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Feb 28 – March 2, 2018
New Jersey

Day One
Thursday March 1, 2018

Day Two
Friday March 2, 2018

08:00
Coffee & Registration

09:00
Chair’s Opening Remarks

  • Paul Murasko Senior Director, Multi-Channel Marketing, Sunovion Pharmaceuticals

Connecting the Dots: Business Analytics Insights & Channel Planning

09:10
Case Study: How & Why UCB Puts Patients First – The Move to Create Better Solutions with Omni-Channel

Synopsis

  • Identifying, understanding and solving REAL patient problems
  • Breaking the silo – integrating traditional internal functions to work harmoniously
  • Using the physician as a key channel to deliver accelerated patient solutions

09:40
Bridging the Gap Between Marketing & Commercial Insights

  • Kyle Donaldson Global Director – Marketing and Analytics Technology, GSK

Synopsis

  • Utilizing real world evidence to back your channel plan
  • Evaluating the growing importance of the marketing and commercial analytics role in brand strategy
  • Maximizing launch success through high-impact strategies with customized market data and orchestrating your field sales resources

10:10
Panel Discussion: Setting the Scene – What are the Channels?

  • Igor Rudychev Senior Business Insights Director, AstraZeneca
  • Dan McCormick Director, Global Business Solutions, Amgen
  • Edward Stelmack Senior Director, Commercial Data Management, Sales Force Operations, AstraZeneca Pharmaceuticals LP

Synopsis

  • It’s not just ‘digital marketing’: tailoring your mix of channels from traditional to non-traditional avenues
  • Who are the teams to collaborate with? Input from other functions to optimize channel mix
  • Challenges and lessons learned

10:40
Speed Networking & Morning Refreshments

Channel Mix Transformation – HCP Engagement Strategy

12:00
Spotlight Talk: Optimizing the HCP Digital Channel – Looking Beyond Your Own Websites

Synopsis

  • Identify where your target HCPs are going within medical websites and what they are reading
  • Review 6 months of retrospective data for key medical specialties
  • Discuss new approaches to optimize digital spends based on this data

12:30
Deep Dive: Redefine Your Channel Mix

Synopsis

This interactive deep dive session will split the audience into groups to discuss the following topics:

  • How and when should you build your multi-channel marketing plan?
  • Comparing traditional and non-traditional channels’ effectiveness and future roles in the channel mix
  • From budget allocation to performance assessment: How agile are you to adapt and tailor your channel mix?

At the end of the session, each group will present their findings and recommendations to the rest of the audience.

13:10
Lunch & Networking

14:10
Case Study: Blurring the Lines Between Personal & Non-Personal Promotion

  • John Gallo Executive Director, Customer Strategy and Shared Services, Sunovion Pharmaceuticals

Synopsis

  • Reviewing how the digital era has transformed the way customers receive clinical and promotional information
  • Assessing both approaches: While digital communications will continue to be an important conduit for information, so too will personal selling
  • Sharing industry best practices that blend the best aspects of digital and personal promotion

14:40
Spotlight Talk: Precise Targeting in Pharma to Survive in the Competitive Healthcare Landscape

  • Don DeStefano VP, Business Development Sales , LexisNexis Risk Solutions

Synopsis

  • How to develop precise targeting based on customer intelligence
  • Use the power of predictive analytics and data attributes to help you enhance your segmentation and targeting efforts
  • Refine response models and improve member engagement
  • Build impactful messages relevant to your audiences

14:55
Afternoon Refreshments & Networking

15:25
How to Move from Channel-Centric MCM to Full Omnichannel HCP Engagement

Synopsis

  • How to develop an omnichannel HCP engagement strategy
  • How can you avoid the typical pitfalls and ensure high-impact execution?
  • What does the future of omnichannel customer engagement look like?

15:55
Roundtable Discussion: Refine Your Channel Recipe Through Experimenting, Testing & Rolling Put

Synopsis

  • Create a carefully crafted campaign plan rather than a ‘trial and error’ approach
  • Assess the inter-dependence and intricate relationships across a variety of channels
  • Track and analyze your traffic and customer engagement

16:30
Chair’s Closing Remarks & End of Day 1

  • Paul Murasko Senior Director, Multi-Channel Marketing, Sunovion Pharmaceuticals