Conference Day Two

7:45 Registration And Networking Breakfast Registration And Networking Breakfast

8:40 Welcome Address Welcome Address

8:45 Recap Of Conference Day One By The Conference Chair Recap Of Conference Day One By The Conference Chair

9:00 Panel: Leadership Requirements To Excel In The New Pharma Environment Natasha Giordano, President & CEO, Xanodyne Pharmaceuticals Tom Kukla, Senior Director, Field Management Development, Purdue Pharma Charlotte Sibley, President, Sibley & Associates Highlight the top sales and marketing leadership competencies for 2013 and beyond Analyze the key pitfalls or obstacles inhibiting success Determine which development investments will provide the greatest long term benefit to your sales and marketing leaders Natasha Giordano President & CEO, Xanodyne Pharmaceuticals Ms. Giordano has been Chief Executive Officer, President and Director of Xanodyne Pharmaceuticals, Inc. a branded specialty pharmaceutical company with commercial and development capabilities focused on pain management, since May 2010 and Chief Operating Officer since 2009. She presently serves as director on the boards of Aceto Corporation [NASDAQ:/ACET] and ClearPoint Interactive Health Educatio [read more] Tom Kukla Senior Director, Field Management Development, Purdue Pharma Mr. Kukla joined Purdue Pharma L.P. as a Sales Representative in Syracuse, New York in May 1983. During his tenure in the Field Sales group, Tom achieved the following positions: District Field Trainer, Senior Medical Marketing Representative, Product Specialist (1989-1991), and membership in Purdue’s elite TOPPERs Club. Tom was promoted to District Manager and, under his Leadership, the Syracuse [read more] Charlotte Sibley President, Sibley & Associates Charlotte is currently President, Sibley Associates, a pharmaceutical and biotech consulting firm. She serves on the Board of Directors of American Pacific Corporation (AMPAC), a leading custom manufacturer of fine chemicals, specialty chemicals, and propulsion products. Additional Board positions include MindField Solutions, which uses neuroscience tools to improve healthcare decision-making and [read more]

9:45 The 21st Century Learning Organization Take part in an engaging discussion designed to demonstrate the potential of a 21st Century Learning Organization: • Significantly cut operating costs while increasing colleague knowledge and productivity • Quickly respond to demanding business enviroments • Efficiently and effectively deploy and track virtual learning • Future-­‐proof your learning assets so you are ready for the next great wave of technology

10:30 Networking And Refreshment Break Networking And Refreshment Break

11:00 iPad Adoption — 2012 Results & What’s In Store For The Year Ahead Eric Pluckhorn, Director of Marketing, Watson Pharmaceuticals An update on the adoption curve and insight into 2012 successes The pros and cons of tablets and their impact on detailing moving forward Which ipad tools can you leverage to make in office visits more meaningful for the HCP Eric Pluckhorn Director of Marketing, Watson Pharmaceuticals Eric started his sales and marketing career 20 years ago at TAP Pharmaceuticals after 4 years in the US Army as an infantry officer. He is now at Watson Pharmaceuticals where he is a Director of Marketing for both urology and the digital communication for all of Watson’s branded products. Over his career, he has acted in almost every role in sales, marketing, training and advertising for various p [read more]

Invitation Only VP Think Tank & Private LuncheonInteractive Roundtable Discussion Groups 11:50 Invitation Only VP Think Tank Invitation Only VP Think Tank & Private Luncheon No One Knows The Challenges You Face Better Than Your PeersAs the head of a sales or marketing team, your job is complex and constantly evolving. Find out how other industry leaders are handling some of your most pressing issues with in-depth tactical benchmarking BUT YOU’RE NOT ALONE!Join your VP level peers at the PharmaForce VP Think Tank. Gain honest feedback, debate strategic ideas and share high level insights in an intimate, closed door forum. Take advantage of this rare opportunity to learn how your counterparts are increasing commercial profitability through innovative sales and marketing strategies. This is an invitation only session. If you wish to participate or would like to nominate your VP-level sales or marketing colleague, please contact Kristin Paulick, Program Director at kristin.paulick@wbresearch.com 11:50 Interactive Roundtable Discussion Groups Interactive Roundtable Discussion Groups Aaron Ricker, Senior Manager, Vendor Management Office, Sanofi US After a busy morning of active listening, keynotes and networking, take control of your own event experience. Don’t be shy! Ask questions (or answer them!) of other conference attendees who are dealing with the same challenges as you. Network with industry peers with very similar challenges, interests and responsibilities Take a deep dive into a niche topic in an intimate and informal setting moderated by a subject matter expert Don’t miss out on any discussions or learnings by staying for the roundtable wrap ups at the end of the sessions Bonus - Leave PharmaForce with 10 key take-aways you can put into action as soon as you return to the office Discussion Topics Include: Optimizing your mobile strategy around concrete metrics New Rep Competencies Flexible Resourcing Strategies Innovations in IC models The 21st Century Learning Organization Aaron Ricker Senior Manager, Vendor Management Office, Sanofi US Aaron has been in the pharmaceutical industry for the past six years and served as an officer in the military prior to this. His career with Sanofi began in field sales, where he worked in various capacities, before entering his current role in Closed Loop Marketing. He is also currently pursuing his MBA through the University of North Carolina-Chapel Hill.

Track A: Multi Channel MarketingTrack B: Sales Force Innovation 1:40 Chairperson’s Opening Address Track A: Multi Channel Marketing John Mack AKA Pharmaguy, Publisher & Editor, Pharma Marketing News Chairperson’s Opening Address John Mack AKA Pharmaguy Publisher & Editor, Pharma Marketing News Pharmaguy (@pharmaguy) – also known as John Mack – is the Publisher and Editor of Pharma Marketing News, an independent monthly electronic newsletter focused on issues of importance to pharmaceutical marketing executives. Previously, Mr. Mack was a consultant in the Life Sciences Practice at Answerthink, where he managed projects such as pharmaceutical direct-to-consumer marketing and phy [read more] 1:40 Chairperson’s Opening Address Track B: Sales Force Innovation Chairperson’s Opening Address

Track A: Multi Channel MarketingTrack B: Sales Force Innovation 1:45 Panel: Achieve The Ideal Promotional Mix For Increased Customer Engagement Track A: Multi Channel Marketing Margaret-Sarah Alexander, Associate Director, Pradaxa Marketing, Boehringer Ingelheim Nancy Hunter, Global Senior Marketing Manager, Oncology, Amgen How to assess which combination of marketing channels are most impactful How can you measure effectiveness across channels Incorporate the “e” channel more seamlessly into your existing channels Analytical tools to help determine the ideal promotional mix How are companies properly measuring the overall ROI from their multi channel efforts Case examples of successful multi channel campaigns over the past year Margaret-Sarah Alexander Associate Director, Pradaxa Marketing, Boehringer Ingelheim Nancy Hunter Global Senior Marketing Manager, Oncology, Amgen With over eight years in the healthcare sector, Nancy began her pharmaceutical career at Eli Lilly & Company in neuroscience specialty sales while attending business school in Southern California. Post graduation, she transferred from the field to corporate headquarters to work in a strategic capacity on the Cymbalta® brand team. During that rotation, she worked to [read more] 1:45 How To Develop An mLearning Deployment Strategy For Pharma Sales Training Track B: Sales Force Innovation The mass appeal of mobile devices, in combination with pressure to control training costs, illustrates a clear need to push the limits of mobile technology to efficiently train sales forces. But developing and adhering to an effective mLearning deployment strategy is not as straightforward as it may seem. Join us for this discussion of how to anticipate and handle challenges as well as how to develop an optimal plan for prioritizing the deployment of various mobile training initiatives with limited time and resources.Attendees will gain:· A framework for prioritizing the development and deployment of mLearning initiatives· An understanding of when to make the move to mobile· A realistic appreciation of the value and limitations of training via mobile device· An understanding of the five challenges to expect—and how to meet them—when porting existing content to mobile devices, creating new content, and integrating with a LMS· The ability to weigh the costs and benefits of deploying mLearning in various scenarios· A useful tool for creating an effective deployment strategy by determining the right audience and the right content

2:20 Networking And Refreshment Break Networking And Refreshment Break

Track A: Multi Channel MarketingTrack B: Sales Force Innovation 2:50 Panel: Effectively Building Your Social Business Track A: Multi Channel Marketing John Mack AKA Pharmaguy, Publisher & Editor, Pharma Marketing News Tap into social media data to reveal customer behavior Understand the power of influence and influence mapping How to best balance the risk and rewards of social Who owns your social media initiatives Determine the desired outcomes of your social media strategy Align sm activities to your strategy John Mack AKA Pharmaguy Publisher & Editor, Pharma Marketing News Pharmaguy (@pharmaguy) – also known as John Mack – is the Publisher and Editor of Pharma Marketing News, an independent monthly electronic newsletter focused on issues of importance to pharmaceutical marketing executives. Previously, Mr. Mack was a consultant in the Life Sciences Practice at Answerthink, where he managed projects such as pharmaceutical direct-to-consumer marketing and phy [read more] 2:50 Panel: Rethinking The Sales Training Model For Improved Effectiveness Track B: Sales Force Innovation Kim Catania , Former Senior Director of Commercial Training & Leadership Development, Acorda Therapeutics Jim Heim, Director, US Training & Development, Shire Pharmaceuticals Michelle O'Connor, President and CEO, CMR Institute A look at the tools and internal resources needed to implement an effective sales force training program A discussion around the competency model for the rep of the future A look at the shifting hiring and recruitment criteria for today’s rep Examine the types of selling skills, product knowledge and business acumen required Trends in e-learning and distance learning Kim Catania Former Senior Director of Commercial Training & Leadership Development, Acorda Therapeutics Kim has 18 years in the biopharma industry with experience in instructional design, developing interactive training initiatives and implementation of technology-based learning methodology to achieve sales force and business goals. She has significant background in sales leadership, project management, product launch experience – including sales force expansion and pre-market development - as well [read more] Jim Heim Director, US Training & Development, Shire Pharmaceuticals Michelle O'Connor President and CEO, CMR Institute With more than 19 years of service at CMR Institute, Michelle O’Connor has overseen most every aspect of the organization’s contributions to providing healthcare education to the biopharmaceutical industry. Ms. O’Connor’s extensive background in education and healthcare has helped to shape her vision for the company. She has been instrumental in the development and evolution of CMR’s product devel [read more]

3:35 Keynote: Back By Popular Demand--HCP Perspectives Jennifer Shine Dyer, MD, MPH, Endocrinologist, What are HCP's doing to survive and thrive in today's challenging healthcare environment? Jennifer Shine Dyer, MD, MPH Endocrinologist,

4:15 PharmaForce Cocktail Reception PharmaForce Cocktail Reception

5:30 End Of Conference Day Two End Of Conference Day Two