The agenda that will shape pharma's future

Full Agenda

Keynote – Inspire a customer-first mindset
09:00 – 09:30
Case Study: Stay ahead of the pack: Why Novo Nordisk’s value-added diabetic services succeed in a crowded market
  • Revealed: how Novo Nordisk differentiated themselves and succeeded with a new ‘connected insulin’ service in an overpopulated market.
  • Increase long-term engagement through co-creation with HCPs and patients when designing your services.
  • Outfit value-added services to gather data insights which feed into valuable content for patients and HCPs.

Anders Dyhr Toft Corporate Vice President, Commercial Innovation Novo Nordisk

09:00 – 09:30
Panel: Culture shock: Embrace new attitudes toward digital to accelerate transformation
  • How to foster a more experimental, learning-driven culture by continually evaluating digital investments through new KPIs
  • Collaborate across functions and regions to establish multidisciplinary pockets of excellence
  • Achieve the right balance between internal skillset development and out-of-industry expert recruitment 

Rob Ipenburg Head of Digital Projects (Global) Takeda

Francesca Wuttke Chief Digital Officer Almirall

Erasmus Holm CMO and Digital Transformation Lead (Nordics and Baltics) MSD

09:00 – 09:30
Why education and trust are the priority routes to lasting customer engagement
  • Understand which elements of customer experience (CX) can improve your company’s reputation
  • Meet new customer need by moving your commercial objectives from short to long-term
  • The case for “generic benchmarking” – why you should compare across industries to drive CX excellence

Maria Raad VP Customer and Digital Strategy Janssen

09:00 – 09:30
Prove the case for Customer Experience (CX)
  • Select appropriate KPIs to prove the short-term value and determine progress against your long-term CX objectives
  • Know what’s available to you: use NPS Scores, Competition Differentiation and more to understand how to optimise CX for commercial success

Philippe Barrilon VP Head of Insights and Analytics Takeda

09:00 – 09:30
Panel: The age of exponential collaboration - share knowledge and combine capabilities across teams to build a true customer understanding
  • Promote inter-departmental affinity across marketing, digital, sales, medical affairs and IT teams to fully understand what the customer needs
  • Medical Affairs: collaborate or isolate? Determine how to balance the integrity of medical affairs with the imperative of the organisation’s commercial objectives
  • Beat negative cultural perceptions which limit otherwise progressive commercial and scientific business partnerships

Maria Raad VP Customer and Digital Strategy Janssen

Bharat Tewarie Executive Vice President and Chief Marketing Officer UCB

Dana Vigier VP, Head of Oncology Business Unit Bristol-Myers Squibb

Interactive Roundtables
09:00 – 09:30
Interactive Roundtables
  • Build a “technology backbone” to integrate and measure all customer touchpoints (digital and analogue)
  • How predictive modelling and other scientific approaches can solve pharma’s independent level data conundrum 
  • How to create effective short-term KPIs for long-term above-brand marketing initiatives
  • Assimilate global digital initiatives and objectives into local affiliates 
  • Target investment and partnerships with external technology providers and start-ups
  • Create a winning content generation strategy – creativity and audience suitability

Facilitators include:


Melanie Capewell Head of Marketing Ipsen

Sophie Graham-Godet Global Operations Director – Respiratory GSK

Kim Kjornas VP Sales and Marketing Bluefish Pharmaceuticals

Lazaros Mavridis Data Scientist AbbVie


Register before 23rd August to save €200 - book your place here

Drive a future-facing marketing function
09:00 – 09:30
Get your house in order: align existing customer touchpoints before chasing new innovations
  • Discuss the new marketing training necessities required to take interactions beyond the traditional
  • Explore the evolution of departmental boundaries caused by increasingly merging skillsets and capability requirements
  • Align the new array of digital touch-points under a single banner and map the customer journey

Dimitri Lambrecht Global Digital Transformation Manager Fagron

09:00 – 09:30
Case Study: How BMS analyse customer behaviour to enhance field force engagement with digital tools
  • The data analysis that highlighted novel and effective customer touch-points
  • Investigate various data sources with advanced analytics techniques to assess channel appropriateness and boost engagement

Louise Lauridsen Digital Channel Manager, Europe Bristol-Myers Squibb

09:00 – 09:30
Become the lean marketeer and embrace automation
  • Achieve greater cost and time efficiencies by incorporating integrated systems and an intelligent database into your capabilities
  • Enhance brand consistency through automated processes that create greater message and content alignment

Novartis speaker to be confirmed

09:00 – 09:30
Lost in translation – why your global strategy fails in local execution
  • Avoid the normal pitfalls which come from executing a global strategy, including budgetary constraints and lack of communication between local affiliates and the global teams
  • See how Merck operates flexibility in their models to promote success across geographies.

Patric Jarchow Head of Global Multi-Channel Strategy & Execution Merck KGaA


Register before 23rd August to save €200 - book your place here

Data-driven decisions
09:00 – 09:30
Case Study: How Sanofi used predictive modelling techniques to understand how customers engage with their content
  • Use predictive modelling to create independent level insights from aggregated data
  • Understand how predictive modelling can be applied to accurately meet the content needs of individual physicians

Darren Frey Senior Data Scientist Sanofi

Albert Pla Planas Senior Data Scientist Sanofi

09:00 – 09:30
Case Study: How the Novartis Spain Lighthouse CRM project used AI to accelerate commercial transformation
  • A guide to the integration of AI and advanced analytics into CRM systems to equip sales teams with new customer understanding
  • Understand how AI practically enables a higher level of customer engagement

Roger Domecq Head of CRM and Sales Transformation Novartis Spain

09:00 – 09:30
Panel: Build the backbone infrastructure required to finally achieve closed-loop marketing through better fusion of technology, commercial and marketing
  • Devise future-proof systems through greater continuous alignment between regional/affiliate teams
  • Find the correct balance between internal capability development and use of external consultancies
  • Make informed marketing decisions by ensuring fast and reactive data flow across functions and teams and fulfil the potential of closed-loop marketing

Daniel Davies Head Customer Marketing Sanofi

Nuno Rodrigues Digital & Multichannel Manager Roche

Mauricio Campos Suarez Head of IT and Digital Innovation, MEA Region MSD International

09:00 – 09:30
Case Study: A journey of activating digital eco-system data for targeted communications
  • How ALK created a data-driven go-to-market strategy to gain both big-picture patient perspectives and individualised insights into brand interactions
  • Benefit from more genuine and real-time behavioural trends in comparison to more traditional targeting techniques

Louise Hjerno Global Head of Digital Projects, Consumer Division ALK

09:00 – 09:30
Panel: Don’t drown in data: Manage your customer insights to drive a purposeful digital transformation
  • Analyse customer and patient digital behaviour to drive targeted content creation and multichannel strategies
  • Leverage data and external partnerships to develop the new skills and capabilities required to deliver value
  • Assess the sustainability and evolution of customer solutions with new insights through a feedback loop to address health challenges

Radhika Raizada Global Marketing Lead for Tactical Innovation Pfizer

Vicky Lalumiere Head of Global Digital Platforms & Analytics Lundbeck

Oliver Watherston Head of Business Insights & Analytics Novartis


Register before 23rd August to save €200 - book your place here

Go beyond products to create meaningful relationships
09:00 – 09:30
Customers don’t need information from you: they have it
  • Build valued customer relationships not through information overload but by providing customised value-added services
  • Understand how to engage your customer in an age when all the information they need on your product is available at any time

Dana Vigier VP, Head of Oncology Business Unit Bristol-Myers Squibb

09:00 – 09:30
AWARD WINNING Case Study: How Boehringer Ingelheim’s Interactive Guidelines support HCPs in the daily management of asthma patients
  • Explore how the project’s customer-centric design helped aid HCP schedule constraints to foster sustained use
  • Examine the interactive design that is turns GINA (Global Initiative for Asthma) recommendations into easily digestible and engaging information

Linda Valenta Global Director Healthcare Innovation Boehringer Ingelheim

09:00 – 09:30
Case Study: Adopt targeted chatbot placement to more efficiently create one-to-one interactions under budgetary constraints
  • Determine whether you can minimise expenditure by replacing or avoiding human support for non-promoted brands
  • Best practice in rapidly providing a large pool of medical information to HCPs, patients and carers
  • Generate new insights into customer behaviours by integrating user interactions into data collection strategy

Kym Jacks-Bryant Global Digital Marketing Lead Norgine

Hannah Thompson Senior Central Medical Affair Executive Norgine

09:00 – 09:30
Case Study: How Lundbeck assess the effectiveness of voice technology
  • Explore how devices growing in popularity such as Alexa and Homehub can be used to provide content
  • Understand the approach Lundbeck took to ensure voice content provides value for the customer and a more personalised engagement journey
  • Learn how to overcome privacy and compliance issues

Vicky Lalumiere Head of Global Digital Platforms & Analytics Lundbeck


Register before 23rd August to save €200 - book your place here

Increase your customer reach
09:00 – 09:30
Panel: Meet the modern customer – how to delight digitally native patients and HCPs
  • Determine the tech solutions which engage on a personal basis in a privacy-first environment
  • Assess channel suitability to ensure multichannel strategy matches customer need and interactions remain compliant

Haider Alleg Global Head of Digital Excellence Ferring

Francisco Estaban del Castillo Head of Digital Multichannel GSK

Patric Jarchow Head of Global Multi-Channel Strategy & Execution Merck KGaA

09:00 – 09:30
Unlock the power of social media as a reactive and direct engagement channel
  • How to identify the most effective and appropriate social media channels and messaging for your customer type
  • Ways to adopt social media as a conversational tool for patient and HCP engagement
  • Analyse reach and interaction statistics across all social channels to inform content and messaging direction

Cyril Mandry Senior Marketing Director MSD

09:00 – 09:30
Shake up your target audiences to expand your reach and go beyond traditional marketing
  • Discuss the need to focus on those targets not already engaged with pharma to aid in reputational change and customer diversity
  • Explore solutions to “static target lists” in healthcare’s constrained environment
  • Take a step back to uncover effective traditional marketing approaches left behind in the digital revolution

Stacey Berold-Kutscher Senior Digital Marketing and Product Manager Ferring

09:00 – 09:30
Improving physician reach - how Novartis personalized their MCM approach with a targeted Geo strategy
  • How to use a Global to regional to local approach with market research, and advanced analytics to personalise the customer journey
  • Understand how local dynamics and regional preferences drove targeted creative customisation, while maintaining brand persistent and optimum reuse

Lucy McGillion Multichannel Marketing Director (Europe & APAC) Novartis

Keynote

Keynote – Inspire a customer-first mindset
09:00 – 09:30
Case Study: Stay ahead of the pack: Why Novo Nordisk’s value-added diabetic services succeed in a crowded market
  • Revealed: how Novo Nordisk differentiated themselves and succeeded with a new ‘connected insulin’ service in an overpopulated market.
  • Increase long-term engagement through co-creation with HCPs and patients when designing your services.
  • Outfit value-added services to gather data insights which feed into valuable content for patients and HCPs.

Anders Dyhr Toft Corporate Vice President, Commercial Innovation Novo Nordisk

09:00 – 09:30
Panel: Culture shock: Embrace new attitudes toward digital to accelerate transformation
  • How to foster a more experimental, learning-driven culture by continually evaluating digital investments through new KPIs
  • Collaborate across functions and regions to establish multidisciplinary pockets of excellence
  • Achieve the right balance between internal skillset development and out-of-industry expert recruitment 

Rob Ipenburg Head of Digital Projects (Global) Takeda

Francesca Wuttke Chief Digital Officer Almirall

Erasmus Holm CMO and Digital Transformation Lead (Nordics and Baltics) MSD

09:00 – 09:30
Why education and trust are the priority routes to lasting customer engagement
  • Understand which elements of customer experience (CX) can improve your company’s reputation
  • Meet new customer need by moving your commercial objectives from short to long-term
  • The case for “generic benchmarking” – why you should compare across industries to drive CX excellence

Maria Raad VP Customer and Digital Strategy Janssen

09:00 – 09:30
Prove the case for Customer Experience (CX)
  • Select appropriate KPIs to prove the short-term value and determine progress against your long-term CX objectives
  • Know what’s available to you: use NPS Scores, Competition Differentiation and more to understand how to optimise CX for commercial success

Philippe Barrilon VP Head of Insights and Analytics Takeda

09:00 – 09:30
Panel: The age of exponential collaboration - share knowledge and combine capabilities across teams to build a true customer understanding
  • Promote inter-departmental affinity across marketing, digital, sales, medical affairs and IT teams to fully understand what the customer needs
  • Medical Affairs: collaborate or isolate? Determine how to balance the integrity of medical affairs with the imperative of the organisation’s commercial objectives
  • Beat negative cultural perceptions which limit otherwise progressive commercial and scientific business partnerships

Maria Raad VP Customer and Digital Strategy Janssen

Bharat Tewarie Executive Vice President and Chief Marketing Officer UCB

Dana Vigier VP, Head of Oncology Business Unit Bristol-Myers Squibb

Interactive Roundtables
09:00 – 09:30
Interactive Roundtables
  • Build a “technology backbone” to integrate and measure all customer touchpoints (digital and analogue)
  • How predictive modelling and other scientific approaches can solve pharma’s independent level data conundrum 
  • How to create effective short-term KPIs for long-term above-brand marketing initiatives
  • Assimilate global digital initiatives and objectives into local affiliates 
  • Target investment and partnerships with external technology providers and start-ups
  • Create a winning content generation strategy – creativity and audience suitability

Facilitators include:


Melanie Capewell Head of Marketing Ipsen

Sophie Graham-Godet Global Operations Director – Respiratory GSK

Kim Kjornas VP Sales and Marketing Bluefish Pharmaceuticals

Lazaros Mavridis Data Scientist AbbVie

Data

Data-driven decisions
09:00 – 09:30
Case Study: How Sanofi used predictive modelling techniques to understand how customers engage with their content
  • Use predictive modelling to create independent level insights from aggregated data
  • Understand how predictive modelling can be applied to accurately meet the content needs of individual physicians

Darren Frey Senior Data Scientist Sanofi

Albert Pla Planas Senior Data Scientist Sanofi

09:00 – 09:30
Case Study: How the Novartis Spain Lighthouse CRM project used AI to accelerate commercial transformation
  • A guide to the integration of AI and advanced analytics into CRM systems to equip sales teams with new customer understanding
  • Understand how AI practically enables a higher level of customer engagement

Roger Domecq Head of CRM and Sales Transformation Novartis Spain

09:00 – 09:30
Panel: Build the backbone infrastructure required to finally achieve closed-loop marketing through better fusion of technology, commercial and marketing
  • Devise future-proof systems through greater continuous alignment between regional/affiliate teams
  • Find the correct balance between internal capability development and use of external consultancies
  • Make informed marketing decisions by ensuring fast and reactive data flow across functions and teams and fulfil the potential of closed-loop marketing

Daniel Davies Head Customer Marketing Sanofi

Nuno Rodrigues Digital & Multichannel Manager Roche

Mauricio Campos Suarez Head of IT and Digital Innovation, MEA Region MSD International

09:00 – 09:30
Case Study: A journey of activating digital eco-system data for targeted communications
  • How ALK created a data-driven go-to-market strategy to gain both big-picture patient perspectives and individualised insights into brand interactions
  • Benefit from more genuine and real-time behavioural trends in comparison to more traditional targeting techniques

Louise Hjerno Global Head of Digital Projects, Consumer Division ALK

09:00 – 09:30
Panel: Don’t drown in data: Manage your customer insights to drive a purposeful digital transformation
  • Analyse customer and patient digital behaviour to drive targeted content creation and multichannel strategies
  • Leverage data and external partnerships to develop the new skills and capabilities required to deliver value
  • Assess the sustainability and evolution of customer solutions with new insights through a feedback loop to address health challenges

Radhika Raizada Global Marketing Lead for Tactical Innovation Pfizer

Vicky Lalumiere Head of Global Digital Platforms & Analytics Lundbeck

Oliver Watherston Head of Business Insights & Analytics Novartis

Marketing Excellence

Drive a future-facing marketing function
09:00 – 09:30
Get your house in order: align existing customer touchpoints before chasing new innovations
  • Discuss the new marketing training necessities required to take interactions beyond the traditional
  • Explore the evolution of departmental boundaries caused by increasingly merging skillsets and capability requirements
  • Align the new array of digital touch-points under a single banner and map the customer journey

Dimitri Lambrecht Global Digital Transformation Manager Fagron

09:00 – 09:30
Case Study: How BMS analyse customer behaviour to enhance field force engagement with digital tools
  • The data analysis that highlighted novel and effective customer touch-points
  • Investigate various data sources with advanced analytics techniques to assess channel appropriateness and boost engagement

Louise Lauridsen Digital Channel Manager, Europe Bristol-Myers Squibb

09:00 – 09:30
Become the lean marketeer and embrace automation
  • Achieve greater cost and time efficiencies by incorporating integrated systems and an intelligent database into your capabilities
  • Enhance brand consistency through automated processes that create greater message and content alignment

Novartis speaker to be confirmed

09:00 – 09:30
Lost in translation – why your global strategy fails in local execution
  • Avoid the normal pitfalls which come from executing a global strategy, including budgetary constraints and lack of communication between local affiliates and the global teams
  • See how Merck operates flexibility in their models to promote success across geographies.

Patric Jarchow Head of Global Multi-Channel Strategy & Execution Merck KGaA

Beyond Product

Go beyond products to create meaningful relationships
09:00 – 09:30
Customers don’t need information from you: they have it
  • Build valued customer relationships not through information overload but by providing customised value-added services
  • Understand how to engage your customer in an age when all the information they need on your product is available at any time

Dana Vigier VP, Head of Oncology Business Unit Bristol-Myers Squibb

09:00 – 09:30
AWARD WINNING Case Study: How Boehringer Ingelheim’s Interactive Guidelines support HCPs in the daily management of asthma patients
  • Explore how the project’s customer-centric design helped aid HCP schedule constraints to foster sustained use
  • Examine the interactive design that is turns GINA (Global Initiative for Asthma) recommendations into easily digestible and engaging information

Linda Valenta Global Director Healthcare Innovation Boehringer Ingelheim

09:00 – 09:30
Case Study: Adopt targeted chatbot placement to more efficiently create one-to-one interactions under budgetary constraints
  • Determine whether you can minimise expenditure by replacing or avoiding human support for non-promoted brands
  • Best practice in rapidly providing a large pool of medical information to HCPs, patients and carers
  • Generate new insights into customer behaviours by integrating user interactions into data collection strategy

Kym Jacks-Bryant Global Digital Marketing Lead Norgine

Hannah Thompson Senior Central Medical Affair Executive Norgine

09:00 – 09:30
Case Study: How Lundbeck assess the effectiveness of voice technology
  • Explore how devices growing in popularity such as Alexa and Homehub can be used to provide content
  • Understand the approach Lundbeck took to ensure voice content provides value for the customer and a more personalised engagement journey
  • Learn how to overcome privacy and compliance issues

Vicky Lalumiere Head of Global Digital Platforms & Analytics Lundbeck

The Customer

Increase your customer reach
09:00 – 09:30
Panel: Meet the modern customer – how to delight digitally native patients and HCPs
  • Determine the tech solutions which engage on a personal basis in a privacy-first environment
  • Assess channel suitability to ensure multichannel strategy matches customer need and interactions remain compliant

Haider Alleg Global Head of Digital Excellence Ferring

Francisco Estaban del Castillo Head of Digital Multichannel GSK

Patric Jarchow Head of Global Multi-Channel Strategy & Execution Merck KGaA

09:00 – 09:30
Unlock the power of social media as a reactive and direct engagement channel
  • How to identify the most effective and appropriate social media channels and messaging for your customer type
  • Ways to adopt social media as a conversational tool for patient and HCP engagement
  • Analyse reach and interaction statistics across all social channels to inform content and messaging direction

Cyril Mandry Senior Marketing Director MSD

09:00 – 09:30
Shake up your target audiences to expand your reach and go beyond traditional marketing
  • Discuss the need to focus on those targets not already engaged with pharma to aid in reputational change and customer diversity
  • Explore solutions to “static target lists” in healthcare’s constrained environment
  • Take a step back to uncover effective traditional marketing approaches left behind in the digital revolution

Stacey Berold-Kutscher Senior Digital Marketing and Product Manager Ferring

09:00 – 09:30
Improving physician reach - how Novartis personalized their MCM approach with a targeted Geo strategy
  • How to use a Global to regional to local approach with market research, and advanced analytics to personalise the customer journey
  • Understand how local dynamics and regional preferences drove targeted creative customisation, while maintaining brand persistent and optimum reuse

Lucy McGillion Multichannel Marketing Director (Europe & APAC) Novartis