AA-4-1 Patricia A. Kriger Senior Director Rx to OTC Marketing 7asdf

AA-4-2 Pravachol Education and Marketing Program

AA-4-3 Education and Marketing Program Key Goals Deliver a responsible program that will complement current efforts to reduce cardiovascular disease Provide all necessary tools to ensure appropriate use in OTC setting

AA-4-4 Education and Marketing Program Surround consumers with relevant, motivating messages to encourage responsible use among the appropriate population Retailer Programs Cholesterol Awareness HCP Education Consumer Advertising Pravachol Partners Labeling

AA-4-5 Closing the Therapeutic Gap Consumer view Rx Medicines differently than OTC Medicines

AA-4-6 OTC User Profile Concerned about Cholesterol Proactive / Prevention-Oriented Dieting and Exercising Doctor Involved Not Ready for Rx Options

AA-4-7 The Appeal of OTCs Only for People With Severe Cholesterol Problems Something I'd Avoid Doing As Long As Possible Something I Would Do To Stay Healthy Good Idea To Use If Your Cholesterol Is Just A Little High Source: BMS study among 283 cholesterol concerned consumers, age 35+ (Percent Who Agree Strongly / Somewhat)

AA-4-8 Objectives Raise cholesterol awareness and foster a dialogue between consumers and health care professionals Encourage appropriate self-selection Encourage responsible ongoing use Education and Marketing Program

AA-4-9 Encouraging Awareness and Dialogue Consumer Advertising: –Raise cholesterol awareness –Generate physician contacts Community Outreach / Worksite Programs –Increase cholesterol awareness and intervention –Broaden access among minority and under served populations At Shelf: “Questions to Ask Your Doctor” tear off pads

AA-4-10 Labeling: Carton end flap Blister Cards:“Keep Your Doctor in the Loop” Encouraging Awareness and Dialogue

AA-4-11 Focus on HCPs likely to interact with OTC consumer –Primary Care Physicians –Nurses, physician assistants –Pharmacists Broaden education about CV risk, cholesterol management and behavior modification Tools –Professionally staffed 800# –New product bulletin –CME programs –Materials to distribute to consumer Health Care Provider Program Encouraging Awareness and Dialogue

AA-4-12 Encouraging Appropriate Self Selection Labeling –Excellent comprehension of key messages Toll free 800 number –Interactive triage system –Spanish language package insert and bilingual audio cassette available Interactive Web site –Up to date health information –Risk assessment tools

AA-4-13 Encouraging Responsible Ongoing Use Starter Kit Cholesterol Testing Programs

AA-4-14 Pravachol Partners Program Frequent mailings; 4 in first 6 months Messages timed to coincide with critical points in adoption curve P ARTNERS PRAVACHOL P ARTNERS PRAVACHOL P ARTNERS PRAVACHOL P ARTNERS PRAVACHOL

AA-4-15 Post Marketing Surveillance Program

AA-4-16 Post Marketing Surveillance Program Evaluation Measures –Safety in OTC setting –Awareness, utilization among general population –Characterization of behaviors among OTC statin users Mechanisms for Evaluation –Adverse event reporting –800# contacts from consumers and health care professionals –BMS sponsored Phase IV Statin Impact Study

AA-4-17 Phase IV Statin Impact Study Protocol Conducted in three phases: –Baseline: Prior to distribution –6 and 12 months post launch Nationally Projectable Sample –10,000 adults  18 years –1,000 OTC statin users –Augment sample for demographic subgroups Key Measures –Cholesterol-related beliefs and behaviors

AA-4-18 Education and Marketing Program BMS Commitments Apply learning from post marketing surveillance to refine marketing and education programs Support cholesterol education efforts among consumers and health care professionals Amplify important labeling messages to: –Encourage consumer / health care professional dialogue –Encourage appropriate behavior and compliance