DAY TWO | WEDNESDAY, SEPTEMBER 12
7:30 REGISTRATION & WELCOME COFFEE
8:00 CHAIRPERSON’S OPENING REMARKS
LOCATION: Morrison A
8:15 CASE STUDY: VALUE BEYOND PRICE
Jeff Smith, Corporate Accounts Manager
9:00 WORKSHOP: TACTICAL, PRACTICAL METHODS FOR BUILDING & GROWING ACCOUNTS
A core driver for strategic accounts professionals is nurturing and growing client accounts, which requires a delicate balance of customer relationship management, innovative sales approaches, and value proposition delivery which engages clients throughout the purchasing process. Whether account representatives have managed an account for one year or ten, approaches must evolve with buyer needs to remain relevant, particularly in light of increased market competition and the drive towards cost effectiveness. In groups of up to ten participants, attendees will review a theoretical client case study, and share suggestions and approaches for expanding the account, managing expectations and delivering mutually beneficial results.
- Multiple approaches for communicating product value
- Creative ways of expanding monetary value of account
- Analysis of varied approaches to client management
Bill Dwyer, Vice President, Corporate and Strategic Accounts, MINDRAY
10:30 COFFEE & NETWORKING BREAK
11:00 FIRESIDE CHAT: CREATING MEANINGFUL PARTNERSHIPS BETWEEN INDUSTRY & IDNS
As the size and scope of integrated delivery networks continues to expand, medical device strategic account representatives are eager to create long-term relationships with these organizations in order to secure high-volume, valuable commercial accounts. Exploring the components of a successful IDN / medical device partnership will provide insights into the development of robust relationships founded on mutual trust and goals aligned towards value-based care and quality outcomes for patients. In an interview format, an industry leader will discuss with an IDN colleague the path taken to develop the relationship, and will share future projections on how together, patients will receive the best possible care in the most cost-effective manner.
Michael Hughes, Director of Enterprise Accounts, ABBOTT
11:45 BREAKOUT DISCUSSION: COMMUNICATING PRODUCT BENEFITS TO VALUE ANALYSIS COMMITTEES BASED ON PRODUCT TYPE
Throughout the medical device industry, sales teams must provide health economic data to value analysis committees that support an increased value of a product for health organizations and their patients, while decreasing price to accommodate hospital and IDN goal margins. Device representatives seek insight on effective ways of communicating to VAC influencers with varied goals, and aligning data to support the value of specific products. Strategic accounts representatives will break out by therapeutic area, allowing the opportunity for in depth peer to peer discussions on effective methods of presenting cost effective solutions to value analysis committees within hospitals, health systems and integrated delivery systems.
Jennifer Holmes, HEARTFLOW
Jeff Smith, ANGIODYNAMICS
12:30 LUNCHEON FOR ALL PARTICIPANTS
LOCATION: Morrison A
1:45 CASE STUDY: OVERCOMING DOWNWARD PRICING THROUGH STRATEGIC ACCOUNTS EXCELLENCE
Strategic account executives seek to attain a delicate balance in negotiating the price of a product to align with the cost determined by pricing executives within a company, while also leaving room for discounts that secure new contracts and maintain relationships with current clients. Due to a highly competitive market, clients are demanding larger discounts than what a company may be able to provide, leaving strategic account representatives with a greater challenge of maintaining the list price of a product. To sustain a competitive advantage, strategic accounts teams must create innovative strategies that ensure they achieve the set price of the product, so as to not reduce margins to maintain the determined price of a product.
- Communicating the medical benefits of the product
- Exhibiting cost savings through device utilization
- Flexibility in pricing that maintains overall margins
Natasa Dugandzic, Director, Corporate Accounts, EXACTECH
GROUP SESSIONS: Morrison B
2:30 PANEL DISCUSSION: STRATEGIC ALIGNMENT OF PRICING AND ACCOUNTS EXECUTIVES
As medical device organizations continue to develop relationships with HCPs, IDN’s and GPOs, it is imperative that pricing and accounts executives maintain cohesive business practices that support the goals of each department, requiring communication of mutual beneficial information impacting device pricing. With detailed information, pricing executives are able to translate the needs of buyers into lucrative pricing structures and accounts teams receive support with thoughtful pricing strategies. A discussion with current medical device pricing and accounts executives will highlight best practices for developing and adapting the pricing and accounts teams to foster stronger device pricing strategies.
- Translating customer pressures into pricing action
- Driving price discipline from commercial teams
- Collaborating to ensure long-term business success
Tristan Moss, Director, Strategic Sales, STRYKER
Brett Weimer, Sr. Director, National Accounts and Strategy, CONFORMIS
Daniel Gallik, National Accounts Director, LIVANOVA
3:15 CLOSING REMARKS AND CONFERENCE CONCLUSION