Timed Programme

Opening of the Conference

Chairman- Mark Bard, President, Manhattan Research

eMarketing Strategic Overview Session

The Future of Marketing- An in-depth look at how eMarketing is shaping the pharma landscape

• Gain an exclusive insight to see how eMarketing will fit into the overall marketing mix in the future.
• How to develop strategies for long term eMarketing success.
• Examine the key regulation and technological trends on the horizon and what tactics you should be implementing to ensure continuity and longevity.

Mark Bard, President, Manhattan Research

What is eMarketing doing to your sales force?

• Understand how eMarketing is shifting the focus away from the sales force and how this is changing their roles.
• Learn how to implement strategies to guarantee a complimentary partnership that drive sales.

Josefin Bond, Global eMarketing Manager, AstraZeneca

Physician eMarketing Session

Physician eMarketing: Explore the changing role of the customer and hear what you should do to maximise your opportunities

• Understand the evolving Patient-Doctor relationship- Analyse the impact of remote diagnosis, telemedicine and hotlines and how you can manage this to generate awareness around your product.
• How do physicians respond to online marketing and eDetailing?- Look at how the physicians role has changed through the internet and what you can do to effectively target and retain your customers.
• Learn what Pharma needs to do in order to develop a culture of 2-way communication with their customer and how this can lead to repeat sales and increased reputation.

Irina Osovskaya, Senior eMarketing Manager, Janssen-Cilag

Break & Exhibition (30 minutes)

Google offers a 360° Marketing and Media Strategy Review to cope with the new scenario and suggests a Media Mix to reach maximum efficiency and relevant targeting to help to drive awareness and compliance.

• Gain an overview on the potential of online- and Web 2.0 Marketing tools such as: Search, Ad-Sense,Gadget Ads, Video Ads and YouTube
• Disease awareness campaigns: Information and Compliance for Rx-medication in European Markets
• OTC campaigns: High involvement in health care related queries
• Early adapter innovations and best practice examples from the Health Care

Jens Monsees, Industry Head, Google Healthcare

Coffee Break eMarketing 

• Learn critical case studies: Success Stories and Failures
• E-mail Address Database: Rent it or Build it?
• Lean vs. Robust Approach

Tomas Vetrovsky , Business Director Pears Health Cyber and Marek Hochmann , Marketing Manager, Galderma

Lunch & Exhibition (1 hour)

Sponsored workshops:

Agnitio

Doctors.net

Proscape

Citobi

A website is not a web strategy:

A guide to effectively leveraging the online environment

• Learn how to assess your online competitive environment.
• Develop effective strategies and gain competitive advantage.
• Know how to pick the right eMarketing options.
• Understand how to respond to the ever changing web .

Fred Bassett, Director of Strategy, Blue Latitude

Break & Exhibition (30 minutes)

eMarketing vs. Traditional Marketing

•  How to avoid the cluttered online environment by developing traditional tactics which engage your market

•  Discover the most effective channel to market and how to optimize your offline and online campaigns

Dr Frank Antwerpes, CEO, DocCheck

Targeting and Segmentation: Learn how the eChannel and CRM can improve your data capture & analysis and what online strategies you can execute to effectively position your product in the market.

• Methods for gathering data and information that can affect and influence the effectiveness of your online strategies
• Discover the potential goldmine of data available and how this can lead towards the creation of targeted eMarketing campaigns
• The power of the profile and how it can be refined to deliver your information to your key target customers

Kai Gait, Multi-Channel Manager, Organon

How to develop your customer group in order to increase product and brand awareness.

• Identify what KOLs are doing in the market and learn how to effectively tailor your online strategy to meet their expectations leading to increased awareness and interest in your product
• Learn how mapping can determine which areas of your market are hot and which are not, helping you to develop your relationship with interested customers.

Bart Vannieuwenhuyse- Executive Director CRM, Janssen-Cilag

End of day one and conference networking reception

Opening of Day Two

Chairman- Fonny Schenck

THE MARKET MIX SESSION

Panel Session: How eMarketing fits into the Marketing Mix

• Hear top-level analysis about how to be more commercially effective with your eMarketing strategies
• Learn how to build eMarketing into a critical part of the marketing mix.

Kathleen O'Nieal, Vice President, Merck (MSD)

Mark Bard, President, Manhattan Research

Zoe Elliott, Director of Healthcare, Vibrant Media

Marc Michel, Director, Greater Than One

Close the loop: How to effectively mix communication and marketing with your online capabilities

• Learn how Closed-Loop Marketing can support every aspect of the marketing process: from campaign development, over pre- and post-sales calls reporting to tracking of customer and sales force behavior
• Listen to why it is important to be innovative and try new ways of thinking, in order to create an impact and close the loop
• Learn how to engage your clients in a more interactive and personalized way – thus creating a more dynamic dialogue and a greater impact

Morten Hjelmso, Founder & Chairman, Agnitio

The Emerging Intelligent Marketing Model - Is Pharma Ever Going to Catch Up?

• Current pharmaceutical industry response to industry pressures
  
• Implications for future competitive edge
  
• Insight from outside pharma - a move to real-time decisioning
  
• Looking towards the next stage of Closed Loop Marketing
  New imperatives for Interaction, Integration and Insight

Rod Street, Partner, IBM

Break and Exhibition

Effective integration of eCME into the marketing mix:

• learn how to incorporate sales and marketing to prepare effective integration of eCME
• eCME Marketing strategy - stand alone or multi channel?
• What works best with physicians - Strategies to recruit physicians to eCME

Dr. Juris Ezernieks , Senior Manager Online Communications, Pfizer

The Multi-Channel Approach: Develop strategies for effective sales and marketing multi-channel integration.

• Learn how to co-ordinate and plan this approach to effectively integrate online and offline channels and how to incorporate sales and marketing to ensure a transparent approach.
• Identify critical factors and key processes of the multi-channel approach from an organisational and technical point of view. 
• Which key processes in Sales & Marketing are suitable for a multi-channel approach.

Jurgen Greilich- Head of Global Information Management and Sales, Solvay

COACHING CLINICS

Industry led interactive seminars discussing the most effective ways of maximising your products position in the lifecycle.

Hear from AstraZeneca and Chairman Fonny Schenck

Lunch & Exhibition (1 hour 30 minutes)

WHAT MAKES YOUR CUSTOMERS CLICK?

• Reassessing the marketplace- how are Physician's using the net?
• Practical guidelines to improve e-communications with medical professionals
• Readdressing the shift of patient trust during diagnosis from the net back to the Physician.
• A focus on content beyond sales pitch, a Europe Centric Model.
• Understand the impact of Online Social Networking- where will your message travel.
• Learn how to develop your e-strategy in the light of emerging trends.

David Ashley, Director, Organik Binleys

WEB 2.0 & New Media Session

Healthcare Social Networking: New Rules of the Game or Just another Hype Cycle?

• Discover how Healthcare Social Networking is affecting the medical environment
• Analyse the impact of Web 2.0 as a disruptive technology and what to look out for when developing online strategies
• Learn how to measure the paradigm shifts in the HCP-Industry relationship and take advantage of the movement towards social networking.

• Overcoming the USG dilemma: Valuable do's and don'ts

Len Starnes, Head of Digital Marketing & Sales, General Medicine, Bayer

Coffee & Exhibition (30 minutes)

Trust or Suspicion: Predicting Consumer Response to Health Websites

• Understand the triggers that initially make consumers suspicious of health websites
• See how the important factors that give rise to consumer trust change over time
• Understand the role of personalisation and social networking in the development of consumer-friendly e-health portals

Panel Session: Are Social Media tools the future?

• Analyse the benefits of User-Generated content and whether it is most effective as data capture or selling tool.
• Recognise the impact of new media such as the role of blogs, wikipedia and patient newsletters and learn how you can efficiently monitor these programmes in order to control your brand image.

Leonard Starnes, Head of Global eBusiness, Primary Care, Bayer-Schering

Professor Pamela Briggs, University of Northumbria

Fonny Schenck, Managing Partner, A-Cross

Close of conference