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

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 2 of 27 Lexapro FY’04 December 3, 2002 1

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 3 of 27 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 2

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 4 of 27 Lexapro - Launch Goal Lexapro = #1 SRI $2,000,000,000 Product Potential 3

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 5 of 27 Lexapro - New Goal Lexapro = #1 SRI w/ >30% Share $3,000,000,000 Product Potential 4

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 6 of 27 Lexapro Main Messages 60% 52% 52% 50% Of Total Mentions 50% % of physician mentions New - 32% Isomer - 19% Of Total Mentions 40% Rapid Onset - 23% Superior Efficacy -19% 30% Of Total Mentions Less side effects - 20% 15% 12% 9% 6% 10% 2% 1% 1% 0% Statements Side Effects Dosing I nteractions Uses Patient Types Efficacy Cost Compliance Other General Drug 5 * Sept. 2002 Verbatims (N=257)

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 7 of 27 Efficacy vs . Side Effects PCPs & Psychs 80% 64% 55% 51% 60% 49% 40% 20% 0% PCPs Psychs Efficacy Side Effects 6

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 8 of 27 Lexapro Goal & Strategy Goal = >>30% Share Overarching Strategy = Market Penetration (Over)index in all Promotional SOV Market Segments Leadership 7

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 9 of 27 Lexapro Goal & Strategy (Over)index in all Maintain SOV Market Segments Leadership • Accelerate Psych penetration • Pre-launch/Launch GAD • Increase medical education efforts • Offset expansion disruption • Generate geriatric/pediatric data • Secure access & pull through 8

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 10 of 27 Market Segments: • Disorder AD Mkt: • Provider $12+ Billion • Patient Age 9

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 11 of 27 SRI Usage by Age 12 months ending July 2002 Under 20 and over 60 represent 26% of 7% 4% 11% the market or Under 20 $3.12B 8% 20-39 40-59 60-74 75 & older age unspec. 29% 41% 10 Source: IMS National Disease & Therapeutic Index

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 12 of 27 % Share under 20 Celexa began to Increase - (Wagner data) 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 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 11

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 13 of 27 Physician Perceptions: Suitable for Elderly Patients Celexa holds leadership 5.75 in elderly: CLX • Market Share 5.56 ZL • Perception 5.23 PR Challenge for LXP: 5.07 • Current lack of data EFF • Labeling 5.02 BuSpar 4.96 PX 4 5 6 7 12 Overall, among all product mean ratings, a difference of approximately .19 is significant at the 90% level of confidence.†

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 14 of 27 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) 13

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 15 of 27 Lexapro Goal & Strategy Goal = >>30% Share Overarching Strategy = Market Penetration (Over)index in all Promotional SOV Market Segments Leadership 14

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 16 of 27 Lexapro Goal & Strategy Goal = >>30% Share Maintain Promotional SOV Overarching Strategy = Market Penetration Leadership (Over)index in all Market Segments 15

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 17 of 27 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 16

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 18 of 27 SRI Detailing Dollars $14,000 Lexapro in September $12,000 $10,000 ($ Thousands) $8,000 $6,000 $4,000 $2,000 $0 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 17 Source: IMS Integrated Promotional Services

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 19 of 27 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 18

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 20 of 27 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 19

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 21 of 27 SRI Sampling Extended Units - (Tab/Caps) Increase from 265 tabs (at launch) to 14,000 300 tabs in FY04 12,000 10,000 Lexapro in September (Thousands) 8,000 6,000 4,000 2,000 0 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 20 Source: IMS Integrated Promotional Services

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 22 of 27 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 21

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 23 of 27 Number of Physician Events 1,600 Lexapro in September 1,400 1,200 1,000 800 600 400 200 0 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 22 Source: Scott Levin PMEA

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 24 of 27 Meeting and Events Strategies  Given PhRMa Guidelines: – More CME – More teleconferences & Peer-Peer – Leverage pre-launch of coming indications 23

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 25 of 27 5Yr NRX Share 35.00% 30.00% 25.00% Franchise 20.00% Lexapro 15.00% Celexa 10.00% 5.00% 0.00% Sep-02 Sep-03 Sep-04 Sep-05 Sep-06 Sep-07 Jan-03 May-03 Jan-04 May-04 Jan-05 May-05 Jan-06 May-06 Jan-07 May-07 Jan-08 24

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 26 of 27 FY04 Expenses/Investments Samples $15MM (+$4) Tokens $12MM (+$1) Targeted Prgrm. $5MM (+$5) CME $12MM (+$2.5) $19.5MM (+$4.5) Lunch & Learn $8MM (+$3) Teleconferences/Peer $7.6MM (+$4) Prof. Relations Preceptorships $4MM (+$2.7) 25

Case 1:09-md-02067-NMG Document 687-36 Filed 02/28/17 Page 27 of 27 FY04 Expenses/Reductions Journals $16.5MM (-$2.5) Spkr. Programs 42MM (-$7) Managed Care $4.5MM (-$1) 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 26