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Track 3
Thursday, March 8, 2012

Session 1
Reimbursement: Will They Pay?
The Changing Role of Payers in a Product’s Success
10:00AM – 11:15AM

Life sciences companies have traditionally focused their marketing efforts on physicians and patients, with less of an emphasis on payers. With a growing number of innovative products coming to market at high price points, targeting physicians and patients does not spell success, especially for high priced products. Approval by the FDA is not enough for a successful launch and sustained growth. Increasing consumerism and demands for choice in medical care have prompted payers to design benefits with high out of pocket costs for new products that act as barriers to adoption of products with uncertain value from the payers’ perspective. Therefore, it is important to consider what payers value during product development and to go to market with strong evidence of clinical and economic value.

The panel will use case studies from biopharma to illustrate when comparative effectiveness and real world data need to be considered as part of product’s profile. A framework will be discussed for determining which types of products and when in the life cycle comparative effectiveness, value based pricing, innovative contracting and services augment the value of a product for payers in the US.

Moderator

Glenn H. Snyder
Principal, Life Sciences
Deloitte Consulting LLP

Panel Speakers

Shawn Becker, M.D.
Vice President, Marketing and Reimbursement
Pathwork Diagnostics

Jennifer Bonilla, Ph.D.
Senior Director, Market Strategy and Portfolio Planning
Genomic Health, Inc.

Marianne Laouri, Ph.D.
Specialist Leader, Lifesciences Strategy
Deloitte Consulting LLP

Art Small, M.D.
Head, Oncology, Outcomes Research, US Medical Affairs
Genentech, a member of the Roche group

Session 2
The Biotech Product Launch: Not Necessarily Destined for Failure
11:45AM – 1:00PM

Tired of Wall Street naysayers raining on your launch parade? Cautious investors and ambitious biotechs have historically clashed on the issue of biotech commercial launches in the US and whether or not companies will meet expectations. While more than half of product launches in the past ten years have been less than favorable, several recent biotech product launches have managed to shine. Armed with recent launch tales and experience under their belt, industry veterans on this panel will offer a dynamic perspective into the logistics of a biotech launch and how it can be successful. Investors explain why they are holding on to their preconceived notions about “selling” the launch.

Moderator

Gregory R. Wade
Managing Director, Healthcare Equity Research
WEDBUSH

Panel Speakers

Selena A. Chaisson, M.D.
Director of Healthcare Investments
Bailard, Inc.

Darren Cline
Vice President, Managed Markets
Seattle Genetics

Paulash Mohsen
President and Country Manager
Optimer Pharmaceuticals, Inc.

Oleg Nodelman
Portfolio Manager
Biotechnology Value Fund, Inc.

Linda L. Schock
Director, Government Programs
Compliance Implementation Services, LLC

Session 3
Flexing Commercial Muscle Beyond the US
2:45PM – 4:00PM

Commercialization trends vary from product to product, especially when launching overseas. California has seen many biopharmaceutical companies successfully commercialize new drugs, devices and diagnostics across the globe, but success at home is not indicative of success abroad. How can a small company build an overseas commercial business and what factors impact the decision to go it alone? With lower regulatory hurdles ex-US, will companies continue to favor ex-US partnering or flex their own commercial muscle in foreign territories? Top executives that have recently lived through these decisions will share experiences from their product launches, lessons learned, and their current strategy for global commercialization.

Moderator

Jason Forschler
Executive Director, Healthcare Investment Banking
JP Morgan

Panel Speakers

Pedro Lichtinger
Chief Executive Officer
Optimer Pharmaceuticals

Brian O’Callaghan
President & CEO
Sangart Inc.

Vladimir E Ostoich, Ph.D.
Vice President of Government Affairs and Vice President of Marketing for the Pacific Rim
Abaxis, Inc.

Patrick Reichenberger
Vice President, Commercial Operations
Raptor Therapeutics

Session 4
Orphan and Ultra Orphan Drugs: Market Experiences & Opportunities
4:15PM – 5:30PM

Orphan and ultra-orphan drug areas offer emerging companies and large pharma an attractive way to diversify their portfolio, enter new markets, and form new partnerships. Such interest stems, in part, from a compelling value proposition (i.e. unique risk/reward benefits vs. peers), a better defined and faster regulatory approval process, as well as lucrative pricing and reimbursement propositions. Still, many challenges exist. This session will share insights and market experiences from leading California life science companies active in the orphan and ultra-orphan drug development markets. It will also discuss drivers and barriers to market entry and potential new opportunities.