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19 Feb 2010

Sales Force Effectiveness


8th

USA 2010 2 day conference


17-18 May 2010, Princeton, USA

Benchmark your sales strategies against our


Capitalise on the Benefits of Change EXPERT SPEAKERS
to Develop a Winning Sales Strategy Paulash Mohsen
Vice President
Pfizer

Don Sawyer
Vice President
AstraZeneca

Mike Capaldi
Associate Vice President
•Prepare for and react to the impact of Healthcare sanofi-aventis
Reform Barry Duke
Vice President
•New Commercial Models for 2010 and beyond Genzyme

•Engage your customers through innovative new Joe Coffey


Vice President
channels such as Multichannel-Marketing Baxter

Charlotte Sibley
•New strategies to enhance relationships with payers Senior Vice President
Shire
•Scientist Vs Salesman? – key training techniques
‘Finally, an agenda for
Insights from 10 VP speakers at top pharma sales force
pharma companies effectiveness that walks
that critical line between
Global Sponsors Gold Sponsor managing the present and
mastering the future”
Tony Fross, Senior Director WBB Business
Supporting Sponsors Excellence, Pfizer
Panel Sponsor
Dear The only meeting you need

Colleague... 1


/ The Speakers
20+ VP & Senior Director level insights, from the top 20 big
pharma companies. These speakers have been chosen due to
their extensive experience and unique expertise on each topic.
Learn from the best. Profit from their vision and take away
With the Healthcare Reforms on the horizon, it has become powerful new strategies and solutions to give fresh impetus to
vital for pharma companies to prepare and react to this new the way you tackle the challenges you face.
selling environment with a new winning sales strategy.
2 / The Networking
During the 12+ hours of dedicated networking, you’ll rub
After months of research with senior level pharma execs shoulders with the sharpest minds in sales and marketing.
it has become clear that the industry is experiencing No other event can provide you with 2 days of business focused
significant changes. Customers and their needs are networking with some of the most influential people in your field.
changing, the role of the sales rep is changing, technology
is changing and this means the pharma sales force needs to 3 / The Topics
change. We have thoroughly researched this area in a bid to uncover
the hottest topics specific to people in your position. Senior
With this in mind, eyeforpharma presents it’s 8th annual sales executives from all top 20 pharma including J&J, GSK
Sales Force Effectiveness meeting. This is the key business and Novartis were consulted to ensure you get exactly what
you’ve asked for. If there is a topic you really want to discuss
meeting of the year in North America and the speaker and it’s not on the agenda, let us know and we can hold a
faculty this year is particularly impressive. With 10 VPs roundtable on it. Just email thushani@eyeforpharma.com
confirmed to present, you can expect powerful and insightful
keynote presentations on the topics that you need to 4 / The Case Studies
hear. Learn from experts such as Paulash Mohsen, VP Learn through a proven formulary of sales and marketing
Multichannel Management, Pfizer on integrating promotion examples, with take away best practice techniques. No other
across all channels and Don Sawyer VP Commercial event can deliver such knowledgeable insights and answers
Operations, Astra Zeneca on how to successfully engage to key challenges you face.
with payers.

This is your invitation to join the leading minds in Sales on


17th & 18th May in Princeton.

With the overwhelming success of last years event, SFE


USA 2010 is proving to be the number one sales force
effectiveness summit in North America. Do not miss out!

I look forward to seeing you in Princeton in May,

Kind regards,

Thushani Kumarasinghe
Vice President
Eyeforpharma
Join our dedicated LinkedIn Group at www.linkedin.com
P.S Don’t forgot- register early and you Group Search: sales force effectiveness
will save $500 before 19th February
Join our dedicated LinkedIn Group at www.linkedin.com
Group Search: sales force effectiveness

Summit at World Class Speakers


a glance at a glance
John Rotondo, Tony Fross
Vice President & General Manger Senior Director WBB Business

Day One May 17 2010 Commercial Operations


Bayer
Excellence Group,
Pfizer

// Strategic Overview: Healthcare Reform Paulash Mohsen Tony Zecca,


Vice President – Multichannel Senior Director, Sales Force
// The Changing Landscape of Pharma- mergers, biologics Management Effectiveness,
Pfizer AstraZeneca
& generics
Don Sawyer Tim Ryan
// Scientist Vs Salesman- Key training techniques Vice President- Commercial Executive Director of Prescription
Operations Medicine & Development
AstraZeneca Boehringer Ingelheim

Day Two May 18 2010 Barry Duke


Vice President, Sales
Don Hribek
Senior Director of Strategic Accounts
Genzyme EMD Serono
// Sales Excellence: Target Key Accounts & Managed
Markets Charlotte Sibley Tracy Mills
Senior Vice President Senior Director, Sales Force
// How to successfully “Achieve more with less” CBS Business Management Effectiveness,
Shire Endo Pharma
// Enhance customer value through multi-channel
Mike Capaldi Edson Gemo
management & e-detailing Associate Vice President Senior Director, Business Technology,
Sales Training & Leadership Sales Force Effectiveness Solution
// Understand your customer through analytics Development Center
sanofi-aventis Pfizer

Joe Coffey Marc Valdiviezo


Vice President, Sales Director Marketing Excellence
12+ Hours Baxter sanofi-aventis

of Networking Todd Lambert


Vice President, Sales
Steve Winawer
Senior Director, US Business
Shire Technology, Commercial Operations,
Over 200 leaders and innovators in sales and marketing will be in the same Patient & Physician Marketing
room as you and eager to exchange ideas and share experiences. The design Joe Malta Pfizer
of the event maximises networking time with over 12 hours applied over the Vice President, Sales and Marketing
2 days. The highlight being the networking party after the close of business Taro Pharmaceuticals
on Day One of the Summit, May 17th.

Enjoy a drink with the people who are pushing the boundaries to discover
new ways of improving SFE- don’t forget plenty of business cards.

Maximise your time at the summit


with pre-event networking
We know that 2 days is a short space of time to meet all the people you want
to at a conference. That’s why every delegate will be able to network online,
both pre and post event on the eNetworker – think of it as your personal
version of LinkedIn! So what are you waiting for? Sign-up now and start
meeting those people that can open your eyes to a new way of thinking!

Have you got something to say? Email Thushani Kumarasinghe on thushani@eyeforpharma.com


to learn more about speaking opportunities
Day One / Conference Agenda /
Visit the website www.eyeforpharma.com/sfeusa

SESSION 1: PHARMA IN 2010 AND BEYOND 12.00: Scientist Vs Salesman: Which approach will SUPEERL
PAN
enable your sales reps to raise their value to the
9.00: Lean, Mean, Switching machines- What is the future industry?
of Sales Force Effectiveness? • How is the role of the sales rep evolving? Learn what elements a
• From a continuous business evolution into an era of light speed winning sales rep must be armed with
change; a look at the big changes in Pharma over the last year • Re-engineer your sales reps thinking- how to strike the right balance
• Could biologics be the answer to falling revenues for big pharma? between scientific and business training
• Find out how declining pipelines are driving the largest players into the • Discover what level of knowledge your Sales Force needs to move
generics game and what non-science-driven marketing means beyond selling a product to providing a service
for the sales force • Engage various stakeholders and learn how training can help your
• Discover how the rate of industry change requires SAAS powered representatives excel in this new selling environment
plug-and-play sales forces Presentation: Tim Ryan, Executive Director, Boehringer Ingelheim
Tony Fross, Senior Director WBB Business Excellence Group, Pfizer Panel:Todd Lambert, Vice President Sales, Shire,
Don Hribek, Senior Director Strategic Accounts, EMD Serono
9.30: Mergers & Acquisitions: What does the future hold? Moderator: Greg Neal, Rx Business Advantage Consulting
• Understand the recent M&A activity and the underlying factors driving
them 2.30: A sales force to be reckoned with: Transforming
• Discover the current leading companies’ perspectives about near-term Sales Forces with talent upgrades, skills training, and
M&A activities
business processes
• The implications of M&A activity: How will you be affected?
• Hear success stories of organizations that have dealt with challenges • Review 2 examples of how implementing fundamental skills models
associated with M&A and tools changed sales organizations and improved results
Richard Skelly, Senior Director Commercial Evaluations, AstraZeneca • Learn how adopting a more structured sales approach can provide
strategic customer insights that can lead to winning sales tactics
• Review a model for gaining a 360 degree assessment of your sales
10.00: The future of pharma rests on the impending Health
talent and acting on those insights to maximize your sales force talent
Care bill – be prepared and understand the implications Joe Coffey, Vice President Sales, Baxter
• Understand the potential impact of changes to physician access,
regulatory pathways and the Sunshine Act 3.00: Discover the methodology behind successful CASE
• Discover how changes to reimbursement schemes and cost control STUDY
training delivery
measures could affect you and learn how others are preparing
themselves for these changes • Learn critical success factors from an industry leader
Pharma Vice President confirmed to present • Hear what e-learning approaches can be adopted to fill your training
needs force talent
Mike Capaldi, AVP Sales Training & Leadership Development, sanofi-
11.00: Emerging Markets: Building BRIC(s) and Blocs  
aventis
• Identify how to assess the opportunities in Emerging Markets
• Hear the common challenges and issues involved in working with
3.30: Value Creation- The Next Frontier for Pharma
Emerging Markets
• Implications of new account management models for the field force
• Discover Strategic Sales models for Emerging Markets
and how they will interact with the physician community
• Understand how to consolidate your company’s information across the
• Discuss the new metrics and incentives that are required to
globe
motivate changes in sales rep behaviour & activities ‘on the ground’
Charlotte Sibley, Senior Vice President CBS Business Management, Shire
with customers
• See examples of new tools and training that have been proven to
significantly improve business results
SESSION 2: TRAINING AND DEVELOPMENT Angela Bakker Lee, Principal, ZS Associates
11.30: The Evolution of Physician Behaviour and
Implications for New Physician Access Models
• Examine physician behaviour that opens access for hard-to-reach
physicians
• Learn effective new approaches to address your coverage and access
challenges
• Understanding the implications for sales force structure and function to
achieve more effective physician coverage, access and engagement
Mark Gleason, Senior Vice President, Corporate Development, Aptilon
Day Two / Conference Agenda /
Visit the website www.eyeforpharma.com/sfeusa

SESSION 3: SALES EXCELLENCE 12.00: PANEL SESSION WITH LEADING PANELN


PHARMA SALES EXECUTIVES SESSIO
9.00: Achieve more with less: Which commercial model will
be most successful for your company? Moderated: George Schmidt, Senior Vice President & Head of Sales
Practice, Campbell Alliance
• How do your customers want to buy?
• Gain an overview of successful models such as KAM, customer-centric
and outbound/inbound inside sales
• Identify critical resources for implementation
SESSION 4: SALES TOOLS AND TECHNOLOGY
• Change Management: cultural and competency barriers to effective 2.00: Multi-Channel Management:  Integrating promotion
execution effectively across all channels
Barry Duke, Vice President Sales, Genzyme
• Understand the overall landscape of physician usage of alternative
channels – web, mobile and social media
9.30: Insights into Taro’s commercial model strategies CASE • Effectively engage with customers in a way that matches their
STUDY
• Identify critical markets for retention and determine where to workflow
deploy and focus resources • Learn how to integrate “traditional” promotion with “alternative”
• Discover how to retain and grow Rx volume, market share and revenue promotion
• Overcome the hurdles of reduced home office support and cuts Paulash Mohsen, VP Multichannel Management, Pfizer
to A&P funding
Joe Malta, Vice President Sales & Marketing, Taro Pharmaceuticals 2.30: Capitalise on the potential of e-detailing to reduce
your marketing costs
10.00: The optimal size of your workforce: How small is big • Understand how e-detailing can help you strengthen the pharma-
enough? physician relationship whilst cutting your costs
• Who is key to your workforce? Understand how this will drive your • Learn to convert mind share to market share & deliver samples to
business interested doctors by strategically applying e-detailing
• Optimise your Sales Force and discover the most effective life cycle • Identify how to determine the correct e-detailing approach by
• Has the economic downturn suppressed your promotion activity? segmenting the relevant variables and subsequently offer only the
• Learn if the number of sales reps you have actually matters in these services that are most valued able
challenging economic times John Rotondo, VP & General Manager Commercial Operations, Bayer
Tracy Mills, Senior Director Sales Force Effectiveness, Endo
Pharmaceuticals 3.00; Closed Loop Marketing In a multi-channel 
CASE
environment STUDY
11.00: Target managed markets and bring value to these • Transform your Sales Force and drive multi-channel
powerful stakeholders integration through the use of technology and analytics
• Learn how to successfully engage payers by using a customer-centric • Maximize the impact of your sales force with customized tools and
approach material that delivering real value to the customer interaction
• Hear the benefits of earlier collaboration with payers and how to • Learn key success factors for the effective implementation of CLM
maintain this involvement throughout the product life-cycle into Marc Valdiviezo, Director Marketing Excellence, Sanofi-Aventis
the sales cycle
• How to use specific research techniques to enhance marketing & gain 3.30: What technology is necessary to achieve optimum
insight about payers
sales effectiveness?
• Increase focus on health outcomes research and cost-effectiveness to
satisfy payers demands • Go mobile: Discover the strategic advantages of the resulting real time
Don Sawyer, Vice President Commercial Operations, AstraZeneca ability to interact with customers
• Understand what are the advantages of virtual selling and discover
the advantages of providing your sales reps with a second channel of
11.30: How to ensure a long-term relationship with your interaction through the web
key accounts • Maximise your CRM tools to achieve optimum sales effectiveness
• Identify the key accounts that will generate the greatest ROI and Edson Gemo, Senior Director Business Technology Sales Force
maintain these relationships by generating mutual trust Effectiveness Solution Center, Pfizer
• Provide the necessary tools and training to transform your Sales Steve Winawer, Senior Director, US Business Technology, Commercial
Force into therapeutic area experts, capable of identifying the correct Operations, Patient & Physician Marketing, Pfizer
accounts and building relationships across multidisciplinary groups
• Increase your sales force’s efficiency by establishing a successful “pull
through” model
Tony Zecca, Senior Director Sales Strategy, Effectiveness & Innovation,
AstraZeneca
Register Now!
visit www.eyeforpharma.com/sfeusa

Business Opportunities “Excellent insights into sales and


For Solution Providers marketing trends”
Marc Piper
> Do you have something to offer sales and marketing Global Business Support, Bayer
executives to help their company succeed?

> Are you confident that you have the best solution on the
market?
“Deals with the most critical
> Do you want to meet and do business with decision makers business challenges- it fuels future
from pharma and biotech?
orientations”
Then do not miss this event- it is the only option Paul Kusters
Director SFE & Training, UCB
to ensure you strengthen current business
relationships and build new ones.
Maximise your return on investment at this industry-leading event
by increasing your profile with our exciting range of sponsorship “Great networking, insights,
opportunities. Just take a look at the agenda and you will see that
we are totally committed to ensure a great ratio of buyers for our information and learning”
confirmed partners to ensure that the integrity of your campaign is Paul Ruane
guaranteed. Put your company in pole position to make the connections Director of Learning and Development, Schering Plough
and clinch the deals you’re coming along to make.

For more information on the opportunities available,


Email Ed Harris on eharris@eyeforpharma.com or call toll free:
+ 1 800 814 3459 x 7173 “Very valuable- presentations
showed what will be happening in 5
Group Discounts year’s time”
Nick Pope
Take advantage of eyeforpharma’s unique team discounts. Global Director of Learning and Sales Force Training
The more people you bring the more money your company saves - Bausch & Lomb
and the more it gains in knowledge building.

Contact the eyeforpharma team on +1 800 814 3459 or email


register@eyeforpharma.com to make big savings Don’t miss a single
presentation!
4 EASY CALL
FAX
+1 800 814 3459
+1 800 814 3460
We know it will be difficult for you to catch every single presentation
so we will be filming and recording all the presentations so you don’t
have to miss a thing!
WAYS TO EMAIL register@eyeforpharma.com Simply purchase the Gold or Platinum Pass when you register and you’ll be
REGISTER ONLINE www.eyeforpharma.com/
given access to the recordings after the conference.

sfeusa
Check out the registration form opposite now!

Reserve your place today at www.eyeforpharma.com/sfeusa


Group Discounts
Contact
register@eyeforpharma.com
for your group rate

Staying in
Princeton?
You are encouraged to extend your stay in Princeton
either before or after the summit, and you are more than
welcome to bring a partner.
For further information on hotel discounts visit:
www.eyeforpharma.com/sfeusa
Pharma & Biotech SUPER EARLY BIRD EARLY BIRD STANDARD
Companies (expires 19 Feb 2010) (expires 26 Mar 2010) PRICE
Platinum Pass
>
>
Two day full access pass
Full event recording
$2495 $2695 $2995
> Access to workshops
> Exclusive Strategic report

Gold Pass
> Two day full access pass
> Full event recording
$2195 $2395 $2695
> Access to workshops

Silver Pass
> Two day full access pass
$1995 $2195 $2495
> Access to workshops

Solution Providers & SUPER EARLY BIRD EARLY BIRD STANDARD


Consultants (expires 19 Feb 2010) (expires 26 Mar 2010) PRICE
Platinum Pass
> Two day full access pass
> Full event recording
$2695 $2895 $3195
> Exclusive Strategic report

Gold Pass
> Two day full access pass
> Full event recording
$2395 $2595 $2895
Silver Pass
> Two day full access pass
$2195 $2395 $2695
Video Conference recording $600
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TERMS & CONDITIONS Places are transferable without any charge. Cancellations before 17th April 2010 in- the full fee. The organisers reserve the right to make changes to the programme without notice. All prices displayed are
cur an administrative charge of 25%. If you cancel your registration after 17th April 2010 we will be obliged to exclusive of VAT unless otherwise stated but, VAT will be charged, where applicable, at the prevailing rate on the invoice
charge the full fee. Please note – you must notify eyeforpharma in writing of a cancellation, or we will be obliged to charge date and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT
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Register before
19 Feb 2010

88ththSales
SalesForce
ForceEffectiveness
Effectiveness
USA 2010 2 day conference
17-18 May 2010, Princeton, USA

A wide range of companies attended


Capitalise on the Benefits of in 2008, here are just a few:

Change to Develop a Winning Abbott


Astellas
Genzyme
Gilead

Sales Strategy AstraZeneca


Barr Laboratories
Bausch & Lomb
Hoffman LaRoche
ITOCHU Technology
J&J BIS
Bayer Johnson & Johnson
Biogen Idec LifeScan (Johnson &
Boehringer Ingelheim Johnson)
Bristol-Myers Squibb Merck Frosst Canada
Centocor Ortho Biotech Novartis Pharmaceuticals
Cephalon00 Novo Nordisk
Daiichi Sankyo Pfizer
DoctorDirectory.com Purdue Pharma
Eli Lilly Reckitt Benckiser
EMD Serono Sanofi Aventis Group
Enzon Pharmaceuticals Schering-Plough
Ferring International Shire
Center Solvay
Breakdown of last year’s attendees:
Forest Laboratories Stiefel Laboratories
Galderma Labs Wolters Kluwer Health
Genentech Wyeth

4 EASY WAYS
TO REGISTER
CALL +1 800 814 3459

FAX +1 800 814 3460

EMAIL register@eyeforpharma.com

ONLINE www.eyeforpharma.com/
sfeusa

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