1 Steve’s Mountain Campaign Kick-off Event

2 Steve’s Mountain Patient/Media Event Overview What: Kick off the Steve’s Mountain campaign with a climbing clinic & diabetes education event in a key media market Where: StoneSummit Climbing & Fitness Center (Atlanta, GA) – the country’s largest climbing gymStoneSummit Climbing & Fitness Center Who: Steve Richert & Diabetes Educator to “host” attendees (i.e., media, patient/HCP community & Roche employees) When: July 25, 11:00am – 1:00pm Why: Provides opportunity to Drive local media coverage Distribute education materials to the patient community Engage DE/HCPs, as appropriate

3 Steve’s Mountain Patient/Media Event Run of Show 10:00– 10:45am: Room Set up & possible 1:1 interviews before event 11:05–11:15am: Steve to provide opening remarks, to include: (Gym Conf. Room) Overview of story & his Project 365 challenge How he fits diabetes into his life on the mountains More on his vision/Living Vertical; will play his Living Vertical trailer Call-to-action driving attendees to campaign website and to the on-site booth to speak live with a DE about managing the disease 11:15am –12:00pm: Climbing Clinic with attendees (Climbing Wall) Steve to host group climbing lesson using the gym facilities Steve to lead Big Blue Test before/after; will encourage people to participate and tweet their scores Instructors from StoneSummit will be on stand by to assist with clinic 12:00– 1:00pm: Booth set up & media interviews (Around Climbing Wall) DE & Roche representative to sit at booth to answer patient/media qs and provide takeaway materials (to be provided by Roche) Media Interviews with Steve

4 Why StoneSummit? The nation’s largest climbing gym Well established and centrally located within the Atlanta community and among media State-of-the art facilities to accommodate a broad range of skill levels & age groups (adults & kids) Strong social media presence & will promote activity/events Facebook: 5,351 LikesFacebook Twitter: 395 FollowersTwitter

5 Event Next Steps For Discussion Week of 7/2 Roche to determine signage/materials for event & share with RF RF to continue to work with StoneSummit on event specifics RF to work with Steve to edit documentary video footage for purpose of event/media RF to begin outreach to local media to drive interest and on-site attendance Roche to begin outreach to local Atlanta/Birmingham/Columbus community & Roche employees to drive attendance; will provide attendee lists to RF (maximum of 50) Roche to determine DE to participate in event: To be available for media interviews & to sit at event booth to provide diabetes guidance/answer qs for patients RF to develop script for Steve’s remarks based on approved messaging Week of 7/9 RF to media train Steve based on approved messages and walk through event script Week of 7/16 RF to ship signage/print-outs for booth RF/Roche to host coordinate “prep” call with DE to discuss specifics RF to provide StoneSummit with estimate # of attendees at event