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2017 Conference Agenda

Last year’s agenda focussed on the key issues affecting marketer’s in 2017 and beyond. We brought together leading marketing minds in Pharma and further afield.


Multichannel mastery
08:30 - 09:00
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  • A guide to achieving high performance marketing in a heavily constrained environment. Learn from case studies in financial, insurance, aviation and other regulated industries where data collection, privacy and insight were managed while still achieving results.
  • Avoid ‘multichannel 1.0’: simply ‘shouting louder’ across multiple channels. Redress the balance towards the customer by providing educational content in whatever format he/she prefers. Move beyond channel selection, go from a push to a pull relationship and inspire customers to seek pharma information as a credible, source. 
  • Why your marketing plan must support the operations of your customer-facing field reps (rather than replace them) and link them to your company’s strategic imperatives. Be a partner to your sales function rather than a threat.
  • Advanced segmentation: go beyond behavioural observation to understand customer’s underlying drivers, motivations, concerns and goals. Use this to optimise strategic account planning.
  • The data opportunity: create a system for continuous data generation, analysis and communication – enabling real-time improvement of marketing plans.
  • Content is (still) king: find out where/how to invest in tailored, useful and educational material to support your brand positioning for both physicians and patients.
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Full speaker list • Full conference agenda • Audience breakdown

Customer Experience and Engagement
08:30 - 09:00
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  • Recognise that customer experience is not about high levels of service but a consistent approach to reliable, honest communication. Develop a straightforward approach that allows you to build and measure both trust and loyalty.
  • The collaborative mindset: how you can improve your value proposition by building a more holistic solution with partners. Ensure high levels of trust with a transparent and open approach.
  • Use a superior understanding of the patient journey to craft better insights for your marketing messages. This is the new point of differentiation, beyond traditional brand planning.
  • Focus on adherence with a total comprehension of patient psychology and the required behavioural change required for better long-term outcomes.
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Full speaker list • Full conference agenda • Audience breakdown

Digital: the ultimate enabler
08:30 - 09:00
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  • Go wide: create the digital and mobile-first mindset – get commercial colleagues operating as part of a digitally-fluent, transformative entity. Overcome internal resistance. Prioritise cultural transformation.
  • Go deep: ensure your organisation is equipped to develop mid-long term customer relationships through a superior knowledge of digital possibilities and the ability to build or prioritise fuller, ecosystem solutions for hospitals, payers and patients.
  • Overhaul your CRM with better integration of customer types, more personalisation, greater interaction, real-time dashboards and genuine marketing automation.
  • Use social media listening to enhance data and validate assumptions within your marketing communication and automation. Use ‘real world opinion’ to compliment medical education efforts.
  • Analytics and measurement: how to leverage system capabilities to better support decision-making and bolster value propositions, using visual feedback to empower the marketing function
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Full speaker list • Full conference agenda • Audience breakdown

Disruptive innovation (and constructive opportunity)
08:30 - 09:00
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  • Understand the long-term value of creating new experiences for customers and patients – and how going beyond the pill will be rewarded.
  • How greater use of sensors, mobile, PROs and wearables can feed directly into electronic patient records and deliver behavioural change.
  • Examples of how artificial intelligence will impact healthcare through the use of customer-facing virtual assistants, chatbots (incl Alexa etc), IoT and other forms of customer-facing automation
  • Create a platform to improve understanding and visualisation between hospitals and chronic patients, using video, AR and VR.
  • How IBM Watson and other data-centric resources can improve understanding of possibilities throughout your organisation
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Complete speaker line-up • Program for all tracks & sessions • Audience breakdown