1. GCE Summit
Commercial Effectiveness
and Emerging Growth
Drivers and Regional
Trends
4th – 5th June 2014,
Istanbul, Turkey
Our GCE Summit Expert Speakers From:
GCE Summit Istanbul Overview
Chair Ishil K. Ozturk Global Commercial Operations, GSK
Agathe Acchiardo
Head of Commercial
Excellence, AstraZeneca
Pelin Icil
Product Manager, Women’s
Healthcare Bayer
Murat Ozgur
Head of Sales & Marketing
Excellence, Deva Pharma
Yucel Iskender
Head of Business
Development, Generica
Pharmaceuticals
Zeynep Birsel
MD, IP Flux
Fevzi Ozturk
Business Partners, iWisdom
Simon Gledhill
Director, iWisdom
Levent Arslan,
Sales Director, Janssen
(Johnson & Johnson)
Mohammed ElTonsy
Head of Business
Development Middle East
Region, Merck Serono
Alper Alptekin
National Sales Manager,
MSD
Kemal Saracoglu
Business Development
Director, Nutricia
Beril Koparal Ayanoglu
Managing Director, Ogilvy
Healthworld
Gokhan Salmanoglu
MCM Marketing Regional
Director, Pfizer
Mervyn Ward
Director, Rx Strategy
Burak Ergenoglu
Sales and Commercial
Affairs Director, Takeda
Emre Tavsancil
Health Products Manager,
Turkcell
Deep Bhandari
Director Marketing and
Sales Excellence, UCB
The Istanbul GCE summit is targeted for Pharmaceutical and
Healthcare professionals who are always seeking for new
opportunities, visionary ways of conducting performance.
This seminar will help gain a fresh perspective to Commercial
Effectiveness in the context of Pharma. The focus will be both
on key topline items that will help generate sales and the
cost infrastructure with a view to increase profitability. The
speakers will be presenting real life examples in this context
in addition to frameworks presented by external agencies.
Various plenary sessions will be held in parellel to ensure
that time is used effectively to manage different needs of the
audience.

2. Two Days Conferencewww.kp-morgan.com / info@kp-morgan.com
GCE Summit, 4th – 5th June 2014, Istanbul, Turkey
GCE Summit Commercial
Effectiveness and Emerging Growth
Drivers and Regional Trends
4th – 5th June 2014, Istanbul, Turkey
A word from Chair by Ishil K. Ozturk,
Global Commercial Operations, GSK.
Our aim is to achieve a heightened understanding of the
commercial effectiveness drivers above and beyond the
current practice and ways of working. Local companies
are moving into the direction of building equity and
starting to work with structured approaches in an
environment where the multinational companies are
looking to create agility by developing innovative local
models. It will be interesting to see how the two models
will merge to create the new future.
ParkSA HILTON HOTEL, Istanbul, Turkey
A rewarding opportunity to visit most demanding Venue next to Bosphorus
Istanbul is the only city in the world to span two continents, bridging Asia
and Europe, the East and the West. Turkey’s most populous city as well as
its cultural and financial hub. Located on both sides of the Bosphorus, the
narrow strait between the Black Sea and the Marmara Sea, Istanbul bridges
Asia and Europe both physically and culturally.
Be a part of the notable thought leaders and challenging executives who are
perfecting the practice of Commercial Effectiveness, and bring the new ideas
back to your organisation. Join our successful summit, raise your challenges,
and exchange your experience with the top experts from the industry.
Two Days Conference Topics at a Glance
Proposed topics: Workshops, key presentations, panel discussions, round table discussions, case studies, and debates on the topics:
SECTION 1:
Multi Channel Marketing
• Creative, Out of the Box
Examples
• New Ways of Achieving
Digital Excellence in the
Region including local cases
• Achieving Excellence
in Product Launches a
digital case for GSK EMAP
Dermatology
• FMCG Perspectives
• Multi Channel Marketing
from a Regional perspective
from the eyes of an FMCG
professional
• Possible Applications of multi
channel marketing in the
Pharma Sector
• Inspirational
• Mobile Healthcare
Applications & How to
make it Big – Key Learning
perspectives of a Mobile
Operator
SECTION 2:
Business Development
• Emerging Portfolio Dynamics
• New Business Developments
– Key Trends in the Emerging
Market Context and
Implications
• What are the country specific
factors that would diverge
from Global perspective
• Value Creation – Tactics
and Tips
• Emerging Role of Innovation
Management
• Value Creation – Key Drivers
SECTION 3: Commercial
Effectivenes
• Strategic Overview
• Creating an effective Strategy
- Customer insights, Portfolio
priorities and lifecycle and
View of different strategies
for different brand life cycle
• Emerging Role of Marketing
• Sales Models
• What would be the new
models around Sales Force
based on experience and
key learnings?
• FLM Effectiveness Framework
• Enhance your sales effort
by operational commercial
efficiencies
• Pharmacy Models/
Applications
• Achieving Pharmacy
Excellence
• Commercial Effectiveness Link
to Marketing
• Maximizing user engagement
to drive behavior change,
through the integration of
different channels
• Reaching the Patient –
Different Perspective
• Non Prescription Models –
Dermatology Case
You should not miss this annual opportunity if you are
Chiefs, Directors, Heads, Leaders and Executives from:
Executive Management Boards, Strategy and Business Development, Commercial
Excellence and Effectiveness, Marketing and Business Units, Sales Force, KAM, Marketing
Sales Operations, Sales, Business Intelligence, Business Planning, Business Support,
Customer Excellence, CRM, General Manager, Country Manager, Trainings, Retail
Got a question?
Contact Mr Andreas Raab
Andreas.Raab@kp-morgan.com
Telephone: 0035314378595
www.kp-morgan.com

3. Two Days Conferencewww.kp-morgan.com / info@kp-morgan.com
GCE Summit, 4th – 5th June 2014, Istanbul, Turkey
Introduction and General
Flow (Ishil & Mervyn)
20 minutes
SECTION 1:
Multi Channel Marketing
Co-Chair – Gokhan
Salmanoglu
(Pfizer Regional EURIT)
Creative, Out of the Box Examples
9:15hrs Session 1
Emerging Dynamics of Marketing
Leap Frogging Pharma Marketing in Digital
Era (Gokhan Salmanoglu, Pfizer MCM
Regional Director) Regional
• The need for new business models and
MCM in Pharma
• How to set a successful MCM strategy
and implementation plan
• The evolution of MCM and future vision
• Lessons learned
10:00hrs Session 2
New Ways of Achieving Digital Excellence
in the Region including local cases – Beril
Koparal (Managing Partner, MENA – Ogilvy)
Regional
• Our Definition of digital excellence
• From past to future
• Where are we now?
• What have we learned?
Case Study:
1. www.turuncuhat.com/GSK
2. Mustefa/Loreal/Merck Serono iPad setup
experience
10:45hrs Networking Teas/Coffees Break
with bakery delights
FMCG Perspectives
11:00hrs Session 3
Possible Applications of multi channel
marketing in the Pharma Sector (Yucel
Iskender, Generica Business Development)
– Local
• Social media is changing the rules
• Know your patients expectations
• Can Pharma sector learn from other
sectors
Inspirational
11:35hrs Session 4
Global Growth Driver for Pharma: Mobility
(Turkcell, Emre Tavsancil) – Local
• Mega Trend: Social Web of Things for
Pharma
• Crowded Hospital Ever: Social Media
• Mobility, Healthcare, Mobile
Healthcare
• Lessons Learned, Practice Sharing,
Do’s and not to Do’s
12.20-13.15hrs Complimentary Lunch
13:15 Session 5
Reaching the Patient – Different
Perspective (Nutricia, Kemal Saracoglu,
Head of Strategy and BD)
• A creative patient compliance model
• Key Learnings
13:50hrs Session 6
Multichannel Engagement in Pharma (Pelin
Icil, Bayer) Local
• How to establish continuous
interaction with consumers
• Turning consumers in to advocates
• Compare the effectiveness the
different channels – used to increase
reach and engagement – in a mobile
platform
14:30hrs
Round Table & Wrap up & Closing
Remarks by Co -Chair – Gokhan
Salmanoglu
• Implementation of Customer centricity
in different context
• Challenges and Barriers to Overcome
in ensuring success with MCM
15:15 Networking teas/ coffees break with
bakery delights
SECTION 2:
Business Development
Co-Chair – Burak
Ergenoglu (Takeda)
Emerging Portfolio Dynamics
15:35hrs Session 7
New Business Developments – Key Trends
in the Emerging Market Context and
Implications (Burak Ergenoglu, ex-Portfolio
Director, Sanofi MENA) Regional
16:15 hrs Session 8
Country specific factors Vs Global
perspective (Mohamed Eltonsy, Head of
Business Development, MNE, KSA Merck
Serono) Global
Value Creation
16:50hrs Session 9
Emerging Role of Innovation Management,
Zeynep Birsel, MD IP Flux
• Technological Innovation
• Impact on Strategy
• Innovation by Design
17:15hrs Value Creation Part 1
Daily Wrap up & Closing Remarks by Chair
– Ishil K. Ozturk, GSK
18:00hrs
COCKTAIL RECEPTION
All attendees are welcome to join us at the
complimentary cocktail reception and have
an unforgettable experience
DAY 1
8.35 - 8.55
Registration / Check-in and Morning Coffee and Tea
Opening Remarks by Chairman – Ishil K. Ozturk, GSK

4. Two Days Conferencewww.kp-morgan.com / info@kp-morgan.com
GCE Summit, 4th – 5th June 2014, Istanbul, Turkey
DAY 2
8.35 - 9.00
Registration / Check-in and Morning Coffee and Tea
Opening Remarks by Chairman – Ishil K. Ozturk, GSK
Got a question?
Contact Mr Andreas Raab: Andreas.Raab@kp-morgan.com
Telephone: 0035314378595
www.kp-morgan.com
SECTION 3:
Commercial Effectiveness- Co-Chair –
Mervyn Ward (Rx Strategy)
Strategic Overview
9:15 Session 10
New Commercial Models - The right approach for the right brand
(Agathe Acchiardo, AstraZeneca) Global
• Portfolio Assessment
• Customer Insights
• Choosing the Right Mix
10:00 Session 11
Emerging Role of Marketing, Mervyn Ward, Rx Strategy
• Save us Marketing
• Flexibility in the Plan
• KPIs that one can action
10:45 Networking teas/ coffees break with bakery delights
Commercial Effectiveness Link to Marketing
11:00 Session 12
Achieving Pharmacy Excellence (Mervyn Ward, Rx Strategy)
• Have a strategy
• Segmentation
• Excellence in implementation KPIs and ROI
11:45 Session 13
Launch Excellence & Non Prescription Models : Achieving
Excellence in Product Launches a digital case for GSK EMAP
Dermatology (iWisdom-Simon Gledhill, Fevzi Ozturk Expert
Partners) Global, Regional
• Importance of Launch Excellence in Non Prescription Context
• Implementation Challenges and Framework
• Digital Implementation of Launch Excellence from a regional
perspective
• Key Learnings
12.45-13. 30hrs Complimentary Lunch
Sales Models
13:30 Session 14
Transformational Change (Levent Arslan, Sales Director at
Janssen, Company of Johnson&Johnson) Local
• What should the new segmentation and targeting model in
Pharma?
• New way of looking to Promotional Mix in terms of different
channels
• Multichannel approach is the key enabler
• Mindset shift should be considered within the change
management concept
14:15 Session 15
TBA - Alper Alptekin, Merck.
14:45 Session 16
Commercial Effectiveness in Pharma (Murat Ozgur, Deva Holding,
Head of Sales and Marketing Excellence) Local
• Commercial Effectiveness: beyond SFE
• Enhance your sales effort
• Commercial tactics beside marketing strategies
15:30hrs Networking Teas/Coffees Break with bakery delights
15:45 Session 17
FLM Effectiveness Framework (Deep Bhandari, Director
Marketing and Sales Excellence at UCB) Regional
• Selection and building internal pipeline
• Training
• Leading
• Rewarding
16:20hrs
Round Table Co -Chair – Mervyn Ward
• Challenges and Barriers to Overcome in ensuring success in
the Emerging Commercial Context
16:50 hrs
Daily Wrap up within the context of Value Creation Part 2 (Ishil K
Ozturk, Global Commercial Operations, GSK) Regional, Local
17:20hrs
Closing Remarks by Chair – Ishil K. Ozturk, GSK