Agenda

Day One | Monday, February 25, 2019
8:00AM
REGISTRATION AND CONTINENTAL BREAKFAST
8:30AM
CHAIRPERSON’S OPENING REMARKS
9:00AM
OPENING KEYNOTE: ELEVATE YOUR USE OF PATIENT DATA WHEN MAKING CAMPAIGN DECISIONS
  • Use patient data to make informed campaign decisions with personalized, targeted messaging
  • Analyze data to increase conversion rates by focusing on the most engaged patients
  • Understand privacy regulations when collecting patient data
  • Elevate the use of your data by determining the marketing channel that attracts the most engaged patients at the right time
Cozi Namer, Healthcare Industry Development Lead, 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
Panelists:

Yael Jones, Director, Patient Digital Experience, GSK
Erica Puntel, U.S. Communications Lead — Digital, UCB PHARMACEUTICAL

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
Alexis Denny, Director of Government Affairs, PKD FOUNDATION
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
Panelists:

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

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
Case Study BETTER TOGETHER — CREATING A MENTAL HEALTH MOVEMENT
  • Use strategic and creative marketing/communication efforts to change the narrative around mental health disorders
  • From awareness to action: Create messaging that does more than spread awareness, providing useful resources for young adults
  • Find the right partners for the movement who believe in a shared outcome
Lucy Abreu, Director of Corporate Communications, OTSUKA AMERICA PHARMACEUTICAL, INC.
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
Panelists:

Grace Ann Arnold, Senior Director, Communications Business Partner – Teva Global Operations, TEVA PHARMACEUTICALS
Kimberly Coleman Clotman, Senior Director, Marketing, NABRIVA THERAPEUTICS
Claudia Pela, Vice President, Marketing, REATA PHARMACEUTICALS
Stephen Ranjan, Vice President, Franchise Lead, ROCHE DIABETES CARE

5:30PM
DAY ONE CONCLUDES
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
Matt Smith, Global Lead, Strategy, Digital and Operations, PFIZER
8:45AM
Opening Keynote THE FUTURE OF DIGITAL MARKETING
  • Combine inbound and outbound marketing to further integrate global digital campaigns
  • Create a cohesive medley of technology platforms by utilizing various social media outlets and CRM tools
  • Explore the opportunity to combined artificial intelligence with content personalization to unlock various marketing opportunities
  • Adapt to the era of personalization in digital marketing to target and captivate customers on an individual level
Opening Keynote DESIGN BRAND MESSAGING FOR GLOBAL MARKETS
  • Translate your brand messaging and modify communication channels to increase effectiveness in various global regions
  • Ensure your message is still unique and compelling in a global market
  • Conduct high-level qualitative research to ensure the values and benefits perceived by global markets
Grace Ann Arnold, Senior Director, Communications Business Partner – Teva Global Operations, TEVA PHARMACEUTICALS
Wendy Kouba, Vice President, Brand and Communications – Teva Global Operations, TEVA PHARMACEUTICALS
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
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
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.
DEVELOP A GLOBAL PRODUCT LAUNCH MARKETING STRATEGY
  • Differentiate product through messaging, post-launch data, and services that complement each global region’s needs.
  • Adjust global marketing communications strategy to the needs of the marketplace
  • Develop impactful messaging for your launch that is both unique and diverse
  • Create a network of thought leaders from various regions ĥĥ Produce plans for resource allocation for rapid sales increases

If you are interested in sponsorship opportunities and speaking on this topic, please contact Jayson Mercado at jmercado@exlevents.com.

11:30AM
Case Study CREATING CONNECTIONS: REACH YOUR MARKET THROUGH SOCIAL MEDIA CHANNELS
  • Use tools like Facebook, Instagram, and LinkedIn to engage with consumers and physicians
  • Understand laws and regulations for safe social media use
  • Design effective messaging for each social media platform
Christopher Frates, Director, Corporate Communications, INTERCEPT PHARMACEUTICALS
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, usergenerated 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
Dan Zavodnick, Head of U.S. Legal Department, Senior Associate General Counsel, KEDRION BIOPHARMA
12:15PM
NETWORKING LUNCHEON
1:15PM
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
2:00PM
USE EXPERIENTIAL MARKETING TO ELEVATE YOUR BRAND POSITIONING
  • Acknowledge your patient as a customer by creating one-on-one consumer experiences that elevate the brand value
  • Differentiate from product-centric marketing to provide consumers with the association of your brand with a positive experience
  • Understand how experiences can elevate brand messaging and consumer associations

If you are interested in sponsorship opportunities and speaking on this topic, please contact Jayson Mercado at jmercado@exlevents.com.

2:45PM
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
3:30PM
DISTRIBUTED LEDGERS AND WHAT THEY MEAN FOR PHARMA
  • Understand the broader landscape of distributed ledger technologies and the role that these standards could contribute to marketing developments
  • Evaluate the challenges in distributed ledgers in relation to development and adoption of the marketing technology for end-users
  • Discuss how digital identity management can foster an end-user trust in this technology
Amit Pherwani, Former Director Digital Marketing, NOVO NORDISK
4:15PM
CHAIRPERSON’S CLOSING REMARKS
4:30PM
CONFERENCE CONCLUDES

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