Innovate in an era of cost-effectiveness: Realise the value of personalised medicine • How is your business model evolving? Transform from Blockbuster to Nichebuster • Discover how to strengthen your drug pipeline with companion diagnostics • How to access the market • Hear about the expectation of the pharmaceutical and diagnostics industry and payors • Discover how pharmaceutical companies and diagnostics companies can work together successfully Powerful reasons to attend the event: Get the latest information on personalized medicine at your fingertips. With access to exclusive keynote sessions and a very focused agenda, you’ll gain more in just 2 days than from weeks of market research or by purchasing expensive reports. Expert speakers from Roche, Merck, Biomerieux, NICE, Pfizer and GSK will share their vision and best practice case studies. You can really profit from their knowledge and create powerful new strategies to overcome your business challenges. Unrivalled networking. Claim your seat at the table with all the key industry decision-makers and thought leaders to ensure you leave this meeting with your briefcase full of valuable contacts. Plus benefit from a number of structured 1-1 meetings during the networking breaks. Senior level decision-makers in attendance. Rub shoulders with the leading executives in personalized medicine from the U.S. and around the world to give your commercial enterprise a truly global perspective. No sales pitches. Personalized Medicine & Diagnostics is an independently researched forum committed to equip you with the tools and expertise to drive your business forward. Every single presentation is rigorously reviewed to ensure an unrivalled high quality.

1. europe’s premier meeting that brings together the pharmaceutical
Save € 200
orGAnIsed & reseArched By
and diagnostics industry
WhEn you rEgiStEr bEforE
28th January 2011
pErSonaliSEd MEdicinE
& diagnoSticS EuropE
9-10 March 2011, novotel london St. pancras, uk
innovate in an era of cost-effectiveness: realise the value of
personalised medicine
3 How is your business model evolving? Transform from Blockbuster ExpErt SpEakErS
to Nichebuster AndreA rAppAGlIosI
Vice president european Government Affairs,
3 How to take advantage of the economic and business trends in gSK and president,
personalised medicine europaBio
hAns wInkler
3 Strengthen your drug pipeline with companion diagnostics senior director, head of oncology Biomarker
development, ortho Biotech oncology,
3 Overcome the challenges in regulation and market access Johnson and Johnson
3 Hear about the expectation of the pharmaceutical and diagnostics Pharmaceutical
industry and payors IAIn d. mIller
executive director, theranostics
strategy and Business development,
3 Discover how pharmaceutical companies and diagnostics companies
can work together successfully Biomerieux
Glyn coleBrooke
senior director,
CONfereNCe 3 TOPICS & SPeAKerS 3 NeTwOrKINg 3 Business development,
senior level executives from we listen to what the industry during the 12+ hours of dedicated Philips
the most relevant sectors come wants. the program of the event networking, you’ll rub shoulders
together for exclusive keynote was structured in conjunction with with the sharpest minds in AdAm heAthfIeld
sessions, case reports and high senior level executives to make it the industry. no other event director science policy,
level business discussions that will as applicable and useful as possible. can provide you with 2 days of
set the pace of future therapeutics. the best qualified speakers will business focused networking
Pfizer
be sharing their knowledge and with some of the most influential
experience with you! people in your field.
nIck crABB
Associate director,
diagnostics Assessment programme
An excellent conference which delivered what Centre for Health Technology
it said on the tin! evaluation, NICe
cAthArIne GoddArd,
principal translational scientist, Pfizer Good meeting,
In AssocIAtIon wIth:
perfect number of
delegates, excellent
discussion and
interactions
JAmes clArk
MDx Health
offIcIAl medIA pArtner: medIA pArtners:

2. welcome to personalised medicine & diagnostics europe
Dear Colleague …
our global business intelligence has revealed widespread 3 out who “big pharma” is partnering with and why
find personalised medicine & diagnostics europe is a land-
pressure to streamline, increase operational output and showcase of latest technology
3 mark on the industry calendar and a priority for all
reduce costs. the pharmaceutical industry has received professionals serious about the future of drug develop-
a call to action! translating findings across the value As diagnostics expert who wants to diversity your prod- ment with companion diagnostics.
chain and sub-grouping patients can deliver proven uct portfolio and take advantage of this fast growing
roI, and is the biggest area of growth in the healthcare sector you will find out how to partner with pharma- Personalised Medicine & Diagnostics europe is the
sector. so what’s holding personalised medicine back ceutical companies and what they are looking for. only event you’ll need to attend in 2011!
and when will mass adoption become a reality? so secure a front row seat for an unobstructed view of
Personalised Medicine & Diagnostics europe the future of the pharmaceutical industry! reserve your
In 2011, we have produced an agenda that will prepare boasts of: place today (via our website or the registration form en-
you for the new era of personalised medicines. It has closed in this brochure).
expert personalised medicine speakers from pharma,
3
been described as do-or-die for the pharma industry by I look forward to meeting you in london this march.
biotech, diagnostics and regulatory agencies will
some experts.
provide cutting-edge strategies and market intelligence
3 will discuss successful and failed cases to
they
I have invited the most forward-thinking leaders from
give you the toolkit for your successful product
the industry to discuss the roadmap to a strong industry
development yours,
growth.take a look at some key discussion points in 2011:
meet the companies that are looking for partner-
3
Analysis of the personalised medicine market in
3 ships and discover how you can work together
europe and globally meet new solution providers who will present their
3
3 out what the value of companion diagnostics is
find developments and technologies that help you with JohAnnes stAntA
learn how to overcome market access hurdles for
3 your challenging problems Ph.D., Vice President,
personalised medicines and companion diagnostics Unparallel networking is the icing on the cake!
3 eyeforpharma
jstanta@eyeforpharma.com
expert speakers include:
Andrea rappagliosi stefan müllner louise leong
Vice president european Government Affairs, ph.d., ceo, ph.d., head of r&d, Association of the British
gSK and president Protagen Ag pharmaceutical Industry, ABPI
europaBio
Angela flannery charles swanton Glyn colebrooke
ph.d., director, r&d science policy ph.d., head translational cancer senior director Business development
AstraZeneca therapeutics, Cancer research UK Philips
Adam heathfield pietro scalfaro matthew w. Beer
ph.d., director science policy ph.d., director of Business Unit diagnostics, ph.d., managing director oncology marketing,
Pfizer Debiopharm Quest Diagnostics
hans winkler nick crabb eddie Blair
ph.d., senior director, head of oncology Biomarker ph.d., Associate director, diagnostics Assessment ph.d., managing director,
development, ortho Biotech oncology, programme, centre for health technology Integrated Medicines
Johnson and Johnson Pharmaceutical r&D evaluation, NICe (national Institute for health and clinical excellence)
michael motz Gabriel Vargas david Gonzalez de castro
ph.d., director, m.d., ph.d., Biomarker expert at ph.d., head of molecular diagnostics,
Business development and partnering, Hoffmann-La roche The royal Marsden Hospital and The Institute of
roche & head of the CNS Clinical Biomarker group Cancer research
Alexander natz John lambert James clark
ll.m., secretary General, eUcope and head mBBs, ph.d, mmed, mfpm, frAcp, Vice president ph.d., Vice president research and development,
of Brussels office, Bundesverband der chief medical officer early phase clinical Unit, MDx Health
Pharmazeutischen Industrie e.V. (BPI) Parexel
Iain d. miller Ansar Jawaid paolo morgese
executive director, theranostics strategy and ph.d., Global diagnostics Brand manager, Associate director, market Access,
Business development, Global commercial, MerckSerono
Biomerieux AstraZeneca
for the full speaker line-up and the most up to date information visit
www.eyeforpharma.com/personalisedmedicine

3. personalised medicine & diagnostics europe at a Glance
3
1-2-1 COLLABOrATION MeeTINgS
In addition to providing a programme that is designed to give delegates plenty of information
that will help them solve their business challenges, the event will also include an option for Good meeting, the per-
delegates to take part in a number of structured 1:1 ‚matchmaker‘ or collaboration meetings. fect number of delegates,
excellent discussion and
3 interactions.
CONfereNCe JAmes clArk, MDx Health
Personalised Medicine & Diagnostics europe, 9th - 10th March, Novotel London St. Pancras, UK
New fOr 2011 DAy ONe – 9th mArch 2011 DAy TwO – 10th mArch 2011
3 A best practice guide on integrating MOrNINg OPeNINg KeyNOTe AND SeSSION 3:
diagnostics in the drug development PLeNAry SeSSIONS BUSINeSS MODeLS THAT ACHIeVe THe
process hear where the industry is moving and get DeVeLOP PerSONALISeD MeDICINe
the latest updates PrODUCTS
3 companies that are looking for discover how to strengthen the drug
partnerships SeSSION 1: pipeline with companion diagnostics and
3 the best speakers from the industry PerSONALISeD MeDICINe MArKeT how this trends is becoming a necessity
OVerVIew
3 All vital industry topics examine major trends and learn where to - Networking Lunch -
invest your efforts
3 more case studies about the good SeSSION 4:
and the bad - Networking Lunch - ASSeSSINg, PrICINg AND reIMBUrSINg
3 what diagnostics companies need PerSONALISeD MeDICINe
to provide to be seen a great partner SeSSION 2: focus your efforts on the right areas
for the pharmaceutical industry INTegrATe COMPANION DIAgNOSTICS and find out what the emA and health
IN THe DrUg DeVeLOPMeNT PrOCeSS technology Assessment departments are
3 networking with all key industry expecting
players in personalised medicine - Networking Drinks Party -
and companion diagnostics - Closing Address -
3
NeTwOrKINg AND exHIBITION
face-to-face networking is key to survival The only exhibition floor you’ll need
in 2011. you’ll rub shoulders with the the personalised medicine & diagnostics
sharpest minds in r&d during the 12+ hours exhibition floor is an opportunity to see, discover
of dedicated networking. no other event and understand new products and solutions in
can provide you with 2 days of business action. spaces are limited. Get in touch today
focused networking with some of the with richar ellis on +44 20 7375 7170 or
most influential people in your field. Build rellis@eyeforpharma.com to secure your place.
relationships and grow your contact list
in 2011 to transform the future of your
business.
Join our lively conference group on
and become a part of the global buzz surrounding the conference.

4. day 1: wednesday march 9th 2011
sessIon 1: Accelerate drug development through the role of efficacy biomarkers in drug-
Personalised medicine market confident and data-based decision diagnostics co-development programs
overview making
3 how to strengthen the drug pipeline with
3 Increase likelihood of clinical benefit: experiences companion diagnostics and how this trends is
An initiative for stratified medicines and strategies in data-driven patient selection becoming a necessity
based on predictive biomarkers. 3 discuss the challenges of companion diagnostics
3 the future of personalised medicine in europe 3 Best ways to master the critical issue in the devel- development in central nervous system diseases
3 what is the Uk government plan to create an opment process: assessing clinical efficacy of novel and how to approach them
environment in which the industry can flourish and medicines early.
grow and how that will transform the european 3 discuss the key factors in translational science for an Gabriel Vargas, m.d., ph.d., Biomarker expert & head
industry? efficient diagnostics co-development of the cns clinical Biomarker Group, Hoffmann-La
3 learn how public and private partnership could roche
lead to an integrated approach to tackle the issues hans winkler, ph.d., senior director oncology
of uptake and reimbursement Biomarkers, Janssen Pharmaceutical Companies of dnA methylation patterns in cancer
Johnson & Johnson
Angela flannery, ph.d., director, research and research and the use in companion
development science policy, AstraZeneca diagnostics
how to use biomarkers in early clinical
drug development to support person- 3 learn about the challenges in cancer analytics and
alised medicine strategy diagnostics development and how mdx health is
sessIon 2: addressing these
3 Identify the key factors for translational science in 3 discuss how dnA methylation in cancer discovery
Integrate companion diagnostics diagnostics development and prediction can overcome common problems in
in the drug development process 3 learn to use the best strategies to maximise the pharmacogenomics
value of biomarkers and strengthen your develop-
ment pipeline James clark, ph.d., Vice president research and
provide efficient molecular diagnostics 3 hear about successful cases in molecular diagnos- development, MDx Health
and molecular pathology service for tics and how to move from technologies to
cancer patients treatments
3 learn what is required to implement molecular John lambert, mBBs, ph.d, mmed, mfpm, frAcp, Vice sessIon 3:
diagnostics in the clinic
3 the challenges of molecular diagnostics in routine
president chief medical officer early phase clinical Business models that achieve the
Unit, Parexel
real-life practice in the Uk and how the royal development of personalised
marsden hospital has found solutions in a wide port
folio of personalised cancer medicines
medicine products
digital histopathology stratified medi-
3 the future directions of molecular pathology and
clinical trials. horizon mapping cine and robust companion diagnostics. deliver personalised medicines to the
patient
david Gonzalez de castro, ph.d., head of molecular 3 Assessment of tissue architecture as the entry point
diagnostics, The royal Marsden Hospital and for personalising cancer treatment
3 learn how to develope and deliver a global diag-
The Institute of Cancer research (ICr) 3 discover how digital management of histopatho-
nostic strategy on the example of Astrazeneca’s
logy images introduces the opportunity to improve
oncology drugs
accuracy, collaboration, reporting and archiving
3 discuss practical initiatives that have driven
3 new digital systems allow for automated high
diagnostic testing
overcome challenges in cancer throughput histopathology on a platform that have
3 find out how to meet the needs of different
medicine biomarker discovery a straightforward journey from discovery to clinical
countries to successfully launch a personalised
practice
medicine globally
3 discover the reasons for limited examples of pre-
dictive biomarkers in oncology practice and how Glyn colebrooke, senior director Business
Ansar Jawaid, ph.d, Global diagnostics Brand manager,
to overcome this development, Philips
global Commercial, AstraZeneca
3 discuss how functional genomics can be integrated
with parallel clinical trials to accelerate biomarker Using autoantibodies in companion
discovery
3 the major challenges to personalised medicine
diagnostics
and predictive biomarker discovery in cancer
research – can a multi-disciplinary collaborative 3 Autoantibodies vs. genomic based markers in
approach address this? patient stratification and therapy selection:
the superiority debate
charles swanton, ph.d., head translational cancer 3 A new concept: Autoantibody signatures for the
therapeutics, Cancer research UK development and validation of dx and cdx marker
panels
stefan müllner, ph.d., ceo, Protagen

5. day 2: thursday march 10th 2011
successful strategies in personalised INTerACTIVe PANeL SeSSION: INTerACTIVe PANeL SeSSION:
medicine: learnings from a global IVd how to align business models and development what constitutes value in a companion diagnostic?
company time-lines between pharmaceutical and diagnostics
companies Anne Bruinvels, ph.d., executive director,
3
3 discover the strategic perspective on the personal- 3 matthew w. Beer, ph.d., director oncology european Personalised Medicine Association
ised medicine market from an IVd viewpoint marketing, Quest Diagnostics 3 crabb, ph.d., Associate director,
nick
3 discuss successful co-development and alliance 3 eddie Blair, ph.d., managing director, Diagnostics Assessment Programme, NICe
management models in cancer and infectious Integrated Medicines paolo morgese, Associate director,
3
disease 3 Angela flannery, ph.d., director, research and market Access, MerckSerono
3 Gain inisight into how Biomerieux made successful development science policy, AstraZeneca
partnerships with Gsk, merck, Ipsen, and transgene
to mutually benefit all stakeholders sessIon 4: sessIon 5:
Iain d. miller, ph.d., executive director, theranostics The challenges of assessing, Make partnering work across the
strategy and Business development, Biomerieux pricing and reimbursing industry
personalised medicine
the evolution of an alternative business how to effectively interface molecular
model in the pharmaceutical industry changes in the German market diagnostic during drug development to
for pricing and reimbursement of prepare for personalised medicine
3 Identify the key factors for moving from technolo-
gies to treatments to stay at the forefront of the
innovative pharmaceuticals
3 Best ways to find key capabilities to make optimal
industry
3 learn who are the key players in the German market and evidence based decisions
3 learn about the emerging diagnostics areas to focus
3 discover what will happen with the German htA 3 pitfalls of data-based decision making and using
your efforts in the areas with the highest potential
and which impact the early benefit assessment quality of data over quantity
3 discuss cases of pre-and post-approval collabo-
under § 35a sGB V will have on your market access 3 how to manage the partnering expectations to
rations to make evidence based decisions in your
strategy. ensure shared vision and values and to get the right
partnering strategies
3 hear about the pitfalls in price negotiations and the balance of time, quality and cost
impact of reference pricing
matthew w. Beer, ph.d., director oncology marketing,
pietro scalfaro, m.d., director Business Unit diagnostics,
Quest Diagnostics
Alexander natz, ll.m., secretary General, eUcope and Debiopharm group
head of Brussels office, Bundesverband der
how to ensure long term success in Pharmazeutischen Industrie e.V. (BPI)
work on an unified strategy for
delivering personalised medicine personalised medicine
the nIce diagnostics assessment
3 Investigate best strategies for the co-development
of drugs and diagnostics and hear what has worked
programme 3 learn how the formation of new r&d partnerships
has transformed the outlook for personalised
and what hasn’t
3 learn about nIce and the new diagnostics medicine in the Uk
3 partnership trends in the industry and what roche
Assessment programme 3 Get a deep dive and analysis of partnerships that
is looking for in a strategic partner and diagnostics
3 discuss the methodology challenges in the assess- have been consummated
co-developer
ment of clinical and cost effectiveness of diagnostic 3 hear about the role of clusters in fostering partner
technologies ship in personalised medicine, including case studies
michael motz, ph.d., director, Business development
3 hear about nIce’s view on the assessment of
and partnering, roche
companion diagnostics louise leong, head of research and development,
Association of the British Pharmaceutical Industry
personalised medicine in a era of cost- nick crabb, ph.d., Associate director, diagnostics (ABPI)
effectiveness Assessment programme, National Institute for Health
and Clinical excellence (NICe)
3 what are the challenges in adding diagnostics to philippe mourere, Caliper Life Sciences,
clinical practice and do medicines developers the european policy agenda in
(about personalised medicine Us 2010)
benefit from it? personalised medicine
3 discuss the importance of diagnostics for commer-
cial and research success 3 what is on the agenda of the european commission
3 what pfizer has learned from personalised medicine and how will it effect personalised medicine? The speakers selection
experiences to date and the impact on research, 3 focus your efforts on the right areas and find out
cost, time of development and commercialisation what the emA and health technology Assessment was great - covered the
Adam heathfield, ph.d., science policy director, Pfizer
departments have planned. promises and challenges
3 can the transparency directive support the
improvement of access to personalised medicine? of personalised medicine
Andrea rappagliosi, Vp european Government
strategies in the discovery
Affairs & head of Brussels office, gSK. and diagnostic areas.
chair of the europaBio Healthcare Council

6. key reasons why you can’t miss the conference
knoW Who you’ll bE rubbing ShouldErS With in March 2011
Attendees by Industry sector:
SPLIT By SeCTOr: SPLIT By JOB TITLe:
media
other consultant
3%
8% ceo/president/Vice
5%
president
director
Academia 11% 26%
14%
Industry
manager
(pharmaceutical,
Biotechnology & 16%
technology
diagnostics)
provider/cro
15% 63% head
scientist/researcher 21%
18%
Industry sectors: Pharmaceutical, biotech, diagnostic
diagnostic Biomarker
Business companion development health research
development diagnostics economics
new products &
portfolio strategy
regulatory
who’s attending?
Affairs personalised
therapy
strategic scientific/medical
market Access partnering Affairs research
scientist
Top reasons to become a sponsor of Personalised Medicine & Diagnostics today!
promote your technology in a show-case presentation or a full speaking slot and be
3
part of the program
3 up now to secure the best booth on the expo floor and give your products and
sign
Join our dedicated
services the competitive edge.
meet directly with your best prospects and clients. personalised medicine & diagnostics
3
LinkedIn group at
europe is the event where industry leaders make informed decisions.
3 up early to capitalised on pre-event visibility via our network of key industry
sign
www.linkedin.com
players to guarantee that everyone talks about you.
don’t forget that personalised medicine & diagnostics europe is the place where new
3
relations are forged and partnerships start. grOUP SeArCH:
3 the right thing for your company and book your space now before the exhibition
do eyeforpharma Translational Medicine
space sells-out. Innovation
contact richard ellis today to get your quote at rellis@eyeforpharma.com or +44 20 7375 7170

7. three simple steps to register now!
Staying in london?
we want to invite you to extend your stay in
london either before or after the summit, and
you are more than welcome to bring a partner.
we’ve negotiated special rates in the novotel st.
pancras for you. for further information on how
to book, visit the venue page on our website
www.eyeforpharma.com/personalisedmedicine
SeLeCT PASS TyPe
PHArMA, BIOTeCH & DIAgNOSTICS COMPANIeS SUPer eArLy BIrD eArLy BIrD STANDArD PrICe
register by 17.12.2010 register by 28.01.2011
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two
3 event recordings
full
3 report on personalised medicine
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ACADeMIA AND gOVerNMeNT € 995 + VAt € 995 + VAt € 995 + VAt
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register by 17.12.2010 register by 28.01.2011
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two
3 event recordings
full
3 report on personalised medicine
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two
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full
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two
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TerMS AND CONDITIONS places are transferable without any charge i.e. you can change the name of the attendee for the organizers reserve the right to make changes to the program without notice. All prices displayed are exclusive of tax unless otherwise
free. cancellations before 9th february 2011 incur an administrative charge of 25%. If you cancel your registration after 9th stated. tax will be charged, where applicable, at the prevailing rate on the invoice date and the relevant details will appear on the invoice.
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cancellation, or we will be obliged to charge you the full fee. is no material error in the price advertised on the website.

8. europe’s premier meeting that brings together the pharmaceutical
Save € 200
orGAnIsed & reseArched By
and diagnostics industry
WhEn you rEgiStEr bEforE
28th January 2011
pErSonaliSEd MEdicinE
& diagnoSticS EuropE
9-10 March 2011, novotel london St. pancras, uk
innovate in an era of cost-effectiveness: realise the value of
personalised medicine
powerful reasons to attend:
industry buzz about eyeforpharma’s
1 6 MONTH’S reSeArCH with executives from the top 20 pharma and diagnostics
companies like pfizer, AstraZeneca, novartis, roche, Biomerieux have ensured
we know exactly what yoU need to know when it comes to to succeeding in the
past personalised and translational
medicine conferences:
“Well worth the money”
growing market of personalised medicine.
Jonathan sheldon, IDBS
2 exPerT SPeAKerS. the leading minds and key opinion leaders from roche, merck,
Biomerieux, nIce, pfizer, Gsk will share their vision and best practice case studies.
you can really profit from their knowledge and create powerful new strategies to
overcome your business challenges.
“An excellent conference which deli-
vered what it said on the tin!”
catharine Goddard, Pfizer
“Great event!”
3
doina roman, Takeda global r&D
UNrIVALLeD NeTwOrKINg. claim your seat at the table with all the key industry
decision-makers and thought leaders to ensure you leave this meeting with your “An interesting meeting with
briefcase full of valuable contacts. plus benefit from a number of structured good content and good
networking opportunities”
1-1 meetings during the networking breaks.
mads Almose røpke, LeO Pharma
4 SeNIOr LeVeL DeCISION-MAKerS IN ATTeNDANCe. rub shoulders with the “I appreciated the openness and
leading executives in drug development from europe and around the world to interactivity of the sessions”
Inge de lepeleire,
give your commercial enterprise a truly global perspective.
Merck Sharp & Dohme, Inc.
5 NO SALeS PITCHeS. personalised medicine & diagnostics medicine is an “Well organised, high level and
independently researched forum committed to equip you with the tools and interesting programme.
Good speakers.”
expertise to drive your business forward. every single presentation is rigorously elina serkkola, Orion Pharma
reviewed to ensure an unrivalled high quality.
4 EaSy WayS to
New fOr 2011
In addition to providing a programme that is designed to give delegates plenty
rEgiStEr
Call +44 (0) 20 7375 7225
of information that will help them solve their business challenges, the event fax +44 (0) 20 7375 7576
will also include an option for delegates to take part in a number of structured email register@eyeforpharma.com
1:1 collaboration meetings. Online www.eyeforpharma.com/
personalisedmedicine
In AssocIAtIon wIth: offIcIAl medIA pArtner: medIA pArtners: