5 th pharma marketing summit digital marketing & …...dear colleague, welcome to the 5th annual...

DIGITAL STRATEGY for your brand to stay competitive

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Omni-channel trends, tactics and ideas

How mapping the digital journey informs marketing efforts

HOW TO IMPLEMENT MULTI-CHANNEL STRATEGIES TO ENSURE A PRESENCE ON A GLOBAL SCALE

The newest channel on the block – machine to machine communication

PATIENT APPS:are they really for patients?

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5 thAnnual Pharma Marketing Summit Digital Marketing & CEM

6 - 8 October 2015 I Berlin

Organizer: Silver Sponsor Bronze sponsor

15CASE STUDIESFROM COMPANIES:• Sanofi Pasteur• Mylan• Bayer• Merck• AstraZeneca

SANOFI - Kasia Hein PetersASTRAZENECA - John Gerow MSD - Ilaria Catalano VIFOR PHARMA - Hugues Le Choismier

SPEAKERSINCLUDE :

Your Management Development Partner

Members of Board, C-level, Vice Presidents, Directors, Head and Senior Managers from the Pharmaceutical indus-try involved in:

Who should attend

• Marketing• Digital Marketing• eMarketing• Global Marketing

• Marketing & Sales• Business Unit• Corporate Strategic Marketing• Alternative Channels Marketing

• Multichannel Marketing• Brand & Product Management• Customer Centric Marketing• Customer Experience

SPEAKERS John GerowExecutive Director Strategy, Global Commercial ExcellenceAstraZeneca

Mariano Martínez CelorrioGlobal Marketing & Medical AffairsAlmirall

Enrico D’AiutoSenior Marketing DirectorBiotest AG

Vladimir IvashchukHead of Marketing & Sales Operations RussiaBayer Healthcare Pharmaceuticals

Olga KornilovaGlobal Senior Manager Competitive Intelligence and Market ResearchFerring Pharmaceuticals

Chris-Carol BremerSenior Vice President Marketing Europe & AustraliaGrünenthal

Piotr WrzosinskiDigital Experience SpecialistJanssen

Kamil Levent ArslanSales & Stakeholder Relations DirectorJanssen

Vivian MendoncaRegional Director - Market Access - EEMEA - Hospital Specialty Care, Vaccines and OncologyMerck

Ilaria CatalanoBusiness Operations & Strategy Executive DirectorMSD

Kyriakos ZannikosGlobal Head of Multichannel MarketingMylan Tina LupbergerHead of MarketingNovartis

Katja LundelMarketing & Sales Director for UK, Ireland and MaltaMylan

Liz MurrayDirector Integrated Multichannel EngagementQuintiles

Anssi PulkkinenHead of Strategic MarketingRoche

Kasia Hein PetersVP Head of Dengue MarketingSanofi Pasteur

Jeff SolomonDirector MarketingTEVA

Hugues Le ChoismierMarketing & Sales DirectorVifor Pharma

Advisor:Oliver MitchellMarketing DirectorAbbott

Dear Colleague,

Welcome to the 5th Annual Pharma Marketing Summit - Digital Marketing & CEM 2015!

Last year we brought together the leading experts from the pharmaceutical field to share their experi-ence and knowledge with you in order to help you in your future developments. The 5th Annual Pharma Marketing Summit is not an exception and this forum will provide a platform for leading experts from the digital marketing and customer experience world to present on current developments in the field.Pharma marketing is extremely competitive, with pharmaceutical companies spending a large portion of their budgets on marketing activities and as the field is rapidly evolving, the companies need to think ahead when it comes to the product promotion.

Listen to our speakers from the leading companies of the pharma world and learn how mapping the digital journey informs marketing efforts, understand how customer centricity is changing the pharmaceutical industry, or discover the latest developments in the Pharma industry including the latest trends in social media, digital, mobile, branding and regulatory guid-ance.

I am looking forward to personally meeting you in Berlin!

Lucia HavlikovaProduction ManagerAllan Lloyds

5TH ANNUAL PHARMA MARKETING SUMMIT DIGITAL MARKETING AND CEM

Benefits of attending• Hear about how mapping the digital

journey informs marketing efforts

• Explore how to leverage all the available channels to increase customer engagement (including social media)

• Learn how to make the best channel mix for target customers

• Gain knowledge of factors which help to identify the best sites to ensure their high performance

• Gain fresh insight on educational campaign development

• Discover a new offering of product and digital services to differentiate and increase customer engagement

EVENT PROMISEAttending this unique event represents a great opportunity to learn from the lead-ing companies such as Sanofi, AstraZene-ca, Merck, Roche, Novartis or Bayer. Understand the importance of being customer-centric and learn how to build a customer-centric Multi-Channel strate-gy for your brand, or discover how estab-lishing Multi-Channel and Omni-Channel strategies can help in customer experi-ence.

Professionals from the industry will con-tribute on making the event valuable through their experience based case studies and ensure the event turns into a real experience

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225 www. globalpharmamarketing.com


KEY TOPICS• The journey to Digital Marketing Excellence• Integration of digital tactics within Multi-Channel

Marketing• What does big data mean for customer experience in

2015

• Omni-Channel trends, tactics and ideas• Customer Centricity: The importance of being

customer-centric• Strategic Digital Marketing• Social Media and CEM

WORKSHOPWorkshop A: Time to go Mobile 6 October 2015 (14:00 - 15:00)

• The mobile devices of the future – we have smart phones now, what`s coming next?

• Mobile applications and devices with the potential to revolutionize patient care

• Patient apps: Are they really FOR patients?

• How to Improve Customer Engage-ment with Mobile Technologies

• Understanding the Importance of Mobile Health for Pharma

• BIG DATA challenge, how to take advantage of the CRM systems, data mining, digital aspects in sales, how to use CRM Software

• How to best use all the data to move to customer engagement promotion-al models

• How tablets are transforming Sales Effectiveness

• Generating hundreds of new busi-ness opportunities using Social Media

• Selling in A Web-Enabled World

Workshop B: Digital and Omni-Channel Approach6 October 2015 (15:00 - 16:00)

Wednesday 7 October 2015

SCHEDULE

Thursday 8 October 2015


08:20

08:50 09:00

09:15

10:00

10:45

11:15

12:00

12:45

14:00

14:45

15:30

16:15

16:45

17:30

18:15

19:00

Registration and Morning Coffee

Coffee Break

Lunch

Coffee Break

Cocktail reception

Opening Remarks from the Chairperson

CA

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TUD

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ASE

STU

DYDigital practices: what works well and what

doesn‘tVladimir Ivashchuk I Bayer Healthcare Pharmaceuticals

CA

SE S

TUD

YC

ASE

STU

DY

D - DiscussionCASE STUDY - Experience Based Case Study - Great Opportunities for Networking


Coffee Break

Lunch

CA

SE S

TUD

YC

ASE

STU

DY

CA

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TUD

YC

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DYPatient centricity: 10 lessons Pharma can learn from

FMCG industryOlga Kornilova I Ferring Pharmaceuticals

Strategic Digital Marketing: Commercial Innovation and an integrated Go To Market Model

Ilaria Catalano I MSD

From insights to actions – a case study of educational campaign developmentKasia Hein Peters I Sanofi Pasteur

Towards Sustainable Healthcare – Value of DiagnosticsAnssi Pulkkinen I Roche

Speed Networking Session

WAP (Win Adherence Program), a digital game for transplanted patients

Enrico D’Aiuto I Biotest AG

Integrating Marketing and Sales To Achieve Commercial Success

Tina Lupberger I Novartis

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TUD

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„Which comes first, the chicken or the egg?”

Kyriakos Zannikos I Mylan

Digital element in Multi-channel approach during launchKatja Lundell I Mylan

08:20

08:50 09:00

09:15

10:00

10:45

11:15

12:00

12:45

14:00

14:45

15:30

16:15

16:45

17:30

18:15


Speed Networking Session

What are you waiting for? How to successfully deploy integrated multi-channel activitiesLiz Murray I Quintiles

Interactive Panel DiscussionGroup of Speakers D

Roundtable Discussion

All Attendees

CA

SE S

TUD

YBig Data and AnalyticsVivian Mendonca I Merck

CA

SE S

TUD

Y

Roundtable Discussion

All Attendees

CA

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YInnovations in e-health

Jeff Solomon I Teva

Coffee Break

Final roundtable, one to one meetings and Closing remarks from the Chairperson D

CA

SE S

TUD

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Hugues Le Choismier I Vifor Pharma

How to integrate digital into your overall marketing, sales and medical education strategy

Innovating the Pharma Model

John Gerow I AstraZeneca

CA

SE S

TUD

Y

Enhancing Customer Experience While Meeting The Needs Of A Commercial Business

Mariano Martínez Celorrio I Almirall

CA

SE S

TUD

YSocial media and customer engagement; New Era in Pharma Marketing

Kamil Levent Arslan I Janssen

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER


DAY 1 7 OCTOBER 2015 5TH ANNUAL PHARMA MARKETING SUMMIT - DIGITAL MARKETING AND CEM


08 : 20

08 : 50

10 : 45 Networking Coffee Break



10 : 00 Vladimir IvashchukHead of Marketing & Sales Operations, RussiaBayer HealthCare Pharmaceuticals

Digital practices: what works well and what doesn‘t

Enchanted by the last technological fad marketers forget about classic marketing analytical tools and rush forward just to be the first to implement it. It’s time to stop, think, apply the same analytical tools we use for other channels and make the best channel mix for target customers.

• Start with a customer in mind• Right strategy• Right team• Right channels/technology

CASE STUDY

09 : 00 Speed Networking Session

Don’t forget your business cards! Great 15 minutes ice-breaking and networking activity to meet your peers before we start

11 : 15 Tina LupbergerHead of Marketing Novartis

Integrating Marketing and Sales To Achieve Commercial Success?

• Establishing complementary – instead of competing – incentives for marketing and sales

• Determining the best way to structure your marketing and sales departments. Who reports into whom? How do structures vary from large pharma to small biotech?

• Developing a process to bring back insights from the sales force to the marketing team

• Ensuring marketing is keeping the sales force in the loop

CASE STUDY

09 : 15 Kasia Hein PetersVP Head of Dengue Marketing Sanofi Pasteur

From insights to actions – a case study of educational campaign developmentDengue fever is the fastest growing mosquito-borne viral disease, with almost half of the

world’s population being at risk. Even though the disease awareness is very high among

healthcare professionals and people living in endemic countries, many misperceptions and

stereotypes remain. For 20 years, Sanofi Pasteur has been developing a vaccine against

dengue, which may help to make dengue a vaccine-preventable disease. Yet existing gaps

in knowledge around the severity and risk of the disease may hinder a fast uptake of the

vaccine, once it becomes registered in endemic countries.

• Human-centric, evidence-based approach was taken to develop strategic insights and

customer journey

• They led to the development of behavioral and communication objectives, and

• Creations of digital solutions and traditional tactics, resulting in a fully integrated

disease education campaign

CASE STUDY

DAY 1 7 OCTOBER 2015


5TH ANNUAL PHARMA MARKETING SUMMIT - DIGITAL MARKETING AND CEM

14 : 45 Enrico D’AiutoSenior Marketing Director Biotest AG

WAP (Win Adherence Program), a digital game for transplanted patients

The talk will be about the idea to transform drugs for transplanted patients (viro-tatics, immunosuppresives, etc..) from negative goods to positive goods to improve adherence, using the so called Gamification strategy.

CASE STUDY

12 : 00 Liz MurrayDirector Integrated Multichannel Engagement Quintiles

What are you waiting for? How to successfully deploy integrated multi-channel activities

• Based on research among pharmaceutical companies, learn about the industry’s opinion and current use of multi-channel marketing options

• Learn how to overcome potential internal and external hurdles and how to find the right partner to successfully deploy effective activities

• Get an insight on the results you can expect, which will help you demonstrate ROI to your stakeholders

15 : 30

14 : 00 John GerowExecutive Director Strategy, Global Commercial Excellence AstraZeneca

Innovating the pharma model

• Creating and selling your vision• Measuring impact• Embedding capabilities• Lessons learned

CASE STUDY

16 : 45 Kyriakos ZannikosGlobal Head of Multichannel Marketing Mylan

„Which comes first, the chicken or the egg?”

Every company tries to catch up with their Digital Transformation Plan. This change is usually starting from the Marketing or Commercial Dpts, while the scope and intention of such transformation is organization wide. Let’s analyze together how digital transfor-mation really impacts MarCom strategy and operations.

• Is Digital Strategy Following MarCom Strategy or vice versa? • How Digital Strategy impacts MarCom and overall Organization Structures • Does a CDO role makes sense in the future

CASE STUDY




18 : 15

Chris-Carol BremerPiotr WrzosinskiJohn GerowKyriakos Zannikos

SPECIAL FEATURE: Interactive Panel Discussion

In this session, the audience has an opportunity to ask questions and have anopen interactive discussion with the discussion panelists.

• How an effective Social Media Strategy can help in developing your Customer Experience Management Programs?

• What Social Media Channels are the most effective for your business?• Develop online and social media strategies that work• Using alternative ways of communication to increase loyalty in different stake-

holders• From TV-sets to Facebook – media versus networks• How to deliver real value to the real end user: the community with which you

want to engage

DISCUSSION

19 : 00 Cocktail Reception


Click on image for play video with testimonials from our event

17 : 30 Hugues Le ChoismierMarketing & Sales Director Vifor Pharma

“How to integrate digital into your overall marketing, sales and medical edu-cation strategy and ensure fusion of online and offline efforts while respecting legal and regulatory guidelines”

• Take your time• Associate all the departments of the company• The success can only be collective• Conclusions



`

08 : 20

08 : 50




09 : 15 Ilaria CatalanoBusiness Operations & Strategy Executive Director MSD

Strategic Digital Marketing: Commercial Innovation and an integrated Go To Market Model

Provide an overview of an integrated go to market model: a new offering of products and digital services to differentiate and increase customer engagement

• Digital strategy• Commercial innovation & Got To Market Model• How to leverage all the available channels to increase customer engagement

(including social media)• Digital execution and measured KPIs

CASE STUDY

11 : 15 Olga KornilovaGlobal Senior Manager Competitive Intelligence and Market Research Ferring Pharmaceuticals

Patient centricity: 10 lessons Pharma can learn from FMCG industry

The world of Pharmaceutical industry is changing dramatically and there is a need for quick shortcuts to facilitate speedy transformation for Pharma companies. Pharma do not need “reinventing the wheel” and can learn from FMCG industry for improv-ing its consumer-centricity. 10 concise and practical lessons will be shared with Pharma audience based on observation of the FMCG market research expert with 22 + years of experience who immersed into Pharma and see with “fresh eye“ where improvement and efficiencies can be found.

• Setting the scene (changes, transformation and “inconvenient” truth)• 10 lessons that Pharma can learn from FMCG• What is next?

CASE STUDY

10 : 00 Anssi PulkkinenHead of Strategic Marketing Roche

Towards Sustainable Healthcare – Value of Diagnostics

• Patient pathways and in vitro diagnostics are pivotal targets in cost-efficient man-agement of diseases

• Sustainability of healthcare is dependent on resources pooling• In the world of the omni-channel era, marketing may take new roles looking into

patient pathways

CASE STUDY

09 : 00 Speed Networking Session

Don’t forget your business cards! Great 15 minutes ice-breaking and networking activity to meet your peers before we start

DAY 2 8 OCTOBER 2015


5TH ANNUAL PHARMA MARKETING SUMMIT - DIGITAL MARKETING AND CEM

14 : 45 Jeff SolomonMarketing Director Teva

Innovations in e-health

• How pharma is looking at e-health & e-connectivity• The way to build brands in the future

CASE STUDY

14 : 00 Katja LundellMarketing & Sales Director for UK, Ireland and Malta Mylan

Digital element in Multi-channel approach during launch

Through a case study discuss the cornerstones of marketing mix and especially the digital/on-line element during a launch of a product

• Making better-informed and faster decisions as a result of customer behavior in digital space

• Get ‘closer’ to your customers with smarter, more valuable interactions• Deploy the right analytics and KPIs to create the right impact for your business; how

to set KPIs and what to measure

CASE STUDY

12 : 00


16 : 45 Vivian MendoncaRegional Director - Market Access - EEMEA - Hospital Specialty Care, Vaccines and Oncology Merck

Big Data and Analytics

• The impacts that Big Data integration has on CEM – Looking at the implica-tions

• Big Data Analytics and Customer Experience Management moving forward• Big Data changing the way of company thinking and research

CASE STUDY

15 : 30 Kamil Levent ArslanSales & Stakeholder Relations Director Vifor Pharma

Social media and customer engagement; New Era in Pharma Marketing

• What could be the challenges in using social media in Pharma marketing• Why should we embed Social media in our channels• What could be the multichannel marketing model in the near future?

CASE STUDY

17 : 30 Mariano Martínez CelorrioGlobal Marketing & Medical Affairs Almirall

Enhancing Customer Experience While Meeting The Needs Of A Commercial Business

• Understanding your customers and what enhances the customer experience• How can brand managers balance the needs of your customer with the needs

of your business• Getting other stakeholders on board to support an even balance

CASE STUDY


5th Annual Pharma Marketing Summit DIGITAL MARKETING & CEM 2015 6 - 8 October 2015 I Berlin

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5 th pharma marketing summit digital marketing & …...dear colleague, welcome to the 5th annual...

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