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March 5 – 7, 2019
New Jersey

Workshop A
Wednesday February 28, 2018

10:00 - 13:00
Decrypting the Dynamics of Sales and Marketing Channels to Maximize Commercial Value

The pharma ecosystem is changing rapidly and will continue to do so in the foreseeable future. The complicated healthcaresystems in the US, new technologies and methodologies to generate insights have forced pharma/biotechs to move beyond the reach/frequency model to deeply rethink how they deploy their sales and marketing channels.

This interactive workshop will draw upon the cutting edge practices from across the spectrum of therapy areas (e.g. oncology, rare, ultra-rare, and gene therapy) to provide actionable insights on:

  • How to assess your go-to-market channel strategy and drive commercial effectiveness
  • Interactions between providers, payers, & patients
  • How to optimize channel design and lifecycle management plan
  • Rebalancing spend between agency/media channels and new methods to enhance “Patient Finding
  • What technologies do you need and how to extract business intelligence for competitive advantage?

Workshop Leaders:

  • Adam Hadjinian, GM – West Coast, Qral Group
  • Ryan Bruskiewicz, GM – Central, Qral Group

Workshop B
Wednesday February 28, 2018

14:00 - 17:00
Proving Omnichannel Impact on Sales – Build the Business Case to Justify Investments

Omnichannel customer engagement is the new mantra in pharma, with every interaction influencing the next interaction, and with campaign content building blocks tailored per segment, per message and per individual customer.

Making omnichannel successful requires robust omnichannel data (channel/content/context affinities), a tailored strategy, flawless execution, and continuous interaction and impact tracking. Over the years, Across Health, a global omnichannel consult-agency for life sciences, has developed an integrated “soup to nuts” (insight through to impact) offering, leveraging its unique Navigator customer insights (used by over 30 companies).

In this workshop we will demonstrate step by step how to leverage the Navigator data for designing an optimal omnichannel HCP business case and strategy, how to plan for impact, and how to ensure robust execution. We will also highlight a robust business case validated by IMS data and offer you a blueprint approach on how to do this for your campaigns as well.

Learning Outcomes:

  1. How to gain unique insights into US HCP channel, content & context affinities – and benchmark vs the competition (Navigator)
  2. How to build your own integrated HCP omnichannel campaign using a business simulation case
  3. How to demonstrate campaign effect on sales development
  4. How to continuously turn novel customer insights into campaign performance improvements

Workshop Leader – Ruud Kooi, Managing Partner, Across Health