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Event Agenda | Digital Pharma East

Agenda

Mobile Day
Tuesday October 21, 2014
8:00

Registration and Morning Coffee for Mobile Day Participants

8:45

Co-Chairs’ Opening Remarks

UTeng Cheang, Manager, Mobile Marketing, ASTRAZENECA
Bob Cannan, CEO, EAGLE PRODUCTIVITY SOLUTIONS

9:00

Truly Leveraging the iPad as a Tactical Productivity Tool

Scott Powers, Associate Director, Field Analysis, NOVARTIS

9:30

Spice Up Your Relationships with Detail Aids

Keith Liu, Vice President, Klick Labs, KLICK HEALTH

10:00
Morning Networking & Refreshment Break
10:30

Test Your Mobile Maturity

Steven Robinson, Partner Sales & Marketing Operations, PURSUIT
Eunjoo Pluenneke, Director, Client Solutions, PURSUIT

11:00

Mobile isn’t a Strategy: a Holistic Look at Mobile Campaigns Including What Works Best in Pharma

Robin Kamen, Leader, Global Enterprise Multi-Channel Marketing & Strategy, PFIZER

11:30

Rising Above the System: How to Rescue Productivity from the Jaws of Technology

Bob Cannan, CEO, EAGLE PRODUCTIVITY SOLUTIONS
Jay McMeekan, Director, Global Business Technology Strategy, BAYER HEALTHCARE

12:00
Networking Lunch for Mobile Day Participants
1:00

Enhance HCP Multi-Channel Marketing to Increase Product Engagement

Chantal Kolber, Senior Director of Sales Operations and Development, WOLTERS KLUWER HEALTH

1:30

Purpose-Obsessed Design: How an Interface Design Philosophy Guides Marketing Strategy

UTeng Cheang, Manager, Mobile Marketing, ASTRAZENECA

2:00

How Pharma can Help Physicians Best Deliver Digital Content to Patients: Results of a KOL Roundtable

David Lee Scher, MD, FACC, FHRS – Clinical Consultant, FRONTLINE MEDICAL COMMUNICATIONS

2:30

Mind the App! Keep Clear of Dangerous Buzzwords to Create a Meaningful Mobile Experience

Ben Greenberg, VP, User Experience, WEBMD & MEDSCAPE

3:30

Leveraging Big Data to Drive Scale and Reach for Healthcare Marketers

Patrick Aysseh, President, TOMORROW NETWORKS

4:00

CASE STUDY
Storytelling and Multi-Surface Content

Marty Kovach, Multi-Channel Marketing, Creative Director, Creative Strategy Group, MERCK
Bernie Madden, Leader, Global Creative Network, MERCK

4:30

Virtual Health Assistants: Reach Patients Directly to Improve Engagement and Adherence 24/7

Mitch Lawrence, EVP Marketing and Healthcare Solutions, NEXT IT

5:00

A Formula for Creating Quality Pharma Mobile Health Apps

John Mack, aka Pharma(Mobile)Guy, PHARMA MARKETING BLOG/NEWS

5:30

The 5th Annual PharmaGuy Social Media Pioneer Award Ceremony

pharma_guy_award

5:40

Mobile Day Networking Cocktail Reception Hosted By

Eagle Productivity Solutions

Plenary Session | Main Conference Day 1
Wednesday, October 22, 2014
7:30

Registration Opens, Continental Breakfast & Morning Coffee in the Exhibit Hall

8:30

Co-Chair’s Opening Remarks

Joe Shields, Global Director, Campaign Strategy, ASTRAZENECA

8:40

PHARMA KEYNOTE
Weaving Digital, Patients, Marketing and Launch Excellence into a Successful Global Commercial Strategy

Gregory Lief, Senior Director, Global Commercial Excellence & Operations, BIOGEN IDEC

9:10

KEYNOTE SESSION
The Priceless Cities Blog: A Case Study in User Centered Marketing

Jay Mandel, Vice President, Global Digital Marketing, MASTERCARD

9:40

First Round Draft Picks: Social Media Landscape Post Guidance

Jay Goldman, Managing Director, KLICK HEALTH

10:10
Morning Networking & Refreshment Break
10:40

Enabling Customer-Centricity Through Affinity: Do You Know How Your Customer Prefers to Engage With You?

Pratap Khedkar, Managing Principal, ZS ASSOCIATES

11:10

DIGITAL PHARMA SERIES™ ANNUAL PLENARY PANEL DISCUSSION
Digital Marketing and Customer-Centricity in Pharma: How is the Customer Actually Being Put in the Center of Strategy

Moderator:

Joe Shields, Global Director, Campaign Strategy, ASTRAZENECA

Panelists:

Craig DeLarge, Former Global Leader, Strategy & Innovation, Multi-Channel Marketing CoE, MERCK
Peter Justason, Director, eMarketing, PURDUE PHARMA
Akash Pathak, Director, Digital Strategy, Marketing Communications, ABBVIE
Dave Ormesher, CEO, CLOSERLOOK, INC

11:55

PLENARY PANEL DISCUSSION:
Patient Targeting in Pharma:

Moderator:

Rob Rebak, Chairman & CEO, QUALITYHEALTH

Panelists:

Steve Sudovar, Senior Associate Director, Digital, BOEHRINGER INGELHEIM
Alvin Lin, Associate Director, US Marketing, ALEXION

12:30
Networking Strolling Lunch in the Exhibit Hall
1:30

Cracking the Code to Pharma’s Future Success

Josh Gray, Vice President athenaResearch, EPOCRATES, an ATHENAHEALTH SERVICE

2:00

PHARMA KEYNOTE SESSION
Delivering on the Promise of Multichannel Marketing

Samuel Sukoneck, Director, Multi-Channel Management Partner, BRISTOL-MYERS SQUIBB

2:30

Future Trends in Digital Marketing

Ben Wolin, Co-Founder & CEO, EVERYDAY HEALTH INC.

3:00

PHARMA KEYNOTE SESSION
Channel Management Strategy: Bringing Brand and Consumer Together – Being in the Right Place, at the Right Time, with the Right Message

Marc Salzo, Executive Director, Global Head of Channel Engagement, BOEHRINGER INGELHEIM

3:30
Afternoon Networking & Refreshment Break
4:00

Who’s Afraid of the Big Bad Wolf (aka User-Generated Content?)

Bruce Rooke, Chief Creativity Officer, GSW WORLDWIDE
Phil Storer, VP, Digital Strategy, THE NAVICOR GROUP

4:30

PHARMA KEYNOTE SESSION
Big Data: a Paradigm Shift Happening in the Digital Age that Pharma Cannot Ignore

Anthony Lee, PhD, Global Capability Director – Commercial Effectiveness, ASTRAZENECA

5:00

Marketing Beyond the Cliff

Bill Drummy, Founder & CEO, HEARTBEAT IDEAS & HEARTBEAT WEST

5:30

PHARMA KEYNOTE SESSION
Digital Folklore: a Pharmaceutical Marketing Tale

Pete Dannenfelser, Director of Marketing, Digital Center of Excellence, JANSSEN PHARMACEUTICALS
Zoe Dunn, Principal, HALE ADVISORS

6:00
Cocktail Reception
 

Hosted by:
Resonate

Thursday October 23, 2014
TRACK A | True HCP Engagement & Pharma’s Evolving Role


Understanding how healthcare transformation will impact the way pharma markets to its customers

7:45
Morning Coffee in the Exhibit Hall
8:30

Chair’s Opening Remarks

Jay Goldman, Managing Director, KLICK HEALTH

8:40

How to Personalize Non-Personal Promotion for HCPs

Michael Spitz, VP Strategy, KLICK HEALTH

9:10

Using Data to Engage More Physicians

Jeff Gaus, President & CEO, PROLIFIQ

9:40

Contradictions: The Changing World of Pharmaceutical Marketing

Jim DeLash, Promotion Optimization Director, Integrated Customer Experience, GLAXOSMITHKLINE

10:10
Morning Networking & Refreshment Break
10:40

Communicating Through the Physician Voice: Engaging HCPs on Their Terms

Erik Dalton, VP of Operations, HEALTHCASTS
Ara Dikranian, MD Rheumatologist, SAN DIEGO ARTHRITIS MEDICAL GROUP
Annie Singer, Manager, Digital Marketing Specialist, BRISTOL-MYERS SQUIBB

11:10

CASE STUDY
Healthcare Transformation is Forcing Pharma to Adjust the Way it Markets to it’s Customers: Taking a Detailed Look into Where Pharma Will Evolve

Deb Nevins, Senior Associate Director, Digital Promotion & MCM Strategy, BOEHRINGER-INGELHEIM

11:40

Engaging Customers Before They Are Customers: a Model for Pharma

Prodeep Bose, EVP, Customer Engagement Strategy, THE CEMENTBLOC

12:10

PANEL DISCUSSION
E-Marketing and HCP Engagement Tools: Does Digital Promotion Drive Prescription Volume or Does it Just Drive Up Expenses?

Moderator:

Peter Justason, Director, eMarketing, PURDUE PHARMA

Panelists:

RJ Lewis, President & CEO, EHEALTHCARE SOLUTIONS
Osnat Benshoshan, VP, Marketing, SERMO
Jay Denhart-Lillard, Brand Manager – Innovative Customer Experience, ELI LILLY

12:50
Networking Strolling Lunch in The Exhibit Hall
TRACK B | Patient Targeting & Building Customer Loyalty


Examining techniques in patient engagement, targeting and adherence to drive their continued loyalty in your brand as a customer

7:45
Morning Coffee in the Exhibition Hall
8:30

Opening Remarks from the Chair

Erin Uyttewaal, Senior Manager, Interactive Marketing, GENENTECH

8:40

CASE STUDY
Differentiating your Brand through Customer Experience

Michael Rowbotham, Director, Multi-Channel Marketing, PFIZER

9:10

Connecting with Patients Through Multichannel Engagement

Betty Michelson, Solution Sales Executive, IMS HEALTH

9:40

CASE STUDY
Solution Design in the Workflow (and 'Lifeflow') of Your Customer

Jay Denhart-Lillard, Brand Manager - Innovative Customer Experience, ELI LILLY

10:10
Morning Networking & Refreshment Break
10:40

Social is the New DTC

Malcolm Bohm, President & CEO, LIQUID GRIDS

11:10

PANEL DISCUSSION
Patient Centricity: Defining the Opportunity

Moderator:

Bob Brooks, EVP, WEGO HEALTH

Panelists:

Carrie Goldstein, APR, Product Public Relations, PFIZER, INC.
Catherine Price, Diabetes Health Activist, Health & Nutrition Writer
Sharon Coyle-Saeed, IBD Health Activist and creator of “IBD Journeys"

11:40

CASE STUDY
The Digitally Empowered Patient — How it is Impacting the Pharmaceutical Industry

Majorie Reedy, Director, GMRE (Global Market Research Excellence), MERCK

12:10

PANEL DISCUSSION
What the Evolving Alignment of Payors, Providers, Patients and Pharma Means to You

Moderator:

Burt Kann, SVP, Marketing Strategy & Client Services, HEALTHGRADES

Panelists:

Chris Hannah, President, CLUSTER HEADACHE SUPPORT GROUP, INC.
Margie Kuo, Former US Commercial Lead, PFIZER, INC
Chris Vannello, Director, Quality Improvement, ROTHMAN INSITUTE

12:50
Networking Strolling Lunch in the Exhibit Hall
TRACK C | MCM, Analytics and ROI Measurements


Creating the optimal channel mix and also the tools and frameworks with which to measure ROI that can be built into subsequent campaigns for continued success

7:45
Morning Coffee in the Exhibition Hall
8:30

Chair's Opening Remarks

Elena Alikachkina, Director, Multi-Channel Marketing & Analytics, GLAXOSMITHKLINE

8:40

CASE STUDY
How to Develop an Award Winning Multi-Channel Strategy and Achieve Team Alignment

Bert van Eijk, Director, Oncology & HCV, BOEHRINGER INGELHEIM

9:10

Revamping Your Digital Marketing Plan - Trends That Will Shape 2015

Olivier Zitoun, Founder & CEO, EVEO

9:40

CASE STUDY
Analytics is the Path to Digital Excellence

Elena Alikachkina, Director, Multi-Channel Marketing & Analytics, GLAXOSMITHKLINE

10:10
Morning Networking & Refreshment Break
10:40

In-Depth Study of Consumer Usage in Gathering Health Information to Enhance Marketing Campaigns

Tom Jones, Senior Vice President, Healthcare Practice, MAKOVSKY

11:10

Digital Innovation in a Traditional Organization - a Dog and Pony Show

Imran Haque, Head of eCommerce, Digital Strategy & Multi-Channel Marketing, ZOETIS

11:40

The Time is Now! Utilize Programmatic Buying and Predictive Data to Power Your DTC Digital Campaigns

Shannon Gallagher, VP of Analytics Services, CROSSIX SOLUTIONS
Angela Tenuta, Executive Vice President, INTOUCH SOLUTIONS

12:10

PANEL DISCUSSION
Finding the Right Balance in a Multi-Channel Marketing Contact Environment: Metrics and Tactics to Deliver the Promised ROI

Moderator:

Joyce Ercolino, Director, eStrategy, Global Commercial Development, CSL BEHRING

Panelists:

Meghan Lopresto, Director, Digital Promotion & Multi-Channel Strategy, BOEHRINGER INGELHEIM
Michael Horn, Vice President, Research, RESONATE
Bob Burg, Vice President of Sales, BEHAVIORMATRIX

12:40
Strolling Lunch in the Exhibit Hall
TRACK D | Digital Transformation & The Business Model


While business demands and regulatory guidance for pharma evolves, so too must the pharma organization and all of the affiliated divisions. Optimize the process here.

7:45
Morning Coffee in the Exhibition Hall
8:30

Chair's Opening Remarks

Paul Treichler, Channel Director, ACQUIA

8:40

'Regulatory Town Hall'
Considerations for Digital, Social and Mobile Promotion

Sheetal Patel, Director, Regulatory Advertising & Promotion, JOHNSON & JOHNSON

9:10

How the Internet can Accelerate Pharma Success in a New Consumer-Driven Healthcare Environment

Ido Hadari, CEO, TREATO

9:40

PANEL DISCUSSION
A Practical Review of Acceleration, Innovation, and Transformation Today

Moderator:

Mark Bard, Co-founder, DIGITAL HEALTH COALITION

Panelists:

M. Dana Rodden, Head, Enterprise Channel Marketing, US Pharmaceuticals, GLAXOSMITHKLINE
Deb Nevins, Senior Associate Director, Digital Promotion & MCM, BOEHRINGER INGELHEIM
Fred Bennett, Director, Digital Marketing, FOREST LABORATORIES
Michael Rowbotham, Director, Multi-Channel Marketing, PFIZER, INC

10:10
Morning Networking & Refreshment Break
10:40

Pharma Search & Social in 2015: a Rebirth of Performance Marketing

Marc Benjamin, Managing Partner, CONVERGENCE POINT MEDIA
Charles Davis, Associate Director, Inbound Media, CONVERGENCE POINT MEDIA

11:10

CASE STUDY
Sparking, Scaling and Institutionalizing Innovation

Scott Tyson, Product Director, Digital Marketing - North America, JOHNSON & JOHNSON
Lisa Flaiz, Group Product Director, Digital Marketing, JANSSEN PHARMACEUTICALS

11:40

Operationalizing Engagement with Patients and Healthcare Providers: How to Develop Collaboration Strategies and Workflows for Social Media

Phil Baumann, Member, Advisory Board, MAYO CLINIC CENTER FOR SOCIAL MEDIA

12:10

PANEL DISCUSSION
Creating the Rad Map: Overcoming Barriers for Cross Divisional Alignment and Business Objectives

Moderator:

Amanda Sheldon, Director, Digital Marketing & Communications, MEDTRONIC

Panelists:

Yemisi Chigbu, Primary Review Director, Digital Marketing & Oncology, Promotional Regulatory Affairs, ASTRAZENECA
Josh Axelrod, Compliance Counsel, JAZZ PHARMACEUTICALS
Erin Uyttewaal, Senior Manager, Interactive Marketing, GENENTECH
Amanda Sheldon, Director, Digital Marketing & Communications, MEDTRONIC

12:50
Strolling Lunch in the Exhibit Hall
Plenary Sessions | Conference Day 2 | October 23, 2014


Setting the stage with the major challenges and innovations being seen from executive level down in cutting edge digital marketing; both from inside pharma/med device and other leading sectors

2:00

Connected CRM™ and the New Addressability: Broadening the Funnel

Deb Furey, Senior Vice President, Life Sciences Strategy, MERKLE
Anitha Somanahally, Director of CRM, ABBVIE

2:30

True Multi-Channel Communications: Leveraging EHRs as a Cornerstone for Reaching Today’s Healthcare Providers

Rich Altus, President & CEO, PDR NETWORK

3:00

KEYNOTE SESSION
Connecting with Consumers in a Highly Regulated Environment

Scott Monty, Formerly Global Digital & Multimedia Communications, FORD MOTOR COMPANY

3:30
Afternoon Networking & Refreshment Break
4:00

KEYNOTE SESSION
How Computing Will Change Everything. Again.

Steve Brown, Intel Futurist, INTEL

4:30

PHARMA KEYNOTE
Overcoming Challenges in Quantitatively Delivering on What you Promise in Multi-Channel Marketing

David Burke, US Multi-Channel Marketing Lead, MERCK

5:00
Closing Remarks from the Chairs and Close of Conference
Social/Innovation Day | Friday, October 24, 2014


Showcasing those organizations who have been able to break the mold with innovative tools and tactics in engaging their customers, developing brand loyalty and driving sustained revenue increase. Pairing pharmaceutical with social/innovation platforms we provide detailed insights into how these platforms can be leveraged specifically by pharma and how out of sector companies are leading the way. This is not a forum for those who believe that 'we are pharma, and we can't do that'. Join us at this extremely interactive and case sharing environment to find out how.

8:00
Morning Coffee & Registration for Social/Innovation Day Participants
9:00

Opening Address from the Chair

Shwen Gwee, VP/Group Director, Social Strategy, DIGITAS HEALTH

9:20

The Doctor is linkedin: Leveraging LinkedIn Through Content Distribution to Build Relationships With a Global Professional Audience

Stephanie Katzman, Senior Account Executive - Healthcare, LINKEDIN MARKETING SOLUTIONS
Amy O’Connor, Senior Director, Digital & Social Media Communications, ELI LILLY

10:00

Expand Your Engagement and Join the Conversation: Developing a Strategy and Platform to Meet the Needs of Diverse Consumer Populations

Justin Scott, Director, Brand Strategy, TUMBLR
Lisa Flaiz, Group Product Director, Digital Marketing, JANSSEN PHARMACEUTICALS

10:40
Morning Networking Break
11:10

Win the Moment with Real-Time Marketing

Jeremy Anderson, Head of Healthcare, TWITTER

Dedicated Panel Discussion included with:

Melissa Mackey, Head, US Pharma Social Media, NOVARTIS

11:50

Healthcare Brands on Facebook? It CAN Be Done

Amanda Sheldon, Director, Digital Marketing & Communications, MEDTRONIC

12:20

Facing Pharma’s Unique Legal and Creative Challenges When it Comes to Developing Content

Patricia MacWilliams, Head of Healthcare, GOOGLE
Jenny Streets, Senior Director, Global Digital Strategy, ASTRAZENECA

1:00
Networking Luncheon
2:00

Crowdsourced Challenges Think-Tank

Moderated By:

Shwen Gwee, VP/Group Director, Social Strategy, DIGITAS HEALTH
Melissa Mackey, Head, US Pharma Social Media, NOVARTIS

2:45

Going Beyond Likes and Retweets - The Value of Social Listening, Analytics and Insights

Rupal Nanavati, Practice Head, Social Intelligence and Digital Marketing, DELL

3:30

Chairperson's Notes & Forum Day Roundup Evaluation of Lessons Learned

3:45
Close of Conference for 2014
Partnering with Agencies Day | Friday October 24 2014


The partnership between client and agency is crucial for the success of your communication and marketing strategy. Choosing the wrong agency for your needs can be a costly mistake. This focus day addresses well known challenges and best practices from the agency selection process, collaboration with procurement to negotiating effective contracts and on-boarding your agency to meaningful metrics to measure their performance. Learn about communication tools and strategies to collaborate effectively and prevent misunderstandings and participate in interactive roundtables to share experiences both from the client and agency side.

8:00
Morning Coffee & Registration for Participants
9:00

Opening Comments from the Chair

Dr. Augustine Fou, Professor, RUTGERS UNIVERSITY

9:20

Highlight Effective Tools and Strategies to Improve the Communication with Your Agency

10:00

How to Identify the Right Agency for the Job and Position them for Success!

Ross Nunamaker, Manager, eMarketing Strategy & Analytics, OLYMPUS AMERICA

10:40
Morning Networking Break
11:10

PANEL DISCUSSION: Discuss the Right and Wrong Way to Launch a Major Project with Your Agency

11:50

Defining Performance Metrics and Deliverables from an Agency Guy Turned into Client Perspective

Alejandro Potes, Digital Media Specialist, MEDTRONIC

12:20
Networking Luncheon
1:20

Roundtables: Addressing the Elephants in the Room - Help Your Agency Help You

Facilitated by Dr. Augustine Fou, Professor, RUTGERS UNIVERSITY

3:00

Chairperson's Notes & Day Roundup Evaluation of Lessons Learned

Dr. Augustine Fou, Professor, RUTGERS UNIVERSITY

3:30
Close of Conference for 2014

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