2024-05-22 Case Study 0.2 [Final]fyhjf,jf.pptx

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1. BC Bootcamp: Case Study Prepared for ZS June 2024 This document is solely for the use of client personnel. No part of it may be circulated, quoted or reproduced for distribution outside of the client organization without prior written approval of ZS.

2. AGENDA Section 2: Behavioral Segmentation Instructions: Case Presentation Introduction Section 1: Customer Targeting

3. Key Business Questions across Product Lifecycle Phase1 Launch Growth Maturation Competitive Entry Patent Loss Pipeline Launch In-Line Forecasting What is the market opportunity and potential forecast? Marketing How is my product different than the competitors? What should my launch budget be? How should I allocate my budget across channels (sales rep, co-pay cards, digital) for optimal returns? Targeting & Alignment Who are my most important customers (targets)? How should I reach my customers? What are the achievable execution (promotional) goals for my sales force? Brand Analytics What are the variables that can be used to track performance? (KPI design) Value, Access and Pricing Which distributors and payers should I contract with to improve my product’s access (to patients)? What should my pricing strategy be? Forecasting How is my product tracking against forecast? (attainment) Marketing What’s is the customer perception about my product? Which customer segment is most receptive towards my product? Targeting & Alignment How does my sales force’s promotional execution to target customers look like? Is my Sales force meeting execution goals? Brand Analytics How does my brand’s adoption look like? How is my brand tracking against competitors? Value, Access and Pricing Are there any additional contracting with distributors and payers that can help my product access? Forecasting How should I adjust my forecast to align with market dynamics (competitor launch, data release) and available market opportunity? Marketing What should be my brand imperatives (guidelines) be based on latest market dynamics? How can I change the customer perception and awareness about my product? Do I need to refine effort / budget allocation? Targeting & Alignment How should I allocate effort among targets based on the refined budget for optimal growth? Do I need to change my target customers based on their latest behavior? Brand Analytics Who are the customers I haven’t been able to penetrate? Do I need to do anything different? How do I retain share during patent loss? Value, Access and Pricing Do I need to change my contracting and pricing strategy based on latest market dynamics?

4. Case Study: Introduction Situation BMS, a leading biopharmaceutical company based in the US, excels in oncology, immunology, and cardiovascular diseases One of their top products, OPDUALAG, targets patients with Metastatic Melanoma OPDUALAG competes in a crowded market alongside BMS's own drugs, OPDIVO and YERVOY With OPDIVO facing upcoming loss of exclusivity, BMS plans to shift promotional focus towards OPDUALAG to establish it as the standard of care BMS is keen to identify their target audience and their relative importance for detailing BMS wants to refine its target audience through segmentation and tailor messages accordingly to effectively communicate with each segmented group Question(s) Customer Targeting : How can we create target list so that the High Priority targets covers 40% of melanoma market while maintaining the minimum necessary HCPs in that bucket? Behavioral Segmentation : Following brand guidelines and research, determine how to segment the target list into distinct groups and tailor messages accordingly to effectively engage each group of HCPs

5. Key Business Questions across Product Lifecycle Phase1 Launch Growth Maturation Competitive Entry Patent Loss Pipeline Launch In-Line Forecasting What is the market opportunity and potential forecast? Marketing How is my product different than the competitors? What should my launch budget be? How should I allocate my budget across channels (sales rep, co-pay cards, digital) for optimal returns? Targeting & Alignment Who are my most important customers (targets)? How should I reach my customers? What are the achievable execution (promotional) goals for my sales force? Brand Analytics What are the variables that can be used to track performance? (KPI design) Value, Access and Pricing Which distributors and payers should I contract with to improve my product’s access (to patients)? What should my pricing strategy be? Forecasting How is my product tracking against forecast? (attainment) Marketing What’s is the customer perception about my product? Which customer segment is most receptive towards my product? Targeting & Alignment How does my sales force’s promotional execution to target customers look like? Is my Sales force meeting execution goals? Brand Analytics How does my brand’s adoption look like? How is my brand tracking against competitors? Value, Access and Pricing Are there any additional contracting with distributors and payers that can help my product access? Forecasting How should I adjust my forecast to align with market dynamics (competitor launch, data release) and available market opportunity? Marketing What should be my brand imperatives (guidelines) be based on latest market dynamics? How can I change the customer perception and awareness about my product? Do I need to refine effort / budget allocation? Targeting & Alignment How should I allocate effort among targets based on the refined budget for optimal growth? Do I need to change my target customers based on their latest behavior? Brand Analytics Who are the customers I haven’t been able to penetrate? Do I need to do anything different? How do I retain share during patent loss? Value, Access and Pricing Do I need to change my contracting and pricing strategy based on latest market dynamics? OPDUALAG (BMS) currently positioned as an in-line brand

6. Case Study: Methodology Create an HCP universe and estimate split of HCP and %Opdualag patient across value score segments Adjust HCP distribution across value scores to ensure the highest-priority segment claims a 40% business/patient share, while maintaining the minimum necessary HCPs for targeting 1 . Customer Targeting 2. Behavioral Segmentation Based on brand guidelines bucket the HCPs into different segments based on their prescribing behavior Based on the buckets created identify the key message which can be delivered to the HCPs to increase Opdualag business

7. AGENDA Section 2: Behavioral Segmentation Instructions: Case Presentation Introduction Section 1: Customer Targeting

8. HINT : Create a factor (decile or quintile) based on total number of patients and based on that value score the HCPs, also used the detail given in exhibit 2 to create final value score Segment Factor #HCPs #Opdualag Patients %Opdualag Patients VH <=a & >b XX YY %Y H <=b & >c XX YY %Y M <=c & >d XX YY %Y L <=d & >e XX YY %Y Overall - XX YY %Y Exhibit 1: Create HCP universe, assign value score to them using total patients as key metric Activity 1.a Create an HCP universe and value score them using claims data and information provided below Background Since BMS is focusing on getting more business for Opdualag and for this they want to refine the target audience so as a first step we need to create an HCP universe using claims data Activity 1.a – Creating HCP Universe Claims data HCP Universe T otal patients treated by each HCP Value score ( VH,H,M & L) Fill the below table using the final output of Activity 1.a and 1.b

9. Note : ~1%-2% deviation from the above expected share is acceptable Exhibit 2: Adjust the value score in such a way that targets cover the below mentioned share Activity 1.a Adjust the value scores in exhibit A using information provided below Background For adjusting the value score we need to keep one thing in mind that BMS wants to get 40% business from high priority target while maintaining minimum HCPs for targeting under the high priority bucket Activity 1.b – Adjust value score

10. AGENDA Section 2: Behavioral Segmentation Instructions: Case Presentation Introduction Section 1: Customer Targeting

11. Create an HCP level Behavioral Segmentation using information shared by brand BMS Hypothesis Does Opdualag trial lead to increased Opdualag usage DreamSeq Study Patients tend to show better overall survival when OPDUALAG is prescribed prior to BRAF/MEK I TC Study Opdualag is as effective as Dual IOs NCCN Guideline Dual IOs ( Opdivo + Yervoy or Ketyruda + Yervoy ) have better overall survival rate than IO Mono (Mono Opdivo or Mono Ketyruda ) Yervoy Toxicity Yervoy Toxicity increase the survival risk for patients who are on Dual IOs

12. Hint : HCP should have min 2 patients in melanoma market before getting bucketed into behavioral segments To detect preferential behavior towards drug/drug combinations in a behavioral segment, HCPs should have at least 50% of patients are treated with such combinations, while for Opdualag, you should first check hypotheses and then determine the threshold for segmentation Behavioral Segment #HCPs #VH HCPs #Opdualag Patients %Opdualag Patients #Total Patients %Total Patients A XX XX YY %Y YY %Y B XX XX YY %Y YY %Y . XX XX YY %Y YY %Y .. XX XX YY %Y YY %Y X XX XX YY %Y YY %Y Exhibit 3: Create HCP Behavioral Segmentation using brand insights and claims data Activity 2.a Create behavioral segment using information provided in previous slide Background For creating behavioral segments, we should leverage both claims data and insights shared by the brand. By combining these sources of information, we can create distinct groups or buckets that reflect the prescribing behavior of HCPs Activity 2.a – HCP level Behavioral Segmentation HCP Universe Claims and brand insights HCP Behavioral Segmentation Fill the below table using the final output of Activity 2.a

13. Behavioral Segment #HCPs Key Message A XX YYYYY B XX YYYYY . XX YYYYY .. XX YYYYY X XX YYYYY Exhibit 4 : Assign Key message in the below table Activity 2. b Assign key message to behavioral segment based on HCP prescribing pattern Background Based on the behavioral segment created in activity 2.a we must give a key message which can be delivered to HCPs to increase Opdualag business Activity 2.b – Key message to b ehavioral segment

14. AGENDA Section 2: Customer Targeting and Call Planning Instructions: Case Presentation Introduction Section 1: Promotional Budget Optimization

15. Instructions: Case Presentation Below are the details pertaining to timelines and deliverable: Case briefing + Q&A: 45 minutes Case prep time: 4 hours Q&A with case facilitators (2 slots): 45 minutes each Final presentation prep: 3 hours 45 mins On the final day of boot camp, each group will present your solutions and recommendations to the board of the company (ZS Managers) You can use the following structure for the final deck, but feel free to be creative. Please limit yourself to 4-5 slides, making it a 10–12-minute presentation Key Insights (1 - 2 slides) Comprehensive recommendations (1 - 2 slides) Any additional supporting slides can be in Appendix Finally, 3 best teams will chosen post final presentations based on the solution, recommendations and final presentation and your success story will be shared with your respective team leads and ZS leadership team.