Conference Day Three: Following The Evolution Of Pharma Marketing & Sales To Succeed In The Changing Healthcare Environment – Part 2

• Determining the best methods for sales training and engagement for product launches or to reinvigorate mid or end-of-lifecycle brands

• Identifying which platforms and mobile technology are designed to reinforce core messages with your sales people and help them develop new skills

• Measuring what your sales people know; are they prepared to sell? How to keep this fun and engaging for your sales force

• Minimizing risk by ensuring your sales people know legally what they can and cannot say and that they understand core messages

• Ensuring maximum engagement of your sales force throughout product lifecycles

Carol Perriccio

Director of Sales Training & Operations
Entera Health

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Mike Moran

Field VP
GlaxoSmithKline

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Jeff Borkowski

Vice President of Strategic Accounts
Qstream

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• No one has mastered multichannel marketing yet. What have we learned over the past few years to bring our marketing strategy to the next level?

• Identifying the best ways to keep interest alive in your product through multichannel marketing

• Understanding effective touch points and how multichannel marketing is not just for physicians but also patients, providers, and payers

• Assessing the different technology platforms available to support your multichannel marketing efforts

• Incorporating marketing, sales, and IT to create a customer centric multichannel marketing approach

Deb Nevins

Multi-Channel Marketing, Associate Director Digital Promotion & MCM Strateg
Boehringer Ingelheim Pharmaceuticals, Inc.

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Brian Peters

Senior Director Marketing
Medac Pharma

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• The first 6 months after launch are critical for brand uptake, therefore preparation and training of sales teams needs to be carefully planned and executed. A process needs to be outlined to provide global teams with necessary learning elements for a successful launch.

• Designing a flexible platform that permits global commercial teams to easily choose the elements that better supports their training plan for product launch multidisciplinary approach to coordinating with key global commercial liaisons to assess learning needs in support of
new product launches

• Partnering with global marketing in aligning resources and budget to develop a learning platform that supports key business initiatives

• Understanding how the human brain stores information and moves it into long term memory to design your training program to be most effective; where are most current training programs lacking?

• Describing the theoretical framework for confidence based learning and how it works in pharma

• Designing the testing, from equally viable multiple choice answers to stating how confident you are that your answer is correct

• Pinpointing what curriculum needs to be gone over again and how to ensure it will stay in reps’ long term memory

Paige Querol

Former Director, Global Learning & Development/Commerical Operations
ARIAD Pharmaceuticals

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• Identifying the benefits of social listening for pharma; who has adopted these technologies and what challenges are they overcoming?

• Using social listening to uncover patient journeys and unmet HCP needs that can supplement your marketing strategy

• Outlining other benefits and capabilities of social listening software

• Assessing online adverse event monitoring and its implications for pharma

• Determining which platform to utilize or ensuring you are fully exploiting your current social listening strategy

• Taking social listening data and turning it into insights and then actions that complement your marketing and product strategy

• Understanding the importance of an internal collaborative approach among your entire commercial operations

• Identifying what is standing in the way of sales learning and development to get a seat at the table with marketing and other internal stakeholders

• Explaining how sales learning and development can establish stronger relationships with the marketing department

• Creating a short- and long-term plan to ensure your sales learning and development efforts are aligned with a collaborative approach

• Why consumer insights can true but useless at driving sales

• Why features & benefits test well but don’t deliver in the
marketplace

• OTC campaign examples, which significantly grew business
and helped people learn healthy new habits.

Linda Watson

Former Director Global Marketing, Consumer Healthcare
GlaxoSmithKline

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