2007 Annual Conference

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April 29, 2007

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

Conference Tutorials

Pre-Conference Tutorial: Getting Your Expertise Utilized
Bill Brewer, Designed Learning

6:30 p.m.- 9:30 p.m.

PMSA Reception



April 30, 2007

8:30 a.m.- 8:45 a.m.

Welcome & Conference Overview
Sangeeta Tandon, PMSA

8:45 a.m. - 10:00 a.m.

Keynote Speech: uture of the Pharmaceutical Industry: The Quest for Value
Ian Morrison

10:30 a.m. - 11:45 a.m.

Panel: Regulatory Changes
Moderator: John Keon, The Marketing Advantage, Inc
Panelists: Angela Bakker Lee, ZS Associates
Jeff Wojcik, TGaS Advisors
Garry O'Grady, Campbell Alliance
David Menzies, ASI Business Solutions, Inc


11:45 a.m.- 12:15 p.m.

PMSA Business Meeting
Sangeeta Tandon, PMSA

12:15 p.m. - 2:45 p.m.

Lunch & Vendor Fair

2:45 a.m. - 3:30 p.m.

Measuring the Impact of Medicare Part D on Chronic Drug Markets
Michel Denarie and Darrel Philpot, IMS

3:30 p.m. - 4:00 p.m.

Break and Vendor Fair

4:00 p.m.- 4:45 p.m.

Forecasting Within the Changing Dynamics of the Pharmaceutical Industry
Arthur Cook, ZS Associates

4:45 p.m. - 5:15 p.m.Strategic Framework for Defining Optimal Marketing Mix
Sanjiv Sharma, Biovail Pharmaceuticals

5:15 p.m.

Housekeeping Items

6:30 p.m.

PMSA Special Event/Dinner


May 1, 2007

8:00 a.m. - 8:45 a.m.

Track A: Forecasting - Forecast Analogs as Predictors of Share for New Products - Still Appropriate in Tomorrow's Rx Landscape?
Eduardo Sabo and F. Aybegum Yavuz, Market Analytics

Track B: Promotional Mix - A New Approach to Finding the Optimal Marketing Mix
Glenn Sabin, ZS Associates

8:45 a.m. - 9:30 a.m.

Track A: Forecasting - Application of Diffusion Models to Modeling Launches of New Drugs
Michael Svilar and Tigran Markaryan, Accenture

Track B: Promotional Mix - The Impact of Consumer eMarketing on Rx Brands
Bridget O'Toole, comScore Networks

9:30 a.m. - 11:00 a.m.

Break and Poster Sessions

Leveraging Managed Care Metrics as a Sales Force Targeting and Resource Allocation Tool
Ashish Kathuria, Health Products Research Inc.

Beyond Persistency and Compliance - Understanding Attitudinal Drivers to Patient Behavior
Anissa Cyhaniuk, Wolters Kluwer and Keith Nowakowski, Abbott Laboratories

Using Research on Patients' Beliefs to Inform Messaging and Delivery Channels for Medication Adherence Improvement
Leigh Hansen, Thomson Medstat

New Metrics for Measuring Call Plan Efficiency
David Martin, Michael Allen Company

Uncovering Physicians' Adoption and Diffusion Patterns of Newly Launched Products
Senthil Murugan and Mark Rose, Dendrite International, Inc.

Why Measure Sales Time? Implications for Sales Coverage Effectiveness
Barbara Meyers, The Alexander Group, Inc.

A Multi-Channel ROI Driven Approach to Determine Optimal Marketing Mix: Findings From Different Markets
Nawaz Merchant and Devesh Verma, Ortho-McNeil Janssen Pharmaceuticals marketRx

Designing the Optimal Physician Experience Mix: Infusing Sales Management with Relationship Metrics and Insights
Jeffrey Zornitsky and Ian McKinnon, TNS Healthcare

Measuring The Impact of A Mail Order Rx Benefit on Patient Behavior
Jill Tolle and Paul Wilson, IMS

Innovative Methods to Forecast Non-Linear Product Life Cycles in the Oncology Market
Chris Donald, Health Market Science

Determining Treatment Patterns By Integrating Claims and Longitudinal Prescription Data Sources
Scott Henderson and Dianne Throop, IMS

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

Track A: Forecasting - Understanding the Influence of Innovation on the Market Performance of New Pharmaceutical Products?
Therese Glennon and Kris Klein, BASES

Track B: Promotional Mix - Shaping the Launch of Evolutionary Pharmaceutical Products - Integrating Best Practices in Business Analysis and Marketing Science
Sanjay Rao, CRA International

11:45 a.m.- 12:30 p.m.

Track A: Forecasting - Models that Answer Fundamental Business Questions
Jean-Patrick Tsang, Bayser

Track B: Promotional Mix - Applying Kernel Methods to Model Promotional Response
Paul DuBose, Principled Strategies, Inc.



May 2, 2007

8:00 a.m. - 8:40 a.m.

Optimizing Non-Personal Promotion in a Mature Drug
Tom Balzer, Health Market Science

8:40 a.m. - 9:20 a.m.

The Aging Blockbuster Phenomenon: Strategies for Rejuvenating Your Mature Brand
Melinda Spaulding, G & S Research, Inc.

9:20 a.m.- 10:00 a.m.

Engaging Senior Management in an Analytical and Insight-Driven Partnering Option Decision
Mark Hurwich, marketRx, Inc.
George Chressanthis, AstraZeneca
Ed McDonnell, Centocor


10:30 a.m. - 11:10 a.m.

Using Data Mining to Retarget A Launching Product in an Emerging Market
Daniel Feldman, Norvartis Pharmaceuticals and Wayne Thompson, SAS Health and Life Sciences Organization

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

The Devil is in the Details: The Pitfalls of Considering Averages and Medians in Drawing Targeting Effectiveness Conclusions
Steve Baumhover & Greg Geddes, Amgen

11:50 a.m. - 12:10 p.m.

Wrap Up & Raffle
Chung Ma PMSA