SENIOR STRATEGY TEAMSENIOR STRATEGY TEAM

Patti ReismanSr. Meeting Planner

Todd Wilson, MSIT Manager

ACCOUNTSACCOUNTS

Brenda CrumpAssistant Account Executive

MEDICAL\EDITORIALMEDICAL\EDITORIAL

Janel ShepardSr. Medical Editor

Guy Slatcher, PhD

Strategic Planner

Steven AbramsonSr. Executive VP, Managing Director

Jodi DennisExecutive VP,

Managing Director

Donna Vining, DOVice President, Medical Services

MEETINGSMEETINGSITIT

Alexis FederMeetings Director

Tia BryantAccount Executive

CMD Structure

Bob Rhoades, PhD

Medical Writer

CNS Experience

Longer Term Objectives• Remain current on:

– Established competition– R & D Pipeline

• Prime market for early adoption – Segmentation analysis

• Focus groups– CME activities– Price benchmarking

• Adapt message for: – Target audience– Dabigatran evolution

Two – FourYears

Target Audience Segmentation

ADD

TIME* High Decile Prescribers

EXPOSURE

ADVOCACY

ADD ADDADD

LAUNCH

5

Our Approach to Strategic Planning

Build the KnowledgePrimary research uncovers

customer, market, and competitive insights

Medical Strategy AssessmentAnalyze available

clinical data to uncover opportunities for brands

Market AnalysisOpportunities-and challenges-

analysis to help determine strategic options

Strategic PlanSynthesize the brand and market insights to define

the optimal direction for brand positioning and all marketing initiatives

Knowledge FoundationPerform audit of current research

and draft gap analysis

Charting the Future

ELITEExpert Leaders In PracTitioner

Education Multi-phase approach to identifying and managing KOLs

PHASE IIIPHASE III TailorTailor

RecommendationsRecommendations

PHASE IIPHASE II EstablishEstablish

CriteriaCriteria

PHASE IPHASE ITherapeuticTherapeuticKnowledgeKnowledge

PHASE IIIPHASE III Segmentation Segmentation

PHASE IIPHASE II ExpandExpand CriteriaCriteria

PHASE IPHASE IProprietaryProprietaryDatabaseDatabase

KOLKOL

IdentificationIdentification

KOLKOL

ManagemenManagementt

WEIGHTED KOL RATINGSWEIGHTED KOL RATINGS

KOL Identification Methodology Design

PRELIMINARY DISCOVERYPRELIMINARY DISCOVERY

TOP DOWN & KOL PROFILING APPROACHESTOP DOWN & KOL PROFILING APPROACHES

THE PERSONAL INTERVIEWTHE PERSONAL INTERVIEW

RANKED RECOMMENDATIONSRANKED RECOMMENDATIONS

KOL NOMINATION AND INVITATIONKOL NOMINATION AND INVITATION

KOL Identification Experience

• Neurologists• Psychiatrists• PCPs

• ID Specialists• Surgical ID

Specialists

• OBGYNs• PCPs

• Pulmonologists

• PCPs

• Psychiatrists• Depression• Anxiety• Panic Disorder• OCD/SAD• PTSD

• PCPs

• Endocrinologists• Pulmonologists• PCPs

• Urologists• Sexual Medicine

Specialists• Endocrinologists• PCPs

Publication Plan Components

PUBLICATION PLAN

Publication &

Research

Efforts

Publication &

Research

Efforts(Past, Present, Future)

Review Article

Recommendations

Review Article

Recommendations

Gap Analysis and

Competitive

Benchmarking

Target Journals Target Journals

Target

Conferences

Target

Conferences

Target

Audiences

Target

Audiences

Management Process Key MessagesKey Messages

CMD Publications Strategy (Cont)

Conduct GAP analyses of current competitor publications in development and print

Track availability of clinical pharmacology and clinical trials data

Perform multiple data cuts to supply continuous pipeline of abstracts and posters

ADA Scientific Sessions Submission Deadline: ADA Scientific Sessions Submission Deadline: Prior NovemberPrior November

Sample Abstract / Poster Submission1 2 3 4 5 6 7 8 9 10 11 12

November

Submit Abstract(s) orPoster(s) for Consideration

April May June July August September October

Biostatistician creates multiple data cuts in tabular / graphic format

Outline abstract(s)

Draft abstract(s)

Submit Draft to Author(s)

Incorporate Author(s) Changes / Revise Draft(s)

Final Author Review(s), Edits, Layout(s)

ADAADA

ENDO

AACE

TO BE RECREATED

Evolving Message Platform

Clinical Development

Pre-Launch

New Indication

Competitive Launch

Patent Expiration

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