Executive Insight AG. Company Snapshot Presentation. Company Presentation.

“I have no hesitation in recommending Executive Insight as a true business partner in helping address difficult business challenges.”

European Brand Director, Global Top 3 Pharma

2

Executive Insight at a Glance

For over 10 years, Executive Insight has been supporting clients across a variety of therapeutic

areas develop and implement innovative strategies to adapt to the evolving customer landscape

and enable customer-centricity

Our team of experienced practitioners, with a mix of medical, industry and consulting backgrounds

is passionate about empowering sales and marketing, medical and access executives generate

fresh customer insights and achieve superior business outcomes

We do not bring standard tools or solutions to the table, but instead are recognised for our

collaborative, tailored approach and flexibility in meeting our clients’ needs and developing

solutions that work for them

Executive Insight provides management consulting to support (bio)pharmaceutical companies evolve their commercial models in Europe

2

3

Empowering you to successfully work with your customer & stakeholder networks is what we are passionate about

HOSPITALS: complex decision making and formalized buying processes

PHYSICIANS: formation of collective groups e.g. managed care organizations

PATIENT GROUPS: change in role from sufferers to partners in care

PAYERS: increasing control over healthcare environment

Your customer & stakeholder universe is constantly evolving:

PRMA BODIES: tightening regulations and challenging value demonstration requirements

KOLs: emergence of new types of (non-clinical) influencers

3

We understand the implications of these changing customer dynamics and work with you to successfully adapt your commercial business model

4

Our service offerings have been designed such to address every aspect of a successful commercialization approach

COMMERCIAL MODELS

We provide an established methodology for designing and implementing innovative commercialisation strategies that match the size and situation of your company

MARKET ACCESS

We are the only company that offers you a one-stop shop for all your market access services.

REGULATORY

We support you with building a regulatory strategy to successfully accompany your product through its entire life cycle.

MARKETING

We support our clients in developing a compelling value proposition that goes beyond the product to ensure “value beyond the pill”.

SALES

We help you find the right balance between adding true value to customer interactions and realising efficiencies.

CUSTOMER & MARKET INSIGHTS

We offer innovative methods for generating fresh customer insights.

NETWORK MAPPING & MANAGEMENT

We help our clients to understand and engage with new and emerging healthcare stakeholder networks.

4

5

Commercial Models: Innovative commercialization strategies tailored to your company

5

SITUATION: Our client, a top-10 pharma company, had two critical-care products that were not performing well globally. The traditional pharma commercial model was not working for these products

SOLUTION: • Defined the business case and developed a

pilot centralised Pan-European commercial model, based out of Switzerland.

• Provide a very high level of customer service, befitting the highly specialised physicians, whilst reducing the overall OPEX and headcount.

IMPACT: EU became the only profitable region worldwide and achieved the highest customer equity score recorded in the industry

Building a pan-European commercial model

We help our clients create a fit between product, organisation and market situation to develop the most effective and efficient way to market your product:

Go-to market strategies for biotech companies or new drugs: We have an established methodology, based on our ten years of experience in designing and implementing innovative commercial models. The model starts with evaluating the market situation, and culminates in an achievable roadmap through launch, designed to maximise the value of the asset(s). These strategies ensure that our customers can fund their clinical programmes, maximise the value of their assets, and find an optimal balance between short, medium and long-term revenues to fit their specific needs.

Organisation setup optimisation: In the right circumstances, innovative commercial models will outperform more traditional models at a much lower cost. The two primary factors that need to be considered are: firstly, complexity of the product and the therapeutic area, and secondly, the size of the customer base. We analyse the situation, guide you through the decision making process to select the right option and create a blueprint for successful implementation.

6

Market Access: A one-stop shop covering all your Market Access needs

6

Market Access is not only about Pricing and Health Economics Outcome Research (HEOR). Market Access has the role and responsibility to drive the alignment and integration of the different functions around new stakeholders. In-depth understanding of the national/local healthcare environment and the objectives and needs of Market Access stakeholders is the key to unlocking access.

Market Access Strategy: Define your Market Access strategy by balancing market requirements, therapeutic area / brand objectives and internal capabilities

Market Access Intelligence: Obtain in-depth knowledge of the institutional setting of a country or region and understand key Market Access stakeholders and their networks

Market Access Solutions: Uncover key stakeholder needs and co-innovate collaborative solutions for powerful differentiation

Market Access Stakeholder Management : Excel in execution of planning and cross-functional collaboration to deliver an integrated approach

Market Access Organisation & Capabilities: Establish and enhance the organisation by ensuring the right competences and skills are deployed in all areas at a global, regional and local level

SITUATION: Midsized Pharma company needed to define the MA organisation at global level and determine a 3-5 years strategy at a European and local level

SOLUTION: • Analysis of MA issues in MS • Benchmarking on MA organisation set-up in

the industry • Internal MA survey on processes, capabilities

and competences

IMPACT: Design of the new MA organisation at global, regional and local level incl. required profiles depending on HC system specifics. 3 year implementation plan

Access Organisation Design for MS Business Unit

7

Regulatory: Building a regulatory strategy to successfully accompany your product through its entire lifecycle

7

We offer a complete spectrum of regulatory services:

Regulatory Strategy: We help our clients select the most suitable registration procedure, both in terms of type, scope and desired timelines.

Regulatory Intelligence: To keep abreast of all new regulations and guidance documents and to truly understand how they should be implemented, we identify the information most relevant to your product and apply it to your regulatory strategy.

Regulatory / Scientific Due Diligence: Obtaining an independent second opinion on the value of your scientific data is paramount for a successful approval and can pre-empt potential hurdles during the filing procedure. Our scientific experts will be able to critically review your clinical data and perform an in-depth gap analysis. We also assist clients with products in early clinical development to help establish a clinical study plan including the integration of real-world evidence.

Regulatory Communication: Flawless communication with the regulatory authorities is as important as a robust dataset. We help you to prepare meetings with the relevant authorities (advice meetings, pre-submission meetings), including the preparation of high-quality meeting packages. Assessment of agency decisions and strategic guidance for response is an additional asset we offer.

SITUATION: A leading biopharmaceutical company was denied marketing approval for one of their new MS products in the EU and lodged an appeal. Support was needed in guiding the company’s appeal strategy.

SOLUTION: • Mapping of the regulatory stakeholder

environment, including CHMP members, clinical advisors, patient groups etc.

• Identification of key influencers and creation of scientific messages for this group

• Review of company response documents and definition of the appeal strategy

IMPACT: The appeal of the client was successful and the product was granted marketing authorisation in the EU

Global regulatory intelligence in MS

8

Marketing: Developing compelling value propositions that add value beyond the product

8

SITUATION: Our client, a European pharma company, was faced with a mature women’s health portfolio and wanted to further strengthen their foothold in the OTC segment.

SOLUTION: • Evaluated national market trends and

customer needs in women’s health

• Assessed portfolio gaps towards a therapeutic positioning in Women’s Health

• Identified business development opportunities to strengthen the current portfolio

IMPACT: The client established the new positioning, which was further strengthened through targeted business development activities identified in the project

Positioning portfolio in women’s health

The traditional product-sell needs to be replaced by a compelling value proposition that offers more than a clinically effective drug. Through innovative methods, Executive Insight uncovers opportunities for companies to broaden their value proposition and capitalise on these opportunities in collaboration with healthcare professionals and patients. This allows a company to become an appealing partner to a wider group of stakeholders.

Launch Excellence: Maximise the results of your product throughout the product lifecycle by optimising the early phase of market presence. Executive Insight helps you to develop a deep understanding of the value proposition to payers, prescribers and patients and at the same time ensures your internal organisation reflects the value too. We enable your teams to increase their effectiveness following an established, cross-functional and best practice-based launch process.

Brand & Portfolio Strategy: Assess the value of your products from an holistic perspective reflecting the patient’s day-to-day reality. Executive Insight investigates your brand or portfolio and identifies opportunities to enhance your value proposition, increasing your worth as partner to patients, physicians and other healthcare stakeholders.

9

Sales: Future-proof approaches for successfully engaging with your customer and stakeholder universe

9

SITUATION: A global top-three pharmaceutical company wanted to pilot and implement a new customer engagement model, in order to better respond to customer needs, add more value “beyond the pill” for top customers and eventually achieve competitive differentiation

SOLUTION: • Defined and implemented the principles of

value-based customer management and account management

• Set-up of fully integrated regional teams accountable for entire portfolio of primary care products, optimised resource allocation and promotional mix

IMPACT: Significantly increased customer satisfaction, stable sales with a 25% smaller field force

New sales model for primary care

We offer a complete spectrum of sales services that range from targeted interventions to a holistic redefinition of the sales approach:

Evolving the overall Sales Model: We support clients in setting up and implementing comprehensive sales transformation programmes. These cover a wide range of elements, from defining the right stakeholder interaction and content definition, to organisational implications and supporting change-management activities.

Setting up an Integrated Sales Organisation: Implementing a truly customer-oriented sales organisation typically means that traditional internal structures, with departments working in silos, need to be broken up. Sales reps increasingly have to transition into a holistic customer or account manager role, acting like a broker to flexibly bring in the knowledge required from different internal functions. We help our clients in defining and implementing efficient new structures and processes and also manage what can be significant changes involved in moving responsibilities in the organisation.

Ensuring Execution through Actionable Tools and Redefined Capabilities & Skills: We support our clients in making new sales approaches happen and ensuring benefit-realisation. We provide tangible and actionable tools such as role-based segmentation or referral network mapping, together with practical training sessions to enable the customer-facing staff to execute the new sales approach.

10

Network Mapping & Mgt.: Understand and engage with new and emerging healthcare stakeholder networks

10

SITUATION: Our client, a top-five pharmaceutical company, was launching a new vaccine product in a new indication, and needed to understand the scientific, clinical and access stakeholders to support the commercial effort

SOLUTION: • Identification, profiling and mapping of

several hundred European KOLs (together with our partner Mederi)

• Identification of target stakeholders and adaptation of local launch activities related to key business objectives (e.g. guidelines, approval, reimbursement

IMPACT: Acceleration of launch activities due to superior targeting and better deployment of stretched resources

KOL & Access network mapping for EU launch

Specifically in relation to Key Opinion Leader (KOL) communities, Market Access stakeholders, Key Account networks (KAM) as well as patient referral networks, we offer the following services:

Understanding networks: Together with our partner Mederi, we offer clients network mapping as a tool to build a robust understanding of the networks. Based on the understanding of the key stakeholders, the connections and the topology of networks, we develop network targeting strategies and network management tactics.

Developing processes and tools to improve network interactions: We identify the existing processes that need to be adapted to enable successful implementation of network-driven activities. Having the right tools to capture the network plans and information allows you to measure progress and track business impact.

Adapting the Organisation to the Network Environment: We help you prepare your organisation for successful engagement with the network environment. This can range from the creation of an organisational model and the development of the role and responsibilities, to training selected resources to understand networks and how best to interact with them.

11

SITUATION: A top-10 pharma company, had a product for Type 2 diabetes that was innovative, but facing strong competition in Europe. In order to differentiate they were looking for support to develop an innovative medical service strategy

SOLUTION: • Series of 14 multidisciplinary CDD workshops

with diabetologists, cardiologists, chiropodists, GPs, nurses, nutritionists, psychologists, pharmacists, patient organisations

• Analysis of pan-EU needs to improve Type 2 diabetes patient care and outcomes

• Co-creation and prioritisation of innovative services

IMPACT: Development of ~150 innovative service ideas. Specification of 40 service ideas into solutions. Definition of a EU medical service strategy.

Innovative EU medical service strategy

11

We offer selected customer and market insight services that have proven to offer powerful insights as a solid basis for strategic decision making. Key offerings include:

Customer & Market Archetype Building: Understanding fundamental patterns and trends within and across markets is a key prerequisite for successfully matching your capabilities to the requirements of the marketplace. This ‘helicopter perspective’ is the starting point for building archetypes that cover different aspects such as Market Access characteristics or specific buying patterns.

Customer deepdive®: Adding value ‘beyond the pill’ has turned from a nice-to-have into a key requirement in today’s healthcare market. Customer deepdive® is our proprietary, strategic and systematic approach designed to encourage co-innovation of new services with customers. It allows you to differentiate by harnessing the imaginative power of your customers to co-create value-added solutions that truly meet market needs.

Payer Omnibus Service: Payers are becoming increasingly important in determining a product’s commercial success or failure. To facilitate access to payers and deliver payer insights, Executive Insight together with its partner PHMR Associates, works with a high calibre panel of 400 payers, covering 25 markets.

Customer & Market Insights: Delivering actionable insights by combining innovative methods with robust analysis

12

To support you best we have assembled a unique mix of industry, consulting and medical backgrounds in our team

Our interdisciplinary team consists of 20 professionals with business/consulting, medical, and pharma industry backgrounds.

Meet some of our experts here: (see the entire team online)

CONSULTING EXPERTS INDUSTRY EXPERTS MEDICAL EXPERTS

Suzan Esslinger • Theoretical medicine,

PhD in Molecular Biology • Expert for Medical Info.,

Education & Regulatory

Sandra Schoenes • Medical doctor • General and

orthopaedic surgeon

Klaus Bredl • Medical doctor • MBA, Diploma in Health

Economics

Andrea Sobrio • > 10 years healthcare

consulting experience • Focus: Market Access,

Commercial Models

Meike Wenzel • > 10 years healthcare

consulting experience • Focus: Sales, Customer

& Market Insights

Marc Pesse • > 10 years healthcare

consulting experience • Focus: Network

Mapping & Mgt.

Eric Janvier • > 17 years pharma

industry experience • Finance & Business

Development

Wendy van der Lubbe • > 7 years pharma

industry experience • Product Mgt. &

Medical Affairs

Francesca Boggio • > 3 years medical

device industry • > 8 years consulting • Strategic marketing

12

We cover the EU big 5 languages (English, German, French, Italian, Spanish) and beyond (e.g. Chinese)

13

Selected pharma clients:

We proudly work with leading companies in the pharmaceutical and biotech industry as well as the wider healthcare environment

Testimonials

13

Selected biotech clients: Other healthcare clients:

14

Selected list of our publications:

14

15

Company address:

Your contact persons:

We operate out of Switzerland on a pan-European scale

Andrea Sobrio

Mobile: +41 79 456 87 16

a.sobrio@executiveinsight.ch

Meike Wenzel

Mobile: +41 79 322 12 39

m.wenzel@executiveinsight.ch

15

Executive Insight AG

Metallstrasse 9

CH-6304 Zug

Tel. +41 (0)41 710 71 63

www.executiveinsight.ch

info@executiveinsight.ch