preliminary agenda at-a-glance · · overcome privacy hurdles while working with data · leverage...
TRANSCRIPT
September 12 - 14, 2016
Westin Forrestal Village, Princeton, NJ
www.pharmaforceus.com
Full Agenda To Be Released May 2016
Marketing the Science through the Art of SalesThe Event for Commercial Innovators in Life Sciences
Preliminary Agenda At-A-Glance
Organized By:
The Only Event That’s 50% Marketing, 50% Sales, 2:1 Pharma/Vendor Ratio
Register Now: Web: www.pharmaforceus.com • Call: 1-888-482-6012 or 1-646-200-7530 • Email: [email protected]
Marketing the Science through the Art of Sales 2
“As the landscape of healthcare and our
pharmaceutical business continue to evolve, the
PharmaForce conference provides a great opportunity to gain a
broader perspective by better understanding critical issues
and exploring potential future solutions.”
Tim Ryan, Executive Director,
Prescription Medicine Training & Development,
Boehringer-Ingelheim
Sponsors:
Marketing the Science through the Art of Sales 3
2016 Speaking Faculty To Date
Meet the 2016 Advisory Board
Kasia Hein-Peters Vice President, Marketing Sanofi Pasteur
Michael Capaldi Associate Vice President, Civic Action & Social Networking Sanofi-Aventis
Tom McCourt Chief Commercial Officer and SVP, Marketing and Sales Ironwood Pharmaceuticals
Brian Peters Vice President, Marketing MedAc
Daniel Henry Director, Consumer and HCP Marketing Otsuka Pharmaceuticals
Lisa Valtierra Associate Director, Cross Cultural Marketing Boehringer Ingelheim
Lawrence Bressler Senior Director, US Marketing Lead Shire
Adam Shandler Associate Director, Talent Acquisition & Talent Development Dr. Reddy’s Laboratories
Donney John Chief Clinical Officer PharmacistPartners
Ian Talmage Senior Vice President, Marketing Bayer
Mike Moran Vice President, US Head of Sales Eagle Pharmaceuticals
Deb Hussain Head of US Marketing Lilly USA
Peter O’Neill Vice President and Research Director Forrester Research
Michael Williams Chief Operating Officer Intarcia Therapeutics
Larry Westfall VP Value-Based Care, Pharmacist Partners, Former Director, Healthcare Quality Alliances Johnson & Johnson Health Care Systems
Jennifer Muszik Director, Commercial Excellence Roche
Edward Stelmack Director, Head Commercial Data AstraZeneca
Brad Hummel Senior Director, Field Force Effectiveness: Sales Training, Analytics, and Operations Entera Health, Inc.
Sreenath Nampally Associate Director, Sales Force Operations AstraZeneca
Sandra Velez Contact Marketing Lead Merck
Sebby Borriello VP, Market Development Cempra
Dan Henry Director, Consumer and HCP Marketing Otsuka Pharmaceuticals
Matt Barry Associate Director, Marketing Astellas
Abel Rajan Director, Marketing and Analytics Novartis
Jill Donahue Author EngageRx
Heidi Youngkin President Youngkin Consulting
Katie MacFarlane Chief Commercial Officer Agile Therapeutics
Michael Tomcsanyi Field Director, Integrated Health Systems, LTC, & GPO’s Sunovion Pharmaceuticals Inc.
Bob Holliday Senior Director, Diabetes & Cardiovascular Training; Commercial Training & Development Sanofi US
Ben Locwin Global Head, R&D Learning Biogen
Phil Cramer National Sales Director Scilex Pharmaceuticals
Glenn Borgmann Director of Marketing & Sales Merck
Brian Peters Vice President, Marketing MedAc
Sebby Borriello Vice President, Market Development Cempra
Register Now: Web: www.pharmaforceus.com • Call: 1-888-482-6012 or 1-646-200-7530 • Email: [email protected]
Marketing the Science through the Art of Sales 4
Who Will You Meet?
Agenda Key:
Marketing · Consumer/HCP/Payer
Marketing
· Managed Markets Marketing
· Social Media Strategist
· Commercial Marketing
· Multichannel Marketing
· Digital Marketing/Digital Strategy
Sales · Field Force/Sales Force
Effectiveness
· 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
Presentation/keynote: a short, sharp TED-style presentation focused on a specific case study or customer experience story to highlight your expertise on a particular topic. There are typically slides and some presenters opt to host a roundtable based on their presentation topic to go more in-depth since 20 minute presentations do not have time for audience Q&A.
Panel: a 40 minute interactive, moderated discussion on stage featuring 3-4 panelists and audience Q&A throughout. There’s no presentation or PowerPoint slides needed.
Workshop: a one hour deep-dive into a particular topic led by a facilitator and featuring hands-on activities and/or group work.
Roundtables: Roundtable discussions are small peer-led group discussions on a niche topic. Your role would be to facilitate discussion and serve as a subject expert. The discussions are 2 30-minute rotations, meaning, after 30 minutes, all the attendees switch tables and select a new table to sit at for the second 30 minutes.
Innovation spotlight: a 20 minute rapid-fire presentation led by a solution provider highlighting the latest in sales and marketing platforms
VP Think Tank: Exclusive, by-invite-only small group discussion in a private room on 3 key topics determined by the participants. For our most senior-level attendees.
Sponsors:
Marketing the Science through the Art of Sales 5
Day One: Translating Marketing Insights into Sales Activities For Pharma Manufacturers OnlyMonday, September 12, 2016
7:30 Registration & Breakfast
8:30 Welcome Remarks Charleen Ring
Program Director PharmaForce
8:35 Chairperson’s Opening Address
8:50 PANEL: Breaking Down Silos: Driving a Culture of Collaboration Between Marketing and Sales
Brian Peters VP, Marketing MedAc
Daniel Henry Director, Consumer and HCP Marketing Otsuka Pharmaceuticals
Keith Willis Associate Director, Cardiovascular, USP Sales & Access Learning Bristol-Myers Squibb
Lawrence Bressler Senior Director, US Marketing Lead Shire
9:30 WORKSHOP: Innovative Approaches to Leadership Development
Some problems with traditional Leadership Development Programs (LDPs) include favoring tenured or high-performing sales representatives and focusing on subjective assessments of core competencies. There are many real-world examples that support the saying “the best players (sales representatives) are not always the best coaches (managers)?” Aside from entry bias, most LDPs fail to develop “true” leaders or eliminate “would-be” leaders because they focus on participation in “canned” workshops or completion of on-line courses. According
to research on adult learning principles, this is not an optimal approach in terms or retention rates or skill development. The consequences of having a traditional LDP can be severe and may impact everything from employee morale to the company’s bottom-line. In contrast, innovative LDPs are effective, efficient, and establish “true” leaders because they focus on objective assignments that align with business philosophy. Participants will gain a better understanding of:
· The REAL reasons to have an LDP
· Traditional LDPs and why they FAIL
· Innovative LDPs and why they WORK
· How to incorporate innovative approaches to an existing LDP
Brad Hummel Senior Director of Field Force Effectiveness Entera Health, Inc.
10:10 PANEL: Evolving the Commercial Model
Sebby Boriello Vice President, Market Development Cempra
Katie MacFarlane Chief Commercial Officer Agile Therapeutics
10:50 Pharma Marketing & Sales Benchmarking Study
10:55 Morning Refreshment & Networking Break
11:25 CLEARPOINT PANEL: Topic TBD Bob Holliday
Senior Director, Diabetes & Cardiovascular Training; Commercial Training & Development Sanofi US
Register Now: Web: www.pharmaforceus.com • Call: 1-888-482-6012 or 1-646-200-7530 • Email: [email protected]
Marketing the Science through the Art of Sales 6
12:05 Working with Cross-Functional Teams for Sales Force Compensation, Training and Leadership Development · Build teams by motivating and retaining
talent
· Understand the drivers of field force expansion
· Utilize CRM tools to track and analyze customer interaction
· Streamline incentive compensation and create sales force momentum in a competition-drive landscape
12:25 Streamlining Global Strategy and Development During Mergers and Acquisitions to Avoid Disruption · Best practices for sustainable marketing
and sales integration during organization overhauls
· Understand roles of internal key players during transformation initiatives
12:50 Lunch For All Attendees
1:50 Innovation Exchange: Rotation #1 #1 ZS Discussion TBD
John Biekno Principal ZS Associates
#2 Clear Point Discussion TBD
Name, Title, Company
#3 Sponsor
Name, Title, Company
#4 Sponsor
Name, Title, Company
#5 Sponsor
Name, Title, Company
2:20 Innovation Exchange: Rotation #2
2:50 Innovation Exchange: Rotation #3
3:20 Key Findings From Innovation Exchanges
3:50 Afternoon Refreshment Break
4:20 CASE STUDY: Learning How Pharma Can Play a More Active Role in Marketing and Commercialization to Payers and ACOs
Michael Williams Chief Operating Officer Intarcia Therapeutics
4:40 Analyze Multichannel and DTC Trends And Learn How Sales Can Play an Active Role
5:00 INNOVATION SPOTLIGHT: Capturing Big Insights From Big Data · Make sense of big data and learn best
practices for analysis
· Managing data for specialty pharma
· Overcome privacy hurdles while working with data
· Leverage insights for effective marketing and sales campaigns
Sreenath Nampally Associate Director, Sales Force Operations AstraZeneca
5:20 DEBATE STYLE PANEL: Adapting to Industry Changes in a Changing Political Climate
The 2016 General Election is right around the corner, and there are implications to the industry regardless of which side is victorious. Will the next POTUS repeal the Affordable Care Act? Will the rising cost of prescription drugs remain at the forefront of legislative discord? Only time will tell, but for now, we think a little healthy debate will put get us in the Election Day spirit.
· Respond and discuss hot-button issues related to prescription drug pricing
· Forecast potential regulation challenges and future FDA guidance
Sponsors:
Marketing the Science through the Art of Sales 7
· Address potential changes to the Affordable Care Act regardless of who’s in office and the impact on biopharma
· Address how sales and marketing can adapt in order to effectively evolve with these changes
Moderator:
Michael Capaldi Associate Vice President, Civic Action & Social Networking Sanofi-Aventis
6:00 Cocktail Reception And Opening Of The Social Zone
7:00 Day One Concludes
I can’t wait for PharmaForce! It will be my time to re-energize and gain insights
and new ideas from colleagues on how to better develop our commercial teams
to meet the demands of our very complex market environment. My philosophy is
that learning does not happen in a vacuum.” Having marketing and sales peers
discussing current and future needs for the business makes PharmaForce the
ideal environment to stay ahead of the game developing learning solutions that will
resonate with my internal customers back home.
Maria Martina Maldonado-Wexler, Former Senior Manager, Global Commercial Excellence, Baxter Healthcare BioScience
Register Now: Web: www.pharmaforceus.com • Call: 1-888-482-6012 or 1-646-200-7530 • Email: [email protected]
Marketing the Science through the Art of Sales 8
Day Two: Selecting the Channel Best Suited to Customer EngagementTuesday, September 13, 2016
7:15 Registration & Breakfast In The Social Zone
8:00 Welcome Remarks Charleen Ring
Program Director PharmaForce
8:05 Connecting Innovators
8:15 Chairperson’s Opening Address Jeff Gaus
CEO Prolifiq Software
8:30 INNOVATION SPOTLIGHT: The Big Picture: What to Expect in the Evolving Healthcare Ecosystem
John Bienko Principal ZS Associates
8:50 FIRESIDE CHAT: Evolution or Revolution? How Life Sciences Organizations are Transforming to Meet the Evolving US Healthcare Market Needs
Since the HITECH Act in 2009 and the Affordable Care Act in 2010, there has been significant consolidation of provider organizations and the introduction of many new decision-makers and key influencers. Healthcare organizations are using the wealth of new data to determine how they achieve the triple aim – providing quality health care at a lower cost with high patient satisfaction.
Jennifer surveyed leading pharmaceutical, medical technology and solutions organizations to gain specific insight into how they are changing to meet the needs of the market. In this session, she shares her findings, observations and insights into how pharma can embrace the new reality. Attendees will learn how to:
· Evolve the individual roles to meet the needs of a collaborative selling environment
· Update their competencies, KPIs and other performance measures and processes
· Utilize tools and technology to both accelerate and sustain those changes.
Moderator: Jeff Gaus CEO Prolifiq Software
Jennifer Muszik Owner, Jennifer Muszik, LLC and Director, Commercial Excellence Roche
9:10 PANEL: Health Disparities and Cultural Competency—How Can Pharma Help?
Panelists:
Donney John, MD Chief Clinical Officer PharmacistPartners
10:00 INNOVATION SPOTLIGHT: Adobe Keynote – Topic TBD
Adobe
10:20 Morning Refreshment & Networking Break In The Social Zone
Sponsors:
Marketing the Science through the Art of Sales 9
10:50 PANEL: Engaging the C-Suite: Understanding the Rules of Engagement and What the C-Suite is Looking For · Learn what the C-Suite wants to hear from
Pharma through issue-centric discussions
· How Pharma can create, enhance and leverage these relationships
· Gain insight into new roles and titles, including chief experience officer, chief transformation officer and chief nursing informatics officer
Larry Westfall VP Value-Based Care, Pharmacist Partners, Former Director, Healthcare Quality Alliances, Johnson & Johnson Health Care Systems
Payer Panelist: Phil Tumarello Former COO of Wellquest, CEO Advanta Health Solutions, Currently is VP/COO Pharmacist Partners
11:30 Mapping the Customer Journey: Differentiating Between Customer Engagement and Customer Experience
Sandra Velez Content Marketing Lead Merck
11:50 PANEL: The Decline of the Traditional Salesforce: Providing Channel Marketing and Sales Force Enablement Insights for A Customer-Obsessed Culture
Panelists: Michael Williams Chief Operating Officer Intarcia Therapeutics
Phil Cramer National Sales Director Scilex Pharmaceuticals
12:30 Interactive Roundtable Discussions
Choose 2 (30 minutes each)
#1 Adobe Roundtable TBD
Adobe
#2 ZS Associates Roundtable TBD
ZS Associates
#3 Research Data and Study Findings
Jennifer Muszik Director, Commercial Excellence, Lead Roche
#4 Engaging the C-Suite
Larry Westfall, VP Value-Based Care, Pharmacist Partners, Former Director, Healthcare Quality Alliances, Johnson & Johnson Health Care Systems
#5 Health Disparities and Cultural Competency—How Can Pharma Help?
Donney John, MD, Chief Clinical Officer PharmacistPartners
1:30 Lunch
I learned a lot during my interactions with other industry experts, and have only very
positive feedback on PharmaForce.
Praveen Mathur, Associate Director of Commercial Analytics, Aegerion Pharmaceutica
Register Now: Web: www.pharmaforceus.com • Call: 1-888-482-6012 or 1-646-200-7530 • Email: [email protected]
Marketing the Science through the Art of Sales 10
CONCURRENT TRACKS – CHOOSE A OR B
TRACK A: SALES FORCE EFFECTIVENESS & TRAINING
TRACK B: MARKETING & PATIENT ENGAGEMENT
1:50 IMS Health: Topic TBD CASE STUDY: Innovations in Patient-Centric Programs
· Empower patients to take action in their own healthcare
· Drive health education initiatives to improve adherence
2:10 Applying Healthcare Economics to Physician Conversations
Patient Perspective: Bridging the Gap Between Patients, Pharma and Physicians
2:30 Aligning Strategy to Shift Sales Model to a Value-Based Model
Payer Marketing vs. Brand Marketing: Is there a Difference? · Discuss how tactics, resource allocation
and message evolution can be impacted by influencers
· Develop effective strategies for positioning and selling your product
· Review integration of various customers (internal
& external) into marketing plan process
Brian Peters Vice President, Marketing MedAc
2:50 Guide Customer Platforms Through Behavioural Data Analysis
WORKSHOP: Cutting Through the Noise with Creative Content Marketing
Ben Locwin Global Head, R&D Learning Biogen
3:10 Building Virtual Salesforce Capabilities - Trigger Communication Based on Action with HCPs
3:30 Afternoon Refreshment Break In The Social Zone
4:00 CASE STUDY: Launching a “Glocal” Campaign in International Markets · Discuss multicultural marketing from the point of view of a launch in the global market
· Develop a “glocal” launch campaign for the new dengue vaccine, so that the campaign is globally consistent but locally relevant in our key markets
Kasia Hein-Peters VP, Marketing Sanofi Pasteur
Sponsors:
Marketing the Science through the Art of Sales 11
4:20 Sorting Through Critical Activities to Build Out a Commercial Infrastructure for Small Biopharma · Build out marketing and sales structure
from a small company focus
· Identify pre-marketing actions that should be done prior to approval
· Help suppliers recognize the needs of small pharma and biotech companies
Katie MacFarlane Chief Commercial Officer Agile Therapeutics
4:40 Champagne Roundtable Discussions
Choose 2 (30 minutes each)
#1 Launching a “Glocal” Campaign
Kasia Hein-Peters VP, Marketing Sanofi Pasteur
#2 Building Out Commercial Infrastructure for Small Biopharma
Katie MacFarlane Chief Commercial Officer Agile Therapeutics
#3 Examining Payer vs. Brand Marketing
Brian Peters Vice President, Marketing MedAc
#4 Guide Customer Platforms Through Behavioural Data Analysis
#5 Building Virtual Salesforce Capabilities - Trigger Communication Based on Action with HCPs
#6 Patient Perspective: Bridging the Gap Between Patients, Pharma and Physicians
5:20 Speaker Appreciation Cocktail Reception In The Social Zone
6:20 Conclusion of Day Two
1:55-3:25 VP THINK TANK By Invitation Only, Hosted by Quintiles
Register Now: Web: www.pharmaforceus.com • Call: 1-888-482-6012 or 1-646-200-7530 • Email: [email protected]
Marketing the Science through the Art of Sales 12
8:15 Registration & Breakfast In The Social Zone
9:00 Chairperson’s Opening Address
9:10 Launching a Primary Care Drug Tom McCourt
Chief Commercial Officer and SVP, Marketing and Sales Ironwood Pharmaceuticals
10:40 Morning Refreshment & Networking Break In The Social Zone
11:10 PANEL: How Digital Disruption is Rattling the World of Healthcare
11:50 Using EHRs/EMRs To Deliver Point-Of-Care Messaging To HCPs
12:10 CASE STUDY: Building Online Platform to Engage and Empower Patients for Digital Marketing
12:30 Lunch
1:30 PANEL: Benchmarking Innovations in DTC · Utilize new technologies to change
how patients are tracking healthcare (wearables)
2:10 PANEL: Pricing and Product launch in Today’s Healthcare Environment
Lawrence Bressler Senior Director, US Marketing Lead SHIRE
2:50 Conclusion Of PharmaForce 2016
Day Three: Digital: What Do We Mean and How Can We Harness It?Wednesday, September 14, 2016
[PharmaForce does] a very nice job with an important conference. I find the
presentations, round tables, and panels very informative. The toughest part is
finding the time to fit it in – I was glad to be able to attend a good portion of it.
There were also quite a few industry partners that I am following-up with from
conversations and information presented there! Thanks for creating this forum
and for all of your hard work pulling it off.
Joe Renda, Senior Director, BioPharmaceutical Commercial Operations & Effectiveness, Novo Nordisk
Register Now: Web: www.pharmaforceus.com • Call: 1-888-482-6012 or 1-646-200-7530 • Email: [email protected]
Marketing the Science through the Art of Sales 13
Michael Kotowski, Global Account
Executive, Signals Intelligence Group
“It’s been wonderful. I love the detail, openness, and candor of
the speakers. The networking has been open and comfortable, everyone is open and engaging.
I really appreciated the varied content, especially the embrace
of adjacency and experience outside the industry.”
“PharmaForce was amazing! I
love the focus on sales AND marketing, robust roundtables and great
speakers. I made some great vendor connections with solutions very relevant
to my business challenges.”
“PharmaForce really is the premier
conference for pharma sales & marketing leadership
to debate the issues facing our industry and
brainstorm solutions.”
“PharmaForce represents my best opportunity to learn from my peers and
extend my network in a safe and enriching
environment.”
“The
best managed conference I’ve been to in a decade; it truly
engaged many senior industry
leaders!”
Ali Martin,
Associate Group Manager,
eMarketing, Genentech
Frank Dolan, Director of
Sales, Corcept Therapeutics
Robert Merold, General Manager,
Symphony Metreo Pharma
Bruce
Braughton, VP, Global Diabetes
Injectables Franchise,
AstraZeneca
Register Now: Web: www.pharmaforceus.com • Call: 1-888-482-6012 or 1-646-200-7530 • Email: [email protected]
Marketing the Science through the Art of Sales 14
Pricing & Discounts
Contact Us
Pharma, Biotech and HHC Manufacturers Solution Providers*
*To qualify for the discounted rate, you must be engaged in a digital/eCommerce role for a manufacturer or distributor. If you work for a company that provides a solution or service to the manufacturing/distribution industry, you do not qualify for this rate.
$1998 $1498
Register By April 29, 2016 and Save$500!
Full Access Pass (Sept 12-14)
Get the inside secrets of leading industry practitioners
Mix and mingle with the best and brightest in the industry
Grow your sales force team's effectiveness
Includes all meals and refreshments during conference
$2999
Two Day Conf and Opening Reception (Sept 13-14)
Get the inside secrets of leading industry practitioners
Mix and mingle with the best and brightest in the industry
Access to executives looking to buy your solutions!
Includes all meals and refreshments during conference
Register Now! Discounted Group Rates for Manufacturers and Distributors*
Groups of 2 40% off current discounted price
Groups of 3 50% off current discounted price
Groups of 4+ 60% off current discounted price
Register Now Register Now
Speaking OpportunitiesCharleen Ring Producer Phone: +1 (646)-200-7948 Fax: +1 (646) 200-7545
Marketing DepartmentChristoph Kienzle Marketing Manager Phone: +1 (646) 200.7471
Group Discounts & RegistrationsSania Khalid Head of Attendee Registrations Phone: +1 (416)-597-4779 Fax: +1 (416) 598-1452
Customer Service Phone: +1 (888) 482-6012 Fax: +1 (646) 200-7545
Sponsorship & ExhibitionVince Esposito Sponsorship Director Phone: +1.646.200.7477
Meeting PlanningMeeting Planner Celeste Dayawon Phone: +1 (646)-200-7517