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65% of Men with LUTS Did Not Improve
While Taking an Alpha-blocker
 In controlled prospective clinical trial,

 After 3 months of alpha-blocker
 treatment, men with LUTS did not
 report symptom improvement

                                                                   Not
                                  Improvement was defined as     Improved       Improved
                                    > 3-point decrease in IPSS    65%             35%
                                                                  (n=44)         (n=24)




    Adapted from Lee et al.                                                 Illustrative Data
Over 50% of Men with LUTS Did Not Significantly
Improve after 3 Months of Alpha-blocker Therapy
Patients report that urgency, frequency and nocturia are the most bothersome symptoms

                            Percent of LUTS Patients Bothered after
                            3 Months Treatment with Alpha-blocker vs. UK-369
                            (% Mean Estimates)

                            0.60%

                            0.55%

                            0.50%
  % of Male LUTS Patients




                            0.45%

                            0.40%

                            0.35%

                            0.30%

                            0.25%

                            0.20%

                            0.15%

                            0.10%

                            0.05%                                                 Flo o r




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                                                   ue




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                                                                       co




                                                                                                                   In
                                                                                                  VOIDING
                                                                       In




                                               STORAGE SYMPTOMS
                                                                                                 SYMPTOMS
                                                                                                                   Illustrative Data
Cost of Capital Setting
Performance Standards
            Cost of Capital                   Performance Standards

    Other                                    2.00%   2%
                                                            2%
    13%                       Budgeting                              2%
                                                                                                   2%
                               Process
                                                                                                   2%
                                 33%         1.55%   2%     2%                            2%

                                                                                          1%
                                             1.10%
                                                                     1%              1%

                                                            1%                       1%
                                                                            1%
                                             0.65%                   1%
                                                     1%                     1%                     1%
Cost of                                                                                   0%
                                                                                     0%
Capital                                                                     0%
 54%                                         0.20%
                                                  A     B        C      D        E     F       G
                                                 Better              Good             Best


                  Performance-based Option is Clear Winner!
Aligning Performance Measures
and Incentives
Three Key Questions
     Return on invested capital?
     Cost of capital?
     Management Compensation?
        –   Variable: 25–30%
        –   Stock ownership required



    Senior Management                           Other Management
                  <1% of employees                           >99% of employees




            Corporate performance measure       Non-corporate operational and individual measures




                     Capital + Compensation =
Consumer Insight:
Health Information Seeker 40+
1.2% of pop – 3 million

         Demography                                       I take preventative
                                                                                   Medical conditions
    •   55+                                                                        limit lifestyle some
                                                               medicine
    •   Female, Div/Wid/Sep                                                                extent
    •   Black, Hispanic, Asian
    •   Retired
    •   HHI <$50K
    •   High School Grad                                                                          I look for health info
                                   I often discuss new
    •   C&A County                                                                                so that I can choose
                                    prescription meds
    •   South                                                                                         from different
                                         w/doctor
                                                                                                        treatments




         Media Profile               It’s worth paying                                            I research treatment
    • Heavy Newspapers               more for branded                                                options and then
      and Magazines                       RX meds                                                       ask doctor
    • Heavy TV
    • Heavy Radio
    • Light Internet

                                                          I take medication at      I request drug
                                                          the first sign of pain   samples from my
                                                              or discomfort             doctor


Presentation Title                 Company Confidential
Date                               © 200X Abbott
                        Source: MARS 2005 OTC/DTC Study
Humira BPM Application Delivers Increased ROI

                                                                             Database Audit
                                                                   Evaluate all sources / components of existing
                                                                            data and growth potential

                             Data Analysis*                                                                                     Optimization
                      Identify best customers and prospects,                                                          Ongoing evolution and refinement of
                     understand LTV associated with $ value,
                       and key lifecycle variables to support,                                                        segmentation and contact strategy to
                            retain or grow relationships                                                                   maximize ROI and LTV




                                                                                                                                                      Response
                                                                                                                                                  Evaluation Analysis
                                                                                                                                           All CRM activities clearly linked to quantifiable
         New Registrants                                                                                                                   business outcomes and evaluated against key
      Generated by Mass Media efforts                                                                                                        metrics; response volume, response rate,
                                                                                                                                           cost-pers, sales, conversion, PCS data, 800#,
                                                                                                                                            open rates, micro-site hits, new scripts, etc.




                                            Target Segmentation                                            Contact Strategy
                                                                                                       Best way to communicate with RA
                                         Using data analysis and Behavior Path
                                                                                                       prospects and customers to gather
                                          Marketing, determine best approach
                                                                                                            and maximize learnings




* Data Mining, Campaign Performance Evaluation and Analysis, Customer Segmentation and Test Design, Predictive Modeling, Loyalty and Purchase Cycle Modeling, ROI and LTV Analysis

Presentation Title                              Company Confidential
Date                                            © 200X Abbott
 FTI
FTI
 DecisionQuest
DecisionQuest
Defendant’s O2OPTIX Net Sales
                                                             December 10, 2001:
                                                              Injunction granted

                                                                 $400,000




                                                                                   January 7, 2002:
                                                  $255,000                         CIBA Vision sends out
                                                                                   corrective letters to Eye
                                                                                   Care Professionals

                                       $200,000                                     $200,000
              September 20, 2001:
                   Vistakon seeks
                    court order for
                   injunctive relief

    August 2001:
CIBA Vision begins
     disseminating
    false claims in     $75,000
        sell-sheets
   and journal ads

        $8,000

        August         September       October    November       December            January

                                         2001                                          2002
CIBA Vision Corporation
                                                                           Michael Kehoe
                                                                         Chief Executive Officer


                                                                            Henna Inam
                                                                               President




   MARKETING                RESEARCH &              FINANCE               MANUFACTURING                HUMAN            INFORMATION            LEGAL
                           DEVELOPMENT                                                               RESOURCES          TECHNOLOGY

  John McKenna               MK Raheja              Ray Greer              Johanna Hough           Christine Tsichlis     Ray Greer        R. Scott Meece
Chief Marketing Officer      Vice President    Chief Financial Officer       Vice President             Manager                             General Counsel

     Mary Smith            Timothy Walter       Kathleen Casey                Cliff Haskel          Generalists (3)     Specialists (9)   Associate GCs (13)
    Vice President              Director          Vice President                Manager

  Jeannie McBain          Kimba Van Camp          George Duck                Tom Foristel
       Director                Manager                Director                  Manager

    Kathy Long               Ian Everett          Sean Higgins                Alan O’Neil
       Manager                 Manager               Manager                    Director


 Sales Reps (100)         Product Teams (10)      Analysts (15)             Harriet Tolvey
                                                                            Quality Assurance


                                                                         Line Specialists (40)
(4) Vistakon Challenges CIBA Vision’s Claims


 •   2005
      –     Introduced CIBASOFT Progressive Toric – a
            specialty toric multifocal lens that provides
            presbyopic, astigmatic patients with excellent
            intermediate and near vision without
                                                                Vistakon questions the
            compromising distance acuity.                       veracity of this claim . . .
      –     Opened a multi-million dollar manufacturing
            facility in Singapore to expand production of
            Focus DAILIES lenses.

 •   2004
      –     Introduced O2OPTIXTM - a high-oxygen,
            breathable daily wear contact lens that provides
            whiter, healthy-looking eyes.
      –     Introduced AQuify® 5-Minute Multi-Purpose
            Solution that cleans, disinfects, moisturizes and
            stores all kinds of soft contact lenses including
            silicone hydrogels.
 •   2003
      –     CIBA Vision improves customer focus by
            expanding our North America sales force.
      –     AOSEPT® Clear CareTM becomes the first
            one-bottle peroxide lens care solution cleared      Vistakon questions the
            for use with rigid gas permeable lenses in the      veracity of this claim . . .
            United States.
Undue Experimentation
A chemist has two options to get an enantiomer:
  1   Separate the racemate into left and right enantiomers

  2   Use chemical substitution to create the enantiomer “from scratch”




                                                                              H




                                                                          H

                                                                                  O

                                                                          H
An Introduction to Initiative
August 2006
An Introduction to Initiative
August 2006
D70s




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  • 1.
  • 2.
  • 3. 65% of Men with LUTS Did Not Improve While Taking an Alpha-blocker In controlled prospective clinical trial, After 3 months of alpha-blocker treatment, men with LUTS did not report symptom improvement Not Improvement was defined as Improved Improved > 3-point decrease in IPSS 65% 35% (n=44) (n=24) Adapted from Lee et al. Illustrative Data
  • 4. Over 50% of Men with LUTS Did Not Significantly Improve after 3 Months of Alpha-blocker Therapy Patients report that urgency, frequency and nocturia are the most bothersome symptoms Percent of LUTS Patients Bothered after 3 Months Treatment with Alpha-blocker vs. UK-369 (% Mean Estimates) 0.60% 0.55% 0.50% % of Male LUTS Patients 0.45% 0.40% 0.35% 0.30% 0.25% 0.20% 0.15% 0.10% 0.05% Flo o r pt ete ria y y e y g nc nc c nc n w g Po an ini yin tu Em mpl ue ge ine sit c ra No Ur eq nt co St He Fr co In VOIDING In STORAGE SYMPTOMS SYMPTOMS Illustrative Data
  • 5. Cost of Capital Setting Performance Standards Cost of Capital Performance Standards Other 2.00% 2% 2% 13% Budgeting 2% 2% Process 2% 33% 1.55% 2% 2% 2% 1% 1.10% 1% 1% 1% 1% 1% 0.65% 1% 1% 1% 1% Cost of 0% 0% Capital 0% 54% 0.20% A B C D E F G Better Good Best Performance-based Option is Clear Winner!
  • 6. Aligning Performance Measures and Incentives Three Key Questions  Return on invested capital?  Cost of capital?  Management Compensation? – Variable: 25–30% – Stock ownership required Senior Management Other Management <1% of employees >99% of employees Corporate performance measure Non-corporate operational and individual measures Capital + Compensation =
  • 7. Consumer Insight: Health Information Seeker 40+ 1.2% of pop – 3 million Demography I take preventative Medical conditions • 55+ limit lifestyle some medicine • Female, Div/Wid/Sep extent • Black, Hispanic, Asian • Retired • HHI <$50K • High School Grad I look for health info I often discuss new • C&A County so that I can choose prescription meds • South from different w/doctor treatments Media Profile It’s worth paying I research treatment • Heavy Newspapers more for branded options and then and Magazines RX meds ask doctor • Heavy TV • Heavy Radio • Light Internet I take medication at I request drug the first sign of pain samples from my or discomfort doctor Presentation Title Company Confidential Date © 200X Abbott Source: MARS 2005 OTC/DTC Study
  • 8. Humira BPM Application Delivers Increased ROI Database Audit Evaluate all sources / components of existing data and growth potential Data Analysis* Optimization Identify best customers and prospects, Ongoing evolution and refinement of understand LTV associated with $ value, and key lifecycle variables to support, segmentation and contact strategy to retain or grow relationships maximize ROI and LTV Response Evaluation Analysis All CRM activities clearly linked to quantifiable New Registrants business outcomes and evaluated against key Generated by Mass Media efforts metrics; response volume, response rate, cost-pers, sales, conversion, PCS data, 800#, open rates, micro-site hits, new scripts, etc. Target Segmentation Contact Strategy Best way to communicate with RA Using data analysis and Behavior Path prospects and customers to gather Marketing, determine best approach and maximize learnings * Data Mining, Campaign Performance Evaluation and Analysis, Customer Segmentation and Test Design, Predictive Modeling, Loyalty and Purchase Cycle Modeling, ROI and LTV Analysis Presentation Title Company Confidential Date © 200X Abbott
  • 10. Defendant’s O2OPTIX Net Sales December 10, 2001: Injunction granted $400,000 January 7, 2002: $255,000 CIBA Vision sends out corrective letters to Eye Care Professionals $200,000 $200,000 September 20, 2001: Vistakon seeks court order for injunctive relief August 2001: CIBA Vision begins disseminating false claims in $75,000 sell-sheets and journal ads $8,000 August September October November December January 2001 2002
  • 11. CIBA Vision Corporation Michael Kehoe Chief Executive Officer Henna Inam President MARKETING RESEARCH & FINANCE MANUFACTURING HUMAN INFORMATION LEGAL DEVELOPMENT RESOURCES TECHNOLOGY John McKenna MK Raheja Ray Greer Johanna Hough Christine Tsichlis Ray Greer R. Scott Meece Chief Marketing Officer Vice President Chief Financial Officer Vice President Manager General Counsel Mary Smith Timothy Walter Kathleen Casey Cliff Haskel Generalists (3) Specialists (9) Associate GCs (13) Vice President Director Vice President Manager Jeannie McBain Kimba Van Camp George Duck Tom Foristel Director Manager Director Manager Kathy Long Ian Everett Sean Higgins Alan O’Neil Manager Manager Manager Director Sales Reps (100) Product Teams (10) Analysts (15) Harriet Tolvey Quality Assurance Line Specialists (40)
  • 12. (4) Vistakon Challenges CIBA Vision’s Claims • 2005 – Introduced CIBASOFT Progressive Toric – a specialty toric multifocal lens that provides presbyopic, astigmatic patients with excellent intermediate and near vision without Vistakon questions the compromising distance acuity. veracity of this claim . . . – Opened a multi-million dollar manufacturing facility in Singapore to expand production of Focus DAILIES lenses. • 2004 – Introduced O2OPTIXTM - a high-oxygen, breathable daily wear contact lens that provides whiter, healthy-looking eyes. – Introduced AQuify® 5-Minute Multi-Purpose Solution that cleans, disinfects, moisturizes and stores all kinds of soft contact lenses including silicone hydrogels. • 2003 – CIBA Vision improves customer focus by expanding our North America sales force. – AOSEPT® Clear CareTM becomes the first one-bottle peroxide lens care solution cleared Vistakon questions the for use with rigid gas permeable lenses in the veracity of this claim . . . United States.
  • 13. Undue Experimentation A chemist has two options to get an enantiomer: 1 Separate the racemate into left and right enantiomers 2 Use chemical substitution to create the enantiomer “from scratch” H H O H
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