MedForce 2018

June 25 - 26, 2018

Omni Parker House, Boston, MA

1.888.482.6012

Day Two: Tuesday, June 26, 2018 | Access In A Dramatically Changing Customer Landscape

7:30 am - 8:30 am Breakfast & Registration

8:30 am - 8:45 am Welcome Remarks

Charleen Ring, Program Director,MedForce
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Charleen Ring

Program Director
MedForce

8:45 am - 9:00 am Chairperson’s Opening Address

9:00 am - 9:20 am Engaging IDN Influencers In A Changing Healthcare Landscape

Terry Coutsolioutsos, Senior Vice President, Sales Operations & Communications,Siemens Healthineers
The dramatically changing customer landscape is at the top of everyone’s minds. Curious as to how commercial leaders are attacking C-suite and physician access from a targeting standpoint? Terry Coutsolioutsos has the answers. Through his work in sales leadership at Siemens Healthineers, Terry will share Insights into engaging IDN influencers and how his team is adapting to the new healthcare environment.
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Terry Coutsolioutsos

Senior Vice President, Sales Operations & Communications
Siemens Healthineers

With an increasingly complex healthcare environment, transforming your sales and marketing teams can be critical to your success.  We successfully applied behavior science to create a sales force specifically designed to succeed in a volatile market.  However, that was just the beginning. This session will explain:

  • Examining the behaviors of your sales and marketing, and how those two functions intersect
  • Insights into sales team formation and  marketing approach
  • Developing an infrastructure for this new breed of representative
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Jay Graves

Vice President, Sales
Roche Diabetes Care

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Jeff Sullivan

Director, Product & Customer Marketing
Roche Diabetes Care

8:00 am - 12:00 am Driving Innovative Change In The C-Suite

Tom Geen, Vice President, Sales,Johnson & Johnson
Walking into a physician’s office and selling the features and benefits of your product is a thing of the past. Tom Geen and his team have mastered C-suite execution, and he’s here to share three pillars of what drives change in the hospital c-suite.

  • Case studies and lessons learned from C-Suite engagement 
  • Examining the trials of errors of generating real change
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Tom Geen

Vice President, Sales
Johnson & Johnson

You’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.
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Terry Coutsolioutsos

Senior Vice President, Sales Operations & Communications
Siemens Healthineers

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Tom Geen

Vice President, Sales
Johnson & Johnson

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Jay Graves

Vice President, Sales
Roche Diabetes Care

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Jeff Sullivan

Director, Product & Customer Marketing
Roche Diabetes Care

10:20 am - 11:00 am Coffee O’clock - Morning Refreshment And Networking Break In The Social Zone

11:00 am - 11:30 am Data As A Weapon To Sell To Hospitals And Healthcare Facilities

Jeff Rummer, Director, Global Marketing Operations,Medtronic
With diminishing physician access, the focus has shifted from traditional sales tactics and relationship building. Today, the hospital c-Suite is the gatekeepers to physicians, and reps are forced to tackle a whole different beast.  Our keynote speaker will offer insights into how your sales force can adapt to the new customer model by using data to reach the right people at the right time.

  • Selling to physician groups and leveraging data to your advantage
  • Understanding how  purchase procedures are  shifting
  • Navigating data purchasing and using data for targeting
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Jeff Rummer

Director, Global Marketing Operations
Medtronic

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Reena Mishra

Director, Product Marketing
SI-BONE

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Nikolas Kerr

Vice President, Product Marketing
SI-BONE

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Adam McClurg

Senior Manager, Field Marketing
SI-BONE

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Shaun McNamara

Territory Manager, Sales Advisory Council Member
SI-BONE

12:10 pm - 1:10 pm Luncheon

12:10 pm - 1:10 pm Invite-Only Lunch

This track focuses on innovations and entrepreneurship in medtech, specifically building an infrastructure to commercialization on a budget.

Track A: Silicon Valley, Medtech Style – An Interactive Experience

1:10 pm - 1:20 pm Chairperson Opening Remarks
To learn how you can chair Track A, contact Christine Johnson at christine.johnson@wbresearch.com or 646-200-7458.

Track B: Digital Marketing Remix – Social Media

1:10 pm - 1:20 pm Chairperson Opening Remarks
To learn how you can chair Track B, contact Christine Johnson at christine.johnson@wbresearch.com or 646-200-7458.
In this top-secret, closed door track, we invite MedForce’s most senior attendees, from Medical Device manufacturers only, to come together for a full afternoon of collaboration, benchmarking and conversation. We invite you to share your most pressing challenges, in a vendor-free environment, with fellow VPs and C-Level industry thought leaders.

Device Manufacturers SVP Network – By Invite Only

1:10 pm - 1:20 pm Chairperson Opening Remarks
Mary Beth Moynihan, Senior Vice President, Marketing Strategy,Boston Scientific
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Mary Beth Moynihan

Senior Vice President, Marketing Strategy
Boston Scientific

Track A: Silicon Valley, Medtech Style – An Interactive Experience

1:20 pm - 1:40 pm Case Study: Bootstrap Digital Marketing: Getting The Most Bang For Your Buck
So maybe you don’t have the resources to hire a creative agency, and maybe you alone (or a small team) oversees your product’s website, trade show and social media presence, brochures, leads, and data. Our speaker shares their experience as a digital multitasker and how they navigated a product launch on a tight budget, utilizing low-cost tactics:

  • Establishing brand identity 
  • Creating quality content to success in today’s digital marketing landscape
  • Gaining a competitive advantage through growth hacking  

Track B: Digital Marketing Remix – Social Media

1:20 pm - 1:40 pm Campaigning For The Customer In A Product-Centric Environment
Holly McCormick, Director, Marketing Communications,ZimmerBiomet
In a land of a thousand brands it can be tough to quiet the noise enough to all\ow the voice of your customers to truly be heard.  After all, every great medical product is developed with an inherent belief in its unique customer benefits and a team of people dying to shout about them to the world.  We, as MedTech leaders, have great passion for our technologies and the endless possibilities that come along with them.  But, has our passion for our products caused us to lose touch with our customers?  Do we truly understand who they are today, how they consume content or what experience they desire to have with us?

  • Recognizing the modern customer-centric environment
  • Aligning vision, people and solutions to build momentum
  • Realizing the power of a fully integrated customer experience
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Holly McCormick

Director, Marketing Communications
ZimmerBiomet

Device Manufacturers SVP Network – By Invite Only

1:20 pm - 1:40 pm Addressing Commercial Model Changes

Track A: Silicon Valley, Medtech Style – An Interactive Experience

1:40 pm - 2:10 pm Doing More With Less: Product Commercialization On A Budget
Drew Pieprzyk, Vice President, Sales & Marketing,Velano Vascular
While it’s always a thrill to hear what the “Big Guys” are doing to advance their commercial strategies, what works for them just isn’t practical or even possible for smaller device companies, especially start-ups.  Our expert panel knows what it’s like to wear so many hats and be expected to bring a product to market with limited marketing and sales dollars. They’re here to answer your questions and share insights on:

  • A career shift  from “Big” to “Small” medtech and adapting what you know about the commercial model to fit your new budget
  • Arming your marketing team with the tools they need to help sales do their jobs for efficiently and effectively
  • Building viable commercial capabilities and processes
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Drew Pieprzyk

Vice President, Sales & Marketing
Velano Vascular

Social media is one of the most disruptive forces to happen to marketing in decades. It has transformed how we gather information and engage with one another. Patients, Caregivers and HCPS are using social media more and more to achieve their goals. And Healthcare and medtech are embracing social media as a viable marketing channel. So where do we go from here? In this session, we will:

  • Explore the evolving social media landscape Discuss latest social media trends
  • Delve into the opportunities and challenges in using social media in the healthcare ecosystem
  • Stay compliant 
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Vasey Hargreaves

Director, Marketing
Intersect ENT

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Lindsey Karberg

Director, Digital Marketing
Allergan

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Katherine Bohren

Manager, Digital Marketing
BTG International

Device Manufacturers SVP Network – By Invite Only

1:40 pm - 2:10 pm Addressing Top Challenges Faced By Senior Leadership

Track A: Silicon Valley, Medtech Style – An Interactive Experience

2:10 pm - 2:30 pm Moving Beyond “The Milkman Model” – Adapting Your Sales Strategy From The Old Commercial Model
Todd Sloan, Senior Director, Regional Sales,Natera
A sales rep walks into a doctor’s office… No, this isn’t the beginning of a joke; it’s a reality so many of us know all too well – or did know in the days before diminishing physician access and the impact of IDN and GPO consolidation. In today’s healthcare landscape, we need to change the way we’re training our field force.

  • Re-examining sales force effectiveness and enablement
  • Key account management and execution
  • Shift to value-added service
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Todd Sloan

Senior Director, Regional Sales
Natera

Track B: Digital Marketing Remix – Social Media

2:10 pm - 2:30 pm Case Study: Strategic Storytelling And Defining A Narrative
Cody Coonradt, Manager, Market Development & Strategy,3M
3M recently completed a project around strategic storytelling, and Cody Coondradt will walk you through the process they used to define their strategic narrative and how that is now helping to shape everything from portfolio management to marketing communications and brand activation.
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Cody Coonradt

Manager, Market Development & Strategy
3M

Device Manufacturers SVP Network – By Invite Only

2:10 pm - 2:30 pm Executive Boardroom Discussion
After our keynote and panel discussion, we invite our exclusive network to join together in a boardroom style discussion to share your top challenges as a senior-leader and hear what’s worked for your peers.

Track A: Silicon Valley, Medtech Style – An Interactive Experience

2:30 pm - 3:00 pm Workshop Roundtables – Moderated By The Track Speakers
These free flow discussions will be your chance to take a deep-dive into the specific areas you came to discuss. Our moderators will provide prompts to help drive meaningful conversations around your biggest challenges.

Track B: Digital Marketing Remix – Social Media

2:30 pm - 3:00 pm Workshop Roundtables – Moderated By The Track Speakers
These free flow discussions will be your chance to take a deep-dive into the specific areas you came to discuss. Our moderators will provide prompts to help drive meaningful conversation around your biggest challenges.

Device Manufacturers SVP Network – By Invite Only

2:30 pm - 3:00 pm Wine Tasting Reception
We conclude the MedForce Senior Leadership Network with a wine tasting and networking reception!

3:00 pm - 3:40 pm Boston Tea Party Afternoon Refreshment Break in the Social Zone

3:40 pm - 4:10 pm Guest Speaker: Compliance For The Digital World - Interpreting The New Laws For Digital

As technology advances, the industry is facing new concerns around customer and patient data privacy and digital laws. It’s not always cut and dry or easy to understand. 

  • An update on digital privacy laws
  • Remaining compliant in the new digital world
  • Insights into the future of data privacy  
Choose Two:

1. Engaging IDN Influencers
Terry Coutsolioutsos, SVP, Sales Operations and Communications, Siemens Healthineers 

2. Why Lead Generation Always Wins versus Awareness and Education
Stan Van Gent, Marketing Director, Direct-to-Patient and Direct-to-Referrer Center of Excellence, Boston Scientific

3. Driving Innovative Change In The C-Suite
Tom Geen, VP, Sales, Johnson & Johnson 

4. Social As A Disrupter 

5. Navigating The Medtech Business Model
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Terry Coutsolioutsos

Senior Vice President, Sales Operations & Communications
Siemens Healthineers

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Stan Van Gent

Marketing Director, Direct-to-Patient & Direct-to-Referrer Center of Excellence
Boston Scientific

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Tom Geen

Vice President, Sales
Johnson & Johnson

5:10 pm - 5:10 pm End Of Day 2