CHICAGO, ILJULY 30-31, 2012

PHARMACEUTICAL & BIOTECH MANAGED MARKETS AND PAYER MARKETING STRATEGIES

Enhancing Relationships with Commercial and Governmental Payer Agencies through Comprehensive Knowledge of Value Proposition Development, Post Market

Surveillance Utilization and a Thorough Understanding of Market Spending Trends

500 N. DEARBORN ST., SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com

As the life science industry has continued to grow, bringing many new advanced technologies and therapies into the mar-kets, so have the costs associated with administering health-care services and paying for these therapies. Pharmaceutical and biotechnology organizations are faced with increased pressure to reduce the cost of these products while not sacri-ficing the quality and innovativeness of new therapies. Payer relations and managed markets executives are challenged with the task of highlighting the health benefits of their prod-ucts as well as the cost-effectiveness of these drugs. For these executives, it is not only about securing reimbursement but working with a highly diverse group of payers to ensure that their products are integrated into the healthcare system, as the success of new products relies heavily on the approval and support of private payers and government agencies.

With the increased saturation and competiveness in today’s market, managed market executives need to have a thorough understanding of how to best reach payer decision makers in order to ensure their products gain the proper reimburse-ment support. This program will highlight industry leaders in managed market and managed care account management, who as presenters will share their experiences and knowledge which will be of great benefit to all attending delegates. In-dustry thought leaders will cover a wide range of topics from establishing working relationships and partnerships with pay-er market executives, building and delivering thorough value propositions through to healthcare reforms effect on MCOs, Medicare, and Medicaid. Expert presenters will also highlight the future of Accountable Care Organizations and consumer driven pricing strategies such as co-pay cards.

Overall, this comprehensive two-day conference program is fo-cused on bringing key industry leaders and executives together to network, knowledge share and openly discuss the challeng-es that they face on a daily basis when managing relation-ships with government and commercial payer organizations.

PROGRAM OVERVIEW: DISTINGUISHED PRESENTERS INCLUDE:Paul AllenVice President, Strategic ServicesOLSON RESEARCH GROUP, INC.

Don SawyerVice President, Market AccessIRONWOOD PHARMACEUTICALS

Darren ClineVice President, Marketing, Managed Markets and ReimbursementSEATTLE GENETICS

David CarlsonVP, Strategy and OperationsPHARMAMETRICS

Yrena FriedmannPharmacy DirectorAETNA

Peter ReedCorporate Account ExecutiveENDO PHARMACEUTICALS

Joel SangermanDirector, Payer RelationsDEPUY MITEK

Norman ThurstonHealth Reform Implementation Coordinator; Office of the GovernorSTATE OF UTAH

Harry JordanDirector, National Accounts, RAM Teams Managed Care DivisionMYLAN SPECIALTY

Joanne Chia, PharmD, RPhManager, Managed Markets Sales TrainingUCB

Monica R. Chmielewski, Esq.Special CounselFOLEY & LARDNER LLP

Greg DillAssociate Regional Administrator, Medicare Fee- for-Service OperationsCMS

Raymond SwisherBranch Manager, Medicare AdvantageCMS

Scott WilhoitVice President, Marketing and Managed MarketsAUxILIUM PHARMACEUTICALS

Jeff HendersonVice President, Managed Markets and HCV MarketingVERTEx PHARMACEUTICALS

Marc WatrousVice President, Payer Account ManagementGENENTECH

Robert PhiloDirector, Commercial Managed Care & Government AffairsRECKITT BENCKISER PHARMACEUTICALS

Michael del AguilaSenior Director; Head, Health Outcomes & Payer Support Group – US Medical AffairsGENENTECH

Chris GerberDirector, Managed Markets OperationsSHIONOGI, INC

Eric KudzinskiAssociate Director, National AccountsWATSON PHARMACEUTICALS

Jeff HaushalterDirector Managed Care StrategyUCB

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MEDIA PARTNERS:

SPONSORS:

7:00 – 7:50 REGISTRATION & CONTINENTAL BREAKFAST

7:50 CHAIRPERSON OPENING REMARKS

8:00 KEYNOTE PANEL: FORECASTING TRENDS & CHANGES IN THE INDUSTRY EFFECTING MANAGED MARKET OPERATIONS • Changes and challenges brought about by healthcare reform initiatives • Debating the future of partnerships between pharmaceutical and biotech organizations with commercial and government payers• Analyzing the effect specialty pharmaceutical and personalized medicine will have on organizations’ marketing stratagemDarren Cline, SEATTLE GENETICS Don Sawyer, IRONWOOD PHARMACEUTICALS Jeff Henderson, VERTEx PHARMACEUTICALSMarc Watrous, GENENTECHChris Gerber, SHIONOGI, INC Paul Allen, OLSON RESEARCH GROUP, INC

8:50 UTILIzATION OF PAYER SEGMENTATION STRATEGIESThe complexity and competitiveness of the current healthcare market has many pharmaceutical companies looking to improve the allocation of man-aged market resources and consequently, are employing market segmenta-tion in order to best accomplish this task. Through the evaluation of data regarding an account’s performance and culture, executives are better able to prioritize these accounts allowing managed care executives to tailor more precise sales and communications strategies. It is vital for executives to rec-ognize and understand the variables involved in segmentation decisions in order to properly allocate the organizations’ manpower.• Determining whether to utilize customer or product-based segmentation tactics• Tailoring sales plans for newly created account segments• Effective segmentation strategiesJeff Henderson, Vice President, Managed Markets and HCV MarketingVERTEx PHARMACEUTICALS

9:40 COFFEE & NETWORKING BREAK

10:00 MANAGED MARKETS MONEYBALLPharmaceutical and biotech executives negotiating contracts with managed care entities have always struggled with the most basic of questions. How much of a discount should I offer? What will be the performance of my brand if I do the deal? What if I walk away? The most common analysis is a combina-tion of guess work and anecdotes that make their way into an ad hoc spread-sheet. We will illustrate how concepts described in the book and movie Mon-eyball can be applied to Managed Market Contracting negotiation process.David Carlson, VP, Strategy and OperationsPHARMAMETRICS

10:50 NAVIGATING THE EVOLVING LANDSCAPE OF THE MEDICARE ENVIRONMENTThe approach that pharma organizations use to gain patient access through the governmental Medicare program must be very detailed and tailored as face to face time with Medicare executives is extremely limited. It is estimated that Medicare enrollment, due to the retirement of baby boomers, will increase from 2010’s 48 million enrollees to an estimated 80 million by 2030 which will drastically in-crease the organizations spending from $560 billion to a projected $1 trillion by 2022. The passing of the Patient Protection and Affordable Care Act appreciably improved Medicare’s financial situation but they are still focused on lower over-all spending costs and executives should have knowledge of the current regula-tions and pricing decisions affecting Medicare coverage of medical therapies.• What type of value proposition and clinical data does Medicare want to see • Assessing current Medicare rebate practices• Understanding underlying differences between Medicare parts A, B, C, DGreg Dill, Associate Regional Administrator, Medicare Fee-for-Service Operations, CMS

Raymond Swisher, Branch Manager, Medicare Advantage, CMS

11:40 UTILIzATION OF MANAGED MARKETS TRAINING PROGRAMS TO ENHANCE SALES COMPETENCIES Managed markets account executives must possess extensive knowledge of all relevant clinical data regarding the therapies they are selling to payer or-ganizations, while upholding market familiarity from the payer’s perspective as well. In the past, providing the features and benefits of products was a suf-ficient approach strategy, but today, payers feel that organizations that have a sound understanding of the decision framework that MCOs follow are bet-ter equipped to highlight the advantages of their products. Pharmaceutical executives recognize the need to revamp internal training processes in order to ensure that all managed care account managers possess a thorough com-prehension of not only a products clinical data, but the payer business; this knowledge will better allow executives to tailor a product’s value proposition.Joanne Chia, PharmD, RPh, Manager, Managed Markets Sales TrainingUCB

12:30 LUNCHEON FOR ALL ATTENDEES, SPEAKERS, AND SPONSORS

1:30 PANEL DISCUSSION: ESTABLISHING PARTNERSHIPS WITH MCOS TO IMPROVE TOTAL COST OF CARE• Viable current partnership models that have been successful in today’s market• Aspects to consider in partnership development ensuring long term success• Troubleshoot past failed payer & industry partnerships and lessons learned Joel Sangerman, DEPUY MITEKDon Sawyer, IRONWOOD PHARMACEUTICALS Eric Kudzinski, WATSON PHARMACEUTICALSPeter Reed, ENDO PHARMACEUTICALSDavid Carlson, PHARMAMETRICS

2:20 UTILIzING SCIENTIFIC INFORMATION TO SUPPORT PRODUCT VALUE PROPOSITIONS WITHOUT INFRINGING ON ANTI-KICKBACK STATUTE Managed markets departments, much like other sales and marketing divi-sions, are required to comply with the legal requirements set forth by the federal Anti-Kickback Statute. While the practice of therapy discounts is considered an exception protected by the Managed Care Safe Harbor, phar-maceutical organizations are evaluating what form of additional scientific information can be distributed to support a product’s value without infring-ing on the Anti-kickback Statute. For this reason, it is critical for managed care executives to have a firm understanding as to what type of supporting evidence and outside research studies are considered added-value items by payer organizations and the FTC. • Reviewing what is protected under the Managed Care Safe Harbor• What supporting scientific information organizations can legally utilize• Importance of training managed care executives on Anti-Kickback regulations Monica R. Chmielewski, Esq., Special CounselFOLEY & LARDNER LLP

3:10 COFFEE & NETWORKING BREAK

3:30 CONSTRUCTION AND COMMUNICATION OF THOROUGH PRODUCT VALUE PROPOSITIONS The development of a robust and impactful value proposition is essential to pharmaceutical organizations when attempting to gain payer funding sup-port, especially when facing a market challenged with shrinking product dif-ferentiation. Value propositions need to focus on more than just the clinical facts but also highlight the underlining long term benefits that the product can offer to patients and payer organizations. The foundation of a payers’ needs lies with not only the efficacy of the product but the overall financial implications; and managed care executives that recognize this fact are better able to customize the product’s value proposition to address these needs. • Examining the primary needs of target payer organization• Customizing value propositions to specifically address payer requirements• How does CER assist in building thorough value propositions? Scott Wilhoit, Vice President, Marketing and Managed MarketsAUxILIUM PHARMACEUTICALS

4:20 ASSESSING MANAGED CARE OUTCOMES AND COVERAGE TRENDS FOR SPECIALTY PHARMACEUTICALS Currently, one to three percent of healthcare policy holders are taking some form of specialty pharmaceutical therapy, which has significantly fueled the debate regarding total cost management of these products. Since the re-lease of specialty therapies onto the market, pharmaceutical manufacturers and managed care organizations have faced the increasingly difficult chal-lenge of balancing the high cost of paying for these therapies while ensur-ing that patients in need have open access to these treatments. Through in-depth discussion, managed care leaders will address how pharmaceutical manufacturers and payers can execute forward thinking initiatives to address the rising coverage challenges surrounding specialty pharmaceuticals. • Predicted future of total cost management for specialty pharmaceuticals• Showcasing overall therapy benefit to support high cost• Increasing patient accessibility to specialty therapiesYrena Friedmann, Pharmacy DirectorAETNA

5:10 DAY ONE CONFERENCE CONCLUDES

DAY ONE / MONDAY, JULY 30 / PHARMA & BIOTECH MANAGED MARKETS AND PAYER MARKETING STRATEGIES

500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com

8:00 REGISTRATION & CONTINENTAL BREAKFAST

8:25 CHAIRPERSON OPENING REMARKS

8:30 DECODING THE EVOLVING ROLE OF ACCOUNTABLE CARE ORGANIzATIONS AND THE IMPACT ON PAYER MARKETING STRATEGIES The Congressional Budget Office released forward looking Medicare spend-ing estimates for the next decade showing that Medicare costs are expected to rise from $560 billion in 2010 to an excess of 1 trillion dollars in 2022. The drastic increase is due to the presumed enrollment increase that is to occur as the baby boom generation reaches the eligible age and is being carefully watched by pharmaceutical manufacturers. Government has sought to cur-tail the rise in costs through the development of the Shared Savings Payment plan that was enacted with the passing of the healthcare reform bill. These shared savings will serve as a financial incentive for doctors, hospitals and health plans to work together in a new Accountable Care Organization model. Understanding these new partnerships and how organizations are structuring new ACO governing models is vital to managed market executives in order to formulate their value propositions for this new model of healthcare providers. Joel Sangerman, Director, Payer RelationsDEPUY MITEK

9:20 EMPLOYING COMPARATIVE EFFECTIVENESS RESEARCH DATA TO HIGHLIGHT PRODUCT’S ECONOMIC AND CLINICAL VALUEComparative effectiveness research serves to target health care spending towards therapies that have proven long term, real world treatment success. As managed care organizations evaluate new therapies to determine what level of coverage and access to allow, payers analyze the product on three main levels including cost, quality and overall effectiveness. Properly align-ing a products clinical data with comparative effectiveness research studies to support therapeutic efficacy can assist pharmaceutical organizations in securing a more preferred level of coverage for managed care providers. • Outline the growing importance of comparative effectiveness studies in the managed care environment• CER data that will best support product’s clinical research information• Weighing the value of CER data vs. the potential costMichael del Aguila, Senior Director; Head, Health Outcomes & Payer Support Group – US Medical Affairs, GENENTECH

10:10 COFFEE & NETWORKING BREAK

10:30 ExAMINING CURRENT MEDICAID SPENDING AND POLICY IMPACT ON MANAGED MARKETS In the 2011 fiscal year, United States Medicaid spending reached $398.6 billion which was a 10.1% increase in spending from the previous 2010 fis-cal year. This rise in spending was instigated by the 5.5% enrollment jump which stemmed primarily from the economic downturn; and will continue to increase as a result of the healthcare reform’s changes to Medicaid eligibility. Managed market executives who oversee state Medicaid accounts are allot-ted the difficult task of navigating tight pricing restrictions, strict regulations, and the uncertainty of Medicaid operations as it deals with enrollment expan-sion. It is vital for pharmaceutical organizations to stay current in regards to government and state Medicaid regulatory and operational changes in order to effectively modify sales strategies to ensure products garner proper spend-ing support. • Evaluating upcoming AMP changes effect on Medicaid spending decisions• How Medicaid expansion will influence managed market operations• Pricing strategies to utilizing when approaching state Medicaid programsPeter Reed, Corporate Account ExecutiveENDO PHARMACEUTICALS

11:20 DEMYSTIFYING STATE ExCHANGES’ EFFECTS ON THE PAYER MARKET One of the primary variables of the 2010 Patient Protection and Affordable Care Act was the establishment of state based healthcare exchanges that would allow individuals the ability to better compare existing insurance op-tions, while also providing low income persons with improved access to lower premium coverage. All state exchanges are mandated to be fully functional by the January 2014 deadline and as of January 2011, thirteen states had passed laws in support of the creation of exchanges. States governments that choose to participate in the establishment of these exchanges are being offered a large amount of flexibility in deciding how to configure these pro-grams from governing boards and its choice in acceptable insurance plans. Managed market executives are keeping a close eye on the structure of these exchanges to determine how to best create value propositions and approach strategies after these state exchanges are launched.Norman Thurston, Health Reform Implementation Coordinator, Office of the Governor, STATE OF UTAH

12:10 LUNCHEON FOR ALL ATTENDEES, SPEAKERS AND SPONSORS

1:30 UCB CASE STUDY PRESENTATION: BENCHMARKING IMPACT OF CURRENT APPLIED STRATEGIESJeff Haushalter, Director Managed Care StrategyUCB PHARMACEUTICALS

2:20 DECODING THE ADVANTAGES ASSOCIATED WITH RISK–SHARING CONTRACTS IN CURRENT HEALTHCARE MARKETRisk-sharing contractual agreements are not a new concept within the phar-maceutical market, but due to a lack of great successes in utilizing this form of contracting it is not a highly preferred method. However, as the market be-comes increasingly saturated with me-too products and new therapy classes are created, many executives are debating the future that risk-sharing agree-ments will have on industry and payer relationships in order to ensure prod-ucts retain good coverage and access. Conceptually shared risk agreements are meant to assuage the cost burden of these products and it is essential that executives evaluate the time and manpower that would be required to create and manage these contracts in the future.• Ascertain which therapies are better equipped for risk-sharing contracts• Calculating potential ROI of risk-sharing agreements• Is ROI significant enough to warrant entering into risk-sharing contracts? Eric Kudzinski, Director, National AccountsWATSON PHARMACEUTICALS

3:10 COFFEE & NETWORKING BREAK

3:20 RECOGNIzING THE INFLUENCE OF PHARMACY AND THERAPEUTIC COMMITTEES ON PRODUCT ACCESS Pharmaceutical and Therapeutics (P&T) Committees are established through most hospitals and IDNs to act as an intermediary between medical staff and pharmacy operations. The primary critical objective of P&T Committees is the selection of drug and therapy choice available to medical staff in an attempt to control the hospital’s over spending. Understanding the decision frame-work and selection process that P&T committees employ when conducting drug evaluations will be vital to managed market executives when developing and highlighting a product’s value propositions and therapeutic advantages for patients. Robert Philo, Director, Commercial Managed Care & Government AffairsRECKITT BENCKISER PHARMACEUTICALS

4:10 DEVELOPING SYNERGIES BETWEEN ACCOUNT MANAGERS AND FIELD SALES TO HELP DRIVE YOUR BUSINESSHaving set up several Regional Account Management Teams for several com-panies, the importance of partnering with sales to establish better communi-cation, business acumen and enhanced field pull through of your formulary rebate contracts is a must. This program will speak to the importance of managed care training from both a national and regional perspective along with how to help establish better business acumen so there are more syner-gies between account managers and field sales. These synergies break down the barrier of communication between managed care and sales, develop in-teractive pull through programs and create an increase business acumen for the sales force and account management teamsHarry Jordan, Director, National Accounts, RAM Team, Managed Care DivisionMYLAN SPECIALTY

5:00 CLOSING REMARKS & CONFERENCE CONCLUDES

DAY TWO / TUESDAY, JULY 31 / PHARMA & BIOTECH MANAGED MARKETS AND PAYER MARKETING STRATEGIES

500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com Q1 Productions. Quality First.

ANTITRUST STATEMENT

As participants in this educational meeting, we need to be mindful of the constraints of antitrust laws. For that reason, we must all use our personal judgment to ensure discussions do not infringe on these regulations. This program is a forum for industry leaders to discuss how managed markets and payer support activities can develop and grow in today’s healthcare environment and not to address any proprietary or anticompetitive topics. If you have any questions regarding allowed antitrust behavior, please check with your legal departments.

500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com

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PHARMA & BIOTECH MANAGED MARKETS AND PAYER MARKETING STRATEGIESJuly 30-31, 2012 / CHICAGO, IL

PREVIOUS ATTENDEE COMPANIES INCLUDE:ATTENDEE PROFILE:

SPONSORSHIP OPPORTUNITIES:

Executives that will find this program of greatest relevance are those cur-rently working to enhance payer and managed markets relations within pharmaceutical and biotechnology corporations. Job titles of those execu-tives that will find this program to be most applicable to their job functions include:• Payer Relations• Payer Planning• Managed Markets • Managed Care

At this time, there are a variety of sponsorship and exhibition opportunities available for companies wishing to increase their visibility and participation in the program, ranging from keynote speaking opportunities through to ex-hibitor and documentation sponsors. Organizations most suitable for this type of exposure provide services and solutions including:• Reimbursement consultants• Market access consultants• Managed markets research groups• Managed care analytics solution providers

CONTACT Q1 PRODUCTIONS:

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q1 Productions designs and develops webinars, training courses, confer-ence programs and forums aimed at specifically targeted audiences in order to provide strategic and timely information. Through a rigid pro-duction process focused on end-user research and design, our team is able to understand the immediate business concerns of today’s leading executives. Whether focusing on new or pending legislative issues, en-hanced business processes or technologies that will drive efficiency and customer service, our programs provide solutions to the urgent needs of our attendees.