Pharma Voice Niche Busters September 2010

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Pharma Voice Niche Busters September 2010

  1. 1. BY ROBIN ROBINSON NICHEBUSTERS vs. BLOCKBUSTER$ T Following the science instead ransformation in the industry is every- where, driven by healthcare reform, The Industry’s Failed Responses of the money will warrant a increased regulatory scrutiny, patent to a Changing Market expiry cliffs, and thinning pipelines. IMS LISTS FIVE REACTIVE STRATEGIES radical shift in commercial The old ways of doing anything — drug PHARMA COMPANIES HAVE EMPLOYED TO development, drug research, sales, marketing, model strategies. launch activities, market research — are no FIGHT THEIR DECLINING BOTTOM LINE, longer effective and need serious revamping. NONE OF WHICH, ACCORDING TO Enter the nichebuster model — a business paradigm that involves following the science of ANALYSTS, MEET WITH MUCH LONG-TERM a disease to determine where a drug can inter- SUCCESS, FURTHER PROOF THAT A vene along its pathway to create a positive treat- PARADIGM CHANGE IS NEEDED. ment outcome for a smaller population of I ACQUISITIONS: There is no evidence that patients. The model isn’t new; companies have mergers add value in the long term. been looking to smaller targeted indica- tions, sometimes as added indications Although in the short term companies “Drug for their blockbuster drugs, for more benefit from removing overlap, funda- companies are than 10 years. What is new is the mental issues remain post merger. recognizing that the industry’s increased focus on rein- I REDUCING THE SALESFORCE: Although old model is changing and venting its commercial strategies, this was a reasonable method for improv- the change will be for the and the nichebuster model has good.” moved front and center of this ing investment returns in the short term, focus. it’s been insufficient to change the unhap- BILL LITTLE Delta Marketing A recent IMS Health special py course of P&L trends. report, Understanding New Com- I INVESTING IN PHARMERGING MAR- Dynamics mercial Models in the Pharmaceutical KETS: The world’s pharmerging markets Industry, shows that the industry has have decidedly strong growth prospects, been trying outmoded methods for building revenue over the past few years with no dis- yet the numbers will not be large enough cernable positive outcome. in the next five years to fill the gap. According to Sydney Clark, VP, practice I RESTRUCTURING THE ORGANIZATION: leader for commercial effectiveness at IMS This could be a good first move if the goal “Marketing Health, maximizing the efficiency of commer- is to operate against fundamentally differ- cial operations is standard fare for companies will be less about ent metrics. operating in a difficult economy with bud- Product A vs. Product B get constraints. Yet, because the biophar- I EMPLOYING A NEW MANAGEMENT and more about where ma world is being upended, creating TEAM: In actuality, what is needed is new does the product fit into the commercial efficiencies is no longer sim- thinking, not necessarily new leadership. overall therapeutic course.” ply about managing costs; it’s about DR. RICHARD VANDERVEER devising a new commercial model that Source: IMS Health report, Understanding New GfK better leverages available or yet-to-be-dis- Commercial Models in the Pharmaceutical Industry. covered approaches to suit the new market For more information, visit imshealth.com. reality. 32 September 2010 PharmaVOICE
  2. 2. “Physicians NICHEBUSTERS are losing their power, and payers are gaining power, which is “The niche- creating a more competitive buster commercial landscape with tighter model will require both regulations and a tougher science and marketing to launch environment.” align.” SYDNEY CLARK GIL BASHE IMS Health Makovsky + Company “There will need to be a very considered These attempts fail because they miss the covered a number of indica- approach to balancing the fundamental issue, Mr. Clark says. tions for the treatment of need for rigor vs. market “The landscape has changed and the tried- other acute leukemias and research spend.” and-true methods do not work,” he says. “Phar- other disorders — there have JULIANA MASTROSERIO ma companies need to operate in a more inte- been four to five additional Johnson & Johnson grated fashion with more internal coordination indications outside of the oncolo- instead of looking at their commercial model in gy area — and some of these turned isolation or making changes piecemeal.” out to be bigger than people expected. Developing a new commercial model is one They are all considered niche indications but component of what should be a very broad and were sequentially built out of that one pro- coordinated response that includes R&D port- gram.” folio management, pharmerging market pres- ence, and overreaching business models. The Impact of the New Paradigm The shift will not be made quickly, howev- er, says Sushiel Keswani, executive director, on Commercial Activity advisory services, life sciences customer The industry is in the early stages of inves- domain, for Ernst & Young Advisory Services. tigating new commercial models to meet the cally change the playing field as the value “Companies will have to maintain their cur- needs of the emerging nichebuster environ- proposition moves from developing drugs to rent course for a while, because niche markets ment. With new market realities coming into delivering healthy outcomes. require new capabilities and new services and, play, changes will have to be made, and some “Payers, with respect to reimbursements, most importantly, new ways to secure reim- of them may be drastic, our experts say. will be in the driver seat, not physicians,” says bursement,” he says. “A major shift requires a According to IMS Health, in less than five Mr. Keswani. “Reimbursement will become long-term strategy and those companies that years, companies in the mature markets will be the key driver for success in the niche mar- have the coffers will invest first, and once they forced to evolve their commercial practices in ket.” realize the value, more will follow. But even fundamental ways. Our experts discuss how Companies that adopt a nichebuster model then, the shift will not be from one model to companies can be prepared for transformations will have to prepare for a major paradigm shift another, but more of a hybrid of the two.” in marketing and sales, market research, and that involves proving comparative effective- According to Trevor Mundel, global head of the need to develop relationships with payers. ness and healthy outcomes to payers and man- development at Novartis, the nichebuster aged care organizations that their drugs should model has emerged, in some ways, uninten- PAYERS be the preferred therapies on formularies. Mr. tionally, stemming from researchers following The single biggest change facing the indus- Keswani says pharma companies will also need disease pathways of established indications and try is the shift of power to payers from physi- to build new capabilities and learn how to discovering smaller indications that fulfill cians. As payers become the gatekeepers for negotiate the reimbursement landscape. unmet needs of a smaller, targeted population. determining which drugs reach patients, com- Another challenge to this new model will He cites, for example, Novartis’ Gleevec, panies will need to target sales and marketing be the need to prove the value of one drug over which started out as a niche drug and then with efforts accordingly. its competition. further testing, was found to treat other indica- According to the Ernst & Young report, “Proving comparative effectiveness requires tions both in and out of the leukemia family of Progressions, Pharma 3.0, sales strategies will having mechanisms and capabilities in place to diseases. Gleevec was first approved in 2001 for target payers rather than prescribing doctors measure outcomes, and that is a major chal- adult and pediatric chronic myelogenous and pharma companies will focus on compara- lenge for pharma,” Mr. Keswani says. leukemia (CML) and for the treatment of a rare tive research to generate data specifically for As a result of comparative effectiveness, the form of cancer called gastrointestinal stromal that purpose. In the report, Ernst & Young niche model is going to require a focused effort tumor (GIST). refers to the emerging commercial model as the not only on what population to target but what “This was a niche population at the time,” “healthy outcomes” model driven by healthcare population not to target. Mr. Mundel says. “When we started that pro- reform, demographics, personalized medicine, “Companies will need more data to prove gram for CML there were only about 30,000 health information technology, and the rise of clinical and economic value of their drugs and patients; this is a very targeted group. We dis- the superconsumer. All these factors will radi- the decision-making becomes more complicat- PharmaVOICE September 2010 33
  3. 3. “The industry is struggling with the hurdles of the harmonious marriage of science and money.” “The old model that TREVOR MUNDEL served the industry so Novartis well for 20 years isn’t working today and new opportunities need to be evaluated.” HARRIS KAPLAN Healogix ed,” Mr. Clark of IMS Health says. “Pharma concepts, journal Marketers will have to identify where a companies need to make these decisions early on ads, sales messaging, product fits in an overall treatment program in the process and they need to make sure they and other traditional sales communication and what to offer physicians to show which have the data to convince stakeholders that the methods will likely need to evolve to be a more patients are best suited for the product and how drug will be differentiated in the marketplace.” clinically oriented strategic partner.” they will benefit. According to Bill Little, president of Delta Gil Bashe, executive VP at Makovsky + “Make my product the No. 1 selection for Marketing Dynamics, federal and state legisla- Company, says such a model will require sci- hypertension is old speak,” Dr. Vanderveer says. tors are going to shape what the industry is ence and marketing to align. In the block- “We are headed into an era of outcomes data able to do in terms of sales and marketing, so buster model, science is very separate from the that will identify the patients best suited for the as a result, companies will start moving toward marketing side of the business, however, treatment and how the treatment will make the a value-based comparative effectiveness model. nichebusters require a different set of skills overall therapy efficient and effective.” “Drug companies are recognizing that the and a different type of organization where sci- old model is changing and will change for ence, advocacy, policy, and reimbursement are SALES good,” Mr. Little says. “Companies will be mov- more important than the physical aspects of As the paradigm shift moves through the ing from a blockbuster model into a nichebuster traditional marketing, he says. different sectors, traditional sales models will model, because it’s better to own a space with a “Consumers are very wired into patient and also be impacted. smaller population of patients than to add one physician networks and have become very “In my opinion, salesforces will likely con- more product to a large mature market with savvy, so patient-access programs become tinue to be cut back,” Ms. Mastroserio says. many other brands.” much more important from the moment the “Those sales reps who remain will need to product is launched,” Mr. Bashe says. become more specialized as their customers MARKETING There will be a need for stronger market- change. Whether a product is adopted is more Marketing efforts will become more target- ing staff on the reimbursement end to deal likely to become the province of payers rather ed and the focus will shift from the product to with both private and government payers. than physicians. Physicians may be required to the overall health of the patient, our experts say. Advertising for these products may become seek product education through other means “There is a move toward personalized less important in the marketing mix over the rather than through a traditional sales rep.” medicine, driven by payers’ unwillingness to long term, but digital communications, edu- The cutbacks in salesforces over the past fund branded pharmaceuticals uniformly across cation, ongoing science, and scientific few years are examples of the industry trying to all patients,” says Harris Kaplan, president and exchange will become much more important. adjust to a new paradigm without making CEO of Healogix. “As a result, product mar- “Advocacy is also important and compa- fundamental changes, Dr. Vanderveer says. keters need to be prepared to narrow their focus, nies will have to make sure patients have a lis- The role of the sales rep needs a major rethink- which means the old marketing model that tening post,” Mr. Bashe says. ing, not a modification. served the industry so well for 20 years won’t Other changes in marketing strategy will “Reducing salesforce numbers by 10% is work very well in the future, and new opportu- include a shift to providing services, such as tweaking the model, but that doesn’t get to nities need to be evaluated in the context of a compliance programs, as part of a holistic the root issue,” Dr. Vanderveer says. world where payers often hold the keys to the treatment program as opposed to just selling a Changing the role of pharma sales reps kingdom.” bottle of pills, says Richard Vanderveer, Ph.D., would be what he calls disruptive change and Juliana Mastroserio, senior manager of mar- CEO of GfK Healthcare. most people are resistant to that much change. keting research at Johnson & Johnson, has only “Marketing will be less about Product A vs. “When we talk about changing to a com- worked on products intended for large patient Product B and become more about determin- pletely new paradigm, there is a tremendous markets and a broad physician base of support, ing where a product fits in the overall thera- temptation to cling to the here and now but she expects the industry to start moving peutic course and what else should be done in because it is the known,” Dr. Vanderveer says. toward niche marketing, as fewer drugs are terms of patient compliance programs and to “However, disruptive change is what it will likely to achieve the billion-dollar plus status. support the product,” Dr. Vanderveer says. take to revamp the sales role of the future. The “Successful companies will learn how to “There is a tremendous opportunity to expand industry has reduced the numbers, but the reps become more nimble, make decisions faster, beyond a bottle of pills into a complete treat- are still doing the same thing. We have not and adopt different marketing strategies and ment program and by using in-depth spent any time thinking about what it is that tactics,” Ms. Mastroserio says. “Advertising exploratory market research; the industry can the rep of 2011 and beyond should be doing.” agencies accustomed to producing ad/visual aid create a very different business model.” Mr. Kaplan from Healogix agrees. “The rea- 34 September 2010 PharmaVOICE
  4. 4. Developed by: THE LARGEST AND MOST INTERACTIVE PharmaVoice readers save ECOMMUNICATIONS MEETING IN NORTH AMERICA For: Save $400 Quote PV when you register 5th Annual eyeforpharma eCommunications and Online Marketing Summit 2010 November 8 - 9, 2010 Boston Hyatt Harborside, USA - www.eyeforpharma.com/ecomm/pharmavoice Revamp Your eCommunications Strategy: What Really Revamp Your eCommunications Strategy: What Really Makes Your Customer Tick? Your Not Not just the usual suspects: usual We're We're going to take you on a journey to ensure you: journey David David Stern Executive Vice President Executive Vice President EMD Serono Serono Know your customer: Examine stakeholder and patient stakeholder patient behavior, understand what your customer needs and hear from behavior, what your customer from Walter Christensen Walter physicians themselves about how they think physicians themselves about how Senior Vice President Senior Vice President Neurometrix Neurometrix Reach Reach your customer: Engage your audience with mobile your audience with mobile Cynthia North Cynthia North marketing and apps, foster communication via your website and marketing apps, foster communication your website Consumer Marketing Consumer Marketing provide content and services to meet physician demand provide content services physician Director Director Bayer Bayer Christine Coyne Coyne Interact with Interact with your customer: Understand how to develop a Understand how develop Senior Director, Adult Senior Director, Adult social media program in corporate and brand communications social program corporate communications Endocrinology Endocrinology Endo Endo Pharma and how to measure success how success Shwen Shwen Gwee Digital Strategy Digital Strategy and Bring Value: How Bring Value: How to ensure your customer derives value from your customer derives value from Social Media Social Media Lead Vertex Pharmaceuticals Vertex Pharmaceuticals your online and virtual marketing e orts your online virtual marketing orts Paul Butcher Paul Butcher Director of Director of "A "A very useful meeting, the speakers were excellent useful meeting, speakers excellent Communications Communications Citi Citi and and the content was relevant." content relevant." Preeti Pinto Pinto Ruth Clements, Director, Bayer Ruth Clements, Director, Bayer Executive Director, Executive Director, Promotional Promotional RegulatoryA RegulatoryA airs ryA AstraZeneca AstraZeneca Diamond Sponsor: Gold Sponsors: Sponsors: Workshop Sponsors: Networking Reception Sponsor: eception Sponsor: Gold Exhibitor: Exhibitor: Supporting Partners: Supporting Partners: Open now to see the full agenda and speaker faculty full faculty PDF created for: Lauren Unger (lunger@makovsky.com) 9/2/2010
  5. 5. Developed by: Not just another social Here goes… campaigns. Don't forget, it's also a key opportunity to rub shoulders with the key media conference. I have invited the most forward thinking thought leaders in the space, beware – sparks will fly! leaders in the industry to discuss more than I promise. just what’s out there and what they’re doing in the space. They will also give you case This is a unique o ering in a crowd of How many social media conferences have studies, for example how to launch a branded conferences that just focus on one channel you been contacted about so far this year? app, or what SEO strategy to adopt for the or aspect of your overall marketing goal. It's Two hundred billion? Thought so. The best ROI. Beyond that, I have invited simple, I want you to be able to take stock of market is abound with social media meetings speakers from big pharma all the way to your overall eMarketing e orts, consolidate – plus because it’s social media it’s deemed micro pharma, medical device and and start 2011 with fresh impetus and the appropriate to contact you incessantly diagnostics companies, healthcare knowledge to really push the envelope. through every channel you actually used to companies and and other regulated like using. You’re thinking this is just industries. This is designed to o er you a Be a part of it. another face in the crowd, right? Wrong. broad range of perspectives and an overarching look at what can be achieved The rapidly changing face of web, search, with any budget in any part of the industry. social media, and with mobile now coming to the fore, it’s getting harder to decide Linking online and o ine techniques which channels to focus on. Then you need sounds simple – so why isn’t everybody to successfully integrate it into your doing it? Integrating the two is a sure fire Claire Poole traditional marketing campaign. I know how way to instantly make your overall marketing Vice President overwhelmed with information you are, so I campaign cohesive and ensure you are eyeforpharma want to take a di erent perspective on the capitalizing on and marketing every aspect usual topics, look at the challenges and then of your brand or product. The first step on Check the website for more information: show you how to put some solutions into this journey is to hear from the people who www.eyeforpharma.com/ecomm/ action. are making it happen. Successfully. pharmavoice eComunications 2010 is the highlight of the industry calendar for all professionals who are serious about the future of their Some new faces, some well known faces - all industry experts: well known all industry David David Stern Walter Walter Christensen Paul Butcher Paul Butcher Cynthia North Cynthia North Paul Paul Kang Preeti Pinto Pinto Executive Vice President Vi Executive Vice President Senior Vice President of Senior Vi President of Vice Director of Director of Consumer Marketing Consumer Marketing Director Director Executive Director, Executive Director, EMD Serono Global Sales Global Sales Communications Communications Director Director Pfizer Promotional Regulatory Promotional Regulatory Neurometrix Neurometrix Citi Citi Bayer Bayer A airs airs AstraZeneca Marc Monseau Monseau Ruth Clements Ruth Clements Christine Coyne Coyne Shwen Shwen Gwee Heather Heather Bertha Mark Lightowler Mark Lightowler Director of Media Director of Media Director Director Senior Director, Adult Senior Director, Adult Digital Strategy and Digital Strategy and Senior Product Director Senior Product Director Global Brand Director Global Brand Director Relations Relations Bayer Bayer Endocrinology Endocrinology Social Media Social Media Lead Aton Aton Pharma Respiratory Fra Respiratory Franchise Franchise Johnson Johnson Johnson & Johnson Endo Pharma Vertex Pharmaceuticals Vertex Pharmaceuticals Novartis Novartis Simon Goldberg Goldberg Harold Johns Johns Dave Bierut Dave Bierut John Vieira John Vieira Haya Taitel-Becker Haya Taitel-Becker Tai Hank Parish Parish Director, Electronic Director, Electronic Manager Global Web Manager - Global Web Associate Director Associate Director Senior Director Senior Director - Group Product Director Group Product Director Vice President Vice President Communications, Communications, Solutions Worldwide Solutions - Worldwide Wo Integrated Marketing Integrated Marketing Marketing Operations Marketing Operations Ortho-McNeil Ortho-McNeil Doctor Directory Corporate Public Corporate Public A airs airs Commercial Commercial Communications Communications and Strategic Services and Strategic Services Pharmaceuticals Pharmaceuticals Abbott Abbott Pharmaceutical Pharmaceutical IT Genzyme Biosurgery Daiichi Sankyo Johnson Johnson Johnson & Johnson For For the most up to date information visit: up date information visit: www.eyeforpharma.com/ecomm/pharmavoice www.eyeforpharma.com/ecomm/pharmavoice
  6. 6. Developed by: WHAT WE'VE GOT IN STORE FOR YOU NEW FOR 2010 Day One – November 8 Day Two – November 9 A new-look interactive Key learnings Key learnings agenda tailored to what Know your Customer Reach your Customer (continued) you need to hear How the healthcare landscape is Foster communication with your a ecting customer website What makes the consumer/patient SEO to ensure you customer can find Our largest meeting to date tick? you with 250+ attendees Examine physician behaviour DTC 2.0: how to ensure the time is Key Opinion Leader panel: How right to engage Attendees from across physicians think Content and services to meet Physician demand Pharma, Biotech and e-Sampling Reach your Customer Medical Devices and The impact of no FDA regulations Diagnostics Integrate online and o ine marketing Interact with your Customer Key trends in mobile marketing Leverage data to understand and Hear from 30 of the most interact How to launch a mobile App How and why to use social media? respected voices in the Customer engagement with mobile Integrate social media in a definite way industry Wireless Health in patient support Networking cocktail Networking cocktail programs More exciting networking reception sponsored reception sponsored by: opportunities than ever NETWORKING AND EXHIBITION Even for a meeting discussing eCommunications, there's no substitute for face to face networking Over 250 leaders and innovators with a keen interest in eCommunications will be in the same room as you with the same goals in mind: ideas exchange and network building. We know how important it is for you to have this time to connect, so we've made sure enough has been factored in. 10+ hours over the 2 days. No other event can provide you with this amount of business focused networking with some of the most influential people in your field. The only exhibition floor you’ll need You want to hear about new products and solutions, but you don't want to be sold to. You want to understand how products work and see them in action, but you still want some down time during breaks. We know. That's why we only invite leading solution providers to collaborate with us and pride ourselves on maintaining the integrity of their involvement. With that in mind space is strictly limited. If you are interested in reading more about which solution providers are joining us this year, please go to: www.eyeforpharma.com/ecomm/event-sponsors.shtml I learned a tremendous amount and learned tremendous amount and “It “It was great to network with great network with thought speakers and panelists were thought speakers and panelists were a pharma colleagues pharma colleagues who have have very high quality. A really informative high quality. really informative ty. session. session. similar issues and challenges.” similar issues and challenges.” Leslie Heyison, Director Leslie Heyison, Director Jennifer Merrick, Interactive Marketing Manager Jennifer Merrick, Interactive Marketing Manager Pfizer Roche Roche For For more information on networking opportunities visit: information networking opportunities visit: www.eyeforpharma.com/ecomm/pharmavoice www.eyeforpharma.com/ecomm/pharmavoice
  7. 7. Developed by: Day One - November 8, 2010 integrated digital and sales force strategies tactics that make sense for your brand and Session 1: Know Your Customer for more e ective physician access, your customer, not just those that are engagement and relationships standard procedure Mark Gleason, Senior Vice President, Get clarity in the chaos: An overall Corporate Development, Aptilon sounds simple, why isn’t everyone doing it? perspective Heather Bertha, Senior Product Director, Aton Pharma evolving Healthcare Environment a ects Biopharmaceutical marketing and the Key Opinion Leader Panel PANEL physician/patient Know your audience: How physician’s think Dialing into the future: Mobile trends increasing the value proposition to your and implications for Pharma audience (including how to leverage the physician: Q&A session Blogosphere) brand and customer and what we can on-line and virtual information to ensure expect in the next 3-5 years ideas, beyond individual products to you are working optimally to understand integrate franchises and brands and connect with them and why this channel will become so David Stern, Executive Vice President, EMD important to connect with your customer Serono e-technology to understand how this information can be used tactically applications present and how they will Moderator - Hank Parish, Vice President, boost your customer engagement What makes your customer tick? Doctor Directory Paul Kang, Director, Pfizer Storytelling as a key weapon in your Joined by 4 physicians to discuss their arsenal experiences with digital communications Please turn ON your cell phones: your eCommunications plans to connect Launching a Mobile App in Pharma with the humanity of your customer No crystal ball? Trends that will a ect the MS community and the first unbranded connect with your customer more your customer in 2011 app in the hemophilia A community: how e ectively were these promoted within the trends are on the horizon and how they will community and to the sales force? influence your planning importance for a patient to get behind their disease and your product decision to build a branded vs. unbranded influencing decision making? asset and what the challenges and benefits Mark Lightowler, Global Brand Director Respiratory Franchise, Novartis are shifting to strong patient engagement Storytelling blogger: Brian O’Donnell, Executive Vice President a legal, medical and regulatory perspective www.newbrandstories.wordpress.com Interactive Services, Klick Cynthia North, Consumer Marketing Director, Bayer Embrace open communication and Ruth Clements, Director, Bayer engagement with customers in a regulated industry: a banking Session 2: Reach Your Customer Mobile: a wonderland for your brand perspective Still no FDA guidance: Let’s move communications and innovative ways to of financial services to develop a scalable leverage mobile marketing to reach your global framework to leverage social media forward target audience channels and how to develop and share hearing – really how close are we to a your customer when you capture them best practices regulated environment? with mobile marketing social media framework and governance for online purposes to self-regulate your mobile can bring to your overall surrounding internal and external social social media e orts to connect with your multi-channel marketing campaign media use customer? Ryad Ali, Associate Director, eStrategy, Paul Butcher, Director of Communications, by allocating resources to regulated and Novartis Oncology Citi accessible areas, rather than waiting for FDA guidelines The evolution of physician behavior: Preeti Pinto, Executive Director, Promotional Implications for new digital physician Regulatory A airs, AstraZeneca access models quality engagements with high value Cover all your bases: Integrate online physicians and o ine tactics address your online coverage challenges to work harder for your product and ensure that your coverage reaches the customer from every angle For the latest agenda updates visit: www.eyeforpharma.com/ecomm/pharmavoice
  8. 8. Developed by: Day Two - November 9, 2010 What has your website done for you lately? Session 3: Interact with Social Media? More like PANEL Your Customer non-social media… consumers online and how to make your website the destination for information and The 411 on 1:1 – the case (study) media without it becoming an entirely dialog defunct channel because of screening or continues…. fully censored interaction the market is optimal and implement a customers and get the answer to the comprehensive SEO strategy to ensure your advantage of social media and put the time important question: “Now what”? customer can find you and resources to moderate and monitor brand challenges: such as leveraging conversations? communication and develop a relationship attitudinal data to develop with your customer into your overall eCommunications plan. “micro-segments” Harold Johns, Manager - Global Web With governance issues, what can you Solutions, Johnson & Johnson venues to maximize customer really do right now? understanding and avoid “intellectual Shwen Gwee, Lead, Digital Strategy and Direct To Consumer 2.0: How to zig hydroplaning” Social Media, Vertex Pharmaceuticals when everyone else is sagging Rob Liko , CEO and Co-founder, Group Silja Chouquet, CEO, whydotpharma DCA Other industry panelists TBC – please check engage patients and consumers with the Haya Taitel-Becker, Group Product Director, the website for details review of your brand’s lifecycle stages Pricara Div of Ortho-McNeil Pharmaceuticals communication to patients and consumers Jim McDonough, Managing Director, Integrate wireless health into next with the e orts of the sales force in both E-Analytics, Group DCA generation patient support programs messaging and tactical execution programs and how to make your program with economies of scale for investment Social Media in Corporate more successful. PANEL Christine Coyne, Senior Director, Adult Communications vs. Brand Endocrinology, Endo Pharma patient support programs and what makes Communications certain programs more successful than others What Physicians Need: How to well as areas unique to each that need to be PANEL considered when developing a social orient physician-focused persistency? program to interact with your customer content and services program performance and what might the social media initiatives: who are the key resource preferences will evolve and how next generation of patient support program stakeholders and what role do they play? marketers can meet these on-demand look like? service needs in the face of decreased Alec Melkonian, Senior Vice President Sales each and how they di er access & Client Services, Klick Marc Monseau, Director of Media Relations, Lori Grant, Senior Vice President Brand Johnson & Johnson physician-focused content and services Development & Digital Strategy, Klick Simon Goldberg, Director, Electronic through mobile, videoconferencing and Communications, Corporate Public A airs, other digital media channels Abbott Marrying your eCommunications Moderator: Zoe Dunn, CEO, Zoe Dunn campaign with your sales force centralized and distributed HCP customer Consulting service initiatives face of the sales force will have on your Dave Bierut, Associate Director Integrated eCommunications campaign and your Marketing Communications, Genzyme interaction with your customer Biosurgery Engage today’s patients and Other industry panelists TBC – please check physicians working optimally with the sales force to the website for details Full presentation details not available. Please e ectively interact and convert your Moderator: Meredith Ressi, Vice President, check the website for updates marketing into an increased bottom line Research, Manhattan Research Dorothy Gemmell, Senior Vice President, Pharmaceutical and Medical Device Markets, non-personal digital media as complement WebMD to personal sales force eSampling: Bright future or false dawn? Walter Christensen, Senior Vice President Global Sales, Neurometrix for your product? Can it assist your brand awareness and physician engagement? eSampling into your marketing plan to understand the revenue potential of lower-decile physicians view eSampling within your sales team and multi channel marketing mix Senior level industry speaker TBC For the latest agenda updates visit: www.eyeforpharma.com/ecomm/pharmavoice
  9. 9. Developed by: Interactive Workshops Our promise to you: A roadmap for action - roadmap for action 1 practical practical steps for your for your Targeting Health Professionals with Mobile and Social Media Strategies that company move company to move Generate Results confidently towards strategic confidently towards strategic Understand how to incorporate social media tools into a private online use of online marketing of online marketing community to help your brand tactics tactics relationships with key opinion leaders Knowledge from Knowledge from a vast range 2 off sources, to give you a o sources, give you measurable results fresh perspective. perspective. Moderated by: Lance Hill, CEO, Within3 3 Newlrelationships withset off New relationships with a high y highly targeted, senior senior o your peers your 4 Insightscfrom theatmostrk in Insights from dynami figures wo dynamic figures at work We want this workshop to be as interactive and valuable as possible for you and will eCommunications today eCommunications today be developing the content with attendees. Check the website for more details: www.eyeforpharma.com/ecomm 5 Benchmarking from tleading Benchmarking from leading companies, companies, and what you wha you need to do to take your place do take your There are still some workshop slots available - get your message across in amongst them amongst an interactive and engaging way. Contact Paul Campbell, details below Business Opportunities For Business Opportunities For Catch Catch every presentation… presentation… Isn't it Isn't it so annoying when you realize an urgent annoying when you realize urgent Solution Providers Solution teleconference teleconference has been scheduled at the same time scheduled at We are dedicated to providing a forum where our attendees We dedicated providing forum where attendees as one of the presentations you really wanted to see. one of presentations you really wanted can learn about the most advanced and tailored solutions learn about advanced tailored solutions We know. That's why We know. That's why we video record every record every available on the market. available on market. presentation presentation - so you don't need to worry. Simply you don't worry. Simply There are a limited number of spaces available for companies limited number of available for companies who are excelling in the field, with innovative solutions who excelling field, with innovative solutions given given access to the Online Video within 10 days of the Online Video within days of This event will build new prospects and strengthen current event will build prospects current business relationships. relationships. event. event. Register Register on page 7 now. now. Opportunities available include Opportunities available include “I liked the format and found the liked fo format and fou found content content to be very relevant” relevant” hall hall Erwin Tumangday, VP, Klick Pharma Tumangday, VP, Klick ... and much more! and much more! “Good job - as an exhibitor, an exhibitor, If you want If you want to meet with senior decision makers from with senior decision makers from pharmaceutical, biotech pharmaceutical, biotech and medical device companies across medical device companies across everything went well” everything went well” North America contact: North America then contact: Paul Campbell Paul Campbell Chief Client Chief Client O cer Head Sponsorship Head of Sponsorship Physicians Interactive Physicians Interactive T: +44 (0) 20 7375 7183 For For more information on sponsoring the event visit: information event visit: www.eyeforpharma.com/ecomm/pharmavoice www.eyeforpharma.com/ecomm/pharmavoice
  10. 10. Developed by: Register NOW Register NOW in 3 easy steps 5th Annual eyeforpharma eCommunications and Online Marketing Summit 2010, Hyatt Harborside, Boston Annual eCommunications Online Marketing Summit Hyatt 1. YOUR CHOICE OF REGISTRATION PACKAGE YOUR CHOICE OF REGISTRATION PACKAGE Super Early Bird Super Early Bird Price Early Bird Early Bird Price Standard Price FOR PHARMA COMPANIES COMPANIES MPANIES Before August 27 August Before September 24 Platinum Pass Platinum Pass $2295 USD $2495 USD $2695 USD Gold Pass Pass $2095 USD $2295 USD $2495 USD Silver Pass Silver Pass $1895 USD $2095 USD $2295 USD SOLUTIONS FOR SOLUTIONS Super Early Bird Super Early Bird Price Early Bird Price Early Bird Standard Price PROVIDERS CONSULTANTS PROVIDERS & CONSULTANTS Before August 27 August Before September 24 Platinum Pass Platinum Pass $2495 USD $2695 USD $2895 USD Pass Gold Pass $2295 USD $2495 USD $2695 USD Silver Pass Silver Pass $2095 USD $2295 USD $2495 USD *All *All prices are in US dollars *NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT dollars PAYMENT RECEIVED BEFORE 2. 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ONLINE: www.eyeforpharma.com/ecomm www.eyeforpharma.com/ecomm Group Discounts Group Discounts Take advantage Take advantage of eyeforpharmas unique team discounts. discounts. E-MAIL: E-MAIL: register@eyeforpharma.com Every fourth person in your group comes for free Every your group FAX: +44 20 73 75 75 76 or 1 800 814 3460 (US toll free) FAX: toll Contact the eyeforpharma team on +44 (0)207 375 7509 or Contact cpoole@eyeforpharma.com CALL: +44 20 73 75 75 75 or 1 800 814 3459 (US toll free) CALL: toll Terms Conditions Terms & Conditions All prices displayed All prices displayed are exclusive of VAT unless otherwise stated but, VAT will be charged, where applicable, at the prevailing rate exclusive of VAT unless VA stated but, VAT will where applicable, at prevailing rate Places are transferable without any charge. Cancellations before 8th October 2010 incur an administrative charge of 25%. If you are transferable without any charge. Cancellations before administrative charge of If you on on the invoice date and the relevant details will appear on the invoice. FC Business Intelligence Ltd. takes every care to ensure invoice date relevant details will appear on invoice. Intelligence Ltd. takes every telli cancel your registration after 8th October 2010 we will be obliged to charge you the full fee. Please note - you must notify your registration we will obliged charge you full fee. you must that prices quoted that prices quoted are correct at time of publishing however; bookings will only be accepted if there is no material error in the correct at of publishing however; bookings will only material error eyeforpharma writing of cancellation, or we will eyeforpharma in writing of a cancellation, or we will be obliged to charge you the full fee. The organisers reserve the right to make obliged charge you full fee. organisers reserve right make price advertised on price advertised on the website. Please read the complete text of term & conditions at: website. Please complete of conditions at: changes to the program without notice. program without notice. https://secure.eyeforpharma.com/ecomm/terms.htm https://secure.eyeforpharma.com/ecomm/terms.htm Register online by Register online by going to: www.eyeforpharma.com/ecomm/pharmavoice www.eyeforpharma.com/ecomm/pharmavoice
  11. 11. Developed by: THE LARGEST AND MOST INTERACTIVE PharmaVoice readers save ECOMMUNICATIONS MEETING IN NORTH AMERICA For: Save $400 Quote PV when you register 5th Annual eyeforpharma eCommunications and Online Marketing Summit 2010 November 8 - 9, 2010 Boston Hyatt Harborside, USA - www.eyeforpharma.com/ecomm/pharmavoice Revamp Your eCommunications Strategy: What Revamp Your eCommunications Strategy: What Really Makes Your Customer Tick? Really Your Why you Why you need to be at this Summit: at Summit: What your What your peers thought thought of eCommunications 2009: eCommunications Cutting Cutting edge information in an interactive forum. With information interactive With 1 access to exclusive keynote sessions and unparalleled exclusive keynote sessions unparalleled “I enjoyed this event and learned enjo enjoyed this event and learned joyed interactivity, you’ll interactivity, you’ll gain more in just 2 days than from weeks of more days from of a great deal” great deal” market research or market research or the purchase of expensive reports. purchase of expensive reports. Expert speakers. The leading minds from pharma, biotech, leading from biotech, Jan Haig, eStrategy Manager Jan Haig, eStrategy Manager 2 medical devices medical devices and external to healthcare have been external healthcare have CSL Behring hand-picked hand-picked to share their vision and insight sand give you a vision insight give you di erent perspective. erent perspective. “I was pleased with the meeting pleased with meeting Unrivalled networking. Over 250 leaders and innovators with a Unrivalled networking. Over leaders innovators with and found it really worthwhile” and I found it really worthwhile” 3 keen interest in eCommunications will be in the same room as keen interest eCommunications will room you with the same goals in mind: ideas exchange and network you with goals exchange network Laura Kolodjeski, Senior Manager Laura Kolodjeski, Senior Manager building. building. sanofi-aventis sanofi-aventis Senior level decision-makers in attendance. Rub shoulders attendance. Rub shoulders 4 with 250+ of your peers and key industry thought leaders to give with of your key industry thought leaders give “I learned a tremendous amount learned tremendous amount you new impetus and a truly rounded perspectives to the you impetus truly rounded perspectives and thought and thought speakers andand challenges you face. challenges you panelists panelists were a very high high quality. really informative quality. A really informative ty. No sales pitches! eCommunications No sales pitches! eCommunications 2010 is an independently independently session.” session.” 5 researched forum and every single presentation is reviewed to researched forum every single presentation reviewed ensure unrivalled quality. unrivalled quality. Leslie Heyison, Director, Pfizer Heyison, Director, O cial Media Partner: cial Media Partner: Media Partners: Media Partners: Open now to see the full agenda and speaker faculty full faculty

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