< SUMMARY >

• Eight productive years of ad agency experience, crafting copy for leading pharmaceutical and consumer clients • Fashioned 360º campaigns for the Web, iPads, smartphones, video storyboards, social media, and gaming • Mentored creative staffers and freelance writers, building strong brands and capable teams through mentoring • Developed expertise in T1DM & T2DM, HIV/AIDS, bio-oncology, immunology, cardiology, digital medical devices,

electronic surgical implements, women’s health, migraine therapy, and psychiatry

< ADVERTISING EXPERIENCE >

Freelance: Copy Supervisor, Digital GCS New York, NY 1/2010—Present

Likeable Media • Generate social media campaign and pitch content for pharma, tech, lifestyle, and entertainment industries • Tailor copy to resonate with a range of demographics, and across trending social platforms

The CementBloc • Managed high-science, multimedia projects for Abraxane®, one of the agency’s largest oncology brands

Vayner Media • Achieved client goals by developing cutting-edge social media content for Facebook, Twitter, and Google+ • Provided concise creative direction, ensuring that social media content development was on message

Evoke Health • Revamped Welchol® hyperlipidemia / T2DM site and managed daily copy needs for Combipatch® HT

DraftFCB • Added momentum to a long-running portfolio of HIV brands, including Atripla® and Truvada®, leading projects

through from creative briefs to mechanicals

The CementBloc • Generated significant increase in Bayer’s glucometer shares following the release of the Contour® USB campaign • Wrote HCP-targeted T1DM copy for simplewins™ PRO site launch, and 360º digital campaign content for Bayer’s

Contour® USB launch—introducing the first glucometer with built-in diabetes management software • Launched and established OraSure as the leading at-home HCV and HIV diagnostic device in the US and EU • Mentored broad range of copywriters from junior-level freelance to senior staff writers

RCW • Created a 360° campaign including storyboards, scripts, Web content, and HCP podcasts for HIV brand, Prezista® • Produced Webcast about novel clinical study including demographic groups with limited access to HIV/AIDS research

Staff Writer: Copywriter, Senior Copywriter

Lyonheart (LLNS)—Senior Copywriter New York, NY 12/2008—9/2009 • Contributed daily copy for leading surgical devices, and worked directly with SVP and EVP on J&J business win • Developed message platforms and ads for key brands, product pipelines, and new business pitches • Crafted content and refined copy for Geodon® tablet PC, and created flash-animated pages for the Web

Harrison & Star—Senior Copywriter New York, NY 12/2007—12/2008 • Managed freelance writers, coordinated coverage, and critiqued DTC- and DTP-facing work • Maintained dynamic US and AI client relationships through frequent communication and presentations • Researched and honed messaging for new RA treatment paradigm, and crafted concepts for pitches and H&S brands

Cline, Davis, & Mann—Copywriter New York, NY 12/2005—12/2007 • Held ownership of high-profile Pfizer Helpful Answers account, producing copy for digital and print materials • Shaped Websites from wires to launch; built campaign concepts and developed various tactics • Nurtured strong client partnership through daily communication, and frequent copy and conceptual presentations • Helped launch a multicultural group, working to increase resonance with African Americans and Hispanics

< EDUCATION >

Skidmore College BA, English Literature Saratoga Springs, NY 1996—2000 High Honors & Departmental Honors 1998—2000

< SKILLS >

Digital MS Office, CS5, Adobe, Outlook, E-routing, Basecamp, AMA/AP editing, and Mac/PC Creative Fiction, digital photography and editing, ceramics, stone carving, and mixed-media sculpture

< JARED B. SIMMONS > Jared.Simmons77@gmail.com — 631.680.7375

Digital & Interactive Content

GRACE is a unique studyThe GRACE Study is the largest study to date in North America of treatment-experienced (TE) adultwomenwith HIV/AIDS to examine gender and race* differences in response to PREZISTA/r incombination with other antiretroviral (ARV) medication.2-4

• GRACE demonstrated that it is possible to recruit andretain large numbers of women,blacks, and Hispanicsinto US-based HIV/AIDS treatment studies2,3

• Themakeup of the study population—67%TEwomen and 33%TEmen—represents the population affected by HIV2

*Race was a secondary endpoint.Race analysis is not presented in this piece.

TibotecTherapeutics and GRACEAs a leader in the treatment of HIV/AIDS,Tibotec Therapeutics iscommitted to understanding theneeds ofwomen and people of colorwith HIV/AIDS,and expanding the clinical knowledge essentialto their treatment.

About the GRACE StudyThe GRACE Study looked at whether PREZISTA/r in combinationwith other ARVs would have a different effect in women comparedtomen.2

TE women,and particularly women of color,were the focusof the GRACE Study because of the disproportionate effectthat HIV/AIDS has in this population throughout the country.2,5

TEwomen have been underrepresented in trials to dateMore women are being diagnosed with HIV each year.Yet,despite the increasing numbers6:

• There is little information on howwomen,andparticularly women of color, respond to ARV treatment7

Increasing numbersmean an increasing need for information

Women account formore than one quarterof all newHIV cases in the US each year8

Women of color aredisproportionatelyaffected by HIV/AIDS9,10

Black women are 20 timesmorelikely to becomeHIV positive thanwhite women9

Women

Men

1/4

3/4

2004 2007

Asian or PacificIslander

American Indianor Alaskan Native

14%

66%12.7%

WhiteBlack

Hispanic

4.5% <1%

65%19%

15%

<1% <1%Asian or Pacific

IslanderAmerican Indianor Alaskan Native

WhiteBlack

Hispanic

Women living in the USn=152,962,259 (2007)10

Women livingwithHIV/AIDS in theUSn=146,692 (2007)*9

White women

Black women

“TheGRACE Study is an incrediblecontribution to theHIV andAIDScommunity.”1

DawnAveritt Bridge,Founder& Chair,TheWell Project

“Women are the growing face of HIV.”1

Linda Scruggs,Director of Programs,AIDSAlliance for Children,Youth,and Families

From 2004 to 2007, the number of blacks diagnosedwithHIV/AIDS increased each year.9

FPO

Please see PREZISTA Indication on the front cover.

Please see PREZISTA Important Safety Informationon pages 12-13.

*34 states with confidential name-based HIV infection reporting.

32

Visual: Type appears over photo silhouette of awoman’s face

VO: Women are a growing face of HIV/AIDS. Eachyear they account for...

GRACE Video Storyboard Page 1

Visual: Fades from silhouette to pie chart to VO copy

VO: ...more than one quarter of all newly diagnosedHIV cases in the United States. That’s approximately15,000 more women each year facing the challengesof living with HIV/AIDS.

Visual: Bar chart build showing racial disparity

VO: And, 80% of these women with HIV/AIDS arewomen of color.

Visual: Fade from chart to patients; headline fadesbefore VO begins

VO: Yet, there is little information on how womenrespond to HIV/AIDS treatment compared to men...

Visual: Patient images

VO: ...because not many women, especially womenof color, have participated in HIV clinical studies ofpeople who have taken HIV meds in the past—untilthe GRACE Study.

Visual: Running text banner across screen withbutterfly

VO: GRACE stands for Gender, Race, And ClinicalExperience. It is the largest study completed to datein North America in adult women with HIV/AIDSwho have taken HIV meds in the past.

Visual: Transition into GRACE logo Visual: Dr Fernando Garcia, Specialistin HIV/AIDS Care

Dr Fernando Garcia speaks: “Our vision, which isjust increase the opportunities and research in acommunity of color or minority groups and women…

80% of these women withHIV/AIDS are women of color.

80% of these womeHIV/AIDS are wome

14%Hispanic

66%Black

18%White

14%Hispanic

66Bl

18%White

Women are a growingface of HIV/AIDS.

Specialist in HIV/AIDS Care

Bridges connect more than 2 million people

to NYC each day

1 2 3

PHA connects more than 2 million patients

to medicine each year Your connection to helping patients

in need is closer than you think

4 5 6

Connections—Bridges

Pfizer Helpful Answers Storyboards (con't)

See me for who I can be by finding the answers to 3 questions hidden in this picture. Make your selections by touching the screen.

Good luck!

START GAME

Geofinder

See Me for who I can be TIME :

Part-time catererDiagnosis: bipolar Disorderrecent episode: Mixed

*Not an actual patient.

Lisa, 32*

n GEODON significantly reduced manic symptoms

n Few patients discontinued due to adverse events with GEODON

n GEODON does not require dose adjustments with frequently coadministered medications

TIME :1 1 6

finder

See Me for who I can be

Journal Ads & Concepts

We played

We play

We will play

Treat Today for Tomorrow in ASHUMIRA is indicated for the treatment of RA, AS, PsA, Ps, CD, and JIA. See abbreviated SmPC on the adjacent page for more information.

ATLAS was a 24-week, randomised, placebo-controlled trial (N=315) evaluating the safety and efficacy of HUMIRA 40 mg SC every otherweek in patients with active ankylosing spondylitis. The primary efficacy endpoint was ASAS20 response at Week 12. This analysis presents3-year data of open-label exposure to HUMIRA 40 mg SC every other week.

Proven efficacy today,sustained for tomorrow

Ankylosing spondylitis (AS)

• 64% of HUMIRA-treated patients achieved ASAS40at 3 years1

• 67% of HUMIRA-treated patients achieved BASDAI 50at 3 years1

The energy of Harmonic FOCUSTM means fewer instrument exchanges —that’s surgical efficiency.

• Precisely dissects, grasps, coagulates, and cuts without instrument exchanges

• Offers safer dissection near vital structures

• Reduces fatigue and increases concentration

energy efficiency

NEW

IMMUNITY REDEFINED

Kids can stand up to almost anything on their own—except the threat of meningitis.

MENVEO provides a dynamic immunological response against a devastating disease.

Playing tough’s not enough

Prescription assistance for uninsured Americans,

from sea to shining sea.

50 states. 5 years. 50 million prescriptions. In the last 5 years alone, Pfizer Helpful Answers® has helped 5 million uninsured people nationwide get their Pfizer medicines for free or at a savings. We offer more than 90 Pfizer medicines, including those most widely prescribed– the most comprehensive offering of its kind. People with lower incomes are eligible for greater savings.

Let your constituents know that we’re here to help. Call 1-888-304-3762 or visit www.PfizerHelpfulAnswers.com. Filling a need for prescription assistance.

PHA00048 © 2007 Pfizer Inc. All rights reserved.

HOPE BRINGS US TOGETHER

Pfizer supports The National Multiple Sclerosis Society’s pioneering work against MS. The foundations’ bright leadership and

human touch brings hope to the table in the fight against MS.

co-workers,with benefitsAnd they're willing to share

their skills

CLIN

EDA

V IS&

MANN UNIVERSITY

FOUNDED 198

4

substance

style convicti

ongrace

Register for classes now, and continue your education earning credits at Cline Davis & Mann University.

Print

5

Annual exacerbation rate1

p=0.0001

1.75

1.5

1.25

1.0

0.75

0.5

0.25

0Ann

ual e

xace

rbat

ion

rate

Placebo(n=123)

31%reduction

EXTAVIA0.25 mg(n=124)

1.31

0.90

Effective in Relapsing-Remitting MS (RRMS)Results from the Betaseron® IFNB pivotal study, a 2-year, double-blind, multicenter, randomized, parallel, placebo-controlled clinical trial in patients with RRMS. Patients were randomized to interferon beta-1b (0.05 mg every other day), interferon beta-1b (0.25 mg every other day), or placebo. Results shown here compare the interferon beta-1b 0.25 mg arm with the placebo arm. The primary end points were the frequency of exacerbations per patient and the proportion of exacerbation-free patients. A number of secondary clinical and MRI measures were also employed, including prolongation of median time to fi rst exacerbation (N=372).1

31% reduction in annualized exacerbation rate1 (p=0.0001)

25% of patients taking interferon beta-1b 0.25 mg remained exacerbation free vs 16% of placebo patients1 (p=0.094)

Interferon beta-1b 0.25 mg vs placebo (secondary end points):

51% reduction in rate of moderate or severe exacerbations per year1 (p=0.001)

80% increase in median time to fi rst exacerbation1 (p=0.010)

75% reduction of newly active MRI lesions4 (p=0.0026)

83% reduction in median number of T2 active lesions4 (p=0.0089)

The exact relationship between MRI fi ndings and the clinical status of patients is unknown. Changes in lesion area often do not correlate with changes in disability progression. The prognostic signifi cance of the MRI fi ndings in this study has not been evaluated.

Betaseron is a registered trademark of Bayer HealthCare Pharmaceuticals Inc.

CIS and RRMS

4

Time to second exacerbation 1,3

Number of patients free from second exacerbationn=176

n=292

139

249

115

223

101

205

24

47 p0.0001

50

40

30

20

10

0Sec

ond

exac

erba

tion

(%)

Day 0 Day 180 Day 360 Day 540 Day 720

Interferon beta-1b

Placebo

Risk reduction* of nearly 50% over 2 years (hazard ratio=0.53)

45% with placebo

28% withinterferon beta-1b

Please see additional Important Safety Information on pages 10 and 11. Please see accompanying full Prescribing Information in the pocket.

72% of interferon beta-1b patients with clinically isolated syndrome (CIS) did not experience a second exacerbation at year 23

92% of patients randomized to interferon beta-1b completed the 2-year study3

Important Safety Information

Injection site necrosis has been reported in 4% of patients in controlled clinical trials. Injection site reactions occurred in 78% of patients receiving EXTAVIA. Patients should be advised of the importance of rotating injection sites and the use of aseptic self-injection techniques.

Anaphylaxis has been reported as a rare complication of EXTAVIA use.

The rate of fl u-like symptom complex was approximately 57%. The incidence decreased over time, with only 10% of patients reporting fl u-like symptom complex at the end of the studies. Concurrent use of analgesics and/or antipyretics may help ameliorate fl u-like symptoms on treatment days. Leukopenia was reported in 18% of patients. Hepatic enzyme elevations of SGPT to greater than fi ve times baseline value were reported in 12% of patients and increases of SGOT to greater than fi ve times baseline value were reported in 4% of patients leading to dose reduction or discontinuation of EXTAVIA in some patients.

EFFICACY FROM CIS THROUGH RRMS

Proven Effective in Delaying the Second Exacerbation

* By proportional hazards regression adjusted for age/sex/steroids/T2-lesions/Gd-lesions.3

Results from the Betaseron® (interferon beta-1b) BENEFIT study, a 2-year, multicenter, randomized, double-blind, placebo-controlled trial in patients who had recently experienced an isolated demyelinating event suggestive of MS (clinically isolated syndrome). The primary end point was time to the development of a second clinical exacerbation. Secondary end points were brain MRI measures. Patients received either interferon beta-1b (0.25 mg every other day) or placebo (N=468).1

8 9

The purpose of this spread is to establish EXTAVIA as a disease-modifying therapy (DMT) that physicians would consider using in their appropriate CIS and relapsing-remitting MS (RRMS) patients. These pages feature data from two of the four earlier interferon beta-1b clinical trials in the EXTAVIA PI. Although many physicians may have experience using interferon beta-1b and are familiar with the data, this is still an important topic to discuss. Market research showed that even though interferon beta-1b has been available on the market since 1993, many HCPs were unfamiliar with the interferon beta-1b clinical trials and were interested in what they saw and heard. This insight provides us with a great opportunity to remind them of the interferon beta-1b efficacy story and tell the story of EXTAVIA.

EXTAVIA Visual Aid — Efficacy from CIS through RRMS

Interferon beta-1b has been proven effective in delaying the second exacerbation in patients with CIS when MRI data is suggestive of MS. This chart and accompanying bullet points demonstrate that a lower percentage of CIS patients taking interferon beta-1b went on to experience a second exacerbation during the course of the 2-year study. The smaller percentage seen here—28%—is a key selling point because it means that fewer patients experienced a second exacerbation. The bullet reinforces the data in the chart—72% of interferon beta-1b patients with CIS did not experience a second exacerbation. Information such as this is becoming increasingly relevant as physicians seek to treat MS patients earlier in the course of their disease.

Note that 92% of interferon beta-1b patients completed the study.

Be prepared for some physicians to question our use of what they perceive to be “Betaseron’s data.” Novartis acquired the rights to use these data as part of the agreement with Bayer.

The study design for each clinical trial appears next to each chart where appropriate. This information can help provide context to the messages being discussed.

For example, this study was a 2-year clinical trial among people who had CIS and MRI findings suggestive of MS. The main outcome that investigators evaluated (the primary endpoint) was the time to development of a second clinical exacerbation. Physicians who are familiar with Betaseron may recognize this as the BENEFIT study, which is noted in the study design.

SAMPLE OPENINGS:

“ Now I’d like to show you data from the interferon beta-1b trials that establish EXTAVIA as a DMT for your

appropriate CIS and RRMS patients.”

“ EXTAVIA is efficacious from the first clinical event through RRMS. I’d like to show you data from the interferon beta-1b

pivotal trials that show how EXTAVIA can help your appropriate patients.”

Page 4

Page 5

EXTAVIA is also effective in RRMS. In this study, interferon beta-1b achieved a 31% reduction in annualized exacerbation rate compared to placebo.

The study design associated with this chart describes a 2-year clinical trial in patients with RRMS that compared interferon beta-1b to placebo. The two primary endpoints were the frequency of clinical exacerbations and the proportion of patients who remained exacerbation free. Physicians who are familiar with Betaseron’s data may recognize this as the IFNB pivotal study, which is noted in the study design.

These data points further underscore the efficacy of interferon beta-1b in RRMS, reducing the annualized rate of exacerbations and allowing one out of four patients to remain relapse free over the course of the study.

The first bullet reflects the percent reduction of the average annualized exacerbation rate of placebo patients (1.31) compared to that of patients taking interferon beta-1b 0.25 mg (0.90).

Interferon beta-1b also demonstrated an effect on secondary outcome measures. This included large percentage reductions in the rate of exacerbations, the time to first exacerbation, the number of active lesions, and newly active lesions compared to placebo.

The first bullet shows that the number of moderate or severe exacerbations per year was halved.

The next bullet shows a significant delay to first exacerbation.

Next, the reduction of newly active MRI lesions is called out with a 75% reduction in newly active lesions.

The final bullet looks at the reduced number of T2 active lesions.

Many physicians rely on MRI data to make diagnoses and evaluate the disease activity of their patients.

Data such as these can help support the results of the primary endpoints and demonstrate to physicians the benefit that EXTAVIA provides their patients with RRMS.

A

B

A

B

C

C

D

D

E

E

F

F

SAMPLE trANSItIONS tO NExt SPrEAd:

“ Now I’d like to show you the well-established

safety and tolerability profile for EXTAVIA.”

This documenT is for inTernal sales Training purposes only. noT To be lefT wiTh, deTailed from, or shown To anyone ouTside of novarTis pharmaceuTicals corporaTion.

You or your patients can call 866-925-2333 to learn more about the many services available through our program.

Available 8:00 am — 8:00 pm Eastern Time Monday through Friday*

Call Center Nurses are available 7 days a week for patient inquiries of an urgent nature.†

Focused on patient care

Offers a wide range of important services that help assist your patients in managing their disease

Provides a single point of contact to facilitate communication for you and your patients

Ensures personalized training, education, and support for your patients with EXTAVIA Field Nurses

Helps many patients pay for treatment via the EXTAVIA Co-Pay Assistance Program

Enables you to review the status of your patients’ EXTAVIA prescriptions and associated services through the online EXTAVIA Support Center

Novartis Pharmaceuticals CorporationEast Hanover, New Jersey 07936-1080 ©2010 Novartis Printed in the USA 7/10 EXD-800228

EXTAVIA is a registered trademark of Novartis AG.

Enroll your patients in the EXTAVIA Patient Support Program by completing a Service Request Form (SRF). Ask your EXTAVIA representative

for an SRF, or download an electronic version at www.EXTAVIA.com.

* Excludes public holidays.† In the event of an urgent issue after hours, patients can leave a message at the call center and a Support Program Nurse will return the call within approximately 30 minutes.

WHY has my doctor given me this brochure?

6

WHAT is ABRAXANE?

7

ABRAXANE is a kind of chemotherapy used to treat advanced NSCLC.

Chemotherapy is a kind of drug that works by killing cells that are growing and dividing, including cancer cells. ABRAXANE belongs to a class of chemotherapy drugs called taxanes. Taxanes are derived from yew trees and have been used by doctors for many years.

A recent large study demonstrated that 30% more patients had their tumors shrink with ABRAXANE and carboplatin (another chemotherapy drug) compared to a different chemotherapy (paclitaxel injection) and carboplatin.

• 170 of 521 patients responded to ABRAXANE and carboplatin

• 132 of 531 patients responded to paclitaxel injection and carboplatin

Non–small cell lung

cancer (NSCLC) is the

most common type of

lung cancer.

WHY has my doctor given me this brochure? WHAT is ABRAXANE®?

Your doctor gave you this brochure because you have advanced non–small cell lung cancer, also called NSCLC.

NSCLC is one of the 2 main types of lung cancer. The other type is small cell lung cancer. NSCLC is more common than small cell lung cancer. The 2 types are treated very differently from each other.

Your doctor has chosen to treat your NSCLC with a medicine called ABRAXANE® in combination with another drug called carboplatin.

This booklet provides information about NSCLC and ABRAXANE. It is also important to speak to a member of your healthcare team about any questions or concerns you have.

More patients had

their tumors shrink

with ABRAXANE and

carboplatin compared

with another treatment.

30%MORE PATIENTS HAD THEIR TUMORS SHRINK WITH

ABRAXANE& CARBOPLATIN

In addition to RTK inhibition, Pfizer Oncology is currently researching other types of compounds against CRC. Pfizer Oncology is dedicated to the development of a diverse array of agents that target many of the molecules and processes dysregulated in CRC as well as in many other cancer types.

Colorectal Cancer (CRC)

VeGFR exPReSSIOn In CRC

In general, 50% to 70% of colon cancers express VeGF12

— The expression of VeGF in colorectal cancer, either at the mRna or protein level, is reported to be higher than that in normal colonic mucosa13

— In addition, VeGF levels are higher in metastatic cell lines and colorectal cancer tissues than in nonmetastatic cells or tissues13

Both the proportion and intensity of VeGF expression are positively associated with the progression of colon carcinogenesis12,13

— The inverse correlation between VeGF expression and intratumoral microvessel density in CRC prognosis provides evidence for the role of angiogenesis as a therapeutic target in patients with colorectal cancer12

>>

>>

>> One approach to CRC treatment being investigated by Pfizer Oncology is RTK inhibition. Through direct targeting of tyrosine kinase receptors such as VeGFR and others such as platelet-derived growth factor receptor (PdGFR), KIT, and FlT3, multi-targeted RTK inhibitors exhibit both antiangiogenic and antitumor activities. Both tumor cell proliferation and blood vessel support of tumor growth are reduced through the interaction of these receptors with tyrosine kinase inhibitors14

COMPOund ReSeaRCH PlaTFORM PHaSe OF deVelOPMenT

ticilimumab(CP-675,206)

Fully human monoclonal antibody (mab)

active against CTla4

Phase 2 monotherapy

axitinib (aG-013736)

Oral RTK inhibitor

Potent inhibition of the VeGFR and PdGFR pathways

Phase 1/2 combination

Colo

rect

al C

ance

r

Activation of innate and immune responses

TLR9

Lung Cancer

TlR9: a POTenTIally IMPORTanT TaRGeT In lunG CanCeR

The human immune system has 12 toll-like receptors (TlRs), which initiate a variety of host defense mechanisms when activated.15,16 One such TlR, TlR9, is expressed in 2 types of human immune cells: plasmacytoid dendritic cells (pdCs) and B cells.17 TlR9 is activated by unmethylated CpG dinucleotides, which are found in foreign pathogens as well as synthetic oligodeoxynucleotides (Odns) containing unmethylated CpG motifs. When activated, TlR9 triggers a cascade of innate and adaptive immune responses that exert a variety of potent antitumor effects.

Two important approaches in lung cancer treatment being studied are receptor tyrosine kinase (RTK) inhibition and toll-like receptor 9 (TlR9) agonists.

lunG CanCeR InCIdenCe and MORTalITy

>> In 2002, there were 1,352,132 new cases of lung cancer and 1,178,918 deaths worldwide1

>> The age standardized rate (aSR)* of incidence for lung cancer worldwide is 35.5 in men and 12.1 in women1 *aSR is per 100,000 people.

>> The worldwide aSR of mortality for lung cancer is 31.2 in men and 10.3 in women1

>> Worldwide, lung cancer is the foremost cause of cancer-related mortality1

>> The risks of lung cancer are highest in the united States and europe1

Overall 5-year survival rates are less than 15%1

>>

Lung Cancer

� � � �

OBJECTIONS TARGET YOUR ANSWERS CADUET® COMING TOGETHER

FOR BETTER CONTROL

Objection 1: “I treat my African American patients the same as my Caucasian patients.”

Core insight: Healthcare providers (HCPs) are trained to give all patients a similar level of care.

Response: “Doctor, the prevalence of uncontrolled concomitant HTN/DYS in African American patients demonstrates the need to aggressively treat these risk factors and reduce CV events.”

Objection 2: “I’m more concerned with controlling HTN than DYS, so I allow my African American patients to try getting DYS under control with diet and exercise alone.”

Core insight: HCPs and African American patients often perceive HTN as the “silent killer” and therefore, HTN is often treated more aggressively than DYS.

It is crucial that HCPs and patients understand that DYS is as dangerous as HTN and needs to be treated with equal rigor.

HCPs often focus on controlling HTN, but push personal initiative, rather than medicine to control DYS. African American patients felt a DYS prescription implied that they had failed.

Response: “Risks of uncontrolled HTN are well accepted, but uncontrolled HTN and DYS are major risk factors for CV events, like stroke and MI. Patients with HTN and DYS need to be treated for more than BP alone. CADUET provides a solution for both.”

Objection 3: “I don’t use CADUET because I don’t recall data proving that Norvasc or Lipitor works in high-risk African American patients.”

Core insight: Since there is a perception that the major Lipitor or Norvasc trials had few African American patients, some HCPs are concerned with extrapolating these data to these patients.

Response: “The CAPABLE study, while an open-label trial, demonstrated the ability of CADUET to control HTN and DYS in African American patients with up to 3 other CV risk factors, including smoking and type 2 diabetes.”

Objection 4: “I can’t get my patients to remain adherent to DYS medication, so I don’t see CADUET offering any advantage to what I’m currently using.”

Core insight: Physicians told us that patients weren’t aware of the risk inherent in non-adherence.

Response: “Results from CARPE demonstrate that patients taking CADUET were up to 3 times more likely to be adherent than patients taking a CCB and statin combination for their HTN/DYS.”

Objection 5: “I don’t like a combination pill like CADUET.”

Core insight: Some HCPs do not feel comfortable initiating patients with concomitant HTN and DYS on a combination pill. They are concerned with customizing the dosage for both risk factors.

Response: “The dosing flexibility of CADUET provides your patients with the benefits of Norvasc and Lipitor in a single pill. CADUET allows customization of the dose of Norvasc and Lipitor.”

Objection 6: “I prefer to use a diuretic, ACE inhibitor, CCB, and generic statins with my African American patients.”

Core insight: Since African American patients often require multiple medications to control HTN, many HCPs have established a pattern of treatment (sometimes diuretics and ACEs).

Response: “The CAPABLE trial included patients that were taking diuretics, -blockers, and ACEs. In those patients, CADUET controlled HTN, and has shown improved adherence over the combination therapy of a CCB and a statin. CADUET has benefits beyond just reducing LDL-C.”

CADUET® African American Message Map & Objection Handler

You are not aloneGet together! Get excited! Get healthier!You may feel better about managing your high BP when you learn more about it. Talk to your doctor if you need more information.

You can learn how to:• Get the most out of the BP success

Zone Program • Understand your medicine• Make lifestyle changes to help you get to

BP goal• Stay on track to keep your BP

numbers down

Learn the BP basicsTo get results, you need to learn about BP. High BP is very serious. If left untreated, high BP can lead to heart attack or stroke.* It is important to stay on top of it. You must track your BP numbers over time.

• The BP Success Zone is defined as less than 140/90 to 120/80 mm Hg or below†

• The first number is called systolic. This is the top number. It measures your BP when the heart beats

• The second number is called diastolic. This is the bottom number. It measures your BP between beats

What you need to know about BP:

Know the BP Success Zone

You are not aloneGet together! Get excited! Get healthier!

You may feel better about managing your high BP when you learn more about it. Talk to your doctor if you need more information.

You can learn how to:• Get the most out of the BP Success

Zone Program• Understand your medicine• Make lifestyle changes to help you get to

BP goal • Stay on track to keep your BP

numbers down

6

Your friends, family, and doctor can all work with you to help you lower your BP.

Know the BP Success ZoneLearn the BP basics

To get results, you need to learn about BP. High BP is very serious. If left untreated, it can lead to heart attack or stroke.* It is important to stay on top of it. You must track your BP numbers over time.

What you need to know about BP:• The BP Success Zone is defined as less than 140/90 to

120/80 mm Hg or below†

• The first number is called systolic. This is the top number. It measures your BP when the heart beats

• The second number is called diastolic. This is the bottom number. It measures your BP between beats

Most people can’t feel if they have high BP. they need to visit a doctor and have their BP checked.Be sure to ask your doctor if your BP readings are in the range that is best for you.

120/80

140/90

the BP success Zone Zona Éxito

Most people can’t feel if they have high BP. they need to visit a doctor and have their BP checked.Be sure to ask your doctor if your BP readings are in the range that is best for you.

Family support can help you lower your high BP.

†Individual results may vary. †Los resultados individuales pueden variar.

Your friends, family, and doctor can all work with you to help you lower your BP.

Learn more about BP health.

El Programa y las medicinas en este Programa no son apropriados para personas menores de 18 años.The Program and the drugs in this Program are not intended for anyone under the age of 18.

7

This is the BP Success Zone range

Este es el rango

de la Zona Éxito

* The medicines in this Program are approved to treat high BP, and are not approved to prevent or treat heart attack or stroke resulting from high BP.

* The medicines in this Program are approved to treat high BP, and are not approved to prevent or treat heart attack or stroke resulting from high BP.

6 7

Choosing the besttreatment for your child

Bringing theteam togetherThe first step in getting the care your child needsis finding a paediatric rheumatologist. Talk to yourchild’s paediatrician. He or she can refer you toa specialist.

Once you’ve found a paediatric rheumatologist,they may recommend other helpful resources.Don’t hesitate to reach out to the followingprofessionals:

• Paediatrician• Nurse specialist• Pharmacist• Therapist• Parent support group• Teacher/counselor• Other specialists

With your support and the guidance of yourhealthcare team, you and your child caneffectively manage the challenges of JIA.

FPO

There are many aspects to consider when treatingJIA. Medications are used to reduce pain, swelling,and other symptoms.

Initially, your child may have been treated with painrelievers (analgesics) and medications that reduceswelling (anti-inflammatories).

If symptoms continue, your child’s paediatrician mayprescribe disease-modifying antirheumatic drugs(DMARDs) such as methotrexate. The mostadvanced medications for JIA are biologics—medications created from natural sources. HUMIRA(adalimumab) is a biologic and may be used with orwithout methotrexate.

Types of medications used in JIA include

Physical therapy may also be used in combinationwith medications to help restore mobility andstrengthen muscles.

HUMIRA—a human-based biologic that reduces pain,swelling, and other symptoms of JIA so that your

child can move more easily

Analgesics—such as acetaminophen (reduces pain)

Nonsteroidal anti-inflammatory drugs (NSAIDs)—such as ibuprofen(reduces pain and swelling)

DMARDs—a more aggressive treatment,like methotrexate, for pain and swelling

Biologics—an advanced class of drugs that blockthe body’s inappropriate immune response

Please see inside back cover for Important Treatment Considerations.

For detailed instructions, refer to the Patient Information Leafletfound in the HUMIRA box.

HUMIRA is indicated for reducing signs and symptoms, inducing major clinical response, inhibiting the progression of structural damage and improving physical function in adult patients with moderately to severely active rheumatoid arthritis.

*First patient dosed in April 1997; first approval for RA in 2002.

©2008 Abbott Laboratories Abbott Park, IL 60064 [CODE] August 2008 Printed in U.S.A.

DE019 was a 1-year, multicenter, randomized, double-blind, placebo-controlled study (N=619) with primary endpoints of ACR20 at 24 weeks, change in modified TSS, and physical function as measured by the disability index of the Health Assessment Questionnaire at 52 weeks. The 1-year trial was followed by a 4-year OLE (N=553). At 5 years, 304 patients had completed the study. During the double-blind phase of the study, patients received MTX plus either HUMIRA 40 mg eow, HUMIRA 20 mg weekly, or placebo. Patients who completed the double-blind phase were eligible to enroll in the OLE study to receive HUMIRA 40 mg eow + MTX. Radiographs were taken at baseline and at 1, 3, and 5 years. Radiographs were assessed for TSS, joint erosion score, and joint space narrowing score.

5 years of radiographic inhibition demonstrated in long-standing RA

0 1 3YEAR

5

BLINDED OPEN-LABEL

DE019: Mean Change in TSS§ From Baseline5

3.7(n=92)

0.0(n=120)

3.9(n=86)

0.83(n=113)

12

10

8

6

4

2

0

-2

Switched to HUMIRA + MTX

2.5(n=92)

-0.6(n=120)

ME

AN

CH

AN

GE

FR

OM

BA

SE

LIN

E

HUMIRA 40 mg eow + MTXPlacebo + MTX

• 5 out of 10 patients on HUMIRA + MTX had ≤0 change in TSS at 5 years6

• Approximately 6 out of 10 had a change in TSS of ≤0.5 at 5 years5

Significant improvement in ACR scores• 59% of HUMIRA + MTX–treated patients achieved ACR50 at 2 years vs 43% on MTX alone (P≤0.001)3

• 63.3% of HUMIRA + MTX–treated patients achieved the primary endpoint of ACR20 at Week 24 vs 29.5% of patients on placebo + MTX (P≤0.001 vs placebo)4

— A 55.6% decrease in CRP levels was achieved by HUMIRA + MTX–treated patients at Week 24 vs an 11.1% decrease for the placebo + MTX group (P≤0.001)4

ME

AN

CH

AN

GE

IN

TS

S

0

2

4

6

8

10

12 11.48

PREMIER: Mean Change in TSS§ by ACR Response at 2 Years2

8.06

6.42

4.45

2.15

<ACR20 ACR20 to<ACR50

ACR50 to<ACR70

ACR70 to<ACR100

ACR100

1.89II

0.63¶

1.98¶2.09II

0.50

IIP<0.01, HUMIRA + MTX vs MTX alone.¶P<0.05, HUMIRA + MTX vs MTX alone.

HUMIRA + MTX

MTX alone

24 33 37

32

59 13

16 28 98 25

MTX alone n=

HUMIRA + MTX n=

ACR RESPONSE

• HUMIRA + MTX was more effective than MTX alone in inhibiting the progression of joint damage2

Clinical response with MTX alone is a poor predictor of radiographic efficacy

Sustained radiographic inhibitionas measured by joint erosion scores

For this analysis, observed clinical and radiographic results were assessed post hoc for patients with early RA who completed 2 years of treatment with HUMIRA + MTX or MTX alone and who had radiographs and ACR scores at baseline and 2 years. Mean change in TSS was determined for patients according to the level of ACR response using nonoverlapping categories.

§TSS=total Sharp score.

Please see Important Safety Information on adjacent panel.Full prescribing information is available from Sales Representative in booth.

0 1 3YEAR

5

BLINDED OPEN-LABEL

DE019: Mean Change in Joint Erosion at 5 Years5

1.5(n=92)

-0.2(n=120)

1.1(n=86)

-0.1(n=113)

3.0

2.5

2.0

1.5

1.0

0.5

0.0

–0.5

1.2(n=92)

-0.3(n=120)

ME

AN

CH

AN

GE

FR

OM

BA

SE

LIN

E

HUMIRA 40 mg eow + MTXPlacebo + MTX

–1.0

• Mean change in TSS at 1 year was 1.3 for HUMIRA + MTX–treated patients vs 5.7 in the MTX-treated group (P<0.001)1

†No radiographic progression defined as TSS change ≤0.5 from baseline.‡Concomitant use of MTX at any time during the OLE was at the investigators’ discretion.

Patients with no radiographic progression in early RA with aggressive disease (∆TSS≤0.5)†

PREMIER: Patients With no Radiographic Progression at 5 Years (∆TSS≤0.5) 1

Original randomized arms Patients with no radiographicprogression per original treatment

(Baseline—Year 5)

54%

33%

Open-label extension(OLE)

0 2 5YEAR

Blinded Open-Label

HUMIRA + MTX(n=126)

(n=117)MTX alone

This radiographic analysis included patients who were followed from baseline through Year 5 from each original treatment arm (n=268, HUMIRA + MTX; n=274, HUMIRA alone; n=257, MTX alone).

References: 1. van der Heijde D, Landewe R, Sharp JT, et al. Initial Combination Therapy with Adalimumab and Methotrexate Leads to Better Long-Term Inhibition of Radiographic Progression in Early RA: 5-Year Results of the PREMIER Trial. Presented at American College of Rheumatology Meeting. October 2008; San Francisco, California. 2. Emery P, Genovese M, Van Vollenhoven RV, et al. Less progression of joint erosion (JE) and joint space narrowing (JSN) with adalimumab plus MTX vs. MTX monotherapy at all levels of clinical response: subanalysis of PREMIER. Presented at: European League Against Rheumatism Annual Scientific Meeting; June 2007; Barcelona, Spain. 3. Breedveld FC, Weisman MH, Kavanaugh AF, et al, for the PREMIER Investigators. The PREMIER Study: a multicenter, randomized, double-blind clinical trial of combination therapy with adalimumab plus methotrexate versus methotrexate alone or adalimumab alone in patients with early, aggressive rheumatoid arthritis who had not had previous methotrexate treatment. Arthritis Rheum. 2006;54:26-37. 4. Keystone EC, Kavanaugh AF, Sharp JT, et al. Radiographic, clinical, and functional outcomes of treatment with adalimumab (a human anti-tumor necrosis factor monoclonal antibody) in patients with active rheumatoid arthritis receiving concomitant methotrexate therapy. Arthritis Rheum. 2004;50:1400-1411. 5. Keystone EC, Kavanaugh AF, Sharp JT, et al. Inhibition of radiographic progression in patients with long-standing rheumatoid arthritis treated with adalimumab plus methotrexate for 5 years. Presented at: European League Against Rheumatism Annual Scientific Meeting; June 2007; Barcelona, Spain. 6. HUMIRA full prescribing information.

Inhibition of radiographic progression with HUMIRA + MTX

PREMIER was a 2-year, multicenter, randomized, double-blind study (N=799) evaluating the safety and efficacy of HUMIRA 40 mg SC every other week in subjects with moderate-to-severe early (less than 3 years’ duration) rheumatoid arthritis who were methotrexate (MTX)-naive. Patients were randomized to receive HUMIRA + MTX, HUMIRA, or MTX. The primary efficacy endpoints included ACR50 response and change in modified TSS at Week 52 in patients receiving HUMIRA + MTX vs MTX alone.In a 3-year OLE, all patients received HUMIRA 40 mg eow. Concomitant use of MTX at any time during the OLE was at the investigators’ discretion. Three hundred sixty patients had available ACR responses and radiographic scores at 5 years of therapy.

34%

(n=257)MTX per physician discretion‡

61%

(n=268) All patientson HUMIRA

Bleed: 23.5"

Ble

ed:2

4.75

"

Trim: 22.5"

Trim

:23.

75"

Safety: 22"

Saf

ety:

23.2

5"

JOB NUMBER: HUMR-35096 - B1/B2 JOB NAME: ACR Convention Panel

# PAGES: 1 Bleed: 23.5'' X 24.75'' # COLORS: 4c Trim: 22.5'' X 23.75''

Live: 22'' X 23.25'' CLIENT CODES: XXX-XXXXX Finished Size: 90'' x 95''Additional Comments:

FILE SET UP AT 25% OF FINAL SIZE

Panel B2

Strategy & Branding

2

Branding ObjectiveA strong brand identity makes your brand immediately recognizable, and distinguishes itfrom the competition. It helps establish an emotional connection between your brand andthe people who use it, and that connection leads to confidence and trust.

In these days of globalization, a consistent, worldwide brand identity is critical. This reinforces messaging among all audiences, wherever they encounter it – in journals, atcongresses, or in the news.

The brand identity of HUMIRA is expressed through a combination of elements: colors,typography, logos, visuals, headlines, taglines, body copy. These guidelines describe allof these elements, and will serve as a reference resource for your promotional initiatives.By adhering to these guidelines, we can ensure consistent worldwide messaging andcommunications for HUMIRA in Crohn’s disease.

Brand Positioning Our positioning for HUMIRA describes its place in the market, and how HUMIRA is perceived by physicians and patients throughout the world.

Our positioning rests on a core promise:

HUMIRA provides the sustained efficacy that can deliver enduring freedom from the constraints of Crohn’s disease.

All of our branding elements have been designed to reinforce this powerful message ofsustainability and freedom.

The Novartis MS Franchise is a preferred & trusted partner of the MS community,

providing leadership and innovation

Strategic Imperative 1

Strategic Imperative 2

Strategic Imperative 3

Strategic Imperative 4

Strategic Imperative 5

Strategic Imperative 6

Improve the comprehensive care of people

with MS

Deliver novel solutions to the MS community

Continue to build

differentiated & dedicated MS expertise and infrastructure

Co-positionproduct portfolio

to maximizelong-term value

Lead scientific advancements in the treatment

of MS

Evolve organizational and cultural

mindset to meet unique

requirements of specialty

markets

Strategic Imperative 1

Continue to build differentiated &

dedicated MS expertise and infrastructure

Strategic Imperative 2

EXTAVIA is the fresh, energetic Novartis brand of an established high-dose/high- frequency interferon mainstay, providing

an innovative approach to MS care

Continue to differentiate EXTAVIA in the minds of key customers by

strengthening the product proposition

Strategic Imperative 3

Develop pricing and contracting strategy

to gain advantageous positioning versus Betaseron while

minimizing NDC blocks

Strategic Imperative 4

Deliver novel solutions to the MS community

Neurologists and Nurses

Peoplewith MS

Novartis

Brand Strategy

6

This documenT is for inTernal sales Training purposes only. noT To be lefT wiTh, deTailed from, or shown To anyone ouTside of novarTis pharmaceuTicals corporaTion.

7

The EXTAVIA Brand Strategy

The US MS Franchise is poised to reach blockbuster status by 2013. To get there, we must begin now, with the launch of EXTAVIA. Sales goals will be achieved by exceeding the current standards of excellence in the MS marketplace. We will do that by establishing:

A robust patient service model, to be executed over time

Good customer relationships with Sales Specialists placed in priority territories

Broad access and competitive out-of-pocket costs to the patient

Product differentiation and the successful co-positioning of EXTAVIA and, when approved, oral fingolimod

In so doing, the Novartis MS Franchise will redefine the standard of care in MS.

The MS Stakeholders:

Key insights from market research:

Patients do not want to be defined by their MS

Neurologists do not always know when patients are failing

Neurologists are reluctant to switch

Treatment algorithms have not been established

Effective tools to manage neutralizing antibodies (NAbs) are lacking

The EXTAVIA strategic imperatives

These position the brand within the framework of the MS Franchise.

The novartis MS Franchise strategic imperatives