DAY 1 - Monday 12th June

from 17.00 Arrival and Check-in

18.00 Pre-dinner drinks and introductions

19.00 Dinner

Day 2 - Tuesday 13th June

8.30 Overview of the Changing Market Environment and Impact on Marketing and Selling Styles

Changes in the NHS have made the simple rep to doctor detail less and less effective. Whilst it is still essential to see people to have an impact, doctors have much less autonomy than in the past. However they belong to groups and committees that have great power and influence. It is therefore vital that pharma companies’ selling models understand this and capitalise on it. This session will help set the scene for the rest of the day.

9.00 Sales Targets and Incentive Schemes

An overview of the target setting and bonusing techniques that are typically used in the pharma arena with a discussion on their relative strengths and weaknesses. A workshop with exercises in sales target setting: capped or uncapped? What is the right combination of sales vs. activity? What are forced rankings?

10.30 Coffee

10.45 Targeting and Segmentation

Targeting and segmentation is a core element of any sales and marketing strategy. This session will discuss why and cover the key issues and methodologies. Delegates will have the opportunity to explore the pro's & con's of different approaches. A practical exercise using fictitious data will help delegates to understand what needs to be considered when weighting different inputs into a targeting and segmentation strategy.

12.15 Lunch

13.15 Sales Force Structuring and Resourcing

This session will introduce the large subject of territory reorganisations, account based structures, sales force sizing (optimisation) and resource allocation. The aim is to give delegates an understanding of the issues and challenges in setting up structures to optimise and maximise the return from the sales force. 

15.15 Tea

15.30 Proposal writing and evaluation through the eyes of the vendor

16.30 Tools for Measuring Call Quality

The role of a sales research analyst commonly focuses on the number of calls, but what about the quality of the call? Just hitting the coverage & frequency targets is increasingly not enough to differentiate & drive brand performance. This session will introduce DFUs (detail follow-ups) and third party assessments of the call, as well as looking at how quality of the individual call can be assessed and improved through coaching.

17.00 Course Summary

A closing session revisiting objectives and summing up key issues and questions that delegates should consider when reviewing their roles and contributions within the wider pharma business context.

17.15 Delegates depart