CSD : Pharma Market Research Offerings and Real Market Data!

The Power of Strategic IntegrationCegedim Strategic Data (CSD)

Market Research Capabilities Overview

CEGEDIM © copyright 2009 – this document should not be distributed without CEGEDIM authorisation

CONTENTS

CEGEDIM GROUP AND CSD

Promotional Data

Patient DATA

Communication DATA

PHARMACEUTICAL MARKET RESEARCH

Custom Primary Market Research

Cegedim Group: Improving Healthcare Marketing Efficiency

Primary & Secondary MARKET RESEARCH

EMR Electronic Medical Records

CEGEDIM CUSTOMER INFORMATION

• ONEKEY™/PHARBASE®

• Physician Connect™

HEALTHCARE PROFESSIONALS

FOUNDED

1969

WORKFORCE

8,200

MARKETS

80 countries

EURONEXT PARIS

since 1995

REVENUE 2008

€ 849 M / $CAD 1.4 B

CRM systems

CSD : 36 Operations Covering Markets in 60 Countries

Top 5 EuropeAmericas Asia Pacific

France

Germany

Italy

Spain

UK

USA

Canada

México

Argentina

Brazil

Colombia

Japan

Australia

China

India

Korea

Malaysia

TaiwanNordicsDenmark

Finland

Norway

Sweden

Central/Eastern Europe

Austria

Czech Republic

Poland

Romania

Russia

Slovakia

Southern EuropeGreece

PortugalTurkey

AfricaAlgeria

Morocco

Tunisia

Other EuropeBelgium

Ireland

Luxemburg

Netherlands

CSD : INTEGRATED HEALTHCARE RESEARCH … Devoted to the Pharmaceutical Industry

CSD : A Complete, Integrated Data Offer Devoted to Pharma

PROMOTION DATABASE (PROMO)

• Competitive Data

• Share of Voice

• Rep Equivalents

• Detailing information

• Industry-wide Audits

• GPs, Specs, Pharmacists

MESSAGE TRACKING STUDIES

(MTS)


• Main messages by brand

• Most/least impactful messages

• Competitive claims

• Impact on Rx Intention

PATIENT DIARY

STUDIES (PDS)


• Prescriptions by patient type

• Positive/negative switches,

adds, repeats,

• Reasons for switches, adds, etc

• Market shares & evolution

COMMUNICATION DataPROMOTIONAL Data PATIENT Data

…and CUSTOM Primary Market Research


GERMANY

UK

CANADA

OSTEOPOROSIS

KIDNEY DISEASE

Example of studies for a Biopharmaceutical Leader…CSD is probably working with your global affiliates

THERAPEUTIC AREAS

TOP EUROPEAN

7CEGEDIM © copyright 2009 – this document should not be distributed without CEGEDIM authorisation

BRAND EQUITY

PRE-LAUNCH LANDSCAPING

PROMOTIONAL DATA

USAGE AND AWARENESS

STUDY TYPES

PATIENT DATA

FRANCE

BRIC COUNTRIESRUSSIA

ITALY

USA

NORTH AMERICA

REGIONS

COMMUNICATION FOLLOW-UP

MESSAGE RECALL & TRACKING

PATIENT SEGMENTATION

POSITIONING

SWEDEN

ONCOLOGY

RHEUMATOID ARTHRITIS


CSD Market Reseach with another client

Primary Market Research (PMR) PROMOTION Data (PROMO)

PATIENT Data (PDS)Communication Data (MTS)

• France Brand Equity Study• Italy Kidney Disease – U&A

Neulasta – Brand Perception• Poland Neupogen, Neulasta, Aranesp

Usage and Awareness Aranesp Positioning Study Patient Segmentation Study

• Germany Mimpara – Patient Diary Study• Others Sweden, Russia, Czech Rep.

• Germany• USA • France • Italy

Ireland

• France Osteoporosis• Italy Cancer

Other Therapeutic Areas

• France Osteoporosis

PRE-LAUNCH POST LAUNCH

POSITIONING

MESSAGE TRACKING STUDY: Competitive landscaping: Messaging, positioning, opps

PERCEPTUAL MAPPING & (RE) POSITIONING

USAGE & AWARENESS

BRAND EQUITY

DETAIL AID TESTING

CONCEPTS DEVELOPMENT TESTING

PHYSICIAN AND PATIENT

SEGMENTATION

USER / NON-USER STUDIES

CSD Research Experience : For Your Brands

In MarketJust

Launched

PRE-LAUNCH MARKETLANDSCAPING

SCRIPTS BY PATIENT TYPE

PROMOTION AUDIT: Competitive promotional efforts by channel, $ invested, Share of Voice (SOV), Sales force equivalents, Detailing specifics.

PATIENT DIARY STUDY: Share of Dynamic and Static Rx markets, script share by patient profile script share by physician segment, persistency

Pre-approvalPre-Launch

MESSAGE TRACKING STUDY: Post-launch messaging, impact and performance among Users/Non Users, other Physician Segments

MESSAGE RECALL

CONTENTS


Promotional Data

Patient DATA

Communication DATA


11

CSD Promotional Tracking Studies by Channel

ACTUAL

PROMOTIONAL Data for the

OSTEOPOROSIS Market

CSD Promotional Tracking Studies by Channel

CEGEDIM © copyright 2005 – this document should not be distributed without CEGEDIM authorisationCEGEDIM © copyright 2009 – this document should not be distributed without CEGEDIM authorisation

Osteoporosis Market

Promotional Investments

All Promotional Channels - YTD, 5 rolling QTRS

SOI - Share of Investment (%) - by ProductPromotional Investment ($CAD) - by Product

Detailing Channel Only - YTD, 5 rolling QTRS

SOI - Share of Investment (%) - by ProductPromotional Investment ($CAD) - by Product

Promotional Mix Evolution - Q1 2008 vs Q1 2009

Promotional Spend ($, %) by CompanyPromotional Spend ($, %) by Product

13


K$

Promotional Investment (% Share) – All Channels

14

GPs, Specialists & Pharmacists:


K$

Total Detailing Investment – S.O.I

15



Promotional Mix by ProductQ1-2009 vs Q1-2008

Q1-2009

Q1-2008

K$

K$

16



Osteoporosis Market

Detailing Audit

• Detailing Share of Voice (SOV) by Product, by Specialty

• GP Details and Detailing Share of Voice (SOV) by Product

• Specialist Details and Detailing Share of Voice (SOV) by Product

17


GP and Specialist Detailing SOV by Product : Q1-2009

18


Details

19

GP Details and SOV by Product : Q1 2008 to Q1 2009


Specialist Details and SOV by Product : Q1 2008 to Q1 2009

Details

20


CONTENTS


Promotional Data

Patient DATA

Communication DATA


CEGEDIM © copyright 2005 – this document should not be distributed without CEGEDIM authorisationCEGEDIM © copyright 2009 – this document should not be distributed without CEGEDIM authorisation 22

CSD Communication – Message Tracking Studies (MTS)


ACTUAL

COMMUNICATION Data for the

DIABETES Market

CSD Communication – Message Tracking Studies (MTS)


Message Tracking Study

(MTS) Recoded Verbatim Messages

Diabetes Market CanadaFocus on Five Key Brands

Q4/2008 through Q1/2009 24

COMMUNICATION DATA

Ongoing Data Available for Osteoporosis

and Other Markets


Example : Diabetes Market (actuals)

Market = Januvia, Diamicron, Avandia, Avandamet, Glumetza.Total Messages (2 qtrs) = 444, Projected Annual = 888

• Key Messages by Brand• Share of Key Messages by Brand

• Level of Interest in the Message by Brand• Products with the Most Interesting Messages

• Prescribing Intention by Product• Products with the Highest Increase in Prescribing Intention

• Messages well-received by Physician Segment, by Product• Details and Messages that lead to an Increse in Intent to Prescribe, by Brand


Message Tracking Study (MTS) : Focus on Five Brands*

Brand Manufacturer Molecule

JANUVIA MERCK FROSST CANADA SITAGLIPTINDIAMICRON SERVIER CANADA GLICLAZIDE

AVANDIA GLAXO SMITHKLINE ROSIGLITAZONE

AVANDAMET GLAXO SMITHKLINE ROSIGLITAZONE + METFORMIN

GLUMETZA BIOVAIL METFORMIN

26

Brand Q4 2008

Q1 2009

TOTAL MESSAGES*

JANUVIA 75 88 163DIAMICRON 43 49 92

AVANDIA 59 54 113AVANDAMET 23 17 40GLUMETZA 19 17 36

*Based on messages recalled verbatim by representative panel of GPs, Specialists & Pharmacists as a result of detailing efforts between Oct 2008 and Mar 2009. Per CSD Promotion Database.


BRAND THE KEY MESSAGES

JANUVIA

JANUVIA AS A SECOND LINE THERAPY AFTER/ADD TO METFORMIN JANUVIA IS A VERY WELL TOLERATED MEDICATION CAUSING (NO/LESS) WEIGHT OR

HYPOGLYCEMIA JANUVIA REDUCES HBA1C 1-5% NEW ALTERNATIVE IN DIABETES TYPE II CARE

DIAMICRON

PRICE OF DIAMICRON MR HAS BEEN LOWERED, SAME PRICE AS GLICLAZIDE ONCE A DAY LESS HYPOGLYCEAMIA & SIGNIFICANT REDUCTION OF HYPOGLYCEMIC COMPARED TO

SULFONYLUREA/GLYBURIDE FULLY COVERED BY PROVINCIAL FORMULARY

AVANDIA AVANDIA IS ON CANADIAN DIABETES ASSOCIATION GUIDELINES SAFETY PROFILE / CONTROVERSY VS. CV RISKS USE AS SECOND LINE THERAPY

AVANDAMET IMPROVED COMPLIANCE WITH COMBINATION PILL EFFECTIVE 2ND LINE PLACEMENT IN THE NEW DIABETES GUIDELINES PRESERVES PANCREATIC FUNCTION

GLUMETZA

LONG ACTING METFORMIN ONCE DAILY DOSAGE = IMPROVES COMPLIANCE LESS G.I. SIDE EFFECTS

Communication Summary – Key Messages Recalled

27

GPs, Specialists & Pharmacists: Q4/08 through Q1/09


JANUVIA

DIAM

ICRON

AVANDIA

AVANDAMET

GLUMETZA

OAD0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

23%

1%8% 3%

14% 13%

23%

12%

19%23% 3%

18%

2%

0%

14%13%

0%

6%

18%

17%

18%15%

6%

16%

2%

8%

5% 20%

42%

9%

26%

35%

29% 18%28% 28%

4%

24%

1% 5% 6% 7%2% 3% 5% 5% 3% 3%

Gen. Diab. Mgmt.

Cost / Insurance

Safety / SEs

Dosage / Admin

Efficacy / EBM

Guidelines

Indication

Molecule / Pharmacology

Key messages by Category, by Brand

28

n=40n=113n=92n=163 n=36 n=456


Notes: n : number of messages. 1 raw Verbatim could have more than 1 message. OAD : total class of Oral Anti-Diabetic. EBM : Evidence-based medicine. SEs = Side Effects, Gen. Diab. Mgmt. = Other General comments related to management of Diabetes, not otherwise classified


JANUVIA

DIAM

ICRON

GLUMETZA

AVANDIA

AVANDAMET

OAD0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

47%35% 32% 36% 32% 39%

40%

49% 54%54%

50%47%

NR

NO INTEREST

MIDLY IN-TERESTING

INTERESTING

29

Interest in the Detail by Brand

n=83n=28n=78n=114 n=34 n=347


Notes: n : number of raw verbatims. 1 raw Verbatim could have more than 1 message. OAD : total class of Oral Anti-Diabetic.


Product Details Generating the Most Interest : Key Messages

30

% of Interesting Verbatim

New treatment : inhibitor of DPP-4 acts on intestinal Incretins stimulating insulin secretion

after a meal and protects beta-cell of the pancreas Reliable glucose lowering / reduces HbA1c 1-5% Well tolerated / Less side effects / Weight neutral / Less weight gain Less hypoglycaemia than other SULFONYLUREA For patient not controlled with METFORMIN and SULFONYLUREA Effective for type 2 diabetes with METFORMIN

AVANDIA Safety of AVANDIA based on study / Controversy on cardiovascular risk Diabetis 2008 Canadian guidelines – Studies : ADOPT & MIRACLE. Efficacy in BS / HbA1c lowering Reduces Insulin resistance Use as second line therapy

DIAMICRON Price of DIAMICRON MR has been reduced / no reason to switch to generics 24 hours BS control / Improves diabetic glucose control Fully covered by ODB plan Less hypoglyceamia especially in elderly

New 1000mg dosing – Improved compliance with once daily dosing Long acting METFORMIN

GLUMETZA

AVANDAMET Improved compliance with combination pill / Once a day combo with METFORMIN Best glycemic control / decreases HbA1c Presentation of new GUIDELINES for type 2 diabetis

47%

36%

35%

32%

32%

JANUVIA

Most Interest

Least Interest GPs, Specialists & Pharmacists: Q4/08 through Q1/09


JANUVIA

DIAM

ICRON

GLUMETZA

AVANDIA

AVANDAMET

OAD0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

55%

29% 32% 22%41% 37%

36%

54% 50% 71%

56%52%

NR

DECREASE

REMAIN UN-CHANGEDINCREASE

31

n=83n=28n=78n=114 n=34 n=347

Future Prescribing (Rx) Intention by Brand


Notes: n : number of raw verbatims. 1 raw Verbatim could have more than 1 message. OAD : total class of Oral Anti-Diabetic.


AVANDAMET

GLUMETZA

AVANDIA

55%

41%

32%

29%

22%

JANUVIA

Greatest Increase in Intent to Prescribe

Least Increase in Intent to Prescribe GPs, Specialists & Pharmacists: Q4/08 through Q1/09

Brands with Greatest Increase in Intent to Rx: Key Messages

% of Verbatim with Rx

Intention=Increase

New alternative in diabetes type II care / first DPP4 Blocks the effect of Incretin-increases GIP (gastric inhibitory peptide) and

GLP-1 (glucagon-like peptide-1) Safer in regards hypoglycemia & weight gain than other hypoglycemic classes Less hypoglycaemia than other SULFONYLUREA Weight neutral / Less weight gain / less side effects Treatment accurate with METFORMIN / Add-On therapy RAMQ exception drug list

Improved compliance with combination pill / Once a day combo with METFORMIN Sustained effect on blood sugar

Long acting METFORMIN Fewer side effects Improved compliance with once-a-day dosing

Price of DIAMICRON MR has been reduced / no reason to switch to generics Add-on with METFORMIN Less side effects than other SULFONYLUREAS / Safe on kidney

Product on Canadian Diabetes Association Guidelines Safety / new studies show AVANDIA is not harmful / RECORD soon available For reducing INSULIN resistance

DIAMICRON


DIAB MGMT

MOLECULE / MOA

INDICATION

EFFICACY

SAFETY

DOSING/ADMIN

COST

GUIDELINES

TOTAL

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

33%

3%

3%

3%

17%

3%

33%

30%

37%

41%

40%

25%

75%

36%

33%

68%

61%

55%

60%

75%

83%

25%

61%

NR DECREASE REMAIN UNCHANGED INCREASE

Details that lead to an Increase in the Intent to Prescribe

33

JAN

UV

IAn =163

n=4

n=6

n=4

n=42

n=29

n=38

n=3

n=37

n : number of messages. Note : 1 raw Verbatim could have more than 1 message GPs, Specialists & Pharmacists: Q4/08 through Q1/09


Details that lead to an Increase in the Intent to prescribe

34

AV

AN

DA

ME

T

DM

MOLECULE/ MOA

INDICATION

EFFICACY

SAFETY

DOSING/ ADMIN

COST

GUIDELINES

TOTAL

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0.5

0.03

0.5

0.67

0.33

0.86

0.38

0.8

0.55

100%

33%

67%

14%

63%

100%

20%

43%0

NR DECREASE REMAIN UNCHANGED INCREASE

n=40

n=5

n=2

n=8

n=7

n=6

n=9

n=2

n=1

n : number of messages. Note : 1 raw Verbatim could have more than 1 message GPs, Specialists & Pharmacists: Q4/08 through Q1/09


Messages well-received by Physician Segment: DIAMICRON MR

FREQUENT Prescriber

OCCASIONAL Prescriber

INCREASE

• Controled release• Add-on with METFORMIN for diabetes• DIAMICRON has less side effects than other SULFONYLUREA• DIAMICRON MR is same price as the generic so write no sub for your ODB patients especially• DIAMICRON MR: in diabetis + renal / dosing information• Less hypoglycemia• More stable than DIABINASE• Once-a-day • Price of DIAMICRON MR has been lowered• Safe on kidney• Safety• Well tolerated - few side effects - replacing GLYBURIDE

• Interest of DIAMICRON at the patients diabetics with renal insufficiency • New price / very affordable• On open formulary list of ODB• Very effective & can be used with METFORMIN

REMAIN THE

SAME

• 24 hours BS control• DIAMICRON MR has the same price of generic• Generics soon• Good control of blood sugar levels• Improves diabetic glucose control• Less hypoglycaemic reactions• ODB coverage• Much safer than GLYBURIDE• No hypoglycaemia• Offers less hypoglycaemic incidents compared to GLYBURIDE• Less hypoglycaemia especially in elderly• Once-a-day• Useful for first line in diabetes• Very few hypoglycaemic events

• 64% reduction in price from 37¢/day to 14¢/ day• Effective for type 2 DM• Less hypoglycaemia• Low hypoglycaemia in type 2• New price, same price as generics• Now copied• Now covered by provincial formulary• Once a day • Twice a day • Less side effects

Future Intent

35

Current Habit


CONTENTS


Promotional Data

Patient DATA

Communication DATA



CSD Patient Diary Studies (PDS)


ACTUAL

Patient Data for the

OSTEPOROSISMarket

CSD Patient Diary Studies (PDS)


What is a PDS (Patient Diary Study)?

What is a PDS?What is a PDS?

The PDS is a tool thatmonitors the market.

It reaches GPs and SPECIALISTS

With a PDS we keep an eye on prescription share...

11Main PDS Advantages

It reaches COMMUNITY- and HOSPITAL- based doctors

22It is REAL PATIENT CASE reporting

33

The PDS is patient data provided by physicians for a given market.

It’s not claims-based research….

…it’s realPATIENT DATA!PATIENT DATA!


What methodology is used for a PDS?

What methodology is usedfor a PDS?

What methodology is usedfor a PDS?

The methodology is conceived to collect essential information on a significant number of patients per doctor, maximizing the sample.

11 22 33

A representative sample is recruitedA representative sample is recruited

Physicians report on patient cases

Analyses are presented in a complete report

Patient Inclusion Criteria (Actual Criteria for Current

Diabetes PDS in Canada)

PDS studies will follow the same patient inclusion criteria:

11 Patient must be diagnosed as diabetic (either type 1 or 2)

Patient must be/have been Rxed for diabetes (either OAD or insulin)

22


PDS Workflow

PDS monitors prescribing behavior

RecruitmentConsultation

(Prior to study) Prescription Physician Reporting Monitoring

Doctors fulfilling the

requirements are recruited by telephone

Doctors see patients

pertaining to the study

Doctors have written a script for

each patient they have

seen

Doctors have the option of the

Internet or mail in which to fill out

patient information

Data collection, PDS analysis

and result delivery

Sent web link

http://images.google.fr/imgres?imgurl=http://www.gerking.com/grafik/flags/flag%20germany.gif&imgrefurl=http://www.gerking.com/aktuell.html&h=796&w=1200&sz=6&hl=fr&start=1&tbnid=Mu-OKkoAQeG0JM:&tbnh=100&tbnw=150&prev=/images?q=flag+germany&svnum=10&hl=fr&lr=&sa=G


45

CURRENT DIABETES PDS PROJECT IN PROGRESS

METHODQuantitative input from PDS –GPs / EndocrinologistsData collection by mail, email and phone

RECRUITMENT OCTOBER 2008

FIELD NOVEMBER 2008 – DECEMBER 2008

ANALYSIS JANUARY 2009

REPORT FEBRUARY 2009

SAMPLE150 GPs30 Endocrinologists/ IMs

PATIENT CASES

GPs: 600 CASES per QTR 2400 CASES per YEAR

ENDOS: 600 CASES per QTR 2400 CASES per YEAR

TOTAL: 1200 CASES per QTR 4800 CASES per YEAR

ORAL ANTI-DIABETIC (OAD) MARKET


Promotional Data - CAM Patient Data - Thales Communication Data - ZOOM

All CSD Strengths Applied to PDS

CSD Strengths

Medical Database Experts1115 years managing medical databases

Promotional database update through a medical diary by doctors measuring sale reps visits and therefore pharmaceutical investments.

Longitudinal patient database updated through a software of consultation management serving doctors and transmitting data to CSD.

Communication database storing doctors’ message recall regarding all promoted products.

PDS is the complementary database on patient information for specialists and hospital based doctors.

CSD is the only marketing research company that possesses 3 medical databases and has so for 15 years:


All CSD Strengths Applied to PDS

CSD Strengths

22 Competitive Intelligence Provider Ad-hoc Studies Know-how 33 CSD has a wide coverage with branches in 58 countries enabling in house fieldwork with a global reach.

CSD offers concerns on all aspects of the marketing mix of pharmaceutical companies:

Promotional Investment Patient Information Communication Follow-up

Epidemiologic Studies Producer44 IT Technology Developer55 CSD is respected for its strong knowledge in medical research, having produced many epidemiological studies with scientific value in many domains:

As a branch of the Cegedim Group, CSD benefits from expertise in IT systems and info management.

Prevalence calculation Joined population Economic studies


Data Collection of Patient Cases(Electronic & Paper)

Osteoporosis Patient Diary Study : Overview

OSTEOPOROSIS Targets, Recruiting and Representative SAMPLING of :

EVOLUTION OVER TIME …. OVER A PERIOD OF YOUR CHOICE

QUARTERLY SNAP SHOT or

GENERAL PRACTITIONERSRHEUMATOLOGISTSGYNAECOLOGISTS


VARIABLES FOR PATIENT PROFILINGPATIENT

CHARACTERISTICSRISK

FACTORSMEDICAL DISORDERS / CO-MORBIDITIES

AGE

GENDER

BMI (HEIGHT/WEIGHT)

RACE

BONE MINERAL DENSITY (BMD)

FAMILY HISTORY

MENOPAUSE

EATING DISORDERS Anorexia nervosa Bulimia

DRUGS CORTICOSTEROIDS THYROID HORMONES SSRIs

BREAST CANCER

SEDENTARY LIFESTYLE

CHRONIC ALCOHOLISM

SMOKING STATUS

TYPE 1 DIABETES RHEUMATOID ARTHRITIS INFLAMMATORY BOWEL UNTREATED HYPOGONADISM INFLAMMATORY BOWEL DISEASE ORGAN TRANSPLANTATION THYROID DISORDERS PROLONGED IMMOBILITY

COMPLICATIONS FRACTURES / NO FRACTURES

SPINE HIP WRIST

Osteoporosis Patients : Profiling Data by Physicians


TREATMENT

CURRENTCURRENT

Brand nameBrand name

Drug concentrationDrug concentration

Dose frequencyDose frequency

PREVIOUSPREVIOUS

Brand nameBrand name

Drug concentrationDrug concentration

DRUG USE IN PRACTICE

COMBINATION THERAPY

COMBINATION THERAPY

THERAPEUTIC SCHEMEMONOTHERAPYMONOTHERAPY

FIXED

FIXED

NOT FIXED NOT

FIXED

STATICRenewalsSTATIC

Renewals

DYNAMIC / STATIC MARKET

Switched brandSwitched brandAdded brandAdded brand

First prescriptionFirst prescription

DYNAMIC OPPORTUNITIES

DYNAMIC OPPORTUNITIES

ReplacementReplacement

Reason for treatment changeReason for treatment change

BISPHOSPHONATES PARATHYROID HORMONE SELECTIVE ESTROGEN RECEPTOR MODULATORS (SERMS) ANTIPARATHYROID HORMONE CALCIUM SUPPLEMENTS VITAMINE D SUPPLEMENTS HTS

Physician Initiator

All data can be cross-tabulated with any other element

Osteoporosis Treatment Behaviour Data


SoldeTOTAL ALENDRONATE ASSOCIENouveaux PatientsTransferts PositifsPrescriptionsSoldeFOSAVANCENouveaux PatientsTransferts PositifsPrescriptionsSoldeADROVANCENouveaux PatientsTransferts PositifsPrescriptionsSolde

13.4% 12.4% 11.7% 11.2% 10.6%

5.8% 6.3%4.7% 5.9% 5.5%

10.4% 9.9%8.8% 8.7% 8.9%

Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008

FOSAMAX

-8,571 -6,344 -6,440 -4,388 -3,816

18.7% 19.8% 20.0% 20.1% 19.5%

16.9%

21.1% 20.1%

19.0%15.6%16.4%

20.5% 19.6%

19.8%

15.9%

Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008

FOSAVANCE

+828 +2,099 +1,240 +239-1,336

20.9% 22.6% 23.3% 23.5% 23.5%

23.9%

29.3% 30.2% 27.9%24.7%

21.0%25.4% 23.5% 24.6%

21.5%

Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008

TOTAL ALENDRONATE ASSOCIE

+3,701 +4,770 +4,722+1,908 +811

2.2% 2.8% 3.3% 3.4% 4.1%

6.9%8.2%

10.2%8.9% 9.1%

4.6% 5.0% 4.0% 4.7% 5.6%

Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008

ADROVANCE

+2,873 +2,671 +3,482 +1,670 +2,147

Prescriptions Transferts Positifs Nouveaux Patients

OSTEO PDS: Dynamic Market: Share by Product: All Specs

Actual Data provided to Amgen France


SoldeFOSAMAX RHEUMsNouveaux PatientsTransferts PositifsPrescriptionsSoldeFOSAMAX OB/GYNsNouveaux PatientsTransferts PositifsPrescriptionsSolde

13.4% 12.4% 11.7% 11.2% 10.6%

5.8% 6.3%4.7%

5.9% 5.5%

10.4% 9.9% 8.8% 8.7% 8.9%

Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008

FOSAMAX : GPs

-8,571 -6,344 -6,440 -4,388 -3,816

5.6% 5.8% 4.8% 4.0%3.2%

3.1%

2.0% 1.2%3.1%

1.4%2.6%

3.6% 3.1%

2.0% 0.9%

Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008

FOSAMAX : RHEUMs

-720 -831 -894-298 -407

7.0% 5.9% 6.1% 6.5% 5.8%

7.1%6.2%

1.0%2.6%

4.2%

7.4%

4.5%

5.0% 4.8%

3.5%

Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008

FOSAMAX : OBGYNs

+83 -165-537

-124 -83

Prescriptions Transferts Positifs Nouveaux Patients

OSTEO PDS : Fosamax Switches, New Starts by Specialty



-2,143 -2,862 -3,625 -3,911 -3,673

+828 +2,099 +1,240 +239

-1,336-2,532 -1,479

-1,813 -2,003-2,003

-5,406-3,673 -1,002

+1,097 +3,101

-8,571

-6,344-6,440

-4,388

-3,816

+14,854+9,254

+7,727+5,533

+3,482

+2,873

+2,671

+3,482

+1,670 +2,147

+3,701

+4,770+4,722

+1,908 +811

-828

-763-763

-191-716

Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008

TOTAL ACTONEL FOSAVANCE SERM

PROTELOS FOSAMAX BONVIVA

ADROVANCE TOTAL ALENDRONATE ASSOCIE TOTAL ETIDRONATE

OSTEO PDS : Net Dynamic Market by Product over Time



OSTEOPOROSIS PDS

Objectives:

Monitor your product in the Osteoporosis market and identify patientconditions under which it is prescribed

Understand what proportion of the Dynamic Rx market your product owns : New Starts, Add-on Therapy, Net Switches, Switches to/from and Why

Start looking at patient demographics/profiles to understand what are the attributes of patients receiving your product – and implement marketing actions to penetrate / defend as necessary

Track prescribing patterns among PMO, RA, OA, AS and other patient types / indications as appropriate

Measure Prescription Share : # of patients by class by brand

Understand Market Size and Growth

Identify Treatment Patterns by Complication, by Patient Profile


BUILDING OUR UNDERSTANDING3 MAJOR

QUALITATIVE

OBJECTIVES

CSD is ready to provide strategic thinking on your next research project…

What are your top three strategic imperatives for 2009-2010? How do these imperatives drive your data acquisition plan?

Which specialties/metrics are you most focused on?


Vernon MASCARENHAS Business Development DirectorPrimary Market Research Specialist

Vernon has 12+ years experience in the pharmaceutical industry on the client side and as a consultant. On the corporate side Vernon has delivered business results as a specialty sales rep, sales force operations manager and market research manager. On the consulting side as a marketing research consultant, Vernon has built a reputation by delivering results. His sales and marketing efforts have contributed to the successful launch of 20+ products in diverse therapeutic areas.

George PANARITIS Direct, Primary Market ResearchGeorge has more than 10 years experience in Market Research primarily in the healthcare industry. He is currently directing CSD’s Primary Market Research division by managing and supporting new and ongoing business/program development and sales initiatives. He leads the sales process in seeking out new opportunities and manages the market research production process.

Donald DeGryse Field Research Operations ManagerDonald DeGryse has over 10 years experience as an Operations Manager dedicated to market research processes. As result he excels in operational leadership, best practices, communication, coaching and motivational skills. His market research operations background is in the Pharmaceutical, Telecommunications and Marketing Services verticals.

Samy Daoud Market Research AnalystSamy has over 6 years of analytical experience, having worked for various research companies in a variety of industries. Samy is replied upon as subject matter expert in statistics , analytics and data management. His educational background is in mathematics and statistics.

APPENDIX A : CSD TEAM - Overview, Select Personnel


APPENDIX B : COMPANY OVERVIEW

About Cegedim Group:

Founded in 1969, Cegedim is a global technology and services company specializing in the healthcare field.Cegedim supplies services, technological tools, specialized software, data flow management services and databases. Its offerings are targeted notably at healthcare industries, pharmaceutical companies, healthcare professionals and insurance companies. The world leader in pharmaceutical CRM, Cegedim is also one of the leading suppliers of strategic healthcare industry data. Cegedim employs 8,200 people in more than 80 countries and generated revenue of €849 million in 2008.

To learn more, please visit our website: www.cegedim.com

About Cegedim Strategic Data (CSD):

CSD is a leading Market Research company dedicated to the healthcare industry and operating in more than 58 countries. With over 35 years experience in the Pharmaceutical industry, CSD offers a comprehensive range of market research services and solutions to its customers, which include more than 50 global and 500 local Pharmaceutical companies. CSD integrates primary and secondary analyses with its medical expertise to meet its customer’s research needs.

To learn more, please visit our website: www.cegedimstrategicdata.com

http://www.cegedim.com/

http://www.cegedimstrategicdata.com/


Uncommon Experience Global Platform for Pharmaceutical Market Research

CSD has extensive experience in quantitative and qualitative methodologies which allows Amgen to have total confidence in our ability to bring experienced perspective to bear. As a truly global organisation CSD’s knowledge and understanding of running international projects is seen by our clients as a major competitive advantage. CSD has a physical presence in 39 countries and provides market research services for 80 countries globally. In the last year, we have conducted over 40 multi-country primary market research projects covering from 2 to over 20 countries including the US, involving interviews with physicians, nurses, pharmacists, and patients over a wide range of therapy areas, methodologies and types of study.

Unparalleled Physician Access Exclusive Perspective of Your Business

CSD are experts in analysis of pharmaceutical promotion and marketing communication strategies through our CSD Promotion database (Promo), Competitive Intelligence product : Message Tracking Study (MTS) and ongoing Patient Diary Studies (PDS). Promo, MTS and PDS data are collected from GPs, Specialists and Pharmacists, giving CSD access to a large and geographically representative panel of physicians for inclusion in other custom research. Our panel participants are already familiar with responding to both internet and telephone surveys for CSD.

In addition, through our sister company, Cegedim Dendrite, CSD has access to the OneKey/Pharbase database of healthcare professionals, the most complete source of such information in the world.

Consultative Approach Customer Service is Why We Exist

Close collaboration with clients is key to our projects and ensures the highest level of client service – our guiding principle at all times.

Finally, CSD assigns dedicated teams of healthcare researchers with the most salient experience to each project from beginning to end, so that the best thinking is brought to bear, a focused environment is created and to ensure the best, most timely feedback are gathered for our consultative approach ensuring a premium level of client service, meeting the objectives, and provide clear and insightful recommendations.

UNIQUE VALUE PROPOSITION : CEGEDIM STRATEGIC DATA


CSD CONTACTS

Vernon Mascarenhas Business Development DirectorPhone: 416-335-3545 / Cell: 647-998-8376 Email: [email protected]

George PanaritisDirector, Primary Market ResearchPhone : 514-906-4604 / Cell: 514-827-2202Email : [email protected]

Gwénaëlle DelpirouGeneral Manager CSD Canada Phone : 514-906-4601 / Cell: 514-629-7122Email : [email protected]

CSD CANADA OFFICES

210-8250 boul. DécarieMontréal, QC H4P 2P5 CANADA1-514-738-2771

CSD CANADA OFFICES

4-2210 Markham RdToronto, ON M1B 5V6CANADA416-335-3545

CSD : Pharma Market Research Offerings and Real Market Data!

Documents

Transcript of CSD : Pharma Market Research Offerings and Real Market Data!