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@ExLMarketing and #PharmaContent

Life Sciences Customer Engagement

EXECUTIVE SUMMARYPRESENTED BY THE CREATORS OF

3rd

CONTENT MARKETINGFO R L I F E SC I E N C ES

SUMMIT

Develop and Curate Timely Content | Communicate Valuable, Relevant Messaging to Customers | Manage Digital Marketing Assets

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DECEMBER 3-4, 2015 | THE INN AT PENN, A HILTON HOTEL | PHILADELPHIA, PA

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> > Introduction 3

Presentations 4

For More Information 7

Recommended Service Providers 8

Contents

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> > Introduction

If you weren’t able to join us last year, here is what you missed at ExL Pharma’s 3rd Content Marketing for Life Sciences Summit.

With a focus on optimizing life sciences marketing through the delivery of meaningful, timely and differentiated content, the 3rd annual summit was held December 4-5, 2014 in Philadelphia.

Content marketing is redefining the way life sciences marketers are structuring, delivering and measuring campaigns today. The 3rd annual conference recognized the importance of implementing a content marketing strategy, which entails establishing processes within marketing departments and cross-functional teams while navigating regulatory aspects, determining the type of content to create, choosing successful distribution channels and guaranteeing ROI to support business goals.

The summit shared information about the content marketing process in terms of development and implementation, fostered insightful discussions on the patient’s voice as the biggest resource for developing meaningful content and relationships, and explored content creation and distribution channels for life sciences organizations. It also examined successful strategies for getting through the regulatory approval process while sharing relevant, timely case studies, and it gave attendees a wealth of opportunities to connect and network with peers.

The following session summaries detail highlights from the 2014 conference.

> > Past Event Participants!3M Company • Abbott Healthcare • Abbott Vascular • AbbVie • Actavis • Altimeter Group • American Medical Association • Arkray USA • Bayer HealthCare • Becton Dickinson • Boiron USA • Boston Scientific • BREG, Inc. • Bristol-Myers Squibb • Cadient • Celgene Corporation • Center for Medicine in the Public Interest • College Of American Pathologists • Compas, Inc. • ConAgra Foods, Inc. • Content Marketing Institute • Cook Medical • Cornerstone Therapeutics • Covidien • CSL Behring • Cubist Pharmaceuticals • Daiichi Sankyo • DDM Marketing & Communications • Digital First Media Day 1 Only • Digital Health Coalition • Dudnyk • ECIR Medical Communications • Eli Lilly and Company • Enspektos Llc • Fashionably Ill • Galen US Inc • GlaxoSmithKline • Healthline • Healthline Networks, Inc. • Hollister Incorporated • Huge Inc. • Icu Medical Inc. • IMPETUS Healthcare Inc. • IntegraMed America • Intouch Solutions • Janssen Biotech • Johnson & Johnson • Juice Pharma Worldwide • Ketchum • Klick Health • LDR • LifeScan • Lilly Diabetes • LinkedIn • Liquid Grids • Lundbeck • Masimo • McMURRY/TMG • Medtronic • Medtronic, Inc. • Merck • MSL Group • NAMSA • Narativ • Nature Publishing Group • NTVB Media • Oticon Medical, LLC • Pfizer, Inc. • Pharma Marketing News • Philips Resipronics • Prolifiq Software Inc. • ProPharma Group • Qology • Reprint Nexus • Roche Diabetes Care • Skyword • Snow Companies • Telerx • Thomson Reuters • U.S. Pharmacopeia • UCB • US HealthConnect, Inc. • Vanda Pharmaceuticals, Inc • W2O Group • Wego Health • Wiley • Y-Prime • Zebra Technologies

CHECK OUT SOME TWEETS FROM LAST YEAR’S ATTENDEES!

2014 #PHARMACONTENT HIGHLIGHTS

@moniqueterrell: Great time at #pharmacontent thanks for having me. #SocialMedia

@ThereseVanRyne: Effective storytelling = sharing your brand from your audience’s perspective #PharmaContent @pfizer

@Carlos_Abler: @moniqueterrell Don’t dip your toe into #socialmedia DIVE IN. Social isn’t beta, it’s live. #pharmacontent #contentmarketing

@pharmaguy: Brand-related info is still the first step in creating & delivering “relevant content” to patients, it seems. #pharmacontent

@HFosburg: Listen, post, monitor, measure & start all over again @moniqueterrell. Be part of the convo; don’t just push out content. #pharmacontent

@MSLGROUPNA: Content must be clear, consistent, relevant, shareable and useful, says @moniqueterrell #pharmacontent #mslhealth

@AnneBell: Millennials report that loyalty toward brands determined by the experiences brands create for them. #pharmacontent

Follow Us@ExLMarketing #pharmacontent

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> > Presentations

Elizabeth Presson of OTICON MEDICAL encouraged attendees, “Don’t Just be Social: Empower a Community of Inbound Marketers.” The overlap between internal buy-in, product market fit and user love is critical to creating an engaged community. This level of engagement involves discovery, education, consideration, purchase, support and then advocacy. There needs to be more of a human voice than just a brand voice in messaging, and calls to action must continue to move people to the next stage in the process. Following a purchase, companies need to stay connected and provide valuable content that educates potential advocates. They should also offer support and a platform for sharing stories. To that end, operating with a digital mindset involves a stimulating experience, actions that drive audience behavior and campaigns that are measurable. Presson remarked that, ultimately, “marketing is about creating an experience that gets people as close as possible to knowing what to expect.”

“Storytelling to Connect” from Sherry Pudloski of PFIZER focused on building relationships by humanizing stories and sharing a greater social purpose. Pharmaceutical organizations are in the bottom third of companies when it comes to consumer trust, so better connections are crucial. Storytelling entails communicating what matters most, being human, showing the audience information they are interested in and making a difference. It’s about sharing your brand from the end user’s perspective and building a narrative that resonates. Pfizer’s goals are to better show its value to stakeholders and to garner greater respect by responding to internal and external challenges with an authentic, enduring, inspiring, cohesive, flexible and engaging story.

Internal Buy-In

User Love

Product Market Fit

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> > Joseph Kim of ELI LILLY AND COMPANY offered tips on how to “Explore the Origin of Content Marketing by Respecting Patient Volunteers in Research.” In his session, Kim focused on connecting with customers, offering valuable content and inspiring authentic social media viral content marketing. He noted that the customer experience is much longer than most people think — per Kim, it actually begins with research. The research stage involves creating awareness, seeking participation (asking for a behavior change), offering a punchline or “the big reveal” of data and results, creating suspense (how will it all end?) and then, finally, celebrating the launch. Each step along the way is critical to creating an effective and impactful launch.

An out-of-industry presentation on “Maximizing Opportunities and Measuring Success” from Therese Van Ryne of MOTOROLA SOLUTIONS/ZEBRA TECHNOLOGIES centered on the use of traditional and non-traditional outreach tactics in content marketing. First, it is important to identify and align with objectives when strategizing to increase brand awareness and build credibility, and to integrate campaigns. Active promotion achieves positive results. All content should conclude with a call to action to trigger a response from the audience — and results should be captured promptly. Measuring and sharing content widely are equally important; content is a sales tool customizable for use in multiple regions. Showing how it impacts business involves using customer-focused language, measuring media pickup and sales use, and keeping results concise and centered on data.

Monique Terrell of the COLLEGE OF AMERICAN PATHOLOGISTS delivered “A 4-Point Plan for Life Sciences Organizations to Overcome Their Fear of Stepping Out onto the Social Media Stage.” Social media is about creating experiences, establishing and nurturing relationships, providing opportunities to explore, and sharing accurate information. Terrell’s four-point plan is as follows: 1) develop a digital/social strategy (be clear on objectives), 2) establish a channel ecosystem, 3) create and curate content because content is still king, and 4) set up a share formula. She also suggested that attendees listen to online conversations, post content, monitor reactions, measure results and start all over again. Social media isn’t something that can be done halfway; begin with the end in mind and lead with content first.

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> > Sherri Cowan of COVIDIEN shared a presentation on “Digital Content: Driving Customer Engagement.” Developing a content marketing plan entails having the right strategy, the right content, the right format and the right channel. Digital content requires a different mindset; Cowan said companies should stop thinking about campaigns and start thinking about engaging customers more deeply. Content needs to change the customer’s direction and motivate them in a new way. Further, customers value simple decision support — help them make good choices. Content should follow customer needs and be creative to generate trust. Every successful campaign starts with a plan that maximizes engagement with the smart use of marketing automation. Set targets, track metrics and communicate performance.

“Content Marketing Process Development and Implementation Within Your Organization: Essential Ingredients to Help Embrace a Content Culture” from Carlos Abler of 3M was another out-of-industry study on considerations for content marketing development. With multiple markets, products and opportunities, 3M offers multi-stage support where tactics balance internal ideation, specification and sales process stages. Critical pieces to the puzzle include having support from leadership, identifying/segmenting audiences and the content they want to receive, optimizing the quantity/rhythm of publishing, assigning responsibility and accountability for content, driving internal collaboration, organizing content, measuring quantitative business results, and achieving alignment across customer-facing departments. According to Abler, 3M’s framework for content marketing involves the following: content organization, preparation work, workshops, architecture and production, and deployment and optimization. For this to succeed, a detailed vision for content management must be linked to corporate strategy and corporate vision.

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> > For more information

For more information or to register for the 4th Content Marketing for Life Sciences Summit, please visit:www.exlevents.com/content

Join the conversation on

@ExLMarketing and #PharmaContent

Life Sciences Customer Engagement

Do you want to spread the word about your organization’s solutions and services to potential clients who attend this event?

Take advantage of the opportunity to exhibit, present an educational session, host a networking event, or distribute promotional items to attendees.

ExL works closely with you to customize a package that suits all of your needs.

To learn more about these opportunities, contact Brendan Jordan, Business Development Executive, at 917-258-5154 or bjordan@exlevents.com.

PRESENTED BY THE CREATORS OF

4th

CONTENT MARKETINGFO R L I F E SC I E N C ES

SUMMIT

Develop and Curate Timely Content | Communicate Valuable, Relevant Messaging to Customers | Manage Digital Marketing Assets

> >

DECEMBER 3-4, 2015 | THE INN AT PENN, A HILTON HOTEL | PHILADELPHIA, PA

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> > Recommended Service Providers

EPROSOFT AMERICA INC.Established in 1999 we are a full service medical marketing agency focused on innovative commercial solutions for Marketing and Sales Professionals within the life science industry. Our company provides a full range of services from strategy through execution and support of those strategies. With nine board certified physicians on our Medical Advisory Board we have deep medical expertise enabling us to create impactful, and engaging HCP oriented content.Website: http://eprosoft.com/eprosoft/index.php

VEEVA SYSTEMSVeeva Systems Inc. is a leader in cloud-based software for the global life sciences industry. Committed to innovation, product excellence, and customer success, Veeva has more than 300 customers, ranging from the world’s largest pharmaceutical companies to emerging biotechs. Veeva is headquartered in the San Francisco Bay Area, with offices in Europe, Asia, and Latin America. For more information, visit www.veeva.com.

Global life sciences companies worldwide rely on Veeva Vault eTMF to managing their TMF documents and processes. Designed specifically for the life sciences industry, Vault eTMF not only lets you create, exchange, and update all of your trial documents within one secure, cloud-based application, it also supports your trial processes across all of your partners. To learn more about Vault eTMF, visit: https://www.veeva.com/products/rd-cloud/vault-etmf/.Website: http://www.veeva.com

WUNDERMAN HEALTHWunderman Health is a global healthcare marketing agency that integrates data and creative to amplify brand awareness, drive acquisition, and strengthen customer relationships. Clients across healthcare sectors include pharmaceutical and biotechnology, insurance and provider systems, and medical device and technology. Committed to improving health outcomes, Wunderman Health delivers communications that engage and empower both consumers and professionals.Website: http://www.wunderman.com/health

ABOUT EXL EVENTSExL Events, Inc., (aka “ExL Pharma”) develops engaging, content-driven conferences and partnered events for dynamic industry audiences including: Pharmaceutical, Biotechnology, Medical Device, Diagnostic, Contract Research Organization, Hospital Networks, Physicians, Communications and others. Behind our diverse event portfolio, our experienced team conducts extensive market research and targeted outreach. The results translate into innovative, high-quality events that facilitate the exchange of critical information between industry professionals and suppliers who support shared goals.

Our events are the preferred resource for important topical information and networking opportunities with a clear delineation between content and commercialism. Our mission is to bring allied industries together to discuss and strategize on key issues and challenges resulting in the implementation of new ideas, strategies, tactics and key learnings that facilitate the pursuit of their missions which in many cases is to help improve the lives of patients and improve outcomes.Website: www.exlevents.com