MedForce 2018
June 25 - 26, 2018
Omni Parker House, Boston, MA
1.888.482.6012
Day One: Monday, June 25, 2018 | Sales And Marketing Collaboration Day: Addressing Commercial Model Changes
7:30 am - 8:30 am Breakfast & Registration
8:30 am - 8:45 am Welcome Remarks & Ice Breaker
Charleen Ring - Program Director MedForce
8:45 am - 9:00 am Chairperson’s Opening Address
Manish Sharma - Chief Executive Officer & Founder TikaMobile
8:45 am - 9:05 am The Pursuit of Inflection: Gaining Traction In A Complex Space
Jim Yearick - Vice President, Marketing & Education – MCS/HeartWare MedtronicThe ratio of success for early technology companies in medical devices is challenging due to significant barriers in a highly complex environment. Even for large companies like Medtronic, gaining standard of care usage for promising new technology in an established space can be tricky. This session will provide experiences and insight into:
- Conditioning the product, company and market
- Prioritizing Structural vs. Behavioral Barriers
- Accelerating and Expanding when the time is right
9:05 am - 9:35 am How Patient-Centricity Leads To Innovation
Kasia Hein-Peters - VP, Global Marketing and Communication, Terumo BCT
9:25 am - 9:55 am The Digital Future Now: How We Can Build Additional Transformatives Digital Future For Healthcare Today
Neil Gomes - Chief Digital Officer & Senior Vice President, Technology Innovation & Consumer Experience Thomas Jefferson University and Jefferson HealthThe best way to predict the future, is to build it… now. And digital platforms can deliver this revolution that is needed in healthcare today. We must truly embrace our patients and their caregivers with digital solutions that attract, engage, enchant, and even heal and save lives. The power of digital is now available to healthcare via new technologies that enable quick and easy mashups that deliver tremendous value to patients and healthcare organizations. In this presentation you will learn, via the example of Thomas Jefferson University and Jefferson Health’s Digital Innovation and Consumer Experience Group (@DICEGrp), how we can all use digital technologies to build this transformative digital future for healthcare today.
Neil Gomes
Chief Digital Officer & Senior Vice President, Technology Innovation & Consumer ExperienceThomas Jefferson University and Jefferson Health
9:55 am - 10:15 am Morning Detox: A Conversation With Your Keynotes
Jim Yearick - Vice President, Marketing & Education – MCS/HeartWare Medtronic Neil Gomes - Chief Digital Officer & Senior Vice President, Technology Innovation & Consumer Experience Thomas Jefferson University and Jefferson Health Kasia Hein-Peters - VP, Global Marketing and Communication, Terumo BCTYou’ve just heard three captivating stories from three healthcare industry leaders. We know you have questions. We’re inviting our morning keynotes back up on stage to get a bit more in-depth, and of course, answer your most pressing questions.
Neil Gomes
Chief Digital Officer & Senior Vice President, Technology Innovation & Consumer ExperienceThomas Jefferson University and Jefferson Health
10:15 am - 10:55 am MedForce Morning Mingle -- Networking And Refreshment Break In The Social Zone
10:55 am - 11:15 am Fireside Chat: Launching A Marketing Center Of Excellence
Mary Beth Moynihan - Senior Vice President, Marketing Strategy Boston ScientificA marketing center of excellence is still somewhat of a foreign concept in this industry. Interested in how Boston Scientific recently launched a marketing excellence campaign and framework? Mary Beth Moynihan will discuss how her team is driving more digital engagement, lead generations for their salesforce, and measuring success along the way.
11:15 am - 11:45 am Panel: Anticipating How Industry Trends Will Sway Your Sales And Marketing
Rajit Kamal - Vice President & Global Franchise Leader, Marketing Johnson & Johnson Vivek Kopparthi - Co-Founder & CEO NeoLight Nick Ruth - Senior Director, U.S. Marketing Alcon Kathleen Voboril - Director, Digital & Marketing Operations Elekta Terry Coutsolioutsos - Senior Vice President, Sales Operations & Communications Siemens HealthineersOur panelists have each taken a creative integrated approach to commercialization, and they understand that
keeping up with your professional development is crucial in this dramatically changing marketplace. Our stakeholders from marketing and sales will share their most important takeaways from their top challenge they faced since 2017.
- Discussing top challenges
- Insights into what worked, what didn’t work, and lessons learned along the way
- Sharing key takeaways for their peers
Terry Coutsolioutsos
Senior Vice President, Sales Operations & CommunicationsSiemens Healthineers
11:45 am - 12:05 pm Case Study: Laser Cataract Surgery: Aligning Commercial Model Changes With Lifecycle
Nick Ruth - Senior Director, U.S. Marketing Alcon12:05 pm - 1:05 pm Luncheon
Private Lunch Hosted by Tika Mobile
12:05 pm - 1:05 pm Private Lunch - Hosted by TikaMobileTrack A: Sales Training Boot Camp For Sales Leadership
1:05 pm - 1:15 pm Chairperson’s Opening Remarks Parth Khanna - CEO ACTO TechnologiesTo learn how you can chair Track A, contact Christine Johnson at christine.johnson@wbresearch.com or 646-200-7458.
Track B: Digital Digest For Marketers
1:05 pm - 1:15 pm Chairperson’s Opening RemarksTo learn how you can chair Track B, contact Christine Johnson at christine.johnson@wbresearch.com or 646-200-7458.
Device Manufacturers VP Network – By Invite Only
1:00 pm - 2:30 pm Device Manufacturers VP Network – By Invite Only, Hosted by ZS Associates Mary Beth Moynihan - Senior Vice President, Marketing Strategy Boston ScientificIn this top-secret, closed door track, we invite MedForce’s most senior attendees, from Medical Device manufacturers, to come together for a full afternoon of collaboration, benchmarking and conversation in a boardroom-style forum. We invite you to share your most pressing challenges with fellow VPs and C-Level industry thought leaders.
Executive Boardroom Discussion
In this boardroom-style discussion, moderated by ZS Associates and Boston Scientific’s Mary Beth Moynihan, participants will have the opportunity to address a number of pressing topics, including, but not limited to:
Driving Commercial Success in the Ever-changing Healthcare Ecosystem
- The role of marketing / marketing excellence
- Developing compelling value propositions
- Commercial productivity
- Future Go-to-Market models
- Leveraging data and analytics – getting value from the hype
Digital connected health
1:15 pm - 1:35 pm Evolving Your Commercial Execution From A Sales Training Perspective
Strategically, companies know they have to evolve their sales organization, but they’re struggling to understand what that looks like and how they can develop right skill set in their frontline sales. The customer is changing the way they buy faster than sales are evolving. This session kicks off the sales training track with important information on:
- Evaluating compensation structure
- Training sales in current landscape, as health systems continue to expand
- Getting sales on the same page as the customer
Track A: Sales Training Boot Camp For Sales Leadership
1:35 pm - 2:15 pm Case Study Revolution: EQ vs IQ-Which One Guarantees Business Success? Kirt Pfaff - Training & Development La Jolla PharmaceuticalsIn 1990s the term “Emotional Intelligence” was first coined and has continued to gain acceptance throughout the business world. EQ is a form of social intelligence that involves the ability to monitor’s one’s behavior, discriminate throughout the challenging business landscape, and guide one’s thinking and action. Throughout the presentation the following characteristics will be thoroughly evaluated and applied:
- Understanding one’s own emotions to influence the business environment (self-awareness)
- Managing emotions to increase productivity (self-management)
- Empathetic to the emotional drives of colleagues (social awareness)
- Interacting with colleague’s emotions (social skills)
Track B: Digital Digest For Marketers
1:35 pm - 2:15 pm Case Study Revolution: Marketing Automation: These Are The Droids You’ve Been Looking For Debbie Donovan - Director, Communications & Corporate Identity EndoGastric SolutionsSending Email to customers and prospects is easy, in theory. In this session we will break it down:
- How to segment customers and prospects into lists.
- How to decide which content to send each segment.
- Each segment responds differently; let’s set expectations for good.
- Who should send message (From)
- Creating templates that generate FOMO
- How to triage replies
- Open discussion of products attendees use (hot tips/watch outs)
2:05 pm - 2:25 pm Drive Commercial and Clinical Intelligence in the Competitive Healthcare Landscape
Don DeStefano - Director, Business Development LexisNexis Risk Solutions Abigail Bernardi - Director, Market Planning LexisNexis Risk Solutions- Refine targeting strategies using medical claims based market intelligence and analytics
- Using the power of predictive analytics and data attributes to help you enhance your segmentation and targeting efforts.
- Leverage provider networks to understand shared patients, discover new influencers, and map provider relationships.
- Track payer reimbursement trends relevant to your market
- Build impactful and timely messages relevant to your audiences
2:25 pm - 3:05 pm Boston Tea Party Afternoon Refreshment Break In The Social Zone
3:05 pm - 4:35 pm Innovation Exchange
Haley Katsman - VP of Account Development Highspot, Inc. George Donovan - Chief Revenue Officer AllegoChoose Two of eight topics:
These Innovation Exchange roundtable discussions are the crux of the Integration Focus Day. Sit down with 10-15 other medtech executives, share solutions to common challenges, and ask the burning questions you need an answer to. Because no other vendors attend these roundtables, you’ll be pleased by how candid the conversations are.
1. Technology in the Field: Sales Enablement Strategy
Haley Katsman, VP of Account Development, Highspot, Inc.
#2 Building Winning Sales Teams: Effectively Hiring and Training Top Performers
George Donovan, Chief Revenue Officer, Allego
3. Engage Your Audience, Customize The Experience And Measure For Meaning
4. Voice of the Patient as Marketing Intelligence
5. How Data and Insights Can Accelerate Customer Engagement
6. Leveraging The Best Ideas from Your Agency
Haley Katsman
VP of Account DevelopmentHighspot, Inc.
4:05 pm - 4:25 pm Why Lead Generation Always Wins Versus Awareness and Education
Stan Van Gent - Marketing Director, Direct-to-Patient & Direct-to-Referrer Center of Excellence Boston Scientific
Stan Van Gent
Marketing Director, Direct-to-Patient & Direct-to-Referrer Center of ExcellenceBoston Scientific
4:25 pm - 5:00 pm Government Update 2.0: The Continuing Impact Trump Administration On Healthcare Reform
John Colleran - Principal/Former Branch Chief, Health & Human Services Todd Strategy Group/The White House (Formerly)What can we expect over the next 4-8 years, post the 2016 election? It’s no secret that the state of national healthcare will impact how we sell, to whom we sell, pricing, market access, and most importantly, the customer landscape. We’ve brought our expert panel to discuss:
- The changing administration and its impact on healthcare delivery systems
- Addressing the current political climate and get up to speed on current and future policies
- Understanding how it affects the healthcare industry
- Getting up to date on healthcare reform and how it impacts the customer
- Learning how companies and suppliers can help hospitals maximize their health economics proponents
John Colleran
Principal/Former Branch Chief, Health & Human ServicesTodd Strategy Group/The White House (Formerly)
5:00 pm - 6:00 pm Home Run Happy Hour
We’re bringing a taste of Fenway Park to MedForce. Join us for peanuts and crackerjacks, a cold one, or two, and networking fun and games.
