1. COBAS HPV TEST
PROPOSED MESSAGING
TWELVE CALL PLAN
Month Primary Message Objective
1 Introduction to Roche Diagnostics Service/Relationship
2 Launch Detail: cobas HPV Test Introduce the benefits of the cobas HPV Test
3 ATHENA: In-depth review Communicate importance of the study, GT 16 & 18
4 HPV: Why test women >30 Market expansion
5 Why specify the cobas HPV Test: Branding/brand specification
6 How to talk to patients about the HPV test Service/Relationship
7 Importance of GT 16/18 as risk factors Education
8 Benefits of cobas HPV test to HCPs, labs, patients Branding/brand specification
9 HPV test guideline review Market expansion
10 cobas HPV test v. Competition Branding/brand specification
11 ATHENA Trial: sub-analyses Branding/brand specification
12 HPV: Myths and Facts Market expansion

2. COBAS HPV TEST
ONLINE MESSAGING
OVERVIEW
Month e-Mail e-Detail
1 Introduction to Roche Diagnostics
2 Launch Detail: cobas HPV Test Introduce the benefits of the cobas HPV Test
3 ATHENA: In-depth review
4 HPV: Why test women >30
5 Why specify the cobas HPV Test:
6 How to talk to patients about the HPV test How to talk to patients about the HPV test
7 Importance of GT 16/18 as risk factors
8 Benefits of cobas HPV test to HCPs, labs, patients
9 HPV test guideline review HPV test guideline review
10 cobas HPV test v. Competition
11 ATHENA Trial: sub-analyses
12 HPV: Myths and Facts HPV: Myths and Facts

3. Tactics Qty Cost Total
eDetailing Sessions 4 waves at 85K
•2 Full 5 Minute Sessions (Est. $85K) 4 73750 $295,000
•2 Mini (2-3) Minute Session (Est $62.5K)
eDetailing eMails 12 7200 $86,400
Supplemental email recruitment
8 3500 $28,000
•2 emails per wave
eMail Broadcasts (12,000 x 12) 144000 0.45 $64,800
Direct Mail/Web Key (recruitment) 24000 3.50 $84,000
iPad/Tablet Details for Reps 1 85000 $85,000
iPhone App 1 42500 $42,500
Total $685,700
Confidential