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Defining the Value of Medicine in an Evidence-Based Healthcare Marketplace

Thought-leaders Josh Ofman, Steve Phurrough, Larry Kocot and Robert Seidman Headline Agenda at FDA/CMS Summit 2007

WASHINGTON, Nov. 26 /PRNewswire-USNewswire/ -- Value-based medicine has progressed beyond a topic of industry insider buzz to become a functional buying model adopted by public and private payers. Value isn't a new concept in the consumer marketplace, but what does it mean for buying and selling biopharmaceuticals? How is value calculated, and what are the variables? From setting prices to securing reimbursement, the valuation of treatments is tougher than ever to crack. And the stakes have never been higher with shrinking pipelines and tighter bottom lines. Getting the value calculation right can be the difference between success and failure of a new therapy.

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The FDA/CMS Summit, taking place December 6-7 in Washington, D.C., will feature key decision makers from government and industry to help biopharmaceutical executives understand how the value calculation is shifting, and what those changes mean for commercial success.

"Today, the value of a therapy is determined by more players than ever before, looking at more data than ever before. The threshold is a moving target for biopharmaceutical executives seeking reimbursement," said Cole Werble, editor-in-chief of The RPM Report, the conference organizer. "Learning what payers are looking at when making decisions early on can help industry come to market with successful products that are appropriately reimbursed. The FDA/CMS Summit provides leaders in industry key insight from reimbursement policy-makers who make purchasing and pricing decisions."

The FDA/CMS Summit provides health care executives with an exclusive opportunity to have face-to-face dialogues with top policymakers and executives. The Summit is aimed at industry executives in all areas of responsibility who want to create successful strategies for dealing with FDA and CMS. Attendees will get practical, real-life lessons from some of the most experienced pharmaceutical and biotechnology executives on handling regulatory obstacles and on identifying opportunities in the current dynamic environment. The conference will also provide a forum for attendees to benchmark their regulatory strategy against all other pharmaceutical and biotechnology companies.

Among the panels and participants scheduled to address value of medicine during the Summit are:
-- Personalized Medicine: How Industry and Government Can Make it Happen

George Abercrombie - CEO, Hoffmann La-Roche, Inc.

-- Keynote Address

Tevi D. Troy - Deputy Secretary, HHS

-- Paying for Innovation: CMS' Approach to Coverage

Steve Phurrough - CMS Coverage & Analysis Group Director

-- Coverage Policy and Value Demonstration - An Industry Perspective

Josh Ofman - VP Global Reimbursement, Amgen

-- How the Government and Payors will Impact the Rx Market

Larry Kocot - Former CMS Senior Advisor

Robert Seidman - Former Wellpoint Chief Pharmacy Officer and Founder

of Doc Rock Presents

-- Pharmaceutical Pricing Legislation: What does Industry Need to do to


Brian Cohen - House Oversight and Government Reform Committee Staff

Stephen Schondelmeyer, Pharm.D., Ph.D. - Director, PRIME Institute

Joseph R. Antos - Wilson H. Taylor Scholar on Health Care and

Retirement Policy, American Enterprise Institute

Complete agenda and registration information are available at

The RPM Report is a unique Windhover publication that examines FDA and CMS from a business perspective, designed to deliver not only the news from FDA and CMS but to tell executives what it all means to their companies. Register for a free online trial or a complimentary issue at

Sponsors for the FDA/CMS summit are Foley Hoag LLP, Ogilvy Public Relations Worldwide, Avalere Health, and the Personalized Medicine Coalition.

Media sponsors are, and

About Windhover Information

Windhover Information Inc. has led the field in providing analysis of the healthcare industry to decision-makers at all levels since the founding of its flagship publication, IN VIVO, The Business & Medicine Report, in 1983. Windhover provides its information and analysis in many formats, including print, electronic databases, international conferences and audio conferences. For more on the company's products and services, please see

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