Agenda

7.30

Registration and coffee

9.00

Chairpersons opening remarks

9.10

How healthcare reforms will create significant change in Australia over the next decade

• Expert insights on how the industry will evolve and how you can stay one step ahead
• Ways to avoid the patent cliff and conquer the increase in generics
• How to take advantage of increased hospital spending and extended prescribing rights

Brendan Shaw, Chief Executive, MEDICINES AUSTRALIA

9.50

Panel discussion: An overview of the current PBS pricing reforms and regulatory regimes
The issues surrounding the PBS and its current reforms are severely impacting to the pharma industry, particularly due to high levels of uncertainty. This expert panel will address:

• Latest updates in the PBS/PBAC pricing issues- including a background on the regulatory regime change
• Insights on how to understand price disclosure and examples of TGA regulatory initiatives
• Looking into the moratorium on new products – what is impact of this delay on you?
• An authoritative guide to the  TGA/PBS process mapping and overlap

Jeremy Levy, Corporate Counsel & Associate Director, Australia & New Zealand, BAXTER HEALTHCARE
Duncan Purvis, Senior Manager Regulatory Affairs, JANSSEN CILAG
Brendan Shaw, Chief Executive, MEDICINES AUSTRALIA
Veronique Toully, Managing Director, UCB

10.30

Morning tea break

11.00

The Pharmaceutical is Industry under attack! Equip yourself for major changes

• Gain a real understanding of International enforcement efforts and agency collaboration in the pharmal industry
• Walk the plank – how to deal with the tightening legislation on interactions with health care professionals
• Discover more on the common Australian Code of Conduct framework
• How to avoid sales force paralysis –is balanced compliance the answer?

Jeremy Levy, Corporate Counsel & Associate Director, Australia & New Zealand, BAXTER HEALTHCARE

11.40

Panel discussion: Address the distribution challenge: Is going directly to the pharmacist a positive or negative from a sales and marketing perspective?

• Hear an overview of “Pfizer Direct” and other similar market initiatives
• Discover the potential outcomes of heading down the direct distribution route
• Discover who is picking up the price tab of lost business from the wholesalers?
• Examples of the benefits from nurturing a direct relationship with your pharmacist

Brett Barons, General Manager, Pharmacy, SYMBION PHARMACY SERVICES
Peter Mayrick, General Manager, Australia & New Zealand, INOVA PHARMACEUTICALS
Saul Resnick, VP Life Sciences & Healthcare, DHL SUPPLY CHAIN
Pfizer speaker confirmed

12.20

Lunch

Track 1: Sales

Track 2: Marketing

13.50

Chairpersons remarks

Chairpersons remarks

14.00

In this presentation we’ll look at how a shift towards lightweight mobile devices has spurred new thinking in the way field sales teams are equipped. 

John Ashley, Director of Product Development - Life Sciences, StayinFront Asia-Pacific Ltd

A framework for success in specialist product marketing

• Understand the rules of engagement & how this differs with niche products
• Discover how to effectively build strategic strength
• Insights on the importance of building rapport  
• New media – out with the old? Examine the real pros and cons

Anthony Avvenevole, Sales & Marketing Director, ALLERGAN AUSTRALIA

14.40

Case study: Working with a sales process map
Today’s educated, savvy customer has a high and ever-escalating expectations of suppliers they work with.

• Discover how to be more solution-oriented, and develop proposals that address customer’s business problems
• Understand Sales Process Mapping and how it will help you define the optimum process for building strong business relationships
• Tips on defining the best possible way to go to your market and maintain the customer you want to do business with.

Clyde Foss, Sales Director, Australia, SMITH & NEPHEW

Developing winning Key Account Management (KAM) strategies

• Examine KAM methodology from a clinical and commercial perspective
• Tips on how to manage buyer groups
• Providing value add to the customer across sales, marketing and medical; in a changing environment

Tim Stumbles, Sales & Marketing Director, ALLERGAN AUSTRALIA

15.20

Afternoon break

15.40

Workshop: “Driving the Pharma Rep – GP Relationship into the Future”

Improve the efficiency of rep downtime, increase GP access and detail relevance through the use of location based information.

• Learn how combining known information about your customers and modelled information about patients with a mapping system can add value for sales reps and their customers.
• Visualise customer information for reps at the territory or locality level
• Understand how the territory/locality differs from other relevant areas and tailor strategies/tactics accordingly
• Visualise local population health and disease status data for GPs
• Construct a background story about why your product is needed by people in the GP’s area
• Provide some added value to the GP by profiling his/her catchment area in terms of health indicators or disease status

Shane Pearse, Director, LifeScience Partners

16.40

Appealing to the specialist health care professional: An updated approach to sales

• Tips on working with niche products and how to keep up-to-date with fast moving areas including Oncology
• Developing strategies for ultra orphaned products
• Examples of how to Integrate the MSL into the specialist process

Ricardo Sicurella, Business Unit Director, GENZYME

17.20

Chairpersons closing remarks

17.30

End of day one- Networking Drinks party!

7.30

Morning coffee

9.00

Chairperson’s opening remarks

9.10

Panel discussion: Challenge the current pharma business model for sustainable future growth
The pharma industry is rooted in a changing landscape, in this panel discussion we will look into some of the wider questions that will shape our commercial ability in the near future:

• Understand the impact of scientific advances beyond biomarkers and gene based solutions and how they are changing the way we do business?
• Move from a profit centric model to a value based model. Should you identify your company’s value proposition?
• Potential future revenue streams – determine whether diversification is a sensible option?
• Online medical consultations and health management; are they feasible in a five year plan?
• Discover how initiatives such as the NBN will impact pharma distribution in rural Australia

David Clarke, Managing Director, PAUL HARTMANN
Leah Goodman, Director, Portfolio Development, SANOFI-AVENTIS AUSTRALIA
Andrew Howden, Chief Executive Officer, INOVA PHARMACEUTICALS
Ken MacRitchie, General Manager, Australia & New Zealand, NORGINE
Kirsten O’Doherty, Commercial Director, ABBOTT AUSTRALASIA PTY LTD

10.00

The pharma commercial model: A case for change (Abbott case study)

• What are the key elements of the new commercial model?
• A review of the current industry perspectives and insights on how this might evolve
• Hear an Abbott case study of change

Kirsten O’Doherty, Commercial Director, ABBOTT AUSTRALASIA PTY LTD

10.40

Morning tea break

11.10

Map your future: determine how revolution in biotech will impact your bottom line in 2012 and beyond
Innovations from the biotech industry directly impact pharma. However, so do commercial aspects such as funding, mergers & acquisitions, sales potential and others. This session will give you:

• An analysis of the biotech landscape and how it will affect your company
• Better awareness of the trends and opportunities generated from the industry over the next 3-5 years
• Insights on the funding issues in the wake of the GFC and higher R&D costs
• An understanding of the synergies available from mergers or buyouts

Anna Lavelle, Chief Executive Officer, AUSBIOTECH LTD

11.50

Panel discussion: Put yourself in your customer's shoes - What can the pharma industry do better?
As the health care industry develops so does the traditional customer. Pharma companies, now need to take into consideration the differing needs of customers across a whole range of disciplines, levels and priorities. This panel discussion brings together a group of customers willing to share their opinion on how pharma can do it better!

Belinda Donkin-Evers, Chief Nurse Practitioner, THE WALK-IN CLINIC
Greg Lyubomirsky, Director, Commercial Initiatives & Healthcare Strategy, Asia Pacific, MERCK & CO
Peter Barclay, Director of Pharmacy, CHILDREN’S HOSPITAL, WESTMEAD

12.30

Lunch

Track 1: Sales

Track 2: Marketing

13.50

Chairperson’s remarks

Chairperson’s remarks

14.00

Case study: Effective face-to-face sales strategies
As the industry faces increasing pressures there is a growing need for successful face-to-face sales strategies, particularly in a limited market such as Australia. This session will look into:

• Learn the Constituents of a great face-to-face call
• What skills and techniques will help  improve your success rate?
• Examples of the winning formula- what has worked and what hasn’t for Sanofi

Zoë Pavy, National Sales Excellence Manager, SANOFI-AVENTIS AUSTRALIA PTY LTD

Market a growing number of niche products
Scientific developments are leading to an increasing number of niche products, whether it is due to the development of biomarkers or new targets or the discovery of cures for rare diseases. Marketing departments have to deal with more products with smaller target markets.

• Overview of niche products and the future landscape
• Understand the characteristics of niche products and how to develop cost-effective marketing strategies
• Tips on how to structure your team to cater for this growing area

Donna Collett, Head of Marketing, Haematology, Australia & New Zealand, NOVARTIS

14.40

Coaching and the holy grail of influence: The power of why
The war for talent has become greater than ever and companies strive to achieve more sales with fewer resources.

• Insights on a new model that focuses and aligns employee motivations and beliefs with the company’s business goals: their personal why.
• An effective way to retain as well as source skills for both today and the future

Tim Hicks, National Training & SFE Manager, BAYER AUSTRALIA LTD

Frame it or lose it: Winning the debate before it starts

• People build a series of mental filters to create "frames" which are used to make sense of the world. These frames are not consciously manufactured, however unconsciously adopted in the course of communication processes.
• The application of "framing" theory does not however appear to be consistently considered nor applied in marketing communications and positioning.
• Using healthcare and more popular examples, this presentation will explore exactly what "framing" is, and how, by considering this concept early on in any marketing campaign, the healthcare marketer can be better placed to succeed in winning the marketing battle before it begins.

Douglas Gimesy, Business Manager - Biopharmaceuticals and Marketing Excellence, HOSPIRA (former)

15.20

Develop your sales force into proactive leaders

• How to identify the new skills required by your sales force
• Provide mentoring opportunities & develop clear career paths for better retention & succession planning
• E learning: Does it work? Examine the facts
• Innovative methods to measure the impact of training a sales team managers

Colleen Kavanagh, Learning & Development Manager, SANOFI-AVENTIS AUSTRALIA

Co-promotions and co-marketing: The pros, the cons and the different options

• 7 Rules that guarantee your success in co-marketing/co-promotion ventures
• How do you measure the ROI? Sure-fire methods for your company
• Are different company cultures really that important?
• Who’s working for whom & is it really worth the effort?

Rob Dickerson, Sales & Marketing Director, WARNER CHILCOTT

16.00

Chairperson’s closing remarks

16.10

End of conference