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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
Astellas

Dr. Miri Halperin Wernli

VP, Deputy Head Global Clinical
Development Global Head
Business & Science Affairs
Actelion Pharmaceuticals

Andre Groenewegen
VP & General Manager
UCB

Michael Zaiac
VP Global Medical Affairs
Adolescent/Adult Vaccines
GSK

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

GLOBAL SPONSORS: GOLD SPONSORS: SUPPORTING SPONSORS:

SILVER SPONSOR:

Open now to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!
 New markets, 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- yes, Dusseldorf!
Cecile Quaedackers Charl Van Zyl
Following feedback from last year’s delegates and our Vice President/General Manager Global VP & GM
research, we will be moving the event to Germany, with an Client Group Baush and Lomb
American Express GCC
excellent venue and the location is easy to get to. Plus, 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. Miri Halperin Wernli Creative Director
Vice President, 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- with a polling Actelion Pharmaceuticals ltd IPSEN
system for every presentation. 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. This UCB UCB Pharma Russia
year we are breaking the event down in to 9 tracks- making
Michael Zaiac Carlos Martínez
it bigger & more specialised than ever before. VP Global Medical Affairs Director Sales Excellence, Business
Adolescent/Adult Vaccines Improvement Group
GSK Johnson & Johnson
Turn to page 4,5 & 6 for more information on these sessions,
and all presentations. We’d be delighted to hear your thoughts Ifti Ahmed Oliver Mitchell
on the programme. Head of Sales Academy Global Sales Head of Customer Excellence
Excellence Abbott
Merck Serono SA
We hope to see you there. Tyrone Edwards
Rob Dickerson Senior Vice President (ret.)
Asia Pacific Sales Director Merck
Last year’s event was an undisputed success. 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), it was one of International Marketing Team Head Angelini
our biggest events ever. Here’s what some of your peers have Bayer
Allan Mackintosh
said about the event: Terrell Sweat PMAP Performance Coach
Senior Director - Commercial Grunenthal UK
Excellence US
Actelion Liz Murray
“Excellent event! Particularly enjoyed the cross-cultural Head of Customer Effectiveness,
diversity of thought--intellectually stimulating!” Mohammed Khater Primary Care Business Unit (Europe,
Commercial Excellence Manager Canada, Australia, NZ)
Terrell Sweat, Senior Director Commercial Effectiveness, 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. 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, Director, Janseen Cilag
Jesus Cardenes Olivier Aurin
Commercial Operations Manager Responsable Intelligence Economique,
“Great Conference: a good mix between excellent speakers Shire TK Ethicon Endo-Surgery
Johnson & Johnson
and great networking opportunities.” Ignacio Martinez
Business Excellence Director Amit Makwana
Eric Rambeux, VP, Abbott Grunenthal Managing Director
Astellas Pharma Ltd.
Tomasz Kosinski
IT Demand Manager Markus Wasner
GlaxoSmithKline Sales Force Effectiveness Manager,
Johnson & Johnson
Rune Pilegaard
Associate Director, Business Support Amlesh Ranjan
Nordics Associate Director,
Sanofi-Aventis Institutional Business & Corporate
Hospitals
Kevin Crowe sanofi aventis
Global Head Sales Excellence
Merck Ken Buist
Best regards, 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. Register early – you will save €300 before Feb 11th
Twitter.com/KateEversole
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,
tested & worked- tips 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, 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 www.sfeeurope.com 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
100,000 Sales Assessments

“Excellent event! Particularly

enjoyed the cross-cultural
diversity of thought - intellectually
stimulating!”
Terrell Sweat, Senior Director, Actelion

For the full speaker line-up and the most up to date agenda visit:
www.sfeeurope.com
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 - in 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, 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,
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 markers- 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, sales and
value? R&D seamlessly - as 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. Miri Halperin Wernli Adolescent/Adult Vaccines
Vice President, 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 model- discover 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 tried, 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.sfeeurope.com
Day 2 & 3
30- 31 March
Track 1 : Sell in Mature Markets
Spotlight on the UK: Commissioning
Devolution and the English GP
Consortia's implications for pharma
• Understand the impact of ‘the most
radical reorganisation of healthcare since
its inception’ – how do these changes
affect your market?
• What are the opportunities and
challenges to pharma? The scale of
change covers all activity from the
corporate to the field employee
• What impact will the changes have on
pricing, procurement and budgets, value
added programmes, material and
messages, customers and key account
management , medicines management,
formularies and guideline adherence
David Thorne
Project Director
NHS & Chief Executive of a large GP
Consortia
How can you innovate
CASE STUDY
and move forward in
this high pressure environment?
Lessons learned from the device
space
• How does the sales force bring innovation
to the patient?
• When should we focus on innovation?
Who should be innovating – is it
something we can regulate? Examine the
pros and cons
• Create a culture of innovation within the
company. Should it trickle from the top
down?
Armin Pearn, Marketing Director, Dentsply
Track 2: Digital Selling
Explore all channels- CASE STUDY
Understand the
potential power of digital selling and
how it could work for you
• Discover the added value of digital selling
to both your business and for the
customer
• Key examples of engaging the customer
via online methods
• How to cook an online strategy mix that
works for you
Mark Peterson, CRD Center Manager,
Boehringer Ingelheim Danmark A/S
For the most up to date timed agenda visit:
The new selling CASE STUDY
environment- what
does this mean for you and your
Sales Rep?
• Work with a variety of healthcare
stakeholders to determine a long-term
purchasing strategy
• Determine the new selling skills you need
with the rise of the increasingly educated
patient
• Selling is becoming more evidence
based- explore what this trend means for
your rep?
• With less face-to-face interaction time -
enhance what you can do in front of
customers. How do you use other media
sources to build on your message?
Oliver Mitchell, Head of Customer
Excellence, Abbott
Gain a competitive advantage: which
sales model will work for you?
• Discover how KAM, regionalisation and
the upskilling of your organisation’s
people will play a part in future models
and understand the impact these will
have
• Do huge territories mean lost
opportunities? Learn how to manage your
territory to create a flexible deployment of
the sales force
• Global vs Local Framework: Hear the
strengths and weaknesses to discover
which balance is right for your company
Charlotte Sibley, Senior Vice President,
Shire
How does eMarketing fit in to the
marketing mix?
• Hear how to get buy-in from above to
produce your eMarketing programmes
• Learn how to incorporate eMarketing in
to your marketing strategy to get the most
out of this essential channel
• How do you structure the change from
traditional media to a social media
strategy?
Jesus Cardenes, Commercial Operations
Manager, Shire
www.sfeeurope.com
CSOs and beyond..How can third
parties enhance your strategy?
• Hear how a contract sales organisation
can increase your flexibility, find new
talent and make savings on your head
count cost
• Do CSO reps learn faster and work harder
or are they unmotivated and
uncommitted?
• What are the critical do’s and don’ts in the
current era when outsourcing a sales
force
• Hear how different companies outsource
& what they choose to outsource- patient
data or reps?
Leading pharma representative TBC
Learn how the right
CASE STUDY
metrics can enhance
program effectiveness
• Learn about innovations in geographic
customisation & tailoring - how to track
and diagnose trends to enhance market
response to your promotions
• Everyone is talking about Sales Force
Automation but how do we measure the
direction, quality and quantity?
• Proven strategies to enable you to
measure productivity that will provide
valuable feedback on your investment
Oliver Taraud, Operations Informatics
Director, Ipsen
“Well done and well
organized”
Charlotte Sibley, VP
Shire
Explore the rapid evolution of social
media – we are all nervous
• Analyse different social media tools such
as facebook and twitter to learn which
balance is best for your brand
• Combine social media with your sales
mix to make your brand more appealing
and increase online sales whilst
increasing stakeholders trust and
credibility
• Learn how to demonstrate the ROI for
these programmes
Leading pharma speaker TBC
Day 2 & 3
30- 31 March
Track 3: Sell in Emerging Markets
Emerging Markets – What
opportunities exist and how can you
take advantage of them?
• Recognise the potential impace you
business can have in Brazil, Russia, India
& China (BRIC)
• The ways to overcome the common
challenges and issues with working in
these countries
• Emerging marketing- do we have the
right portfolio and right products?
Examine the progress have we made in
the last two years
• Analyse strategies for success: Hear
examples of how to structure your
business to maximize opportunities –
global vs local, partnerships and
distributors
Dirk Otto, International Marketing Team
Head, Bayer
Commercial model: How can you
succeed in the emerging markets?
• Overcome the obstacles of the new
regulations with KAM, regionalisation and
the up skilling of your organisation’s
people
• Create an integrated system which is able
to blend marketing, sales and R&D
seamlessly - as well as continually evolve
with the constant addition of new
customers and stakeholders over the next
few years
Track 4: Sales Tools & CRM
Learn how to take advantage of Data,
Segmentation and Targeting and
understand why it is crucial in the
current climate of a decreasing sales
force and changing regulation
• How do you operationalise segmentation
studies on a portfolio level? Should you do
it across multiple countries?
• Develop a targeting approach based on
your customer to ensure you visit the
right customer with the right frequency
• How to optimise market research data to
maximise your results
Roberto Pino, CRM Team Leader, Eli Lilly
Optimize your sales
CASE STUDY
territories : A Johnson &
Johnson case study
• Choose your data source wisely & learn
how an internal tracking system can save
your reps time in the field
• Learn to consolidate your data in
preparation for optimization
For the most up to date timed agenda visit:
• Do huge territories mean lost
opportunities? Learn how to manage your
territory to create a flexible deployment of
the sales force
Mohammed Khater, Commercial
Excellence Manager, Region Europe &
Canada, Bayer Healthcare
SFE in Emerging CASE STUDY
Markets: What can we
learn and apply to Europe
• Explore the application of metrics in EM
particularly targeting and segmentation
and discuss the need to revisit/re-evaluate
these within mature markets
• How to develop the segmentation criteria
and explore follow up methods during a
selling cycle
• How to develop a targeting approach
based on customer to ensure you visit the
right customer with the right frequency
Kevin Crowe, Global Head Sales Excellence,
Merck Serono
Russian case study: How can we sell
in an increasingly restricted
environment?
• Examine the government regulations and
understand the impact they have on your
reps
• Keep your reps motivated, engaged and
effective in this period of change
• Take into account localisation, market
shares & your sales team to form your
sales territories
Olivier Aurin, Responsable Intelligence
Economique, Ethicon Endo-Surgery,
Johnson & Johnson
Closed Loop CASE STUDY
Marketing in a
multi-channel environment
• Transform your Sales Force and drive
multi-channel integration through the
use of technology and analytics
• Maximise the impact of your sales force
with customized tools and material that
delivers real value to customer interaction
• Learn key success factors for the effective
implementation of CLM
Tomasz Kosinski, IT Demand Manager,
GlaxoSmithKline
Use CRM to improve customer
interactions and create brand
advocates
• How multichannel CRM gives
practitioners choice while catering to
their inability to get everything they need
to know about a therapy from a single
interaction
www.sfeeurope.com
• How to put greater emphasis on Territory
Management and the measurement of
message effectiveness
Daniel Ghozzi, Managing Director CIS,
UCB Pharma Russia
Why Call Quality is the CASE STUDY
new Holy Grail: How to
achieve measure and maintain this
elusive lead indicator
• Hear how a large primary care team:
Developed and measured effective call
quality on a shoe-string budget.
• Drove incredible sales as a consequence
of improving call quality.
• Discover the building blocks needed to
create and measure call quality.
• Hear the secrets to delivering exceptional
ROI by being effective as well as efficient.
Rob Dickenson, Asia Pacific Sales Director,
Warner Chilcott
Sales Force efficiency enhancing for
Competitive Advantage: Russian
perspective
• Making pieces work together: facts &
challenges
• Designing & applying SFE as a
productivity enhancement tool
Olga Bogdanovich, Sales&Operations
Analytics Manager,  Johnson & Johnson
Janssen-Cilag Russia
• How to integrate channels and manage
the response from customers for a
tailor-made approach to each individual
customer
• How to align processes to make sure all
departments are aware
Leading speaker from Big Pharma TBC
Commercial
CASE STUDY
Effectiveness: Move
from the traditional selling model to
multidisciplinary teams- case study
• Forget traditional Sales Force
Effectiveness processes and move
towards commercial effectiveness
• Create a multidisciplinary team to
increase targeting, alignment &
engagement
• Hear what CRM tools will support this
new model
• 18 months on - Hear the first set of results!
Ignacio Martínez Castellanos ,
CommercialExcellence Iberia, Grunenthal
Pharma SA
Day 2 & 3
30- 31 March
Track 5: Key Account Management
The journey and the take-off phase:
Drive change in your business
• Launch a winning KAM campaign: Where
do you start?
• Learn how to define the roadmap for
successful implementation
• Who are your main stakeholders
internally & externally – and how do you
work together from the start?
Anette Kihl Chauhan, Director
Strategic Account Management Program,
Medtronic
Change is Good - You CASE STUDY
go first. A KAM - led
approach to the launch of Napps's
new
Oncology drug – Levact
• Why Napp chose to take a KAM led sales
approach
• How the KAM approach was adopted and
what this specifically meant for planning
the launch
• The practical learnings of KAM during the
early stages following launch
• The operational aspects of getting the
team to adopt a KAM approach and
getting the infrastructure and tools
in-place to meet the specific needs
• The organisational challenges faced and
learnings
• The successes so far!
Sally Ransome, Head of Oncology Sales,
Napp Pharmaceuticals
Track 6: Specialty Selling
Specialty selling- is this CASE STUDY
the future? Discover
how you can take advantage of these
high margins and low market entry
costs
• Insights on the position of the specialty
market - what new opportunities exist?
• How can you successfully work together
with specialty companies to enhance
your pipeline
Carlos Martínez, Director Sales Excellence,
Business Improvement Group,
Johnson & Johnson
Learn from the successes of
Specialty- what commercial model
could work for you?
• What models have worked well for
speciality pharma and how have these
been implemented successfully?
• Life after the blockbuster era- understand
opportunities are there for Big Pharma in
speciality
For the most up to date timed agenda visit:
Anatomy of a Key
CASE STUDY
Account Manager: How
to choose the right one
• Find out how to identify & assess the skills
and competencies you need for your KAM
strategy.
• Develop the right assessment criteria and
plan to find the right people that have
business acumen, will take responsibility
for the account and are orientated around
the customer
• Can you up skill reps? Or do you need a
new type of rep completely?
• Fill in the skill gaps with proven coaching
and training methods for both the sales
manager and the rep & understand the
necessity of both
Fabrizio Checchia, Head of the
Gynecological Unit, Angelini
Sales Representatives to Key Account
Entrepreneurs - A Realistic
Transition?
• The change in mindsets needed to move
from 'sales rep or manager' to 'account
manager'
• The skill-sets needed to be developed to
ensure first class account management
• The challenges faced in developing key
account managers and the steps that
need to be taken to ensure that this
happens.
• The results obtained in the 'eyes' of the
customer.
Allan Mackintosh, PMAP Performance
Coach, Grunenthal UK
• Discover the success stories associated
with a small multi-disciplinary workforce
of account managers and why they are so
profitable?
Tyrone Edwards, Senior Vice President
(ret.), Merck
Encourage your sales rep to raise
their value to the industry
• How will the role of the speciality sales
rep evolve in the future?
• Discover the skills necessary to be seen as
a “consultant sales rep” – it’s more than
science and sales
• Learn ways to harness the power of the
pharmacists- how can training help your
reps to engage with the wide variety of
key stakeholders?
Terrell Sweat, Senior Director - Commercial
Excellence US, Actelion
“Another great year for SFE - once again the only event with the
best speakers and attendees”
Stakeholder Management,, Kantar Health
www.sfeeurope.com
Understand evolving KAM models
and how they are enhancing
customer focus in Pharma
• Understand the principles of KAM
• Hear examples of pharma KAM models
and how they have been successful
• Understand the challenges of developing
an account management approach in
your organisation
• KAM and customer focus : how far do you
want to go?
• What you need to do to evolve your KAM
approach
Liz Murray, Head of Customer
Effectiveness, Primary Care Business Unit
(Europe, Canada, Australia, NZ), Pfizer
A quantitative research study: The
results. Which models of KAM the
Pharmaceutical Industry are
currently adopting
• What type of NHS customers make
decisions on prescribed drugs and what is
their sphere of influence
• How is the industry currently targeting
NHS decision makers and how is sales
force effectiveness measured?
• Which models of KAM have been
identified as the most profitable on other
industries
• What can we learn from other industries
and how can the Pharmaceutical Industry
change their approach to KAM to be more
successful
Jo Allen, MBA, Associate Director of Sales,
Shire
Co-creation of Value in Partnership
with the Customer
• The Win-Win approach to Pharma selling
• Mutuality and collaboration in Identifying
needs & Creating Solutions
• Transitioning from Product selling to
Co-creation of value for selves and
patients
• Moving from being a Seller to becoming
the Preferred partner
Amlesh Ranjan, Associate Director,
Institutional Business & Corporate
Hospitals, sanofi aventis
Mark Sales, Global Head - Brand &
Day 2 & 3
30- 31 March

• How to build a customised compensation Second Line Sales CASE STUDY

Track 7: Training & Development
Focus on recruitment to CASE STUDY
increase impact and
decrease turnover through
innovations in talent management
• How to find, retain and manage new reps
who can service an account and possess
the ideal mix of medical knowledge and
sales ability
• Upgrade your talent pool by
implementing 'best in class' selection and
hiring tools that are new to pharma but
have a proven track record in other
industries
• Design an incentive compensation plan
which retains talent, disseminates useful
knowledge and ensures KPIs are met
Amit Makwana, Managing Director,
Astellas Pharma
Motivate and Stimulate: Which
Incentive Schemes to use and why?
• Learn how to tailor compensation plans to
incentivise your star performers and how
to determine if the plan is effective
• How to recognise if individual incentives
lead to healthy competition or demotivate
other members of the team and the pros
and cons of group incentives
plans for Key Account Managers and First
Line Managers to align their plan with
their distinct goal
Leading speaker from Big Pharma TBC
Get it right: The growing importance
of First Line Managers (FLMs)
• Identify the key indicators that recognise
top performance in different management
settings in order to increase the
effectiveness of your management team
• Examine effective techniques that will
continue training in to management
which will improve your sales force from
the top down
• Understand the new profile of the
effective sales rep to find out key
requirements for the FLM
• How do you create "autonomy" at FLM
level and does increased accountability
increase efficiency?
Ifti Ahmed, Head of Sales Academy Global
Sales Excellence, Merck Serono SA
“Good covergae of SFE hot topics”
Paolo Guffanti, Commercial Operations Director, Bausch & Lomb
Managers - The
Forgotten Generation?
• Why the role of the second line sales
manager has changed
• The skills and capabilities required for
future success in this role
• Developmental activities designed
specifically for second line sales managers
Nick Pope, Global Director Training &
Learning, Bausch & Lomb
How can coaching create real
behavioral change?
• Evaluate reps competencies and skills –
and discover what you need to do to
improve them?
• See how coaching can ensure “learning
transfer” for your training programs
• Analyse coaching tools to provide
behavioural guidance to the sales rep.
How do they aid your measurement?
Markus Wasner, Sales Force Effectiveness
Manager, Johnson & Johnson

Explore how companies drive Fast product uptake – value based

Track 8: Market Access & Product Launch
Payor panel- What PANEL SESSION
really matters to the
people that matter?
• How do the payors see the role of the sales
force changing? How should the
promotion of products change to keep the
payor happy?
• What is important to the payor? Find out
their needs in order to be really successful
in market access
David Thorne, Project Director, NHS &
Chief Executive of a large GP Consortia
product uptake and analyse the
effectiveness of their competitive
positioning during the launch phase
• Explore the primary launch challenges
and hear a framework to overcome these
challenges
• Understand which Benchmark Metrics are
right for your company and discover how
these will give you the competitive
advantage
• Hear how to educate your customer in the
product launch phase and see how this
essential to customer loyalty
Big pharma speaker TBC
customer programs to build brand
loyalty
• Maximise the pre-launch programs
• Defend your positioning by
single-minded competitive programs
• Build long-term loyalty through adding
value to your offering
Rajesh Gupta, Executive Director,
Inflammation and Immunology Europe,
Celgene International

To see the latest payor panelists go to Is Closed Loop Marketing a futuristic

www.sfeeurope.com
Engage customers CASE STUDY
successfully pre-launch
through targeting & segmentation
• Educating the broad range of customers
in the launch phase with limited sales
force support
• Overcoming barriers for dialogue through
"alternative channels"
• Transforming the targeting process to a
dialogue process
• Documenting launch metrics (other than
sales, MS and Call Plan Adherence)
through MR to reinforce core messages
Rune Pilegaard , Associate Director,
Business Support Nordics, Sanofi-Aventis
hope?
• Explore proven methods to send more
focused and relevant messages to specific
segments based on their attitudes, beliefs,
and prescribing behaviour
• How to feed monitoring results quickly to
marketing to compliment the rep and
establish dialogue
• Learn how real time CLM feedback can
understand which initiatives and
messages are working to adjust
campaigns accordingly
Raja Mvsma, Head of Marketing CIS &
Russia, Dr.Reddy’s Laboratories

For the most up to date timed agenda visit:

www.sfeeurope.com

Letter From
Our Chairman:
Dear Colleague,
I am looking forward to be involved as one of the
chairmen for SFE Europe 2011! Sales Force
Effectiveness has grown in the last couple of years
to one of the most vital elements in your
commercial business.
Spending time with your peers and listening to
SFE experts spending time with networking is the
greatest opportunity to receive many insightful
and profitable ideas. I invite you to come and
listen to quite literally hundreds of years of sales
experience tapped in to 3 days, and to meet
people like you – those on the cutting-edge of the
industry.
I am sure eyeforpharma will ensure via many
interactions, discussions and presentations, a lot
of new and learning experiences!
Hoping to see you in Dusseldorf in 2011!
Best regards,
Jean Paul Lemmens
Managing Director
Commercial Health Consulting
For the latest updates follow Kate on twitter:
Twitter.com/KateEversole
The only meeting you need
1 / The Speakers
VP & Board Level insights in addition to a host of expert
speakers. You will profit from their vision and take away
powerful new strategies and solutions to give fresh
impetus to the way you tackle the challenges you face.
2 / The Networking
During the 20+ hours of dedicated networking, you’ll rub
shoulders with the sharpest minds in sales & marketing,
beware sparks will fly! No other event can provide you
with 3 days of business focused networking with some of
the most influential people in your field.
3 / The Topics
We have thoroughly researched this area in a bid to
uncover the hottest topics specific to people in your
position. Senior sales executives from all top 20 pharma
including AstraZeneca, Pfizer, and Proctor & Gamble were
consulted to ensure you hear the topics that are the most
important to you. If you have any additional suggestions
for the agenda we can hold a round table on the subject.
Email keversole@eyeforpharma.com for more info.
4 / The Case Studies
Learn through a proven formulary of sales and marketing
examples, with take away best practice techniques. No
other event can deliver such knowledgeable insights and
answers to key challenges you face.
5/ The Size
With over 600 delegates this is the largest Pharmaceutical
Sales Conference in the world. Everyone from your
colleagues, competitors and clients will be there – this
makes SFE Europe a hub of information you simply can’t
get anywhere else.

PRE-CONFERENCE KAM WORKSHOP - Monday 28th March 2011 - DUSSELDORF

Advancing KAM in Pharma - a.m. session ACCOUNT
• KAM Fundamentals – avoid the hype, 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 - p.m. 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, Imonic Ltd
• Balancing Short term need for revenue with long-term partnership Guest Presenter:
working Allan Mackintosh, Grunenthal

More Information Visit - www.sfeeurope.com/kam

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

2. DELEGATE DETAILS
Mr / Mrs / Ms / Dr: _________________ First name: _____________________________ Last name: ___________________________ Company:______________________
Position / Title: ____________________________________________________________Telephone: ___________________________ Fax: ___________________________
E-mail: ______________________________________ Country: ____________________ Address: _____________________________ Postcode: ______________________

3. PAYMENT
I enclose a cheque/draft for: €____________ (payable to FC Business Intelligence Ltd) Credit card number: ___________________________________________________
Please invoice my company: € ____________ Purchase Order No.: __________ 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 discounts. Bring 3 with the Hilton for the full length of
colleagues and get 1 free pass. The more people you bring the more your extended stay.
money your company saves and the more it gains in knowledge building.
Email us on info@eyforpharma.com
Contact the eyeforpharma team on +44 (0) 20 7375 7576
for more info on this.
or email register@eyeforpharma.com to make big savings!

Terms & Conditions
Places are transferable without any charge. Cancellations before February 20th 2011 incur an administrative
charge of 25%. If you cancel your registration after February 20th 2011 we will be obliged to charge you the full
fee. Please note - you must notify eyeforpharma in writing of a cancellation, or we will be obliged to charge you
the full fee. The organisers reserve the right to make changes to the program without notice.
All prices displayed are exclusive of VAT unless otherwise stated but, VAT will be charged, where applicable, at
the prevailing rate on the invoice date and the relevant details will appear on the invoice. FC Business
Intelligence takes every care to ensure that prices quoted are correct at time of publishing however; bookings
will only be accepted if there is no material error in the price advertised on the website. Please read the complete
text of term & conditions at: www.eyeforpharma.com/sales/terms

For the full speaker line-up and the most up to date agenda visit:
www.sfeeurope.com
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 strategys?

Benchmark your strategies against
SFE 2011 is different. 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, 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. Miri Halperin Wernli
VP, Deputy Head Global Clinical
Best practice case studies from other regulated industries Development Global Head
Business & Science Affairs
such as American Express & Medtronic - What key takeaways Actelion Pharmaceuticals
can we learn from them?
Andre Groenwegen
An interactive forum- 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 - 9 focused tracks dealing with the VP Global Medical Affairs
Adolescent/Adult Vaccines
biggest issues in sales excellence GSK

An emphasis on practical, 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. Turn to Page 2

“Never fails to deliver” “SFE by eyeforpharma is still “A great place for expanding
the benchmark” relationships”
Ian Talmage, Senior VP, Bayer Joerg Sulner, GM, Heel Rune Pilegaard, Analyst, Sanofi Aventis

Official Media Partner Media Partners

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