discover & mix to innovate! - blue business...
Post on 09-Jun-2018
216 Views
Preview:
TRANSCRIPT
4-5-6 November2015WarsawCourtyardby Marriott Hotel
Discover & mix to innovate!Multichannel marketing and sales communication for the pharmaceutical industry
Techno, dance, house, RNB, electro, pop separately do not create a climatic party. Combined, mixed and properlyserved to demanding partygoers draw everyone to join the party. Only the best DJs know how to combine them to move hearts and minds and create a unique and memorable mix... The analogy to your work is obvious!That is why we invite you to participate in a meetingof the leading DJs from the sector – together we will be mixing the best pharma communication sets!Patients and HCPs are no longer moved by old, broken records and traditional methods and channels of communication. They need a contemporary, fresh mix – catchy multichannel communication that will adjust itself to consumer preferences.
No more wallflowers and the tool-oriented approach tocommunication! We are finally giving the floor to the Patient and HCPs and communicating with them in the manner they expect us to. Physician, Patient, Pharmacist, Nurse – they want us to give them information exactly when they need it and they want to find it exactly where they seek it. Are we ready for this? Are we able to consider digital not as a separated tool and simplyfollow the customer in many channels, in places wherehe seeks us? Do we implement in our companies a comprehensive strategy for communicating with HCPsand the patient or only a set of trendy andmoderately efficient tools?
During the party we will improve the following DJ skills:AHow to efficiently “mix” e-marketing with traditional channels?
AHow to play a coherent and holistic message the audience will want to hear?
AHow to check if anyone listens and how to stir engagement?
AHow to measure the efficiency of mixing?
OUR COMMON GOALCoherent, innovative and interesting MULTICHANNEL strategy producing measurable effects, with thesynergy of message in various channels as a response to the challenges of today’s communication with the patient and health care professionals.We are announcing a new style promoted by the best DJs of pharmacommunication – the MULTICHANNEL era has begun!
The lights go down... a loud, striking beat starts...followed by other sounds... hands are rising,
the DJ heats up the atmosphere...
Let’s MIX, exchange experiences, draw inspiration! No Multichannel, No Party!
ŁukaszMaroszczyk
Digital Marketing Manager, Market
CEE, Lighting
PHILIPS
AnnaTelakowiec
MarketingDirector
Polandand Baltics
BONDUELLE
Bartłomiej Popławski
Digital Manager CEE
GSK
Robert Bednarski
Head of CEE
Magdalena Kotowska Marketing
& Digital Excellence
Manager
SANOFI
Karol SadajIndustry
Manager
TomaszDąbrowski
Head ofeHealth,
Head of ClinicalTrials
GRUPA NEUCA
Joanna ŁojkoMember of the
ManagementBoard
RAK’N’ROLL
MateuszWróbel
Digital Manager Europe
AMWAY
Ewa Tomala – Żelechowska
Strategy & Sales Director
QAH
Rafał KowalczykMultichannel
Marketing Manager
PFIZER
Anna MiotkCommunication
Director
POLISH INTERNET RESEARCH
The invited DJs:
Jacek Maciejewski
Member of theManagement Board
RAK’N’ROLL
Paweł PiekarskiManaging
Director,Instytut Badań
Pollster
GRUPA ZPR
Włodzimierz Kuźmowicze-Marketing
Manager
TEVA PHARMACEUTICALS
Przemysław Dobosz
IS Digital Manager
SANOFI
Sebastian Gawelowicz
Associate Business IT
Consultant (BRM), Marketing
Channels Global Commercial IT
MYLAN
TomazErjavec
Co-founderand Managing
Partner
Łucja GdalaManaging
Director
CODEMEDIA
Michał NedoszytkoCardiologist,
Department ofInterventionalCardiology at
WejherowoHospital,Founder
BARTOSZMOWI.PL
KamilAdamczyk
CEO & Founder
INTELCLINIC
More information at:www.pharma-conferences.com/emarketing/prelegenci
PARTNERs:
MEDIA PATRONS:
DOCTRINA
Conference agenda, day 1, 5 November 2015
1. MINI-WORKSHOP: ROI and analytics of actions on the InternetAnna Miotk, Communication Director, Polish Internet Research
8:30 am Registration and morning coffee
9:00 am MIX TO INNOVATE! Opening of the meeting and networking session Aleksandra Schoen-Żmijowa, Project Director, Blue Business Media
INNOVATION, INSPIRATION, FUTURE OF PHARMA COMMUNICATION
9:15 am From the e-health and digital perspective – inspirations and practical implications for Pharma from HCPs Michał Nedoszytko, Cardiologist, Department of Interventional Cardiology at Wejherowo Hospital, Founder, Portal bartoszmowi.pl How are new technologies being used in practice in the health sector (innovative wearables, telemedicine) Futuristic visions of future medicine Conclusions for the future relations of HCPs – a pharmaceutical and medical company What may be the significance of electronic communication for a physician nowadays – how, why and what “digital” is used for and what can be improved in this area
9:40 am Interactive Q&A session
9:50 am Innovation Show: CyberEye and TeleBlister – innovative multimedia systems Prof. Andrzej Czyżewski, PhD. Eng., Head of the Multimedia Systems Department, Gdańsk University of Technology
10:00 am Interactive Q&A session
10:05 am Innovation Show: NeuroOn mask Kamil Adamczyk, CEO & Founder, Intelclinic
10:15 am Interactive Q&A session
10:20 am Coffee break and MIXing of experiences and best practices Trends and novelties in the integrated and innovative multichannel communication for pharma sector market. Testing the NeuroOn mask, CyberEye and TeleBlister
10:40 am Multichannel campaigns vs. consumers of pharmaceuticals – based on recent market research Paweł Piekarski, Managing Director, Instytut Badań Polster, ZPR Group How do users consume the Internet How to efficiently use multichannel in advertising campaigns Is it possible to broaden the outreach and create a new group of recipients
11:00 am Interactive Q&A session
11:05 am About illness in social media – between taboo and the need to be noticed. How to communicate with patients in an innovative way Case study Rak’n’roll Joanna Łojko, Member of the Management Board, Rak’n’Roll, Jacek Maciejewski, Member of the Management Board, Rak’n’Roll How to communicate to a cancer patient Where is the line between the need to be noticed and taboo How can pharmaceutical companies support cancer patients
11:25 am Interactive Q&A session
11:35 am What interesting and innovative advertising measures can be taken with the use of new media Case study Facebook Robert Bednarski, Head of CEE, Facebook
11:55 am Interactive Q&A session12:05 pm An outpatient clinic or the Internet Karol Sadaj, Industry Manager, Google What do Poles search for on the Internet How to efficiently reach them with a message from a OTC drugs producer
12:25 pm Interactive Q&A session12:35 pm Lunch
INSPIRATION COMES - BE READY TO IMPLEMENT IT!
1:35 pm The main challenge: stand out – what awesome, new and interesting advertising measures can be taken on the Internet. Inspiration from a different sector Case study Bonduelle Anna Telakowiec, Marketing Director Poland and Baltics, Bonduelle Social media marketing – gamification as a way of engaging and developing outreach in social media Content marketing – be interesting, not self-interested to develop the preferences of the target group
2:00 pm Interactive Q&A session
2:10 pm How to mix, merge and intertwine, i.e. how to engage B2B customers using B2C techniques? Inspiration from a different sector Case study - Philips #miastoswiatla Łukasz Maroszczyk, Digital Marketing Manager, Market CEE, Lighting, Philips Using heuristic techniques in the decision-making process Phasing, integration and synergy of B2B and B2C communication Storytelling, i.e. content strategy
2:35 pm Interactive Q&A session
2:45 pm Multichannel success - efficient communication of the industry and HCP Mariusz Miękoś, Managing Partner, Best Doctor Polska Health Communication
3:05 pm Coffee break and time to choose mini-workshops
INTERACTIVE THEMATIC GROUPS:
3:20 pm Mini-workshops - Series I Suggested topics:
4:05 pm Break for changing the mini-workshop4:10 pm Mini-workshops - Series II4:55 pm End of the content-related part of the first day of the meeting5:00 pm Let’s MIX! Innovation Club Party – another opportunity to integrate and exchange inspirations8:00 pm End of the first day of the meeting
2. MINI-WORKSHOP: Omnichannel challenge – optimum, complementary integrationof digital channels into traditional marketing. Strategy, media planmedia mix, measurability and ROI
3. MINI-WORKSHOP: Big Data & Data Intelligence – how to efficiently use the data generated in multichannel campaigns
4. MINI-WORKSHOP: How to meet the high legal standards when implementing the challenges of modern communication? What should be done toprevent the law from blocking the activities of marketers?How to minimise the risk of these actions?
8:30 am Registration and morning coffee
BE MULTICHANNEL (INCLUDING DIGITAL) OR DIE
9:00 Jak skutecznie połączyć świat wirtualny z realnym - zintegrowane formy promocji Case study Pfizer Rafał Kowalczyk, Multichannel Marketing Manager, Pfizer Multichannel communication – necessary changes in the organisation to conduct a process Rep Triggered Email – an example of combining two promotion channels New role and competences of an Agent/District Manager in the multichannel communication process Key conditions for the success of hybrid projects
9:25 am Interactive Q&A session
9:35 am Digital strategy, digital change – the first step towards a genuine omnichannel experience Case study Nutrilite Mateusz Wróbel, Digital Manager Europe, Amway How to build a strategy that will support business objectives How to “connect with” the target group? Building engagement on the Internet What to do to make a strategy successful? Recommendations on the Internet (and more)
10:00 am Interactive Q&A session
10:10 am Coffee break and MIXing of experiences and best practices Trends and novelties in the integrated and innovative multichannel communication for pharma sector market. Testing the NeuroOn mask, CyberEye and TeleBlister
10:30 am How to integrate the channels into multichannel communication targeted at HCPs in practice? Is it worthwhile? Case study Sanofi Magdalena Kotowska, Marketing & Digital Excellence Manager, Sanofi Przemysław Dobosz, IS Digital Manager, Sanofi
10:55 am Interactive Q&A session
11:05 am The Speaker gathers inspirations for an electrifying speech on multichannel – the topic of the speech will be announced soon Ewa Tomala-Żelechowska, Strategy & Sales Director, QAH
11:25 am How to instil digital deeper into the company’s DNA - cross- functional use of new media in an organisation Case study GRUPA NEUCA Tomasz Dąbrowski, Head of eHealth, Head of Clinical Trials, Neuca Group Patient 360º - good practices of patient-oriented pharma marketing Connected Health – the role of producers and the pharmacist Clinical Research – good practices of using digital health/ media to acquire highly selected groups of patients
11:50 am Interactive Q&A session12:00 pm Digital Transformation of pharmaceutical sales representative Tomaz Erjavec, Co-founder and Managing Partner, Doctrina
12:20 pm Lunch
1:10 pm Digital marketing as a mature communication channel instilled into the company’s strategy, adjusted to the needs and expectations of the recipient of promotion Case study Teva Pharmaceuticals Włodzimierz Kuźmowicz, e-Marketing Manager, Teva Pharmaceuticals A strategy needs a strategy – digital marketing and change management in an organisation Recipient of promotion in the centre of attention – options of digital marketing, recipient’s needs, reality The idea is of no importance – consistency of actions, readiness for continuous change and adaptation
1:25 pm Interactive Q&A session
3F FOR PHARMA - FUN, FRIENDSHIP, FEEDBACK– NEW CHALLENGE OF COMMUNICATION
1:35 pm External and internal gamification - how can pharma engage
through fun
Case study Mylan
Sebastian Gawelowicz, Associate Business IT Consultant (BRM),
Marketing Channels Global Commercial IT, Mylan
In what cases gamification is worth considering
What are the examples of good gamification in pharma
How to present the ROI of gamification
2:10 pm Interactive Q&A session
2:20 pm Big Data: how to collect and analyse data for digital activations
to the benefit of the brand
Case study GSK
Bartłomiej Popławski, Digital Manager CEE, GSK
Why “Big Data” is “big”
How to make “Big Data” really significant and useful
Examples of how to use analyses in planning and
implementing activations in digital media
2:45 pm Interactive Q&A session
2:55 pm Coffee break and MIXing of experiences and best practices
Trends and novelties in the integrated and innovative
multichannel communication for pharma sector market. Testing
the NeuroOn mask, CyberEye and TeleBlister
3:10 pm Interactive session to conclude
MIXING THE CASES – SPECIALIST DISCUSSION GROUPS
To sum up the meeting and leave you in the atmosphere of exchange of
experiences and inspirations, the Conference participants will be divided into
several thematic groups. Each group will have 35 minutes to discuss their topic:
5 minutes for a lecture introducing the “Group Inspirer” and 30 minutes intended
for discussion.
The groups will be discussing the case study chosen by the host. At the end of the
task, the “Inspirer” will present the summary of his table’s discussion.
Digital as cost optimisation? Prove it!
Everlasting e-learning
Content design
Marketing automation
Real time marketing supported by technologies and data
Digital as an added value – “beyond the pill”
Blogs for pharma?
Legal challenges
3:45 pm Summarising group discussions – MIXing of conclusions
4:05 pm Drawing free participation in the next edition of the event!
Determining the winner from among the persons present in the
room on the basis of the completed surveys
4:10 pm End of the Conferencei
www.pharma-conferences.com/emarketing/program
Conference agenda, day 2, 6 November 2015
Workshops agenda, 4 November 2015
9:00 am Registration and morning coffee
9:00 am Opening of the meeting and networking session. We encourage you to open up to the exchange of inspirations and experiences! Aleksandra Schoen-Żmijowa, Project Director, Blue Business Media
9:15 am Multichannel cost efficiency as compared to traditional marketing based on a team of health care agents – how do we know that multichannel is cost-effective? Ewa Tomala-Żelechowska, Strategy & Sales Director, QAH
10:15 am Planning strategies on the Internet in terms of the possibility to measure the efficiency of all subsequent steps Łucja Gdala, Managing Director, Codemedia Setting measurable campaign objectives Setting KPIs – what exactly do we want to measure and why Planning the process of collecting appropriate data and measuring effectiveness measures Selecting market profitability indicators for the brand before making the decision on starting a promotional campaign
11:15 am The most effective online promotion tools in the pharmaceutical sector and the methods of measuring their efficiency Anna Miotk, Communication Director, Polish Internet Research Websites; Newsletters; Competitions; Social media: Facebook, You Tube, Twitter, Instagram, Snapchat; Specialist and professional services and Internet forums (MP, Onet Zdrowie, abc Zdrowie); Blogs; Specialist materials (e-books, presentations), infographics, podcasts, video; Internet advertising, affiliate marketing12:15 pm Coffee Lunch
1:00 pm Available and most practical analytical tools Anna Miotk, Communication Director, Polish Internet Research Website statistics Internet audience measurement – comparison with others Monitoring of social media and SM analytics Campaign planning tools Internet users’ panels
2:00 pm Review of indicators – what to focus on Anna Miotk, Communication Director, Polish Internet Research Unique users; Page views; Social media; Internet advertising
3:00 pm CASE STUDY - How to measure return on investment (ROI) – most important assessment techniques of ROI ONLINE marketing in practice We will confirm the Speaker soon We will present an example of a complete process of preparing a strategy for measuring the effectiveness of online activities, its implementation in practice and the analysis of the obtained results (index values)
4:30 pm Practical recommendations to conclude: How to increase the effectiveness of online advertising campaigns
5:00 pm End of the workshops and handing out certificates
www.pharma-conferences.com/roi/program
Anna Banaś Head of Sales +48 12 350 54 06anna.banas@bbm.pl
Anna ChrobotB4B Communications Manager +48 22 256 70 35anna.chrobot@bbm.pl
Aleksandra Schoen-ŻmijowaProject Director+48 12 350 54 24aleksandra.schoen@bbm.pl
Blue Business Media Blue Business Media Blue Business Media
You can obtain more information about the Conference from:
You can obtain more information about the possibilitiesof partner cooperation duringthe Conference from:
You can obtain more information about the registration of participation from:
Registration of participation in the Conference and Workshopsand the detailed conditions for application are available at
www.pharma-conferences.com/zgloszenie
The cost of participation of one person in the Conference:
when registeringuntil 31 July 2015
when registeringbetween
1 August 2015 and11 September 2015
when registeringbetween
12 September 2015and 9 October 2015
when registeringafter
9 October 2015
Special offer applies to group registrations:
REGISTER 4 PERSONSTHE PARTICIPATION OF THE 5TH PERSON IS FREE!
The price for participation in the Workshops for the persons registering participation also in the 6th e-m@rketing & Multichannel Strategies for
Pharma Conference is PLN 995 (+23% VAT).
Application for participation
top related