Fleming Amsterdam Haider Alleg

Emarketing and SFE 2014 Fleming congress

I am in sunny Amsterdam when writing these lines, in a room with a lot of very interesting folks from all over the world, even Asia.

I came a day before which gave me the opportunity to actually have a nice dinner with Emma Darcy who is sharing the event as well as some of the speakers and the Fleming organisation.

As always, really nicely setup, I like these type of events for their size, which enable you either to better interact as a speaker with the audience, or to just be able to dig-in the topics as an audience.

Day 1

The morning session started with a panel that I was part of, to set the scene and give different perspectives to the whole event. It was interesting to have Michael Hickey and Jordi Guitart who both have a perspective on either the HCP or other stakeholders such as pharmacists. On my side, I stressed that along with journey I live with Richter trying to move the lines of the industry starting from our own teams, I shared how important to be able to not loose sight of what is coming as new competitors. The field is changing and new players come fast to understand how to navigate in our regulated markets. I shared also that as a company, our whole strategy is to avoid being a pharma dinosaur and to truly take the boat that fit our size and motivation when the time will be right. It is obviously a different strategy when comparing it with others but we believe it is the best way to optimize, learn and growth with our own way and speed.

The afternoon was actually starting with my spot where I wanted to share the revealing pilot we had with our main drug on our latest web campaign. I took the opportunity to refresh the audience on why we get there so slowly and what was our strategy for the long term. I pointed out that with a good monitoring, you can know better where to act, while focusing on low hanging fruits. This is the main reason we as a team globally where able to quickly move from a traffic generation platform to another, to adapt to what our metrics where telling us. As a result, we identify a tremendous amount of opportunities working with Outbrain while CPC on facebook and google where still important to keep. The quality of engagement of the traffic coming from Outbrain was really not comparable with the others channels, and this means a media plan is truly to be adapted to each brand, campaign objectives and markets. I finished my presentation by sharing also our social media planning activities that will start with a blogger summit later this year.

The rest of the afternoon was really good, with a lot of sales oriented keynotes which I think is good. The level of the speaker was high as all of them were senior executives who had, and you were able to feel it in side discussions, a lot of different and various cases studies and projects experiences.

At the end, we rounded all in 3 groups to brainstorm on how to setup a true change management DNA in our pharma businesses.

With the group I was in, this was the different ideas we collected for kick-starting change:

Knowledge Base

Building a unique knowledge base is key to let people share, feel part of a culture and get on-board with your new proposals for change.

Humanizing the approach

We believed as a group that too many times we receive SOPs and directions that are meant for robots, or people who actually don’t have a job and get the time to read 20 pages of documents every hour. We felt that having human thought, turn-key actions that don’t require a PHd in quality system management.


Linked to the knowledge base a bit, we also felt that great ideas are coming down with no idea on how to roll them out realistically.

Top Management Endorsement

With no key stakeholders on-board, you will just get nowhere with any ideas approaching change. Change is scary, and with no power change is useless if not sustained till reached.


Having your own projects change ambassadors will put more fuel to your actions and help you get credibility.

Motivational factors

Especially for mid-management, who needs to see the value and not feel threaten by changes impacting them directly.

Simple but scalable

Any change management activities need to be that simple that you can replicate at all levels, all cultures and all regions.

Corporate culture, spirit or style

By defining a company culture through little steps, little efforts and to connect it with a group, a family of functions and the bigger picture, it connects better with suspicious individuals looking at a change initiated by one body or one person.


Day 2

Yeah it is Friday in Amsterdam and no I have not went all night clubbing. The day started with Emma who switch her chairman hat to animate a workshop around social media. While for me it was not new, as I both know Emma from before and the content of her keynote, I liked the animation and the way she brought it to life. Small games stimulated us to actually think about campaigns, ideas for engagement and to open up to new ways to reach patients.

Then, we talked about gamification with a lot of great examples from the crowd. I shared on my side the example of our sales dashboard project taken on the idea of a formula one race.

The afternoon started with Jordi (toughest spot there mate), where he gave us another perspective using also pharmacists in the value chain. It is all about communication in this presentation, where you can easily forget the power the network of pharmacists have on our patients. It was truly a reveal to see the impact on sales after the second month with this type of compliance models Jordi Guitart talked us about.

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