GCSFE-Summit-2015_V2

GCSFE Summit – 21st & 22nd October 2015 – Berlin | Germany
Global Commercial
and Sales Force
Excellence Summit
by KP-Morgan Group
Hotel Palace Berlin*****
21st – 22nd October 2015
Berlin | Germany
Chair by: Emma D’Arcy-Sutcliffe, Global Leader, Patient Engagement and Socialised Health
Co-chair: Mervyn Ward, Director, Rx Strategy
Co-chair: Raj Kannan, Vice President, Global Commercial Head, Biosimilars, Merck
Organized by: KP-Morgan Group
Emma D’Arcy-
Sutcliffe
Global Leader,
Patient Engagement
and Socialised
Health
Hans Rudolf Keller
Head of Marketing
& Commercial
Excellence
Solvias
Raj Kannan
Vice President,
Global Commercial
Head, Biosimilars
Merck
Jesus Cardenes
Dominguez
Global Commercial
Operations Lead
Shire
Kai Joachimsen
Managing Director
Chiesi
Paul Greenland
Vice President
Hospira
Tony Smith
Consultant HR
Business Partner
Yves Lavail
Fomer Executive
Director Europe
Commercialization
Excellence, BMS
Independent
Consultant
Hanno Wolfram
Owner
Innov8
David N Clarke
Associate Lecturer
Manchester
Metropolitan
University/
Director Ethical
Reach
Virgil Simons
President
Prostate Net Europa
Agathe Acchiardo
Former Head
of Commercial
Excellence
AstraZeneca(TBA)
Giada Saltari
Head of Remote
Detailing and
Innovation
Pfizer
Mervyn Ward
Director
Rx Strategy
Ozdemir Sengoren
Managing Director
Turkey,
Middle East & Africa
UCB
Birgit Daglinger
General Manager
Ferring
Deep Bhandari
Director Sales and
Marketing
Excellence
UCB
Frank Evelein
Senior Pharmacy
Specialist
VGZ Cooperatie
Netherlands
Wael Soliman
Commercial
Excellence Director
– MENA
Genzyme (TBA)
Hasan Kartal
Sales Director
Nutricia
Mario Haneca
Maretking Director
Wurope
Showpad
Thomas Kerscher
Vice President
Therapeutic Area
Commercial Leader
Respiratory &
Immunology
Takeda
Kerstin Anja Gnodtke
Head of Strategic
Capabilities And
Effectiveness
Novartis

www.kp-morgan.com / info@kp-morgan.com Two Days Conference
GCSFE Event Overview:
A rewarding opportunity to visit Berlin,
Germany
Berlin is a world city of culture, politics, media, and science.
Its economy is primarily based on high-tech industries and
the service sector, encompassing a diverse range of creative
industries, research facilities, media corporations, and convention
venues. Berlin also serves as a continental hub for air and
rail transport and is a popular tourist destination. Significant
industries include IT, pharmaceuticals, biomedical engineering,
biotechnology, electronics, traffic engineering, and renewable
energy. Berlin is home to renowned universities, research
institutes, orchestras, museums, and celebrities and is host to
many sporting events. 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
organization.
Join our successful summit, raise your challenges, and exchange
your experience with the top experts from the industry.
We look forward to see
you in Berlin!
Chair’s Note: Emma D’Arcy-Sutcliffe
I am delighted to extend the very warmest of welcomes to the Berlin
Conference.
This year we will focus on real world patient centricity and delegates
will leave with a blueprint of how to consider, engage and secure
outstanding stakeholder relationships that listen and learn
more about patient needs and the performance of compounds,
clinicians and companies in the new era of consumer medicine and
healthcare.
Increasingly we learn that patients are now empowered, entitled, and
essential in the patient-centric movement; we are told that ‘patients
are first’ in the way that pharma conducts trials, communicates
and seeks to provide healthcare solutions that are ‘beyond the pill’.
Apparently ‘real world evidence’ generated from tools, trackers and
digital systems are assimilating to produce a ‘data lake’ that industry
may struggle to navigate and harness.
The conference will promulgate discussion about how to generate
and interpret meaningful patient relevant outcomes. We will review
the experiences that have benefited pharmaceutical companies
in their need to keep up with millennial patients, physicians,
pharmacists and payors.
I look forward to learning about innovative approaches and
understanding how pharma must collaborate competitively to build
more effective disease management programmes.
Customers have never been so powerful, both in terms of having a
voice and the multitude of purchasing opportunities and channels
they have. This new ‘digital’ world means that customer expectation
is constantly shifting, therefore there has never been a more
important time to understand what ‘good looks like’. Customer
centricity is a key aspect for the organization to have long term
success
Major scientific and technological advances, coupled with new
customer engagement economy and socio demographic changes
may create an innovation imperative paradigm shift in the
pharmaceutical business models. The consequent paramount
challenge for the industry will be “Value creation“.
The focus will be both on key topline items that will help generate
sales and the cost infrastructure with a view to increase profitability.
And most importantly to discover future trends and how market be
like in 2020. If customer is right and so from 2015, should we only
employ digitally-able, customer focused employees (not just sales
representatives), and everyone else should be rejected?
The speakers will be presenting real life examples in this context
in addition to frameworks presented by external agencies. The
participants will have plenty of opportunities to engage with movers
and shakers, share experiences, digest various options, propose and
guide their respective organisations to survive the journey and reap
significant rewards.

Got a question? Call Us: +353 1 437 8573
Get a clear insights on topics:
• Evolving Health Authority and
Customer Needs
• New level of collaborations with Payer
• New ways to deliver true value to
physicians,patients, payers and other
HCP
• Patient empowerment and impacts of
Patient Centric approach
• Customer Centricity - Is it a strategy or
an attitude?
• Why an organization need to emphasis
on ‘Voice of Customer’
• Big data analytics
• A practical approach to social media
and CLM
• Multi Channel Strategy and Digital
Marketing
• Identifying the digital opinion leaders
• The Evolution of KOLs and Stakeholder
Engagement
• Pharmacy Strategy and Achieving
Pharmacy Excellence
• Digital Evolution - New ways to
achieve digital excellence
• Role of new technology in healthcare
services
• Digital channels and best practice
examples
• How can alternate channels be
integrated in the current business
model?
• Innovative Use of Technology to
Manage Regional Complexity
• Selling Model Evolution and Get the
best of Commercial Models
• Importance of FLM effectiveness
and how is it a key to sales force
excellence?
• What it make ‘Sales Excellence’
• Evolving Sales Models and Future of
SFE
• What can sales reps do themselves to
provide value to the customer?
• Connecting CRM, SFA, Digital • SFE
Models for Emerging Markets and New
Trends
• What should be the direct KPI’s to
measure the real SFE?
• How to maximize your business
profitability with your existing
sources?
• The new paradigm of market access
• How to integrate market access to
commercial activities?
• New models - KAM
• KAMs Commercial Effectiveness
• New commercial models to establish
excellence
• Employee Engagement
• Human Capital
• Disruptive Technology and Innovation
• Managing Innovation
• Role of Organizational effectiveness
and Learning and Development in
Managing Change
• How to optimize your customer facing
strategy – specific challenges DMU &
CRM?
...and much more!
Andreas Raab, Head of Production, Andreas.Raab@kp-morgan.com
Karen Radley, Head of Reservations, Karen.Radley@kp-morgan.com
Stephen Patel, Marketing Manager, Stephen.Patel@kp-morgan.com
Nikola Semanova, Senior Conference Coordinator, GCSFE, Nikola.Semanova@kp-morgan.com
Chiefs, Directors, Heads, Senior Manager,
Leaders and Executives from:
You should attend this annual opportunity if you are
• Sales Force
• Commercial Effectiveness
• Customer Excellence/Experience
• CRM, KAM
• Commercialization
• Market Access
• Brand & Product
• Business Planning/Intelligence/Support
• Business Unit
• Marketing Sales Operations
• Sales and Marketing
• Marketing/ Marketing Intelligence
• eMarketing & Digital Marketing
• Business Analyst
• Training and Development
• Business Development
• Multichannel
• Communication

DAY 1
8.55 Opening Remarks by Chair, Emma D’Arcy-Sutcliffe
21st October 2015
8.30 Registration Check-in and Morning Coffee and Tea
Section One
Digital and Multi Channel Marketing
Digital Evolution - New ways of
achieving digital excellence
From Digital to Multichannel:
how to imbed the multichannel
approach into the organization
Activity Integration; closed loop
marketing and measures
Get it right first time – maximise
your brand first time
When to fully implement and when
to pilot
Remote Detailing
Identifying Digital Opinion Leaders
Big Data in online market research
Big Data Analytics
Transforming data into intelligence
Segmenting the Market by
Customer/ Source of Business/
Market Access
Evolution in KOL’s & Stakeholder
Engagement
A practical approach to social
media and CLM
Section Two
Innovation and Technology Advances
Effective Use of evolving
e-capabilities, social media, Cloud
Base
Managing Innovation
Mobile Healthcare Applications &
How to make it Big – Key
Learning perspectives of a Mobile
Operator
Role of new technology in
healthcare services
Disruptive Technology and
Innovation
Section Three
Customer Excellence - Payer Excellence
Competitive collaborations in
pharma
Evolving Patients Needs
Changing Health Authority Models
Healthcare Provider and Healthcare
Authority Engagement
Challenging Customer Needs
Capturing insights – digital/payer/
physician and other HCP
Holistic CRM to add Value & Deliver
Best Customer
Experience
Payer Excellence- New Level of
Collaborations with Payer
New ways to deliver true value to
physicians, patients, payers
and other HCP
Patient empowerment and impacts
of Patient Centric approach
How to optimize your customer
facing strategy
Customer Centricity - Is it a strategy
or an attitude?
Customer Experience management
metodology
Why an organization need to
emphasis on ‘Voice of Customer’
Conference Layout
It will be a five star round table conference, with senior level of audience/expertise, consisting of presentations, case studies, current
examples, round table discussions, panel discussion, daily wrap-ups, networking breaks, dedicating exhibition area, social events,
business lunches and cocktail reception. There will be 20+ key note presentation sessions and each session will be of 30-45 minutes
long.

Session 1: 9:15hrs
Disruptive Technology and
Innovation
David N Clarke
Associate Lecturer Manchester
Metropolitan University/
Director, Ethical Reach
Session 2: 10:00hrs
Emma D’Arcy-Sutcliffe
Consultant, Patient Engagement
and Socialized Health
10:45hrs Networking Break with Tea/Coffee with
Bakery Delights
Session 3: 11:15hrs
From Digital to
Multichannel: how to imbed
the multichannel approach
into the organization
Kerstin Anja Gnodtke
Head of Strategic Capabilities
And Effectiveness, Novartis
• Create a clear joint vision
• Make the vision reality:
• Identify Key stakeholders in the game
• Action Planning
• Change Management is the essence of
all successful projects
• Outlook: what’s next?
Session 4: 12:00hrs
Panel Discusion
Panel Leader Raj Kannan, Vice President,
Global Commercial Head, Biosimilars, Merck
Topic:
Collaboration in pharma: the opportunities
with technologies to further innovative
patient solutions
All attendees will have an opportunity to
get interact directly with the members of
the panel to discuss a selection of the most
interesting topics addressed during the
conference.
13:00hrs Complimentary Business Lunch
Session 5: 14:00hrs
Customer Experience
Yves Lavail
Former Executive Director
Europe Commercial Operations,
Bristol-Myers Squibb and
Director of the yveslavail.com blog

Session 6: 14:45hrs
Pharma 2020 - Are we
prepared?
Thomas Kerscher
Vice President Therapeutic Area
Commercial Leader Respiratory
& Immunology, Takeda

• Future Trends
• Organisation Set-up
• Cross-Links Needed
• Need for Specialisation
Session 7: 15:30hrs
Patient Centricity -
Challenges & Opportunities
Virgil Howard Simons
President, The Prostate Net
• Building Patient Advocates <->Pharma
Alliances
• Enhancing Patient Communication &
Awareness
16:00hrs Networking Break
Session 8: 16:30hrs
Communication to the
patient: where the health
insurance company and
pharma meet
Frank Evelein
Senior Pharmacy Specialist,
Coöperatie VGZ Netherlands

Session 9: 17:15hrs
Open Round Table
Discussion and Daily Wrap
up Session:
Trackers, tools and technology by Therapy
Area
- Patient needs
- Physician needs
- Pharma integration
Open Round Table Discussion to summarize
the information learned throughout the 2
days conference to raise final questions and
comments.
17:50hrs
Closing Remarks by Chair
Emma D’Arcy-Sutcliffe, Consultant, Patient
Engagement and Socialized Health
18:00hrs
Cocktail Reception
All attendees are welcome to join us at
cocktail reception to have an unforgettable
experience.
9:05 Introduction and General Flow 10 minutes
Chair by Emma D’Arcy-Sutcliffe, Consultant, Patient Engagement and Socialized Health
Co-Chair by Raj Kannan, Vice President, Global Commercial Head, Biosimilars, Merck

DAY 2
9.00 Opening Remarks by Chair
22nd October 2015
8.30 Registration Check-in and Morning Coffee and Tea
Section Four
Sales Excellence
What it make ‘Sales Excellence’
Evolving Sales Models and Future
of SFE
Bench Marking & Getting it right
first time
Account based customer
management
What can sales reps do themselves
to provide value to the customer?
Decreasing margins and increasing
profits – Generic perspective
Fostering growth by using effective
Contractual Sales Organization
Fact Based Sales Coaching
Integration CRM in to customer
management
Connecting CRM, SFA, Digital
SFE Models for Emerging Markets
and New Trends
What should be the direct KPI’s to
measure the real SFE
Enhancing business profitability
with existing resources - A
Practitioner’s Perspective
Importance of FLM effectiveness
Integration of new channels in to
Sales Force activities
Do’s and Don’ts when implementing
a dashboard
Account base selling
Role of Organizational
effectiveness and Learning and
Development
Strategic Personal Development
SFE from other Sectors
Section Five
Commercial Excellence and KAM
Commercial Effectiveness
Operative models
Capturing the right insights for
commercial and marketing
excellence
Commercial Models to Cater
Evolving Health Authority and
Patient Needs
The new trends - non-prescription
and prescription models
Commercial Models to Deliver
Health Care Providers Needs
Evolving Mature Market Needs
Evolving Health Authority and
Customer Needs
New Commercial Models to
establish Excellence
How can alternate channels be
integrated in the current business
model?
New Commercial Models to Deliver
Customer Experience
New Key Account Management
Models and how to develop a
strategy focused on long term
value
Market Access - Models, What does
it imply
Emerging Market Trends
Evolving needs of Emerging market
Managing Generics and Decreasing
Margins
Development in Managing Change
Employee Engagement
Pharmacy Strategy and Achieving
Pharmacy Excellence
The new paradigm of market
access
Conference Benefits
Be a part of our two days successful GCSFE Summit by KP-Morgan Group Berlin, 21st – 22nd October 2015 and take the opportunity
to share best practices with peers facing the same challenges. Today whole purpose of a company as an entity is to provide value to
customers in exchange for a payment. Every activity that the company accomplishes is part of the system that brings the perceived
value that a customer receives. 20+ Key note Presentations, Panel Discussions, Round Table Discussion, Networking Breaks, Cocktail
reception and more than 10 Case Studies presenting by the top experts from the industry.
..….…and much more, Don’t miss out the opportunity to be part of this interactive round table conference!

Session 10 - 9:00hrs
Hasan Kartal
Sales Director, Nutricia
Fact Based Sales Coaching
Mario Haneca
Marketing Director Europe,
Showpad
10:15hrs Networking Beak
Enhancing business
profitability with existing
resources - A Practitioner’s
Perspective
Hans Rudolf Keller
Chief Commercial Officer,
Solvias
Session 13 – 11:15hrs
Integration CRM in to
Territory Management
Jesus Cardenes Dominguez
Global Commercial Operations
Lead, Shire
Strategic Personal
Development
Birgit Daglinger
General Manager,
Ferring
• Changing requirements of the customers
• Changing requirements to the marketing
and sales positions
• Challenges to be met by employers
Interactive Panel Discusion
– Chair by Mervyn Ward,
Director, Rx Strategy
Collaboration in pharma: ways for
amalgamate sales and commercial
excellence to extend longevity in stakeholder
relationships
All attendees will have an opportunity to
get interact directly with the members of
the panel to discuss a selection of the most
interesting topics addressed during the
conference.
13:00hrs Complimentary Business Lunch
Kai Joachimsen
Managing Director, Chiesi

Key Account Management
Hanno Wolfram,
Owner, Innov8

15:15hrs Networking Break
Commercial Excellence
Ozdemir Sengoren
Managing Director Turkey,
Middle East & Africa, UCB

Mervyn Ward
Director, Rx Strategy
Open Round Table
Discussion and Daily Wrap
up Session:
Open Round Table Discussion to summarize
the information learned throughout the
2 days conference to raise final questions
and comments.
17:30hrs
Closing Remarks by Chair
9:05 Introduction and General Flow 10 minutes
#gcsfe
Global Commercial and
Sales Force ExcellenceGet latest insights on GCSFE Get latest insights on GCSFE
Join our 2 days international forum with the senior level of the audience and decision
makers from the industry and steer the new ideas back to your organization.
Chair by Emma D’Arcy-Sutcliffe, Consultant, Patient Engagement and Socialized Health
Co-Chair by Mervyn Ward, Director, Rx Strategy

Registration Form/ Sales Contract
GCSFE Summit – 21st & 22nd October 2015
Berlin | Germany
Bookings email: operations@kp-morgan.com
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