Example Segmentation

TargetProduct Adult MDD Patient Segmentation
Quantitative Data Report
CONFIDENTIAL INFORMATION - Not for Distribution

-1-
Methodology
Methodology&&Sample
Sample
• To meet the objectives of this research, Synovate Healthcare conducted online

interviews with depression patients.
Sample
(fielded March 1 – 22, 2010)
Unresolved TargetProduct Competitor
Patients Successes Prod Total
Successes
Total 1218 90 86 1394
Respondents were These respondents were

screened to ensure a interviewed as part of a
representative sample comparison exercise, and were
of the target excluded from the market
TargetProduct segmentation analysis
candidate
Segmentation Methodology
Targeted
TargetedSegmentation
Segmentation Analysis
AnalysisProcess
Process
Total Data
DataCleaning
Cleaning
TotalSample
Sample &&Reduction
Multivariate
MultivariateAnalyses
Analyses
Reduction
N=1218 Reduces the number of variables; Links attitudes to behaviors and demos; group
quantifies into differentiating themes respondents into homogenous segments
Solution
SolutionExploration
Exploration
3 Segment 4 Segment 5 Segment 5 Segment 6 Segment 6 Segment 7 Segment
Solution Solution Solution Solution Solution Solution Solution
Examine groups on fit statistics, key attitudes, goals, behaviors, demographics, etc.
Segment
SegmentSelection
Selection&& Segment
Segment
Segment
SegmentWorkshop
Workshop Full
FullProfiling
Profiling Prediction
PredictionTool(s)
Tool(s)
Evaluate options and discuss pros and Based upon profiles, group sizes, and Can be used to develop classification
cons of each solution marketing considerations rules for targeting
and future research
Clustering
ClusteringCandidates
Candidates
Demographic Behavioral Attitudinal

•Gender •Comorbidities •Overall Health
•Age •Medications •Doctor-Patient Relationship
•Income •Physician Type •Openness to Talking to Others
•Employment Status •Treatment About Depression
•Race/ethnicity •Overall Health •Concern About Side Effects
•Region •Severity of Depression •Support Network
•Education •Perceived Cause of Depression •Depression Outlook
•Marital Status •Media & Information Habits •Information Seeking
•Children
•Coverage
Solutions were run using varied combinations of clustering candidates.

Statistical fit and marketing relevance were taken into consideration.
Key Solution Variables
Variable F-ratio*
Overall Health 66.07
I did not leave the house because of my depression 58.59
Didn't have enough energy to make it through the day 58.26
Satisfaction with quality of healthcare receive for depr. 57.78
I avoided social situations 52.89
Likelihood to ask MD about Product X 52.79
I was unable to complete my daily chores 48.95
Seek out more info/register to receive more info 43.21
I could not get out of bed 38.13
I had a hard time performing well at work 16.78
Education 15.39
N reasons stopped/switched 15.35
Children under 18 13.90
Talk with a professional counselor / therapist 11.39
Connect with the depression community online 8.72
Call MD to set up appt/Wait until next appt to discuss 8.71
Wait and see what other info available/wait for MD to
3.31
bring up
Attend group therapy for my depression 2.97
*F-ratio represents the ratio of the between group variability divided by the within group variability
Sub-Group
Sub-GroupAnalyses
Analyses
• Letters are used throughout this report to represent statistically significant differences at the 95% confidence
level.
Segment A Segment B Segment C Segment D Segment E Segment F TargetProduct Competitor Prod
Success Success
(A) (B) (C) (D) (E) (F) (G) (H)
• Note:
– Top 3 Box = % answering “8,” “9,” or “10” on a 10-point scale

– Top 2 Box = % answering “4” or “5” on a 5-point scale
– Bottom 3 Box = % answering “1,” “2,” or “3” on a 10-point scale
– Bottom 2 Box = % answering “1” or “2” on a 5-point scale
– Mean = Arithmetic mean rating, or average
– A red oval ( ) signifies a finding that may have marketing
relevance, but may not be statistically significant at the p<.05 level
– Yellow highlighted cells signify the highest value across segments
– On over/under indexing slides, an (H) represents the highest value
across segments and an (L) represents the lowest.
Key Findings

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Market Sizing Methodology
• In order to ensure appropriate data for market sizing, Synovate put in place the
following quality control measures:
Balancing Sample • Invitations from Synovate’s Global Opinions Panel

Outgo balanced to reflect gender, age, & geography
Sizing Data
Based on
• Full screening data for terminates & completes
n= 7,338
Saving All
Screening Data combined to provide an accurate picture of the from
depression market
Balanced
Sample
• Key demographics assessed throughout fielding
• Completes from unbalanced sample identified &
Monitoring removed from sizing analysis
Fieldwork Closely
3.8M Unresolved; 1.8M Appropriate For TargetProduct
10 Million Adult
Tapping into Adult patients between ages of 20 and 60 Sufferers in US
adult MDD
patients in US -3.2M Resolved
Diagnosed with depression
-1.4M Unresolved &
Currently treating with SSRI/SNRI/NDRI alone or in Concomitant BP/Schiz
combination with another medication
-1.6M Unresolved MDD, But
Experiencing unresolved Not on SSRI/SNRI/NDRI
Tapping into symptoms
“unresolved” adult 3.8 Million Unresolved on
MDD patients SSRI/SNRI/NDRI
Dissatisfied on current
therapy
Seeing a PCP or psych

-2.1M Mono Tx & Not
Confirming the unresolved adult
Appropriate Switches
MDD patients are in an optimal
Had at
“location in treatment” to add
TargetProduct least one 1.8 Million Appropriate
Tx switch Location for TargetProduct
Segment
SegmentSizes
SizesRange
RangeFrom
From234,000
234,000 ––342,000
342,000 Sufferers
Sufferers
Distribution of Segments
1.8 Million Target Sufferers
(n=1218)
Segment F Segment A
288,000 Sufferers 342,000 Sufferers
(16%) (19%)
Segment E Segment B
(18%) (13%)
Segment D Segment C
(16%) (18%)
5.7M Unresolved; 2.6M Appropriate For TargetProduct
14.8 Million1 Adult

Tapping into Adult patients between ages of 20 and 60
Sufferers in US
adult MDD
patients in US Diagnosed with depression -4.7M Resolved
-2.0M Unresolved &
Currently treating with SSRI/SNRI/NDRI alone or in
combination with another medication
Concomitant BP/Schiz
-2.4M Unresolved MDD, But
Experiencing unresolved Not on SSRI/SNRI/NDRI
Tapping into symptoms
“unresolved” adult
MDD patients 5.7 Million Unresolved on SSRI/SNRI/NDR
Dissatisfied on current
therapy
Seeing a PCP or psych -3M Mono Tx & Not

Confirming the unresolved adult Appropriate Switches
MDD patients are in an optimal
Had at
“location in treatment” to add
TargetProduct least one
2.6 Million Appropriate
Tx switch
Location for TargetProduct
1
According to 2010 NIH statistics
http://www.nimh.nih.gov/health/publications/the-numbers-count-mental-disorders-in-america/index.shtml
Segment
SegmentSizes
SizesRange
RangeFrom
From338,000
338,000 ––494,000
494,000 Sufferers
Sufferers
Distribution of Segments
2.6 Million Target Sufferers
(n=1218)
Segment F Segment A
(16%) (19%)
Segment E Segment B
(18%) (13%)
Segment D Segment C
(16%) (18%)
What Makes The Ideal TargetProduct Target?
Short Term
Target
• Unresolved depression symptoms

– Low energy
– Feelings of worthlessness
• Sleep not a problem Little / No Opportunity Patients
• Psych patient • Poor overall health
– Engages w/ MD • High obesity, diabetes, anxiety, and insomnia
• At least two past med switches patients
• Perhaps on Wellbutrin • Suboptimal fiscal and/or insurance situation
• Has not yet been prescribed an atypical
• Active in their depression health
• Earlier in treatment cycle

• Being put on / pre-Wellbutrin
Long Term Target

Segment A Profile

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Segment
SegmentA:
A:Demographic
Demographic Snapshot
Snapshot
• More likely to describe

themselves as:
• 61% female, 39% male Always tired
• Average age = 43 years (most 40 to 60) Can’t let go of problems
• More ethnically diverse (14% non-white)
Overwhelmed
Lonely
• Least likely married (52%), most likely divorced (23%) Have trouble relaxing
• Nearly 3/4 have children, average of 1.8 kids Always distracted
• Least educated
• Least likely to be employed full-time, highest disability rate • Lacking
Less likelydirection
to describe
• Lowest mean income (62% under $40k/year) Indecisive
themselves as:
Angry
Anything positive
Lower socioeconomic status;

exhausted, isolated, helpless outlook
Segment
SegmentA:
A:General
GeneralHealth
Health Snapshot
Snapshot
• Poorest overall health (2.2 out of 5)

• Most comorbidities (average of 7)
• Most likely to have obesity (38%), diabetes (23%), cardiovascular
disease (12%)
• Average of 6.6 Rxs (2nd highest)
• Expect and worry about side effects (in general)
• For general health:
• 83% see PCP
• 10% see psych (highest)
• Highest Medicaid (20%), lowest private ins (40%)
• Insurance determines which meds take (highest)
• Most motivated by coupons
• Poor support network
Segment
SegmentA:
A:Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Severe depression, with a high impact on life both physically and emotionally
• Lack motivation and energy
• No longer know normal self, feel like a failure, ashamed of depression, each day is a struggle
• Taking fewest actions to alleviate depression
• Most characterize depression as chronic
• Relative to other segments, falls middle-of-the-road in depression journey (symptom onset,
diagnosis, Rx, etc.)
• Overall pessimistic that they can overcome depression
Treatment Goal = Improve How Feel About Self, Live More Active Life
• See PCPs (47%) and psychs (53%) • Currently taking SSRIs (61%) & SNRIs (31%)
• Highest current usage of atypicals (15%) and TCAs
• Poor to moderate relationship with MD
(9%)
• Least likely to know how to explain depression and
least comfortable telling MD that Rx isn’t working
• Meds ever used include:
• Least likely to tell MD how they feel • Moderate to high atypical usage (35%)
• Heavy Wellbutrin (63%) and
mood stabilizer (16%) usage
Segment
SegmentA:
A:Information
InformationSeeking
Seeking&&Media
MediaSnapshot
Snapshot
LOW ENGAGEMENT
• Less likely to take immediate action after seeing relevant depression info
• Most likely to wait for MD to bring up treatments, do nothing
• Least likely to feel responsible to research meds & least likely to feel
empowered when researching
• Use similar info sources as other segments, though less frequently
• Least comfortable segment with pharma initiatives

• High Internet & TV (especially late night & overnight)
• Most likely to be an Internet gamer
• Least likely to listen to radio & read newspapers or magazines

Segment
SegmentA:
A:Reaction
Reactionto
toTargetProduct
TargetProductProfile
Profile
• Lower baseline familiarity & opinion of TargetProduct

• Lower interest & motivation toward profile
• ~1/3 highly interested
• ~1/3 likely to ask MD
• <1/3 likely to try
• Least likely to find stories/testimonials valuable
• Appealing
• Boosts effectiveness of current antidepressant (29%)
Moderate • Effective to help with daily activities (10%)
to • Concerning
Lower • Side effects (44%)
Reaction to • High blood sugar/diabetes (10%)
TargetProduct
Profile
Segment
SegmentA:
A:Ailing
Ailing&&Actionless
Actionless
For me, making it through the day is a real struggle. I

am severely depressed and I am in poor physical
health. I am overweight and have to worry about
things like acid reflux, high cholesterol, and diabetes.
My depression impacts my life profoundly, both
physically and emotionally. I’m sluggish – sometimes, I
can’t even get out of bed. I’m often tired and
overwhelmed. I lack motivation and, as a result, I do
not consider myself successful. In fact, I feel like a
failure. Additionally, my poor health strains my
personal relationships.
I take a lot of medicines, but I don’t feel better. I don’t
always tell my doctor how I feel, probably because I
don’t always know how to express myself. I rely on
and trust my doctor, though I wouldn’t say we have a
great relationship. Outside of taking medicines, I don’t
take other actions to alleviate symptoms. I’m
pessimistic that I can overcome my depression.
Segment
SegmentA:
A:Targetability
Targetability
Motivations
Motivations / Triggers
/ Triggers Barriers Barriers
1. Provide cost assistance / coupons 1. Low ability to pay
2. Promise support / connections 2. Poorest overall health and most likely to have
diabetes
3. Message toward impact; offer improved energy 3. Suboptimal mindset: expects and worries about
side effects, uncomfortable with pharma
4. Also consider messaging that there is a low initiatives
discontinuation rate with TargetProduct
4. Neither MD nor patient proactively engaged to
5. Help them communicate with MD – offer talking make change
tips or materials they can take in
6. Connect via the Internet or via TV
Targetability…
Segment B Profile

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Segment
SegmentB:
B: Demographic
DemographicSnapshot
Snapshot
themselves as:
Always tired
• 72% female, 28% male
Anxious
• Average age = 43 years (most 40 to 60)
• 53% married, 21% single, 19% divorced Lonely
Can’t let go of problems
Overwhelmed
• 63% have children, average of 1.6 kids Have trouble relaxing
• Well educated
Always distracted
• 43% employed
Avoids confrontation
• Most likely to be a fulltime homemaker or temporarily
Lacking
• Less likelydirection
to describe
unemployed
• Lower mean income Indecisive
themselves as:
Never satisfied
Anything related to
Angry
achievement & responsibility
Struggling Middle to Lower Class

Segment
SegmentB:
B: General
GeneralHealth
HealthSnapshot
Snapshot
• Poor to average health (2.8 out of 5)

• Most comorbidities (average of 7)
• Most likely to have insomnia (49%), GAD (39%), OCD (21%), and
SAD (12%)
• Average of 5.1 Rxs
• 82% see PCP
• 9% see psych
• Highest with no medical insurance (15%), second highest on
Medicaid (17%)
• Active in the treatment of their health
• Worry about their health, ask their MD about meds, most willing to
try meds new to market
• Most interest in hearing about others experiences
Segment
SegmentB:
B: Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Most severe depression, with a high impact on life
• Feel like a failure and assert that depression will always be part of who they are
• Strongest belief that depression is chronic, hereditary, and a serious condition
• Less likely to believe depression was triggered
• Least likely to say depression is treatable, though they concede they will be on a depression med for life
• Relative to other segments, farthest along in their depression journey (symptom onset, diagnosis, Rx,
etc.)
Treatment Goal = Improve How Feel About Self, Live More Active Life
• Poorest relationship with MD • Currently taking SSRIs (60%) & SNRIs (36%, highest)
• 44% PCP, 56% psych (highest) • Least satisfied with current Tx & care
• Most willing to challenge MD’s; however, 1/4 are • Meds ever used include:
also afraid to disappoint
• Highest Wellbutrin (73%), Effexor (68%), Cymbalta
• Willing and connected (50%) and mood stabilizer (30%)
• Most willing to take two meds if still experiencing • Highest Competitor Prod (27%) and TargetProduct
symptoms (22%)
• Least hesitant to change meds • Greatest number of Rx switches
• Most likely to connect with the depression • Most likely to stop taking med
community online b/c stopped working (46%)
• Least likely to believe can overcome
Segment
SegmentB:
B: Information
Information Seeking
Seeking&&Media
MediaSnapshot
Snapshot
HIGH ENGAGEMENT
• Most likely to actively seek out information
• Least likely to wait for MD to bring up treatments before researching them
• Most likely to use books and the Internet (particularly health websites and
search engines) to seek info
• Highest likelihood to use social networking sites, too
• 1 in 5 cite advertising as a source of info (highest)
• Varied response to pharma initiatives
• Highest Internet and On-Demand/DVR/TiVo/PPV usage
• Highest mobile device Internet access
• 3/4 visit online shopping sites (highest)
Segment
SegmentB:
B: Reaction
Reaction to
toTargetProduct
Profile
• Highest baseline familiarity with TargetProduct, all meds
• Moderate overall opinion of TargetProduct
• Higher interest & motivation toward profile
• ~6 in 10 likely to ask MD
• ~6 in 10 likely to try
• Moderate to lower concern over side effects
• Positive reaction after learning profile is TargetProduct.
• Appealing
More Positive • Helps you feel motivated (9%)
Reaction to • Clinical trial data (9%)
TargetProduct • Concerning
• Side effects (32% - lowest)
Profile • High blood sugar/diabetes (14% - highest)
Segment
SegmentB:
B: Desperate
DesperateSeekers
Seekers
I have been struggling with depression for a long time.

My depression is often compounded by other
psychological disorders like GAD and SAD. I consider my
symptoms – anxiety, lack of energy, lack of motivation,
feeling isolated, trouble sleeping – severe and my
depression impacts my life greatly.
Though I have come to accept that depression and its
medications will always be part of my life, I long to feel
better about myself.
I am dissatisfied with my current medications and have
a history of switching medications. I just can’t seem to
find a treatment that works.
I think it is my responsibility to research treatment
options and challenge my doctor. I use the Internet
often and find it to be a valuable source of information.
I am willing to try new medications and ask my doctor
about medications I see advertised.
Segment
SegmentB:
B: Targetability
Targetability
Triggers Barriers Barriers
1. Severe depression and they long to see 1. Suboptimal health: poor to average overall health,
improvement high number of comorbidities, most likely to have
insomnia
2. ”Pull” strategy via psych
2. Farthest along in their depression journey: high
3. Help them feel better about themselves / reconnect past TargetProduct, Competitor Prod, and
with family and friends Wellbutrin usage
4. Promote that TargetProduct can energize – but be 3. Poor relationship w/MD

cognizant of sleep concerns
4. Has characteristics that cause MDs to think of other
5. Reassure them about their health and a lack of SE atypicals: anxious, trouble relaxing, angry
(low discontinuation rate)
5. Low ability to pay
6. Address the spectrum of their mental health
conditions
7. Mass communication will resonate
Targetability…
Segment C Profile

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Segment
SegmentC:
C:Demographic
Snapshot

themselves as:
• 56% female, 44% male (highest) Speaks their mind
• Average age = 45 years (most 40 to 60) Always doing something
• Most ethnically diverse (Highest non-white, 18%) Determined
Confident
Risk-taker
• Most likely to be married (68%) Very productive
• Most have kids (81%), average of 2.2 kids Successful
• Moderately educated
• Less likely to describe
Career-oriented
themselves as:
• Nearly 60% employed
• Highest mean income
Always tired
Overwhelmed
Avoids confrontation
Busy Working Moms & Dads,

Confident & Driven
Segment
SegmentC:
C:General
GeneralHealth
HealthSnapshot
Snapshot
• Moderate overall health (2.8 out of 5)

• Average of 6 comorbidities
• High insomnia (46%)
• For general health 91% see PCP (highest)
• Most have medical insurance (58%)
• Pay the highest cost for branded meds
• Most active in health treatment
• Constantly on the lookout for health info (highest), exercises, takes
vitamins/supplements (highest), likely to try natural therapies
• Willing to try new meds
• Strong support network
Segment
SegmentC:
C:Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Moderate to severe depression, with moderate life impact
• Most believe depression was triggered by event or illness
• Believe they can overcome depression and most likely to fight to overcome depression
• Least likely to believe they will be on depression med for life
• Relative to other segments, early in their depression journey (symptom onset, diagnosis, Rx, etc.)
• Shortest time between depression milestones, though (onset to diagnosis, onset to Rx)
Treatment Goal = Return to Person They Were Before Depression

• Strong relationship with MD
• 60% see PCP, 40% psych • Currently taking SSRIs (59%, lowest) & SNRIs (36%,
• Higher frequency of visits highest)
• Most likely to tell MD how they feel • Highest Cymbalta usage (23%)
• Most likely to say their MD discusses new • Moderate satisfaction with current Tx
depression Txs with them • Meds ever used is diversified, but includes:
• High number of actions to alleviate depression, • Lowest SSRI usage (93%) among segments
including talking to others and reading
• Not hesitant to change meds
Segment
SegmentC:
C:Information
InformationSeeking
Seeking &&Media
MediaSnapshot
Snapshot
HIGH ENGAGEMENT
Most active in searching for health info, as they believe it is their

responsibility
• Most likely to take immediate action after seeing relevant info
• Most likely to ask MD about meds advertised
• Uses similar info sources as other segments, but also likes to receive info by
mail
• Most comfortable with pharma initiatives

• Moderate Internet & TV watching
• High variety of websites visited , TV networks watched, and periodicals read
Segment
SegmentC:
C:Reaction
Reactionto
toTargetProduct
Profile
• Moderate baseline familiarity with TargetProduct
• Highest overall opinion of TargetProduct
• Highest interest & motivation toward profile
• ~6 in 10 likely to try
• Least concerned over side effects
• Most positive reaction after learning profile is TargetProduct.
• Appealing
Very Positive • Boosts effectiveness of current antidepressant (30%)
• Quick onset of efficacy (12%)
Reaction to
• Help in daily activities (10%)
TargetProduct
Profile • Concerning
• Side effects (43%)
Segment
SegmentC:
C:Confident
ConfidentFighter
Fighter
My depression was triggered by a major life event. I

just haven’t been my usual self ever since. I feel
drained, lack motivation, and have trouble sleeping.
Even though I consider my symptoms moderate, I am
ready to return to being the person I was before the
depression.
I was quick to seek help and I enjoy a good
relationship with my physician. I try to keep a
positive attitude about my treatment. I know I can
overcome this and I am willing to fight to make that
happen. I am only partially satisfied with my
treatment though.
I am proactive about my health. I educate myself
about options and talk to my physician about them. I
use the Internet to do my research and I am even
comfortable with going to company websites for
information. In fact, I am more likely than most to
believe personal testimonials in medical ads.
Segment
SegmentC:
C:Targetability
Targetability
Motivations /Triggers
1. Appeal to ego: “You can do better” 1. High degree of insomnia
2. Promote, “helps you get back to life” 2. Most see a PCP
3. Leverage quick onset 3. Believes depression was triggered and can be

overcome – they may want a short-term
medication to “fix” the problem
4. Consider a male protagonist
5. Capitalize on high frequency of PCP and psych

visits
6. Communicate by mail (CRM)
Targetability…
Segment D Profile

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Segment
SegmentD:
D: Demographic
Snapshot

themselves as:
• Oldest segment, average age = 48, about half Reliable, responsible
are 50 to 60 Take care of myself
Self sufficient
• 58% married, 21% single, 17% divorced Optimistic
• 67% have children, average of 1.4 kids
Social
themselves as:
• Well educated
• Moderate mean income
• Second highest on disability
Anxious
Overwhelmed
Can’t let go
Aging Middleclass
Segment
SegmentD:
D: General
GeneralHealth
HealthSnapshot
Snapshot
• Poor to average health (2.9 out of 5)

• Many have high cholesterol (46%), acid reflux (42%), arthritis (35%)
and diabetes (20%, 2nd highest)
• Highest average of 7.1 Rxs
• 86% see PCP
• 7% see psych
• Highest Medicare (24%), private insurance (55%)
• Semi-active in the treatment of their health
• Least skeptical about new meds
• Good support network
Segment
SegmentD:
D: Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Moderate to severe depression, with modest life impact
• Most characterize depression as serious, chronic condition due to a chemical imbalance
• Most likely to believe meds are the only way to effectively treat depression and to take their meds
as prescribed
• Also most likely to believe depression is treatable, but that they will be on a depression med for the rest
of their life
• Relative to other segments, farther along in their depression journey (symptom onset, diagnosis,
Rx, etc.)
Treatment Goal = Improve How Feel About Self

• Strong, trusting relationship w/MD • Currently take SSRIs (64%) & SNRIs (31%)
• Treatment is more of a partnership • Highest current usage of Wellbutrin (27%), benzos (9%),
• Least afraid to disappoint MD Remeron (8%), and mood stabilizers (7%)
• Fewest goals overall • Most satisfied with current Tx & care
• Moderate number of actions being taken to • Meds ever used include:
alleviate depression (compared to other • Lowest TargetProduct usage (8%),
segments) high Wellbutrin usage (56%)
• Willing to take two meds • Fewest prior switches (1.2)
Segment
SegmentD:
D: Information
Information Seeking
Seeking &&Media
MediaSnapshot
Snapshot
LOW TO MODERATE ENGAGEMENT
• Moderate proactivity in researching

• Less likely to take immediate action after seeing relevant depression info
• Uses similar info sources as other segments (when they do research) but
places the far greatest value on the doctor
• Also places the least value on the Internet
• Lower reactions to pharma initiatives

• Highest TV viewership
Segment
SegmentD:
D: Reaction
ReactionTo
ToTargetProduct
Profile
• Moderate baseline familiarity & opinion of TargetProduct

• Reaction to the blinded product profile is spread across the
spectrum
• Moderate interest & motivation towards profile
• ~1/3 highly interested, ~1/3 not interested
• ~1/3 likely to ask MD, >1/3 not likely
• 3 in 10 likely to try, and 4 in 10 not likely
• Four in 10 find patient stories valuable
• Neutral to positive reaction to learning it’s TargetProduct
Moderate
• Appealing
Reaction to • Boosts effectiveness of current antidepressant (28%)
TargetProduct • Concerning
Profile • Side effects (41%)
Segment
SegmentD:
D: Content
ContentIn
InThe
The‘Burbs
‘Burbs
I’ve dealt with depression for a long time. I know

it’s a chronic condition, so I’ve accepted the fact I
will be on medication for the rest of my life.
Fortunately, my symptoms are not very severe.
Mostly I feel drained and unmotivated. Also,
because of my age, I tend to have other health
issues and take more medicines than younger
people. But I don’t want any pity. I consider
myself responsible and able to take care of myself.
I get along with my physicians very well. I think
they are a valuable source of information and I
listen closely to their direction and advice.
Overall, I am satisfied with my healthcare for
depression and my current anti-depression
medications.
Segment
SegmentD:
D: Targetability
Targetability
1. Perceive depression as serious 1. Suboptimal comorbid health: high number of
comorbidities including diabetes, high number of
current meds
2. Leverage optimal mindset: least skeptical about
new meds, willing to take two meds, believes 2. Highest satisfaction with current depression med
meds are the only way to treat depression
3. Recognize that they are doing a great job taking 3. May be difficult to reach and difficult to persuade
care of themselves – “and this is the next step”
4. Higher Medicare population, and may be growing
4. Emphasize partnership with MD
Targetability…
Segment E Profile

- 46 -
Segment
SegmentE:
E: Demographic
DemographicSnapshot
Snapshot
• There are no self-reported

• 57% female, 43% male characteristics that this segment
• Average age = 40 years over-indexes on
(Split between 20 to 39 and 40 to 60)
• 63% married, 25% single, 10% divorced
themselves as:
• 66% have children, average of 1.5 kids
• Less educated
• 50% employed (2nd highest) Always tired
• Moderate mean income Overwhelmed
Lonely
Always distracted
Average Working Guys & Gals

Segment
SegmentE:
E: General
GeneralHealth
HealthSnapshot
Snapshot
• Moderate/average health (3.1 out of 5)

• Average of 5 comorbidities (lowest)
• Lowest concomitant insomnia (27%)
• Average of 3.8 Rxs (2nd lowest)
• For general health, 88% see PCP,
5% see psych (lowest)
• 2nd highest private insurance (62%)
• Least likely to worry about health, relatively
passive regarding their health
• Skeptical of new meds
• Moderate support network
Segment
SegmentE:
E: Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Moderate depression, with low to medium impact on life
• Least likely to consider depression a serious medical condition
• This segment does not uniformly characterize their depression: 46% say chronic, 43% event triggered,
34% episodic, 17% illness triggered
• Relative to most other segments, earlier in their depression journey (symptom onset, diagnosis, Rx,
etc.)
• Poor to moderate quality relationship with MD • Currently taking SSRIs (70%, highest) & SNRIs
• Least likely to feel MD is qualified to treat their (26%)
depression, but also least likely to challenge MD • Lowest Wellbutrin (13%) and mood stabilizer (3%)
usage
• Taking few actions to alleviate depression
• Moderate satisfaction with current Tx
• Least likely to “fight” to overcome depression, and
• Least likely to take meds as Rxed by MD
• Meds ever used include:
• Least willing to take two meds • Lowest usage of SNRIs (44%), Wellbutrin (40%),
atypicals (16%),
• Least likely to talk about depression and mood stabilizer (7%) usage
• Lowest usage of Competitor Prod (6%)
• Fewest switches
Segment
SegmentE:
E: Information
Information Seeking
Seeking&&Media
MediaSnapshot
Snapshot
LOW ENGAGEMENT
• Least likely segment to actively search health info

• Likely to wait for MD to bring up meds before researching
• Least likely to register to receive info
• Uses similar media sources as other segments (when they do seek info),
though less frequently
• Uncomfortable with pharma initiatives and websites

• Media habits on par with other segments
• Lower variety of TV networks watched
Segment
SegmentE:
E: Reaction
ReactionTo
ToTargetProduct
Profile
• Least familiar with all depression meds, ranging from traditional

ADT to TargetProduct
• Moderate interest & motivation toward profile
• ~1/3 likely to try
• Least interested in patient stories
• Neutral to positive reaction to learning it’s TargetProduct
Moderate • Appealing
to • Boosts effectiveness of current antidepressant (29%)
Lower • Concerning
Reaction to • Side effects (41%)
TargetProduct
Profile
Segment
SegmentE:
E: Routine
RoutineRundown
Rundown
The onset of my depression was several years ago

and I got help relatively soon afterward.
Fortunately, my depression symptoms are not
very severe and they don’t disrupt my life greatly.
Generally, I feel worn out and I lack motivation.
I am otherwise healthy. I have few co-morbidities
and take few medications. In fact, I don’t worry a
lot about my health.
I want to improve how I feel about myself, but I
don’t take many actions to improve my symptoms
outside of medication. I see my primary care
physician for my depression, but I’m not a
proactive patient. Usually, I wait for my doctor to
suggest medications.
Segment
SegmentE:
E: Targetability
Targetability
Motivations
1. Emphasize the impact depression has on total 1. Most see a PCP for depression and have a poor
health relationship with them
2. Emphasize the importance of fully treating 2. Do not perceive a strong need: moderate
depression (STAR*D) depression impact
3. Message toward impact on motivation / energy 3. Suboptimal mindset: passive about health &
skeptical of new meds
4. Help them communicate with MD – offer talking
tips or materials they can take in to challenge MD 4. Not active in treating depression
5. Connect with them through other organizations 5. Uncomfortable with pharma initiatives
Targetability…
Segment F Profile

- 54 -
Segment
SegmentF:
F: Demographic
Snapshot
themselves as:
A good friend
• 81% female (highest), 19% male Reliable, responsible
• Youngest segment, average age = 36
Good sense of humor
• 94% Caucasian, 4% AA
Family oriented
Take care of myself
• Most likely to be single (35%), least likely to be divorced (6%), Logical
57% married Self sufficient
• Highest without kids (47%), average of 0.9 kid (lowest)
• Most educated, most likely to be student (14%) or part time
Spiritual
employed (21%)
Prefer to be in charge
• 2nd highest mean income Determined
Always doing something
Right priorities in place
Social
Optimistic
Overachiever
Young, Single, Vibrant Successful
Women Confident
Career-oriented
Very productive
Segment
SegmentF:
F: General
GeneralHealth
HealthSnapshot
Snapshot
• Best overall health (3.5 out of 5)

• Least likely to have diabetes (5%)
• Average of 3.1 Rxs (fewest)
• For general health, 84% see PCP,
5% see psych
• Highest private insurance (72%)
• Active in health treatment
• Active participation with doctor (highest), exercises
(highest), takes vitamins/supplements, likely to try
natural therapies (highest Skeptical about new meds
• Strong support network
Segment
SegmentF:
F: Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Moderate depression, with a lower impact on life (compared to other segments)
• Most likely to say they can overcome depression
• Least likely to no longer know normal self or to feel like a failure
• Over half characterize depression as chronic
• Highest segment to characterize depression as episodic
• Relative to other segments, falls middle-of-the-road in their depression journey (symptom onset,
diagnosis, Rx, etc.)
Treatment Goal = Improve How Feel About Self, Live More Active Lifestyle
• Moderate to good quality relationship with MD • Currently taking SSRIs (68%) & SNRIs (23%)
• 57% see PCP, 43% see psych • Low Cymbalta usage (9%)
• Low frequency of visits • Low atypical usage (7%)
• Taking most actions to alleviate depression • Low mood stabilizer usage (5%)
• Most likely to keep a healthy diet, keep to a • Moderate to high satisfaction with current Tx
routine, exercise, practice yoga, seek counseling, • Meds ever used include:
try herbal / natural remedies • Moderate atypical usage (27%)
• Most resistant to change medication
Segment
SegmentF:
F: Information
Information Seeking
Seeking &&Media
MediaSnapshot
Snapshot
MODERATE ENGAGEMENT
• Semi-active in pursuing health information

• Most likely to feel empowered because of research
• Unlikely to ask doctor about medications
• May seek out more info or “wait and see”
• Uses similar info sources as other segments, but more frequently seeks
info from family members and friends
• Not comfortable with most pharma initiatives, but most open to a coupon
to continue their current med
• Least all-around media consumption, but greatest accessibility to
Internet across various settings
Segment
SegmentF:
F: Reaction
ReactionTo
ToTargetProduct
Profile
• Modest baseline familiarity & low opinion of TargetProduct

• Reaction to the blinded product profile is negative across the
spectrum
• Neutral reaction to learning it’s TargetProduct
• Lowest interest & motivation toward profile
•~1/5 highly interested
Lowest •~1/10 likely to ask MD
Reaction to •~1/10 likely to try
TargetProduct
• Appealing
Profile
•Boosts effectiveness of current antidepressant (31%)
•Dosing / Administration (Net) (13%)
• Concerning
•Side effects (43%)
•Usage / Indications (Net) (16%)
Segment
SegmentF:
F: Discounting
DiscountingDebs
Debs
I’m friendly, funny, and social. I have a strong

network of friends and family, both on-line and off.
I’m also driven and consider myself successful. I’m
pretty healthy because I’m young and I take good
care of myself. However, I do experience moderate
depression episodically, where I feel emotionally
drained. I am still able to maintain a positive self-
image and a positive attitude, though. I know I can
overcome this depression.
Not surprisingly, I am proactive about my health. I
exercise, eat well, do yoga, rely on social support
when needed, and research the best treatment
options for me. I can access the Internet in a variety
of settings to do research. In addition, I also plug
into my social network for advice. I’m generally
satisfied with my current treatments, but I worry
about the side effects – especially those of any new
drugs.
Segment
SegmentF:
F: Targetability
Targetability
1. Emphasize messaging about how she could feel 1. Potential difficulty overcoming current
TargetProduct perceptions
2. Long-term target – “reach” her as she’s
transitioning into another segment 2. Value proposition may be a tough sell
3. Emphasize STAR*D: “You are not alone” 3. Believes depression has little impact
4. Reassure by highlighting low discontinuation rate 4. Infrequent PCP visits
5. TargetProduct is okay for the depression you have 5. Suboptimal mindset: hesitant to change meds,
/ Position as “tailored” treatment skeptical of new meds, unlikely to ask MD about
meds
6. Make TargetProduct “trendy” / play to their
empowerment 6. Negative reaction to TargetProduct profile
Targetability…
*
Short-Term Target Profile
*It is important to note that the segmentation solution remains a six-segment solution. We have combined two of the
segments into one cell that represents the Short Term TargetProduct Targets, but there are indeed two distinct cells.

- 62 -
Short-Term
Short-TermTarget:
Target:Demographic
DemographicSnapshot
Snapshot
themselves as:
• 65% female, 35% male Reliable/responsible

• Second oldest segment = 46 years (most 50 to Self-sufficient
60) Confident
• 63% married, 16% divorced
Optimistic
Take care of myself
•Very
Less likely to describe
productive
• 74% have kids, comparably high number of kids (1.9) themselves as:
• Well educated / 2nd highest mean income
• Employment status varies: employed (52%), on disability (22%), a
homemaker / stay at home parent (15%), retired (7%)
Lacking direction
Lonely
Indecisive
Can’t let go of problems
Overwhelmed
Always distracted
Aging, yet determined, upper-middle
class
Short-Term
Short-TermTarget:
Target:General
GeneralHealth
Health Snapshot
Snapshot
• Average overall health (3.0 out of 5)

• Many have anxiety (65%), high cholesterol (40%, 2nd highest),
and insomnia (40%)
• 88% see PCP
• 8% see psych
• 2nd highest Medicare (20%), private insurance (56%)
• Takes vitamins/supplements, believes testimonials/stories in medical
ads, willing to try new-to-market meds
Short-Term
Short-TermTarget:
Target:Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Moderate to severe depression, with modest life impact
• Most believe depression was triggered by event or illness
• Believes in ability to overcome depression / depression is treatable
• Will fight to overcome depression
• Relative to other segments, mid-way in depression journey (symptom onset, diagnosis, Rx, etc.)
Treatment Goal = Return to Person They Were Before Depression
• See PCP (54%) and psych (46%) • Currently taking SSRIs (62%) & SNRIs (34%)
• Strong relationship with MD and trusts MD’s • 2nd highest “other” prescription drug use: Desyrel
opinion (10%), BuSpar (9%)
• Comfortable telling MD when med isn’t working • Moderate satisfaction with current Tx
• Moderate number of actions being taken to • Meds ever used is diversified, but includes:
alleviate depression (compared to other • Comparable TargetProduct usage to other
segments), including maintaining schedules and segments (8%)
• Average 1.6 prior med switches;
exercising
not hesitant to change meds
Short-Term
Short-TermTarget:
Target:Information
InformationSeeking
Seeking&&Media
MediaSnapshot
Snapshot
HIGH ENGAGEMENT
• Likely to register for more / seek out additional information after seeing
relevant depression info, as they feel it is their responsibility
• Likely to ask MD about meds advertised
• Likely to use the Internet and also likes to receive info by mail
• Comfortable with pharma initiatives

• Moderate Internet & TV watching
• Variety of websites visited, TV networks watched, and periodicals read
• Over 70% watch drama/movie programs, major

network programming, and general interest networks
• Likely to visit social networking (64%) & shopping (62%)
sites
Short-Term
Short-TermTarget:
Target:Reaction
Reaction to
toTargetProduct
Profile
• Moderate baseline familiarity with TargetProduct
• High overall opinion of TargetProduct
• High interest & motivation toward profile
• 50% moderately/very interested
• 31% moderately/very likely to ask MD
• ~1 in 5 very likely to try
• Moderately concerned over side effects
• Positive reaction after learning profile is TargetProduct
Positive • Appealing
Reaction to • Quick onset of efficacy (11%)
TargetProduct • Help in daily activities (9%)
Profile
• Concerning
Short-Term
Short-TermTarget:
Target: Prime
PrimeFor
ForTargetProduct
TargetProductNow
Now
My depression was triggered by a major life event,

and I consider it a pretty serious condition. I feel
drained, lack motivation, and have trouble sleeping.
Although I consider my symptoms “moderate,” I
wish I could return to being the person I was before
the depression.
I have a good relationship with my doctor, and
believe he is qualified to treat my depression. I am
willing to fight to overcome my depression, even if
that means challenging my doctor’s treatment
choices. After all, I am only partially satisfied with
my treatment.
I am proactive about my depression health. I
educate myself about options and talk to my doctor
about them. I use the Internet to do my research
and I’m comfortable going to company websites for
information. Basically, I’ll do what I have to do to
make my depression go away.
Short-Term
Short-TermTarget:
Target:Targetability
Targetability
Motivations
1. Leverage quick onset of action 1. High degree of anxiety and insomnia
2. Promote, “helps you get back to life” 2. High number of current meds
3. Consider a male protagonist 3. Many see a PCP

4. Emphasize partnership with MD 4. Believes depression was triggered and can be
overcome – they may want a short-term
5. Communicate by mail or Internet (CRM) medication to “fix” the problem
6. Leverage optimal mindset: least skeptical about 5. Moderate satisfaction with current depression
new meds, willing to take two meds, believes meds med
are the only way to treat depression
6. Higher Medicare population, and may be growing
Targetability…
“TargetProduct Success” Profile

- 70 -
TargetProduct
TargetProductSuccess:
Success: Demographic
DemographicSnapshot
Snapshot
• 74% female, 26% male • Self-described as:

• Average age = 43 years (most 40 to 60)
• 89% Caucasian, 4% Asian, 3% AA A good friend
Lacking direction
• 52% married, 23% single Relaxed, laid back
• Nearly 2/3 have children, average of 1.4 kids Confident
• Educated (49% completed undergrad or grad)
• Likely to be employed full- or part-time (51%), but 26% on
Successful
disability Very productive
• Mean income = ~$64K
TargetProduct
Success: General
GeneralHealth
HealthSnapshot
Snapshot

• Average of 6.2 comorbidities
• For general health: 77% see PCP, 17% see psych
•For depression: 28% see PCP, and
72% see psych
• High frequency of PCP (6.9) and psych (10.0) visits per
year for depression
• High private insurance use (58%)
• Moderate to high participation in health decisions (e.g., active
researcher, talks with MD about treatment options)
TargetProduct
Success: Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Moderate to severe depression, with a high life impact
• Most likely to characterize depression as a severe, chronic, hereditary condition resulting from a
chemical imbalance in the brain
• Depression is part of who they will always be, but there is a belief that depression is treatable and they
fight to overcome it
• Relative to other segments, falls later in their depression journey (symptom onset, diagnosis, Rx,
etc.)
• High quality relationship with MD • Highest current Effexor and Lexapro usage (in
• Likely to know how to explain depression and combination with TargetProduct)
comfortable having two-way conversation • Also high Wellbutrin usage (28%)
with MD • Meds ever used include:
• Likely to believe MD is highly qualified and • High usage of other atypicals
trustworthy • Moderate to high Wellbutrin (66%) and
• Most likely to attend group therapy for mood stabilizer (31%) usage
depression • 29% have never switched meds
in past
TargetProduct
Success: Information
Information Seeking
Seeking&&Media
MediaSnapshot
Snapshot
MODERATE ENGAGEMENT
• Moderately likely to conduct research, as it’s deemed their

responsibility (some empowerment also occurs)
• Inconsistent actions with relevant info, however
• Although likely to ask MD about meds in advertising, there are times where
a “wait and see” approach is taken or some other action
• Likely to use MD, pharmacist, and family members as info sources
• Comfortable with pharma initiatives

• Moderate Internet usage and high TV watching
• Higher likelihood to enjoy travel websites and men’s fitness periodicals
TargetProduct
Success: Reaction
ReactionTo
ToTargetProduct
Profile
• High baseline familiarity & opinion of TargetProduct

• Reaction to the blinded product profile is positive across the
spectrum
• Most positive reaction to learning it’s TargetProduct
• Moderate interest & motivation toward profile
• >1/2 highly interested
• >1/2 likely to ask MD
• >1/2 likely to try
• Four in 10 find patient stories valuable
Moderate • Appealing
TargetProduct • Dosing / Administration (Net) (14%)
TargetProduct
TargetProductSuccess
Success
I’m a good friend with a good sense of humor.

I consider my depression to be chronic and part of who I
am and always will be. I’ve experienced it a while.
I tend to consider my symptoms moderate to severe
(anxiety, low energy, sleep problems). And depression
has had an impact on my life.
I go to a psychiatrist for my depression care and I highly
respect him. For me, improving how I feel about myself
and improving my performance at work are important
goals.
I’m happy with how my current medications help my
depression and – not surprisingly – I have high opinions
of TargetProduct.
I’m open to innovation. I am willing to try medications
that are new to the market. I will ask my physicians
about a medicine I hear about in advertising, and I
usually value pharmaceutical contact and information.
“Competitor Prod Success” Profile

- 77 -
Competitor
CompetitorProd
ProdSuccess:
Success:Demographic
DemographicSnapshot
Snapshot
• Self-described as:
Spiritual
Take care of myself
Determined
• Average age = 45 years (most 40 to 60) Self sufficient
• 83% Caucasian, 8% AA, 5% Hispanic, 5% Asian
Optimistic
Relaxed, laid back
Religious
• 47% married, but most likely to be single / never married out of Right priorities in place
any segment (40%)
• 1/2 have children, average of 1.2 kids Overachiever
• Educated (41% have college/grad/post grad degree) Confident
• ~1/3 on disability, low mean income = ~$43K
Very productive
Successful
Risk taker
Competitor
CompetitorProd
ProdSuccess:
Success:General
GeneralHealth
Health Snapshot
Snapshot

• Average of 6.6 comorbidities
• 47% have insomnia
• For general health: 85% see PCP, 11% see psych
• For depression: 35% see PCP,
65% see psych
• Average frequency of PCP (5.5) and psych (8.4) visits per
year for depression
• Highest Medicare (36%), private ins = 42%
• Least likely to worry about health
Competitor
CompetitorProd
ProdSuccess:
Success:Disease
DiseaseExperience
ExperienceSnapshot
Snapshot
• Moderate to severe depression
• Affected physically and mentally, trouble sleeping, anxious
• Perceive range of depression causes: 57% triggered, 64% chronic, 24% episodic
• Relative to other segments, falls later in their depression journey (symptom onset, diagnosis, Rx, etc.)
• High quality relationship with MD • Moderate SSRI (54%) and high SNRI usage (41%)
• Likely to trust physician and believes s/he is in combination with Competitor Prod
highly qualified to treat depression • Meds ever used include:
• Likely to tell physician when a med isn’t • Moderate usage of other atypicals
working • Heavy Paxil (48%) and mood stabilizer (26%)
• Takes actions to alleviate depression: reading usage
self-help books and reading about depression • Most likely to have never switched medications
in past (47%)
Competitor
CompetitorProd
ProdSuccess:
Success:Information
InformationSeeking
Seeking&&Media
MediaSnapshot
Snapshot
MODERATE ENGAGEMENT
• Semi-active when it comes to research

• Reading – on the Internet, via published articles, or via
books – is a common means used to find info
• Moderately likely to take some action after seeing relevant depression
info
• More likely than TargetProduct Successes to do nothing when presented
with relevant info, though
• Not as comfortable with pharma initiatives
• Moderate Internet usage and high TV watching
Competitor
CompetitorProd
ProdSuccess:
Success:Reaction
Reaction To
ToTargetProduct
Profile
• Modest baseline familiarity & opinion of TargetProduct

• Reaction to the blinded product profile is negative to neutral
across the spectrum
• Neutral reaction to learning it’s TargetProduct
• Lower interest & motivation towards profile
• ~1/4 likely to try
• About 1 out of 3 find patient stories valuable
Lower • Appealing
TargetProduct • Effective to help with daily activities (16%)
Competitor
CompetitorProd
ProdSuccess
Success
I like to describe myself as a self-sufficient person,

who has her priorities in place. I’m educated,
spiritual, and confident.
I have struggled with depression for a long time and
realize that I will probably be on medication for the
rest of my life. My depression symptoms affect me
mentally and physically (sleep problems, low energy,
anxiety) and have a moderate impact on my life. I
see a psychiatrist for my depression care.
I am happy with how my current medications help
my depression and have a high opinion of
Competitor Prod. I would rather keep on my current
medication than adjust to a different one.
I am not ashamed of my depression. In addition to
taking medications, I take modest steps to try to
alleviate the symptoms, like talking to friends and
family and reading books.
Detailed Findings
 Demographics
 General Health
 Disease Experience
 Information Seeking
 Reaction to TargetProduct Profile
 Media Consumption

- 85 -
Demographics
Gender
Gender
Gender
-%- = Female
Segment A Segment B Segment C = Male

(n=227) (n=161) (n=214)
28%
39% 44%
BDF
BDF
72% 56%
61% ACE
Segment D Segment E Segment F

(n=194) (n=224) (n=198)
19%
25%
43%
BDF
57% 81%
75% ABCE
ACE
QS1. What is your gender?

Demographics
Gender
Gender
Gender
-%- = Female
= Male
TargetProduct Success (G) Competitor Prod Success (H)

(n=90) (n=86)
26% 20%
80%
ACE
74%
ACE
QS1. What is your gender?

Demographics
Age
AgeDistribution
Distribution
Age Distribution
-%-
Mean age
(in years):
43 EF 43 EF 45 EF 48 ABCEF 40
F 36
14%
21%
29% 30%
EF
36%
EF
EF 51% 21% 50-60 yrs
ABCEF 40-49 yrs
29%
D
30-39 yrs
37% 37% 31%
F F
33% 20-29 yrs
F AD
31% 29%
D
F
22% 22%
D D
24% 34%
D 12% 22% ABCDE
12% D 11% 7% 6% ABCD
Segment A Segment B Segment C Segment D Segment E Segment F

(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
QS2. What is your age?

Demographics
Age
AgeDistribution
Distribution
Age Distribution
-%-
Mean age
(in years): 43.4 EF 45.4 EF
33% EF
42% AEF
50-60 yrs
40-49 yrs
30-39 yrs
31%
20-29 yrs
31%
21% D
19%
14% CD
8%
Abilify Successes (G) Seroquel Successes (H)
(n=90) (n=86)
QS2. What is your age?

Demographics
Ethnicity
Ethnicity
Ethnicity
-%-
= White/Caucasian = African American = Hispanic = Asian = Other
Segment A Segment B Segment C

(n=227) (n=161) (n=214)
6% 1% 2% 4% 1% 3% 1% 5%
DF DF
1% 6%
5% DF
B
10%
BDEF
86% 82%
91%C

(n=194) (n=224) (n=198)
2% 1% 5% 2% 2% 1% 1%
1% 4%
DF
2%
4%
92%AC 89%C 94%

AC
Q1005. Are you…?

Demographics
Ethnicity
Ethnicity
Ethnicity
-%-
= White/Caucasian = African American = Hispanic = Asian = Other
TargetProduct Successes (G) Competitor Prod Successes (H)

(n=90) (n=86)
ABCF
2% 4% 1% 5% 5%
CEF
3% D
8%
BE
89% 83%
Q1005. Are you…?

Demographics
Marital
MaritalStatus
Status
Marital Status
-% -
= Married / Living with partner = Separated = Divorced = Widowed = Single, never married

(n=227) (n=161) (n=214)
4% 3% 2%
D 19
% 15%
EF F 3%
23%
EF EF
53 5%
52% EF 12%
% 68
4%
EF 21 ABDF%
17% C%

(n=194) (n=224) (n=198)
1% 1% 2% 1%
6%
F
17% 10%
3%E
25 ABCDE
35
AC
C AC % %
ABCDE
AB
58 63 57
21C AB %
% % %
Q1002. What is your current marital status?

Demographics
Marital
MaritalStatus
Status
Marital Status
-% -
= Married / Living with partner = Separated = Divorced = Widowed = Single, never married

(n=90) (n=86)
6%DEH
14
13% %
F
F
6% EFH 47
%
52%
23% 40
C ABCDEG
%
EF
Q1002. What is your current marital status?

Demographics
Children
Children
Children
-%-
% With children Mean # children
Segment A
(n=227) 72% F 1.8 DEF
Segment B
(n=161) 63% F 1.6 F
Segment C
(n=214)
81% ABDEF 2.2 ABDEF
Segment D 1.4 F
(n=194)
67% F
Segment E 1.5 F
(n=224)
66% F
Segment F 47%
(n=198) 0.9
Q1003. How many children do you have?

Demographics
Children
Children
Children
-%-
% With children Mean # children
TargetProduct Successes (G) 64% 1.4 F

(n=90)
Competitor Prod Successes (H) 51% 1.2

(n=86)
Q1003. How many children do you have?

Demographics
Highest
HighestLevel
LevelOf
OfEducation
EducationCompleted
Completed
Highest Level of Education Completed

-%-

(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Some high school 6% BCDEF 1% 1% 2% 1% 2%
Finished high school 26%

BDF 11% 22% BF 17% F 24% BF 8%
Some college 49% 45% F

37% 35% 39% 34%
CDEF
Finished college 15% 33% AC 23% A 29% A 28% A 38%ACE
Grad or post grad

4% 11% 17% AE 17% AE 8% 18% AE
degree A
Q1004. What was the highest level of education you completed?

Demographics
Highest
HighestLevel
LevelOf
OfEducation
EducationCompleted
Completed
Highest Level of Education Completed

-%-

(n=90) (n=86)
Some high school 1% 2%
Finished high school 21%BF BF 27%
Some college 29% 29%
Finished college 37%

AC A 29%
Grad or post grad

degree 12% A 12%
A
Q1004. What was the highest level of education you completed?

Demographics
Employment
EmploymentStatus
Status
Employment Status
-%-

(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Employed full-time 19% 24% 45% ABD 32% A 45% ABD 39% AB
Employed part-time 6 11 6 8 13 AC 21 ABCDE
Self-employed 4 8 8 5 5 8
Student 4 7D 4 2 7D 14 ABCDE
FT homemaker 16 16 15 14 13 14
Temp unemployed 13 D 17 CDEF 10 6 9 8
Retired 10 CEF 5 5 10 CF 5 2
On disability 38 BCEF 24 CEF 15 F 30 CEF 11 7
Q1001. What is your current employment status?

Demographics
Employment
EmploymentStatus
Status
Employment Status
-%-

(n=90) (n=86)
Employed full-time 39% ABH 23%

Employed part-time 12 C 11
Self-employed 8 7
Student 3 7D
FT homemaker 10 15
Temp unemployed 9 9
Retired 9F 8F
On disability 26 CEF 34 CEF
Q1001. What is your current employment status?

Demographics
Total
TotalAnnual
AnnualHousehold
HouseholdIncome
Income
Total Annual Household Income

-%-
Mean income:
$44,097 $49,255 $71,028 ABDE $56,392 A $57,455 A $63,788 AB
0.01 0.02 0.01 0.01

7% 8% 11%
11% 13%A
3% 5% 17% AB
10% 5% 11%
13% ABD 13%
9% A 14% ABD >200K
17% 15% 100 to 200K
13% 18% A
30% 80 to <100K
AEF 22%
21% 60 to <80K
31% F 24% 20%
40 to <60K
24% 25% 20 to <40K

24%
23% <20K
28%
31%
BCDEF 21% CF
20% C 18% C
8% 13%

(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Q1007. Which category best shows your total annual household income?
Demographics
Total
TotalAnnual
AnnualHousehold
HouseholdIncome
Income
Total Annual Household Income

-%-
Mean income:
$64,444 ABH $43,255
0.02
7%
14% A 8%
9% A 11%
>200K
9% 100 to 200K
14%
17% 80 to <100K
60 to <80K
26%
40 to <60K
32% 20 to <40K
<20K
35%
BCDEFG
17% C

(n=90) (n=86)
Q1007. Which category best shows your total annual household income?
Demographics
Description
DescriptionOf
OfResidential
ResidentialArea
Area
(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
URBAN 33% 29% 29%

25% 25% 26%
62%ABCD
A
A
54%
52% 50%
48%
SUBURBAN
41%
26% F
RURAL 23% F
20% F
25% F
21% F
12%
Q1011. How would you describe the area where you live?
Demographics
Description
DescriptionOf
OfResidential
ResidentialArea
Area

(n=90) (n=86)
38% 33%
URBAN DEF
48%
SUBURBAN 49%
RURAL 20%
13%
Q1011. How would you describe the area where you live?
Demographics
Adjective
AdjectiveAssociation
Association
= Over indexing Average Segment A Segment B Segment C Segment D Segment E Segment F
= Under indexing (n=1218) (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Always tired 69% 82% 83% H 60% L 68% 61% 61%
Anxious 63 67 76 H 65 52 L 55 68
A good friend 63 48 L 60 64 69 58 80 H
Good sense of humor 57 46 L 52 61 60 52 72 H
Can’t let go of problems 57 65 72 H 52 49 L 51 54
Overwhelmed 57 65 71 H 50 50 L 50 58
Reliable/responsible 57 40 L 45 59 68 55 73 H
Family-oriented 54 45 L 53 58 57 52 62 H
Have trouble relaxing 52 60 63 H 56 39 L 47 50
Lonely 51 63 75 H 45 45 41 L 43
Avoid confrontation 51 55 59 H 44 L 50 46 54
Always distracted 48 58 62 H 45 37 L 41 43
Speak my mind 41 36 L 39 47 H 45 37 44
Logical 35 24 L 35 31 42 32 48 H
Lacking direction 33 44 55 H 32 22 L 24 26
Indecisive 32 38 46 H 27 23 L 27 36
Spiritual 32 23 37 36 35 22 L 39 H
Take care of myself 31 17 L 24 35 42 25 49 H
Self sufficient 31 19 L 28 36 38 25 42 H
Prefer to be in charge 30 26 21 L 34 24 33 38 H
Always doing something 27 17 L 22 34 25 27 37 H
Determined 27 17 L 18 34 27 24 38 H
Never satisfied 26 30 35 H 28 13 L 27 23
Angry 23 31 32 H 23 15 L 19 17
Religious 22 20 22 26 23 17 L 27 H
Relaxed, laid back 21 14 L 23 20 25 H 20 24
Right priorities in place 20 8L 17 20 25 16 36 H
Social 19 8L 14 21 20 19 33 H
Optimistic 17 8L 10 22 24 12 28 H
Confident 14 8 4L 22 H 17 12 21
Very productive 12 4L 5 16 15 13 19 H
Overachiever 12 6L 12 15 10 8 22 H
Career-oriented 11 6L 8 15 7 10 21 H
Successful 11 3L 6 16 11 9 22 H
Risk-taker 10 10 6L 18 H 6 8 13
Q101. Which of the following phrases describe your life and the type of person you are?
Demographics
Adjective
AdjectiveAssociation
Association
= Over indexing Total Average TargetProduct Successes (G) Competitor Prod Successes (H)
= Under indexing
(n=1394) (n=90) (n=86)
Always tired 69% 59% 54%
Anxious 63 62 57
A good friend 63 68 A 71 AE
Good sense of humor 57 59 A 66 ABE
Can’t let go of problems 57 51 55
Overwhelmed 57 46 47
Reliable/responsible 57 47 58 AB
Family-oriented 54 47 57 A
Have trouble relaxing 52 43 42
Lonely 51 41 43
Avoid confrontation 51 54 41
Always distracted 48 41 35
Speak my mind 41 36 50 AE
Logical 35 26 43 AG
Lacking direction 33 38 DEF 24
Indecisive 32 28 26
Spiritual 32 36 AE 54 ABCDEFG
Take care of myself 31 36 AB 50 ABCE
Self sufficient 31 32 36 AE
Prefer to be in charge 30 33 B 29
Always doing something 27 27 A 37 ABD
Determined 27 32 AB 40 ABDE
Never satisfied 26 17 21
Angry 23 18 19
Religious 22 24 28 E
Relaxed, laid back 21 30 A 30 A
Right priorities in place 20 22 A 28 AE
Social 19 22 A 19 A
Optimistic 17 22 ABE 35 ABCE
Confident 14 20 AB 20 AB
Very productive 12 18 AB 17 AB
Overachiever 12 10 22 ABDEG
Career-oriented 11 12 12
Successful 11 19 ABE 14 AB
Risk-taker 10 11 14 BD
Q101. Which of the following phrases describe your life and the type of person you are?
Detailed Findings
 Demographics
 General Health

- 106 -
General Health
Overall
OverallHealth
HealthRating
Rating
Overall Health Rating

Average Rating
- % Rating 4, 5 on 5-Point Scale -
Segment A 18% 45% BCDEF 34% 3% 2.2
(n=227) BCDEF
Segment B 4% 32% CDEF 45% A 19% A 2.8 A

(n=161) F
Segment C 1% 20% F 51% A 26% A 2%A 3.1 AB

(n=214)
Segment D 5% 2.9 A
20% F 54% AF 22% A
(n=194) CEF
Segment E 1% 15% 61% 23% A 3.1 ABD

(n=224) F
ABCF
Segment F 8% 41% 47% ABCDE 4% ABDE

3.5 ABCDE
(n=198)
1 - Poor 2 3 4 5 - Excellent
Q201. How would you rate your overall health? [5-pt scale]
General Health
Overall
OverallHealth
HealthRating
Rating
F
Overall Health Rating
Average Rating
TargetProduct F F A AD
A 3.1AB
Successes (G)
(n=90)
2% 17% 51% 28% 2%

Competitor Prod
Successes (H) F F A AD 3.1AB
(n=86)
4% 20% 45% 29% 2%
1 - Poor 2 3 4 5 - Excellent
Q201. How would you rate your overall health? [5-pt scale]
General Health
Comorbidities
ComorbiditiesSuffering
SufferingFrom
From
Comorbidities Other Than Depression Total Segment A Segment B Segment C Segment D Segment E Segment F
- % mention - (n=1394)* (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Average number of Comorbidities 6.0 7.1 CDEF 6.7 CEF 6.1 EF 6.4 EF 4.8 4.9
Anxiety 70% 78% DE 78% DE 70% DE 60% 56% 72% DE
Allergies 39 38 41 41 36 33 38
Insomnia 38 40 EF 49 DEF 46 DEF 33 27 30
High cholesterol 33 38 EF 29 F 35 F 46 BCEF 28 F 18
Acid reflux 32 41 BCEF 30 F 31 F 42 BCEF 27 F 19
Migraines 32 36 E 32 38 E 29 24 30
Hypertension/high blood pressure 28 35 BF 24 F 33 F 33 F 26 F 16
Arthritis 27 37 CEF 29 F 27 F 35 EF 21 F 13
Obesity 26 38 BCEF 25 F 19 29 CF 27 F 15
Generalized anxiety disorder 23 26 E 39 ACDEF 20 E 19 E 10 21 E
Asthma 16 18 19 E 15 17 12 15
Diabetes 14 23 CEF 15 F 14 F 20 F 15 F 5
Irritable bowel syndrome 14 15 16 12 15 11 11
Obsessive compulsive disorder 13 17 DE 21 CDE 12 9 9 15
Fibromyalgia 12 16 EF 19 EF 13 EF 18 EF 4 5
Restless leg syndrome 12 12 F 17 EF 14 F 12 F 9 5
Hypothyroidism 9 12 EF 11 E 10 E 10 E 5 6
Carpel tunnel syndrome 7 11 CEF 11 EF 6 6E 2 5
Eczema/Psoriasis 7 9E 10 E 6 5 5 6
Seasonal affective disorder 7 6E 12 ACDE 5 5 2 8E
Anemia 6 8E 6 8 EG 6 4 5
Cardiovascular disease 5 12 BCEF 4F 1 8 CEF 4F 1
Tendinitis 5 8 CDE 5 3 3 4 5
Epilepsy 2 3C 3C 1 2 1 1
Back problems/injury 2 2 1 3D 1 2 1
COPD/emphysema/lung disease 2 2 4F 2 4F 1 -
Cancer 1 3B - 2 2 1 1
Crohn’s Disease 1 - 2 1 1 - 2
Lupus 1 1 1 1 3 EF - -
Multiple sclerosis 1 1 1 2 2 1 1
S3. What health conditions do you suffer from? Q204. In addition to [PIPE IN ANSWERS FROM S3] what other health conditions do you suffer from? *Includes TargetProduct and Competitor Prod Successes data
General Health
Comorbidities
ComorbiditiesSuffering
SufferingFrom
From
Comorbidities Other Than Depression Total
TargetProduct Competitor Prod
Successes (G) Successes (H)
- % mention - (n=1394)
(n=90) (n=86)
Average number of comorbidities 6.0 6.2 EF 6.6 EF

Anxiety 70% 78% DE 73% DE
Allergies 39 42 50 DE
Insomnia 38 40 E 47 DEF
High cholesterol 33 37 F 38 F
Acid reflux 32 33 F 29
Migraines 32 33 29
Hypertension / high blood pressure 28 29 F 26 F
Arthritis 27 26 F 35 EF
Obesity 26 22 28 F
Generalized anxiety disorder 23 27 E 31 CED
Asthma 16 19 13
Diabetes 14 9 9
Obsessive compulsive disorder 14 20 DE 13
Irritable bowel syndrome 14 12 19
Fibromyalgia 12 9 11 E
Restless leg syndrome 12 7 19 EFG
Hypothyroidism 9 16 EF 7
Carpel tunnel syndrome 7 2 7E
Eczema / Psoriasis 7 9 13 CDE
Seasonal affective disorder 7 14 ACDE 11 E
Anemia 6 2 4
Cardiovascular disease 5 2 5F
Tendinitis 5 2 7
Epilepsy 2 2 1
Cancer 1 1 1
Crohn’s Disease 1 - -
Lupus 1 2 EF 4 EF
Multiple sclerosis 1 1 1
Q204. In addition to [PROG: PIPE IN ANSWERS FROM S3], what other health conditions do you suffer from, if any?
General Health
Level
Levelof
ofConcern
Concern About
AboutComorbidities
Comorbidities
Level of Concern About Comorbidities Total Segment A Segment B Segment C Segment D Segment E Segment F
- % Rating 4, 5 on 5-Point Scale - (n=Varies) (n=Varies) (n=Varies) (n=Varies) (n=Varies) (n=Varies) (n=Varies)
Crohn’s disease 91% 100% 67% 100% 100% 100% 100%

Lupus 88 100 100 100 100 - -
Fibromyalgia 85 87 94 E 89 82 63 78
Cardiovascular disease 84 85 86 100 69 88 100
Depression 82 90 DEF 96 ADEF 92 DEF 77 E 67 71
Diabetes 81 84 88 83 74 76 89
Generalized anxiety disorder 79 80 84 88 78 70 76
Multiple sclerosis 78 100 100 60 75 100 100
Anxiety 77 82 EF 92 ACDEF 84 DEF 74 66 69
Hypertension/high blood pressure 72 72 80 75 70 70 61
Insomnia 72 79 E 71 76 68 62 65
Cancer 70 57 - 100 100 67 100
Arthritis 69 71 E 64 69 77 E 52 60
Obesity 66 59 68 73 68 57 72
High cholesterol 62 64 64 68 57 57 69
Obsessive compulsive disorder 58 61 71 EF 64 71 38 40
Irritable bowel syndrome 56 69 60 60 55 48 46
Migraines 55 65 F 64 F 59 F 60 F 53 35
Epilepsy 54 43 60 - 50 50 100
Asthma 53 51 61 E 58 E 66 EF 27 40
Tendinitis 53 58 63 57 60 50 33
Hypothyroidism 53 52 56 77 EG 50 27 50
Carpel tunnel syndrome 52 44 50 75 42 40 80
Seasonal affective disorder 52 64 E 60 E 46 60 - 53
Acid reflux 51 55 45 50 43 43 51
Anemia 48 28 50 67 A 46 25 50
Restless leg syndrome 46 54 F 50 F 63 DF 35 35 10
Eczema/psoriasis 39 33 50 33 40 40 40
Allergies 32 30 29 39 E 36 23 28
Q205. Of these health conditions you suffer from, how concerned are you about each? [5-pt scale]
General Health
Level
LevelOf
OfConcern
ConcernAbout
AboutComorbidities
Comorbidities
Level of Concern About Comorbidities Total TargetProduct Successes (G) Competitor Prod Successes (H)
- % Rating 4, 5 on 5-Point Scale - (n=Varies) (n=Varies) (n=Varies)
Crohn’s Disease 91% - -

Lupus 88 - 100
Fibromyalgia 85 88 78
Cardiovascular disease 84 100 100
Diabetes 81 63 100
Anxiety 79 71 67
Multiple sclerosis 78 - 100
Generalized anxiety disorder 77 73 71
Hypertension / high blood pressure 72 65 77
Insomnia 72 78 75
Cancer 70 - -
Arthritis 69 96 ABCDEFH 70
Obesity 66 75 75
High cholesterol 62 64 49
Obsessive compulsive disorder 58 61 64
Irritable bowel syndrome 56 64 44
Migraines 55 47 44
Epilepsy 54 50 100
Hypothyroidism 53 43 50
Tendinitis 53 100 33
Asthma 53 71 E 55
Seasonal affective disorder 52 62 22
Carpel tunnel syndrome 52 50 33
Acid reflux 51 67 DE 68 DE
Anemia 48 50 100 A
Q205. Of these health conditions you suffer
Restless leg syndrome from, how concerned are you about each? 5-pt
46 scale 50 44
General Health
Overall
OverallRx
RxUse
Use
Overall Prescription Use

- Mean -
Segment Average # Rx Meds
Segment A 6.6
(n=227) BCEF
Segment B 5.1 EF
(n=161)
Segment C 5.1 EF
(n=214)
Segment D 7.1 BCEF

(n=194)
Segment E 3.8 F
(n=224)
Segment F 3.1
(n=198)
Q203. How many total prescription medications do you currently take (for all the conditions you may have)?
General Health
Overall
OverallRx
RxUse
Use
Overall Prescription Use

- Mean -
Segment Average # Rx Meds
TargetProduct Successes (G) 6.2

n=90 BCEF
Competitor Prod Successes (H) 5.8 EF

n=86
Q203. How many total prescription medications do you currently take (for all the conditions you may have)?
General Health
MD
MDOverview
Overview

Physician Details (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
General MD
% PCP 83% 82% 91% AB 86% 88% 84%
% Psych 10 9 8 7 5 5
Depression MD
% PCP 47 44 60 ABD 48 77 ABCDF 57 AB
% Psych 53 CEF 56 CEF 40 E 52 CE 23 43 E
Frequency of visits to depression MD
Those seeing PCPs (mean #/year) 6.8 BDEF 4.0 F 5.2 DEF 3.7 F 3.6 F 2.8
Those seeing Psychs (mean #/year) 9.1 BD 6.7 10.8 BDF 6.4 7.6 6.9
S4. What type of doctor primarily manages your treatment for depression? Q202. Which of the following doctors do you most often visit to talk to about general health issues? Q303.
How many times a year do you typically see your [SPECIALTY] for your depression?
General Health
MD
MDOverview
Overview

Physician Details (n=90) (n=86)
General MD
% PCP 77% 85%
% Psych 17 CDEF 11
Depression MD
% PCP 28 35
% Psych 72 ABCDEF 65 CDEF
Frequency of visits to depression MD
Those seeing PCPs (mean #/year) 6.9 BDEF 5.5 DEF
Those seeing Psychs (mean #/year) 10.0 BD 8.4
S4. What type of doctor primarily manages your treatment for depression? Q202. Which of the following doctors do you most often visit to talk to about general health issues? Q303.
How many times a year do you typically see your [SPECIALTY] for your depression?
General Health
General
GeneralAttitudes,
Attitudes,Interests,
Interests,&&Opinions
Opinions
General AIOs Segment A Segment B Segment C Segment D Segment E Segment F
- % 4, 5 on 5-Point Scale - (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Seeking Empowerme
I actively participate in treatment decisions with my doctor 73% 85% AE 87% AE 89% AE 66% 90% AE
When I get sick, I count on others to tell me what I should do 24 BD 15 23 BD 14 19 20
I look for health info so that I can choose from different txes 41 74 ADE 83 ABDE 56 AE 36 76 ADE
Health
Constantly on the lookout for health info that pertains to me 49 81 ADE 85 ADEF 62 AE 44 77 ADE
I seldom worry about my health 10 9 13 9 17 ABDF 10

nt
I try to exercise routinely to maintain my health 13 39 AE 57 ABDE 31 A 27 A 58 ABDE
I take vitamins / herbal supplements regularly 44 64 AE 72 AE 66 AE 42 66 AE

Suppor Info
I try natural therapies before I take medication 14 16 D 28 ABD 9 20 D 33 ABDE
I research meds my doctor wants me to take before I take them 44 68 ADE 70 ADE 44 39 70 ADE
I ask my doctor about medications I hear about in advertising 45 72 ADEF 81 ABDEF 44 40 40

Networ
I have a good network of friends and/or family 44 44 72 ABE 66 AB 59 AB 79 ABDE
My friends and family are supportive of my health needs 56 62 79 ABE 73 ABE 60 77 ABE
k
Aversio t
People rely on me 58 67 84 ABDE 71 A 71 A 86 ABDE
When I try medications that are new to me/my body, I almost always experience
46 CDE 39D 31 27 34 39 D
side effects
Risk
Skeptical about rx medications that are new to the market 40 47D 40 34 47 D 52 ACD
I am willing to try medications that are new to the market 66 87 ADEF 81 ADEF 68 E 59 59
n
I worry that side effects of medications will harm me 60 DE 60 E 54 51 50 66 CDE
Generic medications are just as good as branded medications 70 67 64 74 C 72 81 ABCE

Decision-
I believe side effects mean a medicine is working 5 5 14 ABDF 4 9D 5

Making
Values
Insurance coverage determines which doctors and meds I take 69 CDF 69 CDF 53 50 65 CD 58
I like to hear about other people’s experience with a medication 54 85 ADE 84 ADE 63 E 50 82 ADE
In medical ads, I believe the personal testimonies/stories 16 23 39 ABDEF 18 16 21

Q102. Listed below are some statements that may describe your general attitudes and opinions. Please rate how much you agree or disagree with each of the following statements. [5-pt scale]
General Health
General
GeneralAttitudes,
Attitudes,Interests,
Interests,&&Opinions
Opinions
General AIOs TargetProduct Competitor Prod
Seeking Empowerme - % 4, 5 on 5-Point Scale - (n=90) (n=86)
I actively participate in treatment decisions with my doctor 86% AE 87% AE
When I get sick, I count on others to tell me what I should do 28 BD 16
I look for health info so that I can choose from different txes 58 AE 45
Health
Constantly on the lookout for health info that pertains to me 67 AE 62 AE
I seldom worry about my health 16 24 ABCDF

nt
I try to exercise routinely to maintain my health 39 AE 38 AE
I take vitamins / herbal supplements regularly 63 AE 65 AE

Suppor Info
I try natural therapies before I take medication 16 21 D
I research meds my doctor wants me to take before I take them 53 EH 38
I ask my doctor about medications I hear about in advertising 64 ADEFH 40

Networ
I have a good network of friends and/or family 69 AB 67 AB
My friends and family are supportive of my health needs 70 A 66

k
Aversio t
People rely on me 71 A 74 A
When I try medications that are new to me/my body, I almost always experience side effects 27 34
Risk
Skeptical about Rx medications that are new to the market 32 38
I am willing to try medications that are new to the market 78 AEFH 58

n
I worry that side effects of medications will harm me 52 45
Generic medications are just as good as branded medications 77 C 77 C

Decision-
I believe side effects mean a medicine is working 11AD 9

Making
Values
Insurance coverage determines which doctors and meds I take 62 57
I like to hear about other people’s experience with a medication 72 AE 66 E
In medical ads, I believe the personal testimonies/stories 23 23
Q102. Listed below are some statements that may describe your general attitudes and opinions. Please rate how much you agree or disagree with each of the following statements. [5-pt scale]
General Health
Type
TypeOf
OfMedical
MedicalInsurance
Insurance&&Rx
RxCost
CostTo
ToPatient
Patient
Type of Primary Medical Insurance
13% 8%
19% F 16%F 16% F 6%
24% CEF
10% 10%
20% 17% DF Medicare
9%
CDEF
Medicaid
72%
58% A 62% AB ABCDE Private Insurance
40% 50% 55% A Veteran's Association
3% 2% No Medical Insurance
8% BEF 5% 3%
4%
14% 15% D 12% 8% 12% 13%

(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Average Cost (To Patient) Of Brand Name Rx Vs. Generic Rx For 30-Day Supply
Segment A $7.60 Segment D $9.10

(n=227) $23.50 (n=194) $28.70
$12.60
$9.20
Generic Brand ABD
Segment B Segment E
(n=161) $30.00 (n=224) $29.00
$12.50 AD $14.00 ABD

Segment C Segment F
(n=214) $36.80 A (n=198) $34.90 A
Q1008. What type of primary medical insurance do you have? Q1009. On average, how much do you pay for a 30-day supply of a brand name prescription product and a generic prescription
product? Please indicate what you usually pay for a 30-day supply.
General Health
Type
TypeOf
OfMedical
MedicalInsurance
Insurance&&Rx
RxCost
CostTo
ToPatient
Patient
Type of Primary Medical Insurance
20% F
36%
14% ABCDEFG Medicare
F
Medicaid
12%
Private Insurance
58%
AH Veteran's Association
42%
No Medical Insurance
1% 4%
7% 7%
(n=90) (n=86)
Average Cost (To Patient) Of Brand Name Rx Vs. Generic Rx For 30-Day Supply
Abilify Successes $15.70 A

(H)
(n=90) $42.10 A
Generic Brand
Seroquel $12.60 A
Successes (G)
(n=86) $38.60 A
Q1008. What type of primary medical insurance do you have? Q1009. On average, how much do you pay for a 30-day supply of a brand name prescription product and a generic prescription
product? Please indicate what you usually pay for a 30-day supply.
Detailed Findings
 Demographics
 General Health

- 121 -
Disease Experience
Depression
Depression Characterization
Characterization
How Patients Characterize Their Depression
-%-
(n=227) (n=161) (n=214)
61% Chronic CE 89% Chronic ACDEF 57% Triggered by life event BDEF
49% Triggered by life event BD 37% Triggered by life event 39% Chronic
35% Triggered by diagnosis/illness/injury BEF 16% Triggered by diagnosis/illness/injury 35% Triggered by diagnosis/illness/injury BEF
14% Episodic 14% Episodic 29% Episodic ABD
61% attributing depression to 62% attributing depression to 58% attributing depression to

one cause one cause one cause
39% attributing depression to multiple causes E 39% attributing depression to multiple causes 42% attributing depression to multiple causes E

(n=194) (n=224) (n=198)
61% Chronic CE 46% Chronic 59% Chronic CE
39% Triggered by life event 43% Triggered by life event 40% Episodic ABCD
34% Episodic ABD 40% Triggered by life event
27% Triggered by diagnosis/illness/injury BEF
17% Triggered by diagnosis/illness/injury 11% Triggered by diagnosis/illness/injury
18% Episodic
68% attributing depression to 70% attributing depression to 65% attributing depression to

one cause one cause AC one cause
33% attributing depression to multiple causes 30% attributing depression to multiple causes 35% attributing depression to multiple causes
Q403. How would you characterize your depression? [Multi-punch]

Disease Experience
Depression
Depression Characterization
Characterization
How Patients Characterize Their Depression

-%-
(n=90) (n=86)
73% Chronic ACDEF 64% Chronic CE
33% Triggered by life event 45% Triggered by life event
22% Triggered by diagnosis/illness/injury F 26% Triggered by diagnosis/illness/injury F
17% Episodic 24% Episodic AB
69% attributing depression to 60% attributing depression to

one cause one cause
31% attributing depression to multiple causes 40% attributing depression to multiple causes
Q403. How would you characterize your depression? [Multi-punch]

Disease Experience
Depression
Depression Journey
Journey By
BySegment
Segment

Depression Timeline (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Symptoms started (mean years) 13.5 CE 19.1 ACEF 6.6 17.3 ACEF 7.5 12.3 CE
Diagnosed (mean years) 10.0 CE 15.3 ACEF 5.5 13.9 ACEF 5.7 9.3 CE
Prescribed medication (mean years) 9.2 CE 14.2 ACEF 5.4 13.7 ACEF 5.6 8.8 CE
Time seeing current depression MD (mean 6.1 CE 6.8 CEF 4.7 8.2 ABCEF 4.9 5.1
years)
Q301. How many years ago did you first start noticing you were having signs or symptoms of depression? Q302. How many years ago did a doctor diagnose you with depression? Q502.
Approximately how many years ago did you first start taking medications to treat your depression? Q304. Approximately how long have you been seeing your [SPECIALTY] for your
depression?
Disease Experience
TargetProduct
TargetProduct&&Competitor
CompetitorProd
Prod Successes’
Successes’Journey
Journey
Symptoms started
17.9 yrs ago Competitor
Diagnosed
20 years ago 13.9 yrs ago Prod Successes
Received First Rx
(H) (n=86)
13.3 yrs ago
Started With Current MD

7.8 yrs ago
Symptoms started
TargetProduct 15.1 yrs ago
Diagnosed
Successes (G) 11.4 yrs ago Today
(n=90) Received First Rx
11.1 yrs ago
Started With Current MD
6.7 yrs ago

Depression Timeline Successes (G) Successes (H)
(n=90) (n=86)
Symptoms started (mean years) 15.1 CEF 17.9 ACEF

Diagnosed (mean years) 11.4 CEF 13.9 ACEFG
Prescribed medication (mean years) 11.1 ACEF 13.3 ACEF
Time seeing current depression MD (mean years) 6.7 CEF 7.8 ACEF
Approximately how many years ago did you first start taking medications to treat your depression? Q304. Approximately how long have you been seeing your [SPECIALTY] for your
depression?
Disease Experience
Depression
Depression Milestones
Milestones
Symptom Onset Depression Med Rxed

1
2
Depression Timeline Segment A Segment B Segment C Segment D Segment E Segment F

- Mean Years - (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
1. Difference between onset of 3.6 CE 3.8 CE 1.1 3.3 CE 1.8 C 3.0 CE

symptoms and diagnosis
2. Difference between onset of

symptoms and first depression 4.3 CE 4.9 CEF 1.2 3.6 CE 2.0 C 3.5 CE
medication prescription
Approximately how many years ago did you first start taking medications to treat your depression?
Disease Experience
Depression
Depression Milestones
Milestones
Symptom Onset Depression Med Rxed

1
2
Depression Timeline TargetProduct Successes (G) Competitor Prod Successes (H)

- Mean Years - (n=90) (n=86)
1. Difference between onset of symptoms and diagnosis 3.7 CE 4.0 CE
2. Difference between onset of symptoms and first depression 4.0 CE 4.6 CE

medication prescription
Approximately how many years ago did you first start taking medications to treat your depression?
Disease Experience
Severity
Severity Of
OfDepression
DepressionSymptoms
SymptomsSelf-Rating
Self-Rating
Severity Of Depression Symptoms Self-Rating

Average Rating
1% - 5-Point Scale -
Segment A 0% 27% 53% CDEF 19%
- Mean3.9
- CDEF
(n=227) CDEF
0%
Segment B 0% 22% 55% 23% 4.0 CDEF
(n=161) CDEF CDEF
Segment C 6%
1% AB 54% AB 37% EF 3% 3.4 EF
(n=214)
Segment D 1% 8% 51% AB 35% EF 6% E 3.4 EF

(n=194) AB
Segment E 2% 18% ABCD 63% 17% 1% 3.0

(n=224) A ABD
Segment F 2% 19% 58% AB 18% 3% 3.0

(n=198) ABCD
1 - Very Mild 2 - Somewhat Mild 3 - Moderate 4 - Somewhat Severe 5 - Very Severe
Q401. How would you rate the severity of your depression symptoms?
Disease Experience
Severity
Severity Of
OfDepression
DepressionSymptoms
SymptomsSelf-Rating
Self-Rating
Severity Of Depression Symptoms Self-Rating

Average Rating
- 5-Point Scale -
- Mean -
TargetProduct
Successes (G) 11% 33% 43% 12%
(n=90) AB B EF CEF 3.6 CDEF
Competitor Prod 5% 12% 35% 31% 17%

ABCG AB B EF CDEF 3.5 EF
Successes (H)
(n=86)
1 - Very Mild 2 - Somewhat Mild 3 - Moderate 4 - Somewhat Severe 5 - Very Severe
Q401. How would you rate the severity of your depression symptoms?
Disease Experience
Depression
Depression Impact,
Impact,Self-Rating
Self-Rating
Depression Impact On Everyday Life
Depression has
- % Rating 4, 5 on 5-Point Scale - Depression has
LOW impact on
life
F E D C B A HIGH impact on
life

(n=227) (n=161) (n=214)
97% “I didn’t feel very motivated” CDEF 96% “I didn’t feel very motivated” CDEF 84% “I didn’t feel very motivated” DEF
94% “My energy level was low” CDEF 95% “Emotionally, I felt drained or worn out” CDEF
81% “Emotionally, I felt drained or worn out” DEF
86% “I avoided social situations” CDEF
93% “Emotionally, I felt drained or worn out” CDEF 76% “I had sleeping problems” DEF
82% “I felt physically slowed down…stuck in the
86% “I was not as interested in my usual activities” mud” CDEF 72% “I was not interested in my usual activities”
CDEF DEF
82% “I was not interested in my usual activities”
61% “I upset someone as a result of my depression” CDEF 70% “I had problems concentrating” DEF
BCDEF 81% “Simple tasks required tremendous effort”
51% “I could not get out of bed” BCDEF CDEF

(n=194) (n=224) (n=198)
72% “I didn’t feel very motivated” 71% “Emotionally, I felt drained or worn out” 65% “Emotionally, I felt drained or worn out”
69% “Emotionally, I felt drained or worn out” 65% “I didn’t feel very motivated”
65% “I didn’t feel very motivated”
53% “I felt anxious” 57% “I felt anxious”
53% “I was not interested in my usual activities” F 54% “I had sleeping problems”
51% “I had problems concentrating”
53% “I felt physically slowed down…stuck in the
47% “Simple tasks required tremendous effort” F mud” 49% “I felt physically slowed down…stuck in the
mud”
45% “I was unable to complete my daily chores” EF 52% “I avoided social situations” F
30% “I had a hard time performing at work” D
31% “I had a hard time performing at work” D
S5/404. For each statement, choose how well it describes you over the past month. [5-pt scale]
Disease Experience
Depression
Depression Impact,
Impact,Self-Rating
Self-Rating
Depression Impact On Everyday Life

TargetProduct
Depression has Successes Depression has
LOW impact on HIGH impact on
life life
Competitor
Prod Successes

(n=90) (n=86)
72% “I didn’t feel very motivated”
65% “Emotionally, I felt drained and worn out”
66% “My energy level was low”
64% “Emotionally, I felt drained or worn out” 63% “I had sleeping problems because of my
depression” F
63% “I had difficulty sleeping”
63% “My energy level was low”
62% “I had sleeping problems because of my
depression” F 62% “I didn’t feel very motivated”
61% “Simple tasks required tremendous effort” 61% “I had difficulty sleeping”
DEF
59% “I felt anxious”
S5/404. For each statement, choose how well it describes you over the past month. [5-pt scale]
Disease Experience
Attitudes
AttitudesAbout
AboutDepression
DepressionPhysician
Physician
MD Attitudes and Opinions Segment A Segment B Segment C Segment D Segment E Segment F

(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
My doctor understands how I feel living with depression 48% 41% 76% ABEF 84% ABEF 47% 66% ABE
I have plenty of time to talk to my doctor in a typical visit 56 55 75 ABE 85 ABCDEF 61 72 ABE
My doctor is highly qualified to treat my depression 59 58 77 ABE 87 ABCEF 53 73 ABE
I trust information / recommendations I receive from my doctor above any 63 57 72 ABE 79 ABEF 62 70 B
information I receive from other sources
I trust my doctor to provide me with the appropriate information regarding 71 69 86 ABE 94 ABCEF 69 81 ABE
treating my depression
I am willing to challenge my doctor’s decisions regarding my depression 45 77 ACDE 65 AE 63 AE 44 72 ADE

treatment
My doctor is a good listener 66 64 88 ABE 94 ABCEF 71 83 ABE
I am comfortable telling my doctor when a medication isn’t working 78 93 AE 94 AE 98 ABCEF 83 96 AE
I am afraid I will disappoint my doctor if my depression medications aren’t 23 DF 24 DF 18 D 9 17 D 15

working for me
My doctor always discusses new depression treatment options with me 27 27 51 ABDEF 36 30 29

when they become available on the market
I don’t always tell my doctor how I feel 60 BCDEF 41 C 29 38 44 CF 33
My doctor doesn’t like it when I make suggestions regarding my depression 17 D 17 D 11 D 2 16 D 12 D

treatment
I don’t know how to explain to my doctor how my depression feels 57 BCDEF 43 CDF 32 D 17 42 CDF 27 D
Q306. For each statement, please rate how much you agree or disagree with the statement. [5-pt scale]
Disease Experience
Attitudes
AttitudesAbout
AboutDepression
DepressionPhysician
Physician
MD Attitudes and Opinions TargetProduct

Successes (G)
Competitor Prod
Successes (H)
- % Rating 4, 5 on 5-Point Scale - (n=90) (n=86)
My doctor understands how I feel living with depression 79% ABEF 81% ABEF
I have plenty of time to talk to my doctor in a typical visit 74 ABE 73 ABE
My doctor is highly qualified to treat my depression 87 ABEF 86 ABEF
I trust information / recommendations I receive from my doctor above any information I receive from 80 ABE 78 ABE
other sources
I trust my doctor to provide me with the appropriate information regarding treating my depression 89 ABE 90 ABE
I am willing to challenge my doctor’s decisions regarding my depression treatment 60 AE 63 AE
My doctor is a good listener 82 ABE 81 AB
I am comfortable telling my doctor when a medication isn’t working 87 94 AE
I am afraid I will disappoint my doctor if my depression medications aren’t working for me 16 11
My doctor always discusses new depression treatment options with me when they become available 44 ABEF 37
on the market
I don’t always tell my doctor how I feel 39 41
My doctor doesn’t like it when I make suggestions regarding my depression treatment 8D 9D
I don’t know how to explain to my doctor how my depression feels 32 D 23
Q306. For each statement, please rate how much you agree or disagree with the statement. [5-pt scale]
Disease Experience
Goals
GoalsFor
ForTreatment
Treatment
Goals For Treatment Segment A Segment B Segment C Segment D Segment E Segment F

(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
- %-
Improve how I feel about myself 78% 91% ACDEF 80% 77 % 74% 74%
Live a more active lifestyle 65 E 80 ADEF 73 DE 61 54 67 E
Return to being the person I was before depression 60 63 F 85 ABDEF 55 54 52
Improve social life 53 DE 63 ADEF 60 DEF 38 42 50 D
Improve relationships w/ friends 52 DE 53 DE 52 DE 33 31 48 DE
Improve family relationships 51 D 60 DEF 59 DEF 38 47 D 49
Return to work 22 DEF 34 ADEF 25 DEF 9 10 13
Improve performance at work 16 29 AD 39 ABDE 14 20 32 ADE

Do better in school 5D 6D 5D 2 5 13 ABCDE
Average Number of Goals 4.1 DE 4.8 ADEF 4.8 ADEF 3.3 3.4 4.0 DE
Q406. What do you most want to accomplish by treating your depression?

Disease Experience
Goals
GoalsFor
ForTreatment
Treatment
Goals For Treatment TargetProduct Competitor Prod

- %- (n=90) (n=86)
Improve how I feel about myself 86% EF 80%

Live a more active lifestyle 67 E 62
Return to being the person I was before depression 57 H 38
Improve social life 58 DE 50
Improve relationships w/ friends 41 40
Improve family relationships 52 D 45
Return to work 20 DE 22 DE
Improve performance at work 36 ADEH 14

Do better in school 7D 7D
Average Number of Goals 4.2 DE 3.6
Q406. What do you most want to accomplish by treating your depression?

Disease Experience
Actions
ActionsTaking
TakingTo
ToAlleviate
AlleviateDepression
Depression
Actions Taking to Help Depression Segment A Segment B Segment C Segment D Segment E Segment F
(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
-%-
Talk with friends / family 33% 54% AE 57% AE 48% AE 34% 70% ABCDE
Talk with other individuals who have depression 11 23 ADE 33 ABDE 14 E 6 32 ADE
Keep a healthy diet 6 21 AE 30 ABDE 22 AE 10 40 ABCDE
Read self-help books 11 33 ADE 39 ADE 18 A 12 32 ADE
Read about depression 23 53 ADE 58 ADEF 23 21 48 ADE
Talk with a professional counselor / therapist 49 E 48 E 48 E 47 E 23 56 E
Attend group therapy for depression 8E 6 13 BDE 6 4 8E
Exercise regularly 5 24 A 36 ABDE 19 A 19 A 50 ABCDE
Do yoga 3 8 AD 8 AD 3 5 13 ADE
Work 8 21 A 31 AB 24 A 29 A 39 ABDE
Maintain a daily routine / make schedules 12 32 A 49 ABDE 33 A 26 A 57 ABDE
Use herbal / natural remedies 5 19 ADE 21 ADE 7 5 29 ADE
Connect with the depression community online (i.e., chat 5 16 ADEF 14 ADEF 5 3 6
rooms)
Do not take any actions to alleviate symptoms besides take 22 BCDF 6F 4 9 CF 17 BCDF 1
medicine
Average Number of Actions Taking 2.3 3.9 ADE 4.6 ABDE 3.0 AE 2.4 4.9 ABDE
Q503. In addition to taking your medication, what other actions do you take, if any, to help alleviate symptoms of depression? [Multi-Punch]
Disease Experience
Actions
ActionsTaking
TakingTo
ToAlleviate
AlleviateDepression
Depression
Actions Taking to Help Depression TargetProduct Successes (G) Competitor Prod Successes (H)
(n=90) (n=86)
-%-
Talk with friends / family 53% AE 57% AE
Talk with other individuals who have depression 31 ADE 31 ADE
Keep a healthy diet 27 AE 22 AE
Read self-help books 24 AE 29 ADE
Read about depression 40 ADE 35 ADE
Talk with a professional counselor / therapist 59 E 52 E
Attend group therapy for depression 17 ABCDEF 8
Exercise regularly 28 A 28 A
Do yoga 7 9 AD
Work 30 A 23 A
Maintain a daily routine / make schedules 48 ABDE 40 AE
Use herbal / natural remedies 7 14 AE
Connect with the depression community online (i.e., chat rooms) 9E 4
Do not take any actions to alleviate symptoms besides take medicine 6F 11 CF
Average Number of Actions Taking 4.0 ADE 4.0 ADE
Q503. In addition to taking your medication, what other actions do you take, if any, to help alleviate symptoms of depression? [Multi-Punch]
Disease Experience
Current
CurrentDepression
Depression Medications
Medications
Current Meds Taking Segment A Segment B Segment C Segment D Segment E Segment F

By Class (n=227) (n=161) (n=214) (n=194) (n=224) (n=189)
15% Celexa 17% Prozac 16% Zoloft 16% Celexa 24% Zoloft ABCD 21% Zoloft A
14% Prozac 15% Zoloft 14% Lexapro E 14% Prozac 17% Celexa 17% Prozac
13% Zoloft 11% Celexa 13% Prozac 14% Zoloft 17% Prozac 15% Lexapro E
12% Paxil/Paxil CR 10% Lexapro 12% Celexa 13% Lexapro 12% Paxil/Paxil CR 14% Celexa
SSRIs 10% Lexapro 10% Paxil/Paxil CR 11% Paxil/Paxil CR 9% Paxil/Paxil CR 8% Lexapro 8% Paxil/Paxil CR
15% Cymbalta 19% Cymbalta F 23% Cymbalta AEF 16% Cymbalta F 12% Cymbalta 12% Effexor
13% Effexor 11% Effexor 8% Effexor 16% Effexor C 11% Effexor 9% Cymbalta
SNRIs 4% Pristiq 6% Pristiq 6% Pristiq 2% Pristiq 4% Pristiq 3% Pristiq
23% Wellbutrin E 26% Wellbutrin E 19% Wellbutrin 27% Wellbutrin CE 13% Wellbutrin 23% Wellbutrin E
NDRIs
8% Competitor Prod DE 6% TargetProduct DF 5% Competitor Prod 4% Risperdal BE 4% TargetProduct 4% Competitor Prod
4% TargetProduct 5% Competitor Prod 3% TargetProduct 3% Zyprexa 2% Competitor Prod 2% TargetProduct
Atypicals 3% Risperdal BE 2% TargetProduct
2% Competitor Prod
8% (Net) CF 6% (Net) 4% (Net) 9% (Net) CF 5% (Net) 4% (Net)
Benzos
Mood stabilizers 4% (Net) 6% (Net) 4% (Net) 7% (Net) E 3% (Net) 5% (Net)
10% Desyrel EF 9% Desyrel E 7% Desyrel 14% Desyrel CEF 5% BuSpar 5% Desyrel

8% BuSpar 7% Remeron CEF 7% BuSpar 12% BuSpar EF 5% Elavil B 5% BuSpar
Other 7% Elavil BF 6% BuSpar 7% Elavil BF 8% Remeron CEF 4% Desyrel
5% Elavil
QS6. What medications are you currently taking to treat your depression?
Disease Experience
Current
CurrentDepression
Depression Medications
Medications
Current Meds Taking By Class TargetProduct Successes (G) Competitor Prod Successes (H)
(n=90) (n=86)
21% Lexapro ABEH 16% Prozac

18% Zoloft 15% Celexa
10% Prozac 12% Zoloft
SSRIs 9% Celexa 6% Lexapro
6% Paxil 5% Paxil
3% Paxil CR 4% Paxil CR
22% Effexor /XR ABCEF 19% Effexor/ XR C

SNRIs 14% Cymbalta 19% Cymbalta F
2% Pristiq 5% Pristiq
NDRIs 28% Wellbutrin E 23% Wellbutrin E
Atypicals 100% TargetProduct ABCDEFH 100% Competitor Prod ABCDEFG
Benzos (NET) 2% Benzos 7% Benzos

10% Lamictal ABCEF 7% Lamictal E
Mood stabilizers 3% Depakote E 1% Depakote
3% Lithium CD 1% Lithium
8% Desyrel 5% Desyrel
Other 3% Buspar 7% Buspar
QS6. What medications are you currently taking to treat your depression?
Disease Experience
Rating
RatingOf
OfSatisfaction
Satisfaction On
On Current
CurrentDepression
Depression Treatment
Treatment
Satisfaction With Current Depression Treatment

- 5-Point Scale - Average Rating
Segment A 29% CDEF 57% BDF 14%
- Mean -2.8 B
(n=227)
Segment B 44% ACDEF 42% 15% 2.5

(n=161)
Segment C 18% D 50% 33% AB 3.2 AB

(n=214) DF
Segment D 6% 37% 57% ABCE 3.6 ABCE

(n=194)
Segment E 20% 51% DF 29% 3.1 AB

(n=224) D AB
Segment F 15% D 36% 49% ABCE 3.4 ABCE

(n=198)
1 or 2 Dissatisfied 3 - Neutral 4 or 5 Satisfied

QS7. How satisfied are you that your current depression medication(s) or medications helps your depression? Please do not consider any side effects you experience when answering this
question; only consider how the medication helps your depression. [5-point scale]
Disease Experience
Past
PastDepression
DepressionTherapy
Therapy
n=227 n=161 n=214 n=194 n=224 n=198
Average Number of 2.0 DE 2.5 ACDEF 1.9 DE 1.2 1.6 D 1.9 DE
Med Switches
Medications EVER Taken By Class

60% Zoloft 70% Zoloft ACDE 51% Zoloft 56% Prozac CEF 52% Zoloft 61% Zoloft
51% Prozac C 68% Prozac ACDEF 42% Prozac 53% Zoloft 42% Prozac 43% Prozac
37% Lexapro 60% Paxil ACDEF 37% Lexapro 42% Lexapro 33% Lexapro 47% Lexapro ACE
35% Paxil 53% Lexapro ACDE 32% Paxil 40% Paxil E 30% Paxil 34% Celexa
SSRIs 35% Celexa 42% Celexa CDE 26% Celexa 31% Celexa 30% Celexa 33% Paxil
17% Paxil CR DE 25% Paxil CR CDEF 13% Paxil CR 10% Paxil CR 10% Paxil CR 12% Paxil CR
45% Effexor CE 68% Effexor ACDEF 36% Cymbalta E 45% Effexor CE 27% Effexor 41% Effexor CE
34% Cymbalta E 50% Cymbalta ACDEF 31% Effexor 31% Cymbalta E 21% Cymbalta 29% Cymbalta E
SNRIs 8% Pristiq 9% Pristiq D 7% Pristiq 4% Pristiq 7% Pristiq 7% Pristiq
63% Wellbutrin CE 73% Wellbutrin CDEF 48% Wellbutrin 56% Wellbutrin 40% Wellbutrin 57% Wellbutrin E
NDRIs
21% Competitor Prod DE 27% Competitor Prod 15% Competitor Prod E 11% Competitor Prod 6% Competitor Prod 18% Competitor Prod E
15% TargetProduct CDE CDEF 8% TargetProduct 11% Risperdal CE 9% TargetProduct 10% Risperdal E
9% Risperdal E 22% TargetProduct CDEF 6% Risperdal E 10% Zyprexa CEF 2% Geodon 9% TargetProduct
Atypicals 9% Zyprexa CEF 13% Risperdal CE 3% Zyprexa 8% TargetProduct 1% Risperdal 4% Zyprexa
1% Geodon 12% Zyprexa CEF 1% Geodon 2% Geodon 1% Zyprexa 4% Geodon
7% Geodon ACDE
10% (Net) CF 8% (Net) 4% (Net) 10% (Net) CF 5% (Net) 4% (Net)

Benzos
16% (Net) E 30% (Net) ACDEF 10% (Net) 15% (Net) E 7% (Net) 15% (Net) E
Mood stabilizers
22% BuSpar CE 31% BuSpar ACEF 17% Elavil F 23% BuSpar CE 12% Elavil 18% BuSpar E
21% Elavil EF 26% Elavil CEF 15% BuSpar 23% Elavil EF 10% BuSpar 10% Desyrel
Other 17% Desyrel EF 19% Desyrel EF 12% Desyrel E 20% Desyrel CEF 5% Desyrel 8% Elavil
QS8. In the past two years, how many times have you stopped one depression medication to start another, different depression medication? Q501. Earlier you mentioned you are currently
taking [PROG: PIPE IN MEDICATION(S) FROM S6] to treat your depression. What other medications, if any, have you ever taken to treat your depression?
Disease Experience
Past
PastDepression
DepressionTherapy
Therapy
(n=90) (n=86)
Average Number of Med 1.5 1.2
Switches
% NO Switches 29% ABCEF 47% ABCEFG
Medications EVER Taken By Class
39% Zoloft 43% Paxil ACEF

38% Prozac EF 38% Prozac EF
SSRIs 32% Paxil E 36% Zoloft
21% Lexapro 23% Lexapro
16% Celexa 17% Celexa
11% Paxil CR 11% Paxil CR
30% Effexor E 29% Effexor E

SNRIs 14% Cymbalta 12% Cymbalta
4% Pristiq
NDRIs 39% Wellbutrin E 27% Wellbutrin
24% Competitor Prod ACDEFH 14% Risperdal ACE
Atypicals 16% Zyprexa ACDEF 13% TargetProduct CEG
14% Risperdal ACE 11% Zyprexa CEF
6% Geodon ACDE 6% Geodon ACDE
Benzos 1% Klonopin 1% Klonopin
9% Depakote E 11% Depakote CE

Mood stabilizers 9% Lithium CDE 8% Lithium CDE
7% Lamictal DE 6% Lamictal DE
16% Buspar CE 15% Buspar E

Other 3% Desyrel 7% Desyrel E
4% Mellaril EF 1% Mellaril
2% Limbitrol CD 1% Limbitrol
QS8. In the past two years, how many times have you stopped one depression medication to start another, different depression medication? Q501. Earlier you mentioned you are currently
taking [PROG: PIPE IN MEDICATION(S) FROM S6] to treat your depression. What other medications, if any, have you ever taken to treat your depression?
Disease Experience
Reasons
ReasonsFor
ForPast
PastDepression
DepressionRx
RxDiscontinuations
Discontinuations
All Reasons Ever Stopped Taking

Depression Medication (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
-%-
Side effects 47% DE 53% CDE 42% 33% 34% 55% CDE
The drug stopped working 34 46 ACDEF 26 26 26 33
It interfered / interacted with another medication 15 DEF 10 E 9E 5 5 6
I started to feel better 8 10 13 14 A 23 ABCD 24 ABCD
I didn’t see results 41 D 55 ACDEF 38 D 20 34 D 43 D
I couldn’t afford the medication 28 CD 35 CDEF 19 14 21 D 25 D
My insurance stopped covering my medication 18 CDE 24 CDE 10 6 10 16 D
I often missed doses 14 D 8 8 4 13 D 17 BCD
I no longer needed it 4 4 7 6 12 AB 13 ABD
I disagreed w/ my doctor’s recommendation to take it 4C 6 CDE 1 1 2 7 CDE
I didn’t like the stigma associated with taking it 3 5D 6D 1 5D 3
I stopped taking it for no particular reason 10 D 7 9D 3 10 D 14 BD
My doctor recommended I stop taking it 30 E 26 E 26 E 23 E 15 23 E
Pregnant / Trying to conceive / Breastfeeding 1 2C - 1 1 5 ACDE
I have never stopped taking a depression medication 8F 9F 14 AF 24 ABCEF 13 F 3
Q505. For what reasons have you ever stopped taking a depression medication? This could include switching medications and/or stopping a medication
completely. [Multi-Punch]
Disease Experience
Reasons
ReasonsFor
ForPast
PastDepression
DepressionRx
RxDiscontinuations
Discontinuations
All Reasons Ever Stopped Taking Depression

Medication (n=90) (n=86)
-%-
Side effects 43% 40%
The drug stopped working 24 31
It interfered / interacted with another medication 8 7
I started to feel better 20 AB 13
I didn’t see results 32 D 30
I couldn’t afford the medication 12 24 DG
My insurance stopped covering my medication 7 16 DG
I often missed doses 16 DH 5
I no longer needed it 9 7
I disagreed w/ my doctor’s recommendation to take it 3C 5C
I didn’t like the stigma associated with taking it 6D 8 AD
I stopped taking it for no particular reason 12 D 9D
My doctor recommended I stop taking it 29 E 23
Pregnant / Trying to conceive / Breastfeeding 2C 2C
Other 2 4
I have never stopped taking a depression medication 12 F 13 F
Q505. For what reasons have you ever stopped taking a depression medication? This could include switching medications and/or stopping a medication
completely. [Multi-Punch]
Disease Experience
Attitudes
Attitudes&&Opinions
OpinionsAbout
AboutDepression
DepressionMedications
Medications
Depression Medication AIOs Total Segment A Segment B Segment C Segment D Segment E Segment F
n=1218 n=227 n=161 n=214 n=194 n=224 n=198
I always take my depression medication(s) as prescribed by my 87% 83% 88% E 92% AEF 96% ABEF 79% 83%
doctor
I am willing to take two medications if I am still experiencing 81 82 EF 93 AEF 89 AEF 89 EF 65 70

symptoms on one
I am willing to take more than two medications only if my doctor 75 78 EF 83 EF 84 EF 85 EF 61 63

recommends it
I will be on a medication for my depression for the rest of my life 64 76 CEF 88 ACEF 41 88 ACEF 49 49
Depression medications lose effectiveness over time 59 62 D 74 ACDEF 55 48 60 D 60 D
I am concerned about the safety of depression medications 56 59 D 52 61 D 46 53 63 BDE
I hesitate to change depression medications because I might 48 48 B 37 44 49 B 41 68 ABCDE

start to experience symptoms again
Depression medications that are new to the market always come 46 49 40 50 42 50 45

with new side effects
I am hesitant to make any changes to my current depression 37 45 BCDE 32 32 27 33 48 BCDE

treatment due to side effects I’ve experienced in the past
I would rather keep my current depression medication than 35 30 B 21 30 B 40 ABC 33 B 53 ABCDE

adjust to a different one
Q504. Listed below are some statements that may describe your attitudes and opinions about taking medications for depression. For each statement, please
rate how much you agree or disagree with the statement. [5-pt scale]
Disease Experience
Attitudes
Attitudes&&Opinions
OpinionsAbout
AboutDepression
DepressionMedications
Medications
Depression Medication AIOs Total TargetProduct Successes (G) Competitor Prod Successes (H)
(n=1394) (n=90) (n=86)
I always take my depression medication(s) as prescribed by my doctor 87% 91% E 97% ABEF
I am willing to take two medications if I am still experiencing symptoms on one 82 93 AEFH 81 EF
I am willing to take two medications only if my doctor recommends it 76 88 AEF 83 EF
I will be on a medication for my depression for the rest of my life 66 79 CEF 83 CEF
Depression medications lose effectiveness over time 59 54 51
I am concerned about the safety of depression medications 55 46 58
I hesitate to change depression medications because I might start to experience 49 54 BE 54 BE

symptoms again
Depression medications that are new to the market always come with new side effects 45 38 40
I am hesitant to make any changes to my current depression treatment due to side 37 39 D 43 D

effects I’ve experienced in the past
I would rather keep my current depression medication than adjust to a different one 36 42 ABC 55 ABCDE
Q504. Listed below are some statements that may describe your attitudes and opinions about taking medications for depression. For each statement, please
rate how much you agree or disagree with the statement. [5-pt scale]
Disease Experience
Attitudes
Attitudes&&Opinions
OpinionsAbout
AboutDepression
Depression
Depression Opinions & Attitudes Total Segment A Segment B Segment C Segment D Segment E Segment F
n=1218 n=227 n=161 n=214 n=194 n=224 n=198
- % Rating 4, 5 on 5-Point Scale-
I can overcome depression 49% 26% B 17% 76% ABDE 45% AB 50% AB 77% ABDE
I believe that medicine is the only way to effectively treat 41 38 F 40 F 45 F 55 ABEF 43 F 25

depression
I fight to overcome my depression 78 69 78 E 91 ABDE 79 AE 66 85 AE

I no longer know what my normal self is 65 87 CDEF 85 CDEF 66 DEF 53 53 48
I would consider enrolling in clinical trials to get the latest 65 58 85 ADEF 85 ADEF 49 60 D 59 D
treatments for depression
I feel like I am a failure 58 81 CDEF 81 CDEF 53 DF 42 48 42
I talk about my depression with friends and/or family 55 45 60 AE 60 AE 60 AE 42 67 AE
I am ashamed of my depression 47 65 CDEF 62 CDEF 51 DEF 27 41 D 37 D
I only talk about my depression with other people who have 26 26 31 DE 27 21 19 33 DE

depression
I believe that depression is a serious medical condition 92 94 E 96 E 94 E 96 E 82 92 E
Depression is a chemical imbalance in the brain 84 76 89 AE 86 AE 91 AE 77 89 AE
Depression affects me both physically and emotionally 82 95 BDEF 88 DEF 92 DEF 79 F 72 66
I believe depression is treatable 81 67 63 91 ABE 94 ABE 79 AB 89 ABE

I find each day a struggle just to get through 64 97 BCDEF 90 CDEF 74 DEF 54 EF 37 35
Depression is a hereditary condition 57 44 78 ACE 38 69 ACE 49 C 71 ACE
For me, depression is part of who I always will be 56 66 CEF 76 ACEF 32 68 CEF 46 C 52 C
Q407. Listed below are some statements that may describe your attitudes and opinions about depression. For each statement, choose how well it describes you over the past month. [5-pt scale]
Disease Experience
Attitudes
Attitudes&&Opinions
OpinionsAbout
AboutDepression
Depression
Depression Opinions & Attitudes Total TargetProduct Successes (G) Competitor Prod Successes (H)
(n=1394) (n=90) (n=86)
- % Rating 4, 5 on 5-Point Scale-
I can overcome depression 50% 54% AB 54% AB
I believe that medicine is the only way to effectively treat depression 42 52 AF 45 F
I fight to overcome my depression 78 83 AE 74

I no longer know what my normal self is 64 57 56
I would consider enrolling in clinical trials to get the latest treatments for depression 65 74 ADEFH 55
I feel like I am a failure 57 43 55
I talk about my depression with friends and/or family 56 70 AE 59 AE
I am ashamed of my depression 45 41 DH 27
I only talk about my depression with other people who have depression 25 19 22
I believe that depression is a serious medical condition 92 98 EH 88
Depression is a chemical imbalance in the brain 85 92 AE 92 AE
Depression affects me both physically and emotionally 82 74 84 EF
I believe depression is treatable 82 89 ABE 88 AB

I find each day a struggle just to get through 63 57 EF 55 EF
Depression is a hereditary condition 58 61 AC 65 ACE
For me, depression is part of who I always will be 57 71 CEF 65 CEF
Q407. Listed below are some statements that may describe your attitudes and opinions about depression. For each statement, choose how well it describes
you over the past month. [5-pt scale]
General Health
Satisfaction
Satisfaction With
WithDepression
DepressionHealthcare
Healthcare
Satisfaction With Healthcare for Depression

- 5-Point Scale - Average Rating
Segment A 31% CDF 34% BCDEF 35% 3.0 B
n=227
Segment B 52% ACDEF 20% D 29% 2.7

n=161
Segment C 19% D 17% D 65% ABE 3.6 ABE

n=214
Segment D 5% 3% 93% ABCEF 4.2 ABCEF

n=194
Segment E 24% DF 24% DF 52% AB 3.3 AB

n=224
Segment F 14% D 14% D 72% ABE 3.7 ABE

n=198
1 or 2 Dissatisfied 3 Neutral 4 or 5 Satisfied
Q305. Overall, how satisfied are you with the quality of healthcare that you receive for your depression? [5-pt scale]
Disease Experience
Satisfaction
Satisfaction With
WithDepression
DepressionHealthcare
Healthcare
Satisfaction With Healthcare for Depression

- 5-Point Scale -
Average Rating
TargetProduct
Successes (G)
(n=90) 12% D 4% 83% ABCEF
4.1 ABCEF
Competitor Prod 4.0 ABCE

Successes (H) 14%D 9% D 77% ABCE
(n=86)
1 or 2 Dissatisfied 3 Neutral 4 or 5 Satisfied
Q305. Overall, how satisfied are you with the quality of healthcare that you receive for your depression? [5-pt scale]
Detailed Findings
 Demographics
 General Health

- 151 -
Information Seeking
Attitudes
Attitudes&&Opinions
OpinionsAbout
AboutSeeking
SeekingHealth
Health Information
Information
AIOs About How Look For Info Segment A Segment B Segment C Segment D Segment E Segment F
- % Rating 4, 5 on 5-Point Scale - (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
I look for health information so that I can choose from different 41% 74% ADE 83% ABDE 56% AE 36% 76% ADE
healthcare treatments
empower-
Health
I am constantly on the lookout for health information that pertains

ment
to me 49 81 ADE 85 ADEF 62 AE 44 77 ADE
I am the type of person who actively seeks out information on my 38 86 ADEF 84 ADE 51 AE 36 78 ADE
depression
It is my responsibility to research medications I am taking or 58 85 ADE 89 ADE 68 A 61 85 ADE

considering taking
Consumer
response
I feel empowered when I conduct research on my depression 32 68 ADE 70 ADE 55 AE 38 74 ADE
I ask my doctor about medications I hear about in advertising 45 72 ADEF 81 ABDEF 44 40 40
I wait for my doctor to bring up medications before I research 41 BCF 19 20 39 BCF 43 BCF 27
them
sources of info
Info seeking/
I like to receive things by mail about products or services that 54 73 ADEF 80 ADEF 57 48 53
pertain to me
I think the Internet is the most reliable source to find more 47 63 ADEF 65 ADEF 46 47 47
information about depression/depression medications
In medical advertisements, I believe the personal 16 23 39 ABDEF 18 16 21

Values
testimonies/stories
Q102/Q601. Listed below are some statements that may describe your attitudes and opinions about your general attitudes and opinions/
how you look for information. For each statement, please rate how much you agree or disagree with the statement. [5-pt scale]
Information Seeking
Attitudes
Attitudes&&Opinions
OpinionsAbout
AboutSeeking
SeekingHealth
Health Information
Information
AIOs About How Look For Info TargetProduct Successes (G) Competitor Prod Successes (H)
- % Rating 4, 5 on 5-Point Scale - (n=90) (n=86)
I look for health information so that I can choose from different healthcare treatments 58% AE 45%
empower-
Health
ment
I am constantly on the lookout for health information that pertains to me 67 AE 62 AE
I am the type of person who actively seeks out information on my depression 64 ADE 62 AE
It is my responsibility to research medications I am taking or considering taking 76 AE 67

Consumer
response
I feel empowered when I conduct research on my depression 59 AE 58 AE
I ask my doctor about medications I hear about in advertising 64 ADEFH 40
I wait for my doctor to bring up medications before I research them 39 BCF 34 BC

sources of info
Info seeking/
I like to receive things by mail about products or services that pertain to me 68 AEF 58
I think the Internet is the most reliable source to find more information about 49 54
depression/depression medications
In medical advertisements, I believe the personal testimonies/stories 23 23

Values
Q102/Q601. Listed below are some statements that may describe your attitudes and opinions about your general attitudes and opinions/
how you look for information. For each statement, please rate how much you agree or disagree with the statement. [5-pt scale]
Information Seeking
Response
ResponseTo
ToRelevant
RelevantDepression
DepressionInformation
InformationExposure
Exposure
Actions Taken After Seeing Info Relevant to Depression Treatment

-%-
73%
EF 74%
ADEF
71%
69%
F ADE
68%
64% 64%
ADE
61%
F
57% Segment A (n=227) Segment B (n=161)
Segment C (n=214) Segment D (n=194)
42%
41% Segment E (n=224) Segment F (n=198)
ABDEF
37% 36%
26%
ADEF
23%
ABDEF
17% 16% 17%
13% AEF 14%
D D
12% 12% 12% 10%
A 11% D 11%
A 9% 8% BCF 10% BC
7% A 7% 6% 7%
4% BCDF 5% BC
5%
3% 3%
1%2% 1%1% BC
Q605. When you see information that may be relevant to your depression treatment, which of the following do you tend to do?
Information Seeking
Response
ResponseTo
ToRelevant
RelevantDepression
DepressionInformation
InformationExposure
Exposure
Actions Taken After Seeing Info Relevant to Depression Treatment

-%-
70% FH
Abilify Successes (G)

54% 56% ADE
54% AE
Seroquel Successes (H)
22% AEF
18% AD 17% BCFG
15% D
13% A 13% E
11% 10% BCDFH
7% BC
2%
Q605. When you see information that may be relevant to your depression treatment, which of the following do you tend to do?
Information Seeking
Sources
SourcesUsed
UsedTo
ToSeek
SeekHealth
HealthInformation
Information
Sources Used To Seek Health Info Segment A Segment B Segment C Segment D Segment E Segment F
-%- (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Doctors 82% E 85% E 90% AE 89% AE 73% 89% AE
Internet websites 68 E 86 ADE 85 ADE 76 E 59 85 ADE
Google it / use online search engines 52 78 ADE 72 ADE 60 52 78 ADE
Pharmacists 39 E 48 E 55 ADEF 45 E 29 44 E
Family members 37 45 E 47 AE 38 31 55 ADE
Magazine articles 24 40 ADE 47 ADE 29 E 20 49 ADE
Books 21 E 48 ADE 43 ADE 22 E 14 47 ADE
Friends / neighbors 15 30 AE 32 ADE 23 17 48 ABCDE
Television programs 15 29 ADE 31 ADE 20 E 13 23 AE
Newspaper articles 12 27 ADE 29 ADE 17 E 8 31 ADE
Advertising 8E 22 ADEF 20 ADEF 5 2 10 E
Radio 1 6 AD 7 ADE 2 2 5A
Other place 1 1 2 1 - 1
Q602. Where do you seek information about health issues?

Information Seeking
Sources
SourcesUsed
UsedTo
ToSeek
SeekHealth
HealthInformation
Information
Sources Used To Seek Health Info Total TargetProduct Competitor Prod

(n=1394) Successes (G) Successes (H)
-%- (n=90) (n=86)
Books 32% 34% ADE 35% ADE
Magazine articles 35 39 AE 37 AE
Newspaper articles 20 21 AE 23 AE
Internet websites 76 73 E 76 E
Google it / use online search engines 64 62 63
Advertising 11 17 ADE 12 E
Family members 42 50 AEH 33
Friends / neighbors 27 23 24
Doctors 84 86 E 79
Pharmacists 44 54 AE 44 E
Television programs 22 26 AE 21
Radio 4 7 AD 7 ADE
Other place 1 - 1
Q602. Where do you seek information about health issues?

Information Seeking
Value
ValueOf
OfInformation
Information Sources
SourcesFor
ForHealth-Related
Health-RelatedInfo
Info
Most Valuable Sources When Seeking

Total Segment A Segment B Segment C Segment D Segment E Segment F
Info On Health Issues (n=1368) (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
-%-
Doctors 38% 44% BCF 20% 32% B 54% ABCEF 40% BF 30% B
Internet websites 28 24 38 ADEF 35 ADE 21 24 27
Google it / use online search engines 21 18 25 D 19 15 21 25 D
Pharmacists 4 5 3 4 4 4 3
Family members 3 4 3 2 2 5 6D
Books 2 2 4 2 2 1 2
Magazine articles 2 1 3 2 1 1 3
Friends / neighbors 1 1 1 1 - 2 1
Television programs 1 - - 1 2 - 1
Newspaper articles - - 2 AE 1 1 - -
Advertising - - 1 1 - - -
Radio - - - - - - -
Other place 1 1 1 1 - 1 2
Q604. Of the sources you indicated you use to seek information on health issues, which do you find most valuable to you personally?
Information Seeking
Value
ValueOf
OfInformation
Information Sources
SourcesFor
ForHealth-Related
Health-RelatedInfo
Info
Most Valuable Sources When Seeking Info On Health

Total TargetProduct Successes (G) Competitor Prod Successes (H)
Issues (n=1368) (n=89) (n=80)
-%-
Doctors 38% 49% BCF 38% B
Internet websites 28 24 25
Google it / use online search engines 21 19 23
Pharmacists 4 3 6
Family members 3 - -
Books 2 2 6 ADE
Magazine articles 2 1 -
Friends / neighbors 1 - 1
Newspaper articles - - -
Advertising - - -
Television programs 1 - 1
Radio - - -
Other place 1 1 -
Q604. Of the sources you indicated you use to seek information on health issues, which do you find most valuable to you personally?
Information Seeking
Websites
WebsitesUsed
Used To
ToSeek
SeekHealth
Health Info
Info
Hospital / Organization
General Health Search Engines
(i.e. YahooHealth.com) Websites (i.e. MayoClinic.com)
Websites
87%(i.e. WebMD.com)
Segment B 80% Segment B ADE 46% Segment F ADE
87% Segment C 75% Segment F AD 41% Segment B AE
87% Segment F 36% Segment C AE
73% Segment C A
86% Segment D 34% Segment D
66% Segment E
83% Segment A
64% Segment D 25% Segment A
80% Segment E
58% Segment A 23% Segment E
Product Websites
(i.e. TargetProduct.com)
62% Segment C ADEF
Drug Company
54% Segment B AEF Websites (i.e. BMS.com)
43% Segment C ADEF
44% Segment D E 38% Segment B ADEF
42% Segment F E 24% Segment D
34% Segment A 22% Segment A
20% Segment F
27% Segment E
15% Segment E
Pharmacy Websites Social Networking Websites Insurance Websites

(i.e. Drugs.com) (i.e. PatientsLikeMe.com) 12% Segment C ADE
35% Segment C ABDEF 22% Segment B ADEF
10% Segment B ADE
25% Segment B DE 21% Segment C ADE
7% Segment F
23% Segment F E 13% Segment F D
4% Segment D
18% Segment A 9% Segment E
4% Segment A
14% Segment D 9% Segment A
3% Segment E
11% Segment E 6% Segment D
Q603. Now, switching our focus back to depression, what types of Internet websites do you access for information on depression?
Information Seeking
Websites
WebsitesUsed
Used To
ToSeek
SeekHealth
Health Info
Info
Search Engines
(i.e. YahooHealth.com) Hospital / Organization
70% TargetProduct Success (G)
General Health Websites (i.e. MayoClinic.com)
66% Competitor Prod Success (H)
Websites (i.e. WebMD.com)
Product Websites Drug Company

(i.e. TargetProduct.com)
Websites (i.e. BMS.com)
50% TargetProduct Success (G) AE 41% TargetProduct Success (G) ADEF
51% Competitor Prod Success (H) AE 29% Competitor Prod Success (H) E
Pharmacy Websites Insurance Websites

11% TargetProduct Success (G) E
(i.e. Drugs.com)
26% TargetProduct Success (G) DE
Social Networking Websites
(i.e. PatientsLikeMe.com) 3% Competitor Prod Success (H)
23% Competitor Prod Success (H) E
14% TargetProduct Success (G) H
Q603. Now, switching our focus back to depression, what types of Internet websites do you access for information on depression?
Information Seeking
Attitudes
AttitudesAbout
AboutDrug
DrugManufacturer-Related
Manufacturer-RelatedContact
Contact
Attitudes About Drug Manufacturer-Related
Contact
- % Rating
I feel comfortable supplying my personal 4, 5 on a 5-Point Scale -
contact Seg D
Seg C 70% Seg B 65% Seg A 41% Seg E 35% Seg F 29%
info to receive more info on a medication. ADEF ADEF 49% EF
I feel comfortable calling the drug manufacturer Seg C 70% Seg B 64% Seg D
Seg F 35% Seg A 35% Seg E 29%
to ask questions about a med I am taking. ADEF ADEF 45% AE
I value information sponsored by drug Seg C 67% Seg D 44% Seg B

Seg F 32% Seg E 31% Seg A 28%
companies. ABDEF AEF 36%
A coupon covering the copay for the first Rx

would motivate me to discuss a depression med Seg C 66% Seg B 58% Seg E 49% Seg F 47% Seg D
Seg A 36%
ADEF ADF AD AD 29%
I’ve never tried before.
When taking a medication, I participate in Seg C 48% Seg E

Seg B 21% A Seg F 16% Seg D 16% Seg A 12%
programs sponsored by that drug manufacturer. ABDEF 18%
A coupon covering the copay for the next filled Seg D

Seg F 64% Seg C 62% Seg E 51% Seg B 49% Seg A 45%
Rx would motivate me to continue my current ABDE ABDE 52%
depression med.
Q601. For each statement that may describe your attitudes and opinions about how you look for information, rate how much you agree or disagree. [5-pt scale]
Information Seeking
Attitudes
AttitudesAbout
AboutDrug
DrugManufacturer-Related
Manufacturer-RelatedContact
Contact
Attitudes About Drug Manufacturer-Related
Contact
- % Rating
I feel comfortable supplying my personal 4, 5 on a 5-Point Scale
contact -
TargetProduct Success (G) (n=90) Competitor Prod Success (H)
info to receive more info on a medication. 57% AEF (n=86) 45%
I feel comfortable calling the drug manufacturer TargetProduct Success (G) (n=90) Competitor Prod Success (H)
to ask questions about a med I am taking. 56% AEF (n=86) 45% E
I value information sponsored by drug Competitor Prod Success (H) TargetProduct Success (G) (n=90)
companies. (n=86) 48% AEF 44% AEF
A coupon covering the copay for the first Rx

would motivate me to discuss a depression med TargetProduct Success (G) (n=90) Competitor Prod Success (H)
43% D (n=86) 31%
I’ve never tried before.
When taking a medication, I participate in Competitor Prod Success (H) TargetProduct Success (G) (n=90)
programs sponsored by that drug manufacturer. (n=86) 26% ADF 24% A
A coupon covering the copay for the next filled TargetProduct Success (G) (n=90) Competitor Prod Success (H)
Rx would motivate me to continue my current 56% (n=86) 51%
depression med.
Q601. For each statement that may describe your attitudes and opinions about how you look for information, rate how much you agree or disagree. [5-pt scale]
Information Seeking
Value
ValueOf
OfDrug
DrugCompany
CompanyTouch
Touch Points
Points
F A D B Average T2B
50% 51% 54%
Not E 75% - Total 56%
C
Valuable
Valuable
36%
Respondents-
Newsletter 75%
E F
Not 38% 43% B C 49%
D A 60% 71% Valuable
Valuable 39% 46%
Email
F D A
47%
Not 37%
E
51%
B C Valuable 52%
Valuable 38%
Mail
68% 72%
A
39%
Not E F B C
33% 34%
D Valuable 47%
Valuable 43% 58% 72%
D Alerts from
10% A website
11%
B C
Not F 21% 26% Valuable 15%
Valuable 11%
E Phone Calls
11%
Q608. How valuable would [x] be if sent to you personally by the manufacturer of a depression medication that would be new to you? [5-pt Scale]
Information Seeking
Value
ValueOf
OfDrug
DrugCompany
CompanyTouch
Touch Points
Points
TargetPro
Average T2B
Not
Seroq duct - Total 56%
52% E 68% Valuable
Valuable ADEFH Respondents-
Newsletter
TargetPr
Seroq
Not 43%
oduct
54% DE Valuable
49%
Valuable
Email
Seroq
50% F TargetPr
Not oduct
58% EF Valuable 52%
Valuable Mail
TargetPr
Seroq oduct
Not 45% E 57%
Valuable 47%
Valuable ADEF
Alerts from
Seroq
21%
website
Not ADEF
TargetPr
Valuable 15%
oduct
Valuable 21%
ADEF Phone Calls
Q608. How valuable would [x] be if sent to you personally by the manufacturer of a depression medication that would be new to you? [5-pt Scale]
Detailed Findings
 Demographics
 General Health

- 166 -
Reaction to TargetProduct Profile
Product
ProductXXProfile
Profile
Product X Profile
Here is a product profile for a once-daily medication that is currently approved to treat depression in adults when added to an
antidepressant. Product X is also approved in the treatment of acute manic or mixed episodes in adults or pediatric patients (10 to 17
years) with Bipolar I Disorder. It is indicated for the treatment of Schizophrenia in adults and adolescents (13 to 17 years of age).
Attitudes Toward Brands
Brand
Brand Familiarity
Familiarity Rating
Rating
TargetProduct Familiarity
- % 4, 5 on a 5-point scale -
25% 25% 24% 18% 27%

4, 5 Familiar 42% E
ACDEF 26%
26% 29% 30%
38%
3 Know Some Basic ADE
Info 31%
49% 47% 55%

37% BCF
43%
BC 27% BC B
1, 2 Not Familiar B
Brand Familiarity Segment A Segment B Segment C Segment D Segment E Segment F

- % 4, 5 on a 5-Point Scale - (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Prozac (fluoxetine) 61% 76% ACEF 65% 69% E 57% 66%
Lexapro (escitalopram) 35 56 AE 54 AE 47 AE 35 56 AE
Pristiq (desvenlafaxine) 13 17 D 17 D 8 11 11
Wellbutrin (bupropion) 63 E 80 ACDEF 63 E 68 E 48 68 E
Competitor Prod (quetiapine) 26 E 38 ACDEF 28 E 24 E 16 26 E
Cymbalta (duloxetine) 41 E 59 ADEF 53 ADE 39 E 29 46 E
Q701. How familiar are you with the following medications used for the treatment of depression? [5-point scale]
Brand
Brand Familiarity
Familiarity Rating
Rating
TargetProduct Familiarity
- % 4, 5 on a 5-point scale -
29% E
4, 5 Familiar
96% 23% G
3 Know Some Basic Info
ABCDEFH
1, 2 Not Familiar
48% BG
BC
4%
Abilify Success (G) Seroquel Success (H)
Brand Familiarity TargetProduct Competitor Prod

- % 4, 5 on a 5-Point Scale - (n=90) (n=86)
Prozac (fluoxetine) 62% 70% E
Lexapro (escitalopram) 56 AE 43
Pristiq (desvenlafaxine) 29 ABCDEFH 13
Wellbutrin (bupropion) 71 EH 52
Competitor Prod (quetiapine) 47 ACDEF 93 ABCDEFG
Cymbalta (duloxetine) 53 ADEH 38
Q701. How familiar are you with the following medications used for the treatment of depression? [5-point scale]
Brand
Brand Favorability
Favorability Rating
Rating
TargetProduct Favorability
- 10-Point Scale -
6.9 ABDEF
6.1 AF
5.9 AF
5.9 AF 5.2
5.2
27%
42% AF 13%
15% 22% 25%
8, 9, 10 - Favorable ABDEF
F
1, 2, 3 - Not fa-
vorable 20%
16% 16%
12% 12% C
C 5% C
Brand Favorability Segment A Segment B Segment C Segment D Segment E Segment F

- % Rating 8, 9, or 10 on a 10-Point Scale - (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Prozac (fluoxetine) 18% 25% 30% A 37% AB 28% A 28% A
Lexapro (escitalopram) 27 26 40 AB 37 37 36
Pristiq (desvenlafaxine) 18 16 33 B 20 26 22
Wellbutrin (bupropion) 24 28 44 ABE 46 ABE 31 41 AB
Competitor Prod (quetiapine) 15 15 29 ABF 21 19 13
Cymbalta (duloxetine) 24 25 49 ABEF 39 ABF 30 28
Q702. What is your overall opinion of the following medications used for the treatment of depression? [10-point scale]
Brand
Brand Favorability
Favorability Rating
Rating
TargetProduct
Favorability
Mean: 8.9 ABCDEFH - 10-point scale -
8, 9, 10 - Favorable
1, 2, 3 - Not favorable 6.1 AF
86%
ABCDEFH
36%
AF
1% 11% G

Brand Favorability Successes (G) Successes (H)
- % 8, 9, or 10 on a 10-Point Scale - (n=90) (n=86)
Prozac (fluoxetine) 41% ABEF 39% AB
Lexapro (escitalopram) 46 AB 44 AB
Pristiq (desvenlafaxine) 47 ABDEF 53 ABDEF

Wellbutrin (bupropion) 47 ABE 43 AB
Competitor Prod (quetiapine) 29 BF 79 ABCDEFG
Cymbalta (duloxetine) 48 ABEF 54 ABEF
Q702. What is your overall opinion of the following medications used for the treatment of depression? [10-point scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile: Overall
OverallInterest
Interest
Reaction to Blinded TargetProduct Product Profile: OVERALL INTEREST

- % Rating on 5-point scale -
65% ADEF
61% ADEF
40% ABCE
34% F 34% ABC
31% 30% F
25% BC 25% BC
18%
12%
10%
% Rating 4, 5 [High Interest] % Rating 1, 2 [Low Interest]
Q803. After reading the description, how interested are you in Product X? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile: Overall
OverallInterest
Interest
Reaction to Blinded TargetProduct Product Profile: OVERALL INTEREST

Abilify Successes (G) (n=90) Seroquel Successes (H) (n=86)
58% ADEFH
35% F
28% BCG
14%
% Rating 4, 5 [High Interest] % Rating 1, 2 [Low Interest]
Q803. After reading the description, how interested are you in Product X? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile: Likelihood
Likelihood To
ToAsk
AskMD
MD
Reaction to Blinded TargetProduct Product Profile:

LIKELIHOOD TO ASK MD ABOUT PRODUCT X
69% ADEF
65% ADEF
48% ABCE
40% BCE
32% F 32% BC
26% F 27% F 29% BC
13% 15%
9%
% Rating 4, 5 % Rating 1, 2
[Very, Somewhat Likely] [Very, Somewhat Unlikely]
Q804. After reading the description, how likely are you to ask your doctor about Product X? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile: Likelihood
Likelihood To
ToAsk
AskMD
MD

LIKELIHOOD TO ASK MD ABOUT PRODUCT X
56% ADEFH
38% BCG
28% F
21% C
Q804. After reading the description, how likely are you to ask your doctor about Product X? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile: Likelihood
Likelihood To
ToTry
Try

LIKELIHOOD TO TRY PRODUCT X
58% ADEF
58% ADEF
49% ABCDE
38% BC
29% F 31% BC 32% BC
27% F 27% F
16%
12% 11%
Q805. After reading the description, how likely are you to try Product X? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile: Likelihood
Likelihood To
ToTry
Try

LIKELIHOOD TO TRY PRODUCT X
54% ADEFH
37% BCG
24% F
18%
Q805. After reading the description, how likely are you to try Product X? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile: Concern
Concern About
AboutSide
SideEffects
Effects

CONCERN ABOUT PRODUCT X’S SIDE EFFECTS
55% CE
52% C 52% C
45% 43%
40%
26% EF
20% 24% EF
18% 14% 15%
[Very, Somewhat Concerned] [Not At All, Not Very Concerned]
Q806. After reading the description, to what extent are you concerned about Product X’s side effects? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile: Concern
Concern About
AboutSide
SideEffects
Effects

CONCERN ABOUT PRODUCT X’S SIDE EFFECTS
51% G
26% 29% DEFH
13%
[Very, Somewhat Concerned] [Not At All, Not Very Concerned]
Q806. After reading the description, to what extent are you concerned about Product X’s side effects? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile:Value
ValueOf
OfPatient
PatientStories
Stories

VALUE OF PATIENT STORIES
63% ABDEF
52% ADEF
40% E
33% 32% 30% BC 28% BC
26% 26% C
19% C 24% C
8%
[Very, Somewhat Valuable] [Not At All, Not Very Valuable]
Q.807. How valuable are those patient stories to you personally? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXProfile:
Profile:Value
ValueOf
OfPatient
PatientStories
Stories

VALUE OF PATIENT STORIES
44% EF
35%
29% C
23% C
[Very, Somewhat Valuable] [Not At All, Not Very Valuable]
Q.807. How valuable are those patient stories to you personally? [5-pt scale]
Greatest
GreatestBenefits
BenefitsOf
OfProduct
ProductXX
Greatest Benefits of Product X Segment A Segment B Segment C Segment D Segment E Segment F

-%- (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Efficacy/Therapeutic Benefits (Net) 68% 78% A 78% A 74% 72% 70%
Boosts effectiveness of current antidepressant 29 37 30 28 29 31
Gives happiness / emotional satisfaction / life 3 5 6F 5F 5 2

enjoyment
Effective to help in doing daily activities 10 7 10 8 8 7
Gives motivation / helps you feel motivated 5 9 9 8 7 10
Improves how I feel about myself 7 9 5 8 5 4
Dosing / Administration (Net) 7 8 7 6 6 13 ACDE
Once a day 4 6 2 4 5 6
Safety / Tolerability (Net) 6D 8D 7D 1 6D 4
Good side effect / tolerability profile 6D 8D 7D 1 5D 4
MOA (Net) 8 11 12 10 9 14 A
Quick effect / fast action 3 4 5 4 5 8A
Efficacy within 1 to 2 weeks 4 6 6 6 4 5
Clinical Trials / Data (Net) 4 9 DE 4 4 3 8E
Usage (Net) 6 5 5 6 7 5
Can be used with other antidepressant medications 6 4 5 6 6 4
Other conditions (Net) 2 2 2 3E - 5E
Q801. After reading the description, what would you say are the greatest benefits of Product X? [OPEN]
Greatest
GreatestBenefits
BenefitsOf
OfProduct
ProductXX
Greatest Benefits of Product X TargetProduct Successes (G) Competitor Prod Successes (H)
-%- (n=90) (n=86)
Efficacy/Therapeutic Benefits (Net) 60% 73%
Boosts effectiveness of current antidepressant 30 27

Gives happiness / emotional satisfaction / life enjoyment 1 2
Effective to help in doing daily activities 8 16 BDEF
Gives motivation / helps you feel motivated 4 4
Improves how I feel about myself 1 5
Dosing / Administration (Net) 14 ACDE 11
Once a day 11 ACD 9C
Safety / Tolerability (Net) 11 DF 4
Good side effect / tolerability profile 11 DEF 4
MOA (Net) 11 9
Quick effect / fast action 9A 5
Efficacy within 1 to 2 weeks 3 5
Clinical Trials / Data (Net) 4 1
Usage (Net) 8 4
Can be used with other antidepressant medications 7 4
Other conditions (Net) 4E 4E
Greatest
GreatestConcerns
ConcernsOf
OfProduct
ProductXX
Greatest Concerns of Product X Segment A Segment B Segment C Segment D Segment E Segment F

-%- (n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
Safety / Side Effects (Net) 72% 77% 69% 78% CE 69% 76%
Concerns about side effects /serious side effects 44 B 32 43 B 41 41 43 B
Insomnia 3 4 4 4 6 7
Restlessness 4 8C 3 4 5 5
High blood sugar / diabetes 10 14 CF 6 10 9 7
Tardive dyskenesia and uncontrollable muscle 6 4 2 7C 4 6
movements/spasms
Suicidal ideation 4 2 4 4 5 6B
Death/mortality 4F 5 CF 1 3 3 1
Stroke 2 3 1 4 2 2
Seizures 3 2 2 3 3 1
Dizziness / light-headedness 2 3 2 2 1 2
Decrease in white blood cell count 1 3 1 2 2 2
Constipation 2 3 1 3 2 3
Fatigue 1 2 1 2 1 3
Blurred vision 2 3 2 2 2 1
Usage / Indications (Net) 4 5 6 9A 9A 16 ABCDE
Used in combo w/ other antidepressants / not for 2 3 4 4 6A 10 ABCD
monotherapy
Atypical antipsychotic 1 1 1 2 1 6 ABCE
Misc (Net) 3 4 7 3 6 6
Too new to market / lacks track record 1 2 3D 1 2 1
Q802. After reading the description, what about Product X is most concerning to you personally?
Greatest
GreatestConcerns
ConcernsOf
OfProduct
ProductXX
Greatest Concerns of Product X TargetProduct Successes (G) Competitor Prod Successes (H)
-%- (n=90) (n=86)
Safety / Side Effects (Net) 66% 74%

Side effects /serious side effects 33 33
Insomnia 4 6
Restlessness 4 5
High blood sugar / diabetes 9 7
Tardive dyskenesia and uncontrollable muscle movements/spasms 4 1
Suicidal ideation 1 6
Death/mortality 2 6 CF
Stroke 2 1
Seizures 2 2
Dizziness / light-headedness 6E 1
Decrease in white blood cell count 4C 1

Constipation 3 -
Fatigue - 1
Blurred vision - -
Usage / Indications (Net) 6 4
Used in combo w/ other antidepressants / not for monotherapy 4 2
Atypical antipsychotic 1 1
Misc (Net) 4 8A
Too new to market / lacks track record 2 5 AD
“Most
“MostAppealing”
Appealing”Verbatims
Verbatims
“That it offers increased energy “It allows the ability to help become
and motivation.” – Segment 3, yourself again when added on to what
Male, Age 58 you are currently taking.” – Segment 6,
“Product X is taken in addition to a
Female, Age 28 “That it treats more
regular antidepressant. It sounds
like an extra boost.” – Segment 2, than one condition.”
Female, Age 26 – Segment 2, Female,
“I like that I can add it to my Age 43
other medication at a low dose “It might help some people
and see how it goes.” – Segment who are not getting adequate
“It actually
3, Male, Age 36makes your results from their current
antidepressant medication work. antidepressants alone.” –
I would be able to wake up early, Segment 6, Female, Age 51
“It works with the medicine I am
get out of bed, shower, walk, already taking, and it can alleviate
drink, coffee – it sounds like the symptoms in as little as two weeks.” –
life I want. It sounds like there is Segment 2, Female, Age 41
hope to go on.” – Segment 4,
Female, Age 38
“Most
“MostConcerning”
Concerning”Verbatims
Verbatims
“Side effects & having to take “The sleeping effects are

multiple pills.” – Segment 6, concerning. I have enough
Female, Age 37 trouble sleeping.”
“I am on enough meds as “An antipsychotic
– Segment 3, Female, Age 43
it is. I don‘t want any “No real concerns, as I administered for
more added.” won‘t change my current depression? I don't like
– Segment 1, Female, Age medications anyway.” antipsychotics.”
49 – Segment 2, Male, Age – Segment 6, Female,
58 Age 28
“The side effects: you “It's somewhat new for
never know how bad depression and its long-term
they’re going to be.” – effects aren‘t established.” –
Segment 1, Male, Age 50 Segment 6, Female, Age 26
“My biggest concern would be the
same as with all medications: the “The fact that it’s an atypical
possibility of side effects.” – antipsychoic.” – Segment 4,
Segment 3, Male, Age 54 Female, Age 36
Reaction
Reaction To
ToProduct
ProductXXPost-TargetProduct
Post-TargetProductReveal
Reveal
Reaction Knowing Product X is TargetProduct

- 5-Point Scale -
26%
35% F 35% 35% F
50% ADEF
4, 5 Positive Impact 63% ABDEF
3 No Impact
1, 2 Negative Impact
61% BC
54% BC 54% BC 55% BC
38%
33%
11% C 12% C 11% C 11% C 14% C

5%
Segment Segment Segment Segment Segment Segment
A B C D E F
Q808. Knowing that Product X is TargetProduct, how does that impact your thoughts on the medication as a treatment for depression? [5-pt scale]
Reaction
Reaction To
ToProduct
ProductXXPost-TargetProduct
Post-TargetProductReveal
Reveal
Reaction Knowing Product X is TargetProduct

- 5-Point Scale -
30%
4, 5 Positive Impact 3 No Impact 74%

ABCDEFH
1, 2 Negative Impact
55%
BCG
21%
15%
CG
4%
(n=90) (n=86)
Q808. Knowing that Product X is TargetProduct, how does that impact your thoughts on the medication as a treatment for depression? [5-pt scale]
Detailed Findings
 Demographics
 General Health

- 190 -
Media Habits
Media
MediaConsumption
ConsumptionBy
By Hours
HoursPer
PerWeek
Week
Media Habits By Mean Hours Per Week
20.8 CDEF
19.4CEF Segment A (n=227)
18.6 CDEF
18.3F 17.9
F Segment B (n=161)
16.9
16.6 EF 16.5 Segment C (n=214)
15.8 F 14.7
Segment D (n=194)
13.3 F Segment E (n=224)
10.7 Segment F (n=198)
6.8AF 6.6AF
6.0 A
6.4
5.0 4.6 4.8
4.2 4.0 4.4 4.0 ADE
3.7 3.6 3.7
AE 3.5AE
2.9 2.5
2.3
Watching regularly Watching TV/Movies Browsing the Internet Listening to the radio Reading magazines/
scheduled TV programs using newspapers
On-Demand/DVR/TiVo/
Pay-Per-View
Q901. Approximately how many hours a week do you spend…?

Media Habits
Media
MediaConsumption
ConsumptionBy
By Hours
HoursPer
PerWeek
Week
Media Habits By Mean Hours Per Week

18.3 FE
16.7
15.3 Abilify Successes (G) (n=90)

14.2 F
Seroquel Successes (H) (n=86)
7.3 A
5.2 5.3
3.1 3.5 AE
2.8
Watching regularly Watching TV/Movies Browsing the Internet Listening to the radio Reading magazines/
scheduled TV programs using newspapers
On-Demand/DVR/TiVo/
Pay-Per-View
Q901. Approximately how many hours a week do you spend…?

Media Habits
Weekly
Weekly TV
TVConsumption
Consumption
TV-Watching Hours
Segment A Segment B Segment D Segment E Segment F
Weekly Distribution (n=218) (n=152)
Segment C (n=210) (n=186) (n=215) (n=181)
-%-
Weekdays 100% 99% 100% 100% 100% 99%
Early morning (6AM – 11AM) 37 39 45 EF 41 E 29 33
Daytime (11AM – 4PM) 43 EF 42 EF 37 EF 39 EF 25 24

Late afternoon / Early evening (4PM – 8PM) 62 65 CE 53 63 CE 53 56
Prime (8PM – 11PM) 90 91 87 86 85 92 DE
Late night (11PM – 1:30AM) 53 BDEF 42 52 DEF 41 40 39
Overnight (1:30AM – 6AM) 25 EF 17 F 24 EF 19 F 14 9
Saturdays only - 1 - - - -
Sundays only - 1 - 1 1 1
Q902. Please indicate the various times you spend watching television.
Media Habits
Weekly
Weekly TV
TVConsumption
Consumption
TV-Watching Hours
Weekly Distribution TargetProduct Successes (G) Competitor Prod Successes (H)
(n=77) (n=84)
-%-
Weekdays 99% 100%
Early morning (6AM – 11AM) 42 35
Daytime (11AM – 4PM) 36 F 38 EF

Late afternoon / Early evening (4PM – 8PM) 52 58
Prime (8PM – 11PM) 87 86
Late night (11PM – 1:30AM) 38 44
Overnight (1:30AM – 6AM) 16 17
Saturdays only 1 -
Sundays only 1 -
Q902. Please indicate the various times you spend watching television.
Media Habits
TV
TVPrograms
ProgramsWatched
Watched
Types of TV Programs Watched Segment A Segment B Segment C (n=210) Segment D Segment E Segment F
-%- (n=218) (n=152) (n=186) (n=215) (n=181)
Drama/movie 62% 70% 74% AE 70% E 60% 70% E
General interest 66 74 E 75 AE 66 62 66
Entertainment 59 58 67 DE 53 52 61
News 45 48 65 ABDE 50 41 59 AE
Home/cooking 34 40 51 ADE 39 36 41
Health 26 36 AE 53 ABDEF 27 19 32 E
Sports 23 27 40 ABDEF 27 30 27
Music 19 23 31 ADE 18 22 24
Family 32 37 46 ADE 33 34 38
Late night 21 20 28 23 21 22
Major networks 67 79 ACE 68 76 E 62 77 AE
Daytime 17 F 16 13 17 F 11 9
Q903. What types of TV networks do you watch?

Media Habits
TV
TVPrograms
ProgramsWatched
Watched
Types of TV Programs Watched TargetProduct Successes (G) Competitor Prod Successes (H)
-%- (n=77) (n=84)
Drama/movie 60% 70%
General interest 60 64
Entertainment 62 55
News 52 48
Home/cooking 33 33
Health 33 E 30 E
Sports 22 20
Music 26 16
Family 34 35
Late night 25 19
Major networks 64 61
Daytime 12 17
Q903. What types of TV networks do you watch?

Media Habits
Where
WhereAccess
AccessInternet
Internet
Where Access Internet

-%-
98%
99%
99%
Home 100%
97%
99%
12%
19%
34%
ABD
Work 24%
A
33%
ABD
41%
ABD
2%
6%AD Segment A
3% Segment B
School 1%
4% 11%
ACDE Segment C
6% Segment D
8%
10%
Public location (e.g. public library, Segment E
Internet café) 7%
6%
13%AE Segment F
7%
14%ADE
Mobile device (i.e., cell phone, 13%AD
BlackBerry, iPhone) 6%
7%
15%ADE
Q908. Where do you access the Internet?

Media Habits
Where
WhereAccess
AccessInternet
Internet
Where Access Internet

-%-
98%
Home 99%
Work 29% A
20%
School
4%
6% D
Public location (e.g., public library, Internet café)

12% Abilify Successes (G) (n=90)
7% Seroquel Successes (H) (n=85)
Mobile device 14% ADE

(i.e., cell phone, BlackBerry, iPhone) 7%
Q908. Where do you access the Internet?

Media Habits
Websites
WebsitesVisited
VisitedMost
MostOften
Often––General/Leisure
General/Leisure
Types of Websites Visited Segment A Segment B Segment C (n=213) Segment D Segment E Segment F
-%- (n=224) (n=161) (n=191) (n=223) (n=197)
Social networking 57% 67% 67% A 61% 61% 78% ABCDE
Entertainment 17 D 15 25 ABDE 11 17 19 D
Gaming 42 BEF 28 39 BF 35 32 26
Shopping 57 75 ADEF 68 ADE 56 52 64 E
Music 16 15 19 12 14 18
Travel 13 14 29 ABDE 12 13 24 ABDE
Weather 30 35 49 ABDE 29 34 44 ADE
Cooking 31 30 42 ABDE 29 23 34 E
Chat rooms 7 4 12 BDEF 3 5 5
TV networks 19 19 27 ADE 18 14 25 E
Health/medical 40 E 60 ADEF 64 ADEF 42 E 27 40 E
Fitness 2 6A 16 ABDE 4 6A 13 ABDE
Home and gardening 13 21 AE 26 ADEF 16 10 18 E
Parenting 5 11 AE 13 ADE 3 8D 11 AD
Q909. Aside from email accounts, what types of websites do you visit most often?
Media Habits
Websites
WebsitesVisited
VisitedMost
MostOften
Often––General/Leisure
General/Leisure
Types of Websites Visited TargetProduct Successes (G) Competitor Prod Successes (H)
-%- (n=90) (n=85)
Social networking 71% AH 55%
Entertainment 20 D 11
Gaming 31 35
Shopping 64 E 58
Music 17 15
Travel 24 ABDE 18
Weather 36 37
Cooking 29 20
Chat rooms 8 7
TV networks 21 17
Health/medical 41 E 40 E
Fitness 11 AD 7A
Home and gardening 16 8
Parenting 10 D 8
Q909. Aside from email accounts, what types of websites do you visit most often?
Media Habits
Periodical
PeriodicalConsumption
Consumption
Types of Periodicals Read Segment A Segment B Segment C (n=190) Segment D Segment E Segment F
-%- (n=156) (n=133) (n=156) (n=180) (n=174)
Ailment/health specific 14% 30% AEF 31% ADEF 21% E 7% 16% E
Men’s health/fitness/lifestyle 10 11 27 ABDEF 7 12 17 D

Sports 15 15 28 ABDEF 8 19 D 18 D
Music 10 14 18 ADE 8 11 17 D
Women’s health/fitness/lifestyle 29 47 AE 48 AE 46 AE 29 55 AE
Home and garden/cooking 39 E 44 E 52 AE 41 E 28 47 E
General interest/newsweeklies/finance 34 47 AE 53 ADE 41 33 45 AE
Celebrity/entertainment 30 34 45 ADE 34 31 45 ABDE
Adventure/outdoor 14 DE 10 D 22 BDEF 2 7D 9D
Q907. What types of newspaper/magazines do you read?

Media Habits
Periodical
PeriodicalConsumption
Consumption
Types of Periodicals Read TargetProduct Successes (G) Competitor Prod Successes (H)
-%- (n=79) (n=67)
Ailment/health specific 17% E 27% AE
Men’s health/fitness/lifestyle 24 ABDEH 8

Sports 15 15
Music 22 ADE 12
Women’s health/fitness/lifestyle 42 A 51 AE
Home and garden/cooking 35 45 E
General interest/newsweeklies/finance 41 40
Celebrity/entertainment 47 AE 33
Adventure/outdoor 9D 9D
Q907. What types of newspaper/magazines do you read?

Appendix

- 203 -
Disease Experience
Depression
Depression Impact
ImpactOn
OnDaily
DailyLiving
Living
Impact on Daily Living (IDL) Statements Segment A Segment B Segment C Segment D Segment E Segment F
(n=227) (n=161) (n=214) (n=194) (n=224) (n=198)
I was not as interested in my usual activities 86% CDEF 82% CDEF 72% DEF 53% F 50% F 39%
I had sleeping problems 77 DEF 78 DEF 76 DEF 51 54 47
I felt very fidgety, making it difficult to sit still 37 DEF 39 DEF 36 DF 24 28 25
I felt physically slowed down, like my body was stuck in the mud 82 CDEF 82 CDEF 70 DEF 52 53 49
Didn’t have enough energy to make it through the day 88 BCDEF 78 CDEF 64 DEF 46 F 41 35
I had problems concentrating 78 CDEF 74 DEF 70 DEF 52 50 51
I was unable to complete my daily chores 78 BCDEF 68 CDEF 57 DEF 45 EF 35 31
I had a hard time performing at work 50 EF 58 CDEF 44 DEF 19 31 D 30 D
Simple tasks required tremendous effort 84 CDEF 81 CDEF 62 DEF 47 F 41 36
I could not get out of bed 51 BCDEF 37 DEF 32 DEF 17 17 15
I did not leave the house because of my depression 76 CDEF 68 CDEF 56 DEF 29 35 F 24
Emotionally, I felt drained or worn out 93 CDEF 95 CDEF 81 DEF 69 71 65
I didn’t feel very motivated 97 CDEF 96 CDEF 84 DEF 72 65 65
I did not exercise because of my depression 74 CDEF 74 CDEF 56 DEF 41 44 40
I did not eat properly because of my depression 78 CDEF 71 CDEF 56 DF 44 49 41
I felt anxious 76 CDEF 78 CDEF 65 DE 53 51 57
I had aches and pains from my depression 68 CDEF 61 CDEF 48 DEF 36 F 38 F 25
I upset someone else as a result of my depression 61 BCDEF 49 DEF 51 DEF 25 38 DF 29
I avoided social situations 88 CDEF 86 DEF 64 DEF 48 52 F 30
I felt numb 56 CDEF 52 CDEF 37 DEF 18 27 D 21
S5/404. For each statement, choose how well it describes you over the past month. [5-pt scale] Q405. Of the ways in which you indicated your depression has
impacted your life over the past month, which are the most concerning?]
Disease Experience
Depression
Depression Impact
ImpactOn
OnDaily
DailyLiving
Living
Impact on Daily Living (IDL) Statements TargetProduct Successes (G) Competitor Prod Successes (H)
(n=90) (n=86)
I was not as interested in my usual activities 49% 47%
I had difficulty sleeping 63 61
I felt very fidgety, making it difficult to sit still 31 30
I felt physically slowed down, like my body was stuck in the mud 54 51
My energy level was low 66 63
I had problems concentrating 54 54
I was unable to complete my daily chores 54 EF 52 EF
I had a hard time performing at work 34 D 35 D
Simple tasks required tremendous effort 61 DEF 49
I could not get out of bed 28 DEF 29 DEF
I did not leave the house because of my depression 47 DF 49 DEF
Emotionally, I felt drained or worn out 64 65
I didn’t feel very motivated 72 62
I did not exercise because of my depression 53 DF 49
I did not eat properly because of my depression 58 DF 54
I felt anxious 56 59
I had aches and pains from my depression 41 F 37 F
I upset someone else as a result of my depression 39 D 28
I avoided social situations 56 F 49
I felt numb 40 DEF 28
S5/404. For each statement, choose how well it describes you over the past month. [5-pt scale] Q405. Of the ways in which you indicated your depression has
impacted your life over the past month, which are the most concerning?]

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TargetProduct Adult MDD Patient Segmentation

Quantitative Data Report

CONFIDENTIAL INFORMATION - Not for Distribution

• To meet the objectives of this research, Synovate Healthcare conducted online

Respondents were These respondents were

Demographic Behavioral Attitudinal

Solutions were run using varied combinations of clustering candidates.

Key Solution Variables

– Top 3 Box = % answering “8,” “9,” or “10” on a 10-point scale

CONFIDENTIAL INFORMATION - Not for Distribution

Balancing Sample • Invitations from Synovate’s Global Opinions Panel

Seeing a PCP or psych

14.8 Million1 Adult

Seeing a PCP or psych -3M Mono Tx & Not

• Unresolved depression symptoms

• Earlier in treatment cycle

Long Term Target

CONFIDENTIAL INFORMATION - Not for Distribution

• More likely to describe

Lower socioeconomic status;

• Poorest overall health (2.2 out of 5)

• Least comfortable segment with pharma initiatives

• Least likely to listen to radio & read newspapers or magazines

• Lower baseline familiarity & opinion of TargetProduct

For me, making it through the day is a real struggle. I

6. Connect via the Internet or via TV

CONFIDENTIAL INFORMATION - Not for Distribution

Struggling Middle to Lower Class

• Poor to average health (2.8 out of 5)

I have been struggling with depression for a long time.

4. Promote that TargetProduct can energize – but be 3. Poor relationship w/MD

7. Mass communication will resonate

CONFIDENTIAL INFORMATION - Not for Distribution

• More likely to describe

Busy Working Moms & Dads,

• Moderate overall health (2.8 out of 5)

Treatment Goal = Return to Person They Were Before Depression

Most active in searching for health info, as they believe it is their

• Most comfortable with pharma initiatives

My depression was triggered by a major life event. I

2. Promote, “helps you get back to life” 2. Most see a PCP

3. Leverage quick onset 3. Believes depression was triggered and can be

5. Capitalize on high frequency of PCP and psych

6. Communicate by mail (CRM)

CONFIDENTIAL INFORMATION - Not for Distribution

• More likely to describe

• Poor to average health (2.9 out of 5)

Treatment Goal = Improve How Feel About Self

• Moderate proactivity in researching

• Lower reactions to pharma initiatives

• Moderate baseline familiarity & opinion of TargetProduct

I’ve dealt with depression for a long time. I know

CONFIDENTIAL INFORMATION - Not for Distribution

• There are no self-reported

Average Working Guys & Gals

• Moderate/average health (3.1 out of 5)

Treatment Goal = Improve How Feel About Self

• Least likely segment to actively search health info

• Least likely to register to receive info

• Uncomfortable with pharma initiatives and websites

• Least familiar with all depression meds, ranging from traditional

The onset of my depression was several years ago