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. Local Sell Sheets March 4, 2015

Agenda 2 1.What Is a Sell Sheet? 2.Sell Sheets – The HRM Way 3.Development and Execution – Steps and Timing 4.Costs

What Is a Sell Sheet? A 1- to 2-sided (typically 2-sided) piece used to communicate key information in a succinct way –Co-pay changes –Key product data –Local legislation changes Its main purpose is to convey a company’s product’s benefits in a short and concise manner on one to two pages of letter sized paper –Allows sales reps to get their verbal pitch down to 30 seconds 3

What makes sell sheets that HRM creates different than those developed by the brand team or AOR? 4

Why does the client NEED them? 5

Sell Sheets – The HRM Way

Local Sell Sheets Market-specific sell sheets developed using local facts –Ex, local disease prevalence or risk factor information Can be a digital piece or printed leave-behind Field representatives can highlight geography-unique characteristics 7

Benefits and Sales Rep Feedback Benefits –Helps capture physician attention in an innovative way –Local information complements national message in a way that resonates with physicians 8 * Survey results from 44 s-a Sales Representatives across the US 95% of sales representatives reported that the sell sheet extended their sales calls of sales representatives used the sell sheet with a customer multiple times of sales representatives agreed that the sell sheet helped to elevate the perception of the company by meeting local physician/customer needs 61% 71% 67% of sales representatives reported that the sell sheet extended their sales calls for 30 seconds or longer

Types of Sell Sheets Non-Templated Unbranded, Branded, Market Specific Templated Unbranded, Branded 9

Examples: Non-Templated, Unbranded, Market Specific 10

Examples: Non-Templated, Unbranded 11

Examples: Non-Templated, Branded 12

Examples: Templated, Unbranded 13

Examples: Templated, Branded 14

Development and Execution – Steps and Timing

Key Questions To have answered before you meet with your client: –What are the client’s needs? –Why would a sell sheet be beneficial to them? –Will their needs be met if we develop a template with easily modified variables by market? –Is local data widely available, or would we have to purchase it? 16

Key Questions To ask your client: –What are you hoping to accomplish with a sell sheet? –What is the structure of your sales force? –How many markets will be receiving it? –Branded or unbranded? –Will it include local data? –Are there any key brand messages to incorporate? –One or two pages in length (front/back)? 17

Key Steps in Developing and Executing a Sell Sheet – English Only Job Startup –Developing Creative Brief –Kicking off with internal team –Kicking off with client –Gathering any existing brand materials and data Creative Development –Writer develops content AT, editorial, and client reviews piece and provides feedback Incorporate revisions as needed –Creative places content into layout AT, editorial, and client reviews piece and provides feedback Incorporate revisions as needed 18

Key Steps in Developing and Executing a Sell Sheet – English Only RC Steps –AT submits to RC –RC team reviews piece and provides feedback –AT and creative revise as requested AT, editorial, and client reviews piece and provides feedback Incorporate revisions as needed –AT resubmits to RC –RC provides final approval Art Release Production –AT requests art release from creative –Creative preps and releases art files –AT, creative, and editorial reviews and approves proofs –Printing and shipping 19

Key Steps in Developing and Executing a Sell Sheet – Multi-Lingual Job Startup –Developing Creative Brief –Kicking off with internal team –Kicking off with client –Gathering any existing brand materials and data –Is the English version RC-approved? 20

Key Steps in Developing and Executing a Sell Sheet – Multi-Lingual Creative Development –Writer develops content in English AT, editorial, and client reviews piece and provides feedback Incorporate revisions as needed –Creative places content into layout AT, editorial, and client reviews piece and provides feedback Incorporate revisions as needed –AT sends to third party vendor to translate copy into requested language –Translations company provides translated content –Creative revises layout to reflect translations AT, editorial, and client reviews piece and provides feedback Incorporate revisions as needed 21

Key Steps in Developing and Executing a Sell Sheet – Multi-Lingual RC Steps –AT submits to RC Includes content in English, translated copy, and copy translated back into English, as well as letter of certification –RC team reviews piece and provides feedback –AT and creative revise as requested AT, editorial, and client reviews piece and provides feedback Incorporate revisions as needed, including revisions from translation company –AT resubmits to RC –RC provides final approval Art Release Production –AT requests art release from creative –Creative preps and releases art files –AT, creative, and editorial reviews and approves proofs –Printing and shipping 22

How Long Does it Take? English Only Job Startup –20 days Creative Development –20 days RC Steps –35 days Art Release and Production –25 days TOTAL DAYS = 100 Multi-Lingual Job Startup – 20 days Creative Development – 30 days RC Steps – 50 days Art Release and Production – 25 days TOTAL DAYS = 125 NOTE: Total number of days based on working with NEW clients only 23

Pricing

Questions that Effect Pricing: Does the client need assistance with identifying target markets? –NOTE: If this is required, additional money may need to be added to the budget, depending on the extent of the analysis How many sell sheet templates are needed? Are we creating digital or paper versions? –If digital, do we need to work with their digital agency for execution and do they have digital specs that they can share? Does a sell sheet already exist that can be utilized for content? Will we need to leverage content from previously approved pieces (i.e. sales aid)? 25

Questions that Effect Pricing (cont’d): If we are executing multiple markets, will RC sign-off (i.e. approved for use) on a template with market variations attached for review/approval? –In other words, we want to avoid executing each market to gain the status “approved for use” from RC –Most RC process will require that the final, market-executed sheets are submitted to RC for offline approval before FDA submission What are the expected metrics? –If HRM is expected to handle metrics, then we need to add it to the scope and budget 26

Additional Project Planning Questions: What regional data does the client have available? If HRM is to handle metrics, who is the market intelligence contact? Do we have an example of [insert pharma company]’s standard for ROI analysis? –NOTE: Our programs are typically run in markets where other brand promotion is already happening. We will need to discuss with their MI team to determine how best to measure ROI 27

Pricing Local Sell Sheets Costs 2-sided template with placeholders for local data Research of local data with recommendations per market Development 2-sided template – $35,000 Development work exceeding amount above, due to client actions or inactions will be billed at $ per hour Execution, per market $7,500 for first 10 markets (minimum) $5,000 for markets $3,500 for markets over 50 Printing is not included. Translations incremental. 28

Pricing Example #1 A client would like to have a sell sheet with the following features. How much will it cost? –2-sided template –35 markets –3 months later they’d like to do 75 more markets Answer: –Initial 35 markets = $235,000 Development = $35,000 Execution = ($7,500 x 10) + ($5,000 x 25) –75 additional markets = $285,000 Execution = ($5,000 x 15) + ($3,500 x 60) 29

Pricing Example #2 A client would like to have a sell sheet with the following features. How much will it cost? –2-sided template –50 markets Answer: –50 markets = $310,000 Development = $35,000 Execution = ($7,500 x 10) + ($5,000 x 40) 30

Summary

Quiz – Question #1 32 How long does it take to develop and execute a sell sheet?

Quiz – Answer # Days or Approximately 3.5 Months

Quiz – Question #2 34 How many days does the RC approval process take?

Quiz – Answer # Days

Quiz – Question #3 36 What does the minimum number of sell sheets cost to develop and execute?

Quiz – Answer #3 37 $110,000 $35,000 + ($7,500 x 10)

Key Questions To have answered before you meet with your client: –What are the client’s needs? –Why would a sell sheet be beneficial to them? –Will their needs be met if we develop a template with easily modified variables by market? –Is local data widely available, or would we have to purchase it? To ask your client: –What are you hoping to accomplish with a sell sheet? –What is the structure of your sales force? –How many markets will be receiving it? –Branded or unbranded? –Will it include local data? –Are there any key brand messages to incorporate? –One or two pages in length (front/back)? 38

Timing and Costs Timing Job Startup –20 days Creative Development –20 to 30 days RC Steps –35 to 50 days Art Release and Production –25 days TOTAL DAYS = 100 to 125 Costs 2-sided template development – $35,000 Out of scope costs – $ per hour Execution, per market – $7,500 for first 10 mkts (min) – $5,000 for mkts – $3,500 for mkts over 50 TOTAL MIN COST = $110, *NOTE: Printing and translations are not included