8th Sales Force Effectiveness USA 2010 2 day conference

17-18 May 2010, Princeton, USA

Save $500Register before 19 Feb 2010

Benchmark your sales strategies against our

EXPERT SPEAKERS

Global Sponsors

Panel SponsorSupporting Sponsors

•Prepare for and react to the impact of Healthcare Reform

•New Commercial Models for 2010 and beyond

•Engage your customers through innovative new channels such as Multichannel-Marketing

•New strategies to enhance relationships with payers

•Scientist Vs Salesman? – key training techniques

Insights from 10 VP speakers at top pharma companies

Paulash MohsenVice President Pfizer

Don SawyerVice President AstraZeneca

Mike CapaldiAssociate Vice President sanofi-aventis

Barry DukeVice President Genzyme

Joe CoffeyVice President Baxter

Charlotte SibleySenior Vice President Shire

Developed by

Gold Sponsor

‘Finally, an agenda for pharma sales force effectiveness that walks that critical line between managing the present and mastering the future”

Tony Fross, Senior Director WBB Business Excellence, Pfizer

Capitalise on the Benefits of Change to Develop a Winning Sales Strategy

DearColleague...

The only meeting you need

With the Healthcare Reforms on the horizon, it has become vital for pharma companies to prepare and react to this new selling environment with a new winning sales strategy.

After months of research with senior level pharma execs it has become clear that the industry is experiencing significant changes. Customers and their needs are changing, the role of the sales rep is changing, technology is changing and this means the pharma sales force needs to change.

With this in mind, eyeforpharma presents it’s 8th annual Sales Force Effectiveness meeting. This is the key business meeting of the year in North America and the speaker faculty this year is particularly impressive. With 10 VPs confirmed to present, you can expect powerful and insightful keynote presentations on the topics that you need to hear. Learn from experts such as Paulash Mohsen, VP Multichannel Management, Pfizer on integrating promotion across all channels and Don Sawyer VP Commercial Operations, Astra Zeneca on how to successfully engage with payers.

This is your invitation to join the leading minds in Sales on 17th & 18th May in Princeton.

With the overwhelming success of last years event, SFE USA 2010 is proving to be the number one sales force effectiveness summit in North America. Do not miss out!

I look forward to seeing you in Princeton in May,

1 / The Speakers 20+ VP & Senior Director level insights, from the top 20 big pharma companies. These speakers have been chosen due to their extensive experience and unique expertise on each topic. Learn from the best. 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 12+ hours of dedicated networking, you’ll rub shoulders with the sharpest minds in sales and marketing. No other event can provide you with 2 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 J&J, GSK and Novartis were consulted to ensure you get exactly what you’ve asked for. If there is a topic you really want to discuss and it’s not on the agenda, let us know and we can hold a roundtable on it. Just email thushani@eyeforpharma.com

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.

Kind regards,

Thushani KumarasingheVice PresidentEyeforpharma

P.S Don’t forgot- register early and you will save $500 before 19th February

Join our dedicated LinkedIn Group at www.linkedin.comGroup Search: sales force effectiveness

Have you got something to say? Email Thushani Kumarasinghe on thushani@eyeforpharma.com to learn more about speaking opportunities

Join our dedicated LinkedIn Group at www.linkedin.comGroup Search: sales force effectiveness

Over 200 leaders and innovators in sales and marketing will be in the same room as you and eager to exchange ideas and share experiences. The design of the event maximises networking time with over 12 hours applied over the 2 days. The highlight being the networking party after the close of business on Day One of the Summit, May 17th. Enjoy a drink with the people who are pushing the boundaries to discover new ways of improving SFE- don’t forget plenty of business cards.

We know that 2 days is a short space of time to meet all the people you wantto at a conference. That’s why every delegate will be able to network online,both pre and post event on the eNetworker – think of it as your personalversion of LinkedIn! So what are you waiting for? Sign-up now and startmeeting those people that can open your eyes to a new way of thinking!

Summit ata glance

12+ Hoursof Networking

Maximise your time at the summit with pre-event networking

World Class Speakersat a glance

Day One May 17 2010

Day Two May 18 2010

// Strategic Overview: Healthcare Reform

// The Changing Landscape of Pharma- mergers, biologics & generics

// Scientist Vs Salesman- Key training techniques

// Sales Excellence: Target Key Accounts & Managed Markets

// How to successfully “Achieve more with less”

// Enhance customer value through multi-channel management & e-detailing

// Understand your customer through analytics

John Rotondo,Vice President & General Manger Commercial OperationsBayer

Paulash MohsenVice President – Multichannel Management Pfizer

Don SawyerVice President- Commercial OperationsAstraZeneca

Barry DukeVice President, SalesGenzyme

Charlotte SibleySenior Vice PresidentCBS Business ManagementShire

Mike CapaldiAssociate Vice PresidentSales Training & Leadership Developmentsanofi-aventis

Joe CoffeyVice President, SalesBaxter

Todd LambertVice President, SalesShire

Joe MaltaVice President, Sales and MarketingTaro Pharmaceuticals

Tony FrossSenior Director WBB Business Excellence Group, Pfizer

Tony Zecca,Senior Director, Sales Force Effectiveness,AstraZeneca

Tim RyanExecutive Director of Prescription Medicine & DevelopmentBoehringer Ingelheim

Don HribekSenior Director of Strategic AccountsEMD Serono

Tracy MillsSenior Director, Sales Force Effectiveness,Endo Pharma

Edson GemoSenior Director, Business Technology, Sales Force Effectiveness Solution CenterPfizer

Marc ValdiviezoDirector Marketing Excellencesanofi-aventis

Steve WinawerSenior Director, US Business Technology, Commercial Operations, Patient & Physician MarketingPfizer

Visit the website www.eyeforpharma.com/sfeusa

Day One / Conference Agenda /

SESSION 1: PHARMA IN 2010 AND BEYOND

9.00: Lean, Mean, Switching machines- What is the future of Sales Force Effectiveness?• From a continuous business evolution into an era of light speed change; a look at the big changes in Pharma over the last year • Could biologics be the answer to falling revenues for big pharma? • Find out how declining pipelines are driving the largest players into the generics game and what non-science-driven marketing means for the sales force • Discover how the rate of industry change requires SAAS powered plug-and-play sales forces Tony Fross, Senior Director WBB Business Excellence Group, Pfizer

9.30: Mergers & Acquisitions: What does the future hold?• Understand the recent M&A activity and the underlying factors driving them• Discover the current leading companies’ perspectives about near-term M&A activities• The implications of M&A activity: How will you be affected?• Hear success stories of organizations that have dealt with challenges associated with M&ARichard Skelly, Senior Director Commercial Evaluations, AstraZeneca

10.00: The future of pharma rests on the impending Health Care bill – be prepared and understand the implications• Understand the potential impact of changes to physician access, regulatory pathways and the Sunshine Act• Discover how changes to reimbursement schemes and cost control measures could affect you and learn how others are preparing themselves for these changesPharma Vice President confirmed to present

11.00: Emerging Markets: Building BRIC(s) and Blocs   • Identify how to assess the opportunities in Emerging Markets• Hear the common challenges and issues involved in working with Emerging Markets• Discover Strategic Sales models for Emerging Markets• Understand how to consolidate your company’s information across the globeCharlotte Sibley, Senior Vice President CBS Business Management, Shire

12.00: Scientist Vs Salesman: Which approach will enable your sales reps to raise their value to the industry? • How is the role of the sales rep evolving? Learn what elements a winning sales rep must be armed with • Re-engineer your sales reps thinking- how to strike the right balance between scientific and business training • Discover what level of knowledge your Sales Force needs to move beyond selling a product to providing a service • Engage various stakeholders and learn how training can help your representatives excel in this new selling environment Presentation: Tim Ryan, Executive Director, Boehringer IngelheimPanel:Todd Lambert, Vice President Sales, Shire, Don Hribek, Senior Director Strategic Accounts, EMD SeronoModerator: Greg Neal, Rx Business Advantage Consulting

2.30: A sales force to be reckoned with: Transforming Sales Forces with talent upgrades, skills training, and business processes• Review 2 examples of how implementing fundamental skills models and tools changed sales organizations and improved results • Learn how adopting a more structured sales approach can provide strategic customer insights that can lead to winning sales tactics • Review a model for gaining a 360 degree assessment of your sales talent and acting on those insights to maximize your sales force talent Joe Coffey, Vice President Sales, Baxter

3.00: Discover the methodology behind successful training delivery• Learn critical success factors from an industry leader• Hear what e-learning approaches can be adopted to fill your training needs force talent Mike Capaldi, AVP Sales Training & Leadership Development, sanofi-aventis

3.30: Value Creation- The Next Frontier for Pharma• Implications of new account management models for the field force and how they will interact with the physician community• Discuss the new metrics and incentives that are required to motivate changes in sales rep behaviour & activities ‘on the ground’ with customers • See examples of new tools and training that have been proven to significantly improve business resultsAngela Bakker Lee, Principal, ZS Associates

SUPER PANEL

CASESTUDY

SESSION 2: TRAINING AND DEVELOPMENT11.30: The Evolution of Physician Behaviour and Implications for New Physician Access Models • Examine physician behaviour that opens access for hard-to-reach physicians • Learn effective new approaches to address your coverage and access challenges • Understanding the implications for sales force structure and function to achieve more effective physician coverage, access and engagement Mark Gleason, Senior Vice President, Corporate Development, Aptilon

Day Two / Conference Agenda / Visit the website www.eyeforpharma.com/sfeusa

12.00: PANEL SESSION WITH LEADING PHARMA SALES EXECUTIVES

Moderated: George Schmidt, Senior Vice President & Head of Sales Practice, Campbell Alliance

9.00: Achieve more with less: Which commercial model will be most successful for your company?• How do your customers want to buy? • Gain an overview of successful models such as KAM, customer-centric and outbound/inbound inside sales• Identify critical resources for implementation • Change Management: cultural and competency barriers to effective execution Barry Duke, Vice President Sales, Genzyme

9.30: Insights into Taro’s commercial model strategies• Identify critical markets for retention and determine where to deploy and focus resources • Discover how to retain and grow Rx volume, market share and revenue • Overcome the hurdles of reduced home office support and cuts to A&P funding Joe Malta, Vice President Sales & Marketing, Taro Pharmaceuticals

10.00: The optimal size of your workforce: How small is big enough?• Who is key to your workforce? Understand how this will drive your business• Optimise your Sales Force and discover the most effective life cycle• Has the economic downturn suppressed your promotion activity? • Learn if the number of sales reps you have actually matters in these challenging economic timesTracy Mills, Senior Director Sales Force Effectiveness, Endo Pharmaceuticals

11.00: Target managed markets and bring value to these powerful stakeholders• Learn how to successfully engage payers by using a customer-centric approach• Hear the benefits of earlier collaboration with payers and how to maintain this involvement throughout the product life-cycle into the sales cycle• How to use specific research techniques to enhance marketing & gain insight about payers • Increase focus on health outcomes research and cost-effectiveness to satisfy payers demands Don Sawyer, Vice President Commercial Operations, AstraZeneca

11.30: How to ensure a long-term relationship with your key accounts• Identify the key accounts that will generate the greatest ROI and maintain these relationships by generating mutual trust • Provide the necessary tools and training to transform your Sales Force into therapeutic area experts, capable of identifying the correct accounts and building relationships across multidisciplinary groups • Increase your sales force’s efficiency by establishing a successful “pull through” model Tony Zecca, Senior Director Sales Strategy, Effectiveness & Innovation, AstraZeneca

2.00: Multi-Channel Management:  Integrating promotion effectively across all channels• Understand the overall landscape of physician usage of alternative channels – web, mobile and social media• Effectively engage with customers in a way that matches their workflow • Learn how to integrate “traditional” promotion with “alternative” promotion Paulash Mohsen, VP Multichannel Management, Pfizer

2.30: Capitalise on the potential of e-detailing to reduce your marketing costs• Understand how e-detailing can help you strengthen the pharma- physician relationship whilst cutting your costs • Learn to convert mind share to market share & deliver samples to interested doctors by strategically applying e-detailing • Identify how to determine the correct e-detailing approach by segmenting the relevant variables and subsequently offer only the services that are most valued able John Rotondo, VP & General Manager Commercial Operations, Bayer

3.00; Closed Loop Marketing In a multi-channel  environment• Transform your Sales Force and drive multi-channel integration through the use of technology and analytics • Maximize the impact of your sales force with customized tools and material that delivering real value to the customer interaction • Learn key success factors for the effective implementation of CLM Marc Valdiviezo, Director Marketing Excellence, Sanofi-Aventis

3.30: What technology is necessary to achieve optimum sales effectiveness?• Go mobile: Discover the strategic advantages of the resulting real time ability to interact with customers • Understand what are the advantages of virtual selling and discover the advantages of providing your sales reps with a second channel of interaction through the web• Maximise your CRM tools to achieve optimum sales effectivenessEdson Gemo, Senior Director Business Technology Sales Force Effectiveness Solution Center, Pfizer Steve Winawer, Senior Director, US Business Technology, Commercial Operations, Patient & Physician Marketing, Pfizer

CASESTUDY

CASESTUDY

PANELSESSION

SESSION 3: SALES EXCELLENCE

SESSION 4: SALES TOOLS AND TECHNOLOGY

Business Opportunities For Solution Providers

Don’t miss a single presentation!

> Do you have something to offer sales and marketing executives to help their company succeed?

> Are you confident that you have the best solution on the market?

> Do you want to meet and do business with decision makers from pharma and biotech?

Then do not miss this event- it is the only option to ensure you strengthen current business relationships and build new ones.

Maximise your return on investment at this industry-leading eventby increasing your profile with our exciting range of sponsorshipopportunities. Just take a look at the agenda and you will see thatwe are totally committed to ensure a great ratio of buyers for ourconfirmed partners to ensure that the integrity of your campaign isguaranteed. Put your company in pole position to make the connectionsand clinch the deals you’re coming along to make.

For more information on the opportunities available,Email Ed Harris on eharris@eyeforpharma.com or call toll free:+ 1 800 814 3459 x 7173

Group Discounts Take advantage of eyeforpharma’s unique team discounts.The more people you bring the more money your company saves - and the more it gains in knowledge building.

Contact the eyeforpharma team on +1 800 814 3459 or emailregister@eyeforpharma.com to make big savings

We know it will be difficult for you to catch every single presentationso we will be filming and recording all the presentations so you don’thave to miss a thing!

Simply purchase the Gold or Platinum Pass when you register and you’ll be given access to the recordings after the conference.

Check out the registration form opposite now!

4 EASYWAYS TO REGISTER

CALL +1 800 814 3459

FAX +1 800 814 3460

EMAIL register@eyeforpharma.com

ONLINE www.eyeforpharma.com/ sfeusa

Reserve your place today at www.eyeforpharma.com/sfeusa

“Excellent insights into sales and marketing trends”

Marc PiperGlobal Business Support, Bayer

“Deals with the most critical business challenges- it fuels future orientations”

Paul Kusters Director SFE & Training, UCB

“Great networking, insights, information and learning”

Paul Ruane Director of Learning and Development, Schering Plough

“Very valuable- presentations showed what will be happening in 5 year’s time”

Nick Pope Global Director of Learning and Sales Force Training

Bausch & Lomb

Register Now! visit www.eyeforpharma.com/sfeusa

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Staying in Princeton?You are encouraged to extend your stay in Princeton either before or after the summit, and you are more than welcome to bring a partner.

For further information on hotel discounts visit:www.eyeforpharma.com/sfeusa

TERMS & CONDITIONS Places are transferable without any charge. Cancellations before 17th April 2010 in-cur an administrative charge of 25%. If you cancel your registration after 17th April 2010 we will be obliged tocharge the full fee. Please note – you must notify eyeforpharma in writing of a cancellation, or we will be obliged to charge

the full fee. The organisers reserve the right to make changes to the programme without notice. All prices displayed areexclusive of VAT unless otherwise stated but, VAT will be charged, where applicable, at the prevailing rate on the invoicedate and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT

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Group DiscountsContact

register@eyeforpharma.com for your group rate

Platinum Pass

Platinum Pass

> Two day full access pass> Full event recording> Access to workshops> Exclusive Strategic report

> Two day full access pass> Full event recording> Exclusive Strategic report

> Two day full access pass> Full event recording> Access to workshops

> Two day full access pass> Full event recording

> Two day full access pass> Access to workshops

> Two day full access pass

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$2695

$2695

$2895

$2995

$3195

Gold Pass

Gold Pass

$2195

$2395

$2395

$2595

$2695

$2895

Silver Pass

Silver Pass

$1995

$2195

$2195

$2395

$2495

$2695

SUPER EARLY BIRD (expires 19 Feb 2010)

SUPER EARLY BIRD (expires 19 Feb 2010)

Pharma & Biotech Companies

Solution Providers & Consultants

EARLY BIRD (expires 26 Mar 2010)

EARLY BIRD (expires 26 Mar 2010)

STANDARD PRICE

STANDARD PRICE

Video Conference recording $600

A wide range of companies attended in 2008, here are just a few:

AbbottAstellasAstraZenecaBarr LaboratoriesBausch & LombBayerBiogen IdecBoehringer IngelheimBristol-Myers SquibbCentocor Ortho BiotechCephalon00Daiichi SankyoDoctorDirectory.comEli LillyEMD SeronoEnzon PharmaceuticalsFerring International CenterForest LaboratoriesGalderma LabsGenentech

GenzymeGileadHoffman LaRocheITOCHU TechnologyJ&J BISJohnson & JohnsonLifeScan (Johnson & Johnson)Merck Frosst CanadaNovartis PharmaceuticalsNovo NordiskPfizerPurdue PharmaReckitt BenckiserSanofi Aventis GroupSchering-PloughShireSolvayStiefel LaboratoriesWolters Kluwer HealthWyeth

Media Partners

Breakdown of last year’s attendees:

8th Sales Force Effectiveness USA 2010 2 day conference

17-18 May 2010, Princeton, USA

Save $500Register before 19 Feb 2010

Developed by

4 EASY WAYS TO REGISTERCALL +1 800 814 3459

FAX +1 800 814 3460

EMAIL register@eyeforpharma.com

ONLINE www.eyeforpharma.com/ sfeusa

36OPMTHE FULL SPECTRUM OF PRODUCT MANAGEMENT

36O

8th Sales Force Effectiveness USA 2010 2 day conference

17-18 May 2010, Princeton, USA

Save $500Register before 19 Feb 2010

Developed by

Capitalise on the Benefits of Change to Develop a Winning Sales Strategy