Areas of Interest 2010
Mike Song
CEO
Cohesive Knowledge Solutions
Personal Presentation
• Mike Song spent 10 years in the pharmaceutical industry where he won over 30 awards for performance, quality, and innovation. In 2004 he left Pfizer to found get control.net -- a company dedicated to helping pharmaceutical industry employees boost productivity, sales, and performance.
• His best-selling book -- The Hamster Revolution -- has sold over 125,000 copies in 12 languages. Readers get control of their lives and get more done!
• Mike has reached millions through interviews with CNN, CNBC and The Wall Street Journal.
• Mike's client list is stellar:
o Private Sector: Pfizer, Novartis, Merck, Astra-Zeneca, Genentech, Cubist, and Sanofi-Aventis.
• For the analytical members of our audience - Mike has conducted over 35,000 surveys to make sure that his tips and strategies work in the REAL WORLD. His passion is helping you get ahead at work without falling behind at home.
Paper Abstract
WOUNDED WORKFLOW!
4 Productivity Pain Points that Cost America a Trillion Dollars a Year
A GET CONTROL! WHITE PAPER BY MIKE SONG AND BILL KIRWIN: INFO@GETCONTROL.NET
The plunging economy, rising global competition and the rapid shift to information-related jobs have created a renewed focus on productivity initiatives. In order to survive, businesses need information workers (i-workers) who can produce more, faster, smarter, better products and services with fewer resources.
Unfortunately, major obstacles to increased productivity work against this goal. Over the past six years we have conducted a study of over 35,000 i-workers that reveals four critical pain points that prevent i-workers from getting more done.
1. Overload
2. Miscommunication
3. Disorder
4. Isolation
The cost of Overload, Miscommunication, Disorder, and Isolation (OMDI) to the U.S. in wages alone is over $1 trillion a year and rising fast. Organizations must address these issues if they hope to compete in the future. In this paper, the four productivity pain points are clearly identified along with a simple plan to help every organization survive – and better yet, thrive.
CEO
Cohesive Knowledge Solutions
Personal Presentation
• Mike Song spent 10 years in the pharmaceutical industry where he won over 30 awards for performance, quality, and innovation. In 2004 he left Pfizer to found get control.net -- a company dedicated to helping pharmaceutical industry employees boost productivity, sales, and performance.
• His best-selling book -- The Hamster Revolution -- has sold over 125,000 copies in 12 languages. Readers get control of their lives and get more done!
• Mike has reached millions through interviews with CNN, CNBC and The Wall Street Journal.
• Mike's client list is stellar:
o Private Sector: Pfizer, Novartis, Merck, Astra-Zeneca, Genentech, Cubist, and Sanofi-Aventis.
• For the analytical members of our audience - Mike has conducted over 35,000 surveys to make sure that his tips and strategies work in the REAL WORLD. His passion is helping you get ahead at work without falling behind at home.
Paper Abstract
WOUNDED WORKFLOW!
4 Productivity Pain Points that Cost America a Trillion Dollars a Year
A GET CONTROL! WHITE PAPER BY MIKE SONG AND BILL KIRWIN: INFO@GETCONTROL.NET
The plunging economy, rising global competition and the rapid shift to information-related jobs have created a renewed focus on productivity initiatives. In order to survive, businesses need information workers (i-workers) who can produce more, faster, smarter, better products and services with fewer resources.
Unfortunately, major obstacles to increased productivity work against this goal. Over the past six years we have conducted a study of over 35,000 i-workers that reveals four critical pain points that prevent i-workers from getting more done.
1. Overload
2. Miscommunication
3. Disorder
4. Isolation
The cost of Overload, Miscommunication, Disorder, and Isolation (OMDI) to the U.S. in wages alone is over $1 trillion a year and rising fast. Organizations must address these issues if they hope to compete in the future. In this paper, the four productivity pain points are clearly identified along with a simple plan to help every organization survive – and better yet, thrive.
Konstantinos Kofinas
General Manager
IMS Greece & Adriatic
Personal Presentation
Konstantinos has recently joined IMS to lead the Greek affiliate and the Balkan team (Bulgaria, Romania, Slovenia, Croatia, Serbia, etc).
He has been leading Solvay Pharma in Greece for the last 5 years where he doubled turnover and bottom line next to organic growth and Fournier acquisition back in 2006. Previously he was area manager for the Nordic countries and the Baltic for another 5 years where he contributed to the establishment and development of Solvay affiliates in both mature (Scandinavia) and emerging (Baltic) markets. He has a sound record in business development, commercial effectiveness and strategic planning and dealt with parallel trade and pricing issues at corporate level. Has deep understanding of the pharmaceutical channel in Europe and GR in particular based on his 20 years of involvement in the pharmaceutical sector.
Konstantinos holds a BS and Ph.D in Pharmacy from the Universities of Athens & Lausanne, and an MBA from University of Strathclyde. He was born in Greece and lived and worked in Germany, France and Switzerland. He is a member of the Panhellenic Pharmaceutical Association, Onassis Welfare Institution and ex Board member of Panhellenic Association for Pharmaceutical Companies (SFEE).
Paper Abstract
Available soon
General Manager
IMS Greece & Adriatic
Personal Presentation
Konstantinos has recently joined IMS to lead the Greek affiliate and the Balkan team (Bulgaria, Romania, Slovenia, Croatia, Serbia, etc).
He has been leading Solvay Pharma in Greece for the last 5 years where he doubled turnover and bottom line next to organic growth and Fournier acquisition back in 2006. Previously he was area manager for the Nordic countries and the Baltic for another 5 years where he contributed to the establishment and development of Solvay affiliates in both mature (Scandinavia) and emerging (Baltic) markets. He has a sound record in business development, commercial effectiveness and strategic planning and dealt with parallel trade and pricing issues at corporate level. Has deep understanding of the pharmaceutical channel in Europe and GR in particular based on his 20 years of involvement in the pharmaceutical sector.
Konstantinos holds a BS and Ph.D in Pharmacy from the Universities of Athens & Lausanne, and an MBA from University of Strathclyde. He was born in Greece and lived and worked in Germany, France and Switzerland. He is a member of the Panhellenic Pharmaceutical Association, Onassis Welfare Institution and ex Board member of Panhellenic Association for Pharmaceutical Companies (SFEE).
Paper Abstract
Available soon
Paul Garrison
MBA Marketing Professor
Central European University
Personal Presentation
Paul Garrison is the Chairman of the Garrison Group. He is a Visiting Professor of Marketing in MBA programs at Maastricht University (Bucharest), Skolkovo (Moscow) and Central European University (Budapest) where he also served as Dean of the Business School. Paul is a frequent guest lecturer at several leading universities and business conferences in both in Europe and the US and has served as host of the Central European Marketing Summit in 2007 and 2009.
Paul has worked in marketing for over 30 years. He started out at Procter & Gamble and then went on to serve two stints at Coca-Cola – first in the US, and then later as marketing director for Central and Eastern Europe (including responsibility for Romania), and finally as managing director in Hungary.
In between he ran his own advertising agency for 10 years in the US. In 2002 founded the Garrison Group strategic consultancy based in Budapest. The Garrison Group is highly involved in leading edge marketing throughout the region with clients such as Efes, IKEA, Sony PlayStation, Telenor, Bayer, P&G, UniCredit Bank, Sanofi, and, of course, Coca-Cola.
In addition to several marketing related articles published in leading business magazines in Europe and the United States, Paul has also written two historical books on Eastern Europe (Concrete Statues and The Distance) and the second edition of his marketing book – Exponential Marketing – was published in the fall of 2009.
Paper Abstract
How Much Do You Really Know About Your Customers?
The state of pharma marketing has been in need of an upgrade for years and nowhere is that upgrade more needed, and more appropriate, than in the rapidly changing markets of Central and Eastern Europe. Veteran marketing professional Paul Garrison takes on the task by challenging marketers to think less about catching up with the west and more about leaping ahead. In an environment of continuous change, Garrison builds his Exponential Marketing case on a solid foundation of deeper end-user customer insights. 'Pharma marketers have been talking a lot about the need to build stronger emotional connections with customers and how the customer has become so much more involved in treatment decisions, but we continue to rely on segmentation models and customer understanding methodologies that lack the depth we need. If we are going to start reaching the right customers with the right message at the right time and place, we are going to have to change the way we look for insights.
MBA Marketing Professor
Central European University
Personal Presentation
Paul Garrison is the Chairman of the Garrison Group. He is a Visiting Professor of Marketing in MBA programs at Maastricht University (Bucharest), Skolkovo (Moscow) and Central European University (Budapest) where he also served as Dean of the Business School. Paul is a frequent guest lecturer at several leading universities and business conferences in both in Europe and the US and has served as host of the Central European Marketing Summit in 2007 and 2009.
Paul has worked in marketing for over 30 years. He started out at Procter & Gamble and then went on to serve two stints at Coca-Cola – first in the US, and then later as marketing director for Central and Eastern Europe (including responsibility for Romania), and finally as managing director in Hungary.
In between he ran his own advertising agency for 10 years in the US. In 2002 founded the Garrison Group strategic consultancy based in Budapest. The Garrison Group is highly involved in leading edge marketing throughout the region with clients such as Efes, IKEA, Sony PlayStation, Telenor, Bayer, P&G, UniCredit Bank, Sanofi, and, of course, Coca-Cola.
In addition to several marketing related articles published in leading business magazines in Europe and the United States, Paul has also written two historical books on Eastern Europe (Concrete Statues and The Distance) and the second edition of his marketing book – Exponential Marketing – was published in the fall of 2009.
Paper Abstract
How Much Do You Really Know About Your Customers?
The state of pharma marketing has been in need of an upgrade for years and nowhere is that upgrade more needed, and more appropriate, than in the rapidly changing markets of Central and Eastern Europe. Veteran marketing professional Paul Garrison takes on the task by challenging marketers to think less about catching up with the west and more about leaping ahead. In an environment of continuous change, Garrison builds his Exponential Marketing case on a solid foundation of deeper end-user customer insights. 'Pharma marketers have been talking a lot about the need to build stronger emotional connections with customers and how the customer has become so much more involved in treatment decisions, but we continue to rely on segmentation models and customer understanding methodologies that lack the depth we need. If we are going to start reaching the right customers with the right message at the right time and place, we are going to have to change the way we look for insights.
Dragos Damian
Chief Executive Officer
Terapia Ranbaxy
Personal Presentation
Dragos Damian is a medical doctor, graduate of the Iuliu Hatieganu University, Cluj Napoca. He started a career in pharmaceutical industry as a medical representative within Roche, and, in the next years, he joined important pharmaceutical companies in top management positions.
In present, Dragos Damian is the Chief Executive Officer of Terapia-Ranbaxy.
Paper Abstract
Available soon.
Chief Executive Officer
Terapia Ranbaxy
Personal Presentation
Dragos Damian is a medical doctor, graduate of the Iuliu Hatieganu University, Cluj Napoca. He started a career in pharmaceutical industry as a medical representative within Roche, and, in the next years, he joined important pharmaceutical companies in top management positions.
In present, Dragos Damian is the Chief Executive Officer of Terapia-Ranbaxy.
Paper Abstract
Available soon.
Simona Melnic
Corporate Affairs Manager
Novartis
Personal Presentation
With the background of a physician, holding a MBA degree, Simona displays a 16 years experience in the pharma market, starting as a MedRep, holding various positions in marketing & sales, up to the general management status, covering R&D,generics & vaccines portfolios, within cross functional, national & European, inter-discipline, -companies & inter-industries teams.
Working within corporate / public affairs domain, as a senior director for the last, few years, Simona benchmarks an unique opportunity of matching experience & enthusiasm.
She has a 9 years old daughter, who wants to become veterinarian.
Paper Abstract
Available soon.
Corporate Affairs Manager
Novartis
Personal Presentation
With the background of a physician, holding a MBA degree, Simona displays a 16 years experience in the pharma market, starting as a MedRep, holding various positions in marketing & sales, up to the general management status, covering R&D,generics & vaccines portfolios, within cross functional, national & European, inter-discipline, -companies & inter-industries teams.
Working within corporate / public affairs domain, as a senior director for the last, few years, Simona benchmarks an unique opportunity of matching experience & enthusiasm.
She has a 9 years old daughter, who wants to become veterinarian.
Paper Abstract
Available soon.
Sorin Popescu
Corporate Affairs Director
Amgen
Personal Presentation
Sorin Popescu started 11 years ago with Merck Sharp & Dohme Romania, taking various responsibilities and managerial positions in sales (2 years), marketing (4 years), PR (2 years) and External Affairs.
In 2007 he was appointed to take the External Affairs Manager responsibility in MSD and also the lead of the External Affairs and Market Access Department in 2010 for the unified company (MSD and Schering Plough).
He played an active role since 2008 within the board of the local trade association (ARPIM) taking the lead of the Transparency, Pricing and Reimbursement Working Group and representing ARPIM interests under the vice-presidency of MSD. Sorin expressed the R&D industry position in front of the national and European authorities, influencing governmental policies in the health system, in the benefit of the pharmaceutical industry and Romanian patients' access to innovation.
Since May 2010 he took the Corporate Affairs position in Amgen, the worldwide leader in biotechnology. Due to the fact that Amgen was elected to take the ARPIM Presidency, Sorin Popescu was involved very much to represent the interests of the innovative industry in Romania during these difficult times.
By education, he is Physician, also graduated the Master of Public Health and the EMBA from INDE Bucharest and CNAM Paris.
Paper Abstract
Available soon.
Corporate Affairs Director
Amgen
Personal Presentation
Sorin Popescu started 11 years ago with Merck Sharp & Dohme Romania, taking various responsibilities and managerial positions in sales (2 years), marketing (4 years), PR (2 years) and External Affairs.
In 2007 he was appointed to take the External Affairs Manager responsibility in MSD and also the lead of the External Affairs and Market Access Department in 2010 for the unified company (MSD and Schering Plough).
He played an active role since 2008 within the board of the local trade association (ARPIM) taking the lead of the Transparency, Pricing and Reimbursement Working Group and representing ARPIM interests under the vice-presidency of MSD. Sorin expressed the R&D industry position in front of the national and European authorities, influencing governmental policies in the health system, in the benefit of the pharmaceutical industry and Romanian patients' access to innovation.
Since May 2010 he took the Corporate Affairs position in Amgen, the worldwide leader in biotechnology. Due to the fact that Amgen was elected to take the ARPIM Presidency, Sorin Popescu was involved very much to represent the interests of the innovative industry in Romania during these difficult times.
By education, he is Physician, also graduated the Master of Public Health and the EMBA from INDE Bucharest and CNAM Paris.
Paper Abstract
Available soon.
Corina Ciolan
General Manager
IMS Romania
Personal Presentation
Corina is General Manager for IMS Romania since March 2001. She has a deep understanding of the pharmaceutical channel in Europe and Romania in particular based on her 10 years of involvement in the pharmaceutical sector.
Prior to joining IMS Health, she worked for various Regional European Companies as Commercial Director, Director of Strategy and Development, leading organic growth projects locally.
Corina's academic background includes a MBA from American School and Technical University in Timisoara.
She speaks fluent English and Romanian and and conversational in French and Russian.
Paper Abstract
Available soon.
General Manager
IMS Romania
Personal Presentation
Corina is General Manager for IMS Romania since March 2001. She has a deep understanding of the pharmaceutical channel in Europe and Romania in particular based on her 10 years of involvement in the pharmaceutical sector.
Prior to joining IMS Health, she worked for various Regional European Companies as Commercial Director, Director of Strategy and Development, leading organic growth projects locally.
Corina's academic background includes a MBA from American School and Technical University in Timisoara.
She speaks fluent English and Romanian and and conversational in French and Russian.
Paper Abstract
Available soon.
Ioana David
Pharma-editor
Ziarul Financiar
Personal Presentation
My work experience started in 2005 when I joined Ziarul Financiar as journalist.
After working a few months in the "Business International" Department I had the opportunity to write about the pharmaceutical market which is today my main area of interest. I also cover industries like furniture, beverages and private equity. I keep track of all the changes in the pharmaceutical regulations, the mergers and acquisition and their market impact.
Paper Abstract
Available soon.
Pharma-editor
Ziarul Financiar
Personal Presentation
My work experience started in 2005 when I joined Ziarul Financiar as journalist.
After working a few months in the "Business International" Department I had the opportunity to write about the pharmaceutical market which is today my main area of interest. I also cover industries like furniture, beverages and private equity. I keep track of all the changes in the pharmaceutical regulations, the mergers and acquisition and their market impact.
Paper Abstract
Available soon.
Dana Cange
Executive Director
Expand Health
Personal Presentation
10 years experience in Business Management, 13 years experience in the Pharmaceuticals business
Degree in Mathematics-1995
Master of Business Administration 2008 –MBA Romanian Canadian BSM- Bucharest School of Management, Marketing Major
Working Experience: Expand Health (11 years), GlaxoSmithKline (2 years)
Relevant expertise in contract sales organization, sales management, human resources, training and coaching
1 child, Ana Irina (10 years old) Hobbies: reading, motorcycle and ski trips, yachting.
"Dare to do things in a way that really represents you, be yourself but listen with mind and heart to other's ideas and opinions, it can be inspiring"-that's my motto. Now, I feel that it worth the effort, involvement and the whole energy spent through the continuous search for innovation, even after 10 years in this business.
Executive Director
Expand Health
Personal Presentation
10 years experience in Business Management, 13 years experience in the Pharmaceuticals business
Degree in Mathematics-1995
Master of Business Administration 2008 –MBA Romanian Canadian BSM- Bucharest School of Management, Marketing Major
Working Experience: Expand Health (11 years), GlaxoSmithKline (2 years)
Relevant expertise in contract sales organization, sales management, human resources, training and coaching
1 child, Ana Irina (10 years old) Hobbies: reading, motorcycle and ski trips, yachting.
"Dare to do things in a way that really represents you, be yourself but listen with mind and heart to other's ideas and opinions, it can be inspiring"-that's my motto. Now, I feel that it worth the effort, involvement and the whole energy spent through the continuous search for innovation, even after 10 years in this business.
Cristian Florea
Marketing Director
Bayer Schering Pharma
Personal Presentation
Dr. Cristian Florea, currently Marketing Director in Bayer Schering Pharma Romania, has an extensive experience in pharmaceutical business in Romania. As a graduate of Medical and Pharmaceutical University "Carol Davila", Bucharest, he joined pharma business in 1993 as a Medical Representative for Wellcome East Europe, Bucharest Representative Office. Working for several multinational pharmaceutical companies he had different roles in sales, marketing, clinical monitoring and business development departments. In 2008 he graduated the EMBA program of Tiffin University Ohio and University of Bucharest. This offered him the chance to explore other areas of management of business administration he wasn't exposed in his daily work. He sees his major strength as being part of pharmaceutical business development from its very beginning in Romania.
Paper Abstract
Unconventional channels in pharmaceutical marketing – are we ready?
The talk is intended to offer an overview of different options in pharmaceutical marketing that generally fall into the e-marketing cathegory.
After an attempt of describing the current situation regarding internet and other non-conventional sources of information for healthcare providers and general public in Romania, we will identify different communication channels available for use as digital marketing tools. By digital marketing we refer to any communication directed to our target audience (whether HCPs or consumers) via digital media (e.g. internet, email, or mobile phone). By no means are these new marketing tools. Nevertheless, their use in pharmaceutical marketing is in a very early stage. Digital marketing requires a different mind set for marketers and even new functions in the Marketing Departments.
In the end of the presentation we will identify roadblocks that may arise in using some of the tools described and how can they be used within the same legal and regulatory framework in pharmaceutical business.
Marketing Director
Bayer Schering Pharma
Personal Presentation
Dr. Cristian Florea, currently Marketing Director in Bayer Schering Pharma Romania, has an extensive experience in pharmaceutical business in Romania. As a graduate of Medical and Pharmaceutical University "Carol Davila", Bucharest, he joined pharma business in 1993 as a Medical Representative for Wellcome East Europe, Bucharest Representative Office. Working for several multinational pharmaceutical companies he had different roles in sales, marketing, clinical monitoring and business development departments. In 2008 he graduated the EMBA program of Tiffin University Ohio and University of Bucharest. This offered him the chance to explore other areas of management of business administration he wasn't exposed in his daily work. He sees his major strength as being part of pharmaceutical business development from its very beginning in Romania.
Paper Abstract
Unconventional channels in pharmaceutical marketing – are we ready?
The talk is intended to offer an overview of different options in pharmaceutical marketing that generally fall into the e-marketing cathegory.
After an attempt of describing the current situation regarding internet and other non-conventional sources of information for healthcare providers and general public in Romania, we will identify different communication channels available for use as digital marketing tools. By digital marketing we refer to any communication directed to our target audience (whether HCPs or consumers) via digital media (e.g. internet, email, or mobile phone). By no means are these new marketing tools. Nevertheless, their use in pharmaceutical marketing is in a very early stage. Digital marketing requires a different mind set for marketers and even new functions in the Marketing Departments.
In the end of the presentation we will identify roadblocks that may arise in using some of the tools described and how can they be used within the same legal and regulatory framework in pharmaceutical business.
Cristina Apahideanu
Managing Consultant
Horvath & Partners
Personal Presentation
Managing Consultant
Process reengineering
MBA , Economist
Born 1977
Since 2010 - Horváth & Partner s Competence Center Process Management and Organization
2006 – 2010 - Manager in Consulting at Deloitte Romania
2004 – 2006 - Managing partner at Creative Intermedia (Business Solutions)
1997 – 2001 - Business Studies Economic Studies Academy of Bucharest
Paper Abstract
Sales Performance Management
The presentation addresses the main challenges of pharma producers in managing the performance of their sales process and also introduces a series of effective solutions and approaches in this area. Some of the conclusions of the latest Horvath & Patrners study will be presented as supporting our recommendations to efficiently use the company sales channels and resources. While focusing on increasing the performance of the sales and supply chain processes, a special attention will be dedicated to the methods of realizing the cost reduction potential that lies within the company. "
Managing Consultant
Horvath & Partners
Personal Presentation
Managing Consultant
Process reengineering
MBA , Economist
Born 1977
Since 2010 - Horváth & Partner s Competence Center Process Management and Organization
2006 – 2010 - Manager in Consulting at Deloitte Romania
2004 – 2006 - Managing partner at Creative Intermedia (Business Solutions)
1997 – 2001 - Business Studies Economic Studies Academy of Bucharest
Paper Abstract
Sales Performance Management
The presentation addresses the main challenges of pharma producers in managing the performance of their sales process and also introduces a series of effective solutions and approaches in this area. Some of the conclusions of the latest Horvath & Patrners study will be presented as supporting our recommendations to efficiently use the company sales channels and resources. While focusing on increasing the performance of the sales and supply chain processes, a special attention will be dedicated to the methods of realizing the cost reduction potential that lies within the company. "
Ion Petrovai
Managing Partner
Primoveno
Personal Presentation
Ion-Gheorghe has 11 years of experience in the pharmaceutical industry, out of which 9 years in the marketing of some of the most prescribed medicines in the Romanian pharmaceutical market (Detralex, Tertensif, Prestarium, Preductal, Crestor, Nexium or Seroquel) in 2 of the most dynamic companies - Servier and AstraZeneca. He initiated or coordinated projects that changed the markets of his interest. His current focus is developing as an entrepreneur the medical device treatment of vascular disorders, through his own group of companies, as well as consulting for major companies that provide services for the pharmaceutical market.
Paper Abstract
Pharmaceutical marketing as change management
Whenever a new product, a new indication, a new formulation or simply a new package is launched in the market our customers are facing a change.
It is a change that they will choose to embrace it or not, sooner or later.
The presentation aims to summarize what is known about this, how we should prepare from this perspective, and which are some of the best steps to follow, especially in a "crisis" context.
Managing Partner
Primoveno
Personal Presentation
Ion-Gheorghe has 11 years of experience in the pharmaceutical industry, out of which 9 years in the marketing of some of the most prescribed medicines in the Romanian pharmaceutical market (Detralex, Tertensif, Prestarium, Preductal, Crestor, Nexium or Seroquel) in 2 of the most dynamic companies - Servier and AstraZeneca. He initiated or coordinated projects that changed the markets of his interest. His current focus is developing as an entrepreneur the medical device treatment of vascular disorders, through his own group of companies, as well as consulting for major companies that provide services for the pharmaceutical market.
Paper Abstract
Pharmaceutical marketing as change management
Whenever a new product, a new indication, a new formulation or simply a new package is launched in the market our customers are facing a change.
It is a change that they will choose to embrace it or not, sooner or later.
The presentation aims to summarize what is known about this, how we should prepare from this perspective, and which are some of the best steps to follow, especially in a "crisis" context.
Stefan Liute
Strategy Director
Grapefruit
Personal Presentation
Stefan Liute is co-founder (1999) and strategy director of Grapefruit, a branding consultancy with offices in Bucharest and Iasi, Romania, that serves local and global clients. With a post-graduate degree in communication/PR and a sustained interest in strategic thinking and brand naming, Mr. Liute has helped rebrand a few of Romania's largest corporate and product brands. Mr. Liute has completed the first Romanian translation of a book on corporate and brand identity (2004, The Wolff-Olins New Guide to Identity) and went on with the translation of Wally Olins On Brand (2006). He is a speaker at domestic and international branding events (2004, the first Romanian speaker to an international branding conference) and regularly writes for business and trade journals at home and abroad (2005, the first article by a Romanian national on Brandchannel.com). Since 2001, Mr. Liute is the editor of The Weekly Wire (ISSN 1584-966X), a weekly news digest about branding and corporate identity. Since 2007, he has also taught the Strategic Brand Management course at the University of Bucharest.
Paper Abstract
Digital marketing in healthcare: case studies and conclusions
The digital environment offers new possibilities to build relationships and experiences between the players involved in healthcare, from patients to physicians and pharmaceutical companies. Working in a regulatory framework specific to this field, digital marketing becomes an essential compound, with an extraordinary cost/benefit ratio for pharma companies. This presentation exemplifies this ideas with case studies from Romania and abroad.
Strategy Director
Grapefruit
Personal Presentation
Stefan Liute is co-founder (1999) and strategy director of Grapefruit, a branding consultancy with offices in Bucharest and Iasi, Romania, that serves local and global clients. With a post-graduate degree in communication/PR and a sustained interest in strategic thinking and brand naming, Mr. Liute has helped rebrand a few of Romania's largest corporate and product brands. Mr. Liute has completed the first Romanian translation of a book on corporate and brand identity (2004, The Wolff-Olins New Guide to Identity) and went on with the translation of Wally Olins On Brand (2006). He is a speaker at domestic and international branding events (2004, the first Romanian speaker to an international branding conference) and regularly writes for business and trade journals at home and abroad (2005, the first article by a Romanian national on Brandchannel.com). Since 2001, Mr. Liute is the editor of The Weekly Wire (ISSN 1584-966X), a weekly news digest about branding and corporate identity. Since 2007, he has also taught the Strategic Brand Management course at the University of Bucharest.
Paper Abstract
Digital marketing in healthcare: case studies and conclusions
The digital environment offers new possibilities to build relationships and experiences between the players involved in healthcare, from patients to physicians and pharmaceutical companies. Working in a regulatory framework specific to this field, digital marketing becomes an essential compound, with an extraordinary cost/benefit ratio for pharma companies. This presentation exemplifies this ideas with case studies from Romania and abroad.
Markos Katsoulakis
Senior Consultant
IMS Greece
Personal Presentation
Markos joined IMS Health in early 2010 as the Lead Consultant for Greece. His main expertise areas are market-entry and portfolio strategies, M&A target screening, salesforce effectiveness, physician profiling-segmentation-targeting, salesforce re-organization and right-sizing as well as incentive and compensation schemes. Markos has more than 12 years of work experience with large multinationals on growth strategies, salesforce effectiveness, route-to-market, brand management, business planning, demand forecasting and pricing. His experience gathered in Pharmaceuticals, FMCG, Retail and Transportation sectors. He has worked for almost four years with BCG leading assignments in Pharmaceuticals and Consumer Goods industries in Greece, South Eastern Europe and the MENA region. Markos has also worked several years with Procter & Gamble, Nestlé, Royal Caribbean Cruises and FedEx in USA and Greece in project and marketing management positions. Markos' academic background includes an MBA and an MSc in Industrial Engineering and Operations Research from Georgia Institute of Technology in USA while his undergraduate degree was in Mechanical Engineering from National Technical University of Athens. His mother tongue is Greek, he is fluent in English and has good understanding of Spanish and French.
Paper Abstract
Salesforce Excellence in times of crisis
Available soon.
Senior Consultant
IMS Greece
Personal Presentation
Markos joined IMS Health in early 2010 as the Lead Consultant for Greece. His main expertise areas are market-entry and portfolio strategies, M&A target screening, salesforce effectiveness, physician profiling-segmentation-targeting, salesforce re-organization and right-sizing as well as incentive and compensation schemes. Markos has more than 12 years of work experience with large multinationals on growth strategies, salesforce effectiveness, route-to-market, brand management, business planning, demand forecasting and pricing. His experience gathered in Pharmaceuticals, FMCG, Retail and Transportation sectors. He has worked for almost four years with BCG leading assignments in Pharmaceuticals and Consumer Goods industries in Greece, South Eastern Europe and the MENA region. Markos has also worked several years with Procter & Gamble, Nestlé, Royal Caribbean Cruises and FedEx in USA and Greece in project and marketing management positions. Markos' academic background includes an MBA and an MSc in Industrial Engineering and Operations Research from Georgia Institute of Technology in USA while his undergraduate degree was in Mechanical Engineering from National Technical University of Athens. His mother tongue is Greek, he is fluent in English and has good understanding of Spanish and French.
Paper Abstract
Salesforce Excellence in times of crisis
Available soon.
Carmen Georgescu
Product Manager
Astellas Pharma
Personal Presentation
Carmen Georgescu graduated the University Medical School of Bucharest/ Faculty of Medicine 'Dr Carol Davila'. Following a short experience as medical doctor, she has been working for almost 11 years in pharma industry. Product Manager in Astellas Pharma, she has over ' a decade' experience in sales and marketing pharmaceuticals as Medical Representative, Product Manager and Marketing Manager.
The main areas of expertise are managing performance, team working, planning and organising work management involving differentiation, persuasiveness, initiative, innovation and problem solving.
Particular professional interest: strategical thinking 'from the outside in' focused on finding and developing unique opportunities to create value.
Paper Abstract
Understanding and evaluating market turbulence
The first step in achieving effective scanning of the market is to make an objective, realistic assessment of the complexity and turbulence of the market. A manager seeking to understand the market environment cannot simply look for best practice or copy from an apparently successful role model. It is extremely rare for managers to accurately assess either the complexity or turbulence of a market in which they are closely involved. Both market complexity and market turbulence are complex constructs; in fact, the simplistic approaches are misleading.
When we talk about market turbulence, therefore, we mean change and instability in the same factors and subcomponents we discussed when assessing market complexity: customer turbulence, channel turbulence, competitor turbulence, remote environment turbulence, value proposition turbulence. The different components of market complexity and market turbulence can contribute differentially, depending on the market and the company. The workshop allow us to assess both market complexity and market turbulence for our market.
Product Manager
Astellas Pharma
Personal Presentation
Carmen Georgescu graduated the University Medical School of Bucharest/ Faculty of Medicine 'Dr Carol Davila'. Following a short experience as medical doctor, she has been working for almost 11 years in pharma industry. Product Manager in Astellas Pharma, she has over ' a decade' experience in sales and marketing pharmaceuticals as Medical Representative, Product Manager and Marketing Manager.
The main areas of expertise are managing performance, team working, planning and organising work management involving differentiation, persuasiveness, initiative, innovation and problem solving.
Particular professional interest: strategical thinking 'from the outside in' focused on finding and developing unique opportunities to create value.
Paper Abstract
Understanding and evaluating market turbulence
The first step in achieving effective scanning of the market is to make an objective, realistic assessment of the complexity and turbulence of the market. A manager seeking to understand the market environment cannot simply look for best practice or copy from an apparently successful role model. It is extremely rare for managers to accurately assess either the complexity or turbulence of a market in which they are closely involved. Both market complexity and market turbulence are complex constructs; in fact, the simplistic approaches are misleading.
When we talk about market turbulence, therefore, we mean change and instability in the same factors and subcomponents we discussed when assessing market complexity: customer turbulence, channel turbulence, competitor turbulence, remote environment turbulence, value proposition turbulence. The different components of market complexity and market turbulence can contribute differentially, depending on the market and the company. The workshop allow us to assess both market complexity and market turbulence for our market.
Marius Geanta
Editor in Chief
Hipocrate
Personal Presentation
"The best journalist amongst doctors, the best doctor amongst journalists"
Paper Abstract
Personalized medical press: transition from pret-a-porter to haute-couture
The personalized medicine concept – offering the right drug for the right patient at the right time – keeps the international public medical agenda of 2010 and tends to be transformed into the scientific subject of the century. The success of the implementation of this concept stands, as John Dalli, the european health commisioner admits, in the ability of mass-media to transmit the right message for the right audience, from the right source at the right time. To what measure can we speak, in the romanian medical press, about personalization?
Editor in Chief
Hipocrate
Personal Presentation
"The best journalist amongst doctors, the best doctor amongst journalists"
Paper Abstract
Personalized medical press: transition from pret-a-porter to haute-couture
The personalized medicine concept – offering the right drug for the right patient at the right time – keeps the international public medical agenda of 2010 and tends to be transformed into the scientific subject of the century. The success of the implementation of this concept stands, as John Dalli, the european health commisioner admits, in the ability of mass-media to transmit the right message for the right audience, from the right source at the right time. To what measure can we speak, in the romanian medical press, about personalization?
Mihai Prisecaru
General Manager
Roddia
Personal Presentation
Mihai is one of the Romanian pioneers in experiential marketing. His 10-year experience in sales and marketing, challenges as Sony Professional Channel Manager for SE Europe and his personal and professional obsession for performance improvement were the main drives in starting his own business together with his associate Iulia Sirbu. And now, Roddia is proudly celebrating 5 years of experiential marketing with a wide portfolio of events and spectacular business results in fields like Pharma, Banking, Agro, FMCG and many more. Mihai has a secret in coordinating projects at Roddia – mixing emotion with the tools of experiential marketing and with a strong focus on Return on Investment. And he is now ready to share some of his secrets to a market that could benefit more from a better understanding of the importance of experiential marketing in building meaningful relationships between brands and their targets.
Paper Abstract
Creating experience to build brand engagement
On a highly competitive market with plenty events and severe regulations, you want your voice to be heard. You want to convince and seduce. Much more, you want and need to create chemistry with your audience. "Creating experience to build brand engagement" brings a fresh approach on chemistry between brands and their audiences, safely tested on successful brands.
General Manager
Roddia
Personal Presentation
Mihai is one of the Romanian pioneers in experiential marketing. His 10-year experience in sales and marketing, challenges as Sony Professional Channel Manager for SE Europe and his personal and professional obsession for performance improvement were the main drives in starting his own business together with his associate Iulia Sirbu. And now, Roddia is proudly celebrating 5 years of experiential marketing with a wide portfolio of events and spectacular business results in fields like Pharma, Banking, Agro, FMCG and many more. Mihai has a secret in coordinating projects at Roddia – mixing emotion with the tools of experiential marketing and with a strong focus on Return on Investment. And he is now ready to share some of his secrets to a market that could benefit more from a better understanding of the importance of experiential marketing in building meaningful relationships between brands and their targets.
Paper Abstract
Creating experience to build brand engagement
On a highly competitive market with plenty events and severe regulations, you want your voice to be heard. You want to convince and seduce. Much more, you want and need to create chemistry with your audience. "Creating experience to build brand engagement" brings a fresh approach on chemistry between brands and their audiences, safely tested on successful brands.
Mircea Iacob
General Manager
Print Group
Personal Presentation
Mircea Iacob, 41, General Manager Print Grup Promotion (Associated to ABTH Print Grup Holding). Economist (Accounting and IT Management graduate), multiple specializations (media/ polygraphy, offset print, DTP). Specialized from 2005 on production ,import si distribution of promotional pharma products. With a impressive client portfolio (Labormed Pharma, Alfa Wassermann, Nycomed, Terapia-Ranbaxy, CSC Pharma, BayerScheringPharma, Novo Nordisk, Romastru/Wyeth, Alcon, Gedeon Richter, Novartis, krka, Expand Health, Croma, Ipsen Pharma) and with our own production manufactory the ABTH Print Grup Holdings is one of the main players of the promotional pharma products market.
Paper Abstract
Available soon.
General Manager
Print Group
Personal Presentation
Mircea Iacob, 41, General Manager Print Grup Promotion (Associated to ABTH Print Grup Holding). Economist (Accounting and IT Management graduate), multiple specializations (media/ polygraphy, offset print, DTP). Specialized from 2005 on production ,import si distribution of promotional pharma products. With a impressive client portfolio (Labormed Pharma, Alfa Wassermann, Nycomed, Terapia-Ranbaxy, CSC Pharma, BayerScheringPharma, Novo Nordisk, Romastru/Wyeth, Alcon, Gedeon Richter, Novartis, krka, Expand Health, Croma, Ipsen Pharma) and with our own production manufactory the ABTH Print Grup Holdings is one of the main players of the promotional pharma products market.
Paper Abstract
Available soon.
Razvan Ciocirlan
Brand Manager
GlaxoSmithKline
Personal Presentation
PERSONAL
2004 & 2009 - father of two gorgeous children
EDUCATION
1991-1997 - "Carol Davila" University of Medicine Bucharest
2004-2006 – HEC Montreal – ASE MBA Program – Marketing Specialization
EXPERIENCE
2002-2010
- management of several important GSK Rx Brands (i.e.: Seretide, Augmentin, Zinnat)
- management of different projects in partnership with important Key External Experts
(i.e.: MoH, NAH, Romanian Society of Pneumology, Romanian Pediatric Society, Romanian Allergologist Society)
HOBBIES
travel, bridge, GO, marketing
Paper Abstract
Romanian Pharma Chess Game
• Pharma market will change fast and dramatically in next period
• Building positive image and building trusted partnerships are the key sentences of the future for Pharma Companies
• Future big challenge – The authorities have to build new, solid and fair game rules in Pharma market; they have to understand and use the potential of Pharma Companies
• Leading Pharma Companies have to assume the role of experienced advisor for authorities, HCP's associations, NGO's , patient's associations, etc
• Market Access will be the new "KING" of the game and obvious, the new, reoriented Marketing will remain the QUEEN!
Brand Manager
GlaxoSmithKline
Personal Presentation
PERSONAL
2004 & 2009 - father of two gorgeous children
EDUCATION
1991-1997 - "Carol Davila" University of Medicine Bucharest
2004-2006 – HEC Montreal – ASE MBA Program – Marketing Specialization
EXPERIENCE
2002-2010
- management of several important GSK Rx Brands (i.e.: Seretide, Augmentin, Zinnat)
- management of different projects in partnership with important Key External Experts
(i.e.: MoH, NAH, Romanian Society of Pneumology, Romanian Pediatric Society, Romanian Allergologist Society)
HOBBIES
travel, bridge, GO, marketing
Paper Abstract
Romanian Pharma Chess Game
• Pharma market will change fast and dramatically in next period
• Building positive image and building trusted partnerships are the key sentences of the future for Pharma Companies
• Future big challenge – The authorities have to build new, solid and fair game rules in Pharma market; they have to understand and use the potential of Pharma Companies
• Leading Pharma Companies have to assume the role of experienced advisor for authorities, HCP's associations, NGO's , patient's associations, etc
• Market Access will be the new "KING" of the game and obvious, the new, reoriented Marketing will remain the QUEEN!
Beatrice Ancuta
National Sales Manager
AstraZeneca
Personal Presentation
Onset of professional activity in the pharmaceutical industry dates back to 2002, the year in which Ancuta Beatrice, a medical doctor, was hired in the company of Schering Plough, where, for nearly four years, she served as Business Unit Director.
In 2005, Beatrice joined AstraZeneca management team, first in the position of National Business Manager and then, National Sales Manager, the position currently occupied.
For Beatrice, the professional monotony does not exist. Taking responsibility for the six therapeutic areas and a team of over 200 people, each day is different and represents a new management challenge.
The secret of professional success: dedication, passion and professionalism.
Paper Abstract
Managing Sales Force in Developing Core Competencies
Our responsibility as people managers is to develop skills within our teams. Looking back to 90's, and visualizing the enthusiastic small teams of 10 - 20 reps, travelling a lot, working differently in terms of targeting and strategies applied, we will better understand the big differences in pharmabusiness today.
Our company is focused on keeping the spirit and high motivation within a structured and strategic way of promotion. We are developing innovative projects in forming and coaching our teams in order to prepare each individual for the future professional challenges.
National Sales Manager
AstraZeneca
Personal Presentation
Onset of professional activity in the pharmaceutical industry dates back to 2002, the year in which Ancuta Beatrice, a medical doctor, was hired in the company of Schering Plough, where, for nearly four years, she served as Business Unit Director.
In 2005, Beatrice joined AstraZeneca management team, first in the position of National Business Manager and then, National Sales Manager, the position currently occupied.
For Beatrice, the professional monotony does not exist. Taking responsibility for the six therapeutic areas and a team of over 200 people, each day is different and represents a new management challenge.
The secret of professional success: dedication, passion and professionalism.
Paper Abstract
Managing Sales Force in Developing Core Competencies
Our responsibility as people managers is to develop skills within our teams. Looking back to 90's, and visualizing the enthusiastic small teams of 10 - 20 reps, travelling a lot, working differently in terms of targeting and strategies applied, we will better understand the big differences in pharmabusiness today.
Our company is focused on keeping the spirit and high motivation within a structured and strategic way of promotion. We are developing innovative projects in forming and coaching our teams in order to prepare each individual for the future professional challenges.
Horatiu Cocheci
Manager Human Resource Consulting
PricewaterhouseCoopers
Personal Presentation
Horatiu has a professional experience of 10 years, most of it in Human Resources. His expertise includes performance and reward management, HR transformation, and organisational design and restructuring.
His experience in designing and implementing performance and reward policies and systems and new organisational structures and processes was acquired within engagements in a series of organisations and industries, through projects ranging from large scale cross-country involvements to locally designed actions.
Horatiu has a master degree in Human Resources and he holds a Global Remuneration Practitioner certificate of World@Work organisation. Horatiu is also a qualified Strata – job evaluation system user.
Horatiu joined PwC in 2004 and previously worked for Orange Romania since 1999. He completed a 6 months secondment in PwC Ireland, where he was in charge with the HR consulting practice.
Paper Abstract
Latest trends in remuneration - Pharmaceuticals Sector
Based on the latest edition of the annual salary and benefits survey conducted by PwC - PayWell Romania 2010, the audience will be presented with the evolution of the main components of the remuneration package: monthly salary (e.g. salary increases in 2009, 2010 and estimations for 2011), bonuses (e.g. measures regarding the enhacement of these types of incentives during the last three years) and benefits (e.g. eligibility and utilisation policies etc.) in the Pharma sector. The 2010 PayWell survey analysed over 30 companies in the Pharmaceuticals market, ranging from representative offices to large production and distribution organisations.
Manager Human Resource Consulting
PricewaterhouseCoopers
Personal Presentation
Horatiu has a professional experience of 10 years, most of it in Human Resources. His expertise includes performance and reward management, HR transformation, and organisational design and restructuring.
His experience in designing and implementing performance and reward policies and systems and new organisational structures and processes was acquired within engagements in a series of organisations and industries, through projects ranging from large scale cross-country involvements to locally designed actions.
Horatiu has a master degree in Human Resources and he holds a Global Remuneration Practitioner certificate of World@Work organisation. Horatiu is also a qualified Strata – job evaluation system user.
Horatiu joined PwC in 2004 and previously worked for Orange Romania since 1999. He completed a 6 months secondment in PwC Ireland, where he was in charge with the HR consulting practice.
Paper Abstract
Latest trends in remuneration - Pharmaceuticals Sector
Based on the latest edition of the annual salary and benefits survey conducted by PwC - PayWell Romania 2010, the audience will be presented with the evolution of the main components of the remuneration package: monthly salary (e.g. salary increases in 2009, 2010 and estimations for 2011), bonuses (e.g. measures regarding the enhacement of these types of incentives during the last three years) and benefits (e.g. eligibility and utilisation policies etc.) in the Pharma sector. The 2010 PayWell survey analysed over 30 companies in the Pharmaceuticals market, ranging from representative offices to large production and distribution organisations.
Iulian Berciu
Hospital Business Unit Director
Personal Presentation
Iulian Berciu – Specialty Care Business Unit Director, responsible to drive the strategies and commercial initiatives of Hospital/ Specialty Business Unit, ensuring the continuous growth of our oncology, biologics, endocrinology and hospital portfolio.
Iulian graduated the Dentistry Faculty in 1999. He has a Master's degree in Business Administration from Tiffin University, US.
Iulian joined Pfizer in 1999 as Hospital Medical Representative, and then in 2001 he was promoted as Key Account Manager for Bucharest hospital network, Area Sales Manager, Hospital Sales Manager and Scientific Partner Director in 2006. In March 2007 Iulian was assigned as Hospital/ Specialty Business Unit Director, the first Business Unit in our organization which has also the important role to represent Pfizer Romania as member of the ACT for Anti-infective products for EME region.
Paper Abstract
PATH TO SUCCESS
Available soon.
Hospital Business Unit Director
Personal Presentation
Iulian Berciu – Specialty Care Business Unit Director, responsible to drive the strategies and commercial initiatives of Hospital/ Specialty Business Unit, ensuring the continuous growth of our oncology, biologics, endocrinology and hospital portfolio.
Iulian graduated the Dentistry Faculty in 1999. He has a Master's degree in Business Administration from Tiffin University, US.
Iulian joined Pfizer in 1999 as Hospital Medical Representative, and then in 2001 he was promoted as Key Account Manager for Bucharest hospital network, Area Sales Manager, Hospital Sales Manager and Scientific Partner Director in 2006. In March 2007 Iulian was assigned as Hospital/ Specialty Business Unit Director, the first Business Unit in our organization which has also the important role to represent Pfizer Romania as member of the ACT for Anti-infective products for EME region.
Paper Abstract
PATH TO SUCCESS
Available soon.
Monica Botocan
Human Resources Leader
MSD
Personal Presentation
At present the HR Lead MSD Romania, Monica has started working in the pharmaceutical industry 18 years ago when she joined Farmitalia Carlo Erba/Pharmacia. Few years later she took on a position in Schering-Plough Romania and several roles with increasing responsibility soon followed. After spending several years as the Financial Manager and Compliance Manager, she has moved on to become the HR Manager, the position she held when SP integrated Organon in 2007. Two years later, the merger between MSD and SP brought a more complex assignment as she became the head of the HR department in a leading pharmaceutical company with more than 200 employees in Romania. Throughout the years spent in this challenging industry, she has acquired extensive experience in handling mergers of pharmaceutical companies with 2 integration accomplished (Pharmacia and Farmitalia Carlo Erba, Schering Plough and Organon) and another one ongoing (MSD and Schering Plough). Monica has an EMBA - Asebuss.
Paper Abstract
"Merger leads to high performing teams "
"Every merger comes with a number of challenges but when two big pharmaceutical companies (MSD and Schering Plough) are involved the path towards a successful integration and high productivity may not run too smooth.
Becoming accustomed to different procedures and new colleagues, learning about new products, building a new culture are just some of the trials faced by promotion teams, supporting departments and leadership team.
Some of the measures taken during the integration process have been choosing and implementing the best performance evaluation system, developing talents and providing courses for skills development.
Whereas further steps are still to be made, there is clear evidence of achieving high productivity amongst our teams"
Human Resources Leader
MSD
Personal Presentation
At present the HR Lead MSD Romania, Monica has started working in the pharmaceutical industry 18 years ago when she joined Farmitalia Carlo Erba/Pharmacia. Few years later she took on a position in Schering-Plough Romania and several roles with increasing responsibility soon followed. After spending several years as the Financial Manager and Compliance Manager, she has moved on to become the HR Manager, the position she held when SP integrated Organon in 2007. Two years later, the merger between MSD and SP brought a more complex assignment as she became the head of the HR department in a leading pharmaceutical company with more than 200 employees in Romania. Throughout the years spent in this challenging industry, she has acquired extensive experience in handling mergers of pharmaceutical companies with 2 integration accomplished (Pharmacia and Farmitalia Carlo Erba, Schering Plough and Organon) and another one ongoing (MSD and Schering Plough). Monica has an EMBA - Asebuss.
Paper Abstract
"Merger leads to high performing teams "
"Every merger comes with a number of challenges but when two big pharmaceutical companies (MSD and Schering Plough) are involved the path towards a successful integration and high productivity may not run too smooth.
Becoming accustomed to different procedures and new colleagues, learning about new products, building a new culture are just some of the trials faced by promotion teams, supporting departments and leadership team.
Some of the measures taken during the integration process have been choosing and implementing the best performance evaluation system, developing talents and providing courses for skills development.
Whereas further steps are still to be made, there is clear evidence of achieving high productivity amongst our teams"
Nicolae Iordache Iordache
Managing Partner
ordacheiordache T&D
Personal Presentation
Nicolae Iordache Iordache has 15 years of professional activity in the NGO sector and pharmaceutical business. Graduated as medical doctor, he holds an MBA joined degree from Case Western University, Cleveland, Ohio and CEU School of Business, Budapest, Hungary. He has more than 11 years of experience in pharmaceutical industry ranging from medical representative to senior level.
His main interest is field force effectiveness and he has been consulting for life science companies holding either global or regional leadership. Nicolae Iordache Iordache was involved in consulting projects in 14 countries, especially in CEE and Mediterranean region. Within some of the consulting projects he has trained and developed sales representatives, FLSMs and FFMs in skill and capability development.
Iordache is a former Country Manager of Richter Gedeon in Romania and was responsible for all sales and marketing activities for the imported portfolio of the company. In this function he served as advisor, keynote speaker and chairman in several occasions at national and European pharmaceutical industry events. Nicolae Iordache Iordache has established, and is Managing Director of, Iordacheiordache T&D, a company specializing in human performance and productivity especially in sales organizations with the aim to support highly motivated sales executives to lead effective sales teams.
He is also the editor of the electronic newsletter for Romanian medical representatives (Buletin+++ Reprezentantul Medical).
Paper Abstract
How Irrational Are We? Is it Worth Knowing? (With a a Slight CRM Introspection!)
We think our decisions make sense but do they? We think we are honest and dependable but when things get foggy? (And how can we cut through this fog?) We (generally) value life and relationships? Then, why all we are asking is money? With a CRM application for easy understanding!
Managing Partner
ordacheiordache T&D
Personal Presentation
Nicolae Iordache Iordache has 15 years of professional activity in the NGO sector and pharmaceutical business. Graduated as medical doctor, he holds an MBA joined degree from Case Western University, Cleveland, Ohio and CEU School of Business, Budapest, Hungary. He has more than 11 years of experience in pharmaceutical industry ranging from medical representative to senior level.
His main interest is field force effectiveness and he has been consulting for life science companies holding either global or regional leadership. Nicolae Iordache Iordache was involved in consulting projects in 14 countries, especially in CEE and Mediterranean region. Within some of the consulting projects he has trained and developed sales representatives, FLSMs and FFMs in skill and capability development.
Iordache is a former Country Manager of Richter Gedeon in Romania and was responsible for all sales and marketing activities for the imported portfolio of the company. In this function he served as advisor, keynote speaker and chairman in several occasions at national and European pharmaceutical industry events. Nicolae Iordache Iordache has established, and is Managing Director of, Iordacheiordache T&D, a company specializing in human performance and productivity especially in sales organizations with the aim to support highly motivated sales executives to lead effective sales teams.
He is also the editor of the electronic newsletter for Romanian medical representatives (Buletin+++ Reprezentantul Medical).
Paper Abstract
How Irrational Are We? Is it Worth Knowing? (With a a Slight CRM Introspection!)
We think our decisions make sense but do they? We think we are honest and dependable but when things get foggy? (And how can we cut through this fog?) We (generally) value life and relationships? Then, why all we are asking is money? With a CRM application for easy understanding!
Carmen Catrina
General Manager
Expand Health
Personal Presentation
Carmen Catrina is Primary Pharmacist in General Pharmacy and a graduate of the Romanian-Canadian MBA Programme in 2007. After almost twelve years dedicated to the pharmaceutical business in different roles: Medical Representative, Sales Manager and since 2001, General Manager in Expand Health Romania, she is one of the pharma industry "old generation" as the youngest like to say. The passion, creativity and development focus are values involved in all: responsibilities, decisions and projects. The Oxford Nomination " International Socrates Award - for the Contribution to the Intellectual Development of the Modern Society", represented in april 2007, the most important international recognition for both Carmen Catrina and Expand Health, strong evaluation points being: the PharmaBusiness Congress initiative and the client's portfolio.
Paper Abstract
Pharma Next Level, Interactive voting Session
The Interactive voting session will review the main Congress topics and will invite the delegates to active participate and vote their answer within multiple choices. The session general results will be published on the congress website.
Areas of Interest (2007)
Despina Andrei
Fundraising Manager
United Nations Children's Fund
Personal Presentation
Despina Andrei is the Fundraising Manager of UNICEF Romania since April 2006. Although she had collaborated with the organization before, joining UNICEF was a great shift in her career. Despina Andrei has almost 12 years experience in retail, as the Sales & Marketing Manager of Alsa Boutiques for the three stores of the company: the Max Mara franchisee, La Perla store and a multibrand store of Ermenegildo Zegna and Pal Zileri. From the position of Fundraising Manager, her main duties with UNICEF include the development and implementation of a comprehensive strategy in Romania establishing UNICEF as a fundraising agency, increasing the brand awareness among private individuals and the development of close partnerships with key agencies and corporations within the private sector. Her business education includes a postgraduate EMBA with Asebuss, Bucharest in association with the George Washington Business School in USA. Despina Andrei is a graduate of the University of Bucharest, the Faculty of Mathematics-Informatics.
Paper Abstract
UNICEF projects in Romania
Brief presentation of UNICEF, with a history of the organization and its focus and main achievements at international and the projects and directions on local level .
Petru Craciun
General Manager
Cegedim
Personal Presentation
Petru Craciun graduated the Pharmacy Faculty in Bucharest. Following a short experience as practicing pharmacist and then as University Assistant he was attracted by the B2B services; he works for over 10 years in companies providing services dedicated to partners within the pharmaceutical market. He manages to combine the entrepreneurial experience with the preparations for launching new products and innovative projects for the local market. He is interested in understanding the local needs in marketing and sales and of the way the pharmaceutical companies operate, from the smaller ones to the ones with a redoubtable international experience. His present role is that of General Manager of Cegedim Romania.
Paper Abstract
Present business models in the Pharmaceutical market in Romania
The presentation provides a supplementary perspective of the influence the business environment of the pharmaceutical companies on the Romanian market has over their recent performance. The comparative analysis of the performance of different models can be useful in adapting the applicability, on short and medium term, of the organizational approach and allocating the resources according to priorities in the pharmaceutical business.
Tudor Baciu
Sales Manager
Eli Lilly
Personal Presentation
Tudor Baciu graduated the Faculty of Medicine in Iasi and EMBA degree from ASEBUSS Bucharest. He has been working for over 10 years in pharma industry as medical representative, sales supervisor and (present) sales manager in Eli Lilly Company. His main responsibilities are:
- recruiting and hiring medical representatives
- coaching medical representatives
- build team synergy
- achieve district sales plan through leading people
- monitor the district budget
Paper Abstract
Performance Evaluation Systems related to Promotion in Pharma Industry
A short presentation regarding the main types and methods of the field force performance evaluation in Pharma Industry and the importance of this evaluation.
Mihai Ciobanu
OTC Manager
Johnson & Johnson
Personal Presentation
- International Economic Relations, Cluj
- 1998 – 1999 Trader RASDAQ
- 1999 – 2006 Unilever (Management Accounting, Sales, then different other roles in Marketing)
- 2006 – 2007 Pfizer Consumer Healthcare Manager for Romania
- At present Business Development Manager OTC la Johnson & Johnson (following the acquisition of the Pfizer OTC Division)
Paper Abstract
To be or not to be …in supermarkets?
Some of our interests will always be conflicting. But if we look at the broader picture, we can see that the most difficult competition is not always the most obvious. An antismoking product competes more with cigarettes than with other antismoking products. In many categories, a pharmacy competes with hypermarkets more than with other pharmacies. And it’s enough to look West to see where this can lead to. Of the total OTC sales in the UK, almost 40% are now made through supermarkets. Except for the supermarket, nobody wins. Without any professional recommendation regarding the type of product or the indication, patients can misuse and abuse the drugs at their own risk. Pharmacies are less frequented, and lose not only 40% of their OTC sales, but also the additional sales generated by the visit. The price war makes manufacturers and pharmacies see their profit margins sink year after year, while distributors are left outside the loop altogether. In the meantime, retailers are quietly preparing their own private labels. We can choose a different model. By offering real added-value to the patient in the pharmacy. By making sure the pharmacies don’t become drug mini-markets. By enforcing the rules of ethical promotion. By finding better ways to compete than just on price. By giving patients the confidence that they will receive the most appropriate solution for their problem, regardless of any commercial allegiances and interests. It’s up to us.
Oana Cociasu
Managing Director
Lowe & Partners
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; Managing Director Lowe&Partners Romania
Paper Abstract
How to create a good brief
Vivian Diaconescu
Chief Operating Officer
A&D Pharma
Personal Presentation
Vivian Diaconescu is Chief Operating Officer Wholesale - A&D Pharma, the largest integrated pharmaceutical wholesale and retail business in Romania. Member of the Executive Board as well as of the Full Board of A&D Pharma Holdings N.V. – mother company listed in October 2006 on London Stock Exchange (first Romanian operations successfully launching its I.P.O. on LSE); His career within the company started 10 years ago and passed trough different experiences and positions from Area Sales Manager to Business Development Manager.In 2005, he was appointed General Manager Mediplus, and shortly after this promotion, in October 2006 appointed Chief Operating Officer Wholesale A&D Pharma within the same company.
Paper Abstract
Mediplus – The Partner for A Intelligent Business in Pharmacy
Yvonne Dumitrascu
Senior Recruiter Manager
eJobs
Personal Presentation
Yvonne is senior Recruiter Manager at eJobs. She has been working with eJobs since the beginning of the company. She has had an important role in establishing close relationships with some of the most important clients. Her charm in maintaining these relationships is combining humor with a professional dedicated attitude.
Paper Abstract
Does the online recruitment market represent the best method for hiring pharmaceutical personnel?
We invite you to listen to a presentation regarding the quantitative analysis of the dynamics of the Romanian online recruitment market. This is an analysis from the point of view of the pharmaceutical industry and it presents the criteria of recruiting candidates from this particularly domain.
Alecsandra Fulga
Client Service Manager
Synovate Romania
Personal Presentation
Alecsandra Fulga has extensive experience in the marketing and in pharmaceutical area. She is responsible for developing the pharmaceutical sector in Synovate Romania and she 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
How can I get the best knowledge to be transformed into strategic insights?
As the world's most curious research company we learn a lot about people. Understanding people, either consumers or professionals, is essential for anyone in marketing. Our job is to learn what people like, how much, and why they like the things they like. Within this section of the Pharma Business Congress, we want to share with you what we know and together, to find out more about: How big and actionable is the need for knowledge in Romanian pharmaceutical market, as to develop plans to give people what they want or need? How sensitive and constrained are the pharmaceutical players when comes to market research approach? How open is this market to stretch the definitions of conventional research? How appropriate is to create innovative ways of gathering facts in pharmaceutical area? How difficult is to turn that data into strategic business insights? ...and more.
Marcian Gavrilescu
Director General
Labormed Pharma Trading SRL
Personal Presentation
BSC – Bucharest Construction University – graduated in 1998
1997 – Logistics Manager – Tamisa Trading
1999 – National Sales Manager – Tamisa Trading
2003 – National Sales Manager – Labormed Pharma Trading
2004 – General Manager – Labormed Pharma Trading
· Professional Certificate in Management – Open University (CODECS)
· EMBA – ASEBUSS – started in 2006
Paper Abstract
Amalia Georgescu
Director General
Remedio
Personal Presentation
Mrs Amalia Georgescu is the General Manager of Remedio chain of pharmacies (65 pharmacies on a national level). She started this new challenge 1 year ago. Her experience and high involvement in the business, on top of the development strategy, started to show financial results as well as high satisfaction level among customers as well as employees. The stragegy focused on prevention methods and education among pacients creates value for the company. The high service quality for Remedio customers is the key element of the strategy. Mrs Georgescu has an experience of 9 years in pharma market. She was the Marketing Director for A&D Pharma (Sensiblu & Mediplus) during the last years.
Paper Abstract
General Manager
Expand Health
Personal Presentation
Carmen Catrina is Primary Pharmacist in General Pharmacy and a graduate of the Romanian-Canadian MBA Programme in 2007. After almost twelve years dedicated to the pharmaceutical business in different roles: Medical Representative, Sales Manager and since 2001, General Manager in Expand Health Romania, she is one of the pharma industry "old generation" as the youngest like to say. The passion, creativity and development focus are values involved in all: responsibilities, decisions and projects. The Oxford Nomination " International Socrates Award - for the Contribution to the Intellectual Development of the Modern Society", represented in april 2007, the most important international recognition for both Carmen Catrina and Expand Health, strong evaluation points being: the PharmaBusiness Congress initiative and the client's portfolio.
Paper Abstract
Pharma Next Level, Interactive voting Session
The Interactive voting session will review the main Congress topics and will invite the delegates to active participate and vote their answer within multiple choices. The session general results will be published on the congress website.
>Alexandru Gavan
High Altitude Mountaineer
Personal Presentation
Alex is one of Romania's leading high altitude mountaineers, a passionate award winning photographer and motivational speaker, for the time being based in Bucharest, Romania. At twenty five years old, he had reached the summits of three eight thousand meter peaks in less than two years. For him, success on the highest mountains means coming back down alive. Summiting is a tremendous experience but not a must. Saying to have conquered the mountain would just be a tremendous vanity. All that he can hope for is to have conquered one more of the mountains within himself; much higher, much harder from the ones in reality. Climbing mountains Outside isclimbing mountains Inside…
High Altitude Mountaineer
Personal Presentation
Alex is one of Romania's leading high altitude mountaineers, a passionate award winning photographer and motivational speaker, for the time being based in Bucharest, Romania. At twenty five years old, he had reached the summits of three eight thousand meter peaks in less than two years. For him, success on the highest mountains means coming back down alive. Summiting is a tremendous experience but not a must. Saying to have conquered the mountain would just be a tremendous vanity. All that he can hope for is to have conquered one more of the mountains within himself; much higher, much harder from the ones in reality. Climbing mountains Outside isclimbing mountains Inside…
Last editions speakers:
Areas of Interest 2008
Gabriela Agape
Product Manager
Novo Nordisk Romania
Personal Presentation
I started my career in pharmaceutical business 10 years ago developing initially my skills in the sales area, gradually organizing my business in the North – Eastern area of Romania establishing a network of important clients in major therapeutic areas. In a couple of years I developed strong marketing skills, occupying positions of Product Manager and Marketing Director in several pharmaceutical companies. During the past 7 years I provided increasing levels of leadership in marketing and product management for multiple brands and customer segments. Beside marketing strategies and PR actions, I have been involved in working with teams, being an adept of supporting team members to achieve personal and professional goals. I think of myself as a dynamic, analytical and success oriented person, ready to embrace a new challenge. This experience has provided me with insights of market and customer needs as well as abilities in motivating and inspiring teams. The achievements I value the most are those involving Corporate Social Responsibility, my true belief is that I made a difference in the way people perceive a disease and the best way to treat it.
Paper Abstract
Key learning about a CSR campaign
Social responsibility is about caring for people. At Novo Nordisk, social responsibility is more than a virtue – it is a business imperative. It is an investment in our future. Community engagement is embedded in Novo Nordisk's history and values. Novo Nordisk’s overall approach to community engagement is primarily focused on the company's main area of expertise, namely diabetes. Whether it is about implementing long-term sustainable solutions or responding to immediate natural disasters, Novo Nordisk is at the forefront of care for people with diabetes. As a global leader in diabetes care, Novo Nordisk has the potential and moral obligation to make a difference in our market. Inaction is far costlier to society than investing today in better programs target disadvantaged communities and the most vulnerable population groups. Staying in the lead requires constant focus and continued investments. Together with our partners, Novo Nordisk stands united to change diabetes.
Simona Barbu
PR Consultant
Pleon Graffiti
Personal Presentation
With more than 5 years of PR experience, Simona Barbu is a PR Consultant at Pleon Graffiti. Her first job was into a retail company, where she worked in marketing department. After one year she joined PR field, by being part of 4 ACE-pr&publicity team. There she started as a Press Officer, and after less than two years she became Media Relations Manager. Her main attributes were coordinating the activities in the Media Relations Department, conceiving, implementing and managing strategic communication campaigns. She coordinated an 8 person team and worked for more than 30 companies. Since 2007 Simona joined Pleon Graffiti team, where she coordinates the PR activity for three of the agency’s clients (Novo Nordisk, Wrigley and Blue Air). Simona has a wide experience in Pharma communication due to the projects developed for clients like: Novo Nordisk, Richter Gedeon, Dermastyle and The Romanian Society of Esthetic Medicine (SRME), Abbott and Bayer Schering Pharma. She coordinated many Pharma projects (CSR campaign initiated by Novo Nordisk, launching Reductostart campaign together with Abbott Romania, organizing The Romanian Society of Esthetic Medicine Congress, launching Escapelle, etc).
Kursad Birsen
Principal CEE
IMS Health
Personal Presentation
Kürşad joined IMS Health in June 2006. Since, he has developed and lead several successful engagements, among clients including top 10 global industry players in challenging markets in Middle East, North Africa and Central Eastern Europe. His main expertise area is Sales Force Effectiveness, covering diagnostic, profiling-segmentation-targeting, sales force size & structure, territory structure and compensation & benefits systems. Kürşad brought IMS a wealth of 14 years of experience on change management and sales force effectiveness gathered in FMCG and in Pharmaceutical sectors. He has worked for Procter & Gamble, McKinsey & Co, Nestle and Abdi İbrahim Pharmaceuticals, and developed his expertise in Sales Force Effectiveness, Corporate Restructuring, R&D and Supply Chain area. Kürşad is also well experienced in leading multinational / multicultural project teams: Besides his success within IMS, he also had leaded multiple projects in Germany and in the UK for 6 years during his Procter & Gamble days. Kürşad’s academic background includes BSc in Chemical Engineering from Bogaziçi University - Istanbul. He also participated to the McKinsey & Co executive MBA program in USA. He is fluent in English, Turkish and conversational in German and in French.
Paper Abstract
Razvan Bosinceanu
Sales Manager OTC Division
Johnson&Johnson Romania
Personal Presentation
Razvan Bosinceanu has a degree in medicine. His career in the pharmaceutical business starts as a medical representative for prescription drugs. For almost two years he is dealing with the challenge of the Romanian OTC market as field force manager for Johnson & Johnson. “Passing from prescription to OTC, I realize that pharmaceuticals business needs more and more trained people activating on the market, than simple employees. However the approach of the specialist should be over and over reinvented in order to be competitive. Due to the very restricted business environment, I dare to look forward and say: Maybe, no other business is so thirsty in highly qualified and talented on job people, than the pharmaceuticals. “
Paper Abstract
People skills and job fit
Abstract Paper:
1. Hire the right people to the right position.
2. Recognize your top, medium and low performers and deal with all of them.
3. Does your team reputation matter?
4. Have courage and challenge your team!
Carmen Catrina
General Manager
Expand Health – pharmexx group
Personal Presentation
Carmen Catrina is Primary Pharmacist in General Pharmacy and a graduate of the Romanian-Canadian MBA Programme in 2007. After almost twelve years dedicated to the pharmaceutical business in different roles: Medical Representative, Sales Manager and since 2001, General Manager in Expand Health Romania, she is one of the pharma industry “old generation” as the youngest like to say. The passion, creativity and development focus are values involved in all: responsibilities, decisions and projects. The Oxford Nomination “ International Socrates Award - for the Contribution to the Intellectual Development of the Modern Society”, represented in april 2007, the most important international recognition for both Carmen Catrina and Expand Health, strong evaluation points being: the PharmaBusiness Congress initiative and the client’s portfolio.
Paper Abstract
Corina Ciolan
General Manager
IMS Romania
Personal Presentation
Mrs. Corina Ciolan is the General Manager of IMS Health Romania since 2001. She is a graduate of the Technical University in Timisoara (Automating & Computers) and is specialized in External Commerce (MBA)
Monica Craciun
Recruitment & Selection Manager
Expand Health – pharmexx group
Personal Presentation
Psychology Major Graduate and psychotherapist degree, Monica Craciun has started her career as a Clinical Psychologist. In 2006 she has joined the Expand Health Team as Recruitment Specialist and she was involved for almost 3 years in recruitment and selection processes for key pharmaceutical market positions. Combing HR and Business management, Monica is now running the Recruitment & Selection Expand Health Business Unit. Along with the R&S team she is responsible for coordination of the recruitment and evaluation procedures for more than 80 pharmaceutical partners. Oriented towards professional development she is now part of the MBA - BSM Program, Marketing Major. Excited about the PharmaBusiness Congress 2008 opportunity, for her it represents a chance to learn, to share experiences and a professional development initiative.
Petru Craciun
General Manager
Cegedim Romania
Personal Presentation
Petru Craciun graduated the Pharmacy Faculty in Bucharest. Following a short experience as practicing pharmacist and then as University Assistant he was attracted by the B2B services; he works for over 10 years in companies providing services dedicated to partners within the pharmaceutical market. He manages to combine the entrepreneurial experience with the preparations for launching new products and innovative projects for the local market. He is interested in understanding the local needs in marketing and sales and of the way the pharmaceutical companies operate, from the smaller ones to the ones with a redoubtable international experience. His present role is that of General Manager of Cegedim Romania.
Florin Draica
Senior Brand Manager
Pfizer Romania
Personal Presentation
Florin Draica recently joined Pfizer as Senior Brand Manager. He graduated the Medical University in Bucharest with the objective of rushing into the pharmaceutical marketing. After having gained the field sales experience, he was appointed Product Manager where he began his marketing career. Later, after a brief appointment as Group Product Manager, he had the opportunity and also the great challenge of managing both the marketing and the medical departments during a time of intense changes, following an acquisition, as Marketing and Medical Manager, with Solvay Pharma. Florin has an MBA diploma from the Telfer University of Ottawa and the Bucharest School of Management, with a marketing specialization, and a Professional Trainer Certificate, from The National Council for Adult Vocational Training, The Ministry of Education and The Ministry of Labour.
Paper Abstract
New campaigns: taking care of adoption rate
In our environment, increasingly focused on getting higher return rates on investments, having the right strategy to address the different stages of the rate of adoption is key.
Overspending on constantly getting new customers on board, for product or service trial only, is probably one of the safest ways to spend budgets, in any business. However, it does little to build a solid and profitable brand on the medium and long run.
Tailoring strategy to address the stages in a customer’s adoption of a new product is becoming a key element of marketing strategy, due to many reasons. The first is that the marketing campaigns’ rates of return are increasingly under pressure for more profitable growth. And with a rapidly changing environment and fierce competition, the focus seems to be moving from campaigns that are powerful and high-budget endorsed, to those that are adapted, agile and flexible.
Daniel Enescu
Partner
Daedalus Group
Personal Presentation
Daniel Enescu is Partner in the marketing research company DaedalusMillwardBrown. He graduated the Aeronautical Faculty (1993) and the International Economical Relations Faculty (1997) and has an MBA diploma from the Bucharest School of Management, Romanian-Canadian MBA Program. He teaches Marketing Research within Bucharest School of Management and is the President of the Romanian Marketing and Public Opinion Research Society.
Paolo Fiorini
Engagement Manager, Central & Eastern Europe
IMS Health
Andrea Fischer
Partner Pleon, Head of Healthcare Unit and European Healthcare Practice
Pleon Germany
Personal Presentation
Andrea Fischer (48), Partner Pleon, Head of Healthcare Unit and European Healthcare Practice. From 1998 to 2001 she was Federal Minister of Health, she was member of German Bundestag in the Green group for eight years. Andrea Fischer provides expertise in health politics, especially about pharmaceutical industry, medical devices and hospitals. For Pleon clients she can offer among others services in public affairs in the field of European, federal and regional politics. Andrea Fischer is trained economist with extensive experience in science and consulting. She is a speaker on international developments in health care, challenges in communications in the difficult field of health and on public affairs.
Leandro Herrero
Chief Executive
The Chalfont Project
Personal Presentation
Having practiced psychiatry for over fifteen years, Dr Herrero occupied senior positions within global pharmaceutical companies (Europe, USA) before founding the consulting firm, The Chalfont Project, to focus on organisational architecture. Under his innovative leadership, The Chalfont Project has become the consulting partner of choice of many companies. Organisational solutions are crafted on a “behaviours first” approach on the premise that the process and systems mapping/design is the easy part! Dr Herrero’s acclaimed book, ‘Viral Change™: the alternative to slow, painful and unsuccessful management of change in organizations’, describes how profound lasting cultural change is created within organisations of any size. Viral Change™, now in its’ second edition has a companion title: ‘Disruptive ideas. 10+10+10=1000; the maths of Viral Change™ that transform organisations’. Leadership within organisations is a passion of Dr Herrero who designs and leads programmes aimed at both individual and collective leadership. His book “The Leader with Seven Faces” outlines this approach and his book ‘New leaders Wanted – Now Hiring’ takes a provocative look at fresh leadership in organisations. Dr Herrero is a Fellow of the Chartered Management Institute (UK) and of The Institute of Directors (UK). In addition to medical qualifications, he holds an MBA from Henley Management College (UK), and a diploma in bioengineering. He has taught in the MBA programme at the DUXX Business School, Mexico and is a member of the advisory board of the Operational Research Department (Department of Management) at the London School of Economics and Political Science (UK).
www.leandro-herrero.com
www.thechalfontproject.com
Paper abstract
“Learning from the future: The choice between developing a “me-too” company or jumping the curve on innovation in the pharmaceutical market.”
Innovation is a word that has become ‘the true generic’ in the pharmaceutical environment. Pharmaceuticals being a traditionally product-driven enterprise, the word innovation is usually interpreted mainly as product innovation. However, the possibilities of organisational and business innovation are multiples. Pharmaceuticals is a very conservative industry which organisational and customer models haven’t changed much. Companies in emerging markets have a choice: to copy what has been done in mature ones (wrongly assuming de facto that maturity requires mimicking others) or to ‘jump the curve’ and avoid the plethora of mistakes, inefficiencies, reputation issues and risk-averse tactics that have dominated the traditional pharmaceutical market. This presentation focuses on some ‘pending revolutions’ which emerging markets are in the best position to lead – assuming they have the courage and the vision.
“Viral Change™ and Pharma: The alternative to slow, painful and unsuccessful management of change”
Traditional models of ‘management of change’ are based on mechanistic assumptions about the organisation. Change is usually seen as a series of initiatives coming down the hierarchical pipes, via a big communication programme, engaging all levels of the organisation, sometimes with massive training attached. In this model, the assumption is that the detailed mapping of new processes and systems, often coupled with the installation of a new technology, will produce new behaviours. However, the track record of ‘change programmes’ is terrible. Expectations afre notr delivered. Why? Most of the traditional assumptions in the management of change are flawed, yet we are still using them. Viral Change™ is the alternative to those painful and unsuccessful programmes. In Viral Change™, a small set of behaviours, spread by a relative small number of influent people within the organisation, create sustainable and faster change. Changes in pharmaceutical management, whether geared towards innovation, productivity, customer effectiveness, sales effectiveness or cultural change, can be obtained faster and more efficiently by applying Viral Change™
Nicolae Iordache Iordache
Managing Partner
Iordacheiordache T&D
Personal Presentation
Nicolae Iordache Iordache has 15 years of professional activity in the NGO sector and pharmaceutical business. Graduated as medical doctor, he holds an MBA degree from Case Western University, Cleveland, Ohio. He has more than 11 years of experience in pharmaceutical industry ranging from medical representative to senior level. His main interest is field force effectiveness and he has been consulting for companies holding either global or regional leadership, both R&D and generics. Nicolae Iordache Iordache was involved in consulting projects in 14 countries, especially in CEE and Mediterranean region.
He has recently established Iordacheiordache T&D with the aim to support highly motivated sales executives to lead effective sales organizations.
Mirela Iordan
Human Resources Director
Pfizer Romania
Personal Presentation
Company: Pfizer
Position: HR Director
Married 2 children
8 years experience in Human Resources and 13 years experience in the Pharmaceutical Industry
Degree in General Medicine -1995
Degree in Master of Business Administration 2007 –Tiffin University Ohio
Doctorate in Medical Sciences-on-going
Working Experience: Pfizer (8 years), Expand Health (1 year) and GSK (4 years)
Expertise in areas of human resources, sales management and contract sales organization
Hobbies: reading, boating and winter sports.
Paper Abstract
Employer bundling or Fitting Things Together concept
One of the HR challenge in our days is to contribute to the creation of Distinctive Organizational Capability. Current trends are emphasizing the focus on Employer Branding .The question is: are the branding investments comparable with those marketing budgets? To built the right capabilities that confer significant competitive advantage to an organization requires a holistic approach and cannot separate Human Resources practices and efforts from the specifics of the industry, business and economical environment and organizational context. HR professionals need to work closely with leaders to design the most appropriate configuration of technical systems, managerial systems, attitude and culture that make a difference. I am looking to see how we can collaborate to reach an external oriented coherence that is specific to pharmaceutical industry.
Stefan Lehnhoff
Executive Vice President Sourcing & Business Excellence
pharmexx Germany
Personal Presentation
Date of Birth: 28 April 1965, Wuppertal, Germany
University education: Chemistry, Masters Degree and PHD at Technical University Munich
After that postdoctoral studies in Los Angeles, Humboldt fellow in 1995 and 1996
Entering the pharmaceutical Industry 1997 as a rep, became Regional Sales Director 1998.
Entered pharmexx 1999 (its founding year) as Head of Recruting and Business Organization.
Became Project Manager in Addition to that in 2001.
Left recruiting in 2002 and became Head of Business Development
Became General Manger of pharmexx Austria in 2006 and of pharmexx Germany subsidiary x-pharm in 2004.
Became member of the board in 2008, resigned from the Austrian Operations in 2007.
Main residency: Munich
Paper Abstract
Medical reps as a marketing resource and the role of CSOs therein
• Medical reps in Europe – what do they accomplish
Their role in the past and in the future
• Recruiting
How to get the right personnel
• Cost Structures of different countries
A case study
• What is the benefit of Using a CSO
Different reasons and perspectives
• Future trends
Who, how many, for what purpose
• A few words about pharmexx
An overview of Europe‘s leading CSO
Daniel Micu
Associated Professor
Bucharest School of Management, Romanian-Canadian MBA Program
Personal Presentation
Daniel Micu is involved along side the other members of the Trout & Partners in consultancy strategic marketing projects for important Romanian companies such as: Banca Transilvania, European Drinks, Fan Courier, Tiriac Imobiliare, Pan Group, etc. He has the experience of 12 years working for national and international companies and brands Pepsi Cola, Tuborg, Dove, Connex, Raiffeisen Bank, Nova Brasilia, Playboy. Daniel Micu is an Associated Professor with the Bucharest School of Management, Romanian-Canadian MBA Program where he teaches Strategic Marketing and Integrated Marketing Communications and Member of the Charted Institute of Marketing, United Kingdom.
Isabel Pascual Olarte
Regional Principal–Central Europe
IMS Health Consulting
Personal Presentation
Isabel is a Principal responsible for Consulting and Services (C&S) for the Central European Region (Poland, Austria, Czech Republic, Slovak Republic, Hungary) and Russia within EMEA. She joined this year IMS, having worked previously in sales force effectiveness issues, as well as launch readiness for companies such as Pfizer, Novartis, Grunenthal, Sanofi-Aventis and Solvay among many others. Prior to joining IMS Health, she worked for Lafarge as Director of Strategy and Development, leading M&A and organic growth projects globally. Before joining Lafarge, Isabel worked for ZS Associates as a Consultant, working in many projects within European and South American countries, particularly in profiling and targeting of physicians, sales force size, structure and allocation of resources; marketing mix ROI optimization; product, company and market launch readiness. Prior to working for ZS Isabel worked for Procter & Gamble at their European HQ, leading the business development department for Light Duty Liquids, and launching various products in the top-5 European markets. Isabel’s academic background includes a MBA from Oxford University (Said Business School), and a PhD cum laude in Organo-metalllic Chemistry from Zaragoza University. Isabel worked also as assistant professor for the Inorganic Chemistry departments (X-ray Crystallography) at Bristol University and Texas A&M University. She speaks fluent English, French and Spanish.
Monica Percea
Senior Researcher
GfK Romania
Personal Presentation
Monica Percea is working in market research since 2000 and in the last 5 years has focused its activity on healthcare research. The experience in this field includes mainly adhoc studies both on patients and physicians, on OTC as well as Rx products. The research projects managed by Monica Percea covered more than 15 therapeutic areas.
Working in GfK Romania, Monica Percea had the opportunity to be involved in international projects and she is an active member of GfK Healthcare Family sharing experience with specialists from more than 50 countries.
Paper Abstract
"Top Capital 100 companies for which to work"
Since 2005, GfK Romania have been working together with the media trust Ringier on a supplement for the Capital business magazine. The objective of this supplement is to classify the first 100 companies in Romania according to the satisfaction of the employees (middle management) and thus, their attractiveness for other prospective employees. The survey design, implementation, analysis and types of results will be shortly presented in our paper.
"GfK Loyalty Plus® Employee"
Employee satisfaction surveys are one of the most commonly used instruments in modern management. Enterprises and other organizations investigate employee satisfaction – and other views of employees - for good reasons: employees play a crucial role in enterprises’ success stories.
The opinion of employees is always subjective, very generalized, often unfair (from the employer perspective), and sometimes not true ... but it’s his opinion. And he will tell colleagues and other people about his opinion.
This is influencing among other things the work climate, commitment of employees, the company image and performances.
GfK Loyalty Plus® Employee is a standard tool designed by our specialists for measuring the employees’ loyalty and determining those factors that influence employee loyalty significantly and build the starting point to increase satisfaction.
Besides the investments in technology, research and development and all the other facets of a company, the employees have also a crucial contribution, and very good results will be obtained only with well motivated and loyal employees.
Mircea Tomescu
Managing Director
Pleon Graffiti
Personal Presentation
Mircea Tomescu is Managing Director at Pleon Graffiti agency starting February 2008. Mircea is working for Graffiti BBDO since 2006, as Account Director, but his experience in communication field covers many zones, like institutional communication, cultural marketing, journalism, PR, account developing & management and new business. His first job was at Libra publishing house – a small family business, which developed later into a cultural foundation, for which he’s still initiating projects. Then the passion for journalism materialized, as he became a TV editor, first at PRO TV, and then in written press at “Jurnalul National”. His first experience in public relations was in 1998, when he was involved into an institutional communication project in Romania, initiated by Est-Liberte, and then he joined Idee Communication team – a PR and corporate communication agency. This period dovetailed with freelancing PR projects, especially for NGO’s and cultural programs (for example: projects developed for the Cultural Ministry, social projects financed by EU, etc). His advertising and communication career started in 2003, at Mercury Promotions as Account Manager. For the last two years Mircea was Account Director at Graffiti BBDO and in this period he coordinated different integrated communication projects awarded at advertising and efficiency festivals.
Ruxandra Toporan
Sales & Marketing Manager for Romania, Bulgaria and Moldova
General Electric Healthcare
Oguzhan Turkoglu
National Sales Group Manager
Novo Nordisk Turkey
Personal Presentation
Mr. Oğuzhan Turkoglu holds a social sciences B.S. degree from Selcuk University in Konya, Turkey. After working as a high-school instructor in various state schools, he decided to join a Turkish origin pharma company in 1997 to be employed as a field force member. After two years of field experience, he started to work for Novo Nordisk, Turkey first as “Regional Sales Manager” then as “National Sales Group Manager” for diabetes products. He followed and obtained certificates at various training seminars as part of his professional development, participated in several projects as internal auditor to measure the sales effectiveness in Novo Nordisk affiliates. Mr. Turkoglu, born on 1970, is single.
Bogdan Viasu
General Manager
Novo Nordisk Romania
Personal Presentation
Bogdan’s background in medical industry is a very solid one, with more than 10 years of experience. Half of this period he was the Country Manager of Bayer Healthcare Pharma, where he managed complex business development projects. Among his strategic achievements are the consolidation of key pharmaceutical brands on the local market and the successful launch of new products. As a result, he secured the company’s position within the highly competitive Pharma sector.
To enhance his personal developments, Bogdan Viasu graduated in 2007 a Marketing focused MBA at Bucharest Management School – Romanian Canadian MBA University of Ottawa.
Bogdan Viasu become the General Manager at Novo Nordisk Romania in March 2008. He accepted the challenge to consolidate and grow a sensitive pharma business – Novo Nordisk having as unique specialization diabetes treatment. Starting from Novo Nordisk corporate values, Bogdan Viasu initiated in 2008 complex projects of CSR and public communication with all relevant stakeholders, in order to demonstrate the company’s commitment to be a responsible business. Also, a patient oriented business represents a priority for Bogdan Viasu. In this respect, by the end of 2008, Novo Nordisk consolidated its leadership on Romanian diabetes market.
Kinga Zembrycka
Business Development Director
IMS Health Consulting
Personal Presentation
Kinga is a Business Development Director responsible for The IMS Academy for Commercial Transformation for the Central European Region (Romania, Poland, Austria, Czech Republic, Slovak Republic, Hungary, Balcans) and Russia within EMEA. She joined IMS 11 years ago, having worked previously in portfolio management, public relations, sales force effectiveness issues, as well as launch readiness for companies such as Wyeth, GSK, Pfizer, Teva among others. Kinga’s academic background includes a MBA from High School Master of Business and Foreign Trade (Business School), and the Chartered Institute of Marketing (CIM) – Professional Diploma in Marketing (PDM).
David Ziedeman
Director Commercial Effectiveness
IMS EMEA
Personal Presentation
David Ziedman is Director, Commercial Effectiveness at IMS Health, with particular expertise in resource optimisation, call planning, incentive compensation, and issues around sales force size, structure and product allocation. He draws on extensive experience of the sales and marketing functions and a broader knowledge of the pharmaceutical industry to help companies optimise the deployment of their overall resources to achieve commercial excellence. During the course of his career David has worked in the USA, Benelux, Italy, France, and the UK and currently resides in The Netherlands.
M. Tuygan Yalin
General Manager,
Tymed – pharmexx Turkey
Personal Presentation
Mr. M. Tuygan Yalin holds a Chemical Engineering, MSc degree from Drexel University, Philadelphia, USA; after having completed his BSc studies in University of Istanbul. Has more than 26 years of extensive project management, company management, marketing and sales experience in the pharmaceutical sector. Mr. Yalin is one of the founders of TAYMED - PHARMEXX and actively involved in the management of the company. Mr. Yalin’s professional achievements and responsibilities include:
Product Manager
Novo Nordisk Romania
Personal Presentation
I started my career in pharmaceutical business 10 years ago developing initially my skills in the sales area, gradually organizing my business in the North – Eastern area of Romania establishing a network of important clients in major therapeutic areas. In a couple of years I developed strong marketing skills, occupying positions of Product Manager and Marketing Director in several pharmaceutical companies. During the past 7 years I provided increasing levels of leadership in marketing and product management for multiple brands and customer segments. Beside marketing strategies and PR actions, I have been involved in working with teams, being an adept of supporting team members to achieve personal and professional goals. I think of myself as a dynamic, analytical and success oriented person, ready to embrace a new challenge. This experience has provided me with insights of market and customer needs as well as abilities in motivating and inspiring teams. The achievements I value the most are those involving Corporate Social Responsibility, my true belief is that I made a difference in the way people perceive a disease and the best way to treat it.
Paper Abstract
Key learning about a CSR campaign
Social responsibility is about caring for people. At Novo Nordisk, social responsibility is more than a virtue – it is a business imperative. It is an investment in our future. Community engagement is embedded in Novo Nordisk's history and values. Novo Nordisk’s overall approach to community engagement is primarily focused on the company's main area of expertise, namely diabetes. Whether it is about implementing long-term sustainable solutions or responding to immediate natural disasters, Novo Nordisk is at the forefront of care for people with diabetes. As a global leader in diabetes care, Novo Nordisk has the potential and moral obligation to make a difference in our market. Inaction is far costlier to society than investing today in better programs target disadvantaged communities and the most vulnerable population groups. Staying in the lead requires constant focus and continued investments. Together with our partners, Novo Nordisk stands united to change diabetes.
Simona Barbu
PR Consultant
Pleon Graffiti
Personal Presentation
With more than 5 years of PR experience, Simona Barbu is a PR Consultant at Pleon Graffiti. Her first job was into a retail company, where she worked in marketing department. After one year she joined PR field, by being part of 4 ACE-pr&publicity team. There she started as a Press Officer, and after less than two years she became Media Relations Manager. Her main attributes were coordinating the activities in the Media Relations Department, conceiving, implementing and managing strategic communication campaigns. She coordinated an 8 person team and worked for more than 30 companies. Since 2007 Simona joined Pleon Graffiti team, where she coordinates the PR activity for three of the agency’s clients (Novo Nordisk, Wrigley and Blue Air). Simona has a wide experience in Pharma communication due to the projects developed for clients like: Novo Nordisk, Richter Gedeon, Dermastyle and The Romanian Society of Esthetic Medicine (SRME), Abbott and Bayer Schering Pharma. She coordinated many Pharma projects (CSR campaign initiated by Novo Nordisk, launching Reductostart campaign together with Abbott Romania, organizing The Romanian Society of Esthetic Medicine Congress, launching Escapelle, etc).
Simona Basturescu
Corporate Sales Manager
Interamerican
Personal Presentation
Mrs. Basturescu’s experience in fields related to healthcare has been primarily in the pharmaceutical industry, where for the past 12 years has held increasingly responsible positions, starting in Sales & Marketing and most recently holding the top executive role for one of the leading Romanian manufacturers. Important achievements have been in the launching of new brands, which she developed entirely, and also the launching of new products and portfolios including setting up new product pipelines. Since running her own consultancy company she dealt with a great variety of requests from customers such as: conducting market analysis, identifying business opportunities for start-up business, establishing contacts with potential partners, defining the implementation plan and negotiating with suppliers. The latest project is in the private health insurance market where she is in charge with the Corporate Sales Department development. During this period she is closely working with Mr. Popa, as they have common clients due to the health insurance supply chain specificity.
Kursad Birsen
Principal CEE
IMS Health
Personal Presentation
Kürşad joined IMS Health in June 2006. Since, he has developed and lead several successful engagements, among clients including top 10 global industry players in challenging markets in Middle East, North Africa and Central Eastern Europe. His main expertise area is Sales Force Effectiveness, covering diagnostic, profiling-segmentation-targeting, sales force size & structure, territory structure and compensation & benefits systems. Kürşad brought IMS a wealth of 14 years of experience on change management and sales force effectiveness gathered in FMCG and in Pharmaceutical sectors. He has worked for Procter & Gamble, McKinsey & Co, Nestle and Abdi İbrahim Pharmaceuticals, and developed his expertise in Sales Force Effectiveness, Corporate Restructuring, R&D and Supply Chain area. Kürşad is also well experienced in leading multinational / multicultural project teams: Besides his success within IMS, he also had leaded multiple projects in Germany and in the UK for 6 years during his Procter & Gamble days. Kürşad’s academic background includes BSc in Chemical Engineering from Bogaziçi University - Istanbul. He also participated to the McKinsey & Co executive MBA program in USA. He is fluent in English, Turkish and conversational in German and in French.
Paper Abstract
Application of new Business models to your organization - how?
The market is changing and it is getting more and more complex. Your “pull” strategy on the field is not really working anymore. Your organization has been experiencing increasingly more difficulties to bring the sales back. Is this the right approach? Do you thing you need to do things differently? But how? Are there any success stories that you can learn from? This workshop will help you understanding that you are not alone on your doubts, and that there are different mixed “push and pull” models that have been proved their success already in CEE markets.”
The market is changing and it is getting more and more complex. Your “pull” strategy on the field is not really working anymore. Your organization has been experiencing increasingly more difficulties to bring the sales back. Is this the right approach? Do you thing you need to do things differently? But how? Are there any success stories that you can learn from? This workshop will help you understanding that you are not alone on your doubts, and that there are different mixed “push and pull” models that have been proved their success already in CEE markets.”
Razvan Bosinceanu
Sales Manager OTC Division
Johnson&Johnson Romania
Personal Presentation
Razvan Bosinceanu has a degree in medicine. His career in the pharmaceutical business starts as a medical representative for prescription drugs. For almost two years he is dealing with the challenge of the Romanian OTC market as field force manager for Johnson & Johnson. “Passing from prescription to OTC, I realize that pharmaceuticals business needs more and more trained people activating on the market, than simple employees. However the approach of the specialist should be over and over reinvented in order to be competitive. Due to the very restricted business environment, I dare to look forward and say: Maybe, no other business is so thirsty in highly qualified and talented on job people, than the pharmaceuticals. “
Paper Abstract
People skills and job fit
Abstract Paper:
1. Hire the right people to the right position.
2. Recognize your top, medium and low performers and deal with all of them.
3. Does your team reputation matter?
4. Have courage and challenge your team!
Carmen Catrina
General Manager
Expand Health – pharmexx group
Personal Presentation
Carmen Catrina is Primary Pharmacist in General Pharmacy and a graduate of the Romanian-Canadian MBA Programme in 2007. After almost twelve years dedicated to the pharmaceutical business in different roles: Medical Representative, Sales Manager and since 2001, General Manager in Expand Health Romania, she is one of the pharma industry “old generation” as the youngest like to say. The passion, creativity and development focus are values involved in all: responsibilities, decisions and projects. The Oxford Nomination “ International Socrates Award - for the Contribution to the Intellectual Development of the Modern Society”, represented in april 2007, the most important international recognition for both Carmen Catrina and Expand Health, strong evaluation points being: the PharmaBusiness Congress initiative and the client’s portfolio.
Paper Abstract
• Medical reps in Europe – what do they accomplish
Their role in the past and in the future
• Recruiting
How to get the right personnel
• Cost Structures of different countries
A case study
• What is the benefit of Using a CSO
Different reasons and perspectives
• Future trends
Who, how many, for what purpose
• A few words about pharmexx
An overview of Europe‘s leading CSO
Corina Ciolan
General Manager
IMS Romania
Personal Presentation
Mrs. Corina Ciolan is the General Manager of IMS Health Romania since 2001. She is a graduate of the Technical University in Timisoara (Automating & Computers) and is specialized in External Commerce (MBA)
Monica Craciun
Recruitment & Selection Manager
Expand Health – pharmexx group
Personal Presentation
Psychology Major Graduate and psychotherapist degree, Monica Craciun has started her career as a Clinical Psychologist. In 2006 she has joined the Expand Health Team as Recruitment Specialist and she was involved for almost 3 years in recruitment and selection processes for key pharmaceutical market positions. Combing HR and Business management, Monica is now running the Recruitment & Selection Expand Health Business Unit. Along with the R&S team she is responsible for coordination of the recruitment and evaluation procedures for more than 80 pharmaceutical partners. Oriented towards professional development she is now part of the MBA - BSM Program, Marketing Major. Excited about the PharmaBusiness Congress 2008 opportunity, for her it represents a chance to learn, to share experiences and a professional development initiative.
Paper Abstract
Med Rep is recruiting Pharma Company
Medical doctor, experienced Medical Representative, with previous successful background within important multinational pharmaceutical producers is recruiting Pharmaceutical Companies:
Candidates Profile:
- Multinational pharmaceutical company with min. 5 years presence in the Romanian pharmaceutical market
- Cardiology or Oncology product portfolio represents an advantage
- Strategic Business Orientation
- History of good established, developed and maintained relationships with clients in specific area
- Periodic trainings program and developmental opportunities
- Professional working environment
- Competitive benefits package
Offer & Benefits:
- Medical Doctor
- Medical Representative with 5 years of experience
- Successful professional background
- Strong communication and relationship management skills
- Strong selling and persuasive competencies and abilities
Please send your company profile via e-mail (experienced_med_rep@pharma.com) by 31st of November 2008. Only the viable companies will be contacted for a meeting.
Petru Craciun
General Manager
Cegedim Romania
Personal Presentation
Petru Craciun graduated the Pharmacy Faculty in Bucharest. Following a short experience as practicing pharmacist and then as University Assistant he was attracted by the B2B services; he works for over 10 years in companies providing services dedicated to partners within the pharmaceutical market. He manages to combine the entrepreneurial experience with the preparations for launching new products and innovative projects for the local market. He is interested in understanding the local needs in marketing and sales and of the way the pharmaceutical companies operate, from the smaller ones to the ones with a redoubtable international experience. His present role is that of General Manager of Cegedim Romania.
Paper Abstract
Is the local Pharmaceutical Industry prepared for Future Challenges?
The presentation provides, on top of the known difficulties of the local market, several future challenges with a significant probability for the pharmaceutical companies on the Romanian market. The author is confident that a good evaluation of the future problems and a reasonable preparation of the alternatives can be of real interest for the pharmaceutical companies operating in an increasingly difficult environment.
Florin Draica
Senior Brand Manager
Pfizer Romania
Personal Presentation
Florin Draica recently joined Pfizer as Senior Brand Manager. He graduated the Medical University in Bucharest with the objective of rushing into the pharmaceutical marketing. After having gained the field sales experience, he was appointed Product Manager where he began his marketing career. Later, after a brief appointment as Group Product Manager, he had the opportunity and also the great challenge of managing both the marketing and the medical departments during a time of intense changes, following an acquisition, as Marketing and Medical Manager, with Solvay Pharma. Florin has an MBA diploma from the Telfer University of Ottawa and the Bucharest School of Management, with a marketing specialization, and a Professional Trainer Certificate, from The National Council for Adult Vocational Training, The Ministry of Education and The Ministry of Labour.
Paper Abstract
New campaigns: taking care of adoption rate
In our environment, increasingly focused on getting higher return rates on investments, having the right strategy to address the different stages of the rate of adoption is key.
Overspending on constantly getting new customers on board, for product or service trial only, is probably one of the safest ways to spend budgets, in any business. However, it does little to build a solid and profitable brand on the medium and long run.
Tailoring strategy to address the stages in a customer’s adoption of a new product is becoming a key element of marketing strategy, due to many reasons. The first is that the marketing campaigns’ rates of return are increasingly under pressure for more profitable growth. And with a rapidly changing environment and fierce competition, the focus seems to be moving from campaigns that are powerful and high-budget endorsed, to those that are adapted, agile and flexible.
Daniel Enescu
Partner
Daedalus Group
Personal Presentation
Daniel Enescu is Partner in the marketing research company DaedalusMillwardBrown. He graduated the Aeronautical Faculty (1993) and the International Economical Relations Faculty (1997) and has an MBA diploma from the Bucharest School of Management, Romanian-Canadian MBA Program. He teaches Marketing Research within Bucharest School of Management and is the President of the Romanian Marketing and Public Opinion Research Society.
Paper Abstract
Employer of Choice
Under normal economic conditions talented people can make a company flourish. In crisis situations they are the ones making the difference between the failure and the success of the company on the market. Whichever situation, the capacity of a firm to attract and maintain talents within the organization is challenging as well as important. How can we do this and which are the instruments at hand? How can we become Employer of Choice on a market where competencies and motivation are more and more rare! What are the action priorities that lead to employee retention? These are several important questions we will try and answer together starting from the study undertaken by Daedalus Millward Brown on the labor market, with an accent on the pharmaceutical market. The workshop will be a good opportunity to share experiences, exchange ideas and debate the current situation of the labor market and the pharmaceutical industry.
Paolo Fiorini
Engagement Manager, Central & Eastern Europe
IMS Health
Personal Presentation
Paolo is a Senior Consultant in the EMEA Consulting team at IMS in Madrid. joined IMS Consulting team in 2007 and has a deep pharmaceutical market experience being specialized on sales force effectiveness. He has led projects with most of the top Pharmaceutical companies in Italy such as Schering Plough, Pharmacia, Sanofi-Aventis, Takeda, Pfizer among many others. Paolo has a deep knowledge of the pharmaceutical market in Centra Eastern Europe, where he is currently working.
His main areas of expertise are Size, Structure and Resource allocation; Territory Alignment; Profiling, Segmentation and Targeting and Sales Strategy Evaluation.
Before Joining IMS, Paolo was a partner of SINTECS srl, a company providing engineering services to industrial sectors in Italy. Prior to that, he worked for almost 3 years in ZS Associates, in Milan and London, where he led several consulting engagements for global Pharmaceutical companies across many European countries.
Paolo holds a Master’s degree in mechanical engineering (with cum laude) and a PhD in Energy from the University of Rome “La Sapienza”. During this time he taught courses in power plant diagnosis and simulations at the University of Rome “La Sapienza”.
Paper Abstract
Maintaining the business model – how to size and structure for increased efficiency
The market is exploding. Or is it slowing down? How do I know if I can seize the opportunities on the market, with my current size of operations? Can I know it? Can I quantify it? Which are the key things that I should be looking at to try to find the low hanging fruit? This workshop will present a hands-on approach to apply a structured program to achieve these low hanging fruits with your current operations"
Andrea Fischer
Partner Pleon, Head of Healthcare Unit and European Healthcare Practice
Pleon Germany
Personal Presentation
Andrea Fischer (48), Partner Pleon, Head of Healthcare Unit and European Healthcare Practice. From 1998 to 2001 she was Federal Minister of Health, she was member of German Bundestag in the Green group for eight years. Andrea Fischer provides expertise in health politics, especially about pharmaceutical industry, medical devices and hospitals. For Pleon clients she can offer among others services in public affairs in the field of European, federal and regional politics. Andrea Fischer is trained economist with extensive experience in science and consulting. She is a speaker on international developments in health care, challenges in communications in the difficult field of health and on public affairs.
Paper Abstract
Promoting pharma – opportunities within limits
European regulation, also applying in Romania, provides strict limits for promoting ethical products in the pharmaceutical market. Anyhow, this asks for fantasy and honesty – as the rules are not rubbish but make sense in a sensitive market. The growing demand for patient communications adds to the existing challenges for the pharmaceutical industry. Using some examples the presentation will show how to address these challenges and at the same time comply with the law. Finally the latest discussion at European level about new opportunities in addressing patients will be outlined.
Leandro Herrero
Chief Executive
The Chalfont Project
Personal Presentation
Having practiced psychiatry for over fifteen years, Dr Herrero occupied senior positions within global pharmaceutical companies (Europe, USA) before founding the consulting firm, The Chalfont Project, to focus on organisational architecture. Under his innovative leadership, The Chalfont Project has become the consulting partner of choice of many companies. Organisational solutions are crafted on a “behaviours first” approach on the premise that the process and systems mapping/design is the easy part! Dr Herrero’s acclaimed book, ‘Viral Change™: the alternative to slow, painful and unsuccessful management of change in organizations’, describes how profound lasting cultural change is created within organisations of any size. Viral Change™, now in its’ second edition has a companion title: ‘Disruptive ideas. 10+10+10=1000; the maths of Viral Change™ that transform organisations’. Leadership within organisations is a passion of Dr Herrero who designs and leads programmes aimed at both individual and collective leadership. His book “The Leader with Seven Faces” outlines this approach and his book ‘New leaders Wanted – Now Hiring’ takes a provocative look at fresh leadership in organisations. Dr Herrero is a Fellow of the Chartered Management Institute (UK) and of The Institute of Directors (UK). In addition to medical qualifications, he holds an MBA from Henley Management College (UK), and a diploma in bioengineering. He has taught in the MBA programme at the DUXX Business School, Mexico and is a member of the advisory board of the Operational Research Department (Department of Management) at the London School of Economics and Political Science (UK).
www.leandro-herrero.com
www.thechalfontproject.com
Paper abstract
“Learning from the future: The choice between developing a “me-too” company or jumping the curve on innovation in the pharmaceutical market.”
Innovation is a word that has become ‘the true generic’ in the pharmaceutical environment. Pharmaceuticals being a traditionally product-driven enterprise, the word innovation is usually interpreted mainly as product innovation. However, the possibilities of organisational and business innovation are multiples. Pharmaceuticals is a very conservative industry which organisational and customer models haven’t changed much. Companies in emerging markets have a choice: to copy what has been done in mature ones (wrongly assuming de facto that maturity requires mimicking others) or to ‘jump the curve’ and avoid the plethora of mistakes, inefficiencies, reputation issues and risk-averse tactics that have dominated the traditional pharmaceutical market. This presentation focuses on some ‘pending revolutions’ which emerging markets are in the best position to lead – assuming they have the courage and the vision.
“Viral Change™ and Pharma: The alternative to slow, painful and unsuccessful management of change”
Traditional models of ‘management of change’ are based on mechanistic assumptions about the organisation. Change is usually seen as a series of initiatives coming down the hierarchical pipes, via a big communication programme, engaging all levels of the organisation, sometimes with massive training attached. In this model, the assumption is that the detailed mapping of new processes and systems, often coupled with the installation of a new technology, will produce new behaviours. However, the track record of ‘change programmes’ is terrible. Expectations afre notr delivered. Why? Most of the traditional assumptions in the management of change are flawed, yet we are still using them. Viral Change™ is the alternative to those painful and unsuccessful programmes. In Viral Change™, a small set of behaviours, spread by a relative small number of influent people within the organisation, create sustainable and faster change. Changes in pharmaceutical management, whether geared towards innovation, productivity, customer effectiveness, sales effectiveness or cultural change, can be obtained faster and more efficiently by applying Viral Change™
Nicolae Iordache Iordache
Managing Partner
Iordacheiordache T&D
Personal Presentation
Nicolae Iordache Iordache has 15 years of professional activity in the NGO sector and pharmaceutical business. Graduated as medical doctor, he holds an MBA degree from Case Western University, Cleveland, Ohio. He has more than 11 years of experience in pharmaceutical industry ranging from medical representative to senior level. His main interest is field force effectiveness and he has been consulting for companies holding either global or regional leadership, both R&D and generics. Nicolae Iordache Iordache was involved in consulting projects in 14 countries, especially in CEE and Mediterranean region.
He has recently established Iordacheiordache T&D with the aim to support highly motivated sales executives to lead effective sales organizations.
Paper Abstract
Innovation! Exchange! (Knowledge & Other!) Imagine! L-imitation! (Imitation with limitation)
What does it mean for an organization to be smart?
When shall we stop learning?
Where real innovation comes from?
Why focus on imagination and limit imitation in the organizational climate?
Mirela Iordan
Human Resources Director
Pfizer Romania
Personal Presentation
Company: Pfizer
Position: HR Director
Married 2 children
8 years experience in Human Resources and 13 years experience in the Pharmaceutical Industry
Degree in General Medicine -1995
Degree in Master of Business Administration 2007 –Tiffin University Ohio
Doctorate in Medical Sciences-on-going
Working Experience: Pfizer (8 years), Expand Health (1 year) and GSK (4 years)
Expertise in areas of human resources, sales management and contract sales organization
Hobbies: reading, boating and winter sports.
Paper Abstract
Employer bundling or Fitting Things Together concept
One of the HR challenge in our days is to contribute to the creation of Distinctive Organizational Capability. Current trends are emphasizing the focus on Employer Branding .The question is: are the branding investments comparable with those marketing budgets? To built the right capabilities that confer significant competitive advantage to an organization requires a holistic approach and cannot separate Human Resources practices and efforts from the specifics of the industry, business and economical environment and organizational context. HR professionals need to work closely with leaders to design the most appropriate configuration of technical systems, managerial systems, attitude and culture that make a difference. I am looking to see how we can collaborate to reach an external oriented coherence that is specific to pharmaceutical industry.
Stefan Lehnhoff
Executive Vice President Sourcing & Business Excellence
pharmexx Germany
Personal Presentation
Date of Birth: 28 April 1965, Wuppertal, Germany
University education: Chemistry, Masters Degree and PHD at Technical University Munich
After that postdoctoral studies in Los Angeles, Humboldt fellow in 1995 and 1996
Entering the pharmaceutical Industry 1997 as a rep, became Regional Sales Director 1998.
Entered pharmexx 1999 (its founding year) as Head of Recruting and Business Organization.
Became Project Manager in Addition to that in 2001.
Left recruiting in 2002 and became Head of Business Development
Became General Manger of pharmexx Austria in 2006 and of pharmexx Germany subsidiary x-pharm in 2004.
Became member of the board in 2008, resigned from the Austrian Operations in 2007.
Main residency: Munich
Paper Abstract
Medical reps as a marketing resource and the role of CSOs therein
• Medical reps in Europe – what do they accomplish
Their role in the past and in the future
• Recruiting
How to get the right personnel
• Cost Structures of different countries
A case study
• What is the benefit of Using a CSO
Different reasons and perspectives
• Future trends
Who, how many, for what purpose
• A few words about pharmexx
An overview of Europe‘s leading CSO
Daniel Micu
Associated Professor
Bucharest School of Management, Romanian-Canadian MBA Program
Personal Presentation
Daniel Micu is involved along side the other members of the Trout & Partners in consultancy strategic marketing projects for important Romanian companies such as: Banca Transilvania, European Drinks, Fan Courier, Tiriac Imobiliare, Pan Group, etc. He has the experience of 12 years working for national and international companies and brands Pepsi Cola, Tuborg, Dove, Connex, Raiffeisen Bank, Nova Brasilia, Playboy. Daniel Micu is an Associated Professor with the Bucharest School of Management, Romanian-Canadian MBA Program where he teaches Strategic Marketing and Integrated Marketing Communications and Member of the Charted Institute of Marketing, United Kingdom.
Paper Abstract
Products’ differentiation & positioning – are these strategies alive in communication?
Differentiation, Positioning, Communication – two out pf three?!? Today’s presentation aims to approach topics such as differentiation and positioning strategies and tries to provide answers to the following questions:
- Why do you need a competitive advantage for our products?
- How are we differentiating ourselves from the competition?
- Positioning and the rules of the game.
- How is positioning seen in the communication campaigns (directly and metaphorically) – examples “using client’s merchandise”
Isabel Pascual Olarte
Regional Principal–Central Europe
IMS Health Consulting
Personal Presentation
Isabel is a Principal responsible for Consulting and Services (C&S) for the Central European Region (Poland, Austria, Czech Republic, Slovak Republic, Hungary) and Russia within EMEA. She joined this year IMS, having worked previously in sales force effectiveness issues, as well as launch readiness for companies such as Pfizer, Novartis, Grunenthal, Sanofi-Aventis and Solvay among many others. Prior to joining IMS Health, she worked for Lafarge as Director of Strategy and Development, leading M&A and organic growth projects globally. Before joining Lafarge, Isabel worked for ZS Associates as a Consultant, working in many projects within European and South American countries, particularly in profiling and targeting of physicians, sales force size, structure and allocation of resources; marketing mix ROI optimization; product, company and market launch readiness. Prior to working for ZS Isabel worked for Procter & Gamble at their European HQ, leading the business development department for Light Duty Liquids, and launching various products in the top-5 European markets. Isabel’s academic background includes a MBA from Oxford University (Said Business School), and a PhD cum laude in Organo-metalllic Chemistry from Zaragoza University. Isabel worked also as assistant professor for the Inorganic Chemistry departments (X-ray Crystallography) at Bristol University and Texas A&M University. She speaks fluent English, French and Spanish.
Monica Percea
Senior Researcher
GfK Romania
Personal Presentation
Monica Percea is working in market research since 2000 and in the last 5 years has focused its activity on healthcare research. The experience in this field includes mainly adhoc studies both on patients and physicians, on OTC as well as Rx products. The research projects managed by Monica Percea covered more than 15 therapeutic areas.
Working in GfK Romania, Monica Percea had the opportunity to be involved in international projects and she is an active member of GfK Healthcare Family sharing experience with specialists from more than 50 countries.
Paper Abstract
"Top Capital 100 companies for which to work"
Since 2005, GfK Romania have been working together with the media trust Ringier on a supplement for the Capital business magazine. The objective of this supplement is to classify the first 100 companies in Romania according to the satisfaction of the employees (middle management) and thus, their attractiveness for other prospective employees. The survey design, implementation, analysis and types of results will be shortly presented in our paper.
"GfK Loyalty Plus® Employee"
Employee satisfaction surveys are one of the most commonly used instruments in modern management. Enterprises and other organizations investigate employee satisfaction – and other views of employees - for good reasons: employees play a crucial role in enterprises’ success stories.
The opinion of employees is always subjective, very generalized, often unfair (from the employer perspective), and sometimes not true ... but it’s his opinion. And he will tell colleagues and other people about his opinion.
This is influencing among other things the work climate, commitment of employees, the company image and performances.
GfK Loyalty Plus® Employee is a standard tool designed by our specialists for measuring the employees’ loyalty and determining those factors that influence employee loyalty significantly and build the starting point to increase satisfaction.
Besides the investments in technology, research and development and all the other facets of a company, the employees have also a crucial contribution, and very good results will be obtained only with well motivated and loyal employees.
Catalin Popa
General Manager
Interametican
Personal Presentation
Mr. Popa joined the executive management of Euroclinic Hospital in March 2005. In the two-month period prior to the official opening of the hospital, his main focus was on developing operating processes and aligning them in order to sustain the business activity. The first year of activity represented the refining and operations consolidation phase, with the goal of providing a seamless patient care experience. The main thrust in the second year was the consolidation of the medical activity by steadily increasing the capability and acuity of the medical performance. This was achieved by expanding both the technological support and the base of medical practitioners delivering such services. Continuing with consolidating the operations and medical performance, the emphasis in the third year of activity is that of growth management in order to maintain the ability to provide high-end quality care even in the context of rapidly increasing demand for services.
Mircea Tomescu
Managing Director
Pleon Graffiti
Personal Presentation
Mircea Tomescu is Managing Director at Pleon Graffiti agency starting February 2008. Mircea is working for Graffiti BBDO since 2006, as Account Director, but his experience in communication field covers many zones, like institutional communication, cultural marketing, journalism, PR, account developing & management and new business. His first job was at Libra publishing house – a small family business, which developed later into a cultural foundation, for which he’s still initiating projects. Then the passion for journalism materialized, as he became a TV editor, first at PRO TV, and then in written press at “Jurnalul National”. His first experience in public relations was in 1998, when he was involved into an institutional communication project in Romania, initiated by Est-Liberte, and then he joined Idee Communication team – a PR and corporate communication agency. This period dovetailed with freelancing PR projects, especially for NGO’s and cultural programs (for example: projects developed for the Cultural Ministry, social projects financed by EU, etc). His advertising and communication career started in 2003, at Mercury Promotions as Account Manager. For the last two years Mircea was Account Director at Graffiti BBDO and in this period he coordinated different integrated communication projects awarded at advertising and efficiency festivals.
Ruxandra Toporan
Sales & Marketing Manager for Romania, Bulgaria and Moldova
General Electric Healthcare
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 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, she was involved in sales force effectiveness projects as SFE Manager for Ozone Laboratories, Sales Development Manager for AstraZeneca and now Sales & Marketing Manager for Romania, Bulgaria Moldova, General Electric Healthcare. Her role: improving the efficiency and the quality of the interaction between medical promotion teams and clients. Her objective: to develop a high-performance sales force, able to respond to the pharmaceutical market challenges.
Paper Abstract
Innovation! Exchange! (Knowledge & other!) Imagine! L-imitation! (Imitation with limitation)
What does it mean for an organization to be smart?
When shall we stop learning?
Where real innovation comes from?
Why focus on imagination and limit imitation in the organizational climate?
Oguzhan Turkoglu
National Sales Group Manager
Novo Nordisk Turkey
Personal Presentation
Mr. Oğuzhan Turkoglu holds a social sciences B.S. degree from Selcuk University in Konya, Turkey. After working as a high-school instructor in various state schools, he decided to join a Turkish origin pharma company in 1997 to be employed as a field force member. After two years of field experience, he started to work for Novo Nordisk, Turkey first as “Regional Sales Manager” then as “National Sales Group Manager” for diabetes products. He followed and obtained certificates at various training seminars as part of his professional development, participated in several projects as internal auditor to measure the sales effectiveness in Novo Nordisk affiliates. Mr. Turkoglu, born on 1970, is single.
Paper Abstract
Case Study - A Diabetics Team, Novo Nordisk – Taymed
- About Novo Nordisk
- History and products of Novo Nordisk / Taymed Group
- Content of the project
- Organizational structure
- Why outsourced group?
- What were the challenges?
- What did we do?
Bogdan Viasu
General Manager
Novo Nordisk Romania
Personal Presentation
Bogdan’s background in medical industry is a very solid one, with more than 10 years of experience. Half of this period he was the Country Manager of Bayer Healthcare Pharma, where he managed complex business development projects. Among his strategic achievements are the consolidation of key pharmaceutical brands on the local market and the successful launch of new products. As a result, he secured the company’s position within the highly competitive Pharma sector.
To enhance his personal developments, Bogdan Viasu graduated in 2007 a Marketing focused MBA at Bucharest Management School – Romanian Canadian MBA University of Ottawa.
Bogdan Viasu become the General Manager at Novo Nordisk Romania in March 2008. He accepted the challenge to consolidate and grow a sensitive pharma business – Novo Nordisk having as unique specialization diabetes treatment. Starting from Novo Nordisk corporate values, Bogdan Viasu initiated in 2008 complex projects of CSR and public communication with all relevant stakeholders, in order to demonstrate the company’s commitment to be a responsible business. Also, a patient oriented business represents a priority for Bogdan Viasu. In this respect, by the end of 2008, Novo Nordisk consolidated its leadership on Romanian diabetes market.
Paper Abstract
Only Business in Pharma is not enough - always thinking for more
Social responsibility is about caring for people. At Novo Nordisk, social responsibility is more than a virtue – it is a business imperative. It is an investment in our future.
Community engagement is embedded in Novo Nordisk's history and values. Novo Nordisk’s overall approach to community engagement is primarily focused on the company's main area of expertise, namely diabetes. Whether it is about implementing long-term sustainable solutions or responding to immediate natural disasters, Novo Nordisk is at the forefront of care for people with diabetes.
As a global leader in diabetes care, Novo Nordisk has the potential and moral obligation to make a difference in our market.
Inaction is far costlier to society than investing today in better programs target disadvantaged communities and the most vulnerable population groups.
Staying in the lead requires constant focus and continued investments.
Together with our partners, Novo Nordisk stands united to change diabetes.
Kinga Zembrycka
Business Development Director
IMS Health Consulting
Personal Presentation
Kinga is a Business Development Director responsible for The IMS Academy for Commercial Transformation for the Central European Region (Romania, Poland, Austria, Czech Republic, Slovak Republic, Hungary, Balcans) and Russia within EMEA. She joined IMS 11 years ago, having worked previously in portfolio management, public relations, sales force effectiveness issues, as well as launch readiness for companies such as Wyeth, GSK, Pfizer, Teva among others. Kinga’s academic background includes a MBA from High School Master of Business and Foreign Trade (Business School), and the Chartered Institute of Marketing (CIM) – Professional Diploma in Marketing (PDM).
David Ziedeman
Director Commercial Effectiveness
IMS EMEA
Personal Presentation
David Ziedman is Director, Commercial Effectiveness at IMS Health, with particular expertise in resource optimisation, call planning, incentive compensation, and issues around sales force size, structure and product allocation. He draws on extensive experience of the sales and marketing functions and a broader knowledge of the pharmaceutical industry to help companies optimise the deployment of their overall resources to achieve commercial excellence. During the course of his career David has worked in the USA, Benelux, Italy, France, and the UK and currently resides in The Netherlands.
M. Tuygan Yalin
General Manager,
Tymed – pharmexx Turkey
Personal Presentation
Mr. M. Tuygan Yalin holds a Chemical Engineering, MSc degree from Drexel University, Philadelphia, USA; after having completed his BSc studies in University of Istanbul. Has more than 26 years of extensive project management, company management, marketing and sales experience in the pharmaceutical sector. Mr. Yalin is one of the founders of TAYMED - PHARMEXX and actively involved in the management of the company. Mr. Yalin’s professional achievements and responsibilities include:
- Managing Partner of the first CSO Comp. dealing with more than 30 pharma companies,
- General Manager, mid-sized pharma company,
- Plant Manager, finished form and bulk pharmaceuticals production,
- Management of USD15.000.000- Bulk Chemical Production Project,
- Management of launch projects of several products for the first time in Turkey,
- Full member of American Chemical Society and AIChE.
Mr. Yalin, born on 1953, is married and has one child.
Paper Abstract
Cost Effective CSO Approaches by pharmexx
Pharmaceuticals is one the leading areas of interest in an emerging market. To launch or promote a product in such a developing market , CSO becomes a useful tool not only to create a’’feasible solution ‘’ but also to optimize and shorten the time to get organized and utilize the flexibility of an existing infra-structure . Details and other advantages of cooperating with a global CSO is vital for both the pharma company and the personnel getting involved in such projects.
Areas of Interest (2007)
Fundraising Manager
United Nations Children's Fund
Personal Presentation
Despina Andrei is the Fundraising Manager of UNICEF Romania since April 2006. Although she had collaborated with the organization before, joining UNICEF was a great shift in her career. Despina Andrei has almost 12 years experience in retail, as the Sales & Marketing Manager of Alsa Boutiques for the three stores of the company: the Max Mara franchisee, La Perla store and a multibrand store of Ermenegildo Zegna and Pal Zileri. From the position of Fundraising Manager, her main duties with UNICEF include the development and implementation of a comprehensive strategy in Romania establishing UNICEF as a fundraising agency, increasing the brand awareness among private individuals and the development of close partnerships with key agencies and corporations within the private sector. Her business education includes a postgraduate EMBA with Asebuss, Bucharest in association with the George Washington Business School in USA. Despina Andrei is a graduate of the University of Bucharest, the Faculty of Mathematics-Informatics.
Paper Abstract
UNICEF projects in Romania
Brief presentation of UNICEF, with a history of the organization and its focus and main achievements at international and the projects and directions on local level .
Petru Craciun
General Manager
Cegedim
Personal Presentation
Petru Craciun graduated the Pharmacy Faculty in Bucharest. Following a short experience as practicing pharmacist and then as University Assistant he was attracted by the B2B services; he works for over 10 years in companies providing services dedicated to partners within the pharmaceutical market. He manages to combine the entrepreneurial experience with the preparations for launching new products and innovative projects for the local market. He is interested in understanding the local needs in marketing and sales and of the way the pharmaceutical companies operate, from the smaller ones to the ones with a redoubtable international experience. His present role is that of General Manager of Cegedim Romania.
Paper Abstract
Present business models in the Pharmaceutical market in Romania
The presentation provides a supplementary perspective of the influence the business environment of the pharmaceutical companies on the Romanian market has over their recent performance. The comparative analysis of the performance of different models can be useful in adapting the applicability, on short and medium term, of the organizational approach and allocating the resources according to priorities in the pharmaceutical business.
Tudor Baciu
Sales Manager
Eli Lilly
Personal Presentation
Tudor Baciu graduated the Faculty of Medicine in Iasi and EMBA degree from ASEBUSS Bucharest. He has been working for over 10 years in pharma industry as medical representative, sales supervisor and (present) sales manager in Eli Lilly Company. His main responsibilities are:
- recruiting and hiring medical representatives
- coaching medical representatives
- build team synergy
- achieve district sales plan through leading people
- monitor the district budget
Paper Abstract
Performance Evaluation Systems related to Promotion in Pharma Industry
A short presentation regarding the main types and methods of the field force performance evaluation in Pharma Industry and the importance of this evaluation.
Mihai Ciobanu
OTC Manager
Johnson & Johnson
Personal Presentation
- International Economic Relations, Cluj
- 1998 – 1999 Trader RASDAQ
- 1999 – 2006 Unilever (Management Accounting, Sales, then different other roles in Marketing)
- 2006 – 2007 Pfizer Consumer Healthcare Manager for Romania
- At present Business Development Manager OTC la Johnson & Johnson (following the acquisition of the Pfizer OTC Division)
Paper Abstract
To be or not to be …in supermarkets?
Some of our interests will always be conflicting. But if we look at the broader picture, we can see that the most difficult competition is not always the most obvious. An antismoking product competes more with cigarettes than with other antismoking products. In many categories, a pharmacy competes with hypermarkets more than with other pharmacies. And it’s enough to look West to see where this can lead to. Of the total OTC sales in the UK, almost 40% are now made through supermarkets. Except for the supermarket, nobody wins. Without any professional recommendation regarding the type of product or the indication, patients can misuse and abuse the drugs at their own risk. Pharmacies are less frequented, and lose not only 40% of their OTC sales, but also the additional sales generated by the visit. The price war makes manufacturers and pharmacies see their profit margins sink year after year, while distributors are left outside the loop altogether. In the meantime, retailers are quietly preparing their own private labels. We can choose a different model. By offering real added-value to the patient in the pharmacy. By making sure the pharmacies don’t become drug mini-markets. By enforcing the rules of ethical promotion. By finding better ways to compete than just on price. By giving patients the confidence that they will receive the most appropriate solution for their problem, regardless of any commercial allegiances and interests. It’s up to us.
Oana Cociasu
Managing Director
Lowe & Partners
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; Managing Director Lowe&Partners Romania
Paper Abstract
How to create a good brief
Carmen Catrina
General Manager
Expand Health Romania
Personal Presentation
Carmen Catrina is Primary Pharmacist in General Pharmacy and a graduate of the Romanian-Canadian MBA Programme in 2007.
After almost twelve years dedicated to the pharmaceutical business in different roles: Medical Representative, Sales Manager and since 2001, General Manager in Expand Health Romania, she is one of the pharma industry “old generation” as the youngest like to say.
The passion, creativity and development focus are values involved in all: responsibilities, decisions and projects.
The Oxford Nomination “ International Socrates Award - for the Contribution to the Intellectual Development of the Modern Society”, represented in april 2007, the most important international recognition for both Carmen Catrina and Expand Health, strong evaluation points being: the PharmaBusiness Congress initiative and the client’s portfolio.
Paper Abstract
The Pharmacy is the hottest final point of recommendation chain, having the patient /client in front of the product and direct information.
The Pharmacy is the hottest final point of recommendation chain, having the patient /client in front of the product and direct information.
- Are pharmacists trained enough to be the Communication Key?
- Are they correctly aware of the promotion activities and commercial campaigns relative to each product efficiency and safety lines?
- Are they really prepared to the pharmacy’s product diversity and differentiations?
- Are pharmacists understanding how they can manage the two fundamental and sometimes opposite roles: commercial and scientific?
The “Pharmacist Business Box” project can turn the answers to all these questions into YES.
Vivian Diaconescu
Chief Operating Officer
A&D Pharma
Personal Presentation
Vivian Diaconescu is Chief Operating Officer Wholesale - A&D Pharma, the largest integrated pharmaceutical wholesale and retail business in Romania. Member of the Executive Board as well as of the Full Board of A&D Pharma Holdings N.V. – mother company listed in October 2006 on London Stock Exchange (first Romanian operations successfully launching its I.P.O. on LSE); His career within the company started 10 years ago and passed trough different experiences and positions from Area Sales Manager to Business Development Manager.In 2005, he was appointed General Manager Mediplus, and shortly after this promotion, in October 2006 appointed Chief Operating Officer Wholesale A&D Pharma within the same company.
Paper Abstract
Mediplus – The Partner for A Intelligent Business in Pharmacy
Yvonne Dumitrascu
Senior Recruiter Manager
eJobs
Personal Presentation
Yvonne is senior Recruiter Manager at eJobs. She has been working with eJobs since the beginning of the company. She has had an important role in establishing close relationships with some of the most important clients. Her charm in maintaining these relationships is combining humor with a professional dedicated attitude.
Paper Abstract
Does the online recruitment market represent the best method for hiring pharmaceutical personnel?
We invite you to listen to a presentation regarding the quantitative analysis of the dynamics of the Romanian online recruitment market. This is an analysis from the point of view of the pharmaceutical industry and it presents the criteria of recruiting candidates from this particularly domain.
Alecsandra Fulga
Client Service Manager
Synovate Romania
Personal Presentation
Alecsandra Fulga has extensive experience in the marketing and in pharmaceutical area. She is responsible for developing the pharmaceutical sector in Synovate Romania and she 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
How can I get the best knowledge to be transformed into strategic insights?
As the world's most curious research company we learn a lot about people. Understanding people, either consumers or professionals, is essential for anyone in marketing. Our job is to learn what people like, how much, and why they like the things they like. Within this section of the Pharma Business Congress, we want to share with you what we know and together, to find out more about: How big and actionable is the need for knowledge in Romanian pharmaceutical market, as to develop plans to give people what they want or need? How sensitive and constrained are the pharmaceutical players when comes to market research approach? How open is this market to stretch the definitions of conventional research? How appropriate is to create innovative ways of gathering facts in pharmaceutical area? How difficult is to turn that data into strategic business insights? ...and more.
Marcian Gavrilescu
Director General
Labormed Pharma Trading SRL
Personal Presentation
BSC – Bucharest Construction University – graduated in 1998
1997 – Logistics Manager – Tamisa Trading
1999 – National Sales Manager – Tamisa Trading
2003 – National Sales Manager – Labormed Pharma Trading
2004 – General Manager – Labormed Pharma Trading
· Professional Certificate in Management – Open University (CODECS)
· EMBA – ASEBUSS – started in 2006
Paper Abstract
Amalia Georgescu
Director General
Remedio
Personal Presentation
Mrs Amalia Georgescu is the General Manager of Remedio chain of pharmacies (65 pharmacies on a national level). She started this new challenge 1 year ago. Her experience and high involvement in the business, on top of the development strategy, started to show financial results as well as high satisfaction level among customers as well as employees. The stragegy focused on prevention methods and education among pacients creates value for the company. The high service quality for Remedio customers is the key element of the strategy. Mrs Georgescu has an experience of 9 years in pharma market. She was the Marketing Director for A&D Pharma (Sensiblu & Mediplus) during the last years.
Paper Abstract
Model for Pharma Business excellency
- What doe we want to obtain in the relationship: producer-distributor- retailer? Do we have common interests?
- Do we use all the resources, do we use then trough the right channels? Is there true impact? Measurable?
- Quantity versus quality – a necesaary compromise?
- Who is the center of the Universe in our business? Who could or should be the center of the Universe?
- Professional ethics vs. business objectives
- Are we in the right business relationship?
- Is there professional satisfaction?
Norina Gavan
Country Manager
Worwag Pharma Romania
Personal Presentation
Norina Alinta Gavan, 41 years of age
A chemist engineer since 1989 (The Babes Bolyai University, Cluj).
Since 1991 – Biochemist, the Dermatology Clinic in Cluj
1996/1997 – PhD the California University, Francisco, the Dermatology Department
1997 – Doctor of Science with the UBB Cluj
Since November 1997 – Open the roads of the German Company Worwag Pharma in Romania
Since November 2002 – Start the activities of Worwag Pharma in the Republic of Moldova
Since November 2003 – Start the activities of Worwag Pharma in Slovenia
Personal brand: ”organisation, discipline + enthusiasm= success”
The biggest investment– Alex, 17 years of age
Paper Abstract
The attitude diferentiates organisational behaviours.
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 Key opinion leaders in the medical field: from the marketing strategies of the pharmaceutical companies to the summary meetings of the medical publications
What is the connection between launching on the market a new drug and establishing the editorial plan of a medical magazine? What are the points where the two events are intersecting? And where are positioned, within this intersection, the key opinion leaders?
Nicolae Iordache Iordache
Country Manager
Richter Gedeon Representative Office
Personal Presentation
Has over 10 years of experience in sales and marketing pharmaceuticals including Medical Representative and Area Sales Manager (for Richter Gedeon Representative Office), First Line Sales Manager and Sales Force Effectiveness Manager for 11 countries with Novartis. He is currently Country Manager for Richter Gedeon Representative Office. Has medical background and holds an MBA degree from Case Western Reserve University (Cleveland – USA). Particular professional interest: Sales Force Management.
Paper Abstract
Sales Force Effectiveness – Just a “Buzz Word” or More?
With pipelines more uncertain than ever, stingier payers, more demanding regulators, a primary care market with a consistent sluggish growth and, more importantly, shrinking profits, pharmaceutical companies are now looking at reinventing its sales model to replace the one that served them faithfully for decades. The search for more effective ways to interact with the growing complexity of clients while driving down sales and marketing costs goes on… The costly “share of voice/ share of noise” slogan of the ‘90s may no longer be the answer in this changing environment. But what is available to replace it? Has the quake reached the Romanian market as well or we are still in the comfort of a faster growing “emerging market”. Do we bother about increasing effectiveness of our sales forces? What is sales force effectiveness (SFE) and what is to be expected from it? What have we, or is to be, done in this respect? Should you have a say about these matters please join us for a roundtable discussion on the topic. Now we have the chance to work together in finding some answers.
Laura Ivancioiu
Consultant Relatii Publice
Deci se poate
Personal Presentation
Laura Ivancioiu has over 10 years experience in the press, and for the last four yeas she was the PR Manager for Radio Contact, Academia Catavencu and, more recently, for her own PR agency - DeciSePoate. She holds a license in journalism and a Masters degree in Communication, but she thinks she learned at least as much in her direct relations with the journalists. She organized complex and very diverse events: from the Stufstock concert in Vama Vache to the Catavencu Ball. She also made the PR of diverse brands: from pharma, media and even for VIPs. Beyond al this, she likes to fish – on the pond catch and release, in business, just catch.
Paper Abstract
How to catch the Big Fish with the help of the press
A marketing campaign without media relations is like a fishing party where you did not catch the Big Fish. For appropriated baits and hooks we recommend PharmaBusiness 2007.
Mirela Iordan
Human Resources Director
Pfizer Romania
Personal Presentation
Mirela current position HR Director Pfizer Romania Mirela has a Bachelor’s degree in General Medicine from the University of Medicine Ovidius Constanta and an MBA from the University of Tiffin Ohio US. She is a member of HR Club Romania and AmCham Labor Task Force. Mirela has starting the doctorate program in Medicine. She lives in Bucharest, has two wonderful children David and Alexia, and outside work she enjoys outdoor activities, especially with the family and friends.
Paper Abstract
Recruitment workshop –Innovate the pharmaceutical talents’ selection
The workshop is designated to HR professionals, as well as business leaders from sales and marketing that will bring a strategic input in defining the hiring of future organizational talents. The pharmaceutical companies of all kinds and sizes are scrambling to find experienced sales and marketing professionals and remain reluctant to hire talented candidates whose backgrounds don't include industry expertise or medical background. The changes and challenges in health-care environment and media headlines concerning our industry are raising questions about our focus as HR professionals to source our workforce and more and more people are going to be needed to manage outside relationships, with regulators and other influencer groups.
Dumitru Lupuliasa
President
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
Roberto Musneci
Serban Musneci & Associates
Personal Presentation
Mr. Musneci has a degree in Applied Economics at Rome’s International University of Social Studies. He joined GlaxoWellcome in 1991 in finance Eastern Europe and progressed through commercial and General Management positions all over Eastern Europe. He was head of GlaxoWellcome Self Medication in 1999 – 2000, rejoined Eastern Europe as Vice President Commercial Operations and finally Vice President & Area Director Eastern Europe South based in Romania. He is very interested and personally involved in government relations and corporate social responsibility as a main tool to develop the business and the role in society. In January this year Dr. Musneci left GSK to create an Institutional and corporate communication practice called Serban Musneci & Associate. He finally joined the board of Unimpresa (the Association of Italian enterprises in Romania in October this year.
Paper Abstract
A debate for the reform of the Healthcare system: a view from the industry
Amcham produced over the last few months a comprehensive agenda to stimulate a multistakeholder dialogue that will address the main needs of the reform. The paper is an agenda and a call for an open dialogue between authorities, colleges and industries.
Pierre Poupard
President
United Nations Children's Fund
Personal Presentation
Mr. Pierre Poupard is UNICEF Representative in Romania since March 2003. From March 2001 to March 2003 he served as Special Representative in the Occupied Palestinian Territory. He joined UNICEF in November 1989 as Programme Officer in Burundi where he supported the Government in designing and implementing a sound poverty reduction programme. From 1995 to 1998 he was Programme/Planning Officer in Morroco. In this capacity he contributed to the development of a new Programme of Cooperation between UNICEF and the Government of Morroco, which focused on the decentralized interventions in disadvantaged urban and remote rural areas. He was subsequently appointed as Senior Programme Officer in Mali where he monitored the implementation of one of UNICEF s largest Country Programmes of Cooperation in West and Central Africa. In this capacity he was responsible for the planning, co-ordination and implementation of UNICEF programmes aimed at improving the lives of Palestinian children and women. Prior to joining UNICEF, Mr. Poupard worked as an Economist with the French Ministry of Co-operation in Iran and in Niger (1975 1979). He then served as rural Statistician with the French Research Institute for Development in Burundi (1980 1987) and subsequently at the Headquarters of the same Institute in Paris, France (1987-1989). Mr. Poupard is a national of France. He pursued his university studies at the Ecole Nationale de la Statistique et de l Administration Economique (France) where he obtained a diploma in Statistics and Economics in 1975.
Anca Petrescu
Human Resources Specialist
Merck Sharp & Dohme
Personal Presentation
Having a foreign languages background, I have been oriented my whole life towards people and what brings them together. After experiences in several domains related to communication (such as diplomacy), I have discovered my true passion only later: Human Resources. In pharma business for 3 years - long enough to taste the sweet-bitter challenges of the domain where I met my mentor and became mentor myself. I have a MA degree in Risk Management in Human Resources and although I am oriented towards strategic aspects of HR, my strong hands-on experience comes mostly from recruitment and coaching. I am never too busy for my friends, for painting and my pets (two budgies and a cat). Optimistic, empathic and team-player.
Paper Abstract
The Sales Rep (or Medical Rep) is the star of any pharma company
How do we want him/ her to be, what is the ideal profile? Until now, the Romanian pharma companies afforded the luxury to recruit most likely reps with medical background. Do we afford this luxury any more? If not, what may be the "targeted" profiles? And, if we target them, why could become attractive in pharma market, considering that they do not know the ins and outs of the domain?
Gabriela Saulea
Product Manager
NovoNordisk
Personal Presentation
Product Manager in Novo Nordisk Romania since 2003; working in Pharma Business since 1996 as Medical Representative in Moldavia and than as Senior Medical Representative in Bucharest; used the accumulated experience in creating and implementing strategies and campaign that create new markets for allocated products. The strong relationship with KOLs favourably influences the prospects of the brand and allowed to create Advisory Boards and developing guidelines for product usage Eg: “Guidelines for NovoSeven usage in ATI” (Jama 2004) supported by NovoSeven Advisory Board (prof. D. Tulbure) “Guidelines for NovoSeven usage in Gynaecology” (Gynaecology Revue 2005) supported by NovoSeven Gynaecology Advisory Board (Prof. V. Ancar) “Guidelines for diagnose and treatment of SGA” (2007) – new indication for Norditropin SimpleXx supported by Novo Nordisk SGA Advisory Board (prof. Popa) Facilitate access and implementation of International Projects that improve overall disease care Eg: Novo Nordisk Haemophilia Foundation Project (2006-2008) won by National Haemophilia Association (prof. Margit Serban) Haemophilia Forum 2007 – First edition – (National Society of Haematology) Create and implement campaigns for disease awareness: Eg: PressPro campaign “I want to grow, too” for early diagnosis of growth disorders
Paper Abstract
What is the future of Romanian healthcare: What should be done now to prepare for it?
Pharmaceutical business in Romania faces changes and challenges determined by new European regulation, alignment with EFPIA code, new expectations from customers and new requests from the market. Pharmaceutical companies face difficulties related with the small budgets, lack of diagnostic patients or poor treatment for known patients; programs dedicated to some diseases areas are poor financed, covering some times only treatment with chip and unsuitable products. In the same time the NIH has stated that budget deficits should be some how covered with common efforts with pharmacies companies, meaning cut of prices. The NIH is also becoming a more sophisticated purchaser of medicines and consequently, is increasingly demanding greater value for money and a level of cost effectiveness data and pharmaco-economy studies. Customers have been swift to enforce cost containment decisions, limiting prescriptions of innovative medicines in favour of the cheapest alternatives GPs are now largely complying with payers instructions In these circumstances it is fundamental that we understand and satisfy the increasing expectations of our customers and patients We must develop strong, sustainable and mutually beneficial relationships with our customers Therefore, our operating model must change to adapt to these new market realities and provide a different value proposition to our customers.
Mihai Tataru
Managing Partner
Sincron
Personal Presentation
Mihai Tataru is co-founder of Senior Group and currently Managing Director of SincronHR, the dedicated HR-specific software development company of Senior Group. As a genuine entrepreneur and strategist, Mihai grows companies that have a clearly stated mission - to become leaders in their field of expertise. With a keen eye for human related aspects, Mihai always put emphasis on developing its people, both as professionals and reliable team mates. Among his key priorities is advancing Senior Group’s culture and reputation to be recognized as an employer of choice. Through his vision and passion, Mihai grew in less than 2 years SincronHR from a start up into one of the leading providers of HR-dedicated software and consultancy services. With the clear objective of setting up new standards in HR-specific software applications, SincronHR is now offering an interconnected, On Demand recruitment platform that helps HR Executives to offer higher value and improved ROI in their activities. Early 2007, Sincron started to grow an international partner network to globally spread its dedicated, state-of-the-art recruitment solutions towards Central and Western Europe. Prior to starting-up Sincron, Mihai involved himself as Managing Partner in building one of the largest and most successful companies in the Romanian Internet. Senior Interactive, part of Senior Group, is nowadays the trusted provider for Internet strategies, web development and interactive communication platforms for FMCG, Pharma and Automotive key-players in Romania. Before starting as an entrepreneur, Mihai has been working for several years in Sales and Business Development both on Romanian and international markets with leading companies as GTS Telecom/former kpnQwest and Softwin. Mihai is passionate about economics of innovations, human capital and corporate governance. He held a Master Degree in Human Resources and Innovation with the University of Lille, France and a Bachelor Degree in Enterprise Management with the Academy of Economic Studies in Bucharest, Romania. Mihai has a very active life being passionate about free climbing, kayaking, kite-boarding and skiing.
Paper Abstract
Recruitment in 2007 - a paradigm change (also) in the Pharmaceutical Field.
We have good news: there is a solution. A unitary solution for the recruitment processes management, with specific answers for each area of activity. A solution adopted by the most active players in their field of activity. Sincron – recruitment software is now available for the pharma industry.
Ruxandra Toporan
Sales Development Manager
AstraZeneca Romania
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 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, she was involved in sales force effectiveness projects as SFE Manager for Ozone Laboratories and now as Sales Development Manager for AstraZeneca. Her role: improving the efficiency and the quality of the interaction between medical promotion teams and clients. Her objective: to develop a high-performance sales force, able to respond to the pharmaceutical market challenges.
Paper Abstract
Searching Faster Excellence
In the actual environment of the pharmaceutical market we are all searching for solutions that can give us access to achieve faster sales excellence, higher quality in medical promotion. We are hearing more and more discussions about something called “SFE”, which is often associated with performance in our activity. What is SFE, how can it help us to improve the interaction with our clients, what do we expect from SFE? Now we have the possibility to work together in finding some answers.
Andreia Valter
Marketing & Sales Director
Medico Uno Romania
Personal Presentation
I started my carrier in pharmaceutical business in March 1995 in Schering AG, where I passed different position indifferent departments of marketing and sales. For almost 7 years I was BUM for Gynecology and Dermatology in Schering. Here I had the opportunity to launch successfully new products (contraceptives, menopause therapy and dermatological products), increase the number of Rep’s for promotional team and also coordinate together with marketing colleagues an educational campaign for contraception ( to increase awareness and also acceptance rate of oral contraceptives). Last year I moved in generic market to Ozone Laboratories, coordinating marketing department for ethical products. From July I’m working for a new Hungarian pharmaceutical company, Medico Uno Romania, as marketing and sales director. I’m developing a new promotional team, implementing marketing strategy for 8 new products which will be available beginning of next year. My experience in marketing and sales, also a lot of feedbacks that I received from representatives/ASM and marketing people, convinced me to discuss to this Pharma congress this relationship between them, opportunities in developing marketing and sales strategies.
Paper Abstract
The role of marketing in increasing the quality of the Medical Call
Starting from the opinion of some of our colleagues, Medical Representatives (MR) that the Product Manager (PM) is a character within the company that produces and delivers pens, brochures promotional materials and asks for reports, different from the reports their direct manager, the Area Sales Manager, is asking for, this presentation aims to underlining and focus our attention on this topic and tries to stimulate the discussion and re-evaluate the role of the Marketing Department.
Catalin Vicol
Marketing Manager
Walmark
Personal Presentation
The secret of endurance in marketing is to look forward and not go around in circles. Catalin Vicol is a Member Chartered Institute of Marketing – the world’s leading professional marketing organization - and manages the Marketing Department of Walmark Romania since 2004.
Paper Abstract
Pharma creativity?
''We are facing lately a faster pace of market increase rhythm, mainly due to the higher investment of pharma companies behind the marketing of their products. Not only OTCs, but also the Rx products started to implement integrated marketing campaigns. This is the good news. BUT: even if bigger bucks are spent now behind media, when we put the TVs on or we shuffle a women magazine, we still do not get thrilled by a medicine TVC or print ad... This is the bad news. However, I think we have solutions to this situation, and one of them is called CREATIVITY. Yes, creativity in pharmaceutical industry and communication, because even the rational benefits could be emphasized in a creative way. And this is what we're going to talk to you about in this workshop. "
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