Day Two Thursday 26th April

last modified: 25 April '12

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8am
Registration
8.50am
Opening remarks from the chair
Mr Kevin Michels-Kim at Mobile Pharma World Europe

Mr Kevin Michels-Kim

Digital strategist and consultant, former Global Brand Manager at Merck & Co. for Univadis

  • › Mr Kevin Michels-Kim, Founder and Digital Strategist, Starling GmbH
9am
Creating an app that adds value to the medical section
Prof Declan Lyons at Mobile Pharma World Europe

Prof Declan Lyons

o Prof. Declan Lyons - CMO at Doctot Apps, Professor of Medical Science and Consultant Physician at University Hospital Limerick, Ireland. o Creating an app that adds value to the Medical section o Introduction to Docot - a health informatics...

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9.45am
Pfizer’s medical information partnership with ePOCRATES - providing mobile HCPs access to medical information at the point of care
Michelle Clausen at Mobile Pharma World Europe

Michelle Clausen

Michelle is a Director/Regional Therapy Area Team Leader in the Medical Information Group which is part of Pfizer Medical. She has more than 10 years experience at Pfizer in Medical Information working on Neuroscience and Pain products. Recent...

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Description: HCPs value the information and services offered by Pfizer MI but find access and timeliness a limitation to use.  Epocrates® is the leading mobile drug reference database in the US that enables HCPs to deliver better patient care by providing the most accessible and reliable clinical information at POC. Pfizer MI and Epocrates® partnered to design and develop a new tool to give HCPs direct access to company MI services at POC to enable more informed patient care decisions.  Epocrates® now offers this service to other pharmaceutical companies via their “Contact Manufacturer” function.
 

Objective: To enhance the care HCPs provide to their patients on Pfizer medicines by enabling faster, easier and, more convenient access to Pfizer MI
• Procedure within the company MI group and stakeholders included
• Timeline for implementation
• User survey results
 

Results: HCPs can contact Pfizer MI directly through Epocrates® iPhone app (where they are already looking for information) and apply findings to patient care. Types of questions received suggest HCPs are using this service at POC. This is an example of using innovative technology to meet customers’ information needs.
 

10.30am
Morning refreshments
11am
How can mobile technology add value to the dialogue between pharma and healthcare professionals?
Timm Wallrodt at Mobile Pharma World Europe

Timm Wallrodt

• Current role as Global Project Manager for Digital Marketing at Novo Nordisk • Previous product management roles in Telecommunications at Vodafone and Mobilcom, being responsible for developing the business area of Mobile Internet • Education: MBA ...

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  • Opportunities emerging from mobile technology
  • Insights on how Novo Nordisk is utilizing mobile technology on a global and local level
  • Outlook of where the journey might go
     

11.30am
Developing and producing a point of care digital tool for psoriasis that adds value and clinical benefit to your customers
Sameer Mistry at Mobile Pharma World Europe

Sameer Mistry

Sameer graduated in History and Medicine from the University of Manchester in 2000, and trained in Critical Care and Surgery in the UK National Health Service, becoming a Member of the Royal College of Surgeons of Edinburgh. Some interesting...

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  • Why did Janssen create a mobile app for psoriasis?
  • Who is it for & What does it do?
  • Has it been a success?

12pm
Mobilisation of Corporate website and Country websites
Manuela Pastore at Mobile Pharma World Europe

Manuela Pastore

Manuela Pastore is heading the Corporate Team Internet Strategy & Consulting as part of Online Communications in Ingelheim, Germany. She obtained a degree (Magister Artium) in Romance Studies (Italian/Spanish language and literature) and History...

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1pm
Lunch
1.30pm
Case studies of mobile engagement from Pfizer
René Neubach at Mobile Pharma World Europe

René Neubach

René Neubach, Programme Strategy & innovation lead and Vienna eMarketing Center co-lead at Pfizer Inc., has over 12 years experience in the digital space and been responsible for more than 400 digital projects. René started his professional career...

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- iDetailing – A Pfizer case study on iPad Detailing
- PfizerEngage – How to transform the HCP's congress experience to a mobile experience

2pm
iPads as practical tools to support the field force
Mrs. Seda Atici at Mobile Pharma World Europe

Mrs. Seda Atici

December 2009 – Present Boehringer Ingelheim Turkey Istanbul Product Manager – Respiratory & Neurology Line Responsible for Spiriva in Respiratory line; the highest revenue generating brand of Boehringer Ingelheim and 2nd brand in value...

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  • Are Ipads game changers in the world of marketing & sales?
  • Case presentation of BI Turkey Ipad experience:
    o Using Ipads as smart detailing&education tools
    o CRM, CLM processes
    o Things marketing, sales and doctors love and hate about Ipads
    o What is the ROI on Ipads
     

2.30pm
Use innovative CLM approaches to reinvigorate your campaign and raise the ROI
Timothy White at Mobile Pharma World Europe

Timothy White

Timothy White is an industry leader and specialist in health-related new media with a focus on eMarketing, eLearning, Social Media Marketing, and eHealth. His diverse background in writing, sales, technology, and the creative arts give him unique...

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3pm
Afternoon refreshments
3.05pm
Closing remarks from the chair

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last modified: 25 April '12

Regulation of health care apps

  • Market update
  • Regulatory frameworks applicable to health apps
  • Apps and the EU Medical Device Directive
  • Manage "app risk"

Leveraging the Power of HTML 5 for Global Digital Communications

  • Introducing HTML 5: separating hype from hope
  • The big idea: write once, publish everywhere
  • Driving HTML 5 into your global digital communications
  • Success stories

Developing and producing a point of care digital tool for psoriasis that adds value and clinical benefit to your customers

  • Why did Janssen create a mobile app for psoriasis?
  • Who is it for & What does it do?
  • Has it been a success?

How mobile is impacting healthcare communications

  • Getting Help at the Moment of Need - There is a great need to have information on treatment options delivered at the point-of-care to the right clinician at the right time and the ability for clinicians to connect and communicate with the right person about the patient at the right time. It is achieved by:

                  • Speed of information • Quick and easy Access to relevant data

  • Wireless technology, and the latest generation smartphones, offer opportunities for substantially improving healthcare processes and providing a unified communication network across Healthcare Practitioners, Patients and Pharmaceutical Companies.
  • Information on the Move: Need, Now, and to the point
  • Improved Quality of Healthcare through Access to Relevant Data
  • Single point of contact through integrated smartphone applications, providing better coordination and communication among doctors, nurses and support staff members 
  • Speed of access to vital electronic medical records (EMR), decision support tools, medical references, safety & efficacy assessments, drug interactions and monitoring treatment plans

In the Pursuit Of 'Appiness

  • How a little fun can go a long way in educating, informing and building trust with your customers, consumers and colleagues
  • 'Appiness is a.....choice, why games and promotional apps can be a viable option for Pharma and healthcare in general?
  • 'Appiness is a.....journey not a destination, what is the roadmap and route for a successful viral app?
  • 'Appiness is......a warm review, high downloads and having your very own direct, flexible and robust channel directly to you target audience

Morning Session - Implementing mobile into your marketing strategy

ImplementationWhy is a mobile strategy essentialChanging internal mindsetsGuidance on regulations

Ideas and integrationHow digital and mobile should be integrated across all marketing and communications channelsMobilising content to create a digital experience across multiple devicesDetermine and understanding which conditions and treatments lend themselves to apps for smart phones or iPads

MetricsHow to set objectivesHow to promote digital mobile contentHow to measure outcomes to deliver returns for your organisation