2014 October_Global Commercial Sales Force Effectiveness Summit Berlin

GCSFE SummitCustomer Experience, Sales Force Excellence and Evolving Commercial Models

Berlin, Germany, 15th – 16th October 2014

Our GCSFE Summit Expert Speakers Include:GCSFE Summit Berlin Overview:

Matthias Witt Managing Director Across Health

Agathe Acchiardo Former Head of Commercial Excellence AstraZeneca

Pelin Icil Marketing Manager, Women’s Healthcare, Bayer

Pierre Morgon Chief Marketing Officer, Cegedim

Agnes Benczik PharmD Senior Consultant IN-PHAX Consulting

Aldrin Fernandes Industry Expert Speaker - CRM, Salesforce Automation & Digital Arena, UK

Hanno Wolfram Author of the first German textbook at Pharma Key Account Management/ Founder Innov8

Alper Alptekin National Sales Manager Merck

Sjaak Vink CEO myTomorrows

Frank Evelein Former Head of Customer Marketing Pfizer

Mervyn Ward Director Rx Strategy

Ganesh Ganeswaran BSc. Phd Director Sales Talent Academy UK

Maria Struckmann Head Sales Force Development & Training Sanofi

Adrienne Major National Sales Manager Servier

Virgil Simons President The Prostate Net

Ifti Ahmed Managing Partner Titanium-Partners

Deep Bhandari Director-Marketing & Sales Excellence UCB

Be a part of our two days successful international

forum Global Commercial and Sales Force

Excellence Summit by KP-Morgan Group Berlin,

mainly focused on Customer Experience, Sales

Force Excellence and Challenging/Evolving

Commercial Models. This is a perfect opportunity to

share best practices with peers facing the same

challenges. Today whole purpose of a company as

an entity is to provide value to customers in

exchange for a payment. Every activity that the

company accomplishes is part of the system that

brings the perceived value that a customer receives.

The Berlin GCSFE Summit is targeted for Healthcare

professionals who are always seeking for new

opportunities, visionary ways of conducting

performance. The focus will be both on key topline

items that will help generate sales and the cost

infrastructure with a view to increase profitability.

The speakers will be presenting real life examples in

this context in addition to frameworks presented by

external agencies. Various plenary sessions will be

held in parellel to ensure that time is used effectively

to manage different needs of the audience.

GCSFE Summit, Berlin, Germany - 15th – 16th October 2014

www.kp-morgan.com / [email protected] Two Days Conference

A word from Chair, Ganesh Ganeswaran, Director, Sales Talent Academy UK

Major scientific and technological advances, coupled with new customer engagement economy and socio demographic changes may create an innovation imperative paradigm shift in the pharmaceutical business models. The consequent paramount challenge for the industry will be “Value creation” for patients, providers and payers – and thus for shareholders.

“The future depends on what you do today” – Gandhi This unique platform offers the visionaries and implementers to foresee the opportunities and challenges ahead and blaze new trail in developing “fit for purpose” models, policies, processes and operations for exceptional value creation.

Clearly, the route each company takes may vary. Nevertheless, there are a number of common imperatives that needs to be addressed, among many such as:

Data capture and integration, Investment strategies (which market to invest?, what disease areas to focus?), Stake holder collaboration (focus leaning towards patient and community engagements), Shifting through a plethora of new technologies to choose the effective ones, Changes in corporate culture (more open and ethical), Innovation and new capabilities including talent development.

The participants will have plenty of opportunities to engage with movers and shakers, share experiences, digest various options, propose and guide their respective organisations to survive the journey and reap significant rewards.

Join our successful summit, raise your challenges, and exchange your experience with the top experts from the industry.

Topics at a Glance

• Commercial Capabilities • Evolving Health Authority and Customer Needs • New Commercial Models to establish Excellence • New Commercial Models to Deliver Customer Experience • Evolving Patient Needs • Changing Health Authority Models • Capturing insights – digital/payer/physicians and other HCP• Transforming data in to intelligence• The Evolution of KOLs and Stakeholder Engagement • Managing Generics and Decreasing Margins• Commercial effectiveness in context of Emerging Trends • The new trends – non-prescription and prescription models • Latest Trends and future developments in commercial and SFE. • What should be the direct KPI’s to measure the real SFE?• How the technology is transforming the sales effectiveness• SFE from other Sectors • Customer Engagement • Effective Use of evolving e-capabilities, social media, Cloud Base• Managing Innovation• Role of Organizational effectiveness and Learning and Development • How to improve sales and commercial models• Account Based Selling & CRM• Integration CRM in to Account Management• How to create better effectiveness for your digital & marketing models• Alternative ways to measure SF success and rewards focused to customer

loyalty and centricity• How to integrate Market Access to the commercial activities? How to

cooperate?• Efforts towards better customer engagement and better value for the patients

care.• What can sales reps do themselves to provide value to the customer?• Incorporate cutting edge commercial excellence initiatives and perspectives

into your strategic Planning• Are general practitioners ready and willing to enter the world of online media?• System KPI, Pharmacy Strategy Implementation • What should be the direct KPIs to measure the real SFE?• The customer experience and how to optimize your customer facing strategy• Patient centric non Rx Pharma marketing• Change Management – What should you consider when driving a change? • Emerging Markets SFE Practice and the Difficulties Encountered • KAMs Commercial Effectiveness• Get the best of Commercial Models• How can alternate channels be integrated in the current business model?• Importance of FLM effectiveness and how is it a key to sales

force excellence?• Digital channels and best practice examples• Multi Channel Engagement in Pharma• Orphan Drug Access and Availability• Pharmacy Strategy & Achieving Pharmacy Excellence• How to optimize your customer facing strategy – specific challenges DMU &

CRM?

You should not miss this annual opportunity if you are Chiefs, Directors, Heads, Senior Manager, Leaders and Executives from

Sales Force, CRM, Commercial Effectiveness, Customer Excellence, KAM, Commercialization, Market Access, Business Planning/Intelligence/Support/Unit, Sales and Marketing, Marketing Intelligence, Group Product Manager, eMarketeer, Business Analyst, Multichannel, Digital

Got a question?

Contact Mr Andreas Raab [email protected] Telephone: 0035316917443www.kp-morgan.com

Two Days Conferencewww.kp-morgan.com / [email protected]


OVERVIEW

DAY TWO

DAY ONE

SECTION THREE Challenging/Evolving Commercial Models (Co-chair by Pierre Morgon)

• Commercial Models to Cater Evolving Health Authority and Patient Needs

• The new trends - non-prescription and prescription models• Commercial Models to Deliver Health Care Providers Needs• Evolving Mature Market Needs• Evolving Health Authority and Customer Needs• New Commercial Models to establish Excellence• New Commercial Models to Deliver Customer Experience• Market Access• Multi Channel Management• Mobile Healthcare• Pharmacy Strategy & Achieving Pharmacy Excellence• System KPI, Pharmacy Strategy Implementation• Emerging Market Trends• Evolving needs of Emerging market

SECTION FOUR Change Management for Getting it Right First Time (Co-chair by Mervyn Ward)

• Managing Change• Role of Organizational effectiveness and Learning and

Development in Managing Change • Employee Engagement• Healthcare Provider and Healthcare Authority Engagement• Managing Innovation

SECTION ONE Customer Experience (Co-Chair by Mervyn Ward & Frank Evelein)

• Evolving Patients Needs• Changing Health Authority Models• Challenging Customer Needs• Capturing insights – digital/payer/physician and other HCP• Transforming data into intelligence • Evolution in KOL’s & Stakeholder Engagement• Patient centric non Rx Pharma marketing• Payer Excellence - New Level of Collaborations with Payer• Effective Use of Evolving e-capabilities, social media, Cloud Base

SECTION TWO Sales Force Excellence (Co-Chair by Deep Bhandari & Ifti Ahmed)

• Future of SF Excellence, New models• Bench Marking & Getting it right first time• Account based customer management• Key Account Management Models• Integration CRM in to customer management• Importance of FLM effectiveness• Role of Organizational effectiveness and Learning and

Development

Cocktail Reception and Social Event – All attendees are welcome to join us!


9:00 ‘Disruptive Innovations in Healthcare - Connecting the dots (Video)Ganesh Ganeswaran, Director, Sales Talent Academy UK

Section One: Customer Experience (Co-Chair by Mervyn Ward & Frank Evelein)

9:30 Session 1 My life, My choices My tomorrow - A patients prospective! Sjaak Vink, CEO, MyTomorrows

• What are patients needs both in the developed and developing economies

• Barriers to getting the proven treatments• Growth and influence of patient advocacy groups worldwide• Key roles of patients advocacy groups

10:15 Session 2 How to optimize your customer facing strategy? Frank Evelien, Former Head of Customer Marketing, Pfizer

• The Decision Making Unit• Working towards a beneficial decision• Implications for the internal organization• Specific Challenge: DMU & CRM

11:00 Networking Teas/Coffees Break with bakery delights

11:20 Session 3 Pharma Key Account Management Hanno Wolfram, Author of the first German textbook at Pharma Key Account Management/ Founder, Innov8

12:00 Session 4 Employee Engagement Adrienne Major, National Sales Manager, Servier

12:45 hrs

Panel Discussion All attendees will have an opportunity to get interact directly with the members of the panel to discuss a selection of the most interesting topics addressed during the conference. Suggested topics: TBA Panellists - Frank Evelien, Aldrin Fernandes, Ifti Ahmed, Sjaal Vink

• Customer centricity: Is it a strategy or an attitude?• Voice of customers• Account base selling• Do’s and Don’ts when implementing a dashboard• Integration of new channels in to Sales Force activities• Integration of new channels in to Sales Force activities• Evaluation of sales performance• Effective use of Social Media and new technologies

13:15-14:15 Complimentary Lunch

Section Two: Sales Force Excellence (Co- Chair by Deep Bhandari & Ifti Ahmed)

14:00 Session 5: The importance of Sales force capability assessments and how it impacted on performance improvements Agnes Benczik, Senior ConsultantIN-PHAX Consulting

15:00 Session 6 Providing a holistic brand experience Aldrin Fernandes, Industry Expert Speaker – CRM, Salesforce Automation & digital arena

• Connecting CRM, SFA, Digital• CRM, SFA, Digital• Building Online Relationships

15:45 Networking teas /coffees break with bakery delights

16:00 Session 7 SFE Models for Emerging Markets Deep Bhandari, Director Marketing & Sales Excellence UCB Ifti Ahmed, Managing Partner Titanium-Partners

16:45 Session 8 TBA Alper Alpetkin National Sales Manager, Merck

17:15 hrs

Open Round table discussion and debate• A practical approach to social media in Pharma.• Is it the right time to unblock the access to social networking sites to

leverage these tools for your businesses success?• Social media ‘Etiquette’ in Workplace!• Are physicians and patients ready and willing to enter the world of online

media?

17:50 hrs

Closing remarks and wrap up by Chair: Ganesh Ganeswaran18:10 hrs

Coctail Reception – Networking Opportunity All attendees are welcome to join at the complimentary cocktail reception. An extended opportunity to network and benchmark.

DAY 115th October 2014 8.35 Registration / Check-in and Morning Coffee and Tea 8:50 Opening Remarks by Chair Ganesh Ganeswaran

www.kp-morgan.com / [email protected] Two Days Conference

Introduction and General Flow (Ganesh & Mervyn) 10 minutes



Section Three: Evolving Commercial Models - (Co-chair by Pierre Morgon)9:05 Session 9 Sales Force Excellence: “From SF Training to SF Development – A journey in transformation” Maria Struckmann, Head Sales Force Development & TrainingSanofi

• Rationale for SF Development• From Awareness to Action• Our approch to SF development

9:45 Session 10 Centricity and the Patient Perspective Virgil Simons, President The Prostate Net

• Patient Centered Healthcare• Pharma and Patient Collaborations• Technology in Patient – Centric Matrix

10:30 Session 11 How to maximize your customer’s engagement to achieve behavioural change Pelin Icil, Marketing Manager Women’s Healthcare & LevitraBayer

11:10 Networking Teas/Coffees Break with bakery delights

11:30 Session 12 Evolving Commercial Models in Pharmacy Excellence Mervyn Ward, Director Rx Strategy Ltd

12:15 Session 13 The New Paradigm of Market Access Pierre Morgon, Chief Marketing Officer Cegedim

• Key trends impacting pharma industry’s interfacing with stakeholders

• Challenges for the industry• Organizational responses and how to measure effectiveness

13:00

Panel Discussion All attendees will have an opportunity to get interact directly with the members of the panel to discuss a selection of the most interesting topics addressed during the conference. Suggested topics:

• What should be the direct KPIs to measure the real SFE?• How to maximize your business profitability with your existing

sources• Efforts towards better customer engagement and better value

for the patients care• Fostering growth by using effective Contractual Sales

Organization• When to drive change?• HCP collaboration through on-line community platforms

Panellists - Mervyn Ward, Agathe Acchiardo, Pierre Morgon, Vigil Simons 13:30-14:15 Complimentary Lunch

14:15 Session 14 New Commercial Models to establish Excellence Agathe Acchiardo, Former Head of Commercial ExcellenceAstraZeneca

15:00 Session15 New Commercial Models to Deliver Customer Experience Matthias Witt, Managing Director Across Health

15:45 Networking teas /coffees break with bakery delights

Section Four: Change Management for Getting it Right First Time16:10 Session 16 Change Management for Getting it Right First Time Frank Evelien, Former Head of Customer Marketing, Pfizer Mervyn Ward, Director Rx Strategy UK

16:45

Round Table discussion and daily wrap up SessionOpen Round Table Discussion to summarize the information learned throughout the 2 days conference to raise final questions and comments.

17:15

Closing remarks by Chair Ganesh Ganeswaran


15th October 2014 8.35 Registration / Check-in and Morning Coffee and Tea Opening Remarks by Chairman – Oke Eleazu, Managing Director, Think outside In

DAY 216th October 2014 8.35 Registration / Check-in and Morning Coffee and Tea 8:55 Opening Remarks by Chair Ganesh Ganeswaran




A rewarding opportunity to visit Berlin

Berlin is a world city of culture, politics, media,

and science. Its economy is primarily based on

high-tech industries and the service sector,

encompassing a diverse range of creative

industries, research facilities, media corporations,

and convention venues. Berlin also serves as a

continental hub for air and rail transport and is a

popular tourist destination. Significant industries

include IT, pharmaceuticals, biomedical

engineering, biotechnology, electronics, traffic

engineering, and renewable energy. Berlin is

home to renowned universities, research

institutes, orchestras, museums, and celebrities

and is host to many sporting events.

Be a part of the notable thought leaders and

challenging executives who are perfecting the

practice of Commercial Effectiveness, and bring

the new ideas back to your organisation.

At a glance Past GCSFE Summit Berlin 2013 Recognized Key Note Speakers:

Susana Bento Business Planning Director, Global Commercial Capabilities, AstraZeneca

Agathe Acchiardo Head of Commercial Excellence, AstraZeneca

Yves Lavail Executive Director Europe, Commercial Excellence, Bristol-Myers Squibb

Maryse Le Hur-Gurunlian Associate Director Sales Excellence EMEA, Celgene

Roland Lepik Head of Baltics, Novartis

Bernd Stoiber Former Vice President, Strategy and Business Development International, AstraZeneca

Mervyn Ward Director, Rx Strategy Ltd

Simon Gledhill Expert Partner, iWisdom

Ishil Kusculuoglu Director Commercial Operations EMAP, GSK

Andreas Wandelt Vice President Sales and Marketing Services, Pfizer

Adrienne Major National Sales Manager, Servier

Lyn Wallace Partner, Wallace HCL

Deep Bhandari Director Sales and Marketing Excellence, UCB

… to name a few!

Got a question?

Contact Mr Andreas Raab: [email protected] Telephone: 0035316917443www.kp-morgan.com

2014 October_Global Commercial Sales Force Effectiveness Summit Berlin

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