PharmaForce 2017

September 18-September 20, 2017

Hilton Austin, TX

Contact Us: 1.888.482.6012

Monday, September 18, 2017: Evolving Your Commercial Model to Transform Marketing Insights into Sales Activities

07:30 AM - 08:30 AM Breakfast & Registration

08:30 AM - 08:45 AM Welcome Remarks & Ice Breaker

Charleen Ring, Program Director, PharmaForce


Charleen Ring

Program Director

08:45 AM - 09:00 AM Chairperson’s Opening Address

To learn how you can chair Day 1, contact Alicia Upchurch at or 646.200.7452

9:00 AM - 9:20 AM Transforming our Commercial Model – Do or Die?

Debra Hussain, Senior Director of Marketing – MCE, Lilly USA
If you care about the customer experience you are creating in the market and the business impact you need to deliver, then it’s time for you to evaluate how you are going to market. The time for Pharma to transform its commercial model is upon us. You can put your head in the sand, or you can step up to the plate. But transforming your commercial model can be daunting. What you need to think about:
· The Bar: How your customers want to consume information
· The What: People, processes, and technology
· The Who: Do not underestimate the organizational change management required


Debra Hussain

Senior Director of Marketing – MCE
Lilly USA

9:20 AM - 9:40 AM 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

VP, Sales
When you look towards the future of sales, what do we see? How about the future of marketing? In this discussion, we’re asking our expert panelists to look at sales through a marketing lens and visa versa. They’ll share strategies for how they integrate sales, marketing, and even training
The reasons that silos exist and why they should be dismantled
How to take steps to form a collaborative culture between divisions
Eliminating friction between marketing and sales
Integrating the sales team into the marketing planning process
Project sharing and how it’s worked (and didn’t work) for them


Brian Peters

VP, Marketing
Medac Pharma

Justine Gregoire

Associate Director for Oncology Training

Lawrence Bressler

Senior Director, US Launch Lead- Rare Disease

Aleks Alacahan

VP, Sales
Salix Pharmaceuticals

10:20 AM - 10:50 AM Morning Refreshment Break in the Pharma

11:00 AM - 11:20 AM Effectively Tying Together Efforts of National Accounts and Your Sales Force

Jon Zwinski, SVP, Sales, Chiesi
With responsibility for all sales, national accounts, sales training, managed care, corporate accounts, and contracting functions within Chiesi, Jon Zwinski has had much success aligning the strategies of national accounts and his field force. Jon will discuss:

•Core roles for national accounts vs. sales and how those efforts need to come together
•Best practices for joining those efforts
•A tactical approach for to bring this practice to your own organization


Jon Zwinski

SVP, Sales

11:20 AM - 11:30 AM Innovation Spotlight: Driving Operational Business Results Through Vertical Analytics In Critical Business Processes - The P&G Journey

Andy Walter, VP, Commercial Services; Retired Board & Strategic Advisor, Procter & Gamble; Verix


Andy Walter

VP, Commercial Services; Retired Board & Strategic Advisor
Procter & Gamble; Verix

10:25 AM - 10:45 AM Case Study: Identification in Translating Marketing and Patient Insights into Actions

Tom Mccourt, CCO, SVP, Marketing & Sales, Ironwood Pharmaceuticals
Using the wildly successful partnership venture, My GI Health, as a case study, Tom McCourt takes a closer at how his team aimed to improve patient/physician engagement, as well as payer views. Tom will address:
Leveraging technology to improve the quality of patient-physician dialogues
A look at how the use of market insights changed over time and how My GI Health continues to impact brand growth
Big high-end brands that came down to a simple insight and how that insight became actionable
Hear examples of how Tom’s team translated those actions into a marketing strategy and tactical plan


Tom Mccourt

CCO, SVP, Marketing & Sales
Ironwood Pharmaceuticals
These Innovation Exchange roundtable discussions are the crux of the Integration Focus Day. Sit down with 10-15 other pharma executives, share solutions to common challenges, and ask the burning questions you need an answer to. Because no other vendors attend these roundtables, you’ll be pleased by how candid the conversations are. Plus you get to choose your own adventure: pick the two topics that will pack the biggest punch for your 2017 commercial strategies.

#1 Vertical vs. Horizontal approach to BI and Analytics
Doron Aspitz, CEO, Verix

#2 Can Market Access Data And Insights Power Sales And Marketing Alignment?
Kimberly McKellar, Senior Director, Customer Success, Zephyr Health

#3 Topic TBD
ZS Associates

#4 Engage Your Audience, Customize Experience And Measure For Meaning
Carole Gins, President/CEO, IC Axon

#5 Getting Sales on the Same Page for Your New Product Launch

#6 Storytelling through Data

#7 Utilizing Customer Engagement Tools

#8 Technology in the Field – Sales Training and Development Learning Tools


Doron Aspitz


Kimberly McKellar

Senior Director, Customer Success
Zephyr Health

Carole Gins

IC Axon

1:00 PM - 2:00 PM Luncheon

2:10 PM - 2:30 PM Case Study: Reinventing The Training Wheel: A How-To

Keith Willis, Associate Director, Cardiovascular, Sales Training, Bristol Myers Squibb
Keith Willis has spent a lot of time seeking the answer to the following question: How do we re-invent training with a mature and traditional sales force? Here’s what he’s uncovered so far:
Developing “mini curriculums” and itineration points for training
Aligning meeting time with curriculum
Integrating marketing tools
Working on adaptive and personalized learning
Understanding what “good measurement” means


Keith Willis

Associate Director, Cardiovascular, Sales Training
Bristol Myers Squibb

2:10 PM - 2:30 PM Case Study: Launching Your Digital Innovation Process

Mark Pizzini, Internal Medicine Business Technology Lead, Pfizer Innovative Health
At PharmaForce 2016, Mark Pizzini shared his experience leading a patient-facing digital program, and how his team strategically leveraged digital, social and mobile to increase patient reach and engagement. This year, Mark will update us on Digital Innovation across the Patient Journey
How digital is changing and shaping the patient journey and where we are seeing opportunities.
Seeding Digital innovation - How Pfizer Innovative Health does it


Mark Pizzini

Internal Medicine Business Technology Lead
Pfizer Innovative Health

2:30 PM - 2:50 PM Systems of Care: Simplify and Navigate the IDN Marketplace with Provider Profile, Affiliation and Relationship Data, and Volume-Based Medical Claims Intelligence

Don DeStefano, Vice President, Business Development, LexisNexis Risk Solutions
Recent changes and pressures amid health care reform, industry consolidation and expanding regulations has transformed the life sciences landscape. As individual health care providers have merged into Integrated Delivery Networks or IDNs and become a more significant sales target for pharma clients, there is an increasing need for data to help navigate today’s highly complex, layered web of IDN relationships.

In this session, we will examine the evolving health care landscape, the complex and layered nature of IDNs and the related challenges, questions and demands in navigating IDNs. In addition, we will explore solutions for success with IDNs by looking at a case study that helps determine which organizations are associated with particular therapeutic areas, and how to value an IDN for your company as a whole, as well as for each brand.


Don DeStefano

Vice President, Business Development
LexisNexis Risk Solutions

2:30 PM - 2:50 PM CASE STUDY: Leveraging a Prior Authorization Solution to Increase Market Access and Prescribing Momentum

Julia Phillips, Customer Success, CoverMyMeds


Julia Phillips

Customer Success

2:50 PM - 3:10 PM Case Study: More Than Metrics – Talent, Execution, Culture And Operations

Amy Tamburrino, Associate Director, Sales Force Effectiveness, Lundbeck
Amy’s team determined what they needed to do outside of just metrics to be successful in their sales force effectiveness this past year. She’ll take you through Lundbeck’s journey and steps, including:
Re-optimizing and brainstorming what other areas they needed to focus on
Taking a closer look at talent, execution, culture and operations, and putting a plan in place for each
Work streams that addressed these areas and how they exceeded their billion dollar goal
Breaking the silos between marketing and sales and training


Amy Tamburrino

Associate Director, Sales Force Effectiveness

2:50 PM - 3:10 PM Case Study: Automating Marketing Operating Models

Jennifer Adams, Director, Worldwide Marketing Operations, Bristol-Myers Squibb
BMS is transforming marketing worldwide with new Operating Models. Jennifer Adams will share findings and discuss:
  • Their remit and objectives for 2017-2019
  • Focus on Marketing Automation
  • Work Management Software Rollout
  • Time, Costs and Efficiencies gained


Jennifer Adams

Director, Worldwide Marketing Operations
Bristol-Myers Squibb

3:10 PM - 3:30 PM Afternoon Refreshment Break in the Social Zone

Where does your digital transformation begin and your and digital customer engagement end? Often, these two things are very much intertwined. Our panelists will discuss
Providing value-based care to both the customer and patient through a digital lens
Investing in storytelling capabilities
Real-world examples of on digital transformations
Communicating with customers
Embedding customer engagement into the way we work from a digital perspective


Tom Mccourt

CCO, SVP, Marketing & Sales
Ironwood Pharmaceuticals

Tracy Yedlin

Senior Manager, Customer Engagement & Marketing Innovation
Takeda Pharmaceuticals

Dan Henry

Executive Director of Life Sciences Solutions
Outcome Health
It’s no secret that sales reps aren’t engaging directly with physicians as they had in the past, and this is a direct result of the US’s Physician Payment Sunshine Act. This has opened the door to a number of new stakeholders with influence over prescribing behaviors -- including payers, government institutions, PBMs, pharmacists, and even nurses. Low and behold an uptick in key account management (KAM) teams. This panel takes a look at pharma’s varying key account management strategies. Discussion points include:
The changing role of the traditional sales rep
The intersection of market access, health economics, marketing and sales
Meaningful engagement with key stakeholders
Developing key account management programs under sales or market access


John O'Connor

VP, Sales
AMAG Pharmaceuticals

Aleks Alacahan

VP, Sales
Salix Pharmaceuticals

Jon Zwinski

SVP, Sales

Fred Kessler

Chief Sales Officer
Sales Partnerships, Inc

5:00 PM - 6:00 PM Texas State Fair Reception In The Social Zone

Think Texas BBQ, cotton candy, country music, carnival games, and of course cocktails. Join us in the social for our state-fair themed reception in the social zone.

6:00 PM - 6:00 PM End of Day One

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