Register before Sept 14

for Maximum Savings

Digital
The Only Event Focusing
on Web 2.0 and it’s
Impact on Pharmaceutical

Pharma
Marketing
October 22-24, 2007
The Westin Princeton • Princeton, NJ
Accelerating to the Next Generation of Featuring: Two Pre- Conference Workshops
Marketing with Web 2.0, Consumer Generated Workshop A:
The Basics of Web 2.0:
Workshop B:
Measuring the Value:
Content, Social Media and much more! A Primer on the Revolution- Goals and Expectations-How
ary Components that Have to Gauge the New eMarketing’s
Hear from the Following Leading Pharma Changed Communications Impact on Your Bottom Line
Between Key Stakeholders
Marketers on these Cutting Edge Topics: Mark Gleason Blane McMichen
KEYNOTE ADDRESS Managing Partner eMarketing Consultant
Impacts of Digital Marketing Effectiveness Beyond Traditional HyGro Consulting Group Eli Lilly
Marketing Successes
Stefan Oelrich, Vice President & General Manager, With Participation from the following companies:
Women’s Healthcare, Bayer HealthCare Pharmaceuticals
Pharmaceutical, Biotech & Medical Device Companies:
How the Internet & Web 2.0 have forever changed the Abbott
Conversation between Corporations and Consumers Bayer HealthCare Pharmaceuticals Inc.
Bob Harrell, Director, E-Marketing, Shire Bayer Schering Pharma
Eli Lilly
An Examination of Social Media: Corporations and Blogging-A Genentech
Healthy Match? Johnson & Johnson
Mark Monseau, Director, Media Relations, Johnson & Johnson Medtronic
Novo Nordisk
Database Disease: Why Companies Choose Technology Over Shire
Progress, and How We Can Deliver Both Wyeth
Kim Milnes, Director, Commercial Support, Bayer HealthCare Pharmaceuticals Agencies & Other Leading Companies:
About.com
The Digital Core: Building Your Plan from the e-Side-Out American Cancer Society
Joe Shields, Product Director, ENBREL, Wyeth eScholastic
HealthEd
Death of the One-off : Collaboration With Cross Functional Teams IMC2
to Build Breakthrough On-Line Applications Spanning the Entire Marketing Technology Solutions
Global Organization Pharma Marketing News
Joy Appen-House, Manager, Global eBusiness, Abbott Labs Rosetta
Sermo (Online Physician’s Community)
Event Highlights: Vibrant Media
• A Point/Counter Point Interactive Debate (Featuring J&J & Pharma Marketing News): Why Pharma Wunderman
should Embrace Web 2.0 vs. Why the Industry should Play it Safe and Hold Off for Now
• Panel Discussion: The Future of Marketing: Where “e” is indistinguishable from the Old Channels Thank you to our Sponsors
• Understanding Online Communities: The Physician/Patient Perspective
• A Discussion of the Vision of Digital as it Pertains to the Customer Experience
• Creating Synergy with Public Relations and eMarketing to Deliver a Real Impact

To register call 866.207.6528

or visit us at www.exlpharma.com
 Digital
Mission Statement
Digital Pharma takes the “e” for Electronic
and pushes it forward into the Digital Era.

Pharma
October 22-24, 2007
This event strives to bring the industry into
the next generation of marketing, sales,
and media.

The Westin Princeton • Princeton, NJ

Who Should Attend? Dear Colleague,

This conference is designed for professionals from We have never been so excited about a conference in all the
pharmaceutical, medical device and biotech companies years that we have been working in this industry. It seems that
we are catching the wave just as it is cresting, and we look for-
with responsibilities in the following areas: ward to riding it with all of you. Make no mistake-the internet
is nothing new, but the industry needs to explore more fully
• Marketing & Sales the phenomenon known as Web 2.0, and all its implications
• Digital Marketing for communicating with patients and physicians. Pharma
Marketers do not need yet another “eConference” that raises
• Relationship Marketing the same old points and takes the same approach year after
• eBusiness/eMarketing year. Digital Pharma is a second generation conference for a
• Integrated Solutions new era of the most powerful communications tool ever cre-
• Advertising & Promotion ated. This event will help breath life into a topic that is now so
firmly entrenched in Pharma that the terms “eMarketing” and
• DTC Marketing “Internet” are rapidly disappearing from job titles. We can no
• Brand Management longer differentiate the “e” from traditional marketing. They
• Product Management are one and the same. The silos have been broken. Pharma
• eDetailing has been slow to adapt to new trends and technologies, and
rightfully so, as it needs to be cautious. However, things are
• ePromotions now moving fast and marketers are ready for a conference
• eBusiness that embraces the most cutting edge developments and puts
• Internet Communications them in the spotlight.
• Information Technology
Welcome to Digital Pharma!
• Information Systems
• Strategic Planning Best,
• Project Management
• Special Projects
• Customer Service
• Privacy Officers
• Regulatory Affairs
Jason Youner Kristen Hunter
This conference may also be of interest to: Conference Director Team Leader, Product Development
• Vendors, consultants, and organizations that specialize ExL Pharma Exl Pharma
in Pharmaceutical Interactive Marketing jyouner@exlpharma.com khunter@exlpharma.com
• Online communities, content sharing sites
Monday, October 22
Pre Conference Workshops
8:00 Registration for Workshop A
9:00 Pre-Conference Workshop A
The Basics of Web 2.0: A Primer on the Revolutionary Components that Have
Changed Communications Between Key Stakeholders
• What are Social Networking Sites? How do they Work? Why are they the Most Significant
Development in Healthcare Communications in the Past 50 Years?
• Back to the Basics: The Anatomy of a Blog and its Place in Health 2.0
• Understanding Consumer Generated Content and how it Impacts the Dialogue Between
Patients, Physicians & Pharma
Mark Gleason, Managing Partner, HyGro Consulting Group
12:00 Luncheon for Workshop A Attendees and Speakers
4:30 Workshop Day Concludes
Tuesday, October 23rd - Main Sessions Begin
8:00 Conference Registration & Continental Breakfast
8:30 Chairperson’s Opening Remarks
Keynote Address!
8:45 Impact of Digital Marketing Effectiveness Beyond
Traditional Marketing Successes
• Evolving eMarketing: How eMarketing Strategies Can Now Help Lead Traditional Marketing
Tactics for the Pharmaceutical Industry
• Next Generation eDetailing: It’s Providing More than One Vehicle for the Physician, its
Providing Multiple Choices and Multiple Reach
• Viral Marketing: Digital Targeting Strategies: Help You Be More Efficient With Marketing Spend
• Efficiency Parameters: With Proper Success Criteria, Results from eMarketing Can Help Digital marketers can contribute to their companies’ success in ways that go far beyond the
Formulate Brand Strategies Going Forward
• Regulatory Constraints: Even with the Strict Regulations, Pharma Companies Can Supply and opportunities, and we have an obligation to leverage them for the good of the company.
the Consumer Need and Demand for Web 2.0 Initiatives
Stefan Oelrich, Vice President & General Manager, Women’s Healthcare, Bayer HealthCare
Pharmaceuticals Inc.
9:30 Catching the *Cluetrain - How the Web is (Re)Humanizing
our Markets and Changing the Rules for Pharma
• Why the Traditional Firewall Between Pharma and its End Users (Patients) is Dissolving
Forever, Ushering in a New Era of Transparency and an Uncharted Regulatory Frontier
• How Authenticity will Become the New Competitive Advantage for Organizations who Com • Determine How to Effectively Meet Your Segment Market by Understanding Which Channels
mit to it -- and a Major Blind Spot for Those who Don’t
• The Challenges and Opportunities for Pharma Marketers in this “New” Environment
• Strategies for Building Influence and Advocacy Inside your Organization to Tackle the Touchpoints
1:00 Registration for Workshop B
1:30 Pre-Conference Workshop B
Measuring the Value: Goals and Expectations-How to Gauge The New
eMarketing’s Impact on Your Bottom Line
With so many new ways to present your product benefits, you need to know what to expect
from your investment. Learn How Digital Targeting Strategies Can Help You Be More Efficient
With Marketing Spend. This interactive workshop will allow you to exchange ideas and teach
you how to convert common measures into meaningful business metrics.
• Allocation Of Digital Pharma Budgets: Determining Which Interactive Mediums Have The
Largest Impact On Your Brands and How to Add Incremental Value Through Integration to
Extend Reach.
• Test to Prove the Concept and Prepare to Scale-Will it Provide the ROI necessary to Forever
Alter Media Spend?
• What Metrics are Currently in Place and How Will They Change as our Marketing Programs Change?
Blane McMichen, eMarketing Consultant, Eli Lilly
12:00 Luncheon for Workshop A Attendees and Speakers
4:30 Workshop Day Concludes
Enormous Change Challenge Ahead….Oops, it’s Already Here!
• Three Actions You Can Take Immediately to Get on Board and Catch the Cluetrain.
Bob Harrell, Director, eMarketing, Shire Pharmaceuticals
*Refers to the best-selling book The Cluetrain Mainfesto by Locke, et al, published in 2000,
which asserted a return to “marketplaces as conversations” as they had always been prior to
the industrial revolution.
10:15 Mid-Morning Networking & Refreshment Break
10:45 Database Disease: Why Companies Choose Techno-
logy Over Progress, and How We Can Deliver Both
Internet, and far beyond Marketing. Our unique skills and positioning mean unique insights
• Learn Why Companies Look to Technology to Solve Human Problems
• Understand the Risks and Benefits of this Habit
• Recognize the Signs in Your Own Organization
• Learn How to Help Solve your Companies Stickiest Problems and Deliver Successful Digital
Solutions.
Kim Milnes, Director, Commercial Support , Bayer HealthCare Pharmaceuticals
11:15 Letting Patients Guide Your Digital Marketing Plan
Best Communicate Target Messages
• Define a Media Roadmap to Reach Potential Targets and Keep them Actively Engaged at
Tuesday, October 23

Case Study of an Online Physician Community 1:30 Uncovering the “A ha!” moments on your Website
11:45 How MDs are Both Seeking and Jumping on New Web Sharing information is the first step in creating an educational, useful, and motivating website.
2.0 Technologies to Communicate & Collaborate However, if not handled properly, information can often turn into information overload. On
Whether it is the introduction of dedicated hospitalists, increased time and performance pres- many Web sites, it’s hard to know where to look, what to read, and how to find the key points.
sures, or more outpatient procedures, physicians rarely, if ever, spend time in the hospital The information is overwhelming and therefore, the educational opportunity is lost. In this
anymore. The doctor’s lounge is essentially a thing of the past. Add to that the fact that most workshop, we will explore how to share and present information so that it is truly educational.
physicians practice in small group settings of 2-3 physicians (that latest research indicates that We will cover the following:
nearly 75% of office-based physicians are working alone or in small group practices), it is quite • How to use interactivity and multimedia effectively
understandable why physicians are finding it increasingly difficult to collaborate and share • Ways to improve usability and comprehension
knowledge with each other. New Web 2.0 technologies are filling this void. • Techniques to make the information stick
Dive into a Physician Community with its Founder and CEO-Physician to Explore how Web 2.0 • Examples of complex information displayed in ways that make the “point” jump out
is Changing the Way Physicians Collaborate with Each Other:
• See how Physicians are Utilizing Web 2.0 Technologies to Exchange the Latest Insights and Barbara Pagano, SVP, Digital Development, HealthEd
Improve Patient Outcomes
• Discover how Social Media is Accelerating New Trends and Insights on Medications and Treatments Panel Discussion
• Weigh the Speed and Power of Peer-to-Peer Network Interaction to Improve the Quality of 2:00 The Paradigm shift: Web 2.0 and the New Era Of
Patient Care and Public Health Overall Pharmaceutical Marketing
• Physicians are Taking the Flow of Information into their Own Hands, Redefining how and • How to Approach the New Wave in Online Communications
When they Want to Gain Clinical Knowledge and Leveraging Social Networking Technolo- • Talking To Individuals Not Markets: How the Digital Era Has Forever Altered the Way We
gies for a New Level of Peer Review. Approach Pharmaceutical Marketing

Daniel Palestrant, Founder & CEO, Sermo Panelists:

Len Starnes, Head of Global E-Business, Primary Care, Bayer Schering Pharma
Donna Mastropietro, Manager, eCRM Division, J&J
12:15 Luncheon for Conference Delegates & Speakers Richard Meyer, Senior eMarketing Manager, Medtronic
Luncheon Address: Panel slots available: If you would like to gain excellent exposure for your company by being a
A Discussion of the Vision of Digital as it Pertains to the panelist please contact Jayson Mercado at jmercado@exlpharma.com or (212) 400-6236
Customer Experience
• Learn Best Practices from the e-division of the world’s largest publisher and distributor of 2:45 MID-AFTERNOON NETWORKING AND REFRESHMENT BREAK
children’s books
• Hear eScholastic’s Philosophy that all Online Touch Points Must be Used to Enhance the
Quality of the Customer’s Overall Experience .

Ciaran H. Bossom, Vice President, Marketing/Customer Experience, eScholastic

Track A - The Digital Influence on Sales and Marketing Track B - Applications of New Technologies
3:15 Driving “Hi-Water Mark” Results Through Innovative 3:15 Creating Trustworthy Web 2.0 Strategies that Serve
and Integrated Online/Offline Strategy and Creative
This session will present a real-world case study of an innovative program that uses digital
marketing to its fullest potential. Discover how GlaxoSmithKline’s alli™ turned the newest
over-the-counter weight-loss brand into an overnight sensation by combining up-to-the-
minute behavioral change insights with the newest emerging approaches to digital and
relationship marketing. imc²’s Karen Carr will present greater detail on this approach, its
results and how it could be applied elsewhere.
• How to Create Brand Experiences that Emotionally Connect - in an Environment Where
Over-Promising and Under-Delivering are Commonplace
• How to Leverage the Online Channel to Capture and Engage Prospects Where They Are
• How to Turn Carefully Executed Creative Strategy and Individualized Brand Experiences Into
Breakthrough Results
• How to Focus on and Incorporate the Role of Education to Ensure Product Success
• How to Build Trust with a Brand through Transparency
Karen Carr, VP, Strategy, IMC2
4:00 Challenges of eMarketing for Niche Markets
• Targeting Specialty Professionals versus Primary Care
• Direct-To-Patient (DTP) vs. DTC
• How agencies can succeed (and win more business)
Ben Lei, Group Manager, eMarketing, Genentech
4:45 How Consumers are controlling their media and
advertising consumption through DVRs, Satellite Radio,
Ad Filtering Technologies and now, the Internet.
Vibrant Media will demonstrate how today’s’ pharmaceutical manufacturers are using words
and phrases as triggers inside of relevant web content to deliver user-initiated video advertis-
ing to engage users across the internet.
• Why advertisers no longer need video content to deliver video advertising.
• Discover how the ability to deliver 250 million video ads using brand advertiser words and
phrases inside relevant web content has started a revolution that has given users control over
when they view video advertising.
5:30 Cocktail Reception Begins
Wednesday, October 24
8:30 Chairperson’s Recap of Day One
8:45 Precision Marketing: Bringing Together Sales and
Marketing Data to Create One View of the Customer
The Closed Loop Marketing (CLM) view of the customer will allow sales & marketing to deliver a more
specific message. The components of CLM come from sales, marketing and finance. In today’s world
most of the components sit in their own silos which adds value only to the group in that silo.
• Explore how Bringing Everything Together Allows Both Sales and Marketing to Have a True
Picture of the Customer; Therefore Having the Ability to Have a Greater Impact on Them
• Learn How to Bring Together the Key Elements of CLM to Allow for Robust Metrics
• Metrics will Give Marketing Insight into How the Reps are Delivering the Marketing Materi • Learn How By Working with Area Marketing, Scientific Affairs, Compliance, IT and Other
see next page for the rest of abstract
and Engage your Audience
• Adapt and effectively communicate by leveraging consumer generated content and social
networking
• Establish your brands with health-conscious consumers through relevance driven convenience -
right place, right time
• Reach your consumers with relevant content and brand messaging
• Educate your consumers on pressing health issues through new channels to provide targeted
marketing opportunities
Paul Cimino, Senior Vice President, Research & Development,
Marketing Technology Solutions
4:00 The Digital Core: Building Your Plan from
the e-Side-Out
Today, pharma brand managers have many choices to best allocate their limited resources. One ap-
proach is to start with a digital core, leveraging the precise targeting and efficiencies of digital media,
search, databases and online communities. From there one can continue to build a plan that lever-
ages the strengths of complementary offline channels to reach prospects and customers.
Learn to:
• Retool your Tactical Planning Process From the Inside Out
• Leverage your Customer Insights about Media Consumption
• Align your Internal and External Partners Around the Digital Core
• Politely Correct Your Colleagues When They Still Call the Internet a “New and Emerging Channel”
Joe Shields, Product Director, ENBREL, Wyeth
5:30 Cocktail Reception Begins
8:30 Chairperson’s Recap of Day One
8:45 Death of the One-off : Collaboration With Cross
Functional Teams to Build Breakthrough On-Line
Applications Spanning the Entire Global Organization
• Creating Profitable B2B Customer Value: Using the Internet Channel to Deliver the Virtual
Services Your Target Markets Really Want (not necessarily the ones you initially think you
should make!).
• Case Study: How We Doubled AbbottDiagnostics.com Traffic in Two Years Through Strategic
eMarketing and Promotional Programs, While Gracefully “Retiring” our Customer-Facing One offs.
see next page for the rest of abstract
Wednesday, October 24
als, and With This Data They Can Analyze What is and is Not Working and Make the Ap Departments and Industry Societies, the Global eBusiness Group Facilitated Several Indus
propriate Changes to Allow the Message to be More Impactful
• Discover How Sales will Have Insight Into Their Customers Most Common Needs and be Able
to Customize the Message Being Delivered to This Specific Customer
J&J has a vision of CLM, but has just begun to implement small parts of the big picture. CLM
will allow J&J the ability to see each encounter with a customer and therefore allowing them
to understand the customer better. With this better understanding sales can deliver the right
message, at the right time, the right way, with the proper follow-up.
Donna Mastropietro, Manager, eCRM Division, J&J
9:30 Personalized Marketing 2.0: How Enhanced
Connectivity Can Drive Measurable Business Results
• Learn the operating principles of successful marketing in the changing environment
• Understand how brands can leverage two-way dialogue with consumers and physicians to
build value
• Selected case studies of enabling connectivity for patients and physicians to generate
measurable business results
Nora Schultz, Partner, Rosetta
10:15 Mid-Morning Networking & Refreshment Break
10:45 Creating Synergy with Public Relations and
eMarketing to Deliver a Real Impact
• Review Tactical Integration of Online and Public Relations Initiatives
• Discuss Impact of Celebrity Spokesperson in Online Media and Public Relations
• How Event Marketing Can Create Great Synergy with Online Activities
• Hear an Overview of Shire’s Activities with a Celebrity Spokesperson and Creating Awareness Adam Pellegrini, Strategic Director Online, American Cancer Society
of ADHD Among Consumers Utilizing Event Marketing, a Celebrity Spokesperson, Public
Relations, and Online Activities
Mike Boken, Brand Director, Senior Product Director, Adderall XR/Vyvanse, Shire
11:30 Improving Sales, Marketing and Training Effective not Pushing Information
ness through the use of Digital Technology (Tablet • An Overview of Consumer Generated Media (CGM); Consisting of Blogs, Message Boards, Chat
PC, iPod/Smart Phone, Internet)
This case study explores three different technology approaches (hardware and software) to im-
proving pharmaceutical sales representative’s effectiveness at delivering high impact product
sales presentations consistently and in full compliance with regulatory requirements.
• Sales Representatives – Winning the “Hearts and Minds” of the Sales Representatives to
Embrace Digital Technology
• Product Marketer / Sales Trainer – Exploiting New Channels for Delivering High Impact
Digital Promotion and Training
• Physician/Customer – Impact of Digital Promotion on Perception of Sales Representative Marketing”
and Sales Message
• Three Technology Approaches Compared - Tablet PC & ProScape Software, iPod/Smart
Phone & LiquidTalk, Internet & LRN
• Pros and Cons of Different Approaches
Michael Burke, Vice President of Sales and Marketing, Ovation Pharmaceuticals
Tracks End-Main Sessions Reconvene
try-Leading, Multilingual Educational Scientific Webcasts, Providing Abbott Accounts with a
Valuable CME Opportunity
Joy Appen-House, Manager, Global eBusiness, Abbott Labs
9:30 Leverage the Internet to Reach Patients and Caregivers
Learn about innovative ways for reaching your target audience through custom internet pro-
grams. This session demonstrates how traditional disease awareness techniques, combined
with Web 2.0 approaches, are rapidly gaining acceptance as a way to effectively reach and
engage users and caregivers.
• Find How Users and Their Caregivers Perceive and Interact With, Health Information on the Web
• Identify What Types of Online Programs Technologies, are Most Effective at Building Brand
Awareness and Attracting Users and Caregivers
• Hear Examples of Campaigns that Have Effectively Integrated These Strategies and Tech-
nologies to Successfully Reach all Parties Involved in Healthcare Decision Making
Marjorie Martin, General Manager, About.com Health
10:15 Mid-Morning Networking & Refreshment Break
10:45 The Mission Perspective: Next Generation Marketing
in Practice at American Cancer Society
• Mobile Marketing and Mobile Search for Clinical Trial Promotion and Enrollment.
• New Generation of Mobile Health Kiosks: Using Flex and Personalization to Deliver Health
Information Via a Kiosk
• ACS’ Use of Flash to Develop Clinician Portals and Analytics to Track Flash Based Marketing
Efforts and Establishing Appropriate Key Performance Indicators (KPI’s)
11:30 How Consumer Generated Media (CGM) Influences
Health Decisions and Paves the Way for a New Era of
Healthcare Communications
• Understanding “Radical Transparency”: Where Web 2.0 is About Connecting Your Customers
Rooms, Reviews of Products on Commercial Sites, Online Chat Groups and Third Party Websites
• Hear an Insider’s Viewpoint on What it Means to be a Pharma Industry Blogger and Where
Blogging is Taking Us as Communicators and Marketers
• The Evolution of CGM into the Most Trusted Form of Advertising: How will blogging affect
the relationship between Pharma and patients/consumers
• What can Pharma Do to Embrace Web 2.0 and CGM?
Richard Meyer, Sr. eMarketing Mgr, Medtronic and Blogger, “The World of DTC
Speaking slots available: If you would like to demonstrate your expertise
in front of the Digital Pharma audience please contact
Jayson Mercado at 212 400 6236 or jmercado@exlpharma.com
Tracks End-Main Sessions Reconvene
Wednesday, October 24
Tracks End · Plenary Sessions Reconvene
12:15 Luncheon for Conference Delegates & Speakers
Luncheon Address:
Understanding Online Communities:
The Physician/Patient Perspective
How can we bring cutting edge technical medical care to the average patient? By using the
Internet to give the power of knowledge to everyone who needs it. With this information pa-
tients have more control of their medical care and will feel that their destiny is in their hands.
The patient is his/her own best advocate- however advocacy requires knowledge. Being part
of the medical community eliminates feelings of isolation and fear. Online communities are
providing the forums needed for this to occur. “Unity is Strength, Knowledge is Power, Attitude
is Everything” (From the Manifesto of the Lance Armstrong Foundation)
• Gain a Unique Perspective Into the Power of Online Communities with a Patient/Physician
who is Very Active in (and Serves as a Medical Advisor For) ACOR.org (Association of Online
Cancer Resources), ACKC (Action to Cure Kidney Cancer) and Cyclists Combating Cancer
• Learn How Online Communities are Empowering Patients Like Never Before, and Providing a
Beacon of Hope and Support
Kenneth D. Youner MD, Retired Gastroenterologist of 28 Years, Kidney Cancer Survivor
Patient Advocate, Livestrong Foundation & Action to Cure Kidney Cancer
Taking a Careful Approach to Web 2.0
1:30 An Examination of Social Media: Corporations and
Blogging-A Healthy Match?
• Developing an Understanding of the Blogging Community
• Learn What These New Applications Mean to You, Your Brand and Your Company
• Identifying the Risks and Opportunities of Working with Bloggers
• Working with the Organization to Educate, Inform and Ensure Alignment
• Discover the Role for Corporations in the Healthcare Blogosphere
Mark Monseau, Director, Media Relations, Johnson & Johnson
A Point/Counter Point Interactive Debate
2:15 Why Pharma Should Embrace Web 2.0 vs. Why The
Industry Should Play it Safe and Hold Off for Now
Join a pharmaceutical industry corporate communications manager and an industry blogger
in a debate of the issues surrounding the use of Web 2.0 technology – blogs, social networks,
other user-generated content sites – by the pharmaceutical industry for marketing, corporate
communications, and public relations purposes.
• Taking the Point is John Mack, a well-known publisher and blogger in the Pharma Blogo
sphere™, who argues that it is time for pharmaceutical companies to use the new Web 2.0
tools available to improve its marketing and public image.
• The Counter Point position is taken by Marc Monseau, Director of Media Relations at John-
son & Johnson, who will discuss the regulatory, legal and other concerns that require a cau-
tious approach to use of Web 2.0 by Pharma.
2:45 MID-AFTERNOON NETWORKING AND REFRESHMENT BREAK
3:00 After the Click ™ - A Scientific Approach to Online
Marketing
Search Engine Marketing is a critical strategy for today’s healthcare marketers. But did you know that
96% of the money spent on search leads to lost opportunities and abandoned or aborted searches?
That’s because it is generally about buying traffic vs. engaging with that traffic and establishing a
relevance-based dialogue leading consumers to take action. The After the Click ™ approach:
• Identifies your consumer segments and understands the origin of your visitors.
• Intelligently welcomes visitors, no matter how they reach you, and leads them through the
conversion cycle, including lead generation, survey completion etc:
• Constantly tests and optimizes offers, messaging and content so it is fresh, relevant and compelling.
• Listens to customers using sophisticated web metrics and responds to the feedback.
• Uses predictive and behavioural analytics to understand online behavior.
Mark Taylor, EVP, Digital Marketing Solutions, Wunderman
Panel Discussion:
3:45 The Present & Future of Marketing: Where “e” is
indistinguishable from the Old Channels
• Can Pharma adapt Web 2.0 into its Marketing Plans?
• 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 Mix.
Craig DeLarge, Senior Manager, Customer Database Management, Novo Nordisk
Blane McMichen, eMarketing Consultant, Eli Lilly
Kim Milnes, Director, Commercial Support , Bayer HealthCare Pharmaceuticals
Panel slots availableIf you would like to gain excellent exposure for your company by being
a panelist please contact Jayson Mercado at jmercado@exlpharma.com or (212) 400-6236
4:30 Conference Concludes
 Sponsorship & Exhibit Opportunities
Do you want to spread the word about your organization’s solutions and ser-
vices to potential clients who will be attending this event? Take advantage
of the opportunity to exhibit, underwrite an educational session, host a net-
working 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 opportunities, please contact:
Jayson Mercado
Director of Business Development
Media Partners (212) 400-6236
jmercado@exlpharma.com

Five Ways to Register:

Fax: 888-221-6750
Mail: ExL Events, Inc.
555 8th Avenue, Suite 1703
New York, NY 10018
Phone: 866-207-6528
Online: www.exlpharma.com
E-mail: register@exlpharma.com

Fees and Payments for attending Digital Pharma

Register by September 14th, 2007 to take advantage
of our Early-Bird Pricing:
Main Conference Only $1595
Main Conference, plus One Workshop $1895
Main Conference, plus Two Workshops $2095

After September 14th, 2007 pricing is as follows:

Main Conference Only $1795
Main Conference, plus One Workshop $2095
Venue Information: Main Conference, plus Two Workshops $2295

The Westin Princeton On-site Price:

201 Village Blvd Main Conference Only $1995
Princeton, NJ 08540 Main Conference, plus One Workshop $2395
609-452-7900 Main Conference, plus Two Workshops $2595

Group Discount Program: For every three simultaneous registrations

from your company, you will receive a fourth complimentary registra-
tion to the program. To take advantage, please call 888-207-6528

If you require overnight accommodations, please contact the hotel and state
that you are with ExL Pharma’s Digital Pharma conference on or before Sep-
tember 28th, 2007. We encourage conference participants to make reserva-
tions with our designated venue to take advantage of ExL Pharma’s discounted
room rate of $229.00 per night.
Make checks payable to ExL Events, Inc. and write code P606 on your check. You may
also use Visa, MasterCard, Discover or American Express. Payments must be received by
October 19th, 2007.
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.
One to Four weeks: A 50% refund, or a voucher to another ExL event valid for two years
from the voucher issue date.
Within the Last Week: 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 888-221-6750.
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.*
 Register before Sept 14
for Maximum Savings

Digital The Only Event Focusing

on Web 2.0 and it’s
Impact on Pharmaceutical

Pharma
Marketing

October 22-24, 2007

The Westin Princeton • Princeton, NJ
Accelerating to the Next Generation of Marketing with
Mark Monseau, Director, Media Relations,
Web 2.0, Consumer Generated Content and Social Media Johnson & Johnson

Kim Milnes, Director, Commercial Support, Stefan Oelrich, Vice President & General Manager,
To register call Bayer HealthCare Pharmaceuticals Women’s Healthcare, Bayer HealthCare Pharmaceuticals

866.207.6528 or visit us
Joe Shields, Product Director, Bob Harrell, Director, E-Marketing, Shire
at www.exlpharma.com ENBREL, Wyeth

R E G I S T R AT I O N F O R M
ExL Events, Inc. 888-221-6750
555 8th Avenue,
Suite 1703 register@exlpharma.com
New York, NY 10018

866.207.6528 www.exlpharma.com
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Please contact me: I’m interested in marketing opportunities at this event 555 8th Avenue, Suite 1703
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