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.

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 Trends4th – 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, TurkeyA 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: 0035314378595www.kp-morgan.com

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 RECEPTIONAll attendees are welcome to join us at the complimentary cocktail reception and have an unforgettable experience

DAY 18.35 - 8.55 Registration / Check-in and Morning Coffee and Tea Opening Remarks by Chairman – Ishil K. Ozturk, GSK

Two Days Conferencewww.kp-morgan.com / info@kp-morgan.com

GCE Summit, 4th – 5th June 2014, Istanbul, Turkey

DAY 28.35 - 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: 0035314378595www.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