Sales Force Effectiveness, 2025

Agenda

1. 

   Jennifer Meldrum

   

   NC

   9:00 AM – 9:40 AM

   Do We Still Need Sales Reps? The Role of Reps in Today’s Commercial Model

   • How to maximize the distinct yet complementary roles of medical and sales teams to increase HCP trust and engagement
   • Define the evolving rep profile, balancing product expertise with relationship-building in a digital-first world
   • Balancing the role of reps as product and therapy area communicators vs relationship and trust makers

   • Jennifer Meldrum, Co-Founder & Managing Partner, Peak Pharma Solutions

   • Adam Elliott, National Sales Director, Oncology, Takeda Canada

   • Kul Riar, Marketing Strategist, BMS Canada

   • Nadia Caruso, Head of Oncology, Canada,, AbbVie

2. 

   Frank Fascinato

   9:40 AM – 10:00 AM

   Buy It vs. Buy-In: Reimagining SFE

   • Redefine SFE by aligning strategic goals with field realities and team input
     
   • Move from rigid KPIs to outcome-driven OKRs that adapt to today’s commercial landscape
     
   • Empower reps to co-create territory plans, increasing ownership, motivation, and performance

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   • Frank Fascinato, President & Founder, Treviso Consulting

3. 

   Tiana DiMichele

   

   10:10 AM – 10:40 AM

   Redefining Effectiveness: What Today’s Pharma Sales Teams Really Need to Win

   • Overcome sales barriers, build future-ready teams, and align strategy with goals.
   • See how coaching and AI together boost engagement and rep performance.
   • Use agility, adaptability, and analytics to meet evolving HCP needs.

   ‍

   • Tiana DiMichele, Vice President, Business Development, Impres

   • Leandra Wells, Country General Manager, Galderma

4. 10:40 AM – 11:00 AM

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   Break & Networking

5. 

   Curtis Fichtner

   

   11:00 AM – 11:40 AM

   How a Great Rep Experience Leads to Improved Customer Engagement

   • How to create an environment that fosters excellence and success across the entire rep journey from structured onboarding to mentoring
   • Why empowering reps through experience design and shared decision-making helps ensure new tools and processes serve them in the field whilst driving business outcomes
   • How to leverage (and get buy in) to use digital tools and AI effectively

   • Curtis Fichtner, Senior Brand Manager, Sanofi

   • Nathalie Plumley, Director, Commercial Excellence and Capability Development, AstraZeneca

   • Anita Stanga, B. Comm. (Hons.), C.C.P.E., ICF- ACC Coach, Key Account Manager – Oncology, Regional Director,, AstraZeneca

6. 

   Sebastien Gerega

   11:40 AM – 12:05 PM

   Leveraging Longitudinal Data & Patient Insights to Inform Field Force Strategy

   • Use AI/ML-powered longitudinal data to identify patients and prioritize physicians based on real-world treatment patterns and predictive indicators.
   • Integrate patient-centric insights into field planning to enable more personalized, timely, and impactful HCP engagement.
   • Activate influence networks to guide territory strategy and maximize the reach and effectiveness of field activities.

   • Sebastien Gerega, Practice Leader, Consulting & Analytics, IQVIA Canada

7. 

   Catherine Hunter

   12:05 PM – 12:30 PM

   The Reps’ Next Best Action: Which Digital Solutions Are Enhancing Customer Value

   • How AI, CRM, and digital tools are creating trust-based relationships with healthcare professionals.

   • Catherine Hunter, Partner, Consumer Health and Life Sciences, EY Canada

8. 12:30 PM – 1:30 PM

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   Lunch Break

9. 

   Jessica Knox

   1:30 PM – 2:00 PM

   The Importance of Behavioural Psychology & Storytelling In Field Force Training

   • The significance of tailoring interactions to meet the traits and needs of the individual
   • Why mastering effective storytelling can help ensure your Reps deliver materials in a memorable way

   • Jessica Knox , CEO , Metrix

10. 

    Kristina Harrison

    2:00 PM – 2:20 PM

    Leadership Coaching Models That Drive Sales

    • What does it mean to be a good coach?  
    • Hear which coaching frameworks leaders adopt across Canada. Understand the benefits and limitations of models like GROW model (Goal, Reality, Options, Way Forward), Situational

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    • Kristina Harrison, Senior Director, Regional Sales , Novo Nordisk

11. 

    Giovanni Saraceno

    2:20 PM – 2:40 PM

    How smart Tech is Supercharging Behaviour Change in Days, Not Months

    • Learn why, according to the 2025 Sales & L&D Transformation Index, only 25% of field teams sustain new behaviors within a quarter when relying on traditional training alone
    • Discover how integrating real-time performance insights with targeted micro-learning nudges helps embed critical sales behaviors in days, not months
    • See how leading pharma organizations are leveraging AI-enabled platforms to deliver personalized coaching, immersive simulations, and adaptive feedback loops—so field teams adopt the right behaviors faster and maximize brand impact.

    • Giovanni Saraceno, Senior Manager, EY Canada

12. 2:40 PM – 3:10 PM

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    Coffee Break

13. 

    John Palladino

    3:10 PM – 3:30 PM

    Optimizing Customer Engagement with Liquid Structures and Flexible Field Forces

    • Leveraging tools and systems for positive customer experiences
    • The Who and How in building the right team
    • Balancing the Customer Needs vs Internal Business Needs​

    • John Palladino, Senior Marketing Manager, Aesthetics, Galderma

14. 

    Jennifer Carroll

    3:30 PM – 3:50 PM

    PAAB’s Advice on Maintaining Compliance Across the Field Force

    • Learn about PAAB’s own data on health professional trust and engagement to see where your team can offer more value.
    • Hear from PAAB on their advice on how reps can compliantly apply approved materials.
    • Helping to increase the speed at which reps can respond to health professional requests.

    • Jennifer Carroll, Director of Communications, PAAB

15. 

    Andrew Corso

    3:50 PM – 4:20 PM

    Measuring Field Force Impact: Evaluating Rep Effectiveness

    • What impact does a sales force have on Rx uptake? And why is answering this question is so difficult?
    • Controls, opportunity cost, gut checks, and other overlooked components of a good analysis.

    • Andrew Corso, Sales Force Effectiveness Manager, GSK

16. 

    Neil Follett

    4:20 PM – 4:30 PM

    Closing Remarks

    • Neil Follett, Co-Founder & Strategic Advisor , PharmaBrands

17. 4:30 PM – 6:00 PM

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    Networking Reception