5th OTC Pharma Asia Conference

Produced by:

International Marketing Partner:

www.otcpharmaasia.com

LifeSciences

IBCLIFE SCIENCES

2 - 5 March 2015 | Grand Copthorne Waterfront Hotel, Singapore

5TH ANNUAL

TC Pharma Asia

Session Spotlight Sponsor:

Associate Sponsor:

Media Partners:

Achieving Global Success with Innovative Offerings inOTC and Consumer Healthcare

What’s NEW in2015?

70% new speaker facultyConsumer health market bestpracticesOTC market and consumer insightsfrom:• Singapore• Indonesia• Philippines• India• Taiwan• Thailand• USA • MalaysiaPositioning OTC brandsRx to OTC switchesMarket entry and profitableexpansion

Martina GrippHead of Marketing CHC,Boehringer Ingelheim,Singapore

Weitarsa HendartoVice President of ConsumerHealth & Wellness,PT. Combiphar, Indonesia

Alvin SoGeneral Manager AsiaPacific,Merck Consumer Care,Philippines

Nilesh WadhwaRegional Director BusinessDevelopment & Strategy,Takeda Pharmaceutical,Singapore

Varun ChopraCategory Director –Healthcare (OTC),Reckitt Benckiser, India

Ade Gustian YuwonoHead of OTC,Novartis, Indonesia

Peter OsborneManaging Director, Asia,Blackmores, Taiwan

Ding MingGlobal Wellness Category MedicalDirector,GlaxoSmithKline ConsumerHealthcare, USA

PRE-CONFERENCE: 2 MARCH 2015

A: Online Marketing & RetailingB: Marketing Innovation in Consumer Health and OTC

POST-CONFERENCE: 5 MARCH 2015

C: Managing a Successful Rx to OTC SwitchD: Health Supplement Regulations and Business Opportunities in ASEAN

and China

WORKSHOPS:

5TH ANNUAL

TC Pharma Asia Tuesday, 3 March 2015CONFERENCE DAY ONE

• Considerations when penetrating developing markets:geographical differences, consumer buying behaviors, trendsin distribution and availability~ Myanmar: Is the country ready for OTC companies to go in?~ China: how foreign OTC companies enter into the market

successfully?~ Thailand: how OTC companies survive the slow down?~ Indonesia: Impact on OTC market after implementation of

Universal Healthcare Scheme and is it the right time to enter?~ India: How foreign investors tapped into this highly

competitive and localized market?Panelist:Ade Gustian Yuwono, Head of OTC, Novartis, IndonesiaJohn Goebel, General Manager, Healthcare, BiO-LiFEMarketing Sdn Bhd, Malaysia

Product Innovation and Development

14:30 ActiPatch-Changing the Paradigm of OTC Chronic PainTherapy• Shortwave therapy• Chronic pain• Non-drug treatment• New treatment paradigmDr Deepak Kotak, Executive Vice President, BioElectronics,USA

15:00 OTC Innovation in India• Overview of Indian OTC market• Decision journey of consumers in India• Product Innovation and other levers to innovate in OTC in IndiaRehan Khan, Managing Director, Abbott, India

15:40 Afternoon Networking and Refreshment Break

16:10 Latest Product Trends and Offerings in OTC:Global Wellness• What are the new switched molecules, delivery system and

formats, i.e powders, drink mixes and gummies, to take medicineand cater for consumers on the go

• Gender and age specific formulations for targeted groups andcatering for their needs with new products

• Intellectual property considerations in OTC R&D• How to introduce newness in existing products• Case study on a new product offeringDing Ming, Global Wellness Category Medical Director,GlaxoSmithKline Consumer Healthcare, USA

RX to OTC Switches

16:50 Regulations on Rx to OTC Switch• Regulations on different types of switch: RX to OTC and non-

prescriptions to cosmetics switching• Considerations during an RX to OTC switch• Complying to packaging, labeling and advertising regulations

for switched products• What is Rx to OTC switch in India and how Indian companies &

multinationals can bring about change in OTC market• Role of local & international products in developing the shape

of OTC market in India• How regulatory & medical affairs can make a difference in the

Choice of products for differentiated OTC SwitchDr Noppadon (Nhum) Adjimatera, South East Asia (SEA)Regional Regulatory and Medical Affairs Director, ReckittBenckiser, ThailandDr Priti Baijal, Head of Regulatory & Medical Affairs,South Asia, Reckitt Benckiser, India

17:30 Managing the Transition Process in RX to OTC: EffectiveMarketing• Challenges and opportunities from RX-OTC transitioning• Trends in switching from nonprescription to cosmetics and

marketing and branding strategies in different switch categories• Growth strategies for switched products and changing consumer

base from B2B to B2C• Case study: how other pharma companies had successfully

transited from B2B to B2CVineet Singhal, Operating Unit Head – India and South EastAsia (OTC Division), Novartis Consumer Health, India

18:10 Chairman’s Summary of the Day &End of Conference Day One

REGISTER TODAY! +65 6508 2401 [email protected] www.otcpharmaasia.com

8:00 Registration and Morning Coffee

9:00 Welcome from IBC Asia & Speed Networking

9:05 Chairman’s Welcome RemarksRehan Khan, Managing Director, Abbott, India

OTC Market Outlook

9:10 Asia’s Consumer Insights – Igniting CommunicationExcellence• Evaluating global OTC growth opportunities and South East Asia

markets: Indonesia, Philippines, China, Myanmar and Vietnam• Impact of increasing trend of self-medication and online medical

portals on the OTC market• How will this trend impact Asia OTC marketing strategies?Martina Gripp, Head of Marketing CHC, BoehringerIngelheim, Singapore

9:50 Global Trends and Developments in the Asia-Pacific OTCMarket• Evaluating global OTC growth opportunities and South East

Asian markets: Indonesia, Philippines, China, Myanmar andVietnam

• Impact of increasing trend of self-medication and online doctorsand how do they impact on Asia OTC marketers?

• Analyzing OTC sales data and reengineering business modelsto capitalize the trends across different categories:~ Analgesic and pain relief~ Allergy, cold and flu remedies~ Gastrointestinal and Anti-diarrheal~ Dermatologic

10.30 Morning Networking & Refreshment Break

Market Entry, Competitive Analysis &Consumer Trends

11:00 Assessing Market Strategies in Entering New andDeveloping Markets• Evaluating the attractiveness of Asian markets• Overcoming regulatory hurdles for market entry• Lessons from successful market entry strategies• Exploring growth opportunities after entering the marketMichael Hofer, Regional Market Expansion Services (MES)Manager, Business Unit Healthcare, DKSH, Thailand

11:40 Capturing Business Opportunities, M&A’s andPartnerships in Consumer Healthcare and OTC• Understanding consumers and demographic changes and

developing new product lines• Why pharma companies should play the lead in investing in

OTC?• Changing the approach and mindset by learning from FMCG in

accessing and communicating with consumers• Recent M&A and partnership activities (joint venture, value chain

partnerships) and how it impacts on the OTC landscape in Asia• Challenges that private equity players and strategic executives

face to achieve successful M&A deals in the OTC/consumer healthspace

• Future direction of M&A in the OTC/consumer health space inAsia

• Case studies and key learningNilesh Wadhwa, Regional Director Business Development &Strategy, Takeda Pharmaceutical (Asia Pacific), Singapore

12:30 Networking Lunch

13:40 Market Access and Expansion into Established andEmerging OTC Markets• Market access entry strategy: import, manufacturing, sales and

distribution• Assessing product demand and consumer behaviour• How OTC companies adapt and localize products by using

traditional ingredients

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5TH ANNUAL

TC Pharma Asia Wednesday, 4 March 2015CONFERENCE DAY TWO

8:30 Morning Networking & Coffee

9:00 Chairman’s Opening RemarksDr Noppadon (Nhum) Adjimatera, South East Asia (SEA)Regional Regulatory and Medical Affairs Director, ReckittBenckiser, Thailand

Regulatory Update & ASEANHarmonization

9:10 South East Asia Health Supplement Regulatory Update• Current regulatory status in Indonesia, Philippines, Vietnam• Revision of dietary supplement industry in China and what is

expected to change• Notification type system• Registration process and duration• How would the revised scheme promote investment in China’s

health supplement markets and what’s in it for domestic andforeign players?

Reg Wuisan, Executive Director, PT. Asia Pacific Consultants,Past Vice Chair of ASEAN Alliance of Health SupplementsAssociations, Indonesia

9:50 ASEAN Harmonization’s Impact on the OTC Market in2015 and Beyond• What are the regulatory initiatives in other markets that can be

implemented in the domestic markets and drive OTC growth?• What are the categories not classified as OTC in other countries?• How AEC (ASEAN Economic Community) implementation

promotes economic opportunities and how OTC companiestake advantage of the opportunity

• How OTC companies prepare for the changes and businessapproach in product development, registration, production andmarketing strategy

Panelists:Alvin So, General Manager Asia Pacific, Merck ConsumerCare, PhilippinesReg Wuisan, Executive Director, PT. Asia Pacific Consultants,Past Vice Chair of ASEAN Alliance of Health SupplementsAssociations, Indonesia

10:40 Morning Networking & Refreshment Break

Building OTC Brands

11:10 Brand Activation Strategies and Building up a BrandImage• Factors and new trends affecting branding decision• How to launch a new brand in a new market and effective

communication of product benefits to consumers• Reinforcing brand message in view of competing alternative

products: cheaper generics and rise of natural remedies in themarket

Weitarsa Hendarto, Vice President of Consumer Health &Wellness, PT. Combiphar, Indonesia

11:50 Challenges in Accessing New Markets in Asia and Buildinga Successful VMS Brand• What are the key drivers in vitamins and dietary supplements

in Asia?• Which type of supplements are becoming more popular and

where are the opportunities?• Barriers in venturing into new markets and how to brand build

your VMS product successfully• Case study on setting up concept stores and connecting with

consumers at point of salesPeter Osborne, Managing Director, Asia, Blackmores, Taiwan

12:30 Networking Lunch

13:40 Product Differentiation Strategies and Building BrandEquity• Key attributes of a successful brand• Ways to add value to your existing brands and building up brand

image and consumer base for new products• Innovative ways to differentiate your products with the same

composition and efficacy• Branding strategies for different OTC product categories and

learning from the successful brandsPanelists:Weitarsa Hendarto, Vice President of Consumer Health &Wellness, PT. Combiphar, IndonesiaBrijesh Kapil, General Manager, Merck Consumer Health,India

OTC Marketing and DistributionStrategy

14:30 Making a Connection in the Retail Space• Standing out amongst competitive products and engaging

consumers with products on the shelves• Going beyond traditional visibility of OTC and consumer

healthcare products• Overcoming shopper barriers online and offline• Case study on how FMCG companies connect with consumers

at point of sales successfullyAlvin So, General Manager Asia Pacific, Merck ConsumerCare, Philippines

15:10 Afternoon Networking & Refreshment Break

15:40 Building Distribution Networks to Capitalize onExpanded Point of Sale Opportunities• Evaluating geographical differences and trends in distribution

and availability• Distribution channels from super markets to smaller

neighborhood stores• New distribution channels to secure greater access and

awareness: health food store, gyms and innovative co-promotiondeals

• Ensuring consistent communication in store across all retailersand constant stability in stock levels and on shelves

Mahpudz Effendi, National Channel Manager,GlaxoSmithKline, Indonesia

16:20 Learning from FMCG and their Approach in OTC Brandingand Marketing• What is the FMCG approach and how can we apply it to OTC

products to improve effectiveness• Analyzing consumer trends and adapting marketing strategy

according to their needs• Improving brand loyalty, awareness through effective marketing

and commercial strategy• How pharma companies can learn from FMCG companies who

penetrated the market successfully• Case study of successful FMCG approach and profit maximizationVarun Chopra, Category Director – Healthcare (OTC), ReckittBenckiser, India

17:00 Chairman’s Summary of the Day & End of Conference

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Review from 2014 Participants:“Had some good insights, and also confirmed some of my thoughts for the OTC business. Definitely a frog in a well whichhas jumped out of the well.” ~ Tan Wyeman, Managing Director, Eisai

“It was a good experience. A good platform to learn and share new ideas. The real market examples are unique and can’tbe found in other conferences.” ~ Saftid Ullah Ghumman, Director International Marketing and Sales, CCL Pharmaceuticals

“Excellent and good learning!” ~ Jagannathan Pandalam Kandasamy, Assistant Manager - R&D, Pharmaniaga

“Good insight regarding OTC business in general and ASEAN region in particular.” ~ Kashif Sheikh, Managing Director andCEO, CCL Pharmaceuticals


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5TH ANNUAL

TC Pharma Asia WORKSHOPSPRE-CONFERENCE WORKSHOP | 2 MARCH 2015 | MONDAY

WORKSHOP A9.00am - 12.30pm

Online Marketing & RetailingLed by: Susan Josi, Managing Partner, Sorento Healthcare, India

What was once seen as an add on for regular marketing initiatives for a brand,online marketing has indeed become main stream for most consumer brands today.It is no different for Consumer Healthcare brands, as consumers are much moreonline today than ever before. It’s also interesting to note that while the youngergeneration is dominating this medium, even the older age profile consumers areactively using social media channels and are growing in numbers especially whenresearching their health concerns.

This workshop will highlight the trends in online marketing and retailing of healthcarebrands and how marketers should take advantage of this growing opportunity,

touching upon the various nuances, challenges and drivers of this marketingchannel.

• Trending the growing opportunity in online marketing for consumer healthcarebrands (drivers, challenges and regulatory issues)

• Key learning from consumer healthcare brands that have effectively used theonline medium for brand engagement (case studies highlighting success andfailures)

• Online retailing (e-commerce) – how has it worked for consumer healthcarebrands and its future trends

About the Workshop Leader:Susan is the founder member of Sorento Healthcare, one of India’s leading health & wellness consulting and communications company. She has more than 30 years of experiencein the health & wellness domain. She was earlier the Executive Director of Ogilvy Healthcare (a division of Ogilvy and Mather). A double postgraduate in Pharmacy (UDCT) andManagement, she has also won the best woman entrepreneur award from the Maharashtra Chamber of Commerce in India. She was also a UNIDO scholar from India at the Universityof Ghent – Belgium. With her special interests in OTC healthcare and social marketing initiatives, she has facilitated many in-house OTC workshops and conferences in India andglobally.

WORKSHOP B1.30Pm - 5.00pm

Marketing Innovation in Consumer Health and OTCLed by: Rodney Hannington, Director Strategy & Innovation, Sprim Asia, Singapore

With increasing competition, it is critical and vital for OTC and consumer healthplayers to equip themselves with marketing innovation to provide branddifferentiation and tactical marketing strategies in product launch, packaging,distribution and retailing. In this workshop we will look at the types of commercialinnovation with a focus on the types and role of product claims.

• Review of the types of commercial innovation• Innovation in fully integrated marketing solutions from marketing strategy,

campaign implementation to track and measure• Case studies from OTC & Consumer Health

About the Workshop Leader:Rodney has over 25 years of experience and a deep understanding of Consumer Healthcare in Australia, Asia, Middle East / Africa, Russia and Ukraine. Working and consulting withSPRIM, Kraft Foods (Mondalez) and Novartis he has broad and extensive in market experience including living in both China and Singapore. Graduating with a Bachelor of BusinessMarketing from Monash University, Melbourne Australia, he has focused his career on Healthcare Marketing and Business Strategy & Innovation in Asia Pacific.

POST-CONFERENCE WORKSHOP | 5 MARCH 2015 | THURSDAY

WORKSHOP C9.00am - 12.30pm

Managing a Successful Rx to OTC SwitchLed by: Jyoti Shiralee, Managing Consultant, Chrysalis Consulting, India

About the Workshop Leader:

Pushpanathan Sundram is the Managing Director of EAS Strategic Advice and previouslythe Deputy Secretary-General of the Association of Southeast Asian Nations (ASEAN) forthe ASEAN Economic Community. Nathan brings over 22 years experience in economics,trade, policy, regulatory affairs, and government relations. He holds a Master’s degree inPublic Policy from the Lee Kuan Yew School of Public Policy, National University ofSingapore in collaboration with the Kennedy School of Government, Harvard University.Nathan received the Lee Kuan Yew School Outstanding Alumni Award in 2011 and theSahakmetrey Commander’s Medal from Cambodia in 2012 for his contributions to ASEANand East Asia.Celia Zheng is Policy and Government Affairs Adviser at EAS Strategic Advice. She worksprimarily on ASEAN and China engagement activities, and ASEAN-China regional policyand trade-related programmes. She is the coordinator of the secretariat of China-ASEANBusiness Association, where she manages political engagement, monitors trends andissues in ASEAN-China economic relations and business and handles public relations. She

holds a Bachelor degree in Applied Science majoring in Food Science and Technologyfrom the National University of Singapore.Jiang Yi Fan is Regulatory Affairs Adviser at EAS Strategic Advice in Singapore. Comingfrom China, Yi Fan brings to the team valuable regulatory experience and technicalknowledge that help clients going into the market of China. She holds a degree in AppliedScience (Honours) majoring in Food Science and Technology from the National Universityof Singapore.Poon Wai Mun is the Regional Regulatory Affairs Manager, EAS Strategic Advice inSingapore, specializing in regulatory affairs for health supplements in a regional capacity.Over the last 10 years Wai Mun has actively worked on product registration ranging frompharmaceuticals to nutritional supplements, as well as regulatory strategy planning forproduct development. Wai Mun manages the Secretariat of the ASEAN Technical ScientificCommittee for Traditional Medicine and Health Supplements. She is a biotechnologistand graduated with a M.Sc. in biopharmaceuticals from the University of New South Wales.

WORKSHOP D1.30Pm - 5.00pm

Health Food & Supplement Regulations and BusinessOpportunities: ASEAN and China

About the Workshop Leaders:

China is in the process of revising the national food safety law with proposedchanges on health supplement regulations. ASEAN is to establish the single marketin 2015 with changes of rules and regulations to facilitate product movement inthe region. This workshop aims to guide participants in navigating the changinghealth supplements regulations in China and ASEAN markets. The workshop willalso give participants an overview on the business opportunities brought about

by the ASEAN Economic Community and the ASEAN-China Free Trade Area.• Business opportunity in ASEAN and China - Free Trade Agreement, Maritime

connectivity and the ASEAN Economic Community 2015• Overview of Health Food regulations in China and the expected changes• Overview of the ASEAN health supplements regulations and the harmonized

technical requirements.

Led by: Pushpanathan Sundram, Managing Director, Celia Zheng, Policy and Government Affairs Adviser, Wai Mun Poon, Regional Regulatory Affairs Manager,Yi Fan Jiang, Regulatory Affairs Advisor, EAS Strategic Advice, Singapore


Transitioning from the Rx to the OTX or OTC route is a challenge which oftenconfronts and perplexes the pharma industry. While the Consumer Productcompanies have had an inherent advantage in dominating the OTC space, thisworkshop will discuss in a structured way how pharma companies can overcometheir traditional mindsets to leverage the opportunity in the OTC space.• Leveraging the ethical heritage for enhancing/extending product life cycles

• Evolving a new Consumer Centric Business Model for pharma companies• Role of Branding in Rx- OTC transition - Brand Building /Identity and Architecture• Leveraging the Power of conventional and alternate media - activation, digital,

social media and e-commerce• Re-envisaging the Distribution Model to maximize consumer outreach

Jyoti is a marketing professional and organisational leader with over 15 years’ experience in senior leadership roles in Strategic Marketing, Brand Building, Commercial Operationsand Business Consulting with both pharma and consumer product companies - Abbott Nutrition, Dumex - Wockhardt / Zydus Wellness/ Dabur India. She has a strong history ofturning around fledgling brands to positions of market dominance and leadership through successful strategic interventions. Jyoti pioneered the creation of nonexistent / nascentcategories that have changed lifestyles and habits - by repositioning brands redefining competition and creating new consumption opportunities

IBCLIFE SCIENCES

2 - 5 March 2015 | Grand Copthorne Waterfront Hotel, Singapore

5TH ANNUAL

TC Pharma Asia

PAST ATTENDING COMPANIES INCLUDE:A Menarini Asia-Pacific Holdings Pte Ltd • A8 Group, Bayer (South East Asia) Pte Ltd • Bayer Consumer Care AG • Blackmores(Malaysia) Sdn Bhd • Blackmores (Singapore) Pte Ltd • Boehringer Ingelheim Singapore Pte Ltd • BP Healthcare Group • CBFleet International Singapore Pte Ltd • CCL Pharmaceuticals Pvt Ltd • CCM International (Philippines) Inc • CCM Pharmaceuticals(S) Pte Ltd • CCM Pharmaceuticals Sdn Bhd • CD Pharma India Pvt Ltd • Cipla Ltd • DKSH • DSM Nutritional Products Asia PacificPte Ltd • Eisai (HK) Co Ltd • Galderma (S) Pte Ltd • Glaxosmithkline Consumer Healthcare Ltd • GlaxoSmithKline PhilippinesInc • IMS Health • Indegene Lifesystems Pvt Ltd • Ingelheim (Malaysia) Sdn Bhd • iNova Pharmaceuticals (Australia) • InQpharmGroup • Inqpharm Sdn Bhd/Inqpharm Group • Ipsen Pharma Vietnam • Kalbe International • Legacy Healthcare • Live-WellNutraceuticals Sdn Bhd • Lovy Pharmacy Sdn Bhd • Mash Health • Mega Lifesciences Ltd • Merck Pte Ltd • Merz Asia PacificPte Ltd • MSD Pharma (Singapore) Pte Ltd • Mundipharma Pharmaceuticals Sdn Bhd • Mundipharma Pte Ltd • NaturalHealth Laboratories Ltd • Nicholas Hall Asia Pacific Pte Ltd • Novartis Asia Pacific Pharmaceuticals Pte Ltd • NTUC UnityHealthcare Co-operative Limited • OLIC Thailand Ltd • Pascual Consumer Healthcare Corporation • Pfizer Inc • PharmaniagaMarketing Sdn Bhd • Pharmaniaga Research Centre Sdn Bhd • Piramal Healthcare Ltd • Prestige Brands International •Procter & Gamble • Professional Insights Marketing Services • PT Actavis Indonesia • PT Anugerah Pharmindo Lestari •PT Bintang Toedjoe Indonesia • PT Combiphar • PT Johnson & Johnson Medical • PT Kalbe Farma Tbk • Pt Merck Tbk •PT Takeda Indonesia • Reckitt Benckiser • Rohto Pharmaceutical Co Ltd • Sanofi-Aventis (Malaysia) Sdn Bhd • Sanofi-Aventis Singapore Pte Ltd • Santen Pharmaceutical Co Ltd • Takeda Pharmaceuticals (Asia Pacific) Pte Ltd • TevaPharmaceutical Investments Singapore Pte Ltd • The People At Work Pte Ltd • United Laboratories - Pediatrica OT •United Laboratories Inc • Warburg Pincus Asia L L C • YSP Industries Malaysia Sdn Bhd • Zuellig Pharma Asia PacificLtd • And many more...

BY GEOGRAPHY

■ Singapore/Malaysia 55%

■ Rest of Southeast Asia (Indonesia,Thailand, Philippines, Vietnam andMyanmar) 20%

■ North Asia 10%

■ India 5%

■ USA & Europe 5%

■ Australia & New Zealand 5%

WHY YOU SHOULD SPONSOR?Position your company as a market leader at this event and our customized Sponsorship & Exhibition package offersprime exposure to key decision-makers and exceptional branding. To explore the range of thought leadership, speaking,branding and marketing opportunities available, please contact Ms. Yvonne Leong at Tel: + 65 6508 2489 orEmail: [email protected]

With uprising trends in self-diagnosis and self-medication, Asia's OTC market is expecting a hugejump in growth rate as significant share of OTC and VMS markets have yet to be fully explored inmany countries like Indonesia, Vietnam and Myanmar.

IBC’s OTC Pharma Asia is the ONLY regional OTC and health supplement marketing conference inAsia and a LEADING and exclusive platform featuring success stories from Heads of OTC, healthsupplements and consumer health marketers from across the region.

Gain market insights and consumer trends in global and regional consumer healthcareUnderstand and prepare for regulatory changes in OTC, VMS and Traditional MedicineLearn best practices in marketing and branding strategies from leading playersGet the latest updates on product and marketing innovationLearn to adapt business and marketing approaches to suit market needs in established andemerging markets

Who Should Attend?


BY INDUSTRY

■ Pharma Companies: 55%

■ Health Supplement Companies20%

■ FMCG 10%

■ Distributors 10%

■ Others (Consultants, Packagingand Labeling and softwareproviders) 5%

FREEGROUP

DISCOUNT

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5TH ANNUAL OTC PHARMA ASIA

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Payment must be received 10 business days prior to the event.To take advantage of discounts with an expiry date, registrationand payment must be received by the cut-off date.• Payment by bankers draft or cheque in S$ or US$ should be

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