Future Pharma 2018

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

7:30 am - 8:35 am Registration & Networking Breakfast

8:35 am - 8:45 am Welcome Remarks

Charleen Ring - Program Director Future Pharma
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Charleen Ring

Program Director
Future Pharma

8:45 am - 9:00 am Opening Address By Conference Chairperson

Jude Konzelmann - Principal ZS Associates

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Jude Konzelmann

Principal
ZS Associates

9:00 am - 9:20 am Using Predictive Analytics To Drive Your Rep's Next Action

Mike 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
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Mike Exton

Vice President & Head, Cardiovascular Franchise
Novartis

9:20 am - 9:40 am Boosting Commercial Performance With Medical, Marketing And Market Access Insights

Ana Cespedes Ph.D., MBA - Senior Vice President, Global Marketing and Strategy EMD Serono, a business of Merck KGaA
The percentage of new Rx claims paid for/approved by insurers has decreased by -30% in the period 2010-2013 vs 2014-2015: Managed Care Organizations (MCOs) and Pharmacy Benefit Managers (PBMs) are increasingly utilizing strict drug management approaches, also for innovative  and specialty medicines. Average copays are increasing 14-20%: patients are becoming more active in their treatment decisions and copays have an impact in patients filling prescriptions. Fifty per cent of Medicare reimbursements will be based in Value-based care by the end of 2018 and MACRA implications are changing physicians prescribing patterns.  In this context:

  • 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?
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Ana Cespedes Ph.D., MBA

Senior Vice President, Global Marketing and Strategy
EMD Serono, a business of Merck KGaA

9:40 am - 10:00 am Case Study: Creating A Framework For Multichannel Engagement

Paul Murasko - Senior Director, Multichannel Marketing Sunovian Pharmaceuticals
In an ideal world, multichannel engagement means both personal promotion (PP) and non-personal promotion (NPP), as well as ways of integrating both along the way. In the end, the goal should be to create a tailored and seamless journey for your customer. This case study shows concrete examples of:

  • Embedding the multichannel marketing concept and transform your  go-to-market approach 
  • Segmenting HCPs through attitudes and behaviors to personalize content and develop a channel mix within their work flow Improve physician engagement y combining personal and non-personal promotion 
  • Using analytics and automation to increase engagement with customers 
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Paul Murasko

Senior Director, Multichannel Marketing
Sunovian Pharmaceuticals

10:00 am - 10:20 am Morning Detox Breakout Sessions

You’ve heard three speakers talk about changes in the healthcare landscape and how to Pharma needs to adapt to be more customer-focused.  You’ll now have the opportunity to break into groups and talk more in-depth about what you just heard. Do you have concrete examples of how you and your team faced relevant challenges? Share them!

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 Expectations

Bryan 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?
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Bryan Cohen

North America Digital Platform Lead, Promotional Operations
Pfizer

11:20 am - 11:40 am How AI Empowers Data for Personal Promotion Needs

Fernando 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
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Fernando Schwartz

Chief Data Scientist
Prognos

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
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Greg Palko

Head, US Oncology
Sun Pharmaceuticals

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Eric Rothstein

Executive Director, Remote Engagement
Merck

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Dr. Donney John

Chief Clinical Officer
Pharmacist Partners

12:10 pm - 12:30 pm Demystifying Value-Based Care: Tamping The Gaslighting

John Sears - Director, Value-Based Care Commercial Strategy Janssen
Objectives:

  • 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
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John Sears

Director, Value-Based Care Commercial Strategy
Janssen

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Kiki Anku

Co-Founder & Chief Executive Officer
Crescendo

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Filip Witkowski

Co-Founder
Crescendo

12:40 pm - 1:40 pm Lunch

12:40 pm - 1:40 pm Private Lunch Hosted By CoverMyMeds

Track A: Multichannel Marketing In The Digital Age

1:40 pm - 1:50 pm Chairperson's Opening Address

Interested in chairing Track A? Contact Alicia Upchurch at 646-200-7452 or Alicia.Upchurch@wbresearch.com
Track B: Sales Force Effectiveness

1:40 pm - 1:50 pm Chairperson's Opening Address

Interested in chairing Track B? Contact Alicia Upchurch at 646-200-7452 or Alicia.Upchurch@wbresearch.com
IQVIA VP Think Tank

1:40 pm - 1:50 pm IQVIA VP Think Tank

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.ring@wbresearch.com

1:50 pm - 2:10 pm Case Study: Practical Applications For Implementing A Digital Center Of Excellence

Neil Keene - Blogger Digital Pharma
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 
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Neil Keene

Blogger
Digital Pharma

1:50 pm - 2:10 pm Case Study: Energizing Your Sales Team For An Extreme Culture Boost

Bob Rossilli - Vice President, Sales Bio Products Laboratory
Culture is a critically important, yet often overlooked piece of the commercial pharma puzzle. Having spent 24 years in Big Pharma, Bob saw the decline of culture first-hand as companies grew larger and a corporate mindset took hold.   While a company can have the best product on the market, their employees are just as much as a factor in that product’s success.
During this session, Bob will:

  • Share tried and true best practices for breeding a culture of collaboration
  • Hiring and retaining talent
  • What corporate can learn from small pharma
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Bob Rossilli

Vice President, Sales
Bio Products Laboratory

1:50 pm - 2:10 pm IQVIA VP Think Tank

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.ring@wbresearch.com

2:10 pm - 2:30 pm Networks & Technology: How They Create A Considerable Impact On Patient Lives

  • Leveraging technology to enable better patient outcomes
  • Enhancing patient care and outcomes by partnering with patient access counterparts to overcome barriers
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Don DeStefano

Vice President, Business Development
LexisNexis

2:10 pm - 2:30 pm IQVIA VP Think Tank

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.ring@wbresearch.com

2:30 pm - 2:50 pm Approaching AI In Pharma

Mark 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
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Mark Pizzini

Digital Strategy Lead, Business Unit
Pfizer

2:30 pm - 2:50 pm How To Move The Sales Needle Through Culture And Engagement

Frank 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  
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Frank Armenante

Director, Sales Execution
Novo Nordisk

2:30 pm - 2:50 pm IQVIA VP Think Tank

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.ring@wbresearch.com

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 Roundtables

Jonathan Lanznar - Director, Life Sciences Truveris
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.

Choose Two:

1. Topic TBD
Speaker TBD, Prognos

2. Planning For The Future of Patient Access
Jonathan Lanznar, Director, Life Sciences, Truveris

3. Becoming The Dream Partner For An Agency

4. Targeting Segmentation And How To Maximize Your Promotional Messages And Get Through Your Target Messages

5. Bringing Patient Centricity To Commercial Pharma

6. Enhancing Your DTC Campaigns By Segmenting Populations Through Health Analytics

7. Clinical Immersion For Your Sales Force

8. Getting Your Sales Team Engaged With Non-Personal Promotion Campaigns

9. Integrating Digital Drugs In Your Sales Strategy

10. Optimizing Engagement Through Your CRM Platform
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Jonathan Lanznar

Director, Life Sciences
Truveris

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 Perceptions

Grant 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 
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Grant Huang

Director, Established Product Portfolio Marketing
Otsuka Pharmaceutical

5:00 pm - 5:40 pm A "Pharmaforce" Original Case Study: Embracing And Executing On Patient-Centricity

Bryan 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
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Bryan Selby

Vice President, Sales & Marketing
Retrophin

5:40 pm - 6:10 pm Guest Speaker: Taking Lessons From The Patient

Patty 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.
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Patty Nece

National Board
Obesity Action Coalition

6:10 pm - 7:10 pm Kick Off Cocktail Reception In The Solutions Zone

7:10 pm - 7:10 pm Conclusion Of Day One