2002 BUDGET PLAN Pages 1?30 through 140, 1-43 and 1-44 redacted PP 00303 H. ASSUNIPTIONS A. To date the market for OxyContin? Tablets consists of patients with both cancer pain and non-cancer pain. The non-cancer pain market is the signi?cantly target market. In 2000 sales of Opioids were $2.1 billion for non-cancer pain compared to $396 million for cancer pain. However, due to the recent addition of a black box warning and modi?cation of the approved indication, the ability to expand OxyContin Tablets use in non-cancer pain will be more challenging. It is unlikely that an Opioid approved by the FDA in the future will have as broad of an indication as OxyContin now enjoys. However, we still expect that new and existing single agent and combination analgesics will expand their promotion to nonmalignant pain as well. In accordance with the approved indication, OxyContin Tablets should be initiated at'the appropriate point in the patient with moderate to severe pain when a continuous. arOund-the-clock opioid is needed for an extended period of time. Abuse and Diversion. Beginning in 2000, OxyContin Tablets sales have been under assault due to the media reports of abuse and diversion of the product in certain geographic areas. Attention to this problem has intensi?ed extensively in 2001. This attention has come from the media (television, print, internet), Food and Drug Administration, and. the DEA. The poor education and understanding of the issues surrounding pain management, abuse, and diversion has ?ieled a national debate on the legitimacy of Opioids for the treatment of non-cancer pain. The reality .as shown by the Pain In Anierica Survey, conducted by Purdue and a consumer research . organization, as well as other surveys, is that moderate to severe pain is left untreated or undertreated everyday by healthcare providers. The media?s attention to abuse and diversion of OxyContin Tablets has provided state Medicaid plans and some HMOs, concerned about? the affect the product is having on their budget, an excuse to look for ways to limit the prescribing of OxyContin Tablets. B. Fixed Combination Opioids Oral opioids in combination with either APAP (acetaminophen) or ASA (aSpirin) remain the most commonly prescribed opioid analgesics. These combinations are being prescribed by all physician populations who write approximately 146 million prescriptions per year. DeSpite the high, pp 00309 .?gon as Percocet, Vicodin?, Lorcet? and Darvocet-N?, moderate to severe volume of prescriptions being written for these combination opioids such pain remains grossly underneated. (Pain in America Survey). The short duration of action of these oral 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 participateteasily in many normal activities. The combination of an Opioid with APAP or ASA limits the ntunber of tablets that can be prescribed because of potential liver or gastrointestinal toxicity. The APAP component also has the potential to mask fever in patients with cancer and infections. All of these factors, asSociated with the choice of opioid analgesics in Step 2, as well as the large dollar and prescription volume of this class of drugs, provide a' continuing opportunity for a single-entity, long?acting oxycodone product to treat moderate to severe pain of an extended duration, OxyContin Tablets. "Endo Pharmaceuticals launched line extensions of Percocet in February 2000.. These line extensions of the 2.5 mg, 7.5 mg .and 1.0 mg tablet formulations was launched to capitalize on the success cf oxycodone made possible by OxyContin Tablets. In 200.1 prescriptions for the new dosage of Percocet contributed to growth of the entire brand by over lmillion prescriptions. Single Entity Opioids Long-acting morphine and transdennal fentanyl provide physicians with two long-acting products to. meet the needs of patients with moderately severe to severe pain. However, these products possess disadvantages Such as the stigma that surrounds morphine and the reluctance of physicians, nurses, and pharmacists to use them. Hydromorphone is considered a potent Opioid analgesic, but has been limited in its use for chronic pain due to the need to dose it at least every six hours for consistent around-the-clock pain relief. OxyContin Tablets will continue to be utilized for severe pain, as evidenced by an increase in the sales volume OxyContin Tablet during 2001 .. 0 MS Contin Tablets/Generic Sustained ReleaSe Morphine MS Contin Tablets had been considered the gold standard for treating moderate to severe cancer pain. In fact, some physicians, .3 PP 00310 particularly oncologists, continue to switch patients with more severe pain from OxyContin Tablets to MS Contin Tablets. In spite of stiff competition from Duragesicg, Oramorph SR9, OxyContin Tablets and generic sustained-release morphine (Endo?s AB rated generic), MS Contin Tablets prescriptions have continued to exceed eXpectations. Total prescriptions for MS Contin (J an-Jun ?00 Compared to Jan-Jun ?01) grew by MS Contin prescriptions, plus our generic prescriptions, have decreased 4.0% (16,877) Jan?Jun ?00 compared to Jan?June ?01. Generic sustained release morphine continues to be an alternative that decreases the cost of Opioid therapy with quh dosing. An AB?rated generic to MS Contin is produced by Endo. When distribution is adequate, it is likely that a ?maximmn allowable charge? (MAC) will be dev-eIOped for MS Contin Tablets, increasing signi?cantly the rate of substitution. To date the MAC has not occurred; however, it was proposed and delayed in 2000. In addition, generic MSER has now captured. approximately 33.8% of the prescription volume Of the "long-acting morphine category. For the ?rst six months ending June Versus the same time period last year, the SR morphine category of presoriptions grew by 19-6% (144,909)- Total prescriptions of generic su-stainederelease morphines are shoWn in the tables below. REDACTED- Duragesic- Jens-sen has been targeting the moderate-to-modera?tely 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 - Opioi'ds, as they stress convenience, lower side effects. (particularly constipation), and increased quality of life. In 2001 Janssen is continuing to seek to replace Vicodin, Percocet, OxyContin Tablets and MS Contin Tablets prescriptions. Janssen has. been expected to gain FDA approval for a patch, but this has not occurred to date. It is expected. to be promoted as a titration and early entry dosage form used to capture earlier starts for patients. The 12.5 mg strength is also being studied in pediatric patients and, if successful, is expected? to - extend the patent life ofDuragesic through December 2004.. Field reports have revealed at least one direct head-to?head study of Duragesic and OxyContin Tablets in nonmalignant pain. In addition, it has been reported that Janssen sales representatives are using improper techniques to capitalize on the negative press surrounding OxyContin . Tablets and the issue of abuse and diversion. anssen also published an article in the Journal of Pain and Management in 2001 that attempted to show improved pharmacoeconomic benefit for Duragesic. anssen is utilizing this?data in the managed care'setting. J'anssen has a dedicated sales force targeted Speci?c-ally to the long- term care (LTC) market. In addition to marketing" Duragesic, they are promoting Ultrani? for Ortho-McNeil in this market. Ultrarn is provided as a Step to Step 2 analgesic, while Duragesic is promoted as a Step 2 to Step 3 analgesic. Janssen has been stressing decreased side effects, eSpecially constipation, as well as patient quality of life, as supported by patient PP 00312 ratings compared to sustained release morphine. We do not have such data to support Oxycontin promotion. They have expanded their patient preference claims to oral opioids. In addition, Janssen, has been using the ?life uninterrupted? message. in promotion of Duragesic for non-cancer pain, stressing that Duragesic ?helps patients think less about their pain.? "This is a competitive advantage based on our inability to make any quality of life claims. Due to the above, it is likely that Janssen will continue to target primary care physicians (internists and selected family practice physicians), as well as oncologists. We estimate that their 2001. journal spend will be approximately $300,000 based "on $75,000 in journal I Spend January-March 2001. This compares to $494,000 Spent in 2000. Kadian? In 2001 Faulding continues active promotion of Kadian. The promotion of Kadian centers on its 24-hour dosing, its sprinkle formulation, and cost effectiveness. In addition, Kadian added the indication for use in .NG tubes and began promotion in late 2000. 'Field reports indicate comparative studies of OxyContin vs. Kadi-an in progress. . Faulding?s main program to support Kadian has been the continuation of their ?Script Voucher? program with a free 30?capsu1e supply of Kadian- at the retail pharmacy. Kadian prescriptions have increased 70.8% (+51,714) year-to-date Ian-June 2001. Kadian preacriptions averaged 8,619 per month for the time period Jan-June 2001. Recent weekly data indicate a sharp increase in Kadian prescriptions. For the week ending July 27, 2001, weekly prescriptions are up 94.6%. Kadian is now available capsules for patient convenience and dosing ?exibility. The 30 and 60 mg allow for easier conversion for patients initially on MS Contin. In addition, recent promotional messages for Kadian include the addition of conditions such as failed back, chronic musculoskeletal disorders, degenerative joint disease, rheumatoid arthritis and ankylosing spondylitis, clearly a move to capture a greater share of the non-cancer pain market. Oramoggh The ?iture promotion of Oramorph by Roxane is uncertain. In 2001 it was announced that the Roxane division of Boeringer Ingleheim (31.) was available for acquisition. Assuming acquisition by another competing company does not take place, B.I./Roxane is expected to PP 00313 continue promotion of Oramorph SR by positioning it as a cost?effective alternative to MS Contin. Individual Roxane representatives are also promoting Oramorph SR as a cost effective alternative to Oxycontin Tablets, utilizing a. 1:1 conversion of morphine to oxycodone . During 2001 Roxane continues an Oramorph SR promotion that combines promotionof their pain products with other palliative care products under a Roxane Palliative Care Products runbrella. As a reSult of the continued promotion of Oramorph SR Versus MS Contin and MSEK Oramorph SR prescriptions increased 3.8% to a? total. of 136,283 (Jan-June 2001), an increase of approximately 5,000 prescriptions. A press release by Elan announced a portfolio of?pain management products from Roxane Laboratories, Inc.., a subsidiary of the Boehringer Ingelheim Corporation. These products are marketed in the United States and generated in excess of $50 million in revenue for 2000. The portfolio of products includes RoxicodoneTM imr?nediate'r?elease oxycodone hydrochloride and Oramorph (sustained release morphine-sulfate); .PCA Pumps The 2000 sales of injectable morphine were $78,441,000 a decrease of approximately from .1999. Market research lists PCA pumps as a form of cancer pain management used (along with MS Contin Tablets - and Duragesic) when OxyContin Tablets is perceived to be ineffective, no longer tolerated, or the patient has problems swallong pills. While a percentage of-the patients changed to PCA pumps may notbe 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 aggressively promotes their implantable pump in the ho.Spice market, as well as for other chronic pain patients. For non?hosPice patients reimbursement issues can play a key - role. Medicare will pay for pump implantation as well as the medication re?lls. Medicare does- not reimburse for oral analgesics like OxyContin Tablets; however, the debate regarding a Medicare dru bene?t in Congress continues. - In the post-operative patient OxyContin Tablets are positioned for post-PCA pain management. A clinical study (Ginsberg) has supported OxyContin Tablets use in the post-operative patient; however, our promotion is limited to the approved labeling, which is limited. The recent FDA required revisions to the OxyContin prescribing information support our continued promotion in the postOperative PP 00314 setting. Abbott Laboratories retains main responsibility for the postoperative market; however, they also continue to promote ViCOprofen in the 12?24 hour position prior to the initiation of OxyContin Tablets- Knoll, the manufacturer of Vicoprofen, is now a division of Abbott Laboratories after the acquisition of Knoll by Abbott in late 2000 to early 2001. D. OxvContin Future Opportunities New Labeling Approved July 2001 The. action by the FDA to clarify the OxyContin Tablets labeling has created enormous .opportunities. In effect, the FDA has expanded the indication for OxyConti'n Tablets to any patient with moderate to severe around?the?clock persistent pain, provided that the pain is moderate to - severe, and expected to be for an extended duration. This broad labeling is likely to never again be available for an opioid seeking FDA approval. i This may give OxyContin. Tablets a competitive advantage. This is a positive action which helps to combat the negative reports perpetuated by the media- JCAHO Pain Management Initiative JCAHO (Joint Commission Agency that accredits hospitals) will continue to be the focus of a major initiative focusing on pain . . assessment and treatment. Purdue has taken a majdr leadership role . i in helping hospitals meet the JCAHO requirements in this area 5 through the development of pain assessment and pain management material's geared to the hospital setting. Purdue supported the educational efforts of the CAHO in an exclusive agreement throughout 2001 by supporting two pain summits and seven regional educational symposia. Purdue also supported the deveIOpment of a video series to educate providers, as well as education for the JCAHO pain summits with unrestricted educational grants. Another signi?cant Opportunity presents itself in 20-02 for Purdue to support the efforts of CAHO. This initiative represents an opportunity to provide true valueeadded education on pain management and, at the same time, continue Purdue?s leadership in pain management.\\As. a whole, the initiative has provided the ?eld forcewith many opportunities to conduct in-service presentations and to position OxyContin appropriately for pain. PP .. 4w" Expected Competitive Entries in 2002 . The promotional objective for OxyContin Tablets will be to defend our market position against new competitive entries with the exception of Palladone and Norspan Transdermal System, in both cancer and non- cancer pain, and enable continued growth of OxyContin Tablets in both the cancer and non-cancer pain markets. Potential new competitors in 2002 include: Dilaudid SR Knoll Pharmaceuticals received an approvable letter for? controlled- release hydromorphone in early 2000. The NDA for the 'Dilaudid SR formulation is now owned by Abbott Laboratories. If launched, Dilaudid SR poses an. additional threat to OxyContin. An for ziconitide (SNX 11 l) was approved in July 2000. ?Ziconitide is marketed by Elan. New information indicates a substantial delay due to toxicity issues in the introduction of ziconitide for intractable neuropathic pain. Should ziconitide launch in 2002, it will present a challenge to OxyContin by competing for neuropathic . pain patients, who are currently on high doses of opioid to treat their pain. Ziconitide willybe prescribed by anesthesiologists who currently employ the use of the implantable pump. Elan Pharmaceuticals is developing a Q24hour oral formulation of morphine sulfate. Market research reports have indicated that an NDA for this formulation was ?led in the US in May 2000. It is expected that approval could be granted sometime in 2002. This formulation will be marketed by Ligand, Inc. who has the license for Morphelan in the US and Canada. OxyMor-phone Ql 2H Endo Pharmaceuticals is expected to ?le the NDA for their Q12h oxymorphone product in the fourth Quarter of 2001. Assuming a 10- 12 month review by the FDA, this product could be available in the Fourth Quarter of 2002. Reports in the literature and from the field indicate that the Q12h oxyrnorphone product claims of ef?cacy will be due to the pro-drug issue. There is limited evidence of the oxycodone 4 . ?39? PP 00316 l? qua: to oxymorphone pro-drug conversion for emcacy; however, we must be prepared for this in 2002. mm . MCOs have adopted multi-tiered fonnularies to encourage the use of generics and less expensive, preferred brands. As drug costs continue to rise MCOs are ?nding ways to share costs. Three-tiered copayments require consumers to pay a larger co?pay out of pocket for a drug of choice. In a typical formulary structure, generic drugs are in the lowest tier, fonnulary brands are in the middle tier, and ,nonfonnulary brand products are in the highest tier. Drugs in tier 1 cost the consumer an average of $5 to $10; drugs in tier 2 cost $15-$20, and drugs in tier 3 cost $35-$50. The introduction of new tiers will ?lrther shift costs to consumers. An example is. a S-tier plan. being contemplated by Express Scripts. Multi-tiered ?nancial incentives encourage physicians to Write less expensive products, even when a more expensive product is clinically stiperior. Clinical presentations must be supported with an economic message such as reducing long-term costs. Managed Care organizations have also taken action requiring prior authorization for OxyContin based on. the negative press and their misunderstanding of the "issues of abuse and diversion. Other actions such as limiting the number of tablets per prescription and thus, per month, via fonnulary enforcement will also create barriers to OxyContin being able to achieve signi?cant growth in 2002. PP 00317 aw" 1?50 In. INITIATIVES . - A. Objectives To achieve $1.2 billion in factory sales. To protect our-market share from existing competitors and the negative media. To continue to expand OxyContin Tablets use in the non?maTignant' pain. market. To ?irther establish OxyContin Tablets as the opioid of choice in Step 2 of the WHO analgesic ladder by positioning it as the Opioid for moderate to severe persistent cancer and non-cancer pain of an extended duration. Support the acceptance of opioids for non-cancer pain through . educational and public relation efforts. Continue to aggressively educate physicians on actions they can take to limit abuse and diversion of prescription products including OxyContin Tablets. I I I Expand theuse of OxyContin Tablets. in patients with moderate to severe p-ainof an extended duration due to osteoarthritis and diabetic Iieuropathy. B. Product Attributes/Core Messages The. major competitors for these diagnoses will be oxycodone and The analgesic ef?cacy of immediate-release oxvcodone. The familiarity of physicians with oxycodone is an inaportant 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. 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 favor-able dosing schedule. The onset of action message is very important in the post-operative pain market. When an Opioid naive patient with moderate to severe pain needs an opioid analgesic, physicians should prescribe OxyContin Tablets. The many bene?ts of OxyContin Tablets make it logical as the next step for patients who would otherwise be started on Percocet, Lortab?, Vicodin, Tylenol? or Darvocet under WHO Step 2. OxyContin Tablets are also appr0priate for preper titration as the disease progresses I In 2002 OxyContin Tablets will continue to be promoted for use inthe non-malignant pain market. The most common diagnoses that result in non?malignant pain are back pain, osteoarthritis, injury, and trauma. hydrocodone combination products. PP 003-18 0 A single agent OxyContin Tablets is a single entity opioid agent without the dosing limitations present in products that are ?xed I combinations of an opioid and a second agent such as acetaminophen, aSpirin, ibuprofen, or d-extromethorphan for patients with moderate to severe pain that is expected to be for an extended duration. There is added dosing?exib'ility with a. single agent, since a variety of co- analgesics and adjuvant medications canbe used to enhance the individual patient?s pain relief, while having the freedom to dose OxyContin Tablets as high as is clinically necessary. There is also a decreased risk of organ toxicity, compared to products containing acetaminophen, aSpirin, or ibuprofen. Competition Combination opioids, including (oxycodone, hydrocodone, codeine, and. propoxephine with APAP, ibuprofen, ASA and the Percocet 2.5 mg, 7.5 mg, and 10 mg): moderate-to-rnoderately severe pain (Step 2 of the WHO ladder), when such combinations are used for patients that present with the same indication as OxyContin. - - Duragesic: cancer and non-cancer pain. Possible approval of 'Duragesic -1 2.5 mg in non-cancer pain. Actiq: Fentanyl oralette used for breakthrough-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 competitor, this trend needs to be monitored. Generic morphine sulfate extended release Cemrnunication Obiectives Recently completed clinical trials in the management of pain due to osteoarthritis have produced signi?cant data for OxyContin Tablets regarding increased patient function. Future promotional objectives will be to communicate this data to health care professionals. Recent clinical trial results of OxyContin in the management of diabetic neuropathy will also be utilized in the future. Combined with the results in post-herpetic neuropathy, this is strong support for use of OxyContin in selected patients with neuropathic pain. Convince Nle to prescribe Ox blets, instead of combination opioids . With moderate-to-severe pain lasting for and-cit . Through proper dosing and titration, eliminate or delay the need for other long-acting opioids. .19 1-52 . Qxycontinffablets usage in the management__;of pain dueito gag, osteoarthritis,? neuropathic pain, ropeiasvepain, as.) will be stressed. 0 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 will be stressed, with particular emphasis on OxyContin Tablets. 0 Convince patients and their families to actively pursue effective pain relief. The importance of patients assessing. their own. pain and communicating the status to the health care giver will be stressed. physicians regarding abuse and diversion. to help minimize abuse of. Tab-lets. .. Evolution of OxvContin Tablets OxyContin Tablets is expected to achieve $1.2 billion . . 2001. Given the new millennium and the signi?cant achievement of the OxyContin Tablets brand, it is important to examine the history of - OxyContin Tablets in order to understand the future of the brand. - Future Evol?utiOn of OxvContin Tablets Brand In spite of impending competitive threats, the future for OxyC'ontin Tablets is very bright. Future growth of OxyContin Tablets will. be achieved through targeted efforts to penetrate: Primary Care Rheumatol-ogy - Surgical Oncology Medicine/Rehabilitation- The promotional campaign utilized to achieve ?thher market penetration in the above-mentioned categories will be a pronouncement of the widespread success. of the OxyContin Tablets brand to treat various types of moderate to severe pain states. A focus on the documented clinical success will be the bridge used to raise awareness and interest in OxyContin Tablets. In addition, a focus on intermittent versus persistent pain will be a key positioning tactic used to gain physician starts with OxyContin Tablets. A continued focus on the bene?ts of around-the?clock pain control with the ?exibility of q12h dosing will be critical to differentiate OxyContin Tablets from current and future competitors. The ?exibility of q12h in terms of patient titration along with the analgesic onset and quality of life claims will be expanded and reinforced With new clinical dataThe promotional message in non-cancer pain will focus on patients whose pain is currently not controlled on current medications or combination opioids taken on a p.r.n. basis and who meets the conditions of the'ap'proved indication. OxyContin Tablets provides the logical next step in these patients based on their persistent or around-the-clock pain. The message in cancer pain will focus on patients who are uncontrolled on p.r.n. combination Opioids or maximum dOSes of Ultram SR. The promotional message in non-cancer pain will focus on the value of OxyContin Tablets in improving quality of life, mood, and sleep. . PP 9.9.32.1 I F. Target Audiences 1. Primary Audiences Audiences Site Targets Frequency Comments Total Calls Required A. Physicians (Primary) 0 Of?ce 80,000 5 I 400K 0 IMs and . Contains 100% of . Hospltal decile 10 and 50% of DOS decile 9 combo and - ANS single entity unique 0 Oncologists prescribers surgeons 77 500 2 - - - Tar ?Ct Medicine Contains 50% of decile . Rheumatologists cornbo and single entity . unique prescribers- - Other I Nurses 0 Hospice 27,000 (Secondary) . _Home 9? Oncology RNs Care 0 Nurse Practitioners - . omce 0 Physician . -ta1 Assistants 05p] C- Managed Care Managed TBD - PBMs Organizations Car?? - Directors of 1:361th staff Models Pharmacy 0 IHN 6 Clinical Pharmacists Case Managers Quality Assurance Managers . 0 Other D. Long-Term Care Long~ 6,000 In?uential decision- . Consultant Term 1 0,000 mall-(em at LTC faclillties Pharmacists Car? an . Nursing Home nursmg ome 31115 We and RNs 2. Secondary Audiences Secondary Audiences . Site Targets Comments I. A. Patients and Caregivers B. Residents/Fellows Teaching TBD Provides the ability to influence Hospitals physicians still in training. Chief Residents can be especially in?uential in teaching facilities. C. Wholesalers 150 phannacies . Hospital 6,000 To assure appropriate stocking of the . . Retail 60 000 four dosage 1'56 VT. TACTICS A. Sales Force Allocation The deployment of our most valuable and substantial promotional resourcegthe sales force, is critical to the continued success of OxyContin. Tablets. Promotional support will continue in order to ensure appropriate awareness of OxyContin Tablets in the opioid. market and on steps physicians can take to reduce abuse and diVersion. B. Rep. resentative'Delivered Promotional Materials Wholesalers/Chain Headguarters mammal. Account Managers) Cont-acts will be made with wholesalers to ensure that there are appropriate inventory levels for the strength tablets. Appropriate distribution channels Will be sought for the 160 mg to ensure future targeted availability and the success of this dosage strength for apprOpriate high dose patients. Pharmacies Representatives will'call on chain and independent retail stores to educate them on how to protect their pharmacy against abuse and'diversi'on of prescription products and ensure there is adequate stocking of OxyContin Tablets. Representatives will also continue to increase the distribution of 0xth? at the retail level. Hogitals - In an effort to continue gaining hospital 'forrnulary acceptance of OxyCon-tin Tablets, representatives will work with their Abbott counterparts to make calls on all Pharmacy and Therapeutic committees. The revised 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 OxyContin Tablets to hosPital. fonnularies. In addition, representatives will continue to use the OxyContin Tablets tabletop hospital display panels. Speakers? Bureau lectures will be conducted during grand rounds, tumor boards, etc. The focus of these presentations will be the appropriate positioning of OxyContin Tablets in their analgesic treatment armamentariurn. Managed Care Organizations Managed Care Account Executives will be devoted to ensuring the continued availability of OxyContin Tablets. where Managed Care plans are looking at restricting availability. PP 00324 Given this split in responsibilities, it. will Crucial. that the efforts of Managed Care Account Executives stay focused and that new clinical data be leveraged in a way to ensure continued availability of OxyContin Tablets. 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. Direct Mail/eDetailing Mailinos A number of mailings are planned to support OxyContin Tablets in 2002. Mailings will be done to support key OxyContin Tablets messages. Direct mail will be utilized to assist in maintaining share of voice in what will become a crowded market. In addition, Internet detailing initiatives will be directed to targeted physicians to support'representatives? efforts. Representative Follow-up Mailings Representatives will be able to send follow-up mailings to MDs and RNs after making a call. This will be. actomplished through the Quest? call reporting system. - Journal Advertising. The jOurnal ad campaign for OxyConti'n Tablet-s will. focus pain.? This humane, quality of life look, with pictures of their pain" under control with OxyContin Tablets, will show an active vibrant patient who has been. liberated from the limitations of persistent pain. 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 cancer and non-cancer pain, as well as the synergies which may exist with the launch of Palladone. Conventions The OxyContin Tablets exhibit structure will feature graphic panels of the OxyContin Tablets core creative concept as seen in ourjoumal ads and visual aids. Panels highlighting Speci?c pain states from our .?Life After Pain? Patient Profiles campaign will be utilized at appr0priate conventions. Various promotional activities will be conducted at the booth to draw attendees into a discussion with our representatives about OxyContin Tablets. gun 7.. 1-158 OXYCONTIN Tablets Promotional. Plan First Quarter Second Quarter Third Quarter Fourth Quarter Program Total Cost . Jan Feb Mar Apr May Jun I July Aug Sept Oct NOV Dec Promotional MaterialsiReorders Premium Pain Education . Fact-a-Day Calendar Patient Patient P.l. Core Market Oncology New OxyC-ontin Visual Aid - Comparison Visual Aid Visual Aid OncologistsiPain ManagementNurses ONS Grant Primary Care Diabetic Neuropathy Reprint Carrier "Pathway to Pain Specialist? Series 1-4 gArnerican Academy of Physician Assistants Grant i iOxyContin Titration Step {Pad i Oxle ModerateSevere Oncologic Rehabilitation i i ammo- mood $260,000i qua. PP 00326 OXYCONTIN Tablets. Promotional Plan First Quarter Second Quarter Third Quarter Fourth Quarter Program Jan Feb Mar Apr May Jon July Aug . Sept Oct Nov Dec OxyContin Telephone Antibacterial Pad JCAHO (PTC) Follow-up 2002 Pain Prescribing . Guide Internet E-Detailing Support Materials Special Programs Farmers Against'Paln - Programs JCAHO Regional Program Sponsorshile-ligh?ghts . Strategic Alliances American Hospital Association Grant TOTAL PAP Patient to Comfort Patients Rights CD ROM . - 2002?:- $2,300,000 1-160 OXYCONTIN Tablets Promotional Plan First QUarter Second Quarter Third Quarter Fourth Quarter Program Jan Feb Mar Apr May Jun July Aug Sept Nov_ Dec Direct Mail PAP Mailing 50 Million Reasons to Treat Pain Mailer 032.; Journal Advertising MANAGED CARE Promotional Materials Case Managers Case Management Society of America (CMSA) Grant Publication Plan Qua?ty Indicator Reorders NCOAIHEDIS- Report Prior Authorization Compendium EICD Coding by Plan Brochure Journal Ad Production $10,000? $100,000 Qu- Oct OXYCONTIN Tablets Promotional Plan First Quarter Second Quarter Third Quarter Fourth Quarter - Program Jan Feb Mar Apr May Jun July Aug Sept I Oct Nov Dec Pain Management formkiteom Reorders Business Plan Templaten'oolbox 3mm Journal Advertising Journal Ads ETOTAL Special Promotion Quality Improvement in Pain Management Protocare Initial Member Survey initial Provider Survey Quality Improvement EReport I Plan Report lCostomized Quality ilmprovement Plan Total CoSt: 200232- .. Quality Improvement $190000 $100,000 $50,000 $50,000 $250,000 1?62 ochomm Tablets Promotional Plan Second Quarter Third Quarter Fourth Quarter Program _-.-rotar. cos}; 26022.: Jan Feb First Quarter Mar Apr May Jun July Aug Sept Oct Nov Dec I Follow up Provider Survey Pmtooare Scie?ces Center Protege Sciences Promotional Materials Sub?acute Care - - Seminars in Pain Sub-acute Visual Aids Nursing Programs Long-Tenn Care Advisory Board "How to Report Pain. Not Issues to a Physician? Medical Director Managing Pain. in the PPS Environment Series, A Collaboration with AMDA Phiiadelphia College of . {Pharmacy Long-Term iCare Treatment iGuidelines In-Senrice Patient/Provider Support - 1 Wow $100,000? $80,000! QI- i PP 00330 - I 1?63 OXYCONTIN Tablets Promotional Plan First Quarter Second Quarter Third Quarter Fourth Quarter Program Total'Cost?ZOOZ- Jan' Feb Mar Apr May Jun Aug sept Oct NOV Dec i 1 Consultant Pharmacist ?Recent Advances: 575,000 x- 'x Nondinical Guidelines forl', - the Pain Management? Supplement Case Managers )1 . .. mam-30d? 0? 'x . Consultant Pharmacists. . . . (annual meeting) Grant ASCP (mid-year) Grant . Home Healthcare Two-point Supplement on Pain Management Agengy Fees LLNS ANTI-DNERSION Promotional Materials Phannacisthlinical Pharmacist 3 The Role in Pain $100,000 5 I Management - - i Compendium i a . i 5 gu.s.Phannacisr $35,000 i gSupplement . i 2 pp 00331 at" 4-64 OXYCONTIN Tablets Promotional Plan First Quarter Second Quarter Third Quarter Fourth Quarter Program Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Cost 2002-; Law Enforcement 7 1- "Do Not Crush? Stickers $1303ng Pain Advocate Referencef' . -- - - 3'20de Guide -: .. G?neralAntidiversion Educational CD ROM on Abuse and Diversion ?32:3; - Missed Opportunities Surveys: 'Don't Forget to Ask" . 'Cage' Aid in Spotting Abuse Pharmacist Pharmacy Poster/Easel Sticker Managed Care How to Treat Pain Without Addiction State Government! Affairs White Paper Electronic Prescription Monitoring Program $2000 TOTAL $1,192,000& Direct Mail 5 Direct Mail - Three-Wave Tamper Rx Mailer NAMs g'Keep it Safe? Mailing $125,000 3 $320,000 PP 00332 I - i OXYCONTIN Tablets Promotional Plan First Quarter Second Quarter Third Quarter l-65 Fourth Quarter Program . Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Sgecial Promotion Rx Program - Special Promo Tamper . o" OXYCONTIN Tablets Promotional Plan Program mom- .Newor No. Repeat Pieces 2nd Qtr. No. Usage Pieces 3rd Qtr. No. Pieces 4th Qtr. No. Pieces Total Pieces - 2002 1st Qtr. Cost 2nd Qtr.- I Cost 3rd Qtr. Cost 4th Qtr. Cost Total Cost 2002' Promotional Materialiseorders Premium Pain Education aolsa-Day Calendar Patient Patient P.I. NIA NIA To provide for reprinting ol successful materials based on 2001 utilization and lield force eXpansion. Includes outsert purchases used for promotional items and giveaways such as personal photos. etc. Repeat For high volume prescribers. New 100,000 Discuss prevalence ol pain in America. New Develop a brochure containing patient Information to be distributed by physicians to patients receiving 0x3iConlin. New 200,000 200,000 NIA 100,000 200,000 NIA 200,000 PP 0033.4 NIA 100.000 100,000 000,000 $1,250,000 $200,000 $20,000 $1,250,000 $20,000 $1,250,000 $440,000 $20,000 $1,250,000 $20,000 $5,000,000 $200,000 $440,000 $80,000 Sis-66 .n I OXYCONTIN Tablets Promotional Plan Program Usage New or Repeat 1st Qtr. No. . No. No. Pieces 2nd Qtr. 3rd Qtr. Places Pieces 4th Qtr. No. Pieces Total Pieces- 2002 1st Qtr. Cost 2nd Qtr. 3rd Qtr. Cost 4th Qtr. Cost Total Cost 2002 Core Market Oncology Aid Visual Aid Management Nurses ONS Grant New OxyConlin Visual 0xle Moderate-Severe Comparison Visual Aid . Oncologic Rehabilitation OxyConlin in oncology starting down the ladder. Sales visual for Oxle versus combos lor p.r.n. moderate-severe cancer pain. Postsurgical procedures for patients leading to rehabilitation. Discuss OxyContin benefit for moderatelsevere pain. To produce a supplement to the Purdue4sponsored symposium. New New New New 50,000 100,000 2,000 PP 00335 100,000 30,000 50,000 200,000 2,000 30,000 $100,000 $30,000 Cost $10,000 $30,000 $22,000 $100,000 $50,000 $10,000 . $22,000 1-67 OXYCONTIN Tablets Promotional Plan Program Usage New or Repeat 1st Qtr. No. Pieces 2nd Qtr. No. Pieces 4th Qtr. 3rd Qtr. No. No. Total Pieces 2002 Qtr. Cost 2nd Qtr. Cost 3rd Qtr. 4th Qtr. Cost Total Cost 2002 Primary Care Reprint Carrier (AAPA) Grant Pad . Diabetic Neuropathy ?Pathway to Pain Specialist? Series 1-4 American Academy of Physician Assistants OxyContin Titration Step OxyContin Telephone Antibacterial Pad Discussion on analgesic efficacy ot OxyContin in managing moderate-severe neuropathic pain. Each quarter a new educational program focused on educating PCP on how to manage chronic moderate-severe pain. techniques. medications. addiction work with APS. A grant to produce 'a supplement to the Purdue- Sponsored symposia. Use as oilice tool, but also provides information on titration. Oilice premium that is strategically placed to remind the about OxyContin and the point of decision. New New Repeat New 100,000 100,000 100,000 200,000 100,000 Pieces Pieces 100.000 100,000 PP 00336 100,000 400,000 34,000 100,000 200,000 I $125,000 $50,000 $260,000 $70,000 $50,000 Cost $50,000 a $22,000 $50,000, $125,000 $200,000. $22,000 $260,000 $70,000 1?68 OXYCONTIN Tablets Promotional Plan Program 1st Qtr. No. Pieces New or Usage Repeat 2nd Qtr. No. Piece-e 3rd No. Pieces Total Pieces 2002 Qtr. 4th Qtr. No. Pieces"- 1st Qtr. Cost 2nd Qtr. Cost 3rd Qtr. Cost 4th Qtr. Cost Total Cost 2002 JCAHO PAP Patient to Comfort (PTC) Follow-up 2002 Pain Prescribing Guide Patients Rights CD ROM tnternet E-Detailing Support Visual aid to. support Recommended by Dr. Sherry Siege. Carbon copy reassessment form to be filled out by patient and doctor. Support JCAHO. Add PAP website to pages. New Compilation of all scheduled medications. Repeat Updated CD ROM version of hard copy to include other medications/therapy. New New TBD reo 50,000 200,000 TBD 200,000 'Teo 50.000 TBD TBD TBD $50,000 $140,000 $100,000 $62,500 $62,500 $62,500 $62,500 $500001 $140,000 $100,000 i $250,000 Materials internet detailing program targeted to high prescribers 1 of combination opioids with a branded OxyContin 5 message. - I TOTAL $1,442,500 $2,407,500 $1,896,500; $1,302,500 7,129,000 PP 0033? 1-69 OXYCONTIN Tablets Promotional Plan Program Usage Total Cost 2002 Programs JCAHO Association Grant eciat Pro rams Panners Against Pain Regional Program w- Sponsorship/Highlights? Strategic Alliances American Hospital To expand the in?uence ol PAP through public relations and unbranded in?uence with consumer initiatives. A series at regional educational materials will be coordinated with JCAHO and AHA. Purdue will underwrite the costs as well as publish the results to attendees. A program in pain management eliorts ol the American Hospital Association and Purdue. $2,000.000 $200,000 $100,000 $2,300,000 12-70 Qt: OXYCONTIN Tablets Promotional Plan 15No. No. No. No. Repeat Pieces Pieces Pieces Pieces 131 Qtr. Program Usage I Cost 2nd Qtr. Cost 3rd Qtr. Cost 4th Qtr. Cost Direct Mail PAP Mailing Targeted lo docile 8-10 New TBD reo Ten Ton; $02,500 OxyConlin PAIRNIMDS to encourage continued pain management. 50 Million Reasons to Treat Pain Mailer Designed lo target/identin New diversion areas with I message of undenreaiment. 200,000 .200000 Journal Ad Production Creation of new ads which New - TBD TBD incorporate new FDA approved messages. $50,000 Expanded locus ior2002 lo Repeat .reo TBD TBD TBD 5025.000 include RNIPA lournals in LTC, ethnic read journals, Universe heallh advertorials.? r- PP 00339 your . 002.500 $62,500 $625,000 reason.- $62,500 3.62000 $50,000 $625,000 .- $62,500 $300,000 $362000 $025,000 1-71 aw OXYCONTIN Tablets Promotional Plan Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. New or No. No. No. No. Repeat Pieces Places Pieces Pieces Total Pieces 2002 2nd Qtr. Cost Qtr. Program Cost Usage 3rd Qtr. Cost 4th Qtr. Cost MANAGED CARE Promotional Materials Case Managers Case Management Society ol America (CMSA) Grant A grant to provide a New TBD TBD . TBD TBD TBD supplement to the Purdue- spon'sored symposla at CMSA in 2002. $7.500 $7.500 Publication Plan - Quality Indicator Healthcare resource. New TBD TBD TBD TBD TBD Reorders Designated to cover the TBD TBD TBD TBD TBD 550.000 Cost ol reprinting promotional materials lor use by account executives. Repeat $50,000 Report A report publishing the importance of a pain management program in overall quality improvement. Repeat 50.000 50,000 Prior Authorization A booklet of prior New 1.000 1.000 $10,000 authorization procedures for Compendium litre top ten plans. PP 00340 37.500 $50,000 $50,000 $7.500 $200,000 $50.000 Total Cost 2002 $30,000 $200,000 5200.000 350.000 $10,000 OXYCONTIN Tablets Promotional Plan Program Usage New or Repeat Qtr. . 2nd Qtr. No. No. No. Pieces 3rd Qtr. Pieces Pieces 4th Qtr. No. Pieces Total Pieces 2002 Qtr. Cost 2nd Qtr. Cost 3rd 00. Cost 4th Qtr. Cost Total Cost. 2002 HECON ICD Coding by Plan Brochure To help providers properly code procedures to minimize cost to themselves and the plan. Quality Improvement in Pain Management lormkilcom OxyContin updated lormulary kit available on- line for committee members ol HMOs. Reorders Business Plan Templatefi'ooibox TOTAL Journal Advertisln Journal Ads Update corporate ads and . Mm circulation. TOTAL New New Repeat Repeat Repeat 10,000 TBD TBD NIA NIA TBD TBD PP 00341 100,000 TED NIA TBD TBD NIA Tao 100,000 10,000 TBD NIA TBD $100,000 $62,500 $62,500 $200,000 $200,000 $320,000 $430,000 $62,500 $62,500 $62,500 $62,500 $100,000 $62,500 $200,000 $470,000 $62,500 $62,500] $62,500 $200,000 $520,000 362.500 ,l $62,500} $100,000 $100,000 $250,000 $800,000 $1,740,000 $250,000 $250,000 1-73 OXYCONTIN Tablets Promotional Plan 1~74 .- ist Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Total - New No. Pieces 1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Program - Usage Repeat Pieces Pieces Pieces Pieces 2002 Cost Cost Cost Cost Total Cost 2002 eclal Promotion Quality Improvement in Pain Management - A series oi New 5 pilot 5 pilot $150,000 - $150,000 which can be applied to the projects projects MCO databaSe for a identiiying speci?c areas of need in pain management education. an" initial Member Survey A series oi member surveys New 5 pilot 5 pilot $100,000 . $100,000 targeted to the key MCO - projects projects - accounts for the purpose of baseline overall satisfaction with pain management. Initial Provider Survey A series of provider surveys New 5 pilot .- 5 pilot 5100.000 5100.000 targeted to key MCOs tor . projects projects the purpose of baseline . - understanding of the level of education in pain - assessment and i management. PP 00342 OXYCONTIN Tablets Promotional Plan 2nd Qtr. 3rd Qtr. 4th Qtr. Total . Newer No. No. . No. No. Pieces 2nd Qtr. 3rd Qtr. 4th Qtr. . Program Usage Repeat Places Pieces Pieces Pieces 2002 Cost Cost Cost Cost Total Cost 2002 Quality Improvement A reprint which summarizes New 5 pilot - 5 pilot $50,000 $50,000 Report the results of the baseline - projects projects - memberlprovider survey on pain management. which the M00 sends to the providers in their plan. Action Plan Report A report to the MCO from New 5 5 $50,000 $50,000 Purdue which outlines a I plan of action recommended by Purdue to aid in provider education speci?c to the identi?ed needs at the provider network. *Il Customized Quality A series of available New TBD TBD TBD $125,000 $125,000 $250,000 Improvement Plan educational materials, which will be. customized with the plan logo, to aid in pain management education for providers. Follow up Provider Provider survey to measure New .5 pilot 5 pilot $100,000 $100,000 Survey - . the effectiveness of the projects . projects - MCO quality improvement - a initiative on pain - management education. PP 00343 1-75 .OXYCONTIN Tablets Promotional Plan 1*76 Program Usage 1st Qtr. New or No. Repeat Pieces 2nd Qtr. 3rd 00.. No. No. Pieces Places I 4th Qtr. Total No. Pleces Pieces 2002 Qtr. Cost 2nd Qtr. Cost 3rd Qtr. Cost 4th Qtr. Cost Total Cost 2002 Protocare Sciences Patienthrovider Support Center Protocare Sciences TOTAL LONG TERM CARE Promotional materials. Sub-acute Care Seminars in Pain This pilot program would locus on education and compliance. It would utilize a 1-800 call center service ottered to the M00 for patient questions to physicians regarding their pain management. A complete presentation binder on the quality improvement initiative for pain management. Support OxyContin use in postsurgical careand rehabilitation in SNF sub- care. New New New 5 pilot projects 150 TBD 5 pilot projects 1.50 TBD PP 00344 $150,000 $100,000 5150.000 $550,000 $50,000 3225.000 $125,000 7 $150,000 - 51,050.000 $100,000 A $60,000 1:1 Tablets Promotional Plan Program Usage New or Repeat No. Citr. Pieces 2nd Qtr. No. Pieces 3rd Qtr. No. Pieces 4th Qtr. No. Pieces Total Pieces 2002 Qtr. Cost 2nd Qtr. Cost 3rd Qtr. Cost 4th Qtr. Cost AMDA Sub-acute Visual Aids Nursing Programs Long-Term Care Advisory Board ?How to Report Pain, Not issues to a Physician? Medical Director Managing Pain in the PPS Environment Series, cards designed to educate A Collaboration with Philadelphia College oi Pharmacy Long-Term Care Treatment Guidelines In-Service I Dis'cussion advantages of .OxyContln in management of moderate-severe pain in long-term care sub?acute pain. Introduce new ideas and solicit what they need. A brochure that. provides nurses with a pathway for reporting patient pain to doctor. A series oi quick reference- medical directors of long- term care facilities on the value oi proper pain management "in a PPS environment. A slide show and the reliei paradigm. 1. From Margo McCaiiery. RN. ?New PowerPoint presentation on New. New. New New 2,000 NIA 100,000 20,000 500 PP 00345 NIA 100.000 . 2,000 NIA 20,000 500 $10,000 $60,000 $50,000 $50,000 $80,000 $25,000 $60,000" $25,000 Total Cost 2002. 310.000 $120,000 $50,000 $100,000 1 $80,000, 177 OXYCONTIN Tablets Promotional Plan tat Q'tr. 2nd Qtr. 3rd Qtr. 4th 'Qtr. Total New or No. No. No. No. Pieces 1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Program Us_age Repeat Pieces - Pieces Pieces Pieces 2002 Cost Cost Cost Cost Total Cost 2002 Consultant Pharmacist "Recent Advances: A supplement comparing New 140,000 140,000 $75,000 $75,000 Nonclinicat Guidelines for and contrasting the the Pain Management? evolution of long-term care Supplement pain management guidelines. The reliel - paradigm, AMDA, and A68 all compares, Case Managers American Society of Agranttoprovidea New 11,000 11,000 $19,000 $19,000 Consultant Pharmacists supplement to the Purdue- (annual meeting) Grant sponsored symposia at . ASCP. ASCP (mid-year) Grant A grant to provide a New 11,000 11,000 $19,000 $19,000 supplement to the Purdue: sponsored symposia at ASCP. Home Healthcare . . - Two-point Supplement Educate multidisciplinary New - 70.000 70,000 140,000 $69,550 $62,595 2 on Pain Management. team about proper pain i management of the home I I healthcare patient. - . PP 00346 - TOTAL. . - $94,000 3379.550 3100.595 $05,000; $665,145 $1 32,1 i i 1?78 *nu OXYCONTIN Tablets Promotional Plan Program Qtr. No. Pieces New or Usage Repeat 2nd Qtr. No. Pieces 3rd Qtr. No. Pieces 4th Qtr. No. . Places Total Pieces 2002 I 1st Qtr. 2nd. Qtr. Cost 3rd Qtr. Cost -4th Qtr. Cost Total Cost 2002 Agency Fees LLNS TOTAL Pharmacist Management Compendium Supplement - Law Enforcement - "DoNot Crush" Stickers ANTI-DIVERSION Promotional Materials PharmacistiClinical The Role in Pain U.S. Pharmacist WA A compendium oi six articles focusing on the role of the pharmabist in the treatment oi pain patients. New Discussion on saiekeeping oi Opioid/scheduled meds. tactics monitoring inventory. New Stickers given to to be New 55,000 i placed on any prescription medication that should not be broken, chewed, or crushed. NIA 50,000 55,000 NIA 100,000 55,000 PP 00347 NIA 55,000 50,000 100,000 220,000 Cost $375,000 $375,000 $45,000 $375,000 $375,000 $100,000 $45,000 $375,000 $375000 $85,000 $45,000 . $075,000 $375,000 $45,000 $1,500,000 $1,500,000 $100,000 $05,000 $180,000 l~79 OXYCONTIN Tablets Promotional Plan Program Usage New or Repeat 1st Qtr. 2nd Qtr. No. Pieces No. Pieces - No. Places _3.rd on. Total Pieces 2002 4th Qtr. No. - Pieces 1st Qtr. Cost 2nd Qtr. Cost 3rd Qtr. Cost 4th Cir. Cost Pain Advocate Reference Guide Abuse and Diversion Ask" General Antidiversion Educational CD ROM on Missed Opportunities Surveys: ?Don't Forget to Reierence guide given to law entorcernent that compiles tablet picture identi?cation, third party tepics of discussion with diversion contacts etc. NADDIISAMSHA datalDAWN. Includes photographs of physical Use to reproduce materials and additional education . programs. Working with Steeprock to produce educational series on ?Reducing Misuse. Abuse. and Diversion oi Opioids through Internet Education.? Companion aid to physical signs of abuse pictures provide selected questions to ask based on survey. references, web addresses. New New New New 100,000 780 - TBD 100,000 TED 100,000 TBD 100,000 300,000 TBD TBD 100,000 TBD PP 003-48 senses $25,000 $25,000 $300,000 $40,000 1 $66,667 $25,000 $66,667 $25,000 Total Cost 2002 $200,000 $100,000 $300,000 $40,000 1:80 OXYCONTIN Tablets Promotional Plan 1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Total New or No. No. No. No. Pteces 1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Program Usage Repeat Pieces Pieces Pieces Pieces 2002 Cost Cost Cost Cost Total Cost 2002 "Cage' Aid in Spotting Poster to be hung in New 100,000 - 100,000 $20,000 $20,000 Abuse - physician offices, pharmacies, ER Rooms. Questionnaire and diagram to educate practitioner on how to lind abusers. Pharmacist A - 4 Pharmacy PosterIEasel Template to be used with New 100,000 100,000 $40,000 $40,000 Sticker NAMs: display pharmacy for . patients to see protective . i measures pharmacy is taking to ensure proper dispensing of medications. Managed Care How to Treat Pain Sid Scnott program New . 100,000. 100,000 - $125,000 $125,000 Without Addiction identilying medical signs of I drug abuse. How to manage, and discussion on Samsha, NADDI data and DAWN. a. State Government! Affairs . - White Paper Electronic A review of the benefits of a New - 500 500 $2,000 Prescription Monitoring monitoring program tor Program states that currently have one. Positives versus . . .. .. .. n-egalives' I PP 00349 u? ?lit?n.? l-Bl OXYCONTIN Tablets Promotional Plan Program Usage New or Repeat 1st Qtr. No. Places 2nd Qtr. No. Pieces 3rd Qtr. Pieces No. 4th Qtr. No. Places Total Pieces _2002 1st Qtr. Cost 2nd Qtr. 3rd Qtr. Cost 4th Qtr. Cost TOTAL Direct Mail Direct NAMs TOTAL 3 eclal Rx Program TOTAL ?x ?Keep it Sale? Mailing Promotion Special Promo - Tamper - GRAND TOTAL I: .1 Mail - Three-Wave inlorm physicians about Tamper Rx Mailer program. Wholesaler mailing to retail . pharmacists about ways lo protect m'edicalion, proper ?lling out oi Form 222 on medications. Provide prescribers with tree tamper Rx pads quarterly. how to return and dispose of New New New TBD TBD TBD TBD TBD 100,000 TBD PP 00350 TBD TBD TBD 100,000 TBD $110,000 $00,000 $60,000 $525,000 $525,000 $5,435,500 Cost I $596,666. $00,000 $60,000 $525,000 $525,000 $340,667 $00,000 - $125,000 $205,000 $525,000 ?$525,000 $5,526,762 $136,667 $00,000 $60,000 $525,000 $525,000 $4,054,167 Total Cost 2002 $1,192,000 $320,000 $125,000 $445,000 $2,100,000 $2,100,000 1 $21,521,145 Sales Marketing 8 Promotion Promotional Materials Direct Mail Journal Advertising Journal Ad Production Total Dlrect Advertising Samples Agency Fee Special Promotions Co-op Advertising Conventions Abbott Commission Total Marketing 8. Promotion Total Allocation Other Total Includes MHC-and LTC V. Total Overview (0005) 2000 2001 of Sales . Est. 100% $1 .325.844 of Sales. 100% Actual $1 ?81,457 $7,545 0.7% $491 0.0% $4.534 0.4% $61 I 0.0% $11,322 $3475 $110 0.9% 0.2% 0.2% 0.0% 0.4% 0.0% 0.2% 0.4% 0.0% 0.1% $5,000 0.5% $5,412 $0 0.0% $0 $1,410 0.1% $2.000 $3.000 0.3% $5.211 $0 0.0% $0 $1,003 0.2% $1.014 $70,207 7.1% $95,903 $95,245 0.0% $121,722 9.2% $145,335 13.4% $142,509 10.0% 22.2% $264,291 $240,580 19.9% pp 00351 2002 Pro]. $1,187,982 $10,720 $995 $2.750 $100 $3.845 $0 $1.500 $5.450 $0 $1.796 $95.039 $118,356 $128,202 $246,558 %30f Sales 100% 0.9% 0.1% 0.2% . 0.0% 0.3% 0.0% 0.1% 0.5% 0.0% - 0.2% 8.0% 10.0% 10.0% 20.8% Change 01/00 22.6% 50.1% 332.0% -30.0% 90.2%. 6.4% 45.3% 70.0% 25.7% 27.0% 9.9% 02/01 40.4% 41395 63.1% -1 3.4% -1 -29.0% -27.2% 4.0% NIA -1 ?10.1% 1-83 Sales Marketing 8. Promotion Promotional Materials Direct Mail Journal Advertising Journal Ad Production Total Direct MatllJournal Samples Agency Fee Special Promotions Advertising Conventions Sales Agent Commission Total Marketing 8. Promotion Total Allocation Total Includes MHC and LTC MSC 2001 of Sales 100% E31. 5136.876 SL400 $216 $0 $0 $216 $0 $0 $0 $109 so $1.575 $5,340 $0,024 1.0% 0.2% 0.0% 0.0% 0.2% 0.0% 0.0% 0.0% 0.0% 0.1% 0.0% 1.2% 4.6% 5.9% V. Total Overview (00 03} MS 00mm 1' . MSC 2002 . 01' Sales Pro]. $81,912 $1,100 $260 $0 $250 $0 $0 $0 $0 $266 31 .626. $705 $2.411 1 00% 1.3% 0.3% 0.0% 0.0% - 0.3% 0.0% 0.0% 0.0% 0.0% 0.3% 0.0% 2.0% 1.0% 2.9% PP 00352 OXY 2001 Est. $1,325,844 . -. $11,322 $2,121 $3,175 $116 $5,412 $0 32,000 55211 $0 $1,014 $95,003 $121 .722 $142,559 $264,291 of Sales 100% 0.9% 0.2% 0.2% 0.0% 0.4% 0.0% 0.2% 0.4% 0.1% 7.2% 7.2% 9.2% 10.8% 19.9% OXY 2002 Pro]. $1,187,982 $10,726 $995 $2,750 _$100 $3.045 $0 $1,500 $5,450 $0 $1,795 $95,039 $110,355 $125,202 $246,556 of Sales 100%- - 0.9% 0.1% 0.2% 0.0% 0.3% 0.0% 0.1% 0.5% 0.0% 0.2% 0.0% 10.0% 10.8% 20.8% Combined ?$11,826 $1.255 $2,750 $100 $4,105 $0 $1,500 $5,450 $0 $2,052 $95,039 $119,932 $128,987 $248,969 %of 2002 Sales . $1.269.694 1 00.0% 0.9% 0.1% I . 0.0% 0.3% 0.0% 0.1% 0.4% 0.0% 0.2% 7.5% 9.4% 10.2% 3 9.6%