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Ilaris (ACZ885, canakinumab )

Ilaris (ACZ885, canakinumab ). 2013 PR & Communications Plan 20 September 2012. This document represents proposals for discussion by Management.

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Ilaris (ACZ885, canakinumab )

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  1. Ilaris (ACZ885, canakinumab) 2013 PR & Communications Plan 20 September 2012 This document represents proposals for discussion by Management. Strategies / Concepts / Projects described herein may need significant modifications before implementation, and no project should be considered final until it has been fully approved by the appropriate Novartis review process. Novartis will only implement programs that are fully consistent with all applicable laws and regulations as well as Novartis companies’ policies. The sales estimates described in this document are based on the impact of Marketing Activities.

  2. Who is with you here today Rote Frazao Marques Global Head, Franchise Communications IHC Sarah Cornhill Account strategic lead Director, B-M (NY) Deborah Burrage Day-to-day client lead Manager, B-M (London) Helene Ellison Senior strategistGlobal Chair, B-M (NY) | 2013 PR & Communications Plan

  3. Today’s agenda • 2013 PR strategy built on five Ilaris PR strategic imperatives • Our strategic and creative vision to drive the Ilaris value story • Our vision for the future • Critical steps to take in 2013 • Ilaris programming • Orchestration for success | 2013 PR & Communications Plan

  4. Ilaris to 2014 and beyond: ensuring success through multiple launches (SJIA+GA) ENSURE SUCCESSFUL LAUNCHES & UPTAKE; (AI) UNDERSTAND MARKET (SJIA+GA) ENSURE CONTINUED GROWTH; (AI) ENSURE SUCCESSFUL LAUNCHES & UPTAKE QUESTIONS ADDRESSED 2012 2013 2014 | 2013 PR & Communications Plan

  5. Our charge… Highlight Ilaris value proposition, emphasizing unmet need and establishing Novartis leadership in drug discovery for an innovative, targeted approach to treating inflammatory conditions | 2013 PR & Communications Plan

  6. Your strategic imperatives adapted for PR SI1 SI2 SI3 SI4 SI5 Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on science Expand scientific and community understanding of Ilaris efficacy and safety Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external) Ensure market preparedness for upcoming launches SI1 | 2013 PR & Communications Plan

  7. OUR INSIGHTS | 2013 PR & Communications Plan

  8. The Ilaris 2012 media focus has been data-driven and positive Tone of ACZ885 Mentions (ACR 2011, PReS2011 and EULAR 2012) Coverage Breakdown (ACR 2011, PReS2011and EULAR 2012) Type of Publications (ACR 2011, PReS 2011 and EULAR 2012) • Press Release • Original News Articles • Pickup of Original News of Articles • Newswire • Medical Trade • Dailies/Consumer • Business Trade • Web Publications • Positive ACZ885 • Neutral ACZ885 • Positive AC885Mentions 18 18 119 37 26 425 110 6 4 26 126 Ilaris media coverage focused on SJIAand TRAPS data announcements highlighted at EULAR, PReS and ACR over the past year | 2013 PR & Communications Plan

  9. However, Ilaris safety questions around gouty arthritis attracted media attention in 2011 Type of Coverage 12 14 • Newswire • Medical Trade • Dailies/Consumer • Business Trade • Blogs • Web Publications 6 23 8 Range of articles, majority US, covered the FDA Ad Comm 55% of original articles discussed efficacy of ACZ885 in a positive light 80% of original articles discussed safety of ACZ885 in a negative light | 2013 PR & Communications Plan

  10. The media profiles of Ilaris indications/investigative indications are variable Despite advocacy group and pharma efforts, media coverage of individual rare diseases remains low Source, Factiva search 12 months up to 18 Sept 2012 | 2013 PR & Communications Plan

  11. In our focus area for 2012, Novartis drove coverage CAPS Gout and gouty arthritis Need to raise profile in GA SJIA | 2013 PR & Communications Plan Source, Factiva search 12 months up to 18 Sept 2012

  12. Digital/social media driven by patient advocacy groups and pharma companies • Caregivers are more active on social media than patients • Rareconnect.org, CAPs Family Network • Physicians use for self education and interaction is limited “Society could do more to help in early diagnosis/ recognition for those patients who live far away from specialist centers” KOL “Patients and parents are always looking for information… education for patients is very important” – Italian KOL | 2013 PR & Communications Plan

  13. Key takeaways: issues and opportunities Novartis must drive the value proposition and unmet needs in rare diseases to support launches & investigational development Issues Opportunities Potential first-in-class EU launch for GA patients in great need, currently without treatment options Media interest in gout already high ACZ885 will be the first IL-1 beta medication in SJIA, providing hope for unresponsive patients/potential improved safety Stage set by positive data coverage Social media use by patients and HCPs currently limited, offering opportunities to own the space PII AI data at 2013 congresses CAPS label extensions/new approvals • Varied engagement and experience in Ilaris due to local access issues • History of negative safety reporting (FDA Ad comm/misunderstanding of research strategy) • Patient population dictated by regulatory & reimbursement • Audiences unsure of target population • Rare diseases often of lower priority for media coverage • SJIA/GA data gap in 2013 | 2013 PR & Communications Plan

  14. Our Strategic Vision Maximize success of launches in 2013 and beyond by communicating a simple story: No matter how rare, Ilarisgoes wherever the science and need leads | 2013 PR & Communications Plan

  15. Key 2013 PR objectives • Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition • Characterise GA indication patient group in the minds of payers and rheumatologists, emphasizing low numbers with exceptional pain-relief needs • Raise awareness that children with SJIA urgently need new treatment options despite approved biologic • Ensure preparedness to drive future disease awareness in PII indications • Ensureunderstandingof IL-1B askeydriverofinflammatoryconditions, linkedto • Novartis laser-focus on science • Characterize and communicate the role of IL-1B in target indications through data and regulatory announcements • Harness Novartis in-house science and research story to communicate company’s ethical approach to medicine, exemplifying Ilaris • Expand scientific and community understanding of Ilaris efficacy and safety • Educate on Ilaris gold standard approach, with unique patient benefits (B-confident registry, several years of real-life patient experience, breadth of clinical investigators with product experience) • Package material in ways that can be easily used by CPOs for their own local needs | 2013 PR & Communications Plan

  16. Key 2013 PR objectives • Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external) • Support and motivate CPOs and investigators to continue Ilaris story locally (internal and external) • Where appropriate, begin to identify and up-skill thought leaders in PII indications (incl. periodic fever syndromes) • Ensure market preparedness for upcoming launches • Identify, prepare and roll-out communications surrounding GA and SJIA approvals (incl. scenarios, etc.) • Work with CPOs to ensure timely, on-target materials and support that meet local needs | 2013 PR & Communications Plan

  17. Target audiences Key audiences for 2013: Media (top tier, key rheumatology trade) Internal audiences (CPOs) Rheumatologists Patients/Caregivers/Advocacy groups Payers Financial community | 2013 PR & Communications Plan

  18. Key messages confirm leadership position Update complementary messages for Ilaris individual disease areas Underlying disease burden Critical need for new treatment options, as many patients continue to suffer Novartis: Focused on patient and science to deliver better drugs where unmet needs are greatest Ilaris: Targeting IL-1 beta, a key driver of several inflammatory conditions | 2013 PR & Communications Plan

  19. Ilaris Programming | 2013 PR & Communications Plan

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