OTC - Perspectives

The OTC/HBA National Conference, May 10-11, 2011 -
Sheraton Atlantic City Convention Center Hotel, Atlantic City NJ

Day 1 Tuesday, May 10, 2011

9:00 - 9:15am Welcome and Opening Remarks

9:15– 9:45am The Regulatory & Policy Landscape for OTC / HBA Marketing
Jim Davidson, Chairman, Public Policy Group, Polsinelli Shughart
How has the November 2010 mid-term election changed the landscape for OTC/HBA marketers in Washington? Will the efforts to revise healthcare reform package play a role in the marketing of OTC / health / wellness products going forward? What is the outlook for regulation of OTC advertising moving to a stronger FDA? Who are the key political players heading into the 2012 election season? Policy expert Jim Davidson, who has been working on advertising and regulatory issues that affect for more than 20 years, will provide insights on these and other issues in this exclusive address to the OTC / HBA Conference. Learn what changes are in store for marketers, and how to best prepare for future marketing success.

9:45– 10:30am A View from the Top: The Challenges Facing OTC/HBA Marketers in a Hyper-Competitive Marketplace
Paul Sturman, President, Pfizer Consumer Healthcare
Paul Sturman will discuss his views on the challenges facing OTC/HBA marketers in the increasingly competitive branded, store brand and generic environment and the cost consciousness of cash strapped consumers. Hear his views on how branded companies can create value added propositions.

10:30– 11:15am Networking Break

11:15-11:45pm Get Real: How Brands Are Becoming REAL to Consumers via Social Media
Jim Joseph, President and Partner, Lippe Taylor
Social media has turned out to be a huge marketing tool for brands, probably much bigger than we ever thought. It has given us all, as marketers, a chance to truly create a dialogue with our consumers and to join them in their communities. It gives us, as brands, a real voice where we can talk with our consumers, not just at them as in traditional marketing vehicles like advertising, websites, and even direct mail. Not since the toll free phone number was created have we been able to actually talk with our consumers. The result? Our brands have become much more real, much more interesting ... almost human! And we also have a much better understanding of what our consumers are thinking and feeling as they incorporate us into their lives.

11:45-12:15pm Market Segmentation in the Digital Age
Eric Paquette, Sr. Vice President, Copernicus Marketing Consulting
There is a revolution occurring in marketing communications. In a very short time, there has been anexplosion in the use of digital technologies, fundamentally changing the way that people communicate.For advertisers and media planners, a whole new communications eco-system hasevolved tointegrate “bought,” “owned” and “earned” media. This also leads to a fundamental shift in where,when and how marketers should reach key targets, and even how valuable they should consider differentgroups. Marketers can use strategic tools like marketsegmentation to guide brand teams andtheir agencies to the sweet spots. This presentation will describe how the communications world has changed and give OTC/HBA marketers guidelines to develop effective and actionable market segmentationfor the digital world.

12:15-12:45pm What We've Learned: Driving Effective Returns with Digital Media
John Mangano, Vice President Marketing Solutions, ComScore
ROI and advertising effectiveness is continuously a number one priority for all marketers. While many have historically turned to click-through rates and online sales to evaluate a campaign's success, new research proves these metrics are the tip of the iceberg. comScore has conducted countless research projects for industry-leading CPG clients and, as a result, has a deeper understanding of the impact of digital advertising on a brand's awareness, favorability and sales. This session will provide an overview of the current state of online advertising, and a compilation of advertising effectiveness study findings, drawing conclusions about what works, what doesn't and how these results may differ depending on the audience, the objective and other factors.

12:45-2:00pm Top Marketers Awards Luncheon
A celebration of the marketers behind leading and innovative OTC/HBA Marketing campaigns, asselected by industry nominations and independent review. This luncheon is an opportunity to recognizeand congratulate the Top Marketers in the OTC/HBA field. This special event is sponsored by Everyday Health.

2:00 - 2:30pm
Working with the FDA: Art or Science?
John Dent, principal, Johngdent Consulting Inc.
The FDA is staffed with many excellent scientists and physicians who are motivated to protect thenation’s public health. They have limited resources and almost limitless demands. Understanding theFDA’s needs and the limitations under which they operate is essential. The FDA is driven by scienceand constrained by regulation, recognizing this fact is a key to success. Companies that build a relationshipwith the FDA based on good science, that leads to trust, will find the FDA supportive andhelpful. It is not rocket science. The art is in handling the communication with the FDA and in particularmeeting with the FDA. How they respond to you depends mostly on how you treat them!

2:30-3:15pm Building CPG Brands at Retail: Six Lessons from a
Marketing Pro
David J. Wendland, Vice President, Hamacher Resource Group, Inc.
The recent economic shift will have lasting effects on the behavior of U.S. consumers, and CPG companiesmust now adapt to a changed landscape. This presentation will offer six lessons to help CPGmanagers beat the odds by offering innovativeproducts, packaging that conveys quality and trust,while emphasizing value and a solid return on investment.

Building a brand – and maintaining it – is all based on a set of expectations, relationships and experiencesthat account for a consumer’s decision to choose one product over another. The ideaspresented during this session will help CPG marketers define the right tactics to optimize return,demonstrate how product packaging and positioning at shelf affect consumer consumption, and offeran objective view of what may be on the road ahead for retail healthcare.

3:15-4:00pm Networking Break

4:00-4:45pm
Matching OTC / HBA Purchase Behavior with TV Viewing Data to Find the Right Audience
Fariba Zamaniyan, SVP, Healthcare, TRA Inc.
Using independent and passive data sets of TV viewing and ad exposure matched with OTC / HBA purchase behavior, OTC and HBC marketers now have the ability to quantify the impact of advertising on sales. This “holy-grail” approach has now enable marketers to truly quantify the impact of their TV investment by measuring how many prescriptions were driven by exposure to their ads and further increase ROI thru efficiency by knowing which TV program environments are most effective in reaching the patients of interest.

4:45-5:30pm Building the Best Media Plan: A Discussion Among Media and Agency Experts
Steve Palmisano, SVP, Advertising, Pfizer
Lauren Boyer, Partner and CEO, Underscore Marketing LLC
Brian Danzis, VP, TidalTV North American Network Sales
May the best plan win. Do you wonder how others decide which media proposals are most appropriate? Do you have questions about how to measure the impact of digital, mobile, social and/or search? Watch decision making in action as top publishers compete for the approval of Steve Palmisano, SVP, Advertising, Pfizer Consumer Healthcare, in a mock pitch for a fictitious OTC product re-launch. The discussion will be hosted by Lauren Boyer, CEO, Underscore Marketing.

5:30 -
7:30pm OTC/HBA National Advertising Awards & Cocktail Reception
The OTC/HBA National Advertising Awards were created to acknowledge the marketing teams behindthe most creative, insightful and impactful programs in 2010. This celebratory evening willrecognize the marketing teams that developed and planned the ad campaigns in several differentawards categories. Winners are chosen through a combination of independent judging and delegatechoice. Don’t miss this change to celebrate the best in OTC/HBA advertising.

Day 2 Wednesday, May 11, 2011

8:15– 8:30am Welcome Remarks

8:30 – 9:15am The Infiltration of Private Label into Pediatric OTC Products
Samantha Chmelik, Head of Consumer Health Research, Euromonitor International
Private label or generic versions of adult OTC products continue to benefit from tepid economicconditions. Pediatric OTC products were considered to be insulated from these effects, becauseparents perceived branded products as having higher quality and having anidentifiable manufacturer.In this presentation, Chmelik will explore= how the continued economic pressures and highprofilerecalls drove parents to purchase pediatric OTC products in 2010 and how the private labelshare of pediatric OTC products has grown steadily over the past 10 years. She also will discussoverall trends in the OTC private label business.

9:15– 9:45am OTC Marketing in Year 2: Identifying Marketing Tactics Tied with Sustained Product Success
Neal Heffernan, Senior Vice President and General Manager, Knowledge Networks
Erica DesRoches, Vice President, CPG/Retail, Knowledge Networks
Much planning and excitement surrounds new products in the OTC and HBA marketplaceduring the first year of introduction. But what marketing investments prove most effectivein Year 2? Building upon its partnership with SymphonyIRIGroup, Knowledge Networks willshare insights from an analysis of the New Product Profiler (NPP) database, which houses a wealthof information on how 2,200 new products – including over 80 OTC – fared in Year 1 and Year 2given specific investment levels in various elements of the marketing mix. This presentation will drawcomparisons among marketing efforts for OTC products that were and were not successful in Year 2.

9:45-10:15an
Media and Marketing Panel
Moderator: David Grueneberg, Formerly Director of Advertising Resources at Bristol-Myers Squibb
Panelists:

- David Adelman, Founding Partner, OCD Media
- Paul Atkinson, SVP, Business Development, NNN
- Tricia Cekoric, Sr VP Communications Planning, RJ Palmer

A panel of marketing and media experts discuss the latest trends in CPG marketing and media.

10:15 - 10:45am Networking Break

10:45 - 11:30am The Critical Role of OTCs in Today’s Healthcare Landscape
Scott M. Melville, President and CEO, Consumer Healthcare Products Association
CHPA President and CEO Scott Melville will provide a frank assessment of the OTC environmentand offer a new approach to defining and demonstrating the value and role of nonprescriptionmedicines. During his update, Melville will introduce the “Your Health at Hand” campaign and highlight how access, affordability, trust, and empowerment—the pillars ofthe OTC space—aremore important than ever to the U.S. healthcare system.

11:30-12:00pm Selling Beauty - Retailing from the Executive Suite
Kathy Steirly, Founder and CEO of KATHY STEIRLY & ASSOCIATES, LLC and former Walgreens merchant
Kathy Steirly is a retail professional with 30-plus years of merchandising experience in the mass anddrug retail channels. Most recently, she served as Vice President, General Merchandise Manager, forthe beauty and personal care categories at Walgreens, where she worked from 2005 until 2009. Inthis role, she managed one of four purchasing divisions in the front end of the store controlling financialplanning, buying, replenishment, marketing and analysis with a corporate staff of 50 team members. Additionally, she was deeply involved in negotiating with executives at all major beauty andCPG companies, including P&G, L’Oreal, J&J, Unilever, Revlon, Colgate and Schering Plough. In thisexclusive conference presentation, Steirly will provide insights and expertise from a retailer’s point ofview, including industry trends, potential investments and new-item launches and brand-buildingefforts. Steirly also is the author of “SELLING BEAUTY – Retailing From the Executive Suite.”

12:00 -
12:30pm Restoring Brand Promise: An OTC Marketing Case Study
Albert Hwang, VP, OTC Brands, Prestige Brands
Prestige Brands Inc. has grown by acquiring well-recognized brands that were considered “noncore”under their previous ownership. In many cases, these brands did not receive the appropriatelevel of attention and support to thrive in today’s hyper-competitive retail marketplace. The teamat Prestige Brands has worked to provide these brands with the marketing efforts needed toenhance market position, expand distribution and deliver product innovations, with the goal of reestablishingthese brands into the minds of our consumers and within their respective categories.Marketing VP Albert Hwang will provide insights on this process of restoring the brand promises.

12:30 -
1:00pm The State of the OTC Industry, Natural OTCs compared to Traditional, Consumer Perceptions of Natural OTCs, and Rx to OTC Switch market
Laura Mahecha, Industry Manager, Healthcare, Kline Management Consulting
In this presentation, Ms. Mahecha will provide findings from Kline Management Consulting’s newresearch on the OTC category with an emphasis on natural products. Kline conducted this exclusivestudy in the winter of 2011 and will discuss the “state of the industry” for this important category.Among the areas that the presentation will cover are the performance of Top 10 Rx-to-OTC SwitchBrands, the size of the market for Natural OTCs compared to Traditional OTCs, and Consumer Perceptionsof Natural OTCs.

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May 10-11, 2011, Sheraton Atlantic City Convention Center, Atlantic City NJ

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The OTC/HBA National Conference, May 10-11, 2011 - Sheraton Atlantic City Convention Center Hotel, Atlantic City NJ
Day 1 Tuesday, May 10, 2011
9:00 - 9:15am	Welcome and Opening Remarks
9:15– 9:45am	The Regulatory & Policy Landscape for OTC / HBA Marketing Jim Davidson, Chairman, Public Policy Group, Polsinelli Shughart How has the November 2010 mid-term election changed the landscape for OTC/HBA marketers in Washington? Will the efforts to revise healthcare reform package play a role in the marketing of OTC / health / wellness products going forward? What is the outlook for regulation of OTC advertising moving to a stronger FDA? Who are the key political players heading into the 2012 election season? Policy expert Jim Davidson, who has been working on advertising and regulatory issues that affect for more than 20 years, will provide insights on these and other issues in this exclusive address to the OTC / HBA Conference. Learn what changes are in store for marketers, and how to best prepare for future marketing success.
9:45– 10:30am	A View from the Top: The Challenges Facing OTC/HBA Marketers in a Hyper-Competitive Marketplace Paul Sturman, President, Pfizer Consumer Healthcare Paul Sturman will discuss his views on the challenges facing OTC/HBA marketers in the increasingly competitive branded, store brand and generic environment and the cost consciousness of cash strapped consumers. Hear his views on how branded companies can create value added propositions.
10:30– 11:15am	Networking Break
11:15-11:45pm	Get Real: How Brands Are Becoming REAL to Consumers via Social Media Jim Joseph, President and Partner, Lippe Taylor Social media has turned out to be a huge marketing tool for brands, probably much bigger than we ever thought. It has given us all, as marketers, a chance to truly create a dialogue with our consumers and to join them in their communities. It gives us, as brands, a real voice where we can talk with our consumers, not just at them as in traditional marketing vehicles like advertising, websites, and even direct mail. Not since the toll free phone number was created have we been able to actually talk with our consumers. The result? Our brands have become much more real, much more interesting ... almost human! And we also have a much better understanding of what our consumers are thinking and feeling as they incorporate us into their lives.
11:45-12:15pm	Market Segmentation in the Digital Age Eric Paquette, Sr. Vice President, Copernicus Marketing Consulting There is a revolution occurring in marketing communications. In a very short time, there has been anexplosion in the use of digital technologies, fundamentally changing the way that people communicate.For advertisers and media planners, a whole new communications eco-system hasevolved tointegrate “bought,” “owned” and “earned” media. This also leads to a fundamental shift in where,when and how marketers should reach key targets, and even how valuable they should consider differentgroups. Marketers can use strategic tools like marketsegmentation to guide brand teams andtheir agencies to the sweet spots. This presentation will describe how the communications world has changed and give OTC/HBA marketers guidelines to develop effective and actionable market segmentationfor the digital world.
12:15-12:45pm	What We've Learned: Driving Effective Returns with Digital Media John Mangano, Vice President Marketing Solutions, ComScore ROI and advertising effectiveness is continuously a number one priority for all marketers. While many have historically turned to click-through rates and online sales to evaluate a campaign's success, new research proves these metrics are the tip of the iceberg. comScore has conducted countless research projects for industry-leading CPG clients and, as a result, has a deeper understanding of the impact of digital advertising on a brand's awareness, favorability and sales. This session will provide an overview of the current state of online advertising, and a compilation of advertising effectiveness study findings, drawing conclusions about what works, what doesn't and how these results may differ depending on the audience, the objective and other factors.
12:45-2:00pm	Top Marketers Awards Luncheon A celebration of the marketers behind leading and innovative OTC/HBA Marketing campaigns, asselected by industry nominations and independent review. This luncheon is an opportunity to recognizeand congratulate the Top Marketers in the OTC/HBA field. This special event is sponsored by Everyday Health.
2:00 - 2:30pm	Working with the FDA: Art or Science? John Dent, principal, Johngdent Consulting Inc. The FDA is staffed with many excellent scientists and physicians who are motivated to protect thenation’s public health. They have limited resources and almost limitless demands. Understanding theFDA’s needs and the limitations under which they operate is essential. The FDA is driven by scienceand constrained by regulation, recognizing this fact is a key to success. Companies that build a relationshipwith the FDA based on good science, that leads to trust, will find the FDA supportive andhelpful. It is not rocket science. The art is in handling the communication with the FDA and in particularmeeting with the FDA. How they respond to you depends mostly on how you treat them!
2:30-3:15pm	Building CPG Brands at Retail: Six Lessons from a Marketing Pro David J. Wendland, Vice President, Hamacher Resource Group, Inc. The recent economic shift will have lasting effects on the behavior of U.S. consumers, and CPG companiesmust now adapt to a changed landscape. This presentation will offer six lessons to help CPGmanagers beat the odds by offering innovativeproducts, packaging that conveys quality and trust,while emphasizing value and a solid return on investment. Building a brand – and maintaining it – is all based on a set of expectations, relationships and experiencesthat account for a consumer’s decision to choose one product over another. The ideaspresented during this session will help CPG marketers define the right tactics to optimize return,demonstrate how product packaging and positioning at shelf affect consumer consumption, and offeran objective view of what may be on the road ahead for retail healthcare.
3:15-4:00pm	Networking Break
4:00-4:45pm	Matching OTC / HBA Purchase Behavior with TV Viewing Data to Find the Right Audience Fariba Zamaniyan, SVP, Healthcare, TRA Inc. Using independent and passive data sets of TV viewing and ad exposure matched with OTC / HBA purchase behavior, OTC and HBC marketers now have the ability to quantify the impact of advertising on sales. This “holy-grail” approach has now enable marketers to truly quantify the impact of their TV investment by measuring how many prescriptions were driven by exposure to their ads and further increase ROI thru efficiency by knowing which TV program environments are most effective in reaching the patients of interest.
4:45-5:30pm	Building the Best Media Plan: A Discussion Among Media and Agency Experts Steve Palmisano, SVP, Advertising, Pfizer Lauren Boyer, Partner and CEO, Underscore Marketing LLC Brian Danzis, VP, TidalTV North American Network Sales May the best plan win. Do you wonder how others decide which media proposals are most appropriate? Do you have questions about how to measure the impact of digital, mobile, social and/or search? Watch decision making in action as top publishers compete for the approval of Steve Palmisano, SVP, Advertising, Pfizer Consumer Healthcare, in a mock pitch for a fictitious OTC product re-launch. The discussion will be hosted by Lauren Boyer, CEO, Underscore Marketing.
5:30 - 7:30pm	OTC/HBA National Advertising Awards & Cocktail Reception The OTC/HBA National Advertising Awards were created to acknowledge the marketing teams behindthe most creative, insightful and impactful programs in 2010. This celebratory evening willrecognize the marketing teams that developed and planned the ad campaigns in several differentawards categories. Winners are chosen through a combination of independent judging and delegatechoice. Don’t miss this change to celebrate the best in OTC/HBA advertising.
Day 2 Wednesday, May 11, 2011
8:15– 8:30am	Welcome Remarks
8:30 – 9:15am	The Infiltration of Private Label into Pediatric OTC Products Samantha Chmelik, Head of Consumer Health Research, Euromonitor International Private label or generic versions of adult OTC products continue to benefit from tepid economicconditions. Pediatric OTC products were considered to be insulated from these effects, becauseparents perceived branded products as having higher quality and having anidentifiable manufacturer.In this presentation, Chmelik will explore= how the continued economic pressures and highprofilerecalls drove parents to purchase pediatric OTC products in 2010 and how the private labelshare of pediatric OTC products has grown steadily over the past 10 years. She also will discussoverall trends in the OTC private label business.
9:15– 9:45am	OTC Marketing in Year 2: Identifying Marketing Tactics Tied with Sustained Product Success Neal Heffernan, Senior Vice President and General Manager, Knowledge Networks Erica DesRoches, Vice President, CPG/Retail, Knowledge Networks Much planning and excitement surrounds new products in the OTC and HBA marketplaceduring the first year of introduction. But what marketing investments prove most effectivein Year 2? Building upon its partnership with SymphonyIRIGroup, Knowledge Networks willshare insights from an analysis of the New Product Profiler (NPP) database, which houses a wealthof information on how 2,200 new products – including over 80 OTC – fared in Year 1 and Year 2given specific investment levels in various elements of the marketing mix. This presentation will drawcomparisons among marketing efforts for OTC products that were and were not successful in Year 2.
9:45-10:15an	Media and Marketing Panel Moderator: David Grueneberg, Formerly Director of Advertising Resources at Bristol-Myers Squibb Panelists: - David Adelman, Founding Partner, OCD Media - Paul Atkinson, SVP, Business Development, NNN - Tricia Cekoric, Sr VP Communications Planning, RJ Palmer A panel of marketing and media experts discuss the latest trends in CPG marketing and media.
10:15 - 10:45am	Networking Break
10:45 - 11:30am	The Critical Role of OTCs in Today’s Healthcare Landscape Scott M. Melville, President and CEO, Consumer Healthcare Products Association CHPA President and CEO Scott Melville will provide a frank assessment of the OTC environmentand offer a new approach to defining and demonstrating the value and role of nonprescriptionmedicines. During his update, Melville will introduce the “Your Health at Hand” campaign and highlight how access, affordability, trust, and empowerment—the pillars ofthe OTC space—aremore important than ever to the U.S. healthcare system.
11:30-12:00pm	Selling Beauty - Retailing from the Executive Suite Kathy Steirly, Founder and CEO of KATHY STEIRLY & ASSOCIATES, LLC and former Walgreens merchant Kathy Steirly is a retail professional with 30-plus years of merchandising experience in the mass anddrug retail channels. Most recently, she served as Vice President, General Merchandise Manager, forthe beauty and personal care categories at Walgreens, where she worked from 2005 until 2009. Inthis role, she managed one of four purchasing divisions in the front end of the store controlling financialplanning, buying, replenishment, marketing and analysis with a corporate staff of 50 team members. Additionally, she was deeply involved in negotiating with executives at all major beauty andCPG companies, including P&G, L’Oreal, J&J, Unilever, Revlon, Colgate and Schering Plough. In thisexclusive conference presentation, Steirly will provide insights and expertise from a retailer’s point ofview, including industry trends, potential investments and new-item launches and brand-buildingefforts. Steirly also is the author of “SELLING BEAUTY – Retailing From the Executive Suite.”
12:00 - 12:30pm	Restoring Brand Promise: An OTC Marketing Case Study Albert Hwang, VP, OTC Brands, Prestige Brands Prestige Brands Inc. has grown by acquiring well-recognized brands that were considered “noncore”under their previous ownership. In many cases, these brands did not receive the appropriatelevel of attention and support to thrive in today’s hyper-competitive retail marketplace. The teamat Prestige Brands has worked to provide these brands with the marketing efforts needed toenhance market position, expand distribution and deliver product innovations, with the goal of reestablishingthese brands into the minds of our consumers and within their respective categories.Marketing VP Albert Hwang will provide insights on this process of restoring the brand promises.
12:30 - 1:00pm	The State of the OTC Industry, Natural OTCs compared to Traditional, Consumer Perceptions of Natural OTCs, and Rx to OTC Switch market Laura Mahecha, Industry Manager, Healthcare, Kline Management Consulting In this presentation, Ms. Mahecha will provide findings from Kline Management Consulting’s newresearch on the OTC category with an emphasis on natural products. Kline conducted this exclusivestudy in the winter of 2011 and will discuss the “state of the industry” for this important category.Among the areas that the presentation will cover are the performance of Top 10 Rx-to-OTC SwitchBrands, the size of the market for Natural OTCs compared to Traditional OTCs, and Consumer Perceptionsof Natural OTCs.