PHARMAFUTURE ™  2012 Dubai - Knowledge Conclave was held on June 2, 2012 at The Atlantis. The Dubai chapter brings senior industry leaders together in an interactive forum to discuss key challenges and solutions that will effectively move the industry forward. The event was attended by senior professionals from global pharma companies and addressed by key industry experts.

As the pharmaceutical industry traverses the transformation that is underway, the growth opportunities that lie in emerging markets are paramount. Clients are rapidly ramping up their operations and are now defining their long-term strategic plans. Traditional pharmaceutical business models from mature markets have also undergone considerable changes. It has become increasingly important to adapt and implement these lessons in emerging markets.

The conclave outlined the progress made so far in emerging markets business and provided an outlook towards future development and implementation of strategies. The conclave focused pimarily on two topics:

Shortening the Learning Curve: Learning from the West

  • The impact of physician influence over prescription behavior and brand selection has changed significantly. Decision makers have also changed over the years in the US. Nurses, PAs, and other medical office staff are playing more vital roles
  • Payers have emerged with a much larger influence on prescription behavior
  • There is clearly a paradigm shift from plain “product selling” to “Value Focus”
  • The goal is to re-orient the marketing model toward a holistic view of diseases, patient, and other stakeholder needs, outcomes, and position pharmaceutical companies as fully engaged and effective leaders in a sustainable, cost-effective, patient-centered healthcare system

Hypergrowth Strategies in the Dynamic Middle-East Pharma Environment

  • Research estimates that markets like those of India would grow to become a $20 billion market and Middle-East a $22 Billion market with China leading the way by 2020. The inevitable shift of R&D and manufacturing to local markets from US and the UK will drive a large portion of this change
  • For pharma, 'Selling pills' is no more the way to go forward. If companies intend to become healthcare partners, they should work toward patient outcome
  • The political climate, pricing policies, protection of domestic industry, and the IP continue to be the main challenges in the region
  • There is a need for the pharma industry to be well informed of the payer industry by sharing partnership programs and also by incorporating clients (i.e. patients) in disease management programs
13:00-14:00 Registration
14:00-14:15 Welcome Note
Gaurav Kapoor, Executive Vice President, Asia Pac & Emerging Markets, Indegene
  • Introduction to PHARMAFUTURE ™  Dubai – Bob Glaser, CSMO, Indegene
  • 'Shortening the Learning Curve' – Bob Glaser

14:45-15:15 'Hypergrowth Strategies in the Dynamic ME Pharma Environment'
Walid Kattouha, Head of Novartis, Middle East Cluster
15:15-15:30 High Tea
15:30-17:00 Panel Discussion:
'Shift in Stakeholder Influence and the Impact on Emerging Market Dynamics' moderated by Bob Glaser
  • Thomas Wegmann, Head of Primary Care, Novartis, Middle East Cluster
  • Mohamed el-Kamshoushy, Marketing Director, Eli Lilly, Near East & Gulf Countries
  • Ashraf Sadek, Senior Regional Director, Pfizer Pharmaceuticals, Africa and Middle East Region (Established Products, Emerging Markets)
  • Werner Rooseboom, Business Unit Head: Cardiovascular, MSD Gulf
  • Farrukh Rehan, Head of Key Account Management, Novartis, Middle East Cluster
17:00-17:15 Closing Remarks
Gaurav Kapoor
17:15 onwards Cocktails and Networking

Bob Glaser – Moderator Chief Marketing & Sales Officer, Indegene

Bob has over 25 years of experience in the pharmaceutical and biotechnology industry. He has managed operating groups in both large and small companies, and has served as a consultant working with CEOs and the Boards of Directors on planning the strategic growth of their organizations. Earlier, he spent over 20 years with Merck & Co., Inc.

Bob started his career as a professional sales representative and after many other assignments of greater responsibilities, he became the Senior Vice President of Marketing, Human Health Group at Merck, U.S. Most notably, he was instrumental in the formation of the Merck Vaccine Division, where he was responsible for providing strategic leadership for a new group to commercialize vaccines worldwide. In his role, he was responsible for the U.S launch of several key Merck brands. He also has commercialization experience in the areas of cardiovascular, metabolic, CNS, osteoporosis, anti-inflammatory, anti-viral, ophthalmic, oncology products, and adult and pediatric vaccines.

Bob earned a Masters degree in Management from the Kellogg School of Business at Northwestern University, and a Bachelor's degree in Biology from Gettysburg College. He currently sits on the Board of Directors of ViroPharma Inc. and MicroMass Communications Inc.

Walid Kattouha Head of Novartis, Middle East Cluster

Walid Kattouha qualified from the Beirut Arab University with a Bachelor of Pharmacy and a Faculty of Pharmacy in 1991. He then attended the American University of Beirut for a year to study Special Medical Training.

Walid started his career researching and teaching at the American University of Beirut and Beirut Arab University. Throughout his career he has held many positions within the Pharma industry, working his way up to the position he holds today. He has spent most of his working life with Novartis Pharma services (14 years), holding positions in Lebanon and Switzerland before being promoted to his current position in Dubai.

Walid is now the Head of Middle East Cluster for Novartis Pharma Services where he manages 12 countries from the regional office in Dubai.

Werner Rooseboom Business Unit Head: Cardiovascular, MSD Gulf

Werner is a dyed-in-the-wool marketer, having extensive experience in both private and public sectors across multiple countries in the Middle East and in South Africa. He has managed brands and portfolios in numerous therapeutic areas. He has a singular passion for delivering customer-centric initiatives encompassing physician education, differential diagnosis, and patient compliance. Some of these have been recognized as industry best practices. He has conceptualized and led executional teams for several innovative programs. He led an online patient compliance and patient education project for osteoporosis patients covering multiple geographies. He has also implemented a project, measuring 24 hour ambulatory blood pressure coupled to physician education nationwide to multiple specialties in South Africa.

Ashraf Sadek Senior Regional Director, Africa and Middle East Region, Pfizer Pharmaceuticals

Ashraf Sadek has over 25 years of experience in the Pharma industry. He has attended over 100 training and postgraduate courses in Egypt, US, Jordan, Greece, Hungary, France, Germany, UK, and Saudi Arabia, and is certified from top Business Schools such as AMA, AUC, INSEAD etc. .

Ashraf started his career as a pharmacist in 1986. He worked as PSR in Warner Lambert/ Parke Davis Egypt, then in Saudi Arabia to launch Lopid, and started to build WL CV franchise since 1989. He was promoted to Field Sales Supervisor in 1994 and launched Dilzem, Accupril, and Neurontin. He became a Field Sales Manager by 1998 and launched the historic mega product: Lipitor. Ashraf joined Pfizer after the Warner Lambert/Parke Davis acquisition in the year 2000. He led the Lipitor Expansion program, establishing the Pfizer institution team that grew five-folds in 5 years, and led the Institutional business from 2000 onward to be the number one overall international and local Institutional player, building strong partnership models with all stakeholders in the Saudi market. He has held several positions in Saudi Leadership Team from Area Manager to Sales Manager and Senior Sales Manager. Ashraf proudly built a World Class Team, the Golden Team in Pfizer Saudi, the first Business Unit Manager for established products in Saudi Arabia.

Mohamed el-Kamshoushy Marketing Director, Near East & Gulf Countries, Eli Lilly

Mohamed el-Kamshoushy garnered mixed experiences in Sales & Marketing during his journey in brand management and New Product Planning as a Leader for Middle East & North Africa. He has been a Member of the global brand team responsible for AMERASIA (Africa, Middle East, Turkey, Russia, and Asia).

He had his developmental assignment as a Six Sigma Black Belt and Transformational Leader for Saudi affiliate, which is one of the most advanced problem solving and process improvement degrees. He is currently the Marketing Director for Near East and Gulf Countries in Eli Lilly.

Farrukh Rehan Head of Key Account Management, Middle East Cluster, Novartis

Farrukh Rehan has over 15 years of experience in successfully leading Sales, Marketing, and Corporate Development teams in Canada, Pakistan, and the Middle East. He is currently the Head of Key Account Management for Novartis in the Middle East Cluster. Farrukh has an MBA from INSEAD and is interested in history, politics, and globalization.

Thomas Wegmann Head of Primary Care, Middle East Cluster, Novartis

Thomas Wegmann has gained more than 15 years of successful international experience in country organizations (Germany & Korea) as well as regional management (Middle East). He has specific expertise in sales, marketing, project management, strategic planning and general management. He also possesses in-depth knowledge of most major therapeutic areas within the pharmaceutical industry.

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