18-19 January 2017, London, UK

1. www.social-media-pharma.com | #pharmasocialmedia
Register online or fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711
A: How will the rise of private messaging challenge
the pharma industry?
Workshop Leader:
Stine Moorgard Sorensen, Global Independent Digital Strategist, Former Digital
Interaction Business Partner, Stinesorenson, Lundbeck
8.30am - 12.30pm
B: Online influencer (key opinion leader/key opinion
influencer) identification and mapping
Workshop Leader:
Jackie Cuyvers, Co- Founder, the Conversationalist Agency
13.30pm - 17.00pm
PLUS TWO INTERACTIVE HALF-DAY PRE-CONFERENCE WORKSHOPS | TUESDAY 17TH JANUARY 2017, HOLIDAY INN KENSINGTON FORUM, LONDON, UK
@SMIPHARM
CHAIRMAN FOR 2017:
Daniel Ghinn, Founder & CEO,
Creation Healthcare
KEYNOTE SPEAKERS INCLUDE:
Julie O’Donnell, Senior Director; Head of
Global Customer Interaction Management,
Lundbeck
Phil Tregunno, Signal Management Unit
Manager, WEB-RADR Project Lead, MHRA
Thibaud Guymard, Head of Digital Services,
MSD
Doris Casares, Communications Director,
Medicines for Europe
Scott Gavin, Regional Lead, Digital Centre of
Excellence / Digital Services, Pfizer
Dimithri Wignarajah, Head of Content & Social
Media, GE Healthcare Life Sciences
REASONS TO ATTEND:
• Get insights from MHRA on new mobile
app, WEB-RADR, its development, use in
pharmacovigilance, policy and ethical
guidance on appropriate use
• Case studies on how to skilfully create engaging
content online from Pfizer
• Using social media in crisis management and
analytic predictions
• New insights and case study on how social
media is being used for employee advocacy in
healthcare and pharma
18TH - 19TH
JAN
2017HOLIDAY INN KENSINGTON FORUM, LONDON, UK
SMi Presents the 9th Annual Conference and Exhibition on
Social Media in the
Pharmaceutical Industry
Strengthening and influencing online discussions to
improve brand reputation
BOOK BY 30TH SEPTEMBER AND SAVE £400
BOOK BY 31ST OCTOBER AND SAVE £200
BOOK BY 30TH NOVEMBER AND SAVE £100
“Content was excellent and
presented different viewpoints.”
Delegate 2016

2. Social Media in the Pharmaceutical Industry
Day One | Wednesday 18th January 2017 www.social-media-pharma.com
08.30 Registration & Coffee
09.00 Chairman’s Opening Remarks
Daniel Ghinn, CEO& Founder, Creation Healthcare
SOCIAL LISTENING AND DIGITAL MARKETING
OPENING ADDRESS
09.10 Using social media to predict the future of healthcare
• Understanding how healthcare professionals (HCPs) use social
media to interact with peers and discuss therapy areas.
• Identifying how HCPs discuss products and how that
conversation can influence the market
• Use of social media and big data in crisis management
Daniel Ghinn, CEO& Founder, Creation Healthcare
09.50 From talking fish to talking parrots: the zany world of pharma
social media
• What’s with the talking animals and pharma social media
campaigns?
• A look at a selection of amazing campaigns
• Will the real competitor please stand up – how liquid
expectations shape our work
• What next - trends affecting the future of health
John Pugh, Life Science Innovation Lead, Accenture
10.30 Morning Coffee
10.50 Hard lessons: embedding social media into multi-channel
customer journey in the UK market
• Launching a campaign with limited scope: a learning
opportunity
• Social Media: Business needs versus regulatory compliance and
how to get approval
• Getting idea shot down even with approval- what experiences
can be gained and how should you proceed?
• A social media campaign that fails to deliver on its Key
performance indicators (KPIs) is not a failure. It is a low-cost
learning opportunity
• Results - presenting both sides of the coin and measuring the
efficacy of a campaign
Piotr Wrzosinski, Digital & Multichannel Marketing Manager,
Janssen Pharmaceuticals
11.30 Setting the benchmark for pharma social listening
• Learn the current benchmark for conversation on key
therapeutic areas globally and by region
• Understand who is leading the conversation, and how much
HCP’s contribute to the conversation
• Receive the most up-to-date facts and figures of key
stakeholder engagement online globally and regionally
• Come away with global and local benchmarks to measure your
social listening efforts, and social campaign success
Jackie Cuyvers, Co-Founder, Digital Strategist,
the Conversationalist Agency
12.10 Networking Lunch
13.30 Social networks for HCPs
• comuniti.fr- learn about how this platform is being used by
healthcare professionals
• What are HCPs talking about and how can this help pharma
engagement
• Where are these conversations taking place? Global/ Regional
– identifying the needs of HCPs in relation to their geography
Thibaud Guymard, Head of Digital Services, MSD
14.10 Establishing digital services within a leading pharma organisation
• The opportunity for dedicated social media digital services
within Pharma
• The challenges of setting up social media digital services within
Pharma
• Service design and delivery
• How we are delivering value, some case studies
Scott Gavin, Regional Lead, Digital Centre of Excellence, Pfizer
14.50 Afternoon Tea
15.10 Shaping the pharma landscape through a re-branding process
• How do we use Social Media platforms to better convey our
messages? The video experience
• Engaging with patients and advocacy partners across Europe
from a trade association
• Health Digital Trends 2017- maximise your company’s reach by
staying up to date with shifts in social media
Doris Casares, Communications Director, Medicines for Europe
CONTENT CREATION
15.50 Why your social media content should be less “promotional” and
more about storytelling
• What does good social media content look like today, and how
is it changing?
• Which content frameworks and tools can help you understand
your audience and create better content to engineering a
successful social media strategy?
• What can be gained from targeted content? The difference
between traditional digital marketing and valuable, relevant,
customer centric content?
Stine Mølgaard Sørensen, Global Independent Digital Strategist,
Former Global Digital Interaction Business Partner, Stinesorenson,
Lundbeck
16.30 Chairman’s Closing Remarks and Close of Day One
Register online at www.social-media-pharma.com
SPONSORSHIP AND EXHIBITION OPPORTUNITIES
SMi offer sponsorship, exhibition, advertising and branding packages, uniquely tailored to complement your company’s marketing strategy. Prime
networking opportunities exist to entertain, enhance and expand your client base within the context of an independent discussion specific to your
industry. Should you wish to join the increasing number of companies benefiting from sponsoring our conferences please call:
Alia Malick on +44 (0) 20 7827 6168 or email: amalick@smi-online.co.uk
SMi PHARMACEUTICAL FORWARD PLANNER
SEPTEMBER
Cancer Vaccines
21st - 22nd September 2016, London, UK
Biosimilars Europe
29th - 30th September 2016, London, UK
OCTOBER
European Market Access, Pricing
& Reimbursement in Pharma
10th - 11th October 2016, London, UK
Orphan Drugs
19th - 20th October 2016, London, UK
COPD: Novel Therapeutics
and Management Strategies
19th - 20th October 2016, London, UK
NOVEMBER
Superbugs & Superdrugs USA
14th - 15th November 2016
New Jersey, USA
Biosimilars USA
16th - 17th November 2016
New Jersey, USA
DECEMBER
Cold Chain Distribution
12th - 13th December 2016,
London, UK
JANUARY
Pharmaceutical Microbiology
18th - 19th January 2017
London, UK
Social Media In The Pharma Industry
18th - 19th January 2017, London, UK
Pre-Filled Syringes Europe
18th - 19th January 2017, London, UK
FEBRUARY
Parallel Trade
6th - 7th February 2017, London, UK
3D Cell Culture
22nd - 23rd February 2017, London, UK
RNAi Therapeutics
22nd - 23rd February 2017, London, UK
MARCH
Superbugs & Superdrugs - A Focus on
Antibacterials
15th - 16th March 2017, London, UK
Paediatric Clinical Trials
15th - 16th March 2017, London, UK
Drug Discovery
27th - 28th March 2017
London, UK
Asthma & COPD
29th - 30th March 2017
London, UK

3. Social Media in the Pharmaceutical Industry
www.social-media-pharma.com Day Two | Thursday 19th January 2017
08.30 Registration & Coffee
09.00 Chairman’s Opening Remarks
Daniel Ghinn, CEO & Founder, Creation Healthcare
ADVANCEMENTS IN TECHNOLOGY AND ITS EFFECT ON INDUSTRY
OPENING KEYNOTE ADDRESS
09.10 Unearthing new opportunities in social media for your brand or
target audience
• Taking the pulse of your audience – practical tips
• Understanding the big players and emerging opportunities
on social channels – from Twitter to Snapchat, from Figure1 to
WeChat
• How to future proof your strategy – Content strategy? Channel
strategy? Platform strategy? Distribution strategy? Can you see
the wood for the trees?
Julie O’Donnell, Senior Director Head of Global Customer
Interaction Management, Lundbeck
09.50 WEB-RADR: Mobile Technologies in Pharmacovigilance
• Overview of the EU Innovative Medicines Initiative’s WEB-RADR
project
• Mobile apps and social media data in pharmacovigilance
• Analysis strategies
• Policy and ethical guidance on appropriate use
Phil Tregunno, Signal Management Unit Manager, WEB-RADR
Project Lead, MHRA
10.30 Morning Coffee
10.50 Attracting our customers through social media: building customer
engagement and corporate confidence through a test and evolve
approach
• Why social media? As technology evolves, consumer relations
change making it paramount that pharma does not get left
behind. Explore the many ways social platforms can work for you
• Engaging internal stakeholders
• Starting small to raise confidence and competence - how Pfizer
is using Youtube and Twitter to optimise engagement
• Evolving and expanding- how to make sure your social media
strategy up to date and advancing
Sarah Sunderland, Regional Digital Marketing Manager, Europe,
Japan, Australia, New Zealand, Pfizer
11.30 Social media as a resource for clinical trial engagement and
recruitment
• Benefits of using digital and traditional cross platform strategies
to engage with patients
• The power of language, design and content when targeting
patient populations
• Reaching out to global subjects to increase enrolment
• Case studies
• Success – data on efficacy
Penny Goddard, Senior Manager Patient Recruitment and
Retention, AbbVie Ltd
12.10 Networking Lunch
13.30 Social networking: you, me & the company
• Employee activation: an innovative way to inspire employees
with your company’s purpose
• Learn how to enhance brand trust and engagement with social
strategy and marketing with different platforms
• LinkedIn & employee advocacy
• The customer journey- how are customers interacting with social
platforms in pharma and does this lead to increased interest in a
company?
Dimithri Wignarajah, Head of Content and Social Media,
GE Healthcare
REGULATORY LANDSCAPES
14.10 The regulation & assessment of medical apps
• Gain critical information on how mHealth apps can deliver
benefit and maximise engagement
• Why good regulation is so important?
• Find out about the expected future regulatory changes and
eliminate the risks involved in the creation and marketing of
medical health apps
• An effective overview of the EU voluntary privacy code of
conduct- get up to date and avoid violations of privacy.
• How mHealth app assessment is being handled in both the UK &
EU: when will we see the results?
Charles Lowe, Managing Director, Digital Health and Care
Alliance
14.50 Afternoon Tea
EDUCATING, ENGAGING AND EMPOWERING
15.10 Engaging and empowering consumers through social platforms
• Making a campaign vs. making a long term engagement
commitment
• How to combine social media outreach with your own digital
platform
• Concrete examples from LEO Pharma’s Digital Patient
Engagement activities for people living with psoriasis
• How to give people with psoriasis the confidence to take control
with digital tools and services
Jakob Hansen, Digital Patient Engagement Manager, Leo Pharma
15.50 What do doctors talk about online?
• Where do they go when they are discussing things (open vs
closed networks?)
• What are the regulations that govern their online behaviour?
• What are the implications of social media for the pharma
industry?
• How could pharma safely engage in this space?
James Quekett, Director for Primary Care, M3 (EU), Doctors.net.uk
16.30 Chairman’s Closing Remarks and Close of Day Two
Alternatively fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
SUPPORTED BY
Want to know how you can get involved? Interested in promoting your services to this market?
Contact Honey De Gracia, SMi Marketing on
+44 (0)20 7827 6102 or email: hdegracia@smi-online.co.uk
OFFICIAL MEDIA PARTNERS OFFICIAL PUBLICATIONS

4. HALF DAY PRE-CONFERENCE WORKSHOP A
Tuesday 17th January 2017
Holiday Inn Kensington Forum, London, UK
8.30am - 12.30pm
How will the rise of private
messaging challenge the
pharma industry?
Workshop Leader:
Stine Moorgard Sorensen, Global Independent Digital
Strategist, Former Digital Interaction Business Partner,
Stinesorenson, Lundbeck
Workshop overview:
One of the most interesting digital trends to look out for in 2017
is private messaging. In fact there’s in general a shift towards
more private and one-on-one communication. Platforms like
WhatsApp, Facebook Messenger and WeChat are platforms
that have seen significant growth in 2016. Facebook is investing
heavily in this area too, and in the first quarter of 2016 Business
Insider reported that the time spent on messaging platforms
surpassed the time spent on social media platforms. This will
heavilychallengethewayinwhichseveralbrandscommunicate
online today, and it raises the question: How can we remain
relevant when the audience basically just want to go online to
have conversations with their family and friends?
Key benefits of attending:
• Discover the latest trends and tendencies within digital based
on insights from the world’s leading tech conferences.
• Get insights into the ways consumers are actually using social
media today and we will discuss: “Is social media really that
social in the future”?
• Explore the novel strategies being employed by companies
maximising their reach through private messaging
technology
• Learn how pharma can take the first steps towards
understanding how consumers are communicating and
identifying topics of engagement.
• Get new perspectives on your work with digital in the wealth
of opportunities that lies within
• Receive renewed inspiration and perspective on your digital
work that you can bring back to the office and share
Agenda
08.30 Registration and coffee
09.00 Opening remarks and introductions
09.00 Session 1: How is the digital landscape evolving,
change in behavior and where are we heading?
• Interactive group discussion on experiences with
social/ digital
• The general trends and tendencies in digital
platforms
• Insight into traditional methods of social media
strategy
• Evaluating some of the ways which pharma is
currently engaging with consumers- indirect, mass
media campaigns.
09.50 Session 2: The ‘social’ arena how social are
consumers really?
• We will explore the behaviour of consumers and the
platforms being used
• Reasons for behavioural shifts on digital platforms
and how to adapt to consumer needs.
10.30 Morning coffee
11.00 Session 3: Case study: Who are the key players in
this field?
• Presentation of case studies- Presentation of cases –
Which companies can be we learn form from at this
stage?
• Tips on how to strategically implement some of the
techniques already being harnessed by companies
successfully utilizing messaging platforms.
11.45 Session 4: Dealing with compliance
• Discussion on current guidelines- issues to think about
before acting
• Ways in which companies are staying within
regulations whilst benefiting from new technology
• Q&A session
12.20 Closing remarks
About the Workshop Leader:
StineSørensenistheco-founderofGeekGirlDenmark,
a growing network for women within the digital
space with over 1400 members. Stine most recently
worked for Lundbeck A/S, leading the development
of their corporate global digital strategy, and social
media presence, as well as supporting their major brands to
define their own digital and social media programmes. She
has more than 5 years of agency experience working as a
digital strategist for various clients within the tech industry around
Europe and holds a master’s degree in communication and
business administration from Roskilde University. Today she works
as a Global Independent Digital Strategist, trying to define how
technology will impact the way we do business and mentoring
tech startups in Denmark and Mauritius. She is also a jury member
at this year’s European Digital Communications Award.

5. HALF DAY PRE-CONFERENCE WORKSHOP B
Tuesday 17th January 2017
Holiday Inn Kensington Forum, London, UK
13.30pm - 17.00pm
Online influencer (key opinion
leader/ key opinion influencer)
identification and mapping
Workshop Leader:
Jackie Cuyvers, Co- Founder, the Conversationalist Agency
Workshop overview:
Pharma brands are actively looking for ways to access
and engage key HCPs and online influencers. However,
before they can become advocates – you first need
to find the right influencers, and know what topics to
engage them on, which channels or platforms, and if
they already advocate for your competitors.
Thisworkshopwillbeahands-onworkshopinunderstanding
the approach, methodology and framework for defining
your criteria of “influencers,” identifying online influencers
and mapping key correlations at a regional and global
level for activation and advocacy
Key benefits of attending:
• Understand and define your criteria for who is an
influencer
• Learn how to identify influencers and their sphere of
influence
• Regional vs Global -using themes and correlations to
develop personas
• Develop a methodology for prioritisation of influencers
to engage
• Have a keen understanding of the process to know
what good looks like
Agenda
13.30 Registration and coffee
14.00 Opening remarks and introductions
14.10 Session 1
• Understand and define your criteria for who is
an influencer
• The difference between KOLs and KOIs
• Defining the value of influencers
14.50 Session 2
• Regional vs Global - using themes and
correlations to develop personas
• Develop a methodology for prioritisation of
influencers to engage
• Going beyond the influencer to identify their
sphere of influence
15.30 Afternoon Tea
16.00 Session 3: Online influencer (key opinion
leader/ key opinion influencer) identification
and mapping
• Action steps for engagement and advocacy
• Case studies: What ‘good’ looks like
• Q&A
17.00 Closing remarks
About the Workshop Leader:
Jackie Cuyvers, is the CEO and Co-Founder
of The Conversationalist Agency, where she
leads a global team of over 150 multi-lingual
social listening analysts identify actionable
insights from online content, across the globe.
She’s run Social Listening projects from Azerbaijan to
Zimbabwe and all points in between. Jackie has an MBA
in International Marketing is based in London and has
over 15+ years of experience in Digital Marketing and
Social Media Strategy, Engagement and Analysis. The
last 8 years she has been focused on using Social Data
for developing Pharma & Healthcare business insights.
About the Organisation:
We provide expert
multilingual Social Media
Analysts to Agencies and
Enterprise for Patient &
HCP insight. We conduct Social Listening and Social
Media Analytics for global and regional Pharma projects
across all social listening tools, social platforms, channels
and geographies.We specialise in: social media, social
listening, social strategy, community management, social
media listening, multilingual social media monitoring,
Social Media Analytics, multilingual social analysts.

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SOCIAL MEDIA IN THE PHARMACEUTICAL INDUSTRY
Conference: 18th -19th January 2017, Holiday Inn Kensington Forum, London, UK Workshops: 17th January 2017, London
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