How Next Generation Closed-Loop Marketing (CLM) Can Maximize Your Sales: Meeting the Challenges of Hyper-competition

The goal of CLM attempts to explore, explain and alter physician decision-making. Despite hundreds of studies on the efficacy of certain drugs, little has been undertaken to explore the physician's decision in making a specific drug choice.

This workshop will be broken into two sections, an ROI workshop on CLM, and The Clinical Factor, which helps analyze the physician's perceived clinical value of existing medications, and use that data to predict the rate of adoption of future medications.

In the first half of the workshop, discussions will be centered around the adoption of a Closed-Loop Marketing solution to enhance the execution of key brand management and sales management activities in today's rapidly evolving hyper-competitive market.

In the second half of the workshop, the Clinical Factor will be introduced. This will discuss how to capture the data required to understand how a physician chooses to prescribe one drug over another based on understanding the physician's perceived clinical value of competing agents.

Diagnosis Customer Satisfaction: A Presciption for Measuring, Managing and Improving the Web Channel

Presenter: Chrissy Toeplitz, Industry Director, ForeSee Results

The web plays a critical role in promoting pharmaceutical products and building relationships with both consumers and the medical community. While the web is definitely an emerging communication and brand-building tool for the industry, its effectiveness can be difficult to quantify.

Chrissy Toeplitz, Industry Director at ForeSee Results will share insights into the benefits of measuring online customer satisfaction with pharmaceutical websites as a reliable metric for quantifying their value. She'll discuss how use of a predictive customer satisfaction analytic based on the powerful methodology of the American Customer Satisfaction Index (ACSI) can show pharma sites how well they're meeting the needs of their online audiences and where to focus improvement efforts to drive word of mouth marketing, sales of OTC products and physician prescriptions of drugs, among other desired future behaviors.

Chrissy will share real world examples of how ForeSee Results is currently working with several pharmaceutical organizations to measure both consumer and healthcare professional-focused sites, including a membership site for a popular OTC drug and an educational site for healthcare professionals designed to provide educational information through the low-cost web channel.

5 Critical Strategies for Pharmaceutical Marketers to attract, engage, and acquire new customers online

Presenter: Jere Doyle, President and CEO, Prospectiv

A recent study by Prospectiv shows that for the majority of consumers, the cure for what ails them can be found online. In fact, the Internet was overwhelmingly their most trusted and reliable resource for researching ailment and drug information, beating out broadcast media and magazines by a large margin.

“What's particularly interesting is the low number of consumers who rely on pharmaceutical sites for information, indicating that brand managers need to find new ways to peak consumer interest and engage them,” said Jere Doyle, President and CEO of Prospectiv. “Educational e-newsletters, health-focused web sites and micro-sites focused on specific ailments have proved very effective in this regard. The first step toward initiating these online resources is for brand managers to build an in-house database of self-profiled consumers who have expressed an interest in learning more about their treatment options.”

During this workshop Doyle will discuss 5 critical strategies for attracting, engaging and acquiring new consumers who want to build a direct relationship with your brand. Relevant pharmaceutical examples will be discussed during this time enabling you to leave with best practices that can be applied immediately to your marketing campaign.

Prospectiv ( http://www.prospectiv.com ) provides industry-leading online customer acquisition and data analysis solutions to leading pharmaceutical brands such as GlaxoSmithKline, Wyeth and Johnson & Johnson. Prospectiv owns and operates the online properties Healthier.com and Eversave.com , a customer acquisition platform used by publishers across the web. The company's solutions enable the world's best brands to find and build profitable relationships with the right customers.

Maximizing Website Utility and Optimizing the User Experience

Presenter:  Andrew Chak, Vice President, User Experience

Why does a brand create and support a website on the Internet?  The answer is clear:  it is a consumer touch point accessed by millions of current and potential customers.  This is especially true for the pharmaceutical industry.  What isn't quite so clear is how those current and potential customers access the information they have come to the website in search of.

Andrew Chak, Vice President of User Experience, will lead a discussion on the value of an optimized user experience and how to ensure that outcome.  Using film of actual consumers, you'll observe how they perform tasks of accessing and navigating three major pharmaceutical websites.  We will use their ease and frustration as springboards for discussions surrounding current website design paradigms, how consumers actually use websites, and ways to improve and facilitate usability.

Calling on the audience to participate and predict the success and failures of the test cases, the BIGKLICK workshop examines this crucial facet of online communications in a fun and informative way.