SECTION ONE: THE FUTURE OF GENERICS MARKETING

Guaranteed enhancements to your bottom line - find out what market trends dictate for the generics industry and how you can position yourself for maximum gain

• Examine the broader picture to identify and measure the most effective marketing tactics in the evolving generics market to increase your earning potential
• Key performance indicators (KPIs) and marketing metrics you need in order to measure the effectiveness of marketing campaigns for your drugs
• Insights into expert analysis on whether branded generics are to become more popular
• How you can add value to your drugs over and above the "low cost" offerings which dominate the current marketplace

Principal, ZS Associates

CASE STUDY

Understand branded marketing philosophy - from the world's largest generics company

• Discover why successful segmentation lies not in fragmenting your customer base but in building up an excellent understanding of the marketplace
• Understand why segmentation must be viewed from a customer’s perspective - without forgetting the impact of other influencers in the marketplace
• Find out how Teva Hospitals maximises its ROI by implementing branded European marketing strategies based on customised marketing approaches
• Hear how Teva implemented a truly integrated CRM system to improve customer interaction and increase competitiveness – and the advantages this has brought
• Is ‘low price’ the best weapon? Or is it simply the fastest route to marketing suicide in the generics industry?

Marketing Manager, TEVA Hospitals

CASE STUDY

Learn about the latest Competence-Based Management Processes (CBMP) as a foundation for star performers in your organisation

• Hear how Ivax bases its field force effectiveness on individual rep’s skill development for long-term performance improvements
• Find out how to audit your sales force to find a balance between your core competencies and your company objectives
• Explore how to analyse your sales force selling-style rep-by-rep and provide constructive feedback to develop skills company-wide
• Lessons from Ivax about the pitfalls you must avoid and critical success factors for a fool-proof implementation of CBMP

International Training & Development Manager for Sales Force Effectiveness, Teva

CASE STUDY

How design optimal sales force productivity initiatives by using CRM systems more effectively

• Real-life case studies which demonstrate the merits and methodology of CRM systems in finding, selecting and segmenting your key customers
• Lessons from Ratiopharm on efficient implementation of a new CRM system in your existing business environment to ensure that your sales force receives the best possible support
• Expert advice on structuring and planning diverse approaches towards your customers through maximising the potential of your CRM system
• Find out how Ratiopharm selects and measures the most appropriate KPIs and how you can undertake similar initiatives to surpass your sales targets

Project Manager Business Systems, ratiopharm GmbH

CASE STUDY

The T2M (Time to Market) principle – discover the critical success factors for a targeted and quick launch of your generics products

• Recognise the external and internal steps taken by Pliva to get its drugs to the market in time and achieve competitive advantage as a result
• Hear how Pliva quickly overcomes the following stages: product idea, nomination, sourcing & development, regulatory procedures, manufacturing, and finally sales & marketing in accordance with the T2M rule
• Benchmarking techniques for overcoming the challenges of bringing your drugs to market quickly enough to ensure you guarantee a substantial market share

Director of Strategic Marketing, Pliva

Customer value and ROI: Blueprints for optimising your CRM capabilities

• Examine the power and increased efficacy of all sales structures by employing the right CRM system in your organisation
• Expert guidelines on the latest CRM systems that help you avoid the wasted kilometres while visiting physicians and pharmacists
• Smash your sales targets by aligning the right “channel” with the right customer using quality documentation and information workflow
• Key essentials for fool-proof analysis and measurement of the results of your segmentation processes for continuous improvement

CEO, update software AG

A best-practice guide to selling generics products effectively in the Spanish market

• Gain an expert overview of generics in Spain – understand what the key differences are between Spain and other European markets – what lessons can you learn from this?
• Key learnings from the Spanish market – discover the crucial role the government, pharmacists and healthcare insurers play in regulatory affairs and how to ensure success through careful management of all stakeholders
• Examine the solutions offered by AESEG and the critical success factors to remain profitable in the Spanish market

General Manager, AESEG

Who are your real customers? How do you contact them and what are their needs?

• Benchmarking techniques for accurate segmentation of your customer data to ensure you successfully allocate your resources and operate on the right targeted territory
• Hear why you need to base your segmentation tactics on hard facts, not ‘good feelings’, and ways to find the right data in order to achieve competitive advantages
• Discover industry-best motivation and development programmes that guarantee optimal use of segmentation by your sales structures

Senior Account & Project Manager, update ICCH GmbH

SECTION THREE: VITAL PERSPECTIVES ON POSITIONING AND PRICING FOR SUCCESSFUL MARKET IMPACT

CASE STUDY

Gain cutting-edge business intelligence on your barriers to market entry - and their impact on your overall revenues

• The EGA and other organisations are forever advocating that barriers to entry create unfair competition and should be abolished – Find out why this mainstream industry opinion doesn’t always prove to be true
• Examine economic theory that shows that the generics industry does not necessarily benefit if barriers to entry are removed to allow free competition
• Understand how generics companies can be more creative towards the originator companies to get around existing barriers to entry
• Explore different types of barriers to entry as well as threats and opportunities they entail to your generics organisation

President, EU Business, Glenmark Pharmaceuticals

CASE STUDY

Are value added services also a marketing tool for generic companies?

• An in-depth overview of value added services within pharma marketing to help you evaluate the profits you can obtain from implementing them in your organisation
• Hear what additional marketing solutions generics companies offer to physicians to gain maximum differentiation from the biggest competitors
• How to identify the key success factors that ensure your value added initiatives fit your brand development strategies

Director, Advisors in Healthcare

Key essentials for differential pricing strategies when optimising sales performance of your drugs

• Insightful analysis on how you can use price to grab a larger share of the market - and what this means for the success of your product and overall profitablity
• Understand to what extent pricing really influences doctors and pharmacist’s prescribing habits and how to spot the moments when you should play the price card
• Key value drivers and common mistakes when aligning price with marketing strategy development process

President, Stada and CEO, Clonmel Health

CASE STUDY

Revolutionise your company’s overall performance by ensuring maximum differentiation of your generics products

• Understand how Betapharm invests in multi-channel approaches towards customer communication and segmentation that build customer trust and satisfaction
• Taking maximum value out of pricing trends – hear how Betapharm successfully integrates pricing considerations into the product development process
• How to make your drugs stand out – learn about effective positioning strategies and hear how you can influence customers to boost your product sales

CEO, Betapharm

Examine critical success-or-failure challenges for generics mergers and acquisitions in the CEE market

• Exclusive insights into M&A in accession countries and why we urgently need to change our misconception of the CEE as an homogenous entity
• Find out why you need to look at economic and cultural effects of the communist legacy when planning and structuring M&A
• Hear how you can dramatically improve your chances of success in an M&A situation in CEE

Research & Development Director (Special Projects), Polpharma

Are mergers and acquisitions (M&A) genuinely valuable and necessary tools to boost your profits?

• Real-life practical examples of M&A in the generics industry and their earning impact on both acquired and takeover companies
• Recognise the rationale for M&A and find out how much critical mass (sales volume) is needed for a successful takeover
• Assess the pros and cons of choosing M&A or continuing organic growth as the most beneficial option for your future profitability

Director, Merrill Lynch