SFE

Canada’s Only Sales Force Effectiveness Event

In a world where HCPs are time-poor, digitally fluent, and driven by outcomes, the role of the rep is being redefined. This event brings together industry leaders, tech innovators, and compliance experts to explore how field teams can meet the moment and deliver value beyond the product.
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From AI-driven tools and CRM strategies to behavioural training and leadership coaching, we’ll uncover what today’s reps need to succeed: smarter onboarding, human storytelling, compliant speed, and patient-centred insights.
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You’ll hear how reps are winning as true relationship builders and trusted partners who deliver evidence-based support, and integrate seamlessly across digital and physical touchpoints.
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If you’re in the business of building trust, transforming field force strategy, or driving better HCP and patient outcomes, this is where it happens.

What you'll learn:

The Power of Storytelling to enhance HCP engagement

Behavioral psychology and storytelling techniques are transforming the way reps communicate. Master these skills to create lasting impact and stronger customer connections.

Gen AI to drive Next Best Actions

From CRM tools to AI-driven recommendations, digital solutions are revolutionizing field engagement. Learn how to integrate these technologies for smarter, more effective sales strategies.

The Evolution & New Role Of The Sales Rep

Shift beyond transactions to relationship building and trust. Discover how reps can provide more value to healthcare professionals.

AGENDA

9:00

9:40

Do We Still Need Sales Reps? The Role of Reps in Today’s Commercial Model

Aligning physical and virtual engagement to meet HCP and patient needs while fostering trust and credibility.

9:40

10:10

Measuring Field Force Impact: Evaluating Rep Effectiveness and Customer Experience

Using data-driven insights to track engagement, measure success, and increase HCP and patient value.

10:10

10:40

How a Great Rep Experience Leads to Improved Customer Engagement

Empowering reps through experience design, AI integration, and structured mentoring to drive business outcomes.

10:40

11:10

Break & Networking

10:40

11:10

Break & Networking

11:10

23:40

PAAB’s Advice on Maintaining Compliance Across the Field Force

Ensuring sales reps apply approved materials effectively while enhancing HCP trust and engagement.

11:40

12:10

The Importance of Behavioural Psychology & Storytelling In Field Force Training

How tailoring interactions and storytelling techniques can help reps deliver memorable and impactful messages.

12:10

13:10

Lunch Break

12:10

13:10

Lunch Break

13:10

13:40

Leadership Coaching Models That Drive Sales

Exploring coaching frameworks such as the GROW model and Situational Leadership to enhance rep performance.

13:40

14:10

Optimizing Engagement with Liquid Structures & Flexible Field Forces

Creating adaptable, responsive sales teams that meet the needs of digital-savvy HCPs.

14:10

14:40

The Reps’ Next Best Action: Which Digital Solutions Are Enhancing Customer Value

How AI, CRM, and digital tools are creating trust-based relationships with healthcare professionals.

14:40

15:10

Coffee Break

14:40

15:10

Coffee Break

15:10

15:40

Beyond the Product: How To Support Health Professionals Holistically For Increased Engagement

How reps can provide evidence-based insights, reduce HCP workload, and integrate Patient Support Programs (PSP).

15:40

16:10

Closing Keynote: The Future of Sales & Customer Engagement

What’s next for the sales force? Key trends and innovations shaping the future of rep engagement.

Sales Force Effectiveness

Canada’s Only Sales Force Effectiveness Event

Event Facts

What you'll learn:

Jessica Knox

Mathew Cooper

Dr Naomi Pliamm

Kristina Harrison

Adam Elliot

Jennifer Meldrum

See their bios here

AGENDA

9:00

9:40

Do We Still Need Sales Reps? The Role of Reps in Today’s Commercial Model

9:40

10:10

Measuring Field Force Impact: Evaluating Rep Effectiveness and Customer Experience

10:10

10:40

How a Great Rep Experience Leads to Improved Customer Engagement

10:40

11:10

Break & Networking

10:40

11:10

Break & Networking

11:10

23:40

PAAB’s Advice on Maintaining Compliance Across the Field Force

11:40

12:10

The Importance of Behavioural Psychology & Storytelling In Field Force Training

12:10

13:10

Lunch Break

12:10

13:10

Lunch Break

13:10

13:40

Leadership Coaching Models That Drive Sales

13:40

14:10

Optimizing Engagement with Liquid Structures & Flexible Field Forces

14:10

14:40

The Reps’ Next Best Action: Which Digital Solutions Are Enhancing Customer Value

14:40

15:10

Coffee Break

14:40

15:10

Coffee Break

15:10

15:40

Beyond the Product: How To Support Health Professionals Holistically For Increased Engagement

15:40

16:10

Closing Keynote: The Future of Sales & Customer Engagement

16:10

17:10

Networking Reception

16:10

17:10

Networking Reception

Stunning Venue

Opportunities don't happen. You create them.

Our Partners

Industry-Leading Solution Providers

Join us at SFE Canada. Oct 2, Toronto.

Events