Tuesday December 6, 2011
7:30 am
Conference Registration and Continental Breakfast
8:30 am
Workshop Leaders’ Opening Remarks
8:30 am - 12:00 pm
Choose from Two Workshops (A or B)
8:30 am - 12:00 pm
Workshop A • Simulate Product Commercialization from Candidate Selection through Launch
Philip Vorhies
Vice President
Campbell Alliance
John Bonasera
Senior Consultant
Campbell Alliance
Yesim Ilkin
Senior Consultant
Campbell Alliance
8:30 am - 12:00 pm
Workshop B • Hone Your Reimbursement Strategy to Ensure Favorable Coverage, Coding and Payment Decisions based on Clinical and Health Economic Evidence
Stephen Chan
Director of Strategic Consulting Services, Reimbursement & Access Services
McKesson Specialty Health
Heather Morel
Vice President and General Manager
McKesson Specialty Health
Rahul Dhanda
Director, Health Economics Outcomes Research
McKesson Specialty Health
12:00 pm
Close of Workshops and Luncheon
1:00 pm
Main Conference Chairman’s Welcome and Opening Remarks
Robert Besthof
Vice President, Commercial Lead, ERP U.S. & Puerto Rico
Pfizer Inc
1:15 pm
Keynote Address • Adapt Commercialization and Market Access Strategies Proactively in a Changing Environment
Brent Cowgill
Vice President, Marketing
Graceway Pharmaceuticals
2:00 pm
Start Thinking Locally — The Impact of Integrated Delivery Systems and the ACO Model on Overall Product Reimbursement and Access Strategies
Kevin J. McDermott
Vice President, Managed Markets
Daiichi-Sankyo Inc.
2:45 pm
Networking and Refreshment Break
3:15 pm
The Evolving World of Commercialization and Market Access — The Emergence of Personalized Medicine
Jerry Conway
Vice President, Payor Contracting & Reimbursement
Metamark Genetics
4:00 pm
Combat the Pressures Facing Commercialization in Today’s Market Landscape
Penny Bemus MBA, JD
Vice President, Business Development
Centric Health Resources, a Dohmen Company
4:45 pm
Critical Elements Leading up to a Launch — A Global Marketing Perspective
S. Michael Harrill
Global Brand Director – NeuroScience
Eli Lilly and Company
5:30 pm
Close of Day One
5:30 pm - 6:30 pm
Networking, Wine & Cheese Reception
Wednesday December 7, 2011
7:30 am
Continental Breakfast
8:00 am
Chairman’s Review of Day One
Robert Besthof
Vice President, Commercial Lead, ERP U.S. & Puerto Rico
Pfizer Inc
8:15 am
Streamline Global Product Rollout
Marisa Fienup
Global Marketing Director
Baxter Bioscience
9:00 am
Managed Markets Launch Preparedness and Execution — Key Differences in an Established versus a Newly-Commercializing Organization
Ellen Cappellino
Senior Director, Managed Markets Marketing,
Vertex Pharmaceuticals
9:45 am
Panel • Commercialize Your Brand in a Crowded Therapeutic Marketplace
Robert Besthof
Vice President, Commercial Lead, ERP U.S. & Puerto Rico
Pfizer Inc
Tim Talomie
Vice President, Global New Products Planning
ImClone Systems, a wholly-owned subsidiary of Eli Lilly and Company
Mike Boken
Senior Director, Operational Excellence
Shire Pharmaceuticals
Barrett S. McGrath
Former Vice President, Commercial Development
InterMune, Inc.
Eric Michelson M.D., FACC
Senior Director, Clinical Research
AstraZeneca LP
10:45 am
Networking and Refreshment Break
11:15 am - 3:45 pm
Choose from Two Concurrent Tracks (1 or 2)
11:30 am - 3:45 pm
Track One: Strategies for Pre-Launch Planning
11:15 am
Track One: Moderator’s Opening Remarks
Tim Talomie
Vice President, Global New Products Planning
ImClone Systems, a wholly-owned subsidiary of Eli Lilly and Company
11:30 am
Track One: Case Study • Building a Specialty Launch Team — Innovative Approaches to Design, Sourcing and Implementation
Nathan P. White
Executive Director, Access and Reimbursement
Inventiv Health
12:15 pm
Track One: Design Prospective Studies with Payer Expectations in Mind
Stephen Chan
Director of Strategic Consulting Services, Reimbursement & Access Services
McKesson Specialty Health
1:00 pm
Luncheon
2:15 pm
Track One: Case Study • Implement a KOL Strategy for a Novel Orphan Drug in Mid-Stage Clinical Development
Michael J. Fath
Director, Global Commercial Development, Pulmonology/Hematology
Grifols Inc
3:00 pm
Track One: Disseminate Clinical Data Early to Support Payer Coverage Decisions
Todd Berner
Senior HOPE Field Scientist, Health Outcomes and Pharmacoeconomics Research & Development
Endo Pharmaceuticals
11:15 am - 3:45 pm
Track Two: Optimizing Post-Launch Initiatives
11:15 am
Track Two: Moderator’s Opening Remarks
Michael Castagna
Executive Director, Orencia
Bristol-Myers Squibb
11:30 am
Track Two: Take Your Market Access Strategy Beyond Launch
Jay Jauregui
Vice President
Campbell Alliance
12:15 pm
Track Two: Case Study • Reposition Your Product Post-Launch in Response to Changing Market Dynamics
Sanjeev Ganatra
Product Marketing Director
ISTA Pharmaceuticals
1:00 pm
Luncheon
2:15 pm
Track Two: Ensure Compliant Messaging to External Stakeholders from Commercial and Medical Teams
Ellyn L. Sternfield
Of Counsel
Mintz Levin
3:00 pm
Track Two: Leverage KOL Engagement to Optimize Commercialization Efforts
Barrett S. McGrath
Former Vice President, Commercial Development
InterMune, Inc.
3:45 pm
