DxMA Web Cast Archive
Couldn't attend one of the recent DxMA Web Cast Sessions? You've come to the right place - now you can gain access to the archived sessions for just $99!
Simply register using the link below. You will receive an email (at the address provided during registration) with a link and instructions for accessing a recording of the session. Please note the recording contains both the audio from the presentation and visual aids - synchronized as they were actually presented - as well as a bonus question and answer session with the speaker.
ACCESS TO THE INTERNET IS REQUIRED.
2011 "Everyday Insights" Web Cast Series - Session One
SEO Tactics for a Rapid Changing Web
Featuring Greg Hill, Founder & Managing Director of Excellira SEO
PROGRAM DESCRIPTION
Much has changed in search engine optimization over the last few years. Social Media is dominating the online conversation. Mobile devided are prevalent. Sow what's going on in SEO and how do you get traffic with all of these new and interesting distractions?
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2011 "Everyday Insights" Web Cast Series - Session Two
Tradeshows: Thinking Outside the Booth
Featuring Rob Kinslow, KHJ and Jeff Rosell, GES
PROGRAM DESCRIPTION
"We run a strategic tradeshow program.”
- Yes
- No
- Don’t know
If you selected one of the bottom two responses, you are in good company. A majority of organizations that regularly attend tradeshows do not consider their program “strategic” in nature. Given the investment your company is making in these important face-to-face business opportunities, maybe it’s time to think outside the booth and beyond the typical 3-4 day duration of tradeshows.
This presentation will review proven processes to help you raise the bar on the results you realize from these important marketing/sales opportunities. Consider the benefits:
- More qualified prospects
- More actionable leads
- Measurable returns on objectives
- Greater understanding of your brand through the eyes of attendees
These are just a few value-added benefits that you can integrate into your current tradeshow/event practices. Hear from two experienced marketing and sales pros who will review ideas to make your program more strategic and make you more successful. Plan on attending this important webcast. You’ll be glad you did.
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2011 "Everyday Insights" Web Cast Series - Session Three
Optimizing the Client - Agency Relationship
featuring Michael Jabbour, MSJ Healthcare
PROGRAM DESCRIPTION
Utilizing experience and skills gleaned from both the client and agency sides of the business, Michael’s presentation will provide hands-on, practical tips for creating a productive, synergistic partnership.
Topics covered include:
- Effective communication
- Time management
- Expectation management
- Agency selection
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2011 "Everyday Insights" Web Cast Series - Session Four
Presentation "How To" with PowerPoint
featuring Kenneth Levy, PhD, MBA, Senior Director, Medical and Scientific Affairs, Roche Diagnostics
PROGRAM DESCRIPTION
Have you ever thought about how you can present powerful and successful presentations to audiences of all levels? During this webcast we will gain an understanding of how to design and make successful presentations to senior management. In addition, different tips and tricks when creating presentations will be discussed. Also, the use of graphics, words, animation and presentation length will be covered.
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2011 "Everyday Insights" Web Cast Series - Session Five
Designing & Executing Diagnostics Marketing Campaigns that Optimize Results
featuring Holley P. Malia, President & Founder, Grey Matter Marketing &
Barbara Lindheim, Founder & Managing Partner, GendeLLindheim BioCom Partners
PROGRAM DESCRIPTION
An effective marketing campaign requires the right mix of tools and execution. This interactive webinar will draw on real world case examples to illustrate how analyzing key issues, defining strategic objectives, articulating impactful messages and defining metrics to measure success can help you to develop and implement a mix of marketing activities that will resonate with your target audience and drive sales.
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2011 "Everyday Insights" Web Cast Series - Session Six
Toward a 360 Degree View of ROI Measurement
featuring Colin Cook, President, Thimble River Analytics &
Mary Huffman, Founder & General Manager, SideLight Partners
PROGRAM DESCRIPTION
As healthcare marketers weave social media into their marketing programs, they are faced with challenge of tracking the ROI of social tools and bringing social metrics into context with traditional marketing tools so that meaningful comparisons can be made. This session will focus on how to design a comprehensive measurement framework, how to work with web service and call center providers to build in the necessary measurement tools, and how to create a simple reporting structure.
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2011 "Industry Insights" Web Cast Series - Session One
Healthcare Reform and the InVitro Diagnostics Industry
featuring Dr. Charles Root, President, Venture Resources & CodeMap
PROGRAM DESCRIPTION
This program will walk through the impact of health care reform on the diagnostics market. Some say there will be a heavier reliance on Diagnostics, no treatments without it - others say there will not be reimbursement for high-end tests. It will be interesting to hear what an insider thinks.
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2011 "Industry Insights" Web Cast Series - Session Two
Outlook on the Dx Market
featuring Gerard Conti, Vice President, Strategic Planning, Enterprise Analysis Corporation
PROGRAM DESCRIPTION
First, Gerard Conti of Enterprise Analysis Corporation, will describe some of the characteristics of the IVD Industry. Gerard will breakdown the overall 2010 IVD market ($46.8 billion) into 4 key segments (Central Laboratories, Whole Blood Glucose, Point-of-Care and Molecular Diagnostics) as well as by Region (North America, Europe, Japan, Asia Pacific and Latin America). Finally, trends for each segment will be reviewed and 2011-2015 projections will be discussed.
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2011 "Industry Insights" Web Cast Series - Session Three
Current Regulatory Issues for In Vitro Diagnostic Devices
featuring Katherine Serrano, Biomedical Engineer, Office of In Bitro Diagnostic Device Evaluation and Safety at the FDA
PROGRAM DESCRIPTION
This presentation will focus on describing several FDA priority policy areas for IVDs currently, including Companion Diagnostics, Research and Investigational Use Only Products, Laboratory Developed Tests, and Next Generation Sequencing. For each policy area, FDA will provide background information as well as describe recent agency activities and/or actions in these areas.
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Pharma/Dx Collaboration & Co-Development Web Casts
featuring Brian Buxton, Co-Founder & Principal, Easton Associates
PROGRAM DESCRIPTION
Pharmaceutical industry executives: is your company exploring biomarkers and companion diagnostics? If so, this is a must-see session for you!
Brian Buxton, a 30-year Dx industry veteran, DxMA Board Member and Principal at Easton Associates, will explain:
- the challenges of developing biomarkers for clinical trials and companion diagnostics for drug launches
- the emerging best practices and success strategies among pharmaceutical companies
- diagnostics industry structure, segments, growth and key players in both diagnostics and clinical lab testing
- different types of potential diagnostics partners and their business models
- how to select the right test, test method, instrument platform and test development partner
- how early must you start, and why starting early is essential
- regulatory pathways and strategies for diagnostic test approval
- reimbursement for diagnostic tests (check out DxMA Web Cast Archives)
- reaching agreement: how to deal with intellectual property issues and focus on what's critical
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Navigating Compliance in Medical Device Marketing
featuring Danelle Miller, Esq., Legal Counsel Global Quality and Regulatory Affairs, Roche Diagnostics Corporation
PROGRAM DESCRIPTION
Do you ever wish you were marketing non-regulated widgets? Marketing medical devices is fraught with intricacies and nuances that can zap the creativity out of even the most talented marketers. This session is designed to help marketers navigate the regulatory environment while keeping the creative juices flowing.
Specifically, you'll learn the regulatory environment and how it impacts medical device marketing, and guidelines for:
- supporting claims
- staying "on-label"
- using the Internet safely
- knowing when and how information about pipeline products can be shared
... and more!
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2010 Dx / PHARMA WEB CAST SERIES - SESSION ONE
For Diagnostic Industry Executives
Michael Stocum
Managing Partner, Personalized Medicine Partners, LLC
PROGRAM DESCRIPTION
Developing clinical trial biomarkers and companion diagnostic tests for pharmaceutical therapies are one of the most exciting and challenging topics today, in both the pharmaceutical and diagnostics industries. Increasingly, it appears that biomarkers that can enrich clinical trial populations will be essential for new drug approval, not only in oncology, where this has become the dominant approach, but also in the cardiovascular, metabolic, central nervous system and autoimmune therapeutic areas.
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2010 DxMA WEB CAST SERIES - SESSION THREE
An Evidence-Based Case Study: The BNP Story - History of a Heart Failure Marker
Tom Watlington
CEO, Sotera Wireless
former EVP & COO, Biosite, Inc.
PROGRAM DESCRIPTION
The web cast will present the history of the launch of BNP as a diagnostic marker for heart failure and how Biosite overcame the challenges of FDA approval, reimbursement and market acceptance. We will also discuss the strategies Biosite successfully implemented to retain its share of the rapidly growing market in the face of growing competition.
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2010 DxMA WEB CAST SERIES - SESSION TWO
Reimbursement for Innovative Diagnostic Technologies: How to Be Strategic About Coverage, Coding & Payment
Kuo Bianchini Tong
Founder & CEO
Quorum Consulting
PROGRAM DESCRIPTION
Evaluate how CMS and private payers reimburse for devices, diagnostics and convergent technologies. Learn how published evidence drives coverage, coding and payment. Review the process and requirements to secure new codes, including a primer on the AMA CPT process. Understand how to align product pricing with reimbursement, and more importantly, how to secure reimbursement at a desired price point. Learn more about how comparative effectiveness, cost effectiveness and other macro level trends will affect your reimbursement strategy.
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2010 DxMA WEB CAST SERIES - SESSION ONE
Regulatory Aspects of New Markers: FDA's Oversight of Companion Diagnostics
Dr. Elizabeth Mansfield
Director of Personalized Medicine Staff, OIVD, US Food & Drug Administration
PROGRAM DESCRIPTION
Recent regulatory developments have signaled that the FDA intends to increase its regulatory oversight of certain pathways that have been used by IVD manufacturers to expedite the release of novel assays. These include analyte specific reagents (ASRs), laboratory developed tests (LDTs) and in vitro diagnostic multivariate index assays (IVDMIAs). Combined, these categories potentially encompass many companion diagnostics, genetic-based tests and other cutting-edge diagnostic products and technologies that have previously been unregulated or minimally regulated by the FDA.
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2009 DxMA WEB CAST SERIES - SESSION FOUR
The Digene Story: Not an Overnight Success
C. Douglas White
Executive VP & General Manager, Diagnostics, BG Medicine
PROGRAM DESCRIPTION
Mr. White has 24 years of experience in the IVD market serving multiple senior executive roles . He has a successful track record in the leadership and development of markets and commercial organizations at Digene, Bayer and Chiron Diagnostics. Most recently Mr. White was Sr. VP of Sales and Marketing, Americas and Chair of the Americas Management Counsel at QIAGEN. In his role at QIAGEN he was part of the executive leadership team responsible for the successful integration of Digene Corporation into QIAGEN. At Digene, Mr. White served as the Sr. Vice President of Commercial Operations where he was responsible for all commercial activities in the Americas and Asia Pacific in addition to the global product management organization.
Check out the latest addition to the DxMA Web Cast Series Archives - The Digene Story: Not an Overnight Sensation.
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2009 DxMA WEB CAST SERIES - SESSION THREE
A $3,000 TEST
The Oncotype DX Story: Understanding How to Justify Value-Based Pricing for Molecular Dx
Ted Snelgrove
Chief Commercial Officer, Crescendo Bioscience
PROGRAM DESCRIPTION
The biotechnology industry has been successful in establishing a pricing framework for novel products that attempts to capture the value such products bring to the health care system. By restricting the pricing options for diagnostics to the levels allowed under the CPT manual, the diagnostic industry has made a pact with the Devil, and traded the ability to seek value for testing products in exchange for the simplicity of automated billing. In the case of newer molecular diagnostics with data and claims that can support a strong value proposition, the opportunity to leverage the biotechnology pricing model in the diagnostic space can now be realized.
The case study of Oncotype DX(r) is illustrative and helps frame the issues that should be considered when contemplating this approach. A new era is dawning for the diagnostic sector as emerging technologies, sophisticated bioinformatics and a deeper understanding of disease biology are all coming together to allow questions to be asked and answered that drive significant value.
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2009 DxMA WEB CAST SERIES - SESSION TWO
SELLING A MOUSETRAP TO A MOUSE
Point of Care Testing - A Marketing Challenge
William P. Moffitt
President & CEO, Nanosphere, Inc.
PROGRAM DESCRIPTION
Bill Moffitt, former president and CEO of i-STAT, successfully developed the point of care category, resulting in the acquisition of his company by Abbott. In July 2004, Mr. Moffitt joined Nanosphere, Inc. He is an innovator in the diagnostics and medical device industry. For more than 20 years, he has been developing novel technologies into products and solutions that have helped shape the industry.
Bill Moffitt - the Big Cheese in POC - Speaks Out.
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2009 DxMA WEB CAST SERIES - SESSION ONE
WALL STREET'S VIEW OF THE IVD MARKET
Quintin B. Lai, Ph.D.
CFA & Senior Analyst, Robert W. Baird & Co.
PROGRAM DESCRIPTION
In recent months, we've seen several powerhouse health care companies acquire diagnostics companies. Hear first-hand, from one of the life science and health care industry's top financial analysts, how Wall Street views the in vitro diagnostics market in these unprecedented times.
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2008 WEB CAST SERIES - SESSION TWO
MARKET RESEARCH FOR BRANDING DIAGNOSTIC DEVICES
Mark Ingwer, Ph. D.
Managing Partner, Insight Research Associates
PROGRAM DESCRIPTION
This session explored a diverse angle in the marketing of diagnostic devices, which de-emphasizes the traditional appeal of technological features and scientific statistics, in favor of behavioral economics, which applies scientific research to consumers' emotional needs and motivations. He demonstrates how established market research methods, breakthrough psychological techniques and innovative new tools can help diagnostic device marketers develop branding efforts that can add significant value to their efforts and increase brand differentiation and loyalty.
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