A Few Moments®

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A Few Moments®

• Insights– Patients find HCPs more credible than pharma companies, and HCPs want to

spend more time with patients but cannot afford to– Regional KOLs can influence diagnosis and prescribing behavior

• Strategy– Elevate THE importance of diagnosing and treating COPD– Encourage patients to seek AN Rx solution by improving awareness of COPD

and ALSO its chronic and progressive nature

• Description– A campaign where Reps engage with target HCPs over a 6-step process to

record a COPD public service announcement (PSA) at a local recording studio – PSAs are aired in the HCPs’ local markets, as well as in targeted Internet radio

advertisements– A customized in-office poster helps to pull through the campaign in the HCP office

Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document.

Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document.

A Few Moments® ‒ Insights

• Patient / Consumer– Pharmaceutical companies are not perceived as credible – Physicians are the most trusted stakeholder

• Physician– HCPs are seeing more patients per day – Little time to discuss diagnosis/medication adherence/compliance– Values time-saving tools

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4Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document.

A Few Moments®

A Few Moments®

• Description – Partnership program to deliver disease

state information to patients and caregivers

• In-office – posters• Out of the office – radio spots (traditional

and online)

– Sales Representatives invite HCPs to record at local professional recording studio

– Spot is broadcast within 5-6 weeks of recording

– Representatives place personalized posters in the physician’s office

• Benefit – Multiple touchpoint opportunities

between HCP and sales representative– Opportunity for HCPs to participate in

program that benefits the community

Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document.

100% of invited HCPs used the poster in their

office100% of sales

reps would promote similar

program

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A Few Moments® – HCP Touchpoints

Points Representatives will need to engage their HCPs

InvitationHCPs receive recording session

invitation

Recording SessionPhysicians and

Representatives attend recording session

CD DeliveryRepresentatives deliver CD

with recorded spot(s)

Personalized PostersRepresentatives deliver

personalized poster

Notification CardsCards will be delivered

biweekly by Representatives and include the station, date, and time window in which the

radio spot will be played

“Thank You” Letter & Survey

Representatives deliver physicians’ “Thank You” letters

for participating in the campaign

Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document.