MRM Database Q1 2010 Quarterly Report XX/XX/2010

MRM Database

Q1 2010 Quarterly ReportXX/XX/2010

2

Executive Summary

PLACEHOLDER FOR ERICA TO REVISE

The quarterly report format is designed to share complicated database data in a simplified visual format highlighting key elements that are easily understood and compared. The data includes a detailed overview of the current status and charts growth during the period for the MRM database and associated communication campaigns. During review we will discuss goals for the database and confirm that we are tracking activity toward them consistently. Based upon the findings from the quarter and the longer term trends, Siren will make recommendations to Baxter that are: • Diverse in nature and measurable • Both short and long-term

3

Contents

Definitions MRM Overview

• Database record overview• Acquisitions to the database and their sources

Contactable Targets

• Primary target overview and growth

Contact Data Growth• Contactability and growth by channel

Patient Data Completeness

• Patient overview and growth • Profile information and profile completeness

Patient Information

• Age and therapy distribution• Competitive therapy information

Campaigns

• Overview of campaign success during the quarter and their history Recommendations & Differentiation

Definitions

5

Definitions

Targeted, Contactable Record (aka mailable, emailable)

Targeted – Records in the database that have a user type of Patient, Caregiver, Parent, Family/ Friend, Other, Unknown (excluded health care providers and professional segment)

Contactable – Records in the database must meet 3 criteria to be contactable. They must be opted in to email or mail, their status must be active and they must have actual email or direct mail address information

Self-Identified Patient – Member of the database identified as a patient and has contactable information

Affiliate – Patient that is associated with a contactable individual in the database, usually is a minor.

MRM Overview

1

3

14

63

775

70

325

669

1,116

1,600

3,497

0 1,000 2,000 3,000 4,000

Social Worker

Pharmacist

HCP

Nurse

Physician

Family/Friend

Unknown

Caregiver

Other

Parent

Patient

Total Records of Entire Database by User Type

Targetedx,xxx

7

How large is the database? And who is in it?

SAMPLE

Professionalx,xxx

Total Databasex,xxx

Growth Rate of Total Records

0.0%

2.0%

4.0%

6.0%

Period 1 Period 2 Period 3

SAMPLE

Targeted7,27789%

Professional85611%

Share of Records of Entire Database by User Group

8

How large is the database? And who is in it?

SAMPLE

Total Databasex,xxx

Targeted includes Patient, Parent, Caregiver, Family/Friend, Other, Unknown.

Professional includes Physician, Nurse, HCP, Pharmacist, Social Worker

15

10

12

10

12

55

7

9

0

2

4

6

8

10

12

14

16

TFY.com Printed BRCs C.A.R.E. Opt-Ins

Patients Caregivers/Parents All Others

9

Who did we add to the database this quarter?

New Records Created by Source

Qx Profile Acquisition Growth (from Qx)

TFY.com Printed BRCs C.A.R.E. Opt-Ins

xx.x% xx.x% xx.x%

SAMPLE

Top Performing BRCsSample1 XXXSample2 XXXSample3 XXX

Note: Patients include all self-identified patients. Caregivers/Parents include all caregivers and parents identified by those user types.All Others include: Family/Friend, Physician, Nurse, NP/PA, HTC, HCC, Healthcare Professional, Pharmacist, Social Worker, Other and Unknown.

Contactable Targets

50

250

600

950

1,200

3,000

3,500

0 1,000 2,000 3,000 4,000

Family/Friend

Unknown

Caregiver

Other

Parent

Self-Identified Patient

Affiliates (Patients)

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Who are our primary targets?

Targeted, Contactable Records by User Type – Householding Applied

Total Records

x,xxxSAMPLE

Note: The grey bar titled Affiliates (Patients) above is the total of all patients affiliated with a contact. Affiliates (Patients) is not a User Type in the database.


0.0%

2.0%

4.0%

6.0%

Period 1 Period 2 Period 3SAMPLE

50

260

650

975

1,225

3,100

3,600

50

250

600

950

1,200

3,000

3,500

0 1,000 2,000 3,000 4,000

Family/Friend

Unknown

Caregiver

Other

Parent

Self-Identified Patient

Affiliates (Patients)

12

Who are our primary targets?

Targeted, Contactable Records by User Type - with & without Householding

Total Records

x,xxx

Note: The grey bar titled Affiliates (Patients) above is the total of all patients affiliated with a contact. Affiliates (Patients) is not a User Type in the database.


0.0%

2.0%

4.0%

6.0%

Period 1 Period 2 Period 3SAMPLESAMPLE

Householding No Householding

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How can we reach our consumers?

Targeted, Contactable Universe = 6,507

Three ways you can get to the total by adding portions of the circle ERICA WILL REVISE COPY HERE

Mail & Email Universe + Mailable Only + Emailable Only = ContactableMailable Universe + Emailable Only = Contactable Email Universe + Mailable Only = Contactable

Emailable UniverseFull Blue Circle

3, 356

Mailable UniverseFull Yellow Circle

6,241

Mail & Email UniverseGreen Area

3,090

Emailable ONLYBlue Area only

266

Mailable ONLYYellow Area Only

3,151

>> No householding & no email deduping

Contact Data Growth

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How we can contact our mailable consumers

Targeted Contactable Records

Mail & Email

Mail Universe

Mail Only


6,250 6,325 6,215

5,638 5,605 5,560

02,0004,0006,0008,000

Period 1 Period 2 Period 3-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%


3,200 3,175 3,000

3,150 3,100 2,9950

2,0004,0006,0008,000

Period 1 Period 2 Period 3-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%


3,050 3,150 3,215

2,488 2,505 2,5650

2,0004,0006,0008,000

Period 1 Period 2 Period 30.0%

2.0%

4.0%

6.0%


Change Between Periods

SAMPLE

SAMPLE

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How we can contact our emailable consumers


Email Universe

Email Only

No Householding applied to either group

Change Between Periods

3,350 3,375 3,400

0

2,000

4,000


2.0%

4.0%

6.0%


266 250 2400

2,000

4,000


-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%


SAMPLE

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How we can contact our Spanish pref consumers

Spanish Mail Universe

Spanish Email Only

139 144 144

110 116 1160

100

200




0.0%

2.0%

4.0%

6.0%


58 59 60

0

100

200


2.0%

4.0%

6.0%


SAMPLE

SAMPLE

SAMPLEChange Between Periods

Patient Data Completeness

750 600 6501,000

300 450 250

500

0

500

1,000

1,500

2,000

No Profile DOB Only Therapy Only Both DOB & Therapy

Self-Identified Patients Affiliates

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Patient Overview

All Patients Total Records x,xxx

Note: Current count of patient profile completion for all patients in the MRM DB.

SAMPLE

-25

35

-10

55

-100

-50

0

50

100

No Profile DOB Only Therapy OnlyBoth DOB &

Therapy

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Patient Overview

Patient Profile Change

Note: Change in counts for each group from the prior quarter. The graph doesn’t display a progression from one group to the other as there isn’t defined sequence of action.

SAMPLE

xx.x% xx.x% xx.x% xx.x%Change from Qx

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Patient Overview

Patient Record CompletenessContactable Patients

Note: Graph displays the number of contactable patients who have complete records in relation to the total number of contactable patients. Complete records contain both DOB and Therapy information.

SAMPLE3,000

3,115

1,200

2,500

0 500 1,000 1,500 2,000 2,500 3,000 3,500

Affiliates

Self-Identified Patients

Total Records Complete Records

Results as of 3/31/2010

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Patient Overview

Patient Segment Post Campaign Change

Add DOB Add Therapy Add DOB & Therapy

Self-Identified xx xx

Affiliate xx

Patient Progression

SAMPLE

Campaign: xxxxxx

Note: Progression of patient record completeness for the quarter. The data is a count of the number of patients where information was updated to any of the categories for the specific campaign.

Add DOB = Added DOB informationAdd Therapy = Added Therapy informationAdd DOB & Therapy = Added DOB & Therapy information

Patient activity for each campaign during the Quarter

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Patient Overview

Patient Segment Post Campaign Change

Add DOB Add Therapy Add DOB & Therapy

Self-Identified xx xx

Affiliate xx

Patient Progression

SAMPLE

Campaign: xxxxxx

Note: Progression of patient record completeness for the quarter. The data is a count of the number of patients where information was updated to any of the categories for the specific campaign.

Add DOB = Added DOB informationAdd Therapy = Added Therapy informationAdd DOB & Therapy = Added DOB & Therapy information

Patient activity for each campaign during the Quarter

Patient Information

25

Patient Age Distribution

75

1,657

796 782

1,659

0

400

800

1,200

1,600

2,000

0 - 2 yrs 3 - 13 yrs 14 - 18 yrs 19 - 24 yrs 25+ yrs

1.5%

33.3%

16.0% 15.7% 33.4%

Age Distribution

SAMPLE

Total xxxx

Note: Graph displays the age distribution of all Self-Identified and Affiliate patients as identified by User Type in the DB. Baxter does not actively market to patients under the age of 18.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

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What therapies are reported by the patients?

Baxter xx% Wyeth/Pfizer xx%

Bayer xx%

CSL/ZLBxx%

1

14

1

46

3

22

62

0

10

20

30

40

50

Xyntha Refacto Unknown Kogenate FS Unknown Helixate Monoclate P Unknown

Wyeth/Pfizerxxx

Bayerxxx

CSL/ZLBxxx

SAMPLE

SAMPLE

All therapies & manufacturers will be displayed if present in the DB

Advate800

72.4%

Other/Unknown

1009.0%

Recombinate205

18.6%

Period 1

Advate658

68.3%

Other/Unknown

11311.7%

Recombinate192

19.9%

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Baxter Products

Period 2

SAMPLE

SAMPLE

Totalxxx

Totalxxx

80% 82% 82% 86%

0%

20%

40%

60%

80%

100%

Period 1 Period 2 Period 3 Period 4

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Baxter Products Usage Growth in DB

SAMPLE

Note: The graph displays the growth in share of Baxter Products that are identified in the DB.

Campaigns

30

How did we communicate with our consumers?

• TFYX • Dropped XX/XX

SAMPLE

• eTFYX• Dropped XX/XX

31

How did the campaigns perform this quarter?

eTFY Quarterly Totals

Total Sent Emails xxx

Delivery Rate xx.x%

Open Rate xx.x%

Click Through Rate xx.x%

Update Rate xx.x%

Unsubscribe Rate xx.x%

TFY Quarterly Totals

Total Sent xxx

Delivery Rate xx.x%

Response Rate xx.x%

Update Rate xx.x%

SAMPLESAMPLE

The results total activity for all email and mail campaign within the quarter.

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How are the campaigns performing over time?

eTFY

TFY

Metrics eTFY A eTFY B eTFY C eTFY D eTFY E eTFY FSent 3,050 4,250Delivery Rate 98.0% 98.5%Hard Bounce Rate 2.0% 1.5%Open Rate 15.1% 22.3%Click Through Rate 3.4% 7.2%Update Rate 23.3% 30.5%Unsubscribe Rate 0.6% 0.3%

Metrics TFY A TFY B TFY C TFY D TFY E TFY FSent 4,305 4,425Delivery Rate 98.0% 98.5%BRC Response Rate 12.3% 15.7%

SAMPLE

SAMPLE

Recommendations

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Summary & Recommendations

Siren’s intention with this quarterly report is to pull relevant database results (growth/depth) into a format that compares like data to like data and in an uncomplicated format.

Therefore making areas that need attention for future growth easier to identify. Areas that are growing well can be used during the decision-making process for communications to any struggling groups.

As an ongoing process, Siren will continue to document the “Wishlist” for the MRM database and marketing initiatives so we can prioritize any future restructuring or updating to be inline with overall Baxter business objectives.

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Differentiation from past quarterly reports

The primary difference in this report from those previously provided by Draft is that Siren prefers to share less verbiage on the page and rely on clear, set data definitions to tell the ongoing story of growth and depth over time.

That is, have a clear goal for the database and be sure that all activity can be measured and is satisfying the goal.

Siren will help to push toward more measurements that show how goals are being met. Rather than overloading the document with statistics that don’t roll back into goals, we want to remain true to the simple fact that the more complete information you have on each consumer record in the database, the more you can drive performance.

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Differentiation from past quarterly reports (cont’d)

Items Siren has added as new to the Quarterly Report

• Overview and growth of TOTAL database - including professional - to show comparison of Targetable, Contactable to the whole

• A bit more depth on the Spanish preference population – specifically contactibility

• Visual diagram that shows relationship of the Targetable, Contactable universe by the ways they can be reached

• Contactability (Mailable, emailable, both) will be shown as both a current count snapshot and a comparison to where that number stood in the past, so growth can be tracked

• Level of detail of patient profiles will be shown over time rather than just at the point in the time the report was run

Items we have eliminated from the DraftFCB Quarterly ReportNo key items have been removed. We are showing these items differently than in the past and are applying more universal definitions but we haven’t removed any report elements.

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Differentiation from past quarterly reports (cont’d)

Items we have eliminated from the Draft DPR Report

• Reports specific to Undeliverability• Siren is reporting undeliverables by campaign, not quarterly• Recommendations will be made per campaign to increase deliverability

• Patient age breakout by individual ages and across contact type (example: Affiliates with DOB of Parents/Guardians, etc.)

• Therapy broken down by individual contact type (example: Specific counts of Self-Identified Patients by each reported therapy, etc.)

• Therapy Decision Driver report since this question was dropped from 2008 BRCs, therefore any data is all historical

• Removed Patient Prognosis (severity)

Thank You

Documents

MRM Database Q1 2010 Quarterly Report XX/XX/2010