Pre-Launch c Launch c Post-Launch

May 25-27, 2004

Wyndham Franklin Plaza Hotel, Philadelphia, PA

The World’s Premier Pharmaceutical Marketing Event ™

A C H I E V I N G S U P E R I O R PRODUCT & FRANCHISE PERFORMANCE

To Register, Call 888-622-6611 c www.WCPM2004.com

Keynote Speakers:

Paulo CostaPresident & CEONOVARTISPHARMACEUTICALSCORPORATION

Peter J. PittsAssociate Commissioner for External RelationsU.S. FOOD & DRUG ADMINISTRATION

Tony ZookSenior Vice PresidentCommercial OperationsASTRAZENECA

Speaker Highlights:

Steve StefanoSenior Vice PresidentManaged Markets & NeuroHealthGLAXOSMITHKLINE

Cavan RedmondExecutive Vice President & General Manager, BiopharmaWYETH

Cynthia HoganSenior Vice President Ophthalmics NOVARTIS

Sarah S. HarrisonVice President Customer Strategy IntegrationASTRAZENECA

Jack BaileyVice PresidentBusiness to BusinessELI LILLY & CO.

Sponsoring Media Partner:

Premier Sponsors:

GRAY CONSULTING, INC

Supporting Association:

Presented by

4EARLY REGISTRATION

EXTENDEDTO MARCH 31ST!

Dear Pharmaceutical Marketing Executive,

Never before have pharmaceutical marketing challenges been so intense and the stakes so high.Pharmaceutical marketing teams are under unprecedented pressure to do more with less, to deliver measurablereturns on investments, to ensure regulatory compliance and to provide greater value to all customers.

To help you reach your business goals in this complex environment, we are pleased to present the 2004World Congress on Pharmaceutical Marketing, designed to address the critical challenges that industryexecutives face today, including fresh analyses of progressive marketing strategies, tactics, and best practices tooptimize performance throughout the product lifecycle.

Developed with the editors of Pharmaceutical Executive, the industry's leading marketing and businessstrategy publication, the event combines high-caliber, substantive programming with a distinguished faculty ofindustry executives and world-class networking opportunities with the pharmaceutical marketing leaders oftoday and tomorrow.

Bringing together hundreds of pharmaceutical marketing, sales, product management and medical affairsexecutives under one roof, the event features 100+ speakers, 6 pre-conference workshops and 3 concurrenttracks categorized by lifecycle stage — Pre-Launch, Launch and Post-Launch. The program will have a specialemphasis on overcoming obstacles and maximizing opportunities in the following areas:

Don’t miss the chance to glean valuable insights on industry trends, strategies and case studies to give yourteam and your product or franchise maximum competitive advantage. We look forward to welcoming you andyour team to this vital industry event in May!

Sincerely,

Yvonne HonigsbergExecutive Event DirectorWorld Congress on Pharmaceutical Marketing

• Pre-Launch Marketing

• Product Launch/

Speed to Peak Sales

• Lifecycle Management

• Branding & Positioning

• Formulary Status/

Positioning

• DTC/DTP Promotion

• Professional Promotion

• Managed Markets

Marketing

• Medical Education/CME

• Sales Force Effectiveness/

Physician Access

• Competitive Intelligence

Distinguished Advisory Board:

Tom AlbrightVice PresidentBotox Global MarketingALLERGAN

Joanna BreitsteinSenior Associate EditorPHARMACEUTICAL EXECUTIVE

Patrick ClintonEditor-in-ChiefPHARMACEUTICAL EXECUTIVE

Lance J. ColwellAssociate Director, MarketingPURDUE PHARMA

Jill DeSimoneVice President Specialty & Hospital SalesBRISTOL-MYERS SQUIBB

Maureen Doyle-ScharffExecutive Director Professional AlliancesJOHNSON & JOHNSON

Jeanne FitzgeraldSenior Director Marketing OperationsAMGEN

Sarah S. HarrisonVice President Customer Strategy IntegrationASTRAZENECA

Steve HellerVice President Oncology/Virology New Product DevelopmentJOHNSON & JOHNSON

Shabnam KazmiDirector, Oncology MarketingSANOFI-SYNTHELABO

Mark KershisnikExecutive Director Global Marketing PlanningELI LILLY & CO.

François Nader, MDSenior Vice President Medical AffairsAVENTIS

Cavan RedmondExecutive Vice President &General Manager, BiopharmaWYETH

Sibyl ShaloSenior EditorPHARMACEUTICAL EXECUTIVE

Françoise SimonProfessorCOLUMBIA UNIVERSITYBUSINESS SCHOOL

Mitch Tull, RPhMarketing Advisor Lilly Marketing InstituteELI LILLY AND CO.

Ceci ZakDirector of Customer MarketingROCHE

2

10%10%

7%6%6%4%4%

Professional Affairs/Medical Education DTC/Advertising & Promotion

Sales ManagementCorporate Management

Medical & Clinical AffairsPublic Relations

Other

Product/Brand Management

28%

Marketing Management

25%

Who Will Attend?Pharmaceutical and biotechnology industryexecutives involved in marketing, sales, promo-tion, product and brand management, includingVice Presidents, Directors, Managers of:

a Marketing

a Sales

a Professional Affairs

a Advertising

a Product Management

a Brand Management

a DTC Advertising

a Promotion

a Patient Education/Ally Development

a eMarketing

a Media/New Media

a Medical Education/CME

a Patient Compliance & Persistency

a Therapeutic Franchise Management

a Managed Care/Managed Markets Marketing

a New Product Development

a Customer Relationship Management (CRM)

a Medical Affairs

a Market Research

a Pharmacy Benefits Management

a Commercial Operations

a Public Relations/Communications

a Strategic Planning

a Business Development

a Regulatory Affairs/Compliance

Also Valuable to: Consultants, marketing, advertising and PR agencies, promotional products vendors, marketing and sales technol-ogy vendors, hotel/meeting space providers,CME providers, CRM vendors, software vendors, technology integrators, and otherproviders of relevant services or products.

Anticipated Audience Profile:

Exclusive Networking Receptions at the WCPMWe recognize that many of the most valuable encountersand discussions at conferences take place off-line during session breaks and at evening receptions. That’s whywe’ve designed the program with ample time for breaksand high-quality networking receptions.

Welcome Letter and Distinguished Advisory Board

Who Will Attend; Networking Receptions

Agenda-at-a-Glance

Keynotes & Plenary Sessions

Pre-Launch Track Sessions

Launch Track Sessions

Post-Launch Track Sessions

Premier Event Sponsors

Pre-Conference Workshops

Premier Exhibitors, Media Partners, Supporting Associations

Registration, Travel & Venue Information

Event Registration Form

2

3

4, 5

6, 7

8

9

10

11

12, 13

14

15

16

........

........

........

........

........

........

........

........

........

........

........

........

TA B L E O F C O N T E N T S

Tuesday, May 25, 2004 5:30-7:00 pm

OPENING NIGHT RECEPTION

Sponsored by

Join us for cocktails and hors d’oeuvres served in an atmosphere conducive to friendly and productive networking for pharmaceutical executives. Enjoy thechance to exchange knowledge, business cards and cordial conversation with your industry colleagues.

Wednesday, May 26, 2004 5:30-7:00 pm

COCKTAILS AND MEET THE PRESS RECEPTION

Take advantage of the unique opportunity to meet theeditors of Pharmaceutical Executive, including PatrickClinton, Editor-in-Chief, and editors of other leading business and trade publications face-to-face in an informal and relaxed setting.

Tuesday, May 25, 2004 — PRE-CONFERENCE WORKSHOPS — SEE PAGES 12 & 13

7:00-8:00

8:00-8:15

8:15-9:00

9:00-9:45

9:45-10:30

10:30-11:30

11:30-12:30

12:30-2:00

2:00-2:45

2:45-3:30

3:30-4:15

4:15-5:15

5:30-7:00

Agenda-at -a -Glance

Wednesday, May 26, 2004

MAIN CONFERENCE

Conference Registration & Welcoming Breakfast

Chairperson’s Welcome & Opening Remarks — Sarah S. Harrison, VP, Customer Strategy Integration, ASTRAZENECA

Keynote Address: Advancing Americans’ Health Through 21st Century Marketing StrategiesPeter J. Pitts, Associate Commissioner for External Relations, U.S. FOOD AND DRUG ADMINISTRATION

Keynote Panel: Delivering on Pharma’s Value PropositionModerator: Steve Stefano, SVP, Managed Markets and NeuroHealth, GLAXOSMITHKLINEPanelists: Jack Bailey, VP, Business to Business, ELI LILLY

Carolyn R. Glynn, VP, Public Affairs, ROCHE — invited

Refreshment & Networking Break — Exhibit Hall Open

Executive Panel: Feet to the Fire: Sustaining Profitability and Ensuring Marketing Compliance in the Face of Scrutiny from FDA, OIG, DOJ, and OthersModerator: Wayne Pines, President, Regulatory Services and Healthcare, APCO WORLDWIDEPanelists: Minnie Baylor-Henry, RPh, JD, VP, Medical & Regulatory Affairs, MCNEIL CONSUMER & SPECIALTY PHARMA

Geoffrey M. Levitt, VP & Chief Counsel, Regulatory & Research, WYETHEdward Miller, Assistant General Counsel, Chief Compliance Officer, BOEHRINGER-INGELHEIM

Executive Panel: How Changes in Medicare Will Transform Big Pharma As We Know ItPresenter: Dan Mendelson, President & Founder, HEALTH STRATEGIES CONSULTANCYModerator: Sander A. Flaum, Managing Partner, FLAUM PARTNERS, INC.Panelists: John F. Del Giorno, JD, VP, State Government Affairs, GLAXOSMITHKLINE

Arthur J. Hiller, SVP, Global Strategic Marketing, MILLENNIUM PHARMACEUTICALSMichael D. Loberg, PhD, President and Chief Executive Officer, NITROMED, INC.

Luncheon for Attendees & Speakers — Luncheon Address: Tony Zook, SVP, Commercial Operations, ASTRAZENECA

Track A Pre-Launch Lifecycle Management: Do It Early or Do It OftenShawn O’Brien, VP, Commercial Operations, Emerging Brands, ASTRAZENECA

Track B Launch Behavioral Segmentation—Beyond Sales Force EffectivenessModerator: Paul Skinner, General Manager, Data and Analytics Division, DENDRITE INTERNATIONAL

Track C Post-Launch Maximizing Marketing ROI: Measuring Performance and Adjusting Resource Allocation StrategiesErwin Ephron, Partner, EPHRON, PAPAZIAN & EPHRONSunil Garga, President and CEO, MMAPaul Silverman, Director, Media Services, NOVARTIS

Track A Pre-Launch Developing a Product Profile to Ensure Differentiation and Deliver Enduring ValueModerator: Neil Matheson, CEO, AXIS HEALTHCAREPanelists: Lance Colwell, Associate Director, Marketing, PURDUE PHARMA

Josh Schafer, Senior Manager, New Product Planning, TAKEDA PHARMACEUTICALS

Track B Launch Ready to Launch: Keys to Maximizing DTC Effectiveness at LaunchJay Bolling, President, ROSKA DIRECTMichele Dahan, Operations Manager, Relationship Marketing, PFIZER

Track C Post-Launch Making Mature Products Prosper: Reinvigorating an Older or Underperforming BrandJennifer Stahl, Director, Anti-Infective Marketing, BAYER

Refreshment & Networking Break — Exhibit Hall Open

Track A Pre-Launch Keys to a Successful Launch in Managed Markets: Maximizing Partnerships Between StakeholdersModerator: Marcus Wilson, PharmD, President and CEO, HEALTH COREPanelists: Steve Lo, Senior Director, Managed Care, GENENTECH

Ceci Zak, Director of Customer Marketing, ROCHE

Track B Launch Maximizing Sales and Marketing Meetings for the Spectrum of Pharma’s AudiencesLisa Becker, PFIZER —invitedLance Converse, CEO, ePHARMALEARNINGScott Gray, President, GRAY CONSULTING

Track C Post-Launch Moving Your Cross-Functional Team to the Next Level of PerformanceHoward Guttman, Principal, GUTTMAN DEVELOPMENT STRATEGIESRobert Hoffman, EdD, Executive Director, Organizational Development, NOVARTIS

Evening Cocktails & Meet the Press Reception

7:00-8:00

8:00-8:15

8:15-9:00

9:00-9:45

9:45-10:30

10:30-11:15

11:15-12:00

12:00-12:45

12:45-2:00

2:00-3:00

3:00-3:30

3:30-4:30

4:30

5

Thursday, May 27, 2004

MAIN CONFERENCE

Continental Breakfast

Chairperson’s Opening Remarks — Patrick Clinton, Editor-in-Chief, PHARMACEUTICAL EXECUTIVE

Keynote AddressPaulo Costa, President and CEO, NOVARTIS PHARMACEUTICALS CORPORATION

Outcomes-Based Marketing: Pharma’s New Burden of ProofModerator: Marcus Wilson, PharmD, President and CEO, HEALTH COREPanelists: Tom Albright, VP, Botox Global Marketing, ALLERGAN

François Nader, MD, SVP, Medical Affairs, AVENTISKay Scanlan, Director of Reimbursement Strategy, BIOGEN-IDEC

Refreshment & Networking Break — Exhibit Hall Open

The New Branding Model: From Blockbusters to Targeted TherapiesModerator: Françoise Simon, Professor, COLUMBIA UNIVERSITY BUSINESS SCHOOLPanelists: Julia Brown, Executive VP, AMYLIN PHARMACEUTICALS

Cynthia Hogan, SVP, Ophthalmics, NOVARTISNeil Levine, Senior Director, Ophthalmology and Endocrine Care, PFIZER

Beyond the Arms Race: The Changing Face of the Sales Force—Implications for the FutureCavan Redmond, Executive VP and General Manager, Biopharma, WYETHJill DeSimone, VP, Specialty & Hospital Sales, BRISTOL-MYERS SQUIBBCharles T. Saldarini, Vice Chairman and CEO, PDI

Leveraging Marketing to Win Licensing and Business Development DealsModerator: Stan Bernard, MD, President, BERNARD ASSOCIATESPanelists: Gary Cupit, PharmD, VP, Global Business Development & Licensing, NOVARTIS

Ngozi Edozien, VP, Planning & Business Development, PFIZER — invitedVlad Hogenhuis, MD, Executive Director, New Product Marketing, MERCK

Luncheon for Attendees & Speakers

Track A Pre-Launch Building Better Brands Through Effective Publication Planning: Targeting, Timing and ValueElizabeth M. Mutisya, MD, Senior Director/Clinical Leader, JOHNSON & JOHNSONMarsha Scott, PhD, VP, Director of Scientific Services, PHASE FIVE COMMUNICATIONS

Track B Launch Ensuring CME Value, Effectiveness and Compliance: What Every Marketer Needs to KnowMaureen Doyle-Scharff, Executive Director, Professional Alliances, JOHNSON & JOHNSONDave Riccio, Senior Product Manager, UCB PHARMAJohn Mooney, Chief Executive Officer, PRI-MED

Track C Post-Launch The Next Frontier of DTC: From Advertising to EducationRay Sacchetti, Senior Director of Anti-Infective Marketing, BRISTOL-MYERS SQUIBBPhyllis Woolley-Roy, Consumer Brand Director, ASTRAZENECA

Refreshment & Networking Break — Exhibit Hall Open

Track A Pre-Launch Best Practices in Partnering with Patients and Patient Advocacy/Support GroupsDiane Blum, Executive Director, CANCER CARENancy Holland, EdD, RN, VP of Clinical Programs, NATIONAL MS SOCIETYShabnam Kazmi, Director, Oncology Marketing, SANOFI-SYNTHELABO

Track B Launch Arming Your Sales Force with Competitive Intelligence to Enhance Launch SuccessModerator: Steve Levy, Managing Director, FLETCHER/CSI

Track C Post-Launch Integrating New Media Tactics with Existing Marketing ProgramsElizabeth W. Boehm, Senior Analyst, Healthcare and Life Sciences, FORRESTER RESEARCH

Conference Concludes

Wednesday, May 26, 2004

Conference Registration & Welcoming Breakfast — Sponsored by Axis Healthcare

Chairperson’s Welcome and Opening RemarksSarah S. Harrison, Vice President, Customer Strategy Integration, ASTRAZENECAEvent Co-Chairperson

Keynote Address:Advancing Americans’ Health Through 21st Century Marketing StrategiesPeter J. Pitts, Associate Commissioner for External Relations, U.S. FOOD AND DRUG ADMINISTRATION

Peter Pitts is the senior communications advisor to the FDA Commissioner and provides executive-level policy and program direction for FDA’s interactions, information exchanges, and liaison activities. He supervises FDA’s Office of Public Affairs, Office of the Ombudsman, Office of Special Health Issues, Office of Executive Secretariat, and Advisory Committee Oversight and Management Staff. His most recent book, “Become Strategic or Die,” is a study of successful leadership based on strategic vision and ethical practice.

Keynote Panel: Delivering on Pharma’s Value Proposition

When value for healthcare dollar is measured, we know that pharmaceuticals provide good sources of value, but this information is not always successfully conveyed to patients, providers, and payers. How can pharmaceutical companies change the way they demonstrate value to various stakeholders? What role will pharmacoeconomic data play to this end? How do we establish value propositions that are meaningful to customers? How can pharma ensure that it is part of the solution to the healthcare crisis? This compelling panel discussion tackles these issues and more.

Moderator: Steve Stefano, Senior Vice President, Managed Markets and NeuroHealth, GLAXOSMITHKLINEPanelists: Jack Bailey, Vice President, Business to Business, ELI LILLY CO.

Carolyn R. Glynn,Vice President, Public Affairs, ROCHE — invited

Refreshment & Networking Break — Sponsored by Gray ConsultingExhibit Hall Open

Executive Panel: Feet to the Fire: Sustaining Profitability and Ensuring Marketing Compliance in the Face of Scrutiny from FDA, OIG, DOJ, and Others

Pharmaceutical marketers face a myriad of rules and regulations from the various components of the federal government. This session explores not only how companies can mitigate regulatory problems, but how they ensure compliance and still meet marketing expectations. Topics addressed include recent enforcement activities and practical tips for ensuring compliance in the following areas: Off-label challenges, privacy, sample accountability, and DTC advertising.

Moderator: Wayne Pines, President, Regulatory Affairs & Healthcare, APCO WORLDWIDEPanelists: Minnie Baylor-Henry, RPh, JD, VP, Medical & Regulatory Affairs, MCNEIL CONSUMER & SPECIALTY PHARMA

Geoffrey M. Levitt, Vice President & Chief Counsel, Regulatory & Research, WYETHEdward Miller, Assistant General Counsel, Chief Compliance Officer, BOEHRINGER-INGELHEIM

How Changes in Medicare Will Transform Big Pharma As We Know It

The pharmaceutical industry is living through a period of massive transformation, even more pressing with the advent of a prescription drug benefit being added to Medicare in 2006, and a Medicare drug discount card that will be available this summer. The U.S. represents the industry’s largest and most profitable market for its products. What will the impact be on pipeline products, existing brands, switches, drug importation from Canada and generics? Join us for a candid exchange of views on the coming changes to Medicare and how they anticipate the industry to respond.

Presenter: Dan Mendelson, President & Founder, HEALTH STRATEGIES CONSULTANCYModerator: Sander A. Flaum, Managing Partner, FLAUM PARTNERS, INC.Panelists: John F. Del Giorno, JD, VP, State Government Affairs, GLAXOSMITHKLINE

Arthur J. Hiller, SVP, Global Strategic Marketing, MILLENNIUM PHARMACEUTICALSMichael D. Loberg, PhD, President and Chief Executive Officer, NITROMED, INC.

Luncheon

Luncheon Keynote: Lost in Translation: 5 Ways to Think Globally and Market Locally

Tony Zook, Senior Vice President, Commercial Operations, ASTRAZENECA

Tony Zook is Senior Vice President, Commercial Operations, for AstraZeneca US and leads the Commercial organization including both Marketing and Sales operations. Mr. Zook began his sales career in 1983 at Berlex

Labs, where he held various positions, including VP of Sales. He joined Astra in 1997 as VP, Marketing and Sales. Before assuming his current position, Mr. Zook was VP of Sales for AstraZeneca. In this position, he led a 4,000-strong sales force, providing customers with outstanding products and services. Mr. Zook is a member of the Board for the Pennsylvania Division of the American Cancer Society and a member of the Executive Council for the National Pharmaceutical Council.

7:00-8:00

8:00-8:15

8:15-9:00

9:00-9:45

9:45-10:30

10:30-11:30

11:30-12:30

12:30-2:00

Keynotes & Plenary Sessions

7:00-8:00

8:00-8:15

8:15-9:00

9:00-9:45

9:45-10:30

10:30-11:15

11:15-12:00

12:00-12:45

7

Thursday, May 27, 2004

Continental Breakfast — Sponsored by Dendrite

Chairperson’s Opening RemarksPatrick Clinton, Editor-in-Chief, PHARMACEUTICAL EXECUTIVEEvent Co-Chairperson

Keynote AddressPaulo Costa, President and CEO, NOVARTIS PHARMACEUTICALS CORPORATION

Paulo Costa, President and CEO of Novartis Pharmaceuticals Corporation, joined Novartis in 1999. Under his leadership, Novartis has achieved dramatic sales growth in the U.S., the world’s largest pharmaceutical market. He

has assembled a new senior management team, building the company’s leadership capabilities to ensure a top competitive position, and has enhanced its selling and marketing power, doubling its sales force by adding 3,000 new representatives.

Outcomes-Based Marketing: Pharma’s New Burden of Proof

The development of an enterprise-wide focus on definitive and marketable value propositions will be the single most critical factor for the success of drug products and the development of competitive advantage. This panel addresses new approaches and tactics that are helping companies produce product success in an outcomes-driven world.

• Gain insights into the tactics that comprise the new marketing “playbook” in a value-driven world• Develop understandings of what payers, physicians, and patient communities are seeking• Learn how patient-reported outcomes can be used to improve marketing to various customer groups• Identify strategies that can help your company thrive in this new environment

Moderator: Marcus Wilson, PharmD, President and CEO, HEALTH COREPanelists: Tom Albright, Vice President, BOTOX Global Marketing, ALLERGAN

François Nader, MD, Senior Vice President, Medical Affairs, AVENTISKay Scanlan, Director of Reimbursement Strategy, BIOGEN-IDEC

Refreshment & Networking Break — Sponsored by Braun ConsultingOpportunity to Visit Exhibit Hall

The New Branding Model: From Blockbusters to Targeted Therapies

Portfolios are shifting toward more targeted therapies, and companies must re-deploy their sales and marketing resources to leverage the new targeted branding model, including science-driven positioning, smaller but highly-trained sales forces complemented by medical liaisons, close links with advocacy groups and a greater focus on online communications. This panel discussion of industry leaders explores how post-genomic medicine is driving changes in pharmaceutical marketing and sales.

Moderator: Françoise Simon, Professor, COLUMBIA UNIVERSITY BUSINESS SCHOOLPanelists: Julia Brown, Executive Vice President, AMYLIN PHARMACEUTICALS

Cynthia Hogan, Senior Vice President, Ophthalmics, NOVARTISNeil Levine, Senior Director, Ophthalmology and Endocrine Care, PFIZER

Beyond the Arms Race: The Changing Face of the Sales Force—Implications for the FutureCavan Redmond, Executive Vice President and General Manager, Biopharma, WYETHJill DeSimone, Vice President, Specialty & Hospital Sales, BRISTOL-MYERS SQUIBBCharles T. Saldarini, Vice Chairman and CEO, PDI

The ongoing expansion of sales forces continues its upward climb despite reduced physician access and diminishing marginal returns. Many contend that the current model is not sustainable, but what if anything is going to slow the expansion?Will we see a downsizing of the sales force? Will sales and marketing infrastructure changes occur? How will sales representative skill sets need to change in future? This session addresses what’s working and what isn’t in the current sales force model and explores how sales and marketing functions may evolve in the future.

Leveraging Marketing to Win Licensing and Business Development Deals

The “New Drug Drought” is arguably the single greatest problem facing pharmaceutical companies today. This has resulted in an explosion in development partnerships and licensing deals among pharma companies and biotech/discovery labs. The competition for winning deals has never been greater. Pharmaceutical marketing is playing a dramatically increased role by differentiating among potential licensing partners. As companies with promising products shop for the right pharma partner, they carefully examine the marketing strengths and capabilities of potential partners. The marketing departments of pharma companies must distinguish themselves. Demonstrated flexibility, superior strategies, and unique capabilities are qualities that are going to deliver success for both parties. This interactive panel session explores the increasingly critical role of marketing in winning deals and making licensing/business development partnerships work.

Moderator: Stan Bernard, MD, President, BERNARD ASSOCIATESPanelists: Gary Cupit, PharmD, Vice President, Global Business Development and Licensing, NOVARTIS

Vlad Hogenhuis, MD, Executive Director, New Product Planning, MERCKNgozi Edozien, Vice President, Planning & Business Development, PFIZER —invited

2:00-2:45

2:45-3:30

3:30-4:15

4:15-5:15

Thursday, May 27, 2004

Building Better Brands Through Effective Publication Planning: Targeting, Timing and Value Elizabeth M. Mutisya, MD, Senior Director/Clinical Leader, JOHNSON & JOHNSONMarsha Scott, PhD, VP, Director of Scientific Services, PHASE FIVE COMMUNICATIONS

Peer-reviewed journals are an effective and permissible way for pharmaceutical companies to get product information to MDs. Companies that get the right data in the right place at the right time can make a lasting impression on the medical community and on a brand’s potential consumers. This panel will discuss the nuts and bolts of local and global publication planning and execution, including:

• Targeting the right audience at the right time • Data mapping: Building the research story• Choosing and vetting the best publications • Selecting a publications partner• Navigating the mandatory disclosure environment • Keeping internal clients apprised of data and time lines

Refreshment & Networking Break—Opportunity to Visit Exhibit Hall

Best Practices in Partnering with Patients and Patient Advocacy/Support GroupsDiane Blum, Executive Director, CANCER CARE Nancy Holland, EdD, RN, MSCN, Vice President of Clinical Programs, NATIONAL MULTIPLE SCLEROSIS SOCIETYShabnam Kazmi, Director, Oncology Marketing, SANOFI-SYNTHELABO

Although many pharmaceutical companies embrace opportunities to support and collaborate with patient advocacy/ support groups to improve patient and professional education and care in numerous areas, eg., disease awareness, therapeutic options, risk management, compliance and persistency, some collaborations never reach their full potential. This session explores opportunities for improving Pharma-Patient Advocacy/Support Group collaborations, and identifies best practices for successful partnerships. Topics addressed include:

• What to expect when working with patient advocacy groups • Clarifying goals and finding common ground• Launching effective and creative programs• Optimizing the patient advocacy/patient relations structure in your organization

2:00-3:00

3:00-3:30

3:30-4:30

Wednesday, May 26, 2004

Lifecycle Management: Do It Early or Do It Often Shawn O’Brien, VP, Commercial Operations, Emerging Brands, ASTRAZENECA

Diligent lifecycle strategies are essential for maximizing profitability of portfolio products, and must begin at product birth, but how do you create a lifecycle plan when little is known about a compound? How do you avoid common pitfalls of poor lifecycle planning? What are examples of best practices in effective lifecycle management strategies? This session addresses:

• Developing the right product and delivery profile from the start to maximize lifecycle value• Implementing lifecycle management strategies after entry into market to enhance value• How to resource brands toward the end of the lifecycle

Developing a Product Profile to Ensure Differentiation and Deliver Enduring ValueModerator: Neil Matheson, CEO, AXIS HEALTHCAREPanelists: Lance Colwell, Associate Director, Marketing, PURDUE PHARMA

Josh Schafer, Senior Manager, New Product Planning, TAKEDA PHARMACEUTICALS

The target product profile is the primary tool for product differentiation. In this session, we will discuss how to develop a competitive product profile to guide clinical development plans, commercial activities and maximize revenue.

• Developing a competitive product profile — who owns the profile• How to gain buy-in for a product profile across marketing, clinical and regulatory• Utilizing the product profile to guide pre-launch activities• Using the product profile as the basis for product valuation and sales forecasting

Refreshment & Networking Break—Opportunity to Visit Exhibit Hall

Keys to a Successful Launch in Managed Markets: Maximizing Partnerships Between StakeholdersModerator: Marcus Wilson, PharmD, President and CEO, HEALTH COREPanelists: Steve Lo, Senior Director, Managed Care, GENENTECH

Ceci Zak, Director of Customer Marketing, ROCHE

Pharmaceutical product success is increasingly dependent on the decision-making power of payers. Research shows that what Managed Care Organizations and PBMs really want is products with value — and the clinical proof that demonstrates their worth. Payers are increasingly relying on pharmacoeconomic data to guide their formulary decisions, but pharmaceutical companies are not traditionally structured to provide that type of information. What strategies can biopharmaceutical companies implement to deliver such value and ensure optimal formulary positioning and reimbursement? This panel discussion tackles the above topics and more, including:

• Improving the quantity and quality of outcomes data for managed markets• Aligning the interests of patients, providers, payers and pharma• Building partnerships that work between pharma and managed markets

Track A Sessions —Pre-Launch

2:00-2:45

2:45-3:30

3:30-4:15

4:15-5:15

Thursday, May 27, 2004

Ensuring CME Value, Effectiveness and Compliance: What Every Marketer Needs to Know Maureen Doyle-Scharff, Executive Director, Professional Alliances, JOHNSON & JOHNSONDave Riccio, Senior Product Manager, UCB PHARMAJohn Mooney, Chief Executive Officer, PRI-MED

Effective CME illustrates important diagnostic and therapeutic ideas in pursuit of better patient outcomes. For commercial supporters, what does it reap and how should its value be measured? This session addresses the key levers of medical education performance, including such topics as:

• OAG Guidelines: The spirit of the rules and the letter• Measuring the value of med ed programs: What works and what doesn’t • Where the priorities of physicians, patients and commercial supporters converge

Refreshment & Networking Break—Opportunity to Visit Exhibit Hall

Arming Your Sales Force with Competitive Intelligence to Enhance Launch Success Moderator: Steve Levy, Managing Director, FLETCHER/CSI

Competitive intelligence (CI) can enhance sales force effectiveness in numerous ways. This session will cover how CI can be used to provide your sales force with valuable insights into competitors’ product messages to physicians, understand competitors' sales force structures, identify how doctors perceive them and their competitors and provide more accurate forecasts of targets and goals, based on market activities. In addition, the session will cover how to provide the sales force with “what if” scenarios on what the competition will do and how much they will spend—to pre-empt or block messages, as well as who is spending what in the same therapeutic category.

2:00-3:00

3:00-3:30

3:30-4:30

Wednesday, May 26, 2004

Behavioral Segmentation—Beyond Sales Force Effectiveness Moderator: Paul Skinner, General Manager, Data and Analytics Division, DENDRITE INTERNATIONAL

The new longitudinal data sources will create an inflection point in the operations of US Pharmaceutical sales forces. With unprecedented capability to segment different physician behaviors, the new data creates hundreds of new business opportunities where previously there had only been ten segments of market share deciles. The potential of the inflection point stretches beyond the sales force and offers the opportunity to integrate the operations of sales and marketing. Moreover, companies who fail to grasp these integration efficiencies will suffer continued decline in returns from sales force operations. In the high performance, data-driven operations of the 2008 sales force, rapid decision making on the utility of a sales call, with or without a sample drop, versus picking from an array of personalized marketing activities, will dominate over reps camped in the waiting rooms of physicians. Could this ”Point of Infection“ be an opportunity for the mid-market pharmaceutical players to dominate?

Ready to Launch: Keys to Maximizing DTC Effectiveness at LaunchJay Bolling, President, ROSKA DIRECTMichele Dahan, Operations Manager, Relationship Marketing, PFIZER

To maximize DTC investments, marketers must establish a relationship with prospective consumers from the start. That means educating them and turning them into informed, action-oriented patients. This panel discussion explores how the key to successful healthcare communication is not what DTC promotional vehicles to use but how to use them—following proven advertising principles—across the life of the brand, with a special focus on product launch. The panel addresses how to:

• Segment target audiences and determine communication frequency• Adapt core brand message to the mindset of each segment• Generate responses through targeted offers• Use unbranded peer-to-peer messages in conjunction with branded promotions

Refreshment & Networking Break—Opportunity to Visit Exhibit Hall

Maximizing Sales and Marketing Meetings for the Spectrum of Pharma’s AudiencesLisa Becker, PFIZER — invitedLance Converse, CEO, EPHARMALEARNINGScott Gray, President, GRAY CONSULTING INC.

How can pharma companies' sales and marketing teams orchestrate and operate meetings so that they drive attendance, accomplish goals, and stay in compliance, while ensuring cost-effectiveness? This session addresses how to stretch sales, marketing and med ed dollars for effective meetings, and covers the following topics:

• Automating key compliance points in speaker programs from both a marketing and procurement perspective• Driving cost savings in a variety of sales initiated and marketing initiated meetings• Exponentially increasing attendance in Investigator Meetings; assuring that your messaging is received and understood• Tracking auditable results from all vendors and service providers• Leveraging the value of emerging meetings management technology

9

Track B Sessions — Launch

2:00-2:45

2:45-3:30

3:30-4:15

4:15-5:15

Thursday, May 27, 2004

The Next Frontier of DTC: From Advertising to EducationPhyllis Woolley-Roy, Consumer Brand Director, ASTRAZENECARay Sacchetti, Senior Director of Anti-Infective Marketing, BRISTOL-MYERS SQUIBB

New FDA guidances calling for more “patient-friendly” language in print ads have immediate tactical implications, but also point to more long-term changes for pharma marketing. This session will discuss how to respond to FDA’s call for more “patient-friendly” language in print ads. When is it appropriate to make major or minor modifications to the brief summary? How can marketers determine what will work and what won’t? Will this have a real impact on risk communication? What are the effects on TV campaign's referrals to print ads? How can the new regulation affect creativity? The session will also cover new opportunities in DTC disease education and unbranded promotion. What are the most effective strategies for increasing compliance and persistancy? For integrating offline and online campaigns? For leveraging online tactics to get offline results? Join us for a lively panel discussion of trends and opportunities in DTC.

Refreshment & Networking Break—Opportunity to Visit Exhibit Hall

PANEL DISCUSSION: Integrating New Media Tactics with Existing Marketing ProgramsModerator: Elizabeth W. Boehm, Senior Analyst, Healthcare and Life Sciences, FORRESTER RESEARCH

Pharmaceutical marketers have experimented with Internet-based marketing programs ranging from eDetailing to banner ads to online compliance programs. As broader marketing budgets continue to face pressure, Internet strategies are rising to the fore, but marketers face the challenge of integrating new media tactics with old media marketing programs. To succeed, pharma marketers must import new skills in the areas of marketing planning and measurement. To examine this challenge, this panel of industry leaders will explore the following questions:

• What are the most critical first steps in integrating marketing strategies?• What new skills are required for integrated marketing and where will they come from?• How can pharma firms mitigate the risk of exploring new marketing strategies without missing growth opportunities?

2:00-3:00

3:00-3:30

3:30-4:30

Wednesday, May 26, 2004

Maximizing Marketing ROI: Measuring Performance and Adjusting Resource Allocation Strategies Erwin Ephron, Partner, EPHRON, PAPAZIAN & EPHRON, INC.Sunil Garga, President and CEO, MMAPaul Silverman, Director, Media Services, NOVARTIS

Pharmaceutical Marketers are increasingly pressed to make their advertising spending more cost-effective. Return on investment (ROI) modeling, tracing the sales effects of marketing inputs, like advertising, has emerged as a powerful new tool for doing this. This session will discuss:

• What is MROI (Marketing Return on Investment) analysis?• Why has ROI modeling become the tool of choice for sophisticated marketers?• How do major advertisers like P&G, Kraft and Coca Cola, use ROI analysis to shape their consumer marketing?• What does ROI analysis tell us about how to plan advertising?

Making Mature Products Prosper: Reinvigorating an Older or Underperforming BrandJennifer Stahl, Director, Anti-Infective Marketing, BAYER

With shrinking pipelines and other declining revenue drivers, pharmaceutical companies are combing their portfolios in search of opportunities to get more out of existing products and to breathe new life into older or underperforming brands. What are the strategies that companies employ to keep older brands fresh and to boost mature brand revenues? This session addresses:

• Alternative promotion strategies • Repositioning strategies to motivate sales force and customers• Strategic partnerships • Introducing new line extensions and delivery methods

Refreshment & Networking Break—Opportunity to Visit Exhibit Hall

Moving Your Cross-Functional Team to the Next Level of PerformanceHoward Guttman, Principal, GUTTMAN DEVELOPMENT STRATEGIESRobert Hoffman, EdD, Executive Director, Organizational Development, NOVARTIS

Increasingly, the work in pharmaceutical companies is done in teams, especially global product and market platform teams that face ambitious development and growth targets and tight deadlines. The pressure is on to ratchet up performance to significantly higher levels. This session offers a dynamic new framework and the “how tos” for moving beyond business as usual to create teams with the focus and drive to deliver outstanding results. You’ll come away from this interactive, roll-up-your-sleeves session equipped to:

• Assess where your team is on the “Team Development Wheel” • Align your team with the 4 musts of high performance• Manage conflict and create a “Board of Directors” mentality • Develop a game plan for accelerating team performance

10

Track C Sessions — Post-Launch

Silver SponsorsBraun Consulting is a strategy and technology consultingfirm that partners with clients to dramatically improve per-

formance through enhanced customer understanding. Our Healthcare Practice spe-cializes in helping clients in the pharmaceutical, biotech and managed care industriesto leverage the most valuable customer segments, improve marketing and sales per-formance, and develop the infrastructure for success in an increasingly challengingenvironment. We work extensively with global companies, across the entire productlifecycle, in multiple therapeutic areas. Founded in 1993, Chicago-based BraunConsulting has 5 offices throughout the U.S.

Grey Healthcare Group is the world’s fifth largest healthcarecommunications company, comprised of 10 companies in 16countries. GHG’s global companies and resources include

advertising, medical education, consulting, and PR. Its capabilities include profes-sional and DTC/DTP advertising; global medical education; portfolio/lifecycle man-agement and branding; market conditioning; e-commerce/new media programs;consumer healthcare research; point-of-sale prescription data congress and sym-posia management; on-line and off-line CME accreditation; publications planning;and contract sales. GHG uses innovative strategies and creative approaches, andtrains its teams to custom fit ideas and programs for each project. The result is fastermarket uptake and loyalty, and increased market dominance for our clients and theirproducts around the world.

HealthEd is a unique health education agency, building brandsfor major pharmaceutical manufacturers for over 20 years glob-ally. We believe that patient education, when strategically

developed and applied, has the marketing power to build brands. This is the cor-nerstone of our agency, and the core belief around which we launched a brand-newcategory: Educational MarketingTM. Educational Marketing™ is rooted in a philoso-phy built on health education, behavioral science, and strategic marketing, and leadsto tangible increases in market share and patient lifetime value. EducationalMarketing™ programs and products influence physicians to prescribe your brandand motivate patients to take action.

Pharmacy First is the largest national network of independentretail and regional chain pharmacies in the United States. Withover 3,000 pharmacies currently participating in 47 states, the

network currently processes over 100 million prescription transactions annually, rep-resenting more than $7.5 billion in combined prescription sales. As a "virtual chain"of retail pharmacies, Pharmacy First successfully and consistently demonstrates theability to increase patient utilization of brand name chronic-care drugs. The network'spatient adherence programs work to increase therapy days and maximize a pre-scription's total yield, resulting in terrific ROI ratios for brand managers while improv-ing therapeutic outcomes for patients.

PPD Development, the clinical research operating subsidiary ofPPD, Inc., is a provider of development services for pharmaceu-

tical, biotechnology and medical device companies. With global infrastructure, ded-icated project teams, cross-functional therapeutic units and innovative technologies,PPD Development delivers strategic solutions for preclinical programs, Phase I-IVclinical development and post-market support.

Pri-Med is the largest network of continuing medical educationconferences in the US. In 2004, 89 Pri-Med meetings in 45 citiesacross the country will be attended by more than 70,000 primary

care clinicians. Pri-Med CME conferences were introduced in Mexico in 2003, and inGreat Britain in 2004. Pri-Med programs include the Pri-Med Conference & Exhibition,a national primary care conference held in five cities throughout the year, with clinicalcurriculum developed and presented by Harvard Medical School; Pri-Med Updates,intensive two-day conferences in 40 cities; Psychiatry Updates and Pharm-MedUpdates continuing education series for pharmacists.

STRATX is a global strategic marketing consulting firm, servingclients that include GE, Novartis, L’Oreal, Pfizer, Boeing, and

Johnson & Johnson on a worldwide basis. STRATX is a world leader in the deploy-ment of interactive marketing simulation models. Leading pharmaceutical andbiotech corporations use these models to assist with the launch of strategic productsand to build winning, cross-functional brand teams. STRATX has also developed sim-ulation-based solutions that help integrate the R&D and marketing functions andmindsets. These platforms foster extensive teamwork and accelerate the adoption ofan integrated commercialization process. For information, please contact: PhilippeLatapie, Managing Director, STRATX Boston Philippe. Latapie@stratx.com, or tel 617494 1428 ext 129.

The World Congress on Pharmaceutical Marketing would like to thank our sponsors for their support and insights.

Gold SponsorsAXIS Healthcare Communications LLC pro-vides a full spectrum of services to support thelifecycle of your product—from Phase II to

patent expiration—at a global, regional, and local level. Theseservices are provided through centers of excellence in strategicconsulting, analysis and planning, medical communications,medical education, sales training, and healthcare advertisingand promotion, and can be coordinated through a centralaccount management team if appropriate. Originally foundedby Neil Matheson and Lawrence J. Lesser as ApotheComAssociates LLC in 1999, AXIS Healthcare Communications wasestablished as the parent holding company at the beginning of2002. AXIS employs more than 210 people worldwide.

Dendrite International, Inc. (NASDAQ:DRTE) develops and delivers solutions

that increase productivity of sales, marketing and clinicalprocesses for pharmaceutical and other life science clients.Founded in 1986 to provide sales force automation solutions tothe global pharmaceutical industry, the company offers Clinical,Customer, and Brand Management, Sales Effectiveness, andCompliance Management solutions. It provides products andservices to more than 100,000 pharmaceutical sales reps andmanagers worldwide, and serves more than 150 companies,including the top 20 pharmaceutical companies, in more than50 countries. Headquartered in Morristown, NJ, it employsmore than 2,500 people in 23 countries. In 2003, Dendriterecorded revenue of $321 million. For more information, visitwww.dendrite.com.

At GCI, our business is entirely focused onmeeting and event management, programdevelopment and planning, site selection,negotiation and contracting, database and

attendee management, financial/budget planning, and onsiteservices. Ninety percent of our business is within the pharma-ceutical industry and we completed just over 700 meetings in2003, including Ad Boards, Speaker Training, KOL, Investigator,and Global Senior Management. Our proprietary and patentedtechnologies are unique within the industry and cover a broadrange of functions from database management to our DineRxdinner meeting/speaker program management tool. OurMission Statement: “to provide meeting and events projectmanagement that exceeds the customer’s expectation of valueand service.”

Health Core is dedicated to providing real-worldhealth data and customized solutions to helpclients make better decisions about their prod-ucts or services. Founded in 1996, the companyhas unparalleled access to extensive medical

data on tens of millions of patients. Health Core’s IntegratedResearch Network™ (IRN) facilitates prospective and retrospec-tive managed care research with health plans, providers, andplan members. Health Core’s experienced staff measures effec-tiveness, compliance, and safety, as well as the humanistic andeconomic impact of pharmaceuticals, biotechnologies, anddevices. Using this information, Health Core experts provideinnovative insights that help clients realize dramatic increases ingrowth, efficiency, and value.

PDI, Inc. (NASDAQ: PDII) is a premier healthcaresales and marketing company headquartered inUpper Saddle River, NJ. PDI’s mission is to lever-age its pioneering outsourcing expertise intonext-generation sales and marketing services, to

promote maximum profitable brand sales growth and to deliversuperior results to our clients. As the industry leader in commer-cialization outsourcing, PDI’s resources are optimized to helpclients meet these challenges through marketing research andconsulting, medical education and communications, clinicalteams, and sales force solutions to match any portfolio strategy.

GRAY CONSULTING, INC

Premier Event Sponsors To sponsor or exhibit, please contact Sheryl Amada at (212) 951–6751 or samada@advanstar.com

Tuesday, May 25, 2004

Morning Pre-Conference Workshops — 8:30 - 12:00

Workshop Registration & Continental Breakfast

Workshops A, B & C Begin

30-Minute Refreshment BreakWorkshops A, B & C Conclude

Luncheon for Workshop Attendees

8:00

8:30

10:00

12:00

12:00-1:00

Workshop A: Many Tongues, One Voice: Connecting with the Multicultural Audience

Workshop Leaders: Antonio Dagnery, Vice President, Business Development, WING LATINOMichelle Maldonado, PR Director, WING LATINO

Multicultural marketing is no longer a niche concept. With more than $1.3 trillion in purchasing power, the Hispanic, African-American and Asian communities are critical to the success of any program or product.

This workshop will examine the ways pharmaceutical marketers can better reach these audiences, armed with appropriate input and cultural insights. We will discuss the major issues, sensitivities, and challenges companies face in marketing pharmaceutical products to targeted segments of the population.

Attendees will receive practical guidance and insights into how to:• Achieve a better understanding of needs and priorities of multicultural audiences• Deliver more targeted, effective communications• Increase sales to targeted multicultural markets• Contribute to improved health outcomes

Workshop B: Implementing Compliance and Persistency Programs that Work: Driving Brand Loyalty and Better Health Outcomes

Workshop Leaders: Steven Friedman, Executive Director, PHARMACY FIRSTTom Kempisty, Senior Vice President, Strategic Business Development, HEALTH ED

The effects of patient noncompliance continue to pose significant costs to the pharmaceutical industry each year. A successful compliance plan is increasingly viewed as a highly effective tool for both maximizing ROI and driving brand loyalty, while also providing a beneficial component to the patient healthcare spectrum by substantially improving therapeutic outcomes. This workshop explores methods for launching a successful, cost-effective compliance program and provides insight into how patient adherence can be dramatically improved through strategic compliance initiatives, including optimized relationships with key patient influencers such as physicians, pharmacies and caregivers.

The workshop will also examine the growing role of the pharmacist as a medication manager in helping to sustain compliance and persistency in an increasingly patient-driven landscape, as well as the expanded role of specialty pharmacies in maintaining adherence by providing subscribers with optimized access to prescription fulfillment channels and increasing health literacy through online information services.

Topics explored include:• Understanding key motivators that determine patient compliance and persistency• Mitigating the fundamental barriers to patient adherence• Using targeted marketing in influencing risk and benefit perception on the patient level• Connecting the dots between the provider, patient and payer• Leveraging new technologies to help communicate an effective and consistent overall brand message

Workshop C: CME & Pharma: Maximizing Partnerships with Medical Education Providers for Enhanced Outcomes

Workshop Leaders to be announced

The industry-supported CME arena has undergone--and continues to undergo—a period of significant change. As regulatory pressures mount, and new accreditation standards are about to emerge, the relationships between CME providers and pharmaceutical companies are also changing and facing fresh challenges. While strong relationships between pharmaceutical companies and CME providers have always been important in industry-supported CME success, given the increased restrictions on the role of pharma in CME, it is more important—yet more challenging--than ever to maintain and cultivate productive and synergistic relationships between CME providers and industry. This workshop tackles numerous tough questions in an interactive format and provides a road map to how pharmaceutical companies and CME providers can continue to work together in the most appropriate, compliant and effective manner possible.

Topics addressed include:• Understanding the ground rules for provider/industry collaboration• Speaker recruitment: Who is responsible? Can pharma have a role?• Creating a true spirit of partnership: tried and true methods• Anticipating potential conflicts and heading them off• Understanding how better partnerships can create better outcomes

Please visit web site for updates: www.WCPM2004.com12

Pre-Conference Workshops

Tuesday, May 25, 2004

Afternoon Pre-Conference Workshops — 1:00 - 4:30

Workshop Registration

Workshops D, E, & F Begin

30-Minute Refreshment BreakWorkshops D, E & F Conclude

12:30

1:00

2:30

4:30

Workshop D: PRODUCT MANAGEMENT ACADEMY WORKSHOP: Best Practices in Marketing Communication Strategies throughout the Product Lifecycle

Workshop Leaders: Presented by PPD

This workshop provides in-depth coverage of best practices in physician and consumer research and communication initiatives covering all phases of the product lifecycle, from pre-launch through product retirement and/or Rx-to-OTC switch in order to develop the most appropriate marketing message. The workshop will also offer perspectives from a panel of industry experts.

Pre-Launch — Activities to gather data from physicians and consumers including: market research assessments of current physician and patient diagnosis and treatment preferences, health outcomes assessments, disease registries, risk management initiatives, compliance and persistency programs, physician/patient focus groups, as well as data provision back to physicians in order to guide thought process and set the stage for new products.

Launch — Roll-out of messages to physicians and consumers including: messaging key findings back to physicians, consumer education initiatives to ensure effective use of the product, product registry or other data to guide future indications, health outcomes assessments, medical communication strategies (including standard medical information services) and compliance and persistency programs tailored to patient needs.

Post-Launch — Refinement of key messages to keep products current in the marketplace including: educational materialsfor physicians and patients, investigator-initiated trials to explore new indications, continuation of registry, revamping of risk management/compliance and persistency programs, cost-effective analysis to offset competitive challenges, evaluationof potential for Rx-to-OTC switch, as well as programs to re-introduce older products to a changing marketplace.

Workshop E: FEATURES A COMPUTER-SIMULATED BRAND LAUNCH!Understanding the Targeted Biopharma Marketing Model and How it Impacts Your Brand

Workshop Leaders: Philippe Latapie, Managing Director, STRATX INTERNATIONALJohn Wills, Senior Consultant, STRATX INTERNATIONAL

This workshop provides a unique, interactive simulation-based session that allows you to apply and test the new, targeted brand model. In this workshop, you will team up and compete with your peers in a state-of-the art computer simulation of a brand launch.

You will experience how the new, targeted model differs and competes with the blockbuster model, as traditional mass market and targeted therapies maneuver to capture market growth. You and your team will be challenged to make marketing investment decisions to best support the launch of a brand. You will then see the impact of your decisions and how your results compare with those of competing teams. The simulation will illustrate the power of high ROI marketing programs that can be applied to both biobrands and traditional brands. If you are launching a biologic, this is an opportunity to benchmark against best practices. If you are managing a primary care brand, you will learn what to expect from and how to respond to a new breed of competitors.

Workshop F: Sales Effectiveness Forum–Best Practices for Working with Sales

Workshop Leaders: Bob Davenport, Vice President, HAY INSIGHTMichele Goldberg, Consultant, HAY INSIGHT

This interactive workshop will provide participants the opportunity to share best practices and lessons learned in working with their sales organizations. The speakers will present research on the techniques and processes that are proven effective in motivating salespeople to perform at high levels. We will tap into Hay’s extensive research database to offer participants a look at the behaviors and motivational triggers that distinguish salespeople from employees in other functions, and the most effective approaches for marketing to use in working with sales. The session will cover the key elements of successful sales reward and recognition plans, and participants will share attitudes and perceptions about the impact of marketing programs on pharma sales rep behavior. The greatest challenges faced in pharmaceutical marketing today and, more importantly, the most innovative solutions will also be discussed. Participants will be encouraged to share their experiences and best practices.

This workshop will enable you to:• Better understand the needs and motivation of your salespeople• Broaden your view of industry challenges and issues regarding sales force effectiveness• Learn from others how to address some of the greatest challenges in your role• Work more effectively with your sales organization

Media PartnersPharmaceutical Executive is the #1 enterprise-strategy magazine for senior executives and operating managers at pharmaceutical and bio-

pharmaceutical companies. Pharmaceutical Executive’s award-win-ning editorial and top qualified circulation make it the leading sourceof decision-makers across the entire pharmaceutical value chain.

Pharmaceutical Representative is a monthly news-magazine dedicated to providing pharmaceutical

sales professionals, sales managers and sales trainers with reportsand analyses of industry trends, selling skills, government legislation,new drugs and research. Every issue contains sales support data apharmaceutical representative can utilize on every sales call.

Applied Clinical Trials is the first worldwideresource for pharmaceutical and medical

professionals who design, initiate, conduct and monitor clinical trialsin this tightly regulated and highly competitive industry. With circula-tion to more than 16,000 clinical trials professionals worldwide, morethan 62% of whom are in the classical pharmaceutical industry,Applied Clinical Trials delivers substantial industry buying power.

D&MD Publications is the leading provider ofquality market analysis, opportunity assessment,

and tactical guidance filling the ever-changing needs of the life sciences market. For over two decades, D&MD products have beenprepared by experts in the topic field using primary research spanning industry interviews and case studies, as well as secondaryresearch methods gathering the most crucial information for decisionmakers within the pharmaceutical, biotechnology, medical device,and diagnostics sectors. Check out our latest publications, view FREEcontent samples, and much more at www.drugandmarket.com.

AIS’s Drug Cost Management Report provides dataand information gathered from major HMOs andPBMs, coupled with insightful strategic informationon what’s working, and what’s not, and techniques,

trends and tips on current efforts to control soaring drug costs. Formore information call AIS at 800-521-4323 (202-775-9008 in D.C.) orvisit the website at www.AISHealth.com.

Product Management Today is the only publica-tion wholly focused on the marketing needs oftoday's pharmaceutical product managers.

PMT's editorial mission is to provide the product management teamwith practical solutions to today's marketing challenges. Every issuefurnishes important information from industry experts that helps theproduct management team do their jobs more effectively andenables them to react quickly to the ever-evolving health care marketplace. The emphasis on practical, day-to-day solutions hasmade PMT a valuable tool to the product management team.

Supporting AssociationsCelebrating its 70th Anniversary in 2004, theHealthcare Marketing & Communications Council(www.HMC-Council.org) continues to serve as the

recognized educational resource for the healthcare marketing professional. Members receive career development opportunities,the annual Directory, and a monthly newsletter, in addition to the lowest available rate for educational programs. Educational offeringsare directed to professionals at all career levels through monthly seminars, the Product Manager Development Program, AccountService Development Program, Practical Marketing Skills Seminarsand the organization flagship, the Management DevelopmentProgram at Dartmouth, now in its 42nd year. The Foundation alsoawards three scholarships and has an internship program.

The Healthcare Businesswomen’s Association(HBA) (www.hbanet.org) is a national non-profitprofessional organization dedicated to further-

ing the advancement of women in the healthcare industry.Headquartered in New Jersey with chapters and affiliates throughoutthe country, the HBA provides educational opportunities to developcutting-edge industry knowledge and leadership skills; recognizesoutstanding women in the industry; provides opportunities for net-working; creates greater visibility for women in the industry; fostersmentoring relationships; and serves as a conduit for research oncareer advancement issues.

The Incentive Marketing Association (IMA) is theindustry voice of the incentive and recognitionmarketplace. IMA provides education and

information services, publications, conferences and seminars, andresearch to businesses to help them effectively use incentive programs to motivate employees and customers. IMA is comprisedof strategic industry groups, including the Incentive Gift CertificateCouncil, the Incentive Manufacturers Representatives Alliance, theIndependent Representative Council, the Performance ImprovementCouncil and the Online Incentive Council. More information aboutthe IMA, our Strategic Industry Groups, member benefits and theincentive marketplace is available at www.incentivemarketing.org.

The mission of the Coalition for HealthcareCommunication is to promote the free exchangeof scientific and medical information. In particular,

it is essential that healthcare professionals, and the general public,receive truthful, accurate information regarding pharmaceuticals,medical products, and patient care. This mission is accomplishedthrough the cooperative efforts of volunteers who mobilize interestedparties and create interaction with the controlling bodies. The endresult is a better educated public for the betterment of healthcare.

Audience response system furnished courtesy of RSi Communications.

Media Partnerships and Press PassesTo inquire about becoming a Media Partner or to request a presspass (available for credentialed members of the press only) for theWorld Congress on Pharmaceutical Marketing, please contactJeff Jowdy, at 917-326-6243 or at jjowdy@advanstar.com.

Sponsoring Media Partner

For 86 years, Forbes has provided business decision makers with predictive and pre-emptive editorial that has a distinctpoint of view. Our editorial voice attracts a community of bold individuals bound together by an unshakable belief in thespirit of free enterprise. They are entrepreneurs, investors and business leaders who rely on Forbes to help them achievebusiness and personal success. Forbes: Capitalist Tool. Never Settle. www.forbes.com.

Premier Exhibitors

skyscape

4 EASY WAYS TO REGISTER:

CALL Toll Free (888) 622-6611

FAX (218) 723-9122

WEB www.WCPM2004.com

MAIL REGISTRATION FORM TO:World Congress on Pharmaceutical MarketingP.O. Box 6469Duluth, MN 55806-6469

*Special Rate for Pharmaceutical Company Product Managers: 15% off above fees (*Company and title must be verifiable)

You may pay by check, Visa, MasterCard, or American Express. Please make checks payable to “Advanstar Communications” and write the name of the delegate(s) and the conference name on the face of the check. After May 18, 2004, all registrations must be completed on-site.

DATES: May 25-27, 2004

VENUE: Wyndham Franklin Plaza Hotel, 17th & Race Streets, Philadelphia, PA 19103

Phone: 215-448-2000*

HOTEL RESERVATIONS: In order to obtain the special conference rates, all hotel reservations should be made through the conferencehousing agency. Please visit www.WCPM2004.com to make your reservation. If you need assistance, please call the conference housing agency at 866-889-9640 (US & Canada) or 404-584-7458 (International) or send an email to wcpm@ambassadors.com. The hotelwill not accept individual calls for room reservations at the conference group rate.

TRAVEL ARRANGEMENTS: DELTA AIRLINES is the official carrier for the World Congress Congress on Pharmaceutical Marketing.Receive a 5% discount off the lowest applicable fare or a 10% discount off mid-week coach fare. By purchasing your ticket at least 30 days in advance on DELTA, you will receive an additional 5% discount. HERTZ Rental Car is also offering exclusive discounts to conference participants.

DELTA AIRLINES: 800-241-6760 (Meeting ID DMN 197621A)

HERTZ CAR RENTAL: 800-654-2240 (CV # 02260006 )

All speakers and topics listed are confirmed as of press time. When speakers must cancel due to unforeseen circumstances, Advanstar makes every effort to find an appropriate replacement speaker to present the scheduled topic.Press permission must be secured prior to the event. The press may not quote speakers or delegates unless they have obtained their approval in writing. Any disabled individual desiring an auxiliary aid for this conference should notify Advanstar at least 3 weeks prior to the conference.

REGISTRATION INFORMATION

Registration fees include Conference Sessions, Continental Breakfasts, Luncheons, Refreshments, Cocktail Receptions and theConference Documentation Book. Travel and lodging arrangements are the sole responsibility of the registrant and not included in the registration fee. Please allow 2 business days for processing of documents.

EARLY REGISTRATION STANDARD REGISTRATION ON-SITE REGISTRATION

Until March 31, 2004 April 1-May 18, 2004 After May 18, 2004

Conference Only $1595 $1695 $1795

Conference Plus 1 Workshop $1895 $1995 $2095

Conference Plus 2 Workshops $2195 $2295 $2395

TERMS AND CONDITIONS: Contact information you provide on this form may be shared with other conference attendees and sponsors to facilitate networking and building professional relationships and by the organizers to inform you about this conference, other events and relatedinformation. Please contact us in writing if you do not want this information shared. All participants must wear their name badges at allprograms/functions held in conjunction with the conference. Spouses and Guests are not permitted unless fully registered. Conference manage-ment reserves the right to qualify all registrants and allow or prohibit anyone from attending this event. Topics, speakers, agenda, networking andother conference events are subject to change without notice.

CANCELLATIONS AND REFUNDS: Cancellations are by written request only and apply to the policy in effect on the date the notification isreceived in the Conference Registration Department. Cancellations must be postmarked on or before May 11, 2004 and are fully refundable lessa $100.00 per person processing fee. Cancellations received after May 11, 2004 are non-refundable. Registrations are transferable with writtennotice up to May 18, 2004. Should any balance remain unpaid the purchaser agrees to pay costs incurred for collection. If for any reason,Advanstar must cancel this conference, Advanstar is not responsible for covering airfare, hotel or other costs incurred by conference registrants.

*This number is for general hotel information only. Please follow hotel reservation instructions below to receive special conference group rate.

CONFERENCE REGISTRATION FEE SCHEDULE:

BOOK EARLY TO ENSURE

ROOM AVAILABILITY!

15

ACHIEVING SUPERIOR PRODUCT & FRANCHISE PERFORMANCEMay 25-27, 2004 c Wyndham Franklin Plaza Hotel, Philadelphia, PA

4 EASY WAYS TO REGISTER:

CALL Toll Free (888) 622-6611 MAIL REGISTRATION FORM TO:

FAX (218) 723-9122

WEB www.WCPM2004.com

WORLD CONGRESS ON PHARMACEUTICAL MARKETING REGISTRATION FORMPlease complete and return this entire registration form to Customer Service

First Name: Last Name:

Title: Company:

Address:

City: State/Province: Zip/Postal Code:

Phone: Fax:

Email: Source Code:

CHECK: # Check made payable to “Advanstar Communications”

CREDIT CARD: (Check One Only) American Express MasterCard Visa (Charges will appear as Advanstar, Duluth, MN)

Card No.: Expiration Date:

Name on Card:

Total Amount:

Card Holder’s Signature:

Please send me more information on Sponsorship and Exhibition OpportunitiesPlease include me in Advanstar’s Preferred Customer E-Mail program to receive conference announcements and updates via e-mail

___ A & D___ A & E

___ A & F___ B & D

___ B & E___ B & F

___ C & D___ C & E

___ C & F

World Congress on Pharmaceutical MarketingP.O. Box 6469Duluth, MN 55806-6469

MORNING PRE-EVENT WORKSHOPS:A: Many Tongues, One Voice: Connecting with the Multicultural AudienceB: Implementing Compliance and Persistency Programs that WorkC: CME & Pharma: Maximizing Partnerships with Medical Education Providers

AFTERNOON PRE-EVENT WORKSHOPS:D: Best Practices in Marketing Communication Strategies throughout the Product LifecycleE: Understanding the Targeted Biopharma Marketing Model and How it Impacts Your BrandF: Sales Effectiveness Forum–Best Practices for Working with Sales

Conference Plus Two Workshops: Choose One Set

___ A ___ B ___ C ___ D ___ E ___ F

Conference Plus One Workshops: Choose One Set

Conference Only

WC07