Digital Pharma Conference Agenda

Digital

Pharma

Accelerating to the Next Generation of Marketing with Web 2.0, Consumer Generated Content, Social Media and much more! Hear from the Following Leading Pharma Marketers on these Cutting Edge Topics: KEYNOTE ADDRESS

Impacts of Digital Marketing Effectiveness Beyond Traditional Marketing Successes Stefan Oelrich, Vice President & General Manager, Women’s Healthcare, Bayer HealthCare Pharmaceuticals

How the Internet & Web 2.0 have forever changed the Conversation between Corporations and Consumers Bob Harrell, Director, E-Marketing, Shire

An Examination of Social Media: Corporations and Blogging-A Healthy Match? Mark Monseau, Director, Media Relations, Johnson & Johnson

Database Disease: Why Companies Choose Technology Over Progress, and How We Can Deliver Both Kim Milnes, Director, Commercial Support, Bayer HealthCare Pharmaceuticals

The Digital Core: Building Your Plan from the e-Side-Out Joe Shields, Product Director, ENBREL, Wyeth

Death of the One-off : Collaboration With Cross Functional Teams to Build Breakthrough On-Line Applications Spanning the Entire Global Organization Joy Appen-House, Manager, Global eBusiness, Abbott Labs

Event Highlights: • A Point/Counter Point Interactive Debate (Featuring J&J & Pharma Marketing News): Why Pharma should Embrace Web 2.0 vs. Why the Industry should Play it Safe and Hold Off for Now • Panel Discussion: The Future of Marketing: Where “e” is indistinguishable from the Old Channels • Understanding Online Communities: The Physician/Patient Perspective • A Discussion of the Vision of Digital as it Pertains to the Customer Experience • Creating Synergy with Public Relations and eMarketing to Deliver a Real Impact

To register call 866.207.6528 or visit us at www.exlpharma.com

Register before Sept 14 for Maximum Savings

The Only Event Focusing on Web 2.0 and it’s Impact on Pharmaceutical Marketing October 22-24, 2007

The Westin Princeton • Princeton, NJ Featuring: Two Pre- Conference Workshops Workshop A: The Basics of Web 2.0: A Primer on the Revolutionary Components that Have Changed Communications Between Key Stakeholders Mark Gleason Managing Partner HyGro Consulting Group

Workshop B: Measuring the Value: Goals and Expectations-How to Gauge the New eMarketing’s Impact on Your Bottom Line Blane McMichen eMarketing Consultant Eli Lilly

With Participation from the following companies: Pharmaceutical, Biotech & Medical Device Companies: Abbott Bayer HealthCare Pharmaceuticals Inc. Bayer Schering Pharma Eli Lilly Genentech Johnson & Johnson Medtronic Novo Nordisk Shire Wyeth

Agencies & Other Leading Companies: About.com American Cancer Society eScholastic HealthEd IMC2 Marketing Technology Solutions Pharma Marketing News Rosetta Sermo (Online Physician’s Community) Vibrant Media Wunderman Thank you to our Sponsors

Digital

Pharma October 22-24, 2007

Mission Statement Digital Pharma takes the “e” for Electronic and pushes it forward into the Digital Era. This event strives to bring the industry into the next generation of marketing, sales, and media.

The Westin Princeton • Princeton, NJ

Who Should Attend? This conference is designed for professionals from pharmaceutical, medical device and biotech companies with responsibilities in the following areas: • • • • • • • • • • • • • • • • • • • • •

Marketing & Sales Digital Marketing Relationship Marketing eBusiness/eMarketing Integrated Solutions Advertising & Promotion DTC Marketing Brand Management Product Management eDetailing ePromotions eBusiness Internet Communications Information Technology Information Systems Strategic Planning Project Management Special Projects Customer Service Privacy Officers Regulatory Affairs

This conference may also be of interest to: • Vendors, consultants, and organizations that specialize in Pharmaceutical Interactive Marketing • Online communities, content sharing sites

Dear Colleague, We have never been so excited about a conference in all the years that we have been working in this industry. It seems that we are catching the wave just as it is cresting, and we look forward to riding it with all of you. Make no mistake-the internet is nothing new, but the industry needs to explore more fully the phenomenon known as Web 2.0, and all its implications for communicating with patients and physicians. Pharma Marketers do not need yet another “eConference” that raises the same old points and takes the same approach year after year. Digital Pharma is a second generation conference for a new era of the most powerful communications tool ever created. This event will help breath life into a topic that is now so firmly entrenched in Pharma that the terms “eMarketing” and “Internet” are rapidly disappearing from job titles. We can no longer differentiate the “e” from traditional marketing. They are one and the same. The silos have been broken. Pharma has been slow to adapt to new trends and technologies, and rightfully so, as it needs to be cautious. However, things are now moving fast and marketers are ready for a conference that embraces the most cutting edge developments and puts them in the spotlight. Welcome to Digital Pharma! Best,

Jason Youner Conference Director ExL Pharma [email protected]

Kristen Hunter Team Leader, Product Development Exl Pharma [email protected]

Monday, October 22 Pre Conference Workshops 8:00 Registration for Workshop A

1:00 Registration for Workshop B

9:00 Pre-Conference Workshop A The Basics of Web 2.0: A Primer on the Revolutionary Components that Have Changed Communications Between Key Stakeholders

1:30 Pre-Conference Workshop B Measuring the Value: Goals and Expectations-How to Gauge The New eMarketing’s Impact on Your Bottom Line

• What are Social Networking Sites? How do they Work? Why are they the Most Significant Development in Healthcare Communications in the Past 50 Years? • Back to the Basics: The Anatomy of a Blog and its Place in Health 2.0 • Understanding Consumer Generated Content and how it Impacts the Dialogue Between Patients, Physicians & Pharma

With so many new ways to present your product benefits, you need to know what to expect from your investment. Learn How Digital Targeting Strategies Can Help You Be More Efficient With Marketing Spend. This interactive workshop will allow you to exchange ideas and teach you how to convert common measures into meaningful business metrics. • Allocation Of Digital Pharma Budgets: Determining Which Interactive Mediums Have The Largest Impact On Your Brands and How to Add Incremental Value Through Integration to Extend Reach. • Test to Prove the Concept and Prepare to Scale-Will it Provide the ROI necessary to Forever Alter Media Spend? • What Metrics are Currently in Place and How Will They Change as our Marketing Programs Change?

Mark Gleason, Managing Partner, HyGro Consulting Group

Blane McMichen, eMarketing Consultant, Eli Lilly 12:00 Luncheon for Workshop A Attendees and Speakers

12:00 Luncheon for Workshop A Attendees and Speakers

4:30 Workshop Day Concludes

4:30 Workshop Day Concludes

Tuesday, October 23rd - Main Sessions Begin 8:00 Conference Registration & Continental Breakfast 8:30 Chairperson’s Opening Remarks Keynote Address!

8:45 Impact of Digital Marketing Effectiveness Beyond

Traditional Marketing Successes

• Evolving eMarketing: How eMarketing Strategies Can Now Help Lead Traditional Marketing

Tactics for the Pharmaceutical Industry • Next Generation eDetailing: It’s Providing More than One Vehicle for the Physician, its Providing Multiple Choices and Multiple Reach • Viral Marketing: Digital Targeting Strategies: Help You Be More Efficient With Marketing Spend • Efficiency Parameters: With Proper Success Criteria, Results from eMarketing Can Help Formulate Brand Strategies Going Forward • Regulatory Constraints: Even with the Strict Regulations, Pharma Companies Can Supply the Consumer Need and Demand for Web 2.0 Initiatives

Stefan Oelrich, Vice President & General Manager, Women’s Healthcare, Bayer HealthCare Pharmaceuticals Inc. 9:30 Catching the *Cluetrain - How the Web is (Re)Humanizing

Enormous Change Challenge Ahead….Oops, it’s Already Here! • Three Actions You Can Take Immediately to Get on Board and Catch the Cluetrain.

Bob Harrell, Director, eMarketing, Shire Pharmaceuticals

*Refers to the best-selling book The Cluetrain Mainfesto by Locke, et al, published in 2000, which asserted a return to “marketplaces as conversations” as they had always been prior to the industrial revolution.

10:15 Mid-Morning Networking & Refreshment Break 10:45 Database Disease: Why Companies Choose Techno-



logy Over Progress, and How We Can Deliver Both

Digital marketers can contribute to their companies’ success in ways that go far beyond the Internet, and far beyond Marketing. Our unique skills and positioning mean unique insights and opportunities, and we have an obligation to leverage them for the good of the company. • Learn Why Companies Look to Technology to Solve Human Problems • Understand the Risks and Benefits of this Habit • Recognize the Signs in Your Own Organization • Learn How to Help Solve your Companies Stickiest Problems and Deliver Successful Digital Solutions.

our Markets and Changing the Rules for Pharma

Kim Milnes, Director, Commercial Support , Bayer HealthCare Pharmaceuticals

Forever, Ushering in a New Era of Transparency and an Uncharted Regulatory Frontier • How Authenticity will Become the New Competitive Advantage for Organizations who Com mit to it -- and a Major Blind Spot for Those who Don’t • The Challenges and Opportunities for Pharma Marketers in this “New” Environment • Strategies for Building Influence and Advocacy Inside your Organization to Tackle the

11:15 Letting Patients Guide Your Digital Marketing Plan

• Why the Traditional Firewall Between Pharma and its End Users (Patients) is Dissolving

• Determine How to Effectively Meet Your Segment Market by Understanding Which Channels Best Communicate Target Messages • Define a Media Roadmap to Reach Potential Targets and Keep them Actively Engaged at Touchpoints

Tuesday, October 23 Case Study of an Online Physician Community 1:30 Uncovering the “A ha!” moments on your Website 11:45 How MDs are Both Seeking and Jumping on New Web Sharing information is the first step in creating an educational, useful, and motivating website.



2.0 Technologies to Communicate & Collaborate

Whether it is the introduction of dedicated hospitalists, increased time and performance pressures, or more outpatient procedures, physicians rarely, if ever, spend time in the hospital anymore. The doctor’s lounge is essentially a thing of the past. Add to that the fact that most physicians practice in small group settings of 2-3 physicians (that latest research indicates that nearly 75% of office-based physicians are working alone or in small group practices), it is quite understandable why physicians are finding it increasingly difficult to collaborate and share knowledge with each other. New Web 2.0 technologies are filling this void. Dive into a Physician Community with its Founder and CEO-Physician to Explore how Web 2.0 is Changing the Way Physicians Collaborate with Each Other: • See how Physicians are Utilizing Web 2.0 Technologies to Exchange the Latest Insights and Improve Patient Outcomes • Discover how Social Media is Accelerating New Trends and Insights on Medications and Treatments • Weigh the Speed and Power of Peer-to-Peer Network Interaction to Improve the Quality of Patient Care and Public Health Overall • Physicians are Taking the Flow of Information into their Own Hands, Redefining how and When they Want to Gain Clinical Knowledge and Leveraging Social Networking Technolo- gies for a New Level of Peer Review.

Daniel Palestrant, Founder & CEO, Sermo 12:15 Luncheon for Conference Delegates & Speakers Luncheon Address:

A Discussion of the Vision of Digital as it Pertains to the Customer Experience

• Learn Best Practices from the e-division of the world’s largest publisher and distributor of children’s books • Hear eScholastic’s Philosophy that all Online Touch Points Must be Used to Enhance the Quality of the Customer’s Overall Experience . Ciaran H. Bossom, Vice President, Marketing/Customer Experience, eScholastic

However, if not handled properly, information can often turn into information overload. On many Web sites, it’s hard to know where to look, what to read, and how to find the key points. The information is overwhelming and therefore, the educational opportunity is lost. In this workshop, we will explore how to share and present information so that it is truly educational. We will cover the following: • How to use interactivity and multimedia effectively • Ways to improve usability and comprehension • Techniques to make the information stick • Examples of complex information displayed in ways that make the “point” jump out

Barbara Pagano, SVP, Digital Development, HealthEd Panel Discussion

2:00 The Paradigm shift: Web 2.0 and the New Era Of

Pharmaceutical Marketing

• How to Approach the New Wave in Online Communications • Talking To Individuals Not Markets: How the Digital Era Has Forever Altered the Way We

Approach Pharmaceutical Marketing

Panelists: Len Starnes, Head of Global E-Business, Primary Care, Bayer Schering Pharma Donna Mastropietro, Manager, eCRM Division, J&J Richard Meyer, Senior eMarketing Manager, Medtronic

Panel slots available: If you would like to gain excellent exposure for your company by being a panelist please contact Jayson Mercado at [email protected] or (212) 400-6236

2:45 MID-AFTERNOON NETWORKING AND REFRESHMENT BREAK

Track A - The Digital Influence on Sales and Marketing Track B - Applications of New Technologies 3:15 Driving “Hi-Water Mark” Results Through Innovative and Integrated Online/Offline Strategy and Creative

This session will present a real-world case study of an innovative program that uses digital marketing to its fullest potential. Discover how GlaxoSmithKline’s alli™ turned the newest over-the-counter weight-loss brand into an overnight sensation by combining up-to-theminute behavioral change insights with the newest emerging approaches to digital and relationship marketing. imc²’s Karen Carr will present greater detail on this approach, its results and how it could be applied elsewhere. • How to Create Brand Experiences that Emotionally Connect - in an Environment Where Over-Promising and Under-Delivering are Commonplace • How to Leverage the Online Channel to Capture and Engage Prospects Where They Are • How to Turn Carefully Executed Creative Strategy and Individualized Brand Experiences Into Breakthrough Results • How to Focus on and Incorporate the Role of Education to Ensure Product Success • How to Build Trust with a Brand through Transparency

3:15 Creating Trustworthy Web 2.0 Strategies that Serve

and Engage your Audience

• Adapt and effectively communicate by leveraging consumer generated content and social

networking • Establish your brands with health-conscious consumers through relevance driven convenience right place, right time • Reach your consumers with relevant content and brand messaging • Educate your consumers on pressing health issues through new channels to provide targeted marketing opportunities

Paul Cimino, Senior Vice President, Research & Development, Marketing Technology Solutions 4:00 The Digital Core: Building Your Plan from

the e-Side-Out

Ben Lei, Group Manager, eMarketing, Genentech

Today, pharma brand managers have many choices to best allocate their limited resources. One approach is to start with a digital core, leveraging the precise targeting and efficiencies of digital media, search, databases and online communities. From there one can continue to build a plan that leverages the strengths of complementary offline channels to reach prospects and customers. Learn to: • Retool your Tactical Planning Process From the Inside Out • Leverage your Customer Insights about Media Consumption • Align your Internal and External Partners Around the Digital Core • Politely Correct Your Colleagues When They Still Call the Internet a “New and Emerging Channel”

4:45 How Consumers are controlling their media and

Joe Shields, Product Director, ENBREL, Wyeth

Karen Carr, VP, Strategy, IMC2 4:00 Challenges of eMarketing for Niche Markets

• Targeting Specialty Professionals versus Primary Care • Direct-To-Patient (DTP) vs. DTC • How agencies can succeed (and win more business)

advertising consumption through DVRs, Satellite Radio, Ad Filtering Technologies and now, the Internet.

Vibrant Media will demonstrate how today’s’ pharmaceutical manufacturers are using words and phrases as triggers inside of relevant web content to deliver user-initiated video advertising to engage users across the internet. • Why advertisers no longer need video content to deliver video advertising. • Discover how the ability to deliver 250 million video ads using brand advertiser words and phrases inside relevant web content has started a revolution that has given users control over when they view video advertising.

5:30 Cocktail Reception Begins

5:30 Cocktail Reception Begins

Wednesday, October 24 8:30 Chairperson’s Recap of Day One

8:30 Chairperson’s Recap of Day One

8:45 Precision Marketing: Bringing Together Sales and

8:45 Death of the One-off : Collaboration With Cross

The Closed Loop Marketing (CLM) view of the customer will allow sales & marketing to deliver a more specific message. The components of CLM come from sales, marketing and finance. In today’s world most of the components sit in their own silos which adds value only to the group in that silo. • Explore how Bringing Everything Together Allows Both Sales and Marketing to Have a True Picture of the Customer; Therefore Having the Ability to Have a Greater Impact on Them • Learn How to Bring Together the Key Elements of CLM to Allow for Robust Metrics • Metrics will Give Marketing Insight into How the Reps are Delivering the Marketing Materi

• Creating Profitable B2B Customer Value: Using the Internet Channel to Deliver the Virtual Services Your Target Markets Really Want (not necessarily the ones you initially think you should make!). • Case Study: How We Doubled AbbottDiagnostics.com Traffic in Two Years Through Strategic eMarketing and Promotional Programs, While Gracefully “Retiring” our Customer-Facing One offs. • Learn How By Working with Area Marketing, Scientific Affairs, Compliance, IT and Other

Marketing Data to Create One View of the Customer

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Functional Teams to Build Breakthrough On-Line Applications Spanning the Entire Global Organization

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Wednesday, October 24 als, and With This Data They Can Analyze What is and is Not Working and Make the Ap propriate Changes to Allow the Message to be More Impactful • Discover How Sales will Have Insight Into Their Customers Most Common Needs and be Able to Customize the Message Being Delivered to This Specific Customer J&J has a vision of CLM, but has just begun to implement small parts of the big picture. CLM will allow J&J the ability to see each encounter with a customer and therefore allowing them to understand the customer better. With this better understanding sales can deliver the right message, at the right time, the right way, with the proper follow-up.

Donna Mastropietro, Manager, eCRM Division, J&J 9:30 Personalized Marketing 2.0: How Enhanced Connectivity Can Drive Measurable Business Results

• Learn the operating principles of successful marketing in the changing environment • Understand how brands can leverage two-way dialogue with consumers and physicians to

build value • Selected case studies of enabling connectivity for patients and physicians to generate measurable business results

Nora Schultz, Partner, Rosetta 10:15 Mid-Morning Networking & Refreshment Break 10:45 Creating Synergy with Public Relations and



eMarketing to Deliver a Real Impact

Departments and Industry Societies, the Global eBusiness Group Facilitated Several Indus try-Leading, Multilingual Educational Scientific Webcasts, Providing Abbott Accounts with a Valuable CME Opportunity

Joy Appen-House, Manager, Global eBusiness, Abbott Labs 9:30 Leverage the Internet to Reach Patients and Caregivers

Learn about innovative ways for reaching your target audience through custom internet programs. This session demonstrates how traditional disease awareness techniques, combined with Web 2.0 approaches, are rapidly gaining acceptance as a way to effectively reach and engage users and caregivers. • Find How Users and Their Caregivers Perceive and Interact With, Health Information on the Web • Identify What Types of Online Programs Technologies, are Most Effective at Building Brand Awareness and Attracting Users and Caregivers • Hear Examples of Campaigns that Have Effectively Integrated These Strategies and Tech- nologies to Successfully Reach all Parties Involved in Healthcare Decision Making

Marjorie Martin, General Manager, About.com Health 10:15 Mid-Morning Networking & Refreshment Break 10:45 The Mission Perspective: Next Generation Marketing



in Practice at American Cancer Society

• Mobile Marketing and Mobile Search for Clinical Trial Promotion and Enrollment. • New Generation of Mobile Health Kiosks: Using Flex and Personalization to Deliver Health

Information Via a Kiosk

• Review Tactical Integration of Online and Public Relations Initiatives • ACS’ Use of Flash to Develop Clinician Portals and Analytics to Track Flash Based Marketing • Discuss Impact of Celebrity Spokesperson in Online Media and Public Relations Efforts and Establishing Appropriate Key Performance Indicators (KPI’s) • How Event Marketing Can Create Great Synergy with Online Activities • Hear an Overview of Shire’s Activities with a Celebrity Spokesperson and Creating Awareness Adam Pellegrini, Strategic Director Online, American Cancer Society

of ADHD Among Consumers Utilizing Event Marketing, a Celebrity Spokesperson, Public Relations, and Online Activities

Mike Boken, Brand Director, Senior Product Director, Adderall XR/Vyvanse, Shire 11:30 Improving Sales, Marketing and Training Effective



ness through the use of Digital Technology (Tablet PC, iPod/Smart Phone, Internet)

This case study explores three different technology approaches (hardware and software) to improving pharmaceutical sales representative’s effectiveness at delivering high impact product sales presentations consistently and in full compliance with regulatory requirements. • Sales Representatives – Winning the “Hearts and Minds” of the Sales Representatives to Embrace Digital Technology • Product Marketer / Sales Trainer – Exploiting New Channels for Delivering High Impact Digital Promotion and Training • Physician/Customer – Impact of Digital Promotion on Perception of Sales Representative and Sales Message • Three Technology Approaches Compared - Tablet PC & ProScape Software, iPod/Smart Phone & LiquidTalk, Internet & LRN • Pros and Cons of Different Approaches

Michael Burke, Vice President of Sales and Marketing, Ovation Pharmaceuticals Tracks End-Main Sessions Reconvene

11:30 How Consumer Generated Media (CGM) Influences



Health Decisions and Paves the Way for a New Era of Healthcare Communications

• Understanding “Radical Transparency”: Where Web 2.0 is About Connecting Your Customers not Pushing Information • An Overview of Consumer Generated Media (CGM); Consisting of Blogs, Message Boards, Chat Rooms, Reviews of Products on Commercial Sites, Online Chat Groups and Third Party Websites • Hear an Insider’s Viewpoint on What it Means to be a Pharma Industry Blogger and Where Blogging is Taking Us as Communicators and Marketers • The Evolution of CGM into the Most Trusted Form of Advertising: How will blogging affect the relationship between Pharma and patients/consumers • What can Pharma Do to Embrace Web 2.0 and CGM? Richard Meyer, Sr. eMarketing Mgr, Medtronic and Blogger, “The World of DTC Marketing”

Speaking slots available: If you would like to demonstrate your expertise in front of the Digital Pharma audience please contact

Jayson Mercado at 212 400 6236 or [email protected] Tracks End-Main Sessions Reconvene

Wednesday, October 24 Tracks End · Plenary Sessions Reconvene 12:15 Luncheon for Conference Delegates & Speakers Luncheon Address:

Understanding Online Communities: The Physician/Patient Perspective

How can we bring cutting edge technical medical care to the average patient? By using the Internet to give the power of knowledge to everyone who needs it. With this information patients have more control of their medical care and will feel that their destiny is in their hands. The patient is his/her own best advocate- however advocacy requires knowledge. Being part of the medical community eliminates feelings of isolation and fear. Online communities are providing the forums needed for this to occur. “Unity is Strength, Knowledge is Power, Attitude is Everything” (From the Manifesto of the Lance Armstrong Foundation)

• Gain a Unique Perspective Into the Power of Online Communities with a Patient/Physician who is Very Active in (and Serves as a Medical Advisor For) ACOR.org (Association of Online Cancer Resources), ACKC (Action to Cure Kidney Cancer) and Cyclists Combating Cancer • Learn How Online Communities are Empowering Patients Like Never Before, and Providing a Beacon of Hope and Support Kenneth D. Youner MD, Retired Gastroenterologist of 28 Years, Kidney Cancer Survivor Patient Advocate, Livestrong Foundation & Action to Cure Kidney Cancer Taking a Careful Approach to Web 2.0

1:30 An Examination of Social Media: Corporations and

Blogging-A Healthy Match?

• Developing an Understanding of the Blogging Community • Learn What These New Applications Mean to You, Your Brand and Your Company • Identifying the Risks and Opportunities of Working with Bloggers • Working with the Organization to Educate, Inform and Ensure Alignment • Discover the Role for Corporations in the Healthcare Blogosphere Mark Monseau, Director, Media Relations, Johnson & Johnson A Point/Counter Point Interactive Debate 2:15 Why Pharma Should Embrace Web 2.0 vs. Why The

Industry Should Play it Safe and Hold Off for Now

Join a pharmaceutical industry corporate communications manager and an industry blogger in a debate of the issues surrounding the use of Web 2.0 technology – blogs, social networks, other user-generated content sites – by the pharmaceutical industry for marketing, corporate communications, and public relations purposes.

• Taking the Point is John Mack, a well-known publisher and blogger in the Pharma Blogo sphere™, who argues that it is time for pharmaceutical companies to use the new Web 2.0 tools available to improve its marketing and public image. • The Counter Point position is taken by Marc Monseau, Director of Media Relations at John son & Johnson, who will discuss the regulatory, legal and other concerns that require a cau- tious approach to use of Web 2.0 by Pharma. 2:45 MID-AFTERNOON NETWORKING AND REFRESHMENT BREAK 3:00 After the Click ™ - A Scientific Approach to Online

Marketing

Search Engine Marketing is a critical strategy for today’s healthcare marketers. But did you know that 96% of the money spent on search leads to lost opportunities and abandoned or aborted searches? That’s because it is generally about buying traffic vs. engaging with that traffic and establishing a relevance-based dialogue leading consumers to take action. The After the Click ™ approach:

• Identifies your consumer segments and understands the origin of your visitors. • Intelligently welcomes visitors, no matter how they reach you, and leads them through the

conversion cycle, including lead generation, survey completion etc: • Constantly tests and optimizes offers, messaging and content so it is fresh, relevant and compelling. • Listens to customers using sophisticated web metrics and responds to the feedback. • Uses predictive and behavioural analytics to understand online behavior.

Mark Taylor, EVP, Digital Marketing Solutions, Wunderman Panel Discussion:

3:45 The Present & Future of Marketing: Where “e” is

indistinguishable from the Old Channels

• Can Pharma adapt Web 2.0 into its Marketing Plans? • What are the Main Reasons Pharma is So Far Behind the Curve? • Taking the Pulse on Pharma’s ability to integrate Web 2.0 Into a Careful, Compliant Media Mix. Craig DeLarge, Senior Manager, Customer Database Management, Novo Nordisk Blane McMichen, eMarketing Consultant, Eli Lilly Kim Milnes, Director, Commercial Support , Bayer HealthCare Pharmaceuticals Panel slots availableIf you would like to gain excellent exposure for your company by being a panelist please contact Jayson Mercado at [email protected] or (212) 400-6236

4:30 Conference Concludes

Sponsorship & Exhibit Opportunities Do you want to spread the word about your organization’s solutions and services to potential clients who will be attending this event? Take advantage of the opportunity to exhibit, underwrite an educational session, host a networking event, or distribute promotional items to attendees. ExL Pharma will work closely with you to customize a package that will suit all of your needs. To learn more about these opportunities, please contact: Jayson Mercado Director of Business Development (212) 400-6236 [email protected]

Media Partners

Five Ways to Register: Fax: 888-221-6750 Mail: ExL Events, Inc. 555 8th Avenue, Suite 1703 New York, NY 10018 Phone: 866-207-6528 Online: www.exlpharma.com E-mail: [email protected] Fees and Payments for attending Digital Pharma

Venue Information: The Westin Princeton 201 Village Blvd Princeton, NJ 08540 609-452-7900

Register by September 14th, 2007 to take advantage of our Early-Bird Pricing: Main Conference Only Main Conference, plus One Workshop Main Conference, plus Two Workshops

$1595 $1895 $2095

After September 14th, 2007 pricing is as follows: Main Conference Only Main Conference, plus One Workshop Main Conference, plus Two Workshops

$1795 $2095 $2295

On-site Price: Main Conference Only Main Conference, plus One Workshop Main Conference, plus Two Workshops

$1995 $2395 $2595



Group Discount Program: For every three simultaneous registrations from your company, you will receive a fourth complimentary registration to the program. To take advantage, please call 888-207-6528 If you require overnight accommodations, please contact the hotel and state that you are with ExL Pharma’s Digital Pharma conference on or before September 28th, 2007. We encourage conference participants to make reservations with our designated venue to take advantage of ExL Pharma’s discounted room rate of $229.00 per night.

Make checks payable to ExL Events, Inc. and write code P606 on your check. You may also use Visa, MasterCard, Discover or American Express. Payments must be received by October 19th, 2007. Cancellations: If you need to cancel your registration for an upcoming ExL conference, please note the following policies derived from the Start Date of the event: Four weeks or more: A full refund (minus a $95 processing fee), or a voucher to another ExL event valid for two years from the voucher issue date. One to Four weeks: A 50% refund, or a voucher to another ExL event valid for two years from the voucher issue date. Within the Last Week: A voucher to another ExL event valid for two years from the voucher issue date. To receive a refund or voucher, please fax your request to 888-221-6750. Please Note: Speakers and agenda are subject to change without 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.*

Register before Sept 14 for Maximum Savings

Digital

The Only Event Focusing on Web 2.0 and it’s Impact on Pharmaceutical Marketing

Pharma

October 22-24, 2007

The Westin Princeton • Princeton, NJ

Accelerating to the Next Generation of Marketing with Web 2.0, Consumer Generated Content and Social Media To register call 866.207.6528 or visit us at www.exlpharma.com

Mark Monseau, Director, Media Relations, Johnson & Johnson

Kim Milnes, Director, Commercial Support, Bayer HealthCare Pharmaceuticals

Stefan Oelrich, Vice President & General Manager, Women’s Healthcare, Bayer HealthCare Pharmaceuticals

Joe Shields, Product Director, ENBREL, Wyeth

Bob Harrell, Director, E-Marketing, Shire

R E G I S T R AT I O N F O R M ExL Events, Inc. 555 8th Avenue, Suite 1703 New York, NY 10018 866.207.6528

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