Day One - 23rd September 2020
8:00 am - 8:45 am Registration & Networking
8:45 am - 8:50 am Welcome Address: Worldwide Business Research
8:50 am - 9:00 am Chairperson’s Opening Remarks
Succeeding with Patient-Centricity
9:00 am - 9:20 am Opening Keynote: How to best build integrative patient solutions and deploy a patient-centric mindset across all of your global employees
· How you can move to a values-based approach and generate higher overall patient health as an indicator of success
· How to make patient-centricity work at an enterprise perspective – encouraging employees across a wide range of roles to keep patients front of mind
· How can you best engage with patients during early R&D stages to better understand their pain points and develop truly patient-centric solutions?
· How can you evolve your sales model to make the patient the key topic when you communicate with HCPs, national payers and government payers?
9:20 am - 10:00 am Panel & Interactive Polling: Lessons from big to mid-size pharma companies: What are the step changes you should make in your sales and marketing campaigns and digital capabilities to succeed with patient-centric strategies in local markets?
· Moving from a ‘one size fits all’ sales approach: How can you scale a flexible and agile global sales strategy to tailor to different markets and different products lines to best support your local sales reps?
· How can you localise your marketing messaging to each customer marketplace to enable your sales reps to have more relevant conversations and boost the business bottom line?
· How can you launch new marketing campaigns to drive awareness of new treatments within key markets that will be most receptive to them and deliver value at scale?
· How can you best organise your people, processes and technologies to drive digital transformation across the business and become truly patient-centric with real-time solutions?
10:00 am - 10:20 am Keynote: How to kick-start and sustain a real step-change towards digital-first to increase cost efficiencies, streamline internal processes and boost performance across your business
· How can you break down internal silos and inspire legacy mind-sets to encourage greater collaboration between your commercial, market access and medical departments?
· How can cross-functional teams leverage digital tools to succeed with more efficient processes and deliver greater ROI?
· How can you best work alongside your medical teams more during the production of customer content to build greater credibility and boost brand value?
· How can you create cross-functional teams to implement agile workflows, where each team has clearly defined and aligned objectives?
10:20 am - 10:40 am Patient Keynote: Advancing patient advocacy - how pharma companies can involve patients in their processes to realise the best patient outcomes
· What do we mean by ‘patient-centricity’, and how can pharma companies drive levels of patient involvement to achieve the best outcomes?
· Real-life examples of how patient advocacy and input have led to successful results
· How can you quantify the value and impact of patient advocacy on wider society and on your company?
· How patients and pharma companies can work together more productively to move forward the voice of the patient
Emma Kinloch
Founder, Salivary Gland Cancer UK & Consumer LeadNCRI (National Cancer Research Institute)
10:40 am - 11:20 am Future Pharma Speed Networking & Morning Networking Break
Share challenges, inspire new ideas and overcome common obstacles with your peers through a series of brief exchanges. Take this opportunity to work the room and meet with your fellow commercial leaders one-on-one to make new connections and help you reach your business goals.
Driving Cultural Transformation
11:20 am - 11:40 am Keynote: Championing the voice of your patient across the enterprise: How to build a commercial roadmap that delivers real value-add patient-centric solutions to stand out in today’s competitive market
· How can you build a 360˚ view of each customer to better understand their needs and develop localised solutions across your product-lines to serve a global customer base?
· How can you leverage a design thinking approach to product development to create personalised products and services for your customers?
· What new skillsets will customer-facing teams have to develop as the pharma industry continues to evolve and what role they will play in the increasingly digital pharma market of the future?
· What are the key processes, people and technologies you need to implement to successfully scale a customer-centric approach across your organisation?
11:40 am - 11:50 am Panel: Workforce 2.0: How can you best attract top talent and use innovative training schemes to upskill existing staff to thrive in the increasingly digitalised and customer-centric landscape?
Maintaining a highly skilled and engaged workforce is paramount for pharma companies to remain competitive and futureproof their business. Our expert panel will explore how you can build up the skillsets of your employees, positioning them to take full advantage of new digital tools and innovative business models.
· How you can best upskill your sales and marketing teams to increase their knowledge and adoption of digital tools and empower them in their roles
· How can you better connect your marketing, sales and business leaders to embrace new ways of working and increase success rates with a connected approach?
· How you can best train your staff to understanding the decision-making processes of patients and customers, so they can design more differentiated and value-add campaigns that win new business and encourage loyalty
· How can you best form a strategic partnership with HR to build a winning employee value proposition that successfully incentivises and retains top talent?
11:50 am - 12:10 pm Customer Case study: Why pharma Go-To-Market models are not changing at the pace they need to, and what needs to be done differently
· Why Pharma thinks it’s changing when foundational Go-To-Market models remain the same
· Key challenges and conflicts which prevent transformation success
· Sequencing people, process and technology change to accelerate and maximise benefit realisation
· Practical tips and learnings from leading organisations navigating their change agenda
· How to drive meaningful behavioural change and avoid becoming another statistic
12:10 pm - 12:30 pm Keynote Talk: Insights from the US pharma market: Content and consumerism - How you can take advantage of digital channel trends to drive greater engagement rates
· How does the disruption in cross-industry communications and consumerism impact engagement between pharma companies and customers?
· How can you identify which direction disruption will come from and what you can do to stay relevant in the changing landscape?
· How US pharma companies are using omni-channel approaches to successfully communicate with customers
· Examples of greatness – use cases of how pharma companies are delivering value through social media advertising by using what they already have
12:30 pm - 12:50 pm Keynote: Shifting your commercial model from a mass-market to a target-market approach to provide personalised customer experiences that reinforce your company’s competitive edge
· Developing future-proofed marketing and sales functions and a knowledge based commercial organisation
· Building a marketing and sales system with a smaller, more agile and smarter sales force
· Marketing and selling to an interdependent value chain of payers, providers and patients
· How you can clearly demonstrate the value that your brands add to patients
12:50 pm - 2:10 pm Networking Lunch
12:50 pm - 2:10 pm Lunch Workshop: *Open to a maximum of 15 Heads of Commercial Excellence, Sales and Marketing*
Building a World Class Sales Force
2:10 pm - 2:15 pm Chair’s Welcome:Building a World Class Sales Force
2:15 pm - 2:55 pm Interactive Interview: How can you introduce innovative training programmes to increase capabilities and boost sales across your sales force?Join our panel of experts to hear about the most dynamic training programmes out there, to both inform and engage your salesforce.
· How can you implement immersive training programmes that meet the needs of your local sales reps and drive greater results across your diverse global salesforce?
· How can you secure buy-in for digital tools from your sales reps to support their face-to-face meetings with on-demand information?
· Achieving commercial excellence with new sales models: Which digital tools are best placed to help train your sales reps to improve their negotiation skills and objection handling to increase success rates?
Building a World Class Sales Force
2:55 pm - 3:35 pm Case Study: How to develop a global digital platform that combines offline and online channels and creates connected customer journeys· How can you ensure your digital activities interface smoothly with the face-to-face interactions of your salesforce to create a seamless customer journey?
· What are the critical components of a global digital platform that will clarify your value proposition and empower your salesforce?
· How can you leverage digital sales channels to sell your value proposition to all stakeholders in the buying chain?
· How can you build the infrastructure to support a centralised and in-house model that accelerates digital transformation?
Building a World Class Sales Force
3:35 pm - 3:55 pm Case Study Interactive: How to transform the role of your salesforce to best support the modern customer journey and better serve the needs of HCPs and patients whilst driving cost-efficiencies· Changing the mindset of your salespeople: How can you co-create new sales strategies with your sales reps to find new and innovative solutions to customer pain points?
· How to build a customer-centric incentive programme that appeals to both younger and older sales reps and keeps customer needs front of mind
· How can you shift the mindset of your sales team to collaborate more with other functions and achieve shared goals?
· How to identify and partner with an influencer within each sales team to motivate the wider team and meet your sales transformation goals
Building a World Class Sales Force
3:55 pm - 4:15 pm Oxford Style Debate: Digital technology will completely remove the need for sales reps in the next 5 years – For & AgainstFor: Louise Hope, Sales Development Manager, Commercial Operations, Orion Corporation
· Webinars, emails and centrally managed databases will become the most efficient way for HCPs to learn about and purchase, new drugs and therapies
· Technology developments will make automated communications even more relevant and valuable than today’s face-to-face interactions
Against: Nick Spicer, Head of Specialty Care, International Marketing, Allergan
· Digital technology will never be advanced enough to replace the value of human interaction and cater to the nuanced needs of HCPs across various indications and geographies
· The optimal solution is to revolutionise the sales role so that technology is working in harmony with humans and augmenting their efforts
Boosting Digital Marketing Performance
2:10 pm - 2:15 pm Chair’s WelcomeBoosting Digital Marketing Performance
2:15 pm - 2:55 pm Case Study Interactive: How to co-create with company stakeholders to build customer-centric marketing strategies that strengthen your customer relationships· How can you shift from product-centric marketing strategies to values-based marketing campaigns to attract and retain more customers?
· How can you build an agile marketing processes to better respond to changing market conditions and evolving customer needs?
· How can you best monitor your customer response rates to build more relevant campaigns with personalised content that evokes greater response rates?
· How can you successfully promote the USPs of each product line through your marketing messaging to differentiate yourself in a competitive market?
Boosting Digital Marketing Performance
2:55 pm - 3:35 pm Interactive Interview: How can you implement a truly connected omni-channel marketing strategy to better engage with healthcare decision makers in the most cost-effective way?With all the available communications channels at your disposal, it can be difficult to know which ones will yield the best ROI for your business. Our expert panel will share their experiences and tips on executing a winning omnichannel strategy.
· How can you identify which channels best engage HCPs in different s geographies and across specific brands to build more personal campaigns that increase your marketing success rates?
· How can you track changes in customer behaviour to optimise your digital marketing channels and ensure your content is relevant, meaningful and user-friendly?
· How can you merge your marketing channels into one omni-channel ecosystem to deliver a seamless customer experience with informative and relevant messaging?
· How can you best promote your offerings to HCPs and patients through digital channels whilst remaining compliant with changing market regulations?
Boosting Digital Marketing Performance
3:35 pm - 3:55 pm Case Study: How to launch personalised marketing campaigns that best service key stakeholders and drive engagement levels from the wider decision-making unit· How can you best segment your customer data to create targeted personalised content that serves the different needs of your customers and drives response rates?
· How to leverage insights from customer data to communicate relevant material with HCPS and patients on their chosen channel to build long-lasting one-to-one relationships with every customer
· What are the best approaches to building direct relationships with customers based on a real value-add exchanges with omnichannel marketing?
· How can you better collaborate with your sales team to get deeper insights into customer accounts to create future marketing materials that are truly personalised?
Ignacio Quiles Lara
Former Senior Director of Global Marketing & Commercial OperationsAbbvie
Boosting Digital Marketing Performance
3:55 pm - 4:35 pm Interactive Interview: How can you take a patient-centric approach to develop a Personalised Healthcare Strategy that positively impacts patient experience and outcomes, and can be optimally implemented at LOC level?· How can you successfully promote launch brands to win more new business and build loyal customers in new markets?
· How can you leverage customer data and HCP feedback from local markets to know which marketing channels and customer content will work best in new markets and keep ahead of the competition?
· Ensuring access and setting a fair price that gives you access to as many patients as possible
· How can you use patient insights gained during the R&D phase to inform your marketing campaigns and champion the voice of the patient in all your marketing activities?
· What are the latest innovations that you should be adding to your tool kit to best support patient-centric marketing strategies?
· How can you better collect and analyse customer data from historical marketing campaigns to inform future strategies with key insights and boost your engagement rates?
Succeeding with a Commercial Excellence Roadmap
2:15 pm - 3:35 pm Synergy Workshop: What are the critical success factors to build a connected CRM system which enables more dynamic collaboration and information-sharing between your sales and marketing teams?· How can you integrate new digital tools into your CRM system to increase access to valuable insights and build stronger connections between your commercial teams and the wider business?
· How can you ensure your sales and marketing teams are logging and accessing information correctly on your CRM to ensure a holistic view of each customer profile?
· How to best collect, store and analyse meaningful data points on your CRM to support your sales and marketing teams and meet the diverse needs of your global customer base
· How can you incentivise your workforce to fully utilise your CRM to better create, monitor and share customer account information and take a truly connected approach to serving customer needs?
Succeeding with a Commercial Excellence Roadmap
3:35 pm - 4:05 pm Synergy Workshop: How can you build a commercial excellence roadmap that delivers value and drives organisational change?· Understanding your current Go-To-Market model and setting the foundations for successful change
· Building a roadmap that drives value across customer, employee and commercial
· Sequencing people, process and technology change to accelerate and maximise benefit realisation
· Navigating functional silos and organisational challenges
· Tools and frameworks that set you up for success
4:15 pm - 4:45 pm Afternoon Networking Break
4:45 pm - 5:25 pm Panel & Interactive Polling: What is the best approach to boosting collaboration across the healthcare market, with pharma companies, HCPs, solution providers and patients to realise new patient-centric solutions that benefit wider society?
Gianpaolo Cicchelli Head of Sales & Marketing Oncology Woman Franchise, Italy AstraZeneca
Romika Bhowmick Senior Manager - Digital Commercial, Europe & International Markets Teva Pharmaceuticals
Dirk Abeel Global Medical Sales Director Reckitt Benckiser
Emma Kinloch Founder, Salivary Gland Cancer UK & Consumer Lead NCRI (National Cancer Research Institute)
Creating solutions that simultaneously benefit patients, customers, society and your business is a key challenge for most pharma companies. Join our pannelists as they share top tips on how collaboration between industry stakeholders can help to turn this vision into a reality.
· How can pharma companies and HCPs explore new ways of working together to raise awareness around key health issues within the wider population?
· How can commercial leaders work in partnership with doctors to ensure the right treatments are reaching the right patients?
· How can increased information sharing help to develop products that satisfy the needs of the future market whilst navigating the evolving pan-EU pharma landscape?
· How can you best collaborate with other pharma companies to collectively overcome legal and regulatory hurdles when developing new solutions for HCPs and patients?
· How strategic alliances can help pharma companies to strengthen their position
Romika Bhowmick
Senior Manager - Digital Commercial, Europe & International MarketsTeva Pharmaceuticals
Emma Kinloch
Founder, Salivary Gland Cancer UK & Consumer LeadNCRI (National Cancer Research Institute)
5:25 pm - 5:55 pm Guest Speaker: Transferable lessons from FMCG giants - Top tips on how to leverage customer-centric communication strategies to enhance engagement, drive sales and boost brand loyalty
· What digital innovations are being trailed to increase customer engagement in the FMCG sector and how can these be applied to the pharma landscape?
· How to build connected multichannel capabilities to get a 360˚ view of each customer and build more personalised campaigns that increase response rates
· What are the latest technologies you should be considering to better support your sales and marketing teams when interacting with customers?
· How can you secure buy-in from your commercial teams to test new customer engagement strategies and keep up with the demands of today’s customer needs?
