1. Find value. Deliver access.
Prioritise customers.
PARKROYAL Darling Harbour, Sydney | 11–12th
October 2016 | Australia’s largest commercial excellence summit
6th
ANNUAL
EYEFORPHARMA SYDNEY 2016
www.eyeforpharma.com/au
Collaborate
Establish relationships with all
your key stakeholders, industry
leaders and innovators
Network
Spend over 10 hours networking
with 150+ pharma experts, payers
and key decision makers
Learn
2 targeted tracks, 30+ expert speakers,
industry driven agenda, panel
discussions and workshops
#efpsydney
COLLABORATE WITH PAYERS and identify new ways to market
BEYOND THE PILL: a stronger focus on patient centric
experiences
OVERHAULING BEST PRACTICES in training, development and
commercial engagement for your sales and marketing teams
SHARPER AND ACCELERATED DIGITAL PERFORMANCE in order
to effectively engage with your customers and deliver the right
message at the right time
LEVERAGE YOUR MULTICHANNEL STRATEGY for more
effective customer interactions
Reserve your
place now!
LAST FEW
TICKETS
Simon Eade
VP, Head Asia
Pacific Region
Actelion
Albert Spanos
Head of Operations
and Corporate Affairs
Australia/New Zealand
Celgene
Kate Webb
Head of Market Access
and Government Policy
Takeda Australia
Penny Shakespeare
First Assistant Secretary,
Pharmaceutical Benefits
Division
Department of Health
Geoff McDonald
VP General Manager
GSK Australia
Brian Gladsden
Managing Director and
Country President
Novartis Pharmaceuticals
Australia and
New Zealand
Gold Sponsor Silver Sponsors Exhibitors Supporting Sponsor Official Partner

2. eyeforpharma has staged this event for 6 years. In that time, we’ve seen the
industry make strides towards sharper commercial strategy. However, the fact
remains that we aren’t making the headway we had hoped for. The only answer-
we’re missing something.
Months of research with Asia-Pacific’s top pharma executives has made it
clear that the way forward is to amalgamate your marketing, sales, access and
medical teams to create a more cohesive commercial strategy focusing on fully
reaching your customer in order to ensure success.
In short, by working together across all functions we can truly become a
valuable partner in the healthcare industry.
This year’s summit will bring together an outstanding speaker faculty who can
deliver tangible solutions to the most pressing issues facing pharma. We will
focus on collaboration across your teams, PBS access and regulation, and a look
beyond the pill at the larger focus on the patient. All of which will help you
prepare your customer-centric commercial activities for the next coming years.
These unmissable two days will deliver real answers to the key aspects
effecting your work. Not only will our keynote sessions on both days’ reveal
insights from the likes of GSK, Shire, Bayer, Pfizer, Novartis, The Department
of Health and TGA. Our two tracks focusing on the effectiveness of your sales
force and strategic marketing tactics, will allow you to tailor your learning, and
lead your company from being a simple drug manufacturer- to a true healthcare
player.
This event is the only meeting place for commercial pharma in Australia and
surrounding region, for those who are not content with the status quo and
want to move quicker.
See you in Sydney!
Welcome to the 6th Annual
eyeforpharma Sydney Summit Here’s what attendees have
said about our previous
commercial and market
access events...
Don’t just take
our word for it...
“A great networking
event with thought provoking
presentations and insights from
industry leaders”
Peter Stephenson
AP Multichannel Marketing Lead
MSD
“Good opportunity to look
outside one’s organisation
and share best practice and
success stories.”
Stanley D’Souza
Senior Executive Therapy Specialists
GSK
“I came away from the conference
with useful insights and ideas to
share with my colleagues that
could be easily implemented to
further enhance our strategy”
Carlyn Villani
Brand Director
Elsai
Agenda at a glance
P.S. There are limited places available, get in touch
to reserve one of the final few passes
Giselle Quartin
Head of Commercial Asia Pacific
eyeforpharma
gquartin@eyeforpharma.com
+44 20 7375 7176
www.eyeforpharma.com/au
SESSION 1:
Why Access and
Compliance are Business
Opportunities for 2017
SESSION 2:
Leadership for Sales
Marketing Excellence
SESSION 3:
Increase your Salesforce
Effectiveness
SESSION 4:
Employ Strategic
Marketing Tactics
SESSION 5:
How Innovation Can
Come from Disruption
SESSION 6:
Boost the Value of Every
Customer Interaction
OR

3. Speaker faculty includes:
www.eyeforpharma.com/au
Simon Eade
VP, Head Asia Pacific Region
Actelion
Geoff McDonald
VP General Manager
GSK Australia
Tammy Lindrum
Head of Sales and Key
Account Management, General
Medicines Business Unit
Sanofi
Simon McErlane
Regional Medical Director
Alexion Pharmaceuticals
Deborah Monk
Director Compliance
Medicines Australia
Claire Edgerton
Sales Lead
Pfizer
Sue Elderton
National Policy Manager
Carers Australia
Julie-Anne Mitchell
Director of Cardiovascular
Health Programs
National Heart Foundation
Australia NSW
Sam Develin
Reimbursement Manager
Medicines Australia
Chris Stemple
Sales Marketing Director
Biogen
Paul White
National Sales Manager,
Oncology
Novartis Pharmaceuticals
Australia
Saul Resnick
CEO Australia
New Zealand
DHL Supply Chain
Elisha Whitfield
Head of Sales Marketing
Brintellix
Lundbeck Australia
Albert Spanos
Head of Operations and Corporate
Affairs Australia/New Zealand
Celgene
Barrie Littlefield
Head of Customer
Engagementr
Cure Brain Cancer Foundation
Kate Webb
Head of Market Access and
Government Policy
Takeda Australia
Penny Shakespeare
First Assistant Secretary-
Pharmaceutical Benefits Division
Department of Health
Elizabeth de Somer
Director, Policy and Advocacy
Medicines Australia
Frances Hall
Head of Sales
LEO Pharma
Matt Slabbert
Head of Market Access ANZ
Bayer Australia
Colin Albert
Regional GM Molecular Information
and Commercial Head Asia Pacific
Roche Pharmaceuticals
Brian Gladsden
Managing Director and
Country President
Novartis Pharmaceuticals
Australia and New Zealand
Theo Antonopoulos
Head of Sales Marketing
MedAdvisor International
Sandro Mancy
Digital Marketing Specialist
Boehringer-Ingelheim
Tim Nunan
Therapy Area Lead
Pfizer
Kate Bentley
Multi-channel Marketing Lead
and Marketing Excellence
Manager
GSK Australia
John Compton
Training and Development
Manager
Mylan EPD
Julie Fish
Enterprise Multi-Channel
Marketing Business Partners-
ANZ
Pfizer
Kathleen Traynor
Marketing Effectiveness and
Process Manager
Roche Australia
Victor Loh
Country Medical Director
Teva Pharma Australia

4. SESSION 1:
Why access and compliance are
business opportunities for 2017
OPENING ADDRESS
Australia needs us! Increase pharma’s value,
increase value to all Australians
• From threat to opportunity: examine how your company will emerge
stronger and fitter from short-term challenges – and become more
important to Australian healthcare
• Identify: new opportunities for growth across therapeutic areas,
products and pipelines
• A stronger, more cohesive commercial team with aligned goals
for marketing, sales, MSLs and Market Access
Geoff McDonald VP General Manager GSK Australia
Brian Gladsden Managing Director and Country President
Novartis Pharmaceuticals Australia and New Zealand
PANEL DISCUSSION
The access challenge and its impact
on pharma’s commercial teams
Our experts will address the burning questions effecting Australian pharma
• Pricing and access in 2016 - what has changed?
• How is the industry working with government to provide adequate
solutions for patients?
• How can sales marketing teams keep track of PBS reform?
• Are private marketing launches a viable option? What are the
considerations?
• How can the audience manage the repercussions from PBS changes?
Matt Slabbert Head of Market Access ANZ Bayer Australia
Albert Spanos Head of Operations and Corporate Affairs
Australia/New Zealand Celgene
Kate Webb Head of Market Access and Government Policy
Takeda Pharmaceuticals Australia
Simon Eade VP, Head Asia Pacific Region Actelion
PBS Pricing and the National Medicines Policy
• Hear from the Department of Health on how they are engaging with the
industry and how they will develop this in the next year
• An in-depth conversation discussing pricing policy and changes in the
Pharmaceutical Benefits System
Penny Shakespeare First Assistant Secretary,
Pharmaceutical Benefits Division Department of Health
The Medicines Australia Update:
A Guide to Smarter Implementation
of Code Transparency
• An overview of the code requirements, including changes implemented
from 1st October 2016
• Understand what the transparency measures will really mean
for Medicines Australia member companies
• Experience with the first reports by company
• Get ahead of the curve: see what’s next with the Code and
further transparency
Deborah Monk Director Compliance Medicines Australia
SESSION 2:
Leadership for sales
marketing excellence
PANEL DISCUSSION
Leadership: How to foster innovation,
continuity and stability in our senior teams
despite a tough external environment
• The revolving door of Australian Managing Directors: understand
what effect this had on the industry
• Key insights on how to ensure that up and comers are being given the
right professional development opportunities
• Minimise the impact of leadership change within stakeholders such
as the government.
• Find out what optimal continuity plans look like
• How to foster diversity through inclusion and equality programs
Chris Stemple Sales Marketing Director Biogen
The Future of Work: Nurturing a millennial
sales marketing team
Millennials bring with them new expectations, skills and attitudes
which can be sometimes be considered a strength and at other times
a disadvantage.
• Understand the skills and traits of tomorrow’s future leaders
• A look at the changing future of work
• Design a specific training program to deal with skills gaps
• Learn how to maximise the performance of a millennial workforce
• Maintain strong career progression options
Tammy Lindrum Head of Sales and Key Account Management, General
Medicines Buisness Unit Sanofi
Conference Agenda
www.eyeforpharma.com/au

5. SESSION 4:
Employ strategic marketing tactics
Build a skilled marketing team for
a multichannel environment
• The key skills required for a versatile, multichannel marketing
strategy focused on customer engagement
• Identify the key traits your team needs
• The importance of attitude vs hard skills
• How are traditional skills updated to suit a multi-channel approach?
Kathleen Traynor Marketing Effectiveness and Process Manager
Roche Australia
Identifying using big data in marketing
strategy and campaigns
• Get a grip on big data and how important it is in marketing
• How to use big data to determine strategies and operating plans
• How to use big data to evaluate strategies, channels and campaigns
Kate Bentley Multichannel-Marketing Lead Marketing Excellence GSK
Patient advocacy – challenging the system
• What does putting the patient first really mean?
• Where is the power?
• Innovation as a means, not an end
• Challenging the system- a brain cancer study
• A new ‘together’
Barrie Littlefield Head of Engagement Cure Brain Cancer Foundation
Implement effective strategic account
planning for increased customer value
• Quantify and qualify value for your specific customer set
• Identify ways of creating value beyond the sales call
• Create novel approaches that inspire, educate and benefit your
customer
• Learn to work within the time constraints imposed by practitioners
• A look at the access challenges for a private script antidepressant
Elisha Whitfield Head of Sales Marketing Brintellix
Lundbeck Australia
Conference Agenda
Choose a track:
SESSION 3:
Increase your sales force
effectiveness
PANEL DISCUSSION
What will our field force look like in
5, 10 and 20 years time?
• An examination of the future sales challenges, opportunities and
needs – determine what resources you need in place and by when
• What will our customers expect from our sales force? A look
at new models including virtual and self-service scenarios
• Futureproof training - what skills will our sales teams need
in 5-10 years?
Paul White National Sales Manager, Oncology Novartis
Pharmaceuticals Australia
Frances Hall Head of Sales LEO Pharma
Beyond KAM – the new account
management reality
• See how the practice of key account management is changing
to accommodate our developing customers
• Understand customer influences/forces and our necessary
approach in hospitals vs. clinics
• Examine the economic benefits of an ecosystem approach
rather than an individual customer approach
Tim Nunan Therapy Area Lead Pfizer
Claire Edgerton Sales Lead Pfizer
Improving field force performance –
The Mylan Story
• Why the way measuring performance needed to change.
• What we did to define and measure field force and sales manager
performance
• How we linked knowledge and skill gaps to coaching
• An insight into how these changes lifted performance and results.
John Compton Training and Development Manager Mylan EPD
Develop a win-win relationship with your
MSL team
• Understand strategic role of medical teams within the sales
function and how to collaborate with them.
• Understand how MSLs prioritise and set strategies
• The benefits of clear objectives particularly around customer time
Victor Loh Country Medical Director Teva Pharma Australia
OR
www.eyeforpharma.com/au

6. SESSION 5:
Why innovation comes from
disruptions
The digital disruption imperative: why
embracing digitisation is no longer optional
• Understand the characteristics of the companies leading digital
disruption - and the challenges for pharma in getting close
• Learn how consumer empowerment is creating new expectations
from HCPs and patients beyond the pill
• New trends that are challenging pharma to shift from an asset
to a solution mindset
• Case studies of the latest digital technologies that provide new
opportunities for pharma, including virtual reality, periscope,
hololens and more
• The arrival of Google Alpha and IBM Artificial Intelligence –
get the basics right to enable data-driven decision making
Peter Stephenson AP Multichannel Marketing Lead MSD
How to encourage innovation through local
collaboration and strategic alliances
• Generate value through partnership and collaboration opportunities
• Understand the key value of potential emerging business operating
models
• Examine possible creations by amalgamating of traditional pharma
and tech.
• Unlock partnership licensing deals to generate more value
Theo Antonopoulos Head of Sales and Marketing MedAdvisor
PANEL DISCUSSION
Redesign the pharma supply chain for more
effective distribution
• What should your ideal supply chain look like in 2016?
• How pharmacies, pharma companies, government and wholesalers
can together create a more efficient system
• The patient perspective – how our distribution channels are
impacting patients their carers
• Identify the challenges and opportunities in the new Hep C drugs
• Examples of successful collaborations that improve distribution
Sam Develin Reimbursement Manager Medicines Australia
Saul Resnick CEO Australia New Zealand DHL Supply Chain
SESSION 6:
Boost the value of every
customer interaction
PANEL DISCUSSION
Beyond the pill- how we can focus more
on the patient
• Ways to better understand, appreciate and act on the patient’s perspective
• What drives the patient’s decisions? How engaging the patient’s
immediate community is of direct relevance to pharma
• How will an increase in patient empowerment change the way
we interact with our customers?
• Is ‘beyond the pill’ a valid option for Australian pharma?
Jon Evans Head of International Health Special Advisor International
Medical Research Department of Health Human Services
Sue Elderton National Policy Manager Carers Australia
Julie-Anne Mitchell Director of Cardiovascular Health Programs
National Heart Foundation Australia NSW
CASE STUDY
Creating a patient centric experience
Simon McErlane Regional Medical Director Alexion Pharmaceuticals Inc.
Leverage multichannel options for improved
customer engagement
• Understand your customer, business and value requirements
• Determine who wants to hear from you in person - and who
prefers online support
• Define how you should engage your customers
• The role of the rep as a traditional channel
• Learn to interact across different channels
Sandro Mancy Digital Marketing Specialist Boehringer-Ingelheim
Develop effective content messaging
for customer engagement
• Determine what content is classified as ‘good’ or ‘effective’ for your brand
• Extrapolate learnings from other therapy areas
• Understand the different channels and how content is consumed
• Develop content for practitioners, based on your patient experience
• Build efficiency by repurposing content across sales, marketing,
channels and therapy areas
Julie Fish Enterprise Multi-Channel Marketing Business Partners- ANZ
Pfizer
Conference Agenda
www.eyeforpharma.com/au

7. Maximise your learning
with a Diamond Pass
Opportunities for
solution providers
Business opportunities include:
• Demonstrate your thought leadership
to a room full of senior level
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!
Purchase your Diamond Pass and get access
to one of these top-level reports which provide
100+ pages of data and analysis
Key Customer Engagement 2015
Develop strategy, organisation, human resources
and tools for Key Account Management
• Learn how to implement KAM as a business model beyond
a sales tactic: Manage cultural change and expectations
Worth
AU$4425
eyeforpharma on demand grants you access to
exclusive reports – plus audio, video, reports and
whitepapers from ALL of our market access and
commercial conferences and research projects.
Access eyeforpharma on demand for 1 year
with your Diamond Pass or get a 4 week taster
with a Gold Pass.
See more:
• The foresight to anticipate what’s next
• The inspiration to explore what’s possible
• The edge to go above and beyond
Maximise your return on investment
at this industry-leading event by
increasing your profile with our
exciting range of sponsorship
opportunities, contact:
Henry Payne
Business Development Executive
eyeforpharma
hpayne@eyeforpharma.com
US +1 800 814 3459 ext. 7509
GLOBAL +44 20 7375 7509
CHOOSE FROM:
Value Added Services 2015
3 tailored roadmap’s to solutions in healthcare beyond the pill
• Understand the creation of successful services by looking
at organizational structure and internal processes.
Worth
AU$4425
Customer Experience Management 2015
Put the customer at the centre of your strategy, organization
and capabilities
• Learn what Customer Experience means for your company
and how to align it with your commercial strategy.
Worth
AU$4425
Marketing Data Infrastructure 2015
Handle the data your marketing needs
• Understand how to build a data infrastructure that support
your desired marketing capabilities.
Worth
AU$4425
The Role of the Sales Representative
in a Multichannel World 2015
Advancing Multichannel Customer Engagement in Pharma
• Understand how the role of the sales representative and the face-to-face
meeting is evolving.
Worth
AU$4425
www.eyeforpharma.com/au

8. Registration: choose your pass type
Delegate Details
Mr/Mrs/Ms/Dr: First name: Last name:
Company: Position/Title:
Telephone: Fax: Email:
Address: Postcode: Country:
Payment
I enclose a cheque/draft for:
(Payable to eyeforpharma Ltd)
Please invoice my company:
Purchase Order Number:
Please charge my credit card: Amex Visa Mastercard
Credit card number:
Expiry date:
Security number:
Name on card:
Signature:
www.eyeforpharma.com/au/register.php
1 ONLINE
Send this form by fax to +44 20 7375 7172
4 FAX
The eyeforpharma Registration Team at
register@eyeforpharma.com
3 E-MAIL
eyeforpharma on +44 20 7375 7222
2 CALL
4 Easy Ways
To Register
Today!
TERMS CONDITIONS: Places are transferable without any charge. Cancellations before September 11th incur an administrative charge of 25%. If you cancel your registration after September 11th 2016 we will be obliged to charge the
full fee. Please note- you must notify eyeforpharma in writing of a cancellation, or we will be obliged to charge the full fee. The organizers reserve the right to make changes to the programme without notice. All prices displayed are
exclusive of VAT unless otherwise stated by, VAT will be charged, where applicable, at the prevailing rate on the invoice date and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT.
Diamond Pass
• Exclusive Diamond report (AU $4425) Choose one from the following:
Key Customer Engagement 2015
Customer Experience Management 2015
Value Added Service 2015
Marketing Data Infrastructure 2015
The Role of the Sales Representative in a Multichannel World 2015
• Access to all conference sessions, exhibition networking area
• Access to speaker PDF slides and audio
• Annual Subscription to eyeforpharma On Demand includes
access to all event materials since 2013 and our premium reports.
More details here: eyeforpharma.com/on-demand
See more information on the Diamond Pass on the previous page.
Gold Pass
• Access to all conference sessions,
exhibition networking area
• Access to speaker PDF slides
and audio
• 4 Week Subscription to
eyeforpharma On Demand,
includes access to all event
materials since 2013 and our
premium reports. More details here:
eyeforpharma.com/on-demand
Silver Pass
• Access to all
conference sessions,
exhibition
networking area
Launch Price – Expires 17/06/2016 AU$ 3599 AU$ 2099 AU$ 1699
Super Early Bird – Expires 22/07/2016 AU$ 3799 AU$ 2299 AU$ 1899
Early Bird – Expires 19/08/2016 AU$ 3899 AU$ 2399 AU$ 1999
Last Chance – Expires 16/09/2016 AU$ 3999 AU$ 2499 AU$ 2099
Full Price AU$ 4099 AU$ 2599 AU$ 2199
For Pharma Biotech Diamond Gold Silver
BEST VALUE MOST POPULAR
Launch Price – Expires 17/06/2016 AU$ 3999 AU$ 2499 AU$ 2099
Super Early Bird – Expires 22/07/2016 AU$ 4199 AU$ 2699 AU$ 2299
Early Bird – Expires 19/08/2016 AU$ 4299 AU$ 2799 AU$ 2399
Last Chance – Expires 16/09/2016 AU$ 4399 AU$ 2899 AU$ 2499
Full Price AU$ 4499 AU$ 2999 AU$ 2599
For Solution Providers Consultants
Attending
as a group?
Group pricing begins
with 2+ people
For enquires email
gquartin@
eyeforpharma.com
www.eyeforpharma.com/au

9. Find value. Deliver access.
Prioritise customers.
PARKROYAL Darling Harbour, Sydney | 11–12th
October 2016 | Australia’s largest commercial excellence summit
6th
ANNUAL
EYEFORPHARMA SYDNEY 2016
www.eyeforpharma.com/au
Collaborate
Establish relationships with all
your key stakeholders, industry
leaders and innovators
Network
Spend over 10 hours networking
with 150+ pharma experts, payers
and key decision makers
Learn
2 targeted tracks, 30+ expert speakers,
industry driven agenda, panel
discussions and workshops
#efpsydney
COLLABORATE WITH PAYERS and identify new ways to market
BEYOND THE PILL: a stronger focus on patient centric
experiences
OVERHAULING BEST PRACTICES in training, development and
commercial engagement for your sales and marketing teams
SHARPER AND ACCELERATED DIGITAL PERFORMANCE in order
to effectively engage with your customers and deliver the right
message at the right time
LEVERAGE YOUR MULTICHANNEL STRATEGY for more
effective customer interactions
Reserve your
place now!
LAST FEW
TICKETS
Simon Eade
VP, Head Asia
Pacific Region
Actelion
Albert Spanos
Head of Operations
and Corporate Affairs
Australia/New Zealand
Celgene
Kate Webb
Head of Market Access
and Government Policy
Takeda Australia
Penny Shakespeare
First Assistant Secretary,
Pharmaceutical Benefits
Division
Department of Health
Geoff McDonald
VP General Manager
GSK Australia
Brian Gladsden
Managing Director and
Country President
Novartis Pharmaceuticals
Australia and
New Zealand
Gold Sponsor Silver Sponsors Exhibitors Supporting Sponsor Official Partner