©Copyright 2007, Sermo Inc. - CONFIDENTIAL 1 KNOW MORE. KNOW EARLIER. Sermo Overview and Application April 2008 * *Means “conversation” in Latin

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 2 KNOW MORE. KNOW EARLIER. Agenda What is Sermo? Who are Sermo physicians? How are physicians using Sermo to collaborate? How can Your Client leverage Sermo?

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 3 KNOW MORE. KNOW EARLIER. So What is Sermo?

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 4 KNOW MORE. KNOW EARLIER. Sermo, the fastest-growing online professional network for physicians, where over 61,000 (and growing 1-2K per week) practicing MDs from 36 different specialties collaborate on patient care……..

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 5 KNOW MORE. KNOW EARLIER. …..and exchange dialogue with leading organizations in financial services, healthcare and government to shape the best practices in American medicine today.

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 6 KNOW MORE. KNOW EARLIER. Who are Sermo physicians?

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 7 KNOW MORE. KNOW EARLIER. Sermo User Demographics More than 35 specialties represented among 60,000+ doctors Specialties with >8,000 doctors Internal Medicine Family Medicine Pediatrics Specialties with >4,000 doctors Surgery Obstetrics Cardiology Pain Medicine Gynecology Psychiatry Specialties with >1,500 doctors Endocrinology Obstetrics Gastroenterology Pain Medicine Gynecology Anesthesiology Women’s Health Infectious Disease Hematology/ Critical Care Oncology Ophthalmology Psychiatry Dermatology Neurology Geriatrics Orthopaedics Radiology Specialties with >1,000 doctors Allergy and Immunology Pulmonology Nephrology Physiatry Otolaryngology Urology Plus 4,000 doctors in other specialties such as Med/Peds, Rheumatology, Pathology, Surgical Oncology, and Radiation Oncology

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 8 KNOW MORE. KNOW EARLIER. How are MDs/DOs Using Sermo to Collaborate? Treatment Challenges Drug Debates Drug Advice Diagnosing Challenges Drug Trial and Adoption Questions

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 9 KNOW MORE. KNOW EARLIER. Diagnosing Challenges

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 10 KNOW MORE. KNOW EARLIER. Treatment Challenges

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 11 KNOW MORE. KNOW EARLIER. Drug Discussion

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 12 KNOW MORE. KNOW EARLIER. Drug Debates

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 13 KNOW MORE. KNOW EARLIER. Drug Debate

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 14 KNOW MORE. KNOW EARLIER. Drug Advice

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 15 KNOW MORE. KNOW EARLIER. How Can Your Client Leverage Sermo? Whole New Channel to Engage with Physicians Inform Strategies, Gauge physician mindset Recruit Targeted MDs into Events and Activities Influence Using Physicians’ Discussion Engage in Dialogue Directly

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 16 KNOW MORE. KNOW EARLIER. Areas of Focus for the Client/Sermo Engagement Inform your strategies and recommendations to clients: –Gain insights in to physician mindset right now, through observation and focused research around organic community conversations Raise awareness through targeting and dialogue –Initiate conversations within the community or only with targeted MDs to increase Physician awareness and grow mindshare on a specific topic. –Recruit targeted MDs into panel discussions that will inform client strategies - offer honorarium incentives for participation –Present valuable data and information to targeted physicians, and get qualitative and quantitative feedback instantly: will this information impact the way they treat patients? Educate and influence targeted physicians: leverage community key opinion leaders –Recruit highly-ranked physicians within the community to lead panel discussions within Sermo’s open forum, to share their own experiences and educate/answer questions from their peers –Deliver any pre-existing educational content to targeted MDs at a contextually-relevant time Engage your clients’ Medical Directors in an open dialogue with the Sermo community –During a product launch or a time of breaking news for a product or company, a client’s Medical Director can enter into a direct dialogue with the physician community through Sermo. Through this method of peer-to-peer interaction, your clients will be able to gauge medical community sentiment more quickly, and will be able to address potential issues immediately.

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 17 KNOW MORE. KNOW EARLIER. Client Strategies 1. Inform strategies via Posts, Dashboard and Surveys 2. Recruit physicians into targeted interactions 3. Influence through physicians discussion 4. Dialogue Directly

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 18 KNOW MORE. KNOW EARLIER. Inform Strategies: Observe what physicians think about your product and see what they are saying to one another

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 19 KNOW MORE. KNOW EARLIER. Inform Strategies: Gain Early Insight into Trial

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 20 KNOW MORE. KNOW EARLIER. Inform Strategies: Track Adoption

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 21 KNOW MORE. KNOW EARLIER. Client Dashboard: Track Products, Disease Categories, Competitors, Etc.

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 22 KNOW MORE. KNOW EARLIER. Dive into Data and Track Information Over Time

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 23 KNOW MORE. KNOW EARLIER. Inform Strategies: HotSpot Survey Appear in Contextually Relevant Places

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 24 KNOW MORE. KNOW EARLIER. Physicians Click on an “Earn” HotSpot for More Information

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 25 KNOW MORE. KNOW EARLIER. Physicians Click Start Earning to Go to Opportunity

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 26 KNOW MORE. KNOW EARLIER. Feedback from 1,894 MDs in hours

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 27 KNOW MORE. KNOW EARLIER. Client Strategies 1. Inform strategies, Gauge physician mindset 2. Recruit physicians into targeted interactions 3. Influence through physicians discussion 4. Dialogue Directly

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 28 KNOW MORE. KNOW EARLIER. Any Educational or Informational Opportunity On or Off the Web

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 29 KNOW MORE. KNOW EARLIER. Every Opportunity has a Detailed Description Page

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 30 KNOW MORE. KNOW EARLIER. Return to Sermo HotSpot Popup Opportunity interaction On-Sermo Off-Sermo Start …Where do HotSpots Take Physicians? Any URL You Want.

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 31 KNOW MORE. KNOW EARLIER. “Start Learning” or “Start Earning” Takes Physicians To The Opportunity

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 32 KNOW MORE. KNOW EARLIER. …And Can Return Them Back to Sermo Where Physicians Rate Every Interaction and Comment Other “Learn” Examples Release of Trial Data KOL Events Benchmarking Challenges Peer-Reviewed Journal Articles Slides Sets

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 33 KNOW MORE. KNOW EARLIER. Client Strategies 1. Inform strategies, Gauge physician mindset 2. Raise awareness through targeted interactions 3. Influence through physicians’ discussion 4. Dialogue Directly

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 34 KNOW MORE. KNOW EARLIER. AlphaMD Client Post (Triggers Conversation and Follow Up Posts Among Physician Community)

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 35 KNOW MORE. KNOW EARLIER. And Then Again A Few Weeks Later…

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 36 KNOW MORE. KNOW EARLIER. Which drug do you use for first-line therapy?

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 37 KNOW MORE. KNOW EARLIER. 4. Physician-to-Physician Dialogue In AlphaMD

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 38 KNOW MORE. KNOW EARLIER. Sample Direct Physician-to-Physician Dialogue

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 39 KNOW MORE. KNOW EARLIER. Month 1Month 4Month 8Month 12 Educational Hotspot “An Interactive Patient Case and Benchmarking Challenge” Leveraging Sermo Over a 12-Month Period Research: Creative Development and Testing (DTC Campaigns, DTP Field-Based Materials, etc.) Targeted HS Survey: Gauging Impact of Awareness of Product Benefits (dosing, tolerability, etc.) Observation and Insights: Gauge current physician mindset around Your Client’s therapy; the category in general; understand linguistics and attitudes of physicians Unbranded Posting Campaign: sharing data and assessing impact of potential issues w/ existing therapies; raising awareness around new therapeutic alternatives Hotspot Survey (Patient Profiling): Assess When Targeted MDs would use Your Client’s Tx vs. The Competetion Hotspot Survey: Invite Sermo “KOLs” to Host Peer-to-Peer Community Discussions Educational Hotspot: Q & A Panel Discussions Around New Clinical Data/ Client Press Releases Delivery of Your Client’s Sponsored KOL Podcast or Poster Session (following national conventions) Delivery of Your Client’s eDetail Campaign, or Reimbursemen t Education to Targeted MDs Branded Posting Campaign: Led by Sermo “KOLs”: sharing benefits of their experiences with Your Client’s products over other therapies; educating their peers and answering questions Targeted HS Survey: Tracking Impact of Field- Based Strategies Public Relations HS: Your Client’s Medical Director Issues a Direct Response to Targeted Physicians

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 40 KNOW MORE. KNOW EARLIER. “Web 2.0 is really about getting individuals to participate... Connecting in more interactive ways can be incredibly powerful. Enabling individuals is what it’s all about and that’s something we haven’t had before.” Len Starnes, Head European eBusiness, Bayer Schering.