To register call 212.400.6240 or visit us at www.exlpharma.comRegisTeR bY FebRuaRY 16 , 2009

and save!

Digital Pharma Europe

LEARN ABOUT THESE UP TO THE MINUTE HOT TOPICS:

Successfully Integrating Digital Media into the Overall • Marketing Mix to Serve as an Effective Business Driver

Creating successful eRelationships as Foundation for all • Web 2.0 Initiatives

Developing Guidance For Social Media Engagement: • A Framework Of Principles And Practices

Social Networks in Health Care: Forgetting What You Know • is the First Step in Driving the Most Effective Marketing Campaign

An Assessment of Currently Available Online Educational • Tools for Physicians and How to Make Improvements

Can Pharma Make a Business Case for Social Media? Getting • Buy-in For the Web 2.0 Groundswell

Web Business Strategies: How To Manage Organizational Aspects•Healthcare Professionals’ Social Networks: The Beginning of •

the End of Pharma Marketing as We Know it?Developing an eDetailing Strategy in an Evolving Environment •The Paradigm Shift: Web 2.0 and the New Era Of •

Pharmaceutical MarketingThe Future of Marketing: Where “e” is indistinguishable •

from the Old Channels

Bringing the Leading Pharmaceutical Web 2.0 Strategy Event to the European Market

On the Cutting Edge of Integrating Web 2.0 and Social Media into your Patient and Physician Marketing Strategy

M A R C H 3 0 - 3 1 , 2 0 0 9 · H O T E L F I R A PA L A C E · B A R C E LO N A , S PA I N

FEATURING AN IDEAL MIX OF EUROPEAN AND US MARKETING STRATEGISTS

K E Y N O T E A D D R E S SJoe Natale, Vice President, New Media, CHILDREN WITH DIABETES, INC. A JOHNSON & JOHNSON COMPANY (GLOBAL)

Heidi Youngkin, Executive Director, Global Marketing, JOHNSON & JOHNSON

Kai Gait, Digital Commerce Marketing Manager, GLAXO SMITHKLINE (UK)

Kevin H. Nalty, Marketing Director, Dermatology, MERCK & COMPANY, INC. (US)

Emanuela Guttoriello,Brand Manager, BOEHRINGER INGELHEIM ITALIA

Guillermo Maurin, Brand Manager, SBT Oncology Europe, PFIZER (PARIS)

Amilcar Barreto, Marketing Manager, ROCHE (PORTUGAL)

Dr. Thomas Buck, Release Manager CRM, LILLY DEUTSCHLAND GMBH

Bayer Healthcare Pharmaceuticals »Bayer Schering Pharma »Boehringer Ingelheim » (Two Speakers)Children with Diabetes, Inc., »

a Johnson & Johnson CompanyCV Therapeutics »Glaxo SmithKline »

Intervet/Schering Plough »Johnson & Johnson »Lilly Deutschland GmbH »Pfizer »Roche »UCB Schwarz Pharma Germany »Vertex Pharmaceuticals »

SPEAKER PARTICIPATION FROM THE FOLLOWING COMPANIES:

F E A T U R E D P R E S E N T E R S :

TESTIMONIAL FROM DIGITAL PHARMA US: “Digital Pharma is the place to go if you want to learn the latest in digital trends from your peers and leaders in the industry. All the information presented last year was extremely high quality.” Paul Hunter, Product Director - Daytrana, Shire

MiSSioN STATEMENTDigital Pharma’s is THE leading forum that brings European Pharma Marketing & Sales Executives into the Digital Era. This event strives to bring the industry into the next generation of marketing and media.

•Marketing&Sales•DigitalMarketing•RelationshipMarketing•eBusiness/eMarketing•IntegratedSolutions•Advertising&Promotion•Brand/ProductManagement•eDetailing•ePromotions•InformationTechnology•InformationSystemsz

THIS PROGRAM WIll AlSO BE OF INTEREST TO:Vendors, consultants, and organizations that specialize in Pharmaceutical Interactive Marketing

RAVE REVIEWS FOR DIGITAL PHARMA...“This year’s conference was about moving from “Can we?” do digital social marketing to “How can we?”. “Case studies spanned the spectrum from fully controlled, legal and regulatory approved consumer content to fully open forums. Great conference and networking opportunity!” Patricia Choumitsky, Senior Product Manager UCB Pharma

This conference is designed for pharmaceutical, biotechnology, specialty pharma, generic, medical device, and additional healthcare colleagues whose responsibilities include:

Dear Colleague,

In 2007 Digital Pharma was the first event in the in-dustry to put Web 2.0 on center stage in the US. Now, two years later, we are doing the same thing for the European market. The EU pharmaceutical marketplace is fully ready for a conference that recognizes the huge significance of new media and new marketing. Simply put, the phenomena of Web 2.0 and social network-ing deserve their own conference specifically geared for pharma, because it is no longer about “integrating eMarketing into your overall strategy.” In Europe and in the rest of the world the “e” is now indistinguishable from the old channels-they are now one and the same.

There are so many questions that need to be answered, and debates that must be given an arena. Digital Phar-ma Europe is that place, and pharma marketers from throughout the continent and the world will convene at this event in order to join together as a community to push the industry into the digital era. One look at the agenda and faculty will tell you that this is no ordinary eMarketing conference-it marks the end of the old and the beginning of something new.

We welcome you to join us as we explore the cutting edge of New Marketing!

Jason YounerConference Director

Kristen HunterProduction HeadExl Pharma

Digital Pharma EuropeWho Should Attend?

Hotel Information

Hotel Fira PalaceAvenida Rius i Taulet 1 308004 Barcelona, Spain Tel: +34 934 262 223

Room Reservations: If you require overnight accommodations please contact the hotel directly to book your room. Exl has reserved a block of rooms at a discounted rate for conference participants. Please mention Exl Pharma and the conference name to take advantage of this discount. You must book your room by March 1, 2009 to be eligible for this discounted rate. Please book your room early as the rooms available at this rate are limited.We encourage conference participants to make reservations with our desig-nated venue prior to March 1st to ensure availability as this discounted group rate is limited.

BOOK YOUR ROOM EARLY

FOR MAXIMUM SAVINGS!

TESTIMONIAL FROM DIGITAL PHARMA US: “Digital Pharma was the first conference on this subject where there was as least as much focus on potential solutions as on the concerns that are limiting companies’ engagement in social media.”Mark Gaydos, Senior Director US Regulatory Affairs Marketed Products, Sanofi-Aventis

13:00 Chairperson’s Welcome

KeynoTe ADDReSS!13:15 Social Networks in Health Care: Forgetting What You Know is the First Step in Driving the Most Effective Marketing Campaigns

Health 2.0: An updated account of what it really means and how it is changing • healthcare in ways we never imagined

New Marketing Campaigns: move from reach and frequency to engagement•Next Generation of Market Research: why H2.0 provides the most valuable market •

research in real timeMeasures of Success: how do you know H2.0 is working for your brand?•

Joe Natale, Vice President, New Media, CHILDRen WITH DIABeTeS, InC. A JoHnSon & JoHnSon CoMPAny

About the CompanyChildren with Diabetes, Inc. (CWD) operates one of the most established, well-trafficked online diabetes communities through www.childrenwithdiabetes.com. Online since 1995, CWD currently has 25,000 visitors daily. In March of 2008 CWD joined the Johnson & Johnson Family of Companies as part of the Diabetes Franchise. With offices in Cincinnati and Madrid, CWD draws traffic from 150 countries as well as operates and holds conferences globally.The company promotes the Quilt for Life diabetes awareness project, and hosts Friends for Life conferences to provide education and support for chil-dren with diabetes and their families.

14:00 Developing Guidance For Social Media Engagement: A Framework Of Principles And Practices

Moving from campaigns focus to relationships: what’s changed for marketers •Getting involved in the online conversation; examples and best practices for engaging •

with the online community as a marketer Overcoming internal objections; managing expectations•

Heidi Youngkin, Executive Director, Global Marketing, Johnson & Johnson

14:45MIDAfTeRnoonneTwoRkIng&RefReShMenTBReAk

15:15 Creating Successful eRelationships as the Foundation for all Web 2.0 Initiatives to Motivate Physician BehaviorA well-maintained and well-targeted database with ePermissions is the starting point for all further online activities like eDetailing, eCME and Online Communities. As more and more pharma companies discover the eChannel, the competition becomes stronger. We now have

the first “Digital no-see-Doctors”. learn more about strategies on how to build and moderate long term eRelationships.

Motivate physicians to subscribe: Best practices for generating continuous • supply

Content is King. Strategies to keep the community member interested•How to use performance measurement in order to improve content quality•It´s all in the mix: How email, eDetailing and Web 2.0 build upon each other in a •

pyramid-like structurelessons for Product Managers: long term strategy vs. quick wins or better physician •

needs vs marketing objectivesThe Do’s and Don’ts of building eRelationships•

Martin Hensen, Head of eStrategies, UCB SCHWARZ PHARMA GeRMAny

16:00 Digital Interactions -A Crucial Part of your Integrated Marketing Campaign

The balance of power has shifted more than you may realise •Know who your customers really are and what they are doing online•Using the digital mix to reach your target customers •Bringing it all together to make the most of your campaign•

Kai Gait, Digital Commerce Marketing Manager, GLAXoSMITHKLIne

16:45 Panel Discussion: 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 marketingThe role of Pharma in Web 2.0: Is it our place to fully engage or hold off and let •

patients communicate without us?lessons learned in Web 2.0 over the past year: an overview of where Euro Pharma is •

with Web 2.0 and how budgets are being allocatedModerator: TBDPanelists: Len Starnes, Head of Digital Marketing & Sales, General Medicine, BAyeR SCHeRInG PHARMAKai Gait, Digital Commerce Marketing Manager, GLAXo SMITHKLIneHeidi youngkin, Executive Director, Global Marketing, JoHnSon & JoHnSon

Additional panel positions are available. For more information please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236

17:30 CONClUSION OF DAY 1

8:00 PRE-CONFERENCE WORKSHOP REGISTRATION AND CONTINENTAl BREAKFAST

9:00 PRE-CONFERENCE WORKSHOPSuccessfully Integrating Digital Media into the Overall Marketing Mix to Serve as an Effective Business Driver

Sam Trujillo is a US based DTC marketer who will bring a different perspective to his European counterparts. Through digital and consumer communications the world has become a much smaller place-as easily as we communicate to our colleagues around the world so, our consum-ers can gather information and communicate with each other. With a global approach to digital marketing, Sam would like to share with you what he has learned, in an effort to bring incremental value to your digital marketing activities. Sam, a Distinguished Toastmaster with Toastmaster’s International, is sure to lead a fun, entertaining and insightful workshop.

A look into emerging new technologies + Web 2.0•The merging of technologies into integrated platforms•The paradigm shift in pharmaceutical marketing to digital platforms and to customer-•

centered strategies. Managing the digital marketing mix in difficult economic times•Delivering information that is comprehensive and accurate, personally relevant and pas-•

sionately delivered by credible sources Successfully integrating web 2.0 ( SEM, blogs, social networking, mobile, and widgets) into •

the marketing mix

Sam TrujilloDirector, Consumer Marketing, Women’s Healthcare Business UnitBAyeR HeALTHCARe PHARMACeUTICALS

12:00 lUNCHEON FOR WORKSHOP PARTICIPANTS

Pre-Conference Workshop

MAIN CONFERENCE BEGINS

DAY ONE, MONDay, MarCh 30, 2009

08:30 Chairperson’s Recap of Day One

08:45 The European Perspective: How to Convince Management to Invest in Web 2.0 When you Deal in a “Speciality Market” like Oncology

What is the current climate for upper management acceptance of Web 2.0?•If there are delays, why are they happening?•A Discussion of the regulatory concerns at Pfizer Oncology •An overview of the Web 2.0 initiatives that Pfizer Oncology has been deploying, •

and the reaction of management thus farWhere is Pharma Web 2.0 going in the future? •

Guillaume Maurin, Brand Manager, SBT Oncology Europe, PFIZeR (France)

09:30 CRM as the Foundation of Digital Pharma Understanding your Customer - Fitting Marketing to the needs: Tailored Interaction• Integrating ‘New’ and ‘Old’ Channels •Closing the loop: Using feedback for the next campaign •

Dr. Thomas Buck, Release Manager CRM, LILLy DeUTSCHLAnD GMBH

10:15 neTwoRkIng&RefReShMenTBReAk

10:45 Web Business Strategies: How to Manage Organizational AspectsIn recent years, Pharmaceutical companies are increasingly using web tools fordeveloping their business and implementing their strategies; the first consequence of thisfast change in innovative companies is the creation of new roles involving the web.Web managers are asked to interact with a lot of different divisions (IT, marketing, sales,legal, medical affaires, and others), so that organizational tools are a required core skill needed to successfully operate in these roles. This presentation will address the following:

Organizational problems and needs •Team leader skills required •Project management approach •Performance measurements •Challenges for the future•

Emanuela Guttoriello , Brand Manager, BoeHRInGeR InGeLHeIM ITALIA SPA

TESTiMoNiAl FRoM DiGiTAl PHARMA US: “ THE DiGiTal PHaRMa CONfERENCE OPENED My E yES TO iNNOVaTiVE WEB 2.0 STR aTEGiES aND TaC TiC S RElE VaNT TO OUR iNDUSTRy. NET WORkiNG WiTH PHaRMaCEUTiC al Ex ECUTiVES aND MaNaGERS BET WEEN aND afTER SESSiONS MaDE THE CONfERENCE E VEN MORE ValUaBlE.WilliAM KENDERDiNE, GlOBal EMaRkETiNG PROjEC T MaNaGER, ASTRA ZENEc A

11:30 An Assessment of Currently Available Online Educational Tools for Physicians and How to Make Improvements

An example of a modern inter-active further training for health care professionals•What online tool is suitable for which type of training? (Target related selection)•European wide certification: is this desirable?•ROI reflection: Does online education pay back? •

Marion Frank, international Product Manager, BoeHRInGeR-InGeLHeIM (Germany)

12:15 lUNCHEON

Main Conference Continues

Track A Track B

DAY TWO, TUESDay, MarCh 31, 2009

08:30 Chairperson’s Recap of Day One

8:45 Healthcare Professionals’ Social Networks: The Beginning of the End of Pharma Marketing as We Know It?

Understanding the Realities of Global proliferation•Evolving business models and partnering options for pharma•How language affinity drives network connectivity•The one-click connect option and other future scenarios•Where we are headed: HCPs’ social networks in 2020•

Len Starnes, Head of Digital Marketing & Sales, General Medicine, BAyeR SCHeRInG PHARMA

TESTiMoNiAl FRoM DiGiTAl PHARMA US:“afTER Way TOO MaNy DiSCUSSiONS aBOUT WHaT PHaRMa C aN’ T DO WiTH SOCial MEDia aND aDVOC aC y, Ex l DEliVERED a GREaT PaNEl Of SPEakERS WHO SHaRED Way S TO aD-VaNCE aS aN iNDUSTRy - BOTH iN SMall STEPS aND BROaDER ORG aNiz aTiONal EffORTS.” cHRiSTiNE SZYMANSKi, MaNaGER, EMaRkETiNG & RElaTiONSHiP MaRkETiNG, Novo NoRDiSK

09:30 Best Practices for the Use of Web 2.0 and Social Media Tools for Internal Collaboration

Setting up a structure to implement innovation within the organization by making • use of Open Innovation and Social Media toolsDiscussingIntervet/ScheringPlough’semployeegeneratedpodcastprogramand •

their internal blog on innovation How they are now sourcing software to further implement the platform so that it •

provides possibilities for wikis and other social media tools Erik van der Zijden, innovation Manager, InTeRVeT/SCHeRInG PLoUGH (netherlands)

10:15 neTwoRkIng&RefReShMenTBReAk

10:45 The US Perspective: Can Pharma Make a Business Case for Social Media? Getting Buy-in For the Web 2.0 Groundswell

Making the case and operating in a system that is slowly “getting it” •Why Pharma needs to join the rest of industry and fully incorporate Digital into its •

internal and external communications Keeping up with technology and understanding how to utilize and leverage it to •

improve the way we do our jobs Shwen Gwee , lead Business analyst Health informatics and New Media , VeRTeX PHARMACeUTICALS (US)Shwen Gwee is part of the Business Solutions group at Vertex Pharmaceuticals. he acts as the primary interface between various business groups, strategiz-ing and implementing technology solutions to support key business needs, with a strong focus on New/Social Media, Web 2.0, and health 2.0. Shwen is passionate about social media, running regular podcasts and authoring his own blog. Shwen is the Chairman of Digital Pharma US in October. Vertex Pharmaceuticals Is a global biotechnology company based in Boston.

11:30 Exploring the Power of Targeted Action in the Digital EraThe importance of target actions •The efficacy in promotion using CRM •Example of good targeted segmentation •Usage of digital tools to boost sales •

Amilcar Barreto, Marketing Manager, RoCHe (Portugal)

12:15 lUNCHEON

Plenary Sessions Resume

13:15 Case Study: Digital Programs At Merck In The Areas Of Physician, Consumer And Payer

Kevin will share his passion for passion with social media for consumer Rx marketing•A discussion of the obvious differences, since Europe is mostly a non-DTC area •

where the social media needs to be unbrandedWhy unbranded works better in a social-media (blogs, video, etv) arena•

Kevin H. Nalty, Marketing Director, Dermatology, MERcK & coMPANY, iNc. (US)

In addition to his work at Merck, Kevin “Nalts” Nalty is one of the most-viewed youTube comedians with more than 700 short online videos seen more than 40 million times. he also speaks, blogs/writes and consults in the area of online marketing and viral video.

14:00 Developing an eDetailing Strategy in an Evolving Environment The declining return on investment from pharmaceutical sales forces has driven the demand for a comprehensive eDetailing strategy. When developing an eDetailing strategy, under-standing the different types of eDetailing, as well as your target physicians’ perspective on this tool is critical to the overall success of the program. During this session, gain insight into current physician perspective on eDetailing. learn about the different types of eDetailing, including the benefits of each model. learn why it’s no longer “Us against Them” - how the sales force can and should be an integral part of your eDetailing strategy. Review eDetailing best practices focused on overcoming the growing challenge of capturing the physician’s interest while enhancing the opportunity to deliver brand messages, as well as future challenges in this area.

Review the physician perspective on eDetailing•learn about the different types of eDetailing•Understand why sales force integration is key•Discuss best practices and future challenges for eDetailing•

Tina Sampath, associate Director, eMarketing, CV THeRAPeUTICS (US)

14:45 MIDAfTeRnoonneTwoRkIng&RefReShMenTBReAk

15:15 Panel Discussion: The Future of Marketing: Where “e” is indistinguishable from the Old Channels

Can Euro Pharma adapt Web 2.0 into its Marketing Plans?•What’s Europe’s view of Health 2.0? Are EU governments and national health •

authorities supportive enough?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 mixPanelists: Amilcar Barreto, Marketing Manager, RoCHeKevin H. Nalty, Marketing Director, Dermatology, MeRCK & CoMPAny, InC. Marc Monseau, Director Corporate Communications and Social Media, JoHnSon & JoHnSonPanel positions are available. For more information please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236

16:00 CONFERENCE CONClUDES

Media Partners:

Sponsorship & Exhibit Opportunities

Do you want to spread the word about your organization’s solutions and services to potential clients who will be attend-ing 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 opportuni-ties, please contact:

Jayson MercadoDivision Head, Business Development(212) 400-6236jmercado@exlpharma.com

Four Ways to Register:Fax: 212-400-9408Mail: ExL Events, Inc. 555 8th avenue, Suite 310 New york, Ny 10018Phone: 212-400-6240Online: www.exlpharma.com

Fees and Payments for attending Digital Pharma EuropePricing for Pharmaceutical and Biotech Companies:· Corporate Rate: Main Conference €1495·CorporateRate:MainConference&workshop €1695After February 16, 2009 pricing is as follows:· Corporate Rate: Conference Only €1795·CorporateRate:MainConference&workshop €1995

Pricing for Vendor and Service Provider Companies:· Corporate Rate: Main Conference €1695·CorporateRate:MainConference&workshop €1895After February 16, 2009 pricing is as follows:· Corporate Rate: Conference Only €1995·CorporateRate:MainConference&workshop €2195

GRoUP DiScoUNT PRoGRAM: For every three simulta-neous registrations from your company, you will receive a fourth complimentary registration to the program. To take advantage, please call 212-400-6240

Make checks payable to Exl Events, Inc. and write code P611 on your check. You may also use Visa, MasterCard, Discover or American Express. Payments must be receivedbe-fore the commencement of the conference. 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.Four weeks or Less: 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 212-400-9408. Conference registrations may be transferred to other colleagues in the event you are unable to attend. Please notify the Exl Pharma, info@exlpharma.com, prior to the event with the name and contact information of the replacement attendee.To receive a refund or voucher, please fax your request to 212-400-9408.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.*

CONTACT EXL PHARMA

TO INqUIRE ABOUT

OUR GOVERNMENT

AND ACADEMIC RATES

Digital Pharma EuropeOn the Cutting Edge of Integrating Web 2.0 and Social Media into your Patient and Physician Marketing Strategy

M A R C H 3 0 - 3 1 , 2 0 0 9 · H O T E L F I R A PA L A C E · B A R C E LO N A , S PA I N

K E Y N O T E A D D R E S SJoe Natale, Vice President, New Media, CHILDREN WITH DIABETES, INC. A JOHNSON & JOHNSON COMPANY (GLOBAL)

Heidi Youngkin, Executive Director, Global Marketing, JOHNSON & JOHNSON

Kai Gait, Digital Commerce Marketing Manager, GLAXO SMITHKLINE (UK)

Kevin H. Nalty, Marketing Director, Dermatology, MERCK & COMPANY, INC. (US)

Emanuela Guttoriello ,Brand Manager, BOEHRINGER INGELHEIM ITALIA

Guillermo Maurin, Brand Manager, SBT Oncology Europe, PFIZER (PARIS)

Amilcar Barreto, Marketing Manager, ROCHE (PORTUGAL)

Dr. Thomas Buck, Release Manager CRM, LILLY DEUTSCHLAND GMBH

TO REGISTER

Yes! Register me for the conferenceCorporate Rate: Main Conference Government & Academic Rate: Main ConferencePharma rate: Main ConferencePharma rate: Main Conference + WorkshopVendor rate: Main ConferenceVendor rate: Main Conference + WorkshopPlease contact me: I’m interested in marketing opportunities at this eventI wish to receive email updates on ExL Pharma’s upcoming events

Name Title

Company

Dept.

Address

City State Zip

Email

Telephone Fax

P611

ExL Events, Inc.555 8th Avenue, Suite 310New York, NY 10018

888-221-6750

212.400.6240 www.exlpharma.com

register@exlpharma.com

Card Number Exp. Date:

Name on Card

Signature

555 8th Avenue, Suite 310New York, NY 10018PLEASE MENTION PRIORITY CODE:Conference Code P611

Bringing the Leading Pharmaceutical Web 2.0 Strategy Event to the European Market

FEATURING AN IDEAL MIX OF EUROPEAN AND US MARKETING STRATEGISTS