【正文】 s discussion Key elements of Life Cycle Management Thoughts on how to anize for LCM Key issues 39 Key issues Are we creating enough value through Life Cycle Management today? How important is LCM to our growth over the ing years? Do we have a simple manual laying out the “COMPANYway” of doing LCM? Is LCM a sufficiently large part of our annual planning process? What are the most critical gap areas? Is the way we anize for LCM sufficiently clear, ., are teams posed (global/local) based on recognition of mercial challenge over time? 。 however, Cozaar was able to leverage a 5–32x greater publication volume to beat Diovan Sales USD millions Cozaar Diovan 0 250 500 750 1000 1992 93 94 95 96 97 98 2Q99 Cozaar 20 220 420 620 1992 93 94 95 96 97 98 Diovan Number of citations Correlation between drug sales and publications 16 Master planning chart Top level milestones EXAMPLE Process Disease orientated Updated disease orientated Final disease orientated Initial project specific – staircase Refined based on market research and trial results – staircase Final prelaunch Only if issues/LCM* MS1 MS2 TG1 MS4 TG2 TG3 TG4 MS8 Global marketing Target label Positioning Branding * Updated annually Broad initial Updated as CD is elected Updated based on development studies and focus groups with KOLs Final prelaunch based on market research and clinical trials Reposition if necessary Initial very preliminary Updated based on market research and focus groups Final prelaunch based on input from markets and trials Rebranded only in unusual situations Covers key dimensions ? Product development ? Global marketing ? Product supply ? Patents ? Etc. Top level milestones and more detailed activities 17 Best practice targets for ”extend” phase Ambitions ? Maximize growth of franchise over time through share and market growth Shape the product ? Deliver studies to evolve product positioning and respond to petitive and market shifts – focus on incremental sales ? Evolve the product (., drug delivery methods) and add valueadded offerings (., diagnosis support) ? Pursue local clinical studies balancing need/demands of local markets with diminishing returns of global positioning Shape the market ? Evolve marketing mix and focus over time ? Appropriately focus KOL activities to maintain work and respond to new petitors ? Increase the size of the market through investments to broaden usage and enhance diagnosis ? Secure optimal geographical coverage by alliances/copromotion Shape the pany ? Develop and retain product teams on global and local level ? Ensure sales force incentives drive evolution of existing prescribers and conversion of new prescribers 18 Examples of product extensions Patient based innovation Safety/ tolerability profile Line extensions Pharmaco–economic Further/ expanded indications New indication 19 Examples of product extensions Ways to create product extension Description Examples New indication Identifying diseases/symptom currently poorly/not treated and developing novel products ? Proscar (Merck) ? Captopril (BMS) ? ReoPro (Centocor) ? Acculane (Roche) Line extensions Adapting product to avoid/delay generic petition ? Voltarol (Geigy) ? Amoxil (SB) ? Procardia XL (Pfizer) Safety/tolerability profile Focusing product development/marketing on addressing safely issues with incumbent therapies ? Istin/Norvasc (Pfizer) ? Cardizem (HMR) ? Zantac (GW) Pharmacoeconomic Defining peconomic profile by ., redefining clinical end points for petitive advantage ? Rocephin (Roche) ? IPA/GUSTO (Genentech) ? Dipravan (AstraZeneca) Patientbased Innovating around the specific need of patients ? EasiBreathe (3M) ? Novopen (Novo Nordisk) ? Menorest (RPR) Further/expanded indications Expanding relevant patient population by redefining diseases of by treating additional diseases (formulation binations) ? Fosamax (Merck) ? Mevacor (Merck) ? Coreg (BM) ? Wellbutrin/Zyban (GW) 20 Capturing benefits of continued research Source: UK office of Health Economics/Market letter June 13, 2020 2540% of sales of top selling drugs in UK/USA are for indications discovered only after the drugs were launched 21 Impact of new indications Experience shows