September 26 - 28, 2018
The Westin Copley Place, Boston, MA
Contact Us: 1.888.482.6012
Day One: September 26, 2018 | Looking Outward: The Journey Towards A Truly Customer-Centric Model
Day One: September 26, 2018 | Looking Outward: The Journey Towards A Truly Customer-Centric Model Day Two: September 27, 2018 | Looking Inward: Culture Shifts In Your Commercial Model & Bridging The Gap Between Marketing And Sales Day Three: September 28, 2018 | Looking Forward: The Future Of Pharma
7:30 am - 8:35 am Registration & Networking Breakfast
9:00 am - 9:20 am Using Predictive Analytics To Drive Your Rep's Next ActionMike Exton - Vice President & Head, Cardiovascular Franchise Novartis
Machine learning and predictive analytics are invaluable tools for not only your marketing team, but your sales rep. In this keynote, Mike Exton, VP and Head of Novartis' cardiovascular franchise, will talk you through best practices for using analytics to guide your rep's next action. Mr. Exton will cover:
- Navigating the analytics landscape
- How marketing can arm reps with information to sell more effectively
- A glimpse into the future of analytics
Mike ExtonVice President & Head, Cardiovascular Franchise
9:20 am - 9:40 am How To Leverage Patient Understanding And Policy Insights To Maximize Commercial SuccessMichael J. Ruggiero - Vice President, Head of Global Healthcare Government & Public Affairs Franchise Business Partners EMD Serono, a business of Merck KGaA, Darmstadt, Germany
Our business is moving towards a business to consumer business. How are we incorporating the insights of this important customer into our commercial strategies?
Today’s dynamic macro environment presents challenges that derail commercial success, influencing prescribing behaviors, payer and regulator’s framework and patient access. How to systematically anticipate and mitigate these risks as part of our commercial strategy? How to even offer novel ways to sharpen our competitive edge.
- How to develop integrated marketing strategies with a multi-customer view
- How to increase commercial performance by integrating "pull-through" strategy across teams, from market access, to medical, to marketing, to field sales?
- How to define objectives and coordinate the go-to-market approach for those teams?
Michael J. RuggieroVice President, Head of Global Healthcare Government & Public Affairs Franchise Business Partners
EMD Serono, a business of Merck KGaA, Darmstadt, Germany
9:40 am - 10:10 am Case Study Revolution: Bringing A GI Solution To Patients Through MultichannelTom Mccourt - Chief Commercial Officer Ironwood Pharmaceuticals
10:20 am - 11:00 am Morning Buzz Networking And Refreshment Break
11:00 am - 11:20 am The Evolution Of Consumerism: How Amazon And Netflix Are Setting The Pace For Customer ExpectationsBryan Cohen - North America Digital Platform Lead, Promotional Operations Pfizer
Consumerism is well on its way to radically changing healthcare. If we’ve learned anything this past decade, it’s to never underestimate the powers that be at disrupters like Amazon and Netflix. Just ask the former CEOs of Borders and Blockbuster who famously dismissed the rise of these companies as passing fads and not relevant to their industries. In Pharma, there seems to be mixed implications about what Amazon’s recent play into the healthcare space means. Whatever the outcome, the industry needs to keep pace and continue meeting the bar for new expectations. This session will open up an important dialogue about what commercial pharma can do to keep up with the ever-changing expectations of consumers.
- Examining cross-industry disruption, the evolution of consumerism
- How to avoid becoming the next Blockbuster or Borders
- Bringing it full circle – why should Pharma care?
Bryan CohenNorth America Digital Platform Lead, Promotional Operations
11:20 am - 11:40 am How AI Empowers Data for Personal Promotion NeedsFernando Schwartz - Chief Data Scientist Prognos
This session will explain how AI-powered alerts can feed direct selling and digital promotion. Highlights include:
· Empowering diagnostics data with AI
· How alerts serve personal promotion
· Real-world case study
Fernando SchwartzChief Data Scientist
11:40 am - 12:10 pm Panel: Engaging With HCPs In An Age Of IDN Consolidation And Diminishing AccessGreg Palko - Head, US Oncology Marketing Sun Pharmaceuticals Eric Rothstein - Executive Director, Remote Engagement Merck Dr. Donney John - Chief Clinical Officer Pharmacist Partners Tim Zima - PRA Strategic Marketing Lead Acacia Pharma, Inc.
HCP access is tricky in the current healthcare climate, and it’s not just a question of what has worked for your commercial team, but what hasn’t worked. Mistakes made and lessons learned are just as crucial to navigating this complex environment as your success stories. Our panel will dive deep into this messy world of consolidation and diminishing access and share their insights, concerns and predictions for the future. Our esteemed panel will:
- Discuss how marketing can partner with sales to effectively engage with HCPs and healthcare systems
- Assess the tools that sales can use from marketing to better engage with customers
- Examine real-life successful collaborations between sales and marketing used to best engage healthcare providers to provide clinical education and information
- Share examples of mistakes made and lessons learned
Greg PalkoHead, US Oncology Marketing
Eric RothsteinExecutive Director, Remote Engagement
Dr. Donney JohnChief Clinical Officer
Tim ZimaPRA Strategic Marketing Lead
Acacia Pharma, Inc.
12:10 pm - 12:30 pm Demystifying Value-Based Care: Tamping The GaslightingJohn Sears - Director, Value-Based Care Commercial Strategy Janssen
- Gain fundamental understanding of Medicare drivers of value based care
- Understand how managing risk drives behavior change across the stakeholder set
- Model what’s driving value-based care in a given disease or condition
John SearsDirector, Value-Based Care Commercial Strategy
12:30 pm - 12:40 pm Innovation Spotlight: How To Simplify Communication From Content Source To Field Teams On A Branded iPad Presentation ToolKiki Anku - Co-Founder & Chief Executive Officer Crescendo Filip Witkowski - Co-Founder Crescendo
12:40 pm - 1:40 pm Lunch
12:40 pm - 1:40 pm Private Lunch Hosted By CoverMyMeds
IQVIA VP Think Tank
1:40 pm - 2:40 pm IQVIA VP Think Tank - Is Your Patient Support Program Creating A Frictionless, Connected And Relevant Engagement Experience For Your Patients?Javier Castillo - Executive Director, Program Design & Strategy , Health Management Solutions IQVIA Peter Lammers - Vice President of Contract Sales and Medical Service IQVIA
Is Your Patient Support Program Creating A Frictionless, Connected And Relevant Engagement Experience For Your Patients?
A patient’s experience with your brand starts well before the drug is administered. The challenges may be obvious, but solutions may be challenged by siloed service lines. Come meet your peers to discuss common hurdles of creating a patient experience and solutions to enrollment, integration, and ongoing engagement of patients.
Our Think Tanks are invite-only meet-ups in a private room, set away from the busy hustle and bustle of the conference.
Seating is limited. To request your space, contact Program Director Charleen Ring at 646-200-7948 or Charleen.firstname.lastname@example.org
Javier CastilloExecutive Director, Program Design & Strategy , Health Management Solutions
Peter LammersVice President of Contract Sales and Medical Service
1:50 pm - 2:10 pm Case Study: Practical Applications For Implementing A Digital Center Of ExcellenceNeil Keene - Multichannel Marketing Expert Independent
There are a number of steps and barriers to consider when launching a digital center of excellence. Our speaker shares practical guidelines and lessons learned for teams looking to build out a digital hub of their own.
- Understanding the value and how it can improve your ROI
- Getting started and overcoming budget restrictions
- Hindsight key takeaways
Neil KeeneMultichannel Marketing Expert
1:50 pm - 2:10 pm NPP = New Personal PromotionChris Gish - Former VP, US Sales Sunovian Pharmaceuticals
NPP = New Personal Promotion
The acronym “NPP” is ubiquitous and generally always means “Non Personal Promotion” as opposed to the “Personal,” field-based representative selling approach. The digital era has transformed the way HCP customers interact with pharmaceutical manufacturers. As HCPs have become more comfortable interacting digitally, the total number of field-based representatives is substantially lower today versus a decade ago. Though field-based selling teams have shrunk in the past decade, they won’t disappear as some have predicted. Pharmaceutical companies that leverage the best elements of personal and non-personal promotion will create a compelling model that is the “New Personal Promotion”.
Chris GishFormer VP, US Sales
2:10 pm - 2:30 pm Case Study: Technology Innovations That Drive Expedited Results In HUB ModelsKara Kearns - Strategic Data Partner CoverMyMeds
Case Study: Technology innovations that drive expedited results in HUB models
Kara Kearns, Strategic Data Partner, CoverMyMeds
- Accelerating access for patients and providers from days to hours
- 21st century innovations in HUB support improve accuracy and timeliness
- How to connect innovation and human interaction in a meaningful way for HUB support
Kara KearnsStrategic Data Partner
2:10 pm - 2:30 pm Drive Commercial Intelligence With Innovative SolutionsDon DeStefano - Vice President, Business Development LexisNexis
2:30 pm - 2:50 pm Approaching AI In PharmaMark Pizzini - Digital Strategy Lead, Business Unit Pfizer
Mark Pizzini will open up with hard hitting examples, the hype, the noise, the stats around implementing artificial intelligence in pharma. He will share:
- Pfizer’s framework
- How to spot opportunities
- Some Pfizer examples
Mark PizziniDigital Strategy Lead, Business Unit
2:30 pm - 2:50 pm How To Move The Sales Needle Through Culture And EngagementFrank Armenante - Director, Sales Execution Novo Nordisk
Most teams look at driving sales performance as a science; which focuses on analytics, crunching numbers, and choosing actions that are the most logical. There is another side to sales performance challenge, and that is the art of crafting a culture of success and having multiple touchpoints with your teams. Driving performance does not come from one avenue alone, and we will discuss how to best balance your approach.
- Overview of the challenge on balancing science vs art to move the sales needle
- Discussion around opportunities to build culture, what works vs what doesn’t
- Examples of culture and engagement methods to build and enhance your teams
Frank ArmenanteDirector, Sales Execution
2:50 pm - 3:00 pm Innovation Spotlight
2:50 pm - 3:00 pm Innovation Spotlight
3:00 pm - 3:40 pm Networking & Refreshment Break In The Solutions Zone
3:40 pm - 4:40 pm Pharma Leaders Innovation Exchange RoundtablesJonathan Lanznar - Vice President, Client Services Truveris Ashish Patel - Chief Strategy Officer CareSet Systems Fernando Schwartz - Chief Data Scientist Prognos
To learn how you can host a Pharma Leaders Roundtable, contact Alicia Upchurch at 646-200-7452 or Alicia.Upchurch@wbresearch.com
Sit down with 10-15 other pharma commercial innovators, share solutions to common challenges, and ask the questions that’s have been keeping you up at night. The conversations are candid and one of the most anticipated times of the day. Plus you get to choose your own adventure: Pick the two topics that will pack the biggest punch for your 2018 commercial strategies.
#1 How AI Empowers Data for Personal Promotion Needs
Fernando Schwartz, Chief Data Scientist, Prognos
#2 Planning for the Future of Patient Access
Jonathan Lanznar,Vice President, Client Services, Truveris
#3 100% Medicare Advantage data is now available, find out how this changes everything
Ashish Patel, Chief Strategy Officer, CareSet Systems
Jonathan LanznarVice President, Client Services
Ashish PatelChief Strategy Officer
Fernando SchwartzChief Data Scientist
4:40 pm - 5:00 pm Patient Support Program: How Patient Support Programs Can Help To Overcome Formulary Barriers, Help Patients Stay On Therapy And Drive Positive Physician Coverage PerceptionsGrant Huang - Director, Established Product Portfolio Marketing Otsuka Pharmaceutical
- The role of patient support programs and challenges
- Key tactics to provide support: provide assistance where needed
- An integrated solution – what else can copay programs do?
- HCP coverage message
Grant HuangDirector, Established Product Portfolio Marketing
5:00 pm - 5:40 pm A "Pharmaforce" Original Case Study: Embracing And Executing On Patient-CentricityBryan Selby - Vice President, Sales & Marketing Retrophin
Last year at PharmaForce, Bryan Selby met Jill Donahue and decided sitting in the audience that she could help him and his team. Jill’s philosophy resonated with Bryan, and the two paired up to create the foundation for Retrophin’s next national sales meeting. Bryan will share how he was able to take an idea that inspired him and turn it into actionable insights. During this case study, Bryan will map out:
- The inspiration behind bringing patient-centric learnings to his sales team
- How he used patient-centricity to build deeper engagement and greater influence among the Retrophin sales force
- How Retrophin, as a company, embraces the patient as their collective WHY
Bryan SelbyVice President, Sales & Marketing
5:40 pm - 6:10 pm Guest Speaker: Taking Lessons From The PatientPatty Nece - National Board Obesity Action Coalition
Let’s face it – patients are the reason you’re in this industry. Whether or not your focus is on DTC or patient-centricity, you care about the people taking your drugs. You want to save lives. Every so often, you hear from a patient who truly inspires you – they remind you why you work so hard to do what you do.
Patty NeceNational Board
Obesity Action Coalition