Avapro / Avalide Recovery Plan

Sales Rep ToolsHarrisburg DistrictOctober 4, 2006

Prepared and delivered by Jim Brown

Plan Premise

• Q2 SGA performance favorable

• Q3-to-date market share and volume performance stabilized with slight improvement

• District Q3 performance behind Region, at bottom of district list

• Diovan and Benicar NRx volume trumps Avapro

Analysis Methodology

• Keep it simple

• Ensure START call plan adherence

• Increase focus: use Enhanced Rx Report– Found on e-Reports on SFO– Targets VH / H value rated docs

• Integrate MHC payor product access for greatest impact (i.e. Tier 2, available status)

AVAPRO VH / H prescribers by Territory defined by Enhanced NRx Report

# of targets: Reading = 65, HBG E = 23, HBG N = 49, HBG S = 52, Gettysburg = 32

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Brand Share Share of SuperBrand Market Weekly NRx Rpt Territory Share w/e 8/25

AVALIDE VH / H prescribers by Territory defined by Enhanced NRx Report

# of targets: Reading = 65, HBG E = 26, HBG N = 41, HBG S = 50, Gettysburg = 41

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Brand Share Share of SuperBrand Market Weekly NRx Rpt Territory Share w/e 8/25

This report provides focused sorting and targeting of highest value targetsusing 12 Wk NRx Brand and Market Volumes

(Note: Market volume reflects SuperBrand scripts)(Note worksheet tabs: all products are included in this report)

Sort targets using the AutoSort arrow for the respective column of interest

Zip Code

Rating

(VH,H Only) Prescriber

Primary Specialty

12 Wk NRx Brand Vol

12 Wk NRx Market Vol

    TERRITORY TOTAL 834 10,366

17356 H DEHART, DRAKE PC 11 153

17011 H GUSTAVSON, ROGER IM 1 94

17011 H FRANTZ, KATHRYN IM 0 89

17344 VH HESS, RUSSELL PC 8 82

17331 VH LUNSFORD, JOHN PC 11 74

17403 VH GLORIOSO, ROBERT PC 1 72

17011 H EHGARTNER, GREGORY IM 0 71

17313 VH KRESGE, DALE IM 4 71

17402 H BRADLEY, CRAIG PC 1 67

17011 H CONNER, KENNETH IM 3 66

17331 H PECK, MICHAEL PC 1 65

17403 H BEEKEY, CYRUS IM 7 64

• Hide irrelevant columns in Report for side-by-side NRx and Market Volume comparison to reveal doc-by-doc potential.• Integrate MHC payor status by practice to proactively eliminate “cost” objection.• Remember, Market Vol. reflects SuperBrand, not ARB or ARB/HCT individual markets.

Example: HBG S., top 12 market potential docs, average at least 5 market NRx/Week.Look at brand potential!

Next Steps• Use CallMax queries and Excel analysis to

target remaining brand & superbrand potential, that is, M, L, VL rated docs representing the following business spread in the HBG District:

M, L, VL Docs Remaining

Brand Share

M, L, VL Docs Remaining

Share of Market

Avapro 65-85% 75-87%

Avalide 58-80% 68-86%

Next Steps

• Capture MHC payor prevalence by territory, followed by tops docs sorting by payor, for focused MHC messaging execution. (see examples)

• Create MHC status grid for Avapro / Avalide and competitors for rep training.

MHC Plan / Payor Prevalence in BMS HBG South TerritoryBased on 26 Weeks of CallMax NRx Data, 353 Prescribers, thru June 2006

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PACE

Last Name First Name City (Primary) Zip AVP NRx AVL NRx Diovan NRx Benicar NRx PACE (PA)

ALEXANDROV MARIA HANOVER 17331 0 5 0 1 28

SCARITO ELIZABETH YORK 17402 3 5 1 0 26

HENDERSON CAROL YORK 17402 0 0 0 0 25

JACOBUS PAULA YORK 17402 3 6 25 6 24

MILLS JAMES YORK 17403 0 0 4 0 23

FREER LAWRENCE HANOVER 17331 3 0 5 1 21

TESTA DONNA YORK 17403 0 0 12 0 21

WOERTHWEIN KENNETH YORK 17404 6 3 37 3 21

DEPAMPHILIS HY HANOVER 17331 5 3 23 0 20

HEIRD STEVEN YORK 17403 0 0 0 0 20

MAHMUD RIFFAT SHREWSBURY 17361 2 4 16 11 20

MANZELLA JOHN YORK 17405 10 7 32 0 20

NICHOLSON W YORK 17403 0 0 0 0 20

SIDDIQUI KHALID HANOVER 17331 1 0 11 0 20

CARPENTER CATHY YORK 17403 9 3 26 2 19

GARCIA MICHAEL HANOVER 17331 7 0 4 5 19

LYND CLIFFORD YORK 17403 0 0 0 0 19

MANNING CATHY YORK 17403 10 1 17 7 19

MATHEWS RAYMOND HANOVER 17331 5 10 18 5 19

TALLURI SATISH YORK 17403 6 0 9 9 19

GEISELMAN DOUGLAS YORK 17404 7 6 0 1 18

% Volume of NRx Scripts