REGISTER BY 30TH JUNE AND RECEIVE A £300 DISCOUNT

www.smi-online.co.uk/m-health.aspRegister online and receive full information on all of SMi’s conferencesAlternatively fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711

Kai GaitDigital Commerce Marketing ManagerGSK

Martina FlammerSenior Medical Director Pfizer

Ken Grady Global Head, Business Intelligence & Commercial IT Novartis Vaccines and Diagnostics

Pēteris ZilgalvisHead of Unit, Governance and Ethics European Commission

Iain CranstonConsultant Diabetes Physician, Intensive Therapy and Pump Service, Queen Alexandra Hospital

Paul Berney CMO and MD EMEA Mobile Marketing Association

KEY SPEAKERS INCLUDE:

CONFERENCE HIGHLIGHTS:• Learn about the way physicians use smartphones, and what this

means for pharma products• Analyse current mobile enabled anti-counterfeiting projects in

developing markets • Discuss the potential for tele-monitoring to revolutionise clinical trials• Debate the real business value of investment to pharma and

maximising ROI• Hear from mobile technology providers themselves

SMi present ...

Pharmaceutical m-HealthMonday 10th & Tuesday 11th October 2011The Grange Holborn Hotel, London

The impact that increasingly

sophisticated mobile technology

is having on the pharmaceuticals

industry is becoming clearer.

m-Health has great potential to

open new markets, cut costs, and

save lives. This conference will

highlight the ways in which pharma

can contribute to and benefit from

this growing industry.

PLUS A HALF-DAY POST-CONFERENCE WORKSHOPWednesday 12th October 2011, The Grange Holborn Hotel, London

Internal governance and m-HealthFacilitated by:Patricia Barnfather, Communications Consultant, Barnfather Consulting Daniel Ghinn, Healthcare Engagement Strategy Consultant, Creation HealthcareGary Monk, Managing Director, Across Group

8.30am-12.30pm

Sponsored by

Register online at www.smi-online.co.uk/m-health.asp • Alternativel

Supported by

BlackBerry® is the leading wireless communications solution that keeps mobile health professionals securely

connected to colleagues and operational data. BlackBerry is delivering tangible efficiencies and improvements in

business processes to organisations in the health and pharmaceutical sector that are helping to deliver substantial

cost savings. As well as the built in wireless applications like e-mail, personal organizer and phone, BlackBerry

devices are being used by mobile health professionals to access key clinical and corporate data systems.

Sponsored by

Pharmaceutical m-HealthDay One | Monday 10th October 2011 www.smi-online.co

8.30 Registration and Coffee

9.00 Chairman's opening remarksRobert Istepanian, Professor of Data Communication, Director ofMobile Information and Network Technologies, Kingston University

9.10 eHealth in Europe: at the convergence of technology, medicine, lawand society• Over the past 20 years, the European Commission has seen eHealth

develop from a niche research area into an important policy priority. • This evolution has brought complex technological and legal issues

into the sensitive domains of health and society. • The European Commission's approach to eHealth and its vision for

the coming years. • The ramifications for mHealth of the EC’s initiatives in Innovation

Union and the Digital Agenda for Europe.Pēteris Zilgalvis, Head of Unit for ICT for Health in DG INFSO, EuropeanCommission

9.45 Where does mobile fit for Pharma industry, healthcare professionalsand patients• Is mobile that important?• Is it an app, mobile web or both• What do you really deliver – a vanity app or useful toolsKai Gait, Digital Commerce Marketing Manager, GSK

10.20 Morning Coffee

10.40 How mHealth is transforming the patient experience & the Pharmaindustry opportunity• What are the big mHealth opportunities• Why is Mobile Video so transformational?• What's happening already and where's the evidence? • What's next?David Doherty, coFounder, 3G Doctor

DEVELOPING MARKETS

11.15 mHealth: The Indian Scenario • India, stated to be a superpower by 2025, now has a teledensity of

65% and 92% of this is through mobile phone• Indians are embracing mobiles with 30% having smart phones• The exponential adoption of mBanking, mCommerce &

mEntertainment suggests that mHealth cannot be far behind• How mHealth may be the only answer to 750 million Indians living in

suburban and rural India who have no or very limited access tosecondary and tertiary medical care

Krishnan Ganapathy, President, Apollo Telemedicine NetworkingFoundation, President, Telemedicine Society of India

11.50 Anti counterfeiting: How m-health can enable secure medication indeveloping countries • Utilising the mobile health care network to protect patients and

pharma companies alike• The current SMS code system• How this can be built uponBright Simons, Chief Strategist, MPedigreeStefan Prebil, Lead Strategist, MPedigree

12.25 Networking Lunch

1.25 Collaborative work in developing markets between pharma,technology providers and governmental organisations • Pfizer’s work with the UN and Vodaphone in developing countries• Developing markets and mhealth• Pharma’s role in contributing to better product information in

developing countries Martina Flammer, Senior Medical Director, Pfizer

2.00 PANNEL DISCUSSION – Adapting to the advent of mobile technology in pharma • Discussion about the various applications – The realities of their application • The increasing permeability of the line between consumer,

physician and pharma • Enabling cross industry relationships: Consumer healthcare and

technology providers example• Establishing the real ways ROI can be achieved David Saint Denis, Director, Organizational Efficiency EmergingMarkets GBU, Merck Serono Luke Raskino, Global New Business Unit Director, UnileverJamie Driver, Business Development Manager, Medhand InternationalBlackBerry speaker

MOBILE TECHNOLOGY PROVIDERS

2. 35 Mobile data: delivering data at the point of need• Case study: how BlackBerry has been deployed within the

Health/Pharmaceutical sector• How can mobile data help increase efficiencies and effectiveness• Building the business case: explore the business benefits that can

be deliveredPresentation by BlackBerry

3.15 Afternoon Tea

3.35 The future of mobile internet – Pharma and its role • Electronic innovation in pharma; from communication to collaboration• Measureable benefits to existing systems • Success stories in mhealthPaul Jones, Director and Co-Leader of Global Life Sciences, Cisco

4.10 Enabling an ecosystem of connected health solutions throughinteroperability• Achievements of the Continua Health Alliance• The impact on mobile health solutions• Opportunities in the development of pharmaceutical productsFrank Wartena, Technical Working Group Vice Chair, Continua Healthcare Alliance Research Scientist, Philips Research Europe

4.45 The future of mobile internet – Pharma and its role • Electronic innovation in pharma; from communication to collaboration• Measureable benefits to existing systems • Success stories in mhealthPaul Jones, Director and Co-Leader of Global Life Sciences, Cisco

5.20 Chairman’s Closing Remarks

5.30 Drinks reception hosted by BlackBerry Please join us for a drinks reception at the end of the first day. This will bea relaxed and social setting for you tonetwork with conference participants and to follow up any questions you may have with speakers from the event.

7.00 Close of Day Two

ly fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711

Want to know how you can get involved? Interested in promoting your pharmaceutical services to

this market?Contact Kiran Sharma, SMi Marketing on +44 (0)20 7827 6050,

or email: ksharma@smi-online.co.uk

SPONSORSHIP AND EXHIBITION OPPORTUNITIESSMi offer sponsorship, exhibition, advertising and brandingpackages, uniquely tailored to complement your company’smarketing strategy. Prime networking opportunities existto entertain, enhance and expand your client base within thecontext of an independent discussion specific to your industry.Should you wish to join the increasing number of companiesbenefiting from sponsoring our conferences please call: Alia Malick on +44 (0) 20 7827 6168 or email: amalick@smi-online.co.uk

• Mhealth • Telehealth • Digital Communications • Clinical Trials• Recruitment and Retention • CRM • e-Detailing• Social Media, • Online Media,• eMedia ,

• Emerging Media• Marketing, • eMarketing, • Digital Marketing, • Multi-Channel Marketing• PR• Communications, • eCommunications, • Communications Research• eBusiness

• Web Design• Content Management• Brand Management• Product Marketing, Product

Development• Compliance• Business Development• Risk Management • Global Product

Communications

Who should attend this conference?Executive Directors, Vice Presidents, Heads, Managers, Team leaders ofthe following roles:

Pharmaceutical m-HealthDay Two | 11th October 2011o.uk/m-health.asp

8.30 Re-registration and Coffee

9.00 Chairman's opening remarksDavid Doherty, coFounder, 3G Doctor

HEALTHCARE PROFESSIONALS

9.10 m-Health in diabetes care, shaping data into clinical information forclinical change• There are a plethora of m-Health platforms for monitoring diabetes

available across the UK and worldwide• To realise the potential benefits of the technology requires both an

effective data collection platform, a display and analysis module thatfacilitates effective communication and also a change in a standardmodel of care to support clarity, decision making and therapy change.

• Clinical insights from the use of such m-Health platforms and thechanges required to consulting practices to support their effectiveinclusion in the patient : HCP consultation process

Iain Cranston, Consultant Diabetes Physician, Intensive Therapy and PumpService, Queen Alexandra Hospital

9.45 Facilitating communication between pharma and the healthcare industry • A dual perspective: Current status and processes• The increasing use of mobile devices by healthcare professionals • Apps and beyond: How pharma-physician communications can be

facilitated• The value of product information to pharma and healthcare professionals

alike Joelle Sissmann, Former VP Global Product Communications, Sanofi-Aventis; Cardiologist, Cardiac Rehabilitation Unit, Hopital Corentin Celton

10.20 Morning Coffee

10.40 M-health via community pharmacists - the need and case studies fromthe MoMed group• Department of health’s latest recommendations support the expanded

role of community pharmacists in the management of long termconditions

• Importance of providing support to patients receiving treatment at home • M-health Exemplars and Case studies from the MoMed group Shereen Nabhani-Gebara, Senior lecturer in pharmacy practice, KingstonUniversityNada Philip, Senior Lecturer, (CISM) Kingston UniversityAla Mohammed Husain Sungoor, Researcher(CISM) Kingston University

11.15 Leveraging mobile to deliver information and choice • Why is Mobile integral to NHS Choices in reaching & engaging citizens • Health Services via SMS. mobile & apps • Success stories • Digital convergence and reaching the digitally excluded Richard Moore, Senior Digital Manager, Digital Marketing, NHS Choices

11.50 How doctors are using smart phones• iPhone apps – a Pharma vanity project or clinical value?• Which specialties have adapted technology the fastest• What doctors are saying about mobileCarwyn Jones, Head of Pharmaceutical Sales and Marketing,Doctors.net.uk

12.25 Networking Lunch

THE APPLICATIONS OF PHARMACEUTICAL M-HEALTH

1.25 Next generation sales force: go mobile, go fast • Engaging physicians and health care professionals with mobile enabled

toolsets• Business Intelligence in your pocket – transparent, real-time, anywhere

data that makes a difference• Connecting a distributed workforce, creating new sources of field

intelligence• Less to carry, tangible improvements in visit frequencyKen Grady, Global Head, Business Intelligence & Commercial IT, NovartisVaccines and Diagnostics

2.00 Mobile comes of age: the role of the mobile channel in pharma• The drivers for mobile marketing• The international trends• How to creating a strategy for mobilePaul Berney, CMO and MD EMEA, Mobile Marketing Association

2. 35 Raising revenues by putting the patient in control• Value-added services are possible through patient-controlled medical

records• Payers are switching to paying for outcomes not pills, so pharmaceutical

companies must monitor and improve compliance• Research costs are lower and data quality is higher when patients

consent to use their working clinical records• Mobile user interfaces are key to patient engagement in these servicesMohammad Al-Ubaydli, CEO, Patients Know Best

3.10 Afternoon Tea

3.30 How effective use of Mheatlh changes relationships between Pharmacompanies, healthcare workers and ultimately patients.• How Mhealth changes the traditional engagement between

Pharma > Doctors, Pharma > Patient• How this replicates around the globe paying particular attention to any

variance in 1st & 2nd World nations. (Pharma companies have greatopportunities for social responsibility in developing nations)

• How present efforts will affect the futureJamie Driver, Business Development Manager, Medhand International

4.05 How m-Health can boost clinical trial patient recruitment, retention andcompliance.• How mobile can help you communicate better with patients.• How capturing patient information via mobile can enhance your data

quality.• How mobile applications can save your staff timeTim Benjamin, Managing Director, TreatmentTrials.com

4.40 Breaking down barriers: A review of the main barriers to digital withinpharma and some practical steps to overcome them• The top 3 barriers to digital implementation within pharma are,

(1) Regulatory concerns (2) Lack of a digital strategy (3) ROI questions• With the right approach these barriers can be overcome• Experience some practical examples of how to do thisGary Monk, Managing Director, Across Group

5.15 Chairman’s Closing Remarks and Close of Day Two

Overview of workshopAlong with the numerous advantages that m-health can potentiallyoffer the pharmaceutical industry, comes the challenge ofincorporating the usage of this new technology into existinggovernance frameworks. With regulatory bodies currentlydeveloping their stance on the lines that can and cannot be crossedwith pharma apps, now is a critical time for the industry toinvestigate into the alterations they will have to make to internalgovernance in order to be prepared for the coming changes, anddevelop new codes of conduct.

In this session, one of the most interactive that SMi have everproduced, participants will thoroughly explore the pros and cons ofdifferent models by analysing different frameworks, presentingideas to a critical panel, and even completing a pre workshopsurvey to better inform the proceedings.

Workshop agenda8.30 Registration and coffee

9.00 Welcome and introduction

9.10 Knowing what you don’t know• Review of relevant EU and country specific regulations• Establishing a set of key governance principals • Analysis of delegate responses to preconference survey

9.30 How to get approval and stay sane

• Each of the three leaders will give a 15 minutepresentation on their experiences

• Different governance models, what works, doesn’twork and could work better

10.15 Coffee

10.45 Practical working session to create or improve yourexisting governance model• Participants will split into groups for a moderated

break-out session to share existing models• Discuss pros and cons, and come up with

suggestions for an improved system that encouragesand enables innovation

11.45 Sanity checking your governance model through thelens of internal clients• Group exercise where volunteers present their draft

models to a cross-functional panel • Group leaders will comment from a legal, medical,

corporate affairs and marketing perspective• Open discussion

12.30 Workshop close

About the workshop facilitators:Patricia Barnfather is an independent consultant withover 17 years healthcare expertise working in-houseand agency. After gaining an MSc in Public Relationsat Stirling University, she worked for CountrywidePorter Novelli and Cohn & Wolfe before joining EliLilly and Company to lead the UK communicationsteam. She worked at Eli Lilly and Company for over 10

years in product, corporate and internal communications and mostrecently in the Global Channel Development Team as a consultantto the business on improving customer engagement through newand traditional communication channels. As part of this role, sheestablished a cross-functional governance process for socialmedia projects.

Daniel Ghinn is co-founder of Creation Healthcare, aconsultancy that helps people in pharmaceutical andhealthcare organizations to increase theireffectiveness in a changing environment. His workwith global healthcare businesses has resulted inimproved outcomes from engagement with patientsand healthcare professionals using emerging

communications channels, and cost savings through improvedcross-functional collaboration. Daniel is an international speaker,teacher, and writer and is editor of Healthcare EngagementStrategy, an e-journal documenting how emerging channels arechanging healthcare engagement.

During the last 6 years, Gary Monk has worked invarious Brand Management and e-Business roles atJohnson & Johnson. His outstanding achievementshave been consistently recognised across theindustry; he recently won the PM Society 2010 DigitalPioneer award and in 2009 he was bestowed aPharmatimes Marketer of the Year award, his brand

having won 5 awards at the previous PM digital awards. Theseaccolades recognize his success in an array of innovative digitalprojects and the delivery of strong business results, including arevolutionary multichannel physician campaign that measurablyincreased share in the target segment and a pioneering patientawareness campaign that delivered 130,000 targeted views andallowed comments on Youtube

HALF-DAY POST-CONFERENCE AM WORKSHOPWednesday 12th October 2011

8.30am – 12.30pmThe Grange Holborn Hotel, London

Internal Governance in m-Health

ABOUT THE SMi PHARMACEUTICAL TEAMSMi have been involved in the pharmaceuticalindustry since 1993 and have developed a series ofinformative and niche events, covering the latestissues and developments surrounding the industry.Events bring together senior industry professionalsand serving companies who have a focus on being atthe forefront of developments in this area. SMi aim togenerate informed and topical discussion through themedium of both conferences and executive briefings.Our pharmaceutical events are research-based andcontent driven with regular contact with majorindustry personnel and cover a wide range of industrysectors. For more information, please visit www.smi-online.co.uk/pharma

June 201101/02 Pain Therapeutics27/28 RNAi, miRNA, siRNA29/30 Pharmaceutical Portfolio & Product

Life Cycle Management29/30 Pharmaceutical Nanotechnology29/30 KOL Management and MSL

Best Practice in Europe (Munich, Germany)

July 201106/07 ADMET06/07 Social Media in the Pharmaceutical Industry11/12 BioBanking18/19 Pharmaceutical and Clinical Trial Logistics

Asia Pacific (Singapore)20/21 Pre Filled Syringes Asia (Singapore)

September 201119/20 Biomarkers in Clinical Trials26/27 Biosimilars and Biobetters28/29 KOL Knowledge Leaders

October 201103/04 Partnerships with CROs10/11 Pharmaceutical m-Health12/13 GP Commissioning 19/20 COPD: Novel Therapeutics and Management

Strategies24/25 Point of Care Diagnostics - Market

Opportunities and Technology Trends

November 201131 Oct/1 Nov European Pharmaceutical Pricing

& Reimbursement (Switzerland)16/17 Clinical Trials in CNS21/22 Cell Based Assay

December 20115/6 Cold Chain Distribution

All conferences take place in central London, UK – unless indicated otherwise in brackets

PHARMACEUTICALFORWARD PLANNER

PHARMACEUTICAL M-HEALTHConference: Monday 10th and Tuesday 11th October 2011, The Grange Holborn Hotel, London, UK Workshop: Wednesday 12th October 2011, London

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