Medicine Differentiation Analytics Process Presentation to…. Date….

© Medicines Differentiation Analytics LLC 2011 – all rights reserved - PATENT PENDING 2 Funding Reduced Vast Scientific Data Growing Increasing Power of Customer Base Need for more effective, yet simple, Differentiation Analysis Greater Return On Investment Decisions Challenges Facing the Pharmaceutical Industry Increasing Gov’t Regulations

© Medicines Differentiation Analytics LLC 2011 – all rights reserved - PATENT PENDING Background The Problem: while budget constraints continue to worsen, poor investment decisions are made today to advance compounds forward through development phases resulting in failed trials or commercial failures. Root causes are: –Lack of rigorous Commercial assessment - Compounds are not rigorously evaluated against the unmet needs of the markets. Often the unmet needs of the market or how our asset will be differentiated compared to competing compounds are not even discussed. –Little focus on End in Mind – Critical Label Claims - The label is a basis of approval, reimbursement, and commercial claims – yet often it is not planned for until late in Phase III. Trials drive the label, rather then the other way around. –Competitive data comparisons are manually intensive & time consuming. Historical data and prior decisions are forgotten as team members and governance boards change. Data residing on power point charts are lost. The Solution: create an environment of innovation that captures the vast amount of scientific & commercial data available efficiently & effectively with processes that: –Begin with the End in Mind – establish differentiated label claims to meet unmet needs and then design trials to achieve them –Evaluate compounds based on their Commercial Differentiation Score –Use standard & automated decision making tools & processes at every development phase –Measure the strength of the alignment between customer needs, asset differentiation and label claims –Evaluate investments not only on technical probability, but the likelihood the medicine will be taken, prescribed, approved and paid for over other alternatives –Compare how Real the medicine is, our capability to Win in the market and it’s Worth – to all other medicines in our portfolio

© Medicines Differentiation Analytics LLC 2011 – all rights reserved - PATENT PENDING Intent of Medicine Differentiation Analytics Process The Medicine Differentiation Analytics (MDA) process is a set of linked activities that effectively & efficiently ensure how likely a medicine will obtain strongly differentiated label claims which directly address critical unmet needs in the market. The MDA process: –Reflects True Differentiation - describing how this medicine is uniquely differentiated in the market so that it will be Taken, Prescribed, Approved and Paid For over other alternatives –Is Customer-Driven – demonstrating how strongly this medicine address real unmet needs in the market from patients, prescribers, approvers, caregivers and/or payers –Monetizes Value – providing the likelihood this medicine will return the highest ROI over other alternatives in the portfolio The Resulting Outcomes: Greater ROI of portfolio decisions, including Differentiation Scores Streamlined process for teams to follow with standard parameters and competitive data by disease area

© Medicines Differentiation Analytics LLC 2011 – all rights reserved - PATENT PENDING 5 MDA Overall Process Unmet Needs: Patients Prescribers Payers Approvers Standard Parameters: Efficacy Safety Tolerability Convenience Cost Begin with the End in Mind : Differentiated Label Sections, Competitors Claims, Ideal & Fallback Claims Probability this Asset will be : Taken, Prescribed, Approved and Paid For over all other alternatives. Investment Decisions that result in: Significantly Improved ROI Customer Value Statements (CVS) Healthcare Differentiation Instrument (HDI) Differentiated Label Strategy Access/Reimbursement Strategy Real/Win/Worth Analysis (RWW) Predicting Behavior: Based on prior actions

© Medicines Differentiation Analytics LLC 2011 – all rights reserved - PATENT PENDING ‘Turbo Tax™’ for Medicine Development! MEDiff – Brings the MDA Process to Life Insight Across Portfolio Customer Needs Importance Scores compared to Differentiation Scores Differentiation Score by Parameter and Overall RWW Score Comparisons Rigor Scores Comparisons Central Database Central Database Provides Standard Parameters& Unmet Needs by Disease Area Highlight Changes Over Time Central database of competitor data used for asset analysis Global Access for Teams Structured Process Linkages (Customer Needs to Parameters to Label Claims) Consistent set of steps performed for each asset Standard set of Executive Reporting Analyses Business Intelligence Knowledge Creation : e.g. Differentiation Score, Probability of achieving Label Claims, averages by Disease Area Pre-populate Information: CVS, HDI, RWW, etc. Data Quality: Internal edit checks, diagnostic reports, Disease Area comparisons.

© Medicines Differentiation Analytics LLC 2011 – all rights reserved - PATENT PENDING Summary 7 Methodology designed specifically to optimize Healthcare research investments Aligns asset strengths to Unmet Customer Needs (Market) Differentiates Asset in market Software facilitates application of methodology Next Step: Software demo

© Medicines Differentiation Analytics LLC 2011 – all rights reserved - PATENT PENDING Whats missing? Whats next? 8