1. 1 Patient Communications Presented by: Carol Rothkopf December 7, 2005

2. 2 Focus of Presentation Research demonstrates the need to improve patient communications and the need for more information materials that are easier for patients to understand and act upon.

3. 3 Doctor-Patient Communication The National Council on Patient Information and Education (NCPIE) reports… Source: Pharmaceutical Executive, September 2005 Half of all patients forget verbal information communicated by their physicians. Almost two-thirds (60%) are unable to report precisely what they were advised to do – even one hour after leaving a doctor’s office. Only 35% of patients receive instructions from their physicians on how to take medication.

4. 4 Prescription Drug Compliance in the U.S. Of the 63% of adults who were prescribed prescription drugs in the past year, 33% did not take their medications as prescribed, according to Harris Interactive. Source: Harris Interactive for the WSJ Online’s health industry edition, Pharmaceutical Executive, May 2005

5. 5 Prescription Drug Compliance in the U.S. Initial Prescriptions/Refills… Between 10% to 20% of patients do not get the initial prescription filled because the physician has not convinced them why they need to take it. 30% to 85% of patients may disregard refills, depending on the disease and treatment regimen. Cost of Noncompliance… Up to 20% of hospital and nursing home admissions and 125,000 deaths annually are attributable to noncompliance. Source: Cutting Edge Information, Pharmaceutical Patient Compliance and Disease Management, Durham, N.C.; PharmaVoice, November 2005;

6. 6 Health Literacy Health Literacy – the ability to read, understand, and act on health information – is a health issue that affects all age, race, and income levels Studies show that the health of 90 million people in the U.S. may be at risk because of the difficulty some patients have in understanding and acting upon health information. One out of 5 American adults reads at the fifth grade level or below, and the average American reads at the eighth to ninth grade level, yet most healthcare materials are written above the tenth grade level. Pfizer Web Site

7. 7 MARS 2005 OTC/DTC Study Survey conducted by Kanter Media Research Via Mail; Sample Size: 21,216

8. 8 Attitudes/Opinions About Healthcare and Pharmaceuticals Agree A Lot / A Little Age 18+Age 18-34Age 35-49Age 50-64Age 65+ Population (000):216,88367,21164,57649,22735,869 I research treatment options on my own and then ask my doctor about them 31%29%32%34%29% I always read the small print in magazine/newspaper pharmaceutical ads 31%32%31% 30% The side effects associated with some prescription drugs sometimes scare me off a brand 52%47%53%57%51% Source: MARS 2005 OTC/DTC Study

9. 9 Attitudes/Opinions About Healthcare and Pharmaceuticals Age 18+Age 18-34Age 35-49Age 50-64Age 65+ Population (000):216,88367,21164,57649,22735,869 Finding information on health/ treatments on the Internet is very helpful to me 32%39%35%31% 15% I am comfortable registering on a website which offers useful information about my health condition 17%21%18% 7%9% Health information put out by drug companies and available at pharmacy is credible/useful 38%36% 40%42% Source: MARS 2005 OTC/DTC Study Agree A Lot / A Little

10. 10 Sources for Health Care Information Age 18+Age 18-34Age 35-49Age 50-64Age 65+ Population (000):216,88367,21164,57649,22735,869 Health Care Professionals82% 85%77% Friends/Relatives52%63%56%49%31% Ads/Brochures/Pamphlets/ Wallboards & TV Programs in Doctors’ Offices 50%57%53%51%31% Medical Journals37%43%38% 24% Source: MARS 2005 OTC/DTC Study Valued Very Much / Somewhat

11. 11 Sources for Health Care Information Age 18+Age 18-34Age 35-49Age 50-64Age 65+ Population (000): 216,88367,21164,57649,22735,869 Magazines TV Newspapers Radio 36% 38% 31% 18% 37% 41% 33% 21% 36% 39% 32% 20% 39% 42% 34% 17% 29% 27% 25% 8% Internet–Drug Co. Web Sites Internet-Health Web Sites 13% 20% 28% 13% 22% 9% 15% 3% 4% Source: MARS 2005 OTC/DTC Study Valued Very Much / Somewhat

12. 12 Time Inc. DTC Study Fourth Quarter 2004 Survey conducted Online by Harris Interactive and adjusted to reflect U.S. population of adults 18+; Sample Size: 3,570

13. 13 Doctors Provide Samples Source: Time Inc. DTC Study, Fourth Quarter 2004 Base: Recently Diagnosed Sufferers at Time of Diagnosis, n=1,417

14. 14 Benefits of Rx Advertising (General Population) Percentage Who Completely or Somewhat Agree That Rx Ads Make people more confident in talking to a doctor about their condition 69 Provide information on who should or should not take the medication 57 Provide clear information on the drug’s benefits 49 Supplement the information provided by a doctor 49 Provide enough information about the drug’s side effects or risks42 Inform people about effective dosages and duration of treatment 36 Help people evaluate which drugs are best for them 32 Q1300 How much do you agree or disagree with each statement below? Base: One Half of All Respondents, Randomly Selected (n=1785) Source: Time Inc. DTC Study, Fourth Quarter 2004

15. 15 Responses Across All Key Conditions (n=3767) TelevisionMagazines Both the same Providing enough information about the drug’s side effects or risks 1248 40 Providing clear information on the drug’s benefits 1538 47 Informing people about effective dosages and duration of treatment 1438 48 Directing people to a website for more information 1732 51 Making people more confident in talking to a doctor about their condition27 1162 Reminding people to take their medication23 968 Encouraging people to refill a prescription21 970 ROLE OF TV & MAGAZINE ADS Which advertising do you feel was better at…? Q420 You indicated that you saw advertisements for prescription medications to treat [CONDITION] both on television and in a magazine. Which advertising do you feel was better at…? Note: Calculated by taking %s of RESPONSES (vs. respondents) Source: Time Inc. DTC Study, Fourth Quarter 2004

16. 16 Conclusions Healthcare professionals are the most valued source of healthcare information among patients of all age groups, according to the MARS 2005 OTC/DTC Study. However, there is a need for additional communication beyond these professionals… Patients forget verbal information communicated by their physicians Prescription drug compliance problems abound Many patients research treatment options and supplement information from their doctors from a variety of sources. The challenge is how to improve communications among patients who are not proactive, those who have difficulty understanding health information, and the elderly.

17. 17 Patient Communications Presented by: Carol Rothkopf December 7, 2005