Incentive Meetings: Changing the Conversation to Drive Value will be a topic of an Interactive Workshop at the 7th Annual Global Pharmaceutical and Medical Meetings Summit February 4-6 in Philadelphia. The Summit brings together pharmaceutical, biotech, medical device and health care senior meeting professionals for education and networking during this two-day event.
Speakers at this workshop will be Valli Ferrara-Chapjian, Manager, Conventions & Meetings Operations, Pharma North America, GlaxoSmithKline and Philip Eidsvold, CIS CITP, Vice President, Strategic Alliances at One10 and President, SITE with Pádraic Gilligan, Chief Marketing Officer SITE & Managing Partner of SoolNua acting as moderator.
This workshop aims to educate pharmaceutical planners, third-party planners and suppliers on the importance and true business value of incentive travel, the fastest growing segment with the highest per capita spend of the MICE (meetings, incentives, conferences and exhibitions) industry.
“This will be a prime opportunity to update key pharmaceutical planners and suppliers on SITE’s role within the incentive travel segment. Incentive travel has always played a key role in the pharmaceutical industry, said Eidsvold. “Motivated employees—especially top sales performers—are essential to the financial success of pharmaceutical companies. Maintaining top talent is a primary objective and a key strategy to retain these employees is offering a comprehensive incentive package, including incentive travel.”
Ferrara-Chapjian of GlaxoSmithKline, who has been running sales meetings, conventions and recognition programs for GSK since 2002, hopes the workshop will answer questions attendees have on incentives and where incentive travel belongs in the pharmaceutical industry. “We also want to have a dialog with other pharma planners on how they are using incentive travel, developing agendas and building a business case for incentives to their leadership,” she said. “We want to highlight sales incentives; but also to explore how incentive travel can be deployed in other areas of our companies. We want to know what others are seeing as trends in the industry as far as choosing destinations or whether or not to include meetings or a CSR element in the program,” Chapjian said.
Eidsvold, who ran his first pharmaceutical incentive as a trip director in 2000, said he’s been to many pharmaceutical meeting-planning conferences over the years and most of the education has been about HCO Meetings, compliance and reporting, for example, but says he has yet to see any education on incentive travel. “The goal for this workshop is to underline the importance of incentive travel as a necessary business tool, sharing best practices among pharmaceutical planners, DMCs, hoteliers, third-party planners and DMOs.”
Gilligan, Chief Marketing Officer at SITE, and moderator for the workshop is looking forward to a lively session. “I’ll be keeping the conversation moving along and seeking to generate lots of discussion, dialogue and debate. Philip and Valli are two incredible professionals representing the agency and corporate viewpoint on incentive travel. My job is to act as a conduit to the workshop attendees and to channel all their questions, comments and viewpoints”.
Incentive Meetings: Changing the Conversation to Drive Value will be held February 4, 12:30, Doubletree by Hilton Philadelphia Center City.