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Agenda

Day One | Tuesday, March 6, 2018
8:00AM
Registration and Continental Breakfast
8:40AM
Chairperson's Introduction
Sarah Goldsmith, Senior Conference Director, EXL EVENTS
8:45AM
Create Magical “Digital” Experiences in Healthcare
Patient curiosity and demand for information about all aspects of healthcare is ever-increasing. Patients portray similar behaviors online and digital provides Pharma marketers clear intent signals and a unique opportunity to engage and assist. Find out about the best in class examples of magical digital experiences across pharma and beyond.
Cozi Namer, Healthcare Industry Development Lead, GOOGLE
9:15AM
Your Doctors Are Learning With Video Games. And It’s a Win for Pharma
As doctors grow tired of dry formats of acquiring knowledge, they are embracing innovative tools, like medical video games that can advance their decision-making skills and keep them current in their specialty in a fun and highly-visual format. Learn how state-of-the-art visual effects and engagement tactics from video games can attract HCPs and change their diagnosis and treatment behaviors and value perception of products. Through case studies, see first-hand how pharma marketing teams are using this innovation platform to engage HCPs.
Sam Glassenberg, Founder & CEO, LEVEL EX
9:45AM
Fireside Chat With Stand Up to Cancer President and CEO, Sung Poblete, Ph.D., RN, and Co-Founder Lisa Paulsen

In building the Stand Up To Cancer brand, Poblete and Paulsen, with their colleagues on the SU2C Council of Founders and Advisors, have worked with celebrities and media platforms across the entertainment industry, research institutions, advocacy organizations, donors, and pharma companies such as Bristol-Myers Squibb Company, Merck, and Genentech, a member of the Roche group, to raise funds and awareness. These efforts support Stand Up’s innovative cancer research, bringing new, effective treatments to patients faster. Find out how these collaborations are created and learn how they contribute to the fight against this disease.

Sung Poblete, Ph.D., RN, President and CEO, STAND UP TO CANCER
Lisa Paulsen, Co-founder, STAND UP TO CANCER
Interviewed by Beth Snyder Bulik, Contributing Writer, FIERCEPHARMAMARKETING
10:30AM
Networking Refreshment Break
11:00AM
Panel Discussion The Rise of Unbranded: Making It Work for You
It’s no secret that disease awareness campaigns face fewer regulatory restrictions and can give pharma marketers and their agencies more creative freedom along with the chance to be more like consumer marketing. However, unbranded also means no mention of the product. Find out from experts how to create arresting unbranded marketing campaigns that deliver results. Listen to some best-case examples from the industry.
Moderator:

Tracy Staton, Editor-In-Chief, FIERCEPHARMA

Panelists:

Aimee Lenar, Vice President of Gastroenterology Marketing, ALLERGAN
Chad Parizman, Head of Social Media and Digital Communications, PFIZER INC.
Joe Shields, Senior Director, Global Strategy and Innovation, ASTRAZENECA PHARMACEUTICALS

11:45AM
Pharma Marketing in 2018 and Beyond
After relying on aggregated website data for 20 years, pharma marketers finally have access to individualized data about the online behavior of opted-in HCPs. The way pharma marketers plan, evaluate, and refine their digital marketing strategies is now vastly different to what it was 3 years ago. New technology makes it possible to identify the HCPs who visit your brand websites, as well as the categories of websites they visit across the digital medical ecosystem. This presentation will highlight real-world examples of what these changes mean for pharma marketing in 2018 and beyond.
David Reim, Chief Product Officer, DMD
12:30PM
Networking Luncheon
Day One Tracks | Tuesday, March 6, 2018
Track A: Digital Marketing: The Know-Hows
Track B: Upgrading Traditional Marketing
1:30PM
Panel: Moving Away From Traditional Direct Marketing to Doctors
Thanks to time-crunched and wary physicians, opportunities for pharma sales reps are closing, leaving companies looking for new ways to reach doctors. Find out about innovative frameworks that can help pharma marketing teams enhance strategic thinking. Learn new ways to reach doctors and use data to analyze the most effective methods.
Bryan Cohen, Innovation Fellow, PFIZER
Kevin Guthrie, President, HEALTHLINK DIMENSIONS
Laurence Smith, Global Marketing Executive Director, MERCK
Marketing Off the Beaten Track
TV, print and digital are the price of entry for big drug marketing. But not every campaign has to be a blockbuster and not every medium has to be a costly mainstream vehicle. Where are some of the unexpected places— and the unexpected ways—that pharma companies are marketing their products and their company brands?
Moderator:

Beth Snyder Bulik, Contributing Writer, FIERCEPHARMAMARKETING

Panelists:

Fred Bennett, Executive Director Multichannel Customer Marketing, ALLERGAN
Yan Fossat, Senior Vice President, KLICK LABS
Buddy Scalera, Senior Director of Content Strategy, THE MEDICINES COMPANY

2:15PM
Digital Marketing Pilots: Recruiting Life Cycle From Disease Community to Online Clinical Studies
While clinical study recruitment has shifted from traditional to digital in recent years, best practices and most effective tools are still being developed. Hear from the innovative, patient-focused Michael J. Fox Foundation about how to effectively involve disease communities in clinical trials and studies, and understand how patient engagement builds stronger drug development.
Kristin Demafeliz, Senior Associate Director, THE MICHAEL J. FOX FOUNDATION FOR PARKINSON’S RESEARCH
In 2.5 Minutes or Less, You Can Engage Your Audience, Increase Collaborative Thought Leadership, and Strengthen Your Brand
Lucy Abreu, Director of Corporate Communications, OTSUKA AMERICA PHARMACEUTICAL, INC.
3:00PM
Panel: Siri, Alexa and the Case for AI: Best Practices for Pharma
Artificial intelligence is expected to have a huge impact on healthcare in the coming year, with digital assistants, voice-enabled services and customized treatment plans becoming commonplace. Find out how pharma can best use tools like Siri and Alexa as beyond-the-pill help for patients and learn about some of the big opportunities for pharma marketers to use artificial intelligence.
Moderator:

Beth Snyder Bulik, Contributing Writer, FIERCEPHARMAMARKETING

Panelists:

Stephen Ranjan, Executive Director – Global Marketing, Customer Solutions & Innovation, MERCK

Panel: Choosing the Face of Your Brand
When it comes to picking a figure to represent a product, pharma companies have lots of options. How can companies use spokespeople— or, in some cases, spokescharacters—to get it right, and what are the risks of getting it wrong? This panel will explore what does, and what should, go into the decisions around choosing a face for a pharma brand.
Moderator:

Carly Helfand, Senior Editor, FIERCEPHARMA AND FIERCEPHARMAMARKETING

Panelists:

Angela Horstmann, Consumer Lead for US Vaccines, GLAXOSMITHKLINE

3:45PM
Networking Refreshment Break
4:15PM
Alternate Ways to Reach Doctors When the Door Is Closed
Just because healthcare providers may shut the door to an in-person meeting doesn’t mean pharma companies don’t still need to reach them. Join us to discuss how messaging via digital channels—from in-office point-of-care communications for patients to using EHRs as a marketing tool—works best. Find out how marketers can build channels into home offices and what marketing techniques and educational materials are most effective in that environment.
Ezra Ernst, CEO, PHYSICIANS WEEKLY
The Evolution of the MSL
More sophisticated specialty drugs require more complicated sales and launch efforts. Enter the medical science liaison, a key pharma employee today playing a bigger and more integrated role in pharma relationships with healthcare professionals. Find out what’s behind the trend, and how to best employ MSLs.
Dr. Julie Greely, National Director — Health Economics and Outcomes Research, Medical Affairs, ASTELLAS
5:00PM
Networking Reception
Day Two Tracks | Wednesday, March 7, 2018
Track A: Working With New Regulations and Guidelines
Track B: Successful Campaigns
8:00AM
Registration and Continental Breakfast
8:45AM
FDA Vs. Free Speech: the First Amendment and Off-Label Promotion
Even if you are right in the assumption that an off-label claim will turn out to be justified, an FDA pursuit can require a heavy expenditure of time and money to prove your case. As courts continue to make their rulings, how should you best proceed?
  • What do the recent court decisions say?
  • How has the FDA reacted?
  • What should your company be doing?
Anthony Molloy, Esq., Vice President, Legal and Compliance, Deputy General Counsel, PACIRA PHARMACEUTICALS
Case Study Takeda IBD Comics — The Unbeatables
Takeda won kudos for its graphic novel, released in chapters over more than a year, that showed how superheroes battled their IBD. Hear about how this series came about and what results it got.
Moderator:

Beth Snyder Bulik, Contributing Writer, FIERCEPHARMAMARKETING

Panelists:

Elissa Johnsen, Head of Product and Pipeline Communications, TAKEDA
Buddy Scalera, Senior Director of Content Strategy, THE MEDICINES COMPANY

9:30AM
Talking Cents in Pharma? Addressing the Pricing Backlash
With drug pricing in the news regularly and high-deductible insurance plans exposing consumers to the costs of their meds, dollars and cents have become a very real pitfall—or is it an opportunity? Learn how drug marketers are addressing the cost debate, for instance, by earning goodwill with copay assistance programs and discount cards. Find out other ways drugmakers are working to successfully manage the public, and often political, pricing controversy.
Holly Campbell, Deputy Vice President, Public Affairs, PHRMA
Case Study: Using Facebook Lead Generation to Increase Male Aesthetic Procedures and Develop Markets
Omar M. Khateeb, Neuromarketing Strategist
10:15AM
Networking Break
10:45AM
Corporate Image and Branding: The Power of Your Own People
Consumers are looking less to advertising and mainstream media and more to personal recommendations and the internet to make decisions about the care they choose and the companies they trust. Pharma companies often overlook the opportunity to engage employees, customers, and partners who have authentic, powerful stories that have the power to shape opinions. Find practical ideas and case examples of how these influential stakeholders can become some of your most impactful brand ambassadors.
Shira D’Erasmo, Head of Communications, HUMANA HEALTHCARE SERVICES
Case Study GSK and Meningitis B: Creating a Mom Connection
GlaxoSmithKline faced the dual challenge of raising awareness of meningitis B while also encouraging parents to ask about its branded Bexsero vaccine for teens and young adults. Using a combination of branded and unbranded work, GSK created continuity across both with themes around moms. This case study will address the challenges in marketing vaccines as well as engaging in creative thinking across branded and unbranded advertising.
Angela Horstmann, Consumer Lead for US Vaccines, GLAXOSMITHKLINE
11:30AM
It’s All About the Strategy
Pharma marketing presents particular challenges because of its regulated environment, and effective strategies differ from typical consumer marketing plans. Find out how marketers and their agencies plan within those barriers—and push against them (legally, of course) to optimize creative approaches and find fresh approaches to physicians and patients.
Catherine London, Executive Vice President, Corporate Communications and Investor Relations, BIOASIS TECHNOLOGIES
Engaging Patients in the Pharma Marketing Process
Patient-centric marketing is a hot buzzword, but what does it really mean for pharma companies? Learn about what marketers do to find and cultivate relationships with patients in their disease areas so that they can get feedback on products and messaging to create more informed campaigns.
Gail Cohen, Vice President, Corporate Communications, ACORDA THERAPEUTICS
12:15PM
Networking Luncheon
Day Two | Wednesday, March 7, 2018
1:15PM
Creative Campaigns Driving Impact, Awareness, Interest, and Action
Pharma and medical device marketing and innovation teams are up against many more legal and regulatory barriers than marketers in other industries. In this session, you’ll see three live campaigns and the results for each that engage patients and drive awareness, interest, and action. We’ll talk about how the campaigns came together, were launched in compliance, and generate undeniable business value.
Elizabeth Presson, Patient Engagement and Digital Strategy Lead, Oticon Medical
2:00PM
Panel: Digital Intelligence: Tech Companies Discuss New Tools and Techniques
Pharma digital marketing communications have come a long way, but some companies are still reticent to be first movers when it comes to the latest tools and techniques. Social media and digital experts from big brands in digital tech will discuss and debate the most effective tools pharma should already be using, and reveal the most promising tools on the horizon for building pharma brands online.
Moderator:

Beth Snyder Bulik, Contributing Writer, FIERCEPHARMAMARKETING

Panelists:

Matt Nespoli, Digital Media Director, BUTLER/TILL HEALTH GROUP
Danielle Salowski, Industry Manager, Healthcare, FACEBOOK

2:45PM
Closing Remarks
3:00PM
Forum Concludes

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