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March 5 – 7, 2019
New Jersey

Day One
Thursday March 1, 2018

Day Two
Friday March 2, 2018

08:30
Coffee & Registration

Channel Mix Transformation & Strategy

09:10
Keynote: Looking Ahead of Disruptive Channels to Increase Engagement with Your Patients & HCPs

Synopsis

  • Getting ahead to explore new channels that you can use to engage directly with your customers – what are they?
  • X-Reality: Is the new real world virtual?
  • Translating the buzzwords AI and machine learning into actions – leveraging these opportunities to drive engagement, and the impact of your campaign

09:40
Developing a Coherent Multi-Channel Plan Across the Globe?

Synopsis

  • How to define the global brand channel framework and translates that into local context?
  • Defining the optimal organizational structure and set-up to enable your multi-channel strategy
  • Geo cloning or not? Constant review and assessment of channel ROI to ensure smart budget allocation with maximum efficiency
  • From strategy to system operations – what IT solutions are pre-requisite to support this action plan?

10:10
Integrating Content Strategy and Content Engineering

  • Matthew Balogh Senior Director, Content Engineering, The Medicines Company
  • Buddy Scalera Senior Director, Content Strategy , The Medicines Company

Synopsis

Buddy Scalera (content strategist) and Matt Balogh (content engineer) have worked together at an agency and now at a pharmaceutical manufacturer to manage complex digital workflows across multiple channels and content management systems. They’ll explain their strategy for creating, governing, publishing, and measuring multi-use content.

Key takeaways:

  • In-house or outsource: it all sounds easy, until you actually have to do it!
  • How does strategy become implementation?
  • You can plan for the unknown, if you know how storytelling works

11:10
Morning Refreshments & Networking Break

11:40
Omni-Channel on the Edge

Synopsis

  • A discussion on emerging customer touch points
  • Where to place your bets near and long term

11:50
Measuring Attributions & ROIs through Dissecting the Intrinsic Channels’ Relationships

  • Qi Feng Assistant Director, Marketing Analytics, Astellas

Synopsis

  • Dissect the interactions and relationships of multi-channels: How to build an effective multi-channel plan
  • Build on a solid evaluation plan to measure success
  • Enhance your value proposition

12:20
Lunch & Networking

Perfecting Your Execution & Channel Dynamics

13:20
The Foundation of Successful Multi-Channel Strategy & Customer Engagement – Data Insights

  • Jaisri Chety Director, Global Multichannel Data Strategy & Management, GSK

Synopsis

  • Tackling the challenges of data collection from various channels
  • From quality to compliance: Review forthcoming GDPR regulations
  • Developing an effective data strategy and analytics capability enablement to drive better customer engagement

13:50
How Are You Doing? Impact Measurement for ROI of Your Channel Tactics

  • Erik Poole Director of Product, Digital Marketing, Zoetis

Synopsis

  • What is in your tool box? Launch vs. mature brand
  • Using audience and brand measurement to gain comprehensive insights into your channels’ ROIs
  • Extrapolating to help strengthen your brand positioning and optimize spend

14:20
Chair’s Closing Remarks & End of Conference

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