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CENTRALISED LOCATION! CONVENIENT TO: Numerous Pharma Headquarters Heathrow Airport 15 Minute Express Train from Central London
17-19 May 2017 // Radisson Blu Edwardian Heathrow Hotel // London, UK
A SMALL SAMPLE OF OUR KEYNOTE AND EXPERT SPEAKING FACULTY FOR 2017
SPONSORED BY:
VIIV HEALTHCARE profiles the impact of global launches and the need to implement your communication strategy through multichannel marketing
PFIZER analyses commercial transformation and its broader role in extending the digital framework in pharma
UCB PHARMA outlines how they drafted the digital patient journey and how they distinguish digital playing fields and approach them accordingly
3M showcases their mobile eLearning tool kit and how it has been deployed in the field via real-time use cases
MERCK SHARP DOHME demonstrates why artificial intelligence and chatbots can be game changers in the pharma industry
ASTRAZENECA showcases their challenges and successes in driving digital adoption across the organisation
NOVARTIS profiles the omnichannel user experience and why it matters in the context of pharma
DAIICHI SANKYO EUROPE shows how to establish the optimal strategy for customer experience governance
F. HOFFMANN-LA ROCHE analyses successful digital ecosystems that actually enable omnichannel marketing
GAIN INSIGHTS FROM REPRESENTATIVES OF LEADING LIFE SCIENCE COMPANIES
John McCarthy, Vice President, Global Commercial Excellence, ASTRAZENECA, UK
Nadeem Ashraf, Digital Lead for Medical Affairs and PRA —Australia, Canada and Europe, ELI LILLY, UK
Marcello Damiani, Senior Vice President and Chief Digital Officer, MODERNA THERAPEUTICS, USA
Claudia Adreani, Digital Lead - UK, ASTRAZENECA, UK
Gökhan Salmanoğlu, Director of Business Operations and Strategy, PFIZER, TURKEY
Ammer Ishaque, Digital Leader Healthcare Business Group, 3M, UK
Dustin Haines, Vice President of Marketing, VIIV HEALTHCARE, UK/USA
Guy Shauli, Global Director, Social Media, ASTRAZENECA, UK
Danilo Pagano, Head of Global Customer Interaction Management, LUNDBECK, DENMARK
Shwen Gwee, Head of Digital Customer Insights, Digital Health Technologies and Data Sciences, BIOGEN, USA
Embedding Digital Health and Transformation Init iat ives in the Business Model to Deliver Improved Customer Centricity and Patient Outcomes
NITRO DIGITAL
VISIT WWW.DIGITALPHARMASERIES.COM/EUROPE FOR MORE INFO
In an effort to provide our most diverse pharmaceutical and medical device executive mix to date, this year’s venue provides a centralised platform close to numerous UK-based life science headquarters as well as Heathrow Airport. This location will also allow easy access for local organisations and facilitate expedited travel time for their European and North American counterparts.
There have already been many changes to the marketplace since last year’s Digital Pharma Europe, and life science companies are transforming their business models to cater to an evolved customer base and adjust to a fluid regulatory and economic climate. This is true for both pharma and medical device organisations, and this event will resonate with both industries.
While physicians continue to be the major advocates for engagement, education and access, the global significance of the patient journey/experience, as well as payer marketing, is on the rise. As a result, the patient journey/experience has become entrenched in marketing materials and throughout the entire enterprise as a core value offering. Patients are now deeply embedded within the value chain.
As digital health becomes a commoditised product, pharma is evolving from being a product-based industry toward one that is one rooted in solutions. Business model disruption in pharma is now a necessary tool — and this is shifting the ownership model into a “healthcare as a service” approach. This new approach has a number of implications for the pharma business model as we see it today, and raises important questions:
( What is digital health today — is it moving away from just rep efficiencies? ( How can we optimise the shift of the ownership model from pharma to the consumer? ( What technologies are available to deliver the tipping point in this shift? ( What does the relationship between digital healthcare and health outcomes as a service look like?
From a practical standpoint, how can pharma professionals ensure digital is part of their company’s DNA? It’s not just about doing better digital marketing, it’s about embedding digital into everything you do across divisions, from the earliest R&D to postmarketing/commercial initiatives. It’s about ways in which you can communicate and collaborate across internal teams, and even how you can find and recruit talent to improve your business.
We are seeing more pharma and medical device companies using digital transformation in an attempt to move toward an evolved digital health model. The wide range in job titles and divisions that now attend Digital Pharma events is a testament to the spread of digital throughout the entire life science enterprise. Digital transformation methodology now needs to be a core principle in modern life science organisations striving for future success.
This trend extends to tools used in everyday practices. AI, AR and cognitive computing are now a reality and are being used by doctors and physicians in predictive diagnostics. If we start to advance toward diagnostics from AI on a regular basis and certain decision-making processes are taken out of doctors’ hands, what are the implications for life science marketing? How will brands and marketing teams adapt to this new world?
We will explore these questions and more as the agenda continues to grow. The entire Digital Pharma team, as well as our impressive, international speaking faculty, look forward to welcoming you to the 9th Annual Digital Pharma Europe conference — the most comprehensive content delivery device, knowledge sharing platform and unparalleled networking opportunity for the European life science digital marketing space.
WELCOME TO THE 9TH ANNUAL EDITION OF DIGITAL PHARMA EUROPE!
Warren Drysdale Senior Conference Director ExL Events
Jayson Mercado Head of Digital Events ExL Events
QUESTIONS? COMMENTS?Do you have a question or comment you would like to be addressed at this event? Would you like to get involved as a speaker or discussion leader? Please email Senior Conference Director Warren Drysdale at [email protected].
VENUE INFORMATION
Radisson Blu Edwardian Heathrow Hotel, UK 140 Bath Road, Hayes, Middlesex, UB3 5AW
To make reservations please call +44 208 757 7901 and provide the code 2504PHA. You may also make reservations online using the following weblink: http://bit.ly/2ksM546. The group rate is available until April 26, 2017. Please book your room early as rooms available at this rate are limited. *ExL Events is not affiliated with Exhibition Housing Management (EHM)/Exhibitors Housing Services (EHS) or any third-party booking agencies, housing bureaus or travel companies. ExL Events is affiliated with event company Questex, LLC. In the event that an outside party contacts you for any type of hotel or travel arrangements, please disregard these solicitations and kindly email us at [email protected]. ExL has not authorised these companies to contact you and we do not verify the legitimacy of the services or rates offered. Please book your guest rooms through ExL’s reserved guest room block using the details provided.
SPONSORSHIP AND EXHIBITION OPPORTUNITIES Do you want to spread the word about your organisation’s solutions and services to potential clients who will be attending this event? Take advantage of the opportunity to exhibit, underwrite an educational session, host a networking event or distribute promotional items to attendees. ExL Events will work closely with you to customise a package that will suit all of your needs. To learn more about these opportunities, contact Jayson Mercado, Head of Digital Events, at [email protected].
VISIT WWW.DIGITALPHARMASERIES.COM/EUROPE FOR MORE INFO
Claudia Adreani Digital Lead – UK ASTRAZENECA, UKLetizia Affinito Adjunct Professor of Management ST. JOHN’S UNIVERSITY, USA Founder and CEO BRANDNEWMC, ITALYCarla Arrieta Corporate Communication ROCHE DIABETES CARE, SPAINNadeem Ashraf Digital Lead for Medical Affairs and PRA – Australia, Canada and Europe ELI LILLY, UKTim Brownstone Founder and CEO KYMIRAChristophe Bureau Vice President, Strategic Innovation STEVANATO GROUP, ITALYLisa Butland Director of Innovation and Research THE INNOVATION AGENCY, NHS, UKDr. Kevin Campbell Cardiologist, Medical Expert CBS NEWS & FOX NEWS, USABob Cannan Founder and CEO EAGLE PRODUCTIVITY SOLUTIONS, USAJesús Cardenes Director, Commercial Operations, Spain and Portugal SHIRE, SPAINRishi Chopra Director, Head of Global Pharmacovigilance Network Operations BIOGEN, UKCristina Ciobanu Global Brand and Multichannel Marketing Manager, Hypertension NOVARTIS, SWITZERLANDElisa Crisafulli Customer Engagement Associate Director MSD, ITALY
Marcello Damiani Senior Vice President and Chief Digital Officer MODERNA THERAPEUTICS, USAJacob Degn Flindt Founder MEDARKIVEPasquale Fedele CEO and Founder LIQUIDWEBMichel Girault Global Digital Marketing Manager VIFORPHARMA, SWITZERLANDUri Goren Digital Experience Lead – Pharma Innovative Solutions TEVA PHARMACEUTICALS, ISRAELJohn Gordon Senior Director, Head of Digital, Pfizer Innovative Health, Europe, Japan Korea, ANZ PFIZER, INC., UKOcéane Gueret Global Customer Experience Manager VIFOR FRESENIUS MEDICAL CAREShwen Gwee Head of Digital Customer Insights, Digital Health Technologies and Data Sciences BIOGEN, USADustin Haines Vice President of Marketing VIIV HEALTHCARE, UK/USAPaul Hartigan CEO PHARMIWEB SOLUTIONS, UK/USAHuw Jenkins Senior Manager DAM Strategy VEEVADr. Benjamin Jung Programme Manager, eMDI H&T PRESSPARTSusanne Kellenaers Multichannel Management DAIICHI SANKYO EUROPE, GMBH, GERMANYSebastian Kölsch Chief Solutions Officer
ANTHILL AGENCYChristian Lindknud Senior Global Business Manager, eBusiness and Strategic Initiatives FUJIREBIO, BELGIUMJohn McCarthy Vice President, Global Digital ASTRAZENECA, UKJon Michaeli Executive Vice President Marketing and Business Development MEDISAFE, USAJim O’Donoghue Vice President of Connected Health S3 CONNECTED HEALTHDanilo Pagano Head of Global Customer Interaction Management LUNDBECK, DENMARKJános Pénzes, M.D. International eMarketing Manager International Marketing GEDEON RICHTER PLC., HUNGARYNuno Rodrigues Digital and Multichannel Manager ROCHE, PORTUGALGökhan Salmanoğlu Director of Business Operations and Strategy PFIZER, TURKEYGuy Shauli Global Director, Social Media ASTRAZENECA, UKRory Stanton Director, Digital Insights DRG DIGITAL – MANHATTAN RESEARCH, USA Tim White Head of Customer Experience TEVA, NETHERLANDSErik van der Zijden Co-Founder and CEO SYNAPPZ MOBILE HEALTH, THE NETHERLANDS
THE ESTEEMED AND STILL-EXPANDING SPEAKER FACULTY FOR 2017
VISIT WWW.DIGITALPHARMASERIES.COM/EUROPE FOR MORE INFO
Patient Centricity and Digital Interactions: What Is and Is Not Patient Centricity?
( Examine patient centricity and digital tools for increasing adherence rates
( Recognise how pharma can navigate the patient journey to deliver better outcomes through innovative digital initiatives with patient co-creation at the heart
( Evaluate pharma’s ability to build a business model that can deliver on: DPutting patients first and thinking like a patient DEmpowering the engaged patient DUnderstanding that patients are at “The Center of What We Do” DDelivering a positive patient experience DMoving beyond the Patient Hub
The Creation of a More Integrated Customer Experience: How Do We Connect Content, Channels and Analytics in HCP Targeting?
( Gain customer insights by mapping your customer journey ( Identify new areas of content and preferred channels ( Deliver customer behaviour insights from digital analytics ( Adapt your business model to focus on the customer instead of your
brand ( Move away from a sales rep-centric mentality to engage the physician
and integrate the sales rep as a “channel” to use to reach your audience ( Evaluate physician-interfacing tools and strategies ( Pull it all together to design a new customer experience
The Power of a Multichannel Strategy that Addresses Modern Customer Needs and Delivers ROI: Are You Ready to Link Your Myriad Activities Together to Create a Seamless User Experience?
( Overcome fears associated with deploying new tactics without a precise way to measure their effectiveness
( Learn how to deploy a multichannel strategy using cloud and mobile technologies
( Develop a framework that provides an early warning system and delivers timely leading indicators to quickly adjust tactics while its insights into lagging indicators measure cost-effectiveness and return
( Find a successful recipe for disseminating and maximising unbranded and branded messages via multiple digital channels
( Collaborate across functions to define measures at key customer touch points
( Discuss the use of predictive analytics ( Establish whether rep-driven marketing fits into the puzzle ( Debate whether senior management within pharma generally drives
multichannel, or whether the impulse comes more from brand or BU managers — and which approach is the most advantageous
( Understand the two types of multichannel marketing (MCM) practitioners: those that use MCM to communicate traditionally, and those that understand customer behaviours have changed and use MCM to communicate differently
Today’s Innovation Landscape: How Can We Incorporate Innovation Teams Across the Business and Use Innovative Methods to Solve Business Challenges?
( Form a connection between “pharma speed” and “digital speed” by leveraging resources from other sectors
( Determine whether pharma organisations can adapt to a more innovative company culture that will improve operational efficiency and create new tools and offerings
( Recognise that pharma organisations can transition from being asset companies to solutions providers by changing the mentality of product launches:
DExplore the definition of a “solution” and decide what you would measure differently DExamine whether your organisation thinks outside its comfort zone DDiscuss methods that can be used to build solutions, such as journey mapping, design thinking and script journeys DEstablish how to work and roll out solutions in a cross-functional environment while balancing speed, relevance, demands and utility D Identify the key KPIs for solutions, and how to bridge KPIs to yield returns
Stay Ahead of the Curve: Take Actionable Content and Education to New Levels
Pharma mindsets, competencies and processes are typically geared toward risk minimisation at the expense of speed and flexibility. Organisations can transition from being asset companies to solutions providers by changing the mentality of product launches. Regardless of your organisation’s goals, life science companies of all sizes need to adopt this new outlook. From high-growth biotech and pre-commercialisation bio/medtech entities assessing the digital landscape to big pharma and medical device organisations executing global, multi-platform initiatives, digital has become an indispensable tool.
It is no longer enough for a company to have specific digital teams added onto a brand plan as a bolt on. Digital should be embedded across the enterprise with multiple stakeholder engagement. From an early stage, the Regulatory, Legal, Compliance, IT, Innovation, Commercial Operations, Customer Interaction, Sales/Field Force and many other departments all need to interact with the various marketers to develop initiatives that really deliver for the customer, no matter your size or scale of operations.
THE 9TH ANNUAL DIGITAL PHARMA EUROPE IS THE LEADING EDUCATIONAL PLATFORM FOR THE ENTIRE EUROPEAN LIFE SCIENCES COMMUNITY. ASK YOURSELF:“WHAT EXACTLY WILL I LEARN?”
VISIT WWW.DIGITALPHARMASERIES.COM/EUROPE FOR MORE INFO
8:00 Registration and Morning Coffee
DIGITAL TECHNOLOGIES
8:45 Opening Remarks from the ChairShwen Gwee, Head of Digital Customer Insights, Digital Health Technologies and Data Sciences, BIOGEN, USA
9:00 CASE STUDY Establishing the Best Strategy for Customer Experience Governance
( Discuss Daiichi Sankyo EU’s approach to a customer-centric operating model
( Review a comprehensive multichannel competitor audit of DSE ( Develop a multichannel strategy that supports commercial excellence
goals and addresses:• Channel guidance• CRM integration• Email and Google campaigns
Susanne Kellenaers, Multichannel Management, DAIICHI SANKYO EUROPE, GMBH, GERMANY
9:30 CASE STUDY Ensuring Delivery and Success of Digital and Multi Channel Objectives Whilst Managing Pharmacovigilance RequirementsThis session looks to describe the exposure to Pharmacovigilance Requirements in the context of Digital Media Related Activities; how ‘One size does not fit all’, and how early collaboration across functions is key to ensuring project delivery excellence.Rishi Chopra, Director, Head of Global Pharmacovigilance Network Operations, BIOGEN, UK
10:00 CASE STUDY Chatbots, Real Opportunity or MOABGuy Shauli, Global Director, Social Media, ASTRAZENECA, UK
10:30 Morning Networking Break
11:00 CASE STUDY Optimising Your Commercial Transformation Strategy: Challenges and Business Opportunities for Pharma Gökhan Salmanoğlu, Director of Business Operations and Strategy, PFIZER, TURKEY
11:30 CASE STUDY The MSD Approach to Social Media in Pharma
( Examine changes in the digital environment, with a focus on Italy ( Recognise the importance of mobile devices in everyday life ( Understand the healthcare industry’s relationship with following digital
trends ( Study how MSD approaches the social world ( Review lessons learned and key success factors
Elisa Crisafulli, Customer Engagement Associate Director, MSD, ITALY
12:00 Networking Luncheon
SOCIAL/INNOVATION13:00 Introduction from the Chair
Shwen Gwee, Head of Digital Customer Insights, Digital Health Technologies and Data Sciences, BIOGEN, USA
13:10 CASE STUDY Stop Trying to Be Innovative!At a time of unprecedented innovation disrupting almost every field, the healthcare industry seems to be a laggard and most resistant to change, yet it’s probably the industry that needs it the most. While there are industry professionals trying to innovate, the problem is that many of the incumbent players have diluted the term “innovation” to nothing more than a buzzword that represents “coming up with new ideas” and mostly more self-serving agendas, thus diminishing the value and
trust of their solutions, which have been created within an inefficient and unsustainable process. Innovation in the healthcare industry has become a “tail wagging the dog” approach, rather than a true force for disruption and change.If we in healthcare truly want to disrupt the industry, then we must change the current prevalent mindset and think differently about “innovation.” In fact, we should stop trying to be innovative altogether and start thinking more like startup businesses — identifying the real opportunities for a solution, combining diverse ideas and not limiting creativity, and understanding the value of insights as drivers of the iterative process.This talk will cover three easy steps used by MIT Hacking Medicine — a student organisation that runs health hackathons around the world — to help hack innovative solutions for medicine and healthcare. The approach draws principles and learnings from Design Thinking, Lean Startup and other innovation processes, which can help you hack your way to creative solutions that can engender value and drive true innovation.Shwen Gwee, Head of Digital Customer Insights, Digital Health Technologies and Data Sciences, BIOGEN, USA
13:40 Patient Generated Heath Data. What We Can Learn From the Mission to MarsIn 2034 humanity could well be putting the first steps on the red planet. This tremendous effort won’t be possible without vast amounts of data generated by the astronauts in place. Back to earth, today, where a similar trend in healthcare can be observed. We all know the ‘clinical data’ that is used by healthcare professionals to take a peek into our body: MRI scans, blood levels, X-rays… But what about the data we generate when we are outside the hospital doors, when we are no longer consider ourselves as a patient but again a human being?In this session you’ll learn what Patient Generated Health Data is, the value for healthcare, why collecting these data via medical apps fails miserably without Patient Engagement, and why the healthcare system is reluctant to use them, but wil inevitably embrace the power of it.Erik van der Zijden, CEO and Co-founder, SYNAPPZ MOBILE HEALTH, THE NETHERLANDS
14:10 The Fireside Chat Afternoon SessionsIn each session, pairs of speakers from social media platforms and pharma/med device organisations spend 20 minutes outlining and presenting the innovative strides made as a result of the partnership between their companies. They also discuss where actionable initiatives can be leveraged in the healthcare space. This is followed by an additional 20-minute period of time where both representatives participate in a “fireside chat” that covers everything from the challenges of leveraging these platforms as tools for engaging customers in healthcare to the feedback, benefits and ultimate practical successes they have come to realise.
15:00 Afternoon Networking Break
15:30 10-Minute Healthtech/Medtech Startup Company Pitches Come hear startup companies “pitch” their presentations to the audience and to our panel of judges in 10-minute mini presentations. This is an excellent way for our pharma and medical device organisations to observe the innovation being developed in life sciences technologies and network with startups, mentors, stakeholders and investors in digital health, healthcare, medtech, biotech, life sciences and agtech organisations. Health IT investors, innovation managers, brand teams from pharmaceutical companies, intrapreneurs and entrepreneurs, and startup mentors are all able to connect in this unique learning and networking experience. Need to show the worth of this event to your boss? At last year’s Digital Pharma Europe, one of our startup companies received investment funding from a pharma brand team!Tim Brownstone, Founder and CEO, KYMIRA Jacob Degn Flindt, Founder, MEDARKIVE Pasquale Fedele, CEO and Founder, LIQUIDWEBMichael Levens, CEO and Founder, TRACK ACTIVE
16:30 Startup Judging PanelOur panel of judges questions the startup representatives to better understand their business propositions, while also giving the audience a chance to interact — and to help choose the winner!
17:00 Close of Digital Technologies and Social/Innovation Day
DIGITAL TECHNOLOGIES AND SOCIAL/INNOVATION DAY 17 MAY 2017
VISIT WWW.DIGITALPHARMASERIES.COM/EUROPE FOR MORE INFO
7:45 Registration and Morning Coffee
8:30 Opening Remarks from the ChairBob Cannan, Founder and CEO, EAGLE PRODUCTIVITY SOLUTIONS, USA
8:45 KEYNOTE SESSION Powering Brand and Patient Strategies With Digital
( Simplify the clinical trial experience and activate a patient community ahead of launch
( Launch a service alongside a new medicine ( Mix presence and services for in-line brands
John McCarthy, Vice President, Global Digital,ASTRAZENECA, UK
9:15 CASE STUDY Global Launch Impacts and the Need to Implement Your Communication Strategy Through Multichannel MarketingIn recent years, industry professionals have been using “multichannel marketing” as the new buzzword for innovation. In reality we have been doing this for years, maybe under different names or without consciously knowing we were doing it at all. The biggest challenge is not creating a multichannel communication strategy; it is actually linking the activities together to create a user experience that is seamless. Not only do we need to link the activities, we need to link the users. A good example is in the United States, where you can communicate with HCPs (including physicians, pharmacists, nurses and NPs/PAs) and with patients. Many organizations have DTP/DTC and separate professional teams that work on communicating with their respective customers — but do not link their communications together. To be successful in the future, it will be critical to explore all channels of communication and create an experience for users that meets them when and where they need it. Discussion points for successfully launching a product include:
( The pitfalls and successes of multichannel marketing ( The integration of communication channels across customers ( How to tell when your efforts are working
Dustin Haines, Vice President of Marketing, VIIV HEALTHCARE, UK/USA
9:45 Modernising the Patient Journey with DigitalTraditional patient journey research is often limited to physician behaviour and clinical activities, whereas most patient behaviours and decisions take place away from the clinical setting.How can you layer your existing research with new digital data sources to get the full picture of your patients’ journey, and intervene when it matters most?Brands are taking a patient-centric approach to research, which is having a tangible impact on brand strategy. Principal Analyst Rory Stanton will share actionable findings for your brand planning process by addressing:
( How your current patient journey research may be limiting your brand’s success
( How to layer new digital data sources on top of your existing research to:• Uncover the “why” behind patient behaviours and decisions• Identify key intervention opportunities you may be missing• Acquire new patients, promote adherence or address switching
behaviour with the right channel and content strategy ( Best practices and examples from brands that are leading the way
Rory Stanton, Director, Digital Insights, DRG DIGITAL – MANHATTAN RESEARCH, USA
10:15 CASE STUDY How Digital Are Payers?Healthcare systems are undergoing a transformation that materially impacts the way payers evaluate medications. Pharmaceutical companies need to adapt to their changing needs to continue to be successful, and answer an important question: What resonates with payers when it comes to digital? Nadeem Ashraf, Digital Lead for Medical Affairs and PRA – Australia, Canada and Europe, ELI LILLY, UK
10:45 Morning Networking Break
11:15 The Digital Difference: New Forms of Patient Engagement ( How digital Is changing Pharma’s business model ( What can digital deliver – new forms of patient engagement
• Evidence Based Behavior Change• Hyper-personalization – the digital difference• Getting the balance right – digital first but not only
( Improved adherence, evidence and healthcare outcomes ( Is Pharma ready for the challenge
Jim O’Donoghue, Vice President of Connected Health, S3 CONNECTED HEALTH
11:45 CASE STUDY Why #AI and #ChatBot Can Be Game Changers in the Pharma IndustryWith the increase of media availability, widespread mobile device penetration, an extensive pool of information users can access and the decrease of available personal time, people have less time to gather information online. As digital consumers looking for relevant information to perform their jobs, physicians and other Internet users often read what they see without searching for more in-depth content. This means that there is an urgent need to access content quickly, easily and efficiently. Chatbots are computer programmes that leverage one of the most human types of interaction: conversation. One of the main features of Merck Sharp Dohme’s chatbot is that it improves, through machine learning algorithms, its ability to interact with customers by itself. This is Artificial Intelligence in action! Danilo Pagano, Head of Global Customer Interaction Management, LUNDBECK, DENMARK
12:15 The art of Agile Marketing – Responding to changing audience needs on-the-goAgile methodologies enable your digital communications to continually adapt to the market. By adopting an iterative approach, you can see continual improvement and move away from a typical production line process – in which success is only known at the end.At this session, we’ll demonstrate that these methodologies are easy to learn, simple to apply, and yet can transform your digital marketing approach.You will learn how to:
( Address imperfect market understanding ( Respond to rapidly changing situations ( Execute the right channel mix ( Measure the ROI to improve in quick iterations ( Implement agile thinking in your marketing and commercial
organisationSebastian Kölsch, Chief Solutions Officer, ANTHILL AGENCY
12:45 Strolling Networking Luncheon
GET SOCIAL WITH DIGITAL PHARMA
@DigitalPharma #DigPharm
Digital Pharma
digitalpharma
Digital Pharma Series digitalpharma
MAIN CONFERENCE, DAY ONE 18 MAY 2017
VISIT WWW.DIGITALPHARMASERIES.COM/EUROPE FOR MORE INFO
13:45 CASE STUDY Driving Digital Adoption in Pharma: The Challenges and Successes of Organisational Change and Internal Engagement
( Review the challenges of digital adoption ( Identify what it takes to win in the organisational space ( Determine whether to work from top to bottom or vice versa ( Gauge what is involved from the brands to the platforms ( Build capabilities and allocate resources
Claudia Adreani, Digital Lead – UK, ASTRAZENECA, UK
14:15 CASE STUDY Digital Production Service in a Global Pharma Company
( Establish a plan to set up a digital production service, taking local and regional challenges and needs into consideration
( Incorporate company culture into a service and determine how to use it in your favour
( Recognise that efficiencies and knowledge sharing have an impact on time, cost and quality
( Work with your peers to innovate as a global team ( Understand that marketing, IT, sourcing and other teams will
collaborate with each other — and occasionally clashGuido Alvarez Tolosa, Service Lead – Digital Production – Marketing and Sales, BOEHRINGER INGELHEIM, SPAIN
14:45 Five Principles for Sustained Behaviour ChangeThe term patient engagement is now so in vogue that its meaning has become diluted. Patient engagement includes everything from wearing a Fitbit to reading health and wellness articles. These actions will translate to little benefit unless we are able to change people’s behaviours over the long term. That’s a much higher bar, and it takes a much more focused, carefully planned, data-driven approach.
( Be human-centric ( Be bigger than an app (or platform) ( Get evidence and link it to outcomes
Jon Michaeli, Executive Vice President Marketing and Business Development, MEDISAFE, USA
15:15 Afternoon Networking Break
15:45 Attaching a Digital Concierge to Marketed drug Packagings: The Next Big Thing in Patient Centricity?Drug packagings are reaching patients every single day, more effectively than any other channel: established supply chains can be leveraged to create an alternative and super-profiled media channel to patients, thanks to the
optical recognition of packagings with a mere smartphone. We describe how this privileged channel - that every pharma company already owns - can be revealed in a matter of a few months, to boost patient engagement and generate incremental revenue via new business models.Christophe Bureau, Vice President, Strategic Innovation, STEVANATO GROUP, ITALY
16:15 CASE STUDY Our First 360° Patient Support Program- at Vifor Fresenius Medical Care Renal Pharma
( Evolution of the role of the patient into active influencer ( Listening to the patients’ gatekeepers – How do we bring value to all
of them? ( Taking a leap into patient-centricity – Nefralia® Patient Support
Program is born: “A renal program for real people”Océane Gueret, Global Customer Experience Manager, VIFOR FRESENIUS MEDICAL CARE CASE STUDY Our Journey Toward Digital Engagement at Vifor Pharma
( How do we get started with digital marketing ( Challenge we face and solution we draft, identify capabilities and
Enabling technologies ( Understand, test, learn and optimize – how do digital bring value
Michel Girault, Global Digital Marketing Manager, VIFORPHARMA, SWITZERLAND
16:45 PHYSICIAN CASE STUDY Why Senior Management Must Be On Social: Engaging Patients, Customers and ColleaguesWe will explore the data — how many CEOs are on social and what it means to them and their customers. We will examine best practices and also how this engagement can allow for novel partnerships and applications for social, including:
( Research (clinical trials and social Listening) ( Product placement and promotion ( Networking with colleagues and physician customers as well as
inspiring employees to perform at a high level.Dr. Kevin Campbell, Cardiologist, Medical Expert, CBS NEWS & FOX NEWS, USA
17:30 Conclusion of Day One and Networking Cocktail Reception
GET SOCIAL WITH DIGITAL PHARMA
@HelenaBinder: Interesting conversations going on at #digpharm this week.
@AstraZeneca: Thank you to all #DigPharm attendees for an amazing 3 days discussing patient-centric digital innovation!
@mikespence: Inspiring, honest, helpful and challenging talk
@lenstarnes: Some truly innovative thinking & thinkers in evidence #pharma
@him_skm: Great insights
@Complete_med: We’ve had a fantastic few days at #digpharm.
@julieodonn: Good vibe & eager faces at #digpharm
@gshauli: Get ready, it’s going to change your life! #highexpectations #digpharm
@patricecullen: @DigitalPharma great venue, great speakers, great event!
@drpenzesjanos: #DigPharm closing now. Thank you everyone for a great experience!
MAIN CONFERENCE, DAY ONE 18 MAY 2017
VISIT WWW.DIGITALPHARMASERIES.COM/EUROPE FOR MORE INFO
8:15 Registration and Morning Coffee
8:45 Chair’s Recap of Day OneBob Cannan, Founder and CEO, EAGLE PRODUCTIVITY SOLUTIONS, USA
9:00 CASE STUDY Connected Drug Delivery Systems Drive Improved Clinical Outcomes and Other Stakeholder Benefits Non-adherence to medication is very common, e.g. to Asthma control medication. This leads to poor clinical outcomes like avoidable exacerbations. Digital Innovation offers a great opportunity to increase adherence and therewith improve the quality of life of patients. This will be demonstrated using the example of connected drug delivery systems for Asthma medicines:
( In general electronic monitoring devices (EMDs) are becoming increasingly prevalent in chronic condition management
( Connected drug delivery systems track patient adherence, engage patients to take ownership of their own care, and connect patients to their providers and other stakeholders in real time
( In clinical trials connected drug delivery systems for Asthma like above have proven to boost adherence and reduce hospitalizations
( Also benefits for other stakeholders arise, e.g. decreased healthcare costs for payers or new digital marketing channels for Pharma
Dr. Benjamin Jung, Programme Manager, eMDI, H&T PRESSPART
9:30 CASE STUDY Organisational Aspects of Digital Transformation: How You Can Mobilise the Full Efforts of a Company Toward a New Approach
( Review case studies within the Teva experience ( Develop a strategic vision that aligns with and enhances business goals
Tim White, Head of Customer Experience, TEVA PHARMACEUTICALS, NETHERLANDS
10:00 SESSION OUTLINE TO BE DETERMINED Senior Executive, NITRO DIGITAL
10:30 Morning Networking Break
11:00 CASE STUDY Customer Expectations Have Changed: Finding Your Path to Customer Excellence
( Identify who your customer is ( Determine whether the expectations of HCPs and patients are aligned ( Recognise whether expectations are built only around the current
business model ( Assess whether the expectations of global and local teams are aligned ( Consider what customers expect from biopharma content
Nuno Rodrigues, Digital and Multichannel Manager, ROCHE, PORTUGAL
11:30 Inspiring a Global Brand ExperienceThe desire for global consistency and alignment around a brand values is not news. Rapid advances in digital technology facilitate this ambition in a manner which not only saves money for pharma companies at global level but engenders enthusiasm for re-use rather than re-creation of tactics around the world.Huw Jenkins, Senior Manager DAM Strategy, VEEVA
12:00 PANEL DISCUSSION Drawing a Line in the Sand with MCM Innovation and Customer Experience by Taking a Position on Where We Are and Where We’re GoingThis panel discussion will address predictions regarding the future of MCM and the patient experience:
( MCM will consist of absolute personalisation with connected experiences for all customers
( Mass-market advertising to physicians will cease to exist ( There will no longer be pharmaceutical sales reps as we know them
today ( Virtual and augmented reality will be part of MCM strategies targeting
physicians ( MCM will be a Brand responsibility, not something in a Centre of
Excellence ( Pharmaceutical websites will be the main destination for physicians ( The only goal of MCM programmes will be ROI ( MCM will be similar to what it is today ( HCP MCM will exclusively focus on digital and social media efforts ( Attribution models will be the basis for evaluating MCM programmes
Panelists:Jesús Cardenes, Director, Commercial Operations, Spain and Portugal, SHIRE, SPAIN Paul Hartigan, CEO, PHARMIWEB SOLUTIONS, UK/USA János Pénzes, M.D., International eMarketing Manager International Marketing, GEDEON RICHTER PLC., HUNGARY
12:45 Strolling Networking Luncheon
13:45 CASE STUDY Making an Impact Without a Booth - Analysing Alternative Congress Channels
( Conferences need to be an experience and an engaging event ( Are booths the best way to engage ( How the Digital era Impacts conferences ( Can we do better without a booth
Uri Goren, Digital Experience Lead – Pharma Innovative Solutions, TEVA PHARMACEUTICALS, ISRAEL
14:15 The Omnichannel User Experience in the Context of Why It Matters in Pharma ( Address the following questions: Where should you place your logo
or CTA buttons on your digital channels to impact ROI? Should you optimise the color palette and fonts for the digital space? What exactly is user experience (UX) and what are the key guiding principles for creating a winning omnichannel UX that is driven by customer needs and expectations?
( Consider the role of digital devices: As most HCPs and patients today own/use several digital devices while viewing multiple screens interchangeably, mobile Internet usage exceeded web usage for the first time ever in 2016, and estimates indicate that the average attention span of a user has been reduced to eight seconds, delivering a seamless, device-agnostic UX is more critical than ever for building a successful omnichannel customer journey
( Examine how good UX can improve your ROI by looking at some inspiring examples and the latest trends
( Identify how you can measure UX and what tools are availableCristina Ciobanu, Global Brand and Multichannel Marketing Manager, Hypertension, NOVARTIS, SWITZERLAND
14:45 CASE STUDY How Digital Can Be a Game Changer for High-Growth BiotechMarcello Damiani, Senior Vice President and Chief Digital Officer,MODERNA THERAPEUTICS, USA
15:15 Afternoon Networking Break
15:45 CASE STUDY Lessons Learned from Setting Up a Closed-Loop Marketing Ecosystem in Very Little Time
( Build up a closed-loop marketing system brick by brick ( Reach for the holy grail of marketing working hand in hand with sales ( Place the CRM at the heart of your ecosystem and surprise your sales
teams ( Talk about common sticking points — and how to get past them!
Christian Lindknud, Senior Global Business Manager, eBusiness and Strategic Initiatives, FUJIREBIO, BELGIUM
16:15 CASE STUDY “Trusted Advisors” in the new Digital Communities EraOur messages are transcending as a collaborative digital community transforms them by sharing, liking, cutting and commenting. Therefore, industry has a great challenge ahead in:
( Creating engaging content that enables this collaborative participation in shaping our messages in their digital journey
( Supporting the role of HCPs and empowered patients as trusted advisors and “activators” of other patients, especially relating to chronic conditions
( Using digital solutions and tools as vehicle for behavioral change and treatment engagement
Carla Arrieta, Corporate Communication, ROCHE DIABETES CARE, SPAIN
16:45 CASE STUDY Patient Empowerment: Are We Taking the Right Steps to Create Value?
( Review research data and identify the basic peculiarities of the use of digital tools in health
( Analyse the challenges of patient empowerment ( Recognise the value of patient-centered design to ignite digital tools’
adoption and diffusion ( Empower HCPs to promote and measure patient behaviour change as
the new frontier in healthcare valueLetizia Affinito, Adjunct Professor of Management, ST.JOHN’S UNIVERSITY, USA, Founder and CEO, BRANDNEWMC, ITALY
17:15 Closing Remarks from the Chair and Close of Conference
MAIN CONFERENCE, DAY TWO 19 MAY 2017
(
DIGITAL PHARMA HIGHLIGHTSClick the links below to see what Digital Pharma East brought to the table in 2016!
(
AUDIENCE BREAKDOWN:
WHO SHOULD ATTEND DIGITAL PHARMA EUROPEThis conference is designed specifically for professionals from the pharmaceutical, biotechnology and medical device industries whose responsibilities include:
DMarketing DDigital Marketing DDigital Insights DDigital Strategy D Integrated Marketing DMultichannel Marketing DSocial Media DMobile Marketing DeMarketing DeBusiness
DGlobal Marketing D Interactive Services DChannels DPatient Solutions DPatient Engagement D Innovation DCustomer Interaction DCustomer Experience DCustomer Engagement Capabilities
DField Force/SFE DBrand Management DProduct Management DStrategic Operations DPR/Communications DNew Media DAdvertising and Promotions D IT DRegulatory Affairs DRegulatory Advertising
DLegal Counsel and MLR DCompliance
Together with: DPhysician Networks DePatients DRegulators DDigital Agencies DTechnology Providers
MEDIA PARTNERS
BY INDUSTRY
21%Agency 8%
Consultant
3%Academic
45%Pharma/Biotech/Biopharma/Medical Device
23%Digital/Technology Solutions
BY LEVEL 4%C-Suites
13%VPs/SVPs
35%Managers
28%Directors
20%Senior Directors
VISIT WWW.DIGITALPHARMASERIES.COM/EUROPE FOR MORE INFO
WAYS TO REGISTER
REGISTRATION FEESPHARMA, BIOTECH AND MED DEVICE RATES
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AGENCY, CONSULTANT AND SOLUTION PROVIDER RATES
All Access (Conference + Digital Technologies and Social/Innovation Day) £1,895 £2,095 £2,195
Conference Only £1,595 £1,795 £1,895
EARLY BIRD RATES BY 7 APRIL 2017
STANDARD RATES AFTER 7 APRIL 2017
ONSITE RATES
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