PharmaForce Welcoming Remarks

Victoria Roginskaya Executive Director PharmaForce 2008

Chairperson's Opening Address

KEYNOTE: Anticipating The Change: Evolving The Sales Model For Growing Value

David Ridenour Vice President, Western Zone Sales Wyeth Pharmaceuticals

Today pharma is restructuring and re-evaluating the sales model in order to remain competitive in the changing market. In this presentation, David will explain how Wyeth is integrating best practices in re-developing their sales model and the drivers behind the strategy.

• Change the sales model to reflect the FDA decreased approval rate
• Ensure the appropriate sales model with specialized product launches
• Keep the sales model flexible through alternative approaches
• Move toward a more customer focused sales model
• Understand alternative approaches to the sales model
• Integrate lessons learned to improve your sales model

KEYNOTE: Key Account Management: Utilizing Your CRM System To Support The Changing Structure Of The Pharmaceutical Sales Organizations

	Subhash Vaid Vice President, Global Product Management Cegedim Dendrite
	Neeraj Singhal Senior Director, Product Management and Strategy Cegedim Dendrite
Includes Open Q&A with Clients:
	Donna Lenning Senior Manager, IT Solvay Pharmaceuticals Inc.
	Janice Benicky Principal Analyst, CRM Solvay Pharmaceuticals Inc.

Evolution of the sales model includes refocusing strategy and integrating a greater focus on key account management. In this session, you will examine how your industry peers go to market and utilize closed loop marketing to succeed in KAM. You will:

• Understand the trends and challenges:
  • How does managed care impact your reps' ability to see prescribers?
  • Evaluating the increasing role of government in managed markets and it's impact on your strategy
  • Assessing the impact of molecular therapies on your sales and marketing model
• Create effective selling strategies to key accounts by:
  • Adding value to the customer experience
  • Maintaining a single view of the customer across the sales organization
  • Utilizing the importance of partnerships and networks to drive sales effectiveness
• Examine the benefits of enabling your CRM system to support increasing industry challenges through:
  • Core functionality
  • Key Account Management Business Process

KEYNOTE PANEL What Should The New Pharma Business Model Look Like

	Clinton Lewis Jr. President, US Operations, Animal Health Group Former Senior Vice President, Sales, Neuroscience Group Pfizer Inc.
	Sylvia McBrinn General Manager, Commercial Operations, US Ipsen
	Kelly Haderer Regional Business Director, Pharmaceuticals Bausch & Lomb
	Carl Derenfeld Principal Director Pharmaceutical Solutions Verix

The pharmaceutical industry is facing more challenges today than it ever has before. It is no surprise that traditional means of sales and marketing are no longer delivering traditional results. In this session, leaders from large and small pharma will discuss the main challenges facing the industry in order to develop a strategy to change the current sales model.

• Collaborating with FDA in ensuring safety while minimizing the impact on your bottom line
• Preparing for the election: Understanding the ramifications of candidate health care plans to assess your sales and marketing strategy
• Analyzing the impact of the patent cliff on how to compete with increased pricing competition and decreased marketing budgets
• Assessing the impact of managed care on the physicians' ability to see your reps

KEYNOTE: Analyzing New Strategies For Effective Physician Access And Coverage

	Mark Gleason Senior Vice President, Corporate Development Aptilon Corporation
Includes Open Q&A with Topic Expert:
	Jeremy Jaggi Executive Director, Sales, West Region Amgen Inc.

It is year 2008 and already over six of the leading pharma companies have been accessing physicians online for Live Video Detailing. Are you leveraging the power of the web to reach your target physicians and provide them with the information they are searching in determining which drugs to prescribe? Now with high volume of activity, prescription impact and physician profiles have been studied. In this presentation, Mark will share real case studies and brand new research of how pharmaceutical industry leaders are doing this and more:

• Examine physicians behavior as it relates to online and Live Video Detailing
• Explore methods of effectively competing for physician's limited attention
• Examine new effective approaches to address your access and coverage challenges
• Reallocate and integrate current field resources to effectively expand physician coverage and access
• Understand the sales force structure and function opportunities for your "Sales Force of the Future"
• Analyze case studies of marketplace application and effectiveness
• Increase physician service levels to attain strategic advantage

PharmaForce 2008 Roundtable Discussions

Here's how it works:

Choose one of three teams listed below and sit at the assigned table. An assigned facilitator will lead the discussion and introduce you to the other peers at the table. When the bell rings, your moderators will switch tables and a new moderator will join you to introduce your team to the next topic of discussion.

Choose between the following concurrent Teams:

Team ONE: Renovate Sales Model and Align Incentives

• Topic 1: Renovating The Sales Model By Focusing On Customer Needs - Politics Vs. Market Drivers

  Stephen Corby Vice President Business Development Health Products Research

  
  
• Topic 2: Utilizing Incentive Compensation To Align The Organization For Change

  Mike Pusateri Senior Director, Nephrology Sales Watson Pharmaceuticals

Team TWO: Drive Effectiveness In The Field With Training And Technology

• Topic 1: Developing Innovative, Cost-Effective Training To Drive Productivity In The Field

  Paige Billings Director, Sales Operations, Training and Conference Services OSI Pharmaceuticals, Oncology Division

• Topic 2: Evaluating ROI of Closed-Loop Marketing to Assign Proper Resource Allocation

  Facilitator: Scott Hull Field Sales Technology Manager Abbott Laboratories

Team THREE: Overcome Data Restrictions While Integrating Expense Recording

• Topic 1: Overcoming Data Restrictions Using New Analytics Models

  Vladimir Velednitsky Director, Vendor Management Analytics Pfizer, Inc.

• Topic 2: Integrating State Expense Tracking Regulations To Ensure Compliance

  Joseph DosSantos Senior Director, Field Solutions Siperian, Inc.

VP THINK TANK Rebalancing The Influence Of The Sales Force On The Rx Decision

Moderator:
	Gregg Ciarelli Vice President Targeting and Compensation Practice Wolters Kluwer Health

Increasing challenges within the pharmaceutical industry create opportunities for new strategies and approaches for managing the sales force. New strategies are being reviewed and implemented - shifting from national to local market management, changing the course of segmentation, and moving to a fully integrated marketing approach. There is a need to rebalance the value of the rep in driving prescription drug choice. The VP Think Tank will offer both facilitated and open discussions around:

• Increasing the transparency within the influencer map to ensure sales reps understand the Rx decision processes
• Changing the value proposition sales reps bring to their customers
• Minimizing disruption in the sales force while making significant changes in structure
• Improving the segmentation and targeting models

As members of senior management it is your responsibility to ensure the successful progress of your operations with an eye on the horizon. But that is becoming exceedingly difficult in the face of increasing regulations and declining physician access. There is a need for innovation and nimbleness, but how do you get management buy in?

Benefits to you:

• Drill down to your specific challenges with pharma executives of the same seniority level as you
• You won't be quoted: No members of the press will be allowed into this session
• Gain key actionable solutions to ensure you generate revenue from your strategies

Drive in and drive out with competitive intelligence.

14 VPs and higher already confirmed from:

Chairperson's Address

Scott Hull Manager, Sales Force Automation, Pharmaceutical Products Division (PPD) Abbott Laboratories

Value-Based Selling In The Pharmaceutical Industry -- A Model Whose Time Has (Finally) Come?

Angela Bakker Lee Principal ZS Associates

The pharmaceutical sales value proposition is under major construction as companies look to improve efficiency of the message. In this presentation, Angela will examine a new method of selling that adds value to both sides of the table. You will:

• Identify the promise and potential benefits of value-based selling (VBS)
• Understand how VBS differs from what is typical in the industry today
• Explore the implications and avoid the pitfalls while evolving from a transactional relationship to a value-based one
• Explore case examples from other industries including Consumer Packaged Goods, Transportation and more
• Identify the risks in pharma and develop a process for how they can be managed
• Achieve a real win-win relationship with key customers and a competitive advantage with VBS

PANEL: Evaluating Systematic Vs. Flexible Compensation To Best Adjust To The Changing Market Dynamics

	Mike Pusateri Senior Director, Nephrology Sales Watson Pharmaceuticals
	Chris Dowd Vice President-Sales Allergan Urologics

Compensation is your company’s incentive program to motivate and reward the sales teams. However, with the increasing difficulties in acquiring data, in reaching physicians and increased collaboration with marketing, measuring reps’ performance comes with additional obstacles and thus IC plans are getting more and more complicated. In this panel discussion, Mike and Rick will:

• Define the right balance between salary and bonus
• Evaluate the competitiveness for bonus now vs. 5 years ago
• Analyze case studies of utilizing case studies to align the sales force with a new sales model
• Develop your IC model around what will motivate your sales reps

Networking Refreshment Break

PANEL: Developing Your Regional Director To Drive Accountability And Results

	Norbert Stone Executive Director, Leadership Development Astellas
	Janet Quartarone Vice President, Marketing Simulations, Inc.
	Carol Wells Senior Director Commercial Training & Development Genentech, Inc.

As companies continue to downsize their sales forces and renovate the sales model, regional directors become increasingly more important in ensuring execution of the strategy. Their roles and responsibilities change and thus must their training to ensure they are aware and well prepared for the change. In this panel, executives from leading pharma, biotech, and a sales and management education organization will examine:

• Insure effective selection of the Regional Director to ensure proper resource alignment
• Identify the role of the regional director in terms of:
  
  • what it should be
    
  • how it is managed
    
• Allocate accountability among field managers to ensure compliance in expense tracking
  
• Identify leadership development drivers to utilize them in developing a formal curriculum

Alignment Of Executive Development With Standard Curriculum To Succeed In An Ever Changing Environment

Carol Wells Senior Director Commercial Training & Development Genentech, Inc.

The industry is undergoing significant re-sizing and restructuring changes. These strategies are developed and managed by your top executives. Outstanding training ensures they are well prepared for the volatile and highly regulated environment of pharma. In this session, Carol will outline specific processes that you should adopt to ensure your executive management is ready to handle these challenges.

• Examine innovative training techniques beyond the classroom for executives - What sessions will motivate someone in senior management?
• Develop partnerships within and outside your company to develop leaders
• Promote engagement by involving leaders in our curriculum

Chairperson’s Address

Jamie Wyatt Vice President and General Manager Health Life Sciences Netezza

Examining The Selection, Implementation And Results Of An SFA Tool To Ensure Sales Excellence Globally

Jennifer Cerny Senior Regional Business Manager CDept Consumer Health Care Boehringer Ingelheim GmbH

SFA tools are very important to improve sales force effectiveness. But with many vendors supplying what appear to be similar SFA tools, it is important to develop selection requirements, implementation strategies and metrics to track and ensure success. Jennifer breaks down the whole process in her session to give you an in-depth blueprint on how you can improve your vendor selection process.

• Identify the requirements for selecting an SFA tool
• Develop a process for vendor selection based on a detailed list of functional and technical requirements:
  • CHC cost requirements, fully supporting Customer Value Management Principles
• Define your metrics to assess success of utilizing the selected SFA tool:
  • Sales turnover, profit, reporting, usage
• Measure results and lessons learned after worldwide implementation to ensure goal achievement

PANEL DISCUSSION: Is Pharma Competing on Analytics? Using Predictive Analytics to Optimize ROI across all channels

	Patrick Homer Global Life Sciences Sales and Marketing Practice Principal SAS Institute
	Vyom Bhuta Director Business Analysis & Decision Support Otsuka America Pharmaceutical, Inc.
	Hans Nagl Senior Manager, Global Business Insights and Commercial Operations Shire Pharmaceuticals
	Vladimir Velednitsky Director, Vendor Management Analytics Pfizer Inc.

History will most probably cite 2007 as the most challenging year that the pharmaceutical industry has had to face, resulting in the first major real step change and restructure of sales and marketing operations and the forecast for the future is continued radical change. Join this panel to address key initiatives undertaken by the leading pharmaceutical and biotech organizations:

• Transform to the new commercial model using sales force excellence initiatives and predictive analytics
• Examine commercial strategies that have made pharma successful in the past to identify if they may apply in the future
• Analyze the emerging form of competitive intelligence: extensive use of analysis and data for fact-based decision making
• Compare sales force performance per country across the portfolio to support data driven resource allocations on a global scale
• Develop trends towards bringing advanced analytical competencies in house
  
• Design your strategy around advanced analytics to:
  
  • Transform commercial pharma
    
  • Increase your ROI
    
  • Provide the basis for a competitive strategy

Networking Refreshment Break

Integrating Multi-Cultural Marketing To Appeal To The Growing Hispanic Customer Segment

Liliana A Gil Worldwide Director of Marketing Services and Hispanic Marketing Strategy Lead Johnson & Johnson

The Hispanic population has grown to become a very influential customer segment neither you nor your physicians can ignore. Physicians are adjusting to address their specific needs and they need your help. In this session, Liliana will discuss best practices to create a marketing strategy that improves your presence within the Hispanic community.

• Gain physician access by providing them with materials the physicians needs to be more productive in working with this segment
• Identify the parameters for developing tools that help physicians better understand the drivers for Hispanics
• Develop your presence in the community through a concentrated marketing approach to extend brand reach
• Examine best practices to develop you program and secure the finances to ensure a successful pilot program
• Measure your investment constantly to ensure your strategy remains low risk and high return

Evaluating The ROI Of Closed Loop Marketing: What Is Hype And What Are The Returns?

Paul Stickler Senior Director, Sales Ovation Pharmaceuticals

There has been a lot of talk on CRM systems: everyone is investing in it but is having a tough time measuring progress and tracking ROI. In this presentation, Paul explains how Ovation overcame the challenge and shows how you can apply this in your organization.

• Assess the expectations from a tablet PC roll out for closed loop marketing: What does success look like?
• Evaluate the benefits of using new technologies to educate physicians about complex disease states
• Incorporate the use of Tablet PCs within your specialty sales strategies to enhance your sales
• Analyze the cost/benefits of this technological approach - Can small Pharma afford it?
• What's the best way to rollout your new strategy optimally - phased-in or full?
• Monitor and tracking progress constantly to ensure you're achieving identified goals to gain the ROI

PANEL: Incorporating Sales, Marketing, And Training To Drive Effectiveness In The Field

As companies continue to downsize their sales forces, alignment of sales, marketing, and training becomes the key to increasing physician reach and ensuring delivering of targeted messaging. In this session, you will hear from sales, marketing, and training leaders from large and small pharmaceutical companies examining the benefits and challenges in these collaborations. To be more specific, you will:

Moderator:
	Garry O'Grady Senior Vice President & Head, Sales Practice Campbell Alliance
Panelists:
	Bruce Braughton Associate Vice President, Allergy Marketing Sanofi-Aventis
	Ken Harris Senior Director, Sales Leadership Development Shire Pharmaceuticals
	David Ridenour Vice President, Western Zone Sales Wyeth Pharmaceuticals

PharmaForce 2008 Cocktail Reception

Join the Networking Reception to grab the speakers and your competition for an off-line chat and gain competitive intelligence. Voice your issues, challenges and concerns and takeaway their insight into how you can achieve the same success they have. Exchange business cards and walk away with a rolodex of contacts that will stay with you for years to come.

End of Day One