Program

SALES FORCE EFFECTIVENESS

LATIN AMERICA CONGRESS 2008

WEDNESDAY - DAY 1 – 3RD SEPTEMBER

7.00

Registration and Coffee - Networking & Expo

8.30

Chairman Opening Remarks: José Carlos Ferreyra, President, Instituto de Investigación e Innovación Farmacéutica, A.C.

Session One: Gain long-term competitive advantage in Latin America

9.00

The future of the pharmaceutical market and the role of Key Account Managers in accessing the health system

• How to improve your negotiations with government and regulatory bodies to positively impact sales

• Hear the key legal trends anticipated in the next few years so you can stay ahead of the game

• Build more robust sales models based around local regulations and restrictions to boost sales productivity

• The concept of access to the health system: how to provide specialised training for the sales force and new technologies for access

Julio Portales Galindo, Vice President Corporate Affairs, Novartis

9.30

Learn how your company can outpace competitors with dynamic SFE strategies

• Overview of powerful techniques to outperform the competition

• How we can be innovative in Latin America compared to other markets around the world and avoid mistakes seen elsewhere

• Weigh up the main considerations such as size and structure of your sales force before creating a dynamic SFE strategy to increase cost efficiencies

Juan Francisco Hernández Guerra, Business Development Director, Baxter

México

Session Two: Successful sales models and distribution channels

10.00

The right link between Business Development, Marketing and Sales to ensure a successful Portfolio Management

• Develop successful portfolio Management by creating a shared common vision that each unit can buy into

• Learn how to marry the long term performance of Portfolio Management with the Marketing and Sales Force need for new products

• How to turn product centered models into stakeholder's models: How to define search fields to enhance promotion portfolio

Klaus Kuchen, Business Development Director for Central & South America, Grünenthal - Tecnandina

10.30

Powerful ways to influence big pharmacies and dramatically boost your sales

• Get a deeper understanding of the role of pharmacy chains and the impact their behavior has on your revenues

• Discover how to negotiate successfully with these big dispensers so they are not

replacing your drugs with cheaper generics or different brands

• Techniques to build partnerships with your key pharmacy distributors for long-term growth

Juan Antonio Guerrero Mouret, Commercial Director México & Central América,

Laboratories Sanfer

11.00

Coffee Break - Networking & Expo

11.40

Sales Force Strategies in the Field: ¿Which strategies work and which doesn't?

• Identify Sales Force structure strategies regarding portfolio's type and age

• Analysis of Sales Force structure and evolution by company's category (local, multinational)

• Analysis of the Sales Force structure composition regarding channel's nature (private, public -hospitals, government programs)

12.10

Find out the most innovative sales strategies used for Latin America

• Analyze effective current models such as Key Account Management and Territory

Strategies to keep ahead of the game

• Discover how the work of Key Account Managers can improve the relationship between your company and big clients, such as big pharmacist and supermarket

chains and hospitals to increase your sales

• Find out how to build an appropriate Territory Strategy that will improve your sales force effectiveness and efforts

Carlos Abelleyra, General Director, Wyeth Pharmaceuticals

12.40

Ways to build an effective sales force to deal productively with the realities of local markets

• How to create strong local strategies to accommodate local regulations and market conditions

• Implement powerful communication channels to share key information and drive

the success of regional teams

• Design sales force structures with local knowledge and avoid the pitfalls of blind

planning

Pedro Montero Vargas, National Manager of Medical Visits, Bayer HealthCare

13.10

Conference TBC – (Sponsor)

13.40

Networking Lunch – 1 hour 20min

15.00

3 Workshops – 90min each one (the 3 workshops will run at the same time)

*Find out the topics of the workshops, click "Workshops" on the left hand side of the website

16.30

Coffee Break - Networking & Expo

17.00

Create an effective customer focused SFE strategy to maintain and develop access to physicians

• Develop a more customer focused strategy by learning how to identify the needs, beliefs and challenges of physicians

• Identify the best tools and processes to use when targeting physicians

• Discover the advantages and disadvantages of a qualitative approach vs. a quantitative approach to physicians and how this can affect access

• Explore proven successful methods, such as frequency of the visit, quality of the message and a target plan which build long lasting access to physicians

Luis Arosemena, Marketing Director, GlaxoSmithKline Mexico

17.30

Proven techniques to measure the productivity of your sales force to enhance program effectiveness

• Learn new metrics that can be used to improve your sales force effectiveness and will provide you with feedback on your investment

• Discover how you can tailor the use of metrics to your specific needs and learn how metrics can increase your company's pushthrough

Alberto Bañuelos, SFE & Market Development Manager, Wyeth Pharmaceuticals

18.00

Identify the most powerful techniques to achieve sales and loyalty

• Examine micro–marketing techniques and discover how having a one to one marketing scheme will help you to increase your sales

• Proven techniques to build successful relationships with physicians and gain product loyalty

• Learn new metrics that can be used to measure the impact of different strategies of promotion

María Eugenia Méndez Lara, Sales & Marketing Excellence Manager, Merck Sharp & Dohme

Luz María Ordóñez, Market Expansion and Client Services Manager, Merck Sharp & Dohme

18.30

Cocktail Networking Party

THURSDAY - DAY 2 – 4th SEPTEMBER

8.00

Registration and Coffee - Networking & Expo

8.50

Chairman Opening Remarks: José Carlos Ferreyra, President, Instituto de Investigación e Innovación Farmacéutica, A.C.

Session Three: Training and Development

9.00

Find out the best techniques and methods to create talents within your sales force

• Find out techniques to identify talented reps with managerial potential within your sales force

• Discover how to implement skills development programs for your sales force

to create managerial positions

• Develop complementary process to upgrade the representatives' skills

Juan Manuel Montiel, Medical Sales Training Manager, Bayer HealthCare

9.30

Education & Training: the engine to boost efficiency in Marketing and Sales performance

• The value of education & training for business

• Status of education on Pharmaceutical Marketing and Sales in Mexico and LA

• I.T.E.S.M.: leadership on education & training

Ernesto Carballo, MBA – Academic Coordinator for Pharmaceutical Marketing

and Sales Programs, I.T.E.S.M. Campus Mexico City

9.50

Groundbreaking training methods that build Sales Force Effectiveness

• Innovative training methods: you will discover new tools and methodologies that

help with the education of your sales force

• Discover best practices of implementation of an e-learning tool in Latin America

Learning from the mistakes; what we did right and wrong in technology and learning implementations

• Differences between a traditional rep and a consultant rep: skills and developments that can make the difference between representatives

Carlos Velazquez Meixueiro, Sales and Marketing Training Manager Latin America, Abbott

10.20

Coffee Break - Networking & Expo

11.00

Conference TBC – (Sponsor)

11.30

Discover powerful incentive schemes to improve the efficiency of the sales force in your company

• Best-practice techniques for selecting the most effective incentive plans to encourage both company growth and sales representative effectiveness simultaneously

• Discover how to build an appropriate incentive compensation system that includes long term objectives for your company

• Find out how to create automated incentives that save time and are more accurate

Giovanny Leon , General Manager, Sandoz Venezuela

12.00

Proven strategies that will accelerate the effectiveness of District Managers to put them to work immediately

• Analyze the level of maturity and the functional structure of your sales force to

identify key areas of individual development

• Identify an effective type of communication for each person in your team

• Discover how to develop effective “empowerment”

• Successful coaching tools for district managers that increase your sales

• Examine strategies for your district managers in order to increase the productivity and focus of your sales force

Patricia de Lachica, Training & Development Coordinator, sanofi-aventis

Session Four: Innovative and successful sales tools

12.30

Maximize SFE results and stay competitive using practical

tools and processes

• Recognize and implement the best tools that emphasize commercial message,

appropriate segmentation, excellent visual materials and will enable you to have a proactive team

• Identify the best processes that guarantee successful progress towards your sales targets

• Learn how to concentrate your efforts on creating a successful targeting strategy to stay competitive

Mauricio Ochoa, CRM Director, Schering- Plough Latin America

13.00

Networking Lunch – 1 hour

14.00

3 Workshops – 90min each one (the 3 workshops will run at the same time)

*Find out the topics of the workshops, click "Workshops" on the left hand side of the website

15.30

Coffee Break - Networking & Expo

16.00

Roundtables – 45min (Roundtables will run at the same time)

16.45

Coffee Break - Networking & Expo

17.00

The most powerful CRM trends and tools for SFE that will help you to segment doctors and generate targeting

• Proven excellent sales strategies with CRM tools that can increase your sales and

generate targeting

• Discover ways of creating a relevant message according to your segment to gain

competitive advantage

• Understand who you should target to get the most out of your reps time and create successful physician relationships

André Veloso, CRM Process Manager – Latin America , Roche

17.30

Learn about the most up-to date tools and trends of technology in the pharmaceutical industry for your company

• Discover the opportunities and advantages of technology in staying competitive

• e-detailing and reporting for your sales force

• Find out about online platforms which can be vital tools to define paradigms of interaction and inform your clients

Gerardo Vargas, IT Loyalty Chief & IT Coordinator, Novartis

18.00

Chairman Conclusions: José Carlos Ferreyra, President, Instituto de Investigación e Innovación Farmacéutica, A.C.