“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 ■ 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 ■ 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 ■ 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 ■ 16.30 Drinks Practical information ■ Fee: Eucomed members: 300€ (excl. 21% VAT) Eucomed non-members: 350€ (excl. 21% VAT) ■ Conditions: Cancellations prior to 5 June 2011 will be reimbursed by 50%. Cancellations after 5 June 2011 and no shows will not be reimbursed. ■ Venue: Dolce La Hulpe Brussels 135, Chaussée de Bruxelles 1310 La Hulpe Belgium ■ For more information and registration: Laurence Couturier, Communications & Events Officer laurence.couturier@eucomed.org