Agenda

East Boot Camp Day One | Tuesday, December 4, 2018
8:00AM
Registration and Continental Breakfast
9:00AM
Marketing in a Multichannel World
  • Explore the trends and stats needed to educate your organization about the importance of digital and MCM
  • Review the process for developing an MCM strategy
What Role Should Digital Play in Your Brand’s Overall Strategy?
  • Address just how incredibly diverse the roles of digital could be for your brand and organization
  • Discuss how to translate your brand’s strategic imperatives into actionable digital objectives
  • Learn how to avoid the most common pitfalls
10:00AM
Networking Break
10:30AM
Uncovering Your Customers' Digital Habits, Channel Preferences and More
  • Discover how to find where your customers are online and what they are doing
  • Walk through how to develop personas and infuse them with the right technographics
  • Build a customer journey that supports both creativity and effectiveness at each touchpoint
  • See how keyword research can inform content strategy, lexicon, SEO and advertising, as well as highlight the unmet needs of your customers
  • Explore how to uncover competitors’ digital strategies with the help of specialized tools
  • Get hands-on with the different sources and methods of getting the insights you need
12:00PM
Working Lunch
1:00PM
Choosing Your Weaponry: When to Use What
Part One — Non-Personal Engagement Channels
  • Know which channels are favored by pharma versus which are most used by physicians and patients
  • Understand the best uses and stats behind the most common pharma marketing tactics, and hear tips for success -Includes branded and unbranded sites, patient adherence programs, Virtual eDetailing, and more
3:30PM
Networking Break
4:00PM
The Difference Between Content Strategy and Content Marketing, and When You Want Both
  • Walk through how to develop a content strategy that ensures relevance and supports reuse across channels
  • Discuss how the rise of content marketing requires a shift from pushing
5:30PM
End of Day One
East Boot Camp Day Two | Wednesday, December 5, 2018
8:00AM
Continental Breakfast
8:30AM
Choosing Your Weaponry: When to Use What (cont'd)
Part Two - Traffic Driving and Live Engagement Channels
  • Understand the best uses and stats behind the most common pharma marketing channels, and hear tips for success
  • Includes banners, search, email, direct mail, tablet sales aids, remote detailing and more
9:30AM
Investment Allocation: Planning for ROI Upfront
  • Learn how to plan instead of pray for ROI through a marketing allowable analysis
  • Shift from thinking about investment per tactic to investment per segment and subsegment
Architecting Your Ecosystem and Flows
  • Determine how to bring your program together into an integrated view for planning
  • Develop service tiers to incorporate investment model insights into program design
10:15AM
Networking Break
10:45AM
Social Media, The FDA and You
  • Delve into social’s five major roles in advancing your business objectives
  • Recognize the secrets for success in social listening
  • Examine the latest FDA guidance and what it means for your approach to social
  • Leverage tips for getting from “No” to “Go” with your review committee
Architecting Your Ecosystem and Flows
  • Determine how to bring your program together into an integrated view for planning
  • Develop service tiers to incorporate investment model insights into program design
12:00PM
Working Lunch
1:00PM
Mobilizing for Mobile Engagement
  • Discuss when it makes sense to create an app versus a mobile site for patients or physicians
  • Learn how to get started in pharma mobile marketing xxSee how you can enhance a live event with mobile
  • Explore responsive design, texting, mobile ads and mobile search
2:30PM
Networking Break
3:00PM
Measuring Up: Going From Metrics to a True Learning Plan
  • Review the metrics that matter for understanding MCM and digital performance
  • Discuss how measurement plans play a role in the success of MCM, and the differences for a launch drug
  • Consider the value of experimental design in how programs are architected and measured
  • See how scorecards become more meaningful when paired with a hypothesis-driven learning plan
Preparing Your Organization for Digital and Multichannel Excellence
  • Analyze the internal drivers of digital success for pharmaceutical companies
  • Review the people, processes and technology needed to form your company’s foundation for innovation
4:00PM
Closing Remarks

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