National Loyalist Survey Results

1. National Loyalist Survey Results

2. Project Goals • Greater customer insight: • Targeting – Who are the loyalists? • Messaging – What do they care about? • Communication Channel – Who do they listen to and which conferences are most attended by them? • Segmentation – Which loyalist subgroups are there and what are their prescription patterns? • Develop a mailing list for future communications.

3. 2006 Project Timeline Database Creation Field Dissemination Field Survey Collection January – February – March – April – May – June – Q’3 – Q’4 Data Entry and Cleaning Brand and Field Coordinated Tactical Use of Loyalist Database Data Analysis

4. Note Review these slides with the loyalist results in the e-mail and consider: • How should I act upon this information? • Does my loyalists differ from the national average? If so, why?

5. ReoPro Loyalists- Who are they?Targeting

6. Loyalist Database • 1200 Loyalists • 400 from spreadsheet submission • 300 from representative card only • 500 from rep and loyalist Basis for this analysis • 312 Hospitals • Average of 4 loyalists per hospital

7. Demographics • Physician: 93% • Specialty: • 91% Interventional Cardiologist • 7% Nurse • 1% Clinical Cardiologist • 1% Other • Avg. number of PCI’s per week: 9.5

8. 23 % 21 % 18 % THE SOUTH EAST 29 % 7 % Where are they? Note: Loyalist geographic distribution dependent on field survey submission. Districts that submitted more surveys will have a greater representation in results and hence have greater customization of national initiatives.

9. Messaging – What do they care about?

10. Topics of Interest Brand Actions: Look for ways to include information about drug eluting stents and other interested topics into future materials. Field Actions: What does your customer care about? What topic should you become knowledgeable about in order to angle your conversations toward their interests?

11. Most Important Product Attribute for AMI Patients Note: Although bleeding is important, it is not one of the most important product attributes for the AMI patient. Field & Brand Actions: What do your loyalists care about? Put bleeding in proper perspective for this patient. Must keep and increase focus on efficacy in the high risk patients through creation of new materials and field conversations with the loyalist.

12. Communications ChannelsWhere do they go and who do they listen to?

13. Conferences • Most Filled In • Other Conferences: • SCAI • SCRIPPS • VIVA Note: About half the customers are going to either TCT or ACC. Brand Actions: Invite specific loyalists to booth, dinners, or events. Field Actions: Where are your loyalists going? Are you going to be there? If not request a brand member or other attending field member to meet with your top loyalists. Follow-up with the loyalists before and after the conference.

14. LLB Speaker LLB Speaker LLB Speaker National Loyalist Thought Leaders Brand Action: Use this list to select the most respected physicians for webcasts. Brand Action 2: Use this list to identify potential new guild speakers. Field Action: Who do your loyalists listen to? Dean Kereiakes? Get them on his webcast! Gregg Stone? Message them strongly on the specifics of the ACUITY trial!

15. 23 % 21 % 18 % THE SOUTH EAST 29 % 7 % Regional TL Influence Field Note: Who is popular in your part of the country? Joint field remote live programs anyone?

16. Loyalist SegmentationAre there specific “types” of loyalist?

17. 2005 Gross Sales Breakdown • Loyalist Database Accounts Represent $71 million in 2005 Gross sales or 44% of sales • Loyalists in Database represent $31 million of 2005 Gross Sales or 22% of sales • Average Loyalist 2005 Gross Sales is $85,250 Note: Even though averages are reported on these slides, the y come from a large portion of our customers. It represents national directionally correct results. How do your loyalists compare?

18. Sales by Loyalist Note: Not all loyalists are the same! Some provide far greater portion of the business than others. Field Action: Which loyalists impact your ReoPro quota the most? Are you spending enough time on them? Are you maintaining or strengthening their loyalty enough?

19. Average National Loyalist SOM Note: ReoPro does have higher SOM in the higher risk patients. But is it a dominant SOM among our loyalists? How about among your loyalists? Field Action: How do your loyalists compare to the national average? Same, lower, or higher? If higher, protect them! If lower, how do you get them up to average and then beyond? Brand Action: Do all loyalists prescribe ReoPro exactly the same way??? ….. NO! Must find the different “types” of loyalist in order to determine customized messages and tactics targeting each group.

20. Hard Loyalists Patient SegmentReoPro SOM STEMI 95% NSTE 88% UA 84% Elective 77% CL 90% DM 89% Segment Size: 22% Loyalist SegmentsBased on prescription behavior Brand Action: Based on data your loyalists provided, the brand identified 3 types of loyalists. Each of these segments have different prescription patterns and hence require different messaging. Risk Strat Patient SegmentReoPro SOM • STEMI 90% • NSTE 52% • UA 34% • Elective 18% • CL 54% • DM 62% 49% Semi STEMIs Patient SegmentReoPro SOM • STEMI 50% • NSTE 14% • UA 11% • Elective 5% • CL 18% • DM 17% 30%

21. Field Action Prior to District Meeting • Review your loyalist results • Determine who are your top loyalists • Determine which loyalist type they are • Think about your strategy for each • Think about about how you can use the provided information to better maintain or grow their business • Be prepared to discuss at the district meeting!

22. How your efforts with the surveys made a difference! Brand actions based on your loyalists’ surveys… Previous and continuous partnership between Brand and field will help to make smarter and more impactful coordinated action plans to defeat the competition!!!!