Km Conference Brochure Pc09132

“KM is an important function in any increasingly technology d * business intelligence/competitive intelligence * data mining * agile response to anticipated and unanticipated challenges • Refine and store knowledge * build knowledge repositories, with a focus on best practices * use metadata and indexing to improve “find-ability” * include rights management • Manage knowledge * integrate knowledge systems — document management, records management, email management, digital asset management, web and enterprise content management, business process management * provide rights management and security • Disseminate and eliminate knowledge * venues such as repositories, portals, intranet/internet, email, wikis, blogs, etc. * eliminate knowledge using retention schedules and archiving policies Thomas Froehlich, Ph.D., Program Director, Information Architecture and Knowledge Management, Kent State University

MAIN CONFERENCE Day One — Monday, February 9, 2009 7:30

8:30

Main Conference Registration and Continental Breakfast Co-Chairmen’s Welcome and Opening Remarks Paul Brock, Director, Knowledge Management, Medical Affairs,

Centocor Ortho Biotech Services, LLC As Director of Knowledge Management for Medical Affairs, Mr. Brock provides leadership in enabling Medical Affairs to optimize the creation, capturing, finding, discovering, enhancing and sharing of its knowledge assets. Mr. Brock came to Centocor Ortho Biotech from AstraZeneca Pharmaceuticals, where he led a team of Knowledge Managers who provided information research and knowledge management services to AstraZeneca’s commercial organization. Prior to AstraZeneca, Mr. Brock worked as an Information Scientist with the Human Nutrition Research department at Hoffmann-La Roche, having come into that position with extensive information industry experience working for the Dialog Corporation, Telebase Systems and BIOSIS (BioSciences Information Service). Mr. Brock has been a guest lecturer in biomedical information research at Rutgers University School of Communication, Information and Library Studies (SCILS). He holds a B.A. in Biology from Temple University and an M.S. in Information Studies from Drexel University. William Hayes, Ph.D., Director, Library and Literature Informatics,

Biogen Idec Dr. Hayes is focused on extracting the maximum value from the available literature through the use of the best techniques in literature analytics and newer operational guidelines. He has extensive experience with text mining, bioinformatics and grid computing in meeting the challenges of informaticsdriven drug discovery. Dr. Hayes earned his Ph.D. in Molecular Biology and Bachelors in Aerospace Engineering from Georgia Tech.

Define Knowledge Management and Identify Its Benefits for Medical Affairs Departments O P E N I N G 8:45

A D D R E S S

What Industry Can Learn from Established Knowledge Management Tools and Principles There are many functions of Knowledge Management (KM). Broadly, it is managing the capture and efficient use of knowledge within a company. KM is not just a web management or content management system; it also defines organizational structure and initiatives to create, capture, centralize, store, manage, disseminate and utilize “knowledge” or information. In this opening address, we discuss the KM cycle as a method of targeting KM initiatives within any organization. • Create and capture knowledge * intellectual capital > tacit knowledge, knowledge transformations and expertise identification and management * innovation and intellectual capital > human capital, social capital, enterprise capital, customer capital

9:45

Understand Current KM Models and the Way they Enhance Medical Communications within the Industry

Knowledge Management means different things to different companies. While it involves Medical Affairs departments, the strategies and goals of one knowledge P initiative versus another vary across the industry. In this A panel discussion, hear different perspectives on what N industry peers identify as KM efforts and initiatives E taking place in the industry. At the end of the discussion, panelists examine what KM means across L the industry for a common understanding that can be applied throughout the forum. • Understand the current designs, architectures and components of KM initiatives across the industry • Identify key departments and responsibilities involved in a KM function Moderator:Paul Brock, Director, Knowledge Management, Medical Affairs,

Centocor Ortho Biotech Services, LLC Panelists: Sarah Guadagno, Ph.D., Director, Medical Services,

Onyx Pharmaceuticals, Inc. A. Amyas Huston, B.S. Pharm.D., Senior Manager, Medical Communications, Cubist Pharmaceuticals, Inc. Jim Wilkinson, Ph.D., Director, Scientific Affairs, Amgen 10:30

Networking and Refreshment Break

To Register Call Toll Free 800-817-8601 (339-298-210

driven field such as pharma/biotechnology and it is encouraging to see this c — 2008 Speaker Tim Ba tchelder, Mana ger, Medical Informa tion Systems Group, EMD Serono 11:00

KM Solutions Used to Address Medical Affairs Lifecycle Management Challenges

2:30

Portals provide a convenient and often personalized way for your entire organization to find the information and tools each individual needs to be more productive. Practical experience indicates that technology has only a small impact on the success of portal solutions; organizational and political (process and people) strategies have a much greater impact and as a result, a comprehensive portal strategy is vital for success. Collaborative solutions are particularly important for the pharmaceutical industry as the industry evolves from vertically integrated companies to an extended network of partners, suppliers and even customers. This presentation includes representative examples of solution experiences from a variety of industries with a particular focus on major pharmaceuticals. Learn practical strategies to ensure the success of your collaborative portal solution, including how to: • Define optimal, workable collaboration strategies • Build portal and collaboration solutions people want to use • Create a framework for measuring the value of your portal investment • Achieve a balance between culture, process and technology to successfully implement your portal or collaboration solution Susan Hanley, President, Susan Hanley LLC

Initiating a KM exploration or enterprise-wide system can be daunting. But, many Medical Affairs lifecycle management (LCM) challenges can be resolved using KM solutions. This presentation reviews real-world Medical Affairs lifecycle management challenges and unique KM solutions that were engineered to meet these issues. In this session, use case studies to exemplify the tangible impacts that KM systems have had for Medical Affairs teams and more clearly understand the potential ROI for an organization considering the need for such KM initiatives. • LCM challenges for Medical Affairs Case Studies • KM solution engineering • KM solution implementation • Impact, metrics and ROI Aafia Chaudhry, President, 81qd 11:45

Create Metrics to Measure the Impact that Knowledge Sharing Has in an Organization

Making the business case of KM efforts is often a challenging task without being able to present quantitative metrics to senior-management as to how and why the project will be a benefit to the company. In this session, learn how to build and implement a framework for Case measuring the impact of KM initiatives, including how to Study calculate ROI using a case study from outside of industry as an example. Learn how to create metrics and determine ROI by measuring the usage of a KM system and analyzing how its uses save employees time and improve efficiencies. Tom Barfield, Global Knowledge Management Lead, HR, Accenture (Invited) 12:30

Luncheon

Strategies to Implement a KM Organizational Structure 1:45

Implement KM Processes and Structure in Your Organization

In this presentation, the emerging developments of information and knowledge management functions within bio/pharmaceutical companies are discussed, including the shift towards web-based KM solutions for collaboration between internal information professionals. Hear a case example of how one Medical Affairs group implemented KM processes and structure at its organization. • Making the business case for your KM program * requirements, ROI and KPIs Case • Physician portals, intranets and communities Study * increasing dialog with professionals • Unstructured data, culture and cognitive foundations • Recruiting 2.0 * finding the pharmaceutical KM leaders of the future • Security, SaaS and IT alignment Tim Batchelder, Manager, Medical Information Systems Group,

Strategies to Deploy a Successful Portal

3:15

Networking and Refreshment Break

3:45

Ensure Collaboration between Internal Information Professionals Involved in a Cross-Departmental KM Effort

Gaining buy-in and ensuring effective collaboration of all of the information professionals involved in establishing P and using KM structures and systems is a fundamental element to the success of any KM initiative. While A Medical Affairs personnel are usually the drivers of such a N project, there are many other departments that benefit from a comprehensive KM structure and system. In this panel E discussion, hear how varying departments can each L contribute to the project and cross-departmental benefits that can be achieved through such a collaborative effort. • Medical Information • CI/BI • Clinical Development Scientists • Field Forces * MSLs * Sales reps • Market Research • Library Services • Publication Planning • Marketing * what are the other regulatory and compliance issues to address if marketing is involved? Moderator:William Hayes, Ph.D., Director, Library and Literature Informatics,

Biogen Idec Panelists: Tim Batchelder, Manager, Medical Information Systems Group,

EMD Serono

EMD Serono

Gregory J. Dennis, M.D., Head, Department of Medical Affairs,

Anthony Verderese, Director, U.S. Medical Information, EMD Serono

Human Genome Sciences

00 outside the U.S.) or Fax 781-939-2490. Register on our

conference bringing it to the forefront of industry awareness.” 4:30

• Digital Millennium Copyright Act • PDF distribution rules • Sharing documents through email • Hyper-linking documents

Globalizing KM Initiatives — Understand International Challenges

Implementing KM functions and structure across a global enterprise can be a quite daunting task. In addition to the P regulatory and compliance issues that must be addressed A from country to country, there are a variety of language and cultural hurdles that make globalizing a KM structure N difficult. Address the challenges of globalizing KM E initiatives with a focus on solutions and successes of leaders in the industry. L • Address benefits of globalizing efforts * creating a unified company message • Understand globalization challenges * general globalization issues such as language and cultural hurdles * globalization issues specific to KM such as privacy restrictions on dissemination of information • Identify strategies used in the industry to overcome those challenges Moderator:Jim Wilkinson, Ph.D., Director, Scientific Affairs, Amgen Panelists: Rick Kadowaki, Director, Global Medical Information, Abbott Mary Easo, Associate Manager, Medical Information Operations,

II.

Many companies struggle with compliantly sharing medical information at medical meetings and conferences. Understand copyright rules for common documents shared at medical meetings. • Posters • Abstracts • Journal supplements

III.

Close of Day One

5:15-6:15

Networking, Wine & Cheese Reception Join colleagues and friends in a relaxed setting.

photo by: Photolink / Getty Images

Day Two — Tuesday, February 10, 2009 7:30

Continental Breakfast

8:00

Co-Chairmen’s Review of Day One

Use Rights Management Systems to Improve Productivity and Optimize Content Spending Corporations spend hundreds of thousands if not millions of dollars each year on high value content. However, employees often don’t fully utilize this content because they are fearful of infringing on copyright. When lacking efficient processes and systems for checking copyright permissions, companies put employees in a situation where they are choosing to either spend time researching rights or risk copying and sharing without permission. • Organize and consolidate content usage rights in a management system • Gain added value from content expenditures • Improve the productivity of knowledge workers, librarians and legal staff Jennet Walker, Consultant, Copyright Clearance Center; Former Senior Corporate Counsel, Pfizer Inc Stephen K. Garfield, Director of Account Management,

Gilead Sciences 5:15

Understand Copyright Considerations to Address at Medical Meetings

Copyright Clearance Center 10:15

Networking and Refreshment Break

Paul Brock, Director, Knowledge Management, Medical Affairs,

Centocor Ortho Biotech Services, LLC

Leverage Technologies for More Efficient Knowledge Sharing

William Hayes, Ph.D., Director, Library and Literature Informatics,

Biogen Idec

F E AT U R E D E X T E N D E D S E S S I O N 8:15

Ensure Compliant and Efficient Dissemination of Licensed Information

I.

Examine Compliance Issues Surrounding the Internal and External Dissemination of Licensed Content Field-based and home-based Medical Affairs personnel are tasked with distributing various forms of medical knowledge within their organizations and to HCPs. Understand copyright rules and learn how to get permission to disseminate licensed content internally and externally, with a particular focus on digitally sharing information.

10:45

Implement Effective Search Capabilities to Ensure Ability to Find and Discover Information

Medical Affairs generates a wealth of scientific knowledge in a variety of forms and locations, but to realize the full value and potential of that knowledge, employees must not only be able to get at it but to do so Case easily and conveniently. In this session, hear about Study Centocor Ortho Biotech’s efforts to develop search capabilities that enable all employees, no matter the level of searching skill, to find what they are looking for (“find-ability”) as well as to discover information they didn’t necessarily know they were seeking (“discoverability”) in a user-friendly, intuitive, yet powerful way.

website at www.cbinet.com/knowledgemanagement

• Adapt search capabilities to the way people search rather than the other way around • Employ taxonomies/ontologies to improve ease of use and search effectiveness • Enable search to work with multiple repositories; get away from the “one size fits all” approach • Leverage search platform for integration of disparate data types into meaningful views of the data Paul Brock, Director, Knowledge Management, Medical Affairs,

Centocor Ortho Biotech Services, LLC 11:30

Create Live Knowledge through Collaborative Capture, Updating and Utilization of Knowledge

If medical information goes stale, teams will no longer view that information as valuable. That is why there are increased efforts now within industry to create and maintain living medical information documents. By taking an internet Web 2.0 approach of paring down information into bite-size, manageable pieces that are more targeted to the group’s needs and linked pieces to each other, more users are apt to utilize and contribute updates to these documents, therefore making them more timely and useful for the entire Medical Affairs group. In this session, hear a case study of how one company is creating and encouraging collaborative KM by developing wiki-based documents that are edited and maintained by the group. Learn how they leveraged technologies such as RSS feeds, searches and alerts to ensure users were able to stay up to date with changes and find increasing value of the medical information stored within their Information Management groups. • Hear strategies to create living knowledge repositories Case • Wiki challenges and opportunities Study • Leverage technologies such as RSS feeds, searches and alerts to ensure ongoing awareness and use of updated information William Hayes, Ph.D., Director, Library and Literature Informatics,

Biogen Idec 12:15

Luncheon

1:30

Build a Medical Information Website for HCPs Pharmaceutical call centers have traditionally been the way to access medical information any time of the day. However, many companies are supplementing those efforts with specific medical information websites or portals for HCPs. In this session, hear the lessons learned at one company as it built its own medical information website for HCPs. • Identify benefits of a medical information website for HCPs

• Share best practices in development of website; challenges and pitfalls with web developers • Integrate this system with partner systems, including library services • Determine metrics for utilization • Identify what information can and can’t be posted * get legal approval Case Study * appropriately tag documents * ensure ability to search within documents • Develop internal marketing efforts Sarah Guadagno, Ph.D., Director, Medical Services,

Onyx Pharmaceuticals, Inc. Kara Koehler, Ph.D., Senior Manager, Medical Information,

Onyx Pharmaceuticals, Inc. 2:15

Online Platforms for Exchange of Information — A Medical Communications Community Built by Med Comm Professionals

Best practices for appropriate and effective knowledge transfer should not be limited to your own company’s experiences; instead Medical Communications groups should embrace KM principles by sharing lessons learned across the industry. Using platforms such as online communities, scientific services groups within Medical Communications departments can develop standards for their practices. These standards help enhance relationships, build efficiency and ultimately deliver greater value to the customers. In this case study, hear about one online community — MedCommForum — that incorporates social networking and various collaborative tools (such as discussion boards, blogs and wikis) to support communications between its members who represent the medical communications community in industry, including anyone who provides medical product information services in scientific services groups. Learn the benefits of involvement in such a type of community, including: Case • Deriving best practices across the industry’s Study Medical Communications services departments • Benchmarking for assessment of operational performance within a Medical Communications departments • Discussing key issues or hot topics facing the Medical Communications industry A. Amyas Huston, B.S. Pharm, Senior Manager, Medical Communications,

Cubist Pharmaceuticals, Inc. Erik Crago, B.S., CEO, Port City Web, LLC 3:00

Close of Conference

IN RECOGNITION OF OUR SPONSORS: CBI Research, Inc’s corporate sponsors represent select companies that share a common mission: business advancement through thought leadership, strategic interaction and innovation. The companies represented below are proud contributors on this program and have carefully selected messaging, branding or positioning statements to encourage the evaluation and investigation of quality products and/or services available. We applaud these companies, as well as others that wish to join the conference, as important members of this event’s delegation.

If you are interested in sponsorship or exhibit opportunities, please call Karen Hanover at 339-298-2184, fax 781-939-2536 or email [email protected]

Knowledge Management for Medical Affairs

Register by December 19, 2008 and receive $300 off of your registration fee! CBI’S 2ND ANNUAL BIO/PHARMACEUTICAL FORUM ON

Seven Industry Case Studies on How to: • Establish KM Processes and Structure in Your Organization

Develop Compliant and Efficient Strategies for Centralizing, Disseminating and Utilizing Medical Information FEBRUARY 9-10, 2009 * COURTYARD DOWNTOWN * PHILADELPHIA, PA

CD-Rom Compendiums If you are unable to attend the conference or you would like extra copies for your colleagues, you can order your conference CD-Rom today. Don't miss out on the valuable information presented by industry leaders exclusively at this event. The CD-Rom is available for only $198 and includes the conference agenda, presentations and speaker biographies. Simply fill out the order form and the CD-Rom will be shipped to you photo by: Keith Brofsky / Getty Images 2 weeks after the conference occurs.

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• Implement Effective Search Capabilities to Ensure Ability to Find and Discover Information • Create Live Knowledge through Collaborative Capture, Updating and Utilization of Knowledge • Build a Medical Information Website for HCPs

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Knowledge Management for Medical Affairs

Register by December 19, 2008 and receive $300 off of your registration fee!

C B I ’ S 2 N D A N N UA L B I O / P H A R M AC E U T I C A L F O RU M ON

Develop Compliant and Efficient Strategies for Centralizing, Disseminating and Utilizing Medical Information F E B R U A R Y 9 - 1 0 , 2 0 0 9 * C O U R T YA R D D O W N T O W N * P H I L A D E L P H I A , PA

Conference Co-Chairmen: Paul Brock, Director, Knowledge Management, Medical Affairs, C en to c o r O r t h o Bi o t ec h S e r v ic es , L LC

•

Use quantitative metrics to make the business case for KM initiatives to senior management

•

Resolve Medical Affairs lifecycle management issues with unique KM solutions

•

Address challenges with implementing KM functions across a global enterprise

•

Build user-friendly portals and collaborative solutions to enhance information exchange

•

Employ taxonomies/ontologies to improve ease of use and search effectiveness

•

Encourage collaborative KM by developing wiki-based documents that are edited and maintained by information management groups

•

Supplement call centers with specific medical information websites for HCPs

•

Use online communities to develop standards for practices of scientific service groups

William Hayes, Ph.D., Director, Library and Literature Informatics, Bi o ge n Ide c

Additional Industry Perspectives and Case Studies From: • • • • • • •

Abbott Amgen Cubist Pharmaceuticals, Inc. EMD Serono Gilead Sciences Human Genome Sciences Onyx Pharmaceuticals, Inc.

Plus! Featured Extended Session Ensure Compliant and Efficient Dissemination of Licensed Information •

Examine compliance issues surrounding the internal and external dissemination of licensed content

•

Understand copyright considerations to address at medical meetings

•

Use rights management systems to improve productivity and optimize content spending

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TO REGISTER OR FOR MORE INFORMATION: Phone: 800-817-8601 • Fax: 781-939-2490 • Email: [email protected] • Web: www.cbinet.com/knowledgemanagement