November 12

November 13

Start: 08.20

Start: 08.00

Finish: 18.00  

Finish: 15.30

Cocktail Party: 18.00 - 19.30

Pre-conference registration and light breakfast

08.20

Chairman:

08.40

Crack the Code on Medication Adherence

• Find out what the “real” barriers are to medication adherence
• A survey of the landscape: What’s working – What’s not?
• How to develop strategies for sustainable change
• Is the industry doing enough? – Achieving faster adoption of successful programs

09.20

Understanding and Maximizing Prescriber Impact on Patient Compliance and Persistency

• Techniques for identifying compliance or persistency problems at the prescriber level
• Understanding how the patient-prescriber dialogue affects fill rates and persistency
• How to measure the impact of specific prescriber messages on patient fill rates
• Developing and delivering the best messages to enhance persistency for your brand

Michael Passanante, Product Line Director, Verispan LLC

09.50

Physician Groups – An Inside View

• Understand the implications that poor doctor– patient communication has for quality and outcome of adherence
• Discover the key compliance challenges physicians face on day-to-day basis and what pharma can do to bolster their compliance strategies
• Open up possibilities for collaboration between pharma and physicians: Understand why pharmaceutical companies and physicians are working towards the same outcomes in adherence and persistence, albeit for different reasons
• Learn how to mobilize doctors and, increasingly, nurses to achieve persistence and adherence through the design and delivery of effective training

Nayan R. ShahM.D., F.A.C.G., F.A.C.P. , Assistant Professor of Medicine , Georgetown University Medical Center, Mid-Atlantic Medical Research Centers Inc.

10.20

Creating Partnerships Virtually: The Role of Patient Feedback Programs

• The asymmetry of information between physicians and patients: a recipe for non-compliance and non-optimal treatment
• Structured patient feedback has been shown to: Case studies will demonstrate how feedback can deliver valuable early experience to physicians about new products and  help prepare patients for treatment risks and benefits
• Patient feedback leads to benefits for all key parties: How to create brand loyalty and position pharma as an ally to physicians in the achievement of clinical outcomes
• Structured patient feedback allows the brand to respond to changing market conditions: Throughout the product lifecycle, patient feedback can serve as a credible channel to deliver changing product messages to physicians and patients

Paul LeVine, Vice President, Analytic Services, InfoMedics

10.50

Coffee Break

11.10

Best Practices for Fostering Adherence: A Case Study from the ADHD Market

David Baker, Vice President & General Manager, ADHD Business Unit, Shire

11.40

Incentive-driven Patient Adherence: Practical Lessons from Cognitive Neurosciences and Behavioral Psychology

• Learn how to segment patients by patients’ illness, attitude towards health and pharmaceutical drugs, and match your approach to the psychological needs of the patients
• The power of psychographic segmentation: a holistic approach to understand the values and motivations of the patients. Learn how this will help you build customer-focused adherence programs, rather than product-focused
• A summary (meta-analysis) of incentive-based approaches to increasing adherence
• See primary data generated by a Harvard University consortium, showing a 34% increase in adherence (from ~70% to 98%)
• Practicality and real-world applicability of incentive-based methods of increasing adherence

Murat V. Kalayoglu, MD, PhD, Harvard University
Michael S. Singer, MD, PhD, Harvard University

12.10

What is Patient Centered Pharma Marketing? The Competence and Deficit Worldviews

• How a “worldview” affects acquisition and adherence program results
• Marketing examples of what works and what doesn’t
• Three strategies to shift worldviews for improved outcomes and revenues

Grant Corbett, Principal, Behavior Change Solutions, Inc.

12.40

Lunch

14.50

Coffee Break

15.10

Non-Adherence? It's not my Fault, it's the Healthcare System

15.40

Managing Medication Adherence Problems in the Pharmacy Setting

• Learn how retail pharmacists are well positioned to impact medication and therapy adherence problems
• Identify the obstacles to getting pharmacists and patients engaged in adherence discussions and how to overcome those obstacle
• Identify the manufacturer's role in pharmacist-provided adherence management programs and how to collaborate with pharmacies to provide services that increase compliance
• Consider the health plan's role in sponsoring adherence programs in the pharmacy setting

Steve Basiago, RPh, Vice President, Trade Relations, Walgreens Health Services

16.10

The Impact of Drug Benefit Design on Medical Adherence and Outcomes

Michael C. Sokol, MD, MS, Medical Director, Health, Management Innovations, Managed Markets Division, GlaxoSmithKline

16.40

The Missing Links in Patient Compliance

Eric S. Masters, Director of Strategic Marketing, MeadWestvaco - Center for Packaging Innovation

17.10

Multi-Stakeholder Collaboration: What are the Roles of Other Groups in Patient Adherence?

• Step-by-step guidelines to improve stakeholder dialogue in your patient program planning. Understand roles of stakeholders, and then find out what the levers are for patients to be adherent and persistent
• Get first hand opinion on the role of payer organizations and health insurers in improving patient adherence. Find out what the payer’s incentive programs are and why some of payers’ programs and packages are successful in patient adherence
• Take your business to the next level by collaborating with other pharmaceutical companies to tackle multidimensional issues in patient adherence
• Identify what will drive patient adherence in the future. Who is motivated to promote adherence and persistence? Where are sources of funding and assistance?

Facilitator:
David Bernard, Managing Director, DB Marketing Technologies

Panelists: 
Marlene DeSimone, Senior Vice President, Biopharmaceutical Business Development, Matria Healthcare Inc.
Dr. Michael Sokol, Medical Director, Health Management Innovations, GlaxoSmithKline
Elizabeth Sozanski, Senior Director of Marketing Strategy, AstraZeneca
Steve Basiago, RPh, Vice President, Trade Relations, Walgreens Health Services

18.00

Networking Party

20.00

End of Day One

Pre-conference registration and light breakfast

08.00

The Health Switch - Consumer or Patient? : A Simple, Powerful Guide to Understanding Patient Decision Making and the Tools for Ensuring Commercial Success

• Understand the complexities underlying patient decision-making
• Identify the trade-offs people make that affect behavior
• Develop the pathways and marketing tools for patient compliance
• Expert suggestions on the opportunity for providing better healthcare
• Find out the commercial opportunity for success
• Learn the implications for lifecycle management from Phase I through to Phase IV

Marc Rovner, Managing Director, SmartAnalyst
formerly, VP, Global New Markets, Johnson & Johnson

08.40

Delivering the Message: Mixing Tools and Marketing Channels to Boost Patient Motivation and Build Commitment to Adherence

• Learn how to measure patient satisfaction for your patient adherence program  
• Tailor a highly effective personalized program for patients, and learn how to find the right mix of tools to keep patients engaged
• Discover how to expand and adapt successful programs to the rest of your portfolio
• Find out how much influence patient adherence programs have in building brand loyalty and in the lifecycle management of a product

Pablo Przygoda, MD, Product Manager, Patient Initiatives, Actelion Pharmaceuticals US, Inc.

09.10

Applying Adherence Monitoring Technology: Delivering Value for Clinical and Commercial

• Learn a range of existing and emerging technologies for monitoring patient-level adherence to medication regimen
• Identify opportunities to apply patient adherence data to add value in clinical and commercial
• Discuss opportunities for incorporation of novel adherence monitoring technologies in future patient compliance programs

Craig Lipset, Director, Health Technologies, Pfizer, Inc.

09.40

Coffee Break

10.00

How Clinical Educator Teams can Promote Compliance, Improve Outcomes and Win Support for your Brand

• Find out how disease states that are under-diagnosed, misdiagnosed, or under-treated are impacting Patient Adherence
• Learn how clinical educator teams will ensure important treatment guidelines are being widely incorporated into clinical practice
• Overcome the challenges of new or difficult administration procedures, such as infusion or inhalation

10.30

Using Web 2.0 and Multiple Technology Mediums to Integrate all Stakeholders to Improve Patient Adherence

Neal S. Sofian, CEO, The NewSof Group, Inc.

11.00

Applying Cognitive Psychology to Online Counseling to Create a Personalized Patient Experience

• Use psychological theory to understand non-adherent behavior
• Apply principle of behavior to facilitate healthy behavior change
• Leverage the internet for online patient counseling
• Case study: decision-making around oncology treatment options

11.30

Lunch Sponsor Presentation

Deebie Symmes, VP Business Development, Pharmaceutical Division, Xhalediagnostics  

11.40

Lunch

12.40

Building a Metrics and ROI Measurement Model for your Patient Adherence Program

• Learn how to establish benchmark metrics for patient lifetime value (LTV) and how to measure increases in LTV attributable to your program
• Understand how to account for different levels of program costs – targeting prospects, converting them to patients, and developing a relationship that improves compliance
  and persistency
• See how two key leverage points affect your ROI – conversion from prospect to patient and percentage increase in persistency
• Discover how to bring it all together in a unified model that makes sense to both your CMO and your CFO

Chuck McLeester, Senior Vice President, Strategic Planning, Roska Healthcare

13.10

Patient Adherence and Persistency: The Outlook from Now to 2020

• How we got to where we are today: understand the current situation and predict your future
• Contemporary programs and activities that are driving net positive value
• The future and how payers, physicians and manufacturers will work to drive ROI
• Return on Investment: who is investing and for what return - success stories and innovation

13.40

The Government as a Stakeholder: The Impact of Regulation on your Patient Adherence Programs

• Lean how understanding FDA’s policies and national regulation programs will help you to build more successful patient compliance programs. And find out how to get up to speed and approved quickly
• Maximize the effectiveness of your adherence programs by understanding how to comply with FDA regulation and promotion code
• Patient education materials that would be consistent with FDA promotional regulations

Facilitator:
Stevan Gressitt, M.D., Maine Unused Drug Disposal Group/Maine Benzodiazepine Study Group

Panelists:
Louis A. Morris, Ph.D., Louis A. Morris & Associates, Inc.

14.10

Facilitating Patient Adherence in Clinical Trials

• Overview of patient recruitment and patient retention strategies for clinical trial success
• Put the patient first: considering patient needs in clinical trial development
• Plan and manage recruitment timelines in patient recruitment
• Work with the clinical trial site to ensure retention of patients

Melody Boyd, Head of Clinical R & D, Intercytex

14.30

The Next Generation of Competitive Advantage: Reducing Barriers to Adherence from the Start

• Learn how to increase profitability by designing patient adherence programs into your phase IIIb protocols and beyond
• Understand the need for a patient centered approach to the business from a much earlier stage, and discover how this will feed through to profit by maintaining a good profile
• Hear about innovative ideas that help companies create competitive advantages in the marketplace 

Facilitator:
Rob Nauman, Principal , BioPharma Advisors Network

Panelists:
Daryl J Madelra, Director of Marketing, Alcan Pharmaceutical Packaging
Sandipa Dublish, Director, Oncology Market Research, Bristol Myers Squibb
Melody Boyd , Head of Clinical R & D , Intercytex

15.10

The Next Generation of Competitive Advantage: Reducing Barriers to Adherence from the Start

Chairman’s Closing Remarks On The Day

Ganesh Vedarajan, Principal, ZS Associates

15.30

Close of Day 2