Chairperson’s opening remarks: Director Marketing Science, Novartis

Introduction: The ROI modeling landscape

Translate industry trends and tools into the optimal promotional strategy

• Understand which promotional events/tactics of your competitor’s have generated the greatest profit
• Discover how to measure which environmental changes within the therapeutic category affect your market share
• Analyze how your competition has changed their promotional strategy, whether it be by sales region or media channel
• Evaluate what the marketing mix should be for consumers or patients and for professionals or physicians based on the competitive environment
• Develop strategies for integrating and clarifying the consumer and professional message in order to increase ROI

Vice President of Marketing, Metabolic and
Endocrinology, Serono Inc

Break & Exhibition (45 minutes)

How to turn your exhibit booth into a high-value, personal selling space

• Lean how to segment and target attendees at medical conventions using the same criteria as your field for truly integrated sales and marketing activities
• Increase reach beyond your field alignment for maximum marketing ROI
• Significantly increase the concentration of targets at your booth while decreasing the concentration of non-targets
• Deliver precise, targeted product messages to each attendee segment
• Provide effective, next-call access to your field
• Produce a sustained ROI for every convention booth

Vice President of Commercial
Operations, XDx Inc (former VP of Oncology and
Dermatology, Roche)
Senior Director, Global Congress & Convention Management, Wyeth

Operationalizing Marketing Measurement:
How to get accurate, actionable, and accessible results from your marketing.

• Discuss the three critical types of measurement and how to find it.
• Hear trends in purchase data use-bridging the gap between analytics and brand management
• Uncover methods to gain senior level buy-in to support true apples to apples comparison across channels.
• Leave with an interactive modeling tool you can put in place within your department to operationalize your marketing measurement.

CEO, Optas

Lunch & Exhibition (1 hour 30 mins)

Panel Debate: Measuring ROI from promotional efforts: Key metrics for success

This panel of experts discusses what information you need to construct meaningful, measurable ROI models for all your promotional efforts. This session focuses on pragmatic approaches to measuring ROI ‘in the real world, including’ what you really need to measure and where to get the information.

• Design your programs better up front so that they’re easier to measure later
• Measure the effect of customized non-personal promotion as a supplement to personal selling with called-on and non-called on physicians
• Integrate “hard” measures like patient coupon and trial certificate redemptions with market research and survey data to get a more complete view of your DTC effectiveness
• Calculate the current and projected lifetime value of a patient and determine how much you can afford to spend to acquire one
• Understand how small increases in patient compliance and persistency affect big increases in profitability

Senior Manager Consumer Market Research, Abbott Laboratories
Managing Partner, Strategic Planning, Roska Direct
Product Manager for Aciphex, Eisai
SVP Business Development, MTI Information Technologies
Managing Director, Partners In Loyalty Marketing (Former Director of Database Marketing, Kraft Foods)
Professor of Pharmaceutical Strategy & Marketing at, St Joseph's University

How to test and track your DTC TV advertising on a tight budget

• Learn multiple inexpensive test approaches which will provide maximum TV ROI
• How to determine appropriate spend levels for your TV campaign
• Learn how to test national TV advertising without breaking your budget
• Overcome management hesitation on DTC TV advertising to ensure long-term buy-in

Product Director, Women’s Healthcare Marketing, Johnson & Johnson

Short Coffee Break & Exhibition (20 minutes)

Interactive Workshop:
MROI - The Vision for the Future

This interactive and innovative workshop will provide attendees with insights and real-life examples that can be taken back to the office and implemented. The workshop will look at:

• MROI: What is it? What does it mean? Why do you need it?
• What is the vision for MROI and what are the emerging trends and developments within this field?
• Learn how Accenture views MROI and how you can develop MROI within your company
• Take home examples of MROI case studies

Associate Partner, Accenture and Senior Manager, US Health and Life Sciences, Accenture

Note: Only pharma and biotech companies can attend this workshop. Please sign up for this workshop at the eyeforpharma registration desk.

Networking Party and Cocktail Reception

Expanding the ROI of both traditional and new channel marketing approaches

• Hear how rigorous ROI analysis can shift allocations of resources
• How to correctly invest in the move from expensive traditional marketing to alternative digital marketing
• Discover opportunities which reflect the ROI analysis process using advanced customer analysis metrics
• Powerful tools for analysing ROI of traditional and alternative channels in a cost constrained environment
• Implement business case marketing using innovative ROI measurement techniques

Managing Director, Campbell Bellman

How to embrace future marketing opportunities and challenges for maximum long-term returns

• Learn about innovative approaches for ‘building the future’ into your ROI analysis and to predict response to your marketing activities
• View scenario planning and optimization tools that help you respond to brand and marketplace changes and support the effective allocation of resources within and across channels, customers and brands
• Review approaches for ensuring consistent approaches across the portfolio and realizing maximum return on your company’s investment
• Discuss approaches for building the capabilities that allow for incorporation of ROI analysis into ongoing decision-making to maximize the potential of each brand

Partner, Accenture

Using Best in Class Customer Relationship Marketing Practices to Maximize ROI.

• Increase market reach with limited resources and maximum impact
• Best practices in Customer Relationship marketing
• Reinforce brand messages with powerful integrated relationship programs
• Measuring the impact of Customer Relationship Marketing

President and Founder STAR Solutions That Achieve Results Inc.

Learn how to apply vital metrics to measure marketing effectiveness

• Professional tips on defining your goals and strategic objectives for your product to establish a rich analytical structure to boost your products revenue
• Learn about the latest DTC strategies using alternative media such as: e marketing, public relations, entertainment/celebrities, online relationship marketing and advocacy partnerships
• How to best allocate your direct marketing resources to the most powerful marketing material for your product’s therapeutic area
• Take-away blue prints for building the ROI case for alternative media

Senior Marketing Manager, Amgen

ROI, Yes: But Whose ROI? Captain Category Management Comes to Healthcare

Professor of Pharmaceutical Marketing & Strategy, The Erivan K Haub School of Business, Executive Pharmaceutical Marketing MBA Programs, St Joseph's University

Marketing effectiveness: Successfully operating a commercial organization in an increasingly risky environment

This session will look at the balancing act your company must achieve when creating marketing policies and structures that mitigate risk while building value and trust with various stakeholders. Specifically, this session will take a look at:

• How increasing pressures brought on by the political environment, change the way pharmaceutical marketing operates;
• The integration of compliance into marketing business operations and its effect on P&L statements; and
• How legal and regulatory pressures impact promotional activities today and tomorrow and how to streamline your company’s operations with this in mind.

Manager Pharmaceutical Advisory Services, PriceWaterhouseCoopers

How to optmize your marketing spend across multiple channels

• Expert suggestions on measuring the effectiveness of sales force activity against DTC, journal, and PMEA in order to make quantitative trade-offs
• Learn how to make like-for-like comparisons between sales force activity, direct marketing, physician meetings, medical publications, detailing and DTC
• Strategies to make quantifiable trade-offs between objective and subjective tactics using retrospective and prospective analyses rather than on experimental design
• Prioritize investments across available channels according to diminishing returns –how do you know when you are over investing?

President, DRSI Group
Senior Director Product Management, Verispan