Summary draft agenda

How to optimize the ROI of changing marketing channels

• How to analyse the effectiveness in a multi-channel world – how can you understand the impact of one program in a world of many
• The latest trends in analysing ROI data across more diverse channels
• How to better integrate and co-ordinate effective market research, business intelligence and forecasting

Marketing to changing stakeholders: nurses, pharmacists, payors, patients, KOLs

• What do KOLs and stakeholders mean for marketing strategy? 
• What does KAM strategy mean for marketing?
• What’s the ROI? How to track the effectiveness of stakeholder marketing and KAM
• How to develop insight into payers, KOLs and budget managers to unify into a compelling proposition for prescribers
• How different marketing roles should evolve for an effective new stakeholder strategy Compare different responses to diverse European medical, policy, regulatory and legal issue

Customer-centric marketing: changing demands

• Find the right marketing balance between product and customer centricity
• How to use CLM, CRM and latest market research to gain better insight into customers, customer groups and payers to maximise customer centricity
• How best to add value for customers and patients in the context of brand marketing strategy
• Doctors congresses in the marketing strategy – when are they most effective and what’s the ROI?
• Marketing and Medical: can you create a single face to the customer without becoming incompliant?

How to balance e-marketing within traditional brand strategy

• Where should e-marketing fit within your future integrated brand strategy
• Different targets, different technologies, different ROI: should you target doctors, consumers and patients online?
• The e- channel means that the economy is more global than ever before, so how do you use e- effectively and globally?
• Detailing or eDetailing - which is more effective? An evidence-based debate
• How to adapt to changing medical, regulatory and legal issues in the online context
• Web 2.0 case studies – will it become mainstream?
• Online social networks to understand and market to both customer and patient groups
• The future of communicating online and balancing company websites with traditional channels

Latest CRM trends to maximize marketing effectiveness

• The ROI of CRM within a multichannel marketing strategy
• Latest trends to segment, classify and target physicians more effectively within a brand marketing strategy
• Understand the restraints on data collection and what can be done
• Effective CRM integration with email, postal and other direct marketing
• How to use CRM and CLM data to analyse ROI
• Effective co-ordination between a changing marketing, business intelligence and sales departments