MedForce Europe 2019

11 - 12 June, 2019

nHow Hotel - Berlin

Contact Us: 44 (0) 2073689894

Day 2 - 12th June 2019

8:00 am - 8:35 am Registration & Welcome Coffee

8:35 am - 8:40 am Welcome Remarks

Evelina Zemziulina, Conference Director Medforce
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Moritz Fischer

VP Marketing Hospital, Business Development & Marketing
Fresenius Medical Care

8:45 am - 9:05 am OPENING KEYNOTE: Turning market disruptions into your competitive edge: How to use digital to transform your existing sales and marketing channels and open new revenue streams

Christophe Dujardin - Vice President and General Manager - Stryker Surgical Europe, Stryker
·         New digital business models: What is the main disruptor of the market and where the competition might come form?
·         What business models might rise with the implementation of digital: Possible scenarios and ways to adopt
·         What should you be doing now in order to turn potential disruption into new opportunities?
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Christophe Dujardin

Vice President and General Manager - Stryker Surgical Europe
Stryker

9:05 am - 9:25 am KEYNOTE: Multichannel sales and marketing in the MedTech industry: How to build digitally enabled customer journeys to boost customer experience

Rodamni Peppa - Vice President Business Strategy and Commercial Excellence, Boston Scientific
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Rodamni Peppa

Vice President Business Strategy and Commercial Excellence
Boston Scientific

9:25 am - 9:45 am CUSTOMER INTERVIEW: How digital products for patients impact HCPS, existing systems and data connectivity?

Andreas Roos - CEO, Capio Digital Norway
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Andreas Roos

CEO
Capio Digital Norway

9:45 am - 10:05 am CASE STUDY: What is the role of the sales manager in driving digital transformation to integrate digital and traditional capabilities?

Toby Carrington - Head of Global Sales Operations, Siemens Healthineers

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Toby Carrington

Head of Global Sales Operations
Siemens Healthineers

10:05 am - 10:45 am OXFORD STYLE DEBATE: Digital selling is pushing out the field force and will be the future of sales strategy in the MedTech industry – FOR and AGAINST

Moritz Fischer - Director of International Marketing Fresenius Medical Care Aitor Rayo - Global Product Owner, Global Commercial Excellence Team, Biotronik SE & Co.KG Dirk Abeel - Global Head of Medical Field Force Effectiveness, Nestlé
Fully engage with the most contentious and divisive issues currently facing your industry. Sit back and witness industry leading figures pitting themselves against each other in a battle to deliver the knockout argument. Then, continue the debate in your own small roundtable groups until you reach a majority viewpoint. Will you reconsider your position? And will you walk away with a fresh mind-set and better prepared to take on this key conundrum?
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Moritz Fischer

Director of International Marketing
Fresenius Medical Care

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Aitor Rayo

Global Product Owner, Global Commercial Excellence Team
Biotronik SE & Co.KG

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Dirk Abeel

Global Head of Medical Field Force Effectiveness
Nestlé


10:45 am - 11:15 am Morning Networking Break

11:15 am - 11:35 am CASE STUDY: How to use advanced analytics to drive field force engagement and empower execution of your sale strategy

Joseph Hartzell - Global Head of Commercial Excellence, Alcon
·         How to envision and set up a strategy, operational models and execution towards new customer communications
·         Breaking down silos and developing holistic approach: How to integrate resources and digital capabilities across the entire commercial organization into one stream
·         How to structure your sales and marketing teams in order to get buy in and value recognition of digital on both sides
·         What is the future role of sales in defining marketing strategy: How to ensure your sales reps take an important role of linking engagement strategy with a digital piece
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Joseph Hartzell

Global Head of Commercial Excellence
Alcon

11:35 am - 11:55 am CASE STUDY: How Essilor is leveraging advances in data analytics, artificial intelligence and machine learning to increase the performance of their sales representatives and achieve more meaningful engagement with customers across all channels

Laurent Blanchet - Business Excellence Director, Essilor International
·         How to envision and set up a strategy, operational models and execution towards new customer communications
·         Breaking down silos and developing holistic approach: How to integrate resources and digital capabilities across the entire commercial organization into one stream
·         How to structure your sales and marketing teams in order to get buy in and value recognition of digital on both sides
·         What is the future role of sales in defining marketing strategy: How to ensure your sales reps take an important role of linking engagement strategy with a digital piece
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Laurent Blanchet

Business Excellence Director
Essilor International

11:55 am - 12:15 pm CASE STUDY: Sales as the forgotten marketing channel: A fresh approach in Philips Health Systems to multichannel marketing strategy

Markus Brendel - Head of Marketing Health Systems DACH, Philips Healthcare

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Markus Brendel

Head of Marketing Health Systems DACH
Philips Healthcare

12:15 pm - 12:35 pm CASE STUDY: Striving towards excellence in contract and tender management: How to implement new processes and systems to improve you capabilities

Thomas Weckman - Global Director Sales Force Effectiveness, Mölnlycke Health Care
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Thomas Weckman

Global Director Sales Force Effectiveness
Mölnlycke Health Care

12:35 pm - 12:55 pm CASE STUDY: How to apply innovative pricing and tender management models to maintain healthy margins when buyer purchasing power is increasing

Ruven Remo Eul - Director, Life Sciences, Highpoint Solutions
·         What are the key elements of visible tendering process from operational set up to ensure seamless tendering process?
·         How to monitor and execute tenders in order to fulfil contracts without making a loss
·         How to ensure net price visibility across different channels in order to achieve true returns that is aligned with your pricing strategy
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Ruven Remo Eul

Director, Life Sciences
Highpoint Solutions

Roundtable 1. How to leverage total cost of ownership (TCO) models to protect against price erosion? Opportunities & challenges
Monika Herbold-Busch, Director of Strategic Value Creation, Abbott
 
Roundtable2. How do hospitals value the selling process and what is the most important aspect for them: purchase price, service or product quality?
 
Roundtable 3. What are the most effective staff motivation techniques: Which incentives work better with both sales and marketing teams?
Moritz Fischer, Director of International Marketing, Fresenius Medical Care
 
Roundtable 4. What steps should you take now to transform your commercial function to build value with your customers?
Thilo Tübler, Marketing Director, Medtronic
 
Roundtable 5. Improving your contract excellence: How to optimise the value of a contract
Benjamin Schultz, General Manager, Country Director, Cardinal Health
 
Roundtable 6. How to attract the  new generation of business and tech savvy talent required to succeed in the changing healthcare environment
 
Roundtable 7: How to overcome the challenges of using social marketing in a heavily regulated industry
Dan Di Federico, Director, Global Head of Social Media, Philips Healthcare
 
Roundtable 8: What impact is the entrance of Amazon, Google and Apple to the MedTech industry having on traditional commercial models and how can you position yourself to best respond?
Thomas Kraft, SVP, Global Marketing & Sales, B Braun Medical

Roundtable 9: How to implement effective winning change management strategy that allows your business to embrace new ways of working to succeed in the execution of your digital transformation
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Monika Herbold-Busch

Director Strategic Value Creation EMEA
Abbott

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Moritz Fischer

Director of International Marketing
Fresenius Medical Care

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Thilo Tübler

Marketing Director
Medtronic

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Benjamin Schultz

General Manager Germany, Austria
Cardinal Health

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Dan Di Federico

Director, Global Head of Social Media
Philips Healthcare

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Dr. Thomas Kraft

Senior Vice President Global Marketing & Sales
Aesculap B.Braun

1:35 pm - 2:35 pm Networking Lunch

1:35 pm - 2:35 pm SYNERGY WORKSHOP: What’s next: How digital technologies power impactful stakeholder engagement

Mads Bjarni-Kornbech - VP Marketing and Communications, Agnitio Nicolai Nygaard Worsøe - Senior Client Director, Agnitio
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Mads Bjarni-Kornbech

VP Marketing and Communications
Agnitio

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Nicolai Nygaard Worsøe

Senior Client Director
Agnitio


STREAM A – Developing Solution Selling Models

2:35 pm - 3:15 pm CASE STUDY INTERACTIVE: Customer centric business models: How to develop and transit from risk sharing to pay for performance models
Wim Hermans - President of Global Sales, B MEDICAL SYSTEMS
·         How to get the majority of the market share in Cold Chain vaccine storage business with the most expensive offering in terms of purchase pricing
·         How does moving from transactional to risk sharing model effect on total cost of ownership?
·         What are the other steps can be taken in order to differentiae the customer offerings?
·         How to establish effective marketing and communication strategy around risk sharing model
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Wim Hermans

President of Global Sales
B MEDICAL SYSTEMS

STREAM A – Developing Solution Selling Models

3:15 pm - 3:55 pm CASE STUDY INTERACTIVE: How to collaborate efficiently with the healthcare market to become a lifetime partner to your customers
Valerio Florissi - Marketing Manager, Cantel Medical
·         How to establish effective collaboration with HR in order to set up realistic KPIs
·         How to determine simple and effective KPIs that encourages to perform better but don’t demotivate
·         How should your approach change in managing KPIs with an increasing role of digital tools?
·         What assessing technologies you should be using and in which areas do you need a help of a vendor?
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Valerio Florissi

Marketing Manager
Cantel Medical

Moderator:  Andrea Miotto, Senior Director of Global Strategy, Intuitive Surgical

STREAM B – Igniting Your Marketing Strategies

2:35 pm - 3:15 pm CASE STUDY INTERACTIVE: How to transform and automate competency management processes to get better analytics on your salesforce
Anna Farre Escofet - Global Head Commercial Excellence Performance, Alcon
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Anna Farre Escofet

Global Head Commercial Excellence Performance
Alcon

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Andrea Miotto

Senior Director of Global Strategy
Intuitive Surgical

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Josep Sitjes

Vice President Commercial Excellence EMEA
Baxter

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Christian Popp

Director Training and Development
Medtronic

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Eric Bayeux

Sales Manager Medical Devices
Terumo BCT

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Sharon Chambers

Commercial Effectiveness Director
Cardinal Health

INTERACTIVE STREAM – Working Groups

2:35 pm - 3:35 pm CREATIVE BOARDROOM: What role can SMEs and joint ventures play in driving mutually beneficial initiatives forward for medical device business development to overcome the limitations on R&D, manpower and new market entries?
Phil Norris - Head of Marketing & Analytics, VirtaMed
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Phil Norris

Head of Marketing & Analytics
VirtaMed

3:55 pm - 4:25 pm Afternoon Networking Break

Moderator:  Andrea Miotto, Senior Director of Global Strategy, Intuitive Surgical

STREAM A – Rethinking Commercial Excellence

4:25 pm - 4:45 pm CASE STUDY: How will the shift towards value-based medicine change your business model and the way you structure your internal and external activities to drive profitability?
Volker Kruse - General Manager Commercial Excellence, Medical Systems Division, Olympus
·         Early lessons learnt: What do you need to react on now in order to prepare your commercial organization for value based healthcare?
·         How to use available patient data and risk sharing concept to develop new service and payment modes
·         What are the trigger points to get reimbursement under VBH and how to convince healthcare professionals and payers that technology works?
·         The impact on your salesforce: How to move from existing organizational set up successfully rather then equipping your salesforce with new tools
·         How will hospitals’ procurement strategies change with an introduction of VBH and patient centricity?
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Volker Kruse

General Manager Commercial Excellence
Medical Systems Division, Olympus

STREAM A – Rethinking Commercial Excellence

4:45 pm - 5:05 pm CASE STUDY: Disruptive ideas to preserve profitability in the backdrop of continuous price erosion in Europe
Richard Zeissig - Director Global Sales and Marketing, Waldemar Link
·         What should you do after you’ve hit rock bottom with your prices and cannot optimize production cost further?
·         How to move from resorting to classic cost cutting remedies such as reducing sales promotion to stay profitable
·         Embracing offensive strategy to discover the untapped potential in radically changing international sales organization
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Richard Zeissig

Director Global Sales and Marketing
Waldemar Link

STREAM A – Rethinking Commercial Excellence

5:05 pm - 5:25 pm CASE STUDY: How to reduce the negative impact of tenders on innovation and use brand loyalty to mitigate price erosion
Slobodan Farago - Pricing and Sales Effectiveness MDS Europe, Becton Dickinson
·         Revisits the meaning of branding in growing and mature markets
·         Explaining principles of brand loyalty in the context of price and the brand switching curve
·         Assesses how and to what degree tendering abolishes brand loyalty
·         What are the implications of tendering on innovation
·         What are the measures to reinvigorate branding and justify a brand premium 
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Slobodan Farago

Pricing and Sales Effectiveness MDS Europe
Becton Dickinson

INTERACTIVE STREAM C – Working Groups

4:25 pm - 5:25 pm WORKSHOP: What is the optimum mix of available training solutions to reduce costs and reduce out-of-the field time?
Christian Popp - Director Training and Development, Medtronic
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Christian Popp

Director Training and Development
Medtronic

5:25 pm - 5:35 pm Chair’s Closing Remarks & End Of Conference