v i s i t u s o n
c o m
Drive Information Capture, Improve Data Analysis and Leverage
Web 2.0 Technologies to
Improve Internal and External
Medical Affairs Communications
October 21, 2008 * Courtyard Downtown Philadelphia * Philadelphia, PA
CONFERENCE CHAIRMAN:
Steve Schmidt, Senior Vice President,
Information Innovation Center,
Vertex Pharmaceuticals
E L I T E F A C U LT Y I N C L U D E S :
Michael L. Cowan, M.D., FACP,
Chief Medical Officer, BearingPoint, Inc.;
retired Vice Admiral, U.S. Navy
Ross D. Martin, M.D., MHA,
Director, Health Information
Convergence, Life Sciences,
BearingPoint, Inc.
Tim Batchelder, U.S. Medical Information,
Manager, Business and Systems
Resources, EMD Serono
Chris Shilling, Innovation Agent,
Newhow Knowhow
Stanley Hochberg, Director, Graduate
Program in Health Informatics,
Northeastern University
Michael N. Liebman, Ph.D.,
President/Managing Director,
Strategic Medicine, Inc
t h e w e b a t w w w . c b i n e t .
• Determine who is ultimately responsible for the
information exchanged or developed online
• Capture data through online tools while developing a
common data model and providing integrated
community-building environments
• Integrate web-based data into warehouses, business
intelligence tools and mash-ups to yield faster
development and easier data re-use
• Connect cell phone enabled web applications,
inexpensive telemetry capabilities, various data feeds
and wireless technologies to enable comprehensive
data collection
• Hear how the universal search approach can benefit
external parties by enabling them to access product
information, clinical data and market research
all in one portal
Outstanding Support
Provided by:
Organized By: TO REGISTER OR FOR MORE
INFORMATION:
Phone: 800-817-8601
A Subsidiary of Web: www.cbinet.com
Email: cbireg@cbinet.com
 Tuesday, October 21, 2008
7:00 Main Conference Registration
8:00 Chairman’s Opening Remarks
Steve Schmidt, Senior Vice President, Information Innovation Center,
Vertex Pharmaceuticals
Mr. Schmidt leads in the exploration and evaluation of transformational information
technologies, practices, and trends that can radically improve or reshape information
use within healthcare or life sciences that are pertinent to Vertex. Prior to his current
position, Mr. Schmidt was the Chief Information Officer of Information Systems at
Vertex. Mr. Schmidt was responsible for the harmonization and integration of systems
and information among Discovery, Development, Commercialization and general
administration in Vertex's regulatory and business environment. Mr. Schmidt joined
Vertex in 1997 from Parke-Davis Pharmaceuticals, where he served as Director,
Preclinical Scientific Computing. Steve received a B.S. in chemistry from the
University of Wisconsin and an M.S. in chemistry from San Diego State University.
He has over 26 years of experience in various roles in the Pharmaceutical industry.
Assess the Evolving Web 2.0 Landscape and Data Governance
8:15 The Current Web 2.0 Data Model and Its
Role in Enabling Collaboration
As companies continue to embrace emerging web 2.0 trends in
online collaboration and information sharing, technologies and
systems to best support these initiatives have been in high
demand. The challenge becomes how to best quantify and
P understand the constant knowledge exchange that is taking
place between industry, scientists, physicians and others.
A This panel discusses the overall goals of online information
exchange and how to effectively capture data through a number
N of existing online tools while developing a common data model
E and providing integrated community-building environments.
• Current design, architecture and components of
L an integrated data model in the web 2.0 domain
• The benefits of informatics for enabling increased
collaboration and knowledge share
• The future affects of web 2.0 on health information exchange
Moderator: David Memel, former Head, Medical Affairs, Roche Diagnostics
Panelists: Tim Batchelder, U.S. Medical Information, Manager, Business &
Systems Resources, EMD Serono
Steve Schmidt, Senior Vice President, Information Innovation Center,
Vertex Pharmaceuticals
Stanley Hochberg, M.D., Director, Graduate Program in
Health Informatics, Northeastern University
9:00 Web 2.0 Governance and Information Management
in the Biopharma Industry
Dialogue and collaboration between physicians, clinicians,
scientists and pharma industry executives continue to grow online.
As the industry becomes more involved in this collaboration,
there is a growing question of who is truly responsible for the
information disseminated during knowledge exchange. Medical
communications, information and knowledge management
functions are increasingly leading the use and management of
web 2.0 platforms as channels to store, disseminate, share and
analyze scientific knowledge both internally and externally in the
enterprise. This session takes a real world look at these initiatives
within the context of a global biopharma company.
• Assessment & Business Analysis: Understanding
Customer Perspectives, Roles and Channels of Online
Pharma Communications
• Competitive Intelligence & Alerts: Benchmarking Best
Practices in Web 2.0 and Leveraging Online Databases
Case • Learning & Collaboration: Knowledge Capture and
Development thru Social Collaborative Environments
Study
• Reporting & Business Intelligence: Monitoring and
Assuring Compliance, Performance and ROI
David R. Hayward MBA, Executive Vice President, VP Client Relations,
Online Business Applications
Tim Batchelder, U.S. Medical Information,
Manager, Business & Systems Resources, EMD Serono
Enhance Web 2.0 Partnerships
Through Collaboration Technologies and Portals
9:45 Selecting the Most Effective Technologies and
Systems to Encourage Collaboration
As the web 2.0 world continues to evolve, more and more
technologies and systems are emerging that enable a constant data
exchange between involved parties, scientists, researchers and
medical affairs professionals. With so many technologies
available, deciding which one best fits your overall business and
communication goals can be a daunting task. Possessing a firm
understanding of current and emerging technologies that are
enabling collaboration internally and externally and where their
strengths and weaknesses lie can play an important role in
increasing discovery, development and education.
• Overview of available technologies
* portals, social software, collaboration management
tools, wiki and mash-ups
• Steps to choosing the correct one to best fit your end goals
Chris Shilling, Innovation Agent, Newhow Knowhow
10:30 Networking and Refreshment Break
11:00 Universal Enterprise Search —
Improving Productivity and Collaboration
Information technology has evolved beyond the “Age of the
Computer” into the “Age of the Network.” Beyond their use on
the Internet, search engines now have same potential for finding
and acquiring information within an enterprise. Enterprise search
is an emerging technology where knowledge seekers can find
any document within an organization–whether that be a single
organization or a system of systems–through one simple search.
• Learn how enterprise search can benefit the
pharmaceutical industry with the ability to search web-
based and non-web-based sources of data, information
and knowledge
• Hear how enterprise search can benefit external parties
by enabling them to access product information, clinical
data and market research all in one portal, to improve
efficiency, productivity and collaboration
Michael L. Cowan, M.D., FACP, Chief Medical Officer,
BearingPoint, Inc.; retired Vice Admiral, U.S. Navy
11:45 Gather Intelligence on Individual Patients
Through Effective Provisioning of Information
Connection Technology
Daily lifestyle decisions will continue to grow as a significant
factor in treatment results. In order to collect actionable data
patient-by-patient, hear how Vertex utilizes a combination of
new information connection technology to provide data that
generates timely warnings of health problems and additional
insights into the treatment of Cystic Fibrosis with their current
orphan drug candidate. Understand how, through this
collaboration technology and the utilization of inexpensive,
ubiquitous, wireless technologies, data collection for a small
population is feasible for the first time. Knowing timely and
accurate behavioral and biomarker information sooner can
improve the quality of care and outcomes. In this session,
understand how Vertex:
• Connects telemetry devices, cell phone-enabled
Case web applications and various data feeds to enable
Study comprehensive data collection
• Analyzes longitudinal data to identify trends in the
aggregate contemporaneous, biometric, behavioral
and environmental data received through this
technology collaboration
• Applies results of such a system to benefit scientists,
physicians, industry, patients and their families
Steve Schmidt, Senior Vice President, Information Innovation Center,
Vertex Pharmaceuticals
12:30 Luncheon
2:00 Developing Effective Partnerships with
Online Communities
Online communities are becoming major drivers in the online
conversation between patients, clinicians, physicians and other
stakeholders. For pharmaceutical companies, these online
communities can be a powerful tool in allowing physicians and
patients to have access to important clinical and product data in
real time which allow for an increased, transparent and efficient
exchange of knowledge. In this session, learn how to develop
effective partnerships with online communities and discuss:
• Best steps for developing mutual partnership goals
and outcomes
• How to best transform product information in the fast
moving web 2.0 environment
• How to ensure regulatory compliance through
mutual understanding of guidelines
Speaker TBD
2:45 Leveraging Information Convergence to Better
Connect Life Sciences and Healthcare
The continued emergence of electronic clinical data and methods
for analysis is opening new opportunities for pharmaceutical
companies to collaborate with healthcare providers and
regulators to improve the quality, safety and efficiency of
products. In this session, hear about the eHealth Initiative’s
Connecting Communities for Drug Safety Collaboration.
• Hear initial findings and recommendations from the
eHI’s Connecting Communities for Drug Safety
Collaboration to investigate how pharmaceutical
companies can leverage health IT and health information
exchange to detect medical events and evaluate their
association with medication use.
• Learn how health information exchange communities can:
* access the eHI Collaboration toolkit to assess their
readiness for electronic data to detect and evaluate drug
Case safety signals
Study * leverage the eHI Collaboration to establish drug safety
surveillance programs using electronic data sources
• Understand the role of pharmaceutical companies in
supporting this approach to drug safety surveillance
Ross D. Martin, M.D., MHA, Director, Health Information Convergence,
Life Sciences, BearingPoint, Inc.
3:30 Refreshment and Networking Break
4:00 Closing the Gap—
EMR, PHR and Clinical Data
• Understand the benefits of integrating clinical data early
in the Pharma process:
* early insights into drug safety and clinical trial design
* early-stage decision support for drug development
* disease modeling strategies
• Pharmaceutical company’s need to evaluate and
integrate available data
Michael N. Liebman, Ph.D., President/Managing Director,
Strategic Medicine, Inc
4:45 Electronic Health Records as an Emerging
Data Source — Opportunities and Challenges
Increased usage of electronic health records creates new data
stores relevant to all sectors of healthcare. Organizations
wishing to successfully utilize this data must understand the
constraints on usage, the types of data captured, the structure
and coding of the data, the standards for transmission and the
existing models for access. In this session:
• Understand the potential value and limitations
of data captured within electronic health records
• Assess the legal and technical constraints
on usage of the data
• Analyze potential approaches to
electronic health record data mining
Stanley Hochberg, M.D., Director, Graduate Program in Health Informatics,
Northeastern University
5:30 Close of Conference
5:30-6:30 Networking, Wine & Cheese Reception
Join colleagues and friends in a relaxed setting.
photo by: Photolink / Getty Images
Who Should Attend:
You will benefit from attending this event if you work in the
bio/pharmaceutical industry and have responsibilities or involvement in the
following areas:
• Medical Affairs • Knowledge Management
• Medical/Health Information • Information Systems/Technology
• Health Informatics • Pharmacovigilence
• Research and Discovery • Medical Communications
This conference will also benefit consultants, technology vendors and
companies providing services to the above audience, content management
systems, web 2.0 technologies, business intelligence, software as service and
medical information databases.
Welcome Interested Sponsors:
CBI Research, Inc.’s corporate sponsors represent select companies that share a
common mission: business advancement through thought leadership, strategic
interaction and innovation. Companies that sponsor with CBI carefully select
messaging, branding or positioning sponsorships which result in the successful
communication of their quality products and/or services available to the conference’s
targeted attendees. Opportunities ranging from strategic Co-Sponsor positioning,
to the simple power of a single Exhibit are available.
If you are interested in sponsorship or exhibit opportunities, please call Stuart Steller
at 781-939-2411, fax 781-939-2458 or email stuart.steller@cbinet.com
Current Sponsors Include:
 v i s i t u s o n t h e w e b a t w w w. c b i n e t . c o m
Drive Information Capture, Improve Data
Analysis and Leverage Scientific Knowledge Exchange
Strategies on:
Web 2.0 Technologies to • The benefits of enabling collaboration

Improve Internal and External and knowledge share

• Best data integration architecture

Medical Affairs Communications and techniques

• Patient data and dialogues to better
understand treatment trends
October 21, 2008
• The effective capture, integration and
Courtyard Downtown Philadelphia * Philadelphia, PA management of scientific information

CD-Rom Compendiums CBI Research, Inc.

600 Unicorn Park Drive, Woburn, MA 01801
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
2 weeks after the conference occurs. photo by: Keith Brofsky / Getty Images

• Registration Fee: Standard Rate Early Bird (by 8/15/08)

$1,095 $995

Early Bird Discount — Register by August 15, 2008 and SAVE $100. Registration Card DO NOT REMOVE MAILING LABEL. PLEASE RETURN ENTIRE FORM. PC08096
Fee includes continental breakfast, lunch, wine and cheese reception, refreshments
and CD-Rom Compendium. Please make checks (in U.S. funds drawn on a U.S. bank)
payable to CBI Research, Inc. (No personal checks accepted) Yes! Please register me for CBI’S DRIVE INFORMATION CAPTURE, IMPROVE DATA ANALYSIS AND LEVERAGE

• Team Discount: WEB 2.0 TECHNOLOGIES TO IMPROVE INTERNAL AND EXTERNAL MEDICAL AFFAIRS COMMUNICATIONS
Your organization may send 1 executive FREE for every 3 delegates registered. I am registering for the EARLY BIRD DISCOUNT We would like to take advantage of the TEAM DISCOUNT (see left for details).
All registrations must be made at the same time to qualify.
I cannot attend. Please send me a Conference CD-Rom Compendium.
• Discount Accommodations & Travel:
Contact CBI’s official travel service Travel Concepts for all of your travel needs. Do you have any special needs?________________________________________________
In order to receive CBI’s special discounted hotel rate, you must call
Travel Concepts at 800-640-8082 (508-879-8600 outside the U.S.) or PRIORITY CODE (appears below mailing address): ______________________________
email chris@travelconcept.com by October 6, 2008. Travel Concepts
can also negotiate low group airfares and car rentals. Mention that you 1. NAME POSITION Register 3
are attending CBI’s Drive Information Capture, Improve Data Analysis and Get 1 FREE
Leverage Web 2.0 Technologies to Improve Internal and External Medical 2. NAME POSITION
Affairs Communications to qualify for hotel and travel discounts.
Accommodations subject to availability. 3. NAME POSITION
• Venue:
4. NAME POSITION
Courtyard Downtown Philadelphia FREE
21 N. Juniper Street
COMPANY DIVISION
Philadelphia, PA 19107 CALL TRAVEL CONCEPTS
Negotiated rates only available through Travel Concepts TODAY AT 800-640-8082 ADDRESS
• Substitution & Cancellation:
Your registration may be transferred to a member of your organization up to 24 hours in CITY STATE/COUNTRY ZIP/POSTAL CODE
advance of the conference. Cancellations received in writing on or before October 2, 2008
will be refunded, less a $195 administrative charge. No refunds will be made after this date; TELEPHONE FAX E-MAIL
however, the registration fee less the $195 administrative charge can be credited to another
CBI conference if you register within 6 months from the date of this conference. In case of AUTHORIZED SIGNATURE
conference cancellation, CBI’s liability is limited to refund of the conference registration
fee only. CBI reserves the right to alter this program without prior notice. Payment Options: Payment in full is required to process registration. Please call with any payment questions.
Please Note: Speakers and agenda are subject to change without notice. In the event of a Enclosed is a check for payment in full (No personal checks accepted)
speaker cancellation, every effort to find a suitable replacement will be made. The opinions Please
MC/Visa: photocopy this
of the conference faculty do not necessarily reflect those of the companies they represent or form for
The Center for Business Intelligence. additional
Amex:
delegates.
• Satisfaction Guaranteed:
CBI stands behind the quality of its conferences. If you are not satisfied with the NAME (AS APPEARS ON CARD) EXP. DATE
quality of the conference, a credit will be awarded towards a comparable
CARDHOLDER SIGNATURE
CBI conference of your choice.

WEBSITE PHONE FAX E-MAIL MAIL

5 EASY WAYS www.cbinet.com 800-817-8601 781-939-2490 cbireg@cbinet.com Registration Dept.
339-298-2100 Please include all information CBI Research, Inc.
TO REGISTER outside the U.S. requested on registration card. 600 Unicorn Park Drive,
Woburn, MA 01801