Programme

7.00am-8.15am

Coffee and Registration

8.15am

Chairman’s opening

8.30am

Marketing to changing stakeholders – nurses, pharmacists, payors, patients, KOLs

• How important is profiling KOLs and stakeholders for planned integration into a successful marketing strategy?
• How to develop insight and gain access into payers, KOLs and budget managers to unify into a compelling proposition for prescribers
• How different marketing roles should evolve for an effective new stakeholder strategy

Johanna Jarvis, Head of Advocacy, Wyeth

9.00am

Take the customer seriously – turning negative customer perception into a competitive advantage!

• Build on customer feed-back to develop an extremely customer centric approach
• Hear how to segment your customer base rigorously
• Implementing a cutting edge account model and drive a robust change management process

Andreas Penk, Oncology President and Country Lead Germany, Pfizer

9.30am

How will marketing evolve in the new healthcare environment?

• Build on our image and reputation as an industry in the eyes of our customers, payors and patients?
• Improve Market Access with better strategies around Pricing, Health Economics and Outcomes?
• Learn how to articulate our corporate value proposition to a wider audience than ever

Dr Jane Griffiths International VP, Europe North, Janssen-Cilag

10.00am

Break & Exhibition (30 minutes)

10.30am

Improve operational efficiencies, relieving stress on the supply chain, reducing design costs and shortening time to-market cycles

• Beat long product development and design cycles that delay the go-to-market effort and reduce a company’s flexibility to increase profitability
• Overcome the difficulty in maintaining the quality and consistency of outputs across multiple geographies, languages and media
• Rise above regulatory and brand compliance hurdles, saving time, cost and risk to product roll-outs

Ron Malloy VP Strategy & Business Development, Kodak

11.00am

Learn how to articulate your corporate value proposition to a wider audience than ever before

• Analyze your proposition´s benefits: gain and loss
• Prioritise the benefits based on your audience´s interest
• Gather evidence showing that the high priority benefits are real and decide what makes your value proposition unique

Carmen Lavid, Communications Director, MSD

11.30am

What should marketers know about payers, market access and risk sharing?

• How should market access impact the marketing process and clinical research?
• How do you craft a value story that is compelling to payers?
• What is risk sharing and who is actually sharing?

Ed Schoonveld, Principal, Market Access & Pricing Practice Lead, ZS Associates

12.00pm

Making partnership work to achieve real world health outcomes

• Responding to the demand for real world population data
• Moving from brand proposition to health solutions
• Creating a sustainable ‘win-win’ for pharma and payer organisations

Richard Farquharson Global Leader New Marketing Practice, AstraZeneca

12.30pm

Performing in the Downturn and Beyond

• Findings from Capgemini Consulting’s global Research Report (Vision & Reality, 8th Edition)
• New approaches to improve marketing performance while reducing cost (with pharma case study)
• Understand levers for gaining effectiveness and transparency in global marketing (spend optimization)

Gunther Illert Vice President, Capgemini

1.00pm

Lunch & Exhibition (1 hour 30 mins) and Agnitio Workshop

The workshop will look at how to better define targets and segments, but also how employing a CLM strategy can meet the challenge of best utilizing the information gathered to more effectively market to individual customers needs.

We will use interactive and innovative methods together with the use of case studies to illustrate and demonstrate how CLM can be deployed to meet todays Pharma marketing challenges.

Led by Morten Hjelmso is the founder and president of Agnitio & Katrine Brach,EMEA Sales Manager, Agnitio

Full details can be found here http://www.eyeforpharma.com/marketing/index.shtml

2.30pm

Achieving Goals Through Shared Communication Platforms - Patient Associations and Industry Working Together

• Transparency in working together avoids suspicion hear how more good comes out of common messages
• It’s easy to fall fowl of the desire for product promotion
• How to create internal alignment for the best outcome: Think 10-15 years not 10-15 months!

Rajesh Gupta, Former VP Global Marketing, MerckSerono

3.00pm

Explore how companies drive product uptake and analyse the effectiveness of their competitive positioning during the launch phase as this increasingly defines market success

• Explore the primary launch challenges and hear a framework to overcome these challenges
• Recognise how resource allocation for launch and re-launch teams can cut your costs
• Understand which Benchmark Metrics are right for your company and discover how these will give you the competitive advantage
• Hear how to educate your customer in the product launch phase and see how this essential to customer loyalty

Ian Talmage, Senior VP Marketing, Bayer

3.30pm

Learn how the right metrics can enhance program effectiveness

• Learn about innovations in geographic customisation & tailoring -- how to track, and diagnose trends to enhance market response to your promotions
• Proven strategies to enable you to measure productivity that will provide valuable feedback on your investment
• Develop a targeting approach based on your customer to ensure you visit the right customer with the right frequency

Hans Nagl, Promotional Response Modelling Manager, Shire

4.00pm

Break & Exhibition (20 minutes)

4:20pm

You can choose from the following workshops:

Pipeline Strategy: How Do We Get it Right?
How can we create a structured approach that will deliver consistently good solutions to my pipeline development issues?

• What can be done if my problem is more than a single molecule or therapeutic area?
• How can I do this well if my budget is limited? ...or do it with greater confidence if I have a bit more resources to put against it?
• Given 'buy-in' to the strategy, how can I assure it is really being implemented?

Workshop leader: Kurt Kessler, Ph.D.Managing Principal, Marketing Services, ZS Associates
Or…..

Pan European pharma marketing innovation: changing market access and launch management strategy to better engage stakeholders, payors and influencers

Workshop leader: Simon Mason, COO, Skila

6:00pm

Networking Drinks Reception

8.00-
8.45am

Coffee and Registration

8.45am

Chairman’s opening of Day 2

9.00am

How to position the 3Ps – Patients, Payers and healthcare Providers – at the front end of the company strategy

• Hear how to Involve Payers early in the Development making process
• Social media programmes bring Patients at the heart of UCB
• Gain a deeper understanding of Patient-Provider dialogue using ethnographic research

Veronique Toully, VP, UCB

9.30am

Pharma Strategic Challenges: Now, I know....

• Review the strategic challenges the the pharma industry is confronted with
• Look at some solutions that are today considered to cope with them
• Discuss the solutions and try to look at them differently

Eric Rambeaux, VP Strategy, Solvay

10.00am

The times they are a-changin’ – facing up to the industry challenges head on

With the industry at a tipping point, and with change inevitable, we will explore:

• The view from your peers on the major challenges
• What the future might look like and trends for unlocking future growth
• How we can be successful in the new world including new pricing, new ‘product’ development and new promotion models

David Coleiro, Strategy Consultant, ConsultComplete

10.30am

Break & Exhibition (30 minutes)

11.00am

Find out how to make close-loop marketing platform a success for your business

• Get a true testimonial on how to leverage digital sales aids to improve your sales materials and maximise your business results
• Understand the challenges and barriers you will be up against and what you need to do to overcome them
• Understand how to put metrics in place to maximize the success of your roll-out and ongoing usage
• Discover the power of leveraging digital sales aids beyond Face-to-Face interactions to optimize your cost per contact, speed of reach and overall ROI.

Dr Michael Lieberenz, Director, Market Strategy and Planning Europe, P+G
Nicolas Kerling, IT Manager, Pharmaceuticals & Oral Care Western Europe, P+G

11.30am

Fusion marketing: From product strategy to integrated multichannel strategy and execution

• How to translate product strategy into multichannel execution
• How to define the relative importance of web in the overall marketing mix
• How to organize for the fusion future and move “beyond presence”
• How to measure success

Fonny Schenck, Managing Director, Across Health

12.00pm

Hear how to transform your business culture from being product-focused to customer-facing

• Learn how to look differently at branding
• The unmet need : attention
• Deliver not just products but added value services to all stakeholders

Akos Kokai Nagy, Marketing Director, Astellas

12.30pm

Move to a real CRM culture to achieve differentiation

• Move to a customer approach based on real customers needs and not what we think their needs are
• Develop a support tool for a multi comercial players approach
• First moves to a multi channel CRM to provide practitioners flexibility of comercial interactions while maximising efficiency

Simon Gineste, Field Force Effectiveness & CRM Head, Novartis

1.00pm

Lunch & Exhibition (1 hour 15 mins)

2:15pm

New ideas in Medical Marketing

• Explore the benefits for patients, prescribers and others
• Analyse the ethical & legal aspects to drive your product uptake
• Hear how LEO Pharma have produced a successful web-based project

Per Akerstrom, Marketing Director, LEO Pharma Nordic

2:45pm

From product to customer centric approaches – brave new world?

• Move from product to customer centric Marketing and Sales strategies to address customer needs in changing markets
• Create the right multi-channel marketing mix to foster performance and drive ROI in different customer segments
• Ensure that multi-channel activities are synchronized though out your sales and marketing teams to improve customer interaction and coherent product positioning

Wolfgang Walter, Marketing Director, Nycomed

3.15pm

Honey bees and their organisation: Drawing puzzling parallels to a human enterprise

• People: Who can sell services, who can deliver it? Are diverse teams really more effective?
• How does business structure influence the decision making process, service delivery and customer experience
• Business Technology: Does it determine services offered or do services drive the technology?
• Should we ever ask customers to kindly leave us?

Armin Pearn, Business Innovation Director, Pfizer

3.45pm

End of Conference!