TAILIEUCHUNG - Via Electronic Transmission

For marketing to be successful, it must create a desire for a product. a marketer, therefore, needs to understand: a) current consumer perceptions of the product and what must be overcome to improve those perceptions, b) what price/value equation will have the most appeal, c) who do consumers believe to be credible sources of product information, and d) where to place this key information in the form of promotion, advertising, etc., so that it will reach the right consumer target. When all of these elements are successfully integrat- ed, marketing connects with the consumer and builds desire for the product,. | Elnittd sStares enatt ỨGMMiriítON flNiWCf Washimgtok. nc ỈOSIO-ỀĨOO August 12 2009 Via Electronic Transmission The Honorable Herb Kohl Chairman United States Senate Special Committee on Aging Washington DC 20510 Dear Chairman Kohl The United States Senate Committee on Finance Finance has jurisdiction over the Medicare and Medicaid programs and accordingly a responsibility to the more than 100 million Americans who receive coverage under these programs. As Chairman and Ranking Member of the Finance Committee we have a duty to protect the health of all Americans and safeguard taxpayer dollars authorized and appropriated by Congress for health programs. On August 5 2009 you sent us a letter requesting documents related to continuing medical education CME and other issues regarding the relationship between industry and academia. We are attaching several documents to this letter that are responsive to this request with the understanding that these documents are now public. Thank you for your attention to this matter and dedication to transparency. If you have any questions please do not hesitate to contact Christopher Law with Senator Baucus or Paul Thacker with Senator Grassley at 202 224-4515. Sincerely Max Baucus Chairman Charles E. Grassley Ranking Member Lexapro Documents CME Payments Payments to Professional Societies Payments for Studies Payments to Physicians Lexapro FY04 Marketing Plan Confidential .

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