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Main Conference Day One

How To Develop A Customer-Centric, Compliant Sales And Marketing Model

Tuesday, Oct 6th, 2009

7:30 Breakfast and Registration
Breakfast and Registration
8:30 Welcoming Remarks
Welcoming Remarks
8:35 Chairperson's Opening Address
Rich Micali, Senior Vice President, Sales Services, PDI
Chairperson's Opening Address

Rich Micali
Senior Vice President, Sales Services, PDI

Rich has 25-years pharmaceutical sales and marketing management experience with Bristol-Myers Squibb where he began his career as a sales representative and progressed to positions of increasing responsibilities in Sales, Marketing, and Managed Markets. Most recently, he was Vice President, Oncology Sales where he successfully launched Erbituxâ„¢ and was responsible for leading the sales team, sales [read more]
8:50 KEYNOTE: Panel Discussion: Navigating In Today's Economy And Adapting Sales Models For Long-Term Growth
Clinton Lewis Jr, President, US Operations, Animal Health Group, Pfizer
Charlotte E. Sibley, Senior Vice President, CBS Business Management, Shire Pharmaceuticals
John Moran, Global Leader, Commercial Optimization Center of Excellence, IMS Management Consulting
Large, midsize and specialty pharma companies are undergoing massive shifts in the way their businesses operate. Executives in all areas of pharma are facing a multitude of pressures including increased physician access restrictions, decreased marketing budgets, and state and government regulations. Evolve your business model and sustain profit margins for the future of pharma, with perspectives from Presidents and Heads of Business Management discussing these key issues:
  • Identify different ways to reach physicians today given constriction in the industry, a mergers and acquisition environment and increased regulations
  • Understand where the industry is heading and what new opportunities for profit still lie ahead
  • Evaluate whether most non-traditional sales models are sustainable or simply reactions to the current economy
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Clinton Lewis Jr
President, US Operations, Animal Health Group, Pfizer

Clint has worked in the pharmaceutical industry and at Pfizer, the world’s largest research-based pharmaceutical company for almost 20 years, and has held key positions of increasing responsibility in the areas of sales, training, sales management, marketing and general management. He is based at Pfizer’s world headquarters in New York City. Clint recently assumed the position of President, U.S. O [read more]
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Charlotte E. Sibley
Senior Vice President, CBS Business Management, Shire Pharmaceuticals

Charlotte Sibley is Senior Vice President of Global Business Research and Intelligence for Shire Pharmaceuticals, with responsibility for market research, competitive intelligence, commercial assessment for new products and strategic forecasting. She joined Shire in January 2005 from Millennium Pharmaceuticals, where she was Vice President, Global Commercial Research and Health Outcomes. Previousl [read more]
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John Moran
Global Leader, Commercial Optimization Center of Excellence, IMS Management Consulting

John Moran is Global Leader for the Commercial Optimization Center of Excellence for IMS Health. He has more than 20 years of Rx, OTC, and consumer marketing and sales experience spanning a broad range of marketing and sales disciplines. Moran works with many of the world’s top pharma organizations, developing new commercial effectiveness models, with emphasis on strategies that enable greater cus [read more]
9:25 KEYNOTE: A Revolution In Physician Targeting
Patrick Homer, Life Sciences Practice Principal, SAS
Most pharmaceutical companies focus their sales and marketing activities on the top-decile prescribing physicians for a given therapeutic area, based on purchased data. Others are experimenting with newer data sets, such as managed care and patient-level data and grappling with integration issues that make it difficult to gain a true 360-degree view of physicians and their prescribing practices. Others pay premium fees to outside consultancies to periodically crunch the numbers and generate physician target lists for them. All these strategies have their benefits, limitations and constraints, but in the halcyon days of blockbuster drugs, unchallenged patent protections and huge sales forces, it didn't really matter. It matters now. It is the right time to make sales and marketing decisions based on deeper analytic insights-using predictive modeling-and, with accessible software, to bring those capabilities inhouse. Organizations that take control over their own physician targeting get more timely insights, targeting decisions aligned with business issues, and real competitive advantage.
  • Review exclusive 2009 market research into physician targeting commissioned by SAS, conducted by Pharmaceutical Executive.
  • Understand why predictive analytics are a game changer for pharma and how this can be applied to your combined CRM, sales, managed care and patient-level data to optimize physician targeting and create a distinct competitive advantage.
  • Review pharma case studies that have demonstrated up to 26 percent lift in prescribing potential compared to conventional methods of physician targeting.
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Patrick Homer
Life Sciences Practice Principal, SAS

Patrick Homer joined SAS as Life Sciences Sales and Marketing Practice Principal after nearly 20 years of experience in the commercial field of the pharmaceutical industry. At SAS, Homer is responsible for developing commercial strategy and introducing predictive analytics into the sales and marketing divisions of pharmaceutical organizations. Prior to joining SAS, he was a business development di [read more]
10.00 Networking Refreshment Break
Not just a coffee break, but a time to dissect all of the information from the morning sessions, and evaluate the cutting-edge solutions in the Solutions Zone. Bring plenty of business cards!
10:45 KEYNOTE: Panel Discussion: CRM Deployment Models - SaaS vs. Licensed Option - You Have A Choice
Tom Wolfe, SVP/CIO, Osi Pharmaceuticals
Neeraj Singhal, Senior Director Product Management and Strategy, Cegedim Dendrite
Jeffery Scott, VP Information Technology, Ferndale Laboratories
Siva Nadarajah, Sr. Director Sales Engineering, Cegedim Dendrite
Recently there has been a lot of focus in the media and discussion around CRM deployment models and the advantages of deploying a SaaS model given global economic conditions and increased pressure on Life Sciences sales organizations to find different, more efficient ways to promote their products. A panel of Industry experts and Cegedim Dendrite leadership will provide a balanced view as they make their cases and discuss the pros and cons for each model. Audience Q&A will follow.
  • How do we define SaaS
  • Level-setting the meaning of true SaaS and is it a working model for the Life Sciences?
  • Why are some Life Sciences Companies choosing a SaaS model after years of licensing and customization of their CRM system?
  • What is the business case for licensing software?
  • What is the business case for SaaS? What are the pros and cons for each model?
Moderator: Siva Nadarajah
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Tom Wolfe
SVP/CIO, Osi Pharmaceuticals

Tom Wolfe is Senior Vice President and CIO for OSI Pharmaceuticals. In this role he is responsible for managing OSI’s Information Technology operations and to assure the development and implementation of technology innovation and enterprise-wide strategies and architectures to realize competitive advantage, improve business efficiency, and enhance customer value. Prior to coming to OSI, Tom was Vi [read more]
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Neeraj Singhal
Senior Director Product Management and Strategy, Cegedim Dendrite

Neeraj Singhal is currently Senior Director, Product Management and Strategy at Cegedim Dendrite and is a subject matter expert on the Mobile Intelligence CRM solutions suite for the Americas.

In that role, Mr. Singhal is responsible for providing product direction and commercialization of new relea [read more]

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Jeffery Scott
VP Information Technology, Ferndale Laboratories

Jeffery Scott is the Vice President of Information Technology for Ferndale Laboratories, Inc. and is responsible for developing and executing strategic IT initiatives in support of Ferndale’s corporate vision and the goals of its various business units. He has over Twenty years of experience in the pharmaceutical industry supporting all aspects of the business. Prior to joining Ferndale, Mr. Scott [read more]

Siva Nadarajah
Sr. Director Sales Engineering, Cegedim Dendrite

11:20 KEYNOTE: Panel Discussion: Sales Force Restructuring And Transformation To Save Valuable Budget
Karl A Braun, Vice President of Sales, Specialty Biologics, Pfizer Inc.
Howard Brock, Senior Practice Executive, Sales Practice, Campbell Alliance
Jerry McLaughlin, Vice President, Commercial Operations, NuPathe
Tom Kukla, Sr. Director Field Management Development, Purdue Pharma
As companies face diminished resources, sales models are undergoing dramatic shifts to sustain profitability levels. Understand the tools to maximize revenue from your sales force and promotional models, no matter the product lifecycle stage. Heads of national and regional sales at Merck, Pfizer and Stiefel forces outline the benefits of alternative sales model structuring in this keynote panel discussion:
  • Identify the optimal size for your sales force for maximum product uptake and resource management: structuring your sales force, placing multiple reps within the same geography, sharing doctors, messages and brand within the same territory
  • Support both specialty and primary care sales forces in your restructuring efforts
  • Understand the balance between call frequency and presenting value to your customer to ensure product uptake

Karl A Braun
Vice President of Sales, Specialty Biologics, Pfizer Inc.

Karl Braun has 25+ years’ experience in the biopharmaceutical and healthcare industries. He has started, integrated, consolidated, turned-around and optimized the performance of domestic and international business and technology organizations. In business management, IT, medical services, pre- and post-marketing, surveillance, regulatory affairs, pharmacy practice and academia, Karl has been credi [read more]
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Howard Brock
Senior Practice Executive, Sales Practice, Campbell Alliance

Howard Brock brings over seven years of experience in the management consulting environment to Campbell Alliance’s Sales Practice. As a Senior Practice Executive, Mr. Brock has helped a number of pharmaceutical companies achieve better commercial effectiveness through projects in sales force effectiveness, training, and organizational design. Prior to joining Campbell Alliance, Mr. Brock served in [read more]
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Jerry McLaughlin
Vice President, Commercial Operations, NuPathe

Tom Kukla
Sr. Director Field Management Development, Purdue Pharma

11:55 - Invitation Only VP Think Tank & PharmaForce 2009 Roundtable Discussions - No one knows the challenges you face better than your peers
Jeremy Jaggi, Executive Director of Sales, West Region, Nephrology Business Unit, Amgen
W. Scott Evangelista, Principal, Life Sciences, National Commercial Practice Leader, Deloitte
Meryl Allison, Director, Life Sciences Marketing Practice, Deloitte
CONCURRENT NETWORKING!! JOIN THE PHARMAFORCE 2009 ROUNDTABLE DISCUSSIONS OR THE VP THINK TANK HOSTED BY WOLTERS KLUWER.  VP THINK TANK HOSTED BY WOLTERS KLUWER. Join the discussion with your VP peers!  Get in-depth tactical benchmarking in areas ranging from strategy development to implementation by joining your VP level peers in an intimate, closed-door roundtable discussion, The VP Think Tank is BACK BY POPULAR DEMAND! Benefits to you include:   1. Overview of market trends impacting pharmaceutical sales targeting.   2. Presentation of a new segmentation model concept that is designed to refine sales targeting using metrics that show what factors influence prescribing behavior and pharmacy Rx dispensing to patients at the individual prescriber level. This segmentation model can be deployed to better allocate sales resources, refine territories, and ensure segmented marketing messages are being delivered to the right prescriber.  3. Determination of how you would use this model within your company and summary of results from the group   4. Understanding of how this segmentation model concept could or would impact your go-to-market strategies.   NOT A VP? JOIN THE PHARMAFORCE 2009 ROUNDTABLE DISCUSSIONS- Imagine how much value you can receive by participating in focused, small group discussion with your fellow pharma peers. Get the answers you came to PharmaForce for! This is your chance to drill down to the most critical challenges impacting your job. Select the most appropriate topic for your current challenges and enjoy an hour of senior-level relationshipbuilding and knowledge share.  Topic 1: Competitive Advantage through Transformational Analytics  Led by W. Scott Evangelista, Principal, Life Sciences, National Commercial Practice Leader, Deloitte & Meryl Allison, Director, Life Sciences Marketing Practice, Deloitte.   Life sciences companies are experimenting with a variety "new commercial models". One common theme is emerging: success will require organizations to embed robust advanced analytics into their commercial DNA. In this session, Deloitte Consulting will share its perspective on the keys to success and ways to achieve them.   Topic 2: Alternative Sales Models  Led by: Jeremy Jaggi, Executive Director of Sales, West Region, Nephrology Business Unit, Amgen  Topic 3: Commercial Success For Your Pharma Sales ForceModerator TBD
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Jeremy Jaggi
Executive Director of Sales, West Region, Nephrology Business Unit, Amgen

Jeremy Jaggi is responsible for the one to three year promotional-mix strategy as well as reimbursement and channels operations. Through his experiences in marketing analytics, sales management, sales force operations leadership and brand marketing he has a unique understanding of co-optation and synchronicity of large and small molecule co-promotion. He has been a change-agent for e-marketing and [read more]
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W. Scott Evangelista
Principal, Life Sciences, National Commercial Practice Leader, Deloitte

Scott is a Principal in our Life Sciences Consulting Practice. Scott has more than 20 years of experience consulting exclusively to the life sciences industry and he leads our commercialization practice. Scott focuses on, and has worked for, numerous clients across a broad spectrum of commercial operations, providing strategic consulting, business development support, and management guidance. He h [read more]
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Meryl Allison
Director, Life Sciences Marketing Practice, Deloitte

Meryl is a Director with Deloitte Consulting and co-leads our Life Sciences Marketing Practice. She specializes in strategy and operations with a particular expertise in brand & marketing effectiveness. As part of Deloitte’s Customer & Market team, Meryl helps clients build their sales and marketing capabilities to meet the new realities of the industry and to capitalize on new technologie [read more]
12:55 Luncheon for Speakers and Attendees
Luncheon for Speakers and Attendees
3:15 Afternoon Networking Refreshment Break
Take this opportunity to grab a cup of coffee and meet with the many innovative vendors in the Solutions Zone.
5:45 PharmaForce 2009 Cocktail Reception
Be Efficient! Have Your After-Work Cocktails and Network through Rush Hour at the Official PharmaForce Cocktail Reception After a day of solutions-focused sessions, relax with all of your fellow attendees. Make new contacts, forge relationships or simply unwind. Take advantage of the opportunity to speak to peers and speakers off-line and gain competitive business intelligence. Exchange business cards and leave with contacts from the most forward-thinking and innovative heads of sales and marketing in pharma today.
7:00 End of Day One
End of Day One