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Foundation Training

Latest Thinking in Field Force Excellence

De Vere Beaumont Estate, Old Windsor, Berkshire
Monday 10 June 2019 - Tuesday 11 June 2019


This two-day course is suitable for new analysts or for those with up to 3 years’ experience who would like a refresher on the aspects of the role that they may not be engaged in on a day to day basis.

It’s also ideal for those moving into analytics from other areas or whose remit is expanding to include analytics.

Provisional Programme

Day 1

Monday 10th June


Coffee and Registration


Introductions, The Changing Market Environment


Segmentation & Targeting




Sales Force Structuring


Tea break


Sales Target Setting & Incentive Schemes


Business Task based on Day 1 Learnings

Day 2

Tuesday 11th June


Presentation of Business Tasks


Performance Reporting (incorporating 15 minute coffee break)


Call Quality




Multichannel Analytics


Tea break


The role of Ethics & Compliance


Wrap up of the 2 days



Speakers confirmed so far:

After starting out in the pharmaceutical industry as a sales representative for Astra, I have spent the past 20 years in business intelligence and market research roles for MSD and Roche. I have a broad range of experience from sub-national sales analytics for big primary care field forces, through to bespoke investigative market research in speciality care, strategic planning, forecasting, and information strategy; all roles that have given me a breadth of experience and understanding of the power of business intelligence to shape and drive the ways companies operate and promote their products. More recently I have joined IQVIA, working in the Brand and Product Management team, developing and evolving their core data offerings.

Paul O’Nions has been in the industry since 2001, joining Novo Nordisk as a Business Intelligence analyst, progressing through various BI roles at all levels and now has a leadership position within Sanofi. Paul has always focused on both marketing and sales information ensuring information and insight is delivered to bridge the gap between the sales, marketing and market access functions with the aim to maximise synergies that ensure marketing strategy turns into sales success. This has culminated in three BOBI awards over the years: best use of secondary data; best customer insight; and best sales effectiveness research. Key projects have included the design and implementation of segmentation and targeting strategies, key account management planning processes with integrated analytics, and sales force optimisation projects – all of which have been intrinsically linked to maximise business return. Paul is now on the Board of the BHBIA and his primary focus is ensuring the needs of the secondary data analysts, field force excellence colleagues, CRM specialists and data visualisation professionals are heard and, more importantly, acted upon.

Paul Berg is a Principal at IQVIA where he heads the UK Commercial Effectiveness team. He has more than 12 years’ experience consulting to the pharmaceutical industry, and has advised more than 50 client organisations in the more than 25 countries on commercial strategy issues. Paul has addressed various business problems, including organisation design, sales force sizing and alignment, customer targeting, incentive plan design, clinical development pipeline strategy, forecasting, opportunity assessment and market research, across a wide range of different therapy areas. Prior to joining IQVIA, Paul was a Manager in the London office of ZS Associates. He holds a Bachelor’s degree in Natural Sciences and a Master’s degree in Chemistry, both from University of Cambridge.

As an Associate Principal, David works primarily with pharmaceutical clients in Europe, addressing a variety of issues in ZS’s sales, marketing, operations and technology spaces. His work ranges from strategic consulting engagements through to helping clients with more tactical operations and process optimisation. Since joining ZS in 2006, David’s particular areas of focus have centred on the commercial organisation, including its design, set-up, and optimisation. David brings his expertise to initiatives such as incentive compensation, role definition, key account management, and also commercial reporting design and commercial operations and analytics. He is a certified PRINCE2® practitioner, and holds an MSci in Chemistry from Imperial College, London.

Richard started his career as a Life Sciences provider in 1994, starting off as a Data Analyst and working his way up through Account Management, Client Servicing and Sales Director roles. During his career he has gained extensive knowledge of data, technology, analytics and intelligence, both from a strategic HO level right down to tactical field implementation. He began his current role with QuintilesIMS (now IQVIA) 12 years ago joining to head up the KOL and Stakeholder division, moving across to join the Technology and Customer Data side of the business 8 years ago as Commercial Director UK.

Kate started her career in Pharma straight out of University in 2005 where she spent time as a Project Manager for a Contract Sales Organisation – fast becoming a jack-of-all-trades for things Sales Team related. This spanned recruitment to HR and CRM systems to sales data analysis. A move within the Business Intelligence departments of one of her clients saw her skill set developed to manage key aspects of Sales Force Effectiveness (including writing and managing incentive schemes, territory structuring, sub national data analytics, CRM system development) in addition to supporting the internal Marketing, Market Access and Commercial teams with their data driven insight generation from Brand Planning to tactical execution.

Prior to setting up KES Consultancy, Kate was a Business Intelligence Analyst at AbbVie in which role she was a member of 3 cross functional brand teams within AbbVie. This not only brought challenges of managing appropriate market, strategic planning and performance data, but also managing priorities, time and stakeholder expectations.

A past attendee of various BHBIA training events over the years, and now a member of the BHBIA Board, Kate is now keen to share her own experiences of managing business questions from the aspect of the analyst. She is a passionate believer in aspiring to shift perceptions of analysts from the people with all the spreadsheets to valued business partners and advisors!

Other speakers will be confirmed, including a representative from the BHBIA Ethics & Compliance Committee.

Delegate Fees

'Early bird' delegate fees for bookings made on or before the 15th April 2019:

  • Members - full two day delegate place including accommodation and dinner on 10th June: £783 + VAT 
  • Non-Members - full two day delegate place including accommodation and dinner on 10th June: £882 + VAT 

(These prices include a 10% early booking discount).

Cancellation Policy for early bird bookings: full fee payable / no refunds given; however a substitute delegate can be accepted. (Our standard cancellation policy does not apply).

Delegate Fees for bookings made after the 15th April 2019:

  • Members - full two day delegate place including accommodation and dinner on 10th June: £870 + VAT 
  • Non-Members - full two day delegate place including accommodation and dinner on 10th June: £980 + VAT 

Cancellation Policy: standard cancellation policy applies, as stated on booking form

Online Booking - Click on the register for event button below. Please note you must be logged in if you are a member or join as a registered user to book online.