Agenda

• Analyze the impact of changes in the last 3 years and understand how to capitalise on opportunities
• Find out how the pharmaceutical industry around the world is behaving towards Brazil as an emerging market and take advantage of this momentum
• Understand the implications of a changing market and how to consider them on your long term business strategy

Customer Relationship Management - CRM as a Powerful Tool to Boost Sales

• Identify in what kind of business units is CRM better applied?
• Determinate if it is important to have a software?
• How do your sales force can get and record accurately the important data they need to do the relationship promotions? 
• Learn how to use properly this information to boost your sales
• Debate of some real situations throughout Brazil. 

Mario Augusto De Castro, Ophthalmology Country Sales Manager, Germed Pharma

• Partner with government to increase access to your medicines and support the government's interests in further developments
• Study how technology transfer can be an innovative strategy for a long-lasting collaboration that will ensure a sustainable supply of your products
• Hear a real case study of creating a PPP in order to understand possible advantages and disadvantages

• Hear the requirements to succeed in each model, and what you have to believe to pursue external opportunities adjacent to your core business
• Understand what pharmaceutical companies need to consider before choosing which model to pursue, and why it is critical to make a choice
• Learn about a successful case of divesting adjacent businesses to concentrate on the core business model, and the do’s and don’ts to make the right choice

• Analyze the market’s transformation in the next 2-3 years due to the impact of biosimilars and ensure your company will not be left behind
• Define which drugs will dominate the future and determine how to manage your pipeline
• Find out how to compete even when you have no strong pipeline: Take advantage of your existing portfolio

• How CLM integrates marketing, BI and sales areas
• What is data analytics and its importance to business strategy
• The central role of sales force in customer qualification process

Ricardo Murer, Head of Operation, Agnitio LatAM

Workshop 2:
Actively Managing Your Sales Force in Times of Uncertainty:

• What are the three factors that complicate the management of the sales force?
• Why the use of external consultants to develop strategies for sales force may have its days numbered? (And why this might be a good idea in the long term?)
• An alternative to the downsizing of your sales force (which in fact  generate more profit and less headaches)
• Why the 'in-licensing' strategy is rarely a good idea to develop the business?

• Limitations of present measurement systems
• What are the key drivers of sales?
• New data and tools that allow faster gap identification and management action 

• Hear a successful case study from Merck Serono using an innovative business model to develop long term sustainability for your company
• Implement business strategies with key stakeholders including distributors, payers and KOLs to maintain competitiveness in a highly complex market
• Learn new ways to maximize your resources to build interactions with stakeholders

• Compartilhando experiências - depoimentos reais de pacientes beneficiados por programas de suporte a pacientes
• Como funciona um programa de suporte a pacientes - os “bastidores” da operação
• Viabilizando o acesso - como obter o apoio do SUS e da Saúde Suplementar

• Is there a right commercial strategy to be successful in the region?
• Barriers that need to be overcome before you reach paradise

• Find out how to go from leading communication and media relations activities to support your marketing and commercial business goals
• Stakeholders Management: Ensure effective and compliant relationships with key stakeholders focused on market access
• Engage with the Government and Patient Advocacy Groups to ensure long lasting relationships and boots your commercial strategy

• What have we done in this area and what have we learned? What have been the challenges?
• How is the digital arena changing? Where are we headed in the future?
• Exploring the Digital Marketing tools that shape an integrated strategy: Websites, social networking, SMS, web mobile, email MKT, web meetings, e-detailing and others

• Learn how to develop your SFE teams by implementing a top achievers’ program and increase their level of importance
• Determine how often you need to give training to your sales force to achieve the business results you require
• Manage the knowledge of your sales force training and discover how to generate sales by training your team

• Learn new techniques for maintaining doctor’s attention during time-constrained visits
• Maximize the quality of your rep’s visits by call planning and post call analysis
• Teach your reps how to engage with online information and equip them with the most innovative tools like iPads, iPhones, BlackBerries to maximize their performance

Insight and analysis of recent reforms in health and challenges in Brazil to gain access to public sector institutions

• General review of the health system in Brazil and analysis of public pharmaceutical market developments

• Analysis of the reforms implemented by the legislature in health

• How to build a successful market access institutional to work with government agencies

• Overview of the legislature on how to improve access to high-cost products

for the population

• The regulatory challenges in Brazil in terms of prices and product registration

Panel Session

Develop your sales force, your KAM team, distribution and marketing teams to cover Brazil’s wide territory successfully

•Consolidate your marketing, sales, distribution and KAM teams to effectively cover this vast territory

•Understand & manage your territory to create a flexible deployment of your sales force

•Understand which deployment techniques will increase your market coverage; tailor your sales infrastructure to cover the 60,000 pharmacies

Moderador: Marco Quintão, Assuntos Corporativos, Grupo Racine

Alexandre Franca, CEO, Aspen Pharma

Bruno Chassot, General Manager, Tecnofarma-Zodiac

Adilson Montaneira, Business Unit Director - Established Products, Pfizer

Glaucio Mulé, BU Comercial & Clientes Operações de Negócios, Pfizer

Denis Sousa Ferreira, SFE - Analista Equipe RX, Nycomed

Trade Marketing Strategy: Pharmacies as an essential channel for your products

•Work effectively with your trade marketing teams to promote your products with the pharmacist and gain loyalty

•Identify the real motivation of a pharmacist and detect if they have a preference for a different brand – Learn how to handle this situation

•How to impact the point of sale even if the prescription can be changed: Distribute strategically your products to increase demand

Align your sales and marketing teams to your company’s overall commercial objectives

•Build a strong synergy within your sales and marketing teams to achieve your commercial aims and boost sales

•Connect your sales and marketing teams with your customers by implementing a detailed business model based on the market’s needs

•Understand the importance of balancing your resources to establish a strong performance culture

Carlos Grezlak, Sales & Access Director, Glenmark Pharmaceuticals

Patient compliance programs: Investing in diabetes education to boost your business objectives                                                                       

•Analyze the social, medical and economic impact of chronic degenerative diseases

•Study why investing in medical and patient education is very effective medical marketing tool for the health care industry.

•Diabetes education gives significant opportunities for the diagnostic and pharmaceutical segments

Panel Session

Public-Private Partnerships (PPP) e Judicial Causes

Dr. Reynaldo Mapelli, Chefe de Gabinete, Secretaria de Estado de Saúde SP

Dr. Alexandre Zakir, Corregedor pela Casa Civil na Divisão de Saúde, Secretaria Estado de Saúde SP

Innovative techniques using eChannels: Be closer to physicians

•Hear best practices on how to interact and communicate with your clients using eChannels

•Will online marketing beat traditional marketing in the future?

•Discover a successful case study on using iPad as an eChannel tool to improve your reps quality time with physicians

•Discover how to segment your clients using eChannels to effectively target your marketing objectives

Discover how a Closed Loop Marketing (CLM) can build your brand equity and generate business results

•Maximize the use of CLM to detect unique, valuable insights from the market and your customers

•How to implement an effective communication strategy using CLM

•Improve your Sales and Marketing effectiveness and overall performance by driving more effective customer interactions

16.25

17.05

17.40

Panel Session

The importance of patient groups and their impact on your commercial strategies

•Explore how patient groups influence the decision-making of key stakeholders

•Analyze their input and purpose in the industry and how you can partner with them

•Listen to a real case study on partnering with a patient group to achieve a better access and achieve commercial goals

Moderador: Marco Quintão, Assuntos Corporativos, Grupo Racine

Prof. Dr, Fadlo Fraige Filho , President, Associação Nacional de Assistência ao Diabético & Prof Titular de Endocrinolofia FMABC e Chefe Serv. End. Da Beneficencia Portuguesa de S. P.

Sergio Metzger, Presidente, Força Tarefa Governamental, Federação Internacional de Diabetes IDF

Target physicians successfully by implementing differentiated strategies based on segmentation

•Get to know your doctor: Create a successful segmentation plan depending on their behavior style and understanding of their needs

•Identify the most effective techniques to spot the different types of clients with the correct segmentation strategy

•Determine how valuable is to use data collected by your sales force for Account Segmentation

José Zacour, Business Support Director, Sanofi Latin America

Conclusions and Closing of the Congress -

Carlos Grezlak, Sales & Access Director, Glenmark Pharmaceuticals