Abilify.com Campaign ReviewPrepared by

Database Marketing ServicesData Actuals: 1/01/10-1/31/10Presented: 2/25/10

Follow-up from December Results discussion

• Meetings to set up• Discuss and confirm goal end action pages• Lead segmentation migration

• Follow-up analysis requested• Provide more info on compete.com and information

• Info provided in upfront deck (pages 5- 6)• Auto generated email registration email behavior

• Info provided 2/9 to Amy D. ( page 33 )• Provide the keywords that drove to the top 20 entry pages that have

high bounce rate• Info provided in appendix (pages 34-37)

• Continued Discussions• Review the registration confirmation page to find ways to reduce

bounce rate• Discuss landing page, creative and media combinations

• Ex creative for CPM vs. CPA and modifying CTA

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Overall Performance

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Media Impression Delivery is in line with target audience

• Previously Oct’09 and Nov’09 impression delivery was over indexing in 18-24 demos• December and January impression delivery has shifted to focus on over indexing within the target

audience

Source: quantcast.com

1/7/2010-2/6/201012/3/2009-1/2/2010

Impression Demographics

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Organic search volume gained momentum in January

• Paid Search and Organic Search volumes were similar to November high levels

Source: Google Analytics, all traffic, all indications; Sources reflect 99% of site traffic sources

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Depression Overview

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While Google paid keywords bring in more visits, Yahoo paid keywords have longer visit durations• Yahoo visits tend to also have more views per visit and lower bounce rate• Recommendation: Need to continue balance quantity of visits with quality

Source: NetInsight: BMS/Agency traffic filtered out

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Bipolar Overview

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84% of January Bipolar leads were qualified

Source: DMS Database

84% of diagnosed

total

82% of undiagnosed

total

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Content of interest on the site—January Performance

• Autism page• In January 574 visits occurred

to this page from the home page• 365 repeat visits• 3.9% bounce rate

Source: NetInsight: BMS/Agency traffic filtered out

• Anne’s Story• 1.6K visits• 312 repeat visits• .9% bounce rate

• Gwen’s Story• 969 visits• 204 repeat visits• 2.1% bounce rate

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Appendix

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Lead Definitions

• 2009 Lead Definition:

• Qualified leads (deduped: most recent response across CPA vendors, diagnosed)

• CPA spend is calculated from qualified lead volume

• 2010 Lead Definition:

• Qualified leads (deduped: first response across the indication all channels, diagnosed and treated)

• CPA spend is calculated from qualified lead volume

• Treated is defined as taking another depression drug thatis not Abilify

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End Action and Lead Pages Discussion• During the last November results

meeting it was confirmed that any pages tagged in Schizophrenia and General content are not considered goal pages

• See appendix for list

• The chart represents pages tagged within Bipolar and Depression content

• This list can be changed once end action pages are confirmed

Note: Boxes highlighted are designated LEAD pages

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10/16 Abilify sales force cut by 25%

source: WSJ

10/27 Antipsychotic cause rapid weight gain

in youth

source: Forbes

10/22 BMS profit rises tops estimates

source: Bloomberg

11/20 Abilify announces new

indication with autistic disorder for children

source: BMS

11/24 Thanksgiving

12/4 AstraZenca Approved to Sell Seroquel source:

Fox Business

1/26 BMS 4Q sales forecast is up

source: WSJ

Was there any interesting news/events during Q4’09 that may impact results?

Source: NetInsight with BMS internal and agency traffic filtered out

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List of Drugs included in the Database to get to “Treated” Segmentation

ANTIVAN CELEXA CYMBALTA DEPAKOTE EFFEXOR GEODON LAMICTAL LEXAPRO LITHIUM LITHOBID LITHONATE

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NEURONTIN PAXIL PROZAC REMERON RISPERDAL SEROQUEL TEGRETOL TOPOMAX WELLBUTRIN XANAX ZOLOFT ZYPREXA

Source: DMS Database,

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