Pharma Marketing

10th Annual
Summit 2010
The largest and most inuential
Marketing meeting in Europe
Global sponsor: Gold sponsors:
Benchmark your strategies
against our expert speakers
Adapt your strategy to engage multiple stakeholders - learn case
studies from both centralised and decentralised systems
Create true value by becoming patient-centric
How can e-marketing be integrated across all aspects of your
brand campaign?
Discover the importance of pricing and value, insights from key
market access case studies
Local Vs global: is it possible to think globally whilst acting
locally?
Piece together the marketing puzzle- 6 focused tracks in 1
conference:
Developed by:
Thomas Bols
Vice President
Health Policy and
Market Access
Merck Serono
Charl Van Zyl
Vice President and
General Manager,
Bausch and Lomb
Andrea Rappaglisoi
Vice President EU
Government Afairs &
Head of Brussels Ofce
GSK
Ian Talmage
Senior Vice
President Marketing
Bayer
Petra Meyer
Vice President
Strategic Marketing
Merck
Andre Groenewegen
Vice President and
General Manager
UCB
Two-day pharmaceutical conference
13 14 October 2010 - Swissotel Zurich, Switzerland
Multiple
Stake-
holders
eMarketing
& Social
Media
Market
Access &
Value
Local vs
Global
Commercial
Model
Patient-
centricity
Europes agship event returns for its biggest year
Open now to view the full conference programme, and speaker line-up visit:
www.eyeforpharma.com/marketing for all the latest announcements
Save 300
when you register before
August 20th
Would recommend this
conference to anyone within
pharma. Was very impressed
with eyeforpharma
Johanna Jarvis, Head of Advocacy
Pzer Nutrition
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/marketing
Developed by:
Pharma Marketing Summit Europe 2010
10th Annual
13-14th October, Swissotel Zurich, Switzerland
All the key players, all the top speakers including:
Eric Rambeaux
Vice President New
Business
Development
Abbott
Ian Talmage
Senior Vice
President
Marketing
Bayer
Andre
Groenewegen
Vice President and
General Manager
UCB
Charl Van Zyl
Vice President and
General Manager
Bausch and Lomb
Petra Meyer
Vice President
Strategic Marketing
Merck
Michel Baes
Vice President EMEA
Innovation and
e-business
Janssen Cilag
Greg Miller
Vice President and
Global Head
Epilespy
UCB
Andrea
Rappaglisoi
Vice President
Europmean
Govenerment
Afairs and Head of
Brussels Ofce
GSK
Tom Bols
Vice President
Health Policy and
Market Acces
Merck Serono
Armin Pearn
Associate Director
Business
Innovation
Pzer
Ufuk Apaydin
Strategic Planning
and Development
Director
Roche
Janice Haigh
Senior Director
Pricing and Market
Access
Astellas
Christina Cucinotta
Global Business
Intelligence and
Commercial
Operations
Shire
Dirk Otto
International
Marketing Team Head
Bayer Schering
Till Bauer
Regional Business
Development Finance
Lead EMEC
MSD
Geof Bailey
Global Head
Strategic Marketing
Bayer
Sunil Ramkali
International
Product Manager,
alk-abello
Hans Nagl
Director, Promotion
Response Insight
Shire
Marketing has
changed. Have you?
Our heavy canvassing of European
pharma has revealed widespread
change across the industry, but
none more so than in the
marketing arena. With the
customer becoming more
important and market access
issues coming to the forefront,
things are denitely changing.
Butthis is pretty old news now,
right? We all know that the
industry is changing, but what
does this really mean for you and
how can you put this into action?
I have invited the most forward
thinking leaders from the industry
to discuss just this. Take a look at
some key discussion points in
2010 and learn from real-world
case studies on:
Marketing to a multi-stakeholder
world; how to engage patient,
payer and provider
Create added value by being
patient-centric, hear examples
from Bayer and UCB
Local implementation of global
brand campaigns
How to Integrate e-marketing
across your campaign
Market access issues and how to
address them
21st century pioneering brand
strategies
This summit will equip and inspire
you and your team to think outside
the box, and deliver a new
generation of innovative
campaigns.

The Pharma Marketing 2010
summit boasts of:
Expert Marketing speakers will
provide cutting-edge strategies
and market intelligence
They will discuss successful and
failed cases to give you the toolkit
for your successful product
development
Meet new solution providers who
will present their developments
that help you with your
challenging problems
Unparallel networking is the
icing on the cake!
Pharma Marketing 2010 is a
landmark on the industry calendar
and a priority for all professionals
serious about the future of drug
development.
Pharma Marketing is the only
event youll need to attend in
2010!
So secure a front row seat for an
unobstructed view of the future of
the pharmaceutical industry!
Reserve your place today (via our
website or the registration form
enclosed in this brochure).
I look forward to meeting you in
Zurich in October.
Kind regards
Thushani Kumarasinghe
eyeforpharma
We are proud to state that
Pharma Marketing is the
worlds biggest and most
relevant marketing focused
event, and delivers year on
year this is our guarantee
to you!
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/marketing
Pharma Marketing Summit Europe 2010
10th Annual
Developed by:
CONFERENCE AT A GLANCE
Pharma Marketing Summit 2010, 13-14th October, Swissotel Zurich, Switzerland
Day One October 13 Day Two October 14
Keynote Sessions
Hear how the ecosystem is evolving
and get the latest industry
announcements!
Networking Lunch
Afternoon Tracks (Parallel)
Track 1: E-marketing
What opportunities truly exist for you?
Get to grips with integrating
e-marketing into all aspects of your
campaign whilst maintaining a healthy
marketing mix
Track 2: Market Access; Pricing
and Value
Learn common market access issues
and how brands have overcome them
Networking Drinks party
New For 2010
Our Biggest Event Yet

250+ Attendees

5 Focused Tracks

Over 30 of the
Best Marketing
Speakers Ever

Vital Industry Topics
Keynote Morning
Track 3: Winning Brand
Strategies
Innovative examples of how to
successfully launch and grow your
brand
Networking Lunch
Track 4: Patient-centric
marketing
Create added value by becoming truly
patient centric
Track 5: Multiple stakeholders
Engage all customers- from the payers
to the patients
NETWORKING AND EXHIBITION
Face-to-Face networking is key to survival in 2010. Over 250 leaders and innovators in marketing will be
in the same room as you and eager to exchange ideas and share experiences. The design of the event
maximizes networking time with over 20 hours applied over the 2 days. No other event can provide you
with 2 days of business focused networking with some of the most inuential people in your eld. Build
relationships and grow your contact list in 2010 to transform the future of your business.
The only exhibition oor youll need
The Pharma Marketing Exhibition oor is an opportunity to see, discover and understand new products and
solutions in action. Spaces are limited. Get in touch today to
secure your place.

Finally, an agenda that walks that
critical line between managing the
present and mastering the future
Tony Fross, Senior Director, Pzer
A great conference- eyeforpharma is an
excellent organization
Asli Guvenc, Marketing Anaylst, AstraZeneca
Keynote Session: Challenges & Opportunities
Day One - October 13th Developed by:
KEYNOTE SPEAKER
Greg Miller, Vice President, Global
Head Epilepsy, UCB Pharma
Challenging and Reinventing the
Pharma Commercial Model
through Out-of-Industry Best Practice
Analysis
Generate in-depth consumer insights to
propel patient understanding and related
segmentation.
Apply customer loyalty best practices from
other industries to reinforce patient
compliance
Innovate across the value chain by
translating non pharma best practices into
the pharma model

KEYNOTE SPEAKER
Eric Rambeaux, Vice President New
Business Development, Abbott
Gain an overview of the Strategic
Pharma Challenges and discover
real-word solutions
Review the strategic challenges that the
pharma industry is confronted with at
present
Look at some of the solutions that are
commonly applied
Re-access these solutions and discover
successful alternatives
KEYNOTE SPEAKER
Armin Pearn, Associate Director
Business Innovation, Pzer
Make Marketing a Philosophy
across the Whole Business
Best practice methods for synchronising
your marketing and sales force- is training
the answer?
Ask the right questions and get the relevant
answers- see the benets of working closely
with market research teams
Incorporate PR and Market Access teams to
successfully close the loop
KEYNOTE SPEAKER
Dirk Otto, International
Marketing Team Head, Bayer
Schering Pharma
Adapt your marketing strategy to
engage Emerging Markets
Understand the restrictions and access
challenges that marketers need to be ready
for and learn how to side-step them
Identify how to make your companys
speciality brand the pioneer in this
therapeutic area which will create lasting
good will and credibility
Find out how to build the treatment
infrastructure in your target countries and
leverage your presence in developed markets
KEYNOTE SPEAKER
Till Bauer, Regional Business
Development Finance Lead, MSD
Search for Growth - how
Business Development can
optimize our marketing eforts
How to best structure Business Development
deals
What organizational structure and mind set
is needed to enable a fast and efective
Business Development Organization?
How can Business Development deals be
tracked to ensure successful partnerships?
What organisation implications are required to
support e-marketing and social media initiatives?
How are teams identifying successful strategies and putting them into
practice?
Diculties in e-marketing / Discussions on how to handle e-marketing
tools
Discover how the pharma industry changes its organizational structure to
run e-marketing processes?
Determine the importance of working closely with the medical regulatory
team and ensuring clear processes are in place
Ufuk Apaydin, Strategic Planning & Development Director, Roche
Sustain a marketing mix- produce complimentary
online and ofine programs
How much do physicians actually use alternative channels such as social
media, web and mobile? Understand the overall landscape in order to
prioritise your procedures
Discover best practice methods of maintaining a marketing mix and
integrating traditional and alternative promotion
What kind of budget should be allocated to these new channels and which
channels will subsequently become unnecessary
Michel Baes, Vice President EMEA Innovation and e-business,
Janssen Cilag
Gain your patients trust: understand the powerful
inuence of social media
See how patients are increasingly seeking advice through social networks,
blogs and patient communities
Discover the importance of medical portals as an unbiased platform to
receive advice from healthcare professionals and access the
opportunities that may exist.
Learn from both good and bad examples of social media campaigns
Rob Halkes, Managing Consultant, Van Spaendonck Management
Consultants
Understand the regulatory changes and how this will impact your
e-marketing strategy
How do regulations dier across Europe? Acquire an overview of the
regulatory environment and where you t in
Gain condence in understanding how to push the boundaries, whilst
remaining within them and avoiding code breeches
Senior level pharma speaker TBC
Market Access- How to overcome this fourth hurdle
Integrate the payer as a fundamental part of your marketing activities in
order to produce a long term strategy and improve product uptake
Bridging the gap between health economics and marketing
Discover the benets of earlier collaboration with payers and how to
increase their involvement throughout the product life-cycle
Turning the hurdle into competitive advantage
Janice Haigh, Senior Director, Pricing and Market Access, Astellas
Demonstrate your value proposition and truly
diferentiate your product
Discover how to demonstrate the added value of your product and set it
apart from existing alternatives to get approval
Adhere to cost containment regulations by including cost-eectiveness
studies into youre decision making
Pascal King, Head of Market Access, Biovail

A marketers guide to Risk Sharing
Understand the key concepts behind risk sharing and how to develop
win-win agreements with payors
Have faith in your product and incorporate risk sharing schemes to gain
payor condence
Discover how to create long lasting relationships with organisations such as
NICE
Andrea Rappaglisoi, Vice President European Government Afairs &
Head of Brussels Ofce, GSK
The price is right- discover how to factor pricing
and reimbursement into your campaign
Learn about successful pricing strategies and their importance in ensuring
reimbursement
Review the dangers of topic reference pricing in Eastern Europe- what are
the alternatives?
Find out about the procedure of reimbursement and what data is required to
facilitate this process successfully
Receive updates on new purchasing tools and tactics by buyers across
Europe, such as tendering
Thomas Bols. Vice President Health Policy & Market Access, Merck
Serono
Track 1: E-marketing Track 2: Market Access; Pricing and Value
A great opportunity
to exchange and gain
best practices and get
inspired. Excellent!
Yasmona Eroglu
Global Brand Manager
Novartis
CASE STUDY
CASE STUDY
CASE STUDY
CASE STUDY
CASE STUDY
Developed by:
Building Clinical Value Through Global Brand
Identify the entry indication where the clinical utility of the
Brand can best be demonstrated, taking into account
Regulatory and Market Access considerations
Dene a pre-marketing programme that is based on a clear understanding
of medical need, the perceptions of all key stakeholders and the diferential
proles of the competitors. Communicate the Brand prole according to
these parameters
Shape a Brand life-cycle strategy that builds clinical equity across all
relevant areas, targeting those indications where there is both a
high level of unmet medical need and un/under-treated patients
Capitalise on the full spectrum of communication channels to reach all
target audiences and stakeholders
Ian Talmage, Senior Vice President Marketing, Bayer

Local implementation of global brand campaigns
a round peg in a square hole?
Can we really think globally & act locally? Discover ddiering
approaches for developing global brand campaigns
Collaboration is key to success how to avoid the us and them factor
What does the ideal global campaign development process look like? Does
the implementation of a global campaign work locally? Find out if there is a
correlation to sales uptake?
Sunil Ramkali, International Product Manager, alk-abello
Charl Van Zyl, Vice President and General Manager, Bausch and
Lomb
Threat of generics/own labels: how can your brand
continue to grow?
How do you build your brand to be the rst choice for the customer at a
premium price ?
Key leviers to dierentiate your brand oer from competition
Discover new techniques for product dierentiation/innovation
Capture and use customer feedback to build engagement with the brand
Petra Meyer, Vice President Strategic Marketing, Merck
No press is bad press? Turn negative customer perception around
to work in your favour
Tackle the industrys negative reputation head on with emphasis on
efective education and communication with patients
Be more proactive with PR: Discover the importance of continuous PR
campaigns to help maintain reputation throughout
Is Corporate Responsibility the way forward to improve your companys
reputation?
Senior level pharma speaker TBC
Evaluate Direct to Consumer Initiatives as an
efective contributor to brand growth
Learn how ROI analysis methodologies vary between Physicians vs.
Consumers
Gain knowledge of dierent approaches to measuring Direct to Consumer
campaigns
Find out when and how Direct to Consumer campaigns could help grow
your brand
Hans Nagl, Director, Promotion Response Insight, Shire
Christina Cucinotta Global Business Intelligence and Commercial
Operations, Shire
Successful customer segmentation techniques: a
Bayer case study
Discover how segmentation driven by the customer can lead to a more
relevant, targeted marketing message orientated around the customers
needs
Explore how to leverage patient data successfully and stop blanket
campaigning by targeting the relevant groups only
Geof Bailey, Global Head Strategic Marketing, Bayer
The patient is still key: a UCB case study of customer
centric marketing
Provide more value for your customers- how can you deliver a service
orientated around the patient?
Learn how UCB has achieved long term success by putting the customer
rst
Andre Groenewegen, Vice President and General Manager, UCB
Position your company as healthcare provider
Integrate patient compliance into your marketing approach and reap the
benets- learn from examples such as Pzers stop smoking campaign
Examples of how to increase compliance by improving patient education
Senior level pharma speaker TBC
Track 4: Customer centric marketing
Adapt your strategy to engage all stakeholders
Taylor your message in order to engage al levels of your
customers from nurses through to payers
Observe trends in payor environments across Europe- identify clusters and
react accordingly
Understand the changing role of the pharmacists- is this where the
prescribing power now lies?
Examples of how innovative campaigns, such as UCB partnering with
PatientsLikeMe and Oxo, have produced added value to both customer
and company
Michael Zaiac. VP, Head of Global Medical Afairs Adolescent/Adult
Vaccines, GSK
Roundtable: Marketing in a multi-stakeholder world roundtable
discussions
Table 1:
Discover how to eectively work with payers in the centralised systems of
England, France etc
Discover ways of raising eciency and ensuring a long term relationship
with payers
Table 2:
Best practises for marketing in the decentralised systems of Spain Germany,
Austria etc where the physician is key
What do the physicians care about and really want to hear?
Track 5: Multiple stakeholders
Deals with the most critical business
challenges- it fuels future
orientations
Paul Klusters, Director, UCB
Very valuable presentations- showed what
will be happening in 5 years time
Nick Pope, Global Director, Bausch & Lomb
Track 3: Winning Brand Strategies
Day Two - October 14th
CASE STUDY
CASE STUDY CASE STUDY
CASE STUDY
CASE STUDY
CASE STUDY
PANEL SESSION
Developed by:
Pharma Marketing Summit 2010
10th Annual
13-14th October, Swissotel Zurich, Zurich, Switzerland
I think long and hard about
attending industry conferences; I
have to weigh the time it takes
from my busy diary against the
reality that my livelihood depends
on maintaining my expertise.
Because, as a realist, I know that
not all conferences are worth the
time and I pick mine carefully.
eyeforpharma's 2010 Marketing
conference ticks all the boxes for
me. At its core is a collection of
experienced speakers from the
sectors leading companies,
carefully selected to cover the
broad range of topics I need to
understand. Importantly, the
conference is structured to make
it interactive and ensure I can
catch all the sessions I want to.
Around the session are the equally
valuable networking sessions,
where I always learn
something new and
build my network. For
all the technology and science,
making marketing happen in the
real world still depends on
knowing the right people.
And last, but by no means least, is
the chance to get out of the ofce,
to think, reect and recharge my
marketing batteries. The truth is
that a heavy workload can dull my
mind, so spending a couple of
days sharpening my ideas is
exactly what I need.
I hope to see you in Zurich and
hope you will get as much out of
this conference as I always do.
Dr Brian D Smith
Pragmedic.com, Open University
Business School and Editor of the Journal
of Medical Marketing.
A note from our Chairman:
Our 5 Guarantees
to you:
1
2
3
4
5
A roadmap for action -
practical steps for your
company to move
condently towards
strategic social media use
Knowledge from some of
the biggest brands today
New relationships with a
highly targeted, senior set
of peers
Insights from the most
dynamic gures at work
in Marketing today
A benchmark of leading
companies, and what you
need to do to take your
place amongst them
Business Opportunities For
Solution Providers
We are dedicated to providing a forum where our
attendees can learn about the most advanced and
tailored solutions available on the market.
There are a limited number of spaces available for
companies with an innovative solution in the areas
of e-business, Business Excellence and Brand
Strategies
This event will build new prospects and strengthen
current business relationships.
Opportunities available include
1 to 1 meetings with key decision makers
Take a speaking slot and address 250+ marketing
executives
Show o your latest products and services in our
exhibition hall
Build your brand with exclusive promotional
opportunities
Host interactive workshops with core clients and
prospects... and much more!
If you want to meet with senior decision makers from
pharmaceutical and biotech companies then contact
Nina Hattingh on +44 (0) 20 7375 7521
or at nina@eyeforpharma.com
Catch every presentation
It can be difcult to catch every presentation- and
with the expertise on oer, youll want to. We will
record every presentation so you dont have to miss a
thing. Simply purchase a Gold Pass when you
register. Youll be given access to the Online Video
within 10 days of the event.
Register on page 7 now.
Meet 250+ senior level marketing
executives
This is the event of the year- a great place
to make new contacts
Fonny Schenck, Managing Director, Across Health
A good mix of speakers, delegates and
sponsors which lead to an interesting and
dynamic dialogue.
Tim Mustill, Commercial Director, Fishawack
Breakdown of last years attendees:
Head of Marketing/Marketing Director
CEO/Managing Director/General manager
Brand Manager/Product Manager
Commercial & Marketing Manager
Consultants/Solution Providors
Press
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/marketing
2. DELEGATE DETAILS
2095 2395 2695
1695 1995 2295
1495 1795
2095
Platinum Pass
Two day full access pass
Full event video recording
Exclusive Marketing Report
Gold Pass
Two day full access pass
Full event video recording
Access to KAM webinar
Silver Pass
Two day full access pass
2395 2695 2995
1995 2295 2595
1795
500
2095 2395
Developed by:
Register NOW in 3 easy steps
Pharma Marketing Summit 2010. 13-14th October, Swissotel Zurich, Switzerland
*NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT
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Terms & Conditions
Places are transferable without any charge. Cancellations before September 13th 2010 incur an administrative
charge of 25%. If you cancel your registration after September 13th 2010 we will be obliged to charge you the full
fee. Please note - you must notify eyeforpharma in writing of a cancellation, or we will be obliged to charge you
the full fee. The organisers reserve the right to make changes to the program without notice.
All prices displayed are exclusive of VAT unless otherwise stated but, VAT will be charged, where applicable, at
the prevailing rate on the invoice date and the relevant details will appear on the invoice. FC Business
Intelligence takes every care to ensure that prices quoted are correct at time of publishing however; bookings
will only be accepted if there is no material error in the price advertised on the website. Please read the complete
text of term & conditions at: https://secure.eyeforpharma.com/latinamerica/terms.htm
4 EASY WAYS TO REGISTER TODAY!
Group Discounts
Take advantage of eyeforpharmas unique team discounts. Every fourth
person in your group comes for free
Contact the eyeforpharma team on +44 (0)207 375 7509
or thushani@eyeforpharma.com
ONLINE: Go to www.eyeforpharma.com/marketing and submit your
details for instant conrmation of your place.
E-MAIL: The eyeforpharma Registration Team at
register@eyeforpharma.com
FAX: Send this form by fax to: +44 20 73 75 75 76
CALL: Eyeforpharma on +44 20 73 75 75 75
FOR PHARMA COMPANIES
Platinum Pass
Two day full access pass
Access to all the Workshops
Full event video recording
Exclusive Marketing Report
Gold Pass
Two day full access pass
Access to all the Workshops
Full event video recording
Silver Pass
Two day full access pass
Access to all the Workshops
FOR SOLUTIONS
PROVIDERS & CONSULTANTS
1. YOUR CHOICE OF REGISTRATION PACKAGE
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Price Before 23rd july
Early Bird Price
Before 20th August
Standard Price
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Video Conference recording
Industry Buzz around
Pharma Marketing 2010:
5 great reasons to attend this conference:
A stimulating conference,
opening minds by the diversity
of topics
Andre Darmon, Chief Executive
Strategik & Numerik
Open now to get a breakdown of all our speakers, an in-depth agenda and insight on who youll meet!
www.eyeforpharma.com/marketing
Media Partners
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Get the latest information and analysis at your ngertips.
With access to exclusive keynote sessions and focused conference tracks,
youll gain more in just 2 days than from weeks of market research or the
purchase of expensive reports. Your business will SAVE money and see
immediate results by involving you in the forum where the future of
marketing is discussed
Expert speakers.
The leading minds from all marketing aspects are hand-picked to share
their vision and insight. Prot from this knowledge and create powerful
new strategies to overcome your business challenges.
Unrivalled networking.
Claim your seat at the table with all the key industry decision-makers and
thought-leaders to ensure you leave Pharma Marketing with your briefcase
full of valuable contacts. Plus benet from 2 months use of our online
networking center to ensure you secure one-to-one meetings with
hard-to-reach executives!
Senior level descision-makers in attendance.
Rub shoulders with 300+ of the leading pharma executive players from
Europe. and abroad to give your commercial enterprise a truly global
perspective.
No sales pitches!
Pharma Marketing 2010 is an independently researched forum committed
to equipping you with the tools and expertise to drive your business
forward. Every single presentation is rigorously reviewed to ensure an
unrivalled high quality.
Enjoyable event - learnt some
new ideas and great opportunity
to network with colleagues
across Europe
Lisa Williams, Brand Director CV
Takeda
I came, I saw and I took a lot
with me from the summit.
Daniel Thadani, Zonal Manager
Dr Reddys
A very well run meeting with
a diverse range of speakers
discussing a diverse range of
topics. Time and money well
spent both in education,
development and networking
Jeremy Williams, Chief Executive
Photosound
The largest and most inuential
Marketing meeting in Europe
Pharma Marketing
10th Annual
Summit 2010
Developed by:
Two-day pharmaceutical conference
13 14 October 2010 - Swissotel Zurich, Switzerland
Europes agship event returns for its biggest year
Save 300
when you register before
August 20th