1. CNS Activities 2009

2. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Sumar Activitati 2009

3. 2009

4. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 KOLs & KAs activities  Advisory Board  Speakers in CME events  External congresses  Updating guidelines & leveraging messages

5. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Neuro-Psychiatry advisory board Description Continue the neuro-psychiatry AB meetings in 2009 Type of Activity Meetings & Events Target Groups National neurology & psychiatry KOLs Geography National Objectives (Quantitative and Qualitative) Extend support for Exelon Patch Create the scientific presentations for educational activities Create guidelines for GPs Adjusting and agreeing the main promotional activities and their involvement Timing February & September 2009 Investment Gains & Returns Benefits Key Programs

6. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Meetings and Symposia for specialists Neurologists  Faculty Meetings  Round tables & Symposia Psychiatrists  Round tables & Symposia  Stand-Alone Symposium

7. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Neurologists: Novartis Faculty Meetings Description 2 days regional meetings for specialists highly interested in AD: - Scientific, interactive, clinical practice based content - Clinical cases as well as clinical guidelines Type of Activity Meetings & Events Target Groups Neurologists highly interested in AD Geography 3 meetings for SE, N, SW and central areas Objectives (Quantitative and Qualitative) Increase level of expertise in AD. Transmit promotional messages in a manner highly significant from a clinical practice point of view; use the support of OLs & KAs as speakers and contributors; facilitate open discussions and experience exchange Timing 15 February to 30 October Investment Gains & Returns Benefits Key Programs

8. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Neurologists: AD round tables and local symposia Description Local meetings for 10-30 neurologists: - Scientific & clinical practice based content - Communicating latest data on Novartis medicines and guidelines recommendations Type of Activity Meetings & Events Target Groups General neurologists Geography 20 meetings in main cities - tbd Objectives (Quantitative and Qualitative) Leverage latest advancements in AD and Novartis contributions; use the support of OLs & KAs as speakers and contributors; facilitate open discussions and experience exchange Timing 1 February to 30 November 2009 Investment Gains & Returns Benefits Key Programs

9. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Psychiatrists: AD round tables and local symposia Description Local meetings for 10-30 psychiatrists: - Scientific & clinical practice based content - Communicating latest data on Novartis medicines and guidelines recommendations Type of Activity Meetings & Events Target Groups psychiatrists Geography 20 meetings in main cities - tbd Objectives (Quantitative and Qualitative) Leverage latest advancements in AD and Novartis contributions; use the support of OLs & KAs as speakers and contributors; facilitate open discussions and experience exchange Timing 1 February to 30 November 2009 Investment Gains & Returns Benefits Key Programs

10. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Psychiatrists: Stand alone symposium Description National symposium with 100-150 psychiatrists: - Scientific & clinical practice based content - Communicating latest data on Novartis medicines and guidelines recommendations - External speaker Type of Activity Meetings & Events Target Groups psychiatrists Geography National Objectives (Quantitative and Qualitative) Leverage latest advancements in AD and Novartis contributions; use the support of OLs & KAs as speakers and contributors; facilitate open discussions and experience exchange Timing March 2009 Investment Gains & Returns Benefits Key Programs

11. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Internal Congresses  National Congress of Neurology  National Congress of Psychiatry  Regional Conferences of Psychiatry

12. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 National Congress of Neurology Description Novartis participation at NCN congress: - Booth and interactive booth activities - Sponsored doctors Type of Activity Internal Congresses Target Groups Neurologists Geography National Objectives (Quantitative and Qualitative) Leverage latest advancements in AD and new scientific data on Novartis medicines. Re-iterate Novartis involvement in neurology. Covering specialists not covered by the other Meetings & Events activities Timing May 2009 Investment Gains & Returns Benefits Key Programs

13. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 National Congress of Psychiatry Description Novartis participation at NCN congress: - Satellite symposium with foreign speaker - Booth and interactive booth activities - Sponsored doctors Type of Activity Internal Congresses Target Groups psychiatrists Geography National Objectives (Quantitative and Qualitative) Leverage latest advancements in AD and new scientific data on Novartis medicines. Re-iterate Novartis involvement in neurology. Covering specialists not covered by the other Meetings & Events activities Timing Oct 2009 Investment Gains & Returns Benefits Key Programs

14. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Regional Conferences of Psychiatry Description Novartis participation: - Symposium – in selected cases - Booth and booth activities - Sponsored doctors Type of Activity Internal Congresses Target Groups psychiatrists Geography National Objectives (Quantitative and Qualitative) Re-iterate Novartis involvement in psychiatry. Covering specialists not covered by the other events Timing April - Nov 2009 Investment Gains & Returns Benefits Key Programs

15. Patients targeted activities

16. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Educational activities for patients and caregivers Description Brochure for caregivers/ patients with AD Caregiver/ patient guideline Type of Activity PR/ Media Target Groups Patients and caregivers Geography National Objectives (Quantitative and Qualitative) Raise patient/ caregivers involvement into treatment management; seek GP/specialist advice when significant changes occur in their disease evolution Timing 2009 Investment Gains & Returns Benefits Key Programs

17. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Professional Organizations activities Description Partnership with Alzheimer Society in increasing AD awareness and earlier diagnosis Type of Activity PR/ Media Target Groups Alzheimer Society  Patients and caregivers Geography National Objectives (Quantitative and Qualitative) Increase the rate of diagnosis and ensure earlier therapy Timing 2009 Investment Gains & Returns Benefits Key Programs

18. 2009

19. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 KOLs & KAs activities  Advisory Board  Speakers in CME events  External congresses  Updating guidelines & leveraging messages

20. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Neurology advisory board Description Continue the neurology AB meetings in 2009 Type of Activity Meetings & Events Target Groups National neurology KOLs Geography National Objectives (Quantitative and Qualitative) Extend support for earlier Stalevo introduction Include latest data regarding earlier Stalevo introduction in next guidelines Create guidelines for GPs Create the scientific presentations for meetings and events Adjusting and agreeing the main promotional activities and KOLs involvement Timing February & September 2009 Investment Gains & Returns Benefits Key Programs

21. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Meetings and Symposia for Neurologists  Faculty Meetings  Symposia & Round tables

22. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Novartis Faculty Meetings Description 2 days regional meetings for specialists highly interested in PD: - Scientific, interactive, clinical practice based content - Clinical cases as well as clinical guidelines Type of Activity Meetings & Events Target Groups Neurologists highly interested in PD Geography 3 meetings for SE, N & SW areas Objectives (Quantitative and Qualitative) Transmit promotional messages in a manner highly significant from a clinical practice point of view; discuss latest advancements in PD and Novartis contributions; use the support of OLs & KAs as speakers and contributors; facilitate open discussions and experience exchange Timing 15 February to 15 June 2009 Investment Gains & Returns Benefits

23. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 PD round tables and local symposia Description Local meetings for 10-30 neurologists: - Scientific & clinical practice based content - Communicating latest data on Novartis medicines and guidelines recommendations Type of Activity Meetings & Events Target Groups General neurologists Geography 15 meetings in main cities - tbd Objectives (Quantitative and Qualitative) Leverage latest advancements in PD and Novartis contributions; use the support of OLs & KAs as speakers and contributors; facilitate open discussions and experience exchange Timing 1 February to 30 November 2009 Investment Gains & Returns Benefits Key Programs

24. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Internal Neurology Congresses  National Congress of Neurology  National Stroke Conference

25. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 National Congress of Neurology Description Novartis participation at NCN congress: - Symposia (with invited external speaker) - Booth and booth activities - Sponsored doctors Type of Activity Internal Congresses Target Groups Neurologists Geography National Objectives (Quantitative and Qualitative) Leverage latest advancements in PD and new scientific data on Novartis medicines & guidelines recommendations. Re-iterate Novartis involvement in neurology. Covering specialists not covered by the other Meetings & Events activities Timing May 2009 Investment Gains & Returns Benefits Key Programs

26. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 National Stroke Conference Description Novartis participation: - Booth and booth activities - Sponsored doctors Type of Activity Internal Congresses Target Groups Neurologists Geography National Objectives (Quantitative and Qualitative) Re-iterate Novartis involvement in neurology. Covering specialists not covered by the other events Timing Oct 2009 Investment Gains & Returns Benefits Key Programs

27. Patients targeted activities

28. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Educational activities for patients and caregivers Description Web-site www.boalaparkinson.ro Brochure for patients with PD Patient guideline: when to seek specialists support Type of Activity PR/ Media Target Groups Patients and caregivers Geography National Objectives (Quantitative and Qualitative) Raise patient/ caregivers involvement into treatment management to seek GP/specialist advice when significant changes occur in their disease evol. Timing 2009 Investment Gains & Returns Benefits Key Programs

29. 2009

30. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Meetings and Symposia  Faculty Meetings  Stand-Alone Symposium for neuropediatricians  Round tables

31. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 National symposium for pediatric neurologists Description National meeting for 70-90 : - Scientific & clinical practice based content - Communicating latest data on Novartis medicines and guidelines recommendations Type of Activity Meetings & Events Target Groups Pediatric neurologists Geography National Objectives (Quantitative and Qualitative) Leverage latest advancements in epilepsy; use the support of OLs & KAs as speakers and contributors; facilitate open discussions and experience exchange  reinforce advocacy and stimulate interest in prescribing Timing April-May 2009 Investment Gains & Returns Benefits Key Programs

32. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 Internal Neurology Congresses  National Congress of Neurology

33. Exelon 2009 Brand Plan | Mircea Moraru | July 2008 National Congress of Neurology Description Novartis participation at NCN congress: - Booth and booth activities - Sponsored doctors Type of Activity Internal Congresses Target Groups Neurologists Geography National Objectives (Quantitative and Qualitative) Leverage latest advancements in epilepsy and new scientific data on Novartis medicines & guidelines recommendations. Re-iterate Novartis involvement in neurology. Covering specialists not covered by the other Meetings & Events activities Timing May 2009 Investment Gains & Returns Benefits Increase in physician trust in Trileptal; better differentiation vs. competitors Key Programs