E f f e c t i v e P l a n n i n g : T e m p l a t e f o r T a b l e o f C o n t en t s

1 Executive Summary 2 Marketing Aspects of the Disease 2.1 2.2 2.3 2.4 Definition (ICD Code) Epidemiology Diagnosis Treatment 3 Product Background 3.1 Pharmacology 3.2 Patent Situation 3.3 Study Results (Key Clinical Findings) 4 Target Market 4.1 Market Definition 4.2 Current Market Volume 4.3 Market Potential 4.4 Social and Regulatory Aspects 4.5 Market Research Results 5 Competitive Environment 5.1 Competing Products und Product Revenues 5.2 Companies and Relevant Portfolios 5.3 Marketing und Sales Activities 5.4 Patent Situation of Competing Products 6 SWOT Analysis 6.1 6.2 6.3 6.4 Internal Strengths Internal Weaknesses External Opportunities External Threats 7 Commercial Goals and

Financial Forecast 7.1 Qualitative Objectives 7.2 Quantitative Objectives: Market Share, Revenue, etc 8 Budget: Planned Marketing & Sales Investment 9 Positioning / Product Story / Unique Selling Proposition 10 Branding Guidelines 10.1 Brand name 10.2 Logo, Colors, Layout, Typography, etc 10.3 Brand Vocabulary 10.4 Images: Key Visuals, etc 11 Target Groups

Prescribing physicians Experts Patients Patient Advocacy Groups Partners and Family Members Pharmacists Nurses and Paramedics Payors, Managed Care Wholesalers and Distributors State Authorities Others Customer Relationship Management Program

12 Internal Communication Program

Contact to Key Persons Presentations Publications Internal Interviews Intranet

Communication Platform Sales force Headquarters / Affiliates Regular information

13 External Communication

Experts: Individuals, advisory boards, professional societies Events: Conferences, workshops, presentations Scientific publications: Abstracts, original articles, reviews Personal contacts: Connect and network with people Market research: Interviews, focus groups Electronic media: Websites, videos, social media Public relations: Engage the media, work with journalists Advertising: Print and electronic ads, brochures Sales force: Train and motivate representatives, samples Direct response marketing: Print and electronic mailings, telephone service hotlines, call centers Additional options: Continuing medical education, clinical studies, sponsorships, self-help groups, imaginative actions Integration and

Coordination 14 Packaging 15 Pricing Strategy 16 Market Access and Health Economics Outcomes Research 17 Cooperations, Licensing and Strategic Alliances 18 Life Cycle Management

Phase IV Studies Brand Defense Strategy Line Extensions Switch to OTC Status Early Entry Strategy

19 Key Success Factors 20 Contacts 21 Appendix _____________________ _____________________ ___________ Notes:

Adjust plan to indication, product and company Some items might not be applicable An action plan is essentia