- 2000

BUDGET PLAN

PP 00215

 

 

 

 

OxyCon'tin? Tablets

 

 

 

Pages 1?23 through 1-32 redacted

 

 

 

 

ASSUMPTIONS

A.

 

Market Overview

To date, the market for OxyContin Tablets consists of patients with both cancer
pain and non? ?cancer hipain. The non-cancer pain market IS the srgm?cantly larger
market - - p101ds 1n the OxyContin market wer - 
non- cancer pain compared to $261 million for cancer pain. Over 70% of 
OxyContin Tablets prescriptions are written for non-cancer pain. With the launch
of Palladone XLTM capsules, the promotional focus will be OxyContin Tablets 1n
non cancer pain. OxyContin Tablets will be a secondary promotion for cancer
pain management.

 

The classic model utilized .in the treatment of cancer pain is the World Health
Organization (W.H.O.) Three Step Analgesic Ladder. While treatment of non-
cancer pain often varies by the speci?c pain state, and the use of opioids is much
more controversial compared to cancer pain, physicians often use the WHO. ladder
as a guide for treatment of non-cancer pain. The recommendations of the WHO.
are: 

Step I Use NSAIDS to treat mild pain, aSpirin (ASA), acetaminOphen
(APAP), and non- -steroidal anti- ~in?ammatory agents (N SAIDS)

Step 2: Use weak opioids to treat moderate pain, e. codeine, oxycodone,
and hydrocodone combinations.

Step 'Use strong opioids to treat severe pain, e. morphine, 
hydromorphone, fentanyl,? etc.

Fixed Combination Opioids

 

Prior to the introduction of OxyContin Tablets, opioid choices for treating
moderate-to?moderately severe pain in Step 2 had been limited to combination
products containing oxycodone, hydrocodone, codeine, and either ASA (example:
Percodan?) or APAP (example: Percocet?). The short duration of action of these
products causes peaks and valleys in blood levels, which can contribute to increased
side effects and poor, inconsistent pain control. The short duration of action is also
problematic for patients who need around-the-clock dosing of their pain medication.
Dosing every four to six hours does not allow a patient" to sleep through the night, or
participate easily in many normal activities. Even dosing every eight hours can
interrupt activities or sleep. The combination of an opioid with APAP or ASA
limits the number of- tablets that can be prescribed because of potential liver
toxicity. The APAP or ASA component also has the potential to mask fever in
cancer patients and other patients with infections All these factors, associated with
the choice of opioid analgesics 1n Step 2 as well as the large dollar and prescription

PP 00218

 

 

 

 

volume of this class of drugs, provide a continuing opporttmity for a single- -entity,
long- -acting Oxycodone product, OxyContin Tablets.

Single Entity Opioids

Long-acting morphine and trans-dermal fentanyl provide physicians with two long-
acting products to meet the needs of patients with moderately severe to severe pain
as described in Step 3. Hovvever, these products possess disadvantages such as the
stigma that surrounds morphine and the reluctance of'the physician, nurse, and
pharmacist to use them. They are also considered ?potent? Opioids which 
physicians may be reluctant to prescribe until the pain is severe. Hydromorphone 15
considered a potent Opioid analgesic, but has been limited 1n its use in chronic pain
due to the need to close it at least every six hours for consistent around-the- clock
pain relief. OxyContin Tablets are now being utilized for severe pain, as evidenced
by an increase in the sales volume of the 40 mg'and 80 mg OxyContin Tablets
dun'ng 1999.

0 MS Contin Tablets Generic Sustained Release Morphine

MS Contin Tablets remains the gold standard for treating moderately severe
to severe cancer pain (W.H.O. Step 3). In fact, some physicians, particularly
oncologists, continue to switch patients with more severe pain from
OxyContin Tablets to MS Contin Tablets?. Many health care providers
continue to believe. that MS Contin Tablets are more potent than. OxyContin
Tablets. This may be due in part to the carryover to OxyContin Tablets of
the perception of Percocet as a weaker Step 2 drug. Although faced with
stiff competition from. Duragesic?, Oramorph OxyContin Tablets and
generic sustained release morphine, MS Contin Tablets prescriptions have
decreased only 4% (9,3 92) in 1999 year-to-date through March 1999
compared to the same time period in 1998. 

MS Contin prescriptions, plus our generic (ABG) prescriptions, have
decreased 7. 6% (20, 052) 1999 year-to-date compared to the same period 
1998.

Generic sustained release morphine is now an alternative that decreases
the cost of opioid therapy with (11% dosing. An AB-rated generic to
MS Contin is produced by ENDO. When distribution is adequate, it is
likely that a ?maximum allowable charge? (MAC) will be developed for
MS Contin Tablets, increasing signi?cantly the rate of substitution.

00219 . .





 

 

 

 

 

 

 

Duragesic

Duragesic is another competitor to OxyContin Tablets. Janssen has been'targeting
the moderate-to-moderately severe pain market for the past two to three years.
Their progress has been slow but steady in obtaining patients coming directly
from ?xed combination opioids, as they stress convenience, less side effects
(particularly constipation), and increased quality of life. Field reports tell us that
in 1999, anssen is seeking to replace Percocet, OxyContin Tablets and 

MS Contin Tablets prescriptions. anssen is expected to gain FDA approval for a.
12.5 patch, potentially by the end of 1999. It is expected to be targeted to the
early treatment of non-cancer pain and pain in the more frail elderly patient.

Janssen has a dedicated sales force targeted speci?cally to the long-term care
(LTC) market. In addition to marketing Duragesic, they are promoting Ultram?
for Ortho-McNeil in this market. Ultram is provided as a Step 1 to Step 2
analgesic, while Duragesic is promotedas a Step2 to Step 3 analgesic.

Janssen has been stressing decreased side effects,-especially constipation, as
well as patient quality of life, as supported by patient ratings compared to

sustained release morphine. They have expanded their patient preference claims

to oral opioids. 

Due to the above initiatives, it is probable that Janssen will continue to target

primary care physicians (internists and selected family practice physicians), as

well as oncologists. We estimate that their 1999 journal spend will be
approximately four million dollars based on $1,041,000 injournal spend 
January?March 1999. This compares to $1,302,000 spent in 1998. Over 70% of

the 1998 spend occurred during the fourth quarter of 1998.

Market research from recent focus groups continues to show that Duragesic is
perceived to be less effective than MS Contin Tablets and, in most cases,
OxyContin Tablets. It is also perceived by physicians to have a slow onset of
action, lacks the ability to be titrated quickly, and is not considered cost
effective. We will be taking advantage of these Duragesic weaknesses in our
2000 OxyContin Tablets promotions.

Kadian?
In 1999, Faulding continued active promotion of Kadian. The promotion of
Kadian centers on its 24?hour dosing, its sprinkle formulation, and cost

effectiveness. Due to these features, Kadian is being positioned as a better
alternative to MS Contin Tablets.

PP 00220


:j
1;

i

 

Faulding 3 main program to support Kadian has been the continuation of their
?sample? program with a free supply of Kadian at the retail pharmacy through
use of a special. coupon and the patient? 3 prescription.

While prescriptions have increased 77% 342) year-to-date 1999 through
March compared to the same period 1n 1998, total prescriptions remain less than
1,200 prescriptions per month

It is anticipated that, with continued promotion, Kadian will continue to have
minimal impact on either MS Contin or OxyContin.

Oramorph SR

Roxane is expected to continue promotion of Orarnorph SR by positioning it as
a cost-effective alternative to MS Conti-n and OxyContin Tablets. Individual
Roxane representatives are also promoting Oramorph SR as a cost effective 
alternative to OxyContin Tablets, utilizing a conversion of morphine to
oxycodone.

During '1999, Roxane continues an Oramorph SR promotion that combines
promotion of their pain preducts with other palliative care products under a
Roxane Palliative Care Products umbrella.

In 1999, Roxane? prescriptions increased 32% 742) YTD through March
1999 compared to the same period last year

PCA Pumps

During 1998, sales of injectable morphine were $68,000,000. Recent market 
research at ASCO "lists P-CA pumps as a form of cancer pain management used
(along with MS Contin Tablets and Duragesic) when OxyContin Tablets is
perceived to be ineffective, or no longer tolerated. While a percentage of the .
patients changed to PCA pumps may not be able to swallow, it is likely that a
number of patients were switched to a PCA pump strictly due to lack of
perceived OxyContin Tablets ef?cacy, or reimbursement issues.

Medtronics has been aggressively promoting their implantable pump
in the hospice market, as well as for Other chronic pain patients.
For non?hOSpice patients, reimbursement issues can play a role. Medicare will
pay for pump implantation as well as the medication re?lls. Medicare does not
reimburse for oral analgesics like OxyContin Tablets.

In the postOperative patient, OxyContin Tablets are positioned for post-PCA
pain management. A clinical study (Ginsberg) has supported OxyContin Tablets

PP 00221

 

 

 

use in the post?operative. patient. Abbott Pharmaceutical has the main
responsibility for promotion in this market.

D. OxyContin Future Opportunities
OxyContin 160 mg Tablet

FDA approval of OxyContin 160 mg Tablets is expected late 1999 to early
2000. This will coincide very closely with the launch of Palladone 
Capsules. Currently, alinost 80% of OxyContin 80 mg Tablet prescriptions are
for the management of non?cancer pain. The 160 mg tablets will also be
positioned for the management of severe non-cancer pain.

OxyConti?n Post-Operative SNDA

It is expected that Purdue will ?le a supplemental NDA by the end of 1999

to eliminate the limitation placed on OxyContin- Tablets use during the first

12-24 hours post-operative. Approval of the SNDA would be expected by

the end of June 2000. This will allow promotion of OxyContin Tablets use
"by Purdue and" Abbott in the ambulatory surgery market.

CAHO Pain Management Initiative

In mid-1999, CAHO approved new requirements regarding appropriate
pain assessment and management. These requirements have the potential to
. revolutionize pain management in the hospital setting. New attention will.
be paid to preper assessment and management of pain within all key
departments of a hospital. This presents Purdue with the Opportunity to
provide true value-added services as the ?pain experts? in this key area.

B. Expected Entries
9 

Anew competitor, Morphidex, a combination of morphine and
dextromethorphan, was expected to be launched as early as Angust 1999.
The FDA issued a nonapproval letter August 2, 1999. At best, a signi?cant
delay is expected before the approval of this product. We will continue to
monitor the status of this product. This product is expected to claim equally
effective analgesia at a lower number of milligrams of morphine, due to the
potentiating effects of the dextromethorphan. It appears unlikely that a
claim of less development of tolerance to the analgesic effects, compared to
morphine alone, will be given based on the clinical data we have seen to
date. However, it isdexpectedthat Algos will discuss the research supporting

PP 00222

 

 

 

 

 

NMDA inhibitor?s impact on the development of tolerance to analgesia and
allow the health care practitioner to make the. transition to Morphidex and
tolerance development.

An additional promotional message will be geared to physicians? desire for a
pain medication with the effectiveness of an opioid with less side effects. A
claim. of less opioid side effects due to lower morphine milligram quantities
may be expected. Physicians reported in market research that a decrease of
25% or more in opioid related side effects would be signi?cant enough for
them to change their opioid prescribing habits. However, even a smaller
percent difference is likely to have some impact on prescribing habits.

The dosing interval for Morphidex is likely to be q6h or q8h. This is not a
sustained release product, but rather the expansion of duration of effect of
the immediate release morphine by the dextromethorphan.

Although Morphidex would not be a. direct competitor for OxyContin
Tablets, since it would compete directly with MS Contin Tablets, this
product will likely be targeted against all long-acting Opioids. . 

Roxicodone -

Near the end of .1998, Roxane received an FDA ?approval? letter for their
q12h Sustained release oxycodone product, Roxicodone SR. They currently
have two mg and 30 mg tablets. To date, they have not
launched this preduct. We have received reports that some Roxane
representatives are discussing its future launch with health care
professionals. 

The 10 mg strength has been assigned a rating with OxyContin .
Tablets as the reference drug. The 30 mg strength remains unrated because
there is no reference product. It is expected that this product will launch in
late 1999 or early 2000 and will be positioned as a more affordable version
of OxyContin Tablets.

The 10 mg tablet creates the greatest risk to Oxycontin prescriptions, if 

- individual states andfor managed care plans accept Roxicodone SR as
therapeutically'equivalent to OxyContin. We will position Roxicodone SR
as not being therapeutically substitutable for OxyContin, due to the
signi?cant increase in blood levels seen, when dosed with a high fat meal.

 

.a

 

 

 

 

PRODUCT INITIATIVES

A.

Objectives

 
 

- To protect our market share from new competitors.

0 To continue to expand OxyContin Tablets use in the non?malignant pain market
by positioning it as the Opioid to ?Start With and'Stay With.?

0 To establish OxyContin Tablets as the opioid of choice in Step 2 of the WHO.

analgesic ladder by positioning it as the opioid to ?Start With? for non-cancer

pain management.

0 Continue to establish and as the ideal medications for
breakthrough andfor incident-a1 pain for patients on OxyContin Tablets.

0 Launch OxyContin Tablets 160 mg. for high dose non-cancer pain patients.

- Enhance the acceptance of opioids for nan-cancer pain. I

0 Increase the use of OxyContin Tablets in the elderly patient, particularly in the
long-term care market. 

0 Increase the use of OxyContin Tablets in acute and sub-acute conditions- g,
post-op pain, trauma, fractures where pain lasts more than 'a few days).

- Increase the use of OxyContin Tablets in the ambulatory surgery setting
following FDA approval of the SNDA.

Positioning Statements

. The analgesic efficacy of immediate-release oxycodone. The familiarity of
physicians with oxycodone is an important part of the message and has led to
rapid acceptance. This familiarity is a principal factor that should lead to
continued growth of OxyContin Tablets.

0 The ease of q12h dosing. Our market research indicates that the most important
feature of OxyContin Tablets, beyond the familiarity of oxycodone, is the q12h
dosing schedule 

- Onset Within one hour, comparable to immediate-release oxycodone. Recent
market research focus groups, discussing product attributes, indicated
OxyContin Tablets is perceived as being very effective, with a lower side effect
pro?le than its competitors and with a favorable dosing schedule. In the ?rst
half of 1998, OxyContin Tablets. were perceived to have a slow onset of action.
This. perception has improved through the ?rst half of 1999, as shown in market
research results. This onset of action message is very important in the. post-
operative pain market. -

. When an opioid naive patient needs an opioid analgesic, physicians should 
prescribe OxyContin Tablets. The many bene?ts of OxyContin Tablets make it.
logical as the opioid to start with (for patients who would otherwise be started

 

 

 

 

 

on Percocet, Lortab?, Vicodin?, Tylenol? #3 or Darvocet?, W.H.O. Step 2),
and the Opioid to stay with through preper titration as the disease progresses.
One to stay with. In 1999, OxyContin Tablets have been marketed for severe
non-cancer pain. The primary strategy in the non-cancer pain market will be to
establish OxyContin Tablets for a broader range of use thanis available to
combination opioids. OxyContin Tablets will be positioned as an opioid
physicians can initiate patients with and stay with through the entire course of
therapy. 
Promoting ease of use ?.including one-to-two day titration and encouraging the
use of higher dosage to reduce the number of tablets taken. By
encouraging assessment of pain on a daily basis, we can prevent physicians
from switching patients with more severe pain to MS Contin Tablets or
Duragesi-c. .

Effective in non-malignant pain states. In 2000, OxyContin Tablets will be more
aggressively promoted for use in the non-malignant pain market. The most
common diagnoses for non-malignant pain are back pain, osteoarthritis, injury,
and trauma pain. The major competitors for these diagnoses will be oxycodone
and hydrocodone combination products, as well as Ultram. OxyContin Tablets
will be positioned as providing the equivalent efficacy and safety of
combination opioids, with early onset of pain relief and the bene?t of a q12h
dosing schedule. The promotional efforts will focus on speci?c disease
such as back pain, osteoarthritis, re?ex sympathetic 
trauma/injury, neuropathic type pains, etc.

A single agent with no acetaminophen, aspirin or ibuprofen. OxyContin Tablets
is a single entity Opioidlagent without the. limitations in dosing present in'
products that are ?xed combinations of an opioid and a second agent like
acetaminOphen, aspirin, ibuprofen, or dextrornethorphan. There is added dosing
?exibility with single agent, since a variety of co-analgesics and adjuvant
medications can be used to enhance. the individual patient?s pain relief, while
having the freedom to dose the OxyContin Tablets as high as is clinically
necessary. There is also a decreased risk of side effects, or organ toxicity,
compared to products containing acetaminophen, aspirin, or ibuprofen.

No food effect. This attribute of OxyContin is particularly important in light of
Roxicodone SR. OxyContin Will- be promoted as being able to be dosed without
any need to limit or time food intake. This contrasts with Roxicodone SR,
which must be taken One hour before a meal, or at least two hours after a meal.

 

4m


 

 

 

 

 

Competition

0 Combination Opioids, (oxycodone, hydrocodone, codeine and prepoxephine
with APAP, ibuprofen, or ASA): moderate-to?rnoderately severe pain (Step 2 of
the ladder). 

0- Ultram: non-cancer pain.

. Duragesic: non-cancer pain. 

Methadone: Market research, as well as reports from the sales force, indicate
that methadone use is. increasing in both the management of cancer pain and
non-malignant pain due to its low cost. Clinical studies have also been
published over the last year regarding the effective use of methadone for cancer
pain management. While not yet a serious ?cernpetitor, this trend needs to be
monitored. 

- Morphidex: as noted earlier, this product may become a competitor in the
future, although its future is quite uncertain at this time." 

- Roxicodone SR: This second entrant into the sustained-release oxy'codone
market will compete for the ?start with? patient and for patients with stable pain
where a 30 mg q12h dose'is appropriate (one pill vs. three OxyContin 10 mg
tablets per dose).

Communication Objectives

0 Convince MDs to prescribe, (as well as RNs and appropriate pharmacists to
recommend), OxyContin Tablets instead of combination opioids or Ultram for
opioid-naive or opioid-exposed patients with moderate-to-severe pain lasting
more than a few days. Through proper dosing and titration, eliminate or delay
the need for other long-acting opioids.

- Broader OxyContin Tablets usage among various pain back
pain, Osteoarthritis, neuropathic pain, post-operative pain, etc.) will be stressed.

Convince health care professionals (physicians, nurses, pharmacists, and
managed health care professionals) to aggressively assess and treat both non?
cancer pain and cancer pain. The positive use of Opioids, and? OxyContin Tablets
in particular,?will be emphasized. 

- Convince patients and their families to aetively- pursue e?fective pain relief. The
importance of patients assessing their own pain and communicating the status to
the health care giver will be stressed. 

0 Put into perspective issues that the introduction of Morphidex may highlight: 
tolerance, Opioid side effects, the convenience of 12?hour vs. eight hour (or six 
hour) dosing, and ?exible vs. ?xed combinations of products in pain 

 

management.
- Emphasize BX rating ofRoxicodone SR 10 mg tablets to OxyContin 10 mg
Tablets as well as food effect for Roxicodone SR.



 

 

 

Selling Points
The One to Start it}!

The logical ?next step? for patients no longer tolerating or responding to non-

opioids conforms to the three- -step H. O. analgesic ladder.

The analgesic ef?cacy of immediate-release oxycodone? with the convenience

ofq12h dosing. 

Rapid onset of action (similar to short-acting opioids).

Pain control lasts 12 hours; two?to-three times longer than each dose of short?

acting products such as Percocet, Percodan, Tylox?, Vicod'in, Lortab, Lorcet,

Ultram, and Tylenol with codeine. OxyContin Tablets should only'be dosed

every twelve hours, as it is not an eight-hour drug.

Convenient q12h schedule won ?t interfere with patient?s daytime activities, or

nighttime rest and encourages compliance. -

Even q8h dosing interferes with activities and a good night? 5 sleep Q12h

closing 15 the most frequent acceptable dosing schedule for chronic pain.

Patient is less likely to anxiously ?clock Watch? when pain control is sustained.

over long periods. 

Single-entity agent avoids adding the potential toxicities of products

containing aspirin or acetaminophen, as well as allowing ?exibility in

prescribing concomitant NSAIDS.

our dosage bioequivalent and dose-proportional, are appropriate for

a broad range of pain. A ?fth dosage strength, 160 mg tablets, is expected to be

approved in late 1999. I

Small color-coded tablets are easy to identify and swallow an important

bene?t for elderly patients and those on multiple medications.

In studies of patients With non-malignant pain:

Rapid reductionin pain intensity over the ?rst 24 hours

By' day three, patients achieved 94% of their total pain reduction

Patients reported improved ability to sleep, walk, perform normal work,
interact with others, and enjoy life

May be titrated every one to two days.

The One to'Sray With

 

Q12h dosing provides smooth and sustained blood levels fewer peaks and
valleys than with immediate-release oxycodone.

Smooth and reliable pain control less frequent dosing than with PercoceL
Vicodin, or Tylenol with codeine

No maximum daily dose or ?ceiling? to analgesic ef?cacy may be titrated
upward as necessary. With full agonists, such as oxycodone, ?e?ectiveness with

increasing doses is not limited by a 

Patients avoid the added risk of gastric/hepaticfrenal toxicity that can occur with
products containing aspirin or acetaminophen.

.



 

 

 

Excellent compliance, high degree of patient acceptability during clinical trials.
Multiple dose are available to accommodate patients with severe
pain. Fewer pills to take and for physicians to prescribe. The introduction of
the 160 mg OxyContin Tablets will increase the dosing ?exibility.

Idea! for Long-Term Therapy

A single-entity oral agent, contains no APAP or ASA allows ?exibility of
independent coadrninistration and dosage adjustments with non-opioids of
choice. 
No deVeIOpmentof analgesic tolerance seen over 18 months of therapy in
osteoarthritis patients. - -

Q12h dosing convenience for both patients and staff.

1 2h increases the probability of a full night?s rest.

Eng to Live ith

The Delivery System Aliows Both Rapid and Prolonged .

Effective pain control may allow many patients teachieve the goal of
functioning as close as possible to the way they did prior to having pain.
Convenient ql2h schedule won?t interfere with patient?s daytime activities er
nighttime rest and encourages compliance.

The? ql2h desing schedule will make life easier for both the patient and
caregiver, as their days and nights will not be interrupted ?'equently by dif?cult
dosing schedules. 

Improved cOntrol of the pain may allow for greater patient independence, as

patients will not have to depend on others to dothings for them. It may also

result in more patients being able to be treated in the home environment.

Breakthrough medications and available for incident or
breakthrough pain. Polypharmacy can be avoided.

Common Opioid side' effects may be anticipated and effectively managed or
prevented. .
A signi?cant decrease in the percentage of patients reporting adverse events
(56.5%vs. 25.9%, was seen between the ?rst and last weeks of a
cancer study even as daily doses increased.

Absorption Over a 12-Hour Period

Bi-phasic absorption in the Acrocontin delivery system allows for early onset of
pain relief similar to short-acting Opioids, as well as a long-acting (12-hour)
component similar to other controlled?release opioids MS Contin Tablets).
Rapid absorption pain relief begins within one hour.

Prolonged absorption - pain control continues as tablet matrix slowly releases
Oxycodone granules at a constant rate over a 12-hour period.

100% of patients in clinical trials were dosed q12h.

?00223 .




1-43 

 

 

 

 

a 1-44

0' Special acrylic coating renders oxycodone granule? ?pH independent, allOwing
uniform release within an acid environment (the stomach), or an alkaline
environment (the intestines)

- ?pH independence? assures" .minimal effect of stomach contents on absorption
bioavailability unaffected by food or ingestion of other medications.

E35210 Titrare

- Steady state achieved 111 24-48 hours and remains constant thereafter. If needed,
pain assessment and titration are possible every one to two days.

0 In cancer studies:

Titration enhanced efficacy of therapy only 3.5% of cancer patients
discontinued, (due to inadequate pain control), when allowed to titrate and
use rescue medications.

Patients were titrated as quickly and easily with OxyContin Tablets as with
immediate-release oxycodone.

92% of patients were titrated to stable pain control With OxyContin Tablets,
compared with 79% for immediate-release oxycodone.

Average time to stable pain control was 1.6 days.

The goal of titration to effectively control pain With two or fewer rescue

doses per day.

to Dose

0 Small, color-coded tablets are easy to identify and swallow an important
bene?t for patients on multiple medications.

Vanety of permitSprecise titration to an effective dose. Breakthrough
or incident pain. can be managed with or avoiding
polypharmacy.

PP 00229




 

 

 

 

 

 

 

 

 

 

 

1-45
F. Target Audiences
1. Primary Audiences
Audiences .., Site Targets Comments . 
A. Physicians. (Primary) O?ice and 13,000 Target List IA 
0 IMS Hospital Decile 8, 9, or 10 for "strong" 
. Opioids who are also Decile for ?combo" opioids 
ANS .
. Sur Target List 18 
. . 7,600 Decile 10 for combo only but not
0 h/ledtcme on Target List IA
- Neurologists 
. Rhemnatologists 33,000 Target List 2
- Other Decile 9 and 10 for "Strong"
Opioids only
B. Physicians/Nurses . Hospice 27,000 . . 1
(Secondary) 
. . 0 Home Care . a
- ONCs . Of? -- 
Hem/Ono's - cc
Rad/Ones Hospital
- . ONC RNs 
o. . Nurse Practitioners
C. ManagedICare 348312.33de Care TBD PBMs
Organizations Fac111t1es . . 1P AS .-
. Directors of . Sta?? Models i
Pharmacy -- - i
a Clinical I I
Pharmacists
. Case Managers
0 Quality
Assurance 
Managers . -
I Other - 
D. - Long-Tenn 6,000 In?uential decision?makers a
. Consultant . Care Facilities 10,000 LTC fac111t1es 1'
Pharmacists - i
0 Nursing Home I
- MDs and RNs

 

 

 

 

 

 

 

 

 

1-46

2. Secondary Audiences

 

 

 

 

 

 

 

 

 

 

 

Secondary Audiences - 9 I
51?? - Targets Comments

A. Patients and

Caregivers . I
B. Residents/Fellows Teaching 6 TBD Provides the ability to in?uence I 
Hospitals . physicians still in training. Chief -
residents can be eSpeeially in?uential in .
. teaching facilities. 
C. Wholesalers . - 150 . I
D, Pharmacies . . Hospital 6,000 To assure appropriate stocking of the ?ve
. Retail - 60,000 dosage 

i
!i
i
PP 00231

 

   

 

 

VI. TACTICS

A. Sales Force Allocation . .
The deployment of our most valuable resource, the sales force, is critical to the 
continued success of OxyContin Tablets. Heavy promotional support will continue
in order to ensure appropriate awareness of OxyContin Tablets in the opioid market.

 

OxyContin will remain the primary product in calls on physicians who
predominately treat non?cancer pain. It will. be the second promoted product on
calls to physicians who predominately ?treat cancer pain.

Sales force allocation to OxyContin Tablets will continue at 70% of primary sales
calls in 1999. - . 

B. Representative Delivered Promotional Materials

Wholesalers/Chain Headquarters (National Accounts Managers)

Contacts will be made with wholesalers to ensure that there are appropriate
inventory levelsmg, and, when appr0priate, the
160 mg strength tablets. Adequate inventory levels of and will
also be ?ensured. -- .

Pharmacies

Representatives will call on chain and independent retail stores to make sure there is
adequate stocking of the OxyContin Tablets with particular emphasis on
increasing distribution of the 40 mg, 80 mg, and,lwhen appr0priate, the 160 mg
strength. Representatives will also continue to increase the distribution of .
and at the retail level. 

Hospitals
In an effort to continue gaining hospital fonnulary acceptance of OxyContin

Tablets, representatives will work with their Abbott counterparts to make calls on 1
all Pharmacy and Therapeutic committees. 

 

The hospital formulary kit and product data brochure will be utilized by the sales
force to provide the apprOpriate clinical data necessary to continue to add
OxyCo-ntin Tablets to hospital formularies. In addition, representatives will
continue to use the OxyContin Tablets tabletOp hospital diSplay pane-Is. Speakers?
Bureau lectures will be conducted during grand rounds, tumor board's, etc. The
focus of these presentations will be the addition of OxyContin Tablets to the 1
analgesic treatment annamentarium?. 1

The OxyContin Tablets post-Operative SNDA will add the ability to actively 1
promote OxyContin Tablets in the ambulatory surgery market. This will include 1
hospital-based same day surgery units. This will be a major initiative in 2000.

 

 

1-48'

JCAHO (Joint Commission Agency that accredits hospitals) is beginning a major
emphasis on pain assessment and treatment. We have an Opportunity to be seen as a
leader in helping hospitals meet the JCAHO requirements in this area through the
development of pain assessment and pain management materials geared to the
hospital setting

Managed Care Organizations

 

Managed Care Account Executives will target all major PBMs and IPA plans where

OxyContin Tablets are not on formulary. They will also promote the formulary
inclusion of and as well as adding the 160 mg strength of.
OxyContin Tablets when available committee members will be provided
with fonnulary kits and product data brochures.

The Partners Against Pain? program will continue to be expanded for the managed
care market, providing customized materials to meet their needs. Educational
materials will be offered to managed care organizations with their plan ?indicia?
printed on them. Consultations with pain management specialists, etc are being
explored as a possible value- added service offered through the Partners Against
Pain program.

Direct Mail

Mailin insg
A number of mailings are planned to support OxyContin Tablets in 2000. With the 

launch of the 160 mg tablets, announcement mailings will be sent to appropriate
health care professionals announcing the availability of this line extension.
Additional mailings will be done to support key OxyContin Tablets messages
following the launch of Morphidex as well as to support the use of OxyContin in the
post-operative pain area following SNDA approval.

Representative Follow-up Mailings-
Representatives will be able to send follow-up mailings to MDs and RNs after

making a call. This will be accomplished through the Quest system.

Journal Advertising 

The journal ad for OxyContin Tablets will continue to contain the ?Keep It Simple?
message begun in 1999, as well as the patient pro?le campaign for non-cancer pain
management. This humane, quality of life look, with pictures of patients with their
pain under control with OxyContin Tablets will discuss Speci?c pain states. This will
be a component of our Patients? Pro?les campaign that highlights. Speci?c pain states
such as osteoarthritis and low back pain. The journal schedule and publications used
will be chosen based on important specialties for treating non-cancer pain.

 

pp 00233 

 

 

 

 

 

 

 

Conventions

The OxyContin Tablets exhibit structure will feature graphic panels of the OxyContin
Tablets core creative concept as seen in our journal ads and visual aids. Panels
highlighting speci?c pain states from our Patients? Pro?les campaigns will be utilized
at appropriate conventions. For example, a panel highlighting the use of OxyContin
Tablets for osteoarthritis will be utilized at primary care conventions, as well as the
rheumatology and consultant pharmacist conventions. Various promotional activities
will be conducted at the booth to draw attendees into a discussion with our
representatives about OxyContin Tablets. -

PP 00234

qt"

 

 

 



OXYCONTIN Tablets Promotional Plan

 

 

 

 

 

 

 

 

 

 

 

 

 

 

First Quarter Second Quarter Third Quarter Fourth Quarter
. Total Cost I .

Program .2000 Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
Promotional Materials I
100 mg Tablets Launch $755,000 
?Taking Control oi Your Pain? $300,000 
Booklets
Promotionai Materiais $2,005,000 'x 
Reprintiseorders . I I
New Reprints $000,000 . 
Educa?onal Slide Kit for $450,000 x: x. 
Representatives 

Primary Care Expansion . 1
Primary Care Physician $00,000 5
Visual Aid on Pain I --

OxyCon?n vs. Combo $150,000 
Analgesic Slim Jim
2000 Prescribing Guide - $70,000 
Guidelines for use of opioids $100,000 i
inlnon-rnaiignant pain 
OxyContin Annotated $150,000 
Prescribing Information - - i
. . - . 1
Pain Terms De?nition Tear $100,000 Primary Care crinioa $150,000 i
Background - OxyContin in 
Low Back Pain
PP. 00235
I I i 
i

 

 

 

 

 

 



 

 

OXYCONTIN Tablets Promotional Plan

First Quarter Second Quarter Third Quarter- Fourth Quarter

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Total Cost.

Program .2000 Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
New Patient Pro?les
Regional Highlights in Pain $100,000 
Management -
Pain Clinic Focus
CME Critical Pathways $50,000 
workbook 
Men-sana Diagnostic $100,000 - 
Program 
PCA Conversion to $50,000 I 
OxyContin Quick Reference -
Wail Chart
OxyContin Clinical Highlights $100,000 
-Review 
Manage the $50,000 
the Recovery 
Post-Op SNDA $100,000 x- 
Patient Education
OxyContin Patient Instruction $200,000 - 
Booklets
JCAHO
OxyContin Scroll Pens $300,000 .x x- .x 
JCAHO Resource Binder $225,000 
with Tabbed Section
Pain: The Fifth We] Sign - $240,000 
,cnpboard . . 
.
i

 

 

 

 

 

 

91-52

OXYCONTIN Tablets Promotional Plan

First Quarter

 

 

 

 

 

 

 

 

 



 

 

 

 

 

 

 

 

Second Quarter Third Quarter Fourth Quarter
Totat Cost 
Program .2000. Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
.Pain: The Fifth Vital Sign 550,000 
Wail Chart
Wisconsin Pain. Initiative $500,000 .X
Resource 'Buitding an
Institutional Commitment to
Pain Management?
Premium items
OxyContin Canvas Tote $250,000 'x
5.395
OxyContin Mag Light $125,000 
New Competition
Fact Sheets $80,000 
Reminder" Post Cards $15,000 
Managed Care
OxyConti'n Template $100,000 
Package (MC)
Template Binder (LTC) $75,000 .I 
Journal Advertising $4,000,000 
Journal Ad Production
NewJoumalAds 050,000 
?Post-op
-PHN
?Fibro
PP 00237
I 

 

 

 

 

. 1-53 .

I.

OXYCONTIN Tablets Promotional Plan

First Quarter Second Quarter Third Quarter Fourth Quarter

 

 

 

Total Cost
Program '2000 Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
Sgecial Programs
OxyContinStarterPakwim $6,000,000 x. x. 

PCS Card

Relaunch orParmersAgainsl $975,000 
Pain (induding materials) . . .

Regulatory Environment $750,000 
Program - -
Direct Mail

Case Study Direct'Maii $300,000 

combines existing pro?les

with reminder points to PCPs

JCAHO Direct Mail $50,000 - 

Osteoar?lritis Direct Mail: $300,000 - . - -

PCP Audience . -

Power Pak - Phannacy $30,000 - . 

Education'Ma'iling

 

PAINP Mailer $100,000 
Mailer $100,000 .x 

Representative Follow-up $385,000 .X I
Letters a I 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Keep it Simple Mailers $300,000 

PP 00238

Q-I

 

itil-54

oxrcomin Tablets Promotional Plan . - 

 

 

New or 2nd Qtr. 3rd Qtr. 4th Qtr. 1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Total Cost
Program Usage Repeat No.Pleces No.Pleces No.Pieces .2000], Cost . Cost Cost Cost 2000 i

 

Prom tlonal Materials

 

160 mg Tablets. Launch To support printing and New 2,000 TBD TBD $50,000 . $357,500 $357,500 $765,000

promotional materials - 
revisions for the 160 mg - .
tablet. 

"Taking Control of Your Patientbooklets on pain New 100,000 100,000 $300,000 - $300,000
Pain' Booklets developed with Tufts - I: I -
University Hospital (in five
languages).

  

Reprints/Reorders successful materials based
on 1999 utilization and ?eld
force expansion. Includes
purchase of outserts used in
promotion.


PromotionatMaterlais To provide reprints of Repeat. . NM NM MA MA tannin $606,250 $666,250 $656,250 $666,250 $2,665,600

New Reprints Reprints tor OxyContin New 75,000 75,000 75,000 75,000 300,000 $75,000 $75,000 $75,000 $75,000 $300,000

Educational Slide Kit for Acomprehensivein-service New 250 250 250 250*_ 1,000 $115,000 $115,000 $115,000 $115,000 .. $460,000
Representatives slide kit on pain .

managementto educate key . - 
customers.

 

 

 

 

 

 

PP 00239

. .. .

 

 

 

 

 

 

 

 

 

 

 

 

w"

OXYCONTIN Tablets Promotional Plan

 

Program

Usage

New or
Repeat

Qtr.
No. Pieces

2nd Qtr.

No. Pieces

3rd Qtr.
No. Pteces

Total Pieces
2000

Qtr.
Cost

2nd Qtr.
Cost

3rd Qtr.
Cost

4th Qtr.
Cost

Total Cost
2000

 

Primary Care Expansion

Primary Care Physician
Visual Aid on Pain

OxyConlin vs. Combo
Analgesic Slim Jim

2000 Prescribing Guide

Guidelines for use of opioids
in non-malignant pain

OxyConlin Annotated
Prescribing Information

 

A visual aid which will
address the issues faced by
PCPs in the treatment of
pain.

A slim Jim visual which
focuses on combo vs. single
entity, IR vs. CR and
bene?ts of q1 2h dosing.

A combined program
(Senokot and OxyContin)
with a focus'on pain
medications which cause
cons?pauon.

A compendium of current
references which support
the use of Opioids in the
treatment of non-malignant
pain.

A graphic visual which calls
out the key inform alien from
the OxyContin prescribing
information.

 

 

New

New

Repeat

New

New

 

20,000

50,000

50,000

50,000

 

 

50,000 

 

PP 0.0240

 


50.000

4 sopoo

50,000

50,000

 

 

$80,000

$150,000

$70,000

$100,000

 

 

$150,000

 

 

 

$00,000

$150,000

$70,000

$100,000

$150,000

1?55

 

 

 

OXYCONTIN Tablets Promotional Plan

 

Program

Usage

New or
Repeat

Qtr.
No. Pieces

2nd Qtr.
No. Pieces

3rd Qtr.
No. Places

4th Qtr.
No. Pieces

Total Pieces
2000-

ist Qtr.
Cost

2nd Qtr.
Cost

3rd Qtr.

Cost

4th Qtr.
Cost

Total Cost

 

Pain Terms Definition Tear
Pad

Primary Care Clinical
Background - OxyContin in
Low Back Pain

New Patient Protlles

Regional Highlights in Pain
Management

Pain Clinic Focus

CME Critical Pathways
Workbook

Mensana Diagnostic

Program

 

pain physician.

A tear pad Version of the
terminology visual.

To expand the results of
OxyConlln studies into the
primary care audience.

Regional testimonials on
pain management success
stories which will be
compiled into new pro?les to
expand acceptance or'
optolds in treatment of non-
malignant pain.

A case study format 
designed to challenge the

A third party reference for
physicians to utilize when
diagnosing ?problem?

 

patients.

 

 

New

New

New

New

 

50,000

10,000

TBD -

 

 

PP 00241

50,000

TBD

 

TBD-

 

50.000

50.000

TBD

10,000

Tee

 

 

 

$100,000

$50,000

$50,000

 

$150,000

$50,000

 

$100,000 .

. $150000

$000,000

 

2000

- $100,000

$50,000

 

$100,000

 

 

 

 

OXYCONTIN Tablets Promotional Plan

 

 

Program

Usage

New or
Repeat

Qin-
No. Pieces

20d Qtr.

No. Pieces

3rd Qtr.
No. Pieces

4th Qtr.
No. Pieces

Total Pieces

ist Qtr.
Cost

2nd Qtr.
Cost

3rd Qtr.
Cost

4th Qtr.
Cost

Total Cost

 

PCA Conversion to

Wall Chart

OxyContin Clinical .
Highlights - Review

Manage the 
the Recovery

Post-0p SNDA

Patient Education

OxyContin Patient
Instruction Booklets

 

Designed to be a quick

OxyConiin Quick Reference reference for clinicals based

on most popular parenteral
opioids to OxyConlin
conversions.

A clinical review of current
0xyContin data.

A quick reference card
which focuses on OxyContin
bene?ts in post-operative
setting.

New materials to support
expanded indication in post-
operative market.

Small booklets which can be
read by patients to outline
preper administration of
OxyContin Tablets.

 

 

 

New

New

New

new

New

 

 

50,000

50.000

200,000

 

50.000 

 

 

PP- 00242

TBD

 

- 2000

. 1:50.009

50,000

Top

200,000

 

 

 

$50,000

$50,000

$200,000

 

$100,000

$100,000

 

 

$100,000

2000 -

$50,000

3100.000



 

 

 

$200,000

 

 

 

OXYCONTIN Tablets Promotional Plan I

1?58

 

 

New or 'an Qtr. 0rd Qtr. -4th Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Total Cost
Program Usage Repeat No.Plecas No.Pleces N_o.Pieces N.o.Pieces-? 2000 Cost Cost Cost Cost 20% 

 

JCAHO 

OxyContin Scroll Pens A pen with OxyContin ?New 50,000 I . 50,000 50.000 150.000 . $100,000 $100,000 5100.000 5300.000
conversion and titration - ..
information.

JCAHO Resource Binder A binder which will outline New 20,000 20.000 $225,000
with Tabbed Section the tools from Purdue lo . .
help aid in JCAHO
compliance as well as
provide template examples
of tools currently being used
for assessment. etc. . - 
Contains CDIROM which will - 
allowaccounts to customize 
examples of resource tools.

0225.000

Pain?Thethwm?S?Q" Apainassessmenlc'ipboard New 20.000 20.000 20.000 20.000 00.000 $60,000 $60,000 360000 36000010240000
Clipboard which is targeted to hospital . a . .
and outpatient setting.

Pain: The Fifth Vital Sign Awaitbhartassessmenliool New . 50,000 550.000 $501000
Wall Chart ioruse as well . . -

- asiheomceseiingio - - 
assess pain. 1, - .

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



 

 

 

 

OXYCONTIN Tablets Promotional Plan

 

 

New or 1st Qtr. 2nd Otr. '3rd Qtr. 4th Qtr. Total-Pieces 2nd Qtr. 3rd Qtr. 4th Q'tr. Total Cost i
Program Usage Repeat No.Pleces No.Pleces No. Pieces No. Pieces 2000 Cost Cost Cost Cost 2000 

 

 

Wisconsin Pain initiative Aresource which?can be New TBD TBD TBD TBD TBD $125,000 $125,000 $125,000 $125,000 $500,000
Resource ?Building an offered by the representative - - -

Institutional Commitment to to key institutions who are
Pain Management? gearing up for JCAHO
review regarding pain
Standards.

 

Premium Items

OxyContin Canvas Tote Quality denier nylon tote bag New 251000 . 25?000 - 32501000 32501100
Bags embossed with OxyContin. .- - - .

 

OxyContin Mag Light A mini ?ashlight of high New 25.000 . - 25,000 $125,000 $125,000
quality embossed with .. .. . . .
OxyContin logo.

New Competition

 

Fact Sheets Afaotsheetcornparison New TBD TBD TBD TBD 410,000 $20,000 $20,000 $20,000 $20,000 $80,000

- piece to highlightOxyContin . .
advantages over future
competition.

 

 

 

 

 

 

 

PP 00244

 

 

 

 

 

 

 

 

 

 

 

OXYCONTIN Tablets Promotional Plan

 

New or 2nd Qtr. 3rd Qtr. 4th Qtr. Total'Pi-eces 1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Total Cost
Program Usage Repeat No.Pleces No.Pieces No. Pieces No. Pieces 2000 Cost Cost Cost Cost 2000

 

 

Reminder Post Cards Leave-behind versions of New 50.000 "50.000 $15,000 - $15,000
our Keep It Simple direct - -. -. - 
mail or other creative
direction focusing on
OxyContln features and
bene?ts. -

Managed Care . . a

OxyContln Template Atemplate package to - New . TBD I TBD 540300 540.000 $20,000 
P3911309 (MC) support promotional efforts . . . . .
in managed care.

Template Binder (LTC) A template binder to support New TB 0 . $751000 $751000
Promotional eiiorts In leng- - 
term care.

 

Expanded focus for 2000 to Repeat . TBD. TBD TBD TBD . $1,000,000 $1,000,000 $1,000,000 31.000300541000000
tnctude primary care. - .
orthopedic surgery. general
surgery. long-term care,-
anesthesia and
rheumatology.

 

 

 

PP 00245

 

 

 

 

 

 

 

 

 

 

 

. In: .. 



.9

1-60

 

 



OXYCONTIN Tablets Promotional Plan

 

Program

Usage

New or
Repeat

Qtr.
No. Pieces

2nd Qtr.
No. Pieces

3rd Qtr.
No. Pieces

4th Qtr.
No. Pieces

Total Pieces

2000

Qtr.
Cost

2nd Qtr.
Cost

3rd Qtr.
Cost

4th Qtr.
Cost

Total Cost
2000

 



Journal Ad Production

New ads to Primary Care
Journals

- Post-op
PHN
- Fibre

eciai Pro rams

 

OxyContln Starter Pair with
PCS Card

Relaunch oi Partners
Against Pain (including
materials)

Regulatory Environment
Program

 

. .

Creation of new OxyContin
ads which incorporate new
focus of ?keep it simple.?

A PCS program with
?exibility targeted at high
potential prescribers oi
OxyContin to initiate trial
therapy in non-cancer pain.
Program through Porter
Novelli pain survey.

To expand the in?uence of
Partners Against Pain and
build brand equity.

To monitor and in?uence
policy and public information
related to pain.

 

 

New

New

New

New

 

TBD

NIA

 

TBD

50,000

730

NM

TBD

50,000

TBD 

NIA

 

 

PP 00246

50,000

TBD

NIA 

 

730

150.000

TED

NIA

 

$243,750

$187,500

$25,000

$2,000,000

$243,750

$187,500

 

 

$25,000

$2,000,000

$243,750

$187,500

$50,000

 

$2,000,000 $6,000,000

$243,750 $975,000

 

 

 

$107,500 $750,000

 

.

OXYCONTIN Tablets Promotional Plan



. 

1?62

 

Program

Usage

New or
Repeat

1 st Qtr.
No. Pieces

20d Qtr.
No. Places

3rd Qtr.
No. Pieces

4th Qtr.
No. Pieces

Total Pieces
2000

1st Qtr.
Cost

200 Qtr.
Cost

3rd Qtr.
Cost

4th Qtr.
Cost

Total Cost
2000

 

Direct Mail

Case Study Direct Mail
combines existing pro?les
with reminder points to
PCPs.

JCAHO Direct Mail 

OsteoarthriUs Direct Mail:
PCP Audience

Power Pak - Pharmacy
Education Mailing

 

'k
WW- I

Direct mail compaign
targeted to hospital
administration and EVA
personnel for JCAHO pain
standards to support
representative efforts
regarding JCAHO.

A direct mail program
targeted to primary care
physicians on the
effectiveness of Ox'yContin
in osteoarthritis. Focuses on
quality of life.

A cooperative mailer
containing information to
educate pharmacists on
terminology of pain (is. .
addictionipseudo-addictlon)

 

-. New

 

New

New

New

 

50,000

 

50,000

5,000

65,000

5,000

50,000

 

 

.
4.

50,000

 

100.090

10.000

100.000

 

$150,000 $150,000 $300,000

$25,000 $25,000 $50,000

 

 

$150,000 $150,000 $300,000

$30,000

 

$30,000

 

 

 

 

 

 

oxvcourm Tablets Promotional Plan 

 

 

   

New or Q-tr. 2nd Qtr. 3rd Qtr. 4th Qtr.

. . 1st Qtr. .2nd Qtr. 3rd Qtr. 4th Qtr. Total Cost
Program Usage Repeat No.Pleces -No.Pleces No.Pleces No.Pleces

C-os-t' Cost Cost Cost f- 2000.

 

 

 

 

PNNP Mailer A direct mail program New 20.000
focused on the value of
PAINP in diagnosing and
treating pain;

$130,000 $100,000

OBIGYN Mailer - A direct mail program New '3 - 10.000 
- focusing on quality of pain 

management after operative

gynecological procedures.

5100.000 ??51009??

Representative Follow-up Quest system letters which Repeat 70,000 70,000 70.000 70.000
Letters will be sent by . 
representatives following a
sales call. 

$06,250 $96,250 596.250 $96,250 $385,000

 

 

Keep it Simple Mailers A direct mail campaign on Repeat TBD TBD TBD

early adoptions of new 
technology in light of future
competition.

375.000 $75,000 $5,000 575.000 

 

 

 

 

 

 

 

 

 

 

 

 

 

PP 00248

eat."
?Mr-mammal" 
. .-

 

 

 

v. Total sap Overview 
(0003)

1998 2000 Change 
of 
Sales 99196 00199 

100% 116.1% 41.5%

1999
0f I
Sales Est.

100% $659,455

Of
Sales

1 00%

Actual
$305.143

Proj.

Sales $933,000

Marketing Promotion

Promotional Materials
Direct Mail
Journal Advertising

$3,872
$308
$1,906

1.3%
0.1%
0.6%

$7,996
$885
. $2,526.

1.2%
0.1%

$8,623
$1,729

0.9%
0.2%

106.5%
187.3%
32.5%


95.4%
62.6%

0.4% $4,107 0.4%
Total Direct 
Advertising $2,214
Samples $3
Agency Fee $813
Special Promotions $220
Co-op Advertising $24
Conventions $821
Abbott Commission $20,122

0.5% $5,836
0.0% $0

0.7% $3,411.
0.0% $0
0.3% $1,075
0.1 $6,545
0.0% $0
0.3% $1,077
6.6% $49,282

0.6% 54.1% 71.1%

0.0% 400.0% NA
0.2% $1,387 0.1% 32.2% 29.0%
1.0% $9,171 1.0% 40.1%
0.0% $0 0.0% 400.0% NA
0.2% $1,051 . 0.1% 31.2% 2.4%
7.5% $71,576 7.7% 144.9% 45.2%

Total Marketing Premotion $28,089 9.2% $69,386 10.5% $97,646 10.5% 147.0% 40.7%

TOtal Allocatlon $79,605 26.1% $114,730 17.4% - $104,116 11.2% 44.1% 

Total $107,694 35.3% I $184,116 27.9% $201,762 21.6% 71.0%

Includes MHC and LTC

PP 00249

 

 

 

 

 

 



Sales

Marketing 8. Promotion
Promotional Materials
Direct Mail

Journal Advertising

Total Direct MalIlJoumal 
Advertising

Samples

Agency Fee

Special Promotions
Co-op Advertising
Conventions

Sales Agent Commission

Total Marketing 8. Promotion
Total Allocation.
Total 

Includes MHC and LTC

MSC 1999
of
Actual Sales

$109,199 100%

$1,260 1.2%
$511 0.5%
$0 0.0%

$511 0.5%
$0 0.0%
$0 0.0%

$498 0.5%
$0 0.0%

$85 0.1%
$0 - 0.0%

$2,362 2.2%
$14,384 13.2%

$16,746 15.3%

V. Total Overview
(0005)
MS I 

MSC 2000 OXY 1999
of of

Est. Sales I Est. Sale:
$90,000 100% $059,455. 100%

$1.270 1.4% $7.996 1.2%
$391 0.4% $885 0.1%
$0 0.0% $2,525. 0.4%

$391 0.4% $3.411 0.5%
$0 -1 0.0% $0 0.0%
$0 0.0%
$0 0.0% - $0,545 1.0%
$0 0.0% $0 0.0%
$0 0.0% $1,077 0.2%
$0 0.0%

.661 1.8% $69.386 10.5%

$16,191 18.0% $114,730 17.4%

$17,852 19.8% $184,116 27.9%

PP 00250

$1.075 0.2%

$49,262 7.5%

OXY 2000 Combined
of - of

Pro]. Sales OXY 2000 Sales
$933,000 100% $1,023,000 100.0%

$8,623 0.9% $9,993 1.0%
$1,729 0.2% $2,120 0.2%
$4,107 0.4% $4,107 0.4%

$5,636 0.6% $6,227 0.6%
$0 0.0% 0.0%
$1,387 0.1% $1,387 0.1%
$9,171 1.0% $9,171 0.9%
$0 0.0% $0 0.0%
$1,051 0.1% $1,051 0.1%
$71,578 7.7% $71,578 7.0%

$97,646 10.5% $99,307 9.7%

$104,116 - 11.2% $120,307 11.8%

$201,762 21.6% $219,614 21.5%

. .1 

 

1?65

 

 

 

I MS Contin? Tablets

 

PP 00951 .