Pharma Marketing10th Annual

Summit 2010

The largest and most influential Marketing meeting in Europe

Global sponsor: Gold sponsors:

Benchmark your strategies against our expert speakers

Adapt your strategy to engage multiple stakeholders - learn case studies from both centralised and decentralised systems

Create true value by becoming patient-centric

How can e-marketing be integrated across all aspects of your brand campaign?

Discover the importance of pricing and value, insights from key market access case studies

Local Vs global: is it possible to think globally whilst acting locally?

Piece together the marketing puzzle- 6 focused tracks in 1 conference:

Developed by:

Thomas BolsVice President Health Policy and Market AccessMerck Serono

Charl Van ZylVice President and General Manager,Bausch and Lomb

Andrea RappaglisoiVice President EU Government A�airs & Head of Brussels O�ceGSK

Ian TalmageSenior Vice President MarketingBayer

Petra MeyerVice President Strategic MarketingMerck

Andre GroenewegenVice President and General ManagerUCB

Two-day pharmaceutical conference13 – 14 October 2010 - Swissotel Zurich, Switzerland

MultipleStake-

holders

eMarketing& SocialMedia

MarketAccess &

Value

Local vsGlobal

CommercialModel

Patient-centricity

Europe’s flagship event returns for its biggest year

Open now to view the full conference programme, and speaker line-up visit:

www.eyeforpharma.com/marketing for all the latest announcements

Save €300when you register before

August 20th

“Would recommend this conference to anyone within pharma. Was very impressed with eyeforpharma”

Johanna Jarvis, Head of Advocacy Pfizer Nutrition

For the full speaker line-up and the most up to date information visit:

www.eyeforpharma.com/marketing

Developed by:

Pharma Marketing Summit Europe 201010th Annual

13-14th October, Swissotel Zurich, Switzerland

All the key players, all the top speakers including:

Eric RambeauxVice President New Business DevelopmentAbbott

Ian TalmageSenior Vice President Marketing Bayer

Andre GroenewegenVice President and General Manager UCB

Charl Van ZylVice President and General Manager Bausch and Lomb

Petra Meyer Vice President Strategic Marketing Merck

Michel BaesVice President EMEA Innovation and e-businessJanssen Cilag

Greg Miller Vice President and Global Head EpilespyUCB

Andrea RappaglisoiVice President Europmean Govenerment A�airs and Head of Brussels O�ceGSK

Tom BolsVice President Health Policy and Market AccesMerck Serono

Armin PearnAssociate Director Business InnovationPfizer

Ufuk Apaydin Strategic Planning and Development DirectorRoche

Janice Haigh Senior Director Pricing and Market AccessAstellas

Christina CucinottaGlobal Business Intelligence and Commercial OperationsShire

Dirk Otto International Marketing Team HeadBayer Schering

Till BauerRegional Business Development Finance Lead EMECMSD

Geo� BaileyGlobal Head Strategic MarketingBayer

Sunil RamkaliInternational Product Manager,alk-abello

Hans NaglDirector, Promotion Response InsightShire

Marketing has changed. Have you?

Our heavy canvassing of European pharma has revealed widespread change across the industry, but none more so than in the marketing arena. With the customer becoming more important and market access issues coming to the forefront, things are definitely changing. But…this is pretty old news now, right? We all know that the industry is changing, but what does this really mean for you and how can you put this into action?

I have invited the most forward thinking leaders from the industry to discuss just this. Take a look at some key discussion points in 2010 and learn from real-world case studies on:• Marketing to a multi-stakeholder world; how to engage patient, payer and provider• Create added value by being patient-centric, hear examples from Bayer and UCB• Local implementation of global brand campaigns

• How to Integrate e-marketing across your campaign• Market access issues and how to address them• 21st century pioneering brand strategiesThis summit will equip and inspire you and your team to think outside the box, and deliver a new generation of innovative campaigns. The Pharma Marketing 2010 summit boasts of:• Expert Marketing speakers will provide cutting-edge strategies and market intelligence• They will discuss successful and failed cases to give you the toolkit for your successful product development• Meet new solution providers who will present their developments that help you with your challenging problems• Unparallel networking is the icing on the cake!

Pharma Marketing 2010 is a landmark on the industry calendar and a priority for all professionals serious about the future of drug development.

Pharma Marketing is the only event you’ll need to attend in 2010!So secure a front row seat for an unobstructed view of the future of the pharmaceutical industry! Reserve your place today (via our website or the registration form enclosed in this brochure).I look forward to meeting you in Zurich in October.

Kind regards

Thushani Kumarasingheeyeforpharma

We are proud to state that Pharma Marketing is the world’s biggest and most relevant marketing focused event, and delivers year on year – this is our guarantee to you!

For the full speaker line-up and the most up to date information visit:

www.eyeforpharma.com/marketing

Pharma Marketing Summit Europe 201010th Annual

Developed by:

CONFERENCE AT A GLANCE

Pharma Marketing Summit 2010, 13-14th October, Swissotel Zurich, Switzerland

Day One – October 13 Day Two – October 14

Keynote SessionsHear how the ecosystem is evolving

and get the latest industry announcements!

Networking Lunch

Afternoon Tracks (Parallel)

Track 1: E-marketingWhat opportunities truly exist for you?

Get to grips with integrating e-marketing into all aspects of your

campaign whilst maintaining a healthy marketing mix

Track 2: Market Access; Pricing and Value

Learn common market access issues and how brands have overcome them

Networking Drinks party

New For 2010

Our Biggest Event Yet

250+ Attendees

5 Focused Tracks

Over 30 of theBest MarketingSpeakers Ever

Vital Industry Topics

Keynote Morning

Track 3: Winning Brand Strategies

Innovative examples of how to successfully launch and grow your

brand

Networking Lunch

Track 4: Patient-centric marketing

Create added value by becoming truly patient centric

Track 5: Multiple stakeholdersEngage all customers- from the payers

to the patients

NETWORKING AND EXHIBITION Face-to-Face networking is key to survival in 2010. Over 250 leaders and innovators in marketing will be in the same room as you and eager to exchange ideas and share experiences. The design of the event maximizes networking time with over 20 hours applied over the 2 days. No other event can provide you with 2 days of business focused networking with some of the most influential people in your field. Build relationships and grow your contact list in 2010 to transform the future of your business.

The only exhibition floor you’ll needThe Pharma Marketing Exhibition floor is an opportunity to see, discover and understand new products and solutions in action. Spaces are limited. Get in touch today tosecure your place.

“Finally, an agenda that walks that critical line between managing the present and mastering the future”

Tony Fross, Senior Director, Pfizer

“A great conference- eyeforpharma is an excellent organization”

Asli Guvenc, Marketing Anaylst, AstraZeneca

Keynote Session: Challenges & Opportunities

Day One - October 13th Developed by:

KEYNOTE SPEAKER Greg Miller, Vice President, Global Head Epilepsy, UCB PharmaChallenging and Reinventing the Pharma Commercial Model through Out-of-Industry Best Practice Analysis • Generate in-depth consumer insights to propel patient understanding and related segmentation. • Apply customer loyalty best practices from other industries to reinforce patient compliance• Innovate across the value chain by translating non pharma best practices into the pharma model KEYNOTE SPEAKER Eric Rambeaux, Vice President New Business Development, AbbottGain an overview of the Strategic Pharma Challenges and discover real-word solutions • Review the strategic challenges that the pharma industry is confronted with at present • Look at some of the solutions that are commonly applied • Re-access these solutions and discover successful alternatives

KEYNOTE SPEAKER Armin Pearn, Associate Director Business Innovation, Pfizer Make Marketing a Philosophy across the Whole Business• Best practice methods for synchronising your marketing and sales force- is training the answer?• Ask the right questions and get the relevant answers- see the benefits of working closely with market research teams• Incorporate PR and Market Access teams to successfully close the loop

KEYNOTE SPEAKER Dirk Otto, International Marketing Team Head, Bayer Schering PharmaAdapt your marketing strategy to engage Emerging Markets • Understand the restrictions and access challenges that marketers need to be ready for and learn how to side-step them• Identify how to make your company’s speciality brand the pioneer in this therapeutic area which will create lasting good will and credibility • Find out how to build the treatment infrastructure in your target countries and leverage your presence in developed markets

KEYNOTE SPEAKER Till Bauer, Regional Business Development Finance Lead, MSDSearch for Growth - how Business Development can optimize our marketing e�orts • How to best structure Business Development deals• What organizational structure and mind set is needed to enable a fast and e�ective Business Development Organization?• How can Business Development deals be tracked to ensure successful partnerships?

What organisation implications are required to support e-marketing and social media initiatives?• How are teams identifying successful strategies and putting them into practice? • Difficulties in e-marketing / Discussions on how to handle e-marketing tools • Discover how the pharma industry changes its organizational structure to run e-marketing processes? • Determine the importance of working closely with the medical regulatory team and ensuring clear processes are in place Ufuk Apaydin, Strategic Planning & Development Director, Roche

Sustain a marketing mix- produce complimentary online and o�ine programs • How much do physicians actually use alternative channels such as social media, web and mobile? Understand the overall landscape in order to prioritise your procedures• Discover best practice methods of maintaining a marketing mix and integrating “traditional” and “alternative” promotion • What kind of budget should be allocated to these new channels and which channels will subsequently become unnecessaryMichel Baes, Vice President EMEA Innovation and e-business, Janssen Cilag

Gain your patients trust: understand the powerful influence of social media • See how patients are increasingly seeking advice through social networks, blogs and patient communities• Discover the importance of medical portals as an unbiased platform to receive advice from healthcare professionals and access the opportunities that may exist. • Learn from both good and bad examples of social media campaignsRob Halkes, Managing Consultant, Van Spaendonck Management Consultants

Understand the regulatory changes and how this will impact your e-marketing strategy• How do regulations differ across Europe? Acquire an overview of the regulatory environment and where you fit in• Gain confidence in understanding how to push the boundaries, whilst remaining within them and avoiding code breechesSenior level pharma speaker TBC

Market Access- How to overcome this “fourth hurdle” • Integrate the payer as a fundamental part of your marketing activities in order to produce a long term strategy and improve product uptake• Bridging the gap between health economics and marketing• Discover the benefits of earlier collaboration with payers and how to increase their involvement throughout the product life-cycle • Turning the “hurdle” into competitive advantageJanice Haigh, Senior Director, Pricing and Market Access, Astellas

Demonstrate your value proposition and truly di�erentiate your product• Discover how to demonstrate the added value of your product and set it apart from existing alternatives to get approval • Adhere to cost containment regulations by including cost-effectiveness studies into you’re decision makingPascal King, Head of Market Access, Biovail A marketer’s guide to Risk Sharing• Understand the key concepts behind risk sharing and how to develop win-win agreements with payors• Have faith in your product and incorporate risk sharing schemes to gain payor confidence • Discover how to create long lasting relationships with organisations such as NICE Andrea Rappaglisoi, Vice President European Government A�airs & Head of Brussels O�ce, GSK

“The price is right”- discover how to factor pricing and reimbursement into your campaign • Learn about successful pricing strategies and their importance in ensuring reimbursement • Review the dangers of topic reference pricing in Eastern Europe- what are the alternatives? • Find out about the procedure of reimbursement and what data is required to facilitate this process successfully • Receive updates on new purchasing tools and tactics by buyers across Europe, such as tenderingThomas Bols. Vice President Health Policy & Market Access, Merck Serono

Track 1: E-marketing Track 2: Market Access; Pricing and Value

“A great opportunity to exchange and gain best practices and get inspired. Excellent!”

Yasmona ErogluGlobal Brand Manager

Novartis

CASE STUDY

CASE STUDY

CASE STUDY

CASE STUDY

CASE STUDY

Developed by:

Building Clinical Value Through Global Brand • Identify the entry indication where the clinical utility of the Brand can best be demonstrated, taking into account Regulatory and Market Access considerations• Define a pre-marketing programme that is based on a clear understanding of medical need, the perceptions of all key stakeholders and the di�erential profiles of the competitors. Communicate the Brand profile according to these parameters• Shape a Brand life-cycle strategy that builds clinical equity across all relevant areas, targeting those indications where there is both a high level of unmet medical need and un/under-treated patients• Capitalise on the full spectrum of communication channels to reach all target audiences and stakeholdersIan Talmage, Senior Vice President Marketing, Bayer Local implementation of global brand campaigns – a round peg in a square hole?• Can we really think globally & act locally? Discover ddiffering approaches for developing global brand campaigns • Collaboration is key to success – how to avoid the ‘us and them’ factor • What does the ‘ideal’ global campaign development process look like? Does the implementation of a global campaign work locally? Find out if there is a correlation to sales uptake? Sunil Ramkali, International Product Manager, alk-abello Charl Van Zyl, Vice President and General Manager, Bausch and Lomb

Threat of generics/own labels: how can your brand continue to grow?• How do you build your brand to be the first choice for the customer at a premium price ?• Key leviers to differentiate your brand offer from competition• Discover new techniques for product differentiation/innovation• Capture and use customer feedback to build engagement with the brandPetra Meyer, Vice President Strategic Marketing, Merck

No press is bad press? Turn negative customer perception around to work in your favour • Tackle the industry’s negative reputation head on with emphasis on e�ective education and communication with patients • Be more proactive with PR: Discover the importance of continuous PR campaigns to help maintain reputation throughout• Is Corporate Responsibility the way forward to improve your company’s reputation?Senior level pharma speaker TBC

Evaluate Direct to Consumer Initiatives as an e�ective contributor to brand growth• Learn how ROI analysis methodologies vary between Physicians vs. Consumers• Gain knowledge of different approaches to measuring Direct to Consumer campaigns • Find out when and how Direct to Consumer campaigns could help grow your brandHans Nagl, Director, Promotion Response Insight, ShireChristina Cucinotta Global Business Intelligence and Commercial Operations, Shire

Successful customer segmentation techniques: a Bayer case study • Discover how segmentation driven by the customer can lead to a more relevant, targeted marketing message orientated around the customer’s needs• Explore how to leverage patient data successfully and stop blanket campaigning by targeting the relevant groups only

Geo� Bailey, Global Head Strategic Marketing, Bayer

The patient is still key: a UCB case study of customer centric marketing • Provide more value for your customers- how can you deliver a service orientated around the patient?• Learn how UCB has achieved long term success by putting the customer first Andre Groenewegen, Vice President and General Manager, UCB

Position your company as healthcare provider• Integrate patient compliance into your marketing approach and reap the benefits- learn from examples such as Pfizer’s “stop smoking” campaign • Examples of how to increase compliance by improving patient education Senior level pharma speaker TBC

Track 4: Customer centric marketing

Adapt your strategy to engage all stakeholders• Taylor your message in order to engage al levels of your customers from nurses through to payers• Observe trends in payor environments across Europe- identify clusters and react accordingly• Understand the changing role of the pharmacists- is this where the prescribing power now lies?• Examples of how innovative campaigns, such as UCB partnering with PatientsLikeMe and Oxo, have produced added value to both customer and companyMichael Zaiac. VP, Head of Global Medical A�airs Adolescent/Adult Vaccines, GSK

Roundtable: Marketing in a multi-stakeholder world roundtable discussionsTable 1: • Discover how to effectively work with payers in the centralised systems of England, France etc• Discover ways of raising efficiency and ensuring a long term relationship with payers

Table 2: • Best practises for marketing in the decentralised systems of Spain Germany, Austria etc where the physician is key• What do the physicians care about and really want to hear?

Track 5: Multiple stakeholders

“Deals with the most critical business challenges- it fuels future orientations”

Paul Klusters, Director, UCB

“Very valuable presentations- showed what will be happening in 5 year’s time”

Nick Pope, Global Director, Bausch & Lomb

Track 3: Winning Brand StrategiesDay Two - October 14th

CASE STUDY

CASE STUDY CASE STUDY

CASE STUDY

CASE STUDY

CASE STUDY

PANEL SESSION

Developed by:

Pharma Marketing Summit 201010th Annual

13-14th October, Swissotel Zurich, Zurich, Switzerland

I think long and hard about attending industry conferences; I have to weigh the time it takes from my busy diary against the reality that my livelihood depends on maintaining my expertise. Because, as a realist, I know that not all conferences are worth the time and I pick mine carefully.

eyeforpharma's 2010 Marketing conference ticks all the boxes for me. At its core is a collection of experienced speakers from the sector’s leading companies, carefully selected to cover the broad range of topics I need to understand. Importantly, the conference is structured to make it interactive and ensure I can catch all the sessions I want to.

Around the session are the equally valuable networking sessions,

where I always learn something new and build my network. For all the technology and science, making marketing happen in the real world still depends on knowing the right people. And last, but by no means least, is the chance to get out of the o�ce, to think, reflect and recharge my marketing batteries. The truth is that a heavy workload can dull my mind, so spending a couple of days sharpening my ideas is exactly what I need.

I hope to see you in Zurich and hope you will get as much out of this conference as I always do.

Dr Brian D SmithPragmedic.com, Open University Business School and Editor of the Journal of Medical Marketing.

A note from our Chairman: Our 5 Guarantees to you:

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5

A roadmap for action - practical steps for your company to move confidently towards strategic social media use

Knowledge from some of the biggest brands today

New relationships with a highly targeted, senior set of peers

Insights from the most dynamic figures at work in Marketing today

A benchmark of leading companies, and what you need to do to take your place amongst them

Business Opportunities For Solution Providers

We are dedicated to providing a forum where our attendees can learn about the most advanced and tailored solutions available on the market.

• There are a limited number of spaces available for companies with an innovative solution in the areas of e-business, Business Excellence and Brand Strategies • This event will build new prospects and strengthen current business relationships.

Opportunities available include

• 1 to 1 meetings with key decision makers• Take a speaking slot and address 250+ marketing executives • Show off your latest products and services in our exhibition hall• Build your brand with exclusive promotional opportunities• Host interactive workshops with core clients and prospects... and much more!

If you want to meet with senior decision makers from pharmaceutical and biotech companies then contact Nina Hattingh on +44 (0) 20 7375 7521or at nina@eyeforpharma.com

Catch every presentation…It can be di�cult to catch every presentation- and with the expertise on offer, you’ll want to. We will record every presentation so you don’t have to miss a thing. Simply purchase a ‘Gold Pass’ when you register. You’ll be given access to the Online Video within 10 days of the event.

Register on page 7 now.

Meet 250+ senior level marketing executives

“This is the event of the year- a great place to make new contacts”

Fonny Schenck, Managing Director, Across Health

“A good mix of speakers, delegates and sponsors which lead to an interesting and dynamic dialogue.””

Tim Mustill, Commercial Director, Fishawack

Breakdown of last year’s attendees: Head of Marketing/Marketing Director CEO/Managing Director/General manager

Brand Manager/Product Manager Commercial & Marketing Manager Consultants/Solution Providors Press

For the full speaker line-up and the most up to date information visit:

www.eyeforpharma.com/marketing

2. DELEGATE DETAILS

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€1695 €1995 €2295

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Platinum Pass• Two day full access pass• Full event video recording• Exclusive Marketing Report

Gold Pass• Two day full access pass• Full event video recording• Access to KAM webinar

Silver Pass• Two day full access pass

€2395 €2695 €2995

€1995 €2295 €2595

€1795

€500

€2095 €2395

Developed by:

Register NOW in 3 easy steps

Pharma Marketing Summit 2010. 13-14th October, Swissotel Zurich, Switzerland

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Terms & ConditionsPlaces are transferable without any charge. Cancellations before September 13th 2010 incur an administrative charge of 25%. If you cancel your registration after September 13th 2010 we will be obliged to charge you the full fee. Please note - you must notify eyeforpharma in writing of a cancellation, or we will be obliged to charge you the full fee. The organisers reserve the right to make changes to the program without notice.

All prices displayed are exclusive of VAT unless otherwise stated but, VAT will be charged, where applicable, at the prevailing rate on the invoice date and the relevant details will appear on the invoice. FC Business Intelligence takes every care to ensure that prices quoted are correct at time of publishing however; bookings will only be accepted if there is no material error in the price advertised on the website. Please read the complete text of term & conditions at: https://secure.eyeforpharma.com/latinamerica/terms.htm

4 EASY WAYS TO REGISTER TODAY!

Group DiscountsTake advantage of eyeforpharmas unique team discounts. Every fourth person in your group comes for free

Contact the eyeforpharma team on +44 (0)207 375 7509 or thushani@eyeforpharma.com

ONLINE: Go to www.eyeforpharma.com/marketing and submit your details for instant confirmation of your place.

E-MAIL: The eyeforpharma Registration Team at register@eyeforpharma.com

FAX: Send this form by fax to: +44 20 73 75 75 76

CALL: Eyeforpharma on +44 20 73 75 75 75

FOR PHARMA COMPANIES

Platinum Pass• Two day full access pass• Access to all the Workshops• Full event video recording• Exclusive Marketing Report

Gold Pass• Two day full access pass• Access to all the Workshops• Full event video recording

Silver Pass• Two day full access pass• Access to all the Workshops

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Video Conference recording

Industry Buzz around Pharma Marketing 2010:

5 great reasons to attend this conference:

A stimulating conference, opening minds by the diversity of topics

Andre Darmon, Chief ExecutiveStrategik & Numerik

Open now to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!

www.eyeforpharma.com/marketing

Media Partners

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Get the latest information and analysis at your fingertips. With access to exclusive keynote sessions and focused conference tracks, you’ll gain more in just 2 days than from weeks of market research or the purchase of expensive reports. Your business will SAVE money and see immediate results by involving you in the forum where the future of marketing is discussed

Expert speakers. The leading minds from all marketing aspects are hand-picked to share their vision and insight. Profit from this knowledge and create powerful new strategies to overcome your business challenges.

Unrivalled networking. Claim your seat at the table with all the key industry decision-makers and thought-leaders to ensure you leave Pharma Marketing with your briefcase full of valuable contacts. Plus benefit from 2 months use of our online networking center to ensure you secure one-to-one meetings with hard-to-reach executives!

Senior level descision-makers in attendance. Rub shoulders with 300+ of the leading pharma executive players from Europe. and abroad to give your commercial enterprise a truly global perspective.

No sales pitches! Pharma Marketing 2010 is an independently researched forum committed to equipping you with the tools and expertise to drive your business forward. Every single presentation is rigorously reviewed to ensure an unrivalled high quality.

Enjoyable event - learnt some new ideas and great opportunity to network with colleagues across Europe

Lisa Williams, Brand Director CVTakeda

I came, I saw and I took a lot with me from the summit.

Daniel Thadani, Zonal ManagerDr Reddys

A very well run meeting with a diverse range of speakers discussing a diverse range of topics. Time and money well spent both in education, development and networking

Jeremy Williams, Chief Executive Photosound

The largest and most influential Marketing meeting in Europe

Pharma Marketing10th Annual

Summit 2010

Developed by:

Two-day pharmaceutical conference13 – 14 October 2010 - Swissotel Zurich, Switzerland

Europe’s flagship event returns for its biggest year Save €300when you register before

August 20th