1. Confidential Information Notice: This document and the information it contains are the exclusive property of Healthcare Regional Marketing LLC (HRM) and are proprietary and confidential. Any disclosure of such information, in whole or in part, without the express prior written consent of HRM, is strictly prohibited without written consent of HRM. Any person or entity reading this document is, by such reading, acknowledging that such person or entity is bound by this non-disclosure provision. Any unauthorized reproduction or transmission of this document is prohibited. All rights reserved. Takeda Gout Franchise Wingman Dynamic Deployment March 2015

2. Why the Need for Wingman Dynamic Deployment? The field is taxed with the launch of a new drug Optimal details will be impacted and there is the opportunity for the Brand team to partner with Sales in order to help maintain optimal touch points with key HCPs Create additional opportunities for Reps to engage HCP customers Extend the Rep relationship during this hectic time Create integrated approach in partnership with Brand team Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document. 2

3. Regional Gout Multi-Channel Program 3 Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document. Gout Wingman Dynamic Deployment Multi-Channel Marketing

4. The Solution: Wingman Dynamic Deployment Campaign Supports detailing efforts by creating thousands of additional touch points for HCPs with sub-optimal calls Benefits to Representatives Automatically identifies HCPs in need of additional touch points and automatically sends them communications Supplements Rep efforts and extends the Rep relationship with HCP as communications are sent on behalf of the primary Rep – complete with their signatures Wingman – It’s Got Your Back! The Problem: Today’s environment of reductions in the number of Reps, compounded by Reps carrying multiple products in their bags, creates a challenge in attaining detail frequency goals HCP access presents an additional challenge for Reps achieving detail frequency goals 4 Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document.

5. The Solution: Wingman Dynamic Deployment System Based on Frequency 12 6 0 6 0 = Field Force Detail = MCM Current Touch Points New Touch Points Frequency + Multi-Channel = additional lift MCM dynamic deployment system designed to supplement field frequency and optimize marketing budgets Applied intelligent business rules to pinpoint critical targets and adjust based on Field Force activity Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document. 5

6. Wingman Dynamic Deployment Process Step 2 Create targeting business rules for deployment Step 5 Begin mailing the letters to targets identified on target list Step 3 Identify the Wingman DD target list Step 4 Kickoff program with the field force Step 6 HRM to pull data monthly in order to continue to update and evolve the target lists for deployment and field force communications Step 1 Create six clinical Gout focused direct mail letters (3 ULORIC; 3 COLCRYS) based on previously approved brand materials 6 Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document.

7. Wingman Dynamic Deployment Letters 7 Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document. Objectives Audience: –ULORIC ® audience – Neph, PCP/IM, Rheum, NP/PA –COLCRYS ® audience – PCP/IM, NP/PA, POD, Rheum, Neph Both Brands recently dropped thousands of HCPs from their target lists Target both ULORIC ® and COLCRYS ® HCPs Deciles 5-10 –Called on (Contrave Targets) + Non-called on (recently dropped) –Include Rep name and signature on letters Establish a unique set of business rules that will identify HCPs that are sub-optimally detailed and send them Brand letters –List/targets can be adjusted throughout the program This allows the Brand to extend reach and frequency towards Deciles that have ‘distracted’ Reps and/or Reps that no longer service the footprint –Brand will measure TRx for this group in order to track ROI

8. Wingman Dynamic Deployment: Business Rules and Deciling 8 Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document. Business Rules –Filtered for targets only –Removed all on AMA no contact list –Removed all on Takeda no contact list –Treated Uloric and Colcrys separately for 2 letter max, some docs will recieve 4 letters Deciles 5-6 have 4+ differential Deciles 7-8 have 2-3 and 3+ differential Deciles 9-10 have 1-2+ differential Number of Letters to be deployed: –Colcrys letters per month = ~7,188 –Uloric letters per month = ~21,084 –Total letters targeting HCPs per month = ~28,000

9. Wingman Dynamic Deployment: Printing & Deployment Vendor Role 9 Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document. Vendor to print and distribute monthly mailings, targeting ~28,000 HCPs dependent upon monthly target list HRM will work with Gout Brand team to pull data each month, adjust business rules as necessary and create target list Mailings include the following: –Branded Letter –Brand’s PI –Envelope

10. Wingman Communication Plan to Ensure Field is Informed and Integrated Opportunity –Educate Field Force Partners on Wingman Campaign in order to allow them to build on those additional communications and pull through additional engagement opportunities –Create an innovative communication platform to highlight the program and educate and gain buy-in from all Field Force stakeholders Campaign –Develop Rep Awareness pull-through campaign to include: Coordinating with brand team and outside vendor that manages i-engage and i-market to ensure HCPs are flagged as targeted Create communications that include program details and updates are included periodically in the weekly sales newsletter (six communications in total) 10 Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document.

11. Performance Metrics: Wingman Dynamic Deployment 11 Confidential Information Notice: Use or disclosure of information contained on this page is strictly prohibited and is subject to the restrictions on the title page of this document. Wingman Dynamic Deployment Campaign: 4.5-5X ROI Quantitative Methodology –Market-Level (ROI) Assign markets as control groups Measure pre- and post- performance in targeted markets vs. control markets Qualitative Survey Results: –Representatives have shared positive reaction from HCPs as well as an increase in HCP engagement opportunities