Day One Conference 1: Business & Marketing Innovations in Drugs,
Supplements & Therapies: OTC & VET PHARMACEUTICALS

Wednesday, June 22, 2011

Optional Pre-Conference Workshop A:Hands-on Interactive seminar – Share your ideas and questions and
get immediate feedback

9:00 Workshop Registration

9:30 - 11:00 Selling and Marketing Strategies for the Veterinarian Market -- Making an Immediate Impact

This market is like no other. Understand what drives this market and those that have success implementing their products within the practices they call on. Do you have all the information that creates you as the valued resource? What is the best selling approach? Why should practices adapt to your approaches? Through one-on-one interaction explore how to effectively meet your company goals and become the leader in your market segment.

• Do you understand the market?
• How to gauge success?
• What's your plan now that you have the product in place?
• Relationships within the practice and the marketplace
• What is your distribution strategy and what are some leveraging points?

Jay Mundinger, formerly District Manager, Merial Ltd.

12:00 Conference Registration

1:00 Chairperson’s Welcome & Opening Remarks

Chris Ragland,President & CEO, ANIMALYTIX

1:10 Opportunities Ahead--What's Next for Companion Animal Veterinary Pharmaceuticals

Veterinary practices are at a critical juncture. Our responsibility as pharmaceutical companies is to develop the right products veterinarians need and to implement strategies that help companion animal veterinarians strengthen their practices and treat more pets-and in turn benefit pet owners and improve companion animal care. Join Jean Hoffman, president and ceo of Putney Inc., for revealing analysis of research, trends and opportunities to benefit the industry at every level.

Jean Hoffman, President & CEO, PUTNEY INC.

1:40 Key Product & Service Usage Trends – What Does New Research Say About The Enormous Opportunities in The Pet Health & Wellness Market?

Chris Ragland, President & CEO, ANIMALYTIX

2:20 Refreshment & Discussion Break

2:40 Case Study: New Tricks for Old Dogs – A Holistic Lifetime Wellness Approach

With pets having evolved to valued family member status, the focus has shifted beyond the traditional vaccination, parasite control and disease treatment. A more holistic lifetime wellness approach is being adopted, continuing through the pet’s senior years. With this comes the need to gain insights into the needs of the veterinarians and pet owners who care for them.

It is critical that we identify the trends and understand where the market will evolve in terms of the health care needs of pets through their whole lifecycle. This session will unveil the scenario planning and defining indicators that will help guide our Marketing, Veterinary Services and R&D efforts. It is critical to ensure that the new products and services coming out of the pipeline 7 to 10 years from now fit the market, create value for all stakeholders involved and contribute toward our Vision.

• Market Dynamics and Considerations
• Pre-Development Evaluations and Decisions
• Discovery, Development and Licensing
• Product Business & Technical Life Cycle - Launch, Sustainment and Sunsetting

Don Sauder, Group Director, Companion Animal New Products Marketing, PFIZER ANIMAL HEALTH

Cynthia North, DVM, Associate Director, Veterinary Professional Services, PFIZER ANIMAL HEALTH

3:20 Creative Solutions to Serve the Market Gaps in Senior Pet Care and Chronic Disease Management

Pet owners are bonded to their pets. The pet is now part of the family. The longer the relationship, the stronger the bond. Pets live longer lives than ever
before and develop chronic diseases and conditions that were not commonly managed twenty years ago. Quality care, although sometimes perceived as
expensive, is widely available in general practices as well as specialty settings.

So why are we not doing more in senior pet healthcare?

In this session we will address some of the gaps in senior pet healthcare, highlighting the still untapped market for senior pet care and chronic disease management.

In particular we will discuss:

• Veterinarians and Staff as their own self-limiting prophecy (preventive care as an example)
• The lack of support and infrastructure for ‘on-going’ support to owners of pets with chronic conditions
• The role staff and doctors should play (from successful practice examples)
• The potential for animal healthcare cross-company partnerships in building integrated healthcare for pets

Alexis Nahama, DVM, Vice President Marketing, VCA ANIMAL HOSPITALS

4:05 Developing a Continuum of Care – a Novel Approach to Combating Heart Disease

We will provide both a US and global picture of heart disease in dogs and the challenges faced by manufacturers when introducing products that require a change in practice. Gain an inside look at a novel online program that Circa developed with BIVI that helps engage clinic staff in targeting and educating those clients who might have dogs who are at risk (specific breeds and senior dogs).

Steve Kirton, President, CIRCA HEALTHCARE

Lara Sheeley, Senior Brand Manager, BOEHRINGER INGELHEIM VETMEDICA, INC.

4:45 – Close of Day 1

Day Two: Joint Sessions for Pet OTC & Vet Pharmaceuticals AND
Pet Food, Treats & Supplements

Thursday, June 23, 2011

8:00 Registration & Coffee

9:00 Chairman’s Welcome and Opening Remarks

9:10 Market Opportunities Emerging from the Blurring Lines between OTC & Vet Pharm

Veterinary and OTC channels are increasingly competing for the same consumer dollar. In this session we will discuss the opportunity gaps that exist in both the OTC and veterinarian channel.

OTC Channel Market Opportunities

• Is the OTC retailer getting their fair share of health care dollars for pets?
Bringing generics to the OTC market place
• Behavior modification products- biggest reason why pet owners leave pets at animal shelters. Preventative care
• Educating consumers and building relationships via social media, in store education and target marketing

Vet channel Opportunity Gaps

• Is the veterinarian getting their fair share of pet supply sales?
• Largest categories in OTC retailers are consumables , toys, health care and grooming

Caryn Stichler, Vice President, Marketing, SERGEANT’S PET CARE PRODUCTS

9:50 Old and Fat – Controlling The Expanding Pet Obesity Epidemic

According to the latest estimates, over half of our nation’s dogs and cats are too heavy. That equals almost 89 million pets in danger of developing weight-related disorders. Sadly, the majority of overweight pets are older, increasing their risk of chronic disease. This session presented by pet obesity expert and founder of the Association for Pet Obesity prevention, Dr. Ernie Ward, will focus on the current state of pet obesity, attitudes of both clients and veterinarians toward pet obesity, current market trends both in the veterinary clinic and pet retailer and future opportunities.

Benefits of this session

• Learn the scope of pet obesity and the 2010 National Pet Obesity Awareness Day preliminary data report.
• Current treatment of pet obesity.
• Pet owner and veterinarian attitudes toward pet obesity.
• Trends in the marketplace and future opportunities.

Dr. Ernie Ward, Owner and Chief-of-staff, SEASIDE ANIMAL CARE, owner, E3 MANAGEMENT,INC.

10:30 Networking Coffee Break

10:50 Human Animal Bond -- How to Recognize Emergent Market Opportunities

As leaders in the pet/animal health industry, we all have an opportunity and the responsibility to improve the lives of people and animals through science, awareness and advocacy to organize and prove the health benefits of the human-animal bond. The Human-Animal Bond Research Initiative with the initial, substantive support of APPA, PETCO and Pfizer Animal Health is now organizing a national effort to achieve HABRI's mission of gaining widespread recognition that scientifically validates the positive role of animals in the integrated health of families and communities. Ultimately, this can lead to informed decisions in human health.

• Find out how you can be part of this national initiative and how it can help you and your company.
• Benefit from a new research center that is being created at Purdue University, HABRI Central, that will collect and make available to global audiences information about research on human-animal bond
• Learn how your company or organization can help take HABRI's messages to policy makers on the need for a national Human-Animal Bond Research Center at NIH
• Recognize that as we collectively learn more about the positive impact of the human-animal bond on the integrated health of families and communities, our relationship with our pets will improve and pet ownership will increase

Steve Hellem, Executive Director, HUMAN-ANIMAL BOND RESEARCH INITIATIVE

11:30 Case Study: “Why Didn’t I Think of That?” Fast Track New Product Development

We all have seen a product that made us think, “I wish I’d thought of that.” From inception to sales, get the inside scoop on how and why a supplement can be fast-tracked into the market. Find out the specific steps you must take to satisfy vets, regulators, consumers, retailers and others. Ultimately learn how others have generated huge market buzz and healthy profits. We will share the 3 key ingredients to all successful products in veterinary medicine.

• How do you fast track an existing product? What’s the most cost-effective and successful approach to launching a new product?
• Supplements are appealing to more and more vets: How can you capitalize on that?
• How can you get evidence-based research quickly?
• What’s the hard science that regulators, consumers, doctors, and others are looking for?
• Capitalize on the growing senior wellness trend
• Know when to pull the plug before you costs are prohibitive

David Merrick, General Manager, QUINCY ANIMAL HEALTH

12:00 Networking Lunch

1:30 Excelling in the Exploding Pet Supplements Market -- Appealing to
Diverse Markets Through Different Sales Channels

Animals are living longer than ever before and face a number of health issues associated with aging and even day-to-day living. As pet owners look for dietary supplements to promote vigor and discourage illness in their dogs and cats, retailers and health care professionals need to better understand how to market condition specific supplements. What’s selling now? Where is the market headed? How can you help the pet owner chose the right supplement?

L. Phillips Brown, DVM, Senior Vice President, Marketing and Regulatory Affairs, NUTRI-VET

2:10 Effectively Dealing with AAFCO, FDA and State Feed Control Officials

Because each state interprets and enforces the AAFCO Model Regulations differently, even the most carefully designed and worded pet product label may run into problems. Although each state feed control official only has authority over products sold within its boundaries, objection to an ingredient or label claim by just one state may seriously disrupt your ability to distribute nationwide. Ultimately, how you deal with regulatory objections may mean the difference in whether your product is deemed acceptable for distribution or not.

• Interactions between FDA, AAFCO and states
• Avoiding problems
• When to fight and when to bend
• Negotiation of timeframes for correction
• Resolving disputes

David A. Dzanis, DVM, PhD, DACVN, CEO, REGULATORY DISCRETION, INC.

2:45 Networking Coffee Break

3:05 Animal Supplements -- Knowledge is Power

If you understand the supplement markets with all its opportunities and risks, you will be well positioned to create great products for bottom line results. If, on the other hand, you lack all the necessary information, you stand to jeopardize your entire company and worse.

Some people are not aware that there is no legal category for “dietary supplements” for animals as exists for people. The fact is, there are only 2 categories available for these types of products when they are marketed for animals: Animal Feed/Food or Animal Drugs. The factors that determine how your product is classified begin with determining the intended use of the product. Properly determining and understanding the intended use of the product is critical to staying out of regulatory hot water. Key benefit you can take home and implement from this presentation are:

• Brief review of the regulatory environment and recent changes
• Determining factors for animal feed/food or animal drugs
• What claims might I be allowed to make for each product type
• Examples of Intended use and how to determine where your product stands

Bill Bookout, President, NATIONAL ANIMAL SUPPLEMENT COUNCIL (NASC)

3:40 Offering Synergistic Products, Services & Education to Promote Health & Wellness

• Building alternative approaches to further your company's mission
• Developing a system of products and services to encourage consumer engagement
• Understanding the different methodologies to promote health & wellness
• Finding the gaps in the natural supplements market
• Utilizing new packaging technologies to ensure product freshness and quality
• Harnessing online tools to promote lifestyle choices that can enhance consumers' relationship with their dogs
• Opening new doors for pet parents to involve their dogs in their lives
• Sending the message that "we care about your dog"

Martha Smith, General Manager, I LOVE DOGS, INC.

4:20 Private Labeling for the New Pet Health & Wellness Market

What everyone should know before entering into the private label world – an in-depth examination of the skills and strategies you must have to enter this market

A detailed look into the advantages and disadvantages of private labeling.

• The investment and profits to expect
• Getting what you pay for
• How to market effectively

Scott Garmon, President and CEO, THE GARMON CORPORATION/NATURVET

4:50 – Close of Day Two

4:50 – 6:15 Networking Wine & Cheese Reception

Day Three Powerful Nutritional and Marketing Advances in
Pet Food, Treats & Supplements

Friday, June 24, 2011

8:00 Coffee & Networking

9:00 Chairman’s Welcome and Opening Remarks

9:10 All Natural Pet Food Revolution – Panel Discussion

Moderator:

David A. Dzanis, DVM, PhD, DACVN, CEO, REGULATORY DISCRETION, INC.

Panelists:

Martha Smith, General Manager, i Love Dogs, Inc.

Jennifer Fadal, Owner, Wag Natural Pet Market

Sanford Goodman, CEO, Stella & Chewy’s

10:40 Networking Coffee Break

11:00 Thinking Globally, Acting Doggedly: The World of Opportunity for Socially Responsible, Healthy Toys

Stephanie Volo, Top Dog, PLANET DOG

11:40 The Pressure’s On! Food Safety Challenges & Solutions

Recent high profile incidents of pathogen contamination in the human food sector and the adoption of new Federal food safety legislation only increase the need to ensure food safety in pet food generally and the raw pet food sector in particular. Hydrostatic high pressure (HHP) technology is an all-natural process that kills harmful pathogens while leaving intact the essential nutritional and other aspects of raw meat diets and treats.

• What is HHP?
• How does it work to kill pathogens?
• What impact does it have on raw diets and treats?
• How does this impact compare to other processes used in the manufacture of such items?

Marie Moody, President & Founder, Stella & Chewy’s, LLC

Sanford M. Goodman, CEO, Stella & Chewy’s, LLC

12:20 Close of Conference

1:15 – 2:45 Workshop B: Merchandising Health & Wellness – Retailer's Perspective on the Holistic Market:
Balancing Value vs. Cost vs. Profit

Welcome to a very special workshop where you can meet one-on-one with successful retail entrepreneur, Jenn Fadal, owner of Wag Natural Pet Market. She will share with you insights into the burgeoning retail holistic market so you can better understand what motivates the consumer as well as how to position your company to grow according to overall product trends. Discover ways in which the manufacturer can create products that make sense to the retailer. Find out these products contributed to Jenn’s success in her first year – her store was profitable after just one year one and has experienced a 250% growth in revenue in just 5 years.

Would you like to increase sales? Do you want to ensure retailers give your product the attention and placement it deserves? Jenn will tell you the real story about what products sell and why. You will gain insight on how to excite retailers about what your company has to offer, improve the visual impact of your product and articulate what makes your line unique. Attend this workshop for concrete ideas you can implement as soon as you get home.

• Gain buy in from store owners and staff
• Make your product visually stand out among the rest
• Promote what makes your company and your product line unique
• Is it a functional food?
• Will it complement veterinarian-prescribed therapies?
• Is there a "green" property about your manufacturing process or your product?
• Is there a good story behind your business or product?

Jennifer Fadal, Owner, WAG NATURAL PET MARKET

Jenn Fadal is a national Pet Wellness & Lifestyle contributor. In addition to being the founder of her own holistic retail store, Wag Natural Pet Market, this Tampa native can be seen frequently on Media General’s Daytime Television, Meredith Corporation’s Better TV across the country, as well on FOX, NBC and ABC. Jenn also contributes to various publications reporting on health trends and the lifestyle needs of furry friends. Jenn not only works with clients to achieve holistic solutions for their pet’s health and longevity, but she is also a pet advocate, working closely with the Humane Society and various animal rescue organizations.

3:05 – 4:35 Workshop C: Packaging, Labeling, Marketing: How Can You Reconcile Promotion With Regulatory Compliance?

This workshop is an ideal opportunity to present your opportunities and dilemmas to our experienced workshop leader to get your questions answered on the spot. Join this interactive group to discuss:

• Packaging – balancing attractive looks with regulatory compliance
• Labeling – What you can and can’t say
• Acquiring the NASC seal: what this means to retailers and others
• Promotions – What guidelines govern print, internet, mass media advertising and promotions
• Educating the consumer to avoid adverse situations
• Case Study Examples

L. Phillips Brown, DVM, Senior Vice President, Marketing and Regulatory Affairs, NUTRI-VET

Dr. Phil Bown holds a Doctorate Degree in Veterinary Medicine (DVM) from the University of California at Davis and a Master of Science Degree in Animal Science and Bachelor of Science Degree in Animal Physiology from the University of California. He is Sr. Vice President of Marketing and Regulatory Affairs at Nutri-Vet™ Animal Health Care Products, Veterinary Consultant to Newman’s Own® Organics, Veterinary Advisor to The Bradford Group, Past President of the Yavapai Humane Society Board of Directors, former member of the Board of Directors of Prescott College and member of the American Veterinary Medical Association and National Animal Supplement Council. He writes and lectures frequently on the benefits of supplements for animals and lives in Idaho with his wife, two cats and an Afghan hound.

4:35 Adjournment – Thank you for joining us for this ground-breaking event!