social media in the pharmaceutical industry media in the pharmaceutical industry day one | monday...
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Social Media in the Pharmaceutical Industry Day One | Monday 21st January 2019
8.30 Registration & Coffee
9.00 Chair’s Opening Remarks
Emma Sutcliffe, Director Patient Engagement and Innovation,
NexGen Healthcare Communications
OPENING ADDRESS / KEYNOTE ADDRESS
9.10 Optimization of social media usage amongst pharma companies
• Clarifyingthecurrentpitfallsofsocialmediainpharma
• Assessingthekeyareaswheresocialmediacangivevaluable
benefitstopharma
• Futurepredictionsforsocialmediausageinpharma
Emma Sutcliffe, Director Patient Engagement and Innovation,
NexGen Healthcare Communications
ENGAGING PATIENTS AND HEAlTHCARE PROfESSIONAlS THROuGH SOCIAl MEDIA
9.50 Pharma & social media: a possible combination
• SocialMedia:astrongsolutionfordiseaseawarenesstoengage
and inform patients
• Socialengagement-Howtousesocialnetwork&digital
communication to engage HCPs
• MarketingAutomation,CloseLoopMarketing,Multi-Channel
Experience to design the Customer Journey
• Casestudy–initiatives&solutions
Stefania Alvino, Multichannel Manager, Daiichi Sankyo Co., ltd.
10.30 Morning Coffee
11.00 Exploring a result driven, value focused social media strategy in
pharma
• Optimisingvaluefocusedmeasurement
• Provingthelong-terminfluenceofsocialmediainthepharma
company
• Clarifyingthereturnofinvestmentonsocialmediaactivity
lin lei, Associate Director, Digital Customer Engagement, Teva
11.40 The future of customer engagement: a programmatic approach
• Exploringtheplaceofprogrammaticcustomerengagementin
modern marketing
• Thechallengesandsuccessesaprogrammaticapproachbrings
to the table
• Whereisitheadednext?
Paul Tunnah, CEO, PharmaPhorum Media
12.20 Networking lunch
SOCIAl MEDIA MARKETING STRATEGIES
13.20 Being a good corporate social media citizen
•Whatitmeanstobeagoodcorporatesocialmediacitizen
• Afocusonoptimizingdiseaseawarenessthroughsocialmedia
channels in pharma
• Howpharmacompaniescantranslatepatientengagementinto
optimizationofsocialmediausage
Roeland van der Heiden, Digital Director, AstraZeneca
14.00 The rise of Social Media in pharma: shifting the focus on patients
as stakeholders
• Howsocialmediacontributedtotheriseofe-patients
• Howregulatoryadaptedtoengagewithpatientsand
consumers online
• Examplesofsuccessfulpatientactivationcampaignsat
LEO Pharma
• Movingforward:patient,innovationanddatacollection
Simon Ip, Global Digital Communications Specialist,
Global External Communication, lEO Pharma
14.40 Afternoon Tea
15.10 Evolution of the digital in pharma from web/email/edetail channels
to extended reality and AI-supported solutions
• FromWebtoExtendedReality:evolutionofthedigitalhealthcare
experience
• InsightsintocasestudiesatBoomerangPharma
Piotr Wrzosinski, AccountDirector,Boomerang,Accenture
Interactive
15.50 using SM/SN and Strategic Competitive Intelligence to learn about
your competitors and uncover early warning signals and future
opportunities for your brand
• UsingSM/SNresearchandcompetitor/marketintelligencein
order to remain competitive in the marketplace
• UnderstandingwhichSM/SNyouraudience(s)useandhowand
where you should be focusing your targeting efforts
• WhatthefutureholdsforSM/SNandIoTinPharma:Whereis
futuredisruptioncomingfrom?(earlyinsightsfromourresearch)
Timos Papagatsias, CEO, lucidQuest
16.30 Chair’s Closing Remarks and Close of Day One
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Social Media in the Pharmaceutical Industry Day Two | Tuesday 22nd January 2019
8.30 Registration & Coffee
9.00 Chair’s Opening Remarks
Jason Browning, Global Head of Digital Communications & Social
Media, Novartis
OPENING ADDRESS / KEYNOTE ADDRESS
9.10 Driving performance by forming employee insights
• Theimportanceofhavinganemployee-centricmindset
• Packagingquantitativeandqualitativedatatotellthefullstory
• Discoveringtheimpactofinternalsocialchannels,dotheyimply
betterefficiency?
Jaclyn Kirkman, Digital Insights Manager, GSK
THE POTENTIAl Of SOCIAl lISTENING
9.50 Personalising the content relationships with AI
• Themainrelationshipdoctorswantwithpharmaistofeelsafe
prescribing treatments
• Personalisingcontenttotheindividualwithoutunnecessary
repetition is key to a lasting relationship
• AIcancapturepatternsabouteachdoctorandspeedup
learning the path to prescriptions
Jacob Degn flindt, Founder, inforMed.pro
10.30 Morning Coffee
11.00 Social listening: procedures and practices to consider before
implementation
• Internalandexternalstructurestoadopt
• Ethicalandlegalimplications
• Platformsavailable
• Exampleoutputs
Alan Shaw, Director, Strategic Planet; Senior Lecturer: Digital
Marketing, Northumbria university
11.40 Congress listening for HCP Insights
• Onaverage,HCP’scontribute3-9%ofonlineconversationin
most therapeutic area discussions
• Atmedicalcongresses,HCP’scontribute25-45%ofonline
conversation, creating a rich source for insights
• HCP’ssharequestionsandconcerns,commentonclinicaltrials,
treatments,sessions,andpharmaco.’s
• Learnhowtotakeyourkeybusinessquestionsintocongress
listening to gain actionable insight
Jackie Cuyvers, CEO, Convospheres
12.20 Networking lunch
13.20 How healthcare brands use Social Insights to drive awareness and
engagement with target audiences
• Socialhasevolvedtobecomeavitalsourceofunderstanding,
validation,andguidanceforpeoplefindingtheirwaythrough
the confusing world of healthcare
• AtthesametimeHealthcarebrands,realizingthepotentialof
digital to form new relationships with consumers, are busy rolling
out wide-reaching transformation programmes
• Socialinsightiswhatconnectsthetwo
• We’llshowhowsomecreativehealthcarebrandsareusingsocial
insight to better understand the deep needs and behaviours of
patientsandtheircareers–andtheopportunitiesthisbringsto
engage with them more effectively
Jeremy Hollow, Founder, listen & learn Research
CuSTOMER AND CONSuMER CENTRICITY
14.00 Reaching scientists on social media – The customer-centric
approach
• Stopusinggenericimages&textandstarttellingstories
• B2Bsocialmediastrategies
• Bestpractices
Dennis fink, Campaign Manager and Social Media Channel
Expert, Qiagen
14.40 Afternoon Tea
15.10 Consumers are increasingly talking about pharmaceutical
products: It’s time to join the conversation
• Over60%ofconversationsaboutpharmaceuticalcompanies
and their products are not tagged on social media
• Learnhowandwhytolisten,engage,andanalysetheonline
buzzaroundhealthcarebrands
• Benchmarkagainstotherbrands,andbetterunderstandtheir
social presence
Mick Griffin,PartnerandChiefRevenueOfficer, Brand 24
15.50 Data driven strategy decisions for Healthcare brands
• Usinginternationaldatatoimprovehealthoutcomesofpatients
• Howcompaniesarecurrentlyusingpatientdataobtainedon
SocialMediatooptimizepatientoutcome
• What’supnextfordevelopmentofdataservices
16.30 Chair’s Closing Remarks and Close of Day Two
leo Ryan, Vice President, Customer Success, EMEA, Spredfast
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HAlf DAY POST-CONfERENCE WORKSHOPWednesday 23rd January 2019
Holiday Inn Kensington forum, london, uK8.30 - 12.30
Social listening with Node XlWorkshop leader:
Alan Shaw, Director, Strategic Planet; Senior Lecturer: Digital Marketing, Northumbria university
Workshop Overview: Social listening is as an important arm of the market intelligence process. It allows you to track conversations about your brands, your competitor brands or the market in general. There are now many organisations providing tools and services to support this need, some are free but most command a hefty premium. This workshop has been designed to provide participants with an insight into the world of social listening and how it can be exploited. Participantswill needa laptopwithNodeXLBasicExcel * installed.
*NodeXLrequiresuseofMicrosoftWindows™(XP,Vista,7,8,10)andMicrosoftOffice™(2007,2010,2013,2016).Youcandownload it here (admin rights may be required): http://nodexlgraphgallery.org/Pages/RegistrationBasic.aspx
Why should you attend this workshop? 1. Learn how to capture and manage big data
2. Understand the strengths and weaknessesof Social listening
3. Generate ideas for marketing campaigns
4. Buildaportfolioofevidencetosupportstrategicproduct decisions
5. Trackyourbrand’sperceptioninthemarketplace
Agenda
8.30 Registration and coffee
9.00 Opening remarks and introductions
9.15 Expectations of using social media•Breakoutsession:whatexpectationsdoyou
have of using social media in your business life• Breakoutsession:whatwouldyoulikefromthis
session
9.45 free and paid social listening tools• AreviewofSocialBearing(afreesociallisteningtool)
10.15 Node Xl: an introduction•CapturingdatafromTwitter
10.30 Morning Coffee
11.00 Track your brand’s perception in the market place• UsingNodeXL
11.30 Who are the market influencers• UsingNodeXL
12.20 Closing remarks
12.30 End of workshop
About the Workshop leader: Alan is a senior lecturer in Digital Marketing at Newcastle BusinessSchool.HeisalsoaTrusteeatXPERTHealth,anationalcharity supporting diabetics through structured education and a director of Strategic Planet Ltd, a boutique digital marketing agency. He has experience of working with epilepsy, diabetes, Crohn’sdisease,inbornmetabolicdisordersandhasworkedinthe veterinarian and wound management sectors. Alan has been involved in patient advocacy groups and helped the Expert Patients Programme transition from being part of the NHStobecomingacommunityinterestcompany(CIC)thena charity.
About the Organisation: Newcastle Business School has a globalreputation for delivering some of the best business management education in the UK.
Through Knowledge Transfer Partnerships Newcastle BusinessSchool provide academic and professional expertise to help organisationsimproveprofitabilityandefficiency.ItsCorporateExecutiveDevelopmentCentrealsoworkswithmorethan700business leaders and managers offering learning experiences thatenablesignificantandsustainablechange.
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HAlf DAY POST-CONfERENCE WORKSHOP B Wednesday 23rd January 2019
Holiday Inn Kensington forum, london, uK13.30 - 17.20
Strategic Digital Pharma MarketingWorkshop leaders:
Kate Hawker, Managing Director, HealthBrandsand Aleena Hasnain, DigitalHealthStrategist,HealthBrands
from Edelman uK
Workshop Overview: Understand the key requirements to design a multi-channel digital pharma communications strategy for your brand, therapeutic area or company by taking an insight-driven and audience-centric approach.
Why should you attend this workshop? • Learnhowtodevelopadigitalstrategytostaycompetitive.• Knowhowtointegratedigitalintoyouroverall
communications plan • Learnhowtounderstandandreachhealthcare
professionals at the right time, on the right channel with the right message
• Knowhowtoselectthedigitaltacticswhicharebestsuitedtoachieveyourspecificbrandplandrivers
• UnderstandhowtoselecttherightKPIsanddeliverROIforyour digital plan
Agenda
13.30 Registration and coffee14.00 Opening remarks and introductions14.10 Discovery: Taking an insight-driven approach
•Toolstounderstandandprofileyouraudience•Onlinebehavioursofhealthcareprofessionals•Casestudy
14.40 Strategy: Defining a multi-channel digital pharma strategy •Keyelementsofadigitalstrategy:content,channel
and distribution •Whatmakesgreatcontent?•Casestudy
15.10 Afternoon Tea15.50 Tactics: What do you need in your digital toolbox?
•Understandingthekeyapproachestoengagewithhealthcare professionals online
•Casestudy16.30 Exercise & Case Study 17.10 Closing remarks17.20 End of Workshop
About the Workshop leaders: Kate Hawker Kate serves as the managing director of the Edelman UK Health team and has great expertise in directing global, pan-European and UK communications programmes for biopharmaceutical companies across a variety of therapeutic areas. She specialises in global communications to drive fully integrated brand and corporate communications, targeting a diverse range of external stakeholders particularly payors, healthcare professionals and patient advocacy groups. She specialises in strategic planning for best-in-class global practice for market shaping and product communications launches and ongoing programmes to maintain competitive advantage. Kate has worked on global campaigns for AstraZeneca, GSK, Novartis, Illumina, LEO, Baxter, Takeda, Boehringer-Ingelheim,BristolMyersSquibb,ColgateandSevenSeas.PreviouslyPracticeChairforHealthcareEMEA&UKatBurson-Marsteller,Katehasa 25-year track record in pharmaceutical communications,where she was responsible for the direction and organic growth ofallexistinghealthcareclientsservicedbytheBurson-MarstellerofficeinLondon.
Aleena Hasnain With over 10 years of experience, Aleena is a strategic planner and a digital health strategist, with a passion for discovering audience insights to inform integrated campaigns and digital strategies. With this hybrid role, her work is rooted in developing data-driven and audience-centric strategies to ensure campaigns are reaching and engaging the right audience, on the right channel, with the rightmessage. Specifically, herareasof focus includedigitalhealth communications and marketing, HCP engagement, influencer mapping, audience identification/segmentation,audience personas, message frameworks, campaign branding,andchanneldistribution.She’sdesignedand leadboth U.S and global digital communications for a variety of health and pharmaceutical companies including AstraZeneca, MedImmune, Amgen, GSK, Shire and Janssen.
About the Organisation: As the healthcare digital landscape rapidly evolves, Edelman provides communications marketing solutions that are rooted in our
deep knowledge of the health sector. Our health specialists understand medical, scientific, business, policy and societalissues – and this understanding is enhanced by our deepexpertise in public affairs, corporate reputation, creative, social and digital, planning, issues management and research. www.asdevents.com - www.asdevents.com/event.asp?id=19032