S A L E S P E R F O R M A N C E O P T I M I Z A T I O N TM

Healthcare

And What You Can Do to

Protect Share...

Maximize Potential ...and

Drive Growth.

How Safe Are Your Sales Numbers?

SPO Reveals the Hidden Risks—and Unseen Opportunities—in Your Business.

S A L E S P E R F O R M A N C E O P T I M I Z A T I O N TM

Sales Performance OptimizationTM :

Your Guide to Creating

the Most Effective Sales Experience to

Drive Physicians’ Commitment...

Decrease Risk...

and Deliver Share Gains.

H o w S a f e A r e Y o u r S a l e s N u m b e r s ?

If You’re Just Looking at Rx Data, You May Be Missing

Some Serious Threats to Your Performance—and Some

Major Opportunities to Seize Share from Your Competitors.

Consider that, in most major classes, up to 50% of high prescribers are

uncommitted—and ready to switch to another brand. So even products that

appear to be blockbusters could be facing serious risks. And even reps who

seem to be doing a great job could be missing the mark—and about to see a

sharp drop in results.

Clearly, in today’s volatile market, you need more than high prescribers.

You need committed prescribers—physicians who not only write your brand

today but will stick with it tomorrow. So you can both protect current

business—and generate continued share gains. That’s why TNS Healthcare

introduces Sales Performance OptimizationTM (SPOTM)—a NEW performance

improvement solution that guides you in creating the optimal sales

experience to drive physicians’ Commitment…decrease risk…and

deliver long-term prescribing.

By overlaying physicians’ Commitment on your standardpotential and share measures, SPO adds a critical third dimensionto your understanding of sales performance and competitive risk.For the first time, you have a total picture of the physician’srelationship with your brand—and the specific sales and serviceactivities that drive that relationship’s health and stability. Armed with this information, you can:

• Assess and strengthen physicians’ Commitment to your brand. SPO helps you secure your high-value physician relationships, so you can increase share and prevent switching. It identifies both the physician relationships you can expand—and the best opportunities for capturing share from your competition. You can develop clear targeting strategies and tactics for maintaining Commitment among entrenched prescribers…growing and securing Commitment among "at risk" prescribers…and even winning over non- prescribers who have strong potential for your brand.

• Create the right sales experience mix to maximize prescribing and share. SPO reveals the sales activities that your target physicians value most—and evaluates how effectively you are delivering on those preferences vs. your competition. You can identify and implement clear actions for improving your performance and ensuring long-term sales growth.

• Optimize resource allocation. SPO gives you detailed recommendations on where to invest your dollars to generate the greatest increases in Commitment and share. It even tells you how much value you can expect to gain from each improvement in the experience you provide to physicians. You can identify the right frequency and type of activities—and the right level of spend—to direct against each target segment.

• Track results. SPO gives you an easy way to monitor the impact your changes are having on your sales performance—and continuously enhance the experience mix you deliver to your target physicians. You can drive ongoing improvements— and incorporate Commitment metrics into your performance management process to ensure continued increases in productivity.

• Achieve global consistency and worldwide success.Because TNS has offices in 70 countries, SPO provides a common framework for measuring and reaching your sales goals around the globe. You have one, integrated approach for ensuring sales success in every country in which you do business—and a shared language for understanding and optimizing performance results.

S P OTM A d d s a C r i t i c a l T h i r d D i m e n s i o n

Combining physicians’ Commitment with share andpotential measures adds a third dimension to yourunderstanding of sales performance and competitiverisk. Commitment reveals the hidden threats to yourbrand—your high-writing doctors who areuncommitted and ready to switch. It also uncoversunseen opportunities—the high-potential doctorswriting competitive brands but open to switching.

Armed with this information, you can develop thestrongest targeting strategies for growingCommitment among "at risk" physicians…reinforcing and protecting Commitment amongentrenched doctors…and winning over competitiveusers who, with the right experience mix, couldeasily be convinced to switch to your brand.

Even AmongHigh Potential,

High ShareDoctors, Many

AreUncommittedand At Risk

Committed Physicians

Uncommitted, At RiskPhysicians

(Source: Compiled Based on Physician Survey Results)

Total Physician Franchise: Brand X

Physician Potential

Cu

rren

t P

atie

nt

Sh

are

Segment 3 Segment 4

Segment 2100%

80%

60%

40%

20%

0%

Segment 1

SPO Reveals the Hidden Risks Threatening Your Sales

SPO helps you transition from a process-centric to a customer-centric sales approach. It takes youbeyond just evaluating the mechanics of selling to increasing the value of your physician relationships.So you can create the Commitment that supports long-term sales growth.

S A L E S P E R F O R M A N C E O P T I M I Z A T I O N TM

U n i q u e M e t r i c sSPOTM Takes You Beyond Measuring the Sales Process to Motivating the Sales Driver: The Physician Generating Rxs

Despite a significant annual sales investment, the

industry continues to see declines in both physician

access and rep productivity. One of the reasons for

these disappointing results is a continuing focus on

the sales process rather than the sales driver—the

physician writing the prescriptions. To succeed

today, it’s critical to expand your focus from just

assessing the mechanics of selling to providing real

value to target doctors—understanding and

delivering what they want from their experience

with your company.

Physic ians’ Commitment

Potent ia l Measures

Share Measures

SPO Expands Your Focus from Managing the Sales Process to Motivating the Sales Driver—the Physician Generating Rxs

Create Value Enhancing Physician

Behaviours

ManagementObjective

Improve theROI of SalesExpeditures

Improve the Performance of theSales Process

Management Focus

Improve the Performance of thePhysician Experience

High Performing Physician Relationships

“...Improve and Protect Physician Script Value”

High Performing Sales Processes

“...Improve the Efficiency and Effectiveness of The Marketing and Sales Processes”

PreparePOA

DevelopDetail

Priorities

PreparePlan

EstablishPhysicianDetail Plan

ConductDetail

Sales Process

+

0

5

10

15

20

25

30

35

13 1314

13 13 1314

13 1314

31 31

28

33

30 30

2728

31

28

9‘2004 11‘2004 1‘2005 3‘2005 5‘2005

for committed prescribers for uncommitted prescribers

Validation against physician RxBrand share by commitment segments

Source: Conversion Model™ Validation Study 2005 - ARB Market

Committed Physicians Deliver More ThanDouble the Share—and

Sustain That Higher Share Over Time

SPO helps transition your company from a process-centric to a customer-centric sales model. It integrates unique tools and metrics that takeyou beyond traditional process measures to a total picture of the physician relationship that drives prescribing:

• Physician Experience.SPO examines every aspect of the relationship between physicians and brands, including rep interactions, patient education, communication programs, practice management support, and brand and corporate attributes. You know which experiences physicians prefer — and what actions you need to take to maximize sales.

SPO provides Commitmentmeasures at sub-nationallevels, so you can create themost effective strategies forprotecting and expandingcurrent physicianrelationships—as well asbuilding new ones by winningshare from your competition.

Validations using actual prescribing data prove that committedphysicians deliver more than double the patient share…resistcompetitive efforts…and are less price sensitive. So they generate morebusiness today—and continue to drive growth in the future.

SPOTM Gives You a Total Picture of the Physician

SPO Defines the Optimal Sales Experience to Drive Share

Elements of thePhysician Experience

Sales Rep Relationship

Sales Rep Personal &Professional Conduct

Sales Rep Knowledge &Expertise

Sales RepVisits / Details

Patient Management &Treatment Services

Direct to ConsumerCommunication

Education &Information Services

Business & PracticeManagement

Internet-BasedServices

Company & Brand

ThePhysician

SalesExperience

Index

ThePhysician

CommitmentIndex

PhysicianBrand

PrescribingBehaviour

Relationship Metrics

High Potential Physicians

Physician Commitment

Pat

ient

Sha

re

Leverage Commitment &Expand Relationships

ProtectRelationships

Overcome MarketFactorsRegion 6

Region 8Region 1

Region 4

Region 2

Region 5

Region 7

Region 10

Region 9

Regional and District Level Commitment DirectsTargeting and Development Priorities

• Physicians’ Commitment.A powerful new relationship and targeting metric, Commitment has been proven to predict and drive prescribing…protect share…and prevent switching. Validation studies using actual prescribing data show that committed physicians deliver dynamicprescription growth…resist competitive efforts…and are less price sensitive. They deliver more than double the patient share for your brand—and they keep that high share constant over time. By providing youwith Commitment measures at the national, regional, district and even individual physician levels, SPO focuses your sales efforts on the most important metric for increasing prescribing.

• Benefit Simulator.SPO includes a unique Benefit Simulator, directing you to the activities that optimize physicians’ Commitment and patient share. You know where to put your money to achieve results—and how much incremental return you can expect from each increase in your Commitment and experience measures.

SPOTM Is Powered by Two Proven

Relationship Measurementand Management Tools,

Exclusive to TNS.

At the heart of SPO are two proprietary TNS Healthcare tools for increasing the strength of physicians’ Commitment and the effectiveness of your sales experience:

• Conversion Model™ is the world’s leading relationship management tool for evaluating Commitment and its impact on profitability. Conversion Model lets you segmentprescribers according to their Commitment to yourbrand—and non-prescribers by their likelihood of converting to your brand.

What sets Commitment apart? Traditionally, companies have used loyalty metrics to measure and manage brand strength. But loyalty is behavioural and built on past actions. In contrast, Commitment is attitudinal and measures the strength of the relationship between the physicianand the brand. Therefore, it is highly predictive of future prescribing behaviour. It’s a prospective look forward rather than a glance back through a rearview mirror.

• TRI*M™ is a proven approach for understanding the customer experience and key drivers for improving it. By revealingphysicians’ priorities and the quality of their experiences, TRI*M provides a diagnostic tool for guiding you to the actions that will strengthen customer relationships. In SPO, TRI*M measures are available for the sales force specifically, as well as for the full range of sales support activities, such as communications effortsand patient education programs.

SPO helps you optimize resource allocation, showing you where to invest yourdollars to optimize Commitment and share—and how much incremental valueyou’ll gain from each improvement in your Commitment and experience scores.

SPO assesses every facet of thephysicians’ experience withyour brand—including repinteractions, patient services,practice management,communication programs andbrand/corporate attributes. It determines whichexperiences physicians prefer—and how effectively you andyour competitors are delivering against those preferences. It then helps you design theoptimal mix of activities todrive share gains.

Priority ExperienceElements

RelativeImpact on

Commitment

Sales RepKnowledge &Expertise

Quality of Detail

Patient Mgt. &Treatment Services

Company Reputation& Relationship

20%

25%

35%

20%

+ 15%Increase in Experience

PerformanceRatings

PercentCommittedPhysicians

PercentUncommitted

Physicians

+ 10%Increase inCommittedPhysicians

12% IncreaseIn Patient

Share

ExpectedBenefit

($$$)

Detailed Action Plans Tell You Where To Invest Your Resourcesand How Much Value to Expect from Each Improvement

Relationship That Drives Prescribing

F O R M O R E I N F O R M A T I O N

Sales Performance OptimizationTM

Drive Commitment.

Decrease Risk.

Deliver Share.

With SPOTM, you have the complete picture of physicians’ experiencepreferences, treatment behaviours and emotional connections you need to:

• Evaluate how secure your sales really are vs. your competition.

• Identify where you face the greatest risk of competitive defections—and how you can prevent them.

• Learn which sales experiences doctors want most—and how well you and your competitors are delivering against those expectations.

• Create the most effective targeting plans for reinforcing your relationship with Committed physicians to expand Rx growth…strengthening your bond with uncommitted prescribers to protect against switching…and persuading competitive users to change to your brand.

• Focus resources on the best set of activities to build and sustain prescribing…grow share…and reduce risk.

• Design, execute and track detailed action plans to achieve significant performance improvements.

Make sure you have all the insights you need to grow your sales today—andkeep them strong tomorrow. To learn how SPO can help you create theoptimal sales experience for driving long-term prescribing, please contact:

Paul Pacheco at 1-800-268-7115 orpaul.pacheco@tns-global.com