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

David Keane - Co-Founder and CEO Bigtincan
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David Keane

Co-Founder and CEO
Bigtincan

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

9:40 am - 10:00 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 Aligning with Marketing To Get The Tools You Need to Sell

Jon Osborne - Area Vice President Smith & Nephew

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Jon Osborne

Area Vice President
Smith & Nephew

11:10 am - 11:20 am Learn Faster, Sell Smarter, and be More Productive with Bigtincan for Life Sciences

David Keane - Co-Founder and CEO Bigtincan
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David Keane

Co-Founder and CEO
Bigtincan

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Reena Mishra

Director, 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

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Geoff Maw

Director of National Accounts
SI-BONE

12:00 pm - 1:00 pm Luncheon

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

1:00 pm - 1:20 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

1:00 pm - 1:20 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

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

1:30 pm - 2:00 pm Doing More With Less: Product Commercialization On A Budget
Drew Pieprzyk - Vice President, Sales & Marketing Velano Vascular Ankit Shah - Senior Director, Commercialization SetPoint Medical Reena Mishra - Director, Product Marketing SI-BONE
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

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Ankit Shah

Senior Director, Commercialization
SetPoint Medical

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Reena Mishra

Director, Product Marketing
SI-BONE

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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Katherine Bohren

Manager, Digital Marketing
BTG International

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Matthew Thompson

Manager, Digital Marketing
Allergan

2:00 pm - 2:30 pm Case Study Revolution: Marketing Automation: These Are The Droids You’ve Been Looking For

Debbie Donovan - Director, Communications & Corporate Identity EndoGastric Solutions
Sending 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)
 
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Debbie Donovan

Director, Communications & Corporate Identity
EndoGastric Solutions

2:20 pm - 3:00 pm Afternoon Refreshment Break In The Social Zone

3:00 pm - 3:30 pm Guest Speaker: Compliance For The Digital World - Interpreting The New Laws For Digital

Rocky Young - Principal Cyber Security Engineer MITRE Corporation
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  
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Rocky Young

Principal Cyber Security Engineer
MITRE Corporation

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

4:30 pm - 4:30 pm Conclusion Of MedForce