BOTOX Therapeutic2009 Public Relations Plan

Presented by Caroline Van Hove VP, Corporate CommunicationsJuly 22, 2008

2008-2009 BOTOX Critical Issues

Dysport / Xeomin

Competitive Entry

Dysport / Xeomin

Competitive Entry

Customer / Patient Loyalty

Customer / Patient Loyalty

Negative Pharm Perception

/Media Environment

Negative Pharm Perception

/Media Environment

BOTOX Challenges

BOTOX Challenges

BOTOX Media Fatigue Fuels Competitive

Interest

BOTOX Media Fatigue Fuels Competitive

Interest

BOTOX Safety Concerns

BOTOX Safety Concerns

No Approved Differentiation Messages

No Approved Differentiation Messages

Affected Brand Image

BOTOX U.S. Message Impression Analysis Dec. 2003 – June 2008

1.74

3.87

4.885.31

Launch Spring ’05

LaunchSpring 2005

LaunchSpring 2006

LaunchSpring 2007

Cumulative BOTOX/BOTOX Cosmetic positive-to-negative ratio

5.83

3.80

2008 = A Very 2008 = A Very Challenging YearChallenging Year

• Erosion in brand trust • High volume of negative media

coverage• Flurry of inaccurate product

information• Increased consumer

misperceptions & concerns• Volatile media ratio year-to-date

cumulative pos. to neg. ratio of 3.8:1

• Year-end goal range = 3.6 (worst case scenario) to 5.2 (best case scenario)

Issues: Public Citizen, FDA Review, DOJ, JON

Launch Summer 2008

Launch 2007 Launch 2008Launch 2005

Launch2006

Launch Spring 2008

2008 PR Key Learnings

Helps offset safety concerns, YET to restore brand reputation, need greater context and reach to positively impact patient and public perception

Drives media interest in therapeutic profile of BOTOX, YET goodwill tie required in changing climate to maintain spokesperson credibility and brand receptivity

Increases awareness of medical benefit of BOTOX and solicits support from advocacy groups, YET media impact limited unless indications impact larger patient populations

Increases through proactive media & advocacy campaigns, YET high-visibility, integrated marketing platforms needed around new milestones to establish Cx-Tx media equality

Raises brand goodwill and drives media interest while offsetting cosmetic criticism, YET high impact needed to establish brand relevance

Heritage Resonates

Celebrity Brand Endorsements

Disease Awareness

BTX Tx Awareness

Philanthropic Engagement

2009 PR Objective & Strategies

Re-engage Advocacy Groups

Seek Positive

Associations

Illustrate Emotional

Values

Reinforce Heritage

Own Medical Break-

through Position

Maximize Milestones

Leverage Cause

Branding

Restore and enhance media and patient confidence in BOTOX to re-establish a positive media & selling environment, defend against

competition and prepare market for next wave of indications

Foundation of 2009 PR Campaign

2008-2009 Brand Milestones

Global BOTOX OAB Approvals: Q3 2008 (France)Q4 2008 (Brazil)

U.S. BOTOX Filings: NOAB, Headache TBD

U.S. BOTOX Post-Stroke Spasticity Approval 2H 2009

U.S. BOTOX Nomenclature TBD

Key PR Milestone:

Key PR Milestone:2020 thth Anniversary of

Anniversary of BOTOXBOTOX

2009 BIG Idea The Big Idea!

20th Anniversary of BOTOX:

““A CelebrationA Celebration of Life” of Life”

“A Celebration of Life”: Platform Positioning

For twenty years, BOTOX has been extensively researched and used to treat movement disorders - conditions so severe that patients were literally robbed of their livelihood and unable to function.

BOTOX radically changed the way these orphan conditions were treated, giving many patients and their loved ones new hope that they could live a more normal life. This innovation sparked a revolution in scientific discovery that spawned new novel ways to treat other orphan disorders affecting the world’s population.

The 20th anniversary of BOTOX celebrates the hopehope of those it has affected…it celebrates the joy it has brought to so many and the promise of what is to come…it’s a Celebration of Life – the life BOTOX has given back to so many.

Allergan, we are proud to launch a year-long Celebration of Life campaign designed to showcase the innovation and heritage of this life-changing brand.

“A Celebration of Life”: 2009 Campaign Overview

National goodwill media campaign with globally recognized partner and celebrity that drives mainstream awareness for 20 years of therapeutic

uses of BOTOX and illustrates its emotional andphysical impact on patients’ lives

Celebrity Celebrity Goodwill Goodwill

PartnershipPartnership

In-Market Fundraiser

Tour

National Media & KOL VIP Launch

Dance / Gala Fundraising

Event

Employee Engagement

Strength of Goodwill Partner + Celebrity

Celebrity endorsement raises campaign media interest and exposure while goodwill establishes positive brand image

and competitive differentiation

79% of consumers say a company’s cause-related efforts effect brand choice/ recommendation

87% say that when all brands are equal – would switch to the one that supports a cause

92% have a more positive image of a product/ company that is associated with a cause

“A Celebration of Life”: Campaign Rationale

Must tie to the brand strategically and emotionally – bringing the brand essence to life –

The right 20th anniversary campaign…

Must be meaningful and mediable

Includes a third party partner that resonates with targets and brand

Includes a good will element to create halo for the brand

Ideally includes a celebrity component to give the campaign a face

restoring function, revolutionary treatment, freedom, hope

“A Celebration of Life”: Campaign Rationale

We landed on a concept that fits perfectly...

and has a connection to the 20-year anniversary and heritage of the brand

…is expression through movement -it promotes personal growth, health and well-being.

…eases muscular rigidity, diminishes anxietyand increases energy.

…creatively encourages self-expression and opens up new ways of thinking and doing.

Just like the promise of BOTOX Txstarted 20 years ago!

DANCE

Alvin Ailey Dance Theatre

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“A Celebration of Life”: Goodwill Partner

•America’s Culture Ambassador to the World

•Globally renowned as the expert in dance who changed forever the perception ofAmerican dance

•Celebrating its 50th anniversary this year its mission is centered around artistic expression and improving life

•Foundation’s programs extend globally into classrooms, communities and lives of people throughout the world

“Beauty, spirit, hope and passion know no bounds”

Alvin Ailey American Dance Theater & Foundation

Alvin Ailey In the News

Ailey has high national visibility and continues to garner significant coverage in top-tier media outlets including:

LA adding media metrics on MondayNote that Today Show clip showcasingAlvin Ailey is embedded – scroll over

Ann’s picture in slide show format and click to play

“A Celebration of Life”: Celebrity Partner

DANCE ICON

Judith Jamison Celebrating her

20th Anniversary as Ailey Creative Director

Iconic dancer and creative director who exemplifies a standard of excellence that has changed the face of dance.

Partnership is a natural connection to BOTOX standard of excellence and how it has changed the face of movement disorder treatment.

“A Celebration of Life”: AA Foundation Grant

Ailey Arts In Education & Community Programs Ailey Arts In Education & Community Programs (AAECP) give more than 100,000 young people (AAECP) give more than 100,000 young people from diverse backgrounds the opportunity to from diverse backgrounds the opportunity to

explore their creative potential while also explore their creative potential while also imparting life-skills such asimparting life-skills such as

teamwork and self–discipline.teamwork and self–discipline.

Allergan provide $250,000 grant to Alvin Ailey Foundation to support Ailey Arts in Education & Community Programs and

development of Celebration of Life dance in commemoration of BOTOX 20th Anniversary

Grant underscores Allergan

commitment and fosters good will

for the brand

BOTOX Therapeutic• Brand essence gives hope and return to life by treating movement disorders and other orphan conditions

• BOTOX Therapeutic Is a revolutionary force in scientific discovery

• Patient successes engage media and target audiences

Alvin Ailey and BOTOX Tx: The Right Partnership

Alvin Ailey• Dance and the arts embody movement, hope and life

• Alvin Ailey is a revolutionary force in changing the face of dance

• Relevant to target demographic

• High-profile status engages media and target audiences

Strength of Celebrity CombinedStrength of Celebrity Combinedwith Good Will:with Good Will:

Celebrity campaign endorsement with Alvin Ailey Dance Theatre increases media interest, while

goodwill component lends BOTOX Tx brand credibility and establishes emotional resonance

Partnership augments reach and frequency of campaign impactand enhances brand image

“A Celebration of Life”: National Media Announcement

National media launch to create awareness and buzz for campaign and cascade of activities leading up to PSS approval

• Host high-profile national press event at NY Ailey Studio to announce Allergan’s goodwill partnership with Alvin Ailey Foundation and year-long event schedule

• Debut “Celebration of Life” commissioned dance leveraging BOTOX 20th anniversary to build anticipation for campaign – VIP “Friends of Alvin Ailey” to participate and drive buzz

• Offer exclusive sneak peek on national morning show

• Announce consumer survey of revolutionary products to further recognize role of BOTOX during past 20 years

• Video stream event via AGN Global News Web site

• Speakers include Alvin Ailey representative, AGN c-suite and medical representatives and KOLs

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“A Celebration of Life”: Gala Performance

Host high-profile red carpet VIP event that brings to life emotional and physical benefits of BOTOX through dance and creatively interprets and expresses how BOTOX gives life

back to those who use it

● Showcase Judith Jamison-choreographed inspirational dance that visually communicates the gift BOTOX gives to patients

● Dance to showcase story of life before and after BOTOX across indications; inspires hope

● Create high-end invite mailed to targets and delivered via sales reps, featuring 20 years of BOTOX tribute

● Celebrities with personal ties to dance community and AAADT, leading

neurology KOLs, third-parties

● Develop special performance Playbill to feature BOTOX heritage, patient profiles and third-party congratulatory pages

The Celebrati

on of Life

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“A Celebration of Life”: VIP / Media Reception

Host post-performance reception with KOLs, third-parties, celebrity patients and media to showcase AADT partnership

and drive national news coverage

● Onsite media interviews with Allergan, AADT, Judith Jamison, KOLs and BOTOX patients

● Exclusive interview to national celebrity broadcast and/or print outlet; red-carpet photo opps with celebrities

● B-roll with BOTOX patient testimonials ● Photo caption “20th Anniversary of BOTOX” to drive additional

coverage with Photogs

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• Welcome, review agenda – Robert Grant• Introduce partnership between Allergan and Alvin Ailey

and how it links to BOTOX Tx and the brand – Robert Grant

• Alvin Ailey Dance Theatre spokesperson talks about relevance of partnership – Judith Jamison, Creative Director (also celebrating her 20th year with AA)

• Historical review of BOTOX Tx – KOL • Celebrity patient testimonial – Possibly Leon Fleischer• Closing remarks – R. Grant• Q&A – Robert Grant, KOL, Judith Jamison,

BOTOX Tx patient

“A Celebration of Life”: VIP / Media Reception Potential Agenda

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“A Celebration of Life”: Performance Tour and Grassroots Outreach

Roll out mini-fundraiser events in key markets at movement disorder and stroke centers

• Local dance companies to re-enact performances honoring local patients and KOL

• Host patient, professional and consumer educational events

• Invite key local dignitaries to speak/chair event

• Conduct local media tours

• Provide Playbills for local events

The

Celebrat io

n of Life

“A Celebration of Life”: Employee Engagement

Local media and Local media and dignitaries to attend to dignitaries to attend to extend reach with local extend reach with local

communitycommunity

Reenact the Celebration of Life on Allergan campus to engage employees and drive interest and internal pride

Allergan C-suite executives Allergan C-suite executives to speak to to speak to

20th anniversary and 20th anniversary and anticipation for futureanticipation for future

Work with local California Work with local California dance company to perform dance company to perform

Celebration of Life dance for Celebration of Life dance for Irvine employeesIrvine employees

Leveraging the 20th Anniversaryfor PSS Approval

20th Anniversary of BOTOX: ““A CelebrationA Celebration

of Life” of Life”with Alvin Ailey

Maximizing FDA ApprovalsBest hard news hook the brand will ever have

Goal is to take the story beyond a brief mention in

the business section…

…to a deeper, richer feature that highlights brand

messages

“Today the FDA gave its thumbs up to BOTOX for a

new use: post-stroke spasticity, adding to the list of medical uses for the popular

wrinkle-buster…”

“Good news for people who have endured a devastating stroke —

BOTOX! Known for 20 years for its ability to “relax” contracted muscles, this new approval for the leg and arm spasticity often associated with stroke

gives patients new hope. With BOTOX, people who have had a

stroke and are struggling with painful muscles that make rehab hard will now

have a new weapon in their battle”

Requires high profile partners who attract media attention, to give a voice to the challenges stroke patients face, and why the BOTOX approval is so important for them

Post Stroke Spasticity Approval and Beyond

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Leverage interest and credibility built from BOTOX 20th Anniversary Celebration of Life campaign to

drive awareness and uptake of BOTOX for PSS indication

Implement three-phased strategy to drive national awareness of the signs, symptom of PSS and the unique benefits of BOTOX Tx

FDA Approval Media Blitz

Create national buzz around major brand milestone as next great solution BOTOX brings to

neurology field in its long history

Celebrity/Third-Party National Education Program

Launch

Utilize cache and credibility of celebrity/third-party partners to

garner national media interest in PSS and BOTOX

Celebrity Third-Party Regional Education Program

Sustain the BOTOX PSS benefits message with PSS patients and healthcare professionals through

regional efforts

Phase I: FDA Approval Media Blitz

• Distribution of press release and aggressive national and local media outreach

• National media tour in NYC

• Spokesperson recommendations Corporate: David Pyott, CSO Clinical Investigators: physiatrists / neurologists (TBD) Patients

• Third-Party outreach Disseminate approval news to relevant third-party organizations

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Drive, Control and Maximize BOTOX PSS Approval

Leveraging the Strength of Celebrity and Third-Party Support to Gain Share of Voice

Celebrity and third-party endorsement will raise media interest in and exposure to PSS condition and BOTOX indication

During an election focused media season – Oct 2008 through Feb 2009 - the strength of a celebrity/third-party

team will be critical to position PSS as a condition that deserves an appropriate share of voice and

BOTOX as a revolutionary treatment

The right celebrity/third-party team must be relevant to the PSS audience, empathic to PSS through first hand experience,

communicate the functional and emotional benefits of BOTOX … …and drive national media interest

The Right CelebrityBen Vereen

Suffered a stroke and spasticity in 1992

Is using BOTOX to treat his spasticity (CONFIRM)

Ties to 20th anniversary theme to maximize synergy and investment

Is a legendary showman well recognized among our target audience – men and women 50+

Holds national media interest via long standing stage and TV prescence and recent film and stage awards

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The Right Third-Party Partner National Stroke Association

•The National Stroke Association offers a wide array of programs, products and services, from patient education materials to scientific information

•10,000 stroke survivors in data base

•No specific information about PSS in three years

•Launching hospital discharge “opt-in” program to stroke patients; materials lacking spasticity information

Educational partnership with National Stroke Association establishes BOTOX in PSS treatment paradigm, extend reach and

awareness within stroke community of patients and caregivers

Provide grant to support development of PSS patients educational materials

for hospital discharge “opt-in” program, microsite, etc.

The Right Positioning

Having a stroke can be a terrifying experience; among the many changes it brings, patients may find themselves with tight or stiff muscles that make moving the arms and legs difficult and painful

BOTOX, the therapy that has been helping patients with movement disorders for 20 years, is now available to help patients achieve relief from tightness and pain in the upper limbs, helping them get back on their road to recovery

Through visual media, the right campaign will showcase how seeking treatment for post-stroke spasticity is critical to successful rehabilitation therapy and return to normalcy after stroke

PSS PR Brand Platform

BOTOX PSS =

XXXXXX

2009 -2010 Campaign Overview

Working with Ben Vereen and the National Stroke Association, drive rapid awareness and trial of BOTOX for PSS by

demonstrating how the brand speeds recovery and return to normalcy after stroke

3rd Party & Celebrity Partner

Regional Performance Media Events

2010

ProfessionalLaunch at AAPM&R

Campaign Components

National Performance Media Launch

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National Media Launch

Ben Vereen Performance

National / NY Media Tour with NSA and Vereen

Post-Event VIP Reception with NSA and KOLs

Launch educational campaign with NSAat high-profile NYC media event debuting

Ben Vereen dance performance to create buzz and increase awareness of BOTOX for PSS

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Professional Launch

Ben Vereen showcased as signature VIP eventat AAPM&R Annual Meeting

(TBD depending upon approval timing)October 22-25, Austin Tx

● Drives awareness and affinity for BOTOX treatment for Post-Stoke Spasticity among physiatrists

● Physiatrists, media and local dignitaries to attend performance and VIP reception

● NFCA rep to attend and invite local members to attend● Highlight PSS patient stories with media● Conduct Ambassador trainings with KOLs

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Xxxxx 2010 Performance Tour

Xxxxx Ben Brings Campaign to Life at Regional

Level with Dance Performances |Across America

NY, Miami, Dallas, Chicago, San Francisco

● Host high-profile NSA Foundation Performances with Ben Vereen to raise awareness of PSS and BOTOX

● Feature educational materials to expand awareness of BOTOX for PSS

● Conduct media outreach and host media briefing priorto performances

● Host professional VIP events after performance

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Maintain ongoing relationships with key trade media

and KOLs to create sustained media coverage

Desk side press briefings with key

reporters at medical meetings

Keeps reporters abreast of news

Keeps Allergan top-of-mind

Lays groundwork for Allergan to be viewed as a resource

Support ongoing relationships with key

advocacy groups, providing updates on

new BOTOX developments

Third-Party Relationships

KOL Media Strategy

Trade Media Relationships

Build and sustain relationships with

KOLs to implement KOL-driven media

programs regarding BOTOX-related

clinical data

Clinical data outreach

Development of byline articles

Availability for media interviews

Clinical Data

Showcase BOTOX TX PSP and HA Phase III data,

OAB

Develop key message track, press release, Q&A

Work with investigators; message train

Conduct trade media outreach

2009 BOTOX Tx News Bureau

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BOTOX Tx Opportunistic Media

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Month (2009) Pitch Topic Example Targets Potential Headline

January 2009BOTOX: 20 Years of Making a Difference

National Weeklies:Time, Newsweek, U.S. News & World Report, etc.

Newsweek: “Two Decades of BOTOX—What Have We Learned?”

February 2009 “Disease Awareness – Blepharospam and Cervical Dystonia”

Science Pubs:Seed, Wired, Science, etc.

Seed: What Causes Certain Neurological Disorders?

March/April 2009 “The Tom Stampe story”

Broadcast: The Today Show

A quick feature on Tom Stampe during the Today Show’s fourth hour

May 2009 “BOTOX safety pitch”

Local Dailies:Baltimore Sun, San Francisco Chronicle, New York Post, etc

Baltimore Sun: “What You Need to Ask Your Doctor About BOTOX”

June/July 2009

“Functionally blind but able to see – the mechanics behind blepharospasm.”

Local Dailies:Baltimore Sun, San Francisco Chronicle, New York Post, etc.

San Francisco Chronicle: “Blinking to Blindness”

Manage litigation issues

Ongoing PR Fundamentals

Issues Management: War Room Approach Competitive Reconnaissance, Blunting

KOL Network Support

Strategy of Inclusion

Ongoing Strategic Counsel

Safety Messaging

Daily Media Monitoring

Issue-Specific Activities

Opportunistic Media Outreach Medical Meetings/Data Support

Third-Party Ally Development

Driving consistent coverage and managing the environment

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2009 BOTOX Tx TimelineFeb Mar Apr May June July Sept Oct Nov DecAugJan

News Bureau: Opportunistic and Data/Milestone Publicity

April 25 – May 2 Seattle, WA

Sept. 10-13Scottsdale, AZ

Oct. 22-25Austin, TX

June 7-11Paris, France

“A Celebration of Life”Local Roll-out

“A Celebration of Life”National Media Launch Event

(NYC)

Charity Gala Event and National

Media Outreach

Botox 20th Anniversary-Internal Celebration

PSS FDA Approval

Xxxxx National Media Launch

BOTOX Tx PR Success Measures

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20th Anniversary Performance, National Campaign Announcement

Generate 80-100 MM media impressionsProvides reporters with background about BOTOX heritage story

Showcases BOTOX value for patients

Performance Tour & Outreach (five markets)

Generate 50MM media impressionsProvides reporters with background about BOTOX heritage story

Showcases BOTOX value for patients

Employee EngagementReinforces BOTOX heritage among Allergan employees

Generates excitement about BOTOX

Spasticity FDA Approval

Generate 55MM media impressionsGenerates awareness of BOTOX for spasticity

Raises awareness of PSSStrengthens relationships with ~25 physiatrists

Highlights importance of seeing neurologist/physiatrist

Xxxxx National LaunchGenerate 65MM media impressions

Demonstrates BOTOX as being “More than Skin Deep” by highlighting its impact on patients’ lives

News Bureau Generate 30MM media impressionsStrengthens relationships with key reporters and BOTOX KOLs

Goal: 280-300 MM Media Impressions

2009 BOTOX Tx PR Estimated Budget

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Fee OOP Total

“A Celebration of Life” Partnership $5,000 $250,000 $255,000

“A Celebration of Life” National Media Launch $125,000 $75,000 $200,000

Performance, Gala Event & Media Outreach $188,000 $256,000 $444,000

Performance Tour & Media Outreach (5 markets) $250,000 $210,000 $460,000

Employee Engagement $35,000 $15,000 $50,000

PSS FDA Approval Outreach & NYC Tour $95,000 $11,250 $106,250

PSS Launch at AAPM&R Meeting (TBD based on approval timing)

$105,000 $131,000 $236,000

Xxxxx Program Launch $126,000 $521,000 $647,000

News bureau $105,000 $14,400 $119,400

2009 BOTOX Therapeutic Estimate TOTAL $1,034,000 $1,483,650 $2,517,650

2009 BOTOX Therapeutic Estimate TOTAL (without Celebration of Life Tour & Media)

$784,000 $1,273,650 $2,057,650

Thank you!

Addendum

Alvin Ailey American Dance Theater Profile

INTERNATIONAL IMPACT

AAADT has performed for more than 21 million people in 48 states and in 71 countries on six continents.

The company’s school trains 3,000 students a year from 21 countries, has a long-established junior troupe, and holds dance camps in seven American cities.

CELEBRATING 50 YEARS

The Library of Congress is holding an exhibition, “Alvin Ailey American Dance Theater: 50 Years as Cultural Ambassador to the World”

Manhattan’s West 55th Street from 9th to 10th Avenues will be named Alvin Ailey Place

Anniversary Ailey Barbie doll, designed by Judith Jamison

AAADT is dedicated to enriching the heritage of American modern dance, and safeguarding the uniqueness of the African-American cultural experience.

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Mikhail Baryshnikov & Baryshnikov Arts Center

Mikhail Baryshnikov is the most celebrated artist in the dance world. His extraordinary, enduring talent prompted Time magazine to proclaim him "the greatest living dancer."

Among Baryshnikov’s most recent awards are the Kennedy Center Honors, The National Medal of Honor, the Commonwealth Award and Yale University's highest honor, the Chubb Fellowship

“…every ballet, whether or not successful artistically or with the public, has given me something important. Everything that I've done has given me more freedom.'‘ - Mikhail Baryshnikov

The Baryshnikov Arts Center (BAC) in NYC is an international center for artistic experimentation and collaboration, providing unique opportunities for the

professional development of emerging and mid-career artists from around the world and across disciplines.

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American Ballet Theatre

Make a Ballet at American Ballet Theatre

The passion, power and movement of one of the world's most revered and innovative dance companies. The centerpiece of American Ballet Theatre’s education and outreach initiatives is its award-winning Make a Ballet at American Ballet Theatre program. Helping to meet the need for arts education in underserved schools and communities, this model program also introduces students to all aspects of the creative and administrative theatrical experience.

Make a Ballet offers students the opportunity to design, choreograph, construct, produce, and perform their own original performance piece. They work under the tutelage of ABT Teaching Artists, all of whom are professionals in their field, and school faculty. In response to the success of Make a Ballet, American Ballet Theatre launched a national model, Make a Ballet on Tour, in 2005 that tours the country.