PHARMA MARKETING 

LATIN AMERICA CONGRESS 2009

Pre-Congress Workshop

Wednesday 18th February

Meeting Room – Arco-Iris

15.30

Registration and Coffee

16.00

IMS Health Pre-Congress Workshop

Product Lifecycle & Portfolio Management: Strategies to Optimize Portfolio Results

• Best ways and practices to balance the needs of pre-launch, launch and mature products strategies

• Portfolio management: optimizing resource allocation between sales, marketing and strategic investments

• Testing strategic approaches in a competitive computer simulation exercise to drive change behaviour and improve effectiveness

IMS Health

 19.30

End of the Workshop

PHARMA MARKETING

LATIN AMERICA CONGRESS 2009

Thursday 19th February  - Day 1

Meeting Room - Camelias & Arco-Iris

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: LIFECYCLE MARKETING

9.00

Learn how to manage the lifecycle of your product to gain competitive advantage

• Product launch: Learn the best way to create a successful product launch in a saturated market
• How much should be invested at the pre-launch and launch stage? Balance the appropriate financial investment for the marketing mix according to the products' future lifecycles.
• Learn key techniques to prolong the growth phase of a product.
• Sales growth vs. profit maximization: Find the optimal point in the transition to the maturity of your products.
• Identify the advantages and disadvantages of launching a product through a multinational company compared to a local one. Hear how this can affect your lifecycle strategy

Roland von Blücher, Regional Manager Latin America - Merz Pharma

 9.35

Success with Mature Products: Discover successful strategies for marketing products that are coming to the end of their lifecycle

• Examine which formula allows you to promote products that are nearing the end of their lifecycle and what level of resources should be deployed.
• Find out how to choose the right marketing strategy for a mature product to maximize profit.
• Learn how a proven marketing strategy for a late-stage lifecycle product can increase your sales significantly.

Andreas Schoetz, Director Regional Business Latin America - Intendis Bayer Healthcare Group

10.10

A look into the near future for marketing in Latin America

• Understand the key features of the market that shape the direction of marketing in Latin America and how your company should be preparing.
• Examine new trends and innovative marketing plans that are shaping the pharmaceutical industry.
• Powerful marketing initiatives that will give you a competitive advantage.

Ernesto Carballo, MBA. National Sales Manager - Baxter. Marketing Professor  ITESM

Hector Sobrino, Business Support Director - sanofi-aventis

Bernardo Frisbie, General Manager - Glenmark Pharmaceuticals Mexico

Jesus Octavio Morales Bacarlet, Patient Support Program Manager - sanofi-aventis

Rafael Quintanilla, Division White's Director - Schering Plough Mexico 

Hector Alejandro Olvera Hernández, Product Manager, Winthrop - Generics Division - sanofi-aventis

Sara Peredo, Communication and Public Relations Product Manager - Pfizer Mexico

10.50

Coffee Break - Networking & Expo

11.30

How can better portfolio management allow you to penetrate the market and maintain the position of your drug?

• Hear proven strategies to effectively manage your product portfolio to keep your drug at the forefront of the market.
• Analyze innovative penetration techniques that will help you manage the market successfully with the lowest cost.
• Learn the basics on developing a portfolio plan for long-lasting products in the market so they continue to grow.

Lorena Cabré Gutiérrez – Former - Global Brand Manager – Bayer Health Care – Consumer Care HQ (TBC)

SESSION 2  MARKETING STRATEGY

12.05

Learn how to cost-effectively adapt your global marketing strategy to a local environment

• Create strategies focused on your local market conditions, considering social, economic and cultural factors.
• Hear how you can adapt your global marketing strategy to your clients needs to increase and maintain access.
• Learn how to measure the impact of your local marketing strategy to ensure you are allocating your resources in the most effective way.

Gerardo Guerrero - Oncology and Infection Disease Director - Schering- Plough Mexico

12.35

Create a marketing strategy based on cutting-edge segmentation and targeting to add value to reps and physicians

• Discover the most advanced segmenting tools to boost productivity and perform effective targeting.
• Learn how to specialise your marketing initiatives for different types of clients in order to specialize most of your time and financial resources.
• How can you perform successful segmentation and targeting? Hear proven methods to increase product loyalty.

Rafael Garcia Gama, Marketing & Sales Manager -  MSD Oncology Mexico

13.10

Discover the power of creating a Territorial Analysis alongside your marketing strategy

• Analyze the advantages of a Territory Plan and understand how this helps you overcome potential problems in your marketing plans.
• Discover how setting up a Territory Plan along with your marketing plan can help you decrease costs and carry out a more focused strategy.

Edvard Philipson, VP Latin America - Ferring Pharmaceuticals

13.45

How Marketing Research allows better decision making in critical factors of a product

• Know the importance of correct benchmarking.
• The importance of a communicational strategy and its feedback.

Adriana Lanza, Business Unit Manager  - Cegedim Strategic Data, Argentina 

14.15

Networking Lunch - 1 hour

15.30

Workshop - 90min

Cegedim Strategic Data

How to create a successful promotional mix

• How to optimize the resources of promotional investments
• Learn the importance of having a detailed knowledge of the numbers and position of your competitors’ products, to build a better marketing mix
• Learn how to distinguish opportunities in different markets  

Cegedim Strategic Data

TNS Healthcare

Optimizing the Message and the Messenger:

A Guide to Creating the Most Effective Sales and Service Experiences

The vast majority of pharma companies around the world have begun to transition from traditional sales models to new physician-centric service models.  But while most companies understand the need for this new approach, few can clearly define what the new service model looks like or how to create it effectively in their organizations.  

This interactive session will give you a blueprint for building a successful service model—and ensuring you optimize every contact with every physician.  It will guide you in maximizing the effectiveness of both your representatives (your messengers) and the information they deliver (your messages).  You will hear the results of our newly-updated multi-country study with physicians revealing:

• If—and to what extent--doctors are experiencing change in their interactions with pharma as the new service models are implemented
• Which sales and service activities physicians value most in their interactions with pharmaceutical companies
• How doctors rate the top pharma companies in terms of their performance across the full range of selling and service options
• Which pharma sales forces have established the strongest relationships with physicians

Plus, you will learn proven lessons on how to improve call quality from TNS Healthcare’s continuous tracking survey of doctors in 6 European countries.   You’ll gain critical insights into a wealth of key areas, including:

• Where reps are “on” or “off” message and how that impacts prescribing intent
• How global, regional and local messages shape prescribing—and how effects vary by country
• How the rep’s relationship with the doctor influences call results
• Whether—and how much—detail order drives detail impact

What new metrics you need to support success in today’s competitive environment

17.00

Coffee Break - Networking & Expo

17.30

Launch Excellence

IMS recently finalized the largest quantitative assessment of product launches ever conducted.  Based on in-depth analysis of these launches, IMS identified key drivers that companies should focus on to maximize future launch successes.

Fernando del Río -Director, Consulting, North Latin America - IMS Health

18.00

Learn how to create accurate market research for a successful marketing strategy

• Discover what makes research a success or failure.
• Research to understand or research to valid our understanding.
• For what reasons is some marketing research unsuccessful?.
• Examine how research can contribute to build brand equity
• What is the difference between traditional methods vs. innovative techniques to build brand equity
• Research ROI

Maria Eugenia Mendez Lara, Sales & Marketing Excellence Manager - MSD Mexico

Sandra Gonzalez Perez, Marketing Research Manager - MSD Mexico

18.35

Trends, paradigms and new marketing strategies in the Pharmaceutical Industry

• Learn to recognize when your strategy is part of the problem and not the solution
• Identify the context and the market trends and learn how your strategy needs to adapt
• Find out new strategic models and develop your own ones

Ernesto Carballo, MBA. National Sales Manager - Baxter. Marketing Professor – ITESM

19.10

Cocktail Networking Party – (1 hour). End of 1st day

PHARMA MARKETING

LATIN AMERICA CONGRESS 2009

Friday 20th February  - Day 2

Meeting Room - Camelias & Arco-Iris

8.00

Registration and Coffee - Networking & Expo

8.50

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

9.00

SESSION 3 BRANDING

9.00

Which branding programs work and which don't? How to find out  with effective measurement of their effectiveness

• Discover how to draw up branding programs that will add value and enrich your brand.
• Powerful branding methods and techniques that will differentiate your product from your competitors.
• Learn how to develop an emotional link between your brand and your clients to increase brand loyalty and awareness.
• Learn how to measure the effectiveness of your branding strategy.

Jaqueline Haces, Business Performance Manager - Roche Mexico

9.35

Hit the Sales Point: Business Development at the pharmacy

• How to create a constant marketing strategy that will increase productivity?
• Identify and learn the most innovative marketing and branding strategies to work with the pharmacist that will help you maximize your brand presence and improve relationships with pharmacists.

Alberto Jaimes Trujillo, Sales Director - Key Accounts - Valeant Pharma Intnl

10.10

Discover proven branding techniques to improve communication with clients

• Create a powerful branding campaign which targets doctors and will help you to gain product loyalty.
• Analyze current sampling techniques and discuss which is right for your drug.
• Discover the power of a sampling campaign to create brand awareness and brand recognition with physicians.
• Analyze successful ways to create branding such as sponsoring events, social care plans and a corporate media campaign to increase brand awareness.

Lourdes Asato – Marketing Director - Laboratorios Silanes

10.45

 Coffee Break - Networking & Expo

SESSION 4 MULTI-CHANNEL ROI

11.30

12.05

Analyze the most effective techniques to measure your ROI according to the channel used

• New models to predict ROI and evaluate which models are right for your business.
• Learn best-practice methods to measure your marketing ROI according to the channel used for each product.

Jesus Octavio Morales Bacarlet, Patient Support Program Manager - sanofi-aventis

SESSION 5 e-MARKETING

12.35

Discover the advantages of an e-Marketing strategy: When and which tools will be useful for your marketing?

• Analyze the best e-Strategy for your product and how to use new methods to reach your client.
• Determine the impact and coverage that an e-Marketing strategy may have and learn how to implement it.

Brenda Sanchez Aguilar, e-Marketing Coordinator - Bayer Schering Pharma

13.10

Networking Lunch - 1 hour

14.10

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

Meeting Room - Camelias & Arco-Iris

• Lifecycle Marketing
• Portfolio Management
• Marketing Research
• Branding
• Multi-Channel Marketing Strategies
• e-Marketing
• Segmentation and Targeting
• The importance of Patients in branding positioning and marketing strategies: Learn why it is important to know how physicians are prescribing your product and how it impacts the branding positioning. Perception of the expected branding positioning vs. the actual branding positioning. Cegedim Strategic Data

15.00

Coffee Break - Networking & Expo

15.30

See how a successful e-Marketing platform can create a close relationship with your client

• Client Relationship e-Programs: Analyze how an e-Program focused on your client can increase positioning and show a real e-Marketing investment return.
• Short-term leadership: Examine e-Marketing strategies that will help you penetrate the market quickly to give you a competitive edge.
• Discover how a company can become a leader in the short-term by using a successful e-Marketing campaign.

Manuel Sánchez Raygoza – Business Unit Director - Punto Pen

16.30

How to integrate e-Marketing strategies to your CRM programs

• Find out the advantages of an e-Marketing strategy and see how you can use it in your company to maximize your investment.
• Understand why CRM and an e-Marketing campaign can lead to an excellent relationship with your client to maintain competitiveness.
• Discover how marketing and CRM can work together to address customer needs and drive ROI.

Lizbeth Estevez, Business Technology CRM Regional Manager - Pfizer Latin America

17.10

Chairman Conclusions

17.30

End of the Congress