The document proposes an integrated customer relationship management (CRM) strategy to increase market share for the drug Abilify. It recommends segmenting physicians into categories like non-triers and loyalists. The primary target is the top 5,000 prescribing doctors, who will be designated "Ambassador Physicians" and receive increased personalized and non-personalized communications through tactics like telemarketing and a dedicated website. The secondary target is all doctors. Barriers, behavioral goals, and messaging strategies are provided for each target segment. The proposal recommends a phased rollout of the CRM program beginning in September 2003.

1. The Corbett Healthcare Group

2. Integrated CRM
Corbett HealthCare Group
September 8, 2003

3. Overview
• Review Current Situation/Needs for Abilify
• Introduce Integrated CRM for Abilify
• Recommend Next Steps and Timing

4. • June/July Monthly Review Findings
– “5,000 Ambassador Reps” Profile
– “All Doctors” Profile
• Potential Opportunities
Current Situation/Needs for Abilify

5. Current Situation/Needs for Abilify
• June/July Monthly Review Findings
– “5,000 Ambassadors” Profile
• Abilify writers consistently producing new
prescriptions weekly is small but similar to other
introductions
• Abilify’s naïve patient proportion was 29% in June,
but only 5.4% of total naïve patients
• Abilify is mentioned as “First Choice for
Schizophrenia” by 18% of survey and unaided
awareness is 42%
• Abilify’s average script size is 29.3 compared to the
competitive category range between 37 to 63

6. Current Situation/Needs for Abilify
• June/July Monthly Review Findings
– “All Doctors” Profile
• Abilify’s SOV (11%) has eroded since March (15%),
but will improve with the increased sales force
• Abilify’s length of detail (10.4 minutes) has eroded
since April (14.1 minutes)
• There are 14M non-triers in decile 3 & 2 (47M TRX
potential)
• Reps need to reinforce efficacy, safety, and
tolerability communication
• Physicians write more as frequency increases

7. Current Situation/Needs for Abilify
• Potential Opportunities
– The competitive landscape for SOV will
significantly increase in the future due to
anticipated new indications, revised sales
organizations and increased competitive
spending.
– Abilify’s current TRX share of 4.5% needs to
increase to an exit objective of 7.2% by end of
year.
– Current sales department reach, frequencies
and communication increases could increase
volume.

8. Integrated CRM for Abilify
• Introduction/Proposition
– In an effort to increase market penetration,
BSM and Corbett can together develop
strategies and initiatives designed to drive
physicians to consider and prescribe Abilify.
– By implementing Customer Relationship
Marketing (CRM) strategies and tactics, BSM
and Corbett can together provide enhanced
support for both key segments of 5,000
Ambassadors and All Doctors on Abilify.

9. Integrated CRM for Abilify
• Target Markets
– Primary Target: 5,000 Ambassadors
– Secondary Target: All Doctors

10. Integrated CRM for Abilify
Segmentation Non-Triers Dabblers Triers Loyalists
Communication Approach Personal Personal and Non-
Personal
(combination)
Behavioral Goal Experience (“Try”) Abilify Experience (“Try”) Abilify
and
Expand (“Increase Usage”)
Abilify
• Target Analysis for Primary Market – 5,000 Ambassadors

11. Integrated CRM for Abilify
Segmentation Non-Triers Dabblers Triers Loyalists
Communication Approach Non-Personal Low Priority/No
Messaging (possibly)
Behavioral Goal Expand (“Increase Usage”)
Abilify
TBD
• Target Analysis for Secondary Market – All Doctors

12. Integrated CRM for Abilify
• CRM Objectives
– In an overall effort to provide special support for Ambassador
Reps and eventually greater support for all doctors in general,
the following objectives for CRM have been set:
1. Increase Abilify’s business with the top 5,000 doctors responsible
for $5 billion in antipsychotic prescriptions.
2. Supplement sales force coverage and increase message
frequency.
3. Create a long-term branded CRM program that makes this
audience “Feel Special”.
4. Establish a unique CRM model that can be expanded or modified
to target additional segments.

13. Integrated CRM for Abilify
• CRM Goals
– In an effort to achieve the overall objectives set for
implementing integrated CRM strategies for Abilify, the
following directional goals have been established:
1. Increase both personal and non-personal message frequency
against high opportunity prescribers with a creative CRM program.
2. Increase quality and length of calls by generating increased
interest prior to personal detail.
3. Increase trial among high-volume non-prescribers.
4. Increase overall usage and drug of first choice status among
current loyalists.
5. Increase promotional education and symposium attendance
through CRM programs.

14. Integrated CRM for Abilify
• Possible CRM Tactics and Programs
– The 5,000 doctors responsible for $5 billion in antipsychotic
prescriptions will be uniquely targeted, in an effort to elevate
their status to BMS/Otsuka “Ambassador” Physician. Possible
direct marketing tactics include:
• Aggressively target with weekly communications
– NSS details
– Telemarketing
– E-mail
– Fax
– Direct Mail
• Provide ongoing access to Abilify resources via an “Ambassador Physicians
Website”
– Samples
– Side decks
– Reprints
– Staff and patient education materials
– Premiums
• Establish an 800# for these physicians’ use
– Sample ordering capabilities
– Handle customer/patient concerns

15. Integrated CRM for Abilify
• Barriers, Behavioral Goals, and Messaging
Strategies
– Primary Target Market
• Non-Triers and Dabblers
– Barriers
» Placeholder - Why are they non-triers and dabblers?
– Behavioral Goal
» Move doctors from considering Abilify as an important and
different solution for their patients who have been off therapy
and for those who have issues with other atypicals to its being
the agent of choice because it provides patients the best
opportunity for long-term success in the treatment of thought,
mood, and behavior disorders.
– Messaging Strategy
» Stress that Abilify is as efficacious as Zyprexa and Risperdal,
but provides a superior tolerability, metabolic, and safety
profile .

16. Integrated CRM for Abilify
• Barriers, Behavioral Goals, and Messaging
Strategies
– Primary Target Market
• Triers and Loyalists
– Challenge
» Provide incentives to Ambassadors to continue and increase
their number of scripts.
– Behavioral Goal
» Move doctors from positioning Abilify as efficacious as
Zyprexa and Risperdal, but providing a superior tolerability
and safety profile to its being the agent of choice because it
provides patients the best opportunity for long-term success in
the treatment of thought, mood, and behavior disorders.
– Messaging Strategy
» Stress Abilify’s unique, long-term benefits in patients
nationwide
» Stress the new indications for Abilify and its versatility in being
able to be used for a wide range of thought, mood, and
behavior disorders.

17. Integrated CRM for Abilify
• Barriers, Behavioral Goals, and Messaging
Strategies
– Secondary Target Market
• Non-Triers and Dabblers
– Barriers
» Placeholder - Why are they non-triers and dabblers?
– Behavioral Goal
» Move doctors from considering Abilify as an important and
different solution for their patients who have been off therapy
and for those who have issues with other atypicals to its being
the agent of choice because it provides patients the best
opportunity for long-term success in the treatment of thought,
mood, and behavior disorders.
– Messaging Strategy
» Stress that Abilify is as efficacious as Zyprexa and Risperdal,
but provides a superior tolerability, metabolic, and safety
profile.

18. Integrated CRM for Abilify
• Barriers, Behavioral Goals, and Messaging
Strategies
– Secondary Target Market
• Triers and Loyalists
– Challenge
» Provide incentives to this market to continue and increase
their number of scripts.
– Behavioral Goal
» Move doctors from positioning Abilify as efficacious as
Zyprexa and Risperdal, but providing a superior tolerability
and safety profile, to its being the agent of choice because it
provides patients the best opportunity for long-term success in
the treatment of thought, mood, and behavior disorders.
– Messaging Strategy
» Stress Abilify’s unique, long-term benefits in patients
nationwide
» Stress the new indications for Abilify and its versatility in being
able to be used for a wide range of thought, mood, and
behavior disorders.

19. Next Steps and Timing
• September: Gradual CRM program development, presentation
and approval.
– Expand on strategies and tactics for individual initiatives, including
various incentives for reps
• October: Creative development and sourcing begins.
• November: CAS-CRISP approval and begin logistical planning
(e.g., decide on data to be captured by initiative).
• December: Printing and production.
• December - February: Logistical planning and set-up continues,
including procurement of vendor(s), data capture construct, data
feed flow development, report shell(s) design, reporting schedule
development (frequency and distribution).
• January: Program begins.
• Institute continual program improvements on all levels, through
ongoing program analysis (strategies and back-end
infrastructure).