POC is at a Tipping Point. Join Us in Leading its Change.

P E R S P E C T I V E S

SEPTEMBER 30-OCTOBER 1

BALTIMORE, MD

POCNATIONAL.COM

The Point of Care National, presented by DTC Perspectives and PoC3, will explore how drug, device, and other healthcare companies are marketing through point of care outlets. In addition the conference will explore how new legislation, such as the Affordable Care Act and HITECH Act, will expand the opportunities for marketing as more digital processes are used by providers. Over an intensive one-and-a-half days, delegates will benefit from case studies, new market research, media & marketing gurus and networking opportunities. Attendees include DTC marketing industry professionals representing all major pharmaceutical companies, advertising agencies, media outlets and research firms.

PoC3 MEMBER COMPANIES

ASSOCIATE MEMBER: AFFILIATE MEMBER:

ABOUT THE POC NATIONAL

WWW.POC3.ORG

WHO SHOULD ATTEND

• PHARMACEUTICAL MARKETERS• OVER-THE-COUNTER MARKETERS• MED/LEGAL/REGULATORY• AGENCY EXECUTIVES• PUBLIC RELATIONS • MEDIA BUYERS AND PLANNERS• INSURANCE CO. REPRESENTATIVES• MARKET RESEARCHERS• MEDIA PARTNERS• SOLUTION PROVIDERS

PoC3 MEMBER COMPANIES

WWW.POC3.ORG

Jay Denhart-Lillard

Dawn Koffler

Jane Sarasohn-Kahn

Associate Brand Manager, Innovative Customer Experience Eli Lilly

Director of Consumer Marketing, Dry Eye Franchise, Allergan

Health Economist and Advisor, THINK-Health, Health Populi blog and HealthcareDIY

A Message from Our Hosts

Meet our keynote speakers

Matt McNallyPresident, Publicis Health Media

Denise CampbellSr. Director, Consumer MarketingImmunologyAbbVie

Dear Industry Member,

There’s no doubt Point of Care is a pivotal phase for

patients when managing their healthcare. But with so

many technological advancements emerging, what

marketing innovations are being spurred as a result?

How do you really engage with a range of patients?

How do you properly measure and adjust to optimize

your campaigns? Our second annual Point of Care

National Conference is designed to answer these

burning questions, as well as explore how drug,

device, and other health and wellness companies are

marketing through Point of Care channels.

You will leave the Point of Care National knowing how

to leverage these new opportunities so you can better

contribute to the improvement of patient health

outcomes, as well as grow your brand’s bottom line.

You will be prepared to not only impact the market

now, but also prime your efforts for the future.

In addition, the Point of Care National will also include

great exhibits, a fun cocktail party, and our Top POC

Marketers awards. Our sponsors and exhibitors are

fantastic and have a lot of new things to share with

you. Point of Care is at a tipping point, help lead its

change. We look forward to seeing old friends and

meeting those new to the POC space. We warmly

welcome you to Baltimore in September!

Sincerely,

Bob Ehrlich & the PoC3 Board

Tuesday, September 30UNCOVERING THE SIZE, GROWTH AND GROWTH DRIVERS OF POINT OF CARE – WHERE ARE WE AND WHERE ARE WE HEADED? 9:00-9:45 Aaron Mitchell, Principal, ZS AssociatesJinan Martini, Associate Principal, ZS AssociatesThis presentation will unpack the insights from never-before-released research on the PoC industry, including the composition, size, and projected growth of the space. Develop a deeper understanding of the role of PoC in promotional plans, how PoC media fits in the boarder health ecosystem, and what role it can play in the overall marketing strategy. Hear firsthand expert predictions on where the space is headed and what the evolution of PoC will include.

OPTIMIZING YOUR MARKETING INVESTMENT – HOW SMART MARKETERS ARE THINKING ABOUT POINT OF CARE COMMUNICATION9:45-10:30 Matt McNally, President, Publicis Health MediaPoint of care is a critical junction in healthcare management. Learn from one of the industry’s top strategists to establish what will work best for your brand’s communications. Drawing from his 17-plus year career, Matt McNally will share insights to help you determine your planning, buying and content distribution needs.

NETWORKING BREAK

10:30-11:15

HOW POINT OF CARE MEETS THE UNIQUE NEEDS OF A MORE HIGHLY ENGAGED AND COST SENSITIVE CONSUMER11:15-12:00 Jane Sarasohn-Kahn, Health Economist and Advisor, THINK-Health, Health Populi blog and HealthcareDIYHealth economist and author Jane Sarasohn-Kahn will discuss this new patient paradigm shaping how you market to and communicate with individuals. As she shares her multi-faceted perspectives on health care, you will detect how to hold a more open and honest dialogue to better connect with a more engaged and educated patient.

EMPOWERING YOUR POC PROGRAMS THROUGH EFFECTIVE IMPACT MEASUREMENT12:00-12:45 Representatives from Leading Research & Analytics FirmsLeaders in the impact measurement space will come together for an in-depth discussion on how PoC measurement should be approached by a savvy marketing team. Hear these experts share opinions on how to best measure PoC, including how to better understand PoC performance relative to and in concert with other DTC marketing channels. Learn how to think across marketing channels and over time, ensuring that you are better able to tailor your communications to deliver the most effective patient/brand interactions possible.

NETWORKING LUNCH12:45-2:00

INNOVATIONS AT THE POINT OF CARE2:00-2:30 Jay Denhart-Lillard, Associate Brand Manager, Innovative Customer Experience, Eli LillyLearn from one of the industry’s innovative thinkers, Jay Denhart-Lillard, as he shares a human-centric view of the opportunities in the Point of Care space. Discover what methods of communication are not only emerging, but what is efficient and effective so your brand’s initiatives can better resonate with patients.

RESTASIS®: ‘SOLUTIONS AT THE SHELF™’2:30-3:00 Dawn Koffler, Director of Consumer Marketing, Dry Eye Franchise, AllerganThe RESTASIS® marketing team has not only created one of the most recalled ads according to Nielsen data, it has also developed one of the most successful campaigns in the retail pharmacy. Learn from Allergan’s Director of Consumer Marketing, Dawn Koffler, how the RESTASIS® marketing team leveraged the retail shelf to educate and motivate consumers to talk to their eye doctor about chronic dry eye disease, creating a significant lift in Rx sales.

NETWORKING BREAK

3:00-3:30

Agenda

SEPTEMBER 30-OCTOBER 1

BALTIMORE, MD

LESSONS FROM A TOP PHARMACEUTICAL CASE STUDY3:30-4:15 Denise Campbell, Sr. Director Consumer Marketing Immunology, AbbVieDiscover best practices in the Point of Care, ranging from in-office televisions and display boards to retail pharmacy and pharmacist interactions. As a top pharmaceutical marketer, Denise will share the lessons learned, the challenges faced, and how AbbVie’s marketers plan to evolve their campaigns as time goes on.

THE AGENCIES SPEAK4:15-5:00 TBABe inspired by creative and media experts as they each share an vision for increased patient engagement through an improved media mix. You will hear specific applicable advice on how you can apply the day’s content to your creative & media plan.

TOP POC MARKETERS COCKTAIL PARTY5:00-7:00

TOP POC MARKETERS AWARDS DINNER7:00-9:00

Wednesday, October 1EXCLUSIVE STUDY RESULTS: POINT OF CARE’S MOBILE TECHNOLOGIES & THEIR IMPACTS9:00-10:00 Dale Cooke, Vice President/Group Director, Regulatory, Digitas Health LifeBrandsGeoff McCleary, Vice President/Group Director, Mobile Innovations, Digitas Health LifeBrandsHow are Point of Care communications evolving via new mobile technologies? Drawing from Digitas Health LifeBrands’ original mobile study fielding now, Dale Cooke and Geoff McCleary will give you an exclusive sneak peak of their Point of Care mobile findings only at the POC National. Geoff will take you through the technologies emerging in today’s landscape, as well as how they impact patient behaviors. Then, providing the regulatory viewpoint, Dale will help you learn how to leverage these advancements compliantly within your marketing plans. This is a truly “can’t miss” session for any competitive marketer!

MONEY TALKS: EXPLORING IN-OFFICE COST DISCUSSIONS AND THEIR IMPACT ON DECISION MAKING10:00-10:45 Wynn Hunter, MD, MHSc Candidate, CTSA Predoctoral Scholar, Duke University School of MedicineJane Niehaus, Director, Client Services, VeriloguePatients are taking on a greater share of their healthcare expenses than ever before. Studies have shown that over 60% of patients and doctors place importance on discussions about the cost of treatment options, but yet surveys suggest that such conversation is uncommon. We have little evidence to help us understand ‘why?’… until now. Earlier this year, researchers at Duke

University School of Medicine partnered with Verilogue to begin exploring the uncharted territory of in-office cost discussions in order to address fundamental questions. Gain access to this illuminating new data from a complex analysis of over 2,000 real physician-patient conversations spanning a number of therapeutic areas to recognize the true barriers to effective cost discussions and discover opportunities for improvement.

NETWORKING BREAK10:45-11:15

BEYOND THE ONE-WAY GLASS – AN INTERACTIVE PHYSICIAN DIALOGUE 11:15-12:00 Panel of Physicians TBAThis dynamic physician panel will allow you to ask direct questions, hear candid thoughts, and discern opportunities to better match your marketing efforts with physician preferences. Physicians are a crucial piece in solving the puzzle to improve patient health outcomes and this panel gives you the opportunity to discover new and innovative ways to partner and achieve the desired results. Come prepared to engage with the representative partners.

EXAMINING THE UNIQUE POC REGULATORY LANDSCAPE 12:00-12:30 Representative of OFW LawPrivacy concerns, HIPAA compliance, and unclear legislation can hinder your ability to fully leverage Point of Care. This presentation will take an in-depth look at the legislative nuances so your brand’s market research and patient communications don’t become stifled.

LUNCH 12:30-1:30

REWARDING MEDICATION ADHERENCE1:30-2:15 Katrina Firlik, MD, Author of Another Day in the Frontal Lobe and Co-Founder and Chief Medical Officer at HealthPrize TechnologiesThe use of rewards and gamification is a promising approach to improving medication adherence. A recent Accenture survey of 2,000 patients on a chronic medication revealed that reward programs are the most highly desired pharma service, yet the most infrequently offered. Pharma should consider including rewards and gamification strategies in their efforts to improve patient engagement and medication adherence.

A LOOK TO THE FUTURE – WHAT’S NEXT FOR POINT OF CARE? 2:15-3:00 PoC3 Board Members PanelWhat do all of these lessons and insights mean for your marketing team? How can you effectively implement into your plans now and how will you work to incorporate them into your future initiatives?

Cancellation Policy: 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.

In the event of cancellation of this conference, DTC Perspectives, Inc. is not responsible for non-refundable travel arrangements including air, hotel, or other travel costs made by the attendees.

Web: www.pocnational.com

Phone: 770-302-6273Interested in attending with a group of colleagues? Contact Scott Ehrlich for group registration options.

o REGULAR CONFERENCE PASS – $1,695• Full conference pass• Access to all networking events including cocktail party and POC Top Marketers Awards Dinner• Conference materials

o DAY ONE CONFERENCE PASS – $1,195 • Full conference pass for Day 1, September 30th

• Includes cocktail party

o DAY TWO CONFERENCE PASS – $695 • Full conference pass for Day 2, October 1st

• Includes Networking Session

VENUE: Four Seasons, Baltimore, MD 21202The Four Seasons has reserved a limited number of rooms at a group rate of $199 per night plus taxes.

A separate reservation line and website has been created for POC National attendees. Visit the POC National website or call (410) 576-5800 and mention DTC Perspectives to receive the discounted rate.

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Mail: DTC Perspectives, Inc. 4240 Ancroft Circle Norcross, GA 30092

HOW TO REGISTER

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REGISTER BY AUGUST 1ST AND SAVE 10% WITH DISCOUNT CODEpoc14earlybird

SEPTEMBER 30-OCTOBER 1

BALTIMORE, MD

KEYNOTES

4240 Ancroft Circle, Norcross, GA Phone: 770-302-6273pocnational.com

PRST STDU.S. Postage

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Lebanon JunctionKY 40150

DTC PERSPECTIVES, INC.4240 Ancroft CircleNorcross, GA 30092

ELECTRONIC SERVICEREQUESTED

Denise Campbell Jay Denhart-LillardAssociate Brand Manager,

Innovative Customer ExperienceEli Lilly

Dawn KofflerDirector of Consumer Marketing,

Dry Eye Franchise, Allergan

Jane Sarasohn-KahnHealth Economist and Advisor,

THINK-Health, Health Populi blog and HealthcareDIY

Matt McNallyPresident,

Publicis Health MediaSr. Director,

Consumer Marketing, ImmunologyAbbVie