Revenue Optimization:Pursuing Hidden RevenueGrowth Opportunities within Your Customer base

Can I have Your Attention?

If there was a way to find millions of dollars of unrealized revenue within your brand’s customer base

would that be of interest to you?

Did You Know…

There are in fact millions of dollars of unrealized revenue growth hidden within your existing customer base waiting for

your promotional team to “dig up”

Where is this Revenue?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Positive Growth No Growth Negative Growth

• The unrealized revenue is found primarily in the that part of your customer base demonstrating a negative lifetime value and the activites driving this negative performance

Typical Brand’s Customer Base Profile

How Much Revenue Are We Talking About?

• Current Case Study

2009 Sales 2009 Growth Unrealized Achieve 10% of Revenue / % the Opportunity

Company: Biotech CompanyProduct Portfolio: 2 Products Approved / 1 Pending

-1% $97 / 14%$977.7 / 146%$668.2

(Revenue in Millions)

How Much Revenue Are We Talking About?

0% 10% 20% 30% 40% 50% 60% 70% 80%

Get Product Trial

Position in Practice

Grow Volume

Displace Preferred Agent

Expand Volume - New Patient

Retain Volume

2010

2009

2008

Suspects

Customers

Prospects

• Current Case Study

New product under threat from eroding customer base

Customer Definition &

Targeting

Customer Management

TargetingSupport

Programs

Territory Management

Commercialization & Campaign

Management

Brand Model &

Positioning

Why Has This Revenue Gone Unrealized?

• The unrealized revenue is caused by the performance of the commercial team on 14 metrics that fall into 6 categories.

• 7 metrics define the amount of unrealized revenue and 7 metrics define why the revenue is unrealized.

How Are These Results Uncovered?

• Transforming Data into Actionable Insights

• Working the analysis from the prescription pad back

Information

Opportunity Profile

Application

ActionableStrategy

Execution

ActionableTactics

Data

Refined / Mined

Step 1. Business case created:

How much Unrealized Revenue?

Step 2.Where are we?

Baseline Performance Established

Step 3.Where do we want to go?How Much new revenue

Step 4.How do we get there?

Prioritized Plan to Maximize Revenue

Step 5.What’s our progress?

Milestones Established / Tracked

The Business Case for Change

The Revenue Optimization Program

Opportunities and Solutions

“What is driving my revenue performance?”“How effective are my commercial operations?”

“Is my strategy in sync with where the market is likely to position my product?”

“Is my brand model in sync with the competitive dynamics my brand is facing?”

“How can I raise the level of the sales conversation to that of my best performing sales representatives?”

“How can I ensure that promotional activity and business opportunity are in sync

“What an individual physician’s or an institution’s clinical value criteria for product selection?”

“How do I track campaign effectiveness in near real-time for our new product?”“How do I contract the sales cycle through pre-launch promotion?”

Metric(s) ImpactedRevenue Optimization Tool

There are millions of dollars in revenue growth sitting within your existing customer base waiting for your promotional team to “dig up”

The Key Questions you need answered in order to Optimize Brand Revenues:

• Where Is This Revenue?• How Much Can We Recover and When?• How Do We Recover This Revenue?

In Closing

QUESTIONS

David Delong, Chief Customer EvangelistThe Customer Management Group(800)-477-0907ddelong@cmg-pharma.com