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Fleming Europe Agenda - 3rd eMarketing Pharma

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  • 1. 3rd Annual PHARMA eMarketing Congress 11 – 13 SEPTEMBER 2013 Hotel Barceló Sants | BARCELONA In the Chair Haider Alleg | Gedeon Richter PregLem | Global eMarketing Manager YOUR PRESTIGiOUS SPEAKERS and PANELists Pre-Conference SOCIAL MEDIA DAY: Training led by: Alexandra Fulford Pharma Digital Strategy and Social Media Consultant Pharmaguapa Sven Awege Executive Director & Senior Consultant, Pharma Strategic Special Features SOCIAL MEDIA DAY Training with case studies and case exercises WORKSHOP Social media & the pharma industry – a turbulent marriage Panel Discussion following a session of case studies from various countries Several networking sessions with plenty of discussion opportunities LUCKY DRAW – win 1 of 3 books “The Web-Savvy Patient” by Andrew Schorr with Mary Adam Thomas gold sponsor John Mack “Pharmaguy” | President Pharma Marketing Network Emma D‘Arcy InventivHealth | Head of Participatory Medicine Andrew Schorr PatientPower.info | Founder and Host Josep Soldevila Melgarejo Gruppo Angelini | Digital Marketing Director Xavier Olba Sanofi Iberia | Digital Business Strategy Manager Yannick Di Mondo Mylan | Digital Director Europe Haider Alleg Gedeon Richter PregLem | Global eMarketing Manager Dr Rob Hicks Ricard Robledo Novartis | e-Marketing Manager Nicolas Pokorny Britannia Pharmaceuticals | Regional Director, EMEA / Latin America Alexandra Fulford Pharmaguapa | Pharma Digital Strategy and Social Media Consultant Vincenzo Di Meo Boehringer Ingelheim | Product Manager Lourdes Pérez, Janssen Pharmaceutical Companies of Johnson and Johnson eBusiness Manager Tom Renneberg Esanum | CEO Gokhan Salmanoglu Pfizer | Regional Director, Multi Channel Marketing Shona Davies Univadis®/MerckMedicus Associate Director Marketing Communication/Channels Dr. Zakiuddin Ahmed Healthcare Paradigm | President PharmEvo | Director eCommunications Evgeniy Vishkovskiy CEO and founder of „Vrachi RF“ Tibor Cemicky Vivanti | Business Development Leader BU Europe Our Expert Advisory Board ENDORSING PARTNERs Josep Soldevila Melgarejo Gruppo Angelini | Digital Marketing Director Timothy White Lundbeck | Global Director & Head of Customer Interaction Management Mikael Lindblad Meda Pharma | Head of Digital Marketing Management Rene Neubach | former Pfizer Pharmaceuticals eMarketing Manager, Specialty Care Europe
  • 2. Email: marcela.jurickova@flemingeurope.com | www.flemingeurope.com Booking line: Tel: +421 257 272 334 | Fax: +421 255 644 490 Event Focus Look beyond the “traditional” Explore new meanings & opportunities behind “digital” Learn how to best use all innovations in your marketing Find out about the true importance of social media See how you can better connect with your customers Focus on multichannel distribution Get solutions, not just the challenges Event Introduction Building on the success of the 2nd Annual, we have created a highly interactive program specifically designed to discuss and address current trends and challenges faced by pharmaceutical companies, with a special focus on providing solutions to these challenges, as they increasingly leverage the potential of several e-Marketing channels. Featuring expert speakers and innovative solution providers, the 3rd Annual Pharma e-Marketing Congress provides the platform for the exchange of valuable insight into today‘s e-Customers, and equips pharmaceutical companies with the tools needed to impact sales. Plus, our special feature one-day Training will discuss strategies to understand social media guidelines, how to set and handle social media mindset, monitor digital KPIs as well as the factors of a good communication between healthcare providers and pharmaceutical companies. What did our past attendees say? Business Development Director, BaseCase Management “The organisation of the event was great! The size of the audience was also very good as it gave an opportunity to speak to many people.” VP Research & Pharmaceutical Partnerships, Patient Knows Best “Thank you for this event! It was very well organised with a great range of subjects.” Product Manager, Reig Jofre Group “The event was very well organised, I appreciated all presentations being on time as planned. Speakers were brilliant!” Nordic Product Manager Immunotherapy, Octapharma Nordic “Good program, nice venue, well organised event.” Who Will Attend Senior Vice Presidents, Vice Presidents, Senior Executives, Global Heads, Heads, International Directors, Senior Directors, Directors, Senior Managers, Managers of: E-Marketing / Marketing / Interactive Marketing / Consumer Marketing / Brand and Product Management / Relationship Marketing / Internet Communications / Global Marketing / Business Development / E-Communication / Innovations / Social Media / Multichannel Marketing / E-Media / Online Communication / E-Strategies / Marketing & Sales / Marketing Excellence / Branding / Strategic Marketing / Brand Management MEDIA partners
  • 3. Email: marcela.jurickova@flemingeurope.com | www.flemingeurope.com Booking line: Tel: +421 257 272 334 | Fax: +421 255 644 490 Day 1 | SEPTEMBER 11, 2013 SOCIAL MEDIA DAY - Training 8:30 Registration and Coffee 13:00 Lunch 14:00 8:55 Welcome note from Fleming Europe • What is Social Media? (timing and exact content dependent on level of audience knowledge) - Introduction - Platforms, #, terminology, etc. • Guidelines from different agencies in using Social Media - Listening - Sharing and Engaging - Challenges, opportunities, best practices – case studies Alexandra Fulford Pharma Digital Strategy and Social Media Consultant & Sven Awege, Executive Director & Senior Consultant, Pharma Strategic 10:10 Morning Coffee and Networking 10:30 Session 2 Setting a Social Media Mindset in Your Company • Importance of knowing the meaning and opportunities Social Media presents • How to set and handle this new mindset (senior management does not usually understand SM) • How should an organisation be organised to have the right competence? Alexandra Fulford Pharma Digital Strategy and Social Media Consultant & Sven Awege, Executive Director & Senior Consultant, Pharma Strategic 11:30 Sven Awege, Executive Director & Senior Consultant, Pharma Strategic Session 1 Social Media Guidelines, Rules & Regulations Session 3 Implementing Social Media • Corporate level issues • Importance of coordinating with other departments, geographies • Cooperating with external partners • Landscape, channel selection • Customer journey and insights • Cross-channel integration • Case Study Alexandra Fulford Pharma Digital Strategy and Social Media Consultant KPIs and ROI • Digital KPIs to monitor • Social media ROI • Analytics and measurements • Is it possible to calculate ROI on all social activities? 9:00 Agenda and Training objectives 9:10 Session 4 15:00 Session 5 Leading and Cultivating the Dialogue with Stakeholders through Social Media • How to communicate with stakeholders online • What are the success factors of a good communication • Challenges and opportunities Alexandra Fulford Pharma Digital Strategy and Social Media Consultant & Sven Awege, Executive Director & Senior Consultant, Pharma Strategic 16:00 Round Table Discussions Case Study discussion (e.g. non-pharma case study – how to apply to pharma) Alexandra Fulford Pharma Digital Strategy and Social Media Consultant & Sven Awege, Executive Director & Senior Consultant, Pharma Strategic 17:00 Closing Remarks and Coffee MEET THE TRAINING LEADERS: Alexandra Fulford Pharma Digital Strategy and Social Media Consultant Pharmaguapa Alexandra Fulford is a strategy consultant specialised in digital and social media strategy in the pharmaceutical industry. She has extensive experience in working with top pharmaceutical companies such as Roche, Novartis, Novo Nordisk, Merck Serono, Sanofi and Astra Zeneca, as well as firms such as McKinsey and Digitas Health. Projects have included digital strategy development and implementation, social media strategy, implementation and guideline development, strategic business process optimisation, and market entry and expansion strategies. With a highly international background Alexandra speaks fluent French, German and Spanish and basic Mandarin. Alexandra‘s blog is www. pharmaguapa.com and she also volunteers for www.hopeforstrays.com Sven Awege Executive Director & Senior Consultant Pharma Strategic Sven has over 20 years work experience spanning several industries, functions and roles. He is one of the early „digital pioneers“ helping bluechip companies embrace eBusiness in the 90‘s through the strategic consulting company he created at that time. The last 10 years Sven has been deeply engaged in the Pharma industry, having worked for Eli Lilly in Sales, Marketing (and multi-channel), Finance and Consulting across Europe, the last two of which he has deepened his knowledge and expertise as a subject matter expert on social media and mobile in this unique industry, through “Pharma Strategic” to help healthcare stakeholders deliver innovative solutions.Channel experience includes: Sales force, congresses, newsletters, eDetailing, Healthcare portals, Disease awareness websites & media promotion, web conferencing, mobile, social media and community management.
  • 4. Email: marcela.jurickova@flemingeurope.com | www.flemingeurope.com Booking line: Tel: +421 257 272 334 | Fax: +421 255 644 490 Day 2 | SEPTEMBER 12, 2013 8:30 Registration and coffee • Healthcare professional communities in Spain, discussion and case studies • Most relevant social media programs targeting patients • Changing the paradigm: pharmacies embracing social media and the internet in Spain • The new salesforce: from F2F, to iPad reps, to the future of the rep as part of a multichannel strategy Josep Soldevila Melgarejo Gruppo Angelini | Digital Marketing Director Xavier Olba Sanofi Iberia | Digital Business Strategy Manager 9:00 Opening remarks from the Event Chair SOCIAL MEDIA AND MOBILE MARKETING IN THE WORLD OF PHARMA 9:10 Keynote Generating value through digital asset management: a global challenge, a local reality • Generating value through digital experiences and online services • Channels, personalization and local specificities - the risk of missing something is high • Strategic choices to take for ensuring timing, budget and value to the end users • Avoiding common pitfalls and including cultural and regulatory dimensions in your digital strategy • Questions & Answers Haider Alleg | Gedeon Richter PregLem Global eMarketing Manager 15:30 Afternoon coffee and networking 10:30 Morning coffee and networking 11:00 • Learn about strategies in social media marketing • Find out what your customers really want • Use social media as an effective additional e-marketing tool Workshop led by John Mack | “Pharmaguy” President Pharma Marketing Network 12:30 Lunch 17:30 Special feature – Case Study session Focusing on emarketing and digital from a countryspecific point of view 14:30 – 15:00 - The Global perspective: Univadis Case Study: Digital Marketing for New Pharma • Permission Marketing – what is it and why should you care? • The case for a global approach: Is it really effective? Really? • What can we learn from our local teams? Shona Davies | Univadis®/MerckMedicus Associate Director Marketing Communication/Channels Panel discussion with the case studies presenters Some of the questions that will be answered in this session: - Within last several years a revolutionary market change occured in most countries. Doctors and other HCP became united in specialized networks. Now any doctor can express their opinion and it will be spread in seconds among thousands of their colleagues. Along with other subjects quite often doctors discuss pharmaceutical products. Due to the high number of participants the impact of such discussions on the HCP‘s opinion could be compared to months of all other company‘s marketing activity. Sometimes the spread information could be different from the company‘s official position or simply wrong. What can be done by a company to secure this risk? Emma D‘Arcy | InventivHealth Head of Participatory Medicine This session will bring you a very special insight into the hottest issues in digital and emarketing through the presentation of several case studies from different countries. Find out how regulations and different jurisdictions can have an influence on the extent to which pharma companies are able to make use of all “hot” gadgets, like mobile applications and what exactly they can achieve with the help of smart phones / iPhones. To sum up, there will be a panel discussion at the end of the session where all your questions will be answered. 17:00 – 17:30 - The Pakistan Model: Value Added Services for Physician Engagement through Cause Oriented Digital (multichannel) Marketing Dr. Zakiuddin Ahmed | Healthcare Paradigm, President PharmEvo, Director eCommunications 13:30 The Impact of social media on medicine: competitive collaboration between patients, physicians and pharma in the participatory era 14:30 16:30 – 17:00 - The Russian way: The development of healthcare professionals‘ online communities • Local popular social networks via international ones • Specific drivers for MDs to participate in the communities • Local legislation in respect to the contacts between doctors and medical representatives: theory and practice • Quantitative analysis of the existing communities • Connected risks for the pharmaceutical companies Evgeniy Vishkovskiy | CEO and founder of „Vrachi RF“ WORKSHOP – Social media and the pharma industry – a turbulent marriage There is no question as to the role of social media in marketing. Also, it is clear to everyone that if companies want to survive in the tough competitive environment, they have to adapt to what their customers want. However, are pharma companies really ready to use social media to its fullest and see all the benefits? 16:00 – 16:30 - The Turkish perspective: Transforming Marketing in the Digital Era in the Pharma Industry • The need for change in the marketing model in pharma • What does Multi Channel Marketing bring to internal and external customers in Pharma • Essentials to build the right MCM strategy Gokhan Salmanoglu | Pfizer Regional Director, Multi Channel Marketing 9:50 Global / Local Social Media • Global/Local social media issues • Implementation & process recommendations • Joint awareness building via social media • Questions & Answers Alexandra Fulford | Pharmaguapa Pharma Digital Strategy and Social Media Consultant 15:00 – 15:30 - The local perspective: e-lessons learned in the Spanish pharma industry - Who in a company should be in charge of representing the company in the social media for HCP? What should their qualification and responsibilities be? How many companies already have such staff? - Traditionally users of social media are looking for fun and informal communication. On the contrary, the companies‘ messages to doctors are traditionally based on scientific approach and research data. What should be the motivation to engage MD‘s in the professional social media? 18:00 Feedback session Your opinion is truly important for us to keep improving our events year by year. Thank you for your valuable feedback! 18:10 Closing remarks from the Event Chair Speakers and delegates are cordially invited to attend a Networking Cocktail reception
  • 5. Email: marcela.jurickova@flemingeurope.com | www.flemingeurope.com Booking line: Tel: +421 257 272 334 | Fax: +421 255 644 490 Day 3 | SEPTEMBER 13, 2013 INSIGHT FROM THE OTHER SIDE 13:30 Multi-channel marketing - Taking relationships to the next level • Building relationships with customers through new channels • Getting the right message to the right person at the right place and at the right time • Taking demographics into consideration when choosing the right channel • Integrating sales force into multi-channel marketing • Questions & Answers Yannick Di Mondo | Mylan | Digital Director Europe 9:00 Doctor‘s perspective – Catching the social media fever? • How can physicians make use of online interaction? • First hand experience and genuine attitude towards e-detailing • Implementing digital into CME – what are the benefits? • Questions & Answers Dr Rob Hicks 9:30 Patient‘s perspective – Empowering patients online 14:00 Customer centricity - From Marketing to Customer Plans and how digital can help to reach business objectives • The first thing - the customer • Benefits of digital marketing • How to get insights • The importance of segmentation • Myths and truths about digital marketing • Main mistakes • Questions & Answers Lourdes Pérez Janssen, Pharmaceutical Companies of Johnson and Johnson | eBusiness Manager Andrew Schorr, PatientPower.info Founder and Host BLENDING DIGITAL & TRANDITIONAL TO PERFECTION 10:10 Keynote Evolving human behaviour: How to change market share in a multichannel world • The behavioural aspect of Marketing • The world was always multichannel • Positioning and Transformation: Play for winning TODAY means you’ll lose • Setting the baseline: Innovation starts with getting the basics right • Multichannel strategy: sustainable profit long term – if you want it! • Questions & Answers Nicolas Pokorny, Britannia Pharmaceuticals Regional Director, EMEA / Latin America 10:40 Morning coffee and networking 14:30 Afternoon coffee and networking 14:50 Balancing branded and unbranded content: the behavioural challenge • The promise of multichannel marketing: does one-size-fit-all? • Understand customer’s real needs, identify barriers, encourage behavioural responses. • Content is king, media is queen. • Using analytics to get customer’s insights • Questions & Answers Vincenzo Di Meo, Boehringer Ingelheim Product Manager 15:20 Tying customer interaction together • Pharma landscape. The need of digital transformation • Tablet e-detailing • Key drivers in the CLM • MCLM and customer centricity • Questions & Answers Ricard Robledo, Novartis | e-Marketing Manager 11:00 How pharma gets involved in HCP online-communities • Real life examples of current projects of pharma‘s involvement • Figures and Costs • General use cases and pitfalls • How to measure success? What are the KPIs? • Questions & Answers Tom Renneberg | Esanum | CEO 15:50 • Six columns of CLM/e-detailing implementation methodology • How to get MAX results with CLM implementation? • What are the typical mistakes of CLM/e-detailing project implementations? • What kind of key features must be presented in CLM platform? • What kind of content will be extremely efficient? • Cases & Examples • Questions & Answers Tibor Cemicky Vivanti | Business Development Leader BU Europe Panel Discussion to address all issues that have arisen from the morning presentations lead by Vivanti 12:30 Lunch Focused round-table discussions Exchange strategic information with your colleagues and improve your company‘s business strategy. Use this unique opportunity to discuss your questions and opinions. Don‘t let any question go unanswered! 11:30 How to implement CLM/e-Detailing properly? 12:00 Special Feature Some of the suggested topics to be discussed: • Create content: How do you address content for customers? • Content lifecycle: How do you manage it? • Reshaping content: What plays a major role in re-designing content? • Why do doctors go online? Can we draw the key things they expect from the online communities? • Social media and the Pharma: What is your dream feature as a marketer? 16:20 Feedback session Your opinion is truly important for us to keep improving our events year by year. Thank you for your valuable feedback! 16:30 Closing remarks from the Event Chair