Agenda

Session One: The future of medtech sales & marketing
Session Two: SFE, KAM and Marketing Excellence
Session Three: Physician engagement and new technology
Session Four: Digital Solutions: Locked Down!
Session Five: Key Account Management Made Simple
Session Six: Sell more: Engage all your new stakeholders
Session Seven: Own your market with watertight market access and product launch tactics
Session Eight: Emerging Markets: capitalise on the gold rush
Session Nine: Why the leading Pharma teams are adopting new sales tools and CRM platforms

Day One

Session One: The future of medtech sales & marketing

Downward price pressure - Create the right health economic value for your customers

  • How to use persuasive health economic data to take your products from providing clinical benefit to economic benefit in a cost competitive healthcare environment
  • Drive profits by ensuring that local markets create the right value proposition - is it overall health economics or price?
  • Adapt your pricing strategies to create the right value for different customer segments and capabilities

Corporate Compliance: The future of engaging clinicians

  • Understand the current regulatory landscape and learn how to create clinician engaging strategies in a compliant manner
  • Learn how to maximise relationships with HCPs in the future
  • Get the Eucomed perspective on how changing regulations will affect your current medical marketing activities

Positive vs. negative growth: achieving reimbursement in a tough economic climate

  • Positive and negative growth: Get an overview of the north/south divide and what this means for your commercial operations
  • The carrot and stick: Understand key processes to achieve reimbursement in troubled financial healthcare systems
  • Learn how to position your company as a solution provider by working with your customers to reduce costs, improve efficiency, audit your customers and generate maximum ROI
  • Understand when it it’s time to draw the line and take legal action!

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Session Two: SFE, KAM and Marketing Excellence

Value, price & procurement: A spotlight on Italy & Greece

  • Understand the current economic climate in Italy and Greece and the impact on the domestic healthcare markets
  • Learn how to adapt your go-to-market strategies in order to succeed in turbulent economies
  • Understand which metrics outside of price should be used and considered when submitting your tender applications to centralized procurement bodies

Key Account Management: A five year journey of price, cost and value in Spain & Portugal

  • Understand the hospital stakeholder complex and adapt your commercial model to engage both clinical and economic decision makers
  • Learn how to map hospital buying processes and connect with the hospital C-level at the right time to influence procurement behaviour
  • Develop the strongest value proposition for your solutions (both clinical and economic) that will win price sensitive tenders

Sell value, not price: arm your team to push back on price pressure

  • Learn proven proactive strategies to position value with the new buyer
  • It's counterintuitive: managing tension in the selling and negotiation process
  • Profitable execution: the keys to driving sales results in a complex, competitive market

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Face to face selling: The new salesperson and the art of persuasion

  • The traditional salesperson: a dinosaur in the current climate?
  • Influence or hypnosis: Understand the ethics of persuasion and emotive engagement
  • Learn the key buying tells and micro-expressions of your customer

Built to Last: Building a Key Account Organization that Drives Long Term Value

  • Understand the key capabilities required to implement KAM into your organisation
  • Learn critical implementation moves to make KAM stick
  • Tips on how to embed the thinking deep within your organisation

Customer segmentation: sizing and segmenting 5 different regions (Case Study)

  • Learn theoretical approach to customer segmentation in different regions – reasons why and methods how
  • Use your internal and external data to achieve the right segmentation that will ensure your organisation distinguishes by different regions, stakeholders and revenue capabilities
  • Get the most out of your sales organisation by making sure that you hyper segment your accounts
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Session Three: Physician engagement and new technology

Advance physician education

  • Create added value for clinicians by developing learning programmes to drive KOL engagement and training
  • Raise brand awareness by positioning your organisation as a solutions provider not a product seller
  • With direct access to clinicians decreasing create the right programmes that will give them the information they want, when they want it.

The iPad Revolution: Use tablets and apps to drive sales performance

  • Discover the range of opportunities available to your team through the iPad- the most useful apps and examples from medtech
  • Hear how iPads are already being used successfully to improve internal sales force interaction as an interactive educational aid and more!
  • How iPad apps can be developed to enhance physician interaction and improve your product pitch
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Day Two

Session Four: Digital Solutions: Locked Down!

Join the revolution and embrace Europe's digital landscape

  • Integrate digital with traditional marketing approaches to build your profits exponentially
  • Maximise the opportunities with search engine marketing and create user friendly portals
  • Position your brand to adopt the latest mobile technologies to increase customer value

E-detailing- innovative solutions to an old challenge

  • Deploy the latest technology to increase detail time and repeat engagement in today's challenging market
  • Discover the innovative new tools and technology available to your sales force and determine which ones are most appropriate to your sales objectives
  • Hear a detailed case study into increasing physician engagement time with the latest technologies

The emergence of the digi-rep

  • Examine the evolution of your sales team in the age of digital; how you can maximise the move to a more remote, online sales team, with less physician face time
  • Examples of how the sales team are already adopting platforms like Facebook, LinkedIn and Google and how you can build best practice
  • Successfully build brand awareness by leveraging your online presence whilst remaining compliant with tough regulations

The iPad revolution

  • Discover the range of opportunities available to your team through the iPad- the most useful apps and examples from pharma
  • Hear how iPads are already being used successfully to improve internal sales force interaction as an interactive educational aid and more!
  • How iPad apps can be developed to enhance physician interaction and improve your product pitch

Go mobile in 2012

  • Discover the potential opportunities available with real time interaction with your customers
  • Take advantage of mobile, its significantly growing importance and how pharma can develop sales and CRM tools to maximise customer interaction
  • Get the latest stats and insights into mobile adoption and position your campaign to exploit this channel
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Session Five: Key Account Management Made Simple

Adjust to the KAM mind-set

  • Understand the benefits of KAM methodology before adoption to increase company buy-in and maximise the potential for success
  • Ensure implementation success; build a framework to manage the KAM process for your organisation base on your internal core competencies
  • Understand how to segment the right accounts to maximise benefits from a KAM strategy
  • Explore the pitfalls in the KAM process and how best to prepare and address the common challenges

Create a cross-functional KAM approach for payers

  • Integrate market access, pricing and health economics within your organisation to deliver a stronger sales message to payer "key accounts"
  • Understand how policy development shapes your value proposition to create successful proposals and tenders
  • Explore the pitfalls of this KAM process and how best to prepare and address the common challenges

Death of a Salesman - Birth of the Businessman

  • How do you encourage the development of both a positive KAM mindset and attitude?
  • What approaches should be taken to develop business and commercial acumen?
  • Individual case studies - Success and Failure
  • The vital role of leadership and why 1st line managers must have support and development

Run successful global SFE initiatives- managing your KAM Team

  • Look beyond productivity data- the emergence of more innovative qualitative KPIs
  • New channels of communication and how to embed them into your sales strategy
  • Bring together you market access and commercial functions to achieve sales excellence
  • Enhance targeting knowledge to directly communicate with your customer across borders

Accelerating Sales Excellence - The Vodafone Approach (Case Study)

  • Learn how Vodafone have implemented KAM into their broader SFE approach
  • Understand how Vodafone structure their skill levels to extract maximum value from their accounts
  • Learn what tools and technology you can use that will drive sales performance
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Session Six: Sell more: Engage all your new stakeholders

Your evolving customer: harness the increasing influence of non-traditional leaders, groups and channels

  • Discover why the roles of your key decision makers are expanding and the importance of KOL engagement to your future sales success
  • Understand the power and motivation of your new customer network; payers, HCPs, advocates and even patients
  • Discover where and who your key influencers are and align your sales strategy to meet their needs

Create value for the patient; the key to market access (Case Study)

  • Discover why the patient is quickly becoming an increasingly dominant stakeholder in pharma
  • Establish patient benefit early in your sales planning to ensure the buy in- of key decision makers
  • Case study: discover the power of patient-benefit driven sales messages in increasing product uptake

Identify the key thought-leaders of tomorrow

  • Learn identification and mapping methods to which match the right KOL to your company's needs
  • Efficient tracking techniques: Identify experts, track communications and ensure activities
  • are compliant
  • Build individual and collaborative stakeholder and opinion leader engagement plans to maximise the sales effort and ensure stakeholder buy-in

Successfully create and manage credible relationships with your key stakeholders

  • Learn about the crucial link between the sales and medical department to maximise interactions
  • Understand the mind-set, goals and motivation of your stakeholders: appreciate the stakeholder journey to identify the key value- adding benefits
  • Develop a targeted list of stakeholders and influencers with the correct expertise, skills and experience to improve and support the success of your drug on the market
  • The importance of implementing "systems thinking" to integrate market access, KOL management and competitive intelligence into one uniform set of stakeholder objectives
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Day Three

Session Seven: Own your market with watertight market access and product launch tactics

Global Launch Readiness: Commercial Model, Market Access and Medical Readiness

  • Review the crucial steps you must take pre-launch to build the foundation for brand success
  • Where and why market access must be involved, and its importance in ensuring that the value proposition is fully anchored
  • Optimizing your scientific communication & pre-launch KOL collaboration
  • How you can align your marketing activities to unlock the full potential of your brand to maximise sales potential

European overview of key changes in regulation

  • Understand and overcome regulatory challenges from across Europe and relate these to your sales team
  • Spotlight on the NHS: GP Commissioning Consortia, NICE and Value Based Pricing
  • Spotlight on Greece Italy and Spain; the credit crunch, government debt and risk-how you can maximise your sales potential in fluctuating markets
  • Build strong local market access teams by successfully co-ordinating your medical affairs function to achieve global market access success

Build a strong organisational structure to support market access and launch teams

  • How market access and launch teams can identify the right value proposition for your customers
  • How organisational structures can be used to place market access at the centre of your business development strategy
  • Discover what channels we need to use in order to maximise launch potential and maximise sales

How to manage paradoxical pricing strategies across Europe

  • Discover the differing importance of value, and how it is used to determine pricing across Europe
  • Understand the convergence and divergence of pricing strategies and the issues that arise from such differing approaches
  • Steps you can take to reconcile these management issues, and create a more streamline and manageable market access and sales strategy

Joint working and collaboration: make a positive impact to increase your access potential

  • Discover how collaboration between stakeholder groups can benefit pharma in the long run
  • Hear examples of joint working and evaluate how challenges that arose were dealt with
  • How the relationships between HTA's, pharma and payers can be managed internally and what that will mean to your sales force structure
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Session Eight: Emerging Markets: capitalise on the gold rush

The future: Discover the opportunities available and understand how to make them work for you

  • What are the common challenges faced when entering and working within these emerging markets and hear examples of how they have been overcome
  • Discover how to sustain your business as well as build and exploit the new markets available
  • Hear successful techniques to penetrate BRIC (Brazil, Russia, India and China) and hear where the new acceleration in growth will come in 2015 and beyond
  • Discover the therapeutic categories that matter from within these emerging regions and gain in-depth insights on global disease profiling - hear what portfolios will be needed

Successfully compete in emerging markets by overcoming local competition

  • Understand what makes emerging markets unique and what are the key factors you need to consider when formulating your strategy
  • Create brand loyalty at the customer level with targeted marketing campaigns
  • Practical insights on how to develop partnerships and alliances that will enable you to prosper in these competitive markets

Partnership is key: Discover how to work with the key stakeholders and distributors in order to increase your sales

  • Hear key learnings on the importance of partnerships with local manufacturers to create localised products
  • Discover how to partner with distributors successfully to create a mutually beneficent relationship
  • Understand how pharmacy chains can make the difference to your distribution strategy - how do their needs differ from other stakeholders?

Commercial model: How to effectively penetrate the emerging markets

  • Hear key examples of how to overcome the obstacles of the new regulations, competition from generics and distribution challenges associated with these emerging markets
  • Create an integrated system which is able to blend marketing, sales and R&D seamlessly - as well as continually evolving with the constant addition of new customers and stakeholders over the next few years
  • Do huge territories mean lost opportunities? Learn how to manage your territory to create a flexible deployment of the sales force

Case study: Use digital strategies to cover vast geographic areas and stretch the brands coverage across the full market

  • Distance Call: How successful was Janssen's digital detailing application for physicians in Russia and how can this work in other regions?
  • Discover how receptive the people of these emerging markets are to social media and hear examples of how to stay ahead of the curve with initiative includes the use of Facebook and Twitter

Brazilian focus

  • Understand the most influential rules and restrictions from the National Health Surveillance Agency (Anvisa) and discover the importance of being product focused to guarantee product circulation
  • With more than 50,000 pharmacies, discover the most successful techniques to engage them using multichannel tools & strategies to strengthen your relationship, including profit-based-plans

Russian focus

  • Prepare yourself for the impending Federal law changes and how they will reduce access to doctors
  • How will the pharma-2020 plan affect you? Hear key learnings on the importance of partnerships with local manufactures to create localised products

Indian focus

  • Understand the governmental structure and analyse the Drug and Cosmetics Act - hear the key things you need to know and adhere to
  • Discover the importance of the correct pricing strategy and hear examples of successful differential (and not low) pricing campaigns

Chinese focus

  • How Chinese health reforms are rebalancing the national health system in 2012 and beyond
  • Understand the differences in regulatory requirements between domestic and international products and the importance of close communication with the regulatory body
  • One-child policy - a demographic time bomb?
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Session Nine: Why the leading Pharma teams are adopting new sales tools and CRM platforms

Close the Loop- and get to where you NEED to be!

  • Explore proven methods to send more focused and relevant messages to specific segments based on their attitudes, beliefs, and prescribing behaviour
  • Maximize the impact of your sales force with customized tools and material that deliver real value in customer interaction
  • How to feed monitoring results quickly to marketing to compliment the rep and establish dialog
  • Learn how real time CLM feedback can understand which initiatives and messages are working to adjust campaigns accordingly

Use CRM to improve customer interactions and create brand advocates

  • How multichannel CRM gives practitioners choice while catering to their inability to get everything they need to know about a therapy from a single interaction
  • How to integrate channels and manage the response from customers for a tailor-made approach to each individual customer
  • How to align processes to make sure all departments are aware

How can you evaluate and maintain the quality of a sales call?

  • Discover how you can measure the effectiveness of the sales call beyond the raw metrics of call volume, days in field and reach & frequency?
  • Secrets to delivering exceptional ROI by being effective as well as efficient
  • Develop and measure effective call quality on a shoestring budget

Case Study: e-detailing and teledetailing- build trust by providing the information doctors want whilst reducing your marketing costs

  • How can e-detailing and/or teledetailing help you strengthen the pharma - physician relationship whilst cutting your costs?
  • Learn how to determine the correct e-detailing approach by segmenting the relevant variables and subsequently offering only the services that are valued the most
  • Examples of how to effectively measure edetailing and teledetailing
  • Successes of augmenting the sales force with teledetailing on declining brands for Taro Pharmaceuticals

Taking a 360° view of customer segmentation (Danone Case Study)

  • Amanda is an innovator in pharma and has been in charge of creating the right platforms for 360 segmentation - hear her successes and failures
  • Learn how to establish a 360 view of customer segmentation
  • Understand how to incorporate your current programmes in social media, e-detailing and clm to realise a 360 segmentation strategy
  • Hear how Danone approach and establish their 360 approach

Streamline your CRM approach to enhance your sales

  • Recognise how you can streamline customer relationship management to increase sales and gain competitive advantage
  • Strategies to simplify CRM deployment in a global decentralized organization
  • Understand how to realize operational and strategic benefits from your CRM

Maximise your sales potential by utilizing the power of segmentation and targeting

  • Giovanni is an SFE expert with over 10 years experience and can show you how to target and segment your message to the right stakeholders at the right time
  • Provide better insight to your sales force by the customerization of each sales call to produce a service designed to fulfil all the requirements of each physician
  • Improve targeting by using analytics to segment different groups of physicians using a range of key variables and gain insight on to what factors are actually driving prescribing
  • Learn to combine analytics with patient level information to establish information on physician activity and use this to both increase and measure sales force effectiveness

Learn how Novartis is innovating with a new global CRM platform to enhance sales

  • Insights into their CRM deployment in a global decentralized organization
  • Recognise how you can streamline customer relationship management to increase sales and gain competitive advantage
  • Realize the operational benefits from this CRM approach and how it aligns with mobile and new edetails
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