May 19th

May 20th

Start: 09.00

Start: 09.00

Finish: 18.30  

Finish: 16.00

Cocktail Party: 18.30 - 20.00

Day 1 – 19th May 2008
                                                                                                               
Chairman: Professor M. Aoi, Graduate School of Business Administration, Keio University

• Technology always drives marketing: the impact of Web 2.0
• The importance of listening to the myriad voices of consumers on the web and tools which enable you to do it (Crawler and Text mining)
• New challenges for marketing executives: how you can take advantage of evolving new technologies, and respond to more powerful consumer voices

Web 2.0 Marketing: New perspective for engaging with end users 

Understand the trends and challenges pharmaceutical marketing executives will face in the next 5 years

Co-presentation:
Chairman：Professor M. Aoi (Keio University)
Mr M. Toriyama (Nomura Research Institute)

• Effective portfolio management based on cross-functional team
• Strategic options to maximize brand impact: ways to select in-house strategic alliance, or out-licensing

Effective portfolio management for brand maximization

Mr S. Tanto, Head of Corporate Strategy, BDL, Alliance Management and Strategic Marketing Division, UCB Japan

• What are critical success factors?
• How to align early issue detection and marketing strategy implementation?

For Achieving Marketing Excellence　- What are Challenges and their impacts at each stage of drug lifecycle management?

Mr E. Shu, Vice President, Management Consulting, Consulting & Services, IMS Japan K.K.

• Why we need some form of ROI in pharmaceutical marketing
• Understand ROI – what is it and how can it be measured?
• Analyze ROI – the data needed and common hurdles
• Apply ROI – examples of how do we apply it in marketing?

How to tell if you are making the wrong marketing decision: using marketing ROI

Dr A. K. Bates, President, Eularis

• This presentation will demonstrate how a holistic campaign to develop a small market achieved success
• The campaign was geographically focused and relied on applying strategic skills directly through the individual representative
• The combination of opinion leader relationship building, GP training and direct-to-consumer information resulted in significant and rapid gains in sales and market share

Creating growth through joint working between marketing and sales force in a micro-marketing campaign

Mr. D. Impey, Former European Director of Marketing, Eisai Europe Ltd.

• Encourage collaboration between marketing and R&D through organization transformation
• Learn how to strengthen the relationship with an overseas head office

Encourage collaboration between marketing and R&D

Professor H. Nakamura, Business School, Keio University

• How R&D and Commercial departments can work together and what role marketing should have in the Research and Development process
• Early Planning and early Commercialization: Can marketing identify niche markets for R&D by-products?
• The uniqueness of the Japanese corporate structure, and how non-Japanese companies can adapt their global model to the Japanese one

How early is too early for Commercial departments to get involved with R＆D?

Dr P. Keohane, Executive Officer, Vice President and Head, Japan Research and Development, AstraZeneca K.K.

• How to accumulate useful market data
• How to create an infrastructure to collect the information your marketing team needs

IT / Process framework to support Product Managers in a rapidly changing Market

Mr T Shozen, Head of Organization & Information Japan / Korea, BHC Central Administration & Organization, Bayer Yakuhin, Ltd.

• How to integrate research into your marketing strategies
• The importance of market research to pharmaceutical companies

The real value of market research, and how to make it visible for the right decision making

Ms K. Fujikawa, Director Marketing Research & Business Intelligence, Pfizer Japan Inc.

• Learn how to structure your market research
• Which type of research method should you use when?
• Case studies: 1)sales forecasting, 2)message design, 3)analysis of prescription determinants

The science of “finding out”
Design your market research - from issues translation to marketing science

Mr H. Hatanaka, Senior Analyst, CareNet, Inc.

Workshops

Day 2 – 20th May 2008

Chairman: Philippe Auvaro, Sales Division, Deputy Director and Head of Administration & Planning Bumon, GlaxoSmithKline

• Learn how to go beyond the standard practice of customer management currently practiced in Japan
• Understand why the whole management and marketing team have to understand your customer’s voice

Discover how Customer Care Centers can help to create a strong tie with your end-users

Mr N. Kumazawa,  Department Manager,  Customer Care Center, GlaxoSmithKline K.K.

• How to understand patients’ behavior using psychographic segmentation
• The future role of patients, and collaboration with patient advocacy groups and other stakeholders

Customer-Focused marketing in Japan, and how to pay more attention to the end-user's need

* Senior pharmaceutical executive TBC

Pharmaceutical companies around the world are faced with growing challenges in customer access, emergence of new customer entities and increased regulation. In response to these changes several companies are experimenting with the New Commercial Model in many markets around the world, and leveraging technology in exciting, different ways. This session will cover an overview of the model, enabling technologies and its importance for the Japan market.

The New Commercial Model in Pharmaceuticals - A Japan Perspective

Mr. R. Krishnan, Vice President – Product Strategy, Oracle Corporation

• Learn from experiences in making Promotion Response Studies insightful and actionable across countries
• Will Promotion Response Analytics always be the same considering the country or product life cycle stage?
• Ideas around communicating Promotion Response Study results to various functions and managerial levels

Promotion Response Analytics: Learn how insight into local promotion response delivered a global performance–based corporate culture

Mr. H. Nagl, Senior Manager, Global Business Insights and Commercial Operations, Shire USA

• How Product Managers in different countries can work together
• How your sales subsidiaries can effectively communicate with each other

How to produce effective global synergy in marketing

Mr Y. Sonoda, Manager, International Business Department, Daiichi Sankyo Co,LTD.

• How to define your global marketing strategy
• What are the real differences between global and local teams?
• Issues in training and development of global leaders

Global Brand Management: What are the roles and functions of successful global leaders and local leaders?

Mr T. Hirata, Director,
Product and Portfolio Strategy, Astellas Pharma Inc.

Roundtables

• Current issues in the Chinese pharmaceutical market
• Differences between western and Japanese pharmaceutical brand strategies in the Chinese market

How to maximize the market effectiveness in the Chinese pharmaceutical market

Mr Y. Guochao, Associate General Manager, MedMed Group

• Where is the Korean industry now and what kind of future opportunities lie for Japanese companies in Korea? 
• How generics will evolve in the Japanese market: Learn from the well-developed US and Korean generics markets
• How Japanese pharma can stay ahead of international competition through collaboration with Korean and Chinese partners

The Opportunities & Challenges for Japanese pharmaceutical companies in the Korean Pharmaceutical Market

Mr D. Kim, Head of Global Business, Connect & Development, Daewoong Pharmaceutical Co. Ltd