KEYNOTE SPEECH

Examine the latest trends and challenges: how pharmaceutical marketing is set to change in 2006 and beyond

•  How to bring the discipline of measurement and financial accountability into marketing’s strategic decision process
•  Find out what changes in the “macro” environment for healthcare delivery and financing are rapidly making the industry’s commercial model obsolete
•  Realize how and why the industry’s current focus on prescribers now needs to move on to payers, third parties and consumers
•  See how evidence-based medicine and the information technology revolution are going to fundamentally alter both what pharmaceutical companies do and how they do it
•  How information technology and “pay for performance” may result in a painful transition for the pharmaceutical industry

Director, Strategic Planning & Business Development, AstraZeneca

The cycle of Marketing ROI: understand the big picture and how successful integration of processes delivers productivity gains

• Measurement, tactics, new systems and tools, and the ways they work
• Application of ROI: learn the details of the process – from testing and judgment to implementation and analyzing
• Two types of productivity gains via efficiency
  • choosing to cut less effective activities
  • identifying the most effective strategy for your brand and aligning your teams activities
• How these two sets of measurements can be achieved, the alternative approaches, their strengths and drawbacks

Economist, former Strategic Planning Director, Astra Corporate

Legislation: the Medicare Prescription Drug Program & the Deficit Reduction Act

• Learn how the recent regulation will impact manufacturers, customers and payers
• Understand how emerging legal and regulatory trends impact marketing efforts and how this could threaten your profitability
• Hear how pharmaceutical companies are adjusting their operations to accommodate the changing legal and regulatory environment

Dispute Analysis & Investigations Practice, PriceWaterhouse Coopers

The Bottom-Line: how ROI analytics have affected brand planning

A panel of marketers and analysts will focus on the role that ROI analytics play in making marketing decisions:

• Guidelines to help you make the most critical decisions that are required on marketing investments
• Learn how ROI analytics are currently used to inform decision making
• Practical cases: where ROI analytics have worked well and how to build on them; where the gaps are and how to overcome them
• Strategies to improve the utility of ROI analytics

Principal, ZS Associates
Managing Director, Campbell Belman
M.D. President, DoctorNet and Clinical Associate Professor, NYU School of Medicine
Manager, Quantitative Commercial Insight, AstraZeneca

Pre-launch Preparation: design marketing tactics with high ROI potential

•  Assess and understand the market drivers that are unique to your brand
•  Guidelines to help you create a patient treatment model that delineates how treatment is delivered
•  Consider levers that you can control to deliver maximum return
•  Proven strategies used to set up a disciplined time-driven execution plan
•  Discover easy ways to evaluate outcomes and measure results

Vice President, BOTOX Global Marketing, Allergan

Achieve persistency and compliance through relationship marketing

• Practical findings from Shire’s relationship marketing program: ways and tools to move the persistency curve
• How to estimate the optimum number of communications that are needed
• Incentives: do we need coupons, rebates and at what $ amount?
• Learn how to set the optimal timing to send coupons, rebates, and other offers
• Practical information on techniques to deidentify and analyze data against Rx patient level data
• Expert tips on integrating on and offline and determine channel preferences

Senior Product Manager, Adderall XR, Shire, US
Senior Vice President Pharmaceutical Markets, Harte-Hanks

Leverage Marketing Resources to Maximize Patient Reach

• Discover all about various marketing programs and vehicles used for reaching patients with specific messages
• How to determine the right mix of vehicles and programs to maximize your reach
• Examples of various ways to evaluate ROI for different programs
• An in-depth discussion on making decisions based on a thorough review of the return on investment
• Best-practice learning from case studies and examples of different marketing programs put into place

Vice President of Marketing, U.S. Neurology, Serono, Inc.

Making Marketing ROI personal: How does it work in your organizational hierarchy

• How to analyze your current practice of marketing ROI and understand if it fits your organizational structure and needs sufficiently
• The question of responsibility: who exactly is responsible for ROI in a pharmaceutical company? When will outsourcing work for you?
• How have successful large, medium and small-sized pharma companies organized their marketing ROI groups in the organizations
• Using the best methodology: SAS or SPSS vs. limitations of smaller pharma companies, mainly using MS Access and Excel

Director Sales Operations, Otsuka America Pharmaceutical Inc.

Getting a competitive edge with more effective promotional planning

Participants will engage in scenario planning that enables hands-on experience with promotional planning and optimization, providing answers to key business questions:

• Are you sure you’re spending the right amount to maximize ROI?
• How confident are you in your launch plan?
• Will your brand grow with a flat budget? Learn how other Pharma companies have enhanced promotional effectiveness and optimized available budgets for pre-launch and in-line products:
• Take advantage of professional tactics that will help you establish a consistent decision framework for promotional strategies and investments
• Best ways to compare performance against promotional benchmarks and normative databases and pinpoint the promotional share of voice needed to achieve performance targets
• How to quantify precisely the impact of alternate promotional strategies on brand performance and creating the optimal promotional strategy

Practice Leader – Promotion Management, IMS Health

Final Remarks for Day 1 & Networking COCKTAIL PARTY

Conference Chairman: BioPharma Advisors, Principal

Measure success beyond ROI!

• Expert tips on how to best measure customer’s preferences for different types of direct marketing programs:
  • Primary market research
  • Response rates
  • Reply surveys
• Find out ways to measure impact of programs on campaign awareness and linking your brand to the message
• Practical information on evaluating the impact on your brand equity
• Discover expert tips for experimentation and its place in developing effective interventions

Direct Marketing Consultant, Eli Lilly

Develop a road map for putting marketing ROI techniques into practice

• Real-life examples of how to calculate real ROI in today’s fast-changing landscape
• How to use a modeling approach to ensure better measurement of ROI
• Valuable ways to benchmark your activity against your competitors, guidance on where to set the benchmarks and how to develop improved brand value
• Move beyond dealing with just a single consistent source and benefit from multiple datasets to overcome the limitations of your current data integration tool

Understand and improve the impact of messaging on prescribing behavior

• Learn how traditional research links data to prescriber intentions, but falls short of measuring the true impact of messages on prescribing behavior
• Understand and improve the impact of messaging on prescribing decisions that will enable you to proactively anticipate and respond to competitive threats
• How to generate more targeted messages, improve creative development, and enhance sales team performance
• Little-known new metrics that can be used to gauge message impact, and explores the impact of brand equity on prescribing behavior

Vice President – Global Promotion Management, IMS Health

NuvaRing® - A tool to determine financial implications and corporate decision making of DTC investments

Overview of presentation

• Case study of NuvaRing® DTC:

• Pilot evaluation
• Financial evaluation and corporate decision-making
• Monitoring of results and follow-up decisions

 

During this interactive presentation the following main topics will be reviewed:

 

• How do shareholders and (financial) executives decide on DTC investments?
• What levels of risk versus return are acceptable?
• How does a company decide on resource allocation to fund DTC investments?
• How can marketers influence (financial) executives?
• How can finance assist marketers in the evaluation and maximization of DTC?
  

Controller, Marketing and Sales, Organon

Measuring ROI: key metrics for success

The hardest parts of measuring ROI are establishing a methodology and collecting  the data you need. This engaging panel session will show you what information you need to construct meaningful, measurable ROI models for your DTC, patient and professional promotions:

Moderator:Managing Partner Strategic Planning, Roska Direct Advertising
Vice President for Healthcare Information, the McGraw-Hill Companies

Marketing Director, Daiichi Sankyo, Inc.

Professor of Pharmaceutical Strategy & Marketing, Erivan K Haub School of Business, St Joseph's University

Managing Director, Campbell Belman

Building Deeper Insights with Patient-Level Data – Explaining Patient Behavior and Classifying Physician Performance

In today's competitive marketplace, pharmaceutical executives are demanding more comprehensive insights that help them better understand the causes of patient behavioral trends.

In this session, David Bernard will focus on three critical areas to help you achieve accurate insights with Patient-Level Data that lead to incremental sales:

• How to obtain robust data that can deliver more compelling insights -Examples of Analyses using robust data to look at impact of physician care, healthcare costs and overall patient health on adherence.
• The impact of analysis on the brand performance (incremental sales) and future marketing plans

Life After ROI:  The New Metrics

Professor of Pharmaceutical Strategy & Marketing, Erivan K Haub School of Business, St Joseph’s University

Final Remarks for Day 2 & The End Of The Conference

Conference Chairman: BioPharma Advisors, Principal