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CBI’s Executive For um on


      Contract Sales Strategies
       for Bio/ Pha r maceut ical Companies
Flexible Sales and Promotional Models for Enhanced Business Profitability
    J u n e 21-2 2 , 2 011            •        Crowne Plaza Downtown                           •   PhilaDelPhia, Pa


Conference Chair:                                    Mark Gleason,                                     Brenda Varney,
                                                     Senior Vice President,                            Director, Established Brands,
          Daryl Gaugler,
                                                	    Aptilon	DMD	
          Senior Vice President,                                                           	           UCB	Pharma	
          Commercial Solutions,
          Quintiles                                  Christopher Holl,
                                                                                                       Matthew Witte,
                                                     Director, Marketing,
                                                	    sanofi-aventis		                                  Vice President, Sales,
Unique Perspectives from:                                                                  	           Somaxon	Pharmaceuticals

          David Bernard,                             Mohamed Issa, Pharm.D., MBA,
          Managing Director,                         Senior Brand Manager,                             Anthony Zecca,
	         DB	Marketing	Technologies                  Marketing,                                        Former Senior Director,
                                                	    Pfizer	Inc                                        Sales Strategy, Effectiveness
          Karl Braun, Former Vice President,                                                           and Innovation, AstraZeneca
                                                     Michael Leonetti,
          U.S. Sales, Specialty	Biologics;
                                                     Executive Director,
          General Manager, Specialty Care
                                                     Contract Sales Forces,                Special Thanks to
          Business, Puerto Rico, Pfizer	Inc
                                                	    Boehringer	Ingelheim
                                                                                           CBI Program Advisors:
          Kevin Danylchuk,                           Craig McGettigan,
          President and General Manager,                                                   Bruce Braughton, Vice President of
                                                     Associate Director,
	         Vanguard	Pharma                            Marketing Operations and Analytics,   Sales and Marketing, sanofi-aventis
                                                     Bristol-Myers	Squibb
          Dean P. Erhardt, MBA,                                                            Adam M. Latts, Senior Director of Training
          Principal,                                                                       and Leadership Development, Lundbeck
                                                     James Meyer,
	         D2	Pharma	Consulting,	LLC                  Former Senior Vice President,
                                                	    TenX	Biopharma	Inc.		                 Joseph W. Malta, Vice President of Sales and
          Neil Ferguson,                                                                   Marketing, Taro	Pharmaceuticals	USA,	Inc.
          Vice President,                            Dan Steiber, R.Ph.,
          Commercial Sales,                          Principal,                            Daniel Schneider, Vice President of Sales
	         Quintiles		                           	    D2	Pharma	Consulting,	LLC             and Marketing, BTG	International	Inc.



                                                     Media Partners:



         To register, visit our website at www.cbinet.com/cso
Utilize Highly Trained Sales Reps for
   Main conference                                                                            11:00
                                                                                                      Specialty Products
              Day One — Tuesday, June 21, 2011                                                        The	industry	realizes	that	the	“one-size-fits-all”	sales	rep	
                                                                                                      model	is	no	longer	working,	especially	with	the	growing	
                                                                                                      market	of	specialty	products.		To	increase	the	number	of	
  7:45    Conference Registration and Continental Breakfast
                                                                                                      sales	reps	with	more	extensive	experience	and	education	
                                                                                                      than	primary	care	reps,	pharma	companies	can	utilize	
  8:45    Chairman’s Welcome and Opening Remarks
                                                                                                      CSO	reps.		Because	these	specially-trained	reps	have	the	
          Daryl Gaugler, Senior Vice President, Commercial Solutions,
                                                                                                      needed	expertise	to	promote	specialty	products,	companies	
          Quintiles
          Mr. Gaugler oversees the U.S. Commercial Solutions business with                            are	able	to	more	effectively	sell.		During	this	case	study,	
          operations in the United States and Canada. As a founder of the                             discuss	several	cost-effective	options	for	specialty	sales.
          U.S.-based outsourcing unit, Mr. Gaugler has built over 100 field sales                     •	 Assess	the	level	of	expertise	needed	by	specialty	sales	
          teams in six years with Innovex, which includes establishing twelve                            reps	versus	primary	care	reps
          new commercial companies and launching forty-one new products.                              •	 Review	increased	efficiencies	from	utilizing	contract	
          Mr. Gaugler has led innovations in the outsourcing arena including
                                                                                                         reps	for	specialty	products
          establishing the first full-time outsourced team, the first fully outsourced
                                                                                                      James Meyer, Former Senior Vice President, TenX Biopharma Inc.
          launch, the first specialty full-time team, the first risk-based initiative and
          the first web-based sales force automation tool. Prior to joining Innovex,
          Mr. Gaugler entered the outsourcing arena with MMD as a Regional                    11:45   Portfolio Evaluation and Product Selection
          Sales Director. He also spent numerous years with Bristol-Myers Squibb                      for Contract Sales
          in various senior sales positions.                                                          A	company’s	languishing	products	may	become	more	
                                                                                                      profitable	through	strategic	repositioning	and	re-
                                                                                                      launching	techniques.		The	strategy	may	be	implemented	
          —     O pe n i ng                     A d d re s s                    —                     using	contract	reps	whose	skills	are	different	than	those	
  9:00	   Evaluate the Present Landscape for Utilizing                                                of	highly-trained	primary	care	reps.		During	this	session,	
          Contract Sales                                                                              learn	the	methods	for	determining	which	products	may	
                                                                                                      be	the	best	option	for	this	approach.
          Using	contract	sales	forces	in	conjunction	with	your	sales	
          force	can	be	beneficial	in	optimizing	business	profitability.	              •	 Assess	the	timeline	of	patent	expiration	to	determine	
          This	session	provides	an	overview	of	how	sales	and	
                                                                              Case       which	products	should	be	the	focus	of	investment
                                                                              Study
          marketing	teams	are	currently	working	together	and	                         •	 Determine	what	level	of	sales	force	is	needed	to	meet	
          looking	to	outsource	for	maximum	flexibility	and	growth.                       the	promotion	required
          •		Review	changes	that	have	been	taking	place	across		                      •	 Examine	what	the	expected	ROI	would	be	from	
             the	industry
                                                                                         utilizing	CSO	reps	in	this	capacity	
          •		Discuss	the	current	outlook	for	internal	sales	forces
                                                                                      Neil Ferguson, Vice President, Commercial Sales, Quintiles
          Karl Braun, Former Vice President, U.S. Sales, Specialty Biologics;
          General Manager, Specialty Care Business, Puerto Rico, Pfizer Inc    12:30	 Networking Luncheon

                                                                                              1:45    Define the Qualifications Needed When
  9:45    Create a “Hybrid” CSO Model for
                                                                                                      Considering a CSO Partner
          Start-Up Operations
                                                                                                      There	any	many	options	to	choose	from	when		
          Start-up	operations	often	have	limited	resources	yet	
                                                                                                      considering	a	contract	sales	organization.		In	order	to	
          require	much	flexibility	for	successful	growth.			
                                                                                                      select	the	company	that	will	provide	you	with	exactly	
          During	these	case	studies,	hear	two	successful		
                                                                                                      what	you	are	looking	for,	there	are	certain	factors	to	be	
          examples	of	companies	that	hired	the	sales	management	
                                                                                                      considered	and	qualifications	to	be	met.		During	this	case	
          team	but	outsourced	the	representatives	to	a	CSO.
                                                                                                      study,	understand	the	criteria	that	should	be	used	when	
Case •	 Learn	what	made	these	“hybrid”	models	successful                                              comparing	available	options	and	how	to	go	about	making	
Study •	 Understand	how	the	management	team	and		
                                                                                                      the	final	determination	of	which	company	to	partner	with.	  	
           outsourced	reps	worked	together
          Matthew Witte, Vice President, Sales,                                             Case •	 Clearly	define	the	objectives	and	goals	for	outsourcing	
          Somaxon Pharmaceuticals                                                           Study •	 Prioritize	what	qualities	the	potential	CSO		
                                                                                                        must	possess	
  10:30   Networking and Refreshment Break                                                            Christopher Holl, Director, Marketing, sanofi-aventis


To Register Call Toll Free 800-817-8601 (339-298-2100 outside the U.S.) or Fax 781-939-2490. Register on our website at www.cbinet.com/cso
2:30         Select the Most Appropriate CSO Partner and                                         Day Two — Wednesday, June 22, 2011
                Construct a Collaborative CSO Contract
               Many	considerations	are	reviewed	when	evaluating	                            8:00	    Continental Breakfast
               and	selecting	the	most	appropriate	CSO	partner	for	a	
               given	project.		Each	project	will	have	its	own	needs	and	
               challenges	hence	the	evaluation	and	selection	of	CSO	                        8:45     Chairman’s Review of Day One
               partner	is	multi-factorial.		Once	a	partner	has	been	                                 Daryl Gaugler, Senior Vice President, Commercial Solutions, Quintiles
Case           selected,	internal	stakeholders	must	come	together	to	
Study          determine	what	specific	details	the	contract	should		
                                                                                            9:00     Align CSOs with Internal Sales Force Objectives
               entail	to	ensure	your	requirements	are	met	by	the	new	
               sales	team	and	its	supporting	management.		In	addition	                               There	are	benefits	to	implementing	the	embedded	
               to	the	basics	such	as	compliance	and	liability,	other	                                deployment	model	and	treating	your	CSO	reps	as		
               contractual	agreements	should	be	considered	including	
               performance	metrics	timelines.		During	this	case	study,	                              full-fledged	employees.		Management	must	understand	
               hear	how	Pfizer	selected	and	worked	with	a	CSO	on	a	                                  the	relationship	between	outsourced	reps	and	internal	
               unique	project	to	drive	business.	                                                    sales	reps	to	ensure	that	the	collaboration	is	productive.		
               •	 Review	what	considerations	should	be	evaluated	when	                               This	session	outlines	the	effective	tactics	management	
                  selecting	a	CSO	for	a	unique	project	
               •	 Understand	contractual	considerations	that	make	for	                               can	use	during	the	integration	process	and	identify	best	
                  improved	execution	and	partnerships	                                               practices	to	contract	sales	strategy.
               Mohamed Issa, Pharm.D., MBA, Senior Brand Manager, Marketing, Pfizer Inc             •	 Detail	the	benefits	of	fully	integrating	the	two	sales	forces
   3:15         Networking and Refreshment Break                                                    •	 Discuss	the	reasons	why	some	companies	would	keep	
   3:45         Benefit from Innovative Performance-Based &                                            the	sales	teams	separate	
                Value-Driven Approaches When Using a CSO                                            •	 Highlight	how	your	veteran	sales	reps	can	educate	the	
                Contract	sales	organizations	offer	the	pharmaceutical	
                industry	flexibility,	risk-mitigation	and	overall	cost-                                CSO	reps,	and	how	these	reps’	perspectives	can	make	
                effectiveness	by	definition.		In	this	session,	go	beyond	                              your	overall	team	more	robust	and	effective
                the	“set	program	budget”	contractual	approach	to	                                   Michael Leonetti, Executive Director, Contract Sales Forces,
                explore	different	options	regarding	CSO	fee	structures/                              Boehringer Ingelheim
                compensation	strategies	that	can	help	drive	win-win	
                outcomes	for	the	CSO-client	partnership.		Real-world	
 Case           cases	are	explored	and	the	pros	and	cons	of	each	                           9:45	    Expedite Launch with Outsourced Trade Sales and
                approach	are	presented	—	the	emphasis	will	be	on	various	                            Managed Markets Organization
Studies         types	of	“pay-for-performance”	contract	structures.
                                                                                                    Launching	a	new	product,	especially	as	a	new	
                Kevin Danylchuk, President and General Manager, Vanguard Pharma
                                                                                                    organization,	is	a	complex	and	time	consuming	process.		
   4:30         Implement a Change Management Policy to                                             Many	companies	fail	to	realize	the	key	activities	that	need	
                Engage Your Internal Sales Force                                                    to	occur	when	launching	a	new	product	and	to	understand	
               As	pharmaceutical	companies	increasingly	use	CSOs,	                                  the	resources	and	timelines	needed	to	do	the	job	right.		
               management	must	be	keenly	aware	that	this	will	
               undoubtedly	affect	the	morale	of	the	internal	sales	force	if	                        How	are	the	required	activities	different	depending	on	
               not	managed	properly.		The	attitude	of	the	internal	sales	                           the	product?		How	does	the	delivery	model	change	when	
               force	could	greatly	impact	productivity,	thus	proactive	                             distribution	is	for	a	traditional	pharmaceutical	product	
               steps	must	be	taken	to	ensure	employees	do	not	feel	                                 versus	a	biologic,	an	oncology	product	or	a	device?		How	
               threatened	and	are	able	to	adapt	to	the	change.		During	
                                                                                                    does	your	relationship	with	a	payer	change	depending	on	
               this	discussion,	learn	how	to	manage	the	changing	
               dynamic	of	your	sales	team	and	boost	internal	morale.                                product	type	and	coverage	benefit?		How	do	you	get	in	
               •	 Understand	the	common	misconceptions	about	why	                                   the	door	when	you	have	no	existing	relationships?		This	
                  CSOs	are	being	used                                                               session	provides	insights	on	what	outsourcing	can	do	to	
               •	 Define	the	changes	your	internal	sales	force	can		                                support	market	goals	and	how	an	outsourced	trade	sales	
                  expect	to	see                                                                     and/or	managed	markets	organization	can	save	time	and	
               •	 Incorporate	an	effective	change	management		                                      money	while	expediting	your	key	launch	activities.
                  policy	into	practice
               Anthony Zecca, Former Senior Director,                                               •	 Understand	how	outsourcing	can	increase	profitability
               Sales Strategy, Effectiveness and Innovation, AstraZeneca                            •	 Learn	how	outsourcing	can	save	capital	needed		
   5:15         Close of Day One                                                                       for	growth
                                                                                                    •	 Know	why	certain	activities	need	to	start	long		
                                                                                                       before	PDUFA
                       5:15-6:15        Networking,                                                 •	 Hear	how	to	leverage	someone	else’s		
                                        Wine & Cheese Reception                                        market	relationships
                                        Join colleagues and friends in a relaxed setting.           Dean P. Erhardt, MBA, D2 Pharma Consulting LLC
                                                                                                    Dan Steiber, R.Ph., Principal, D2 Pharma Consulting, LLC
   Photo by: Photolink / Getty Images




 To Register Call Toll Free 800-817-8601 (339-298-2100 outside the U.S.) or Fax 781-939-2490. Register on our website at www.cbinet.com/cso
10:30	   Networking and Refreshment Break                                      12:30	   Networking Luncheon

  11:00    Leverage Outsourced Alternative Sales Channels                        1:45     EXTENDED SESSION:
           With	reductions	of	company	sales	forces	and	                                   Utilize a Pro-Forma Approach to Ensure
           effectiveness,	what	cost-effective	options	are	available	
           to	expand	coverage,	reach	and	frequency?		Through	
                                                                                          Financial Return with CRM Programs
           strategically	incorporating	call	centers,	virtual	                             During	this	case	study,	review	several	critical		
           representatives,	web	detailing	and	other	non-personal	                         questions	when	selecting	and	determining	a		
           techniques,	pharma	can	promote	well-established	
                                                                                          campaign	or	CRMtool.		These	questions	include:		
           products	with	great	flexibility	and	cost	management.		
                                                                                          What	is	a	Pro-Forma	Approach?		When	should	a	
           During	this	discussion:
                                                                                          team	consider	a	Pro-Forma	Approach?	Who	should	
           •	 Review	the	different	available	non-personal	options	
                                                                                          be	responsible	for	developing	and	communicating	the	
           •	 Discuss	the	benefits	to	each	representation	
              and	channel                                                                 approach?		Pro-Forma	is	an	evaluation	tool	that	can	be	
           •	 Examine	strategic	applications	to	complement	and	                           used	to	ensure	a	campaign	or	project	is	a	sound	financial	
              extend	sales	resources	and	share-of-voice	                                  investment	prior	to	making	a	commitment.	This	approach	
           Mark Gleason, Executive Vice President, Corporate Development,                 should	be	used	when	considering	a	new	campaign	or	CRM	
           Aptilon DMD                                                                    program,	as	well	as	reviewing	a	current	program	that	will	
  11:45    Ensure CSO Performance Meets                                                   incur	significant	changes.	This	case	study	reviews	a	high	
           Sales Expectations                                                             level	view	of	a	Pro-Forma	example	to	explore	the	benefits	
           Once	partnered	with	a	CSO,	you	should	expect	the		                             to	this	approach	with	CRM	and	campaign	management.
           CSOs	performance	will	reflect	the	expectations		
                                                                                          •	 Define	a	Pro-Forma	Approach
           detailed	by	the	contract.		To	ensure	that	your	product	
           promotion	is	successfully	executed,	management	must	                           •	 Know	when	to	use	this	approach
           examine	the	financial	aspects,	the	contract,	the	sales	force	
                                                                                          •	 Understand	who	is	responsible	for	developing	and	
           messaging	and	training.		During	this	case	study,	hear	how	
                                                                                            implementing	Pro-Forma
           UCB	partnered	with	a	CSO	during	October	2008-	March	
           2010	for	one	of	their	highly	successful	brand	promotions.                      Craig McGettigan, Associate Director,
Case
           •	 Assess	the	performance	metrics                                              Marketing Operations and Analytics, Bristol-Myers Squibb
Study
           •	 Review	how	the	contract	determined	the	CSO’s	function                       David Bernard, Managing Director, DB Marketing Technologies
           •	 Discuss	lessons	learned	from	the	partnership
           Brenda Varney, Director, Established Brands, UCB Pharma               2:45     Close of Conference



                    —       I n        R e c o g n i t i o n                    o f       O u r          S p o n s o r s               —
                       CBI’s corporate sponsors represent select companies that share a common mission: business
             advancement through thought leadership, strategic interaction and innovation. The companies represented below
            are proud contributors on this program and have carefully selected messaging, branding or positioning statements to
           encourage the evaluation and investigation of quality products and/or services available. We applaud these companies,
                    as well as others that wish to join the conference, as important members of this event’s delegation.
                                                                            	




                     If you are interested in sponsorship or exhibit opportunities, please call Taylor Shields at 339-298-2108
                                                       or e-mail taylor.shields@cbinet.com.


To Register Call Toll Free 800-817-8601 (339-298-2100 outside the U.S.) or Fax 781-939-2490. Register on our website at www.cbinet.com/cso
Who Should Attend                                                                    D o n’ t M i s s C B I ’ s
   This conference would be of interest to Vice Presidents,
                                                                                      Networking Pavillion
         Senior Directors, Directors and Managers at
                                                                                   Join us at our unique networking pavilion which is designed to
       biopharmaceutical companies with responsibility
                                                                                bring together professionals from CBI’s	Life	Sciences	CRM	Forum
                      in the following areas:
                                                                                     as well as CBI’s	Forum	on	Contract	Sales	Strategies —
                                                                                    two programs offered at one convenient location to facilitate
                     •	 Sales	Operations
                                                                                   business exchange amongst industry peers. Presentations are
                     •	 Commercial	Operations                                          kept separate to ensure a focused learning experience,
                     •	 Contract	Sales	                                              but opportunities for collaboration are available throughout
                     •	 Field	Operations                                            the two days. Don’t miss the opportunity to interact with an
                                                                                                  extensive network of professionals!
                     •	 Brand	Management
                     •	 Product	Management
                     •	 Training
                                                                                  CBI’s LIfe sCIenCes

                                                                                  CRM
                     •	 Legal
                     •	 Regulatory                                                                                       f o r u m
                                                                                                                           JUNE 21-22, 2011 • CROW NE PL A Z A
                     •	 Marketing                                                                                          P H I L A D E L P H I A , P A


                     •	 Finance                                                      Innovative Tools to Enhance Multi-Channel
                                                                                       Marketing and Strategic Sales Models
This conference will also benefit Contract Sales Organizations,
Consultants and companies providing services for sales force                            For	more	information	on	this	event		
                    effectiveness and training.                                          please	visit	www.cbinet.com/crm	

    WhAT CAn YoU ExPECT                                                              To rEgISTEr or To rEqUEST

    From A CBI ConFErEnCE?                                                           morE InFormATIon:

    As a delegate, speaker or sponsor you receive timely
                                                                                     Phone:	800-817-8601
    information, future projections as well as an extensive
    opportunity to network and discuss the issues of the day                         Fax:	781-939-2490
    with senior policy makers and industry leaders.
                                                                                     Email:	cbireg@cbinet.com
    CBI serves senior-level executives and thought leaders
    in bio/pharmaceutical, medical device/diagnostic and                             Web:	www.cbinet.com/cso
    healthcare industries by providing unbiased platforms for
                                                                                     Organized	by:
    networking and the exchange of real-time information.
    Eighty percent of our events focus on investment
    opportunities, business strategies, domestic and
    international regulatory issues, operations and
    applied technologies within the bio/pharmaceutical arena.



                   PM360 is the premier, must-read monthly magazine for marketing decision makers in the pharmaceutical, biotech, and medical device
industries. PM360 is the only journal that delivers practical how-to marketing information necessary for product managers/pharma marketing professionals to
succeed in the complex and regulated healthcare environment.
CBI’s Executive For um on                                                                                                  CSo Case Studies and

                       Contract Sales                                                                                                                        Best Practices for:
                                                                                                                                                                •	 New	product	launch


                         Strategies                                                                                                                             •	 Specialty	products
                                                                                                                                                                •	 Outsourced	trade	and	managed	care
                                                                                                                                                                •	 Collaborative	contracts
            for Bio/ Phar maceut ical Companies
                                                                                                                                                                •	 Change	management	policy
                    Flexible Sales and Promotional Models for                                                                                                Plus!
                         Enhanced Business Profitability                                                                                                     Don’t miss the networking opportunities
    J u ne 21-2 2 , 2 011 • C row ne P l a z a Dow n tow n • P h i l a De l P h i a , Pa
                                                                                                                                                             with the attendees of our co-located event,
                                                                                                                                                             CBI’s Pharmaceutical CRM Forum

         The Next Best Thing to Being There…                                                          CBI                                                                                                                      PRSRT STD
                                                                                                      600 Unicorn Park Drive • Woburn, MA 01801                                                                                U.S. Postage
    Order the Online Compendium if you would like to capture what you’ve missed
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         and submit via phone, fax or website and you’ll receive the link to the
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•	 Registration Fee:                   Standard         Advantage Pricing
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     event of a speaker cancellation, every effort to find a suitable replacement will be made              	Enclosed is a check for payment in full (No personal checks accepted)                                                    Please
     without notice. The opinions of the conference faculty do not necessarily reflect those of
     the companies they represent or The Center for Business Intelligence.
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                                                                                                                                                                                                                                   this form for
                                                                                                                                                                                                                                    additional
•	 Satisfaction Guaranteed:                                                                                 	Amex:                                                                                                                  delegates.
     CBI stands behind the quality of its conferences. If you are not satisfied with the
     quality of the conference, a credit will be awarded towards a comparable                        NAME (AS APPEARS ON CARD)                                                                                  ExP. DATE
     CBI conference of your choice. Please contact 800-817-8601 for further information.
                                                                                                     CARDHOLDER SIGNATURE
     Advanced preparation for CBI conferences is not required.


                                                           WeBSiTe                           Phone                             faX                                e-Mail                                        Mail
     5 Easy Ways                                           www.cbinet.com/	
                                                           cso
                                                                                             800-817-8601		                    781-939-2490                       cbireg@cbinet.com                             CBI Registration Dept.
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CBI Contract Sales Brochure

  • 1. CBI’s Executive For um on Contract Sales Strategies for Bio/ Pha r maceut ical Companies Flexible Sales and Promotional Models for Enhanced Business Profitability J u n e 21-2 2 , 2 011 • Crowne Plaza Downtown • PhilaDelPhia, Pa Conference Chair: Mark Gleason, Brenda Varney, Senior Vice President, Director, Established Brands, Daryl Gaugler, Aptilon DMD Senior Vice President, UCB Pharma Commercial Solutions, Quintiles Christopher Holl, Matthew Witte, Director, Marketing, sanofi-aventis Vice President, Sales, Unique Perspectives from: Somaxon Pharmaceuticals David Bernard, Mohamed Issa, Pharm.D., MBA, Managing Director, Senior Brand Manager, Anthony Zecca, DB Marketing Technologies Marketing, Former Senior Director, Pfizer Inc Sales Strategy, Effectiveness Karl Braun, Former Vice President, and Innovation, AstraZeneca Michael Leonetti, U.S. Sales, Specialty Biologics; Executive Director, General Manager, Specialty Care Contract Sales Forces, Special Thanks to Business, Puerto Rico, Pfizer Inc Boehringer Ingelheim CBI Program Advisors: Kevin Danylchuk, Craig McGettigan, President and General Manager, Bruce Braughton, Vice President of Associate Director, Vanguard Pharma Marketing Operations and Analytics, Sales and Marketing, sanofi-aventis Bristol-Myers Squibb Dean P. Erhardt, MBA, Adam M. Latts, Senior Director of Training Principal, and Leadership Development, Lundbeck James Meyer, D2 Pharma Consulting, LLC Former Senior Vice President, TenX Biopharma Inc. Joseph W. Malta, Vice President of Sales and Neil Ferguson, Marketing, Taro Pharmaceuticals USA, Inc. Vice President, Dan Steiber, R.Ph., Commercial Sales, Principal, Daniel Schneider, Vice President of Sales Quintiles D2 Pharma Consulting, LLC and Marketing, BTG International Inc. Media Partners: To register, visit our website at www.cbinet.com/cso
  • 2. Utilize Highly Trained Sales Reps for Main conference 11:00 Specialty Products Day One — Tuesday, June 21, 2011 The industry realizes that the “one-size-fits-all” sales rep model is no longer working, especially with the growing market of specialty products. To increase the number of 7:45 Conference Registration and Continental Breakfast sales reps with more extensive experience and education than primary care reps, pharma companies can utilize 8:45 Chairman’s Welcome and Opening Remarks CSO reps. Because these specially-trained reps have the Daryl Gaugler, Senior Vice President, Commercial Solutions, needed expertise to promote specialty products, companies Quintiles Mr. Gaugler oversees the U.S. Commercial Solutions business with are able to more effectively sell. During this case study, operations in the United States and Canada. As a founder of the discuss several cost-effective options for specialty sales. U.S.-based outsourcing unit, Mr. Gaugler has built over 100 field sales • Assess the level of expertise needed by specialty sales teams in six years with Innovex, which includes establishing twelve reps versus primary care reps new commercial companies and launching forty-one new products. • Review increased efficiencies from utilizing contract Mr. Gaugler has led innovations in the outsourcing arena including reps for specialty products establishing the first full-time outsourced team, the first fully outsourced James Meyer, Former Senior Vice President, TenX Biopharma Inc. launch, the first specialty full-time team, the first risk-based initiative and the first web-based sales force automation tool. Prior to joining Innovex, Mr. Gaugler entered the outsourcing arena with MMD as a Regional 11:45 Portfolio Evaluation and Product Selection Sales Director. He also spent numerous years with Bristol-Myers Squibb for Contract Sales in various senior sales positions. A company’s languishing products may become more profitable through strategic repositioning and re- launching techniques. The strategy may be implemented — O pe n i ng A d d re s s — using contract reps whose skills are different than those 9:00 Evaluate the Present Landscape for Utilizing of highly-trained primary care reps. During this session, Contract Sales learn the methods for determining which products may be the best option for this approach. Using contract sales forces in conjunction with your sales force can be beneficial in optimizing business profitability. • Assess the timeline of patent expiration to determine This session provides an overview of how sales and Case which products should be the focus of investment Study marketing teams are currently working together and • Determine what level of sales force is needed to meet looking to outsource for maximum flexibility and growth. the promotion required • Review changes that have been taking place across • Examine what the expected ROI would be from the industry utilizing CSO reps in this capacity • Discuss the current outlook for internal sales forces Neil Ferguson, Vice President, Commercial Sales, Quintiles Karl Braun, Former Vice President, U.S. Sales, Specialty Biologics; General Manager, Specialty Care Business, Puerto Rico, Pfizer Inc 12:30 Networking Luncheon 1:45 Define the Qualifications Needed When 9:45 Create a “Hybrid” CSO Model for Considering a CSO Partner Start-Up Operations There any many options to choose from when Start-up operations often have limited resources yet considering a contract sales organization. In order to require much flexibility for successful growth. select the company that will provide you with exactly During these case studies, hear two successful what you are looking for, there are certain factors to be examples of companies that hired the sales management considered and qualifications to be met. During this case team but outsourced the representatives to a CSO. study, understand the criteria that should be used when Case • Learn what made these “hybrid” models successful comparing available options and how to go about making Study • Understand how the management team and the final determination of which company to partner with. outsourced reps worked together Matthew Witte, Vice President, Sales, Case • Clearly define the objectives and goals for outsourcing Somaxon Pharmaceuticals Study • Prioritize what qualities the potential CSO must possess 10:30 Networking and Refreshment Break Christopher Holl, Director, Marketing, sanofi-aventis To Register Call Toll Free 800-817-8601 (339-298-2100 outside the U.S.) or Fax 781-939-2490. Register on our website at www.cbinet.com/cso
  • 3. 2:30 Select the Most Appropriate CSO Partner and Day Two — Wednesday, June 22, 2011 Construct a Collaborative CSO Contract Many considerations are reviewed when evaluating 8:00 Continental Breakfast and selecting the most appropriate CSO partner for a given project. Each project will have its own needs and challenges hence the evaluation and selection of CSO 8:45 Chairman’s Review of Day One partner is multi-factorial. Once a partner has been Daryl Gaugler, Senior Vice President, Commercial Solutions, Quintiles Case selected, internal stakeholders must come together to Study determine what specific details the contract should 9:00 Align CSOs with Internal Sales Force Objectives entail to ensure your requirements are met by the new sales team and its supporting management. In addition There are benefits to implementing the embedded to the basics such as compliance and liability, other deployment model and treating your CSO reps as contractual agreements should be considered including performance metrics timelines. During this case study, full-fledged employees. Management must understand hear how Pfizer selected and worked with a CSO on a the relationship between outsourced reps and internal unique project to drive business. sales reps to ensure that the collaboration is productive. • Review what considerations should be evaluated when This session outlines the effective tactics management selecting a CSO for a unique project • Understand contractual considerations that make for can use during the integration process and identify best improved execution and partnerships practices to contract sales strategy. Mohamed Issa, Pharm.D., MBA, Senior Brand Manager, Marketing, Pfizer Inc • Detail the benefits of fully integrating the two sales forces 3:15 Networking and Refreshment Break • Discuss the reasons why some companies would keep 3:45 Benefit from Innovative Performance-Based & the sales teams separate Value-Driven Approaches When Using a CSO • Highlight how your veteran sales reps can educate the Contract sales organizations offer the pharmaceutical industry flexibility, risk-mitigation and overall cost- CSO reps, and how these reps’ perspectives can make effectiveness by definition. In this session, go beyond your overall team more robust and effective the “set program budget” contractual approach to Michael Leonetti, Executive Director, Contract Sales Forces, explore different options regarding CSO fee structures/ Boehringer Ingelheim compensation strategies that can help drive win-win outcomes for the CSO-client partnership. Real-world Case cases are explored and the pros and cons of each 9:45 Expedite Launch with Outsourced Trade Sales and approach are presented — the emphasis will be on various Managed Markets Organization Studies types of “pay-for-performance” contract structures. Launching a new product, especially as a new Kevin Danylchuk, President and General Manager, Vanguard Pharma organization, is a complex and time consuming process. 4:30 Implement a Change Management Policy to Many companies fail to realize the key activities that need Engage Your Internal Sales Force to occur when launching a new product and to understand As pharmaceutical companies increasingly use CSOs, the resources and timelines needed to do the job right. management must be keenly aware that this will undoubtedly affect the morale of the internal sales force if How are the required activities different depending on not managed properly. The attitude of the internal sales the product? How does the delivery model change when force could greatly impact productivity, thus proactive distribution is for a traditional pharmaceutical product steps must be taken to ensure employees do not feel versus a biologic, an oncology product or a device? How threatened and are able to adapt to the change. During does your relationship with a payer change depending on this discussion, learn how to manage the changing dynamic of your sales team and boost internal morale. product type and coverage benefit? How do you get in • Understand the common misconceptions about why the door when you have no existing relationships? This CSOs are being used session provides insights on what outsourcing can do to • Define the changes your internal sales force can support market goals and how an outsourced trade sales expect to see and/or managed markets organization can save time and • Incorporate an effective change management money while expediting your key launch activities. policy into practice Anthony Zecca, Former Senior Director, • Understand how outsourcing can increase profitability Sales Strategy, Effectiveness and Innovation, AstraZeneca • Learn how outsourcing can save capital needed 5:15 Close of Day One for growth • Know why certain activities need to start long before PDUFA 5:15-6:15 Networking, • Hear how to leverage someone else’s Wine & Cheese Reception market relationships Join colleagues and friends in a relaxed setting. Dean P. Erhardt, MBA, D2 Pharma Consulting LLC Dan Steiber, R.Ph., Principal, D2 Pharma Consulting, LLC Photo by: Photolink / Getty Images To Register Call Toll Free 800-817-8601 (339-298-2100 outside the U.S.) or Fax 781-939-2490. Register on our website at www.cbinet.com/cso
  • 4. 10:30 Networking and Refreshment Break 12:30 Networking Luncheon 11:00 Leverage Outsourced Alternative Sales Channels 1:45 EXTENDED SESSION: With reductions of company sales forces and Utilize a Pro-Forma Approach to Ensure effectiveness, what cost-effective options are available to expand coverage, reach and frequency? Through Financial Return with CRM Programs strategically incorporating call centers, virtual During this case study, review several critical representatives, web detailing and other non-personal questions when selecting and determining a techniques, pharma can promote well-established campaign or CRMtool. These questions include: products with great flexibility and cost management. What is a Pro-Forma Approach? When should a During this discussion: team consider a Pro-Forma Approach? Who should • Review the different available non-personal options be responsible for developing and communicating the • Discuss the benefits to each representation and channel approach? Pro-Forma is an evaluation tool that can be • Examine strategic applications to complement and used to ensure a campaign or project is a sound financial extend sales resources and share-of-voice investment prior to making a commitment. This approach Mark Gleason, Executive Vice President, Corporate Development, should be used when considering a new campaign or CRM Aptilon DMD program, as well as reviewing a current program that will 11:45 Ensure CSO Performance Meets incur significant changes. This case study reviews a high Sales Expectations level view of a Pro-Forma example to explore the benefits Once partnered with a CSO, you should expect the to this approach with CRM and campaign management. CSOs performance will reflect the expectations • Define a Pro-Forma Approach detailed by the contract. To ensure that your product promotion is successfully executed, management must • Know when to use this approach examine the financial aspects, the contract, the sales force • Understand who is responsible for developing and messaging and training. During this case study, hear how implementing Pro-Forma UCB partnered with a CSO during October 2008- March 2010 for one of their highly successful brand promotions. Craig McGettigan, Associate Director, Case • Assess the performance metrics Marketing Operations and Analytics, Bristol-Myers Squibb Study • Review how the contract determined the CSO’s function David Bernard, Managing Director, DB Marketing Technologies • Discuss lessons learned from the partnership Brenda Varney, Director, Established Brands, UCB Pharma 2:45 Close of Conference — I n R e c o g n i t i o n o f O u r S p o n s o r s — CBI’s corporate sponsors represent select companies that share a common mission: business advancement through thought leadership, strategic interaction and innovation. The companies represented below are proud contributors on this program and have carefully selected messaging, branding or positioning statements to encourage the evaluation and investigation of quality products and/or services available. We applaud these companies, as well as others that wish to join the conference, as important members of this event’s delegation. If you are interested in sponsorship or exhibit opportunities, please call Taylor Shields at 339-298-2108 or e-mail taylor.shields@cbinet.com. To Register Call Toll Free 800-817-8601 (339-298-2100 outside the U.S.) or Fax 781-939-2490. Register on our website at www.cbinet.com/cso
  • 5. Who Should Attend D o n’ t M i s s C B I ’ s This conference would be of interest to Vice Presidents, Networking Pavillion Senior Directors, Directors and Managers at Join us at our unique networking pavilion which is designed to biopharmaceutical companies with responsibility bring together professionals from CBI’s Life Sciences CRM Forum in the following areas: as well as CBI’s Forum on Contract Sales Strategies — two programs offered at one convenient location to facilitate • Sales Operations business exchange amongst industry peers. Presentations are • Commercial Operations kept separate to ensure a focused learning experience, • Contract Sales but opportunities for collaboration are available throughout • Field Operations the two days. Don’t miss the opportunity to interact with an extensive network of professionals! • Brand Management • Product Management • Training CBI’s LIfe sCIenCes CRM • Legal • Regulatory f o r u m JUNE 21-22, 2011 • CROW NE PL A Z A • Marketing P H I L A D E L P H I A , P A • Finance Innovative Tools to Enhance Multi-Channel Marketing and Strategic Sales Models This conference will also benefit Contract Sales Organizations, Consultants and companies providing services for sales force For more information on this event effectiveness and training. please visit www.cbinet.com/crm WhAT CAn YoU ExPECT To rEgISTEr or To rEqUEST From A CBI ConFErEnCE? morE InFormATIon: As a delegate, speaker or sponsor you receive timely Phone: 800-817-8601 information, future projections as well as an extensive opportunity to network and discuss the issues of the day Fax: 781-939-2490 with senior policy makers and industry leaders. Email: cbireg@cbinet.com CBI serves senior-level executives and thought leaders in bio/pharmaceutical, medical device/diagnostic and Web: www.cbinet.com/cso healthcare industries by providing unbiased platforms for Organized by: networking and the exchange of real-time information. Eighty percent of our events focus on investment opportunities, business strategies, domestic and international regulatory issues, operations and applied technologies within the bio/pharmaceutical arena. PM360 is the premier, must-read monthly magazine for marketing decision makers in the pharmaceutical, biotech, and medical device industries. PM360 is the only journal that delivers practical how-to marketing information necessary for product managers/pharma marketing professionals to succeed in the complex and regulated healthcare environment.
  • 6. CBI’s Executive For um on CSo Case Studies and Contract Sales Best Practices for: • New product launch Strategies • Specialty products • Outsourced trade and managed care • Collaborative contracts for Bio/ Phar maceut ical Companies • Change management policy Flexible Sales and Promotional Models for Plus! Enhanced Business Profitability Don’t miss the networking opportunities J u ne 21-2 2 , 2 011 • C row ne P l a z a Dow n tow n • P h i l a De l P h i a , Pa with the attendees of our co-located event, CBI’s Pharmaceutical CRM Forum The Next Best Thing to Being There… CBI PRSRT STD 600 Unicorn Park Drive • Woburn, MA 01801 U.S. Postage Order the Online Compendium if you would like to capture what you’ve missed PAID at the conference. It couldn’t be easier. The link to the online compendium is Gallery available for only $198 and includes the conference agenda, presentations and speakers’ biographies. Don’t miss out on this valuable information presented by industry leaders exclusively at this event. Simply fill out the order form and submit via phone, fax or website and you’ll receive the link to the Online Compendium within 2 weeks after the conference. • Registration Fee: Standard Advantage Pricing 2 Day Conference $2,095 $1,795 Advantage Pricing — Register by April 15, 2011 and SAVE $300. Fee includes continental breakfast, lunch, wine and cheese reception, refreshments and Online Compendium. Please make checks (in U.S. funds drawn on a U.S. bank) registration card DO NOT REMOVE MAILING LABEL. PLEASE RETURN ENTIRE FORM. PC11044 payable to CBI Research, Inc. (No personal checks accepted) Advantage Pricing may not be combined with other discount offers, special category rates or promotions. Discounts only apply to standard rates. Yes! Please register me for CBI’s Forum on Contract Sales Strategies for Bio/Pharmaceutical Companies. • Team Discount: I am registering for ADVANTAGE PRICING We would like to take advantage of the TEAM DISCOUNT (see left for details). Your organization may send 1 executive free for every 3 delegates registered. All registrations must be made at the same time to qualify. Yes! Please send me the link to the Online Compendium. I am unable to attend the conference. • Accommodations: To receive CBI’s special discounted hotel rate on line or by phone, please go to: Do you have any special needs? ________________________________________________ Register 3 • On-line: www.cbinet.com/cso Get 1 FREE • Phone reservations: 888.233.9527 and mention CBI’s Research Groups. KEY CODE (appears above mailing address): ___________________________________ Cut-off date is Monday, June 6, 2011. Reservations made after the cut-off date or after group room block has been filled (whichever comes first) will be accepted 1. NAME POSITION on a space and rate availability basis. Rooms are limited so please book early. All travel arrangements are subject to availability. 2. NAME POSITION • Venue: 3. NAME POSITION Crowne Plaza Downtown 1800 Market Street 4. NAME POSITION Philadelphia, PA 19103 Free Phone reservations: 888.233.9527 COMPANY DIVISION Hotel direct line: 215.561.7500 ADDRESS • Substitution & Cancellation: Your registration may be transferred to a member of your organization up to 24 hours CITY STATE/COUNTRY ZIP/POSTAL CODE in advance of the conference. Cancellations received in writing on or before 14 days prior to the start date of the event will be refunded, less a $195 administrative charge. TELEPHONE FAx E-MAIL No refunds will be made after this date; however, the registration fee less the $195 administrative charge can be credited to another CBI conference if you register within AUTHORIZED SIGNATURE 30 days from the date of this conference to an alternative CBI conference scheduled within the next six months. In case of conference cancellation, CBI’s liability is limited to refund of the conference registration fee only. CBI reserves the right to alter this program Payment Options: Payment in full is required to process registration. Please call with any payment questions. without prior notice. Please Note: Speakers and agenda are subject to change. In the event of a speaker cancellation, every effort to find a suitable replacement will be made Enclosed is a check for payment in full (No personal checks accepted) Please without notice. The opinions of the conference faculty do not necessarily reflect those of the companies they represent or The Center for Business Intelligence. MC/Visa: photocopy this form for additional • Satisfaction Guaranteed: Amex: delegates. CBI stands behind the quality of its conferences. If you are not satisfied with the quality of the conference, a credit will be awarded towards a comparable NAME (AS APPEARS ON CARD) ExP. DATE CBI conference of your choice. Please contact 800-817-8601 for further information. CARDHOLDER SIGNATURE Advanced preparation for CBI conferences is not required. WeBSiTe Phone faX e-Mail Mail 5 Easy Ways www.cbinet.com/ cso 800-817-8601 781-939-2490 cbireg@cbinet.com CBI Registration Dept. 339-298-2100 Please include all information 600 Unicorn Park Drive to REgistER outside the U.S. requested on registration card. Woburn, MA 01801