Welcome

Two days together

Day 1 Day 2

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Day 1 Reflections 11:00 – 13:00 SituationHeritage. Pride. PassionAn idea1, 2, 3Lunch 13:00 – 14:00AdvertCoffee 15:00 – 15:15 ReviewTIME MagazineRefineClose 18:00

Reflections

Professor Kjell Oberg Prof. Annamaria Colao

Dr Enrique Grande Ralitza Bashliiska

Where we have come from Where we can goThe first The original The market leader

Situation

Sandostatin Trust Experienc

eExcellent Interestin

g Challenging

Surprising

Bronze medal

No. 3 Satisfying Confidence

Excited Satisfying

Confident Unique Proud Safe Freedom No fear Proven Solid Reliable Lucky Dedicated Count on

usFrustrated

Exasperated

Autogel and IpsenPriority Emphasis Presence Modern Clever Aggressiv

e Emotional Powerful Opportuni

st Copycats Easy Unreliable

Buyers Flexible Simple

But

We are defending our market shareFrance 35.9% Italy 63.5%Germany 67.5% Spain 46.8%UK 61.5% Austria 90.7%Belgium 59.9% Czech Rep. 51.6%Denmark 64.4% Finland 64.3%Greece 65.4% Hungary 70.9%Netherlands 66.9% Norway 68.8%Poland 94.0% Sweden 59.8%Switzerland 74.7%

And

5%

The market is growing in treated patients

We are launching an improved mode of administration

Sandostatin LAR is the only brand with the data and

indication for tumour control

PROMID

Vision

Stop the decline and recapture patient share in acromegaly and symptomatic NET

Grow the asymptomatic market and gain marketshare for Sandostatin LAR

Grow sales by approximately 2%. This meansa volume increase of around 4%

Heritage. Pride. Passion

We have spoken with key people connected with Sandostatin LAR

CliniciansPatientNovartis

They wanted to tell their story of

Sandostatin LARThey wanted to give you a

message

As you watch the interviews Write down any key words that you hear and how the interviews make you feel

At the end of the interviews:we want to hear what you captured to know how it made you feel

What were your key words?

1,2,3

Think of SandostatinIf Sandostatin was a person

How would you describeSandostatin?

What words would youuse?

What kind of a personis Sandostatin?

Use the templatesprovided

5 mins

This could be a patient storyA customer call A sales conference AnythingAnything that they feel proud of

Have a go yourselfThink of your Sandostatin LAR moments

Then write them down on the Template provided We want to hear themYou have 10 minutes

Now think about Sandostatin the person again

How do you want this person to be in 2 years’ time?

How would you like to describe this person?

What kind of personality would you like them to have?

Use the templates provided

5 mins

Your aspirational Sandostatin

personality is important

We will come back to it later

LUNCH

Welcome Back

ADVERT

Advert is an interactive session encouraging

creative thinking

Emotional selling of Sandostatin LAR

Making a TV advert or billboard ad

On the benefits of Sandostatin LAR

But what makes for a good advert?

Simplicity Attention grabbingGive off a feelingBeing true to the brand Show not tellProve itReinforce benefitCall for action

Print

TV

PatientProblemSolution

Make your own advert for Sandostatin LAR Emotional selling of the benefits of Sandostatin LAR Not data heavyUse the prop box to help you make a storyboard or a billboardMake a print ad or film a TV adIf you want to be filmed, you can use the camera crew or your iPhone or iPadThe adverts will be reviewed after coffee

For now, you have 45 mins

COFFEE

REVIEW

Think of the principles of good advertising Vote on your top two favourite ads

TIME MAGAZINE

Focus on Sandostatin

Focus on Autogel

An interview with a reporter from TIME MagazineThey want to tell their readersabout Sandostatin LAR and the difference it makes for

patients, what healthcare professionals think about itand what it means to you towork with it – Patient, Problem, Solution

The readers are lay people so you will need to speak clearlyand without too much technical talk

Sandostatin

The interview requires careful thought on the questions to ask and the answers to give Interviewer NovartisThink of the key questions neededto reveal the emotional insights you need

Be prepared to answer with

clarityand emotion

TIME magazine want to interview you, a clinician who uses and believes in

Autogel.

TIME want its readers to know why you do. This will

be a cutting-edge interview – a Frost-Nixon.

Killer questions.

The real reasons for choosing Autogel

The tough questions

Autogel

Form teams of three Choose who will be the interviewerWho will be the sales representative Who will be the observer

The observer notes the key questions and responses from the sales representative Provides feedback Teams can choose to rotate between characters

30 mins

Highlights of the interviews – the best bits

The quality answers from the Sandostatin interviews

The killer questions from the Autogel interviews

CLOSE