SFE Europe 2010 brochure

							SFE Europe 2010
EUROPE’S MUST ATTEND PHARMA EVENT

8th ANNUAL

Researched and organised by

3 Day Conference // 27-29 April Hotel Rey Juan Carlos // Barcelona

Contents Welcome to the new digital version of the SFE Europe 2010 brochure. You can navigate between pages by clicking on the live links on this page.
Video	-	Eric	Rambeux,	VP,	Solvay Summary	&	Sponsors Welcome	note	&	Speakers Summit	at	a	glance Programme:	Keynotes Programme:	Business	Excellence Programme:	Training	&	Development Programme:	Sales	Tools Programme:	Key	Account	Management	 Chairman’s	letter Media	Partners	&	Who	should	attend Register

01	 Video

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

How can we cope with the change Pharma is facing?
Exactly the question posed to Eric Rambeaux VP Business Development – Solvay. Here’s what he had to say:

What do you think?
We’re	calling	people	to	tweet	back	at	us		 on	this	question.	This	will	form	part	of		 a	discussion	taking	place	at	the	event.	

Twitter.com/KateEversole
Eric	will	appear	as	a	keynote	on	Day	1		 of	SFE	Europe.	

Click here for more info

Group Discounts
Take	advantage	of	eyeforpharma’s	unique		 team	discounts.	Every	third	person	in	your		 group	comes	for	half	price.	 Contact	the	eyeforpharma	team	 on +44 (0) 20 7375 7575 or email register@eyeforpharma.com

01	 Video

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

SFE Europe 2010
EUROPE’S MUST ATTEND PHARMA EVENT
The new selling environment:

8th ANNUAL

500
Register before December 11th

SAVE

Researched and organised by

3 Day Conference // 27-29 April Hotel Rey Juan Carlos // Barcelona

How can change work for you?

A ‘must’ for the sales force effectiveness community
Frank Zarifian, SFE Manager, SFE 2009 attendee

Benchmark Your Strategies Against Our Expert Speakers
Jane	Griffiths 	
International	Vice	President	

Tyrone	Edwards
Senior	Vice	President

Johnson & Johnson

Merck & Co (ret)

Eric	Rambeaux
Our	keynote	 track	puts	you	 directly	in	touch	 with	plans	from	 VP	and	C-level	 executives.	 Starts	here. How	are	your	 Accounts?	 Increased	the	 understanding	 of	your	customer	 with	KAM	and	 an	‘influence	 	 network’	in	our	 KAM	track. Are	you	a	Gadget	 freak?	Maybe	 not,	but	you	will	 still	need	to	have	 a	grasp	of	the	 new	technology	 which	supports	 Now	is	a	good	 your	goals.	 time	to	look	 Come	to	our	 outside	the	box.	 Sales	Tools	 Navigate	 Our	Exhibiton	 track. organisational	 puts	you	in	 change	with	a	 touch	with	 proven	change	 plenty	of	extra	 management,	 resources	and	 CSOs	and	market	 expert	minds	 access.	Head	 available	to	 for	the	Business	 you	right	now	 Excellence	track.

Charlotte	Sibley
Senior	Vice	President

Vice	President

Solvay

Shire

Veronique	Toully
Vice	President

Gonzalo	Rodríguez
Head	of	Sales	

UCB

Novartis

Don’t	leave	it	 to	HR:	Make	 sure	the	talent	 stays	with	you.	 Achieve	the	 right	balance	 of	out-sourced	 and	in-house	 training

Plus many more		Turn	to	Page	3
Global and Speaker Dinner Sponsor Global Sponsors Gold Sponsors

Supporting Sponsors

Coffee Break Sponsor

Pen Sponsor

Insights from 15 of the top 20 pharma – with strong VP-level presence
01	 Video 02	 Summary	&	Sponsors 03	 Welcome	note	&	Speakers 04	 Summit	at	a	glance 05	 Programme:	Keynotes 10	 Chairman’s	letter 06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

Adapt to a customer-centric strategy
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin
After 6 months of research with senior-level executives into the current state of the industry – the word ringing in our ears is ‘change.’ Due to buyer sophistication, and a maturing market, the sales force is faced with a host of new challenges. Now is the time to evolve in line with these changes. With this in mind we have put together our 8th meeting to regroup, discuss, and succeed in this challenging market. This year we have pulled together a particularly strong group of Keynote speakers to offer strategic insights into the pharma landscape and a useful presentation on how to cope with mergers and acquisitions. The specialist tracks over days 2 & 3 will give you focused learnings to put into practice as soon as you get back to the office. This is your invitation to join the leading minds in sales on April 27-29 in Barcelona. A meeting which will draw key decision makers from pharma to discuss the new problems we face. Last year’s event was an undisputed success, which is testament to an industry ready to change for the better. With a growing community of attendees (73% returning from the previous year) we hosted 600 delegates over the 3 days, making it the biggest SFE event to date.
Best regards,

World Class Speakers confirmed:
Jane Griffiths
IVP, Janssen Cilag

Armin Pearn Rosa Urtubi

Tyrone Edwards

Business Innovation Director, Pfizer Regional Business Director, Merck & Co

Conny Marquardt

International Marketing Manager, Novo Nordisk

Adjunct Professor, Business Administration, Cheyney University Of Pennsylvania, Senior Vice President, Merck (ret.)

Dr. Wolfgang Walter Paul Gardiner

Senior Director Sales Force, Nycomed Associate Partner, Executive Insight

Charlotte Sibley
SVP, Shire VP, UCB

Carlos Martínez Tony Potter

Director Sales Excellence, Johnson & Johnson Head of Sales, Solvay

Veronique Toully Leandro Herrero Eric Rambeaux Adrian Giles

Simon Gineste

Jean Paul Lemmens Kevin Crowe Nick Pope

Field Force Effectiveness & CRM Head, Novartis Farmaceutica S.A.

CEO, The Chalfont Project VP Strategy, Solvay Programme Manager for South Worcestershire Commissioning Consortium. NHS

Director Sales Development, Johnson & Johnson Head of Sales Effectiveness, Merck Serono Global Director of Learning and Sales Force Training, Bausch & Lomb

Bart Vannieuwenhuyse
Exec Director of CRM, Janssen Cilag

Christian De Schrijver

Director Business Alignment, CRM CoE WW Commercial Pharmaceuticals IT, Janssen Cilag

Adam Knights

Rajesh Gupta

Former Director of Sales Force Effectiveness, Takeda now Managing Director, 15 15 Healthcare Ltd

Marina Baranoff

Former Global VP Merck now C.E.O. NewLab Life Sciences Inc.

Head of Training Department Novartis Pharma LLC

Nazim Parvez

Training Advisor, sanofi-aventis

Francesco Frattini Claire Poole
(right)

Gonzalo Rodriguez Andreas Tsukada

Carmen Lavid

Kate Eversole
(left)

VP	Europe,	eyeforpharma	

VP,	eyeforpharma

Business Development Director, Roche

Head of Sales, Novartis Associate Director Commercial Effectiveness and Training, UCB

Communications Director, Merck Sharp Dohme

Christoph Schmidt

PS. Register early – you will SAVE €300 before Feb 26th
01	 Video 02	 Summary	&	Sponsors 03	 Welcome	note	&	Speakers

PhD, Global Head of Commercial Excellence, Actelion Pharmaceuticals Ltd

More to follow...

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

Summit at a glance
Morning

The event agenda is designed to be as flexible as possible – You will be able to move freely from track to track in order to catch the most relevant presentations to you

Afternoon
Practical Workshops
Run by the leading minds in pharma

Evening
Networking Party and VIP dinner
(by invitation only)

Day One

Keynotes
// Transform your business culture from being product focused to customer-facing // Assess your company’s reputation and image through the eyes of your customers, payers and patients // Does the new commercial sales model mean greater innovation?

Day Two

Business Excellence
// Making partnerships work in this new era of healthcare

Practical Workshops
To secure your space and check out the latest updates go to www.eyeforpharma.com/sales

Networking Party and delegate dinner
(by invitation only)

Training and Development
// Explore how trends in business trans-formation are effecting the role of a trainer

Sales Tools
// Use CRM to improve customer interactions and create brand advocates

KAM
// Define KAM and understand what it can do for your business

eyeforpharma events never fail to deliver.
Ian Talmage, Senior Vice President, Bayer Healthcare

Day Three

Business Excellence
// Understand the role and challenges for today’s Sales Rep

Training and Development
// Outsourcing vs. in house training – how do you get the right balance?

Sales Tools
// Leverage digital sales aids to improve your sales materials and maximise results

KAM
// How do you incentivise KAM programs?

01	 Video

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

DAY 1 // 27th APRIL

Keynote Day
KEYNOTE SPEAKER KEYNOTE SPEAKER KEYNOTE SPEAKER

Jane Griffiths		 IVP,	Janssen Cilag
9.30 AM

Charlotte Sibley Senior	Vice	President,	Shire
10.15 AM

Tyrone Edwards
Adjunct	Professor,	Business	Administration,	Cheyney	 University	Of	Pennsylvania,	Senior	Vice	President,	Merck (ret.)

N 	 ew	customers,	new	influencers	and		 new	regulations:	How	do	you	change		 your	activities	to	engage	customers?

Building	a	World-Class		 Global	Analytics	Group
U 	 nderstand	how	to	avoid	common	mistakes		 in	‘globalisation’	and	communicate	best	practices		 to	overcome	hurdles	and	obstacles	in	various		 cultural	settings I 	 n	challenging	times,	learn	how	to	unite	people		 across	countries	to	achieve	shared	goals T 	 urning	data	jockeys	into	sought-after	business	 partners:	How	to	communicate	complex		 analytical	results	effectively
KEYNOTE SPEAKER

11.45 AM

S 	 ales	Productivity	in	Today’s		 Pharmaceutical	Market
R 	 edesign	the	optimal	sales	process		 for	increased	capacity	 E 	 nsure	that	front-line	sales	staff	is	truly	engaging		 the	customer	during	sales	interactions	 S 	 ustain	a	coaching	culture	that	empowers		 managers	to	drive	sales	force	productivity

	

‣	 ‣	 ‣	

	

H 	 ear	how	to	transform	your	business	culture	from	 being	product	focused	to	customer-facing	to	deliver		 not	just	products	but	added	value	services	to	new		 and	existing	stakeholders	and	customers	 U 	 nderstand	how	to	assess	your	company’s	reputation	 and	image	through	the	eyes	of	your	customers,		 payers	and	patients	 D 	 oes	the	new	commercial	model	mean	greater	 innovation	in	pharma	marketing	and	sales?	
KEYNOTE SPEAKER

‣	 ‣	 ‣	

	 	 	

‣	 ‣	 ‣	

	 	

	

	

KEYNOTE SPEAKER

Leandro Herrero CEO,	The Chalfont Project
12.30 PM

Veronique Toully Vice	President,	UCB
2.15 PM

Eric Rambeaux Vice	President	Strategy,	Solvay
3.00 PM

‘Viral	Change™	Inside’	as	overriding		 core	competence:	Why	speed	of	business	 transformation	in	the	era	of	permanent	 instability	is	not	negotiable
C 	 an	pharma	afford	evolutionary	transformation?		 Being	a	Pharma	me-too	company	has	nothing		 to	do	with	the	portfolio. F 	 our	urgent	business	transformations:	customer	 competence,	agility,	reputation	and	‘us-as-a-brand’ U 	 nmemorable	customer	relationships	and	memorable	 brands:	when	pharma	succeeds	despite	itself.

H 	 ow	to	position	the	3Ps	–		 Patients,	Payers	and	Providers

Pharma	strategic	challenges:		 now,	I	know...

	 	 	 	

	

‣	 ‣	 ‣	

‣	 ‣	 ‣	 ‣	

P 	 roviders	–	at	the	front	end	of	the	company	strategy H 	 ear	how	to	Involve	Payers	early	in	the	Development	 making	process S 	 ocial	media	programmes	bring	Patients		 at	the	heart	of	UCB G 	 ain	a	deeper	understanding	of	Patient-Provider	 dialogue	using	ethnographic	research

	 	 	

‣	 ‣	 ‣	

R 	 eview	the	strategic	challenges	that	the		 pharma	industry	is	confronted	with L 	 ook	at	some	solutions	that	are	today	considered		 to	cope	with	them D 	 iscuss	the	solutions	and	try	to	look		 at	them	differently

	 	

01	 Video

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

DAY 2&3 // 28&29 APRIL

Track 1 Business Excellence
	 	 leeping	With	the	Enemy?	Why	holistic		 S approaches	beat	product	placement	every	time	
‣	 ‣	 ‣	
C 	 ase	study	examples	of	how	to	work	with	the	NHS		 to	improve	patient	outcomes	 T 	 he	Honest	Broker	approach	to	industry	and	NHS	working	 H 	 ow	multi	agency,	holistic	approaches	to	health		 care	challenges	make	positive	changes	for	patients	

Bees2B:	Learn	from	one	of	nature’s		 most	successful	business	models	how		 to	become	a	first	class	service	provider
‣	 	Find	out	the	4	things	every	service	business	must	get	right ‣	 ‣	 ‣	
S 	 ee	how	honey	bees	and	human	service	companies		 embrace	innovation	for	value	creation U 	 nderstand	why	employees	should	come	first		 and	customers	second L 	 earn	from	honey	bees	to	leverage	the	power		 of	bottom-up	decision	making

Which	commercial	model	will	give		 you	the	competitive	advantage?
‣	 ‣	 ‣	
D 	 efining	the	key	elements	to	the	model.	Which	hard		 and	soft	metrics	can	you	measure? H 	 ow	to	create	an	integrated	system	which	is	able		 to	blend	marketing,	sales	and	R&D	seamlessly	 W 	 hat	can	you	take	from	secondary	care	and		 implement	today.	

	 	

Adrian Giles		Programme	Manager	for	South	 Worcestershire	Commissioning	Consortium.	NHS Adam Knights		Former	Director	of	Sales	Force	 Effectiveness,	Takeda	now	Managing	Director,		 15 15 Healthcare Ltd

	

Rosa Urtubi		Regional	Business	Director,	Merck & Co

	

Armin Pearn		Business	Innovation	Director,	Pfizer

‣	 ‣	 ‣	 ‣	

Outsourcing	as	strategic	alternative	 to	our	own	head	count
T 	 he	Roche	experience	of	outsourcing	sales	teams		 for	the	long-term T 	 he	impact	on	our	sales	results	and	management		 time,	the	lessons	we	have	learned	and	expertise	gained H 	 ow	a	different	type	of	control	can	drive	quality	and	results	 improvement	 C 	 reate	value	for	stakeholders	–	the	feedback	from	prescribers

Leverage	patient	referral	insights		 to	increase	sales	whilst	improving	 health	outcomes
‣	 ‣	 ‣	 ‣	
H 	 ear	how	Actelion	is	accelerating	the	diagnosis		 of	patients,	their	referral	to	key	treatment	centres L 	 earn	how	high	precision	targeting	forms	the	basis		 for	designing	the	networks	to	optimise	awareness	 creation	and	referrals U 	 nderstand	how	customer	network	insights	drive		 the	development	of	innovative	new	services S 	 ee	how	this	networked	approach	to	market	impacts		 the	day-to-day	lives	of	the	sales	force Associate	Partner,		 Executive Insight – Strategy Consultants

	 	 ow	to	lead	fundamental	Field	 H Force	Effectiveness	change	in	your	 organisation:	An	integrated	approach
‣	 ‣	 ‣	
	 F 	 ind	out	how	important	it	is	to	have	a	change	integration	 process	in	your	sales	force	effectiveness	efforts R 	 eview	a	change	management	approach	that	can	 be	used	to	lead,	manage	and	navigate	through	 organisational	changes A 	 ssess	sales	force	performance	and	create	an	evolving	 learning	culture

	

Francesco Frattini		Business	Development	Director,	Roche

Carlos Martínez		Director	Sales	Excellence,		 Johnson & Johnson

‣	 ‣	 ‣	

Striving	for	Business	Excellence	–	How	 working	with	a	CSO	can	make	a	difference	
R 	 isk	Mitigation	and	the	concept	of	Differential	Resourcing	 H 	 ow	to	maximise	the	impact	of	working	with	CSOs? C 	 SO	-	A	tactical	or	a	strategic	choice?

What	are	the	right	KPIs	for	the	future?
‣	 ‣	
	 L 	 earn	about	innovations	in	geographic	customisation		 and	tailoring	–	how	to	track,	and	diagnose	trends	to	 enhance	market	response	to	your	promotions	 E 	 veryone	is	talking	about	Sales	Force	Automation	but	 how	do	we	measure	the	direction,	quality	and	quantity?	

	 	 aul Gardiner P

	

Christoph Schmidt		PhD,	Global	Head	of	Commercial	 Excellence,	Actelion Pharmaceuticals Ltd

Tony Potter		Head	of	Sales,	Solvay

01	 Video

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

DAY 2&3 // 28&29 APRIL

Track 2 Training and Development
	 	 evelop	high	performing	sales		 D and	marketing	teams	in	this		 changing	market
‣	 	Are	you	running	a	tight	program	of	training	events	with	
appropriate	follow-up	and	constant	interaction?

Deals with the most critical business challenges – it fuels future orientations.
Paul Kusters, Director SFE & Training, UCB

‣	 	Understand	how	to	implement	a	coaching	culture	

to	enhance	your	people’s	negotiation	skills,	selling	 technique	and	product	knowledge	and	how	to	perpetuate	 this	with	continual	reinforcement from	training	is	more	critical	now	than	ever	before

‣	 	Understand	why	evaluating	the	return	on	investment		

	 	 he	growing	importance	of	First	Line	 T Managers:	How	to	get	it	right
‣	 	Examine	effective	techniques	that	will	continue		
training	in	to	management	to	improve	your	sales		 force	from	the	top	down	 rep	to	find	out	key	requirements	for	the	FLM	

	 Kevin Crowe		Head	of	Sales	Effectiveness,		 	
Merck Serono

‣	 	Understand	the	new	profile	of	the	effective	sales		 ‣	 	Understand	how	to	create	“autonomy”	at	FLM	level	and	
question	if	increased	accountability	increases	efficiency

	 	 he	trainer	is	dead.		 T Long	live	the	change	specialist.
‣	 	Explore	how	trends	in	business	transformation		
are	effecting	the	role	of	a	trainer

	 Gonzalo Rodriguez		Head	of	Sales,	Novartis 	 	 	 ow	Incentives	Schemes	will	deliver	 H faster	and	more	effective	results	
‣	 	Proven	techniques	for	selecting	the	most	effective	
incentives	to	encourage	growth	of	the	company		 not	just	the	individual	brand	of	a	drug	 compensation	system	that	includes	long	term		 objectives	for	your	company incentivise	call	quality	and	strength	of	relationships

‣	 	Discover	why	training	interventions	without	any	
organisational	alignment	are	likely	to	fail

	 	 an	coaching	create	behaviour	change? C
‣	 	Evaluate	reps	competencies	and	skills	–	and		
for	your	training	programs discover	what	you	need	to	do	to	improve	them?

‣	 	Understand	how	the	training	department	can		
become	central	to	the	role	of	change	agent

‣	 	Learn	a	simple	change	management	checklist		
to	support	training	interventions

‣	 	See	how	coaching	can	ensure	“learning	transfer”		 ‣	 	Analyse	coaching	tools	to	provide	behavioural	guidance		
to	the	sales	rep.	How	do	they	aid	your	measurement?

	 Nick Pope		Global	Director	of	Learning	and	Sales		 	
Force	Training,	Bausch & Lomb

‣	 	Find	out	how	to	build	an	appropriate	incentive	 ‣	 	What	are	the	right	incentivise	KAM?	Can	you		

	 Andreas Tsukada		Associate	Director	Commercial	 	
Effectiveness	and	Training,	UCB

Follow me on Twitter:

	 Marina Baranoff		Head	of	Training	Department,		 	
Novartis Pharma LLC

Twitter.com/KateEversole
01	 Video 02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

DAY 2&3 // 28&29 APRIL

Track 3 Tools and Technology
PA N E L S E SS I O N

	 	 n	the	hunt	for	customer	centricity O
‣	 	From	product	to	customer	centric:	Marketing	and		
Sales	strategies	to	address	customer	needs		 in	a	changing	market	environment

	 	 ove	to	a	real	CRM	culture		 M to	achieve	differentiation
‣	 	Move	to	a	customer	approach	based	on	real	customers	
needs	and	not	what	we	think	their	needs	are players	approach

Still the best event in SFE.
Fonny Schenk, MD, Across Health

‣	 	Create	the	right	multi-channel	marketing	mix	to		

‣	 	Develop	a	support	tool	for	a	multi	commercial		 ‣	 	First	moves	to	a	multi-channel	CRM	to	provide	
practitioners	flexibility	of	commercial	interactions		 while	maximising	efficiency

foster	performance	in	different	customer	segments

‣	 	Learn	how	multi-channel	activities	could	be	synchronised	
throughout	your	sales	and	marketing	teams	to	improve	 implementation

Excellent platform for debating the issues & opportunities.
Account Management Lead, AstraZeneca

	 Dr. Wolfgang Walter		Senior	Director	Sales	Force,	 	
Nycomed

	 Conny Marquardt		International	Marketing	Manager,		 	
Novo Nordisk Nycomed

	 Dr. Wolfgang Walter		Senior	Director	Sales	Force,	 	 	 	 se	CRM	to	improve	customer	 U interactions	and	create	brand	advocates	 	 –	a	Novartis	case	study
‣	 	Share	results	of	Micromarketing	process	after		
two	years	of	implementation	

	 	 ow	does	eMarketing	fit	in	to	the	sales	 H mix?	Has	e-selling	become	a	reality?
‣	 	Hear	how	to	get	buy	in	from	above	to	produce		 your	e-selling	programmes ‣	 	Learn	how	to	incorporate	emarketing	in	to	your	sales	
strategy	to	get	the	most	out	of	this	essential	channel this	new	selling	strategy?

Very informative and well-organized.
Alexey Cherchago, Global SFE Manager, Grunenthal

‣	 	How	do	you	structure	the	change	to	move	towards		

‣	 	Discuss	key	learnings	of	implementation	 ‣	 	Hear	new	ideas	for	further	regionalisation		
and	personalisation	of	services

	 Senior level pharma speaker TBC 	

	 	 ake	advantage	of	Data,	Segmentation	 T and	Targeting	and	understand	why		 it	is	crucial	in	the	current	climate		 of	a	decreasing	sales	force	and	 changing	regulation	
‣	 	How	can	behavioral	segmentation	help	in	measuring		
the	effectiveness	and	efficiency	of	the	sales	force based	around	customer	attributes?

	 Simon Gineste		Field	Force	Effectiveness		 	
&	CRM	Head,	Novartis Farmaceutica S.A.

‣	 	How	do	you	produce	behavioural	segmentation		 ‣	 	Move	to	a	customer	approach	based	on	real	customers	
needs	and	not	what	we	think	their	needs	are

Follow me on Twitter:

‣	 	How	can	behaviour	segmentation	be	used	in	the	field?

Twitter.com/KateEversole
01	 Video 02	 Summary	&	Sponsors 03	 Welcome	note	&	Speakers 04	 Summit	at	a	glance

	 Jean Paul Lemmens		Director	Sales	Development,	 	
Johnson & Johnson

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

DAY 2&3 // 28&29 APRIL

Track 4 Key Account Management / Specialist Care Selling
	 	 efine	KAM	and	understand		 D what	it	can	do	for	your	business
‣	
U 	 nderstand	KAM	methodology	and	identify	how		 different	models	can	work	for	different	businesses

	 	 inding	the	right	model	to	successfully	 F train	your	Key	Account	Managers
‣	
F 	 ind	out	how	to	identify	the	skills	and	competencies		 you	need	for	your	KAM	strategy

	 	 earn	how	to	articulate	your	corporate	 L value	proposition	to	a	wider	audience	 than	ever	before
‣	 ‣	 ‣	
A 	 nalyse	your	propositions	benefits:	gain	and	loss U 	 nderstand	how	to	prioritise	the	benefits	based		 on	your	audience’s	interest G 	 ather	evidence	showing	that	the	high	priority		 benefits	are	real	and	decide	what	makes	your		 value	proposition	unique

‣	 	Hear	examples	of	successful	KAM	models	in	other	 industry’s	and	how	they	can	be	applied	to	pharma ‣	
D 	 iscover	how	to	assess	what	kind	of	KAM	model		 you	need,	including	approaches	and	methodology		 and	what	kind	of	results	you	can	expect

‣	 	Develop	the	right	assessment	criteria	and	plan	to	 find	people	who	have	business	acumen,	will	take	 responsibility	for	the	account	and	are	orientated		 around	the	customer ‣	
C 	 an	you	up-skill	reps?	Or	do	you	need	a	new	type		 of	rep	completely?

	 	 art Vannieuwenhuyse		Exec	Dir	of	CRM,		 B
Janssen Cilag

	 	 hristian De Schrijver		Director	Business	Alignment,	 C
CRM	CoE	WW	Commercial	Pharmaceuticals	IT,		 Janssen Cilag

	 	 azim Parvez		Training	Advisor,	sanofi-aventis N 	 	 elling	to	changing	stakeholders	–	 S nurses,	pharmacists,	payers,		 patients,	KOLs
‣	 ‣	 ‣	
W 	 ho	are	the	new	stakeholders? U 	 nderstand	how	industry	approaches	have	changed		 and	why U 	 nderstand	if	the	“Think	global-act	local”	tactic	is	still	 viable?		Can	the	sales	force	rise	to	the	challenge? now	CEO	NewLab Life Sciences Inc.

	 	 armen Lavid		Communications	Director,		 C
Merck Sharp Dohme

	 	 nfluence	Networks:	Understand		 I what	your	customer	wants
‣	 ‣	 ‣	
I 	 dentify	who	your	customers	are	and	what	their	 influences	are	–	find	out	how	to	create	a	network		 of	influences	for	your	customers H 	 ow	can	you	identify	your	key	accounts?	Learn		 how	to	target	your	approach	accordingly	 D 	 iscuss	how	to	control	and	manage	the	influence		 of	hospitals	in	a	community.	What	does	the	trend		 towards	hospital	consolidation	mean	for	your	company? Administration,	Cheyney	University	Of	Pennsylvania,	 Senior	Vice	President,	Merck (ret.) now	CEO	NewLab Life Sciences Inc.

	 	 mprove	Market	Access	with	better	 I strategies	around	pricing,	health	 economics	and	outcomes
‣	 ‣	 ‣	
E 	 nsure	your	stakeholders	understand	the	clinical		 and	economic	value	of	your	brand	by	producing		 clinical	studies	earlier	than	ever	before L 	 earn	how	to	produce	a	cost-benefit	method	to	your	 pricing	strategy	and	understand	why	this	is	essential		 with	today’s	regulators O 	 ffer	reimbursement	solutions	with	correct	pricing,		 cost	containment	and	well-thought	arguments	–		 and	help	your	customers	get	internal	buy-in

	 	 ajesh Gupta		Former	Global	VP	Merck,		 R

	 	 yrone Edwards		Adjunct	Professor,	Business	 T 	 	 ajesh Gupta		Former	Global	VP	Merck,	 R

Deals with the most critical business challenges – it fuels future orientations.
Paul Kusters, Director SFE & Training, UCB

	 	 eading Pharma speaker TBC L

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06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

01	 Video

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

A note from our Chairman:
Dear Colleague
I’m Mike Song and I’m one of the chairmen for SFE Europe. Let me say just a few words to you about why I am involved. The subject of sales force effectiveness is more topical than ever and I trust that, in these times of particular difficulty where our budgets are constantly strained, this great line up of experts will deliver many insightful and profitable ideas to you. I invite you to come and listen to literally hundreds of years of sales experience over 3 days, and to meet people like you – those on the cutting-edge of the industry. As a matter of course, eyeforpharma has ensured the right mix of interactivity, roundtables, workshops and networking to enhance your learning and development experience. I look forward to this unrivalled learning experience where I am sure I will be challenged by new thinkers and inspired by those with an impressive track record! Best, Mike
Author of ‘The Hamster Revolution’ – Bestseller CEO Cohesive Knowledge Solutions

Follow me on Twitter:

Twitter.com/KateEversole

The only meeting you need
1 / The Speakers
VP driven insights in addition to a host of expert speakers. You will profit from their vision and take away powerful new strategies and solutions to give fresh impetus to the way you tackle the challenges you face.

Here’s what some of your peers have said about the event:
Everybody should attend this conference
Ioana Grasu, National Sales Manager, Bayer Schering Pharma

2 / The Networking
During the 20+ hours of dedicated networking, you’ll rub shoulders with the sharpest minds in sales & marketing; beware sparks will fly! No other event can provide you with 3 days of business focused networking with some of the most influential people in your field

I feel more ready for tomorrow
Kostas Hamhougias, Regional Sales Manager, Mylan

Good information, good opportunity to network and confirm our current direction
Neil Hardy, SFE Project Manager, Boehringer Ingelheim

3 / The Topics
We have thoroughly researched this area in a bid to uncover the hottest topics specific to people in your position. Senior sales executives from all top 20 pharma including AstraZeneca, Pfizer, and Proctor & Gamble were consulted to ensure you hear the topics that are the most important to you. If you have any additional suggestions for the agenda we can hold a roundtable on the subject. Email cpoole@eyeforpharma.com for more info.

4 / The Case Studies
Learn through a proven formulary of sales and marketing examples, with take away best practice techniques. No other event can deliver such knowledgeable insights and answers to key challenges you face.

Staying in Barcelona?
You’re welcome to take advantage of the special rates we have negotiated with Hotel Rey Juan Carlos for the full length of your extended stay. Email us on info@eyforpharma.com for more info on this.

5 / The Size
With over 700 delegates this is the largest Pharmaceutical Sales Conference in the world. Everyone from your colleagues, competitors and clients will be there – this makes SFE Europe a hub of information you simply can’t get anywhere else.

01	 Video

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

Follow me on Twitter:

Twitter.com/KateEversole

Business Opportunities For Solution Providers
> We are dedicated to providing a forum where our attendees can learn about the most advanced and tailored solutions available on the market. > There are a limited number of spaces available for companies with an innovative solution in the areas of Key Account Management, Training & Development, CRM, and Business Excellence. > This event will help build new prospects and strengthen current business relationships. > If you want to meet with senior decision makers from pharmaceutical and biotech companies in Europe, you can do one of the following:

Get your question answered at an Interactive Workshop
We	have	created	a	personal	atmosphere	for	you	to	discuss	your		 latest	challenges	and	hear	case	studies	that	you	can	take	home		 and	apply	to	your	current	sales	strategies:

Register for a solution provider pass Contact Nina on +44 (0) 20 7375 7521

Choose from:
2009: A Sales Force Odyssey? Analyse the impact of the changing commercial model as seen by your customers, and find out:
// Which Pharma companies lead the annual ‘customer retention league’ // Where is the new commercial model having the most effect // How your customers really want to be sold to // Where the sales force channel fits in terms of value versus other communication channels

The best opportunity to spend time with existing suppliers and look for new ones
Mark Woodcock, SFE Manager, Bayer

20+ Hours of Networking
Meeting key figures from within the industry in person can be an invaluable experience. Over half of our 2009 delegates stated their main reason for attending was ‘to network’. This agenda is designed to maximise networking time, with the highlight including a networking party on the close of Day One – April 27th. Over 20 hours of applied discussion time will take place over the 3 days. You’ll also have the chance to arrange meetings with other attendees before the event.

Catch ‘every’ presentation...
It can be difficult to catch every presentation. We will video every presentation so you don’t have to miss a thing. Simply purchase a Platinum or Gold Pass when you register. You’ll be given access to the online video within 10 days of the event. Register now.

Mark Sales Head of Global Stakeholder Management, KantarHealth

There will be a total of 12 Workshops this year, with content being finely tuned.
The	details	will	be	made	available	at	www.eyeforpharma.com/sales

01	 Video

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >

SFE Europe 2010
EUROPE’S MUST ATTEND PHARMA EVENT

8th ANNUAL

500
Register before December 11th

SAVE

Researched and organised by

3 Day Conference // 27-29 April Hotel Rey Juan Carlos // Barcelona

Meet 600 thought leaders:
Breakdown of last year’s attendees
SFE Managers / Sales Managers Marketing Managers Product & Brand Managers Heads of Sales / Sales Directors / Customer Directors, Training Directors IT Directors, CRM Managers, eBusiness Directors / Business Intelligence CEOs, Managing Directors & General Managers Commercial & Marketing Directors

Not just for SFE directors... it’s relevant for managers and directors from:
Marketing IT Training & Development Market Access Market Research CRM Hospital Team Business Unit KAM Commercial Excellence HR Director Country Managers

5 EASY WAYS TO REGISTER
+44 (0) 20 7375 7575 +44 (0) 20 7375 7576 register@eyeforpharma.com 7-9 Fashion Street, London, E1 6PX ONLINE www.eyeforpharma.com /sales CALL FAX EMAIL MAIL

Very valuable – presentations showed what I will be doing in 5 years
Nick Pope, Global Director of Learning and Sales Force Training, Bausch & Lomb
Official Media Partner Media Partners

PM

THE FULL SPECTRUM OF PRODUCT MANAGEMENT

36O

Highlights for 2010:
01	 Video

650 Senior Executives 50 Thought Leading Speakers

20 Hours Networking Exclusive KAM webinar

02	 Summary	&	Sponsors

03	 Welcome	note	&	Speakers

04	 Summit	at	a	glance

05	 Programme:	Keynotes 10	 Chairman’s	letter

06	 Programme:	Business	Excellence 11	 Media	Partners	&	Who	should	attend

07	 Programme:	Training	&	Development 08	 Programme:	Sales	Tools

09	 Programme:	Key	Account	Management	

Register Now >