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Key Sessions

Jim DeMaioribus

People Eliminate Rationally but Buy Emotionally

Aqua Pharmaceuticals

Dekel Gelbman

Artificial Intelligence, Facial Analysis and Genomics Partner for Precision Medicine

FDNA

Stefan Tornquist

The Future of Digital and Marketing

Econsultancy

Suzanne Barston

Speak Softly and Carry a Big Narrative: When Quiet Stories Speak the Loudest

AbbVie

Bharti Rai

Why Digital Needs a Data Plumber, Maybe Even More Than a Marketer, Agency or Analytics

Bayer U.S.

Marc Iskowitz

Disruption Preparedness for Brands

MM&M

Theo Bennett

Using Google Analytics to Explore the Real User Journey

MoreVisibility

Magdalena Schoeneich

The Future of Pharma Marketing and Patient Experience Through Innovation

Takeda Pharmaceuticals

Mar 23
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8:00am - 9:00am

Round Table Breakfast

Facilitated by Econsultancy 

more
Showing of Streams
11:00am - 11:30am

Networking Break

Showing of Streams
12:30pm - 1:30pm

Networking Lunch

Showing of Streams
3:30pm - 4:30pm

Conference Concludes

8:00am - 9:00am 60 mins
Round Table Breakfast
more

Facilitated by Econsultancy 

9:00am - 9:45am 45 mins
Main Stage Keynotes
People Eliminate Rationally but Buy Emotionally
  • Jim DeMaioribus - Chief Marketing Officer, Aqua Pharmaceuticals
more

When David Ogilvy decided to write his iconic book; Oglivy on Advertising, he felt that marketers were relying too much on technology and not enough on content. That was decades ago. Today, content is still important.

We will explore connecting with customers rational side to avoid elimination and also connecting with their emotional side to facilitate the buying decision. Building true brand loyalty comes when a customers attaches their personality to your brand.

9:45am - 10:15am 30 mins
Main Stage Keynotes
Artificial Intelligence, Facial Analysis and Genomics Partner for Precision Medicine
  • Dekel Gelbman - Chief Executive Officer, FDNA
more
10:15am - 11:00am 45 mins
Main Stage Keynotes
The Future of Digital and Marketing
  • Stefan Tornquist - VP of Research, Econsultancy
more

The pace of change in marketing over the last decade was unprecedented, but there's no let up in sight. More than 75% of leading brands believe that the rate of change in consumer behavior, marketing and technological innovation will only increase through 2025.

Based on research conducted in Q1 of 2018, this session will present top pharma/healthcare specific findings on the future of digital and the future of marketing itself.

- The forces driving and thwarting digital transformation

- The characteristics of brands that are transforming successfully and outperforming the average

- The cross-divisional demands of true customer experience driven marketing

- The role of artificial intelligence in driving custom experiences

- How digital assistants will evolve from toys to tools and the fundamental impact on how brands communicate with customers

11:00am - 11:30am 30 mins
Networking Break
11:30am - 12:00pm 30 mins
Think Like a Patient!
Speak Softly and Carry a Big Narrative: When Quiet Stories Speak the Loudest
  • Suzanne Barston - Corporate Journalist, AbbVie
more

Pharma has embraced content strategy, with sophisticated storytelling devices popping up on corporate and brand websites and all over social media. For most content teams, it’s all about the metrics – and to make these numbers rise, we depend on the science of SEO and put best practices ahead of good writing. Internal pressures push us to put paid efforts behind shiny new content and praise vanity metrics over true impact. Complicating things further, patients and external audiences are more media savvy than ever. They can smell the complexity of marketing behind our best efforts; taste the inauthenticity in our paid influencer communications.

By turning our focus onto the narrative– the why’s instead of the what’s, the people instead of the business, the art over the data –our messages can better reach hearts and minds, not just eyeballs. In this session, we’ll examine how unbranded, journalistic content boosted a company’s reputation in a tangible way, despite less-than-perfect metrics, and show how in the end, authentic storytelling is worth more than SEO.

11:30am - 12:00pm 30 mins
Working the HCP Channel
“WOW” Your HCPs: A Look at 7 Wildly Creative Digital Platforms
  • Michael Banks - President, The Doctor's Channel
more

Presented by Doctors Channel

Review developing trends in digital consumption

Understand current best practices in digital delivery

Experience how pharma companies can use virtual reality (VR) augmented reality (AR), virtual worlds and more.

Develop spectacular content that inspires and delights your customers

12:00pm - 12:30pm 30 mins
Think Like a Patient!
Analytic Analysis to Accelerate Your Digital Strategy: Case Study
  • Erik Poole - Director of Digital Strategy and Products, Zoetis
  • Mitchell Wegner - eCommerce and Digital Marketing Specialist, Zoetis
more

Erik Poole, Director of Product, Digital Marketing, Zoetis 

Mitchell Wegner, eCommerce and Digital Marketing Specialist, Zoetis 

12:00pm - 12:30pm 30 mins
Working the HCP Channel
Why Digital Needs a Data Plumber, Maybe Even More Than a Marketer, Agency or Analytics
  • Bharti Rai - Chief Commercial Data Officer, Business Insights, Bayer U.S.
more
12:30pm - 1:30pm 60 mins
Networking Lunch
1:30pm - 2:15pm 45 mins
Main Stage Keynotes
Disruption Preparedness for Brands
  • Marc Iskowitz - Editor in Chief, MM&M
more
2:15pm - 3:00pm 45 mins
Main Stage Keynotes
Using Google Analytics to Explore the Real User Journey
  • Theo Bennett - Analytics Evangelist , MoreVisibility
more

Google Analytics, by default, collects and reports on data in aggregate and while it provides user based dimensions; "users" In Google Analytics are not users at all. In this session, we will show you the pitfalls of a "default" Google Analytics deployment and how to gain insights into real users and their journey from prospect to customer. After this session; you'll walk away with an understanding of what action to take action to improve your bottom line.

3:00pm - 3:30pm 30 mins
Main Stage Keynotes
The Future of Pharma Marketing and Patient Experience Through Innovation
  • Magdalena Schoeneich - Global Head of Takeda Digital Accelerator, Takeda Pharmaceuticals
  • Sara Taylor - Research, MIT Media Lab
  • Craig Ferguson - Game Designer and Developer, MIT Media Lab
more

Looking at the ways to engage children and young adults for an extensive period to educate them on the critical public health issues and, compliantly, gather insights regarding their behaviors.

The team developed a mobile video game platform that is merged with a safe data collection tool that has a potential to provide for a nonintrusive, and engaging market research, insight generation and or online community development tool. In-game incentives to play are linked to the thematic engagement tasks that can be customized based on the desired outcomes – e.g., answering questions, watching videos, reading a paragraph, etc.

Additionally, we are exploring deploying the application into the third world countries to address public health issues. In such scenario, the incentive system in the game is being linked to each child’s educational progress.

The game (currently called “The Guardians”) is being modeled/is a hybrid after the two most successful concepts in the gaming industry: agile gaming and pet collection.

By the time of the conference, we will be able to share a completed preference market research study, and an observational six week experiment with kids on the engagement metrics vs. traditional approaches

3:30pm - 4:30pm 60 mins
Conference Concludes