Strategic Multi-Channel Marketing for Pharma

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:

• Build a Storyworld around your brand(s) (he never really explains the Storyworld portion – is this a pharma phrase or something he created as a word to describe content?)
• Develop the right strategy to reach your audience across multiple channels
• Create a plan of execution that includes medical and regulatory approvals

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:

• Understand fundamental regulatory requirements that affect promotion
• Review optimal process to ready cross-functional team for creative and compliant material development
• Hear examples of successful implementation

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:

• Recognize and understanding your brand as a ‘content publisher’
• Develop components of a ‘content hub’
• Continue a ‘content hub’ in a regulated industry
• Develop a content strategy for your organization

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:

• Map your brand’s communication ecosystem
• Make the right investment by choosing the best marketing channels to meet your organization’s goals
• Leverage insights into what other brands are doing in your organization to create efficiencies and increase reach
• Gather insights and measure the success of your channels in order to strengthen your impact

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.

• Healthcare organizations use social media to be “prepared”
• Social media is vital to healthcare
• To respond to and manage negative comments on social media; what to do, how to manage policies, etc.

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:

• Avoid common pitfalls in customer engagement
• Understand what your customers look for from Pharma companies
• Design and create an interactive engagement platform
• Master the art of story telling

Peter Ng, Vice Preseident of Commercial Excellence

Foster Rosenblatt Life Sciences Inc.

• Identify your brand goals as well as your customers’ goals
• Develop organization wide business intelligence approaches that focus on creation and consumption
• Utilize external analysis and data

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:

• How to use questioning as a tool, a process and a mindset to pursue change and cultivate new and fresh ideas in an organization. 
• How teams can challenge traditional thinking and force themselves to challenge assumptions and questions that will lead to more distinct research
• Real examples from his experience with his teams at BMS, Ed will discuss how better questions lead to even greater questions and, ultimately, better ideas.

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:

1. Tone/style/topic area for the content to be produced
2. Content calendar
3. Channel preference
4. 2-3 creative content designs

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:

• Listen to your customers and understand patients’ behaviors
• Build trust and loyalty from using social networking tools
• Begin the dialogue with unbranded conversations

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:

• How to identify the line between distributing information and promoting it
• Current “safe harbors” in sharing off-label materials
• The impact of such a law on the firewall between medical affairs and marketing/sales
• Impact of off-label statements on MLR/PRC review

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:

• Examining why cross-functional team member alignment early in the process drives product launches with greater impact
• Describing the common, unconscious judgments that reduce creativity and slow down promotional review
• Hearing examples of successful implementation of strategies to establish trust  during the promotional review process with a focus on launch efficiency

Anita Aldaia, Omnicom Global Client Leader

GSK

Anisa Dhalla, Sr. Director of Compliance

UCB

Ilyssa Levins, President and Founder

Center for Communication Compliance

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**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:

• Align multiple departments to carry out one organization’s mission
• Create a strategy that optimizes your consumer interactions within each marketing department
• Creating engaging content that your employees and consumers what to engage with and share

Greg Cohen, Associate Global Director Multi Channel Marketing

Discover how to strengthen your customer relationships by developing a meaningful customer-centric marketing strategy, including how to:

• Think differently about engaging with physicians as partners
• Inspire successful pharma marketing
• Reflect on previous experiences with your customers and make the necessary adjustments

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