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Agenda at a glance

We are currently working on putting together the most innovative and thought-leading agenda for 2017. If you’re interested in getting involved, please get in touch with me: gquartin@eyeforpharma.com

A real path forward

Presentations will include:

  • A scientific approach to marketing performance: bring clarity by firstly redefining your customer types and core objectives, then ensuring development is driven by smart use of data in determining key decisions and messaging.
  • Understand how to balance investments in a new era where customer relationships (rather than medicines) become pharma’s strongest asset, and your company prioritises healthcare services and solutions.
  • Explore the benefits of an agile, rapid prototyping model which refines its marketing plan on a continual basis using small cohorts, frequent experimentation and rapid feedback/measures
  • Integrate medical evidence with healthcare policy and practice to provide a much stronger proposal that links with real practice.
  • Perform ambitious changes at global/HQ level whilst still maintaining regional and local flexibility in delivery.
Multichannel mastery
Digital: The Ultimate Enabler

Presentations will include:

  • 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.
  • 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.

Presentations will include:

  • 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
  • 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
Customer Experience and Engagement
Disruptive innovation (and constructive opportunity)

Presentations will include:

  • 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.

Presentations will include:

  • 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.

Pre-Order the detailed event brochure

Complete speaker line-up • Program for all tracks & sessions • Audience breakdown