•NoN-PhysiciaNProviders

•sPecialtyPharmaceuticals

•coNNectiNgwiththecaregiver

•geNericcomPetitioN

•PrivacycoNcerNs

ROCHE DIAGNOSTICS CASE STUDY: PATIENT ENGAGEMENT AND PROVIDER COLLABORATIONImproving Product Retention through Personalized Patient Education and Enhanced Provider Supportlisahuse

Director of Strategic Initiatives ROCHE DIAGNOSTICS

M A R C H 7- 8 , 2 01 1 | LO E WS P H I L A D E LP H I A | P H I L A D E LP H I A | PA

MULTICULTURAL ADHERENCE CONSIDERATIONSUnderstanding the Needs, Attitudes, and Preferences of Patient Segments to Develop Tailored Messages for Improved Adherence

TO REGISTER: 866-207-6528 OR www.exlpharma.com/adherence

Pre-Conference Workshop

RELATIONSHIP MARKETINGManaging the Customer Experience to Drive Positive Patient Outcomes and Corporate Business Results

JohNvieira

Director, Marketing OperationsDAIICHI SANKYO

PHARMACY-BASED ADHERENCE PROGRAMSDesigning and Implementing Partnerships with Community Pharmacies to Foster Patient Engagement at the Local LevellauracraNstoN

Executive Director PHARmACY quAlITY AllIANCE

Featured Sessions

liliaNagil

Strategic Marketing & Cultural Intelligence OfficerXl AllIANCE

Former Global Marketing Services Director JOHNSON & JOHNSON

and Multicultural Marketing Strategy Leader

JeFFreydierKs

Senior Product DirectorENDO PHARmACEuTICAlS

GENZYME

BAYER

ENDO

GLAXOSMITHKLINE

PHARMACY QUALITY ALLIANCE

ROCHE

UNIVERSITY OF PENNSYLVANIA

NOVO NORDISK

DAIICHI SANKYO

MERCK

ARENT FOX

NATIONAL ALLIANCE ON

MENTAL ILLNESS

DISTINGUISHED SPEAKERSFROM THE FOLLOWING COMPANIES

VENUE INFORMATIONloewsPhiladelPhia12oomarKetstreetPhiladelPhia,Pa191o7PhoNe:215-627-12oo

Loews Philadelphia Hotel offers guests a premier luxury hotel designed to provide both comfort and value. Boasting a long list of convenient amenities, our Philadelphia PA lodging is the most accommodating of all hotels in Philadelphia.

Please contact the hotel directly at 215-627-1200 to book your room. Please mention ExL Pharma and the Patient Adherence Summit to take advantage of this discount. You must book your room by February 20, 2011 to be eligible for the discounted rate. Please book your room early as the rooms available at this rate are limited and review your hotel confirmation to ensure that you received the ExL group rate.

WHO SHOULD ATTEND?Professionals from Pharmaceutical, Biotechnology and Medical Device companies with responsibilities in the following areas:

• Product/BrandManagement• Adherence• PatientCompliance• MultiChannelMarketing• RelationshipMarketing• CRM• BrandStrategy• CustomerRelations• Advocacy• MarketingandSales• AdvertisingandPromotion

• MedicalAffairs

This conference is also of interest to:

• PatientEducationandAdherenceCompanies

• RelationshipMarketingAgencies• DigitalFirms• MarketResearchCompanies• CROs• Pharmacies• MedicationDistributors

Dear Colleague,

Medication non-adherence is an enormous problem in health care today, with an estimated half of all patients in the United States not taking their medications as prescribed. A lack of compliance and persistency contributes to preventable negative health outcomes, billions of dollars in wasted medical spending, and lost revenue for manufacturers. Many factors contribute to non-adherence, and ultimately, companies need to address individual patient concerns and understanding in order to influence adherent behavior. While there is no magic bullet, pharmaceutical, biotech and medical device companies, through effective disease state awareness campaigns, patient support programs, and product marketing, are faced with a tremendous opportunity to inform and drive positive patient behavior.

ExL Pharma’s Medication Adherence Summit is not the “same old adherence conference,” as it features exciting new topics and speakers. This event is designed to give attendees cutting edge information for implementing innovative product adherence strategies in a time of mounting competition with “me-too” products and generics. The expert speaking faculty provides concrete strategies for streamlining marketing spend, forming effective stakeholder partnerships, and ultimately overcoming barriers to adherence for different consumer groups and disease classes. This is a must-attend event for commercial teams and individuals in patient advocacy and support.

We look forward to greeting you in Philadelphia in March!

Sincerely,

Lindsay Slater Senior Conference Director

PRE-CONFERENCE WORKSHOP | DAY ONE mONDAY, mARCH 7

8:00 REGISTRATION AND CONTINENTAl BREAKfAST fOR WORKSHOP PARTICIPANTS

9:00 mulTICulTuRAl ADHERENCE CONSIDERATIONSUnderstandingtheNeeds,AttitudesandPreferencesofPatientSegmentstoDevelopTailoredMessagesforImprovedAdherence• Goingbeyondsimplyspeakingthelanguageof

multicultural patients and designing adherence programs and brand campaigns that truly resonate with different ethnic, racial, gender and age groups

• Realizingthebusinessopportunityinmulticulturalmarketing and the need for companies to make it a priority across business units and functions

• Establishinganemotionalconnectiontobuildcustomerloyalty with multicultural consumers

• Broadeningchannelselectiontoincreasebrandawarenessand engage patients

• Creatingauthentic,relevantcampaignsbasedonadeepunderstanding of the clinical, emotional, cultural and practical drivers of patient behavior across different customer segments

Jeffrey Dierks, Senior Product Director ENDO PHARMACEUTICALSliliana Gil, Strategic marketing & Cultural Intelligence OfficerXL ALLIANCEformer Global marketing Services Director JOHNSON & JOHNSON and multicultural marketing Strategy leader

10:30 30-mINuTE NETWORKING & REfRESHmENT BREAK

12:00 WORKSHOP CONCluDES; luNCHEON fOR WORKSHOP PARTICIPANTS

MAIN CONFERENCE BEGINS 1:00 CHAIRPERSON’S WElCOmE AND OPENING REmARKS

1:15 DRIVERS Of NON-ADHERENCEAnalyzingBarrierstoComplianceforEngagingPatientsontheirTerms• Determininghowanindividual’sknowledge,motivationand

attitudes shape intentional and unintentional medication compliance

• Identifyingfinancialandculturalbarrierstoformulatetailored programs for different patient groups

• Outliningtheexpectedbehavioralresponsestointerventions based on the characteristics of the patient and associated disease state

melissa Hunt, PhD, Associate Director of Clinical TrainingUNIVERSITY OF PENNSYLVANIA

2:15 ROCHE DIAGNOSTICS CASE STuDY: PATIENT ENGAGEmENT AND PROVIDER COllABORATIONImprovingProductRetentionthroughPersonalized

PatientEducationandEnhancedProviderSupport• Creatingatailoredexperiencethatrecognizesthe

individual patient’s concerns, barriers to adherence, and attitudes

• Empoweringpatientstoparticipateintheirowncareandensure that they feel respected and play an active role in their treatment and care

• Exploringtheobstaclesandbenefitsofloyaltyprogramsfor achieving stronger disease understanding, product retention, and long-term corporate business goals

• Helpingprovidershelppatientsthroughenhancedstrategies for counseling and communicating with patients

lisa Huse, Director of Strategic Initiatives ROCHE DIAGNOSTICS

3:00 NETWORKING AND REfRESHmENT BREAK

3:30 GENZYmE CASE STuDY: SEPRAfIlm EDuCATION AND AWARENESSIdentifyingandSelectingMultipleChannelstoEducatePatientsandSupportBusinessObjectivesThe C-section surgery rate is over 30% nationally and climbing. Post op adhesion related complications are real but oftennotdiscussedbyOB/GYN’s.LearnaboutGenzyme’ssuccesses and obstacles in selecting and integrating multiple channels, including DTC, patient awareness programs and others to get the word about this important issue and how to reduce its prevalence. Hear best practices for planning an outreach strategy to help ensure smooth and effective implementation.Devin C. Hughes, Area Director GENZYME BIOSURGERY

4:15 ADVOCACY GROuP PARTNERSHIPSEnhancingCollaborationbetweenIndustryandPatientGroupsforMaximumImpactonTreatmentGoalsandPatientHealthOutcomes• Settinggoalsandobjectivesupfront• Discussingbestpracticestoenhancecommunication

between companies and advocacy groups for mutual accountability

• Exploringtechniquestoimplementforeffectivelyeducatingpatients on disease states and treatments

• Reviewingcasestudiesofsuccessfuladherenceprogramsdeveloped and maintained by industry-advocacy partnerships

Charles R. Harman, Director, External Relations NAMI - NATIONAL ALLIANCE ON MENTAL ILLNESS

5:00 INTERACTIVE ROuNDTABlE DISCuSSIONSChooseyourpreferredtopictodiscussinanintimatesetting.Attendancepertableislimited.

1 NON-PHYSICIAN PRACTITIONERS: What strategies can companies use to target and collaborate with NPs, PAs and other key stakeholders for improving compliance?

2 SPECIALTY PHARMACEUTICALS: What are successful solutionsformanagingtheuniqueadherencechallengesposed by this fastest growing component of today’s pharma industry?

3 CONNECTING WITH THE CAREGIVER: How can we best support caregiver needs to strengthen brand loyalty and compliance?

4 GENERIC COMPETITION: What do patients and healthcare providers deem important for continuing brand usage instead of switching to generics?

5 PRIVACY CONCERNS: How can patient privacy be safeguarded with increased information sharing that often accompanies patient adherence programs?

6:00 ClOSE Of DAY ONE

TO REGISTER CALL 212 4OO 624O OR VISIT www.exlpharma.com/patientadherence

“This was a very valuable experience for me. I look forward to participating next year.”

- VICE PrESIDEnT, ManaGED MarkETS | Daiichi Sankyo

“Great event, quality speakers and wonderful interactions.” – aSSOCIaTE DIrECTOr, COrPOraTE COMMunICaTIOnS | Genzyme

“Great program; very informative. The topics and speakers are dead on.” – SEnIOr DIrECTOr, uS COrPOraTE COMPLIanCE | Sanofi-aventiS

“Excellent conference. The sessions were very informative and this is such an important event.”

– SEnIOr ManaGEr | BriStol-myerS SquiBB

DAY TWO Tu E S DAY, mARC H 8

8:00 CONTINENTAl BREAKfAST fOR CONfERENCE PARTICIPANTS

9:00 CHAIRPERSON’S RECAP Of DAY ONE AND mODERATORS’ KEY POINTS fROm ROuNDTABlE DISCuSSIONS

9:30 PHARmACY-BASED ADHERENCE PROGRAmSDesigningandImplementingPartnershipswithCommunityPharmaciestoFosterPatientEngagementattheLocalLevel• Leveraginginsightsofpharmacists/pharmaciestoguide

ongoing adherence efforts • Workingwithpharmaciststoencouragepoint-of-care

interventions that will improve patient-pharmacist interactions surrounding medication management

• Exploringwaystoincentivizepharmaciestocommitto improving patient understanding, compliance and persistency

• Effectivelydesigning,implementing,andmeasuringtheresults of pharmacy-based adherence initiatives

laura Cranston, Executive Director PHARMACY QUALITY ALLIANCE

10:15 RElATIONSHIP mARKETINGManagingtheCustomerExperiencetoDrivePositivePatientOutcomesandCorporateBusinessResults• Balancingthegoalsofthefranchisewiththeneedsofthe

customer• Listeningtopatientsandcreatinganongoingdialoguefor

meaningful and enduring relationships• Meetingstakeholderneedsthroughinnovative

communication strategies and customized programs• Knowingyourcustomerandaccordinglytailoringoutreach

effortsJohn Vieira, Director, marketing Operations DAIICHI SANKYO

11:00 NETWORKING AND REfRESHmENT BREAK

11:30 PANEl DISCuSSION LeveragingSocialMediaandMobileAppstoCommunicatewithPatientsforStrengthenedBrandLoyalty• Discussingregulatoryandcomplianceconsiderationswhen

engaging patients in the digital space• WhichWeb2.0toolsareworthutilizingandwhichonesaren’t?• Providingeducationtoproviders,advocacygroups,payers,

employees and other key stakeholders through digital communications

• Exploringchangesincompliancebehaviorasaresultofmobile technology reminders and communication

PaNelists :

Natalie quilici, Associate Director, Women’s Healthcare BAYER HEALTHCARE PHARMACEUTICALS

Deanna Whalen, Brand manager II GLAXOSMITHKLINE

Ambre morley, Associate Director, Product Communications NOVO NORDISKInterested in joining this panel discussion? Please contact lindsay Slater at lslater@exlpharma.com for more information.

12:30 luNCHEON fOR CONfERENCE PARTICIPANTS

1:30 measuremeNtaNdevaluatioNDetermining the Success of Patient adherence Programs for Ongoing Improvement of Outreach Efforts and allocation of Spend• Assessingtheaccuracyofpatientself-reportsvs.family

reports vs. clinician reports• Exploringbestpracticesformonitoringrefillsthrough

prescription claims data• Determiningwhetherthemessageresonatedwiththe

relevant patient groups and influenced behavior• MeasuringROIanddeterminingwhytherearevariances

between expected and actual results• Makingthedecisiontomodifyaprogram,increaseor

decrease investment, or to abandon it in favor of a new strategy

2:15 healthcarereFormIdentifying Provisions in the Healthcare reform Legislation Intended to Strengthen Medication Therapy Management and the associated Implications for key Stakeholders• Outliningtheseriesofgrantandpilotprogramsrelated

to medication therapy management contained in the legislation

• Analyzinghowpaymenttopharmacieswillchangeasaresult of the law

• Discussingthereasonsfor,andbenefitsof,highlightingandencouraging adherence on a policy level

• Howwillthelegislationimpactexistingandfutureindustry-sponsored adherence programs?

larri Short, Partner, Health law GroupARENT FOX LLP

3:00 value-BasedBeNeFitdesigNanalyzing and Implementing Value-Based Benefit Design to Motivate Health Behavior Change, Improve Medication adherence and Encourage Proactive Health Management and Monitoring• Exploringhowincreasedadherencemayresultinhigher

medication costs but ultimately decreased medical costs• Selectingdiseaseclassesandconditionstotargetwiththis

model• Analyzingtheimpactofreducingcopaysinthecontext

of broader disease management and careful pharmacy management

• ExaminingthebenefitsofVBBDintermsofpositivehealthoutcomes and reduced total healthcare costs

michael C. Sokol, mD, mS, Corporate medical Director MERCK & CO. (tentative)

3:45 CONfERENCE CONCluDES

SPONSORSHIP & EXHIBITING OPPORTUNITIES

mediaPartNers:

grouPdiscouNtProgram:• Save25%perpersonwhenregisteringfour For every three simultaneous registrations from your

company, you will receive a fourth complimentary registration to the program (must register 4 at one time). This is a savings of 25% per person.

• Save15%perpersonwhenregisteringthree You can only send three? You can still save 15% off

each registration. To find out more on how you can take advantage of these group discounts, please call 866-207-6528.

• MakecheckspayabletoExLEvents,Inc.andwritecodeP1125 on your check.

• YoumayalsouseVisa,MasterCard,DiscoverorAmericanExpress. Payments must be received in full prior to the commencement of the conference.

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• Fourweeksormore:Afullrefund(minusa$95 processing fee), or a voucher to another ExL event valid for two years from the voucher issue date.

• FourweeksorLess:AvouchertoanotherExLeventvalid for two years from the voucher issue date.

• Toreceivearefundorvoucher,pleasefaxyourrequestto888-221-6750.

PLEASE NOTE: Conference registrations may be transferred to other colleagues in the event you are unable to attend. Therewillbeanadministrativechargeof$300tosubstitute,exchangeand/orreplaceattendancebadgeswithacolleagueoccurring within five business days of any ExL conference.Please notify ExL Pharma, info@exlpharma.com, prior to the event with the name and contact information of the replacement attendee.

PLEASE NOTE:Speakersandagendaaresubjecttochangewithout notice. In the event of a speaker cancellation, every effort to find a suitable replacement will be made.*The opinions of this faculty do not necessarily reflect those of the companies they represent or ExL Events, Inc.*

EARLYBIRDPRICINGREGISTER BY fRIDAY, JANuARY 21, 2011 fOR EARlY-BIRD PRICING:

CONfERENCE + WORKSHOP | $1995

CONfERENCE ONlY | $1695

staNdardPriciNgREGISTER AfTER fRIDAY, JANuARY 21, 2011:

CONfERENCE + WORKSHOP | $2195

CONfERENCE ONlY | $1895

oNsitePriciNg CONfERENCE + WORKSHOP | $2295

CONfERENCE ONlY | $1995

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M A R C H 7- 8 , 2 01 1 | LO E WS P H I L A D E LP H I A | P H I L A D E LP H I A | PA

DISTINGUISHED SPEAKERS FROM THE FOLLOWING COMPANIES

GENZYME

BAYER

ENDO

GLAXOSMITHKLINE

PHARMACY QUALITY ALLIANCE

ROCHE

UNIVERSITY OF PENNSYLVANIA

NOVO NORDISK

DAIICHI SANKYO

MERCK

ARENT FOX

NATIONAL ALLIANCE ON MENTAL ILLNESS

REGISTER TODAY . . . www.exlpharma.com/adherenceMENTION PRIORITY CODE P1125