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Day 3 – Thursday December 10th, 2026 - ET (Eastern Time, GMT-05:00)
Master the art of brand commercialization in today's generics-dominated landscape by understanding how government, cash, and commercial channels behave differently at Launch, Main Street, and Loss of Exclusivity
Discover proven strategies to protect brand value and maintain market position as generic competition intensifies, while optimizing access and profitability across all three market segments
Learn how to build resilient channel strategies that anticipate competitive pressures and adapt throughout the product lifecycle—from initial launch through the post-LOE environment
- Rick Sage - Executive Vice President, Innovation and Standards, National Council for Prescription Drug Programs, Inc. (NCPDP)
Artificial intelligence has moved from buzzword to a business-critical tool in pharmaceutical strategy. But beyond the hype, where is AI actually delivering measurable value today? Cut through the noise to focus on three high-impact applications transforming how manufacturers make strategic decisions: pricing optimization, payer engagement, and channel management. This conversation delivers practical implementation examples, lessons learned and honest assessments of what works, what doesn't and what's required to succeed. Whether you're exploring AI adoption or scaling existing capabilities, you'll leave with concrete insights on how leading organizations are using machine learning and predictive analytics to sharpen competitive positioning, accelerate market access and optimize distribution performance.
- Stephanie Wirkes - Head of Distribution Strategy & Execution, Bayer Pharmaceuticals US
Pharmaceutical negotiations—with payers, wholesalers, GPOs, health systems, and emerging direct channels—are complex, high-stakes interactions that determine market access and profitability. This interactive workshop moves beyond theory to provide hands-on negotiation training grounded in real pharmaceutical scenarios. Participants will engage in live simulations, practice proven frameworks, and learn techniques for navigating power dynamics, creating value, and closing deals. Led by experienced negotiation practitioners, this session equips attendees with immediately applicable skills for today's evolving contracting landscape.