Digital Pharma East
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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 Health

Peter Stark, CEO, PURSUIT

11:00

Best Practices: What You Must Know Prior to Launching an eDetailing Campaign

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, Director of Digital Advertising Strategy & Promotions, WOLTERS KLUWER HEALTH

1:30

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

UTeng Cheang, Manager, Mobile Marketing, ASTRAZENECA

2:00

Mobile Technology and Speakers Bureau Content: Impactful, Compliant Delivery

Tracy Doyle, President & CEO, PHOENIX MARKETING SOLUTIONS
Tommy Barlow, Senior Digital Marketing Strategist, INFUSE MEDICAL

2:30
Afternoon Networking & Refreshment Break
3:00

Multi-Channel Tactics to Deliver Your Message and Engage HCPs with Direct Access

Senior Executive, FRONTLINE MEDICAL COMMUNICATIONS

3:30

Mobile Engagement Applications – Enriching the Conversation with your Healthcare Professionals

Robert Mikhael, Business Technology Director & AfME Regional GIP BT Lead, PFIZER, INC

4:00

Is it Really Worth it to Create a Mobile App for your Brand? The Use of Apps in the Pharmaceutical Industry

If you are interested in leading this session, please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236

4:30

The 5th Annual PharmaGuy Social Media Pioneer Award Ceremony

pharma_guy_award

4:35

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

KEYNOTE SESSION
Connecting with Consumers in a Highly Regulated Environment

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

9:10

PHARMA KEYNOTE SESSION
Industrializing Multi-Channel Launches in a Global Pharmaceutical Company

Andrew Ploszay, Head, Global Multi-Channel Marketing, GLAXOSMITHKLINE

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, Global Leader, Strategy & Innovation, Multi-Channel Marketing CoE, MERCK
Michael Lamberson, Senior Director, Worldwide Commercial Marketing, ACCLARENT
Peter Justason, Director, eMarketing, PURDUE PHARMA
Akash Pathak, Director, Digital Strategy, Marketing Communications, ABBVIE

11:40

PLENARY PANEL DISCUSSION:
Patient Targeting in Pharma:

Moderator:

Rob Rebak, Chairman & CEO, QUALITYHEALTH

12:20
Networking Strolling Lunch in the Exhibit Hall
1:20

PANEL DISCUSSION:
Evolving Toward Better Health

Presented By:

EPOCRATES, an ATHENAHEALTH COMPANY

1:50

PHARMA KEYNOTE SESSION
Delivering on the Promise of Multichannel Marketing

Terri Young, Executive Director Sales & Marketing, BRISTOL-MYERS SQUIBB

2:20

Future Trends in Digital Marketing

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

2:50

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

3:20
Afternoon Networking & Refreshment Break
3:50

The Stage is Set for Data-Driven Content Marketing

Ryan DeShazer, EVP, Managing Director, INVENTIV MEDIA 360
Bruce Rooke, Chief Creativity Officer, GSW WORLDWIDE

4:20

PHARMA KEYNOTE SESSION
Cultivating a Digital Marketing Strategy for Multiple, Global Therapeutic Classes

Sandra Orta, Global Marketing & Commercial Lead, PFIZER

4:50

Marketing Beyond the Cliff

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

5:20

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

5:50
Cocktail Reception
 

Hosted by:
Resonate

Thursday October 22, 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

HCP Strategy - How to Build an Enterprise-Wide Center of Excellence for Pharma Companies

Dana Vogel, Associate Director, HCP Strategy Channel Lead, New Commercial Channels, NOVARTIS

9:10

Using Data to Engage More Physicians

Jeff Gaus, President & CEO, PROLIFIQ

9:40

CASE STUDY
Optimizing your Multi-Channel Marketing Approach to HCPs

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

John Theobald, Founder & CEO, HEALTHCASTS

11:10

CASE STUDY
Creating a Program for Multiple Product Launches: Linking Technology with Launch Excellence

Justin Zamirowski, Senior Director, Program Management, OTSUKA PHARMACEUTICAL COMPANIES

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?

Panelists:

Matt Boyd, Director, Digital & Social Media, Global Business Innovation & Strategy, EMD SERONO
Gary Lewandowski, Director, PURDUE PHARMA
RJ Lewis, President & CEO, EHEALTHCARE SOLUTIONS
Senior Executive, WORLDONE INTERACTIVE + SERMO

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

8:40

CASE STUDY
Differentiating your Brand through Customer Experience

Michael Rowbotham, Director, Multi-Channel Marketing, PFIZER

9:10

Detecting and Managing Adverse Events in Social Media and Unstructured Data

Siva Nadarajah, General Manager, Social Media Offerings, 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

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, Associate Director, Digital Promotion & MCM Strategy, BOEHRINGER-INGELHEIM

11:40

Leverage Innovative Social Networks to Improve Health Outcomes, Lower Costs and Foster a More Consumer-Centric Approach

Senior Executive, ALLIANCE HEALTH

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

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

12:10

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

Panelists:

Meghan Lopresto, Director, Digital Promotion & Multi-Channel Strategy, BOEHRINGER INGELHEIM
Joyce Ercolino, Director, eStrategy, Global Commercial Development, CSL BEHRING
Michael Horn, Vice President, Research, RESONATE

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

Barbara Solomon, Director, ACQUIA

8:40

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

Sheetal Patel, Director, Regulatory Advertising & Promotion, JOHNSON & JOHNSON
Jack Scannelli, Regulatory Advertising & Promotion Lead - MS Business Unit, NOVARTIS

9:10

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

Ido Hadari, CEO, TREATO

9:40

CASE STUDY
Optimizing Creative Digital Content Utilization Across Tactics

Mike Stankevicz, Global Multi-Channel Marketing IT Director, MERCK

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

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

CASE STUDY
Managing Global Teams: Navigating through Cultural, Lingual and Geographic Challenges

Sukh Chugh, Director, R&D Informatics Services, ALLERGAN

12:10

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

Panelists:

Joff Masukawa, Vice President and Global Head, Government Relations and Public Affairs, SHIRE
Yemisi Chigbu, Primary Review Director, Digital Marketing & Oncology, Promotional Regulatory Affairs, ASTRAZENECA
Josh Axelrod, Compliance Counsel, JAZZ PHARMACEUTICALS
Jamie Manning, Manager, Global Digital Communications, BIOGEN IDEC

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 Platform Marketer: From Managing the Funnel to the Fat Pipe

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

2:30

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

David Burke, US Multi-Channel Marketing Lead, MERCK

3:00

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

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

3:30
Afternoon Networking & Refreshment Break
4:00

PHARMA KEYNOTE
Taking Your Digital Media Optimization to the Next Level

Barbara Salami, Global Leader, Digital Analytics & Campaign Management, SHIRE

4:30

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

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

Stephanie Katzman, Senior Account Executive - Healthcare, LINKEDIN MARKETING SOLUTIONS

10:00

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

Dominic Militello, Brand Strategy Lead, Pharma Vertical, TUMBLR

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 Social Media, NOVARTIS

11:50

How to Partner with and Leverage a Social Media Platform to Foster Unique Consumer Engagement and Business Opportunities

Amanda Sheldon, Director, Digital Marketing & Communications, MEDTRONIC

12:20
Networking Luncheon
1:20

Crowdsourced Challenges Think-Tank

Moderated By:

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

1:40

Measurement & ROI Think-Tank

2:00

Social/Innovation Roundtables

Splitting the group into roundtables co-led by pharma marketing innovation leaders and social/digital platforms. Spend time at each roundtable understanding and discussing exactly how you can leverage innovation, customer engagement and marketing techniques and generate 3 takeaway lessons to remove roadblocks to innovation at your organization.

3:15

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

3:30
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

Joff Masukawa, Vice President, Global Government and Public Affairs, SHIRE

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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