MARK EDELSTEIN CONSULTING, INC'

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MARK EDELSTEIN CONSULTING, INC.

• AN INTRODUCTION AND OVERVIEW
• 2005

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ABOUT MARK EDELSTEIN CONSULTING, INC.

• Founded by Mark Edelstein in July 2001
• Vision
• Empowering Marketing Research for World-Class
  excellence
• Guiding Principle
• Commitment to, and passion for raising the
  standards, excellence and impact of Marketing
  Research through everything we do

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ABOUT MARK EDELSTEIN CONSULTING, INC.

• MECI Mission
• To partner with Global Healthcare companies who
  are passionate to have Marketing Research
  individuals and departments earn and keep a "Seat
  at the decision-making table

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ABOUT MARK EDELSTEIN CONSULTING, INC.

• MECI Goal
• To successfully build and continuously support
  client expertise (the art, attitude, and science)
  in the day to day practice of Marketing Research
  - at all times aligned with, and focused on
  business goals, strategies, and resource
  constraints
• To empower MR to make one plus one equal three

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ABOUT MARK EDELSTEIN CONSULTING, INC.

• MECI Approach
• To move the functional bar even further by
  integration and sharing of ideas, programs, and
  staff from a multi-functional perspective
• To overcome the Silos
• To strengthen internal client and colleague
  partnerships and teams throughout the
  organization
• To develop strategic alliances between clients
  and external database / marketing research
  agencies

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ABOUT MARK EDELSTEIN CONSULTING, INC.

• MECI Approach
• Consultative, Customized and Individualized
• To benchmark and apply lessons learned from the
  Marketing Research success and failures of others
  within the client company, across the Pharma
  industry, from B to B and Consumer industries,
  and from Academia

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Our Therapeutic Experience

• ADHD
• Anti-Infectives
• Arthritis
• Asthma/COPD
• Bipolar Disease
• Cardiovascular
• Dermatology
• Epilepsy
• Facial Injectables

• GI Market
• HIV/AIDS
• Migraine
• Muscle Relaxant Market
• NSAID Market
• Oncology
• Schizophrenia
• Sedative/Hypnotics
• Urinary Incontinence

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Our Recent Clients

• Abbott Laboratories
• G S Research
• Inamed Corporation
• Medical Marketing Studies, U.S.
• Merck and Company, Inc.
• Schwarz Pharma
• Oasis Marketing Partners
• Scott Lauder Associates

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Our Services

• Provide strategic MR Program design, budgeting,
  optimization and short-term project/staff
  management
• Enhance Marketing Research Department strategies
  and tactics through Best Practices initiatives

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Our Services

• Support the unique professional development needs
  of both junior and more seasoned marketing
  researchers and their internal clients
• Supplement the theory and science of database and
  methodology-focused external training seminars
• Provide individualized staff and department-wide
  hiring, orientation, training coaching programs
  stressing the practice of MR excellence
• Marketing Research 101 for Marketing, Sales and
  Finance

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Our Services

• Help companies create internal demand for, and
  support development of integrated Knowledge
  Repository process
• Teach researchers the process of mining the
  data, integrating and building on insights from
  the ever-growing body of data available from
  primary, secondary, and syndicated research, as
  well as human capital resources
• Bridge the silos of information
• Identify, recommend and partner with Best in
  Breed intelligence and data research vendors

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Our Successes

• Business and Strategy Development
• Marketing Plan development support
• Situation Analyses
• Commercial Viability / Market Valuations /
  Forecasting
• Global Positioning, Pricing and Segmentation
  Strategy Research
• Branding and Messaging Research
• Packaging Research
• Special Audiences (KOL, Advocate, Patient, Payer
  Research)

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Our Successes

• Competitive Insights Analysis
• Internal needs assessment, SWOT Analyses, War
  Gaming, Market Opportunity and Global Market
  Structure Assessments
• Data Mining and Knowledge Integration to capture
  and build on insights from prior research and
  resources already available
• On-going and ad-hoc CI efforts
• Performance Tracking Reports and Dashboard
  Summaries
• Business-focused, issues-driven insight,
  recommendations, implications from all research

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Our Successes

• Global Project Management
• Research Plans
• Staffing Budget Development
• Optimization and Selling
• Management and Tracking
• Staff hiring, training and development,
  orientation, coaching, and career development
• Best-in-Breed Vendor identification, evaluations,
  and selection process

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Our Approach to Project Out-Source Management

• Consultative
• Customer-Focused
• Creative and Clever
• Customized
• Clear
• Communicate Regularly
• Committed

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Is Mark Edelstein Consulting Right for You?

• Whats keeping you up at night?
• What are your immediate needs and objectives?
• What are your longer-term strategic business and
  development goals?
• What specific support are you looking for? Over
  what timeframe?
• What skill set will ensure your success?
• What work and communication style will ensure
  acceptance and success within your work
  community?
• What are your companys experiences working with,
  and expectations from an independent consulting
  partnership?

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About Mark Edelstein

• Marketing Research Consultant, Professional
  Development Coach, and Department Strategist
• Active champion for global Pharma MR function for
  20 years
• 15 years on client side with Merck, Searle,
  Abbott, and Pharmacia
• Began career as practicing Chemical Engineer with
  PG and FMC
• Learned art and skill of problem solving, project
  management, and critical importance of
  collaborative work relationships

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About Mark Edelstein

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

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About Mark Edelstein

• Professional Passions
• Coaching, mentoring and professional development
  of marketing researchers
• Empowering researchers to get it - to
  recognize, train for, and actively practice the
  proactive, strategic, and innovative role they
  play as business, product and market experts
  throughout the organization
• Empowering Marketing Research to beThe place to
  be rather than The place to be from

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About Mark Edelstein

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