CBI’s 2nd Annual Forum on Oncology Commercialization Strategies
Jan. 12, 2009-Jan. 13, 2009Loews Philadelphia Hotel
Philadelphia, PA
www.cbinet.com/show_conference.cfm?confCode=PC09108&field=summary
Description:
Darius Naigamwalla, Senior Vice President and Global Head of the Brand Management Practice, and Tom Luginbill, Vice President of the Brand Management Practice, will provide a comprehensive understanding of each stage of commercial planning, identify the key deliverables at each stage, and suggest strategies for managing the logistics of an oncology launch. Also at the event, Kevin Barnett, Senior Vice President and Head of the Managed Markets Practice, will discuss the evolving reimbursement environment for oncology products.
Abstract:
Comprehensive Pre-Launch Commercial Planning and Launch Logistics for Oncology Products
Speakers:
Darius Naigamwalla, Senior Vice President and Global Practice Area Lead, Brand Management Practice, Campbell Alliance
Tom Luginbill, Vice President, Brand Management Practice, Campbell Alliance
Oncology is one of the most highly competitive and complex therapeutic areas given the number of products on the market and the number of compounds in development across various tumor types. While launch is one of the most critical times for any pharmaceutical or biotech product, it is particularly essential for oncology marketers to “get it right” the first time. The makings of a successful launch, however, start years before a product ever hits the market. During the 24 to 36 months leading up to a launch, product planners and marketing leaders must systematically develop commercial plans that maximize their product’s commercial viability. In addition, they must ensure that the logistical aspects of the launch are managed expertly and in coordination with one another. Conducting such a complex array of strategic and tactical preparations can be extremely challenging and mistakes can be costly. However, best practices for doing this have been developed.
This interactive workshop provides a comprehensive understanding of each stage of commercial planning identifies the key deliverables at each stage and suggests strategies for managing the logistics of an oncology launch. In addition, the workshop features an interactive working session during which delegates collaborate to determine the timing of each commercial planning and logistics-related activity during this critical phase of an oncology product’s lifecycle. The group benefits from key learnings obtained from the presenters who have supported many launches including ones in the past year.
I. Understand and Proactively Manage the Commercial Development of a New Oncology Product
- Recognize the significance of each state of the product lifecycle from early stage commercial planning through launch
- Conduct a commercial opportunity assessment while laying the foundation for a successful launch
II. Identify Key Deliverables and Activities at Each Stage of Development
- Determine the functional areas responsible for completing each activity and how they must work together
III. Manage the Logistics of an Oncology Launch
- Identify and manage the internal functions that play some part in launch including Marketing, Sales, Medical Affairs, Manufacturing, Trade, Distribution and others
- Develop work plans for each critical function and/or sub-team that have launch-related responsibilities including all required launch activities
- Create a tracking tool or “launch playbook” for brand managers to use in order to oversee and track the activities of the various players prior to, during and after launch
- Develop tactics for keeping senior management informed along the way, including critical report templates or “flash reports”
Understand and Adjust to the Evolving Reimbursement Environment for Oncology Products
Speaker:
Kevin Barnett, Senior Vice President, Campbell Alliance
The reimbursement environment for oncology products is changing — and it’s not getting easier. Historically, payors would — for the most part — give oncology products a pass, generally taking a hands-off approach and providing access reimbursement for most products. Today a confluence of factors is leading payors to take a more detailed look at oncologics. Payors are beginning to exercise considerably more scrutiny when making reimbursement and coverage decisions for products in the category and marketers of oncology products need to adjust their strategies accordingly. During this session, discuss the myriad drivers of change that have led payors to take a closer look at oncology products including: Medicare reform, Competitive Acquisition Program, the deluge of new oncology products, longer-term use of oncologics, the evolution of specialty pharmacies and the evolution of customer business models. After analyzing these drivers of change, address the implications for pharmaceutical and biotech marketers including how to:
- Understand the changing reimbursement dynamics
- Refine a product’s value proposition for payors
- Develop a comprehensive contracting strategy
- Identify broader organizational implications
Feature Articles
George Schmidt, Senior Vice President of the Sales Practice, discusses the impact of the current pharma and biotech landscape on sales forces and Training & Development departments....
Don't Miss
Campbell Alliance will exhibit at this event. Please visit us at booth # 5240. Also at the event, the Business Development Practice will be participating in partnering meetings in the Business Forum.
Webster Sun, Senior Practice Executive, Brand Management Practice, will moderate a panel discussion on the opportunities and challenges surrounding generic versions of many blockbuster biopharmaceutical products following their patent expiration.
Emily Hua, Vice President, Brand Management Practice, will moderate a panel discussion on first-to-market strategies and key lessons learned.
Kevin Barnett, Senior Vice President and Head of the Managed Markets Practice, Campbell Alliance and the Pharmaceutical Institute will participate in a panel discussion on health care reform and the potential implications for the life science industry.
George Schmidt, Senior Vice President, and John Bye, Vice President ,Sales Practice, will lead workshops on staying strategic in today's environment, driving sales force effectiveness and building sustainable training programs.
Campbell Alliance's Trade and Distribution Practice will exhibit at this event. Please visit us at booth #420.
Darius Naigamwalla, Senior Vice President and Global Practice Area Lead, and Tom Luginbill, Vice President, Brand Management Practice, lead a workshop on best practices for commercial planning and the requirements at each stage of the development process.
Keith Morris, Practice Executive, will present a session on successful communication strategies for effective execution of post-approval studies.
Joe Dillon, Senior Practice Executive, Campbell Alliance, will lead a discussion on maximizing the value of product candidates and technologies through a structured deal approach.
Kevin Barnett, Senior Vice President and Practice Area Lead, Managed Markets Practice will serve as chairman for the conference, as well as present a session on how to avoid common mistakes when contracting with payers.
Barrett Rankin, Practice Executive, Business Development Practice, will present a session on linking portfolio management with business development.
Executives from our Brand Management and Managed Markets Practice will have leadership roles at this event.
Kevin Barnett, Senior Vice President and Practice Area Lead, Managed Markets Practice, will present a session on developing and communicating a payer value proposition.
Campbell Alliance's Managed Markets Practice will exhibit at this event.
Campbell Alliance's Trade and Distribution Practice will exhibit at this event.
Executives from our Business Development Practice will moderate two panel discussions at this event.
Leaders from the Brand Management Practice will present a pre-conference workshop on strategies and best practices for managing the logistics of launch, while leaders from the Managed Markets Practice will present a health policy outlook for 2010.
Tony Lanzone, Vice President and head of the Trade and Distribution Practice at Campbell Alliance, will serve as conference chairman, while Jay Jauregui, also of the Trade and Distribution Practice, will present on developing a specialty distribution strategy.
Keith Kelly, Senior Practice Executive, Managed Markets Practice, will present a session on developing a managed care marketing strategy
Campbell Alliance is a sponsor of this event and executives within the Brand Management and Clinical Development Practices will attend.
Darius Naigamwalla, Senior Vice President and Global Practice Area Leader, Brand Management Practice, will present a session on systematically building commercial innovation into oncology launch plans. Also, Tony Lanzone, Vice President, Managed Markets Practice, will present a session on the evolving pricing, reimbursement, and access environment for oncology products.
Gary Tyson, Senior Vice President, Clinical Development Practice, will present a session on leveraging effective SOPs to create a community of compliance and adherence.
Gary Tyson, Senior Vice President, Clinical Development Practice, will present a session on the key learnings of CTMS implementation derived from the experiences of several organizations that have undergone implementation.
Three executives from our Business Development and Managed Markets Practices will present "Reimbursement: The New Investment Hurdle"
Darius Naigamwalla, Global Practice Area Leader, and Tom Luginbill, Vice President, both of the Brand Management Practice, will present a pre-conference workshop on strategies and best practices for strategically managing an oncology product launch. Also Tony Lanzone, Vice President in the Managed Markets Practice will moderate a payer panel discussion on the evolving pricing, reimbursement, and access environment for oncology products.
Mike Menta, Senior Practice Executive, Clinical Development Practice, will moderate a session on both opportunities and challenges of conducting clinical trials abroad.
Lujing Wang, Vice President, Managed Markets Practice, will present a session on evidence-based medicine in an evolving landscape for global market access.
Gautam Aggarwal, Senior Practice Executive in our Business Development Practice, will present the results and observations from Campbell Alliance's 2010 Dealmakers' Intentions Survey and moderate a panel discussion with leading business development decision makers.
Gautam Aggarwal, Senior Practice Executive, Business Development Practice, will present the results and observations from Campbell Alliance's Dealmaker's Intentions Survey.