Day 1

Is your organisation pro-active in its response to the ever-changing and complex CEE environment?

• 24 months after accession: Understand how changes in healthcare systems will affect your sales and marketing strategies and how you can prepare your organisation for changes
• Discover what the key issues in pricing & reimbursement systems in CEE are and how you can predict and prepare for future trends by identifying similarities to Western countries
• How will the fast developing countries change in the next 2-5 years? Learn how to predict future developments

Area Director, Central and Eastern Europe, Solvay

Leverage your sales and marketing strategies by understanding the opportunities and challenges in CEE

• Understand where you can take competitive advantage and increase your market share, reach new customers and boost customer loyalty within the CEE countries including new and soon to be accession countries
• Discover how you can evaluate opportunities and risks in rapidly developing countries like Russia and Estonia

Marketing Intelligence Director, Zentiva

Is it too late to build a brand? Are mergers and acquisitions the onlysolution?

• Gain an analysis of the mergers and acquisition market and who the main players are
• Understand the rationale and business objectives behind “merger mania”
• Lessons learnt: Gain an insight into whether it paid off for companies and investors and what the short and longterm risks and benefits are
• Explore new approaches to defend yourself from generic competition
• What does the future hold for the CEE region?

Director, Merril Lynch

Understand how to keep track of, and analyse rapid market changes and transform this into leading sales and marketing strategies

• Gain an exclusive insight into how the CEE region is changing and how your business should position itself for future success
• Find out when and how your sales and marketing strategy needs to adapt and be flexible according to the socio-economic climate
• Lessons learnt: How you can translate mistakes and success stories from Western Europe into your sales and marketing strategies to stay ahead of your competitors

President of Continental Europe, Innovex

Global vs. local: How to leverage your sales and marketing success in developing markets

• Understand that to achieve optimal results you need to define success in sales and marketing in developing marketing by building bridges between global and local actions
• Find out how the alignment of goals, your understanding of the markets, the setting-up of development projects, communication and proper processes will ensure global strategies succeed in local markets
• Gain competitive advantage: Discover how to use development in socioeconomic  status to find tomorrow’s customer, today

Head of Gynaecology and Andrology, Region II, Schering AG

Does using a CRM system make a difference at all?

• Hear about powerful CRM tactics that will ensure you always concentrate on the important: your customers, to boost your long-term sales
• Do you need a fast return on investment? Find out how to select smart investments that will generate positive results, fast.
• Effective ways for facilitating your work and supporting the CRM system that will save time and money

CEO, update software

Commercial effectiveness: A key challenge for the pharmaceutical industry in CEE

• Effective ways to define the right targeting based on the life cycle management of your portfolio and how this will increase the sales of your medicines
• How can you use targeting as a key success factor for your sales and marketing team?
• Proven strategies used for increasing the ROI of your marketing actions by optimising your promotional spend
• Learn how to implement an effective business plan which is coordinated with our marketing plan

Country Manager, Czech Republic, Solvay Pharmaceuticals

An expert guide to choosing the optimal sales force sizing and deployment strategies for your market that will dramatically increase productivity

• Poland, Czech Republic and Hungary – What is the right sales force size and model?
• Techniques used to change, optimise and measure productivity through successful sales force deployment
• Explore new approaches for allocating your sales activities around key customers and key account management to guarantee your products stays at the front of physicians’ minds

National Sales Manager, Boehringer-Ingelheim

Delivering Sales Excellence in the turbulent Central and Eastern European markets

The Central and Eastern Europe (CEE) pharmaceutical markets are interesting not only for their growth potential, but also as a lower cost manufacturing base. Recently, many leading local generics players, such as Pliva, Hemofarm, and Terapia have been acquired by international players who want to boost both their marketing and manufacturing presence in the region. Roland Berger will provide case studies on its experience in the recent past on market (entry) strategies in key markets, such as Russia.

Principal, Roland Berger Strategy Consultants
Senior Consultant, Roland Berger Strategy Consultants

Germany – A case study: How Ratiopharm efficiently organised and steered a two line field force in a mature generics market

• The future of the field force: Gain an insight into the German market, what developments are expected and how this will effect how you organise your field force
• Discover how Ratiopharm implemented a two line field force - one for physicians and one for pharmacies - the lessons learnt and problems faced
• Hear how Ratiopharm regional sales managers to co-ordinate the efforts of the two lines and where each of the lines has it’s focus

Head of Field Force, Organisation & Steering, Ratiopharm

Performance management in the changing Eastern European marketplace

• Understand the challenges and problems that have resulted from the softening of requirements to become a sales rep by the Hungarian government
• Gain best practices on processes, system and strategy to evaluate individual performance of the sales force, based on qualitative skills and given competencies
• How to assure that the whole sales force visits the doctors at a consistently high level and how to adapt the training needs for individuals

Head of Sales, Bayer Hungary

Day 2

Multi-channel approaches: If the physicians truly understood your key messages would your sales be higher?

• If you can’t measure - you can’t manage: How to get message compliance
• Find out how to get 100% coherence between marketing strategies and actual sales behaviour for truly efficient sales and marketing strategies
• Understand how to expand your communication channels and maximise your known channels
• Stop wasting time: one input, many outputs in multiple channels

Founder and Managing Director, Agnitio

Discover how you can create a brand strategy that supports local markets but is still in line with global strategies

• What are the essentials of global branding? Learn how to make tradeoffs according to market insights and customer knowledge
• Identify what is needed to adapt the global brand to local environments and why not taking a pre-made HQ campaign is not an option
• Examine what research should be done locally: What is specific in the CEE countries? How does the global brand plan differ from the local one?
• How can the brand teams work together? Understand what the process of global and local branding are and how to translate this into successful brand strategies and internal communication processes

Regional Manager CEE, Astellas

Brand personality = the key to the consumers’ heart

• How to understand and identify the strategic triangle of the brand strategy
• Why consumers insight is an essential basis for your brand
• Discover how to build a brand personality reflection using consumer patterns
• Find out where consumers’ loyalty actually comes from and how to leverage it

Product Manager for Ukraine & Moldova, Polpharma

Lifecycle marketing: Discover when you should initiate your marketing strategies through your products lifecycle

• Find out how you choose the marketing routes that generate maximum results at every stage of your product’s lifecycle
• Utilise effective ways to begin the measurement of marketing ROI at the marketing planning stage
• Enhance your relationship between R&D and marketing for more effective and targeted marketing campaigns
• Maximise pre-launch and early launch marketing activities in order for your strategies to succeed and find what is successful and what is not

Country Manager, Slovenia, AstraZeneca

What is the best way to work with patient associations and how can you ensure you’re in a win-win relationship?

• The benefits of pharmaceutical companies and patient associations working together - case study examples
• How do the needs and requirements of pharmaceutical companies and patient associations differ? How do these difficulties effect how you work together?
• Effective ways to design and plan successful initiatives with patient associations: How can pharma companies and patient associations harmoniously work together?
• Find out what regulatory changes, socio-economic development and healthcare improvements will affect how pharma and patient associations work with each other

European Patient Forum