MedForce Europe 2018

June 06-June 07, 2018

Grand Elysée | Hamburg

Contact Us: 44 (0) 2073689894

2017-day-1

Day 1

08:00 AM - 08:45 AM Registration and welcome coffee

08:45 AM - 08:50 AM Welcome Remarks

Richard Mill, Conference Director, MedForce Europe 2017



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Torsten Müller

Head of Commercial Strategy & Operations
Carl Zeiss Meditec

Redefining Commercial Excellence

09:00 AM - 09:20 AM KEYNOTE PRESENTATION: Exploring new commercial models: How can you respond to the increase in number of stakeholders involved in the decision purchasing process?

Markus Ochs, VP & GM, Trauma & Extremities, Europe, Stryker
Markus has 25 years experience within marketing and sales management of medical devices. His responsibilities include managing multi-cultural teams and direct and in-direct sales organisations. Markus shares his valuable insight on the following topics:

  • Who are the stakeholders today and tomorrow?
  • What are the individual needs of each?
  • Which commercial models exist to best meet the needs of a complex decision making unit?
  • What are the capabilities and talents that are needed within these commercial models?

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Markus Ochs

VP & GM, Trauma & Extremities, Europe
Stryker

09:20 AM - 09:40 AM CASE STUDY PRESENTATION: How to tailor your product in the right way, for the right customer, at the right time to ensure successful market access whilst remaining agile in a changing environment

Juergen Kelch, Senior Director Commercial Operations Acute Care, Getinge Group
With more than 20 years experience in medical devices & disposables in global product management, marketing and regional sales, Jürgen is currently heading commercial operations for all acute care products at Getinge for Europe, Middle East & Africa.

  • Do more with less: Purchase department gaining buyer influence
  • No product without data exchange: Biomedical department gaining buyer influence
  • Trend towards commoditization: How to prevent price erosion
  • Key considerations for product customization: What's possible and what are the limitations?
  • How to tailor the clinical training setup
  • How to customize your financial payment model

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Juergen Kelch

Senior Director Commercial Operations Acute Care
Getinge Group

09:40 AM - 10:20 AM ALL STAR PANEL: What optimal pricing strategies can enable you to maintain profit margins and ensure product innovation?

Matthias Brumm, President & CEO, Meyra Martijn Hartjes, Head of Global Product Marketing MRI, Philips Healthcare Veerle d'Haenens, Director Commercialization Therapeutic Systems EMEA, Terumo BCT
  • Selecting the right product positioning from the start: Product features and the competitive landscape
  • How to effectively price to different customers: Size and payment behaviour
  • Assessing different discount policies: Which to use and when
  • How to enhance interaction with product management
  • Securing pricing in a new customer segment through value creation to the right targets
  • Financing models to support customers in the conversion to a new technology platform
  • Customer centric pricing using a cross-business unit profitability analysis tool
  • Assessing differentiation of distributor pricing in function of the collaboration model

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Matthias Brumm

President & CEO
Meyra
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Martijn Hartjes

Head of Global Product Marketing MRI
Philips Healthcare
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Veerle d'Haenens

Director Commercialization Therapeutic Systems EMEA
Terumo BCT

10:20 AM - 10:40 AM CASE STUDY PRESENTATION: Modern commerce: Prepare your business for the future

Michael Immenschuh, Vice President, Strategic Consulting EMEA, PROS
Michael's main responsibilities include: Leading a structured discovery processes, delivering a point-of-view on sales challenges, driving solution demonstrations, and constructing compelling value cases to show prospects how they make money with PROS software; Providing thought leadership around pricing & CPQ best practices at industry conferences, delivering speaking engagements; and participating as an 'expert' in social media & managing a highly experienced team of pricing & CPQ experts from key focus industries.

  • The buyer experience and maturity has dramatically changed: B2B customers expect the same buying experience seen and used in B2C
  • B2B customers want to float seamlessly across multiple sales channels, they want to serve as much as possible themselves, they are expecting price transparency and frictionless interactions - every time
  • This presentation will outline which modern commerce capabilities are needed to be prepared and to sustain success within the MedTech world

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Michael Immenschuh

Vice President, Strategic Consulting EMEA
PROS

10:40 AM - 11:20 AM Morning networking break

11:20 AM - 11:40 AM CASE STUDY REVOLUTION: Understanding your non-clinical customer: How should the changes in the decision making unit influence your commercial strategies?

Torsten Müller, Head of Commercial Strategy & Operations, Carl Zeiss Meditec
At Zeiss Meditec Torsten Müller is responsible for sales companies of China, India, Brazil and Mexico. He is also in charge of sales processes, methodology and training. Before that he was a Management Consultant at Simon, Kucher & Partners which encompasses strategy, marketing, pricing and sales.

  • Building an understanding of customer's business realities
  • Learning to speak in value
  • Knowing the customer's processes and speaking their language

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Torsten Müller

Head of Commercial Strategy & Operations
Carl Zeiss Meditec

11:40 AM - 12:00 PM CASE STUDY PRESENTATION: Rethinking business reviews: Replacing the crystal ball with solid predictors of future performance

Stefano Zanetti, Commercial Director, Edwards Lifesciences
Stefano has a successful track record in various sales and marketing roles with market leading companies and work experience in Europe, USA and Japan. INSEAD MBA with particular expertise in: MedTech market in various sales and marketing leadership roles with P&L responsibility; Salesforce effectiveness through solution selling, health economics and CRM-based approach; Upstream and downstream marketing with focus on portfolio strategy and product launches.
  • Stop looking at past results to predict future performance
  • Opportunity management as key indicator of sales success
  • Leverage technology to optimize sales and marketing interaction

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Stefano Zanetti

Commercial Director
Edwards Lifesciences

12:00 PM - 12:20 PM CASE STUDY PRESENTATION: CPQ and tender management: How can I optimise my commercial strategy?

James Robinson, Director of Industry Solutions for Europe, Model N
James is the director of solutions for revenue management, helping companies to optimize their end-to-end revenue lifecycle. His specialties include: Revenue management and analysis, pricing strategy, execution and compliance, configure, price quote, contract and tender management, international reference pricing and parallel trade, rebates and incentives, channel/distributor management and sales & revenue forecasting.

  • Prioritising and targeting the best business opportunities is crucial for medical device companies to create an optimal offering strategy while controlling and minimising discounting
  • It is critical for global pricing, commercial and marketing leaders to standardize their prices configuration, quotes and tender processes with best practices
  • The adequate solutions will lead to new business and optimal deal structures resulting in higher revenues and margins

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James Robinson

Director of Industry Solutions for Europe
Model N

Lunch

12:20 PM - 1:30 PM Networking lunch

Invitation Only Workshop

12:20 PM - 1:30 PM INVITATION ONLY SYNERGY WORKSHOP: How to use digital to get better results from your customer engagement

Lars U. Diemer, Chief Executive Officer, Agnitio , , Paul Tunnah, Chief Executive Officer, Pharmaphorum
  • Understand how pharma employs digital within a highly-regulated environment

  • Explore how digital solutions can support the changing stakeholder and regulatory landscape in medtech

  • See real-life examples of how digital transforms customer relationships

  • Bringing it all together: How value-adding digital services can optimise commercial opportunities


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Lars U. Diemer

Chief Executive Officer
Agnitio
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Paul Tunnah

Chief Executive Officer
Pharmaphorum

STREAM A - Driving Sales Force Effectiveness

1:30 PM - 2:20 PM CASE STUDY REVOLUTION: How to accurately measure rep performance and make effective tactical management decisions

Christian Popp, Director Training and Development, Medtronic
  • Comparing and contrasting sales training vs. sales performance development
  • Connecting performance tracking with commercial operation processes and tools
  • Using sales performance analysis to decide on coaching and training actions
  • Understanding limitations and risks of the methodology Christian Popp, Director Training and Development, Medtronic

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Christian Popp

Director Training and Development
Medtronic

STREAM B - Digital Marketing Innovations

1:30 PM - 2:20 PM CASE STUDY REVOLUTION: How to effectively measure and demonstrate ROI of a digital marketing campaign

Christian Lindknud, Senior Global Business Manager, eBusiness and Strategic Initiatives, Fujirebio E
  • An eMarketing ecosystem that works
  • How to empower and surprise your sales and marketing teams through marketing automation
  • The importance and hidden challenges of setting your lead waterfall to flow

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Christian Lindknud

Senior Global Business Manager, eBusiness and Strategic Initiatives
Fujirebio E

STREAM C - INTERACTIVE WORKING GROUPS

1:30 PM - 2:20 PM SYNGERY WORKSHOP: How to strengthen your relationship with distributors using joint business planning and mutual target setting

Matthias Brumm, President & CEO, Meyra Richard Zeissig, Director Global Sales and Marketing, Waldemar Link
  • How are medical devices are regulated in the EU?
  • What does the new Medical Device Regulation (MDR) mean for the industry?
  • MDR implementation: Challenges facing the industry, regulators and notified bodies
  • Impact of the MDR on commercial teams

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Matthias Brumm

President & CEO
Meyra
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Richard Zeissig

Director Global Sales and Marketing
Waldemar Link

STREAM A - Driving Sales Force Effectiveness

2:20 PM - 2:40 PM CASE STUDY PRESENTATION: Power to the people - SFEs final frontier

Matt Scheitlin, Associate Principal, ZS

We all know that we need to drive more localized decision-making in today's healthcare environment, however, medtech has shied away from enabling our sales force because we've been unwilling to deal with the consequences of giving control to people who are unprepared. This talk will deal with how to better empower people in the field to make decisions while ensuring that the appropriate centralized guardrails and process are in place to track, monitor, and adapt.


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Matt Scheitlin

Associate Principal
ZS

STREAM B - Digital Marketing Innovations

2:20 PM - 2:40 PM CASE STUDY PRESENTATION: What are the 5 key elements of a successful digital marketing strategy?

Nikolas Rizos, European Digital Marketing Lead, Edwards Lifesciences
  • Is it about the drive of the organisation?
  • Is it about knowing well your customer?
  • Is it about being agile and embracing new digital channels/tools/ tactics?
  • Is it about measuring and analysing benchmarks?

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Nikolas Rizos

European Digital Marketing Lead
Edwards Lifesciences

STREAM C - INTERACTIVE WORKING GROUPS

2:20 PM - 2:40 PM Session continued

2:40 PM - 3:10 PM Afternoon networking break

STREAM A - Driving Sales Force Effectiveness

3:10 PM - 3:50 PM ALL STAR PANEL: How to establish the right talent mix in your sales force: What are the key skills you should look for in new recruits?

Markus Ochs, VP & GM, Trauma & Extremities, Europe, Stryker Robert Bell, Head of Global Market Development, Waldemar Link Carl Williams, Director Global Sales Excellence, Sonova Nicolas Mourioux, Head of Sales, Kimal
  • The talent delusion
  • The skills, knowledge and attitude triad
  • Benefits of different backgrounds/sectors
  • Hire the best and things will work out
  • "He's a Sales Guy" - What exactly does that mean?
  • Culture in a distributor landscape
  • Recruiting more of the 20% to impact the majority

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Markus Ochs

VP & GM, Trauma & Extremities, Europe
Stryker
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Robert Bell

Head of Global Market Development
Waldemar Link
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Carl Williams

Director Global Sales Excellence
Sonova
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Nicolas Mourioux

Head of Sales
Kimal

STREAM B - Digital Marketing Innovations

3:10 PM - 3:50 PM OUT OF INDUSTRY CASE STUDY REVOLUTION: Learning from the pharmaceutical industry - What resonates with Payers when it comes to digital marketing?

Nadeem Ashraf, Digital Lead, Medical Affairs & Corporate Affairs, Eli Lilly
The healthcare systems are undergoing a digital transformation that is materially impacting the way Payers evaluate medications, services and technologies. Pharmaceutical companies need to adapt to their changing needs to continue to be successful. How can businesses in healthcare articulate value of digital to Payers with relevant evidence? Lessons learnt from the pharmaceutical industry.
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Nadeem Ashraf

Digital Lead, Medical Affairs & Corporate Affairs
Eli Lilly

STREAM C - INTERACTIVE WORKING GROUPS

3:10 PM - 3:50 PM CREATIVE BOARDROOM: How to maximise opportunities from a changing business model: An evolving and continuous journey

Moritz Fischer, Director of International Marketing, Fresenius Medical Care
  • The evolving role of Medical Affairs: Structure, scope and key responsibilities
  • Physician segmentation - Meeting specific needs: Physicians in training, emerging clinical leaders and tenured physicians
  • Fellows continuum - The unique needs of physicians currently in their final years of training
  • Improving technical proficiency - Creating clinical and educational partnerships
  • Best practices: Cross functional collaboration and podium presence

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Moritz Fischer

Director of International Marketing
Fresenius Medical Care

STREAM A - Driving Sales Force Effectiveness

3:50 PM - 4:10 PM CASE STUDY PRESENTATION: How to target key accounts as one company as opposed to individual business units: Building successful partnerships with customers and working cross-divisional

Jorge Rodriguez, Corporate Account Director EMEA, St Jude Medical
  • Understanding cross divisional selling and evolving from transactional to strategic selling
  • Internal processes to create and be successful with cross-divisional selling
  • Aligning with the clinical and non-clinical stakeholders
  • Develop long term strategic partnerships with targeted accounts

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Jorge Rodriguez

Corporate Account Director EMEA
St Jude Medical

STREAM C - INTERACTIVE WORKING GROUPS

3:50 PM - 4:10 PM GUEST SPEAKER CASE STUDY REVOLUTION: Customer experience in a digital world

Jacinto Llorca, Professional Speaker, Author and Business Consultant - Retail, Marketing & , ESIC: Business & Marketing School

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Jacinto Llorca

Professional Speaker, Author and Business Consultant - Retail, Marketing &
ESIC: Business & Marketing School

STREAM A - Driving Sales Force Effectiveness

4:10 PM - 4:50 PM ALL STAR PANEL: How to retain successful sales reps: What incentive schemes and sales target forecasting tools can you implement?

Juergen Kelch, Senior Director Commercial Operations Acute Care, Getinge Group Matthias Brumm, President & CEO, Meyra Christian Popp, Director Training and Development, Medtronic Jean-Michel Constant, Director Sales Operations EMEA, Terumo BCT
  • Establishing good leadership and in turn keeping good sales reps
  • How to design competitive compensation and benefits schemes
  • Advantages of involving sales reps in defining the company's strategic direction
  • How to identify retention risks and development opportunities in a sales team
  • Experiences with sales target setting: Top down or bottom up?
  • Intrinsic and extrinsic motivation and the opportunities and limitations of bonus schemes
  • Individual vs. team incentives: A delicate balance
  • The importance of SMART objectives

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Juergen Kelch

Senior Director Commercial Operations Acute Care
Getinge Group
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Matthias Brumm

President & CEO
Meyra
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Christian Popp

Director Training and Development
Medtronic
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Jean-Michel Constant

Director Sales Operations EMEA
Terumo BCT

STREAM B - Digital Marketing Innovations

4:10 PM - 4:50 PM Session Continued

OUT-OF-THE-BOX GUEST KEYNOTE

4:50 PM - 5:30 PM TED TALK: Patient-driven innovation - How I repaired my own heart

Tal Golesworth, Technical Director, Exstent
Tal Golesworthy is a Chartered Engineer in combustion and air pollution control R&D - he knows process engineering & process plant. When he needed surgery to repair a life-threatening problem with his aorta, he used his engineering and project management skills to build a multidisciplinary team including engineers, surgeons and radiologists to pioneer a better treatment for aortic dilation. His company now funds the research and development of devices that will help people with aortic dilation avoid major surgery and lifelong drug therapy.

  • Outlining the problem
  • How we built the team
  • Detailing the feasibility project
  • What is the current clinical status?
  • Conclusions and take home messages

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Tal Golesworth

Technical Director
Exstent

5:30 PM - 11:59 PM Networking Drinks Reception

After a busy day of solution-focused sessions, relax and unwind with fellow speakers and attendees. Take advantage of the opportunity to network, share ideas off-line and check out new products and services from innovative solutions providers. Enjoy food, drinks and music!