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Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) 767-6644 (519) 767-2542 Copyright © 2008. The contents.

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2 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. Proposal & Estimate Interactive Multimedia CHE Program on Non-Small Cell Lung Cancer: Histology Matters Prepared on August 15, 2008 for: Shannon Simoneau, Julie Gibbons Eli Lilly Canada Inc.

3 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 2 Meducom International Inc. ® is pleased to present a Proposal & Estimate for services associated with the development of an accredited education program on Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer. Our proposed CMEPak deliverable will incorporate patient case studies and evidence/information derived from the clinical literature and pertinent guidelines. Meducom has extensive experience with the development of case-based and simulation-based medical education programs for healthcare professionals. This experience includes the development of accredited medical education programs, and use of powerful electronic media channels including PowerPoint-based rep-delivered programs and Flash-enabled audio/visual programs delivered on the Internet World Wide Web. In summary, Meducom International Inc. ® is able to provide products and services specified within this Proposal & Estimate for an investment of $107,621 (excluding taxes). Through this investment, Eli Lilly Canada Inc. will further its presence as a preferred supplier of education for Canadian physicians. Finally, Appendix A outlines a number of program options, not accounted for in the total project budget, that can expand the reach and power of this important CHE initiative. Executive Summary

4 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 3 Introduction4 CHE Services5 Recent CHE Examples6 Therapeutic Area Experience8 Objectives9 Program Elements10 Needs Assessment - Description11 CHE Program Development and Accreditation Process Management 12 CMEPak - Description13 RapiCard - Description14 Investment Summary15 Needs Assessment – Specifications16 CHE Program Development and Accreditation Process Management – Specifications17 CMEPak - Specifications 18 RapiCard - Specifications19 Costs Not Included20 Conditions of Engagement21 Expectations22 Completion and Payment Schedule23 Work Authorization24 References25 Appendix A: Optional Components26 Table of Contents Page

5 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 4 Meducom International is a full service healthcare communications agency with a history of delighted clients and successful platforms and programs that deliver results. Our diverse experience, gained through more than 14 years of innovation and service, includes areas such as professional relations and opinion leader development, journal publications, advertising, direct targeted marketing, continuing health education, needs assessment and e-media. In all areas of our work, we craft high-quality solutions that are effective and influential, delivered with efficiency, warmth and style. As a healthcare communications agency, Meducom is recognized for its strategic, editorial, creative and technical capabilities among pharmaceutical, biotech, diagnostic and medical clients. Our strengths include needs assessment, program development, education design, accreditation, program management and execution and outcome evaluation. Our goal is to create and sustain strong working relationships with key medical audiences on behalf of our clients. Our core competency is the execution of successful programs from conceptualization through to completion. We have worked on a wide range of brands, large and small, and stay in close touch with market trends and developments so that we can develop and deliver novel programs and value for our client partners. Our clients have established long-term partnerships with Meducom for the simple reason that we provide better ideas, better design and better implementation, all managed within a commitment to a no fuss, no worries customer experience. Our clients have established long-term partnerships with Meducom for the simple reason that we provide better ideas, better design and better implementation, all managed within a commitment to a no fuss, no worries customer experience. Introduction

6 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 5 CHE Services Through experience across numerous therapeutic areas, Meducom has developed a portfolio of many diverse and successful programs. In conceiving, developing and implementing these programs, Meducom has demonstrated a high level of competency in core areas such as: Strategic Development With our extensive industry backgrounds, Meducoms senior account directors provide strategic input into program design and development. They understand the role of CHE and professional relations in marketing and ensure that key brand messages are integrated into every program. Instructional Design/Adult Education/Evaluation: Meducom participates in the CACHE and ACME associations and has works with many of Canadas CHE leaders. Senior staff are trained in development and delivery of adult learning programs. CHE Accreditation: Meducom has enjoyed success in developing numerous MAINPRO and Royal College of Physicians and Surgeons of Canada (RCPSC) accredited programs across many therapeutic areas. These encompass both traditional and novel delivery channels including i-media learning platforms such as CMEHub and on- demand learning at MDgroove.com. Medical Writing/Abstract/Poster/Journal Submissions: Meducom has developed publications and articles for submission to peer-review journals, in addition to publishing under numerous well-recognized proprietary banners. Collaboration and Liaison with KOLs Meducom has a strong reputation for quality and integrity in dealing with KOLs across a wide variety of therapeutic areas. Meducom has a comprehensive network and established relationships with numerous general practitioners and specialist physicians across Canada. Meeting Coordination and Execution/Logistical Planning (Domestic and International) On average, Meducom develops and implements approximately 50 meetings per year, ranging from advisory boards (10-15 participants) to symposia (with more than 250 participants). Clients can select from a menu of meeting services: e.g. comprehensive planning and logistics, or focus purely on the strategic elements. PowerPoint ® /Presentation Excellence Members of Meducoms team have expertise with Microsoft PowerPoint ®, ensuring that presentations are impressive yet academic, while following key the principles and practices of multimedia learning. Meducom has developed proprietary add-in and Internet-based tools for PowerPoint ®, including e- Carousel ® (assists in building presentations via a key word search), SlideStation (an online tool for managing slide libraries) and CaseBuilder (a wizard that helps physicians to build a case study presented via well-formatted PowerPoint ® slides).

7 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 6 Recent CHE Examples Recent examples of accredited CME programs delivered by Meducom include: Practical Applications of AECOPD Treatment Guidelines (for Bayer Healthcare) MAINPRO-M1 accredited Format: Kit packages including participant guides, facilitators guide, slides on CD-ROM, novel recruitment materials and printed implementation materials Delivery: Representative-implemented CHE Steering Committee: Meyer Balter, MD, FRCPC; Guy Deslauriers, MD, FRCPC; Gerald Evans, MD, FRCPC; Ashvini Gursahaney, MD, CM, FRCPC; Alan Kaplan, MD CCFP(EM); Andrew McIvor, MD, MSc, FRCPC; Jeremy Road, MD, FRCPC; Coleman Rotstein, MD, FRCPC Adjuvant Endocrine Therapy in Early Breast Cancer RCPSC Section 1 with University of Montreal Format: Clinician Education Package containing slide presentation on CD-ROM, Facilitators Guide and meeting support materials Delivery: Representative-implemented CHE Planning Committee: John Mackey, MD, FRCPC; André Robidoux, MD, FRCSC Emerging Trends in the Management of Parkinsons Disease MAINPRO-M1 accredited Format: Kit packages including participant guides, facilitators guide, slides on CD-ROM, recruitment materials and implementation materials Delivery: Agency- and representative-implemented regional CHE Steering Committee: Sylvain Chouinard, MD, FRCPC; Peter Lin, MD, CCFP; Stephen McKenzie, MD, FRCPC; France Parent, MD, CCFP ADHD: At the Leading Edge RCPSC Section 1 with McGill University Format: CMEPak containing case studies and support slides on CD-ROM and facilitators guide Delivery: Representative-implemented CHE Planning Committee: Emmett Francoeur, MD, FRCPC; Samuel Chang, MD, FRCPC; Grazyna Jackiewicz, MD FRCPC Achieving Asthma Control with Confidence (3 Modules) MAINPRO-M1 and C accredited Format: Kit packages including participant guides, facilitators guide, slides on CD-ROM, recruitment materials and implementation materials Delivery: Representative-implemented CHE Planning Committee: Alan Kaplan, MD, CCFP (EM); Meyer Balter, MD, CM, ABIM, FACP, FCCP, FRCPC; Ashvini Gursahaney, MDCM, FRCPC; Coleman Rotstein, MD, FRCPC, FACP, FIDSA

8 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 7 Recent CHE Examples Evidence Beyond Blood Pressure Control (4 Modules) MAINPRO-M1 accredited Format: Case-based multimedia learning program Delivery: Representative-implemented CHE with CMEHub online materials deployment interface Planning Committee: Sheldon Tobe, MD, FRCPC; Jonathan Howlett, MD, FACC, FRCPC; Zahra Bardai, MD, CCFP Migraine Mastery: Head of the Class MAINPRO-M1 accredited Format: CMEPak containing case studies and support slides on CD-ROM and facilitators guide Delivery: Representative-implemented CHE, i-learning delivery at Steering Committee: Werner Becker, MD, FCCP; Guy-Pierre Boudreau, MD; Elizabeth Callahan, MD, CCFP; Teresa Cavett, MD, CCFP; Ethel Cooper-Rosen, MD, CCFP; Thomas Gabruch, MD, CCFP; Gregory McAnulty, MD, CCFP, FCFP, ABFP, AAMA; Sharon Northorp, MD, CFPC; Laurie Pereles, MD, CCFP; Gary Shapero, MD, CCFP Straight From the Heart: Managing the Cardiovascular Risk Continuum RCPSC Section 1 with the Canadian Cardiovascular Society Format: Case based, interactive talk show style symposium Delivery: Meducom-organized Satellite Symposium at Canadian Cardiovascular Congress Planning Committee: George Honos, MD, FRCPC, FACC; Andrew Pipe, CM, MD, LLD(Hon),DSc (Hon); Larry Leiter, MD, FACP, FRCPC PAH Pathways to Progress RCPSC Section 1 with Canadian Thoracic Society Format: CMEPak containing case studies and support slides on CD-ROM and facilitators guide Delivery: Representative-implemented CHE Planning Committee: Robert Levy, MD, FRCPC, Michael Connelly, MD, MRC, John Granton, MD, FRCPC, Sanjay Mehta, MD, ABIM, FRCPC, Janet Pope, MD, MPH, FRCPC, Steeve Provencher, MD, FRCPC, James Tam, MD, FRCPC, FACC Echocardiographic Assessment of Pulmonary Hypertension and Right Ventricular Function RCPSC Section 1 with McGill University Format: Case-based online learning program employing Flash delivery technologies Delivery: Online i-CHE (On-Demand Learning) at Planning Committee: George Honos, MD, FRCPC, FACC, James W. Tam, MD, FRCP(C), FACC

9 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 8 Therapeutic Area Experience Meducom is a fully integrated, independent and Canadian-owned agency that has developed a leadership position in healthcare communications since its inception in Our team of professionals has a multidisciplinary background in pharmaceutical sales, marketing, CHE, research, professional relations, medical publishing and medical e- and i-media, which gives us an intimate understanding of the needs of our clients and the key stakeholders who impact their business. Meducom has established a reputation as strategic consultants and innovative marketers who excel at delivering medical communications and professional relations programs that influence MD behaviour and brand success. Meducom continues to be a strategic partner to several major pharmaceutical, biotech, diagnostic and medical device/technology companies. We develop and execute educational and communications programs that cover all aspects of a brands life cycle, from pre-launch to well beyond product launch. The following is a list of some of the therapeutic areas in which Meducom has recently worked: AcneADHDAllergyAlzheimers disease AnemiaAnginaArthritisAsthma Bipolar DisorderBPHBreast CancerCHE Crohns DiseaseColorectal cancerCOPDDementia DepressionDiabetesDiagnosticsDyslipidemia EpilepsyErectile DysfunctionGERDGlaucoma HIV/AIDSHPVHypertensionIntra-abdominal Infection IVGKidney TransplantLiver TransplantLung cancer MigraneMultiple SclerosisObesityOsteoporosis Overactive BladderPAHPainProstate cancer PsoriasisRTIRheumatoid arthritisSchizophrenia Smoking cessationStrokeTremorUTI

10 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 9 Objectives Market Objectives Expand clinician understandings of the assessment and staging of NSCLC Expand clinician understandings of the management of NSCLC, including clinical goals, guideline statements and new horizons emerging from expanded indications of therapies Position for action the clinical evidence for targeted first-line therapies in the treatment of NSCLC, including the importance of the use of histology to guide treatment selection Provoke attitudinal and behavioural change by engaging clinicians with realistic patient presentations, diagnosis and treatment options through interactive clinical cases and thought provoking questions Program Objectives Establish a dialogue between Lilly representatives and medical oncologists that will assess learning/educational needs of the target marketing audience with respect to NSCLC, histology as a key factor in selecting therapeutic options and the use of Alimta® as a treatment option Develop educational content about NSCLC treatments that is: –balanced and respectful of the evidence and the audience –accurate, focused and credible –grounded in identified learning and clinical needs –consistent with adult-learning principles, as outlined in the Rx&D Code of Conduct –accredited at the Maintenance of Certification level Develop educational materials that activate many different learning styles through use of different media and modalities Develop educational materials that are enduring and scaleable for current and future learning needs/issues Integrate current education content (i.e. provided by key opinion leaders) into this new CHE program Develop educational materials that are easily used/deployed by representatives and that have an electronic component Develop materials to enhance participation in and support recruitment of participants for the CHE program Develop evaluation materials/models for participants who complete the CHE program

11 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 10 Program Elements Meducom proposes to deliver the following products and services in this project: CHE Needs Assessment CHE program development, including content development, management of the accreditation process and production of a CMEPak on Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer RapiCard to support representatives as they market the program to medical oncologists Several optional components and their associated investment requirements are also proposed: Online deployment of materials for faculty and representatives through Meducoms proprietary CMEHub technology Creation and deployment of an On-Demand Learning program at Train-the-Faculty development program for opinion leaders who will serve as presenters/faculty for live-group CHE meetings Program Quick Guide ® to facilitate program enrichment and/or representative follow-up Post-program survey of CHE participants to assess knowledge to action translation CD-ROMCD-ROMFacilitatorGuideFacilitatorGuide Rep Implementation Guide Guide CMEHubCMEHub On-Demand Learning Train-the-FacultyTrain-the-Faculty Quick Guide ® Core Proposed Platform: Optional Program Components: Program RapiCard

12 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 11 Needs Assessment - Description All CHE programs, whether accredited or not, rely on the assessment of the needs and interests of the target healthcare professional audience. A comprehensive Needs Assessment will precede program development in order to guide content creation. This Needs Assessment will be created by Meducom with collaboration from Eli Lilly Canada Inc. in order to ensure that key areas for learning development will be addressed. Participants in Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer will also be asked to complete a Personal Learning Assessment; they will be asked to contribute to their own learning by identifying, from the menu of available content, which topic(s) they would like to address. Content delivery can focus on the needs identified by the participant(s). For this program, a Needs Assessment will be conducted using one or more of the following methodologies: Faxed questionnaire ed questionnaire Web-based questionnaire Needs Assessment surveys developed by Meducom International Inc. usually incorporate suggestions from both the sponsor and from one or more members of the Program Steering Committee for a CHE program. Where possible, they are distributed under the auspices of a healthcare professional to enhance credibility and encourage professional courtesy.

13 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 12 CHE Program Development and Accreditation Process Management Meducom will provide services associated with the development and support of a Program Steering Committee that will control and contribute to the CHE program content, including up to two patient case studies. The Program Steering Committee will consist of six key opinion leaders in lung cancer. The program content will be developed to meet relevant criteria for accreditation and accreditation will be sought. Meducom will engage with the Canadian Association of Medical Oncologists (CAMO) in order to secure that organizations commitment to serve as accreditation sponsor for Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer. Section 1 accreditation (Maintenance of Certification CPD program, Royal College of Physicians and Surgeons of Canada) will be sought from CAMO, and Meducom will develop/secure the collateral elements required for accreditation (learning objectives, program agenda, evaluation strategy, financial disclosures, etc.).

14 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 13 CMEPak - Description A CMEPak is Meducoms proprietary, multifunctional, interactive multimedia CHE platform. Each CMEPak is designed to: Facilitate discussion among target clinicians about the therapeutic area covered Support delivery of Lunch & Learn programs through its modular platform design Provide a value-added education platform for self-learning purposes Enable no-fuss deployment of CHE content to MDgroove.com (web channel) to reach different market segments including no-see or difficult-to-see MDs The CMEPak for this program will include: PowerPoint slides and accompanying notes –Includes modular design with hyperlinks (Figure 1) Up to two patient case studies (using Meducoms proprietary case presentation format) Representative Implementation Guide to help company representatives in program setup and execution using the CMEPak Printed Facilitators Guide with slide images, notes, discussion questions and facilitation suggestions A customized silk-screened CD-ROM containing PowerPoint and administration files in English and French, housed in a DVD case Meducom will additionally grant license to Eli Lilly Canada Inc. to deliver and use copies of its proprietary add-in for PowerPoint called e-Carousel ®. This add- in expands the capabilities of PowerPoint by: 1.Allowing presenters to rapidly select slides for use in a custom presentation based on slide numbers, visual selection or search by key words/phrases 2.Allowing presenters to easily create supplementary slides using a slide creation wizard 3.Facilitating in-presentation search for slides by key words Figure 1: CMEPak Main Menu Histology Matters Main Menu Epidemiology & Impact of NSCLC Diagnosis of NSCLC Treatment Selection Considerations for NSCLC Clinical Evidence for Targeted Therapy of NSCLC Patient & Caregiver Counselling & Support Case Studies

15 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 14 RapiCard - Description Meducom will develop a compelling marketing RapiCard, for representative distribution, that will be used to entice target healthcare audiences to participate in a live-group (and/or online) CHE program using Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer. Effort will be made to design this RapiCard so that it adds value to clinical practice; in this way, it will create motivation not only to participate in the program (as a supplement to the formal program invitation), but to promote retention because of compelling and useful content on at least one face of the card. This RapiCard will help position Eli Lilly Canada Inc. as a partner committed to better healthcare outcomes for Canadians.

16 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 15 Investment Summary Our estimates for the completion of the project described in this Proposal & Estimate are: Needs Assessment services amounting to $9,000, excluding applicable taxes CHE Program Development services amounting to $48,075, excluding applicable taxes CMEPak services and product amounting to $47,046, excluding applicable taxes RapiCard services and product amounting to $3,500, excluding applicable taxes excluding optional components (where designated) and other expenses described below.

17 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 16 Needs Assessment - Specifications Format and Specifications: Fax/Online Needs Assessment Questionnaire/Survey Question Number: Not to exceed 15 questions or 2 pages Medium: Fax or online by either or at MDgroove.com Sample Size: Entire audience of ~ 300 medical oncologists –Includes question design and survey layout in English and French –Production in English and French Reporting: In one of either PowerPoint slides or Word document Investment: Needs Assessment$9,000 + GST

18 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 17 CHE Program Development - Specifications Specifications: Recruit, support and act on behalf of/in concert with Program Steering Committee of 6 members to develop program outline and approach Co-ordinate program development with accreditation co-sponsor (Section 1 accreditation, Maintenance of Certification CPD program, RCPSC) Prepare and submit program elements for accreditation to accreditation co-sponsor Disburse honoraria (to amounts listed in our budget) to members of Program Steering Committee Investment: CHE Program Development$48,075 + GST Detail: Honoraria$16,000 Strategic Services/Liaison with Client/Agency Fee$14,500 Liaison with/Support of Program Committee$9,750 Accreditation Fees$6,000 Projected Agency Costs (couriers, telephone, fax, etc.)$1,825

19 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 18 CMEPak - Specifications Format and Specifications: 40 program packages, will be produced with the following specifications: Up to 90 specific PowerPoint slides (50 content slides, up to 2 case studies (~40 slides)) developed and formatted in modular design Supporting notes and navigation elements Custom hard-cover DVD case with 4-colour cover insert* CD-ROM label in full colour with bilingual graphics* Printed Facilitators Guide (up to 32 pages, 4/4 colour print, saddle-stitched, finished size x 7.375) with slide thumbnails, speaker notes and interaction guidance to support program delivery* Simultaneous production of English and French versions (E/F split: 70%/30%) Up to 3 royalty free art images/graphics included Included files on CD-ROM: Program administration materials, including printable invitations (letter and flyer types) with registration forms, program agenda and learning objectives, program confirmation letter, attendance sheet, certificate of attendance, evaluation forms Pre- and post-program questionnaires/quizzes Inclusion of 40 licenses (one per package) of e-Carousel ® Inclusion of Meducoms Whats HIP? reflection form and, if desired, online methodology Investment: CMEPak$47,046 + GST Detail: Program Content Development$22,338 Program Creative Development$16,675 Program Production$8,033 * one round of layout revisions included

20 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 19 RapiCard - Specifications Format and Specifications: Finished Size: Not to exceed 8.5 x 5.5 Material: 10 pt card stock Bundling: Shipped shrink-wrapped in 25 or 50 units (per client guidance) Colour: 4-colour process on both sides Finishing: Coated on both sides for durability Quantity: 500 units (English/French split: 70%/30%) –Design and layout included* –Printing and finishing included Submitted with CMEPak for review by accreditation sponsor Investment: RapiCard$3,500 + GST * one round of layout revisions included

21 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 20 Costs Not Included Honoraria for members of the Program Steering Committee exceeding a total budget of $16,000 and honoraria for participants in any Train-the-Faculty program French translation for program and support materials Printing of any materials not explicitly specified in the proposal Additional royalty-free images beyond the estimated number (3), or any rights-managed or custom images/graphics Projected agency costs (justifiable by receipts) exceeding the amounts listed Revisions to layouts or designs requested by clients after the allowed one round of revisions

22 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 21 Conditions of Engagement All quotations submitted are based on pricing as of August 13, 2008 in Canadian dollars and are subject to change. These estimates may vary by 15%. All taxes and incidentals are not included in these quotes but will be applied where applicable upon final billing. Agency expenses for the duration of the program will be submitted separately, including long distance phone, fax and courier charges, etc. Agency services and fees are limited to those listed within the cost estimate. Additional services requested by client both pre- and post-program are subject to additional costs and fees. All costs and fees are subject to change with additional participants/faculty, upon mutual agreement of the parties. Client-initiated revisions to layouts that occur after the included one round of layout revisions may be billed as additional fees at the discretion of Meducom International Inc.® Meducom shall not be financially responsible for any failure of performance due to Acts of God, war, disaster, terrorism, legal or non-legal strikes, accidents or governmental acts which make performance impossible. Work on this project will begin upon client approval and receipt of Purchase Order from the client. Meducom is not responsible for delays stemming from review processes internal to the client, including editorial and production changes. Should these delays impact on project time lines and/or production costs, Meducom reserves the right to invoice for additional costs upon discussion with the client. A signature approving this Proposal & Estimate is binding and authorizes initiation of the work described in this document and enacts all terms and conditions herein. In the event that any part of this contract is cancelled for any reason, Meducom International Inc. will invoice for those services rendered to date, as well as any costs committed which cannot be cancelled. This estimate is valid 21 days from date issued.

23 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 22 Expectations Due to the complex and innovative nature of this proposed program, a close working partnership between employees of Meducom and Eli Lilly Canada Inc. will be required. This collaboration will require timely response to questions and concerns raised by both parties, since there are complex logistics associated with working with multiple media and faculty. The involvement of 6 faculty in the production of materials in multiple media can create disagreements and time delays in project timelines. Meducom commits to advising the client when these situations will impact the timing of deliverables. Since the Program Steering Committee is actively involved in guiding content and accreditation sponsors require program submissions which treat therapeutic options with balance and without commercial bias, it is likely that there will be substantial effort to create balance in all presentations pertaining to therapeutic options. It is further identified that components of the program which focus on the clients product may not be deemed suitable for accreditation by an accrediting sponsor approached by Program Steering Committee and Meducom; Meducom will not be held liable for delays in accreditation or for requirements to alter contents mandated by an accreditation sponsor. All efforts will be made by Meducom, during program development, to promote content development that will lead to successful accreditation.

24 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 23 Completion and Payment Schedule COMPLETION & DELIVERY January 2009 of all components based on sponsorship approval by August 29, 2008 PAYMENT TERMS: NET 30 DAYS Interim Payment 1: Due at signing of contract CHE Program Development (50%) CMEPak (50%) Program Marketing RapiCard (50%) Interim Payment 2: Due on engagement of Program Steering Committee CHE Program Development (25%) Program Marketing RapiCard (25%) Interim Payment 3: Due on receipt by Eli Lilly Canada Inc. of content for CMEPak and RapiCard for internal review CHE Program Development (20%) CMEPak (40%) Program Marketing RapiCard (15%) Final Payment: Due on delivery of completed CHE Program Development (10%) CMEPak (10%) Program Marketing RapiCard (10%)

25 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 24 Work Authorization Work on this project will begin upon client approval and receipt of Purchase Order from Eli Lilly Canada Inc. Meducom is not responsible for delays stemming from review processes internal to Eli Lilly Canada Inc., including editorial and production changes. Should these delays impact on project time lines and/or production costs, Meducom reserves the right to invoice for additional costs upon discussion with client. A signature approving this Proposal & Estimate is binding and authorizes initiation of the work described in this document. This document has been researched and developed by Meducom International Inc. ® with the assistance of a written brief provided by the client and other written sources. The information and executional elements in this proposal are considered proprietary and should not be otherwise discussed or reproduced (internally or externally) without the prior knowledge and consent of Meducom. Should the elements of this proposal not be accepted, the information and content presented within remains the property of Meducom, and is deemed confidential as defined in agreements in place between Eli Lilly Canada Inc. and Meducom International Inc.® Meducom International Inc. ® retains copyright, editorial control and distribution rights to programs in this Proposal & Estimate identified as trademarks of Meducom International Inc. ® No part of these programs, either in whole or in part, may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording or otherwise, without the written permission of Meducom International Inc. ® Copyright© e-Carousel ® and Quick Guide ® are registered trademarks of Meducom International Inc.(r). All rights reserved. CMEPak, RapiCard, CaseBuilder, SlideStation and MDgroove.com are trademarks of Meducom International Inc. All rights reserved. Investment Synopsis and Approval SignatureDatePO# Eli Lilly Canada Inc. Investment: Needs Assessment$9,000 + GST CHE Program Development$48,075 + GST CMEPak$47,046 + GST RapiCard$3,500 + GST TOTAL:$107,621 + GST

26 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 25 References Ms. Ursula Mann, Sr. Medical Education Associate, ADHD, Western Canada Eli Lilly Canada Inc. Toll Free: Ext Home Office: Mr. Mark Preston, Senior Product Manager Nycomed Canada Toll Free: x Ms Tessa Trasler, Health Education Manager Merck Frosst Canada Ltd. Phone:

27 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. Proposal & Estimate Appendix A: Optional Components = Additional Reach and Success! Optional Components

28 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 27 CMEHub - Description CMEHub is an internet portal solution that facilitates the creation of online communities for Canadian healthcare professionals who have interest in a CHE program, either as faculty or as participants. This unique portal is a secure space at which clinicians who are involved with the delivery of a CHE program or who have participated in a CHE program can continue their association with the CMEHub program sponsor. A CMEHub portal incorporates some of the best of the emerging web technologies and features, which, depending on investment levels, may include web forums and chat, invite a friend viral marketing and polls and surveying instruments. This secure and dynamic portal program is an ideal way to build loyalty and sustain communication with a community of CHE faculty/participants on an ongoing basis. CMEHub sponsorship is for a minimum of 12 months. During that sponsorship period, Meducom will: Create an CMEHub portal branded for Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer, including installing all standard CMEHub components on the world wide web at a unique web address Provide ongoing technical support Manage registration requests and permissions Purge any components of spam or indecent messages, should these occur, and revoke the membership(s) of any users who violate CMEHub guidelines Install software upgrades as relevant Ensure availability, in an archive, of all meeting minutes, transcripts or recordings generated by or for the participants in the CMEHub Provide a marketing program to support the awareness of the program to potential users A unique CMEHub web portal can be developed for this program. The portal includes strict permissions control, presented as a registration gate, in order to deter those who should not belong to the community. A CMEHub portal is a secure space in which invited clinicians may access relevant slides and resources to support the delivery of a CHE program. This is an ideal solution for modular CHE programs that build content over time. As well, the CMEHub web portal also serves as a repository of all program administration tools (viewable only by the sponsors representatives) and can serve as a communication conduit between Health Education and Marketing management and field representatives.

29 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 28 CMEHub - Specifications Functionality Specifications:* SlideStation Slide Library tool FeedbackHub Calendar of Events ExpertHub question and answer forum (with question-hold/adjudication technology) Web forum/bulletin board ChatHub invokable text chat room service PublicationHub System er AVAILABLE COMPONENTS (with additional investments required): TrainingHub Desktop Update Notifier application Whats H.I.P.? i-platform Program Management Hub Online journal club software PracticalHub Medical tools (i.e. creatinine, BMI and dosage calculators); CaseBuilder program, which allows members to build and deploy their own patient case studies Quiz widget Investment: CMEHub (for 1 module deployed) $12,500 + GST* Monthly Technical Support and Reporting Fee (12X$169)$2,028 Additional Module Deployment Fees $2,699 per module * Pricing does not include development of website text or posted content

30 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 29 Train-the-Faculty Program: Description Meducom can provide support for the development and implementation of two online Train-the- Faculty (TTF) meetings with an anticipated total of 25 targeted physician faculty members. This support includes: Management of the faculty recruitment process (i.e. development and delivery to a list of target physicians, provided by the sponsor, of program recruitment materials; management of confirmations of attendance; provision of instructions regarding technology connection to confirmed faculty; reminder letters to faculty the week of the event) Development of agenda and learning objectives for TTF meetings Development, in association with TTF trainers, of any slides or materials to support their efforts in training their colleagues during the web sessions Management of technical support for web and phone conferencing logistics (using Meducom or the sponsors web and telephone tools) Disbursement of funds to TTF program participants Provision of weekly recruitment reports and a final report to the program sponsor Development (excluding services associated with deployment to an online site) of a video and audio archive (as permitted by the technology used) of one or both TTF meetings

31 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 30 Train-the-Faculty - Specifications Specifications: Recruit, on behalf of Program Steering Committee, a total of 25 faculty members who will be trained to deliver the CHE program in up to two webconference sessions Co-ordinate recruitment process, including development and use of invitation letter, registration forms, agenda and learning objectives and phone message reminders to target faculty Provide weekly recruitment progress reports Provide technology access instructions to all confirmed TTF participants Support development of TTF support materials, including up to 10 additional slides for use by TTF Chair/Presenter and related handouts (by or for download) Disburse honoraria (honoraria costs not included) to TTF participants Provide access/use of Meducoms web conferencing and teleconferencing technology for up to two 1.5 hour sessions Develop a web archive of the TTF program (excluding costs of web deployment) Investment: Train-the-Faculty $26,900 + GST Detail: Web Services (including technology, archive development)$8,500 Recruitment Management and Reporting$12,400 Development of TTF Support Materials$6,000

32 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 31 On-Demand - Description On-Demand provides Canadian physicians with powerful and rapid i-learning programs integrating both audio and visual streams, animations, and personal assessment tools. At the heart of the MDgroove.com system, On-Demand Learning presents patient case studies and evidence-informed and guideline-supported medicine through the familiar slides paradigm. This learning methodology incorporates reflection opportunities, program assessment, and future planning to address uncovered learning needs. Meducom proposes to create one On-Demand Learning CHE derived directly from the content of the CMEPak created as part of this CHE initiative. This program would be accredited as a Section 1 learning program and eligible for 1.5 Section 1 Maintenance of Certification credits. The full On-Demand Learning framework at MDgroove.com includes: Pre-engagement practice reflection exercise Pre-engagement learning quiz (optional) Multimedia program delivery (narrated slides in Flash format) Unique Participant Toolbar, including note-taking feature, SlideStation PowerPoint® presentation builder*, glossary and immediate link to Ask the Experts Ask the Experts Whats H.I.P.? learning summary Program evaluation summary Opt-in sponsor follow-up engagement To assist with the marketing of an On-Demand Learning Meducom also develops an attractive invitation card for distribution by representatives, and can offer an attractive package (not quoted) of marketing services to its database of: more than 19,000 Canadian physician addresses more than 40,000 Canadian physician fax numbers * The SlideStation presentation builder on the Participant Toolbar allows users to flag slides from the program they are interested in downloading for personal study or use after the program.

33 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 32 On-Demand - Specifications Media Specifications: Program Format: Flash multimedia program, with narrated slides derived from the content of the CMEPak, deployed to MDgroove.com Interactions: Up to three interactive graphics and an interactive program glossary Hosting Environment: Hosted in an interactive web environment with sequenced program components which include reflection and pre-test, program multimedia, program web forum and/or chat room, Whats HIP? interaction, Program Evaluation Form and post-test. Refer a Friend feature and permission for sponsor follow-up will be enabled if desired by client. Provision of periodic reports of program performance included. Investment: On-Demand + GST* Marketing Card for ODL Program (500 units)$2,850 + GST* *This price depends on the completion by Meducom International Inc.® and availability of the CMEPak entitled Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer. To understand the power and promise of On-Demand Learning, an example is available online at the client demonstration site for MDgroove.com. To access this example: Navigate, using a web browser, to demo.mdgroove.com (no www in front of this web address) In the login panel on the left of the screen, enter LillyCME as your username and CMEgroovy as your password. Click program badge Echocardiographic Assessment of Pulmonary Hypertension and Right Ventricular Function in the Easy Links panel on the right of the screen. Access available components of this program through the Scoreboard, click on the button to the right of Opening Questions to access a pre-work activity (you may enter dummy data); click Submit when you have completed this screen. On the program scoreboard, click on the button Learning Program to activate an example of how On-Demand Learning content is delivered though video/audio.

34 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 33 Quick Guide ® - Description A Quick Guide ® is a pocket-sized spiral-bound guide that captures current opinions, consensus and recommendations in a given therapeutic area. Emphasis is placed on including practical, actionable content within the Quick Guide ® - algorithms, quick clinical tests, and risk factor tools are common content. Recent Quick Guides ® have included Reality Checks, which are practical guidance/comments from experts about how to translate knowledge to action. The Quick Guide ® can highlight the relationship of associated medical conditions or drug interactions to a therapeutic area. Meducoms Quick Guide ® series is among the most successful of its publications over its 14 years of operations as a healthcare communications agency. Quick Guides ® are enduring, retained and remembered; Meducom continues to receive phone calls and messages from physicians and university professors asking for copies of Quick Guide ® titles, some dating back 5 or more years! A Quick Guide ® is a powerful and conveniently-sized reminder of basic tools and information to enable the clinicians work. Meducom can enrich the experiences of those healthcare professionals who participate in Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer by developing, concurrent with program development, a Quick Guide ® related to Non-small Cell Lung Cancer.

35 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 34 Quick Guide ® - Specifications Format and Specifications: Finished Size: 5.0 x cards/set Material: 10 pt card stock with lamination on both sides Binding: 3/8 spiral binding Bundling: Shipped loose, banded or shrink-wrapped in 25 or 50 units (per client guidance) Colour: 4-colour graphics throughout Quantity: 500 units (English/French split: 70%/30% ) Written by the Meducom editorial team MD editor to be determined Submitted with CMEPak for review by accreditation sponsor Investment: Quick Guide ® - Non-small Cell Lung Cancer$60,400 + GST

36 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 35 Post-CHE Survey - Description Meducom can more comprehensively evaluate the learning outcomes from Histology Matters: Navigating Treatment Options for Non-small Cell Lung Cancer by implementing a formal post-event questionnaire or survey. Each randomly-selected program graduate will be contacted approximately 6 to 8 weeks following their participation in the CHE program for further assessment of learning outcomes, with an offer to assist in the development of a Personal Learning Program (eligible for Section 4 credits, Maintenance of Certification program). These surveys measure recall and impressions about the topics discussed and explore knowledge acquisition and translation to practice change. Meducom will conduct the following services as part of this program: Compile and manage data on program participants (provided by representatives of Eli Lilly Canada Inc.) Develop survey instrument and media strategy (i.e., fax, mail, , telephone) Conduct survey Prepare report for Eli Lilly Canada Inc. Provide assistance, as requested, to physicians interested in developing a Personal Learning Plan for NSCLC format and specifications

37 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 36 Post-CHE Survey - Specifications Format and Specifications: Print/Fax/Online Questionnaire/Survey Question Number: Not to exceed 12 questions or 2 pages Medium: Fax, paper (through mail), or online by either or at MDgroove.com Sample Size: To be determined Reporting: In one of either PowerPoint slides or Word document Phone Questionnaire/Survey Question Number: Not to exceed 6 questions Medium: Telephone contact with representative sample of program participants Sample Size: Options for n=60, n=150, n=500 Reporting: In one of either PowerPoint slides or Word document Personal Learning Plan Support Develop and provide a Personal Learning Form to interested physicians Provide assistance, as warranted, in the development of a Personal Learning Plan Investment: Post-CHE Survey$To be determined based on media strategy and sample size

38 Meducom International Inc. 18 Macdonell Street, Suite 200 Guelph, ON N1H 2Z3 (519) (519) Copyright © The contents of this Proposal & Estimate are proprietary. 37 Options Investment Summary Our estimates for the development of the project options described in this Appendix are: CMEHub services (including monthly fees for 12 month period) amounting to $14,528, excluding applicable taxes Train-the-Faculty services amounting to $26,900, excluding applicable taxes On-Demand services and marketing card amounting to $20,300, excluding applicable taxes (with conditions described in this Appendix) Quick Guide services and product amounting to $60,400, excluding applicable taxes Post-CHE Survey services and reporting – pricing to be determined excluding optional components (where designated). This document has been researched and developed by Meducom International Inc. with the assistance of a written brief provided by the client and other written sources. The information and executional elements in this proposal are considered proprietary and should not be otherwise discussed or reproduced (internally or externally) without the prior knowledge and consent of Meducom. Should the elements of this proposal not be accepted, the information and content presented within remains the property of Meducom, and is deemed confidential as defined in agreements in place between Eli Lilly Canada Inc. and Meducom International Inc.® Meducom International Inc.® retains copyright, editorial control and distribution rights to programs in this Appendix A identified as trademarks of Meducom International Inc.® No part of these programs, either in whole or in part, may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording or otherwise, without the written permission of Meducom International Inc. ® Copyright© e-Carousel ® and the Quick Guide ® are registered trademarks of Meducom International Inc.®. All rights reserved. CMEHub and associated trademarks, CaseBuilder, CMEPak, MDgroove.com, SlideStation, and Whats H.I.P? are trademarks of Meducom International Inc.® All rights reserved.


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