Day 1 - Workshops
Cegedim Workshop
Excel in Engaging Stakeholders: Market Access through Cross-Functional Cooperation
Stakeholder landscape complexity
- Who is who?
- Who decides what?
- When will the decision be made?
Pharma employees
- Diversity of teams
- Functions with sensible information management
Solution
- Understanding stakeholders (market access data)
- Brand team cooperation and info sharing (CRM system)
Complete Digital Workshop
Building your own MCM plan
During this workshop you will learn a process which you can employ to create your own MCM plan. This will include the inputs to your own planning workshop, who to involve, what to present, the decisions to be made and the outputs to expect.
We will use some tools to enable you to get the most from your planning session and we will provide a template to capture the plan.
Orla Weir, Marsha Caplin, Senior Digital Consultants, Complete Digital
Veeva Workshop
Enhance customer relationships by using email effectively and without risk directly from your CRM
Other industries have successfully used email to deliver information in a customer centric way and reach additional customers cost effectively. Due to the risk of non-compliance, Pharma has not been able to truly embrace this channel. Attend this workshop to:
- Find out how you can now safely use email - as an integral part of your CRM system - to extend and enhance customer interactions
- Understand how representatives can leverage their relationships with physicians to take their trust into the digital domain
- Discuss how to use Approved Email as part of an overall interaction strategy and how to prepare for implementation
Jan van den Burg, VP CRM Strategy, Europe, Veeva Systems
Anthill Workshop
Unleash the Full Potential of Digital Communication
Since the arrival of the iPad, Pharma sales communication is no longer the same. Or is it?
- Does moving from paper to glass really change that much when the strategy stays the same?
- Are animations and fancy effects the real value in digital?
- Is quantitative measuring of calls delivered the most you can get out of this technology?
- Is the potential of digital limited to sales rep calls or do we miss out on huge benefit when it comes to multichannel?
This workshop session will answer these questions. Discover how to develop or re-think your strategy in a fast-moving, digital, multichannel environment where customer needs and behaviours are changing more rapidly than ever. Get inspired by real-world examples of engaging dialogue-based communication and get insight into simple, yet effective answers on the strategic challenges of today and tomorrow.
Stop talking. Start communicating.
Campbell Alliance Workshop
Marketing Excellence: Ensuring Successful Commercial Planning
A successful commercial plan is tied to strategy, is properly framed and is cross-functional in nature. The path toward commercial success begins years before a product actually hits the market and continues throughout the product’s lifecycle. As a result, it is critical that marketers and other commercial leaders systematically and continuously develop plans to maximize their product’s commercial viability. They must ensure that the logistical aspects of execution are expertly managed and in coordination with one another, and that brand managers and their teams have all the necessary capabilities and support.
This workshop intends to provide an understanding of each stage of commercial planning, including key deliverables at each stage. It also features an interactive working session intended to help participants conduct an organizational diagnostic and to facilitate discussion of existing best practices in biopharma.
Christian Seiffert, Vice President, Commercial Center of Excellence, Campbell Alliance
Wolfram Lux, Director, Commercial Center of Excellence, Campbell Alliance
Atomus Workshop
How to Gain Visibility and Control of your Sales Force Coaching in 2013
This interactive workshop will consist of three parts -
Part One - Learn the 8 most powerful coaching components and why they are needed
Part Two - Chance for you to discuss with your peers issues and challenges with your current Field Coaching and then put questions to the presenter
Part Three - Demonstration of how the a:coach iPad coaching tool brings together all of your disparate coaching components into a central location to maximize visibility, consistency and KPI reporting, allowing you to focus on quick wins and longer term strategic objectives for your training and sales force coaching.
Attend this workshop if you:-
- Would like to understand how global Pharmas are using iPad technology to enhance their coaching effectiveness
- Would like to learn 10 essential steps to improve your field force coaching
- Would like to know the Top 6 coaching KPI's you should be tracking today
- Think your coaching is lacking clarity and consistency but are struggling to prove it
- Find your training budget is not yielding large enough visible benefits for the spend
- Need to take your coaching to the next level and believe a coaching tool could be the way forward
Simon Mormen, Managing Director, Atomus
Day 2 - Workshops
Cegedim Workshop
How to use Digital data for effective one-to-one Marketing.
- Are you capitalizing on what you already know?
- Using customer data starts with collecting it intelligently.
- Making effective and successful decisions in a multi-channel environment.
CEB Workshop
The Challenger Sale: Relationship Selling is Dead
What’s the secret to today’s sales success? If you’re like most business leaders, you’d say it’s fundamentally about relationships—and you’d be wrong. The best salespeople don’t just build relationships with customers. They challenge them.
Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, this work reveals classic relationship building is a losing approach, especially when it comes to selling complex, large-scale solutions. CEB’s research shows that every sales rep in the world falls into one of five distinct profiles—Hard Workers, Problem Solvers, Challengers, Relationship Builders and Lone Wolves—and while all of these types of reps can deliver average sales performance only the Challenger delivers consistently high performance
In this session, CEB’s Matt Kiel will outline how leading companies are adapting their go-to mark approach in response to today’s empowered buyers by changing not just the skillset of the sales force but also the nature of the marketing messages and collateral they use. Attendees will walk away with a plan to take the initial steps in developing an organisational capability to adopt the Challenger commercial model. This workshop covers an introduction to Challenger Selling focused at the sales leadership and sales excellence level.
Formally published as a book in November 2011, The Challenger Sale: Taking Control of the Customer Conversation, this research has taken the B2B sales and marketing world by storm and has been hailed by industry experts and gurus alike—including Neil Rackham, author of Spin Selling, who describes it as “The most important advance in selling for many years.”
ZS Workshop
Implementation - the key to successful KAM
Many pharmaceutical organisations are starting to aspire to a more customer-focused KAM model. The theory is well known, but there is normally a large gap between the theory and reality -- a gap called implementation. In this workshop we will explore the challenges of implementing a KAM strategy in healthcare, and some of the approaches to overcome these. We will draw on recent research conducted by ZS with KAMs throughout the healthcare sector globally, and also on real project experiences of sales force transformations in pharmaceuticals and beyond.
- What is the impact of role design? Why is Clark Kent to be avoided?
- What obstacles do existing processes throw in the way of KAM, and how can these be removed?
- How can key individual capabilities be developed? Why is an apprenticeship model important?
- What organisational capabilities need to change, and how?
- How does this change the role of marketing? What are some new marketing paradigms?
- We all know culture is important, but in what way, and how can we impact it?
Vayen Workshop
CLM was just the beginning. Take Control of the Future.
Closed Loop Marketing Continuum: analytics to business intelligence, face-face to building e-communities
CSL Workshop
Real World Data – real world use?
A workshop providing an over view and insights into the European public domain data that is currently available. It will demonstrate what can be usefully done now and real world examples of how it can help you get a head start. Delegates will leave this workshop with a good understanding of how to go about finding and using data for themselves and how identify and screen partners who can support them.
Antwerps Workshop
Fairy Sales
From the battlefields of animated bar charts to the breathtaking world of suspenseful tales.
How to become a good storyteller and learn how to turn your messages into exciting tales that could be told to the doctors.
Valtech Workshop
The Digital IQ Workshop
The Digital IQ report provides the organizational data needed to decide on a competitive digital strategy. Leverage your existing knowledge to align Key Business Objectives by attending.
Valtech Pharma offers a workshop highlighting the mapping of a true Digital IQ, Process:
Attendees will have access to an online questionnaire with matching stakeholders and follow-up interviews. The outcome of the questionnaire is a report showing the following elements:
- Overall Digital IQ
- Digital IQ divided on to different stakeholders groups
- Stakeholder prioritization
- Gaps between current and future digital ambitions
- Internal awareness on unmet digital needs. (For example Identifying windows of opportunities for Patients Engagement / HCPs)
- Status report on organizational design
How and What to Measure in Digital Marketing
Digital tools become both more sophisticated and mature, Valtech Pharma has developed a methodology to ensure true alignment to key business objectives.
To simplify, we’ve got a test –a secret weapon (if secret weapons can be online):
Valtech Pharma will ensure an eye opening experience in the Workshop, if you can relate to challenges with:
- Patient Engagement
- HCP Engagement
- Formalized process to measure digital ROI
- Formalized part of budget and marketing planning processes?
Valtech Pharma is proud to be part of the quiet interconnected revolution towards truly engaging marketing solutions. Ensure, you, the team and the organization understand the digital drivers, stakeholders, mandate, benchmark and data values.
The Workshop will be conducted by Rasmus Rask, Sr Pharma Advisor, Valtech Pharma
