PharmaForce 2014 (past event)
September 16 - 18, 2015
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Conference Day Three: Following The Evolution Of Pharma Marketing & Sales To Succeed In The Changing Healthcare Environment – Part 2
Track A: Sales Force Effectiveness & Training
09:00 - 09:15 Chairperson’s Opening AddressTrack B: Multichannel Marketing & Brand Strategy
09:00 - 09:15 Chairperson’s Opening AddressTrack A: Sales Force Effectiveness & Training
09:15 - 09:55 PANEL: Minimizing Risk And Maximizing Engagement Of Your Sales Teams To Achieve Top Performance• 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
Track B: Multichannel Marketing & Brand Strategy
09:15 - 09:55 PANEL: Optimizing Your Multichannel Marketing For Increased Profitability And Improved Customer Engagement• 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 StrategBoehringer Ingelheim Pharmaceuticals, Inc.
Track A: Sales Force Effectiveness & Training
09:55 - 10:15 Surviving Global Product Launches Through Strategic Planning Of Learning Curriculum• 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
Track B: Multichannel Marketing & Brand Strategy
09:55 - 10:15 Traumatic Brain Injury In Today’s US Healthcare SystemTrack A: Sales Force Effectiveness & Training
10:15 - 10:35 Using Confidence-Based Learning For More Effective Training And Long-Term Memory Retention• 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 OperationsARIAD Pharmaceuticals
Track B: Multichannel Marketing & Brand Strategy
10:15 - 10:35 Optimizing The Use Of Social Listening To Supplement Market Research And Monitor Online Adverse Events• 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
Track A: Sales Force Effectiveness & Training
10:35 - 10:55 Sales Learning And Development – Internal Organization Strategic Alignment• 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
Felice Ginsburg
Director, Oncology Sales Learning & DevelopmentJanssen
Track B: Multichannel Marketing & Brand Strategy
10:35 - 10:55 More Effective Marketing Programs Through Behavior Change• 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.
10:55 - 11:25 Morning Refreshment & Networking Break & Last Opportunity To Experience The Social Zone
11:25 - 12:30 Interactive Roundtable Discussions With Morning Speakers Choose 2 (30 minutes each)
Eric Toppy Global Launch Leader, INVOKANA - Global Strategic Marketing Johnson & Johnson
Paige Querol Former Director, Global Learning & Development/Commerical Operations ARIAD Pharmaceuticals
Linda Watson Former Director Global Marketing, Consumer Healthcare GlaxoSmithKline
Felice Ginsburg Director, Oncology Sales Learning & Development Janssen
1. Surviving Global Product Launches Through Strategic Planning Of Learning Curriculum
Maria Martina Maldonado-Wexler, Former Senior Manager, Global Commercial Excellence, Baxter Healthcare BioScience
2. Traumatic Brain Injury In Today’s US Healthcare System
Eric Toppy, Global Launch Leader, INVOKANA -Global, Strategic Marketing, Johnson & Johnson
3. Using Confidence-Based Learning For More Effective Training And Long-Term Memory Retention
Paige Querol, Former Director, Global Learning & Development/Commercial Operations, ARIAD Pharmaceuticals
4. Optimizing The Use Of Social Listening To Supplement Market Research And Monitor Online Adverse Events
Trish Nettleship, Director, Social Media & Influence, UCB
5. Sales Learning And Development– Internal Organization Strategic Alignment
Felice Ginsberg, Director, Oncology Sales Learning & Development, Janssen
6. More Effective Marketing Programs Through Behavior Change
Linda Watson, Former Global Marketing Director, Consumer Healthcare, GlaxoSmithKline
Paige Querol
Former Director, Global Learning & Development/Commerical OperationsARIAD Pharmaceuticals
Felice Ginsburg
Director, Oncology Sales Learning & DevelopmentJanssen