Pharmaceutical Marketing Global Summit

What qualifies as a successful compliance program and how do you measure it?
-Do your initiatives focus on "quick hits", or are they designed for long-term behavior change?
-What percent increase should you expect out of your compliance program?
-The debate about self-report measures - how accurate are the numbers?

What are the secrets to success?
-What really works (and what doesn't).
-Who will be more compliant and why.
-Identifying your market: overcoming the limitations of segmentation.
-Moving past promotion to true partnership with your consumers.

How can you guarantee successful initiatives?
-What works?
-Who will be compliant and why?
-How can you engage consumers as partners?

How do you measure compliance? Is it….
-Brand loyalty?
-Pharmacy data?
-Self-report?

Come prepared for an engaging, interactive discussion on ways to make your current initiatives more successful and strategies for your next generation of compliance initiatives.

9:00 - 12:00 - Pre-Conference Workshop #2: Effective Strategies for Maintaining Brand Identity in Multicultural Environments - Prescription for Creative Precision a common issue faced by marketing departments of global pharmaceutical companies is to maintain a consistent brand identity while delivering culturally connected content in the multicultural environment. From internal and external communications, Web sites, to marketing collateral, the demand for culturally and linguistically relevant materials that is in compliance with local regulatory requirements is becoming a key competitive advantage.

Who should attend?
If you are a marketing or communications professional developing content or producing assets for a product that will be marketed in several countries, you will want to make sure that all the effort that you put into developing it will not be lost on your domestic non-English speaking, non-domestic clients, or audience.

What will you learn?
Adapting marketing materials involves much more than just translation. It is imperative that the materials offered resonate with in-country employees and customers through content, structure, usability, and language. It has to adhere to local culture, perceptions, style, and tone.

Among the top considerations are:
-Regulatory challenges
-Branding considerations
-Maintaining company culture
-Moving beyond translation to adaptation
The workshop will be focusing on general principles of global content authoring and adaptation. The topics will cover various content types, media and content delivery methods. We will also share our expertise in how to best produce content that is prepared for efficient transfer to other markets, and in actual content adaptation.

Our aim is to provide you with information and knowledge that helps you answer questions such as:
-How do I make sure that my marketing material is suited to other cultural markets?
-What elements should I address in my writing guidelines to cater for other markets?
-What kind of topics do not cross borders easily?
-What are the various cultural and regulatory drivers at work in various parts of the world?
-How will my the company's brand be impacted by adaptation and how to preserve its integrity?
-How can different uses of grammar and language impact localizability?
-What production model can I implement to achieve efficient global content?
-What processes, tools and technology can help me?
-How do I optimize the production of content to deliver economic benefits?

The areas covered will aim to be relevant to any initiative involving the production of content for a global audience: from marketing brochures authoring to producing consumer websites.

YOUR WORKSHOP LEADERS:

Eric Jacobs
Global Branding & Strategy Partner
BOWNE GLOBAL SOLUTIONS
Eric Jacobs is a Global Branding & Strategy Partner at Bowne Global Solutions (BGS), responsible for the management of Life Sciences Practices. In this role, Eric assists the world's leading Pharmaceutical companies and their agencies in adapting and delivering successful global communications. From US-Ethnic to Worldwide campaigns, Eric's in-depth knowledge of the industry and its requirements played a key role in the deployment of global marketing strategies for companies like Abbott, Bayer, Baxter and Pfizer - to name a few.

Rose Lockwood
Director of Research
BOWNE GLOBAL SOLUTIONS
Rose Lockwood is Director of Research at Bowne Global Solutions, where she provides consulting, market research, and thought leadership to colleagues and clients. Rose has been an analyst and observer of the language industry for many years and is one of the leading research professionals in the localization field today. She is also the architect of the Excellence in European E-content Localization (EEEL) Best Practice model

12:30 - 2:00 - Luncheon



2:00 - 5:00 - Multiple Tracks - select one



2:00 - 5:00 - Pre-Conference Workshop #3: a Strategic Approach to Consumer eMarketing that Actually Works...with a Totally New Way to Measure ROI!
In this interactive workshop, you will learn & discuss the best uses of Consumer eMarketing to drive your brand's growth. The session will focus on a strategic approach that drives brand business across all of your consumer targets, including prospects, patients and caregivers. We will also present a ground-breaking methodology for determining the ROI of your consumer eMarketing efforts and expose you to this new methodology of calculating the specific effect of your eMarketing activities on converting web visitors to new patients for your brand.

You will also learn about a new research methodology for determining the impact that your Consumer eMarketing efforts have on new patient starts - via PBM match.

The methodology also uncovers many other key insights, such as time to conversion, brand switching, and how your competitors' sites are performing.

Learn which consumer eMarketing tactics generate the greatest ROI and which don't, as well as key nuances to implementing these tactics that dramatically improve return.

The interactive session will also provide perspective on how eMarketing fits within the overall marketing mix that includes General Advertising, Direct Marketing & Public Relations, and how eMarketing can be used to complement these efforts & when it shouldn't be used with these activities.

This workshop will be led by Bridget O'Toole, SVP of Comscore Networks, and Paul Ivans, an eMarketing consultant. Bridget is directly responsible for the delivery of information and analytical services to key ComScore clients in the pharmaceutical, credit card and financial services industries. Over the past 4 years, Paul has focused on accelerating the impact of eMarketing for pharmaceutical brands, for clients including Pfizer, Novartis, and Pharmacia. He currently heads up "Evolution Road" a consulting firm that brands through marketing innovation. Paul has developed eMarketing strategic planning processes for his clients, coinvented several ways to measure the ROI of online activities, developed many cutting-edge consumer, patient, physician, and opinion-leader programs that have delivered significant ROI, and driven brand growth.

2:00 - 5:00 - Pre-Conference Workshop #4: Getting the "Right" Rx Price, A Crucial Component of the Marketing Mix
Selecting a price is one of the most critical, but often underemphasized elements of the marketing mix. The product's price can either boost or stifle your marketing and business planning effort. In the pharmaceutical industry, without an optimal price that considers reimbursement, a product may not secure the right formulary access/coverage required to be successful.

The classical marketing mix defining a product strategy is defined by the 4Ps framework - Product (offering), Price, Promotion and Place (distribution). Together these levers form the pillars of the product's positioning.

During this interactive workshop you will learn how to effectively leverage pricing to unlock your product's potential.
-Why getting the "right price" is so important
-Managing value and price across the product lifecycle
-Pricing and positioning: the inseparable couple
-How to balance price and market access/reimbursement
-How pricing and reimbursement impact your market development strategy
• International launch sequence
• Multiple indication sequence
-The role of health economics in pricing and marketing
-The public relations implications of your pricing strategy

Those that should attend include Marketing executives (VPs, directors, managers), Product teams (directors, managers), Brand Management teams (Director, managers), Market Analytics, Commercial Development teams, New Product Planning & Business Development.

Your workshop leaders are Juan F. Rivera, Director and Frank F. Bilstein, Partner from Simon-Kucher and Partners.

Simon-Kucher and Partners (SKP) has the largest pricing consulting practice in the world with a strong focus on the pharmaceutical industry. The Company has worked on pricing challenges with 22 of the top 25 pharmaceutical companies, 5 of the top 6 biotechnology companies, and has advised clients on pricing 4 of the 10 best selling drugs. SKP has conducted projects in more than 30 countries.

Juan F. Rivera specializes in pricing and market entry strategies in the pharmaceutical/biotechnology industries and has helped companies address commercial challenges across a product's lifecycle.

Frank F. Bilstein is a recognized expert on strategic marketing and pricing. His work focuses on helping pharmaceutical companies determine optimal marketing and pricing strategies and develop and implement more effective pricing processes.

5:00 - 7:30 - Gala Reception



Wednesday, February 25, 2004

7:15 - 8:45 - Conference Registration, Networking & Exposition



8:45 - 9:00 - Chairs' Opening Remarks
Wendy Borow Johnson
Senior Vice President, The Networks Group
TURNER MEDIA GROUP

Frank Hone
Executive Vice President, GLOBAL BUSINESS GROUP
HEALTHWORLD COMMUNICATIONS GROUP

Richard B. Vanderveer, Ph.D.,
CEO
V2 GFK

9:00 - 10:30 - KEYNOTE ADDRESS: Using Customer Permission to Fix What is Broken With Your Pharmaceutical Marketing, With the Field Force, Online, Everywhere!
As we begin to closely examine what is flawed with pharmaceutical marketing today - and more importantly - how we can begin to fix it, Seth Godin, bestselling author and "agent of change," will help us explore the topic of pharmaceutical marketing at two levels.

First, he will look at managing the customer relationship with a model that, while new to the pharmaceutical iindustry, has been tested and proven in other industries – Permission Marketing.

Second, he will look at the pharmaceutical industry's use of the Internet for marketing to physicians and patients. We will reflect on what we have learned from our use of interactive media in the past decade (web version 1.0) and then, with Seth's advice on "best practices for getting interactive marketing right," we'll learn what might be ahead for pharmaceutical marketing on the web in version 2.0.

SETH GODIN
SETH GODIN is a bestselling author, entrepreneur and agent of change. Seth is author of five books, including Purple Cow, Permission Marketing and Unleashing the Idea Virus, which have been bestsellers around the world and changed the way people think about marketing, change and work. Seth formerly served as vice president of marketing for Internet giant Yahoo!.

10:30 - 11:15 - Networking Break & Exposition



11:15 - 11:50 - KEYNOTE ADDRESS: What is the Role of the Sales Force in the Future Marketing Mix?
The continued expansion in industry sales forces is delivering declining marginal returns. In 2004 one may reasonably question the continued viability of the existing sales and marketing model. Might we see a doomsday scenario in which physicians shut down and stop seeing reps altogether? Might the whole model come to a shuddering halt? This presentation will address several possible scenarios as to how the sales and marketing functions may evolve under multiple internal and external pressures, and propose workable solutions to enable the industry to enjoy enhanced growth and profitability.

Bill Robinson
Vice President, Sales and Marketing
ELI LILLY & COMPANY

11:50 - 12:25 - KEYNOTE ADDRESS: The Medicare Prescription Drug Bill Just Passed: What Are The Ramifications for U.S. Drug Marketers?
In 2004, the environment in which we market pharmaceuticals will continue to change as Congress and the industry considers the Medicare prescription drug legislation. The Federal government will be the largest purchaser of our products and this has implications for our sales and marketing practices about which we should all be thinking. Congress is also looking at government mandated costeffectiveness studies of pharmaceuticals where the government has high expenditures. Congress and the Administration will be looking at our marketing to physicians and consumers (DTC).

Are the days of our "gentlemanly" marketing waning as government and other payers demand more competitive comparisons among drugs? The pressure to be first in class and win big contracts will continue as government and other payers fail to see benefits of so-called, "me too" drugs. Look for a tougher market with greater margin between the winners and the losers and more government scrutiny of all marketing practices.

Dolly Judge
Executive Director Federal Relations
PFIZER, INC.

12:30 - 2:00 - Networking Luncheon



2:00 - 3:30 - Multiple Tracks - select one



2:00 - 2:45 - Track A: The Final Debate on Compliance
Join an intimate panel discussion with behavioral scientists and compliance experts, as they explore the widely debated topic of compliance. This interactive session will include audience participation in a discussion on the effectiveness of compliance interventions and marketing initiatives. Points to be discussed include:
How do you measure compliance? Is it....
-Brand loyalty?
-Pharmacy data?
-Self-report?

How can you guarantee successful initiatives?
-What works?
-Who will be compliant and why?
-How can you engage consumers as partners?

Come prepared for an engaging, interactive discussion and get answers to these questions and more!

MODERATOR:
Victor Strecher, Ph.D.
Chairman of the Board & Chief Science Officer
HEALTHMEDIA

PANEL:

Jay Bigelow
VP Strategic Services
MICROMASS COMMUNICATIONS

Vince DeChellis
Director, Medical & HCP Channels
AVENTIS PHARMACEUTICALS

John Friedmann
Director of Analytics
HILL HOLLIDAY

Tom Pollock
Chief Technology Officer
PHARMAGISTICS

2:00 - 2:30 - Track B: Making the Customer Connection: How Relationship Marketing Will Shape the Future of Healthcare
Relationship Marketing is based on creating enduring connections with customers. As pharmaceutical companies have fielded more of these types of programs, new learnings are emerging. Join us to discuss:
-What makes pharmaceutical relationship marketing different
-The three types of pharmaceutical relationship marketing programs
-Three rules of pharmaceutical relationship marketing
-Four requirements for success
-In-depth case study

David Reim
CEO and Chief Strategy Officer
SIMSTAR

2:30 - 3:00 - Track B: A Look Behind the Curtain; Marketing from a Salesman's Perspective
-The Sales/Marketing relationship
•Marketing creates, Sales Implements
•What marketing thinks of Sales
•What Sales thinks of Marketing
•Us vs. Them - Myth versus reality
•A paradigm shift is needed – concentric circles as opposed to a traditional org chart and how to avoid silo creation

-Communication:
•Its importance, removing barriers, gaining buy-in, sales aid testing, advisory meetings, message testing, war games, building followership, preceptorships, internships, creating a clear career path

-Teamwork:
•Ongoing teamwork, communication, shared experience, celebration of success

Gary L. Doucette
Product Manager, Copaxone
TEVA NEUROSCIENCE



2:45 - 3:30 - Track A: Better Marketing Research for Better Marketing Campaigns
Marketing research is closely linked to the development, implementation and monitoring of successful marketing programs. This audience interactive panel will examine Market research's role pre-and post-launch across the spectrum of Marketing Campaigns: developing effective research to gain insights from physicians and patients; need for and conduct of patient education; segmentation; the stage at which media mix should be decided – and how to decide it; implementation; monitoring and ongoing ROI measurement.

MODERATOR:
Charlotte Sibley
Vice President, Global Commercial Research and Health Outcomes
MILLENNIUM PHARMACEUTICALS, INC.

PANEL:

Branimir Brankov
Director, Market Research
MERCK, INC.

Helen Eldridge
Director of Marketing Research
ORTHO BIOTECH PRODUCTS, L.P.

Susan Herster
Director, Market Research
SANOFI-SYNTHELABO

Lee Shupp
Partner
CHESKIN

3:00 - 3:30 - Track B: The New Productivity Paradigm: Next-Generation Marketing Science for Increasing Sales and Marketing Effectiveness
Pharmaceutical sales forces have ballooned by 100% in just the last five years. Today, 81,000+ reps compete every day for doctors' time and attention, costing pharmaceutical companies more than $8 billion a year. In spite of this tremendous investment, only 20% of rep visits actually result in a "sit down" conversation with the doctor. In addition, 87% of meetings are less than two minutes. In 2002, pharma invested 10 times the amount it did 10 years ago in research to increase sales and marketing effectiveness-yet productivity has not improved. Current tools fall short for a variety of reasons. Syndicated productivity data just provides "counts"-letting companies quantify sales and scripts but not offering any insight into the factors driving the changes. As a result, users know what happened but not why-or what to do about it Clearly, a new paradigm is needed for the industry to realize the productivity gains it seeks. This presentation introduces an innovative marketing science framework that provides the integrated, diagnostic insight sales and marketing executives need to increase effectiveness and ROI.
The "funnel framework" is used today by every major automobile manufacturer. Proven over 20 years as a consumer model, it is now being adapted to meet the requirements of the pharmaceutical market. The result is the Rx Decision Funnel, which links promotional efforts, brand health and patient dynamics to the prescribing decision.Using the funnel framework-and including some of the first actual results of funnel research among physicians-the presentation will answer critical productivity questions. The audience will learn how to use integrated metrics to improve coordination of sales and marketing activities-and implement more effective call plans and promotional strategies. Listeners will come away with a fresh perspective and actionable intelligence to guide them in monitoring and maximizing product positioning, brand equity and the return on their growing sales and marketing investment.

Jim D'Arcangelo
Executive Vice President, Syndicated Services
MARKET MEASURES/COZINT

3:30 - 4:15 - Networking & Exposition



4:15 - 4:45 - Global New Channel Development
-The role of emerging technologies in re-defining the way Marketing and Sales are conducted globally
-Digitized Martketing & Tehcnology Enabled Sales for More efficiency, effectiveness and global reach.

Rowena Track
VP, Global e-Business; New Media Department
Global Strategic Marketing
BAYER PHARMACEUTICAL DIVISION

4:45 - 5:15 - Developing a Successful Global Brand, the Cialis Experience
-Investigating consumer emotions
-Changing the physician treatment paradigm
-Writing and telling the brand story

Blair Waite
Global Brand Manager, Cialis
LILLY ICOS LLC

5:15 - 5:45 - Competency-Based Benchmarking: Revolutionizing Biopharmaceutical Product Launches
Flawless product launches are critical success factors for biopharmaceutical companies due to increasing financial and technological risks. Industry benchmarking is widely used for managing biopharmaceutical product launch planning. However, while industry benchmarking may achieve operational efficiencies, it results in copying competitors and incremental productivity improvements rather than breakthrough marketing innovation. Adopting a competency-based benchmarking approach can lead to creating significant sources of organizational energy and creativity in biopharmaceutical marketing campaigns.

Mark Ahn
Vice President, Hematology
GENENTECH, INC.

6:00 - 9:45 - Casino Night, Reception & Networking Dinner
This evening we'll take a respite from sessions to have some fun. A networking dinner, buffet style, and casino games are planned for you and your fellow attendees and speakers to enjoy. Leave your cash at home, the money's fake. Three prizes will be awarded during the general session on Wednesday, February 26th for those who end up with the highest cash at the end of the evening. Come join your colleagues for some fun. The function is open to all speakers and attendees. No separate registration required.


Thursday, February 26, 2004

7:15 - 8:15 - Networking & Exposition



8:15 - 8:50 - Scenarios about the Future of Pharma
Jane Sarasohn-Kahn, a health economist and forecaster, will assess the prospects for the pharmaceutical industry over a 1 to 5 year period. In this provocative talk, Jane will identify and analyze the key external drivers shaping the short and longer-term futures of pharma, including political, economic, the provider market, plans, payers/employers, and e-business, among them. Based on these futures, Jane will offer actionable implications for pharmaceutical marketers.

Jane Sarasohn-Kahn, MA, MHSA
Management Consultant and Health Economist
THINK-HEALTH

8:50 - 9:20 - R&D to Marketing Transition: Using Market Research to Pass the Baton
One of the biggest concerns of management is the risk that they will fail to turn an R&D success into a commercial success. Academic research has demonstrated that companies who are most successful in new product development have achieved better integration between Marketing and R&D. Successful integration requires thorough understanding and assessment of customer needs, appropriate screening and evaluation of new projects and a product development process that is responsive to these needs. Given the different objectives, structures, timelines and cultures in Marketing and R&D, this integration is often difficult to achieve. This presentation will explore the issues involved in the transition from R&D to Marketing, discussing the barriers to the smooth hand-over of a project versus the "throw over the wall" approach. Marketing Research can and should play an important role in bridging this gap and facilitating the transition in the pharmaceutical industry - similar to the role played in the consumer products industry.

Charlotte Sibley
Vice President, Global Commercial Research and Health Outcomes
MILLENNIUM PHARMACEUTICALS, INC.

9:20 - 10:20 - KEYNOTE ADDRESS: Your Marketing Sucks: The Art and Science of Business Building
In the world of marketing today, people and companies are relying on the notion that a blend of "proven" or "traditional" marketing combined with slick new creative will yield results. The problem remains the same today as it was decades ago - the creative ends up being the quantifying metric regarding how successful the marketing is rather than the achievement of the intended goal - driving sales. The idea of pursuing creative as the critical element in business growth is that creative is always left to interpretation and thereby can never be the ultimate driver of sales. What drives sales is a strategy. Real marketing doesn't entertain the audience; it demonstrates the compelling reasons to buy. In the same vein, too many salespeople are schmoozers and not closers - they work a room well but ultimately don't end up with what they came for, which is a sale.

Mark Stevens

Author of the current Business Week Best Seller "Your Marketing Sucks", Mark
Stevens has reinvented the traditional marketing process for companies large and small. USA Today has likened it to "throwing a meteor into an ocean to see what torrent blasts forth". Reuters confirms "the book is filled with tips for business owners". Adweek comments "Clearly, Stevens doesn't beat around the bush, and he doesn't walk on eggshells, either."

10:20 - 11:05 - Networking & Exposition



11:05 - 11:50 - Multiple Tracks - select one



11:05 - 11:50 - Track A: How Can Advertising Agencies Make More Effective Advertising?
Well, how might the advertising industry adapt over the next 2-3 years in response to changing market conditions? Or is everything fine in consumer and professional? What are the challenges and opportunities? To try to answer these vexing questions, we've assembled Advertising Leaders from top ad agencies to share their views. Come listen to their ideas and vision, come debate with them about their predictions and let's try to build a picture of the future. What's going on with the evolving creative product, which elements of the marketing mix will emerge as strongest, what's the impact of new technologies, how will the regulatory environment change??? Come join the fun and give it your best shot!

MODERATOR:
Frank Hone
Executive Vice President, Global Business Group
HEALTHWORLD COMMUNICATIONS GROUP, A CCG GROUP COMPANY

PANEL:

Janet Hedrick
Senior Vice President
GREY HEALTHCARE GROUP ADVERTISING WORLDWIDE

Brian Heffernan
Executive Vice President
GERBIG, SNELL/WEISHEIMER & ASSOCIATES

Bill Mulligan
Executive Vice President & Chief Operating Officer
HEALTHWORLD COMMUNICATIONS GROUP

Joe Torre
Chariman/CEO
TORRE LAZUR MCCANN HEALTHCARE WORLDWIDE

11:05 - 11:50 - Track B: Online Marketing 2.0 - How Effective Is Your New Version?
-What do you think is the best tactical online opportunity for marketing to professionals? Consumers?
-Mention either an opportunity or pitfall to avoid in managing an online CRM campaign for consumers?
-For professionals? What have you found that professionals find valuable to receive in an email communication?
-How do you show ROI for campaigns?
-What's the most important thing you can tell the audience related to the above?
-What is the most successful way to integrate "e"into the entire campaign?
-Everyone talks about eCRM,but how can a brand really make it work? Does it make sense to try to have eCRM by therapeutic area instead of brand or by corporate parent rather than therapy area?
-What type of compliance opportunities are online?
-What works to get patients to enroll in online compliance programs?
-Have any of you leveraged the "news/pr"aspects of the Internet to convey info?
-Are there "e"opportunities to work with managed care organizations?
-What success have you seen with patient advocacy groups?
-How have you seen brands successfully work with the sales force?

MODERATOR:
Brad Aronson
President/Founder
I-FRONTIER

PANEL:

Lee Barstow
Deputy Director, Global eBusiness
BAYER PHARMACEUTICALS

Kevin Cook
Director, e-Business
BRISTOL-MYERS SQUIBB

Bill Drummy
CEO
HEARTBEAT DIGITAL

Paul Ivans
EVOLUTION ROAD CONSULTING

Andrew Latzman
Director of Research & Consulting
DYNAMIC LOGIC

Croom Lawrence
eBusiness Manager, North America
WYETH PHARMACEUTICALS

Robin Neifeld
CEO
NETPLUS MARKETING, INC.

Joe Shields
Senior ePromotions Manager, Cardiovascular
ASTRAZENECA PHARMACEUTICALS

Dan Tassone
Marketing Manager, eBusiness North America
WYETH PHARMACEUTICALS

11:50 - 12:35 - Multiple Tracks - select one



11:50 - 12:35 - Track A: Competitive Intelligence and Its Role in Pharmaceutical Marketing
Join a lively discussion around the role that competitive intelligence(CI)plays in supporting key marketing and business decisions. CI leaders from Merck, Pfizer, Wyeth and AstraZeneca will comment on the value that can be offered by a savvy intelligence team in building and sustaining competitive advantage for their firms. Panelists will discuss the role they serve in supporting their marketing colleagues in building both strategy and counterstrategy to outmaneuvering their rivals, while utilizing totally ethical intelligence gathering tools and techniques. Several panelists may share some pragmatic case histories of the value that can be added to the marketing process and function throughout timely and insightful intelligence collection and dissemination in support their firm's business and marketing practices.

MODERATOR:
Clifford Kalb
Senior Director, Strategic Business Analysis
MERCK & CO., INC.

PANEL:

Laura Fields
Senior Manager, Business Intelligence
SANOFI-SYNTHELABO

D. Craig McHenry
Director, Global Market Research; Hematology/Oncology
WYETH PHARMACEUTICALS

Wayne Rosenkrans, Ph.D.
Director, Intelligence Affairs, Strategic Planning and Market Operations
ASTRAZENECA PHARMACEUTICALS

11:50 - 12:35 - Track B: The Role of Direct Marketing and Its Applications to Reach, Motivate and Affect Both Professional and Consumer Target Audiences
-Can it be used effectively to market pharmaceutical products to healthcare
professionals? Consumers? Caregivers?
-How can we best integrate consumer and professional direct marketing efforts?
-What is the optimal mix of direct marketing vehicles? Offline? Online?
-What are some of your experiences to date? Successes? Disappointments?
-What definitive conclusions can we draw from past experience?
-What is the role of direct marketing in the future - will it replace 'awarenessbased' DTC advertising?
-What about compliance and persistency - can direct/relationship marketing make a difference?

MODERATOR:
Jay Bolling
Executive Vice President
ROSKA DIRECT

PANEL:

Laura Ahern
Director Corporate Marketing
HORIZON BLUE CROSS BLUE SHIELD OF NEW JERSEY

Rob Panepinto
Senior Vice President
CONNEXTIONS

Greg Drew, RPh
Vice President, Pharmacy Health Services
RITE AID CORPORATION

Craig Lewis
Executive Director Marketing
SHIRE PHARMACEUTICALS

Lisa Kirk
Senior Marketing Professional
ELI LILLY AND CO.

Deborah Radcliffe
Director Relationship Marketing
PFIZER, INC.

Melanie Soper
Director, Relationship Marketing
PFIZER, INC.

Mitch West
Director Consumer Relationship Marketing
GLAXOSMITHKLINE

12:35 - 1:45 - Networking Luncheon



1:45 - 2:15 - Pharmaceutical Marketing in the Post Dotcom Era
This presentation will include a provocative 30-minute fly-by covering 10 of the most critical discussions in our business today:
-Strategy - Why the smartest companies are buying it
-Web - If you're not everywhere, you're nowhere
-Market research - The perils of usability and other tools in the hands of nonprofessionals
-Budgets - Resource allocation emerges as a management concern
-e-business - The myths of durability, scalability, and interoperability
-CRM - Why it shouldn't be so hard and what we can learn from other industries
-Integration - Why you shouldn't try to integrate everything (or nothing!)
-ROI - How this metric is killing real business accountability
-Procurement - The hidden dangers in the RFP process and how to get what you really need
-Agencies - When to hire and what to look for

Bruce Grant
Vice President, Strategy
MEDICAL BROADCASTING COMPANY

2:15 - 2:45 - Global Co-Promotion Teams: How to Make Them Work in an Increasingly Difficult & Global Marketplace
Co-promotion presents opportunities and challenges for the pharma marketer; on one hand, the addition of a partner brings greater marketing muscle in the form of capital and human resources on a global level. This is especially attractive at a time when the industry's growth and profitability are decreasing and pipelines are relatively dry. On the other hand, bringing together two companies of different cultures if a challenge. How is the partnership going to work effectively? Additionally, this is complicated by the increasing trend towards early integration of clinical drug development and marketing teams. On top of that, the co-promotion is often done on a global basis.

Talk about complex cultural integration!
This presentation will focus on the successful experiences of the presenters who work with co-promotion pharmaceutical teams in the real world marketplace – where things can and do go wrong. Attendees will take away key points about how to structure and work such alliances in an increasingly complex business and regulatory environment. Examples from Biogen and Pfizer will be cited.

Christine Carberry
Vice President, Program & Alliance Management
BIOGEN

Lynda McDermott
President
EQUIPRO INTERNATIONAL

2:45 - 3:15 - Therapy Area & Customer Group Franchise Strategy – How Marketing Can Take a Leadership Role in Driving a Coordinated and Aligned Business Strategy
Many Specialty and Biotechnology companies have proven the value of focusing on a particular therapy area or customer group to optimize marketing and sales dollars and concentrate and leverage R&D expertise. This "franchise" approach has allowed these smaller companies to compete in their chosen markets on a more level playing field with Big Pharma. Recognizing the inherent value in this approach, big pharma too is turning to franchise strategy as the centerpiece for coordinating marketing strategy, aligning marketing R&D and licensing strategies and balancing investment tradeoffs between functional areas. And, smaller companies may benefit from formalizing their franchise planning efforts as growth leads to expansion into multiple therapeutic areas. This talk will focus on how marketing can take a leadership role in developing and executing on superior franchise strategies.

Ben Hohn
Vice-President
ISO HEALTHCARE CONSULTING

3:15 - 3:45 - Targeted Consumer Promotions: Reaching the Right Targets with the Right Medium
Pharmaceutical marketers strive to be more efficient with their consumer promotions and support programs. They need to be able to identify who and where their potential consumers are and how these individuals receive and respond to information. This presentation will share an approach that is standard in the Consumer Package Goods arena, now cleverly applied to the pharmaceutical industry. This innovative process integrates disease prevalence and utilization trends with consumers' healthcare attitudes, purchasing behaviors and media preferences. The results pinpoint the highest potential markets and promotional mediums to reach your targeted consumer segments.

Karen O'Neal
Vice President
SOLUCIENT LLC

-Bill Robinson, Vice President, Sales and Marketing, Eli Lilly & Company

-Mark Stevens, Author of the current Business Week Best Seller "Your Marketing Sucks: The Art and Science of Business Building"