The Workshop

Measuring success and ROI in a changing global Life Science market place

Thursday 26 June 2008

Led by
Mike Kalfus
President
and
Al Kenney
SVP Business Development
M2 WorldWide LLC

This workshop provides deep insights and a foundation for developing innovative approaches to measuring sales and marketing activities in today’s changing marketplace. The workshop is an interactive session with real life examples of how to measure and report on key sales and marketing activities. There are examples of both physician based sales activities as well as patient activities. The case studies include both EU and US insights. The session will include two workflows so participants can have an opportunity to be involved and question our approach to measuring ROI.

Setting the framework for measuring marketing ROI in the EU

• A real-world perspective on how to measure marketing and sales programmes
• A case study looking at an EU DTP programme
• Understanding how to position and report on key metrics in a timely fashion
• Understanding how to use qualitative measures as indicators for more quantitative data points

Work Session/Breakouts:
Getting started on the road to measurement

In this session we will break down into teams of 3 or 4 people and give each group an actual case study to work on where the teams will come up with a methodology on how to measure marketing ROI.

• Covered in this session are measuring both “hard and soft” returns
• Understanding “measures of success”
• ·How to set up the framework to present your business case to senior management

M2 WorldWide is a high energy consulting and brand management company dedicated to helping their clients maximise its business potential and grow exponentially in the global marketplace. M2 delivers tremendous added value to its clients through the development of Targeted and Closed Looped Marketing strategies and programmes. They have helped many clients create innovative and measurable approaches for Pharma & Life Science Marketers throughout the globe. The company experience is based on years of sales and management expertise in packaged goods, software development, retail as well as in pharmaceutical, biotech and medical devices.

Mike Kalfus, President, has over 20 years of marketing and advertising experience for the top companies in their fields, including Pfizer, Wyeth and Grey Advertising. Mike helped develop Pfizer’s global Relationship Marketing (RM) capability by creating a vision and strategic approach around patient marketing. He has conducted numerous workshops around the globe and is a guest lecturer at Rutgers Universities Pharmaceutical Marketing MBA program.

Al Kenney, SVP Business Development, has almost 25 years experience in Sales and Marketing within the Pharmaceutical, OTC, Food, Direct Marketing, and Software industries. Al’s expertise lies in the areas of Marketing, Sales, Process Redesign, Software Application Design, Programme Implementation, and Analysis/Measurement of Marketing and Sales Spending.