Learn how to uncover millions of dollars of unrealized revenue within your physician customer base

1. Revenue Optimization:Pursuing Hidden RevenueGrowth Opportunities within Your Customer base

2. Can I have Your Attention? If there was a way to find millions of dollars of unrealized revenue within your brand’s customer base would that be of interest to you?

3. Did You Know… There are in fact millions of dollars of unrealized revenue growth hidden within your existing customer base waiting for your promotional team to “dig up”

4. Where is this Revenue? • The unrealized revenue is found primarily in the that part of your customer base demonstrating a negative lifetime value and the activites driving this negative performance Typical Brand’s Customer Base Profile

5. How Much Revenue Are We Talking About? • Current Case Study Company: Biotech Company Product Portfolio: 2 Products Approved / 1 Pending 2009 Sales 2009 Growth Unrealized Achieve 10% of Revenue / % the Opportunity -1% $97 / 14% $977.7 / 146% $668.2 (Revenue in Millions)

6. How Much Revenue Are We Talking About? • Current Case Study New product under threat from eroding customer base Customers Prospects Suspects

9. Working the analysis from the prescription pad backInformation Opportunity Profile Execution Actionable Tactics Data Refined / Mined Application Actionable Strategy

10. The Revenue Optimization Program Step 5. What’s our progress? Milestones Established / Tracked Step 4. How do we get there? Prioritized Plan to Maximize Revenue Step 3. Where do we want to go? How Much new revenue Step 2. Where are we? Baseline Performance Established The Business Case for Change Step 1. Business case created: How much Unrealized Revenue?

11. Opportunities and Solutions Revenue Optimization Tool Metric(s) Impacted “Is my strategy in sync with where the market is likely to position my product?” “What is driving my revenue performance?” “How effective are my commercial operations?” “How can I ensure that promotional activity and business opportunity are in sync “How can I raise the level of the sales conversation to that of my best performing sales representatives?” “How do I track campaign effectiveness in near real-time for our new product?” “How do I contract the sales cycle through pre-launch promotion?” “What an individual physician’s or an institution’s clinical value criteria for product selection?” “Is my brand model in sync with the competitive dynamics my brand is facing?”

13. How Much Can We Recover and When?