Communicating Pharmaceutical Evidence-Based Outcomes December 3 - 4, 2013 • Philadelphia, PA

December 3 - 4, 2 013 • hyat t at the bellevue • Phil adelphia , PA
I n n o v a t i v e M e t h o d s f o r
Changing the Value Equation for Payers, Physicians, and Patients
Utilizing HEOR and Real-World Data
To Register, please visit www.worldcongress.com/PharmaEvidence
Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com
S a v e u p t o $ 3 0 0 W h e n Y o u R e g i s t e r b y O c t o b e r 1 8 , 2 0 1 3
Communicating Pharmaceutical
Evidence-Based Outcomes
media Partner: Organized by:
This is the only industry event to examine
the role of cross-functional teams to disseminate
outcomes data to key stakeholders by:
Re-defining the “value” of
pharmaceutical products
through HEOR and RWE
Cultivating innovative, high-level field
teams to educate stakeholders and
cultivate customer relationships
Creating new, cross-functional
alliances consisting of medical affairs,
commercialization, and product
development educate each other
and collaborate on outcomes data
communication efforts
Vickee Altman
Medical Scientific Affairs,
MSL National Manager
roche diagnostics
Stephen B. Camper, MS, PhD
Senior Director,
Health Economics &
Outcomes Research (HEOR)
ENDO PHARMACEUTICALS
Michael Christman
President, Chief Executive Officer
coriell institute
for medical research
Gregory W. Daniel,
PhD, MPH, RPh
Managing Director
engelberg center for
health care reform
the brookings
institution
Charlene Keller Fullmer
Assistant United States Attorney
U.S. ATTORNEY’S OFFICE,
EASTERN DISTRICT
OF PENNSYLVANIA
Mark Gibson
Director, Center for Evidence-
Based Policy
OREGON HEALTH &
SCIENCES UNIVERSITY
SCHOOL OF MEDICINE
Rick Mathis, PhD
Health Institute
BLUECROSS BLUESHIELD
OF TENNESSEE
Rick Moore
Chief Information Officer
national committee
for quality
assurance (ncqa)
Jamie Partridge, PhD, MBA
Director, Health Economics
and Outcomes Research
abbott nutrition
research and
development
Elite Speaking Faculty Includes:
@wrldhealthcare
#EBO13

To Register, please visit www.worldcongress.com//PharmaEvidence • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com
D e c e m b e r 3 - 4 , 2 0 1 3 • P h i l a d e l p h i a , P A
Changing the Value Equation for Payers, Physicians, and Patients Utilizing HEOR and Real-World Data
Who Should Attend
• Medical Affairs
• Commercialization
• Product Development
• Health Economics
Outcomes Research
(HEOR)
• Product Marketing
• Access Marketing
• Payer Marketing
• Communication
• MARCOM
• Product Manager
• Brand Manager
• Market Development
• Managed Care
Marketing
• Evidence Solutions
To inquire about Sponsorship and Executive Networking Opportunities, Contact David Capobianco,
Vice President, Business Development, World Congress • Call 781-939-2635 or email David.Capobianco@worldcongress.com
W H Y YO U
S H O U L D
S P O N S O R
POSITION
your company
as a leading
solutions and
service provider
MEET
your market
SHOWCASE
new technology
innovations
INCREASE
brand awareness
GENERATE
leads and new
business
DEVELOP
new and
current client
relationships
Dear Colleague,
The value in evidence-based medicine is clear — the methods to gather
and analyze evidence-based data have been made available, and the next step
is the practical application of this information to communication strategies.
This summit brings together leading experts in communicating evidence-based
outcomes and real-world data. Together, we can bridge the gap between product
development and commercialization when communicating with customers and
stakeholders. This will be a key differential in product success
in the future.
Our summit features best practices for bringing together medical affairs, product
development, and commercialization to create a new alliance that will transform
current communication strategies. New methods for reaching payers, prescribers,
and patients are evaluated with an emphasis on demonstrating product value and
reducing risk.
I invite you to join us for this exclusive summit and participate in the thought
leading discussions that will propel the pharmaceutical industry forward.
I look forward to seeing you in December in Philadelphia!
Kind regards,
Holly Gately
Division Director, Pharmaceutical Events
World Congress
To Register, please visit www.worldcongress.com/PharmaEvidence • Phone: 800-767-9499 • Fax: 781-939-2543 • Email: wcreg@worldcongress.com

T ue s d a y , D ece m b er 3 , 2 0 1 3
8:00 am –
8:30 am Summit Registration and Coffee in the Executive Networking Lounge
8:30 am –
9:00 am Opening Keynote Address:
Creating Values for a Better Health Care System
The pharmaceutical industry plays a critical role in the health care system with innovative, value-based approaches. Through collaboration with key decision
makers, we can re-define value and move the health care industry forward.
Thought Leader TBA
9:00 am –
9:45 am Ensure Product Utilization and Reimbursement — Leverage Evidence-Based
Outcomes to Transition from Volume to Value Reimbursement Models
Changes in reimbursement per the Affordable Care Act require the pharmaceutical industry to transition to defining value through evidence-based outcomes.
This is a sharp contrast from the volume-based reimbursement model, forcing pharmaceutical professionals to communicate value to their customers by:
• Demonstrating value in proven outcomes and lifetime value initiatives
• Utilizing Pharmacoeconomics/CBA to demonstrate quality of life standards
Gregory W. Daniel, PhD, MPH, RPh
Managing Director
engelberg center for health care reform
the brookings institution
Dr. Daniel oversees and provides strategic direction for evidence development including developing practical policy strategies, with broad stake-holder
support, for improving US capabilities in the areas of medical product safety surveillance, comparative effectiveness research, and biomedical innovation.
9:45 am –
10:15 am
Networking and Refreshment Break in the Executive Networking Lounge
10:15 am –
11:00 am Re-Defining Value — Transform the Positioning of Pharmaceutical Products
in the Continuum of Care
The definition of “value” is evolving in the health care industry and the pharmaceutical industry has the opportunity to direct stakeholders’ viewpoints
accordingly. Changing the mindset of what “value” truly means, pharmaceutical professionals can capitalize on the following initiatives:
• Transforming stakeholder views to focus on how pharmaceutical products fit in the continuum of care
• Creating content-rich, comprehendible messages to reach payers, physicians, and patients
• Leveraging internal business transformations to demonstrate value and commitment to the continuum of care
Mark Gibson
Director, Center for Evidence-Based Policy
Oregon Health & Science University School of Medicine
Mark Gibson is the Director of the Center for Evidence-based Policy. Mark brings to the Center more than two decades of experience as a health policymaker,
as both Chief of Staff and as a Policy Advisor for Health and Human Services to Oregon Governor John Kitzhaber.
11:00 am –
12:00 pm Reach Your Customers —
Payer, ACO, and Physician Perspectives on Value-Based Reimbursement
Hear from payers,ACOs, and physicians to determine exactly what they look for when prescribing and reimbursing pharmaceutical products. Topics of
discussion include:
• What qualities do physicians and ACOs seek in pharmaceutical products?
• How is real-world data best presented to payers?
• Which quality measures are most important in determining reimbursement?
Moderator:
Rick Moore
Chief Information Officer
National Committee for Quality Assurance (NCQA)
As NCQA’s Chief Information Officer, Rick Moore is responsible for the vision
and strategic direction of the Information Services, Information Technology
and Information Products.
Panelist:
Rick Mathis, PhD
Health institute
BlueCross BlueShield of Tennessee
Rick Mathis currently researches health and health policy at BCBST’s Health
Institute and was formerly their Senior Manager of Medical Policy Research
and Development. In that capacity he oversaw the assessment of new and
existing medical therapeutics and diagnostics for the plan.
12:00 pm –
1:00 pm
Networking Luncheon

T ue s d a y , D ece m b er 3 , 2 0 1 3 ( co n t i n ued )
1:00 pm –
1:45 pm Assemble a Cross-Functional Team to Maximize the Impact of HEOR Data
The process of collecting, sorting, and sharing HEOR data is a complex task that must be handled by a team of cross-functional titles to make the
best use of time, resources, and knowledge. Learn the step-by-step process for creating a successful internal team.
• Defining roles — incorporating key players to collect, analyze, and distribute real-world data
• Allocating time to assess cross-functional team needs and resources
• Merge individual contributions to move communication forward in a complex health care landscape
Jamie Partridge, PhD, MBA
Director, Health Economics and Outcomes Research
Abbott Nutrition Research & Development
Jamie Partridge, PhD, joined Abbott Nutrition Research and Development as Director of Health Economics and Outcomes Research (HEOR) in April, 2012.
The focus of her activities centers on HEOR initiatives being developed and expanded in the Therapeutic Nutrition Area, as well as expanding HEOR capacities
and influence around the globe.
1:45 pm –
2:30 pm The New Face of Pharma — Utilizing Comparative Cost Effectiveness to Retain
Customers After the Patent Cliff
The drug patent cliff affects a large number of pharmaceutical companies and their blockbuster products. The next steps are crucial to continued success –
new methods to retain patients must be developed and time is of the essence. Key objectives to establish a successful product portfolio includes:
• Incorporating real-world data for product optimization for a diverse portfolio
• Communicating change and demonstrating value to payers, physicians, and patients
• Utilizing Comparative Cost Effectiveness to prove the value in expense
Robert Freeman, PhD
Professor of Pharmacy Administration, Department of Pharmacy Practice and Administration
University of Maryland Eastern Shore School of Pharmacy
Robert Freeman, PhD, has over 20 years experience in the pharmaceutical industry having served as a leader of public policy and health economics functions
for AstraZeneca and Sanofi.
2:30 pm –
3:15 pm Prepare for the Future of Personalized Patient Care Using Real-World Evidence to
Support Product Development and Commercial Teams
The market for personalized medicine is on track to more than double by 2015, which marks this as a crucial time prepare for the inclusion of personalized
medicine in the continuum of care.
• Discuss emerging models for generating the Real-World Data needed for communicating personal therapies
• Utilize communication strategies to position personalized medicine in the context of reducing health care cost and improving quality
Michael Christman, PhD
President and CEO
Coriell Institute for Medical Research
Michael Christman, PhD, initiated the Coriell Personalized Medicine Collaborative® (CPMC®), a research study evaluating the utility of using the knowledge
of genetics in medicine.
3:15 pm –
3:45 pm
3:45 pm –
4:30 pm Expand the Role of Medical Affairs and Professional Education
in Marketing Goals and Ensure Brand Plans Are Effectively Executed
Medical Affairs has taken the lead role in professional education and will only continue to grow as the need for additional evidence-based data arises.
Key players in med affairs must take a lead role in shifting the pharmaceutical industry to a evidence-based mindset. Explore the steps in expanding
the role of medical affairs:
• Evidence-Based Market conditioning from a Medical Affairs perspective
• Educating Key Opinion Leaders on product attributes and building relationships
• Pre-launch preparation for product market positioning and messaging from a scientific standpoint
Dom Ricci, MD
Medical Affairs / Market Consulting, Previous International Medical Director, Global Medical Affairs, Infectious Disease
OPTIMER PHARMACEUTICALS
Dr. Ricci has served the pharmaceutical and biotechnology industries as an integral part of the Medical Affairs Dept. at Shire and Optimer, focusing on an
internal scientific and marketing integration approach to advance product awareness and best possible patient care.

T ue s d a y , D ece m b er 3 , 2 0 1 3 ( co n t i n ued )
4:30 pm –
5:15 pm Enabling a Successful Product Launch by Increasing the Role of
Commercialization in Early Drug Development
Communicating real-world data involves a blend of both commercialization and product development input to create a compelling message inclusive of
relevant outcomes-based information. Learn techniques to involve R&D in the commercialization process, including:
• Building a relationship with R&D — Closing the science/marketing gap
• Methods to provide appropriate transparency to key stakeholders
• Developing a product lifecycle MARCOM plan to retain customers and demonstrate lifetime value
Stephen B. Camper, MS, PhD
Senior Director, Health Economics & Outcomes Research (HEOR)
ENDO PHARMACEUTICALS
Dr. Camper is responsible for the implementation of evidence generation strategies to support both marketed and developmental assets across the Endo enterprise.
5:15 pm –
6:15 pm
Cocktail Reception in Executive Networking Lounge
W ed n e s d a y , D ece m b er 4 , 2 0 1 3
8:00 am –
8:30 am
Registration and Welcome Coffee in the Executive Networking Lounge
8:30 am –
9:15 am Developing a Field Communication Team to Effectively Deploy Real-World Evidence
The role of the MSL and field representatives is crucial in peer-to-peer collaboration and learning. With the expansion of HEOR data and demand for
value-based information, these teams and their responsibilities will expand to accommodate changing educational needs with the following:
• Techniques to incorporate outcomes data into MSL/HOL communication strategies
• Exploring methods to create a new multi-disciplinary field communication team
• Blending micro-level and macro-level communication to reach customers
Robin Winter-Sperry, MD
President and CEO
Scientific Advantage
Robin Winter-Sperry, MD has developed field medical teams at Novartis and Sanofi-Aventis and has been involved in over twenty-four product launches
including products such as Lamisil,Ambien, Diovan and Vesicare.
9:15 am –
10:00 am Getting Ahead of the Curve — Incorporating Digital Methods for Engaging
Evidence-Based Information Delivery
Electronic information delivery is commonplace for many organizations, however; a highly-regulated industry such as pharmaceuticals must take extra
precautions in digital information sharing. While traditional methods provide a more secure method of delivery, it is essential to recognize the preferences of
busy physicians and patients, who often seek information through daily use of mobile devices.
• Transforming traditional communication methods — Best practices to incorporate excel documents, printed materials, PowerPoint presentations,
and online marketing
• Incorporating iPad applications and online portals to deliver information to customers
• Engaging patients through interactive digital methods to distribute user-friendly real-world data
Thought Leader TBA
10:00 am –
10:30 am
What Our Attendees Say About Our Summits:
“Program provided many insights and tools in providing improvements in medication adherence, which at the end of the day will improve the health outcome
of the patients we provide services to every day.” — Albert Garcia RPh, MHL, President, Navarro Discount Pharmacy
“Excellent content that creates strong learning and networking environment.” — Mark Goldman,Bus. Dev. Lead,Philips Healthcare Home Monitoring
“Great range of speakers and topics with amazing Interventions and technologies.It’s great to see that all parts of the healthcare system come together
to fix this issue of medical non-adherence.” — Rmannon Quirk, Engineer, Biogen Idec
“The topics were very relevant and the content covered many aspects from how people behave to how to predict and best engage all providers in the care model.”
Julie Lambert, Sr. Director, Prime Therapeutics

W ed n e s d a y , D ece m b er 4 , 2 0 1 3 ( co n t i n ued )
10:30 am –
11:15 am Data Transparency — How Much is Too Much for Non-Compliance?
Comprehensive outcomes data is needed to demonstrate value and receive reimbursement, however; any off-label information used to promote a product is
punishable by fines and even the removal of corporate executives. Protect information sharing practices with an understanding of the following:
• FDAMA114 and its implications in relation to evidence-based marketing strategies
• Techniques to remain compliant while providing essential information to customers and stakeholders
• Utilizing off-label information in real-world data collections
Vickee Altman
Medical Scientific Affairs, MSL National Manager
Roche diagnostics
Mrs.Altman is responsible for the management of 12 Medical Science
Liaisons. The MSL team is responsible for medical and clinical professional
education, dissemination of scientific information within compliant and
ethical standards, and the facilitation of peer to peer professional exchanges.
Charlene Keller Fullmer
Assistant United States Attorney, U.S. ATTORNEY’S OFFICE
EASTERN DISTRICT OF PENNSYLVANIA
As an Assistant US Attorney, Charlene Keller Fullmer prosecutes health
care and affirmative fraud matters. She served as part of the prosecution
team that investigated and resolved allegations of off-label promotion
and kickbacks by Pfizer, Inc. and its employees. The $2.3 billion civil and
criminal resolution was at the time the largest health care fraud settlement
in the history of the Department of Justice.
11:15 am –
12:00 pm Rethinking ROI —
How Evidence-Based Communication Contributes to Your Bottom Line
Changes in the foundation of product commercialization will inevitably lead to a change in your return on investment. Tightened budgets and new
regulations require strategic planning and a new focus on the potential scenarios for ROI. Considerations in this process include:
• Navigating changes in product development, commercialization, and profitability
• Understanding the moving pieces of the Affordable Care Act and how these initiatives affect processes and costs of commercialization
• Creating a sustainable ROI model to move forward without shrinking profit margins
Thought Leader TBA
12:00 pm –
1:00 pm
Close of Conference
Benefit from one-on-one meetings, corporate branding and relationship building by participating
as an active corporate supporter and sponsor. World Congress offers various levels of support
and sponsorship opportunities at the event including but not limited to:
• Platinum, Gold, and Silver Event Sponsorship • Educational Sponsorship • Tabletop Exhibits
• Executive Networking Opportunities • Online Advertising / Sponsorships
To inquire about Sponsorship and Executive Networking Opportunities,
Contact David Capobianco, Vice President, Business Development, World Congress
Call 781-939-2635 or email David.Capobianco@worldcongress.com
W H Y YO U S H O U L D S P O N S O R
POSITION
your company
as a leading
solutions and
service provider
MEET
your market
SHOWCASE
new technology
innovations
INCREASE
brand awareness
GENERATE
leads and new
business
DEVELOP
new and
current client
relationships

T h e 2 n d A n n u a l
Upcoming World Congress
Pharmaceutical Events
World Congress Pharmaceutical is the leading provider of global market-driven, educational conferences for the pharmaceutical industry.
Visionary, global perspectives from senior thought leaders set our conferences apart — whether the event is focusing on regulatory and
compliance challenges, the latest sales and marketing strategies, or opportunities in emerging markets, our meetings provide actionable ideas
and real-world strategies you can bring back to your organization.
To be considered for our speaking faculty please submit abstracts to Holly.Gately@worldcongress.com.
D e c e m b e r 3 - 4 , 2 0 1 3 • P h i l a d e l p h i a , P A
2nd Annual World Congress Summit to
Improve Adherence and Enhance
Patient Engagement
Collaboration on Effective Interventions, Coordination, Quality, and Measurable Outcomes
March 10-11, 2014
Philadelphia, PA
Global Pharmaceutical and
Medical Meetings Summit
F e b r u a r y 3 – 5 , 2 0 1 4
Loews Philadelphia
Hotel
P h i l a d e l p h i a , P A
Where Pharmaceutical, Biotech, Medical Device and Health Care Senior Meeting Professionals Convene to Innovate, Educate and Network
Thought Leader Engagement, the Role of Medical Affairs and
Medical Science Liaisonsin the Era of Healthcare Reform
The World Congress Pharmaceutical Division is proud to present the 2nd annual
M a y 2 0 - 2 1 , 2 0 1 4 • P h i l a d e l p h i a , P A
Establishing a Culture of Knowledge and Value: Insights from KOLs and Internal Stakeholders

Registration Fee: Register By
10/18/2013
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Conference $ 1695.00 $ 1895.00
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Non-Profit/Associations
Conference $ 395.00 $ 595.00
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Fee for the conference includes welcome coffee, lunch, reception,
refreshments, and web-based conference documentation available
pre- and post-event through a password protected web-site. Please
make checks (in U.S. funds drawn on a U.S. bank) payable to WC
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Please contact us should you have any special needs.
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Venue:
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Room Rate: $179 • Cut-off Date: 11/12/13
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Register Now! E-MAIL
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D e c e m b e r 3 - 4 , 2 0 13 • h yat t at t h e b e l l e v u e • P h i l a d e l p h i a , PA
To p R e a s o n s t o A t t e n d :
• Hear from top pharmaceutical executives
about cross-functional evidence-based
communication strategies
• Discover the new roles and team functions of
Health Outcomes Liaisons (HOLs)
• Explore new technologies for communicating
evidence-based information to key stakeholders
and customers, including iPad applications
• Learn how to develop a product lifecycle
communication plan
• Address the concerns and demands of your
customers and stakeholders — payers and
ACOs — in the context of which your product
is reimbursed
• Position new and mature products to fit the
continuum of care and reduce risk for physicians,
payers, and patients
• Understand the implications of data
transparency and which information can lead
to non-compliance
w w w . w o r l d c o n g r e s s . c o m / P h a r m a E v i d e n c e

Communicating Pharmaceutical Evidence-Based Outcomes December 3 - 4, 2013 • Philadelphia, PA

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Communicating Pharmaceutical Evidence-Based Outcomes December 3 - 4, 2013 • Philadelphia, PA