20th October, 2005 - DAY ONE

Learn from a comparative analysis of the OTC drugs market and the current and future opportunities for your company

• Appraise the role of OTC medicines and the salient issues for your company in today’s evolving pharma landscape
• Discover what you can learn from the AESGP report on the economic and public health value of self-medication to turn your company into a key player in the OTC market
• Explore the evolution of the traditional self-medication model based on the “producers–advertising–consumer” principle in order to keep ahead of your competitors

Vice-President, The Polish Association of Self-Medication Industry

Understand how a proper tax and legal risk management (TLRM) policy may increase your competitiveness, assure tax effectiveness and compliance of your marketing activities with regulatory requirements

• Learn about Ernst & Young approach to the tax and legal risk management and products designed for the pharmaceutical entities to assist them in design and implementation of the appropriate TRLM procedures
• Recognise the internal and external sources of the tax and legal risk in the pharma industry and find out how to manage such risks using People, Internal Procedures and IT Systems
• Hear about TLRM tools implemented successfully to the marketing activities of the pharma companies

Partner, Pharmaceutical Industry Team, Ernst & Young, Poland
Manager, Pharmaceutical Industry Team, Ernst & Young, Poland

Taking maximum value out of pricing and reimbursement trends in a larger EU

• Understand the external perspective: what payers really care about, their key value drivers and common mistakes
• Gain the internal perspective - find out how to integrate pricing and reimbursement considerations into the product development process
• How you can benefit from integrating into both the R & D process and marketing strategy development process

Director, Simon-Kucher & Partners

PHARMA CASE STUDY:
Discover why ethical standards influence your business competitiveness and lead to long-term financial benefits

• Learn how Eli Lilly rebuilds its company's credibility through marketing strategies which provide patients and physicians with a balanced view of their medicines
• Why Lilly has decided to address the industry’s trust problems as its own – and how investor relations have improved as a result
• Understand why your company must now improve its image in approaching patients, physicians and payers to ensure better medical decisions take place – and improved sales through higher transparency and trust

Corporate Affairs Director Africa, Middle East, Russia/CIS, CEE & Turkey, Eli Lilly Austria

PHARMA CASE STUDY:
How to improve your leadership based on the ‘triple bottom line’ principles in the CEE market

• Learn how Novo Nordisk creates innovative and comprehensive programmes by offering services and education for patients suffering from diabetes - and live up to the triple bottom line requirements
• Recognise the importance of the social and environmental responsibility in your sales and marketing initiatives to build trust which leads to long-term profitability
• Find out about the sales and marketing techniques Novo Nordisk has used to ensure the company approached its sales field, customers and industry partners in accordance with triple bottom line rule

Sales and Marketing Director in International Operations, Novo Nordisk Switzerland

Understand why you need to change your business model according to critical challenges for you in the coming years

• Learn why the traditional model - high risk, long-term and large-scale drug-discovery investments - must change for the future
• Discover why your company should offer comprehensive health solutions, rather than the product itself, and where to seek added value for your medicines
• Explore the key features of a holistic approach towards marketing as an indispensable tool for changing public expectations
• How to identify strategic partners when implementing organisational change to ensure greater accessibility to your medicines

Country Manager, Pfizer Poland

PHARMA CASE STUDY:
Understand what is needed to revolutionise the performance of your company and move drug sales from local to global

• Hear how Sanitas built a new product portfolio in a single member state and a new sales and marketing structure which conquered the global market
• Learn from Sanitas on the threats and opportunities related to the sales expansion and participation in the global market
• Find out how Sanitas took advantage of Lithuania joining the EU and how accession changes impacted traditional markets and regional regulations
• Professional tips for developing effective growth strategy when expanding your company’s operations and moving beyond your national territorys

General Manager, Sanitas Lithuania

How to build effective partnerships between innovative and generic companies – and achieve greater profitability

• Calculate whether the key factors responsible for the development of the generics and the innovative industry are aligned
• Find out how the constantly changing pharmaceutical market influences “will of co-operation” within the industry – and what it means for your plans
• Assess the pros and cons of various partnership strategies, and their implications on your drug sales
• Learn how to ensure product exclusivity while partnering in the pharma market

Business Development Director, Polpharma Poland

PHARMA CASE STUDY:
Gain cutting-edge business intelligence on how to conquer branded generic markets

• Develop viable strategies to compete with national pharma giants dominating the branded generic market and obtain substantial market share
• Low drug prices don’t guarantee high market share: View empirical data that proves this statement and understand how to develop better performing brands over time in a broad product portfolio
• Explore ways to create integrated relationships with pharmacists, doctors and local authorities for improved success when entering branded generic markets
• Evaluate takeover opportunities and solutions that will ensure you participate in the branded generic market

Industry Analyst, Merrill Lynch Germany

Hear how you can take advantage of the change from branded generics into innovative generics in the CEE market

• Find out if the CEE region is ever going to move from branded generics into an innovative generics market and how you can use this transition to maximise your marketing potential
• Discover what you can learn from the Western European generic markets to capitalise on your sales and marketing strategies
• Explore the most effective marketing tactics in the evolving CEE generic market and increase your earning potential

Head of Marketing CEE/Russia, Sandoz Slovenia

HARD-HITTING CASE STUDIES, INTERACTIVE TOOLS AND APPLICATIONS

The workshop will analyze:

Concrete measures to assess the impact of your CRM project on Sales Force Effectiveness

Real pharma case studies will be covered looking at key drivers for successful CRM project management

Development and Implementation of Global Training Initiatives

• Explore interactive MBA style business case discussion format to improve communication between head office and affiliates
• Benefit from the challenges and opportunities in the implementation of global training programs
• Understand the translation, adaptation, formatting, media and production as well as challenges in a multi cultural global training initiative
• Learn how to conduct meetings to sustain global initiatives and empower regional management

Director, Performance Design, Inc.

The Concept of e-Detailing – Myth and Fact

As the boundaries and possibilities continue to expand the meaning of the word e -detailing is changing as well.

• Identify the perceptions of e-detailing
• Find out what e-detailing is today
• The direction and implications of software and technological developments
• How to exploit the great potential offered by e-detailing in your company
• Discover the e-detailing experiences with physicians and sales reps

Managing Director, Agnitio

21st October, 2005 - DAY TWO:

Discover why you need to enhance your segmentation methods to excel both in targeting and the sales field

• Find out the ideas for segmentation tactics that will change your sales and marketing strategies in the CEE region
• Recognise the importance of getting the right message - not only to the right doctor but also to the right segment at the right time - to come up to the pharma market requirements
• Explore key ways for creating and reworking a dynamic segmentation and targeting system to obtain the highest quality customer data

Regional General Manager, Dendrite Benelux, CEE & Scandinavia

General Manager, Dendrite Poland

PHARMA CASE STUDY:
Best practices for the optimisation of sales force effectiveness (SFE) as a priority for your company in the rapidly-evolving CEE market

• How to identify the reasons why your sales reps’ performance may be diminishing
• Practical information on how Fournier implemented the RAC model (Result, Activity, Performance) that monitors sales force effectiveness in Poland
• Strategies to reduce your company’s promotional expenses whilst increasing SFE in order to combat the threat of generics
• How to deal with the lower number of new drugs to be launched on the market in the future and remain profitable
• Understand why motivating and monitoring reps is crucial for enhancing the performance of your sales field

Country Manager, Fournier Poland

Future evolutions of SFA systems and of the measurements of Return on Investment

• Understand the evolution of promotional activities
• Optimise the process for targeting and resource allocation
• Orchestrate sales and marketing efforts on the field for maximum impact
• Monitor the efficiency and effectiveness of your sales efforts through relevant KPIs

Area Manager CEE & MEA, Cegedim

PHARMA CASE STUDY:
How to base your field force effectiveness on individual rep’s skill development

• Evaluate the feasibility of managing the development of individual reps for long-term performance improvements
• Explore how to analyse your sales force selling-style rep-by-rep and provide constructive feedback to develop skills company-wide
• Find out how to audit your sales force to find a balance between your core competencies and your company objectives

National Sales Manager, Boehringer Ingelheim Czech Republic

WORKSHOP: LED BY DENDRITE

The Human-Centric Approach to the CRM challenges of the future

• Identify the key factors responsible for technological success in CRM
• Ways to analyse the human factor in CRM adoption
• How to build in a strategy for the future when implementing customer relationship tools
• Discover flexibility and the principle of “human-centred design” in your technological innovations

Marketing & Solutions Director Europe, Dendrite International

Benchmarking techniques for boosting your sales force performance and successful motivation methods that will guarantee competitive advantage

• Find out why you should improve the working conditions of your sales personnel as a priority in obtaining long-term sales productivity
• Discover the features of modern operational management that will serve as a foundation for building sales capabilities in your sales force
• Understand the increasing importance of district managers and the impact their performance has on your overall revenue
• Guidelines for investigating the best tactics to target, segment and optimise revenue from your most valuable customers

General Manager, Nycomed Poland

Design optimal sales force productivity initiatives through CRM systems as tools to manage communication with clients

• Best practice guidelines for implementing new versions of CRM systems in your existing business environment
• Insightful case studies which explain the merits and methodology of CRM systems in finding, selecting and segmenting your key customers
• Expert advice on how to use CRM systems in centralised and de-centralised organisational structures to achieve your sales targets

Head of Business Systems, Ratiopharm Germany

Discover why a code of ethics in sales and marketing is today’s aspiration and tomorrow’s imperative

• Recognise that your Corporate Code of Ethics is as equally important as compliance with legal regulations when promoting medicines
• Hear how the Latvian Association of International Research-based Pharmaceutical Manufacturers established a code of ethics as a cornerstone of its pharmaceutical business
• Learn how to identify operations which will ensure an ethical approach towards your sales and marketing
• Find out what you need to do as a Sales Manager to maintain high ethical standards when influencing both customers and sales forces - and how this affects your long term profitability

National Sales Manager, GSK Latvia