Marketing & Sales Integration Focus Day For Pharma Manufacturers Only

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We all know that marketing and sales need to integrate in order for our promotional strategies to thrive, but there are more dynamics that come into play than you realize. During this exercise you’ll meet other pharma folks with similar objectives as you and learn key strategies for effective collaboration among teams.

As commercial pharma becomes more digital, marketing and sales are working together more closely than ever before. Sales relies on marketing more for strategy, channels are more complex, and increased segmentation is required. And constantly evolving regulations mean you’re always facing new complications. After this panel, you’ll go back to the office with strategies for getting everyone on the same page, cutting through red tape, preventing misunderstandings, and of course, maximizing your commercial success!
• Establishing complementary – instead of competing – incentives for marketing and sales
• Determining the best way to structure your marketing and sales departments. Who reports into whom? How do structures vary from large pharma to small biotech?
• Developing a process to bring back insights from the sales force to the marketing team
• Ensuring marketing is keeping the sales force in the loop

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Engaging HCPs used to be your main priority. But given major shifts to healthcare following ACA, you need more payers to add your drugs to formularies, and consumers are having more stake in their healthcare choices. Beyond these three stakeholders, others have emerged as influencers of the success or failure or your brand. Ensure you are prioritizing engagement strategies effectively and shifting your commercial strategies in response to healthcare of today, not yesterday.
• Identifying new customer groups, or ones that are taking on more importance, for your pharma marketing and sales strategies
• Explaining the greater role RNs, Urgent Cares, Pharmacies, and other entities are having on patient care and prescription writing
• Determining how to allocate resources and marketing budget
• Looking to the next three years to build your strategic plan and commercial teams

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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 sara.mueller@wbresearch.com with your ideas.

Insights are the golden nuggets for the success of your brand strategy. Both sales and marketing gain different insights on stakeholder communication preferences, objections, successes, and more, but unfortunately they aren’t always captured or shared in a way that can boost your commercial strategy. Understand how brand managers view their marketing strategy to gain insights into insights!
• Establishing strategies to ensure you capture all valuable insight throughout promotions
• Doing a better job at segmenting and targeting data to guide and map out sales force efforts and messaging
• Identifying key opinion leaders (KOLs) and the best route to engage them

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We’ve all heard about the changing needs and requirements of HCP’s regarding how they “consume” product related information using a variety of different on– and offline channels. However when you look at how you apply this knowledge and use different channels as part of your marketing mix, you might realize that very little has actually changed in your approach. Between regulatory restrictions, internal discussions regarding effectiveness and ROI, or your organization not wanting to be “the first”, there are various reasons why you haven’t adopted a real multi-channel approach yet. Join our session and learn what your peers think about using multi-channel tools and what works for other industries, which already successfully run real integrated multichannel engagement strategies that demonstrate ROI.

• Understanding integration obstacles from within
• Determining how to better reach physicians across multiple channels
• Getting more informed across each channel to create a synchronized approach to HCP engagement
• Breaking down siloes between marketing and sales

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• Understanding behavioral economics
• How does behavioral economics play into mHealth?
• Exploring different biases held by stakeholders and using behavioral economics to engage them

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These Innovation Exchange roundtable discussions are at the heart of the Integration Focus Day. Sit down with 10 – 15 other pharma executives, share solutions to common challenges, and ask the burning question you need an answer to. Because no other vendors attend these roundtables, you’ll be pleased by how candid the conversations 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.

Choose one of six topics:

#1 Multichannel Patient Engagement
Peter Lammers, VP, Integrated Multichannel Engagement, Quintiles

#2 Are We Thinking Broadly Enough About Our Go-to-Market Model In Pharma?
Bill Coyle, Principal, ZS Associates

#3 A Prescription For Pharma Marketing And Sales Alignment
Marilyn Cox, Marketing Principal, Oracle Marketing Cloud

#4 Telemedicine And Remote Monitoring: Establishing Their Role In Pharma Marketing
Valencia Courts, VP Clinical Operations, PharmacistPartners

#5 Avoiding Paralysis By Analysis – What To Do With Big Data
Chris Cestaro, VP Marketing & Business Development, Zephyr Health

Would your firm benefit from collaborative discussions with marketing and sales executives? Contact sponsorship director Alicia Upchurch at alicia.upchurch@wbresearch.com or 646-200-7452 to get involved.

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Choose one of six topics.

These Innovation Exchange roundtable discussions are at the heart of the Integration Focus Day. Sit down with 10 – 15 other pharma executives, share solutions to common challenges, and ask the burning question you need an answer to. Because no other vendors attend these roundtables, you’ll be pleased by how candid the conversations 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 Multichannel Patient Engagement
Peter Lammers, VP, Integrated Multichannel Engagement, Quintiles

#2 Discussion Topic TBC
Bill Coyle, Principal, ZS Associates

#3 A Prescription For Pharma Marketing And Sales Alignment
Marilyn Cox, Marketing Principal, Oracle Marketing Cloud

#4 Telemedicine And Remote Monitoring: Establishing Their Role In Pharma Marketing
Valencia Courts, VP Clinical Operations, PharmacistPartners

#5 Avoiding Paralysis By Analysis – What To Do With Big Data
Chris Cestaro, VP Marketing & Business Development, Zephyr Health

Choose one of six topics.

These Innovation Exchange roundtable discussions are at the heart of the Integration Focus Day. Sit down with 10 – 15 other pharma executives, share solutions to common challenges, and ask the burning question you need an answer to. Because no other vendors attend these roundtables, you’ll be pleased by how candid the conversations 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 Multichannel Patient Engagement
Peter Lammers, VP, Integrated Multichannel Engagement, Quintiles

#2 Discussion Topic TBC
Bill Coyle, Principal, ZS Associates

#3 A Prescription For Pharma Marketing And Sales Alignment
Marilyn Cox, Marketing Principal, Oracle Marketing Cloud

#4 Telemedicine And Remote Monitoring: Establishing Their Role In Pharma Marketing
Valencia Courts, VP Clinical Operations, PharmacistPartners

#5 Avoiding Paralysis By Analysis – What To Do With Big Data
Chris Cestaro, VP Marketing & Business Development, Zephyr Health

We all wish we could be in two places at once. While we haven’t figured out yet how to clone you, we can ensure you pick up the best nuggets of info from all six of the Innovation Exchanges. Here, each table host will share the three most important takeaways identified during their conversations. Have your devices handy – you’ll need to take speedy notes!

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Pareto principle applies to most sales territories in pharmaceutical business, i.e., 80% of sales is done by 20% of the sales reps. In other words, 80% of the reps do 20% of the business.

Currently sales territories are designed using physician’s prescribing behavior. This approach does not take into account drug indications and formulary status.

Poorly designed sales territories and sales targets increases the chances that sales reps will not meet sales targets, which in turn increases the rep turnover and loss of sales because of vacant territories and low sales force effectiveness and morale.

With the increase in “no see” doctors and low drug pipelines, pharmaceuticals companies have to increase sales force effectiveness to be competitive. This session will discuss better ways to design sales territories by using physician prescribing, patient longitudinal and payer data, to increase sales force effectiveness by 25%-30%.

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• Identifying, delivering and communicating value relative to the cost associated with a product
• Understanding changes consumers face as a result of the ACA, such as higher co-pays and deductibles
• Collaborating with advocacy groups and other external stakeholders to achieve better care for patients
• What does the changing healthcare landscape (from the provider’s perspective) mean for how pharma needs to sell to providers?
• What is/should be the role of pharma in the healthcare and health delivery landscape?

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Yes, that’s right. We’ve been bringing the top pharma sales and marketing minds together for 10 years. And we are ready to get down and celebrate with you!

Plus we’d like to welcome you to the Social Zone, which will serve as your “home base” over the next two days. This is where you’ll enjoy bottomless 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!