SUBJECT TO STIPULATED PROTECTIVE ORDER MEDA_APTX03502115
`
`PTX0406 3
`
`CIP2076
`Argentum Pharmaceuticals LLC v. Cipla Ltd.
`IPR2017-00807
`
`PTX0406-00001
`
`HIGHLY CONFIDENTIAL-
`
`PLAINTIFFS’
`TRIAL EXHIBIT 2
`
`

`

`
`
`Market Landscape and Competition
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502116
`
`PTX0406-00002
`
`

`

`
`Recent Market Events
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502117
`
`PTX0406-00003
`
`

`

`
`Allergy Alert Notification Data (AAN)
`
`Population
`36,000,000 cee
`
`cere eiet) inal Ms ment) na te ee ntiscanannniineiAmeitnbaA
`
`
`
`6tehaYA a RP RemM i
`
`26,000,000 “perennemerece
`
`:i
`
`}
`
`DEVOED me
`
`22,000,000
`
`an
`
`|
`—
`2O,DOO000 pono
`
`cep
`
`
`
`—f-
`mamemm ere niece
`
`seJ
`cde
`f
`
`pennant
`
`36R S asso en
`staSEmS
`16,000,000 mmo
`
`-
`
`
`,
`
`
` ee[eameme map cn it
`i
`&
`Be,
`&
`Re
`%
`Pe
`&
`&
`Se
`faa %
`&
`&
`&
`S
`&
`%
`o
`3)
`&
`wed
`S&
`ahs &
`3%
`oe i os
`cr
`S
`S
`oy
`of
`ot
`ye
`oe
`ne
`S
`eS 4
`Rew
`aS
`OP
`Pog
`OP
`& e é
`PLE SP OP
`OE
`OP
`Fe fF
`ee
`ee
`SF SP es
`Sh AP Ah
`OS
`OO“
`SE Sh lh PN AE PPHM esee ay ee
`
`&
`ak
`oy
`gh
`oy
`a
`eS
`s
`Qe
`RS as we
`ak
`oe
`
`3
`&
`ad
`ore
`orc
`owe
`ome
`ome
`ogee S Son Avg (2012, 2013, 2014)
`
`
`
`i|
`
`18,000,000 edema
`\}
`
`14,000,000
`
`12,000,000
`
`soe FTG
`
`monooneme
`
`POA
`
`BQ FG
`
`FGF
`
`POT
`
`POP
`
`2909
`
`
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502118
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`PTX0406-00004
`
`

`

`
`
`Sales Performance To-Date
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502119
`
`PTX0406-00005
`
`

`

`
`Branded
`Market Share
`
`NRx
`
`NRx Market Share
`
`12.0%
`
`10.096
`
`8.0%
`
`6.0%
`
`4.0%
`
`2.0%
`
`0.0%
`
`“ »
`
`Se s s ra
`sanju FLONASE
`mips DYMISTA
`sacifinesASTEPRO
`swedioeneONASL
`eae REINOCORYT AQUA swdiee VERAMYST
`DYMISTAcontinues to bethe fastest
`
`growing
`
`
`
`y< s e s e «e e Se oS ¢£
`
`& s s
`
`s
`
`weston PATANASE
`seaterALL OTHER BRANDS
`
`scxilpos OMNARIS
`swoigvemZETONNA
`
`brand
`
`*
`
`e
`
`*
`
`Qnasl growth has increased with the addition of the QNASL Children’s indication
`
`Astepro, Patanase and Rhinocort Aqua have been eroded due to generic entries
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502120
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`PTX0406-00006
`
`

`

`
`
`DYMISTA TRx Market Share
`
`Dymista Market Share
`oe eerms msnee rs tr, nrsear hm eeHhnnreneom ni
`Pit ee dtaENETOPIASEMAENDURAEOINPPADSAMENSLANE
`
`20 0% eye
`18.0%
`
`Sr
`&
`aoaayte
`ER
`NeLAOC
`6.9enety
`fFOEgylegelecoloclReste
`14,0% see
`liescanesigi
`gone
`<=mm
`die
`creereSRR SHORETreeeeen lt. EmeneemeettroneYeerrtteneererner GhresectedrthrRATerternPPP RA
`
`12.09%
`
`10 0%
`
`aaeaARR ee eeer
`
`LOY pen
`
`
`eens
`eee ee
`ene
`nnn
`OO
`ee enneee
`eeenineneeenneeeeeneneeeeeeenennenneniiI
`eee
`OENA De
`een
`ne
`enn
`eens
`0.0%
`P
`
`Ro
`
`"o eyowwywe> e5ONoe & onoseoAP egoO
`
`PP
`go
`DO
`ay
`“>
`PP”
`vO
`&
`OO WO BO
`ob
`ryoeo Rw S.Ps
`ey
`
`WP
`wy
`
`OP GP
`PP
`oe”
`oP SP GP 6 9 LO
`O_O LO O_O
`
`SP
`
`«<-Branded Share =Total Nasal Spray Share
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502121
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`PTX0406-00007
`
`

`

`
`
`DYMISTA TRx Volume
`
`_
`
`30,000
`
`. 25,000
`
`20,000
`
`~
`
`15,000
`
`Dymista Weekly
`
`Rx Trend
`
`-
`
`-
`
`---------
`
`--- 5-2. -
`
`/
`——7\
`
`ye ee oN
`eee
`on
`Veo
`“See
`an
`a
`
`—
`
`wtestsesimg OO
`
`
`
`ae
`
`we
`
`ce
`tsimanegn: Bune EN
`
`me
`
`ote
`
`Ny,
`™
`“te
`
`oe
`Sone
`
`10,000
`
`5,000
`
`G
`
`-
`.
`.Y
`oY
`SY
`“SY ey SY OY SY oy
`oY
`oY
`oY
`oY SY
`PSB oP oH eH” WP of
`Pf
`PP Se
`“
`es
`PAP a grgh gh PGP
`Ps eae ae
`oe
`GP
`GP
`& 6
`ay
`PSP PSP oP
`9?
`SP
`SP
`oO?
`as”
`ss od
`OP
`es
`SPS?
`wets!
`ae
`aw”
`BPOPOP Pry ragSO al rg NS
`atime NR Courre
`commaesaeTRY COUTTE
`
`.
`
`.
`
`woe
`
`.
`
`WP
`
`GP GP oP 9?
`
`OP
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502122
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`PTX0406-00008
`
`

`

`
`
`DYMISTA 2015 Performance To-Date
`
`vs. Actual
`Dymista 2015
`Budget
`yeeeneni iey envniiueee
`
`ernnnennnnnen
`
`YAO,OOO
`
`120,000
`
`100,000
`
`80,000
`
`60,000
`
`40,000
`
`Jun
`
`(Budget Actual
`
`20,000 May
`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502123
`
`PTX0406-00009
`
`

`

`
`-
`
`NS Market vs DYMISTA
`
`Prescribing by Specialty
`
`
`
`Avg. Nasal Spray TRx MATTY
`
`954.2
`
`900.0
`
`800.0
`
`700.0
`
`600.0
`
`500.0
`
`475.6
`
`79.2
`
`:
`
`90.0
`
`80.0
`
`70.0
`
`60.0
`
`eae
`
`Avg. Dymista TRx MATTY
`
`400.0
`
`300.0
`
`200.0
`
`100.0
`
`.
`
`==
`
`138.2
`
`AR
`
`:
`4 uae
`ALL (7%)
`ENT (9%)
`
`PCP (49%)
`
`PUD (3%)
`
`!
`
`26.2
`
`
`q
`
`
`
`
`PED (7%) NP/PA (15%)THER (10%)
`
`aod
`
`30.0
`
`20.0
`
`10.0
`
`.
`
`16.9
`
`Le
`
`6.6
`
`
`
`
`-
`
`.
`
`ALL (25%) ENT (26%) PCP (25%) PUD(5%)
`
`PED (2%) NP/PA (9%) OTHER(7%)
`
`
`
`
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502124
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`PTX0406-00010
`
`

`

`
`-
`
`% Volume by Specialty
`
`DYMISTA
`
`Dymista
`
`Curr ho
`
`GS PCP":
`
`© Allergist
`
`Curr 3 fle
`7 PUD‘s
`
`
`
`
`Curr 12 Mo
`
`
`
`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502125
`
`11
`
`PTX0406-00011
`
`

`

`
`-
`
`% Volume by Specialty
`
`NASONEX
`
`
`
`Nasonex
`
`
`
` turblo
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`Curr 3 ble
`
`a PCP"s
`
`©) Allergist
`
`
`PLID's
`
`
`
`
`
`
`
`
`OTD
`
`i
`
`
`Total Other
`
`Curr
`
`blo
`
`MEDA_APTX03502126
`
`PTX0406-00012
`
`

`

`
`
`Managed
`
`Care Updates
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502127
`
`PTX0406-00013
`
`

`

`
`-
`
`Branded Nasal Sprays
`
`Method of Payment
`
`
`
`Product
`
`DYMISTA
`
`NASONEX
`
`Curr YTD
`
`Prev YID
`
`Prev YTD
`
`Curr YTD
`
`Prev YTD
`
`
`
`
`
`80%]
`
`60%|
`
`80%
`
`65%
`
`2%|
`
`15%|
`
`12%)
`
`17%]
`
`«12%
`
`«16%
`
`OMNARIS
`
`74%]
`
`82%
`
`2%|
`
`15%]
`
`10%
`
`QNASL
`
`QNASL CHILDREN
`
`VERAMYST
`
`ZETONNA
`
`82%|
`
`67%
`
`76%|
`
`78%|
`
`84%
`
`77%
`
`83%
`
`¢
`
`5%
`
`10%
`
`5%
`
`22%
`
`4%
`
`7%|
`
`2%|
`
`7%
`
`2%
`
`10%
`
`12%
`
`7%
`
`9%
`
`9%
`
`
`
`
`
`
`
`
`
`
`DYMISTAonly branded product that has not shown decreasein
`% of business coming from commercial sources
`
`*
`
`Qnasl Children’s receiving 22% of business from Medicaid and
`Managed Medicaid
`-~
`Meda has chosen to not aggressively contract for Dymista in this space
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502128
`
`PTX0406-00014
`
`

`

`
`
`DYMISTA Commercial Managed Care
`Comparable to Competition
`
`Coverage-
`
`Branded Nasal Spray Commercial Access
`
`70%
`
`50%
`
`50%
`
`40%
`
`30%
`
`20%
`
`20%
`
`+
`
` Dymista
`
`Nasonex
`
`Omunaris
`
`wPreferred
`
`& Covered
`
`Qnas!
`wm Restricted (PA/ST)
`@ Not Covered
`
`Veramyst
`
`cetonna
`
`Recent Wins for DYMISTA:
`*
`
`—
`
`«
`
`*
`
`April 1 Tier 3 Unrestricted
`Anthem/Wellpoint (12 million lives)
`-
`June 1, Tier 2
`—
`
`Humana (2 million lives)
`
`BCBS TN (1.5 million lives)
`
`July 1, Tier 2 Preferred
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502129
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`PTX0406-00015
`
`

`

`
`-
`
`Branded Nasal Spray
`
`Pricing
`
`
`
`Dymista
`
`Qnas! 80mcg
`Qnasl Children's 40mcg
`
`Meda Pharmaceuticals
`Teva Respiratory
`Teva Respiratory
`Glaxo Smith Kline
`
`Sunovion Pharmaceuticals
`
`Sunovion Pharmaceuticals
`
`Merck & Co.
`
`Veramyst
`
`Omnaris
`
`Zetonna
`
` Nasonex
`
`
`
`DYMISTA 10%price increase planned for January 2016
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502130
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`PTX0406-00016
`
`

`

`
`
`DYMISTA® HCP Targeting
`and Sales Force
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502131
`
`PTX0406-00017
`
`

`

`ese
`
`Coverage of HCPs by Meda Sales Force
`
`stcscs
`
`:i
`
`: |i |:
`
`_
`
`-
`
`Opportunity for coverage
`through Non Personal
`Promotion; heavily
`
`weightedin decile 5-7seitNAN
`prssiaresueene
`
`
` BNS Decile |
`MATTY TRx
`i Decile 7-10
`Targets
`JHCPs
`.
`
`
`
`
`816
`728
`—
`market coverage range:
`867,538
`778,527
`
`
`
`«59% to 90%
`867,696
`723,067
`
`
`
`
`638,558
`
`
`358,990
`
`27%
`27%
`867,426
`3,295
`234,208]
`
`
`16%
`16%
`867,387
`138,621
`
`
`867,403
`2,664
`82,805
`28,387
`
`
`
`2
`48,869
`867,405
`2,625
`
`367,400
`201,967
`3,322
`
`
`
`Total
`328,435
`25,124
`8,674,129
`
`
`
`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502132
`
`PTX0406-00018
`
`asal Spray
`Nasal Spray
`
`
`Mkt Cov, %
`
`MATTY TRx
`MATTY TRx
`NS Decile
`Targets
`
`
`
`5,614,351
`
` ;
`
`
`
`eo
`Decile 7-10
`5,614, 214
`9
`3,043
`=
`6,085]
`market coverage range:
`
`
`703,
`
`5,614,254
`|
`:
`ai
`| 20% to 77%
`Ba
`
`5
`
`
`
`
`14%| «814,42
`5,614,000
`
`5,614, 367
`11%
`629,225
`
`
`477,911
`8%
`5,614,001
`
`
`5,614,179
`
`
`
`
`5,614,184
`
`
`1
`5,614, 162
`405,909
`2,923
`
`594,413|
`56,141,871
`
`
`
`
`
`
`
`
`
`
`

`

`
`
`2016 DYMISTA
`
`Strategic Map
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502133
`
`PTX0406-00019
`
`

`

`
`2016 DYMISTA Strategic Map
`as the SAR treatmentthatallows allergy haters to
`Establish DYMISTA
`
`
`enjoy the season more, becauseit is the first and only product that
`
`
`—
`withevery dose_
`offers fast relief andinflammationcontrol
`
`|
`MARKET INSIGHTS AND
`DYNAMICS
`—
`AR sufferers are
`OTC and generic competition have changed the landscape
`self-treating
`more
`longer and moreoften (although
`not
`effectively), payers have consolidated
`necessarily
`their formularies, and spending against consumers, especially by Flonase OTC, has
`exponentially increased category noise
`Despite these pressures, Dymista continues to grow, and among
`as the most efficacious option
`perceived
`|* Barriers to
`optimizing sales are: low broad-scale awareness
`(among PCPs, non-targeted MDs
`and consumers), formulary restrictions, switching at the pharmacy, HCPs who reserve the
`product for severe sufferers and a belief held by some consumers that AR does not warranta
`
`its prescribers and KOLs,is
`
`|
`
`*
`
`*
`
`|
`
`|
`
`|
`
`doctor visit
`
`Grow brand
`awareness
`
`
`Imperative 5
`ISLee
`: Take an
`i Demonstrate superior| Increase patient office
`integrated
`p
`visits/demand, HCP
`approach
`:
`:
`Augment sales force
`Y
`y
`(customized by
`Dymista efficacy and |
`| readiness to prescribe
`reach and frequency |i
`
`sales,
`to overcoming
`value, regardless of
`with NPP
`and pharmacist
`reps)
`SedeeLLy
`willingnesstofill
`formulary
`restrictions
`
`, i:
`
`! |
`
`|}ii I4
`
`:
`
`—
`
`ee
`
`
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502134
`
`20
`
`PTX0406-00020
`
`

`

`
`
`DYMISTA® Major Initiatives
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502135
`
`PTX0406-00021
`
`

`

`
`from Competition with DYMISTA
`
`Differentiating
`Campaign
`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502136
`
`22
`
`PTX0406-00022
`
`

`

`| a
`
` For seasonalallergic rhinitis (SAR) sufferers 6 and older
`=ee
`— DON’TET,
`an Srteanne
`e
`HAH I
`
`:
`
`cleat
`
`
`
`Wot
`MM
`
`
`coronaRASertich
`GET23
`
`
`
`DON
`POL wye :
`ee
`
`GETAE
`—
`
`THE BETTER
`
`ae OF YOUR.
`
`
`
`
`
`EES,
`
`Paaase sae acditl
`checuaghout and t
`In pocket,
`
`Only Oymista offers fast relief and inflammation contro!l—with every dose
`
`
`
`
`
`
`
` Strategic
`
`
`
`7
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`Pade
`
`MEDA_APTX03502137
`
`23
`
`PTX0406-00023
`
`

`

`a
`
`=
`
`1
`
`&
`
`z
`
`minutes
`vs placebo (f<.05)
`mnonsne ne neon
`wang,we
`Onset was defined as the first Umanoint af
`ee
`which Oymista was significantly superior to
`{
`j
`placebo in the mean change far basaline
`i
`in [TNS and was sustained thereafter
`in patients 12"
`|
`“erynataronaarnaicnmasse: aceon aemnatennaiecnneticinnest
`\
`
`
`
`
`Ssngeccomneneecct
`
`
`
`
`-
`
`we
`|
`
`
`
`Z
`
`
`
`
` Ae
`
`S otvatel chmical slivlias of Luisi
`
`
`RAPID RELIEF
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`Strategic Imperative: 1, 2, 3,4, 5
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502138
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`24
`
`PTX0406-00024
`
`

`

`
`
`
`
`
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`
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`
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`Strategic Imperative: 1, 2, 3,4, 5
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502139
`
`25
`
`PTX0406-00025
`
`

`

`—
`GPGPU
`Texas Mountain Cedar Pilot
`
`Test Impact of DTC
`Test impact of DTC promotional campaign for
`
`DYMISTA
`
`October 1st to December 315, 2015
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`seasonality
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`
`Dates of Pilot
`
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`
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`
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`
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`
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`
`TRx increase versus control cities
`Oklahoma City
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`U.S.
`
`Dallas and
`
`across
`
`Strategic Imperative: 1, 2, 3, 4,5
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
` -
`
`ray
`MEDA_APTX03502140
`
`26
`
`PTX0406-00026
`
`

`

`
`
`—
`
`DYMISTA TV Commercial
`in Texas Mountain Cedar Season
`
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`
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` Strategic Imperative: 1, 2, 3,4, 5
`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502141
`
`27
`
`PTX0406-00027
`
`

`

` Tele-promotion to Non-Called
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`
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`
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`
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`Specialized representatives reach HCPs the way
`they prefer
`Supplemental channel promotion in support of:
`—
`care
`
`~
`
`wins/updates
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`Pharmacy outreach
`Custom program approachto drive HCP interactions and provide
`brand resources
`-~
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`Front-end targeting, call prioritization/scoring, and back-end analytics
`
`accessto
`
`—
`
`Strategic Imperative: 1, 2, 3, 4,5
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502142
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`28
`
`PTX0406-00028
`
`

`

`
`
`Sales Force
`
`Initiatives
`
`Major
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502143
`
`29
`
`PTX0406-00029
`
`

`

`—
`
`2016 Detail Aid
`Punch”
`
`Campaign
`
`Refreshing
`
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`
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`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502144
`
`30
`
`PTX0406-00030
`
`

`

`
`iPad Digital Sales Aid Launch Summer 2016
`
`¢ Rationale: Greater impact,
`More interactive with HCPs,
`video capabilities, connects to
`sales force backend data
`
`|° Launch Date: July 2016 Only Dymista offars fast relief? and inflammation control—with every close’
`
`Strategic Imperative: 1, 2, 3, 4,5
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502145
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`31
`
`PTX0406-00031
`
`

`

`
`—
`Samples/Lunch & Learns
`
`2016 Sales Force Allocation
`
`
`0222.7
`
`-Sept
`
`4
`
`
`
`
`
`Strategic Imperative: 1, 2, 3, 5
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502146
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`32
`
`PTX0406-00032
`
`

`

`
`
`Medical
`
`Marketing
`
`and
`
`Advocacy
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502147
`
`PTX0406-00033
`
`

`

`
`Meda Respiratory Key Conferences
`
`:
`
`
`
`
`
`
`
`
`
`
`
`2015
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
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`
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`
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`
`|
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`: Strategic Imperative: 1, 2, 3, 5
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502148
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`34
`
`PTX0406-00034
`
`

`

`
`West: January 8-9
`—
`San Diego, CA
`Westin Gaslamp
`To
`East: January 29-30
`~150 Speakers
`—
`Miami, FL
`JW Marriott
`.
`
`
`
`
`Updated promotional contentfor the respiratory
`
`|
`
`
`
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`
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`
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`
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`
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`
`Patient Case Builder
`Dymista Core (80% Dymista, 20% Aerospan)
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`
`
`Strategic Imperative: 1, 2, 3
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502149
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`35
`
`PTX0406-00035
`
`

`

`
`Meda Lecture Bureau
`
`(MLB) Programs
`
`
`
`*
`cision
`
`'
`
`700 programs budgeted for 2016
`*
`|
`
`
`|Problem-Based Learning (PBL)
`Dymisia
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`aeoeee
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`Expert On-Demand Programs
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`
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`
`
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`
`
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`
`|
`
`Strategic Imperative: 1, 2, 3, 5
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502150
`
`36
`
`PTX0406-00036
`
`

`

`
`Board
`
`Advisory
`
`Meetings
`
`
`
` i
`
`Potential advisory board meetings:
`
`° National
`
`|
`
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`
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`
`Strategic Imperative: Feedback from Advisors on all Strategic Imperatives
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502151
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`37
`
`PTX0406-00037
`
`

`

`
`
`Major Digital
`
`Initiatives
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502152
`
`38
`
`PTX0406-00038
`
`

`

`—
`
`Digital Plan Reaches26 Million Impressions
`Fall 201
`2016
`9/Winter
`
`:
`
`4 Cine Off Your
`WorryList
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`shee
`tw
`
`MN
`
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`Search
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`Retargeting
`users
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`Dymista
`directly target
`searching for competitive brands
`
`
`
`
`MEDA_APTX03502153
`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`
`
`
`
`
`
`Strategic Imperative: 1, 2, 3, 4
`
`
`
`39
`
`PTX0406-00039
`
`

`

`
`
`Targeting Flonase Users
`
`ATTENTION FLONASE®
`USERS
`
` *
`
`Create a cost effective way to
`
`competitively target Flonase users
`
`¢
`
`¢
`
`Banners appear on:
`¢
`Pollen.com, Health Watch, and other consumer websites
`
`Duplicate for Nasonex and Rhinocort: Spring 2016; OTC launch expected
`
`Strategic Imperative: 1, 2, 3, 4
`
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502154
`
`40
`
`PTX0406-00040
`
`

`

`Customer Relationship Management
`Funneled
`Market Channel and Data
`for HCP Marketi
`Through One system
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`
`
`
`
`
`
`
`
`
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`
`
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`
`
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`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502155
`
`qb
`
`PTX0406-00041
`
`

`

`
`
`Pharmacy Major
`
`Initiatives
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502156
`
`42
`
`PTX0406-00042
`
`

`

`ARAaSateeneCUPEHSEVP
`on Barriers Within
`
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`
`Retail Clinics
`Large Chains
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`Advisory Board with Retail Clinics
`—
`Market Research
`Fall 2015
`Pharmacy focused messages & materials (print
`and digital)
`Tele-Promotion
`
`Strategic Imperative: 1, 2, 3, 4,5
`
` HIGHLY CONFIDENTIAL-
`
`re)
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`Pa de
`
`MEDA_APTX03502157
`
`43
`
`PTX0406-00043
`
`

`

`
`Pharmacy Flashcard & Messaging
` DYMISTA: THE BENEFITS
`CAN’T BE SUBSTITUTED
` DYMISTA
`
`=<
`DYMIETA, LOW SPRAY VOLUME
`AT THE MAXIMUM RECOMMENDED
`
`ADULT DFSE'E4
`
`ww eg
`a
`pte,
`
`=x
`MEDA SUPPORTS ADHERENCE BY
`OFFERING A MORE AFFORDABLE
`THERAPEUTIC OPTION
`
`-
`
`——
`DYMISTA’ P_AYING SOON ON A TY NEAR YOY
`
` Front Cover
`
`
`
`DYMISTA: THE BENEFITS
`CAN'T BE SUBSTITUTED
`
`DYMISTA: THE BENEFITS
`CAN’T BE SUBSTITUTED
`
`DYMISTA: TEE BENEFITS
`CAN’T BE SUBSTITUTED
`
`
`
`
`
`
`
`
`
`
`
`
` dua
`Tab o Pulband Look
`Tab i Pulland lock
`
`OYIVNSTA
`
`DYMISTA
`
`OYMISTA
`
`Tab 2 Puiband Lock
`
`Strategic Imperative: 1, 2, 3, 4, 5
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502158
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`44
`
`PTX0406-00044
`
`

`

`
`
`arn
`(flunisolide)inhalation aerosol
`erosba!
`
`
`
`
`
`
`
`
`
`
`
`
`
`¥
`
`(azelestinehydrochlorideand
`Ming?Om
`ay
`
`
`
`Respiratory Copay Card
`
`BIN: 610020 GROUP: 99992435 ID: XXXXXXXKXXX
`insured/NotCoveredandCashPatients maysave up toSOG of
`AE ROSPAN® and/or DYMISTA® prescriptions”
`their
`*See details on reverse for eligibility terme and candithjong,
`|
`o
`SE
`
`copayamountand)cashpaymentanty.
`to
`Applies
`
`SS
`
`One
`
`Cardfor Two Products with Three Offers
`
`e
`
`*
`
`1.
`
`2.
`
`3.
`
`Insured Covered
`
`Insured Not Covered
`
`Non-Insured / Cash
`
`no more than $14 & $100 cap
`Pay
`—
`Card based program & weboffer
`
`Strategic Imperative: 1, 3, 4, 5
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502159
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`45
`
`PTX0406-00045
`
`

`

`
`
`Static ID Card (eMR systems)
`
`»
`ye
`ea
`iaa Cetera
`
`
`PATIENTS PAY ASLITTLEAS
`$14. ~
`
`
`FOR AEROSPAN OR DYMISTAP
`Oe below to help your patents
`
`Vou the Meda Sta
`fae ful acbvarit
`nciting copay offer
`
`
`
`+
`
`ACC .
`
`erospan
`(furisolide) nhalaiion aerasa!
`
`AEROSPAN
`BIN: 610020
`GROUP: 99992435
`MEMBER: ERXAEROSPAN
`
`&
`D Mi Ty
`
`DYMIS [A
`fulcaste prepesnate} Nasal Spray
`Tiney/sC megper Saray
`DY MISTA
`BIN: 610020
`GROUP: 99992435
`MEMBER: ERXDYMISTA
`
` -
`
`sa
`eesegs
`
`
`ADJUDICATION
`
`
`x
`
`40)
`
`fair,
`
`pee MaaEee wg
`| 2
`121
`INSTRUCTIONS
`
`
`
`
`
`
`
`
`For questions, col TalCard toll-frea: €85-220-9549
`
`Strategic Imperative: 1, 3, 4, 5
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502160
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`46
`
`PTX0406-00046
`
`

`

`
`
`RxSaver: Retail Point of Sale Solution
`¢
`Allows an offer to be provided
`to
`patients who show signs of walking away due to costs
`¢
`Decreases abandonmentissues for patients who are not aware of copay program
`
`TrialCard RxSaver Pharmacy Network
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`Muriber of Phasrenacens:
`
`
`
`
`Source: Trisilard, March 9o15
`
`Strategic Imperative: 1, 3, 4, 5
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502161
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`47
`
`PTX0406-00047
`
`

`

`
`Dymista Tele-Promotion Pharmacists and Physicians
`
`Overall Campaign Results
`
`1,753 pharmacy kits shipped
`
`Averagetalk time minutes: 2.50
`
`1,535 physician kits shipped Total minutes: 33,380
`
`Overall Campaign Result
`Bending Call
`8 Ship Kit to Contact
`GiNes interested
`© Seheduied Call Gack
`wNo Comat
`
`
`
`Max Call Altempls Reached
`Needs Review
`8 Do Not Cali
`No Disposition Fours!
`@ Succesaksé Cader
`
`le
`i
`2
`{
`
`I}
`
`|
`|
`
`7
`
`j}
`
`Strategic Imperative: 1, 2, 3, 4, 5
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502162
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`48
`
`PTX0406-00048
`
`

`

`
`
`A&P and Sales Goals
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502163
`
`49
`
`PTX0406-00049
`
`

`

`
`
`Sales Goals and A&P
`
`
`
`
`
`Product
`Promotion
`(Samples and
`A&P)
`
`$26,319,000
`
`$22,879,000
`
`$25,750,000
`
` HIGHLY CONFIDENTIAL-
`
`MEDA_APTX03502164
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`50
`
`PTX0406-00050
`
`

`

`
`
`DYMISTA 2016 Budget
`
`S
`
`20,000,000
`
`13%
`
`S
`
`7,000,000
`
`27,000,000
`
`TOTAL BUDGET $
`
` 443
`
`#
`
`Samples
`»
`Selling Materials
`® eBusiness
`
`@ Lunch & Learns
`a Conferences
`a
`Managed Care
`
`we Access CopayCard
`=
`Speaker Programs
`
`@
`
`DTC/DTP
`
`11%
`
`23%
`
`2016 A&P
`2016 Samples
`
`
`
`
`Lunch & Learns
`
`
`
`
`Selling Materials
`
`Conferences
`
`Speaker Programs
`
`eBusiness
`
`
`
`
`
`
`
`
`
`Managed Care
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
` HIGHLY CONFIDENTIAL-
`
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502165
`
`PTX0406-00051
`
`

`

`
`
`
`
`
`
`
`
`
`
`
`
`
`
`Demonstrate superior efficacy and value regardless of
`
`
`disease
`severity
`¢
`e
`
`
`
`
`Competitive messaging
`
`
`
`
`Access and copay costs are critical to success of DYMISTA
`
`
`
`
`
`
`
`
`
`
`
`
`"
`
`
`
`
`
`=»
`
`="
`
`
`—
`
`Summary
`
`DYMISTA 2016 Plans
`
`
`Grow Brand Awareness
`
`
`
`Increase patient visits/demand
`e
`Ensure HCP confident in
`prescribing and pharmacywilling
`Augment sales force through NPP
`
`
`
`tofill
`
`Overcome formulary restrictions
`
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502166
`
`52
`
`PTX0406-00052
`
`

`

`
`
`Thank you and Questions
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX03502167
`
`53
`
`PTX0406-00053
`
`