MarketRX

Marketing Analytics in Life SciencesEnabling Targeted Marketing : Marketing Analytics in Life SciencesEnabling Targeted Marketing CONFIDENTIAL AND PROPRIETARY INFORMATION This presentation and the information contained herein are confidential and proprietary, and are intended for review only by the employees of marketRx. All other reviewers must have the prior written consent of marketRx, Inc. Copyright © 2007 marketRx, Inc. All rights reserved.

Agenda : Agenda Introducing our Service Offerings Sales Management and Operations Market Research Brand Marketing Management

Examples of Questions We Answer : Examples of Questions We Answer How do the forecasted sales for my product depend on the levels of promotion? A new competitor is launching next year. How do I best protect my margins? We have a new product launching next year. How does that affect strategy and tactics? My product loses patent next year. How should I change my focus to best cope with this? How to align sales force optimally across territories to meet reach and frequency goals?

Our experience is in Life Science Sales & Marketing Analytics. Most of the techniques, and several of the solutions are applicable across industries : Our experience is in Life Science Sales & Marketing Analytics. Most of the techniques, and several of the solutions are applicable across industries How do forecasted sales for my product depend on the levels of promotion? A competitor is launching next year. How do I protect my margins? We have a new product launching next year. How does that affect strategy and tactics? My product loses patent next year. How should I change my focus to cope with this? How to align sales force optimally across territories to meet reach and frequency goals?

Client support has evolved into three major areas : Client support has evolved into three major areas

Agenda : Agenda Introducing our Service Offerings Sales Management and Operations Market Research Brand Marketing Management

Slide 7 : Framework to develop a sales force strategy Resources Required Customer Universe Role Definitions Activities by Segment Customer Segmentation Workload Capacity Workload By Segment Targeting/ Reach Resourcing Options Tactical Call Plan Manpower Deployment Go-To-Market Strategy What Customers? How to Approach Market? What Work? Staff By Whom? Deploy Where?

Sales Management and Operations Solutions : Sales Management and Operations Solutions

iOptima® – The promotion optimization product for single brands : iOptima® – The promotion optimization product for single brands How much? To whom? When? Historical Optimal Optimal Historical

iFolio® - Sizing & Sales Force structure solution for brand portfolios : iFolio® - Sizing & Sales Force structure solution for brand portfolios Apply field force sensitivities to size and structure optimization Discover the optimal sales force size and structure based on business goals and economic trade-offs. Determine realistic forecasts for the entire product portfolio based on real-life resource constraints and overlap between products. Align the sales force size and structure keeping portfolio objectives in view.

iAlign™- Personnel Placement tool matches the right person to each opportunity by integrating data and tracking placement decisions. : iAlign™- Personnel Placement tool matches the right person to each opportunity by integrating data and tracking placement decisions. Folders and reports support the workflow In this case, Rep ID ‘blinded’ Folders and reports support the workflow Select rep to place in each territory – system makes initial recommendation Pop-up maps and data summaries provide additional detail and perspective

iForce™ - Generate ROI based territory level call plans : iForce™ - Generate ROI based territory level call plans Generate highly targeted call plans for field forces Create ROI-based call plans that rank calls based on profitability. Create a call plan based solely on business rules and requirements (or a hybrid plan based on ROI and rules). Provide instant access to online reports, including national, regional, district and territory level detailing summaries.

iForce Team Selling™ - field force collaboration platform enabling sales teams to select targets and “trade” calls. : iForce Team Selling™ - field force collaboration platform enabling sales teams to select targets and “trade” calls. Revise call plans based upon field insight: Capture and share field intelligence. Change the number of calls made to targeted physicians. Add or drop physicians from your call plan.

iComp™ : Incentive Compensation design and administration : iComp™ : Incentive Compensation design and administration iComp™ Design Principles Performance-driven Fiscally appropriate Attractive, fair and motivational “Whole cloth” (each element is part of an integrated, mutually-reinforcing business strategy) iComp™ Administration Web enabled – marketRx and client can jointly access Tried, tested enterprise application significantly reduces manual processes and errors

iTrak™ : Sales Operations Dashboard : iTrak™ : Sales Operations Dashboard

Agenda : Agenda Introducing our Service Offerings Sales Management and Operations Market Research Brand Marketing Management

We differentiate our MR on several key dimensions : We differentiate our MR on several key dimensions Leverage data resources and make research findings more accurate and actionable Enabled by expertise in sales and marketing implementation (not just primary research) Patient level data, as well as more traditional Rx sources Data Integration Foundation in high-end sales and marketing analytics; manifested in our people and analytical solutions Offer qualitative research and alternative data collection methods (phone, mail, CAPI) as appropriate. CASRO certified Quantitative & Qualitative Expertise Own fielding platform 60,000+ opt-in, e-mail accessible physician network Access to AMA database (575,000+ prescribing U.S. physicians) Real-time access to reporting tools Technology & Opt-in Panel Broad therapeutic area knowledge Expertise in research methodologies and analytical techniques Consulting skills Product development experience Domain Expertise

Agenda : Agenda Introducing our Service Offerings Sales Management and Operations Market Research Brand Marketing Management

Marketing Mix Optimization - Strategic Business Issues : Marketing Mix Optimization - Strategic Business Issues DTC Sampling Dinner Meetings e-Marketing Co- promotion What is the optimal budget and budget mix to achieve the maximum ROI? What is the forecasted impact on sales of each channel of promotion? What is the value resulting from each product / channel? How do customers respond to different channels of promotion? How should each channel be targeted.

Promotion response models should form the heart of the approach: by Brand, by Country, by Promotional Channel : Promotion response models should form the heart of the approach: by Brand, by Country, by Promotional Channel

In today’s market, the ability to forecast & optimize across all promotional channels is imperative : In today’s market, the ability to forecast & optimize across all promotional channels is imperative Measure and understand the historic impact of multiple sales & marketing channels for each brand sales representative detailing sampling activity lunch & dinner meetings symposia conferences journal advertising eDetailing leave pieces clinical papers Forecast product sales under varying investment levels for each promotional channel Determine the optimal budget allocation across promotional channels, brands and countries

A structured but flexible approach can deliver on these goals : Channel level (historical) brand sales and promotion data. Customer segmentation. Brand financial parameters – e.g. price, cost of promotion, etc. INPUTS OUTPUTS Channel level brand promotion response models. Channel level optimal promotion and forecast. Extensive reports and charts to compare scenarios. Historical Data Analysis Promotion Response Modeling Business Rules Management Scenario Creation & Optimization Reporting A structured but flexible approach can deliver on these goals iPlex™

Key Service: Customer Targeting, Profiling and Segmentation : Patient Flow Analysis Response Model Development Physician Target Identification Key Service: Customer Targeting, Profiling and Segmentation Understand Treatment and Referral Patterns Understand Drivers to Dx Understand Average time to Dx and Rx Initial view of Potential across specialties and indications Refine forecast assumptions Valuation: volume & stickiness Attitudinal Profiling Positioning & Messaging Identify Physician Targets Identify Analog Products Segment Target Universe Forecast Infer/Validate Uptake

KOL Identification and Valuation: Using Primary and Secondary data : KOL Identification and Valuation: Using Primary and Secondary data

Data Aggregation, Analysis & Reporting Services : Data Aggregation, Analysis & Reporting Services Integrate information from various primary and secondary channels Institute consistent KPIs across brands and at various stages of their lifecycle Analyze the impact of various promotions across multiple channels in terms of ROI Leverage field intelligence to create timely and actionable tactical plans

Stakeholders Need to Track Performance : Stakeholders Need to Track Performance Country/Regions Specific And Global Views Senior Management Sales Operations Marketing Research Product/Brand Management High level market overview Competitive landscape Key business findings Promotion Effectiveness Measurement (ROI) Optimal promotions and sales forecasting Segmentation & Targeting Call Plan Adherence Attitudes & Awareness Perception & Intent Patient Profile Source of business Track & Measure across all stages of marketing Product Vs Competition analysis Pro-active information and actions to influence market

Brand Management Dashboard : Brand Management Dashboard

Slide 28 : marketRx combines analytics, technology and market research to provide industry leading solutions that enable our customers at global pharmaceutical and biotechnology companies to improve returns on their sales and marketing investments. marketRx offers a comprehensive and global solution set in the areas of sales and marketing planning, analysis and tracking. Our in-depth domain expertise combined with sophisticated analytics, world-class technology and primary market research enables us to deliver measurable and actionable results that significantly improve the performance of product portfolios and pharmaceutical sales forces. marketRx’s product-enabled business model allows our customers to build and retain internal capabilities. Our expertise in integrating primary and secondary data, while also leveraging new data sources like patient level data and managed care data, allow you to gain deeper insights about your marketplace. Our integrated set of scalable web-based products helps sales and marketing teams to work collaboratively across geographies and hierarchies. Our methodologies align tactics with strategy to provide one seamless flow; facilitating faster and more transparent implementation of optimal strategies.