A Road Map for the Future: eyeforpharma Barcelona

Today over 850 pharma professionals, doctors, payers and patients will descend on Spain’s second largest city for the world’s largest annual commercial pharmaceutical event.



The goal? To explore how the pharmaceutical industry is to survive in this changing landscape of holistic healthcare and outcomes-driven business models. To establish once and for all what it truly means for pharma to go “beyond the pill.”

While this is officially the first event called “eyeforpharma Barcelona”, the conference itself was borne out of the eleven-year-old SFE summit which has already successfully driven many changes in the pharmaceutical industry. Frequently flying ahead of the curve, SFE introduced us to the once-novel idea of “Key Account Management” and encouraged the industry to move beyond fancy physician dinners and rounds of golf to a more precise and finessed style of sales, helping cement best practices which are widespread within the industry today.

As well as Sales Force Excellence, the conference also highlights the need for a more effective adoption of digital technology, something which up until now, the industry have been slow to respond to.

Over the next three days we will be hearing from doctors, patients and those who hold the purse strings on how they see their relationships evolving with big pharma. We’ll hear from pharma companies themselves as they share and exchange early examples of the new practices which are expected to become the norm in the next few years and we’ll be hoping that at least one or two radical thinkers will be sharing their visions for the industry’s future.

If you’ve been unable to make the event this year, or simply if you’d like to hear more about what we’re discussing at this landmark summit, stay tuned to the eyeforpharma website for daily updates, our official twitter feed for bite-sized nuggets of wisdom or check out the official Barcelona website to find out how you can find out more about the event.

To those of you coming over the next three days – see you soon! To those who’ve missed out, there’s still plenty of time to catch up!