Pharma Sales Force MENA 2010 will give you the opportunity to hear from global and regional experts, sharing useable techniques, strategies like Key Account Management (KAM) and Customer Relationship management (CRM) and technologies to considerably increase the success rate of your sales force. For more information, visit www.pharmasalesforceme.com

1. For more information or to register
Tel: +971 4 364 2975 Fax: +971 4 363 1938 Email: enquiry@iqpc.ae
www.pharmasalesforceme.com
Researched and developed by:
Increasing the performance of your sales force through innovative
implementation of tools and strategies specific to the MENA region
International conference: 29 - 30 November 2010
Interactive workshops: 28 November & 01 December 2010
Grand Millennium Dubai, UAE
Dr. Amin Al Amiri,
Executive Director for
Medical Practices and
Licenses,
United Arab Emirates
Ministry of Health
Dr. Hisham El-Ezaby,
MD, MSc, AMP,
Sales Director,
AstraZeneca Gulf
Ayman Mokhtar,
Business Unit Director,
Sanofi-aventis
Maha Melham,
Head of SFE,
GlaxoSmithKline
Book andpay before
4 November
and save up to
US $250!
Outstanding insight into the MENA pharma sales and marketing sector from:
Workshops:
Evaluating the MENA business as an emerging
market and harnessing techniques to optimise
your market access
Levent Yildiz, Area Market Access Manager to
Middle East & North Africa, GlaxoSmithKline
SWOT workshop - Pharma training &
development challenges in the MENA region
Rami Sobhi, Sales Training Manager,
GlaxoSmithKline, Egypt
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Mohamed Sheta, Marketing Manager -
Panadol Portfolio - Middle East & Near East,
GlaxoSmithKline
Gamal Al-Qassas, Marketing and Trade Marketing
Manager, Sanofi-aventis
Dr. Sanjiv Malik, Executive Director - Hospitals &
Consultancy, DM Healthcare
Eslam Shalaby, Gulf Manager Diabetes Care,
Becton Dickinson
Mohamed Fathy, Sales Manager, Merck Serono
Rami Sobhi, Sales Training Manager,
GlaxoSmithKline, Egypt
Media partners:Associate sponsor:

2. IQPC provides business executives around the world with tailored practical conferences, large scale events, topical
seminars and in-house training programmes, keeping them up-to-date with industry trends, technological developments
and the regulatory landscape. IQPC’s large scale conferences are market leading “must attend” events for their
respective industries. IQPC produces more than 1,700 events annually around the world, and continues to grow.
Founded in 1973, IQPC now has offices in major cities across six continents including: Bengaluru, Berlin, Dubai,
London, New York, Sao Paulo, Singapore, Stockholm, Sydney, and Toronto. IQPC leverages a global research
base of best practices to produce an unrivalled portfolio of conferences. www.iqpc.ae
Essential interactive workshops
Sunday 28 November 2010 & Wednesday 01 December 2010
IQPC’s workshops are unique opportunities to spend valuable time with industry experts. These interactive sessions are extended
to ensure that you will get to the heart of the conference’s most critical issues and uncover practical solutions you can apply in your
own company
For more information or to register - Tel: +971 4 364 2975
Pre-conference workshop
Sunday 28 November 2010
08:45 - 09:00 Registration
09:00 - 16:00 Evaluating the MENA business as an emerging
market and harnessing techniques to optimise
your market access
This workshop will look at the data from other markets and
benchmark this against the MENA market as it continues to grow
aggressively. You will be given the tools to maximise your brand
access and drive your sales force performance.
Outlook for MENA business as an emerging market
Benchmarking:
General economic indicators (MENA vs. world) to see overall
MENA economic progress
GDP per capita vs. MENA average (for each country)
in different periods of time e.g. 2005 vs. 2010 to gauge
progression
Drug expenditure per capita vs. MENA average (for each
country) in different periods of time e.g. 2005 vs. 2010 to see
countries’ performance on drug expenditure
Identifying the access issues for countries in the MENA market
Optimising market access in the MENA market
Levent Yildiz, Area Market Access Manager to Middle East & North
Africa
GlaxoSmithKline
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Post-conference workshop
Wednesday 01 December 2010
08:45 - 9:00 Registration
09:00 - 16: 00 SWOT workshop - Pharma training &
development challenges in the MENA region
This workshop gives participants an insight into the importance of
a well trained sales force and identifies the challenges that must be
overcome within the MENA region to see continuous improvement.
Identifying the pharma industry’s challenges in the region and
their impact on training:
Covering:
Competition between multinational pharma companies
Local companies and local brands
Alliances and merge’s and their effect on the market
Regulatory challenges
Target audience and customers’ challenges
Quality and quantity of sales people in the market
Developing your company tactics and strategies and the
impact on training:
Covering:
What does training mean to your company?
Who do your sales trainers report to and why?
What is training from your managers’ perspectives?
What is the role of training in your organisation?
How many hours do MRO’s, first line sales managers and
senior managers spend in training within your organsiation?
Do you think you have enough training? How much?
How much do companies spend on training within correlation to
other functions and how does this compare to other companies?
Discovering training dilemmas:
Covering:
In-house and outsource training
Are there enough trainers?
Training tools and modules
Training ROI
Induction and orientation for sales training challenges
Does training factor in recruitment and why?
Relation and correlation of the sales training department and
other departments in your organisation
Involvement of sales training in the career path
Rami Sobhi, Sales Training Manager
GlaxoSmithKline, Egypt
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3. Conference day 1
Monday 29 November 2010
Fax: +971 4 363 1938
08:00 Registration and coffee
09:00 Opening remarks from the Chair
Ayman Mokhtar, Business Unit Director
Sanofi-aventis
Regional and global market trends and
predicted developments within Pharma Sales
Force (PSF) operations
09:10 Assessing recent regulatory changes and the effect on
the Pharma Sales landscape in the region
Examining the key regulatory updates that will impact
PSF and explaining how these help the sustainable
growth of the region’s healthcare market
Addressing the price control policy and understanding
how and why it is set
Identifying international pharmaceutical trends and
response by MOH
Supporting the need for strict surveillance programmes
across the region, ensuring adherence to regulation
Dr. Amin Al Amiri, Executive Director for Medical Practices
and Licenses
Ministry of Health, United Arab Emirates
09:50 Considering global market trends and innovative
strategies that will help the MENA region grow as an
emerging market
Considering movements in other established and
emerging global markets and adapting this to the
MENA region
Understanding differences in culture when selling within
the MENA region
Developing pricing in different countries across
the region
Evaluating global market trends to help forecast for
next year
Levent Yildiz, Area Market Access Manager to Middle East
& North Africa
GlaxoSmithKline
10:30 Networking break
11.00 Identifying market changes relating to health insurance
and the impact on future sales predictions
Identifying why there has been an increase in policy
focused reforms to curb expenditure and encourage
private sector participation in healthcare delivery
Discussing the importance of local generic
manufacturing
Acknowledging the need to clarify regulation on
produce registration
Evaluating the effect of introduced cooperative
health insurance
Khaled Fasih, Chairman Deputy for Marketing & Business
Development
Holdi Pharma
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Evolving your sales model
11:40 Shifting Sales Models: Becoming a customer-oriented
sales organisation
Designing a customer centric model
Evolving your sales operations to cope with
dynamic shifts
Identifying different sales channels and creating a flexible
approach to deal with changing market conditions
Mapping the trend towards increasing the size of the
field force in local markets to build relationships with
prescribers and purchasing entities
Rami Sobhi, Sales Training Manager
GlaxoSmithKline
12:20 Networking lunch
13:30 Redefining the sales model and adding direct value to
the physician
Delivering more value to physicians and playing a
significant role in helping physicians with their day-to-
day responsibilities
Recognising if there is a role for sales representatives to improve
patient adherence and reduce prescription abandonment
Identifying proper roles for sales forces to assist
physicians in helping patients fill their initial prescription
and continue with their regime
Providing additional value to physicians with your new
sales model
14:10 Leveraging a closed loop marketing campaign to
increase sales
Adapting your campaign to continuosly target the
customer directly
Driving sales through closed loop marketing, improving
the representative and physician relationship
Tracking and monitoring results and using this data to
your advantage
Identifying challenges in closed loop marketing within
the MENA region
Mohamed Sheta, Marketing Manager - Panadol Portfolio
- Middle East & Near East
GlaxoSmithKline
14:40 Networking break
15:10 Successfully implementing a Key Account Management
(KAM) sales model into your organisation
Establishing how moving to a KAM model increases
sales and ROI
Pinpointing strategies to ensure successful deployment
Uncovering the most effective ways to co-ordinate your
key accounts
Understanding how KAM will work for your product and
why it will add value to your sales process and
your customers
Changing the sales process by implementing KAM
Analysing the organisational impact of KAM
Gamal Al-Qassas, Marketing and Trade Marketing Manager
Sanofi-aventis
15:50 Closing remarks from the Chair
16:00 End of day one
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Casestudy:

4. Conference day 2
Tuesday 30 November 2010
Email: enquiry@iqpc.ae
08:30 Registration and coffee
09:00 Opening remarks from the Chair
Ayman Mokhtar, Business Unit Director
Sanofi-aventis
Customer Relationship Management (CRM)
implementation
09:10 Maximising the benefit of your CRM system
Understanding the regulations on CRM set by the
government and how they affect your ability to roll out
the ideal strategy
Identifying how you target clients differently in
different positions: Managed care prescribers, general
practitioners and specialists
Devising plans to ensure your strategy adds value to
your customers in order to maximise sales
Examining different CRM systems and their positives
and negatives: Using the core functionalities of your
CRM to assist in your sales strategy
Dr. Sanjiv Malik, Executive Director - Hospitals
& Consultancy
DM Healthcare
09:50 Adopting CRM as a business strategy and managing
“focus change”
Utilising CRM as a crucial tool and business strategy to
increase sales
Understanding the challenges within change
management implementation
Implementing a continuous change management
process into your organisation as well as managing and
monitoring its success
Maha Melham, Head of SFE
GlaxoSmithKline
10:30 Networking break
11:00 Identifying how to effectively measure and manage your
sales force activity using innovative technology
Analysing e-management techniques and how it
improves SF effectiveness
Alleviating the guess work in your sales force
management technique
Discussing the importance of measuring KPIs from both
input and output points of view
Utilising a pharmaceutical dashboard to monitor
performance and align targets and reward schemes
Dr. Hisham El-Ezaby, MD, MSc, AMP, Sales Director
AstraZeneca Gulf
11:40 Choose your table of discussion and walk away with
great suggestions and experiences from your peers
These informal discussions will provide an opportunity to
exchange ideas related specifically to job functions and
interests. The discussion groups are moderated by global
and regional pharma sales force experts:
1. How to implement change management into your
organisation without negatively effecting
immediate profits
Dream Samir, Marketing Director
Merck Serono
2. What technologies can be used to improve efficiency?
Mothafar A Ismaiel, CRM Manager
Julphar
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3. How have recent regulatory changes effected your
sales strategy?
Khaled Fasih, Chairman Deputy for Marketing &
Business Development
Holdi Pharma
4. Evaluating all options: Should you outsource parts
of your CRM, your entire CRM or custom build it?
Mohamed Fathy, Sales Manager
Merck Serono
12.30 Lunch
13:30 Identifying innovative targeting and segmentation
strategies to streamline your sales force performance
Effectively profiling your customer base to target the
markets that represent the best chances for
sales success
Analysing your database to select the most useful data
for your product
Pinpointing successful targeting strategies to refine your
data and achieve winning deals
Ayman Mokhtar, Business Unit Director
Sanofi-aventis
14:10 A novel approach: Initial training programs for
new representatives
Leveraging various tools and technologies to enhance
learning quality in your sales force
Empowering representatives to make learning a
productive and enjoyable experience
Developing your representatives skills and performance
using business alignment and cost-effective strategies
Mapping the learning path into an advanced learning
application and selling excellence
Mohamed Abdellatif, Business Learning Manager – Sales
Operations MENA
Pfizer (Egypt)
14:50 Networking break
15:20 Training and equipping representatives with a high level
of medical acumen to meet the demands of the new
skills required in the changing pharma landscape
Increasing representatives science and clinical acumen
though effective training
Competing in the market with clinical acumen versus
more traditional sales approaches
Ensuring representatives are comfortable with statistics
and trial design
Training representatives to understand business
acumen around specific brands when the bottom
line for physicians is impacted by the number of
prescriptions they write
Mohamed Nabil Al-Nayeb, Key Account Manager /
Regional Trainer
Merck Serono, Bahrain
16:00 Installing leadership into your pharma sales force
Developing leadership talent within your organisation
Analysing internal hiring vs. external recruitment
considering the transient nature of the region
Building management programs to drive motivation and
excellence throughout your team
Designing targeted training programs to sustain
continuous development
Eslam Shalaby, Gulf Manager Diabetes Care
Becton Dickinson
16:40 Closing remarks from the Chair
16:50 End of summit
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Roundtablediscussions:

5. Bharat Book Bureau, leading market research
information aggregator provides market research
reports, company profiles, country reports,
conferences & seminars, newsletters and online
databases for the past twenty two years to corporate,
consulting firms, academic institutions, government
departments, agencies etc., globally, including India. Our market
research reports help global companies to know different markets
before starting business / expanding in different countries across
the world. We handle number of market research reports including
automotive, pharmaceutical and healthcare, banking , finance, retail,
telecommunication, shipping, FMCG,Insurance, Law etc
You may kindly browse through the Research Index, to search
for market reports pertaining to the sector of your choice. For any
assistance, we are just a phone-call, fax or mail away; our customer
service team will be pleased to assist you. For the complete list of
market reports we handle, you may kindly visit http://www.bharatbook.
com/general/researchindex.asp
Medical News Today is the largest
independent medical and health news
site on the web - with over 2,000,000
unique monthly users it is ranked
number one for medical news on Google and Yahoo!. Medical News
Today is used by Blue Chip pharmaceutical and health organizations,
advertising agencies, PR companies and vertical ad networks to
deliver targeted disease/condition and general health campaigns. For
more information contact peter@medicalnewstoday.com or visit www.
medicalnewstoday.com.
PharmaVOICE magazine, reaching more
than 20,500 life-sciences executives, is
the forum that allows business leaders to
engage in a candid dialogue on the challenges and trends impacting
the industry. PharmaVOICE, and its supporting VIEW publications,
provide readers with insightful and thought-provoking commentary in a
multiple-perspective format through forums, topics, and articles covering
a range of issues from molecule through market. PharmaVOICE
subscribers are also kept abreast of the latest trends and information
through additional media resources, including WebLinx Interactive
WebSeminars, Podcasts, Videocasts, White Papers, E-Surveys and
e-Alerts. Additionally, PharmaVOICEMarketplace.com provides a
comprehensive directory of products, services, and solutions for the
life-sciences industry.
Pharma IQ, a division of IQPC, is an
international online community focusing on
providing pharmaceutical and biotechnology
professionals with knowledge, information
and articles. We are dedicated to creating a learning environment for
sharing ideas, best practices and solutions within the pharmaceutical
and biotech community.
Sponsorship & exhibition opportunities:
Only at Pharma Sales Force MENA 2010 will the highest-level decision
makers attend in one place at one time. They will evaluate products and
services and will look to short-list potential suppliers.
Can you afford to miss out on this opportunity?
Do you have a product or service that our senior decision-makers
and influencers need?
We have a range of business development / marketing and sales
solutions that will be tailored to specifically deliver on your business
objectives. For more details, call +971 4 364 2975 or email
sponsorship@iqpc.ae
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www.pharmasalesforceme.com
The Pharma Sales Force MENA 2010 will bring together leading
pharmaceutical sales and marketing experts from the region to
demonstrate strategies to evolve your sales force to maximise its ROI in
this dynamic pharmaceutical landscape.
The market is becoming more diverse with increased competition,
generic manufacturing, new private and public sector partnerships,
regulations and a changing buying culture, raising new challenges and
strategies that need to be identified.
Pharma Sales Force MENA 2010 will give you the opportunity to hear
from global and regional experts, sharing useable techniques, strategies
like Key Account Management (KAM) and Customer Relationship
Management (CRM) and technologies to considerably increase the
success rate of your sales force.
Media partners:
Who will you network with at Pharma Sales
Force MENA 2010?
Sectors:
Pharmaceuticals • Hospitals
Clinics • Pharmacies
Health Authorities • Medical Devices
Job titles:
Head of Sales / Regional Head of Sales MENA / Middle East
Marketing Director / Regional Marketing Director MENA / Middle
East
Sales Force Effectiveness Manager
Head of Key Account Management
Sales Training Manager
Head of Customer Relationship Management (CRM)
Business / Market Analysis
(New) Product Management / Product Strategy
Corporate Marketing / Marketing Strategy
Portfolio Analysis / Planning
Country Managers
Market Access
IT Directors
Head of Procurement
Procurement Co-ordination
Manager of Finance and Administration
Chief of Pharmacy
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Benefits of attending include:
Ensuring compliance and following set regulations within the region
Exploring trends in local generic manufacturing and their impact on
future sales predictions
Understanding and adapting sales models to support the change in
the global and regional pharma market
Building and managing your sales force considering territory
segmentation, sales targets, and physician relationship handling
Utilising management strategies and innovative technology to
maximise and track the effectiveness of your sales force and
measuring the ROI
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Founded in 1969 by Jean-Claude Labrune
and established as the world’s leading
CRM provider for the healthcare sector,
Cegedim develops exclusive databases
and high value-added software solutions. Equipped with the largest and
most efficient R&D unit dedicated to this highly specific sector, Cegedim
provides the large, medium and small pharmaceutical companies with
vital support for successful Customer Relationship Management (CRM),
strong sales and marketing effectiveness. Cegedim’s CRM applications
and platform, enhanced by the Group’s strategic databases, provide
sales, marketing and medical departments with a clearer picture of their
market and targets, in order to optimize their strategies and return on
investment. Additional Information can be found on our website
http://www.cegedim.com/rm
Associate sponsor:

6. On Line www.pharmasalesforceme.com
Fax +971 4 363 1938
Email enquiry@iqpc.ae
Phone +971 4 364 2975
Post IQPC Dubai FZ LLC
PO Box 502397
Dubai, UAE
5 WAYS TO REGISTER
Team discounts available on request. Call +971 4 364 2975
for more information.
TEAM DISCOUNTS
GRAND MILLENNIUM DUBAI
Sheikh Zayed Road, Al Barsha, P.O. Box 212422,
Dubai, United Arab Emirates
Tel: +971 4 429 9999 Ext. 8303
Fax: +971 4 422 5643
Email: Raquel.Abalos@grandmill-dubai.com
Online: www.grandmill-dubai.com
Hotel and travel costs are not included in the registration fee.
For assistance in your travel and accommodation requirements,
please refer to details below:
Room Reservation
Special / corporate rate for room accommodation is available in the
hotel. You may contact the hotel directly as per the details above
quoting IQPC Middle East or the name of the conference.
Flight Reservation
Contact Anuj Sachdev or Charo Marie at SNTTA Travel & Tours LLC
Dubai.
Email iqpc@snttadubai.com
Tel + 971 4 2829000
Fax + 971 4 2829988
www.sntta.com
Please book at the earliest for your convenience.
If you cannot make the dates you can still access all of the presentations
delivered throughout the conference days for just US $450, post event.
Contact us on +971 4 364 2975 for further details.
IQPC FZ LLC’s Standard Terms and Conditions
PAYMENT
Payment is due in full at the time of registration and includes lunches, refreshments
and detailed conference materials.
Your registration will not be confirmed until payment is received and may be subject
to cancellation.
If a booking is received 10 working days before the conference a credit card number
will be required to confirm your place, likewise if full payment has not been received
before the conference date.
DISCOUNTS
All ‘Early Bird’ Discounts require payment at time of registration and before the cut-off
date in order to receive any discount.
Any other discounts offered by IQPC (including team discounts) must also require
payment at the time of registration.
All discount offers cannot be combined with any other offer.
CANCELLATION, POSTPONEMENT AND SUBSTITUTION POLICY
You may substitute delegates at any time by providing reasonable advance notice to
IQPC.
For any cancellations received in writing not less than eight (8) days prior
to the conference, you will receive a 90% credit to be used at another IQPC
conference which must occur within one year from the date of issuance of such
credit. An administration fee of 10% of the contract fee will be retained by IQPC
for all permitted cancellations. No credit will be issued for any cancellations
occurring within seven (7) days (inclusive) of the conference.
In the event that IQPC cancels an event for any reason, you will receive a credit
for 100% of the contract fee paid. You may use this credit for another IQPC event
to be mutually agreed with IQPC, which must occur within one year from the date
of cancellation.
In the event that IQPC postpones an event for any reason and the delegate is unable
or unwilling to attend on the rescheduled date, you will receive a credit for 100% of
the contract fee paid. You may use this credit for another IQPC event to be mutually
agreed with IQPC, which must occur within one year from the date of postponement.
Except as specified above, no credits will be issued for cancellations. There are no
refunds given under any circumstances.
IQPC is not responsible for any loss or damage as a result of a substitution, alteration
or cancellation/postponement of an event. IQPC shall assume no liability whatsoever
in the event this conference is cancelled, rescheduled or postponed due to a fortuitous
event, Act of God, unforeseen occurrence or any other event that renders performance
of this conference impracticable, illegal or impossible. For purposes of this clause,
a fortuitous event shall include, but not be limited to: war, fire, labor strike, extreme
weather or other emergency.
PROGRAMME CHANGES
Please note that speakers and topics were confirmed at the time of publishing;
however, circumstances beyond the control of the organisers may necessitate
substitutions, alterations or cancellations of the speakers and/or topics. As such,
IQPC reserves the right to alter or modify the advertised speakers and/or topics if
necessary. Any substitutions or alterations will be updated on our web page as soon
as possible.
YOUR DETAILS
Please email our database manager at enquiry@iqpc.ae and inform him/her of any
incorrect details which will be amended accordingly.
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VENUE & ACCOMMODATION
CONFERENCE DOCUMENTATION
REGISTRATION FORM
Event Code: IAE 19330.001
Please complete in BLOCK CAPITALS as information is used to produce delegate badges.
Please photocopy for multiple bookings.
Please do not remove this label even if it is not addressed to you.
Your Priority Registration Code is printed on the top of the label below. Please quote it when registering:
Book and pay before 09 September and save US $750
* Discounts cannot be combined.
* Discounts are not valid if payment is received after closing date.
* Payment prior to Summit is mandatory for attendance.
* Check for special group discount for registration of 3 or more.
PAYMENT TERMS
Payment is due upon receipt of invoice. Bookings received within 10 working days of the conference require a credit card number to confirm
your place. Payment prior to the event is mandatory for attendance. All bookings gaining the early bird discount must be paid before the
early bird date, otherwise the full rate will be applied and charged. In these instances payment of the full amount will be required before
entry to the event.
PAYMENT METHODS
We also accept payment by the following methods:
o By Credit Card:
Please debit my credit card: o Visa o Mastercard o American Express
Card No cccccccccccccccc
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IQPC Bank Details: Account name: INTL QUALITY & PROD CEN FZ LLC
Account No.: 020-879714-100 Swift Code: BBME AEAD
HSBC Bank Middle East Limited, Bur Dubai Branch, P.O. Box: 66, Dubai, UAE.
All Bank charges to be borne by the payer. Please ensure that IQPC receives the full invoiced amount.
Please tick the appropriate box if you would like to pay by one of these methods and our customer services team will contact you
directly to finalise the payment.
REGISTRATION FORM
Please photocopy for additional delegates and/or delegate with different addresses
DELEGATE 1 Mr o Mrs o Ms o Dr o Other o
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Signature ______________________________________________ Date ___________________________
I agree to IQPC’s payment terms
If you have not received an acknowledgement before the conference, please call us to confirm your booking.
Conference only US $2,375
(Save US $124)
US $2,499
Silver package
(Conference + 1 workshop day)
US $3,702
(Save US $195)
US $3,897
Gold package
(Conference + 2 workshop days)
US $4,765
(Save US $250)
US $5,015
Conference package Before
04 November 2010
Standard prices
International conference:
29-30 November 2010
Interactive workshops:
28 November &
01 December 2010
Grand Millennium Dubai,
UAE