Advair Asthma POA Semester 2, 2004 SLIDE 1 Hello I?m Ted Geiger Director of asthma marketing and I?d like to welcome you to the introduction of our new and exciting Advair campaign for Semester 2. But first let me thank you on behalf of the entire asthma marketing team for your superb efforts and contributions to the success of Advair to-date. The launch of our new childhood indication has been a tremendous success and we?d like to thank you for everything you continue to do to make our 4? 11 indication a great success. in the next few minutes I?d like to update you on Advair?s current performance, review our goals for 2004, and outline our promotional campaign for semester 2. 1 Confidential: Produced pursuant to 02/06/04 subpoena. GSKCO-0259-008622 Weekly Volume vs Key Competition (unfactored) 500,000 400,000 El.) 300000 2 200,000 A 100,000 .. -. .. 1 . . . mvaNQQ SEE: vaQ 1? ID Flovent Singulair Serevent +Advair Pulmicort Atrovent/ lp CombiVent Spiriva As you can see from this slide Advair?s weekly TRX volume continues to grow. An important milestone is that we?re generating over 300 000_scripts per week. This is a phenomenal performance and we?d like to thank you for your contributions to this success. We are confident that with your efforts and the addition of our 4-~11 indication we?ll continue to grow Advair?s script volume. 2 Confidential: Produced pursuant to 02/06/04 subpoena. GSKCO-0259-008623 2004 Advair Performance Goals 0 Sales: $3.018 Billion 27% Growth 0 Rx Volume: 16.9 Million 23% Growth 46% increase in Pediatrician I Market Share: 27.9% 3.2% Share Point Increase With your efforts and commitment we can achieve our 2004 performance goals to; Generate over $3.018 billion dollars in Advair sales. This goal represents a 27% sales growth over last year. increase Advair script volume to 16.9 million. This will require the volume of Advair scripts togrow 23% vs. last year. Including 46% increase in Pediatrician TRX. And, for Advair to have a Total market share of 27.9%. This represents a 3.2% share point increase over last yeah 3 Confidential: Produced pursuant to 02/06/04 subpoena. How Will We Deliver the Advair Goals for 2004? Let?s now take a look at our promotional plan to accomplish these goals. 4 Confidential: Produced pursuant to 02/06/04 subpoena. GSKCO-0259-008625 Source of Advair Business Share of Treated Asthma Patients by Rx Therapy (Jan ?04) 60% 50% 40% a Advair Controller SABA 30% - 20% - 10% - Rescue 1 Controller 2 Controllers 3+ Controllers First, let me take a moment to share with you the source of Advair?s current business based on treated asthma patients. As you can see from this slide, the majority of Advair?s prescriptions come from the 2 and 3-plus controller market, respectively. Only 31.5% of Advair?s sCripts are currently generated in the 1 controller market. These segments represent a great opportunity for Advair. 5 Confidential: Produced pursuant to 02/06/04 subpoena. GSKCO-0259-008626 Adult Asthma Strategy: Drive Use of Advair as First Controller '7 Advair In order for us to capitalize on the great opportunity we have within the 1 controller and rescue-only segments, we must focus on driving earlier use of Advair. As you know physicians have a tendency to adhere to stepwise treatment. Singulair and Flovent are currently being chosen frequently as first-line controllers when patients are on albuterol. Our opportunity in the marketplace is to make Advair the first controller by encouraging earlier use. 6 Confidential: Produced pursuant to 02/06/04 subpoena. GSKCO-0259-008627 Advair: The First Controller Core Message: I Make Advair the First Controller and help prevent asthma Supporting Data Advair Gains Control as Early as Day One (Murray and Calhoun) Advair Provides Sustained Control (Murray and Calhoun) Advair Diskus is an Easy-to-Use Device As I mentioned earlier, our promotional focus for semester 2 is to drive earlier use of Advair. Our core message is to ?Make Advair the First controller and help prevent Our support data will help you effectively communicate the messages that Advair allows patients to gain control as early as day 1 and provides sustained control overtime. These messages will supported by two key studies: Murray (SAS 3001?) et al and Calhoun et al. In the Study by Dr. Murray et al, Advair was superior to Flovent in every efficacy measure. Patients in this study were on albuterol alone prior to randomization. This study has been submitted for publication. In the study by Dr. Calhoun et al, Advair was superior to Singulair 10mg on every ef?cacy measure. Patients in this study were also on albuterol prior to randomization. We feel confident that the results from these studies and our core message for semester 2 will be helpful in achieving our objective of driving earlier use of Advair. 7 Confidential: Produced pursuant to 02/06/04 subpoena. Establish Efficacy Convenience in KIDS Core Message 0 Make Advair the first controller for children with asthma who are on an lCS-alone. Supporting Data Advair provides 90% increase in days vs. FP (Kavuru) Advair provides 60% reduction in albuterol use vs. FP (Kavuru) Advair provides improvement in lung function (Van den Berg) Children 4 years of age and older have the inspiratory flow necessary to use the Diskus device . sit) With regards to our childhood indication, thanks to you, we?re having a tremendous success with pediatricians. Our continued success will require our focus on delivering the core message: ?To make Advair the first controller for children with asthma who are on an lCS?alone?. Our supporting data will continue to be the Kavuru and Van den Berg studies. Please continue to communicate the key messages from these studies: Advair provides 90% increase in days and 60% reduction in albuterol use vs. FP from the Kavuru study. And. Advair provides improvement in lung function from the Van den Berg study We are very proud of your performance to-date with the Ic?hildhood indication so please keep up the great wor . Con?dential: Produced pursuant to 02/06/04 subpoena. GSKCO-0259-008629 What are we asking of you? 0 Focus on the specific patients who will benefit from Advair and help us deliver our objectives Adults: Uncontrolled on Albuterol Kids: Uncontrolled on an ICS 0 Use peer-to-peer programs to compliment your selling efforts 0 Deliver ?Make Advair the First Controller? on Each and Every Sales Call (gsk/ . In closing, we?d like to ask you to please continue to focus on the specific patients who would benefit from Advair. In the adults market on patients who are uncontrolled on albuterol alone And, in the pediatrics market on patients who are uncontrolled on ICS Continue utilizing peer-to-peer programs to compliment your selling efforts. And finally, please remember to deliver the message ?Make Advair the First Controller? on each and every sales call. 9 Confidential: Produced pursuant to 02/06/04 subpoena. GSKCO-0259-008630