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Develop Strategies to Demonstrate Your Drugs' Long Term Clinical and Economic Value to Payers in a Consumer-Centric Environment
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3rd Pharmaceutical Managed Markets 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
RegISteR by FebRuaRy 4, 2011 FoR eaRly bIRd PRIcIng
PROUDLY PRESENTS
Featuring Presentations from Leading Pharmaceutical Companies: PLan FOr The FUTUre
an overview of the challenges and opportunities Presented by the economic, Political, and Social trends Shaping Managed MarketsKevin McDermott, Vice President, Managed Markets, DAIICHI SANKYO
heaLThcare reFOrMWhat to expect From the new Managed Markets landscape Facing the Industry due to the Patient Protection affordable care act (PPaca) Andrew Zebrak, Director, Government Affairs & Public Policy, BOEHRINGER INGELHEIM PHARMACEUTICALS
MarKeTinG acrOSS heaLThcare SeTTinGSdemonstrating Value to Payers to ensure that your drug is accessible through transitions in care Diane Sullivan, Vice President, US Specialty Customers, PFIZER
OncOLOGY caSe STUdY: cOMParaTiVe eFFecTiVeneSS reSearch (cer)Providing evidence for guiding coverage decisions by PayersTimothy Birner, PharmD, MBA, Director, Global Evidence & Value Development (EVD) Medical Affairs, Global R&D, SANOFI-AVENTIS
EXECUTIVE PANEL DISCUSSIONHow Will Big Pharma Adjust to Changes in Managed Markets?Kevin McDermott, Vice President, Managed Markets, DAIICHI SANKYODonald Sawyer, Vice President, Managed Markets, ASTRAZENECAKent Rogers, MBA, Vice President, Managed Markets, ACORDA THERAPEUTICS
Don’t Miss: POST cOnFerence WOrKShOP: MOVinG BeYOnd Price in cOnTracT neGOTiaTiOnS
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
EvEnt SponSor:
TO reGiSTer caLL 866-207-6528 Or ViSiT US aT WWW.exLPharMa.cOM/3rdManaGedMarKeTS
Our EstEEmEd spEakEr Faculty IncludEsTimoThy Birner, PharmD, mBA, Direc-tor, Global evidence & Value Development (eVD) medical Affairs, Global r&D, SanoFI-aVentIS
GinA ForD, rPh, mBA, Senior Director, reimbursement Services, IPSen uS
ole hAuch, Director of health economics and outcomes research, aStRaZeneca
KeVin mcDermoTT, Vice President, managed markets, daIIcHI SanKyo
ShAun meehAn, mBA, regional Account executive, managed markets, ucb
GABrielle PASTore, managed markets Brand Director, aStRaZeneca
KenT roGerS, mBA, Vice President, managed markets, acoRda tHeRaPeutIcS
DonAlD SAwyer, Vice President, managed markets, aStRaZeneca
Bill Soucie, head of managed markets, PHaRMadeRM
DiAne SulliVAn, Vice President, uS Specialty customers, PFIZeR
AnDrew ZeBrAK, Director, Government Affairs & Public Policy, boeHRIngeR IngelHeIM PHaRMaceutIcalS
Dear Colleague,
The world of managed care and health insurance is in a state of flux due to the passage 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-ners in a marketplace governed by new rules.
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-ceutical managed markets managers facilitating a discussion about how to best build new strategies to make sure their drugs continue to be covered in light of the changes. The conference agenda has been designed to illustrate innovative ways in which phar-maceutical companies can most effectively demonstrate that their drugs will keep overall treatment costs low for the payers by meeting the health needs of the patient.
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.
Sincerely,
dave Hoffman kristen HunterConference Director Team Leader, [email protected] ExL Pharma
Room ReseRvationsif you require overnight accommodations, please contact the le meridien philadelphia at 215-422-8200 to book your room. exL has reserved a block of rooms at a discounted rate for conference participants. Please mention exL Pharma and the conference name to take ad-vantage of the discount. You must book your room by March 1, 2011 to be eligible for the dis-counted rate. Please book your room early, as the rooms available at this rate are limited.
le meridien is located in the heart of the city’s business district and less than one block from the Pennsylvania Convention Center.
Hotel Information
Sponsorship and Exhibiting Opportunities:Do you want to spread the word about your organization’s solutions and services to potential clients who will be attending this event? take advantage of the opportunity 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 a package that suits all your needs. to learn more about these opportunities, please contact steve Decker at (212) 400-6234, or [email protected].
WHO SHOuLD attEnD?Pharmaceutical, biotech, and medical device professionals who focus on:• Managed Markets Marketing• Managed Care Operations• Managed Healthcare• Pharmacy Marketing• Payer and Institutional Marketing• Clinical Pharmacy• Pull Through Marketing • Pull Through Services• Pharmacoeconimics• Pricing• eMarketing• Customer Marketing• Patient Managers• Product Managers• Government Affairs• Reimbursement• Benefits• Medical Policy• Government Affairs
You will also meet representatives from:• Marketing/PR/advertising companies• Managed Care Consultants• Healthcare Payers• Pharmacy Benefit Managers (PBMs)
WHy yOu must attEnd:
• Achieve clarity to set your market strategies by attending the first conference on managed markets to take place after the pivotal 2010 elections
• Expand your market knowledge by moving beyond managed care organizations to build relationships applicable to any managed markets payers
• Learn strategic insights supported by specific, groundbreaking case studies to keep competitive as the managed markets landscape changes
COnFErEnCE Day OnE: Wednesday, March 23, 2011
to register Call 866-207-6528 or Visit us at www.exlpharma.com/3rdmanagedmarkets
8:00 Registration and Continental Breakfast for Conference Participants
9:00 Welcome and Chairperson’s Opening RemarksShaun Meehan, MBA, Regional Account Executive, Managed Markets, UCB
9:15 PLAN FOR THE FUTUREDiscussing the Challenges and Opportunities Presented by the Economic, Political, and Social Trends Shaping Managed Markets• Theincreasingimportanceofdemonstratingauniquevaluepropositionforyour medicationasafunctionofoverallcontinuumofcareforpayerstokeepdowncosts acrossthepatient’slifelongtreatmentneeds• Howmanagedmarketsdepartmentsareadaptingtodownsizingandthebreaking downoftraditionalsilostotranslateformularypreferenceintosales• Rebates,medicallossratios,chronicconditions,andhealthinsuranceexchanges– whatdoeshealthcarereformmeantoyou?Kevin McDermott, Vice President, Managed Markets, DAIICHI SANKYO
10:00 MANAGED MARKETS STAKEHOLDERSCreating a Strategy to Make Your Drug Available for Pa-tients Using the Entire Managed Markets Marketplace • Understandingeconomic,social,andregulatorychangesthataffectthecritical interactionbetweenhealthcareproviders,pharmacybenefitmanagers,channel strategies, consumer marketing, competitors research pipelines, and generics. • Reorganizingandbreakingdowninternalsilosasastrategytotranslateformulary status into sales• RecognizingdifferencesinmarketingtoHMOs,Medicaid,MedicareD,Hospitals, and Long Term Care FacilitiesBill Soucie, Head of Managed Markets, PHARMADERM
10:45 networking and refreshment break
11:15 HEALTHCARE REFORM What to Expect From the New Managed Markets Landscape Facing the Pharmaceutical Industry Markets Due to the Patient Protection Affordable Care Act (PPACA) • Analyzinghowtheincreasedcosts(rebatesanddiscounts)andopportunities (expandedcoverageandutilization)underMedicaidandMedicaremayimpact manufacturers?• Understandinghowtheuninsuredwillbecoveredunderhealthcarereform?• WhatishappeningwithMedicareAdvantageplanpaymentrates?• Theimpactofthenewmedicallossratio(MLR)rulesonmanagedmarkets• Willprivatecoverageerodeforworkersandretirees?Wherewilltheselivesgo?Andrew Zebrak, Director, Government Affairs & Public Policy, BOEHRINGER INGELHEIM PHARMACEUTICALS
12:00 INTERNAL COLLABORATIONDeveloping an Internal Strategic Marketing Campaign to Translate Marketing Efforts into Sales• Identifyingthemostappropriatemarketingchannelsforaneffectiveallocationof resources• Coordinatingeffortstoincreasecustomerdemandbyusingasuccessfulpull- through strategy• Increasingyourabilitytofillpayer’scostcontainmentneedsbyinvolvingthem early in your development processDonald Sawyer, Vice President, Managed Markets, ASTRAZENECA
12:45 lunch Break for conference attendees
1:45 CREATING SYNERGY WITH THE SALES FORCEInitiating an Effective Pull-Through Strategy to Spur Sales by Maximizing Collaboration with the Sales Force• Understandingthenewroleofthesalesmanagerinordertosuccessfullycompete in the managed market environment• Gettingbuy-infromthefieldrepstoensuremessageconsistencyandaccuracy• Whatdoestoday’s“pre-callplanning”looklikeforrepresentativesanddistrict managers,andwhatroledoesitplayinexecutingpull-throughplans?
• HowaccountmanagerscanensuredaytodaysuccessesofMCOpull-through strategies on a regional and national levelShaun Meehan, MBA, Regional Account Executive, Managed Markets, UCB
2:30 MARKETING ACROSS HEALTHCARE SETTINGSDemonstrating Value to Payers to Ensure that your Drug is Accessible through Transitions in Care • Creatingandcommunicatingavaluepropositionthatdemonstratesthatyourdrug willreducelongtermtreatmentcostsacrosssettings• Ensuringformularypreferencebydemonstratingthatyourdrugoffersbenefitsthat competitorscannotintermsofreducinghospitalstays• Workingapullthroughstrategytoensurethatpatientsandphysicianscontinueto correctlyuseyourdrugafteratransitionincaresetting• Demonstratingtheimportanceofmakingsurethatyourdrugremainsavailableand affordable throughout changes in care settingsDiane E. Sullivan, Vice President, US Specialty Customers, PFIZER
3:15 networking and refreshment Break
3:45 PRICING CASE STUDY Determining the Price of a New Product to Ensure Competitive Formulary Placement• Applyingpricingtheoryforfirst-in-classproducts• Showingvalueusingpharmacoeconomicmodeling• WhateffectwillthePPACAhaveonpricing?Kent Rogers, MBA, Vice President, Managed Markets, ACORDA THERAPEUTICS
4:30 EXECUTIVE PANEL DISCUSSION How Will Big Pharma Adjust to Changes in Managed Markets?• Whatimplicationsdoesgrowinggovernmentcoveragehaveonpricing?• Isthebigpharmamodelindecline?• Smallbiotechvs.bigpharma–rightsizingmanagedmarketsdepartments• Howspecialtyproductsarechangingthelandscape• Whatimpactwillheathinsuranceexchangeshaveonpharmaceuticalmanaged markets?PANELISTS:Kevin McDermott, Vice President, Managed Markets, DAIICHI SANKYODonald Sawyer, Vice President, Managed Markets, ASTRAZENECAKent Rogers, MBA, Vice President, Managed Markets, ACORDA THERAPEUTICS
5:15 ROUNDTABLE DISCUSSIONS Audience Members will Split into Smaller Groups for Interactive Discussions of Key Issues1- ADDRESSINGPRIORAPPROVAL:HowCanYouOvercomeaPotentiallyRestrictive PriorApprovalStatusbyIncreasingPatientAccesstoYourDrug?2- THEFUTUREOFMANAGEDMARKETS:IstheBigPharmaModelinDecline?3- MEDICARED:WhatAretheImplicationsofGrowingGovernmentCoverage?4- TARGETEDMARKETING:HowCanYouMarkettoPayers’NeedsbyTargetingHigh RiskPopulationsIdentifyingPayerswhoCoverPopulationsthatCanBenefitMost fromYourDrug?5- SEGMENTMARKETING:WhatistheBestWaytoEffectivelyMarketMedicalBenefitDrugs?6- MARKETINGACROSSHEALTHCARESETTINGS:WhatBestDemonstratesValueto Payers to Ensure that your Drug is Accessible through Transitions in Care ROUNDTABLE MODERATORS:Gabrielle Pastore, Managed Markets Brand Director, ASTRAZENECAShaun Meehan, MBA, Regional Account Executive, Managed Markets,UCBBill Soucie, Head of Managed Markets, PHARMADERM
IF YOU WOULD LIKE TO MODERATE A ROUNDTABLE, CONTACT daVe hOFFMan AT (917) 258-5144 OR [email protected]
6:00 End of day One
COnFErEnCE Day tWO: thursday, March 24, 2011
8:00 Continental Breakfast for Conference Participants
9:00 Conference Chair’s Recap of Day OneShaun Meehan, MBA, Regional Account Executive, Managed Markets, UCB
9:15 COMPARATIVE EFFECTIVENESS RESEARCH AND DRUG DEVELOPMENT
Using Health Outcomes as a Key Component of Drug Development to Provide Context for Product Positioning• Definingeffectivenessforpayersinlightofrealworldconditionssuchas concomitantdisease,patientadherencepatterns,andrealworldprescribing patterns• Supportingyourvaluepropositionbydemonstratingthataproduct’smechanism ofaction,route,frequency,onset,duration,efficacy,tolerability,andsafetyare unique• Howmanycomparativeeffectivenessresearchstudiesareavailableforyouto providedatatopayers?• StrategicallyplanningclinicaltrialstodemonstratevalueforpayersOle Hauch, Director of Health Economics and Outcomes Research, ASTRAZENECA
10:00 ONCOLOGY CASE STUDY: COMPARATIVE EFFECTIVENESS RESEARCH (CER)
Providing Evidence for Guiding Coverage Decisions by Payers• Engagingpatients/membersinCER• Criticalchallengesofgenomicsandpersonalizedmedicine• Improvingclinicalevidence,producingvalue,andreducingcostsinoncology• TranslatingevidencetopracticeTimothy 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 • Turningthedatathatisincludedinmostmanagedmarketsstrategiesinto actionable insights that better support access to therapy• Combiningpayerpolicyresearchwithutilizationinformaticstodevelopadata- driven commercialization strategy• Integratingpayersurveillanceandweb-basedapplicationstoimprovefieldforce efficiency• Understandingtheinfluenceofcurrentlegislativemandatesonpayerpolicyand formularydecisionmakingJessica 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• Effectivelyallocatingresourcesbymeasuringwhichpatientsmayormaynotbe willingtopay• Fundingpatientassistanceprogramstohelppatientspaytheirshareofcoverage onabasisoftheirfinancialneed• Issuingco-paycardsfordoctorstodistributetopatientstoencouragethemtouse your drugGina Ford, RPh, MBA, Senior Director, Reimbursement Services, IPSEN US
12:45 End of main conference/ lunch for Workshop participants
1:45 POST CONFERENCE WORKSHOP: MOVING BEYOND PRICE IN CONTRACT NEGOTIATIONS
Using a Solutions Based Approach to Gain an Advantage in Contract Negotiations with PayersMarketplaceandgovernmentchangesareforcingmanufacturersandproviderstotakeamorecarefulviewofthestrategicimpactofcontracting,movingthemethodologyawayfromasimpletransactiontoavaluebasedpartnership.Usingcasestudies,thisworkshopwillexamineboththenewdriversgoverningthemarketplace and the business causes that have changed the negotiation process.
Learnhowto:• Understandtherelationshipbetweenmarketneedsandprocessimprovements• Managethenegotiationprocesstoimpactandimprovetheoutcome• Developnewmetricsaspharmaceuticalcompaniesandhealthplansmoveaway fromAWPasabenchmark• Movebeyondpriceasaleverbyadoptinga“BusinesstoBusiness”approachto contract negotiations• BuildpartnershipswithMCOsbynegotiatingcontractsthataccountfortheirneeds suchasadverseselectedpopulations,bedsperthousand,andtheirbookof businessGerald Clor, Former Manager, Career Training & Development, Organized Customer & Managed Markets Training, ROCHE LABORATORIES; Independent Managed Care, Managed Markets & Account Manager Training & Development Consultant
3:15 networking and refreshment Break
4:45 Workshop concludes
to register Call 866-207-6528 or Visit us at www.exlpharma.com/3rdmanagedmarkets
registration Fees for attending ExL Pharma’s 3rd Man-aged Markets Insight and Marketing Summit Conference:
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.
make checks payable to Exl Events, Inc. and write code p910 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 upcom-ing 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 two years from the voucher issue date.
to receive a refund or voucher, please fax your request to 888-221-6750.
please note: Conference registrations may be transferred to other colleagues in the event you 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 conference.
Please notify exL Pharma, [email protected], prior to the event with the name and contact information of the replacement attendee.
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.
*the opinions of this faculty do not necessarily reflect those of the companies they represent or exL events, inc.*
FIVE WayS tO rEGIStErFax: 888-221-6750Mail: ExL Events, Inc. 555 8th Ave, Ste 310 New York, NY 10018Phone: 866-207-6528Online: www.exlpharma.comEmail: [email protected]
rEGIStratIOn PrICInGEARLY-BIRD PRICINGRegister by Friday, February 4, 2011: Conference + Workshop $1995Conference Only $1695
STANDARD PRICINGRegister After Friday, February 4, 2011: Conference + Workshop $2195Conference Only $1895
ONSITE PRICINGConference + Workshop $2295Conference Only $1995
MEDIa PartnErS
Do you have a question about the event? Would you like to get involved as a speaker or discussion leader at our 4th Pharmaceutical Managed Mar-kets Insight and Marketing Summit?
Please email Conference Director, dave Hoffman at [email protected]
to register Call 866-207-6528 or Visit us at www.exlpharma.com/3rdmanagedmarkets
3rd Pharmaceutical Managed Markets 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
PROUDLY PRESENTS
Featuring Presentations from Leading Pharmaceutical Companies:PLan FOr The FUTUre
an overview of the challenges and opportunities Presented by the economic, Political, and Social trends Shaping Managed MarketsKevin McDermott, Vice President, Managed Markets, DAIICHI SANKYO
heaLThcare reFOrMWhat to expect From the new Managed Markets landscape Facing the Industry due to the Patient Protection affordable care act (PPaca) Andrew Zebrak, Director, Government Affairs & Public Policy, BOEHRINGER INGELHEIM PHARMACEUTICALS
MarKeTinG acrOSS heaLThcare SeTTinGSdemonstrating Value to Payers to ensure that your drug is accessible through transitions in care Diane Sullivan, Vice President, US Specialty Customers, PFIZER
OncOLOGY caSe STUdY: cOMParaTiVe eFFecTiVeneSS reSearch (cer)Providing evidence for guiding coverage decisions by PayersTimothy Birner, PharmD, MBA, Director, Global Evidence & Value Development (EVD) Medical Affairs, Global R&D, SANOFI-AVENTIS
EvEnt SponSor:TO reGiSTer caLL 866-207-6528 Or ViSiT US aT
WWW.exLPharMa .cOM/3rdManaGedMarKeTS
Our EstEEmEd spEakEr Faculty IncludEsTimoThy Birner, PharmD, mBA, Director, Global evidence & Value Development (eVD) medical Affairs, Global r&D, SanoFI-aVentIS
GinA ForD, rPh, mBA, Senior Director, reimbursement Services, IPSen uS
ole hAuch, Director of health economics and outcomes research, aStRaZeneca
KeVin mcDermoTT, Vice President, managed markets, daIIcHI SanKyo
ShAun meehAn, mBA, regional Account executive, managed markets, ucb
GABrielle PASTore, managed markets Brand Director, aStRaZeneca
KenT roGerS, mBA, Vice President, managed markets, acoRda tHeRaPeutIcS
DonAlD SAwyer, Vice President, managed markets, aStRaZeneca
Bill Soucie, head of managed markets, PHaRMadeRM
DiAne SulliVAn, Vice President, uS Specialty customers, PFIZeR
AnDrew ZeBrAK, Director, Government Affairs & Public Policy, boeHRIngeR IngelHeIM PHaRMaceutIcalS
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