MEDICAL DEVICE & DIAGNOSTIC SALES TRAINING & DEVELOPMENT

PHOENIX, AZMARCH 8-9, 2012WIGWAM RESORT

Setting Up Today’s Sales Reps for Success through Examining Forward-Thinking Training & Development Technologies, Measuring the

True Impact of Sales Training and Identifying Solutions for Vendor Credentialing

500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com

Richard StahrSenior Director, Sales Education STRYKER ORTHOPAEDICS

Vince PapaleGuest Speaker & Former Professional Football PlayerPHILADELPHIA EAGLES

Thomas ChabraGlobal Sales and Distribution EffectivenessBD

Melinda FisherTraining Director W.L. GORE & ASSOCIATES

Charlie PowersDirector of Sales Operations & TrainingPREDICTIVE BIOSCIENCES

Connie MurrayDirector, Sales Training & DevelopmentB. BRAUN MEDICAL

Dr. Christopher SeglerCEOTARSAL INSTRUMENTS, LLC

Nigel HircockFormer Senior Director of Training & LeadershipEBD, COVIDIEN

Kimberly WalkerSenior Director Global Training & DevelopmentWRIGHT MEDICAL TECHNOLOGY

Joseph KnightVice President Sales and MarketingMAQUET SURGICAL

Nick LevandowskyDirector, U.S. Laser Refractive DivisionABBOTT MEDICAL OPTICS

Denise BradfordOnline Training Specialist, Project CoordinatorDEPUY SPINE, A JOHNSON & JOHNSON COMPANY

Rhett SuhreChair, AdvaMed Legal CommitteeHCIR CREDENTIALING WORKING GROUP

Linda OtisTraining ManagerTELEFLEX MEDICAL, VASCULAR DIVISION

Phillip NealVice President of Business Development MAESTRO eLEARNING

Bob RiefstahlFounder & Principal 2WIN! GLOBAL

THIRD ANNUAL

DISTINGUISHED PRESENTERS INCLUDE:

Conference Sponsors: Media Partners:

P E R F O R M A N C E PA R T N E R S

Sharon YoonDirector of Education & Sales Support TOSHIBA AMERICA MEDICAL SYSTEMS

Sally K. CallihanNational Sales Training Manager / SalesBD DIAGNOSTICS - INFECTIOUS DISEASE

Michele RoelligFormer Credentialing and Online Tools / eLearningSMITH & NEPHEW, INC

Jon MoralesVice President of SalesVENDOR CREDENTIALING SERVICE

Kevin ConnorPresidentVERIREP

Todd ZauggCEO & FounderMATRIX ACHIEVEMENT GROUP, LLC

Richard DickersonVistage Speaker, Executive Sales Coach THE BROOKS GROUP

Jennifer NickleDirector of Credentialing Consulting VENDORMATE, INC

2:40-2:50 2:55-3:05 3:10-3:20

500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com

CONFERENCE HIGHLIGHTS NOT TO MISS:

10:10 2WIN! GLOBAL BOOK SIGNING

7:30-9:30 CONFERENCE NETWORKING DINNER

COCKTAIL RECEPTION SPONSORED BY MATRIX ACHIEVEMENT GROUP

11:40 GROUP BREAKOUT SESSIONS

2WIN! Global’s Bob Riefstahl will do a book signing on day one of the conference at the first cof-fee and networking break following his opening session. Bob’s book “Demonstrating to WIN!” is considered the “The Indispensable Guide for Demonstrating Complex Products!” Bob, au thor and founder of 2WIN! Global, spent over 20 years documenting and analyzing product demon strations. In the book, Bob talks about “Demo Crimes” providing both an entertaining and education al per-spective of what “not to do” in a product demonstration. Please stop by for your signed copy!

Are you curious as to how the conference sponsors could potentially benefit your sales training and development efforts? The sponsorship networking break and live demo presentations were designed to provide attendees with an enhanced opportunity to network with industry peers and leading vendors to gauge possible opportu-nities and solutions. The live demo presentations will provide attendees with a 10 minute glance into cutting edge solutions specific to the medical device and diag-nostic industry. Please join the following companies at their booth space for a live demonstration:

In order to address the most current sales training challenges and forward thinking solutions, at-tendees were recently asked to identify challenges they wish to discuss in smaller focused groups. From there, conference organizers selected volunteer moderators to lead and facilitate each breakout discussion. Through this format, all attendees, speakers and sponsors become active participants, allowing for better exchange of ideas, peer-to-peer learning, and open discussion.

THURSDAY, MARCH 8

FRIDAY, MARCH 9

iPad Give Away!

Proficient Learning provides business-to-busi-ness sales training solutions for the medical de-vice and diagnostic markets. We look forward to meeting you and talking about your business priorities and training needs that are “on your whiteboard”.

Visit our booth to see how we can help you “exceed your expectations” for finding performance solu-tions. Matrix is the leading medical device training company with over 13,000 sales people and 1,400 managers trained. Our proprietary and synthe-sized “end to end” solutions provide a customized and maximized result for your sales force. Stop by to learn more about mobile sales force develop-ment and receive a lottery ticket to win an iPad!

Meet and Greet with VINCE PAPALE, Guest Speaker & Former Professional Football Player for the PHILADELPHIA EAGLES

Vince Papale’s journey from a 30-year old teacher and part-time coach, with no college football experience, to team captain of the Philadelphia Eagles is a story that’s been captured in print and in the award winning motion picture Invincible. Vince Papale brings a mes-sage from the heart that has been fulfilled through experience. Vince is a great storyteller who is able to use his story to motivate, encour-age and equip your organization and staff.

P E R F O R M A N C E PA R T N E R S

Located on the Sachem Terrace

5:15-6:15

2:30-3:30

Located on the Wigwam Lawn & Patio*Please note that the dinner will include a cash bar

SPONSORSHIP NETWORKING BREAK & LIVE DEMO PRESENTATIONS

DOWNLOAD THE FREE Q1 CONFERENCE APP FOR YOUR iPADThrough the Q1 conference App, attendees are able to following along with speaker presenta-tion slides, submit questions to speakers and panelist anonymously, access the full attendee list, review speaker biographies, participate in the industry survey and provide speaker and con-ference feedback. To get the App:1. Open the App store on your iPad2. Search for Q1 Productions3. Download the App

Available on the iPad onlyDon’t have an iPad? No worries. All the information is also included on your flash drive.

iPod Shuffle Give Away!

Visit the Proficient Learning booth and register to win an iPod Shuffle!

7:30 CONFERENCE REGISTRATION & MORNING COFFEE

8:20 CONFERENCE WELCOME & CHAIRPERSON OPENING REMARKS

8:30 FINDING THE VALUE! INCREASING SALES EFFECTIVENESS THROUGH ENGAGING THE RIGHT PEOPLE WITH THE RIGHT MESSAGE Your sales teams know your product and technology through the substan-tial and meaningful training they receive on its functionality and the inherent benefits the solutions contain. This engaging session will provide techniques that enhance that knowledge, as the real opportunity lies with your ability to differentiate your solutions by finding “the hidden value that lies in your customer’s mind and in their financial metrics”. You will leave with a number of valuable techniques that can be put into place immediately following the conference. Specifically, we will address: • How to unearth hidden value & engage decision makers• Shortening sales cycles using more focused, pin-pointed demonstrations• Increasing deal sizes by better illustrating value to the prospect • Reinforcing & complementing existing sales processes Bob Riefstahl, Founder & Principal 2WIN! GLOBALJoseph Knight, Vice President Sales and MarketingMAQUET SURGICAL

9:20 BD CASE STUDY: SETTING UP REPS FOR SUCCESS THROUGH INTEGRATION OF THE COMPETENCY MODEL & SALES ACADEMY Competency modeling has long been a part of sales training and develop-ment in the medtech industry as trainers seek to determine specific core competencies that are characteristic of high performance. Taking this a step further and thinking outside the box, Becton Dickinson has achieved success through the integration of the sales competency model with the BD Sales Academy. Through linking these two platforms together BD was able to bridge gaps creating a focused and unified training platform centered on coaching, assessment, performance development and business objectives. Thomas Chabra, Global Sales and Distribution EffectivenessBD

10:10 COFFEE & NETWORKING BREAK

10:30 NOT ROI: MEASURING THE TRUE IMPACT OF SALES TRAINING BEFORE, DURING AND AFTERThe challenge of identifying return on investment for sales training initiatives has been discussed time and time again, yet rarely delivers the information promised. Linking profit margins with specific training methodologies has proven to be a complex task and one many device and diagnostic companies have yet to isolate and confirm. It has been suggested that certain areas of sales training cannot be calculated using traditional ROI metrics and in order to recognize the true impact of sales training, key assessments before, during and after training must be considered and evaluated.• Screening, testing & assessment best practices• Identifying which objectives are quantifiable and which are not• Retention of knowledge: Pre & post test• Measuring impact through changed behaviors• Group share opportunity: How are you measuring ROI?Kimberly Walker, Senior Director Global Training & Development WRIGHT MEDICAL TECHNOLOGY

11:20 LEADING WITHOUT AUTHORITY: INFLUENCING SALES REPS DURING TRAINING & DEVELOPMENT To be an effective sales trainer demands an important skill set - leadership without authority. While sales trainers typically do not have reps reporting directly to them, they do have to provide leadership and constructive criticism to sales reps during times of training and development. To lead without au-thority can be a difficult skill to develop and execute while working with reps both in the classroom and in the field. Through mentoring, trainers can lead by example and coach sales reps to reach their full potential.Richard Stahr, Senior Director, Sales Education STRYKER ORTHOPAEDICS

12:10 LUNCHEON FOR ALL ATTENDEES, SPEAKERS & SPONSORS

1:30 CONFERENCE WORKSHOPS: Workshops will explore key sales training and development principles, methods and lessons learned through interactive and engaging presentations and activities. WORKSHOP #1: KEY TRAINING CONSIDERATIONS: UNDERSTANDING THE LINK BETWEEN EMOTIONAL INTELLIGENCE & SALES PERFORMANCE Achieving sales success in today’s dynamic healthcare environment requires salespeople to possess a competitive advantage over competition. Medical device and diagnostic companies spend millions each year on the training and development of a sales force, yet if a rep is unproductive or unsuccessful in the field, an organization can face financial losses and market momentum. In recent years, there has been an amplified focus on the correlation between emotional intelligence and sales performance, particularly as a number of academic research studies have found emotional intelligence to be positively linked with sales performance. This workshop will explore: • Applying emotional intelligence considerations into training platform• Training and utilizing emotional intelligence to: • Strengthen influence, trust, communication and accountability • Identifying needs & wants of the customer/decision maker • Understand emotions and gain more emotional awareness • Using emotional intelligence to build relationships with customersSharon Yoon, Director of Education & Sales Support TOSHIBA AMERICA MEDICAL SYSTEMS

WORKSHOP #2: DESIGN, DEVELOP AND DEPLOY A SUCCESSFUL NEW HIRE TRAINING PROGRAM THAT RETAINS REPS In an industry where technology is constantly evolving and regulations are ever-changing it can be extremely difficult to attract and retain top sales tal-ent. Traditionally, medtech organizations have focused on retaining sales staff through competitive compensation, incentives, rewards and recognition programs. In recent years, there has been a shift as many medtech organiza-tions begin to explore how to design, develop and deploy a strategic sales training program that better supports new hires, aligning them for long-term success and ultimately leading to higher rep retention. This interactive and engaging workshop will examine how one organization was able to improve new hire retention through the redesign and execution of sales training. • Key steps in deploying a new hire/on-boarding training program • Best practices in coaching and field training • Considerations of the competency model & emotional intelligence Linda Otis, Training ManagerTELEFLEX MEDICAL, VASCULAR DIVISION

2:30 SPONSOR NETWORKING BREAK & LIVE DEMO PRESENTATIONS

3:30 EXPLORING SALES TRAINING POSSIBILITIES FOR THE VIRTUAL CLASSROOMMedical device and diagnostic companies operate on a global basis with reps located across the world and as a result, sales training through the traditional classroom style can be quite costly and time consuming. To cut back on costs and travel time, many organizations have begun to utilize online virtual class-rooms. For training professionals, identifying the right virtual platform and executing sales education through this forward technology can be an over-whelming task. Through demonstration and case study examination, this ses-sion will explore comparisons between different virtual-classroom software tools and how they can best be utilized in sales training.• Overview: Standard features of virtual classroom software products• Augmentation of sales training from traditional to virtual classroom• Sales specific virtual training capabilitiesMelinda Fisher, Training Director W.L. GORE & ASSOCIATES

4:20 IS YOUR SALES FORCE READY? THEY HAVE A NEW COMPETITORThe economic pressure being exerted on hospitals is creating a dynamic and challenging selling environment. The capital budgets and operating budgets have merged and created a new level of competition: anyone selling anything into the hospital. Sales people are losing opportunities that disappear into a “black hole” and resort to “discounting” as a selling strategy. Throughout the U.S. and across the world, economic analysis is increasingly being used as part of the decision making process in healthcare. Sales opportunities are un-der the microscope of multiple non-clinical decision makers. Through under-standing the changing role of healthcare economics and its impact on selling environments, sales training professionals can best align their educational platform for the future and give the sales force the skills necessary to succeed.• The emergence of accountable healthcare organizations• What are the new “languages of value”?• What do hospital executives want from you?• What are the three new skills necessary to win?Todd Zaugg, CEO & Founder, MATRIX ACHIEVEMENT GROUP, LLCNigel Hircock, Former Sr. Director of Training & Leadership, EBD, COVIDIEN5:10 CLOSING REMARKS AND DAY ONE CONCLUSION 5:15 OUTDOOR PATIO COCKTAIL RECEPTION 7:30 NETWORKING DINNER FOR ALL CONFERENCE ATTENDEES

DAY ONE / THURSDAY, MARCH 8 / MEDICAL DEVICE & DIAGNOSTIC SALES TRAINING & DEVELOPMENT

500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com

DAY TWO / FRIDAY, MARCH 9 / MEDICAL DEVICE & DIAGNOSTIC SALES TRAINING & DEVELOPMENT

7:30 REGISTRATION & MORNING COFFEE

7:55 DAY TWO WELCOME & CHAIRPERSON OPENING REMARKS

8:00 ANNOYING PEST VS. WELCOMED GUEST: WHAT SURGEONS REALLY WANT FROM SALESPEOPLE Through a humorous presentation style and real-time examples, this insightful session will share the psychological wants of surgical practitioners and how applying these wants correctly can lead to being treated as a trusted advisor. Based on the research of Bill Brooks and Tom Travisano (North American Re-search Institute), this session will reveal what surgeons specifically want from the salesperson, the product, the benefits, the company and the price. Richard Dickerson, Vistage Speaker, Executive Sales Coach THE BROOKS GROUP Nick Levandowsky, Director, U.S. Laser Refractive DivisionABBOTT MEDICAL OPTICS

8:50 USING MOBILE DEVICES IN PRE-TRAINING, TRAINING AND SALES SUPPORTIncreasingly, medtech organizations are finding ways to use mobile devices for learning and sales support. The new tablet technologies can provide an inter-active and engaging experience to learn product and sales content in a whole new way. The mobile platform provides just in time delivery of business critical content anytime and anywhere, which is what our learners expect. Tablet tech-nologies provide learners with “bite size” knowl edge, comprehension, and skill development that will revolutionize how we impact a remote workforce. This case study session will highlight an unmet business need through a mobile learning concept called the Learning Cube with a Curbside Coach tool that en-ables sales representatives to learn or access sales support content. Phillip Neal, Vice President of Business Development MAESTRO eLEARNING

9:40 COFFEE & NETWORKING BREAK

10:00 UTILIZATION OF TOOLS & TECHNOLOGY TO MAXIMIZE SALES FORCE CLINICAL TRAININGThe most successful device and diagnostic sales professionals are those who are able to apply their clinical knowledge of a product to influence and educate clinicians, becoming a valuable clinical resource for their healthcare clients. Teaching sales reps not only how to use a product but also educating them on the unique clinical information is key to standing out in a highly competitive en-vironment. The sheer volume of technical and clinical information that is taught to sales reps during clinical training can be overwhelming, difficult to apply and easily forgotten down the road. Through the development of a sound clinical train-ing platform, medtech companies can execute a product learning format that will result in lasting knowledge and good conversation with clinical customers.• Technologies available for clinical training• Simulation training reps on clinical procedure and knowledge• Training on the transfer of clinical information from rep to the customerConnie Murray, Director, Sales Training & DevelopmentB. BRAUN MEDICAL

10:50 PANEL DISCUSSION: STRATEGIES FOR BEST MANAGING VENDOR CREDENTIALING FOR A SALES FORCE Vendor credentialing can be a time consuming and costly hurdle that will likely continue on a permanent basis for sales reps in the Medtech industry. In light of this, many device and diagnostic companies are beginning to as-sess how they can better support their reps in credentialing efforts so that the registration process does not pose a financial burden as well as take away time in the field. Through discussion, vendor credentialing industry leaders along with medtech organizations will speak to what they have identified as current best practices in managing vendor credentialing along with highlight-ing some key solutions for overcoming this continuous obstacle.• Tips and tools for streamlining the credentialing process• Opportunities for managing different vendors• Supportive strategies & software Rhett Suhre, Chair, AdvaMed Legal CommitteeHCIR CREDENTIALING WORKING GROUPMichele Roellig, Former Credentialing & Online Tools / eLearningSMITH & NEPHEW, INC Kevin Connor, President VERIREP Jennifer Nickle, Director of Credentialing Consulting VENDORMATE, INCJon Morales, Vice President of SalesVENDOR CREDENTIALING SERVICE

11:40 GROUP BREAKOUT SESSIONSIn order to address the most current sales training challenges and forward thinking solutions, attendees were recently asked to identify challenges they wish to discuss in smaller focused groups. From there, conference organizers selected volunteer moderators to lead and facilitate each breakout discus-sion. Through this format, all attendees, speakers and sponsors become ac-tive participants, allowing for better exchange of ideas, peer-to-peer learning, and open discussion.12:30 LUNCHEON FOR ALL ATTENDEES, SPEAKERS & SPONSORS

1:30 CONFERENCE WORKSHOPS: Workshops will explore key sales training and development principles, methods and lessons learned through interactive and engaging presentations and activities. WORKSHOP #1: GETTING CREATIVE: EXPLORING OPPORTUNITIES FOR USING THE IPAD TO ENHANCE SALES TRAINING

Sally K. CallihanNational Sales Training Manager / SalesBD DIAGNOSTICS - INFECTIOUS DISEASE

WORKSHOP # 2: THE PHYSICIANS PERSPECTIVE: TRAINING REPS ON UTILIZING SOCIAL MEDIA TO REACH PHYSICIANS & SURGEONSDr. Christopher SeglerCEOTARSAL INSTRUMENTS, LLC

2:20 COFFEE & NETWORKING BREAK

2:40 MARKETING V. SALES TRAINING: BUILDING GOOD RELATIONSHIPS WITH MARKETING TO ENHANCE SALES TRAINING OUTCOMES The ability to sell a medtech product is greatly dependent upon the skill to communicate an effective message to the clientele. With marketing teams spending a great deal of time and energy developing a highly focused, precise and compelling brand message, it is important that this message is under-stood and communicated correctly. This presents a significant challenge for training professionals who are responsible for coaching and communicating the brand message to sales reps. Often, sales trainers feel that marketing does not fully understand the training process or the unique needs and chal-lenges they face. • Working with marketers to develop training coursework• Implementing marketing message into training & before product launch• Understanding how a marketing message applies to the productCharlie Powers, Director of Sales Operations & Training PREDICTIVE BIOSCIENCES

3:30 DOING MORE WITH LESS: EXECUTING A SALES TRAINING eLEARNING PLATFORM TO MEET ANY BUDGETWhether it’s a small company working with a limited budget or a large compa-ny asked to significantly reduce costs, the economic downturn has impacted training departments of all sizes around the world. As a result of tightened budgets and increased cost containment, sales training professionals are faced with yet another challenge: to do more with less. Through expert insight we will examine how to utilize simple, easy to use, yet powerful tools to make engaging, interactive, scenario-driven eLearning within realistic and reason-able cost parameters.• Evaluating all eLearning opportunities to find best fit for your organization • Key tools, templates and self-help eLearning support materials• Utilizing self-help tools, internal consulting and social networking toolsDenise BradfordOnline Training Specialist, Project CoordinatorDEPUY SPINE, A JOHNSON & JOHNSON COMPANY

4:20 CLOSING REMARKS & CONFERENCE CONCLUSION

Q1 Productions. Quality First.