18th May, 2005 - DAY ONE

Discover how to take advantage of better opportunities in the new NHS

• Successful ways to develop practical initiatives
with the full spectrum of NHS bodies
• Joined-up thinking: how to integrate your
proposed solutions with those of PCTs and GP
practices
• Determine whether or not to adopt a patient
focussed, doctor-focussed or a communityfocussed
strategy
• Convince NHS managers to recognise that your
company is making a genuine effort to align itself
with clinician’s objectives
• Develop a company-wide portfolio strategy which
generates maximum impact in your therapeutic
area

Richard Barker, Director General, ABPI
Michael Sobanja, Chief Executive, NHS Alliance

How to make the appropriately targeted business case as the pivot for all your marketing spending and ROI

• Better ways to keep on top of financial movements in local PCOs – access increased funding for your products
• Discover how to create an effective feedback system from your sales-reps to internal management
• How to measure and deliver customer value as
• NHS contract targets vary year-on-year
• Top ways to influence internal commercial assessment of the value of NHS activity
• Maximise the potential of products not currently contributing to the Quality & Outcomes Framework (QOF) by meeting customer objectives

Mo Nazir, NHS Strategy Manager, Boehringer Ingelheim

Practice-based commissioning in the NHS: Understand the opportunities for your company

• Understand the implications of the PCT-based purchasing model with its funding flows
• Build on local knowledge: identify how specific services are to be delivered in each PCT under nGMS and who the key influencers/prescribers are in each area of service
• Explore the mechanics for your involvement in practice-led commissioning: set budgets, manage risk, monitor progress and gain feedback
• Understand the government’s timeframe for the future role of practice-led commissioning in the NHS
• Useful lessons for pharma from Thistlemoor
Practice, Peterborough

Dr David Colin Thomé, National Clinical Director for Primary Care, Department of Health

Improve profitability by creating a common language for your brands in the community

• How to locate and manage areas for constructive partnership beyond primary and secondary care
• Identify new KOLs and understand new ways to target key influencers in order to manage the changing NHS hierarchy
• Ways to improve patient compliance through patient monitoring, patient reminders and phone calls to patients from the surgery
• Learn new methods of constructing costed-care programmes with several defined outcomes

John Littlefield, NHS Strategy Manager, Altana Pharma

Your roadmap to long-term profitability: develop a real understanding of NHS strategy to keep ahead of future policy and continually obtain firstmover advantage

• A study of the major changes that have happened in the NHS over the last 10-15 years in order to contextualise the nGMS and Pharmacy contracts
• Position your company better with an evidencebased forecast of where things are likely to be in the next 5 years
• Drug budgets – how will they develop, what can you do about them and how can you improve spending on your drugs?
• Find out about Hospital Resource Groups (HRGs), their history in the US and their likely development in the UK
• Adopt better use of Health Economics data to develop the business case for your marketing initiatives

Chris Doyle, Commercial Manager, Affiniti (formerly with Napp Pharmaceuticals)
Noel Staunton, Consultant Pharmacist, 3i Consultancy

The demand for evidence-based outcomes information is growing. National and European regulatory authorities and bodies such as NICE are increasingly reliant on these data to understand fully a product’s value and its potential impact.

• How to increase the likelihood of achieving a favourable endorsement from regulatory bodies
• Prepare a patient-centric strategy more quickly and ensure your products are considered within NHS treatment guidelines
• Gain improved access to appropriate data to provide evidence in support of a product’s benefits
• Case Studies: demonstrations of clinical outcomes and economic arguments through appropriate analysis of ready-collected observational patient data.

Paul Jones, IMS Health

Partnering Primary Care – examples
and opportunities

• Understand the strengths and weaknesses of the current pharma company approach to influencing prescribing
• New opportunities for companies within the government’s developing agenda for health and the NHS – and threats within current relationships and future developments
• Partnerships with practices to support clinical audit and GP contract aspirations
• Future scenarios for partnering Primary Care
• Practical guidelines on where pharma marketing can have influence and support in choice, plurality and health equality agendas in practice-based commissioning

Dr James Kingsland, Chairman, National Association of Primary Care (NAPC)

A best-practice guide to Supplementary Prescribing

• Understand how supplementary prescribing will impact your sales & marketing strategy and realigning your offering to meet the opportunities
• Learn the different types of nurse prescribers and other supplementary prescribers
• Influence the new team dynamic between independent and supplementary prescribers and the Clinical Management Plans (CMPs) for each patient
• How to ensure your local sales & marketing teams are fully briefed and properly prepared
• How supplementary prescribing represents an opportunity for the industry to get more ‘at risk’ and population-based prescribing projects underway, particularly in chronic disease areas

Tina Billet, Supplementary Prescribing Manager, Janssen-Cilag Ltd

Education (MedEd) has long been a component of marketing and awareness campaigns. Until recently this has often been seen as relatively soft, with specific ROI poorly defined when compared to that of the sales force. However, the high profile of NSFs and the introduction of the new GMS contract have provided new opportunities to engage and support the general practitioner with specific educational programmes that benefit doctors, patients and sales.

• Understand why the NSF and GMS are so fundamentally important to GPs
• Learn how the introduction of the GMC is changing doctors’ practice
• The role for education in meeting your targets – and case histories of education as a proven sales tool (finally!) • Discover the synergies between education and existing sales and marketing channels – and bring it together with the right education, the right doctor and the right outcomes

Dr Neil Bacon, CEO, Doctors.net.uk

19th May, 2005 - DAY TWO: CASE STUDIES

Guidelines on preparing a successful strategy using aspects of the new Pharmacy Contract

Community Pharmacists have traditionally been overlooked by the majority of sales and marketing managers. They now have considerable influence on the way medicines are prescribed and how they’re used. Do you understand the needs and objectives of this customer group?

• Learn how to assist pharmacies in the management of long-term conditions, risk assessment and the medicines use review.
• Understand the role of the Local Pharmaceutical Committee (LPC) in the development of services
• Recognise the role pharmacists have in patient compliance, concordance and public health campaigns.
• Discover the wider implications of the POM>P reclassification.
• Case Studies: Successful development of two community-based pharmacy medicines management programmes for Diabetes and Cardiovascular patients

Michael Holden, NHS Development Manager, Pharmacy Alliance

Determine how Contract Sales Organisations (CSOs) can be used more effectively in the modern NHS

Given the greater emphasis needed on stronger relationships with more influential PCO managers, your sales teams will require new expertise – yet you will need to be more flexible in delivery. Discover whether CSOs are the solution for your business. Organisations may offer an excellent solution, depending on your needs.

• How to use experienced ‘strategic’ reps who have the range of skills and the expertise to form meaningful alliances with key NHS decision makers.
• Gain the flexibility needed in upsizing/downsizing and learn how CSOs can deploy tactical representatives.
• Specialist reps for trimmed-down secondary care services and enhanced services within the community
• Hear how the PCT Team solution works – and how it could fit into your NHS strategy today!

Derek Witts, NHS Business Director, Innovex

You and the NHS: The customer perspective

Learn how pharma must take the initiative by proactively engaging, at senior level, with PCOs where defined win-win outcomes may be realised.

• How to align your organisation’s goals with those of the NHS
• Hear ways to model your organisation on an NHS primary-care model
• How to identify and influence appropriate health professionals - access practice managers and formulary advisors
• Ways to get your products approved at PCT level before filtering sales efforts towards the most relevant doctors and supplementary prescribers

Omar Ali, Formulary Advisor, NHS

CASE STUDY: The Department of Health, a Pharmaceutical company and homecare delivery - a tripartite in patient care

Learn how the Department of Health Risk Sharing Scheme has dramatically changed Multiple Sclerosis treatment in the last 3 years – and redefined how one major pharma company determines its long term success in this therapeutic area

• How Serono has worked with the government and dispensed homecare delivery companies to maximise patient capture and retention
• Guidelines on effective partnership with homecare organisations
• Find out ways to balance the long and short term benefits of your initiatives according to your company’s goals

Lal Ashby, Marketing Director, Serono

In the past two years, pharma companies have largely maintained their safe, sizeable sales forces and have held back from ploughing resources into NHS liaison teams or new structures.

This in-depth discussion will help you determine the future of internal change at UK pharma companies, the ways to measure ROI on these changes and define the drivers which could mean the difference between longterm success and failure.

Panellists:

Mo Nazir, NHS Strategy Manager, Boehringer Ingelheim
Dr Stephen Head, GP, Nottinghamshire
Noel Staunton, Consultant Pharmacist, 3i Consultancy
Roy Carlisle, Director, PharmaSolutions Ltd
Cathy Jarrold, Manager, Westaway Gillis
Paul Midgley, Director, Healthcare Partnership

CASE STUDY: GSK and Chelsea & Westminster – building better partnerships

YouChoose has created a new benchmark for successful partnerships between the NHS and pharmaceutical industry and won the ‘Best Patient or Public Campaign 2004’ Communiqué Award.

• Find out why YouChoose was set-up, how it was funded and the how the ongoing objectives have been met
• Understand the essential mechanics of the pharma- NHS relationship
• Discover the marketing and communication elements within YouChoose, and how the interests of both GSK and Chelsea & Westminster NHS Trust were managed
• Gain the tools and methodologies used to measure
effectiveness of the project and ways you can implement similar mutually beneficial projects with NHS Trusts

Paul Tanner, Director, 90TEN Marketing, representing GSK
Marco Rossi, Senior Health Advisor and Head – ‘YouChoose’
Service, Chelsea and Westminster Healthcare NHS Trust

CASE STUDY: Best-practice guidelines on how to develop effective relationships with PCOs and Strategic Health Authorities

Some of the most outstanding examples of recent progress are being made through board-level partnerships with PCOs and higher NHS management. Learn which initiatives give you access to key opinion leaders, supplementary prescribers and healthcare managers who exert considerable influence.

• Identify ways to research, select and benchmark PCOs before you develop costly partnership programmes with them
• Develop your strategy: should you drive for market share, competitive edge or simply develop alliances? Guidelines for effective market segmentation
• Can you achieve a win-win situation? Define exactly the outcomes you’re looking for and gain a tempered result for both healthcare professionals and yourself with effective use of joint protocol agreements and objectives
• Recognise that many decision makers in the NHS are less clinically orientated and how to tailor your interactions to find the right PCT drivers, ensuring your brand managers and sales reps have the appropriate expertise and positioning

Keith Nurcombe, ex-National Sales Director, GSK
(now Commercial Director, Marvecs UK)

CASE STUDY: How Wyeth has used added-value programmes to boost sales

• Best practice guidelines in bringing patient support initiatives to successful fruition
• Hear how to use audit services and training & development programmes for NHS personnel in partnership with your company
• An overview of the Gastroclub, how it was developed and how it has brought long-term gains to Wyeth

John Whiting, NHS Marketing Manager, Wyeth

How to use Health Economics, outcomes research and clinical trials data more effectively

• Evaluate whether you need to reappraise the way in which your clinical trial data is collected and disseminated? • Ensure that clinical trials are designed to produce the quality evidence needed to meet the needs of NHS decision makers
• A guide to the necessary objectives in outcomes research
• Analysis of Pfizer’s ‘guaranteed-results’ scheme for Lipitor

Patrick Mollon, Senior Associate Director, Worldwide Outcomes Research, Pfizer