Medical Science Liaison Skill Building and Management Summit - CBI

CBI’s
6 th Annual
Medical Science Liaison
Skill Building and
Management Summit
Build Internal Awareness of MSL Value and
Maximize KOL Interactions
J a n u a r y 1 8 - 1 9 , 2 0 1 2 • C r o w n e P l a z a • P h i l a d e l p h i a , P A
Pharmacy
Credits Available!
Distinguished Co-Chairs:
Kenneth Massey, Pharm.D.,
Head, Medical Affairs,
Mitsubishi Tanabe
Pharma America
S. Machelle Manuel, RPh, Ph.D.,
Senior Director,
Medical Scientific
Communications,
Ironwood Pharmaceuticals
Hear from 19 industry
speakers representing
large and small
pharmaceutical,
biotech, device and
diagnostics companies!
Optimize Learning with Tracked Programming
For MSL Leadership
• Strategies for Effective Virtual Team Management —
Keep MSLs Engaged, Motivated and Productive
from a Distance
• Build a Strong and Diverse MSL Team while
Maximizing Business Acumen
• Coach Employees to Improve Performance and
Foster Development
For MSLs
• Tailor Your Electronic Outreaches to Specific Audiences
and Situations
• The Role of the MSL in the Device and Diagnostics Industries
• Career Progression Strategies — Diversify Yourself as an MSL
Media Partners:
Amedco is accredited by the Accreditation Council for Pharmacy
Education as a provider of continuing pharmacy education.
Successful completion of this program qualifies for up to 10.75
contact hours. Full attendance is required. No partial contact
hours will be awarded for partial attendance.
w w w . c b i n e t . c o m / M S L

Choose from Two Pre-Conference Workshops – Wednesday, January 18, 2012
7 : 3 0 W o r k s h o p R e g i s t r a t i o n a n d C o n t i n e n t a l B r e a k f a s t
8:30
Workshop A: For MSL Leadership — Strategies for Effective Virtual Team
Management – Keep MSLs Engaged, Motivated and Productive from a Distance
Workshop Objective:
Employees based in the field face unique challenges and
distractions — “attending” meetings while traveling,
increased lag time to rectify infrastructure issues such as a
faulty computer, etc. — that impede interactions with their
immediate team members as well as their corporate office
colleagues. In addition, establishing trust with remote direct
reports is a challenge that managers need to overcome.
As leaders of these teams, managers must devise
communication strategies to ensure that remote
reports do not feel disconnected from both the overall mission
and important daily happenings within the organization. This
workshop explores how experienced
and less-experienced managers can, virtually, lead their
teams to foster engagement and collaboration.
Key Questions to Be Addressed:
• What unique challenges do MSLs face as a result of
being in the field and how can an MSL Director help
mitigate them?
• How do managers foster trust with employees and
among team members?
• What are some strategies to make the most of remote
team interactions?
• How does technology facilitate virtual team management
and training and where does it fail?
Workshop Outline:
I. Explore the Challenges of Working in the
Field for Both the MSL and Management
• Understand the infrastructure challenges of a
home office and frequent travel
• Know what gaps technology can and cannot fill
II.
III.
• Explore the challenges managers face
* keep remote employees engaged
* monitor performance in the field
Tactics to Make the Most of Remote Communication
• Be aware of technologies that may help but,
at times, may hinder communication
• Learn tricks for different technologies
* optimize WebEx and video conferencing
* teleconference standards
* email communications
* virtual presentation skills
• Minimize multi-tasking
* create negative incentives for distracting behaviors
* prepare agenda with hot topics
* ask MSLs to be prepared to provide input
Make the Most of Your Face-to-Face Time
• How much time should you spend with your
direct reports (e.g. one-on-one, co-rides)?
• How often should you come together as a team and
how should that time be spent?
• Provide corporate visibility for the field-based team
12:00 Close of Workshop A
There will be a 30-minute networking and refreshment break at 10:00 a.m.
Workshop Leaders:
Irene von Hennigs, Pharm.D., Assistant Director,
Clinical Science Managers, Abbott Laboratories
Archie Stone, Ph.D., Senior Director and Head of
U.S. Medical Affairs, Merz Pharmaceuticals
The Industry’s Most
Respected Event
for MSLs and
MSL Management!
56% 39%
5%
56%
Medical Science Liaison
39%
Management —
Vice President, Director
and Manager
5%
Other
T o R e g i s t e r C a l l T o l l F r e e 8 0 0 - 8 1 7 - 8 6 0 1 ( 3 3 9 - 2 9 8 - 2 1 0 0 o u t s i d e t h e U . S . )

Choose from Two Pre-Conference Workshops – Wednesday, January 18, 2012
8:30
7 : 3 0 W o r k s h o p R e g i s t r a t i o n a n d C o n t i n e n t a l B r e a k f a s t
Workshop B: For MSLs —
Tailor Your Electronic Outreaches to Specific Audiences and Situations
Workshop Objective:
As access to HCPs decreases and reliance on electronic
communication grows, it is more important than ever to think
through and maximize each interaction. In this workshop,
examine how to write an effective email that gets a response
and explore basic (yet often-ignored) etiquette rules for
electronic communication. Attendees learn new strategies
for immediate application and examine challenges around
distribution lists, international style and legal implications.
Learn time-saving strategies and a logical process that can
maximize effectiveness when communicating electronically.
Discussions also focus on determining appropriate tone and
style to motivate a positive reader response.
Key Questions to Be Addressed:
• What’s the difference between business writing five years
ago and writing now?
• What are the ever-changing guidelines of email and
electronic messages?
• What communication methods are most appropriate and
effective given a particular situation?
* when should you avoid email?
* what are some style and etiquette rules to employ in an
email or letter?
• How do you write motivating email messages that
get responses?
• How do people really read today and what are they
looking for?
Workshop Outline:
I. Understand the Do’s and Don’ts of
Electronic Communication
• Understand the impact of electronic forms of
communication in different situations
• Gain insight into communication etiquette
• Optimally use email, text messages,
cell phone calls, etc.
• Keep compliance in mind
II.
III.
Focus on Your Audience
• Determine what your audience finds appealing
• Personalize your message
• Are multiple recipients appropriate?
Write Effective Emails that Get Opened
• Understand that a good email takes time and
plan accordingly
• Make your subject line work for you
• Summarize content in your attachments
12:00 Close of Workshop B
There will be a 30-minute networking and refreshment break at 10:00 a.m.
Workshop Leaders:
Patrick Sullivan, Corporate Trainer, WD Communications
Michael Mannon, CEO, WD Communications
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“Forward looking, strategic conference with phenomenal speakers and plenty of
opportunity to network with colleagues.”— 2011 Attendee, Yvette Payne, Senior Director MSLs, Cephalon
M a i n c o n f e r e n c e
Day One — Wednesday, January 18, 2012
12:00 Main Conference Registration
1:00 Chairperson’s Welcome and Opening Remarks
Kenneth Massey, Pharm.D.,
Executive Director and Head, Medical Affairs,
Mitsubishi Tanabe Pharma America
Dr. Massey is currently Executive Director and Head, Medical Affairs at
Mitsubishi Tanabe Pharma America where he is responsible for all aspects
of the organization’s Medical Affairs team. Prior to joining MTPA,
Dr. Massey was Vice President, Medical Affairs at Novartis which included
leadership of the organization’s Clinical Operations program for four years.
Dr. Massey began his twenty-year pharmaceutical industry career at
Marion Laboratories where he provided scientific evaluation of new
product acquisition opportunities before spending three plus years in
Bristol-Myers Squibb’s Medical Service Manager program.
He then moved into leadership roles where he developed and managed
the field medical teams at Parke-Davis and G.D. Searle.
— P a n e l D i s c u s s i o n —
1:15 Current Approaches to Complying with Sunshine
and Other Disclosure Requirements
• How do companies educate internally about
changes related to disclosure rules?
* create awareness of potential issues
* what tools and processes are in use to facilitate
change management?
• What tools and processes are companies
implementing to fulfill Sunshine requirements?
* pros and cons
* ensuring systems have compliance built-in
Moderator:
Mark DeWyngaert,
Managing Director,
Huron Consulting Group
Panelists:
Paul Conwell,
Senior Director, Team Leader, Payment Disclosure,
Pfizer Inc
Abhiroop Gandhi,
Director, Commercial Compliance,
Actelion Pharmaceuticals US, Inc.
Sandra McGuigan,
Associate Director, Medical Affairs,
Bracco Diagnostics Inc.
2:15 Implement a KOL Engagement Strategy —
Segment and Set Expectations Appropriately
• Hear how a large device manufacturer created a KOL
engagement strategy driven by executive leadership
Case
Study
* establish a common definition of “KOL”
* segment thought leaders across multiple divisions
* set up meetings with purpose
• Set clear expectations with your KOL community
that align with business needs and goals
Kevin Appareti, Global Director,
Medical Science Liaison, Office of Medical and Health Affairs,
Philips Healthcare
3:00 Networking and Refreshment Break
3:30 Global Team Building —
Leverage Synergies when Developing U.S.
and EU-based MSL Teams
• Understand internal customer needs and establish
expectations and deliverables
• Communicate with corporate partners and clinical
Case
Study
operations effectively
• Maintain focus and allow adaptability as corporate
needs change
• Understand the challenges in developing
a team overseas
* explore similarities and differences in legal
and regulatory frameworks
• Create a working relationship between U.S. and EU
teams to optimize KOL outreaches
Edmund Doherty, Pharm.D., Director, Medical Science Liaisons,
Reata Pharmaceuticals
4:15 Digital KOL Engagement to Galvanize
Relationships and Enhance Interactions
In this session, understand how creating an online forum can
dramatically increase interactions with important KOLs and
provide valuable insights as well as complete visibility into
therapeutic discussions. In addition, participants explore
how engaging in a private, online community can:
• Enable more frequent HCP interaction on a 24/7
basis despite geographic locations
• Foster emerging KOLs
• Expand reach and interactions with global
KOL leaders
Lance Hill, CEO, Within3
— P a n e l D i s c u s s i o n —
5:00 Quantify and Communicate the MSL’s Value to
Internal Stakeholders
Defining metrics to measure MSL value is a constant
challenge with no clear-cut solution, and each company
approaches the issue differently. MSL activities are
T o R e g i s t e r C a l l T o l l F r e e 8 0 0 - 8 1 7 - 8 6 0 1 ( 3 3 9 - 2 9 8 - 2 1 0 0 o u t s i d e t h e U . S . )

elationship-based and therefore cannot be easily-measured
with the sales metrics that internal stakeholders have come
to expect. This panel convenes leaders from device and
bio/pharmaceutical companies to discuss ways to
support and communicate the MSL value proposition
in your company.
• Explore metrics that appropriately measure value
* value to internal stakeholders
* value to KOL participants
* alignment of values for long-term success
• Processes to capture required data
* define value points and develop a measurement
tool to capture the data
• Impactful internal communication
* who needs to know?
* how should you deliver the message?
Moderator:
Kenneth Massey, Pharm.D.,
Head, Medical Affairs,
Mitsubishi Tanabe Pharma America
Panelists:
Archie Stone, Ph.D.,
Senior Director and Head of U.S. Medical Affairs,
Merz Pharmaceuticals
Kevin Appareti, Global Director, Medical Science Liaison,
Office of Medical and Health Affairs,
Philips Healthcare
Geoff Brockway,
Senior Manager, Scientific Affairs,
AstraZeneca Canada Inc.
Nikolas Karkanias, Ph.D.,
Director, Field Based Medical Effectiveness,
Pfizer Medical
6:00 Close of Day One
6:00-7:00 Networking, Wine & Cheese Reception
Join colleagues and friends in a relaxed setting.
Day Two — Thursday, January 19, 2012
7:30 Continental Breakfast
8:00 Chairperson’s Review of Day One
S. Machelle Manuel, RPh, Ph.D.,
Senior Director, Medical Scientific Communications,
Ironwood Pharmaceuticals, Inc.
Dr. Manuel started her pharmaceutical industry career at Sankyo Parke
Davis (now Daiichi Sankyo, Inc.) in 1999 after serving on the faculty at
Texas Tech University Health Sciences Center School of Pharmacy.
She has held positions of increasing responsibility as both an MSL and
an MSL Manager and facilitates comprehensive support of marketed and
pipeline products through collaboration with key headquarters staff.
Her responsibilities include leading brand-specific and alliance partnership
projects for Medical Affairs.
8:15 Elevate Your KOL Planning Strategy with a
Matrixed Approach
MSLs have historically focused their time with nationally
recognized key opinion leaders (KOLs); however, they are
now being asked to support a wider range of stakeholders.
As a result, companies are seeking new and innovative ways
of engaging opinion leaders beyond the national level,
at the regional and local levels. Companies must develop
more strategic plans for how, when, where and how often
to engage with opinion leaders and find more effective
and innovative ways of planning their interactions. By
undertaking a new matrixed framework approach to opinion
leader planning, companies can develop a more fluid
framework that can be applied at national, regional and local
levels to provide teams with an actionable planning tool.
• Understand the limits of a traditional tiering
approach and the benefits of a new matrix approach
to opinion leader planning
• Learn the “how to’s” of building a strategic opinion
leader planning framework
• Adapt the framework to suit the individual needs of
a company, function or therapeutic area
• Examine how best to apply the framework as a
product advances through the lifecycle
Gary Tyson, Vice President,
Campbell Alliance
9:00 Translate KOL Interactions into Knowledge for
Your Organization
• Make information digestible and usable in
decision-making
• Determine who distributes information, when and to
whom (proper channels for information)
* distribute appropriately to the
right person/level/role
• Explore how to communicate the essentials
of the KOL-MSL conversation
S. Machelle Manuel, RPh, Ph.D.,
Senior Director, Medical Scientific Communications,
Ironwood Pharmaceuticals, Inc.
9:45 Networking and Refreshment Break
10:15 Overcome Access Restrictions — The Use of
Technology to Communicate Your Value Message
• Deal with “real world” issues when engaging
with prospective KOLs
• Use technology effectively and compliantly in
disseminating scientific information
• Learn power strategies to communicate your
message in a compelling manner
Joe Martinez, RPh, PDE, PPC, Field Director – HEOR Liaison Team,
Optimer Pharmaceuticals
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T r a c k e d P r o g r a m m i n g • 1 1 : 0 0 A . M . — 1 2 : 3 5 P . m .
A — For MSL Leadership —
11:00 Track Moderator’s Welcoming Remarks
S. Machelle Manuel, RPh, Ph.D., Senior Director,
Medical Scientific Communications, Ironwood Pharmaceuticals
11:05 Build a Strong and Diverse MSL Team while
Maximizing Business Acumen
• Discuss challenges and opportunities of a
diverse team mix
• Ensure collaboration and skill sharing amongst
team members
• Learn team building techniques
• Institute a mentoring program to leverage strengths
of experienced MSLs and ramp up new employees
• Help MSLs understand the interplay and
interdependence of various departments and roles
• Develop industry- and business-savvy MSLs
• Keep the “big picture” prominent —
Your KOL is also someone else’s KOL
Donna M. Cronin, Pharm.D., Associate Director Regional Medicine –
East, Field Based Medicine, Acorda Therapeutics, Inc.
Adam Rzetelny, Ph.D., Regional Scientific Manager,
Acorda Therapeutics, Inc.
Asen Koburov, Senior Product Manager, Marketing,
Acorda Therapeutics, Inc.
11:50 Coach Employees to Improve Performance and
Foster Development — The Role of the MSL Mentor
• Strategies to develop both newer and
more advanced MSLs
• Help MSLs identify career progression opportunities
in both field-based and non field-based roles
• Develop a successful mentorship program for MSLs
• Develop different types of individuals
* motivate an under-performer
* provide new opportunities for a strong employee who
wants to remain in the MSL role
* set a high performer who may move on to a
different role up for success
Gene R. DeCamp, Medical Science Liaison, Medical Affairs,
Renal Therapies Group, Fresenius Medical Care, NA
B
— For MSLs —
11:00 Track Moderator’s Welcoming Remarks
Kenneth Massey, Pharm.D., Head, Medical Affairs,
Mitsubishi Tanabe Pharma America
11:05 The Role of the MSL in the Device and
Diagnostics Industries
• How has the MSL role evolved in the device
and diagnostics industries?
• Should the MSL skill set differ in
these industries?
• What are unique challenges in gaining access
when your primary customer resides in a
hospital versus academia?
• How does the device or diagnostics MSL
provide value to a KOL?
Vickee Altman, BSN, MEd, National MSL Manager,
Medical and Scientific Affairs,
Roche Diagnostics Corporation
11:50 Career Progression Strategies —
Diversify Yourself as an MSL
• Identify career moves that offer
more opportunities
• Engage in special projects
(e.g. involvement in publications planning)
• Combat complacency with stretch goals
Chandra M. Coleman, Ph.D.,
Medical Science Liaison, Neurology,
Ipsen US
1 2 : 3 5 • L u n c h e o n
Conference Sponsors:
A Great Place to Meet Your Market!
Take advantage of the best opportunity to meet potential clients face-to-face. Build relationships while
demonstrating thought leadership and sharing expertise. For more information on how to position your
company as a sponsor or exhibitor, contact Alexa Moore at 339-298-2107 or email Alexa.Moore@cbinet.com

1:50 • plenary sessions reconvene
— P a n e l D i s c u s s i o n —
1:50 Examining the Terminal Degree —
Is it Necessary or Mythology?
Today, there is a lively debate when it comes to MSL
candidate requirements. Websites continuously emphasize
the critical importance of a terminal degree for MSL
candidates (i.e., Pharm.D., Ph.D., or M.D.), yet many
individual conversations suggest that most hiring managers
believe you “hire the person... not the degree.”
In this panel, explore how the concept of the terminal
degree may have originated in response to compliance
implications and discuss the attributes of successful MSLs
that weigh the value of experience versus a terminal degree.
• Debate the concept of the terminal degree and how it
may affect your team and organization
• Hear thoughts on terminal degree requirements –
Do they lock out scores of experienced MSLs
seeking work?
• Review fresh data on the issue from The MSL
Research Group on LinkedIn
Moderator:
Neil H. Gray, Senior Vice President, Medical Affairs,
inVentiv Therapeutics Institute
Panelists:
Edward R. Bezarro, RPh, Regional Director, Medical Development,
Amylin Pharmaceuticals
Gene R. DeCamp, Medical Science Liaison,
Fresenius Medical Care, NA
Geoff Brockway, Senior Manager, Scientific Affairs,
AstraZeneca Canada Inc.
2:50 Respond Effectively to External Requests
for Information
• What channels do external requests come in through?
• Explore how external requests should be handled with
consideration for different internal groups
* presentations, managed care requests, unsolicited
requests and government requests
• Coordinate responses with other departments
(e.g. Medical Information, Regulatory,
Professional Services)
* who answers and how?
* how should communication differ around an
approved versus an unapproved product?
Sandra McGuigan, Associate Director, Medical Affairs,
Bracco Diagnostics Inc.
3:35 Close of Conference
Photos Courtesy of: Getty Images
Who Should Attend
You will benefit from attending this event if you are
a Medical Science Liaison, Medical Science Liaison
manager, director or trainer in the pharmaceutical
biotechnology, medical device or diagnostics
industries or an executive with responsibilities or
involvement in the following areas:
• Medical Affairs
• Clinical/Scientific Affairs
• Training and Development
• Professional Development/Relations
• Medical/Scientific Communications
• KOL Development
• Marketing
This conference will also benefit contract research
organizations, consultants and trainers providing
services to the above audience.
Top 10 Reasons to Attend:
1. Hear 19 industry speakers from pharmaceutical,
biotech, device and diagnostics companies
2. Learn strategies for effective
virtual team management
3. Hear how peers are approaching compliance
with Sunshine and other disclosure requirements
4. Use technology effectively to disseminate scientific
information and overcome access restrictions
5. Hear a case study on developing U.S. and
EU-based MSL teams
6. Weigh in on the development of appropriate
metrics to quantify MSL value
7. Translate KOL interactions into knowledge for
your organization
8. Hear a case study surrounding a large device
company’s development of a KOL strategy
9. Debate the pros, cons and implications
surrounding the terminal degree
10. Earn pharmacy credits (pending approval)
R e g i s t e r o n o u r w e b s i t e a t w w w . c b i n e t . c o m / m s l

CBI’s
6 th Annual
Medical Science Liaison
Skill Building and
Management Summit
Build Internal Awareness of MSL Value
and Maximize KOL Interactions
Pharmacy
Credits
Available!
J a n u a r y 1 8 - 1 9 , 2 0 1 2 • C r o w n e P l a z a • P h i l a d e l p h i a , P A
Unparalleled Industry Lineup!
Abbott Laboratories • Acorda Therapeutics
Actelion Pharmaceuticals
Amylin Pharmaceuticals
AstraZeneca Canada
Bracco Diagnostics • Daiichi Sankyo
Fresenius Medical Care • Ipsen US
Merz Pharmaceuticals
Mitsubishi Tanabe Pharma America
Optimer Pharmaceuticals • Pfizer Inc
Philips Healthcare • Reata Pharmaceuticals
Roche Diagnostics
SCAN HERE
The Next Best Thing to Being There…
Order the Online Compendium if you would like to capture what you’ve missed
at the conference. It couldn’t be easier. The link to the online compendium is
available for only $298 and includes the conference agenda, presentations and
speakers’ biographies. Don’t miss out on this valuable information presented
by industry leaders exclusively at this event. Simply fill out the order form
and submit via phone, fax or website and you’ll receive the link to the
Online Compendium within 2 weeks after the conference.
• Registration Fee: Standard Advantage Pricing
Conference & Workshop $2,295 $1,895
Conference only $1,995 $1,595
Advantage Pricing — Register by November 4, 2011 and SAVE $400.
Fee includes continental breakfast, lunch, wine and cheese reception,
refreshments and conference documentation. Please make checks (in U.S.
funds drawn on a U.S. bank) payable to: CBI. (No personal checks accepted.)
PLEASE NOTE: All advertised discounts are taken from the final, Standard Rate.
• Team Discount:
Your organization may send 1 executive free for every 3 delegates registered.
All registrations must be made at the same time to qualify.
• Accommodations:
To receive CBI’s special discounted hotel rate on line or by phone, please go to:
• On-line: www.cbinet.com/msl
• Phone reservations: 888-233-9527 and mention CBI’s MSL Skill Set program.
Cut-off date is January 3, 2012. Reservations made after the cut-off date or
after group room block has been filled (whichever comes first) will be accepted
on a space and rate availability basis. Rooms are limited so please book early.
All travel arrangements are subject to availability.
• Venue:
Crowne Plaza Philadelphia Downtown
1800 Market Street • Philadelphia, PA 19103
Phone reservations: 888-233-9527
Hotel direct line: 215-561-7500
• Substitution & Cancellation:
Your registration may be transferred to a member of your organization up to 24 hours
in advance of the conference. Cancellations received in writing on or before 14 days
prior to the start date of the event will be refunded, less a $295 administrative charge.
No refunds will be made after this date; however, the registration fee less the $295
administrative charge can be credited to another CBI conference if you register within
30 days from the date of this conference to an alternative CBI conference scheduled
within the next six months. In case of conference cancellation, CBI’s liability is limited
to refund of the conference registration fee only. CBI reserves the right to alter this
program without prior notice. Please Note: Speakers and agenda are subject to change.
In the event of a speaker cancellation, every effort to find a suitable replacement will be
made without notice. The opinions of the conference faculty do not necessarily reflect
those of the companies they represent or CBI.
• Satisfaction Guaranteed:
CBI stands behind the quality of its conferences. If you are not satisfied with
the quality of the conference, a credit will be awarded towards a comparable
CBI conference of your choice. Please contact 800-817-8601 for further information.
Advanced preparation for CBI conferences is not required.
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