Programme

PRESENTATION INFO

KEYNOTE PRESENTATIONS

From content to care –the future of pharma’s value propositions

The pharma business model has traditionally focused on content e.g. producing and selling products. Generic competition, lack of NMEs, patent expiries and strong focus on value based pricing is forcing pharma to focus on new business models. One obvious solution is to produce evidence based product packets rather than sole products. This will turn the focus from product to service or from content to care. In essence this will contribute to a sustainable, responsible and rational pharma marketing approach for the future.

In this exclusive presentation you will:

• Hear unique research on how you can deliver a more customer, servicerelated product to your customers
• Find out how this approach to your products will increase access and health outcomes and drive market share

Pharma SFE 2.0 – How to go beyond ‘more-of-the-same’ processes, IT, and standard solutions and engage in true business transformation

• Five key transformations still in the to-do list – How to jump from me-too evolution to true organizational leadership
• Overcoming Pharma change management motto: ‘change is great, you go first’
• ‘The emperor has no clothes’ and your CRM has no customers: is customer-centrism in pharma a myth?
• Seven deadly fallacies in pharma SFE: how business transformation is impaired by disconnected structures, processes and behaviours

LUNCH

Pharma's Value Proposition from a customer perspective and what needs to change for future profitability

Consumer power: How will consumer power push and influence how pharma operates

• Hear unique information on consumer trends from Europe on how unless you recognise these trends, you could be devaluing your business
• Find out how you can partner with consumers and create a better reputation for your business
• Hear how consumers have lead other industries and why despite DTC regulations, you need to be listening to this powerful group

Advisory Board Super Panel Session: How will the big pharma business model evolve in the next 5 years?

• Hear different views on how the pharma commercial model will shift in the coming years & things you need to start planning for now to be ahead of the game
• Debate what the rep of the future will look like. Medical advisor? Educational rep? Will there be reps at all?
• Is the pharma commercial model really broken? Does it really need fixing? How much more has to happen before radical changes really start being made?
• Trust and reputation – how can pharma rebuild it’s image and garner trust with customers
  This 90 minute super panel session will give you the chance to probe the minds of the pharma industries leading executives and find out how they believe the industry will change and what they are doing already to prepare their companies for the future.

Coffee Break

Workshops

Delegates can choose from the following workshops:

1. IMS - How to best design incentive and compensation plans that drive real results
2. Innovex - Secondary Care and the future portfolio: How to prepare your sales force for the changing environment
3. Oracle -
4. TNS - Build a successful service model: Transition to physician-centric selling
5. Leandro Herrero: VIRAL CHANGE™: The alternative change management that delivers fast and sustainable change

Opening Day Networking Drinks Reception

VIP dinner sponsored by IMS (by invitation only)

End of Day One

Delegates can choose from the following FOUR sessions on 3-4 April:

1. Training and Development (purple)
2. Sales Technologies (green)
3. Sales Excellence (light blue)
4. Customer Excellence (dark blue)

Sessions run parallel with each other and delegates are encouraged to swap and change in between the sessions.

TRAINING AND DEVELOPMENT - April 3rd

PRESENTATION INFO

Registration and Coffee

Chair Persons Opening Presentation

KEYNOTE CASE STUDY: sanofi-aventis’ proven methods to measure the impact of your training programmes on sales force effectiveness

• Examine the challenges in measuring training effectiveness and gain concrete insights with take home best practice
• Understand the case for sharper metrics and how you can implement them easily to increase transparency of training methods across the organisation

Enhance sales effectiveness through blended learning: Learn how to create a unique mix of e-learning and face-to-face learning

• Examine the benefits of using the latest computer-based programmes to create a progressive learning culture and understand how they can be tailored to meet your organisational needs
• Understand how to effectively combine the best mix of e-learning and faceto- face learning to achieve improved training performance and enhance the effectiveness of your sales force

Simulation-based training- Assess the potential this prevalent tool can have on your organisation

• Strategy simulation, how to teach a way of thinking: Consider the history of strategic simulations and the current state of the art, as well as the reasons why simulation is such a powerful tool
• Understand the pitfalls and success factors of simulation-based training: how to build a coherent training course around the simulation
• How to build good simulations through reality, pressure and analysis, as well as the crucial role of the debrief

Discover the most powerful ways to train, learn & develop your managers

• Understand the skill gaps in your managers in order to improve quality and ensure continuity of development throughout your organisation.
• How to move to a culture of learning to help deliver constant selfimprovement of your managers to increase motivation and productivity.

Coffee Break

Workshops

Learn how Wyeth have successfully used assessment tools to develop and build a strong sales force

• Hear what capabilities and profiles Wyeth look for when hiring sales professionals for winning sales teams
• Discover their secret behind their ability to keep staff turnover to just 3% annually
• Find out the key lessons learned in selecting and developing a highperformance sales force

LUNCH

Selling in a complex healthcare environment: What is the future for your sales representatives and how should this effect your current training programmes?

• Understand payer controlled prescribing and the latest data on the impact on the quantity and quality of sales calls to ensure you optimise your sales message
• Account Management or Selling to Accounts - is there a difference and what are the implications for your Sales Representatives to get it right?

Specialist Sales - how to fill the experience gap; re-deployment or re-training

• Expert solutions for developing the right skills needed such as key account management, project management, the ability to work with key decision makers and discuss clinical data with specialists and professors
• The power of simulated and front-line assessment to demonstrate your reps are hitting their core competencies for ground-breaking assessment and training

Are today’s sales force models and competencies reconcilable with future industry trends and demands?

• What is driving the business today and what are the future trends for the pharma industry
• Examine the effect new models will have on your sales force structure, management, training and development and how you can shape them to meet your organisational goals

Roundtables:  Round 1

Delegates can choose from up 12 roundtables

Roundtables: Round 2

Workshops

Delegates can choose from the following workshops (coffee will be served in the workshop rooms:

1. Cegedim Dendrite:  Create excellence in generating and utlising customer insight
2. Executive Insight:  Network Intelligence as an enabler of winning promotional strategies
3. TBC
4. TBC

Networking Drinks Reception

TRAINING AND DEVELOPMENT - April 4th

PRESENTATION INFO

Registration and Coffee

Chair Persons Opening Presentation

Create the most effective training strategies for your sales force in order to help them understand customer issues and maximise their sales approach

• Find the right ways for your sales force to build good relationships with customers in order to develop repeat sales
• Understand the skills of the effective sales rep and develop the knowledge to implement those skills in your organisation to optimise training and development to ensure cost-efficiency
• Get inside the key motivators for your sales reps and see how they impact on performance

Enhance sales effectiveness through blended learning: Learn how to create a unique mix of e-learning and face-to-face learning

Optimise the performance of your training department: Learn how to create leading edge in-house training networks

• Create viable and effective alternatives to outsourcing training to facilitate your business options and strategies
• Convince the business of the value of internal training champions to create a culture of training and development
• Maximise new product launch training to enable greater sales force focus

Simulation-based training- Assess the potential this prevalent tool can have on your organisation

Outsourcing or In-House? What is right for your organisation?

• Examine the debate for both methods and assess the applicability and effectiveness of each against your organisation
• Listen from experts of both schools of thought about where the future of training is heading

Coffee Break

END OF CONFERENCE

Delegates are invited to attend the other presentations

SALES TECHNOLOGY - April 3rd

PRESENTATION INFO

Registration and Coffee

Chair Persons Opening Address:

TBC

Session 1: Understanding the drivers of change

Identify the reasons for growth in technology and overcome the challenges of updating your current system to meet new strategic goals

• Go beyond just matching your competitors with faster and more effective results through intelligent use of the latest technologies
• How to track exponential growth of the market and use technology successfully to increase performance
• Understand the human factor and how you can manage its impact on your system

Competing on Analytics: How visual analytics and best practice market preparation can ensure a successful product launch

• Proven methodology to assess and optimise launch readiness using advanced analytics
• Find out how to refine your targeting and segmentation strategies, allocate resources and measure uptake once a new product is launched

Session 2: Effective Implementation & User Adoption

TBC

Coffee Break

Guarantee increased sales and competitive advantage with the latest ways to manage your CRM systems

• Explore the most powerful methods of application and monitoring of effectiveness of your CRM system
• The importance of simplicity: Step-by-step guidelines to ensure you remember the end-user
• See how to fit your technology around your business and your people, (rather than the opposite) and use it as the accelerator to your strategic goals

Are you getting the message across through technology?

• Discover the value of an optimally integrated CRM-Closed Loop Marketing solution for Marketing, Sales Management and Sales execution
• Learn how delivering targeted and tailored interactive messages through the tablet PC and other channels increases the representative’s effectiveness and maximises the use And value of your CRM solution
• Understand the opportunity of co-ordinated marketing content development across markets and how technology can accelerate and optimise this
• Understand how the effectiveness of medical reps can be improved by task and workflow automation in an intuitive user experience

LUNCH

Close the loop: How to effectively mix communication and marketing with sales technology to increase sales and ROI

• Understand why it is important to be innovative and try new ways of thinking, in order to create an impact and close the loop
• Learn how Closed-Loop Marketing can support every aspect of the marketing process
• Hear what you can do to better communicate your drug’s key benefits so that the physicians really understand them

Post-Go-Live maintenance: learn the most effective processes for managing this decisive operation

• Discover the key factors which allow manageable, focused maintenance to ensure your system is meeting your required business needs
• How to avoid the pitfalls of new system management through segmentation and analysis
• Understand how to identify the areas for continuous improvement through detailed internal reporting to secure a success roll-out and execution of your strategies

Change Management: A prerequisite for effective implementation of new technology to drive SFE

• How to define the parameters of your organisation in order to create the transparency and communication throughout
• Speed up the process by making use of innovators and early adopters to take advantage of the market changes
• Create an SFE culture with full commitment from senior management to carry the momentum forward through effective preparation and investment

Roundtables:  Round 1

Delegates can choose from up 12 roundtables

Roundtables: Round 2

Workshops

Delegates can choose from the following workshops (coffee will be served in the workshop rooms:

1. Cegedim Dendrite:  Create excellence in generating and utlising customer insight
2. Executive Insight:  Network Intelligence as an enabler of winning promotional strategies
3. TBC
4. TBC

Networking Drinks Reception

SALES TECHNOLOGY - April 4th

PRESENTATION INFO

Registration and Coffee

Chair Persons Opening Address

Analyse the benefits of Web 2.0 and measure the influence it can have on your system

• How sales and marketing can benefit from social networks, blogs and web portals: Best practice implementation lessons and how to get management buy-in
• Understand the costs, resources and skills associated with new media and how to measure your ROI
• Discuss how companies outside pharma are using new media technologies to assist in strategy implementation, change management, the motivation of staff and the generation of feedback from the frontline

END OF CONFERENCE

Delegates are invited to attend the other presentations

SALES EXCELLENCE - April 3rd

PRESENTATION INFO

Registration and Coffee

Chair Persons Opening Presentation:  Damian Colehan, SFE Director, Actis Sales Technologies

From Sales to Commercial Excellence – How to overcome today’s and tomorrow’s challenges

• Understand how to successfully commercialise primary care products and why there is still value in getting the basics right
• Commercialising secondary care products: Is it really so much different? Learn what basic principles work in both secondary and primary care and the key differences
• Global Excellence initiatives: Lessons learned from designing and implementing these programs

Why sales force strategy matters - Working smarter, not harder!

Traditional sales management assumes that a field force implements just one common strategy and that performance may be driven by an optimal mix of coverage, call rate and frequency Recent research shows this traditional view to be wrong and reveals that sales forces in reality may implement 6 or 8 different realized strategies, which may differ markedly from the company's intended strategy.

• Hear research on how individuals in a sales team may differ in their work experience, education, aptitude, training etc and how they will actively copy successful practices and discard unsuccessful ones
• Discover how to recognize these different 'ways of working' and migrate your sales team from a less effective strategy on to a high performing one offers an opportunity to rapidly increase sales by 20 to 30%

Practising what you preach; how does a new sales rep with a sales effectiveness background see the strategies coming from marketing & sales now?

• Find out what your messages/sales excellence strategies look like when they are delivered to their final customer
• Practical ways to motivate your sales force to follow-through and execute the SFE strategies that you create
• Understand why sales excellence/effectiveness strategies stumble or fail and what you need to do in order to ensure a successful implementation and execution every time

How to define Key Account Management: What does it mean and what skills do you need to implement it?

• Expert tips on how to clarify what the environment and situation is – (strategically and locally) before you make the move
• As a sales-orientated organisation, how do you go about internally incorporating medical, IT, marketing, clinical, HR into the selling process?

Supporting sales strategy through effective change management and sales incentive design

The European Healthcare scene is changing fast. The UK is no different where AstraZeneca had to change the way it sold to its client (the National Health Service) - including a review of the structure of its sales organisation, the focus of different roles and the behaviours of its sales force. A powerful tool to reinforce the change was alignment with sales force rewards.

• Hear how focus on client and account management drove multiple sales effectiveness initiatives
• Discover how to maximise return on your investment in total sales force compensation
• See an example of how sales incentive plans are tailored to meet particular sales priorities

Coffee Break

Debate & discuss how sales models are changing & what you should be planning for

• Hear from pharma experts on best-practice techniques for designing the right sales model for your market and products
• Discuss internal barriers to implementing new selling models and how to overcome them

LUNCH

How behavioural change can improve your sales success

Training & Development Case Study: How to implement a strategic vision of behavioural change

• How to use behavioural, activity and sales data to find out how your sales people and their managers are really doing and how this will help you in strategy execution
• Identify the key behaviours that make the difference between average and excellent performance

Delegates are invited to attend the other conference sessions

Roundtables:  Round 1

Delegates can choose from up 12 roundtables

Roundtables: Round 2

Workshops

Delegates can choose from the following workshops (coffee will be served in the workshop rooms:

1. Cegedim Dendrite:  Create excellence in generating and utlising customer insight
2. Executive Insight:  Network Intelligence as an enabler of winning promotional strategies
3. TBC
4. TBC

Networking Drinks Reception

SALES EXCELLENCE - April 4th

PRESENTATION INFO

Registration and Coffee

Chair Persons Opening Presentation

Discover how to identify impactful KPI's that will drive your business forward

• How many KPIs do you actually need? Find out how to assess the right KPIs for your business model and how to eliminate KPIs that are just wasting your time
• Powerful methods for using technology to enable you to track, all KPIs easily, simply and visually

How to develop the right KPIs and how to ensure they are filtered throughout the organisation for increased performance

SESSION: Targeting and Segmentation

Targeting and tailoring your message for better access

• Why you must analyse your customer base and what your environment is first and use this as an underpin for all your targeting and segmentation decisions
• Discover how using segments that tale into account attitudes, behaviour patterns, innovation ranking and independence can help your organisation tailor propositions to your customers needs

SESSION 5: CRM Optimisation & Implementation

Optimise the use of your CRM system and align sales force automation

• How to support the utilisation of regional CRM systems from the global perspective
• Expand the use of your system and build in-depth customer insights across your prescriber base
• The human factor: How to embed processes and integrate your CRM system business processes of sales and marketing

Micromarketing: A quantum leap in Novartis business philosophy

• Hear how a change of mindset helped Novartis move from strategy to execution and helped ensure swift roll-out of strategies with quick results
• Improve marketing plans implementation in your field force through effective resource allocation

Delegates are encouraged to attend the other sessions at this time

Coffee Break

SESSION 6: Sales Force Development: Organisational design, structure and size

How to overcome the challenges in defining & implementing SFE strategies in emerging growth markets

• Understand the key differences between emerging and more mature markets: growth rates, lack of transparency, low maturity of the HC system
• Find out how to plan consistent and comprehensive SFE strategies in this context with smooth roll-out and implementation; hear about Novartis experience

END OF CONFERENCE

Delegates are invited to attend the other presentations

CUSTOMER EXCELLENCE - April 3rd

PRESENTATION INFO

Registration and Coffee

Chair Persons Opening Presentation

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

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

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

SESSION 2

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

Coffee Break

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

LUNCH

SESSION 3: Strategies for Successful Implementation

The effect of behavioural change on sales success

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

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

Delegates are invited to attend the other conference sessions

Roundtables:  Round 1

Delegates can choose from up 12 roundtables

Roundtables: Round 2

Workshops

Delegates can choose from the following workshops (coffee will be served in the workshop rooms:

1. Cegedim Dendrite:  Create excellence in generating and utlising customer insight
2. Executive Insight:  Network Intelligence as an enabler of winning promotional strategies
3. TBC
4. TBC

Networking Drinks Reception

CUSTOMER EXCELLENCE - April 4th

PRESENTATION INFO

Registration and Coffee

Chair Persons Opening Presentation

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?

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 throughout your sales and marketing teams

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

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?

Delegates are encouraged to attend the other sessions at this time

Coffee Break

SESSION 6: Sales Force Development: Organisational design, structure and size

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

Discover how improving FLMs skills will help YOU to ensure your sales strategy is implemented effectively

• Find out how market changes are effecting the role of the FLM
• Assess what kind of coaching programme would be right for your business and how to feed back performance reviews and evaluations into the system
• Find out how to identify the right experts to support your FLM
• Develop advanced leadership skills in your FLM to drive sales force performance

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.

Coffee Break

END OF CONFERENCE