JUNE,Edition # 27, 2001

The venue is the Le Meridien Hotel, 11 Jamison St, Sydney (phone (02) 9696 2500, Fax (02) 9696 2600) and the dates are 27th to 29th (inclusive), June 2001. The program comprises of two full conference days, plus a bonus workshop day.
You can view costs and register by following this link.

The E-Pharma conference is designed to provide background and experience to the many facets of Internet Health, delivered by a range of top speakers (including Brett Clark, one of the writers for Computachem Newsletter).
Many of the topics and issues have been covered in some aspect in previous editions of this newsletter, so we have no hesitation in recommending pharmacists to register for this important conference.
Industry experts will be presenting from the BMMS Development Group, APMA, RACGP (NSW Faculty), Sydney University, HealthInsight Editorial Board, GlaxoSmithKline, ePharmacy, PECC project, La Trobe University, General Practice Computer Group, South East Health, CSIRO, Electronic Trading Concepts, Pacific Commerce, and Med-E-Serv.
The key issues that will be addressed include understanding recent controversies surrounding the Australian Pharmaceutical Benefits Scheme (PBS); the latest in electronic prescribing initiatives with the BMMS project and how to build an electronic prescribing inventory system; ensuring compliance with the APMA Code of Conduct (September 2000) when promoting pharmaceutical information on the web; understanding GP concerns and legal requirements in prescribing drugs on the Internet in Australia; looking at pharmaceutical e-marketing solutions and why some campaigns work better than others; assessing e-procurement initiatives in pharmacy and health care…the PECC Project.

Because of the enormous range of material available at this conference, the following navigation aid is provided for ease of access to those areas that interest you most. Click on the speaker's name to access details of the paper to be presented, or simply take the time to scroll down and read all the conference details.

DATE	SPEAKER	ORGANISATION	TIME	PAPER TITLE
27/06/01	DEBRA BIRZNIEKS	PACIFIC COMMERCE	0900	Developing a Cost Effective Online Marketing Campaign and Measuring Economic Returns for E-Business Initiatives
28/06/01	Dr KEN HARVEY	LA TROBE UNIVERSITY	0910	Recent Controversies Surrounding the Australian Pharmaceutical Benefits Scheme (PBS)
28/06/01	FIONA WOODWARD	APMA	0955	Providing Pharmaceutical Information on the Internet for both Consumers and Health Care Professionals-APMA Code of Conduct
28/06/01	PROF.STEPHEN LEEDER	SYDNEY UNIVERSITY	1100	Utilising the e-medium in Doctor's Surgeries
28/06/01	STEWART SLOGGETT	RACGP (NSW FACULTY)	1145	Understanding a GP's Perspective on E-Pharmacy
28/06/01	Dr LYNN ROBINSON	MED-E-SERV	1340	Pharmaceutical E-Marketing-Lessons from Australian Experience over Five Years.
28/06/01	MAL JOSELAND	GLAXOSMITHKLINE	1425	Meeting the Needs of Doctors and Patients Through E-Business.
28/06/01	BRETT CLARK	ePHARMACY	1530	Advertising Prescription Drugs and Over-The-Counter Drugs to the Public on the Net-Australia.
28/06/01	KEN RAMSAY AND BERNARD O'SHEA	DEACON'S SOLICITORS	1615	Marketing vs Information Implications for Marketing and Selling Prescription Drugs Online
29/06/01	PROF. MICHAEL KIDD	UNIVERSITY OF SYDNEY (BMMS)	0910	Reducing Adverse Events and Drug Reactions Through Electronic Prescribing: A Government Initiative-The Better Medical Management System (BMMS)
29/06/01	NERIDA CHRISTIE	SOUTH EAST HEALTH	0955	Building and Electronic Pharmacy Prescribing and Inventory System
29/06/01	PAT GALLAGHER	PECC PROJECT	1100	Reducing Costs and Improving Information by Automating the Supply Chain Management Across the Pharmaceutical and Health Care Industries-Project Electronic Commerce and Communications (PECC)
29/06/01	Dr RHYS FRANCIS	CSIRO	1145	Cutting the Cost of Business-t- Business Transactions Through E-Commerce
29/06/01	KARAN GERARD	ARTHUR ANDERSEN	1350	Online Partnerships and Digital Trends for the Pharmaceutical Industry
29/06/01	SUSAN ANDREWS	SUSAN ANDREWS COMMUNICATIONS GROUP (sacg)	1435	Recruiting for Clinical Trials on the Web
29/06/01	ANDREW WENTZEL	ELECTRONIC TRADING CONCEPTS	1540	Establishing E-Commerce to E-Health-Lessons Learned
29/06/01	CONFERENCE CLOSED		1625

To view costs and to register for the conference, follow this link.

The proceedings kick off at 8.30 am on Wednesday, 27th June 2001, with a full day bonus workshop entitled:
"Developing a Cost Effective Online Marketing Campaign and Measuring Economic Returns for E-Business Initiatives".
The workshop leader is Debra Birznieks (Industry Manager-Health, Pacific Commerce), who is responsible for development and implementation of strategies delivering solutions to the health sector in Australia and the Asia Pacific region. She is set to provide answers to a number of questions and discussion points, such as:

· Why do you want to embark on an e-marketing campaign and what do you want to achieve?
· How will e-commerce help reduce business costs and increase sales? · How will you use e-media for sales and marketing growth?
· Looking at e-commerce initiatives in the pharmaceutical industry and what is being done (case studies to discuss).
· Reaching your target market….B2C and B2B.
· How the website is just one component of a range of strategies that can be used.
· Being mindful of marketing guidelines and things to be aware of (TGA Guidelines). · Steps to take to develop your own effective global web marketing program.

The workshop ends at 5pm and morning tea, lunch and afternoon tea is provided.

The first official day of the conference is Thursday, 28th June 2001, with registration occurring at 8.30 am.
The chairman is Stewart Sloggett, who is also chairman of the Informatics Committee, RACGP (NSW Faculty).
He introduces Dr Ken Harvey, a senior lecturer from the School of Public Heath at La Trobe University. His paper will discuss:
Recent Controversies Surrounding the Australian Pharmaceutical Benefits Scheme, such as:

· How the PBS listing system works.
· The concerns surrounding the PBAC committee.
· Understanding the role of the Pharmaceutical Research and Manufacturers of America (PhRMA) 2001 "WATCH LIST" and how this protects the intellectual property rights of pharmaceutical manufacturers.
· Why not list lifestyle drugs such as Viagra on the PBS.

The second paper for the day will be delivered by Fiona Woodward, the director of business administration, APMA Code of Conduct.
She will be looking at the recent Edition 13 for standards in Internet marketing for the Pharmaceutical Industry, and her paper is entitled:
"Providing Pharmaceutical Information on the Internet for both Consumers and Health Care Professionals-APMA Code of Conduct (September 2000)." Her paper covers such topics as:

·The purpose of Edition 13 for standards in Internet marketing and co-regulation in practice.
· Promoting pharmaceutical information on the web-who has right of access?
· How to determine users and how secure does the website need to be?
· Ensuring compliance with the Code of Conduct when linking with other Internet sites.
· Promotions via prescribing software.

The morning tea break is at 10.40 am and is followed by the third paper for the day delivered by Professor Stephen Leeder, Dean of Faculty of Medicine, Sydney University, who is also chair of the HealthInsight editorial board. His paper is entitled:
"Utilising the E-Medium in Doctor's Surgeries", and includes the following topics:

· Changing the way we practice-how the Internet has changed health delivery in having accessibility to patient data, clinical guidelines, treatment protocols and modules.
· How many doctors are using computers in daily practice?
· Are doctors utilising the Internet and online health sites to stay ahead of health issues and pharmaceuticals?
· How does Australia compare with other countries in GP IT usage?

The fourth paper for the day is delivered by Stewart Sloggett, Chair Informatics Committee, RACGP (NSW Faculty), and Deputy Chair of the Macarthur Division of General Practice. His paper is entitled:
"Understanding a GP's Perspective on E-Pharmacy" and covers a range of topics that will vitally interest all community pharmacists.
They include:

· Will GP's and patients use e-pharmacy?
· Assessing the benefits of e-pharmacy.
· Current GP concerns regarding online health sites.
· Can the pharmaceutical industry educate GP's abou drugs via the Internet?
· Gazing into the future.

The paper concludes at 12.30pm for a lunch break, and the conference resumes at 1.40pm with a paper (paper number five) delivered by Dr Lynn Robinson, CEO of Med-E-Serv, an organization providing online services to the health sector, and boasts more than 26,000 registered health users (mostly medical practitioners). She delivers a paper entitled:
"Pharmaceutical E-Marketing-Lessons from Australian Experience over Five Years".
She makes the point that e-marketing solutions have been applied in Australia for more than five years with many programs achieving remarkable success (and ROI). Some have not.
A comparative analysis of more than twenty programs over five years enables Dr Robinson to answer many questions about e-marketing in an Australian context. They include:

· What have been the key success factors that have differentiated successful from less successful programs?
· Do DIY programs work better than outsourced?
· What about using portals vs straight to market?
· How should e-marketing relate to sales force?
· What is the impact of integrating (or not) with conventional marketing?
· Are strategic partnerships important and, if so, how and why?
· What impact on ROI does Internet penetration in medical practice have?

This paper also seems to have significance as applied to a pharmacy context and should stimulate a high rate of interest.
It concludes around 2.25 pm before moving on the the sixth paper of the day, to be delivered by Mal Joseland, E-Business Manager for GlaxoSmithKline.
The title is:
"Meeting the Needs of Doctors and Patients through E-Business" and covers topics such as:

· Assessing the pharmaceutical industry's relationship to doctors and patients prior to e-commerce.
· How does e-commerce change the role of the sales rep?
· Aligning local strategy with global strategy by going online.
· Utilising e-commerce for B2C advantages-doctors and consumers.

The paper concludes at 3.10 pm for afternoon tea and is followed by paper number seven, which could prove to be of high utility for pharmacists on the day.
It is to be delivered by Brett Clark, Managing Director of ePharmacy, one of the first online competitors to Pharmacy Direct.
Brett also writes an e-commerce column for Computachem Newsletter and we are pleased to see him as a featured speaker in this important conference.
His paper is entitled:
"Advertising Prescription Drugs and Over the Counter Drugs to the Public on the Net-Australia".
Topics covered will include:

· Examining the new trend in community pharmacies through mail order and online retail of medicines and related products.
· Terms and conditions in prescribing prescription drugs on the Internet in Australia vs other countries.
· Maintaining the competitive pricing structure for goods purchased online.
· Protecting the privacy of consumers purchasing online.

This paper is a definite "must" for all community pharmacists, whether you plan to have an online presence or not.
The paper finishes at 4.15 pm and is followed by a paper (number eight) prepared jointly by Ken Ramsay and Bernard O'Shea of Deacon's Solicitors. It covers legal concerns in online promotions and is entitled:
"Marketing vs Information Implications for Marketing and Selling Prescription Drugs Online."
Topics to be covered include:

· Regulatory view point on promoting pharmaceutical products online.
· How does the APMA Code of Conduct make a difference?
· Ensuring the information online is credible-accreditation issues.
· Privacy issues and legislation developments.
· Pharmacy Internet trade in Australia compared with New Zealand, US and Europe.

This paper concludes at 5pm and is the last for the first official day of the conference. A period has been set aside to network, meet other delegates and enjoy a few drinks.

Official conference day two commences at 9 am on Friday, 29th June 2001.
The chairman is Pat Gallagher, the project manager for the PECC project. The first two papers concern electronic prescribing initiatives.
He introduces Professor Michael Kidd, member BMMS Development Group; Head of General Practice, The University of Sydney; Chair, management committee, General Practice Computer Group.
His paper (Paper number one), is entitled:
"Reducing Adverse Events and Drug Reactions Through Electronic Prescribing: A Government Initiative..The Better Medical Management System(BMMS)".
Topics include:

. Understanding the benefits of the BMMS for consumers, doctors, pharmacists, hospitals and community services.
. Currently developing software specifications and business requirements.
. Why involvement with the medication record will be voluntary for GP's, pharmacists and consumers.
. Improving partnerships and better information to prescribers and users.
. Looking at better recording of adverse events and drug reactions.

Paper number two commences at 9.55 am and is presented by Nerida Christie, the Systems Pharmacy Manager for South-East Health.
Her paper is entitled:
"Building an Electronic Pharmacy Prescribing and Inventory System".
Topics include:

. How doctors can electronically prescribe at the ward level.
, Having a decision support system to allow doctors to make better prescribing decisions.
. Using the system to indicate when the drugs have been administered to patients.
. Having a computer at the bedside-security and password controls.

A break for morning tea is programmed for 10.40 am after which the next series of papers concern e-procurement in pharmacy and health care, the first of which (paper number three) is delivered by Pat Gallagher. His paper commences at 11 am and is entitled:
"Reducing Costs and Improving Information by Automating the Supply Chain Management Across the Pharmaceutical and Health Care Industries- Project Electronic Commerce and Communications".
Through the development of strategic alliances, costs can be reduced and more efficient purchasing, distribution and administration methods can be achieved. Insights gained from the successful e-commerce PECC project are discussed, including:

. Developing an electronic trading community-Pharmaceutical Extranet Group (PEG).
. Managing better purchase orders and delivery orders over the Internet.
. Utilising a common ordering number system for all products-EAN.UCC.
. Enabling e-trade through EANet for Health...E4H.
. Saving and eliminating duplication through e-commerce.
. Improving the quality of health care through electronic supply chain management.

Paper number four commences at 11.45 am and is presented by Dr Rhys Francis, ICT Sector Communicator for CSIRO. His paper is entitled:
"Cutting the Cost of Business to Business Transactions Through
E-Commerce".
Topics covered include:

. Using the Internet to reduce costs by improving core business processes.
. Moving away from EDI with the expansion of e-business.
. Reduce transaction costs for all parties through e-partnerships.
. Decrease the average cost per order.
. Utilise just-in-time ordering to achieve faster delivery.

The conference adjourns for lunch at 12.30 pm and resumes with a series of three papers concerning partnering, and gaining from e-commerce.
The first of these papers (paper number five), is delivered by Karan Gerard, Director of Technology and Internet Services for Arthur Andersen.
Her paper commences at 1.50 pm and is entitled:
"Online Partnerships and Digital Trends for the Pharmaceutical Industry".
Topics include:

. Assessing the business challenges faced by pharmaceutical companies.
. Trends in global market and success stories.
. What are the business benefits from digital technologies?
. Considerations for the next generation: alliances and partnerships-portals.
. Looking at the role of cartels or online procurement and payment partnerships.

Paper number six commences at 2.35 pm and is delivered by Susan Andrews, Managing Director of the Susan Andrews Communications Group (SACG).
Her paper is entitled:
" Recruiting for Clinical Trials on the Web".
Topics include:

. Increasing patient enrolment through the Internet.
. What types of web facilities are available for web recruitment?
. Ensuring cost savings by speeding up the clinical trial process.

Afternoon tea is served at 3,20 pm after which a paper (number seven) is delivered by Andrew Wentzel, E-Health Adviser, Electronic Trading Concepts.
His paper is entitled:
"Establishing E-Commerce to E-Health..Lessons to be Learned".
Topics to be discussed include:

. Managing e-commerce programs in a health care environment.
. Streamlining services with best practice service delivery programs.
. Implementing infrastructure for integrated health care services.
. Managing confidentiality and privacy in an e-health environment.
. Reforming health care through online technology.

The conference closes at 4.25 pm.

COSTS:

DETAILS	NORMAL PRICE	SPECIAL PRICE
CONFERENCE ONLY	$2194.50	$1204.50
CONFERENCE + WORKSHOP	$3179.00	$2079.00

All prices include GST and special prices apply only to hospitals, area health services, homecare and long term care. (proof required). Register three delegates and the fourth comes free. Discounted air fares also available by phoning Lesa Lindsay on 1300 654 548 (up to 35% off).
To register, phone Mike Flanagan on (02) 9923 5064 or email info@iir.com.au
or visit the website at http://www.iir.com.au
This is a once in a lifetime to obtain all the information you need to plan your e-health vision and avoid costly mistakes.

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