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Researched and organised by Bigger and better than ever.

650 + attendees
Save €300
when you register
before Feb 11th

9th Annual

SFE Europe 2011
& Commercial Excellence
3 day conference - 29-31 March - Hilton Dusseldorf

Are you serious
about your new commercial strategy?
Benchmark your strategies
against our expert speakers:

Cecile Quaedackers
VP/General Manager
Global Client Group
American Express GCC

Ken Jones
COO Europe

Dr. Miri Halperin Wernli
VP, Deputy Head Global Clinical
Development Global Head
Business & Science Affairs
Actelion Pharmaceuticals

Andre Groenewegen
VP & General Manager

Michael Zaiac
VP Global Medical Affairs
Adolescent/Adult Vaccines

A few facts: • Last year's event attracted 600 delegates-
even in the middle of the ash cloud crisis - Charl Van Zyl
• The only industry event with a keynote day 87% of the attendees are pharmaceutical VP & GM
no solution providers, no consultants - 10 decision makers Bausch and Lomb
high level talks
• 96% of last year's attendees said that they
• 92% of our sponsors return the next year would recommend this conference to a
colleague Plus many more. Turn to Page 2



Open now to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!

Learn from your Colleagues within the Pharma Industry and notice we're all facing the Sally Ransome Roberto Pino Head of Oncology Sales CRM Team Leader same challenges” NAPP Pharmaceuticals Ltd Eli Lilly Christian De Schrijver. we will be moving the event to Germany.yes.making Michael Zaiac Carlos Martínez it bigger & more specialised than ever before. Tomasz Kosinski IT Demand Manager Markus Wasner GlaxoSmithKline Sales Force Effectiveness Manager. new opportunities & a new sales force? This is your invitation to join leading minds in sales and World Class Speakers Include: marketing on March 29-31 in Dusseldorf. Miri Halperin Wernli Creative Director Vice President. with an Client Group Baush and Lomb American Express GCC excellent venue and the location is easy to get to.5 & 6 for more information on these sessions. Deputy Head Global The Team Works • Our keynote day will include speakers from other regulated Clinical Development Global Head industries who focus on customer centricity success Business & Science Affairs Armin Pearn stories with key learnings for pharma Actelion Pharmaceuticals Marketing Director Dentsply • There will be workshops specifically targeted to solution Hans Hoogkamer providers & consultants Life Cycle Leader & Head of Portfolio Oliver Taraud Planning Operations Informatics Director • Our keynote day will be fully interactive. Tyrone Edwards Rob Dickerson Senior Vice President ( . This UCB UCB Pharma Russia year we are breaking the event down in to 9 tracks. VP. NZ) Terrell Sweat. Head of Sales Academy Global Sales Head of Customer Excellence Excellence Abbott Merck Serono SA We hope to see you there. “Great Conference: a good mix between excellent speakers Shire TK Ethicon Endo-Surgery Johnson & Johnson and great networking opportunities. We’d be delighted to hear your thoughts Ifti Ahmed Oliver Mitchell on the programme. Here’s what some of your peers have Bayer Allan Mackintosh said about the event: Terrell Sweat PMAP Performance Coach Senior Director . Abbott Grunenthal Managing Director Astellas Pharma Ltd. Bayer Schering Pharma AG Pfizer Ltd Actelion David Thorne Mark Peterson Project Director. NHS & Chief Executive CRD Center Manager of a large GP Consortia Boehringer  Ingelheim Danmark A/S “Perfect networking opportunity. it was one of International Marketing Team Head Angelini our biggest events ever. we Charlotte Sibley have a few tricks up our sleeves to make this the most Ken Jones Senior Vice President entertaining SFE yet! COO Europe Shire Astellas William Anderson We are proud to announce a few changes: Dr. With nearly 600 Warner Chilcott Fabrizio Checchia attendees despite the volcanic ash cloud (96% saying that they Dirk Otto Head of Gynecology Unit would recommend this conference to a friend). Janseen Cilag Jesus Cardenes Olivier Aurin Commercial Operations Manager Responsable Intelligence Economique. Founder The Trusted Adviser Nick Pope Kate Eversole Global Head of Training Olga Bogdanovich Vice President Bausch & Lomb Sales&Operations Analytics Manager eyeforpharma Johnson & Johnson Janssen-Cilag Russia Thushani Kumarasinghe Vice President eyeforpharma For the latest updates follow Kate on twitter: PS.) Asia Pacific Sales Director Merck Last year’s event was an undisputed success.Commercial Grunenthal UK Excellence US Actelion Liz Murray “Excellent event! Particularly enjoyed the cross-cultural Head of Customer Effectiveness. Plus. Senior Director Commercial Effectiveness. Australia. and all presentations. Business Adolescent/Adult Vaccines Improvement Group GSK Johnson & Johnson Turn to page 4. diversity of thought--intellectually stimulating!” Mohammed Khater Primary Care Business Unit (Europe. Sanofi-Aventis Institutional Business & Corporate Hospitals Kevin Crowe sanofi aventis Global Head Sales Excellence Merck Ken Buist Best regards. VP Global Medical Affairs Director Sales Excellence. Commercial Excellence Manager Canada. Business Support Amlesh Ranjan Nordics Associate Director. You will be able to ask the Andre Groenwegen Daniel Ghozzi questions anonymously you are too scared to ask! Vice President and General Manager Managing Director CIS • We will be changing our format to include new tracks. New markets. Register early – you will save €300 before Feb 11th Twitter. Dusseldorf! Cecile Quaedackers Charl Van Zyl Following feedback from last year’s delegates and our Vice President/General Manager Global VP & GM research. Johnson & Johnson Rune Pilegaard Associate Director.” Ignacio Martinez Business Excellence Director Amit Makwana Eric Rambeux. Director.with a polling Actelion Pharmaceuticals ltd IPSEN system for every presentation.

Actelion For the full speaker line-up and the most up to date agenda visit: www.Summit at a glance The event is designed to be as flexible as possible – You will be able to move freely from track to track in order to catch the most relevant presentations to you Day Evening Day One Keynote: Networking Party followed by • Who are your main decision markers? Identify your internal & external VIP dinner KOL’s and create long lasting & winning relationships (by invitation only) • Unify your sales and marketing team to deliver a value based selling model & reap the rewards • What type of re-organisation has been successful? Hear what has been tried. Senior . regionalisation and the upskilling of Networking Party followed by your organisation’s people will play a part in future models delegate dinner • KAM: Examine the suite of available KAM models and test their suitability (by invitation only) • Training & Development: Motivate and Stimulate: Create a culture of learning • Sales Tools: Drive multi-channel integration through the use of technology and analytics Practical Workshops See that you can implement today! • Equip yourself & your team with the knowledge you need to successfully guide your team through the stormy waters of a merger or acquisition Practical Workshops Run by the leading minds in pharma • New for this year workshops specifically tailored for solution providers and consultants Day Two • Mature Markets: Discover how KAM. tested & worked.intellectually stimulating!” Terrell to secure your space and check out the latest updates Day Three • Digital Selling: How can your sales force embarce and benefit from digital End of conference selling? Leave with take-home solutions to • Market Access & Product Launch: Drive product uptake & gain a put in to place on Monday! competitive position during the launch phase • Speciality Selling: Insights on the position of the specialty market .what new opportunities exist? • Emerging Markets: Driving In-Call Effectiveness: What we’ve Learned from 100.sfeeurope.000 Sales Assessments “Excellent event! Particularly enjoyed the cross-cultural diversity of thought .

tested and worked • Structure your company to deliver a product and service that patients need and which payors will pay for? Andre Groenwegen Vice President and General Manager UCB For the most up to date timed agenda visit: www.Keynote March 29 Key learnings and best practices from CASE STUDY Collaboration is key: structure your sales PANEL SESSION beyond outside Pharma and marketing team to deliver an • Achieve the ultimate: “Trusted advisor” status and win/win effective value selling model partnerships • How do organizations create unique value for their most • Create buy . Deputy Head Global GSK Clinical Development Global Head Business & Science Affairs Actelion Pharmaceuticals Hans Hoogkamer Lifecycle Leader & Head of Portfolio Planning Actelion Pharmaceuticals Ltd The new commercial from your company and your customers .how to strategic B2B customers? take them on your journey • Value-based selling: strategies and enablers for successful • A few practical steps: Remuneration philosophy.sfeeurope. Adolescent/Adult Vaccines The new era of healthcare: How to create effective GSK partnerships to drive your business forward • Ways how to incorporate the customer perspective into your SFE Charlotte Sibley strategies to engage more effectively with your key clients Senior Vice President • Who are your main decision . sales and value? R&D seamlessly . account key account management plans & how to build stakeholders at different levels • How can pharma manufacturers generate win/wins for • Identify the need for KAM & make it part of the DNA of your their key customers? company Charl Van Zyl Cecile Quaedackers VP & GM Vice President/General Manager Baush and Lomb Global Client Group American Express Michael Zaiac VP Global Medical Affairs.learn how to Shire identify & work with them • Work with a variety of KOLs to develop a long term revenue strategy Daniel Ghozzi Managing Director CIS Ken Jones UCB Pharma Russia COO Europe Astellas The next big thing: can personalised medicine re-energise your sales strategy? Innovative lifecycle and portfolio CASE STUDY • How to communicate from the top down to get engagement from management strategies: Create value for all parties to collaborate and work cohesively to speed up pipeline patients and pharma improvements • Lifecycle and portfolio management: How do they really create • Create an integrated system which blends marketing. Miri Halperin Wernli Adolescent/Adult Vaccines Vice how CASE STUDY to thrive in this new sales environment • What type of re-organisation has been genuinely successful? What impact has been derived from HR optimization & cost cut backs? • Is the old model really dead? What have been the main changes in the last 5 years and what are the next steps • Hear what has been well as continually evolve with the constant • Understand why science is an important driver of addition of new customers over the next few years corporate strategy and hear what it means for your day to • Pinpoint the best time to involve sales & marketing for day life optimum results in getting a product to market • How can innovation in science and corporate strategy be Michael Zaiac linked? VP Global Medical Affairs Dr.

Day 2 & 3 30. VP Armin Pearn. Senior Vice President. procurement and budgets. & what they choose to outsource. How do you use other media Leading pharma representative TBC added programmes. Operations Informatics to the patient? • Global vs Local Framework: Hear the Director. Boehringer Ingelheim Danmark A/S For the most up to date timed agenda visit: . Dentsply Shire How does eMarketing fit in to the Explore the rapid evolution of social Track 2: Digital Selling marketing mix? media – we are all nervous • Hear how to get buy-in from above to • Analyse different social media tools such Explore all to track NHS & Chief Executive of a large GP and diagnose trends to enhance market • Discover how KAM.explore what this trend means for force change covers all activity from the your rep? • Hear how different companies outsource corporate to the field employee • With less face-to-face interaction time .what parties enhance your strategy? does this mean for you and your • Hear how a contract sales organisation Spotlight on the UK: Commissioning Sales Rep? can increase your flexibility. CRD Center Manager. “Well done and well pros and cons • Create a culture of innovation within the Shire organized” company. Abbott metrics can enhance formularies and guideline adherence program effectiveness David Thorne Gain a competitive advantage: which • Learn about innovations in geographic Project Director sales model will work for you? customisation & tailoring . Ipsen • When should we focus on innovation? strengths and weaknesses to discover which balance is right for your company Who should be innovating – is it something we can regulate? Examine the Charlotte Sibley. Commercial Operations • Learn how to demonstrate the ROI for via online methods Manager. quality and quantity? this high pressure environment? • Do huge territories mean lost • Proven strategies to enable you to Lessons learned from the device opportunities? Learn how to manage your measure productivity that will provide space territory to create a flexible deployment of valuable feedback on your investment • How does the sales force bring innovation the sales force Oliver Taraud. medicines management. customers and key account Oliver Mitchell.How can third Track 1 : Sell in Mature Markets environment.sfeeurope. Head of Customer Learn how the right management . CASE STUDY produce your eMarketing programmes as facebook and twitter to learn which Understand the • Learn how to incorporate eMarketing in balance is best for your brand potential power of digital selling and to your marketing strategy to get the most • Combine social media with your sales how it could work for you out of this essential channel mix to make your brand more appealing • Discover the added value of digital selling • How do you structure the change from and increase online sales whilst to both your business and for the traditional media to a social media increasing stakeholders trust and customer strategy? credibility • Key examples of engaging the customer Jesus Cardenes. CASE STUDY Excellence. find new Devolution and the English GP • Work with a variety of healthcare talent and make savings on your head Consortia's implications for pharma stakeholders to determine a long-term count cost • Understand the impact of ‘the most purchasing strategy • Do CSO reps learn faster and work harder radical reorganisation of healthcare since • Determine the new selling skills you need or are they unmotivated and its inception’ – how do these changes with the rise of the increasingly educated uncommitted? affect your market? patient • What are the critical do’s and don’ts in the • What are the opportunities and • Selling is becoming more evidence current era when outsourcing a sales challenges to pharma? The scale of based. regionalisation and Consortia response to your promotions the upskilling of your organisation’s people will play a part in future models • Everyone is talking about Sales Force How can you innovate and understand the impact these will Automation but how do we measure the CASE STUDY and move forward in have direction.patient • What impact will the changes have on enhance what you can do in front of data or reps? pricing. Should it trickle from the top down? Charlotte Sibley.31 March The new selling CASE STUDY CSOs and beyond. Shire these programmes • How to cook an online strategy mix that Leading pharma speaker TBC works for you Mark Peterson. value customers. Marketing Director.. material and sources to build on your message? messages.

Russia. India new Holy Grail: How to & China (BRIC) SFE in Emerging CASE STUDY achieve measure and maintain this • The ways to overcome the common Markets: What can we elusive lead indicator challenges and issues with working in learn and apply to Europe • Hear how a large primary care team: these countries • Explore the application of metrics in EM Developed and measured effective call • Emerging well as continually evolve Janssen-Cilag Russia with the constant addition of new customers and stakeholders over the next few years • Take into account localisation.sfeeurope. Commercial UCB Pharma Russia take advantage of them? Excellence we have the particularly targeting and segmentation quality on a shoe-string budget.Day 2 & 3 30. International Marketing Team Kevin Crowe. Region Europe & • Recognise the potential impace you Canada. • Hear what CRM tools will support this CASE STUDY territories : A Johnson & GlaxoSmithKline new model Johnson case study • 18 months on . regionalisation and • Examine the government regulations and • Designing & applying SFE as a the up skilling of your organisation’s understand the impact they have on your productivity enhancement tool people reps • Create an integrated system which is able Olga Bogdanovich. partnerships and based on customer to ensure you visit the Rob Dickenson. study your customer to ensure you visit the use of technology and analytics • Forget traditional Sales Force right customer with the right frequency • Maximise the impact of your sales force Effectiveness processes and move • How to optimise market research data to with customized tools and material that towards commercial effectiveness maximise your results delivers real value to customer interaction • Create a multidisciplinary team to Roberto Pino. alignment & implementation of CLM engagement Optimize your sales Tomasz Kosinski. the last two years • How to develop the segmentation criteria • Discover the building blocks needed to • Analyse strategies for success: Hear and explore follow up methods during a create and measure call quality.  Johnson & Johnson effective in this period of change seamlessly . global vs local.Hear the first set of results! • Choose your data source wisely & learn Use CRM to improve customer Ignacio Martínez Castellanos .com . Grunenthal your reps time in the field advocates Pharma SA • Learn to consolidate your data in • How multichannel CRM gives preparation for optimization practitioners choice while catering to their inability to get everything they need to know about a therapy from a single interaction For the most up to date timed agenda visit: www. IT Demand Manager. Global Head Sales Excellence. right portfolio and right products? and discuss the need to revisit/re-evaluate • Drove incredible sales as a consequence Examine the progress have we made in these within mature markets of improving call quality. Managing Director CIS.31 March • Do huge territories mean lost • How to put greater emphasis on Territory Track 3: Sell in Emerging Markets opportunities? Learn how to manage your Management and the measurement of territory to create a flexible deployment of message effectiveness Emerging Markets – What the sales force Daniel Ghozzi. Asia Pacific Sales Director. CRM Team Leader. distributors right customer with the right frequency Warner Chilcott Dirk Otto. engaged and to blend marketing. • How to align processes to make sure all understand why it is crucial in the Johnson & Johnson departments are aware current climate of a decreasing sales Leading speaker from Big Pharma TBC force and changing regulation Closed Loop CASE STUDY • How do you operationalise segmentation Marketing in a Commercial CASE STUDY studies on a portfolio level? Should you do multi-channel environment Effectiveness: Move it across multiple countries? • Transform your Sales Force and drive from the traditional selling model to • Develop a targeting approach based on multi-channel integration through the multidisciplinary teams. Bayer Merck Serono Sales Force efficiency enhancing for Commercial model: How can you Competitive Advantage: Russian Russian case study: How can we sell succeed in the emerging markets? perspective in an increasingly restricted • Overcome the obstacles of the new • Making pieces work together: facts & environment? challenges regulations with KAM. opportunities exist and how can you Mohammed Khater. Olivier Aurin. Ethicon Endo-Surgery. Bayer Healthcare Why Call Quality is the CASE STUDY business can have in Brazil. sales and R&D Analytics Manager. Responsable Intelligence customer Segmentation and Targeting and Economique. examples of how to structure your selling cycle • Hear the secrets to delivering exceptional business to maximize opportunities – • How to develop a targeting approach ROI by being effective as well as efficient. Sales&Operations • Keep your reps motivated. how an internal tracking system can save interactions and create brand CommercialExcellence Iberia. market • How to integrate channels and manage Track 4: Sales Tools & CRM shares & your sales team to form your the response from customers for a sales territories tailor-made approach to each individual Learn how to take advantage of Data. Eli Lilly • Learn key success factors for the effective increase targeting.

Angelini results. Global Head . Primary Care Business Unit manager and the rep & understand the (Europe.what new opportunities exist? • How will the role of the speciality sales the Preferred partner • How can you successfully work together rep evolve in the future? Amlesh Ranjan. Senior Vice President needs & Creating Solutions how you can take advantage of these (ret.Commercial Excellence US. Sally Ransome. A KAM .com .. Associate Director of Sales. Associate can training help your reps to engage with the wide variety of Learn from the successes of key stakeholders? Specialty. Actelion could work for you? • What models have worked well for speciality pharma and how have these “Another great year for SFE . and how can the Pharmaceutical Industry • The organisational challenges faced and • The results obtained in the 'eyes' of the change their approach to KAM to be more learnings customer.A Realistic • What type of NHS customers make approach Transition? decisions on prescribed drugs and what is • How the KAM approach was adopted and • The change in mindsets needed to move their sphere of influence what this specifically meant for planning from 'sales rep or manager' to 'account • How is the industry currently targeting the launch manager' NHS decision makers and how is sales • The practical learnings of KAM during the • The skill-sets needed to be developed to force effectiveness measured? early stages following launch ensure first class account management • Which models of KAM have been • The operational aspects of getting the • The challenges faced in developing key identified as the most profitable on other team to adopt a KAM approach and account managers and the steps that industries getting the infrastructure and tools need to be taken to ensure that this • What can we learn from other industries in-place to meet the specific needs happens. and how they have been successful do you start? • Develop the right assessment criteria and • Understand the challenges of developing • Learn how to define the roadmap for plan to find the right people that have an account management approach in successful implementation business acumen. PMAP Performance Jo Allen. Senior Director .is this CASE STUDY profitable? • Mutuality and collaboration in Identifying the future? Discover Tyrone Edwards. sanofi aventis Carlos Martínez. Head of the A quantitative research study: The approach to the launch of Napps's Gynecological Unit. science and sales Business Improvement Group. Australia.what commercial model Terrell Sweat. Head of Oncology Sales. with specialty companies to enhance • Discover the skills necessary to be seen as Institutional Business & Corporate your pipeline a “consultant sales rep” – it’s more than Hospitals.sfeeurope. NZ). • Learn ways to harness the power of the Johnson & Johnson pharmacists.).led Fabrizio Checchia. Grunenthal UK Shire Napp Pharmaceuticals • Discover the success stories associated Co-creation of Value in Partnership Track 6: Specialty Selling with a small multi-disciplinary workforce with the Customer of account managers and why they are so • The Win-Win approach to Pharma selling Specialty selling.You CASE STUDY necessity of both go first. Kantar Health For the most up to date timed agenda visit: www. • Fill in the skill gaps with proven coaching Liz Murray.Brand & opportunities are there for Big Pharma in speciality Stakeholder Management. MBA. Merck • Transitioning from Product selling to high margins and low market entry Co-creation of value for selves and costs Encourage your sales rep to raise patients • Insights on the position of the specialty their value to the industry • Moving from being a Seller to becoming market . successful • The successes so far! Allan Mackintosh. Pfizer Change is Good . Which models of KAM the new Pharmaceutical Industry are Oncology drug – Levact Sales Representatives to Key Account currently adopting • Why Napp chose to take a KAM led sales Entrepreneurs . Director Sales Excellence.Day 2 & 3 30. Director new type of rep completely? approach Strategic Account Management Program. Canada.31 March Anatomy of a Key Understand evolving KAM models Track 5: Key Account Management CASE STUDY Account Manager: How and how they are enhancing to choose the right one customer focus in Pharma The journey and the take-off phase: • Find out how to identify & assess the skills • Understand the principles of KAM Drive change in your business and competencies you need for your KAM • Hear examples of pharma KAM models • Launch a winning KAM campaign: Where strategy.understand Mark Sales. Head of Customer Medtronic and training methods for both the sales Effectiveness. Coach. will take responsibility your organisation • Who are your main stakeholders for the account and are orientated around • KAM and customer focus : how far do you internally & externally – and how do you the customer want to go? work together from the start? • Can you up skill reps? Or do you need a • What you need to do to evolve your KAM Anette Kihl Chauhan.once again the only event with the been implemented successfully? best speakers and attendees” • Life after the blockbuster era.

Head of Marketing CIS & sales. Global Director Training & sales ability settings in order to increase the Learning. Managing Director. retain and manage new reps of First Line Managers (FLMs) • Developmental activities designed who can service an account and possess • Identify the key indicators that recognise specifically for second line sales managers the ideal mix of medical knowledge and top performance in different management Nick Pope. increase efficiency? How do they aid your measurement? Motivate and Stimulate: Which Ifti Ahmed. through targeting & segmentation and prescribing behaviour • Educating the broad range of customers • How to feed monitoring results quickly to in the launch phase with limited sales marketing to compliment the rep and force support establish dialogue • Overcoming barriers for dialogue through • Learn how real time CLM feedback can "alternative channels" understand which initiatives and • Transforming the targeting process to a messages are working to adjust dialogue process campaigns accordingly • Documenting launch metrics (other than Raja Mvsma. MS and Call Plan Adherence) Russia. Sales Force Effectiveness Incentive Schemes to use and why? Sales Excellence. Project .31 March • How to build a customised compensation Second Line Sales CASE STUDY Track 7: Training & Development plans for Key Account Managers and First Managers . payor happy? these will give you the competitive Inflammation and Immunology Europe. disseminates useful effective sales rep to find out key • See how coaching can ensure “learning knowledge and ensures KPIs are met requirements for the FLM transfer” for your training programs Amit Makwana. • What is important to the payor? Find out advantage Celgene International their needs in order to be really successful • Hear how to educate your customer in the in market access product launch phase and see how this David Thorne. Sanofi-Aventis For the most up to date timed agenda visit: www.What PANEL SESSION positioning during the launch phase • Maximise the pre-launch programs really matters to the • Explore the primary launch challenges • Defend your positioning by people that matter? and hear a framework to overcome these single-minded competitive programs • How do the payors see the role of the sales challenges • Build long-term loyalty through adding force changing? How should the • Understand which Benchmark Metrics are value to your offering promotion of products change to keep the right for your company and discover how Rajesh Gupta. Business Support Nordics.The Line Managers to align their plan with Forgotten Generation? Focus on recruitment to CASE STUDY their distinct goal • Why the role of the second line sales increase impact and Leading speaker from Big Pharma TBC manager has changed decrease turnover through • The skills and capabilities required for innovations in talent management Get it right: The growing importance future success in this role • How to find. NHS & essential to customer loyalty Chief Executive of a large GP Consortia Big pharma speaker TBC To see the latest payor panelists go to Is Closed Loop Marketing a futuristic www.sfeeurope.sfeeurope. Johnson & Johnson • Learn how to tailor compensation plans to incentivise your star performers and how to determine if the plan is effective “Good covergae of SFE hot topics” • How to recognise if individual incentives Paolo Guffanti. Head of Sales Academy Global Markus Wasner. Dr. Bausch & Lomb lead to healthy competition or demotivate other members of the team and the pros and cons of group incentives Explore how companies drive Fast product uptake – value based Track 8: Market Access & Product Launch product uptake and analyse the customer programs to build brand effectiveness of their competitive loyalty Payor panel. Associate Director. Commercial Operations Director. beliefs.Reddy’s Laboratories through MR to reinforce core messages Rune Pilegaard .com hope? • Explore proven methods to send more Engage customers CASE STUDY focused and relevant messages to specific successfully pre-launch segments based on their attitudes.Day 2 & 3 30. Merck Serono SA Manager. • How do you create "autonomy" at FLM • Analyse coaching tools to provide Astellas Pharma level and does increased accountability behavioural guidance to the sales rep. Bausch & Lomb • Upgrade your talent pool by effectiveness of your management team implementing 'best in class' selection and • Examine effective techniques that will How can coaching create real hiring tools that are new to pharma but continue training in to management behavioral change? have a proven track record in other which will improve your sales force from • Evaluate reps competencies and skills – industries the top down and discover what you need to do to • Design an incentive compensation plan • Understand the new profile of the improve them? which retains talent. Executive Director.

a lot for the agenda we can hold a round table on the subject. listen to quite literally hundreds of years of sales 3 / The Topics experience tapped in to 3 days. Imonic Ltd • Balancing Short term need for revenue with long-term partnership Guest Presenter: working Allan Mackintosh. Pfizer. 2 / The Networking During the 20+ hours of dedicated networking. Grunenthal More Information Visit . with take away best practice techniques. and to meet We have thoroughly researched this area in a bid to people like you – those on the cutting-edge of the uncover the hottest topics specific to people in your industry. examples. SFE experts spending time with networking is the beware sparks will fly! No other event can provide you greatest opportunity to receive many insightful with 3 days of business focused networking with some of and profitable ideas. PRE-CONFERENCE KAM WORKSHOP . you’ll rub Spending time with your peers and listening to shoulders with the sharpest minds in sales & marketing.Monday 28th March 2011 .com/kam Do you have what it takes to be the next pharma-idol? www. commercial for more info. Everyone from your colleagues.m.p.a.sfeeurope. session • Account Manager Competencies SURVEYS MEASURE COACH CONTACT & • Improving the ‘Quality of Engagement’ with Healthcare professionals THE TEAM THE TEAM FEEDBACK MGMT • A Case study – Developing Account Team working in Pharma • Measuring KAM performance – The ‘Activity’ debate and New Metrics Workshop Leader: David Wright. Senior sales executives from all top 20 pharma including AstraZeneca. of new and learning experiences! Email keversole@eyeforpharma. competitors and clients will be there – this makes SFE Europe a hub of information you simply can’t get anywhere else. I invite you to come and the most influential people in your field.DUSSELDORF Advancing KAM in Pharma . For the latest updates follow Kate on twitter: Letter From Twitter. If you have any additional suggestions . No other event can deliver such knowledgeable insights and Jean Paul Lemmens answers to key challenges you Our Chairman: Dear Colleague. session ACCOUNT • KAM Fundamentals – avoid the hype.sfeeurope. discussions and presentations. Hoping to see you in Dusseldorf in 2011! 4 / The Case Studies Learn through a proven formulary of sales and marketing Best regards. The only meeting you need I am looking forward to be involved as one of the 1 / The Speakers VP & Board Level insights in addition to a host of expert chairmen for SFE Europe 2011! Sales Force speakers. Managing Director 5/ The Size Commercial Health Consulting With over 600 delegates this is the largest Pharmaceutical Sales Conference in the world.m. www. position. and Proctor & Gamble were consulted to ensure you hear the topics that are the most I am sure eyeforpharma will ensure via many important to you. define KAM for your organisation STRATEGY • The case for KAM and the key challenges for Pharma in 2011 • A Diagrammatic definition of KAM & debating its key components ACCOUNT CONTACT PLANS STRATEGY • What is working and not working in Pharma • Gaining and keeping commitment from your management team ACCOUNT CUSTOMER OPPORTUNITY POTENTIAL KNOWLEDGE DEVELOPMENT Advancing KAM in Pharma . You will profit from their vision and take away Effectiveness has grown in the last couple of years powerful new strategies and solutions to give fresh to one of the most vital elements in your impetus to the way you tackle the challenges you face.

Training & • Consultants For the full speaker line-up and the most up to date agenda visit: www. Bayer & same room as you and eager to exchange ideas and Shire and many more! Including insights from share experiences – did I mention that this includes your outside industry. and understand new products and solutions in action. Simply purchase a ‘Gold Pass’ when you register. Over 600 people attended SFE Europe 2010 – Take a look at the This event will build new prospects and strengthen break down below: current business relationships. Richard Ellis on rellis@eyeforpharma. on strategic issues.and with the The only meeting place for pharmaceutical sales expertise on . roundtables The SFE Europe exhibition floor is an opportunity to see. Business Opportunities For Solution Providers • We are dedicated to providing a forum where out attendees can learn about the most advanced and Who Should Attend . Key Account Opportunities available include • 1 to 1 meetings with key decision makers Sales • Take a speaking slot and address 600 sales & marketing executives • Show off your latest products and services in our Marketing exhibition hall • Build your brand with exclusive promotional opportunities Product • Host interactive workshops with core clients and prospects • and much more! Brand If you want to meet with senior decision makers from pharmaceutical and biotech companies across Solution Europe then contact Richard Ellis on Providers & +44 (0) 207 375 7170 rellis@eyeforpharma.sfeeurope. Over 1 / Unrivalled speaker line-up: 600 leaders and innovators in the SFE space will be in the With senior representatives from Pfizer. and Stakeholder Engagement. We will record every & marketing executives presentation so you don’t have to miss a thing. No 2 / Big picture discussions: other event can provide you with 3 days of business focused Multiple high-level panels for enhanced debate networking with some of the most influential people in your 4 / Fill your contact book: 20+ hours of networking opportunities with a senior. optimization Get in touch with our Head of Sales today. You’ll be given access to the online recordings within 10 days of the event. companies with an innovative solution in the areas of Key Account Management. tailored solutions available on the market.Networking and Exhibition Our 5 guarantees to you: Face-to-Face networking is key to survival in 2011. CRM.we only have 10 left.American Express & Medtronic key stakeholders too? The design of the event maximizes networking time with over 20 hours applied over the 3 days. 3 / Best practice and benchmarks: The only exhibition floor you’ll need Practical and interactive workshops. KAM. targeted audience of sales & marketing executives & your key stakeholders Catch every presentation… 5 / Be where the action is: It can be difficult to catch every presentation. discover & case studies on the nitty gritty of t&d. Register on page 11 now. • There are a limited number of spaces available for It’s not just SFE anymore…. you’ll want to.including how to measure Build relationships and grow your contact list in 2011 to transform the success of your KAM strategy? the future of your business. Spaces are speciality selling. product launch & CSO limited.

VAT will be charged.: __________ Expiry date: _______________ Security Number (last three digits on back) _____ Please charge my credit card: € _________________________________________ Name on card: ________________________________________________________ Amex Visa Mastercard Signature:_____________________________ Country:_______________________ FAX THIS FORM TO +44 20 7375 7576 Staying in Dusseldorf? You’re welcome to take advantage of Group Discounts the special rates we have negotiated Take advantage of eyeforpharma’s unique team For the full speaker line-up and the most up to date agenda visit: www.eyeforpharma. Cancellations before February 20th 2011 incur an administrative the prevailing rate on the invoice date and the relevant details will appear on the invoice. YOUR CHOICE OF REGISTRATION PACKAGE Super Early Bird Price Early Bird Price FOR PHARMA COMPANIES Standard Price Before Dec 10th Before Feb 11th Platinum Pass • Three day full access pass • Access to all workshops • Full event video recording • Access to KAM webinar €2495 €2795 €3095 • Exclusive McKinsey Report Gold Pass • Three day full access pass • Access to all workshops €1895 €2195 €2495 • Full event video recording Silver Pass • Three day full access pass €1595 €1895 €2195 • Access to all workshops Solution Provider & Super Early Bird Price Early Bird Price Standard Price Consultant Before Dec 10th Before Feb 11th Platinum Pass • Three day full access pass • Access to all workshops • Full event video recording €2795 €3065 €3365 • Access to KAM webinar • Exclusive McKinsey Report Gold Pass • Three day full access pass €2195 €2495 €2795 • Access to all workshops • Full event video recording Silver Pass • Three day full access pass €1895 €2195 €2495 • Access to all workshops *NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT . Bring 3 with the Hilton for the full length of colleagues and get 1 free pass. or we will be obliged to charge you will only be accepted if there is no material error in the price advertised on the website.sfeeurope. If you cancel your registration after February 20th 2011 we will be obliged to charge you the full Intelligence takes every care to ensure that prices quoted are correct at time of publishing however. bookings fee. The more people you bring the more your extended stay. The organisers reserve the right to make changes to the program without notice. money your company saves and the more it gains in knowledge to make big savings! Terms & Conditions All prices displayed are exclusive of VAT unless otherwise stated but. at Places are transferable without any charge. text of term & conditions at: www. DELEGATE DETAILS Mr / Mrs / Ms / Dr: _________________ First name: _____________________________ Last name: ___________________________ Company:______________________ Position / Title: ____________________________________________________________Telephone: ___________________________ Fax: ___________________________ E-mail: ______________________________________ Country: ____________________ Address: _____________________________ Postcode: ______________________ 3. FC Business charge of 25%. Please read the complete the full fee. where Contact the eyeforpharma team on +44 (0) 20 7375 7576 for more info on this. PAYMENT I enclose a cheque/draft for: €____________ (payable to FC Business Intelligence Ltd) Credit card number: ___________________________________________________ Please invoice my company: € ____________ Purchase Order No. Please note . or email register@eyeforpharma.Register NOW in 3 easy steps must notify eyeforpharma in writing of a cancellation. Email us on info@eyforpharma.

GM.Hilton Dusseldorf Are you serious about your new commercial strategys? Benchmark your strategies against SFE 2011 is different. Deputy Head Global Clinical Best practice case studies from other regulated industries Development Global Head Business & Science Affairs such as American Express & Medtronic . Why? our expert speakers: Cecile Quaedackers 6 months of research with sales & marketing managers & VP/General Manager Global Client directors from the top 20 pharma companies like Pfizer. measurable strategies beyond the Charl Van Zyl frequency & coverage model VP & GM Bausch and Lomb An audience of pharmaceutical Sales & Marketing executives .not consultants and service providers Plus many more.What key takeaways Actelion Pharmaceuticals can we learn from them? Andre Groenwegen An interactive forum. 650 + attendees Save €300 when you register before Feb 11th 9th Annual SFE Europe 2011 & Commercial Excellence 3 day conference . Heel Rune Pilegaard. an in-depth agenda and insight on who you’ll meet! . Sanofi Aventis Official Media Partner Media Partners Open now to get a breakdown of all our speakers. Group American Express GCC Genzyme and AstraZeneca have ensured we know exactly what YOU need to know when it comes to increasing your Ken Jones effectiveness and hitting those targets COO Europe Astellas We have confirmed the NHS to discuss new government policy & joint working Dr. Bayer Joerg Sulner. Miri Halperin Wernli VP. Turn to Page 2 “Never fails to deliver” “SFE by eyeforpharma is still “A great place for expanding the benchmark” relationships” Ian Talmage.9 focused tracks dealing with the VP Global Medical Affairs Adolescent/Adult Vaccines biggest issues in sales excellence GSK An emphasis on practical.our keynote day will be fully VP & General Manager UCB interactive with a live polling system plus 20 workshops to choose from Michael Zaiac A tightly-focused agenda .29-31 March . Analyst.Researched and organised by Bigger and better than ever. Senior VP.