SFE Challenges facing the Pharma Industry and how you can respond to deliver sustainable ROI on sales activity

• Evaluate and assess the latest figures for sales force ‘growth and decline’ in the changing pharma landscape and why you need to change your sales model to retain market share
• Discover how the latest regulatory changes and fresh sales force initiatives are redefining how pharma companies communicate with physicians to increase share of voice and market share
• Find out which alignment models and performance measurement schemes will deliver biggest effectiveness gains
• Work smarter not harder – How you can adapt your performance metrics to reflect the changing use of longitudinal and Rx data and improve the efficiency of your sales force
• Productivity metrics that will help you promote your drugs according to the market structure rather than disease state - and increase prescription sales as a result!

VP Sales Operations, Sanofi Aventis

Addressing the Pharma Growth Challenge: Strategies to Successfully Create – and Deploy – More Effective Sales Models

• Learn how to respond to market challenges over the next two to five years and how to improve sales force effectiveness.
• New ways to overcome the challenges affecting the way you sell and promote drugs in the US market
• Discover the pros and cons of various sales models and which one is best suited to your sales force size and structure
• Tips on how to secure internal buy-in and successfully overcome opposition to changes in your sales force structure
• Dynamic methods to better manage and measure progress of your evolving sales force
  

Practice Leader, Sales & Account Management, IMS Management Consulting

Pharmaceuticals - In Need of a New Commercial Model?

• Understand how the growing influence of new stakeholders (government/consumers) is impacting your sales force strategies and what you can do to address the changing customer climate
• Find out how pharma can respond to the current challenge of an ineffective commercial model to deliver bigger ROI on sales forces
• Learn how P&G implemented a more customer centric marketing approach to redefine its commercial model in face of changing multiple stakeholder groups

VP Sales, Proctor & Gamble

How pharma reps can effectively sell in the US managed care system

• Assess the impact of managed care on sales forces - especially speciality sales forces
• Effective ways to sell drugs that are on formulary, off formulary or on co-payment tiers
• Who has the power in a managed care system: formularies or physicians? And how should your sales reps target their messages?
• Latest information on how managed care markets are dictating US drug policy and prescribing behaviour of physicians
• Debate whether institutional selling is an effective way to reduce sales forces without losing market impact

National Sales Director, Novo Nordisk

The Value of Medicine, GSK’s response to improve the Pharma Industry’s Reputation

• How GSK implemented a grass roots campaign using their sales force to improve physicians understanding about the industry and build more sustainable relationships
• Discover the strategy, messaging and tactics GSK used in the Value of Medicine campaign to ensure its success
• Take away industry benchmarks to adapt your company and ensure you are not the next victim of the pharma credibility crisis

VP, External Advocacy, GSK

Why sales force effectiveness starts with the sales representative

• Explore the behavioural aspects of highly effective representatives vs. average representatives
• Discuss how to Identify, train, and coach "star reps" and move " average reps" to increased performance
• Learn why the most expensive and elaborate CRM, targeting, and incentive tools are only as effective as the calibre of your sales representatives and management team
• Review how to ensure revenue winning skills are replicated across your whole sales force

Director of Professional Sales, Johnson & Johnson Consumer Companies

Cegedim

Through doctor’s eyes: Examine the power of the sales call and how a stronger physician - rep bond will increase Rx sales

The field force arms race of the last decade has created a major rift between physicians and reps that is having a detrimental effect on sales

• Discover how developing educational resources for prescribers will help build trust, present balanced information and elevate doctor – rep interaction
• Ways to increase physician receptivity to brand messages and the latest measures that can be taken to overcome third party formulary restrictions
• Detail effectiveness – Assess how effective the quality of detail your reps deliver actually is and what can you do to make doctors more receptive to your products
• Hear how you can measure the ROI on incremental details – where is the value and what ROI do you receive from each additional detail
• Learn how your sales teams can better target those customers who influence the end prescriber
• Top tips on overcoming the receptionists and ensuring your reps calls are valued as more than just a “sample drop off”

Panellists: 4 non–affiliated practicing US physicians

Moderator: President & COO, Pharmedica Communications LLC

INTERACTIVE WORKSHOP A:

Measuring the Effectiveness of Incentive Plans and Quota-Setting Techniques to Build a Better Sales Force

Led by: Executive Vice President, Operations, Synygy, Inc.

Through the use of real life case studies you will gain a better understanding of
how to measure the effectiveness of incentive programs and quota-setting practices to drive sales and retain star performers.

Relationship Marketing for Competitive Advantage

• Discover how pharma can capitalize on their product portfolio by fully engaging with physicians to build strong relationships that facilitate access and effective communication
• Why sales management must improve the quality of sales forces and not just the quantity of reps to maximize return on R&D costs
• Find out how your sales force can demonstrate value to retain key customers and acquire new customers
• Hear how to align sales force strategies, structures and compensation systems that incentivize sales reps to focus on developing long-term relationships with physicians

Improve sales force efficiency at each stage of the product lifecycle through better targeting, management and technology

• Understand how you can increase sales rep efficiency through better targeting and pre-call planning
• Learn how to target the right doctors with the right message at the right frequency
• Discover how new technologies can help you understand and respond to the “human aspect” of the sales rep
• Find out how you can decrease time doing menial tasks, increase performance and improve quality of life for your sales force

Presented by: Dendrite, International, Inc.

Case Study: Competency based performance study of the Novo Nordisk sales force

• Uncover what constitutes effective selling behavior in different segments
• Discover how to fight the SOV battle with a strategy that focus' on customer and employee satisfaction and loyalty
• Find out how Novo Nordisk aligned their sales force processes, tools and structure to their strategy through the rollout of this performance study – Learn how you can do the same in your organization

Director of Sales Force Effectiveness, Novo Nordisk

Case Study – Increasing Sales and Marketing Productivity

• Leveraging information technologies to maximize the quality of Rep to Physician interaction
• Using technology to maximize the pharmaceutical marketing process
• Improving sales force effectiveness through the application of closed loop promotion
• Utilizing best practices to maximize ROI

Industry Speaker to be confirmed – Please visit www.eyeforpharma.com\salesusa05 for updated program details

Roundtable 1:
Territory alignment techniques that will deliver optimal geographic coverage for each rep

• Identify the data drivers that will best translate sales strategies into effective territory alignment models
• Learn how optimization technology and realignment processes can help locate and design territories for higher profitability
• Discuss how pharmaceutical companies can take advantage of advanced software and web-based technologies to keep sales territories in line with business conditions
• Review territory alignment and call scheduling approaches that allow reps to make best use of their time

Led by: Director Client Solutions, TerrAlign Group Inc

Roundtable 2:
Sales Force Sizing & Deployment -
Determining the best size and structure for a pharma sales force

• Enforce techniques for optimal sales force sizing that will guarantee an increase in Rx sales, lower sales overheads and superior targeting of key customers
• Hear why internal targeting and segmentation analysis is a crucial step in determining optimal number of reps selling to each physician
• Evaluate the pros and cons of innovative sales structures currently being implemented - which one will increase productivity of your sales force?

Led by: Associate Director for Sales and Marketing Effectiveness, Novartis

Roundtable 3:
The latest internal tools and data resources to improve usage of Rx Data at physician level

• Using longitudinal prescription data to link market research to sales force measurement
• Discuss how anonymized patient level longitudinal data will help you better understand prescriber base and increase Rx sales
• Find out how to implement the latest applications to analyze this data and feed these messages to your field force teams to improve their sales capabilities
• Learn how you can track drug launches to understand where the influence is in terms of those prescribers who pick it up quickly and those who take time

Led by: Practice Leader, Market Dynamics, IMS Health

Roundtable 4
Driving sales effectiveness: Moving to the next level through integration of research and patient level data

• Sales planning can be significantly improved with new tools and techniques that can now incorporate patient level data
• Discuss how to structure better incentive compensation plans that can now be based on focused sources of business
• Learn about identifying national, regional and local KOLs and how to use this information for vastly improved field targeting actionably.
• Discuss the benefits of integrating research and secondary data in a variety of sales effectiveness applications

Roundtable 5
The Future of the Pharmaceutical Contact Center
Companies are recognizing the strategic importance and evolving role of this unique channel that serves medical practitioners and patients alike.

Les by: Associate Partner, Pharmaceutical Contact Center Practice, IBM Business Consulting Services

Roundtable 6
Measuring and Using Promotional Response

• Understand selection bias, and how it thwarts most attempts to measure promotional response
• Learn how to conduct controlled experiments to accurately measure promotional response for any targeted group of physicians
• See practical applications, using disguised case studies
• Discuss how you can prepare to measure promotional response accurately

Led by: The Michael Allen Group

Roundtable 7
Executing best practice strategies to deliver interactive, segmented messages to physicians

• Close the Loop between Sales and Marketing
• Increase speed-to-market of marketing materials
• Increase time with physicians through interactive messages
• Produce effective real time data in the field
• Deliver personalized content based on Physician segmentation

Proscape technologies is joined by Accenture, Siebel and Pharmedica, along with another Industry Speaker/Key opinion Leader (TBD) in this interactive discussion

Roundtable 8
Change management in the sales force – accelerating the implementation of SFE initiatives through simulation-based programs
Led by: Areks

Roundtable 9
Get more "in-the-field" time for Sales Managers

During this roundtable discussion you will explore new ways sales managers can use to coach reps in the field

• Improve coaching and mentoring by focusing field managers on areas of need
• Ways to provide actionable data for field managers to maximize rep performance

Competency Lead for Customer Relationship Management, Business Edge Solutions

Roundtable 10
Examine how to communicate focused product information to key physicians faster!

How a better understanding of prescriber behavior will deliver the optimal mix of sales and marketing promotional activity to increase your SOV and drive market share
Led by: Dendrite, International, Inc.

Using Knowledge of Promotional Response to Improve Sales Effectiveness

• Understand why desired sales rep behavior causes most promotional response measurement techniques to fail
• Discover techniques that can be used to measure true promotional response
• Find out how pharmaceutical and biotech organizations use knowledge of promotional response to improve targeting and size their sales forces
• Learn how to use promotional response measurement on an ongoing basis

The Michael Allen Group

An Holistic Approach to Building Sales Capabilities - The Tools and Processes

• Learn about a performance model that describes the components for optimal sales performance
• Understand how you can use the model to help you diagnose performance issues, plan major initiatives and/or communicate with the sales force
• Hear about real world examples of using the model in the pharmaceutical industry
• Find out how competency models, curriculum maps and assessment tools can serve as a foundation for building sales capabilities
• Discover how to use these tools effectively in interactions with the sales force
  
  Associate Training Consultant, Lilly

Best in Class Customer Relationship Marketing Practices to increase customer satisfaction and gain a competitive advantage

• Find out how to super charge your sales team with powerful integrated relationship programs
• Discover how you can use rep and customer feedback to deliver bigger profits for your drugs
• Industry best practices you can implement to build stronger relationships with physicians
• Unleash your true sales potential: Ways to increase market reach with limited resources and maximum impact
• How you can use innovative attitudinal data to take customer segmentation to the next level

Industry Speaker TBC

How should you use conventions in providing supplementary product messages? Learn how Wyeth use conventions to add to their called-on customer universe and provide next-call access to field reps?

• How convention attendees are matched to the Wyeth called-on universe
• Design effective interactions which significantly increase face-time and appropriate message delivery
• Customize the interaction to the booth visitor and relay customer booth interaction information to the most appropriate rep(s) in the field
• Interface convention interactions with your CRM system
• Create a system which provides effective next-call access

Wyeth

• With pharma companies increasing sales forces year on year, it is important IT infrastructure is not put together ad-hoc
• Find out how IT as the backbone of your sales activity can implement an infrastructure, which allows a seamless transition of information between marketing and sales teams
• Learn how better forecasting of lead times for territory re-alignment will ensure IT to better understand your sales processes and marketing needs for increased ROI on sales activity
• Profit from expert ideas on how to measure sales results instead of sales activity
• Territory alignment impacts the success of compensation schemes – Discover the strategies that will help you make it work

District Manager, ex - Roche

Grunenthal’s intrinsic approach to sales force performance management in Latin America

• Find out which alternative methods Grunenthal used to measure sales force performance due to low data availability in Latin America
• Learn how to transform problems into new opportunities by measuring key drivers of your sales force performance
• How you can implement a successful 4-tiered customer-centric sales approach to anticipate sales performance in the short, medium and long term in markets where there is a lack of complete prescription data
• Discover how data rich markets can also benefit from the use of this intrinsic sales process to measure performance and its advantages over the use of historical prescription and sales data

Director Business Unit Support, Grunenthal