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Confidential, for internal planning purposes only. Not to be shared ordistributed outside of the BMS/AZ saxagliptin/dapagliflozin collaborative teams.

Performance ReportExecutive Summary

Timeframe: 4/1/10 – 4/30/10

Presented May 19, 2010

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Executive Summary

March'10

April Visit Volume Improved Both visit volume and daily average visits improved over March (Slide #3)

Optimized Search Spend Ups Branding Increased spend and flat CTR brought more clicks; fewer bounces upped engagement (Slide #7)

Directs Dominate Registration Sources Registration rate doubled, volume also up; almost all traffic sources had more regs (Slide #8)

Most Web Activators Are Current Onglyza Users

Redemptions Per Redeemer Reaches Two

Half The Redemptions Occur Within Two Weeks

Recommendations (Slide #22)

April Visit Volume Improved

Visits Volume improved in April by +9%– Avg. Daily Visits were up by +5% over March– Paid Search at 82% Share +11% in April– Display at 2% was up by +303%; Referreds at 1% down -40% (due to HCP ad tracking)

Traffic>>Source by Month

Source: Google Analytics, NetInsight.

4,730 4,312 4,076 4,073 3,996

2,896 3,827 3,798 3,860 3,501

18,983

38,987 38,885 37,620 41,629

0

10,000

20,000

30,000

40,000

50,000

Dec Jan Feb Mar Apr

Monthly Visits

Display Ads Paid Search Email

Organic Search Referred Direct

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HCP Banners

Directs Dominate Registrations

92% from Unpaid Sources– 70% Direct Brand Access– 16% Organic Search but branded– 6% Referral of which 3% from InternetDrugCoupons.com

8% from Paid Search

DTC CRM>>Value Card Registration Rate & Sources Trend

Source: Google Analytics, NetInsight.

Direct70%

InternetDrugCoupons

3%

Needymeds.org1%

Other Referring2%

Paid Search8%

www.onglyza.com7%

onglyza3%

onglyza.com2%

onglyza saxagliptin

1%

Other KW3%

Organic Search16%

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IDC Is A Growing Reg Source

An +80% Increase in Visitors from InternetDrugCoupons.com since January– +100% Increase in Registrants

Amazing 22% Registration Rate from Engaged Users (2.7 PVs/Visit)– 59 Registrations YTD: Cost = $0– Using Paid Search converters as a baseline, over $50,000 in CPA value (YTD)– Implications for Free Trial Program strategy

DTC CRM>>Value Card Registration Sources

Source: NetInsight.

24%

8%

28% 27%

0%

20%

40%

60%

80%

0

20

40

60

80

100

Jan-10 Feb-10 Mar-10 Apr-10

Monthly Percentage

Monthly Visitors

Visitors Bounce Rate Reg Rate

5

Direct Growth!

6

7,500 Redeemed-To-Date

55% of activated cards have been redeemed, compared to 53% last month.

Same day redemptions increased very slightly (36% to 37%).

After 4th Week 1st redemptions increased from 3% to 4%.

Total Cards Activated = 13,480

Total Cards Redeemed = 7,359

Key: Time to first redemption

card count

card count %

DTC CRM >>Overall first redemptions by time interval

No Redemption612145%

Same Day492637%

1st Week11438%

2nd Week3613%

3rd and 4th Weeks4043% After 4th Week

5254%

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Time To Redemption Percentages SteadyPercentage of cards making first redemption on the same day and within one week of activation

Apart from Jan and Apr, redemption proportions have held steady:

Same day 35-40%

Through 1st Week 44-49%

The dip in Apr is likely to be at least partially due to redemption data which has not yet been received.

37% 40% 38% 38%29%

35% 37%30%

10%9% 10% 8%

7%

9% 9%

6%

0%

10%

20%

30%

40%

50%

60%

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10

Same Day 1st Week

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Steady Growth Across All Value Card Metrics Cumulative Activity by Month

Redemptions per redeemer greater than 2.

Redemptions per activation greater than 1.

Redeemer rate holding steady at just above 50%

0.0

0.5

1.0

1.5

2.0

2.5

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10

Rate/Ratio

Activations Redeemers Redemptions

Reedemer Rate Redemptions per Activation Redemptions per Redeemer

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Reminder Program Notes And Assumptions

Through Apr-10, the time from mailing to first redemption ranges from 1 to 71 days.

Just over 50% of these first redemptions occur within 14 days of the mailing.

For the purposes of this analysis, any first redemptions that occur after a reminder mailing was sent are being counted as influenced by the mailing.

Is there a desire to exclude from the reminder program count first redemptions which occur more than a specified number of days from mailing?

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First Redemptions From Reminders SteadyFirst Redemptions by Reminder Mail Type by Week

5% of those who received a timely reminder have made their first redemption.

Apart from the jump in early to mid-April, total weekly redemptions have been relatively steady, ranging from 24 to 37.

Jump in redeemers on 10-Apr and 17-Apr primarily due to high numbers of reminders sent on 3-Apr and 10-Apr (2nd catch up).

Total Redeemers

Direct Mail: 194

Email: 159

2 15 16 16 1122

15

4027

14 16

12 11 8 16

15

14

31

23

19 10

0

10

20

30

40

50

60

70

80

20-Feb 27-Feb 06-Mar 13-Mar 20-Mar 27-Mar 03-Apr 10-Apr 17-Apr 24-Apr 01-May

Redeemers

Week Ending

Direct Mail Email

DTC Recommendations

Confidential, for internal planning purposes only. Not to be shared ordistributed outside of the BMS/AZ saxagliptin/dapagliflozin collaborative teams.

March'10

1. Web Sitea) Integrate AZ OnglyzaCampaign data into site tracking [DMS]b) Implement tracking across DTC/HCP/Nutrition Tracker/Ad Server Tags [DMS]

2. DTC Advertising/Mediaa) Paid Search [MV]

i. Optimization or bidding changes that led to higher bounce rateii. Ascertain Branded vs. Unbranded ad copy test viabilityiii. Define automated reporting also for Organic Search [Rosetta, DMS, MV]

3. CRM Control Groupa) A small percentage of potential recipients in each mailing should be held aside as a

control group; this will allow us to directly and statistically calculate lift in time to first redemption, redemption percentage, and redemption frequency. [DMS]

4. Researcha) Track Januvia activity via Compete data [DMS]b) Monitor Demographic/lookalike behavior (Quantcast) [DMS]

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Proportions of WEB* activated by card type

Most WEB Activated Are Current Onglyza Users

Over 60% of both Physician and Web card activators indicated that they are current Onglyza users.

Proportions are nearly the same for both card types.

1,694 672

935 432

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Physician Card Webcard

No

Yes

Current Onglyza

User

* No question about current Onglyza use appears in the TM scripts and no “Yes” responses to such a question appear in the database for the TM activation channel.