PRESENTED BY THE CREATORS OF

SPONSORED BY:

4th

CONTENT MARKETINGFO R L I F E SC I E N C ES

CONFERENCE

Develop and Curate Timely Content | Communicate Valuable, Relevant Messaging to Customers | Manage Digital Marketing Assets

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#PharmaContent Life Sciences Customer Engagement

Sherry Pudloski, Vice President and Head of Communications, Global Innovative Pharma, PFIZER

DECEMBER 3-4, 2015 | THE INN AT PENN, A HILTON HOTEL | PHILADELPHIA, PA

EFFICIENCY IMPROVEMENTSThe top priority for most content marketers is to reduce inefficiencies by improving their ability to reuse content

RISK REDUCTIONPromotional content management professionals say reducing the risk of making the wrong information public is their number one concern

COST SAVINGSContent marketing costs 62% less than traditional marketing

METRICSContent creation ranked as the single most effective SEO tactic by 53%

LAUNCHESProduct launches are the most common

event impacting content management systems

MULTINATIONALAbout half of people responsible for content marketing leverage content across different regions

U.S.-CENTRICMost marketers responsible for content development

and execution are solely focusing on efforts in the U.S.

PUTTING CONTENT AT THE FOREFRONT OF YOUR CUSTOMER ENGAGEMENT STRATEGY

Keynote Speaker

Featured Speakers

Leif Goranson, Principal Interactive Specialist, Global Customer Education, MEDTRONIC

Bernard Madden, Director, Content and Media Innovation, MERCK AND COMPANY

Ruchin Kansal, Executive Director and Head, Business Innovation, BOEHRINGER INGELHEIM

Tatyana Tsinberg, Senior Director and Team Leader, Viagra, PFIZER

TO REGISTER CALL: 866-207-6528 | VISIT: EXLEVENTS.COM/CONTENT> >

Dear Colleague,

The people have spoken: Content is king. While this idiom is simple and cuts straight to the point, developing content-rich communication is a challenge, especially within the highly regulated field of life sciences. Instead of continuing to push out information, customer engagement increases when we provide messaging that addresses their concerns, helps them meet goals or provides them with value in some other way. Whether your goal is to increase sales, improve adherence, or create a more positive relationship between your customers and your company or brand, unique content can help you with your business objectives.

The 4th Content Marketing for Life Sciences Conference was designed as the premier forum for for like-minded marketing and communications professionals who are responsible for getting their product or company story across via various channels. Over the course of two days you’ll learn how to foster meaningful conversations with a variety of customer bases through the use of traditional and digital channels. Join us and learn from leading industry experts as they share how to best:

• Position your company as a partner in improving health outcomes

• Create content that will resonate with decision-makers at ACOs and IDNs

• Visually demonstrate the value you provide to customers by using video as a content distribution channel

• Collaborate with internal legal and regulatory teams to create an action plan prior to launching a social media marketing campaign

• Encourage your organization to stand behind implementing a content marketing strategy

Make sure you stock up on business cards and come prepared to meet or reconnect with industry executives facing (and overcoming) the same challenges as you! Our speed networking session is the perfect opportunity to build relationships with leading professionals in this field.

I look forward to welcoming you to Philadelphia this December.

Sincerely,

Sarah Gordon-GoldsmithSarah Gordon-GoldsmithSenior Production Directorsgoldsmith@exlevents.com ExL Pharma

4th

CONTENT MARKETINGFO R L I F E SC I E N C ES

CONFERENCE> >

Develop or Curate Timely Content | Communicate Valuable, Relevant Messaging to Customers | Manage Digital Marketing Assets

Who AttendsThis conference is designed for pharmaceutical, biotech and medical device professionals with responsibilities in the following areas:

• Marketing

• Multichannel Marketing/eMarketing/Digital Marketing/Integrated Marketing

• Strategic Communications

• Public Relations

• Brand/Product Management

• Content Management/Creation

• Product Launch

This program is also of interest to:

• Marketing Service Providers

• Digital, Content and Healthcare Agencies

• Interactive Marketing Providers

• Publications

• Technology Experts

Sponsorship and Exhibition OpportunitiesDo you want to spread the word about your organization’s solutions and services to potential clients who attend this event? Take advantage of the opportunity to underwrite an educational session, exhibit, host a networking event or distribute promotional items to attendees. ExL Events will work closely with you to customize a package that best suits your needs.

To learn more about these opportunities, please contact Brendan Jordan, Business Development Manager, at 917-258-5154 or bjordan@exlevents.com.

Front cover statistics are from Veeva, Demand Metric and Kapost Content Marketeer; back cover statistics are from the CMO Council, Kapost Content Marketeer and Digital Sherpa.

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Venue InformationThe Inn at Penn, A Hilton Hotel3600 Sansom Street | Philadelphia, PA 19104

To make reservations please call 1-800-HILTONS and request the negotiated rate for EXLP. You may also make reservations online using the following link: http://bit.ly/1CGaV8R. The group rate is available until November 19, 2015.

Please book your room early as rooms available at this rate are limited.

ExL Events, Inc. is not affiliated with Exhibition Housing Management (EHM)/Exhibitors Housing Services (EHS) or any third-party booking agencies, housing bureaus, or travel and events companies. In the event that an outside party contacts you for any type of hotel or travel arrangements, please disregard these solicitations and kindly email us at info@exlevents.com. ExL has not authorized these companies to contact you and we do not verify the legitimacy of the services or rates offered. Please book your guest rooms through ExL’s reserved guest room block using the details provided.

TO REGISTER CALL: 866-207-6528 | VISIT: EXLEVENTS.COM/CONTENT

8:00 Registration and Continental Breakfast

8:45 Chairperson’s Opening RemarksLiz Presson, Digital Media and Community Experience Manager, OTICON MEDICAL

9:00 TELL A COMPELLING STORY THAT RESONATES WITH STAKEHOLDERS AND BUILDS TRUSTED RELATIONSHIPS WITH YOUR COMPANY • Define your company story to be consistent in retellings across

internal and external channels• Identify your customers’ needs to create content that provides them

with the information they crave• Infuse the big picture in your day-to-day work to ensure messaging

stays on point • Engage your employees and create content they want to share with

their networksSherry Pudloski, Vice President and Head of Communications, Global Innovative Pharma, PFIZER

9:45 DEFINE A CONTENT STRATEGY THAT DELIVERS HIGHER CUSTOMER ENGAGEMENT AND INTERNAL EFFICIENCIES• Identify customers’ content needs and preferred channels• Ensure relevant content is readily available• Align internal resources to support speed and compliance in your

content deliverySandra Velez, Content Strategy Leader, Customer Engagement Center of Excellence, MERCK AND COMPANY Bernard Madden, Director, Content and Media Innovation, MERCK AND COMPANY

10:30 Networking Break

11:00 SPEED NETWORKING Now that you’ve had your morning caffeine, it’s

time to network with everyone in the room! Take this opportunity to meet fellow attendees and ensure you leave the conference with new industry connections facing the same challenges as you.

11:30 REDEFINE THE LEGACY PORTFOLIO-CENTRIC SALES CONVERSATION MODEL WITH A NEW CUSTOMER-DRIVEN STRATEGY• Define the customer’s POV through market research which drives

new marketing strategy• Address the need for more adaptive, personalized, and relevant

customer content• Discover how to deliver relevant content in the right context globally

while maintaining 100% regulatory compliance• Discuss the benefit of having a single source technology platform to

deliver compliant content in real-timeSatish Kodavali, Founder and Chief Information Officer, EPROSOFT AMERICA INC.Greg Mattle, Marketing Director, FORTUNE 500 MEDICAL DEVICE COMPANY

12:00 BEST PRACTICES TO CONNECT WITH INTEGRATED DELIVERY SYSTEMS, HEALTH SYSTEMS OR HOSPITAL NETWORKS• Create value propositions for these new customers based on

their needs• Understand how centralized decision-making, risk sharing and

meaningful use shape the way your customers do business• Vary communication depending on whom within the company

you’re targeting (Medical Director, CFO, etc.)Matt Portch, Team Lead, Commercial Effectiveness, PFIZER

12:30 Luncheon

1:30 FROM PUSH TO PULL: CREATE IN-DEMAND CONTENT TO ENCOURAGE ENGAGEMENT • Solicit feedback from customers during the content development

stage to better understand what they want from your company• Discuss the nuances of working across different geographic regions

when determining preferences• Use customers’ preferred channels to notify them when content they

want is available• Foster two-way engagement and cultivate trust with customers by

allowing for open communication when appropriateAmy O’Connor, Senior Director, Digital and Social Media Communications, ELI LILLY AND COMPANY

2:00 GET INNOVATIVE CONTENT TO MARKET: ENSURE YOUR ORGANIZATION HAS THE TOOLS TO IMPLEMENT A SUCCESSFUL CONTENT MARKETING STRATEGY• Establish an advanced organizational vision for content marketing• Define an approach for content alignment by segment and specialty • Facilitate planning and collaboration with cross-functional teams

and agency partners to get multichannel content to market fasterBrian Harper, Director Vault PromoMats Strategy, VEEVA

2:30 DIGITAL GOVERNANCE: STOP TALKING, START DOING Jessica Pfennig, Global Digital Governance Director, ASTRAZENECA PHARMACEUTICALSKate Gorman, Global Digital Governance Project Manager, ASTRAZENECA PHARMACEUTICALS

3:00 Networking Break

3:30 HUMANS AREN’T CHECKBOXES: WHAT NEUROSCIENCE CAN TEACH US ABOUT THE BEST WAYS TO MARKET CONTENT • Learn how to differentiate messaging in order to stand out from

the flood of information facing patients, consumers, and the general public

• Better align your products with your customers (and make it feel that way)

• Create content that doesn’t just meet a focus group’s ideal, but actually drives behavior

• Harness “quick content” and video to capture a viewer’s attention• Competitive effects which reduce the impact of being present on

social media, and how to avoid themBen Locwin, PhD, MBA, MS, Director of Learning, R&D Business Strategy and Operations, BIOGEN

4:00 STAY AHEAD OF THE COMPETITION: BOEHRINGER INGELHEIM’S INITIATIVES TO DRIVE INNOVATION• Transform development and commercialization through effective

customer collaboration• Redefine BI product and value offerings through digital health• Enhance patient engagement by seeking and capturing relevant

patient-centric insights, optimizing the patient experience, and increasing patient engagement across key external stakeholders and all BI functions

Ruchin Kansal, Executive Director and Head, Business Innovation, BOEHRINGER INGELHEIM

4:45 THE INTERSECTION OF INNOVATION & WHAT MATTERS MOST TO THE PATIENT & THEIR CAREGIVER• Understand the needs and priorities of patients and how they

translate into innovation• Discuss the growing issue of information overload.• Co-designing solutions with patients and caregivers.• Integrate patient perspective into the design, development, and

enhancement of innovations designed to serve themSarah Krüg, CEO, CANCER101 FOUNDATION, Executive Director, SOCIETY FOR PARTICIPATORY MEDICINE, Founder, HEALTH COLLABORATORY

5:15 End of Main Conference Day One

TO REGISTER CALL: 866-207-6528 | VISIT: EXLEVENTS.COM/CONTENT

Day One Thursday | December 3, 2015

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8:15 Continental Breakfast

9:00 Chairperson’s Opening Remarks and Recap of Day OneJoyce Ercolino, Head, Digital Communications, Corporate Affairs and Communications, CSL BEHRING

9:15 USE VIDEO TO BETTER CONNECT WITH CUSTOMERS AND IMPROVE ENGAGEMENT• Define the benefits of being able to provide visual content, including

more emotionally stimulating patient stories• Select spokespeople and video participants who will best resonate

with your audience• Integrate video with other marketing channels, such as email or text

messaging• Learn how one campaign has integrated video to create a marketing

campaign that resonates with Spanish-speaking adults recently diagnosed with Type 2 Diabetes

Lisa Valtierra, Associate Director of Cross Cultural Marketing, BOEHRINGER INGELHEIM

10:00 TAKE A LEAD IN THE MEN’S HEALTH CONVERSATION: THE VIAGRA EXPERIENCE• Identify how the Viagra brand team took a bold new approach to

DTC with its new “The Woman” campaign to educate men with erectile dysfunction and motivate them to seek treatment

• Learn how the Viagra team identified new patient insights that led to the creation of its new DTC campaign

• Discuss how to arm potential customers with the information they need through a multichannel approach to content distribution

Tatyana Tsinberg, Senior Director and Team Leader, Viagra, PFIZER

10:45 Networking Break

11:15 INTEGRATE MARKETING WITHIN EHRs TO INCREASE ACCESS TO THE POINT OF PRESCRIBING • Understand how HCPs utilize EHRs in relation to pharmaceuticals

and biologics• Learn about the current and future commercial opportunities in

EHR systems• Explore industry case studies to learn about execution principles and

program performance measurementCraig Kemp, Innovative Partnerships, MERCK VACCINES

12:00 DEVELOP A STRONG CONTENT MARKETING CAMPAIGN PRIOR TO PRODUCT LAUNCH• Offer unexpected yet brand-appropriate content that piques

customer interest • Drive sustained engagement with future prospects via WOM

(word-of-mouth) campaigns• Discover how to best create buzz around your therapeutic area

without driving demand to in-market competitive productsMatt Connor, Executive Vice President and Executive Creative Director, WUNDERMAN HEALTH

12:45 Luncheon

1:45 SEGMENT YOUR CUSTOMER BASES PRE-LAUNCH TO POSITION YOUR PRODUCT FOR SUCCESS• Segment future customer bases by creating personas represent

whom they are, beyond just their diseases• Discuss positioning for these different customer bases• Define how success will look by creating measurable metricsDamon Harrell, Senior Director, New Product Planning and Commercialization, ALKERMES, INC.

2:30 RETAIN CUSTOMERS THROUGH A DEEP UNDERSTANDING OF THEIR NEEDS• Define your customers’ needs, including ones that they may not

vocalize to you• Develop a persona that represents your customers so you can better

understand their mindsets• Go beyond branded messaging to connect with customers in a way

that provides them with valuable information about their diseases• Work with outside partners as needed to create and execute timely

marketing outreach Scott Isbell, Content Marketing Manager, AMBU INC.

3:15 MAKING THE IMPERSONAL FEEL PERSONAL: BEST PRACTICES FOR CUSTOMIZING NON-PERSONAL PROMOTION (NPP)• Build a customer journey that provides relevant content to

consumers, regardless of where they are in their path to purchase (or path to prescribe)

• Evaluate different CRM programs that allow for customized communication

• Learn from failed attempts at NPP and discuss how programs should and could have been improved upon

Moderator: Tom Jones, Senior Vice President, MAKOVSKY Leif Goranson, Principal Interactive Specialist, Global Customer Education, MEDTRONIC

4:00 Conference Concludes

TO REGISTER CALL: 866-207-6528 | VISIT: EXLEVENTS.COM/CONTENT

Day Two Friday | December 4, 2015

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CHECK OUT SOME TWEETS FROM LAST YEAR’S ATTENDEES!2014 #PHARMACONTENT HIGHLIGHTS@moniqueterrell: Great time at #pharmacontent thanks for having me. #SocialMedia

@ThereseVanRyne: Effective storytelling = sharing your brand from your audience’s perspective #PharmaContent @pfizer

@Carlos_Abler: @moniqueterrell Don’t dip your toe into #socialmedia DIVE IN. Social isn’t beta, it’s live. #pharmacontent #contentmarketing

@pharmaguy: Brand-related info is still the first step in creating & delivering “relevant content” to patients, it seems. #pharmacontent

@HFosburg: Listen, post, monitor, measure & start all over again @moniqueterrell. Be part of the convo; don’t just push out content. #pharmacontent

@MSLGROUPNA: Content must be clear, consistent, relevant, shareable and useful, says @moniqueterrell #pharmacontent #mslhealth

@AnneBell: Millennials report that loyalty toward brands determined by the experiences brands create for them. #pharmacontent

Follow Us@ExLMarketing #pharmacontent

4.75 billion pieces of content are shared1.8 billion photos are uploaded and shared500 million tweets are posted700 million snapchats are sent

...so how do you make your content stand out?

Every day...… stats via NewsCred

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Registration Fees for Attending ExL’s 4th Content Marketing for Life Sciences Conference:

Early Bird Rate Register by October 23, 2015$1,895

Standard RateRegister after October 23, 2015$2,095

Onsite Rate$2,195

Prices include sales tax and service fees.

Group Discount Program

Save 25% per person when registering four

For every three simultaneous registrations from your company, you will receive a fourth complimentary registration to the program (must register four at one time). This is a savings of 25% per person.

Save 15% per person when registering three

Can only send three? You can still save 15% off of every registration.

To find out more on how you can take advantage of these group discounts, please call 866-207-6528.

Terms & ConditionsPayment: Make checks payable to ExL Events, Inc. and write C639 on your check. You may also use Visa, MasterCard, Discover or American Express. Payments must be received in full by the conference date. Any discount applied cannot be combined with any other offer‚ and must be paid in full at the time of order. Parties must be employed by the same organization and register simultaneously to realize group discount pricing options.

**Please Note: There will be an administrative charge of $300 to substitute, exchange and/or replace attendance badges with a colleague occurring within five business days of any ExL conference.**

Cancellation and Refund Policy: If you need to cancel your registration for an upcoming ExL event, please note the following policies derived from the Start Date of the event: • Four weeks or more: A full refund (minus a $295 processing fee) or

a voucher to another ExL event valid for 12 months from the voucher issue date.

• Less than four weeks: A voucher to another ExL event valid for 12 months from the voucher issue date.

• Five days or less: A voucher (minus a $395 processing fee) to another ExL event valid for 12 months from the voucher issue date.

To receive a refund or voucher, please email cancel@exlevents.com or fax your request to 888-221-6750.

Credit Vouchers:Credit Vouchers are valid for 12 months from date of issue. Credit Vouchers are valid toward one (1) ExL event of equal or lesser value. If the full amount of said voucher is not used at time of registration, any remaining balance is no longer applicable now or in the future. Changes cannot be made once a Credit Voucher has been applied toward a future event. In the event of cancellation on the attendees’ behalf, the Credit Voucher will no longer be valid.

ExL Events, Inc. does not and is not obligated to provide a credit voucher to registered attendee(s) who do not attend the event they registered for unless written notice of intent to cancel is provided prior to the commencement of the event.

Substitution Charges: There will be an administrative charge of $300 to substitute, exchange and/or replace attendee badges with a colleague occurring within five business days of the conference. ExL Events reserves the right to cancel any conference it deems necessary and will not be responsible for airfare‚ hotel or any other costs incurred by registrants.

ExL Events’ liability is limited to the conference registration fee in the event of a cancellation and does not include changes in program date‚ content‚ speakers or venue.

* The opinions of ExL speakers do not necessarily reflect those of the companies they represent or ExL Events, Inc.*

Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker cancellation, significant effort to find a suitable replacement will be made.

TO REGISTER CALL: 866-207-6528 | VISIT: EXLEVENTS.COM/CONTENT

Registration Information

> > Phone: 866-207-6528

Fax: 888-221-6750Online: www.exlevents.com/content

Email: registration@exlevents.com Mail: ExL Events, Inc. 494 Eighth Avenue, 4th Floor New York, NY 10001

?!Questions or Comments?Do you have a question or comment that you would like to see addressed at this event? Would you like to get involved as a speaker or discussion leader? Please email Senior Production Director Sarah Gordon-Goldsmith at sgoldsmith@exlevents.com.

Media Partners:

CanBiotechR&D Outsourcing

Capital Sourcing

Competitive Intelligence

5 Ways to Register

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PRESENTED BY THE CREATORS OF

4th

CONTENT MARKETING FO R L I F E SC I E N C ES CONFERENCE

Develop or Curate Timely Content | Communicate Valuable, Relevant Messaging to Customers | Manage Digital Marketing Assets

> > DECEMBER 3-4, 2015 | THE INN AT PENN, A HILTON HOTEL | PHILADELPHIA, PA

PUTTING CONTENT AT THE FOREFRONT OF YOUR CUSTOMER ENGAGEMENT STRATEGY

“It was small enough

to be personal yet large enough to have a variety of diverse ideas.” —Boston

Scientific

“This conference exceeded

my expectations. The topics and pace in which they were presented kept

my attention the entire time.” —Medtronic

“Well done, I loved the

smaller audience and personal setting.” —Roche

Diabetes

Customers’ Needs Are Evolving.

TO REGISTER CALL: 866-207-6528 | VISIT: EXLEVENTS.COM/CONTENT> >

90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them.

The average website conversion for companies with defined content processes is more than twice that of companies without.

80% of your online visitors will watch a video, while only 20% will actually read content.

Hear what past attendees

are saying:

Join Peers and Attend to Help Shape the Evolution.