1. Robert J. Matheis, PhD, MA Executive Director, Global Scientific Communications Celgene Corp. Integrating Communication/Publication Strategy as Part of HEOR Strategic Plan Past President, International Society for Medical Publication Professionals (ISMPP)

2. Disclosure The views and opinions expressed in this presentation are my own and do not necessarily reflect those of Celgene Corporation.

3. Agenda Why is integration critical? What are best practices? What can I begin doing today?

4. In the beginning... Providers were healthcare decision makers Provider decisions primarily determined access to medicine We aimed to inform physicians on research, education, and communication Why is integration Important?

6. Healthcare (globally) costs are unsustainably high. We don’t have the resources to manage costs and needs. There are many stakeholders in today’s healthcare environment. There is no room for error.

7. Why is integration Important? Scientific and Medical Evidence Support Optimal Treatment Decisions and Product Access It’s all about communication.

8. Why is integration Important? Are You A Communicator? Research & Data Generation Scientific Publications Planning Medical Writing There are many capabilities that contribute to medical communication and education. We all have a role in orchestrating the delivery of value proposition.

9. What are best practices? How do we communicate? Point 1: Tell the entire value proposition story.

10. What are best practices? Efficacy vs. Effectiveness Point 2: Inform your reviewer what part of the story you are telling. Laboratory Real World Communication is critical. Don’t keep the journal in the dark.

11. Clinical Plan HEOR/Market Access Plan Point 3: Value proposition is not additive it is integrative. What are best practices?

12. Its not a book. It’s a chapter of a larger story. What are best practices? Point 4: Its never just one research study or publication.

13. There are many tools available. What are best practices? Point 5: Know your location in the evidence continuum. Select the right tools for the right need.

14. Collaborate. The “Book Ends.” What are best practices? Point 6: Capabilities must work together. Identify gap Generate Data Write Publish

15. In a 2014 survey of large pharmaceutical companies….. What are best practices? We can do better. Only half engaged multiple stakeholders at the time a HEOR study was being conceptualized.

16. Five items to take with you. What can I do Today? 1. Start with the end in mind. Ask BIG questions. 2. Communicate with EVERYONE. Make your intentions clear. 3. Develop science and EDUCATION not projects. 4. Remember the “book ends”. Research and publish to fill GAPS. 5. Don’t forget the PATIENT. They are payers too!

17. Thank you. What questions do you have for me? Robert J. Matheis, PhD, MA Executive Director, Global Scientific Communications Celgene Corp. Past President, International Society for Medical Publication Professionals (ISMPP)