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Agenda

DIGITAL TECHNOLOGIES DAY | Tuesday, September 29, 2015
7:45AM
Registration and Morning Coffee for Digital Technologies Day Participants
8:30AM
Chair's Opening Remarks
Bob Cannan, CEO, EAGLE PRODUCTIVITY SOLUTIONS
8:45AM
International Case Study Evolving Your Entire Field Force: A Case Study in Replacing Laptops and Enforcing iPads as the Only Working Device for Sales Reps
Dorejd Kastrati, Executive Consultant, PHARMACEUTICAL INDUSTRY
9:15AM
Session Outline to Be Determined
Senior Executive, ADOBE
9:45AM
Creation of a Social Media Layer Within Organizations that Not Only Includes the Marketing Teams and Their Goals but Synchronizes With Other Areas of the Corporate Brand to Ensure a Successful Company-Wide Communication Strategy
Greg Birgfeld, Senior Director, Digital and Social Media, PHARMACYCLICS
10:15AM
Beyond Reminders: Adherence Requires Motivation
Katrina Firlik, M.D., Chief Medical Officer and Co-Founder, HEALTHPRIZE TECHNOLOGIES
10:45AM
Morning Networking and Refreshment Break
11:15AM
International Case Study Getting Patients to Take Out the Trash — What Healthcare Can Learn from the Garbage/Recycling Industry
Dan Pelletier, Senior Health Solutions Manager, ASTRAZENECA, CANADA
11:45AM
The Digital Dance Competition: Strictly Come Prepared
Matt Wood, Director, Client Strategy, EAGLE PRODUCTIVITY SOLUTIONS
12:15PM
Case Study Wearables. Where Do We Go from Here?
Tracy Yedlin, Digital Lead and Cross-Brand Manager, TAKEDA PHARMACEUTICALS
12:45PM
Driving the Patient-Physician Dialogue
Melissa Bojorquez, Senior Vice President, Client Strategy, PHYSICIANS INTERACTIVE
1:15PM
Networking Lunch for Digital Technologies Day Participants
2:15PM
Case Study Multiple Applications on CMS Environments — from CMS Selection to Market Segmentation
Felipe Tilca, Senior Business Systems Analyst, ABBVIE
2:45PM
Mobile Technology and Speakers Bureau Content: Impactful, Compliant Delivery
Spiro Yulis, Senior Vice President, Managing Partner, PHOENIX MARKETING SOLUTIONS
3:15PM
Case Study Carrying Web Content to the Next Generation: Using a Web Content Management System to Generate Mobile Apps
Tim Howland, Associate Director, Head, Digital Communications, BIOGEN
3:45PM
Revamping Your Digital Marketing Plan — Trends that Will Shape 2016
Olivier Zitoun, Founder and CEO, EVEO
4:15PM
Afternoon Networking and Refreshment Break
4:45PM
Case Study Channel Conflicts and Spend Optimization Strategy Conflicts
Atul Goyal, Consultant, Business Transformation, Lean Six Sigma Master Blackbelt, PFIZER
5:15PM
REGULATORY TOWN HALL — Considerations for Digital, Social and Mobile Promotion
Jack Scannelli, Regulatory Advertising and Promotion Lead-MS Business Unit, Drug Regulatory Affairs, NOVARTIS
John Riehl, Regulatory Advertising and Promotion Fellow, JOHNSON & JOHNSON
Sheetal Patel, Director, Regulatory Advertising and Promotion, JOHNSON & JOHNSON
5:45PM
International Case Study Patient Education Using Multichannel Media in Japan: The Importance of the Field Sales Force's Engagement
Saki Shigemori, Brand Manager, Strategic Project Management Department, Immunology BU, ABBVIE, JAPAN
6:15PM
DIGITAL TECHNOLOGIES DAY NETWORKING COCKTAIL RECEPTION
Hosted by Eagle Productivity Solutions:
PLENARY SESSIONS | CONFERENCE DAY 1 | Wednesday, September 30, 2015

Unlocking the potential of life science organizations’ speed, flexibility, culture and execution within digital health and evolved customer service offerings

7:30AM
Registration Opens, Continental Breakfast and Morning Coffee in the Exhibit Hall
8:30AM
Co-Chairs' Opening Remarks Welcome to the 9th Digital Pharma East… Setting the Tone, Co-Chairs’ Prerogative!
Melissa Mackey, Head of US Pharma Social Media, NOVARTIS
Pete Dannenfelser, Director, Pharmaceutical Digital Marketing, North America, JOHNSON & JOHNSON
8:50AM
Pharma Keynote Session The Power of Provocation: Using Lateral Thinking to Break Traditional Pharmaceutical Industry Conventions
Dan Seewald, Director of Worldwide Innovation, PFIZER
9:20AM
Keynote Session Optimizing Consumer-Driven Healthcare
Jeff Arnold, CEO, SHARECARE
Scott Norlund, Executive Vice President, Growth, Strategy and Innovation, TRINITY HEALTH
9:50AM
Preference-Driven Marketing
Behavioral-based customer preference data, widely available but significantly under-utilized, is critical to increasing customer engagement and promotion performance
Pete Mehr, Ph.D., Principal, ZS ASSOCIATES
10:20AM
Morning Networking and Refreshment Break
10:50AM
The ABCs of Gen X, Y, Z: RU Reaching E1 Appropriately?
Greg Jackson, Executive Vice President and Chief Data Officer, EVERYDAY HEALTH
11:20AM
Pharma Keynote Session Industrializing Multichannel in a Global Pharmaceutical Company
Andrew Ploszay, Head, Global Multichannel Marketing, GLAXOSMITHKLINE
11:50AM
Customer Experience and the Patient Journey
Monique Levy, Vice President of Research, DECISION RESOURCES GROUP
12:20PM
Digital Pharma Series™ Annual Plenary Panel Discussion Digital Marketing and Digital Health for Tomorrow: How to Launch for a Solution and Not Just a Product
Moderator:

Nuvan Dassanaike, Vice President — Lead, Global Integrated Marketing, MYLAN

Panelists:

Alicianne Rand, Vice President, Marketing, NEWSCRED
Meghan Lopresto, Director, Digital Promotion and Multichannel Strategy, BOEHRINGER INGELHEIM
Natalia Borinshteyn, Former Vice President, Global HCV Launch Team, ABBVIE
Peter Justason, Director, eMarketing, PURDUE PHARMA

12:50PM
Networking Strolling Lunch in the Exhibit Hall
1:50PM
Panel Discussion Customer Service Fireside Chat
Customer service is critical to the success of the contemporary business. Though the pharmaceutical industry has always put its customers first, its end users — consumers — can get short shrift in the customer service area. Many customer service centers in pharma companies are not tied into the sales and marketing side. Data is unharvested, opportunities are missed and messages may not be consistent. While there is a necessary separation in our industry between promotion and information, there is still an opportunity to build a stronger relationship between Marketing/Communications and Customer Service, perhaps even driving additional revenue and better health outcomes.
Moderator:

Zoe Dunn, Principal, HALE ADVISORS

Panelists:

Frank Lock, Director, Information Center, ASTRAZENECA, @AZHELPS
Greg Cohen, Associate Director, Global Multichannel Marketing, UCB, @UCB_Cares
Mary Ann Belliveau, Sales Leader, Health and Wellness, TWITTER

2:20PM
Evolving Toward Better Health
Presented by EPOCRATES, an ATHENAHEALTH COMPANY
2:50PM
Pharma Keynote Session Emerging Trends and Challenges in Leveraging Digital for Benefiting Patients
Rajesh Ghosh, Vice President and Head of Innovation and Strategy, NOVARTIS
3:20PM
Get Out Your Slingshot: How Underdog Healthcare Brands Are Beating Market Goliaths
Bill Drummy, Founder and CEO, HEARTBEAT IDEAS & HEARTBEAT WEST
3:50PM
Afternoon Networking and Refreshment Break
4:20PM
Pharma Keynote Session Accelerating Time to Market by Applying Operational Excellence Principles to Marketing Operations
Rob Kenny, Value Realization Leader, Global Commercial Excellence IT, ASTRAZENECA
4:50PM
Session Outline to Be Confirmed
Senior Executive, INKLING
5:20PM
Evaluating the Consumer Engagement Opportunities from Digital Health and Multichannel
Fred Bennett, Executive Director, Multichannel and Consumer Marketing, ACTAVIS
5:50PM
Digital Health Innovation Roundtable Analyzing the Nexus of Pharma, Digital Health and Innovation
Analyzing the Nexus of Pharma, Digital Health and Innovation
Moderator:

Larry Brooks, Director, Business Innovation: Digital Health, BOEHRINGER INGELHEIM

Panelists:

John Nosta, President, NOSTALABS, Member, GOOGLE HEALTH ADVISORY BOARD
Paul Ivans, CEO, EVOLUTION ROAD
Phil Coggshall, Associate Director, Consumer Engagement, Digital Innovation, MERCK

6:20PM
Main Conference Day One Networking Cocktail Reception
Hosted by: Makovsky
CONFERENCE DAY 2 | Thursday, October 1, 2015
TRACK A | True HCP Engagement & Pharma’s Evolving Role
Better understand physician behavior and preferences and align with emerging tools, strategies and technologies
TRACK B | Digital Patient Engagement, the Patient Journey and Behavioral Evolution
Patients' expectations and digital maturity have changed – leverage innovative tools to drive adherence and outcomes to reflect continued loyalty in your brand
TRACK C | Advancing the MCM Maturity Curve, Integration & Analytics
Create the optimal channel mix, tools and frameworks you need to measure ROI now — and to use in future campaigns
TRACK D | Digital Health Innovation and Transformation
Overcome key challenges in speed, flexibility, company culture and execution to realize the potential of digital health for the future of your business
7:45AM
Morning Coffee in the Exhibit Hall
8:30AM
Chair’s Opening Remarks
Dr. Theodore Search, Pharm.D., CEO, SKIPTA
Chair’s Opening Remarks
Natalia Borinshteyn, Former Vice President, Global HCV Launch Team, ABBVIE
Chair’s Opening Remarks
Elena Alikhachkina, Director, Global Analytics and Strategic Insights, JOHNSON & JOHNSON
Chair's Opening Remarks
Chris Hartigan, Vice President, Higher Education and Verticals, ACQUIA
8:40AM
Case Study HCP Customer Engagement Focus: Pharma Progress (or Lack Thereof) to Date Within the Multichannel Space — or More Accurately — the Omnichannel Space
Deb Nevins, Senior Associate Director, Digital Promotion and MCM Strategy, BOEHRINGER INGELHEIM
Case Study Patient-Centered Analytics: What It Is, Why It’s Important and Case Study Examples
Nina Mian, Head of Biomedical Informatics, ASTRAZENECA
Case Study Profiling Tangible Innovation in the MCM Space
Fabrizio Caranci, Director Channel Innovation, MERCK
My Experience with Digital Health Initiatives: Sharing My Personal Journey and Learnings on Digital Health Initiatives Within Pharma
Jose Herrera Seibt, Digital Health Technologist
9:10AM
Utilizing Specialized Online Medical Communities to Engage HCPs
Dr. Theodore Search, Pharm.D., CEO, SKIPTA
Connecting with Patients Through Multichannel Engagement
Tal Rosenberg, General Manager Technology and Applications, US, IMS HEALTH
Enhance HCP Multichannel Marketing to Increase Product Engagement
Chantal Kolber, Director of Digital Sales and Strategy, WOLTERS KLUWER
Evolving Your Digital Marketing Plans from Communications to Engagement
Prodeep Bose, Executive Vice President, Multichannel Strategy, THE CEMENTBLOC
9:40AM
Case Study The Future Is Now: Strategies for Engaging Patients via Social Media in Compliance With Current International Guidelines and Regulations
Case Study Best Practices to Increase Patient Engagement on Your Brand's Website
Libby Wlochowicz, Director, Consumer and Multichannel Marketing, AMGEN
Digital Debate The Digital Promised Land: Why Aren’t We There Yet? It's Really Hard to Get Things Done!
Melina Leone, Digital and NPP Marketing, Oncology, INCYTE PHARMACEUTICALS
Michael Rowbotham, Director, Multichannel Management, PFIZER
Case Study Analyzing B2B eCommerce Initiatives Achieving Success
Imran Haque, Head of eCommerce, Digital Strategy and Multichannel Marketing, ZOETIS
10:10AM
Morning Networking and Refreshment Break
10:40AM
Enhancing the Physician Experience Through Multichannel Marketing
Christian Meyer, Vice President, BENCHWORKS
Eric Dalton, Executive Vice President, HEALTHCASTS
From Waiting Room to Chat Room: The Evolution of the Digital Patient Journey
Alexandra Peterson, Senior Vice President, Health Practice Director, MAKOVSKY
How Intelligent Is Your Multichannel Strategy?
Peter Lammers, Vice President of Integrated Multichannel Engagement, QUINTILES
Creating Havoc — Social Media and Pharma
Gary Page, Vice President, Industry Solutions, ZINC AHEAD
11:10AM
Case Study How to Connect Content, Channels and Analytics to Deliver a More Integrated Customer Experience
Sandra Velez, Content Strategy Leader, MERCK
Case Study The Customized Chat Assistant: a Case Study from Medtronic
Amanda Sheldon, Director, Digital Marketing and Communications, MEDTRONIC
Case Study An Industry Insider View into Analytics, New Tools and Multichannel Technology
Elena Alikhachkina, Director, Global Analytics and Strategic Insights, JOHNSON & JOHNSON
Case Study Delivering “Value Excellence”; the Latest and Greatest Way of Saying “Beyond the Pill”; the Latest and Greatest Way of Saying “Value Added”
Lisa Flaiz, Group Product Director, Digital Marketing, JANSSEN PHARMACEUTICALS
11:40AM
From Micro to Macro — Moving into a New Era of "Performance-Based Medicine"
Anthony Manson, Chief Digital Officer, M.D./ALERT MARKETING
Masters of Content Marketing: Meet Your Colleagues Doing Content Marketing Right
David Kopp, Executive Vice President and General Manager, Media, HEALTHLINE
Think You Know How Your Brand Website Is Performing? Think Again.
Dan Stein, SVP of Analytics Services and Product Strategy, CROSSIX SOLUTIONS
As Others See Us… And How To Change That
Bruce Grant, Senior Vice President, Healthcare Strategy, EPSILON
12:10PM
Closing Panel Discussion Customer Expectations Have Changed: Finding YOUR Path to Customer Excellence
Brand-centricity -> customer centricity, evolution of the sales rep as a channel, the role of data insights and performance accountability – have you evolved your business model in line with your customer base?
Moderator:

Paul Murasko, Senior Director, Multichannel Marketing, SUNOVION PHARMACEUTICALS

Panelists:

Chris Mutkoski, CEO, AXON COMMUNICATIONS AND MYDOC
Neil Keene, Senior Associate Director, Customer Engagement Strategy, BOEHRINGER INGELHEIM
Nicole Rojas, Head of Digital Corporate Communications, SHIRE

Closing Panel Discussion Navigating Considerations for Social Media: Taking into Account Consumer Expectations, Their Grasp of Digital and the Life Science Business Model
Panelists:

Carrie Goldstein, Product Public Relations, PFIZER
David Goldsmith, Vice President, Corporate Strategy and Business Development, ALLIANCE HEALTH
Josh Axelrod, Compliance Counsel, JAZZ PHARMACEUTICALS

Closing Panel Discussion Bridging the Gap Between What MCM Is Today and Where "Marketing" Will Be Tomorrow: Evolving Marketers Toward Being More Quantitative
Moderator:

Meghan Lopresto, Director, Digital Promotion and Multichannel Strategy, BOEHRINGER INGELHEIM

Panelists:

Clarissa Beyah-Taylor, Global Communication Lead, Healthcare IT, GE HEALTHCARE
Jim DeLash, Director, Multichannel Marketing Execution, Multichannel Strategy and Operations, GLAXOSMITHKLINE
Paul Murasko, Senior Director, Multichannel Marketing, SUNOVION PHARMACEUTICALS
Sai Punjabi, Associate Director, Global Commercial Excellence and Digital Solutions, NOVARTIS

Closing Panel Discussion Digital Health 3.0: From Drugs to Healthy Outcomes, Where Can Digital Take Us?
Panelists:

Nuvan Dassanaike, Vice President — Lead, Global Integrated Marketing, MYLAN
R.J. Lewis, President and CEO, EHEALTHCARE SOLUTIONS
Steve Sudovar, Senior Associate Director, Multichannel Marketing, BOEHRINGER INGELHEIM

12:50PM
Strolling Lunch in the Exhibit Hall
2:00PM
Inter-Departmental Roundtable Driving Digital Innovation Throughout The Organization: Let's Not Say "No," Let's Say "How"
Moderator:

Melissa Mackey, Head of US Pharma Social Media, NOVARTIS

Panelists:

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

2:30PM
How the Internet Can Accelerate Pharma Success in a New Consumer-Driven Environment
Ido Hadari, CEO, TREATO
3:00PM
Afternoon Networking and Refreshment Break
3:30PM
Session Outline To be Confirmed
Brian Cantwell, Associate Director, Marketing Technology, BIOGEN
Paul Shawah, Vice President, Product Marketing, VEEVA
4:00PM
Picture This: Instagram and Pharma
Doug Weinbrenner, Senior Director, Social Media, INTOUCH SOLUTIONS
Rebeca Bechily, Group Marketing Manager, BAXALTA
4:30PM
Nailing Customer Loyalty in the Era of Mobile, Social and the ADHD Customer
Peter Shankman, CEO, Adventurist, Entrepreneur and Adjunct Professor, PETERSHANKMAN.COM
5:00PM
Closing Remarks from the Chairs and Close of Conference
DIGITAL PHARMA SOCIAL/INNOVATION DAY | Friday, October 2, 2015

Chaired by Shwen Gwee, Associate Director, Global Digital Customer Engagement at Biogen, Social/Innovation Day is dedicated to showcasing organizations that have been able to break the mold with innovative tools and tactics in order to reach their customers, develop brand loyalty and drive revenue. This is not a forum for those who believe that “we are pharma, and we can’t do that.” In 2014 we learned from case studies and fireside chats from LinkedIn and Eli Lilly, Tumblr and Janssen, Twitter and Novartis, Facebook and Medtronic, and Google and AstraZeneca. We also heard from Dell and a number of HealthTech startup companies.

Join us in this extremely interactive, case-sharing environment to find out who and how social/innovation is shaping our industry, and check back soon for additional details about this exciting day!

8:00AM
Morning Coffee and Registration for Social/Innovation Day
9:00AM
Welcome Address from the Chair
The Fireside Chat Morning Sessions
In 20 minutes, representatives from various social media platforms will outline and present on the innovative strides being made by social media and pharma/med devices in unison – and where actionable initiatives can be leveraged in the healthcare space.
This will be followed by an additional 20 minutes where both parties take part in a "Fireside Chat" in which they discuss the challenges of leveraging these platforms as tools for engaging customers in healthcare, the feedback they have received, benefits and ultimate practical successes.
Shwen Gwee, Associate Director, Global Digital Customer Engagement, BIOGEN
9:20AM
Twitter and Pfizer
Social, Mobile, Digital, Technology, Consumer, Patients, Physicians: We Are All Connected.
Alison Reichert, Digital Strategy, PFIZER, INC
Katie Collins, Senior Account Executive, TWITTER
10:00AM
Instagram and Baxalta
Picture This: Instagram and Pharma — Connecting Patients, Content and the Brand Within a Modern-Day Narrative
Doug Weinbrenner, Senior Director, Social Media, INTOUCH SOLUTIONS
Rebeca Bechily, Group Marketing Manager, BAXALTA
10:40AM
Morning Networking Break
11:00AM
novative Ways to Connect with HCPs Using LinkedIn
Joel De La Garza, Global Social Media/Digital Strategist, ST. JUDE MEDICAL
Stephanie Katzman, Senior Account Executive, Marketing Solutions, LINKEDIN
11:40AM
Google/YouTube
Facing Pharma’s Unique Legal and Creative Challenges When It Comes to Developing Content — A Year On, Have Regulations, Video Content and Pharma’s Understanding Thereof Evolved?
Patricia MacWilliams, Head of Healthcare, GOOGLE
12:20PM
Working Luncheon and Innovation Startup Pitches
Grab lunch and head back to your seat while innovative startups deliver 10-minute pitches outlining their healthcare innovations. Understand where you might be investing significant resources and time in the near future!
Case Studies and Innovation Keynotes
Where are the innovations that will underpin our business coming from? With pharma organizations developing their own in-house venture capital arms, we know that investment in key innovations and social enterprises is crucial to the delivery of improved patient engagement and, ultimately, outcomes.
Listen to what is coming next and how pharma can prepare for the future.
1:00PM
Medtronic’s Experience in Successfully Managing and Cultivating a Specific Community Across Multiple Social Channels in Real Time
Amanda Sheldon, Director, Digital Marketing and Communications, MEDTRONIC
1:30PM
How to Develop Healthcare Ventures and Innovations with Accelerated Clinical and Patient Impact
Zen Chu, Faculty Advisor, MIT Healthcare Ventures Course and Hacking Medicine; Managing Director, MASSACHUSETTS INSTITUTE OF TECHNOLOGY; ACCELERATED MEDICAL VENTURES, LLC.
2:00PM
Closing Remarks from the Chair and Close of Conference

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