Welcome

2. Welcome

3. Two days together Day 1 Day 2 <date> <date> <time> <time>

4. Day 1 Reflections 11:00 – 13:00 Situation Heritage. Pride. Passion An idea 1, 2, 3 Lunch 13:00 – 14:00 Advert Coffee 15:00 – 15:15 Review TIME Magazine Refine Close 18:00

5. Reflections

6. Professor Kjell Oberg Prof. AnnamariaColao RalitzaBashliiska Dr Enrique Grande

7. Where we have come from Where we can go The first The original The market leader

8. Situation

10. Sandostatin

11. Autogel and Ipsen

12. But

13. We are defending our market share France 35.9% Italy 63.5% Germany 67.5% Spain 46.8% UK 61.5% Austria 90.7% Belgium 59.9% Czech Rep. 51.6% Denmark 64.4% Finland 64.3% Greece 65.4% Hungary70.9% Netherlands 66.9% Norway 68.8% Poland 94.0% Sweden 59.8% Switzerland 74.7%

14. And

15. 5% The market is growing in treated patients We are launching an improved mode of administration Sandostatin LAR is the only brand with the data and indication for tumour control PROMID

16. Vision

17. Grow the asymptomatic market and gain marketshare for Sandostatin LAR Grow sales by approximately 2%. This meansa volume increase of around 4% Stop the decline and recapture patient share in acromegaly and symptomatic NET

18. Heritage. Pride. Passion

19. We have spoken with key people connected with Sandostatin LAR Clinicians Patient Novartis They wanted to tell their story of Sandostatin LAR They wanted to give you a message

20. As you watch the interviews Write down any key words that you hear and how the interviews make you feel At the end of the interviews: we want to hear what you captured to know how it made you feel

21. What were your key words?

22. 1,2,3

23. Think of Sandostatin If Sandostatin was a person How would you describeSandostatin? What words would youuse? What kind of a personis Sandostatin?Use the templatesprovided 5 mins

24. This could be a patient story A customer call A sales conference Anything Anything that they feel proud of

25. Have a go yourself Think of your Sandostatin LAR moments Then write them down on the Template provided We want to hear them You have 10 minutes

26. Now think about Sandostatin the person againHow do you want this person to be in 2 years’ time? How would you like to describe this person?What kind of personality would you like them to have? Use the templates provided 5 mins

27. Your aspirational Sandostatin personality is important We will come back to it later

28. LUNCH

29. Welcome Back

30. ADVERT

31. Advert is an interactive session encouraging creative thinking Emotional selling of Sandostatin LAR Making a TV advert or billboard ad On the benefits of Sandostatin LAR

32. But what makes for a good advert?

33. Simplicity Attention grabbing Give off a feeling Being true to the brand Show not tell Prove it Reinforce benefit Call for action

34. Print

41. TV

42. Patient Problem Solution

43. Make your own advert for Sandostatin LAR Emotional selling of the benefits of Sandostatin LAR Not data heavy Use the prop box to help you make a storyboard or a billboard Make a print ad or film a TV ad If you want to be filmed, you can use the camera crew or your iPhone or iPad The adverts will be reviewed after coffee For now, you have 45 mins

44. COFFEE

45. REVIEW

46. Think of the principles of good advertising Vote on your top two favourite ads

47. TIME MAGAZINE

48. Focus on Sandostatin Focus on Autogel

49. Sandostatin An interview with a reporter from TIME Magazine They want to tell their readersabout Sandostatin LAR and the difference it makes for patients, what healthcare professionals think about itand what it means to you towork with it – Patient, Problem, Solution The readers are lay people so you will need to speak clearlyand without too much technical talk

50. The interview requires careful thought on the questions to ask and the answers to give Interviewer Novartis Be prepared to answer with clarityand emotion Think of the key questions neededto reveal the emotional insights you need