PharmaForce 2017

September 18 - 20, 2017

Hilton Austin, TX

Contact Us: 1.888.482.6012

Customer Engagement, Effective Partnerships and the Changing Healthcare Landscape

Tuesday, September 19, 2017

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7:30 AM Breakfast & Registration

8:30 AM Welcome Remarks

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]

8:40 AM Chairperson’s Opening Address

8:55 AM Opening Keynote Interactive: A Conversation with the C-Suite

Michael Lombard, Hospital CEO, Cornerstone Health

We’re living in a new age of healthcare, and It’s no secret that we don’t know our customer as well as we did twenty years ago, or even a decade ago.  Our hospital CEO keynote shares insights into how pharma should engage with the C-Suite from a partnership perspective. You heard it here first! Michael Lombard will answer the following questions:
What’s bottom line of a healthcare system? 
How are they getting reimbursed?
What exactly they’re looking for from a sales team and what does an effective partnership look like?
A “how-to” on  effectively engaging 

 Michael Lombard
Michael Lombard
Hospital CEO
Cornerstone Health

9:15 AM A Wake Up Call to Brand Teams From Your Friendly Neighborhood Payer

Kent Rogers, SVP, Industry Relations, OptumRX, UnitedHealth Group

Having spent 20+ years working in Pharma, Kent Rogers knows first-hand that the industry lacks a fundamental understanding of the payer landscape -- who payers are, what they do, and most importantly, what they need from brand teams. Now as an executive at one of the largest payers in the country,  Kent can offer a unique perspective into the complex Pharma/Payer relationship and why our current constructs don’t work. As Senior Vice President of Industry Relations for OptumRx, a division of Optum under the United Health Group enterprise, Kent's team is responsible for over $600M in procurement of brand, generic and specialty drugs, all contracting for rebate management of $80B in annual drug spend for all books of internal and external business with United Health Group.  His talk will address:
Understanding each other’s business: what Pharma needs to know about the payer business prior to commercialization, and visa versa
Engaging in a dialogue, starting with what payers need from brand teams
Timelines: when should your team start have a reimbursement plan in place? At what point are you falling behind?
Top payer trends to pay attention to in 2018 and beyond

 Kent Rogers
Kent Rogers
SVP, Industry Relations, OptumRX
UnitedHealth Group
Kent currently serves as the Senior Vice President, Industry Relations for OptumRx with responsibility for formulary and procurement contracting for all books of business on behalf of internal and external clients of United Health Group. OptumRx is the pharmacy benefit management division of Optum servicing over 66 million members and processi ...[Read More]

9:35 AM Changes in the Pricing and Reimbursement Landscape and What it Means to Product Managers / Commercial Development

John Alter, VP, Patient & Health Impact, Pfizer Essential Health Business Unit, Pfizer

Developing effective access strategies can be quite the challenge, especially this evolving healthcare landscape. John Alter discusses the current intricacies of reimbursement, and what you need to do to ensure coverage for commercial excellence. 
As the US moves from volume to value, what trends have the greatest impact on access
What are US payers expecting from pharma as a result of these trends
Are Value Based Agreements delivering on expectations
How can pharma and payers work together to meet future access demands 

 John Alter
John Alter
VP, Patient & Health Impact, Pfizer Essential Health Business Unit
Pfizer
John is currently Vice President, Global Health and Value for Pfizer’s Essential Health business unit, which has worldwide sales of more than $20B from a portfolio of over 700 molecules including biosimilars, sterile injectables and solid oral dosage forms. The portfolio is the result of Pfizer’s research and development as well as from the ac ...[Read More]

9:55 AM Crossfire Panel 2.0: Early Insights--The Impact of the New Trump Administration

Moderated By:
Michael Capaldi
, Lead, US Public Affairs Cardiovascular Unit, Sanofi

John Colleran, Principal, Todd Strategy Group

Larry Westfall, VP, Value-Based Care, Pharmacist Partners

Bob Rossilli, Vice President, Sales, Bio Products Laboratory

What can we expect over the next 4-8 years, post the 2016 election?  It’s no secret that the state of national healthcare will impact how we sell, to whom we sell, pricing, market access, and most importantly, the customer landscape. We’ve brought our expert panel  to discuss:
The changing administration and its impact on healthcare delivery systems
Addressing the current political climate and get up to speed on current and future policies
The role of PBMs 
Understanding how it affects healthcare and the pharma industry
Getting up to date on healthcare reform  and how it impacts the customer 
Learning how companies and suppliers can help hospitals maximize their health economics proponents 

 John Colleran
John Colleran
Principal
Todd Strategy Group

 Larry Westfall
Larry Westfall
VP, Value-Based Care
Pharmacist Partners

 Bob Rossilli
Bob Rossilli
Vice President, Sales
Bio Products Laboratory

Moderated By:

 Michael Capaldi
Michael Capaldi
Lead, US Public Affairs Cardiovascular Unit
Sanofi

10:30 AM Morning Refreshment Break in the HR Hub

11:10 AM Delivering Impact through Customer-Centric Partnerships

Paul Darling, Principal, ZS Associates

The U.S. healthcare marketplace has undergone dramatic changes, including the shift in power away from physicians and towards large payers & provider systems as they take on more risk and want demonstrable value. This has made pharma’s traditional model less relevant.
 
In response, pharmaceutical companies must reinvent the way they go to market by focusing on the unique needs of complex corporate customers to create a customer-centric engagement strategy, including:
•        Customer insights for complete local healthcare markets, including all stakeholders’ needs and interactions
•        Marketing and value propositions that stress the impact on health and value metrics
•        Expansion to dozens of roles that can work as a coordinated team
•        Objectives that align multiple functions in the organization

 Paul Darling
Paul Darling
Principal
ZS Associates
Paul Darling is a Principal with ZS Associates in the firm’s San Francisco office.  Paul assists life sciences companies in evaluating new markets, acquisitions, and licensing opportunities as well as developing the associated go-to-market strategies.  He has presented at several industry conferences on the topics of forecasting, asset valuation, a ...[Read More]

11:30 AM Evolution or Revolution part 2: How Life Sciences organizations are evolving to meet the changing market needs

Jennifer Muszik, Commercial Excellence Director, Roche Diagnostics Corporation

What a difference a year makes!  It has become clear the US Healthcare Market is continuing to evolve to meet the ever changing demands of the market, healthcare provider organizations and most importantly, patients.   
Jennifer again surveyed leading pharmaceutical, medical technology and solutions organizations to see how they are changing to meet the needs of the market- focusing on trends, emerging topics, and how respondents felt the presidential election results would impact the industry.
In this session, she shares her findings, observations and insights into how pharma can embrace the new reality. Attendees will gain insights on:
•         Evolving the individual roles and organizational structure to meet the needs of a collaborative selling environment
•         Updating their KPIs and other performance measures and processes
•         Utilizing tools and technology to both accelerate and sustain those changes
•         Engaging with internal departments to set the sales team up for success

 Jennifer Muszik
Jennifer Muszik
Commercial Excellence Director
Roche Diagnostics Corporation

11:50 AM Innovation Spotlight

John Santaferraro, Chief Analytics Officer, Educational Measures, LLC

 John Santaferraro
John Santaferraro
Chief Analytics Officer
Educational Measures, LLC
John Santaferraro is the chief analytics officer at Educational Measures. With 20 years of experience as a big data analytics imagineer, he is responsible for driving the next-generation of meeting and event analytics. Previously, he was the interim CMO at Diyotta and vice president of marketing at ParAccel until it was purchased by Actian, where h ...[Read More]

12:00 PM Patient-Centricity as a Source of Innovation in Marketing

Kasia Hein-Peters, Head of Vaxelis (PR5I) and Marketing, Sanofi

Patient-centric marketing approach can be a powerful source of innovation. This session focuses on:
Improving insights gathering through novel methods of market research
Using behavioral economics to advance our understanding of patient’s choices
Developing 360⁰ patient journey
Examples of insight-driven innovative marketing solutions
 Kasia Hein-Peters
Kasia Hein-Peters
Head of Vaxelis (PR5I) and Marketing
Sanofi

12:20 PM Keynote: How Early Intervention Can Improve Patient Health

Jason Bhan, MD, Co-Founder & Chief Medical Officer, Prognos

•• Tracking and predicting disease earlier
•• Utilizing AI and predictive analytics for early
intervention
•• Lessons from a rare disease marketing
campaign

 Jason Bhan
Jason Bhan
MD, Co-Founder & Chief Medical Officer
Prognos
Jason Bhan, MD, is a Family Physician and serves as the Chief Medical Officer at Medivo. He is regarded as a national expert in the applications of technology to healthcare and medicine, a topic on which he speaks regularly at institutions and conferences, such as Health 2.0, mHealth, New York’s eHealth Collaborative, and Health Datapalooza. He als ...[Read More]

12:40 PM Panel: Does a culture of patient centricity really lead to better outcomes? Before and after results from the field.

Moderated By:
Jill Donahue
, Author, EngageRX

David Fortanbary, Head Of Commercial Training, UCB Pharmaceuticals

Jay Graves, VP, Sales, Roche

David Lewis, VP Marketing, Valeritas

Dallas Moores, Senior Sales National Trainer, Bayer

Hear from four leaders about why and how they shifted from script-centric to patient-centric sales and marketing efforts and what their outcomes were.
 David Fortanbary
David Fortanbary
Head Of Commercial Training
UCB Pharmaceuticals

 Jay Graves
Jay Graves
VP, Sales
Roche

 David Lewis
David Lewis
VP Marketing
Valeritas

 Dallas Moores
Dallas Moores
Senior Sales National Trainer
Bayer
Starting as a pharmacist, Dallas has always been focused on optimizing patient outcomes. She brings thirty years of experience creating and delivering game changing programs for pharma professionals to help them focus on optimizing patient outcomes while building sales – and having fun! She is a  Senior National Trainer at Bayer Inc in Canada. ...[Read More]

Moderated By:

 Jill Donahue
Jill Donahue
Author
EngageRX

For All Attendees

1:10 PM Luncheon

Invitation only

Invite-Only: Luncheon Think Tank

Contact program director Charleen Ring for inquiries regarding invitations.

Track A – Innovations For Your Sales Force

2:10 PM DEEP-DIVE A - Follow The Yellow Brick Road: The Wonderful Wizard of Sales Simulation

Brad Hummel, Oncology Sales Training Consultant, Bristol-Myers Squibb

From small biotech to pharmaceutical giants, Brad Hummel will take us on a journey highlighting best practices and lessons learned from his 15+ years of experience working with sales simulation programs.
Real-Plays vs Role-Plays
Developing customer profiles and scenarios based on real-world data 
Using sales simulation programs to reinforce selling models
Incorporating soft skill development into program design
Virtual walk-through of “In-House Medical Centers”

 Brad Hummel
Brad Hummel
Oncology Sales Training Consultant
Bristol-Myers Squibb

Track B – Digital Marketing Madness

What's In A Name? The Psychology Behind Drug Naming (And Why It Matters To The Patient)

Ben Locwin, Global Head of Research and Development Learning, Biogen

Whether or not you know it, drug companies spend months naming their pharmaceutical products. In this fascinating talk, Dr. Locwin will deconstruct how drugs are named, why it's important, and what FDA says about it:

What drug naming is all about
Should we use a 'Q' or a 'K'? The rules and conventions about drug naming
What does it matter to the consumer (DTC, patient-physician visits, etc.)?
The future of the practice (including biosimilars, biobetters, and beyond)

 Ben Locwin
Ben Locwin
Global Head of Research and Development Learning
Biogen

Track A – Innovations For Your Sales Force

2:30 PM DEEP-DIVE A - Follow The Yellow Brick Road: The Wonderful Wizard of Sales Simulation

Continued

Brad Hummel, Oncology Sales Training Consultant, Bristol-Myers Squibb

From small biotech to pharmaceutical giants, Brad Hummel will take us on a journey highlighting best practices and lessons learned from his 15+ years of experience working with sales simulation programs.
Real-Plays vs Role-Plays
Developing customer profiles and scenarios based on real-world data 
Using sales simulation programs to reinforce selling models
Incorporating soft skill development into program design
Virtual walk-through of “In-House Medical Centers”

 Brad Hummel
Brad Hummel
Oncology Sales Training Consultant
Bristol-Myers Squibb

Track B – Digital Marketing Madness

Case Study: Social as a Disruptor

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

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

Track A – Innovations For Your Sales Force

2:50 PM Keynote: Approaching Compensation And Information To Sales Ops

Giving reps actionable managed care information
Taking your fire hose of data and adapting it into something tangible that sales reps can use
Outcomes and insights from groups using these data tactics

Track B – Digital Marketing Madness

10 Ways to Wow HCPs : A Look at Engaging and Emerging Digital Platforms

Michael Banks, President, The Doctors Channel

 Michael Banks
Michael Banks
President
The Doctors Channel

Track A – Innovations For Your Sales Force

3:10 PM Case Study: Core Steps To Building Your Sales Dream Team

Bob Rossilli, Vice President, Sales, Bio Products Laboratory

Recruiting the right talent has everything to do with your commercial success. But what should you really be looking at during your acquisition. 
An update on sales internships, do they work? 
Valuable programs for upper management and new hires 
Hiring full-time vs. contracting out
 Bob Rossilli
Bob Rossilli
Vice President, Sales
Bio Products Laboratory

Track B – Digital Marketing Madness

Understanding the Disease Value Chain to Design an Ecosystem for Engagement: A Glimpse Into The MSLifeLines Online Community

Venkat Thiruvallur, Senior Director, Global Strategic Marketing, EMD Serono

Venkat Thiruvallur
Senior Director, Global Strategic Marketing
EMD Serono

Track A – Innovations For Your Sales Force

3:30 PM Behavioral Science for Your Sales Force

Jay Graves, VP, Sales, Roche

Evolve the Core- Using Behavior Science to Create High Performing Teams:  With the dynamic and challenging health care landscape today, we have to think differently about the skills and support structure we employ for our field sales and marketing teams.  Using behavior science as a foundation for change, Jay has created a template on how to evolve a sales and marketing team into a high performing group that can excel and win in the most challenging markets.  

 Jay Graves
Jay Graves
VP, Sales
Roche

Track B – Digital Marketing Madness

Keynote TBD:

Adam Houston, Associate Director, Cross Brands Marketing, Takeda Pharmaceuticals USA, Inc.

 Adam Houston
Adam Houston
Associate Director, Cross Brands Marketing
Takeda Pharmaceuticals USA, Inc.

3:50 PM Afternoon Refreshment Break in the HR Hub

4:30 PM Powering Commercial Teams with Market Access Insights

Lance Scott, CEO, Zephyr Health

Najur Runganadhan, Strategic Insights & Analytics, Novartis

A recent report entitled "Powering the life sciences commercial engine with market access insights" discusses the changing dynamics between market access and commercial teams, and the industry's current state versus future plans to re-engineer the business. Some of the opportunities highlighted in this report that we will discuss in these interactive round-table sessions include:
Identifying the gaps and siloes between market access and prescriber-facing teams
Putting commercial teams in the driver's seat by upskilling them on market access insights as part of a pull-through strategy with prescribers and patients
Equipping teams with technology that integrates market access data dynamically, from multiple sources, and disseminates insights across the organizatio

 Lance Scott
Lance Scott
CEO
Zephyr Health

 Najur Runganadhan
Najur Runganadhan
Strategic Insights & Analytics
Novartis

5:00 PM The ONE Question Top Reps/Marketers Ask Each Morning And Other Secrets of Pharma’s Top Influencers

Jill Donahue, Author, EngageRX

Dallas Moores, Senior Sales National Trainer, Bayer

People are influenced by those they TRUST, ADMIRE and believe CARE FOR THEM. So how are we doing in pharma?

Our industry is in a “crisis of trust” according to Edelman’s Trust Barometer. If we are to continue to fulfill our mission to save and improve lives, we have got to turn this around. The one thing all sales programs have in common is a focus on the script. What if that’s the one thing that is preventing you from achieving breakthrough results? 

Learn one small change that has made a tremendous difference for others. 

Engagement experts Jill Donahue and Dallas Moores delve into: 
Evidence of the connection between patient centricity and profitability in sales/marketing
Real-world examples of what patient-centric selling/marketing looks like 
What you can do today to make a difference tomorrow  

 Jill Donahue
Jill Donahue
Author
EngageRX

 Dallas Moores
Dallas Moores
Senior Sales National Trainer
Bayer
Starting as a pharmacist, Dallas has always been focused on optimizing patient outcomes. She brings thirty years of experience creating and delivering game changing programs for pharma professionals to help them focus on optimizing patient outcomes while building sales – and having fun! She is a  Senior National Trainer at Bayer Inc in Canada. ...[Read More]

5:30 PM Champagne Roundtable Discussions

Choose Two

Doron Aspitz, CEO, Verix

John Alter, VP, Patient & Health Impact, Pfizer Essential Health Business Unit, Pfizer

Kasia Hein-Peters, Head of Vaxelis (PR5I) and Marketing, Sanofi

Jenna Weed, Sr. Manager, Sales Training, AMAG Pharmaceuticals

Venkat Thiruvallur, Senior Director, Global Strategic Marketing, EMD Serono

Jason Menzo, Sales and Marketing Vice President, Sun Pharmaceuticals

1.Speeding Up Time To Value With A Market Specific BI Approach 
Doron Aspitz, CEO, Verix

2.Changes In The Pricing And Reimbursement Landscape And What It Means To Product Managers / Commercial Development
John Alter, VP, Global Health & Value, Global Established Pharma Business Unit, Pfizer

3.Partnering with the Competition – An “Almost”  Start-Up with Big Pharma Flare  
Kasia Hein-Peters, Vaxelis (PR51) Marketing Head, Sanofi Pasteur 

4.Topic TBD  
ZS Associates
 

5.Topic TBD 
Medivo

6.How to Do More With Less: Building Training Capabilities in Small to Mid-Sized  Companies    
Jenna Weed, Senior Manager, Sales Training, AMAG Pharmaceuticals 

7.Understanding the Disease Value Chain to Design an Ecosystem for Engagement: A Glimpse Into The MSLifeLines Online Community
Venkat Thiruvallur, Senior Director, Global Strategic Marketing, EMD Serono  

8.Building A World-Class Culture Through A Mindset Of Service  
Jason Menzo,  VP, Sales & Marketing, Sun Pharma

 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]

 John Alter
John Alter
VP, Patient & Health Impact, Pfizer Essential Health Business Unit
Pfizer
John is currently Vice President, Global Health and Value for Pfizer’s Essential Health business unit, which has worldwide sales of more than $20B from a portfolio of over 700 molecules including biosimilars, sterile injectables and solid oral dosage forms. The portfolio is the result of Pfizer’s research and development as well as from the ac ...[Read More]

 Kasia Hein-Peters
Kasia Hein-Peters
Head of Vaxelis (PR5I) and Marketing
Sanofi

 Jenna Weed
Jenna Weed
Sr. Manager, Sales Training
AMAG Pharmaceuticals

Venkat Thiruvallur
Senior Director, Global Strategic Marketing
EMD Serono

 Jason Menzo
Jason Menzo
Sales and Marketing Vice President
Sun Pharmaceuticals

6:30 PM Cocktail Reception in the Social Zone

7:30 PM End of Day 2











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