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Confidential Information Notice: This document and the information it contains are the exclusive property of Healthcare Regional Marketing LLC (HRM) and are proprietary and confidential. Any disclosure of such information, in whole or in part, without the express prior written consent of HRM, is strictly prohibited without written consent of HRM. Any person or entity reading this document is, by such reading, acknowledging that such person or entity is bound by this non-disclosure provision. Any unauthorized reproduction or transmission of this document is prohibited. All rights reserved.

Takeda Gout Franchise Wingman Dynamic DeploymentMarch 2015

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Why the Need for Wingman Dynamic Deployment?

• The field is taxed with the launch of a new drug

• Optimal details will be impacted and there is the opportunity for the Brand team to partner with Sales in order to help maintain optimal touch points with key HCPs

• Create additional opportunities for Reps to engage HCP customers

• Extend the Rep relationship during this hectic time

• Create integrated approach in partnership with Brand team

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Regional Gout Multi-Channel Program

• Gout Wingman Dynamic Deployment

Multi-Channel Marketing

The Solution: Wingman Dynamic Deployment Campaign

• Supports detailing efforts by creating thousands of additional touch points for

HCPs with sub-optimal calls

Benefits to Representatives

• Automatically identifies HCPs in need of additional touch points and automatically

sends them communications

• Supplements Rep efforts and extends the Rep relationship with HCP as

communications are sent on behalf of the primary Rep – complete with their

signatures

Wingman – It’s Got Your Back!

The Problem:

• Today’s environment of reductions in the number of Reps, compounded

by Reps carrying multiple products in their bags, creates a challenge in

attaining detail frequency goals

• HCP access presents an additional challenge for Reps achieving detail

frequency goals

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The Solution: Wingman Dynamic Deployment System Based on Frequency

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12

6

0

6

0

= Field Force Detail

= MCM

Current Touch Points

New Touch Points

• Frequency + Multi-Channel = additional lift

• MCM dynamic deployment system designed to supplement field frequency and

optimize marketing budgets

• Applied intelligent business rules to pinpoint critical targets and adjust based on

Field Force activity

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Wingman Dynamic Deployment Process

Step 2Create targeting business rules for deployment

Step 5 Begin mailing the letters to targets identified on target list

Step 3 Identify the Wingman DD target list

Step 4Kickoff program with the field force

Step 6 HRM to pull data monthly in order to continue to update and evolve the target lists for deployment and field force communications

Step 1 Create six clinical Gout focused direct mail letters (3 ULORIC; 3 COLCRYS) based on previously approved brand materials

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Wingman Dynamic Deployment Letters

Objectives • Audience:

– ULORIC® audience – Neph, PCP/IM, Rheum, NP/PA– COLCRYS® audience – PCP/IM, NP/PA, POD, Rheum, Neph

• Both Brands recently dropped thousands of HCPs from their target lists

• Target both ULORIC® and COLCRYS® HCPs Deciles 5-10

– Called on (Contrave Targets) + Non-called on (recently dropped)– Include Rep name and signature on letters

• Establish a unique set of business rules that will identify HCPs that are sub-optimally detailed and send them Brand letters

– List/targets can be adjusted throughout the program

• This allows the Brand to extend reach and frequency towards Deciles that have ‘distracted’ Reps and/or Reps that no longer service the footprint

– Brand will measure TRx for this group in order to track ROI

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Wingman Dynamic Deployment: Business Rules and Deciling

• Business Rules– Filtered for targets only– Removed all on AMA no contact list– Removed all on Takeda no contact list– Treated Uloric and Colcrys separately for 2 letter max, some docs will recieve

4 letters• Deciles 5-6 have 4+ differential• Deciles 7-8 have 2-3 and 3+ differential • Deciles 9-10 have 1-2+ differential

• Number of Letters to be deployed: – Colcrys letters per month = ~7,188– Uloric letters per month = ~21,084

– Total letters targeting HCPs per month = ~28,000

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Wingman Dynamic Deployment:Printing & Deployment Vendor Role

• Vendor to print and distribute monthly mailings, targeting ~28,000 HCPs dependent upon monthly target list

• HRM will work with Gout Brand team to pull data each month, adjust business rules as necessary and create target list

• Mailings include the following:– Branded Letter – Brand’s PI– Envelope

Wingman Communication Plan to Ensure Field is Informed and Integrated

• Opportunity

– Educate Field Force Partners on Wingman Campaign in order

to allow them to build on those additional communications and

pull through additional engagement opportunities

– Create an innovative communication platform to highlight the

program and educate and gain buy-in from all Field Force

stakeholders

• Campaign

– Develop Rep Awareness pull-through campaign to include:

• Coordinating with brand team and outside vendor that

manages i-engage and i-market to ensure HCPs are

flagged as targeted

• Create communications that include program details and

updates are included periodically in the weekly sales

newsletter (six communications in total)

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Performance Metrics: Wingman Dynamic Deployment

Wingman Dynamic Deployment Campaign: 4.5-5X ROI

• Quantitative Methodology

– Market-Level (ROI)

• Assign markets as control groups

• Measure pre- and post- performance in targeted markets vs. control markets

• Qualitative Survey Results:– Representatives have shared positive reaction from HCPs as well as an increase in HCP

engagement opportunities