Developing Targeted Programs, Robust Marketing Campaigns and Lasting Stakeholder Partnerships to Improve Product Compliance and Persistency

1. M A R C H 7 - 8 , 2 0 1 1 | L O E W S P H I L A D E L P H I A | P H I L A D E L P H I A | PA
Featured Sessions
ROCHE DIAGNOSTICS CASE STUDY:
PATIENT ENGAGEMENT AND RELATIONSHIP PHARMACY-BASED
PROVIDER COLLABORATION MARKETING ADHERENCE PROGRAMS
Improving Product Retention Managing the Customer Experience Designing and Implementing
through Personalized Patient to Drive Positive Patient Outcomes Partnerships with Community
Education and Enhanced Provider and Corporate Business Results Pharmacies to Foster Patient
Support Engagement at the Local Level
l i s a h u s e J o h N v i e i r a l au r a c r a N s to N
Director of Strategic Initiatives Director, Marketing Operations Executive Director
ROCHE DIAGNOSTICS DAIICHI SANKYO PHARmACY quAlITY AllIANCE
DISTINGUISHED SPEAKERS Pre-Conference Workshop
FROM THE FOLLOWING COMPANIES
MULTICULTURAL ADHERENCE CONSIDERATIONS
GENZYME Understanding the Needs, Attitudes, and Preferences of Patient Segments to
Develop Tailored Messages for Improved Adherence
BAYER
ENDO J e F F r e y d i e r K s l i l i a N a g i l
Senior Product Director Strategic Marketing & Cultural Intelligence Officer
GLAXOSMITHKLINE ENDO PHARmACEuTICAlS Xl AllIANCE
PHARMACY QUALITY ALLIANCE Former Global Marketing Services Director
JOHNSON & JOHNSON
ROCHE and Multicultural Marketing Strategy Leader
UNIVERSITY OF PENNSYLVANIA
NOVO NORDISK
DAIICHI SANKYO • NoN-PhysiciaN Providers
MERCK • sPecialty Pharmaceuticals
ARENT FOX • coNNectiNg with the caregiver
NATIONAL ALLIANCE ON • geNeric comPetitioN
MENTAL ILLNESS • Privacy coNcerNs
TO REGISTER: 866-207-6528 OR www.exlpharma.com/adherence

2. WHO SHOULD ATTEND?
Dear Colleague, Professionals from Pharmaceutical,
Biotechnology and Medical Device
Medication non-adherence is an enormous problem in health companies with responsibilities in the
care today, with an estimated half of all patients in the United following areas:
States not taking their medications as prescribed. A lack • Product/Brand Management
of compliance and persistency contributes to preventable • Adherence
negative health outcomes, billions of dollars in wasted medical • Patient Compliance
spending, and lost revenue for manufacturers. Many factors • Multi Channel Marketing
contribute to non-adherence, and ultimately, companies need • Relationship Marketing
to address individual patient concerns and understanding in • CRM
order to influence adherent behavior. While there is no magic • Brand Strategy
bullet, pharmaceutical, biotech and medical device companies, • Customer Relations
through effective disease state awareness campaigns, patient • Advocacy
support programs, and product marketing, are faced with a • Marketing and Sales
tremendous opportunity to inform and drive positive patient • Advertising and Promotion
behavior. • Medical Affairs
ExL Pharma’s Medication Adherence Summit is not the “same old This conference is also of interest to:
adherence conference,” as it features exciting new topics and
• Patient Education and Adherence
speakers. This event is designed to give attendees cutting edge
Companies
information for implementing innovative product adherence
• Relationship Marketing Agencies
strategies in a time of mounting competition with “me-too”
• Digital Firms
products and generics. The expert speaking faculty provides
• Market Research Companies
concrete strategies for streamlining marketing spend, forming
• CROs
effective stakeholder partnerships, and ultimately overcoming
• Pharmacies
barriers to adherence for different consumer groups and disease
• Medication Distributors
classes. This is a must-attend event for commercial teams and
individuals in patient advocacy and support.
We look forward to greeting you in Philadelphia in March!
VENUE INFORMATION
Sincerely, loews PhiladelPhia
12oo marKet street
PhiladelPhia, Pa 191o7
PhoNe: 215-627-12oo
Lindsay Slater Loews Philadelphia Hotel offers guests a
Senior Conference Director premier luxury hotel designed to provide
both comfort and value. Boasting a long list
of convenient amenities, our Philadelphia
PA lodging is the most accommodating of all
hotels in Philadelphia.
Please contact the hotel directly at 215-627-
1200 to book your room. Please mention ExL
Pharma and the Patient Adherence Summit
to take advantage of this discount. You must
book your room by February 20, 2011
to be eligible for the discounted rate. Please
book your room early as the rooms available
at this rate are limited and review your hotel
confirmation to ensure that you received the
ExL group rate.

3. TO REGISTER CALL 212 4OO 624O OR VISIT www.exlpharma.com/patientadherence
• Empowering patients to participate in their own care and
PRE-CONFERENCE WORKSHOP | DAY ONE ensure that they feel respected and play an active role in
m O N DAY, m A R C H 7 their treatment and care
• Exploring the obstacles and benefits of loyalty programs
8:00 REGISTRATION AND CONTINENTAl for achieving stronger disease understanding, product
BREAKfAST fOR WORKSHOP retention, and long-term corporate business goals
PARTICIPANTS • Helping providers help patients through enhanced
9:00 mulTICulTuRAl ADHERENCE strategies for counseling and communicating with patients
CONSIDERATIONS lisa Huse, Director of Strategic Initiatives
Understanding the Needs, Attitudes and Preferences ROCHE DIAGNOSTICS
of Patient Segments to Develop Tailored Messages for 3:00 NETWORKING AND REfRESHmENT BREAK
Improved Adherence
• Going beyond simply speaking the language of 3:30 GENZYmE CASE STuDY: SEPRAfIlm
multicultural patients and designing adherence programs EDuCATION AND AWARENESS
and brand campaigns that truly resonate with different Identifying and Selecting Multiple Channels to Educate
ethnic, racial, gender and age groups Patients and Support Business Objectives
• Realizing the business opportunity in multicultural The C-section surgery rate is over 30% nationally and
marketing and the need for companies to make it a priority climbing. Post op adhesion related complications are real but
across business units and functions often not discussed by OB/GYN’s. Learn about Genzyme’s
• Establishing an emotional connection to build customer successes and obstacles in selecting and integrating multiple
loyalty with multicultural consumers channels, including DTC, patient awareness programs and
• Broadening channel selection to increase brand awareness others to get the word about this important issue and how
and engage patients to reduce its prevalence. Hear best practices for planning
• Creating authentic, relevant campaigns based on a deep an outreach strategy to help ensure smooth and effective
understanding of the clinical, emotional, cultural and implementation.
practical drivers of patient behavior across different
Devin C. Hughes, Area Director
customer segments
GENZYME BIOSURGERY
Jeffrey Dierks, Senior Product Director
ENDO PHARMACEUTICALS 4:15 ADVOCACY GROuP PARTNERSHIPS
liliana Gil, Strategic marketing & Cultural Intelligence Officer Enhancing Collaboration between Industry and Patient
XL ALLIANCE Groups for Maximum Impact on Treatment Goals and
former Global marketing Services Director Patient Health Outcomes
JOHNSON & JOHNSON • Setting goals and objectives upfront
and multicultural marketing Strategy leader
• Discussing best practices to enhance communication
10:30 30-mINuTE NETWORKING & between companies and advocacy groups for mutual
REfRESHmENT BREAK accountability
• Exploring techniques to implement for effectively educating
12:00 WORKSHOP CONCluDES; luNCHEON fOR patients on disease states and treatments
WORKSHOP PARTICIPANTS • Reviewing case studies of successful adherence programs
developed and maintained by industry-advocacy
MAIN CONFERENCE BEGINS partnerships
1:00 CHAIRPERSON’S WElCOmE AND Charles R. Harman, Director, External Relations
OPENING REmARKS NAMI - NATIONAL ALLIANCE ON MENTAL ILLNESS
1:15 DRIVERS Of NON-ADHERENCE 5:00 INTERACTIVE ROuNDTABlE DISCuSSIONS
Analyzing Barriers to Compliance for Engaging Patients Choose your preferred topic to discuss in an intimate
on their Terms setting. Attendance per table is limited.
• Determining how an individual’s knowledge, motivation and 1 NON-PHYSICIAN PRACTITIONERS: What strategies can
attitudes shape intentional and unintentional medication companies use to target and collaborate with NPs, PAs and
compliance other key stakeholders for improving compliance?
• Identifying financial and cultural barriers to formulate
tailored programs for different patient groups 2 SPECIALTY PHARMACEUTICALS: What are successful
• Outlining the expected behavioral responses to solutions for managing the unique adherence challenges
interventions based on the characteristics of the patient and posed by this fastest growing component of today’s pharma
associated disease state industry?
melissa Hunt, PhD, Associate Director of Clinical Training 3 CONNECTING WITH THE CAREGIVER: How can we best
UNIVERSITY OF PENNSYLVANIA support caregiver needs to strengthen brand loyalty and
compliance?
2:15 ROCHE DIAGNOSTICS CASE STuDY:
PATIENT ENGAGEmENT AND PROVIDER 4 GENERIC COMPETITION: What do patients and
COllABORATION healthcare providers deem important for continuing brand
usage instead of switching to generics?
Improving Product Retention through Personalized
5 PRIVACY CONCERNS: How can patient privacy be
Patient Education and Enhanced Provider Support safeguarded with increased information sharing that often
• Creating a tailored experience that recognizes the accompanies patient adherence programs?
individual patient’s concerns, barriers to adherence, and
attitudes 6:00 ClOSE Of DAY ONE

4. DAY TWO 12:30 luNCHEON fOR CONfERENCE
PARTICIPANTS
T u E S D AY, m A R C H 8
1:30 measuremeNt aNd evaluatioN
8:00 CONTINENTAl BREAKfAST fOR
CONfERENCE PARTICIPANTS Determining the Success of Patient adherence Programs
for Ongoing Improvement of Outreach Efforts and
9:00 CHAIRPERSON’S RECAP Of DAY ONE AND allocation of Spend
mODERATORS’ KEY POINTS fROm • Assessing the accuracy of patient self-reports vs. family
ROuNDTABlE DISCuSSIONS reports vs. clinician reports
9:30 PHARmACY-BASED • Exploring best practices for monitoring refills through
ADHERENCE PROGRAmS prescription claims data
Designing and Implementing Partnerships with • Determining whether the message resonated with the
Community Pharmacies to Foster Patient Engagement relevant patient groups and influenced behavior
at the Local Level • Measuring ROI and determining why there are variances
between expected and actual results
• Leveraging insights of pharmacists /pharmacies to guide • Making the decision to modify a program, increase or
ongoing adherence efforts decrease investment, or to abandon it in favor of a new
• Working with pharmacists to encourage point-of-care strategy
interventions that will improve patient-pharmacist
interactions surrounding medication management 2:15 healthcare reForm
• Exploring ways to incentivize pharmacies to commit Identifying Provisions in the Healthcare reform Legislation
to improving patient understanding, compliance and Intended to Strengthen Medication Therapy Management
persistency and the associated Implications for key Stakeholders
• Effectively designing, implementing, and measuring the
results of pharmacy-based adherence initiatives • Outlining the series of grant and pilot programs related
to medication therapy management contained in the
laura Cranston, Executive Director legislation
PHARMACY QUALITY ALLIANCE • Analyzing how payment to pharmacies will change as a
10:15 RElATIONSHIP mARKETING result of the law
• Discussing the reasons for, and benefits of, highlighting and
Managing the Customer Experience to Drive Positive encouraging adherence on a policy level
Patient Outcomes and Corporate Business Results • How will the legislation impact existing and future industry-
• Balancing the goals of the franchise with the needs of the sponsored adherence programs?
customer larri Short, Partner, Health law Group
• Listening to patients and creating an ongoing dialogue for ARENT FOX LLP
meaningful and enduring relationships
• Meeting stakeholder needs through innovative 3:00 value-Based BeNeFit desigN
communication strategies and customized programs
• Knowing your customer and accordingly tailoring outreach analyzing and Implementing Value-Based Benefit Design
efforts to Motivate Health Behavior Change, Improve Medication
adherence and Encourage Proactive Health Management
John Vieira, Director, marketing Operations
DAIICHI SANKYO
and Monitoring
• Exploring how increased adherence may result in higher
11:00 NETWORKING AND REfRESHmENT BREAK medication costs but ultimately decreased medical costs
• Selecting disease classes and conditions to target with this
11:30 PANEl DISCuSSION model
Leveraging Social Media and Mobile Apps to • Analyzing the impact of reducing copays in the context
Communicate with Patients for Strengthened of broader disease management and careful pharmacy
Brand Loyalty management
• Discussing regulatory and compliance considerations when • Examining the benefits of VBBD in terms of positive health
engaging patients in the digital space outcomes and reduced total healthcare costs
• Which Web 2.0 tools are worth utilizing and which ones aren’t? michael C. Sokol, mD, mS, Corporate medical Director
• Providing education to providers, advocacy groups, payers, MERCK & CO. (tentative)
employees and other key stakeholders through digital
communications 3:45 CONfERENCE CONCluDES
• Exploring changes in compliance behavior as a result of
mobile technology reminders and communication “This was a very valuable experience for me. I look forward to
Pa N e l i s t s : participating next year.”
- VICE PrESIDEnT, ManaGED MarkETS | Daiichi Sankyo
Natalie quilici, Associate Director, Women’s Healthcare
BAYER HEALTHCARE PHARMACEUTICALS “Great event, quality speakers and wonderful interactions.”
– aSSOCIaTE DIrECTOr, COrPOraTE COMMunICaTIOnS | Genzyme
Deanna Whalen, Brand manager II
GLAXOSMITHKLINE “Great program; very informative. The topics and speakers are
Ambre morley, Associate Director, Product Communications dead on.”
NOVO NORDISK – SEnIOr DIrECTOr, uS COrPOraTE COMPLIanCE | Sanofi-aventiS
Interested in joining this panel discussion? Please “Excellent conference. The sessions were very informative and
contact lindsay Slater at lslater@exlpharma.com for this is such an important event.”
more information. – SEnIOr ManaGEr | BriStol-myerS SquiBB

5. FIVE WAYS TO REGISTER
PHONE: 866-207-6528
EmAIl: register@exlpharma.com
ONlINE: www.exlpharma.com
fAX: 888-221-6750
mAIl: ExL Events, Inc.
555 8th Ave, Ste 310
New York, NY 10018
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package that will suit all of your needs. To learn 6528.
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P1125 on your check.
l u c a s c a r r a s co
• You may also use Visa, MasterCard, Discover or American
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Business Development Manager
commencement of the conference.
212-400-6231, lcarrasco@exlpharma.com
• Cancellations: If you need to cancel your registration for
an upcoming ExL conference, please note the following
policies derived from the Start Date of the event:
media PartNers: • Four weeks or more: A full refund (minus a $95
processing fee), or a voucher to another ExL event valid
for two years from the voucher issue date.
• Four weeks or Less: A voucher to another ExL event valid
registratioN Fees For atteNdiNg for two years from the voucher issue date.
exl’s PatieNt adhereNce summit • To receive a refund or voucher, please fax your request to
888-221-6750.
EARLY BIRD PRICING
REGISTER BY fRIDAY, JANuARY 21, 2011 fOR EARlY-BIRD PRICING:
PLEASE NOTE: Conference registrations may be transferred
to other colleagues in the event you are unable to attend.
CONfERENCE + WORKSHOP | $1995 There will be an administrative charge of $300 to substitute,
CONfERENCE ONlY | $1695 exchange and/or replace attendance badges with a colleague
occurring within five business days of any ExL conference.
staNdard PriciNg
Please notify ExL Pharma, info@exlpharma.com, prior
REGISTER AfTER fRIDAY, JANuARY 21, 2011:
to the event with the name and contact information of the
CONfERENCE + WORKSHOP | $2195 replacement attendee.
CONfERENCE ONlY | $1895
PLEASE NOTE: Speakers and agenda are subject to change
oNsite PriciNg without notice. In the event of a speaker cancellation, every
CONfERENCE + WORKSHOP | $2295 effort to find a suitable replacement will be made.
*The opinions of this faculty do not necessarily reflect those of
CONfERENCE ONlY | $1995 the companies they represent or ExL Events, Inc.*

6. REGISTER TODAY . . . www.exlpharma.com/adherence
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M A R C H 7 - 8 , 2 0 1 1 | L O E W S P H I L A D E L P H I A | P H I L A D E L P H I A | PA
DISTINGUISHED SPEAKERS
FROM THE FOLLOWING
COMPANIES
GENZYME
BAYER
ENDO
GLAXOSMITHKLINE
PHARMACY QUALITY ALLIANCE
ROCHE
UNIVERSITY OF PENNSYLVANIA
NOVO NORDISK
DAIICHI SANKYO
MERCK
ARENT FOX
NATIONAL ALLIANCE ON
MENTAL ILLNESS