4th Annual Digital Pharma East

Agenda

Pre-Conference Workshop Day : Monday, October 18th, 2010

9:00

WORKSHOP A
An Exploration of Pharma Digital Policy

•    State of Play: FDA has not to date released guidelines for how pharma companies can digitally communicate
       o    Non-certified agents and international drug sales can dominate health and healthcare related topics online
       o    Pharma brands can be limited by regulatory concerns
•    Overview: Implications of limitations placed on pharmaceutical companies in social media
       o    What should pharma do?
•    In-depth view: AstraZeneca’s social media communications policy
       o    How it can evolve and improve based on collective feedback
•    Breakout Exercise: TBD
•    Q&A / Discussion

Speaker
Earl Whipple
Senior Director of Business and Digital Communications
ASTRAZENECA

9:00
WORKSHOP B
Social Media: How to Do It - an AstraZeneca Case Study

  • Best practices in building a social media program from the ground-up (30 min)
    • Getting started and knowing pharma’s operating environment
    • Considerations of social media in a heavily regulated environment
    • Internal, external ‘must-dos’
    • It’s about engagement, not broadcasting - how to stay deliver what your audience expects in the social media environment
    • Trends, best practices
  • AstraZeneca Case Study (45 min)
    • Overview of model
  • Q&A and Group Discussion (30 min)
    • Prompt with questions, such as what are biggest successes or challenges you’ve seen in social media? Any participants want to work-out from their own organization?
  • Breakout Exercise (45 min)
    • Small groups create mock platform and present/discuss with group

Speaker
Gigi Peterkin
Associate Director of Interactive Media
ASTRAZENECA


12:00
Luncheon for Workshop Participants

1:15
WORKSHOP C
Going Mobile: Innovations & Best Practices

In-depth mobile panel and workshop featuring industry leaders, brand managers and e-marketers.

1st session:

  • Latest mobile trends and landscape.
  • Learn how to make the most of mobile platforms with mobile strategy, mobile Apps, ipad Apps, mobile sites, mobile games and more

2nd session:

  • Best practices to insure a memorable launch of mobile programs
  • Hear case studies/success stories form industry leaders and client partners on mobile applications for patients, sales force and healthcare professionals

Speaker
Olivier Zitoun
Founder & CEO
EVEO

1:15
WORKSHOP D

Research-Driven Insights “From Keywords to Content:
Extend the Power of Search Branding”

  • Gain insights into the hot topics of online search, branding and user-experiences from the industry-leading research house, comScore.
  • Many brands are only utilizing search for direct response, and as a result, are missing out on strong branding opportunities.
  • Search terms must go beyond core brand and product terms to make an emotional connection with the users.
  • Brands must do more than refine their keyword strategy - they must employ a solution that bridges the gap between search and display.
  • Leading brands showcase how they are extending the reach of their keyword targeted campaigns -- and making a true emotional branding connection with patients & caregivers.

Speakers
Ariff Quli
SVP of Sales & Strategy, Health
VIBRANT

Eli Goodman
Search Evangelist
COMSCORE

Panel Discussion
“Making the Case for Digital”

  • Understand why pharma advertisers need to rethink their media spend and embrace the digital ecosystem
    This panel will tackle the following questions:
  • Has pharma adapted their media plans since last November’s FDA hearings to discuss the need for social media guidelines? What has changed? What has stayed the same?
  • Although pharma advertisers are slowly moving a portion of their traditional media dollars over to digital, are they doing it correctly? How are pharma companies moving the needle?
  • What kind of KPIs does digital need to prove it’s just as effective as television?

Round Table Discussion “Best Practices for In-text Advertising in Pharma
How Brands Are Engaging Users Through Content-Driven Advertising”

  • Review recommended best practices to implement a more engaging, effective online advertising experience. Key themes include:
  • Custom Pharma Units: How Vibrant helped top pharma advertisers create units that specifically meet regulatory and legal requirements.
  • MLR Process: How Vibrant protects pharma advertisers from appearing within off label content and Vibrant’s success in achieving approval directly from legal & regulatory boards
  • Keyword Strategy: How reaching your audience via in text within content is different than search and how the strategy must change respectively.


Discussions Led by:
Ariff Quli
SVP of Sales & Strategy, Health
VIBRANT

Michael Frick
Director of Sales, Health
VIBRANT

Rachel Gordon
Sales Manager, Health
VIBRANT


5:00
Workshops Conclude- End of Day One

Cocktail Reception hosted by iMedExchange


MAIN CONFERENCE – DAY ONE: Tuesday, October 19th, 2010

8:30
Co-Chairpersons’ Welcome
Bryan Vartabedian, MD
Pediatric Gastroenterologist
TEXAS CHILDREN'S HOSPITAL
Assistant Professor,
BAYLOR COLLEGE OF MEDICINE

Shwen Gwee
Digital Strategy & Social Media Lead
VERTEX PHARMACEUTICALS


8:45
PATIENT AS MARKETER KEYNOTE
Lessons from My Journey: From Marketer to Patient and Back Again

  • How being a cancer survivor has forever changed the way I think as a communicator
  • Why marketers cannot view the online conversation as only a tool in a one-way messaging program
  • Pharma should be seen as an active listener in social media, not as an eavesdropper
  • Pharma needs to act in this new world of communication rather than just talk
  • Why social media is so unique, and why we must ask strategic questions as well as tactical ones
  • Is social media a means to an end or an end in itself? Are these channels as novel as we believe?

Speaker
Ian Talmage
Senior Vice President, Marketing
BAYER SCHERING PHARMA

9:30 

CLUETRAIN KEYNOTE
How Can Buyer Reach Exceed Seller Grasp?

How Can Buyer Reach Exceed Seller Grasp? The Cluetrain Manifesto is best known for its first thesis, “Markets are conversations,” which Doc Searls wrote. But Doc still believes Cluetrain’s most important claim is the “one clue” that precedes all 95 theses, and was written by Chris Locke. It says, “We are not seats or eyeballs or end users or consumers. We are human beings and our reach exceeds your grasp. Deal with it.” Doc believes, however, that buyer reach still does not exceed seller grasp -- and won’t until buyers become fully independent of sellers. This means buyers will need their own tools of engagement, their own ways of expressing preferences, their own “terms of service” and their own means for asserting demand for products and services -- all in ways that don’t yield private information or feed seller’s promotional guesswork mills. For the last four years, an international group of developers have been working on these tools for buyers, led by Doc and ProjectVRM at Harvard’s Berkman Center for I ternet & Society. Some of these tools are coming to market in the next year.

In his talk, Doc discusses:

-How markets are still not conversations
-Why “loyalty programs” are exercises in self delusion for sellers
-What’s still not “conversational” in today’s markets
 -Describe how these new tools will make Cluetrain’s first claim real
-Raise a number of questions for participants to discuss in the conference’s open session -- and invite more as well

Speaker
Doc Searls
Co-Author
THE CLUETRAIN MANIFESTO


10:15
Networking & Refreshment Break


10:45

PHYSICIAN KEYNOTE
Twitter MD – What You Need to Know about Doctors and Social Media

A thought-provoking presentation that introduces the emerging role of social media in the lives of physicians - from what they’re doing to how you can reach them. Twitter MD will help you understand the challenges and opportunities of this elusive market.

  • How patient empowerment and health 2.0 are redefining the MD
  • Everything you wanted to know about physician-only networks but were afraid to ask
  • Why MDs are slow to engage in the social space
  • Effective strategies for engaging MDs ‘in the wild’

Speaker
Bryan Vartabedian, MD
Pediatric Gastroenterologist
TEXAS CHILDREN'S HOSPITAL
Assistant Professor,
BAYLOR COLLEGE OF MEDICINE


11:30 

Sanofi Aventis Case Study

Hear a special presentation from Joan Mikardos, who heads up Sanofi Aventis' social media practice on their corporate innovation team.

Speaker
Joan Mikardos
Senior Director, Business Innovation
Sanofi-Aventis


12:15
Luncheon for Conference Attendees

Stream A:

Chairperson of Stream A:

Jennifer Mcilvane (not affiliated with any of the speakers)
Consumer Marketing Manager
AstraZeneca

1:30

 Harnessing Stakeholder Opinions and Perceptions from Social Media: Applications in Pharma & Healthcare

Social Media is also described as an “unprompted focus group”, thus providing multiple opportunities to learn from social media. This session will go over the opportunities and venues to harnessing stakeholder opinions from social media to meet objectives and goals within brand marketing, market research & business intelligence, Competitive Intelligence, e-marketing, PR & Communications and Corporate & Brand Reputation.
By taking unstructured, unsolicited stakeholder opinions and converting them into statistically significant structured data which reveal rich actionable insights, pharma now has a new and innovative method of evaluating opportunities  and understanding stakeholders -patients, caregivers, physicians, advocacy groups; accross categories, therapeutic areas, indications, brands, pipeline, reputation.
The discussion with center around where and how this has been successfully leveraged, along with some case examples :
o    Brand & Marketing Effectiveness
o    Key Influencer Identification and Influence Mapping
o    Stakeholder Perceptions, Awareness & Consideration
o    Launch / Event Tracking and & Analysis
o    Patient Pathway Realization
o    Pricing & Market Access
o    Physician Opinion & Gap Management
o    Medical Adherence
o    Message Penetration and Propagation Pattern
o    Competitive Intelligence

SPEAKERS
Debjani Deb
Managing Partner
EmPower Research

Vrinda Deval
Director of Business Development
EmPower Research

2:15

Executing a Multi-Channel Digital Marketing Strategy for Maximum Impact

  • Explore how to best leverage marketing tactics across various distribution channels
  • Evaluate ways to effectively integrate mobile as part of a complete marketing mix
  • Review optimal approaches for fully utilizing assets to maximize return on investment

Speaker
Dave Gulezian
President and CEO
Viscira


3:00
Networking & Refreshment Break


3:30
What Happens When I Get Home:
How to Gain Buy-in and Adoption of eMarketing Strategies

Year after year, leaders in digital Pharma marketing get together to discuss emerging media, new trends and innovative case studies. Yet every year the same topic remains at the top of the pile: Why can’t we get management engaged to do more?

In this session we discuss ideas about:

  • How to make eMarketing programs that matter
  • Gaining traction with brand leadership
  • Changing perspectives about media

Speaker
Brent Rose
Senior Marketing Manager
DAIICHI SANKYO

Zoe Dunn
Principal
ZOE DIGITAL CONSULTING


4:15
Panel
From Hype to Substance:
Social Media as Just One Component of an Integrative Digital Marketing Plan

  • Discuss how social media is often not the focal point of the marketing strategy, but rather only a supporting tool
  • Has the social media groundswell actually impacted allocation of budgets?
  • Are there instances where social media has been scaled back? If so, why?

Moderated by
Gigi Peterkin
Associate Director, Interactive Media
ASTRAZENECA

Panelists

Michael Russo
Director, Corporate Digital Marketing Strategy
ACORDA THERAPEUTICS

Jennifer Mcilvaine
Consumer Marketing Manager
ASTRAZENECA

 

Carly Kuper
Director, Communications
DIGITAS HEALTH

Andy Levitt
CEO
HEALTHTALKER


5:00
Unconference Session

5:45
Conclusion of Day One & Cocktail Reception hosted by HEALTHED


Stream B

Chairperson of Stream B:
Lance Hill
CEO
Within3

1:30
Minimizing Fulfillment And Adherence Challenges In An Ambulatory Setting Where Patients Have Multiple Provider Contacts

Key Points:

  • Transformation from Total Office Call focus to Patient Focus –At Amgen we have a program that focuses on both the physician’s office and the patient using new technologies
  • Discuss why the root issue with many unfilled prescriptions and adherence is at the pharmacy or with the patient
  • Build programs with redundancy – Any one program has some success, so the key to minimizing certain leakages is to create multiple programs/messages to create redundancy to ultimately minimize the issue you’re addressing
  • Develop initiatives using available technology that have broad scope (impact) – Another key to success is to identify programs that have broad scope vs. creating many similar programs that have limited contact
  • This presentation will start with an overview of the issues and challenges around fulfillment and adherence. The speaker will then provide a specific example of the challenges faced with a product used by dialysis patients.

Speaker
Rich Riddle
Director of Marketing, Sensipar
AMGEN


2:15
HCP Panel Discussion
Mobile Messaging to Healthcare Providers (HCPs)

A panel of healthcare providers will discuss:

  • Ways that mobile devices impact their clinical workflow, and in turn, help them provide better care for their patients
  • How with a wealth of mobile tools and resources available, life sciences can use the mobile channels to provide value to HCPs

Moderator
Mark Karch
Executive Vice President,
Pharmaceutical Business Unit
PHYSICIANS INTERACTIVE

3:00
Networking & Refreshment Break


3:30
Engagement for Niche Brands
Collaborating with Patient Organizations and Establishing Trust with e-Patients

  • Learn how by engaging communities of patients and patient advocacy groups, pharma marketers are discovering new information about the need for these patients take control of their illnesses and treatment options
  • Explore how niche product marketers have learned that understanding and assisting a better educated patient will promote better drug adherence and higher quality of life
  • Discuss how educating patients builds loyalty with those companies that demonstrate a desire to know what really matters to their patient populations

Speakers
Wendy White
President & Founder
SIREN INTERACTIVE

Cynthia North
Customer Marketing Director
BAYER HEALTHCARE PHARMACEUTICALS


4:15
Engaging Physicians Through Online Social Media to Ensure Use and Interaction

Social networking and social media has become a powerful and nearly universal element in online communication. According to Manhattan Research, 70% of physicians want pharmaceutical firms to engage them on line and 60% of physicians either use or are interested in using physician social networks.

Learn how you can get started engaging with physicians online.

  • What are the regulatory guidelines to consider?
  • What works and what does not?
  • Ensure Physician use and interaction through context and content
  • Measure for success in a 2.0 world

Speaker
Lance Hill
CEO
WITHIN3


5:00
“Talk Show” Style Interview With Dr. Berci Mesko and Mark Senak, SVP, Fleishman Hilliard

Hear an informal and inspiring conversation between two of the most innovative minds in all of healthcare communications.

Topics will include:

  • The social media experience in medicine is all over the map. Some institutions are inhibited by regulatory concerns, others by legal. Doctors and patients are moving ahead. Will it ever all even out and if so, how?
  • Physicians have really embraced mobile platforms – but the apps that they seem to be embracing seem aimed at helping them either learn, or talk to each other. Are they primarily communicating with patients or with each other? Isn’t it possible that social media platforms could overload a physician as he tries to communicate with multiple patients?
  • Berci has been a pioneer in the use of virtual platforms to train physicians and to hold conferences. Describe the experience, the platforms and whether or not this is something that can become more widespread.
  • How do you see the eventual development of the semantic web changing the current course of social media and medicine?
  • Discuss digital literacy in medical education and online content curation (i.e.Webicina)

Speakers
Berci Mesko, MD
UNIVERSITY OF DEBRECEN (HUNGARY)
Founder of WEBICINA

Mark Senak
Senior Vice President
FLEISHMAN HILLIARD
Author, EyeonFDA Blog

5:45
Conclusion of Day One & Cocktail Reception hosted by HEALTHED


Stream C

Chairperson of Stream C:

Shwen Gwee
Digital Strategy & Social Media Lead
VERTEX PHARMACEUTICALS

1:30
Pharma Twitterama II
Tweeting Under the Twinfluence

  • This session will provide an update to the original “Pharma Twitterama” webinar (summer ’09). It will offer a general overview of current uses of Twitter in the healthcare space and a look at some creative uses of Twitter by Pharma/biotech organizations.
  • Additionally, the session will also feature a current in-depth Twitter analysis for various pharma companies (provided by WhyDotPharma.com) and metrics around their “social media influence/engagement”
  • Hear a case study for launching Twitter within a Pharma environment which will also be presented

Speaker
Shwen Gwee
Digital Strategy & Social Media Lead
VERTEX PHARMACEUTICALS (Co-Chair)

 
2:15
Six Steps to Becoming a Social Brand

What’s the biggest unknown for marketers today? Social Media. And in healthcare, the question isn’t whether to participate socially, but how. This presentation will analyze six tactics Pharma marketers can employ to better align their company and brands with the social consumer:

  1. Behaviorally-focused account planning
  2. Content strategy and creation
  3. User experience design driven by customer insight
  4. Deep technological expertise
  5. Interactive media design
  6. Real-time data analytics

Speaker
Katy Thorbahn
General Manager
RAZORFISH HEALTH


3:00
Networking & Refreshment Break


3:30
What High School Politics Can Teach Us About Social Media

It’s your first day at a new high school. You want other kids to like you and talk to you. You see a group standing together, and you walk up to join the conversation. Now, there are several ways you could do this, but only one of them will be beneficial for your social life. You could walk up to the group without introducing yourself, start talking about a topic that’s not relevant to them or the conversation already taking place, refuse to respond to any comments or questions, and then ask them to be your fan. Seems silly, right? There are a slew of brands out there, and a disproportionate number in the pharmaceutical sphere that have exhibited this
precise behavior and then been surprised at the backlash in social media or the lack of fan requests and followers.

In this presentation, Bruce Grant will discuss ways to meaningfully connect with your audience using social media, including:

  • Avoiding common mistakes
  • To Tweet or not to Tweet
  • The importance of listening
  • How to tell if it’s really AE reporting
  • How to be part of the conversation – which is already happening

Speaker
Bruce Grant
Senior Vice President, Business Strategy
DIGITAS HEALTH

4:15
Ensuring Social Media Is Part Of An Integrated Marketing Campaign

  • Recognizing why social media gets so much attention even though it still only comprises a fraction of marketing budgets
  • An overview of how social media is integrating with print, TV, email and RM programs
  • Case studies of how BI is turning SM into a real marketing tool that delivers real substance and complements other channels

Speaker
Melissa Bojorquez
eChannel Marketing
BOEHRINGER INGELHEIM


5:00
Panel: An Up to the Minute Q4 2010 Assessment of What Issues Remain in Pharma’s Use of Social Media

Topics to be explored include:

  • Humanizing the interactions and thus increasing trust levels
  • Patient voices online have become advocates and educators
  • Should Pharma think of it as SM Monitoring or Listening, and how the answer can shape the way you relate to your key stakeholders
  • Why it is essential to proceed at your organizational pace
  • Look at specific tools in the social media age, observing how patients, physicians and businesses in all industries use blogs, social networking, Twitter, Youtube and other new media tools and develop best practices for their use
  • People do not live “on label”: why Pharma must adapt to social media and be able to engage even when the conversation does not follow “the plan”
  • Monitoring Adverse Events in Social Media for Pharma’s Biggest Brands: Hopeless Task or Simple Project?

Moderator
Sheli Gupta
Managing Partner
KNOWLEDGENT GROUP

Panelists
Kevin O’Brien
Director of Marketing, eBusiness
CENTOCOR ORTHO BIOTECH

Brent Rose
Senior Marketing Manager
DAIICHI SANKYO

Melissa Bojorquez
eChannel Marketing
BOEHRINGER INGELHEIM

Sarah Larcker
Director, Strategy & Analysis
DIGITAS HEALTH

 

5:45
Conclusion of Day One & Cocktail Reception hosted by HEALTHED


Stream D

Chairperson of Stream D:
Bryan Vartabedian, MD
Pediatric Gastroenterologist
TEXAS CHILDREN'S HOSPITAL
Assistant Professor,
BAYLOR COLLEGE OF MEDICINE

1:30

Case Study: Developing a Digital Marketing Plan at a Start-Up Pharma Company

  • Telling the story of Essential’s CUSTODIOL® HTK Solution (indicated for perfusion and flushing of donor organs) and how we are using the internet to reach out and strengthen our place in the donor community
  • How did Essential Pharma map out its e-Strategy from the ground up?
  • Why a digital strategy is so important in a small treatment community
  • How a successful eMarketing plan can make a small pharma company look “big”

Speakers
Allan Weber
CEO
ESSENTIAL PHARMACEUTICALS

Denise Weber
Marketing Manager
ESSENTIAL PHARMACEUTICALS

2:15

The Patient-Doctor Interaction as an Important Component to the Success of Consumer Marketing

A recent QualityHealth study gleaned important insights about the activities which can influence this interaction, for example:
•    activities consumers undertake in preparation for a scheduled doctor’s appointment
•    factors which may influence patients to request specific medications
•    how patients interpret physician statements and directions regarding compliance and persistency as well as the effectiveness of treatment
A summary of these data will be presented in addition to a case study establishing the importance of targeting geographies where formulary standing is attractive.

Speaker
Louis Sanquini
Vice President, Product Innovation
QUALITYHEALTH


3:00
Networking & Refreshment Break


3:30
Exploring Online Advocacy for Childbearing Women, with an Emphasis on Patient- Centered Care and Evidence-Based Practice

What if we could help a large population of highly motivated, influential healthcare consumers become savvy, empowered, and engaged in their care? What if transforming the way these consumers participated in their care could reduce the burden of one of the most costly conditions in our health care system and improve the health of millions of people each year?

About 4.5 million women in the United States will give birth the next year, and maternity care represents one of the largest segments of the U.S. healthcare system. Engaging women in their own healthcare in pregnancy and birth could have major implications on quality improvement and cost containment. Childbearing women are an ideal population to adopt innovative participatory health care tools, because they’re already online and highly connected in social networks. This session will discuss:

  • Overview of strengths, weaknesses and opportunities in U.S. maternity care
  • Overview of the maternity care consumer movement
  • Trends in use of internet and social technologies among childbearing women and their advocates
  • Case examples of consumer innovation to correct critical safety gaps and inefficiencies in maternity care
  • Implications for the pharmaceutical marketing and post-marketing surveillance

Speaker
Amy Romano
Perinatal Research and Advocacy Consultant
LAMAZE INTERNATIONAL
Author: Science & Sensibility Blog


4:15

A Panel of ePatients Discuss Key Issues that Affect their Lives, Relationships and Treatment

  • Patients are not willing consumers: How Do ePatients Want to be communicated with?
  • What Factors are Changing How ePatients Communicate and Disseminate/Receive Information?
  • What does the Future Hold for these Communities?
  • Discuss the increasing online collaboration between physicians and patients and what this means for pharma
  • How the internet is creating an environment where patients can not only share health information but socialize around it and inspire each other with the power of knowledge

Featuring
Gilles Frydman
President & Founder
ACOR (Association of Cancer Online Resources)

Allison Blass
Patient Blogger and Diabetes Activist
www.lemonadelife.com

Hannah McDonald
Diabetes Blogger & Patient Advocate
www.dorkabetic.com


5:00
Unconference Session


5:45-7:00PM
Networking Cocktail Reception Hosted By Health Ed

 

MAIN CONFERENCE – DAY TWO: Wednesday, October 20th, 2010

Chairperson of Stream A:

Jennifer Mcilvane (not affiliated with any of the speakers)
Consumer Marketing Manager
AstraZeneca

Stream A

8:45
Pharmdamonium
Pharma + Fandom: Understanding the Power of Fan Culture in Healthcare Marketing

Understanding the Power of Fan Culture in Healthcare Marketing

  • Embracing and understanding Fan Culture.
  • New technology platforms and social media have created fertile ground for fans to communicate and build robust communities. How can Healthcare leverage fan theory online?
  • Are you treating your patients and professionals like fans? Are you providing them a portal and tools that generate trust, understanding and most importantly, results?

Speaker

Peter Korian
President & Founder
IOMEDIA

Christine Armstrong
VP/Creative Director, Healthcare
IOMEDIA

9:30
Enhancing Brand Effectiveness Using A Multi-Channel Approach

  • How do we integrate traditional and digital marketing to maximize campaign objectives?
  • Understanding reach & customer preference
  • How do we rationalize marketing mix components?
  • Sequencing delivery to maximize effectiveness
  • Creating exponential noise
  • Getting internal and external partners on board
  • Capturing learnings & evolving the campaign
  • Predicting results, managing failure & communicating success
  • Share best practices- Group Discussion

Speakers
Bill Jenkinson
Product Director
CENTOCOR ORTHO BIOTECH

Kevin O’Brien
Director of Marketing, eBusiness
CENTOCOR ORTHO BIOTECH


10:15
Networking & Refreshment Break


10:45
Unlocking The Hidden Secrets Of Your Data

  • There is a reason some marketing campaigns have failed and others have been wildly successful. It has nothing to do with who has the flashiest banner ads. It has to do with who is best at following the data.
  • It has always been generally accepted that the reason to store consumer data was because there is valuable information implicitly coded within. In the age of personalization this data becomes more important for marketers to leverage than ever before.
  • Consumers are looking to connect with brands more than ever before through e-mail, social networks and mobile applications. They want their brands to be there for them when they need them.
  • Data can unlock the secret of reaching your consumers in memorable, relevant ways without creating more clutter in their lives.
  • While there is no tactical “magic bullet” when it comes to creating brand loyalty, data is the strategic “magic bullet” for creating that loyalty. Data tells us that our client’s mom users who are juggling three kids and a busy schedule prefer to receive their brand information while on the go, on the way to soccer practice and dentist appointments, while the over-55 crowd prefers to receive their brand information through direct mail.

Speaker
John Gardner
President & CEO
INTEGRATIVE LOGIC


11:30

Live #SocPharm Twitter Conversation

Take part in a live Tweetchat conversation about pharma marketing and social media. This special #SocPharm (The "hashtag") tweetchat will pose topical questions and responses will come from both the real-life audience and the global Twitter crowd.  This interactive conversation will be fast, fun and free flowing.

  • This session will be an introduction for people new to Twitter as well as relevant to veteran tweeters
  • It will be an opportunity to share your opinion on hot topics and learn what others – in-person and online – have to say
  • The moderators will raise the questions, contribute responses and corral the discussions


If you’re wondering why people are buzzing about Twitter, be sure to take part.

Moderators:

Brad Pendergraph
Manager, Multi-Channel Marketing
NOVARTIS

Eileen O’Brien
Director, Search & Innovation
SIREN INTERACTIVE

12:15
Luncheon for Conference Attendees

Stream B

Chairperson of Stream B:

Glenn Byrd
Director, Regulatory Affairs
MEDIMMUNE

8:45

In the Post-DTC Era: From “Share of Voice” to “Share of Influence.”


Plan holistically. Execute vertically. Measure and optimize horizontally.

Rather than the “share of voice” model, “share of influence” is much more important and relevant to patients and doctors today. Biopharma is caught in a swirl of uncertainty beyond anything it has ever faced: from legislative mandates, human media consumption and empowerment, and the patent cliff many companies are facing – these are just a few of the ingredients driving this uncertainty. Altogether, they require a new way to think about planning, investing and lifecycle management.  Biopharma needs - at both brand and enterprise level - new ways to drive results, and allow themselves to adjust and take advantage of this change-driven environment to achieve success and differentiation.

Speaker
Alfred O'Neill
Group VP, Client Engagement & Strategy
RAZORFISH HEALTH

9:30

What Issues Impact Regulatory Decisions About Web And Electronic Promotion?

Medical product manufacturers have an increasing interest in social media. The interest is driven by both marketing opportunities and, at times, the need to protect and enhance the corporate reputation and promote accurate and useful medical education and dialogue. Like any other communication vehicle, social media participation can expose companies to regulatory, legal, and even public relations liabilities.

  • What can companies do to participate in the new media space?
  • How do you successfully approach your companies with new ideas but be sensitive to the regulatory and legal issues?
  • One year later: What has happened since the FDA hearings on social media?
  • What does 2011 hold in store?
  • Does FDA have bigger issues than social media guidance to deal with?

Speakers
Glenn Byrd
Director, Regulatory Affairs
MEDIMMUNE

John Murray
President
GREYSCALE COMPLIANCE

Amit Patel
Associate Director, Regulatory Advertising & Promotion
JOHNSON & JOHNSON

 

10:15
Networking & Refreshment Break


10:45
“Unconference”
Group Discussion:
Where does Pharma Currently Stand With Regard to The Overall Legal and Regulatory Issues of Digital Marketing?

  • How are legal and regulatory concerns over social media being treated within the context of the whole digital strategy?
  • Is social media a separate entity from the rest of a digital strategy when looking at legal and regulatory?
  • What have been some of the specific challenges faced by marketers in this area?

12:15
Luncheon for Conference Attendees


Stream C

Chairperson of Stream C:

Shwen Gwee
Digital Strategy & Social Media Lead
VERTEX PHARMACEUTICALS

8:45
Social Media Can Teach Us about the Patient Journey

Healthcare consumers are flocking to the Web to post about their experiences with a given disease and the treatments they hope will help fight it. State-of-the-art search software is available to capture and process these conversations, meaning Pharma has access to a wealth of consumer dialogues. Yet ‘listening’ to patients doesn’t mean we’re hearing them. Jeff Greene and Susan Eno Collins will present findings from a mining effort of thousands of online conversations about a specific disease-state, along with the implications for brands across every disease category.

Jeff and Susan will use this example to answer questions about:

  • What is the patient journey and how can it inform communications planning for pharma brands?
  • How can online conversations help us understand the patient journey for a given disease?
  • What are some common barriers to treatment, and how did we find them on the Web?
  • How can brands identify knowledge gaps or myths and address them through patient education?

Speakers
Jeff Greene
Director of Strategic Services, Social Media
HEALTH ED

Chris Kelly, MEd
Director, Health Education
HEALTH ED


9:30
Using Digital to Solve Business Challenges Doesn’t Mean a Brand Website

The principles and best practices of digital marketing are rooted in customer centricity, green marketing, and quality user experience. By applying these principles to traditional business challenges along a product’s lifecycle you can deliver more efficient programs, more engaging experiences, and more successful outcomes. Topics include:

  • Social, mobile, customer centric and green marketing trends that are powering good digital
  • Digital principles applied to nontraditional areas of the lifecycle from research to expiry
  • How to do more with less and have better outcomes
  • How to leverage these principles for incremental innovation


Speaker
Will Reese
Chief Innovation Officer
CADIENT GROUP


10:15
Networking & Refreshment Break


10:45
Lessons Learned in Digital Marketing at Animus, a J&J Company

  • The power of digital marketing for #2 competitors
  • Device marketing can be DTC, if appropriate
  • The power of social media & what should our role be as manufactures
  • Importance of “listening” prior to jumping in
  • The power of relationships – get to know your bloggers
  • Lessons Learned: PumpTri.com
  • Measure everything, because you can

Speaker
Chris Campbell
Product Director, U.S. Patient Marketing
ANIMAS CORPORATION,
(a JOHNSON & JOHNSON Company)


11:30
Unconference Session
This special concluding session will have the attendees sit around in a circle and have a frank conversation with no pre-planned agenda.

Digital Pharma is leading the way in the industry by incorporating “Unconference” ideas into the framework of the event. The traditional format of having speakers talk at the audience for 40 minutes followed by an uninspired, brief Q&A is over! People simply do not communicate that way anymore. Openness, collaboration, listening before talking—attendees will learn how to bring these concepts into their communications in both theory and practice—by learning from the best practices of peers and by sharing and listening within this new format. This special concluding session will have the attendees sit around in a circle and have a frank conversation with no pre-planned agenda. What topics will be discussed? We don’t know either…come join us and find out!


12:15
Luncheon for Conference Attendees

1:00-1:30
Special Luncheon Address

Hear the story of how, over the past decade, Garfield has famously and presciently chronicled the digital revolution, culminating in his landmark 2009 book, The Chaos Scenario.  Bob Garfield is not content to chronicle the ruinous disintegration of traditional media and marketing--he is travelling the five continents looking for solutions. In this address;

  • Hear Garfield engage the audience to discuss solutions
  • Explore what answers exist for all institutions who wish to survive and thrive in a digitally connected, Post-Media Age
  • Hear from the most prominent commentator and analyst of advertising and marketing who has ever lived

Speaker
Bob Garfield
Columnist of 25 Years
ADVERTISING AGE
Author, The Chaos Scenario
Host, NPR on the Media

 

Stream D

Chairperson of Stream D:
Bryan Vartabedian, MD
Pediatric Gastroenterologist
TEXAS CHILDREN'S HOSPITAL
Assistant Professor,
BAYLOR COLLEGE OF MEDICINE

8:45
Social Media Research: Partnering with Academia

Dr. Kevin Clauson leads a session facilitated by an interactive  
audience response system and will:

  • Explore partnering in social media research between academia and industry
  • Describe how social media research can help connect and improve healthcare
  • Investigate the emergence of the legal duty to warn and pharmacovigilance 2.0

 

Speaker
Dr. Kevin Clauson
Associate Professor, College of Pharmacy – Department of Pharmacy Practice, Adjunct Associate Professor, College of Osteopathic Medicine – Biomedical Informatics Program
NOVA SOUTHEASTERN UNIVERSITY


9:30
Panel
The Changing Landscape of Pharma/Physician Relationships

  • In what scenarios, do you believe (or have you seen) physicians WILL engage in industry-sponsored or driven social media activities? Is there a place for industry to participate in physician social media?
  • With other technologies making their way into the regular physician workflow (such as eRx and EMR), what opportunities exist for industry to get their message to the customer via these systems?
  • Would you have different expectations from an on demand rep versus the feet on the street rep?
  • Outside of policy-driven decisions, how do you see physicians interacting with industry in the next 3-5 years? Are there any radical changes and if so what would they be?
  • What role does physician-level (marketing) data play in the future of the relationship?
  • What does industry need to change to prepare for this future relationship?
  • How to integrate social media platforms into physician workflow
  • Social media platforms as a supplement for pharma education
  • How can integrate pharma, social media, and EMR into the ideal physician clinical dashboard
  • How to address barriers to physician social media adoption like privacy, security, liability, etc.

Speakers
Scott Ellis
Director of New Products
TEVA SPECIALTY PHARMACEUTICALS

Quang Pham
CEO
LATHIAN HEALTH

Michael Sevilla MD
Family Physician & Social Media Enthusiast
FAMILY PRACTICE CENTER OF SALEM, OHIO

Bryan Vartabedian, MD
Pediatric Gastroenterologist
TEXAS CHILDREN'S HOSPITAL
Assistant Professor,
BAYLOR COLLEGE OF MEDICINE


10:15
Networking & Refreshment Break


10:45
Panel
Commitments Over Campaigns: Lessons Learned in eMarketing that Builds Relationships

  • How an eMarketing commitment that is built on strategy and a deep knowledge of an audience, while firmly keeping the marketing objectives in mind, can be extremely powerful
  • Why an eMarketing commitment must effectively use the internet as a platform, a ‘jumping off ’ point to create value and relationships
  • How your presence should be a means to speak specifically to marketers’ targets and create twoway value, is one that can succeed beyond many marketers expectations

Panelists
Zoe Dunn
Principal
ZOE DIGITAL CONSULTING

Bill Jenkinson
Product Director
CENTOCOR ORTHO BIOTECH

Len Starnes
Head of Digital Marketing & Sales, General Medicine
BAYER SCHERING PHARMA

Ken Dobell
President
DAC-Digital

Blair Hains
Director, Brand Corporate Affairs
ASTRAZENECA

RJ Lewis
Founder & CEO
e-Healthcare Solutions, LLC

11:30
You Want to Talk About Your Product Where?? Strategies To Successfully Launch Social Media For Your Organization

  • What steps can you take to get buy-in from various groups within your organization to launch social media activities?
  • What kinds of things will throw up red-flags?
  • Not all social media channels are created equal… don’t try to make them so
  • Do I have to crawl before I run in social media?

Speaker
Blair Hains
Director, Brand Corporate Affairs
ASTRAZENECA


12:15
Luncheon for Conference Attendees

 

Plenary Sessions Continue

1:30
Futurist Keynote The Future of the Healthcare Marketplace: Life in the Gap and Life in the Game

With the historic passage of healthcare reform legislation, the American healthcare system looks to the future. The full impact of the new legislation will not be felt until 2014 and beyond, but in the meantime, all healthcare stakeholders must deal with “life in the game” before new provisions are implemented. At the same time, all healthcare stakeholders must prepare for the new emerging reality of healthcare reform and try to determine what “life in the game” will be like in a reformed system in 2014 and beyond. This address covers the following:

  • Ways that the transformation in healthcare will affect payers, providers and patients alike, and will change how bio-pharmaceutical companies interact with stakeholders.
  • The political, economic, technological and strategic context of change in healthcare -describe the possible scenarios we face and examine how the various actors are preparing for the future. It will identify the opportunities and challenges for digital marketers in the pharmaceutical industry and provide insights on how they can flourish in the future

Speaker
Ian Morrison PhD
Futurist & Author
HEALTHCARE IN THE NEW MILLENNIUM

2:15
Social CRM and Pharma’s Imperative to Engage

  • What is social CRM
    • Overview
  • Why social CRM matters
    • The importance of social CRM to companies
    • Focus on why social CRM is especially to important to healthcare and pharmaceutical companies
  • How to incorporate social CRM into digital, traditional communications
    • Share building blocks of social CRM programming
    • Identify and discuss challenges unique to pharmaceutical companies
    • Reinforce key principles of transparency, consistency and reminders that companies are in the business of patient health
  • The business case for sustained social CRM
    • Engagement with key audiences drives trust, purchases, and recommendations
    • Conversation and feedback to create a dialogue about your company and product
    • Research insights into key demographics to inform business
    • Key to successful engagement is continuous evolution

Speaker
Earl Whipple
Senior Director of Business and Digital Communications
ASTRAZENECA


3:00
Networking & Refreshment Break


3:30
The Professional Website’s Emerging Role As A Portal To A Larger Digital Experience

Traditionally, a brand’s website has been thought of as destination, a place where an HCP goes for specific information. However, the emergence of highly interactive, digitally-enabled communication, community and learning experiences is changing the role of the website from one-stop destination to that of a portal into a much larger digital experience. This presentation will look at how the new brand “portal” is being used to link HCPs to:

  • Sophisticated interactive learning and product interaction tools are enabling deep interactions between the brand and the HCP (e.g. online patient tacking tools, e-learning tools, 3-D and videobased MOA, etc.)
  • Leverage access to online communities and on going interaction between the HCP and the community as a value-added benefit to HCPs
  • Providing access to mobile and iPad applications that extend the reach of brand marketing and interactions into the exam room and out-of-office locations

Speaker
Jamie Peck
Managing Partner
ROSETTA


4:15
The Physician’s Perspective: Hear From One Of The Most “Wired” MDs In All Of Europe

  • Hear why Dr. Mesko believes that medical education and communication between physicians and patients has been and will continue to be revolutionized by the tools and services of Web 2.0
  • Discuss why medical professionals of the 21st century have to be ready to meet the expectations of e-patients and why e-patients will change the way medicine is practiced and healthcare is delivered
  • What Pharma should know about how physicians are using the internet and how they can partner with them in promoting positive outcomes for patients. Also see how the new generation of physicians want the pharma sector to communicate with them through clear and transparent interactions

Speaker
Berci Mesko, MD
UNIVERSITY OF DEBRECEN (Hungary)
Founder of WEBICINA


5:00
Panel Discussion
A Discussion Of eMarketing as a Centralized Function And The Value The Group Brings To The Brand Teams

  • How eMarketers can integrate themselves into their company’s brands and bring value
  • The role/value of eMarketing to the brand teams and some of the challenges that we face as a group
  • Hear different perspectives of those who focus on just one or multiple brands, and how they function in these different capacities

Panel Moderator
Natalie Casey Quilici
Associate Director, eMarketing, Womens Healthcare
BAYER HEALTHCARE PHARMACEUTICALS

Panelists
Brad Carlson
Associate Director, eMarketing
BAYER HEALTHCARE PHARMACEUTICALS

Jennifer Mcilvaine
Consumer Marketing Manager
ASTRAZENECA

Holly Babirak
Senior Product Manager, Besivance
BAUSCH & LOMB

Bruce Grant
Senior Vice President, Business Strategy
DIGITAS HEALTH


5:45-7:00PM
Networking Cocktail Reception Hosted By HealthCentral

MOBILE DAY: Thursday, October 21st, 2010-MOBILE Pharma: ONE DAY CONFERENCE

8:45
Chairperson’s Welcome
Dave Mihalovic
Associate Partner, Group Creative Director
ROSETTA


9:00
How Smart Is Your Phone: Leveraging Smartphones To Help With Patient Adherence

It is estimated that by the end of 2011, half of the US population will have a smartphone. There is no doubt they are and will continue to be the fastest growing segment of the mobile phone market.

The healthcare marketplace—with pharma beginning to get its feet wet—is developing smartphone apps to help patients manage their various healthcare challenges. Learn about how and why Bayer HealthCare Pharmaceuticals launched the first Pharma-sponsored apps in both Multiple Sclerosis and Hemophilia A. This case study will:

  • Showcase the first branded Pharma app in the MS community, as well as the first unbranded app in the Hemophilia A community
  • Discuss the strategies behind determining whether to build a branded vs. unbranded asset
  • Highlight the inherent challenges of building an app in pharma
  • Review some of the lessons learned from a legal, medical and regulatory perspective
  • Share how the apps were promoted within the community and to the sales force

Speaker
Cynthia North
Customer Marketing Director
BAYER HEALTHCARE PHARMACEUTICALS

Ruth Clements
Director, Intl Product Management
BAYER HEALTHCARE PHARMACEUTICALS


10:30
Networking & Refreshment Break


11:00
Leveraging Mobile Applications To Extend Reach And Increase The Impact With HCPs

  • Access to HCPs via branded and unbranded websites, long the anchors of Pharma’s digital strategy, has been the primary digital engagement point up till now
  • However, the rapid adoption of smartphone, iPods and iPads by HCPs is opening a new channel, and new opportunities, for brand to HCP interactions.
  • This increasing usage of mobile devices requires marketers to adapt and leverage the new capabilities in ways that take advantage of the real time and location advantages of mobile devices.
  • This presentation will look at new cutting edge usage of the mobile applications including apps that calculate patient-specific co-pay incentives in the exam room or provide HCPs with personalized product information via an iPad magazine

Speaker
Dave Mihalovic
Associate Partner, Group Creative Director
ROSETTA


11:45
The Revolution of Mobility Marketing

While mobile will not completely replace all other channels, it is understood that it will have a huge influencing role in driving traffic and also in the way advertising and content are consumed by consumers on the go.

This session will:

  • Examine the evolution in mobile marketing and the continued migration from PC to mobile devices
  • Answer the age old question “Is this finally the year of mobile”?
  • Moving beyond the iPad, smartphones and mobile sites we will also examine whether augmented reality and mobile coupons will be a useful tools for pharmaceutical marketers.
  • Explore Mead Johnson’s use of: mobile applications, mobile websites, mobile advertising and interactive products

Speakers
James Moade
Director, Global Digital Marketing
MEAD JOHNSON


12:15
Luncheon for Conference Attendees


1:30

How are Physicians Using Mobile Technology and How You Can Connect With Them in This Space

  • How MDs are getting drug updates, journal summaries, clinical trial results and other up-to-the-minute information by specialty on their mobile phones
  • Examine the full breadth of information resources that a physician needs including clinical, drug and lab guide
  • Explore all of the current resources found in the mobile toolkit for docs: clinical, drug and lab guides; formulary information, tools and calculators, news, medalerts, and dynamic content channels, Free CME, prescribing tools, guidelines and evidence based information

Speaker

Joe Klein
Chief Commercial Officer
ePocrates


2:15

Beyond the App: How to Mobilize Your Clinical Communications Strategy

•    Over the next 5 years, smartphones will become the preferred device over traditional mobile phones, representing 90% of users in 2015, up from 20% today . What’s more, we are seeing explosive growth in MB usage .
•    Our market is evolving rapidly, with HCPs using smartphones in record numbers.  Recently, industry analysts have confirmed that more than 72% of HCPs now own a smartphone  and 95% of those are using their phones to access medical information via the Web.   In addition, we have seen a significant decrease in the effectiveness of traditional methods of promotion, including speaker bureau programs.  Given these changing dynamics, we all have to apply our resources in a more efficient and effective manner.
•    Mobile is a new channel for brands to communicate with physicians
and for physicians to communicate with the brand when, where, and how they want to.
•    Integrated effectively into your marketing mix, mobile can increase the quality of and frequency of interactions with priority targets.
•    Beyond apps, mobile technology can be leveraged to drive new patient starts, enhance promotional programs and drive reach and frequency immediately.

SPEAKER
Jeff Keller
SVP and General Manager
MMEG

3:00
NETWORKING & REFRESHMENT BREAK


3:30

Consumers’ Use Of Mobile Is Rapidly On The Rise And is Increasingly Becoming A Central Part Of Their Everyday Lives-How Can This Power Be Harnessed In Your Communications Strategy?

  • Learn the basics of how to engage consumers via the mobile channel
  • Boost ROI of advertising and promotional activities
  • Raise adoption of compliance and retention programs by adding mobile applications to patient communications
  • Why mobile isn’t just for younger generations
  • What are the regulatory restrictions surrounding mobile marketing?
  • Why it is essential to make your program opt-in only?

Speaker
Marc Salzo
Associate Director, Consumer Marketing
BOEHRINGER INGELHEIM


4:15
Conclusion of Mobile Day