The only regional OTC Pharma Conference focusing marketing and branding strategies of consumer health products in Asia, featuring key industry players including GSK, BI,J&J and many more.

1. Still Asia’s ONLY OTC & Consumer Health
Development Conference
25 - 28 February 2014 | Grand Copthorne Waterfront Hotel, Singapore
Stellar Line-Up of Speakers Include:
Alan Hsu
VP & General Manager
GSK Consumer
Healthcare China
– Wellness, Oral Health
and Skin Health, China
PLUS Special Focus China & Indonesia Market Insights
Life
Sciences
4TH ANNUAL
OTC Pharma
Asia 2014
Produced by:
REGISTER NOW! Customer Service Hotline: +65 6508 2401
International Marketing Partner:
www.otcpharmaasia.com
Session Spotlight Sponsor: Media Partners:
Supporting Association:
Daisy Wong
Global Marketing
Director, IMEDEEN
Pfizer Consumer
Healthcare, USA
Dr Noppadon
Adjimatera
Global Regulatory Affairs
Director – Health
Category
Reckitt Benckiser
Healthcare, UK
Cristina Sabarre
Marketing Director
– Singapore, Indonesia,
Malaysia, Philippines
Cluster
Johnson & Johnson,
Philippines
Fransiscus Xaverius
Widiyatmo
Head of Corporate
Business Development
Kalbe Farma, Indonesia
Nissim Ghoge
OTC Head – Philippines
Novartis Consumer
Health, Philippines
David O’Moore
Regional Director
Business Development,
OTC / Consumer Health,
Business Unit Healthcare
DKSH, Thailand
WHAT’S NEW?
Updates on Asia OTC & Health
Supplement Regulations
Market Entry & Expansion Strategies
in Asia
Establishing Premium OTC Brand
Proposition
Promoting OTx/Pharmacist-Only-
Medicine
Driving OTC Business Growth with
Prescription Sales & Rx-to-OTC switch
Segment Marketing: Targeting Women,
Elderly & Children’s Health
Launching a New Brand Successfully
Consumer Trends & Growth Strategies in China
Market Experience from Indonesia’s BI, Kalbe, GSK & PT
Combiphar
PRE-CONFERENCE WORKSHOP
25 February 2014 • 1330 – 1700
How to Deliver a Sustainable
Rx-to-OTC Switch?
POST-CONFERENCE OTC MARKETING
WORKSHOP
28 February 2014 • 0900 – 1700
Part A: Pioneering Consumer
Segmentation, Innovation &
Branding Tools for the OTC Industry
Part B: Marketing OTC Brands to
Shoppers – Revolutionizing Your
Brands
Dickson Susanto
Head of Business
Development
(Consumer),
PT. Combiphar,
Indonesia

2. 4TH ANNUAL
OTC Pharma Asia 2014 CONFERENCE
DAY ONE 26February 2014
WEDNESDAY
0900 Chairperson’s Opening Remarks
Alan Hsu, VP & General Manager, GSK Consumer Healthcare
China – Wellness, Oral Health and Skin Health, China
Asia’s OTC Market Outlook
0910 Strategic Insights into China’s Consumer Health Market:
Updates and Success Factors
• Reviewing competitive landscape: What does it take to
succeed in the competitive China market?
• Business and collaboration opportunities
• China consumer trends and relevant growth and marketing
strategies
Alan Hsu, VP & General Manager, GSK Consumer Healthcare
China – Wellness, Oral Health and Skin Health, China
0950 Assessing Consumer Insights & Changing Buying Behaviors
• Dissecting sales trends and consumer buying behaviors in
select OTC product categories
• Understanding category purchase dynamics and how it
can translate to communication strategies, stock-keeping
unit decisions, product development and pricing strategies
• How are the trends evolving and how do they impact Asia
OTC marketers?
• Sales trends across the following product categories will
be analyzed:
~ Analgesics
~ Allergy, Cough, Cold, Flu Remedies
~ Gastrointestinal Remedies
~ Dermatologics
~ Vitamins & Dietary Supplements
Maureen Javier, Regional Consumer Health Manager, APAC,
IMS Health, Philippines
1030 Morning Refreshments
1100 Review of South East Asia (Thailand, Vietnam, Philippines
& Indonesia) VMS & OTC Market – A Syndicated Study
• Incidence and method of treatment for more than 35
ailments
• OTC and VMS purchase behavior – preferred channels and
triggers
• Incidence of OTC/VMS for women problems? What is the
common basket?
• Why do they use herbal products if any?
• What are top media’s to get information on OTC/VMS?
Ajit Rodrigues, Head of Consumer Packaged Goods, Nielsen,
Singapore
1140 Strategic Review of Indonesia’s OTC Market
• Examining the competitive landscapes: Market dynamics
and market structures
• Growth strategies and market opportunities: Entering and
growing OTC business in Indonesia
Dickson Susanto, Head of Business Development (Consumer),
PT. Combiphar, Indonesia
1220 Networking Lunch
OTC Market Entry & Distribution
1330 Successful Market Expansion Strategies in Asia for OTC /
Consumer Healthcare Companies
• Market entry strategies
• Pharmacy channel management
• Capillary distribution
David O’Moore, Regional Director Business Development, OTC/
Consumer Health, Business Unit Healthcare, DKSH, Thailand
1400 Tackling Challenges to Market Penetration and New
Market Entry in South East Asia
• Regulatory restrictions
• Cultural intricacies
• Consumer buying behavior and trends and the impact on
selection of channel partners and partnership models
David O’Moore, Regional Director Business Development, OTC/
Consumer Health, Business Unit Healthcare, DKSH, Thailand
Fransiscus Xaverius Widiyatmo, Head of Corporate Business
Development, Kalbe Farma, Indonesia
PANEL DISCUSSION PANEL DISCUSSION
Innovative OTC Product Development & Promotion
1440 Reverse Switch: The Case for Doctor Promotion in
OTC Brands
• Examining various OTC business drivers and the importance
of prescription as a driver of OTC business
• Factors that determine when OTC promotions to medical
professionals/doctors are critical for success
• Case Study examples from cough and cold categories
highlighting effective doctor promotions for OTC brands
Nissim Ghoge, OTC Head, Novartis Consumer Health,
Philippines
1520 Afternoon Refreshments
1550 Promoting OTx / Pharmacist-Only Medicine to Consumers
& Channel Partners
• Strategic differentiation in marketing OTx products as
compared to Rx or OTC products: Where should you allocate
your effort and biggest budget?
• How does consumer advertising and branding work for
OTx products?
Dr. Steven Januar Kusmanto, MM, Head of Marketing and
Centre of Excellence- Media Regional Operating Unit, South East
Asia, Consumer Health Care Division, PT Boehringer Ingelheim,
Indonesia
1630 Developing Integrated Business & Marketing Strategies
to Capture Consumer Needs
• Product development and innovation based on market
needs
• Crafting integrated sales and marketing strategies and
campaigns to maximize sales
• Case studies based on Indonesia’s consumer health market
Fransiscus Xaverius Widiyatmo, Head of Corporate Business
Development, Kalbe Farma, Indonesia
1710 New Brand Launch – Planning for Success
• Key factors in ensuring a successful launch strategy
• Why planning pays off – case study examples in gaining
market share
• Do’s and Don’ts for new OTC brands
• How do you build up your brand image and customer
base?
Moderator:
Arjun Purkayastha, Marketing Director – Head of Marketing
& eCommerce, Reckitt Benckiser, Korea
Panellists:
Nissim Ghoge, OTC Head, Novartis Consumer Health,
Philippines
Dr. Steven Januar Kusmanto, MM, Head of Marketing and
Centre of Excellence- Media Regional Operating Unit, South East
Asia, Consumer Health Care Division, PT Boehringer
Ingelheim, Indonesia
1750 End of Day One and Chairperson’s Remarks
SESSION SPOTLIGHT SPONSOR
DKSH Business Unit Healthcare Profile
DKSH Business Unit Healthcare is the leading Market Expansion Services provider for healthcare companies seeking to grow their
business in Asia. Custom-made offerings comprise registration and market entry studies as well as importation, customs clearance,
marketing and sales to physical distribution, invoicing and cash collection. Products available through DKSH Healthcare include
ethical pharmaceuticals, consumer health, over-the-counter (OTC), as well as medical devices. With 150 business locations in 13
countries and around 9,000 employees Business Unit Healthcare serves more than 160,000 customers and generated net sales
exceeding CHF 3.7 billion in 2012.
REGISTER TODAY! +65 6508 2401 register@ibcasia.com.sg www.otcpharmaasia.com

3. 4TH ANNUAL
OTC Pharma Asia 2014 CONFERENCE
1410 Examining Success Factors in OTC Consumer Marketing
PANEL DISCUSSION
DAY TWO 27February 2014
THURSDAY
0900 Chairperson’s Remarks
Dr. Noppadon (Nhum) Adjimatera, Global Regulatory Affairs
Director – Health Category, Reckitt Benckiser Healthcare, UK
Regulatory Updates & OTC Reclassification
0910 Asia Pacific OTC Regulatory Strategy for Better
Medicine Access
• OTC Regulatory framework in Asia Pacific
• Diversity of product classification and their borderlines
• OTC innovation registration in Asia
• Challenges with ASEAN pharmaceutical regulation scheme
• Asia Pacific OTC switching regulation and practices
Dr. Noppadon (Nhum) Adjimatera, Global Regulatory Affairs
Director – Health Category, Reckitt Benckiser Healthcare, UK
0950 Growing OTC Business via Untapped Potential of New OTC
Medicine: Delivering New OTC Blockbusters through Rx
to OTC Switch
• The resurgence of switch as a growth opportunity
• What’s in it for the consumer? What is in it for Pharma?
• Different types of switch
• Navigating the regulatory hurdles
• Landmark switches – Pivotal insights
• What are the next opportunities?
Anna Maxwell, CEO, Maxwellia, UK
1030 Morning Refreshments
1100 Updates on Health Supplement Regulations in ASEAN
Countries
• Current regulatory status of ASEAN countries including
Indonesia, Philippines, Malaysia and Indochina
• Overview of ASEAN harmonization, business opportunities
and areas of harmonisation
• Harmonized technical requirements
• Status quo of discussion within the working group
• Timeline for completion
Wai Mun Poon, Regional Regulatory Affairs Manager,
EAS Strategic Advice, Singapore
Successful OTC Consumer Segmentation,
Product Differentiation & Trade Marketing
1140 Session Chair Remarks
Julien de Salaberry, Chief Innovation Officer, The Propell
Group, Singapore
1150 Targeting the Premium Beauty Consumers: Case Study of
IMEDEEN – Beautiful Skin Begins Within
• How to identify consumer needs, differentiate your product
offerings and establish premium brand propositions
• How to leverage global brand positioning and bring it to
life in local markets
Daisy Wong, Marketing Director, Global IMEDEEN, Pfizer, USA
1230 Networking Lunch
1330 OTC Product Differentiation Amidst Strong Competition
• What are the sustainable business models for branded
OTCs against cheaper alternatives in the market?
• How to differentiate your product offerings and justify the
premium pricing?
Cristina Sabarre, Marketing Director – Singapore, Indonesia,
Malaysia, Philippines Cluster, Johnson & Johnson, Philippines
• What are the key attributes of a successful brand?
• How creative can marketers go in marketing and
advertising OTC/Consumer Health Products?
• Breaking through the clutter: How to make sure your
products stand out in the competition?
Moderator:
Rupert Sutton, CEO, Exigo Marketing, Japan
Panellists:
Daisy Wong, Global Marketing Director, IMEDEEN, Pfizer
Consumer Healthcare, USA
Cristina Sabarre, Marketing Director – Singapore, Indonesia,
Malaysia, Philippines Cluster, Johnson & Johnson, Philippines
Mike Anthony, Founder and CEO, Engage Ltd, Thailand
1450 Afternoon Refreshments
1520 Crafting the Successful Retail Strategies and Establishing
Shelf-Presence
• Do it the FMCG Way: Going beyond traditional visibility of
OTC and Consumer Healthcare Products
• Overcoming shopper purchase barriers at shelf
• Let your product shout out on the shelf: The importance
of product packaging
Hendra Tjanaka, Head of Trade Marketing and Brand Activation,
GlaxoSmithKline Consumer Healthcare, Indonesia
1600 Exploring Online Retailing Options to Market OTC Products
• Is it applicable to Asia yet and how does it work?
• Case study and insights into successful branding, marketing
and Advertising & Promotion campaign
Lovy Beh, Founder & Director, Lovy Pharmacy, Malaysia
1640 Customizing Marketing and Branding Strategies for
Different Consumer Segments
• What are the methods for segmenting consumer markets?
• What are the emerging trends in segment marketing for
OTC brands?
• What are the approaches to best use audience
segmentation to engage and retain consumers?
• What are the success factors to create effective segment
communications?
• Case Studies: What are the key learning from targeted
communications for women, elderly and children’s health?
Dr. Sebastien Boisseau, Regional Strategic Planning & Insights
Director, Ogilvy Health – Asia Pacific, Singapore
1720 Chairperson’s Closing Remarks and End of Conference
REGISTER TODAY! +65 6508 2401 register@ibcasia.com.sg www.otcpharmaasia.com

4. 4TH ANNUAL
OTC Pharma Asia 2014 WORKSHOPS
PRE-CONFERENCE WORKSHOP | 25 February 2014 | Tuesday • 1330-1700
How To Deliver a Sustainable Rx to OTC Switch ?
This will be an interactive session where participants will look at the practical aspects of building a switch project, the assets and resources required.
Attendees will also get the opportunity to build a risk benefit analysis for a hypothetical Rx to OTC switch during the session.
The workshop will cover:
Identifying potential Assessing risk benefit The 7 phases of switch Mission critical Common mistakes
WHO and WHY should you join the workshop?
Developed for Business Development/Marketing/Regulatory Affairs managers and professionals interested in the re-classification of medicines, this
is the must-attend workshop if you are involved in a switch project, have an interest in new product development or are thinking about embarking
on switch in the next 5 years. This session will include insights into state of the art techniques in switch delivery.
About the Workshop Leader
Anna Maxwell, CEO, Maxwellia, UK
Anna runs an Rx to OTC incubator that also helps pharmaceutical companies switch and commercialise their drugs for self-medication. With 25 years of experience
in consumer healthcare marketing, she has worked with most key players in the OTC industry. She oversaw many early switch projects such as Ibuprofen,
Chloramphenicol, Nicotine gum and Loperamide as retail buyer at Boots. She has studied over 30 switch projects and ran them at Boehringer Ingelheim.
The first 6 participants to sign up will each receive a free copy of Anna’s book – Switch Dynamics (worth SGD79)
POST-CONFERENCE OTC MARKETING WORKSHOP | 28 February 2014 | Friday • 0900-1700
PART A PART B
Pioneering Consumer Segmentation, Innovation &
Branding Tools for the OTC Industry
This session will benefit Pharma and Healthcare companies looking to
enter new categories and markets where competition is intense, and
clarity is required on precisely who to target, and what commercial activities
are likely to have the greatest impact and efficacy.
Taking best practice methodology and processes from the FMCG industry,
this session will feature guidelines and proprietary approaches to:
• Dividing complex and diversified categories using Micro Segmentation
approach
• Identifying ROI from focusing on specific market niches using Growth
Model Process
• Creating revolutionary new product concepts using contemporary
tools, for example the “Four Corners”
• Brand portfolio management and naming
A) Segmentation
• New approaches to segmentation: lifestyles, attitudes, shopping
behaviour and health
• Collecting and analyzing consumer, shopper & customer/healthcare
professional data
• Cross segmenting consumers with health issues, grouping & clustering,
prioritisation
• Tools to manage large, complex and live databases
B) Growth Model
• Identifying the key marketing variables to drive category and company
growth;
• Modelling the growth impact versus investment on specific micro
segments
C) Innovation techniques
• Creating innovations for priority segments
• The “Four Corners” tool
D) Brand Portfolio Management & Naming
• Designing brand portfolios using micro segmentation map
• Tools and tips for naming in geographically and culturally diverse
markets
Marketing OTC Brands to Shoppers – Revolutionizing
Your Brands
As growth becomes harder to find and profits harder to sustain in the
competitive and evolving OTC Pharma market, the industry needs to find
new ways to identify and deliver significant profitable growth. The
traditional marketing model depends on mass consumer communication
and deep distribution. But as a result of fragmented media and consolidated
retail, the industry now spends over a tenth of its turnover in retail
promotions that lose money 70% of the time. The solution is to reinvent
the marketing model by integrating new shopper marketing techniques
into the way they market their brands.
In this session, participants will:
• Understand what shopper marketing is and how it affects the OTC
Pharma business.
• Be introduced to Total Marketing – a revolutionary framework of insight,
strategy, and planning tools that connect consumer brand priorities
to the in-store world to drive better brand returns.
• Lean how to apply Total Marketing to their businesses.
Agenda
• The crises in the consumer goods industry
• What is shopper marketing?
~ How consumers and shoppers are different?
~ How shopping is changing?
■ Shopper marketing defined
• Incorporating shopper marketing into your way of working
~ Five-Step Total Marketing Model
~ Case Study in the pharmaceuticals industry
■ South Korea: Mineral supplements case
■ Thailand: Baby nutrition case
About the Workshop Leader
Rupert Sutton, CEO, Exigo Marketing, Japan
Rupert Sutton is a strategic Management Consultant specializing in consumer
and shopper marketing, innovation and new market entry. He has conducted
many insight and new category projects in food, beverage and the
pharmaceutical industry in Asia, the Middle East and Europe for global and
regional MNCs plus government clients including Sanofi, Nestlé, Mondelez,
Jetro, IE Singapore and Halal Development Corporation. He has previously
worked in global MNCs in a variety of senior Marketing, Consumer and
Innovation roles across and within Asia.
About the Workshop Leaders
Mike Anthony, Founder and CEO, Engage Ltd, Thailand
Mike Anthony is a pioneer in shopper marketing and trainer who has helped
countless businesses discover new opportunities and achieve better brand
returns. After a consumer goods career spanning 17 years and 3 continents,
Mike founded Engage, a global management consultancy that leverages
shopper marketing and customer management to deliver better brand returns.
As the firm’s CEO, Mike has worked with the world’s leading consumer goods
companies, such as Nestle, GlaxoSmithKline, Kimberly Clark, Electrolux, Johnson
and Johnson, Sara Lee, and Unilever.
Toby Desforges, Co-Founder and Managing Partner, Engage Ltd, Singapore
Toby Desforges is a recognized expert in shopper marketing and customer
management. He has worked with over 50 of the top 250 consumer goods
companies globally, across three continents, in both line management and
consultancy including Pepsi’s bottler, Britvic, Mars and Columbia Pictures across
Western Europe. In 2005, Toby co-founded Engage with Mike Anthony. In 2013
Mike and Toby published “The Shopper Marketing Revolution”, their first book.
REGISTER TODAY! +65 6508 2401 register@ibcasia.com.sg www.otcpharmaasia.com

5. OTC Pharma 4TH ANNUAL
Still Asia’s ONLY OTC & Consumer Health
Development Conference
“According to IMS analysis, for the 3rd consecutive year,
Asia-Pac sales have significantly outpaced the global
OTC market growth.”
Now is the time for Asian consumer health companies to reinvent
their business as the market rapidly evolves and becomes more
competitive than ever. IBC’s OTC Pharma Conference is still
Asia’s first and only conference focusing on the OTC and health
supplement business opportunities and marketing strategies.
With even more real-life case studies and best practices from
seasoned consumer health marketing professionals, the 2014
conference will feature the latest OTC market trends, growth
opportunities, regulatory updates and strategic advice to achieve
competitive advantages and sustainable growth in the region.
This is the not-to-be-missed meeting of the year for all consumer
health business unit directors and marketing managers in Asia
to experience leading edge content and networking
opportunities.
Key Topics to Be Discussed:
Consumer Trends & Emerging Market Opportunities
Regulatory Strategies & ASEAN Harmonisation
Strategic Sales & Marketing
Branding & Segment Marketing
Retail & Trade Marketing
Regional Growth Strategies
WHY You Should Attend
The ONLY Regional OTC Conference specifically designed for
OTC/Consumer Health Business Leaders and Marketers operating in
Asia
Benchmark your business unit against INDUSTRY BEST PRACTICES,
from strategic planning, sales, branding, Advertising and Promotion,
distribution to retail marketing
Identify SUCCESS FACTORS & GROWTH STRATEGIES to achieve
sustainable growth in the OTC market
EXCLUSIVE NETWORKING PLATFORM for Heads of OTC &
Product/Marketing/Business Development Managers in Asia
WHO Should Attend?
This conference is recommended for Head of Department, business unit
directors, managers and executives from pharma OTC/consumer health,
FMCG, Nutraceutical, OTC Retailer & Distributor with the following
responsibilities:
• Marketing
• Strategic Planning
• Business Development & Sales
• Category Management
• Product Management
• Brand Management
• Regulatory Affairs
• Advertising & Promotion
• Trade Marketing
• Brand Activation
Past Attending Companies Include:
A Menarini • Abbott Laboratories • Bayer • Boehringer Ingelheim Singapore Pte Ltd •
BP Healthcare Group • CB Fleet International Singapore • CCM Pharmaceuticals Sdn Bhd
• CD Pharma India Pvt Ltd • DKSH • Glaxosmithkline Consumer Healthcare Ltd • Ingelheim
(Malaysia) Sdn Bhd • iNova Pharmaceuticals (Australia) • InQpharm Group • Kalbe
International • Kotra Pharma Malaysia Sdn Bhd • Live-Well Nutraceuticals Sdn Bhd • Mega
Lifesciences Ltd • Merck Pte Ltd • Merz Asia Pacific Pte Ltd • MSD Pharma (Singapore)
Pte Ltd • Mundipharma Pte Ltd • Natural Health Laboratories Ltd • Nicholas Hall Asia
Pacific Pte Ltd • Novartis Asia Pacific Pharmaceuticals Pte Ltd • NTUC Unity Healthcare
• OLIC Thailand Ltd • Pfizer Inc • Pharmaniaga Marketing Sdn Bhd • Piramal Healthcare
Ltd • Procter & Gamble • Professional Insights Marketing Services • PT Actavis Indonesia
• PT Anugerah Pharmindo Lestari • PT Bintang Toedjoe Indonesia • PT Combiphar • PT
Johnson & Johnson Medical • PT Kalbe Farma Tbk • PT Merck Tbk • Reckitt Benckiser •
Rohto Pharmaceutical • Sanofi Aventis • Santen Pharmaceutical • Teva Pharmaceutical
• United Laboratories Inc • YSP Industries Malaysia Sdn Bhd • Plus many more...
BY INDUSTRY
■ Pharma OTC 65%
■ Health Supplement
Companies 10%
■ FMCG 10%
■ OTC Retailers &
Distributors 10%
■ Consultants,
Marketing &
Advertising Agencies
5%
SPONSORSHIP OPPORTUNITIES
Raise awareness for your products & services available to Marketing & Business Development
Personnel from Asia’s Pharma Consumer Health industry.
Sponsorship options for exhibition/speaking slots/on-site branding are available for your
needs. For more information about placing your brand & profile top-of-mind to key buyers,
contact Yvonne Leong, Business Development Manager on Tel: +65 6508 2489 /
yvonne.leong@ibcasia.com.sg
Asia 2014
25 - 28 February 2014 | Grand Copthorne Waterfront Hotel, Singapore
• Market Access
• Expert Marketing
• Distribution
• Channel Marketing
• Consumer / Market Insights
• Retail / Shopper Marketing
• Market / Consumer Research
• Research & Development
• Product Development /
Innovation
REGISTER TODAY! +65 6508 2401 register@ibcasia.com.sg www.otcpharmaasia.com

6. 4th Annual OTC Pharma Asia 2014
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Tel: +65 6233 1301 | Fax: +65 6233 1177
Mobile: +65 9006 2432
❑ 2.5 Day Package: 2 Day Conference +
Pre-Conference Workshop SGD 2,995 SGD 3,195 SGD 3,395 SGD 2,895