MedForce Europe 2018

June 06-June 07, 2018

Grand Elysée | Hamburg

Contact Us: 44 (0) 2073689894

2017-day-2

Day 2

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


08:50 AM - 09:00 AM Chairman's opening address

Carl Williams, Director Global Sales Excellence, Sonova

Carl Williams

Director Global Sales Excellence
Sonova

Integrating Sales and Marketing and Leveraging Value Added Services

09:00 AM - 09:50 AM CASE STUDY REVOLUTION: How to align your sales and marketing functions in order to strengthen collaboration and drive commercial success

Peter Schuck, VP Global Sales & Marketing, Hartmann Group

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Peter Schuck

VP Global Sales & Marketing
Hartmann Group

09:50 AM - 10:10 AM CASE STUDY PRESENTATION: The growing importance of value added services - How to stay ahead in a competitive environment

Martijn Hartjes, Head of Global Product Marketing MRI, Philips Healthcare
Martijn joined Philips in June 2003 where he held different roles in R&D, project management and the last 8 years in marketing. He holds a degree in Industrial Engineering and is a certified six sigma black belt, more recently he completed the General Management Program (GMP21) at Harvard Business School.

  • Challenges facing our customers today
  • How radiology needs to reinvent itself to address the challenges in healthcare
  • The impact on value creation and value capture for the medical device industry
  • Services and solutions beyond the box

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Martijn Hartjes

Head of Global Product Marketing MRI
Philips Healthcare

10:10 AM - 10:30 AM CASE STUDY PRESENTATION: Effective commercial targeting for MedTech with European hospital level procedure volumes

Ken McLaren, EVP, Medtech Solutions, Decision Resources Group
Ken leads global research and operations teams responsible for delighting customers through the creation of Decision Resources Group's industry leading syndicated research, data and analytics.
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Ken McLaren

EVP, Medtech Solutions
Decision Resources Group

10:30 AM - 11:10 AM Morning networking break

  • Advantages of sales representatives with rewards linked to customer efficiency rather than sales
  • What are the benefits and draw backs on both sides of honest conversations with reps?
  • Looking beyond purchasing and receiving to see the customer perspective
  • Knowing and addressing the needs of people in the clinical environment
  • Why the ultimate customer in the center of all activities should be the patient
  • Clinical perspective in dealing with both the Hospital Trust and suppliers
  • Is it the end of product selling?
  • Solution provider vs. supplier ·· Consultative and proactive approaches
  • Creating value and delivering an intended experience for the customer

Manufacturer : Jean-Michel Constant, Director Sales Operations EMEA, Terumo BCT Hospital perspective: Rob Drag, Gs1 & PEPPOL Programme Manager, Scan4Safety Programme Manager, Salisbury NHS Foundation Trust
Hajo Reißmann, Head of Medical Supply Controlling, University Medical Center Schleswig Holstein

GPO perspective: Bradley Gould, CEO, Prospitalia

Physician perspective: Tim Wells, Consultant Cardiologist, Salisbury NHS Foundation Trust
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Rob Drag

Gs1 & PEPPOL Programme Manager, Scan4Safety Programme Manager
Salisbury NHS Foundation Trust
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Hajo Reißmann

Head of Medical Supply Controlling
University Medical Center Schleswig Holstein
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Bradley Gould

CEO
Prospitalia
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Jean-Michel Constant

Director Sales Operations EMEA
Terumo BCT

11:50 AM - 12:10 PM CASE STUDY PRESENTATION: Bridging the gap between sales and marketing to deliver excellence in customer engagement

Orhan Dayioglu, Sales Productivity Consultant, Showpad
Orhan helps marketers achieve more impact in the field and makes sales reps better engage with customers. In sales management, he supports sales leaders to scale sales excellence in their teams. Looking back to a 20-year history with leading corporates such as Unilever, Vileda and ZEISS, he guides enterprise customers to perfectly align structures, processes and sales enablement technology. Showpad shows how leading medtech companies transform their sales organisations by enabling marketing to deliver better content and sales professionals better engage with customers. Learn how firms like Argen, bioMérieux and Ceterix use sales enablement technology to step change marketing and sales alignment and grow sales productivity.

  • The gap between marketing & sales - who's fault is it?
  • How to help marketing understand what matters in the field and help sales deliver the right message
  • Making content move sales conversation ahead at Ceterix
  • Shortening the sales cycle at Argen
  • Scaling sales excellence at bioMérieux

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Orhan Dayioglu

Sales Productivity Consultant
Showpad

Roundtable 1: Proven methods of effective negotiation training in strategic selling
Wim Stoffelen, Director Sales Training & Development, Abbott

Roundtable 2: How can your marketing function automate workflows in order to create a lean and agile environment for your business your needs
Bruno Dheedene, Senior Manager of Business Enablement, Stryker

Roundtable 3: How can manufacturers work closer with hospitals in order to increase efficiency
Jackie Pomroy, Head of Supply Chain, NHS South of England Procurement Services

Roundtable 4: Managing change, growth and innovation in a commercial environment
Torsten Müller, Senior Director Sales and Commercial Strategy & Operations, Carl Zeiss Meditec

Roundtable 5: Implementation of effective training courses to ensure maximum marketing value
Martijn Hartjes, Head of Global Product Marketing MRI, Philips Healthcare

Roundtable 6: How to leverage medical device identification and traceability requirements, including UDI, from a sales and marketing perspective
Tania Snioch, Director Healthcare, GS1

Roundtable 7: Marketing organisation redesign in response to the changing commercial models
Brian Chapman, Principal, ZS

Roundtable 8: How to be successful with new disruptive technologies within sales and marketing functions
Bernd Helge Schnitzer, Marketing and Business Development Manager, Berendsen

Roundtable 9: What is value based healthcare and what is the impact on sales training? Wally Abiodun, Sales Training Director Commercial Excellence, Medtronic


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Torsten Müller

Head of Commercial Strategy & Operations
Carl Zeiss Meditec
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Wim Stoffelen

Director Sales Training & Development
Abbott
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Martijn Hartjes

Head of Global Product Marketing MRI
Philips Healthcare
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Bruno Dheedene

Senior Manager of Business Enablement
Stryker
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Jackie Pomroy

Head of Supply Chain
NHS South of England Procurement Services
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Tania Snioch

Director Healthcare
GS1
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Brian Chapman

Principal
ZS
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Bernd Helge Schnitzer

Marketing and Business Development Manager Healthcare
Berendsen
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Wally Abiodun

Sales Training Director
Commercial Excellence

1:00 PM - 2:00 PM Networking lunch

STREAM A - Effective and Innovative Sales Training

2:00 PM - 2:20 PM CASE STUDY PRESENTATION: How to tailor your sales strategy around current regulatory and reimbursement challenges

Carsten Schomburg, Sales Director Hospital, Smith & Nephew

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Carsten Schomburg

Sales Director Hospital
Smith & Nephew

STREAM B - Mastering Multichannel Marketing

2:00 PM - 2:20 PM CASE STUDY PRESENTATION: How to better profile and segment your market in order to increase the return of your marketing activities

Claus Essling, Marketing & Sales Director, Hartmann Group
Omnichannel is the new fashion word in retail. A concept that is here to stay and has a strong impact on the business and operative models of retailers. Omni means more than ever to put on your customer's shoes, understand what they need from you, and remove barriers between channels that separate sellers and consumers.

  • Be familiar with recent examples and trends of leading brands turning into omnichannel players, that is, with a single strategy for every channel
  • Break the main myths surrounding e-commerce to take advantage of the opportunities offered by the right integration of channels

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Claus Essling

Marketing & Sales Director
Hartmann Group

STREAM C - INTERACTIVE WORKING GROUPS

2:00 PM - 2:20 PM SYNERGY WORKSHOP: Assessing the impact of the new Medical Device Regulations on sales and marketing functions: How can you fully prepare for the imminent change?

Marlen Suller, Senior Global Marketing Director, Siemens Healthineers
  • It all begins here: The perfect contract
  • Ridiculous price requests: Transparency and creativity is everything!
  • Academic exchange: Distributor training and education ·· Distributor motivation
  • Safe financing: Know your resources and your limits
  • Establishing trust with a combination of modern and traditional communication
  • Reporting and business reviews
  • Reward success

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Marlen Suller

Senior Global Marketing Director
Siemens Healthineers

STREAM A - Effective and Innovative Sales Training

2:20 PM - 2:40 PM CASE STUDY PRESENTATION: How is the shift in buying power influencing commercial strategies? Building strategic partnerships with non-clinical buyers

Wim Stoffelen, Director Sales Training & Development, Abbott
  • Examining the shift in the buying power
  • Understanding your position in the buy-sell hierarchy
  • Defining the key stake holders and their influence level
  • Analysing your personal negotiation style and the one of your customer
  • Developing your health economics and financial knowledge
  • Discovering the partnership expectations
  • Finalising a value proposition to the economical buyer

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Wim Stoffelen

Director Sales Training & Development
Abbott

STREAM B - Mastering Multichannel Marketing

2:20 PM - 2:40 PM CASE STUDY PRESENTATION: Extract maximum value from your CRM: How to effectively manage generated leads and harmonise globally

Ursula Markus, Strategic Sales Management, Hartmann Group

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Ursula Markus

Strategic Sales Management
Hartmann Group

STREAM C - INTERACTIVE WORKING GROUPS

2:20 PM - 2:40 PM Session Continued

STREAM A - Effective and Innovative Sales Training

2:40 PM - 3:20 PM ALL STAR PANEL: How can you get your established sales reps to embrace and leverage digital technology?

Peter Schuck, VP Global Sales & Marketing, Hartmann Group Axel Nordberg, Associate Director Services and Solutions EMEA, Zimmer Biomet , , Bernd Helge Schnitzer, Marketing and Business Development Manager Healthcare , Berendsen
  • What are the prerequisites in a company in order to enable this: Management buy in, the DNA of a company, culture and market segments

  • Do the salesforce feel the sense of urgency? We can train them but do they know why they need to do this?

  • How to use digital technology as an important leadership tool

  • Advantages and disadvantages of modern digital technology

  • What needs to be in place in your company in order to successfully implement this?


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Peter Schuck

VP Global Sales & Marketing
Hartmann Group
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Axel Nordberg

Associate Director Services and Solutions EMEA
Zimmer Biomet
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Bernd Helge Schnitzer

Marketing and Business Development Manager Healthcare
Berendsen

STREAM B - Mastering Multichannel Marketing

2:40 PM - 3:20 PM ALL STAR PANEL: How can you measure the long and short term ROI of your marketing investments?

Christian Lindknud, Senior Global Business Manager, eBusiness and Strategic Initiatives, Fujirebio E Moritz Fischer, Director of International Marketing, Fresenius Medical Care Claus Essling, Marketing & Sales Director, Hartmann Group
  • ROI in marketing? Can this question ever be properly answered?
  • Classical tools applied in the MedTech arena
  • Marketing ROI is different from Financial ROI. Money spent on marketing is an investment, not an expense!
  • According to McKinsey studies, effective analytics can allow you to free 15- 30% of your total marketing budget! What is key for realizing the payoff?
  • What can be learnt from the pharma industry?

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Christian Lindknud

Senior Global Business Manager, eBusiness and Strategic Initiatives
Fujirebio E
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Moritz Fischer

Director of International Marketing
Fresenius Medical Care
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Claus Essling

Marketing & Sales Director
Hartmann Group

STREAM C - CREATIVE BOADROOMS AND WORKSHOPS

2:40 PM - 3:20 PM CREATIVE BOARDROOM: Assessing the impact of the new Medical Device Regulations on sales and marketing functions: How can you fully prepare for the imminent change?

Marlen Suller, Senior Global Marketing Director, Siemens Healthineers
During this interactive session the following controversial statements will be debated:

  • Insourcing sales training limits learning about new concepts and methodologies
  • Insourcing sales training limits the capabilities to deliver in all languages
  • Outsourcing sales training gives no flexibility on adapting the content to business reality
  • Outsourcing sales training is much too expensive
  • Outsourcing sales training limits regular follow-up and tracking results

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Marlen Suller

Senior Global Marketing Director
Siemens Healthineers

3:20 PM - 3:50 PM Afternoon networking break

STREAM A - Effective and Innovative Sales Training

3:50 PM - 4:10 PM CASE STUDY PRESENTATION: The pitfalls of sales training and what to do in order to ensure a positive ROI

Carl Williams, Director Global Sales Excellence, Sonova
  • The shift from training as an event to "business embedded"
  • Training design and the critical role of participant inclusivity and learning transfer
  • Building sales capabilities relentlessly in the workplace
  • Reinforcement mechanisms as SOP's
  • The commitment to measurement and evaluation

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Carl Williams

Director Global Sales Excellence
Sonova

STREAM B - Mastering Multichannel Marketing

3:50 PM - 4:10 PM CASE STUDY PRESENTATION: 5 pitfalls to avoid when executing a successful product launch

Marlen Suller, Senior Global Marketing Director, Siemens Healthineers
  • Multichannel marketing in a local organization of a multinational: What is the challenge?
  • Market segments Channel strategy: How to deal with the complexity
  • Structure follows strategy! How to build a focused but organic team
  • Conflicts are natural in a multichannel environment - turn them into a positive return

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Marlen Suller

Senior Global Marketing Director
Siemens Healthineers

LEVERAGING VALUE ADDED SERVICES

4:10 PM - 5:00 PM CASE STUDY REVOLUTION: Transforming the business model of a medical product company - From value added to value based services

Axel Nordberg, Associate Director Services and Solutions EMEA, Zimmer Biomet Claudia Linke, Director Service Development EMEA, Zimmer Biomet
Dr. Claudia Linke is Director Rapid Recovery & Service Development for the EMEA region at the global leader in musculoskeletal healthcare Zimmer Biomet. After several years in hospital consultancy, Claudia Linke joined Zimmer Biomet in 2009. Her background is Health Care Economist and she is specialized in analyzing, designing, implementing and evaluating care pathway concepts Dr. Axel Nordberg is Associate Director Rapid Recovery & Strategic Execution for the EMEA region at the global leader in musculoskeletal healthcare Zimmer Biomet. His background is from management consultancy and with a Ph.D. in implants for bone injuries.

  • The erosion of the traditional business model
  • Listen to your customer - What are they really looking for?
  • The differences of value adding and value based services
  • The need of change in sales strategies
  • Benefit and challenges

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Axel Nordberg

Associate Director Services and Solutions EMEA
Zimmer Biomet
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Claudia Linke

Director Service Development EMEA
Zimmer Biomet

5:00 PM - 11:59 PM End of Conference

Richard Mill, Conference Director, MedForce Europe 2017