New Product Launch Training Seminar

October 12-13, 2018

Date

October 12-13, 2018

LOCATION

Mandeville Hall Teletorium

COST

$99

ATTENDANCE

Open to the Public

New Product Launch Seminar

October 12 & 13, 2018

The next decade will see greater concentration of competition for innovative biopharmaceutical product launches, with focus turning to more specialist therapy areas, limited key launch countries, healthcare budgets, value proposition, new payment models, reimbursement challenges, doctor attention time, and increasing patient engagement. Given the changing landscape, achieving true launch excellence will become even more challenging.

 

To understand how to succeed in the future, companies must first understand how today’s launch environment drivers came to be. Industry experts with extensive research experience analyzing multitude of launches in the past will provide rational and meaningful predication of future success factors in launching new products.

 

The session will engage the audience and share launch readiness checklist, case studies in small molecules, biologics, medical devices, step by step launch development process including pre-launch marketing, brand positioning, message development, segmentation and targeting, promotional mix development, market access programs, and metrics that will benefit all companies that are planning to launch a product in the near future.

Featuring Expert Guest Speakers:

William McClellan
CoE Leader, Launch Excellence, USBUBill leads IQVIA’s Center of Excellence for Launch in the US. Offering three decades of experience working with some of the nation’s largest pharmaceutical companies, he is the leader of a highly skilled research team in developing solutions that support sales, brand, product and market research objectives. At IQVIA’s Center of Excellence for Launch, he has developed thought leadership focused on patient acquisition and prescriber adoption for launch brands; he has studied over 500 launches to identify drivers of performance.

 

Brian Mulnix
VP Marketing at LEO Pharma Inc. US

Brian is a senior biopharmaceutical leader with deep global and US pharmaceutical/biotech marketing experience. In-depth knowledge and experience in rheumatology, dermatology, gastroenterology, pain, cardiovascular and ophthalmology. Recognized for success leading products through development, launch and market adoption. Proven track record in effectively managing teams of various sizes and associated P&L’s. Successful experience in global and US product launches, in-line brand management, business development, and alliance management.

 

Indranil Bagchi
Senior Vice President and Head, Global Value & Access at Novartis

Pharmaceutical executive with educational background and extensive experience in pricing, reimbursement, health outcomes and market access strategies in major pharmaceutical companies including GlaxoSmithKline, Wyeth, Pfizer and Novartis. Awarded the Wyeth President's Achieving Excellence Award in 2005, recognized in Pharmaceutical Executive magazine's annual roster of Emerging Leaders - "The New Breed of Leadership" in 2010, and awarded the ‘Outstanding 50 Asian Americans in Business’ award by the Asian American Business Development Center in 2014.

 

John P. Wendel, Ph.D.
Partner, Practica Group

John Wendel is a partner at the Practica Group, a research and innovation firm applying ethnographic techniques and anthropological insight to the healthcare, tech and CPG worlds. He began conducting ethnographic research for pharmaceutical and healthcare clients in 1998. A feature on John's work applying ethnography in the biopharma world was published in Pharmaceutical Executive in 2003. John has conducted research in patient’s homes and observed healthcare interactions in physician offices and diverse settings such as oncology suites, pediatric intensive care units, cardiac cath labs and pharmacies. His worked has informed product launch, positioning and communication issues in both the US and globally, across many leading pharmaceutical brands.

 

Lisa Flaiz
Director, Multi-Channel Marketing, WW Digital Hub Lead at Bristol-Myers Squibb

Lisa oversees the multi-channel marketing across a broad portfolio of specialty products at BMS, focusing on driving business value and differentiation of our brands in the digital channel to create market advantage. She has proven successes in leading digital innovation, directing cross-functional teams, developing capabilities, building and activating brands, managing budgets and P&L's, uncovering customer insights, and driving the creative process. With 20+ years in the healthcare space, her expertise and has been instrumental in a wide variety of product launches.

Mary C. Baker, PharmD., MBA
Executive Director, Market Access Marketing & Payer Field Team, Jazz Pharmaceuticals Philadelphia
Mary brings significant experience in Managed Markets Account Management, Payer Marketing Access and Reimbursement, Pricing and Contract Strategy Development, Product Life Cycle Management, and Product Launch preparation and execution. Experience across public and private payers including Commercial, Medicare, PBM, ACO/IDN/GPO and Exchanges.

 

Tom Gibbs
Chief Commercial Officer, Optinose

Mr. Gibbs brings more than 20 years of diverse commercial leadership experience to Optinose, including roles in general management, marketing, sales, commercial operations, customer insights, analytics and finance. He joined Optinose from Takeda Pharmaceuticals where he led the General Medicines Business Unit for the United States. In this role, Mr. Gibbs had responsibility for a multi-billion-dollar portfolio comprising 11 brands spanning several therapeutic classes including CNS, GI, inflammation, diabetes and metabolics, and he led a team of more than 2,000 people.

Keith Golden
Chief Finance Officer, Optinose

Kieth brings more than 25 years of executive financial and operational leadership in biopharmaceutical and medical technology companies including CFO roles at private and public life sciences companies from early through commercial stage. Mr. Goldan most recently served as Senior Vice President and Chief Financial Officer at Fibrocell, a publicly held cell and gene therapy company, and of NuPathe, where he helped direct the sale of the specialty healthcare company to Teva in 2014.

 

Dan Levin
Team Leader Rare Disease Commercial Development and Global Hematology, Pfizer Inc.

Global and U.S. Pharmaceutical Business Leader with extensive strategic marketing and marketing operations experience across a range of pharma and biopharma products. Demonstrated ability to inspire and lead commercial and cross-functional teams with a “hands-on” approach developed over a diversified 20+ years in the industry. Proven record of exceeding expectations in successfully launching and marketing new and in-line products in the U.S. and international markets. Innovative marketer demonstrating success in developing and executing unique strategies and tactics targeting specialty, primary care, and payer audiences.

 

Dylan Kennedy
Vice President at Brand Institute

Dylan Kennedy is an analytical life science project manager and consultant with proven ability to design and realize collaborative strategic objectives. He is a 2006 (BS), 2009 (MS) and 2013 (PhD) graduate of the University of Virginia. He received BS degrees from the departments of Biology and Chemistry.

 

David S. Weinstock, Esq.

David is an attorney with an entrepreneurial mindset and a global perspective who achieves success using strategic and analytical problem solving strategies, combined with technical knowledge and organizational skills, to support pharmaceutical, biologics, biotech and medical device product development, manufacturing and marketing.

 

 

Carl Turner
Chief Strategy Officer at Razorfish Health

Carl is a strategy leader, creative partner, mentor and a musician with a reputation of delivering new opportunities for healthcare brands though understanding emerging practice patterns, new pressures facing HCPs, and contemporary communication approaches. Carl provides insights in these areas to boost brand potential by powering unassailable positioning, breakthrough creative strategy, inspiring brand stories, and wide range of connected experiences.

Thani Jambulingam, Ph.D.
Professor of Pharmaceutical & Healthcare Marketing, Saint Joseph's University

Dr. Jambulingam brings award winning research into the classroom for SJU's industry-focused executive, graduate and undergraduate business programs. Students are both challenged and engaged by this cutting edge material. He has served as a consultant and facilitated educational training sessions in strategy for senior leadership and/or brand teams within several small, mid and large pharmaceutical firms including Alkermes, Abbott, Astra Zeneca, Merck, Novo Nordisk, Pfizer, Solvay and Procter & Gamble.

 

LOCATION & PARKING

The summit is held in the Wolfington Teletorium, on the first floor of Mandeville Hall at Saint Joseph's University.

Mandeville Hall is located on N. 54th Street near City Avenue.

Parking

Free parking will be available at the Hawks Landing parking garage, across the street from Mandeville Hall. The address for the parking garage is 2461 N. 54th Street, Philadelphia, PA 19131.

Hotels

Hilton Philadelphia City Avenue (1.1 mile)
4200 City Ave, Philadelphia, PA 19131

Courtyard by Marriott Philadelphia City Avenue (1.7 mile)
4100 Presidential Blvd, Philadelphia, PA 19131

AGENDA

Day 1: Oct. 12th (Friday)

Strategic Commercialization: Why it is Important (8.30 AM – 9.45 AM)

Mr. William McClellan, CoE Leader, Launch Excellence, IQVIA

 

Understanding the Science & Molecule: Foundation for Architecting the Brand (10 - 10.45 AM)

Thani Jambulingam Ph.D., Professor, Pharmaceutical and Healthcare Marketing, SJU

 

Break

 

Crafting the Value Story: Why Clinical Differentiation Matters (11.00 – 12.00 AM)

Indranil Bugchi Ph.D., Senior Vice President and Head, Global Value & Access at Novartis

 

Lunch

 

Launch Planning: The Key to Success (1.00 to 2 PM)

Brian Mulnix MBA, VP Marketing, LeoPharma

 

Launch Execution: Nothing More Important (2.15 – 3.15 PM)

Lisa, Flaiz MBA, Director, Multi-Channel Marketing, WW Digital Hub Lead at BMS

 

Creating the Right Strategy: Building Competitive Advantage - A Case Study (3.30 – 4.30 PM)

Keith Golden MBA, Chief Financial Officer, Optinose

Tom Gibbs, MBA, Chief Commercial Officer, Optinose

 

Summarizing Day 1 Learnings (4.30 PM – 4.45 PM)

 

Day 2: Oct. 13th (Saturday)

Establishing Relevant Context: Power of Focused Customer Centric Marketing (8.30 – 9.30 AM)

John P. Wendel Ph.D., Partner, Practica Group

 

Regulatory Realities: Preparing for the Right Approach (9.45 – 10.45 AM)

David S. Weinstock Esq.

 

Break

 

Panel Discussion on Product Launches (11 – 12.00 PM)

Dan Levin MBA, Team Leader Rare Disease Commercial Development & Global Hematology, Pfizer

Mary Baker, Pharm. D., MBA, Head of Market Access Marketing and Payer Field Account Team at Jazz Pharmaceuticals

 

Lunch

 

Agency Relationship: Creating an Effective Partnership (1.00 – 2.00 PM)

Carl Turner, Chief Strategy Officer, Razorfish Health

 

Art and Science of Naming Brands (2.15 – 3.15 PM)

Dylan Kennedy Ph.D., Vice President-Brand Development, Brand Institute

 

Break

 

Implementation: Executing the Strategy Effectively & Efficiently (3.30 – 4.15 PM)

Mr. William McClellan, CoE Leader, Launch Excellence, IQVIA

 

Conclusion & Wrap Up (4.15 PM – 4.30 PM)

EARN ACADEMIC CREDIT! Sponsored by the Pharmaceutical & Healthcare Marketing MBA Program

Attendees for this seminar have the option to earn academic credit toward an MBA or Advanced Graduate Certificate in Pharmaceutical & Healthcare Marketing. To earn credit, attendees must complete the admissions process and enroll as a graduate student at Saint Joseph's University. Enrolled students will complete a post-assignment that will be due within 2-3 weeks following the seminar. In lieu of the non-credit attendance fee, the standard tuition rate of $2698 for the 2018-19 Academic Year will apply. For more information and to begin your application, click here, or e-mail pharmahealth@sju.edu for personalized assistance.