New Stakeholder Marketing

Take advantage of KOL mapping in a joint marketing-medical approach

• Discover how to develop insight into Payors, KOLs and budget
  managers to unify into a compelling proposition for prescribers
• Understand how strategy in industry compares with strategy in a not for profit/public setting
• Find out how to respond to the perception of pharma marketing in health services
• Learn how to achieve the right path to market access and produce the right information, by the right people and for the right people

Michael Zaiac
Assistant Vice President, Medical Affairs
Wyeth

A case study from Oncology: Customer-centric marketing and stakeholder marketing

• Understand the challenges in marketing to changing stakeholders
• Master the art of balancing marketing initiatives to nurses, pharmacists,
  Payors, patients, KOLs

Yasmina Eroglu
Head of Marketing Oncology to EEMEA
Novartis

Spinning plates: Overcome the challenges of marketing to diverse stakeholders from payor to prescriber to patient and beyond

• Find out more about changing stakeholders in today’s marketplace
• How can organisations adapt to new customer models?
• Understand what strategies will deliver the desired strategic outputs

James Macdonald
Marketing Manager
Roche

Medical marketing that's value based

• Maximise the benefit of stakeholder environment in medical marketing
• How does the value concept differ for different stakeholders?
• Identify the current unmet needs, and the added value of new medications
• Find out how to use value-based arguments for successful medical marketing

Dogan Fidan
Medical Director, Global Marketing
sanofi-aventis

Roundtable: How can we manage ROI alongside Key Account Management?

On one hand pharmaceutical companies are striving to achieve a more
disciplined approach to planning promotional strategies to optimise ROI.

On the other there is much talk of shifting the pharmaceutical sales model towards a Key Account Management (KAM) model, empowering KAMs to make more local decisions about account strategy. If key accounts represent, let us say, 70-80% of our business and KAMs are determining the strategy for that proportion of the business then what can we do centrally to ensure a disciplined approach to ROI?

At this roundtable you will have the opportunity to debate the following
key questions:

• How can we tie marketing strategies and offerings to the KAM sales process?
• What can be done to enable an ROI mindset amongst KAMs?
• How can we reconcile account plans and product marketing plans?
• How can we balance the need for rigour and discipline with a desire to empower locally?

Chris Morgan
ZS Associates - Round table sponsors

Build and leverage brand value for life

• Tap the value of your brand as a business and competitive asset
• Discover brand optimization strategies that generate greater value from pre-launch to post-patent
• Find out how to adopt proactive brand management beyond patent and across the portfolio

David Sun
Senior Director of Strategy
InterbrandHealth

Workshop:

Going Global: A Paradigm Shift in Key Opinion Leader Management

In this increasingly global market place, a pharmaceutical company must implement a global thought leader strategy that complements its local and regional advocacy programs. The evolution of a truly global strategic approach to KOL relationships demands a certain paradigm shift from focusing solely on building external relationships on an activity-centered basis to understanding the consequence of not having a well defined, internal process and capability in place to tie activities to strategic initiatives across the entire global organization.

• Why Global KOL and How to Make it Work
• Integrating local factors into a global (HQ-based) KOL approach in order to minimize regulatory risk and maximize success
• Forging, growing and retaining relationships with Global KOLs
• Aligning Medical and Marketing teams by tying strategic initiatives to day to day activities with KOLs
• Measuring outcomes of KOL activities

Simon Mason

COO

Skila