Selling and Marketing Pharmaceuticals in the Nordic Region

1. Selling and Marketing Pharmaceuticals in the Nordic Region Stefan Mårtensson, VP Sales & Marketing

2. Medivir – a Competitive Pharma Company • There is a need for companies such as Medivir on the Nordic pharma market • Medivir has the potential to become a successful pharma company • How Medivir will become an established pharma company

3. BEFORE Rapid growth Lot of resources = High sales Improvement Primary care driven Many decision makers NOW Modest growth Lot of resources ≠ High sales ”Value for money” Specialty driven Few decision makers The Transformation of The Pharma Market

4. Total Nordic Market for Pharmaceuticals 2004

5. Hospital Care – The Main Growth Driver of The Swedish Pharma Market

6. UK and Sweden Are The Most Regulated Markets in The World NICE PCT GPs Formulary lists National recommendations GPs prescribe according to formulary lists MPA/ SBU/ LFN County council GPs Formulary lists National recommendations GPs prescribe according to formulary lists

7. Current Trends Leads to Restructuring of Big Pharma Companies • Market growth derived mainly from specialist products • Less decisions taken by GP’s • More power to Drug Committees and Drug Formulary Lists • Reduced access to prescribers • Increased demand from buyers • Restructuring of the pharma companies – more focus, less people

8. Why There is a Place for Medivir Pharma • Few decision makers - no need for extensive detailing power • Request for scientific information - less need for extensive promotional budgets • Willingness to pay for drugs meeting unmet needs in niche areas • Growing demand from traditional pharma companies to partner with smaller and specialized companies

9. The Cornerstones in Making Medivir a Successful Pharma Company