The document discusses strategies to increase acquisition and adherence for the drug Arimidex among breast cancer patients. It analyzes the patient journey and identifies opportunities to shift messaging from treatment-focused to promoting long-term adherence. The proposed program involves amplifying support tools and celebrating patients' 1,825 day journey to increase motivation and positive engagement with the drug. Success will be measured through prescription data, website usage, and brand tracking over 5 years.

1. “ Love Stronger, Laugh Louder” 2 Superior Performance, Cheap

2. What we’ll cover BUSINESS CONTEXT INSIGHT TO IDEA PROGRAMME AMPLIFICATIONS CONSUMER UNDERSTANDING MEASURING SUCCESS

5. Consumer Profile Profile Newly- Diagnosed 40 yo Single Mother of 2 In-Treatment 65 yo Married Retired Post-Treatment 48 yo Married Housewife “ Only Child” 3 years “free” 55 yo Divorced Mother of 3 Yoga Inst. “ Sister” Attitude Shock, Anger, Disbelief “ Why me?” Determined, Scared, Skeptical “ I think I can beat this” Relief “ I made it” Defiance, Happy, Strong Emotion Fear, Overwhelmed “ What do I do next?” Fear, Anxiety “ What is going to happen next” Fear, Joy, Paranoia “ Will it come back?” Relief, Renewed, Weary “ I’ve made it” Behaviour Information Gatherer Following Dr. Advice Taking Control, Being Sick Acting “Normal” Increased Confidence, More “Normal” Rational Need Outlining a plan Continued information/ health updates Avoiding all reminders Be free of side effects Emotional Need Support & Comfort Support & Comfort, including physical To be left alone Continue advocacy to help others Whitney Gladys Gertrude Raquel

6. “ Sister” Support Profile Profile Newly- Diagnosed 40 yo Single Mother of 2 In-Treatment 65 yo Married Retired Post-Treatment 48 yo Married Housewife “ Only Child” 3 years “free” 55 yo Divorced Mother of 3 Yoga Inst. “ Sister” Survivor You can get through this, here’s how…. I know you are feeling bad, but this is expected You are through the hard part, now don’t stop your follow up treatment Stick with it, you are almost there Spouse I’m with you all the way. I want to know everything too. I’ll take you to your appointments and find out what you have to do next. How can “we” feel better. We’ve gotten through the hard part, let’s make sure we stay together and get rid of the cancer I know the side effects are bad, but you are almost there HCP This is treatable. Let’s take it one step at a time. Check out www.getbcfacts.com You are doing well. Will get through this and get onto the next phase of treatment. The risk recurrence is 20-50%. Let’s talk about options for prevention. Let’s work with your PCP to relieve your symptoms. Whitney Gladys Gertrude Raquel

9. Shift in key dialogue moments Diagnosis Treatment Post-Treatment Current focus is here with too much information cited as main reason for not entering into dialogue earlier But this inhibits acquisition & adherence – “I’m done” We want to encourage more dialogue between HCP here to raise awareness that Treatment is not the end You’re not quite done Revisit here for maintenance, but importantly, no surprise Encourage acquisition and adherence “ I need to keep strong, every day”

11. High level programme Push to site Push to site Push to site Push to site Current activity BC Facts changes to help identify content by stage to shift towards relevance & point in time In Your Corner collateral re-branded to more positive 1,825 steps Doctor Arimidex.com Community 1,825 STEPS sign up MY 1,825 STEPS Steps ticker Journal Blog Rewards Celebration Milestones

12. Post Treatment high level Anniversary Core comms Amplification welcome Year 1 Year 2 Year 3 Year 4 Year 5 anniversary anniversary anniversary Woo hoo! Oct: breast awareness Oct: breast awareness Oct: breast awareness Oct: breast awareness Oct: breast awareness Sister Support & tools May: Mother’s day May: Mother’s day May: Mother’s day May: Mother’s day May: Mother’s day

13. Amplification ideas On Demand Personal Dialogue 1,825 STEPS Mobile app step counter – motivating message delivered to you direct daily “ Panic Button” – PC or SMS delivery Private Diary – opportunity to record your thoughts & normal events. Re-enforce pill taking with motivational message Online - blog toolkit or myspace toolkit, photo sharing Offline – physical diary Reward – Rx tracking to enable rewards which change through lifecycle Rewards relevant to audience and stage Key event check-ins – re-segment based on status (still taking, lapsed, defect) Site – fact finding, message board Site – call me, IM me, email me Google Earth – overlay pin pricks “not alone”, drive to local community Celebration widget – daily celebration message to distribute to your personalised homepage website journey tailored to you – unique to you & delivered the way you want