Roundtable on vitiligo_v2-1_ ceo

CEO ROUNDTABLE ON VITILIGO

International Winter Consensus Conference of Dermatology

December 14, 2012

Assuming the scientific advances will create opportunities for vitiligo

diagnostic and therapy development, how do we facilitate its uptake in health

systems?

Vitiligo is a common skin disorder affecting all races and geographic areas

across the world. The prevalence of vitiligo ranges from 0.5%

to 8.2%, affecting up to 65 million people worldwide.

Regional web traffic by key word “vitiligo” in the “Health” category

Regional popularity for the word “vitiligo” in requests

Vitiligo: a Rare Disease?

Any disease or condition which (A) affects less than 200,000 persons in the United States, or (B) affects more than 200,000 in the United States and for which there is no reasonable expectation that the cost of developing and making available in the United States a drug for such disease or condition will be recovered from sales in the United States of such drug.

Vitiligo Therapeutics Pipeline by Phase of Clinical

Development, 2011

Vitiligo Therapeutics Market overview and forecast

The new drug development process

The average cost is 1.3-1.9 bln USD (Dec. 2012)

The average time is 13.5 years

Key Challenges

• Undiagnosed patients, due to shortcomings of dermatology practice

• Low awareness of presence of early vitiligo signs

• Cost of treatment…

… as 80% of those surveyed are ready to pay no more than $500 per

year for vitiligo treatment

SOLUTION

Patient-centered value proposition

MARKETING STRATEGY

Leveraging the relationships between awareness, diagnosis and

treatment outcomes

KEY ELEMENTS

of the multi-faceted

commercial strategy

Key elements of the multi-faceted commercial strategy

1. Pre-launch study providing compelling evidence on its safety and proving effectiveness in generating desired outcomes, backed with data on product cost-effectiveness in comparison to the traditional treatments.

Key elements of the multi-faceted commercial strategy

2. Research study designed to understand patient-related drivers and global vitiligo market heat map that could provide estimate of the product uptake.

Key elements of the multi-faceted commercial strategy

3. Collective non-branded awareness campaign like World Vitiligo Day is a worthy commercial goal, which sets the stage and will result in a considerable lifetime value due to the potentially chronic nature of the vitiligo.

Key elements of the multi-faceted commercial strategy

4. Motivation branded campaign among at-risk population for diagnostic visit would increase the probability of proper diagnosis and increase chances for successful treatment with prescription of the commercially available products.

“Mission Impossible?”: NO!

Branded treatments for vitiligo already represent a sizable market, with a revenue potential similar to

those of blockbuster drugs

NEXT STEP

Accelerated Research Collaboration.

Link essential academic and clinical building blocks through BioIT

system, and ensure communication between stakeholders

Thank You!

Yan Valle, CEO

VR Foundation