Day 1: May 8th 2006

Introductory Training Session

Best practices for online/offline integration: How to plan and execute more effective marketing campaigns

This workshop will help the participant overcome the fears of online channels and see how other marketers are successfully implementing cost effective marketing programmes online and driving revenue to their brands. We will be using a case based interactive methodology to drive home these examples and encourage audience participation.

Participants will:

• Understand how interactive marketing tools can be used effectively to provide the greatest impact
• Identify the steps needed to develop a strategic marketing plan that produces a roadmap to action
• Learn how to acquire and integrate interactive technologies faster than the competition
• Gain confidence and a stronger conviction to increasingly use interactive marketing approaches to populate channel mix.

Keynote Presentation: A Decade of European pharma eBusiness: Less hype, more realism, but good reasons for your business to be optimistic

• Discover why expectations from 10 years ago were not fulfilled and why some critical components are re-emerging in a different guise
• Learn why excellence in eBusiness demands eBusiness professionals
• Tools of the trade: Find out which skill sets and capabilities your organisation needs in order to future-proof its eBusiness activities
• Is your internal structure optimally organised for eBusiness? Important lessons from the sales and marketing front line
• Understand why excellence of execution and close monitoring of the right KPIs is mission-critical
• Discover where the future of eBusiness is likely to be brightest and how you can capitalise
  

Head of European eBusiness, Schering AG

United Business Presentation

Director of Corporate Development, United Business Media

eMarketing in a changing environment: How and why you must expand your traditional promotional mix through online channels

• Hear how regulatory restrictions and ROI limits will encourage allocations of resources to more web-based self service, on demand, non personal promotional tactics
• How to correctly invest in the move from traditional marketing channels to digital marketing and guarantee management buy-in
• Hear powerful ROI measurement techniques that strengthen the business case for eMarketing in a cost constrained environment

Doctor Panel Session: Find out exactly what physicians think of your online marketing strategies and how they use them

• Gain an exclusive insight into what physicians like and what they don’t like about eDetailing tools – content, format, design and integration with the sales force
• Do physicians genuinely want more information via the internet? If so, what kind of information?
• Examine what refinements and changes can be made to your eDetailing programmes to increase your target audience
• Does eDetailing really change script writing behaviour? How do physicians view the online relationship between themselves and pharma?
• Get first hand advice on how physicians see themselves using the internet in the years to come and how your company can benefit

CEO and co-founder, MediQuality
Business Development Director, medeconnect, a division of doctors.net.uk

Plus! Three non-affiliated physicians from Europe.

Lunchtime workshops – Only available for Pharma and Biotech companies

Lunch will be provided in the workshop room

You must sign up for these BEFORE the conference. A sign-in sheet will be sent to you at least 3 weeks before the conference.

Pharma and Biotech Delegates can choose from 1 of the following:

The myth and fact of eDetailing

• Why is eDetailing especially suitable for complex products? Get hands-on experience with effective sales tools using marketing principals and storytelling
• What is eDetailing today?
• Find out where we are heading with software and technological developments
• Discover what have been the eDetailing experiences with physicians and sales reps and how you can translate this to your online sales and marketing strategies

Founder and Managing Director, Agnitio

Job vacancy: e-Sales & Marketing Effectiveness Manager

• Discover the Internet model that has the highest ROI
• Learn how to implement the right model to build a lasting competitive advantage
• Find out how to leverage your sales force effectiveness know-how by applying it to your Internet strategy

• Find out why most web-based initiatives fail
• Make better decisions by understanding the analogies between the sales force and the Internet and their respective strength
• Learn why you should approach the Internet as a strategic communication channel much the same way you do with your sales force
• Identify the key success factors that will guarantee you the highest ROI and a lasting competitive advantage
• Overcome the barriers to the implementation of your Internet strategy
• Gain insights from real-life case studies

CEO and co-founder, MediQuality

Panel session: How can the industry expand ‘traditional’ eDetailing beyond its current limitations?

• The question everyone is asking: Can eDetailing become an integral part of the ‘traditional’ sales & marketing mix?
• Discuss methods and techniques to integrate eDetailing with CRM and sales force activity for closed loop promotion and the personalised sell that will provide your product with competitive advantage
• The “pull marketing” approach: Understand how you can transform your customer relationships and increase market share with a valuable information/educational resource, not just a product sell

eMarketing Director, PharmiWeb Solutions
Brand Development Manager, Napp Pharmaceuticals
International Project Mgr Marketing Projects, Novo Nordisk
Product Manager, Bayer
President, Manhattan Research

Different models for different brand strategies

• Understand how different marketing challenges require different eDetailing approaches
• In which market situations can you harness the power of eDetailing?
• Tested methods to tailor eDetailing to your product-specific marketing needs and how to translate market research accordingly
• Get case study examples of how strategic planning and coordinated execution lead to a greater chance of success

Head of Division, Pears Health Cyber
CEO, Pears Health Cyber

Increase your sales force effectiveness with eDetailing solutions: Case study examples from Pfizer, Boehringer-Ingelheim and Novartis

• How to leverage the advantage of electronic devices in the sales process and how to manage them to enable you to stay productive
• See why frequency counts – how many times should online contact be initiated and in which context?
• Provide the optimum volume of information: Find out what doctors want and importantly, what they don’t
• Tips on “eEducating” your sales force to ensure buy-in and guarantee high-impact results
• Learn how to harness the power of training reps and other managers when profiling customers and how to use technology to your advantage when conducting eDetails or creating websites

Choose the right type of eDetailing programme for your product and target audience

• Get to grips with the types of products suitable for eDetailing and those that aren’t
• Effective ways to identify and analyse the key success factors when planning an eDetailing programme?
• The physician’s attitude = The key to success! Examine how the physician’s attitude will influence the results of your programme and how to translate market research into target smashing initiatives

Quality counts - How to ensure your eDetailing programme maximises it’s potential

• Essential questions when selecting the right vendor: In-house development and team qualities versus outsourcing - How can you decide the best solution for your teamand product?
• How to develop the targeting and segmentation techniques for maximising the potential of your eDetailing audience
• A ‘canned’ virtual presentation of a sales message is not enough: Why strategic planning and coordinated execution are essential
• An expert guide to implementing an efficient, fast workflow system for expediting content approval by internal regulatory, legal and medical channels
• Hear how to design, purchase and implement the technical application for quick and effective roll-outs

Day 2

Determine the team and individual characteristics needed during re-organisation of your internal structure to ensure programme success

• Find out how your organisation should be organised in order to improve the quality of your service
• Powerful methods for identifying th structure and messages of your website by involving doctors and KOLs at every stage of development
• How to make sure it passes internal approval… fast!
• Find out how to translate global strategies into local projects that deliver effective results
• What should you consider when outsourcing the project?

Integrate to innovate!

• Discover how the internet can support and improve promotional activities by fully integrating online activities into your sales and marketing programmes
• Simple steps you can take to set your expectations based on results from existing projects for realistic ROI predictions
• A step-by-step guide on how to implement online projects and integrate them with your traditional sales and marketing activities for profitable marketing initiatives
• Avoid common pitfalls when amalgamating online and traditional activities together for revitalising your customer relationships

CEO and co-founder, MediQuality

4) ROI and Measuring your success

ROI and Measurement: Sanofi-Aventis’ pioneering eDetailing project and the important lessons from their success

• Which metrics (lengths of details, Rx increase and campaign ROI) are most appropriate to measure the effectiveness of your initiative?
• Hear ways to measure softer metrics needed for a complete analysis of your campaign
• Understand that some measurement techniques involve investment and how to ensure you have the budget and you can justify the costs
• Effective techniques to translate your online ROI analysis into offline initiatives that can be used by the whole company for slicker sales and marketing strategies

Interactive Roundtables

Delegates can pick and choose from TWO following sessions. Each session runs TWICE – with a coffee break in between each one. Each session lasts 40 minutes.

You must sign up for these BEFORE the conference. A sign-in sheet will be sent to you at least 3 weeks before the conference.

The 9 roundtable discussion topics are:

1. Cross-channel integration
   How do you ensure online activities are synchronised with other promotional channels?
   Moderator, Pascal Vancoppenolle, CEO and Founder, Mediquality
   
2. Engaging and involving the physician
   How do you choose the content and right design of your eMarketing initiatives? Understand why message compliance and management are focal points for improving marketing ROI and how to use these to extend the length of your sales meetings
   Moderator, Ole Schneider, Sales Manager, Agnitio
   
3. Physician needs .vs marketing objectives
   In a world of information saturation, how do you provide solutions that keep the physician’s attention yet still meet your brand objectives?
   Moderator, Mark Millar, Director, PraeMedica
   
4. Measurement and ROI of eMarketingProgrammes
   Long-term ROI, ROI per physician segment and promotional mix optimisation - Which metrics are most appropriate and how do you maximise the ROI?
   
5. Should pharma companies work together
   on disease awareness websites? What are the best areas for mutually beneficial collaboration?
   
6. Improving patient adherence
   How can the web increase revenues lost from non-compliance?
   
7. Global v.s Local campaigns
   What are the opportunities and challenges with running global programmes in a unique local environment?
   
8. Innovative internet solutions
   Blogs, newsletters, wikis, polls and e-forums - How can you use these to your advantage?
   Moderator, Di Stafford, Director, The Patient Practice
   (former Head of Patient Relationship Marketing, Pfizer UK )
   
9. Targeting and segmenting your audience
   How do you apply traditional sales and marketing principles to eMarketing campaigns and projects to ensure success?

Panel session: How should you select the right KPIs and how can these metrics be used to analyse your online programmes?

• Determine which metrics are most appropriate to measure the strength of your online channels?
• Discuss the latest methods for measuring long-term ROI, ROI per physician segment and promotion mix optimisation metrics
• Hear from a panel of experts on how ROI differs per product and product lifecycle and how to make sure you are forecasting correctly

Head European of eBusiness, Schering AG
Kay Wesley, Global Director eMarketing, AstraZeneca

Plus! 2 other pharmaceutical eMarketing experts!

3 hour in-depth Dendrite workshop – only for pharma and biotech companies

The second 1h 30 minutes will run at the same time as the main presentations in the conference room. For delegates to get the most out of the workshop, they should attend the full 3 hours, however a break will be made at 1h 30 minutes to allow delegates to leave and attend the main presentations.

Lunch will be provided in the workshop room.

You must sign-up for this workshop BEFORE the conference. You will be sent a sign-in sheet at least 3 weeks before the conference.

5) Fine-tuning your strategies

It’s all in the mix! Select and manage the right evolutionary eMarketing mix

• Back to basics: Understand that you need to review fundamentals about channels, eMarketing tools and communication strategies before you can understand their dynamics when placed together
• Learn the #1 lesson in eMarketing: Choose evolutionary and highly flexible tools and services that adapt optimally to your portfolio’s developing needs
• Techniques to determine the right eMarketing mix depending on portfolio/product characteristics, therapeutic environment, and target groups
• How to harness monitoring and analysis methods to improve the impact of your messages and adapt the eMarketing mix

Executive Director Commercial Hospital & Vaccines, GSK Belgium

Refining the strategy: How to effectively target your eMarketing imitative

• Why tracking traditional metrics is not such a good idea. New on-line paradigm in pharma tends to focus effort based on specific product strategies.
• Balancing "lets market" and "lets be". The combination of simply having a presence and targeting specific customers
• CRM integration: the key to ensuring a positive ROI
• Measuring the impact of on-line marketing on specific customers through a wide array of on-line actions

Round-up discussion: The future of online marketing for the pharma industry

• How to identify and take advantage of the new growth opportunities
• Discuss how product managers need to foster a culture that thrives on finding more and more about physicians’ online activities as competition for physicians time and mindshare increases
• What can pharma learn from other more experienced industries?
• How will healthcare systems change and impact the way physicians work and how can pharma respond to their needs?

Global Director eMarketing, AstraZeneca