Develop Strategies to Demonstrate Your Drugs' Long Term Clinical and Economic Value to Payers in a Consumer-Centric Environment

1. RegISteR by FebRuaRy 4, 2011 FoR eaRly bIRd PRIcIng
3rd Pharmaceutical Managed Markets
PROUDLY PRESENTS
Insight and Marketing Summit
Develop Strategies to Demonstrate Your Drugs’ Long Term Clinical
and Economic Value to Payers in a Consumer-Centric Environment
March 23-24, 2011 – Le Meridien – PhiLadeLPhia
Featuring Presentations from Leading Our EstEEmEd spEakEr
Pharmaceutical Companies: Faculty IncludEs
TimoThy Birner, PharmD, mBA, Direc-
PLan FOr The FUTUre tor, Global evidence & Value Development
an overview of the challenges and opportunities Presented by the (eVD) medical Affairs, Global r&D,
economic, Political, and Social trends Shaping Managed Markets SanoFI-aVentIS
Kevin McDermott, Vice President, Managed Markets, DAIICHI SANKYO GinA ForD, rPh, mBA, Senior Director,
reimbursement Services, IPSen uS
heaLThcare reFOrM ole hAuch, Director of health
economics and outcomes research,
What to expect From the new Managed Markets landscape Facing the aStRaZeneca
Industry due to the Patient Protection affordable care act (PPaca)
KeVin mcDermoTT, Vice President,
Andrew Zebrak, Director, Government Affairs & Public Policy, BOEHRINGER INGELHEIM PHARMACEUTICALS
managed markets, daIIcHI SanKyo
ShAun meehAn, mBA, regional
MarKeTinG acrOSS heaLThcare SeTTinGS Account executive, managed markets,
demonstrating Value to Payers to ensure that your drug is accessible ucb
through transitions in care
GABrielle PASTore, managed
Diane Sullivan, Vice President, US Specialty Customers, PFIZER markets Brand Director,
aStRaZeneca
OncOLOGY caSe STUdY: cOMParaTiVe eFFecTiVeneSS reSearch (cer) KenT roGerS, mBA, Vice President,
Providing evidence for guiding coverage decisions by Payers managed markets,
acoRda tHeRaPeutIcS
Timothy Birner, PharmD, MBA, Director, Global Evidence & Value Development (EVD) Medical Affairs, Global R&D,
SANOFI-AVENTIS DonAlD SAwyer, Vice President,
managed markets, aStRaZeneca
EXECUTIVE PANEL DISCUSSION Bill Soucie, head of managed
How Will Big Pharma Adjust to Changes in Managed Markets? markets, PHaRMadeRM
Kevin McDermott, Vice President, Managed Markets, DAIICHI SANKYO DiAne SulliVAn, Vice President,
Donald Sawyer, Vice President, Managed Markets, ASTRAZENECA uS Specialty customers, PFIZeR
Kent Rogers, MBA, Vice President, Managed Markets, ACORDA THERAPEUTICS AnDrew ZeBrAK, Director,
Government Affairs & Public Policy,
Don’t Miss: boeHRIngeR IngelHeIM
PHaRMaceutIcalS
POST cOnFerence WOrKShOP: MOVinG BeYOnd Price in cOnTracT neGOTiaTiOnS
EvEnt SponSor:
using a Solutions based approach to gain an advantage in
contract negotiations with Payers
Gerald Clor, Former Manager, Career Training & Development, Organized Customer & Managed Markets Training,
ROCHE LABORATORIES; Independent Managed Care, Managed Markets & Account Manager Training & Development Consultant
TO reGiSTer caLL 866-207-6528 Or ViSiT US aT WWW.exLPharMa.cOM/3rdManaGedMarKeTS

2. Sponsorship and Exhibiting WHO SHOuLD
Opportunities:
Do you want to spread the word about your organization’s solutions and services to
attEnD?
potential clients who will be attending this event? take advantage of the opportunity Pharmaceutical, biotech, and medical
to sponsor, underwrite an educational session, host a networking event, or distribute
promotional items to attendees. exL Pharma will work closely with you to customize device professionals who focus on:
a package that suits all your needs. to learn more about these opportunities, please • Managed Markets Marketing
contact steve Decker at (212) 400-6234, or sdecker@exlpharma.com.
• Managed Care Operations
• Managed Healthcare
• Pharmacy Marketing
• Payer and Institutional Marketing
• Clinical Pharmacy
• Pull Through Marketing
Dear Colleague, • Pull Through Services
• Pharmacoeconimics
The world of managed care and health insurance is in a state of flux due to the passage
• Pricing
of healthcare reform and continued economic uncertainty. As the dust settles, managed
markets managers have to learn to market their products with a leaner staff with new part- • eMarketing
ners in a marketplace governed by new rules. • Customer Marketing
• Patient Managers
Now in its third year, ExL Phama’s Pharmaceutical Managed Markets Insight and Mar-
keting Summit features presentations and case studies from forward thinking pharma- • Product Managers
ceutical managed markets managers facilitating a discussion about how to best build • Government Affairs
new strategies to make sure their drugs continue to be covered in light of the changes.
• Reimbursement
The conference agenda has been designed to illustrate innovative ways in which phar-
maceutical companies can most effectively demonstrate that their drugs will keep • Benefits
overall treatment costs low for the payers by meeting the health needs of the patient. • Medical Policy
• Government Affairs
This event is the original conference on pharmaceutical managed markets and we look
forward to sharing top level insights into how leading companies are strategizing for the
future. I hope you will join us in March to be a part of this important discussion.
You will also meet representatives
Sincerely, from:
• Marketing/PR/advertising companies
• Managed Care Consultants
dave Hoffman kristen Hunter • Healthcare Payers
Conference Director Team Leader, Production
• Pharmacy Benefit Managers (PBMs)
dhoffman@exlpharma.com ExL Pharma
Hotel Information Room ReseRvations WHy yOu must attEnd:
if you require overnight accommodations,
please contact the le meridien philadelphia • Achieve clarity to set your market
at 215-422-8200 to book your room. exL has strategies by attending the first
reserved a block of rooms at a discounted rate conference on managed markets to take
for conference participants. Please mention exL place after the pivotal 2010 elections
Pharma and the conference name to take ad-
• Expand your market knowledge
vantage of the discount. You must book your
room by March 1, 2011 to be eligible for the dis-
by moving beyond managed care
counted rate. Please book your room early, as organizations to build relationships
the rooms available at this rate are limited. applicable to any managed markets
payers
le meridien is located in the heart of the city’s
• Learn strategic insights supported by
business district and less than one block from
specific, groundbreaking case studies to
the Pennsylvania Convention Center.
keep competitive as the managed
markets landscape changes

3. COnFErEnCE Day OnE: Wednesday, March 23, 2011
8:00 Registration and Continental Breakfast for Conference • How account managers can ensure day to day successes of MCO pull-through
Participants strategies on a regional and national level
Shaun Meehan, MBA, Regional Account Executive, Managed Markets, UCB
9:00 Welcome and Chairperson’s Opening Remarks
Shaun Meehan, MBA, Regional Account Executive, Managed Markets, UCB 2:30 MARKETING ACROSS HEALTHCARE SETTINGS
Demonstrating Value to Payers to Ensure that your Drug is
9:15 PLAN FOR THE FUTURE Accessible through Transitions in Care
Discussing the Challenges and Opportunities Presented • Creating and communicating a value proposition that demonstrates that your drug
by the Economic, Political, and Social Trends Shaping will reduce long term treatment costs across settings
Managed Markets • Ensuring formulary preference by demonstrating that your drug offers benefits that
• The increasing importance of demonstrating a unique value proposition for your competitors cannot in terms of reducing hospital stays
medication as a function of overall continuum of care for payers to keep down costs • Working a pull through strategy to ensure that patients and physicians continue to
across the patient’s lifelong treatment needs correctly use your drug after a transition in care setting
• How managed markets departments are adapting to downsizing and the breaking • Demonstrating the importance of making sure that your drug remains available and
down of traditional silos to translate formulary preference into sales affordable throughout changes in care settings
• Rebates, medical loss ratios, chronic conditions, and health insurance exchanges – Diane E. Sullivan, Vice President, US Specialty Customers, PFIZER
what does healthcare reform mean to you?
Kevin McDermott, Vice President, Managed Markets, DAIICHI SANKYO 3:15 networking and refreshment Break
10:00 MANAGED MARKETS STAKEHOLDERS 3:45 PRICING CASE STUDY
Creating a Strategy to Make Your Drug Available for Pa- Determining the Price of a New Product to Ensure
tients Using the Entire Managed Markets Marketplace Competitive Formulary Placement
• Understanding economic, social, and regulatory changes that affect the critical • Applying pricing theory for first-in-class products
interaction between healthcare providers, pharmacy benefit managers, channel • Showing value using pharmacoeconomic modeling
strategies, consumer marketing, competitors research pipelines, and generics. • What effect will the PPACA have on pricing?
• Reorganizing and breaking down internal silos as a strategy to translate formulary Kent Rogers, MBA, Vice President, Managed Markets, ACORDA THERAPEUTICS
status into sales
• Recognizing differences in marketing to HMOs, Medicaid, Medicare D, Hospitals, 4:30 EXECUTIVE PANEL DISCUSSION
and Long Term Care Facilities How Will Big Pharma Adjust to Changes in Managed
Bill Soucie, Head of Managed Markets, PHARMADERM Markets?
• What implications does growing government coverage have on pricing?
10:45 networking and refreshment break • Is the big pharma model in decline?
• Small biotech vs. big pharma – right sizing managed markets departments
11:15 HEALTHCARE REFORM • How specialty products are changing the landscape
What to Expect From the New Managed Markets • What impact will heath insurance exchanges have on pharmaceutical managed
Landscape Facing the Pharmaceutical Industry Markets markets?
Due to the Patient Protection Affordable Care Act (PPACA) PANELISTS:
• Analyzing how the increased costs (rebates and discounts) and opportunities Kevin McDermott, Vice President, Managed Markets, DAIICHI SANKYO
(expanded coverage and utilization) under Medicaid and Medicare may impact Donald Sawyer, Vice President, Managed Markets, ASTRAZENECA
manufacturers? Kent Rogers, MBA, Vice President, Managed Markets, ACORDA THERAPEUTICS
• Understanding how the uninsured will be covered under health care reform?
• What is happening with Medicare Advantage plan payment rates? 5:15 ROUNDTABLE DISCUSSIONS
• The impact of the new medical loss ratio (MLR) rules on managed markets Audience Members will Split into Smaller Groups for
• Will private coverage erode for workers and retirees? Where will these lives go? Interactive Discussions of Key Issues
Andrew Zebrak, Director, Government Affairs & Public Policy, 1- ADDRESSING PRIOR APPROVAL: How Can You Overcome a Potentially Restrictive
BOEHRINGER INGELHEIM PHARMACEUTICALS Prior Approval Status by Increasing Patient Access to Your Drug?
2- THE FUTURE OF MANAGED MARKETS: Is the Big Pharma Model in Decline?
12:00 INTERNAL COLLABORATION 3- MEDICARE D: What Are the Implications of Growing Government Coverage?
Developing an Internal Strategic Marketing Campaign to 4- TARGETED MARKETING: How Can You Market to Payers’ Needs by Targeting High
Translate Marketing Efforts into Sales Risk Populations Identifying Payers who Cover Populations that Can Benefit Most
• Identifying the most appropriate marketing channels for an effective allocation of from Your Drug?
resources 5- SEGMENT MARKETING: What is the Best Way to Effectively Market Medical Benefit Drugs?
• Coordinating efforts to increase customer demand by using a successful pull- 6- MARKETING ACROSS HEALTHCARE SETTINGS: What Best Demonstrates Value to
through strategy Payers to Ensure that your Drug is Accessible through Transitions in Care
• Increasing your ability to fill payer’s cost containment needs by involving them ROUNDTABLE MODERATORS:
early in your development process Gabrielle Pastore, Managed Markets Brand Director, ASTRAZENECA
Donald Sawyer, Vice President, Managed Markets, ASTRAZENECA Shaun Meehan, MBA, Regional Account Executive, Managed Markets,UCB
Bill Soucie, Head of Managed Markets, PHARMADERM
12:45 lunch Break for conference attendees
IF YOU WOULD LIKE TO MODERATE A ROUNDTABLE,
1:45 CREATING SYNERGY WITH THE SALES FORCE CONTACT daVe hOFFMan AT (917) 258-5144 OR
Initiating an Effective Pull-Through Strategy to Spur Sales DHOFFMAN@EXLPHARMA.COM
by Maximizing Collaboration with the Sales Force
• Understanding the new role of the sales manager in order to successfully compete
in the managed market environment 6:00 End of day One
• Getting buy-in from the field reps to ensure message consistency and accuracy
• What does today’s “pre-call planning” look like for representatives and district
managers, and what role does it play in executing pull-through plans?
to register Call 866-207-6528 or Visit us at www.exlpharma.com/3rdmanagedmarkets

4. COnFErEnCE Day tWO: thursday, March 24, 2011
8:00 Continental Breakfast for Conference Participants 1:45 POST CONFERENCE WORKSHOP:
MOVING BEYOND PRICE IN CONTRACT NEGOTIATIONS
9:00 Conference Chair’s Recap of Day One Using a Solutions Based Approach to Gain an Advantage
Shaun Meehan, MBA, Regional Account Executive, Managed Markets, UCB in Contract Negotiations with Payers
Marketplace and government changes are forcing manufacturers and providers to take
9:15 COMPARATIVE EFFECTIVENESS RESEARCH AND a more careful view of the strategic impact of contracting, moving the methodology
DRUG DEVELOPMENT away from a simple transaction to a value based partnership.
Using Health Outcomes as a Key Component of Drug Using case studies, this workshop will examine both the new drivers governing the
Development to Provide Context for Product Positioning marketplace and the business causes that have changed the negotiation process.
• Defining effectiveness for payers in light of real world conditions such as
concomitant disease, patient adherence patterns, and real world prescribing Learn how to:
patterns • Understand the relationship between market needs and process improvements
• Supporting your value proposition by demonstrating that a product’s mechanism • Manage the negotiation process to impact and improve the outcome
of action, route, frequency, onset, duration, efficacy, tolerability, and safety are • Develop new metrics as pharmaceutical companies and health plans move away
unique from AWP as a benchmark
• How many comparative effectiveness research studies are available for you to • Move beyond price as a lever by adopting a “Business to Business” approach to
provide data to payers? contract negotiations
• Strategically planning clinical trials to demonstrate value for payers • Build partnerships with MCOs by negotiating contracts that account for their needs
Ole Hauch, Director of Health Economics and Outcomes Research, ASTRAZENECA such as adverse selected populations, beds per thousand, and their book of
business
10:00 ONCOLOGY CASE STUDY: COMPARATIVE Gerald Clor, Former Manager, Career Training & Development, Organized Customer & Managed
EFFECTIVENESS RESEARCH (CER) Markets Training, ROCHE LABORATORIES; Independent Managed Care, Managed Markets & Account
Providing Evidence for Guiding Coverage Decisions by Manager Training & Development Consultant
Payers
• Engaging patients/members in CER 3:15 networking and refreshment Break
• Critical challenges of genomics and personalized medicine
• Improving clinical evidence, producing value, and reducing costs in oncology 4:45 Workshop concludes
• Translating evidence to practice
Timothy Birner, PharmD, MBA, Director, Global Evidence & Value Development (EVD) Medical Affairs,
Global R&D, SANOFI-AVENTIS
10:45 networking and refreshment Break
11:15 PAYER POLICY SURVEILLANCE
Creating Targeted Managed Markets Communications
that Expand Access
• Turning the data that is included in most managed markets strategies into
actionable insights that better support access to therapy
• Combining payer policy research with utilization informatics to develop a data-
driven commercialization strategy
• Integrating payer surveillance and web-based applications to improve field force
efficiency
• Understanding the influence of current legislative mandates on payer policy and
formulary decision making
Jessica Black, Director, XCENDA
12:00 MITIGATING COST SHARING
Facilitating a Pull-Through Strategy by Mitigating
Excessive Co-Pays as a Barrier to Patients Using Your
Product
• Effectively allocating resources by measuring which patients may or may not be
willing to pay
• Funding patient assistance programs to help patients pay their share of coverage
on a basis of their financial need
• Issuing co-pay cards for doctors to distribute to patients to encourage them to use
your drug
Gina Ford, RPh, MBA, Senior Director, Reimbursement Services, IPSEN US
12:45 End of main conference/ lunch for Workshop participants
to register Call 866-207-6528 or Visit us at www.exlpharma.com/3rdmanagedmarkets

5. FIVE WayS tO rEGIStEr MEDIa PartnErS
Fax: 888-221-6750
Mail: ExL Events, Inc.
555 8th Ave, Ste 310
New York, NY 10018
Phone: 866-207-6528
Online: www.exlpharma.com
Email: register@exlpharma.com
rEGIStratIOn PrICInG
EARLY-BIRD PRICING
Register by Friday, February 4, 2011:
Conference + Workshop $1995
Conference Only $1695
STANDARD PRICING
Do you have a question
Register After Friday, February 4, 2011:
about the event?
Conference + Workshop $2195 Would you like to get involved as a
Conference Only $1895 speaker or discussion leader at our
4th Pharmaceutical Managed Mar-
ONSITE PRICING kets Insight and Marketing Summit?
Conference + Workshop $2295
Conference Only $1995 Please email Conference Director,
dave Hoffman at dhoffman@exl-
pharma.com
registration Fees for attending ExL Pharma’s 3rd Man- a voucher to another exL event valid for two years from the voucher
aged Markets Insight and Marketing Summit Conference: issue date.
Four weeks or less: a voucher to another exL event valid for two
years from the voucher issue date.
GrOup dIscOunt prOGram:
save 25% per person when registering Four
to receive a refund or voucher, please fax your request to 888-221-
For every three simultaneous registrations from your company, you
6750.
will receive a fourth complimentary registration to the program (must
register 4 at one time). this is a savings of 25% per person.
please note: Conference registrations may be transferred to other
colleagues in the event you are unable to attend. there will be
save 15% per person when registering three
an administrative charge of $300 to substitute, exchange and/or
Can only send three? You can still save 15% off of every registration.
replace attendance badges with a colleague occurring within five
To find out more on how you can take advantage of these group
business days of any exL conference.
discounts, please call 866-207-6528.
Please notify exL Pharma, info@exlpharma.com, prior to the event
make checks payable to Exl Events, Inc. and write code p910 on
with the name and contact information of the replacement attendee.
your check.
You may also use visa, masterCard, Discover or american express.
please note: speakers and agenda are subject to change without
payments must be received in full prior to the commencement of
notice. In the event of a speaker cancellation, every effort to find a
the conference.
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cancellations: if you need to cancel your registration for an upcom-
ing exL conference, please note the following policies derived from *the opinions of this faculty do not necessarily reflect those of the companies
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3rd Pharmaceutical Managed Markets
Insight and Marketing Summit
PROUDLY PRESENTS
Develop Strategies to Demonstrate Your Drugs’ Long Term Clinical and Economic
Value to Payers in a Consumer-Centric Environment
March 23-24, 2011 – Le Meridien – PhiLadeLPhia
Featuring Presentations from Leading Pharmaceutical Companies:
Our EstEEmEd spEakEr Faculty IncludEs
PLan FOr The FUTUre
TimoThy Birner, PharmD, mBA, Director, Global evidence & Value Development (eVD)
an overview of the challenges and opportunities Presented by the
medical Affairs, Global r&D, SanoFI-aVentIS
economic, Political, and Social trends Shaping Managed Markets
Kevin McDermott, Vice President, Managed Markets, DAIICHI SANKYO GinA ForD, rPh, mBA, Senior Director, reimbursement Services, IPSen uS
heaLThcare reFOrM ole hAuch, Director of health economics and outcomes research, aStRaZeneca
What to expect From the new Managed Markets landscape Facing the
KeVin mcDermoTT, Vice President, managed markets, daIIcHI SanKyo
Industry due to the Patient Protection affordable care act (PPaca)
Andrew Zebrak, Director, Government Affairs & Public Policy, BOEHRINGER INGELHEIM PHARMACEUTICALS ShAun meehAn, mBA, regional Account executive, managed markets, ucb
MarKeTinG acrOSS heaLThcare SeTTinGS GABrielle PASTore, managed markets Brand Director, aStRaZeneca
demonstrating Value to Payers to ensure that your drug is accessible
KenT roGerS, mBA, Vice President, managed markets, acoRda tHeRaPeutIcS
through transitions in care
Diane Sullivan, Vice President, US Specialty Customers, PFIZER DonAlD SAwyer, Vice President, managed markets, aStRaZeneca
OncOLOGY caSe STUdY: cOMParaTiVe eFFecTiVeneSS reSearch (cer) Bill Soucie, head of managed markets, PHaRMadeRM
Providing evidence for guiding coverage decisions by Payers
DiAne SulliVAn, Vice President, uS Specialty customers, PFIZeR
Timothy Birner, PharmD, MBA, Director, Global Evidence & Value Development (EVD) Medical Affairs, Global R&D,
SANOFI-AVENTIS AnDrew ZeBrAK, Director, Government Affairs & Public Policy,
boeHRIngeR IngelHeIM PHaRMaceutIcalS
EvEnt SponSor:
TO reGiSTer caLL 866-207-6528 Or ViSiT US aT
WWW.exLPharMa .cOM/3rdManaGedMarKeTS