John Mack
Editor and Publisher PHARMA MARKETING NEWS/PHARMA MARKETING BLOG

You want marketing ROI? You are not ready to measure ROI”
 Why many pharmaceutical marketers ignore ROI and rely upon anecdotal evidence

• Are marketers artists or mathematicians?
• Right brain vs. left brain thinking
• Creativity vs. accountability
• There are very few awards given for the latter, but many for the former
• Can six sigma be applied to marketing?

Graham Leask
Economics and Strategy Group, Aston Business School
ASTON UNIVERSITY

Identifying the most effective ways of measuring and predicting ROI

• Why ROI is important
• The Types of data available and how to gather it
• Different approaches to ROI - Their strengths and weaknesses
• How ROI can be used to guide and predict marketing results
• A short case study illustrating these points

Brand identity, loyalty and ROI

• How relevant is brand loyalty in life cycle management and maintaining ROI?
• A case from Urology – the BPH market as an example of brand loyalty
• Health care policy influence on ROI
• The relevance of medical information for ROI – a case from the Immunosuppression market
• Is there a general marketing approach for maximising ROI?

Andree K. Bates
Managing Director
EULARIS

Are you up to the challenge of measuring ROI in changing dynamics of the pharma industry?

• Understand the limitations of measuring ROI in a changing environment
• Hear the opportunities this can create for your brands
• Discover how to maximize return on your brands marketing investments
• Learn what you need to do next

Mike Kalfus
President
M2 WORLDWIDE

Al Kenny
SVP, Business Development
M2 WORLDWIDE

Measuring success and ROI in a changing global life science marketplace

• Setting the framework for measuring marketing ROI
• A real-world perspective on how to measure marketing and sales programmes
• Understanding how to use qualitative measures as indicators for more quantitative data points
• How to set up the framework to present your business case to senior management

Saša Bavec
Head, Marketing Services EUMEA
Sandoz

Super generics - difficult to make, different to sell

• What are super generics?
• Super generics as key differentiating factor vs. generic competitors
• How to sell super generics?
• How to exploit product’s full potential?
• Finding the ideal marketing approach

Martin S. Kamleiter
European Product Manager Epilepsy
EISAI EUROPE

Bridging the gap between corporate identity and brand personality

• Corporate identity and brand management - a systems-based approach in defining synergies
• Corporate behaviour and brand behaviour - identification and alignment
• Internal marketing - the role in delivering the employee brand promise

Ollie Mitchell
Head, Marketing
BOEHRINGER INGELHEIM UK

Optimising strategic and brand planning

• Identifying the information you need to consider
• Using market research results effectively
• Assessing ROI and the tools that have proven to be effective - how do you judge your success?

Presented by a selection
of speakers from both days

Interactive panel discussion – Discussing the challenges of measuring marketing productivity

• The impact of the regulatory framework on the marketing function
• Determining the course of evolution of DTCA and Rx advertising in Europe
• Effectively analysing the results of marketing campaigns

Delegates will be able to attend three one-hour roundtable discussion groups from a selection of key topics. Each session will be chaired by an industry expert who will facilitate an exchange of opinions, essential experiences and learning related to an aspect of marketing ROI.

Brian D. Smith
CEO
PRAGMEDIC

1. How to create strong marketing strategy

Graham Leask
Economics and Strategy Group, Aston Business School
ASTON UNIVERSITY

2. Planning, executing and measuring campaigns

Martin S. Kamleiter
European Product Manager Epilepsy
EISAI EUROPE

3. Successfully differentiating your product from competitors

Leader tbc

Bart Vanniewenhuyse Executive Director
CRM
JANSSEN CILAG

5. Effectively engaging patients/physicians

Bart Vanniewenhuyse
Executive Director, CRM JANSSEN CILAG

• What is the lifetime value of a patient?
• Developing a relationship that will set apart your competition
• Using multiple channels to promote your products
• Achieving better access to your customers

Per Akerstrom
Director, Marketing
LEO PHARMA NORDIC

• A short review of different management theories
• Situation-based leadership
• Coaching
• Conflict management
• Measuring effectiveness in a marketing organisation

• The risk inherent in business plans
• Quantitative assessment of business plan risk
• Managing market risk, share risk and profit risk
• Calculating the shareholder value created by plans in advance of implementation
• Adapting strategy to optimise value creation