Rx EDGE. Patient Aquisition and Patient Adherence Programs. Contents. Pharmacy Networks

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1 Rx EDGE Pharmacy Networks Patient Aquisition and Patient Adherence Programs Whether your goal is to build brand awareness or to reinforce your message with patients on therapy, Rx EDGE Pharmacy Networks brings you measurable results. With our Solutions at the Shelf and HealthTrack programs, you can help patients make informed decisions in the nation s largest network of pharmacies, give them the tools they need to stay on track with helpful follow-up mailings, and measure your success through customized research. Contents Solutions at the Shelf HealthTrack

2 Patient Acquisition No media plan is complete without Solutions at the Shelf programs from Rx EDGE Pharmacy Networks. They help you connect with millions of current and prospective patients in a nationwide network of over 30,000 retail pharmacies Motivate consumers in the pharmacy when they are seeking remedies and making healthcare decisions. Prominent information dispensers are placed at the shelf near over-the-counter or other corresponding products and at the pharmacy counter reaching consumers when they are most receptive to your messages. Take-one inserts facilitate more informed physician-patient communication, delivering diseasestate information, product details, and offers. Reach Adult audience: 193 million1 Impressions: million2 Demographic and geographic targeting resources insure optimal audience is reached Frequency Available in six-week cycles throughout the year on a category-exclusive basis All programs are installed by an experienced field merchandising group Measurable Results Sales impact is measured using test and control matched panel research conducted by a third-party research firm Generates an average script lift of 9.8%3 Average return on investment exceeds $6.00 for every dollar invested4 Aisles of Opportunity The Retail Pharmacy-a Valuable Healthcare Destination The pharmacist, a trusted healthcare provider, is within reach to answer questions Shopper traffic is significant in an average week, 2,380 transactions take place in a drug store5 and 1,148 prescriptions are dispensed6 Nearly all Americans (93%) live within 5 miles of a retail pharmacy7 Community pharmacies are increasingly becoming health resource centers, offering wellness events, immunizations, screenings, in-store clinics and other services The OTC/health category drives traffic and accounts for 30% of retail pharmacy sales8

3 Patient Acquisition Use an Rx EDGE media buy to promote your brand messages nationally in chain drug, independent, mass and supermarket pharmacy channels Cover major markets in the East Central, Mid-Atlantic, New England, Pacific, Southeast, Southwest, and West Central regions The Rx EDGE network of over 30,000 retail pharmacies represents 74% of U.S. retail prescription volume 9 Achieve measurable, statistically reliable results % Increase in Rx Script Sales Average Prescription Volume Lift Cardiovascular Children s Eye Care GERD IBS Insomnia Men s Prescriptions Health Migraine New Product Launch OAB Relative percent Increase in Test vs. Control Matched Panels Selected Categories Allergy/ Asthma Skin Conditions Women s Health Diabetes Average Return on Investment 11 Dollars ($) Osteoporosis Cardiovascular Children s Eye Care GERD IBS Insomnia Men s Prescriptions Health New Product Launch ROI Selected Categories OAB Osteoporosis Allergy/ Asthma Skin Conditions Women s Health Diabetes 1 Spring 2010 GfK MRI, FMI Transaction data, SymphonyIRI Group household purchase information 2 Exposures using Audience as base 3 Matched panel research conducted by Retail Intelligence, Inc. Average TRx and/or NRx sales increase during post-installation period 4 ROI calculated using script lift and client-supplied pricing data 5 FMI Speaks, retailer-supplied data 6 IMS Health, NACDS Economics Department 7 NCPDP Pharmacy File, Arcgis Census Tract Files, NACDS Economics Department 8 AC Nielsen, IMS Health, NACDS Economics Department 9 Drug Store News PowerRx 50 May 2011, Rx sales 10 Matched panel research conducted by Retail Intelligence, Inc. Average TRx and/or NRx sales increase during post-installation period 11 ROI calculated using script lift and client-supplied pricing data

4 Patient Adherence Guide patients directly to your educational tools and support with the HealthTrack adherence program Give patients the tools they need to stay on therapy: advice about lifestyle choices, disease information, refills made easy, and more. HealthTrack provides timely, direct access to qualified educational information and support. How HealthTrack Works A newly diagnosed patient fills prescription at the local pharmacy The patient receives their HealthTrack webkey along with a letter from the retailer Implementation is as easy as Information: We work with you to identify and create the right patient messages, adapting your approved content Execution: From the information gathered, Rx EDGE develops and produces a fully functional interactive experience---linking patients to brand content plus pharmacy tools and services, and coordinating the mailing process with the pharmacy. Analysis: The most critical step. Results are measured using de-identified patient level data, for quantifiable returns The patient reviews and interacts with the content Take Charge with SPIRENTIA Managing Diabetes One Day at a Time Tablets Choose any of the following ways to start your HealthTrack experience HealthTrack From Rx EDGE Here s the key to accessing the information you need 1 Visit healthtrack 2 Scan the QR code Managing diabetes is not easy, but take charge now can mean a longer, healthier life. To be successful, it helps to understand the basics about diabetes and how your medication works. At Walgreens, we are always looking for new ways to support people as they learn about their condition and medication. The attached HealthTrack webkey can help make finding answers to your questions easier and get your treatment off to a smooth start. Just plug the webkey into your computer s USB port. It contains easy-to-understand information on how your medication works, diet and exercise tips, and how to minimize the complications of diabetes. 3 Plug this webkey into your computer USB port Take Charge with SPIRENTIA Take Charge with SPIRENTIA When the patient plugs the webkey into their computer, the HealthTrack site is instantly launched, taking the patient to your educational resources, brand information, and pharmacy services. In addition to the webkey, patients can also access HealthTrack through a special URL or by scanning a QR code. The HealthTrack experience can be accessed via PC, laptop, smart phone, or smart tablet Available in Walgreens and in Pharmacy First independents Fully compliant with HIPPA privacy guidelines

5 Patient Adherence HealthTrack has a significant impact on patient compliance and persistancy Test Brands Compliance Incremental Consumption* Test Brands Persistency Curves** Acid Reflux additional pills/patient Control Control HealthTrack % additional patients 6.2% HealthTrack % Patient Persistency Pills Per Patient Cumulative: 12 month period Q YTD-Yields 190 additional persistent patients 0 4.3% Q2 Q3 Q4 Cumulative: 12 month period Type 2 Diabetes Pills Per Patient * 437 day incremental consumption, research conducted by Retail Intelligence, Inc. **437-day persistency, research conducted by Retail Intelligence, Inc additional pills/patient Analytics Methodology 200 Control 100 HealthTrack 0 Cumulative: 12 month period Matched panels are established consisting of a treatment group those who receive the HealthTrack materials and a control group, who are not exposed to the content. Refill history is tracked at 90-day intervals and the two groups are compared based on their refill patterns. 1 Sample Screen Compliance rate total outcome (pills per patient, measured for every individual patient on a time-aligned basis) 2 Compliance treatment effect - The difference in rates between the intervention (program) and control groups - The total treatment effect since the inception of the program 3 Persistence percent of patients that are persistent at points in time after the program s inception, test vs. control

6 - Solutions at the Shelf ADHD 10 programs, 2 brands Comparison with other prescription treatments vs. control: 7.5% Communication of a symptom quiz Average ROI: $5.12:$1.00 Delivery of detailed product information Cardiovascular/Heart Health 37 programs, 7 brands, 4 categories Communicate differentiated benefit vs. control: 4% Reinforce advertising campaign communication Average ROI: $6.00: $1.00 Deliver risk factor information and tips for discussion with doctor Promote free information kit offer other incentives Children s Prescription Products 14 Programs, 7 Brands, 6 Categories Communicate symptom checklist vs. control: 8.6% Provide extensive information about disease, treatment, prevention of contagion Deliver rebate offer for co-pay/ out of pocket expense Emphasize safety profile and approval for age-specific usage Benefits vs. OTC Average ROI: $7.03: $1.00

7 Eye Conditions 16 programs, 4 brands, 3 categories Acquire new patients vs. control: 10.1% Stimulate brand awareness Communicate key brand benefits Average ROI: $7.00: $1.00 Compare with OTC product usage Deliver information about the disease state GERD 68 programs, 4 brands Comparison with OTC products vs. control: 3.9% Trial offer delivery Average ROI: $5.91: $1.00 New product launch Communication of heartburn/ acid reflux disease connection Chronic Constipation and IBS 6 programs, 3 brands Generate brand awareness vs. control: 9.75% Provide information about the disease state Communicate key brand benefits Deliver a symptom check list Average ROI: $5.46: $1.00

8 Insomnia 23 programs, 4 brands New product launch vs. control: 9.9% Extened TV and print messaging/images Average ROI: $7.02: $1.00 Communicate positive outcomes Deliver doctor discussion guide Men s Health 28 programs, 5 brands, 4 categories Provide condition-specific education vs. control: 5.7% Product launch Average ROI: $7.25: $1.00 Support event-marketing strategy Deliver rebate offer Migraine 16 programs, 4 brands Trial offer delivery vs. control: 9.1% New product launch Condition-specific communication Average ROI: $2.06: $15.42 Differentiation vs. other OTC and prescription treatments Tips for doctor-patient discussions

9 New Product Launch 45 Programs 18 Brands Generate brand awareness Average script lift test vs. control: 7.2% Communicate trial savings offers Average ROI: $5.61: $1.00 Deliver detailed product information Raise disease awareness Encourage visit to in-store clinic Osteoarthritis/Low Back Pain 22 Programs 5 Brands Deliver free trial offer Average script lift test vs. control: 7.2% Product launch Promote prescription savings programs Build awareness of national osteoarthritis education program Deliver educational information about condition Osteoporosis 26 programs, 3 brands Educational messages vs. control: 4.2% - Risk of postmenopausal osteoporosis Average ROI: $7.27: $ Bone protection Communicate advantage vs. calcium supplements alone Coupon offer delivery Convey differentiated (dosage) benefit

10 - Solutions at the Shelf Overactive Bladder 23 programs, 5 brands Reinforce advertising campaign messages vs. control: 8.7% Make direct connection with retail product (pads) Average ROI: $3.14: $1.00 Deliver rebate offer Promote unique product benefit Respiratory 29 programs, 8 brands Communicate differences among seasonal medicines vs. control: 5.6% Deliver rebate offes, savings cards Average ROI: $7.03: $1.00 Convey benefits vs. OTC products Promote co-pay program Deliver guide to Breathing Easier Skin Conditions 23 programs, 13 brands, 6 categories Communicate benefits vs. OTC vs. control: 10.2% Deliver rebate offer Average ROI: $3.50: $1.00 Disseminate detailed product information Provide comparison with other treatments

11 Women s Health 17 programs, 7 brands, 4 categories Product launch vs. control: 7.6% Provide direct comparison with OTC in-aisle Average ROI: $4.50: $1.00 Communicate symptom quiz Deliver rebate offer Promote brand-sponsored refill program Convey tips for discussions with healthcare professional All category results are based on matched-panel research conducted by Retail Intelligence Inc. ROI calculated using script lift and client-supplied pricing data. Rx EDGE Pharmacy Networks Where consumers find health solutions For more information, visit rx-edge.com or contact Michael Byrnes at or michael.byrnes@rx-edge.com