Sales Technology Track
(JAPANESE ONLY)

Section 1: A Superior Customer Relationship Management (CRM) Strategy for Japan

Reconsider the Most Effective CRM Strategy for Japan

CRM involves not systems but corporate strategies and philosophies on customer needs.

In this session, the presenter will address the possibility of appropriate CRM strategies for Japan based on critical thinking about whether our CRM meets the needs of Japanese customers or whether it is the same as Western models.

Masao Okazaki
Sr.Director, Sales, Marketing & Management Science, Business Technology
Pfizer Japan Inc.

Multi-Channel Management and Share of Mind (SOM)

Through the introduction of next generation CRM solutions, the presentation will focus on how the collaboration between various promotion channels can contribute to improving SOM and why this is beneficial.

Leo Lee
General Manager
Cegedim Dendrite K.K.

What Goals Can Be Achieved by CRM?

Manage the three Rs and Continuous profit (CRM) - (The three Rs are: Right objective, Right targeting and Right activities)

How to accurately calculate the cost effectiveness of investment in the Japanese pharmaceutical industry by using precise evaluation of the ‘carryover effect’. Master the correct use of target indexes through trial and error.

Yasuaki Nagata
Head of Marketing Research & Analytics Dept., Marketing Division
Nippon Boehringer Ingelheim Co., Ltd.

IT Alone can Create Nothing; Human-Centered CRM is Essential

In this presentation, the lecturer will address the following important points for promoting CRM.

• Why using CRM-related IT is not effective; Understand that Human-centered CRM is essential.
• Ensure sales managers in charge of on-site operations play a key role in directly communicating their significance to MRs.
• Why the ideal vision for IT improvements should be designed primarily for supporting sales managers.

Hiroshi Kaihatsu
Manager, Planning Section Business Strategy & Planning Department, Japan Business Headquarters
Eisai Co.,Ltd

Section 2: Progress in Customer Management Strategy

Progressive Cases of CRM by Pharmaceutical Companies

In this session, the lecturer will introduce various measures for Closed Loop Marketing by overseas and domestic pharmaceutical companies.

Senior Pharmaceutical executive TBC

Future Outlook on New Value Creation through CRM Evolution

This session explores the possibility of CRM from the following perspectives.

1. The essence of CRM and current problems
2. Optimization of sales technology for boosting CRM
3. The possibility of new value creation by CRM

Yoichiro Kawanami
Senior Director, Information Systems
Astellas Pharma Inc.

Panel Discussion

The Significance of CRM Beyond Its Framework as a System

• An important discussion on the reconsideration of Customer Relationship　Management as a way of thinking about the customer and the implications throughout the sales and marketing department.
• An examination of future challenges already introduced in the Sales Technology section of this conference, and the practicalities of introducing them.

Panelists:
Masao Okazaki, Sr.Director, Sales, Marketing & Management Science, Business Technology Japan, Pfizer Japan Inc.
Leo Lee, General Manager, Cegedim Dendrite K.K.
Yasuaki Nagata, Head of Marketing Research & Analytics Dept., Marketing Division, Nippon Boehringer Ingelheim Co., Ltd.
Hiroshi Kaihatsu, Manager, Planning Section Business Strategy & Planning Department, Japan Business Headquarters, Eisai Co.,Ltd
Yoichiro Kawanami, Senior Director, Information Systems, Astellas Pharma Inc.