In response to the Medicare Payment Advisory Commission recommendations made in a March 2009 report, The Physician Payments Sunshine Act was passed March 21st, 2010 and it requires manufacturers of drugs and medical devices, starting March 31, 2011 to report to HHS payments and transfers of value made to physicians and other health care providers. For drug samples, the bill requires reporting of recipient information and the name, number, date, and dosage units of the sample. On May 27th, 2010 Vermont passed S.88, which means beginning on or before April 1st, 2012, companies must disclose all samples that have been distributed in Vermont during the prior calendar year. Sentiment is that other states are to follow. This increased transparency between the relationship of physician and pharmaceutical company means manufacturers not only have to meet the requirements, but also prepare their sales forces for decreased access to healthcare providers. New complementing multi-channel strategy must be developed to continue sample distribution as a critical component for overall success. For more information, please visit http://www.exlpharma.com/events/6th-sampling-strategies-and-alternatives

1. In em
Se
Pr se r 1
cr
pt
ice Af 0
ea b e
s ter th
presents:
The 6th Annual
Multi-Channel
Conference
Chairperson
Deborah Coburn,
Manager, Sales & Operations
Planning, Americas,
JOHNSON & JOHNSON
SAMPLING STRATEGIES Speaking Faculty
● Katherine E. Cartwright,
MPA, Director,
Corporate Compliance,
THE SPECTRANETICS
Gaining Physician Access Despite Tightening Regulations CORPORATION
Using a Multi-Channel Approach ● Susan Chimonas,
Associate Research Scholar,
INSTITUTE ON MEDICINE
October 25th–26th, 2010 | Loews Hotel Philadelphia, PA AS A PROFESSION
● James Corbett,
Manager, Field Technology,
Regulator Perspective UCB, INC.
● Sara Frank,
Navigating Vermont’s Recently Passed S.88 Bill: The Disclosure and Reporting Process
Associate Director, Commercial
for All Samples Disseminated in Vermont Compliance, BIOGEN IDEC
Wendy Morgan, Assistant Attorney General, VERMONT ATTORNEY GENERAL’S OFFICE ● Steve Gransden,
Vice President, Technology
Marketing, KNIPPER
● Lori Greene,
Featured Presentations Director, Compliance,
STEIFEL LABORATORIES
Improving Profitability through Coupon/Voucher Measuring the Impact of the Sales Force ● Terry Hamilton,
Allocation Optimization Strategies without in a Controlled Versus Non-Controlled Vice President of Sales,
Losing Physician Office Shelf and Regulatory Environment OPTIMIZERx.com
● Glen LaNeve,
Bin Space to Competitors James Corbett, Manager, Field Technology, Director of Sales &
Andrew Watson, Senior Product Manager, UCB, INC. Operations, HOWELL
Vyvanse CRM, SHIRE PHARMACEUTICALS MARKETING SERVICES
● Wendy Morgan,
Assistant Attorney General,
Featured Panel Discussion VERMONT ATTORNEY
GENERAL’S OFFICE
Preparing for an Increased Focus on Transparency and Compliance for Sampling Practices ● Marjorie Powell,
Senior Assistant General
MODERATED BY: Alexis Stroud, Regulatory Compliance Manager, Q PHARMA Counsel, PhRMA
PANELISTS: Sara Frank, Associate Director, Commercial Compliance, BIOGENIDEC ● Thomas P. Quinn, R.Ph.
Katherine E. Cartwright, MPA, Director, Corporate Compliance, THE SPECTRANETICS CORPORATION Senior Vice President,
Commercialization,
Marjorie Powell, Senior Assistant General Counsel, PhRMA PHYSICIANS INTERACTIVE
● Scott Schwartzman,
Sponsors & Exhibitors Former Senior Manager,
Customer Information
Management, PFIZER
(WYETH)
● Alexis Stroud,
Regulatory Compliance,
Q PHARMA
● Andrew Watson,
Senior Product Manager,
Vyvanse CRM, SHIRE
PHARMACEUTICALS
To Register: Call 866-207-6528 or visit us at www.exlpharma.com/6thsampling

2. Dear Colleague, This Summit is specifically designed for C-Levels, Department
Heads, Vice Presidents, Directors and Managers at
In response to the Medicare Payment Advisory Commission pharmaceutical, biotechnology and medical device
recommendations made in a March 2009 report, The Physician companies from the following departments:
Payments Sunshine Act was passed March 21st, 2010 and it requires ● Sampling Operations/Accountability
manufacturers of drugs and medical devices, starting March 31, 2011, ● Sales Operations
to report to HHS payments and transfers of value made to physicians ● Commercial Compliance Operations
and other health care providers. For drug samples, the bill requires ● Field Force Effectiveness
reporting of recipient information and the name, number, date, and ● Sampling Director/Manager
dosage units of the sample. ● Marketing Director/Manager
On May 27th, 2010 Vermont passed S.88, which means beginning ● Field Support
on or before April 1st, 2012, companies must disclose all samples ● Product Management
that have been distributed in Vermont during the prior calendar year. ● Sales Reps
Sentiment is that other states are to follow. ● Supply Chain
This increased transparency between the relationship of physician and ● Channel Strategy
pharmaceutical company means manufacturers not only have to meet This Conference is Also of Interest To:
the requirements, but also prepare their sales forces for decreased ● Sample Management
access to healthcare providers. New complementing multi-channel ● Research/Analytic Companies
strategy must be developed to continue sample distribution as a ● Handling & Fulfillment
critical component for overall success. ● Multi-Channel Marketing Agencies
We look forward to another successful program this October where ● eSampling Portals
we will address these burning platforms and hope you can join us in ● Sales Force Automation
Philadelphia! ● Patient/Physician Education Services
Sincerely, ● Regulatory Consultants/Law Firms
Sponsorship and Exhibiting Opportunities
Matthew Millman Kristen Hunter Do you want to spread the word about your organization’s solutions
Conference Director Team Leader, Production and services to potential clients who will be attending this event?
mmillman@exlpharma.com ExL Pharma Take advantage of the opportunity to exhibit, present an educational
session, host a networking event, or distribute promotional items to
attendees. ExL will work closely with you to customize a package that
will suit all of your needs. To learn more about these opportunities,
contact Lucas Carrasco, Business Development, by calling 212-400-
6231 or by emailing lcarrasco@exlpharma.com.
Hotel Info
Located in the heart of Philadelphia, the Loews Philadelphia Hotel, is Loews Philadelphia Hotel
steps away from the historic district, shopping, restaurants, and sports 1200 Market St.
arenas. Directly across from the Penn Convention Center, this luxury Philadelphia, PA 19107
hotel is 15 minutes from Philadelphia International Airport and only five P: 215-627-1200
minutes from Amtrak’s 30th St. Station. F: 215-231-7205
Room Reservations: If you require overnight accommodations,
please contact the hotel and state that you are with ExL’s 6th Annual
Pharmaceutical Sampling Strategies & Alternatives Conference for
information on our discounted room rates. We encourage conference
participants to make reservations by October 4th with our desig-
nated venue as our discounted room rates are limited.
To Register: Call 866-207-6528 or visit us at www.exlpharma.com/6thsampling

3. DAy ONE – October 25th, 2010
Pre-Conference Workshop
8:00 PRE-CONFERENCE WORkSHOP REGISTRATION OPENS & BREAkFAST IS SERVED FOR WORkSHOP ATTENDEES
9:00 NO LONGER THE “ALTERNATIVES”: ALIGNING SAMPLE SEND AND SAMPLE CARRY EFFORTS
TO BOOST FIELD FORCE EFFECTIVENESS
There is agreement that alternative sampling strategies are here to stay, and that they can provide a valuable new avenue
when connecting with Health Care Providers – but what constitutes the right mix of eSampling and face-to-face contact? With
an increased number of “black-space” physicians and tightening regulations, including Vermont’s S.88 Bill, manufacturers are
cutting-back their sales forces to save costs and building up their eSampling efforts. In some cases, manufacturers are trying
a sales model with no sales force at all. Is this an effective strategy or are the significant numbers of “white-space” physicians
not getting the proper attention due to an understaffed team?
This workshop session will provide insight into the following areas:
• Tactical considerations in order to properly align sales force operations with eSampling activities
• Moving away from viewing eSampling efforts as “alternative” and incorporating them as necessary Sales Force components
• Avoiding saturation and outreach overlap
• Seamlessly transitioning your your sales force and distribution reporting practices to meet newly required legislation
*There will be a 30-minute networking & refreshment break
CO-LeaDer: Lori Greene, Director, Compliance, SteiFeL LabOratOrieS
additional workshop participants to be named.
12:00 LuNCH IS SERVED FOR WORkSHOP PARTICIPANTS
Main Conference
12:00 REGISTRATION OPENS FOR MAIN CONFERENCE 3:00 NETWORkING AND REFRESHMENT BREAk
1:15 CHAIRPERSON’S WELCOME AND OPENING REMARkS Multi-Channel Strategy
Deborah Coburn, Manager, Sales & Operations Planning, JOhnSOn &
JOhnSOn DiabeteS Care FranChiSe 3:30 E-SAMPLING – RESPONDING TO THE DRAMATIC SHIFTS IN
PRESCRIBER’S PREFERENCE FOR ONLINE RESOuRCES
New Legislative Requirements
• E-Sampling and it’s broad base of opportunity
• Defining the role and reliance that online resources currently have
1:20 NAVIGATING VERMONT’S RECENTLY PASSED S.88 BILL:
for physicians including prescribing behavior
THE DISCLOSuRE AND REPORTING PROCESS FOR ALL
• How a Multi-Channel mix is the preference for physicians and the
SAMPLES DISSEMINATED IN VERMONT optimal solution for sampling efficiency
• Why you should have already begun tracking your distributed samples Steve Gransden, VP technical Marketing, J KniPPer & CO, inC
• How the sample reporting system was designed and how it will work
• Differences between the Vermont S.88 law and the Patient Protection 4:15 PANEL DISCuSSION: THE FuTuRE OF ALTERNATIVE SAMPLING
& Affordable Care Act of 2010 IS NOW: TRENDS, STRATEGIES AND CHALLENGES
Wendy Morgan, assistant attorney General, VerMOnt attOrneY • Challenges of reaching healthcare providers (HCPs) with drug samples
GeneraL’S OFFiCe • Two options for online sampling: “buy” versus “build”
• Integrating online sampling into a multi-channel marketing mix
2:15 PANEL DISCuSSION: PREPARING FOR AN INCREASED FOCuS
ON TRANSPARENCY AND COMPLIANCE FOR SAMPLING MODerateD bY: thomas P. Quinn, r.Ph., Senior Vice President,
Commercialization, PhYSiCianS interaCtiVe
PRACTICES ON THE FEDERAL AND STATE-WIDE LEVEL
Please visit www.exlpharma.com/event-agenda/1063
• Review of timelines, deliverables and beginning the preparation for for agenda additions
reporting requirements
• Examination of internal tracking systems to meet new demands to 5:00 CLOSE OF DAY ONE
collect, organize, track, retain, and report sampling information and
data accurately and completely
• Strategy preparation for sample allotment – how will increased
transparency affect a physician decision to accept samples?
MODerateD bY: alexis Stroud, regulatory Compliance Manager,
Q PharMa
PaneLiStS:
Sara Frank, associate Director, Commercial Compliance, biOGen iDeC
Katherine e. Cartwright, MPa, Director, Corporate Compliance,
the SPeCtranetiCS COrPOratiOn
Marjorie Powell, Senior assistant General Counsel, PhrMa

4. DAy TWO – October 26th, 2010
Main Conference
8:00 BREAkFAST PaneLiStS:
Susan Chimonas, associate research Scholar, inStitUte On
9:00 CHAIRPERSON’S DAY TWO WELCOME AND RECAP MeDiCine aS a PrOFeSSiOn
Deborah Coburn, Manager, Sales & Operations Planning, Marjorie Powell, Senior assistant General Counsel, PhrMa
JOhnSOn & JOhnSOn DiabeteS Care FranChiSe Please visit www.exlpharma.com/event-agenda/1063
for agenda additions
UCB Case Study
12:30 LuNCH IS SERVED
9:05 MEASuRING THE IMPACT OF THE SALES FORCE IN A CONTROLLED
VERSuS NON-CONTROLLED REGuLATORY ENVIRONMENT Allocation and Accountability
• Background, goals and structure for the exercise
1:30 PANEL DISCuSSION: HOW AN INTERNAL INFRASTRuCTuRE
• Characteristics of a controlled group which used vouchers for
Healthcare Providers versus a non-controlled group which continued CAN BE uSED PROPERLY TO SuPPORT SuCCESSFuL
normal sampling practices COMMERCIAL PROMOTIONS
• Results and findings for subsequent sampling strategy • The importance of quality and use of healthcare professionals to
drive promotional activity
James Corbett, Manager, Field technology, UCb, inC.
• Using customer master databases, HCP data and systems to build
9:45 TECHNOLOGY SHOWCASE: AVAILABLE PLATFORMS AND lists and assess effectiveness
TECHNOLOGIES THAT CAN INTRODuCE INCREASED EFFICIENCY • Growing your HCP database and list management processes for
TO YOuR SAMPLING STRATEGY AND DIFFERENTIATE YOuR promotions and research
BRAND FROM COMPETITORS Scott Schwartzman, Former Senior Manager, Customer information
Management, PFiZer (WYeth)
Examples of Products Showcased:
• Software systems to provide accurate compliance 2:15 CRITICAL SAMPLING STRATEGY FACTORS FOR BOOSTING
• Prescription coupons, savings and support portals/content SCRIPTS DuRING DIFFERENT PHASES OF THE PRODuCT
managers for online ordering LIFECYCLE
• Web-based fulfillment (e-Sampling) technologies and order
processing for companies looking to fill gaps in any areas • Developing an initial sampling strategy to create market share during
product launch
LeaDerS: • Continuing a sampling program past patent expiration to maintain
terry hamilton, Vice President of Sales, OPtiMiZerx.COM market-share
Glen Laneve, Director of Sales & Operations, hOWeLL MarKetinG • How indication, therapeutic area, competitive landscape and other
SerViCeS key factors can determine life cycle strategy
Speaker to be Determined, ePOCrateS
3:00 PANEL DISCuSSION: LEVERAGING THE BENEFITS OF SAMPLE
10:30 NETWORkING & REFRESHMENT BREAk
SEND VS. SAMPLE CARRY
Coupon/Voucher Allocation • How do you measure return on investment accurately?
Optimization • How do you train representatives effectively to ensure that when they
sample they get something back from the doctor in return?
11:00 IMPROVING PROFITABILITY THROuGH COuPON/VOuCHER • What is the future for sampling? Will all companies get together to
ALLOCATION OPTIMIzATION STRATEGIES WITHOuT LOSING cease it completely (except for genuine starter packs/titration packs)
PHYSICIAN OFFICE SHELF AND BIN SPACE TO COMPETITORS in the near future?
MODerateD bY: Deborah Coburn, Manager, Sales & Operations
• Examining if the relationship between written physician prescriptions Planning, americas, JOhnSOn & JOhnSOn
and pharma sales rep Coupon/Voucher distribution is an accurate
key performance indicator PaneLiStS:
Steve Gransden, VP technical Marketing, J KniPPer & CO, inC
• Avoiding the loss of new starts due to the lack of Coupon/Vouchers
James Corbett, Manager, Field technology, UCb, inC.
• Tools for continued reach and scope despite a shrinking sales force
andrew Watson, Senior Product Manager, Vyvanse CrM, Shire
andrew Watson, Senior Product Manager, Vyvanse CrM, Shire PharMaCeUtiCaLS
PharMaCeUtiCaLS
3:45 CLOSE OF CONFERENCE
11:45 WILL INCREASED TRANSPARENCY AND REPORTING OF SAMPLE
DISTRIBuTION CREATE AN IMPRESSION OF AN INAPPROPRIATE
RELATIONSHIP BETWEEN THE MANuFACTuRER AND RECIPIENT?
• Will prescribers discontinue accepting samples if any form of disclo-
sure is required?
• Are generic options likely to become prescribed more then brands?
• Can increased disclosure by manufacturers result in less availability
of medications for patients of free clinics?
MODerateD bY: Deborah Coburn, Manager, Sales & Operations
Planning, americas, JOhnSOn & JOhnSOn

5. Media Partners Questions? Comments?
Do you have a question or comments that
you would like to be addressed at this
event? Would you like to get involved as a
speaker or discussion leader?
Please email Conference Director, Matt
Millman at mmillman@exlpharma.com
Five Ways to Register Group Discount Program:
Save 25% Per Person when Registering Four
Fax: 888-221-6750 For every three simultaneous registrations from your company, you will receive
Mail: ExL Events, Inc. a fourth complimentary registration to the program (must register 4 at one time).
This is a savings of 25% per person.
555 8th Ave, Ste 310
New York, NY 10018 Save 15% Per Person when Registering Three
Phone: 866-207-6528 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
Online: www.exlpharma.com 866-207-6528.
Email: register@exlpharma.com
IMPORTANT!! Offers may not be combined. Discount only applies to stan-
dard rate. Make checks payable to ExL Events, Inc. and write code P733 on
Registration Fees for Attending ExL’s 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.
6th Annual Pharmaceutical Sampling
There will be an administrative charge of $300 to substitute, exchange and/
Strategies & Alternatives Conference: or replace attendance badges with a colleague occurring within five business
days of the conference.
Pharma, Biotech,
EARLY BIRD PRICING Device & Cancellations: If you need to cancel your registration for an upcoming ExL
Diagnostic Standard conference, please note the following policies derived from the Start Date of
Register by Friday, September 10th Company Rate* Rate
the event:
to Take Advantage of Four weeks or more: A full refund (minus a $95 processing fee), or a voucher to
Early-Bird Pricing: another ExL event valid for two years from the voucher issue date.
Conference + Workshop $1995 $2195 Four weeks or Less: A voucher to another ExL event valid for two years from
Conference Only $1695 $1895 the voucher issue date.
STANDARD PRICING To receive a refund or voucher, please fax your request to 888-221-6750.
Register After Friday, September 10th: Conference registrations may be transferred to other colleagues in the event you
are unable to attend. Please notify ExL Pharma, info@exlpharma.com, prior to the
Conference + Workshop $2195 $2395
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Conference Only $1895 $2095
ONSITE PRICING 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
Conference + Workshop $2295 $2495 be made.
Conference Only $1995 $2295
*The opinions of this faculty do not necessarily reflect those of the companies
* The Pharma, Biotech, Device & Diagnostic company rate applies to attendees they represent or ExL Events, Inc.*
employed by these corporations.
To Register: Call 866-207-6528 or visit us at www.exlpharma.com/6thsampling

6. Se Inc P
p r
te reas ices
Contact Matthew Millman at 212-400-6237 or mmillman@exlpharma.com
m e
be
Af
❑ Amex
te
r1 r
presents: 0 th
The 6th Annual
Multi-Channel
PLEASE MENTION PRIORITY CODE: Conference Code P733
❑ Discover
Conference
Chairperson
Make checks payable to ExL Events, Inc.
❑ Credit Card
Deborah Coburn, Manager,
Sales & Operations
Planning, Americas,
SAMPLING STRATEGIES
JOHNSON & JOHNSON
❑ Visa
Speaking
Faculty
● Katherine E. Cartwright,
❑ MasterCard
MPA, Director,
Gaining Physician Access Despite Tightening Regulations
555 8th Avenue, Suite 310
Corporate Compliance,
Using a Multi-Channel Approach THE SPECTRANETICS
Method of Payment: ❑ Check
Name on Card
New York, NY 10018
CORPORATION
● Susan Chimonas,
October 25th–26th, 2010 | Loews Hotel Philadelphia, PA
Questions? Comments?
Associate Research
Scholar, INSTITUTE
Regulator Perspective ON MEDICINE AS A
PROFESSION
● James Corbett,
Navigating Vermont’s Recently Passed S.88 Bill: The Disclosure and Manager, Field
Reporting Process for All Samples Disseminated in Vermont Technology, UCB, INC.
Card Type:
Card Number
● Sara Frank,
Wendy Morgan, Assistant Attorney General, VERMONT ATTORNEY GENERAL’S OFFICE
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Exp. Date
Associate Director,
Commercial Compliance,
BIOGEN IDEC
Featured Presentations ● Steve Gransden,
Vice President,
Technology Marketing,
Email: register@exlpharma.com
Improving Profitability through Coupon/ Measuring the Impact of the Sales Force KNIPPER
Voucher Allocation Optimization in a Controlled Versus Non-Controlled ● Lori Greene,
Director, Compliance,
Strategies without Losing Physician Regulatory Environment STEIFEL LABORATORIES
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Featured Panel Discussion ● Wendy Morgan,
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ATTORNEY GENERAL’S
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OFFICE
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❑ Register Me for the Conference Only
● Marjorie Powell,
MODERATED BY: Alexis Stroud, Regulatory Compliance Manager, Q PHARMA
State
Senior Assistant General
Title
Online: www.exlpharma.com
PANELISTS: Sara Frank, Associate Director, Commercial Compliance, BI OGEN IDEC Counsel, PhRMA
555 8th Ave, Ste 310
New York, NY 10018
Katherine E. Cartwright, MPA, Director, Corporate Compliance, THE SPECTRANETICS CORPORATION ● Thomas P. Quinn, R.Ph.
Senior Vice President,
Marjorie Powell, Senior Assistant General Counsel, PhRMA Commercialization,
Mail: ExL Events, Inc.
PHYSICIANS
Sponsors & Exhibitors INTERACTIVE
Please contact me:
● Scott Schwartzman,
Former Senior Manager,
Customer Information
Management, PFIZER
(WYETH)
Telephone
● AlexisStroud,
Company
Address
Regulatory Compliance,
Name
Email
Dept.
Q PHARMA
City
● Andrew Watson,
Senior Product Manager,
Vyvanse CRM, SHIRE
To Register: Call 866-207-6528 or visit us at www.exlpharma.com/6thsampling PHARMACEUTICALS