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March 5 – 7, 2019
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
Speed Networking & Morning Refreshments

Channel Mix Transformation – HCP Engagement Strategy

11:30
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

12:00
Panel Discussion: Setting the Scene – What are the Channels?

  • Dan McCormick Director, Global Business Solutions, Amgen
  • Edward Stelmack Senior Director, Commercial Data Management, Sales Force Operations, AstraZeneca Pharmaceuticals LP
  • Sandy Donaldson Head of Global Omnichannel Operations , UCB

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

12:45
Lunch & Networking

13:45
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

14:15
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

14:45
Afternoon Refreshments & Networking

15:15
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?

15:45
Roundtable Discussion: Refine Your Channel Recipe Through Experimenting, Testing & Rolling Put

  • Edward Stelmack Senior Director, Commercial Data Management, Sales Force Operations, AstraZeneca Pharmaceuticals LP

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