Lexapro Marketing Plan

8/14/2019 Lexapro Marketing Plan

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August 12, 2009Via Electronic TransmissionTheHonorable Herb KohlChairmanUnited States Senate Special Committee on AgingWashington, DC 20510Dear Chairman Kohl:

The United States Senate Committee on Finance (Finance) has jurisdiction overthe Medicare and Medicaid programs and, accordingly, a responsibility to the more than100 million Americans who receive coverage under these programs. As Chairman andRanking Member of the Finance Committee we have a duty to protect the health ofa11Americans and safeguard taxpayer dollars authorized and appropriated by Congress forhealth programs.

On August 5, 2009, you sent us a letter requesting documents related tocontinuing medical education (CME) and other issues regarding the relationship betweenindustry and academia. We are attaching several documents to this letter that areresponsive to this request with the understanding that these documents are now public.

Thank you for your attention to this matter and dedication to transparency. If youhave any questions, please do not hesitate to contact Christopher Law with SenatorBaucus or Paul Thacker with Senator Grassley at (202) 224-4515.

Sincerely,

Max BaucusChairman

Charles E. GrassleyRanking Member


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Lexapro DocumentsCME PaymentsPayments to Professional SocietiesPayments for StudiesPayments to Physicians


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LexaproFY04 Marketing Plan

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ACe FOREST LABORATORIES. INC .

. . proescitalopram oxalate

Confidential

FISCAL YEAR 2004M A R K E T I N G PLAN

PRESEN TED BY:John AmexesLiat AshkenaziSteve Closter

Nefertiti GreeneLaura Lavell

John MacPheeNikhil NayakFrank PreziosiRenata R.eis

Dawn WaltersMatt WarburtonKelvin WongClaire Zinnes

Developed April 1. 2003

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EXECUTIVE SUMMARYFisc:al Ycor 2004 (FY04) .till matks the launch phsse fOJ: LexapIO"', escita1op= oxalale. Thisdocument outlines Forest Laboratories, Inc.'s aw:keting plan for the continued launch ofLexapro inthe U.S. market. TIns plan covetS all aspeClS of the launch period including a markel analysis,objec1ives. SWOT analysis, critical issues, a detai1ed description of FY04 strategies and tactics,including the launch oE the generalized anxiety disorder (GAD) indication in Q4 FY04.

LEXAPRO nEVELOPMENT

On August 12, 2002 LexapIO received approval from the FDA fOr the treatment ofmajor depressivedisoIdel. After stoclcing the tIlde and training the sales represenlatives. sales foree promotion ofLtxapro commenced on September 5, 2002. As of .April 1, 2003, Lexapw hss 10.4% of the newprescription market .hare and 7.7% of the total prescription nfarkel share. This market sharedemonstrates the initial succas of Lexapro's launch. Lexapro is ~ t 1 y tracking as the sixth besllaunch in phsrmtctutical history w;th a high likelihood of surpassing Viagra" (sildena61 CItrate)' andClarine," (deslotllldine)2. which began dechning after initial spikes in the firsl 4 months of launch.Although Le""l'w hss encountered initial success, the aggressive launch phose oontinues as curren'and upcoming SRI competiro'" are increasing their efforts.Further motivation for the competitive response can be gleaned from the fact that Lexaprots gains innew prescription market share have come ae the expense of all competitors, nOt just Celexa. As ofApril I, 2003, 50% ofLesapro's growth hss come from Cel. . . and 50% from the other competitors.primarily the PaxiJ'" (paroxetine hydrochloride) franclus.. Since the launch of Lexapro, every SSRIhss lost market share and the growth for Effexor" XR (venlafuine hydrochloride)' hss sloweddown. However, ainee January of 2003, the competito'" are beginning 10 rebound as EfEeso, XR hasslowly continued its growth, Zoloft" (scrtraline hydrochloride)' has steadied its declines and even thefluosetine franchise has stabilized. Furtheenore, another Eli UJly oompound, CymbaltaN (duJoxetinehydrochloride)', an SNRI used in the treltmenl of MOD with a potential focus On pain and othersomatic symptoms is due to launchin FY04. For all of these reasons, in FY04, Lesapro will need 10increase its competitive efforts in order to combat the competitive responses and new competitorentries.

I Viqra if; regWcred ttademuk ofPfizer Inc.

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. COMMUNICATION OBJECTIVES Communicate the positioning ~ Lextpro scross oll promotional venues: "Lenpro, thesingle isomer of Celexa, is an. effective first-line SSRI for all sdult depressed patients,

wbich offers superior efficaey and tolerability over all SRI. Incorporate the seven key .elling poinlS in every progrsm

PIlOMOTIONAL OIlJECTIVES Achieve first place in detail dollar share ofvoice in the SRI market Maintain SRI category leacler!hip in number of ioumslad inserts Maintain SRI category leadership in total number ofmedical edueanon events (Including

CME sympocia, speaker Pr0pm8, tekconferenc. ., and peer scIling program.) Generate significant Leupro specific news coverage to both consumers BDd hea1tbcare

professionals Have Lexapro included in olldepression/anxiety related round up article./storie. thatdiacuu treatment

MANAGED CARE OB}ECTIVES Gain =t r i c t ed formulary acCess for Lexapro Improve the formulary position ofLexapro in the SSRI class by:

1) Continue to establish, (avoftble tiered c ~ p a y pOSition for Lex.pro versuscompetitors

2) Pre launch GAD data initiativ. . to improve formulary statu.3) Improve existingLenpro (onnuiat)' statui to mote favorable position4) Non formulary to formularyS) 3'" to 2"" tier6) 2"" tier to 1 of 2 prefersed

Exceed individual MeO m:u:ket shue and net .ales goals as defined in account managerbusiness plans thro\JSh enhanced, ta.tg


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Incr. . . . Lexapro promotioml noise level through improv.d communication to exa:ma1cu.tomers regarding the valu. ofLeupro in lIWlIgod care E.llblish baIin.managed cue training for field force beginningwith Pha.e I training.

1) Develop ongoing coaching tools for District Manager'. to implement on aoontinou. basis with 6eId teptclentatives lntegnt. communication between Managed Heolthcar. Opentions, LexaptO BrandTeam, and Field Sal. . Fore.CRITICAL ISSUES

SHARE OFVOICE LIlADERSlnFTh. antideptes.ant market is the mos t h. .viIy detailed category in the pharmaeeutical industry. It i.ther.fore imperative thatLeuptOmaintain SOV leader.hip in FY04 by: Continue to competitively a.1I: Lev.rage sttOng comparativ. and clinical data ineluding hcadto-head venlafaxine and sertt1lin. datamMOD and h..d-to-head paroxetin. data in GAD. Maintain/inc"'ase field IUppott: Continue leader.hip in Lwich & Learns and d.ttiling. and

inac2 samples Inctease Med Ed efforto: Mote sponsOtships of CME, ineteosed level of .pcaket ptogtUl1S.mointain level of tcleconfctenccs and peet .elling Expanlion condngencieo: Prepare for intem>l chsruption. in the field due to the ptOmotion ofother products and potentiallaunch.s

"Our PERFORM" IN AlL SEGMENTSIn order to achiev. market dominance, Lexapro C2n/lot lag in any market .egmen... In F'i04,LcxaptOwill out p.rform in the following market .egmen. .: Dilorder (anxiety): Maximiz. pre-launch and launch efforts in GAD Provider (poycb): Accelerate psychiatry penettlluon and make LexaptO the .tandard of care. Beproactive with selectivity message to addtcS. competitors head on Padent Segment (age): GenCllte more geriatrIC and pedistric data and pur.ue indication...

necessary 3" Party Aceea.: Secure ace. . . (formularies and VA.) and pull thteugh (LTC)

EXECUTIVE SUMMARY

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INNOCULATIONIn an ef for t to be prepared for the ""Pected and unOl


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MadeetSale."A. TOTAL SALES

Zoloft dominated the SRI market in teans of dol1at sales in 2002, while Prouc sales weremore than cut in half. Paxll salcs were above $2 billion, with Celen and Effexor closebehind at $1.587 billion and 11.524 billion respectively. Being a late entrant into the marketin 2002, Lex.pro's sales were just shy of $1 million. While the overall lIl2%ket remainedconstant. all of the SRI., with the exception of Prozae. Effexor. Remeroll, Luvox.Fluvoxatinc, and Serzone cmibited double-digit sales growth in 2002.

Table 3.0: SRIDollar SalesProduct 2001 Total 2002Total Change ShareSalest Salest (%) (%)lbillions\ lbiWous\SRI Market 110.695 11Q.690 0.0 100

Zoloft $2.271 $2.545 12.1 23.8Paxil $2.154 $2.341 8.7 21.9PaxilCR $0 $0.205 N/A 1.9CeJexa $1.156 $1.587 37.2 14.8EfJexorXR $1.106 $1.524 37.7 14.3F1uoxetine $0.631 $0.749 18.7 7.0Prozac $2.074 50.428 -(79.4) 4.0RemelOD $0.399 $0.388 (2.9 3.6SenoDe $0.385 $0.272 (29.4) 2.5PaxilCR -0- $0.205 N/A 1.9Effexor $0.137 $0.135 (1.6) 1.3RemeroD $0.045 $0.127 182.8 1.2SoltabprozacWeeklv $0.061 $0.105 72.3 1.0Sarafem $0,093 50.103 10.3 1.0LexanlO -0- 50.099 N/A 0.9FIuvoxaJD.ine 50.080 $0.062 1'22.3) 0.6Luvox $0.103 $0.022 (78.4) 0.2

.. ' ," , , . \ . ; ~ . ' : .. ; ' ~ i : : . : " ' : . ' '. , ... ' .. ::. , . . . . .', ... : ... ~ : . . ' t : ., .We1lbutrin+SR 51.201 $1.541 28.4+llCDeDCT ...Iodudes chain .tore phumaaes. uxiependent phannaae:s. food stores. LTC fadliacs. mlil otduhouse" fedeta1 fadll. . . . llOft-federai hospitals, clinics. " 'd cliuet purch.sing .taff HMO., homeheolth . . . . . misc. chaDneI.

"ReWland Provider Peraptetiva C2002 IMS Heallh

COMPETITIVE ENVIR.ONMENT.

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B. TOTAL PRESCRIPTIONSAlthough the ovenll t rends are the same Paxil and Zoloft continue to fare better when i tcOmes to total prescriptions as a result of continuing re6lls. For the year 2002, Zoloft wasthe !nUket leader (22.3%), followed by Paxil (20.06%). Celexa demonsti:ated the second tolargest growth amongst aU SRIs (33.29%) and secured 15.81% ohotal prescriptions. WhileEffexor XR continues to grow, it increased growth at a slower rate of 31% [fable 3.2).Leupro's total share of prescriptions for 2002 was .9% and growing.

Table 3.2: SRI Total PrescriptionsProduct z00lTRx z002TRx Change Share

(lbo""mda) (.houunda) ("10)- (% )Market 121,910 140,072 14.90 100Zoloft 27,974 31,229 11.64 22.30Paxil 26,058 28,103 7.85 20.06Ce1exa 16612 22 142 33.29 15.81F1uoxerlne 7,287 21.227 +++ 15.15EffexorXR 11,321 14885 31.48 10.63Remeron 5,330 4,877 (850) 3.48Sen:one 4,671 3,065 (34.401 2.19Prozac 16,875 2,908 (82.771 2.08Paxil CR -0- 2,386 N/A 1.70Remeron Soltab 634 2,298 ......+ 1.64Effexor 1,836 1,778 (3.171 1.27ProzacWccldv 705 1,312 86.07 .094Lexapro -0- 1,256 N/A 0.90Sarafcm 1,135 1,232 8.53 0.88F1uvoxamiDc 916 1,212 32.35 0.87Luvox 556 162 00;901 0.12

1. REFIlLRi\TESIncreases in the nwnber of new prescriptions, average prescription sizes, and refill rates havefueled growth of the SRI prescription mukc:L Each product in the !nUket posted eq.w orhigher refill rates and prescription sizes in 2002 than 2001 (Figure 3.7). The average ratio ofTRx to NRx was 2.26. .

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E. USES BY AGEDepression is an iIltIess that tffeers all ages and SRIs are used for patients nnging from thevery young to the very old. Eight percent of total SRI usage is for patients under the age of20 (this age group represents 29% of the U.S. population.) SRI usage is most prevalent inthe adult population. Patients between the ages of20-39 and 40-59 represent the majority ofthe market at 30% and 41% of usage, respeetively. Usage of SRIs in older patients (over 60years of age) mirrors the general population at 16% [Figllre 3.1OJ.

Figure 3.10: CY 2002 Usage by Age: SRIs va. LexaproSRI Matlc


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Table 3.5 CY 2002 SRI Usage byAge (Colunms Total to 100%)Product ADAp 75 Uaapec:lfiedW,) ("I,) 1"10) ("10) (%) 1"/,) i%)Market 100.0 8.5 30.1 40.2 11.2 6.4 3.6

LexaDIO 3.1 3.4 4.0 2.8 2.5 1.6 3.2Ce1elca 17.4 16.0 17.9 16.4 17.7 21.5 18.0Effexor+XR 13.8 11.3 13.8 16.2 9.4 9.2 13.8Luvox 1.2 2.7 1.1 1.2 1.2 .07 0.4PaxII+CR 21.0 22.3 22.1 18.8 22.7 24.4 20.9~ ~ ( I o " " ' + B.8 14.3 15.8 17.7 15.0 7.2 16.5Rell1eron Une 4.5 3.0 2.9 4.8 6.2 10.5 3.1Sararem 0.8 0.3 1.4 0.6 0.1 0.0 1.5Serzone 2.4 1.0 1.8 3.4 2.4 0.8 2.9Zoloft 20.0 25.6 19.1 18.0 22.9 24.1 19.7

Paxil maintained the positions it achieved in 2001 showing movement only in th e 20-39 agegroup (+3%) and the 40-59 (-2%) age groups. Zoloft showed significant movement only inthe 40-59 group (+1%) and maintained (moving only 1%) in the other age groups.Lexapro's data cannot be complIed to 2001, but it MS the majority of ia patient populationrooted in the 20-39 and 40-59 age group, while Celexa's sw e remained constant across allage groups ( 2%). Effexor XR was relatively constant in all age groups showing significantmovement in the 60-74 age group (.3%).

F. PRESCRIPTIONS BY SPECIALTYPtinlary care physician. (pCP.) write 30.3% of all SRI NRx and psychiatrists account foranother 31.1%. Together, these two specialties prescribe almost eight ou t of te n SRI NRxwith PCPs steadily becoming a large portion. OBGs (3.6%) and neurologists (1.5%) fall wellbehind in terms of prescribing potential.Celexa till has goodpenettation with the specialist although the gap is nattowing andalthough Lcxapro's numbers were no t huge fox the end of 2002 they are steadily growing[Table 3.6]. Paxil/CR, Zoloft, and Effexox/XR also all ovex perfOlms with psychiatrists-having. greater shOIe than Celexa and Lexapro - and slighdy under petfonns with PCPs andOBGs. Prozac and generic tluoxetine both Mve a higher than average shuc in the OBGoffice especially since the launch ofSarafem and its PMDD indication. .It should be noted that NRx mOIket shOIe for Celexa (Table 3.6a) indicates that Celexa hasan even distribution among all specialties and hovers lIound 14% in all categories.

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,) Lexap,.. Oral S.INIi.nLexapro on! liquid wu launched in late 2002. The Lexspro on! liquid is peppeanillt-flavored and is concentrated as a 5 mg/5mL solution. It is currendy packaged in 240 mL (8oz) bottles which deliver approximately twenty-four lOmg doses per bottle.Lexapro oral liquid has no t been aggressively promoted to physicians and has never beensampled.

Table 3.17: SSW OralLiquid New PrescriptionsProduct 2001NRx 2002NRx Change Shareltbousanda\ l!housanda) 1%\- (O/,,\Market 166 172 3.6 100.0

Fluoxetine 16 56 ++ + 32.6Paxil 53 46 113.2\ 26.7Celexa 19 31 63.2 18.0Zoloft 12 20 66.7 11.6Prozsc: 66 19 (71.2) 11.0

VI. SRI MARKET PROMOTION "."..'A. DETAILING

The SRI market is a highly competitive one, with 4.5 million physician contacts recorded incalendar year 2002. 'Ibis was achieved through several of the largest sales folCcs in thepharmaceutical industry [Figure 3.18). Both Paxil and Prozac Weekly increased their salesfalCes, 18% and 15%, respectively. Romeron d,......."dtheir sales force by 53%.

Integrated Promotional Services Audit C2002 JMS Hca1ch." Nationaljoumll1 Audit C2(lQ2 IMS Health.:It PromotionalMtetitlg and Event Audit C2002 S c o t t ~ L e v i n A ~

NPA PI.. C2002 IMS Health,

u SptulJ 2002 LTC Promotional Audit C2OO2 Stott-l..tw't As,OCUlC$.

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Figure 3.18: SRI Sales Force Size

2000ti 1000o

IMS audits reported r.exapro to have 374,000 detailing COQuets in 2002 while Celexa had611,000. Zoloft was the market leader in this categoty with a little over 1 million detailingconuets. Paxi1/CR and Effexor Xl\. aad were sond and thitd behind Zoloft with 983,000and 653,000 detailing COQUets, respectively.

Figure 3.19: CY 2002 SRI Detailing Dollars

10.)5'1.

WO'I,

.t.ex.proDCeIex J!lI'exor+XR.PaxiI+CRDProzae+Weekly.1lem...". LineE1Sanfem.Sc:aOllCE1Zoloft

Confidential

Detailingexpenditures have increased steadily and signifieandy for Paxil. Celexa and EffexorXl\. while Serzone, Sarafern, Prozae and Prozae Weekly, and Zoloft have all reduced theirspending during 2002. [Figure 3.20].


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Figute 3.20: SRIDetailiJlg DolWs OverTime

$14 ' ~ f f ~ ~ i ~ ~ ~' 1 2 ~l! '10 . j ; ! : : ~ ~ ~ ~ ~ : r : P . ; ' ". ! ! $ 8 ~ ! , : ; a . ; ~ ~ ~ ~ ~ ~i $6.5 $4

$2$0 ~ ~ : = . ; . . : : ~ ~ ~ ~ J I 1J ! J ! 1I I1. DETAll.ING BY SPECIALTY

- Dexor Line-Pu l I+CR-ProzaC+WeeIdy

. . . . . . . . . Une-Saralcm-Sc t zooe

Zolofi

All of the SRIs spend more dw.iling tiroe ovenllin PCP offices, given the large size of thisaudience. The bulk of SRI detailing time is spent on PCPS (50.9%) and PSYCHs (34.1%),with OBGs (6.9%) and Neurologists (1.8%) faDing far behind in detailing emphasis [fable3.8]. This distribution of promotional effort is proportional to the contribution eachspecialty makes to toeal SRI volume.

Table 3.8: CY 2002 SRI Detailing Dollars by Specialty (Columns Toral to100%)Product All Specialtiel PCP PSY OBG N AII0the. ..(%, (%' 1%' (% ) (% ) ("I.)

Lexaftro 10.4 10.5 10.6 8.3 9.9 10.2Celcxa 16.6 16.9 17.0 12.6 152 15.7Effexor+XR 15.5 16.4 15.5 11.1 9.4 13.9Paxil+CR 21.5 22.3 22.0 11.5 25.3 22.1PlOzac+WeddV 8.5 10.1 6.6 6.8 5.1 8.6RemelOnUne 5.4 3.7 9.8 0.1 1.2 2.7Sarafem 1.8 1.1 0.1 16.5 0.0 0.8Serzone 1.6 0.4 3.8 0.0 1.9 0.3Zoloft 18.9 18.6 14.3 33.2 32.0 25.6

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Table 3.8 : CY2002 SRI Detailing Dollars by Specialty (Rows total 100%>Product PCP PSY OBG N AllOthen

("I.) (%) (% ) ('!o) (%)SRIMarla:t 50.9 34.1 6.9 1.8 6.4LexalHO 51.5 35.0 5.6 1.7 6.2eetexa 52.0 35.1 5.3 1.6 6.0Efl'exot+Xll 54.0 34.2 5.0 1.1 5.7Paxll+CR 52.8 35.0 3.7 2.1 6.5Prozac+Weeldy 60.3 26.7 5.6 1.1 6.5Il


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B. SAMPLINGTotal extended unit samples were 408.1 million as of MAT August, 2002 which is down1.9% from 2001. [Table 3.9]. The sampling trend is a bit different than it was in 2001 whenthe majority of pnxlucts inc:ressed their sampling. In fact, In 2002, PaxiJ and PaxiJ CR,Prozae and Prozae Weekly, CeJexa, the ReII1eron line, Serzone and Luvox all deaeased theirsampling efforts. The share of CeJexa samples in 2002 was 12.7%, up only slightly from2001, and Lexapm was a t 7.9% a t the end of 2002. A total of 51.7 miI1ion CeJexa tsblctswere distributed in 2002 eornpared to 58.9 million in 2001 (down 12%) and a total of 34million Lexapm tsblets were distributed in 2002. Ce1exa and Lexapto's sampling effortswere suxpassed by Paxil/CR (88.1 million tablets) and Zoloft (118.5 million tablets) wichshowed the mOst growth in 2002 (up 190/0). Celexa and Lexapo were also suxpassed byEffexor/XR (72.8 miI1ion tablets) which was up 10% from 2001.(Note that thetablet/capsule figures are audited and therefore may be understated by as much as 50%.However, audits are useful in determining relative levels of sampling.)

Table3.9: CY 2002 SRI SamplingProduct Tabs/Cap. Sampled Tab./Caps Sampled Change Share2001 2002 ('!o) ('!o)(millions) (million.)SRI Market 416.2 408.1 (2.0) 100.0Zoloft 95.9 118.5 23.5 29.0Paxil+CR 94.S 88.1 (6.8) 21.6Etmoor+XR 65.S 72.8 11.1 17.8

Celcxa 58.9 51.7 (122) 12.7Lexa1>lO .().. 32.4 NC 7.9Prozac+Weekk> 422 14.1 66.5 3.5Remcron Line 15.5 13.3 14.1 3.3Saraiem 14.0 9.0 35. 2.2Serzon. 27.6 8.1 r70.8 2.0Luvox 22 0.1 ~ 5 . 4 0.0


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Table 3.10: CY2002 SRI Joumal SpendProduct 2OO1]oumaJ Speud 2002 ]oumaJ Spend Chaar Sbare(milllott.) CmiIIiono)- (%f t'%)SRIMuket $28.59 $3925 37.3 100.00

Ce1eu $14.92 $11.87 (20.51 30.21.elwlro $00- $10.45 NIl.. 26.6Bfl"exor+XR $4.84 $10.25 l lU 26.1PcciJ+CR $2.01 $2.63 31.3 6.7Zoloft $2.59 $2.39 n. 6.1RemcronUne S2.046 $t.61 (34.5 4.1PlOzac+Weeldv $1.75 $0.05 m.l 0.1Saral"em $0.02 $0.00 (100.0) 0.0

Through the twelve months ending December 2002, Celexa was the SRI market leader injoumal advertising spend, with a total of $15.237 million [T.ble 3.10]. This placed CeJexathird in the entire plw:ma ~ < f o / ;-" .I' .I'I ' I "! "! "!The dollars spent by Celexa remained relatively constant for most of 2002. with a dip in thelatter portion of the year [Figure 3.29], and as well, the number of inserts decreased (11%)[Table 3.11]. Lexapro was third amongst SRIs in jouma! ad inserts with 303 for 2002 [Table3.11] and their dollars spent was the bighest at year end 2002 [Figure 3.29].




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Table 3.11: SRI Jouma! InsertsProduct 2001]ouma' 2002]oumal Cbange ShIUeImerca IJllerca ("!of ("It)SRIMarket 1,539 1930 25.4 100.0

Etrtxot+XR 310 602 94.2 21.2Celexa 676 599 (11.4) 31.0Lexal>ro .(). 303 NA 15.7Paxil+CR 133 160 20.3 8.3Zoloft 175 157 10.3'1 8.1Remaon Line 135 106 '21.5 5.5Prozac+Weeldy 108 3 97.2 0.2

Figure 3.30: SRI Journal Inserts

8 O T ' : ' l C ' 7 . l ~ = ' : ' I " " I : : ; ; ; ; r . , = = = : : : r : - : l70 , , * , ~ : : i ' ; i l : i60SO '1"7'l::


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Table 3.12: SRI .PhysicianMeetiPgs and EventsProduct 2001 2002 Cb{'-;r ShaleEwn18 Ewn18 ('Yo)

SRIMarl


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CRITICAL ISSUESI. SHARE OF VOICE LEADERSHIP

Th. aotid.p".ssaotmuk.t is the most heavily d.taiIed cat.go;y in the phannac.utical industty. It is ther.foreimperative that Lexapro maintain SOV lead.rship in FYO. by: Continue to compctidvely sell: Leverage suong comparative and sU'itch clinical data includingvenlafaain. and s.rtralin. (comparativ. data) and fluoxctlnc (switch data) Maintain/increa field .upport: Continu. I.adcrship in Lunch & Learns and detailing, and lOcr. . . .sampl Increas. Med Ed eft'llrts: MIl spllnsorships of CME, incr.as.d level of speak.r programs, maintain

level of tc1econfcrcnc;es and peer selling Expansilln contingencies: Prepare for internal dlsrupullns in the field due to the promotion of oth.rproducts and potcuuallaunches

II. "OUT PERFROM" IN ALL MARKET SEGMENTS

In order to achieve market dominanc., L.xapro cannot lag 10 any mark.t segm.nts. In FY04, Lexapro willout perfonn ind.x in the following mark.t s.gm.nts: Disllrd.r (anxiety): M ~ pre-launch and launch .fforts in GAD Ptovider (psych): Accelerat. psychiatty pen.tanon and make r..e.upro the standard of car.. B.proacov. withselcctivitymessage to address compctitors head on Pane,nt Segment (age): Generate more geriatric and ptdlawc data and pursuemdicatlons as necessary 3"' Party Ace. . . . Secur. access (formnlari.s and VAs) and pull through (LTC)

III. INNOCULATION

In an effort to be prepared for the e):pected and unexpected Ittacks from competitors and compcullve entry,it is necessary [0 predict and provide responses for such siNaa.ons. A number of 18$UeS effecting Lexaprohave b.en ld.nn!ied. They are:

CRITICAL ISSUES



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3) signJficandy improves deptelsion for many patients beginning at week 1 or 2 (effectmay take 4 to 6weela)4) effectively treats anxiety symptoms associared with depression5) at 10 mg, ovcral1 incidence of side effects and drop out ntes due to AEs no


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MARKETING TACTICSI. FIELD SAMPLES

Samples will be packaged in two forms: field samples and patient starter kits. A total of 300 MM 10mg sample table.. will be produced in FY04. Representatives will not receive samples of the Lexapro20mg tablet.A. FIELD SAMPLES

Lexapro field samples will be provided in individual boxes holding one bhster cord of seven 10 mgtablets (1x7) tn a gnvity-feed dispenser holding eight of the 1 x 7 boxes.60% of aUsamplos or 180 MM tablets produced will be distributed as field s2mples tn FY04.Ti",i1lg:Qua.Il!y: Ql -Q4180 MM tablets, 25.7 MM .Uicians during FY04. The CllIonale for providingPSKs is twofold. Fun,many phy>iaans andManaged Care Organizations (MeOs) have been askingfor patient educal1on. which is incorporated tn a sample. In f a c ~ many physicians have .tated thatthey prescribe Paxl1, Zoloft, or Effexor XR because of the PSKs available for those brands. Becausephy>icians sre requesting PSKs, their availability will help represenutives gam selling time andincre2se rapport with key physicia.ns.Second, providing patient education to patients could meruse the hkelihood that a patient will ill aprescription for Lexapro and become It loyal user. A patient who understands what to expect fromLexapro treatment will be more likely to stay on LeXSPfO over the long [ean, The educationalbrochure in the PSKwill be updated to reflect GAD information when appropri2teN01E: Esch PSK will conuin fourteen 10 mg . .blets of LeX2pro along with an educationalbrochure, Each PSK 15 in a trifold design with six PSKs comprising a sample unit. 40'10 of sampleswill be 10 the form of PSKs equalingover 120 MM . .blets or 1.4 MM sample unlts.

QI-Q4120MM tablets, 8,6 MM ltarters (14 tablets)TotalEJlunottJ Corl; $15,741,464

FCA0017738


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BylinedArticle.Bylined articles will allow u. to fold Lexapzo messages into article. ()11 depze. .ion, anxiety and comorbidity developed by (orgh""twri'ten for) thought leaders. We will idenl1fy a Lexaprothoughtleader to place 2-3 bylined article. In trade journals, con.umer publication. and on theInteme,. Estimated costs include article d e v e l o p m e n ~ revision. and hononria for the authors.Examples of topic. include co-morbidlty of depression and anxiety and selectivity.Timing:Eshm.ud Coil: Ql-Q4$100,000

PllidMedia OutreachIn addition to the ttadltional edi'orialmedia outreach, there are also opportumUe. II I which we caninaea.e control over the final product by paying for the placement. These opportunities, which willsupplement our core activities,may include Lexapro messtge placement in radio program' (e.g.,American HealthRadlo) or other "advertorial" venue. Expen.e. may include spokespersonhonoraria, production costs, logistics and senpt writing.Timing:EtIim.I'"Coil: Ql-Q4$200,000

V II. ADVERTISING AGENCY FE E S

The advetl1.ing agency of record will work on a variety of projects supporting Lexapro during FY04.Most of the proJects captured in this tactical plan .are hsted below. Advetl1'mg agency account timeis captured in Gencral and Administtative (G&A) fees. All aeative and Ou t of Pockets (OOP.) . .ecaptured in indiVIdual project.. The list of projects the agency will work on Illclude (mpre projectsrna)' be uUnated once identified and finalized):Annotated Package In.ertAnnotated Reprints

Patient Education BrochuresMazke'Research8 Page Ad

Hospi'a1 PanelsFile Card

AnnotatedMastetVisual AidClinical Serie. and Letterhead

S W i e r KitBrochureConvention Panels

4 PsgeAdFile C. .d

Dosing CardRep TriggeredMail

GAD announcement MailerSales Resource Binder/POAGuide

2 Page AdMaster Visual Aid

TACTIC.U PLAN

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B. VA/DOD SPONSORSHIP FUNDSFund. have been allocated to the Govemment Sales Group to increase VA/DoD formu1arypenetration, enhance formular:y position by moving to preferred .tatus, and facilitate pull-through a,all VA/DoD hospitals through individualizedprogramJ including, but not hmited


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Qlianli!J:CUI p" Viii"Esli/llalltlCut:

4$75,0005300,000A videotaped sate1lite program will be spoDsored to extend the teach of our medial educationactivities into the larger psychiatric community. The content will consist of a videotaped sate1liteCME brasdeut of thought leaders discussing new treaancnts for deprcasion. anxiety and relateddisorders.TiJltin/,:12JN1nlity:CMIP"Vnil:EstimaluJ CMt:

Q312,000$8.30$100,000Ta141Ettima1


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D. REGIONAL CME SYMPOSIAForest W1l1 continue to sponsor me ccntrtl development and regtonal implementation of a smes ofeducational programs to serve multiple medu:al subspeciailles, indudmg pnmary care and psychiatry.In conjuncuon Wlth medical education agencies, academic health centers, medical IlSsociations andprofessional :societies, Forat will address educational needs chat arc relevant, problem-based andtimely. Approximately lOO-ZOO ph1"idanswill be in attendance at each CME regional program.A series of 80 regional progrsms will be run bj' CME Inc. CME Inc. asked Forest for an unresmctededucational grant to sponsor a series regarding anxiety. Dr. Munay Stein, Dr Mark Pollack andothe. . will serve . . the Chainnen for this series. There are also potenl1ll Opportunilles with DukeUniversity and Stephen Stahl to conduct reglonal series on se1ecllvity and prechnica1 Items forpsychiatrists,Timi"!.:Quonti!)':CDl1 Per Uni/:EsllmO/ld COSh'

QI-Q4145 progrsms. 110 Psych, 35 PCP-542.000 each56,000,000

E. SPONSORSHIP OF SCIENTIFIC SESSIONSSome of me smaller, more prestigious meetings do not accept Industry-suppoucd symposia. In suchcases, sponsorship of a study group or plenary session is recommended. Marketing will. work withthe professional relations group regarding potential opportunines. SOB?, NCDEU, ACN? and..\.AFP are the four meetings thatwill be targeted In FY04.Timinj:Qliontl!J:Cosio'

QI-Q44 events5200,000

XII. ADVISOR RELATIONSA. ADVISOR COMMUNIQUES

Forest will communicate regularly W1th thought leaders, adviSo", and LC3\apro invesogitorsthroughout FY04 to keep them abre. . t of all pertinent information Wlth r.exapro. Monthly mailingswill be d(\'eloped to transmit inform.non that will include topics like the approVll! of Lexapro forGAO, the fwng of PanIC DISOrder, posters presented at important medical meetings like AD.-\A,APA, .and ACNP, and recently p u b ~ s h e d dataThe detailed Advisor Communiques plan IS provided as an append!.. to t1Us matketing plan (seeApptndIx XI).TIming.CDlt: QI -Q4$30,000

T.\CTlCAL PL.\N

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B. CONSULTANTSDuring FY04, Forest will employ the consultant services o f .everal thought leaders as advisors toLexapro in order to obtain critical feedback and recommendations on educational and promotionalstntegies and taetics. Advi.on will be selected based upon their .pecific area of experti.e and themarketing and/or medical need(.) at the time.Timing:Cul/H.ur:EJtima/.d C.IL

Q l - Q 452505180,000C. CONSULTANTS MIlETING

.A twOday meeting for key escitalopram con.u1tants and thought leaders will be held one year afterlaunch. The purpose o f this meeting will be to provide an update to our consultan" on the progressof Lenpro and .eek advice on the upcoming GAD launch. Half was paid in FYOJ for .pacere.ervation, r e c l i 1 i u n e n ~ etc. The remainderwill be paid in FY04.Timing.CIJII:

Q2$200,000D. EXECUTIVE ADVISORY BOARDS

The primary purpose of the Lenpro Executive Advisory Board is to gain the coun.el of the keyopinion lea!!en from around the country. Ancillary to gaining advIce and guidance, the executiveadvisory board keep. our advisors appri.ed of the commercial d""elQpment and potential benefits ofcscitalopnm. Market issues and their potential Jrnpact on" escitalopram, emetging chnical andpreclinical Lexapro data are also discussed. Two oncpday meetings in San Franasco & New York areproposed for FY04.Timing:Quanll!y:Co.r/per _ling:CmL'

Ql.Q425]05,0005210,000E. PRIMARY CAREADVISORY BOARDS

The objective of the primary care e.~ e c u t i v e advisory board meetlngs is to obtain critical feedback andrecommendations on educational and promotiona.1.trateg1es and tactics, liS ~ l as cultivate. build.and maintain professional alliances with key inremi." and primary care thought-leaders. The primSC)'care advisory board will conSl.t of nationally rccogniud internist. and PCP.The agenda o f these meetings will cover an updare on the .laCU. o fLexapro clinical trials and clinicaldevelc:>pmcnt plan, and a discussion of marketlOg strategic. to primSC)' care phySIcians based on theou[comes to date.Timing:Quanli!}:CUIperm. .lil/llCOSI:

Q2-Q31SI00.000$100,000

T . \ C T I C U PLAN


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discu.sion on marketing reloted topics they deem importsnt to their mukets. A total of 200 localadvisory boards will be conducted in FY04.Appro>:imately 40 speakers partiepate as moderators/presenters for the Lenpro local advisoryboord program. Th. .e speaker. will be brought together for a traUling and feedback .ession on theprogram. This would allow u. to min them on the most current data, mcluding GAD, and addressany Issue. WIth the program.T,miw/,:Qlllmli!y:eMt P". UWlt:Es4mat,d ClJlt:

Ql-Q4200528,00055,600,000B. REP PROMOTIONAL PROGRAMS

Through the approximately 2,000 pS;'c1uatrists and PCP. that have been tecruited and mined toserve as facult), for the Lc.upro Speakers' Bureau Program, rep. will organl2e .peaker .,'ents. Thesemeeongs may be large-scale dinner programs with a shde presencatlon. small roundtable d1ScussionsOr one on one ad"ocatc lunches. The tramed ps)"chlatrtsts and PCPs include national and localthought leaders.These meeongs are necessary to maintain the strong presence and share of VOlet of Lexapro. Inaddition, dinner programs provide an opportunity for the rep to interact and build relaaon.hip. witha number of p h ) ~ i c i s n s in thetr temtory,Timi11J:QllawJl!J.:CDlt Per Uw;t:ErIIl1lal,dCDI/;

Ql-Q415,000 (1,942 reps, avg. 7.7 per rep)52,300534,700,000

C. SPEAKERS' BUREAU ADMIN FEEThe ageng' will provide alIlogJ.cical .upport for the Lexapro Speakers' Bureau. Aca,iti. . coveredmay include processing of speaker honorarium, travel and expenses, RSVP management,imltalJOns/posters, and semng up a venue for the program.The agency's fee 15 based on the level of thelI involvement 10 the planning of the prognm. Thedifferent level. are .ummarlzed below:Allocteon 1 Agency lnvoh'ement ll1dudes securing a speaker and processmg honorarium!expensesfor the speaker ~ n proyiding invitations and posters CO the rep for distribution.Allocation 2 . .""-genC)t involvement includes secunnga speaker, and processing honorarium! expensesfor the speaker and coordinating all travel arrangements. Agency will also provlde inVltations andposters to the rep for distribution.AUoeation 3 - Agency in\o(vement includes full event planning - securing a speaker, dC'V'tlopmginvitations and pouers, managing RSVPs, aU logistical arrangements (venue Ind menu selection, AVneed.) and processing honorarium/"


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Tim1iQt""IJ!J:C/)//PtrUntL'E s t i ~ I l I ' " C/)/I:

Ql-Q415,000$300, 650 or 1,500$4,2S0,000

D. SPEAKERS' BUREAU SLIDE KITA .peaker's slide ku containing a comprehensive review of Lexapro data has been developed. Theslide kitwill be updated IS new data, includins GA D when approved, becomes ovUable. Speakers atpromoaonal events ,uch as dinner program', roundtables, grand rounds and other events will u' e the,lide ki tTimltJ:Qua'lilYEst,mat'"C/)/I:

Ql-Q42000S4OO,OOO

E. SPEAKER TRAININGThree speaker traJning meetings will take place during October - December 2003. The meetings willbe located in New York, Aorida and Los Angeles. 1,000 existing speakers from the apeaker's bureauwill be recruited and troined on new L e . ~ a p r o data including GAD. The lr21ned psyehiotrisrs inetudenational and local thought I""ders.Webcast/CD based speaket trllining will be roDed out In FY04 as weD. Dh'isional Managers willhave the opportunity to trllin adc!ltional Lexapro speaker', TIllS prognm or one similar may be usedto update existing speakers who cannot attend a bye speaker ttaining meeting on new data.Timi,S'Quanti!):C/)// PtrMItIJ'ng:Ertimd'" Corl:

Ql-Q43$800,00053,300,000F. SPEAKERS BUREAU ON.LINE COMPONENT

Communication and trllining of thought leaders and speakers can be optimized by offenngthem an online resource to.alleviate the burden of: Disseminating new data Training Provide current rnaterWs

A small secure site will be built for these physicians. Potential site features will include: Promotional guidelines Slide decl's and slide deck updates Relevant literature and literature updates Press releases Travel expenses Contact list for Forest

Confidential

TimiJt,g:Esli1llall' CM: Ql-Q4$300,000

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XV. LUNCH AND LEARNS

Providing lunch for a physician creares an extended am01Jl\r of selling time for representatives. Italso gives them the opportunity to utilize other 'elling tool' like the lunch and learn video,teleconferences, etc.TimlnJ:QuanllIY:CDltP,r RIp:EsI;",.kJCDlt:

QI-Q41,942 sale, repsSIS,SOO/rep/ yearS36,ooo,OOOXVI. FIELD AIDS

FIeld aids provide support to the field force [0 help drive Lexapro prescriptions. In FY04, the ,alesforce will be armed with strong clinical and promotional support for Lenpro. The.e marerialsWtllpro.'lde vehides fo t rep utilization that will generate interest and holp the rep engage the phySICIan U1a consultanve cllscusSJon.The Lexapro marketing team will provide new selling matenals each POA to prevent rep fAtigue. Inaddition, product and category updates will be delivered for rep' to keep phYSIcian calls relevant andengag>ng.

A. CLINICAL REPRINTS/POSTERSThe follo...ing reprints will be made available in FY04:

I. Gorman J. et aI. Efficac)" compan'on of escltalopnm and citalopnm in thetreaanent of Major Depre'''''e Disorder. Pooled AnalySIS of Placebo-ContrOlledTnals. CNS Spttt",,,,t. 2002;PU1/JOt,: To compare rhe effiaC)' of e'citalopram 10-20mg vs citalopnm 20-40 mg.2. Burke,W. et aI. F i . ~ e d dose trial of the single isomet SSRI escitalopram indepressed outpatients. journal ~ r C l i n l l . ' 1 f 1 P!>


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designed to include dinici2n. th.t m.y no t be .b1e to attend. dinnet meeting due to schedulingconRicts or geographic challenge. Ten physicians from around the United State. are convened byteleconfe=ee to di.cu their experience with Lexapro and to hear specific clinical m ge. aboutLe:


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MEDICAL SCIENCE LIAISONSThe Medical SCIence Liaison (MSL) gtoup for Forest Labotlltoaes, Inc. 1S dedicated to proVidingthought leaders with the most = e n t scienufic and clinicsl Informauon. Criticsl areas ofcon!abution are developing and Identifying strategic opportunities through phase IV researchanitiatives, publicaaons, and estabhsbing I close rapport 'With key members. of the medical communnyunportant to Fores ts theupeu'tic areas of interest.Comprised of, but nOI limited to, professional industryMechcal LialSons, PhumDs, and MDs, thesepositions form th(: outreach network c:manllung from the: Medical Bnd Marketing departmentsassuring contio.uc:d interaction \\lith local, national. and mtemational opmion and thought leaderswithin the global medical communi!)',The 19 CNS MSLs are charged with establishing, developing, and malOtaining long term sustainableworking partnerships \vith memben or the mc:wcal community whom may have regional, national,and/or intemation.l unp'C! Through these coU.bonuve rel.tionships, 19 MSLs promote 'WBrenessof mechc.1 knowledge .n d issues relating to the company's ongoing development efforts, andIlluketed products essential to the organlzauon. This group also ser\es as a front line, advancedmechcal/technical force to be t2pped lOto by region.l/local opimon le.ders. In adchtion, theseinchviduals serve as a medical Information resource to managed care efforts, and facilitate vanouscompany educanon.1 programs, most notably the speaker's bureau, rell10nal ad,';sory boards, .ndregional sClcncfic programs and symposia.

A. MSL INVESTIGATOR GRANTSMSL Investigator Grants cover the cost of Thought Leader lrutiatc:d Phase IV studies "lVith Lexapro.In ea,ch of these cases, the: uwestigator approaches an MSL with his/her concept Ind protocol forthe ,study.The detaJled Lexapro Pha. . IV prngram is proy;ded as an .ppendi.x to thIS marketing plan (seeApp,.,Jix II).Ti11lin&:QaIi!)!:Cottptr tta4;':EJtim.ltdOm:

QI-Q445-$87,40053,934,000B. MSL REGIONAL CME SYMPOSIA

The MSL. will fund regionally developed Ind O/TI. initiated CME sympoSIa. Symposia will be fundedbased on the specfic educational needs of the region. The symposia will be conducted in conjunctionwith academic health centeno mecheal assoaations and professional societies. Approximatelr 10(}.150physlc12ns. mostlJ' psychiatrists, will be in attendance at each regional CME program. Cost for cosponsorships is based on2 co-sponsorships of established CME symposia per MSL in _ year at a cast of$20,000 per co-sponsorship for a lotal cost of $40,000 perMSL per year. SUlce we have 19 MSLs, 2 cosponsoISlups/MSLx $20.000/co-spon.ership x 19MSLs "approximately $750,000.

Confidential

TI11ltng,QaIi!;:COliptrgra.t:Slim.t,dCOil:

QI-Q438 (2 perMSL; 19MSLs)$20,000$750,000

T.\CTIC.'L PUN

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C. MSL UNRESTRICTED GRANTSMSL unrestricted grants cover non-symposium educational programs, publicanon grants, lttvel grants toenable 0/11.s to present Le:tapro posters or presentations, support of local chapters of the APA at therequest of an 0/11. etc..Timi11&:B.4gl1pt rMSL:Ellimat,dGm:

QI-Q4-S4O,ooo (about 52,100 per O/TL)S750,ooOD. REGIONAL GRANTS

Regional grant funds can be used to support local or regional sympos,.. RD, Can provide up ro520,000 in the form of unrestricted educational grants.Trmiwg:Cosl:Etlimat,dCosl'

Ql-Q4S20,OOO/RD (26)5520,000XXII. SEMINARS AND TRAINING

A. ANNOTATED MASTER VISUAL AIDThe annotated sales sid provides helpful hints and Ideas so that representatives can better understandthe content of the Master Visual Aid Each bullet point in the MYA is plsined and helps toprovide a consistent message to the field force. The annotated sales aid will be updated once foreach POA. This piece is for ttaming purposes only andwill not be used in promotion.Timi.,,:Q...nfi!J':CDII Per UOlI:E.rfimautl Cosl:

QI-Q411,000 (1,942 reps, 5/rep)$8.75590,000B. ANNOTATED PACKAGE INSERT

The annotated p l c : b ~ i n s e r t allows representatives the opportunity to review me key points of thepackage insert and the selling message' that the poinl$ reference. The annotated package inserts willbe used train representatives on the revised package insert which will include GAD informationwhen appropriare. This piece i , for training purposes only and will not be used In promonon.Tii1Ji"l:Q...nh!J:Cosf Per Unil:Erhmal,ti CDII:

QI-Q42,000$9.00$15,000C. ANNOTATED REPRINTS

As nev.' reprints arc selected for promotional USC" the representatives need to be trained on them..The annotated reprints allow representatives the opportunity to review the key points of the chnial'tudy and the 'elling messages that the points reference. The,e pieces Ilre for tI:uning purposes onl)"Ind will nor be u'sed in promotion.



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Ti1lfing:QNantity:Uti PIT Unil:EJli1lfaild COil:

QI-Q440,000i3.15$120,000D. MEETING WORKSHOPS

POA workshops will include PI and MVA reviews, clinical reprint and ob)ecuen hand!lngworkshops, and role-plays. A vendor will be responsible for desigrnng the workshops and will createaU neees'at)' leader', and participant" guide,. Thrce POA meetings are scheduled for FY04.Ti1lfiltJ:Blltmat,d COlt: QI-Q4il,300,OOO

E. LEARNING SYSTEM. DEPRESSIONThe r..e."'apro Deprcs,ion LeurungSys-tcm has been developed 1n FYO.3and each conttJ.ns sL", writtenmodules, five audiotapes. two videou.pes, and a complete glossary. In FY04, we expect to reproduceapproximately 1000 due to expansion and other traming needs. The contents of each module are:

Modul< 1:Module 2:Module 3:Module 4:Module 5:Module 6:Tl1Iflng:QNanli!J:Utt PIT Unit:Eil11Jlate.dCOlI:

FUlltiamutl411 DjNtJm1f1"atomy a"d l\TellnJ l1tJnJ111;m(lflBRJIC1 '!fDrpmsion andOlhITDuordmn"'SpUlllr Optianl for tiN Trral1lf. .t ofDrprrlflanTh, Campetitarl and 1MMark,rpla"UntkrJlantisltJ UxaproC,lexa O",TllitW

QI-Q31,000$100S100,000

F. LEARNING SYSTEM ANXIETYThe Laapro An:cict)' Lcarrnng Systcm will contam 4 modules with audiotapes/vIdeotapes. The:GAD lnining will mOSt likely begin in September 2003 and the Parnc DIsorder training in January2004. The suggested contents of each module are:

Module 1:Module 2:Module 3:Module 4:

T,mi".!:QNanlity:Cost P,r Unit:Bllim./ed Coli:

A.",.!>SIaI'JLtxapro andGADCanrp'l1l11rf and 1MGAD M.rk'rpla"Call1J'llilorr and lhe Pan" Dua""r M.rlutpla"

Q2-Q42,000$100$200,000

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X X II I. C ON T ES TS

A. CONTESTSThe Lexapro 20% market share club will be introduced '0 the field during the June 2003 NationalSales Meeting. Each representativewill recoil'e an individually chosen high value gift item when theyreach 20% new marke' share (or Lexapro. Gif, items are .tiIl under development but will likely be asmall selection of rarefully cho.en i,ems rangmg from watches, walle.. to candle stick holders. TheongoingLe."pro fa. . start conte" will also be funded domng FY04.Timi,,&:E;liml1l111 Co;I:

Ql.Q4$350,000XXIV. CO N V EN TIO N S

The presence of a Lexapeo booth display and promotional activities at medical conventions serves toincrease awareness DCLexapro and ilS benefits for the tre2ltment of depression with target audiences.The detailed Lexapro convention schedule is provlded as an appendi.'\ to this markeung plan (sccApp


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D. DIlAWS/GIVEAWAYSEvelY p r o f e s s i o ~ 1 association meeting has 1ts own chaneter. Appropriate booth a.ctivities for eachmajor meeting will be developed in order to encourage booth traffic Ind complement tbe meeting'soverall tone. Forest will take ad,rantage of many meeting sponsored IIdoor drops" by .inserting aL. .apro promouonal piece that is meeting-specific (symposia invitations, etc.), booth draw(giveaways, coupons, etc.) or brand message. The Lexapro Interactive Challenge will continue to beoffered at \"U"ious mec:cngJ. This activit) is designed to engage mec:tm.g participants in a fun, lemungactivity where they learn about Lexapro's promotionalmessages.TUfSing:Q""nli!FC.II Fir Unil:Elkmaltd CDII:

QI-Q426 conventions$30,0005755,000E. MEETING RECEPTIONS

Opportunities for Forest medical aad markcUtlg staff, as well as MSLs, to interact 'With opInionleaders (in both sman and larger groups) will be scheduled at J. number of major medical mecungsdunng FY04. The purpose of these event, is to develop personal relationships and provide intimatesemngs for scientific discussion. Programs may include dessert receptions with association membersJnd other special events. Invitations will be issued VI a the MSLs. Among the meetings targcred U1FY04 arc the follo'ving:*

Collcgc of PsychIatric and NeurolOgIcal Pharmacist' (CPNP) - May 2003American SOClet)" of Hcalth Systcrn Pharmacist. (ASHP) - May 2003Ncw ClinicalDevelopment Evaluation Unit (NCDEU) - May 2003American College ofNeuropsychopharmacology (ACNP) - December 2003Anxicty DlSordcrs Associaoon of Amcdcs (ADM) - March 2004

Tz11lin,g;Quanll!>'Es"",,#,d CO!I:

QI-Q45 rccepoons@ $24,000$120,000

XXV. PUBLICATIONS

Pubhcations will be geared towtrd psychiatrists. PCPs, pharmacists} osteopaths, nurses, managed careorganizauons, LTC and others. .-\rucle. will appear in several formats, inclutlmg original reports,review arucles, and journal supplements; It is' the brAnd team's meennan co aggresSively disseminateall new chnlcal data analys. . when available.A. ABSTIlACTS AND POSTERS

Emerging preclmical and clinical data, as well as pooled analys.. of Lcxapro data, will bedisseminated in pOStet (or QccaSJonally onl/s lide) format at all approptiate medical me.ang.Dunng FY04, approximately 70 abstracts/posters (both original and retread) will be presented I t

T.\CTICAL PL.\N

FCA0017780


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US. meetings with a simi1Ar number of abelncto/pOsters presenced at European meetings.The focusof the presentations in FY04 will be compArative and switch data in both depre. .ion and anlaety,clinieal data in depression, GAD, panic disorder, SAD, and safety data. There will also be amplepreclinieal data and data from investigator initia'ed studies.

See Apptnriix IT for the detailed publication planTiming:QManli!J'.CDtt P".Uait:BtIi.,.t,tICut:

QI-Q4so56,OOO/poster5300,000

B. MANUSCRIPTSAs deuiJed in the Forest/LWldbeck Escitalopnrn Poster and Monuscrip. Preparation Plan I.!lpp'nriixIlJ, publications will be generated based on preclinical and clinical dalll, as it becomes available.Articles will appear in several fonnats, including original reports, review article., and journalsupplements. Approximately 10-12 manuscripts based on onginal dalll (generated by Forest) will bedeveloped and submitted for publication during FY04, supPorting the usefulness of L""apro in theacute and long-term treatment of depression .and in the treatment of .maety disorders (GAD, panicdisorder, and SAD). There will also be publications on the comparative "'aIs with vcnlafaxine,puoxettne, and setttaline, as well 1.$ the switch study with fIuoxcane. Addinonall)'. up to 10-12review articles will be denloped and submitted for publicanon during FY04. Articles will includete\'iews of Lexapro-specific pharm.cology. efficacy in depression, efficacy in anxiety disorders, andsafety induding geriatric and pediatric patients (e.g., targeted to psychiatry, primary cue,psychopharmacology, and pharmacy/fonnulary journals), as weU as articles that include Lexapro datawithin the context of I broader review (e.g., safety in tbe geri;ltric population, current approaches totreating anxiety disorders, and sdcctivity of lcoon).

SeeAppendix11 for the deuiJed publication planTiming:QManti!J:eDtf:

Ql-Q424 manuscripts5700,000C. PUBLICATION PLANNING AND STRATEGIC COUNSEL

Publication plannmg include. aU agency time spen' managing the publication grid, reseucbingpotential publicatlon topics and attending all publication related accivitiesand meetings. Strategiccounsel and input tomuketing actIvities .s well u th,e developmenr of stntegic and [attical plans forthe FY05marketing pion.Timing:CIMI:

QI-Q45350,000D. ROUNDTABLES

Closed roundtables provide opportunities for a small group of experts '0 dlscuss topics especiallyrelevant to the positioning and marketing ofLcxspro. The deliverable from a roundlllble is a journalsupplement that is disseminated ro a much luger audience. Cased roundtables can be held inconJunction wnh major medical meetings, or as .tand-alone e v e n t s ~ It 15 recommended that four

TACTICAL PLAN

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closed roundtables be held during FY04. Suggested topics include: 1) Panic DISorder; 2) SAD; 3)Geriatnc; 4) Pediatric; and 5) Somatic S}'ttlptomJ assowted WIth depression and anXIety.TimIng:Qllnllty:Out

Q2-Q44 even,ts$500,000 (Includes event only)

E. SUPPLEMENTSAs part of a comprehenSIVe publication plan, journal articles and supplements will be developedbased on important content of particular Forest-sponsol'cd symposia and roundtables. Thesepublished manuscript> will help dISseminate reb..nt Lexapro data and mcssogcs to key targetaudiences, including psycluattistl, prunary care physicians, managed care organizations. long-termcare medical directors, and others. This amount assumes submission and publication of (ow:lupplemcnts, and includes editorial ,support and page charges and docs nor include costs for reprints.Til1lilll:

Q ~ Q " ' i ! J :CUfI PerUnil:EsllTllal,dCot!:

Q2-Q44$162,5005650,000

T A C T I C . ~ L PUN

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APPENDIX I

CONVENTION SCHEDULE

1 -3 AAN - American Academy of Neurology 8,000 1OX10Honolulu, HI3 5 PRI-MEDWEST 7,000 20>


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JULY10 12 Nurse Practitioner Symposium 1,500 10x30

Keystone, COAUG ST2327 NACDS National Assoclalion of Chain Drug 2,600 10>


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Confidential

~ A N U A R Y

FEBRUARY13-15 PRHolED WEST 8,000 30X40Long Beach, CAMARCH1 -4 NMHCC - National Managed Health Cara 3,000 10lC3OCongressWashington, DC4 -8 AMDA - American Medical Directors 1,200 20x20AasoelaUonPhoenix, lIZ.12 - 15 AAGP American Academy of GeriatriC 1,250 30lC3OPaychlatry MIKAtlanta, GA11 ADM - AnXiety Disorders of Americe 350 10x20

Location??28-30 APhA - American Pharmaceutical 5,000 20x20

AssociationSeaUle, WA

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APPENDIX I I

PUBLICATION PLAN

APPENDIX nPUBUCATIONPI.>\N

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APPENDIX IIPublication Plan

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Lexapro Marketing Plan

Documents

Transcript of Lexapro Marketing Plan