PharmaForce 2017

September 18-September 20, 2017

Hilton Austin, TX

Contact Us: 1.888.482.6012

Wednesday, September 20, 2017: Intersecting Digital and the Customer

08:30 AM - 09:15 AM Breakfast & Registration

09:15 AM - 09:20 AM Welcome Remarks

Charleen Ring, Program Director, PharmaForce


Charleen Ring

Program Director

09:20 AM - 09:50 AM Out of Industry Guest Speaker – Solutions and Approaches for Patient Outcomes

David Rhew, Chief Medical Officer & Head of Healthcare, Samsung Electronics America
Amazon. Uber. Airbnb. Digital technologies have not only changed, but completely disrupted major industries. Healthcare is next. Similar to what we have seen in prior industries, major disruptions have been unexpected, driven by a strong consumer demand, and enabled through a digital communications platform. Dr. Rhew will share three examples of disruptive digital health technologies that have the potential to transform the way that care is delivered and in the process make us rethink the role that “consumer” technologies can play in the delivery of healthcare.

David Rhew

Chief Medical Officer & Head of Healthcare
Samsung Electronics America

09:50 AM - 10:20 AM What’s Data Got to Do With It

Bharti Rai, Chief Commercial Data Officer, Bayer , ,
So you’ve got all this data. Now what do you do with it? You’ve spent time, money and resources gathering it, but how do you go about analyzing it? Our esteemed panel takes the data piece and extrapolates it into a larger theme.

  • Using data analysis as a catalyst for storytelling
  • Overcoming marketing hurdles while working with data
  • The role of data in your global marketing campaign


Bharti Rai

Chief Commercial Data Officer

10:20 AM - 11:00 AM Access Selling in Healthcare: Why The Reach & Frequency Sales Model Is Going Extinct

John Crowley, Healthcare Sales Strategy and Sales Operations Leader, Diversify Healthcare
MACRA. MIPS. APM’s. The changes and constraints forced upon our customers are endless. Each new provider
regulation means decreased Sales Rep access. How do we provide value to customers in a value-based
world? It’s not doing the same thing and expecting different results. In this interactive keynote presentation, John addresses WHY healthcare organizations must abandon the reach and frequency sales model before extinction. I mix humor with anecdotes of success and failure during my 18-year sales career. Backed by data, I create a compelling argument for the need to change NOW! I explain what caused Cardinal Health to abandon their proven sales model and implement the Access Selling Process. I provide a simple framework for inspiring change in any Fortune 500 sales organization.
Why the traditional reach and frequency sales strategy is broken
Why the decision maker no longer exists
What’s at risk if you continue with reach and frequency?
What is Access Selling? And Access Selling Principles
Integrating Access Selling into your sales process
Technology needed to facilitate Access Selling today (hint: you own it today or it’s free!)

The Audience Will Understand:
Why being different from the competition is better than being better
How to begin the crusade to socialize the Access Selling model within a large, convoluted, bureaucratic and
antiquated healthcare company
Where Access Selling does not work


John Crowley

Healthcare Sales Strategy and Sales Operations Leader
Diversify Healthcare

11:00 AM - 11:40 AM Morning Refreshment Break in the Social Zone

11:40 AM - 12:00 PM Collaborating To Bring Value In Development: What Can We Do Within The Constraints of RCTs?

Anita Burell, President & CEO, Anita Burrell Consulting LLC Riad Dirani, VP, Global HEOR, Teva Pharmaceuticals
  • Understanding the key decision points during development - when is the train already rolling?
  • Putting commercial and market access issues into clinical development decision making - what works?
  • Beyond patient-centricity as a concept - what are others doing to really impact the development process with what matters for patients


Anita Burell

President & CEO
Anita Burrell Consulting LLC

Riad Dirani

VP, Global HEOR
Teva Pharmaceuticals

12:00 PM - 12:20 PM Case Study: Building A Center Of Excellence For Customer Engagement

Neil Keene, Senior Associate Director, Customer Engagement Strategy, Boehringer Ingelheim
BI has recently gone through an internal transformation, and Neil Keene led the reorganization of customer engagement and account-based selling through the creation of the Center of Excellence.

You’ll hear how Neil’s team:
  • Created a framework developed over 2 years
  • Marketed to HCPs, non-personal, digital, and handled overall customer engagement
  • Developed a platform for customer engagement
  • Measuring KPIs and engagement
  • Dealing with that elusive ROI


Neil Keene

Senior Associate Director, Customer Engagement Strategy
Boehringer Ingelheim

12:20 PM - 12:40 PM Fireside Chat: Closing The Gap Between Content Marketing And The Field Force

Brian Peters, VP, Marketing, Medac Pharma Najur Runganadhan, Strategic Insights & Analytics, Novartis
Ultimately, marketing drives sales. This deep dive allows marketers to arm their sales force with the tools they need in the field.
Ensuring that you’re using the right tools that the reps find effective
Analyzing data to understand what’s working, what’s needed, and what’s wasting everybody’s time
Connecting with marketing materials through all business units
Increasing communication between sales and marketing


Brian Peters

VP, Marketing
Medac Pharma

Najur Runganadhan

Strategic Insights & Analytics

12:40 PM - 12:40 PM Luncheon and End of PharmaForce

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