The document discusses several studies that demonstrate the effectiveness of medical journal advertising. Some key findings include: 1) Medical journals are the most important source of information for doctors and exposure to their advertising correlates with increased product sales. 2) Higher advertising spend in medical journals increases awareness of ads, message recall, and consideration of promoted products as first choice therapies. 3) When done effectively, medical journal advertising can significantly increase prescription levels over 6 and 12 month periods and generates a positive return on investment. 4) For advertising to be effective, it must create awareness, communicate its message, and increase first choice therapy levels over time in order to impact prescriptions. Suboptimal creative execution can limit effectiveness.

1. The Power of Medical Journal Advertising Prepared by American Business Media

3. ACNielsen HCI Promotion Research 2004

4. Medical Journals are the Number 1 Source of Medical Information Office-Based High Prescribers GP/FP/DO/IM February 2004: n=4391 Percent Response

5. Doctors are Exposed to Medical Journals and Their Advertising More Than Any Other Source of Information Office-Based High Prescribers GP/FP/DO/IM February 2004: n=4391 Percent Response

7. ABM/AMP Journal Advertising Test June, 2005 Product A Product B

11. There Is A Direct Relationship Between The Ad Budget And Campaign Awareness. Higher Levels Of Advertising Help To Communicate The Ad’s Message And Increased Use As First Choice Therapy Product “A” (Awareness Scores) Ad Recognition Product Recall Correct Message Association* 1 St Choice Therapy *Subsequently it was learned that the ad message was inconsistent with the message detailed by the reps. PosTest Results 44 26 29 32% 44 23 16 11% 38 58 T 3 ($3,500,000) 32 45 T 2 ($1,750,000) 30 44 T 1 ($ 875,000) 31% 21% Control

12. It Appears That Higher Levels of Advertising Reinforce The Perception Of Being Detailed Physician Awareness of Being Detailed vs. Company Records * Percent indicating they are routinely detailed (monthly or quarterly) ** Percent of panel MD’s (Control/Test) detailed on this product. 42% 41% 40% 40% Company Records ** 52% 46% 38% 43% Physician Response * T 3 T 2 T 1 Control

13. Higher Levels of Advertising Produced a Significant Increase in NRx’s Test Group III *Statistically significant at 95% level of confidence Significant Difference Test vs. Control 10.47%* 1 st 12 months 11.07%* 2 nd 6 months 9.79%* 1 st 6 months Prod “A”

15. Awareness Of The Ad, The Product it Promoted And Correct Product Association With The Main Messages Did Not Grow With Additional Ad Spending Product “B” (Awareness Scores) Ad Recognition Product Recall *Could have been seen in specialty journal or as part of a sales aid. Six Months PosTest Results Correct Message Association 51% 59% 51% 52% 34% 45% T 3 ($3,000,000) 29% 48% T 2 ($1,500,000) 30% 40% T 1 ($ 750,000) 33*% 46*% Control ($0)

16. There Is No Relationship Between Tested Ad Budgets And Consideration Of Product “B” For Its Major Indication Product “B” % 1 st Choice Therapy By Indication 40% 44% 48% 47% Condition #1 T 3 T 2 T 1 Control

17. THERE IS NO INDICATION THAT HIGHER AD EXPENDITURES PRODUCED HIGHER GROWTH Product “B” Management Summary PCP Nx Results No Significant Difference Test vs. Control 43.8% T 3 46.5% T 2 44.3% T 1 45.2% Control % Change New Rx’s/Mo Mar-Aug ’03/’04 Area

18. Behavioral Research Conducted By: Dick R. Wittink, Ph.D. Yale On Medical Journal ROI