A summary of macro level trends and issues that are driving the need for enhanced digital marketing and service delivery in the Pharma/Healthcare industry. Included are case studies presented at the recent ePharm Summit in NYC.

1. March 13, 2015
Steve Hickson - Managing Director
Trent Delameter - Account Director
Erica Schmidt - Agent
Digital Marketing in
Pharma/Healthcare

2. Agenda
• Macro Level Dynamics and Trends
• Examples of Innovative Digital Programs
• AQUENT Digital Placements and Candidates
• Conclusions and Next Steps
2

3. Objectives
• Leverage today’s fact-based presentation as a starting
point for exploring value-added programs and/or ideas
that CMP can offer to it’s internal clients
• Identify opportunities and/or areas for further
exploration by AQUENT in future presentations
• Build a more strategic CMP and AQUENT relationship
3

4. Agenda
• Macro Level Dynamics and Trends
• Examples of Innovative Digital Programs
• AQUENT Digital Placements and Candidates
• Conclusions and Next Steps
4

5. 5
“It is not the strongest of the species that survives, nor the most
intelligent that survives. It is the one that is most adaptable to change.”
Charles Darwin

6. Economic Paradigm Shift
Outcome Based Payment Models Are Changing the Game
Product Centric - Volume Patient Centric - Value
6

7. Sales Forces Being Slashed
While Sales Forces Continue to Get Slashed
104
65
0
27.5
55
82.5
110
2006 2014
Pharma Sales Reps
2006 - 2014 (000)
46% Reduction
7Source: - Cegedim Strategic Data (CSD)

8. Patient-Centric Marketing
Efficient 1:1 Marketing and Patient Adherence is Critical
Marketing Channels
Traditional Digital Social Mobile Wearables
Awareness &
Recognition
Presentation &
Diagnoses
Explanation of
Treatment Options
Treatment
Disease
Management
The Patient Journey
The Players Involved
Patient
Caregivers
& Family
HCP’s
Physician
Extenders
Social
Networks
Other HC
Experts
Payors Pharmas
8

9. Patient-Centric Marketing
The Patient Experience is Key
“Separate strategies and operations for payers,
healthcare centers and physicians will evolve to
an end-to-end value proposition for products that
address treatment, superior outcomes and ease
of use.”
Pharmas Can’t Do It Alone
“Partnerships, alliances and shared risk
agreements will become more prevalent. 79% of
biopharma executives anticipate being involved in
significant joint ventures over the next 3 to 5
years.”
Patient-Centric Strategies Will Demand Strategic Partnerships
9Source: MedAdNews - February 2015 and Quintiles Executive Survey

10. Digital Explosion in Healthcare
Technology is Enabling Patient-Focused Healthcare
88% of Americans are willing to share personal health information to improve care and
treatment options
55% of Americans will research a prescription from a doctor
66% of Americans are willing to use mobile apps to manage their health
79% of Americans are willing to use a wearable device to manage their health
94% of women who were pregnant in the last 5 years would use a wearable device to track
their health
Source: makovsky online research 10

11. Consumer Expectations are Rising
• Health information continues to proliferate the internet
• “I’ll ask the doctor” becoming a rare breed
11Source: MedAdNews - February 2015
Interactions with Other Industries Raise Expectations

12. 12Source: strategy& - The birth of the healthcare consumer - 2014
Consumer Expectations are Rising
Interactions with Other Industries Raise Expectations

13. Delivering on Consumer Expectations
• Develop insights into the wants, needs and expectations of
consumers all along their healthcare experience
• Enhanced research & analytics to fully understand rational &
emotional drivers
• Expand and enhance the use of personalized messages and
interactive channels in consumer promotion
• Digital, social, mobile, wearable, other technologies
• Deliver value-added patient services for better outcomes
• Including high-tech personalized support
13Source: MedAdNews - February 2015
Delivering Against Expectations Demands a Strategic Approach

14. HCP’s are Embracing the Change
14
“We are embarking on a time when each
individual will have all their own medical
data and the computing power to process it
in the context of their own world. This will
set up a tectonic power shift, putting the
individual at center stage. … What have
been dubbed the six most powerful words in
the English language — "The doctor will see
you now" — will no longer be true.”
Simultaneously, HCP’s are Embracing the New Digital Paradigm

15. HCP’s are Embracing the Change
HCP’s and Consumers Are Embracing High-Tech Health
15Source: HRI Wearables Consumer Survey and Workforce Survey - 2014

16. HCP’s are Embracing the Change
HCP’s and Consumers Are Embracing High-Tech Health
16Sources: HRI Clinician Workforce Survey (2014) and Consumer Survey (2013)
Embracing DIY Smart-Phone
Enabled Technologies
Physicians Performing More Activities
on Mobile Devices

17. • Highly trained field-reps who know more than “just their
product”
• Market, disease state, reimbursement issues, other products,
physicians practice
• Representatives with knowledge of clinical studies and
evidence based medicine
• Increased access to non-traditional teams including virtual
teams and contact centers
Source: Publicic Touchpoint Solutions “What Physicians Want” Survey 17
HCP’s are Embracing the Change
And HCP’s Expect Real Knowledge from Pharma Partners

18. Greater Emphasis on Efficacy
“In 2015, I expect to see the more
innovative marketers begin to experiment
with consumer marketing campaigns
designed more to impact efficacy than
acquisition—campaigns which effectively
educate consumers on adherence,
compliance and lifestyle counterparts to
therapy (such as diet and exercise) can
and will impact a drugs efficacy and
ultimately bottom lines.”
David Kopp - EVP & GM Healthline
Efficacy has Become a Strategic Imperative
18Source: MedAdNews - February 2015

19. Agenda
• Macro Level Dynamics and Trends
• Examples of Innovative Digital Programs
• AQUENT Digital Placements and Candidates
• Conclusions and Next Steps
19

20. Ironwood Pharma - My GI Health App
February 24 - 26 - NY Hilton
My GI Health: Charting the Course to GUT
Health through GUT Feelings
20
Tom McCourt - CCO
Ironwood Pharmaceuticals

21. • Over 100M people in the U.S. suffer GI symptoms
• Symptoms generally frequent but not life threatening
• Huge market (i.e. Prilosec transformed the market from
on-demand antacids to preventative care - $12B)
• Challenge = Improve Patient Outcomes
21
Ironwood Pharma - My GI Health App

22. • Barriers around the patient
and physician interaction
• Embarrassment (i.e. patients
have a hard time discussing
GI disorders) or guilt about
lifestyle
• My GI Health, a comfortable
“home base” digital platform
to connect patients and
doctors
22
Ironwood Pharma - My GI Health App

23. • Patients complete web questionnaire
• Using conditional logic computer asks patient a series of
questions and relays that information to the doctor in advance of
the physician visit
• App tells patient and doctor how symptoms compare to others
and provides a history of the illness
• Provides feedback loop so you can GET HELP (i.e. analyzes
symptoms, provides educational references, recommends
prescriptions, provides a history)
• Walk into doc with My GI History
23
Ironwood Pharma - My GI Health App

24. 24
Ironwood Pharma - My GI Health App

25. 25
Ironwood Pharma - My GI Health App

26. Novartis - Digital Field Sales
February 24 - 26 - NY Hilton
At the Intersection of Business and IT: Create
Integrated Digital Selling Systems for Field Sales
Forces
26
Lita Sands
Global Head, Digital Transformation
Novartis

27. • Novartis has replicated it’s digital selling system around the
world (U.S., Europe, Asia, Latin America)
• As recently as 2011, Reps were mainly relying on paper
based field promotional pieces
• Survey indicated reps were “disenfranchised”
• More tools
• More creativity
• Do their jobs better
• Need to take Field Sales to next level
27
Novartis - Digital Field Sales

28. 28
Lita’s Goal
Change the Face of Novartis
Arm all 22,000 Sales Reps with
iPads and Deliver an iPad Based
Selling System Within 2 Years
Novartis - Digital Field Sales

29. • First Key Tension - IT - How do you build a reliable and
global IT infrastructure pre-Apple B2B?
• 2nd Key Tension - Marketing & Sales - How do you
create a consistent global Marketing and Sales platform
that can accommodate a variety of presentation settings?
• 3rd Key Tension - Local vs. Global - How do you
design, develop, test, launch and stimulate adoption of a
single global sales tool within an organization that prides
itself on decentralization?
29
Novartis - Digital Field Sales

30. 30
Current Status
• Single system globally with regional
use models
• U.S. - Integrated multi-channel
marketing
• Europe - Video conferencing for
enhanced hospital access
• Asia - eMail relationships with busy
HCP’s
• Latin America - 1:1 relationships are
key but iPad usage is up
Novartis - Digital Field Sales

31. 31
Next Level Plans
• Instituting Customer 360 as the
de facto global field sales model
• Working with IBM on global data
initiative for better data access,
analysis and actionable insights
• Developing digital medicine
applications to make enable more
efficient diagnoses, treatment and
prescription options
Novartis - Digital Field Sales

32. Novo Nordisk - Cornerstones4Care
February 24 - 26 - NY Hilton
Patient Engagement in a Changing
Ecosystem - How Expectations Are
Changing for All Stakeholders
32

33. Novo Nordisk - Cornerstones4Care
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100MM
Prediabetes Have Diabetes Diagnosed Receiving Treatment Achieving Targets
Adults With Diabetes in the United States
Only 37% of Adults with
Diabetes are Achieving
Treatment Targets
33Source: MedAdNews - Novo Nordisk

34. Novo Nordisk - Cornerstones4Care
• Digital coaching program for diabetes that provides a
customized learning and action plan based on personal
health assessments
• Online survey about yourself, preferences and health
• Dedicated diabetes coach creates a customized plan
• Online coaching sessions and videos
• Track progress
• Ongoing support (tips, reminders, motivational emails)
34

35. Novo Nordisk - Cornerstones4Care
35

36. Novo Nordisk - Cornerstones4Care
36

37. SKIPTA - HCP Social Networks
February 24 - 26 - NY Hilton
Using Digital Media to Communicate with and
Already Engaged Community
Dr. Theodore Search, Pharm D
CEO/Founder - SKIPTA
37

38. SKIPTA - HCP Social Networks
• Founded in 2009 by Ted Search (CEO)
• SKIPTA is Icelandic for “exchange”
• Ted is a Pharmacist by trade
• Originally worked as a Pharmacy Manager for CVS
• Later became an Infusion Pharmacist
• Developed Concept for Specialty Practitioner Social
Network
• SKIPTA currently has over 375,000 verified practitioners
38

39. SKIPTA - HCP Social Networks
Network Registered Members
Doctor Unite 143,234
Pharmacist Society 64,873
Generation NP 58,197
Diabetes Network 46,491
Urology Nation 22,627
Dentist One World 13,862
Neurologist Connect 12,288
Psychiatrist Connect 9,834
CRNA Connect 1,725
Value World Connect 699
Medical Directors Forum 642
RAD Buzz 541
Vet Unite 491
Dermatologist Nation 111
UHCOP 77
IPSA 38
39Source: SKIPTA.com

40. SKIPTA - HCP Social Networks
40

41. SKIPTA - HCP Social Networks
41

42. SKIPTA - HCP Social Networks
42

43. Agenda
• Macro Level Dynamics and Trends
• Examples of Innovative Digital Programs
• AQUENT Digital Placements and Candidates
• Conclusions and Next Steps
43

44. AQUENT Digital Placements
AQUENT is Experiencing the Digital Revolution
Bayer Healthcare Sr. Interaction Designer
Bayer Healthcare Content Developer
Bristol-Myers Squibb Sr. Interactive Developer
Bristol-Myers Squibb Marketing Operations Manager (2)
Bristol-Myers Squibb 3D Animator
Bristol-Myers Squibb Digital Production Designer
GSK Digital Marketing Project Manager
GSK Digital Marketing Manager
Novartis Digital Analytics and Strategy
Novartis Operations Manager/Project Manager
Current Digital Placements
44

45. AQUENT Digital Candidates
Bristol-Myers Squibb Digital Content Specialist
Bristol-Myers Squibb Digital Production Designer
Bristol-Myers Squibb Interactive Developer
Bristol-Myers Squibb Digital Marketing Coordinator
Sanofi UX/UI Designer
Current Digital Candidates
45
AQUENT is Experiencing the Digital Revolution

46. Agenda
• Macro Level Dynamics and Trends
• Examples of Innovative Digital Programs
• AQUENT Digital Placements and Candidates
• Conclusions and Next Steps
46

47. Conclusions and Next Steps
• Pharma’s must now do MORE with LESS
• Digital is the new Healthcare marketing and delivery paradigm and it’s
being embraced by consumers and HCP’s
• Organizations that deliver personalized patient “beyond-the-pill” value will
succeed - as will targeted programs and specialized solutions for HCP’s
• Tying together all the moving parts (patients, HCP’s, payers, all the
players, all the channels) is not easy
• Emerging technologies like mobile apps and wearables are still in their
infancy
• The time to start developing, testing, implementing and improving digital
strategies is now
47

48. March 13, 2015
Steve Hickson - Managing Director
Trent Delameter - Account Director
Erica Schmidt - Agent
Digital Marketing in
Pharma/Healthcare
Thank You!