Plan Q Mobile Application Overview 1

Plan Q Overview Winner of the 2012 CIO 100 Award Tested successfully in market in 2011 Plan Q is an award-winning, unbranded educational smoking cessation mobile application providing smoking cessation support over 12 weeks. From prep week through quit process, to post-quit, Plan Q takes participants through a comprehensive support program, with engaging content based on behavior modification principles. Launched as part of Pfizer’s mission to improve health and well-being One of the first iPhone apps developed by Pfizer, and the company’s first mobile app to support participants during their quit attempt

Plan Q Helps Motivate and Educate Participants Who Wish to Quit Smoking Depth of content Content for 110 days Personalized Allows participants to input their goals Helps participants manage triggers in ways that are meaningful to them Can personalize quit date and savings goal from quitting smoking Leverages behavioral economics principles Awards badges for encouragement Incorporates surveys to keep participants actively engaged Provides feedback loop via smoking and slip-up log Includes motivational messages and reminders Community functionality enables social interaction, encouragement, and support Multimedia Presents both audio and visual content Consumer-friendly and easy to navigate

Program Components: Educational Content Links to educational content from the American Cancer Society, Centers for Disease Control and Prevention, and the National Heart, Lung, and Blood Institute Daily Content with tips and activities to help participants stay on track Think on this provides educational information on quitting smoking, with topics including management of urges, removal of smoking triggers, and expectations for nicotine withdrawal Act on this challenges participants to engage in certain activities to support their quit attempt, such as listing reasons for quitting, cleaning the house (to find hidden cigarettes), and developing a 24-hour action plan 4

Program Components: Urge Management Tools Features allow participants to: Upload photos of supporters and connect those photos with contact information, so participants may call support team members directly from the app Upload customized photos of motivational items or experiences Play games, listen to and watch audio/video content, and read inspirational messages to help overcome the urge to smoke 5

Program Components: My Community A built-in support community makes it easy to connect to other participants and share their successes Preselected messages to share support (no open text) 6

Program Components: Customization & Metrics A custom experience for participants Customer logo and welcome message for each participant Unique entry IDs provided for each customer (app only activates with ID) Tracks utilization metrics for customers Brief survey to understand the participant’s smoking habits at the start of the app Status-check questions at Months 1, 2, and 3 to gauge smoking status and feedback on the application 7

Other Program Components Smoking Log prompts participants to assess their high-risk times and events, which may trigger the urge to smoke Savings Calculator shows participants the amount of money saved by quitting Pop-up notifications (2x per day) motivate participants in their quit attempt and track smoking habits 8

Percentage of Participants Survey Participants Were More Than 5 Times More Likely to Rate Plan Q Helpful* Than Not Results from a Plan Q Pilot Program with a large employer Study Limitations: Limited number of participants (N=73) Not all participants did/could finish all surveys All data are self-reported Percentage of Participants Week *Participants were asked in weeks 4, 8, and 12 of the program whether they believed Plan Q was ‘Extremely Helpful,’ ‘Very Helpful,’ ‘Helpful,’ ‘Somewhat Helpful,’ or ‘Not Helpful.’ This graph combines ‘Extremely Helpful,’ ‘Very Helpful,’ ‘Helpful,’ and ‘Somewhat Helpful’ responses to display a composite result. †Numbers are rounded and may not add up to exactly 100%. 9

Current Data Collection All Plan Q participants are asked to respond to surveys, which provide us with information on their demographics and smoking habits. Survey questions include: How old are you? What is your gender? How many cigarettes do you smoke per day? How many times have you tried to quit? How soon do you want your first cigarette after you wake up? How helpful has Plan Q been in your quit attempt? Did this program prompt you to see a physician to help you try to quit smoking? How has your smoking changed since you started Plan Q? Are you using any smoking cessation treatments? 10

Availability iPhone (optimized for iOS) Downloaded via Apple “App Store” Free to download Requires customer code to activate VCP714002-01 © 2015 Pfizer Inc. All rights reserved. January 2015 11