www.dtcperspectives.com • 973-377-2106

Your Key to Achieving DTC Success in the Coming Year

DTC in the Era of Consumer Choice

Register Now to

ensure you & your

team will be prepared

for the newest phase

in DTC Marketing.

Westminster Hotel, Livingston NJOctober 29 - 30, 2008

DTC in the Era of Consumer Choice Conference Westminster Hotel, Livingston, NJ

About the Conference

DTC Marketers must face a new reality – even in Rx marketing, consumers are in control. Most drug categories have multiple brand options and consumers are demanding value for their drug expenditures. Advertising and Marketing experts agree, and even Time Magazine acknowledges the power of “You”. Marketers who want to succeed must accept that consumer expectations on information dissemination have permanently shifted how marketing is done. DTC in the Era of Consumer Choice will equip you to face and conquer this new environment.

Why DTC in the Era of Consumer Choice is the Conference for You:

• ANsWEr Your Most Pressing QuestionsRegistered attendees can pre-submit questions to be addressed by speakers directly during presentations, ensuring that you leave the conference with your questions answered.

• MaxiMize Your TimeThe Conference’s new design promises to make the most of your time away from the office. Module moderators will facilitate live Q&A, summarize ideas, and keep the learning on track.

• Receive the Latest Tips and Tools from the Experts Industry leaders from all sectors of Director to Consumer marketing have been chosen to provide attendees with the most up to date and immediately applicable information on formatting DTC based on the impact of consumer choice.

• LeaRn How to Correctly Interpret and Apply New ResearchLeading Market Researchers will present the latest from studies including internet, test markets, market segmentation etc and teach attendees how to adjust and plan according. Includes a segment on how to apply research to improve ROI.

• PRePaRe for What’s ComingAs collaborators of a continuously scrutinized medium, DTC Marketers must be aware of the current political and regulatory landscape. The agenda includes practical presentations by those in the know on what a brand manager or advertising executive can contingently plan for based on the current environment. More than just what-ifs, these experts will give you applicable steps to take in the near future of DTC marketing.

• Gain Insights on New MediaDiscover the latest efforts among innovative marketers and agencies to tap into the consumer migration toward social networks, blogs and mobile messaging, and how to stay within regulatory guidance with your campaigns while getting the most out of new media tools.

DTC in the Era of Consumer Choice:designed to address the new

challenges the shift to consumer choice has created and to provide you with real tools to succeed in the new landscape.

agenda at a glance

October 29, 2008

module 1

Consumer Choice and the Changing Regulatory environment

module 2

Consumer Choice and the Impact on media mix

module 3

Consumer Choice and the Social Networking dilemma

HAll oF FAme

October 30, 2008

module 4

Consumer Choice and Brand engagement

module 5

Consumer Choice and New Competitors

module 6

Consumer Choice and Improving Both Health outcomes and

the Bottom line

www.dtcperspectives.com • 973-377-2106

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daY One - OctOber 29, 2008

8:30 – 8:45 Welcome Remarks

8:45 – 9:15 The Far Reaching Implications of Consumer Choice on DTC Marketing

Hugh O’Neill, Vice President & Head of Market Access and Business Development, Sanofi-Aventis

Biopharmaceutical Direct-to-Consumer advertising and promotion is changing under public and political pressure. The fundamental challenge for the biopharmaceutical industry is to address those pressures while preserving DTC’s critical role in preserving patient choice and explaining value. Adjusting to the new landscape will require new levels of marketing innovation, self-regulation, and compliance.

MODULE ONE – Consumer Choice and the Changing Regulatory Environment - Moderated by Bob Ehrlich, CEO, DTC Perspectives

9:15 – 10:00 Preparing Now for Coming FDA and Pharmaceutical Marketing Reforms

Mark S. Senak, J.D., SVP, Fleishman-Hillard Washington D.C.

For many months, Congress has been laying a blueprint for reform of both FDA practices and of pharmaceutical marketing practices. The resulting legislation, whether or not directly impacting DTC, will nevertheless have a tectonic effect on marketing practices. What steps should companies take now to ease the transition that reforms will bring about and what are the untapped resources for getting ahead?

10:00 – 10:45 Bitter Pills: The Political Environment for DTC Advertising

Dan Jaffe, EVP, Government Relations, Association of National Advertisers

From the halls of Congress to the FDA to the state attorneys general, there is an increased focus on DTC advertising. Proposals for partial ad bans or FDA preclearance have been mentioned as potential “fixes.” The discussion will analyze these proposals and the impact of this year’s Presidential election on the future of DTC.

10:45 – 11:30 Networking Break

MODULE TWO – Consumer Choice and the Impact on Media Mix - Moderated by Kevin Holowicki, Director Integrated Marketing & Media Solutions, GlaxoSmithKline

11:30 – 12:15 How to Optimize Media Channels in the Age of Consumer Choice

Carl Fremont, SVP Media, Digitas

Healthcare marketers are faced with a plethora of media choices to market their brands through. No doubt that consumer media choices are changing and providing more opportunities for consumers to control how, when and where they receive brand information. This has a profound impact on DTC marketing. This seminar will examine the media opportunities that Health Care marketers have that go beyond traditional broadcast in the media mix and how to weigh these options for the greatest return on their investment.

12:15 – 12:45 Achieving Relevance in the Changing Media Ecosystem - From Intrusion to Involvement on the Consumers’ Terms

Mike Bloxham, Director of Insight & Research, Ball State University

As the mantra of “What You Want, When You Want, Where You Want It” has been made real, the challenges of responding to increased consumer control and empowerment within media have been thrown into sharp relief. With the emergence of new media channels offering different user experiences and social networks based around medical conditions the issue of how to effectively allocate resource comes to the fore. By drawing on Ball State’s unique approach to media consumption research and diving into the realm of consumer-driven media, Mike Bloxham will explore these issues and share his perspective on the implications for DTC marketers.

12:45 – 1:45 Lunch

1:45 – 2:15 Brand Engagement and Media Mix - Where Art Meets Science

Sam Trujillo, Director, Consumer Marketing, Women’s Healthcare Business Unit, Bayer

Delivering information that is comprehensive and accurate, personally relevant and passionately delivered is the art. Successfully integrating television, magazines and digital media to serve as effective business drivers is the science. As important consumers of television, digital media and

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And what are the regulatory considerations related to patients/patient testimonials, PR campaigns and other emerging media?

4:15 – 4:45 How Can the Medical Device Industry Participate in a New Era of Social Networking?

Jill Serbousek, Vice President, Business and Marketing Strategy, Medtronic

The static educational content that companies are providing to pre-patient consumers is quickly becoming supplemented by home-grown blog sites and other innovative social networking avenues. What is the appropriate role for medical device companies and how can they legally participate in this new era of information sharing?

4:45 – 5:00 Issue Summary/Reconciling Q&A

5:00 – 7:00 Congratulatory Cocktail Party for Hall of Fame Awards

7:00 – 9:00 DTC Hall of Fame Presentation Ceremony

daY tWO - OctOber 30, 2008

8:30 – 8:45 Welcoming Remarks

MODULE FOUR – Consumer Choice and Brand Engagement - Moderated by Ellen Hoenig Carlson, Founder, Advance MarketWoRx

8:45 – 9:30 Zimmer: A Campaign and A Knee Tailored for Women

Dale Taylor, President & CEO, Abelson-Taylor Alisa Lask, VP, Strategic Marketing

Understanding that boomers don’t want to be slowed down, in 2006 worldwide orthopedics leader Zimmer introduced the first gender-specific orthopedic implant, the Gender Solutions™ Knee--designed to account for differences in the size & shape of women’s knees. Zimmer’s first-ever, award-

magazines, women have become important multitasking consumers of multimedia. Case study in marketing to women: knowing your customer, strategic focus, implementing innovation, focusing on business drivers, measuring success and being more efficient with marketing spend are key the to success.

2:15 – 2:45 Test Driving Emerging Media

Raquel Krouse, Vice President, Director of Healthcare, Interpublic Emerging Media Lab

Digital is now our culture, where new technologies equal new opportunities for marketers. How are you addressing the dramatic changes taking place in the media landscape? We’ll explore innovation in a number of emerging media channels including mobile, digital out-of-home, gaming and social media, and assess their practical applications as DTC marketing vehicles. We will explore the strength of the opportunity, look at new methods of measurement and examine the impact of emerging media experimentation to increase brand interaction.

MODULE THREE – Consumer Choice and the Social Networking Dilemma – Moderated by Stu Klein, EVP, General Manager, Lowe Alchemy

2:45 – 3:00 Understanding the Opportunity – Why DTC Marketers Should Consider Social Networking Despite the Challenges

Stu Klein, EVP, General Manager, Lowe Alchemy

3:00 – 3:45 Networking Break

3:45 – 4:15 Navigating the Regulatory Crossroads at the Intersection of Blogs, Online Communities, Public Relations and YouTube

Lucy Rose, National Managing Director, Life Sciences Regulatory and Capital Markets Consulting, Deloitte & Touche, LLP

As consumers are faced with a proliferation of new media options, marketers need to be well-versed in the applicable regulations at FDA/DDMAC, as well as the changing the legislative environment, that are critical to factor into their planning. Are there effective and permissible options for tapping into social communities, YouTube and blogs?

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consumers seek low price alternatives to prescriptions and access medical care.

11:45 – 12:30 Consumer Trends Impact on the Healthcare Business

Jim Dougherty, Executive Director of the Healthcare Practice, J.D. Power and Associates

Healthcare has been run as a “wholesale” business with insurance companies negotiating with corporate administrators about the costs and terms of coverage for large numbers of employees. Traditional Medicare provided standardized payment processing and fraud detection as their primary service for tens of millions of Americans. Increases in cost sharing for commercial health plan members and the explosive growth in Medicare Part D has driven a dramatic change in focus, making healthcare one of the largest and fastest growing “retail” businesses in the United States. J.D. Power and Associates will review some of the consumer trends impacting these changes with details from their large studies of commercial insurance members, Medicare beneficiaries and Retail Pharmacy customers.

12:30 – 1:30 Lunch

MODULE SIX - Consumer Choice and Improving Both Health Outcomes and the Bottom Line – Moderated by Bob Ehrlich, CEO, DTC Perspectives, Inc.

1:30 – 2:15 Quantifying the Value of Internet Advertising Beyond Click Thru

Fariba Zamanyian, SVP, Nielsen IAG

Nielsen IAG has been at the forefront of measuring consumer response across mass media channels. Our research will quantify the value of Internet advertising beyond page views and clicks. Namely, do viewers recall your Internet ads? What’s the branding impact? How do Internet ads stack up against TV ads in terms of their effectiveness and efficiency? How does impact compare across different online ad formats and specific creative? DTC marketers have just begun to breach this new era of ad promotion. What are the tactics deployed? And what can be gained from strategies executed across other consumer categories?

winning DTC campaign, “Blue Ladies,” fused this unique product with a keen understanding of the prospect.

9:30 – 10:00 Connecting with Communities: The Changing Environment of Multicultural Communications

Liliana Gil, Director of Marketing, Sourcing Hispanic Marketing Strategy Lead, Johnson & Johnson

Eve Dryer, President, Vox Medica

Healthcare decisions are fragmented, emotional and formed through different community contexts. It is essential to establish a sense of community in decision-making by providing the right mechanisms that go beyond traditional DTC but leverage the emotional, community and values of the fast growing Hispanic population.

10:00 – 10:30 Your Brand, Your Consumer and the New Digital Age: Why Trust Is More Important Than Ever

Don Carli, Senior Research Fellow, Institute for Sustainable Communication Beth Bengtson, Vice President, Corporate Social Responsibility, imc2

In the new era of consumer choice it’s not just about whether or not consumers believe your product can help address their condition or disease, but also, if they trust your brand. Brands have an opportunity to advance relationships with these skeptical consumers by looking at the factors most critical to building trust. Learn how brand trust is determined by three interdependent factors: credibility, care, and congruency, and how to leverage the physician – patient relationship as a critical lever.

10:30 – 11:15 Networking Break

MODULE FIVE – Consumer Choice and New Competitors – Moderated by Mark Tosh, Editor-In-Chief, DTC Perspectives, Inc.

11:15 – 11:45 Consumer Choice and New Competitors

Keli Bennett, Consumer Healthcare Marketing Expert and Consultant, Giles and Associates

This session will examine drivers of consumerism and other key factors shaping the future healthcare marketplace, and the impact and opportunities that will be created as

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3:00 – 3:45 Using Profit-Focused Market Segmentation and Targeting to Move the ROI Needle

Eric Paquette, Sr. Vice President, Copernicus Marketing Consulting and Research Kevin Clancy, Author of “Your Gut Is Still Not Smarter Than Your Head”, and Chairman, Copernicus Marketing Consulting and Research

All too often the market segmentation conversation begins and ends with what technique to use, rather than thinking about what is likely to be achieved and how the results will actually be used to market more effectively. In their talk, Kevin and Eric will present a step-by-step process to market segmentation where potential profitability and usability across marketing functions, including sales and media, drive the targeting decision. Importantly, they will share ranges of expected ROI improvement.

2:15 – 3:00 Ask Your Marketing Scientist: “Is DTC Right for Me?”

Ken Sobel, Senior Vice President, TNSfyi

Companies make their decisions about whether to use a DTC campaign (and how much to spend on DTC) in lots of different ways. Sometimes the decision is driven by what the competition is doing. Sometimes, the inherent nature of the therapeutic category makes a choice for DTC a “natural”. Two of the most common approaches to making these decisions are test markets and predictive marketing research projects called “simulated test markets” or STMs. This session will cover the advantages and disadvantages of each, when it makes sense to do test markets and when it makes sense to avoid them, how accurate each approach is, whether STMs can replace test markets, the risks inherent in each approach, and guidelines for best practices.

dTC Perspectives, Inc. is proud to introduce the first dTC Hall of Fame awards. This new award will

honor and recognize individuals who have made significant contributions to advancing the direct-to-

Consumer marketing field, and who have demonstrated a record of extraordinary achievement in dTC

marketing. To inaugurate the dTC Hall of Fame’s first year, up to five individuals will be inducted and

announced at the awards ceremony held in conjunction with the dTC in the era of Consumer Choice

Conference on the evening of october 29th, 2008.

WAYS TO REGISTER:

Web: www.dtcperspectives.com

Phone: 973-377-2106 (X-221)

Fax: 973-377-1106

Mail: DTC Perspectives, Inc. 30 Columbia Turnpike, 2nd Floor Florham Park, NJ 07932

DTC REGISTRATION FORM:

Please provide the following information to register for the DTC Era of Consumer Choice Conference on October 29th & 30th, 2008

Attendee Information:

First Name: _____________________________________

Last Name: _____________________________________

Title: __________________________________________

Company: ______________________________________

Address Line 1: __________________________________

Address Line 2: __________________________________

City: _________________State: ____ Zip Code: ________

Telephone: ___________________Fax: _______________

E-mail Address: __________________________________

REGISTRATION FEE:

❍ GOLD PASS: $2495.00 Includes Regular Pass plus… One year subscription to DTC Insights DVD of the DTC National 2008

❍ SILVER PASS: $2295.00 Includes Regular Pass plus… One year subscription to DTC Insights

❍ REGULAR PASS: $1995 Full Conference Pass

PAYMENT AND FEES:

Send a check to DTC Perspectives or use AMEX, MasterCard or Visa. You can also fax card orders to 973-377-1106 or mail this form to DTC Perspectives, Inc. 30 Columbia Turnpike, 2nd Floor, Florham Park, NJ 07932, Attn: Debra Sander

For Credit Cards charge my:

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Credit Card Billing Information: Please enter the name (exactly as it appears on the credit card) and the address where the credit card statement is sent.

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City: _________________State: ____ Zip Code: ________

Total Amount of Order: ______________________ dollars.

For credit card orders, a hard copy receipt will be mailed to you along with an email registration confirmation that will be sent to the email address that is provided to us.

VENUE:

Westminster Hotel 550 West Mount Pleasant Avenue Livingston, NJ 07932 Tel: (973-533-0600)

The Westminster Hotel Hotel has reserved a limited number of rooms at the special cost of $189 per night plus taxes. Please reserve by October 7, 2008 and receive this special rate by contacting Debra Sander at DTC Perspectives, 973-377-2106(X-221). After October 7, 2008 you will not be able to receive this special rate and you will have to call the Westminster Hotel directly at 973-533-0600 to reserve your room at the regular published rates. Note: If you do reserve the special room rate and cancel at any time, you will still be charged the amount of one night’s stay which is $189.00 plus tax.Note: Conference fees are fully refundable up to 60 days prior to conference start. Between 60 and 30 days prior to conference start 75% is refundable. Within 30 days up to two weeks prior to conference start, 50% is refundable. Within two weeks, no refunds can be given. However, an attendee who cancels can transfer his/her registration to a colleague any time prior to the conference start. There is no guarantee that all speakers will attend and DTC Perspectives, Inc. will make every effort to replace speakers who cancel with speakers of equal expertise. The dtcperspectives.com website will have the updated agenda available at all times. DTC Perspectives, Inc. is not responsible for the opinions or comments of the speakers which are entirely their own, and speaker comments do not necessarily reflect the views of DTC Perspectives, Inc. Videotaping, recording, and taking photographs of the speakers at the conference is prohibited unless prior approval is granted by DTC Perspectives, Inc. The press must receive prior approval of the speakers or attendees to quote their comments. In the event of cancellation of this event, DTC Perspectives, Inc. is not responsible for non-refundable travel arrangements including air, hotel, or other travel costs made by the attendees.

October 29-30, 2008Westminster Hotel

Livingston, NJ

dtc in tHe era OF cOnsumer cHOice: designed to address the new challenges the shift to consumer choice has created

and to provide you with real tools to succeed in the new landscape.

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agenda at a glance

module 1

Consumer Choice and the Changing

Regulatory environment

module 2

Consumer Choice and the Impacton media mix

module 3

Consumer Choice and the Social

Networking dilemma

module 4

Consumer Choice and Brand

engagement

module 5

Consumer Choice and New

Competitors

module 6

Consumer Choice and Improving Both Health outcomes and Bottom line

October 29. 2008 October 30. 2008

Why dtc in tHe era OF cOnsumer cHOice is the Conference for you:

• ANsWEr Your Most Pressing Questions

• MaxiMize Your Time

• Receive the Latest Tips and Tools from the Experts

• LEArN How to Correctly Interpret and Apply New Research

• PRePaRe for What’s Coming

• Gain Insights on New Media