Bringing Maximum Value to the KOL, Company, and Industry

1. 8 MSL BEST PRACTICES
th
APRIL 14 -15, 2011 | DOLCE | BASKING RIDGE | NEW JERSEY
DISTINGUISHED
SPEAKERS THE BUSINESS OF SCIENCE
JOIN US FROM: Honing MSL Business Acumen and Expertise to Drive Long-Term Corporate
Sustainability and Success
ACTELION RALPH REWERS, PharmD, Executive Director and Head Regional Medical Liaisons,Scientific Affairs, AMGEN
PHARMACEUTICALS, US
INTERACTIVE SESSION: METRICS FOR MSLS
AMGEN Where Are We Now and Where Are We Going?
PETER PILIERO, MD, Executive Director and Medical Leader, BOEHRINGER INGELHEIM
BAYER HEALTHCARE
MSLS AND CLINICAL TRIALS
BOEHRINGER INGELHEIM Outlining the Challenges and Opportunities for MSLs to Support the Successful
Execution of Investigator-Initiated Trials and Company-Sponsored Trials
CELGENE ANNA KOZLOVSKI, PharmD, Associate Medical Director, Lymphoma Team Lead, EISAI
ELI LILLY & CO. PRE-CONFERENCE WORKSHOP A:
MSL AND MEDICAL AFFAIRS COLLABORATION
EISAI Improving Internal Communication between Field-Based MSLs and Office-Based
Medical Affairs to Strengthen Scientific Integrity and Therapeutic Area Success
GENZYME PAUL WEBER, MD, RPh, MBA , Executive Director, Global Medical Affairs, Medical Disease Lead, CELGENE
IKARIA PRE-CONFERENCE WORKSHOP B:
MSL TRAINING STANDARDS
MCGUIREWOODS Developing the Skills and Core Competencies of MSLs to Enhance Team Performance
PAUL MINNE, PharmD, RPH, Senior Regional Medical Liaison Metabolic Bone, AMGEN
NOVARTIS DENISE PITNER, PharmD, Therapeutic Team Director, NOVARTIS
CRAIG KLINGER, RPh, Senior Medical Liaison Consultant, ELI LILLY & CO.
OPENQ
Tri-Located Medical Affairs Executive Forum and the
SHIRE
with 13th Investigator-Initiated Trials Conference
WITHIN3 ExL Pharma’s for Maximum Learning and Networking Opportunities!
ZIPHER SPONSORED BY:
MEDICAL AFFAIRS, LLC
To Register Call 8 6 6 -2 07- 6 5 2 8 or Visit w w w. ex l p h a r m a . c o m /8 t h m s l

2. Dear Colleague, WHO SHOULD ATTEND?
As the healthcare landscape in the United States continues to change,
the role of the Medical Science Liaison (MSL) is growing in relevance and Professionals from Pharmaceutical,
importance. Stricter regulations, increased competition, and shrinking
pipelines are contributing to higher stakes and the need for pharmaceutical,
Biotechnology and Medical Device
biotech and medical device companies to have effective MSL teams in companies with responsibilities in the
place. The education and product awareness that MSLs bring to thought following areas:
leaders and the broader medical community are essential to corporate
sustainability and success. Further, the peer-to-peer relationships that • Medical Science Liaisons (MSLs, MLs)
MSLs initiate and maintain with KOLs and the field insights they bring • Medical Affairs
back to the company are fundamental, particularly as sales forces are
being reduced throughout the nation. The strong business acumen, • Medical Communications
communication skills, and therapeutic area expertise that MSLs possess
• Scientific Affairs
are tools that are tremendously meaningful, and when channeled properly,
can be enormously valuable to both internal and external stakeholders. • Medical Advisors/Managers
Building from the success of seven previous events, ExL Pharma’s 8th
• Clinical Trial Liaisons
MSL Best Practices is designed to provide attendees with information • KOL Development
on the latest trends, changes, and best practices for MSLs operating
in such a complex environment. Attending this event provides exciting • Clinical Research
opportunities for networking with industry colleagues and benchmarking • Medical Education
activities, strategies and goals. The expert speaking faculty and highly
informative topics help MSLs effectively meet the needs of internal and • Clinical/Outcomes Liaisons
external customers, while remaining professionally fulfilled. • Clinical Investigators
We look forward to greeting you in April! • Business Intelligence
• Regulatory Affairs
Sincerely,
This conference is also of interest to:
• Software and Technology Companies
• Staffing Agencies/Recruiters
Lindsay Slater
Senior Conference Director • Law Firms
8th MSL Best Practices • Consultants
“I was really impressed with virtually everything about this event. The topics were right on target, the
speakers were great, having lots of time for questions and interactive discussions was perfect.”
– M EDIC AL SCIENTIFIC MANAG ER | ALLE RGAN
Dolce Basking Ridge combines a retreat- Shuttle Information:
like setting with over 20,000 square feet We offer Complimentary shuttle service
of IACC approved function space. The within a 6 mile radius which includes the
award-winning Dolce Basking Ridge is Basking Ridge Train Station.
the Tri-state region’s setting of choice for
business and pleasure. A recent multi- Airport Information:
million dollar redesign has updated our Newark International Airport is
accommodations, restaurantand lobby approximately 30 minutes away.
to have the chic and contemporary feel
of New York City while maintaining the Please contact the hotel directly at
quiet seclusion of Basking Ridge. 800-953-8033 to book your room.
Please mention ExL Pharma and the 8th
Dolce Basking Ridge is less than an hour
west of Manhattan from Interstate 287, 78 MSL Best Practices conference to take
and 80. advantage of this discount. You must
DOLCE BASKING RIDGE book your room by March 23, 2011 to be
300 NORTH MAPLE AVE Newark Liberty Airport is approximately eligible for the discounted rate. Please
BASKING RIDGE, NJ 07920 a 30-minute drive, while LaGuardia and book your room early as the rooms
JFK Airports are just an hour away. available at this rate are limited and
PHONE: 800-953-8033 review your hotel confirmation to ensure
FAX: 908-953-3105 that you received the ExL group rate.

3. To Register Call 8 6 6 -2 07- 6 5 2 8 or Visit w w w. ex l p h a r m a . c o m /8 t h m s l
1:15 THE BUSINESS OF SCIENCE
PRE-CONFERENCE WORKSHOP | DAY ONE Honing MSL Business Acumen and Expertise to Drive
Long-Term Corporate Sustainability and Success
T H U R S DAY, A P R I L 1 4
• Exploring the potential of field-based medical to compliantly strengthen existing
8:00 REGISTRATION AND CONTINENTAL relationships, forge new partnerships and serve as key players in strategic
BREAKFAST FOR WORKSHOP planning and development
PARTICIPANTS
• Acquiring and synthesizing field insights to drive clinical and corporate decision-
making
9:00 PRE-CONFERENCE WORKSHOP A: MSL
• Demonstrating value of the expensive MSL position to the company
AND MEDICAL AFFAIRS COLLABORATION
Improving Internal Communication between Field-Based • Providing maximum value to internal teams and external partners through
MSLs and Office-Based Medical Affairs to Strengthen established credibility and expertise
Scientific Integrity and Therapeutic Area Success Ralph Rewers, PharmD, Executive Director and Head Regional Medical
Liaisons, Scientific Affairs, AMGEN
• Defining expectations to optimize the collaboration between home office and
field based teams 2:00 INTERACTIVE SESSION: METRICS FOR MSLS
• Understanding how MSLs can effectively convey important field medical insights
Where Are We Now and Where Are We Going?
to inform and potentially change the activities of internal Medical Affairs
colleagues • Benchmarking data: what is the industry doing?
• Realizing the value of office-based Medical Affairs in setting strategy • Establishing goals and measuring performance for demonstrating value and
• Sharing best practices especially regarding KOL interactions for maintaining the
maximizing results
balance of roles, responsibilities, and relationships of functional groups within • Selecting compliant metrics that are meaningful to management and accepted by
Medical Affairs the MSL team
• Leveraging the benefits of increased communication and transparency • Balancing qualitative and quantitative metrics that reflect value to internal
stakeholders and external customers
* This workshop will be highly participatory for attendees. Its design will include
breakout groups and reporting. • Leveraging metrics for team motivation and morale
Paul Weber, MD, RPh, MBA, Executive Director, Global Medical Affairs, Medical Peter Piliero, MD, Executive Director & Medical Leader,
Disease Lead, CELGENE BOEHRINGER INGELHEIM
10:30 NETWORKING & REFRESHMENT BREAK 2:45 NETWORKING AND REFRESHMENT BREAK
12:00 WORKSHOP CONCLUDES; LUNCHEON FOR 3:15 CASE STUDY
WORKSHOP PARTICIPANTS
Maximizing MSL Productivity and Compliance
through the Development of a Monthly Activity
Reporting System
9:00 PRE-CONFERENCE WORKSHOP B: • Utilizing a reporting system to strengthen compliance with internal policies and
MSL TRAINING STANDARDS procedures as well as industry-wide regulatory requirements
Developing the Skills and Core Competencies of
• Considering the “how,” the “why,” and the “why important” of a monthly
MSLs to Enhance Team Performance
activity reporting system for MSL teams
• Identifying the key attributes essential for the MSL role
• Increasing communication and transparency between MSLs and their manager on
• How can interpersonal skills be improved, if at all? activities, reporting, and goal tracking
• Weighing education and experience – is there an “ideal” combination? Is one • Exploring the benefits of implementing a tool that shows resource allocation and
more important than the other? the need for expansion, as it can track and report on time per activity (per day,
• Striking the right combination of strengths across an MSL team week, month, year)
• Hiring a trainer and outlining the roles and responsibilities of the position • Optimizing internal communication to strengthen MSL-KOL interactions
Peter L. Goldberg, PhD, Associate Director, Medical Science Liaisons,
• Building in assessment tools in hiring criteria
ACTELION PHARMACEUTICALS, US
• Measuring the success of MSL training initiatives
Paul Minne, PharmD, Senior Regional Medical Liaison, AMGEN 4:00 FIELDING A WINNING TEAM
Denise Pitner, PharmD, Therapeutic Team Director, NOVARTIS
Craig Klinger, RPh, Senior Medical Liaison Consultant, Empowering MSLs to Maximize Your Return
ELI LILLY & CO. on Investment (ROI)
10:30 NETWORKING & REFRESHMENT BREAK • Defining a successful MSL team; review examples of MSL programs and
analyzing strengths and weaknesses in order to demonstrate subtle differences
12:00 WORKSHOP CONCLUDES; LUNCHEON FOR
between a good and an outstanding MSL organization
WORKSHOP PARTICIPANTS • Exploring the roles education, decision making and communication play in
enhancing MSL performance
• Outlining the techniques and systems that can be implemented to improve MSL
MAIN CONFERENCE BEGINS | DAY ONE performance
• Discussing the importance of debriefing, measuring success and how KOLs react
1:00 CHAIRPERSON’S WELCOME AND OPENING to empowered MSLs
REMARKS • Using internal communications to demonstrate value
Hilary D. Mandler, PharmD, Director, ADHD Medical Science Liaisons, Peg Crowley-Nowick, PhD, MBA, Founder and President,
SHIRE ZIPHER MEDICAL AFFAIRS, LLC
“Exceeded my expectations” - M S L | TE RCICA “Excellent seminar…will attend in the future” – M S L | M I LLE N N I U M

4. To Register Call 8 6 6 -2 07- 6 5 2 8 or Visit w w w. ex l p h a r m a . c o m /8 t h m s l
4:45 COCKTAIL RECEPTION & ROUNDTABLE 11:15 PANEL DISCUSSION: BREAKING DOWN SILOS
Increasing Compliant Collaboration with Sales for
DISCUSSIONS Improved Transparency, Efficiency, and
CHOOSE YOUR PREFERRED TOPIC AND DISCUSS KOL Management
IN AN INTIMATE, BREAK-OUT STYLE, SETTING. • Determining the types of communication that are appropriate and beneficial, and
1. Team Size and Design: How can my team best allocate MSLs, resources and
establishing a compliant process for cross-functional interactions
• Exploring best practices for documenting information exchanged between internal
activities?
departments
2. Aggregate Spend and Reporting Requirements: How will/are state and • Overcoming barriers to working with sales and demonstrating value to your
federal disclosure laws impacting physician-industry relationships, and how can I ensure commercial colleagues
that my interactions with HCPs are compliant? • Realizing the positive business outcomes of compliant and controlled
3. National KOLs: What are best practices for identifying, building and leveraging communication across teams
relationships with national thought leaders? Panelists:
4. MSL Team Management: What can and should managers be doing to ensure Douglas Werner, MBA, National Director, Oncology, Medical Science
cohesive, motivated and effective teams? Liaisons, U.S. Medical Sciences, BAYER HEALTHCARE
5. Off-Label Information Dissemination: How can MSLs mitigate risk of violating Ralph Rewers, PharmD, Executive Director and Head Regional Medical
laws, rules and company policies when responding to unsolicited requests? Liaisons, Scientific Affairs, AMGEN
6. Professional and Personal Development: What opportunities are available and Cindy Sellers O’Brien, RN, BSN, MBA, Director, Medical Science
how can MSLs maintain feeling fulfilled while in their current positions and looking to the Liaison Team–Solid Organ Transplant, GENZYME TRANSPLANT AND
future? ONCOLOGY
6:00 CLOSE OF DAY ONE 12:00 DIGITAL KOL ENGAGEMENT
Creating an Online Forum to Dramatically Increase
Interactions with Important KOLs
In this session, participants will learn how engaging in a private,
MAIN CONFERENCE | DAY TWO online community can:
F R I DAY, A P R I L 1 5 • Galvanize relationships and enhance KOL interactions
• Provide valuable insights as well as complete visibility into therapeutic discussions
8:00 CONTINENTAL BREAKFAST FOR • Enable more frequent HCP interaction on a 24/7 basis despite geographic
CONFERENCE PARTICIPANTS locations
• Foster emerging KOLs
8:45 CHAIRPERSON’S RECAP OF DAY ONE AND • Expand reach and interactions with global KOL leaders
MODERATORS’ KEY POINTS FROM Lance Hill, CEO, WITHIN3
ROUNDTABLE DISCUSSIONS
Hilary D. Mandler, PharmD, Director, ADHD Medical Science Liaisons, 12:45 LUNCHEON FOR CONFERENCE PARTICIPANTS
SHIRE
1:45 MSLS AND CLINICAL TRIALS
9:00 REGULATORY OVERVIEW Outlining the Challenges and Opportunities for MSLs
Sunshine Provisions, Corporate Integrity Agreements, to Support the Successful Execution of Investigator-
DOJ Investigations, Oh My! Initiated Trials and Company-Sponsored Trials
• Outlining the “Sunshine Act” provisions and their impact on MSL activities • Enhancing the relationship between R&D and Medical Affairs to support efficient
• Discussing FDA/OIG concerns about off-label promotion trial implementation
• Exploring illustrative state reporting requirements and restrictions on industry-KOL • Exploring the ideal approval flow of IITs from MSL discussion of ideas with
interactions investigators to dialogue with regional teams
• Examining the prevalence of corporate integrity agreements and their effect on • Determining how the MSL can help ensure that timelines are being adhered to and
the MSL role milestones are being met
• Establishing the right level of MSL involvement, if any, in study design, protocol
• Strategies to decrease the risk that individual, team or company could be accused
and conduct
of violations
Anna Kozlovski, PharmD, Associate Medical Director,
Joseph P. McMenamin, MD, JD, Partner, MCGUIREWOODS
Lymphoma Team Lead, EISAI
10:00 COMPLIANT MSL-KOL ENGAGEMENT 2:30 LEADING FROM BELOW
Regulatory and Technological Trends for 2011
How to Provide Leadership (and Increase One’s Value)
• Compliant qualification of KOLs within an Organization
• Techniques for planning, executing, and measuring an MSL/KOL strategy Upon completion of this session the attendee will be able to:
• Gathering field insights through responsive inquiry • Describe the difference between a manager and a leader
• Analytics for ensuring the regulatory compliance and operating effectiveness of • Recognize the qualities common to leaders
your programs • Understand the importance of leaders on influencing change and improved
Jim Zuffoletti, President and Co-Founder, OPENQ organizations
• Develop a foundation for acquiring the behaviors needed to effectively lead from
below
10:45 NETWORKING AND REFRESHMENT BREAK Douglas Hansell, MSOM, RRT, Medical Science Liaison, IKARIA
3:15 CONFERENCE CONCLUDES

5. REGISTRATION FEES FOR ATTENDING
ExL’S 8th MSL Best Practices Conference
FIVE WAYS TO REGISTER
EARLY BIRD PRICING PHONE: 866-207-6528
REGISTER BY FRIDAY, FEBRUARY 25, 2011 FOR EARLY-BIRD PRICING: EMAIL: register@exlpharma.com
CONFERENCE + WORKSHOP | $1995 ONLINE: www.exlpharma.com
CONFERENCE ONLY | $1695
FAX: 888-221-6750
STANDARD PRICING MAIL: ExL Events, Inc.
REGISTER AFTER FRIDAY, FEBRUARY 25, 2011:
555 8th Ave, Ste 310
CONFERENCE + WORKSHOP | $2195 New York, NY 10018
CONFERENCE ONLY | $1895
ONSITE PRICING
CONFERENCE + WORKSHOP | $2295
CONFERENCE ONLY | $1995 MEDIA PARTNERS
GROUP DISCOUNT PROGRAM:
SAVE 25% PER PERSON WHEN REGISTERING FOUR
For every three simultaneous registrations from your company, you
will receive a fourth complimentary registration to the program
(must register 4 at one time). This is a savings of 25% per person.
SAVE 15% PER PERSON WHEN REGISTERING THREE
Can only send three? You can still save 15% off of every
registration. To find out more on how you can take advantage of
these group discounts, please call 866-207-6528.
PM 36O
THE FULL SPECTRUM OF PRODUCT MANAGEMENT
Make checks payable to ExL Events, Inc. and write code P1123
on your check. You may also use Visa, MasterCard, Discover
or American Express. Payments must be received in full prior
to the commencement of the conference.
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:
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 for
SPONSORSHIP & EXHIBITING
two years from the voucher issue date.
*ExL Pharma’s liability is limited to the conference registration fee in the event of a cancellation
OPPORTUNITIES
Do you want to spread the word about your
To receive a refund or voucher, please fax your request to
organization’s solutions and services to potential
888-221-6750.
clients who will be attending this event? Take
advantage of the opportunity to exhibit, present
Please Note: Conference registrations may betransferred to other colleagues in the event you an educational session, host a networking event,
are unable to attend. There will be an administrative charge of $300 to substitute, exchange
and/or replace attendance badges with a colleague occurring within five business days of any ExL or distribute promotional items to attendees. ExL
conference. Pharma will work closely with you to customize a
Please notify ExL Pharma, info@exlpharma.com, prior to the event with the name and contact package that will suit all of your needs. To learn more
information of the replacement attendee.
about these opportunities, please contact:
Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker
cancellation, every effort to find a suitable replacement will be made. STEVE DECKER
*The opinions of this faculty do not necessarily reflect those of the companies they represent or ExL
Business Development Manager
Events, Inc.*
212-400-6234, sdecker@exlpharma.com

6. REGISTER TODAY . . . www.exlpharma.com/8thmsl
MENTION PRIORITY CODE P1123
ExL Events, Inc. 866-207-6528
555 8th Avenue, Suite 310 Method of Payment:  Check Credit Card
888-221-6750
New York, NY 10018 Make checks payable to ExL Events, Inc.
registration@exlpharma.com
Card Type: MasterCard  Visa  Discover Amex
www.exlpharma.com/8thmsl
Card Number: Exp. Date:
 Yes! Register me for the conference and workshop A
Name on Card:
 Yes! Register me for the conference and workshop B
Signature:
 Yes! Register me for the conference only
Please contact me:
 I’m interested in marketing opportunities at this event 555 8th Avenue, Suite 310
 I wish to receive email updates on ExL Pharma’s upcoming events New York, NY 10018
PRIORITY CODE: P1123
Name: Title:
Company:
Dept.:
Address:
City: State: Zip:
Email:
Telephone: Fax:
8 MSL BEST PRACTICES
th
APRIL 14 -15, 2011 | DOLCE | BASKING RIDGE | NEW JERSEY
DISTINGUISHED SPEAKERS JOIN US FROM: PRE-CONFERENCE WORKSHOP A:
ACTELION GENZYME MSL AND MEDICAL AFFAIRS COLLABORATION
PHARMACEUTICALS, US Improving Internal Communication between Field-Based MSLs and Office-Based
IKARIA Medical Affairs to Strengthen Scientific Integrity and Therapeutic Area Success
AMGEN PAUL WEBER, MD, RPh, MBA , Executive Director, Global Medical Affairs, Medical Disease Lead, CELGENE
MCGUIREWOODS
BAYER HEALTHCARE PRE-CONFERENCE WORKSHOP B:
NOVARTIS
BOEHRINGER MSL TRAINING STANDARDS
OPENQ Developing the Skills and Core Competencies of MSLs to Enhance Team Performance
INGELHEIM PAUL MINNE, PharmD, RPH, Senior Regional Medical Liaison Metabolic Bone, AMGEN
SHIRE DENISE PITNER, PharmD, Therapeutic Team Director, NOVARTIS
CELGENE CRAIG KLINGER, RPh, Senior Medical Liaison Consultant, ELI LILLY & CO.
WITHIN3
ELI LILLY & CO. SPONSORED BY:
ZIPHER
EISAI MEDICAL AFFAIRS, LLC