KOL Relationship Cross-Functional Collaborative Strategies to Identify, Engage and Grow

Thought Leader Networks in a Highly Regulated Environment

Sponsors:

new for 2014:• Implement a methodology to access KOLs in the face of

academic restrictions

• Gain metrics to track and measure KOL engagement to ensurethought leaders are engaged and utilized appropriately yearround

• Develop and implement a cross-functional collaborativeframework for KOL engagement to drive forward successful newdrugs, therapies and devices

• Partner with KOLs during late lifecycle development to expandproduct reach to new indications

• Integrate global KOL insights into a focused plan to grow yourbrand

Ben Cadieux, PhD, Director, Medical Affairs, Raptor Pharmaceuticals

Nikki Frederickson, Director, Strategic Relations, Medical Affairs, Europe, Boston Scientific Corporation

Yifat Guy, PhD, Senior Medical Science Liaison, Ikaria

Josh Rancourt, National Rheumatology Science Liaison, Crescendo Bioscience Inc.

Joyce Ryan, DNP, NP-BC, RN, Director, Medical And Clinical Affairs, Sage Products

John Sears, PhD, MBA, Manager, Global Strategic Marketing, Janssen Global Services

B. Gabriel Smolarz, MD, MS, ECNU, Associate Medical Director, Global Medical HQ – Metabolics, Bristol-Myers Squibb

Faith Yao, PhD, Medical Science Liaison, Clinical Development and Medical Affairs, Acorda Therapeutics

Peter fitzgerald MD, Professor of Medicine, Stanford University

Victor Miranda MD, MBA, Vice President, Medical Operations, GE healthcare

Rafael Fonseca, MD, Chair, Department of Medicine, Mayo Clinic in Arizona

featured KOL Speakers Chairperson

Fift

hJune 24-25, 2014 | Philadelphia PA, Hyatt at the Bellevue

Spea

kers

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PRE-COnfEREnCE WORKShOP: from Legislation to Practice: Overcome Challenging Situations With KOLs Post-Sunshine ActGlenda Lewis, PharmD, Senior Medical Scientist, North Central Region, US Medical Affairs, Jazz Pharmaceuticals

Kathy Presto, Independent Strategic Management Consultant, Formerly Vice President, Strategic Partnerships, Roche

Dear Colleague,

Key Opinion Leaders have long been central to the industry’s ability to identify areas of unmet patient need, drive forward successful clinical trials and make advances in new scientific research, as well as drive new drugs and brands forward. With the shift toward greater transparency under the Sunshine Act, the industry is being increasingly restricted in its ability to access new KOLs and collaborate with existing thought leader partners. Are you confident that you have a robust cross-functional collaboration strategy to engage KOLs across the product lifecycle to advance new scientific breakthroughs and grow brands?

ExL Pharma’s 5th KOL Relationship Summit is the ideal opportunity to come together as an industry to share best practices for cross-functional collaboration to identify, engage and grow thought leader networks in a regulated environment. Hear directly from your peers about how they are overcoming barriers to KOL access in light of transparency and institutional restrictions, gain long and short-term strategies for KOL engagement across the product lifecycle and take away a metrics framework to measure thought leader engagement.

Gain cross-industry best practices that will help you to:• Utilize a range of methods to engage KOLs when programs previously utilized are no

longer desirable to physicians• Know how to convey value to thought leaders in collaborative relationships, including

sharing new data and scientific information• Establish a strategy to successfully access thought leaders where there are academic

restrictions• Collaborate with KOLs during late life cycle development to expand to new indications• Match KOL interests and priorities with internal stakeholders for strategic

cross-functional collaboration to advance new products

Return with a toolkit of tried and tested strategies to help you drive the success of a specific drug or medical device, know how to educate and engage physicians, and maintain a balance with compliance and business objectives.

We look forward to welcoming you to Philadelphia in June!

Best Wishes,

Nicole deVoeConference Production Director, ExL Pharma

KOL Relationship Fift

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Sponsorship and Exhibiting OpportunitiesDo 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.

Industry n Solution Provider 11%

n Biotech 26%

n Med Device 24%

n Pharma 39%

Past Attendee

Seniority Level n Executive 8%

n Senior Director 23%

n Director 33%

n Manager 36%

11%

26%

24%39%

8%

23%

33%

36%

Who should attend?This conference is designed for pharmaceutical, biotechnology and medical device professionals with responsibilities in the following areas:

• Key Opinion Leader/Thought Leader Relations• Medical Science Liaison• Medical Affairs• Professional Affairs• Scientific Affairs, Communication and Relations• Clinical Affairs• Medical and Professional Education

• Commercial Operations• Marketing Analytics• Brand and Product Management• Global Relations• Compliance and Regulations• Business Development• CRM Systems

12:00 Registration Opens for Conference Attendees

1:00 Chairperson’s Introduction and WelcomeVictor Miranda, MD, MBA, Vice President, Medical Operations, GE hEALThCARE

1:15 Ensure Cross-functional KOL Engagements and Activities Are Compliant in the Context of Regulatory Change• Establish a common definition for KOL and advocacy development• Overview of trends in recent CIAs as guidelines for compliant

practice• Know what you can and should do and how to measure risk• Compliantly work with commercial departments and know what

areas will be scrutinized• Know which responsibilities fall under which departments

and whyBen Cadieux, PhD, Director, Medical Affairs, RAPTOR PhARMACEUTICALS

2:00 What are Thought Leaders Looking for in Relationships With Industry in the Context of Greater Transparency?• How should commercial and medical affairs departments be

separate and transparent when engaging thought leaders?• Who do KOLs want to be contacted by?• What sorts of data and information do thought leaders want to see

from industry?• What are top pet peeves in thought leader and industry

collaboration?Moderator:

Victor Miranda, MD, MBA, Vice President, Medical Operations, GE hEALThCARE

Panelists:

Rafael Fonseca, MD, Chair, Department of Medicine, MAyO CLInIC In ARIzOnA

John B. Kostis, MD, Director, Cardiovascular Institute, Associate Dean for Cardiovascular Research, John G. Detwiler Professor of Cardiology, Medicine and Pharmacology, RUTGERS ROBERT WOOD JOhnSOn MEDICAL SChOOL

2:45 Can Industry Still Work Effectively with KOLs?GlaxoSmithKline recently announced a change to part of its strategy for interacting with key opinion leaders. The company plans to hire MDs as internal “product champions” tasked with delivering presentations about their medicines at medical conferences, rather than give the work to external experts. Will other companies find it necessary to follow GSK’s lead, even going steps further to eliminate other types of KOL collaborations? In an age defined by instant access to data, heightened scrutiny and transparency, and no margin for error in getting products to market, companies have higher standards than ever before for finding and maintaining relationships with the right medical experts.Thought Leader Select’s Paul Meade, a 35-year industry veteran, walks through some of the emerging challenges stemming from post-Sunshine Act regulatory demands and the onward push of technology, along with a set of recommendations for making KOL relationships mutually beneficial for industry and healthcare professionals. Meade will focus on multiple strategies for building knowledge, insights, and engagement that lead to better collaborations with KOLs, and more meaningful interactions for the KOL when dealing with industry.Paul Meade, President, ThOUGhT LEADER SELECT

3:15 Networking and Refreshment Break

3:45 Evolution of Internal & External Partners’ Desire and Capabilities in Managing KOL Engagement Activities• Understand internal cross functional team’s desire to manage KOL

lifecycle• Discover external partner’s evolving capabilities to support KOL life

cycle activities• Develop an effective strategy and business model(s) to gain deeper

insights to answer business questionsAlice Chung, Senior Manager, Field Operations & Information Management (FOIM), GEnEnTECh

The Sunshine Act is here, though there is still a heightened level of anxiety surrounding what will be reported, how it will be categorized and what public perceptions will be. Now that this new legislation is creating a wave of transparency across the industry, what strategies have you put in place to overcome the unintended consequences of the Sunshine Act?

This workshop will help you to:• Manage physicians’ expectations surrounding interaction with

industry• Overcome thought leader resistance to working with pharma

• Access a range of methods to fully engage HCPs when the programspreviously utilized have become unpalatable to physicians

• Reflect KOL transfer of value from ISRs to honoraria for ad boardsand negotiate how this is reported

• Know how to talk to KOLs about it to provide transparency withKOLs on how and what will be reported

Glenda Lewis, PharmD, Senior Medical Scientist, North Central Region, US Medical Affairs, Jazz Pharmaceuticals

Kathy Presto, Independent Strategic Management Consultant, Formerly Vice President, Strategic Partnerships, Roche

8:30 Registration and Continental Breakfast for Workshop Participants

9:00 Pre-Conference Workshop from Legislation to Practice: Overcome Challenging Situations With KOLs Post Sunshine Act

Day One Tuesday, June 24, 2014

Day One | Tuesday, June 24, 2014 Main Conference Begins

12:00 Lunch for Workshop Participants

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To Register: Call 866-207-6528 | Visit www.exlpharma.com/KOL

Day Two Wednesday, June 25, 20147:30 Continental Breakfast for Conference Participants

8:30 Chairperson’s Day Two Welcome and Day One RecapVictor Miranda MD, MBA, Vice President, Medical Operations, GE hEALThCARE

8:45 Utilize Digital Platforms to Maintain Thought Leader Engagement• Bring physicians together virtually to share data and exchange

knowledge• Provide thought leaders access to critical data to keep the

healthcare community informed and up-to-date• Overcome institutional restrictions and physician anxieties around

transparent reporting through collaborative virtual environmentsPeter Gannon, Senior Vice President, Business Development & Partnerships, WIThIn3

9:15 formulate A Strategic Global KOL Insight Plan• Understand potential needs of global/HQ versus local/markets• Learn to integrate international KOL insights into a focused plan• Establish a tactical framework for international advisory boardsB. Gabriel Smolarz, MD, MS, ECNU, Associate Medical Director, Global Medical HQ – Metabolics, BRISTOL-MyERS SqUIBB

10:00 Utilize foundational Metrics to Measure KOL Engagement• Set a strategy for KOL activity and engagement across multiple tiers• Prioritize metrics appropriately to ensure activities are

accomplished without box ticking• Track and measure KOL touch points and activities across

departments and make metrics transparent to your organization• Perform annual gap analysis to ensure KOLs are not being under or

over utilized across the companyYifat Guy, PhD, Senior Medical Science Liaison, IKARIA

10:45 Morning Networking and Refreshment Break

11:15 Map and Rank KOLs At Local, Regional, national and Global Levels to Grow your Thought Leader Base• Understand KOLs’ specialties and who is collaborating with who to

identify areas of intersecting interests• Know what KOLs want and align KOL desires with company

development interests• Utilize comprehensive mapping and tiers to align the right people to the

right projects• Find out effective methods to validate selections and remove biasJosh Rancourt, National Rheumatology Science Liaison, CRESCEnDO BIOSCIEnCE InC.

4:15 Create a Cross-functional Collaborative framework for KOL Engagement to Advance Successful new Products• Match KOL interests and priorities with internal stakeholders• Assign and align internal stakeholders to KOLs at the primary

and secondary levels so that no one function owns KOLengagement

• Develop SOPs for interaction with thought leaders acrossmultiple departments to ensure consistency

• Ensure a continuous interaction with thought leaders acrossdepartments to keep KOLs engaged

Faith Yao, PhD, Medical Science Liaison, Clinical Development and Medical Affairs, ACORDA ThERAPEUTICS

4:45 Develop a Long and Short-term Strategy to Collaborate with KOLs at Different Points of the Product Lifecycle • Know who to engage and how during development and early

clinical trials• Understand how to adjust KOL engagement for a particular

product as it moves through the approval process• Know what kind of expertise is needed to plan 2-3 phases in

advance to get the right stakeholders involved• Ensure KOLs are involved from the design phase to help educate

others on how to use products and gain a spokesperson before commercialization

Nikki Frederickson, Director, Strategic Relations, Medical Affairs, Europe, BOSTOn SCIEnTIfIC CORPORATIOn

5:15 Close of Day One

Day One | Tuesday, June 24, 2014 Main Conference Begins

“Excellent. Taught me a lot and gave me a

new perspective on KOL and MSL role.

– Clinical Specialist, Ikaria” ”Beyond my expectations

– Medical Affairs Manager, Sanofi“

Cas

e St

udy

The conference really opened my eyes,

great presentations

– MSL, Medical Science Affairs, Novo Nordisk“ ”

To Register: Call 866-207-6528 | Visit www.exlpharma.com/KOL

?

12:00 Interactive Roundtable networking Discussions Gain cross-industry insights from your peers to strategize around your preferred choice of topics:• HowarephysiciansrespondingtotheSunshineAct?Josh Rancourt, National Rheumatology Science Liaison, CRESCEnDO BIOSCIEnCE InC.

• Whatareyoudoingtoovercomebarrierstophysicianaccessbrought about by implications of the Affordable Care Act?

Faith Yao, PhD, Medical Science Liaison, Clinical Development and Medical Affairs, ACORDA ThERAPEUTICS

• Howareyouassigningfairmarketvaluecompensationtothought leaders in an era of increased transparency?

Joyce Ryan, DNP, NP-BC, RN, Director, Medical And Clinical Affairs, SAGE PRODUCTS

• HowdoyoueffectivelygatherinsightsfromKOLsforforwardplanning?

Nikki Frederickson, Director, Strategic Relations, Medical Affairs, Europe, BOSTOn SCIEnTIfIC CORPORATIOn

• Whatarepersonalityandpresentationtraitsyoushouldlookforin thought leaders?

Glenda Lewis, PharmD, Senior Medical Scientist, North Central Region, US Medical Affairs, JAzz PhARMACEUTICALS

• WhataretheprosandconsofCRMandKOLdatabases?John Sears, PhD, MBA, Manager, Global Strategic Marketing, JAnSSEn GLOBAL SERVICES

Is there something we’ve missed that you would like to discuss? Contact the Program Director, Marissa Alvord, malvord@exlpharma.com to suggest additional roundtable topics

12:45 Lunch

Advisory Board & Speaker Bureau Management Conference1:45 KOL Perspective of Positive Engagements with Industry Through Multiple Channels for Advisory Boards

• Best practices for engaging KOLs from a KOL standpoint• Explore techniques to improve industry’s interactions with KOLs• Discuss the evolving relationship as industry adapts to regulative measures• Examine value proposition for thought leadersBruce Freundlich, MD, Senior Vice President Medical, AnTARES PhARMACEUTICALS

2:15 KOL Perspective of Academic and Industry Relations and their Participation in Industry Speaker Programs• Explore the edge of innovation wedged between industry and academics• Discuss the new role of KOLs from domestic to global participation using case studies from Cupertino to Chennai• Learn how to navigate the compliance issues when engaging physicians and scientists under contract with academic institutionsPeter Fitzgerald, MD, Professor of Medicine, STAnfORD UnIVERSITy

2:45 Break

3:00 Engage KOLs in Late Lifecycle Product Development to Expand to new Indications• Effectively manage post-marketed research and engage key thought leaders to examine research• Collaborate with thought leaders to get the information you need for use in new indications to avoid adverse events• Work with thought leaders to understand what new studies can be done to look at additional indications• Partner with KOLs and cross functional teams to ensure information is cascaded across the company and sales reps are prepared to speak

about uses for new indicationsJoyce Ryan, DNP, NP-BC, RN, Director, Medical And Clinical Affairs, SAGE PRODUCTS

3:30 Panel Discussion: Creation of an Industry Platform to Maximize KOL and Thought Leader Participation• Examine strategies to overcome Sunshine Act hurdles• Learn how to maximize KOLs want to participate• Discuss the future of KOL and industry relationshipsModerator: Victor Miranda MD, MBA, Vice President, Medical Operations, GE hEALThCARE

Panelists: Kasmin Delgado, Medical Science Liaison, ASSUREx

Peter Fitzgerald, MD, Professor of Medicine, STAnfORD UnIVERSITy

John Sears, PhD, MBA, Manager, Global Strategic Marketing, JAnSSEn GLOBAL SERVICES

Alexander Tolmachev, Senior Medical Advisor, TAKEDA

4:30 Conference Concludes

Day Two Wednesday, June 25, 2014

6th AnnualCo-located

Great event covering the different functional areas interfacing with KOLs

- Advisory, KOL, Eli Lilly Corporate Center“ ”

To Register: Call 866-207-6528 | Visit www.exlpharma.com/KOL

Early Bird Pricing Register before 5/9/2014

Standard PricingRegister after

5/9/2014Onsite Pricing

Conference and Workshop $2095 $2295 $2395

Conference Only $1795 $1995 $2095

Group Discount ProgramSave 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.

Terms & Conditions: By registering for an ExL Events, Inc. (“ExL Pharma”) event, you agree to the following set of terms and conditions listed below:

Registration fee: The fee includes the conference, all program materials, and designated continental breakfasts, lunches and refreshments.

Payment: Make checks payable to ExL Events, Inc. and write code C451 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. Any discount applied cannot be combined with any other offer, and must be paid in full at the time of order. Parties must be employed by the same organization and register simultaneously to realize group discount pricing options. Group discounts available to individuals must be registered simultaneously and employed by the same organization.

Cancellation and Refund PolicyIf you need to cancel your registration for an upcoming ExL event, please note the following policies derived from the Start Date of the event:• Four weeks or more: A full refund (minus a $295 processing fee) or a

voucher to another ExL event valid for 18 months from the voucher issue date.

• Less than four weeks: A voucher to another ExL event valid for 18 monthsfrom the voucher issue date

If you cancel at any time after receiving the conference documentation, the voucher issued will be $395 less.

Substitution Charges: There will be an administrative charge of $300 to substitute, exchange and/or replace attendee badges with a colleague occurring within five business days of the conference.

ExL Pharma reserves the right to cancel any conference it deems necessary and will not be responsible for airfare, hotel or any other costs incurred by registrants.ExL Pharma’s liability is limited to the conference registration fee in the event of a cancellation and does not include changes in program date, content, speakers,or venue.* The opinions of ExL speakers do not necessarily reflect those of thecompanies they represent, nor ExL Events, Inc.

Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker cancellation, significant effort to find a suitable replacement will be made.The content in ExL slide presentations, including news, data, advertisements and other information, is provided by ExL Events, Inc.’s (“ExL’s”) designated speakers and is designed for informational purposes for its attendees, and is NOT INTENDED for purposes of copywriting, nor redistribution to other outlets without the express written permission of ExL’s designated speaking parties. Neither ExL, nor its content providers and/or speakers and attendees shall be liable for any errors, inaccuracies or delays in content, or for any actions taken in reliance thereon. EXL EVENTS, INC. EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, AS TO THE ACCURACY OF ANY THE CONTENT PROVIDED, OR AS TO THE FITNESS OF THE INFORMATION FOR ANY PURPOSE. Although ExL makes reasonable efforts to obtain reliable content from third parties, ExL does not guarantee the accuracy of or endorse the views or opinions given by any third party content provider. ExL presentations may point to other Internet sites that may be of interest to you, however ExL does not endorse or take responsibility for the content on such other sites

questions? Comments? Do you have a question or comments that you would like to be addressed at this event? Would you like to get involved as a speaker or discussion leader?

Please get in touch:

Nicole deVoe

Conference Production Director, ExL Pharma

VEnUE & ROOM RESERVATIOn InfORMATIOn

Hyatt at the Bellevue | 200 South Broad Street |Philadelphia, PA 19102 To make reservations guests can call 1-888-421-1442 and request the negotiated rate for ‘ExL June Meetings’.

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