Chairperson’s Re-Cap of Day One and Opening Address

Patrick Stakenas Chief Executive Officer ForceLogix

SMARKETING: Breaking Down Barriers To Collaboration Among Sales, Marketing, And Medical Teams To Improve Effectiveness In The Field

Karl A Braun Vice President, Sales Ophthalmics and Endocrine Care Pfizer Inc.

When senior level sales and marketing leaders come together, everyone has a best practice they would like to apply to the campaign. However, each team has a different interaction and analysis of the market. By listening to each other, a company can identify the true needs of the customer and develop a targeted campaign for that target. In this keynote presentation, Karl will:

• Examine the sales and marketing foci to relate materials to these departments effectively
  
• Take it a step beyond and involve medical team to allow a greater understanding of the customers’ needs
  
• Provide well rounded information to reps so they can tie it all together in the field
  
• Utilize training to translate the smarketal strategy to the reps
  
• Work with district managers to ensure effective execution in the field

KEYNOTE: Examining New Sources Of Revenue For The Sales Professional Of The Future: New Selling Methods Aimed At New Locations

Don Hribek Vice President, Sales, Endocrinology EMD Serono, Inc.

• Identify new customers in today’s state of the industry and shrinking pool of viable customer candidates
  
• Evolve from selling better to selling differently and shifting internal processes and mindsets
  
• Evaluate Traditional Demand Capture model vs. the new Demand Generation model of selling processes to capture the best of both worlds for your new model
  
• Remain ahead of your competition by constantly monitoring your customers

KEYNOTE PANEL: Incorporating Expense Tracking Into Your Sales Model To Ensure A Compliant High Performing Sales Force

	Michael Torres Director, Sales Force Effectiveness Ferring Pharma
	Larry Pickett Vice President and CIO Purdue Pharma

Expense tracking is the latest regulatory change forcing pharma to re-think the sales model. Because these are state regulations, lack of standardization means pharma must remain flexible to allow a national sales model to be implemented locally. In this session you will:

• Understand the necessary steps to ensure compliance: Why are some companies not compliant with state expense tracking regulations?
• Assess the effect of expense tracking requirements on your reps' performance to identify gaps in their training
• Maintain a dynamic sales force while ensuring compliance by working closely with ethics and compliance departments in your organization
• Discuss the future of state requirements: Define best practices to remain competitive in the new environment

Preparing For A Cost-Effective Product Launch: Applying Blockbuster Large Pharma Strategies To Small Start Up

Jerry McLaughlin Vice President, Commercial Operations NuPathe

Long gone are the days when marketers were only asked, “How much more can you do to drive share?” without much concern for return on investment.  In the environment of today and tomorrow, pharmaceutical marketing and sales professionals are being held accountable for the cost-effectiveness of their investments.  It is fair to say this is a good thing for the health of the industry and the professionals being challenged to operate in such a manner. In this presentation, Jerry will:

• Analyze past launch and brand planning experience in Large Pharma, Specialty Pharma, and a Start-Up environment to evaluate the benefits and pitfalls
• Employ basic skills such as prioritization, trade-off analyses, collaboration coupled with leveraging both basic and advanced technology to ensure you develop a solid game plan
• Define the required results to ensure you focus your execution strategy to succeed
• Analyze the results and compare it to every stage of the plan to ensure you're executing flawlessly

Chairperson’s Afternoon Address

Jerry McLaughlin Vice President, Commercial Operations NuPathe

PANEL: Modernizing The Sales Model Through A Customer Centric Approach To Improve Physician Access

	John Sjovall Senior Director, Sales Training and Development Daiichi Sankyo, Inc.
	Chris Dowd Vice President-Sales Allergan Urologics
	Andrew Brana TNS Healthcare

• Understand your customer: what drives major changes in a physician's daily work load?
• Examine physician's influence on consumption to ensure your sales rep is delivering the right message
• Analyze the changing demographics of physicians to identify the most appropriate communication channels
• Improve the value proposition to make the physician more productive in his responsibilities

Improving the Efficiency of Each Rep by Working Closely with Field Managers

Dennis Merlo VP, Sales Operations and Training Purdue Pharma, L.P.

• Examine the District Manager's role as the critical driving factor to sales rep effectiveness
• Evolve their competencies 'now' to ensure future productivity by redefining their roles
• "Whose training who?!?" - Understand the relationship between a rep and his District Manager to improve efficiency of this relationship
• Develop a curriculum to ensure both manager and rep execute the strategy as planned
• "It ain't just a ride-along"! - Deliver what the rep expects from their district manager to ensure effectiveness in the field
• Tie it all together for a comprehensive training and implementation plan that succeeds

Exploring the Opportunities and Challenges in Preparing for Product Launches Under Medicare Part D

Mike Ziskin Senior Director, Public Payer Policy Strategy & Marketing Centocor, Inc.

Fact 1: The government has become the largest payer of prescription drugs.
Fact 2: Many prescriptions do not get filled because the co-pay is overwhelming.
In this presentation, Mike will arm you with tools to overcome these challenges before your next product is out on the market.

• Understand the similarities with, and differences between, commercial payer markets including:
• Set reasonable expectations for when specific milestones can be achieved
• Explore what can be done to support coverage for new products under Part D
• Examine Key Part D formulary management issues and trends most relevant to new products
• Reflect necessary Key Part D processes in launch planning
• Analyze product and market factors that affect Part D acceptance and access at launch and in the subsequent year
• Support customer access with successful strategies and tactics

Chairperson’s Afternoon Address

Jeremy Jaggi Director, Sensipar Marketing, Strategy & Segments, Nephrology Business Unit Amgen Inc.

PANEL: Examining Case Studies Of Co- Promotions To Leverage Resources And Maximize The Efficiency Of Each Rep

	Paige Billings Director, Sales Operations, Training and Conference Services OSI Pharmaceuticals, Oncology Division
	Mike Howe Senior National Sales Director, Respiratory/Pediatric Business Unit UCB Pharma

When companies have overlap in target market, some decide to collaborate and co-promote their medication. By doing so, they save on cost of recruiting, training, and retaining additional sales reps. On the other hand, they may encounter challenges that will overlap the cost savings. To ensure you don’t loose out, compare notes with our panelists and walk away with best practices and case studies to support your plan.

• Define and establish a joint operating committee to provide an equal voice for each party
• Insure due diligence is done on all aspects of the potential copromote partner and/or arrangement
• Develop metrics to track progress and ensure accurate execution

Maintaining High Sales Force Morale And Uninterrupted Sales Success During Mergers And Acquisitions

Mike Howe National Sales Director Respiratory/Pediatric Business Unit UCB Pharma

With mergers and acquisitions a frequent order of business, ensuring your sales force is equipped to stand strong will mean the difference between profit and loss. In this presentation, Mike will walk you through 2 separate case studies and provide you with tools to leverage your current sales force and improve morale in your organization.

• Define procedures based on expected results to maintain high levels of sales success throughout a merger or acquisition process
• Examine case studies of mergers and acquisitions where sales morale was kept high to learn from past success
• Re-define the role of tenured sales reps in during the integration process to ensure a smooth transition
• Establish processes to insure newly integrated sales reps are productive from day one
• Maximize efficiency of each rep by insuring uninterrupted focus on current responsibilities

Utilizing New Technologies To Improve The Efficiency Of Your Sales And Marketing Efforts

Jeremy Jaggi Executive Director, Sales, West Region Amgen Inc.

Pharma is generally behind the curve in leveraging e-commerce, e-detailing, and e-presence in reaching customers. New technologies make e-marketing a viable option for biotech and pharma and they are having a tremendous impact on the competitive landscape. In this session, you will:

• Examine the impact of e-marketing initiatives on the sales force sizing and structure
• Collaborate with legal and regulatory teams to help them understand the new technologies
• Leverage vendors in delivering research and data to ensure compliance
• Provide your team with lead time and documentation
• Examine solutions to ensure compatibility of new technologies with your current platform
• Make the case for increased spend on technology by providing a basis for expected ROI

Chairperson’s Closing Remarks

Patrick Stakenas Chief Executive Officer ForceLogix

End of Conference