Brand Plan [insert brand]

[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!.

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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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..

[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®..

[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..

[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..

[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..