Future Pharma 2024
June 25 - 27, 2024
The Westin Copley Place, Boston, MA
Day One: September 9, 2019
Adapting to the New Pharma Commercial Model and Changing Healthcare Landscape
7:00 am - 8:00 am
Registration & Networking Breakfast
8:00 am - 8:10 am
Welcome Remarks & Ice Breaker
Charleen Ring -
Program Director,
Future Pharma
8:10 am - 8:25 am
Opening Address: Commercial Team of the Future: Reducing Friction in a Complex Healthcare Landscape
Dominic Marasco -
EVP, Global Commercial Solutions,
Syneos Health
Pat Leary -
EVP, Clinical Field Teams, Market Access,
Syneos Health
Commercial Team of the Future: Reducing Friction in a Complex Healthcare Landscape
Dominic Marasco, RPh, EVP, Global Commercial Solutions, Syneos Health
Pat Leary, EVP, Clinical Field Teams, Market Access, Syneos Health
In the ever-shifting healthcare landscape, success depends on your ability to prepare for and respond to change. Industry dynamics are changing the face of commercial teams resulting in an updated model and a varied bench of talent that includes clinical educators, medical science liaisons, reimbursement and access managers and traditional field representatives. This new model changes every aspect of the playbook from strategy to every-channel engagement. Our speakers will explore the levers of change reshaping the future of how commercial teams support practices, physicians and patients.
8:25 am - 8:45 am
Fireside Chat: Channeling Your "Power of Purpose" to Transform Impact
Jill Donahue -
Co-Founder,
The Aurora Project
Gamze Yuceland -
GM,
Takeda Pharmaceuticals
“The Power of Purpose takes our patient-focus vision off the wall and into the hearts and hands of our people,” says Gamze Yüceland, GM Takeda Canada.
What is the power of purpose? And why should you care? Only 15% of people are engaged in their work. Those driven by their purpose are not just more engaged, they’re more engaging, they engender greater trust and they’re more committed. As a result, they help more patients (and grow your business faster). Pharma often focuses on science and business acumen but maybe the missing piece of the puzzle is igniting the power of purpose. Join Jill Donahue, co-founder of The Aurora Project and Gamze Yüceland, GM Takeda Canada, in this fireside chat where they will discuss:
- How igniting purpose in your marketing and sales teams impacts your outcomes and bottom line
- How to drive a patient-centric culture through your organization
- Key factors of success to sustaining Takeda’s “Power of Purpose”
8:45 am - 9:05 am
Keynote: The Collision of Content Consumerism – Why Your Content Fails And How To Fix It
Bryan Cohen -
Director, Client Partner & Dare to Try Champion, Business Technology,
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. The difference between success and failure comes down to content. This session will describe what pharma can do to keep up with the ever-changing content expectations of consumers.
- Examining cross-industry disruption, the evolution of consumerism
- How to avoid becoming the next Blockbuster or Borders
- Bringing it full circle – examples of greatness
- Build your content collection without spending a fortune
9:05 am - 9:25 am
Case Study: Building a Health System Strategy
Matt Portch -
VP, Managed Markets and Sales,
Sunovian Pharmaceuticals
In today’s day and age of mergers and acquisitions, health systems are becoming larger, physician access is diminishing, and pharma is being forced to step up their customer engagement strategy. In this case study, Matt Portch shares how Sunovian created a health system team to help transform the way marketing and sales are connecting with HCPs.
- Identifying unique challenges
- Mapping out your strategies
- Key insights into the results of Sunovian’s strategy
9:25 am - 9:45 am
KEYNOTE: R&D focused; Organizational Innovation
Magdalena Schoeneich -
Head, Center for Scientific Leadership and Innovation,
Takeda Pharmaceuticals
Magdalena Schoeneich
Head, Center for Scientific Leadership and InnovationTakeda Pharmaceuticals
9:45 am - 10:25 am
Coffee Buzz Morning Networking Break Hosted by Whiz.ai
10:25 am - 10:45 am
Keynote: Achieving Digital Transformation: Critical Drivers for the “New Way of Working”
Kim Huggins -
Partner,
ALULA
Danielle Geissler PhD -
Senior Principal,
ALULA
- Examining the 4 Essentials for Strategy Execution, and 6 Qualities of a Digital Culture
- Understanding collaboration between marketing and sales as a key driver of successful digital transformation
- Learning why the “new way of working” requires behavior change at all levels of the organization
10:45 am - 11:15 am
Panel: How Are We Defining Affordability & Value?
Dan Staud -
AVP, Global Market Access,
Merck
Kara Dennis -
Senior Vice President and General Manager of Life Sciences,
Clarify Health
Marc Claussen -
Senior Director, Market Access,
Chiesi
Today’s market access teams are challenged by balancing the requirements of demonstrating value through evidence generation and linking value perceptions to price. In addition, additional challenges are apparent as the need exists to address customer affordability of today’s innovations and the sustainability of healthcare budgets. In this discussion we will address the challenges that exist in today’s environment, the transformation of price and volume agreements to value based purchasing and assessing how to define and address affordability issues.
11:15 am - 11:45 am
AMA Panel: Breaking Down Complex Policy Changes into Pieces Your Commercial Team Can Action
John Alter -
Vice President, Global Health & Value, Global Established Pharma Business Unit,
Pfizer
Tamar Thompson -
Head, Federal Executive Branch Strategy & State Government Affairs,
Bristol-Myers Squibb
Michael J. Ruggiero -
Senior Vice President, Global Healthcare Policy & External Affairs,
CSL Behring
Value-Based outcomes, pricing concerns and general policy changes are turning the industry on its head. In sharp, 10-minute talks, our three experts break down what commercial pharma needs to know about the latest disruptions in pharma.
• Rethinking your business model to survive in the new Value-Based world
• Living in a new world – a world without rebates
• Policy and government affairs
John Alter
Vice President, Global Health & Value, Global Established Pharma Business UnitPfizer
Tamar Thompson
Head, Federal Executive Branch Strategy & State Government AffairsBristol-Myers Squibb
Michael J. Ruggiero
Senior Vice President, Global Healthcare Policy & External AffairsCSL Behring
11:45 am - 12:05 pm
Keynote: Identifying Rare Disease Sooner in The Patient Journey: How Takeda is Leveraging Clinical Data and AI to Drive Better Outcomes for Patients with Rare Disease
Joel Keefe -
VP, Life Sciences,
Prognos
Robert Pendal -
Business Analytics & Insights Lead,
Takeda Pharmaceuticals
For companies in the tough fight against rare disease, accelerating a patient’s diagnosis is paramount. That means creating better awareness of symptoms which can vary greatly from patient to patient. Helping HCPs identify those symptoms earlier in the patient journey, as well as the available options to treat them, can be better accomplished with a more rounded view of the full cohort of patients. To accomplish this, a data driven strategy can maximize the value of everything from field force activities to omni channel marketing. In this case study, Chris Harmon, U.S. Marketing Lead, Rare Disease, Takeda, along with Joel Keefe, Life Sciences VP at Prognos, will discuss the benefits of leveraging clinical truths derived from harmonized lab data and AI-based solutions to better capture opportunities for rare disease intervention.
Key takeaways:
- The importance of disease education and awareness of symptoms by identifying lookalike patients
- By predicting which HCPs will have a new brand eligible patient, brand teams can cultivate relationships ahead of time
- Shortening the time to diagnosis to ensure patients receive the proper intervention sooner
- The benefits of supplementing traditional data assets with timely lab data purpose-built for analytics
- How leveraging lab data encourages closed-loop feedback with field sales and brand teams
12:05 pm - 1:35 pm
Pharma Leaders Innovation Exchange Roundtables
Ashish Patel -
Co-Founder,
CareSet Systems
Joel Keefe -
VP, Life Sciences,
Prognos
Scott Greenberg -
Strategic Accounts,
Brandcast
Robert Pendal -
Business Analytics & Insights Lead,
Takeda Pharmaceuticals
Brent Herspiegel -
Founder and President,
Herspiegel Consulting LLC
Brian Torres -
Principal,
Herspiegel Consulting
Beth Schurman -
Partner,
Herspiegel Consulting
Chris Taber -
Principal,
Herspiegel Consulting
Rohit Vashisht -
CEO,
whiz.ai
Deb Schnell -
Managing Director,
Mix Talent
Dr. Chad Thompson PhD -
Principal,
Mix Talent
Pat Leary -
EVP, Clinical Field Teams, Market Access,
Syneos Health
#1 Medicare Data is on Fire: Focusing the Light on Biosimilars
Ashish Patel, Co-Founder, CareSet Systems
#2 Identifying Rare Disease Sooner in The Patient Journey: How Takeda is Leveraging Clinical Data and AI to Drive Better Outcomes for Patients with Rare Disease
Joel Keefe, VP, Life Sciences, Prognos
Chris Harmon, U.S. Marketing Lead, Rare Disease, Takeda
#3 Discussing Digital Brand Management
Scott Greenberg, Strategic Account, Brandcast
#4 Why You Are Doing Digital Health Wrong: Cracking The Code for Success
Beth Schurman, Partner, Herspiegel Consulting
Chris Taber, Principal Herspiegel Consulting
Brent Herspiegel, President, Herspiegel Consulting
#5 Using Conversational AI to Improve Field Sales Effectiveness and Data ROI
Rohit Vashisht, CEO, whiz.ai
#6 Is There A “Right” Amount of Turnover?
Deb Schnell, Managing Director, Mix Talent
Dr. Chad Thompson, Principal, Mix Talent
#7 Reimagining & Reorganizing: Field Forces Built for Success
Pat Leary, EVP, Clinical Field Teams and Market Access, Syneos Health
1:05 pm - 2:05 pm
Lunch
1:05 pm - 2:05 pm
Private Lunch – Hosted by CoverMyMeds
Track A: Digital Innovation & Customer Engagement
This track is designed for digital and brand marketers who are interested in understanding how new technology and innovations can improve their non-personal promotions.
Track A
2:05 pm - 2:25 pm Case Study: How Virtual, Augmented Reality, and AI Can Tell Your Brand’s Story Keith Burke - Head of US Marketing, Neurosciences, Merz PharmaceuticalsPharma has been slow to adopt VR, AR, and AI into their marketing mix, but the technology is here and it’s not going anywhere. Learn how to get started on integrating VR, AR, and AI as a way to enhance patient and customer engagement.
•How pharma can integrate VR, AR, and AI technologies into their engagement strategies
•Partnering with an agency to get the ball rolling
•Enable patient and customer education through innovative technologies
Track B: Stepping Out of The Field : Tools & Training For Your Sales Force
This track is designed for sales, sales training and learning and development leaders who are interested in better understanding how training and education and arm their reps with the tools needed to enhance their personal promotions.
Track B
2:05 pm - 2:25 pm CASE STUDY: “From Strategy to Execution – Immersive Learning to Inspire Action” David Fortanbary - Head, North America Commercial Training, UCB- Describe how to design and develop an immersive learning experience that will inspire your teams
- Drive awareness and empathy for the patient through designed learning
- Demonstrate actionable, purpose driven learning to inspire action and results
Workshops
Workshops
2:05 pm - 3:05 pm Workshop: The Power of Purpose Jill Donahue - Co-Founder, The Aurora ProjectIf you’ve stuck around for all three days of Future Pharma in the past, you’ve had the privilege of experiencing Jill’s workshop, and you already know that she can energize and inspire an entire room of strangers with her incredible story-telling ability. Due to popular demand, this year, we’re flipping the show on its head and kicking off the conference with “The Power of Purpose. With a little help from her Pharma friends, Jill will help you reconnect with the reason you started working in Pharma in the first place – as well as the reasons you chose to say. This is the first step to that Pharma rebrand we talked about this morning, and we’re so excited for you to dive in!
2:25 pm - 2:45 pm
Keynote: Exceeding User Expectations with Interactive Video
Mark Portu -
President,
HapYak Interactive Video
Tiffica Benza -
Account Director – Healthcare,
HapYak Interactive Video
2:25 pm - 2:45 pm
Case Study: Technology To Improve Sales Productivity
Frank Washenitz -
Head of Global / NA Sales Training,
Mylan
2:05 pm - 3:05 pm
Workshop: The Power of Purpose (Continued)
If you’ve stuck around for all three days of Future Pharma in the past, you’ve had the privilege of experiencing Jill’s workshop, and you already know that she can energize and inspire an entire room of strangers with her incredible story-telling ability. Due to popular demand, this year, we’re flipping the show on its head and kicking off the conference with “The Power of Purpose. With a little help from her Pharma friends, Jill will help you reconnect with the reason you started working in Pharma in the first place – as well as the reasons you chose to say. This is the first step to that Pharma rebrand we talked about this morning, and we’re so excited for you to dive in!
2:45 pm - 3:05 pm
Case Study: Organizing for Marketing Agility
Carl Smith -
Senior Director – Lilly Marketing Institute,
Eli Lilly
Marketing teams that adapt to future needs and unforeseen threats will succeed by design. The struggle that marketing leader’s face is being able to assemble the right mix of skills and capabilities for agility, relevance and growth. Environmental pressures and changing customer
expectations demand that leaders of the function continuously evaluate the skills of in-house teams and outsource partners. This requires an assessment of capabilities to satisfy the changing needs and smart
choices about how to source and organise those capabilities. During this session, I will outline the journey Lilly Marketing is taking to meet the evolving customer needs better.
• Pharma marketing has heavily relied on traditional methods of promotion (sales force and direct sales in US)
• However, customer needs have and continue to evolve, which is disrupting the traditional commercial model (i.e. physician access has declined by 50%), which requires a new way of doing things
• We sought to answer 4 questions: What does Lilly Marketing stand for? (Marketing Vision); What skills do we need to realise that vision? How do we develop and acquire those skills? How should we organize points of application?
3:05 pm - 3:25 pm
Keynote: Influence Perception, Inspire Action: Maximize The Impact of Promo Medical Education Programs
John Kane -
Managing Director,
MedThink Communications
Alejandro Arciniegas -
Director, Remodulin Marketing,
United Therapeutics Corporation
Medical education is often developed with a “One-and-Done” mindset. Success is frequently judged by the number of attendees, responses, and requests for information. But there’s so much more that can be done to build brand value. By approaching medical education and promotional content synergistically and adding novel nonpersonal programs and engagement-enhancing tools, you can boost engagement and ultimately brand value.
Join us to learn:
· What physicians really want from pharma
· New approaches to creating and delivering compelling content
· Emerging digital and AI tools that enhance engagement
· How to evaluate the success of promo medical education initiatives
2:45 pm - 3:05 pm
Panel: Engaging With HCPs in Age Of IDN Consolidation and Diminishing Access
Greg Apostol -
National Vice President, Key Account Management,
Alkermes
Jon Zwinski -
SVP, Sales,
Chiesi
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
3:25 pm - 4:05 pm
Networking and Refreshment Break in the Solutions Zone
4:05 pm - 4:25 pm
Case Study: Tele-Detailing: Where Marketing & Sales Intersect
Santos Torres -
US Pharmaceuticals, Senior Director of Marketing, Allergy/Anti-Infectives/Anti-Virals,
Bausch + Lomb
• How to extend brand lifecycle for products that have reached its peak using NPP tactics?
• The trial of tele-detailing to optimize your salesforce resources
• How to execute and define metrics?
• The roll out – what does it take?
Santos Torres
US Pharmaceuticals, Senior Director of Marketing, Allergy/Anti-Infectives/Anti-ViralsBausch + Lomb
4:25 pm - 4:55 pm
Panel: Women in Pharma Leadership Forum
Terri Shoemaker -
President & CEO,
Medexus Pharma US
Linda Ruschau -
Chief Client Officer,
PatientPoint
Tanya Hill -
National Sales Director,, Autoimmune & Rare Diseases Sales,
Mallinckrodt Pharmaceuticals
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
Tanya Hill
National Sales Director,, Autoimmune & Rare Diseases SalesMallinckrodt Pharmaceuticals
4:55 pm - 5:25 pm
Panel: Life Happens! Striking Balance in Times of Disruption
Frank Armenante -
Director, Sales Execution,
Novo Nordisk
Jennifer Muszik -
Director, Commercial Excellence,
Roche
Aleen Hosdaghian -
Senior Director of Marketing,
SUN Pharmaceuticals
Death of a parent; relocating your family across the country; coaching your son’s little league team – our panelists have lives outside of their day jobs, and they’ve each expressed that striking that balance between their work lives and their personal lives continues to be one of their biggest challenges. During this panel, we will discuss tips and tricks for juggling all of lives surprises with their work in the demanding industry of pharma. Our panelists will touch on:
• What happens when life interrupts and how to maintain a proper work/life balance
• Keeping up your status as a high performer and effective worker during times of disruption
• Key learnings from personal experience
5:25 pm - 5:55 pm
Guest Speaker: 80s Movies and The Lessons They Teach Us for Today's Workplace
Chris Clews -
Author,
What 80s Pop Culture Teaches Us About Today's Workplace
Yes, believe it or not, 80s pop culture and the great movies that defined the decade can teach us a lot about our workplace, our business, our career and our lives. As a Sales, Brand or Marketing leader and innovator in Life Sciences, you are constantly under daily pressure to deliver on multiple fronts at an ever increasing pace. Of course everyone could use a little break from those workplace challenges. Chris Clews, speaker and author of the book What 80s Pop Culture Teaches Us About Today’s Workplace, will host a session that he simply calls “Laugh and Learn” where he will discuss the lessons that we can learn from 80s movies for the workplace today. Lessons such as:
• What The Princess Bride taught us about message consistency
• How Christmas Vacation taught us the importance of knowing your audience
• How Planes, Trains and Automobiles taught us that every company needs a great salesperson
• What Axel Foley from Beverly Hills Cop taught us about how to win with a lack of resources
And more valuable workplace lessons from the characters and movies that defined a generation
5:55 pm - 6:55 pm
Red, White & Booze
7:15 pm - 9:30 pm
Private Dinner Hosted by Clarify Health
Kara Dennis -
Senior Vice President and General Manager of Life Sciences,
Clarify Health
Select attendees are cordially invited to join Clarify Health for an intimate dinner with a select group of dynamic marketing, sales, and digital thinkers, on Monday, September 9, as industry leaders converge in Boston for the Future Pharma 2019 conference.
Clarify’s Kara Dennis, SVP and GM of Life Sciences, will lead an informal discussion around the impact of real-world data on the biopharma industry and the ways it is enhancing the commercialization process. We hope that you will join us for great food and even better conversation!
Monday, September 9 | 6:30 - 9:00 PM
1 International Place #190
Boston, MA 02110
Event Overview:
6:30 - 7:30 pm
● Welcome drinks and brief remarks from Kara Dennis, SVP and GM of Life Sciences, Clarify Health
7:30 - 9:00 pm
● Dinner and discussion