This interactive workshop will explore relevant transmedia campaigns from a variety of different industries and you will be tasked with identifying how they relate to pharma marketing practices. You will then be put into smaller groups and be asked to create a new transmedia campaign for the fictional drug, Altista, an imaginary drug designed to treat anxiety.
Following this workshop you will feel confident in explaining, designing, and executing your own transmedia campaign, including how to:
Mitch E. Apley, Senior Director of Broadcast|Print Production
AbelsonTaylor
It has long been thought that the best way to enhance a team’s creativity is to allow its members to operate without constraints. In contrast, growing research asserts that the best ideas stem from creative thinking within established boundaries that help move the team forward with a clarity of purpose. This is good news for healthcare marketers and promotional agencies responsible for developing compelling and creative ideas compliant with government requirements.
This session will help illuminate this concept. Discover how compliance requirements can help you set the groundwork and parameters to help promotional teams become more creative, innovative and efficient, including how to:
Ilyssa Levins, President and Founder
Center for Communication Compliance (CCC)
Do you currently understand your organization's identity? Are you and your organization evolving into a ‘connect and experience’ strategy? If not, this workshop is a must-attend created to benefit both you and your organization.
Over the course of two hours you will be asked to deliver your understanding of your foundation or corporate responsibilities, planned content campaigns and how you and your corporation are creating content in a regulated industry. You will be divided into groups and be tasked with comprehending an organizations state, developing a new content campaign and then share with the group what you’ve created.
Walk away from this interactive workshop with tips & tools you can take back to your organization to help you create digestible, compelling and sharable content, including how to:
Henry Anderson, Partner, Mint Collective
Marc Monseau, Founder, Mint Collective
Together, we'll address the questions that will help you uncover the truths in your marketing mix providing you with the knowledge you need to strengthen your approach, including how to:
Come to this workshop prepared to work on your brand, franchise or organization and take back some action-oriented answers (or perhaps questions) to your teams.
Zoe Dunn, Principal
Hale Advisors
From the worldwide responses to earthquakes, floods, tsunamis, many international and U.S. government officials, and key agencies now turn to social media and related technologies to prepare the public, to share information, and to connect people during all phases of a given crisis.
From the experiences of the American Red Cross and their effective use of social media, you will learn how to leverage the latest tools to drive better communication, engagement and avoid a crisis.
Janice Jacobs, Healthcare Life Sciences Social Media Director,
DELL
Our customers (HCPs) are being bombarded daily with messages from Pharma companies. They have learned to tune out most of the content we put in front of them. With the ongoing decline in customer access, we have to ensure every customer interaction is meaningful and impactful.
In this interactive session, learn best practices to deliver content to your customers that they will deem valuable, including how to:
Peter Ng, Vice Preseident of Commercial Excellence
Foster Rosenblatt Life Sciences Inc.
Mark Montgomery, Global Director of Commercial Capability Development
AstraZeneca
Pharma data frequently doesn’t dictate treatment decisions, and often there isn’t head-to-head data. Even with great data, changing customer behaviors is challenging. So how do we leverage an important unmet customer need? We have to go beyond the “what” and get to a profound understanding of the “why.” Questioning is critical to the development of human understanding and the ability to create successful strategies. But as organizations mature, the number of questions we ask declines drastically as does our ability to query, innovate and connect.
This presentation will explore the lost art of questioning to spark new ideas that lead to great strategy and innovation, including:
Ed White, Director of Market Research
Bristol-Myers Squibb
Daryl Travis, CEO
Brandtrust
This interactive session has been designed to task you with creating a new content campaign strategy for an organization, focusing on the foundations social responsibility. You will be separated into teams and directed to develop a strategic approach that provides recommendations on:
Each group will then report back allowing participants to weigh in on each others content campaign. Leave this exercise with fresh new ideas and the beginning of your own content strategy that you can return to your office with.
Henry Anderson, Partner
Mint Collective
Marc Monseau, Founder
Mint Collective
Walk through the social media marketing plan in place at Johnson and Johnson and learn how to start a digital dialogue with your audiences, including how to:
Johnson & Johnson
Chad Hyett, Senior Vice President
Porter Novelli
The federal court ruling in Amarin (Amarin Pharma Inc., et. al v. Food and Drug Administration et. al 15-cv-3588 (PEU) (S.D.N.Y. August 7, 2015)) has allowed the drug maker to promote its product, Vascepa, for off-label uses as long as the statements being made are truthful and are not misleading. The recent settlement by Pacira pharmaceuticals enables Pacira to make such statements and resulted in a rescission of the warning letter that the FDA had previously issued.
This forward-thinking discussion will dissect what led to the Pacira settlement, the broader implications of the situation, and how to better understand off-label promotion, including:
Darshan Kulkarni, Lawyer
Kulkarni Law Firm
This unique opportunity will provide you with insight from different departments involved in the collaboration of a launch. Hear from experts in each department necessary for a launch to be effective. This interactive panel will address strategies that can be implemented early on to drive effectiveness, inluding:
Anita Aldaia, Omnicom Global Client Leader
GSK
Anisa Dhalla, Sr. Director of Compliance
UCB
Ilyssa Levins, President and Founder
Center for Communication Compliance
Want to keep the conversation going?
Sign-up with an ALI team member to join a group at tonight's dine-around. Reservations have been made.
**Everyone is on their own financially.
Recap what you learned yesterday, and let us know what you're interested in learning about in more depth today.
UCB is a global pharma company, headquartered in Belgium that employs over 9,000 workers. The marketing teams cover all aspects of the companies B2C communications ranging from email marketing, conventional marketing, digital marketing, video marketing and social media.
In this session, we’ll discuss how to align and carry out your mission within all departments of your multi channel marketing teams as well as best ways to keep employees and consumers engaged in the content that you are pushing out, including how to:
Greg Cohen, Associate Global Director Multi Channel Marketing
UCB
Discover how to strengthen your customer relationships by developing a meaningful customer-centric marketing strategy, including how to:
Maria Cabida, Director of Market Research
Bristol Myers Squibb
Join a variety of experts who have consulted and represented the FDA, leading pharmaceutical providers and other industry leaders as they weign in on the topic of mobile app regulations. Discuss the recent changes with mobile apps and what the regulations have done to either prohibit, change, or accelerate customer engagement via social media and learn how you can succeed.
Moderated by:
John Mack: Owner, Pharma Marketing Network
Panelists include:
Greg Cohen: Associate Director, Global Strategic Marketing, UCB
Darshan Kulkarni: Life Sciences Solutions Attorney, The Kulkarni Law Firm