Innovations in Pharmaceutical Marketing

Day Two

September 12th, 2008

9:00

Keynote:
Understanding and Developing an Optimal Lifecycle Opportunity

Thomas Han
Senior Director
Strategic Marketing & Business Analysis

Biovail Corporation Understanding strategic factors that go into building a optimal lifecycle plan will be key to the success of any company. As the flow of new drugs coming out of the labs and through the FDA continues to slow, effectively maximizing your current brand franchise could make all the difference in the world. However, in the world of paragraph 4 challenges, the lives of branded drugs face ever increasing challenges. Understanding the options and cost of lifecycle planning in this new environment will be a critical strategic skill any marketer will need.

Learning Objectives:

How has paragraph 4 challenges dramatically reduced the life of branded products?
Using a decision tree logic when planning for lifecycle development
What can you learn from brands that have been successful with lifecycle management?

10:00

Collaborative Connections: Facilitated Group Discussions

Participate in a facilitated discussion grouped by topic table with your peers! You will be able to discuss a variety of issues, in depth, in a dynamic and interactive setting. Take this opportunity to see what others are learning at the conference and what they are finding most valuable.

11:00 Networking Break

11:30

Utilize Pharmaceutical Physicians to Maximize Medical Impact on Drug Promotion and Acceptance

Arthur Lazarus, MD, MBA
Senior Director, Clinical Research
AstraZeneca Pharmaceuticals LP

The strategic use of physicians to review promotional material before it reaches the market strengthens the medical and scientific integrity of advertising. Physicians who support pharmaceutical marketing activities play a significant role in translating clinical trial data into promotional statements for tactical implementation. Physicians provide medical, therapeutic, and disease expertise, which improves medical advertising realism, enhances the creative process, and ensures that beneficial outcomes of treatment are accurately conveyed. Medical oversight of promotional review committees is critical in preventing product inaccuracies and mischaracterizations.

Learning Objectives:

Understand the role of physicians on promotional review committees
Gain insight into the interplay between clinical research and commercial objectives
Identify FDA enforcement issues and scope of enforcement
Become familiar with essential medical guidelines for pharmaceutical promotion

12:30 Networking Lunch

2:00

OPEN SESSION

If you would like to present during this session please contact Lisa Deutsch at ldeutsch@iirusa.com or 646-895-7482

4:00

Between Strategy and Change: Reformulating a Marketing Strategy for a Reformed EU Environment

Rossen Kazakov
Executive Director
Association of Bulgarian Pharmaceutical Manufacturers

The question of how to achieve competitive advantage through a genuine and innovative set of strategic principles and tools is ever present in the business repertoire of all industries. Yet few manage to reorder their way of doing things to achieve the perfect correlation between business goals and external customers' expectations.With modern economics rejecting the existence of a perfect equilibrium between supply and demand, the job of the business strategy planner is harder than never before. The key to successful strategy creation lies in an understanding of three strategic perspectives: Learning Objectives: • The purchaser of health care services – patient and government – as investor in health as an asset. • Customer perceived value as a distortion of the product 'eidos', due to market imperfections and asymmetries of information. • The effective management of the dynamics between suppliers' and customers' interests

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Day Two

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