Pharmaceutical Track
Transforming Pharmaceutical Sales and Marketing Through Information and Analytics

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In today's constantly shifting business environment, pharmaceutical companies are searching for innovative ways to establish and maintain relationships with healthcare providers and patients. They realize that innovation will be the key to maximizing the effectiveness of their sales and marketing spending.

Join us in San Antonio for a unique opportunity to hear industry experts explain how the power of information and analytics can help you transform the way you do business – giving you the ability to understand and predict the true impact of promotional activities on sales results.

The ability to make informed, high-stakes decisions using insights gleaned from information and world-class analytics can greatly increase the commercial potential of your medications. Don't miss this chance to learn from your peers and delve into the latest strategies for turning your commercial operations organization into a market leader.

Featured presenters include:

• Accenture
• IMS Health

Find out about related presentations taking place at the SAS Global Forum.

SESSIONS

11:00 a.m.	Enabling High Performance Through the Marketing and Sales Function in the US Biopharmaceutical Industry Kingston Smith, Accenture Given the challenges faced by biopharmaceutical companies – generic competition, falling R&D productivity, pipeline shortfalls, pricing pressures and hostile regulatory environments – it's not surprising that the industry’s overall performance has suffered, and investor confidence has slumped. The future will bring even more change, and we will see a continuous evolution in the way companies market their products. A large promotional budget and hard-hitting sales force will no longer define high performance in biopharmaceutical marketing and sales. High-performance companies will need to transform their operating models, nurture talent and build new capabilities. The current commercial operating model evolved from the phenomenal growth of the 1990s that fueled the salesforce wars of the time. Accenture’s industry knowledge and research suggest that the biopharmaceutical industry has reached an inflection point – a juncture at which an organization must begin to move away from the old ways of doing business to the new in order to remain competitive. In this presentation, Kingston Smith will discuss successful strategies for managing the transition to the new reality in marketing and sales.
1:45 p.m.	Understanding the Dynamics of a Transforming Pharmaceutical Industry Diana Conmy, IMS Health Join Diana Conmy for this session highlighting the driving forces that are shaping the dynamic pharmaceutical industry. Unprecedented transformation marked 2007, and the challenges are mounting: Cost-containment measures, including reference pricing, across-the-board price cuts and payers limiting access to medicines. Heightened safety issues and their potential ramifications, such as post-launch monitoring. Pressure on traditional distribution systems and wholesaler consolidation. The session will cover accelerators and suppressors of growth and resulting forecasts in detail. Conmy will also discuss significant events – "harbingers of change" – in the market that IMS believes are signs of further changes to the commercial pharmaceutical model.
3:15 p.m.	Transforming Pharmaceutical Sales and Marketing Through Information and Analytics Patrick Homer, SAS History will likely cite 2007 as the most challenging year that the pharmaceutical industry has had to face, resulting in the first major change and restructure of sales and marketing operations. The forecast for the future is continued radical change. To embrace these changes, a new commercial model needs to be developed, as the days of "want more sales, employ more sales representatives" and traditional marketing techniques are over. We can no longer second-guess the relationships that exist between sales and promotional activities. A more intelligent response lies ahead, driven by deeper market insight and models to optimize business potential. In this presentation, Patrick Homer will review how the European pharmaceutical industry is transforming to the new commercial model – using salesforce excellence initiatives and predictive analytics to forecast with certainty the performance of the existing sales resources and to optimize the likely returns of plus plan investments.

SPEAKERS

Diana Conmy
Corporate Director of Market Insights
IMS Health

Diana Conmy

Diana Conmy’s 15-year tenure at IMS has been marked by a long list of achievement awards for her consultation with many types of pharmaceutical clients and her keen understanding of their sales, marketing and support functions. Her account management experience all comes to bear on her current position.

Conmy develops and delivers IMS’ strategic management reviews, presentations that provide insight on key trends in the United States and global markets based on IMS information sources and industry intelligence. Conmy thus represents IMS from the podium at many executive meetings and delivers the added value of IMS’ broad industry perspective.

Previously, Conmy was Senior Account Director, leading the account and service team dedicated to supporting a major pharmaceutical company; she first served as that client’s on-site consultative support. In earlier account management positions, Conmy was responsible for providing market research and managed care information services to a broad array of clients.

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Patrick Homer
Life Sciences Sales and Marketing Practice Principal
SAS

Patrick Homer

Patrick Homer recently joined SAS as Life Sciences Sales and Marketing Practice Principal after nearly 20 years of experience in the commercial field of the pharmaceutical industry. At SAS, Homer is responsible for introducing sales force effectiveness strategies, predictive analytics and dashboard technologies into the sales and marketing divisions of life sciences organizations.

Prior to joining SAS, Homer was a business development director at Innovex Limited, the commercial division of Quintiles, providing outsourced salesforce solutions and salesforce effectiveness initiatives to the pharmaceutical and healthcare industry. Homer has also worked as a national sales manager, building and running four national sales teams.

Over the course of his career, Homer has worked on more than 70 outsourced salesforce projects from more than 30 customers and has played a leading role in introducing salesforce effectiveness strategies, predictive analytics and dashboard technologies to his clients. He holds a master’s degree in business administration, with majors in strategy and marketing, from University College of Cardiff Business School and a bachelor’s degree in microbiology from University College of Swansea.

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Kingston Smith
Customer Strategy Development
Accenture

Kingston Smith

Kingston Smith leads Accenture’s Life Science Commercial Analytics Practice. He has more than 15 years of experience in the field.

At Accenture, Smith focuses on helping pharmaceutical clients build analytical capabilities through internal and outsourced delivery models across the range of commercial analytics. Prior to joining Accenture, Smith was the Senior Director of Business Insights at TAP Pharmaceuticals, a Business Insight Director at AstraZeneca Pharmaceuticals and a Management Consultant at ZS Associates.

Over the course of his career, Smith has implemented a wide variety of commercial analytics solutions across dozens of pharmaceutical and medical product companies. He holds an MBA with concentrations in econometrics and statistics from the University of Chicago and a bachelor’s degree in economics and communications from Northwestern University.

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