RO Pinpoint Best Market Positioning

Psoriasis Market Evaluation Research

3 Positioning Statements Preference  The key statement selected by physicians focuses on Silkis’ good tolerability for long term use Silkis is a well tolerated, non-steroidal topical agent for long term psoriasis stability making it an ideal adjunct (fit) to any treatment strategy Silkis is the topical, non-steroidal psoriasis therapy for use on face and flexural areas addressing patients' need for ongoing, safe treatment Silkis is the only topical, non-steroidal psoriasis therapy for use on face and flexural areas addressing patients' need for ongoing, safe treatments which can be added to any treatment regimen Silkis is the only natural, non-steroidal psoriasis therapy providing safe and effective long term maintenance therapy for psoriasis that can be used to customize any regimen S3. There are multiple products that you can select to treat your psoriasis patients and a wealth of information available to you. Taking this into consideration, please select 2 statements that would most likely convince you to try Silkis with your psoriasis patients:

Cialis: Price Elasticity / Pharmacy Rx Transaction Research

5 Cialis Positioning – Step 1: Connect with Consumers Based on the Strongest Association  For majority of consumers Cialis knowledge is built on “long-lasting”  Among those familiar with the product, Cialis is relatively on par with Viagra in terms of “price of entry” benefits Product associations Not expensive Works fastLong lasting Well established RecommendedSafeReliable Better quality erection Price of entryValue added benefits Buzz Q6. Now we would like you to think about how different ED medications deliver on the benefits. Based on your own experience and/or what you have known, read, seen or heard about the medication, please specify how X meets the following needs? (Difference between Cialis and Viagra (Levitra in case of “fast acting”) based on 100 point scales) Fence Sitting Sufferers Ready to discuss Single Product Users Multiple Product Users On par Stronger Weaker Main differences are attributed to buzz, perception of safety, quality erection & price as well as long lasting benefit

6 1. Confidence & comfort...helps me feel confident in my abilities to have sex when the moment is right...helps me feel comfortable in my relations with the partner...lets me achieve an erection when the moment is right 2. Spontaneity …means sex does not feel planned …allows me and my partner to separate taking the medication from having sex …means that my partner can initiate sex …helps me not feel stressed about time...allows for a spontaneous sex life 3. Economic benefits …means that I can enjoy the effect longer without paying for an additional pill...permits me to have sex more than once using just one pill 4. Feeling younger …makes me feel younger...helps me forget I have ED 5. Fun & freedom in relationships (…gives more freedom to have fun & enjoy my relationship) Cialis Positioning Step 2: Dimensionalize What “Long Lasting” Means  When exploring Cialis’ competitive benefits, respondents talk about 5 distinctive aspects of “long lasting” Q7. Now please think specifically about “long-lasting” effect. As you might know the effect of some products lasts as long as 36 hours. Below is what different people have said about this benefit – we would like to know how important each of these statements are to you personally. Based on Factor Analysis

7  One of the main drivers that supports Cialis competitive positioning and is important for patients is “Confidence & Comfort”  The motivation is similar to core Viagra associations and might be used to tap into the pool of Viagra patients Rational Importance (Mean) Supports long lasting positioning (Regression Score) Confidence & comfort Spontaneity Economic benefits Feeling younger Fun & freedom in relationships Cialis Positioning – Step 3: Focus on “Confidence & Comfort” to Capture Some of The Viagra-Focused Consumers Q7. Now please think specifically about “long-lasting” effect. As you might know the effect of some products lasts as long as 36 hours. Below is what different people have said about this benefit – we would like to know how important each of these statements are to you personally.

8 Possible Cialis Positioning & Promotion: Patients  For majority of consumers, the knowledge of Cialis is built on long-lasting associations  Overall, among those who are familiar with the product, Cialis is relatively on par with Viagra in terms of core “price of entry” benefits (efficacy, reliability, safety). Cialis is more vulnerable when it comes to overall product knowledge “buzz”  When exploring Cialis’ competitive benefits, respondents talk about 5 distinctive aspects of “long lasting”: confidence & comfort, no ritual sex life, economic benefits, feeling younger, fun & freedom in relationships. Confidence & comfort is the main driving factor of Cialis’ competitive advantage and may be used to tap into the pool of Viagra patients  Possible Cialis promotional strategy may include 3 steps: 1) Connect with consumers based on the strongest association: long-lasting 2) Dimensionalize what “long-lasting” means 3) Focus on “confidence & comfort” to capture some of the Viagra-focused consumers  Current strength of Cialis brand equity is comparable to Viagra’s and some of the Cialis competitive advantage associations could potentially be used to tap into Viagra’s patient pool using Cialis positioning strategy