1. BY ROBIN ROBINSON
NICHEBUSTERS
vs.
BLOCKBUSTER$
T
Following the science instead ransformation in the industry is every-
where, driven by healthcare reform, The Industry’s Failed Responses
of the money will warrant a increased regulatory scrutiny, patent to a Changing Market
expiry cliffs, and thinning pipelines.
IMS LISTS FIVE REACTIVE STRATEGIES
radical shift in commercial The old ways of doing anything — drug
PHARMA COMPANIES HAVE EMPLOYED TO
development, drug research, sales, marketing,
model strategies. launch activities, market research — are no FIGHT THEIR DECLINING BOTTOM LINE,
longer effective and need serious revamping. NONE OF WHICH, ACCORDING TO
Enter the nichebuster model — a business
paradigm that involves following the science of ANALYSTS, MEET WITH MUCH LONG-TERM
a disease to determine where a drug can inter- SUCCESS, FURTHER PROOF THAT A
vene along its pathway to create a positive treat- PARADIGM CHANGE IS NEEDED.
ment outcome for a smaller population of I ACQUISITIONS: There is no evidence that
patients. The model isn’t new; companies have
mergers add value in the long term.
been looking to smaller targeted indica-
tions, sometimes as added indications Although in the short term companies
“Drug for their blockbuster drugs, for more benefit from removing overlap, funda-
companies are than 10 years. What is new is the mental issues remain post merger.
recognizing that the industry’s increased focus on rein- I REDUCING THE SALESFORCE: Although
old model is changing and venting its commercial strategies,
this was a reasonable method for improv-
the change will be for the and the nichebuster model has
good.” moved front and center of this ing investment returns in the short term,
focus. it’s been insufficient to change the unhap-
BILL LITTLE
Delta Marketing A recent IMS Health special py course of P&L trends.
report, Understanding New Com- I INVESTING IN PHARMERGING MAR-
Dynamics
mercial Models in the Pharmaceutical KETS: The world’s pharmerging markets
Industry, shows that the industry has
have decidedly strong growth prospects,
been trying outmoded methods for building
revenue over the past few years with no dis- yet the numbers will not be large enough
cernable positive outcome. in the next five years to fill the gap.
According to Sydney Clark, VP, practice I RESTRUCTURING THE ORGANIZATION:
leader for commercial effectiveness at IMS This could be a good first move if the goal
“Marketing Health, maximizing the efficiency of commer-
is to operate against fundamentally differ-
cial operations is standard fare for companies
will be less about ent metrics.
operating in a difficult economy with bud-
Product A vs. Product B get constraints. Yet, because the biophar- I EMPLOYING A NEW MANAGEMENT
and more about where ma world is being upended, creating TEAM: In actuality, what is needed is new
does the product fit into the commercial efficiencies is no longer sim- thinking, not necessarily new leadership.
overall therapeutic course.” ply about managing costs; it’s about
DR. RICHARD VANDERVEER devising a new commercial model that Source: IMS Health report, Understanding New
GfK better leverages available or yet-to-be-dis- Commercial Models in the Pharmaceutical Industry.
covered approaches to suit the new market For more information, visit imshealth.com.
reality.
32 September 2010 PharmaVOICE

2. “Physicians NICHEBUSTERS
are losing their
power, and payers are
gaining power, which is
“The niche- creating a more competitive
buster commercial landscape with tighter
model will require both regulations and a tougher
science and marketing to launch environment.”
align.” SYDNEY CLARK
GIL BASHE IMS Health
Makovsky + Company
“There
will need to be a
very considered
These attempts fail because they miss the covered a number of indica- approach to balancing the
fundamental issue, Mr. Clark says. tions for the treatment of need for rigor vs. market
“The landscape has changed and the tried- other acute leukemias and research spend.”
and-true methods do not work,” he says. “Phar- other disorders — there have JULIANA MASTROSERIO
ma companies need to operate in a more inte- been four to five additional Johnson & Johnson
grated fashion with more internal coordination indications outside of the oncolo-
instead of looking at their commercial model in gy area — and some of these turned
isolation or making changes piecemeal.” out to be bigger than people expected.
Developing a new commercial model is one They are all considered niche indications but
component of what should be a very broad and were sequentially built out of that one pro-
coordinated response that includes R&D port- gram.”
folio management, pharmerging market pres-
ence, and overreaching business models. The Impact of the New Paradigm
The shift will not be made quickly, howev-
er, says Sushiel Keswani, executive director, on Commercial Activity
advisory services, life sciences customer The industry is in the early stages of inves-
domain, for Ernst & Young Advisory Services. tigating new commercial models to meet the cally change the playing field as the value
“Companies will have to maintain their cur- needs of the emerging nichebuster environ- proposition moves from developing drugs to
rent course for a while, because niche markets ment. With new market realities coming into delivering healthy outcomes.
require new capabilities and new services and, play, changes will have to be made, and some “Payers, with respect to reimbursements,
most importantly, new ways to secure reim- of them may be drastic, our experts say. will be in the driver seat, not physicians,” says
bursement,” he says. “A major shift requires a According to IMS Health, in less than five Mr. Keswani. “Reimbursement will become
long-term strategy and those companies that years, companies in the mature markets will be the key driver for success in the niche mar-
have the coffers will invest first, and once they forced to evolve their commercial practices in ket.”
realize the value, more will follow. But even fundamental ways. Our experts discuss how Companies that adopt a nichebuster model
then, the shift will not be from one model to companies can be prepared for transformations will have to prepare for a major paradigm shift
another, but more of a hybrid of the two.” in marketing and sales, market research, and that involves proving comparative effective-
According to Trevor Mundel, global head of the need to develop relationships with payers. ness and healthy outcomes to payers and man-
development at Novartis, the nichebuster aged care organizations that their drugs should
model has emerged, in some ways, uninten- PAYERS be the preferred therapies on formularies. Mr.
tionally, stemming from researchers following The single biggest change facing the indus- Keswani says pharma companies will also need
disease pathways of established indications and try is the shift of power to payers from physi- to build new capabilities and learn how to
discovering smaller indications that fulfill cians. As payers become the gatekeepers for negotiate the reimbursement landscape.
unmet needs of a smaller, targeted population. determining which drugs reach patients, com- Another challenge to this new model will
He cites, for example, Novartis’ Gleevec, panies will need to target sales and marketing be the need to prove the value of one drug over
which started out as a niche drug and then with efforts accordingly. its competition.
further testing, was found to treat other indica- According to the Ernst & Young report, “Proving comparative effectiveness requires
tions both in and out of the leukemia family of Progressions, Pharma 3.0, sales strategies will having mechanisms and capabilities in place to
diseases. Gleevec was first approved in 2001 for target payers rather than prescribing doctors measure outcomes, and that is a major chal-
adult and pediatric chronic myelogenous and pharma companies will focus on compara- lenge for pharma,” Mr. Keswani says.
leukemia (CML) and for the treatment of a rare tive research to generate data specifically for As a result of comparative effectiveness, the
form of cancer called gastrointestinal stromal that purpose. In the report, Ernst & Young niche model is going to require a focused effort
tumor (GIST). refers to the emerging commercial model as the not only on what population to target but what
“This was a niche population at the time,” “healthy outcomes” model driven by healthcare population not to target.
Mr. Mundel says. “When we started that pro- reform, demographics, personalized medicine, “Companies will need more data to prove
gram for CML there were only about 30,000 health information technology, and the rise of clinical and economic value of their drugs and
patients; this is a very targeted group. We dis- the superconsumer. All these factors will radi- the decision-making becomes more complicat-
PharmaVOICE September 2010 33

3. “The
industry is
struggling with the
hurdles of the
harmonious marriage of
science and money.”
“The
old model that TREVOR MUNDEL
served the industry so Novartis
well for 20 years isn’t
working today and new
opportunities need to be
evaluated.”
HARRIS KAPLAN
Healogix
ed,” Mr. Clark of IMS Health says. “Pharma concepts, journal Marketers will have to identify where a
companies need to make these decisions early on ads, sales messaging, product fits in an overall treatment program
in the process and they need to make sure they and other traditional sales communication and what to offer physicians to show which
have the data to convince stakeholders that the methods will likely need to evolve to be a more patients are best suited for the product and how
drug will be differentiated in the marketplace.” clinically oriented strategic partner.” they will benefit.
According to Bill Little, president of Delta Gil Bashe, executive VP at Makovsky + “Make my product the No. 1 selection for
Marketing Dynamics, federal and state legisla- Company, says such a model will require sci- hypertension is old speak,” Dr. Vanderveer says.
tors are going to shape what the industry is ence and marketing to align. In the block- “We are headed into an era of outcomes data
able to do in terms of sales and marketing, so buster model, science is very separate from the that will identify the patients best suited for the
as a result, companies will start moving toward marketing side of the business, however, treatment and how the treatment will make the
a value-based comparative effectiveness model. nichebusters require a different set of skills overall therapy efficient and effective.”
“Drug companies are recognizing that the and a different type of organization where sci-
old model is changing and will change for ence, advocacy, policy, and reimbursement are SALES
good,” Mr. Little says. “Companies will be mov- more important than the physical aspects of As the paradigm shift moves through the
ing from a blockbuster model into a nichebuster traditional marketing, he says. different sectors, traditional sales models will
model, because it’s better to own a space with a “Consumers are very wired into patient and also be impacted.
smaller population of patients than to add one physician networks and have become very “In my opinion, salesforces will likely con-
more product to a large mature market with savvy, so patient-access programs become tinue to be cut back,” Ms. Mastroserio says.
many other brands.” much more important from the moment the “Those sales reps who remain will need to
product is launched,” Mr. Bashe says. become more specialized as their customers
MARKETING There will be a need for stronger market- change. Whether a product is adopted is more
Marketing efforts will become more target- ing staff on the reimbursement end to deal likely to become the province of payers rather
ed and the focus will shift from the product to with both private and government payers. than physicians. Physicians may be required to
the overall health of the patient, our experts say. Advertising for these products may become seek product education through other means
“There is a move toward personalized less important in the marketing mix over the rather than through a traditional sales rep.”
medicine, driven by payers’ unwillingness to long term, but digital communications, edu- The cutbacks in salesforces over the past
fund branded pharmaceuticals uniformly across cation, ongoing science, and scientific few years are examples of the industry trying to
all patients,” says Harris Kaplan, president and exchange will become much more important. adjust to a new paradigm without making
CEO of Healogix. “As a result, product mar- “Advocacy is also important and compa- fundamental changes, Dr. Vanderveer says.
keters need to be prepared to narrow their focus, nies will have to make sure patients have a lis- The role of the sales rep needs a major rethink-
which means the old marketing model that tening post,” Mr. Bashe says. ing, not a modification.
served the industry so well for 20 years won’t Other changes in marketing strategy will “Reducing salesforce numbers by 10% is
work very well in the future, and new opportu- include a shift to providing services, such as tweaking the model, but that doesn’t get to
nities need to be evaluated in the context of a compliance programs, as part of a holistic the root issue,” Dr. Vanderveer says.
world where payers often hold the keys to the treatment program as opposed to just selling a Changing the role of pharma sales reps
kingdom.” bottle of pills, says Richard Vanderveer, Ph.D., would be what he calls disruptive change and
Juliana Mastroserio, senior manager of mar- CEO of GfK Healthcare. most people are resistant to that much change.
keting research at Johnson & Johnson, has only “Marketing will be less about Product A vs. “When we talk about changing to a com-
worked on products intended for large patient Product B and become more about determin- pletely new paradigm, there is a tremendous
markets and a broad physician base of support, ing where a product fits in the overall thera- temptation to cling to the here and now
but she expects the industry to start moving peutic course and what else should be done in because it is the known,” Dr. Vanderveer says.
toward niche marketing, as fewer drugs are terms of patient compliance programs and to “However, disruptive change is what it will
likely to achieve the billion-dollar plus status. support the product,” Dr. Vanderveer says. take to revamp the sales role of the future. The
“Successful companies will learn how to “There is a tremendous opportunity to expand industry has reduced the numbers, but the reps
become more nimble, make decisions faster, beyond a bottle of pills into a complete treat- are still doing the same thing. We have not
and adopt different marketing strategies and ment program and by using in-depth spent any time thinking about what it is that
tactics,” Ms. Mastroserio says. “Advertising exploratory market research; the industry can the rep of 2011 and beyond should be doing.”
agencies accustomed to producing ad/visual aid create a very different business model.” Mr. Kaplan from Healogix agrees. “The rea-
34 September 2010 PharmaVOICE

4. Developed by: THE LARGEST AND MOST INTERACTIVE PharmaVoice readers save
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For: Save $400
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5th Annual
eyeforpharma eCommunications
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Boston Hyatt Harborside, USA - www.eyeforpharma.com/ecomm/pharmavoice
Revamp Your eCommunications Strategy: What Really
Revamp Your eCommunications Strategy: What Really
Makes Your Customer Tick?
Your
Not
Not just the usual suspects:
usual
We're
We're going to take you on a journey to ensure you:
journey David
David Stern
Executive Vice President
Executive Vice President
EMD Serono
Serono
Know your customer: Examine stakeholder and patient
stakeholder patient
behavior, understand what your customer needs and hear from
behavior, what your customer from
Walter Christensen
Walter
physicians themselves about how they think
physicians themselves about how Senior Vice President
Senior Vice President
Neurometrix
Neurometrix
Reach
Reach your customer: Engage your audience with mobile
your audience with mobile
Cynthia North
Cynthia North
marketing and apps, foster communication via your website and
marketing apps, foster communication your website Consumer Marketing
Consumer Marketing
provide content and services to meet physician demand
provide content services physician Director
Director
Bayer
Bayer
Christine Coyne
Coyne
Interact with
Interact with your customer: Understand how to develop a
Understand how develop Senior Director, Adult
Senior Director, Adult
social media program in corporate and brand communications
social program corporate communications Endocrinology
Endocrinology
Endo
Endo Pharma
and how to measure success
how success
Shwen
Shwen Gwee
Digital Strategy
Digital Strategy and
Bring Value: How
Bring Value: How to ensure your customer derives value from
your customer derives value from Social Media
Social Media Lead
Vertex Pharmaceuticals
Vertex Pharmaceuticals
your online and virtual marketing e orts
your online virtual marketing orts
Paul Butcher
Paul Butcher
Director of
Director of
"A
"A very useful meeting, the speakers were excellent
useful meeting, speakers excellent Communications
Communications
Citi
Citi
and
and the content was relevant."
content relevant."
Preeti Pinto
Pinto
Ruth Clements, Director, Bayer
Ruth Clements, Director, Bayer Executive Director,
Executive Director,
Promotional
Promotional
RegulatoryA
RegulatoryA airs
ryA
AstraZeneca
AstraZeneca
Diamond Sponsor: Gold Sponsors:
Sponsors:
Workshop Sponsors: Networking Reception Sponsor:
eception Sponsor: Gold Exhibitor:
Exhibitor: Supporting Partners:
Supporting Partners:
Open now to see the full agenda and speaker faculty
full faculty
PDF created for: Lauren Unger (lunger@makovsky.com) 9/2/2010

5. Developed by:
Not just another social Here goes… campaigns. Don't forget, it's also a key
opportunity to rub shoulders with the key
media conference. I have invited the most forward thinking thought leaders in the space, beware – sparks
will fly!
leaders in the industry to discuss more than
I promise. just what’s out there and what they’re doing
in the space. They will also give you case This is a unique o ering in a crowd of
How many social media conferences have studies, for example how to launch a branded conferences that just focus on one channel
you been contacted about so far this year? app, or what SEO strategy to adopt for the or aspect of your overall marketing goal. It's
Two hundred billion? Thought so. The best ROI. Beyond that, I have invited simple, I want you to be able to take stock of
market is abound with social media meetings speakers from big pharma all the way to your overall eMarketing e orts, consolidate
– plus because it’s social media it’s deemed micro pharma, medical device and and start 2011 with fresh impetus and the
appropriate to contact you incessantly diagnostics companies, healthcare knowledge to really push the envelope.
through every channel you actually used to companies and and other regulated
like using. You’re thinking this is just industries. This is designed to o er you a Be a part of it.
another face in the crowd, right? Wrong. broad range of perspectives and an
overarching look at what can be achieved
The rapidly changing face of web, search, with any budget in any part of the industry.
social media, and with mobile now coming
to the fore, it’s getting harder to decide Linking online and o ine techniques
which channels to focus on. Then you need sounds simple – so why isn’t everybody
to successfully integrate it into your doing it? Integrating the two is a sure fire Claire Poole
traditional marketing campaign. I know how way to instantly make your overall marketing Vice President
overwhelmed with information you are, so I campaign cohesive and ensure you are eyeforpharma
want to take a di erent perspective on the capitalizing on and marketing every aspect
usual topics, look at the challenges and then of your brand or product. The first step on Check the website for more information:
show you how to put some solutions into this journey is to hear from the people who www.eyeforpharma.com/ecomm/
action. are making it happen. Successfully. pharmavoice
eComunications 2010 is the highlight of the
industry calendar for all professionals who
are serious about the future of their
Some new faces, some well known faces - all industry experts:
well known all industry
David
David Stern Walter
Walter Christensen Paul Butcher
Paul Butcher Cynthia North
Cynthia North Paul
Paul Kang Preeti Pinto
Pinto
Executive Vice President
Vi
Executive Vice President Senior Vice President of
Senior Vi President of
Vice Director of
Director of Consumer Marketing
Consumer Marketing Director
Director Executive Director,
Executive Director,
EMD Serono Global Sales
Global Sales Communications
Communications Director
Director Pfizer Promotional Regulatory
Promotional Regulatory
Neurometrix
Neurometrix Citi
Citi Bayer
Bayer A airs
airs
AstraZeneca
Marc Monseau
Monseau Ruth Clements
Ruth Clements Christine Coyne
Coyne Shwen
Shwen Gwee Heather
Heather Bertha Mark Lightowler
Mark Lightowler
Director of Media
Director of Media Director
Director Senior Director, Adult
Senior Director, Adult Digital Strategy and
Digital Strategy and Senior Product Director
Senior Product Director Global Brand Director
Global Brand Director
Relations
Relations Bayer
Bayer Endocrinology
Endocrinology Social Media
Social Media Lead Aton
Aton Pharma Respiratory Fra
Respiratory Franchise
Franchise
Johnson Johnson
Johnson & Johnson Endo Pharma Vertex Pharmaceuticals
Vertex Pharmaceuticals Novartis
Novartis
Simon Goldberg
Goldberg Harold Johns
Johns Dave Bierut
Dave Bierut John Vieira
John Vieira Haya Taitel-Becker
Haya Taitel-Becker
Tai Hank Parish
Parish
Director, Electronic
Director, Electronic Manager Global Web
Manager - Global Web Associate Director
Associate Director Senior Director
Senior Director - Group Product Director
Group Product Director Vice President
Vice President
Communications,
Communications, Solutions Worldwide
Solutions - Worldwide
Wo Integrated Marketing
Integrated Marketing Marketing Operations
Marketing Operations Ortho-McNeil
Ortho-McNeil Doctor Directory
Corporate Public
Corporate Public A airs
airs Commercial
Commercial Communications
Communications and Strategic Services
and Strategic Services Pharmaceuticals
Pharmaceuticals
Abbott
Abbott Pharmaceutical
Pharmaceutical IT Genzyme Biosurgery Daiichi Sankyo
Johnson Johnson
Johnson & Johnson
For
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6. Developed by:
WHAT WE'VE GOT IN STORE FOR YOU
NEW FOR 2010 Day One – November 8 Day Two – November 9
A new-look interactive Key learnings Key learnings
agenda tailored to what Know your Customer Reach your Customer (continued)
you need to hear How the healthcare landscape is Foster communication with your
a ecting customer website
What makes the consumer/patient SEO to ensure you customer can find
Our largest meeting to date tick? you
with 250+ attendees Examine physician behaviour DTC 2.0: how to ensure the time is
Key Opinion Leader panel: How right to engage
Attendees from across physicians think Content and services to meet Physician
demand
Pharma, Biotech and e-Sampling
Reach your Customer
Medical Devices and
The impact of no FDA regulations
Diagnostics Integrate online and o ine marketing Interact with your Customer
Key trends in mobile marketing Leverage data to understand and
Hear from 30 of the most interact
How to launch a mobile App
How and why to use social media?
respected voices in the Customer engagement with mobile
Integrate social media in a definite way
industry Wireless Health in patient support
Networking cocktail
Networking cocktail programs
More exciting networking reception sponsored
reception sponsored
by:
opportunities than ever
NETWORKING AND EXHIBITION
Even for a meeting discussing eCommunications, there's no substitute for face to face networking
Over 250 leaders and innovators with a keen interest in eCommunications will be in the same room as
you with the same goals in mind: ideas exchange and network building. We know how important it is for
you to have this time to connect, so we've made sure enough has been factored in. 10+ hours over the 2
days. No other event can provide you with this amount of business focused networking with some of the
most influential people in your field.
The only exhibition floor you’ll need
You want to hear about new products and solutions, but you don't want to be sold to. You want to understand how
products work and see them in action, but you still want some down time during breaks. We know. That's why we only
invite leading solution providers to collaborate with us and pride ourselves on maintaining the integrity of their
involvement. With that in mind space is strictly limited. If you are interested in reading more about which solution
providers are joining us this year, please go to: www.eyeforpharma.com/ecomm/event-sponsors.shtml
I learned a tremendous amount and
learned tremendous amount and “It
“It was great to network with
great network with
thought speakers and panelists were
thought speakers and panelists were a pharma colleagues
pharma colleagues who have
have
very high quality. A really informative
high quality. really informative
ty.
session.
session.
similar issues and challenges.”
similar issues and challenges.”
Leslie Heyison, Director
Leslie Heyison, Director Jennifer Merrick, Interactive Marketing Manager
Jennifer Merrick, Interactive Marketing Manager
Pfizer Roche
Roche
For
For more information on networking opportunities visit:
information networking opportunities visit:
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7. Developed by:
Day One - November 8, 2010
integrated digital and sales force strategies tactics that make sense for your brand and
Session 1: Know Your Customer
for more e ective physician access, your customer, not just those that are
engagement and relationships standard procedure
Mark Gleason, Senior Vice President,
Get clarity in the chaos: An overall Corporate Development, Aptilon sounds simple, why isn’t everyone doing it?
perspective Heather Bertha, Senior Product Director,
Aton Pharma
evolving Healthcare Environment a ects
Biopharmaceutical marketing and the Key Opinion Leader Panel
PANEL
physician/patient Know your audience: How
physician’s think Dialing into the future: Mobile trends
increasing the value proposition to your and implications for Pharma
audience (including how to leverage the physician: Q&A session
Blogosphere) brand and customer and what we can
on-line and virtual information to ensure expect in the next 3-5 years
ideas, beyond individual products to you are working optimally to understand
integrate franchises and brands and connect with them and why this channel will become so
David Stern, Executive Vice President, EMD important to connect with your customer
Serono e-technology to understand how this
information can be used tactically applications present and how they will
Moderator - Hank Parish, Vice President, boost your customer engagement
What makes your customer tick?
Doctor Directory Paul Kang, Director, Pfizer
Storytelling as a key weapon in your
Joined by 4 physicians to discuss their
arsenal experiences with digital communications Please turn ON your cell phones:
your eCommunications plans to connect Launching a Mobile App in Pharma
with the humanity of your customer
No crystal ball? Trends that will a ect the MS community and the first unbranded
connect with your customer more
your customer in 2011 app in the hemophilia A community: how
e ectively were these promoted within the
trends are on the horizon and how they will community and to the sales force?
influence your planning
importance for a patient to get behind their
disease and your product decision to build a branded vs. unbranded
influencing decision making? asset and what the challenges and benefits
Mark Lightowler, Global Brand Director
Respiratory Franchise, Novartis are
shifting to strong patient engagement
Storytelling blogger:
Brian O’Donnell, Executive Vice President a legal, medical and regulatory perspective
www.newbrandstories.wordpress.com
Interactive Services, Klick Cynthia North, Consumer Marketing
Director, Bayer
Embrace open communication and Ruth Clements, Director, Bayer
engagement with customers in a
regulated industry: a banking Session 2: Reach Your Customer Mobile: a wonderland for your brand
perspective
Still no FDA guidance: Let’s move communications and innovative ways to
of financial services to develop a scalable leverage mobile marketing to reach your
global framework to leverage social media forward
target audience
channels and how to develop and share hearing – really how close are we to a
your customer when you capture them
best practices regulated environment?
with mobile marketing
social media framework and governance for online purposes to self-regulate your
mobile can bring to your overall
surrounding internal and external social social media e orts to connect with your
multi-channel marketing campaign
media use customer?
Ryad Ali, Associate Director, eStrategy,
Paul Butcher, Director of Communications,
by allocating resources to regulated and Novartis Oncology
Citi
accessible areas, rather than waiting for
FDA guidelines
The evolution of physician behavior:
Preeti Pinto, Executive Director, Promotional
Implications for new digital physician Regulatory A airs, AstraZeneca
access models
quality engagements with high value
Cover all your bases: Integrate online
physicians and o ine tactics
address your online coverage challenges to work harder for your product and ensure
that your coverage reaches the customer
from every angle
For the latest agenda updates visit:
www.eyeforpharma.com/ecomm/pharmavoice

8. Developed by:
Day Two - November 9, 2010
What has your website done for you
lately? Session 3: Interact with Social Media? More like PANEL
Your Customer non-social media…
consumers online and how to make your
website the destination for information and The 411 on 1:1 – the case (study) media without it becoming an entirely
dialog defunct channel because of screening or
continues….
fully censored interaction
the market is optimal and implement a
customers and get the answer to the
comprehensive SEO strategy to ensure your advantage of social media and put the time
important question: “Now what”?
customer can find you and resources to moderate and monitor
brand challenges: such as leveraging conversations?
communication and develop a relationship
attitudinal data to develop
with your customer into your overall eCommunications plan.
“micro-segments”
Harold Johns, Manager - Global Web With governance issues, what can you
Solutions, Johnson & Johnson venues to maximize customer really do right now?
understanding and avoid “intellectual Shwen Gwee, Lead, Digital Strategy and
Direct To Consumer 2.0: How to zig hydroplaning” Social Media, Vertex Pharmaceuticals
when everyone else is sagging Rob Liko , CEO and Co-founder, Group Silja Chouquet, CEO, whydotpharma
DCA Other industry panelists TBC – please check
engage patients and consumers with the Haya Taitel-Becker, Group Product Director, the website for details
review of your brand’s lifecycle stages Pricara Div of Ortho-McNeil
Pharmaceuticals
communication to patients and consumers Jim McDonough, Managing Director, Integrate wireless health into next
with the e orts of the sales force in both E-Analytics, Group DCA generation patient support programs
messaging and tactical execution
programs and how to make your program
with economies of scale for investment Social Media in Corporate more successful.
PANEL
Christine Coyne, Senior Director, Adult Communications vs. Brand
Endocrinology, Endo Pharma patient support programs and what makes
Communications
certain programs more successful than
others
What Physicians Need: How to well as areas unique to each that need to be
PANEL considered when developing a social
orient physician-focused persistency?
program to interact with your customer
content and services
program performance and what might the
social media initiatives: who are the key
resource preferences will evolve and how next generation of patient support program
stakeholders and what role do they play?
marketers can meet these on-demand look like?
service needs in the face of decreased Alec Melkonian, Senior Vice President Sales
each and how they di er
access & Client Services, Klick
Marc Monseau, Director of Media Relations,
Lori Grant, Senior Vice President Brand
Johnson & Johnson
physician-focused content and services Development & Digital Strategy, Klick
Simon Goldberg, Director, Electronic
through mobile, videoconferencing and Communications, Corporate Public A airs,
other digital media channels Abbott Marrying your eCommunications
Moderator: Zoe Dunn, CEO, Zoe Dunn campaign with your sales force
centralized and distributed HCP customer Consulting
service initiatives face of the sales force will have on your
Dave Bierut, Associate Director Integrated eCommunications campaign and your
Marketing Communications, Genzyme interaction with your customer
Biosurgery Engage today’s patients and
Other industry panelists TBC – please check physicians working optimally with the sales force to
the website for details Full presentation details not available. Please
e ectively interact and convert your
Moderator: Meredith Ressi, Vice President, check the website for updates
marketing into an increased bottom line
Research, Manhattan Research Dorothy Gemmell, Senior Vice President,
Pharmaceutical and Medical Device Markets,
non-personal digital media as complement
WebMD to personal sales force
eSampling: Bright future or false
dawn? Walter Christensen, Senior Vice President
Global Sales, Neurometrix
for your product? Can it assist your brand
awareness and physician engagement?
eSampling into your marketing plan to
understand the revenue potential of
lower-decile physicians
view eSampling within your sales team and
multi channel marketing mix
Senior level industry speaker TBC
For the latest agenda updates visit:
www.eyeforpharma.com/ecomm/pharmavoice

9. Developed by:
Interactive Workshops Our promise to you:
A roadmap for action -
roadmap for action
1 practical
practical steps for your
for your
Targeting Health Professionals with Mobile and Social Media Strategies that company move
company to move
Generate Results confidently towards strategic
confidently towards strategic
Understand how to incorporate social media tools into a private online use of online marketing
of online marketing
community to help your brand tactics
tactics
relationships with key opinion leaders Knowledge from
Knowledge from a vast range
2 off sources, to give you a
o sources, give you
measurable results fresh perspective.
perspective.
Moderated by: Lance Hill, CEO, Within3
3 Newlrelationships withset off
New relationships with a
high y
highly targeted, senior
senior o
your peers
your
4 Insightscfrom theatmostrk in
Insights from
dynami figures wo
dynamic figures at work
We want this workshop to be as interactive and valuable as possible for you and will eCommunications today
eCommunications today
be developing the content with attendees. Check the website for more details:
www.eyeforpharma.com/ecomm
5 Benchmarking from tleading
Benchmarking from leading
companies,
companies, and what you
wha you
need to do to take your place
do take your
There are still some workshop slots available - get your message across in amongst them
amongst
an interactive and engaging way. Contact Paul Campbell, details below
Business Opportunities For
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presentation…
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learn about advanced tailored solutions We know. That's why
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record every
available on the market.
available on market. presentation
presentation - so you don't need to worry. Simply
you don't worry. Simply
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limited number of available for companies
who are excelling in the field, with innovative solutions
who excelling field, with innovative solutions given
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“I liked the format and found the
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found
content
content to be very relevant”
relevant”
hall
hall
Erwin Tumangday, VP, Klick Pharma
Tumangday, VP, Klick
... and much more!
and much more!
“Good job - as an exhibitor,
an exhibitor,
If you want
If you want to meet with senior decision makers from
with senior decision makers from
pharmaceutical, biotech
pharmaceutical, biotech and medical device companies across
medical device companies across everything went well”
everything went well”
North America contact:
North America then contact:
Paul Campbell
Paul Campbell Chief Client
Chief Client O cer
Head Sponsorship
Head of Sponsorship Physicians Interactive
Physicians Interactive
T: +44 (0) 20 7375 7183
For
For more information on sponsoring the event visit:
information event visit:
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5th Annual
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November 8 - 9, 2010
Boston Hyatt Harborside, USA - www.eyeforpharma.com/ecomm/pharmavoice
Revamp Your eCommunications Strategy: What
Revamp Your eCommunications Strategy: What
Really Makes Your Customer Tick?
Really Your
Why you
Why you need to be at this Summit:
at Summit: What your
What your peers thought
thought
of eCommunications 2009:
eCommunications
Cutting
Cutting edge information in an interactive forum. With
information interactive With
1 access to exclusive keynote sessions and unparalleled
exclusive keynote sessions unparalleled “I enjoyed this event and learned
enjo
enjoyed this event and learned
joyed
interactivity, you’ll
interactivity, you’ll gain more in just 2 days than from weeks of
more days from of a great deal”
great deal”
market research or
market research or the purchase of expensive reports.
purchase of expensive reports.
Expert speakers. The leading minds from pharma, biotech,
leading from biotech, Jan Haig, eStrategy Manager
Jan Haig, eStrategy Manager
2 medical devices
medical devices and external to healthcare have been
external healthcare have
CSL Behring
hand-picked
hand-picked to share their vision and insight sand give you a
vision insight give you
di erent perspective.
erent perspective.
“I was pleased with the meeting
pleased with meeting
Unrivalled networking. Over 250 leaders and innovators with a
Unrivalled networking. Over leaders innovators with and found it really worthwhile”
and I found it really worthwhile”
3 keen interest in eCommunications will be in the same room as
keen interest eCommunications will room
you with the same goals in mind: ideas exchange and network
you with goals exchange network Laura Kolodjeski, Senior Manager
Laura Kolodjeski, Senior Manager
building.
building. sanofi-aventis
sanofi-aventis
Senior level decision-makers in attendance. Rub shoulders
attendance. Rub shoulders
4 with 250+ of your peers and key industry thought leaders to give
with of your key industry thought leaders give “I learned a tremendous amount
learned tremendous amount
you new impetus and a truly rounded perspectives to the
you impetus truly rounded perspectives and thought
and thought speakers andand
challenges you face.
challenges you panelists
panelists were a very high
high
quality. really informative
quality. A really informative
ty.
No sales pitches! eCommunications
No sales pitches! eCommunications 2010 is an independently
independently session.”
session.”
5 researched forum and every single presentation is reviewed to
researched forum every single presentation reviewed
ensure unrivalled quality.
unrivalled quality. Leslie Heyison, Director, Pfizer
Heyison, Director,
O cial Media Partner:
cial Media Partner: Media Partners:
Media Partners:
Open now to see the full agenda and speaker faculty
full faculty