MARK EDELSTEIN CONSULTING INC AN INTRODUCTION AND OVERVIEW

MARK EDELSTEIN CONSULTING, INC. AN INTRODUCTION AND OVERVIEW 2005 Mark Edelstein Consulting, Inc. May 19, 2005

ABOUT MARK EDELSTEIN CONSULTING, INC. n n Founded by Mark Edelstein in July 2001 Vision: n n Empowering Marketing Research for World. Class excellence Guiding Principle: n Commitment to, and passion for raising the standards, excellence and impact of Marketing Research through everything we do Mark Edelstein Consulting, Inc. May 19, 2005 2

ABOUT MARK EDELSTEIN CONSULTING, INC. n MECI Mission: n To partner with Global Healthcare companies who are passionate to have Marketing Research individuals and departments earn and keep a "Seat at the decision-making table” Mark Edelstein Consulting, Inc. May 19, 2005 3

ABOUT MARK EDELSTEIN CONSULTING, INC. n MECI Goal: n n To successfully build and continuously support client expertise (the art, attitude, and science) in the day to day practice of Marketing Research - at all times aligned with, and focused on business goals, strategies, and resource constraints; To empower MR to make “one plus one equal three” Mark Edelstein Consulting, Inc. May 19, 2005 4

ABOUT MARK EDELSTEIN CONSULTING, INC. n MECI Approach: n n To move the functional bar even further by integration and sharing of ideas, programs, and staff from a multi-functional perspective To overcome the “Silos” n n To strengthen internal client and colleague partnerships and teams throughout the organization; To develop strategic alliances between clients and external database / marketing research agencies; Mark Edelstein Consulting, Inc. May 19, 2005 5

ABOUT MARK EDELSTEIN CONSULTING, INC. n MECI Approach: n n Consultative, Customized and Individualized To benchmark and apply lessons learned from the Marketing Research success and failures of others within the client company, across the Pharma industry, from B to B and Consumer industries, and from Academia Mark Edelstein Consulting, Inc. May 19, 2005 Ask Listen Discuss Define Recommend Design Do Review Benchmark Integrate 6

Our Therapeutic Experience n n n n n ADHD Anti-Infectives Arthritis Asthma/COPD Bipolar Disease Cardiovascular Dermatology Epilepsy Facial Injectables Mark Edelstein Consulting, Inc. n n n n n May 19, 2005 GI Market HIV/AIDS Migraine Muscle Relaxant Market NSAID Market Oncology Schizophrenia Sedative/Hypnotics Urinary Incontinence 7

Our Recent Clients n n n n Abbott Laboratories G & S Research Inamed Corporation Medical Marketing Studies, U. S. Merck and Company, Inc. Schwarz Pharma Oasis Marketing Partners Scott Lauder & Associates Mark Edelstein Consulting, Inc. May 19, 2005 8

Our Services n n Provide strategic MR Program design, budgeting, optimization and short-term project/staff management Enhance Marketing Research Department strategies and tactics through “Best Practices” initiatives; Mark Edelstein Consulting, Inc. May 19, 2005 9

Our Services n Support the unique professional development needs of both junior and more seasoned marketing researchers and their internal clients n n n Supplement theory and science of database and methodology-focused external training seminars; Provide individualized staff and department-wide hiring, orientation, training & coaching programs stressing the practice of MR excellence; Marketing Research 101 for Marketing, Sales and Finance Mark Edelstein Consulting, Inc. May 19, 2005 10

Our Services n Help companies create internal demand for, and support development of integrated “Knowledge Repository” process n n n Teach researchers the process of “mining the data”, integrating and building on insights from the evergrowing body of data available from primary, secondary, and syndicated research, as well as “human capital” resources Bridge the “silos” of information Identify, recommend and partner with “Best in Breed” intelligence and data research vendors Mark Edelstein Consulting, Inc. May 19, 2005 11

Our Successes n Business and Strategy Development n n n n Marketing Plan development support Situation Analyses Commercial Viability / Market Valuations / Forecasting Global Positioning, Pricing and Segmentation Strategy Research Branding and Messaging Research Packaging Research Special Audiences (KOL, Advocate, Patient, Payer Research) Mark Edelstein Consulting, Inc. May 19, 2005 12

Our Successes n Competitive Insights & Analysis n n n Internal needs assessment, SWOT Analyses, War Gaming, Market Opportunity and Global Market Structure Assessments Data Mining and Knowledge Integration to capture and build on insights from prior research and resources already available On-going and ad-hoc CI efforts Performance Tracking Reports and Dashboard Summaries Business-focused, issues-driven insight, recommendations, implications from all research Mark Edelstein Consulting, Inc. May 19, 2005 13

Our Successes n Global Project Management n Research Plans: n n n Staffing & Budget Development Optimization and Selling Management and Tracking Staff hiring, training and development, orientation, coaching, and career development Best-in-Breed Vendor identification, evaluations, and selection process Mark Edelstein Consulting, Inc. May 19, 2005 14

Our Approach to Project Out-Source Management n n n n Consultative Customer-Focused Creative and Clever Customized Clear Communicate Regularly Committed Mark Edelstein Consulting, Inc. May 19, 2005 15

Is Mark Edelstein Consulting Right for You? n What’s keeping you up at night? n n n What specific support are you looking for? Over what timeframe? n n n What are your immediate needs and objectives? What are your longer-term strategic business and development goals? What skill set will ensure your success? What work and communication style will ensure acceptance and success within your work community? What are your company’s experiences working with, and expectations from an independent consulting partnership? Mark Edelstein Consulting, Inc. May 19, 2005 16

About Mark Edelstein n n Marketing Research Consultant, Professional Development Coach, and Department Strategist; Active champion for global Pharma MR function for 20 years n n 15 years on “client” side – with Merck, Searle, Abbott, and Pharmacia Began career as practicing Chemical Engineer with P&G and FMC n Learned art and skill of problem solving, project management, and critical importance of collaborative work relationships Mark Edelstein Consulting, Inc. May 19, 2005 17

About Mark Edelstein n Seasoned Experience n n n n Unique blend of technical and business acumen; In-depth client-side and supplier/consulting side perspectives; Broad global healthcare market knowledge; Extensive range of therapeutic class expertise; Demonstrated success in integrated global marketing research design, management, analysis, and reporting; Commercial product and program development, optimization and implementation across entire product life-cycle, including early-stage clinical, business development, licensing, forecasting, and pre-launch activities. Extensive direct and cross-functional staff recruiting, training, coaching, and management experience; Mark Edelstein Consulting, Inc. May 19, 2005 18

About Mark Edelstein n Professional Passions: n Coaching, mentoring and professional development of marketing researchers n n Empowering researchers to “get it” - to recognize, train for, and actively practice the proactive, strategic, and innovative role they play as business, product and market experts throughout the organization Empowering Marketing Research to be“The place to be” rather than “The place to be from” Mark Edelstein Consulting, Inc. May 19, 2005 19

About Mark Edelstein n Professional Affiliations: n Serving on the Expert Review Panel for the MRII in conjunction with University of Georgia - Center for Continuing Education n Principles of Marketing Research – Pharmaceutical Supplements, a new online professional training program for researchers worldwide, launching Fall, 2005 n Active Member of PMRG (past officer and board member), PBIRG, American Marketing Association, Society of Competitive Intelligence Professionals Mark Edelstein Consulting, Inc. May 19, 2005 20