Seminar Schedule

Date & Time: May 10, 2016 from 5:00 p.m.- 7:00 p.m.
Topic: Commercial Value of Pharmaceutical Branding:  Critical Knowledge for an Evolving Marketplace
-Janet Cullum, Partner, Cooley LLP
-Karen Won, Associate, Cooley LLP
-Elizabeth Carter, Associate General Council at ACADIA Pharmaceuticals
Location: Pharmatek, 7330 Carroll Rd., Suite 200, San Diego, CA 92121
Registration is Free and Refreshments & Appetizers will be served after the presentation

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In today’s increasingly competitive marketplace, brands are an increasingly important and often-overlooked source of maximizing commercial value for pharmaceutical companies.  Strong brands encapsulate a company/product’s goodwill and customer loyalty, drive price premiums, and mitigate competitive marketplace erosion.  This presentation focuses on the commercial importance and value of pharmaceutical brands in the marketplace, particularly in light of increased competition including as a result of the entry of biosimilars.  It will cover interesting data on pricing, advertising, and the patent cliff, and highlight the role that pharma brands can play in maintaining commercial value and profitability in this rapidly evolving marketplace.  We will end with an overview of the complex legal approval process necessary for establishing a successful pharmaceutical brand.

Speaker’s Bios:

Janet Cullum, Partner, Cooley LLP
Janet Cullum is a member of the Intellectual Property Litigation Group and resident in the New York office. Her practice focuses on trademark, copyright, advertising and online marketing and privacy issues.  Ms. Cullum counsels clients in the selection and adoption of trademarks, the legal aspects of advertising and enforcement and registration of copyrights. In her practice, Ms. Cullum assists her clients to identify and manage intellectual property with the goal of realizing and sustaining the significant competitive advantage that intellectual property provides.

A recognized expert on intellectual property law on the Internet, Ms. Cullum was a prominent member of the Silicon Valley community for many years. In 2007, she relocated to the Firm’s New York office. In addition to representing market leading companies in social networking, technology and consumer products, Ms. Cullum is a frequent speaker at national conferences focusing on the legal issues arising in the areas of online commerce, social media, privacy and Internet advertising.

Ms. Cullum is named one of the top attorneys in the United States for trademark litigation and trademark non-contentious matters (Legal 500 2015). She is also recognized as being among the “Top 250 Women in IP” by Managing Intellectual Property (2014). In addition, year after year, she is named one of The Best Lawyers in America in the specialty of Intellectual Property Law and Technology Law, and has been named to the Super Lawyers list by Law & Politics magazine every year since 2006.

She serves on the Firm’s Compensation Committee and is the co-chair of the Firm’s Marketing Committee. Previously, she served as Chair of the Firm’s Litigation Department and prior to that headed the Trademark, Advertising & Copyright practice group and the Intellectual Property Litigation practice group. In 1986, Ms. Cullum served as a deputy district attorney for the county of Santa Clara as part of a Firm sponsored program with the District Attorney’s office, handling six jury cases and a dozen bench trials.

She attended the University of California, Berkeley, Boalt Hall School of Law, where she received a JD in 1982 and was elected to the Order of the Coif. Ms. Cullum is admitted to practice in California, New York and the District of Columbia. She is a member of the American Bar Association, and its section of patent trademark and copyright law, and the Santa Clara County Bar Association. She is also a member of the International Trademark Association.

Karen Won, Associate, Cooley LLP
Karen Won is an associate in the Trademark, Copyright & Advertising practice group and a member of the firm’s litigation department. She joined the firm in 2008 and is resident in the New York office.

Ms. Won’s practice includes intellectual property counseling, prosecution, litigation and transactions on behalf of clients across the technology sector, with a particular focus on biotech and medtech. Her practice focuses on trademarks but also covers copyright and advertising. Specifically, Ms. Won works with clients on the selection, clearance, adoption, and use of trademarks; domestic and international trademark prosecution and enforcement; trademark portfolio management; development of comprehensive branding strategies; trademark licensing; and due diligence analysis. For biotech and medtech clients, Ms. Won also advises on issues relating to the regulatory overlay of FDA proprietary name approvals.

Ms. Won also represents clients in federal litigation, proceedings before the Trademark Trial and Appeal Board, and internet domain disputes before the World Intellectual Property Organization and the National Arbitration Forum. Ms. Won is also actively involved in a range of pro bono matters.

Prior to coming to Cooley, Ms. Won was an associate at Simpson Thacher & Bartlett LLP, where her practice focused on international arbitration.

Ms. Won received her JD from Harvard Law School in 2006, where she was a senior eitor for the International Law Journal. She graduated from Stanford University in 2002 with a BA in Political Science.

Ms. Won is a member of the New York State and District of Columbia Bar and is also admitted to practice before the U.S. District Court, Southern and Eastern Districts of New York.

Elizabeth Carter, Associate General Council, ACADIA Pharmaceuticals Inc.
Elizabeth Carter is the Associate General Council for ACADIA Pharmaceutical Inc., a leader in developing and commercializing innovative therapies for central nervous system disorders.  Prior to her joining ACADIA, she was a Senior Associate at Cooley LLP in the Business Department for over seven years.  Ms. Carter attended the University of San Diego School of Law, where she received her J.D.  She graduated with her Bachelor Degree from University of California, Berkeley with a Major in Molecular and Cell Biology, emphasis in Cell and Developmental Biology and a Minor in Spanish.

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About PTEK U

PTEK U is a local seminar series focused on fostering education and knowledge of drug development and pharmaceutical technology. Seminars provide a forum for scientific exchange regarding topics that affect the biotech and pharma industries. Speakers are experts within the broad scope of pharmaceutical sciences. Topics cover drug development issues, such as analytical chemistry, preclinical drug development, formulation development, GMP manufacturing, toxicology, pK/ADME, drug safety, design of clinical trials, regulatory affairs, and drug delivery and pharmaceutical technology. Participation is open to all interested in pharmaceutical research and attendance is free of charge.

Sessions are held monthly from 8:30 a.m. – 9:30 a.m. at Pharmatek Laboratories, Inc., located at 7330 Carroll Road, Suite 200, San Diego, California 92121.

For information, contact Kimberly Scholz at (858) 805-6383 or

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