Medical Affairs Asia 2012

Dr Richard NiemanVice President, Head ofGlobal Medical Affairs, Asia,Bayer HealthcarePharmaceuticals, China

Dr Elena RizovaVice President MedicalAffairs,Janssen Pharmaceutical,Singapore

5 – 7 December 2012 • Grand Copthorne Waterfront Hotel, Singapore

MEDICAL AFFAIRSMEDICAL AFFAIRSFORUM AS A 2012FORUM AS A 2012 Bridging Science

and Commerce in Asia’sPharma Markets

Produced by:

www.medicalaffairs-asia.com

REGISTER NOW! Customer Service Hotline: +65 6508 2401

Media Partners:

International Marketing Partner:

Featuring Keynote Speakers:

Plus insights from:

Dr Abhishek Bhagat, Regional Associate Medical Director,Mundipharma, Singapore

Dr Vicknesh Welluppillai, Medical Director, Pfizer, Malaysia

Dr Helen Lin, Medical Affairs Director, R&D, AstraZeneca, China

Dr Ajay Tiku, Regional Medical Director, Cardiovascular Disease– Asia Pacific, Bristol Myers Squibb, Singapore

Dr Benjamin G. Co, Medical Director, Otsuka, Philippines

Dr Jude Selvaraj, Medical Lead: Malaysia/Singapore/Indonesia/Brunei, Eli Lilly, Malaysia

Dr Ping Liu, Director of Medical Affairs, UCB, China

Bridging Scienceand Commerce in Asia’sPharma Markets

Attend Asia’s 1st MedicalAffairs Conference to:• Acquire the necessary knowledge required to

tackle the Medical Affairs’ growing strategic role

• Hear from Medical Directors how the MedicalAffairs function is continuously re-invented byoptimizing capabilities

• Network with industry thought leaders andyour peers from global pharma operating in theregion

• Gather practical advice on how to improve

communication and relationships with KOLs

• Listen to experts as they discuss how to achieveand keep an experienced and competentMedical Affairs team

Key themes and issuesto be discussed include:• Pharma Industry Updates: Trends and Realities

in the Region and Globally

• Dissecting the Medical Affairs Function: Roles,Responsibilities and Reach

• Accurately Communicating Scientific Informationfor Internal and External Partners

• Case Studies: Focus on Opportunities,Challenges, Issues and Strategies for Success

• Strengthening KOL Engagement andCollaboration

Cultivating a Medical Affairs Mindset: The Essence and a Few Essentials

PLUS! Post-Conference Workshop: 7 December 2012

Dr Seong-Choon Choe, Senior Vice President, HanAll

Biopharma, Korea

Dr Karen SmithSenior Vice Presidentand Head, GlobalMedical Affairs,Allergan, USA

REGISTER TODAY! +65 6508 2401 [email protected] www.medicalaffairs-asia.com




CONFERENCE DAY ONEWednesday | 5 December 2012

8:30 Registration and Morning Coffee

9:00 Chairperson’s Opening Remarks

Dr Seong-Choon Choe, Senior Vice President,HanAll Biopharma, Korea

Pharma Industry Updates: Trends andRealities in the Region and Globally

9:10 Scanning the Pharmaceutical Industry’s Evolving

Framework

• Today’s healthcare environment: trends, challenges andopportunities

• What are the drivers of change and productivity?• Responding to change in the industry through the Medical

Affairs functionDr Karen Smith, Senior Vice President and Head, GlobalMedical Affairs, Allergan, USA

9:50 Asia’s Medical Affairs Landscape: What Makes the

East Different?

• State of pharma/biotech business in Asia• The important role of investigator-initiated studies vis-à-

vis CME oriented programmes• Cultural and language differences and what they mean for

the global pharma professionalDr Richard Nieman, Vice President, Head of GlobalMedical Affairs, Asia, Bayer Healthcare

Pharmaceuticals, China

10:30 Morning Refreshments

11:00 CME Advocacy in Asia Pacific Region

• Challenges in organizing continuing education andawareness to doctors and KOLs

• How to effectively involve government, public and doctorsDr Elena Rizova, Vice President Medical Affairs,Janssen Pharmaceutical, Singapore

11:40 Setting a Regional Benchmark for the Medical

Affairs Profession

• Do Asia markets and KOLs respond differently?• Trends in regulatory administration to keep abreast of• Gaining buy in from both internal and external stakeholders

Moderator:Dr Karen Smith, Senior Vice President and Head, GlobalMedical Affairs, Allergan, USA

Panelists:Dr Richard Nieman, Vice President, Head of GlobalMedical Affairs, Asia, Bayer Healthcare

Pharmaceuticals, China

Dr Elena Rizova, Vice President Medical Affairs,Janssen Pharmaceutical, Singapore

12:30 Networking Lunch

1:30 Impact of ASEAN Harmonization and Global Trends• Update on the ASEAN harmonization with focus on medical

devices• Review of regulations and government updates in key

countries in Asia• Outlook for the Asian regulatory sceneJack Wong, Regulatory Affairs Director,Johnson & Johnson, Singapore

Dissecting the Medical Affairs Function:Roles, Responsibilities and Reach

2:10 Measuring the Medical Affairs Function: What Are

Our KPIs?• What are the roles, expectations and responsibilities of an

MSL in a pharmaceutical company?• What traditional roles of sales have medical affairs taken

over?• Forging ahead as an ambassador across the scientific and

public health community• Structuring and coordinating medical affairs activities –

key factors for successDr Ajay Tiku, Regional Medical Director, CardiovascularDisease – Asia Pacific, Bristol Myers Squibb, Singapore

2:50 Critical Role of Medical Affairs in Clinical

Development• Understanding the relationship in a company between

clinical R&D and medical affairs• Updates on recent clinical development that affects the

MA function• How important is data management?• Establishing partnerships in clinical development through

the MA channelDr Jyoti Bedi, Medical Adviser – Strategic Medical Affairs,New Initiative, Panacea Biotec, India

3:30 Afternoon Refreshments

4:00 What is the Potential for Contract Medical

Organisations (CMOs) in Asia?• Increase in medical and scientific credibility• Providing efficient and effective leadership• Ensuring patient safety and outcomes

This session presents an opportunity for solution providersto showcase their expertise and how it can support andimprove the medical affairs functionFor inquiries, contact Yvonne Leong at

[email protected] / +65-6508 2489

4:40 Keeping up with Complex Scientific and Medical

Information• Transforming scientific data to useful, relevant information

for all• The need for better quality of information• Access to epidemiological data• Skills needed to communicate complex, scientific data into

useful information to doctors and patientsDr Seong-Choon Choe, Senior Vice President, HanAll

Biopharma, Korea

5:20 End of Conference Day One

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CONFERENCE DAY TWOThursday | 6 December 2012

Accurately Communicating ScientificInformation for Internal and External Partners

2:10 Ensuring Smooth Communication and Work

Relationships with KOLs

• Importance of networking and how to do it right• Establishing criteria to evaluate needs and goals for KOL

engagement• Value exchange to improve relationships, build credibility

and motivate your KOLsDr Vicknesh Welluppillai, Medical Director, Pfizer,Malaysia

2:50 Afternoon Refreshments

3:20 Combating the Shortage of Trained MA/MSLs to

Meet Asia’s Needs

• What is the extent of the problem and how is it beingaddressed in Asia?

• Models that have been successful in mature markets• Prioritising resources to mitigate the shortage of efficient

MA professionalsDr Jude Selvaraj, Medical Lead: Malaysia/Singapore/Indonesia/Brunei, Eli Lilly, Malaysia

4:00 Developing Appropriate Positioning for New

Products to Leverage New Indications

• Franchise analysis and how to position new product whilekeeping existing ones on the same market

• Can new indications help to maintain the price premiumin China?

• New indications and post-marketing studies: data gapanalysis


4:40 Drug Reimbursement, Government Involvement

and the Medical Affairs Function

• Responding to dynamic industry trends• Prioritizing resources to make medical affairs more efficient• Lessons learned from working in a global community• Predicting the changing role of MA in the next 5 years

Moderator:Dr Aamir Shaikh, Founder, Assansa, India

Panelists:Dr Benjamin G. Co, Medical Director, Otsuka,Philippines

Dr Vicknesh Welluppillai, Medical Director, Pfizer,Malaysia

Dr Jude Selvaraj, Medical Lead: Malaysia/Singapore/Indonesia/Brunei, Eli Lilly, Malaysia


5:30 Chairperson’s Summary & End of Conference

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“Knowledge sharing, variety of topics on different countries.Networking, cosmopolitan, diversity of people. Good dynamicpresentation, panel, enable interactions”~ Johnson & Johnson

9:00 Chairperson’s Welcome Remarks and

Recap of Day One

Dr Benjamin G. Co, Medical Director, Otsuka, Philippines

Case Studies: Focus on Opportunities,Challenges, Issues and Strategies for Success

9:10 The Use of Digital Technology to Promote Science

and Marketing

• Making digital technology work for your company workforce

• Patient health access through technology• eDetailing in changing scenarios of the pharmaceutical

industryDr Benjamin G. Co, Medical Director, Otsuka, Philippines

9:50 Evolution of Field Based Medical Functions in Korea

• Recent Evolution of Ethical Business Practice• Current status of Field based Medical functions in Korea• Leadership of KSPM to evolve FBMDr Won-Sik Lee, Medical Director & PC BU Medcial Lead,Pfizer, Korea

10:30 Morning Refreshments

Strengthening KOL Engagement andCollaboration

11:00 Medical Affairs for Orphan Drugs / Novel Drugs/

Medical Device

For speaker update, please visit www.medicalaffairs-asia.com

11:40 Balancing Science and Sales: Adhering to Research

while Aligning with Commercial Goals

• Adherence of marketing to compliance• Communicating evidence-based value to stakeholders• Differentiating the MSL and Sales RepsDr Helen Lin, Medical Affairs Director, R&D, AstraZeneca,China

12:20 Networking Lunch

1:30 Creating Synergy among Sales, Marketing and the

Medical Affairs Teams

• Developing appropriate positioning for new products andhelp to leverage new indications

• Knowing when collaboration is not possible (ethical orcompliance reasons)

• Effective communication to internal stakeholdersDr Abhishek Bhagat, Regional Associate MedicalDirector, Mundipharma, Singapore


“Comprehensive overview of regulatory requirements of majorregions around the world”~ Bayer

“Excellent topics and speakers”~ Novartis

“Very informative”~ National Pharmaceutical Control Bureau, Malaysia




WORKSHOPPost-Conference Workshop | FRIDAY | 7 December 2012 | 9.00am – 12.30pm

This workshop will run from 9:00-12:30 with mid-morning refreshments. Registration begins 30 minutes before the session commences.

Past participating organizations at IBC’s past related events include:ACTELION PHARMACEUTICALS • ALLERGAN • AMGEN • ASTRAZENECA • BAYER HEALTH CARE • BECTON DICKINSON • BEIGENE • BOEHRINGER INGELHEIM• BRISTOL MYERS SQUIBB • CELLTRION • CHUGAI PHARMACEUTICAL • DAEWOONG PHARMACEUTICAL • DAIICHI SANKYO • DEXA MEDICA • ELI LILLY &COMPANY • GENZYME CHINA • GSK • GSK BIOLOGICALS • HANDOK PHARMACEUTICALS • HENLIUS BIOPHARMACEUTICALS • HOFFMANN LA ROCH • HUMANGENOME SCIENCES • IPSEN • JIANGSU HENGRUI MEDICINE CO • JOHNSON & JOHNSON MEDICAL • KADMON • KALBE FARMA • LG LIFE SCIENCES • LUNDBECK• MERCK SHARP & DOHME • NOVARTIS • NOVO NORDISK • PFIZER • PHARMANIAGA • SANBE FARMA • SANKYO • SANOFI PASTEUR • SANOFI-AVENTIS •SFDA • TAIHO PHARMACEUTICAL • TAKEDA PHARMACEUTICAL• AND MORE...

SPEAK, SPONSOR AND NETWORK AT MEDICAL AFFAIRS FORUM ASIAThis event offers you a unique opportunity to showcase your expertise in front of key decision-makers. Maximize yourmarketing dollars by exhibiting or presenting your expertise at this event. Increase your exposure further by sponsoring abreakfast, luncheon or cocktail reception!

To learn more about these opportunities, please contact: [email protected] / +65 6508 2489

Workshop Objectives:

• Describe the core responsibility and competencyrequirements of a medical affairs professional

• Discuss and highlight the need and importance of cultivatinga medical affairs mindset

• Identify and describe the key requirements / characteristics/ qualities of this medical affairs mindset

• Understand an approach towards self-development; craft aneffective personal development plan towards cultivating thismindset

Who Should Attend:

This workshop will be useful to both new and experiencedMedical Affairs Professionals

Brief Outline:

• The core responsibility and competency requirements of amedical affairs professional are somewhat unique andextremely challenging

• While developing the core technical/functional/medicalcompetencies is a must, understanding the need for andcultivating a medical affairs mindset is at the very essenceof achieving success

• This mindset is often difficult to cultivate because apart frommedical capabilities, it involves/requires a need for a fewessentials – these include accountability, balance, clarity,sound judgment and decision making, a development focusand ethical thought, behaviour and action

Cultivating a Medical Affairs Mindset: The Essence and a Few Essentials

Aamir Shaikh, Founder, Assansa

Aamir was previously Director of Medical Affairs & Research for Pfizer India. In this capacity, he nurtured, led and grew teamsof Medical Affairs Professionals across varied functional and therapeutic areas.In 2007, Aamir founded Assansa – a consultancy which specializes in designing and delivering Professional DevelopmentPrograms and Customized Learning Experiences for the health care industry and academia in the following core health careand pharmaceutical industry domains: Pharmaceutical Medicine; Medical / Clinical Research, Education & Practice; andHealth Care Leadership Development.

“High level of discussion with exchanges that spans from a multifaceted area. Very impressed and learnt a lot”~ KK Women’s & Children’s Hospital

“Having the right topics interested me and the environment beingfriendly and conducive to networking”~ Proctor & Gamble

Led by:

5 – 7 December 2012 • Grand Copthorne Waterfront Hotel, Singapore

MEDICAL AFFAIRSMEDICAL AFFAIRSFORUM AS A 2012FORUM AS A 2012 Bridging Science and Commerce

in Asia’s Pharma MarketsBridging Science and Commercein Asia’s Pharma Markets


Across the board, the pharma industry is underincreasing attack from all sides...• 2007 – Purdue Pharma settled for $634 million for illegally

promoting OxyContin as less addictive than other painkillers

• 2009 – Eli Lilly settled for $1.4 billion for illegally marketingZyprexa for the treatment of dementia, despite being approvedonly for the use of schizophrenia and bipolar disorder

• 2009 – Pfizer settled for $2.3 billion for illegally promoting Bextra

• 2011 – Merck agreed to pay $950 million to settle complaintsthat it had illegally marketed Vioxx

• 2012 – Abbott settled for $1.6 billion for illegally marketing ananti-seizure drug

• 2012 – GSK fined $3 billion for marketing drugs for unauthorizeduses

• Any day now, the Justice Department is expected to announcethat Johnson & Johnson has settled claims that it illegallypromoted Risperdal with expected settlement of about$2.2 billion

Could these situations have been prevented

and millions saved with an empowered

Medical Affairs team?

The modern-day pharmaceutical Medical Affairs function hastransformed into an incredibly challenging and complex role.This entails a gamut of activity, from bridging research, clinicaldevelopment, scientific publications, health outcomes, medicaleducation and KOL relationship among others. This timely forumwill bring together medical affairs professionals to addresscommon issues to improve the way pharma business is done inAsia.

IBC’s MEDICAL AFFAIRS FORUM ASIA is the 1ST and ONLYhigh level platform for you and your peers to come together,share best practices and leverage on-the-job learning.Comprising a 2 day conference and post event workshop, it hasbeen researched with your needs in mind. Its aim is to enableyou to be even more effective in enhancing the company’sscientific reputation while communicating the value and properuse of a product.

Pharma companies have been heavily penalised in the past amidever-stricter regulations. The time is ripe for Medical Affairsprofessionals to come together and talk about things that matter.Hear from other experts on how they’ve overcome the challengesyou could also be facing. Don’t miss this informative and thought-provoking meeting. Book Your Seat Now at www.medicalaffairs-

asia.com or Call +65 6508 2401 today!

Why Prevention is Better than Cure...

Who Should Attend:Involved in the following:• Medical / Scientific Affairs• Medical & Clinical Affairs• Medical / Scientific

Communications /Information

• Medical Education &Publications

• Government Affairs• Legal• Marketing• Compliance• Regulatory Affairs• Pharmacovigilance

• International and regional experts coming togetherto discuss strategies and opportunities in the MedicalAffairs function

• Unique insights and case studies on experiences inthe Asia market, successful programmes and bestpractices

• Detailed and practical workshop to complementyour learning and networking experience

Conference Highlights:

Others 7%

Attendees by Country

Singapore 30%

Indonesia 10%

Korea 5%

Thailand 5%

China 5%

Philippines 5%USA / Rest of the World 5%

Vietnam 5%

India 5%

Malaysia 20%

Others 5%

• Medical Directors• Medical Managers• Medical Advisors• Medical Science Liaison• Medical Writers• Chief Medical Officers

From:• Pharmaceutical Companies• CROs• Medical Device & Diagnostics• Contract Medical

Organizations (CMOs)• Medical Writing Companies• Staffing and Outsourcing

Companies

Attendees by Industry

Pharma 75%

CROs 10%

Medical Device 8%

ENJOY SUBSTANTIAL SAVINGS WITHOUR MULTIPLE BOOKING DISCOUNT!

MAIL the attached registration form with your cheque toIBC Asia (S) Pte Ltdc/o Informa Regional Business Services111 Somerset Road, TripleOne Somerset #10-06, Singapore 238164

Early Bird RateRegister & pay before

21 Sep 2012FEE PER DELEGATE

Special RateRegister & pay before

26 Oct 2012

Group Rate(3 or more delegates)

Normal RateRegister & pay after

26 Oct 2012

REGISTER NOW! FAX BACK TO +65 6508 2407

HOTEL INFORMATION

DATA PROTECTION

PAYMENT TERMS

CANCELLATIONS / SUBSTITUTION

IMPORTANT NOTE

This label contains your priority booking code. To expedite registration, please do not remove label. If you havealready received a copy of this brochure, we apologise. For reasons of confidentiality, your full particulars were notavailable to IBC Asia (S) Pte Ltd for deduplication prior to mail drop.

5 EASY WAYS TO REGISTER

[email protected]

Customer Service Hotline+65 6508 2401

Fax+65 6508 2407

Webwww.medicalaffairs-asia.com

❑ Yes! I/We will attend the Medical Affairs Forum Asia 2012 | 5 – 7 December 2012, Grand Copthorne Waterfront Hotel, Singapore

REG

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8203

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Should you be unable to attend, a substitute delegate is welcomeat no extra charge. Cancellations must be received in writing atleast 10 business days before the start of the event, to receive arefund less 10% processing fee per registration. The companyregrets that no refund will be made available for cancellationnotifications received less than 10 business days before the event.

Please quote the name of the delegate, event title and invoicenumber on the advice when remitting payment. Bank charges areto be deducted from participating organisations own accounts.Please fax your payment details (copy of remittance advice, chequeor draft to +65 6508 2407.Attendance will only be permitted upon receipt of full payment.Participants wishing to register at the door are responsible to ensureall details are as published. IBC Asia will not be responsible forany event re-scheduled or cancelled.

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MEDICAL AFFAIRS FORUM ASIA 2012

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Payment must be received 10 business days prior to the event. Totake advantage of discounts with an expiry date, registration andpayment must be received by the cut-off date.• Payment by bankers draft or cheque in S$ or US$ should be

made in favour of “IBC Asia (S) Pte Ltd” and mailed to:IBC Asia (S) Pte Ltdc/o Informa Regional Business Services111 Somerset Road, TripleOne Somerset #10-06Singapore 238164Attn: The Accounts Receivable Team

• Payment by bank transfer in S$ or US$ made payable to:IBC Asia (S) Pte LtdA/C No.:147-059513-001 (S$)A/C No.:260-457866-178 (US$)The Hongkong and Shanghai Banking Corporation Limited21 Collyer Quay, HSBC BuildingSingapore 049320Bank Swift Code: HSBCSGSGBank Code: 7232

• Payment by Credit Card (AMEX, VISA or MasterCard).The best way to pay by credit card is through our secure portalbuilt into the website. To pay by phone please indicate thecontact name and details below and our Customer ServicesTeam will call within 24 hours to take payment. Please do notsend credit card information by email.

SAVE WITH THEEARLY BIRD &

SPECIAL RATES!

Register 3 delegates from the same companyand the 4th delegate attends for FREE!

❑ 2 Day Conference only SGD 2,495 SGD 2,695 SGD 2,895 SGD 2,295

If undelivered, please return to:

• Multiple Bookings Discount pricing is applicable to groups of 3 or more delegates from the same organisation registering for the same event, at the same time. Fee stated isthe discounted price PER DELEGATE. Only one discount applies – either the early bird rate OR special rate or group rate.

• All fees stated include luncheons, refreshments and complete set of documentation. It does not include the cost of accommodation and travel.• A 7% Goods & Services Tax (GST) is applicable to all Singapore based companies for Singapore venue.

111 Somerset Road,TripleOne Somerset #10-06, Singapore 238164Tel: +65 6508 2400 Fax: +65 6508 2408

SGD 2,895 SGD 3,095 SGD 3,295 SGD 2,695

GROUP BONUS – Register 3 Delegates from the same company and the 4th Delegate attends FREE!

Grand Copthorne Waterfront Hotel392 Havelock Road, Singapore 169663Tel: +65 6233 1301Fax: +65 6233 1177Contact Person: Aili TanEmail: [email protected]

❑ 2 Day Conference + Day Workshop21

Medical Affairs Asia 2012

Healthcare

Transcript of Medical Affairs Asia 2012