09.15 AM Pharma IQ’s Welcome And Chairperson’s Opening Address

09.30 AM The Landscape Of The Drug Lifecycle And How It Will Affect Your Portfolio Planning And Strategies

• Analyse what key influencers are in today’s market and how to effectively prepare PLM strategies
• Explore how your drugs are being affected by market forces and what channels are proving the most efficient in reaching your customers
• Get an in-depth understanding of what your brand needs to do in their lifecycle in response to the current landscape

Mark Bard
President
Manhattan Research

10.15 AM The New Payers Model - What It Means For Your Portfolio In The Long Term And How You Can Successfully Market Your Drug In This Landscape

• What your marketing teams should be doing to ensure your payer relations, market access and drug reimbursement strategies are effective in delivering maximum value of your product in its lifecycle
• Identify who your new customer base is and what they demand to see from your product

Rod Coombs
Group Product Head, Primary Care
Wyeth

11.30 AM Coming To The End Of Your Drug Lifecycle, What You Can Do To Maximise Revenue Before And After Loss Of Exclusivity?

• Discover the business model of generics and the impact that it has on the pharma market landscape
• Learn what you can do differently towards the end of the drug lifecycle and how branded drugs can optimise their revenue towards the latter stages of exclusivity
• Understand why generics are an important channel for pharma in the UK and why we need to build an effective relationship

Michael Tzimas
Head of Portfolio & Business Development
Teva UK

12.15 PM Developing Your Brands Globally To Ensure Your Drug Is As Competitive As Possible

• Hear an exclusive case study into how you can develop and build your brand in the new market landscape
• Learn proven techniques in developing market share by creating the most effective branding strategies to ensure the success of your drug
• Understand what pitfalls and barriers you should avoid when mapping your brand’s position in the marketplace

Nigel Doran
VP Marketing Innovation
AstraZeneca

14.15 PM Understanding Excellence In Marketing And How To Achieve A Customer-Centric Focus Across Your Portfolio

• Understand what the evolving needs of the customer are in the industry today and how you can develop your marketing strategies to become more customer-centric
• Learn how to get the best out your marketing messages by adapting them to the right audience
• Discover how you can measure your marketing activity by implementing simple benchmarks that can help boost ROI

Baba Awopetu
Director, Marketing Excellence
Stryker

15.00 PM Communication Strategies In A Regulated Market

• What communication processes are shown to have the highest success rate? What and how does the market want to hear about your drug?
• Hear how Astrazeneca are adapting their communication channels to customers in Italy and how successful this has been in gaining market share

Giuseppe Failla
Senior Product Manager, Rosuvastatin
AstraZeneca

16.15 PM Analyse Centralised Vs De-Centralised Branding And The Future Of Brand Marketing Across The EU, To See Where Best-Fit Strategies Can Maximise Your Products Position

• How much autonomy do you give to your ground teams and how much control do the strategic teams need to have to ensure product consistency?
• Learn where key opinion leaders see the future role of brand marketers in pharma and what necessary resources pharma need to succeed in the next 2-3 years in their brand marketing

Conceicao Ferreira
EU Brand Lead
Pfizer

17.00 PM Optimise Your Drug ROI In Mature Products

• Discover the most effective channels for marketing your mature product
• Hear how focusing on later-line products can give your brand that much-needed edge over the competition and lead to better relationships with key stakeholders
• Strategy for developing your ‘golden nuggets’ through a cost-efficient market approach, e-detailing strategies and outsourcing techniques

Marc Welz
Head of Unit Base Products
Solvay

17.45 PM Chair’s Closing Remarks And End Of Day One