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Key Sessions

Ann Handley

The Big, Bold, Brave New World of Content & Storytelling

MarketingProfs

Matt Lasmanis

Pharma Marketing: Best Practices for Modern Business Strategy

GSK USA

Melissa Thompson, MBA

Patients: The Most Underutilized Resource in Healthcare

Memorial Sloan Kettering

Amy West

How to Generate Value Through Operational Innovation from Development and Beyond

Novo Nordisk

Sandra Velez

Engaging Customers with Relevant Digital Content

Merck

Emmanuel Fombu, MD

The Future of Healthcare: Man and Machine Partnering for Better Outcomes

Novartis

Jim Boushie, MBA

Synchronized HCP and Consumer Campaigns: At the Point of Care and Beyond

Boehringer Ingelheim Pharmaceuticals, Inc.

Dan Tierno

Virtual Safety and Efficacy: How Clinical Trials Executed with Virtual Subjects Have The Power To Transform Rare Disease Drug Development

Bayer U.S.

Joseph Shields

Designing Patient Services that Scale

AstraZeneca

Chris Gish

NPP = New Personal Promotion

Sunovion Pharmaceuticals

Mar 21
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8:00am - 9:00am

Registration and Networking Breakfast

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Showing of Streams
Showing of Streams
12:50pm - 1:50pm

Networking Lunch

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Showing of Streams
3:25pm - 3:55pm

Networking Break

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Showing of Streams
4:55pm - 5:55pm

Cocktail Reception

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8:00am - 9:00am 60 mins
Registration and Networking Breakfast
9:00am - 9:10am 10 mins
Main Stage Keynotes
Opening Remarks
9:10am - 9:40am 30 mins
Info
Main Stage Keynotes
The Big, Bold, Brave New World of Content & Storytelling
  • Keynote Presenter Ann Handley - Chief Content Officer, MarketingProfs

Content marketing and storytelling offer a vast opportunity for all industries. Even pharma. (Especially pharma!)

But in an era of content abundance and channel overload, with possibilities everywhere, always and all the time… how should our industry react? How should we embrace the opportunity while also being mindful of regulation, accountability, and (most of all) credibility and trust?

How do we inspire our teams to create more robust, effective, credible marketing?

How do we up the quality of what we are producing? (And how do you define “quality,” anyway?)

How do we transform the mantra for “more content!” into smart reflection, better content, and honest empathy?

Ann will challenge you to rethink your content and your marketing to make it truly drive business for your organization.

And she'll remove the pressure to do everything, all the time by helping you focus on what truly matters.

Are you ready to be Bigger, Braver, and Bolder?

9:40am - 10:10am 30 mins
Info
Main Stage Keynotes
Pharma Marketing: Best Practices for Modern Business Strategy
  • Keynote Presenter Matt Lasmanis - Vice President and Chief Information Officer, GSK USA

The healthcare industry is going through a lot of change, particularly the pharmaceutical sector. Societal expectations are evolving and pressure is growing to rethink the status quo and embrace the future with convenient, on-demand, digital access to information and services. Learn how GSK is embracing this challenge and modernizing its business model on a global scale.

10:10am - 10:40am 30 mins
Main Stage Keynotes
Networking Break
10:40am - 11:10am 30 mins
Info
Main Stage Keynotes
Patients: The Most Underutilized Resource in Healthcare
  • Speaker Melissa Thompson, MBA - Patient Advisor, PFACQ, Memorial Sloan Kettering

Patients will shape the design, delivery and business models in healthcare across settings and mechanisms

The key points below will be illustrated through real-life examples in which patients changed the paradigm of healthcare in settings from Memorial Sloan Kettering’s health informatics to Pharma-driven government affairs’ ability to improve access to therapeutics.

 

Key points

  • Meet patients where they are, do not expect them to come to you -
  • Fit into the systems in which patients operate
  • The strongest companies will partner, with individuals and with other organizations
  • There is no substitute for authenticity; listen authentically
  • Include patients from concept through deployment and pull-through implementation
11:10am - 11:40am 30 mins
Info
Main Stage Keynotes
How to Generate Value Through Operational Innovation from Development and Beyond
  • Amy West - Senior Director, Patient Marketing & Digital Health Innovation, Novo Nordisk
  • Steve Kimm - Vice President Strategy, Evolution Road
  • Learn from the Insider’s view of driving innovation in a leading pharmaceutical organization. What works, what doesn’t, what takes too long, how to pivot an organization’s approach and culture related to change, innovation and digital health.
  • Hear a view of the future of pharma and how digital health will be a key driver of transformation in our industry
11:40am - 11:50am 10 mins
Think Like a Patient!
Track Chair: Opening Remarks
  • Jack Barrette - Chief Executive Officer and Founder, WEGO Health
11:40am - 11:50am 10 mins
Working the HCP Channel
Track Chair: Opening Remarks
  • Sandra Velez - Content Strategy Leader, Customer Engagement Center of Excellence, Merck
11:40am - 11:50am 10 mins
Innovation: Fueling Your Future
Track Chair: Opening Remarks
  • Mohammed Ali - Global Head, Digital Development, Global Clinical Operations, Boehringer Ingelheim Pharmaceuticals
11:50am - 12:20pm 30 mins
Info
Think Like a Patient!
Why the “why” matters in multi-channel patient marketing campaigns
  • Daniella Koren - CEO, Arches Technology

Daniella will discuss the importance of establishing the “why” behind your patient marketing campaigns, and how using a variety of marketing channels fits into the overall omni-channel experience for patients. Learn how to maximize your marketing efforts and create relationships with your audience through the use of diverse marketing channels, as you understand the strengths and weaknesses of each.

11:50am - 12:20pm 30 mins
Info
Working the HCP Channel
Engaging Customers with Relevant Digital Content
  • Sandra Velez - Content Strategy Leader, Customer Engagement Center of Excellence, Merck
  • Developing a Digital Marketing Strategy
  • Identifying relevant digital content offerings
  • The role of a digital destination
  • Building Digital Customer Engagement Plans
  • Tracking results and optimizing
11:50am - 12:20pm 30 mins
Info
Innovation: Fueling Your Future
The Future of Healthcare: Man and Machine Partnering for Better Outcomes
  • Emmanuel Fombu, MD - Physician, Entrepreneur, Digital Health Advocate, Healthcare Executive, Medical Futurist, Novartis

Global healthcare is at a crossroads.

People are living longer lives, but they’re suffering from more and more preventable and manageable diseases. The burden of lifestyle related illness has driven up the cost of healthcare to unsustainable levels as innovations in technology and medicine are enabling people to live longer. Clearly, there is a need for a new approach as healthcare budgets are already at breaking point. The cost of research and development is spiralling out of control and clinicians are too pushed for time to give individual patients the attention they deserve. The astronomical amount of clinical data published monthly and yearly is too much for the average clinician to absorb.

Meanwhile, artificial intelligence, big data, machine learning, the Internet of Things and wearable technology are revolutionizing the way that we look at healthcare. These new technologies are fusing the digital, physical and biological worlds, disrupting all economies, industries, and even challenging the notion of what it means to be human. Across the globe, we're starting to move towards a more holistic, value-based model of healthcare in which every patient is treated as the unique individual that they are.

The future of healthcare is coming. This is what it looks like.

12:20pm - 12:50pm 30 mins
Info
Think Like a Patient!
Developing and Executing Pharma Sponsored Patient Engagement Programs in Partnership with Health Plans and Specialty Pharmacies
  • Srdjan “Serge” Loncar - President & CEO, CareSpeak Communications
  • Daniel McBride - Vaccines Digital Health, Merck
  • Chris DiCostanzo - SVP Marketing & Product Development, CareSpeak Communications, Inc.
  • Darrik Erikstrup - Product Manager, Community and State, UnitedHealthcare

CareSpeak CEO, Serge Loncar will moderate a panel of executives from Merck, United Healthcare and CareSpeak who collaborated on a cross-company patient engagement and adherence program. The panel will share lessons learned and best practices.

12:20pm - 12:50pm 30 mins
Info
Working the HCP Channel
Synchronized HCP and Consumer Campaigns: At the Point of Care and Beyond
  • Jim Boushie, MBA - Director, Respiratory Marketing, Boehringer Ingelheim Pharmaceuticals, Inc.
  • David Laros - Vice President Analytics and Commercial Effectiveness, Aptus Health

Learn how  BI's innovative approach to engaging HCPs, patients, pharmacists through a sophisticated, data-driven, geo-targeted mobile campaign helps drive brand awareness. In collaboration with Aptus Health, BI’s team uses frequency, location, purchase history, psychographic intelligence – plus Aptus Health’s proprietary predictive models – to engage concentrations of target audiences with contextually relevant messages at the clinic, pharmacy, gym, and other key moments.

12:20pm - 12:50pm 30 mins
Info
Innovation: Fueling Your Future
The Doctor (Data) Is In: Lessons Learned About Digital HCP Campaign Measurement
  • Ira Haimowitz - Vice President, Product Strategy, Crossix Solutions
  • Laura Glotzbach - President, LGS Marketing Services
  • Deb Nevins - Senior Associate Director, NPP Lead, Jardiance Brand Team, Boehringer Ingelheim Pharmaceuticals

The current digital landscape allows agencies and brands to reach healthcare professionals (HCPs) across a variety of display, mobile, and video platforms via both professional and personal devices. Join Crossix and our agency partner as we discuss the evolution of HCP measurement and share real-world results from optimized HCP campaigns conducted in Q4 2017

12:50pm - 1:50pm 60 mins
Networking Lunch
1:50pm - 1:55pm 5 mins
Think Like a Patient!
Track Chair Remarks
  • Jack Barrette - Chief Executive Officer and Founder, WEGO Health
1:50pm - 1:55pm 5 mins
Working the HCP Channel
Track Chair Remarks
  • Sandra Velez - Content Strategy Leader, Customer Engagement Center of Excellence, Merck
1:50pm - 1:55pm 5 mins
Innovation: Fueling Your Future
Track Chair Remarks
  • Mohammed Ali - Global Head, Digital Development, Global Clinical Operations, Boehringer Ingelheim Pharmaceuticals
1:55pm - 2:25pm 30 mins
Info
Think Like a Patient!
You Earn the Right to Sell: Regain Access with Relevant Content
  • Hans Riis - Content Strategist, Customer Strategy and Innovation, Merck & Co., Inc.
  • Martin Kovach - Global Content and Creative Evolution Lead, Merck & Co. Inc.

Your customer’s world does not evolve around your product! Their personal and professional goals are more likely to be focused on the disease your product treats, scientific advances in the therapeutic category, and anything that can help them better treat their patients and advance their careers. What they usually don’t do, is sit around waiting for you to come sell your product to them.

Considering this, we need to better understand what our customers want and expect from us and others right now, and how that changes as they progress through their journey. Once we know that, we must deliver our content in a way that resonates. Doing this will allow us to reopen the doors that have been closing in recent years and ultimately earn the right to sell.

1:55pm - 2:25pm 30 mins
Info
Working the HCP Channel
EHR and Multichannel Marketing – Integrating EHRs Into a Digital Ecosystem
  • Chris Cullmann - Head of Digital, Ogilvy CommonHealth Worldwide, a WPP Health & Wellness company
  • Angelo Campano - Vice President, Customer Experience, EHR, Ogilvy CommonHealth Worldwide, a WPP Health & Wellness company

Current state of EHR• Adoption statistics and what it means for your brands• Traditional uses – EHR vs ePrescribing – how HCPs are using EHRs and how to connect with them throughout their workflow• Provider and patient journey – what are the various touchpoints before, during and after the point of care, and how do we make an impact at each juncture?Considerations for integrating EHR into digital strategy• Industry fragmentation – 600 platforms – how to get the most reach• Different vendors offer different services to pharma – how to navigate the complex landscape to deliver on brand objectives• Not all EHRs support ads – how to approach HCPs who are using these EHRs while still being mindful of their primary tool for decision support and ePrescribingContent strategy in EHR• Use other channels to inform EHR campaign – what is working/not working in other channels?• Lexicon – keep language consistent across channels; EHR material should not be developed in a silo• Tone – be mindful of the sanctity of the channel by providing useful information to help providers and patients along their journey, without being overly direct and challenging the HCP’s authorityEHR and data• Campaign data – difficult to get any NPI-level insights about campaign performance due to end-user agreements with HCPs and health systems• EHR data for sale – many data providers sell EHR data that, while not reflective of marketing campaign performance, can offer tremendous insights and can be cross-referenced against other data sources (medical/pharmacy claims, etc)Getting started• Make brand objectives the focal point – how is EHR going to solve a brand challenge?• Understand your stakeholders – EHR impacts provider, patient, and payer stakeholders, so make sure you are not keeping it in an HCP silo

1:55pm - 2:25pm 30 mins
Innovation: Fueling Your Future
Virtual Safety and Efficacy: How Clinical Trials Executed with Virtual Subjects Have The Power To Transform Rare Disease Drug Development
  • Dan Tierno - CI&A Strategic Implementation Manager, Bayer U.S.
2:25pm - 2:55pm 30 mins
Info
Think Like a Patient!
Designing Patient Services that Scale
  • Joseph Shields - Senior Director, Global Strategy & Innovation, AstraZeneca

Building patient services for multiple health conditions, patient segments or geographies requires a different mindset from the start. Learn how to build scaling considerations into the entire design, development, delivery and distribution processes for patient solutions.

2:25pm - 2:55pm 30 mins
Info
Working the HCP Channel
NPP = New Personal Promotion
  • Chris Gish - VP of US Sales, Sunovion Pharmaceuticals

The acronym “NPP” is ubiquitous and generally always means “Non Personal Promotion” as opposed to the “Personal,” field-based representative selling approach

The digital era has transformed the way HCP customers interact with pharmaceutical manufacturers. As HCPs have become more comfortable interacting digitally, the total number of field-based representatives is substantially lower today versus a decade ago

Though field-based selling teams have shrunk in the past decade, they won’t disappear as some have predicted. So long as there are new products coming to market, there will always be the need for face-to-face personal promotion with field-based selling teams

Pharmaceutical companies that leverage the best elements of personal and non-personal promotion will create a compelling model that is “New Personal Promotion”

2:25pm - 2:55pm 30 mins
Info
Innovation: Fueling Your Future
Case Study: Your Doctors Are Learning with Video Games. And It's a Win for Pharma.
  • Sam Glassenberg - Founder & CEO, Level Ex
  • Jason Vollen - Global Marketing Director, Baxter

As doctors grow tired of the traditional ways to acquire knowledge, they're embracing innovative tools such as medical video games. These new options can advance their decision-making skills, and keep them current in their specialties using a fun and highly-visual format. Learn how Baxter has leveraged state-of-the-art effects and in-depth engagement tactics from video games to attract HCPs and change their dosing behavior through their partnership with Level Ex. This case study will review the objectives and results from the video game cases inside Level Ex’s Airway Ex app, designed to build anesthesiologists' confidence in dosing Suprane.

2:55pm - 3:25pm 30 mins
Think Like a Patient!
Leveraging Influencers, Social and Mobile to Create Brand Loyalty
  • Dante Gaudio - Senior Vice President, Healthline Media
2:55pm - 3:25pm 30 mins
Info
Working the HCP Channel
Creating Innovative Digital Marketing Programs: A Case Study
  • Amit Phull, MD - Vice President of Insights, Doximity
  • Kirk Keaffaber - Senior Marketing Director, Eli Lilly and Company

Dr. Amit Phull, Vice President of Physician Insights at Doximity, and Kirk Keaffaber, Senior Director of MCE at Lilly, discuss innovation in HCP marketing. They take a closer look at how Doximity partners with Lilly to execute innovative programs and ultimately improve the customer experience.

2:55pm - 3:25pm 30 mins
Info
Innovation: Fueling Your Future
Voice is the new experience: How to Meet Consumer Needs in an Evolving and Transformative World
  • Murray Izenwasser - Vice President of Digital Transformation, AAJ Technologies

44 million voice assistants were sold last year. As this phenomenon grows and the lines blur between providers, payers, pharma and medical products, and retailers, how should you be preparing your organizations for this new experience? and what are the types of interactions users will be expecting?  We will take an interactive look at some, and open the discussion to understand how VUI is the new GUI.

3:25pm - 3:55pm 30 mins
Networking Break
3:55pm - 4:55pm 60 mins
Info
Main Stage Keynotes
Pharma Leaders Digital Prognosis
  • Moderator Jack Barrette - Chief Executive Officer and Founder, WEGO Health
  • Moderator Paul Ivans - Founder, President & CEO, Evolution Road Consulting
  • Panelist Judy Seward - VP Digital Strategy/Innovation, Pfizer
  • Panelist Patricia Brown - Executive Director, US Marketing, Merck & Co., Inc.
  • Panelist Thomas McCourt - Chief Commercial Officer and Senior Vice President, Ironwood Pharmaceuticals
  • Lisa Flaiz - Director, Multi-Channel Marketing, WW Digital Hub Lead, Bristol-Myers Squibb

Six top pharma thought leaders will share their visions for digital in 2018, the wins, the #fails, and the future of digital marketing, the State of ePharma overall, and new opportunities for partnership. From digital media spend to digital health moonshots, this panel is your treatment plan for successfully leveraging digital today, and over the years to come.

4:55pm - 5:55pm 60 mins
Cocktail Reception