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MEDICAL DEVICES & DIAGNOSTICS 4 December
2009

Sales and Marketing

Excellence 2010
Grow and retain talent, respond to the changing healthcare
environment and sustain high growth
Two day conference I 17-18 March 2010 I Regent’s Park Marriott, London

 Pricing and Reimbursement: Benchmark your marketing strategies against our

Develop sophisticated strategies that deliver EXPERT SPEAKERS
maximum profit including:

 Launch phase strategy: Find out how to

Boston Scientific
VP CRM Marketing,
future-proof your European go-to-market EMEA
Marta Antonucci
plans

 ‘Added value’ services: Discover what adding

DePuy, a Johnson &
Johnson company
VP of Marketing
Raphael Pascaud
value really means for your products

 The Procurement Perspective: Maximise

Cordis, a Johnson &
Johnson company
VP of Marketing
your procurement-supplier relationships to Nadav Tomer ™

keep ahead of the pack Philips Healthcare

VP Sales &
Marketing
Margrit Lelieveld
20+ senior speakers Veran Medical
12+ hours of networking Technologies
Director of Sales
100+ attendees Les Carlson

15+ focused sessions Hospira EMEA

Director of Marketing
8+ exhibiting service providers Mark Harvie

GLOBAL SPONSOR

❜❜ Great opportunity to share best practices”

Jeff Duchemin, VP Sales, BD

The European meeting place for MDD sales and marketing professionals
 SALES & MARKETING EXCELLENCE CONFERENCE
17 – 18 March 2010 | Regent’s Park Marriott, London

Dear
Colleague,
How do you convert change into opportunity – and deliver dramatically
increased sales?
Challenging economic climate or not, the medical devices market has
achieved an annual growth rate of 9% in the UK, France, Germany, Italy
and Spain. And the outlook for next year is even healthier.
So it’s no surprise the industry is in an optimistic mood, with two in
every three companies asserting in a recent report that they intend to
demonstrate their confidence by increasing marketing spend during 2010.
But the fact is, allocating increased resources is only the first step.
Because make no mistake, achieving the maximum return on your sales
and marketing investment is business-critical, in terms of increasing your
market share – and heightening the profitability of your organisation.
So how do you ensure you’re squeezing every ounce of value from your
2010 budgets?
The good news is that you’ll get the expert help and advice you need at a
major event for the European devices and diagnostic communities that’s
about to take place in London.
Building on the success of the MDDexec’s 2009 forum in Boston, which
enabled sales and marketing executives to come together, share best
practice experiences and update their strategies, the focus now switches
to what’s happening in Europe.
The only meeting you’ll need
1) The Speakers
Over 20 senior sales and marketing executives will lead the
discussions over the two days. At this event you will hear from the
likes of Stryker, Covidien, Medtronic, Boston Scientific, Hospira…
and many more! You will profit from their vision, and take away
powerful new strategies and solutions to give fresh impetus to the
way you tackle the challenges you face. At MDDexec Europe you
will get insight from the people who are shaping the future of the
medical device space.
2) The Networking
MDDexec Europe 2010 provides you with the perfect opportunity to
share best practice with your industry peers, and debate the latest
hot topics on the medical device and diagnostics’ horizon. You’ll
have over 12 hours of dedicated networking time built in to the
conference, during which you’ll rub shoulders with the sharpest
minds in sales and marketing.
3) The Topics
The conference agenda has been developed through months of
primary research speaking to senior level sales and marketing
executives from leading med device companies. We have gone to
great lengths to ensure that we deliver a line up of the hottest
topics specific to people in your position.
4) The Case Studies
Learn through a proven formulary of sales and marketing
examples, with take away best practice techniques. No other event
can deliver such knowledgeable insights and answers to key

❜❜ “An excellent first step to fill an industry gap within the medical
device sales and marketing field. The content was rich and diverse
and the event was very well organised.”
Philip Rackliffe, Sr. Director, Global Marketing, Baxter Healthcare
challenges you face.

We’ve spent months researching the agenda with key industry leaders, so
we’re confident it deals with precisely the issues that are your top
priorities right now.
❜❜
Shapes the direction of improved medical
technology and health care reform”
Ron Rush, VP Sales, Physician Reimbursement
Systems, Inc.
Leading the discussions will be 20+ senior executives from companies
such as Hospira, DePuy, Medtronic, Boston Scientific, Covidien – to name
but a few. They are tasked with delivering premium business intelligence
through case studies and best practice examples – and arming you with
the inside knowledge and tools to take back to the office.

Be part of this key discussion by taking your place amongst the European
leaders of the med device sales and marketing community.

I look forward to welcoming you to the event on 17 – 18 March 2010.

Kind regards,

Anna North
VP Europe
MDDexec
Join our dedicated LinkedIn Group at www.linkedin.com
PS. Register before 4th December 2009 and you’ll save €600! Group Search: Medical Device & Diagnostics Executives

Group discounts available, call +44 (0) 207 375 7575 for more information
 Visit www.mddexec.com/saleseu2010 for more info

Summit at a glance World Class Speakers

Day One March 17th 2010
BD DePuy, a Johnson &
Country General Manager/ Johnson company
Session 1: STRATEGIC OVERVIEW
Germany Switzerland VP of Marketing
• Moving from box selling towards a true clinical solution Austria, Raphael Pascaud
provider – a journey Matthias Borst
Boston Scientific
• Lead from the front: Act today to meet tomorrow’s
bioMérieux VP CRM Marketing, EMEA
expectations
Full Lab Automation Marta Antonucci
• Where there is change there is opportunity: Capitalise on the Program Director
changing landscape – and mitigate threats Artur Aira Medtronic International
Sales Force Effectiveness
• Pricing & Reimbursement Offices: Developing sophisticated
Cook Medical Manager
strategies that deliver maximum profit
Sales and Marketing Joseph Hartzell
• The procurement perspective: The UK National Health Service Director
Keith Roland The Barts and the
• Bringing it all together: Futureproofing your European go-to-
London NHS Trust
market strategy
Hospira Director of Procurement
INTERACTIVE WORKSHOP: Go-to-market strategy: Director of Marketing EMEA & eCommerce
How do you get it right? Mark Harvie Mario Varela

Day Two March 18th 2010 Philips Healthcare Stryker

VP Sales & Marketing Director, Marketing
Session 2: SALES FORCE EFFECTIVENESS Margrit Lelieveld Excellence
Baba Awopetu
• The importance of sales force effectiveness in a price and
Cordis, a Johnson &
quality-sensitive market
Johnson company Veran Medical Technologies
• When will the product close? Know when – and how – the VP of Marketing Director of Sales
deal will close Nadav Tomer Les Carlson
• Implementing your value proposition through your sales
Covidien ZS Associates Europe
teams: What’s best practice?
eLearning Manager Managing Principal
• Today’s sales rep: The changing role and fresh challenges Anton Cush Rohan Fernando
that must be overcome
Session 3: MARKETING EXCELLENCE
• Is “added value” more than a buzz word? Or can adding value
actually give your products a clear edge? 12+ hours of networking
• Take full advantage of data, segmentation and targeting: Why
this is business-critical in the current climate of a shrinking
Over 100 leaders and innovators in sales and marketing from medical
sales force and changing legislation?
device companies will be in the same room as you and eager to
• Product launches: Achieve market success by driving uptake exchange ideas and share experiences. The design of the event
and analysing the effectiveness of your competitive maximises networking time with over 12 hours applied over the 2
positioning days. The highlight being the networking party after the close of
business on Day One of the summit, 17th March.

Maximise your time at the summit with pre-event networking

❜❜ Speakers were from very prominent

positions in their field, very well
respected.
We know that only 2 days to meet the people you want in a conference
will be pretty tough. That’s why every delegate will be able to network
online, both pre and post event on the eNetworker – think of it as your
very own LinkedIn network! So what are you waiting for? Sign-up now
and start meeting those people that can open your eyes to a new way
Dana Mooney, Educational Program Manager, Synthes
of thinking.

Have you got something to say?

Email Anna North on anorth@mddexec.com to learn more about speaking opportunities.
 Day One / Conference Agenda / 17 March 2010
Session 1: STRATEGIC OVERVIEW
Moving from box selling towards a true clinical
solution provider – a journey
 Look outside the box: Really understand your care provider
requirements
 How do you overcome the challenge of adapting your
strategy on a global scale?
 What does it take from both sides – the customer, and
your organisation?
Philips Healthcare, VP Sales & Marketing, Margrit Lelieveld
Lead from the front: Act today to meet
tomorrow’s expectations
The med device and diagnostic field continues to change
dramatically – and the future looks even more dynamic. So how
do you keep focused and on track? It’s all about aligning your
strategies, processes and people:
 Future leaders: What are your immediate challenges – and
what upcoming issues do you need to be alert to?
 Who are your customers today?
 Who are the customers of tomorrow – and how do you get
their business?
 Necessary change within your organisation: How do you
achieve co-worker buy-in?
bioMérieux, Full Lab Automation Program Director, Artur Aira
Where there is change there is opportunity:
Capitalise on the changing landscape – and
mitigate threats
 What’s the best way to identify a fresh range of sales and
marketing opportunities for your particular business – and
cash in?
 What’s happening in other industries – and how can you
harness their successes?
Stryker, Director, Marketing Excellence, Baba Awopetu
Pricing & Reimbursement Offices:
Developing sophisticated strategies that
deliver maximum profit
 What are the most important trends in the
reimbursement system?

Why is a cost benefit method for your pricing strategy
essential in today’s market – and what essential data is
required to produce one?

How easily can you develop reimbursement solutions with
correct pricing, cost containment and economic arguments?
 What’s the best way to help your customers convince others
within their departments?
DePuy, a Johnson & Johnson company, VP of Marketing,
Raphael Pascaud
Experience networking opportunities that are second to none
CASE STUDY
The procurement perspective: The UK National
Health Service
What – exactly – makes the NHS buy from your company?
And why do NHS executives sometimes prefer to do business
with your competitors? Authoritative answers direct from the
horse’s mouth:
 How is the NHS’s commercial landscape changing?
 Is it really all about the pricing – or are there other factors?
 How can you maximise your procurement-supplier
relationships to keep ahead of the pack?
The Barts and the London NHS Trust, Director of Procurement &
eCommerce, Mario Varela
Bringing it all together: Future-proofing your
European go-to-market strategy
 What are the prime challenges entailed in rolling out
consistent strategies across Europe?
 Is it really necessary – or even desirable – to have a
different structure in each country?
 How can you respond effectively to the increasing power of
purchasing in decision-making, whilst continuing to
promote clinical demand for your products?
 What are the most common mistakes made when
integrating commercial or key account reps into a sales
organisation – and how do you avoid them?
ZS Associates Europe, Managing Principal, Rohan Fernando
INTERACTIVE WORKSHOP
Go-to-market strategy: How do you get it right?
This workshop will provide a forum for discussion, with tangible
examples, frameworks and case studies to help you address
five key questions:
1 How are your customers changing?
2 Who are the key decision-makers and influencers?
3 Will you still need clinical sales reps in three years’ time?
4 Is the medical devices and diagnostics business destined to
become driven entirely by purchasing and payers?
5 What’s the optimum mix of clinical, commercial and
support roles in your sales organisation?
WORKSHOP LEADER:
ZS Associates Europe, Managing Principal, Rohan Fernando
 Day Two / Conference Agenda / 18 March 2010
Session 2: SALES FORCE EFFECTIVENESS
The importance of sales force effectiveness in a
price and quality-sensitive market
 Territory Management: How can you take market data,
resources and uncovered potential to build even more
powerful territories?
 Ways to lift your segmentation criteria to the next level
 What are the most profitable follow-up methods during a
selling cycle?
 How to visit the right customers with the right frequency
for maximum results
BD, Country General Manager / Germany Switzerland Austria,
Matthias Borst
When will the product close? Know when
– and how – the deal will close
 What formal steps have to happen once you have a verbal
commitment to close the deal?
 Why is accurate forecasting so vital to the entire organisation?
 How do you structure your forecast as well as your sales
force forecast?
Veran Medical Technologies, Director of Sales, Les Carlson
Implementing your value proposition through
your sales teams: What’s best practice?
 Market-led sales teams: trainee, trainer, marketer, seller
– how do you achieve maximum performance from every
team member?
 What does success look like?
 Learn the secrets of selecting – and applying – the correct
technology for your sales teams
Covidien, eLearning Manager, Anton Cush
Today’s sales rep: The changing role and fresh
challenges that must be overcome
 How can you turn your reps can into a hospital team’s
indispensible ‘flexible resource’?
 Selling is becoming increasingly evidence-based – How are
your reps affected by this trend, and what’s the most
effective response?
 Why should you place greater emphasis on territory
management?
 How can you accurately measure the impact of your sales
and marketing messages?
Cordis, a Johnson & Johnson company, VP of Marketing, Nadav Tomer
Fresh perspectives and practical advice you can't afford to miss
Session 3: MARKETING EXCELLENCE
Is “added value” more than a buzz word?
Or can adding value actually give your products
a clear edge?
 Can added value services be made to pay their way?
 Do they really bring you closer to your customers?
 How can you combine your product offerings in the most
effective way?
 Training and consultancy services: What’s the best route
for your organisation?
Boston Scientific, VP CRM Marketing, EMEA, Marta Antonucci
Take full advantage of data, segmentation and
targeting: Why this is business-critical in the
current climate of a shrinking sales force and
changing legislation?
 What are the best data sources for your company?
 How do you identify proven strategies that are certain to
give your company the knowledge to produce a reliable data
program?
 Understand the best way to develop segmentation criteria
 What follow-up methods during a selling cycle are likely to
be most profitable?
 Targeting: How do you get the right messages to the right
customers – and avoid over-communicating?
Cook Medical, Marketing Director, Keith Roland
Product launches: Achieve market success by
driving uptake and analysing the effectiveness
of your competitive positioning
 What are the primary launch challenges you face – and
how can you most easily overcome them?
 How will good resource allocation for launch and re-launch
teams cut your costs – and how much will you save?
 Benchmark Metrics: Which are right for your
company – and how do you use them to secure competitive
advantage?
 How can you boost customer loyalty by focusing on
customer education during the product launch phase?
Hospira, Marketing Director Medical Devices EMEA,
Mark Harvie
 Join our dedicated LinkedIn Group at www.linkedin.com
Group Search: Medical Device & Diagnostics Executives

2009 US Attendee Breakdown

Business
Opportunities for
Solution Providers
• Do you have something to offer sales and marketing
executives?
• Are you confident that you have the best solution on
the market?
• Do you want to meet and do business with decision  CEO/Managing Director/General Manager

makers from the medical device industry?
Head of Marketing/Marketing Director

Highlight your company’s work, raise your profile and
Commercial & Marketing Manager

network with senior med device decision makers and
peers at this years MDDexec Europe. Brand Manager / Product Manager
Exhibit and network with potential clients and partners,  PRESS

and address delegates via speaking and sponsorship
opportunities. Consultants/Solution Providers
For more information on the opportunities available,
contact Natasha Godbold on ngodbold@eyeforpharma.com
or +44 (0) 207 375 7520. 4 EASY WAYS TO REGISTER
CALL: +44 (0) 20 7375 7575

❜❜The pharma industry has had numerous events

that focus on their needs... finally, this event filled
the need for a conference dedicated to the specific
needs of sales and marketing professionals in the
FAX: +44 (0) 20 7375 7576
EMAIL: anorth@mddexec.com
medical device industry. ONLINE: www.mddexec.com/saleseu2010
GHX, Executive Director of Sales, Mark Lagunowich

Over 200 attended our US event in 2009, here are Group Discounts
a few of the companies who were there:
Take advantage of MDDexec’s unique team discounts.
★ Johnson & Johnson ★ Predictive
Healthcare Systems Biosciences The more people you bring, the more money your
company saves and the more it gains in the
★ Medtronic ★ Monogrambio knowledge building.
★ Apria Healthcare
★ Namsa Offers start at buy 3 tickets,
★ Covidien Get 1 free!
★ Ferrosan
★ Rcadia Medical Contact Anna North for
Imaging ★ Nutrasource
more details on
Diagnostics
★ Cook Medical +44 (0) 20 7375 7575
★ Baxter ★ Raumedic or email
anorth@mddexec.com
★ Cordis ★ Neurometrix
to make big savings!
★ Stryker ★ Genzyme

Reserve your place today at www.mddexec.com/saleseu2010

 Three Simple Steps to Register Now!

Staying in London?
You are encouraged to extend your stay in
London either before or after the summit, and
you are more than welcome to bring a partner.
We've negotiated special rates at the Regent's
Park Marriott so why not treat yourselves?

For further information visit

www.mddexec.com/saleseu2010/venue.shtml

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TERMS & CONDITIONS Places are transferable without any charge. Cancellations before organisers reserve the right to make changes to the programme without notice. All prices
February 17th 2010 incur an administrative charge of 25%. If you cancel your registration displayed are exclusive of VAT unless otherwise stated but, VAT will be charged, where
after February 17th 2010 we will be obliged to charge the full fee. Please note – you must applicable, at the prevailing rate on the invoice date and the relevant details will appear on
notify MDDexec in writing of a cancellation, or we will be obliged to charge the full fee. The the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT
 Researched and Developed by

SAVE €60re0
Register befo
MEDICAL DEVICES & DIAGNOSTICS 4 December
2009

Sales and Marketing

Excellence 2010
Grow and retain talent, respond to the changing healthcare
environment and sustain high growth
Two day conference I 17-18 March 2010 I Regent’s Park Marriott, London

Pricing and Reimbursement: Benchmark your marketing strategies against our

Develop sophisticated strategies that deliver
maximum profit
EXPERT SPEAKERS
including:

Launch phase strategy: Find out how to

future-proof your European go-to-market plans

‘Added value’ services: Discover what adding

value really means for your products

The Procurement Perspective: Maximise your

procurement-supplier relationships to keep
ahead of the pack

MEDIA PARTNERS:

❜❜ Very well managed.

Key note speakers delivered
very informative insight”
Rudi Gall, Managing Director, Raumedic

Interactive workshops + Hard-hitting keynotes + Case studies + Excellent networking opportunities