RISKS AND OPPORTUNITIES COMMERCIALIZING PRODUCTS AND INNOVATIVE CHANNEL MANAGEMENT TYLER COWAN REGIONAL DIRECTOR ASHFIELD HEALTHCARE CANADA

TYLER COWAN - BIO Tyler Cowan is the Regional Director of Business Development with Ashfield Healthcare. A division of UDG healthcare plc based in Dublin and a leading global provider of integrated healthcare solutions. Tyler has worked in a wide range of positions within the healthcare industry including: field sales, primary care and oncology marketing, corporate affairs and patient access, sales force management and business development. Tyler has been solely focused over the past 4 years in the innovation and implementation of flexible, scalable and integrated multi-channel marketing solutions in Canada and the United States; tackling every element from field based representatives, virtual promotion, changing customer types and needs, shifting patient engagement models and streamlining processes to create efficiencies. Tyler Cowan is a dedicated husband and father to three boys, an avid hockey player, the organizer of the Canadian Pharmaceutical Hockey Tournament, a marathon runner and the 2015 President of the Ontario Pharmaceutical Marketing Association (OPMA).

INNOVATIVE CHANNEL MANAGEMENT SAMPLING. GREAT IDEA BUT ARE MANAGING THIS APPROPRIATELY? COULD YOU LOCATE THEM ALL IF YOU NEEDED TO? SAMPLE MANAGEMENT IN THE NEW CRMS – WHY SO MANY CHOOSE NOT TO INTEGRATE SYSTEMS REBUILDING THE DISTRIBUTION MODEL – DIRECT TO PHYSICIAN SAMPLING – A FAD OR THE FUTURE? THE CHANGING VALUE PROPOSITION OF SAMPLING BOTH OF YOUR CUSTOMERS “IF YOU LISTEN, THEY WILL COME” YOUR CUSTOMER IS A CONSUMER AND THEY ARE TELLING YOU EXACTLY WHAT THEY WANT – TROUBLE IS, ARE YOU LISTENING? LEVERAGING INNOVATIVE AND INTEGRATED CHANNELS IN PROMOTION OLD DOG – NEW TRICK – WHY THE PHONE MIGHT BE YOUR BEST AND LEAST EXPENSIVE ASSET IN PROMOTION OUTSOURCING HEALTHCARE – BOTH COMPETING AND NON-COMPETING COMPETENCIES FIELD AND VIRTUAL REPS AND MDS, ADVERSE EVENT REPORTING, MEDICAL INFORMATION, PATIENT SUPPORT, COMPASSIONATE USE AND NURSING SERVICES – WHY ARE SO MANY DEPARTMENTS BEING MOVED OUT OF THE BUILDING “VIRTUAL COMPANIES” – WHAT IS YOUR COMPANY’S TOLERANCE FOR RISK? INFRASTRUCTURE, REGULATIONS, Q AND A, LEGAL ETC. – NOT SEXY BUT VERY IMPORTANT RIGHT…?

LEGAL COUNSELS’ ROLE IN SAMPLING & NEW CHANNEL MANAGEMENT GOING FORWARD SAMPLING: IF YOU COULD REWRITE THE GUIDELINES FOR SAMPLING - WHAT WOULD YOU CHANGE IMMEDIATELY? WHY LEGAL SHOULD BE INCLUDED IN ANY DISCUSSION GOING FORWARD WHICH LIABILITY RISKS CAN BE MITIGATED FAIRLY EASILY & WHICH ARE MORE DIFFICULT TO CHANGE? WHO ARE OR SHOULD BE THE KEY STAKEHOLDERS IN SAMPLE MANAGEMENT? DO YOUR CURRENT SAMPLING PRACTICES PUT YOUR COMPANY AT RISK? WHEN DOES YOUR ACCOUNTABILITY FOR THE SAMPLE END? LISTENING TO YOUR CUSTOMER – WHO IS A CONSUMER THEMSELVES ALTERNATE CHANNELS FOR PROMOTION – RISKS AND CONCERNS LEVERAGING INSIDE SALES SOLUTIONS WHILE BEING MORE COMPLIANT AND ON MESSAGE ENSURING MARKETING, SALES AND REPS ALL HAVE THE SAME SONG SHEET

LEGAL COUNSELS’ ROLE IN OUTSOURCING PRINCIPALLY NON-COMPETING COMPETENCIES OUTSOURCING IN HEALTHCARE: WITH SIGNIFICANT DOWNWARD PRESSURE ON COST CONTAINMENT, MANY COMPANIES ARE OUTSOURCING TRADITIONAL “IN HOUSE” ELEMENTS – CONSIDERATIONS AND CONCERNS HAS LEGAL BEEN CONSULTED ON THE COMPANY YOU PARTNER WITH? MITIGATING RISK BY ASKING THE RIGHT QUESTIONS – OF EVERYONE YOU PARTNER WITH BIG AND SMALL “VIRTUAL COMPANIES” – WHY THE LEGAL DEPARTMENT SHOULD BE LOOKING AT THE COMPANIES FOUNDATION AND LET MARKETING AND SALES LOOK AT THE FEES BEING “THE LAW” DOESN’T SIMPLY MEAN SAYING NO. HOW THE LEGAL TEAMS CAN HELP SCULPT SOLUTIONS TO BE MORE COMPLAINT, LESS RISKY AND SUPERIOR TO THE ORIGINAL CONCEPT