Agenda

Day One | Monday, February 25, 2019
8:00AM
REGISTRATION AND CONTINENTAL BREAKFAST
8:30AM
CHAIRPERSON’S OPENING REMARKS
David Reim, Chief Product Officer, DMD
9:00AM
OPENING KEYNOTE: TREAT PATIENT DATA LIKE A PATIENT
  • Define real life respect in online engagements
  • Focus on using data to provide assistance and reduce friction
  • Tailor your campaigns for the right platform to capture intent
  • Understand privacy regulations when collecting and using patient data
Cozi Namer, Marketing Manager, Google AI: Healthcare, GOOGLE
9:45AM
Panel Discussion SEGMENT AND QUANTIFY MARKETING CAMPAIGNS

During this assembly, the expert speaking faculty will delve into objectives and discuss the importance of gathering firstparty data to segment, measure, and monitor various marketing campaigns from initiation, execution, and evaluation. Attendees will learn how to define expectations and continually measure the success of a campaign to ensure effective messaging created and implemented.

  • Use benchmarks for social tracking to efficiently track the progress of marketing campaigns
  • Proactive planning of how data will be utilized to fulfill objectives to ensure the effectiveness of campaigns
  • Expand reach by tracking metrics and micro-targeted campaigns to unlock the key to undiscovered revenue sources
  • Discover how to maximize the use of first-party data and best practices from acquisition through adherence and loyalty
  • Understand why data matters, how to use it, and best practices for data segmentation of high-value patients
Moderator:

David Reim, Chief Product Officer, DMD

Panelists:

Yael Jones, Director, Patient Digital Experience, GSK
Brandon Porter, Manager, Patient Digital Experience and Innovation, GSK
Erica Puntel, U.S. Communications Lead — Digital, UCB

10:45AM
NETWORKING BREAK
11:15AM
Case Study FROM THEORETICAL TO APPLICATION: SOCIAL LISTENING FOR PATIENT ENGAGEMENT
  • Increase patient engagement through social listening and market research
  • Use and understand social analytics in your patient engagement efforts
  • Be aware of GDPR regulations when collecting data from social networks
Mary Chi Michael, Vice President, Patient Advocacy and Stakeholder Management, OTSUKA AMERICA PHARMACEUTICAL
12:00PM
Panel Discussion DESIGN A PROACTIVE PLAN FOR PUBLIC RELATIONS CRISES
  • Establish optimized resources for customers to allow for quick, effective responses
  • Develop a “playbook” for use in a crisis that is reproducible in various circumstances
  • Understand what has changed in terms of how we are thinking about crisis preparation today
Moderator:

David Reim, Chief Product Officer, DMD

Panelists:

Holly Campbell, Deputy Vice President, Public Affairs, PHRMA
Allyson Funk, Head of U.S. Communications and Public Relations, UCB

12:45PM
NETWORKING LUNCHEON
1:45PM
DEVELOP EFFICIENT PROCESSES FOR DESIGNING TACTICAL CAMPAIGN APPROACHES
  • Learn the best-in-class tools to improve campaign cycle time to market
  • Create a playbook that is adaptable to a variety of campaigns
  • Adapt marketing campaigns and create tactical approaches in targeting specific niche groups with clear leads and goals
Kimberly Coleman Clotman, Senior Director, Marketing, NABRIVA THERAPEUTICS
2:30PM
UNLOCKING THE ONLINE BEHAVIOR OF PHYSICIANS
  • The importance of content consumption preferences in driving valuable engagements with physicians
  • Why online behavior measurement is the key to successful relationship building
  • How to take HCPs on a brand journey by leveraging not just behavioral data, but unique behaviors
Dale Benner, Senior Director, Product Management, DMD
3:15PM
NETWORKING BREAK
3:45PM
DEVELOP MARKETING STRATEGIES FOR SUCCESSFUL PAYER PARTNERSHIPS
  • Develop brand/product attributes and develop a framework to create value and target potential payer contracts
  • Establish payer-specific campaigns that positively affect payers’ behaviors while maintaining alignment with your physician messaging
  • Focus messaging to convey a product’s unique value to payers and differentiate from competitive brand messaging
Meredith Hein, Senior Director, Marketing – Managed Markets, WALGREENS
4:30PM
Executive Panel CREATIVE APPROACHES TO ENHANCE TRADITIONAL MARKETING EFFORTS FOR PATIENTS

Creative marketing strategies are essential in differentiating your campaign message from the clutter of advertisements patients are exposed to on a daily basis. This panel will discuss the best practices in creative communication strategies for patient engagement, including:

  • Develop social media engagement to facilitate connections to your organization and message
  • Find the right partners to connect your messaging to a cause, social justice issue, hospital platform, or patient advocacy group
  • Create marketing communications that engage and educate patients to advance developments
  • Discover the progress made through patient-centric marketing efforts
Moderator:

David Reim, Chief Product Officer, DMD

Panelists:

Claudia Bujold, Vice President, Marketing, REATA PHARMACEUTICALS
Mary Chi Michael, Vice President, Patient Advocacy and Stakeholder Management, OTSUKA AMERICA PHARMACEUTICAL
Kimberly Coleman Clotman, Senior Director, Marketing, NABRIVA THERAPEUTICS
Russel Senyk, Director of Marketing, US Markets, Luye Pharma International

5:30PM
DAY ONE CONCLUDES
NETWORKING RECEPTION
Day Two | Tuesday, February 26, 2019
DIGITAL INNOVATION TRACK
GLOBAL STRATEGY AND CAMPAIGNS TRACK
8:00AM
REGISTRATION AND CONTINENTAL BREAKFAST
8:30AM
TRACK CHAIRPERSON OPENING REMARKS
Shira D’Erasmo, Head of Communications, HUMANA HEALTHCARE SERVICES
TRACK CHAIRPERSON OPENING REMARKS
Matthew Smith, Global Lead, Strategy, Digital Operations, PFIZER
8:45AM
DESIGN, DEVELOP, AND DEPLOY SOCIAL MEDIA CAMPAIGNS WITHIN THE PROPER REGULATORY CONSTRUCTS
  • Establish a roadmap for social media capability for your organization while monitoring regulations
  • Explore how “step innovation” can lead to achieving the desired campaign and organizational results
  • Drive the social media agenda for the commercial organization across brands and countries while understanding various regional capabilities and guidelines
Priya Venkataraman, Global Social Media Capability Lead, BRISTOL-MYERS SQUIBB
Case Study EXCEDRIN: CREATING A GLOBAL-DRIVEN CAMPAIGN
  • Understand how connecting with and impacting your consumer can differentiate your brand in the marketplace
  • Develop a toolkit within your strategic plan to generate above-market growth
  • Understand the success Excedrin had by “getting to know the consumer” on a global level
Judy Berei, Excedrin Global Brand Lead, GSK CONSUMER HEALTHCARE
9:30AM
GROW BRAND AWARENESS AND MANAGE BUDGETS THROUGH DIGITAL CAMPAIGNS
  • Create a digital strategy for mature brands by developing content with a clear call to action that aligns to what customers find relevant and critical
  • Use regional KOLs and marketing metrics to monitor the cost of your digital campaign
Santos Torres, Jr., MBA, Director of Marketing, US Pharmaceuticals, BAUSCH & LOMB
CREATE A LAUNCH ROADMAP AT A GLOBAL, REGIONAL, AND AFFILIATE LEVEL
  • Acquire deep customer insights and differentiate through messaging, post-launch data, and services
  • Understand payer value drivers to align brand strategy with market access realities
  • Ensure appropriate resource allocation through forecasting, benchmarks and scenario planning
  • Optimize the marketing mix to support market shaping and brand promotion
  • Build a high-functioning launch team to ensure excellence in execution
Eddine Maïza, Global Brand Lead – Rheumatology, SANOFI GENZYME
10:15AM
NETWORKING BREAK
10:45AM
Case Study INNOVATIVE APPROACH TO INTEGRATING PRIMARY RESEARCH AND SOCIAL LISTENING TO UNCOVER PATIENT INSIGHTS
  • Discuss role of social listening to uncover real-world insights and unmet needs to develop winning brand strategies
  • Leverage patient journey primary research results to identify deep customer insights to inform brand strategy
  • Understand the opportunities and challenges associated with digital patient engagement in order to effectively capture and analyze patient data
Neal Wolff, MBA, Senior Director, Marketing, NEVAKAR, INC.
ENGAGE PATIENTS VIA SOCIAL MEDIA IN COMPLIANCE WITH INTERNATIONAL GUIDANCE AND REGULATIONS
  • Navigate the jurisdictional restrictions that complicate patient engagement via social media
  • Examine the risks associated with, and responsibility for, user-generated content and the lack of detailed regulatory guidance
  • Outline practical considerations including pharmacovigilance, monitoring, content solicitation, access to information, and getting better at data security
Daniel Zavodnick, Head of U.S. Legal Department, Senior Associate General Counsel, KEDRION BIOPHARMA
11:30AM
NETWORKING LUNCHEON
12:30PM
BEST PRACTICES AND LESSONS LEARNED WORKING WITH A SPOKESPERSON FOR BRANDED AND UNBRANDED CAMPAIGNS
  • Discover the value that a spokesperson can contribute to branded and unbranded campaigns by maximizing the potential of their experience and network
  • Be proactive about your spokesperson program and process by understanding time commitments
  • Optimizing your spokesperson’s motivation and support of brand messaging
  • Creative strategies and out of the box roles using a spokesperson to amplify your messaging
Roshini Raj, M.D., Associate Professor, Medicine, NYU, Media Personality; Co-Founder, TULA
1:15PM
KEY CRITERIA FOR MAKING THE RIGHT AGENCY SELECTION
  • Discover the keys to a successful, collaborative relationship
  • Understand proper due diligence must be conducted to find an agency that aligns with your goals and understands the needs of your product.
  • Employ clear communication techniques and provide two-way feedback to assist in aligning goals
Brian Peters, Vice President, Sales and Marketing, MEDAC PHARMA
2:00PM
CHAIRPERSON’S CLOSING REMARKS
2:15PM
CONFERENCE CONCLUDES

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