[PPT] - Lexapro FY04 December 3, 2002 1 Case 1:09-md-02067-NMG Document PowerPoint Presentation

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Lexapro

FY’04

December 3, 2002

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Lexapro - FY04

 Depression Launch Continues

– Message strong / Needs continued reinforcement – Maintain effort in face of SF expansion – FY04: LXP = $1.3 Billion

 Pre-launch GAD/SAD/Panic

– Awareness goal: >90% in Psych

 Launch GAD

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Lexapro - Launch Goal Lexapro = #1 SRI

$2,000,000,000 Product Potential

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Lexapro - New Goal Lexapro = #1 SRI w/ >30% Share

$3,000,000,000 Product Potential

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Lexapro Main Messages

52% 50% 52% 15% 12% 9% 6% 1% 1% 2%

0% 10% 20% 30% 40% 50% 60% General Statements Efficacy Side Effects Dosing Cost Drug I nteractions Uses Patient Types Compliance Other

Of Total Mentions New - 32% Isomer - 19% Of Total Mentions Rapid Onset - 23% Superior Efficacy -19% Of Total Mentions Less side effects - % of physician mentions

* Sept. 2002 Verbatims (N=257)

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Efficacy vs. Side Effects

PCPs & Psychs

55% 49% 51% 64%

0% 20% 40% 60% 80%

PCPs Psychs

Efficacy Side Effects

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Lexapro Goal & Strategy

Overarching Strategy = Market Penetration

Goal = >>30% Share

(Over)index in all Market Segments Promotional SOV Leadership

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Lexapro Goal & Strategy

(Over)index in all Market Segments

Accelerate Psych penetration
Pre-launch/Launch GAD
Generate geriatric/pediatric data
Secure access & pull through

Maintain SOV Leadership

Increase medical education efforts
Offset expansion disruption

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Market Segments:

AD Mkt: $12+ Billion

Disorder
Provider
Patient Age

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8% 29% 41% 11% 7% 4%

Under 20 20-39 40-59 60-74 75 & older age unspec.

Source: IMS National Disease & Therapeutic Index

SRI Usage by Age

12 months ending July 2002 Under 20 and over 60 represent 26% of the market or $3.12B

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% Share under 20

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 1Q 01 2Q 01 3Q 01 4Q 01 1Q 02 2Q 02 3Q 02 ZOLOFT PFZ 92/02 PAXIL+CR CELEXA FOR 98/07 PROZAC+WEEKLY EFFEXOR+XR

Celexa began to Increase - (Wagner data)

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4.96 5.02 5.07 5.23 5.56 5.75 4 5 6 7 CLX ZL PR EFF BuSpar PX

Overall, among all product mean ratings, a difference of approximately .19 is significant at the 90% level of confidence.†

Physician Perceptions: Suitable for Elderly Patients

Celexa holds leadership in elderly:

Market Share
Perception

Challenge for LXP:

Current lack of data
Labeling

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Lexapro Strategies

 Close the data gap for both Geriatrics and Pediatrics

– Recommend 3 geriatric trials - discussions underway with clinical & Lundbeck – Backup pediatric trial

 Improve labeling

– File geriatric sNDA (safety) – Pediatric development program

 Launch oral liquid (Jan. 03)  Evaluate 5 mg tablet timing (possibly late FY04)

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Lexapro Goal & Strategy

Overarching Strategy = Market Penetration

Goal = >>30% Share

(Over)index in all Market Segments Promotional SOV Leadership

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Lexapro Goal & Strategy

Overarching Strategy = Market Penetration

Goal = >>30% Share

(Over)index in all Market Segments Maintain Promotional SOV Leadership

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Promotional leadership

 To become the dominant leader, continue to

lead promotion:

– Detailing

 Substantial new data during FY04  GAD launch

– Samples

 Encourage trial

– Meeting & Events

 Best venue for substantial review of data  Significant new data

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SRI Detailing Dollars

$0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000

Jan-01 Mar-01 May-01 Jul-01 Sep-01 Nov-01 Jan-02 Mar-02 May-02 Jul-02 Sep-02 LEXAPRO CELEXA EFFEXOR+XR PAXIL+CR PROZAC+WEEKLY ZOLOFT WELLBUTRIN LINE Source: IMS Integrated Promotional Services

($ Thousands)

Lexapro in September

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Maintaining SOV during expansion

Strategies:

– Maintain Current Level of Dtls – Augment with non-personal promotion

 Med Ed (CME)  Pre-Launch GAD  Public Relations  Data dissemination

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Promotional leadership

 To become the dominant leader, continue to

lead promotion:

– Detailing

 Substantial new data during FY04  GAD launch

– Samples

 Encourage trial

– Meeting & Events

 Best venue for substantial review of data

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SRI Sampling

Extended Units - (Tab/Caps)

2,000 4,000 6,000 8,000 10,000 12,000 14,000

Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01 Dec-01 Jan-02 Feb-02 Mar-02 Apr-02 May-02 Jun-02 Jul-02 Aug-02 Sep-02 LEXAPRO CELEXA EFFEXOR+XR PAXIL+CR PROZAC+WEEKLY ZOLOFT WELLBUTRIN LINE

Source: IMS Integrated Promotional Services

(Thousands)

Lexapro in September Increase from 265 tabs (at launch) to 300 tabs in FY04

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Promotional leadership

 To become the dominant leader, continue to

lead promotion:

– Detailing

 Substantial new data during FY04  GAD launch

– Samples

 Encourage trial

– Meeting & Events

 Best venue for substantial review of data  Significant new data

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Number of Physician Events

200 400 600 800 1,000 1,200 1,400 1,600

Jul-99 Sep-99 Nov-99 Jan-00 Mar-00 May-00 Jul-00 Sep-00 Nov-00 Jan-01 Mar-01 May-01 Jul-01 Sep-01 Nov-01 Jan-02 Mar-02 May-02 Jul-02 Sep-02

LEXAPRO CELEXA EFFEXOR+XR PAXIL+CR PROZAC+WEEKLY ZOLOFT Wellbutrin Line

Source: Scott Levin PMEA

Lexapro in September

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Meeting and Events Strategies

 Given PhRMa Guidelines:

– More CME – More teleconferences & Peer-Peer – Leverage pre-launch of coming indications

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5Yr NRX Share

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

Sep-02 Jan-03 May-03 Sep-03 Jan-04 May-04 Sep-04 Jan-05 May-05 Sep-05 Jan-06 May-06 Sep-06 Jan-07 May-07 Sep-07 Jan-08

Franchise Lexapro Celexa

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$19.5MM (+$4.5)

FY04 Expenses/Investments

Samples Targeted Prgrm. CME

Lunch & Learn $15MM (+$4)

$5MM (+$5) $12MM (+$2.5) Tokens $12MM (+$1) Teleconferences/Peer Preceptorships $8MM (+$3) $4MM (+$2.7)

Prof. Relations

$7.6MM (+$4)

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Journals Managed Care

$16.5MM (-$2.5)

$4.5MM (-$1)

Spkr. Programs

42MM (-$7)

FY04 Expenses/Reductions

Note: Spkr Programs lower b/c less speaker training required in FY04 than FY03 Does not represent a decrease in promotional lecture funds from FY03

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