How to differentiate in a changing environment? - Eucomed

How to differentiate in a changing
environment?
Introduction
5 July 2011, Dolc e La Hulpe Bruss els
The medical technology industry is operating in a rapidly changing environment with reduced government
funding exacerbating the difficulties. On the customer side, the decision-making is shifting from physicians
to procurement departments, hospital managers, sick funds and a variety of bodies established to make
national policy recommendations and decisions. Add to this complex mix the increasing role of the patient
in demanding and driving his own care and the strategies for dealing with this intricate ecosystem of
decision making become ever more challenging. More innovative strategies are required to deliver
solutions that not only improve patients’ health but also reduce overall healthcare costs. New approaches
and ideas to dealing with this broader stakeholder community will be needed if the businesses of
tomorrow are to be successful.
Programme
Event facilitator: Bernard Zen Ruffinen, President EMEA, Korn/Ferry International
■ 10.00 Introduction
■ 10.15 Outlook next 3-5 years of the healthcare industry
The breadth and depth of evidence that companies need to bring to the table to support
the introduction of new technologies has been on a steadily rising curve. What will be
required tomorrow and who will need it and use it?
Speaker: Lieven Annemans, Health Economist – Pharmacoeconomist, I-CHER
Interuniversity Centre for Health Economics Research, UGent – VUB, Belgium
■ 10.45 Customers’ perspective: What are the needs of the hospitals?
As competition increases on the healthcare delivery front, what are hospital managers and
GPO’s looking for from the medical technology industry? Lower prices or cost and quality
transforming enablers?
Speakers:
� Bradley Gould, CEO of Prospitalia, Germany
� Tim Smart, CEO of King’s College Hospital NHS FT, UK
� Fergus Clancy, CEO, Mater Private, Ireland

■ 12.15 Lunch
■ 13.15 Are you putting the customer at the centre of your organization?
■ 14.45 Break
Medical device companies face more pressure than ever to differentiate products, provide
solutions and build brands impervious to price erosion. As a consequence, marketing needs
to be done differently than in the past. Hamish Taylor has an award winning record of driving
innovation and change in a number of very different companies where he has been stealing
ideas from one industry to use in another. His approach is if you want a breakthrough, you
need to look outside your current environment.
Speaker: Hamish Taylor, Founder Skills Exchange Network, UK
■ 15.00 Key Account Management
Some sectors have transitioned from individual salespeople managed in simple product
based teams to complex key account management. Health systems constitute even more
complex buying units than most other sectors. How is key account management done in
a large complex organization?
Speaker: John Galbraith, Senior Director Customer Solutions & Enterprise Architechture,
Oracle
■ 15.45 A view from outside
■ 16.45 Closing
■ 17.00 Drinks
Other industrial sectors have gone through substantial changes in the demands of
customers and we will learn how they adapted and what lessons there may be for the
medical technology sector.
Speaker: Patrick Roubi, Vice President & General Manager, HVAC & Controls Products
Systems & Service, Europe and Africa, Johnson Controls

Practical information
■ Fee:
Eucomed members: 300€ (excl. 21% VAT)
Eucomed non-members: 350€ (excl. 21% VAT)
■ Conditions:
Cancellations prior to 5 June 2011 will be reimbursed by 50%.
Cancellations after 5 June 2011 and no shows will not be reimbursed.
■ Venue:
Dolce La Hulpe Brussels
135, Chaussée de Bruxelles
1310 La Hulpe
■ For more information and registration:
Laurence Couturier
Communications & Events Officer
laurence.couturier@eucomed.org