Sender:
`
`Dwnaswala, Ashwini </O=CARTER-W ALLACE/OU=EXCHANGE
`ADMINISTRATIVE GROUP
`(FYDIBOHf23SPDLT)/CN=REClPIENTS/CN=ASUMASWALA>
`Sent:
`Wednesday, November 2, 2011 3:40:52 PM
`Roecklein, Bryan <Bryan.Roecklein@meda.us>
`Recipient:
`RE: ET Dymista presentation
`Subject:
`Attachments: 2012 Dymista Strat Plan for ET Final.pptx
`
`Hello Bryan,
`
`Please see the attached.
`
`Thank you,
`
`Ashwini
`
`From: Roecklein, Bryan
`Sent: Wednesday, November 02, 201111:25 AM
`To: Dumaswala, Ashwini
`Subject: ET DymiSta presentation
`
`Ashwini, can you send me an electronic copy of your slides.
`
`Thanks, Bryan
`
`Bryan Roeck1ein, Ph.D.
`Vice President, Marketing and Business Development
`Meda Pharmaceuticals
`Somerset NJ, 08873
`Office: 732-564-2366
`
`PLAINTIFFS'
`~
`TRIAL EXHIBIT ~
`.~
`.D
`PTX0267
`~
`
`~
`
`EXHIBIT
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`I ~v~tltr--5
`In 1
`rJ1--t&
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX0177 4595
`
`PTX0267 -00001
`
`1
`
`CIP2079
`Argentum Pharmaceuticals LLC v. Cipla Ltd.
`IPR2017-00807
`
`

`

`2012 DYMISTA Strategic Plan
`
`resented: October 28, 2011
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`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
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`MEDA APTX01774596
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`2
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`

`

`Today's objectives
`
`• Present the Dymista 2012 Strategic Plan
`
`• Gain ET alignment
`
`• Determine action steps to answer any outstanding questions
`
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`HIGHLY CONFIDENTIAL-
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`MEDA_APTXO 177 4597
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`2
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`3
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`

`

`xecutive Summary
`
`Establish Dymista as the
`branded TRx and sales
`leader in SAR
`
`~
`
`II ~
`
`2012 Financials:
`• TRx: 448K
`• Net sales : $33.1 MM
`• EBITDA: ($36MM)
`• Gross/net%: 61.5%
`
`Goals
`• Take share from other prescription SAR products (specifically,
`intranasal steroids and intranasal steroid/anthistamine combinations)
`
`• Achieve 4.5% share of the nasal spray market by the end of 2013
`
`• Deliver positive cash flow by the end of 2013 and Net Sales of $199
`million (with 375 sales force expansion in 2013)
`
`Key Strategies:
`
`i
`
`l
`... ~··"""'"""""~-~-
`.............. .,
`Ensure access to Dymista by eliminating managed care I
`
`· and trade barriers
`
`Drive early trial and repeat use of Dymista via successful
`first experience
`
`Maximize exposure of Dymista and drive efficiencies
`across communication touchpoints
`
`2012 Commercial
`S .. U.RP.OJt
`
`• Personal & Nonpersonal
`Promotion
`• KOL initiatives
`• Managed Care
`• Public Relations
`• CRM/Digital
`
`•
`
`•
`
`•
`
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`HIGHLY CONFIDENTIAL-
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`MEDA_APTX01774598
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`4
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`

`

`Where we are today: Product churn
`
`Patient tries 2nd OTC
`
`First Rx: Patient goes to
`Dr. and receives INS (in
`addition to their OTC)
`and/or Xyzal replaces
`their OTC
`
`Second Rx: Patient returns to
`Dr. and receives Singulair or
`patient goes to allergist and
`receives IN~+ INAH
`
`Third Rx: Patient
`returns to Dr. and
`gets INS+ INAH
`~.,~,~ I' ' . ,,
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
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`MEDA_APTX0177 4599
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`

`

`Where we are today: The current situation
`
`1. HCPs recognize that while products in their current armamentarium treat the
`symptoms of SAR, their patients are not receiving ~~ complete relief"
`
`• Patients and physicians often "churn" through several OTC and Rx products
`
`• Generic fluticasone is the "easy-to-Rx" product when oral antihistamines alone are
`not enough
`
`• There is a disconnect between HCP perception of SAR symptoms and patient
`perception
`
`2. INS + INAH therapy is the 2nd or 3rd Rx in the current treatment algorithm (mild
`patients are treated with OTCs)
`
`• The natural HCP positioning for INS + INAH therapy is for moderate to severe
`patients
`
`• Positive patient feedback is key to changing the algorithm and establishing a new
`standard of care
`
`• To date, there has been little new news in the INS or INAH category to change the
`algorithm
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
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`MEDA_APTX0177 4600
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`Where we are today: The current situation
`
`3. Impact of managed care and cost continue to be the main concern of HCPs
`
`• Patient out-of-pocket cost is an increasingly important decision criterion in
`prescribing decisions,
`
`• Obstacles at point of purchase would significantly impact prescriptions
`• Any payor restrictions would significantly impact prescriptions and will drive
`negative feedback
`• Unless there is meaningful product differentiation, HCPs Rx the product that
`is easiest, not always best
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
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`6
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`MEDA_APTX0177 4601
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`

`The overall Rhinitis market is flat; The nasal steroid market is growing 5°/o
`per year, increasing the opportunity for Dymista; Growth is being driven by
`fluticasone
`
`Millions of TRx
`90 "'f'''"'''''·························""''····· ................................................................. .... ....................................... ........................................................................ ... ........ ... ........... ......... .
`' ~
`
`80
`0 .. J...... ...................
`7
`
`i
`
`-~
`........,.....-·
`......._,....._,,
`"""
`
`' ••...&!
`
`•-.•nN.-..un~.·. •·•· • •.•.•n.•.·.·-.~.··;.•.-.. .•,· •·'' ''·'U'·'' ·'·'' ·''·'·'·'·'·'''''· ''·'''· •;.•n..,n .• .•;.•.•. • .·~··•.•.•. ''·'·''·'·''""N·''·'·'"'"·' ·'' · ''·'•" ·'·"'~'•' '•''·''"·'• '·'·' ·'
`
`60 ............................................................ ............................................................................................................................... ....................................... .
`
`50
`
`40
`
`30 ..
`
`20 ·+ ........................ .
`
`~lM~1§ Nasal Antihistamine
`!~MEM! Oral Antihistamine
`ll!iil!i! I N S
`.,...._Rhinitis
`
`10
`
`0
`
`MAT 9/2008
`
`MAT 9/2009
`
`MAT 9/2010
`
`MAT 9/2011
`
`7
`
`HIGHLY CONFIDENTIAL~
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`M EDA_APTX0177 4602
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`

`

`Dymista Challenges & Opportunities
`
`Challenges
`
`Opportunities
`
`• Current treatment algorithm places INS +
`INAH therapy 2 or 3rd Rx
`
`• There is a significant unmet need in the
`treatment of SAR
`
`• SARis considered a nuisance condition by
`HCPs
`
`• Robust head-to-head clinical data for additional
`data mining (N==4633)
`
`• Lack of supportive data for lNS+lNAH combo
`• vs. oral antihistamines
`• vs. single entities used in combination
`• Phannacoeconomic data
`
`• Efficacy superior to market leader
`
`• Rapid onset of action and more complete
`symptom relief vs. single entity therapies
`
`• Managed care supports low cost generics as
`the "easy-to-Rx" product and supports allergy
`treatment guidelines
`
`• First combination spray
`
`• Meda Allergy expertise
`
`• Limited Meda sales force reach
`
`• Branded market leaders leaving space
`
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`• Limited KOL advocacy
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
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`~~w--·; .
`·f.\W~·
`.~,, !I
`~Mi ••
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`8
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`ME DA_APTX0177 4603
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`9
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`

`

`Dymista Marketing Strategy
`
`: ~-:
`
`. ·: :. ·:: ·. ·; ..
`:· :::-:;-: .. :-: .·:;
`. ............................... .
`
`--·· .....
`
`·.:i~Q.§ure.Ac¢:e·ss .• ::'
`
`. ·-' ~~ : : :': : :_:_ :_: :. : ::::. . : : . : : : : .. :. . : : : ~ : : : : ..
`:-~ : !=~-~-l ~-;·; :-
`
`········ · .. . .... . .
`
`b'rive·'$aHy':;ffiat and !
`.......... .• :: R,~~~gt y~·~ ··••.[T •
`
`:;:(::·::: ·::·i=: :;:::·:::: ·:::·:-~:-:.: : : :·!:.::. :·:·::: :: ::·:=:::·
`
`Maximi;?;~:.e*~>o.sur~ ...
`·•··•• ;·: :)·:· .. :.:, •.• ;': ..... :. :.,.···• 1
`
`;:!1~;~~~~~fp~~&ti6~ .
`;: .f>IihticatiC>h·R~I~ases
`!tl:ii~~~~l~ t
`:: ' ~~~i'~(itY ' • ••• ••.• •. •
`. . .
`·······§·~~~··f.~i§~.~~~~·h~i'?n•·.·.·.
`
`More complete
`relief
`
`• Success with
`the first
`prescription
`
`• Fast and more
`complete relief
`
`• Patient
`satisfaction
`
`~~~i~~~~ ·········
`
`• .. Tt~d9· P~r1tl~~f:1ip~ ? '
`. ·:·.:-<~:-.. >:·: ·--:. ·. :'.:- . . -: ·:·- ·--~.::--
`·-:··
`
`=~:: .. -·: .-·.
`
`Churning
`
`• INS+ INAH are
`2nd or 3rd Rx
`• SARis a
`nuisance
`condition
`• No product
`provides
`complete relief
`
`:f:t;~dy i;kli~d~h@ /•<•
`r····~1{1Ni~h}:>atiel1t•····· ···•·•··· ...
`::.
`.·t~~qR?y~l<)pp , .··
`l· :~~mpl,i~Qj:• .• ' ;: .•....•.•... ; .. :
`[ CfiMioi9it~l' .··•··•····•···
`.....
`! (~ohstirhert
`~'~~~:J~~i=~;;········
`
`;:;:.: ...... ·.· .. ·.·•· . ... ·.·.· .. . ·.·.·.· .... · ... · .... · ... ·.· ... · .. -.....
`
`.
`
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`
`HIGHLY CONFIDENTIAL~
`SUBJECT TO STIPULATED PROTECTIVE ORDER
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`MEDA_APTX01774604
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`10
`
`

`

`Dymista is the seasonal allergic rhinitis solution
`
`HCP NEEDS
`
`SOLUTION
`
`Product that provides fast
`and more complete
`symptom relief the first
`time
`} Dymista is the first and only prescription
`._ _________ __, .. ,., ... _,.,.,.=iP"' medication to combine the effective anti-
`inflammatory relief of a corticosteroid coupled with
`the rapid multi-symptom relief of a nasal
`antihistamine
`
`Dymista provides-rapid and more complete
`symptom relief-that HCPs & patients can rely on
`
`=?
`
`J Product that is easy to Rx
`
`J
`
`Product that makes
`patients happy
`
`So that: patients can have fast, superior symptom
`control in a single spray
`
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`HIGHLY CONFIDENTIAL-
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`ME DA_APTX0177 4605
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`10
`
`11
`
`

`

`Dymista Growth in TRx with the 375 rep expansion
`
`375 reps
`+10% growth
`2.8MM TRx
`
`· · · · ·· · ·· · ···· · · · · · ·
`
`· ·· ·· · · · ·········· · · · · ·· · · · · · · · · · ·~· ·· · ·· ··· ··· · · ·· · · ·· · ··········· ·· ···· ··
`
`375 reps
`+475% growth
`2.5MM TRx
`
`_3,000
`tn
`"'C
`r::: m 2,soo
`:::::s
`0
`-><
`.c
`.... 2,000
`
`~
`.... 1,500
`
`1,000
`
`500
`
`0
`
`6/2011 Launch
`200 reps
`448K TRx
`
`2012
`
`2013
`
`2014
`
`HIGHLY CONFIDENTIAL-
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`11
`
`, I
`.,., 1:"' .. *::
`~ e.
`~ 'Jhli
`~H .
`
`~,
`
`MEDA_APTX01774606
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`12
`
`

`

`Launch success is based upon a strong foundation
`
`(/)
`X
`
`0::: r-
`
`Medical/
`KOL
`
`Push Through
`
`Sales
`
`Pull Through
`
`Trade
`
`Distribution
`
`Managed Care
`
`Access
`
`12
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`HIGHLY CONFIDENTIAL-
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`ME DA_APTX0177 4607
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`

`

`Managed Care: Situation Analysis
`
`• Astepro 0. 15°/o covered on 2nd tier on the majority of plans as a result of line
`extension strategy and high rebates (35-40°/o)
`
`•
`
`2nd tier status for Astepro 0.15°/o has had minimal impact on market share gains
`
`• Rhinitis market has shifted to OTC (Orals) and generic Rx in recent years decreasing
`the size of the category
`- Historically, M HC payers relied upon Tiered co pays to manage the category
`- Currently, MHC would prefer not to actively manage the category any more than
`they do now
`
`•
`
`Net cost of new branded entrants will be compared to the overall net cost of currently
`available products
`- Convenience is not a reason to demand higher price
`- Solid outcomes or pharmacoeconomic rationale is key
`
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`MEDA_APTX01774608
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`14
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`

`

`Managed Care Driving Principle: Maximize Profitability
`
`Without rebates, Dymista coverage is at risk however rebates similar to Astepro 0.15°/o will
`impact profitability
`
`Example:
`
`WAC
`AWP
`
`Dymista
`$120
`$150
`
`Astepro 0.15°/o
`$104
`$130
`
`AWP-17o/o
`Co pay
`Cost to plan
`Rebates
`Net cost to plan
`
`$124
`$ 50
`$ 74
`
`$ 74
`
`$108
`$ 25
`$ 83
`$ 36
`$ 47
`
`*Rebating (35%) to achieve Tier 2 status for Astepro; Assumes Tier 3 coverage for Dymista
`
`Hybrid Strategy
`•
`Unrestricted Tier 3 access on plans where we do not currently offer heavy rebates
`•
`On plans where we do, we would offer a 22°/o rebate to achieve unrestricted Tier 3 access
`•
`On the 4-5 top national plans, rebate to get 2nd tier coverage
`•
`Note: Strategy will be confirmed through ZS research
`14
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`HIGHLY CONFIDENTIAL-
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`MEDA_APTX01774609
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`15
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`

`

`Pricing options and recommendation (Pro/Con analysis)
`
`$120 WAC - Increase Astepro 0.15% in January and again in June to minimize the disparity in pricing
`between Dymista and Astepro 0.15% (+15% premium to Astepro 0.15%)
`
`-
`
`Pro's: With little price disparity between the two brands, a line extension strategy could be
`employed that avoids a full P& T Review. Access expected to be similar to Astepro 0.15%.
`
`- Con's: Rebates would be 35%-40% at launch affecting gross to net similar to Astepro 0.15%
`now (41.6% overall G2N)
`
`$114 WAC - Increase Astepro 0.15% in January and again in June to minimize the disparity in pricing
`between Dymista and Astpero 0.15%. Increase Dymista by 5% in January 2013 prior to spring allergy.
`(+15%/1 0% premium to Astepro 0.15%)
`
`-
`
`Pro's: Line Extension strategy easier to employ with little difference in cost between Dymista
`and Astepro 0.15%
`
`- Con's: Lost revenue of 5% from launch in 2012 to start of 2013
`
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`~
`mr~
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`MEDA_APTX01774610
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`

`

`Next steps for Managed Care
`
`• Strategy & Pricing Finalization (Nov 2011)
`• ZS to validate strategy and co-pay acceptability
`• Estimate on tier status for Dymista by plan
`
`• P&L impact of hybrid approach (Dec 2011)
`
`• Pharmacoeconomic Data Conclusions (Dec 2011)
`
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`MEDA_APTX01774611
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`17
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`

`

`Executive Summary: Trade
`
`•
`
`•
`
`•
`
`•
`
`Will leverage previous success in Trade with Astepro 0.1 °/o and Astepro 0.15°/o
`
`Anticipate similar launch deal terms for Dymista as we did for Astepro 0.15%)
`-
`7.5°/o off invoice, 7.5o/o distribution allowance, 60 days additional dating
`
`Retail will want to see our promotional efforts behind the product (Sales Reps, DTC,
`etc.) and understand managed care formulary status
`
`We will need to differentiate Dymista by partnering with pharmacies to ensure patient
`access to Dymista
`
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`MEDA_APTX01774612
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`18
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`

`

`Trade Objective I Strategy
`
`• Objective:
`- Attain stocking better than Astepro 0.15°/o (approx 30,000 retail outlets) while
`limiting excess inventory in warehouses at a discount
`
`- Develop Advocacy with key stakeholders in differentiating standard of care
`treatment
`
`• Strategy:
`Leverage Meda best practice in launching both Astepro 0.1 °/o and Astepro 0.15°/o.
`-
`
`- Differentiate Dymista from other SAR products by partnering with the retail
`pharmacies to remove barriers and leverage opportunities
`
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`MEDA_APTX01774613
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`19
`
`

`

`Next steps for Trade
`
`• Meet with key pharmacy chains to understand partnership opportunities (Nov/Dec)
`
`• Develop tactical plan to reach pharmacists (Nov/Dec)
`
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`MEDA_APTX01774614
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`19
`
`20
`
`

`

`Sales: Situation Analysis
`
`• There are fewer competitive details in the SAR space
`• Antihistamine details from Merck and sanofi-aventis (main competitors are
`OTC and generics) have declined vs. PY
`
`• To date there has been limited new noise in the SAR space however 2 new branded
`entries are expected by 2013 (Teva and Sunovian)
`
`• Meda sales force will be realigned to Dymista targets as of Jan 2012 however there
`is still a need to optimize sales force size
`
`•
`
`In 2012, there will be a gap between approval of Dymista and when product is
`available
`
`HIGHLY CONFIDENTIAL~
`SUBJECT TO STIPULATED PROTECTIVE ORDER
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`MEDA_APTX0177 4615
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`20
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`21
`
`

`

`'~
`~:
`
`Sales Guiding Principle: Launch with Excellence
`
`•
`
`•
`
`LAUNCH: With 200 rep sa les force
`- Realign from current 80/120 structure effective January 2012
`Territories optimized geographically for Dymista; Targets optimized for Astepro 0.15°/o
`until 1 month prior to launch
`Training : assign 2 training managers to Dymista (add headcount for an additional
`training manager)
`
`EXECUTE: Plans with excellence
`- Measure performance against reach , frequency and sample targets
`- Structure IC plan to support execution (Astepro 0.15% until Dymista launch)
`
`• EXPAND: Effective January 2013
`- Recruitment & training beg inning in Fall 2012
`- Consider utilizing outside resources for recruitment and interviewing so as to minimize
`field management disruption during the Fall allergy season
`
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`HIGHLY CONFIDENTIAL~
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`~
`1. ~-~: ..
`
`MEDA_APTX01774616
`
`22
`
`

`

`Expansion
`
`Assumptions
`•
`Incremental 175 representatives
`• Fully trained and integrated into sales force so that impactful selling
`occurs during 2013 Spring allergy season
`Timing
`•
`Complete sales force alignment analysis by August 1, 2012
`•
`Management team selections completed by Sept. 1, 2012
`•
`Begin representative interviewing Sept. 2012
`•
`On-board the week of Oct. 29, 2012
`•
`2 month training program
`•
`New alignment effective January 1, 2013
`- December 2012- new alignment POA meetings
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX0177 4617
`
`"'tJ
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`23
`
`

`

`Expansion
`
`Resources
`• Outside services
`-
`Identifying, contacting, and managing the recruiting process
`- Building the interview process, identifying teams, and provide any additional
`training around the process
`- Contracting for interview site services and managing the logistics of
`scheduling, travel, hotels, meals, etc.
`- Being on the interview sites as interviewers and managing the sites
`- On-boarding support (i.e. offer letters, reference checks , background
`checks, etc.)
`- Training support
`
`HIGHLY CONFIDENTIAL~
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`~~!}~
`
`MEDA_APTX0177 4618
`
`"'tJ
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`24
`
`

`

`Risk of not starting recruitment in 2012
`
`Sales not maximized for 2013 spring allergy season
`
`P&L at risk and suboptimal growth trajectory
`
`Decrease in share of voice in an environment with increased noise
`(Teva and Sunovian launches)
`
`•
`
`•
`
`•
`
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`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX01774619
`
`24
`
`25
`
`

`

`Executive Summary: Medical Marketing
`
`• Objectives
`-
`Leverage KOLs to establish Dymista as the standard of care
`- Provide avenues to discuss product development and remove any obstacles to
`early trial and repeat use of Dymista
`Build credible, evidence-based platform to be communicated for Dymista,
`surrounding 2012 launch and into 2013
`
`• Strategy
`
`- Disseminate our clinical and economic data to build a body of knowledge for the
`use of Dymista and establish as a standard of care
`
`- Discuss through case based learning and real world experience the benefits of
`Dymista to drive trial and repeat use as well as maximize exposure
`
`- Displace churn by exchanging inferior product offerings with Dymista
`
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`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`#{:;,.'· .. ,;((f{'«
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`c; ,'!.;~~
`*~ :§.-a .
`
`MEDA_APTX01774620
`
`26
`
`

`

`Dymista Goal: Deliver $33MM NR by the end of 2012
`
`2012 Forecast & P&L Assumptions
`• Supply available and trade stocked for launch in June 2012
`• 200 reps at launch
`• WAC $120/Rx
`•
`5°/o Nasal market growth (driven by fluticasone)
`• Limited restrictions from Managed Care
`• 61.5°/o Gross to Net
`• EBITDA reflects launch investment
`- Trade unit cost at 16°/o of NR
`- Sample unit cost at $4 and $6
`
`"'tJ
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`HIGHLY CONFIDENTIAL·
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`26
`
`MEDA_APTX01774621
`
`27
`
`

`

`2012 P&L
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`*Note: 2012 assumes a June launch
`2012 includes the cost of DTC exploration and sales force recruitment for +175 reps
`PDEs calculated based upon a 3 product detail
`
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`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA APTX01774622
`
`'.· .. @ 1.·.
`
`:"'»: . ,
`
`28
`
`

`

`Revised Contract Having A Large Impact on Sample Costs
`And P&L
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`• Trade Units increased from $3.25/unit to 16% of Net sales
`
`• Sample unit costs increased from $2 to $4 & $6
`
`HIGHLY CONFIDENTIAL~
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`,~1m'
`~~~~m
`
`ME DA_APTX0177 4623
`
`"'tJ
`
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`CD
`
`29
`
`

`

`Critical Success Metrics
`
`pfoyi#~d. yn[:e~t_[i9ied: *c,c~ss)p, ~89:o(ri:2f :PaFen(Jiv~s .
`· G§iD. qistriP~.ti?ri, i ~t >39.99.0.ehar~?9i~~ : · · ·
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`
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`
`HIGHLY CONFIDENTIAL~
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`29
`
`**',~-
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`~~~~---
`
`.
`
`MEDA_APTX01774624
`
`30
`
`

`

`IMMEDIATE NEXT STEPS
`
`• ET Brand Plan Alignment (Oct 28th, 2011)
`• ZS Forecast Validation (Oct 31st, 2011)
`• Supply Dates Confirmed (Oct 31st, 2011)
`• Final Positioning (Oct 31st, 2011)
`• Final Managed Care Strategy & Pricing (Nov. 2011)
`• Final Creative Concept (Dec. 2011)
`• Final inputs for Dymista Target List (Dec. 2011)
`• Final date for launch meeting (Nov. 2011)
`• Budget approved by Sweden (Dec. 2011)
`
`• Reinstitute Bi-Monthly Steering Committee Updates
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`ME DA_APTX0177 4625
`
`30
`
`"'tJ
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`-1 >< 0
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`
`....llo.
`
`31
`
`

`

`In order to be successful we need to ...
`
`Continue the strong integration across cross functional teams
`
`Stay focused against the strategies
`
`Communicate a consistent single-minded message
`
`Maintain communication between the US and Global
`
`Differentiate ourselves internally and externally
`
`""C
`
`~ 0
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`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`ME DA_APTX0177 4626
`
`31
`
`32
`
`

`

`of
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`
`33
`
`PTX0267 -00033
`PTX0267-00033
`
`33
`
`
`
`

`

`INS are fueling the Rx market stability ...
`
`Without INS, the market would have declined 8.4°/o with Allegra OTC
`Millions of TRx
`4.0 ......................................................................................................... -. ................................................................................................................................................................................................................................ .
`
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`
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`
`i
`
`0.0 ···;· .................... , ............. .. .... ·············-:- ····· ...................................................... ., ........................................ -...................... ................... .
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`Jan
`February
`April
`
`................. .-.-.............................. ~ "" ''{' ............ , ......................... . ..
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`
`·-~:·:·:·:·:·. ·:·:·::::::::::::: :-:······.
`
`;-:···:·:-:::~:~,;:;:::: .. ·.
`
`33
`
`HIGHLY CONFIDENTIAL·
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`ME DA_APTX0177 4628
`
`"'tJ
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`-1 >< 0
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`
`34
`
`

`

`Slide 33
`
`BR34
`
`What am I looking at here? Y axis is what? Total Rx's in category?
`
`From the graphs I don't see what supports the statements.
`
`what I see is a decline of X percent from 2010 to 2011 of Rx of something.
`
`Bryan Roeckleln, 10/23/2011
`
`HIGHLY CONFIDENTIAL~
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA APTX01774629
`
`"tJ
`
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`
`35
`
`

`

`Growth in the INS market is being driven by fluticasone ~~~~
`
`·· - ~·- · ······ ........................................... ..... -.-.. -............ -................................................................. ............................................. .......................................................................................... ............................ .
`
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`
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`
`~OM NARIS
`
`· TOTAL INS
`
`··r········ ..................................................... -~ ..................................................... ~ ............................................................................................................. ............. ··········· ·············· ................................ -.---..... ..
`
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`~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
`~~~~~~~~~~~~~~~~~~~~~~~~~
`~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
`
`34
`
`~
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`
`.
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
`
`MEDA_APTX01774630
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`Slide 34
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`BR35
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`Since you have total in the previous slide (I believe), I'd eliminate here and you'll see the dynamic for fluticasone and Nasonex better.
`Bryan Roecklein, 10/23/2011
`
`HIGHLY CONFIDENTIAL-
`SUBJECT TO STIPULATED PROTECTIVE ORDER
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