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Pre-conference workshop Tuesday 22 September 2009
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| European regulatory strategies for digital marketing |
Objectives:
This practical and interactive session will provide
discussion and an informative update on the regulatory considerations for e-projects.
Your workshop leader:
 Steven is a recognised specialist in healthcare sales and marketing compliance and author of “The Code Explained”.
During his 20 years within the industry, Steven developed a broad range of experience in sales, marketing, medical information and compliance roles, which he now utilises fully in his own company.
A life-long student, Steven is hoping to (finally) complete a Post-Graduate Diploma in Quality during 2009 and to add ‘Chartered Quality Professional’ alongside ‘Chartered Marketer’ on his business card.
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09.00 | Registration and coffee
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09.30 | Working in the digital space; do's, don’ts and possibilities
• What does the European (EFPIA) Code
allow?
• What are the other regulations we need to
consider?
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10.30 | Morning tea
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11.00 | European vs. local activity
• What are the national quirks?
• What to watch out for when adapting campaigns
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12.00 | Lunch
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13.00 | Compliance and complaints
• What do the authorities and the company signatories look for?
• Who has jurisdiction to decide whether something is compliant?
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14.00 | Afternoon tea
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14.30 | Regulations and social media
• Why are some companies more cautious than others?
• Will pharma ever sponsor online discussion groups?!
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16.00 | Close of workshop
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Day One Wednesday 23 September 2009
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08.00 | Registration & coffee
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08.50 | Opening remarks from the chair
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09.00 | Keynote: How does eMarketing fit into the pharma big picture?
• Changes in the environment and in customer behaviour
• The opportunities to open new communication channels
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09.30 | What does the multi-channel enabled pharma company look like?
- Is it a state of regulation or a state of mind?
- Rules or resources? Are we playing catch up or leap frog?
- Think local act global in building a better mousetrap
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| | Paul Dixey, Managing Partner, BlueLight Partners LLP, United Kingdom
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10.00 | Speed networking
 Fun, high speed breaks in the conference
day for making new contacts and exchanging details. Make sure you bring plenty of business cards!
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10.30 | Morning tea
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| REGULATORY REVIEW |
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11.00 | Keynote: Digital marketing and the ABPI Code of Practice for the pharmaceutical industry
• Updates to the code – how do they impact your marketing activities?
• Guidance on avoiding potential code breaches
• Lessons learnt
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11.30 | Can the current regulations support a truly innovative digital communication campaign? Experiences and lessons learnt.
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| | Confirmed: Jean Samuel, Compliance Director, Schering Plough, United Kingdom Steven Gray, Consultant, Steven Gray Consulting, United Kingdom
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| ROI AND MARKETING STRATEGY |
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12.15 | Unification of online and offline marketing strategy for a successful campaign
• The best ways to organise teams – what should the profile be?
• Marketing practices and strategies for eMarketing
effectiveness
• How the budget should be controlled and where the best investment can be made
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| | Steve Jadhav, European Brand Manager, Astellas Europe, United Kingdom
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12.45 | Lunch
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13.45 | Establishing a link between promotional efficiency and
effectiveness
• Learn about the interaction between ROI, promotional sensitivities and channel effectiveness
• Find out if ROI measures are the sole factors determining the success of a promotional program
• What is the difference between promotional sensitivity and ROI?
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| | Hans Nagl, Director, Promotion Response Insight, Shire
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14.15 | Using eChannels for best brand ROI
• How to embed digital channels into your overall marketing campaign
• How should you evaluate your integrated approach?
• Long term brand plan and digital tactics
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| | Mark Drabble, Senior Brand Manager, Uro-oncology Division, Ferring Pharmaceuticals Ltd., United Kingdom
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14.45 | Keynote: Search Engine Marketing and beyond; strategic insights for the health care industry
• What happens in the World Wide Web concerning health care?
• How to connect at the relevant moment of truth
• The importance of efficient and targeted communication for future growth
• What new technologies are in place to allow personal, one-on-one conversation with your target consumer and physician?
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| | Jens Monsees, Industry Head, Consumer Good & Healthcare, Google Germany GmbH, Germany
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15.15 | Afternoon tea
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15.45 | The future for eMarketing; trends, challenges and opportunities
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| | Moderator: Paul Dixey, Managing Partner, BlueLight Partners LLP, United Kingdom Confirmed: Joseph Talanges, Marketing Director - Pharma, Europe, Middle East & Africa, Hospira UK Limited, United Kingdom Confirmed: Isabel Silva, Director, Global eMarketing, Merck & Co
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16.15 | Developing online global KOL communities
• Review of how selling, general & administrative (SG&A) expense constraints and increased ROI criteria are helping to fuel smart investments in web-portals
• Review of the market research needs definition process, web design, and functionality and KOL development for the new web-portal
• New web-portal architecture and initial feedback
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| | Joseph Talanges, Marketing Director - Pharma, Europe, Middle East & Africa, Hospira UK Limited, United Kingdom
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16.45 | "To Listen Well" – communicating with your customers
This discussion with PatientsLikeMe co-founder, James Heywood, and one of the company's partnering organisations will touch upon the following:
• Patients want to be your partners: why and how?
• How "Listening" is marketing
• The future in a world where patients connect
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| | René Hansen, Global Director Business Transformation, UCB Pharma S.A., Belgium
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17.30 | Closing remarks form the chair
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17.45 | Drinks reception
Hosted by Health Network. Join your peers and relax with a drink after a busy conference day.
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Day Two Thursday 24 September 2009
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08.00 | Registration & coffee
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08.50 | Opening remarks from the chair
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| PHYSICIAN MARKETING |
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09.00 | Proving eMarketing really works for your brands: case study for Asasantin Retard
• Viability and cost effectiveness of eMarketing as a channel
• What makes a successful eCampaign?
• Tailoring the eCampaign to your customer
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| | John Pugh, Director Corporate Communication / External Communication , Boehringer Ingelheim GmbH, Austria
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09.30 | Using eCRM for successful physician marketing
• Giving reasons to subscribe: best practices for motivating GPs
• Strategies to keep the community member interested and value to your newsletters
• Lessons for Product Managers: long term strategy vs. quick wins
• The do’s and don’ts of building eRelationships
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10.00 | Innovative tablet selling; the impact of combining the eChannels and sales force
• Innovative approach of utilising the latest technology for sales forces
• What are the benefits for the sales call and force?
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| | Simon Haliday, Group Product Manager , Baxter Healthcare Ltd, United Kingdom
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10.30 | Morning tea
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11.00 | Innovative ways of using eChannels to engage the consumer
• Identification / execution of innovative web activities: 2 case studies
• Integration of the web channel into the marketing mix: managing the process from a global / local perspective
• Continuous improvement process: assuring governance through a structured management model
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11.30 | ‘New media’ use in marketing: case study SMART on the move
• AstraZeneca Smart Roadshow - an innovative way of talking to healthcare professionals
• Use of digital in pre-event and at the event itself
• Results - the success of the project with qualified metrics
• The future - how digital is being used in other areas of pharma to communicate with patients and healthcare professionals
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12.00 | Lunch
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13.00 | Building your global brand with multimedia: engaging a global audience through the power of video communications
 Discover how to maintain consistency in multimedia communications across multiple regions- Know how to track and report success
- Understand how multimedia can compliment social media penetration
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13.30 | Review of health 2.0 sites; engaging and communicating
with patients
• Survey of several patient driven social networks and blogging platforms: their similarities and differences
• Rare Disease Patients' use of online communities for peersupport, self-reporting on quality of life indicators & treatments and for capacity building in understanding drug regulation
• Patient blogging in the context of rare diseases: an
opportunity for epidemiology? Data mining technology and the link to how research can benefit from patients' online chronicles
• Harnessing mainstream Web 2.0 tools such as YouTube, Twitter etc to enhance the patient's search for quality information
• Case study - Rare Disease Day 2009
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14.00 | Pharma and social media: the Garden of Eden or the
beginning of the end?
• Is social media really the holy grail of marketing in pharma, or just a new term marketers like to talk about at birthday parties?
• Is our audience getting smarter with all these new
technologies or losing their mind while multi-tasking?
• Is blogging the answer to obtaining transparency, or just an expression of complacency?
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14.30 | Afternoon tea
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15.00 | How to circumvent challenges and enter the goldmine of
social media and Web 2.0
• Web 2.0 - what happened to the 1st one?
• Social media & our target
• Tools available for pharma
• How to jump on the bandwagon in 10 steps
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| | Murat Tanoren, Corporate Health Services & Access Manager, Pfizer, Turkey
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15.30 | Panel discussion: Can social media deliver value in patient communication?
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| | Moderator: John Pugh, Director Corporate Communication / External Communication , Boehringer Ingelheim GmbH, Austria Confirmed: Denis Costello, Web Communications Manager, EURORDIS, France Confirmed: Murat Tanoren, Corporate Health Services & Access Manager, Pfizer, Turkey
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16.15 | Closing remarks from the chair
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Post-conference workshop Friday 25 September 2009
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| Strategies for successful marketing to the digital healthcare community |
Objectives:
This practical and interactive session will provide
stimulating discussions on successful marketing
strategies presenting you with a complete
understanding of the digital picture.
Workshop leaders:
 Sam Walmsley, Account Director oversees the pharmaceutical digital marketing business at Profero, working with clients such as AstraZeneca, Bayer Schering and Roche on a global and local level. Services ranging from strategic marketing support, web development through to online promotions targeting both healthcare professionals and patients. Before joining Profero in 2007, Sam has worked within the healthcare industry working for medical publishers and medical communication agencies as well directly with pharmaceutical companies. Sam is very passionate about improving digital marketing within the pharmaceutical industry and is a regular on Twitter discussing the issue.
 Nick Blunden, Managing Director, Profero London. Having worked in a variety of strategic consulting and client side marketing roles Nick joined Profero as Client Services Director in 2004. In this capacity he worked closely with a cross section of Profero clients including AstraZeneca, Channel 4, COI, Johnson & Johnson, MINI and Western Union proving both strategic marketing advice and digital leadership. In 2007 Nick succeeded Profero founder Wayne Arnold as Managing Director of Profero London. As UK MD Nick has driven a further expansion in each of its core disciplines and oversaw the launch of Profero Performance.
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09.00 | Registration and coffee
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09.30 | Harnessing the power of online communities
• What can pharma get out of these communities?
• Promotional strategies for both healthcare
professionals and patients
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10.30 | Morning tea
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11.00 | Bringing content to life
• Choosing your medium and strategy
• Tools available
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12.00 | Lunch
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13.00 | Search Engine Marketing
• Review of pay per click
• Search engine optimisation activities
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14.00 | Afternoon tea
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14.30 | Why is pharma so far behind?
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16.00 | Close of workshop
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John Pugh
Hans Nagl
Heather Simmonds
Jens Monsees
