Customer Excellence

This innovative 2 day parallel session will focus on the issues and challenges you are faced in order to align your organisation with the customer.

The key topics that will be covered include:

Customer relationship strategy:  Discover how leading companies are developing their strategies for complete customer effectiveness

Personalise messages:  Discover what you need to do in order to truly engage with the customer using targeting and segmentation techniques that deliver different messages to different customers

Influence and network mapping:  Understand how to develop targeting and segmentation programmes based on influence networks and networking mapping

Change Management:  Gain an insight into what you need to do in order to maximise the effectiveness of your new strategies to ensure complete buy-in from all stakeholders

Key Account Management: Find out how to complete an account management plan and segment your customers and understand what it might mean for your organisation

Customer Excellence Programme (3-4 April)

INTRODUCTION

What does customer excellence actually mean for your business?

• Discover how leading companies are defining customer excellence and customer-centric strategies in their organisation and what it means for your business

• Benefit from exclusive information from a recent independent survey on how the top pharma companies in Europe are integrating customercentricity and re-developing customer relationships

Dirk Ziegler, Head of Sales Excellence, Emerging Growth Markets, Novartis

SESSION 1: Customer Relationship Strategy

Focus on FMCG – Find out what can be learned by understanding how leading FMCG companies focus on both customers and consumers

• Build your insight into how FMCG companies address their issues and opportunities to optimise their competitiveness

• Review case studies and best practice approaches from world-leading FMCG and financial companies

• Challenge conventional thinking and look for the relevance in your own business in order to overcome market challenges and stay ahead of your competitors

Jeff Broomfield, Global Main Board Director, Glendinning

Find out how re-engineering physician relationships will leverage a new attitude towards truth

• Find out about shadow/truth marketing and how it helped non-pharma brands to get incredible results that drove customer value and attained customer insight

• Case study examples of how several leading pharma companies have tested this approach: Hear their success stories, the impact on sales force motivation, SFE and profiling and long-term relationship building

• Discover how the implementation of “customer centric” models requires to break silos, not only between marketing and sales, but also between sales and marketing and medical - and how you can break these silos

Pierre de Nayer, Partner, Citobi

Develop customer-centric strategies by integrating different marketing channels to address a complex market environment

• Develop integrated Marketing and Sales strategies to segment and address customer needs in changing markets
• Create the right multi-channel marketing mix to foster brand performance and drive ROI in customer segments
• Ensure that multi-channel activities are synchronized thoughout your sales and marketing teams

Wolfgang Walter, Director Sales Force Retail, Nycomed Pharma Germany

Discover how to align your strategy around the key stakeholders and redefine your business model

• Prepare for the future: Who are your stakeholders now and how will they change in the future?

• Organisational changes: Understand how to align your business with your customers and what changes you need to make internally

• Hear how to link all stakeholders both internal and external for a truly holistic view of your customer

• Discover how to plan a customer interaction strategy and engage all your customers and how this affects your bottom line

Andrea Sobrio, Partner , Executive Insight

Roland Powell, Director Marketing and Sales Capabilities Europe , Lilly

The buzz word: Key Account Management (KAM) – What does it mean and how do you make it work for you?

• How to translate the needs of your customers into business requirements and account plans

• Find out how to define excellence in KAM and how to develop this in your business

• Identify the levers of KAM and what the behaviours and skills should be measured that will drive your business

• Why you must draw out best practice from different parts in your global organisation of what KAM should look like for optimum efficiency and productivity

Martin Symons, General Manager, Recordati Pharmaceuticals

SESSION 2: Strategies for Successful Implementation

How Boehringer-Ingelheim Netherlands implemented Closed Loop Marketing (CLM)

• Gain exclusive insights into how to plan, gain buy-in and successfully roll-out CLM in your organisation

• Easy to take-home techniques for developing data gathering-reporting to provide you with unique customer insights o engage your customers

• Develop fast and sustainable customer-focused change management across ales and marketing, medical and IT

Wilbert Beumer, SFE Manager, Boehringer Ingelheim

The Integrated Selling Model: New clients, New approaches

• Why complex healthcare environments such as Spain demand a new selling approach and how Novartis Spain rolled this out successfully

• Essential knowledge for setting up pilots that easily track the progress and suitability of new selling models that add value to your customers

Ignacio Landa Plaisant, Head of Sales Force Effectiveness, Novartis Spain

Francisco Ballester, Head of General Medicines, Novartis Spain

Integrating a comprehensive customer focus programme into the DNA of your organization

• From theory to practice: Understand the pillars of a customer focused organization
• Are social networks viable within the pharmaceutical industry?
• Metrics and Innovation: Catalyst for the future?

Andrew Willy, Customer Focus Director, Merck Sharp & Dohme

Influence mapping and how to develop relationships with your key customers and influencers

• Identify your key customers and where the influences lie to translate this into a meaningful strategy plan by improving segmentation and targeting

• Leverage best practice techniques for understanding your customers and how to provide them with personalised, effective and successful interactions

Sales Strategy expert from Oracle (TBC)

How to implement a customer interaction strategy and engage your most valuable customers

• The right message to the right customer: Tailor your messages and truly engage your most valuable customers – and how to test its impact

• Discover how to select the right media and channel and measure the impact of each for profitability and improvement: What is the ROI and how do you make objective business decisions?

Bart Vannieuwenhuyse, Executive Director CRM, Janssen-Cilag

Align processes and develop excellence across all functions for one single view of the customer

• Discover how to link and align your operational processes around your customers and how to link all departments for a single view of them

• Innovative methods for integrating sales and marketing systems and data for true account management and a holistic view of your customer

Maritta Sauer, Head of Business Intelligence, Orion Pharma

Performance management and measurement: New rules for a new game

• KPIs – Understand how to break away from traditional metrics and implement meaningful metrics that measure your customer-focus

• Powerful ways to amalgamate separate KPIs and develop simple metrics

Paul Kusters, Associate Director Sales Force Effectiveness and Training Europe , UCB

SESSION 3:  What does this all mean for the future of pharma?

The Future for Pharma: How to prepare for future challenges in European Healthcare

Join a lively 1-hour discussion and debate on how the pharma business model will need to change and transform in the coming years

• Benefit from insights from leading companies on how they are streamlining their sales and marketing operations and becoming more customer-focused

• Define your customers now and in the future - and how you should be building your operations around them – governments, GPs, KOLs, nurses, insurance funds, healthcare authorities, private hospitals etc.

Dirk Ziegler, Head of Sales Excellence, Emerging Growth Markets, Novartis

Martin Symons, General Manager, Recordati Pharmaceuticals

For the full agenda and complete list of speakers visit http://www.eyeforpharma.com/sales2008/brochure.shtml and download your PDF brochure immediately.