Medical Device Commercial Leaders Forum 2016

MEDICAL DEVICECOMMERCIALLEADERS FORUM (EUROPE)

Hotel Bloom, Brussels, BelgiumFebruar y 16th-18th, 2016

5 EVENTS IN ONE:

Hear keynote presentations from the experts:

DAY 1:InnovatIve CommerCIal models & strategIes for medteCh DAY 2 - StreAm 1:sales forCe effeCtIveness & dIstrIbutor management for medteChDAY 2 - StreAm 2:multIChannel & dIgItal marketIng for medteChDAY 3 - StreAm A:physICIan traInIng & eduCatIon for medICal devICesDAY 3 - StreAm B:CompetItIve IntellIgenCe & Customer InsIghts for medteCh

THIRD ANNUAL

Perry van rijsingenIndependent Expert, Former Senior Vice president and CEOPhilips Corporate Venturing Business “Healthcare Incubator”, Netherlands

matthias BrummPresident & CEOmeyra Gmbh., Germany

Joseph mullallyVice President of International Sales & MarketingVascular Insights, LLC, USA

Johannes rosenbergerSr. Vice President Global Customer ExcellenceSiemens, Germany

Grady DavisSenior Marketing Directormedtronic, USA

Perng Chian ChewDirector Strategic Planning, Europe & CanadaSmith & Nephew, Switzerland

Denise Cafarelli DeesLearning & Development Manager EMEACochlear, Belgium

Christine PrinzivalliDirector, Medical Education Peripheral InterventionsBoston Scientific, USA

with more than 35 presentations from medical device commercial leaders

Sales & marketing thought Leaders

Perry van rijsingenIndependent Expert, Former Senior Vice president and CEO, Philips Corporate Venturing Business “Healthcare Incubator”, NetherlandsJohannes rosenbergerSr. Vice President Global Customer ExcellenceSiemens, GermanyGrady DavisSenior Marketing Directormedtronic, USAmartijn HartjesHead of Global Product Marketing MRIPhilips Health Systems, NetherlandsBradley morganVP, Business DevelopmentPOC medical Systems, USAChristophe DehanVP, Business DevelopmenteVeON, FranceArne FaisstCEOAnfass Life technologies AG, Switzerlandmatthias BrummPresident & CEOmeyra Gmbh., GermanyJoseph mullallyVice President of International Sales & Marketing,Vascular Insights, LLC, USArichard ZeissigDirector of International SalesWaldemar Link, GermanyKeith PelatowskiVice President and General Manager InternationalrtI Surgical, USASusan WilligDirector, Global Brand Management and Marketing, edwards Lifesciences, USANicolas mouriouxNational Sales Manager, France Extremity ReconstructionIntegra LifeSciences, FranceKlaas Pieter JimminkCEODigital transformations, USAColin HartSales Director Europeedwards Lifesciences, UKCarsten SchomburgMarketing Excellence DirectorSmith & Nephew, GermanyDr. Julya ZuenkovaHead of Municipal Radiology Department,research & Practical Center of radiology moscow, Russia

Nikolas rizosEuropean Digital Marketing Lead, edwards Lifesciences, SwitzerlandAlexandria CoeMarketing Communication Multimedia ManagerLDr Spine, USACaroline VervloedSenior Brand Manager and Online Marketing Manager Vision CareAlcon, Iberia, SpainPerng Chian ChewDirector Strategic Planning, Europe & CanadaSmith & Nephew, SwitzerlandJoni Kettunen, CEO, Co-FounderFirstbeat technologies Ltd, FinlandDelphine Hajaji, Head of Digital TechnologyUCB, BelgiumFederico montechiaro, PhD.Marketing Manager Europe, CRHF-Cardiac Service Solutionsmedtronic International, Switzerlandrobert rauscher, Vice President Western Canadamedec, CanadaJay BratcherCommercial Capability Manager Cardiology, EuropeBoston Scientific, UK

training & education experts

Denise Cafarelli DeesLearning & Development Manager EMEACochlear, BelgiumYannis AngelisGlobal Marketing Communication Director and Digital Learning Consultant, Fresenius Kabi, GermanyAurelie michoulierGroup Manager Extremity Reconstruction Europe, Middle East, Africa, Integra LifeSciences, France

tamilla musaeva, Leading Scientific Affair and Education Expert3m, Russia


expert Solution ProvidersLouella morton, VP International Sales & General ManagerQstream

Jon Brooks, Vice President, Strategic Accounts, Prolifiq, UKernesto m. Nogueira, Managing DirectorValueConnected, NetherlandsPeter Zimmermann, Director Customer Success Europe,model N, Switzerland

Over v iewSpeaker s

day 1 - Innovative Commercial models & strategies for medtech � engaging customers and stakeholders with value-added “pull” vs “push” communication strategies. � Offering real outcome-based, patient solutions rather than products. � Becoming an essential “partner” integral to healthcare systems vs being a product supplier. � Demonstrating cost & budget-effectiveness to achieve patient access. � Developing truly “win-win” outcomes for patients, physicians, payers, providers as well as manufacturers.

day 2 - sales force effectiveness & distributor management for medtech (stream 1) � Building & maintaining long-term partnerships with hospital finance & procurement directors, physicians

& surgeons. � Tailoring your approach to key stakeholders for specific device classes. � moving away from large sales forces & concentrating on key account management to increase sales force

effectiveness. � training & Implementing “economic selling” in order to demonstrate value to physicians & decision makers.

day 2 - multi-Channel & digital marketing for medtech (stream 2) � Improving brand & product awareness via social media & digital platforms. � How to truly demonstrate “value” via traditional vs novel marketing tools & strategies. � meeting multiple levels of decision-maker needs on limited marketing resources. � Strategies to communicate & engage physicians and stakeholders with modern online tools & apps. � Delivering ROI and effectively communicating your product benefits with your customers in an ethical,

long-term, mutually beneficial manner.

day 3 - physician training & education for medical devices (stream a) � take client engagement and product differentiation to the next level through more effective training

and education. � Ideal opportunity to meet, network, benchmark and learn from the experiences of expert clinical trainers. � Hear real-life case studies about successful training and education programs in action developed by

clinical, training and commercial departments. � Learn how to “train the trainer” to prepare internal teams and distributors to enhance client education,

performance and satisfaction. � enhance learning results through implementing a variety of learning technology platforms and tools. � Learn to adapt to physician thinking, needs and behaviour styles.

day 3 – Competitive Intelligence & Customer Insights for medtech (stream b) � Learn about ‘next generation competitive intelligence’ for medical devices: What are the information

sources, technical possibilities and how can rOI & competitive advantage be achieved? � translating competitive intelligence and market research into strategic tool for decision making &

realising a competitive advantage. � How are commercial analytics reshaping the future of medtech: enabling ”smarter” business models? � the role of commercial big data to facilitate better corporate intelligence to develop a long-term

corporate strategy and operational effectiveness.

Event Over v iew

Event Structure:day one: 1

16th february

day tWo: 17th february day three: 18th february

Innovative Commercial

models & strategies for medtech

stream one:sales force

effectiveness & distributor management for medtech

stream two: multichannel

& digital marketing for

medtech

stream a: physician

training & education

for medical devices

stream b: Competitive Intelligence & Customer Insights for medtech

Event Over v iew

Who Will Benefit:senior representatives of medical device companies involved in: Commercial operations & strategy, sales & sales force effectiveness, strategic & operational marketing, multi-channel marketing, digital & online marketing, competitive & business intelligence, customer data analytics, business unit managers, distributor management, regional & general managers. Chief strategy officer, chief strategy officer & chief operations officer, customer excellence & senior executives, customer training & education, clinical training, clinical education, professional education, global education & training, medical education, field clinical services, nurse education & training, PACE – professional affairs & clinical education, scientific & medical affairs, customer relationship management, stakeholder relations.

Platinum Partner:

5 reasons to attend!:This event will enable you to:1. Understand what are next generation commercial models and approaches and how medtech

companies can become more patient and customer-centric.2. Appreciate how in-house sales forces or external distributors are communicating “value”” to

customers in new ways and are moving towards effective Key Account management.3. Find out what is the right mix of “classical” vs modern multi-channel marketing approaches

and how key customers can be engaged though digital channels with effective “pull” vs “push” messages.4. Discover how medtech leaders are enhancing customer and competitive intelligence through smart

analytics to develop deeper insights which improve commercial performance.5. Benchmark with experts in customer, physician or surgical training, to see how they are adding-value for

them and providing an enhanced customer experience.

Event Partners:

08.00 Registration & Coffee08.20 Chairperson’s Opening Remarks: ernesto m. Nogueira, Managing Director, ValueConnected, Netherlands

keynote presentatIons 08.30 How unprecedented changes in the healthcare landscape are driving new business models

❖ Unprecedented changes in the healthcare landscape. ❖ Which new business models are driven by these changes? ❖ What can established companies learn from the start-up world to

drive these new business models? ❖ What are implications for governance, funding and organisational

models of these new business models?

Perry van rijsingen, Independent Expert, Former Senior Vice president and CEO, Philips Corporate Venturing Business “Healthcare Incubator”, Netherlands09.10 Building competitive advantage with customer excellence

❖ Background of the Customer Excellence Program. ❖ “Get the input right”: Framework of customer excellence:

5 elements of maturity: ❖ Pitfalls and bottlenecks. ❖ “Get the output right”: Customer excellence and business

excellence. ❖ Going beyond product business.

Johannes rosenbergerSr. Vice President Global Customer ExcellenceSiemens, Germany

neW CommerCIal models to beCome a value-added partner to health systems

09:50 Leveraging the value proposition canvas for upstream product planning

Global medical device companies are challenged with a rapidly changing global healthcare industry. Value based healthcare will demand new product innovation from industry that is centered on quantifiable value to the healthcare system. To collect and understand voice of customer (VOC), medical device companies can benefit from the use of more traditional consumer value capture tools. Current industry VOC tools employ various analytical techniques that can be overly complicated and miss the true consumer value they are intended to uncover. Upstream teams need a simpler, cheaper, easier yet reliable way to meet the new value based healthcare needs. This presentation will focus on the use of the value proposition canvas (VPC) as an effective value-centric approach; leading to targeted innovations that provide true healthcare customer value. You will be introduced to the VPC framework and healthcare industry related case studies. Grady DavisSenior Marketing Directormedtronic, USA10.30 Networking & Coffee Session11:00 effectively adapting to the new commercial landscape: Becoming a long-term, strategic, value adding partner

martijn HartjesHead of Global Product Marketing MRIPhilips Health Systems, Netherlands

11:40 Developing a commercial model based on value ❖ Early stage or product launch: When is the right moment to

focus on value? ❖ Identifying the key value propositions to drive the market. ❖ Building the relevant economic data to support value claims. ❖ Case example: From feature-centric to value-based model.

ernesto m. NogueiraManaging DirectorValueConnected, Netherlands

12:20 Luncheon Break

13:30 Defining & evidencing value (for money) of health technologies in health systems: What is industry’s role & response?Increasing budgetary pressures across all health systems is causing downward pressures on operational and capital budgets across all program areas. Centralised procurement has been positioned as a major player in reducing costs and generating savings, which has transformed the selling world of the medical technology companies to a transactional, commodity based process. The call for “value for money” has rung out loud from health systems and health systems’ procurement but scratching the surface of this concept reveals that most systems are not able to define, implement, measure or harvest “value”. Now, there is also the growing demand for “risk-sharing agreements.” The question at hand is “is the medical technology industry prepared to meet these challenges?”.robert rauscher, Vice President Western Canada, medec, CanadaCustomer-CentrIC approaChes to your future

busIness models14:10 Connected but distributed health care systems

With the demographics changing quiet substantially worldwide due to transportation and the migratory workforce, there is a need for developing a more distributed but connected healthcare system. People need access to their health care information on the click of a button. Today’s technology using Wi-Fi enables such integration. We will explore how POC is enabling the same with its disruptive technology, the Pandora CDx which is basically a lab-in-a-box.

Bradley morgan, VP, Business Development, POC medical Systems, USA14:40 Patient-centric approaches: Designing medical devices to help transfer complex treatments from hospital to the patient’s home.

❖ Case study: How a co-development business model combined with novel digitally controlled microfluidic technology makes for a win-win framework for both pharmaceutical and users (from HCP to patients).

❖ Co-developed electronically enabled medical devices as effective tools to bring new cost-effective solutions, provide faster time-to-market alternatives to liquid reformulation and reduce overall medical costs.

Christophe Dehan, VP, Business Development, eVeON, France15.20 Networking & Coffee Session15.50 Innovative approaches to achieving commercial success for medical devices with various/conflicting stakeholder needs

❖ Adding real value: Capturing and translating enhanced patient experiences back into value for the Payer/Purchaser.

Arne Faisst, CEO, Anfass Life technologies AG, Switzerland16.30 Panel discussion: Innovative approaches to achieving commercial excellence & customer satisfaction for medical devices

❖ How commercial analytics are reshaping the future of MedTech: Enabling enhanced business models.

❖ Patient-centric approaches: Designing business models around enhancing the patient experience for your products.

❖ Understanding what are the key performance metrics (quantitative and qualitative) to demonstrate improved commercial performance.

❖ Developing evidence and demonstrating value through health economic and improved outcomes: How can this be achieved on limited budgets?

Perry van rijsingen, Philips Corporate Venturing Business “Healthcare Incubator”, NetherlandsGrady Davis, medtronic, USAmartijn Hartjes, Philips Health Systems NetherlandsBradley morgan, POC medical Systems, USArobert rauscher, Vice President Western Canada, medec, Canada

17.20 Chairperson’s Closing Remarks 17.30 End of Day One

19:30 - exclusive ComplimentaryNetworking Dinner for

all event participantsSponsored by:

DAY 1 16th February 2016

InnovatIve CommerCIal models & strategIes for medteCh

08.00 Registration & Coffee08.20 Chairperson’s Opening Remarks: Jon Brooks Vice President, Strategic Accounts, Prolifiq, UK

CommerCIal exCellenCe In medICal devICe sales

08.30 Sales force effectiveness and KPIs in commercial performance

❖ Definition of effectiveness in sales force. ❖ General remarks on Go-to-Market models (direct / indirect):

Criteria of choice. ❖ The ideal sales force structure. ❖ How to guide and monitor sales forces: (Cockpit / KPIs.)

matthias Brumm, President & CEOmeyra Gmbh., Germany

09.10 Six key buyer trends reshaping medtech selling & pricing

The MedTech industry is at an inflection point. Healthcare providers at every level are professionalising their procurement and creating tectonic shifts in their demands on your pricing, sales, and tendering and contracting operations. While the industry appears to be aware of these shifts and what the impacts will be, many MedTech companies are struggling to identify and prioritise the changes they need to make to stay ahead of these trends without sacrificing revenue or growth. Peter ZimmermannDirector Customer Success Europemodel N, Switzerland

dIstrIbutor seleCtIon and management

09:50 Harnessing the power of partnership

❖ Why sell through distribution? ❖ Finding the “right” partner. ❖ Motivating your partner to invest. ❖ Managing your partner.

Joseph mullally, Vice President of International Sales & MarketingVascular Insights, LLC, USA10.30 Networking & Coffee Session11:00 International direct sales model: taking distributors and subsidiaries out of the equation

❖ A profitable solution to commoditised markets with extremely low transfer price requests?

❖ What is required to directly invoice hospitals across national borders at end user prices?

❖ How to handle logistics, taxes, customs, service and sales management.

❖ Adapting existing sales structure and achieving a win-win scenario.

richard Zeissig, Director of International Sales, Waldemar Link, Germany11:40 Developing key emerging markets through effective distributor networks

Keith Pelatowski, Vice President and General Manager InternationalrtI Surgical, USA

multI-Channel approaChes to enhanCe sales forCe effeCtIveness

12:20 moving your middle sales performers

❖ What makes a great medical rep, and how do you move your average performers in this direction?

❖ What role does brain science and gamification play in this? ❖ Use of mobile reinforcement and sales analytics to optimise front-

line manager coaching.

Louella morton, VP International Sales & General Manager, Qstream

13.00 Luncheon Break

14:00 What digital and multi-channel sales approaches are effective in improving customer engagement and commercial success?

❖ Why digital is important to sales. ❖ Targeting and balancing sales contacts. ❖ Filling the funnel for sales: Delivering high quality, qualified leads. ❖ Marketing automation: Why and what it is. ❖ Marketing automation: Specifically how to benefit sales by moving

leads through the buying process and account support. ❖ KPIs for measuring commercial performance.

Susan Willig, Director, Global Brand Management and Marketingedwards Lifesciences, USAColin Hart, Sales Director Europe, edwards Lifesciences, UK

strategIes to InCrease sales vIa dIreCt & IndIreCt Channels

14:40 establish differentiated key account management through dynamic collaboration and unified coordination

❖ Mapping the buyer/decision-maker journey to identify “moments that matter”.

❖ Use data to understand key decision points and more effectively plan account-related activities.

❖ Execute a coordinated approach by aligning internal stakeholders/ resources to better engage customers.

Jon Brooks, Vice President, Strategic Accounts, Prolifiq, UK15.20 Networking & Coffee Session15.50 Dealing with the purchasing departments of groups of hospitals to deliver adapted pricing and appropriate services

❖ The increasing weight of the group of hospitals throughout Europe: What is the expected evolution?

❖ The purchasing department expectations: An opportunity for better and sustainable sales.

❖ An example of a new specific offer in the foot and ankle business: “Surgery package example”.

Nicolas mourioux, National Sales Manager, France Extremity ReconstructionIntegra LifeSciences, France16.30 Panel Discussion: Innovative approaches to achieving sales force & distributor effectiveness for medical devices

❖ Understanding what are the key performance metrics (quantitative and qualitative) to achieve commercial performance in direct and distributor-driven markets?

❖ Working within procurement processes of Purchasing Groups to deliver appropriate pricing and support value?

❖ Understanding customer needs to deliver “turnkey” solutions and become a partner, not just a supplier to your customers.

❖ Effectively working in partnership with distributors to achieve win-win performance improvements.

matthias Brumm, President & CEOmeyra Gmbh., GermanyLouella morton, VP International Sales & General ManagerQstream

Joseph mullally, Vice President of International Sales & Marketing,Vascular Insights, LLC, USArichard ZeissigDirector of International SalesWaldemar Link, GermanyKeith PelatowskiVice President and General Manager International, rtI Surgical, USA

17.10 Chairperson’s Closing Remarks 17.20 End of Day Two

DAY 2: Stream 1: 17th February 2016

sales forCe effeCtIveness & dIstrIbutor management for medteCh

08.30 Registration & Coffee09.00 Chairperson’s Opening Remarks: Klaas Pieter Jimmink, CEO Digital transformations, USA

ImprovIng marketIng performanCe & roI for marketIng aCtIvItIes

09.10 Demonstrating digital marketing’s value to increase internal buy-in

❖ Reshape your company’s mindset to one that incorporate digital marketing.

❖ Learn best practices for integrating digital with traditional channels to ease your way into digital central campaigns.

❖ Highlight digital’s true ROI beyond the “cool factor” and achieving ROI.

Klaas Pieter Jimmink, CEODigital transformations, USA

VALUe-BASeD mULtI-CHANNeL mArKetING

09.50 Value-based hospital marketing strategy: How to tailor a customer-centric marketing initiative

❖ What is “value” for customers and how can it be delivered? ❖ Who is the most important person in the healthcare system? ❖ What really matters? The reason behind and how to offer an

integrated marketing solution that makes a difference. ❖ Case studies: Solutions for current challenges in the (German)

healthcare system.Carsten Schomburg, Marketing Excellence Director, Smith & Nephew, Germany

DeSIGNING ImPACtFUL mULtI-CHANNeL & DIGItAL mArKetING CAmPAIGNS

10.30 Utilising digital and multi-channel marketing approaches to increase customer engagement and commercial success: tools, tactics, content strategy and storytelling.

❖ Marketing tool box and ‘Why opt for Digital?’. ❖ Targeting together: Challenges when changing clinical practice. ❖ Filling the funnel: Drilling down on the digital tool box. ❖ Marketing Automation: Why and what it is. ❖ Content Types/ Pathways, feeding bite size content, letting the

story unfold. ❖ KPIs for measuring commercial effectiveness. ❖ Real-life examples & website tips

Nikolas rizos, European Digital Marketing Lead, edwards Lifesciences, Switzerland

11.10 Networking & Coffee Session

11.40 Utilising interactive storytelling to engage with your audience

❖ Interactive content is not the future, it is now. The importance of a two-way dialogue with your audience.

❖ The true power of stories: Turning current patients into advocates and connecting with future patients.

❖ Healthcare is not the exception: Today’s patients are more informed than ever, which means we must engage with them in ways in which they are already communicating.

Alexandria Coe, Marketing Communication Multimedia ManagerLDr Spine, USA

12.10 Lead generation in vision care (case study): Driving online traffic to a retail store

❖ Consumer and client user experience journey and CRM strategy.

❖ Digital media segmentation strategy and content relevance. ❖ Online platform expansion and social media integration. ❖ Key learnings.

Caroline VervloedSenior Brand Manager and Online Marketing Manager Vision CareAlcon, Iberia, Spain


14.00 the “Open-Door-Day” at a medical device manufacturer as a multifunctional sales tool

❖ How to skip customers’ advertising blindness and increase product awareness.

❖ How to develop customers’ loyalty and to help them feel like part of the company.

❖ How to increase cross selling and decrease cost-pressure? ❖ How rumour marketing, storytelling and guerilla marketing can

improve sales performance. ❖ Guidelines on how to start the ODD-programme at your

manufacturing site and whom to involve.Dr. Julya ZuenkovaHead of Municipal Radiology Departmentresearch & Practical Center of radiology moscow, Russia14.40 Panel Discussion: Digital and multi-channel approaches that are effective in improving customer engagement and driving commercial success.

❖ What are the key performance metrics (quantitative and qualitative) to demonstrate marketing performance & ROI for marketing activities? Demonstrating digital marketing’s ROI to increase internal buy-in.

❖ What are the new potential channels medical device companies could explore and possibly take advantage of, when designing multi-channel marketing strategies?

❖ How can your commercial data lead to digitally-enabled services for customers?

❖ Social media analytics to measure true sales and marketing impact for your devices: No longer something to ignore?

❖ Measuring & achieving ROI from innovative vs classical marketing tools & channels.

martijn HartjesHead of Global Product Marketing MRIPhilips Health Systems, NetherlandsCarsten SchomburgMarketing Excellence DirectorSmith & Nephew, GermanyNikolas rizosEuropean Digital Marketing Lead, edwards Lifesciences, SwitzerlandJay BratcherCommercial Capability Manager Cardiology, EuropeBoston Scientific, UK15.50 Chairperson’s Closing Remarks 16.00 End of Day Two

DAY 2: Stream 2: 17th February 2016

multIChannel & dIgItal marketIng for medteCh

08.30 Registration & Coffee09.00 Chairperson’s Opening Remarks: Christine Prinzivalli Director, Medical Education Peripheral Interventions Boston Scientific, USA

maxImIsIng the utIlIty of physICIan traInIng

09.10 Reaping the benefits of early customer engagement and proactive customer education programs

❖ Greater understanding of new products and innovations in clinical practice.

❖ Stronger customer relationships. ❖ Continuous improvement in outcomes and quality standards of

clinical care. ❖ Expanded clinical capabilities and more comprehensive case

management.Denise Cafarelli DeesLearning & Development Manager EMEACochlear, Belgium

09.50 Physician training segmentation: Identifying the need, developing content most appropriate for skill-set level

❖ Educational continuum for fellows training (didactic, hands-on). ❖ KOL mapping & engagement. ❖ Global symposia planning & cross-functional collaboration.



utIlIsIng neW InnovatIve methods for learnIng Into your marketIng strategy

11.00 A t.I.P. for you: training Innovation in Practice in the medical devices area

In an extremely busy and cost sensitive corporate world, establishing the right learning strategies is of strategic important for the organisations. Digitalising our learning activities, we may provoke change and probably raise resistance.

❖ How could we effectively deal with medical devices learning challenges like combining or even shifting from ”hands-on” oriented training to a more digital one?

❖ How a unique e-learning development method increased learners’ engagement and excitement to optimum and in parallel, reduced travel costs almost to zero.

❖ Wisdom gained from a case study: E-learning courses for blood technology medical devices.

Yannis AngelisGlobal Marketing Communication Director and Digital Learning Consultant, Fresenius Kabi, Germany

enhanCIng traInIng of Customers for long-term produCt engagement

11.40 Physician training & engagement: engaging a customer base over the long-term through constant interaction

❖ Physician education programmes presentation. ❖ How to stimulate interaction during international training and

get attendees engaged before, during and after the meeting? ❖ Training follow-up: From ROI to communication.

Aurelie michoulierGroup Manager Extremity Reconstruction Europe, Middle East, AfricaIntegra LifeSciences, France


13.30 Understanding KOL and stakeholder information needs and managing them /engagement /communication

❖ Why do we communicate with opinion leaders? ❖ KOL development strategy. ❖ KOL involvement approach. ❖ Supporting KOLs in conducting clinical trials and writing articles.

tamilla musaevaLeading Scientific Affair and Education Expert3m, Russia

14.10 Panel Discussion: Physician training & engagement: Offering customers added-value through learning & facilitating engagement

❖ Clinical education of the physician/surgeon as the key role in ensuring healthcare professionals are able to effectively utilize advanced medical technologies, thus ensuring the greatest possible outcome.

❖ Enhancing training of in-house and outsourced commercial teams to more effectively engage customers and provide value-add: Developing successful clinical and product trainers.

❖ Utilising new innovative methods for learning into your marketing strategy: E-learning, m-learning, videos, on-line & social media).

❖ Defining KPIs for the clinical training teams to demonstrate to internal stakeholders the positive impact that these functions are having on key stakeholders and product performance.

Yannis AngelisGlobal Marketing Communication Director and Digital Learning Consultant, Fresenius Kabi, GermanyAurelie michoulierGroup Manager Extremity Reconstruction Europe, Middle East, AfricaIntegra LifeSciences, FranceLouella mortonVP International Sales & General ManagerQstream

tamilla musaevaLeading Scientific Affair and Education Expert3m, RussiaDenise Cafarelli DeesLearning & Development Manager EMEACochlear, Belgium

15.10 Chairperson’s Closing Remarks 15.20 End of Day Three

DAY 3: Stream A: 18th February 2016

physICIan traInIng & eduCatIon for medICal devICes

08.30 Registration & Coffee09.00 Chairperson’s Opening Remarks: Perry van rijsingen, Independent Expert, Former Senior Vice president and CEO, Philips Corporate Venturing Business “Healthcare Incubator”, Netherlands

next generatIon CompetItIve IntellIgenCe for medICal devICes

09.10 How can we integrate a robust market intelligence & business insight into a company’s strategic planning process to support a successful go-to-market system?

❖ How does the market intelligence & business insights fit into the integrated go-to-market system?

❖ How does a robust data and analytics governance support a company’s strategic decision-making process?

❖ What are the key factors for a successful data and analytics governance and process?


09.50 What impact will the explosion in wearable and biosensors technologies have on med-tech commercial landscape?

❖ Preventive health care services, the role of sensor accuracy and need of advanced analytics to put the lifestyle health engaging devices into practice, discussing both the consumer use and health care use of devices.

❖ How demand of physiology-based products have changed in the last decade. Examples from wearables, preventive health and professional sports.

❖ What are the hurdles for wider adoption of products in wearables, preventive health and professional sports segments?

Joni KettunenCEO, Co-FounderFirstbeat technologies Ltd, Finland


11.00 the opportunities and challenges of understanding patients through online patient data gathered in post-launch solutions

❖ Data ownership: In the increasingly digital world of apps and the Internet of Things, how can / should the industry react to the patient data: Privacy, security, reliability, safety.

❖ How do we manage the triple complexity of new stakeholders?

❖ New technology: How can the organisation best prepare for adaptation of key technologies?

Delphine HajajiHead of Digital TechnologyUCB, Belgium

11.40 Novel services, patient engagement tools, and innovative business models in the medical device industry: Challenges and opportunities.

❖ From devices to services and solutions: The role of services to satisfy the changing needs of healthcare.

❖ Are medical device manufacturers equipped for delivering services through new business models?

❖ Patient engagement: How patient empowerment can increase HCP efficiency and improve clinical outcomes: Evidence from the literature and real-world examples.

Federico montechiaro, PhD.Marketing Manager Europe, CRHF-Cardiac Service Solutionsmedtronic International, Switzerland


13.30 Panel Discussion: Next generation competitive intelligence for medical devices

mODerAteD BY: Perry van rijsingen, Independent Expert, Former Senior Vice president and CEO, Philips Corporate Venturing Business “Healthcare Incubator”, Netherlands

❖ What are the main intelligence information sources, technical possibilities how can a ROI and competitive advantage be achieved?

❖ The role of commercial big data to facilitate better corporate Intelligence to develop a long term corporate strategy and operational effectiveness.

❖ How are commercial analytics reshaping the future of MedTech?: Enabling ”smarter” business models.

❖ What lessons can be learned from other industries and how they leverage next generation competitive intelligence capabilities to enhance market research and business effectiveness?

❖ Leveraging digital technology to gain insights to achieve for patient centric outcomes & develop superior products.

❖ Developing powerful social media analytics to measure true sales and marketing impact for your devices.

Joni Kettunen, CEO, Co-FounderFirstbeat technologies Ltd, Finland

Delphine Hajaji, Head of Digital TechnologyUCB, Belgium

Bradley morgan, VP, Business DevelopmentPOC medical Systems, USAmatthias Brumm, President & CEOmeyra Gmbh., GermanyFederico montechiaro, PhDMarketing Manager Europe, CRHF-Cardiac Service Solutionsmedtronic International, Switzerland

15.50 Chairperson’s Closing Remarks

16.00 End of Day Three

DAY 3: Stream B: 18th February 2016

CompetItIve IntellIgenCe & Customer InsIghts for medteCh

PREVIOUS ATTENDEES:“I was impressed by the number of people attending this event as well as the variety of profiles. And you even had a nice mix of Europe / US, which is quite unusual. So a nice and successful event with some really interesting discussions going off in the networking breaks.”

Business manager, eBusiness & Strategic Initiativesfujirebio europe

“The event was well organized and it was great to hear from a variety of professionals that had unique experiences and ideas to share for others to use in their individual businesses.”

Director of Sales training and DevelopmentCardiodx, Inc.

Se lected Speaker B iogr aph iesPerry van rijsingen, Independent Expert, Former Senior Vice president and CEO, Philips Corporate Venturing Business “Healthcare Incubator”, Netherlands

Perry van Rijsingen is one of the few international business executives with a strong track record of successful business management, innovation and strategy in large/mature businesses and start-ups, with a deep understanding of how to succeed in both worlds. In today’s slow growth world, he believes it is the ability of companies to apply the start-up mindset that’s essential for sparking and sustaining growth. Perry, now independent healthcare expert, was formerly CEO of two large mature businesses at Philips and grew those businesses at a rate well ahead of his competitors. Most recently, over a period of almost ten years, he “walked the high wire” of corporate venturing, as CEO of Philips’ Healthcare Incubator, reporting directly to Philips Board of Management. In this latter role he led, commercialized and coached many start-ups & early growth businesses. In the process, he created new business models, markets and eco-systems, yielding triple digit growth and significant strategic and enterprise value for Philips. Perry provides perspective beyond the text-books how to apply the start-up mindset and experience to today’s real world business challenges. A perspective that can help companies to turn stagnant businesses into growth engines, build effective corporate venturing, build and nurture ecosystems, forge strong business partnerships and build/coach effective business teams. Holding a master’s degree in Biomedical Physics, Perry’s industry experience ranges from Healthcare, Big Data, IVD, Biotech, Electronics and Lighting, but his expertise can bring value to any company seeking to accelerate growth.

robert rauscherVice President Western Canadamedec, Canada

Bob has 30 plus years of health care experience that spans across a number of program and policy areas in both the public and private health sectors in Canada. Within the public sector, his career started

as a paramedic and concluded in the role of senior advisor to a provincial minister of health. Through his time at Health, he took on a number of roles with escalating responsibilities that exposed him to many facets of operations, management, policy and political. Leaving the public sector, Bob moved into the private health sector with an innovative pharmaceutical company, taking on a number of portfolios including government affairs & policy, operations management, business development, organizational development, performance management and special projects. Through his consulting company, Adroitness Consulting Group (ACG) in 2015, Bob supports Canada’s medical technology industry association (MEDEC) as vice-president in Western Canada. Bob leads MEDEC’s national project around establishing the value of medical technologies within the Canadian health system.


Perng Chian (PC) Chew, is a Strategic Planning Director for Smith & Nephew, leading the strategic planning function for Europe & Canada region. She has 14 years of experience in strategic initiatives and

business development areas, in healthcare and power generation industries. During PC’s 3.5 years in Smith & Nephew, she has been responsible for various business development and marketing initiatives, and integrating a robust market intelligence process into the regional strategic planning process. Currently PC is leading a customer insights and customer engagement program. She is continuously seeking strategic ideas and solutions that would add great value to the organisation. PC received a BSc. in Electrical & Electronics Engineering from the University of Tenaga National, Malaysia, and is certified in Project Management Professional (PMP).

Federico montechiaro, PhDMarketing Manager Europe, CRHF-CardiacService Solutionsmedtronic International, SwitzerlandFederico comes from a Science and Business background, holding a PhD in Biology from the Polytechnic of Ancona (Italy) and will

complete an MBA with Durham University (UK) in 2016. He currently covers the role Marketing Manager for Medtronic International, responsible for Cardiac Service Solutions in Europe, including Cardiac Devices Remote Monitoring and other innovative services and business models for Cardiac healthcare professionals and patients. Prior to Medtronic, Federico had 10 more years of experience in global marketing, sales and product development within the bio-medical device industry, managing laboratory capital equipment and behavioural pharmacology screening systems, as Head of Marketing and Development.

matthias Brumm, President & CEOmeyra Gmbh., GermanyBorn in 1964, Matthias has over 20 years international experience in Senior Management positions in the Medical Device industry. He has spent his professional career mainly in Sales & Marketing and General

Management. Matthias is experienced in developing high performing sales teams. He has introduced Commercial Excellence in various European countries. Next to his European experience, Matthias has spent significant time in Asia Pacific and Russia. Matthias holds an MA in International Business.

Louella mortonVP International Sales & General ManagerQstream

Louella Morton is Vice President of International Sales and General Manager with Qstream, a mobile sales enablement and analytics company founded as a result of extensive research in Harvard

University. Qstream is currently being used by 8 of the top 10 global pharmaceutical companies and the results are very impressive. Louella has over 20 years experience in enterprise software with specific focus on learning and certification technologies and is very familiar with harnessing computer systems to drive significant business results. She has worked extensively with many pharmaceutical and medical device companies and has a lot of experience rolling out solutions to improve sales performance, particularly within regulated environments.

ernesto m. NogueiraManaging DirectorValueConnected, Netherlands

Ernesto is the Founder and Managing Director of ValueConnected. He has over 16 years of experience leading healthcare strategies to drive access and expansion for new products, developing value propositions for both public and private stakeholders and assessing global market opportunities. He has worked for both government agencies and global healthcare companies in roles ranging from strategic marketing and new product development to health economics and reimbursement. Ernesto has led several Market Access projects across Europe, US, Middle East and Latin America. Ernesto holds an MBA from the University of Texas at Austin and is fluent in English, Spanish and Portuguese.


Christine is an accomplished, diversified leader in the medical device industry with over 20 years-experience, including Guidant and Boston Scientific. Her myriad of leadership roles span Cardiac

Rhythm Management, Cardiac Surgery, Interventional Cardiology and Peripheral Interventions. She’s experienced many unique opportunities throughout her diverse career with key responsibilities across Sales, Marketing, Corporate Accounts Management, Market Development, Scientific Affairs and Medical Education. Her expertise in these various technology and therapeutic areas ranges from roles based both in the USA and in Asia Pacific. Through each of these unique opportunities, she has developed a variety of skills sets contributing to the highest level of cross functional collaboration and shared knowledge, fueling exceptional individual and team execution. She has a global appreciation and keen passion for ultimately improving patient access to care and therapy. Christine has a B.S. from Widener University and currently resides in Northern New Jersey, USA with her husband and four children.

Joseph mullallyVice President of International Sales & Marketing,Vascular Insights, LLC, USA

Joe Mullally is an accomplished sales and distribution professional with a proven record in business development, managing third party sales

organizations and building global distribution networks. With nearly 25 years’ experience, Joe has developed a broad range of skills that position him as an invaluable asset to Vascular Insights. As Vice-President of International Sales at Vascular Insights, Joe’s management and vision reflect a strong understanding of developing new markets and partnerships. The successful launch of ClariVein® in over 20 markets combined with sales growth strategies for each have been an integral part of our success. Previous to Vascular Insights, Joe served in senior sales and distribution roles at both IDEX Health & Science and the French multi-national Saint Gobain. Joe attended the University of Westminster in London UK studying Software design. Joe serves as valuable interface between many global key opinion leaders and the executive team at Vascular Insights. A native of Belfast Northern Ireland Joe now calls Connecticut home.

Grady DavisSenior Marketing Directormedtronic, USA

Grady Davis is a Sr. Marketing Director for Medtronic’s Spine & Biologics division. He has been responsible for global development

of many of the company’s new surgical procedures, products and therapies - from new product feasibility and planning to global product commercialization. Currently Grady, is leading a therapy segment responsible for improving procedural efficiency and perioperative cost through new product and program commercialization. During Grady’s 8 years with Medtronic he has developed and launched numerous marketing initiatives and products focused on Health Care Professional engagement, patient-product pull through, and value based healthcare resulting in over $200M in business impact. Grady received a B.S. in Bioengineering from the University of Toledo, and M.B.A. from the University of Miami, Florida.

Upcoming Events

Hilton Slussen Stockholm, Sweden April 19-20th, 2016DAY 1: NORDIC PAYER & HTA FORUMDAY 2 Stream 1: PHARMACEUTICAL MARKET ACCESS IN THE NORDIC REGIONDAY 2 Stream 2: NORDIC MEDICAL DEVICE MARKET ACCESS & COMMERCIAL EXCELLENCE

Location: São Paulo, Brazil Conference Dates: July 12-13th, 2016

Day 1: LATIN AMERICAN PAYER & HTA FORUMDay 2 STREAMS:Stream 1: PHARMACEUTICAL MARKET ACCESS IN LATIN AMERICAStream 2: MEDICAL DEVICE MARKET ACCESS & COMMERCIALIZATION IN LATIN AMERICA

Day 1 - AM: STRATEGIC APPROACHES TO VALUE-ADDED MEDICAL AFFAIRS MANAGEMENTDay 1 - PM: IMPLEMENTING PATIENT-CENTRIC PRACTICESDay 2 - Stream 1: BEST PRACTICES IN LATE–PHASE RESEARCHDay 2 - Stream 2: ENHANCING MEDICAL COMMUNICATIONS & EXTERNAL EXPERT ENGAGEMENTDay 3 - MEDICAL AFFAIRS MANAGEMENT FOR DEVICES & DIAGNOSTICS

SIXTH

EDIT

ION

LEADERS FORUM EUROPE AUTUMNBrussels, Belgium

October 18th-20th, 2016

Ber l in , Germany 29th November-1st December, 2016Day 1: INTERNATIONAL MEDICAL DEVICE PAYER & HTA FORUMDay 2: EVIDENCE GENERATION FOR MEDICAL DEVICESDay 3 Modules (Half Day):Module A (AM): MARKET ACCESS FOR SURGICAL & IMPLANTABLE DEVICESModule B (AM): MARKET ACCESS FOR DIAGNOSTICS & CAPITAL EQUIPMENTModule C (PM): MARKET ACCESS FOR MEDICAL DEVICES IN GERMANYModule D (PM): ECONOMIC MODELLING TO DEMONSTRATE MEDICAL DEVICE VALUE

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thanks to all of our event partners!

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Documents

Medical Device Commercial Leaders Forum 2016