August 25 - 27, 2015 • Sheraton Pentagon City, Arlington, VA www.pharmaforceus.com Lead Sponsors: Organized By: Where Marketing & Sales Come Together The Event For Commercial Innovators In Life Sciences Take your commercial strategies to the next level with insights from: - Andrew Bridges, Global Expert Marketing Director, GlaxoSmithKline Consumer Healthcare The healthcare environment is changing rapidly, so it is critical marketing and sales leaders align on strategies that can optimize and enhance healthcare for the professionals and patients we serve. Derek Jones Head of Global Commercial of Excellence AstraZeneca Michael Moran Field VP GSK Nolan N. Castillo Senior Brand Manager, Respiratory New Product Strategy Teva Pharmaceuticals Cecil W. Johnson, III Director, Commercial Sales Leadership Development, Commercial Excellence Janssen Pharmaceutical Companies of Johnson and Johnson ® Deb Hussain Senior Director of Marketing, Men’s Health Lilly USA Haibei Jiang Deputy Director, Commercial Analytics Bayer HealthCare
Transcript
August 25 - 27, 2015 • Sheraton Pentagon City, Arlington, VAwww.pharmaforceus.com
Lead Sponsors: Organized By:
Where Marketing & Sales Come TogetherThe Event For Commercial Innovators In Life Sciences
Take your commercial strategies to the next level with insights from:
- Andrew Bridges, Global Expert Marketing Director, GlaxoSmithKline Consumer Healthcare
The healthcare environment is changing rapidly, so it is critical marketing and sales leaders align on
strategies that can optimize and enhance healthcare for the professionals and patients we serve.
Derek Jones Head of Global
Commercial
of Excellence AstraZeneca
Michael Moran Field VP
GSK
Nolan N. Castillo Senior Brand
Manager, Respiratory New Product Strategy
Teva Pharmaceuticals
Cecil W. Johnson, III Director, Commercial Sales Leadership Development,
Commercial Excellence Janssen Pharmaceutical
Companies of Johnson and Johnson
®
Deb Hussain Senior Director of Marketing, Men’s Health
Lilly USA
Haibei Jiang Deputy Director,
Commercial Analytics Bayer HealthCare
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
2Welcome to PharmaForce 2015!
Both personal and non-personal promotions have shifted radically in the new technology and healthcare era. Drug launches will dominate our workload. Success is contingent on gaining and sharing insights and on leveraging the best methods to engage multiple stakeholders. Are you ready? Join us in Arlington in August to:
Bridge The GapYour promotions need to be integrated across marketing and sales to
sales force executives together for shared insight and inspiration.
Be In Great CompanyOur attendees are always pleased that we limit vendor presentations and attendance (2:1 pharma to vendor ratio). Networking with other pharma executives happens easily. And we handpick the most relevant vendors so you’ll be able to source solutions in one convenient place.
Learn More. FasterWe’re only human. Long presentations put us to sleep. Most of our sessions are small-group, candid conversations you choose. Get the answers you need in real-time.
Where Marketing and Sales Come Together Who Will You Meet?Marketing
· Consumer/HCP/Payer Marketing
· Managed Markets Marketing
· Social Media Strategist
· Commercial Marketing
· Multichannel Marketing
· Digital Marketing/Digital Strategy
Sales
·
· Sales Training & Development
· Commercial/Sales Operations
· Field/Regional/Account Manager
· Market Access
Brand & Commercial Strategy
· Commercial Innovation
· Brand Management/Strategy
· Brand Marketing
· Disease, Drug, and Therapy Area Heads
“The US healthcare industry has experienced significant change the past 5-10 years, moving from a provider-centric model
to a patient-centric model. Many pharmaceutical organizations have taken on the efforts to train field sales colleagues on these market changes; however, it is difficult to apply these learnings without specific engagement from brand marketing. If we are looking to increase the relevance of sales colleague engagements with providers, it is important that marketing, sales and training align on a singular strategy to allow for consistent and sustainable change focused on the needs of the patient.”
- Jennifer L. Muszik, Director of Marketing Effectiveness, Pfizer
“While one can survive without the other and the key word is “survive.” In order for an organization to “thrive” the two
organizations need to be in lockstep with each other. The number one benefit is the customer receives a consistent message from both organizations. Lack of synergy can cause confusion to the marketplace.”
- Sebby Borriello, VP, Market Development, Cempra
“Our industry is getting smaller, with less major players. So if marketing and sales are aligned you provide more commercial
firepower for your business. You go beyond just the transaction and create an experience for your customers that you can build upon. ”
- Adam Shandler, Associate Director, Talent Acquisition & Talent Development, Dr. Reddy’s Laboratories
WHY IS IT IMPORTANT FOR MARKETING AND SALES TO ALIGN STRATEGIES? As commercial pharma becomes more digital, marketing and sales are working together more closely than ever before. Sales relies on marketing more for strategy, channels are more complex, and increased segmentation is required. And constantly evolving regulations mean you’re always facing new complications.
“ Alignment with sales and marketing made a big difference joining BMS and being responsible for launch readiness of the sales force and working closely with our alliance partner. It was easy to understand what needed to be done and to stay on strategy.”
- Keith Willis, Associate Director, Sales and Access Learning, Bristol-Myers Squibb
“In healthcare, the patient must be at the center of everything we do and we should be all working to the same goal; to optimize
the patient experience. Therefore, sales and marketing have to be universally aligned on all patient and HCP customer facing initiatives.”
- Jon Barrett, Executive Director, Oncology, US Marketing, Eisai
At PharmaForce, you’ll hear from industry leaders from both marketing and sales, including discussions where both sides are represented. You’ll go back to
the same page, cutting through red tape, preventing misunderstandings, and of course, maximizing your commercial success! We asked our speakers:
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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Dear Colleague,
We love our jobs because we get to innovate, educate, and build relationships, all while contributing to better health for patients.
But innovation comes with a price. We have to take a huge risk to do something new and it can sometimes be years before we are able to measure its success. And in the meantime, the healthcare environment continues to shift dramatically, regulation can slow us down, and senior management has, yet again, asked us to do more with less. No doubt it’s a challenging – yet exciting – time for pharmaceutical sales and brand marketing executives!
We invite you to eliminate some of the challenge from your days. To step forward with creative ideas with a lot more certainty. To know who to call when times get tough. We invite you to join us at PharmaForce 2015: where marketing and sales come together.
At PharmaForce you’ll be inspired with fresh ideas that will push the envelope of pharma marketing and sales. We can guarantee you’ll uncover these motivating strategies because the interactive nature of the event puts you in the driver’s seat: You get to ask the questions you want answered again and again. Plus, there are more pharma folks than vendors that attend PharmaForce (a 2:1 ratio), so you’ll run into your pharma peers over and over again to learn directly from them what’s
And did we mention PharmaForce has been running for a decade now? WBR knows how to throw a world-class conference. You’ll be treated like the executive suite, enjoy
close the last quarter of 2015 with a bang.
We look forward to seeing you in Arlington in August!
Regards,
The PharmaForce 2015 Advisory Board
A Message From The PharmaForce 2015 Advisory Board
Matt Barry Associate Director, Urology Marketing Astellas Randy Gay VP, Professional Development TherapeuticsMD Craig Kemp Innovative Partnerships, Vaccines Merck Michael Moran Field VP GSK Abel Rajan Director, Marketing Analytics & Insights Novartis Joe Renda Senior Director, BioPharmaceutical Commercial Operations &
Novo Nordisk John Vieira Senior Director, Global Brand Strategy Daiichi Sankyo Tom Wagner Leader, Global Digital Governance AstraZeneca
The Advisory Board
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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Michael Moran Field VP GSK
Global Head of Innovation, Digital Multi-Channel & Learning Academies IT AstraZeneca
Tom McCourt
Marketing & Sales Ironwood Pharmaceuticals
Jennifer L. Muszik
Deb Hussain Senior Director of Marketing, Men’s Health Lilly USA
Cecil W. Johnson, III Director, Commercial Sales Leadership Development, Commercial Excellence Janssen Pharmaceutical Companies of Johnson and Johnson
Jonathan Gordon Director, Strategy New York-Presbyterian Hospital
Brian Peters VP, Marketing Medac Pharma
Adam Shandler Associate Director, Talent Acquisition & Talent Development Dr. Reddy’s Laboratories
I attended the PharmaForce
meeting in 2014 and it was
the a great opportunity to
network with peers and to
learn about the challenges
other marketers are
facing in today’s changing
environment. I’m looking
forward to sharing my
perspective on some of
those same challenges.
Meet the Innovative Solution Provider Speakers:
Peter Lammers VP, Integrated Multichannel Engagement Quintiles
Marilyn Cox Marketing Principal Oracle Marketing Cloud
CEO
Jason Rushforth VP Industry Solutions Oracle Marketing Cloud
Sudhakar Mandapati Principal Strategic Research Insights (SRI)
Richard Whitehead
CSL Software Solutions
John M. Daly Sr. Principal, U.S. Healthcare Solutions IMS Health
I’ve always been about
networking and sharing
knowledge. I can’t think of a
better forum in which to do
this than PharmaForce.
Our 2:1 Pharma:Vendor Ratio means you won’t feel overwhelmed or hassled by vendors
Networking App – Helps you easily locate other attendees, set up meetings, and keep track of your schedule, and saves you
hundreds of pages
Pharma-Only Focus Day - Vendors can’t attend. It’s just you and 75 other pharma executives sharing successes and failures, debating the best vendors to use, and creating innovation through small group discussions
Cocktail Receptions – Relax and enjoy a sampling of drinks and hors d’oeuvres while networking with your peers
Roundtables Each Day – Join the conversation with our industry-leading speakers as you discuss solutions to your biggest challenges
– Not only do we keep our presentations under 25 minutes, but we’ve scheduled multiple sessions (from competitions to structured idea exchanges) for you to get to know more attendees
VP Think Tank - This is the list you want to get on. Reserved for 15 of our most experienced attendees (VPs or more senior-
part in a private and shockingly open dialogue about the future of commercial strategy
PHARMAFORCE IS INTERACTIVE
- Lauren Merendino, National Sales Director, Genentech, 2014 attendee
I like the format of the discussion
groups. It allowed an opportunity
to have a more intimate
discussion with the speakers and
get input from others.
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
2:25 SALT: Accelerating Best-In-Class Learning Transfer To Reduce Learning Scrap
Novel Ideas For Your Co-Pay Mitigation Strategy
2:45Compensation Strategy
Start Doing And Promoting Patient Adherence Programs Successfully
3:05 Best Practices In Communicating Insights To A Field Team
Surviving Global Product Launches Through Strategic Planning Of Learning Curriculum
3:25 PANEL:Compensation: Aligning Your Strategies To Achieve Desired Results
WORKSHOP: Increasing Patient Engagement And Enrollment
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7:30 Registration & Breakfast
8:30 Welcome Remarks Sara Mueller
Program Director PharmaForce
8:35 Chairperson’s Opening Address
8:50 Integration & Collaboration Opening Workshop
We all know that marketing and sales need to integrate in order for our promotional strategies to thrive, but there are more dynamics that come into play than you realize.
During this exercise you’ll meet other pharma folks with similar objectives as you and learn key strategies for
9:30 PANEL: Integrating Marketing And Sales To Achieve Commercial Success · Establishing complementary –
instead of competing – incentives for marketing and sales
· Determining the best way to structure your marketing and sales departments. Who reports into whom? How do structures vary from large pharma to small biotech?
· Developing a process to bring back insights from the sales force to the marketing team
· Ensuring marketing is keeping the sales force in the loop
Matt Barry Associate Director, Urology Marketing Astellas
Michael B. Johnson Brand Director, SavaysaTM, U.S. Marketing Daiichi Sankyo
Natasha Malhotra Bagchi Global Multichannel Marketing Capabilities SCS
10:10 PANEL: Exploring The Expanding Pharma Customer Landscape And How Your Commercial Strategy Must Shift In Response · Identifying new customer groups,
or ones that are taking on more importance, for your pharma marketing and sales strategies
Marketing & Sales Integration Focus DayFor Pharma Manufacturers OnlyYou strike up a conversation with a brand manager from Merck as you scoop scrambled eggs and fresh fruit onto a plate. You start talking launch readiness at the breakfast table. A head of marketing from Lilly sits down to join you and shares her
director of insight and analytics from AZ. More folks join your table… all from pharma manufacturers. There are no vendors here.
Later that morning you select a roundtable topic on managing big data, something you know your company can be doing much better. It’s hosted by a vendor but all the 15 roundtable participants are other pharma folks grappling with the same issue. They share which vendors have worked miracles, which ones weren’t worth the investment, and how they convinced upper management to support an integration refresh and innovative next steps. You can’t wait to schedule a meeting with your team
of these ideas into play.
Day One – Tuesday, August 25, 2015
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
10Day One Continued
· Explaining the greater role RNs, Urgent Cares, Pharmacies, and other entities are having on patient care and prescription writing
· Determining how to allocate resources and marketing budget
· Looking to the next three years to build your strategic plan and commercial teams
Brian Peters VP Marketing Medac Pharma
Nolan N. Castillo Senior Brand Manager, Respiratory New Product Strategy Teva Pharmaceuticals
10:50 Pharma Marketing & Sales Benchmarking Study
Curious how brand managers are allocating budgets and how sales managers are shifting compensation strategies? Our respected Advisory Board is putting together a benchmark study to help you see how
taking this anonymous survey then we’ll do the dirty work of tallying the results and packaging them to share with you.
Have an area of your job you’d like benchmarked? Email [email protected] with your ideas.
10:55 Morning Refreshment & Networking Break
11:25 PANEL: Capturing Insights For
Your Marketing And Sales Strategy · Establishing strategies to ensure
you capture all valuable insight throughout promotions
· Doing a better job at segmenting and targeting data to guide and
messaging · Identifying key opinion leaders
(KOLs) and the best route to engage them
Brian Peters VP Marketing Medac Pharma
Dina Weisleder Associate Director, Marketing
Derek Jones Head of Global Commercial
Excellence AstraZeneca
12:05 Establishing A Truly Integrated Multichannel HCP Engagement Strategy That Demonstrates ROI · Understanding integration
obstacles from within · Determining how to better reach
physicians across multiple channels · Getting more informed across each
channel to create a synchronized approach to HCP engagement
· Breaking down siloes between marketing and sales
Peter Lammers VP, Integrated Multichannel Engagement Quintiles
stakeholders and using behavioral economics to engage them
Anita Burrell Former Head, Commercial
Global Diabetes
12:50 Lunch
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
11Day One Continued
1:50 Innovation Exchange: Rotation #1
Choose one of six topics These Innovation Exchange
roundtable discussions are at the heart of the Integration Focus Day. Sit down with 10 – 15 other pharma executives, share solutions to common challenges, and ask the burning question you need an answer to. Because no other vendors attend these roundtables, you’ll be pleased by how candid the conversations are. Plus you get to choose your own adventure: pick the three topics that will pack the biggest punch for your 2015/2016 promotional strategies.
#1 Multichannel Patient Engagement
Peter Lammers VP, Integrated Multichannel Engagement Quintiles
#2 Discussion Topic TBC Executive, ZS Associates #3 A Prescription For Pharma
Marketing And Sales Alignment Marilyn Cox
Marketing Principal Oracle Marketing Cloud
#4 Debating The Place For Wearables And Other Rapidly Growing Mobile Technologies In Consumer Marketing
#5 Avoiding Paralysis By Analysis – What To Do With Big Data
#6 Leveraging Physician Social Networks And Education Platforms For Potent Targeting And Messaging
Additional roundtable facilitators TBC.
collaborative discussions with marketing and sales executives? Contact sponsorship director Alicia Upchurch at [email protected] or 646-200-7452 to get involved.
2:20 Innovation Exchange: Rotation #2
2:50 Innovation Exchange: Rotation #3
3:20 Afternoon Refreshment Break
3:50 Key Findings From Innovation Exchanges
We all wish we could be in two places
out yet how to clone you, we can ensure you pick up the best nuggets of info from all six of the Innovation Exchanges. Here, each table host will share the three most important
conversations. Have your devices handy – you’ll need to take speedy notes!
4:20 PANEL: The Bigger Picture: How Pharma Can Continue To
State Of Healthcare · Identifying, delivering and
communicating value relative to the cost associated with a product
· Understanding changes consumers face as a result of the ACA, such as higher co-pays and deductibles
· Collaborating with advocacy groups and other external stakeholders to achieve better care for patients
· What does the changing healthcare landscape (from the provider’s perspective) mean for how pharma needs to sell to providers?
· What is/should be the role of pharma in the healthcare and health delivery landscape?
Moderated by Mike Capaldi
Jonathan Gordon Director, Strategy New York-Presbyterian Hospital
Josh Plumb Area Market Access Director Cubist Pharmaceuticals
5:00 10th Anniversary Celebration Cocktail Reception In The Social ZoneYes, that’s right. We’ve been bringing the top pharma sales and marketing minds together for 10 years. And we are ready to get down and celebrate with you! Plus we’d like to welcome you to the Social Zone, which will serve as your “home base” over the next two days. This is where you’ll enjoy bottomless
learn about the latest technology innovations; and catch up with your colleagues and peers. We invite all PharmaForce attendees to join us for the fun festivities!
6:00 Day One Concludes
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we’ll set you up for success. In this quick ice breaker, you’ll learn your new friends’ names, common goals, and already be miles closer to achieving them with the new network you are building.
8:30 Evolving Your Digital Promotion Strategy To
Of HCPs · While we’ve been using the iPad for
years, we’ve learned what we think
· Sharing research on the types of digital tools that will engage customers during a sales rep discussion
· Why and where reps have to evolve back to traditional paper to engage HCPs
Big Pharma Speaker to be announced 7/1/15 – stay tuned!
8:50 Leveraging Learnings And Capabilities Throughout
For Maximum Commercial Results · Assessing how your global
organization currently communicates best practices,
7:15 Registration & Breakfast In The Social Zone
8:00 Welcome Remarks Sara Mueller
Program Director PharmaForce
8:05 Chairperson’s Opening Address
CEO
8:20 Connecting Innovators - Opening Ice Breaker
You know that awkward moment when you make eye contact with the person sitting opposite you, say a polite hello, then never speak again? Well, this does NOT happen at PharmaForce. We know you need quality connections in order to further your business and career goals, so
learnings, and capabilities; where is there room for improvement and more alignment?
· Implementing capabilities that are mainstream in one market within all other relevant markets
· Sharing examples of how better alignment in your global organization can support
Tom Wagner Leader, Global Digital Governance AstraZeneca
9:10 Multichannel Marketing For Pharmaceuticals: Spotlight On The Patient Journey
Jason Rushforth VP Industry Solutions Oracle Marketing Cloud
9:30 PANEL: Launch Readiness And Planning Best Practices · Planning appropriate launch
timelines · Building a comprehensive launch
training plan · Determining what kind of
best results
Joe Renda Senior Director, BioPharmaceutical Commercial Operations &
Novo Nordisk
Bob Holliday Senior Director of General Medicines Training
Jay Sabbah HIV Commercial Launch Lead, Middle East North Africa ViiV Healthcare
Keith Willis Associate Director, Sales and Access Learning Bristol-Myers Squibb
10:30 Morning Refreshment & Networking Break In The Social Zone
Day Two – Wednesday, August 26, 2015
Stakeholder Engagement Strategies In The New Healthcare Era
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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11:15 PANEL: Pharmacies And Pharmacy Groups: Understanding What They Want From Us · Many pilot programs for calling on
pharmacies were carried out last year. What were the results? What worked best?
· Understanding what the pharmacy groups think of our industry and how they want us to interact with them – hearing it straight from their mouths
· What methods of communication and type of info are preferred? How should the sales force be involved?
· What will next year bring? Shifting commercial resources to respond to this new important player in the payer space
Andrew Bridges Global Expert Marketing Director, Smokers’ Health Category GSK
Donney John
Pharmacist Partners Karen Miller
Former Senior Director Commercial And Field Ops Kadmon
11:55 Coaching For Commercial Success: Lessons From The Financial Industry
Richard Whitehead
CSL Software Solutions
12:15 Interactive Roundtable Discussions
Choose 2 (30 minutes each) Did a presentation from earlier in the
day spark your interest? Of course! Now you get to sit down with that speaker and 10 – 15 other attendees to dissect and debate the topic further. Or choose a new focus area you want to learn more about. (Be sure to divide and conquer with your teammates!) Either way a breadth of expertise will be shared and you get to ask the questions you need answers to.
Coaching For Commercial Success: Lessons From The Financial Industry
Richard Whitehead
CSL Software Solutions
#2 Finding The Sweet Spot: Enhancing Customer Experience While Meeting The Needs Of A Commercial Business
Deb Hussain Senior Director of Marketing - Men’s Health Lilly USA
#3 Evolving Your Digital Promotion
Of HCPs Big Pharma Speaker to be
announced 7/1/15 – stay tuned! #4 Leveraging Learnings And
Capabilities Throughout Your
Commercial Results Tom Wagner
Leader, Global Digital Governance AstraZeneca
#5 Hiring Top Performers For Your Commercial Teams
Randy Gay VP, Professional Development MD Therapeutics
#6 Game Changing Impact Of Pharmaceutical Big Data Analytics
Sudhakar Mandapati Principal Strategic Research Insights (SRI)
Day Two Continued
#7 Multichannel Marketing For Pharmaceuticals: Spotlight On The Patient Journey
Jason Rushforth VP Industry Solutions Oracle Marketing Cloud
#8 Discussion Topic TBC Executive, ZS Associates
1:15 Lunch
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
2:25 SALT: Accelerating Best-In-Class Learning Transfer To Reduce Learning Scrap · Accelerating speed and time to job
impact beyond traditional learning events ·
increasing productivity ·
more with less in the new learning environment
· Engaging leadership to monitor, coach, and pull through training
Cecil W. Johnson, III Director, Commercial Sales Leadership Development, Commercial Excellence Janssen Pharmaceutical Companies of Johnson and Johnson Rodney Somerville Senior Manager, Commercial Sales Leadership Development Janssen Pharmaceutical Companies of Johnson and Johnson
Novel Ideas For Your Co-Pay Mitigation StrategyLooking at how co-pay cards have progressed over the past 10 years · With co-pay cards commoditizing the
market what should their role be in your marketing strategy?
· Examining the most innovative examples of today’s successful co-pay cards
· Other ways to build co-pay mitigation into your marketing strategy
Michael B. Johnson Brand Director, SavaysaTM, U.S. Marketing
2:45Restructured Compensation Strategy · Your company has decided to restructure
its compensation strategy, now where do you begin?
· Getting into the hearts and minds of the people within your company to get them engaged and committed to supporting the program ·
levels within your organization, from the executive suite to individual sales managers
· As a trailblazer with no guide book to follow, what are the best ways to develop systems and processes to support your new compensation strategy?
· Determining how to benchmark the
compensation strategy for the long term Dharmesh Patel Director Patient First Operations & Admin, Enterprise Field Ops Admin GSK
Start Doing And Promoting Patient Adherence Programs Successfully · Getting at the root of what inhibits
adherence · How to support patients with a high risk
for non-adherence · The best way for brand managers to
promote adherence programs · Establishing how pharma, payers, and
providers should work together to achieve adherence
Karen Miller Former Senior Director Commercial And Field Ops Kadmon
3:05 Best Practices In Communicating Insights To A Field Team · Why a national sales strategy should be
local execution based on current, unique territory dynamics, to drive strategic
Surviving Global Product Launches Through Strategic Planning Of Learning Curriculum ·
global commercial teams to easily choose the elements that better supports their training plan for product launch
Track A: Continued
Track B: Continued
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
15Day Two Continued
guidance and decision support beyond the call plan
· How to ingrain your localized strategy into your reps’ daily territory management with proactive just-in-time territory, customer and performance insights
· Why marketing strategy and sales execution need to complement each other to achieve enhanced brand performance
·technology, applications, information and resources to optimize sales execution and enhance brand performance
John M. Daly Sr. Principal, U.S. Healthcare Solutions IMS Health
· A multidisciplinary approach to coordinating with key global commercial liaisons to assess learning needs in support of new product launches
· Partnering with global marketing in aligning resources and budget to develop a learning platform that supports key business initiatives
Maria Martina Maldonado-Wexler Former Senior Manager, Global Commercial Excellence Baxter Healthcare BioScience
3:25 PANEL:
Aligning Your Strategies To Achieve Desired Results · Determining the best methods for
· Establishing the data you need to follow and how to make better sense of it
· Identifying the goals of your brand and sales strategy to align incentives and compensation with your objectives
that will increase engagement, enrollment, and prescription rates
· Using innovation to engage more patients
· How regulation is impacting patient marketing and communication
· Overcoming the challenges associated with patient engagement: What worked for us and how we’d do things
· How will incentives and compensation shift as a result of the changing healthcare landscape
Sebby Borriello VP, Market Development CempraSpiro Gavaris VP Sales and Marketing West-Ward Pharmaceuticals
Global Head of Innovation, Digital Multi-Channel & Learning Academies IT AstraZeneca Edward Stelmack US & Global Commercial IT Director - Innovation, Digital & Learning COE AstraZeneca
Track A: Continued
Track B: Continued
Track A: Continued
Track B: Continued
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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4:05 Afternoon Refreshment Break In The Social Zone
4:50 Champagne Roundtables Choose 2 (30 minutes each) Did a presentation from earlier in the
day spark your interest? Of course! Now you get to sit down with that speaker and 10 – 15 other attendees to dissect and debate the topic further. Or choose a new focus area you want to learn more about. (Be sure to divide and conquer with your teammates!) Either way a breadth of expertise will be shared and you get to ask the questions you need answers to – all while sipping a little bubbly!
#1 Aligning Field Force Training And Brand Messaging To Reinforce Your Sales Strategy
Jennifer Muszik Director of Marketing
#2 Tailoring Your Commercial Plan To Engage Multiple Stakeholders
Jon Barrett Executive Director, Oncology, US Marketing Eisai
Strategy Dharmesh Patel
Director Patient First Operations & Admin, Enterprise Field Ops Admin GSK
#4 Novel Ideas For Your Co-Pay Mitigation Strategy
Michael B. Johnson Brand Director, SavaysaTM, U.S. Marketing
#5 Best Practices In Communicating Insights To A Field Team
John M. Daly Sr. Principal, U.S. Healthcare Solutions IMS Health
#6 Establishing A Framework To Measure The Relationship Between
#7 Start Doing And Promoting Patient Adherence Programs Successfully
Karen Miller Former Senior Director Commercial And Field Ops Kadmon
#8 Translating Insights Into Action
Mark Montgomery Global Director, Commercial Capabilities Development AstraZeneca
5:50 Speaker Appreciation Cocktail Reception In The Social Zone
Cocktails, food, music, games. Groundbreaking speakers that contribute to a productive meeting. You. We’ve got all the ingredients for a great party – see you there!
6:50 Conclusion of Day Two
Day Two Continued
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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force to meet the needs of today’s payers
· Outlining the most commonly committed, but not commonly known, mistakes in payer marketing and sales
John Vieira Senior Director, Global Brand Strategy Daiichi Sankyo
9:50 PANEL: Specialty And Niche Drugs: Launch Strategies For Success · Home health and specialty
out where! · How to manage the launch strategy
of your specialty drug in conjunction with primary care products
· Doing a better job of telling the story: communicating value relative to cost
·other than just cost
· Developing and training your specialty sales reps in line with what physicians want
Smruti Dave Associate Director, Sales Training - Multiple Sclerosis, Genzyme Corporation
8:15 Registration & Breakfast In The Social Zone
9:00 Chairperson’s Opening Address
9:10 My GI Health: The Next Generation Of Patient Care And Pharma Industry Partnership
Tom McCourt
Marketing & Sales Ironwood Pharmaceuticals
9:30 Payer Marketing And Sales Best Practices In The New Paid-For-Performance Era · MCOs and PBMs and IDNs… oh my!
payer groups and how pharma should be interacting with them
· How do payers prefer to receive information from pharma – print,
Michael Arnold Senior Director, Sales Training and Development Iroko Pharmaceuticals
10:30 Morning Refreshment & Networking Break In The Social Zone
11:15 PANEL: Using EHRs/EMRs To Deliver Point-Of-Care Messaging To HCPs · How doctors are currently using
EHRs and how this technology has evolved over the past few years
· Determining how to integrate information available for physicians into the EHR systems
· Going beyond the pill: The importance of providing info about your support, wellness, and adherence programs – in addition to drug info – at the point of care
· The future of EHR marketing: Where is pharma willing to take this innovative marketing channel and who can support us?
11:55 Using Employee Branding To Create Better Talent Acquisition Output · What is employee branding and
department objectives? · Talent begets talent; creating
cheerleaders for your company · Leadership skills that will foster
Adam Shandler Associate Director, Talent Acquisition & Talent Development Dr. Reddy’s Laboratories
12:15 Pharma Fish Bowl: Sales
Multichannel Marketing Remember that Fish Bowl exercise you
did in business school? Yes, this is it. It’s guaranteed to get you talking about any strategies yet to be uncovered at PharmaForce so far. You get to take part in the dialogue when you have something to contribute, or sit back and observe when its time to learn.
Day Three – Thursday, August 27, 2015
Innovations That Lead To Promotional Success
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12:45 Lunch
1:45 Interactive Roundtables Choose 1 (30 minutes long) Did a presentation from earlier in the
day spark your interest? Of course! Now you get to sit down with that speaker and 10 – 15 other attendees to dissect and debate the topic further. Or choose a new focus area you want to learn more about. (Be sure to divide and conquer with your teammates!) Either way a breadth of expertise will be shared and you get to ask the questions you need answers to.
#1 Telemedicine And Remote Monitoring: Establishing Their Role In Pharma Marketing
#2 My GI Health: The Next Generation Of Patient Care And Pharma Industry Partnership
Tom McCourt
Marketing & Sales Ironwood Pharmaceuticals
#3 Payer Marketing And Sales Best Practices In The New Paid-For-Performance Era
John Vieira Senior Director, Global Brand Strategy Daiichi Sankyo
#4 Using Employee Branding To Create Better Talent Acquisition Output
Adam Shandler Associate Director, Talent Acquisition & Talent Development Dr. Reddy’s Laboratories
2:15 WORKSHOP: The Psychology
This workshop is based on the NY Times bestselling book Psychology of Persuasion that explains the psychology of why people say “yes.” Richard will walk you through the 6 universal principals to help you become a skilled persuader and generate better results from your
“Richard Johnson brings a truly impressive depth of understanding to all manner of sales and marketing matters. Even more valuably, in his presentations, he is able to transform that deep understanding into easily
steps.” – Dr. Robert Cialdini, New York Times Business Best Seller Author and President of INFLUENCE AT WORK
Richard Johnson SVP, Sales and Sales Training Entera Health
3:45 Conclusion Of PharmaForce 2015
Day Three Continued
- Keith Willis, Associate Director, Sales and Access Learning, Bristol-Myers Squibb
It’s always a great opportunity
to reconnect with others and to
meet new people helping to drive
innovation and to solve problems.
Anne Stroup, VP Strategy, Alliance Life Sciences
I really like that PharmaForce is
very interactive allowing for much
more pharma participation.
Actually, I prefer it over other
events that are big lectures
formats. At PharmaForce, we
broke into small group discussions
– that’s what a conference is
issues on the table and sharing
our experiences.
Moderated by:
Michael Moran Field VP GSK
CEO
Software
Wednesday, Aug. 26, 2:15 - 3:15pm
VP THINK TANK
It’s a private room set away from the busy conversations of the conference – you have to be on the list to get in. Only a small group has assembled, 15 or so. Mike Moran from
or higher executives, the true leaders and decision makers in marketing and sales.
A couple weeks before the conference each participant responds to a quick email to share what they’d like to talk about in this exclusive setting. The ideas are developed into three larger talking points that you’ll waste no time diving into. The candidness of your colleagues is impressive and in just 60 minutes you’ll walk away inspired, full of insight, and with a new tight network of senior-level colleagues at the leading pharma companies.
Seating is limited. To request your space, contact Program Director Sara Mueller at 239.529.6917 or [email protected].
Hosted by
By Invitation Only
®
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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2007 The Great Recession.
US Pharmaceutical market experiences its lowest growth rate since 1961
2012 2013
The number of mobile device users surpass the number of desktop users
globally
2009 Over 60,000 pharma
the largest
continue over the next several years. Pharma
commercial executives are asked to accomplish more
with less
2010
are enacted drastically changing how pharma
interacts with physicians. The importance of non-personal promotion is
heightened.
2005 201520112007
20142006 20132008
PharmaForce launches 10th
the best PharmaForce to date – be there!
Program consists of 50/50 content for both
marketing and sales, with a greater emphasis on
non-personal promotion
iPad engagement solution presentations enter the program
First ever VP Think Tank occurs
The is established to
bring marketing and sales executives together in a
limited vendor environment
In only its second year, PharmaForce
in size as the premier sales force
Digital and launch
are major themes at PharmaForce
53 speakers share their insight to over 200 attendees
despite the economic
crisis
PharmaForce Is Celebrating Our Tenth Anniversary!
1 Mount Vernon Trail and local area parks
3 Signature Theater
2 Various Military Momuments
4 Trolley Pub
EXPLORE ARLINGTON
In and Around the Washington D.C. Metro area there are several outdoor biking and walking trails for you to enjoy! The Mount Vernon trail is a personal favorite! As multi-use recreational trail in Arlington, it takes you right along the Potomac River all the way to George Washington’s Estate.
If the Performing Arts are your thing, take a moment to visit the
Historically, Signature has been known for premiering innovative and lesser known plays. In a way, the theater continues to do so with its
lesser known pieces for the public.
Nationally, Arlington is known for its various landmarks and monuments
today, visitors and admirers come from all over the world to pay their
history, you might want to set some time aside to visit these important testaments to American spirit.
Two questions. Are you looking to be active and see the sites? Are you looking to drink while you see the sites? We’ll we have
is essentially a pedal-powered pub crawl for you and 14 of your closest friends.
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August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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CSL Software Solutions
enabling class leading:
• Electronic Coaching
• Incentive compensation.
CSL’s eCoach platform has helped many leading companies dramatically reduce their errors and improve the skills of their associates and sales people. Our unique blend of web apps for all platforms, full hosting and
booth.
IMS Health IMS Health is a leading global information and technology services company providing clients in the
healthcare industry with comprehensive solutions to measure and improve their performance. End-to-end
through the IMS One™ cloud-based master data management platform, providing comprehensive insights into diseases, treatments, costs and outcomes. The company’s 15,000 employees blend global consistency
Customers include pharmaceutical, consumer health and medical device manufacturers and distributors,
Oracle Marketing Cloud Modern Marketers choose Oracle Marketing Cloud to build customer obsessed cultures, create and manage
ideal customers, and power revenue performance. They use award-winning technology and expertise to transform marketing by truly knowing the customer, engaging with cross-channel marketing, and achieving data driven accountability. Integrated information from cross-channel, content, and social marketing with data management and dozens of AppCloud apps enables these businesses to target, engage, convert, analyze, and use marketing technology to deliver personalized customer experiences at every interaction. Visit oracle.com/marketingcloud.
®
engage customers in meaningful business conversations using controlled compliant content. Each employee
resources; and the Good Promotional Practices rules engine keeps customer conversations and transactions integrates third-party apps and internal
systems providing a seamless user experience, and leverages existing IT investments.
Quintiles Quintiles (NYSE: Q), a Fortune 500 company, is the worldís largest provider of
biopharmaceutical development and commercial outsourcing services. With a network of more than 32,000 employees conducting business in more than 100 countries, we helped develop or commercialize all of 2013ís top 100 best-selling drugs on the market. Quintiles applies the breadth and depth of
expertise to help our customers navigate an increasingly complex healthcare
delivery of better healthcare outcomes. To learn more about Quintiles, please visit www.quintiles.com
SRI Strategic Research Insights is a custom, global marketing research company
specializing in quantitative primary research and secondary data analysis for the pharmaceutical/biotech industry. Based on the understanding of our clients’ business questions and the actionable, quality-driven deliverables, SRI has an ever growing client base, conducting research in over 40 markets during the last twelve months, including nine product launches. We have worked in every major and many specialty therapy areas in market research and commercial development.
Also, we have begun to work with several of our clients to use the EMR and Claims data to understand what other ailments are recorded for patients with one or more medical conditions. The nature of treatments they are undergoing for those (specialists visited, medications taken, # of visits to
in developing a richer understanding of physical, emotional, social and
knowledge we acquire thru primary research.
ZS Associates
performance through sales and marketing solutions, from customer insights and strategy to analytics, operations and technology. More than
domain expertise to deliver impact where it matters for clients across multiple industries. To learn more, visit www.zsassociates.com.
Meet The Lead Sponsors
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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The PharmaForce Social Zone
The PharmaForce Social Zone is a relaxed area when you can recharge, grab
lounge. Plus you’ll have a chance to meet with the most cutting edge technology and service providers to ensure your commercial operations are set for maximum results in the near and long-term future.
Interested in showcasing your product or solutions in The PharmaForce
Exclusive access to senior-level decision makers from the top
Customized branding through our in-depth marketing campaign
Lead generation to accelerate your sales cycle
Build loyalty with your clients to consolidate your market position
from other vendors for competitive advantage
Raise awareness and remind the market that you are an essential partner
For more details on how you can showcase your solution, contact Alicia Upchurch at 646-200-7452 or [email protected].
1 4
2 5
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August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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CanBiotech CanBiotech is an open innovation platform for the biotechnology and
pharmaceutical industries. Source new partners through the CanBiotech portal, participate in our open innovation training workshops in partnership with BioEndeavor and engage CanBiotech and its network of partners to enable open innovation in your organization. www.canbiotech.com
Cutting Edge Information Cutting Edge Information provides primary and secondary research
on a wide range of life sciences management subjects. Our premier
us the partner of choice for pharmaceutical business intelligence. Our benchmarking reports are available in two formats:
Individual Report Purchase - Get industry-leading data instantly with our
business intelligence studies in several industry areas, including clinical
report to develop new strategies that maximize the lifetime value of your products and teams.
CEIConnect Subscription - Access our complete library of pharmaceutical intelligence with a CEIConnect subscription. A CEIConnect subscription provides instant and unlimited access to all of our current and upcoming studies. Sign up today to access nearly 1,200 documents and 10,000 pages of primary insights and metrics. http://www.cuttingedgeinfo.com/
FiercePharma FiercePharma is the pharma industry’s daily monitor, with a special focus
on pharmaceutical company news and the market development of FDA approved products. Our free, daily e-mail newsletter reports on big pharma, FDA regulations, drug safety, generic drug companies, and more.
About Our Media Partners
Med Ad News The pharmaceutical industry’s publication of record for more than 30
years, Med Ad News provides broad coverage and incisive analysis of the issues, events, trends, and strategies shaping pharmaceutical business, marketing, and sales. More than 16,500 readers -- comprising corporate executives, marketing, sales, and product managers -- rely on Med Ad
publication of UBM Canon, is now a publication of Outcomes LLC. For more info, visit www.medadnews.com.
PharmaLive
the busy pharmaceutical executive current on news and events. Through our industry leading Website and e-mail-based newsletters, including Daily Advantage and Medicine Avenue, readers can receive information deemed critical to their role. www.pharmalive.com
HealthIT & mHealth Media HealthIT & mHealth Media is a global media company, with a focus
on news and information about healthcare informatics, wearables, healthcare venture capital, and healthcare entrepreneurship. HealthIT & mHealth Media delivers news, analysis and insights to keep you up to date
Medical Marketing & Media Medical Marketing & Media provides a mix of news, analysis, expert
commentary, feature stories and special reports that arms readers with the tools they need for making crucial decisions in the dynamic and complex world of healthcare marketing. With timely, balanced, relevant, and original content produced by a team of seasoned journalists and editors, as well as industry experts, MM&M is a must-read every month for thousands of market leaders. Request your FREE subscription today!
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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The National Association of Pharmaceutical Sales Representatives
The National Association of Pharmaceutical Sales RepresentativesÆ (NAPSRxÆ) is the United States largest trade association for sales reps, sales managers and sales trainers who work in the pharmaceutical industry. The NAPSRxÆ (National Association of Pharmaceutical Sales
Program which provides vocational education for individuals looking to
necessary job prerequisites, such as: product/industry knowledge; selling guidelines and regulations; medical terminology; pharmaceutical selling techniques; drug sampling; physician detailing; introduction to pharmacodynamics and pharmacokinetics.
Pharmacist Partners Pharmacist PartnersÆ is the only Clinical Knowledge Organizationô (CKO)
Payers, and other stakeholders to improve medication awareness and adherence, utilizing our nationwide network of pharmacist partners
transition-in care and medication reconciliation consultative services to health systems and ACOís.
PharmaLeaders PharmaLeaders is an online environment dedicated to connecting,
informing and educating more than 200,000 life sciences professionals. With breaking news, an extensive member network, job and events postings and more, industry executives, manufacturers, marketers and educators can count on PharmaLeaders for the tools they need to succeed in today’s competitive market environment. For more information, write to [email protected] or visit us online at www.pharmaleaders.com.
PharmaVOICE
sciences executives, is the forum that allows business leaders to engage in a candid dialogue on the challenges and trends impacting the industry. PharmaVOICE provides readers with insightful and thought-provoking commentary in a multiple-perspective format through forums, topics, and articles covering a range of issues from molecule through market. PharmaVOICE subscribers are also kept abreast of the latest trends and information through additional media resources, including WebLinx Interactive WebSeminars, Podcasts, Videocasts, White Papers, E-Surveys and e-Alerts. Additionally, PharmaVOICEMarketplace.com provides a comprehensive directory of products, services, and solutions for the life-sciences industry. To Raise Your VOICE, contact [email protected].
PharmiWeb.comPharmiWeb.com is one of the worldís leading job and news portals for the pharma & biotech sector. Constantly updated with the latest news, events, and thousands of jobs from all the leading employers in the industry. PharmiWeb.com is brought to you by innovative online publisher and e-business solutions provider, PharmiWeb Solutions.
pharmaphorumpharmaphorum drives innovation within the pharmaceutical industry, by bringing healthcare together through a suite of media services that help produce and disseminate thought leadership, combined with an online platform for communicating messages to a global audience.í
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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Pharma Marketing News Pharma Marketing News is an independent monthly electronic
newsletter focused on issues of importance to pharmaceutical marketing executives. It is a service of the Pharma Marketing Network ñ The First Forum for Pharmaceutical Marketing Experts -- which brings together pharmaceutical marketing professionals from manufacturers, communications companies, and marketing service providers for wide ranging discussions and education on a multitude of current topics. Pharma Marketing Network & Pharma Marketing News provide executive-level content coupled with permissionbased e-marketing opportunities.
PM360 PM360 is the premier, must-read monthly magazine for marketing decision
makers in the pharmaceutical, biotech, and medical device industries. PM360 is the only journal that delivers practical how-to marketing information necessary for product managers/pharma marketing professionals to succeed in the complex and regulated healthcare environment. For more information, please visit: www.pm360online.com
Technology Networks Founded in 2000, is established as the leading news provider for life
science and drug discovery professionals. In addition, we provide unique content including webcasts, videos, application notes and posters from recent conferences. Our portfolio now includes around 30 focussed
TechnologyNetworks.com.
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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Sheraton Pentagon City Hotel900 South Orme Street Arlington, VA 22204 www.sheratonpentagoncity.comWith the Reagan National Airport, Metro Rail Station, downtown Washington D.C., and the
We’re conveniently located less than 15 minutes by taxi from Washington’s Union Station.
Venue and Accommodations
PharmaForce has secured a special conference rate of $99 a night (plus tax) for attendees. The
call the Sheraton Pentagon City at 703-521-1900 and identify yourself as a PharmaForce attendee.
soon as possible. The special rate expires August 3, 2015. After this date, rooms may still have
August 25-27, 2015 • Arlington, VA • www.pharmaforceus.com • 1-888-482-6012 • [email protected] @pharmaforce #pharmaforce
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Pricing & Discounts
Book by May 31
Book by June 30
Book by July 31 Full Price
Practitioner-Only Day)$1,598
Save $400$1,698
Save $300$1,798
Save $200 $1,998
Save
Team of 2
Teams of 3
Team of 4+
Discount price available for Pharma, Biotech and other Healthcare Manufacturers only. Standard rate pertains to all others including solution providers.*
*Solution Providers Include: A service provider to customer experience professionals including, but not limited to software vendors, technology vendors, solution providers, consultants or companies with primary revenues resulting from these other areas.
Team Discounts do not apply to sponsoring or exhibiting companies. Fee includes continental breakfast, lunch, cocktail receptions and conference documentation.
Discounts do not apply to sponsoring or exhibiting companies. Fee includes continental breakfast, lunch, cocktail receptions and conference documentation.Connecticut residents must add 6% sales tax to their
registration fee. Payment is due in full at the time of
payment is received and may be subject to cancellation
SUBSTITUTION POLICY:You may substitute delegates at any time by providing reasonable advance notice to Worldwide Business Research USA, LLC. Any cancellations received in writing
not less than eight (8) days prior to the conference, you will receive a 90% credit to be used at another Worldwide Business Research USA, LLC conference which must occur within one year from the date of issuance of such credit. An administration fee of 10% of the contract fee will be retained by Worldwide Business Research USA, LLC for all permitted cancellations. No credit will be issued for any cancellations occurring within seven (7) days (inclusive) of the conference.
