This document advertises the 9th MSL Best Practices conference organized by ExL Pharma. The two-day conference on September 26-27, 2011 in San Diego will provide MSLs (medical science liaisons) with the latest information and best practices for enhancing their impact and the value they bring to pharmaceutical companies. Featured sessions will address topics like collaborating with medical affairs teams, demonstrating value through metrics, managing thought leader interactions, and future trends for the MSL role. The conference is designed for MSLs and other professionals involved in medical, scientific and clinical areas.

1. Bringing Maximum Value to the KOL,
Company and Industry
9th
MSL Best
Practices
September 26-27, 2011 | Hilton San Diego Resort & Spa | San Diego, CA
Co-Located
with ExL’s { 14th Investigator-Initiated Trials Conference
For maximum learning and networking opportunities!
Distinguished Speaking Featured Sessions Include:
Faculty Joins us From:
ALLERGAN REACTIVE VS. PROACTIVE
AMGEN How Can MSLs Manage Thought Leader Interactions in a Regulatory
Environment that Favors a Reactive Model?
AuXILIuM
Krystene Woodard, Associate Director, ADHD MSL Team, SHIRE
CAMPBELL ALLIANCE
CELGENE CORPORATION MSL AND MEDICAL AFFAIRS COLLABORATION
FOLEY & LARDNER Building and Maintaining Communication with Field-Based and Office-Based
GENZYME Teams to Strengthen Medical Strategy
MEDTRONIC Mohamed Yassine, Director and Therapeutic Lead, RMLs, AMGEN
MILLENNIuM
PFIZER
PRE-CONFERENCE WORKSHOP: BUILDING AN MSL GROUP
Elizabeth Faust, PhD, Susan Coughlin, PhD,
SHIRE VP, Medical Affairs and Head of Oncology Regional Senior Director and National Lead,
TAKEDA Medical Liaisons, CELGENE CORPORATION Solid-Tumor RMLs, CELGENE CORPORATION
TRINET PHARMA
Plus! Off-Label
Information
Interactive Roundtable Dissemination
MSL Training
Programs
MSL Team Prioritizing
Cohesiveness MSL Activities
Career
Development
Emerging
KOLs
Discussions:
Sponsored by:
Register Now 866-207-6528 | www.exlpharma.com/9thmsl

2. Who Should Attend?
Professionals from Pharmaceutical, Biotechnology
and Medical Device companies with responsibilities
in the following areas:
Dear Colleague, Departments/Titles
• Medical Science Liaisons (MSLS, MLs)
Medical Science Liaisons (MSLs) are essential to the long term sustainability and • Medical Advisors
success of pharmaceutical, biotech and medical device companies. Through the pro- • Scientific Advisors
vision of sound scientific education, speaker development, insights on access/reim- • Medical Managers
bursement, and research support, the importance of these knowledgeable and skilled
• Medical Scientists
individuals cannot be overestimated. As competition mounts, pipelines dry, and the
• Medical Affairs
regulatory environment becomes increasingly restrictive, MSLs must be armed with
• Scientific Affairs
the tools and techniques for bringing maximum value to key opinion leaders, internal
stakeholders, and corporate decision makers. Further, MSL managers and directors • Regional Medical Education Officers
must be able to compliantly measure the effectiveness of their teams both in the field • Medical Communications
and in communicating across internal departments. • Clinical Trial Liaisons
• Clinical Research
ExL Pharma’s 9th MSL Best Practices conference has a long history of offering targeted • Medical Education
and highly practical content, in an engaging and interactive format. This event is a leader • Clinical/Outcomes Liaisons
in the provision the latest information for enhancing the impact of MSLs, while offering • Clinical Investigators
ample networking opportunities. As the role of the MSL continues to evolve, this confer-
• KOL Development
ence adapts to meet the increasing information needs of such a high level audience. We
• Business Intelligence
are excited to bring the most cutting edge concepts and techniques to our latest and
• Regulatory Affairs
greatest MSL program to date!
• Marketing
We look forward to greeting you in September!
Sincerely, This conference is also
“Excellent seminar…will of interest to:
attend in the future” • Software and Technology Companies
Matt Millman
• Staffing Agencies/Recruiters
Team Leader, Production
ExL Pharma
– MSL, Millennium • Law Firms
• Consultants
Hilton San Diego Resort and Spa
1775 E. Mission Bay Drive, San Diego, CA 92109
The Hilton San Diego Resort & Spa is just six miles from the San Diego International Airport, and right
on San Diego’s famous Mission Bay. This resort and spa is conveniently located one mile from San Diego
SeaWorld and offers 5-star service. A romantic paradise of palms and perfect sandy bayfronts, this
bayside retreat is complete with our all-new $5 million dollar crown jewel, Spa Brezza, state-of-the-art
fitness center, beautifully refreshed guestrooms, plus Concerts on the Bay.
ROOM RESERVATIONS:
If you require overnight accommodations, please contact the hotel and state that you are with ExL
Pharma’s MSL conference by Monday, September 5, 2011. We encourage conference participants to
make reservations with our designated venue to take advantage of ExL Pharma’s discounted room rate.
To Register Call 866-207-6528 or visit www.exlpharma.com/9thmsl

3. PRE-CONFERENCE WORKSHOP
DAY ONE – Monday, September 26th “I was really impressed with virtu-
ally everything about this event. The
topics were right on target, the speak-
8:00 Registration and Continental Breakfast for Workshop Participants
ers were great, having lots of time for
9:00 PRE-CONFERENCE WORKSHOP
ESTABLISHING A NEW MSL TEAM questions and interactive discussions
Defining and Developing a Successful MSL Team was perfect.”
• Gaining cross-functional alignment on roles and responsibilities
– Medical Scientific Manager, Allergan
• Determining size and structure
• Hiring, training, and deploying a new team
• Setting up a career ladder
Elizabeth Faust, PhD, VP, Medical Affairs and Head of Oncology Regional Medical
Liaisons, CELGENE CORPORATION “Exceeded my expectations”
Susan Coughlin, PhD, Senior Director and National Lead, Solid-Tumor RMLs, - MSL, Tercica
CELGENE CORPORATION
12:00 Lunch For Workshop Attendees
MAIN CONFERENCE BEGINS – DAY ONE
1:00 CHAIRPERSON’S WELCOME AND OPENING REMARKS 3:15 ADDING VALUE TO THE MSL ROLE
Elizabeth Faust, PhD, VP, Medical Affairs and Head of Oncology Utilizing MSL Skill Sets and Expertise to Support Other
Regional Medical Liaisons, CELGENE CORPORATION Groups Within the Organization
• What is the traditional view of the MSL role
1:15 MSL AND MEDICAL AFFAIRS COLLABORATION
Building and Maintaining Communication with Field-Based • What are ways to add value to, and increase visibility of, the
and Office-Based Teams to Strengthen Medical Strategy work MSLs already do
• Bringing thought leader insights to internal partners for coor- • What are other activities MSLs can do to bring value to
dinated KOL engagement departments within the organization
• Setting medical objectives that are aligned to corporate goals, • How are these activities prioritized and communicated internally
mission and vision • What are the benefits and obstacles to increasing collabora-
• Utilizing information from medical teams to support MSL tion with internal departments
operations Eric Churchill, PhD, MSL, MILLENNIUM PHARMACEUTICALS
• Establishing formal internal communication processes to 4:00 BEYOND METRICS
promote clear, consistent and timely exchange of information Demonstrating Value Using Measures that Capture the
Mohamed Yassine, Director and Therapeutic Lead, RMLs, Importance of MSLs to Corporate Business Objectives
AMGEN • Determining the value MSLs bring to internal and external
2:00 REACTIVE VS. PROACTIVE customers
How Can MSLs Manage Thought Leader Interactions in a • Going beyond reach and frequency to compliantly assess
Regulatory Environment that Favors a Reactive Model? MSL performance
• Are more teams solely contacting physicians in response to • Selecting quantitative and qualitative metrics that are fair and
questions instead of setting up appointments? Is this more meaningful to both MSLs and their leadership
prevalent among new MSL teams? Stephen Liu, PharmD, Regional Associate Director,
• What tactics are MSLs using to maintain relationships and TAKEDA PHARMACEUTICALS
initiate contact with KOLs?
• Where is the industry headed and what can be done to
change the perception that MSLs are an extension of sales? “Very well run and designed”
Krystene Woodard, Associate Director, ADHD MSL Team, SHIRE
– National Clinical Science Manager, Abbott
2:45 Networking and Refreshment Break
To Register Call 866-207-6528 or visit www.exlpharma.com/9thmsl

4. MAIN CONFERENCE CONTINuES
DAY ONE – Monday, September 26th
4:45 COCKTAIL RECEPTION & ROUNDTABLE SESSIONS WITH ATTENDEES FROM 14TH INVESTIGATOR-INITIATED TRIALS CONFERENCE
1 2 3
Off-Label Information Dissemination: MSL Training Programs: What compo- MSL Team Cohesiveness: How can
How can MSLs ensure compliant off- nents should be included in MSL training managers best promote a positive,
label information sharing in the field? initiatives to enhance MSL knowledge motivated group?
and develop interpersonal skills?
4 Prioritizing MSL Activities: What is
the ideal allocation of MSL time and
resources?
5 Career Development: Given the MSL
skill set, what professional opportunities
are complimentary within medical affairs,
6 Emerging KOLs: What are best
practices for building relationships
with “rising stars?”
pharma, and other industries?
6:00 Close Of Day One/Close Of Cocktail Reception
MAIN CONFERENCE DAY TWO – Tuesday, September 27th
8:00 Continental Breakfast for Conference Participants Panelists:
9:00 CHAIRPERSON’S RECAP OF DAY ONE AND MODERATORS’ Stacey Benefiel, Senior MSL Manager, Coronary and Peripheral,
KEY POINTS FROM ROUNDTABLE DISCUSSIONS MEDTRONIC
Elizabeth Faust, PhD, David Cram, PharmD, Vice President, Medical Affairs RSS Team,
VP, Medical Affairs and Head of Oncology Regional Medical Liaisons, ALLERGAN
CELGENE CORPORATION Doug Wolf, Senior Director Team Leader Oncology RMRS, PFIZER
9:15 LIFECYCLE MANAGEMENT 10:45 Networking and Refreshment Break
Allocating Time and Resources to Different Functions 11:15 KOL DEVELOPMENT
based on the Product’s Stage in its Lifecycle
Optimizing Thought Leader Engagement for Lasting
• Pre-Launch Phase: Successful strategies for KOL identification, Relationships throughout the Product Lifecycle
enhancing disease state awareness and providing clinical support
• Enhancing internal communication across departments for a
• Launch Phase: Compliantly and effectively lending support to coordinated outreach strategy
advisory boards, speaker training, managed care and possibly
• Discussing best practices for identifying and working with “ris-
sales training
ing stars”
• Post-Launch Phase: Facilitating risk management, Investigator-
• Identifying compliance considerations when communicating
Initiated studies, and Phase IV studies through sustained scien-
with thought leaders
tific exchange with thought leaders
CAMPBELL ALLIANCE
Cindy Sellers O’Brien, RN, BSN, MBA,
Director, Medical Science Liaison Team - Solid Organ Transplant, 12:00 INTERNAL STAKEHOLDER COLLABORATION
GENZYME TRANSPLANT AND ONCOLOGY Compliantly Communicating with Commercial Teams
10:00 PANEL DISCUSSION: FUTURE TRENDS • Maintaining compliance while sharing information with sales,
Looking at the Medical Science Liaison Position in 2015 marketing, managed care, and other internal partners
• How will the position evolve? • Establishing and maintaining the firewall between commercial
• How will regulations change? and medical teams
• Will the numbers go up or down • Handling off-label information requests and information dis-
semination
Moderator:
Michael R. Ujhelyi, PharmD, FCCP, Director, Medical Affairs
Bryan Vaughan, Managing Member, TRINET PHARMA
and Safety, MEDTRONIC
To Register Call 866-207-6528 or visit www.exlpharma.com/9thmsl

5. MAIN CONFERENCE CONTINuES
DAY TWO – Tuesday, September 27th
12:45 Luncheon for Conference Participants 2:30 LEGAL AND COMPLIANCE OVERVIEW
Outlining Selected State, Federal and Industry Guidelines
1:45 REMS: WHY IT IS IMPORTANT TO THE MSL ROLE
for Compliant Scientific Information Exchange
• Exploring the evolution and prevalence of REMS across the
• Discussing the “Sunshine Act” provisions and their impact on
industry
MSL activities
• Discussing how MSLs can best support a REMS in collabora-
• Reviewing state-mandated restrictions on industry-KOL inter-
tion with cross-functional departments
actions and the likelihood of other states following suit
• Considering future trends and associated roles and responsi-
• Highlighting industry and stakeholder initiated transparency
bilities of MSLs in minimizing risk and supporting drug safety
• Developing and enforcing SOPs to minimize risk and protect
Gail Rosen Spahn, PharmD, Senior Director, Medical Affairs,
your company
AUXILIUM PHARMACEUTICALS
Judith Waltz, Partner, FOLEY & LARDNER LLP
3:30 Chairperson’s Closing Remarks/Conference Concludes
Sponsorship and Exhibiting Opportunities
Do you want to spread the word about your organization’s solutions and services to potential clients who will be attending this event? Take
advantage of the opportunity to exhibit, present an educational session, host a networking event, or distribute promotional items to attendees. ExL
Pharma will work closely with you to customize a package that will suit all of your needs. To learn more about these opportunities, please contact:
Steve Decker, Business Development Manager 212-400-6234 | sdecker@exlpharma.com
Media
Partners
Five Ways to Register Group Discount Program: Cancellations:
Mail: ExL Events, Inc. Save 25% per person when Registering Four If you need to cancel your registration for an upcoming
555 8th Ave, Ste 310 For every three simultaneous registrations from ExL conference, please note the following policies derived
New York, NY 10018 your company, you will receive a fourth com- from the Start Date of the event:
Phone: 212-400-6233 plimentary registration to the program (must Four weeks or more: A full refund (minus a $95
register 4 at one time). This is a savings of 25% processing fee), or a voucher to another ExL event valid
Fax: 888-221-6750
per person. for two years from the voucher issue date.
Email: register@exlpharma.com
Save 15% per person when Registering Three Four weeks or Less: A voucher to another ExL event
Online: www.exlpharma.com/9thmsl valid for two years from the voucher issue date.
Can only send three? You can still save 15%
off of every registration. To find out more on To receive a refund or voucher, please fax your request
EARLY BIRD PRICING how you can take advantage of these group to 888-221-6750.
Register by Friday, August 12, 2011 to discounts, please call 866-207-6528. Please Note: Conference registrations may be trans-
Take Advantage of Early-Bird Pricing: Important! Discounts may not be combined. ferred to other colleagues in the event you are unable to
Discount applies only to standard rate. Make attend. There will be an administrative charge of $300 to
Conference + Workshop $1995
checks payable to ExL Events, Inc. and write substitute, exchange and/or replace attendance badges
Conference Only $1695 code P1130 on your check. with a colleague occurring within five business days of
You may also use Visa, MasterCard, Discover or any ExL conference.
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in full prior to the commencement of the the event with the name and contact information of the
Register After Friday, August 12, 2011:
conference. replacement attendee.
Conference + Workshop $2195
Conference Only $1895 *In the event of a cancellation or postponement ExL Events, Inc. will not be liable and/or responsible
for any individual or group expenses related to said conference
ONSITE PRICING
Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker cancella-
Conference + Workshop $2295 tion, every effort to find a suitable replacement will be made.
Conference Only $1995 *The opinions of this faculty do not necessarily reflect those of the companies they represent or ExL Events, Inc.*
To Register Call 866-207-6528 or visit www.exlpharma.com/9thmsl

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Bringing Maximum Value to the KOL,
Company and Industry
9th
MSL Best
Practices
September 26-27, 2011 | Hilton San Diego Resort & Spa | San Diego, CA
Co-Located
with ExL’s { 14th Investigator-Initiated Trials Conference
For maximum learning and networking opportunities!
Sponsored by:
Register Now 866-207-6528 | www.exlpharma.com/9thmsl