introducing stratadviser ltd

Generic Presentation

Our ressources

StratAdviser strategic consultants are:– Economists, Scientists and Lawyers

• with MSc/MD/PhD in Finance, Strategy, Business, Marketing, Information and communication technologies (ICT), Neuro-Sciences, and Medicine

– Multinational individuals • who live and work in an international environment • have a specific knowledge focused on trans-national and trans-cultural

issues • as well as they can work in a mono-national context

– Proficient in foreign languages such as English, French, Spanish and German

StratAdviser key players have: – 10 years or more of experience working in their respective

fields • teach management, crisis management, strategy, marketing,

communication and medicine • at Business Schools, Engineering Schools and Universities.

12/04/2023 confidential 2

Our Fields of Expertise

Our International Reach

Angel GONZALEZ

Brian FLECK

Beata LEWANDOWSKA

Sébastien MODICOM

Erwan YANN

JeffreyTaylor

Opening of

fully operating branch

office September 2010

Søren MUUS

In charge of developping

our Pharma Branch

Our Expert Resources

Dr Jan-Cédric HANSEN

Medico-Marketing European Strategist

More than

150 EuropeanExperts


StratAdviser in short

StratAdviser impact on Consulting– StratAdviser strategic package

• Strategic Diagnosis, Strategic Recommendation and Strategic Follow-up

– based on medical processes delivers • valuable strategic advice easy to access and implement • as well as adequate cost control thanks to its simple

costing policy

StratAdviser and You– Any time your company and/or you face an issue

• just contact StratAdviser knowing that– the proper strategic recommendation will be delivered and

followed through– adapted to the availability of your financial and human

resources


Additional features

Registered as a lobbyist with the European Commission– Allows us to deliver

specific solutions regarding regulatory issues and the like…

All of our recommendations are assessed for legal risk– by a Franco-British

Independent lawyer firm12/04/2023 confidential 7

Our specific approach to

strategy

Medical methodology inspires us

In medicine, diagnosis is: – the process of identifying a medical condition or

disease by its signs, symptoms, and from the results of various diagnostic procedures

Doctors are trained to:– take decisions in acute and uncertain situations– constantly challenge and reassess their decisions– think strategically before taking actions

StratAdviser considers that such a methodology applies nicely to its client’s needs because diagnosis is a fluid process


High added value oriented

In order to deliver high added value advice and ensure its optimal ROI we follow three steps 1. Strategic Diagnosis - allows deeper

exploration to re-establish and reformulate the need

2. Strategic Recommendation - develop what to do and how in order to best respond to the need

3. Strategic Follow-up - monitoring the application of recommendations and their positive impact


Proprietary Methodology

in Practice

–

Our Strategic « 3 Step » Process


YourValidation

yesno

meeting with client for clarification of advice level

Brainstorm Workshop for reformulation of need

& selection of appropriate team/resources

Submission of draft methodology, timeline and

global estimate

Expression of a potential need

(prospecting or spontaneous)

Delivery

Strategic Diagnostic

Brainstorm Workshoprestitution and reformulation

of SD content

Submission of draft Anamnesis, Investigations

& Prognosis

Strategic Recommendation

Brainstorm Workshop for fine tuning of SR content

Submission of draft Advice prescription,

Integration plan & Appropriation process

Submission of strategic advice +/- plan of action

+/- appropriation plan +/- related additional costs

Brainstorm Workshop for Tactical Implementation

YourValidation

yesno

YourValidation

yesno

YourValidation

yesno

Strategic Follow-up

Our Stategic Diagnostic Step


Unmet needs

Brand vision

Features and benefits

Target insight

Brand Promise & Reasons to Believe

Brand Essence

SWOT

Target Audience Descriptors

Attributes

Personality & Core values

Communication Positioning Statement

Action Plans

Key Strategies

Our Strategic Recommendation Step

Broaden clinical

experience

Rapid adoption amongst primary target of Sarcoma Specialists

Optimise pricing and secure

reimbursement

Development and execution of global

Life Cycle Plan

• Transition of compassionate

use to commercial drug

• Phase IV programme

• Life cycle plan in conjunction with

J&J – new indications (1st line

STS, breast cancer, NSCLC, ovarian cancer), more convenient

regimens (3h schedule, weekly),

combinations/ sequential therapy with other major

cytotoxics

• Communication and PR plan to increase awareness of PharmaMar as an innovative oncology

company and raise awareness of disease• Working with Cooperative Groups (BC, NSCLC)

and Patient Groups (Potentiate formation) • Corporate sponsorship of major meetings and

bodies PharmaMar stand-alone event ( MoA)• Promotional activities: Global branding and

campaign• Promotional materials

• Congress activities, PharmaMar stand-alone event, Publications

• PharmaMar internet site and Yondelis website• KOL development

• Vehicle (e.g. Ad Board) to review and revise clinical endpoints in sarcoma

(RR does not correlate with OS)• EORTC collaboration to develop standard

classification tools for STS

• Increase awareness and usage• Complete territory mapping and identification of key stakeholders, prescribers and patient pool by

2003 YE• 2003 Ex factory sales

• SoV increases 20%p.a., versus Novartis (Glivec), Baxter (ifosf), S-P (Caelyx), Astra-Zeneca

(Irtessa).

• Develop and optimize formulations

• Ensure progression of manufacturing to semi-synthetic

• Develop regulatory strategies for ex-US

territories

• Optimize market exclusivity and patent

estate

• Develop targeted labeling

• Development of pan-

European Pricing and

reimbursement strategy

• HE plan and economic

model• Sequential launches to

optimise price

• Pricing strategy complete by end

2002• Implementation by

end 2003• Launch first in Germany, UK and

Sweden

• ATU cohort after CPMP opinion

• Phase IV strategy by Q1 2003

• Target profiles for new indications by

YE• GLCP by YE and

presented to Joint Steering Committee

Example of Yondelis contribution

Key Expected Results


Potential Strategic Synergies

Your communication AgencyBriefing

Communication PlatformVisual identityGraphic Chart

Communication Vectors

Brand Pyramid

Matrix


Strategic Diagnostic

Strategic Recommendation

Strategic Follow-up (Tactical Implementation)

Continuous Dynamic Interaction


Uncertain environment

Diagnosis & Recommendation

Potential Early diagnosis

Follow-up

Required again

time

?

Structure and/or Profit

and/or Resilience and/or Personal

development

Natural evolution

Potential reaction

StratAdviserachievement

Our Strategic Advice in Practice

We build your strategy together

One methodology– StratAdviser proprietary methodology

Two different kinds of deliverables– Recommendation alone– Recommendation and related deliverables

Three ways to collaborate– Long term programs– Annual supports– 1-3 day seminars

Our Long Term Programs

Corporate/Portfolio Strategic coherence along market evolutionCorporate/Portfolio European Strategic LobbyingHigh Profile Managers Key Decisions process assistanceInternational Marketing Task Force management European Expert Group & Related Publication PlanPrelaunch & Launch Strategic Matrix implementation

Our Annual Supports

Corporate/Portfolio Strategy Fine TuningCorporate/Portfolio Strategy Stakeholders AppropriationCorporate/Portfolio Strategy Tactical Field/Market AdaptationPrescribers Scrutiny through Sales’ ForcesOptimizing Sales’ Forces impact factorSales Oriented Medical Education Contextual Incentive

Our 1-3 day seminars

Market Study AuditNew Competitive EdgesCompetitors’ Strategy SimulationEnhance Brand’s ResilienceJoint Strategic WorkshopsBrand AuditBrand Rejuvenation Portfolio AuditEuropean Creative SeminarTender Notice AuditLecture & Workshops

Let Our “ Lectures & Workshops ” be your “

Lectures & Workshops ” Available conferences 2009-2010

– “Crisis communication, legal issues & economic impact of the pandemic threat”– “Expanding your European position despite inhomogeneous maturation of

portfolio among target countries” – “Understanding benefits of brand vs product communication strategy”– “Strategic healthcare communication during crisis management”– “Turning affiliates “specificity” into powerful European strategy”– “Strengthening European cooperation between pharmaceutical Industry and

Private Hospitals: a promising competitive edge”

Coming conferences 2011-2012– “Post crisis management, frequent mistakes and consequences”

– “Efficient Orphan drugs marketing approach: musts and options”– “Key topics to understand the Japanese market entry limitations”– “Rising competition among generics: time for redesigning the brand concept?”– “Terms and Conditions of Sales as a competitive edge”– “Identification of new communication themes for MEDED programs”


Samples of Strategic Advices and Related

Deliverables

Provide High Value European Insights

Situational analysis– Need for global expertise regarding the

European Market and specificity of European healthcare systems

Strategic Diagnostic – Content analysis of available publication

on the disease– Reassessment of available Market

Studies– Identification and Interviews of KOL – Cross matching of findings with

StratAdviser expertise

Strategic Recommendation– Drafting of preliminary report to fuel the

strategic thinking including promising positioning & potential communication plan

Strategic follow-up (Tactical Implementation)

– Left to our client

Situational analysis– A spring water trade organisation is

sued by a mineral water trade company for improper health claim

Strategic Diagnostic – The trial is backed up by a report from

the French Academy of Medicine – Risk is that the trial outcome will

ultimately apply to all spring water manufacturers

Strategic Recommendation– Strike back should be managed by the

spring water trade union– Need for a contradictory report with

higher quality standards to neutralize the French Academy of Medicine


– Deep analysis of the French Academy of Medicine report and writing of the contradictory report

– Work in tandem with the trade Union Lawyer Firm

– Help the client in implementing its lobbying actions12/04/2023 confidential 25

Deliver High Standard Expertise

Situational analysis– A thermal Bath faces constant regression

of turnover

Strategic Diagnostic – Thermal Bath location and

accommodations inadequate to drain clients by themselves

– Thermal medicine no longer considered as a reference for chronic conditions by GPs

– 100% of French centres for burned patients refer cases to the Thermal bath

Strategic Recommendation– Reinvest the neglected local medical

expertise– Position the Thermal Bath as “First

European Dermatology Spa” – Take into account the public (patient /

companion) specificity


– Redesigning existing communication tools and creation of new ones (detail aid, ...)

– Creation and training of a sales’ force dedicated to GPs

Elaborate Strategic Positioning

Design International Expert Group

Situational analysis– Prescribers tend to restrict more and

more the use of Fluoroquinolones among Companion Animals

Strategic Diagnostic – Prescribers tend to apply Large Animals

prescription rules for lack of spokespersons highlighting Companion Animal specificity

Strategic Recommendation– Design an European Expert Board

eliciting recognized European Guidelines


– Recruit & support members– Suggest themes and developments– Supervise premise organisation &

logistic– Develop communication tools– Work out publication plan and awareness

campaign12/04/2023 confidential 27

Situational analysis– Dravet’s syndrome is under

diagnosed due to insufficient awareness

Strategic Diagnostic – Orphan Drug status doesn’t allow

classic communication

Strategic Recommendation– Medical Education and Unbranded

communication are appropriate to elicit significant market penetration


– Design of support– Perform interviews– Editing of interviews and animations– Checking of scientific and medical

relevance

Enhance Disease Awareness

Situational analysis– Major Brand, once innovative, is loosing

market shares at unexpected rate

Strategic Diagnostic– Recent external growth and

introduction to stock exchange of company impact on stakeholders neglected

Strategic Recommendation– Creation of an International Brand Task

Force composed of the International Marketing Team and affiliates leaders


– Creation of the International Marketing Team leadership

– Animation of task force meeting– Brand rejuvenation along with task force

participants– Press Ad execution supervision and

detail aids content 12/04/2023 confidential

29

Rejuvenate a European Brand

Situational analysis– The launch of the Biomedic portfolio

didn’t match expectationsStrategic Diagnostic

– The initial pure cosmetic positioning was inadequate regarding Dermatologists considering the peeling has a strong effect requiring medical supervision

– Side effects elicit a negative image among customers

Strategic Recommendation– Reposition portfolio as a “Medical”

Must– Create a European expert group to

endorse the new positioningStrategic follow-up (Tactical Implementation)

– Expert group design and management – Drafting of guidelines for good practice

for the use of peeling– Elaboration of CME training modules– Recruit & support speakers– Develop communication tools– Dissemination of the group concept to

each target region (Asia, North America, South America)

Re-Launch an International Brand

31

Situational analysis– The French Defence Medical Service has to

switch from an endowment driven to a client driven activity

Strategic Diagnostic – There is a need for a deep and

homogeneous change in management paradigms as well as clear understanding of the new strategy

Strategic Recommendation– Develop a specific appropriation and

implementation methodology


– Contribution to the fine tuning of the strategy

– Creation of appropriation methodology– Develop communication & appropriation

tools– Recruit, train & support speakers/high

profile managers12/04/2023 confidential

Shift Paradigms

Situational analysis– French President elicited the creation

of the “multilateral cooperation for defense and security in the Western Mediterranean forum”

Strategic Diagnostic– Territorial conflicts and cultural

discrepancies among participants may rise resistance in a highly sensitive context

Strategic Recommendation– Encourage experience, knowledge and

previous cooperation sharing– Build an event momentum driving

participant to sign up a committing multilateral partnership agenda


– Co-management of the event– On site elaboration of the draft

Covenant– One to one meetings with participant

to validate final draft and to encourage covenant signature


Manage High Risk Communication

Provide High Standards Conferences

Lectures & WorkshopsInstitut of DirectorsJournal of Communication in HealthcareHenry Stewart PublishingESReDA (Alstom seminar)Eurosatory 2010European Defence and Security MeetingsParoles d’experts HCFDCEcole de Guerre Economique


Pharma Firms which benefited from our team members

advicesAbbottAlconAllerganAltanaPharmaAstra ZenecaBiocodexBMSCOOPEREisaiFerringFournierFresnius-KabiGaldermaGSKHutchinson

Jancen-CilagLa Roche PosayLillyMerckNestlé Infant NutritionNovartis Santé Familial Novartis Animal HealthPfizerPharmamarSanofi-AventisSanofi-PasteurShering-PloughStallergenesVétoquinolWyeth

Our costing procedure

–

Our Costing Grid

StratAdviser approach consist of – Setting the level of strategic advice required– Determining the required time and team to follow

our proprietary methodology– Applying our costing chart


Functions Daily rates

Director of Strategies £2,317.00

Client Service Director £1,472.00

Director of Operations £1 227.00

Scientific Director £1 227.00Consultant/Expert £1 704.00

Account Executive £320.00

Five levels of advice

Instant advice– The client is confident with his own analysis of the issue he is facing. He doesn't

want StratAdviser to challenge his analysis and his formulation of the need– The client wants a solution ready to use with short notice– The client doesn't need StratAdviser to integrate the advice or to provide any

follow-up regarding tactical recommendation linked to the strategic advice that has been provided

Classic advice– The client is confident with his own analysis of the issue he is facing. He doesn't

want StratAdviser to challenge his analysis and his formulation of the need– The client wants StratAdviser to deliver a ready to use strategic Prescription as

well as the proper systematic related Integration Plan and Appropriation Process to solve his issues

– The client doesn't need StratAdviser to provide any follow-up regarding tactical recommendation linked to the strategic advice that has been provided

Advanced I & II advice– The client expects StratAdviser to help him to analyse the issue he is facing– The client wants to develop a clear understanding of the situation along with

StratAdviser, then to build the appropriate strategic response with StratAdviser methodology, then elaborate the proper systematic related Integration Plan and Appropriation Process to solve his issues

– Eventually, the client needs StratAdviser to provide a follow-up while integrating the advice among his usual staff

Custom– The client expects StratAdviser to challenge his analysis and his formulation of

the question (other selections are possible)12/04/2023 confidential 37

Average time spent for each levels


AE: Account Executive ● SD: Scientific Director ● DO: Director of Operations ● CSD: Client Service Director ● DS: Director of Strategies ● C/E: Consultant/Expert ● TC: Technical Costs ● OOPs: Out Of Purchase

Our Commercial policy

Our estimates reflect a deep analysis of our client’s need with a constant concern to find the best compromise between their expectations, their real needs and their financial constraints

– StratAdviser commercial team will invest appropriate time and effort during the negotiation phase to come up with the best case scenario estimate

– In some rare situations, this may imply difficult choices for both parties to be made

Therefore after the validation of the estimate no adjustment is allowed except for the following rules:

– Account Executives have a goodwill up to 5% rebate – Client Service Director have the ability to negotiate another additional

5% rebate if the situation justifies it– In some exceptional situations, the General Manager might allow to

negotiate an additional 5% rebate

In any other case the estimate is voided and a new round is initiated

– Any validated estimate voided due to client’s direct or indirect decision implies the payment of 10% of the estimate in addition of any ready intermediate achievements which would be charged “prorata temporis”.


More precisely, what are the issues you are currently facing? Which one should benefit from our Strategic Diagnostic, Strategic Recommendation & Strategic Follow-up?

● Structure development ● Profit development ● Resilience development ● Personal development

41

www.stratadviser.com

StratAdviser France8 rue Saint Marc

75002 Paris France

StratAdviser Ltd Berkeley Square HouseLondon W1J 6BD UK

Beata LEWANDOWSKA Tel: +44 (0) 207 8874510Fax: +44 (0) 796 [email protected]

Sébastien MODICOM Tel : +33 (0)9 64 25 23 92

Fax : +33 (0)1 42 33 44 [email protected]

http://www.stratadviser.com/

mailto:[email protected]

mailto:[email protected]

introducing stratadviser ltd

Business

valuable strategic advice

awareness of pharmamar

medical methodology

appropriation plan

high added value advice

pr plan

plan of action

awareness of disease