1

Welcome!

2005 is an absolute critical year for Zelmac. It will be known as either the ‘Maker or Breaker Year!’ We need to ensure all opportunities are taken to build the right foundations for the future success of Zelmac.

This implementation guide will outline the key success factors and activities for Cycle 1 2005.

(1) Key Success Factors: ( The Must Do’s)

• Ensure effective targeting of the right customers and right Zelmac patient profile.

• Expand the usage of Zelmac from KOL Gastros to majority of Gastros• Share the knowledge and positive Zelmac experience stories amongst

KOl’s to selected innovator GP’s/Im’s• Drive patient awareness of IBS and Zelmac being the best option so

patients request Zelmac (Need to close this loop between dr and patient).

We will now look at each one of these individually:

Ensure effective targeting of the right customers and right Zelmac patient profile.

Right Patients:

• Zelmac must be promoted for only female patients with C-IBS• Patients will normally need to have moderate IBS to justify the cost in

other words it will need to be impacting on their quality of life.• The patient needs to be able to afford Zelmac ( middle- upper class/

medical insurance pts)

Right Dr’s:

• Good female base of patients/ good listener – very patient focused• Has patients who can afford Zelmac• GP/IM is an innovator likes to try new things; is open to new products• Often is the same dr who is a high RX of other Novartis Medications e.g.

Diovan/ Lescol.• Doctor needs to set realistic expectations of what the patient should expect.

2

Expand the usage of Zelmac from KOL Gastros to majority of Gastros

• Ask yourself where are most of scripts coming from one or two key Gastro’s or the majority of Gastros? If two Gastros’ left town what impact would it have on your sales?

• Are you utilizing the majority of Gastros in activities or using the same people all the time.

• Ensure you don’t waste time with the laggards or non-potential Gastros.

Share the Knowledge and positive Zelmac experience stories amongst KOl’s to selected innovator GP’s/Im’s

• Ensure you choose the right Gastro’s who have credibility, positive experiences and can present well.

• Case Study approach is an interactive way to share the key points.• Ensure you have small group interactive meetings not large lecture style

passive meetings.

(2) Customer Strategies:

KOl’s – Gastro’s

• Develop as Advocates of Zelmac and share their experiences to influence other dr’s.

Majority Gastro

• Expand usage of Zelmac

Gp/Im’s – (Innovators: 10-15% of all GP/IM’s)

• Build on confidence with Zelmac and expand usage• Select influential GP/Im’s to be advocates on Zelmac amongst their peers

and with patient groups meetings etc.

Early Majority GP/Im’s

• Encourage usage of Zelmac• This group shouldn’t be your focus in time or money until you have

achieved all above.

Laggards

3

• Should be forgotten! No resource allocated!

(3) New Promotional Programs for Cycle 1

• Regional Zelmac FSS – 7-9 April – Jordan

• Pan Arab Gastro Meeting 8-11 June – Beirut – LebanonWe will be sponsoring Gastros to this meeting and will be holding a symposium/exhibit booth.

• Educational Series Lectures

These will be held in each region. The purpose is to get local KOL’s to facilitate 3 series of interactive workshops with a selected group (no more than 30) of innovator GP/IM’s.

The local KOl’s are to have input in writing the course. The first pilot will be held in UAE in April.

The GP/IM’s will then be targeted for patient activities to close the loop between physicians and patients. Examples of this will be Educational Woman’s Health Evenings and Ladies Clubs.

• Local Dinner Debates/ Sharing Experiences Meetings( refer to the briefing guide)

• New meeting materials ( letterhead, screen saver, serviettes and placemats)

• KSA/Gulf – Arabic Patient Leaflets and StandsThese are to be distributed to only key customers on your calling list.

• Fast Facts – Irritable Bowel Syndrome Book – Give-way to selected innovator GP/IM’s

• Full PR Campaign Across the region focusing on both print and woman’s group meeting

4

Don’t Forget :

The Vision for the Future of Zelmac…..

To Establish, grow and sustain a market leadership position in GI Dysmotility Disorders ( including IBS, CC, Dyspepsia & GERD – combination treatment).

To do this we must focus on:- Creating and shaping the IBS market- Make Zelmac Number 1st line treatment- Patients need strong call to action to seek Zelmac- Improve patient persistency and compliance

The how is in the 1st section under critical Success Factors!

• Key Zelmac Messages:

- Only Zelmac treats the cause of GI Dysmotility- Only Zelmac has been proven safe and effective at

relieving multiple -symptoms of IBS-C in woman patients.

- Only Zelmac restores patients QOL- Zelmac has been RX over 3.5 million times worldwide

Remember to simplify the message:

Problem find the solution by successfully untapping the unmet need and suggesting Zelmac as the answer.

5

6

6