“How to differentiate in a changing environment” Introduction

“How to differentiate in a changing
environment”
5 July 2011, Hotel Dolce La Hulpe Brussels
Introduction
The medical technology industry is operating in a rapidly changing environment where more innovative
strategies are required to deliver solutions that not only improve patients’ health but also reduce overall
healthcare costs. New approaches and ideas to dealing with a broader stakeholder community will be
needed if the businesses of tomorrow are to be successful. The purpose of this event is to provide input
and food for thought on what is needed and how companies in other industries have tackled some of
these issues.
Programme
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10.00
Introduction
■
10.15
FUTURE REQUIREMENTS – A HEALTH ECONOMIC OUTLOOK
The breadth and depth of evidence that companies need to bring to the table to support
the introduction of new technologies has been on a steadily rising curve. What will be
required tomorrow and who will need it and use it?

■
10.45
Lieven Annemans, Health Economist – Pharmacoeconomist, I-CHER
Interuniversity Centre for Health Economics Research, UGent - VUB
WHAT DO THE HOSPITALS WANT?
As competition increases on the healthcare delivery front, what are hospital managers and
GPO’s looking for from the medical technology industry? Lower prices or cost and quality
transforming enablers?


Bradley Gould, CEO, Prospitalia
Tim Smart, CEO, King’s College Hospital NHS FT
■
12.00
Break
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12.15
MARKETING
With a substantial increase in the complexity of decision making processes, perhaps the
largest functional challenge lies in marketing as the mix shifts from targeting healthcare
professionals to a much broader pallet of decision influencers and takers. How is
marketing done outside the medical technology industry? What aspects are applicable to
medical technology?

Speaker: To be confirmed
■
13.15
Lunch
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14.15
KEY ACCOUNT MANAGEMENT
The buying process of the hospitals is changing and so are the requirements from a sales
point of view. Some sectors have transitioned from individual salespeople to more
complex key account management. How are other industries tackling key account
management and what are they doing?

■
15.15
John Galbraith, Senior Director Customer Solutions & Enterprise Architecture,
Oracle
A VIEW FROM OUTSIDE – FROM PRODUCT TO SOLUTION SELLING
Other industrial sectors have gone through substantial changes in the demands of
customers. We will learn how they transitioned from product to solution selling and what
lessons there may be for the medical technology sector.

Patrick Roubi, Vice President & General Manager, HVAC & Controls Products
Systems & Service, Europe and Africa, Johnson Controls
■
16.15
Closing remarks
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16.30
Drinks
Practical information
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Fee:
Eucomed members: 300€ (excl. 21% VAT)
Eucomed non-members: 350€ (excl. 21% VAT)
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Conditions:
Cancellations prior to 5 June 2011 will be reimbursed by 50%.
Cancellations after 5 June 2011 and no shows will not be reimbursed.
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Venue:
Dolce La Hulpe Brussels
135, Chaussée de Bruxelles
1310 La Hulpe
Belgium
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For more information and registration:
Laurence Couturier, Communications & Events Officer
[email protected]