8.15
Chairperson: General Manager, Ferring

8.25
Why Marketing ROI is fundamental to the future profitability for pharma

• How you can unleash the power of effective messaging through innovative customer centric marketing strategies designed to bolster your brand profitability
• Understand the role of ROI Analysis in shaping the future of a new commercial model for pharma
• Find out how regulatory restrictions are impacting your marketing practice and what you can do to ensure your branded drugs do not suffer

General Manager, Ferring

9.00
The Bigger Picture: How to deliver profit and create shareholder value by defining your marketing strategy

• Assess quantifiable and specific business risk to secure your bottom line profits
• Top tips to gain the influence and resources you need to speak the language of the boardroom
• Learn how your strategies can drive shareholder value, share price and express themselves not just in terms of sales and profits, but through risk and the cost of capital
• Hear the latest in marketing due diligence: How to use this as a process that tests and improves the shareholder value creation of a marketing strategy
• Identify the sources of marketing strategy risk and ways you can significantly reduce it

Research Fellow, Cranfield Business School

9.35
Case Study: How Lilly applied market research from a granular to a company wide perspective in order to transform raw data into valuable customer intelligence

• Understand why the pharma landscape change has demanded a new role for Marketing Research (MR): Compare and contrast which MR approach will be most successful for you
• Find out why Lilly found it valuable for MR to be a member of the cross functional brand team to communicate results internally and take an integrated approach in devising follow on strategies
• Get your hands on the latest methods to gather and analyse Rx, longitudinal and sales data to gain a 360 degree view of each prescriber
• Learn the best approach for a seamless transfer of marketing data between sales and marketing teams for a harmonised relationship that will revolutionise customer intimacy
• How to effectively use data sets to spot prescription trends and aid your decision making on the most profitable ways to allocate resources and maximise marketing investment for your drugs

Senior Market Research Manager, Lilly

10.10
Break & Exhibition (40 minutes)

10.50
Case Study: How Ratiopharm transformed CRM data into managed customer information to deliver on customer expectations and influence prescription

• How you can learn from Ratiopharms use of CRM systems and multiple data sources to classify and segment their customer base in order to forge closer doctor relationships
• Learn how you can use tour planning, customer selection and coverage as drivers to influence the right customers
• From offer to demand orientation: How the buoyancy of the generic marketplace has created a shift towards customer focussed marketing strategies to secure higher profit margins
• Tried and tested methods you can use to generate valuable customer information out of mass data storage

Head of Business Systems, Ratiopharm

11.25
Case Study: Amgen’s application of market analytics to drive commercial planning

• Listen and learn about the objectives and deliverables you need for successful commercial planning
• Key essentials for a marketing analytics toolkit - Discover how you can devise a marketing plan that utilises the most powerful marketing channels to promote your brand
• Hear how Amgen integrated marketing analytics with their commercial planning to construct a marketing strategy that yields ROI - How can you do the same for your drugs?
• Find out the process, timelines and compliance issues you need to address to deliver and track results on your commercial strategy

Director-Planning, Sales and Marketing, Amgen

12.00
Lunch & Exhibition (1 hour 30 minutes)

This presentation shows how a Swiss-based pharma company attempted a co-ordinated, regional approach to close the gap between marketing and sales and increase operational effectiveness

• Discover how a European affiliate survey showed segmentation and targeting processes as key drivers to improve CRM performance
• Learn what sales & marketing processes you can standardise and what the necessary level of collaboration is to increase efficiency in your targeting strategy
• Find out what data structures are needed to support a standardised S&M approach and assess how your current structure measures up in comparison
• Evaluate the benefits of a closed loop marketing approach and how it can transform your marketing strategy for individual prescribers

Independent Consultant
HQ representative from a Swiss-based big pharma company TBD

14.05
Case Study: How Lilly delivered ROI on critical care customer programmes through a customised marketing approach

• Discover why Lilly implemented a new marketing approach within specialist care in response to the changing environment threatening profitability
• Find out how you can better meet doctor needs through a customised marketing strategy which serves customers not markets
• Solutions and guidelines on how you can effectively utilise a multi-channel approach to increase access to healthcare professionals in the critical care environment
• Professional advice on how CRM and marketing analytics will increase sales productivity – How can you ensure it delivers profitable ROI on your customer programmes?

Customer Operations Manager, Lilly Critical Care Europe

14.40
Case Study: The importance of localised marketing in Roche’s targeting and segmentation approach

• Deliver powerful marketing communications to your field force and marketing teams that result in locally targeted, profiled and adapted marketing messages for each individual prescriber
• Learn about the Roche Near Patient Testing Program – How you can implement a locally adaptable toolkit to segment and adapt your local marketing mix initiatives
• Homogeneous vs. inhomogeneous strategies: How to effectively execute these strategies to sell “in hospital” and “outside of hospital” environments in the point of care diagnostic business
• Learn how strong brand identity can boost your profits - What role do brand managers and marketers need to play to achieve success now?
• Best practice guide on implementing segment specific marketing that exposes the highest value targets for your drugs

Senior Vice President, Global Commercial Business, Roche

15.15
Climate change for the pharma industry… Stormy weather ahead

• Discuss findings and recommendations of the Health Select Committee report and the independent European evaluation of how the pharma industry influences its customers
• Who really has the power? Discover how governments are looking to restrict marketing activities during the launch of new drugs
• Explore the far reaching implications on prescribers and how it will impact your marketing strategy and sales for your brand
• A customers view on how this will impact which decision makers you can target with marketing material on Rx drugs
• Work out new solutions to ensure you don’t lose critical time on the promotional cycle for new and existing brands

Formulary Advisor, NHS

15.50
Break & Exhibition (40 minutes)

16.30
WORKSHOP 1:

A multi-level approach to maximise ROI from a target Universe

An interactive and thought provoking session that will illustrate a structured approach you can follow to implement and evaluate a multi-channel communication strategy aimed at maximising ROI for your portfolio of products in a specific therapy area

Led by: Director International Research, IMS PiTRE

WORKSHOP 2:

Implement a value based customer interaction management approach to securing ROI on marketing & sales initiatives
This practical session will show you ways to use interaction data to derive profitable customer value analysis for each doctor and based on this how you can develop enhanced segmentation models that increases the success and profit margins for your brand

Led by: Vice President, Camelot IDPro AG

WORKSHOP 3:

The Concept of e-Detailing - Myth and Fact

• Find out how to integrate e-detailing into your marketing strategy to increase customer access
• Understand the implications of software and technological developments on pharma marketing
• Real life examples of the successes of e-detailing and how this method will increase revenues for your drugs

Led by: Managing Director, Agnitio

6.00
End of day one and conference networking reception

8.15
Chairperson: Sean Davies, General Manager, Ferring Ireland

8.30
The proof is in the prescription – Measuring marketing ROI: How can you deliver the highest returns for your brand?

• Key performance indicators and marketing metrics needed to measure effectiveness of campaigns for your brands
• Verifiable ROI measurement techniques across different marketing channels that will help to set future marketing priorities and investment
• Gain practical examples of different ROI models companies have used and results gained – Expert advice on how you can design, implement and execute the best model for your brand

Country Principal, IMS Consulting

9.05
Discover how Pfizer used e-detailing communication programs to maximise sales effectiveness

• Learn from Pfizer’s experience of using e-detailing as a method to communicate with physicians in Denmark
• Understand the value of using multi-media visualisations as an effective tool to increase message conveyance in physician marketing
• Find out how e-detailing can improve the quality and consistency of messages delivered by your sales force

Marketing Manager, Pfizer

9.40
Achieve profitable customer relationships through enhanced brand reach, contact frequency and interaction

• The ROI case for e-detailing - Find out if it works, how effective this has been for AZ and determine the business case for this as a prime marketing tool
• Uncover the tactics best employed for online and offline channels – is it a level playing-field?
• Discover how multi-channel marketing allows you to extend the value of the rep-physician relationship
• Exploiting scalability successfully – Learn how to target new customer segments with more profitable marketing strategies

Global E-Business Director, AstraZeneca

10.55
Guarantee ROI through turnkey execution of medical education initiatives

• Discover how medical information can be utilised as an effective promotional tool across your drug portfolio
• Hear real life examples of how pharma companies have used medical communications to make doctors more receptive to prescribing their brand
• Learn by example - Find out how leading pharma have been able to measure realistic ROI on these programs and how to integrate this with your overall marketing strategy

Excerpta Medica – Industry speaker to be announced

11.30
Expanding the traditional promotional mix through new channel marketing approaches

• Hear how regulatory restrictions and ROI limits will shift allocations of resources to more web based, self service, on demand, non personal promotional tactics
• How to correctly invest in the move from traditional marketing channels to alternative digital marketing
• Discover web based opportunities which reflect the treatment process using advanced customer analysis metrics
• Powerful ROI measurement techniques that strengthen the business case for using alternative channels in a cost constrained environment

Director New Channel Development, Bayer

12.05
Case Study: Proven ways to pressure-test your brand strategy and create market leading brand communications

• Understand how you can read and react to prescriber behaviour as it impacts your brand over time
• Discover how to redefine and adjust your tactics even within limited timeframes such as product launches
• Tested methods to build teams that will engage in robust dialogue in order to remove barriers and build shared goals and vision
• New ways to optimise methods, processes, personnel and technology for transparent ROI analysis
• It’s all in the execution: Ensure lucrative gains for your drugs and organisation by executing your marketing ROI analysis from CEO to sales rep

Marketing Director, Astellas Europe

12.40
Lunch & Exhibition (1 hour 15minutes)

13.55
Case Study: ROI measurement of Novartis’ promotion campaigns : From theory to practice

• Understand the rationale behind ROI calculations: Why, What, How and When?
• Hear how Novartis drew conclusions from ROI figures and translated these results into marketing best practice
• Expert advice on industry leading ways to measure surrogate endpoints of promotions, such as impact, awareness, image and customer satisfaction
• Implications of ROI analysis on implementing new strategies and ways to revise existing marketing approach

Head of Marketing, Novartis

14.30
Case Study: Discover how Schering measured the ROI of its online and offline global branding activity

• Learn how you can develop a stronger brand metrics system to enable you to measure the performance of your brand
• Define the key business performance goals and ways to identify those that can be influenced by your brand
• Assess your current global brand position using business analytics gathered and consolidated from advanced data sources
• Integrate online and offline branding activity to gain maximum credibility among patients, physicians, and investors to define the most successful internet strategies
• Take-home examples of measuring brand equity and discover why its imperative for your drugs

Director, Global Business Unit, Specialized Therapeutics, Schering AG Berlin

15.05
Doctor Panel: Access the inaccessible through a marketing strategy that delivers on doctor expectations

• Discover which channels of communication will work best depending upon pre-launch, launch and post-launch of a drug
• How to work out the type and level of information you need to provide in your marketing messages to gain a positive response from doctors and key opinion leaders
• Discuss how this information can be gathered and used to profile customers more effectively in terms of their prescribing power, patterns, behaviours and financial value
• Gain real face-time with your customers and gain blueprints for success that will enhance your strategy, marketing messages and brand position

Panellists comprise of European doctors:
Led by: Commercial Director, Doctors.Net.uk

16.00
Organisational challenges in evaluating marketing investment proposals

• Understand the importance of taking ownership at the evaluation process and the impact of political influence on resource allocation for drugs
• Key Allies - Bridging across functions: Why you need support from key people across relevant functions to ensure you gain input and buy-in to your ROI results
• Be the "what if" pessimist that everybody hates: Why marketers need to take a realistic vs. optimistic approach and challenge customer data
• Market Research - Method to its Madness: Discover how to tackle market research and use it as a reliable source to make decisions without political intervention
• Discover how you can use scenario modelling to assess the impact of key variables on ROI evaluations
• Take a Devil’s Advocate approach to assess the validity of your decisions on ROI and how authentic future projections really are

Head of Strategic Planning, Intelligence & Pricing, Ferring Pharmaceuticals

16.35
Implementation and integration of marketing strategies that deliver significant ROI

• Cost benefit analysis of the different ROI models – Top tips on how to choose one that will work best for your products
• Discover the methods big pharma have adopted in their ROI quest – hear which processes and systems are proven to deliver the best results for your drugs
• Find out how you can achieve marketing ROI from high growth therapeutic areas and make profitable use of these results to improve future strategies
• Benefit from industry best practice:Valuable ways to measure your activity against your competitors, where to set the benchmarks and how to accomplish them

Managing Director, Campbell Bellman

17.05
End of Conference