Your industry shaping agenda

10:00am – 10:20am (CET)

From the ground-up. How Amarin Corp built its EU commercial organization with a data-and-digital-focus to deliver in a crowded market

  • The vision. How Amarin Corp identified its key principles for a 21st century commercial pharma organization that adds-value with each customer touchpoint
  • Hear how Amarin Corp developed it’s Go-To-Market approach with fully comprehensive digital-customer experience, whilst also ensuring they are equipped for field activities when available
  • Why you need to create a dynamic model that can transform as data and digital capabilities evolve

Karim Mikhail SVP and Commercial Head, Europe Amarin Corporation

10:20am – 10:40am (CET)

In partnership with: IQVIA - Logo

IQVIA - Keynote Presentation

Alistair Grenfell President, Europe, Middle East, Africa and South Asia IQVIA

10:40am – 11:00am (CET)

Live Q&A

11:00am – 11:15am (CET)


11:15am – 12:00pm (CET)

Panel: A customer-centric strategy that will facilitate your results-centric model

  • Create a two-way strategy for customer-centricity. How to deliver on both internal and HCP value with a holistic customer engagement strategy
  • The next stop on your tech-journey. Develop an investment strategy by distinguishing innovations that are fit-for-purpose based on your systems, not the technology
  • Empower your field teams from the digitally savvy to the technology-phobe. Best practice from successful training and coaching programmes that enable effective hybrid- engagement

Chetak Buaria Global Head of Customer Engagement & Channel Evolution Merck

Sandra Silvestri Global Head of Medical, General Medicines Sanofi

Florent Edouard SVP, Global Head of Commercial Excellence Grünenthal

Stefan Scheepers Business Director, Digital Health Mobiquity

12:00pm – 12:15pm (CET)

Pharma’s digital opportunity in commercial operations

Chris Round EVP, Head of International Operations & Global Core Franchises Merck KGaA, Darmstadt, Germany

20 April, 2021

Roundtables and Workshops will follow, please see those tabs for more detailed information

10:00am – 10:15am (CET)

Designing HCP engagement for the next normal – the voice of the customer

  • One year since the pandemic struck – what does the ‘voice of the customer’ tell life science companies about future engagement
  • Responding to the longer-term impact of the pandemic – why reshaping the foundations of customer-facing teams is essential
  • Why you now have no choice but to listen to your customers and change to meet their needs…..or risk becoming irrelevant

Liz Murray Global Business Unit, Contract Sales & Medical Solutions IQVIA

10:15am – 11:00am (CET)

Panel: The Hybrid Field Force Model: let’s rewrite the playbook together

  • Create versatile reps and MSLs who can orchestrate their channels by enabling them with new strategic responsible and new digital skillsets
  • Pull don’t push: Let the HCP direct their engagements. Be driven by your customers’ needs, whether F2F or virtual, and meet them where they prefer
  • Insight gathering, virtual engagement, learning and development; how to develop more agile practices that work within fast moving environments

Chetak Buaria Global Head of Customer Engagement & Channel Evolution Merck

Victoria Ho Head of Medical Capabilities and Excellence EUR/INT Jazz

Telea Herpin VP, Global Marketing, Global Brand Lead, Peripheral Neuropathic Pain Grunenthal

Massimiliano Siciliano Digital Solution Director Novartis

Liz Murray Global Business Unit, Contract Sales & Medical Solutions IQVIA

11:00am – 11:15am (CET)

The new customer value model

Uthra Sundaram EVP, Head, Global Product and Launch Strategy Takeda

11:15am – 11:30am (CET)

The power of sales and marketing collaboration for Omnichannel engagement

  • The new commercial model in pharma: a cross-functional, customer-centric ecosystem
  • Roadmap to data-driven omnichannel customer engagement vs the current reality in pharma
  • Case study with demonstrated impact on Omnichannel engagement through marketing & sales collaboration
  • Key steps for omnichannel engagement success

Beverly Smet SVP, Global Accounts Across Health

Christoph Schmidt Head of Strategy Across Health

11:30am – 11:45am (CET)

Case Study: How to manage the Go-To-Market model transformation as you pivot to digitizing operations

  • Strategy first and foremost: How to develop and define the engagement strategy with a deep internal focus and clear customer need understanding
  • What fear factor? Drive adoption of digital initiatives by helping the field force overcome perceived barriers with new support and empowerment
  • Illustrate the value of the digital operations by including field insights on content and channel selection to ensure you’re are strengthening their relationships with HCPs

Dmitry Schourov Senior Director, Global Commercial Operations Pfizer

11:45am – 12:00pm (CET)

Live Q&A

12:00pm – 12:15pm (CET)

Fireside: More than a video call: Virtual engagement for speed, agility, and strategy

  • Create a virtual-forward strategy through technological and tactical brilliance that empowers the customers experience
  • Understand best-practice for the array of virtual engagement options available and the benefits of each
  • Learn real-time, anytime, and hybrid model methods for virtual interaction

Lance Hill CEO Within3

12:15pm – 1:00pm (CET)

Panel: Your role in demonstrating ROI for expanded digital investment

  • Success breeds success: articulate top-line revenue by connecting digital KPIs to performance metrics and get senior buy-in for more forward-thinking initiatives
  • How to ensure your investment strategy is aligned with functional capabilities to create a new internal confidence and help maintain momentum in innovation
  • Intelligent engagement strategies are built on progressive analytics, AI and ML – learn how to better identify technology that is fit-for-your-purpose

Neelesh Shanbhag CIO and VP of Business Technology, Asia Pacific Janssen

Denise Dewar Digital Hub Director GSK

Dan Atkins VP, Digital Innovation & Insights Shionogi Limited

21 April, 2021

Workshops will follow, please see those tabs for more detailed information

10:15am – 11:00am (CET)

Panel: In the land of digital saturation, personalised content is king

  • How to define ‘value-add’ for your customers and align your content to their needs
  • Physical to digital is not a copy/paste job. Understand what’s needed to make your content digitally optimised and stand out in a saturated market
  • Where to go for a comprehensive understanding of your data to help you optimize content and align to channels
  • Use behavioural science to maximise the potential of your messaging and better influence your customers decision-making

Cyril Mandry Senior Marketing Director MSD

Arun Mahtani Former VP, Channels Strategy & Digital Content Teva

Heather Moses Country Medical Director - Oncology UK Novartis

Duncan Arbour SVP, Insights and Innovation Syneos Health

11:00am – 11:15am (CET)

Case study: A one stop shop: How Amgen created a single portal engagement platform for their medical organization at rapid pace through a modular AGILE approach

  • How Amgen engaged their entire European medical org to get project buy-in and incorporate insights, whilst collaborating with compliance, to build a fit-for-purpose platform
  • A modular approach: Why rapid sprints enabled a ‘don’t be afraid to fail’ attitude and was key to delivering an immense project
  • One Login, One Password: Understand how to deliver the high-value experience your customers want by allowing them access to their registered webinars, infographics, virtual meetings and more in a single platform

Emma Booth Head of EU Medical Capabilities Amgen

11:15am – 11:30am (CET)

Transform KOL engagement through scientific and digital data, and Share of Scientific Voice

  • Leverage the best of both worlds for your KOL mapping and engagement planning – scientific and digital data
  • Unlock new ways to engage KOLs and DOLs and transform your engagement
  • See how Share of Scientific Voice delivers objective measurement and strategic insights to drive medical affairs impact and scientific leadership

David Kelaher Chief Medical Officer Pharmaspectra

11:30am – 11:45am (CET)

Case Study: Customer Centricity needs human-centric Artificial Intelligence

  • Succeed in your quest for customer customer-centricity in medical affairs in the digital age by effectively generating insights into who your stakeholders are and what they need
  • Learn how AstraZeneca International Medical was able to leverage data with a human-centric AI approach to better understand patient experiences and gain insights KOLs and HCPs. Make fast and better decisions, and quickly act on insights gained from large amounts of medical data.

Alex Bedenkov VP, Medical, International AstraZeneca

Nipun Jain Head of Medical IT & Digital for International AstraZeneca

11:45am – 12:00pm (CET)

Live Q&A

12:00pm – 12:15pm (CET)

Case study: How Sanofi looked beyond standard performance measurements to create ultra-relevant and valuable content

  • Move away from traditional measurement to a deeper behavioral analysis, to understand each HCP segment’s journey and then optimise their experience to meet business objectives
  • How Sanofi used a gamification app to understand HCP knowledge gaps and then utilised that information to create relevant, valuable content for their customers

Jose Maria Guido Avila Global Lead HCP Marketing Sanofi

12:15pm – 12:30pm (CET)

Maximize HCP reach through purposeful Omnichannel or Multi-channel digital marketing

  • Create meaningful engagement by focusing on the message, not the channel
  • Expand your pharmaceutical footprint with native marketing and a surround-sound approach
  • Use TrendMD and other tools to super-extend the reach of your marketing message

Tash Brown Chief Operations Officer TrendMD

12:30pm – 12:45pm (CET)

Case Study: How to create personalised experiences for HCPs and the patients they treat

  • Know thy customer needs. Ensure your messaging is consistent across channels and content to create a seamless experience for HCPs
  • Leverage your data and find key trends to personalise content that will help HCPs enable a better standard of care for patients

Michael Zaiac Head, Medical Affairs, Oncology EU Novartis

12:45pm – 1:00pm (CET)

Live Q&A

1:00pm – 1:15pm (CET)

Fireside: Digital isn't a channel, it's a way of doing business

Discuss key principles for a digitally-enabled business model that delivers exceptional experiences for customers

Christian Velten Global Head, Medical Customer Experience Roche

22 April, 2021

Workshops will follow, please see those tabs for more detailed information


20 April, 2021 · 2:00pm – 3:00pm (CET)

Your role in supporting doctors, support patients

Changes to the way patients and doctors interact has been greatly accelerated by the pandemic. With pharma re-defining how they engage with customers, has the patient been forgotten?

Forward-thinking leaders are looking beyond their standard communication with HCPs, with an eye to delivering true-value by creating patient-centric marketing approaches that enable and underpin a succesful HCP-Patient relationship.

Join us for a 1-hour, interactive workshop to:

  • Hear key differences in how the doctor-patient interaction across the EU5 has evolved over the last 12 months
  • Discuss new and novel ways you can provide supportive services for HCPs to better facilitate the doctor/patient experience
  • Learn how you can apply new content delivery and marketing approaches to better engage customers and enhance the patient experience

Tim Russell Executive Vice President M3 (EU)

Maxim Polyakov BI and Research Strategic Account Director M3 (EU)

21 April, 2021 · 1.30pm - 2.30pm (CET)

Get the most out of your digital products for expanded investment

How do you prove the true value of your digital products and operations? There is hardly a more pertinent question being asked by pharma marketeers and commercial functions right now. To do so would open up the entire spectrum of the digital landscape; but fail and this unique opportunity to unearth competitive advantages and deliver personalized experiences may well be lost.

Join us for this 1-hour, interactive, workshop to:

  • Create a connected digital ecosystem, that enables complete customer journey mapping, delivers innovative experiences and devises actionable insights
  • Align your people capabilities with technologies and platforms and build fit-for-your-purpose systems
  • Discover the key KPIs and metrics that will enable you to articulate ROI for continued internal buy-in and expanded investment

Richard Palmer Head of Strategy, EMEA Appnovation

22 April, 2021 · 1.30pm - 2.30pm (CET)

How to execute a dynamic omnichannel engagement strategy

From content and channels to technology and people, join us for this 1-hour, interactive, workshop to:

  • Hear case-studies from other life sciences companies to understand omni-channel best-practice
  • Create a best-in-class customer experience to significantly increase the value of your touchpoints
  • Develop sales orchestrators that can adopt the correct content and channel mix that will execute your omnichannel strategy
  • Discuss how to overcome field execution and optimisation challenges to establish an evolving model that delivers for customers


20 April, 2021 · 12:30pm – 1:30pm (CET)

Medical reps in the next normal: how to survive the pandemic and move forward

Alexey Cherchago Head of Sales Excellence, EU Sandoz

20 April, 2021 · 12:30pm – 1:30pm (CET)

Strategies for overcoming customer engagement fatigue

Rorik van Welij Worldwide Omni-channel Capability Lead Bristol Myers Squibb