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`PLAINTIFFS'
`TRIAL EXHIBIT
`
`PTX0926
`
`PTX0926-0000 1
`
`1
`
`CIP2075
`Argentum Pharmaceuticals LLC v. Cipla Ltd.
`IPR2017-00807
`
`
`c.... ::I:
`m~
`~0
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`
`PLAINTIFFS'
`TRIAL EXHIBIT
`
`PTX0926
`
`PTX0926-0000 1
`
`1
`
`CIP2075
`Argentum Pharmaceuticals LLC v. Cipla Ltd.
`IPR2017-00807
`
`
`
`N
`0
`0
`0
`0
`I
`CD
`N
`0')
`
`0 >< I-
`
`C..
`
`Dymista Uptake Is Expected To Outpace Recent
`Com oetitive
`
`There has been limited innovation in recent years
`
`Patent protected products are fighting for share in a declining branded segment
`2008 ~60% Brand/ 40% Generic
`2012 ~ 30% Brand/ 70% Generic
`
`@
`
`@
`
`Product differentiation and support drive uptake
`Veramyst launched in 2007 into a branded market with a new device/ managed care
`access, and 1700 sales reps completely focused on asthma/ allergy prescribers
`Omnaris launched almost one year later with li mited differentiation, more restricted
`access, and a sales force of 1950 reps not fully focused on allergy prescribers (Om naris
`reps carried Lunesta and visited psych/sleep physicians in addition to allergy prescribers)
`
`Established brands are continuing to invest in segments beyond HCPs - (Nasonex, Om naris)
`continuing to invest in DTC/ consumer
`New
`
`HIGHLY CONFIDENTIAL -
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502287
`
`2
`
`
`
`M
`0
`0
`0
`0
`I
`CD
`N
`0')
`
`0 >< I-
`
`C..
`
`Differentiation and Strong Support Drive Uptake
`
`TRx
`
`250,000
`
`200,000
`
`150,000
`
`100,000
`
`50,000
`
`-
`
`-
`
`-
`
`Om naris (4/2008)
`
`Patanase (5/2008)
`
`Veramyst (6/2007)
`
`..... - Dymista (10/2012)
`
`-
`
`QNASL (4/2012)
`
`-zetonna (7/2012)
`
`-
`
`Astepro 0.15% (9/2009)
`
`Month Month Month Month Month Month Month Month Month Month Month Month
`1
`2
`3
`4
`5
`6
`7
`8
`9
`10
`11
`12
`
`Note: Veramyst success is due to the number reps and favorable access; At launch Veramyst delivered 3.5X
`the number details the brand is currently delivering
`For Distribution
`3 Source: WK Data TRx
`
`ew
`
`HIGHLY CONFIDENTIAL -
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502288
`
`3
`
`
`
`-.::t
`0
`0
`0
`0
`I
`CD
`N
`0')
`
`0 >< I-
`
`C..
`
`Competitor Benchmarking: Key Uptake Driver
`Veramyst Launched With Strong Sales Force Support However Support H
`Decreased Over The Years
`
`Sales Calls
`
`700 000
`'
`
`600,000
`
`500,000
`
`400,000
`
`300,000
`
`200,000
`
`100,000
`
`0
`
`-~-~-~~~~~~~~~~~~~~~~-~-~-~~~~~----<~<-<~<-<~<~<~<~<~<~<~<~<~<~<~~,~~,~~<-<~<-<~<~<~<~<~<~<~<~<~<~<~<~<~-<
`
`• Nasonex {10/97)
`
`-----~-~-~-~-~-~-~-~-~- Veramyst (6/2007)
`Ill Om naris (4/2008)
`_____________________ _. Patanase {5/2008)
`
`• Astepro (9/2009)
`
`Dymista (10/2012)
`
`MAT9/09
`
`MAT9/10
`
`MAT9/11
`
`est MAT9/12
`
`*detail levels for MAT 9/08 assumed similar to MAT 9/09
`
`Source: IMS IPS
`
`HIGHLY CONFIDENTIAL -
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`New
`
`MEDA_APTX03502289
`
`4
`
`
`
`II)
`0
`0
`0
`0
`I
`CD
`N
`0')
`
`0 >< I-
`
`C..
`
`Competitor Benchmarks: Estimated Sales Force Size
`
`402012
`
`I
`
`Nason ex
`
`Veramyst
`
`Om naris
`
`Dymista
`
`QNASLA
`
`ZetonnaA
`
`1,000 reps
`
`350 reps*
`
`360 reps
`
`200 reps
`
`185 reps
`
`110 reps
`
`I
`
`I
`
`I
`
`7
`
`4
`
`3
`
`1
`
`3
`
`4
`
`At launch:
`• Veramyst was supported by 1700 reps focused on asthma and allergy prescribers
`(the two lead products the reps carried were Advair and Veramyst)
`• Om naris was supported 1950 reps however targeting was not fully focused on
`allergy prescribers (reps carried Lunesta and Om naris)
`
`*Veramyst value reflects respiratory sales force only; Veramyst is also currently carried by 2 CNS sales forces with Treximet however
`the impact of these sales forces is unknown and is unlikely to have significant impact
`AQNASL and Zetonna are estimated based upon current sales force size and products carried- actual data will be available in 2013
`New
`
`Source: Pharmaforce data; ZS Associates
`
`HIGHLY CONFIDENTIAL -
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502290
`
`5
`
`
`
`Competitor Benchmarks: Key Uptake Driver
`While Veramyst Sales Force Support Has Decreased, Strong Access Re
`
`Plans typically have one or two
`antihistamine.
`Handling of AR Products
`(Percentage of plans in sample*)
`
`N=17
`
`CD
`0
`0
`0
`0
`I
`CD
`N
`0')
`
`0 >< I-
`
`C..
`
`s:::: ·-E V) <
`
`~
`I.()
`.-;
`
`0 e 0..
`23 V) <
`
`<3J
`V)
`('CI c
`
`0 -tz..
`
`>::
`(l.) c
`0
`V)
`('CI z
`
`V)
`
`·c::
`('CI c
`E
`0
`
`(l.)
`V)
`('CI
`
`c
`~
`
`0..
`
`~
`~
`E
`~
`
`*
`....:I
`V)
`<
`z
`c:l
`
`('CI
`
`*
`c
`s::::
`B
`(l.)
`N
`
`Ill Tier 3
`liiTier2
`*Represents expected handling at launch (N = 11).
`1\ Does not include label-based quantity limit restrictions.
`Source: Promidian Study 2012
`
`HIGHLY CONFIDENTIAL -
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`1111 RestrictedA
`
`m Non-Formulary
`
`New
`
`MEDA_APTX03502291
`
`6
`
`
`
`.......
`0
`0
`0
`0
`I
`CD
`N
`0')
`
`0 >< I-
`
`C..
`
`Competitor Benchmarks:
`Share of Voice
`
`Nasonex Continues To Dominate Detailing In The Category
`
`100%
`90%
`80%
`70%
`60%
`SO%
`40%
`30%
`20%
`10%
`0%
`
`Feb-12 Mar-12 Apr-12 May-12 Jun-12
`
`Jul-12
`
`lllllil Omnaris Ill Veramyst: • Nasonex Ill Ast:epro lllllil Pat:anase
`
`Category Sampling levels Are Higher At launch
`
`Samples I NRx
`
`Launch Year
`
`Current
`
`Patanase
`(Launch: 5/2008)
`
`Nasonex
`
`Veramyst
`(Launch: 6/2007)
`
`Om naris
`(Launch: 4/2008)
`
`Xyzal
`(Launch: 9/2007)
`
`14
`
`1
`
`N/A
`
`1
`
`2
`
`1
`
`14
`
`1
`
`6
`
`3
`
`Sources: contacts and samples from azelastine cockpit; NRx from WK; DTC spend from CMI
`
`HIGHLY CONFIDENTIAL -
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`New
`
`MEDA_APTX03502292
`
`7
`
`
`
`Competitor Benchmarks:
`DTC Investment
`
`DTC Continues To Be A Priority With Significant Spend In The Category
`
`1 1$
`
`3731$
`
`1881$
`
`1 1$
`
`1,293 I$
`
`2,209 I$
`
`1,768 1$
`
`23 1$
`
`541 1$
`
`793 1$
`
`00
`0
`0
`0
`0
`I
`CD
`N
`0')
`
`0 >< I-
`
`C..
`
`522 1$
`
`120,695 1 s
`
`73,293 Is
`
`43,510 Is
`
`8,410 Is
`
`55,308 Is
`
`44,689 Is
`
`1271 $
`
`-
`
`'$
`
`49 I$
`
`$
`
`$
`
`$
`
`-
`
`-
`
`-
`
`-
`
`'$
`
`'$
`
`'$
`
`'$
`
`3,705
`
`-
`
`' $
`
`$
`
`1,681 I$
`
`598 I$
`
`$
`
`$
`
`s
`
`s
`
`s
`
`2,1o8 Is
`
`301 Is
`
`2,984 Is
`
`881 I$
`
`314 I$
`
`$
`
`$
`
`-
`
`'$
`
`992 I $
`
`4941$
`
`275 1$
`
`38 1$
`
`7,321 I$
`
`91$
`
`1,128 I $
`
`•comScore Ad Metrix Media Spend Competitrack® Estimated Offline Data October 2012
`
`Source: Competitrack provided by CMI Media
`
`HIGHLY CONFIDENTIAL -
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`New
`
`MEDA_APTX03502293
`
`8
`
`
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