René Neubach | Manager, Vienna eMarketing Center,
Pfizer, Specialty Care Europe

René Neubach, Manager, Vienna eMarketing Center,, Pfizer, Specialty Care Europe

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 as a web designer in online web agencies in 1998 and continued working in the industry in various creative roles as Art director, Flash Developer, concept specialist and Creative Director. In 2006, René started to work for Wyeth Pharmaceuticals as eMarketing Project Manager, responsible for the region Austria-CEE-Russia. Later, he became eMarketing Manager at Wyeth, with responsibility to build up and maximize Internet presence in all affiliate markets. In early 2008, René and Christian Stehle built up the Vienna eMarketing Center for Wyeth, servicing clients in more than 29 countries throughout Europe, Middle East, Africa, and Canada. In 2009, Pfizer acquired Wyeth and the eMarketing Center became part of Pfizer Specialty Care, Europe. Today, the eMarketing Center is an internal digital media agency for Pfizer with more than 40 staff located in Vienna, and offers website development, digital media design & production, as well as end-to-end project delivery.

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Appearances at this years' conference:

Day Two Thursday 26th April


@ 13.30
Case studies of mobile engagement from Pfizer

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

  • › René Neubach, Manager, Vienna eMarketing Center,, Pfizer, Specialty Care Europe

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