2013 Conference Agenda

Members: Login and click on the links below to download conference Power Point presentations.

Sunday, May 5, 2013

1:00 p.m.- 5:00 p.m.

Conference Tutorial

Pharmaceutical Promotion Response: Beginning, Intermediate, and (a bit of) Advanced Topics
David Wood and Patrick Brundage, Axtria
Case Study (XLS)

Monday, May 6, 2013

8:15 a.m. - 9:45 a.m.

Keynote Presentation: The Future of Pharmaceuticals—The View from the Provider Side
Dr. Peter Salgo
9:45 a.m. - 10:15 a.m.Break

10:15 a.m. - 11:00 a.m.

General Session 1: What is the Role of Commercial Operations Effectiveness on Improving Pharmaceutical Company Business Performance?
George Chressanthis, Professor of Healthcare Management and Marketing, Temple University

11:00 a.m. - 11:45 a.m.

General Session 2: A Market-Driven Model for Managed Markets Alignments
Patrick Brundage, Axtria

1:30 p.m.- 2:15 p.m.

General Session 3: Do Page Views Equal Rx? Optimizing Media by Website Behavior
Lynda Gordon and Jane Portman, Merkle

2:15 p.m.- 3:00 p.m.

General Session 4: Building Win-Win Partnerships with Marketing: A Case Study Involving Promotion Response Measurement and Optimization
Irina Popova, Michael Allen Company, Paul Sandoval, Genentech and Kevin Kirby, Michael Allen Company

3:30 p.m.- 4:15 p.m.

General Session 5: An Entirely New Paradigm for Sales Force Effectiveness
Emily Zhao and Anindita Basu, IMS Health

Tuesday, May 7, 2013

8:00 a.m. - 9:00 a.m.

Keynote Presentation: Data Analytics for a Changing US Healthcare Market
Dan Mendelson, CEO, Avalere Health

9:00 a.m. - 9:45 a.m.

General Session 6: Why We Need a New Selling Model Now
JP Tsang and Ruoxin Li, Bayser

10:15 a.m.- 11:00 a.m.

TRACK A: Integrated Delivery Networks - Physicians as Salaried Employees: How is This Changing the Biopharmaceutical Selling Model Today?
Ganesh Vedarajan and Jude Konzelmann, ZS
TRACK B: Operational - Buy-and-Bill or Brown Bagging?
Yi Han, Ipsen and Yong Cai, IMS Health Inc.

11:00 a.m. - 11:45 a.m.

TRACK A: Integrated Delivery Networks - Interactive Influences of Organized Providers and Managed Care Organizations on Retail Prescribing Behaviour
Lingyun Su, IMS and Yilian Yuan, IMS
TRACK B: Operational – Account Based Selling: An Approach to Optimize the Selling Process
Robert Calafati, Sanofi, Bruce Carlson, Cognizant, and Kunal Gupta, Cognizant

11:45 a.m. - 1:45 p.m.

Poster Presentations
Download Poster Presentation Abstracts

AHP and Simulation for Clinical Development Prioritization
David Wood, Axtria

Brand Analytics Using APLD: How to Build an APLD Capability That is Greater than the Sum of Its Parts
Albert Whangbo, ZS Associates

Controversial Elements of Payer-Based Forecasting; Spillover: A Legend, Demystified
Joseph Musumeci and Casey Cormier, SkyLaunch Advisors

Getting Promotional Response Right in Oncology Markets - The Relative Contribution of Client and Competitive Personal Promotion, Brand Perception and Group Practice Affiliation on Treatment Choice
Brian Gibbs, ImpactRx, a Symphony Health Solutions Company

How to Unravel the Mystery of Relay Health’s E-Voucher Programs in Third Party Data Assets and measure the Effectiveness and Performance for Pharmaceutical Brands
Shiraz Hasan, IMS Health

Impact of Integrated Delivery Networks on Physician Decisions
Anindita Basu, IMS Management Consulting

Key Account Selling Models: How Research & Analytics Can Inform a New Way of Selling
Bill Coyle, ZS Associates

LOT (Line of Therapy) Targeting: Identifying Top Physicians by Line of Therapy and Measuring Individual Physician Market Shares in Oral/IV Combo Markets
Igor Rudychev, Bayser Consulting

Prospective Approach to Analyzing DTC Investment Decision
Anindita Basu and Barbara Somlo, IMS Management Consulting

Shift in Payor Mix: How to Predict and What Does it Mean for Pharmaceutical Companies?
Mukund Raghunath, Mu Sigma Inc.

A Test of the Conceptual and Structural Validity of the Van Westendorp Price Sensitivity Meter: A US Pharmaceutical Market Case Study
Amit Patel, Medical Marketing Economics, LLC

1:45 p.m. - 2:30 p.m.

TRACK A: Integrated Delivery Networks - Unlocking the Full Inherent Value of APLD Data
Mike von Gonten, Effective Marketing Management
TRACK B: Operational – Aim Carefully: Targeting in a Compliance Rich Environment
Paul DuBose, Principled Strategies and Julie Milford, Mallinckrodt LLC, a Covidien company

2:30 p.m. – 3:15 p.m.

TRACK A: Integrated Delivery Networks - An Integrated Approach to Primary Market Research and Forecasting Built on the Principles and Insights of Decision Analysis
David Katz, Integrated Insights
TRACK B: Operational – Routing Based Targeting Applications
David Bendall, AdvantageMS

3:30 p.m. – 5:00 p.m.

Panel Discussion - Incentive Compensation: A New Era
Kevin Kirby, Michael Allen Compan; Jim Castello, TGaS Advisors; Asheesh Sharma, Axtria Inc.; John Keon, The Marketing Advantage; Stephen Redden, ZS Associates; Steve Mermey, Alexander Group

Wednesday, May 8, 2013

8:10 a.m.- 8:55 a.m.

General Session 7: Empowering the Healthcare Consumer: The Impact of Consumer Driven Healthcare Plans on Drug Spending and Drug Utilization
Matthew Sulzicki and Lou Brooks, OptumInsight Life Sciences

8:55 a.m.- 9:40 a.m.

General Session 8: Market Access Strategy for a New Product Launch
Nitin Jain, ZS

10:05 a.m. - 10:50 a.m.

General Session 9: Evaluating the Impact of Provider Messaging Within the Electronic Prescribing Environment
Daniel Pucci, Allscripts

10:50 a.m. - 11:35 a.m.

General Session 10: Leveraging EHR + Data to Avoid the Dirty Dancing Syndrome for Pharma Brands
Steve Davis, Humedica
1:00 p.m.- 5:00 p.m.

Conference Tutorial

Jeremy Stamer and Julie Milford, Mallinckrodt LLC, a Covidien company