February 2012 • Contents

MORE People are Talking MORE Often on MORE Diverse and Intriguing Topics.

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January

Cover Story Forum: New Pharma Partnerships 3.0 — To date, several large pharmaceutical companies have been collaborating with technology and eHealth firms to create tools that empower patients to manage their conditions more effectively and to more easily and safely share their personal data with healthcare professionals. This nontraditional Pharma 3.0 business model is not about a single manufacturer producing a drug, but about many partners collaborating across the board to create patient-centric services that accompany treatments. Areas of discussion will include:

• Tracking the industry’s movement toward 3.0
• Examples of successful collaboration
• The challenges pharma companies face in identifying and engaging with nontraditional partners
• Best practices for developing successful collaborations in the new 3.0 marketplace

Marketing Topic: Marketing Metrics and ROI — Multichannel marketing has increased the number of media that need to be monitored for ROI, at the same time, some of these channels are difficult to benchmark. In a world where resources are becoming more limited, it is increasingly important to understand the effectiveness of each marketing tactic. Several analysts report that the industry is using different metrics to determine real results, and of course, each method has its own relevance and efficacy depending on the media channel, the product’s life-cycle status, the targeted stakeholder, and the brand itself. Areas of discussion will include:

• Industry challenges that affect measuring various marketing tactics
• Ways to effectively assess the performance of various marketing channels
• The challenges pharma companies face in identifying and engaging with nontraditional partners
• Best practices on prioritizing different media channels

Clinical Topic Pediatric Drugs — The majority of drugs prescribed for children — 50% to 75% — have not been tested in pediatric populations. Incentives and mandates have spurred drug makers to test their products in pediatric populations and to enhance the pediatric information provided on drug labels. But experts say there is still the need for more studies. Areas of discussion will include:

• Best Pharmaceuticals for Children Act (BPCA) and the Pediatric Research Equity Act (PREA)
• Barriers to the development and testing of drugs for pediatric populations
• Best practices for developing and marketing pediatric medications

Industry Topic Forecasting Trends: The Healthcare Arena — There is uncertainty around the health of global economies and the impact of financial markets on the pharmaceutical industry. Areas of discussion will include:

• The impact the global economy has on pharma companies’ business in the future
• The impact of markets and currencies of emerging markets on pharmaceutical business strategies
• Strategies and tactics to respond to key market events

• Analysts’ insights into tomorrow’s pharma landscape
• The pros and cons of different forecasting models
• Best practices for using forecasting tools

The C-Suite: Specialty Pharma — Selected CEOs from a variety of specialty pharmaceutical companies will discuss the business challenges that keep them awake.

Global: R&D Outsourcing and Partnerships — Companies are trying to reduce their R&D costs and as such are looking to outside the United States for not only drug research but also development. Several countries stand at the ready to fill this need by increasing the availability of contract research services and manufacturing services. Areas of discussion will include:

• The challenges involved with multi-country R&D
• The steps some countries are undertaking to take advantage of the growing opportunities involved with outsourcing and manufacturing partnerships
• The benefits of R&D mutli-country outsourcing

Market Sector: Germany — A review of the German life-sciences market from the clinic to commercialization.

Showcase Feature: Social Media — Social media is permeating every area of the life sciences, despite the lack of clear cut guidelines in this highly regulated arena. Companies are moving forward at a different rates of adoptions, some companies are all in, while others are still in the pilot phase, but no matter the pace, social media as an online media for collaboration, will be continue to be a major topic of discussion. Pharma company executives will provide their insights on the influence social media is having and will have on all areas of business in the near term and for years to come. Areas of discussion will include:

• Ways that pharma companies can better use social media tactics for their brands, including the corporate brand, while still remaining in "compliance" with the yet-to-be-finalized guidelines.
• Best practices for taking advantage of the integration between offline, online, and mobile business strategies.
• The influence of social gaming and how “gamification” can be integrated into online brand communications.

February

Cover Story Forum: Safety and Pharmacovigilance — According to a Visiongain report, Pharmacovigilance and Other Pharma Regulatory Developments 2010-2020, it is estimated that companies spend an average of 6% to 13% of their R&D on activities ranging from product development in clinical trials to post-marketing surveillance amid regulations and procedures that are continually developing, such as changes in EU legislation set for 2012. Areas of discussion will include:

• Ways to proactively manage risk, increase communications and transparency, and strengthen pharmacovigilance systems
• Best practices for preparing for upcoming legislative changes
• Ways technology, such as electronic health records, can be used to measure benefits and risks

Marketing Topic: The New DTC: Digital Patient-Centric Communications — The technology is in place for facilitating pharma-patient communications, but it takes more than a cool tool to build a successful relationship. Areas of discussion will include:

• The necessary elements of a digital patient-centric campaign
• Best practices to develop trust and loyalty using online media
• How to keep pace with ever-evolving digital options
• What the future holds in terms of digitally driven patient communications

Industry Topic: Generics — A number of divergent industry factors — cost-effective medications, patent expirations of blockbuster drugs, and the government support, to name just a few — are driving the rapid growth of the generics drug market. Pharma companies are exploring new strategies to capitalize on the generic movement, such as second-generation generic units, branded generics, and collaborations. Areas for discussion:

• Generic market overview, including challenges and opportunities
• New business strategies to extend the life-cycle beyond expiration
• The role of generic medicines in the healthcare system

The C-Suite: CROs — Selected CEOs from a variety of contract research organizations will discuss the business challenges that keep them awake.

Global: Product Launches Launching a Global Brand — There is a growing movement away from one massive global brand launch to a series of mini launches — country by country. But no matter how companies approach the goal of global brand domination, marketing and sales teams are being challenged to produce sustainable and scalable results amid a range of obstacles. Areas for discussion:

• Coordinating launch activities on a global basis
• Best practices for aligning functional roles across the organization
• Understanding the different stakeholders to deliver value

Market Sector: United Kingdom — A review of the United Kingdom life-sciences market from the clinic to commercialization.

Showcase Feature: Outsourcing — From the outsourcing of R&D, to manufacturing, to sales, pharmaceutical companies are finding efficiencies in working with third parties in an effort to reduce in-house costs and accelerate timelines. But outsourcing requires a solid strategy, a good partnership philosophy, and equitable metrics so all parties can be successful in the end. Areas of discussion:

• Identifying the key components to successful outsourcing partnerships
• The key factors companies need to consider when considering outsourcing to global partners
• The key advantages and obstacles to outsourcing

March

Special Issue: From Molecule to Market — Dozens of industry experts will discuss the various factors that impact a product from conception to commercialization. Key intersecting points along the continuum will be explored and best practices for successfully navigating this complex, cost-intensive, and phase-sensitive timeline.

Showcase Feature: Market Research — Data from a wide of variety of sources — traditional and new media — are prompting market researchers to adapt to changing times. In order to understand and communicate data from the Web, social media, as well as from primary and secondary sources, market researcher will need to not only understand the technology but add new research methodologies and ways to evaluate metrics to their tool kits. Areas of discussion:

• The impact of technology on the discipline of market research
• Best practices for harnessing and analyzing data coming from social media outlets
• Ways that market research can increase its value to the organization

Editorial content is subject to change without notice.