• Effectively 
• Efficiently
• Responsibly

• What drives HCP to consume independent education?
• Lessons learnt in reaching target HCP audiences - and how to keep then engaged
• Insights into HCP browsing habits – platforms, times, engagement limits

• What makes an effective medical affairs department?
• What are the trends for the future of medical affairs?
• What tools and approaches should be used to enable Medical Affairs?

• What drives HCPs to access independent congress-based education?
• Insights into HCP content consumption – when, where, and what they like to view
• The challenges in learning curves based on 3 years of content delivery

• Effectively 
• Efficiently
• Responsibly 

• Retrieving the actual complete information of what is happening at each point of care
• Having access to the complete medical records information: Every single patient, every single variable, the most realistic data source possible
• In order to get this, you need a system which is able to retrieve information:
  • From any healthcare provider (as long as they have electronic health records -EHR-, paper doesn't work)
  • Natural Language Processing: 80% of the variables and outcomes are going to be in the clinical narratives´ free text

The remit for Medical Affairs is extensive with a key objective of gathering actionable insights into clinician behaviour to identify practice and prescription patterns—and the rationales behind physician choices.  Join us to learn more about closing knowledge gaps to maximize the impact of your medical activities.

Let's take the idea of KOL engagement a bit further! Discover how to bridge the knowledge gap in multiple communities by sharing scientific information with relevant stakeholders simultaneously thus leveraging existing networks, relationships, and channels to foster connections. Join us in exploring the ideas and hear a few practical real-life cases of community engagement.

• Ensuring accurate KOL ID for engagement
• Utilising engagement channels for optimal outcomes
• Connecting data to verify understanding & strategy

Traditional methods of evidence generation from electronic health records are no longer fit for purpose.  Discover how AI techniques such as clinical natural language processing (cNLP) can generate deep RWE to deliver clinical and economic value for industry. Hear about:

·  The limitations of traditional methods of evidence generation from electronic health records

·  The benefits of AI-based techniques such as cNLP

·  A gold standard for high-quality RWE for deeper insights at scale and speed

·  Ideas for applying deep RWE across the Pharma R&D and commercial lifecycle

• How can medical affairs navigate the challenges of rapidly changing internal and external landscapes?
• What value can medical affairs deliver with a new mindset?
• How can we empower teams to drive impactful engagement with the healthcare community?

The remit for Medical Affairs is extensive with a key objective of gathering actionable insights into clinician behaviour to identify practice and prescription patterns—and the rationales behind physician choices.  Join us to learn more about closing knowledge gaps to maximize the impact of your medical activities.

Innovation in an already crowded oncology space has created a challenge for medical affairs.  The proliferation of compounds in development has reinforced the need to accurately identify strategic opportunities, address the  scientific need of experts, while continuously demonstrating value.  To achieve these goals, medical leaders must develop clear, comprehensive insights. With an immense amount of data at their disposal, medical affairs must develop novel approaches to  leverage this information to inform targeted decisions and investments. 

• UK Data Sources and Access:
  • Hospital Episode Statistics
  • Primary care datasets – GPES, CPRD, OPCRD
• Overview of key processes
• Expanding the global reach
• What the future could hold?

• Integrating market access, medical affairs and deep clinical understanding
• Building a strategy with KOL engagement and collaboration with scientific societies - a case study explaining the process and decision-making algorithms
• Clinical guidelines, the reimbursement system and medical standards and protocols as a key focus of the strategy

COVID-19 significantly impacted how providers reach out to patients. Besides, there has been a series of changes in the reimbursement and funding of medical technologies and procedures. These aspects created opportunities to address new market needs and leverage data and learning to deliver more value to a growing network of payers, providers, and patients. Welcome to the new era of Network Value.

• So what does omnichannel actually mean for Medical Affairs?
• Examples of evidence and data-based healthcare communications
• Right message, right place, right audience

Innovation in an already crowded oncology space has created a challenge for medical affairs.  The proliferation of compounds in development has reinforced the need to accurately identify strategic opportunities, address the  scientific need of experts, while continuously demonstrating value.  To achieve these goals, medical leaders must develop clear, comprehensive insights. With an immense amount of data at their disposal, medical affairs must develop novel approaches to  leverage this information to inform targeted decisions and investments. 

• Insights and feedback from HCPs on 2020 virtual activities
• Recommendations for impactful virtual engagements in 2021
• How to effectively have peer-to-peer conversations virtually

• How KOL-expertise can be accessed to curate and publish high quality content for a variety of target audiences
• Possibilities of engaging different types of KOLs to fill knowledge gaps via medical communications.
• Values and benefits of co-operating with medical publishing professionals when involving and/or addressing KOLs.

Within3 offers a virtual engagement platform that gives stakeholders the freedom to communicate anytime, anywhere, on any device

• Addressees & Purposes
• Challenges in compiling the right data
• Current solutions and suitable data sources
• Outlook to the future: a new claims data treasure through the digital care act?

The principles of market access differ greatly from traditional 4 P  product price place promotion Marketing. The winning combination of clear demonstration of Patient, Provider Payer and Product benefits (Optimizing price but maximising the availability to patients who need the technology most) to HTA’s leads to faster adoption meaning patients receive great technologies sooner.

Value Based Healthcare requires a new way of thinking.  It requires fluently navigating clinical outcomes and economic costing.  This presentation will cover WHY VBHC is necessary, HOW Value based procurement enables VBHC, WHO needs to be involved in the collaborative dialogue, and WHAT the role of VBAPs are in overcoming clinical and economic uncertainty to drive medtech adoption.

• Understand how to turn the C-Suite into digital advocates 
• Experience how the first movers in medtech have proven digital technology ROI
• See how you can use your digital investments to enable better customer experiences for payers and HCPs
• Explore how digital technology supports a key account strategy
• Learn how to get it right: start small and scale fast 

• Meeting the needs of health system stakeholders demanding both clinical and real-world evidence to inform decisions regarding product use and reimbursement
• Case study: The benefits of a Biopharmaceutical Acceleration Model approach to product development and commercialization, involving comprehensive evidence development to meet clinical, regulatory, and commercial needs

• Identify the logistical and resource barriers to domestic and global KOL engagement 
• Which solutions can enable Pharma & MedTech to better engage & generate valuable insights from KOLs & External Experts 
• Improving KOL engagement outcomes while maintaining regulatory compliance

• Identify the logistical and resource barriers to domestic and global stakeholder engagement & insight retention
• Learn about innovative communication solutions that leading organizations utilize to overcome these challenges and drive value-added insight development.
• Discuss how to use these solutions to deliver improved engagement outcomes while maintaining regulatory compliance

As the life sciences industry shifts its understanding of customers to help meet organizational goals, account management can help power strategic partnerships in an increasingly complex healthcare landscape. The session audience will learn: 

• Key developmental stages of a multi-dimensional account management model, the specific value drivers in each stage, and how to effectively leverage current and emerging data
• How to build a strategic key account management (KAM) program that enables effective planning, visualization, and execution across accounts and teams
• How to leverage data to drive collaboration among stakeholders. 

The biopharma industry continues to face challenges this year, with projected returns on investment in R&D at the lowest levels since our analysis began in 2010. However, there are opportunities to reverse this trend, which will require new ways of working and a complete digital transformation to unlock R&D productivity and deliver the next generation of scientific breakthroughs.

Misunderstanding a simple comment—we’ve all been there. It happens because each of us brings our unique biases and baseline understandings to the table and we interpret what we hear through those biases and baselines. You can increase the chances that your message will be understood accurately by, first, understanding where your listener is coming from. This session will share data and insights regarding MSL training and about some of the beliefs and biases of MSLs and the physicians with whom they communicate.

• Overview of main payment mechanisms
• Basics of hospital financing
• Activity-based payments: DRG
• Value-based payments
• Shift to value: is it happening now?

• Quantification of the unmet need for SUS.
• Development of cost-effectiveness and budget impact analyses.
• Potential scenarios for SUS with inclusion of technology.
• Project results and next steps.

• Payer expectations.
• The regulatory landscape.
• Access to data.
• The Increasing voice of the patient.
• What is in store for sponsor-CRO partnerships?

• Understand how these programs have been used extensively by pharma companies to address unmet medical need, but have broader market access benefits including another source of real world data.  This session will help people understand the basics about EAPs, the current landscape and industry trends around EAPs, and the types of data that various companies are capturing.  A case study will be provided.

• Internal training
• Engagement tool
• Keeping the conversation going

• Keeping consistency in communications with both HCPs and patients to maximise high quality patient-HCP conversations

- Real world data solutions in the post-marketing world: the multiple sclerosis experience

- Introduction to the MSBase international registry

- Methods for separating drug signals from bias in observational data

- Pharma / disease registry collaborations in comparative effectiveness analyses

- Big data: Big MS and beyond

• Moving beyond NPS
• Engaging a global team to get local customer insight
• Maintaining the focus on the customer
• Driving the global process forward.
• It’s not just the numbers: Tell the story of the customer

• What does the new world of medtech and digital health look like?
• How can digital technologies and services enhance the value of devices in a meaningful way to payers?
• How will these innovative solutions be regulated and reimbursed?

• What is the role of market access in economic selling?
• The challenge of quantifying value.
• Building effective tools and training methods.
• Partnering with commercial teams.
• Case studies: Selling value in the UK and Germany.

• It is all about the quality of the data.
• RWE to understand target indication and plausibility of clinical trial success.
• Single arm / registry to comparative effectiveness data.

• More professional purchasers and decision makers need a different approach
• Why price is not the priority for providers (even though it seems so)
• Developing the value message: Quantifying benefits
• Roadmap to preparing commercial teams to use value to justify price
• Best practices from real case studies

• Market access supporting key value processes
• The mergers & acquisitions process
• Key issues examined during due diligence
• Anonymised case studies

• The revolution in our kitchen: The changing landscape of medical Affairs.
• Introducing new ingredients: A new blend of responsibility for medical affairs leaders.
• Prepare, mix, bake: Using the right approach to create an effective and affective medical affairs plan.
• Serving suggestions: How powerful communications can change patients’ lives.

• New organisational capability needs to address major market changes.
• Optimising global strategy and local agility: Updated planning and governance structures.
• Cross-functional leadership and aligned KPIs.
• Digital tools to drive efficiency, effectiveness and feedback.

• How a product’s characteristics or attributes contribute to both individual willingness to pay and “value” from different perspectives (e.g., stakeholder, society).
• The various methodologies through which attribute value can be assessed.
• A real-world case study of how decision-analytic modelling helped a leading medical device company establish the value of a unique product attribute, and by so doing justify higher tender pricing in a key EU market.

• Medical Affairs and MSL synchronicity: Linking efforts to ensure a positive outcome.
• MSLs and KOLs: The data sweet spot: Finding balance within the current regulatory environment.
• The role of MSLs in audience engagement: Strategic & tactical approaches to engagement.
• MSL-directed educational communications: An appropriate path forward.
• Measuring the impact of MSL-driven activities: Applying metrics to establish impact.

With the rise of medical affairs as healthcare’s core scientific partner, industry leaders are reimagining their organizations to achieve a world-class standard–and deliver greater value. Learn how to align engagement strategies to healthcare stakeholders’ scientific goals and interests, based on actionable insights.

• How the complex characteristics of biologics (and biosimilars) contribute to perceived value to different stakeholders.
• The salient issues facing Upstarts (marketers of biosimilars) and Defenders (marketers of “original” biologics) in communicating comparative worth to stakeholders.
• How MCDA modelling methods can assist both groups in better defining and communicating value.

•  Promotion response modelling for ROI on sales calls to derive optimal size.
•  Territory alignment based on Potential Index and Workload Index.
•  Incentive design for salesforce based on fairness, motivation and financial risk.

•  Identifying commercial learning challenges.
•  Shifting middle performers.
•  Implementing solutions to support continuous commercial learning at scale.
•  The path to continued commercial effectiveness.

• What is the role of an MSL today in developing strategic relationships with KOLs.
• Learn what a typical ‘day in the life’ of an MSL is like.
• Is the role of an MSL here to stay for the long term?

• The importance and benefits of an effective pre-market communication plan.
• The when, where and how of the various elements who need to be engaged.
• Development and implementation of the plan: Where the magic happens and results are driven!
• The essential elements to any pre-market communication plan.
• The need for achieving balance between the speed, timing and volume of pre-market communications.

• An ever-increasing number of individuals routinely contribute and consume solicited and unsolicited information about a variety of health-related issues using a wide range of internet and social media channels.
• Personal web-based reports on health status, symptoms, treatments and associated interventions may provide a rich source of data to support discovery, clinical development and post marketing analytics.
• A key challenge in the applicability and utility of these data is related to the veracity, accuracy and reliability of information collected from web-based media sources.

• Review of benefits of NGS and challenges associated with securing payment for multiplex testing technologies.
• Overview of EU5 payment systems for diagnostics.
• Case studies: Payment for NGS oncology applications in Germany and France.
• Case studies: Reimbursement initiatives for non-invasive, prenatal testing.
• Best practices/insights for innovators.

• Identifying decision-makers’ needs.
• Assessing the relevant data to support claims.
• Building a concrete value story.
• Next steps: Teams, not tools, demonstrate value.

• The problem: High investment with limited reach and high output that is short-lived.
• The objective: Capitalising on events to extend the value through sustained targeted engagement.
• The strategy: An end-to-end programme designed to be multicontent, multi-event & multi-channel.
• The evidence: Research and metrics that supports this approach and better outcomes.

A plethora of studies suggest that an astonishing 50 – 75% of all CRM implementations fail in some form. So we started our KOL CRM development programme with the assumption “why should ours be any different?” Our two-year case study highlights the many challenges we (vendor & our clients) encountered in the medical affairs context, our many failings, and the innovations we built to overcome them. We’ll also present a simple framework for Medical Affairs to help maximise the success of CRM implementations to boost external expert management.

• How the complex characteristics of biologics (and biosimilars) contribute to perceived value to different stakeholders.
• The salient issues facing upstarts (marketers of biosimilars) and defenders (marketers of “original” biologics) in communicating comparative worth to stakeholders.
• How MCDA modelling methods can assist both groups in better defining and communicating value.

• Overview of cell & gene therapies.
• Health technology assessment & cost effectiveness challenges.
• Who pays? Healthcare system determinants of funding / reimbursement.
• Affordability: Pricing and budget impact challenges.
• Lessons learned: Early case studies.

• Review of post-marketing requirements in the USA, Europe, and South Korea.
• How to interpret the demand of the authorities,
• Proactive planning to drive design.
• Real-world case studies from the USA, Europe and South Korea.

• Differences between real-world evidence studies and randomized controlled trials.
• Asia Pacific country specific examples of real-world evidence studies.
• Local regulations on study approval and execution.
• KOL value and working with investigators in APAC.

• Payer perception/considerations of innovative pricing in the context of health budget pressures.
• Analytics overview of geographies and therapeutic areas where key changes are occurring.
• Key strategic lessons over how these agreements are being designed.

• How do payers evaluate products in an increasingly crowded marketplace.
• How successful are companies in getting new products approved?
• Comparing major payers: Where are similarities and where are the difference in their evaluations?
• Do companion diagnostics make a difference in the approval success rate?

• How pharma can utilise digital programmes to support publication strategy.
• Using materials and real world evidence to reach new KOL audiences.

• Compliance and transparency regulations are causing many pharmaceutical companies to re-evaluate how they pay and partner with external experts.
• How do we define a KOL and what are models for effective KOL engagement in the changing environment?

The MedTech industry is at an inflection point. Healthcare providers at every level are professionalising their procurement and creating tectonic shifts in their demands on your pricing, sales, and tendering and contracting operations. While the industry appears to be aware of these shifts and what the impacts will be, many MedTech companies are struggling to identify and prioritise the changes they need to make to stay ahead of these trends without sacrificing revenue or growth.

• Early stage or product launch: When is the right moment to focus on value?
• Identifying the key value propositions to drive the market.
• Building the relevant economic data to support value claims.
• Case example: From feature-centric to value-based model

Life sciences organisations need to dramatically reduce analytics time and speed up clinical interventions, but most still rely on shipping physical disks due to inherent problems with existing networks and transfer protocol inefficiencies. Spending days to transport data is not a viable option, this session will explore technology infrastructure for file transfer that will catalyse the transition from 1GbE to 10GbE and beyond.

• Enabling geographically distributed collaborative teams to exchange huge data sets at maximum speed, regardless of distance and network conditions.
• Utilising proven, secure and reliable transfer technology, widely adopted for business-critical data movement.
• Transferring large data sets, including next-generation genomic sequencing sets, amounting to hundreds of gigabytes.

• What do we mean by RWE?
• Usefulness and limitations of RWE in supporting medical device reimbursement.
• Case studies of the successful use of RWE in device reimbursement.
• Summary.

• Early stage or commercialisation: When is the right moment to focus on economic evidence?
• Identifying what decision-makers are looking for.
• Less is more: Identifying the relevant data to support value claims.
• Case example: From evidence to compelling value proposition.

• How applicable is MTEP outside of England?
• How does MTEP compare to other MedTech HTA?
• What benefit is there to submitting to MTEP?

How do we avoid the greatest threat to carefully crafted medical strategy – the inevitable boiling down of delicately nuanced arguments into bullet points, charts and tables? To the outside observer it appears to be largely generic and is hardly reassuring to senior stakeholders who must bless it, or clear to those who must ultimately implement it. This presentation will discuss how to create and communicate your medical strategy in a way that informs and inspires the reader.

• Health technology assessment challenges in assessing clinical and cost effectiveness of cell / gene therapies.
• Who pays? Healthcare system determinants of funding/reimbursement paradigm.
• Affordability: Pricing and budget impact challenges

• Regional diversities in approaches to public funding decision making.
• Comparative measures to enable informed allocation of company strategic efforts.
• Analysis of public funding decision making practice as a tool to identify risks and opportunities and to provide unbeatable arguments to CEE decision makers

•  Current state of RWE in Asia markets.
•  Key trends and how it is evolving.
•  What this means for healthcare companies.

•  Why is recruitment important?
•  Issues seen in studies (generally not just MENA).
•  What are the possible reasons for this?
•  Are there differences between MENA and ROW in patient recruitment numbers and retention rates?
•  How could we actively prevent these issues?
•  Case studies (both good and bad) & lessons learned.

• Key challenges in early phase oncology recruitment.
• Therapeutic, supportive and other compounds from trial management perspective.
• Pros and cons of early phase trials for the investigator and for the cancer patient.
• Role and potential of professional CPU (Clinical Pharmacology Unit) within indication.
• Satellite Centre Concept for proper recruitment and controlled quality.

• Patient pharmacology services: Concept and operational set up.
• ADME concepts, incl. micro-dose and tracer-dose.
• Underlying dossier requirements incl. preclinical safety package.
• General design considerations incl. radiodose and radioburden calculation.
• Devil is in the details: Operational challenges.
• Selection of geographic region and patient population.
• Ethical aspects.

• What value does your technology bring to address the needs of the country’s health system?
• How can you develop the market to create a receptive and favorable environment for your technology?
• Case study: Established vs. emerging markets.

• Developing and implementing a scientific strategy to effectively disseminate evidence and show value and engaging with diverse stakeholders.
• Understanding how, when, and to whom you communicate evidence.
• Benefits and challenges of consistent communications.

• The term “KOL”: Too toxic for everyday use, or still the best tool for the job?
• Results from a survey of pharma and KOLs on the use of terminology alternatives.
• Should pharma work towards using one universal replacement for the term “KOL”?
• How does this change the way we engage with KOLs and stakeholders in medical affairs?
• And what exactly do KOLs think of all this?

• Ground breaking technology from Harvard Medical School.
• Used by life science sales teams and healthcare professionals.
• Extend retention of complex processes and facts from weeks to years.
• Mobile and social gaming methods to drive adoption and motivation.
• Maximise return on investment in product training.
   

In today’s digital age, marketers can use marketing automation and analytics technology enabling them to be hyper-relevant to the customer via online channels. But what happens when the customer schedules a call or meeting with your sales team? How do you know whether or not your content performs well during this offline phase of the customer journey? Learn how to grow your business by supporting your sales and indirect channels with sales driven marketing.

• Target Audience
• Why this course?
• Why is sales a life skill?
• Course Outcomes
• What will you achieve?