The Medical Affairs Forum Asia 2012, held from December 5-7 in Singapore, focused on bridging scientific knowledge with commercial success in the pharmaceutical sector. Key themes included the evolving roles of medical affairs, effective communication strategies, and enhancing collaborations with key opinion leaders (KOLs). Attendees had the opportunity to network, engage with industry experts, and participate in discussions on addressing the challenges faced by the pharma industry in Asia.

1. Dr Richard Nieman
Vice President, Head of
Global Medical Affairs, Asia,
Bayer Healthcare
Pharmaceuticals, China
Dr Elena Rizova
Vice President Medical
Affairs,
JanssenPharmaceutical,
Singapore
5 – 7 December 2012 • Grand Copthorne Waterfront Hotel, Singapore
MEDICAL AFFAIRSMEDICAL AFFAIRS
FORUM AS A 2012FORUM AS A 2012 Bridging Science
and Commerce in Asia’s
Pharma Markets
Produced by:
www.medicalaffairs-asia.com
REGISTER NOW! Customer Service Hotline: +65 6508 2401
Media Partners:
International Marketing Partner:
Featuring Keynote Speakers:
Plus insights from:
Dr Abhishek Bhagat, Regional Associate Medical Director,
Mundipharma, Singapore
Dr Vicknesh Welluppillai, Medical Director, Pfizer, Malaysia
Dr Helen Lin, MedicalAffairsDirector,R&D, AstraZeneca, China
Dr AjayTiku, RegionalMedicalDirector,CardiovascularDisease
– Asia Pacific, Bristol Myers Squibb, Singapore
Dr Benjamin G. Co, Medical Director, Otsuka, Philippines
Dr Jude Selvaraj, MedicalLead:Malaysia/Singapore/Indonesia/
Brunei, Eli Lilly, Malaysia
Dr Ping Liu, Director of Medical Affairs, UCB, China
Bridging Science
and Commerce in Asia’s
Pharma Markets
Attend Asia’s 1st Medical
Affairs Conference to:
• Acquire the necessary knowledge required to
tackle the Medical Affairs’ growing strategic role
• Hear from Medical Directors how the Medical
Affairs function is continuously re-invented by
optimizing capabilities
• Network with industry thought leaders and
your peers from global pharma operating in the
region
• Gather practical advice on how to improve
communication and relationships with KOLs
• Listentoexperts as they discuss how to achieve
and keep an experienced and competent
Medical Affairs team
Key themes and issues
to be discussed include:
• Pharma Industry Updates: Trends and Realities
in the Region and Globally
• Dissecting the Medical Affairs Function: Roles,
Responsibilities and Reach
• AccuratelyCommunicating Scientific Information
for Internal and External Partners
• Case Studies: Focus on Opportunities,
Challenges, Issues and Strategies for Success
• Strengthening KOL Engagement and
Collaboration
Cultivating a Medical Affairs Mindset: The Essence and a Few Essentials
PLUS! Post-Conference Workshop: 7 December 2012
Dr Seong-Choon Choe, Senior Vice President, HanAll
Biopharma, Korea
Dr Karen Smith
Senior Vice President
and Head, Global
Medical Affairs,
Allergan, USA

2. REGISTER TODAY! +65 6508 2401 register@ibcasia.com.sg www.medicalaffairs-asia.com
MEDICAL AFFAIRSMEDICAL AFFAIRS
FORUM AS A 2012FORUM AS A 2012 Bridging Science
and Commerce in Asia’s
Pharma Markets
Bridging Science
and Commerce in Asia’s
Pharma Markets
CONFERENCE DAY ONE
Wednesday | 5 December 2012
8:30 Registration and Morning Coffee
9:00 Chairperson’s Opening Remarks
Dr Seong-Choon Choe, Senior Vice President,
HanAll Biopharma, Korea
Pharma Industry Updates: Trends and
Realities in the Region and Globally
9:10 Scanning the Pharmaceutical Industry’s Evolving
Framework
• Today’s healthcare environment: trends, challenges and
opportunities
• What are the drivers of change and productivity?
• Responding to change in the industry through the Medical
Affairs function
Dr Karen Smith, Senior Vice President and Head, Global
Medical Affairs, Allergan, USA
9:50 Asia’s Medical Affairs Landscape: What Makes the
East Different?
• State of pharma/biotech business in Asia
• The important role of investigator-initiated studies vis-à-
vis CME oriented programmes
• Cultural and language differences and what they mean for
the global pharma professional
Dr Richard Nieman, Vice President, Head of Global
Medical Affairs, Asia, Bayer Healthcare
Pharmaceuticals, China
10:30 Morning Refreshments
11:00 CME Advocacy in Asia Pacific Region
• Challenges in organizing continuing education and
awareness to doctors and KOLs
• How to effectively involve government, public and doctors
Dr Elena Rizova, Vice President Medical Affairs,
Janssen Pharmaceutical, Singapore
11:40 Setting a Regional Benchmark for the Medical
Affairs Profession
• Do Asia markets and KOLs respond differently?
• Trends in regulatory administration to keep abreast of
• Gaining buy in from both internal and external stakeholders
Moderator:
Dr Karen Smith, Senior Vice President and Head, Global
Medical Affairs, Allergan, USA
Panelists:
Dr Richard Nieman, Vice President, Head of Global
Medical Affairs, Asia, Bayer Healthcare
Pharmaceuticals, China
Dr Elena Rizova, Vice President Medical Affairs,
Janssen Pharmaceutical, Singapore
12:30 Networking Lunch
1:30 Impact of ASEAN Harmonization and Global Trends
• Update on the ASEAN harmonization with focus on medical
devices
• Review of regulations and government updates in key
countries in Asia
• Outlook for the Asian regulatory scene
Jack Wong, Regulatory Affairs Director,
Johnson & Johnson, Singapore
Dissecting the Medical Affairs Function:
Roles, Responsibilities and Reach
2:10 Measuring the Medical Affairs Function: What Are
Our KPIs?
• What are the roles, expectations and responsibilities of an
MSL in a pharmaceutical company?
• What traditional roles of sales have medical affairs taken
over?
• Forging ahead as an ambassador across the scientific and
public health community
• Structuring and coordinating medical affairs activities –
key factors for success
Dr Ajay Tiku, Regional Medical Director, Cardiovascular
Disease – Asia Pacific, Bristol Myers Squibb, Singapore
2:50 Critical Role of Medical Affairs in Clinical
Development
• Understanding the relationship in a company between
clinical R&D and medical affairs
• Updates on recent clinical development that affects the
MA function
• How important is data management?
• Establishing partnerships in clinical development through
the MA channel
Dr Jyoti Bedi, Medical Adviser – Strategic Medical Affairs,
New Initiative, Panacea Biotec, India
3:30 Afternoon Refreshments
4:00 What is the Potential for Contract Medical
Organisations (CMOs) in Asia?
• Increase in medical and scientific credibility
• Providing efficient and effective leadership
• Ensuring patient safety and outcomes
Thissessionpresentsanopportunityforsolutionproviders
to showcase their expertise and how it can support and
improve the medical affairs function
For inquiries, contact Yvonne Leong at
yvonne.leong@ibcasia.com.sg / +65-6508 2489
4:40 Keeping up with Complex Scientific and Medical
Information
• Transforming scientific data to useful, relevant information
for all
• The need for better quality of information
• Access to epidemiological data
• Skills needed to communicate complex, scientific data into
useful information to doctors and patients
Dr Seong-Choon Choe, Senior Vice President, HanAll
Biopharma, Korea
5:20 End of Conference Day One
PANELDISCUSSION

3. REGISTER TODAY! +65 6508 2401 register@ibcasia.com.sg www.medicalaffairs-asia.com
MEDICAL AFFAIRSMEDICAL AFFAIRS
FORUM AS A 2012FORUM AS A 2012 Bridging Science
and Commerce in Asia’s
Pharma Markets
Bridging Science
and Commerce in Asia’s
Pharma Markets
CONFERENCE DAY TWO
Thursday | 6 December 2012
Accurately Communicating Scientific
Information for Internal and External Partners
2:10 Ensuring Smooth Communication and Work
Relationships with KOLs
• Importance of networking and how to do it right
• Establishing criteria to evaluate needs and goals for KOL
engagement
• Value exchange to improve relationships, build credibility
and motivate your KOLs
Dr Vicknesh Welluppillai, Medical Director, Pfizer,
Malaysia
2:50 Afternoon Refreshments
3:20 Combating the Shortage of Trained MA/MSLs to
Meet Asia’s Needs
• What is the extent of the problem and how is it being
addressed in Asia?
• Models that have been successful in mature markets
• Prioritising resources to mitigate the shortage of efficient
MA professionals
Dr Jude Selvaraj, Medical Lead: Malaysia/Singapore/
Indonesia/Brunei, Eli Lilly, Malaysia
4:00 Developing Appropriate Positioning for New
Products to Leverage New Indications
• Franchise analysis and how to position new product while
keeping existing ones on the same market
• Can new indications help to maintain the price premium
in China?
• New indications and post-marketing studies: data gap
analysis
Dr Ping Liu, Director of Medical Affairs, UCB, China
4:40 Drug Reimbursement, Government Involvement
and the Medical Affairs Function
• Responding to dynamic industry trends
• Prioritizing resources to make medical affairs more efficient
• Lessons learned from working in a global community
• Predicting the changing role of MA in the next 5 years
Moderator:
Dr Aamir Shaikh, Founder, Assansa, India
Panelists:
Dr Benjamin G. Co, Medical Director, Otsuka,
Philippines
Dr Vicknesh Welluppillai, Medical Director, Pfizer,
Malaysia
Dr Jude Selvaraj, Medical Lead: Malaysia/Singapore/
Indonesia/Brunei, Eli Lilly, Malaysia
Dr Ping Liu, Director of Medical Affairs, UCB, China
5:30 Chairperson’s Summary & End of Conference
PANELDISCUSSION
“Knowledge sharing, variety of topics on different countries.
Networking, cosmopolitan, diversity of people. Good dynamic
presentation, panel, enable interactions”
~ Johnson & Johnson
9:00 Chairperson’s Welcome Remarks and
Recap of Day One
DrBenjaminG.Co, MedicalDirector, Otsuka, Philippines
Case Studies: Focus on Opportunities,
Challenges, Issues and Strategies for Success
9:10 The Use of Digital Technology to Promote Science
and Marketing
• Making digital technology work for your company work
force
• Patient health access through technology
• eDetailing in changing scenarios of the pharmaceutical
industry
DrBenjaminG.Co, MedicalDirector, Otsuka, Philippines
9:50 Evolution of Field Based Medical Functions in Korea
• Recent Evolution of Ethical Business Practice
• Current status of Field based Medical functions in Korea
• Leadership of KSPM to evolve FBM
Dr Won-Sik Lee, Medical Director & PC BU Medcial Lead,
Pfizer, Korea
10:30 Morning Refreshments
Strengthening KOL Engagement and
Collaboration
11:00 Medical Affairs for Orphan Drugs / Novel Drugs/
Medical Device
Forspeakerupdate,pleasevisit www.medicalaffairs-asia.com
11:40 Balancing Science and Sales: Adhering to Research
while Aligning with Commercial Goals
• Adherence of marketing to compliance
• Communicating evidence-based value to stakeholders
• Differentiating the MSL and Sales Reps
Dr Helen Lin, MedicalAffairsDirector,R&D, AstraZeneca,
China
12:20 Networking Lunch
1:30 Creating Synergy among Sales, Marketing and the
Medical Affairs Teams
• Developing appropriate positioning for new products and
help to leverage new indications
• Knowing when collaboration is not possible (ethical or
compliance reasons)
• Effective communication to internal stakeholders
Dr Abhishek Bhagat, Regional Associate Medical
Director, Mundipharma, Singapore

4. REGISTER TODAY! +65 6508 2401 register@ibcasia.com.sg www.medicalaffairs-asia.com
“Comprehensive overview of regulatory requirements of major
regions around the world”
~ Bayer
“Excellent topics and speakers”
~ Novartis
“Very informative”
~ National Pharmaceutical Control Bureau, Malaysia
MEDICAL AFFAIRSMEDICAL AFFAIRS
FORUM AS A 2012FORUM AS A 2012 Bridging Science
and Commerce in Asia’s
Pharma Markets
Bridging Science
and Commerce in Asia’s
Pharma Markets
WORKSHOP
Post-Conference Workshop | FRIDAY | 7 December 2012 | 9.00am – 12.30pm
This workshop will run from 9:00-12:30 with mid-morning refreshments. Registration begins 30 minutes before the session commences.
Past participating organizations at IBC’s past related events include:
ACTELION PHARMACEUTICALS • ALLERGAN • AMGEN • ASTRAZENECA • BAYER HEALTH CARE • BECTON DICKINSON • BEIGENE • BOEHRINGER INGELHEIM
• BRISTOL MYERS SQUIBB • CELLTRION • CHUGAI PHARMACEUTICAL • DAEWOONG PHARMACEUTICAL • DAIICHI SANKYO • DEXA MEDICA • ELI LILLY &
COMPANY • GENZYME CHINA • GSK • GSK BIOLOGICALS • HANDOK PHARMACEUTICALS • HENLIUS BIOPHARMACEUTICALS • HOFFMANN LA ROCH • HUMAN
GENOME SCIENCES • IPSEN • JIANGSU HENGRUI MEDICINE CO • JOHNSON & JOHNSON MEDICAL • KADMON • KALBE FARMA • LG LIFE SCIENCES • LUNDBECK
• MERCK SHARP & DOHME • NOVARTIS • NOVO NORDISK • PFIZER • PHARMANIAGA • SANBE FARMA • SANKYO • SANOFI PASTEUR • SANOFI-AVENTIS •
SFDA • TAIHO PHARMACEUTICAL • TAKEDA PHARMACEUTICAL• AND MORE...
SPEAK, SPONSOR AND NETWORK AT MEDICAL AFFAIRS FORUM ASIA
This event offers you a unique opportunity to showcase your expertise in front of key decision-makers. Maximize your
marketing dollars by exhibiting or presenting your expertise at this event. Increase your exposure further by sponsoring a
breakfast, luncheon or cocktail reception!
To learn more about these opportunities, please contact: Yvonne.leong@ibcasia.com.sg / +65 6508 2489
Workshop Objectives:
• Describe the core responsibility and competency
requirements of a medical affairs professional
• Discuss and highlight the need and importance of cultivating
a medical affairs mindset
• Identify and describe the key requirements / characteristics
/ qualities of this medical affairs mindset
• Understand an approach towards self-development; craft an
effective personal development plan towards cultivating this
mindset
Who Should Attend:
This workshop will be useful to both new and experienced
Medical Affairs Professionals
Brief Outline:
• The core responsibility and competency requirements of a
medical affairs professional are somewhat unique and
extremely challenging
• While developing the core technical/functional/medical
competencies is a must, understanding the need for and
cultivating a medical affairs mindset is at the very essence
of achieving success
• This mindset is often difficult to cultivate because apart from
medical capabilities, it involves/requires a need for a few
essentials – these include accountability, balance, clarity,
sound judgment and decision making, a development focus
and ethical thought, behaviour and action
Cultivating a Medical Affairs Mindset: The Essence and a Few Essentials
Aamir Shaikh, Founder, Assansa
Aamir was previously Director of Medical Affairs & Research for Pfizer India. In this capacity, he nurtured, led and grew teams
of Medical Affairs Professionals across varied functional and therapeutic areas.
In 2007, Aamir founded Assansa – a consultancy which specializes in designing and delivering Professional Development
Programs and Customized Learning Experiences for the health care industry and academia in the following core health care
and pharmaceutical industry domains: Pharmaceutical Medicine; Medical / Clinical Research, Education & Practice; and
Health Care Leadership Development.
“High level of discussion with exchanges that spans from a multi
faceted area. Very impressed and learnt a lot”
~ KK Women’s & Children’s Hospital
“Havingtherighttopicsinterestedmeandtheenvironmentbeing
friendly and conducive to networking”
~ Proctor & Gamble
Led by:

5. 5 – 7 December 2012 • Grand Copthorne Waterfront Hotel, Singapore
MEDICAL AFFAIRSMEDICAL AFFAIRS
FORUM AS A 2012FORUM AS A 2012 Bridging Science and Commerce
in Asia’s Pharma Markets
Bridging Science and Commerce
in Asia’s Pharma Markets
REGISTER TODAY! +65 6508 2401 register@ibcasia.com.sg www.medicalaffairs-asia.com
Across the board, the pharma industry is under
increasing attack from all sides...
• 2007 – Purdue Pharma settled for $634 million for illegally
promoting OxyContin as less addictive than other painkillers
• 2009 – Eli Lilly settled for $1.4 billion for illegally marketing
Zyprexa for the treatment of dementia, despite being approved
only for the use of schizophrenia and bipolar disorder
• 2009–Pfizersettledfor$2.3billionforillegallypromotingBextra
• 2011 – Merck agreed to pay $950 million to settle complaints
that it had illegally marketed Vioxx
• 2012 – Abbott settled for $1.6 billion for illegally marketing an
anti-seizure drug
• 2012–GSKfined$3billionformarketingdrugsforunauthorized
uses
• Any day now, the Justice Department is expected to announce
that Johnson & Johnson has settled claims that it illegally
promoted Risperdal with expected settlement of about
$2.2 billion
Could these situations have been prevented
and millions saved with an empowered
Medical Affairs team?
The modern-day pharmaceutical Medical Affairs function has
transformed into an incredibly challenging and complex role.
This entails a gamut of activity, from bridging research, clinical
development, scientific publications, health outcomes, medical
education and KOL relationship among others.This timely forum
will bring together medical affairs professionals to address
common issues to improve the way pharma business is done in
Asia.
IBC’s MEDICAL AFFAIRS FORUM ASIA is the 1ST and ONLY
high level platform for you and your peers to come together,
share best practices and leverage on-the-job learning.
Comprising a 2 day conference and post event workshop, it has
been researched with your needs in mind. Its aim is to enable
you to be even more effective in enhancing the company’s
scientific reputation while communicating the value and proper
use of a product.
Pharma companies have been heavily penalised in the past amid
ever-stricter regulations. The time is ripe for Medical Affairs
professionals to come together and talk about things that matter.
Hear from other experts on how they’ve overcome the challenges
you could also be facing. Don’t miss this informative and thought-
provoking meeting. BookYour Seat Now at www.medicalaffairs-
asia.com or Call +65 6508 2401 today!
Why Prevention is Better than Cure...
Who Should Attend:
Involved in the following:
• Medical / Scientific Affairs
• Medical & Clinical Affairs
• Medical / Scientific
Communications /
Information
• Medical Education &
Publications
• Government Affairs
• Legal
• Marketing
• Compliance
• Regulatory Affairs
• Pharmacovigilance
• International and regional experts coming together
to discuss strategies and opportunities in the Medical
Affairs function
• Unique insights and case studies on experiences in
the Asia market, successful programmes and best
practices
• Detailed and practical workshop to complement
your learning and networking experience
Conference Highlights:
Others 7%
Attendees by Country
Singapore 30%
Indonesia 10%
Korea 5%
Thailand 5%
China 5%
Philippines 5%
USA / Rest of the World 5%
Vietnam 5%
India 5%
Malaysia 20%
Others 5%
• Medical Directors
• Medical Managers
• Medical Advisors
• Medical Science Liaison
• Medical Writers
• Chief Medical Officers
From:
• Pharmaceutical Companies
• CROs
• Medical Device & Diagnostics
• Contract Medical
Organizations (CMOs)
• Medical Writing Companies
• Staffing and Outsourcing
Companies
Attendees by Industry
Pharma 75%
CROs 10%
Medical Device 8%

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IBC Asia (S) Pte Ltd
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IMPORTANT NOTE
This label contains your priority booking code. To expedite registration, please do not remove label. If you have
already received a copy of this brochure, we apologise. For reasons of confidentiality, your full particulars were not
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