Register by 1 April for Early Bird Pricing

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1 Register by 1 April for Early Bird Pricing Proudly presents 3 rd European Public Relations and Communications Summit Featuring an Outstanding Speaker Faculty from Leading Companies: Highlighting PR and Communications Pivotal Role in Impacting the Critical Issues Facing the Pharmaceutical Industry ABBOTT AMGEN GMBH BIOGEN IDEC BOEHRINGER INGELHEIM GENZYME GILEAD SCIENCES JANSSEN UK MERCK SERONO NEOPHARM GROUP NOVARTIS PFIZER ROCHE SHIRE UCB PHARMA sponsor: CHANGE MANAGEMENT CASE STUDY: CULTURE CHANGE Adjusting to New Developments by Creating and Fostering a Culture of Innovation May, 2011 The Westin Grand Berlin, Germany Featuring Presentations from Leading Pharmaceutical Companies: CRISIS COMMUNICATIONS Proactively Developing Relationships with Influencers to Create an Available Network for Damage Control PUBLIC HEALTH STAKEHOLDER CASE STUDY Stakeholder Relations in the Area of HIV Treatment to Create Synergy Between Your Company s Initiatives and Advocates Needs Why You Must Attend: Caroline De Bie, Associate Director for Corporate Communication, GENZYME Belgium Fiona Olivier, Strategic Business Communications Director, ABBOTT James Read, Public Affairs, International, GILEAD SCIENCES Only multi-day summit focusing on the leadership role of PR in policy initiatives Third year running in Europe from the producers of the ultra successful US PR & Communications Summit and Digital Pharma Highlights why PR should have a seat at the table for all major company wide decisions To Register Call Or visit:

2 Dear Colleague, It is with great pleasure that I announce ExL Pharma s 3rd Annual European Public Relations & Communications Summit Europe s only event where communications professionals from the world s leading pharmaceutical, biotech, and medical device companies gather to share insights and case studies on the critical issues facing their businesses. Now, more than ever, Communications Department heads should have a seat at the table for company policy discussions. Changes within pharmaceutical companies and the industry itself are creating new opportunities for public relations and communications managers to demonstrate their department s value in the strategy making process and secure a seat at the table. Effective communications are essential for making a difference in areas as diverse as crisis communications, policy initiatives, change management, social media, and market access. The 3rd Annual European Public Relations & Communications Summit not only features an agenda that covers the most critical issues you need for success in the 2011 and 2012, but also provides an unmatched networking opportunity with the most influential communications professionals in the pharmaceutical, biotech, and medical device industries. I look forward to seeing you in May! Sincerely, Dave Hoffman Dave Hoffman Conference Director dhoffman@exlpharma.com Bryon Main Managing Director ExL Pharma Who Should Attend? From Pharmaceutical, Biotech, and Medical Device Companies: Corporate Communications Public Relations Media Relations Policy Public Affairs Government Affairs Employee Communications Product/Brand Management Advocacy Promotions Community Relations Investor Relations You will also meet representatives from: PR Agencies and Firms Consultants Marketing Service Providers PR and SM Measurement and Evaluation Companies IR Agencies Associations/Consortiums Community Service Organizations Advertising Agencies The Westin Grand Berlin Friedrichstrasse , Berlin, Germany tel +49 (0) fax: +49 (0) Replenish your spirit at The Westin Grand, Berlin a place where you can be at your best. Upon arrival in our sweeping lobby, we welcome you with sights, sounds, and scents to stir your soul and elevate your senses. After an invigorating workout in our state-ofthe-art gym, enjoy a refreshing dip in our pool, followed by some time in our sauna. Exciting and alive, Berlin is a city of contrasts, and a mixture of vitality, culture, commerce, politics, attractions, and history. Our serene and elegant hotel is located right in the centre of all of this, where the historic boulevard Unter den Linden meets the Friedrichstrasse. Room Reservations If you require overnight accommodations, please contact the Westin Grand Berlin at +49 (0) to book your room. ExL has reserved a block of rooms at a discounted rate for conference participants. Please mention ExL Pharma and the conference name to take advantage of the discount. You must book your room by 26 April, 2011 to be eligible for the discounted rate. Please book your room early, as the rooms available at this rate are limited. Sponsorship and Exhibiting Opportunities Do you want to spread the word about your organization s solutions and services to potential clients who will be attending this event? Take advantage of the opportunity to sponsor, underwrite an educational session, host a networking event, or distribute promotional items to attendees. ExL Pharma will work closely with you to customize a package that suits all your needs. To learn more about these opportunities, please contact Jayson Mercado at +1 (212) , or jmercado@exlpharma.com.

3 Conference Day One: Monday, 16 May, :00 Registration and Continental Breakfast for Attendees 9:00 Welcome and Chairperson s Opening Remarks Conference Chair: James Read, Public Affairs, International, GILEAD SCIENCES EXECUTIVE PANEL: THE DYNAMIC ROLE OF COMMUNICATIONS 9:15 How Transitions in the Pharmaceutical and Healthcare Industries are Increasing the Importance of a Strong Communications Team Making sure PR gets a seat at the table during internal policy discussions Communications role in internal change management Using all available tools to develop a proactive reputation management plan for your brand and company Understanding and influencing all the key stakeholders in the healthcare marketplace Moderator: Thomas Bols, Vice President of Corporate Health Policy and Market, MERCK SERONO Steffen Fritzsche, Director, Corporate Communications, UCB PHARMA Jessica Mann, Senior Vice President of Global Corporate Communications, SHIRE Sabine Kostevc, Head of Corporate Internet and Social Media, ROCHE CHANGE MANAGEMENT CASE STUDY: CULTURE CHANGE 10:00 Adjusting to New Developments by Creating and Fostering a Culture of Innovation Understanding pharmaceutical industry shifts and the implications for communications Using innovative communications including video, storytelling, and collaborative online spaces (internal social media) to engage employees and facilitate culture change Fiona Olivier, Strategic Business Communications Director, ABBOTT 10:45 Refreshment and Networking Break CHANGE MANAGEMENT PANEL: MERGERS AND ACQUISITIONS 11:15 Integrating Corporate and National Cultures in International Mergers and Acquisitions to Ensure Smooth Operations in Light of Corporate Modifications Training management to communicate with new employees Mobilizing employees to adopt new procedures and attitudes Examples of specific successful communication measures Sybille Genersch, Head of Communications & Corporate Identity, BOEHRINGER INGELHEIM Martin Fensch, Director Communications Germany and Head Media Relations Oncology Europe, PFIZER CRISIS COMMUNICATIONS 12:00 Proactively Developing Relationships with Influencers to Create an Available Network for Damage Control Cultivating influencer relationships during good times Identifying influencers within various stakeholders: patient groups, regulatory authorities and physicians Caroline De Bie, Associate Director for Corporate Communications, GENZYME 12:45 Luncheon for Conference Participants PANEL DISCUSSION: CONNECTING WITH POLICY MAKERS 1:45 Adopting a Public Relations Approach into the Process of Engaging with Policy Makers Recognizing that public policy increasingly shapes your business environment at all levels, making policy makers an essential audience Treating policymakers as a distinct audience to ensure that your message is tuned to addressing their needs Expressing the impact of your treatment in relevant policy terms such as innovation, competitiveness, employment, and solidarity Building alliances and developing messages to help align stakeholders to press for desirable policy initiatives Moderator: Colin Mackay, Director of Communications EFPIA Nick Bosanquet, Professor of Health Policy, IMPERIAL COLLEGE Mark Grossien, Global Manager Franchise Communications, NOVARTIS PARTNERING WITH EXTERNAL ORGANIZATIONS 2:30 Forging Alliances with Stakeholder Groups to Influence Public Opinion Determining your long term partnership objectives when working with patient advocacy groups Understanding the needs and wants of stakeholder organizations to find common ground Recognizing when working together as an industry can benefit everyone by growing the marketplace Maximilian von Olenhusen, Director Public Affairs, NOVARTIS 3:15 Refreshment and Networking Break PUBLIC HEALTH STAKEHOLDER CASE STUDY 3:45 Stakeholder Relations in the Area of HIV Treatment to Create Synergy Between Your Company s Initiatives and Advocates Needs Responding to public opinion regarding research, access to medicine, and commercial operations Listening to the goals of patient advocates and activists Involving external stakeholders in determining changes in how trials are done and how drugs are provided Listening to external stakeholders in determining R&D directions James Read, Public Affairs, International, GILEAD SCIENCES

4 CORPORATE SOCIAL RESPONSIBILITY 4:30 How Public Relations Inform Corporate Social Responsibility Efforts as Corporate Branding Initiatives How do you select a CSR cause that is congruent with your company s goals? What are the key issues in selecting and working with partners for CSR projects? Making sure that your CSR story gets told Creating an integrated methodology for how CSR is part of a corporate, product, internal, and web communications function as it affects branding and reputation Jan Willem de Heer, Communications Manager, Public Affairs and Policy, PFIZER 5:15 End of Day One Conference Day Two: Tuesday, 17 May, :00 Chairperson s Recap Conference Chair: James Read, Public Affairs, International, GILEAD SCIENCES BECOMING A NEWS SOURCE OF CHOICE IN 2011/2012 9:15 Positioning Yourself as a Trusted Resource for Journalists Covering the Healthcare and Pharmaceutical Industry to Add Value to Your Company s Strategic Operations How will your company fit in with what journalists see as the hot stories affecting the pharmaceutical industry in for the rest of the year? Why developing the kind of expertise to become a resource to reporters can also increase your influence within your company Challenges that are facing journalists covering the healthcare and pharmaceutical industries What kinds of pharmaceutical and health related stories are underreported and what opportunities are there for coverage? Providing access with the most relevant and useful sources Uri Goren, Spokesperson and PR Manager, NEOPHARM GROUP Melanie Senior, Bureau Chief, Europe, ELSEVIER BUSINESS INTELLIGENCE, THE PINK SHEET Matt Thomson, Managing Director, Europe, SYNAPTIC DIGITAL Andrew Widger, Director of Media Relations, Europe, Middle East, and Africa, PFIZER MARKET ACCESS 10:00 What is the Extent of the Communications Department s Role in Market Access? Preparing stakeholders by effectively communicating data to illustrate that the drug does what is promised Communicating advantages of a drug to support favorable pricing and reimbursement guidelines Shifting the conversation away from cost and price and refocusing on the value of drugs Helen Mills, Director, External Communications, AMGEN GMBH 10:30 Refreshment and Networking Break CASE STUDY: DESIGNING A COMMUNICATIONS DEPARTMENT 11:00 A Look at How UCB Responded to Industry Changes by Empowering the Communications Function with the Creation of a Dedicated Communications Department Merging with Schwarz Pharma spurred UCB to form a dedicated communications department Choosing members to form a team to develop a strategy for media and internal communications Designing a strategy to coordinate communications for a restructuring international company Lessons learned in structuring a communications department Steffen Fritzsche, Director, Corporate Communications, UCB PHARMA SOCIAL MEDIA STRATEGY 11:45 Using Social Media to Influence the Exchange of Ideas and Information Regarding Treatment Options and Your Corporate Brand Recognizing that online, new media conversations happen among stakeholders whether your company is involved or not Examining how a corporate social media strategy fits into the existing external dialog Providing dynamic, frequently updated, relevant information through social media outlets Establishing benchmarks for proactively using social media to influence the public directly Alex Butler, Director Strategy & Social Media Manager, JANSSEN 12:30 Networking Luncheon PFIZER CASE STUDY: PR AND SOCIAL MEDIA 1:30 Coordinating the Social Media Efforts and Interests of the Marketing, PR, Medical and Other Departments to Avoid Confusing the Public Coming to an agreement over who s doing what with social media outlets Developing guidelines for Facebook, Twitter and blogs Creating an authority and/or governance models regarding social media How to handle bloggers who spread negative or inaccurate information about your drug Andrew Widger, Director of Media Relations, Europe, Middle East, and Africa, PFIZER

5 SOCIAL MEDIA CASE STUDY: FACEBOOK AS A PHARMA PR TOOL 2:15 Developing a Series of Facebook Pages as a Public Relations Tool to Influence Specific Audiences Will Facebook move journalists out of the information value chain? Diversifying Facebook pages to interact with different audiences: as a lobbying tool, to influence doctors, to educate the industry, or to engage journalists Creating a Facebook app game to recruit newsfeed followers John Pugh, Head of Online Communications, BOEHRINGER INGELHEIM LEADERSHIP COMMUNICATIONS 3:00 Mobilizing Employees as Ambassadors for Your Corporate Brand Providing vision and direction, and reminding people of your company s purpose Setting the right example for communicating positively about your activities Offering tools and guidelines for employees to talk about your business Letting employees own and feel like a part of the company story Katja Buller, Senior Director, Public Affairs International, BIOGEN IDEC 3:45 Conference Concludes Media Partners Four Ways to Register Mail: ExL Events, Inc th Ave, Ste 310 New York, NY Phone: Online: register@exlpharma.com Registration Fees for Attending ExL Pharma s 3rd Annual European Public Relations & Communications Summit: EARLY BIRD PRICING Register by Friday, 1 April, 2011 to Take Advantage of Early-Bird Pricing: Conference Only 1495 STANDARD PRICING Register After Friday, 1 April, 2011: Conference Only 1795 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 4 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 Make checks payable to ExL Events, Inc. and write code P911 on your check. You may also use Visa, MasterCard, Discover or American Express. Payments must be received in full prior to the commencement of the conference. Cancellations: If you need to cancel your registration for an upcoming ExL conference, please note the following policies derived from the Start Date of the event: Four weeks or more: A full refund (minus a 95 processing fee), or a voucher to another ExL event valid for two years from the voucher issue date. Four weeks or less: A voucher to another ExL event valid for two years from the voucher issue date. To receive a refund or voucher, please fax your request to Please note: Conference registrations may be transferred to other colleagues in the event you are unable to attend. 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. Please notify ExL Pharma, info@exlpharma.com, prior to the event with the name and contact information of the replacement attendee. Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker cancellation, every effort to find a suitable replacement will be made. * The opinions of this faculty do not necessarily reflect those of the companies they represent or ExL Events, Inc. * Do you have a question about the event? Would you like to get involved as a speaker or discussion leader at our 4th European Public Relations and Communications Summit? Please Conference Director, Dave Hoffman at dhoffman@exlpharma.com

6 To Register: q Yes! Register me for the Conference Please contact me: q I m interested in marketing opportunities at this event q I wish to receive updates on Exl Pharma s upcoming events Method of Payment: q Check q Credit Card Make checks payable to ExL Events, Inc. Card Type: q MasterCard q Visa q Discover q Amex Card Number: Exp. Date: Name on Card: Signature: Name: Title: Company: Dept.: Address: City: State: Zip: Telephone: Fax: Featuring an Outstanding Speaker Faculty from Leading Companies: ABBOTT AMGEN GMBH BIOGEN IDEC BOEHRINGER INGELHEIM GENZYME GILEAD SCIENCES Proudly presents 3 rd European Public Relations and Communications Summit sponsor: Highlighting PR and Communications Pivotal Role in Impacting the Critical Issues Facing the Pharmaceutical Industry May, 2011 The Westin Grand Berlin, Germany Register by 1 April for Early Bird Pricing JANSSEN UK MERCK SERONO NEOPHARM GROUP NOVARTIS PFIZER SHIRE UCB PHARMA Why You Must Attend: Only multi-day summit focusing on the leadership role of PR in policy initiatives Third year running in Europe from the producers of the ultra successful US PR & Communications Summit and Digital Pharma Highlights why PR should have a seat at the table for all major company wide decisions To Register Call Or visit: