On-Demand Content

Agenda – ALL TIMES ARE IN EASTERN TIME

Come visit our virtual lobby and connect with fellow attendees. You can chat, video, and even make a list of the people you want to meet and the knowledge you’re looking to gain through our bespoke 1:1 match-making services.
The effects of the pandemic on how we communicate combined with the continued rise of online content volumes have placed a greater premium than ever on good writing. Even once the pandemic recedes, neither of these dynamics is likely to abate, making it still more important to learn how to improve your writing and your content. This session will focus on:

  • The forces driving the need for better writing;
  • The four pillars of effective business writing that comprise the FAST approach; and
  • Tips to ease (and speed) the writing process and improve the final results.
Bob Libbey, Former Vice President of Corporate Content and Channels at BRISTOL MYERS SQUIBB
  • Understand the difference between data, analytics, and insights
  • Using data analytics to bring valuable insights that enable better targeting and understanding of today’s consumers
Rochelle Carvalho, Senior Business Analyst (Digital Marketing l Market Research) at NOVOZYMES BIOPHARMA
  • How to utilize digital to enhance your customer interactions
  • Why your product features might be falling on deaf ears
  • What data technologies could boost the impact of your next product launch
  • How to accurately measure the value of ROI of content marketing – KPIs and value metrics
Ellen Reavis Gerstein, Head of Content, PFIZER
Melanie Latchman, Senior Manager, Digital Analytics, PFIZER
A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speakers but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have an engaged conversation with your industry counterparts and conference speakers.
  • How and organic and paid strategy can generate impact
  • The importance of using thought leaders within your company to gain influence amongst your target audience
  • Measurement and data will help you evolve your strategy and help you rise amongst your competitors
Gaetan Akinrolabu Director, Paid Media and Social Media Strategy Corporate Affairs BRISTOL MYERS SQUIBB
Moderator:
David Phillips, Senior Manager, Oncology Digital Customer Engagement, GSK

Panelists:
Andrew Otoo, Vice President, Marketing. Global Commercial Lead. Pneumococcal Vaccines Portfolio, MERCK
Diana Yan, Director, Enterprise Marketing for Manufacturer Solutions, GOODRX
Jeff Foster, Senior Manager / Video Producer, BioradMarCom Video and Imaging Services, BIORAD LABORATORIES
  • Quickly learn the basics of Behavioral Science and “nudges”
  • Discover why Behavioral Science is your essential secret weapon in developing influential and engaging content for all audiences
  • See Behavioral Science in action with pharma and healthcare case studies, so you can walk away ready to apply the principles to your own work immediately
Suzanne Kirkendall, Consultant, BVA NUDGE UNIT USA
A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speakers but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have an engaged conversation with your industry counterparts and conference speakers.
A review of how pharma and biotech need to re-engineer the methods of creating digital transformation while focusing on content and customer engagement

  • Organization of content strategy
  • Digital transformation in Pharma Biotech
  • Case study for planning your content transformation
Neil Keene, Director, US Marketing, Enhanze HALOZYME THERAPEUTICS
  • Optimize your site and content for the search engines, to gain online visibility at the right time in the buyer’s journey
  • Ensure success of your content marketing strategy by applying SEO techniques in its implementation
  • Prioritize content marketing in your SEO strategy to provide new, informative pieces of content that employs your most valuable keywords
Ronald Mintz, Manager, US Digital Strategy, ZOETIS
  • Learn how to develop a plan that targets the right audience and drives them to action
  • Uncover new ways to ensure the time and resources you put into content marketing pay off
  • Target your audience by segment (prospective patient, curious physician) and engage them with relevant and fascinating information
Lindsey Jones, Sr. Manager, Multichannel Marketing, Integrated Marketing, ABBOTT RAPID DIAGNOSTICS
A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speakers but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have an engaged conversation with your industry counterparts and conference speakers.
Come visit our virtual lobby and connect with fellow attendees. You can chat, video and even make a list of the people you want to meet and knowledge you’re looking to gain through our bespoke 1:1 match-making services.
  • Create in-depth content that’s backed up by stats and data
  • Content personalization tactics
  • Best practices in content marketing TODAY, in a different world from 7 months ago
Michelle Lo, APAC CXO Lead eCOM3.0 & DTC (Skin/Essential/OTC), JOHNSON AND JOHNSON
  • COVID-19 has forced the digital landscape to transform. HCPs, Patients and Researchers, etc. are using platforms differently. Let’s discuss how markets should adapt with the times and re-think their marketing strategies.
  • The definition of a surround approach. Understand the nuances between each channel and the data of suability around them.
  • Targeting strategies that will help you generate business impact.
Gaetan Akinrolabu Director, Paid Media and Social Media Strategy Corporate Affairs BRISTOL MYERS SQUIBB
  • Learn how to develop effective medical education in the face of our “new norm,” due to COVID-19-related changes to the pharma/HCP relationship
  • Leverage the imposed shift from F2F calls to remote meetings by choosing the right technology
  • Learn how to educate HCPs on optimal channels by tailoring your message to focus not only on where and how to get information but also on why it is important
Douglas Camarano, Digital and Multichannel Strategy Leader, ABBVIE
A quick and dirty guide to the inner workings of your content department. Who’s in your team, the internal relationships you need to foster, why your story matters, and how to empower change with your brand

  • The spectrum of copywriters and why it’s hard to find a good one – What writer for which audiences and formats? The combined value of skills and personal stories in creating health content, plus the value of long-term employees and growth opportunities
  • The people you need on your side and why they matter – Who else do you need on your team? How much do you need to know about each specialty? Proofreaders, illustrators, video creators, SEO, IT, PR, and why they matter
  • Identifying your motivations to better engage with your audience – How do you relate to your products and your brand? Why do you want to address your audience? Creating valuable content starts with your personal history of health
  • Harnessing your brand to empower social change at any level – As COVID has demonstrated, there are some fundamental knowledge gaps in the general population. Healthcare companies are in a unique position to change that
Leigh-Ann Stewart, Head of Content, ATLAS BIOMED
A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speakers but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have an engaged conversation with your industry counterparts. The speakers may have questions for you as well!
  • Building trust and connection with your audience during and post COVID-19
  • Changing your mindset from “all about us” to “all about the reader” to deliver content that genuinely serves your readers’ needs (not your brands).
Kris Michael Diaz, Digital Manager, Content and Channels, Global Communications, MERCK/MERCK CREATIVE STUDIOS
  • Understanding how artificial intelligence (AI) and machine learning are changing the industry landscape
  • Implementing these emerging technologies to develop a strong relationship with HCPs and patients with the use of intelligent virtual assistants through the exploitation of chatbot technology
Sterlena Taylor, Director, Digital Health Solutions, NOVARTIS
A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speakers but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have an engaged conversation with your industry counterparts. The speakers may have questions for you as well!
A step-by-step guide with real-live examples:

  • Improve productivity through smarter asset management
  • See significant cost savings through significantly shorter campaign production times
  • Gain enhanced visibility and insights through the in-depth reports available to you
Milena Mitova, Sr. Manager, Marketing Operations and Automation, BAUCH HEALTH COMPANIES
  • Identifying categories of content per buyer journey stages to gain a better understanding of their needs, motivations and emotional states:
    • Initial awareness
    • Consideration
    • Decision-making stage
  • Tailoring your content to specific buyer journey stages to help the consumer move from one to stage to the next
Joe Ferry, Global Director, Digital and Marketing Operations MEDTRONIC DIABETES GROUP
In this session you’ll learn how leveraging the “Moneyball”/data-analytics approach can:

  • Consistently improve your content engagement
  • Increase conversions
  • Better accomplish your brand goals
Santos Torres, Senior Director of Marketing, Nevakar Inc
A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speakers but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have an engaged conversation with your industry counterparts. The speakers may have questions for you as well!

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