Feb 25, 2016 - whether you are in a crowded space or one where competition is light. NETWORK with pharmaceutical manufac
BRAND & PORTFOLIO MANAGEMENT for Specialty Products Summit Successfully Commercialize Your Specialty Product from Launch Through Maturation February 25 – 26, 2016 • Hilton Philadelphia at Penn’s Landing • Philadelphia, PA FEATURED SPEAKERS Pharmaceutical Manufacturers Launching and Managing Specialty Products
Steve Leach Marketing Director, CHIESI USA, INC.
Specialty Pharmacy Aiding in Product Distribution and Adherence Cheryl Allen, BS Pharm, MBA Vice President, Industry Relations, DIPLOMAT SPECIALTY PHARMACY
Brian Peters Vice President, MEDAC PHARMA
Ani Sinha Director, Market Intelligence, Business Insights, Corporate and Government Customers, BAYER HEALTHCARE
Media Partners Haya Taitel Vice President, Marketing, KADMON CORPORATION
Designed for executives charged with strategic oversight and management for products requiring special storage, handling, monitoring and distribution.
EDUCATE CLINICIANS
EVALUATE THE COMPETITION
INCREASE ADHERENCE
DEVELOP A PRICING STRATEGY
DIFFERENTIATE THE PRODUCT
EXPAND ACCESS
REASONS TO ATTEND LEVERAGE firsthand experiences via four unique case studies that are applicable whether you are in a crowded space or one where competition is light
Sponsor:
NETWORK with pharmaceutical manufacturers and specialty pharmacies all in one place IDENTIFY which pharmacies should be included in your network RENEGOTIATE distribution contracts after new competition has entered the marketplace DETERMINE if outsourcing patient support programs makes financial sense for your product and company
To register
866-207-6528
www.exlevents.com/specialty
DEAR COLLEAGUE,
WHO SHOULD ATTEND?
Specialty medicines are expected to account for 40% of the global pharmaceutical spending growth through 2018, and this spend is anticipated to grow over the next five years, according to an IMS Institute for Healthcare Informatics report. With the marketplace expanding at such an alarming rate and new types of companies getting into the specialty distribution and pharmacy industry, commercially minded pharmaceutical executives need to learn how to successfully launch and distribute specialty products. This expected industry growth, coupled with an increased public scrutiny on pricing for specialty products, means there are great opportunities for financial success. That said, you must be able to craft a strong commercial strategy to make your product stand out in a positive light. ExL Events is proud to introduce the Brand & Portfolio Management for Specialty Products Summit. Designed to bring together manufacturers and pharmacies, this event covers the key considerations for life cycle management for products requiring special storage, handling, monitoring and distribution.
This conference is ideal for specialty product pharma and biotech executives with responsibilities in:
DD Brand or Product Strategy or
Management DD Market Access/Managed Markets DD Portfolio Management DD Commercial Strategy DD Marketing DD Pharmacy Management
Managed Care Liaisons Operations Business Insights Trade Reimbursement and Distribution DD Channel Strategy DD Operational Excellence DD DD DD DD DD
This program is also of interest to:
We are thrilled to provide you with unique insights into the topics affecting your product or portfolio’s success, including:
DD Pharmacies That Offer
• Best practices for examining the competition if you’re launching into a crowded marketplace • Ways to highlight your product’s strengths to key decision-makers, beginning with launch through loss of exclusivity • Methods payers use to determine which products to cover, based on predictive analytics • How to best price your product, and how your strategy may have to adapt based on the outcomes of the 2016 presidential election
DD Marketing and Brand Service Specialty Products Providers DD Hubs DD Data Analytics and Predictive DD Consultancy firms Analytics Providers DD Distribution and Market Access Service Providers
• Means to leverage sales and marketing tools in order to get your product to patients
SPONSORING AND EXHIBITING OPPORTUNITIES
Join industry leaders and co-chairs Bill Soucie, Vice President of Market Access at XenoPort, and Vanessa Daniel, Specialty Pharmacy Manager at Actelion, to discuss best practices for managing your product throughout its life cycle during these evolving and opportune times.
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, underwrite an educational session, host a networking event or distribute promotional items to attendees. ExL Events will work closely with you to customize a package that will suit all of your needs. To learn more about these opportunities, please contact David Borrok, Senior Business Development Manager, at 212-400-6234 or
[email protected].
I look forward to seeing you in Philadelphia this February. Sincerely, Sarah Gordon-Goldsmith Senior Conference Producer | ExL Events
[email protected]
AGENDA DAY ONE THURSDAY, FEBRUARY 25, 2016 8:00 9:00
Registration and Continental Breakfast DEVELOP A LONG-TERM SCIENTIFIC RESEARCH STRATEGY TO KEEP YOUR PRODUCT TOP OF MIND Discuss channels for engagement, such as presenting scientific evidence at scientific meetings, publish in scientific/clinical journals and sharing via social media Join forces with patient advocacy groups to further your reach Develop content that will resonate with prescribing physicians, including highlighting the scientific validity Continue conducting research to provide relevant information post-FDA approval and throughout your product’s lifecycle, such as expanding indications within the same therapeutic areas and repositioning in new therapeutic areas
12:45 Luncheon 1:45
Matthew O. Fraser, PhD, President of the Society for Pelvic Research, Associate Professor of Urologic Surgery, DUKE UNIVERSITY MEDICAL CENTER 9:45
EVALUATE THE COMPETITIVE LANDSCAPE TO DETERMINE THE IDEAL LAUNCH STRATEGY Discuss how launch strategies differ based on the number of products already on the market Evaluate different approaches for highlighting various product attributes Determine whom within your organization should be involved in developing a go-to-market strategy
Susan Malecha, PharmD, MBA, Lead, National Managed Care Liaisons, US Medical Affairs, GENENTECH 2:45
Taunia Markvicka, Former Chief Commercial Officer, PACIRA PHARMACEUTICALS
10:30
FINDING THE LOST PRESCRIPTIONS: DELIVERING ON THE VALUE PROPOSITION OF PATIENT SERVICES Quantifying the business value of patient services: onboarding and adherence support Prescriptions that never get filled: understanding the hurdles that prevent patients from getting what the doctor ordered Breaking barriers: services and solutions to convert every patient possible Patient adherence: maximizing patient health and brand value
Luke Archer, Consultant for a Fortune 500 Pharmaceutical Company 11:15 11:45
Networking Break CASE STUDY SUCCESSFULLY LAUNCH AN ULTRA-ORPHAN SPECIALTY DRUG: COLLABORATION BETWEEN CONSULTANT & CHIEF COMMERCIAL OFFICER Take a high level approach to successful commercialization Discuss guidelines for determining the life cycle of an ultra-orphan drug launch Develop a commercialization strategy, factoring in five key stakeholders and their 15 key considerations Define “needs to haves” elements for a successful launch Create “scaffolding” which can be used for subsequent launches Leverage lessons learned for future launches
Paul Firuta, Chief Commercial Officer, BIOBLAST PHARMA Jim Long, Principal and Co-Founder, BIOSOLUTIA
SPEAKER LED ROUNDTABLES DISCOVER HOW PAYERS UTILIZE PREDICTIVE MODELING FOR FORECASTING PURPOSES Examine the rising cost of specialty products from a payer’s perspective, taking into account innovation, aging, expanding marketplaces and societal decisionmaking Strategically approach payers by developing a strong understanding of physician, patient and clinical decision-making Partner with PBMs to better analyze and predict patient behavior and improve outcomes Harness technology to tailor engagement, assess patient adherence and drive better outcomes
CASE STUDY LEVERAGE THE HIGH TOUCH SPECIALTY CHANNEL TO MEET THE NEEDS OF A PRODUCT LAUNCH Review product attributes that lead to an Independent Specialty Pharmacy panel selection Discuss multi-stakeholder collaboration that leads to launch success Prepare for access barriers and developing mitigation strategies Reevaluate strategy throughout the launch and beyond, based on real time feedback and actionable data
Cheryl Allen, BS Pharm, MBA, Vice President, Industry Relations, DIPLOMAT SPECIALTY PHARMACY 3:45
Networking and Refreshment Break
4:15
EDUCATE CLINICIANS ON THE BENEFITS OF YOUR PRODUCT OVER THE COMPETITION Develop a marketing campaign that will resonate with clinicians in your therapeutic area, taking into account the current competition Design a differentiating value proposition by identifying the decision-maker, examining considerations when differentiating with clinical and non-clinical brand attributes, and setting the internal tone (vision versus goal) Discuss how your targeted customers would like to receive information from product launch through loss of exclusivity by defining different value propositions and determining whether multichannel or multi-stakeholder communication is more applicable Compare and contrast different models based on the competitive landscape Integrate clinician outreach with payer outreach
Steve Leach, Marketing Director, CHIESI USA, INC. 5:15 Conclusion of Day One
AGENDA DAY TWO FRIDAY, FEBRUARY 26, 2016 8:30 9:00
Continental Breakfast
12:45 Luncheon
CHAIRPERSON’S OPENING REMARKS AND RECAP OF DAY ONE
Bill Soucie, Vice President, Market Access, XENOPORT 9:15 PRICING: WHAT HAVE WE DONE AND WHERE DO WE GO FROM HERE? Delve into the new pricing paradigm Understand how the 2016 elections will impact price setting, especially since it has become a hot button campaign topic Anticipate feedback from third-party companies to better prepare for negative publicity
Bill Soucie, Vice President, Market Access, XENOPORT
10:15
EVALUATE THE RAMIFICATIONS OF THE FDA’S RECENT LOSS OF COURT CASES REGARDING OFF-LABEL SPEECH Discuss what caused this sea change and what it may mean for the promotion of specialty products, given what we know at this point Define off-label speech and discuss why it’s illegal Interpret the initial indications around off-label discussions Question how off-label promotions occurred thus far
Darshan Kulkarni, Patient Care Pharmacist/Compliance Committee, THOMAS JEFFERSON UNIVERSITY HOSPITAL, Regulatory and Compliance Attorney for the Life Sciences, THE KULKARNI LAW FIRM
1:45 LEVERAGE ANALYTICAL INSIGHTS TO STRATEGICALLY EXPAND ACCESS Analyze the power of IDNs, hospital systems and payers to determine who the decision-makers are and which parties drive sales Develop metrics to evaluate your channel strategy, both as you launch your product and throughout the product life cycle Track key categories to determine if you’re getting the results you want and expect
Ani Sinha, Director, Market Intelligence, Business Insights, Corporate and Government Customers, BAYER HEALTHCARE 2:45
MAXIMIZE YOUR OPPORTUNITY AND YOUR RESOURCES IN SPECIALTY MARKETS Evaluate the increasing importance of mid-level providers Select and manage agency and vendor partners to ensure cost-efficient, quality work Utilize technology to extend the reach of your marketing campaign Identify the right tactics for a strong, integrated marketing plan
Brian Peters, Vice President, MEDAC PHARMA 3:45
Summit Concludes
11:15 Networking Break 11:45
CASE STUDY DON’T JUST BE EFFICACY-DRIVEN, BE VALUEDRIVEN: UNDERSTAND WHAT YOUR CUSTOMERS WANT FROM YOUR PRODUCT BEYOND EFFECTIVE TREATMENT Conduct focus groups with key stakeholders, including clinicians, payers and consumers across the value chain to get feedback on what data is needed to make informed decisions Work closely with your clinical and medical team members to develop data that will resonate with future customers Disseminate the data, appropriately, to key stakeholders prior to launch to increase name recognition and enhance product adoption at launch
Justin Zamirowski, Senior Director, Operational Excellence, EDGE THERAPEUTICS, INC.
VENUE INFORMATION To make reservations at the Hilton Philadelphia at Penn’s Landing please call 1-800-HILTONS and request the group rate for “ExL’s February Meetings.” You may also visit http://bit.ly/ExLsFebMeetings to book a room online. You must book your room by February 3, 2016 in order to be eligible for the group rate. Please book your room early as rooms available at this rate are limited. *ExL Events, Inc. is not affiliated with Exhibition Housing Management (EHM)/Exhibitors Housing Services (EHS) or any third-party booking agencies, housing bureaus, or travel and events companies. In the event that an outside party contacts you for any type of hotel or travel arrangements, please disregard these solicitations and kindly email us at
[email protected]. ExL has not authorized these companies to contact you and we do not verify the legitimacy of the services or rates offered. Please book your guest rooms through ExL’s reserved guest room block using the details provided.
REGISTRATION INFORMATION
Ways To Register Phone: 866-207-6528 Online: www.exlevents.com/specialty Email:
[email protected]
Questions? Comments? Do you have a question or comment that you would like to be addressed at this event? Would you like to get involved as a speaker or discussion leader? Please email Senior Conference Director Sarah Gordon-Goldsmith at
[email protected].
Group Discount Programs
Registration Fees EARLY BIRD PRICING Register by January 15, 2016
$1,895
SAVE 25%
STANDARD PRICING
$2,095
ONSITE PRICING
$2,195
Register after January 15, 2016
*Offers may not be combined. Early Bird rates do not apply. To find out more on how you can take advantage of these group discounts, please call 212-400-6240.* For every three simultaneous registrations from your company, you will receive a fourth complimentary registration to the program (must register four). This is a savings of 25% per person.
SAVE 15%
Can only send three? You can still save 15% off of every registration.
MEDIA PARTNERS
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BRAND & PORTFOLIO MANAGEMENT for Specialty Products Summit Successfully Commercialize Your Specialty Product from Launch Through Maturation
February 25 – 26, 2016 • Hilton Philadelphia at Penn’s Landing • Philadelphia, PA With speakers representing leading specialty product manufacturers: ACTELION
CHIESI USA, INC.
GENENTECH
PACIRA PHARMACEUTICALS
BAYER HEALTHCARE
EDGE THERAPEUTICS, INC.
KADMON CORPORATION
XENOPORT
Designed for executives charged with strategic oversight and management for products requiring special storage, handling, monitoring and distribution. To register
866-207-6528
www.exlevents.com/specialty
