Evofem Biosciences, Inc. · OTC:EVFM
Evofem Biosciences — IPO Roadshow (May 2018)
25 slides from Evofem Biosciences's IPO roadshow presentation, May 9, 2018
Slide 1: Filed pursuant to Rule 433 Registration Statement No. 333-224190
Filed pursuant to Rule 433 Registration Statement No. 333-224190 May 9, 2018
Slide 2: Offering notice and forward-looking statements
The following presentation was made available in connection with an offering of securities by Evofem Biosciences, Inc. (the “Company” or “Evofem”) but was not prepared in contemplation of the offering. The presentation should be viewed only in connection with the Company’s registration statement on
Slide 3: Amphora Go-To-Market Strategic Initiative
Amphora Go-To-Market Strategic Initiative Establish Amphora as the choice for women looking to supplement, women doing NOTHING, and women leaving hormonal contraception Brand Promise| Market Insights | Segmentation | Sales | Reimbursement | Payers
Slide 4: Brand Promise: Intimate, Done Her Way
: Brand Promise Intimate, Done Her Way Brand Narrative (11.6.15) It has been years since there has been a true, new contraceptive innovation for HCPs to offer women. All current options are riddled with compromises. A woman either has to accept taking a pill every day and having added hormones in her
Slide 5: Amphora Brand Personality Traits
: Brand Personality Smart: I’ve worked hard to understand just how things work and would be happy to share that knowledge for your benefit. Sexy: I never feel more desirable then when I’m feeling good about myself…and that’s when I want to share that feeling with someone special. Sassy: I’m fabulous
Slide 6: HCP and Patient Insight
HCP INSIGHT: Apathy If my patient is happy on their birth control then I’m happy; but all the current options have some trade-off for her that I often have to hear about. PATIENT INSIGHT: Dissatisfaction I don’t see why my only birth control options all involve having to put something extra into my
Slide 7: Amphora Market Insights Summary
Amphora® Market Insights Summary ~64M women of child bearing age (15-44) in the US2 Approximately 43M women in the US are sexually active and potential Amphora targets2 45% of pregnancies are unintended3 Research shows 8.6M US women using some form of non-prescription contraception, such as condoms,
Slide 8: 16.5M women use nothing to prevent pregnancy
16.5M women USE NOTHING to prevent pregnancy and yet do not desire to become pregnant1 Market research has indicated that the lack of a non-hormonal method leaves millions of women with no true options in birth control Side effects from hormonal birth control and sexual dissatisfaction with the cond
Slide 9: Market Map: Contraceptive Methods, US Females 15-44
Primary quantitative market research conducted in the US to develop consumer segments which are projectable to Potential Amphora Targets (in light blue) There are ~64M women in the US between the ages of 15-44; ~43M are potential targets for a new contraceptive Potential Amphora Targets Non-Targets
Slide 10: Primary market research on potential Amphora targets
Primary market research focused on potential targets for Amphora – all women who were able to become pregnant but not currently seeking children Note: Segment sizes weighted to reflect target universe Source: US Primary MR with Consumers, 2016; N=287 “Supplementers” (28% of respondents) Highly engag
Slide 11: Supplementers, Alternatives, Currently Satisfied segments
Supplementers Alternatives Currently Satisfied % Of all respondents 28% of market 30% of market 42% of market Key Takeaways More likely using Rx contraceptive (often OC) Relatively satisfied with current contraceptive High interest in Amphora as add-on method Often past Rx users (OCs) Non-Rx users,
Slide 12: Most Common Reasons for Selecting Current Contraception
Source: D6; n = 287 D6. Why did you decide to use your current approach to preventing pregnancy? Most Common Reasons for Selecting Current Contraception (selected up to 3 reasons) These differences reflect the different benefits the high interest segments desire from Amphora. The high-interest segme
Slide 13: Attitudes Towards Contraception Selection
Source: D12; n = 287 D12. Please rate your level of agreement with each of the following statements. Attitudes Towards Contraception Selection with Greatest Differences . . . Alternatives are more likely to be unhappy with their current contraception and concerned with hormonal side effects. . . Cur
Slide 14: Attitudes Towards Contraception Selection (2 of 2)
Source: D12; n = 287 D12. Please rate your level of agreement with each of the following statements. Attitudes Towards Contraception Selection with Greatest Differences (2 of 2) I am comfortable using contraceptives that contain hormones. I talk in depth with my doctor about my contraceptive choices
Slide 15: Segments have different needs but common desire for control
In turn, the two segments have different functional needs, the they have a common end-benefit of wanting more control Supplementers Alternatives Control over when, where, and how they use contraception Functional Benefit End Benefit On-Demand Non-hormonal FDA Approved Seeking more efficacy than cond
Slide 16: Evofem Biosciences
E¥OFEM BIOSCIENCES
Slide 17: Optimize OBGYN coverage and construct sales organization
Optimize Deciles 6-10 OBGYN coverage at the prescribed reach and frequency 98% of total prescriptions of the top 10K writers in the oral contraceptive marketplace come from OBGYNs2 Top 85% of new prescription HCPs in the Oral Contraceptive market (Deciles 6-10)2 Deciles 6-10 OBGYN average 591 new co
Slide 18: Evofem Biosciences
E¥OFEM BIOSCIENCES
Slide 19: Direct To Consumer Plan of Action
Plan of Action Initiated DTC 6 – 9 months post Amphora launch in order to condition the healthcare providers prior to advertising Digital online emphasis Development of brand ambassadors through social media Metrics focused strategy for maximum reach based on target consumer demographics and search
Slide 20: Amphora Consumer Journey
Amphora Consumer Journey Friends Google 3rd Party Sites Branded Site Discusses lifestyle, preferences – makes recommendation Asks about Amphora® Discusses other BC options Both Agree on Amphora PHYSICIAN/ PATIENT COUNSELING DISCUSSION Schedules a OB/GYN Appointment HCP Writes Rx Rx Filled by Patient
Slide 21: Generating brand awareness through targeted social media
Generating brand awareness through relevant, targeted social media (DTC) platforms as illustrated from the clinical trial promotional efforts Women on Top Morning “After” $100.20 CPA REACH 8.9M IMPRESSIONS 52.6k LINK CLICKS Facebook Website 2.2M Conversions $1.89 CPLC REACH 3.3M REACH 1.7M 15.2M IMP
Slide 22: Amphora social media advertising campaign illustration
Data Source : Society AMPOWER Social Media Report - March 2018 Illustration of Amphora social media advertising campaign to drive awareness and enrollment of the clinical trial
Slide 23: Market Access Strategy
CP “oe FOO g 7 4900 4499 6 r) Market Access Strategy E¥OFEM BIOSCIENCES
Slide 24: Amphora and Affordable Care Act (ACA)
“Private health plans must provide coverage for a range of preventative services and may not impose cost-sharing (such as co-pays, deductibles, or co-insurance) on patients receiving these services. These preventative services include all FDA-approved contraceptives for women – 18 distinct methods h
Slide 25: Market Access Strategy
Leverage Affordable Care Act mandate to achieve high levels of access Establish distribution through 3PL Partner and key wholesaler networks to reach all retail channels Announce and message product to Market Access target audience Demonstrative Amphora’s value proposition to payer decision makers K