Return on Focus is a pharmaceutical marketing company, that has developed a unique Evidence-Based Marketing approach that allows us to formulate the optimal pharmaceutical marketing strategy for your brand. We use this philosophy every day to help our clients make more informed strategic and investment decisions that drive improved return.

1. ROF Evidence-Based Marketing Overview
Introduction to Evidence-Based Marketing
Prepared for LinkedIn/Slideshare Community
2014

2. ©2006 - 2010 Return on Focus LLC. All rights reserved. PO
MARKETING INSANITY…
DOING THE SAME THINGS
OVER AND OVER AGAIN AND
EXPECTING DIFFERENT RESULTS
If you want things to be different for your
brand, you need a different approach
What Do We Diagnose and Treat Everyday at ROF?

3. Need a Different Approach Because Majority of New
Product Launches Fail to Live Up to Expectations
SOURCE: EvaluatePharma, McKinsey Analysis of sample of 210 NME between 2003 and 2009
Actual Sales During 1st Year of Launch As % 1st Year Forecast Prior to Launch
Almost 2/3 fail
to meet first
year forecast
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4. Our Unique EVIDENCE-BASED MARKETING Approach
EVIDENCE-BASED MARKETING (EBM) is our tool that
enables the integration of internal evidence with
external strategic expertise and normative values
Best Marketing/
Research
Evidence
Objective
Strategic and
Marketing
Expertise
Normative,
Comparative,
& Analogous
Industry Values
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5. Objective Evaluation – Level of Evidence Taxonomyvv
IncreasingLevelofSupport
Preponderance of Evidence
• Hypothesis validated by quantitative research
• Includes studies that assess absolute impact on prescribing
• Primary and secondary research support
Demonstrative Evidence
• Hypothesis supported by quantitative or qualitative research
• Includes studies and/or data indicative of impact on prescribing
• Primary and secondary research support
Circumstantial Evidence
• Hypothesis supported qualitative research or transactional
reporting information (not linked to patient level data)
• Validated in at least one study
• Provides indirect support regarding prescribing
Observational Evidence
• Hypothesis has been proven within category or with
competing/similar products
• Potential for influence on brand not yet validated in research
5
4
3
Anecdotal Evidence
• Limited support for hypothesis available
• Based on supposition of issue rather than fact
1
2
Goal is to attain the highest
level of evidence possible
in support of commercial
needs and investments
vAdapted from Elbell MH, et al. Strength of Recommendation Taxonomy (SORT): a patient-centered approach to grading evidence in the medical literature. Am
Fam Physician 2004; 69: 549-57
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6. ROF Leadership Team
©2006 - 2014 Return on Focus LLC. All rights reserved.
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Over 20 years of client and supplier-side marketing experience
Founded, led and sold successful Brand Positioning Company
Created ROF in 2006 with the level of evidence philosophy based
on the underlying need in the biopharmaceutical industry
Passion – Critically examining grandfathered strategies and tenure
investments to make way for what truly works for your brand
Extensive experience in endocrinology, oncology/hematology are
rare diseases
Over 15 years of client and supplier-side marketing experience
8+ years of focus on Integrated Pharmaceutical Marketing
Passion – Finding an unexpected “nugget” during an analysis that
changes the way we view a product or market
Previous worked at MSKCC in leukemia and lymphoma department;
Worked at Oncology.com; led integrated marketing efforts at Shire
GI business unit
Dan Reinhardt
Abby Manning

7. Return on Focus has provided strategic-based evidence and insights across a diverse range of
biotechnology and specialty care companies
The Value of Evidence-Based Marketing is Recognized Among Industry Leaders
Biotechnology, Specialty-Care & Vaccine Portfolio
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8. Extensive Category Experience
Rare Diseases
Acromegaly
ALS
Castleman’s
Cushing’s
Non 24 Hour
Syndrome
Sarcoma
Severe Primary
IGFD
TTR Amyloidosis
Inflammation &
Immunology
Alzheimer’s
Crohn’s Disease
Lupus
Multiple Sclerosis
Psoriasis
Rheumatoid
Arthritis
Ulcerative Colitis
Solid Tumor
Adjuvant Breast
Cancer
Lung Cancer
Metastatic Breast
Cancer
NET/Carcinoid
Prostate Cancer
Hematology
CLL
Hemophilia A
Hemophilia B
MCL
Multiple Myeloma
NHL
Marketing application requires
deep category knowledge
to be valuable
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9. Application of EVIDENCE-BASED MARKETING Approach
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Marketing
Opportunity
Marketing
Effectiveness
Communication Adherence

10. EVIDENCE-BASED MARKETING Designed to Address
Key Business Questions
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Marketing
Opportunity
Marketing
Effectiveness
Communication Adherence
• Could my brand benefit
from a strong patient
marketing strategy?
• Do mid-level healthcare
professionals represent an
untapped opportunity
within my market?
• What additional marketing
opportunities best leverage
my new clinical data?
• What can be done to
educate and condition the
market to rapidly
internalize my brand story
at launch?
• How do I craft a compelling
and differentiated story for
my brand?
• Does the focus of my
current positioning have
the ability to maximize my
brand success throughout
its lifecycle?
• Which of my marketing
investments are providing
the greatest return?
• How do my marketing
efforts compare to industry
best practices?
• How can I optimize my
channel mix to increase
return?
• How can I determine the
“real world” adherence for
my brand or class of
medication?
• What specific factors are
contributing to non-
adherence with my brand?
• Which adherence-
enhancing interventions
have demonstrated proven
impact in overcoming my
brand’s specific challenges?

11. Pervasive Level of Evidence philosophy that
drives actionable insights and planning
Significant marketing, research, and analogous category experience
from your day-to-day senior level team enriches analysis
Objective and independent thinking devoid of promotional prejudice
Extensive, collective promotional effectiveness memory
increases likelihood of success
All services – strategic and research – under one roof with fixed pricing
Strong client testimonials available upon request
Benefits of Choosing Return on Focus
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12. ROF Contact Information
©2006 - 2014 Return on Focus LLC. All rights reserved.
PROPRIETARY AND CONFIDENTIAL
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Dan Reinhardt
dreinhardt@returnonfocus.com
@danreinhardt
Abby Manning
amanning@returnonfocus.com
Return on Focus, LLC
317 George Street, Suite 410
New Brunswick, NJ 08901
Tel: 888.815.4ROF
Fax: 888.367.4531
To learn more about
how we think, visit
LevelofEvidence.com