“KM is an important function in any increasingly technology d

* business intelligence/competitive intelligence

MAIN CONFERENCE * data mining
* agile response to anticipated and
Day One — Monday, February 9, 2009 unanticipated challenges
• Refine and store knowledge
7:30 Main Conference Registration and
Continental Breakfast * build knowledge repositories, with a focus on
best practices
8:30 Co-Chairmen’s Welcome and Opening Remarks * use metadata and indexing to improve
Paul Brock, Director, Knowledge Management, Medical Affairs, “find-ability”
Centocor Ortho Biotech Services, LLC * include rights management
As Director of Knowledge Management for Medical Affairs, Mr. Brock
provides leadership in enabling Medical Affairs to optimize the creation, • Manage knowledge
capturing, finding, discovering, enhancing and sharing of its knowledge * integrate knowledge systems — document
assets. Mr. Brock came to Centocor Ortho Biotech from AstraZeneca management, records management, email
Pharmaceuticals, where he led a team of Knowledge Managers who
management, digital asset management,
provided information research and knowledge management services to
AstraZeneca’s commercial organization. Prior to AstraZeneca, Mr. Brock web and enterprise content management,
worked as an Information Scientist with the Human Nutrition Research business process management
department at Hoffmann-La Roche, having come into that position with * provide rights management and security
extensive information industry experience working for the Dialog
Corporation, Telebase Systems and BIOSIS (BioSciences Information • Disseminate and eliminate knowledge
Service). Mr. Brock has been a guest lecturer in biomedical information * venues such as repositories, portals,
research at Rutgers University School of Communication, Information and intranet/internet, email, wikis, blogs, etc.
Library Studies (SCILS). He holds a B.A. in Biology from Temple
University and an M.S. in Information Studies from Drexel University. * eliminate knowledge using retention schedules and
archiving policies
William Hayes, Ph.D., Director, Library and Literature Informatics, Thomas Froehlich, Ph.D., Program Director, Information Architecture and
Biogen Idec Knowledge Management, Kent State University
Dr. Hayes is focused on extracting the maximum value from the available
literature through the use of the best techniques in literature analytics and
newer operational guidelines. He has extensive experience with text mining, 9:45 Understand Current KM Models and the
bioinformatics and grid computing in meeting the challenges of informatics- Way they Enhance Medical Communications
driven drug discovery. Dr. Hayes earned his Ph.D. in Molecular Biology within the Industry
and Bachelors in Aerospace Engineering from Georgia Tech.
Knowledge Management means different things to
different companies. While it involves Medical Affairs
Define Knowledge Management and Identify Its
Benefits for Medical Affairs Departments P departments, the strategies and goals of one knowledge
A initiative versus another vary across the industry. In this
panel discussion, hear different perspectives on what
O P E N I N G A D D R E S S N industry peers identify as KM efforts and initiatives
8:45 What Industry Can Learn from Established E taking place in the industry. At the end of the
Knowledge Management Tools and Principles L discussion, panelists examine what KM means across
There are many functions of Knowledge Management the industry for a common understanding that can be
(KM). Broadly, it is managing the capture and efficient applied throughout the forum.
use of knowledge within a company. KM is not just a • Understand the current designs, architectures and
web management or content management system; it also components of KM initiatives across the industry
defines organizational structure and initiatives to create,
capture, centralize, store, manage, disseminate and utilize • Identify key departments and responsibilities
“knowledge” or information. In this opening address, involved in a KM function
we discuss the KM cycle as a method of targeting KM Moderator:Paul Brock, Director, Knowledge Management, Medical Affairs,
initiatives within any organization. Centocor Ortho Biotech Services, LLC
• Create and capture knowledge Panelists: Sarah Guadagno, Ph.D., Director, Medical Services,
* intellectual capital Onyx Pharmaceuticals, Inc.
> tacit knowledge, knowledge transformations A. Amyas Huston, B.S. Pharm.D., Senior Manager,
and expertise identification and management Medical Communications, Cubist Pharmaceuticals, Inc.
* innovation and intellectual capital Jim Wilkinson, Ph.D., Director, Scientific Affairs, Amgen
> human capital, social capital, enterprise capital,
customer capital 10:30 Networking and Refreshment Break

To Register Call Toll Free 800-817-8601 (339-298-210

driven field such as pharma/biotechnology and it is encouraging to see this c
— 2008 Speaker Tim Ba tchelder, Mana ger, Medical Informa tion Systems Group, EMD Serono
11:00 KM Solutions Used to Address Medical Affairs
Lifecycle Management Challenges
Initiating a KM exploration or enterprise-wide system can
be daunting. But, many Medical Affairs lifecycle
management (LCM) challenges can be resolved using KM
solutions. This presentation reviews real-world Medical
Affairs lifecycle management challenges and unique KM
solutions that were engineered to meet these issues. In this
session, use case studies to exemplify the tangible impacts
that KM systems have had for Medical Affairs teams and
more clearly understand the potential ROI for an
organization considering the need for such KM initiatives.
Case
• LCM challenges for Medical Affairs
Studies • KM solution engineering
• KM solution implementation
• Impact, metrics and ROI
Aafia Chaudhry, President, 81qd
11:45 Create Metrics to Measure the Impact that
Knowledge Sharing Has in an Organization
Making the business case of KM efforts is often a
challenging task without being able to present quantitative
metrics to senior-management as to how and why the
project will be a benefit to the company. In this session,
Case
learn how to build and implement a framework for
Study calculate ROI using a case study from outside of industry as
measuring the impact of KM initiatives, including how to
an example. Learn how to create metrics and determine
ROI by measuring the usage of a KM system and analyzing
how its uses save employees time and improve efficiencies.
Tom Barfield, Global Knowledge Management Lead, HR, Accenture
(Invited)
12:30 Luncheon
Strategies to Implement a
KM Organizational Structure
1:45 Implement KM Processes and Structure in
Your Organization
In this presentation, the emerging developments of
information and knowledge management functions within
bio/pharmaceutical companies are discussed, including the
shift towards web-based KM solutions for collaboration
between internal information professionals. Hear a case
example of how one Medical Affairs group implemented
KM processes and structure at its organization.
• Making the business case for your KM program
Case
* requirements, ROI and KPIs
Study
• Physician portals, intranets and communities
* increasing dialog with professionals
• Unstructured data, culture and cognitive foundations
• Recruiting 2.0
* finding the pharmaceutical KM leaders of the future
• Security, SaaS and IT alignment
Tim Batchelder, Manager, Medical Information Systems Group,
EMD Serono
Anthony Verderese, Director, U.S. Medical Information, EMD Serono
00 outside the U.S.) or Fax 781-939-2490. Register on our
2:30 Strategies to Deploy a Successful Portal
Portals provide a convenient and often personalized way for
your entire organization to find the information and tools
each individual needs to be more productive. Practical
experience indicates that technology has only a small
impact on the success of portal solutions; organizational
and political (process and people) strategies have a much
greater impact and as a result, a comprehensive portal
strategy is vital for success. Collaborative solutions are
particularly important for the pharmaceutical industry as
the industry evolves from vertically integrated companies to
an extended network of partners, suppliers and even
customers. This presentation includes representative
examples of solution experiences from a variety of
industries with a particular focus on major pharmaceuticals.
Learn practical strategies to ensure the success of your
collaborative portal solution, including how to:
• Define optimal, workable collaboration strategies
• Build portal and collaboration solutions people
want to use
• Create a framework for measuring the value of
your portal investment
• Achieve a balance between culture, process and
technology to successfully implement your portal
or collaboration solution
Susan Hanley, President, Susan Hanley LLC
3:15 Networking and Refreshment Break
3:45 Ensure Collaboration between Internal
Information Professionals Involved in a
Cross-Departmental KM Effort
Gaining buy-in and ensuring effective collaboration of all
of the information professionals involved in establishing
P and using KM structures and systems is a fundamental
A element to the success of any KM initiative. While
Medical Affairs personnel are usually the drivers of such a
N project, there are many other departments that benefit from
E a comprehensive KM structure and system. In this panel
discussion, hear how varying departments can each
L contribute to the project and cross-departmental benefits
that can be achieved through such a collaborative effort.
• Medical Information
• CI/BI
• Clinical Development Scientists
• Field Forces
* MSLs
* Sales reps
• Market Research
• Library Services
• Publication Planning
• Marketing
* what are the other regulatory and compliance
issues to address if marketing is involved?
Moderator:William Hayes, Ph.D., Director, Library and Literature Informatics,
Biogen Idec
Panelists: Tim Batchelder, Manager, Medical Information Systems Group,
EMD Serono
Gregory J. Dennis, M.D., Head, Department of Medical Affairs,
Human Genome Sciences
conference bringing it to the forefront of industry awareness.”
4:30 Globalizing KM Initiatives —
Understand International Challenges
Implementing KM functions and structure across a global
P enterprise can be a quite daunting task. In addition to the
regulatory and compliance issues that must be addressed
A from country to country, there are a variety of language
N and cultural hurdles that make globalizing a KM structure
difficult. Address the challenges of globalizing KM
E initiatives with a focus on solutions and successes of
L leaders in the industry.
• Address benefits of globalizing efforts
* creating a unified company message
• Understand globalization challenges
* general globalization issues such as language and
cultural hurdles
* globalization issues specific to KM such as privacy
restrictions on dissemination of information
• Identify strategies used in the industry to overcome
those challenges
Moderator:Jim Wilkinson, Ph.D., Director, Scientific Affairs, Amgen
Panelists: Rick Kadowaki, Director, Global Medical Information, Abbott
Mary Easo, Associate Manager, Medical Information Operations,
Gilead Sciences
5:15 Close of Day One
5:15-6:15 Networking,
Wine & Cheese Reception
Join colleagues and friends in a relaxed setting.
photo by: Photolink / Getty Images
Day Two — Tuesday, February 10, 2009
7:30 Continental Breakfast
8:00 Co-Chairmen’s Review of Day One
Paul Brock, Director, Knowledge Management, Medical Affairs,
Centocor Ortho Biotech Services, LLC
William Hayes, Ph.D., Director, Library and Literature Informatics,
Biogen Idec
F E AT U R E D E X T E N D E D S E S S I O N
8:15 Ensure Compliant and Efficient Dissemination of
Licensed Information
I. Examine Compliance Issues Surrounding
the Internal and External Dissemination of
Licensed Content
Field-based and home-based Medical Affairs personnel are
tasked with distributing various forms of medical
knowledge within their organizations and to HCPs.
Understand copyright rules and learn how to get permission
to disseminate licensed content internally and externally,
with a particular focus on digitally sharing information.
website at www.cbinet.com/knowledgemanagement
• Digital Millennium Copyright Act
• PDF distribution rules
• Sharing documents through email
• Hyper-linking documents
II. Understand Copyright Considerations to Address
at Medical Meetings
Many companies struggle with compliantly sharing
medical information at medical meetings and conferences.
Understand copyright rules for common documents shared
at medical meetings.
• Posters
• Abstracts
• Journal supplements
III. Use Rights Management Systems to Improve
Productivity and Optimize Content Spending
Corporations spend hundreds of thousands if not millions
of dollars each year on high value content. However,
employees often don’t fully utilize this content because
they are fearful of infringing on copyright. When lacking
efficient processes and systems for checking copyright
permissions, companies put employees in a situation
where they are choosing to either spend time researching
rights or risk copying and sharing without permission.
• Organize and consolidate content usage rights in a
management system
• Gain added value from content expenditures
• Improve the productivity of knowledge workers,
librarians and legal staff
Jennet Walker, Consultant, Copyright Clearance Center;
Former Senior Corporate Counsel, Pfizer Inc
Stephen K. Garfield, Director of Account Management,
Copyright Clearance Center
10:15 Networking and Refreshment Break
Leverage Technologies for More Efficient
Knowledge Sharing
10:45 Implement Effective Search Capabilities to Ensure
Ability to Find and Discover Information
Medical Affairs generates a wealth of scientific
knowledge in a variety of forms and locations, but to
realize the full value and potential of that knowledge,
employees must not only be able to get at it but to do so
Case easily and conveniently. In this session, hear about
Study Centocor Ortho Biotech’s efforts to develop search
capabilities that enable all employees, no matter the level
of searching skill, to find what they are looking for
(“find-ability”) as well as to discover information they
didn’t necessarily know they were seeking (“discover-
ability”) in a user-friendly, intuitive, yet powerful way.
 • Adapt search capabilities to the way people search
rather than the other way around
• Employ taxonomies/ontologies to improve ease of
use and search effectiveness
• Enable search to work with multiple repositories;
get away from the “one size fits all” approach
• Leverage search platform for integration of disparate
data types into meaningful views of the data
Paul Brock, Director, Knowledge Management, Medical Affairs,
Centocor Ortho Biotech Services, LLC
11:30 Create Live Knowledge through Collaborative
Capture, Updating and Utilization of Knowledge
If medical information goes stale, teams will no longer view
that information as valuable. That is why there are
increased efforts now within industry to create and maintain
living medical information documents. By taking an
internet Web 2.0 approach of paring down information into
bite-size, manageable pieces that are more targeted to the
group’s needs and linked pieces to each other, more users
are apt to utilize and contribute updates to these documents,
therefore making them more timely and useful for the entire
Medical Affairs group. In this session, hear a case study of
how one company is creating and encouraging collaborative
KM by developing wiki-based documents that are edited
and maintained by the group. Learn how they leveraged
technologies such as RSS feeds, searches and alerts to
ensure users were able to stay up to date with changes and
find increasing value of the medical information stored
within their Information Management groups.
• Hear strategies to create living
knowledge repositories
Case • Wiki challenges and opportunities
Study • Leverage technologies such as RSS feeds, searches
and alerts to ensure ongoing awareness and use of
updated information
William Hayes, Ph.D., Director, Library and Literature Informatics,
Biogen Idec
12:15 Luncheon
1:30 Build a Medical Information Website for HCPs
Pharmaceutical call centers have traditionally been the way
to access medical information any time of the day. However,
many companies are supplementing those efforts with
specific medical information websites or portals for HCPs.
In this session, hear the lessons learned at one company as it
built its own medical information website for HCPs.
• Identify benefits of a medical information website
for HCPs
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interaction and innovation. The companies represented below are proud contributors on this program and have carefully selected messaging, branding or
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• Share best practices in development of website;
challenges and pitfalls with web developers
• Integrate this system with partner systems,
including library services
• Determine metrics for utilization
• Identify what information can and can’t be posted
Case
* get legal approval
Study * appropriately tag documents
* ensure ability to search within documents
• Develop internal marketing efforts
Sarah Guadagno, Ph.D., Director, Medical Services,
Onyx Pharmaceuticals, Inc.
Kara Koehler, Ph.D., Senior Manager, Medical Information,
Onyx Pharmaceuticals, Inc.
2:15 Online Platforms for Exchange of Information —
A Medical Communications Community Built by
Med Comm Professionals
Best practices for appropriate and effective knowledge
transfer should not be limited to your own company’s
experiences; instead Medical Communications groups
should embrace KM principles by sharing lessons learned
across the industry. Using platforms such as online
communities, scientific services groups within Medical
Communications departments can develop standards for
their practices. These standards help enhance relationships,
build efficiency and ultimately deliver greater value to the
customers. In this case study, hear about one online
community — MedCommForum — that incorporates social
networking and various collaborative tools (such as
discussion boards, blogs and wikis) to support
communications between its members who represent the
medical communications community in industry, including
anyone who provides medical product information services
in scientific services groups. Learn the benefits of
involvement in such a type of community, including:
Case • Deriving best practices across the industry’s
Study Medical Communications services departments
• Benchmarking for assessment of operational
performance within a Medical Communications
departments
• Discussing key issues or hot topics facing the
Medical Communications industry
A. Amyas Huston, B.S. Pharm, Senior Manager, Medical Communications,
Cubist Pharmaceuticals, Inc.
Erik Crago, B.S., CEO, Port City Web, LLC
3:00 Close of Conference
 Knowledge
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Seven Industry Case Studies on How to:
• Establish KM Processes and Structure in

Medical Affairs
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• Implement Effective Search Capabilities to Ensure

Ability to Find and Discover Information

Develop Compliant and Efficient Strategies

for Centralizing, Disseminating and
• Create Live Knowledge through Collaborative

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Capture, Updating and Utilization of Knowledge

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 Knowledge Management
Register by December 19, 2008 and receive $300 off of your registration fee!

C B I ’ S 2 N D A N N UA L B I O / P H A R M AC E U T I C A L F O RU M ON

for Medical Affairs

Develop Compliant and Efficient Strategies for Centralizing,
Disseminating and Utilizing Medical Information
F E B R U A R Y 9 - 1 0 , 2 0 0 9 * C O U R T YA R D D O W N T O W N * P H I L A D E L P H I A , PA

Conference Co-Chairmen:
• Use quantitative metrics to make the business
case for KM initiatives to senior management
Paul Brock, Director, Knowledge
Management, Medical Affairs,
C en to c o r O r t h o Bi o t ec h S e r v ic es , L LC • Resolve Medical Affairs lifecycle management
William Hayes, Ph.D., Director, Library issues with unique KM solutions
and Literature Informatics, Bi o ge n Ide c

Additional Industry Perspectives • Address challenges with implementing

and Case Studies From: KM functions across a global enterprise
• Abbott
• Amgen • Build user-friendly portals and collaborative
• Cubist Pharmaceuticals, Inc. solutions to enhance information exchange
• EMD Serono
• Gilead Sciences • Employ taxonomies/ontologies to improve ease
• Human Genome Sciences of use and search effectiveness
• Onyx Pharmaceuticals, Inc.
Plus! Featured Extended Session • Encourage collaborative KM by developing
Ensure Compliant and Efficient wiki-based documents that are edited and
Dissemination of Licensed Information maintained by information management groups
• Examine compliance issues surrounding
the internal and external dissemination
of licensed content • Supplement call centers with specific medical
• Understand copyright considerations to information websites for HCPs
address at medical meetings
• Use rights management systems to
improve productivity and optimize • Use online communities to develop standards for
content spending
practices of scientific service groups
Organized by:
Outstanding Support Provided by:

Organized By:

TO REGISTER OR FOR MORE INFORMATION: Phone: 800-817-8601 • Fax: 781-939-2490 • Email: cbireg@cbinet.com • Web: www.cbinet.com/knowledgemanagement