Future Pharma 2018

September 26 - 28, 2018

The Westin Copley Place, Boston, MA

Contact Us: 1.888.482.6012

Day Two: September 27, 2018 | Looking Inward: Culture Shifts In Your Commercial Model & Bridging The Gap Between Marketing And Sales

7:15 am - 8:30 am Registration and Networking Breakfast

7:15 am - 8:30 am Private Breakfast Workshop

Interested in hosting a private breakfast? Contact  Alicia Upchurch at 646-200-7452 or Alicia.Upchurch@wbresearch.com

8:30 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 Remarks By The Conference Chair

Interested in chairing Day 2? Contact Alicia Upchurch at 646-200-7452 or Alicia.Upchurch@wbresearch.com

9:00 am - 9:20 am Bursting The Pharma Bubble: The Journey Towards A Truly Customer-Centric Mindset

Amy West - Senior Director, Patient Marketing & Digital Health Innovation Novo Nordisk
Pharma lives in a bubble, and sometimes we focus all of our attention and resources on the wrong things, like empowering sales reps and building the best darn marketing organization in the world. While those things are absolutely needed (and we’ll talk more about those best practices later), the reality is:  our focus should be first and foremost on the customer. The world for HCPs is changing rapidly, and as an industry, we need to evolve to meet and address those changes in order to be truly customer-centric. Our opening keynote will address:

  • Delivering on the constantly evolving bar of customer expectations 
  • Focusing on the customer experience that will in turn lead to better business results 
  • Lessons learned from shifting our focus outside of our commercial model and onto the customer
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Amy West

Senior Director, Patient Marketing & Digital Health Innovation
Novo Nordisk

All too often, there is a disconnect between sales and marketing. We’ve talked about it here at this conference each year, and yet it never gets old. There’s always more to discuss.  We’ve packed our panel with marketing and sales leaders who will delve into the tools that sales needs from marketing to be successful, and visa versa. 

  • An overview of the relationship between personal and non-personal channels
  • Hear examples of successful partnerships between personal and non-personal channels
  • Looking ahead: Best practices for marketing and sales alignment
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Dave Moore

Senior Vice President, Commercial
Novo Nordisk

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Brian Peters

Vice President, Marketing
Medac Pharma

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Mike Moran

Vice President & Head of Sales, US
Eagle Pharmaceuticals

10:00 am - 10:20 am Moving From Volume-Based To Value-Based Healthcare

John Alter - Vice President, Global Health & Value, Global Established Pharma Business Unit Pfizer
John will discuss what Pharma can do to accelerate the move from a utilization marketplace to a value-based, health outcomes marketplace. To address increasing healthcare costs, ecosystem players are taking various actions:

  • Consolidation  (CVS + Aetna)
  • PBMs exerting more Buyer power
  • Shifting cost burden and patient affordability
  • Increasing public and political scrutiny of Pharma Pricing
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John Alter

Vice President, Global Health & Value, Global Established Pharma Business Unit
Pfizer

10:20 am - 11:00 am Networking And Refreshment Break In The Solutions Zone

11:00 am - 11:20 am Case Study: The Art And Science Of Behavior Change That Drives Sales Performance

Danielle Geissler Ph.D. - Principal CLG
The behavior of your pharmaceutical sales organization – from EVP of Sales to frontline sales reps – is at the core of your ability to achieve sales targets. In other words, whether or not targets are met often hinges on whether people repeatedly and consistently demonstrate critical behaviors with direct linkage to results.

There’s an art and a science to effective behavior change. The science helps uncover why sales reps act in a way that may be counterproductive to achieving results. It helps identify opportunities to change their environment to get the desired outcomes. The art shows up in the way leaders use the behavioral information surfaced to address gaps and barriers in leadership support, work processes, communications, and measurement. Both elements are needed to drive change and an accountability process must be in place to sustain the gains.

Hear early results about an organization that has implemented these essential elements of sales behavior change and learn how they:

  • Pinpointed critical sales and leadership behaviors that were inconsistent or challenging
  • Analyzed the environment to understand and systematically remove barriers to performance
  • Enabled leaders to coach towards sustainable behavior change in their sales reps
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Danielle Geissler Ph.D.

Principal
CLG

11:20 am - 11:50 am Lightning Case Study Round: A 360 View On Launch Excellence

Jay Sabbah - Senior Director, Marketing - Zoster GlaxoSmithKline
During this session, you will hear from three launch leaders, as they map out their product’s journey, from launch planning to launch excellence. Each will share how they maximized their resources within the constraints of the industry, how they competed with limited resources, and how they successfully navigated their launch. Each speaker will get 10 minutes to share their story, followed by a panel and Q&A.

Lightning Case Study #1 – 5 Key Success Factors to Launching New Pharma Brands
Jay Sabbah, Senior Director, Marketing, Zoster, GlaxoSmithKline

Lightning Case Study #2 – Topic TBD
Speaker, TBD

Lightning Case Study #3 – Topic TBD
Speaker, TBD
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Jay Sabbah

Senior Director, Marketing - Zoster
GlaxoSmithKline

8:00 am - 8:30 am Panel: Launch Candor – Embedding Candor And Transparency Into Your Organization's Ethos

Jay Sabbah - Senior Director, Marketing - Zoster GlaxoSmithKline

Following our Launch Planning To Launch Excellence Case Studies, our speakers will join fellow experts on the stage to speak more candidly about the launch stories they’ve just shared, and why transparency and communication was the biggest factor in their success. This is your opportunity to ask questions and join in on the conversation. 

In the next 3-4 years, there will be more drug launches than there have been in the past 19! So now more than ever, companies need to ensure they’re doing everything they possibly can to bring their drugs to market successfully. Without candid communications and transparency amongst your team, the likelihood of something going wrong increases. Our panel will share tips on:

  • Why cross-functional communication is a must!
  • Ensuring the flow of information is seamless across the organization
  • Identifying and mitigating risks as early as possible
  • Completing a post-mortem analysis to identify what worked and what didn’t 
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Jay Sabbah

Senior Director, Marketing - Zoster
GlaxoSmithKline

12:20 pm - 12:40 pm Case Study

12:40 pm - 1:40 pm Lunch

12:40 pm - 1:40 pm Private Lunch

1:40 pm - 2:00 pm The Evolution Of The Chief Data Officer

Bharti Rai - Chief Commercial Data Officer Bayer
In the last 3-4 years, Bayer created the role of Chief Commercial Data Officer for their Pharma Business – a breakthrough role that has yet to be adopted by many other players in the industry. The organization saw issues with data quality and a need to update and clean up the processes.  Through this, data management had emerged as a function in itself – not quite IT and not marketing, but somewhere in the middle. The Chief Commercial Data Officer, Bharti Rai,  will discuss:

  • Utilizing data assets and advanced analytics techniques as different ways to see to the market
  • Setting up a centralized data strategy department within the Pharma Business 
  • Identifying key stakeholders who understand the role of data in the business
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Bharti Rai

Chief Commercial Data Officer
Bayer

2:00 pm - 2:20 pm Case Study: Using Digital Tools To Get Reach And Exposure In The World Of Shrinking Sales Forces

Eric Rothstein - Executive Director, Remote Engagement Merck
Both sales and marketing struggle to define an engagement model that leverages customer preferences and capabilities to ultimately meet the customer’s business needs. This case study shows how our speaker: 

  • Developed and evolved their engagement strategy and integrated it across all communication channels 
  • Leveraged their remote sales capabilities 
  • Delivered a customer experience that made sense for the customer
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Eric Rothstein

Executive Director, Remote Engagement
Merck

1:40 pm - 2:20 pm The Power Of Influence Breakout Session

Carol Perriccio - Manager, Sales Training Zoetis
In the 45 minute Power of Influence Presentation, attendees will receive a top line introduction to bestselling author, Dr. Robert Cialdini’s powerful and universal principles of persuasion that are scientifically validated, evidenced based and proven to increase compliance in multiple business sectors and organization roles.  

Influence Forward workshops are based largely upon the work of Dr. Robert Cialdini, and his New York Times bestseller Influence: Science & Practice, which sold over 12 million copies sold and has been noted in USA Today as one of the top 12 business books of all time. 
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Carol Perriccio

Manager, Sales Training
Zoetis

The list of women in leadership positions continues to grow in the Pharma Business, but it hasn’t always been an easy road to the top. Our esteemed panel will lead an open and honest conversation around challenges faced as a woman in life sciences and expectations for the future of leadership development. Additionally, the panel will address:

  • Contributions to the industry by female leaders
  • What our male allies can do to help foster growth and development
  • Meaningful Q&A discussion
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Bharti Rai

Chief Commercial Data Officer
Bayer

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Wendy Kouba

Vice President, Brand & Communications
Teva Pharmaceuticals

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Sandra Sexton

Director, Consumer Marketing
Regeneron Pharmaceuticals

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Amy West

Senior Director, Patient Marketing & Digital Health Innovation
Novo Nordisk

2:50 pm - 3:30 pm Networking And Refreshment Break

Track A:
Learning & Development

3:30 pm - 3:40 pm Opening Remarks By The Track Chair

Interested in chairing Track A? Contact Alicia Upchurch at 646-200-7452 or Alicia.Upchurch@wbresearch.com
Track B:
Data Insights & Analytics For Your Marketing Mix

3:30 pm - 3:40 pm Opening Remarks By The Track Chair

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

3:40 pm - 4:00 pm Case Study: The Matrix Team - Upscaling Account Management To Drive Better Customer Engagement

Keith Willis - Associate Director, Cardiovascular, Sales Training Bristol-Myers Squibb
Keith Willis and his team have been in process restructuring their division by upscaling their district manager roles to be more account-focused. Hear from Keith on how his team rolled out an advanced model in order to have more meaningful conversations with customers.

  • Upscaling district managers and changing up their job functions to take on more account roles
  • Providing messaging to customers – have our customers trained to do that 
  • Aligning with marketing to gain insights into their role and how they can help – helping people have more effective conversations
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Keith Willis

Associate Director, Cardiovascular, Sales Training
Bristol-Myers Squibb

The sophistication of the consumer has catapulted over the past decade, and the amount of info pharma can access on a given individual is extensive. This session dives into:

  • Gaining access into meaningful consumer data – where to look
  • How brand marketers can access consumer data to inform marketing decisions 
  • Identifying the right channels to market based on consumer insights
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J.D. Lineen

Global Channel Lead, Web & Mobile, Global Commercial Strategy & Platforms
GlaxoSmithKline

4:00 pm - 4:10 pm Innovation Spotlight

4:00 pm - 4:10 pm Innovation Spotlight

4:10 pm - 4:30 pm Case Study: Kicking It Old School With Pencils & Spiral-Bound Notebooks

Joseph Williams - Associate Director, Sales Training Astellas
While everyone else was going high tech, Joseph Williams and his team decided to “kick it old school” and go back to the fundamentals of the classroom. In this case study, he will share his experience with:

  • When to say “NO” to virtual/e-learning platforms
  • Using a live classroom for learning and development training 
  • Lessons learned (pun intended)
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Joseph Williams

Associate Director, Sales Training
Astellas

4:10 pm - 4:30 pm Insights Into The Payer Data Arena

The payer is a big player in the new healthcare landscape, and now more than ever, marketers are tapping into payer data to help enhance their marketing strategies. 

  • Looking into the sophistication of payer data and how it compares to other data sources
  • How payer data informs healthcare decisions 
  • Real world examples of how to use payer data

4:30 pm - 4:50 pm The Pathways Of A Field Sales Development Plan

Adam Shandler - Director, Talent Acquisition & Talent Development Dr. Reddy’s Laboratories
The outcomes of a high potential sales rep development program do not have to be one size fits all. Nor does it have to result in merely a sales leadership position. Join Adam Shandler as he discusses the Field Development Program at Dr. Reddy’s branded business Promius. Learn how the “FDP” is tied to prescriptive Individual Development Plans and how the program offers exposure to roles in the home office, field marketing, payor strategy, and yes, sales management. Adam will discuss how this program emerged, the internal application process, and why it’s offered to only six sales reps. An FDP like this one just might be right for your organization.
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Adam Shandler

Director, Talent Acquisition & Talent Development
Dr. Reddy’s Laboratories

4:30 pm - 4:50 pm Case Study: Enhancing Your DTC Campaigns By Segmenting Populations Through Health Analytics

There’s more out there than physician data – and more and more pharma companies are turning their attention towards DTC campaigns – especially as patients are taking a more active role in their healthcare. 

  • Measuring consumer/patient engagement through health analytics
  • Case study: How we did it  
  • The future of data-driven DTC marketing

4:50 pm - 5:10 pm Pharma's Commitment-Phobia With Learning & Development

Bob Holliday - Senior Director, Learning & Development PTC Therapeutics
Why does Pharma seem to not value the long-term value that strong Learning & Development (L&D) can provide? With over 20 years’ experience in L&D, within big Pharma, specialty, rare disease and organizational development Bob has seen a consistently inconsistent commitment to L&D. With rare exceptions companies build a great L&D organization to only tear it down, to year build it yet again a few years later. What can we learn from  a pharma and non-pharma examples of a true commitment to a learning culture?

  • Define a learning culture
  • Where has it worked well
  • The revolving door of training roles
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Bob Holliday

Senior Director, Learning & Development
PTC Therapeutics

4:50 pm - 5:10 pm Utilizing Electronic Health Records (EHR) Data To Inform Marketing Strategies

83% of US HCPs are now using EHRs, and they spend an estimated 4-5 hours per day going through them. This is a highly fractured space, quickly evolving, and marketers and sellers alike need to get a better understanding. Our speaker shares how their team navigates the rapidly changing EHR arena to manage patients and inform their marketing decisions.

  • Understanding the level of information that can be captured from an EHR system
  • Leveraging EHR data for your marketing campaign
  • Insights into the future of EHR data

5:10 pm - 6:10 pm Cocktail Reception In The Solutions Zone

6:10 pm - 6:10 pm End of Day Two