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1. visit our website:
www.flemingeurope.com
Pharma eMarketing
Congress 2011
13th & 14th september 2011, Lisbon, Portugal
Maarten Boschloo, Merck & Co, The Netherlands FIND YOUR REASONS TO ATTEND
Associate Director Marketing Strategy Global eBusiness
Technology has prompted drastic changes in the marketing world over the past
OUR EXPERT
ADVISORS
Paola Polati, Schering-Plough, Italy decade, and pharmaceutical marketing has not been excluded from this evolution.
Brand & Customer Manager Anesteshia “It is not the strongest of the species that survives, nor the most intelligent that
survives. It is the one that is the most adaptable to change.” (Charles Darwin)
Kors van Wyngaarden, Philips International, The
Netherlands If the pharmaceutical companies want to improve their Return-On-Investment,
Global Director Online Marketing Healthcare they have to adopt multi channel marketing strategies, new communication
technologies such as digital and social media along with their conventional
Nuno Rodriguez, Roche, Portugal marketing tools.
E-Marketing & Medical Information Department At this conference Pharma executives will share their valuable experiences on ho to
build the right marketing strategy built on proven strategic marketing principles,
Bertalan Meskó, University of Debrecen Medical School and along with a focus on changing customer behavior. Use of digital media through
health, hungary Internet marketing plan is the best marketing strategy that can provide the
Founder and managing director of Webicina.com, Author of basis for a changed business model. Attendees will learn how to create a multi
channel marketing strategy and identify the right target audience. It will discuss
Scienceroll.com
the challenges and strategies used to enhance online communication, customer
Luca Fabbri, Eli Lilly, Italy relationship, strengthen brand awareness and improve profitability in digital
Australia Canada Europe, eCapabilities Innovation Manager marketing.
Karin hellsvik, Biogen Idec, Denmark At this conference, you will have the chance to meet true market leaders, top
Patient Communications Manager, Nordic speakers and real experts from pharmaceutical industry.
Do not miss the opportunity to gain new knowledge and join us at this
Alex Butler, Janssen Cilag, UK event of the year.
YOUR PRESTIGIOUS SPEAKER PANEL
Digital Strategy & Social Media Manager
Richard Emmerson, Amgen, Switzerland (TBC) KEY TOPICS
Marketing Senior Manager
Meet Leading Marketing, eMarketing and branding Pharma
Denise Silber, France representatives
ehealth / eMarketing / Web 2.0 strategist
President at AQIS (Association pour la Qualité de l‘internet Enhance the effectiveness of online Communication
Santé) Discuss Current trends and Future Developments of Pharma eDetailing
John Mack, “Pharmaguy”, USA Understand regulatory considerations influencing eMarketing
Owner of Pharma Marketing Network, Publisher and Editor-in-chief
of Pharma Marketing News, Owner VirSci Corporation Learn how to increase Profitability through eMarketing tools
Petra Gloss, CSC/Angelini, Austria Find out how to strengthen brand Awareness
Business Unit Head for OTC-business
Explore the Potential of social Media Channels
Dr. Lucien Engelen, Radboud University Nijmegen Medical
Centre, The Netherlands Benefit from interactive discussions with your Peers to benchmark
Health 2.0 Ambassador your experiences
Shwen Gwee, Vertex Pharma, USA
Digital Strategy & Social Media Lead, Founder of Social Health +
Social Pharmer | Blogger + Twitterer WhO WILL ATTEND
Kai Gait, GSK, UK Senior Vice presidents, Vice presidents, Senior Executives, Global Heads, Heads,
Digital Commerce Marketing Manager International Directors, Senior Directors, Directors, Senior Managers, Managers of:
Kors van Wyngaarden, Philips International, The Netherlands E-Marketing • Marketing • Interactive Marketing • Consumer Marketing • Brand
Global Director Online Marketing Healthcare and Product Management • Relationship Marketing • Internet Communications
• Global Marketing • Business Development • E-Communications • Innovation
Virtual presentation: • Social Media • Multichannel Marketing • E-Media • Online Communications •
Craig DeLarge, Novo Nordisk, USA E-Strategies • Marketing & Sales • Marketing excellence • Branding • Strategic
Director, Healthcare Professional Relationship Marketing Marketing • Brand management
Bronze Sponsor: Media Partner:

2. booking line: tel: + 36 1 411 18 40, fax: + 36 1 41 118 41
email: paul.clark@flemingeurope.com, www.flemingeurope.com
Day 1, 13th September, 2011
8:30 Registration and Coffee 14:10 Evaluating the Success of your Media Plan
• Understanding why Pharma marketers need to rethink
9:00 Opening remarks from the chair their media plans
• Monitoring online patient awareness
NEW MULTI-ChANNEL MARKETING STRATEGIES
• Building and establishing trust with e-patients
USED BY PhARMA COMPANIES
14:50 Professional Networking; Engaging Physicians
9:10 Engaging Physicians Through Impactful eDetailing Online
• Segmenting physicians and determining the messaging • Use of online possibilities to understand & build
that is going to be compelling for each unique segment relationship with physicians online including the use of
• How can marketers best connect to physicians in the social media
digital age? Kors van Wyngaarden, Philips International,
• Deliver the data and messages to physicians in an The Netherlands
Global Director Online Marketing Healthcare
impactful way
15:30 Afternoon Coffee & Networking
9:50 Curent Trends and Future Developments of
Pharma eDetailing
16:00 SPECIAL FEATURE: Future of Communication
• Factors driving the growth of eDetailing in the european between New Generation of Doctors and Pharma
market
Dr. Bertalan Mesko will present how the new generation
• Transforming pharmaceutical marketing through of doctors would like the Pharma sector to communicate
e-detailing with them. He will talk about the future of the interaction
• How to expand ‘traditional’ e-detailing beyond its between medicine and internet through examples
current limitations and case studies including the virtual environments
• eDetailing vs eCapabilities; how to avoid e-push used in medical education, mobile health, the medical
o Theory of the Business blogosphere and the dangers of medical communities. By
o Which channels is Eli Lilly using using the innovative Prezi.com format, he will present the
o Real life Business Case Study future of medicine from the physician‘s perspective aimed
Luca Fabbri, Eli Lilly, Italy at Pharma companies.
EU MKTG & Sales Innovation Manager, European PMPD Bertalan Meskó, University of Debrecen Medical
Leader School and health, hungary
Founder and managing director of Webicina.com, Author of
10:30 Morning Coffee & Networking Scienceroll.com
11:00 how to Create Global Multichannel Marketing 17:00 Break out session
Campaigns The audience will be divided into smaller group and
• Impactful targeting & segmentation as a key to build discuss following specific aspects of the broad theme of
successful Multichannel Marketing Campaign the conference:
• Understand the channels Physicians prefer and create • Transformation of Pharma eDetailing
the right marketing mix • Multichannel marketing best practices
• Determine how best to manage a full marketing mix to • Revolution in Social media in Pharma marketing;
maximize effectiveness with healthcare professionals engaging physicians & patients
• Inaccurate measurement as a big challenge Pharma 17:20 Closing remarks from the chair
companies face in executing Multichannel Marketing
Campaigns
Speakers and delegates are cordially invited to attend
11:40 Biogen Idec case study: Social Media for highly Networking Cocktail reception
Specific Drugs
• Patient power to overcome rules and work with social
media for highly specific drugs.
• Multiple Sclerosis blogs and use of twitter
• This field had a lot of restrictions…but it works!
Karin hellsvik, Biogen Idec, Denmark
Patient Communications Manager, Nordic
12:20 Interactive Panel Discussion
The audience has an opportunity to ask questions and
open an interactive discussion with the speakers from the
morning session
12:40 Luncheon

3. booking line: tel: + 36 1 411 18 40, fax: + 36 1 41 118 41
email: paul.clark@flemingeurope.com, www.flemingeurope.com
Day 2, 14th September, 2011
9:00 Opening remarks from the chair • How to overcome the barriers and risks of having
insufficient regulatory guidance on Social Media in
Pharma
9:10 Special insight: Use of eMarketing tools for OTC
Products • Overcoming barriers of having insufficient regulatory
guidelines
• OTC Market Dynamics in Austria
John Mack, “Pharmaguy”, USA
• Traditional promotional model for OTC Owner of Pharma Marketing Network
• New Business Model Publisher and Editor-in-chief of Pharma Marketing News
Petra Gloss, CSC/Angelini, Austria Owner VirSci Corporation
Business Unit Head for OTC-business
14:50 Use of Social Media to Increase Patient Awareness
9:50 Closed- Loop Marketing 2.0 • Changing the traditional methods of communication
• Leveraging eDetailing for effective closed-loop with patients
marketing campaigns • Desiase awareness through social media
• Integrating closed-loop marketing into the overall • How to measure the usage?
marketing mix
• Success story: Global CLM pilot with the Apple iPad 15:30 Afternoon Coffee & Networking
10:30 Morning Coffee & Networking MOBILE MARKETING- ThE FUTURE OF PhARMA
eMARKETING
OPPORTUNITIES OF ThE USE OF SOCIAL MEDIA
FOR PhARMA COMPANIES 14:50 Mobile Marketing & Patient Adherence
• Mobile phone as number one tool for Pharma
11:00 Social Media: Pharma Marketing in the Age of companies to connect with patients
Engagement • How Pharma marketers are using mobile solutions to
• How to increase pharmaceutical engagement by using deepen patient/ physician interactions and increase
Social Media tools? compliance rate
• Defining your social media engagement strategy • Innovations & Best Practices
• What are the opportunities and challenges faced by
pharmaceutical companies in engaging stakeholders, 16:40 Mobile technology - Smart Phones
consumers and patients through social media
• How a mobile application can meet brand objectives
• How to use social media to interact with target groups
• How can Mobile health applications enhance the
online
customer engagement?
• How to launch mobile advertisement campaigns
11:40 Benefits & Challenges of Social Media Channels
• How can use of mobile technology increase
• Why to use Social Media (YouTube, Facebook, LinkedIn, pharmaceutical marketing ROI
and Twitter) • Dealing with legal & regulatory aspects
• What target audience do Pharma companies reach with
social media?
17:20 Interactive Panel Discussion
• How are the Social Media being implemented in
Pharma industry
• Integrating Social Media into traditional 17:40 Closing remarks from the chair
communications and marketing plans
• Effectively Measuring Social Media ROI
17:50 Farewell Coffee & Networking
12:20 Interactive Panel Discussion
The audience has an opportunity to ask questions and
open an interactive discussion with the speakers from the
morning session
12:40 Luncheon
14:10 Regulatory Requirements for the use of Social
Media in Pharma Marketing
• Understanding and dealing with regulatory
surroundings Pharma companies are facing