1. XYZ Consumer Dashboard (Unbranded & Branded)
September ‘15 thru October ’15 Data Months

2. Context: How to read this dashboard...
Objectives of this campaign…
…Inform the metrics we use to assess the overall campaign
Drive Consumer awareness of XYZ through broad and targeted media placements, as well as 3rd party partnerships.
Encourage engagement with core promotional vehicles (XYZ.com, XYZ , XYZ Direct Mail, as well as 3rd party partnerships).
Utilization of brand services (XYZ Central patient services (Hub, co-pay cards, vouchers) and sample/ literature ordering).
Entresto adoption & continued adherence behavior among target Patients.
Early indicators: Measure quickly if we are doing the right things in the campaign overall (e.g., Correct mix of media spend).
Response based metrics: Measure if the campaign is generating the desired level of education and engagement to drive impact.
Outcome based metrics: Measure if we are ultimately achieving the sets of desired outcomes (objectives) we set out to achieve.

3. UNBRANDED
Topline Results
The initial cadence of DM & EM began dropping in early September, starting with an initial DM Welcome Kit drop on September 4th, and additional touches added in October.
The DM was followed by EM drops at Day 20, 41 and 62 and will continue running into late November/early December
A note for future reference:
A Voices of Inspiration (VOI) Advocacy recruitment to the Get On Track database began development in September for November deployment. Simultaneously, a KIP Prospecting to the same Get On Track database was already under development.
Due to delays in the VOI development, both the VOI and the KIP Prospecting are expected to deploy within a week of each other, just before the Christmas Holiday.
The rapid deployment of s to the same audience during the Holiday season is anticipated to result in a very low to minimal response performance. We will report on the results at a later date.

4. BRANDED
Topline Results
Branded DM and CIC outbound calling cadence, based on interim promotional messaging, launched successfully in early October -- aligned with an initial Patient drop on 10/5.
The Caregiver version that was supposed to drop at the same time as the Patient was delayed due to a last minute copy error catch -- it dropped on 10/23 rather than 10/5.
The Week 3 & 5 /CIC Outbound cadence for Patients are mostly on schedule, with only a minor 1 week delay for the Week 3 , while the Caregiver 3 & 6 week cadence is simply following the initial Caregiver timing.
Going forward, the interim promotional messaging for both Caregivers/Patients is being extended, and will continue to run thru March 2016, until full XYZ promotional messaging is available for launch

5. October Tactics – Executive Summary
UNBRANDED
October Tactics – Executive Summary
DM / EM
In October, media continued to drive requests for the Heart Failure Handbook via XYZ.com and the Unbranded XYZ print ad/1-800-ABC-XYZZ – resulting in 5,532 additional requestors/enrollees
5,180 DM Welcome Kits w/Handbooks were fulfilled in October. (14,764 cumulative thru 10/30)
cadence launched 20 day after initial DM
delivery was 11,648(not all EM1) in October with 4, 657 Opens and 306 click thrus
Page 6
Media
Overall Performance – The Digital unbranded campaign drove a total of 31,038 visits to XYZ.com- Digital media (excluding search) has driven 1,139 total leads at a $ CPL- Campaign CTR continues to be strong at 0.17% - well above the 0.08% benchmark
Site Performance-
Mayo Clinic continues to be a top performer, driving a high CTR of 0.27%, exceeding last month's CTR of 0.24%
WebMD continues to have the most efficient CPL at $ with the highest conversion rate of 4.05%
3 of the Top 5 performing placements, not surprisingly, are Heart Failure content
Notes
Incremental dollars being added in October drove increases in the amount of impressions and leads vs. previous months
People.com went live on 9/29 and was paused on 10/1. People.com has refunded Entresto the full amount of the campaign to date
Page 10, 14
In October, there were 74,564 visits and 66,836 unique visitors to XYZ.com.
There was a cumulative total of 182,775 unique visits since August
Average page views pre visit were 2.03 pages in October vs in September.
Average time per visit remained above the 3:00 minute goal with 3.76 minutes in October
vs minutes in September
XYZ.com
Page 10, 12

6. Tactics – Executive Summary
XYZ.com (cont.)
Top Page Views for XYZ.com remained constant:
Heart Failure Signs = 25, 613 in October vs 27, 797 in September
What Is Heart Failure =22, 291 in October vs 21,733 in September
Register page = 22, 2291 in October vs. 17,054 in September
Diet Activity = 10,655 in October vs. 10,440 in September
Heart Failure Medication = 6,404 in October vs. 6,202 in September
UNBRANDED
In October, 5,551 consumers called ABC-XYZZ to receive a Heart Failure Handbook
While gross inbound calls were lower this month, the total number of cumulative calls = 12,433 and enrollments are substantially higher
September gained 6,693 enrollments and October has 16,188 enrollments overall
Tactics – Executive Summary
XYZ.com
Page 10, 12
In September the CRM program gained 5,532 enrollments (from all sources) adding up to a cumulative enrollment of 16,188 through October.
106,218 Paid Media Impressions in October vs. (digital and search) vs. 101,475,934 in September; and total visits to Keep it Pumping.com in October were 74,564 vs. 64,215 in September.
EM rate of total opens was 4,657 in October vs. 2,098 in September
EM – # of Total Clicks (Click To Open Rate)*** was 306 in October vs. 293 in September
Tele In-Bound
Page 15
Outcomes
Page 15, 17

7. Dashboard UNBRANDED Early Indicators Responses Outcomes Metrics
n Monthly Performance: 10% below benchmark / baseline
n Monthly Performance: 20% below benchmark / baseline
n Monthly Performance: At/Above benchmark / baseline
Dashboard
Metrics
Performance
**Goal / Benchmark
Current Month (Oct ‘15)
Previous Month (Sep ‘15)
Cumulative
Data Source & Comments
Early Indicators
Paid Media Impressions (Display and Print)
TBD†
112,851,160
64,559,000
200,329,160
ABC
Total Visits (XYZ.com)
TBD††
74,564
64,215
200,067
DEF
Total Calls (1-800-ABC-XYZZ)
 5,551
7,803 
25,787
GHI
Responses
Paid Media Clicks (Digital and Search)
86,456
51,502
192,674
JKL
Total Source Enrollments
N/A
5,532
10,962
20,509
MNO
Outcomes
DM - DM Total Targets/Fulfillment (Delivery Rate)
95%
5,191 (100%)
9,536 (99%)
14,727 (99.7%)
PQR
EM – EM Total Fulfillment (Delivery Rate)***
90%
11,648 (11, %)
5,275
(5,119 – 97%)
16,923 (16, %)
EM - # of Total Opens (Rate)***
13%
4,657 (40.5%)
2,098 (40.9%)
6,751 (40.6%)
EM – # of Total Clicks (Click To Open Rate)***
16%
306 (6.5%)
293 (13.9%)
604 (8.9%)
** Benchmarks and Baselines are not definitive predictors of Campaign performance (i.e. Rx Lift, ROI, etc.)
*** Includes resends; Excludes Third Party s.
† Media monthly benchmarks being calculated for September going forward by Starcom
† † 3 month rolling average to be calculated once there is sufficient data

8. October Tactics – Executive Summary
BRANDED
October Tactics – Executive Summary
DM / EM
An Interim Branded CRM program utilizing light promotional messaging launched to 2,279 Patients/Caregivers with an EM Welcome on 10/5, followed by a DM Welcome Package to 3,080 Patients/Caregivers on 11/13.
We had previously noted that more registrants provide their USPS address than provide an address.
The DM delivery was 100%, but may come down slightly as nixies are processed
The EM realized a healthy 93.% delivery rate – above the 90% benchmark
The Click to Open Rate was 16.3% of the Opens – just above the benchmark of 16%
Page 10
ABC.com
In October, ABC.com received 5,393 visits & 4,190 unique visitors, vs 4,359 visits & 3,415 unique visitors in September, for a cumulative 14,197 visits
Page views per visit averaged 2.52 in October vs in September– still below the goal of 3.00 pages per visit
Average time spent per visit was 4.68 in October vs 4.06 minutes in September, much higher than the goal of 3.00 per visit
Top Page Views for ABC.com remained constant:
Financial Support Programs = 1,448 in October vs. 874 in September Registration Info page = 1,285 in October vs. 825 in September
Patient Support = 845 in October vs. 785 in September
Page 8, 17
Media
Branded Media will begin in March of 2016
The call center (LASH) received a total of 4,041 enrollment related calls (call volume) in October vs. 3,149 enrollment related calls in September, resulting in XXX enrollments via the phone.
Free Trial Offer & Co-Pay activity for October:
2,006 Free Trial Offer Cards were activated vs. 1,470 in September (+36% increase)
430 Co-Pay Cards were activated in October (a total of 883 since July)
Tele In-Bound
Page 8
Outcomes

9. Dashboard BRANDED Early Indicators Responses Outcomes Metrics
n Monthly Performance: 10% below benchmark / baseline
n Monthly Performance: 20% below benchmark / baseline
n Monthly Performance: At/Above benchmark / baseline
Dashboard
Metrics
Performance
**Goal / Benchmark
Current Month (Oct ‘15)
Previous Month (Sep ‘15)
Cumulative
Data Source & Comments
Early Indicators
Paid Media Impressions (Digital and Print)
TBD†
N/A
ABC
Total Visits (ABC.com)
TBD††
5,393
4,358
13,477
DEF
Total Calls (888-ABC-DEFG)
 4,041
3,149 
8,961
GHI
Responses
Paid Media Clicks (Digital and Search)
JKL
Free Trial – Enrollments / Registrations
2,006
1,470
4,552
MNO
In Office
1,495
1,142
3,379
800 #
342 
232 
800
3rd Party 19  7 31
Web
150 
 89
342
Outcomes
DM - DM Total Targets/Fulfillment (Delivery Rate)
95%
3,080 (100%)
97 (98%)
3,472 (99.9%)
PQR
EM – EM Total Fulfillment (Delivery Rate)***
90%
2, (1, %)
171
(118 – 87%)
2,671
(2,291 – 92.7%)
EM - # of Opens (Rate)***
13%
1,843 (92.9%)
173 (146.6%)
2,236 (97.6%)
EM – # of Clicks (Click To Open Rate)***
16%
302 (16.3%)
49 (28.3%)
433 (19.3%)
** Benchmarks and Baselines are not definitive predictors of Campaign performance (i.e. Rx Lift, ROI, etc.)
*** Excludes Third Party s and AOD s
† Media monthly benchmarks being calculated for September going forward by Starcom
† † 3 month rolling average to be calculated once there is sufficient data

10. Appendix

11. CRM High Level Flow - Drives Education Prior to Launch
UNBRANDED
CRM High Level Flow - Drives Education Prior to Launch
Leads generated from AHA Disease Awareness Campaign and In-Office Brochure
Cadence is contingent upon patient/caregiver response and will be rolling
ABC Database
Direct Mail

12. CRM Stream - Drives Education Prior to Launch
UNBRANDED
CRM Stream - Drives Education Prior to Launch
Leads generated from AHA Disease Awareness Campaign and In-Office Brochure
Cadence is contingent upon patient/caregiver response and will be rolling
SEGMENT
Welcome Touch 1
Triggered at Day 1/
Upon Registration
Touch 2
Deployed at Day 21
Week 3
Re-sent to those who did not open on Day 35
Week 5
Touch 3
Deployed at Day 42
Week 6
Re-sent to those who did not open on Day 56
Week 8
Touch 4
Deployed at Day 63
Week 9
Re-sent to those who did not open on Day 77
Week 11
Touch 5
Deployment Day TBD – Week 13?
Re-sent to those who did not open on TBD
PATIENTS & UNDIAGNOSED
CAREGIVERS
Direct Mail

13. CRM Stream for Patients and Caregivers
BRANDED
CRM Stream for Patients and Caregivers 13

14. XYZ.com Scorecard UNBRANDED SITE KPIs Oct ’15 Goal+ Early Indicators
Total Visits
74,564
N/A
Unique Visitors
66,836
Activities
Page Views per Visit
2.03
3.00
Average Time Per Visit
3:76
3:00
Outcomes
SRF Downloads
Video Views

15. Media Activity UNBRANDED Cumulative August ‘15 September ‘15
October ‘15
Impressions
Digital
23,455,160
Print
176,874,000
22,919,000
64,559,000
89,396,000
Clicks
39,671
Paid Search
153,003
54,716
51,502
46,785
Total
200,329,160
112,851,160
192,674
86,456

16. UNBRANDED
Web Traffic Report

17. DM/EM Activity Deliverability above benchmark of 90% across all waves
UNBRANDED
DM/EM Activity
Deliverability above benchmark of 90% across all waves

18. October Digital Campaign Report
UNBRANDED
October Digital Campaign Report
October Digital Display Campaign Overview
Partners
Total Impressions
Total Clicks
CTR
Total Registrations Page Lands
Total Leads (Thank you Page)
Total Activities
Conversion %
CPL
WebMD
11,976,012
16,163
0.13%
12,550
508
13,058
4.05%
$360.20
Everyday Health
8,775,982
16,900
0.19%
13,880
482
14,362
3.47%
$485.91
Mayo Clinic
2,300,778
6,229
0.27%
4,459
147
4,606
3.30%
$691.37
People.com
402,388
379
0.09%
149 2
151
1.34%
$0.00
Totals
23,455,160
39,671
0.17%
31,038
1,139
32,177
3.67%
$455.51
October Insights
Overall Performance - Digital unbranded campaign has drove a total of 31,038 visits to XYZ.com - Digital media (excluding search) has driven 1,139 total leads at a $ CPL- Campaign CTR continues to be strong at 0.17% - well above the 0.08% benchmark
Site Performance- Mayo Clinic continues to be a top performer, driving a high CTR of 0.27%, exceeding last month's CTR of 0.24%- WebMD continues to have the most efficient CPL at $ with the highest conversion rate of 4.05%- 3 of the Top 5 performing placements, not surprisingly, are Heart Failure content
Notes- Incremental dollars being added in October drove increases in the amount of impressions and leads vs. previous months.

19. Source Code Description Total Individuals Enrolled
UNBRANDED
Source Enrollments
Individuals Enrolled
Response Source Code
Source Code Description
Aug ‘15
Sep ‘15
Oct ‘15
XYZ1
Unbranded Live Agent Registration
1,668
3,965
10,237
XYZ2
Unbranded Web Registration- Default
2,034
2,170
6,808
XYZ3
Unbranded Web Reg 30 27
109
XYZ4
131 98
573
XYZ5 42 34
175
XYZ6
110
565
Total Individuals Enrolled
17,902

20. ABC.com Scorecard BRANDED SITE KPIs Oct ’15 Goal+ Early Indicators
Total Visits
5,393
N/A
Unique Visits
4,190
Activities
Page Views per Visit
2.52
3.00
Average Time Per Visit
4:68
3:00
Outcomes
PI Downloads
114
Print Voucher
209

21. BRANDED
Web Traffic Report

22. DM/EM Activity Deliverability above benchmark of 90% across all waves
BRANDED
DM/EM Activity
Deliverability above benchmark of 90% across all waves

23. Leah Brady