Boston Scientific VP CRM Marketing, EMEAMarta Antonucci

DePuy, a Johnson & Johnson companyVP of Marketing Raphael Pascaud

Cordis, a Johnson & Johnson companyVP of MarketingNadav Tomer

Philips HealthcareVP Sales & MarketingMargrit Lelieveld

Veran Medical TechnologiesDirector of SalesLes Carlson

Hospira EMEADirector of MarketingMark Harvie

� Pricing and Reimbursement: Develop sophisticated strategies that delivermaximum profit

� Launch phase strategy: Find out how to future-proof your European go-to-marketplans

� ‘Added value’ services: Discover what addingvalue really means for your products

� The Procurement Perspective:Maximiseyour procurement-supplier relationships tokeep ahead of the pack

Researched and Developed by

MEDICAL DEVICES & DIAGNOSTICS

Sales and Marketing Excellence 2010Grow and retain talent, respond to the changing healthcare environment and sustain high growthTwo day conference I 17-18 March 2010 I Regent’s Park Marriott, London

SAVE €600 Register before

4 December

2009

Benchmark your marketing strategies against our

EXPERT SPEAKERSincluding:

20+ senior speakers12+ hours of networking100+ attendees15+ focused sessions8+ exhibiting service providers

The European meeting place for MDD sales and marketing professionals

™

GLOBAL SPONSOR

��Great opportunity to share best practices”Jeff Duchemin, VP Sales, BD

��

Join our dedicated LinkedIn Group at www.linkedin.comGroup Search: Medical Device & Diagnostics Executives

How do you convert change into opportunity – and deliver dramaticallyincreased sales?

Challenging economic climate or not, the medical devices market hasachieved an annual growth rate of 9% in the UK, France, Germany, Italyand Spain. And the outlook for next year is even healthier.

So it’s no surprise the industry is in an optimistic mood, with two in every three companies asserting in a recent report that they intend todemonstrate their confidence by increasing marketing spend during 2010.

But the fact is, allocating increased resources is only the first step.Because make no mistake, achieving the maximum return on your salesand marketing investment is business-critical, in terms of increasing yourmarket share – and heightening the profitability of your organisation.

So how do you ensure you’re squeezing every ounce of value from your2010 budgets?

The good news is that you’ll get the expert help and advice you need at amajor event for the European devices and diagnostic communities that’sabout to take place in London.

Building on the success of the MDDexec’s 2009 forum in Boston, whichenabled sales and marketing executives to come together, share bestpractice experiences and update their strategies, the focus now switchesto what’s happening in Europe.

“An excellent first step to fill an industry gap within the medicaldevice sales and marketing field. The content was rich and diverseand the event was very well organised.”

Philip Rackliffe, Sr. Director, Global Marketing, Baxter Healthcare

We’ve spent months researching the agenda with key industry leaders, sowe’re confident it deals with precisely the issues that are your toppriorities right now.

Leading the discussions will be 20+ senior executives from companiessuch as Hospira, DePuy, Medtronic, Boston Scientific, Covidien – to namebut a few. They are tasked with delivering premium business intelligencethrough case studies and best practice examples – and arming you withthe inside knowledge and tools to take back to the office.

Be part of this key discussion by taking your place amongst the Europeanleaders of the med device sales and marketing community.

I look forward to welcoming you to the event on 17 – 18 March 2010.

Kind regards,

Anna NorthVP Europe MDDexec

PS. Register before 4th December 2009 and you’ll save €600!

The only meeting you’ll need

1) The SpeakersOver 20 senior sales and marketing executives will lead thediscussions over the two days. At this event you will hear from thelikes of Stryker, Covidien, Medtronic, Boston Scientific, Hospira…and many more! You will profit from their vision, and take awaypowerful new strategies and solutions to give fresh impetus to theway you tackle the challenges you face. At MDDexec Europe youwill get insight from the people who are shaping the future of themedical device space.

2) The NetworkingMDDexec Europe 2010 provides you with the perfect opportunity toshare best practice with your industry peers, and debate the latesthot topics on the medical device and diagnostics’ horizon. You’llhave over 12 hours of dedicated networking time built in to theconference, during which you’ll rub shoulders with the sharpestminds in sales and marketing.

3) The TopicsThe conference agenda has been developed through months ofprimary research speaking to senior level sales and marketingexecutives from leading med device companies. We have gone togreat lengths to ensure that we deliver a line up of the hottesttopics specific to people in your position.

4) The Case StudiesLearn through a proven formulary of sales and marketingexamples, with take away best practice techniques. No other eventcan deliver such knowledgeable insights and answers to keychallenges you face.

SALES & MARKETING EXCELLENCE CONFERENCE

17 – 18 March 2010 | Regent’s Park Marriott, London

Dear Colleague,

��Shapes the direction of improved medicaltechnology and health care reform”Ron Rush, VP Sales, Physician Reimbursement Systems, Inc.

Group discounts available, call +44 (0) 207 375 7575 for more information

Summit at a glanceDay One March 17th 2010

Session 1: STRATEGIC OVERVIEW

• Moving from box selling towards a true clinical solutionprovider – a journey

• Lead from the front: Act today to meet tomorrow’sexpectations

• Where there is change there is opportunity: Capitalise on thechanging landscape – and mitigate threats

• Pricing & Reimbursement Offices: Developing sophisticatedstrategies that deliver maximum profit

• The procurement perspective: The UK National Health Service

• Bringing it all together: Futureproofing your European go-to-market strategy

INTERACTIVE WORKSHOP: Go-to-market strategy: How do you get it right?

Day Two March 18th 2010

Session 2: SALES FORCE EFFECTIVENESS

• The importance of sales force effectiveness in a price andquality-sensitive market

• When will the product close? Know when – and how – thedeal will close

• Implementing your value proposition through your salesteams: What’s best practice?

• Today’s sales rep: The changing role and fresh challengesthat must be overcome

Session 3: MARKETING EXCELLENCE

• Is “added value” more than a buzz word? Or can adding valueactually give your products a clear edge?

• Take full advantage of data, segmentation and targeting: Whythis is business-critical in the current climate of a shrinkingsales force and changing legislation?

• Product launches: Achieve market success by driving uptakeand analysing the effectiveness of your competitivepositioning

Visit www.mddexec.com/saleseu2010 for more info

12+ hours of networking

World Class Speakers BDCountry General Manager/Germany SwitzerlandAustria, Matthias Borst

bioMérieuxFull Lab AutomationProgram DirectorArtur Aira

Cook MedicalSales and MarketingDirectorKeith Roland

HospiraDirector of Marketing EMEAMark Harvie

Philips HealthcareVP Sales & MarketingMargrit Lelieveld

Cordis, a Johnson &Johnson companyVP of Marketing Nadav Tomer

CovidieneLearning ManagerAnton Cush

DePuy, a Johnson &Johnson companyVP of MarketingRaphael Pascaud

Boston ScientificVP CRM Marketing, EMEAMarta Antonucci

Medtronic InternationalSales Force EffectivenessManagerJoseph Hartzell

The Barts and the London NHS TrustDirector of Procurement & eCommerceMario Varela

StrykerDirector, MarketingExcellenceBaba Awopetu

Veran Medical TechnologiesDirector of SalesLes Carlson

ZS Associates EuropeManaging PrincipalRohan Fernando

Have you got something to say? Email Anna North on anorth@mddexec.com to learn more about speaking opportunities.

��Speakers were from very prominentpositions in their field, very well respected.Dana Mooney, Educational Program Manager, Synthes

Over 100 leaders and innovators in sales and marketing from medicaldevice companies will be in the same room as you and eager toexchange ideas and share experiences. The design of the eventmaximises networking time with over 12 hours applied over the 2days. The highlight being the networking party after the close ofbusiness on Day One of the summit, 17th March.

Maximise your time at the summit with pre-event networkingWe know that only 2 days to meet the people you want in a conferencewill be pretty tough. That’s why every delegate will be able to networkonline, both pre and post event on the eNetworker – think of it as yourvery own LinkedIn network! So what are you waiting for? Sign-up nowand start meeting those people that can open your eyes to a new wayof thinking.

Session 1: STRATEGIC OVERVIEW

Moving from box selling towards a true clinicalsolution provider – a journey

� Look outside the box: Really understand your care providerrequirements

� How do you overcome the challenge of adapting yourstrategy on a global scale?

� What does it take from both sides – the customer, and your organisation?

Philips Healthcare, VP Sales & Marketing, Margrit Lelieveld

Lead from the front: Act today to meettomorrow’s expectationsThe med device and diagnostic field continues to changedramatically – and the future looks even more dynamic. So howdo you keep focused and on track? It’s all about aligning yourstrategies, processes and people:� Future leaders: What are your immediate challenges – and

what upcoming issues do you need to be alert to?� Who are your customers today?� Who are the customers of tomorrow – and how do you get

their business?� Necessary change within your organisation: How do you

achieve co-worker buy-in?bioMérieux, Full Lab Automation Program Director, Artur Aira

Where there is change there is opportunity:Capitalise on the changing landscape – andmitigate threats

� What’s the best way to identify a fresh range of sales andmarketing opportunities for your particular business – andcash in?

� What’s happening in other industries – and how can youharness their successes?

Stryker, Director, Marketing Excellence, Baba Awopetu

Pricing & Reimbursement Offices: Developing sophisticated strategies that deliver maximum profit

� What are the most important trends in the reimbursement system?

� Why is a cost benefit method for your pricing strategyessential in today’s market – and what essential data isrequired to produce one?

� How easily can you develop reimbursement solutions withcorrect pricing, cost containment and economic arguments?

� What’s the best way to help your customers convince otherswithin their departments?

DePuy, a Johnson & Johnson company, VP of Marketing,Raphael Pascaud

CASE STUDY

The procurement perspective: The UK NationalHealth Service

What – exactly – makes the NHS buy from your company? And why do NHS executives sometimes prefer to do businesswith your competitors? Authoritative answers direct from thehorse’s mouth:

� How is the NHS’s commercial landscape changing?

� Is it really all about the pricing – or are there other factors?

� How can you maximise your procurement-supplierrelationships to keep ahead of the pack?

The Barts and the London NHS Trust, Director of Procurement &

eCommerce, Mario Varela

Bringing it all together: Future-proofing yourEuropean go-to-market strategy

� What are the prime challenges entailed in rolling outconsistent strategies across Europe?

� Is it really necessary – or even desirable – to have adifferent structure in each country?

� How can you respond effectively to the increasing power ofpurchasing in decision-making, whilst continuing topromote clinical demand for your products?

� What are the most common mistakes made whenintegrating commercial or key account reps into a salesorganisation – and how do you avoid them?

ZS Associates Europe, Managing Principal, Rohan Fernando

INTERACTIVE WORKSHOP

Go-to-market strategy: How do you get it right?

This workshop will provide a forum for discussion, with tangibleexamples, frameworks and case studies to help you addressfive key questions:

1 How are your customers changing?

2 Who are the key decision-makers and influencers?

3 Will you still need clinical sales reps in three years’ time?

4 Is the medical devices and diagnostics business destined tobecome driven entirely by purchasing and payers?

5 What’s the optimum mix of clinical, commercial andsupport roles in your sales organisation?

WORKSHOP LEADER:

ZS Associates Europe, Managing Principal, Rohan Fernando

Day One / Conference Agenda / 17 March 2010

Experience networking opportunities that are second to none

Session 2: SALES FORCE EFFECTIVENESS

The importance of sales force effectiveness in aprice and quality-sensitive market

� Territory Management: How can you take market data,resources and uncovered potential to build even morepowerful territories?

� Ways to lift your segmentation criteria to the next level

� What are the most profitable follow-up methods during aselling cycle?

� How to visit the right customers with the right frequency for maximum results

BD, Country General Manager / Germany Switzerland Austria,Matthias Borst

When will the product close? Know when – and how – the deal will close

� What formal steps have to happen once you have a verbalcommitment to close the deal?

� Why is accurate forecasting so vital to the entire organisation?

� How do you structure your forecast as well as your salesforce forecast?

Veran Medical Technologies, Director of Sales, Les Carlson

Implementing your value proposition throughyour sales teams: What’s best practice?

� Market-led sales teams: trainee, trainer, marketer, seller– how do you achieve maximum performance from everyteam member?

� What does success look like?

� Learn the secrets of selecting – and applying – the correcttechnology for your sales teams

Covidien, eLearning Manager, Anton Cush

Today’s sales rep: The changing role and freshchallenges that must be overcome

� How can you turn your reps can into a hospital team’sindispensible ‘flexible resource’?

� Selling is becoming increasingly evidence-based – How areyour reps affected by this trend, and what’s the mosteffective response?

� Why should you place greater emphasis on territorymanagement?

� How can you accurately measure the impact of your salesand marketing messages?

Cordis, a Johnson & Johnson company, VP of Marketing, Nadav Tomer

Session 3: MARKETING EXCELLENCE

Is “added value” more than a buzz word? Or can adding value actually give your productsa clear edge?

� Can added value services be made to pay their way?

� Do they really bring you closer to your customers?

� How can you combine your product offerings in the most effective way?

� Training and consultancy services: What’s the best route for your organisation?

Boston Scientific, VP CRM Marketing, EMEA, Marta Antonucci

Take full advantage of data, segmentation andtargeting: Why this is business-critical in thecurrent climate of a shrinking sales force andchanging legislation?

� What are the best data sources for your company?

� How do you identify proven strategies that are certain togive your company the knowledge to produce a reliable dataprogram?

� Understand the best way to develop segmentation criteria

� What follow-up methods during a selling cycle are likely tobe most profitable?

� Targeting: How do you get the right messages to the rightcustomers – and avoid over-communicating?

Cook Medical, Marketing Director, Keith Roland

Product launches: Achieve market success bydriving uptake and analysing the effectiveness of your competitive positioning

� What are the primary launch challenges you face – and how can you most easily overcome them?

� How will good resource allocation for launch and re-launchteams cut your costs – and how much will you save?

� Benchmark Metrics: Which are right for your company – and how do you use them to secure competitiveadvantage?

� How can you boost customer loyalty by focusing oncustomer education during the product launch phase?

Hospira, Marketing Director Medical Devices EMEA, Mark Harvie

Day Two / Conference Agenda / 18 March 2010

Fresh perspectives and practical advice you can't afford to miss

Business Opportunities forSolution Providers• Do you have something to offer sales and marketingexecutives?

• Are you confident that you have the best solution on the market?

• Do you want to meet and do business with decisionmakers from the medical device industry?

Highlight your company’s work, raise your profile andnetwork with senior med device decision makers andpeers at this years MDDexec Europe.

Exhibit and network with potential clients and partners,and address delegates via speaking and sponsorshipopportunities.

For more information on the opportunities available,contact Natasha Godbold on ngodbold@eyeforpharma.comor +44 (0) 207 375 7520.

Group DiscountsTake advantage of MDDexec’s unique team discounts.

The more people you bring, the more money yourcompany saves and the more it gains in theknowledge building.

Offers start at buy 3 tickets, Get 1 free!

Contact Anna North for more details on +44 (0) 20 7375 7575or email anorth@mddexec.comto make big savings!

4 EASY WAYS TO REGISTER CALL: +44 (0) 20 7375 7575

FAX: +44 (0) 20 7375 7576

EMAIL: anorth@mddexec.com

ONLINE: www.mddexec.com/saleseu2010

Reserve your place today at www.mddexec.com/saleseu2010

��The pharma industry has had numerous events that focus on their needs... finally, this event filledthe need for a conference dedicated to the specificneeds of sales and marketing professionals in themedical device industry.GHX, Executive Director of Sales, Mark Lagunowich

� CEO/Managing Director/General Manager

� Head of Marketing/Marketing Director

� Commercial & Marketing Manager

� Brand Manager / Product Manager

� PRESS

� Consultants/Solution Providers

2009 US Attendee Breakdown

Over 200 attended our US event in 2009, here area few of the companies who were there:

� Johnson & JohnsonHealthcare Systems

� Medtronic

� Apria Healthcare

� Covidien

� Rcadia Medical Imaging

� Cook Medical

� Baxter

� Cordis

� Stryker

� PredictiveBiosciences

� Monogrambio

� Namsa

� Ferrosan

� Nutrasource Diagnostics

� Raumedic

� Neurometrix

� Genzyme

Join our dedicated LinkedIn Group at www.linkedin.comGroup Search: Medical Device & Diagnostics Executives

FAX THIS FORM BACK TO +44 (0) 20 7375 7576

Staying in London?You are encouraged to extend your stay inLondon either before or after the summit, andyou are more than welcome to bring a partner.We've negotiated special rates at the Regent'sPark Marriott so why not treat yourselves?

For further information visitwww.mddexec.com/saleseu2010/venue.shtml

Three Simple Steps to Register Now!

TERMS & CONDITIONS Places are transferable without any charge. Cancellations beforeFebruary 17th 2010 incur an administrative charge of 25%. If you cancel your registrationafter February 17th 2010 we will be obliged to charge the full fee. Please note – you mustnotify MDDexec in writing of a cancellation, or we will be obliged to charge the full fee. The

organisers reserve the right to make changes to the programme without notice. All pricesdisplayed are exclusive of VAT unless otherwise stated but, VAT will be charged, whereapplicable, at the prevailing rate on the invoice date and the relevant details will appear onthe invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT

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FOR MED DEVICE & DIAGNOSTICSCOMPANIES

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Platinum Pass� Two day full access pass� Access to all workshops� Full event recording� Intelligence Report

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Gold Pass� Two day full access pass� Access to all workshops� Full event recording

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FOR SOLUTIONPROVIDERS &CONSULTANTS

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EarlybirdPrice

Save €300

Register by 15 Jan 2010

StandardPrice

Platinum Pass� Two day full access pass� Full event recording� Intelligence Report

�� €2,195+VAT

�� €2,495+VAT

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Gold Pass� Two day full access pass� Full event recording

�� €1,895+VAT

�� €2,195+VAT

�� €2,495+VAT

Silver Pass� Two day full access pass �� €1,695

+VAT�� €1,995

+VAT�� €2,295

+VAT

� Pricing and Reimbursement:Develop sophisticated strategies that delivermaximum profit

� Launch phase strategy: Find out how tofuture-proof your European go-to-market plans

� ‘Added value’ services: Discover what addingvalue really means for your products

� The Procurement Perspective: Maximise yourprocurement-supplier relationships to keepahead of the pack

Researched and Developed by

SAVE €600Register before

4 December2009

Benchmark your marketing strategies against our

EXPERT SPEAKERSincluding:

MEDIA PARTNERS:

Interactive workshops + Hard-hitting keynotes + Case studies + Excellent networking opportunities

��Very well managed.Key note speakers deliveredvery informative insight”Rudi Gall, Managing Director, Raumedic

MEDICAL DEVICES & DIAGNOSTICS

Sales and MarketingExcellence 2010Grow and retain talent, respond to the changing healthcareenvironment and sustain high growthTwo day conference I 17-18 March 2010 I Regent’s Park Marriott, London