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-Campaign yields 11 percent response rate in first two weeks*

Leading pharmaceutical company AstraZeneca (NYSE: AZN) has broken through the clutter with an innovative digital iKyp webkey campaign connecting physicians with helpful information and resources about ZOMIG® (zolmitriptan) migraine relief medication. The direct marketing program, developed by Digitas Health in collaboration with Kyp Systems, Inc., is the first program of its kind to be used in the US by a pharmaceutical company.

The iKyp webkey was mailed to physicians in mid-June, and within five days physicians began utilizing the device.* This immediately fulfilled the project’s goal, which was to test a new and interesting way to reach physicians.

"We are always looking for ways to appeal to health care professionals with useful and relevant information the way they want to receive it, and this innovative campaign fit what we were seeking. We are the first pharmaceutical company to utilize the iKyp webkey technology in a US campaign of this kind and scale,” said Paul DiMattia, Executive Director Commercial Operations at AstraZeneca. “After we experienced the iKyp webkey technology with a small project for another brand, we were immediately driven to utilize this technology for ZOMIG.”

Selected physicians were sent a ZOMIG “Power Key” box containing a custom-designed iKyp. This guide uses interactive knowledge wheels and expanding inserts to engage physicians with information about ZOMIG. The mailer’s highlight is Kyp’s patented and recently launched iKyp webkey, a breakthrough USB-style device that seamlessly connects users to a protected Web site where they could access product information and resources, as well as order product samples.

“AstraZeneca and Digitas Health are thought leaders by being the first to leverage the power of our iKyp webkey application in the pharmaceutical market,” said Lou Vastardis, president of US operations, Kyp Systems. “The iKyp allows marketers to quickly educate physicians or patients while also connecting them online to deeper user experiences that can be personalized and measured using our technology.”

* Results are sourced from Kyp Systems.

About ZOMIG® (zolmitriptan)

The ZOMIG brand is currently marketed in three dosage forms: ZOMIG (zolmitriptan) Tablets (5 mg and 2.5 mg), ZOMIG-ZMT® (zolmitriptan) Orally Disintegrating Tablets (5 mg and 2.5 mg), and ZOMIG (zolmitriptan) Nasal Spray (5 mg).

ZOMIG is indicated for the acute treatment of migraine with or without aura in adults.

ZOMIG is not intended for the prophylactic therapy of migraine or for the use of the management of hemiplegic or basilar migraine.

ZOMIG should not be taken by patients who have heart disease, history of, or risk factors for hearth disease, uncontrolled high blood pressure, circulation (blood flow) problems, or have had a stroke.

ZOMIG should not be taken by patients who are pregnant, planning to become pregnant, or breastfeeding because ZOMIG may not be right for them.

ZOMIG, like other triptans, may be associated with a potentially life-threatening condition called serotonin syndrome, mainly when taken together with certain antidepressants.

Phenylketonurics: ZOMIG-ZMT® (zolmitriptan) Orally Disintegrating Tablets contain phenylalanine, a component of aspartame.

Safety and effectiveness of ZOMIG in pediatric patients have not been established.

The most common side effects reported by patients in clinical trials with ZOMIG® Nasal Spray include unusual taste, tingling sensation, skin sensitivity, and dizziness.

The most common side effects reported by patients in clinical trials with ZOMIG® Tablets and ZOMIG-ZMT include dizziness; tightness, pressure, pain in the neck, throat, or jaw; fatigue; tingling; drowsiness; and nausea.

ZOMIG and ZOMIG-ZMT are registered trademarks of the AstraZeneca group of companies.266445 8/08