Program

SALES FORCE EFFECTIVENESS

SOUTH AMERICA CONGRESS 2008

Thursday 16th October  - Day 1

7.00

Registration and Coffee - Networking & Expo

8.30

Chairman Opening Remarks

Cicero Antunes Carvalho - Field Force Effectiveness Manager, Pfizer Brasil

SESSION ONE: STRATEGIC OVERVIEW

9.00

Explore the horizon for sales in South America: Analyze the current trends so that you can plan your sales strategies

• Analyze market dynamics and sales trends to understand their influence on your sales targets

• Understand government regulations in the region and understand how it affects pharmaceutical companies

• Learn how to create strong local strategies to accommodate local regulations and market conditions

• Evaluate the trends in the Generic Market. How does it affect your commercial plan?

Jose Paz Iturralde - National Retail Sales Manager, Astra Zeneca

Marcos Vera, President, Asociación Argentina de Derecho Farmacéutico

Patricio Rabinovich, General Manager, Laboratorio Fada Pharma

Leandro Casal Castro - Regional Sales Manager, Schering-Plough

SESSION TWO: GENERATE SUCCESSFUL ACCESS TO CUSTOMERS

9.40

Discover effective SFE strategies to maintain, develop and improve access to physicians
• Discover the advantages and disadvantages of a qualitative approach vs. quantitative approach and learn how this can increase your reps time with a physician
• Develop a more customer focused strategy by learning how to identify the needs, beliefs and challenges of physicians
• Explore successful methods, such as frequency of the visit, quality of the message, e-marketing campaigns and a target plan to maximize the time of your reps and build long lasting access to physicians
• Create successful physician relationships: Learn who you should target using technology tools to get the most out of your reps effort

Marcelo D'Ambrosio - National Sales Manager - Novartis Argentina

10.10

Partner with pharmacists: learn how this will increase your sales

• The role of the pharmacist: Techniques to make sure your prescribed product is not changed by the pharmacist and is always available

• Understand how distribution channels affect the commercial strategy of your company

• Explore proven strategies such as segmenting your sales force and profitbased- plans to enable continuous

improvement in your relationship with the pharmacies

Jose Paz Iturralde - National Retail Sales Manager, Astra Zeneca

10.40

Coffee Break - Networking & Expo

SESSION THREE: GROUNDBREAKING SALES MODELS

11.20

Back to basics: structures, communication channels and processes for a smooth SFE program

• Increase the participation of your Sales Force in all areas of your company by using an attractive, interactive and relevant communication channel

• How to make your Sales Force an active collaborator of your company, returning from the field with information about program applications and processes built by the effectiveness department

• Discover how Pfizer builds loyalty to the company within their sales team, by having a communication channel that has clear information and there being transparency in regard to each individuals responsibilities and duties

Cicero Antunes Carvalho - Field Force Effectiveness Manager, Pfizer Brasil

11.50

 Sales Force Strategies in the Field: towards a based on evidence promotional intensity

•Portfolio maturity and the carry over effect – identifying sales force available resources

•Promotion strategies related to competition segment and portfolio structure of the company

•Promotion strategies applied to company category (local, multinational) and the effect on the results

Juan Manuel Santa María, Commercial Director, IMS Health Argentina

12.20

Learn how Key Account Management will give you competitive advantage

• Find out how a customer focused sales model will maximize your sales and gain product loyalty

• Analyze effective Key Account Management strategies that enhance customer access and boost your sales

• Discover how the work of Key Account Managers can improve the relationship between your company and big clients, such as big pharmacists, supermarket chains and hospitals

Marcelo González - Sales Manager, Nutricia-Bago S.A.

12.50

Discover how a Territory Plan will allow your reps to cover more ground efficiently

• Create a Territory Action Plan that ensures your reps know your clients and improve effectiveness

• Learn how to produce a Territory Strategy parallel to your sales targets to maximize your ROI

• Learn how to structure your sales force in a highly concentrated market to ensure your reps have more negotiating power

Raul Gimenez – Commercial Director  - FADA Pharma

13.20

Networking Lunch - 1 hour

14.20

Workshop - 90min

- Telefonica

- Pharmexx

15.50

Coffee Break - Networking & Expo

16.30

Most CRM Initiatives in the Pharmaceutical Industry fail due to poor Quality of the Customer Master

•The Concept of Syndicated, Dynamic Professionals Database

•Impact of a Reliable and Accurate Customer Master in Sales (Force) Effectiveness

•Applications in Multichannel Promotion

Eduardo Golisano – Deputy General Manager, CEGEDIM DENDRITE South Cone

17.00

Proven techniques to measure the productivity of your Sales Force

• Learn new metrics that can be used to improve your sales force effectiveness and will provide you with feedback on your investment

• Frequency and Coverage Model: Learn how this productivity measurement plan will help you to define performance objectives and development plans for your sales force

• Discover how you can tailor the use of metrics to your specific needs and learn how metrics can help you to save time and guarantee you hit your sales targets

Carlos Grzelak Jr., National Demand  Manager - Farmalab Chiesi, Brasil

17.30

Cocktail Networking Party

19.00

End of day 1

Friday  17th October - Day 2

8.00

Registration and Coffee - Networking & Expo

8.50

Chairman Opening Remarks

Víctor Rodriguez  - Pharmapolicy Manager - Novartis

9.00

How to get Sales & Marketing to work together: Identify the most innovative techniques to meet commercial goals

• Learn successful integration schemes for sales and marketing to achieve your company’s commercial goals and work together as a team

• Understand how a Comand Model can integrate Sales and Marketing objectives

• Regional Marketing Plan: discover how to “zone” the marketing strategy in function of the sales force distribution

Leonardo De Luca, Marketing Services Manager, Ferring

9.30

PANEL

Discover proven strategies to increase the success of your portfolio and have the right investment

• Understand how “portfolio management” can be achieved successfully by having the right synergy and communication between marketing, sales and business development units

• Maximize your investment: Discover how your sales force can develop a competent portfolio management strategy focusing on specific products according to their lifecycle

• Create a successful medical visit plan which takes into consideration the lifecycle of your products

Franco Francolino, Marketing Manager, Laboratorios Andrómaco

William Acosta López, International Division Manager, Central & South America, Chalver Laboratorios

Guillermo Hartwig, General Manager, Afarma

Carlos Grzelak Jr., National Demand Manager, Farmalab Chiesi, Brasil

Cicero Antunes Carvalho - Field Force Effectiveness Manager, Pfizer

SESSION FOUR: INNOVATIVE SALES TOOLS TO MAXIMIZE YOUR SALES

10.10

The most powerful CRM trends and tools to segment doctors and generate targeting

• Discover how CRM tools can increase your segmentation to gain a deeper

understanding of your customer

• Analyze client communication technology channels to create continuous customer interaction

• Learn how CRM tools can increase targeting and improve your customer knowledge to form the basis of an integrated client-based plan

• Discover how powerful technology such as e-Marketing campaigns and CRM systems will improve customer interaction and physician loyalty

Mirtha Ferrer - Marketing Relational Manager, Novartis

10.40

 Coffee Break - Networking & Expo

11.20

Learn how e-Detailing and e-Learning tools can be vital to define paradigms of interaction and inform your clients

• Find out how the internet as an e-learning platform can be used as an essential strategy to improve your relationship with physicians

• e-Detailing platform: discover how to educate the patient, doctor and the sales force with new technologies

William A. Cerantola, Customer Relationship/Online Manager, Merck Sharp & Dohme Brasil

SESSION FIVE: SUCCESSFUL TRAINING AND DEVELOPMENT FOR YOUR SALES FORCE

11.50

Innovative strategies to accelerate the effectiveness of District Managers

• Learn how a flat structure creates unity between sales teams

• Examine deployment and sizing methods for your District Managers in order to increase the efficiency and focus of your sales force

• Discover successful coaching tools for District Managers to maximize your sales productivity from the top down

• Analyze “Empowerment” programs and see how it dramatically develop your reps productivity

Kleber Miranda, Director of Latin America & Caribbean, Glenmark Pharmaceuticals

12.20

Powerful training and development techniques to improve the retention of your Sales Force

• Learn employee development techniques that ensure a developing and loyal sales force

• Discuss proven retention strategies that have enabled companies to improve their yield of top talent and to greatly reduce hiring mistakes

• Innovative training methods such as e-learning and leadership programs that will help you to motivate your reps and encourage growth

María Victoria Szwed  - Field Force Learning Manager, Novartis Argentina

12.50

Coffee Break - Networking & Expo

13.30

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

*New Sales Strategies

*CRM in Latin America

*Incentive Schemes

*Marketing

*Training and Development

*Regulations

14.30

Networking Lunch - 1 hour

15.30

Proven incentive schemes to increase the effectiveness of your Sales Force

• Financial vs. Non Financial schemes: Analyze cultural, value and economic schemes and discover the right balance for your company

• Learn how to build an appropriate incentive compensation system that includes long term objectives for your company

• Create standardized incentive schemes which save time, resources, are more accurate

Alvaro Arturo Salazar - Field Force Effectiveness Manager, Pfizer

16.00

The most powerful strategies to upgrade your talent pool

• From the essential to SFE excellence: Learn how to achieve success with your Reps and Distric Managers to create a winning team

• E=mc2: Applying successful formulas to understand your mission within your company and achieve sales force effectiveness

• Proven strategies that have enabled companies to improve their talent pool and reduce hiring mistakes

Milton Gallardo Herrera, Sales Force Effectiveness Manager, Grünenthal

16.30

Chairman Conclusions

17.00

End of the Congress