Researched and organised by Bigger and better than ever. 650 + attendees

3 day conference - 29-31 March - Hilton Dusseldorf

9th Annual

SFE Europe 2011 & Commercial Excellence

Save €300when you register

before Feb 11th

Benchmark your strategies against our expert speakers:

Plus many more. Turn to Page 2

Cecile QuaedackersVP/General ManagerGlobal Client GroupAmerican Express GCC

Ken JonesCOO EuropeAstellas

Dr. Miri Halperin WernliVP, Deputy Head Global Clinical Development Global Head Business & Science A�airsActelion Pharmaceuticals

Andre Groenewegen VP & General ManagerUCB

Michael ZaiacVP Global Medical A�airs Adolescent/Adult VaccinesGSK

Charl Van ZylVP & GMBausch and Lomb

Open now to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!

GLOBAL SPONSORS: GOLD SPONSORS:

SILVER SPONSOR:

SUPPORTING SPONSORS:

Are you seriousabout your new commercial strategy?

A few facts: • The only industry event with a keynote day no solution providers, no consultants - 10 high level talks

• 92% of our sponsors return the next year

• Last year's event attracted 600 delegates- even in the middle of the ash cloud crisis - 87% of the attendees are pharmaceutical decision makers

• 96% of last year's attendees said that they would recommend this conference to a colleague

New markets, new opportunities & a new sales force?

World Class Speakers Include: This is your invitation to join leading minds in sales and marketing on March 29-31 in Dusseldorf- yes, Dusseldorf! Following feedback from last year’s delegates and our research, we will be moving the event to Germany, with an excellent venue and the location is easy to get to. Plus, we have a few tricks up our sleeves to make this the most entertaining SFE yet!

We are proud to announce a few changes: • Our keynote day will include speakers from other regulated industries who focus on customer centricity success stories with key learnings for pharma • There will be workshops specifically targeted to solution providers & consultants• Our keynote day will be fully interactive- with a polling system for every presentation. You will be able to ask the questions anonymously you are too scared to ask! • We will be changing our format to include new tracks. This year we are breaking the event down in to 9 tracks- making it bigger & more specialised than ever before.

Turn to page 4,5 & 6 for more information on these sessions, and all presentations. We’d be delighted to hear your thoughts on the programme.

We hope to see you there.

Last year’s event was an undisputed success. With nearly 600 attendees despite the volcanic ash cloud (96% saying that they would recommend this conference to a friend), it was one of our biggest events ever. Here’s what some of your peers have said about the event:

“Excellent event! Particularly enjoyed the cross-cultural diversity of thought--intellectually stimulating!”

Terrell Sweat, Senior Director Commercial E�ectiveness, Actelion

“Perfect networking opportunity. Learn from your Colleagues within the Pharma Industry and notice we're all facing the same challenges”

Christian De Schrijver, Director, Janseen Cilag

“Great Conference: a good mix between excellent speakers and great networking opportunities.”

Eric Rambeux, VP, Abbott

Best regards,

Kate EversoleVice Presidenteyeforpharma

Thushani Kumarasinghe Vice Presidenteyeforpharma

PS. Register early – you will save €300 before Feb 11th

Cecile QuaedackersVice President/General Manager Global Client GroupAmerican Express GCC

Ken JonesCOO EuropeAstellas

Dr. Miri Halperin Wernli Vice President, Deputy Head Global Clinical Development Global Head Business & Science AffairsActelion Pharmaceuticals

Hans HoogkamerLife Cycle Leader & Head of Portfolio PlanningActelion Pharmaceuticals ltd

Andre GroenwegenVice President and General ManagerUCB

Michael ZaiacVP Global Medical Affairs Adolescent/Adult VaccinesGSK

Ifti AhmedHead of Sales Academy Global Sales ExcellenceMerck Serono SA

Rob DickersonAsia Pacific Sales DirectorWarner Chilcott

Dirk OttoInternational Marketing Team HeadBayer

Terrell SweatSenior Director - Commercial Excellence USActelion

Mohammed KhaterCommercial Excellence ManagerBayer Schering Pharma AG

David ThorneProject Director, NHS & Chief Executive of a large GP Consortia

Sally RansomeHead of Oncology SalesNAPP Pharmaceuticals Ltd

Jesus Cardenes Commercial Operations ManagerShire TK

Ignacio MartinezBusiness Excellence DirectorGrunenthal

Tomasz KosinskiIT Demand ManagerGlaxoSmithKline

Rune PilegaardAssociate Director, Business Support NordicsSanofi-Aventis

Kevin CroweGlobal Head Sales ExcellenceMerck

Nick PopeGlobal Head of TrainingBausch & Lomb

Charl Van ZylVP & GMBaush and Lomb

Charlotte SibleySenior Vice PresidentShire

William AndersonCreative DirectorThe Team Works

Armin PearnMarketing DirectorDentsply

Oliver TaraudOperations Informatics DirectorIPSEN

Daniel GhozziManaging Director CISUCB Pharma Russia

Carlos MartínezDirector Sales Excellence, Business Improvement GroupJohnson & Johnson

Oliver MitchellHead of Customer Excellence Abbott

Tyrone EdwardsSenior Vice President (ret.)Merck

Fabrizio ChecchiaHead of Gynecology UnitAngelini

Allan MackintoshPMAP Performance CoachGrunenthal UK

Liz MurrayHead of Customer Effectiveness, Primary Care Business Unit (Europe, Canada, Australia, NZ)Pfizer Ltd

Mark PetersonCRD Center ManagerBoehringer  Ingelheim Danmark A/S

Roberto PinoCRM Team LeaderEli Lilly

Olivier AurinResponsable Intelligence Economique, Ethicon Endo-SurgeryJohnson & Johnson

Amit MakwanaManaging DirectorAstellas Pharma Ltd.

Markus WasnerSales Force Effectiveness Manager,Johnson & Johnson

Amlesh RanjanAssociate Director,Institutional Business & CorporateHospitalssanofi aventis

Ken BuistFounder The Trusted Adviser

Olga BogdanovichSales&Operations Analytics Manager Johnson & Johnson Janssen-Cilag Russia

For the latest updates follow Kate on twitter: Twitter.com/KateEversole

For the full speaker line-up and the most up to date agenda visit:

www.sfeeurope.com

The event is designed to be as flexible as possible – You will be able to move freely from track to track in order to catch the most relevant presentations to you

Summit at a glance

“Excellent event! Particularly enjoyed the cross-cultural diversity of thought - intellectually stimulating!”

Terrell Sweat, Senior Director, Actelion

Keynote: • Who are your main decision markers? Identify your internal & external KOL’s and create long lasting & winning relationships

• Unify your sales and marketing team to deliver a value based selling model & reap the rewards

• What type of re-organisation has been successful? Hear what has been tried, tested & worked- tips that you can implement today!

• Equip yourself & your team with the knowledge you need to successfully guide your team through the stormy waters of a merger or acquisition

Practical Workshops Run by the leading minds in pharma

• New for this year workshops specifically tailored for solution providers and consultants

Networking Party followed by VIP dinner(by invitation only)

Networking Party followed by delegate dinner(by invitation only)

End of conferenceLeave with take-home solutions to put in to place on Monday!

• Mature Markets: Discover how KAM, regionalisation and the upskilling of your organisation’s people will play a part in future models

• KAM: Examine the suite of available KAM models and test their suitability

• Training & Development: Motivate and Stimulate: Create a culture of learning

• Sales Tools: Drive multi-channel integration through the use of technology and analytics

Practical Workshops See www.sfeeurope.com to secure your space and check out the latest updates

• Digital Selling: How can your sales force embarce and benefit from digital selling?

• Market Access & Product Launch: Drive product uptake & gain a competitive position during the launch phase

• Speciality Selling: Insights on the position of the specialty market - what new opportunities exist?

• Emerging Markets: Driving In-Call Effectiveness: What we’ve Learned from 100,000 Sales Assessments

Day One

Day Two

Day Three

Day Evening

For the most up to date timed agenda visit:

www.sfeeurope.com

KeynoteMarch 29

Key learnings and best practices from beyond outside Pharma • Achieve the ultimate: “Trusted advisor” status and win/win partnerships • Create buy - in from your company and your customers - how to take them on your journey• A few practical steps: Remuneration philosophy, account plans & how to build stakeholders at different levels• Identify the need for KAM & make it part of the DNA of your company

Cecile QuaedackersVice President/General ManagerGlobal Client GroupAmerican Express

The new era of healthcare: How to create e�ective partnerships to drive your business forward

• Ways how to incorporate the customer perspective into your SFE strategies to engage more effectively with your key clients• Who are your main decision markers- learn how to identify & work with them• Work with a variety of KOLs to develop a long term revenue strategy

Ken JonesCOO EuropeAstellas

Innovative lifecycle and portfolio management strategies: Create value for patients and pharma• Lifecycle and portfolio management: How do they really create value? • Understand why science is an important driver of corporate strategy and hear what it means for your day to day life • How can innovation in science and corporate strategy be linked?

Dr. Miri Halperin WernliVice President, Deputy Head GlobalClinical Development Global HeadBusiness & Science A�airs

Actelion Pharmaceuticals

Hans HoogkamerLifecycle Leader & Head of Portfolio PlanningActelion Pharmaceuticals Ltd

The new commercial model- discover how to thrive in this new sales environment • What type of re-organisation has been genuinely successful? What impact has been derived from HR optimization & cost cut backs? • Is the old model really dead? What have been the main changes in the last 5 years and what are the next steps• Hear what has been tried, tested and worked• Structure your company to deliver a product and service that patients need and which payors will pay for?

Andre GroenwegenVice President and General ManagerUCB

Collaboration is key: structure your salesand marketing team to deliver an e�ective value selling model • How do organizations create unique value for their most strategic B2B customers?• Value-based selling: strategies and enablers for successful key account management• How can pharma manufacturers generate win/wins for their key customers?

Charl Van ZylVP & GMBaush and Lomb

Michael ZaiacVP Global Medical A�airs,Adolescent/Adult VaccinesGSK

Charlotte SibleySenior Vice PresidentShire

Daniel GhozziManaging Director CISUCB Pharma Russia

The next big thing: can personalised medicine re-energise your sales strategy? • How to communicate from the top down to get engagement from all parties to collaborate and work cohesively to speed up pipeline improvements• Create an integrated system which blends marketing, sales and R&D seamlessly - as well as continually evolve with the constant addition of new customers over the next few years• Pinpoint the best time to involve sales & marketing for optimum results in getting a product to market

Michael ZaiacVP Global Medical A�airsAdolescent/Adult VaccinesGSK

PANEL SESSIONCASE STUDY

CASE STUDY

CASE STUDY

For the most up to date timed agenda visit:

www.sfeeurope.com

Day 2 & 330- 31 March

Spotlight on the UK: Commissioning Devolution and the English GP Consortia's implications for pharma• Understand the impact of ‘the most radical reorganisation of healthcare since its inception’ – how do these changes affect your market? • What are the opportunities and challenges to pharma? The scale of change covers all activity from the corporate to the field employee• What impact will the changes have on pricing, procurement and budgets, value added programmes, material and messages, customers and key account management , medicines management, formularies and guideline adherence David ThorneProject DirectorNHS & Chief Executive of a large GP Consortia

How can you innovate and move forward in this high pressure environment? Lessons learned from the device space• How does the sales force bring innovation to the patient?• When should we focus on innovation? Who should be innovating – is it something we can regulate? Examine the pros and cons • Create a culture of innovation within the company. Should it trickle from the top down?Armin Pearn, Marketing Director, Dentsply

The new selling environment- what does this mean for you and your Sales Rep?• Work with a variety of healthcare stakeholders to determine a long-term purchasing strategy• Determine the new selling skills you need with the rise of the increasingly educated patient• Selling is becoming more evidence based- explore what this trend means for your rep?• With less face-to-face interaction time - enhance what you can do in front of customers. How do you use other media sources to build on your message?Oliver Mitchell, Head of Customer Excellence, Abbott

Gain a competitive advantage: which sales model will work for you?• Discover how KAM, regionalisation and the upskilling of your organisation’s people will play a part in future models and understand the impact these will have• Do huge territories mean lost opportunities? Learn how to manage your territory to create a flexible deployment of the sales force• Global vs Local Framework: Hear the strengths and weaknesses to discover which balance is right for your companyCharlotte Sibley, Senior Vice President, Shire

CSOs and beyond..How can third parties enhance your strategy?• Hear how a contract sales organisation can increase your flexibility, find new talent and make savings on your head count cost• Do CSO reps learn faster and work harder or are they unmotivated and uncommitted?• What are the critical do’s and don’ts in the current era when outsourcing a sales force• Hear how different companies outsource & what they choose to outsource- patient data or reps? Leading pharma representative TBC

Learn how the right metrics can enhance program e�ectiveness • Learn about innovations in geographic customisation & tailoring - how to track and diagnose trends to enhance market response to your promotions• Everyone is talking about Sales Force Automation but how do we measure the direction, quality and quantity?• Proven strategies to enable you to measure productivity that will provide valuable feedback on your investmentOliver Taraud, Operations Informatics Director, Ipsen

Explore all channels- Understand the potential power of digital selling and how it could work for you• Discover the added value of digital selling to both your business and for the customer• Key examples of engaging the customer via online methods • How to cook an online strategy mix that works for youMark Peterson, CRD Center Manager, Boehringer Ingelheim Danmark A/S

How does eMarketing fit in to the marketing mix?• Hear how to get buy-in from above to produce your eMarketing programmes• Learn how to incorporate eMarketing in to your marketing strategy to get the most out of this essential channel• How do you structure the change from traditional media to a social media strategy?Jesus Cardenes, Commercial Operations Manager, Shire

Explore the rapid evolution of social media – we are all nervous• Analyse different social media tools such as facebook and twitter to learn which balance is best for your brand• Combine social media with your sales mix to make your brand more appealing and increase online sales whilst increasing stakeholders trust and credibility• Learn how to demonstrate the ROI for these programmesLeading pharma speaker TBC

Track 1 : Sell in Mature Markets

Track 2: Digital Selling

“Well done and well organized”

Charlotte Sibley, VPShire

CASE STUDY

CASE STUDY

CASE STUDY

CASE STUDY

For the most up to date timed agenda visit:

www.sfeeurope.com

Day 2 & 330- 31 March

Emerging Markets – What opportunities exist and how can you take advantage of them?• Recognise the potential impace you business can have in Brazil, Russia, India & China (BRIC)• The ways to overcome the common challenges and issues with working in these countries• Emerging marketing- do we have the right portfolio and right products? Examine the progress have we made in the last two years • Analyse strategies for success: Hear examples of how to structure your business to maximize opportunities – global vs local, partnerships and distributorsDirk Otto, International Marketing Team Head, Bayer

Commercial model: How can you succeed in the emerging markets?• Overcome the obstacles of the new regulations with KAM, regionalisation and the up skilling of your organisation’s people• Create an integrated system which is able to blend marketing, sales and R&D seamlessly - as well as continually evolve with the constant addition of new customers and stakeholders over the next few years

• Do huge territories mean lost opportunities? Learn how to manage your territory to create a flexible deployment of the sales forceMohammed Khater, Commercial Excellence Manager, Region Europe & Canada, Bayer Healthcare

SFE in Emerging Markets: What can we learn and apply to Europe• Explore the application of metrics in EM particularly targeting and segmentation and discuss the need to revisit/re-evaluate these within mature markets • How to develop the segmentation criteria and explore follow up methods during a selling cycle• How to develop a targeting approach based on customer to ensure you visit the right customer with the right frequencyKevin Crowe, Global Head Sales Excellence, Merck Serono

Russian case study: How can we sell in an increasingly restricted environment? • Examine the government regulations and understand the impact they have on your reps• Keep your reps motivated, engaged and effective in this period of change

• How to put greater emphasis on Territory Management and the measurement of message effectivenessDaniel Ghozzi, Managing Director CIS, UCB Pharma Russia

Why Call Quality is the new Holy Grail: How to achieve measure and maintain this elusive lead indicator • Hear how a large primary care team: Developed and measured effective call quality on a shoe-string budget.• Drove incredible sales as a consequence of improving call quality.• Discover the building blocks needed to create and measure call quality.• Hear the secrets to delivering exceptional ROI by being effective as well as efficient.Rob Dickenson, Asia Pacific Sales Director, Warner Chilcott

Sales Force e�ciency enhancing for Competitive Advantage: Russian perspective • Making pieces work together: facts & challenges• Designing & applying SFE as a productivity enhancement toolOlga Bogdanovich, Sales&Operations Analytics Manager,  Johnson & Johnson Janssen-Cilag Russia

Learn how to take advantage of Data, Segmentation and Targeting and understand why it is crucial in the current climate of a decreasing sales force and changing regulation • How do you operationalise segmentation studies on a portfolio level? Should you do it across multiple countries?• Develop a targeting approach based on your customer to ensure you visit the right customer with the right frequency• How to optimise market research data to maximise your resultsRoberto Pino, CRM Team Leader, Eli Lilly

Optimize your sales territories : A Johnson & Johnson case study• Choose your data source wisely & learn how an internal tracking system can save your reps time in the field• Learn to consolidate your data in preparation for optimization

• Take into account localisation, market shares & your sales team to form your sales territoriesOlivier Aurin, Responsable Intelligence Economique, Ethicon Endo-Surgery, Johnson & Johnson

Closed LoopMarketing in amulti-channel environment• Transform your Sales Force and drive multi-channel integration through the use of technology and analytics• Maximise the impact of your sales force with customized tools and material that delivers real value to customer interaction• Learn key success factors for the effective implementation of CLMTomasz Kosinski, IT Demand Manager,GlaxoSmithKline

Use CRM to improve customer interactions and create brand advocates• How multichannel CRM gives practitioners choice while catering to their inability to get everything they need to know about a therapy from a single interaction

• How to integrate channels and manage the response from customers for a tailor-made approach to each individual customer• How to align processes to make sure all departments are awareLeading speaker from Big Pharma TBC

Commercial E�ectiveness: Move from the traditional selling model to multidisciplinary teams- case study • Forget traditional Sales Force Effectiveness processes and move towards commercial effectiveness • Create a multidisciplinary team to increase targeting, alignment & engagement• Hear what CRM tools will support this new model• 18 months on - Hear the first set of results! Ignacio Martínez Castellanos , CommercialExcellence Iberia, Grunenthal Pharma SA

Track 3: Sell in Emerging Markets

Track 4: Sales Tools & CRM

CASE STUDY

CASE STUDY

CASE STUDY

CASE STUDY

CASE STUDY

Specialty selling- is this the future? Discover how you can take advantage of these high margins and low market entry costs • Insights on the position of the specialty market - what new opportunities exist?• How can you successfully work together with specialty companies to enhance your pipelineCarlos Martínez, Director Sales Excellence, Business Improvement Group, Johnson & Johnson

Learn from the successes of Specialty- what commercial model could work for you? • What models have worked well for speciality pharma and how have these been implemented successfully?• Life after the blockbuster era- understand opportunities are there for Big Pharma in speciality

• Discover the success stories associated with a small multi-disciplinary workforce of account managers and why they are so profitable?Tyrone Edwards, Senior Vice President (ret.), Merck

Encourage your sales rep to raise their value to the industry • How will the role of the speciality sales rep evolve in the future?• Discover the skills necessary to be seen as a “consultant sales rep” – it’s more than science and sales• Learn ways to harness the power of the pharmacists- how can training help your reps to engage with the wide variety of key stakeholders?Terrell Sweat, Senior Director - Commercial Excellence US, Actelion

Co-creation of Value in Partnership with the Customer • The Win-Win approach to Pharma selling • Mutuality and collaboration in Identifying needs & Creating Solutions • Transitioning from Product selling to Co-creation of value for selves and patients • Moving from being a Seller to becoming the Preferred partnerAmlesh Ranjan, Associate Director, Institutional Business & Corporate Hospitals, sanofi aventis

The journey and the take-o� phase: Drive change in your business• Launch a winning KAM campaign: Where do you start?• Learn how to define the roadmap for successful implementation• Who are your main stakeholders internally & externally – and how do you work together from the start?Anette Kihl Chauhan, DirectorStrategic Account Management Program,Medtronic

Change is Good - You go first. A KAM - led approach to the launch of Napps's newOncology drug – Levact• Why Napp chose to take a KAM led sales approach• How the KAM approach was adopted and what this specifically meant for planning the launch• The practical learnings of KAM during the early stages following launch• The operational aspects of getting the team to adopt a KAM approach and getting the infrastructure and tools in-place to meet the specific needs• The organisational challenges faced and learnings• The successes so far!Sally Ransome, Head of Oncology Sales,Napp Pharmaceuticals

Anatomy of a Key Account Manager: How to choose the right one• Find out how to identify & assess the skills and competencies you need for your KAM strategy. • Develop the right assessment criteria and plan to find the right people that have business acumen, will take responsibility for the account and are orientated around the customer• Can you up skill reps? Or do you need a new type of rep completely?• Fill in the skill gaps with proven coaching and training methods for both the sales manager and the rep & understand the necessity of bothFabrizio Checchia, Head of the Gynecological Unit, Angelini

Sales Representatives to Key Account Entrepreneurs - A Realistic Transition?• The change in mindsets needed to move from 'sales rep or manager' to 'account manager'• The skill-sets needed to be developed to ensure first class account management• The challenges faced in developing key account managers and the steps that need to be taken to ensure that this happens.• The results obtained in the 'eyes' of the customer.Allan Mackintosh, PMAP Performance Coach, Grunenthal UK

Understand evolving KAM models and how they are enhancing customer focus in Pharma• Understand the principles of KAM• Hear examples of pharma KAM models and how they have been successful• Understand the challenges of developing an account management approach in your organisation• KAM and customer focus : how far do you want to go?• What you need to do to evolve your KAM approachLiz Murray, Head of Customer E�ectiveness, Primary Care Business Unit (Europe, Canada, Australia, NZ), Pfizer

A quantitative research study: The results. Which models of KAM the Pharmaceutical Industry are currently adopting • What type of NHS customers make decisions on prescribed drugs and what is their sphere of influence• How is the industry currently targeting NHS decision makers and how is sales force effectiveness measured?• Which models of KAM have been identified as the most profitable on other industries • What can we learn from other industries and how can the Pharmaceutical Industry change their approach to KAM to be more successfulJo Allen, MBA, Associate Director of Sales, Shire

For the most up to date timed agenda visit:

www.sfeeurope.com

Track 5: Key Account Management

Track 6: Specialty Selling

Day 2 & 330- 31 March

CASE STUDY

CASE STUDY

CASE STUDY

“Another great year for SFE - once again the only event with the best speakers and attendees”

Mark Sales, Global Head - Brand &Stakeholder Management,, Kantar Health

For the most up to date timed agenda visit:

www.sfeeurope.com

Focus on recruitment to increase impact and decrease turnover through innovations in talent management• How to find, retain and manage new reps who can service an account and possess the ideal mix of medical knowledge and sales ability• Upgrade your talent pool by implementing 'best in class' selection and hiring tools that are new to pharma but have a proven track record in other industries• Design an incentive compensation plan which retains talent, disseminates useful knowledge and ensures KPIs are metAmit Makwana, Managing Director, Astellas Pharma

Motivate and Stimulate: Which Incentive Schemes to use and why?• Learn how to tailor compensation plans to incentivise your star performers and how to determine if the plan is effective• How to recognise if individual incentives lead to healthy competition or demotivate other members of the team and the pros and cons of group incentives

• How to build a customised compensation plans for Key Account Managers and First Line Managers to align their plan with their distinct goalLeading speaker from Big Pharma TBC

Get it right: The growing importance of First Line Managers (FLMs)• Identify the key indicators that recognise top performance in different management settings in order to increase the effectiveness of your management team • Examine effective techniques that will continue training in to management which will improve your sales force from the top down • Understand the new profile of the effective sales rep to find out key requirements for the FLM• How do you create "autonomy" at FLM level and does increased accountability increase efficiency?Ifti Ahmed, Head of Sales Academy Global Sales Excellence, Merck Serono SA

Second Line Sales Managers - The Forgotten Generation?• Why the role of the second line sales manager has changed• The skills and capabilities required for future success in this role• Developmental activities designed specifically for second line sales managersNick Pope, Global Director Training & Learning, Bausch & Lomb

How can coaching create real behavioral change? • Evaluate reps competencies and skills – and discover what you need to do to improve them?• See how coaching can ensure “learning transfer” for your training programs• Analyse coaching tools to provide behavioural guidance to the sales rep. How do they aid your measurement?Markus Wasner, Sales Force E�ectiveness Manager, Johnson & Johnson

Payor panel- What really matters to the people that matter?• How do the payors see the role of the sales force changing? How should the promotion of products change to keep the payor happy?• What is important to the payor? Find out their needs in order to be really successful in market accessDavid Thorne, Project Director, NHS & Chief Executive of a large GP Consortia

To see the latest payor panelists go to www.sfeeurope.com

Engage customers successfully pre-launch through targeting & segmentation• Educating the broad range of customers in the launch phase with limited sales force support • Overcoming barriers for dialogue through "alternative channels" • Transforming the targeting process to a dialogue process • Documenting launch metrics (other than sales, MS and Call Plan Adherence) through MR to reinforce core messages Rune Pilegaard , Associate Director, Business Support Nordics, Sanofi-Aventis

Explore how companies drive product uptake and analyse the e�ectiveness of their competitive positioning during the launch phase• Explore the primary launch challenges and hear a framework to overcome these challenges• Understand which Benchmark Metrics are right for your company and discover how these will give you the competitive advantage • Hear how to educate your customer in the product launch phase and see how this essential to customer loyaltyBig pharma speaker TBC

Is Closed Loop Marketing a futuristic hope?• Explore proven methods to send more focused and relevant messages to specific segments based on their attitudes, beliefs, and prescribing behaviour• How to feed monitoring results quickly to marketing to compliment the rep and establish dialogue• Learn how real time CLM feedback can understand which initiatives and messages are working to adjust campaigns accordinglyRaja Mvsma, Head of Marketing CIS & Russia, Dr.Reddy’s Laboratories

Fast product uptake – value based customer programs to build brand loyalty• Maximise the pre-launch programs• Defend your positioning by single-minded competitive programs• Build long-term loyalty through adding value to your offeringRajesh Gupta, Executive Director, Inflammation and Immunology Europe, Celgene International

Track 7: Training & Development

Track 8: Market Access & Product Launch

“Good covergae of SFE hot topics”Paolo Gu�anti, Commercial Operations Director, Bausch & Lomb

Day 2 & 330- 31 March

PANEL SESSION

CASE STUDY

CASE STUDY

CASE STUDY

Do you have what it takes to be the next pharma-idol?

www.sfeeurope.com

Letter From Our Chairman:

The only meeting you needDear Colleague,

I am looking forward to be involved as one of the chairmen for SFE Europe 2011! Sales Force Effectiveness has grown in the last couple of years to one of the most vital elements in your commercial business.

Spending time with your peers and listening to SFE experts spending time with networking is the greatest opportunity to receive many insightful and profitable ideas. I invite you to come and listen to quite literally hundreds of years of sales experience tapped in to 3 days, and to meet people like you – those on the cutting-edge of the industry.

I am sure eyeforpharma will ensure via many interactions, discussions and presentations, a lot of new and learning experiences!Hoping to see you in Dusseldorf in 2011!

Best regards,

Jean Paul LemmensManaging DirectorCommercial Health Consulting

1 / The Speakers VP & Board Level insights in addition to a host of expert speakers. You will profit from their vision and take away powerful new strategies and solutions to give fresh impetus to the way you tackle the challenges you face.

2 / The Networking During the 20+ hours of dedicated networking, you’ll rub shoulders with the sharpest minds in sales & marketing, beware sparks will fly! No other event can provide you with 3 days of business focused networking with some of the most influential people in your field.

3 / The Topics We have thoroughly researched this area in a bid to uncover the hottest topics specific to people in your position. Senior sales executives from all top 20 pharma including AstraZeneca, Pfizer, and Proctor & Gamble were consulted to ensure you hear the topics that are the most important to you. If you have any additional suggestions for the agenda we can hold a round table on the subject. Email keversole@eyeforpharma.com for more info.

4 / The Case Studies Learn through a proven formulary of sales and marketing examples, with take away best practice techniques. No other event can deliver such knowledgeable insights and answers to key challenges you face.

5/ The Size With over 600 delegates this is the largest Pharmaceutical Sales Conference in the world. Everyone from your colleagues, competitors and clients will be there – this makes SFE Europe a hub of information you simply can’t get anywhere else.

For the latest updates follow Kate on twitter: Twitter.com/KateEversole

PRE-CONFERENCE KAM WORKSHOP - Monday 28th March 2011 - DUSSELDORF

More Information Visit - www.sfeeurope.com/kam

Advancing KAM in Pharma - a.m. session• KAM Fundamentals – avoid the hype, define KAM for your organisation

• The case for KAM and the key challenges for Pharma in 2011

• A Diagrammatic definition of KAM & debating its key components

• What is working and not working in Pharma

• Gaining and keeping commitment from your management team

Advancing KAM in Pharma - p.m. session• Account Manager Competencies

• Improving the ‘Quality of Engagement’ with Healthcare professionals

• A Case study – Developing Account Team working in Pharma

• Measuring KAM performance – The ‘Activity’ debate and New Metrics

• Balancing Short term need for revenue with long-term partnership working

Workshop Leader:David Wright, Imonic LtdGuest Presenter:Allan Mackintosh, Grunenthal

ACCOUNTSTRATEGY

ACCOUNTPLANS

ACCOUNTPOTENTIAL

MEASURETHE TEAM

COACHTHE TEAM

SURVEYS&

FEEDBACK

CONTACTMGMT

CUSTOMERKNOWLEDGE

OPPORTUNITYDEVELOPMENT

CONTACTSTRATEGY

For the full speaker line-up and the most up to date agenda visit:

www.sfeeurope.com

Our 5 guarantees to you:

Business Opportunities For Solution Providers

1 / Unrivalled speaker line-up: With senior representatives from Pfizer, Bayer & Shire and many more! Including insights from outside industry- American Express & Medtronic

2 / Big picture discussions: Multiple high-level panels for enhanced debate on strategic issues- including how to measure the success of your KAM strategy?

3 / Best practice and benchmarks: Practical and interactive workshops, roundtables & case studies on the nitty gritty of t&d, KAM, speciality selling, product launch & CSO optimization

4 / Fill your contact book: 20+ hours of networking opportunities with a senior, targeted audience of sales & marketing executives & your key stakeholders

5 / Be where the action is: The only meeting place for pharmaceutical sales & marketing executives

• We are dedicated to providing a forum where out attendees can learn about the most advanced and tailored solutions available on the market. • There are a limited number of spaces available for companies with an innovative solution in the areas of Key Account Management, Training & • Development, CRM, and Stakeholder Engagement. This event will build new prospects and strengthen current business relationships.

Opportunities available include

• 1 to 1 meetings with key decision makers• Take a speaking slot and address 600 sales & marketing executives• Show off your latest products and services in our exhibition hall• Build your brand with exclusive promotional opportunities• Host interactive workshops with core clients and prospects• and much more!

If you want to meet with senior decision makers from pharmaceutical and biotech companies across Europe then contact Richard Ellis on +44 (0) 207 375 7170 rellis@eyeforpharma.com

Face-to-Face networking is key to survival in 2011. Over 600 leaders and innovators in the SFE space will be in the same room as you and eager to exchange ideas and share experiences – did I mention that this includes your key stakeholders too? The design of the event maximizes networking time with over 20 hours applied over the 3 days. No other event can provide you with 3 days of business focused networking with some of the most influential people in your field. Build relationships and grow your contact list in 2011 to transform the future of your business.

The only exhibition floor you’ll needThe SFE Europe exhibition floor is an opportunity to see, discover and understand new products and solutions in action. Spaces are limited- we only have 10 left. Get in touch with our Head of Sales today, Richard Ellis on rellis@eyeforpharma.com

Networking and Exhibition

It can be difficult to catch every presentation- and with the expertise on offer, you’ll want to. We will record every presentation so you don’t have to miss a thing. Simply purchase a ‘Gold Pass’ when you register. You’ll be given access to the online recordings within 10 days of the event. Register on page 11 now.

Over 600 people attended SFE Europe 2010 – Take a look at the break down below:

Key Account

Sales

Marketing

Product

Brand

Solution Providers & Consultants

Catch every presentation…

Who Should Attend - It’s not just SFE anymore…..

For the full speaker line-up and the most up to date agenda visit:

www.sfeeurope.com

2. DELEGATE DETAILS

Register NOW in 3 easy steps

*NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT

Mr / Mrs / Ms / Dr: _________________ First name: _____________________________ Last name: ___________________________ Company:______________________

Position / Title: ____________________________________________________________Telephone: ___________________________ Fax: ___________________________

E-mail: ______________________________________ Country: ____________________ Address: _____________________________ Postcode: ______________________

3. PAYMENT

FAX THIS FORM TO +44 20 7375 7576

I enclose a cheque/draft for: €____________ (payable to FC Business Intelligence Ltd)

Please invoice my company: € ____________ Purchase Order No.: __________

Please charge my credit card: € _________________________________________

Amex Visa Mastercard

Credit card number: ___________________________________________________

Expiry date: _______________ Security Number (last three digits on back) _____

Name on card: ________________________________________________________

Signature:_____________________________ Country:_______________________

Terms & ConditionsPlaces are transferable without any charge. Cancellations before February 20th 2011 incur an administrative charge of 25%. If you cancel your registration after February 20th 2011 we will be obliged to charge you the full fee. Please note - you must notify eyeforpharma in writing of a cancellation, or we will be obliged to charge you the full fee. The organisers reserve the right to make changes to the program without notice.

All prices displayed are exclusive of VAT unless otherwise stated but, VAT will be charged, where applicable, at the prevailing rate on the invoice date and the relevant details will appear on the invoice. FC Business Intelligence takes every care to ensure that prices quoted are correct at time of publishing however; bookings will only be accepted if there is no material error in the price advertised on the website. Please read the complete text of term & conditions at: www.eyeforpharma.com/sales/terms

Group DiscountsTake advantage of eyeforpharma’s unique team discounts. Bring 3 colleagues and get 1 free pass. The more people you bring the more money your company saves and the more it gains in knowledge building.

Contact the eyeforpharma team on +44 (0) 20 7375 7576 or email register@eyeforpharma.com to make big savings!

Staying in Dusseldorf?You’re welcome to take advantage of the special rates we have negotiated with the Hilton for the full length of your extended stay.

Email us on info@eyforpharma.com for more info on this.

1. YOUR CHOICE OF REGISTRATION PACKAGE

€2495 €2795 €3095

€1895 €2195 €2495

€1595 €1895 €2195

Platinum Pass• Three day full access pass • Access to all workshops • Full event video recording • Access to KAM webinar• Exclusive McKinsey Report

Gold Pass• Three day full access pass • Access to all workshops • Full event video recording

Silver Pass• Three day full access pass • Access to all workshops

Silver Pass• Three day full access pass • Access to all workshops

€2795 €3065 €3365

€2195 €2495 €2795

€1895 €2195 €2495

FOR PHARMA COMPANIES

Platinum Pass• Three day full access pass • Access to all workshops • Full event video recording • Access to KAM webinar• Exclusive McKinsey Report

Gold Pass• Three day full access pass • Access to all workshops • Full event video recording

Solution Provider & Consultant

Super Early Bird PriceBefore Dec 10th

Early Bird PriceBefore Feb 11th Standard Price

Super Early Bird PriceBefore Dec 10th

Early Bird PriceBefore Feb 11th Standard Price

SFE 2011 is di�erent. Why?

6 months of research with sales & marketing managers & directors from the top 20 pharma companies like Pfizer, Genzyme and AstraZeneca have ensured we know exactly what YOU need to know when it comes to increasing your effectiveness and hitting those targets

We have confirmed the NHS to discuss new government policy & joint working

Best practice case studies from other regulated industries such as American Express & Medtronic - What key takeaways can we learn from them?

An interactive forum- our keynote day will be fully interactive with a live polling system plus 20 workshops to choose from

A tightly-focused agenda - 9 focused tracks dealing with the biggest issues in sales excellence

An emphasis on practical, measurable strategies beyond the frequency & coverage model

An audience of pharmaceutical Sales & Marketing executives - not consultants and service providers

Benchmark your strategies against our expert speakers:

Plus many more. Turn to Page 2

Cecile QuaedackersVP/General Manager Global Client GroupAmerican Express GCC

Ken JonesCOO EuropeAstellas

Dr. Miri Halperin WernliVP, Deputy Head Global Clinical Development Global Head Business & Science A�airsActelion Pharmaceuticals

Andre GroenwegenVP & General ManagerUCB

Michael ZaiacVP Global Medical A�airs Adolescent/Adult VaccinesGSK

Open now to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!

O�cial Media Partner

Rune Pilegaard, Analyst, Sanofi AventisIan Talmage, Senior VP, Bayer Joerg Sulner, GM, Heel

“Never fails to deliver” “SFE by eyeforpharma is still the benchmark”

“A great place for expanding relationships”

Researched and organised by Bigger and better than ever. 650 + attendees

3 day conference - 29-31 March - Hilton Dusseldorf

9th Annual

SFE Europe 2011 & Commercial Excellence

Save €300when you register

before Feb 11th

Are you serious about your new commercial strategys?

Charl Van ZylVP & GMBausch and Lomb

Media Partners