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									                                     CONFIDENTIAL;




BUSINESS* STRATEGIES TO PENETRAT E
  THE HOSPITAL SEGMENT OF TH E
NORTHEAST CUSTOMER BUSINESS UNIT




             Submitted by :

            Natasha Giordano
              John Franci s
             Joseph Bogdan
               Rohit Dhar
              Zona Hodge
            Richard DesRault




                               X   003630
                CONFIDENTIAL




PHASE I




          X0 03. 631
                                                                            CONF IDENTIAL




OBJECTIVE :

     Develop a business strategy to penetrate the hospital segment of the North Eas t
     Customer Business Unit (CBU) ..

            •   Who are the key influencers?
            •   Where are they ?
            •   Once identified, what is the strategy ?
            •   What are the opportunities and how to take advantage of them?
            ▪   What is the GPO strategy ?
                What key brands are to be promoted ?
                Should there be a reorganization?
            •   What is the medical school affiliation for each teaching institution, and do
                we have 100% coverage?

GOAL:

     To increase the accessibility of the Parke-Davis portfolio to all major teachin g
     institutions with subsequent influence over the smaller community hospital in th e
     North East CBU.

     The role of the hospital territory manager is to influence the center of influence i n
     conjunction with the CBU management team . The centers of influence house the ke y
     thought leaders .




                                             I

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                          The                centers                     of        influence                        for       the           key                 Parke-Davis                            brands                to      be        promoted          by   the    Hospita
                                                                                                                                                                                                                                                                                        l


                          Territory                        Managers                                   were          identified                         based                      on        several              variables
                                                                                                                                                                                                                                           .




                          These                   variables                        include :




                                                                             The                   availability                      of       neurology,                                   geriatric,               psychiatry,                   cardiology          and      interna l


                                                                             medicine programs .



                                                                             The                   number                 of       residencies                                   and         fellowships                      in      each         program .



                                                                             The institution out-patient annual visit volume .




                  •      and                 will       determine                                  in    which                 cities                  the          CBU
                                                                                                                                                                                      ' s efforts should be concentrated :




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        NE CB U                              ‘glpp                                                                                                                                                                                                                                                                 •
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       TOTALS




                   There                     are         123                 ma'or                  teaching                      institutions                                  within             the        Northeast                    CB U              Thes     are    covered           by


                            os•1                          emtory                                   anage                                                                                                        average                approximate ]


                           erritory                     Manage                                             e         a    ante              of         the               equation                  are         community                        hospitals        and


                   by           Territory                            •       .     •       gers .




                   In         order                   of     importance,                                     the         cities              of        influence                            for        the        Northeast                    are :




                                                                                           •          New               York              Cit y



                                                                                                      Bosto n



                                                                                           •          Philadelphia



                                                                                                      Pittsburgh



                                                                                       •              Hartfa



                                                                                       •              Providenc e



                                                                                       •              Alban y



                                                                                       •              Syracus e



                                                                                       •              Worcester


f




                                                                                                                                                                                            2




                                                                                                                                                                                                                            X00363                           3
	
                                                                                           CONFIDENTIA L




    KEY BRAND : COGNEX

    OBJECTIVE:

       •      To reevaluate the Cognex potential of the key influencers and reverse or neutraliz e
              negative opinions.

              To bring the enthusiasts up to the next level ...more business .

              To develop second tier influencers into advocates within the identified centers o f
              influence.

              Expand the sphere of influence in the following areas :

                         ▪   Geriatric psychiatr y
                         •   Neuro-psychiatr y
                         •   Tacrine access clinic s
                             Community hospital geriatric clinics with the Territory Managers .

    WHO ARE THE KEY INFLUENCERS ?
    WHERE ARE THEY ?

    New York City            Mt. Sinai                                           K. Davis, M .D. (? )
                             Albert Einstein                                     H. Crystal, M .D:
                             Cornell                                             N . Relkin, M.D .
                             SUNY Health Science Center                          C. Cohen, M.D.
                             Flushing Hospital Medical Center                    T. Vela, M .D.

    Bosto n                  Massachusetts Genera l                              J. Grodon, M.D.
                             New England Medical Center                          M . Foulstein . M.D.

    Philadelphia             Thomas Jefferson Hospital                           P. Reyes. M.D.
                             Hospital of the University of Pennsylvania          M . Grossman, M.D.

    Pittsburgh               Western Psychiatric Institute & CIini c             S. DeKosky, M .D.
                             Montefiore University Hospital                      E. Rodriguez, M.D.

    Hartford                 Yale New Haven Hospital                             A. Siegel, M.D.
                             Hartford Hospita l                                  R. Besdine, M.D.

    Providence               Roger Williams Medical Cente r                      B. Ott, M.D.

    Syracuse                 SUNY Health Science Center                          R. Ham, M .D .
                                                                                 S. Brangman, M .D.
    Albany                   Memory Disorders Unit                               W. Pendeibury, M .D.
                                                                                 P. Solomon, M .D.
    Worcester                University of Massachusetts Medical Center D . Drachman, M .D.




                                                                                                TZ't    2 /e   J /NAG

                                                   X003634
	
                                                                                  CONFIDENTIA L




    MARKETING STRATEGIES FOR COGNEX :

       . All Hospital Territory Managers are to have active interaction with Cognex champions
         within each teaching institution and utilize them for peer selling programs .

                                                           educational grants focused on th e
       • Strategic and selective placement of research and
         neutral and negative thought leaders.

       . Investment in Parke-Davis product research, the'muscarinic protocol and new dementi a
         research products .

         Seeding programs in the centers of influence .

         Consultant pharmacist programs emphasizing efficacy, safety and measurements o f
         response .

       • In order to also drive in the business from the outside or (bottom-up) provide mor e
         caregiver programs in conjunction with wellness centers, Tacrine access clinics, th e
         Alzheimer's Association and the Alzheimer's Disease Assistance Centers .

       • Support and expand the family life program .

       • Develop a selective pricing strategy to produce formulary acceptance and out-patien t
         dispensing in large city hospitals (specifically large volume dispensing units) .

       • Increase the number of functioning Tacrine access clinics .
         Provide clinical case studies of real patients to demonstrate the response of Cognex .
         Show physicians what they can realistically expect showcasing the caregiver response .

    KEY BRAND : ACCUPRI L

    OBJECTIVE :

       . To gain access into all major teaching institutions with the "Accupril message," both i n
         hypertension and congestive heart failure . Focus on large out-patient dispensin g
         pharmacies where cost is a factor .

    WHO ARE THE KEY INFLUENCERS ?
    WHERE ARE THEY ?
    New York City       Albert Einstein                                 T. Lejemtel, M .D.
                        New York Hospital                               J . Laragh, M .D.
                        SUNY Health Science Center                      R. Stein, M .D.
                        Kings County Medical Center                     C. Sharries, M .D.
                        Queens Hospital Center (affiliate Mt . Sinai)   J . Dubroff, M .D .



                                                  4




                                                                       X003635
                                                                             CONFIDENTIAL




Boston               New England Medical Center                     M . Konstan, M .D.

Philadelphia         Hanneman Hospital                              S. Brozena, M .D.
                     Temple Hospital •                              I. Pina, M.D.

Pittsburgh           Montefiore University Hospital                 M . Cressman, M .D.
                     Presbyterian University Hospital               B. Uretsky, M .D.

Hartford             University of Connecticut                      W . White, M .D.
                     Yale - New Haven                               J . Setano, M .D.

Providence           Rhode Island Hospital                          D. Diwakin, M.D.

Syracuse             SUNY Health Science Center                     G . Andersen, M .D.

Albany               Albany Medical Center                          V. Smith, M .D.

Worcester            University of Massachusetts Medical Center     R . Becker. M .D.


MARKETING STRATEGY :

      All Hospital Territory Managers are to have active interaction with Accupril champions '
      within each teaching institution and utilize them in peer selling programs.

      Using Accupril's preferential status within HMO's, gain access into teachin g
      institutions with subsequent pull through in out-patient department areas . Maximize
      this effort by coordinating strategies with the Territory Managers .

   • Coordinate efforts between NAM's, ABM's, HTM's and TM's for a more effectiv e
     pull through .

   • Investigate a more aggressive price structure for teaching institutions with large volume-
     out-patient dispensing.

   • Drive Accupril through the "Black Hypertensive" market and the "CCB failure" market .

      Placement of Phase IV studies in selected sites to provide future high volume access .

   • Continuous communication with Morris Plains personnel to ensure proper placement o f
     clinical studies within the CBU .




                                              5




                                                                    X 003'63      6
	
                                                                                   CONF IDENTIAL
                                              _




    KEY BRAND : NEURONTIN

    OBJECTIVE:

        ▪ To position Neurontin as the first add on and-epileptic drug of choice by ensurin g
          Hospital Territory Manager coverage of all national Epilepsy centers and centers o f
          influence with the teaching institutions .

        ▪ Gain 100% access for Neurontin .
    WHO ARE THE KEY INFLUENCERS ?
    WHERE ARE THEY ?

    New York City          Columbia Presbyterian                       T. PedIey, M.D.
                           Montefiore                                  S . Shinnar, M .D.
                           Hospital for Joint Disease                  O. Devinsky, M .D .
                           Long Island Jewish Medical Center           N. Schaul, M.D.

    Boston                 Boston University Medical Center            T.             M.D.
                           Beth Israel
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    Philadelphia           Graduate Hospital, Philadelphia             M. Dichter, M .D.
                           Thomas Jefferson Hospital                   L. Streletz, M .D.
                                                                       G.. Ark, M .D.

    Pittsburgh             University of Pittsburgh Medical Center     R . Simon, M .D.

    Hartford               Yale - New Haven Hospital                   R. Mattson. M .D.
                                                                       S . Spencer, M .D.

    Providence             Rhode Island Hospital                       S . Louis . M .D.

    Syracuse               SUNY Health Science Center                  A. Bragdon, M.D.

    Albany                 Albany Medical Center                       V . Ranami, M .D.
                                                                       A. Ritaccio, M.D.

    Worcester              University of Massachusetts Medical Center D. Phillips, M .D.

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                                                                             X00363 7
                                                                             CONFIDENTIA L




MARKETING STRATEGY :

    . All Hospital Territory Managers are to identify and have active interaction with
      Neurontin champions within each teaching institution and utilize them for peer sellin g
      programs.

      Continue the Dilantin/Neurontin pharmacy CE programs.

   • Organize and execute regional epilepsy nurse symposium .
   . Initiate a regional epilepsy residents program in order to influence physicians from th e
     bottom up.

     Increase involvement within local epilepsy support groups (local EFA chapters) .

   • Position Dilantin as the first drug of choice and Neurontin as the first add on . Focus
     this message to the neurology residents so as to solidify Parke-Davis' role in th e
     resident's mind as he/she evolves into a practicing physician .

     The list of key influencers should be supplied with up to date data and kept aware o f
     the availability of research opportunities in clinical trials .

   . Develop second tier influencers into advocates within each center bf influence .

                                                                                      e
   ▪ Have Neurontin expert within each institution deliver the message to the medicin
     department to further sales.


SUGGESTED ISSUES :

Naming two "Institutional Coordinators" who will report to Area Business Managemen t
(Grade 7) .

   Responsibilities include :

        Adapting the marketing plan to the specialized hospital business segment .

     • Organizing and conducting trimesterly marketing meetings with all HTM's .
        Working closely with the CBU management team on penetrating the key though t
        leaders and centers of influence .

        Training the Territory Managers and developing more effective selling in th e
        community hospital environment .

                                              7



                                                                          X0   03638
	
                                                                                   C ONF IC
                                                                                    .                   IAL




                                                                         build selling tactic s
          • Available to work with HT-M's to improve selling skills, and
            within the teaching hospital environment .

          - . Providing on-going training for the new Hospital Territory Managers.

          • Line of communication to the CBU management team .
          • Gathering and processing information from the liaison (see below) .

    A liaison is needed between marketing research and the institutional coordinators to lay th e
    groundwork for future products and development of existing ones . For example :

        • The Institutional Coordinators should be made aware of possible study sites for th e
          AIM trial (Accupril in Minorities) . In this way, the Institutional Coordinators, togethe r
          with the CBU Management team, can strategically place the sites for this trial, to gai n
          future access more readily in the major teaching institutions.

        • The revision of the Accupril national speaker list should have the input of the liaison ,
          Institutional Coordinators and CBU Management .

          Placing future studies involving the diabetic market .

    A Hospital Territory Manager should :

        • Coordinate, support and assist the ABM's in developing a business plan as it relates t o
          hospital sales.

        ▪ Must coordinate efforts with NAM's, ABM's and TM's for access and pull throug h
          tactics .

          Identify key influencers/teachers/researchers by therapeutic category to include :

             ▪ Dementi a
             • Diabete s
             • Epileps y
             • Antibiotics (Infectious disease)
               Congestive Heart Failure
             ▪ Cerebral Vascular Accident s
             • Hypertensio n
             • Dyslipidemi a
    We as a CBU must reevaluate and identify the GPO's . HMO's and contracts that are in place
    throughout all the institutions in the northeast (teaching, non-teaching, community) .



                                                   8



                                                                              X0   03 .639
               CONFIDENTIAL




PHASE II




           X0 03640
                                                                                          CONFIDENTIAL

Craig . Cammunications       TEL No .5167663050                       Nov 21,94 17 :31 No .005 P .02




      OBJECTIVE :

            Further assess teaching hospital coverage based on the following criteria :

                        The availability of teaching programs :

                                   internal medicine
                               •   family practice
                               •   geriatrics
                               •   neurology
                               •   psychiatry
                               ▪   cardiology

                   •    Annual outpatient visit volume .
                   •    Number of staff physicians to visualize the degree of the far reachin g
                        impact .
                   •    Opinion Icaders.
                        Geography .
                   ▪



            The Hospital Territory Manager on average will focus on five major teachin g
            institutions and OVERSEE the remainder.

                        "OVERSEE" : The HTM will oversee the remainder of his/her account s
                                     by task. The frequency will be less, however. maintained
                                     in order to seize opportunities as they arise . (Example :
                                     formation of TACs and changes in formulary influences .)

            Criteria used for an oversee account includes:

                   •    Less outpatient volume .
                   •    Limited residencies and fellowships .

           The focus on outpatient areas, specifically where access is available . to impact Parke-
           Davis' business in the surrounding zip codes will be aggressively covered in Ill
           accounts utilizing a team approach .

            In order to be successful with this business strategy, we, as a team, MUST remain
            flexible and react with speed as business opportunities arise in this ever changin g
            market; i.e., it is imperative to be able to change priorities together .




                                                       9




                                                                                X00364 1
	
                                                                                           CONFIDENTIAL,

    Craig Communications      TEL No .5167663050                         Nov 21 .94 17 :31 No .005 P .03




                            HOSPITAL TERRITORY ALIGNMENT S


                      Priority accounts are not listed in order of importance and will be assessed
                      by task at a local level with ABMS .

                      The numbers for annual outpatient visit volume include all specialties an d
                      must be researched by individual HTMs .

                      List of territories to follow are in numerical order by District .




                                              LEGEND

               M      Medicine                  A   =        Accupri l
               G      Geriatrics                N            Neurontin
               P      Psychiatry                C   =        Cognex
               NR     Neurology                 TAC =        Tacrine Access Clinic
               CD     Cardiology                F   =        Formulary approved
               R      Rotate                    RF =         Restricted formulary to specifi c
                      Non-reporting                          department s
               NA     No access                 S            Stocke d
                                                3            Functioning TAC




                                                    I0


                                                                               X0   0364 2
	




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        1 of Oversee Accounts:                                            3                                                                                                                                                                                          ■O

        Total 4 of Accounts :                                             8                                                                                                                                                                                          M
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    # of Priority Accounts :                    4
    # of Oversee Accounts:                      1
    Total # of Accounts:                        5

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                                                                                                                 12
	
	




    20-02-25 1


    Lisa Kellet (Boston )


    # of Priority Accounts :                                            5


    # of Oversee Accounts :                                             2


    Total # of Accounts:                                                7




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         Beth Israel Hospital                                      105                           6                 R           19                   36                                      214,806                                 982                                3,868                         462



         N.E. Medical Cotter                                        76                           0            24                9                   12                                      369,776                                 467                                4.183                         491        _■ ~



         N.E. Demons                                                73                            0                '                                                                        147,853                                 506                                2,931                          36$



         Si. Elizaleih•% Center                                         54                        0                                                                                         169.173                                 642                                2,284                         415                                       -



         ls1Ky Clinic                                                   0                         0                                                                                         55104                                   259                                2,649                         272



         TOTALS                                                   308                             6                                                                                    1,453,294                                  2.156                                15915                       2,008




    OVERSEE ACCOUNTS




         Mt. Anton Hospital



         Ct4atbridte Hospital                                                                                                                                                          199.Uf                                         169                              LIU                            176



         TOTALS                                                                                                                                                                        316,40D                                       6n                                                               462




                                                                                                                                                                                                        13
	




           20-02-25 2
           John Francis (Rhode Wand )
           41 of Priority Accounts : 5
           W of Oversee Accounts : 2
           Tow) # of Accounts :      7




          OVERSEE ACCOUNTS




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      20-03-350
    " Rohit Dhar (Brooklyn)
        of Priority Accounts:          5
      # of Oversee Accounts:           S
      Total 1 of Accounts:            10




       SUNY   Health Science      132      1   0          140              121                 IS                                 S39                     367
       King County Hospital                    0          1   0            I   R           I    R           315 .609                       3.386        1.204
       16isnedsides Hospital     79            0          126              1   0           1   12            135280               S15       3.517         705
       Cmsy Wand Hospital        61            0          1   0            1 0         1        9           401 .145        I     267      2.1128   I     437
       Btaoltdak Hospital        73            0              20       I       R       I        R           253,007         I     591      4,243    I     300
       TOTALS                    345       10                 36       1 21                                1 .605.741       I   1 .912    16.474    I   3,522


     OVERSEE ACCOUNTS

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                                                                                                                                 340                     520

                                                                                                           441,111      I        44 2    2.930           601
       t4cahodist Hospital       72            0              0        1       0       1       0           156,725               606     2.164           560
       Rrociriyu Hospital Come   93            0          1 0.         10              19                  211.417      I        623     2.927           65 3
       lnkdaith Medical Ceases   73            0              0                0               4                                 326     .... .          522
       TOTALS                    366           0              0                0               17          6697ASs              2.337                   2.156




                                                                                                                  15




                                                                                                    %% .
  20-03-35 1
' Denise Stasolla (N.Y.C.)
  # of Priority Accounts:  5
 # of Oversee Accounts:                        0
 Total it of Accounts :                        5




   20-03-352
   Kelly Armstrong (N .Y.C.)
   it of Priority Accounts: 5
   it of Oversee Accounts: 0
 ' Total # of Accounts:      5

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       N.Y.U. Medical Owlet                   113             5     0       311        13                           55,929                    179                                3,411                        179

       Ha,piul for Joint Disease               R              R     R         R        R                            50,435                    140                                1 .156                       270

       5t. Viacom',                           76              2     7        12        7                                                      73S                                __                           TSd

       9 . 11to-Roo3cvtk                      146             2.   14         R        11                           466,717                  1,103                               63 Z7                      1 .31 5

       TOTALS                                 33 5            9    41        50        37                       1     7,745                  1,437                           7641 2                         4,364
       -                                                                          -                                                                            ago                                                                                               S

                                                                                                                         16
20-03-353
Venetia Papageorge (N .Y.C.)
# of Priority Accounts: 4
# of Oversee Accounts: 3
Total 41 of Accounts:    7


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  lkd)                                    120                                           6         312,933        947                        6.832            1.166
  Leonct-1101                             75                                            8         217 .745       704                        2„7111            632
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  TOTALS                                  311        11            59   19              46      I .010.963
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OVERSEE ACCOUNTS

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 11u:pitsl fa Special Slum                R         0              0    0               0       133,100          146                       1.141             160
 Slum                                     R         0              0    0               0       2411181         249                        1352              565
 Rogiefeller Univenity Hasp .             R         0              0    0               0                                                                     30
 '11YII'ALS                               0         0              0    0               0       376,981         395+                       4,500+            755




                                                                                                        17
		
	




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            '   20-04-450
     U)         Donna Dawson (N .J. )
     O
     0          # of Priority Accounts :                                       5
     0          # of Oversee Accounts :                                        6
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                Total # of Accounts:                                          11
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     0                                                                                                     R     11                            196.501                                                                2,41 6                                389
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                    Si . Joseph's Htquial                                11 2           0        0         0     R                         371 .396                               s7 8                                3` 187                                757
                    St . Michael: Medial Code                                                                    14                            9231 3                             sob                                     1,286
                    Jersey Modeal Conics                                                                         6                         214,433                                35 8                                    1 .764

                                                                         329            7                       47                       1,199 .74 1                             3.020                               11 .905                              2.532


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                    Mon to .0 Memorial                                   33             0        0         0     t

                    Mountainside Hospital                                24             0        0         0     r

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                    POTAIS                                               179            0        0         0
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                                                                                                                                                     18
	




             20-05-550

             Rajan Gidwani (Philadelphia)                                                                            .

             # of Priority Accounts:                                                                             6

             # of Oversee Accounts :                                                                             3

             Total # of Accounts :                                                                               9




                                                                                                                                                                                                                                                                      52 1

               Presbyterian Medial Unto.                                                                                                                                                                            39,297                                            31 0                                     1,614                         347

         ■     University Hospiul of Pena.                                                                                                                                                                          90,701                                            137                                      4,64 3                        703

               Graduate Hospital                                                                                                                                                                                   140,384                                                                                     1.673                         320


               Paussylvania Revisal                                                                                                                                                                                32S980                                                                                      3,806                          743


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                Cooper Ho*PJUnir. Med . Gtr.                                                      S3                           0                           0            0                  0         J             381883                                                 460                                                                 554
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                Misaiootdia Hosptal                                                               68                           0                           0            0                  0                        135 84                                                _                                    2238                           643


                 Episcopal Hos p ital                                                             27                           0                           0            0                  1t                           24.583                                            211                                    957                          270


                 TOTALS                                                                           143                          0                           0            0                  11                      5491150                                                671+                                 6,183                        1.467




                                                                                                                                                                                                                                   19
, 20-06 650
  Joe McFariain (Buffalo )
  # of Priority Accounts :   5
  # of Oversee Accounts :    0
  Total of Accounts :        5




                                 20
	




            20-07-750


            Natasha Giordano (Long Island, Queens )


            # of Priority Accounts :                                                                     6

            # of Oversee Accounts:                                                                       4

            Total # of Accounts:                                                                        10




        OVERSEE ACCOUNTS




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                                                                                                                                                                                                                   2 1
20-08-83 0


Julie Rosenbaum (Bronx
                  )

# of Priority Accounts :                                                                        5


# of Oversee Accounts:                                                                          2


Total # of Accounts :                                                                           7




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         Daum Municipal                                                                                                                                               R                             I11,759                                                                                4651                                           725


         **whose Weiner                                                                                                                                               14                          .
                                                                                                                                                                                                 2.13.631                                                                                                                                1,110


         blaucfa~e Moses                                                           R                           7                 67                 30                14                                                                                                                   8,153                                         12' 0                 ■


         Bronx Labutor                                                            107                          0                 20                  0                6                             2.190                                        39S                                       3,320                                          71 3


         Lincoln Medial                                                            IS                          It                 0                  R                R                          536,428                                         469                                       3.775                                          S37


         TOTALS                                                                  128                           7                 i7                 30               34                         904,711                                          $64.                                   30,706`                                      4)3 S




OVERSEE ACCOUNTS




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                                                                                                                                                                                                            22
20-09-950
Brian Radecki (Connecticut )
# of Priority Accounts :                                            6
# of Oversee Accounts:                                              7
Total # of Accounts:                                            13
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  U . Connection Health Caner                        60              '     14W           32             6        L0                    451,66 8                              488                             1,118                       + 112


  Hanford Hospital                                  128                    0              0             0            9                 210.414                               752                             4,585                           95 4

  U. Connecting Farmington                           R                     R              It            It           10                                                      490                                                             232

  St. Fnuoea                                         R                     R              R             R            R                 222,050                               394                                                             534

  Yale New Haven                                    128                    0              0            14            15                312300                                600                             4.032                           777

  St . Rag4rael                                      44                    O              0             0            4                 103,860                               600                                                             49 1

  TOTALS                                          j 360             1 14                 32        ' 20              38             1 .300392+                            3,324                              9,733                        3,220


OVERSEE ACCOUNTS




  New Britain Geae:trtl Hospital                     0                     0              0             0            0                 22094                                 3IS                              1 .81 3                        33 4

                                                                                                                                                                                                             1 .169                          235

                                                                                                                                                                                                                720                           16 1

  St. Mary's Hospital                                0                     0              0             0            0                 202.911                               334                              1324                           301

   Wscitauy Hospital                                 0                     0              0             0            0                  4,882                                356                              1 .445                         33 0

 -Greenwich Hospital                                21                     0              00                    0                      176.902                               139                              1,19 1                         176

   Stamford Hospital                                20                     0              00                    0                      112,367                               337                              1,167                          2n

   710TALS                                          37                     0             0           0           0                   11136.512                             2.104                             9.029                        1 .814



                                                                                                                                               Ls
	




        2040-150
        Dianne LaMonica (Philadelphia )
        # of Priority Accounts :                                                      3 • Possible blending with R . Gidwani's excess.
        # of Oversee Accounts:                                                        3
        Total it of Accounts :                                                        6


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          Alban Einstein                                                       46                10         36                R                     13                              275421                                                                                   3.763

          Temple                                                               64                0          23               12                     10                                                                         533

          Modica! College d PA                                                 72                3          33               13                     12                                  90 .890                                Sq                                            2452                                      374

        A TOTALS                                                           It2               13             92              23           i 3S                                       364414                                   1,499                                           4115f                                    1,469           '

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        OVERSEE ACCOUNTS


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          Abit oa Mcaw~isl                                                 43                    0          0                0                      0                                                                          452                                           2,655                                     470            ..■

          BowMawr IIoq tal                                                 14                    0          0                0                      0                                                                          531                                           1 .9$7                                    315            .■ ■
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          Gettp nlown Hospital                                                 R                 0          0                0                      0                                                                          179                                                 @9                                  208            .■ ■

          TOTALS                                                           59                    0          0                0                      0                                                                        1,162                                           5,470                                     993 ■■ .




                                                                                                                                                                                              24
		




     n=

             ' 20-11-15 5

     O
              Joe         Bogdan                (Albany/Syracusc)
     0

              #       of Priority Accounts:                                                  4
     0
     Z
              #       of Oversee                   Accounts:                                 2
     .-- 1
              Total            #    of Accounts :                                            7


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                      Ahoy Medial Center                                           60             4            24           10            10                              x'8 .350                                         767                           2,65 3

                      SIJAY Syracuse                                                57            2            28           13             8                              307 .8411                                        711                           2.296

                      Medical Center of Vem+mt                                      53            0            36           6             9                               163 .175                                         415                           2.158                                500

             ~Danalalab                                                             53            0            36            6            10                              287.650                                          305                                                                397

                      Bayuate Medical Center                                        51            0            0            0             10                              269,529                                          634                              3x658                             701

                      'TOTALS                                                      274            6           124          33            47                              1 .356.552                                     2.862                           10.765+                          2,305




              OVERSEE                           ACCOUNTS




                  •k'-,'.lk'S.:i^                                                                                                                                                 y~•                                                             ~ .A               tt,~,C..:.                 ~• w
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                      Betltsbirc Medical Cotta                                       0            0            4                          0                              62248
                                                                                                                            O                                                                                               153                         1.367                                 308


                      Crouse-lrvu8 Memorial lIosp.                                   0            0           0             0             0                              153,976                                           452                          2,245                                 56 1


                      TOTALS                                                         0            0           4             0             0                              216224                                            605                          3,612                                 869




                                                                                                                                                                                       25




                                                                                                                                                                                        t .i
	
                                                                                                 CONFIDENTIAL
        Craig Cswsunicat ions         ;EL Mc .5167663050                       Nov 21i S4 17 :31 No .00E P .1 7
    •
          .f




               Aggressive coverage must be maintained in I11 teaching institutions of the Northeast wher e
               access for the Parke-Davis portfolio is available : i .e ., formulary approvals : stocking in
               pharmacies; functioning tacrine access clinics .




               AREAS OF FOCUS FOR THE FUTURE:

                                                                             priority institution,
                   • Obtain case mix information by product per DRG ir. each
                     (Dementia/Alzhcimer's disease, Hypertension/CHF. Epilepsy, etc.).

                         Presentations geared towards the reimbursement specialist within the institution o n
                         how Parke-Davis may be able to assist in the reduction of inpatient cost . or
                         possibly in the movement of the patient from inpatient status to outpatient status .

                   • Comparative analyses of Institutional Parke-Davis access dollar sales - 1993 vs . 1994 .


                   • Targeting institutions which focus on senior programs, wellness programs, lif e
                     enhancement programs . etc ,

                   • Evaluating trends in the LTC market and how they may be tied into the teachin g
                     institution arena .

                   ▪ Assessing the development of "Integrated Health Systems" (IHNs) throughout the
                     Northeast. This responsibility should be added to the two "Institutional Coordinators . "
                     These coordinated network of services should be addressed with a specific busines s
                     strategy.

                                                                                                            h
                   ▪ On a local level, all top institutions should be evaluated and prioritized by task wit
                     the assistance of the ABM and, if necessary, the Institutional Coordinator . For
                     example, the #1 institution may not be #1 in importance for the entire Parke-Davi s
                     portfolio, yet extremely important for 2 out of the 3 products .

                   • Assessing the numbers of specialty specific attendings to the Parke-Davis portfoli o
                     housed in each priority account to further determine business potential .




                                                              26




                                                                                         X003658

								
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