The document summarizes the services provided by The Navicor Group, a full-service healthcare marketing agency that specializes in oncology. The agency understands the oncology market, has extensive launch experience, and works with both large and small biotech and pharmaceutical clients. The agency provides a wide range of services including outsourced sales teams, advertising, digital marketing, medical education, clinical research, and consulting. Case studies demonstrate the agency's strategic approach to overcoming marketing challenges and changing perceptions within the oncology community.

1. ONCOLOGY
September, 2014
This information is confidential and copyrighted by The Navicor Group Inc., Westerville, OH.

2. We are driven by a passion
for transforming products into
brands and patients into
survivors.

3. The Navicor Group
• is a 100% healthcare-focused, full-service agency
• understands the unique aspects of the oncology marketplace
• has extensive launch experience
• has broad and vast oncology experience
• has partnerships with large and small pharma and biotech companies
• is part of the inVentiv Health family of companies

4. Accelerating performance
inVentiv Health offers best-in-class clinical, consulting, and
commercial services to global companies seeking
to accelerate performance.
With 13,600 employees in 40 countries, we rapidly
transform promising ideas
into commercial reality.
4

5. Core capabilities
Services include:
 Outsourced sales teams and
sales support
 Advertising, branding and PR
 Digital and closed loop marketing
 Patient outcomes, REMS and
Rx access/adherence
 Medical education
Services include:
 Phase I-II
(FIH or bioequivalence studies)
 Phase IIb – Phase IV studies
 Strategic partnerships
 Bioanalytical services
 Clinical data services/technology
 Staffing services
Consulting practices include:
 Brand management
 Business development
 Clinical development
 Medical affairs
 Pricing and market access
 Sales
One of the industry’s
top global CROs
World’s leading provider of sales,
marketing, and communications
solutions for the healthcare industry
The leading management
consulting group specializing
in biopharma
5

6. Access to convergent services to solve challenges
Public
relations
Patient
access
Sales force
deployment
KOL
development
Patient
education
Market
research
Launch
planning
CRM
Publication
planning
Clinical

7. Transcending every intersection point along
the life cycle continuum
7
Scientific
Platform
Disease
Awareness
Advisory
Boards
Service
Brands
Direct to Patient
Core
Promotional
Execution
Consultancy
Core
Messaging
Specialized
Services
Digital Strategy
and Relationship
Marketing
Tactical and
Channel
Planning
Brand
Strategy
Customer
Insights
Branding and
Campaign
Oncology/Hematology
Centers of Excellence

8. Our collective experience
is broad and deep
Custirsen
Ganetespib
Apatorsen
Bold denotes current clients
Vosaroxin
Rociletinib
Rolapitant

9. Navicor has unmatched experience in working with companies
to transform development into their first commercial reality
Our experience can benefit you in a multitude of ways
Market prep and launch
(products not yet available)
 Thorough knowledge of oncology
 Position the product and the company
 Understand OPDP reviews
 Traditional and accelerated filings
 Work within limited commercial infrastructure
Market prep and launch
AOR assignments
 Define and shape new expectations for a disease
 Partner across the commercial players:
− Market planning
− Sales training
− Medical affairs
 Efficiency across commercial needs

10. Our account management philosophy
is rooted in partnership
Clearly define expectations
Successful
partnership and
brand success
Timely feedback
Honest transparency
Continuous dialogue
Subjective and objective metrics

11. Agency Philosophy
We believe we can make a difference
Each one of us is inspired by the patients whose lives we help touch.
We are motivated to set expectations, think originally, and behave differently.
We believe that everyone is an idea person
We operate in an intimate structure free from traditional agency barriers.
Creative and strategy are not limited to certain departments.
We believe intellectual rigor is imperative
Creative communication and strategy must go beyond current indications and
demonstrate foresight with regard to emerging data.
We believe in collaborative relationships
Our ideal client-agency partnership is one that fosters connections.
We want to foster relationships with clients who are looking to
improve patient outcomes

12. Based on years of client feedback, our
areas of strength include:
Scientific acumen
• We hold ourselves accountable to be
specialists in the field of oncology.
• We have seasoned executives with broad
oncology experience and PhD-level
writers who specialize in oncology.
Strategic thinking
 By focusing on oncology, we are able to go into greater
depth of strategic thought about our clients’ products
and challenges.
 We truly understand market implications within the
oncology space and develop appropriate plans and
programs to address key insights.
Collaborative relationships
 We believe that our best work is done in
collaboration within our agency structure and
with our clients.
 We get the best results and have more fun
when we collaborate.
Creative development
 This is where the rubber meets the road. Our
creative consistently delivers against strategy.
 We strive to design creative concepts that solve a
communication problem and evoke understanding
and feeling.

13. CASE STUDY: Ethyol (amifostine)—overcoming barriers to
prevent xerostomia
Marketing challenge
• Ethyol was perceived as poorly tolerated with side effects,
such as vomiting, that could interfere with radiation therapy
• Many Radiation Oncologists believed that the need for
cytoprotection was eliminated by advancements in radiation
technology, such as IMRT
Strategy
• Make the use of Ethyol a moral obligation
• One-two punch:
• Consequences of xerostomia
• Message that only Ethyol can protect patients “before it’s
too late”
Results
• Ethyol was implemented into many radiation oncology
protocols

14. CASE STUDY: AXIOM—Alliance for Excellence
in Outcomes in Hematologic Malignancies
Marketing challenge
• Velcade was the only brand offering a true overall survival benefit
• Many treating Hematologists had the perception that all
chemotherapeutic options were similar
• Product labeling limited the ability to actively promote the difference
between Velcade and other products
Strategy
• Clarify that various therapies used to treat multiple myeloma
may affect:
– Bone disease, renal function, neuropathy, thromboembolism
Results
• AXIOM educational program increased the understanding of the
effects various therapies have on serious life-threatening
comorbidities of patients with multiple myeloma
• Helped grow share in a increasingly crowded market and continues
to help Velcade hold a leadership position in the multiple myeloma
market

15. CASE STUDY: Teva YouTube Channel
Marketing challenge
• Raise awareness of the target protein clusterin
• Communicate three core story elements: resistance,
evasion of apoptosis, and what research reveals
about clusterin
Strategy
• For SEO, create a branded YouTube channel called
Mechanisms of Resistance in Tumors (MERIT)
Results
• This channel boosted search results for the exploremerit.com website and increased visibility online
• We successfully achieved a first position in Google video search when entering the key word “clusterin”
• The YouTube videos were viewed over 300 times in the channel’s first 3 weeks of existence

16. Creating lasting impressions
Creating Awareness
Changing Perceptions
Raising Expectations

17. Matching the message to the medium

18. And building memorable experiences to drive value
Driving Traffic
Telling Stories
Building Relationships
Creating Buzz

19. Inspired to develop market-moving promotion
Navicor won many creative
awards in 2014:
• Best Launch Campaign
• Best Marketing Campaign
• Best Healthcare Website
• Best Corporate Video
• Best How-To Video
• Best Product Display
• Best Logo
• Best Illustration
In 2013 we received 43 industry
recognitions

20. Thank you