3rd eCommunication & Online Marketing Summit

Session 1: Resource Allocation and Multi-Channel Integration

CASE STUDY:
Integrating physician e-marketing into every nonpersonal promotional vehicle to improve reach, impact, and ROI

• How and why should pharmaceutical marketers fully integrate e-marketing into non-personal promotion
• How can e-marketing improve reach over current personal and non-personal selling models
• How can I establish this teamwork with my partners to achieve full integration

Senior Vice President, Allscripts
Brand Director, Senior Product Director, Adderall XR/Vyvanse, Shire

• A Product Head’s perspective on balancing a brand’s need for exposure in all available marketing channels
• What specialty and personalized medicines, with small target populations, can tell us about utilizing the web effectively
• How to navigate through the internal matrix environment and overcome political tensions for resources

Global Product Head, Gaucher Disease, Genzyme Corp

CASE STUDY:
Improve collaborative efforts with cross functional teams to build breakthrough on-line applications that have a global positive impact on your company

• How to create profitable B2B customer value using eChannels to deliver the virtual services your target markets really want
• Learn how Abbott ‘s Global eBusiness group worked with multiple internal and external stakeholders to create a valuable CME opportunity
• How we doubled AbbottDiagnostics.com traffic in two years through strategic eMarketing and promotional programs

Manager Global eBusiness, Abbott Labs

Best practice in establishing Web 2.0 policies and procedures

• Explore the roles and responsibilities of the Web 2.0 Council
• Guidance on policies and procedures when moving forward with your web initiatives
• Best practices to follow to make your 2.0 ventures a success

Head of eMarketing, Genentech

How a migration of ‘e’ across the company can help resource allocation and let you squeeze more from the same pot

• Go beyond a series of “e” tactics and allow for expansion building a robust database and applying across all channel mixes
• Get Sales & Marketing working together to better leverage e-tactics to support and enhance the HCP experience Tara Stewart, Director HCP eServices, Wyeth

Director HCP eServices, Wyeth

Session 2: Physician Relationship Marketing and eDetailing

SUPER PANEL:
What’s the future of eDetailing?

• Get insights into the context of eDetailing within the sales and marketing process
• How eDetailing can innovate and create more value for physicians
• What technological and strategic advances can be expected in the next couple of years

Senior Manager, Physician Complementary Channels, Sanofi-Aventis
Director, eMarketing, Shire
Director Mutli-Channel Marketing, Merck

How to Build eSales and Marketing as a Key Component of a New Commercial Model

• Learn strategies for effectively expanding physician coverage and access with “e” technologies and your current field resources
• See how putting the sales force online has generated a significant affect on prescribing behavior and physician relationships
• Learn Physician attitudes and behaviors that are opening the doors like never before
• Understand the sales and marketing strategy implications of achieving true online effectiveness

Senior Vice President Corporate Development, Aptilon Corporation

SUPER PANEL:
What do physicians really want?

• Get the inside scoop on what physicians feel are valuable sources of engagement
• Understand what seems useful and what seems like undue intrusion
• Debate with physicians on your own approaches, and what their thoughts are on your efforts

Vice President,
DoctorDirectory.com Four Physicians provided by DoctorDirectory.com

Integrating personal and non-personal promotions to increase sales and marketing effectiveness and productivity

• How to integrate insight from eDetailing with the sales force to give reps a comprehensive picture of their customers on an individual basis
• Three steps to coordinate your various online and offline programs so they are sequenced and able to reinforce one another
• Transform the role and value of marketing from executing transactional tactics to relationshipbuilding strategies

CEO, Closerlook

Understand and leverage the impact of Physician social networks on the Pharma marketing scene

• Insights from the leading physician online network on how this is changing the landscape between physicians and pharma
• How can Pharma stay relevant and valuable in this new dimension?
• Exact content tbc in September, to ensure it is 100% cutting-edge

Founder and CEO, Sermo

Physicians 2.0 - How Changes in Information Acquisition and Collaboration is Driving Change at the New England Journal of Medicine

This presentation will cover changes at the New England Journal of Medicine, a nearly 200-year-old, high impact weekly medical journal:

• How the rapid adoption of social media and Web 2.0 technologies have created new opportunities for trusted information resources
• How video, audio, and interactive features have become prominent and distinctive offerings of high value · How new forms of editorial experimentation have created new bridges between authors, editors, and their audiences
• How global reach and the ability to publish faster have accelerated the information flow

Executive Director,
International Business & Product Development, The New England Journal of Medicine

Trendsetting eDetailing

• Incorporate Web 2.0 practice in your eDetail initiatives – Participant drives the experience
• Tell the story the right way - How to maintain physician engagement
• Realize Global Exposure

Director, Global eMarketing, Bayer Healthcare AG
MD, Director of US Operations, BSMO | US
Sales Account Director, BSMO | US

Session 3: Talking with your patients through Web 2.0 and New Media

The impact of Social Networking and Web 2.0 on your brand communications

• A look at who is really in control of a brand’s message when placed in the online community
• Analyse the legal implication of engaging with customers in such a personal way
• Measure the impact of a brand that leverages the power of online communities

Head of Digital Marketing and Sales, Bayer Schering Pharma AG

Patients 2.0 – Welcome to your new customer

• Understand how information-aware patients have become critically important to deciding on their treatments and in turn, influencing their prescriptions
• Learn how patients are going are online to research their symptoms, conditions, diagnosis and treatment options
• Improve the return on your digital marketing investment by learning how to efficiently reach patients and caregivers
• Discover the most common mistakes that marketers make when targeting patients and caregivers in the online channel

Executive Vice President, Interactive Services, BigKlick

SUPER PANEL:
Lessons from Youtube.com and the viral marketing phenomenon of using new media

• How you can use new media outlets like Youtube.com to reach an ever larger audience
• Engage with a younger generation and leverage the channels they respond to most
• Discover how to wrap up your key messages in a totally new format and make the most of viral marketing

Pharmaceutical Marketing Executive MBA Program, Saint Joseph’s University
Founder, HealthTalker
YouTube partner & founder of willvideoforfood.com

CASE STUDY:
How Pharma can navigate the brave new world on online communities

• Lessons learned from our initial Web 2.0 experience, including listening to patients; the Psoriasis communities
• How we have leveraged online communities, and implemented excellent measurement techniques in this area

Director Electronic Communications, Corporate Public Affairs, Abbott

CASE STUDY:
Discover the next generation in digital edutainment and online patient communication tools

• Increase patient awareness, customer loyalty and brand recognition with your own Virtual Private Network
• Discover how to differentiate your business with on-demand training and education
• Learn how to supplement your DTC campaign with a highly targeted program designed to increase demand for, and acceptance of your products.

Sr. Director, Marketing Innovations, Nobel Biocare

Session 4: Search Engine Optimization and PPC Marketing

What place does Search Engine Marketing have in the overall marketing mix and how you can improve its performance?

• Compare and contract the effectiveness of SEM versus SEO for your marketing campaigns
• Best practice in implementing SEM campaigns
• Reach optimal exposure and balancing the channel with your other activities

Senior Manager, eMarketing, Daiichi Sankyo
Global Online Marketing Project Manager, AstraZeneca
Deputy Director, eMarketing US, Sanofi Pasteur

Physician search behaviour and its impact on your marketing campaigns

• Compare physician to patient behaviour when searching online. Just what do physicians look for when browsing the internet?
• How can you cut through the clutter to meet a physicians search needs?
• Address issues of trust in quality with physicians and ensure you provide the same quality and relevance of information online as your reps do offline

Global eMarketing, Bayer Schering Pharma AG

Case Study:  Integrated Channel Marketing: Driving results via virtual sales force

• Tactical elements of Multi-channel campaigns
• Promotion of a Brand online
• Integrated tactics to enhance sales force effectiveness
• How to Leverage and extend partners
• Business results
  
  Executive Director, Professional Affairs, VIRCO Labs ; SVP of Marketing and Product Innovation, Physicians Interactive
  
  
  
  

Session 5: Web Analytics and eMeasurements across channels

Explore the differing purposes and execution involved in building a pharmaceutical website

• Analyse the different types of websites and they align with general corporate goals, such as unbranded v branded portals
• Discuss the execution behind building a website according to its main purpose, such as selling v providing information
• Find out how to decide on the right purpose according to your target users, as well as government regulation

Director of Global eStrategy, CSL Behring
Commercial Operations eMarketing Manager, CSL Behring

Measure the success and communicate the impact of “e” on your brands

• Discover what KPI’s you should develop for accurately measuring the success of your web initiatives
• Overcome the challenges of limited channels of capturing user data
• What expectations you should realistically have from your brand websites

eMarketing Manager, Novo Nordisk