eyeforpharma Latin America - English

BECOMETHETRUSTEDPARTNER:See how LatAm companies are already collaborating around sustainability and value.

PATIENTSATTHECORE: Deliver access, affordability and empathy through action-driven case studies which guide successful patient support.

COMMERCIALINNOVATION:Establish a united team, new goals, a move from push to pull - and your most profitable year yet.

THETECHNOLOGYOPPORTUNITY:Combine digital technology & customer engagement. Optimize communication channels and position yourself as the valued partner.

www.eyeforpharma.com/latinamerica/en

Hilton Miami Downtown | May 18-19 | Latin America's Largest and Most Influential Commercial Pharma Forum

11th Annual

LATIN AMERICA 2017

Deliver Trust and Patient Value in a Digital Era.Create Sustainable Healthcare in LatAm.

Migdalia DenisPresident, Latin America SociedadLatinadeHipertensiónPulmonar

Juan Carlos RiascosPatient Relations Manager Latin AmericaAbbVie

Lalo (Eduardo) Steinmann Latin America - Enterprise Customers Azure Lead Microsoft

Jose Miguel Calderon Senior Director – LATAM Commercial IT Strategy & CIO PharmaceuticalCompaniesofJohnson&Johnson

Efrain Mendicuti Commercial Head Mexico Twitter

Fransisco BallesterPresident, Latin America Sandoz

Percival Barretto-KoSenior Vice President, International Operations Astellas

Cesar RengifoSVP & Area Director LATAM & Caribbean GlaxoSmithKline

Lawrence GantiPresident of Latin America MerckKGaA,DarmstadtGermany

Laura Gonzalez Molero Former President, LatAm Bayer

Register by February 24th

SUPEREARLYBIRDDISCOUNT

$400USD

Gold Exhibitor Supporting SponsorGlobal Sponsor Platinum Sponsor

Areyoubuildingtrust?Areyoucreatingcollaborations,patientfocusanddigitalsolutions?And,ultimately,areyouhelpingtomakeamoresustainablehealthcaremodel?

If you are not answering ‘yes, 100%’ to every one of the above questions, then you are not as advanced as you need to be. Latin America offers an incredible opportunity as the region opens its arms for you to help meet the needs of patients – as long as you can be relied upon, of course. Existing providers are failing to meet the needs of the population, with no access to increasingly expensive healthcare and a poor reputation for our industry.

It is in our hands. We have the ability to realise a more efficient, trustworthy, modern and customer-drive future.

Better collaboration in the key to success. You need to understand your assets and appreciate what else is required to provide a holistic solution. Only those companies with an open attitude and goals which are aligned to those of our many stakeholders will succeed.

Thisisarevolution,notanevolution. Let’s make it happen. Let’s deliver sustainability for patients and growth for pharma.

Welcome to the 11th Annual

Latin America 2017Why industry influencers choose eyeforpharma Latin America:

“eyeforpharma is a gathering of business partners but also a reunion of friends. I met with several acquaintances and friends to talk about business and exchange views on Latin America for the betterment of our region.”

“Right selection of topics, presence of new stakeholders and opportunities for networking made the eyeforpharma conference in Miami one of the best events of the year for Latin America healthcare marketers.”

“If you are looking for more than just another congress - go for eyeforpharma LatAm! The mixture of holistic views and trends shared, hands-on experiences and great networking possibilities will give you valuable insights and tools for your future success in the rapidly evolving LATAM markets.”

Dr(a).MarleneLlopizPresidentAsociacióndeMédicosEspecialistasenlaIndustriaFarmacéutica,A.C.

PauloAmaralLatAm MultiChannelMarketing DirectorGSK

HelénaBargielHead of Global Engagement Excellence LEOPharma

Cintia HernandezHead of Latin America

[email protected]

www.eyeforpharma.com/latinamerica/enRegisterTodayandSAVE$400beforeFebruary24thEmail [email protected] for group rates

Agenda at a glance

KEYNOTE

CollaborationPanelsand

Roundtables:Pharma cannot do this

alone! 1

BecometheTrustedPartner:

Benefit from collaborative efforts by aligning around sustainability and

value.

3

CommercialInnovation:A united team,

refocussed, goals and your most profitable

year.

4

DigitalTech&CustomerEngagement:

Build your brand by combining both.

2

PatientsattheCore:

Provide access, affordability and

adherence.

mailto:chernandez%40eyeforpharma.com%20?subject=eyeforpharma%20Latin%20America%202017%20Group%20Pass

Speaker faculty includes:

www.eyeforpharma.com/latinamerica/enRegisterTodayandSAVE$400beforeFebruary24thEmail [email protected] for group rates

Migdalia Denis President, Latin America SociedadLatinadeHipertensiónPulmonar

Francisco Ballester President, Latin AmericaSandoz


Cesar RengifoSVP& LATAM Area Director GlaxoSmithKline

Marlon AlfaroCentral America & Caribbean Director PierreFabreMedicament


Angel IrizarryPharma Senior Marketing and Operations Professional - LatAm & US


Ben Greenberg Vice President of Mobile Products & User experience Medscape

Leticia Murray Regional Marketing Director Latin America & Canada-Retina Portfolio Novartis

Recaredo Arias Director General AMIS(AsociaciónMexicanadeInstitucionesdeSeguros)



Laura Gonzalez Molero Former President LatAm Bayer

David DavidovicFounderpathForward

Eva Maria Ruiz de Castilla Director Regional Latinoamerica GlobalAllianceforPatientAccessGAfPA

Maria Yolanda Cervantes Apolinar, MD Vaccines Medical Director GSK,Mexico

Rafael Mendoza Country Manager Colombia AstraZeneca

Ramón VegaUS Commercial IT Lead Biogen

Ricardo Murer Head of Operations LatAm Agnitio

Diana Barreto CVM Senior Marketing Director - Growth Markets Teva

Giovanny Leon Pricing & Market Access Director Latin America & Canada (LACan) - Global Patient Access NovartisPharmaAG


Dr. Arturo Gomez Gonzalez President of Circulatory Department AsociaciónLatinoamericanadeTórax(ALAT)


Agenda

Become the trusted partnerEXECUTIVEPANELSESSION:Seehowregionalleadersbelievethatafocusonsustainabilityenablesyoutobecomethepartnerofchoice

• What do we need to look for and achieve to deliver a sustainable healthcare system?

• Understand why Latin America is unique and why our business model must adapt accordingly

• Examine how far we must go to build trust and meet our patient’s needs

Commercial InnovationTHECOMMERCIALPANEL:Howtocreateaholisticcustomer-centricapproachinyourorganization

• Take your business to the next level by finding common objectives to promote collaborative culture across your company and meet customer needs

• Where do we need to start - and how? Encourage sales and marketing to align their goals and be willing to change

• Speak with one voice - why collaboration is a key in order to meet customer’s needs

Patients at the coreTHEPATIENTASSOCIATIONPANEL:HowtoworkinpartnershipwithLatinAmerica’spatientassociations

• What do patient associations need? How pharma can make them stronger

• Why the partnership, support and even creation of patient associations makes sense within your business model

• How patient associations can trigger the fundamental reorientation of employee attitudes towards your company’s success

Digital-led & customer engagementTHEDIGITALPANEL:Perspectivesonhowpharmacanaccelerateimplementationfrominsideandoutsidetheindustry

• Is it all about compliance? Constructive criticism about pharma’s mindset to accept and learn where we can make progress

• Advice from experts from outside pharma – where can we ‘leapfrog’ to make the quickest gains?


Latin America has tremendous potential. It can feel like a challenging environment – but it offers unparalleled opportunities as long as pharma companies are prepared to build trust, put patients at the center of everything we do, and embrace collaboration and digital innovations.

This move to a patient-centric model is inevitable because patients across Latin America are crying out for a new approach to healthcare.

Thisisarevolution,notanevolution.But like any journey, it starts with the first step. The best first step you can make is at eyeforpharma Latin America…

Panellists include:

Boost sustainability through collaborationTHECOLLABORATIONROUNDTABLES:Pharma,PatientAssociation,PharmacyChainandInsurancerepresentativesunited• Pharma cannot do this alone! – Hear from the stakeholders about their needs and why the future requires long-term

partnerships and an ecosystem with patients at the core

RegisterTodayandSAVE$400beforeFebruary24thEmail [email protected] for group rates

KEYNOTEPANELSANDROUNDTABLES:

The Revolution is Here


Session highlights:

Become the future of healthcare: adopt new principles and see the opportunities • The inevitable trends which demonstrate that supporting sustainability in our healthcare system is essential to your future success

• A market analysis of the fastest-growing therapeutic areas, customer preferences and greatest patient need

• How to create and communicate a shared vision which aligns with customers and stakeholders

Partnerships1: Listen to how insurance companies can fill the access gap • Understand why private insurance is growing in LatAm and why it is an important contributor for meeting patient needs and providing better patient choice

• Examine what external partnerships can do for patients and the creation of a sustainable system in a capitalist world

“We pledge and we believe” – but do customers and patients see us as partner of choice? Hear what needs to change in order to gain trust and build pharma’s reputation• Feedback on why pharma hasn’t earned a good reputation with patients and HCPs

• How can we fix it? A practical guide

• Listen to examples from both within and outside pharma and how their impact has been measured

Partnerships2:Collaborate with pharmacies for agile patient care support• Work with pharmacies to leverage adherence and loyalty for better patient outcomes in both launch and mature phases

• How to develop long-lasting partnerships with pharmacies to ensure affordability and access to your brand

• Discover what specific tactics can be implemented at point- of-sale to create additional patient value


This is our new opportunity. Our goal is to build trust, collaborate and align ourselves with healthcare professionals for the benefit of patients everywhere. This starts by shifting our attitude and our business model from product-centric to patient-centric, and find profitability by delivering value.

SECTION1:

Become the Trusted Partner

Agenda

Speakers include:




Cesar RengifoSVP& LATAM Area Director GlaxoSmithKline

Francisco Ballester President, Latin AmericaSandoz


Recaredo Arias Director General AMIS(AsociaciónMexicanadeInstitucionesdeSeguros)



We all are patients. And we all want to get the medicines we need. How do we overcome the challenge to ensure access and affordability in LatAm by adapting to the realities of the region? New methods are needed to help patients manage healthcare payment concerns and adherence through better assistance and engagement services than ever before. Hear action-driven case studies about the power of empathy in guiding successful patient support.

SECTION2:

Patients at the core – provide access, affordability and adherence

Agenda

Session highlights:

The patient journey starts here – help your company to adopt the required cultural changes• Listen to best practice on how to drive transformative

cultural change within your organization to ensure impact in your actions

• Learn about the relationship between business growth and patient focus and how it impacts your stakeholder’s management

Words into actions: how to adapt global pricing policy to Latin American markets • Why it is necessary to adapt global pricing policies to the reality of the LatAm market to ensure impact and success

• Align commercial and access requirements to your pricing policy in order to cover patient needs in LatAm and ensure long-term growth will always equal commercial success

The power of empathy – Listen to how one patient’s experience became a deciding factor in public health policy – see how this approach can work• Listen to a personal journey and how a patient's needs can shape the healthcare system

• Examine what has already changed in the past 10 years and what still needs to change for true patient-centricity

• “Medicines saved my life” – an in-depth analysis about what patients want and need from pharma in order to build up trust and create a better future

Improve and understand treatment adherence to provide support and effectiveness • Identify gaps in the patient-prescriber relationship to improve

patient care and adherence

• Recognize the role of technology, social media, m-health and mobile apps in changing the way the patient engages and makes treatment choices

• Identify gaps in your field force to ensure you have the strongest team when facing the customer

Speakers include:



Leticia Murray Regional Marketing Director Latin America & Canada-Retina Portfolio Novartis

Eva Maria Ruiz de Castilla Director Regional Latinoamerica GlobalAllianceforPatientAccessGAfPA

Giovanny Leon Pricing & Market Access Director Latin America & Canada (LACan) - Global Patient Access NovartisPharmaAG




Business models focussed on the face-to-face push-model are no longer adequate, nor are they the most successful. Harness the entire health ecosystem – not just the physician – to redefine what customer satisfaction means. Then structure your team around entrepreneurship, stability, value and profitability.

SECTION3:

Commercial innovation: a united team, refocussed goals and your most profitable year

Agenda

Session highlights:

Your customer is key – leverage customer insights and incorporate the patient voice to ensure a successful commercial model• Ensure your customer is at the heart of your organization

(from commercial to access departments and beyond) to ensure retention and resources for them and patients

• The customer is in charge – become the kind of partner your organized customer wants and work together towards solutions for outcome optimization

• Create a cultural mind-shift in your organization that puts impactful customer programs and services first

Free your communications and commercial teams from concerns around compliance• Refresh your knowledge of the current legal and regulatory provisions for direct-to-consumer interaction

• Review industry codes and changing communication guidance to exploit the opportunities of non-promotional customer engagement in support of good patient care

CASE STUDY: How to adapt your new commercial team to a customer-centric model – learn from GSK’s new “ethical” customer approach• Learn how to prepare your salesforce for today’s market

through the sharing of customer insight within your organization

• Ensure your reps are equipped and trained with the essential information in order to understand customer and market needs, and act accordingly for maximum performance

• Listen to how to maintain commercial performance with a reduction in the size of your sales team

CASE STUDY: See how Merck KGaA, Darmstadt, Germany got their company to speak with ‘one voice’ and implemented a cross-company strategy with digital technology• How Merck KGaA, Darmstadt, Germany created a marriage

between digital strategy & commercial excellence

• Understand where united and aligned patient focus goals can take you – and how to make them successful through cross- collaborative efforts

• How speaking with ‘one voice’ can impact on your commercial success - (digital, commercial and supply chain)

Speakers include:


Diana Barreto Senior Director Marketing Excellence Growth Markets Teva

Rafael Mendoza Country Manager Colombia AstraZeneca


Maria Yolanda Cervantes Apolinar, MD Vaccines Medical Director GSK,Mexico



As consumers, digital technology is no longer new, but embedded in everything we do. Likewise, to ensure that your company is using digital not just to improve processes but also to adapt and personalize your message to your customer, you must design with customer engagement and value in mind - whether focussing on HCPs, patients or payers. In this section we will learn how to optimize channels and experience as part of a holistic customer strategy.

SECTION4:

Build your brand by combiningdigital-led & customer engagement

Agenda

Speakers include:

Session highlights:

Killer Robots in Health Care: Leverage Tomorrow’s Technology to Engage Physicians and Patients Today• Facebook Messenger Bots, Amazon Alexa, Google Home, Virtual

Reality – never in the history of human communication has the pace of technology changed so quickly. As bots and artificial intelligence reach a tipping point, how do we apply these technologies to improve engagement and motivate behavior change?

• Discover how pharma can meaningfully apply these latest technologies and digital trends to effectively improve HCP / patient engagement and motivate real behavior change

• Join Ben Greenberg, WebMD and Medscape's VP of Mobile Products and User Experience, as he sorts through the new landscape of communication possibilities and relates them to guiding principles of healthcare product design and user engagement.

Beyond the channel: Boost customer innovation and segmentation in digital marketing• Identify the best messages to gain a response to your engagement

efforts and design initiatives based on customer behavior• Don't just differentiate - personalize your multichannel communication according to real-time customer behavior

Learn what a successful customer engagement strategy looks like and how to implement it in your company• Listen to how others have delivered a strong commercial message and gained brand loyalty

• Understand how a smart commercial team operates – and adapt these best practices to your team

• Enhance engagement strategy and maximize digital tools by combining innovative technologies with a new culture and mindset

How to build win-win partnerships with tech companies to step ahead in a digital world and boost your customer journey• What can pharma learn from tech experts in order to open minds and build innovative partnerships in today’s world?

• Explore how technology can provide a unique experience for your customer and how pharma can implement these platforms



Ricardo Murer Head of Operations LatAm Agnitio

Ben Greenberg Vice President of Mobile Products & User experience Medscape





Maximize your learning with a Diamond Pass

Opportunities for solution providers

Business opportunities include:

• Demonstrate your thought leadership to a room full of senior level 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!

Purchase a Diamond Pass and get access to one of these top-level reports which provide 100+ pages of data and analysis

eyeforpharmaondemand grants you access to exclusive reports – plus audio, video, reports and whitepapers from ALL of our market access and commercial conferences and research projects.

Access eyeforpharmaondemand for 1 year with your Diamond Pass or get a 4 week taster with a Gold Pass.

See more:

• The foresight to anticipate what’s next• The inspiration to explore what’s possible• The edge to go above and beyond

Maximise your return on investment at this industry leading event by increasing your profile with our exciting range of sponsorship opportunities. Contact:

JorgeOrreGonzálezCommercial Director Latin America eyeforpharma+ 44 (0)20 7375 7206 [email protected]

Key Account ManagementDevelop strategy, organisation, human resources and tools for Key Account Management

• Learn how to implement KAM as a business model beyond a sales tactic: Manage cultural change and expectations

• A guide to why and when to pursue a KAM strategy to reap maximum benefits

• Provide true value to your key accounts with the right capabilities, resources and tools for your KAM.

Worth $3225

Value Added Services3 tailored roadmap's to solutions in healthcare beyond the pill.

• Understand the creation of successful services by looking at organizational structure and internal processes, how to partner with external stakeholders, and how to make projects economically viable.

• A roadmap tailored to your company with three scenarios for creation, development, implementation and up-scaling of ‘Value Added Services’.

Worth $3225

Customer Experience ManagementPut the customer at the centre of your strategy, organization and capabilities.

• Learn what Customer Experience means for your company and how to align it with your commercial strategy.

• Understand how to structure your organization around the customer in practical steps.

Worth$3225

Marketing Data InfrastructureHandle the data your marketing needs.

• Understand how to build a data infrastructure that support your desired marketing capabilities.

• How to roll out without business interruptions.

• Insights to the what, who, why and how of data management.

Worth $3225

The Role of the Sales Representative in a Multichannel WorldAdvancing Multichannel Customer Engagement in Pharma

• Understand how the role of the sales representative and the face-to-face meeting is evolving.

• What are the implications on the organization and commercial approach with the changing role of the sales representative.

• Understand how your future commercial model can answer to the increased complexity of healthcare and what role your sales representative should play.

Worth $3225

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DiamondPass

• Exclusive diamond report (worth $3225 each). Choose 1:

• CustomerExperienceManagement

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• KeyAccountManagement

• Access to all conference sessions, exhibition & networking area

• Access to speaker pdf slides and audio

• Annual Subscription to eyeforpharma On Demand includes access to all event materials since 2013 and our premium reports. More details here: www.eyeforpharma.com/on-demand

*for Report details visit social.eyeforpharma.com/reports

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• Access to all conference sessions, exhibition & networking area

• Access to speaker pdf slides and audio

• 4 week subscription to eyeforpharma On Demand, includes access to all event materials since 2013 and our premium reports. More details here: www.eyeforpharma.com/on-demand

SilverPass

• Access to all

conference sessions,

exhibition & networking

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Registration: choose your pass type


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Hilton Miami Downtown | May 18-19 | Latin America's Largest and Most Influential Commercial Pharma Forum

11th Annual

LATIN AMERICA 2017

Collaborativesetting: In 2017, our aim is to ensure your key stakeholders are present to advance partnerships with healthcare, technology, patients and patient associations

Aninspiringagenda:As you undergo a commercial evolution we will provide 4 targeted themes, intimate workshops and stakeholder sessions to help direct your journey

200+inattendance:If you are looking for one commercial meeting to attend in 2017, eyeforpharma LatAm will be sure to give you the most senior networking opportunity possible

25+industryleadingspeakers:CEO, President, VP and Director level experts to share their experiences so you can make healthier corporate decisions

12+hoursofdedicatednetworking:Connect with the movers and shakers of the pharma world and benchmark against their successes and learnings

5 reasons why you cannot miss Latin America 2017:

Register by February 24th

SUPEREARLYBIRDDISCOUNT

$400USD

Deliver Trust and Patient Value in a Digital Era.Create Sustainable Healthcare in LatAm.

Migdalia DenisPresident, Latin America SociedadLatinadeHipertensiónPulmonar



Fransisco BallesterPresident, Latin America Sandoz


Cesar RengifoSVP & Area Director LATAM & Caribbean GlaxoSmithKline


Laura Gonzalez Molero Former President, LatAm Bayer



Gold Exhibitor Supporting SponsorGlobal Sponsor Platinum Sponsor

eyeforpharma Latin America - English

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