Rahul Avasthy
Lead, Digital Transformation and Experience
ABBOTT

• In F2F engagements it’s easy to know when your customer is happy or not, but in digital? – what is the digital equivalent of a smile?
• Teams need to measure success based on the behavior they want to change
• Making sense of the digital KPIs vs business success KPIs
• Visualizing the measurement across the customer journey
• Comparing the measurement by microsegments

José Maria Guido Avila
Global Brand Lead, HCP Marketing
SANOFI

As many as two-thirds of HCPs feel they are bombarded with generic digital content from biopharma, rather than more personalized, tailored, and user-friendly information. However, using predictive analytics allows brand teams to trigger highly relevant clinical, adherence, and access messages at critical moments throughout the point of care. This session will share new data-driven marketing strategies brand teams can use to increase the value and relevance of provider communications, using a real-world example for additional insight and context.

Eze Abosi
Head, Real World Evidence Solutions
OPTIMIZERX

• What is your definition of hybrid?
  ○ Based on this definition, what are you actually doing outside of Veeva for salesforce?
  ○ Including multichannel activities on Veeva so that the field force can act on this
• What are ‘Next Best Actions’ for reps? E.g. based on what banner HCPs clicked -what should you be doing next?
• What does Next best Action 2.0 look like?
• Omnichannel
• Evaluating what percentage you should be doing hybrid vs. F2F vs. remote - how can you better utilize the data?
• Analyzing the role of virtual reps and whether they are sustainable

Moderator:
Paul Murasko
Head of Digital Customer Interaction, North America
IPSEN

A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speaker, but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have a face-to-face,engaged conversation with your industry counterparts. The speaker may have questions for you.

Alternatively, grab a coffee and snack and get ready for the next set of sessions!

Rahul Avasthy
Lead, Digital Transformation and Experience
ABBOTT

José Maria Guido Avila
Global Brand Lead, HCP Marketing
SANOFI

Paul Murasko
Head of Digital Customer Interaction, North America
IPSEN

Eze Abosi
Head, Real World Evidence Solutions
OPTIMIZERX

• Is transforming Personal/Non-Personal Promotion to a hybrid model here to stay?
• How can you maximize gains from existing capabilities and foster a culture that embraces a hybrid model?
  ○ Collaborating across the organization to build more holistic HCP customer engagement plans
• A microsite doesn’t equal a digital strategy – better customer engagement strategies in pharma
• Building momentum for the digital leap by developing capabilities:
  ○ Content: is pharma building the right content and services to engage customers on their terms?
  ○ Channels: building omnichannel engagement
  ○ Data and technology: are we investing in the right areas to truly understand what customers need?
  ○ Talent: hiring during a pandemic
• Using agile principles to manage the marketing backlog
• Achieving scale quickly

Panelists:

John Lineen
Lead, Worldwide Engagement and Channel Planning (CV/IM)
BRISTOL MYERS SQUIBB

Angela Hortsmann
US Brand Lead, Immunology Biologics
ASTRAZENECA

Sai Punjabi
Global Digital Marketing Capabilities and Operations Director
ABBVIE

Kevin Hsieh
Service Lead, Web and Mobile
GENENTECH

Fred Bennett
Executive Director, Digital Strategy and Operations
BAYER

Tony Dale
SVP of Sales and Chief Revenue Officer, medPage Today
EVERYDAY HEALTH

As HCPs are being inundated with digital media, we are starting to see growing signs of “Digital Fatigue.” In this presentation, you will learn ways to counter this phenomenon with strategically integrated print. Specifically, we will explore the neuroscience behind the power of print as well as illustrate its benefits with case studies from one of the industry’s foremost authorities, D+R Lathian.

• Learn how print complements digital and creates synergy with your MCM campaigns
• Explore the concept of “omni-office” and how to engage multiple office stakeholders
• Discover why “paper” beats “digital” in many ways according to neuroscientists
• Review case studies of successful print programs to understand what’s working now and why?

Greg Ragland
RVP of Business Development
D&R LATHIAN

• Identifying the true need: IS a commercial really worth it?
  ○ Diving in to when/how to test/survey
  ○ Looking into patient demographics
  ○ Looking at a full breadth of ways to target via TV outside of the traditional linear spot: Connected and Addressable TV.
• Creative: What do patients want to see
  ○ Not another pharma commercial
  ○ Dial up the tension: Create something that allows the user to get brought in
  ○ Be accurate when it comes to patient portrayal
• Outcome
  ○ Three sets of measurement: Test and control, Survey, marketing mix
  ○ Set correct benchmarks
  ○ Align with legal/compliance on what is ‘trackable
• What’s next?
  ○ What will we see in 2022-2023

Mike Ruta
Director, Oncology Consumer Marketing
GSK

Senior Executive
GOODRX

Generations of misconceptions created a narrative about gout in the minds of healthcare professionals. While emerging research offered new perspectives, to reach HCPs with the information required breakthrough campaigns that turned these misconceptions on their head. With the launch of two multi-faceted campaigns, Gout Lies and Don’t Fail Kidney, Horizon Therapeutics has been able to change perceptions about gout and impact how HCPs are approaching this disease. The team will share:

• How thumb-stopping creative became the start of research-driven campaigns
• Ways that multi-faceted campaigns delivered robust reach to key HCPs
• The evolution to continue to drive core brand goals

Interviewer:

Amanda Phraner
Director, Product Communications
HORIZON THERAPEUTICS

Interviewee:

Michael Nagro
Vice President of Marketing, Gout
HORIZON THERAPEUTICS

Hear about how a pharma company found themselves in need of a new solution, but wanting to avoid building yet another gadget in search of a patient benefit. Learn about how involving our customer from the get-go took us into areas of development we hadn't planned, and what that did to our long-term planning for our brand as well.

Jay Denhart-Lillard
Marketing Director: Neurological Rare Disease / OMNI Pipeline
GENENTECH

A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speaker, but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have a face-to-face,engaged conversation with your industry counterparts. The speaker may have questions for you!

Alternatively, grab a coffee and snack and get ready for the next set of sessions!

Jay Denhart-Lillard
Marketing Director: Neurological Rare Disease / OMNI Pipeline
GENENTECH

Angela Hortsmann
US Brand Lead, Immunology Biologics
ASTRAZENECA

Sai Punjabi
Global Digital Marketing Capabilities and Operations Director
ABBVIE

Mike Ruta
Director, Oncology Consumer Marketing
GSK

Greg Ragland
RVP of Business Development
D&R LATHIAN

Kevin Hsieh
Service Lead, Web and Mobile
GENENTECH

Tony Dale
SVP of Sales and Chief Revenue Officer, medPage Today
EVERYDAY HEALTH

Fred Bennett
Executive Director, Digital Strategy and Operations
BAYER

Continue the dialogue far into the future by joining our LinkedIn Group: https://www.linkedin.com/groups/101428/

Chris Easton
Senior Director, Global Commercial Lead - Personalized Medicine
TAKEDA

Senior Executive
DRFIRST

Interviewer:
Zoe Dunn
Principal
HALE ADVISORS

Interviewees:

Maura Harrigan
Senior Director, Marketing
BLUE EARTH DIAGNOSTICS

Jacqueline Wong
Associate Director, Marketing
BLUE EARTH DIAGNOSTICS

A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speaker, but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have a face-to-face,engaged conversation with your industry counterparts. The speaker may have questions for you.

Alternatively, grab a coffee and snack and get ready for the next set of sessions!

Chris Easton
Senior Director, Global Commercial Lead - Personalized Medicine
TAKEDA

Senior Executive
DRFIRST

Zoe Dunn
Principal
HALE ADVISORS

Maura Harrigan
Senior Director, Marketing
BLUE EARTH DIAGNOSTICS

Jacqueline Wong
Associate Director, Marketing
BLUE EARTH DIAGNOSTICS

All brands have those “hard-to-reach”; consumers. When your audience is people with a rare disease, reaching them gets even trickier. Hear how one marketing team managed to increase engagement exponentially by using innovative channels and unconventional messaging through a massive online gaming tournament, an unboxing event, and with a few “Dad jokes”.

The session will cover:

• The importance of truly understanding your audience as people, not just patients
• Why innovation is not just good, but critical for your marketing goals
• How trying something new in a highly regulated space is possible

Interviewees:

Petra Szatmari
Principal, Hemophilia Marketing Team
GENENTECH

Suha Patel
Marketing Director - Hemophilia
GENENTECH

Lori Holland-Hancock
Director, Digital Strategy Team, Oncology
MERCK

Libby Wlochowicz
Director, Consumer and Patient Marketing
HORIZON THERAPEUTICS

A safe space to talk candidly through your challenges, new tools/tactics. Dedicated VIDEO Q&A time, not only with the speaker, but with your industry peers. This is not a live chat or faceless group. This is an opportunity to have a face-to-face,engaged conversation with your industry counterparts. The speaker may have questions for you.

Alternatively, grab a coffee and snack and get ready for the next set of sessions!

Petra Szatmari
Principal, Hemophilia Marketing Team
GENENTECH

Suha Patel
Marketing Director - Hemophilia
GENENTECH

Libby Wlochowicz
Director, Consumer and Patient Marketing
HORIZON THERAPEUTICS

Lori Holland-Hancock
Director, Digital Strategy Team, Oncology
MERCK

Continue the dialogue far into the future by joining our LinkedIn Group: https://www.linkedin.com/groups/101428/