The FORtitude1

Market Research Behind the Scenes

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06.2012

.

A Word from MarketingBrought to you by previous

FORTESTA® Gel Brand Manager*, Dana Settembrino

Rep Spotlight: Amy Augspurger

Success with FORTESTA® Gel

Market Research Behind the ScenesConducting Market Research with

Cindy Karcewski

SURVEY: Your Communication, Your Way

FORtitudethe 06.2012

Confidential—For internal purposes only. Not to be used in promotion with customers. Not to be distributed.

The FORtitude1

06.2012

A Word from MarketingBrought to you by previous FORTESTA® Gel Brand Manager*, Dana Settembrino

We know you are focused on your customers and communicating the FORTESTA® Gel value proposition for patients with Low-T to HCPs all over the country. Some of you are thousands of miles away from the home office, so we thought we’d take a moment to fill you in on how we are strengthening our partnership with you.

Our job is to set the strategy and positioning for the brand and work with you to provide the right resources and tools needed to own a specific place in the hearts and minds of our customers. All of this will help drive your business, as well as drive overall market share for FORTESTA® Gel.

Dana Settembrino, previous FORTESTA® Gel Brand Manager*, shares some details about what the FORTESTA® Gel Marketing team does to support the field’s sales efforts and how communication and collaboration are the keys to success.

* Congratulations to Dana, who accepted a new role within the Marketing Department as Senior Brand Manager, SUPPRELIN® LA.

Supporting Sales and Driving Market Share

“The main focal points for my role is to ensure Marketing is working closely with sales leadership to develop and execute innovative programs that align to strategy, help increase FORTESTA® Gel brand awareness, and promote trial and adoption in appropriate patients,” Dana elaborates. “As Brand Manager, it is critical to find innovative, effective ways to streamline our marketing efforts, while keeping the field focused on the appropriate high decile HCP customers, communicating differentiated messages, and utilizing impactful marketing materials.”

“Most importantly, the creation of value-added promotional materials is all about leveraging insights to identify opportunities, with strong collaboration on

The FORtitude 06.20122

their development and execution between Marketing and Sales,” Dana adds. “In order for the brand to be successful, it is critical that both Marketing and Sales are aligned with the direction and strategy of the brand. It is not only about ‘what,’ but also about ‘how’ and ‘why.’”

Collaboration is Key

According to Dana, close collaboration between the Home Office and the field is essential to produce the best marketing and sales approach to drive business. And the Total Resources Team (TRT) is a key piece to that puzzle.

This group of 22 selected field reps from across the Pain and Urology Sales teams represent the ‘voice’ of the field. By partnering with the Marketing team and other brand stakeholders, a key role of the TRT is to ensure the Marketing team has a solid understanding of the promotional needs and market opportunities that exist for FORTESTA® Gel. They must also facilitate feedback from the field to provide Marketing with valuable information on how programs are doing. The Total Resources Team also serves as brand champions for the Marketing team. They help to translate strategy to execution and explain key programs to the field in more detail, so everyone learns how to effectively use programs and tools, understands how they’re going to drive business, and offers input on ‘what’, ‘how,’ and ‘why.’

“We conduct monthly conference calls with the Total Resources Team to ensure a regular exchange of information and insights from the field as well as the Home Office,” Dana explains. “We strongly encourage reps to provide feedback through the Total Resources Team. Keeping these lines of communication open is really a great way to stay aligned and partner together.”

The FORtitude 06.20123

Thank You to the Total Resources Team

Sincere thanks go to the following Total Resources Team members for investing their time and effort in our process in 2011 and at the beginning of 2012:

Making an Impact

Based on feedback we’ve received from the TRT, the FORTESTA® Gel Marketing team is working on several new programs and tools that we are aiming to launch during 2012.

Stay tuned for more information about these programs and keep sharing your feedback with the Total Resources Team. Together we can achieve even better results with FORTESTA® Gel!

• Shola Adewale

• Glenn Astley

• Jeff Beckman

• Todd Berner

• Laurie Bresnyan

• Chris Derrico

• Heather Ferguson

• Suzy Fleming

• Kevin Graham

• Amy Hossfeld

• Martha Katz

• Ellen Keane

• Chris Knight

• David Martin

• Mike McDonald

• E. Anthony Slimon

• Kenneth Smith

• Cory Stewart

• Shane Thomas

• Christa Townsend

• Renae Wallace

• Jennifer Williams

The FORtitude 06.201244

Amy AugspurgerSpecialty Sales Consultant Pain SolutionsSouthwest Region

Rep SpotlightSuccess with FORTESTA® Gel

“Hello, everyone. I’m Amy Augspurger from the Wichita Falls, Texas territory, in the Oklahoma and Arkansas district. FORTESTA® Gel was the first product launch of my pharmaceutical career, and it was a very exciting experience for me. I’m happy to say I’ve encountered great success so far, and I’d like to share some of the strategies I use in my sales calls with you.

Adding Value as a Resource

I believe my success with FORTESTA® Gel is based on a combination of factors that begin with enthusiasm and planning.

First, my excitement about this launch has carried through to my delivery. I planned ahead and identified large volume TRT writers using the sales reports. Once I got in front of my physicians, I was able to convey that we had a product that has some differentiating product attributes. Then I set the goal of gaining commitment from physicians to find an appropriate new patient to treat with FORTESTA® Gel. I also made sure to follow through with physicians to address any potential challenges including following up with pharmacy calls.

I also think the placebo canister was a fantastic aid to my success. I used it on every sales call to help show the features and benefits of FORTESTA® Gel for patients. I found the new savings cards to be another great tool to close physicians.

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06.2012

To help get a better understanding of my call plan, I took the time to analyze the data Endo provided which helped me determine which physicians I’d most likely have success with. My territory is rural, so gaining access is achievable and allows me to have meaningful sales calls within my territory.

Overcoming Challenges

While the access in my territory is great, the quantity of time I have to deliver my messages can be very brief. I have to be prepared to discuss information that’s important to them, so I ask as many questions as possible and listen more than I speak during initial interactions with physicians. When promoting the benefits of FORTESTA® Gel, I try to uncover what the physician is looking for and then I focus on that while delivering the benefits of the product. For example, I may discuss the 2% concentration, the travel-size canister, and that FORTESTA® Gel is a clear, colorless, odorless gel. I always remember to have a balanced conversation, and present relevant Important Safety Information during every sales call.

An even bigger challenge we face, is working in an evolving healthcare system with a lot of uncertainty. We’re faced with many challenges on a daily basis, so it’s important to stay optimistic and focused on the job at hand. Sometimes it’s easy to get caught up in the negativity, but we really must rise above and charge forward believing in our product.

Measuring Success

In my opinion, success is more than just the numbers. Of course, Endo provides goals, which are a quantitative way to measure how well I’m doing. But, ultimately, I think I have achieved true success when my customers view me as a valuable partner and resource for their practice. It also makes me feel valued when my physicians use FORTESTA® Gel as a treatment for their patients’ hypogonadism.

It’s just as important to work through challenges and share best practices with your team. Their support and input is a valuable resource to your success.

As far as personal success goes, I am pursuing my MBA and will graduate this year with a focus in healthcare management. I would love to pursue leadership opportunities within Endo Pharmaceuticals where I can leverage my strengths for the good of the company, our customers, and their patients.

The FORtitude 06.2012

Market Research Behind the ScenesConducting Market Research with Cindy Karcewski

Market research, including campaign development, awareness, trial, and usage (ATU) tracking studies, customer insights, and segmentation studies to support the FORTESTA® Gel brand team are among Cindy Karcewski’s duties as Senior Market Research Manager.

One of Cindy’s primary responsibilities is to conduct all market research to support the FORTESTA® Gel brand team and other UEO brands. As Cindy puts it, “I am an extension of the brand team. I put a market research plan together for the year that supports the team’s Key Business Questions and their strategic direction.”

Examples of the kind of information Cindy’s market research reveals are the findings from a recent Field Performance Advantage Study. “We found that doctors really like to be detailed. They like rep interaction and there is a huge interest in the FORTESTA® Gel brand.”

Cindy reviews market research findings such as these on Field Advisory Board teleconference calls with the brand team and the sales representatives who are members of the board. She also often presents these results at brand team meetings.

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Viewing Challenges as Opportunities

If I were to offer words of advice for my colleagues, I’d say enjoy what you do, look at every challenge as an opportunity, and make it into something you can be proud of. Don’t be afraid to ask questions and challenge physicians, too. The ever-changing healthcare industry is always a challenge, as I mentioned earlier, but you can’t be afraid of change. We are very lucky to be working for a company that is looking ahead at these challenges and changes to work with them rather than against them.“

The FORtitude 06.2012

Researching the FORTESTA® Gel Market

Prior to the FORTESTA® Gel launch, Cindy was dedicated to working with the brand team and our outside advertising agency on market research to determine how to best position the new product and campaign materials such as visual aids, journal ads, brochures, and flashcards.

“We did a lot of market research with endocrinologists, urologists, and primary care physicians to understand how to market the product compared to the competition,” explains Cindy. “We performed message testing on all sales tools the field now uses—including flashcards, dosing cards, etc.—and our results were incorporated into the final visual aids and brochures.”

After the launch, Cindy conducted an ATU/Customer Insight study, an Early Adopter study, and a Consumer Early Experience study that went out to the doctors the sales representatives detailed on FORTESTA® Gel and their patients.

“As part of these studies, we tried to ascertain what doctors recall from their interactions with our sales reps,” Cindy elaborates.

They asked questions, like:• What was the top-of-

mind message that resonated with you?

• How relevant were our messages?

• What was your interaction with our sales representative like?

• How satisfied are you with FORTESTA® Gel?

• What are your intentions to prescribe?

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Then Cindy examined how sales representative interactions with physicians compared with industry norms. Based on the results of various studies which were recently completed, Cindy worked with the brand team and ad agency to revise the master visual aid. Cindy is pleased to share that revisions to the messages were minimal, since the studies found when the key messages are communicated, they are very effective. The revised master visual aid was recently launched at the National Sales Meeting.

Coming Soon—Consumer Print Campaign

Now Cindy’s focus has shifted to preparing for the launch of additional consumer campaign materials. The following components were recently launched or planned to launch soon:

• Web communications • Patient Starter Kit • Print ad in the Physicians’ Journal • Refill Reminder Letters that mail to patients from the pharmacy, as part of

the Adheris Pharmacy Program

Look for even more materials later this year.

“The work being conducted for the new consumer campaign will help fill the demand for more consumer materials for the field to distribute to their doctors,” Cindy says.

Behind the Scenes with Cindy

Cindy has been with Endo Pharmaceuticals since 2007. Previously, she held several analyst and managerial positions at Wyeth, Pfizer, and Siemens.

When she’s not knee-deep in data, Cindy enjoys the outdoors and spending time with her family, including her two grown children, Brian and Diana, and her golden retriever, Skyler. She’s also an avid Phillies and Eagles fan and likes traveling to exotic beach destinations. Her 15 minutes of fame include waiting on President Nixon at a card shop when she was working part-time in college and meeting John Travolta in California.

The FORtitude 06.2012

Your Communication, Your WayWe want to make sure this new eNewsletter is all about what you want to read and learn about. To help us in this effort, we’d like to ask for your candid feedback.

Please take a few minutes and provide your answers to the questions below.

1 Would you like to receive regular updates from any of the following areas through the eNewsletter? (Check all that apply)

• Training • Competitive

• Business Analytics • Market Research

• Other (please indicate department): ____________________________

__________________________________________________________

2 How often would you like to see Marketing updates included in this eNewsletter? (Check One)

• Every month • Quarterly

• Every other month • As needed

3 How often would you like to see sales rep best practice highlights included in this eNewsletter? (Check One)

• Every month • Quarterly

• Every other month • As needed

4 Do you have any suggestions for topics you would like to see covered in an

upcoming edition?______________________________________________

_____________________________________________________________

_____________________________________________________________

9SU

RVEY

S U B M I T

FORTESTA® is a registered trademark of Endo Pharmaceuticals Inc.© 2012 Endo Pharmaceuticals Inc. All Rights Reserved. Chadds Ford, PA 19317 FT-02245/May 2012 www.FortestaGel.com 1-800-462-ENDO (3636)

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