Areas of Interest (2006)
Petru Craciun
General Manager
Cegedim
Personal Presentation
Petru Craciun works for over 10 years in companies providing services dedicated to partners within the pharmaceutical market. With an entrepreneurial profile he gained a solid experience in periodically launching products and innovative solutions for the Romanian Market, combining local marketing and sales needs with the international experience and the way the pharmaceutical companies are operating. His present role is that of General Manager of Cegedim Romania
Paper Abstract
The Romanian pharmaceutical market – today and tomorrow
The presentation will approach the situation of the local pharmaceutical market, from a general point of view as well as from several complementary perspectives, with a direct implications in the near future, important for the participants in regard of the approach opportunities as well as regarding the risks that need to be addressed from the stance point of the companies involved.
Dan Zaharescu
Executive Director
ARPIM
Personal Presentation
Dan Zaharescu is currently executive director of ARPIM (Romanian Association of International Drug Manufacturers). He coordinates the activity of one of the most active NGO’s in Romanian pharmaceutical market. He holds a DEA (Diplome d’Etudes Approfondies) in Industrial Economics from the University of Social Sciences of Toulouse and a DESS (Diplome d’Etudes Superieures Specialisees) in Management from the High Commercial School of Marseille. He is PhD. Candidate in Management at the University of Social Sciences from Toulouse. Previously he worked for 15 years as business consultant and marketing director for different international pharmaceutical companies and industrial companies. Among others, his particular interest is in management of marketing and in competitive strategy analysis. His wide expertise in different fields and markets, allowed him to conduct successful projects abroad, in countries like Bulgaria, Ukraine, Russia and Baltic States.
Paper Abstract
The place and the role of the large international pharmaceutical companies in informing the public and the authorities regarding the efforts and the results of scientific research in the pharmaceutical field.
The process of discovering new molecules with therapeutically effects compatible with treating certain conditions has become over the time an extremely complex process that involves gigantic resources for research. The return of the research investments is a long process that involves, on the one hand protecting the discovery trough the patent and at the same time fast access on the market for the new drug. As we all know access to the market is strictly provided for by law in all the countries, and more often then not it is a difficult test for the new products. In this general context is interesting to follow ARPIM’s initiative to reunite all the efforts of the large international pharmaceutical companies which despite their strongly divergent business interests, join hands in creating a healthy competitive environment for the Romanian pharmaceutical market.
Vivian Diaconescu
Presedinte
Asociatia Distribuitorilor si Importatorilor de Medicamente
Personal Presentation
Vivian Diaconescu, graduate of the Law Faculty and the Economical Sciences Faculty in Constanta, Chief Operating Officer Wholesale - A&D Pharma, leader of the pharmaceutical distribution market in Romania and part of the A&D Pharma group. His career within the company started 9 years ago and passed trough different experiences and positions from Area Sales Manager to National Sales Director. In 2005, he was appointed General Director Mediplus, and shortly after this promotion, in October 2006 appointed Chief Operation Officer within the same company. Mediplus operates a country wide logistic, with warehouses in 12 cities and distributes approximately 5.000 to over 3500 pharmacies. In the last three years Mediplus maintained and consolidated its leader position on the market. Vivian Diaconescu’s goal is to maintain the company growth rhythm in order to provide new employment opportunities and an attractive profit for the share holders and the investors of the company.
Paper Abstract
The role of the distributor and the added value provided by it – present and future
The portrait of the distributor with a complete range of products. The evolution of the distributor’s role within the pharmaceutical market The future of the distributor within the pharmaceutical market
Marius Geanta
Redactor-Sef Hipocrate
Media District
Personal Presentation
Dr. Marius Geanta, General Director Media District, Chief Redactor Hipocrate. Probably the best medic among journalists and the best journalist among medics.
Paper Abstract
The efficient approach of the medical market: the medical press
The first printed advertising for mass distribution was created half a millennium ago in a brochure. It was 1525, in a burg in Germany, and the print was promoting the virtues of a drug considered, at the time, to be miraculous. It was the fist proof of the bond between the pharmaceutical field and the media and advertising industry. I invite you to discover all the others within this presentation.
Anca Pop
President
FASFR
Personal Presentation
Since 2004 Anca Pop is the contact person for the International Federation of Pharmacy Students for Romania. In April 2006 she was elected President of the Romanian Federation of the Pharmacy Students Associations (Federatiei Asociatiilor Studentilor Farmacisti din Romania). Coordinator of the preparations for the 54th International Congress of the Pharmacy Students, Congress that will take place in Cluj in 2008.
Paper Abstract
The perspectives of the young pharmacist
The Romanian Federation of the Pharmacy Students Associations (Federatiei Asociatiilor Studentilor Farmacisti din Romania) was created on the 23rd of November 2003, as a response to the pharmacy students in Romania need to be represented at the national level and in order to facilitate their collaboration with similar structures nationally and internationally. Now the federation reunites all the local pharmaceutical organizations and is a member of EPSA- European Pharmaceutical Students’ Association and IPSF- International Pharmaceutical Students’ Federation The vote received this year in Cairns, Australia, for organizing the 54th International Congress of the Pharmacy Students, was the recognition of our merits. What is the opinion of the Pharmacy student regarding the Romanian education system? Does the knowledge accumulated in the university match the real requirements of our future employers? Does the student acquire all the necessary skills for success on the work market? Is the evaluation efficient? Should we specialize during our university studies? These are only a few of the questions we are confronting with. We invite you to fins answers together!
Carmina Rogojinaru
Country Manager
Ewopharma AG - Romania
Personal Presentation
Carmina Rogojinaru graduated the Faculty of Medicine and Pharmacy ”Carol DAVILA” from Bucharest and completed her education with an MBA from the Bucharest Management School-B.S.M.(Romanian-Canadian MBA)-MARKETING specialization. She had a fast carrier in the pharmaceutical industry becoming only in 4 years Country Manager for the Romanian representative office of the Swiss company Ewopharma A.G. She’s actually running a team of 21 people with a profitability/employee far above the average one known in the field and she’s performing also since last year as a Professor for Marketing Management at BSM.
Paper Abstract
Managing Customer Value - High Performance marketing programmes
Managing customer value is a very generous subject that refers to both the value of a customer for the company but also to the other side of the coin-the value that the customer perceive as representing for the company. We all know that it is more profitable to manage the loyal customers instead of trying to attract new ones but we also see recently how spoiled are some categories of targets by all companies. What is the real value of a CUSTOMER for the company? Is there a gap between what we think about this and what is financially obvious? High performance marketing programs are the ones that either successfully launch a new product on the market and build up a nice brand awareness in a short time either the ones that maintain a product in the growth or maturity phase of LPC with the required by shareholders profitability.
Alina Stepan
Client Service Manager
Synovate Romania
Personal Presentation
Alina Stepan has had more than 6 years qualitative and quantitative research experience. She is the local champion for Customer Loyalty Research Programs and sector leader for the business development of banking and automotive industries. Alina has BA in Sociology and MA in Communication. She speaks English and French fluently.
Paper Abstract
Loyal customers – most effective engines driving business success
The days of the passive customers are over – and probably never existed. Customers are active agents with their own agendas. They are the value engines. Relationship marketing and management involves getting close to customers, understanding their agendas, determining how to profitably facilitate those agendas, and then working collaboratively with customer to accomplish their goals.
Alecsandra Fulga
Client Service Manager
Synovate Romania
Personal Presentation
Alecsndra Fulga has extensive experience in the marketing of pharmaceutical products. She is responsible for developing the pharmaceutical sector and is the local marketing and communication champion. She holds an MBA from the Norwegian School of Management and a BA in International Economic Relations from ASE
Paper Abstract
Loyal customers – most effective engines driving business success
The days of the passive customers are over – and probably never existed. Customers are active agents with their own agendas. They are the value engines. Relationship marketing and management involves getting close to customers, understanding their agendas, determining how to profitably facilitate those agendas, and then working collaboratively with customer to accomplish their goals.
Dumitru Lupuliasa
Presedinte
Colegiul Farmacistilor din Romania
Personal Presentation
Born in Borca, Judetul Neamt, licensed in pharmacy Prof.Dr Dumitru Lupuleasa starts his career by joining the team of the “Petre Ionescu Stoian” State Institute for Drug Control and Pharmaceutical Research (Institutului de Stat pentru Controlul Medicamentului si Cercetari Farmaceutice). Throughout his career earns a number of scientific distinctions: Doctor in Sciences, Primary Pharmacist, Doctor Honoris Causa of the Ovidius University in Constanta. In 1997 becomes professor of Pharmaceutical Technique. Prof.Dr Dumitru Lupuleasa is President of the Committee for Drugs Distribution, President of the Pharmaceutical Industry and Clinical Pharmacy Committee, external expert for the National Drug Agency, Government Consultant for the National Medicine Program, ONU expert for the narcotics PNUD program, vice-president of the 40th narcotics conference – Vienna 1997. His public activity includes over 140 scientific papers published in specialized magazines or presented within international and national congresses.
Paper Abstract
How and when the pharmacist learns your product?
The market characteristics: the research and development rhythm in the pharmaceutical industry, the development and the re-branding of the autochthonous products, the diversity of producers, the large number of pharmaceutical and non-pharmaceutical products, the marketing campaigns, the commercial offers and policies specific to the pharmacy, are all elements with a powerful impact in the contact point of the patient with the product: the pharmacy. Starting from the two essential axioms in the pharmaceutical practice: - The patient has the right to receive the most appropriated recommendation. - The Pharmacist must provide the best advice and the most appropriated drug. We ask ourselves: Can we respect the ethical context in the profitable context for all the parties involved? Can the scientific values be respected as well as the business values? Yes, if the pharmacist is informed regarding the products, the market and its mechanisms. The pharmaceutical companies’ representatives become in the present context the most active and actualized information source.
Oana Cociasu
Managing Director
Medic One
Personal Presentation
Graduate of the Medical University of Bucharest, M.D. degree, specialization in Paediatrics – Bucharest; main focus - Paediatric Oncology. In March 1993 joined D’Arcy team, six years later, June 1999 founded & directed Medicus/D’Arcy – the medical advertising department of D’Arcy Romania. In November 1999 Established Medic One and acts as Managing Director, member of the Board of Directors and shareholder; affiliated Medic One to the international group Lowe & Partners; Deputy Managing Director Lowe&Partners Romania
Paper Abstract
Innovative Promotion Strategies
Why ‘’Innovative’’ – Paradox, although innovation is the key stone of the success of the pharmaceutical companies, the promotion strategies in the industry are facing a large disadvantage: limiting the innovation and the freedom of expression, due to the specificity of the pharmaceutical products and the self imposed restrictions of the players on this market. In this framework, the challenge for the marketing department is higher and higher: the Product Managers have on the one hand to face the competition for their products and on the other have to identify new, creative promotion methods, all this by respecting all the deontological, ethical and professional norms.
Questions: How much innovation do we want in promotion? Is it necessary? Why?
Are there international ‘’success stories’’ that we can just import?
Do you believe your target (the customer) is receptive to all promotion methods? Have you tested this?
Why ‘’Promotion’’ – Promotion is part of the pharmaceutical marketing, in order to have efficient promotion the marketing needs to develop certain working tools, without this working tools their portfolio is simply a R&D exercise. Medical promotion has well established rules, sometimes forced to respect rigid procedures and clichés that sometimes can alter the brand potential of a drug, reducing it to a drug whose life ends once the patent expires. Medical promotion involves communication/advertising that involves specialised agencies. The benefits of working with a specialised company in launching/ maintaining a product on the pharmaceutical market are still underestimated.
Questions:
What do you think is the role of an agency in medical promotion?
Can a specialised agency help in identifying new promotion methods? Can this ne methods be implemented in Romania? Examples.
Why ‘’Strategies”’ – Without a clear unitary strategy promotion cannot not succeed. The company objectives a forts to be conquered and the pharmaceutical market is a permanent battle field the stakes are very high, the opponents strong, the .solders well trained and their weapons the most sophisticated. Among the fighting tactics employed, medical promotion and communication ask for continuous innovative spirit, flexibility and adaptability under the conditions imposed by a legislatively, economically and socially volatile market.
Questions:
Are the strategies specific to the Romanian market? Frequent strategic mistakes.
Why do we constantly ignore GPs?
The role of patient promotion strategies; what is your opinion regarding how important the patient is in medical communication?
The role of the promotion team in implementing strategies… do they help… or not?
Francesco Lucchetta
Pharma Business Unit Director
Angelini Italy
Personal Presentation
80% Italian and 20% Romanian due to my two years in Bucharest. A period that has signed for ever my life, both professionally and personally. These few lines to thanks the excellent people I had the fortune to meet and to work with, while in Romania. The rest of my life in the last 20 years has been almost like a ‘gypsy’: Rome, Milan, Bucharest, Verona, London, San Francisco, Los Angeles, Vicenza, Sao Paolo, Munich. Companies: Banca Intesa, SmithKline Beccham, Schering AG, Angelini.
Paper Abstract
Would you launch the 355th antibiotic in the market?
Probably you would say: ‘it depends’, during the presentation we will go through that ‘depends’! We are going to disclose more details, and see step by step the results. Do you think there is a happy ending? Follow the story and you will discover it!
Irina Berechet
Communication Manager
Roche Romania
Personal Presentation
Irina Berechet is, starting with 2005, Communication Director for Roche Romania. Mrs. Berechet has over 10 years experience in the pharmaceutical industry, several successive managerial positions in Roche Romania, started as a Product Manager and continued until 2005 with a Business Unit Manager position for the transplant and Anemia portfolio. After graduating from the Medicine and Pharmacy University in Bucharest become a specialist for the Clinical Institute Matei Bals. This experience was followed by developing a career in the pharmaceutical industry and trainings in marketing, leadership and communication INSEAD and London Business School. Mrs. Berechet created the Communication Department within Roche Romania, and her medical background as well as her managerial experience allow he to have a integrative approach of a very complex field, that of communication in the pharmaceutical industry.
Paper Abstract
Roche – Tradition and innovation
On the 1st of October 1896, Fritz Hoffmann ands Adele La Roche, persuaded that the future belongs to industrially produced drugs, not to the ones produced in small pharmacy laboratories, create a company that will stand up, throughout its entire history trough the constant interest for the new, dynamism and the desire to truly change people’s lives. From the coughing syrups to the biotechnology drugs the company went trough a long journey guided by the mission of looking for and finding innovative solutions for the most common and most severe condition, cancer, chronic hepatitis, AIDS. Innovation is our guiding principle; it is part of the Roche culture. We are firmly engaged in our actions, dedicating to research and developing new molecules, and at the same time researching the most intimate mechanisms of the illness and providing tests for fast, early diagnosis. The research and development centers in biotechnology, the drug access programs, social responsibility projects, exploiting the synergy between the two components, pharmaceuticals and diagnosis, are only a few examples of original approaches, not only of products and services provided but to all the activities developed by the company and its people. Over a century of continuous innovation, administrative-organizational, but especially in research and developing products, based on a family tradition with an essential influence. Over a century trough which Roche followed its path to the most beautiful promise for the health of the future: personalized medicine. The will of all doctors, to treat people, not illnesses.
Ruxandra Fiser
Sales Force Effectiveness Manager
Ozone Laboratories
Personal Presentation
Ruxandra started her career in the pharmaceutical market in 1998 as medical representative for Beaufour Ipsen. Medical promotion proved to be an extremely interesting field providing great challenges as well as the opportunity for professional and personal development. In 2004, Ruxandra joined the team of Expand Health as Promotion & PR Manager, her main activities consisting in coordinating the medical promotion force. Since April 2006, Ruxandra joined Ozone Laboratories, her role: improving the efficiency and the interaction of the Ozone medical promotion force in relation with the clients, developing and integrating a performance management system based on competencies within the activity of the Ozone medical division.
Paper Abstract
Out of the box! Medical promotion in the search for the path to excellence
The presentation aims to identifying the influence factors within the relationship between the pharmaceutical companies and the medical field, an attempt to answer key questions for all of us those involved in medical promotion. What are the doctor’s expectations from the Medical representatives? How and what do we communicate within the medical call? What is the message the pharmaceutical market wants to transmit to doctors and pharmacists?
Sorin Stefan Mocanu
Sales Operations Manager
Eli Lilly
Personal Presentation
Sorin Mocanu graduated in 1996 the Military Medical University – Bucharest and he worked for one year at Central Military Hospital. In 1997 he has joined Eli Lilly Romania and he has a lot of years work experience in Sales and Marketing functions. Also, Mr. Mocanu obtained in 2003 a EMBA degree from IAPAP ASEBUSS. He is married and he has two kids.
Paper Abstract
Good Promotional Practices - a necessity in Romanian Pharma Environment
In the last years Parma industry's image has been impacted by a lot of media campaigns against it. This trend starts to be observed in Romania, too. Are we prepared to face it? How efficient the GPP can be for improving this image?
Mariana Wencz
Country Manager
Zentiva Romania
Personal Presentation
Mariana Wencz started working for the District Hospital Buzau as Assistant Pharmacist and continued on the same position in the first private pharmacy in town. In 1994 she becomes Warehouse Supervisor at Relad International and climbs rapidly the hierarchical ladder so that in 2002 she becomes Key Account Manager. Meanwhile, in 2001, she graduated the Faculty of Finance-Banking, in the Bucharest Academy of Economical Studies. Starting May 2003, she holds the position of Country Manager for Zentiva Romania, obtaining extraordinary results, second best after Czech Republic within Zentiva Group. She is married and has one child. Among her hobbies are to be mentioned: shopping, skiing, travelling, music and party planning.
Paper Abstract
Simvacard – a success story
Simona Melnic
Executive Manager - Corporate Affairs
Johnson & Johnson, Janssen-Cilag
Personal Presentation
For Romanian natives, I consider myself “doctor raspopit” (medic primar geriatrie-gerontologie) for English speakers, my adoption profession became “manager” Have started in the pharma market, in 1995, in Janssen-Cilag, Romania & have returned after management change, in 2006, to the same company, in a circular model, like Rebreanu’s novels. In the meantime I have got the exposure to professional experiences I am extremely proud & fond of, like Marketing & Sales Manager in Richter Gedeon, Country-Manager in Lek & then Lek/Pharmatech, Business Manager sanofipasteur & even an intermezzo in FMCG business, in Gillette. Best time in my life: the chance to interact with the most interesting people, colleagues in the MBA program Beliefs:
- when you cannot change facts, you have to accept them or leave
- never leave a company with open problems
- never move to direct competitor
- be consistent & enthusiastic & leave value behind
Best achievement: improving my career pass, while watching as my 4 years old daughter opens wider-and-wider the eyes, to life
Paper Abstract
“Playin’ good business”…& our day-to-day negotiation
In the last 10 years negotiation as academicals or field, professional concern, has grown dramatically: universities are beginning to appoint specialized faculties in negotiation, not to talk about consulting firms… Many authors have addressed to the meanings & limits of principled negotiation. Further more, almost our entire activity, beyond dealing with third parties, distributors, agencies, with the authorities, consists of negotiation: with the boss, mates & subordinates, with spouse, daughter, with the landlord, the market seller or services provider … How far can a pharmaceutical company, which puts its principles of societal marketing in a negotiation, balance its concerns regarding company profits, consumers needs & wants &, society’s interests? Johnson & Johnson, one of America’s most admired companies for community & environmental responsibility, proposes “plain’ good business” & “at the end of the day, we believe the market place will reward us”
Marian Pana
Data Business Unit Manager
Cegedim
Personal Presentation
Marian Pana has worked for over 10 years in companies providing services dedicated to partners within the pharmaceutical market. He gained solid experience in periodically launching innovative products and solutions that improve the performances of the marketing and sales teams of the pharmaceutical companies. His present role is that of Data Business Unit Manager of Cegedim Romania
Paper Abstract
When medical representatives prioritize doctors, who objectively are they doing it? Do they base their choice on proof or on their subjective opinion?
Are you sure you have segmented and targeted correctly the medical population? When medical representatives prioritize doctors, how objectively are they doing it? Do they base their choice on proof or on their subjective opinion?
New opportunities for implementing strategies to increase field force effectiveness.
ICOMED will allow you a certainly better physicians’ segmentation and targeting process through nominative access to:
- Prescription behaviours
- Therapeutical attitudes
- Brand preferences
- Patient load
Simona Mocanu
Marketing Manager
Wyeth - Romastru Trading
Personal Presentation
I graduated the Pharmacy Faculty within UMF Bucuresti in 1998 and I started my activity in the fifth year of my studies in A&D Pharma as probation pharmacist in one of the newly opened Sensi Blu pharmacies. In the 6 month in the pharmacy I realized I wanted a more dynamic activity profile, I followed my instinct and I choose the pharmaceutical market. I had the chance of starting my activity as Medical Representative with F. Hoffmann – La Roche where I found a very special team and where I grew professionally. In 2001 I joined Wyeth where together with a formidable team I contributed to constructing and developing the company. This work place provided the greatest professional and personal satisfactions. My evolutions included several steps from medical representative, product specialist, product manager, sales & product manager, to the present position of marketing manager; activity that involves a high level of responsibility, initiative and applying constructive decisions in a fast rhythm. The fact that I am an energetic and well organized person with great communication skills helped in creating strong relationships with my collaborators. I think real success is keeping the balance between the professional and the family life. My husband and my daughter support me in finding this balance and tranquillity. The lesson I learned from life: no important thing is achieved without enthusiasm and perseverance.
Paper Abstract
Does sales force size influence the market leader position of one product?
Understanding the interaction between promoting different products and allocating the promotion resources according to the targeted priorities is vital. How a adequate strategy in establishing the size of the team can reduce the costs, increase the sales and improve the performances of the products on short and long term. What we learned from multiple client targeting and segmentation, taking into account the promotion of all the products in a business unit.
Bogdan Viasu
Country Manager
Bayer Healthcare Pharmaceuticals- Romastru Trading
Personal Presentation
The teenager passionate for electronics, literature and long rides with his bicycle becomes in 1996, by graduating the Medicine Faculty “Gr T Popa”, a medic, inspired by the surgery art embraced for over 30 years by his father, and also the Director of the Iasi Subsidiary of Farmexim SA, a company he worked for during his university studies. His involvement in the pharmaceutical business and his professional success determined the young medic to choose a Medical Representative career and them become a manager in the pharmaceutical industry. Today, Bogdan Viasu is Country Manager, Bayer Healthcare Pharmaceuticals, Romastru Trading, with over 10 years experience in pharmaceutical promotion and an important managerial expertise. And because there is always something to be learned, Bogdan Viasu is a student, in the second year of the Romanian-Canadian MBA Program and the proud owner of a sailing license.
Paper Abstract
The role of performing marketing programs in dynamic curve of customer satisfaction
“I do not know who you are.
I do not know the company that sent you.
I do not know the product of your company.
I do not know what your company stands for.
I do not know who the clients of your company are
I do not know the history of your company.
I do not know the reputation of your company.
Well, now tell me, what was it you wanted to sell to me?”
Over 35 years ago, Peter Drucker was noticing that the first objective of a company is to ‘’create a clientele’’. Contemporary consumers have to choose from a large number of products, brands, prices and providers. The essential question is, how do they make their choice?
Our analysis highlighted the fact that their choice is based on the way they perceive the notions of quality, services and value. We need to know the elements that determine value and satisfaction from the client’s point of view. Generally, the buyer will opt for the maximized value offer. The buyers are satisfied when their expectations are fulfilled and excited when their expectations are exceeded. Satisfied clients are long term clients, buy larger amounts, are less influenced by the price and are the company’s promoters and its products. The main objective of the company is not as much attracting clients as especially keeping them. Client relationship marketing is the key to keeping your clientele, the type of relation is determined by the value of the clients’ life vs. the costs involved in attracting and keeping him. Successful companies are specialized in creating clientele not only in creating products, and will demonstrate their capability in creating demand not only creating. “Consider your client as special value”, Tom Peters.
Alin Zainescu
General Manager
COMUNICATEDEPRESA.RO
Personal Presentation
Alin Zăinescu este General Manager al new media PR, companie de comunicare şi relaţii publice. Principalul proiect în acest moment este serviciul de distribuţie şi monitorizare comunicate de presă—www.comunicatedepresa.ro. Alin are o experienţă de peste 10 ani în jurnalism (Meridian şi Radio România), comunicare şi relaţii publice (Ogilvy Public Relations, Uniunea Forţelor de Dreapta, Partidul Alianţa pentru România, SNSPA – Facultatea de Comunicare şi Relaţii Publice)
Paper Abstract
Why online?
Online is the planet’s new mass medium. Of the total European population, 49% are regular, active users of the internet. Europeans now spend an average of 10.3 hrs online per week – an increase of 56% over the past 2 years.
Main topics:
1. Info about online market in .ro
2. Why online ?
a. The new mass medium
b. A decision-making space
c. Interactive two-way communication
d. Creative breakthroughs
e. Standards of measurement
f. Improved ROI
3. Tools for online communication
4. Case study: ComunicatedePresa.ro
Marius Nistor
Field Force Effectiveness Manager
Terapia I Ranbaxy
Personal Presentation
Sales person by nature, medic by profession; I started my career in the pharmaceutical industry in 2000 Mediplus, Farmactiv Division as a Sales Representative, soon after my ascension began in Terapia from 2002 as Medical Representative, Area Sales Manager, Promotion Manager and, to the present moment Field Force Effectiveness Manager for Terapia I Ranbaxy. My three true passions: my beautiful daughter Andreea, my loving and wise wife Ramona, and my passion for nature and details materialised in macro-photography.
Paper Abstract
The need for Field Force Effectiveness
Filed Force Effectiveness is for some of us in the pharmaceutical industry an implicit component of each company’s structure and especially in its evolution process. Do you know your sales force, its specific traits and all the key aspects of its activity, its capabilities, needs, strengths and weaknesses? Filed Force Effectiveness, authentic, realistic knowledge of your sales force in all its complexity is the modern recipe for success. The key to Filed Force Effectiveness for organisational growth: a standardised replicating structure for all the organisational and activity aspects.
Horea Murgu
Presedinte
Coaching Institute
Personal Presentation
On the way between KNOWING, DOING AND BEING, Horea Murgu went trough a few adventures: sometimes sound engineer for fiction movies and documentaries, sound designer for theatres and events, navigator, state secretary, Head of the Romanian Delegation in the Mass-Media Director Committee of the European Council (Strasbourg) but also expert (ad personam) in the Mass-Media Steering Committee, Strasbourg, CE, university scientific secretary, pro-rector, fellow of European Academy of Digital Media, director of a radio station (Nova 22), video publisher, member and sometimes president of international jury committees, associated lector, Project Management tutor, co-founder of important professional associations in Romania (The Romanian Association for Interactive Multimedia, STTCR–The Television and Cinematography Technicians Society (Societatea Tehnicienilor din Televiziune si Cinematografie)). Due to his significant life and professional experience he was elected President of the Coaching Institute in May 2004. In this stance he delivers the “Personal Development and Leadership” work shop and coaching services under the supervision of Alain Cardon, MCC in ICF.
Paper Abstract
The Sales and Marketing Symbiotic Relationship - The organisational recipe for effectiveness
The Training & Consulting SA Company was created in 1992, by a group of Romanian shareholders, with an Austrian partnership that was providing the structure for the training programmes. In 1992 – the company as addressing exclusively to the companies in the FMCG by training their sales force trough three training programmes. The company had 5 employees: 3 trainers that were also selling the services, 1 accountant and 1 secretary that was also promoting the company. In 1992, the competition of the company was a Romanian educational programs research institute (founded by a group of famous Romanian professors – good theoreticians but with no practical experience) and an excellence centre for managers (managers with practical experience but without a pedagogical structure) The activity of Training & Consulting SA increased exponentially year by year, the number of training programs was increased, depending on the competencies addressed. In 1999 - the Training & Consulting SA company had 42 training programs and 53 employees, grouped into departments: General Directors, Training Department, Consultancy Department, Sales Department, Marketing Department, Human Resources Department, Financial Department and the Logistics Department. Within the company’s growth process occurred a series of easily noticeable and difficult to manage tensions. Under the pressure of the share holders and that of the competition the Administration Council of the company decided to hire an external consultant Mr. Johanson. Mr Johanson had previously worked for 20 years in the pharmaceutical industry as: Sales Representative then Area Sales Manager, National Sales Manager and General Director. As a result of his success in reorganising the communication flux within the company Mr Johanson was consulted by a large number of multinational companies, in different fields of activity. What were the elements taken into account by Mr Johanson in analysing Training and Consulting SA? What were the problems he identified and what were the suggestions he made to the Administration Council? … we will discover all this together!
Mirela Iordan
Human Resources Director
Pfizer Romania
Personal Presentation
Married, two children- a boy 6 years old and one girl 2 years old 1999-2000 she was the Sales and Marketing Manager for Expand Health Contract Sales Organization, Bucharest. Since January 2001 she is the Human Resources Director for Pfizer Romania
Paper Abstract
Redefining the medical representative profile
The major challenge that we experience today is the attraction and retention of talented people. At the end of the day our business is all about people. If we have outstanding people with good personal values, then we can provide outstanding services to our customers. Generally speaking, around the world, there is a scarcity of labour, particularly skilled labour in the areas that we really do our business. We moved from a sales profile to a more solution provider profile with a major role in awareness and healthcare solutions. The 90’s meant the developing of our industry on a green field basis. This decade will represent for Romania environment “managing the European context”, collaborative environment, direct involvement and partnership of our customers in knowledge creation, fight for intellectual property rights and leveraging the technology. A new medical representative profile is emerging, able to deal with multitasks, skilled in information management, working collaboratively with various partners and cross-functional. The good foundation is that Romania is representing an emerging market with double-digit growth in many areas and seen as very attractive market for investors.
Dana Cange
Executive Director
Expand Health Romania
Personal Presentation
35 years old, one wonderful and very smart 6 years old daughter; born in Muntenia, likes smart people, kids, the mountain, the sea, winter, Austria & France. Friendly, vivacious, practical, ambitious and protective.
Mathematician, MBA - BSM student
Business profile:
10 Years experience and expertise in the pharmaceutical market, 7 Years in the top management positions within Expand’s managerial team. Strategic thinking, creativity, conceptual skills, speed, flexibility and passion.
Paper Abstract
Alterative Resources for Pharma Organisations Development
The trend towards outsourcing and acquiring core competencies when internal resources are inefficient and difficult to develop is obvious. There are many pros and cons regarding outsourcing and this work shop will bring to the participants’ attention all the key aspects involved in making the best decision. Business cases will be analysed trough the framework of outsourcing scenarios vs. internal outputs, inputs and processes
Razvan Bosinceanu
PR & Promotion Director
Expand Health Romania
Personal Presentation
Razvan Bosinceanu graduates the University of Medicine and Pharmacy. His career starts as a medical doctor at the Grigore Alexandrescu Hospital in Bucharest. In 2001 he joined the Antibiotice Iasi promotion team as Medical Representative . After 2 years in this position he becomes Area Sales Manager for Bucharest and the surrounding region . His job was to coordinate the promotion team , and develop close relations with the key opinion leaders within Bucharest Area. From April 2006, when he joined the Expand Health Team as a Promotion Director, his main responsibility becomes the training and coordination of the PCH sales team. He enjoys spending a lot of time with his 8 years old son, Mircea, skiing, scuba diving, motorbikes riding, mountain climbing, and any outdoor activity.
Paper Abstract
Case Study: Expand-Pfizer Consumerhealth Care
The partnership between Pfizer Consumer Healthcare and Expand Health has been developed from the necessity of a dedicated promotion team for the OTC products. In this kind of situation, the management of PFC decided is more effective to use a specialized outsourcing service, which provides a better coordination, continuous following, evaluation and training for the sales and promotion force. Together with the Pfizer Consumer Healthcare management, the Expand Health Team, has built promotion campaign and evaluates new possibilities, according to EFPIA code, for an effective promotion activity.
Amalia Gita
Field Force Manager
Expand Health Romania
Personal Presentation
After graduating she continued the family tradition –became a chemistry professor and practiced for 7 years. In 2003 she accepted the challenge and began her carrier in the pharmaceutical marketing as Medical Representative and shortly after this she became Product Manager – Aboca in Green Net – Farmexim. In March 2006 she was offered the opportunity to join the Expand Health Team – an honor and a great challenge. She is married and has a daughter – her biggest achievement! Her great passions are: shopping, dance, theatre and journeys in ancients places.
Paper Abstract
Case Study: Expand-Labormed
The Labormed – Expand project started in March 2006, with a team of 12 Medical Representatives and 1 Field Force Manager and the objective of launching a strategic generic product. The activity of this team is ‘’mirroring’’ the other cardiology and neurology divisions within LabormedPharma – from the territory and tasks point of view.
Petru Craciun
General Manager
Cegedim
Personal Presentation
Petru Craciun works for over 10 years in companies providing services dedicated to partners within the pharmaceutical market. With an entrepreneurial profile he gained a solid experience in periodically launching products and innovative solutions for the Romanian Market, combining local marketing and sales needs with the international experience and the way the pharmaceutical companies are operating. His present role is that of General Manager of Cegedim Romania
Paper Abstract
The Romanian pharmaceutical market – today and tomorrow
The presentation will approach the situation of the local pharmaceutical market, from a general point of view as well as from several complementary perspectives, with a direct implications in the near future, important for the participants in regard of the approach opportunities as well as regarding the risks that need to be addressed from the stance point of the companies involved.
Dan Zaharescu
Executive Director
ARPIM
Personal Presentation
Dan Zaharescu is currently executive director of ARPIM (Romanian Association of International Drug Manufacturers). He coordinates the activity of one of the most active NGO’s in Romanian pharmaceutical market. He holds a DEA (Diplome d’Etudes Approfondies) in Industrial Economics from the University of Social Sciences of Toulouse and a DESS (Diplome d’Etudes Superieures Specialisees) in Management from the High Commercial School of Marseille. He is PhD. Candidate in Management at the University of Social Sciences from Toulouse. Previously he worked for 15 years as business consultant and marketing director for different international pharmaceutical companies and industrial companies. Among others, his particular interest is in management of marketing and in competitive strategy analysis. His wide expertise in different fields and markets, allowed him to conduct successful projects abroad, in countries like Bulgaria, Ukraine, Russia and Baltic States.
Paper Abstract
The place and the role of the large international pharmaceutical companies in informing the public and the authorities regarding the efforts and the results of scientific research in the pharmaceutical field.
The process of discovering new molecules with therapeutically effects compatible with treating certain conditions has become over the time an extremely complex process that involves gigantic resources for research. The return of the research investments is a long process that involves, on the one hand protecting the discovery trough the patent and at the same time fast access on the market for the new drug. As we all know access to the market is strictly provided for by law in all the countries, and more often then not it is a difficult test for the new products. In this general context is interesting to follow ARPIM’s initiative to reunite all the efforts of the large international pharmaceutical companies which despite their strongly divergent business interests, join hands in creating a healthy competitive environment for the Romanian pharmaceutical market.
Vivian Diaconescu
Presedinte
Asociatia Distribuitorilor si Importatorilor de Medicamente
Personal Presentation
Vivian Diaconescu, graduate of the Law Faculty and the Economical Sciences Faculty in Constanta, Chief Operating Officer Wholesale - A&D Pharma, leader of the pharmaceutical distribution market in Romania and part of the A&D Pharma group. His career within the company started 9 years ago and passed trough different experiences and positions from Area Sales Manager to National Sales Director. In 2005, he was appointed General Director Mediplus, and shortly after this promotion, in October 2006 appointed Chief Operation Officer within the same company. Mediplus operates a country wide logistic, with warehouses in 12 cities and distributes approximately 5.000 to over 3500 pharmacies. In the last three years Mediplus maintained and consolidated its leader position on the market. Vivian Diaconescu’s goal is to maintain the company growth rhythm in order to provide new employment opportunities and an attractive profit for the share holders and the investors of the company.
Paper Abstract
The role of the distributor and the added value provided by it – present and future
The portrait of the distributor with a complete range of products. The evolution of the distributor’s role within the pharmaceutical market The future of the distributor within the pharmaceutical market
Marius Geanta
Redactor-Sef Hipocrate
Media District
Personal Presentation
Dr. Marius Geanta, General Director Media District, Chief Redactor Hipocrate. Probably the best medic among journalists and the best journalist among medics.
Paper Abstract
The efficient approach of the medical market: the medical press
The first printed advertising for mass distribution was created half a millennium ago in a brochure. It was 1525, in a burg in Germany, and the print was promoting the virtues of a drug considered, at the time, to be miraculous. It was the fist proof of the bond between the pharmaceutical field and the media and advertising industry. I invite you to discover all the others within this presentation.
Anca Pop
President
FASFR
Personal Presentation
Since 2004 Anca Pop is the contact person for the International Federation of Pharmacy Students for Romania. In April 2006 she was elected President of the Romanian Federation of the Pharmacy Students Associations (Federatiei Asociatiilor Studentilor Farmacisti din Romania). Coordinator of the preparations for the 54th International Congress of the Pharmacy Students, Congress that will take place in Cluj in 2008.
Paper Abstract
The perspectives of the young pharmacist
The Romanian Federation of the Pharmacy Students Associations (Federatiei Asociatiilor Studentilor Farmacisti din Romania) was created on the 23rd of November 2003, as a response to the pharmacy students in Romania need to be represented at the national level and in order to facilitate their collaboration with similar structures nationally and internationally. Now the federation reunites all the local pharmaceutical organizations and is a member of EPSA- European Pharmaceutical Students’ Association and IPSF- International Pharmaceutical Students’ Federation The vote received this year in Cairns, Australia, for organizing the 54th International Congress of the Pharmacy Students, was the recognition of our merits. What is the opinion of the Pharmacy student regarding the Romanian education system? Does the knowledge accumulated in the university match the real requirements of our future employers? Does the student acquire all the necessary skills for success on the work market? Is the evaluation efficient? Should we specialize during our university studies? These are only a few of the questions we are confronting with. We invite you to fins answers together!
Carmina Rogojinaru
Country Manager
Ewopharma AG - Romania
Personal Presentation
Carmina Rogojinaru graduated the Faculty of Medicine and Pharmacy ”Carol DAVILA” from Bucharest and completed her education with an MBA from the Bucharest Management School-B.S.M.(Romanian-Canadian MBA)-MARKETING specialization. She had a fast carrier in the pharmaceutical industry becoming only in 4 years Country Manager for the Romanian representative office of the Swiss company Ewopharma A.G. She’s actually running a team of 21 people with a profitability/employee far above the average one known in the field and she’s performing also since last year as a Professor for Marketing Management at BSM.
Paper Abstract
Managing Customer Value - High Performance marketing programmes
Managing customer value is a very generous subject that refers to both the value of a customer for the company but also to the other side of the coin-the value that the customer perceive as representing for the company. We all know that it is more profitable to manage the loyal customers instead of trying to attract new ones but we also see recently how spoiled are some categories of targets by all companies. What is the real value of a CUSTOMER for the company? Is there a gap between what we think about this and what is financially obvious? High performance marketing programs are the ones that either successfully launch a new product on the market and build up a nice brand awareness in a short time either the ones that maintain a product in the growth or maturity phase of LPC with the required by shareholders profitability.
Alina Stepan
Client Service Manager
Synovate Romania
Personal Presentation
Alina Stepan has had more than 6 years qualitative and quantitative research experience. She is the local champion for Customer Loyalty Research Programs and sector leader for the business development of banking and automotive industries. Alina has BA in Sociology and MA in Communication. She speaks English and French fluently.
Paper Abstract
Loyal customers – most effective engines driving business success
The days of the passive customers are over – and probably never existed. Customers are active agents with their own agendas. They are the value engines. Relationship marketing and management involves getting close to customers, understanding their agendas, determining how to profitably facilitate those agendas, and then working collaboratively with customer to accomplish their goals.
Alecsandra Fulga
Client Service Manager
Synovate Romania
Personal Presentation
Alecsndra Fulga has extensive experience in the marketing of pharmaceutical products. She is responsible for developing the pharmaceutical sector and is the local marketing and communication champion. She holds an MBA from the Norwegian School of Management and a BA in International Economic Relations from ASE
Paper Abstract
Loyal customers – most effective engines driving business success
The days of the passive customers are over – and probably never existed. Customers are active agents with their own agendas. They are the value engines. Relationship marketing and management involves getting close to customers, understanding their agendas, determining how to profitably facilitate those agendas, and then working collaboratively with customer to accomplish their goals.
Dumitru Lupuliasa
Presedinte
Colegiul Farmacistilor din Romania
Personal Presentation
Born in Borca, Judetul Neamt, licensed in pharmacy Prof.Dr Dumitru Lupuleasa starts his career by joining the team of the “Petre Ionescu Stoian” State Institute for Drug Control and Pharmaceutical Research (Institutului de Stat pentru Controlul Medicamentului si Cercetari Farmaceutice). Throughout his career earns a number of scientific distinctions: Doctor in Sciences, Primary Pharmacist, Doctor Honoris Causa of the Ovidius University in Constanta. In 1997 becomes professor of Pharmaceutical Technique. Prof.Dr Dumitru Lupuleasa is President of the Committee for Drugs Distribution, President of the Pharmaceutical Industry and Clinical Pharmacy Committee, external expert for the National Drug Agency, Government Consultant for the National Medicine Program, ONU expert for the narcotics PNUD program, vice-president of the 40th narcotics conference – Vienna 1997. His public activity includes over 140 scientific papers published in specialized magazines or presented within international and national congresses.
Paper Abstract
How and when the pharmacist learns your product?
The market characteristics: the research and development rhythm in the pharmaceutical industry, the development and the re-branding of the autochthonous products, the diversity of producers, the large number of pharmaceutical and non-pharmaceutical products, the marketing campaigns, the commercial offers and policies specific to the pharmacy, are all elements with a powerful impact in the contact point of the patient with the product: the pharmacy. Starting from the two essential axioms in the pharmaceutical practice: - The patient has the right to receive the most appropriated recommendation. - The Pharmacist must provide the best advice and the most appropriated drug. We ask ourselves: Can we respect the ethical context in the profitable context for all the parties involved? Can the scientific values be respected as well as the business values? Yes, if the pharmacist is informed regarding the products, the market and its mechanisms. The pharmaceutical companies’ representatives become in the present context the most active and actualized information source.
Oana Cociasu
Managing Director
Medic One
Personal Presentation
Graduate of the Medical University of Bucharest, M.D. degree, specialization in Paediatrics – Bucharest; main focus - Paediatric Oncology. In March 1993 joined D’Arcy team, six years later, June 1999 founded & directed Medicus/D’Arcy – the medical advertising department of D’Arcy Romania. In November 1999 Established Medic One and acts as Managing Director, member of the Board of Directors and shareholder; affiliated Medic One to the international group Lowe & Partners; Deputy Managing Director Lowe&Partners Romania
Paper Abstract
Innovative Promotion Strategies
Why ‘’Innovative’’ – Paradox, although innovation is the key stone of the success of the pharmaceutical companies, the promotion strategies in the industry are facing a large disadvantage: limiting the innovation and the freedom of expression, due to the specificity of the pharmaceutical products and the self imposed restrictions of the players on this market. In this framework, the challenge for the marketing department is higher and higher: the Product Managers have on the one hand to face the competition for their products and on the other have to identify new, creative promotion methods, all this by respecting all the deontological, ethical and professional norms.
Questions: How much innovation do we want in promotion? Is it necessary? Why?
Are there international ‘’success stories’’ that we can just import?
Do you believe your target (the customer) is receptive to all promotion methods? Have you tested this?
Why ‘’Promotion’’ – Promotion is part of the pharmaceutical marketing, in order to have efficient promotion the marketing needs to develop certain working tools, without this working tools their portfolio is simply a R&D exercise. Medical promotion has well established rules, sometimes forced to respect rigid procedures and clichés that sometimes can alter the brand potential of a drug, reducing it to a drug whose life ends once the patent expires. Medical promotion involves communication/advertising that involves specialised agencies. The benefits of working with a specialised company in launching/ maintaining a product on the pharmaceutical market are still underestimated.
Questions:
What do you think is the role of an agency in medical promotion?
Can a specialised agency help in identifying new promotion methods? Can this ne methods be implemented in Romania? Examples.
Why ‘’Strategies”’ – Without a clear unitary strategy promotion cannot not succeed. The company objectives a forts to be conquered and the pharmaceutical market is a permanent battle field the stakes are very high, the opponents strong, the .solders well trained and their weapons the most sophisticated. Among the fighting tactics employed, medical promotion and communication ask for continuous innovative spirit, flexibility and adaptability under the conditions imposed by a legislatively, economically and socially volatile market.
Questions:
Are the strategies specific to the Romanian market? Frequent strategic mistakes.
Why do we constantly ignore GPs?
The role of patient promotion strategies; what is your opinion regarding how important the patient is in medical communication?
The role of the promotion team in implementing strategies… do they help… or not?
Francesco Lucchetta
Pharma Business Unit Director
Angelini Italy
Personal Presentation
80% Italian and 20% Romanian due to my two years in Bucharest. A period that has signed for ever my life, both professionally and personally. These few lines to thanks the excellent people I had the fortune to meet and to work with, while in Romania. The rest of my life in the last 20 years has been almost like a ‘gypsy’: Rome, Milan, Bucharest, Verona, London, San Francisco, Los Angeles, Vicenza, Sao Paolo, Munich. Companies: Banca Intesa, SmithKline Beccham, Schering AG, Angelini.
Paper Abstract
Would you launch the 355th antibiotic in the market?
Probably you would say: ‘it depends’, during the presentation we will go through that ‘depends’! We are going to disclose more details, and see step by step the results. Do you think there is a happy ending? Follow the story and you will discover it!
Irina Berechet
Communication Manager
Roche Romania
Personal Presentation
Irina Berechet is, starting with 2005, Communication Director for Roche Romania. Mrs. Berechet has over 10 years experience in the pharmaceutical industry, several successive managerial positions in Roche Romania, started as a Product Manager and continued until 2005 with a Business Unit Manager position for the transplant and Anemia portfolio. After graduating from the Medicine and Pharmacy University in Bucharest become a specialist for the Clinical Institute Matei Bals. This experience was followed by developing a career in the pharmaceutical industry and trainings in marketing, leadership and communication INSEAD and London Business School. Mrs. Berechet created the Communication Department within Roche Romania, and her medical background as well as her managerial experience allow he to have a integrative approach of a very complex field, that of communication in the pharmaceutical industry.
Paper Abstract
Roche – Tradition and innovation
On the 1st of October 1896, Fritz Hoffmann ands Adele La Roche, persuaded that the future belongs to industrially produced drugs, not to the ones produced in small pharmacy laboratories, create a company that will stand up, throughout its entire history trough the constant interest for the new, dynamism and the desire to truly change people’s lives. From the coughing syrups to the biotechnology drugs the company went trough a long journey guided by the mission of looking for and finding innovative solutions for the most common and most severe condition, cancer, chronic hepatitis, AIDS. Innovation is our guiding principle; it is part of the Roche culture. We are firmly engaged in our actions, dedicating to research and developing new molecules, and at the same time researching the most intimate mechanisms of the illness and providing tests for fast, early diagnosis. The research and development centers in biotechnology, the drug access programs, social responsibility projects, exploiting the synergy between the two components, pharmaceuticals and diagnosis, are only a few examples of original approaches, not only of products and services provided but to all the activities developed by the company and its people. Over a century of continuous innovation, administrative-organizational, but especially in research and developing products, based on a family tradition with an essential influence. Over a century trough which Roche followed its path to the most beautiful promise for the health of the future: personalized medicine. The will of all doctors, to treat people, not illnesses.
Ruxandra Fiser
Sales Force Effectiveness Manager
Ozone Laboratories
Personal Presentation
Ruxandra started her career in the pharmaceutical market in 1998 as medical representative for Beaufour Ipsen. Medical promotion proved to be an extremely interesting field providing great challenges as well as the opportunity for professional and personal development. In 2004, Ruxandra joined the team of Expand Health as Promotion & PR Manager, her main activities consisting in coordinating the medical promotion force. Since April 2006, Ruxandra joined Ozone Laboratories, her role: improving the efficiency and the interaction of the Ozone medical promotion force in relation with the clients, developing and integrating a performance management system based on competencies within the activity of the Ozone medical division.
Paper Abstract
Out of the box! Medical promotion in the search for the path to excellence
The presentation aims to identifying the influence factors within the relationship between the pharmaceutical companies and the medical field, an attempt to answer key questions for all of us those involved in medical promotion. What are the doctor’s expectations from the Medical representatives? How and what do we communicate within the medical call? What is the message the pharmaceutical market wants to transmit to doctors and pharmacists?
Sorin Stefan Mocanu
Sales Operations Manager
Eli Lilly
Personal Presentation
Sorin Mocanu graduated in 1996 the Military Medical University – Bucharest and he worked for one year at Central Military Hospital. In 1997 he has joined Eli Lilly Romania and he has a lot of years work experience in Sales and Marketing functions. Also, Mr. Mocanu obtained in 2003 a EMBA degree from IAPAP ASEBUSS. He is married and he has two kids.
Paper Abstract
Good Promotional Practices - a necessity in Romanian Pharma Environment
In the last years Parma industry's image has been impacted by a lot of media campaigns against it. This trend starts to be observed in Romania, too. Are we prepared to face it? How efficient the GPP can be for improving this image?
Mariana Wencz
Country Manager
Zentiva Romania
Personal Presentation
Mariana Wencz started working for the District Hospital Buzau as Assistant Pharmacist and continued on the same position in the first private pharmacy in town. In 1994 she becomes Warehouse Supervisor at Relad International and climbs rapidly the hierarchical ladder so that in 2002 she becomes Key Account Manager. Meanwhile, in 2001, she graduated the Faculty of Finance-Banking, in the Bucharest Academy of Economical Studies. Starting May 2003, she holds the position of Country Manager for Zentiva Romania, obtaining extraordinary results, second best after Czech Republic within Zentiva Group. She is married and has one child. Among her hobbies are to be mentioned: shopping, skiing, travelling, music and party planning.
Paper Abstract
Simvacard – a success story
Simona Melnic
Executive Manager - Corporate Affairs
Johnson & Johnson, Janssen-Cilag
Personal Presentation
For Romanian natives, I consider myself “doctor raspopit” (medic primar geriatrie-gerontologie) for English speakers, my adoption profession became “manager” Have started in the pharma market, in 1995, in Janssen-Cilag, Romania & have returned after management change, in 2006, to the same company, in a circular model, like Rebreanu’s novels. In the meantime I have got the exposure to professional experiences I am extremely proud & fond of, like Marketing & Sales Manager in Richter Gedeon, Country-Manager in Lek & then Lek/Pharmatech, Business Manager sanofipasteur & even an intermezzo in FMCG business, in Gillette. Best time in my life: the chance to interact with the most interesting people, colleagues in the MBA program Beliefs:
- when you cannot change facts, you have to accept them or leave
- never leave a company with open problems
- never move to direct competitor
- be consistent & enthusiastic & leave value behind
Best achievement: improving my career pass, while watching as my 4 years old daughter opens wider-and-wider the eyes, to life
Paper Abstract
“Playin’ good business”…& our day-to-day negotiation
In the last 10 years negotiation as academicals or field, professional concern, has grown dramatically: universities are beginning to appoint specialized faculties in negotiation, not to talk about consulting firms… Many authors have addressed to the meanings & limits of principled negotiation. Further more, almost our entire activity, beyond dealing with third parties, distributors, agencies, with the authorities, consists of negotiation: with the boss, mates & subordinates, with spouse, daughter, with the landlord, the market seller or services provider … How far can a pharmaceutical company, which puts its principles of societal marketing in a negotiation, balance its concerns regarding company profits, consumers needs & wants &, society’s interests? Johnson & Johnson, one of America’s most admired companies for community & environmental responsibility, proposes “plain’ good business” & “at the end of the day, we believe the market place will reward us”
Marian Pana
Data Business Unit Manager
Cegedim
Personal Presentation
Marian Pana has worked for over 10 years in companies providing services dedicated to partners within the pharmaceutical market. He gained solid experience in periodically launching innovative products and solutions that improve the performances of the marketing and sales teams of the pharmaceutical companies. His present role is that of Data Business Unit Manager of Cegedim Romania
Paper Abstract
When medical representatives prioritize doctors, who objectively are they doing it? Do they base their choice on proof or on their subjective opinion?
Are you sure you have segmented and targeted correctly the medical population? When medical representatives prioritize doctors, how objectively are they doing it? Do they base their choice on proof or on their subjective opinion?
New opportunities for implementing strategies to increase field force effectiveness.
ICOMED will allow you a certainly better physicians’ segmentation and targeting process through nominative access to:
- Prescription behaviours
- Therapeutical attitudes
- Brand preferences
- Patient load
Simona Mocanu
Marketing Manager
Wyeth - Romastru Trading
Personal Presentation
I graduated the Pharmacy Faculty within UMF Bucuresti in 1998 and I started my activity in the fifth year of my studies in A&D Pharma as probation pharmacist in one of the newly opened Sensi Blu pharmacies. In the 6 month in the pharmacy I realized I wanted a more dynamic activity profile, I followed my instinct and I choose the pharmaceutical market. I had the chance of starting my activity as Medical Representative with F. Hoffmann – La Roche where I found a very special team and where I grew professionally. In 2001 I joined Wyeth where together with a formidable team I contributed to constructing and developing the company. This work place provided the greatest professional and personal satisfactions. My evolutions included several steps from medical representative, product specialist, product manager, sales & product manager, to the present position of marketing manager; activity that involves a high level of responsibility, initiative and applying constructive decisions in a fast rhythm. The fact that I am an energetic and well organized person with great communication skills helped in creating strong relationships with my collaborators. I think real success is keeping the balance between the professional and the family life. My husband and my daughter support me in finding this balance and tranquillity. The lesson I learned from life: no important thing is achieved without enthusiasm and perseverance.
Paper Abstract
Does sales force size influence the market leader position of one product?
Understanding the interaction between promoting different products and allocating the promotion resources according to the targeted priorities is vital. How a adequate strategy in establishing the size of the team can reduce the costs, increase the sales and improve the performances of the products on short and long term. What we learned from multiple client targeting and segmentation, taking into account the promotion of all the products in a business unit.
Bogdan Viasu
Country Manager
Bayer Healthcare Pharmaceuticals- Romastru Trading
Personal Presentation
The teenager passionate for electronics, literature and long rides with his bicycle becomes in 1996, by graduating the Medicine Faculty “Gr T Popa”, a medic, inspired by the surgery art embraced for over 30 years by his father, and also the Director of the Iasi Subsidiary of Farmexim SA, a company he worked for during his university studies. His involvement in the pharmaceutical business and his professional success determined the young medic to choose a Medical Representative career and them become a manager in the pharmaceutical industry. Today, Bogdan Viasu is Country Manager, Bayer Healthcare Pharmaceuticals, Romastru Trading, with over 10 years experience in pharmaceutical promotion and an important managerial expertise. And because there is always something to be learned, Bogdan Viasu is a student, in the second year of the Romanian-Canadian MBA Program and the proud owner of a sailing license.
Paper Abstract
The role of performing marketing programs in dynamic curve of customer satisfaction
“I do not know who you are.
I do not know the company that sent you.
I do not know the product of your company.
I do not know what your company stands for.
I do not know who the clients of your company are
I do not know the history of your company.
I do not know the reputation of your company.
Well, now tell me, what was it you wanted to sell to me?”
Over 35 years ago, Peter Drucker was noticing that the first objective of a company is to ‘’create a clientele’’. Contemporary consumers have to choose from a large number of products, brands, prices and providers. The essential question is, how do they make their choice?
Our analysis highlighted the fact that their choice is based on the way they perceive the notions of quality, services and value. We need to know the elements that determine value and satisfaction from the client’s point of view. Generally, the buyer will opt for the maximized value offer. The buyers are satisfied when their expectations are fulfilled and excited when their expectations are exceeded. Satisfied clients are long term clients, buy larger amounts, are less influenced by the price and are the company’s promoters and its products. The main objective of the company is not as much attracting clients as especially keeping them. Client relationship marketing is the key to keeping your clientele, the type of relation is determined by the value of the clients’ life vs. the costs involved in attracting and keeping him. Successful companies are specialized in creating clientele not only in creating products, and will demonstrate their capability in creating demand not only creating. “Consider your client as special value”, Tom Peters.
Alin Zainescu
General Manager
COMUNICATEDEPRESA.RO
Personal Presentation
Alin Zăinescu este General Manager al new media PR, companie de comunicare şi relaţii publice. Principalul proiect în acest moment este serviciul de distribuţie şi monitorizare comunicate de presă—www.comunicatedepresa.ro. Alin are o experienţă de peste 10 ani în jurnalism (Meridian şi Radio România), comunicare şi relaţii publice (Ogilvy Public Relations, Uniunea Forţelor de Dreapta, Partidul Alianţa pentru România, SNSPA – Facultatea de Comunicare şi Relaţii Publice)
Paper Abstract
Why online?
Online is the planet’s new mass medium. Of the total European population, 49% are regular, active users of the internet. Europeans now spend an average of 10.3 hrs online per week – an increase of 56% over the past 2 years.
Main topics:
1. Info about online market in .ro
2. Why online ?
a. The new mass medium
b. A decision-making space
c. Interactive two-way communication
d. Creative breakthroughs
e. Standards of measurement
f. Improved ROI
3. Tools for online communication
4. Case study: ComunicatedePresa.ro
Marius Nistor
Field Force Effectiveness Manager
Terapia I Ranbaxy
Personal Presentation
Sales person by nature, medic by profession; I started my career in the pharmaceutical industry in 2000 Mediplus, Farmactiv Division as a Sales Representative, soon after my ascension began in Terapia from 2002 as Medical Representative, Area Sales Manager, Promotion Manager and, to the present moment Field Force Effectiveness Manager for Terapia I Ranbaxy. My three true passions: my beautiful daughter Andreea, my loving and wise wife Ramona, and my passion for nature and details materialised in macro-photography.
Paper Abstract
The need for Field Force Effectiveness
Filed Force Effectiveness is for some of us in the pharmaceutical industry an implicit component of each company’s structure and especially in its evolution process. Do you know your sales force, its specific traits and all the key aspects of its activity, its capabilities, needs, strengths and weaknesses? Filed Force Effectiveness, authentic, realistic knowledge of your sales force in all its complexity is the modern recipe for success. The key to Filed Force Effectiveness for organisational growth: a standardised replicating structure for all the organisational and activity aspects.
Horea Murgu
Presedinte
Coaching Institute
Personal Presentation
On the way between KNOWING, DOING AND BEING, Horea Murgu went trough a few adventures: sometimes sound engineer for fiction movies and documentaries, sound designer for theatres and events, navigator, state secretary, Head of the Romanian Delegation in the Mass-Media Director Committee of the European Council (Strasbourg) but also expert (ad personam) in the Mass-Media Steering Committee, Strasbourg, CE, university scientific secretary, pro-rector, fellow of European Academy of Digital Media, director of a radio station (Nova 22), video publisher, member and sometimes president of international jury committees, associated lector, Project Management tutor, co-founder of important professional associations in Romania (The Romanian Association for Interactive Multimedia, STTCR–The Television and Cinematography Technicians Society (Societatea Tehnicienilor din Televiziune si Cinematografie)). Due to his significant life and professional experience he was elected President of the Coaching Institute in May 2004. In this stance he delivers the “Personal Development and Leadership” work shop and coaching services under the supervision of Alain Cardon, MCC in ICF.
Paper Abstract
The Sales and Marketing Symbiotic Relationship - The organisational recipe for effectiveness
The Training & Consulting SA Company was created in 1992, by a group of Romanian shareholders, with an Austrian partnership that was providing the structure for the training programmes. In 1992 – the company as addressing exclusively to the companies in the FMCG by training their sales force trough three training programmes. The company had 5 employees: 3 trainers that were also selling the services, 1 accountant and 1 secretary that was also promoting the company. In 1992, the competition of the company was a Romanian educational programs research institute (founded by a group of famous Romanian professors – good theoreticians but with no practical experience) and an excellence centre for managers (managers with practical experience but without a pedagogical structure) The activity of Training & Consulting SA increased exponentially year by year, the number of training programs was increased, depending on the competencies addressed. In 1999 - the Training & Consulting SA company had 42 training programs and 53 employees, grouped into departments: General Directors, Training Department, Consultancy Department, Sales Department, Marketing Department, Human Resources Department, Financial Department and the Logistics Department. Within the company’s growth process occurred a series of easily noticeable and difficult to manage tensions. Under the pressure of the share holders and that of the competition the Administration Council of the company decided to hire an external consultant Mr. Johanson. Mr Johanson had previously worked for 20 years in the pharmaceutical industry as: Sales Representative then Area Sales Manager, National Sales Manager and General Director. As a result of his success in reorganising the communication flux within the company Mr Johanson was consulted by a large number of multinational companies, in different fields of activity. What were the elements taken into account by Mr Johanson in analysing Training and Consulting SA? What were the problems he identified and what were the suggestions he made to the Administration Council? … we will discover all this together!
Mirela Iordan
Human Resources Director
Pfizer Romania
Personal Presentation
Married, two children- a boy 6 years old and one girl 2 years old 1999-2000 she was the Sales and Marketing Manager for Expand Health Contract Sales Organization, Bucharest. Since January 2001 she is the Human Resources Director for Pfizer Romania
Paper Abstract
Redefining the medical representative profile
The major challenge that we experience today is the attraction and retention of talented people. At the end of the day our business is all about people. If we have outstanding people with good personal values, then we can provide outstanding services to our customers. Generally speaking, around the world, there is a scarcity of labour, particularly skilled labour in the areas that we really do our business. We moved from a sales profile to a more solution provider profile with a major role in awareness and healthcare solutions. The 90’s meant the developing of our industry on a green field basis. This decade will represent for Romania environment “managing the European context”, collaborative environment, direct involvement and partnership of our customers in knowledge creation, fight for intellectual property rights and leveraging the technology. A new medical representative profile is emerging, able to deal with multitasks, skilled in information management, working collaboratively with various partners and cross-functional. The good foundation is that Romania is representing an emerging market with double-digit growth in many areas and seen as very attractive market for investors.
Dana Cange
Executive Director
Expand Health Romania
Personal Presentation
35 years old, one wonderful and very smart 6 years old daughter; born in Muntenia, likes smart people, kids, the mountain, the sea, winter, Austria & France. Friendly, vivacious, practical, ambitious and protective.
Mathematician, MBA - BSM student
Business profile:
10 Years experience and expertise in the pharmaceutical market, 7 Years in the top management positions within Expand’s managerial team. Strategic thinking, creativity, conceptual skills, speed, flexibility and passion.
Paper Abstract
Alterative Resources for Pharma Organisations Development
The trend towards outsourcing and acquiring core competencies when internal resources are inefficient and difficult to develop is obvious. There are many pros and cons regarding outsourcing and this work shop will bring to the participants’ attention all the key aspects involved in making the best decision. Business cases will be analysed trough the framework of outsourcing scenarios vs. internal outputs, inputs and processes
Razvan Bosinceanu
PR & Promotion Director
Expand Health Romania
Personal Presentation
Razvan Bosinceanu graduates the University of Medicine and Pharmacy. His career starts as a medical doctor at the Grigore Alexandrescu Hospital in Bucharest. In 2001 he joined the Antibiotice Iasi promotion team as Medical Representative . After 2 years in this position he becomes Area Sales Manager for Bucharest and the surrounding region . His job was to coordinate the promotion team , and develop close relations with the key opinion leaders within Bucharest Area. From April 2006, when he joined the Expand Health Team as a Promotion Director, his main responsibility becomes the training and coordination of the PCH sales team. He enjoys spending a lot of time with his 8 years old son, Mircea, skiing, scuba diving, motorbikes riding, mountain climbing, and any outdoor activity.
Paper Abstract
Case Study: Expand-Pfizer Consumerhealth Care
The partnership between Pfizer Consumer Healthcare and Expand Health has been developed from the necessity of a dedicated promotion team for the OTC products. In this kind of situation, the management of PFC decided is more effective to use a specialized outsourcing service, which provides a better coordination, continuous following, evaluation and training for the sales and promotion force. Together with the Pfizer Consumer Healthcare management, the Expand Health Team, has built promotion campaign and evaluates new possibilities, according to EFPIA code, for an effective promotion activity.
Amalia Gita
Field Force Manager
Expand Health Romania
Personal Presentation
After graduating she continued the family tradition –became a chemistry professor and practiced for 7 years. In 2003 she accepted the challenge and began her carrier in the pharmaceutical marketing as Medical Representative and shortly after this she became Product Manager – Aboca in Green Net – Farmexim. In March 2006 she was offered the opportunity to join the Expand Health Team – an honor and a great challenge. She is married and has a daughter – her biggest achievement! Her great passions are: shopping, dance, theatre and journeys in ancients places.
Paper Abstract
Case Study: Expand-Labormed
The Labormed – Expand project started in March 2006, with a team of 12 Medical Representatives and 1 Field Force Manager and the objective of launching a strategic generic product. The activity of this team is ‘’mirroring’’ the other cardiology and neurology divisions within LabormedPharma – from the territory and tasks point of view.
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