Name: Brand Plan [insert brand]
Uploaded: 2023-07-30
Duration: 23 min 4 s
Description: Good afternoon everyone, we are here today to review the results of RED's Brand Plan and its Rare D product, Norditropin®. We will be taking a deep dive today to analyze the market share, performance, and strategies moving forward to ensure our success. So let's get underway!.

[Audio] Good afternoon everyone, we are here today to review the results of RED's Brand Plan and its Rare D product, Norditropin®. We will be taking a deep dive today to analyze the market share, performance, and strategies moving forward to ensure our success. So let's get underway!. 

Scene 1

Realized Performance SoB and Market Insight Ambition and Strategic Direction Medical/MCE/MAPA Initiatives Sales and Cost 2023-2024 Summary. 

Scene 2

Realized Performance SoB and Market Insight Ambition and Strategic Direction Medical/MCE/MAPA Initiatives Sales and Cost 2023-2024 Summary

[Audio] Norditropin® is outdoing the competition in the market, as evidenced by the table and chart supplied. Since its launch in the fourth quarter of 2022 its Market Share (MS) has been the highest at 59.9%, with solid performance extending into 2023. The chart and table reflect its continued growth with a REA23 vs AB23 index of 109.57 and a REA23 vs REA22 growth of 3.73%. This success is even more noticeable in Thailand, where Norditropin® currently holds a MS of 15.4%, whereas NovoEight®, Esperoct®, and NovoSeven® have MS of 1.3%, 0.1%, and 0.04% respectively.. 

Scene 3

REA23 vs AB23 Index 109.57 REA23 VS REA22 growth 3.73%

4.9967121800000003 4.4195067200000002 4.9233756400000006 4.5734696000000001 5.220525659999999 3.6115121199999995 3.278292190000001 3.6657906999999996 3.4949951299999995 3.5435502400000001 3.9384920699999988 3.5248993300000002 0 0.50920254999999948 0.13379040000000053 0.42249894000000054 1.2375855799999993 3.4234176400000003 1.8579544400000003 3.2047210899999996

Realized Performance 	   SoB and Market Insight 	 Ambition and Strategic Direction	                Medical/CE/MAPA Initiatives                Sales and Cost 2023	               Summary

1.2839050784334458 1.0045827904862896 8.7131697651392032E-2 3.6050796259636066 15.818883226366207 29.163165059632775 2.1232140417212528E-2 1.9773010828771042E-2 1.7887183179230173E-2 0.41085600873099498 0.21991843041065767 0 12.157785418536978 9.2790988133130714 5.4895880419219276 0 0 0 0 0 0 34.765624735907238 27.183217382379855 20.011271465054048 45.799155132357036 54.21445138868399 55.913731136517285 0 0 13.247446491316872 28.670427547074052 27.433158201667517 24.58810137877413 2.6983357743527057 0.86347665269563834 0.4355551410545444 14.109251224668087 13.899730536034415 39.95288569367397 20.801082672518124 20.285642376273351 20.74787405461711 9.184923042284904 4.8026301660917703 2.1409941922938325 40.316382496275182 39.72711008754267 26.645530966125353 0 0 0 21.483611594187181 21.225247077812849 21.732406016736817 24.894742081785903 25.936712416025433 20.067005151232419 0 0 0 20.812742316400968 18.874421703886981 19.75942633021829 18.984863110106389 19.211945739500525 0 0 0 0 0 0 0

[Audio] Norditropin® is a medication used to treat Growth Hormone Deficiency and this slide highlights the importance of focusing on limited FTE medical school and private hospitals in Bangkok as they are the main market for Norditropin®. 33,397,429 doses have been sold, with 66% being purchased by medical school and public hospitals and 34% by private hospitals. It is estimated that 40.19% of patients have received recombinant DNA human growth hormone (rhGH) treatment and 70% of those patients were untreated in private hospitals. The chart on this slide shows the data on Norditropin® and Saizen® purchases in Bangkok and Upcountry. Norditropin® and Saizen® are both equally popular in both regions however, reimbursed purchases are double the amount of self-pay purchases for each medication.. 

Scene 4

Patient journey  by hospital channel  –  Rebuild NN market presence in GH

Indicated Growth hormone patient Diagnose (40%) Undiagnosed/ Untreated (60%) Medical school & Gov 66% UPC 15% Treated 30% Treated (42%) Untreated (58%) Private 34% Untreated 70% Reimbursement 1/3 Self-pay 2/3 Reimbursement 1/3 Self-pay 2/3 BKK (85%) BKK 85% UPC 15%

Ref:  Angsusingha  K,  Watcharasindhu  S,  Likitmaskul  S,  Tuchinda  C. Growth hormone therapy update in Thailand.  Horm  Research. 1998;49(Suppl 1):15-20. รายชื่อกุมารแพทย์ต่อมไร้ท่อฯ รพ.รัฐบาล – สมาคมต่อมไร้ท่อเด็กและวัยรุ่นไทย ( thaipedendo.org)

Norditropin® BKK (reimbursement) BKK (self-pay) BKK (private) UPC (reimbursement) UPC (self-pay) UPC (private) 0.45 0.35 0.5 0.45 0.25 0.2 Saizen® BKK (reimbursement) BKK (self-pay) BKK (private) UPC (reimbursement) UPC (self-pay) UPC (private) 0.55000000000000004 0.4 0.4 0.35 0.25 0.3 Eutropin® BKK (reimbursement) BKK (self-pay) BKK (private) UPC (reimbursement) UPC (self-pay) UPC (private) 0 0.25 0.1 0.2 0.5 0.5

[Audio] This slide is about Norditropin in the context of the rare disease Noonan Syndrome which has recently been approved. The challenge is now to identify population pools and gain access to them through reasonable and competitive pricing in order to unlock access for patients. The population in Thailand is estimated to reach 71.6 million by 2021, and the birth rate in the country is 7.6 per 1000 population or approximately 545000 births a year. Norditropin is approved by the Thai FDA for three indications, PGHD, TS and SSA. The cost of treatment can be a burden, as there are around 11.3 million children under 15 in Thailand, 152 of which have PGHD, 4,538 have TS, and around 54000 have SSA. Government employees' children with PGHD are reimbursable under CSMBS, but for the other indications, treatment is self-paid. It is estimated that around 10,364 potential patients could be treated with Norditropin each year in Thailand.. 

Scene 5

TFDA approved GH for 3 indications only:  PGHD, TS, SGA High cost of treatment  is the burden

PGHD 11.34 M Children age <15  yr 378 PGHD Prevalent 1:30,000 TS 11.34 M Children age <15  yr 4,538 Incident 1:2,500 ?  Diagnosed: Ped Endo, GP  152 PGHD on GH  Treated: Ped Endo ?  Diagnosed: Ped Endo,   Genetic, GP,  New Born 30 TS on GH Treated : Ped Endo SGA 544,897 Birth rate 5,448 10% non-catch up ?  Diagnosed: Ped Endo, GP, New Born 20 SGA on GH Treated: Ped Endo TOTAL 10,364 Potential patients Thai population ?  Diagnosed 568 patients*   Treated with GH per year

New opportunity:  Noonan syndrome  (Incidence 1:1000-2500)  (pending-submit to TH-FDA)

PGHD  in  Government employee’s children  is reimbursable under  CSMBS GH disorders are self-paid treatment, except PGHD  in  UC  children under at age  < 2  yr  with hypoglycemia (potential around 8 cases/year)

PGHD: pediatric growth hormone deficiency, TS: Turner syndrome, SGA: small for gestational age

[Audio] Norditropin® has a brand plan that emphasizes a comprehensive approach to care, putting the patient's convenience and needs above all else. Our goal is to reach more than 70% of our customers with this new approach, and with modest resources, our MCE division is helping teams to reduce time-to-market and deliver better services. Research into pediatric endocrinologists has allowed us to discern unmet needs for each segment of users, which in turn helps us to maximize our reach. Those who are holistic tend to be most satisfied when given current treatments, and Saizen products can be strategically allotted to certain patients. Traditionalists are usually cost-driven, but further evidence linking adherence to results can help to modify their outlook. Not least, the Empathetic segment is the least satisfied, and they look for the most convenient solutions; with our superior device, we have the opportunity to give them the best treatment experience.. 

Scene 6

Insight-driven  pediatric  endocrinologists’ segmentation

Segment (n=69) Description Unmet  Need Key Drivers MCE Content specific Holistic  (N=28, 41%) Consider by holistic care (efficacy, safety, patient, price) High satisfaction  with current therapies  Will adopt  Saizen   selectively , reserving for specific patients  Highly proactive switchers , largely outcome driven rather than to improve convenience  Compliance  and  efficacy Device-features : easy to use pen-like device, reduced pain  Leverages available data to optimize treatment management and decisions; Patient support program  How can we do better by the superior device? Summary of RWD Traditionalist (N=21, 30%) Favours  established treatments  Reactive switchers  who prefer not to ‘rock the boat’ unless essential  Adopted  Saizen  in select patients only , driven by patient request  More focused on  efficacy  and  safety  than ease or frequency of administration Value  simplicity ; prefer to have a user friendly device Often pressured by institutional payers, focuses on costs of treatment and ease of use Requires additional evidence linking adherence to outcomes to change perception What, When, Why does growth hormone therapy for your patients? Empathetic (N=12, 17%) Least satisfied  with current treatments  Often perceived as  burdensome , leading to poor patient  compliance   prioritises  convenience options    Device and system usage are sometimes perceived as an extra burden, so training support and guidance are key to improve adoption Device matter  Pioneer (N= 8, 12%) Most positive perceptions of  Saizen ,  LaGH  and most likely to expect to increase use of  Saizen ,  LaGH  in the future  ‘ Towards Switchers ’: Keen to always strive for best therapy, switching even without an efficacy need   Strong preference for   week ly  dosing     Profit/sponsorship driven  Believe in their own treatment protocol  Updated guidelines and novel therapy Long-acting growth hormone information

[Audio] According to the slide, 41% of patients take a holistic approach to their care and Norditropin is the go-to treatment for them. However, traditionalists, who form 30% of the patients, are more focused on cost of treatment and ease of use, and need additional evidence to be convinced of Norditropin's effectiveness. While many of you may have been using the same treatment for a while and know what is best for your patients, Norditropin can help you provide better outcomes for them. It leverages available data to optimize treatment management and decisions, and has a patient support program. With appropriate content and information on when and why Norditropin is a better treatment for patients, you can be sure that it is indeed the best option.. 

Scene 7

focuses on costs of treatment and ease of use Requires additional evidence linking adherence to outcomes to change perception

Profit/sponsorship driven  Believe in their own treatment protocol

I’m   quite   satisfied   with   SHL,   but   I   adapt   and  choose  treatments   in   a   holistic   way   that   best   address   my  patient   needs

I’m   always   open   to   innovation   that can  improve my   patients' outcomes   in   any  way

Innovation   focus  (early   adopters) Rx   drivers Device and system usage are sometimes perceived as an extra burden, so training support and guidance are key to improve adoption

Tradition   focus  (late   adopters) Rx   drivers Leverages available data to optimize treatment management and decisions; Patient support program

I’m   confident   in the   treatment I’ve   been   using for   a long   time,   and I   know   what’s   best   for the   patient

I   believe   current   products   are still   burdensome and   I   involve   my   patients   in   the   treatment  choice

Mainly drive  Norditropin  through Holistic, Empathetic segment

Updated guidelines and novel therapy Long-acting growth hormone information

How can we do better by the superior device? Summary of RWD

What, When, Why does growth hormone therapy for your patients?

[Audio] As healthcare providers, it is essential that we understand the segmentation of our patient base, to ensure we are delivering the appropriate level of care. We have seen from our research thatthe holistic segment is the largest, 41% of our total patient base, and there are distinct differences between those living in Bangkok, versus those living in upcountry areas. Our goal is to give patients access to the best growth hormone therapy options and put them on Norditropin®, while ensuring we meet the unmet needs of patients. We will also be driving an educational programme to help ensure that 80% of new cases come on Norditropin®, and that 70% of switch backs benefit from the use of this particular treatment. To ensure this, we will work to select potential hospitals and build a speaker network to reach out to those areas with the most need.. 

Scene 8

Holistic is the major segmentation by 41%

No of HCP segmentation Holistic Traditionalist Empathetic Pioneer 28 21 12 8

Holistic Bangkok (N=50) Upcountry (N=19) 22 6 Traditionalist Bangkok (N=50) Upcountry (N=19) 13 8 Empathetic Bangkok (N=50) Upcountry (N=19) 9 3 Pioneer Bangkok (N=50) Upcountry (N=19) 6 2

Waiting for  Norditropin ®   come back 80% of new case must be  Norditropin ®   >70% Switch back as the benefit of  Norditropin ®

Depend on patient and relationship with SR Price matter/ PAP / relationship Select brand by patient >60% of new case must be  Norditropin ®  / > 50% switch back to  Norditropin ®

Educational  programme  drive >30% of new case/ switch back  must be  Norditropin ® Select for potential hospital and build speaker

Innovator of medicine Drive by  Sogroya ®  in 2025!!

[Audio] Norditropin has been in the market for a long time, having gone through several changes. In 2021, Norditropin was restructured with the addition of two Medical Representatives and one Medical Affairs, resulting in their highest sales since its launch. The year 2022 saw Norditropin launch Nordiflex, but 2023 was met with a shortage in supply. Despite this, Norditropin still re-promoted its Aluetta Pen. In 2024, Norditropin met unmet Growth Hormone Deficiency needs by relaunching and Sogroya expanding the market in 2025. Norditropin's growth has continued through its Growth Awareness Day.. 

Scene 9

“In 2024  Unmet GHD Needs Met:  Norditropin ® Relaunch, while Game changer,  Sogroya ® Ignites Market Expansion in 2025!"

Norditropin   (Donation cancellation)  Norditropin  restructure  (2 MRs  1 MA)

Norditropin NordiFlex®: Introducing the Next Innovation in Growth Hormone  Therapy | Latest news for Doctors, Nurses and Pharmacists | Paediatrics

Saizen  PAP 3 free 1 1 MR promote to MSL 2 MR  (1 new comer from LG)

[Audio] Exploring Norditropin®'s SWOT analysis for 2023 reveals a number of opportunities and challenges associated with its brand plan. Norditropin® provides convenience, its devices are favored by patients, its unique 25oC degree storage flexibility has created partnerships with hospitals to increase access. However, there is a large amount of potential patients yet to be diagnosed or treated, low GH disorder awareness, limited reimbursement schemes, no digital patient solution, and a shortage of the product itself. Moving forward, it is essential to take advantage of the advantages and understand the potential drawbacks in order for Norditropin® to stay a leader in GH treatments.. 

Scene 10

•     ( S123)  Convenience, simple & easy to use quality device offerings preferred by patients •     ( S123)  More precise and less forceful device in dose delivery •     ( S123)  Unique 25 o C degree storage flexibility while in use for up to 21 days for all devices and strengths (S123)  Histidine buffer only one brand  (S12)  Take less time to educate device utilization (S123 )   Strong partnership with hospitals Strengths

•     ( S3)  Large group of potential patients undiagnosed, untreated and/or sub-optimally treated (S3 )   L ow GH disorder awareness among parents, and myths that their children can catch up. One of the reason of delay age to start GH treatment •   ( S3)  Patient involvement in device choice improves clinical outcomes (S3 )   Reimbursement scheme is limited. Process of determination require long time and complicated •   ( S3)  New indication in Noonan syndrome, ISS •   ( S12 )   Large pool of patient from  Eutropin ® (S2 )   HCPs believe that parents are ultimately responsible for their kid adherence, GH devices cannot significantly increase adherence

•  ( S12 )   Shortage supply of  Norditropin ®  in 2023 •  ( S3)  1 FTE due to reallocation to RBD •  ( S2 )   No digital patient solution •  ( S2)  No monitoring device •  ( S12 )   No RWD compared to competitors in Thailand ( Saizen ® ,  Eutropin ® ) Weakness

•    (S123 )   GH market perceived as commoditized, companies’ offerings as undifferentiated and products as interchangeable (especially by payers) •    (S123 )   Perception of some group of parent, It is just the height •   (S123 )   Increasing price pressure from payers and competitors •    (S12 )   Self-paid patients are price sensitive •    (S123 )   Increasing competitors’ presence/investment including attractive PAP scheme (3 free 1 ,  Saizen ® ,  Eutropin ® ) •    (S2 )   HCPs perception that  Norditropin  has premium price than other brands •    (S123 )   Restricted prescription by pediatric endocrinologist only Threats

Realized Performance 	   SoB and Market Insight 	 Ambition and Strategic Direction                  Medical/CE/MAPA Initiatives                Sales and Cost 2023	               Summary

[Audio] At Norditropin, we recognise that potential goes beyond height. Through our brand plan, we aim to provide our patients with access to wellbeing through growth hormone therapy. To do so, we conducted a detailed SWOT analysis, which highlighted two core areas - patient journey issues and market dynamics. We are working to lift awareness of growth hormone therapy, reduce the rate of delayed diagnosis and referral, and ensure a steady supply of Norditropin. We also acknowledge the value of non-growth hormone treatments such as SGA, TS and CRD, even if their cost may not be covered by government budgets. Hence, we are investing in research for Noonan Syndrome and ISS to help our patients reach their true potential.. 

Scene 11

Pain points throughout patient journey & market situations

Lack of awareness of the growth hormone therapy. Delayed diagnosis and referral from Gen ped to PE.

P otential patients are undiagnosed, untreated and/or sub-optimally treated.

Shortage supply issue of  Norditropin  impact to HCPs and patient confidence. Ideal preference of current drug options may limit patient  adherence lead to clinical outcome.

GH disorders (both GHD and non-GHD) mainly are out of pocket. Knowledge among caregivers is the important factor. New MPP implementation announced price decreased by 6%

Lack of awareness of non-GH therapy (SGA, TS, CRD) Bud get from government is not cover these indication Investigation use in Noonan syndrome and ISS (N=?)

[Audio] To achieve success with our second pillar, we must analyse the situation in Thailand and establish key country-specific drivers and barriers. Our priority is to build strong relationships with hospitals, emphasising the benefits of the Nordiflex device, such as its easier administration, portability and reduced pain. We must also tackle the perception that Norditropin has a higher price in comparison to other brands or that all brands are the same. Additionally, we must compete for new GHD starts and switches using Nordiflex device benefits and limited resources in clinics. Our overall goal is to create a strategy for Norditropin which will increase and retain value from current patients in Thailand.. 

Scene 12

Country high priority drivers Country high priority barriers

•  Strong partnership with hospitals Nordiflex ®  device benefits : Simplified administration Improve portability Reduce pain Child and user-friendly Ped Endo perception :   GH is no difference between brands HCPs perception that  Norditropin  has premium price than other brands.

Compete for new starts in GHD: GH-Naïve & Switches Nordiflex ®  device benefits : Simplified administration Improve portability Reduce pain Child and user-friendly Ped Endo perception :   Lack of effective system monitoring. Limited resources in clinic: Lack of HCPs who is responsible for patient educational training. Patient perception: Out-of-pocket parent select the lowest price brand.

Preferred indicated growth hormone therapy of  Norditropin ®  via its easier device for a healthy and confident future

Patient and caregiver decision: •  Patient involvement in device choice improves clinical outcomes. •   HCPs believe that parents are ultimately responsible for their kids’ adherence, GH devices cannot significantly increase adherence. Patient perception: No affordability because of reimbursement issue Lack of disease knowledge led to un-diagnosis and delayed treatment Perception of some group of parents, It is just the height

Building country specific  Norditropin ®   Strategy

Retain and maximise value from current patients

Compete for new starts in GHD: GH-Naïve & Switches

Gains  HCPs’  confidence and trust in  Norditropin ®

Enhances   user   recognition amongst   patient   community

[Audio] Norditropin® is a well-established name within the management of growth hormone disorders. For 2023-2024 the focus is to strengthen the brand's position in the market. This will include increasing physician trust and knowledge of Norditropin®, and increasing patient awareness of the therapy. Objectives are to gain market share, differentiate from other GH products, and create an advisory committee of key opinion leaders to assist with relaunch events. An extension of the MoreThanHeight program will also be developed to generate a larger customer base.. 

Scene 13

Novo Nordisk, a trusted partner in the management of growth hormone disorders driven by  fulfilling HCPs and patient’ unmet needs Rebuild   NN   market   presence   in   GH S1  Gains  HCPs’  confidence and trust in  Norditropin ® S2  Preferred indicated GH therapy of  Norditropin ®  via its easier device S3 Enhances   user   recognition amongst   patient   community  Gain market share by 50% switching back and 80% new case   must be  Norditropin ® Zero delist account Differentiate  Norditropin ®  from other growth hormone product base on unique value proposition Increase patient traffic to advocate pediatric endocrinologist Establish   KOL   steering   committees,   recommending   on   relaunch  events   and key   impactful   messages Relaunch   event of  Norditropin ®   in  Q2/24 endorsed with TSPE Continue   with   educational   support   at   Annual   Pediatric   Endocrine   society meetings Differentiate the benefits of  Norditropin ®: simple and easy to use devices, reduce pain, 30°C temperature stability after first use and p atient convenience (pre-filled pen)  Enrich the scientific content regarding the impact of adherence to treatment and subsequently effectiveness of GH therapy Mapping  Norditropin ® lover- customers HCP   &   patient  testimonials Leverage   on   “ MoreThanHeight ” Website

[Audio] Norditropin is a reliable choice for the treatment of growth hormone disorders. Its prefilled pen and user-friendly design make it easier to use, providing accurate dosing. It also offers the convenience of Ready-to-Use technology, allowing portability and storage at room temperature for up to 14 days. The Histidine buffer and NovoTwist 32G needle reduce pain at the injection site. Through a partnership with Novo Nordisk, healthcare professionals and patients can access the trusted care they need for a healthier, more confident future.. 

Scene 14

o
novo nordisl<
norditropin@
somatropin (rDNA origin) injection

Gains  HCPs’  confidence and trust in  Norditropin ® A prefilled growth hormone pen that improves adherence leading to improved outcomes Early and long term growth hormone therapy Improves clinical outcome Patients reach normal height or approach towards their target height

Nordiflex ®  as the growth hormone of choice in  HCP’s and patients through simplified administration, improved portability and a user-friendly device striving to improve adherence with optimal outcomes

Enhances   user   recognition amongst   patient   community  Growth as a key indicator of health, It is more than height  Growth hormone disorders may lead to metabolic syndrome if untreated or delayed treatment Patient education and support services are documented to significantly improve patient adherence in the management of long-term chronic conditions Patient collaboration and support reduces of non-adherence

Preferred indicated growth hormone therapy of  Norditropin ®  via its easier device for a healthy and confident future Norditropin ®   provide accurate flexible dosing and less forceful device in dose delivery Norditropin ®   is quick to learn and easy to use Ready to use and ready to go, can be store at room temperature,  25 o C for up to 21 days   and 30 o C for up to 14 days Less Pain at the injection site with Histidine buffer and  NovoTwist  32 G needle

Novo Nordisk,  a trusted partner  in the management of growth hormone disorders driven by  fulfilling HCPs and patient’ unmet need

[Audio] Norditropin® is a brand of growth hormone therapy that offers patients a reliable and preferred option. The brand plan focuses on winning trust and assurance from healthcare professionals, reinforcing our dedication to paediatric endo communities, enhancing user awareness, and offering clear patient profiles and support programs. Our multi-functional team is devoted to reaching these goals by providing first-rate medical education, scientific conversations, and marketing efforts emphasizing patient stories and their progression.. 

Scene 15

Strategy Marketing Gains  HCPs’  confidence and trust in  Norditropin ® Preferred indicated growth hormone therapy of  Norditropin ®  via its easier device Enhances   user   recognition amongst   patient   community  Medical Affairs Strengthen  Novo Nordisk commitment  toward  Paed  Endo community by ensuring continuous best in class scientific dialogue and medical education on Paediatric growth disorders, and their optimal management with  Norditropin ® Focus on  safety  and  tolerability profile  of  Norditropin ®, its  superior devices  and formulation through medical education and  communication from RWE/clinical studies Increase scientific dialogue and medical education with Paediatric Endocrinologists on importance of  early referral  of poor growth Ensure  pediatric  endocrinologist champion are advocacy of  Norditropin CE Increase awareness, and provide update scientific contents  among pediatric endocrinologist through MCE Provide clear patient profiles on the use of device with easy to access materials Driving traffic to MTH website with up-to-date educational contents, growth calculation and activate them for treatment via HCP locator

Function-specific SMART objectives support each Strategic Imperative

[Audio] Novo Nordisk is constantly striving to find ways to improve treatments for complex paediatric endocrine disorders. We have allocated a particular focus to generating evidence for Norditropin and affirming our commitment to the paediatric endocrinology scientific community. This involves maintaining contact with key opinion leaders, communicating for the preparation of future KOLs, and understanding the need to form national advisory boards. Also, we are reviewing data gaps to promote the publication of local and regional data, and using investigator meetings to engage and educate healthcare professionals. Our main goal is to ensure the implementation of the guideline-directed therapy and to collaborate in local guideline development for early referral. Additionally, we are analysing unmet needs, organizing scientific discussion and medical educational programmes, driving scientific dialogue from congresses, and tailoring scientific dialogue to address agenesis of the hypothalamus, isolated growth hormone deficiency, and Noonan syndrome.. 

Scene 16

Strengthen Novo Nordisk commitment to the  Paediatric  Endocrinology scientific community Monitor and maintain KOLs and rising stars mapping and engagement  Implement Medical communication for the preparation for future generation KOLs  Continuously review the need for national advisory board and execute depending on insights needed, considering specific or multi-disciplinary and channels to allow enhancement of local strategic actions

Continuous review  on data gap  and encourage publication of local/regional data as aligned to business direction   Utilise  investigator meeting as additional opportunities to engage and educate relevant HCPs* Ensure facilitation in scientific dialogue at local investigator meetings  Securing relevant KOLs involvement in 3b clinical and non-interventional trials

Icon

Description automatically generated

Support and secure implementation of guideline directed therapy Leverage international guidelines to strengthen local awareness and management Support scientific meeting on early referral with broader panel of stakeholders (paediatricians, general practitioners, clinical geneticists, paediatric cardiologists, nurses). Collaborate for local guideline development of early referral

Analyse  the unmet need and tailor scientific discussion/medical educational programs  to address gaps with alignment to global direction; continue strengthening in  paediatric  endocrinologists and seek expansion of dialogue toward transition period into adulthood Drive scientific dialogue and communication from congresses  Tailor scientific dialogue to AGHD, ISS and Noonan syndrome

Ensure  relevant internal colleagues’  understanding of the core value story and clinical data, for the readiness of LAGH in Ped.  Co-lead with commercial to strengthen field force training Ensure and leverage opportunities available from GMA for readiness  Utilise  relevant available GMA medical guidance materials for the development of local dialogue

Strengthen Novo Nordisk  commitment  toward  PaedEndo  community by ensuring continuous best in class scientific dialogue and medical education on  Paediatric  growth disorders , and their optimal management with  Norditropin ® . Leveraging  Norditropin ®  for the preparation of  Somapacitan  pre-launch preparation    Increase scientific dialogue and medical education with  Paediatric  Endocrinologists on importance of  early referral  of poor growth.

Realized Performance 	   SoB and Market Insight 	 Ambition and Strategic Direction                  Medical/CE/MAPA Initiatives                 Sales and Cost 2023	                Summary

[Audio] Strategically, for RED's Norditropin brand, our action plan for MAPA 2024 involves increasing awareness of GHD management amongst patient communities. Our objective is to expand patient perception and appreciation to key stakeholders in terms of the benefits of early treating GHD, and to raise awareness of GHD management. To maximize the efficacy of Treatment - Right Time, Right Treaters, we're aiming to recruit 5 pairs of patients and treaters in the Rama, Bumrungrad and Samithivej, and Chula series. Our goal is to provide these champions with the necessary understanding of GHD and its early treatments.. 

Scene 17

Increase GHD management awareness within patient communities

Enhances user recognition amongst patient community

Amplify patient voices and appreciation to related stakeholders on early treating GHD

Build trust amongst parents, leading to seek advices from the right ped endo who treating GHD

Unlock the Power of TREAT:  Right Time, Right Treaters!

Q1/24 Q2/24 Q3/24 Q4/24 Identify champions:  5 couples of patients and treaters Serie I: treater & patient (Rama) Serie II: treater & patient ( Bumrungrad  &  Samithivej ) Serie III: treater & patient (Chula)

[Audio] Focus for the Norditropin® brand is to shift adoption from non-users to users. Goal is to reach more of the target specialties and healthcare professionals within the Thai universe, aiming to have a 65% brand reach by 2024. Actions and initiatives have been taken to expand reach. Table shows current and projected numbers for number of unique healthcare professionals reached with Norditropin® brand, as well as percentages of brand reach versus non-brand reach.. 

Scene 18

CE Increase awareness, and provide update scientific contents  among pediatric endocrinologist through MCE

Provide clear patient profiles on the use of device with easy to access materials

Driving traffic to MTH website with up-to-date educational contents, growth calculation and activate them for treatment via HCP locator

Rebuild Norditropin presence in market Limited resource (1 FTE) so leverage from MCE by using RTE / MKT email / Line OA / remote call Hybrid event will be the suiatable type of relaunch meeting

Target specialties # unique HCPs in TH universe source: IQVIA TH  OneKey ) MAT Jun 2023 Plan 2024 # unique HCPs reached by NNPT # unique HCPs reached by brand % Brand reach VS NNPT reach # unique HCPs reached by brand % Brand reach VS NNPT reach Pediatric Endocrinology 114 106 69 65% 69 65% Total 114 106 69 65% 69 65%

[Audio] We aim to match the number of pediatric endocrinologists that we achieved in 2022 by 2024. To accomplish this, we have planned a set of strategies including raising awareness and delivering renewed scientific information to pediatric endocrinologists, proposing clear patient profiles on Norditropin's usage with readily available resources, and promoting traffic to our website with the latest educative material, growth calculation, and search engine for healthcare professionals. We believe that these initiatives will allow us to reach our goal.. 

Scene 19

Realized Performance        SoB and Market Insight        Ambition and Strategic Direction         Sales and Cost 2023-2024         Medical/MCE/MAPA Initiatives         Summary

Target specialties # unique HCPs in TH universe source: IQVIA TH OneKey) MAT Jun 2023 Plan 2024 # unique HCPs reached by NNPT # unique HCPs reached by brand % Brand reach VS NNPT reach # unique HCPs reached by brand % Brand reach VS NNPT reach Pediatric Endocrinology 114 106 69 65% 69 65% Total 114 106 69 65% 69 65%

CE Increase awareness, and provide update scientific contents  among pediatric endocrinologist through MCE Provide clear patient profiles on the use of device with easy to access materials Driving traffic to MTH website with up to date educational contents, growth calculation and activate them for treatment via HCP locator

[Audio] Norditropin® recorded a total realize shortage supply of 3.67 mDKK and no NF boxes were underutilized in 2023. Our LE 2023 sales expected chart for the year shows a 65.15% increase from REA22 and a 111.82 LE23 vs AB23 index. Furthermore, the DMI overview for the end of 2023 indicates YTD June at 0.4 with Norditropin® making up 39% of the total DMI for the RareD Portfolio.. 

Scene 20

Norditropin ®   Sales and DMI Overview 2023

3.61151212 3.6657907000000001 10.828782010000001 3.2782921900000002 3.6657907000000001 3.6657907000000001

LE23 vs AB23 Index 111.82 LE23 vs REA22 growth -65.15%

DMI – Overview for End 2023  (mDKK std.23)

0.25418190883800001 0.60628654011900007 0.60628654011900007

DMI for  Norditropin ®   is 39% of Total DMI for RareD Portfolio

Realized Performance 	   SoB and Market Insight 	 Ambition and Strategic Direction                  Medical/CE/MAPA Initiatives                 Sales and Cost 2023 	               Summary

[Audio] At Norditropin®, we appreciate the significance of supporting patient health and self-assurance. To make certain patients get the medications they need, we are devoted to allocating resources each October. These resources are allocated towards educating healthcare experts, hosting educational events, conducting product presentations, and launching promotional activities. Our strategical vision for 2023 includes activities like supplying Continuing Education support for RTE, APPESS and CME, and presenting a symposium and booth for TSPE. Moreover, we will organize a booth for ESPE and RAMA, conduct product exhibitions, back lectures, and hospital trips. Lastly, we are investing in GSEM-RED to offer dependable resources and support for those who require it.. 

Scene 21

cical Overview
2023
Jan
NSM
QI
Feb
Pre-launch
May
Jun
Cycle Meeting
Aug
Post-launch
Sept
Q4
Nov
Mar
300t Camp
Apr
Launch
Meeting Series
Oct
Dec
PBS
Internal Launch Campaign
Are you ready for Wegovy• Campaign
Always on: PM) media
feature series
Clinical Exper•ence Program (CEP)
On demand resources
CEP Meeting Series
Wegovycarex Patient Support Program
GP, Specialist. Pharmacy and Nurse Conference Sponsorships
Virtual Sales Team
Horizon
Pharmacy Program
GP Mass Mobilization: 4FOrums'On demand HCP education
Nurse Clinic Program*
GSEM
Launch
Media
Always on: Obesity PR & SoMe Campaign Activation
OTC campaign*
Public Affairs Make obesity a healthcare priority
Commercial Partnerships Program
FOR INTERNAL USE ONLY - NOT FOR DISTRIBUTION OR DETAILING
sernagutiCe rj2ctCn 2.40"

[Audio] We have an innovative plan in place for 2022 and 2023 in order to provide confidence and ensure Norditropin returns. In April 2022, we will relaunch Norditropin with a timeline of presence supply and old foundation. To assist this comeback, we will invest more. Our plan involves local congresses, symposiums, lectures, tours, group presentations, HCP testimonials, promotional material, GSEM-RED, RTE and TSPE, interhos, MTH maintenance and patient testimonials.. 

Scene 22

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

[Audio] To restore consumer confidence in Norditropin® and strengthen the trust that had been established, we have set a goal for 2024. Our plan focuses on gaining the confidence and trust of health care professionals and making Norditropin® the preferred indicated growth hormone therapy, with the help of an easy-to-use device that ensures the wellbeing of patients. Further, we aim to increase user recognition amongst the patient community. To fulfil this purpose, we will work on intercongress, national congress, relaunch event, educational event, hospital meeting, and KAM project.. 

Scene 23

In  2024  the major investments are focus on  rebuild and gain trust in Norditropin with sale contribute at 6 mDKK

S1  Gains  HCPs’  confidence and trust in  Norditropin ®

S2  Preferred indicated growth hormone therapy of  Norditropin ®  via its easier device for a healthy and confident future

S3 Enhances   user   recognition amongst   patient   community

[Audio] We believe that Norditropín® should make a powerful return to the market, and we have set aside 640000 DKK for key strategies, such as sharing the news of its return, providing educational updates for ten HCPs at an ESPE congress, launching a campaign to emphasize the exceptional qualities of Nordiflex®, organizing hospital meetings and instructional activities, plus a campaign to demonstrate the value of growth hormone therapy other than height growth. All of these plans have been thoroughly planned and ranked in order of importance to guarantee that the aim of a successful relaunch of Norditropín® with a meaningful effect is reached.. 

Scene 24

Key  Tactics Specific Detail Timing Strategies Budget 640,000 DKK % of total budget Objective Priority S 1 S2 S3 Relaunch  Norditropin  (Hybrid) Announce the strongly come back of  Norditropin  in market H Jun   120,000 19% International congress (ESPE) Educational updates for 10 HCPs (onsite) H Sep   340,000 53% National congress (TSPE) Promote and differentiate  Nordiflex ®  from other growth hormone product base on unique value proposition H Jun   30,000 4% Hospital meeting -CME -Interhospital Educational updates for HCPs H Jan-Dec   20,000 3.3% RTD – beyond height Drive awareness and state the benefit of growth hormone therapy beyond height M Nov   20,000 3.3%

Deep Dive DMI 2024 - Marketing key tactics

[Audio] We are looking to support our Norditropin® brand. Our plan for the year ahead includes various tactics to raise awareness about child growth and endorse with TSPE. We have set aside a budget of 640000 DKK, mainly targeting our sales force with an internal refresher course, detail aids and tools, and a product presentation. Additionally, we have allocated funds for a HCP testimonial production to drive traffic in our patient community. Our high priority activity accounts for 570000 DKK and medium priority for 70000 DKK, which amounts to 3,200000 THB definitively making up 100% of our total budget.. 

Scene 25

Key  Tactics Specific Detail Timing Strategies Budget 640,000 DKK % of total budget Objective Priority S 1 S2 S3 MTH website Raise awareness about child growth and endorse with TSPE H Dec   20,000 3.3% Internal training Refresher course for sale force M Jan-Dec   10,000 2% Promotional Materials Detail aids & tools for sale force HCP testimonial production for drive traffic in patient community H Jan-Dec    40,000 6% KAM project Product presentation M Jan-Dec   40,000 6% Total 640,000 DKK:  High priority = 570,000 DKK, Medium priority = 70,000 DKK 3,200,000 THB 100%

[Audio] Norditropin®, a growth hormone drug, is making a strong comeback in the market. To ensure its success, we have set two key tactics: the International Congress and the National Congress. The International Congress will provide educational updates for 10 healthcare professionals and the National Congress will promote Nordilflex® by emphasizing its unique value propositions. Additionally, we will organize hospital meetings, CMEs and Interhospital sessions to educate healthcare professionals and run an RTD Beyond Height campaign to spread awareness and highlight the benefits of growth hormone therapy. We have allocated 640000 DKK, 3.2 million THB, which is 19% of our total budget, to support these strategies. Our highest priority is to ensure the successful relaunch of Norditropin®.. 

Scene 26

Key  Tactics Specific Detail Timing Strategies Budget 640,000 DKK (3.2  mTHB ) % of total budget Objective Priority S 1 S2 S3 Relaunch  Norditropin  (Hybrid) Announce the strongly come back of  Norditropin  in market H Jun   0.12  mDKK 600,000 THB 19% International congress (ESPE) Educational updates for 10 HCPs (onsite) H Sep   1,700,000 53% National congress (TSPE) Promote and differentiate  Nordiflex ®  from other growth hormone product base on unique value proposition H Jun   150,000 4% Hospital meeting -CME -Interhospital Educational updates for HCPs H Jan-Dec   100,000 3.3% RTD – beyond height Drive awareness and state the benefit of growth hormone therapy beyond height M Nov   100,000 3.3%

[Audio] Norditropin® is a known brand for its commitment to promoting child growth. This brand plan intends to keep that same mission front and center by strategically leveraging tactics and strategies to raise awareness and educate sales force and healthcare professionals. A budget of 3.2 million Thai baht is available and will be allocated to four key projects; website, internal training, promotional materials, and KAM project. These projects will create detail aids, product presentation, and testimonials to drive traffic to the patient community. With this plan in place, Norditropin® will be able to continue to foster healthy growth of children.. 

Scene 27

Key  Tactics Specific Detail Timing Strategies Budget 3,200,000 (THB) % of total budget Objective Priority S 1 S2 S3 MTH website Raise awareness about child growth and endorse with TSPE H Dec   100,000 3.3% Internal training Refresher course for sale force M Jan-Dec   50,000 2% Promotional Materials Detail aids & tools for sale force HCP testimonial production for drive traffic in patient community H Jan-Dec    200,000 8% KAM project Product presentation M Jan-Dec   200,000 6% Total 3,200,000 THB:  High priority = 2,850,000 THB, Medium priority = 350,000 THB 3,200,000 THB 100%

[Audio] The presentation is about Norditropin®'s planned strategy for 2024. The total cost for the year is estimated to be 22,263 THB. This is allocated to 3,200 THB for marketing, 1,990 THB for sales, 568 THB for MAPA, and 670 THB for logistics. The investment across three strategic focuses are 41.44% for Focus #01, 8.93% for Focus #02, and 44.08% for Focus #03. The goal is to increase DMI to 3% in 2024 by department. This requires an investment of 1,566,667 THB for Focus #01, 1,516,667 THB for Focus #02, and 116,666 THB for Focus #03.. 

Scene 28

Department Investment (‘000 THB) Investment (‘000 DKK) Marketing 3,200 640 Medical 1,990 Sales 200 MAPA 568 Logistics 670 Total 22,263

41.438287657531504 8.931786357271454 44.078815763152626 2.5505101020204037 3.0006001200240049

Strategy Investment (‘000 THB) Investment (‘000 DKK) Strategic Focus #01 1,566,667 Strategic Focus #02 1,516,667 Strategic Focus #03 116,666 Total 3,200,000

[Audio] Our brand performance has been strong and our key insight has enabled us to develop an effective brand strategy. We are on track to reach 11.72 mDKK in 2022 and the highest sale contribution in Q4/22 since launch. The market size for FVIII competitors is 36 mDKK with Saizen as the premium brand and Eutropin, made by LG, as the market leader. Our goal is to gain trust and recognition for Norditropin, making it the preferred brand in the market. We are proud to announce that our summary of the brand plan- RED Norditropin has been successful. Thank you for your attention.. 

Scene 29

Achievement 11.72  mDKK  in 2022 The highest sale contribution in Q4/22 since launch

Market size 36  mDKK FVIII competitors premium brand:  Saizen Competitive brand:  Eutropin   Market leader =  Eutropin  (LG)

International congress National congress/ Annual meeting Educational event HCP testimonial MTH project

Realized Performance 	   SoB and Market Insight 	 Ambition and Strategic Direction                  Medical/CE/MAPA Initiatives                 Sales and Cost 2023 	                Summary

Brand Plan [insert brand]

Scene 0

Good afternoon everyone, we are here today to review the results of RED's Brand Plan and its Rare D product, Norditropin®

We will be taking a deep dive today to analyze the market share, performance, and strategies moving forward to ensure our success

avatar

Norditropin® is outdoing the competition in the market, as evidenced by the table and chart supplied

Since its launch in the fourth quarter of 2022 its Market Share (MS) has been the highest at 59.9%, with solid performance extending into 2023

The chart and table reflect its continued growth with a REA23 vs AB23 index of 109.57 and a REA23 vs REA22 growth of 3.73%

This success is even more noticeable in Thailand, where Norditropin® currently holds a MS of 15.4%, whereas NovoEight®, Esperoct®, and NovoSeven® have MS of 1.3%, 0.1%, and 0.04% respectively.

Norditropin® is a medication used to treat Growth Hormone Deficiency and this slide highlights the importance of focusing on limited FTE medical school and private hospitals in Bangkok as they are the main market for Norditropin®

33,397,429 doses have been sold, with 66% being purchased by medical school and public hospitals and 34% by private hospitals

It is estimated that 40.19% of patients have received recombinant DNA human growth hormone (rhGH) treatment and 70% of those patients were untreated in private hospitals

The chart on this slide shows the data on Norditropin® and Saizen® purchases in Bangkok and Upcountry

Norditropin® and Saizen® are both equally popular in both regions however, reimbursed purchases are double the amount of self-pay purchases for each medication.

 Ref:  Angsusingha  K,  Watcharasindhu  S,  Likitmaskul  S,  Tuchinda  C. Growth hormone therapy update in Thailand.  Horm  Research. 1998;49(Suppl 1):15-20. รายชื่อกุมารแพทย์ต่อมไร้ท่อฯ รพ.รัฐบาล – สมาคมต่อมไร้ท่อเด็กและวัยรุ่นไทย ( thaipedendo.org)  

slide4-hotlink11

This slide is about Norditropin in the context of the rare disease Noonan Syndrome which has recently been approved

The challenge is now to identify population pools and gain access to them through reasonable and competitive pricing in order to unlock access for patients

The population in Thailand is estimated to reach 71.6 million by 2021, and the birth rate in the country is 7.6 per 1000 population or approximately 545000 births a year

Norditropin is approved by the Thai FDA for three indications, PGHD, TS and SSA

The cost of treatment can be a burden, as there are around 11.3 million children under 15 in Thailand, 152 of which have PGHD, 4,538 have TS, and around 54000 have SSA

Government employees' children with PGHD are reimbursable under CSMBS, but for the other indications, treatment is self-paid

It is estimated that around 10,364 potential patients could be treated with Norditropin each year in Thailand.

Norditropin® has a brand plan that emphasizes a comprehensive approach to care, putting the patient's convenience and needs above all else

Our goal is to reach more than 70% of our customers with this new approach, and with modest resources, our MCE division is helping teams to reduce time-to-market and deliver better services

Research into pediatric endocrinologists has allowed us to discern unmet needs for each segment of users, which in turn helps us to maximize our reach

Those who are holistic tend to be most satisfied when given current treatments, and Saizen products can be strategically allotted to certain patients