NovoSeven® Profiling & Segmentation of Top 20 Thought Leaders in Hemophilia

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NovoSevenProfiling Segmentation of Top 20
Thought Leaders in Hemophilia

• May 1, 2008

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Agenda

• Novo Objectives
• Step One Verification of Contact Details
• Step Two Secondary Desk Research
• Step Three Social Network Analysis Results
• Step Four Profiling
• Step Five Segmentation of Top 20 Thought Leaders
• Step Six Next Steps
• Step Seven COMPASSTM Website

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NovoSevens Objectives

• Obtain full contact details on each Thought
  Leader
• Obtain information on patient population
• Gather information regarding interests
• Uncover collaborations in publications and grants
• Determine company/product advocacy
• Segment experts

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TOP 20 US KOLs
International designated OL
Not in ACC research
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Step One Verification of Contact Details
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Step Two Secondary Desk Research Interests

• N14
• Hemophilia
• von Willebrand Disease
• Thrombotic disorders
• Genetics

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Academics/Training

• N 19
• Academics
• 3 of the 19 KOLs graduated from Tulane University
• Degrees
• 19/20 have MDs
• 1 MD, MPH
• 1 MD, PhD
• 1 MB, CHB, FRCP
• 3 KOLs have participated in Advanced
  Hematological Training (podcast)

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Honors or Awards

• N11
• 6 KOLs received awards for their work in
  hemophilia
• 3 KOLs received the National Hemophilia Award
  Recognition
• 2 KOLs received Researcher of the Year Awards

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Board Positions and Memberships

• N17
• World Federation of Hemophilia
• Hemophilia Thrombosis and Research Society
• International Society of Thrombosis and
  Haemostasis
• National Hemophilia Foundation

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Grants Awarded

• N18
• Neufeld has the most awarded grants
• Areas covered include
• Genetics
• Prevention of hemophilia complications

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Guideline Experience

• N11
• NHF, Medical and Scientific Advisory Council
  (MASAC)
• Systematic approach to controlling problem bleeds
  in patients with severe congenital haemophilia A
  and high-titre inhibitors

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Clinical Trial Experience

• N18
• International Immune Tolerance Trial
• Factor VII trials
• Comp to Feiba, Home Tx, joint bleeds

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Step Three Social Network Analysis on Top 20
Thought Leaders
Top 20 experts
20 Entities 158 Connections
Red lines indicate coauthor collaborations
involving the top 20 experts
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Social Network Analysis Findings

• of candidates common neighbors 317
• of total links 1093
• Highest degree centrality in common neighbor
  network William Hoots (161)
• Clusters Identified
• 1 main cluster identified

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First Degree Centrality
First Degree Centrality measures determine who,
in a given network, has the most first degree
connections. Names in red are the top 20
experts, names in blue were found by analyzing a
common neighbor map
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William Keith Hoots
William Hoots is connected to 13 of the top 20
experts
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Common Neighbor Cluster
35 Entities 245 Connections
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Step Four Profiling

• Thought Leaders Profilied-12 (60)
• Fieldwork still ongoing
• 20 total thought leaders
• Profiling questions answered
• Via fax, phone and e-mail
• Total amount of honorarium paid- 3,000
• Total amount of time in field- 3 weeks

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Total Years in Practice

• N12
• Average of 28.5 years

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Languages Spoken

• N8
• Respondents had the option of identifying their
  fluency as somewhat fluent (conversational
  only) or very fluent (read, write, speak)
• French
• 3 Thought Leaders are at least somewhat fluent
• Italian
• 1 very fluent
• 1 somewhat fluent
• Spanish
• 1 very fluent
• 1 basic, but interested in improving
• Hebrew
• 1 somewhat fluent
• Greek
• 1 somewhat fluent

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Travel Preferences

• N12

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Preferred Communication Route and Style

• N12

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How Do Respondents Spend Their Time?

• N12

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Percentage of Hemophilia vs. Oncology Patients

• N12

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Patient Profiles

• N12

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Relationships With Pharma

• Specifically in regard to hemophilia
• All 12 respondents have an ongoing relationship
• Other includes data safety monitoring board or
  educational advisor

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Relationships with Pharma (cont)

• N12
• 8 mentions for other pharma companies include
  AstraZeneca, Talecris, Catalyst, Maxygen, GSK,
  The Medicine Company, Ipsen, and Eisai

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Speaking Engagements on Behalf of a
Pharmaceutical Company

• Specifically about hemophilia in the past year
• N12

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Which Companies Have They Spoken on Behalf of?

• N4

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Willing to Speak on Behalf of a Pharmaceutical
Company?

• N8

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Who is the First Person Respondents Contact for
Baxter?

• N12

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Who is the First Person Respondents Contact at
Novo Nordisk?

• N11

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Name of Most Frequent Contact at Novo Nordisk

• N10
• Dr. Jeff Goldstein
• 2 mentions
• Mallery Gilbert-Medical Liaison for California
• Rick Bedford
• Stephanie Seremetis
• Dan Goodwin-Sales Representative
• Kurtis Purello
• Linda Fenlin
• Jim Renquest
• Sandra Saragoni
• Dr. David Cooper
• Elleve Whitmane
• Lois Geer-Regional Sales Representative

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FEIBA VH as a Prescribed Treatment of Hemophilia
Patients with Inhibitors

• On a Likert scale, with 1 meaning never choose
  and 5 meaning almost always choose
• N10
• Average2.9
• 4
• 3 mentions
• 3
• 4 mentions
• 2
• 2 mentions
• 1
• 1 mention

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NovoSeven as a Prescribed Treatment of
Hemophilia Patients with Inhibitors

• On a Likert scale, with 1 meaning never choose
  and 5 meaning almost always choose
• N10
• Average4.4
• 5
• 6 mentions
• 4
• 2 mentions
• 3
• 2 mentions

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How do Respondents Expect Their Usage of
NovoSeven to Change?

• Specifically, in the next 6 months
• N12
• One mention of Increase, and all of us use it
• Increase 10, Increase 15, Depends
• 1 mention respectively

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Respondents Ratings of Bypassing Agents

• On a Likert scale from 1-7
• 1 meaning strongly disagree
• 7 meaning strongly agree
• N12

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Next Generation Experts

• N3
• Rebecca Kruse-Jarres
• Hematology
• Tulane
• New Orleans, Louisiana
• Michael Callaghan
• Pediatric Hematology/Coagulation
• Childrens Hospital of Michigan
• Detroit, Michigan
• Christine Kempton
• Pediatric Hematology
• Emory
• Atlanta, Georgia
• One mention for no new candidates to recommend

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Step Five Segmentation Highest Sphere of
Influence Analysis
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Speaking Experience Segmentation

• Analysis based on nationally renown
  conferences/symposia in past 3 years
• Guy Young
• gt10 engagements
• ASH 2004, ASH 2006, ASH 2007, WFH 2004, XXth ISTH
  Congress 2005, numerous NNI summits/symposia
  (including potential faculty for 2008 inhibitor
  education summit)
• Nigel Key
• 10 engagements
• ASH 2004, ASH 2005, Co-Chair ASH 2007, XXth ISTH
  Congress 2004, WFH 2004, WFH 2006, numerous NNI
  summits/symposia
• Leonard Valentino
• 10 engagements
• ASH 2004, ASH 2007, WFH 2004, WFH 2006, XXth ISTH
  Congress 2005, numerous NNI summits/symposia
  (including potential faculty for 2008 inhibitor
  education summit)

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Clinical Trial Segmentation

• Top 20
• Guy Young
• 6 Novo Nordisk Trials, 1 FDA Trial, 1 Genentech
  Trial
• Craig Kessler
• 5 Novo Nordisk Trials, 1 Baxter Trial, 1
  Genentech Trial, 1 Grifols Trial
• Amy Shapiro
• 5 Novo Nordisk Trials, 3 Baxter Trials
• Leonard Valentino
• 5 Novo Nordisk Trials, 2 Baxter Trials, 1
  Genentech Trial

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Guy Young Clinical Trial Involvement
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Hemophilia Publications Overall Consultancy With
Pharma

• Total People in 1st degree network 646
• Total publications 219 (unique PMIDs)
• Average people per publication 3
• Average publications per top 20 experts 11

Lnx Research 2008
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Experts Publication Counts in Top 25 Journals
Per Year
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KOL Visibility Summary in Hemophilia
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Step Six Next Steps

• Profiling still ongoing
• Survey to begin when script is approved
• Finalize segmentation according to highest
  visibility at various levels
• Sphere of influence
• Speaking experience
• Clinical trial activity
• Hemophilia publications overall consultancy with
  pharma

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KOLs are at the Core of Everything You Do
KOLs and Influencers
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KOL Engagement Planning
Novo7 Knowledge Clinical data Key messages
Influence Visibility
Identify
Collaborate Interact
Develop Engagement Plan

• Engage KOLs in relationships that can be
  leveraged to champion key Novo7 communication
  messages
• Collaborate with KOLs on selected brand and
  corporate projects based on their skills and
  interests
• Differentiate by creating inter-dependency and
  partnerships

Skills Interests Speaking skills Publications Re
search interests
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KOL Segmentation
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Higher
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Advocates
Fence Sitters
Detractors
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Degree of Influence
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Lower
Negative
Positive
Degree of Advocacy
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Top 20 Potential Opportunities for
Interaction/Collaboration

• Clinical development
• Trial PIs
• IITs
• Publications
• Medical education
• Advisory Boards
• Core Consultants
• National/global
• Content/case development

• Professional associations
• Speaking sponsorships
• Program support
• Executive encounters
• Practice guidelines
• Public relations
• Hemophilia awareness
• Caregiver support and education
• Promotional programs
• Speaker bureau
• Teleconferences

What else?
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Step Seven COMPASS Website

• Secure, web-based interface that provides the
  following data on top 20 Thought Leaders
• Ranking and weighting
• Geographical distribution of experts according to
  Novo Nordisk updated sales regions
• Nomination history
• Comprehensive contact information
• Up-to-date publication history
• Curriculum vitae, if available
• Current clinical trial information
• Verbatim responses to profiling questions
• Verbatim responses to blinded survey

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The Executive Summary and power point
presentation will be uploaded upon completion of
profiling
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Thank You!