Partnering With Physicians New Strategies for Changing Physician Prescribing Behavior John Aiken To return to website, click your Browsers “BACK” Button

Who should take this training? Target Audience Territory Managers who have been with Inspire for 1 year. Average Pharma. Industry tenure is 4-6 years All trainees have been trained on the Inspire Selling Skills Platform Age range = Fairly equal numbers of males and females To return to website, click your Browsers “BACK” Button

Workshop Objectives Tools, skills and insights to change physician prescribing behavior Become expert at facilitating changes in physician prescribing behavior. Apply advanced change management strategies at the level of the individual physician, in a group practice and across your territory. Develop a stronger partnership with key customers by becoming a more perceptive, sophisticated communicator. Advance the brand strategy for our product line To return to website, click your Browsers “BACK” Button

Expand usage of our products to new patient populations. Switch from one product to another within the same class. Change their protocol where appropriate from referring patients to managing them. Support and achieve a change in formulary status for our products. Become champions and advocates for our products. Move from using one class of drug to another. Seeing My Role Differently A Change Manager Our job is to help physicians… To return to website, click your Browsers “BACK” Button

Define the specific change we want What does Global A to B mean for you? A B Physician recognizes clinical benefits of ELESTAT Physician feels all Allergic Conjunctivitis drugs are the same Physician treats confidently with ELESTAT Physicians treat confidently with our product Physician using Patanol Physician using older standard of care, generics To return to website, click your Browsers “BACK” Button

The Dream A B ? Dr. is at “A.” We want them to go to “B.” The question is: How do we get there? False hope: “If I just show enough value the doctor will be motivated to change.” To return to website, click your Browsers “BACK” Button

Factors That Drive Physician Prescribing Behavior Adverse events, side effects, drug-to-drug interaction The hassle factor in learning the dosing, titration, handling the callbacks, etc.. Liver function tests Efficacy to patient Risk of Making a Bad Decision Transition Cost Cost of Ownership Efficacy or Value 51% 38% 14% 12% To return to website, click your Browsers “BACK” Button

What Reps Focus on During Their Sales Calls (% Time) Risk of Making a Bad Decision Transition Cost Cost of Ownership Efficacy or Value 12% 10% 13% 43% To return to website, click your Browsers “BACK” Button

The Reality The Doctor’s View AB Time The doctor’s view of change is different from our own. The transition phase is the silent killer. The doctor’s view of change is different from our own. The transition phase is the silent killer. We must take responsibility for managing the transition. Silent Killer

The Solution Make Quantum Change Feel Incremental A B Time Under the Threshold Strategy: Define the global A to B shift for this doctor. Break it into “incremental steps.” Define the A to B shift for “this call.” Keep it under the doctor’s threshold. To return to website, click your Browsers “BACK” Button

The Components of Strategy Assets - Liabilities To return to website, click your Browsers “BACK” Button

Identify Assets – theirs and ours: –Product (Indications, efficacy, ease of use, safety profile) –Pricing/Reimbursement Structure –Clinical Data –Value-added Services –Representative (Knowledge, skill, depth, sophistication) –Relationship with Key Players –Company Reputation “One defends when his strength is inadequate; one attacks when it is abundant.” - Sun Tsu, “The Art of War” Component 1 - Assets To return to website, click your Browsers “BACK” Button

The most fundamental tenant of strategy is that the successful competitor will avoid a strength and attack weakness (liability). Therefore, analyze the opponent and identify where, if at all, they are weak in comparison to us. Consider the role of Speed and Preparation. Component 2 - Liabilities “First, make yourself invincible, then await the enemy’s moment of weakness.” - Sun Tsu To return to website, click your Browsers “BACK” Button

Identify Assets and Liabilities Teams of 4 to 6 YouPrimary Competitor Secondary Competitor Assets More indications Better side effect profile Better data with one indication Lower price Potential Assets Relationship with key Cardiologist New trial underwayMore sales reps Liabilities Clinical data is weaker for one of our indications (Primary Competitor) Single indication Efficacy about equal Single indication Efficacy slightly lower Potential Liabilities Products in managed care 3 rd tier Rep located 2 hours from territory New product launch will take mind away from this category To return to website, click your Browsers “BACK” Button

Identify Assets and Liabilities Teams of 4 to 6 YouPrimary Competitor Secondary Competitor Assets Potential Assets Liabilities Potential Liabilities To return to website, click your Browsers “BACK” Button