Date: Wednesday June 2, 2004 Time: Registration from 8.30amVenue: The Crystal Room, Luna Park, 1 Olympic Drive, Milsons Point.

APMRG Mid-Year Seminar & AGM

The Changing Face of Pharmaceutical Marketing

and Research

CVsChristopher Shaw has worked in the pharmaceuticalindustry for nearly ten years across international marketsand following an eight-year career in managementconsulting. Presently Marketing Director for Eli Lilly Australia,he has held numerous marketing and sales roles with LillyUK and Lilly USA prior to arriving in Australia late 2003.

Most recently he was Global Marketing Director for one of the companies’major neuroscience products and based at the company corporateheadquarters in Indianapolis, Indiana. Initially from Britain, Chris has aBSc in Management Science from the University of Sunderland and an MBAfrom Warwick Business School.

Kieran Schneemann has held a number of positions in theCommonwealth Public Service, including the Department of theHouse of Representatives, the Commonwealth Office of Protocoland the National Audit Office. He left the private sector earlierin his career to join the Audit Office. Following the election ofthe Howard Government in 1996, he joined the Office of the

Minister for Science and Technology, the Hon Peter McGauran MP, as Chief ofStaff. In 1997 he moved to the position of Chief of Staff to Senator the Hon NickMinchin. He worked for Senator Minchin for a period of five years in theIndustry and Finance portfolios. Kieran possesses a wealth of knowledge inmanagement, policy development and government process and has a soundappreciation of the economic, political and social environment in which thepharmaceutical industry operates. Kieran was appointed to the position of ChiefExecutive Officer of Medicines Australia on 1 February 2003.

Mike Welling has a BSc (Hons) in Biology from theUniversity of Southampton and has been based in Londonworking in ‘Futures’ - the worldwide communications researchexpertise centre of Initiatives, where he was responsible for theAsia Pacific. As head of international research, he wasresponsible for developing the proprietary Matrix modelling

tool and leading its worldwide training and implemetation. He is considereda leading expert in this field within Initiative primarily for writing thealgorithms behind the awareness model and for developing a series ofassociated applications within the modelling tool. His most recent work hasbeen the development of a leading edge multi-media awareness modellingtool for Coca-Cola. He now works with Initiative Media in Sydney.

Steve Robson is a registered pharmacist with a Master ofBusiness and a Graduate Diploma of Marketing (UTS). He hassupplemented his three degrees with more than 20 years ofpharmaceutical marketing, advertising and sales withcompanies like Pfizer, Wella and Reckitt Benckiser. Steve iscurrently Managing Director for one the leading healthcare

advertising agencies, Hammond & Thackeray. In his 9 years with thisbusiness it has grown more than 400% and successfully opened new officesin Melbourne and Auckland. Six years ago, H&T formed a financialpartnership with The Interpublic Group (IPG) – the second largestcommunications group in the world. At this time H&T started to work withInitiative Media (also part of IPG) developing world-leading media planningand buying techniques for OTC and DTC advertising and more recently inpharmaceutical markets.

Peter Wells is the founder of Nilewide, a company whoseaim is simply to move our thinking about marketing along onestep further each week, through critically reviewing andanalysing the latest thinking from around the world. As arelentless traveller, and after a career in internationalmarketing on 4 continents, Nilewide provided the perfect

opportunity to explore and challenge our most fundamental thinking. Peter isa columnist for a number of UK publications, including the journal of TheMarketing Society UK, Market Leader, has contributed chapters to a book forInstitute of Practitioners in Advertising, written speeches for business leadersfor conferences as varied as the Australian Institute of Marketing and WorldEconomic Forum, and regularly speaks at international marketing conferencesin many countries. Nilewide includes among its clients leading marketers,advertising agencies and universities in Australia, Europe, UK, USA andAfrica, and has offices in Sydney, Johannesburg, London and Philadelphia.

Rebecca Leat graduated from the University of London witha BSc (Hons) in psychology, and has been working inpharmaceutical market research for the last 12 years, both ona global level as well as within Australia. Rebecca has been atJigsaw Strategic Research for 3 years where she heads up thehealthcare division. Rebecca’s two main interests lie in how we

can learn from our consumer colleagues and open our minds to newtechniques and learnings from the FMCG markets and consumer insights, aswell as understanding the importance and relevance of branding within thepharmaceutical market.

Nicole Inglis has been working in Market Research for 8 years. Nicole comes from a tourism and consumerbackground but since joining Jigsaw in 2000, she has seenthe light and been working entirely within the HealthcareDivision. The increasing importance of the end-user inpharmaceutical marketing has allowed Nicole to utilise her

past experiences of consumer behaviour research in the context of the ethicalarena. Nicole’s area of interest lies in optimising interactions with healthcareprofessionals in the context of depth interviews and focus groups.

Jane Adams graduated from the University of Newcastlewith an honours degree in psychology. She recently submittedher PhD thesis examining the effects of legislation on the ratesof adolescent smoking. She has worked in both the mentalhealth and public health research areas, and lectured at theUniversity of Newcastle Faculty of Nursing for seven years.

Jane has been involved in the coordination of evaluation projects at state andCommonwealth government levels, utilising her expertise in both qualitative andquantitative research methods. At M-TAG, Jane is the Senior Quality of LifeAnalyst, where she conducts utility, willingness-to-pay and quality of life studieswith community, health professional and patient samples.

Chris Joscelyne was the Australian spokesman at the UnitedNations Global eBusiness Forum in Geneva. He is a leader inAustralia’s IT security sector, serving on the board of theAustralian IT Security Forum. He has served as the Australian ITIndustry delegation chairman for bilateral talks with the UnitedStates on protection of the national information infrastructure.

Chris is a Certified Practising Marketer with over 30 years experience inbroadcast media and information technology. In 1994 Chris foundedAustralian Projects, a company engaged in the commercialisation of new andemerging IT security solutions, working closely with strategic partners inAustralia, the United Kingdom and USA.

Malcolm Rankin’s career spans 30 years in the advertisingand marketing industry in Australia and the UK, in agenciessuch as Leo Burnett, Grey Advertising and Ted Bates (UK).Initially, his primary focus was media, commencing as TVBuying Manager at Leo Burnett Sydney, and rising to the roleof Media Director on the board of Grey Advertising, Australia.

Subsequently, Malcolm became a partner in two Australian-based agencies.In 1992, Malcolm established Vision Marketing Communications,whichcurrently has the exclusive rights to market the APRAIS client/agencyrelationship appraisal. Malcolm is a past committee member of the AFA(NSW), past board member of Sydney Radio Station 2SM, and is currentlythe Australian Chairman of Child Sponsorship Organization CCF (Aust).

Gill Lowe has created and launched a vast number ofstrategic medical education initiatives designed to cultivateacceptance and support of products by opinion leaders, GPs and other health professionals. She has spent 20 yearsworking in training, publishing, continuing health careeducation, and management consulting. Prior to joining

Princeton Clearpoint Gill was General Manager of IntraMed, in Canada andAustralia. Gill has developed and conducted numerous seminars andworkshops on presentation and facilitation skills, medical education in themarketing mix, leadership, coaching, sales, and marketing. Gill is a graduatein education and history from the University of Lancaster, UK and was a highschool teacher before immigrating to Canada.

Glen Cross is currently Senior Product Manager inGastroenterology at Pfizer Australia. Starting out inMelbourne as a GP sales representative in 1995, Glenn hashad eight years in sales and marketing roles in the Australianpharmaceutical industry; firstly with G.D. Searle, thenPharmacia Australia and now with Pfizer Australia.

The past five years have involved various product management rolescovering portfolios as diverse as OTC brands, global blockbuster launchesand locally managed co-promotions.

Programme

8.30am Registration and coffee

9.00am Changing the Face of Marketing and Research - Welcome and Introduction. Chris Shaw, Marketing Director, Eli Lilly

9.15am Does the R&D Based Pharmaceutical Industry in Australia have a Voice? If so, what is it?Kieran Schneemann, CEO, Medicines Australia. In this presentation Kieran will focus on research & development based pharmaceutical companies and raise some of the major issues that will face the industry as a whole over the next few years, that is, in the next term of the federal government. He will also discuss the role Medicines Australia will play.

10.00am The New Face of Media - Interfacing Media and Quantitative Research to Maximise ROI. Mike Welling,Head of Research & Technology, Initiative Media and Steve Robson, Managing Director, Hammond & Thackeray.Combining the extensive sales data available to the pharmaceutical industry with innovative, new computer modelling softwareallows media to be targeted to both measure and maximise return on your investment in advertising. An actual case study willshow how this process works.

10.40am Morning tea

11.00am Keynote Session At the Coal Face - the Latest Thinking in Patient/Consumer Interactions and its Relevance on Marketand Research. Peter Wells, Nilewide. It is one of those things we all want to deny – we simply don’t think very much. If we deny this we can continue to believe that people think about our brands, our ads and can answer questions about them.But, if we accept that most decisions are made subconsciously based on habits, and that we don’t think about most of the thingsthat go on around us, including the marketing communications we are exposed to, then we need to ask some serious questionsabout where marketing and research go next. As Nobel Prize winners, neuroscientists, evolutionary psychologists and a few adresearchers take aim at our basic tenets, maybe we should think a bit more about thinking, or more importantly the lack of it. It will change the way we think, or don’t, about marketing and its tools.

11.40am The Rise in Patient Empowerment and Brands in the Pharmaceutical Market. Rebecca Leat and Nicole Inglis,Jigsaw Research. This paper will explore and review the role and importance of the patient in the pharmaceutical market andhow this helps us understand the role of brands for both patients and physicians. We can then understand what the implicationsare for the pharmaceutical industry in general and market research specifically.

12.10pm Conjoint Analysis in the Australian Pharmaceutical Marketplace - Practical Examples and the Potentialfor Future Use. Jane Adams, Senior Quality of Life Analyst, M-TAG. Conjoint analysis is a tool that can be used by sales and marketing teams within the pharmaceutical industry to better understand the value proposition for their products.This presentation will use real life examples to demystify this useful approach.

12.45pm AGM (non members leave for lunch)

1.00pm Lunch

2.15pm Keynote Session IT Security – Threats and Defence. Chris Jocelyne. The ability to assemble, store, manage and disseminate researchinformation electronically exerts powerful leverage on the effectiveness and efficiency of the research enterprise. However, thedark side of this technology is that it exposes research data to unprecedented levels of privacy breaches, inquisitive browsing,sabotage, virus attack, vandalism and computer crime. Today’s challenge is managing and handling electronic information in a safe, secure and confidential way. Hear the issues explained in a practical and highly entertaining presentation, free oftechnical jargon.

3.00pm Laurel and Hardy, Morecombe and Wise, Champagne and Caviar, Fred and Ginger.....Why Great Partnerships Achieve Great Results. Malcolm Rankin, Managing Director, Vision MarketingCommunications Pty. Ltd. What are the most common issues between clients and their marketing suppliers? And how can they beovercome? This interactive presentation aims to demonstrate how to achieve far better results for the A&M money spent throughimproved relationships, moving from the master/servant dynamic to one of true partnership. Case studies, will show how this canbe achieved.

3.30pm Hello, is anyone awake out there…? Engage your audience and improve retention using interactivetools and techniques. Gill Lowe, General Manager, Princeton Clearpoint Medical Communications. Pharmaceuticalcompanies invest a great amount of time and money on live educational events for customers and internal staff. But what do theparticipants walk away with - and how do you know? There is substantial evidence to prove that adults learn and retaininformation best when they are involved in the process. In this session we will review some of this evidence and explore how theuse of interactive tools and techniques can improve the retention rate of participants who attend live educational events. So don’tcome thinking you can sit back and relax…this is an interactive session that is designed to keep you awake!

4.15pm The Changing Face of the APMRG. Glenn Cross, President, APMRG and Senior Product Manager, Pfizer. In thisshort session, Glenn will facilitate feedback from the audience on a number of suggested APMRG innovations and current activities.

4.30pm Cocktails in the Sunset Room

Registration Form: APMRG Mid Year Seminar & AGM

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The Changing Face of Pharmaceutical Marketing and Research, June 2, 2004

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• Payment can be either by credit cardor cheque to APMRG.

• Registrations to be received byWednesday 26th May 2004.

Send registration form and payment to:

Mid-Year 2004 APMRG SeminarOCC Australia Pty LtdPO Box A228Sydney South NSW 1235

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facsimile on 02 9267 5244

A tax receipt will be sent to you uponreceipt of payment.

For more information please telephoneMichelle Henshaw on 02 9261 9629 or email: apmrg@syd.occ.com.au

For a list of member/associate membercompanies, please see back page, then register for the APMRG Mid Year Seminar and AGM as follows (tick one).

Member/Associate Member

$220 (includes GST)

Non Member

$242 (includes GST)

A letter of confirmation will be sent to youupon receipt of your registration

gummed area – magenta does not print

Member Companies:

Abbott Australasia

Alcon Laboratories Australia Pty Ltd

ALTANA Pharma

Amgen Australia Pty Ltd

AstraZeneca Pty Ltd

Aventis Pharma

Bayer Australia Pty Ltd

Boehringer Ingleheim Pty Ltd

Bristol-Myers Squibb Pty Ltd

CSL Limited

Eli Lilly Australia Pty Ltd

GlaxoSmithKline

Janssen-Cilag Pty Ltd

Lundbeck Australia Pty Ltd

Mayne Pharma

Merck Sharp and Dohme (Aust) Pty Ltd

Novartis Pharmaceuticals Pty Ltd

Novo Nordisk Pharmaceuticals Pty Ltd

Organon (Australia) Pty Ltd

Pfizer Australia Pty Ltd

Roche Products Pty Limited

Sanofi Synthelabo Pty Ltd

Schering Pty Ltd

Schering-Plough Pty Ltd

Servier Laboratories (Aust) Pty Ltd

Solvay Pharmaceuticals

Wyeth Australia Pty Ltd

Associate Member Companies:

AMR Interactive

Blue Moon Research and Planning

Brand Promotions Pty Ltd

CRMS Consulting Limited (Australia)

Curtis Jones and Brown

Decisions Research Asia

Frost and Sullivan

Hammond & Thackeray

IMS Health Australia Pty Ltd

Jigsaw Healthcare Strategic Research

MediMedia Australia Pty Ltd

M-TAG Pty Ltd

APMRG Committee Members:

Glenn Cross – Pfizer AustraliaPresident

Spiro Mandylas – Amgen Vice President

Petra Klaunzer – AstraZeneca Treasurer

Frank Domantay – Bristol-Myers Squibb Professional Development Chairman

Sheila Ton – Pfizer Market Research Committee Chairperson

Iva Yip – Pfizer Data Users Group Chairman

Terese Cole – Eli Lilly Committee Member

Urmila D’Cunha – Aventis Pharma Committee Member

Katherine Grigg – Roche Committee member

Graham Morl – Aventis Pharma Committee Member

Frederick Woo – GlaxoSmithKline Committee member

Kirsten McKenzie APMRG Executive Officer

The APMRG wishes to thank:

• Hammond and Thackeray for designing the flyer and invitation.

• IBS for supplying keypads for the seminar.

• IMS Health for sponsoring the invitations and flyers.

• Mail Marketing Works for mailing the invitations and flyers.

• Oxford Clinical Communications for handling the registrations.

30 QPMR PointsThose who have qualified for the

Market Research Society’s QPMR

accreditation are able to count

attendance at APMRG seminars as

part-fulfillment of their continuing

education requirements.

This seminar contributes 30 points

toward maintaining QPMR.