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3rd Annual Pharma Commercial and
SFE Summit
Berlin | 24th – 26th September 2013
Who will I meet there?
Members of Board, Vice President, Directors, Head
and Senior Managers involved in:
Discover how to optimize your sales force effectiveness through
a customer-centric approach while remaining compliant! Join
Pharma Commercial and SFE Summit to learn how to achieve best
sales results.
Sales, Sales Force Effectiveness | Marketing | Key Account Management | Product/Brand/Portfolio Management | Training and
HR and Learning | Commercial Effectiveness | Business Intelligence / Marketing and Business Support | e-marketers/ IT / CRM |
General Managers/ Business Unit Directors
Speakers
Ferdinand Belga
Business Unit Director
Women’s and Men’s Health
Abbott
Mine Şenyuva
Head of Sales & Marketing
Effectiveness
Amgen
Morten Hjelmsoe
CEO
AGNITIO
Mark Drabble
Associate Brand Director
Anti-infectives
Astellas
Florent Edouard
Global CRM Director
AstraZeneca
Gwenael Meneux
Director Customer Excellence
AstraZeneca
Gijs Hubben
CEO
BaseCase Software
Adam Wood
Global Brand Team - Xarelto,
Regional Interface Training &
Sales Excellence
Bayer
Helen Sandilands
Head of Country Commercial
Effectiveness and Training
Baxter
Yves Lavail
Executive Director Europe
Commercialization Excellence
Bristol-Myers Squibb
Matteo Rumi
Head of Business Knowledge
and Business Technology
Chiesi Farmaceutici
Allan Mackintosh
PMAP Snr. Performance
Manager
Grunenthal
Dragan Majetic
Vice President, Therapeutic
Area Neurology
Merz Pharmaceuticals
Marianthi Psaha
Head of Business Franchises
Ophthalmology & Critical
Care
Novartis
Haluk Karabatak
Director, Caucasus and
Central Asia (CauCAR)
Region
Pfizer
Lars Moller
BU Director , Oncology
Business Unit
Pfizer
Agata Trojanowska
Head of Sales and Marketing
Effectiveness
Polpharma
Mohamed Amer
Business Support Director
SANOFI AVENTIS
PIETERJAN BOUTEN
CEO
Showpad
Attila Molnár
Marketing Excellence Director
Teva Pharma
Manuela Schneider - Höfferer
Vice President,
Global Program Head
Vifor Pharma Ltd.
Tom Roth
Chief Operating Officer
Wilson Learning
Gold sponsors
Silver sponsor
Bronze sponsors

Day 1
24 th September 2013
3rd Annual Pharma Commercial
and SFE Summit
Berlin, 24th – 26th September 2013
“We were born to succeed, not to fail.” (Henry David Thoreau)
08.20 Registration and Morning Coffee
Be part of our successful Summits on the topic 3rd Annual Pharma
Commercial and Sales Force Effectiveness and exchange your
experience with the top experts from the pharma and biotech
industry.
Discussed topics include:
• How tablets are transforming Sales Effectiveness
• Closed Loop Marketing
• How to integrate Market Access to the commercial activities? How to
cooperate?
• Multichannel and digital initiative
• How to Use CRM Software for SFE?
• Efforts towards better customer engagement and better value for the
patients care.
• Are physicians ready and willing to enter the world of online media?
• What should be the direct KPIs to measure the real SFE?
• What successful selling looks like in today’s environment
• The need to change the commercial model
• What skills, processes and behaviors are important to execute the
sale?
• How should you measure performance?
• KAM’s commercial effectiveness
• What good KAM looks like in Pharma and the ways in which it should
be measured
• A pragmatic approach to social media in pharma
• Do you block admission to social media sites such as Facebook and
Twitter, or do you reassure your staff to leverage these tools for your
business success?
• Customer segmentation enables design of more impactful roles and
can decrease cost of sales
• The customer experience for pharma and how to optimize your
customer facing strategy
• Which model is best for your organization- the traditional
representative model, the account executive model or the hybrid
model?
• Determining the best sales-force size
• Executing sales force optimization and growth
• Move to emerging markets — a major growth driver for the pharma
industry
• Undertaking the Emerging Market Challenges
You are the right person to investigate and integrate all the innovative
emerging sales solutions into your professional team!
Don’t miss out on the additional learning opportunities! Take part
in our workshop where you will discover the true meaning of sales
force and commercial effectiveness, how to develop and manage a
customer-centric organization and how to harness the power of social
media to communicate with your customers.
If you have any questions about the conference agenda or would like
to speak yourself, feel free to contact me directly on +421 252 444 224
or email
lucia.bardi@allanlloyds.com / sam.khalaf@allanlloyds.com
I look forward to seeing you in Berlin in September 2013.
09.00 Opening Remarks from the Chairman
09:15 Change Management: Isn’t it a little overrated?
• What drives and can potentially derail change?
• What should you consider when driving a change?
• A change management example from SFE implementation
Lars Moller
BU Director - Oncology Business Unit
Pfizer
10.00 a global perspective on Market aCCESS - HURDLESS
& OPPORTUNITIES
• Market access - key element in the strategic planning
• Growing gap between health care costs and value of new
interventions
• Overcome 4th hurdle and achieve innovation justified
price
Manuela Schneider- Höfferer
Vice President, Global Program Head
Vifor Pharma Ltd.
10.45 communicating value to payers and healthcare
providers
• How to present clinical data AND economic data: visual
and interactive value stories are key to stay in the comfort
zone of both KAMs and customers
• Can CLM be applied to market access and key account
management? What are the differences compared with
traditional prescriber engagement? What are actionable
KPIs?
• Centrally manage your mobile app development in-house:
stop re-inventing the wheel in every country and avoid
slow and costly outsourcing
Gijs Hubben
CEO
BaseCase Software
11:30 Networking Coffee Break
12:00 What skills, processes and behaviours are
important to execute the sale?
• What are they... (are they different now?)
• How do we get them and maintain them?
• What will we do tomorrow?
Adam Wood
Global Brand Team - Xarelto, Regional Interface Training & Sales
Excellence
Bayer
12:45 SPECIAL FEATURE:
Workshop led by Wilson Learning
•
•
•
The need to change the commercial model
What skills, processes and behaviors are important to
execute the sale?
How should you measure performance?
13:45 Lunch
15:30 Berlin City Bus Tour (complimentary)
Why Berlin?
The newly resplendent city of Berlin is the focal point of a reunited
Germany, and the beating heart of its creative and political scenes.
You can explore some of the richest museums in the world, listen to
the finest classical music or the latest techno trance, follow the course
of the old wall, take a boat along the river Spree past some of Europe’s
sleekest modern architecture, pick up the latest fashions for a snip,
pause for the creamiest Kaffee und Kuchen before dining on
top-notch French, Italian or Jewish cuisine.
BOOKING LINE: Tel.: +421 252 444 221 / Fax: +421 252 444 220

Day 2
25 th September 2013
3rd Annual Pharma Commercial
and SFE Summit
Berlin, 24th – 26th September 2013
08.20 Registration and Morning Coffee
09.00 Opening Remarks from the Chairman
09:15 Create customer value in a multi touch-points world
Gwenael Meneux,Director Customer Excellence, AstraZeneca
Helen Sandilands, Head of Country Commercial Effectiveness
and Training, Baxter
Mohamed Amer, Business Support Director, SANOFI AVENTIS
Yves Lavail, Executive Director Europe Commercialization Excellence
Bristol-Myers Squibb
•
•
•
Multi-channel management: strategy & tactics
Value for customer, value for company: looking for the fair deal
What success should look like?
15:00 innovative regional account management support
model
Gwenael Meneux
Director Customer Excellence
AstraZeneca
•
•
How can we overcome barriers in the hospital setting?
How can we accelerate key account penetration in a competitive
marketplace?
10:00 Case study: Closed Loop Marketing and pharma
•
•
•
Is CLM the right approach in Pharma
CLM benefits and drawbacks
How to successfully Implemet CLM
Mohamed Amer
Business Unit Director
SANOFI AVENTIS
10:45 case study by wilson learning:
Tom Roth
Chief Operating Officer
Wilson Learning
Dragan Majetic
Vice President, Therapeutic Area Neurology
Merz Pharmaceuticals
15:45 Unlock the Hidden Potential of your Sales Team
How content, mobile technology and CRM can drastically increase
the efficiency of your sales reps.
PIETERJAN BOUTEN
CEO
Showpad
16:30 Networking Coffee Break
11:30 Networking Coffee Break
12:00 presentation by:
Yves Lavail
Executive Director Europe Commercialization Excellence
Bristol-Myers Squibb
12:45 Presentation by:
13:30 Lunch
Morten Hjelmsoe
CEO
AGNITIO
14:30 SPECIAL FEATURE: Interactive Panel Discussions
All attendees will have a great opportunity to discuss a selection of
the most interesting topics addressed during the conference in the
panel discussion with the members of the panel.
17:00 Case study: Fit for Purpose? Are today’s Medical reps
•
•
•
•
tomorrow’s Key Account Managers?
The role of the medical rep is changing- tomorrow’s key account
managers need new skills
What are the mindset and skillset changes needed to be sucessful
in today’s pharma industry?
How do we develop today’s rep into tomorrow’s KAM?
Do we need to start again in terms of recruitment?
Allan Mackintosh
PMAP Snr. Performance Manager
Grunenthal
17:45 is there life on mars?
•
•
•
What is EMS in real?
Pharma in transition
The new models in Pharma
Haluk Karabatak
Director, Caucasus and Central Asia (CauCAR) Region
Pfizer
Suggested topics:
•
•
•
•
•
•
•
Innovation in the commercial effectiveness models
Change management and market planning challenges
Commercial policies, changes of business model, what are the
trends in field force effectiveness- network managers etc.
Building the next-generation sales organization
Closed Loop Marketing
What do a sales organization look like in the future?
What are the key priorities and how do we get engagement?
18:30 Cocktail Reception
BOOKING LINE: Tel.: +421 252 444 221/ Fax: +421 252 444 220

Day 3
26 th September 2013
3rd Annual Pharma Commercial
and SFE Summit
Berlin, 24th – 26th September 2013
08.20 Registration and Morning Coffee
09.00 Opening Remarks from the Chairman
09.15 Case study: Increasing Productivity in Sales and
Marketing in Emerging Markets
13.30 Case study: Best plan for effective resource allocation
in sales organization
•
•
•
Segmentation & targeting Strategy
Sizing & Territory Alignment
Expense budget planning & tracking
•
•
•
Sales and Marketing Synergies
Shift from “ Share of voice” to “ Share of Mind”
Measuring ROI for Marketing Programs
Mine Şenyuva
Head of Sales & Marketing Effectiveness
Amgen
Ferdinand Belga
Business Unit Director Women’s and Men’s Health
Abbott
10.00 Case study: How to Use CRM Software for SFE?
Florent Edouard
Global CRM Director
AstraZeneca
10.45 Networking Coffee Break
11:15 A Real – Life Case study on: How to integrate Market
Access to the commercial activities? How to cooperate?
Marianthi Psaha
Head of Business Franchises Ophthalmology & Critical Care
Novartis
12:00 SPECIAL FEATURE: INTERACTIVE ROUNDTABLE
DISCUSSIONS
All attendees will have a great opportunity to discuss a selection
of the most interesting topics addressed during the
conference in small groups with their peers. Every table will
nominate a head of the table, who will summarize the topic
discussed, present the main puzzles, and questions posed.
Suggested topics:
• What good KAM looks like in Pharma and the ways in
which it should be measured
• A pragmatic approach to social media in pharma
new approaches about segmentation and targeting in
sales force Integrating
• Market access into commercial activities
• Stakeholder management and marketing
12.30 Lunch
14:15 Commercial effectiveness and the development of
effectiveness management standards in CIS countries
Agata Trojanowska
Head of Sales and Marketing Effectiveness
Polpharma
15:00 the importance of aligning account managementto
the business plannig process
Mark Drabble
Associate Brand Director Anti-infectives
Astellas
15:45 Networking Coffee Break
16:15 Case study: Integration of new channels into sales
force activity Hybrid models for
Promotion
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•
•
•
New paradigms reshaping pharma business
Modified business models
Trends in promotion: alternative promotional tools
New channel strategies, new types of detailing
Attila Molnár
Marketing Excellence Director
Teva Pharma
17.00 Case study: Reps (R)evolution: iCRM and apps
•
•
•
•
iCRM: all-in-one for Reps
eDetailing and CLM: Chiesi way
Apps, apps and more…
HealthTech: looking forward
Matteo Rumi
Head of Business Knowledge and Business Technology
Chiesi Farmaceutici
17:45 Special Feature: Open Round Discussion
Open round discussion for the attendees to summarize the
information learned throughout the 2 days, opportunity to
raise the final questions and comments.
Open discussion time.
18: 15 Closing Remarks from the Chairman
BOOKING LINE: Tel.: +421 252 444 221 / Fax: +421 252 444 220

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