Translating Marketing Insights into Sales Activities For Pharma Manufacturers Only

It’s no secret that when it comes to the biopharma industry, no one company is the same. Not only do our products, therapeutic areas and size vary from company to company, but we also see vast variations in infrastructure. The bones of a company like Pfizer – with more than 70,000 employees – are inherently different than a smaller biotech like Biogen, which employs closer to 7,000. Yet across the board, the industry is realizing that marketing and sales need to integrate in order for our promotional strategies to thrive.

During this interactive discussion, a mix of senior-level marketing and sales experts, from both big and small pharma, will kick off PharmaForce 2016 by addressing your most pressing and basic questions, such as:

• Why do silos exist and is it “healthy to have friction between marketing and sales teams?
• What are practical approaches to driving a collaborative culture and what would you recommend for up and coming leaders?
• How can we integrate the sales team into the marketing planning process?
• How can we share project assignments to improve teamwork and cooperation between marketing and sales?
• How can field advisory boards can provide valuable insights to the brand team?


During this interactive discussion, a mix of senior-level marketing and sales experts, from both big and small pharma, will kick off PharmaForce 2016 by addressing your most pressing and basic questions, such as:

• Why do silos exist and is it “healthy to have friction between marketing and sales teams?
• What are practical approaches to driving a collaborative culture and what would you recommend for up and coming leaders?
• How can we integrate the sales team into the marketing planning process?
• How can we share project assignments to improve teamwork and cooperation between marketing and sales?
• How can field advisory boards can provide valuable insights to the brand team?

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Some problems with traditional Leadership Development Programs (LDPs) include favoring tenured or high-performing sales representatives and focusing on subjective assessments of core competencies. There are many real-world examples that support the saying “the best players (sales representatives) are not always the best coaches (managers)?” Aside from entry bias, most LDPs fail to develop “true” leaders or eliminate “would-be” leaders because they focus on participation in “canned” workshops or completion of on-line courses. According to research on adult learning principles, this is not an optimal approach in terms or retention rates or skill development. The consequences of having a traditional LDP can be severe and may impact everything from employee morale to the company’s bottom-line. In contrast, innovative LDPs are effective, efficient, and establish “true” leaders because they focus on objective assignments that align with business philosophy.

Participants will gain a better understanding of:
• The REAL reasons to have an LDP
• Traditional LDPs and why they FAIL
• Innovative LDPs and why they WORK
• How to incorporate innovative approaches to an existing LDP

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We all know that the healthcare landscape is changing. Physician prescribing behavior continues to shift as more HCPs turn to hospital systems and ACOs for employment. What are the implications for your sales reps? How are we adjusting our commercial infrastructure to fit as the industry shifts away from the traditional sales force model?

Our senior-level panelists, representing both small and large biopharma, will offer a distinct perspective on the following:

• The challenges, advantages and disadvantages of partnering with contract sales organizations (CSOs) versus internal sales organizations
• Hiring experienced reps versus reps with little or no experience
• The right ratio of sales versus marketing and strategic account managers/directors

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Curious how brand managers are allocating budgets and how sales managers are shifting compensation strategies? Our respected Advisory Board is putting together a benchmark study to help you see how your firm stacks up against your peers and competitors. Spend five minutes taking this anonymous survey then we’ll do the dirty work of tallying the results and packaging them to share with you.

Have an area of your job you’d like benchmarked? Email Charleen.ring@wbresearch.com with your ideas.

• Identify the “Four Forces” of today’s US healthcare market
• Recognize when an ACO is not an ACO
• Gain insight into whether a payer be a partner
• Understand who defines value and how it’s defined
• Talk real data in the Real World
• Discuss marketing and commercialization: System dynamics of the Eco-system

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There are no guarantees when you hire sales talent from another company. There are always question marks around actual performance, cultural fit, and the ability to adapt. But one alternative to complement you experienced-hire recruiting is the Sales Internship. Internship programs allow you to develop sales people at the roots of their career, putting your company in command of how they learn the business. They also give emerging sales managers an opportunity to manage teams at a critical point in their own careers.

This presentation will cover:
• Examples of winning sales internship programs
• Finding strong internship candidates through on-campus sales challenges
• How to make the program valuable for both the intern and management
• What next? Can we hire these people fulltime?

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Account management and creative leadership team up to offer hints and tips for how to get from your advertising agency those big bold ideas that make a difference.

• Inside the agency mindset
• Building a collaborative relationship
• Getting started on the right foot
• Getting things done
• Providing valuable feedback

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• Learn about action that is proactive, impactful and measurable as we all know leading pharma sales and marketing organizations share a common, key trait; they leverage actionable customer insights to drive performance across within the market.
• See how pharma leaders cast off the age of gut-based, product-focused, reactive decision making that enables the commercially intelligent model.

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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 conversation are. Plus you get to choose your own adventure: pick the three topics that will pack the biggest punch for your 2015/2016 promotional strategies.

# 1 The Prescription for Modern Marketing and Sales - The New Performance Culture
Kristy Junio, Senior Director, Healthcare & Life Sciences, Oracle
Steve Ewaldz, Director, Sales, Oracle
#2 How Data and Insights Can Accelerate Customer Engagement
Judson Chase, Customer Success Director, Zephyr Health
# 3 Identifying The Analytics Priorities for Pharmaceutical Companies: Helping to Break Through Healthcare’s Increasing Complexity
Dan Wetherill, Associate Principal , ZS Associates
# 4 Getting the Best Ideas from Your Agency
Amy Hansen, SVP, Creative Director,
#5 How to Improve Script-writing Momentum
Sam Rajan, Co-Founder, CoverMyMeds
#6 Decoding Medicare Claims Data to Guide New Drug Launches
Fred Trotter, Founder and CTO, CareSet Systems
#7 Title: How insightful are your customer insights?
Dan Rizzo, Life Sciences Commercial Practice, Ernst & Young LLP
#8 Driving an Effective Promo Optimization Strategy Through Innovative Segmentation Techniques
Bob Kelly, Senior Principal, Center of Excellence Leader, Sales Force Effectiveness, IMS Health

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• Considerations for building or renting a salesforce
• Best launch practices
• Managing expectation and reality

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When we talk about the “Triple Aim,” we ask ourselves how we can improve the healthcare system while decreasing cost. How can we generate better outcomes for better care? In this overview, John Sears combines his experience in global marketing with his current role in healthcare quality strategy to:
• Identify new and key stakeholders in the continuum of care
• Look at engagement models in the US and globally
• Derive optimum value for all stakeholders
• What are the new modes of value generation?

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It’s so important to adapt your sales and marketing strategies to the changing healthcare environment. During this issue-centric discussion, you’ll gain insight into the inner workings of integrated hospital networks (IHNs), Accountable Care Organizations (ACOs), Payers, and their c-suite executives. It’s time for pharma to be part of the solution here by understanding the key issues faced by the C-Suite.

The audience will:

• Learn best practices for creating, enhancing and leveraging relationships with the C-Suite
• Get educated on new roles and titles, including chief experience officer, chief transformation officer and chief nursing informatics officer
• Gain a better grasp on the “rules of engagement,” i.e. the right time, the right place and the right product

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• Pros and Cons of Marketing Mix Analysis
• What is the true business impact of sales force?
• Resource allocation best practice between Sales Force and DTC

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Welcome to the Social Zone, your “home base” for the next two days. This is where you’ll enjoy endless coffee, soft drinks and snacks; learn about the latest technology innovations; and catch up with your colleagues and peers. We invite all PharmaForce attendees to join us for the fun festivities. But don’t think we forgot – tonight also kicks off Monday Night Football! And while we’re technically still in Giants territory, we’re not too far off from Eagles country. So no matter your allegiance, let’s set aside our differences and enjoy an evening of wings, cold beer, hot dogs, giveaways, games and more NFL fun. Feel free to stick around after to catch the game with your new friends.