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The World’s Premier Pharmaceutical Marketing Event ™
4
Presented by
EARLY REGISTRATION
EXTENDED
TO MARCH 31ST!
Keynote Speakers:
Paulo Costa
President & CEO
NOVARTIS
PHARMACEUTICALS
CORPORATION
Peter J. Pitts
Associate Commissioner
for External Relations
U.S. FOOD & DRUG
ADMINISTRATION
Tony Zook
Senior Vice President
Commercial Operations
ASTRAZENECA
Speaker Highlights:
Steve Stefano
Senior Vice President
Managed Markets & NeuroHealth
GLAXOSMITHKLINE
ACHIEVING SUPERIOR
PRODUCT & FRANCHISE PERFORMANCE
Pre-Launch c Launch c Post-Launch
Cavan Redmond
Executive Vice President &
General Manager, Biopharma
WYETH
Cynthia Hogan
Senior Vice President
Ophthalmics
NOVARTIS
May 25-27, 2004
Wyndham Franklin Plaza Hotel, Philadelphia, PA
Premier Sponsors:
Sarah S. Harrison
Vice President
Customer Strategy Integration
ASTRAZENECA
Jack Bailey
Vice President
Business to Business
ELI LILLY & CO.
Sponsoring Media Partner:
GRAY CONSULTING, INC
Supporting Association:
To Register, Call 888-622-6611
c
www.WCPM2004.com
Dear Pharmaceutical Marketing Executive,
Never before have pharmaceutical marketing challenges been so intense and the stakes so high.
Pharmaceutical marketing teams are under unprecedented pressure to do more with less, to deliver measurable
returns on investments, to ensure regulatory compliance and to provide greater value to all customers.
To help you reach your business goals in this complex environment, we are pleased to present the 2004
World Congress on Pharmaceutical Marketing, designed to address the critical challenges that industry
executives face today, including fresh analyses of progressive marketing strategies, tactics, and best practices to
optimize performance throughout the product lifecycle.
Developed with the editors of Pharmaceutical Executive, the industry's leading marketing and business
strategy publication, the event combines high-caliber, substantive programming with a distinguished faculty of
industry executives and world-class networking opportunities with the pharmaceutical marketing leaders of
today and tomorrow.
Bringing together hundreds of pharmaceutical marketing, sales, product management and medical affairs
executives under one roof, the event features 100+ speakers, 6 pre-conference workshops and 3 concurrent
tracks categorized by lifecycle stage — Pre-Launch, Launch and Post-Launch. The program will have a special
emphasis on overcoming obstacles and maximizing opportunities in the following areas:
• Pre-Launch Marketing
• Product Launch/
Speed to Peak Sales
• Lifecycle Management
• Branding & Positioning
• Formulary Status/
Positioning
• DTC/DTP Promotion
• Professional Promotion • Sales Force Effectiveness/
Physician Access
• Managed Markets
• Competitive Intelligence
Marketing
• Medical Education/CME
Don’t miss the chance to glean valuable insights on industry trends, strategies and case studies to give your
team and your product or franchise maximum competitive advantage. We look forward to welcoming you and
your team to this vital industry event in May!
Sincerely,
Yvonne Honigsberg
Executive Event Director
World Congress on Pharmaceutical Marketing
Distinguished Advisory Board:
Tom Albright
Vice President
Botox Global Marketing
ALLERGAN
Maureen Doyle-Scharff
Executive Director
Professional Alliances
JOHNSON & JOHNSON
Joanna Breitstein
Senior Associate Editor
PHARMACEUTICAL EXECUTIVE
Jeanne Fitzgerald
Senior Director
Marketing Operations
AMGEN
Patrick Clinton
Editor-in-Chief
PHARMACEUTICAL EXECUTIVE
Lance J. Colwell
Associate Director, Marketing
PURDUE PHARMA
Jill DeSimone
Vice President
Specialty & Hospital Sales
BRISTOL-MYERS SQUIBB
2
Sarah S. Harrison
Vice President
Customer Strategy Integration
ASTRAZENECA
Steve Heller
Vice President
Oncology/Virology
New Product Development
JOHNSON & JOHNSON
Shabnam Kazmi
Director, Oncology Marketing
SANOFI-SYNTHELABO
Sibyl Shalo
Senior Editor
PHARMACEUTICAL EXECUTIVE
Mark Kershisnik
Executive Director
Global Marketing Planning
ELI LILLY & CO.
Françoise Simon
Professor
COLUMBIA UNIVERSITY
BUSINESS SCHOOL
François Nader, MD
Senior Vice President
Medical Affairs
AVENTIS
Mitch Tull, RPh
Marketing Advisor
Lilly Marketing Institute
ELI LILLY AND CO.
Cavan Redmond
Executive Vice President &
General Manager, Biopharma
WYETH
Ceci Zak
Director of
Customer Marketing
ROCHE
Who Will Attend ?
Pharmaceutical and biotechnology industry
executives involved in marketing, sales, promotion, product and brand management, including
Vice Presidents, Directors, Managers of:
a Marketing
a Sales
a Professional Affairs
a Advertising
a Product Management
a Brand Management
a DTC Advertising
a Promotion
a Patient Education/Ally Development
a eMarketing
a Media/New Media
a Medical Education/CME
a Patient Compliance & Persistency
a Therapeutic Franchise Management
a Managed Care/Managed Markets Marketing
a New Product Development
a Customer Relationship Management (CRM)
a Medical Affairs
a Market Research
a Pharmacy Benefits Management
a Commercial Operations
a Public Relations/Communications
a Strategic Planning
a Business Development
a Regulatory Affairs/Compliance
Also Valuable to : Consultants, marketing,
advertising and PR agencies, promotional
products vendors, marketing and sales technology vendors, hotel/meeting space providers,
CME providers, CRM vendors, software
vendors, technology integrators, and other
providers of relevant services or products.
Anticipated Audience Profile:
Product/Brand
Management
28%
Marketing
Management
25%
Professional Affairs/Medical Education 10%
DTC/Advertising & Promotion 10%
Sales Management 7%
Corporate Management 6%
Medical & Clinical Affairs 6%
Public Relations 4%
Other 4%
Exclusive Networking
Receptions at the WCPM
We recognize that many of the most valuable encounters
and discussions at conferences take place off-line during
session breaks and at evening receptions. That’s why
we’ve designed the program with ample time for breaks
and high-quality networking receptions.
Tuesday, May 25, 2004 5:30-7:00 pm
OPENING NIGHT RECEPTION
Sponsored by
Join us for cocktails and hors d’oeuvres served in
an atmosphere conducive to friendly and productive
networking for pharmaceutical executives. Enjoy the
chance to exchange knowledge, business cards and
cordial conversation with your industry colleagues.
Wednesday, May 26, 2004 5:30-7:00 pm
COCKTAILS AND MEET THE PRESS RECEPTION
Take advantage of the unique opportunity to meet the
editors of Pharmaceutical Executive, including Patrick
Clinton, Editor-in-Chief, and editors of other leading
business and trade publications face-to-face in an
informal and relaxed setting.
TA B L E O F C O N T E N T S
Welcome Letter and Distinguished Advisory Board
........ 2
Who Will Attend; Networking Receptions
........ 3
Agenda-at-a-Glance
........ 4, 5
Keynotes & Plenary Sessions
........ 6, 7
Pre-Launch Track Sessions
........ 8
Launch Track Sessions
........ 9
Post-Launch Track Sessions
........ 10
Premier Event Sponsors
........ 11
Pre-Conference Workshops
........ 12, 13
Premier Exhibitors, Media Partners, Supporting Associations
........ 14
Registration, Travel & Venue Information
........ 15
Event Registration Form
........ 16
Agenda-at-a-Glance
Tuesday, May 25, 2004
— PRE-CONFERENCE WORKSHOPS — SEE PAGES 12 & 13
Wednesday, May 26, 2004
MAIN CONFERENCE
7:00-8:00
Conference Registration & Welcoming Breakfast
8:00-8:15
Chairperson’s Welcome & Opening Remarks — Sarah S. Harrison, VP, Customer Strategy Integration, ASTRAZENECA
8:15-9:00
Keynote Address: Advancing Americans’ Health Through 21st Century Marketing Strategies
Peter J. Pitts, Associate Commissioner for External Relations, U.S. FOOD AND DRUG ADMINISTRATION
9:00-9:45
Keynote Panel: Delivering on Pharma’s Value Proposition
Moderator: Steve Stefano, SVP, Managed Markets and NeuroHealth, GLAXOSMITHKLINE
Panelists: Jack Bailey, VP, Business to Business, ELI LILLY
Carolyn R. Glynn, VP, Public Affairs, ROCHE — invited
9:45-10:30
Refreshment & Networking Break — Exhibit Hall Open
10:30-11:30
Executive Panel: Feet to the Fire: Sustaining Profitability and Ensuring Marketing Compliance
in the Face of Scrutiny from FDA, OIG, DOJ, and Others
Moderator: Wayne Pines, President, Regulatory Services and Healthcare, APCO WORLDWIDE
Panelists: Minnie Baylor-Henry, RPh, JD, VP, Medical & Regulatory Affairs, MCNEIL CONSUMER & SPECIALTY PHARMA
Geoffrey M. Levitt, VP & Chief Counsel, Regulatory & Research, WYETH
Edward Miller, Assistant General Counsel, Chief Compliance Officer, BOEHRINGER-INGELHEIM
11:30-12:30
Executive Panel: How Changes in Medicare Will Transform Big Pharma As We Know It
Presenter: Dan Mendelson, President & Founder, HEALTH STRATEGIES CONSULTANCY
Moderator: Sander A. Flaum, Managing Partner, FLAUM PARTNERS, INC.
Panelists: John F. Del Giorno, JD, VP, State Government Affairs, GLAXOSMITHKLINE
Arthur J. Hiller, SVP, Global Strategic Marketing, MILLENNIUM PHARMACEUTICALS
Michael D. Loberg, PhD, President and Chief Executive Officer, NITROMED, INC.
12:30-2:00
2:00-2:45
Luncheon for Attendees & Speakers — Luncheon Address: Tony Zook, SVP, Commercial Operations, ASTRAZENECA
Track A Pre-Launch
Lifecycle Management: Do It Early or Do It Often
Shawn O’Brien, VP, Commercial Operations, Emerging Brands, ASTRAZENECA
Track B Launch
Behavioral Segmentation—Beyond Sales Force Effectiveness
Moderator: Paul Skinner, General Manager, Data and Analytics Division, DENDRITE INTERNATIONAL
Track C Post-Launch Maximizing Marketing ROI: Measuring Performance and Adjusting Resource Allocation Strategies
Erwin Ephron, Partner, EPHRON, PAPAZIAN & EPHRON
Sunil Garga, President and CEO, MMA
Paul Silverman, Director, Media Services, NOVARTIS
2:45-3:30
Track A Pre-Launch
Developing a Product Profile to Ensure Differentiation and Deliver Enduring Value
Moderator: Neil Matheson, CEO, AXIS HEALTHCARE
Panelists: Lance Colwell, Associate Director, Marketing, PURDUE PHARMA
Josh Schafer, Senior Manager, New Product Planning, TAKEDA PHARMACEUTICALS
Track B Launch
Ready to Launch: Keys to Maximizing DTC Effectiveness at Launch
Jay Bolling, President, ROSKA DIRECT
Michele Dahan, Operations Manager, Relationship Marketing, PFIZER
Track C Post-Launch Making Mature Products Prosper: Reinvigorating an Older or Underperforming Brand
Jennifer Stahl, Director, Anti-Infective Marketing, BAYER
3:30-4:15
Refreshment & Networking Break — Exhibit Hall Open
4:15-5:15
Track A Pre-Launch
Keys to a Successful Launch in Managed Markets: Maximizing Partnerships Between Stakeholders
Moderator: Marcus Wilson, PharmD, President and CEO, HEALTH CORE
Panelists: Steve Lo, Senior Director, Managed Care, GENENTECH
Ceci Zak, Director of Customer Marketing, ROCHE
Track B Launch
Maximizing Sales and Marketing Meetings for the Spectrum of Pharma’s Audiences
Lisa Becker, PFIZER —invited
Lance Converse, CEO, ePHARMALEARNING
Scott Gray, President, GRAY CONSULTING
Track C Post-Launch Moving Your Cross-Functional Team to the Next Level of Performance
Howard Guttman, Principal, GUTTMAN DEVELOPMENT STRATEGIES
Robert Hoffman, EdD, Executive Director, Organizational Development, NOVARTIS
5:30-7:00
Evening Cocktails & Meet the Press Reception
Thursday, May 27, 2004
MAIN CONFERENCE
7:00-8:00
Continental Breakfast
8:00-8:15
Chairperson’s Opening Remarks — Patrick Clinton, Editor-in-Chief, PHARMACEUTICAL EXECUTIVE
8:15-9:00
Keynote Address
Paulo Costa, President and CEO, NOVARTIS PHARMACEUTICALS CORPORATION
9:00-9:45
Outcomes-Based Marketing: Pharma’s New Burden of Proof
Moderator: Marcus Wilson, PharmD, President and CEO, HEALTH CORE
Panelists: Tom Albright, VP, Botox Global Marketing, ALLERGAN
François Nader, MD, SVP, Medical Affairs, AVENTIS
Kay Scanlan, Director of Reimbursement Strategy, BIOGEN-IDEC
9:45-10:30
Refreshment & Networking Break — Exhibit Hall Open
10:30-11:15
The New Branding Model: From Blockbusters to Targeted Therapies
Moderator: Françoise Simon, Professor, COLUMBIA UNIVERSITY BUSINESS SCHOOL
Panelists: Julia Brown, Executive VP, AMYLIN PHARMACEUTICALS
Cynthia Hogan, SVP, Ophthalmics, NOVARTIS
Neil Levine, Senior Director, Ophthalmology and Endocrine Care, PFIZER
11:15-12:00
Beyond the Arms Race: The Changing Face of the Sales Force—Implications for the Future
Cavan Redmond, Executive VP and General Manager, Biopharma, WYETH
Jill DeSimone, VP, Specialty & Hospital Sales, BRISTOL-MYERS SQUIBB
Charles T. Saldarini, Vice Chairman and CEO, PDI
12:00-12:45
Leveraging Marketing to Win Licensing and Business Development Deals
Moderator: Stan Bernard, MD, President, BERNARD ASSOCIATES
Panelists: Gary Cupit, PharmD, VP, Global Business Development & Licensing, NOVARTIS
Ngozi Edozien, VP, Planning & Business Development, PFIZER — invited
Vlad Hogenhuis, MD, Executive Director, New Product Marketing, MERCK
12:45-2:00
2:00-3:00
Luncheon for Attendees & Speakers
Track A Pre-Launch
Building Better Brands Through Effective Publication Planning: Targeting, Timing and Value
Elizabeth M. Mutisya, MD, Senior Director/Clinical Leader, JOHNSON & JOHNSON
Marsha Scott, PhD, VP, Director of Scientific Services, PHASE FIVE COMMUNICATIONS
Track B Launch
Ensuring CME Value, Effectiveness and Compliance: What Every Marketer Needs to Know
Maureen Doyle-Scharff, Executive Director, Professional Alliances, JOHNSON & JOHNSON
Dave Riccio, Senior Product Manager, UCB PHARMA
John Mooney, Chief Executive Officer, PRI-MED
Track C Post-Launch
The Next Frontier of DTC: From Advertising to Education
Ray Sacchetti, Senior Director of Anti-Infective Marketing, BRISTOL-MYERS SQUIBB
Phyllis Woolley-Roy, Consumer Brand Director, ASTRAZENECA
3:00-3:30
Refreshment & Networking Break — Exhibit Hall Open
3:30-4:30
Track A Pre-Launch
Best Practices in Partnering with Patients and Patient Advocacy/Support Groups
Diane Blum, Executive Director, CANCER CARE
Nancy Holland, EdD, RN, VP of Clinical Programs, NATIONAL MS SOCIETY
Shabnam Kazmi, Director, Oncology Marketing, SANOFI-SYNTHELABO
Track B Launch
Arming Your Sales Force with Competitive Intelligence to Enhance Launch Success
Moderator: Steve Levy, Managing Director, FLETCHER/CSI
Track C Post-Launch
Integrating New Media Tactics with Existing Marketing Programs
Elizabeth W. Boehm, Senior Analyst, Healthcare and Life Sciences, FORRESTER RESEARCH
4:30
Conference Concludes
5
Keynotes & Plenary Sessions
Wednesday, May 26, 2004
7:00-8:00
Conference Registration & Welcoming Breakfast — Sponsored by Axis Healthcare
8:00-8:15
Chairperson’s Welcome and Opening Remarks
Sarah S. Harrison, Vice President, Customer Strategy Integration, ASTRAZENECA
Event Co-Chairperson
8:15-9:00
Keynote Address:
Advancing Americans’ Health Through 21st Century Marketing Strategies
Peter J. Pitts, Associate Commissioner for External Relations, U.S. FOOD AND DRUG ADMINISTRATION
Peter Pitts is the senior communications advisor to the FDA Commissioner and provides executive-level policy and
program direction for FDA’s interactions, information exchanges, and liaison activities. He supervises FDA’s Office of Public
Affairs, Office of the Ombudsman, Office of Special Health Issues, Office of Executive Secretariat, and Advisory Committee
Oversight and Management Staff. His most recent book, “Become Strategic or Die,” is a study of successful leadership
based on strategic vision and ethical practice.
9:00-9:45
Keynote Panel: Delivering on Pharma’s Value Proposition
When value for healthcare dollar is measured, we know that pharmaceuticals provide good sources of value, but this
information is not always successfully conveyed to patients, providers, and payers. How can pharmaceutical companies
change the way they demonstrate value to various stakeholders? What role will pharmacoeconomic data play to this end?
How do we establish value propositions that are meaningful to customers? How can pharma ensure that it is part of the
solution to the healthcare crisis? This compelling panel discussion tackles these issues and more.
Moderator: Steve Stefano, Senior Vice President, Managed Markets and NeuroHealth, GLAXOSMITHKLINE
Panelists: Jack Bailey, Vice President, Business to Business, ELI LILLY CO.
Carolyn R. Glynn,Vice President, Public Affairs, ROCHE — invited
9:45-10:30
10:30-11:30
Refreshment & Networking Break — Sponsored by Gray Consulting
Exhibit Hall Open
Executive Panel:
Feet to the Fire: Sustaining Profitability and Ensuring Marketing Compliance in the Face of Scrutiny
from FDA, OIG, DOJ, and Others
Pharmaceutical marketers face a myriad of rules and regulations from the various components of the federal government.
This session explores not only how companies can mitigate regulatory problems, but how they ensure compliance and still
meet marketing expectations. Topics addressed include recent enforcement activities and practical tips for ensuring
compliance in the following areas: Off-label challenges, privacy, sample accountability, and DTC advertising.
Moderator: Wayne Pines, President, Regulatory Affairs & Healthcare, APCO WORLDWIDE
Panelists:
Minnie Baylor-Henry, RPh, JD, VP, Medical & Regulatory Affairs, MCNEIL CONSUMER & SPECIALTY PHARMA
Geoffrey M. Levitt, Vice President & Chief Counsel, Regulatory & Research, WYETH
Edward Miller, Assistant General Counsel, Chief Compliance Officer, BOEHRINGER-INGELHEIM
11:30-12:30
How Changes in Medicare Will Transform Big Pharma As We Know It
The pharmaceutical industry is living through a period of massive transformation, even more pressing with the advent of
a prescription drug benefit being added to Medicare in 2006, and a Medicare drug discount card that will be available this
summer. The U.S. represents the industry’s largest and most profitable market for its products. What will the impact be on
pipeline products, existing brands, switches, drug importation from Canada and generics? Join us for a candid exchange of
views on the coming changes to Medicare and how they anticipate the industry to respond.
Presenter: Dan Mendelson, President & Founder, HEALTH STRATEGIES CONSULTANCY
Moderator: Sander A. Flaum, Managing Partner, FLAUM PARTNERS, INC.
Panelists:
John F. Del Giorno, JD, VP, State Government Affairs, GLAXOSMITHKLINE
Arthur J. Hiller, SVP, Global Strategic Marketing, MILLENNIUM PHARMACEUTICALS
Michael D. Loberg, PhD, President and Chief Executive Officer, NITROMED, INC.
12:30-2:00
Luncheon
Luncheon Keynote: Lost in Translation: 5 Ways to Think Globally and Market Locally
Tony Zook, Senior Vice President, Commercial Operations, ASTRAZENECA
Tony Zook is Senior Vice President, Commercial Operations, for AstraZeneca US and leads the Commercial
organization including both Marketing and Sales operations. Mr. Zook began his sales career in 1983 at Berlex
Labs, where he held various positions, including VP of Sales. He joined Astra in 1997 as VP, Marketing and Sales. Before
assuming his current position, Mr. Zook was VP of Sales for AstraZeneca. In this position, he led a 4,000-strong sales force,
providing customers with outstanding products and services. Mr. Zook is a member of the Board for the Pennsylvania
Division of the American Cancer Society and a member of the Executive Council for the National Pharmaceutical Council.
Thursday, May 27, 2004
7:00-8:00
Continental Breakfast — Sponsored by Dendrite
8:00-8:15
Chairperson’s Opening Remarks
Patrick Clinton, Editor-in-Chief, PHARMACEUTICAL EXECUTIVE
Event Co-Chairperson
8:15-9:00
Keynote Address
Paulo Costa, President and CEO, NOVARTIS PHARMACEUTICALS CORPORATION
Paulo Costa, President and CEO of Novartis Pharmaceuticals Corporation, joined Novartis in 1999. Under his
leadership, Novartis has achieved dramatic sales growth in the U.S., the world’s largest pharmaceutical market. He
has assembled a new senior management team, building the company’s leadership capabilities to ensure a top competitive
position, and has enhanced its selling and marketing power, doubling its sales force by adding 3,000 new representatives.
9:00-9:45
Outcomes-Based Marketing: Pharma’s New Burden of Proof
The development of an enterprise-wide focus on definitive and marketable value propositions will be the single most
critical factor for the success of drug products and the development of competitive advantage. This panel addresses new
approaches and tactics that are helping companies produce product success in an outcomes-driven world.
•
•
•
•
Gain insights into the tactics that comprise the new marketing “playbook” in a value-driven world
Develop understandings of what payers, physicians, and patient communities are seeking
Learn how patient-reported outcomes can be used to improve marketing to various customer groups
Identify strategies that can help your company thrive in this new environment
Moderator: Marcus Wilson, PharmD, President and CEO, HEALTH CORE
Panelists:
Tom Albright, Vice President, BOTOX Global Marketing, ALLERGAN
François Nader, MD, Senior Vice President, Medical Affairs, AVENTIS
Kay Scanlan, Director of Reimbursement Strategy, BIOGEN-IDEC
9:45-10:30
10:30-11:15
Refreshment & Networking Break — Sponsored by Braun Consulting
Opportunity to Visit Exhibit Hall
The New Branding Model: From Blockbusters to Targeted Therapies
Portfolios are shifting toward more targeted therapies, and companies must re-deploy their sales and marketing resources to
leverage the new targeted branding model, including science-driven positioning, smaller but highly-trained sales forces
complemented by medical liaisons, close links with advocacy groups and a greater focus on online communications. This panel
discussion of industry leaders explores how post-genomic medicine is driving changes in pharmaceutical marketing and sales.
Moderator: Françoise Simon, Professor, COLUMBIA UNIVERSITY BUSINESS SCHOOL
Panelists:
Julia Brown, Executive Vice President, AMYLIN PHARMACEUTICALS
Cynthia Hogan, Senior Vice President, Ophthalmics, NOVARTIS
Neil Levine, Senior Director, Ophthalmology and Endocrine Care, PFIZER
11:15-12:00
Beyond the Arms Race: The Changing Face of the Sales Force—Implications for the Future
Cavan Redmond, Executive Vice President and General Manager, Biopharma, WYETH
Jill DeSimone, Vice President, Specialty & Hospital Sales, BRISTOL-MYERS SQUIBB
Charles T. Saldarini, Vice Chairman and CEO, PDI
The ongoing expansion of sales forces continues its upward climb despite reduced physician access and diminishing
marginal returns. Many contend that the current model is not sustainable, but what if anything is going to slow the expansion?
Will we see a downsizing of the sales force? Will sales and marketing infrastructure changes occur? How will sales
representative skill sets need to change in future? This session addresses what’s working and what isn’t in the current sales
force model and explores how sales and marketing functions may evolve in the future.
12:00-12:45
Leveraging Marketing to Win Licensing and Business Development Deals
The “New Drug Drought” is arguably the single greatest problem facing pharmaceutical companies today. This has resulted
in an explosion in development partnerships and licensing deals among pharma companies and biotech/discovery labs. The
competition for winning deals has never been greater. Pharmaceutical marketing is playing a dramatically increased role by
differentiating among potential licensing partners. As companies with promising products shop for the right pharma partner,
they carefully examine the marketing strengths and capabilities of potential partners. The marketing departments of pharma
companies must distinguish themselves. Demonstrated flexibility, superior strategies, and unique capabilities are qualities that are
going to deliver success for both parties. This interactive panel session explores the increasingly critical role of marketing in
winning deals and making licensing/business development partnerships work.
Moderator: Stan Bernard, MD, President, BERNARD ASSOCIATES
Panelists:
Gary Cupit, PharmD, Vice President, Global Business Development and Licensing, NOVARTIS
Vlad Hogenhuis, MD, Executive Director, New Product Planning, MERCK
Ngozi Edozien, Vice President, Planning & Business Development, PFIZER —invited
7
Track A Sessions — Pre-Launch
Wednesday, May 26, 2004
2:00-2:45
Lifecycle Management: Do It Early or Do It Often
Shawn O’Brien, VP, Commercial Operations, Emerging Brands, ASTRAZENECA
Diligent lifecycle strategies are essential for maximizing profitability of portfolio products, and must begin at product birth,
but how do you create a lifecycle plan when little is known about a compound? How do you avoid common pitfalls of poor
lifecycle planning? What are examples of best practices in effective lifecycle management strategies? This session addresses:
• Developing the right product and delivery profile from the start to maximize lifecycle value
• Implementing lifecycle management strategies after entry into market to enhance value
• How to resource brands toward the end of the lifecycle
2:45-3:30
Developing a Product Profile to Ensure Differentiation and Deliver Enduring Value
Moderator: Neil Matheson, CEO, AXIS HEALTHCARE
Panelists: Lance Colwell, Associate Director, Marketing, PURDUE PHARMA
Josh Schafer, Senior Manager, New Product Planning, TAKEDA PHARMACEUTICALS
The target product profile is the primary tool for product differentiation. In this session, we will discuss how to develop a
competitive product profile to guide clinical development plans, commercial activities and maximize revenue.
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•
•
Developing a competitive product profile — who owns the profile
How to gain buy-in for a product profile across marketing, clinical and regulatory
Utilizing the product profile to guide pre-launch activities
Using the product profile as the basis for product valuation and sales forecasting
3:30-4:15
Refreshment & Networking Break—Opportunity to Visit Exhibit Hall
4:15-5:15
Keys to a Successful Launch in Managed Markets: Maximizing Partnerships Between Stakeholders
Moderator: Marcus Wilson, PharmD, President and CEO, HEALTH CORE
Panelists:
Steve Lo, Senior Director, Managed Care, GENENTECH
Ceci Zak, Director of Customer Marketing, ROCHE
Pharmaceutical product success is increasingly dependent on the decision-making power of payers. Research shows that what Managed
Care Organizations and PBMs really want is products with value — and the clinical proof that demonstrates their worth. Payers are
increasingly relying on pharmacoeconomic data to guide their formulary decisions, but pharmaceutical companies are not traditionally
structured to provide that type of information. What strategies can biopharmaceutical companies implement to deliver such value
and ensure optimal formulary positioning and reimbursement? This panel discussion tackles the above topics and more, including:
• Improving the quantity and quality of outcomes data for managed markets
• Aligning the interests of patients, providers, payers and pharma
• Building partnerships that work between pharma and managed markets
Thursday, May 27, 2004
2:00-3:00
Building Better Brands Through Effective Publication Planning: Targeting, Timing and Value
Elizabeth M. Mutisya, MD, Senior Director/Clinical Leader, JOHNSON & JOHNSON
Marsha Scott, PhD, VP, Director of Scientific Services, PHASE FIVE COMMUNICATIONS
Peer-reviewed journals are an effective and permissible way for pharmaceutical companies to get product information to MDs.
Companies that get the right data in the right place at the right time can make a lasting impression on the medical community and on a
brand’s potential consumers. This panel will discuss the nuts and bolts of local and global publication planning and execution, including:
• Targeting the right audience at the right time
• Choosing and vetting the best publications
• Navigating the mandatory disclosure environment
• Data mapping: Building the research story
• Selecting a publications partner
• Keeping internal clients apprised of data and time lines
3:00-3:30
Refreshment & Networking Break—Opportunity to Visit Exhibit Hall
3:30-4:30
Best Practices in Partnering with Patients and Patient Advocacy/Support Groups
Diane Blum, Executive Director, CANCER CARE
Nancy Holland, EdD, RN, MSCN, Vice President of Clinical Programs, NATIONAL MULTIPLE SCLEROSIS SOCIETY
Shabnam Kazmi, Director, Oncology Marketing, SANOFI-SYNTHELABO
Although many pharmaceutical companies embrace opportunities to support and collaborate with patient advocacy/
support groups to improve patient and professional education and care in numerous areas, eg., disease awareness,
therapeutic options, risk management, compliance and persistency, some collaborations never reach their full potential.
This session explores opportunities for improving Pharma-Patient Advocacy/Support Group collaborations, and identifies
best practices for successful partnerships. Topics addressed include:
•
•
•
•
What to expect when working with patient advocacy groups
Clarifying goals and finding common ground
Launching effective and creative programs
Optimizing the patient advocacy/patient relations structure in your organization
Track B Sessions — Launch
Wednesday, May 26, 2004
2:00-2:45
Behavioral Segmentation—Beyond Sales Force Effectiveness
Moderator: Paul Skinner, General Manager, Data and Analytics Division, DENDRITE INTERNATIONAL
The new longitudinal data sources will create an inflection point in the operations of US Pharmaceutical sales forces.
With unprecedented capability to segment different physician behaviors, the new data creates hundreds of new business
opportunities where previously there had only been ten segments of market share deciles. The potential of the inflection
point stretches beyond the sales force and offers the opportunity to integrate the operations of sales and marketing.
Moreover, companies who fail to grasp these integration efficiencies will suffer continued decline in returns from sales force
operations. In the high performance, data-driven operations of the 2008 sales force, rapid decision making on the utility of a
sales call, with or without a sample drop, versus picking from an array of personalized marketing activities, will dominate over
reps camped in the waiting rooms of physicians. Could this ”Point of Infection“ be an opportunity for the mid-market
pharmaceutical players to dominate?
2:45-3:30
Ready to Launch: Keys to Maximizing DTC Effectiveness at Launch
Jay Bolling, President, ROSKA DIRECT
Michele Dahan, Operations Manager, Relationship Marketing, PFIZER
To maximize DTC investments, marketers must establish a relationship with prospective consumers from the start. That
means educating them and turning them into informed, action-oriented patients. This panel discussion explores how the key
to successful healthcare communication is not what DTC promotional vehicles to use but how to use them—following proven
advertising principles—across the life of the brand, with a special focus on product launch. The panel addresses how to:
•
•
•
•
Segment target audiences and determine communication frequency
Adapt core brand message to the mindset of each segment
Generate responses through targeted offers
Use unbranded peer-to-peer messages in conjunction with branded promotions
3:30-4:15
Refreshment & Networking Break—Opportunity to Visit Exhibit Hall
4:15-5:15
Maximizing Sales and Marketing Meetings for the Spectrum of Pharma’s Audiences
Lisa Becker, PFIZER — invited
Lance Converse, CEO, EPHARMALEARNING
Scott Gray, President, GRAY CONSULTING INC.
How can pharma companies' sales and marketing teams orchestrate and operate meetings so that they drive attendance,
accomplish goals, and stay in compliance, while ensuring cost-effectiveness? This session addresses how to stretch sales,
marketing and med ed dollars for effective meetings, and covers the following topics:
•
•
•
•
•
Automating key compliance points in speaker programs from both a marketing and procurement perspective
Driving cost savings in a variety of sales initiated and marketing initiated meetings
Exponentially increasing attendance in Investigator Meetings; assuring that your messaging is received and understood
Tracking auditable results from all vendors and service providers
Leveraging the value of emerging meetings management technology
Thursday, May 27, 2004
2:00-3:00
Ensuring CME Value, Effectiveness and Compliance: What Every Marketer Needs to Know
Maureen Doyle-Scharff, Executive Director, Professional Alliances, JOHNSON & JOHNSON
Dave Riccio, Senior Product Manager, UCB PHARMA
John Mooney, Chief Executive Officer, PRI-MED
Effective CME illustrates important diagnostic and therapeutic ideas in pursuit of better patient outcomes. For commercial
supporters, what does it reap and how should its value be measured? This session addresses the key levers of medical
education performance, including such topics as:
• OAG Guidelines: The spirit of the rules and the letter
• Measuring the value of med ed programs: What works and what doesn’t
• Where the priorities of physicians, patients and commercial supporters converge
3:00-3:30
Refreshment & Networking Break—Opportunity to Visit Exhibit Hall
3:30-4:30
Arming Your Sales Force with Competitive Intelligence to Enhance Launch Success
Moderator: Steve Levy, Managing Director, FLETCHER/CSI
Competitive intelligence (CI) can enhance sales force effectiveness in numerous ways. This session will cover how CI can be
used to provide your sales force with valuable insights into competitors’ product messages to physicians, understand
competitors' sales force structures, identify how doctors perceive them and their competitors and provide more accurate
forecasts of targets and goals, based on market activities. In addition, the session will cover how to provide the sales force
with “what if” scenarios on what the competition will do and how much they will spend—to pre-empt or block messages, as
well as who is spending what in the same therapeutic category.
9
Track C Sessions — Post-Launch
Wednesday, May 26, 2004
2:00-2:45
Maximizing Marketing ROI: Measuring Performance and Adjusting Resource Allocation Strategies
Erwin Ephron, Partner, EPHRON, PAPAZIAN & EPHRON, INC.
Sunil Garga, President and CEO, MMA
Paul Silverman, Director, Media Services, NOVARTIS
Pharmaceutical Marketers are increasingly pressed to make their advertising spending more cost-effective. Return on
investment (ROI) modeling, tracing the sales effects of marketing inputs, like advertising, has emerged as a powerful new
tool for doing this. This session will discuss:
•
•
•
•
2:45-3:30
What is MROI (Marketing Return on Investment) analysis?
Why has ROI modeling become the tool of choice for sophisticated marketers?
How do major advertisers like P&G, Kraft and Coca Cola, use ROI analysis to shape their consumer marketing?
What does ROI analysis tell us about how to plan advertising?
Making Mature Products Prosper: Reinvigorating an Older or Underperforming Brand
Jennifer Stahl, Director, Anti-Infective Marketing, BAYER
With shrinking pipelines and other declining revenue drivers, pharmaceutical companies are combing their portfolios in
search of opportunities to get more out of existing products and to breathe new life into older or underperforming brands.
What are the strategies that companies employ to keep older brands fresh and to boost mature brand revenues?
This session addresses:
• Alternative promotion strategies
• Strategic partnerships
• Repositioning strategies to motivate sales force and customers
• Introducing new line extensions and delivery methods
3:30-4:15
Refreshment & Networking Break—Opportunity to Visit Exhibit Hall
4:15-5:15
Moving Your Cross-Functional Team to the Next Level of Performance
Howard Guttman, Principal, GUTTMAN DEVELOPMENT STRATEGIES
Robert Hoffman, EdD, Executive Director, Organizational Development, NOVARTIS
Increasingly, the work in pharmaceutical companies is done in teams, especially global product and market platform teams
that face ambitious development and growth targets and tight deadlines. The pressure is on to ratchet up performance to
significantly higher levels. This session offers a dynamic new framework and the “how tos” for moving beyond business as
usual to create teams with the focus and drive to deliver outstanding results. You’ll come away from this interactive,
roll-up-your-sleeves session equipped to:
• Assess where your team is on the “Team Development Wheel” • Align your team with the 4 musts of high performance
• Manage conflict and create a “Board of Directors” mentality
• Develop a game plan for accelerating team performance
Thursday, May 27, 2004
2:00-3:00
The Next Frontier of DTC: From Advertising to Education
Phyllis Woolley-Roy, Consumer Brand Director, ASTRAZENECA
Ray Sacchetti, Senior Director of Anti-Infective Marketing, BRISTOL-MYERS SQUIBB
New FDA guidances calling for more “patient-friendly” language in print ads have immediate tactical implications, but also
point to more long-term changes for pharma marketing. This session will discuss how to respond to FDA’s call for more
“patient-friendly” language in print ads. When is it appropriate to make major or minor modifications to the brief summary?
How can marketers determine what will work and what won’t? Will this have a real impact on risk communication? What are
the effects on TV campaign's referrals to print ads? How can the new regulation affect creativity? The session will also cover
new opportunities in DTC disease education and unbranded promotion. What are the most effective strategies for increasing
compliance and persistancy? For integrating offline and online campaigns? For leveraging online tactics to get offline
results? Join us for a lively panel discussion of trends and opportunities in DTC.
3:00-3:30
Refreshment & Networking Break—Opportunity to Visit Exhibit Hall
3:30-4:30
PANEL DISCUSSION: Integrating New Media Tactics with Existing Marketing Programs
Moderator: Elizabeth W. Boehm, Senior Analyst, Healthcare and Life Sciences, FORRESTER RESEARCH
Pharmaceutical marketers have experimented with Internet-based marketing programs ranging from eDetailing to banner
ads to online compliance programs. As broader marketing budgets continue to face pressure, Internet strategies are rising to
the fore, but marketers face the challenge of integrating new media tactics with old media marketing programs. To succeed,
pharma marketers must import new skills in the areas of marketing planning and measurement. To examine this challenge,
this panel of industry leaders will explore the following questions:
• What are the most critical first steps in integrating marketing strategies?
• What new skills are required for integrated marketing and where will they come from?
• How can pharma firms mitigate the risk of exploring new marketing strategies without missing growth opportunities?
10
The World Congress on Pharmaceutical Marketing would like to thank our sponsors for their support and insights.
Premier Event Sponsors
To sponsor or exhibit, please contact Sheryl Amada at (212) 951–6751 or [email protected]
Gold Sponsors
Silver Sponsors
AXIS Healthcare Communications LLC provides a full spectrum of services to support the
lifecycle of your product—from Phase II to
patent expiration—at a global, regional, and local level. These
services are provided through centers of excellence in strategic
consulting, analysis and planning, medical communications,
medical education, sales training, and healthcare advertising
and promotion, and can be coordinated through a central
account management team if appropriate. Originally founded
by Neil Matheson and Lawrence J. Lesser as ApotheCom
Associates LLC in 1999, AXIS Healthcare Communications was
established as the parent holding company at the beginning of
2002. AXIS employs more than 210 people worldwide.
Braun Consulting is a strategy and technology consulting
firm that partners with clients to dramatically improve performance through enhanced customer understanding. Our Healthcare Practice specializes in helping clients in the pharmaceutical, biotech and managed care industries
to leverage the most valuable customer segments, improve marketing and sales performance, and develop the infrastructure for success in an increasingly challenging
environment. We work extensively with global companies, across the entire product
lifecycle, in multiple therapeutic areas. Founded in 1993, Chicago-based Braun
Consulting has 5 offices throughout the U.S.
Dendrite International, Inc. (NASDAQ:
DRTE) develops and delivers solutions
that increase productivity of sales, marketing and clinical
processes for pharmaceutical and other life science clients.
Founded in 1986 to provide sales force automation solutions to
the global pharmaceutical industry, the company offers Clinical,
Customer, and Brand Management, Sales Effectiveness, and
Compliance Management solutions. It provides products and
services to more than 100,000 pharmaceutical sales reps and
managers worldwide, and serves more than 150 companies,
including the top 20 pharmaceutical companies, in more than
50 countries. Headquartered in Morristown, NJ, it employs
more than 2,500 people in 23 countries. In 2003, Dendrite
recorded revenue of $321 million. For more information, visit
www.dendrite.com.
At GCI, our business is entirely focused on
meeting and event management, program
development and planning, site selection,
GRAY CONSULTING, INC
negotiation and contracting, database and
attendee management, financial/budget planning, and onsite
services. Ninety percent of our business is within the pharmaceutical industry and we completed just over 700 meetings in
2003, including Ad Boards, Speaker Training, KOL, Investigator,
and Global Senior Management. Our proprietary and patented
technologies are unique within the industry and cover a broad
range of functions from database management to our DineRx
dinner meeting/speaker program management tool. Our
Mission Statement: “to provide meeting and events project
management that exceeds the customer’s expectation of value
and service.”
Health Core is dedicated to providing real-world
health data and customized solutions to help
clients make better decisions about their products or services. Founded in 1996, the company
has unparalleled access to extensive medical
data on tens of millions of patients. Health Core’s Integrated
Research Network™ (IRN) facilitates prospective and retrospective managed care research with health plans, providers, and
plan members. Health Core’s experienced staff measures effectiveness, compliance, and safety, as well as the humanistic and
economic impact of pharmaceuticals, biotechnologies, and
devices. Using this information, Health Core experts provide
innovative insights that help clients realize dramatic increases in
growth, efficiency, and value.
PDI, Inc. (NASDAQ: PDII) is a premier healthcare
sales and marketing company headquartered in
Upper Saddle River, NJ. PDI’s mission is to leverage its pioneering outsourcing expertise into
next-generation sales and marketing services, to
promote maximum profitable brand sales growth and to deliver
superior results to our clients. As the industry leader in commercialization outsourcing, PDI’s resources are optimized to help
clients meet these challenges through marketing research and
consulting, medical education and communications, clinical
teams, and sales force solutions to match any portfolio strategy.
Grey Healthcare Group is the world’s fifth largest healthcare
communications company, comprised of 10 companies in 16
countries. GHG’s global companies and resources include
advertising, medical education, consulting, and PR. Its capabilities include professional and DTC/DTP advertising; global medical education; portfolio/lifecycle management and branding; market conditioning; e-commerce/new media programs;
consumer healthcare research; point-of-sale prescription data congress and symposia management; on-line and off-line CME accreditation; publications planning;
and contract sales. GHG uses innovative strategies and creative approaches, and
trains its teams to custom fit ideas and programs for each project. The result is faster
market uptake and loyalty, and increased market dominance for our clients and their
products around the world.
HealthEd is a unique health education agency, building brands
for major pharmaceutical manufacturers for over 20 years globally. We believe that patient education, when strategically
developed and applied, has the marketing power to build brands. This is the cornerstone of our agency, and the core belief around which we launched a brand-new
category: Educational MarketingTM. Educational Marketing™ is rooted in a philosophy built on health education, behavioral science, and strategic marketing, and leads
to tangible increases in market share and patient lifetime value. Educational
Marketing™ programs and products influence physicians to prescribe your brand
and motivate patients to take action.
Pharmacy First is the largest national network of independent
retail and regional chain pharmacies in the United States. With
over 3,000 pharmacies currently participating in 47 states, the
network currently processes over 100 million prescription transactions annually, representing more than $7.5 billion in combined prescription sales. As a "virtual chain"
of retail pharmacies, Pharmacy First successfully and consistently demonstrates the
ability to increase patient utilization of brand name chronic-care drugs. The network's
patient adherence programs work to increase therapy days and maximize a prescription's total yield, resulting in terrific ROI ratios for brand managers while improving therapeutic outcomes for patients.
PPD Development, the clinical research operating subsidiary of
PPD, Inc., is a provider of development services for pharmaceutical, biotechnology and medical device companies. With global infrastructure, dedicated project teams, cross-functional therapeutic units and innovative technologies,
PPD Development delivers strategic solutions for preclinical programs, Phase I-IV
clinical development and post-market support.
Pri-Med is the largest network of continuing medical education
conferences in the US. In 2004, 89 Pri-Med meetings in 45 cities
across the country will be attended by more than 70,000 primary
care clinicians. Pri-Med CME conferences were introduced in Mexico in 2003, and in
Great Britain in 2004. Pri-Med programs include the Pri-Med Conference & Exhibition,
a national primary care conference held in five cities throughout the year, with clinical
curriculum developed and presented by Harvard Medical School; Pri-Med Updates,
intensive two-day conferences in 40 cities; Psychiatry Updates and Pharm-Med
Updates continuing education series for pharmacists.
STRATX is a global strategic marketing consulting firm, serving
clients that include GE, Novartis, L’Oreal, Pfizer, Boeing, and
Johnson & Johnson on a worldwide basis. STRATX is a world leader in the deployment of interactive marketing simulation models. Leading pharmaceutical and
biotech corporations use these models to assist with the launch of strategic products
and to build winning, cross-functional brand teams. STRATX has also developed simulation-based solutions that help integrate the R&D and marketing functions and
mindsets. These platforms foster extensive teamwork and accelerate the adoption of
an integrated commercialization process. For information, please contact: Philippe
Latapie, Managing Director, STRATX Boston Philippe. [email protected], or tel 617
494 1428 ext 129.
Pre-Conference Workshops
Tuesday, May 25, 2004
Morning Pre-Conference Workshops — 8:30 - 12:00
8:00
Workshop Registration & Continental Breakfast
8:30
Workshops A, B & C Begin
10:00
30-Minute Refreshment Break
12:00
Workshops A, B & C Conclude
12:00-1:00
Workshop A:
Luncheon for Workshop Attendees
Many Tongues, One Voice: Connecting with the Multicultural Audience
Workshop Leaders: Antonio Dagnery, Vice President, Business Development, WING LATINO
Michelle Maldonado, PR Director, WING LATINO
Multicultural marketing is no longer a niche concept. With more than $1.3 trillion in purchasing power, the Hispanic,
African-American and Asian communities are critical to the success of any program or product.
This workshop will examine the ways pharmaceutical marketers can better reach these audiences, armed with appropriate
input and cultural insights. We will discuss the major issues, sensitivities, and challenges companies face in marketing
pharmaceutical products to targeted segments of the population.
Attendees will receive practical guidance and insights into how to:
• Achieve a better understanding of needs and priorities of multicultural audiences
• Deliver more targeted, effective communications
• Increase sales to targeted multicultural markets
• Contribute to improved health outcomes
Workshop B:
Implementing Compliance and Persistency Programs that Work: Driving Brand Loyalty and Better Health Outcomes
Workshop Leaders: Steven Friedman, Executive Director, PHARMACY FIRST
Tom Kempisty, Senior Vice President, Strategic Business Development, HEALTH ED
The effects of patient noncompliance continue to pose significant costs to the pharmaceutical industry each year. A
successful compliance plan is increasingly viewed as a highly effective tool for both maximizing ROI and driving brand
loyalty, while also providing a beneficial component to the patient healthcare spectrum by substantially improving
therapeutic outcomes. This workshop explores methods for launching a successful, cost-effective compliance program
and provides insight into how patient adherence can be dramatically improved through strategic compliance initiatives,
including optimized relationships with key patient influencers such as physicians, pharmacies and caregivers.
The workshop will also examine the growing role of the pharmacist as a medication manager in helping to sustain
compliance and persistency in an increasingly patient-driven landscape, as well as the expanded role of specialty
pharmacies in maintaining adherence by providing subscribers with optimized access to prescription fulfillment channels
and increasing health literacy through online information services.
Topics explored include:
• Understanding key motivators that determine patient compliance and persistency
• Mitigating the fundamental barriers to patient adherence
• Using targeted marketing in influencing risk and benefit perception on the patient level
• Connecting the dots between the provider, patient and payer
• Leveraging new technologies to help communicate an effective and consistent overall brand message
Workshop C:
CME & Pharma: Maximizing Partnerships with Medical Education Providers for Enhanced Outcomes
Workshop Leaders to be announced
The industry-supported CME arena has undergone--and continues to undergo—a period of significant change. As
regulatory pressures mount, and new accreditation standards are about to emerge, the relationships between CME
providers and pharmaceutical companies are also changing and facing fresh challenges. While strong relationships
between pharmaceutical companies and CME providers have always been important in industry-supported CME success,
given the increased restrictions on the role of pharma in CME, it is more important—yet more challenging--than ever to
maintain and cultivate productive and synergistic relationships between CME providers and industry. This workshop
tackles numerous tough questions in an interactive format and provides a road map to how pharmaceutical companies
and CME providers can continue to work together in the most appropriate, compliant and effective manner possible.
Topics addressed include:
• Understanding the ground rules for provider/industry collaboration
• Speaker recruitment: Who is responsible? Can pharma have a role?
• Creating a true spirit of partnership: tried and true methods
• Anticipating potential conflicts and heading them off
• Understanding how better partnerships can create better outcomes
12
Please visit web site for updates: www.WCPM2004.com
Tuesday, May 25, 2004
Afternoon Pre-Conference Workshops — 1:00 - 4:30
12:30
Workshop Registration
1:00
Workshops D, E, & F Begin
2:30
30-Minute Refreshment Break
4:30
Workshops D, E & F Conclude
Workshop D:
PRODUCT MANAGEMENT ACADEMY WORKSHOP:
Best Practices in Marketing Communication Strategies throughout the Product Lifecycle
Workshop Leaders: Presented by PPD
This workshop provides in-depth coverage of best practices in physician and consumer research and communication
initiatives covering all phases of the product lifecycle, from pre-launch through product retirement and/or Rx-to-OTC
switch in order to develop the most appropriate marketing message. The workshop will also offer perspectives from a
panel of industry experts.
Pre-Launch — Activities to gather data from physicians and consumers including: market research assessments of current
physician and patient diagnosis and treatment preferences, health outcomes assessments, disease registries, risk
management initiatives, compliance and persistency programs, physician/patient focus groups, as well as data provision
back to physicians in order to guide thought process and set the stage for new products.
Launch — Roll-out of messages to physicians and consumers including: messaging key findings back to physicians,
consumer education initiatives to ensure effective use of the product, product registry or other data to guide future
indications, health outcomes assessments, medical communication strategies (including standard medical information
services) and compliance and persistency programs tailored to patient needs.
Post-Launch — Refinement of key messages to keep products current in the marketplace including: educational materials
for physicians and patients, investigator-initiated trials to explore new indications, continuation of registry, revamping of
risk management/compliance and persistency programs, cost-effective analysis to offset competitive challenges, evaluation
of potential for Rx-to-OTC switch, as well as programs to re-introduce older products to a changing marketplace.
Workshop E:
FEATURES A COMPUTER-SIMULATED BRAND LAUNCH!
Understanding the Targeted Biopharma Marketing Model and How it Impacts Your Brand
Workshop Leaders: Philippe Latapie, Managing Director, STRATX INTERNATIONAL
John Wills, Senior Consultant, STRATX INTERNATIONAL
This workshop provides a unique, interactive simulation-based session that allows you to apply and test the new,
targeted brand model. In this workshop, you will team up and compete with your peers in a state-of-the art computer
simulation of a brand launch.
You will experience how the new, targeted model differs and competes with the blockbuster model, as traditional mass
market and targeted therapies maneuver to capture market growth. You and your team will be challenged to make
marketing investment decisions to best support the launch of a brand. You will then see the impact of your decisions
and how your results compare with those of competing teams. The simulation will illustrate the power of high ROI
marketing programs that can be applied to both biobrands and traditional brands. If you are launching a biologic, this is
an opportunity to benchmark against best practices. If you are managing a primary care brand, you will learn what to
expect from and how to respond to a new breed of competitors.
Workshop F:
Sales Effectiveness Forum–Best Practices for Working with Sales
Workshop Leaders: Bob Davenport, Vice President, HAY INSIGHT
Michele Goldberg, Consultant, HAY INSIGHT
This interactive workshop will provide participants the opportunity to share best practices and lessons learned in working
with their sales organizations. The speakers will present research on the techniques and processes that are proven
effective in motivating salespeople to perform at high levels. We will tap into Hay’s extensive research database to offer
participants a look at the behaviors and motivational triggers that distinguish salespeople from employees in other
functions, and the most effective approaches for marketing to use in working with sales. The session will cover the key
elements of successful sales reward and recognition plans, and participants will share attitudes and perceptions about the
impact of marketing programs on pharma sales rep behavior. The greatest challenges faced in pharmaceutical marketing
today and, more importantly, the most innovative solutions will also be discussed. Participants will be encouraged to
share their experiences and best practices.
This workshop will enable you to:
• Better understand the needs and motivation of your salespeople
• Broaden your view of industry challenges and issues regarding sales force effectiveness
• Learn from others how to address some of the greatest challenges in your role
• Work more effectively with your sales organization
Sponsoring Media Partner
For 86 years, Forbes has provided business decision makers with predictive and pre-emptive editorial that has a distinct
point of view. Our editorial voice attracts a community of bold individuals bound together by an unshakable belief in the
spirit of free enterprise. They are entrepreneurs, investors and business leaders who rely on Forbes to help them achieve
business and personal success. Forbes: Capitalist Tool. Never Settle. www.forbes.com.
Media Partners
Premier Exhibitors
Pharmaceutical Executive is the #1 enterprisestrategy magazine for senior executives and
operating managers at pharmaceutical and biopharmaceutical companies. Pharmaceutical Executive’s award-winning editorial and top qualified circulation make it the leading source
of decision-makers across the entire pharmaceutical value chain.
Pharmaceutical Representative is a monthly newsmagazine dedicated to providing pharmaceutical
sales professionals, sales managers and sales trainers with reports
and analyses of industry trends, selling skills, government legislation,
new drugs and research. Every issue contains sales support data a
pharmaceutical representative can utilize on every sales call.
Applied Clinical Trials is the first worldwide
resource for pharmaceutical and medical
professionals who design, initiate, conduct and monitor clinical trials
in this tightly regulated and highly competitive industry. With circulation to more than 16,000 clinical trials professionals worldwide, more
than 62% of whom are in the classical pharmaceutical industry,
Applied Clinical Trials delivers substantial industry buying power.
D&MD Publications is the leading provider of
quality market analysis, opportunity assessment,
and tactical guidance filling the ever-changing needs of the life
sciences market. For over two decades, D&MD products have been
prepared by experts in the topic field using primary research
spanning industry interviews and case studies, as well as secondary
research methods gathering the most crucial information for decision
makers within the pharmaceutical, biotechnology, medical device,
and diagnostics sectors. Check out our latest publications, view FREE
content samples, and much more at www.drugandmarket.com.
AIS’s Drug Cost Management Report provides data
and information gathered from major HMOs and
PBMs, coupled with insightful strategic information
on what’s working, and what’s not, and techniques,
trends and tips on current efforts to control soaring drug costs. For
more information call AIS at 800-521-4323 (202-775-9008 in D.C.) or
visit the website at www.AISHealth.com.
Product Management Today is the only publication wholly focused on the marketing needs of
today's pharmaceutical product managers.
PMT's editorial mission is to provide the product management team
with practical solutions to today's marketing challenges. Every issue
furnishes important information from industry experts that helps the
product management team do their jobs more effectively and
enables them to react quickly to the ever-evolving health care
marketplace. The emphasis on practical, day-to-day solutions has
made PMT a valuable tool to the product management team.
skyscape
Supporting Associations
Celebrating its 70th Anniversary in 2004, the
Healthcare Marketing & Communications Council
(www.HMC-Council.org) continues to serve as the
recognized educational resource for the healthcare marketing
professional. Members receive career development opportunities,
the annual Directory, and a monthly newsletter, in addition to the
lowest available rate for educational programs. Educational offerings
are directed to professionals at all career levels through monthly
seminars, the Product Manager Development Program, Account
Service Development Program, Practical Marketing Skills Seminars
and the organization flagship, the Management Development
Program at Dartmouth, now in its 42nd year. The Foundation also
awards three scholarships and has an internship program.
The Healthcare Businesswomen’s Association
(HBA) (www.hbanet.org) is a national non-profit
professional organization dedicated to furthering the advancement of women in the healthcare industry.
Headquartered in New Jersey with chapters and affiliates throughout
the country, the HBA provides educational opportunities to develop
cutting-edge industry knowledge and leadership skills; recognizes
outstanding women in the industry; provides opportunities for networking; creates greater visibility for women in the industry; fosters
mentoring relationships; and serves as a conduit for research on
career advancement issues.
The Incentive Marketing Association (IMA) is the
industry voice of the incentive and recognition
marketplace. IMA provides education and
information services, publications, conferences and seminars, and
research to businesses to help them effectively use incentive
programs to motivate employees and customers. IMA is comprised
of strategic industry groups, including the Incentive Gift Certificate
Council, the Incentive Manufacturers Representatives Alliance, the
Independent Representative Council, the Performance Improvement
Council and the Online Incentive Council. More information about
the IMA, our Strategic Industry Groups, member benefits and the
incentive marketplace is available at www.incentivemarketing.org.
The mission of the Coalition for Healthcare
Communication is to promote the free exchange
of scientific and medical information. In particular,
it is essential that healthcare professionals, and the general public,
receive truthful, accurate information regarding pharmaceuticals,
medical products, and patient care. This mission is accomplished
through the cooperative efforts of volunteers who mobilize interested
parties and create interaction with the controlling bodies. The end
result is a better educated public for the betterment of healthcare.
Media Partnerships and Press Passes
To inquire about becoming a Media Partner or to request a press
pass (available for credentialed members of the press only) for the
World Congress on Pharmaceutical Marketing, please contact
Jeff Jowdy, at 917-326-6243 or at [email protected].
Audience response system furnished courtesy of RSi Communications.
4 EASY WAYS TO REGISTER:
CALL Toll Free (888) 622-6611
FAX
REGISTRATION INFORMATION
(218) 723-9122
WEB www.WCPM2004.com
MAIL REGISTRATION FORM TO:
World Congress on Pharmaceutical Marketing
P.O. Box 6469
Duluth, MN 55806-6469
Registration fees include Conference Sessions,
Continental Breakfasts, Luncheons,
Refreshments, Cocktail Receptions and the
Conference Documentation Book. Travel and
lodging arrangements are the sole responsibility
of the registrant and not included in the
registration fee. Please allow 2 business days for
processing of documents.
CONFERENCE REGISTRATION FEE SCHEDULE:
EARLY REGISTRATION
STANDARD REGISTRATION
ON-SITE REGISTRATION
Until March 31, 2004
April 1-May 18, 2004
After May 18, 2004
Conference Only
$1595
$1695
$1795
Conference Plus 1 Workshop
$1895
$1995
$2095
Conference Plus 2 Workshops
$2195
$2295
$2395
*Special Rate for Pharmaceutical Company Product Managers: 15% off above fees (*Company and title must be verifiable)
You may pay by check, Visa, MasterCard, or American Express. Please make checks payable to “Advanstar Communications”
and write the name of the delegate(s) and the conference name on the face of the check. After May 18, 2004, all registrations
must be completed on-site.
DATES:
May 25-27, 2004
VENUE:
Wyndham Franklin Plaza Hotel, 17th & Race Streets, Philadelphia, PA 19103
Phone: 215-448-2000*
BOOK EARLY
TO ENSURE
ROOM AVAILABILITY!
*This number is for general hotel information only. Please follow hotel reservation
instructions below to receive special conference group rate.
HOTEL RESERVATIONS: In order to obtain the special conference rates, all hotel reservations should be made through the conference
housing agency. Please visit www.WCPM2004.com to make your reservation. If you need assistance, please call the conference
housing agency at 866-889-9640 (US & Canada) or 404-584-7458 (International) or send an email to [email protected]. The hotel
will not accept individual calls for room reservations at the conference group rate.
TRAVEL ARRANGEMENTS: DELTA AIRLINES is the official carrier for the World Congress Congress on Pharmaceutical Marketing.
Receive a 5% discount off the lowest applicable fare or a 10% discount off mid-week coach fare. By purchasing your ticket at least
30 days in advance on DELTA, you will receive an additional 5% discount. HERTZ Rental Car is also offering exclusive discounts to
conference participants.
DELTA AIRLINES: 800-241-6760 (Meeting ID DMN 197621A)
HERTZ CAR RENTAL: 800-654-2240 (CV # 02260006 )
TERMS AND CONDITIONS: Contact information you provide on this form may be shared with other conference attendees and sponsors to
facilitate networking and building professional relationships and by the organizers to inform you about this conference, other events and related
information. Please contact us in writing if you do not want this information shared. All participants must wear their name badges at all
programs/functions held in conjunction with the conference. Spouses and Guests are not permitted unless fully registered. Conference management reserves the right to qualify all registrants and allow or prohibit anyone from attending this event. Topics, speakers, agenda, networking and
other conference events are subject to change without notice.
CANCELLATIONS AND REFUNDS: Cancellations are by written request only and apply to the policy in effect on the date the notification is
received in the Conference Registration Department. Cancellations must be postmarked on or before May 11, 2004 and are fully refundable less
a $100.00 per person processing fee. Cancellations received after May 11, 2004 are non-refundable. Registrations are transferable with written
notice up to May 18, 2004. Should any balance remain unpaid the purchaser agrees to pay costs incurred for collection. If for any reason,
Advanstar must cancel this conference, Advanstar is not responsible for covering airfare, hotel or other costs incurred by conference registrants.
All speakers and topics listed are confirmed as of press time. When speakers must cancel due to unforeseen circumstances, Advanstar makes every
effort to find an appropriate replacement speaker to present the scheduled topic.
Press permission must be secured prior to the event. The press may not quote speakers or delegates unless they have obtained their approval in writing.
Any disabled individual desiring an auxiliary aid for this conference should notify Advanstar at least 3 weeks prior to the conference.
15
ACHIEVING SUPERIOR PRODUCT & FRANCHISE PERFORMANCE
May 25-27, 2004
c
Wyndham Franklin Plaza Hotel, Philadelphia, PA
WORLD CONGRESS ON PHARMACEUTICAL MARKETING REGISTRATION FORM
Please complete and return this entire registration form to Customer Service
4 EASY WAYS TO REGISTER:
CALL Toll Free (888) 622-6611
FAX
(218) 723-9122
WEB
www.WCPM2004.com
MAIL
REGISTRATION FORM TO:
World Congress on Pharmaceutical Marketing
P.O. Box 6469
Duluth, MN 55806-6469
First Name:
Last Name:
Title:
Company:
Address:
City:
State/Province:
Zip/Postal Code:
Phone:
Fax:
Email:
Source Code:
Conference Plus Two Workshops: Choose One Set
___ A & D ___ A & F ___ B & E
___ A & E ___ B & D ___ B & F
___ C & D ___ C & F
___ C & E
Conference Plus One Workshops: Choose One Set
___ A
___ B
___ C
___ D
___ E
Conference Only
CHECK: #
AFTERNOON PRE-EVENT WORKSHOPS:
D: Best Practices in Marketing Communication Strategies throughout the Product Lifecycle
E: Understanding the Targeted Biopharma Marketing Model and How it Impacts Your Brand
F: Sales Effectiveness Forum–Best Practices for Working with Sales
Check made payable to “Advanstar Communications”
CREDIT CARD: (Check One Only)
Card No.:
___ F
MORNING PRE-EVENT WORKSHOPS:
A: Many Tongues, One Voice: Connecting with the Multicultural Audience
B: Implementing Compliance and Persistency Programs that Work
C: CME & Pharma: Maximizing Partnerships with Medical Education Providers
American Express
MasterCard
Visa (Charges will appear as Advanstar, Duluth, MN)
Expiration Date:
Name on Card:
Total Amount:
Card Holder’s Signature:
Please send me more information on Sponsorship and Exhibition Opportunities
Please include me in Advanstar’s Preferred Customer E-Mail program to receive conference announcements and updates via e-mail
WC07