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Promotional Response

Promotional Response. What happens when we lose focus on the main competition? FACTS: During 2000 and 2001, we talked about Femara on 61% of our calls and tamoxifen on only 56% of calls Novartis talked about tamoxifen on 76% of calls

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Promotional Response

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  1. Promotional Response • What happens when we lose focus on the main competition? • FACTS: • During 2000 and 2001, we talked about Femara on 61% of our calls and tamoxifen on only 56% of calls • Novartis talked about tamoxifen on 76% of calls • Similar data, similar number of calls, and time with physicians • What happened during this time?

  2. This confidential sales chart has been withheld. It shows Arimidex market share from Oct 1998 to Dec 2001. A dramatic shift occurred in Jan 2000 after the “Sell against letrozole campaign” began for advanced breast cancer.

  3. History Cannot Repeat Itself • What did they do that we didn’t? • Kept the real competition, tamoxifen, in sight • We spent too much time talking about Femara and not enough time talking about the real competition • We are about to face the same challenge with the introduction of the BIG-FEMTA data • Essential we keep our focus and our nerve to ensure this does not happen again!

  4. Summary – Focus is Key! • We now have the data on ARIMIDEX to replace tamoxifen • Our primary focus must remain on tamoxifen unless challenged • Avoid comment on competitor data unless • Customer raises the issue • Our adjuvant business is threatened by non-evidence-based prescribing of a competitor • There is no better option for patients than adjuvant ARIMIDEX!!

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