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Focus Day Workshops

Monday, October 5, 2009


Register for one, two, three or all four of the workshops at PharmaForce 2009. The expert-led interactive sessions provide an intimate environment for open discussion around your most sensitive challenges. Workshops are roundtable-discussion based, beginning with an opening presentation followed by peer to peer conversation. Get the answers you are looking for and benchmark with senior level pharma peers. Leave with actionable strategies that impact your bottom line.
7:30 Breakfast and Registration
Breakfast and workshop registrations
8:00 Workshop A - New Measures And New Metrics In The Changing Pharmaceutical Environment
Stephen M Fox, Global Practice Leader, Sales Performance Center of Excellence, IMS
John Moran, Global Leader, Commercial Optimization Center of Excellence, IMS Management Consulting
Sales and marketing leaders need to have a clear understanding of how well their sales force compares to key competitors and how effectively their sales reps are able to meet customer needs.  Customer Value Metrics provide critical insights and actionable recommendations to benchmark and improve sales force performance by answering the following questions:
  • What rep behaviors build strong customer relationships and deliver the greatest value to physicians?
  • How does your sales force compare to key competitors on the rep behaviors that matter most?
  • What actions should you take to improve sales force performance?
The Changing pharmaceutical environment necessitates New Incentive Compensation metrics, and the increased use of non-sales based metrics, as well as Customer Value Metrics and Message Management.
  • Focus on the use of other metrics besides $s / TRx / NRx volumes- Patient level data and new to Brand prescribing
  • Increase the use of team metrics for account-based selling- Management by objectives
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Stephen M Fox
Global Practice Leader, Sales Performance Center of Excellence, IMS

Steve Fox has a strong background in pharmaceutical commercials operations. He has worked for three of the largest global pharmaceutical companies, two of the largest service providers to the industry and three of the world's largest consulting firms. He has a unique mix of a medical research background plus broad business experience and technical knowledge.
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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]
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9:45 Workshop B - Rx for change - Turning Competitors Into Colleagues: Harmonizing Incentive Plans Doesn't Have To Be Painful!
Richard Whitehead, Chief Operating Officer, CSL Software Solutions Inc.
Ellen Wurster, Director of Business Information, Intervet-Schering-Plough Animal Health
This workshop will focus on effectively managing Incentive Compensation plans through a merger of two companies with very different incentive cultures. Using a case study to stimulate discussion, this workshop will be covering effective roster management, measuring behaviors as a plan component, harmonizing different plans, managing the transition from competitors to colleagues, using an innovative array of plans and management tools. Come to this workshop to discuss, and receive immediate answers.
  • Change is here to stay - how can we make it easy?
  • Easing the pain of change
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Richard Whitehead
Chief Operating Officer, CSL Software Solutions Inc.

Richard is C.O.O of CSL Software solutions Inc. the Pharmaceutical and Animal Health Sales Force Excellence and Analytics specialist software vendor. He is also Global VP of Sales and Marketing for CSL worldwide and one of the co-owners of the Global company.Richard has extensive experience in SFE and Incentive Compensation methodology through many ground breaking Pharma software implementations, [read more]
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Ellen Wurster
Director of Business Information, Intervet-Schering-Plough Animal Health

Ellen Wurster  has over 13 years experience in all areas of Commercial Operations with Intervet/Schering Plough Animal Health.  Her key areas of responsibilities include: Business Analytics, data management,  Incentive Plan design and management, quota setting, territory alignment.  Her team also provides commercial marketing program management.   During her tenure, the company has experienced 2 m [read more]
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11:30 Pre-Lunch Refreshment Break
Pre-Lunch Refreshment Break
12:00 Workshop C (Lunch included) - Building Capabilities for the Pharma Force of the Future
Norbert Stone, National Sr. Director of Sales & Marketing Training, Astellas Pharma
Mike Capaldi, Associate Vice President, Sales Training & Leadership Development, Sanofi-Aventis
Jeff Taylor, Senior Director, Sales Training, General Therapeutics BU, Sanofi-Aventis
With significant changes in the pharmaceutical sales environment, increased regulatory pressures, state restrictions and revamping of field force allocation, pharmaceutical and biotech executives should be on the cutting-edge in order to develop the “Pharma force of the future”. Senior training specialists from Sanofi-Aventis and Astellas lead a hands-on workshop and deliver specific take-aways to maximize the potential of your sales team.
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Norbert Stone
National Sr. Director of Sales & Marketing Training, Astellas Pharma

Norbert Stone is an experienced executive with over 25 year experience in the Pharmaceutical and Biotech Industry. He has held numerous roles in focused areas such as Senior Field Sales Leadership, Marketing, Strategic Planning, Leadership Development, Field Sales Training, Marketing Personnel Development and Software Consulting. Norbert has worked for industry leading companies such as Bristol-My [read more]
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Mike Capaldi
Associate Vice President, Sales Training & Leadership Development, Sanofi-Aventis
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Jeff Taylor
Senior Director, Sales Training, General Therapeutics BU, Sanofi-Aventis

Jeff has 21 years in the pharmaceutical industry, all with Sanofi-aventis.
  • Sales Professional, 2 years
  • District Sales Manager, 10 years
  • Government Account Manager 1 year
  • National Account Manager 1 year
  • Associate Director, Cardiovascular Training 3 years
  • Director, Training, Continuous Learning 2 years
  • Director, Leadership Developme [read more]
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1:45 Workshop D - The New Age of Pharma Marketing: Utilizing Technology Innovations To Optimize Resource Usage And Strategy Development
Paige Billings, Director, Corporate Training and Leadership Development, (OSI) Pharmaceuticals, Inc.
Understand dramatic changes in rep promotional models due to new state guidelines and increased government restrictions around traditional rep sales models
  • Work with partners to develop and implement digital applications via laptop, blackberry and iPhone to support rep promotional strategies
  • Understand and avoid potential legal ramifications of these technologies in pharma and develop compliant strategies
  • Deliver doctor alerts and product details via iPhone, blackberry or laptop
  • Develop a global technology approach to capitalize on their use across all product categories and regions
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Paige Billings
Director, Corporate Training and Leadership Development, (OSI) Pharmaceuticals, Inc.

With 17 years experience in the pharmaceutical industry, Paige has held a number of positions within the sales divisions of such companies as Johnson & Johnson, Parke-Davis, Organon, Immunex and Berlex Oncology. Past positions include: Sales Representative, Sales Specialist, Hospital Territory Manager, Regional Field Trainer, and Sales Training Manager. Employed at OSI since August 2004, Paige [read more]
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3:00 Conclusion of Day
Conclusion of Day