1. What Advertising Agencies Need from Market Researchers (Working at the Brand Level) Larry Iaquinto President Interlink Healthcare Communications Lawrenceville NJ, London, Mexico City, Hong Kong, New Delhi, London, Paris, Munich, Milan, Barcelona, Tokyo, Sydney

6. The Magic Formula Message Send Receive Retrieve Commercialization

10. Help Us With Branding Concept Development Brand Story Creative Brief Brand Mapping (Essence) Positioning

13. Detailing Drives the Brand Message Gleevec Detail Aid

14. Non-Personal Promotion Reminds Customers of the Detail

15. We Desperately Need To Get Better at Execution!

16. The Power of Marketing Comes From Detailing Efficiencies are derived from the use of support promotion

17. The Sales Rep Explosion 33% 163% Percent Inc. 800,000 101,000 2005 600,000 38,000 1995 # of Physicians # of Sales Reps

18. What Happens in the Doctor’s Office? 15 depart before reaching the receptionist 28 drop samples off with the receptionist 37 drop samples at the sample closet 12 speak to the physician but are not remembered 8 speak to the physician and are remembered Elling ME et al. Making more of pharma’s sales force. Mckinsey Quarterly . 2002.

20. 0 200 400 600 800 1000 1200 Cumulative Journal Dollars ($000) 0 20 40 60 80 100 % Recall Norm based on 341 observations Campaign Awareness Based on Journal Spend Product A/B No Detail Aid October 2005 Campaign Recognition CR Norm Product Recall PR Norm 21 44 8 19 Product A Product B CTS Plus ACNielsen HCI

21. 0 200 400 600 800 1000 1200 Cumulative Journal Dollars ($000) 0 20 40 60 80 100 % Recall Norm based on 341 observations Campaign Awareness Based on Journal Spend Product A/B Use of Detail Aid October 2005 Campaign Recognition CR Norm Product Recall PR Norm 30 15 Product A Product B 100 % 61 % CTS Plus ACNielsen HCI

22. Promotion Effectiveness of Media Mix on Message Retention (N=155 campaigns, 31,000 MDs)

23. Without Leveraging: The Norm J F M A M J J A S O N D 1 2 2 3 4 5 5 4 3 4 4 4 3 6 Numbers represent different messages. Peer Selling Group Symposia/Conferences Detailing Lunch and Learn Direct Mail Journal E-Detailing Webcast CDROM program

24. Performance 22% Message Retention 20% Product Recall 40% Ad Awareness The USUAL

25. Without Leveraging: The Possible J F M A M J J A S O N D Peer Selling Group Symposia/Conferences Detailing Lunch and Learn Direct Mail Journal E-Detailing Webcast CDROM program Numbers represent different messages. 1 2 2 1 1A 1B 1C 1 1 1 1 1 1 1 1 1 1 1 1 1

26. Performance 52% 65% 90% The POSSIBLE 22% Message Retention 20% Product Recall 40% Ad Awareness The USUAL

27. Leveraging Helps Execution Execution Helps Drive Exposures PSG 10% 1st Mailing 5% 2nd Mailing 2 1/2% 3rd Mailing $ SALES 1 Wk Time 6 Wks Cost of Peer Selling Group $400.00 Cost of Direct Mail 5.00 Per MD

28. Leveraging Concept Supports the Detailing Effort Goal: to smooth product awareness and prescribing levels between sales calls Support Promotion TIME Campaign Awareness + Message Retention + New Rx's Greater level of campaign awareness, message retention, s ales Support Promotion No Support Detail #1 Detail #2 Detail #3 Detail #4

31. Important Sources of Medical Information Medical Journals CME Courses Conferences/Symposia Colleagues Pharmaceutical Reps Dinner Meetings E-Detailing Govt Bulletins/Literature Audio Cassettes Video (DVD,CD,VCR) Prescription Pads Patient Record Forms Pharmaceutical company mailings Routine faxed information Source: ACNielsen HCI. Office-Based High Prescribers GP/FP/DO/IM February 2004: n=4391.

33. Past Week Exposure to Information or Advertising on Products Medical Journals Pharmaceutical Reps Colleagues Pharmaceutical company mailings Reference Publications Prescription Pads Routine faxed information CME Courses Patient Record Forms Govt Bulletins/Literature Dinner Meetings Conferences/Symposia Video (DVD, CD, VCR) E-Detailing Source: ACNielsen HCI. Office-Based High Prescribers GP/FP/DO/IM February 2004: n=4391.

35. Where Various Forms of Promotion Fit in the Marketing Plan Symposia E-Detail Websites Ref. Pubs Web Ads CME Mtgs Video Audio Leave Behinds Detailing Direct Mail Journals Create and enhance awareness Deliver a complex message RxPads Pt Rec. Forms Dinner Less R/F Greater R/F “ Non-Traditional” Media “ Traditional” Media 0.0 – Exposure .1-.3 – Awareness .5 – Message .9 – Rx Intention 1.0 – New Rx’s Higher Cost per Exposure Lower Cost per Exposure

36. Impact of the Sales Representative in the A&P Campaign Physician Exposed to All Campaign Media Channels and Message Rep USING Sales Aid Integrated Message Exposure CAMPAIGN CAMPAIGN Reprint Carrier Dinner Meetings Faxed Information Premiums Direct Mail e-Detail Rx Pad Journal Ads Samples

37. Impact of the Sales Representative in the A&P Campaign Physician Exposed to All Campaign Media Channels and Message Message Not Integrated Rep NOT Using Sales Aid Rep USING Sales Aid Integrated Message Exposure CAMPAIGN CAMPAIGN Reprint Carrier Dinner Meetings Faxed Information Premiums Direct Mail e-Detail Rx Pad Journal Ads Samples

39. Magnifying the Impact of Detailing Detail with sales aid Reach Journal ads 90% Promo MedEd 10% Mail 25% Rx pads 60% E-detailing 15% Premiums 30% Detail without a sales aid Impact: 1x Impact: 3-4x

41. Allocation of Exposures by Type

45. Integrate Marketing Efficiencies with Sales Force Execution Message Send Receive Retrieve Catch an Exposure Prior to a Prescribing Opportunity

46. What Advertising Agencies Need from Market Researchers (Working at the Brand Level) Larry Iaquinto President Interlink Healthcare Communications Lawrenceville, NJ