PharmaForce 2017

September 18 - 20, 2017

Hilton Austin, TX

Contact Us: 1.888.482.6012

Evolving Your Commercial Model to Transform Marketing Insights into Sales Activities

Monday, September  18, 2017

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7:30 AM Breakfast & Registration

8:30 AM Welcome Remarks & Ice Breaker

Charleen Ring, Program Director, PharmaForce

 Charleen Ring
Charleen Ring
Program Director
PharmaForce
Charleen is an experienced content director, market researcher and published author with a passion for creative storytelling. She produces innovative b2b networking conferences that serve as platforms to help businesses and professionals create narratives that inspire and foster connectivity between industry thought leaders. Her portfolio currently ...[Read More]

8:45 AM Chairperson’s Opening Address

9:00 AM How Transforming the US Business Model Can Help Achieve Sales Force Effectiveness

Robert Lisicki, SVP, Chief Customer Officer, Daiichi Sankyo

A discussion on innovative thinking and unique customer effectiveness measurement approaches to compete more effectively in a rapidly evolving healthcare environment.
 Robert Lisicki
Robert Lisicki
SVP, Chief Customer Officer
Daiichi Sankyo
Rob has successfully led US, International and Global commercial teams over the course of his career. 
Currently, he serves as the Senior Vice President & Chief Customer Officer at Daiichi-Sankyo, having joined in August 2014. Rob is accountable for leading the transformation of Daiichi-Sanyko from a large Primacy Care Company to a ...[Read More]

9:25 AM Engaging Your Key Stakeholders To Transform Your Commercial Model

Debra Hussein, Head of Marketing, Lilly USA, LLC

We’ve heard from sales, now how about marketing? Transforming your commercial infrastructure can be daunting for everyone involved. There are a number of pressing questions to consider: When is the right time to change the way we run things?  How can we turn marketing insights into sales activities? What role does training play in all of this? 
Driving a team-oriented, problem-solving  culture of collaboration between marketing, sales and training 
Translating marketing insights into sales activities 
Identifying leadership roles, recruiting new talent and boosting change management initiatives  
Standardizing  for consistence and tracking success

 Debra Hussein
Debra Hussein
Head of Marketing
Lilly USA, LLC

9:50 AM Panel Interactive: Deconstructing Your Silos – A Friendship Clause For Sales, Marketing And Training

Brian Peters, Vice President, Marketing, Medac Pharma

Lawrence Bressler, Senior Director, US Launch Lead- Rare Disease, Shire

Aleks Alacahan, VP, Sales, Salix Pharmaceuticals. Ltd.

Matt Barry, Associate Director, Urology Marketing, Astellas

When you look towards the future of sales, what do we see? How about the future of marketing? In this discussion, we’re asking our expert panelists to look at sales through a marketing lens and visa versa. They’ll share strategies for how they integrate sales, marketing, and even training
The reasons that silos exist and why they should be dismantled 
How to take steps to form a collaborative culture between divisions 
Eliminating friction between marketing and sales
Integrating the sales team into the marketing planning process
Project sharing and how it’s worked (and didn’t work) for them
 Brian Peters
Brian Peters
Vice President, Marketing
Medac Pharma

 Lawrence Bressler
Lawrence Bressler
Senior Director, US Launch Lead- Rare Disease
Shire

 Aleks Alacahan
Aleks Alacahan
VP, Sales
Salix Pharmaceuticals. Ltd.
Aleks Alacahan serves as Vice President, US Sales for GI, Key Accounts and Pain divisions of Salix Pharmaceuticals, bringing nearly 20 years of commercial experience within the biopharmaceutical industry.  He was promoted to Vice President in December 2015 after serving as Director of Sales for US-West since January, 2014. Mr. Alacahan joined Salix ...[Read More]

 Matt Barry
Matt Barry
Associate Director, Urology Marketing
Astellas

10:25 AM Case Study: Identification in Translating Marketing and Patient Insights into Actions

Tom Mccourt, CCO, SVP, Marketing & Sales, Ironwood Pharmaceuticals

Using the wildly successful partnership venture,  My GI Health, as a case study, Tom McCourt takes a closer at how his team aimed to improve  patient/physician engagement, as well as payer views. Tom will address:
Leveraging technology to improve the quality of patient-physician dialogues 
A look at how the use of market insights changed over time and  how My GI Health continues to impact brand growth
Big high-end brands that came down to a simple insight and how that insight became actionable
Hear examples of how Tom’s team translated those actions into a marketing strategy and tactical plan
 Tom Mccourt
Tom Mccourt
CCO, SVP, Marketing & Sales
Ironwood Pharmaceuticals

10:45 AM Morning Refreshment Break in the Pharma

11:15 AM Effectively Tying Together Efforts of National Accounts and Your Sales Force

Jon Zwinski, Senior Vice President, Sales, Chiesi USA Inc

With responsibility for all sales, national accounts, sales training, managed care, corporate accounts, and contracting functions within Chiesi, Jon Zwinski has had much success aligning the strategies of national accounts and his field force. Jon will discuss:
Core roles for national accounts vs. sales and how those efforts need to come together
Best practices for joining those efforts
A tactical approach for to bring this practice to your own organization

 Jon Zwinski
Jon Zwinski
Senior Vice President, Sales
Chiesi USA Inc

11:35 AM Innovation Spotlight: Driving Operational Business Results Through Vertical Analytics In Critical Business Processes - The P&G Journey

Andy Walter, VP, Commercial Services; Retired Board & Strategic Advisor, Procter & Gamble; Verix

 Andy Walter
Andy Walter
VP, Commercial Services; Retired Board & Strategic Advisor
Procter & Gamble; Verix

11:45 AM Innovation Exchange: Rotation #1

Choose three of eight topics:

Doron Aspitz, CEO, Verix

Lance Scott, CEO, Zephyr Health

These Innovation Exchange roundtable discussions are the crux of the Integration Focus Day. Sit down with 10-15 other pharma executives, share solutions to common challenges, and ask the burning questions you need an answer to. Because no other vendors attend these roundtables, you’ll be pleased by how candid the conversations are. Plus you get to choose your own adventure: pick the two topics that will pack the biggest punch for your 2017 commercial strategies.
#1  Vertical vs. Horizontal approach to BI and Analytics 
Doron Aspitz,  CEO, Verix 

#2 Can Market Access Data And Insights Power Sales And Marketing Alignment?  
Lance Scott, CEO, Zephyr Health

#3 Topic TBD 
ZS Associates
 

#4  Pricing Management and the Cross-Section Between Sales and Marketing  

#5 Getting Sales on the Same Page for Your New Product Launch

#6 Storytelling through Data

#7  Utilizing Customer Engagement Tools

#8 Technology in the Field – Sales Training and Development Learning Tools

 Doron Aspitz
Doron Aspitz
CEO
Verix
Doron Aspitz is a visionary and seasoned executive, with over 20 years of technical and business management experience in growing technology companies in dynamic markets. Doron specializes in building and expanding early-stage companies with a customer-centric approach.
Doron was previously co-founder, chairman, and CEO of Blue Pum ...[Read More]

 Lance Scott
Lance Scott
CEO
Zephyr Health

1:15 PM Luncheon

Track 1: Sales Training, Education and Development

2:15 PM Case Study: Reinventing The Training Wheel: A How-To

Keith Willis, Associate Director, Cardiovascular, Sales Training, Bristol Myers Squibb

Keith Willis has spent a lot of time seeking the answer to the following question: How do we re-invent training with a mature and traditional sales force? Here’s what he’s uncovered so far:
Developing “mini curriculums” and itineration points for training  
Aligning  meeting time with curriculum
Integrating marketing tools 
Working on adaptive and personalized learning
Understanding what “good measurement” means
 Keith Willis
Keith Willis
Associate Director, Cardiovascular, Sales Training
Bristol Myers Squibb

Track 2: Case Study: Launching Your Digital Innovation Process

Case Study: Launching Your Digital Innovation Process

Mark Pizzini, Internal Medicine Business Technology Lead, Pfizer

At PharmaForce 2016, Mark Pizzini shared his experience leading a patient-facing digital program, and how his team strategically leveraged digital, social and mobile to increase patient reach and engagement. This year, Mark will update us on Digital Innovation across the Patient Journey
How digital is changing and shaping the patient journey and where we are seeing opportunities. 
Seeding Digital innovation - How Pfizer Innovative Health does it

 Mark Pizzini
Mark Pizzini
Internal Medicine Business Technology Lead
Pfizer

Track 1: Sales Training, Education and Development

2:35 PM Systems of Care: Simplify and Navigate the IDN Marketplace with Provider Profile, Affiliation and Relationship Data, and Volume-Based Medical Claims Intelligence

Don DeStefano, Vice President, Business Development, LexisNexis Risk Solutions

Recent changes and pressures amid health care reform, industry consolidation and expanding regulations has transformed the life sciences landscape. As individual health care providers have merged into Integrated Delivery Networks or IDNs and become a more significant sales target for pharma clients, there is an increasing need for data to help navigate today’s highly complex, layered web of IDN relationships. 

In this session, we will examine the evolving health care landscape, the complex and layered nature of IDNs and the related challenges, questions and demands in navigating IDNs. In addition, we will explore solutions for success with IDNs by looking at a case study that helps determine which organizations are associated with particular therapeutic areas, and how to value an IDN for your company as a whole, as well as for each brand.  

 Don DeStefano
Don DeStefano
Vice President, Business Development
LexisNexis Risk Solutions

Track 2: Case Study: Launching Your Digital Innovation Process

Keynote: Topic TBD

Executive Speaker, CoverMyMeds

Track 1: Sales Training, Education and Development

2:55 PM Case Study: More Than Metrics – Talent, Execution, Culture And Operations

Amy Tamburrino, Assoc.Director, Sales Force Effectiveness, Lundbeck, Inc

Amy’s team determined what they needed to do outside of just metrics to be successful in their sales force effectiveness this past year.  She’ll take you through Lundbeck’s journey and steps, including:
Re-optimizing  and brainstorming what other areas they needed to focus on
Taking a closer look at talent, execution, culture and operations, and putting a plan in place for each
Work streams that addressed these areas and how they exceeded their billion dollar goal
Breaking the silos between marketing and sales and training 

 Amy Tamburrino
Amy Tamburrino
Assoc.Director, Sales Force Effectiveness
Lundbeck, Inc

Track 2: Case Study: Launching Your Digital Innovation Process

Case Study: A New Operating Model To Transform Across Marketing

Jennifer Adams, Director, Global Marketing, Bristol-Myers Squibb Company

Utilizing Marketing Operation Functions worldwide, BMS is transforming across marketing with a new Operating Model. Jennifer Adams will share findings and discuss:
Their remit, strategic objectives for 2014-2017
A heavy focus on marketing automation
Rolling out a new platform software 
Data about efficiencies gained 

 Jennifer Adams
Jennifer Adams
Director, Global Marketing
Bristol-Myers Squibb Company
Jennifer Adams is the Worldwide Marketing Operations Lead at Bristol Myers Squibb. She has been instrumental in setting up the Marketing Operations role and model in the US and its expansion across EU/EMAC and Asia.  She will be speaking at PharmaForce on the transformation of the Worldwide BMS Marketing execution model, efficiencies gained th ...[Read More]

3:15 PM Afternoon Refreshment Break in the Social Zone

3:55 PM Panel: Connecting the Dots Between Your Digital Transformation and Customer Engagement

Tom Mccourt, CCO, SVP, Marketing & Sales, Ironwood Pharmaceuticals

Tracy Yedlin, Sr. Manager, Customer Engagement and Innovation, Takeda Pharmaceuticals

Dan Henry, Executive Director of Life Sciences Solutions, Outcome Health

Where does your digital transformation begin and your and digital customer engagement end? Often, these two things are very much intertwined. Our panelists will discuss
Providing value-based care to both the customer and patient through a digital lens
Investing in storytelling capabilities 
Real-world examples of on digital transformations
Communicating  with customers
Embedding customer engagement into the way we work from a digital perspective 
 Tom Mccourt
Tom Mccourt
CCO, SVP, Marketing & Sales
Ironwood Pharmaceuticals

 Tracy Yedlin
Tracy Yedlin
Sr. Manager, Customer Engagement and Innovation
Takeda Pharmaceuticals

 Dan Henry
Dan Henry
Executive Director of Life Sciences Solutions
Outcome Health

4:30 PM Panel: Pharma Key Account Management: Driving Effective Partnerships With Key Stakeholders

Jon Zwinski, Senior Vice President, Sales, Chiesi USA Inc

Aleks Alacahan, VP, Sales, Salix Pharmaceuticals. Ltd.

John O'Connor, VP, Sales, AMAG Pharmaceuticals

It’s no secret that sales reps aren’t engaging directly with physicians as they had in the past, and this is a direct result of the US’s Physician Payment Sunshine Act. This has opened the door to a number of new stakeholders with influence over prescribing behaviors -- including payers, government institutions, PBMs, pharmacists, and even nurses.  Low and behold an uptick in key account management (KAM) teams. This panel takes a look at pharma’s varying key account management strategies. Discussion points include:
The changing role of the traditional sales rep
The intersection of market access, health economics, marketing and sales
Meaningful engagement with key stakeholders  
Developing key account management programs under sales or market access

 Jon Zwinski
Jon Zwinski
Senior Vice President, Sales
Chiesi USA Inc

 Aleks Alacahan
Aleks Alacahan
VP, Sales
Salix Pharmaceuticals. Ltd.
Aleks Alacahan serves as Vice President, US Sales for GI, Key Accounts and Pain divisions of Salix Pharmaceuticals, bringing nearly 20 years of commercial experience within the biopharmaceutical industry.  He was promoted to Vice President in December 2015 after serving as Director of Sales for US-West since January, 2014. Mr. Alacahan joined Salix ...[Read More]

 John O'Connor
John O'Connor
VP, Sales
AMAG Pharmaceuticals

5:05 PM PharmaForce TexMex Fiesta

After your whirlwind day of people strategy discussions, you deserve a drink. Join your fellow attendees for some cocktails and TexMex bites!

6:05 PM End of Day One











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