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Agenda

CONFERENCE DAY ONE | Session A: PATIENTS AND HOSPITALS | Thursday, July 14, 2016
8:00
Registration and Morning Coffee
8:50
Opening Remarks from the Chair
Stanley Li, Founder, DXY
9:00
Case Study Organizational Challenge to Bridging Business and Data in Digital Age: a Nutraceutical CLM Case Study
Willie Wu, Vice President, SYNUTRA
9:30
eP2P and TeleWeb in Pharma’s Modern Commercial Model
Between the increasingly limited access sales forces have to customers and the evolution of HCPs’ media consumption, multichannel marketing has changed the classic pharma commercial model. In most instances, this model primarily relied on Rep-to-HCP face-to-face calls and HCPs’ peer conferences. If measured by the intensity and duration of the engagement, HCP-HCP webinars (eP2P) and Rep-HCP video calls (TeleWeb) are the two channels closest to pharma’s classic tools. With the right approach to content development, audience recruitment and event execution, eP2P and TeleWeb can have a substantial impact on sales. We will go through hits and misses in practical cases that involved launching and running eP2P and TeleWeb channels in an effort to provide the best service to our HCP customers.
Sergey Ivannikov, Regional Commercialization Leader, Emerging Markets, ELI LILLY, RUSSIA
10:00
Packaging as a Media Channel: Better than the Internet to Reach Out to Patients
Chronic diseases with the largest prevalence only account for a minority of the population on social media networks. Using the Internet to reach out to patients is economically unsound, as the costs of digital customer acquisition are prohibitive. As a result, communities of patients around a given chronic disease are highly fragmented and difficult for pharma companies to leverage. We are presenting an alternative method; by using the very packaging of a pharma product as a channel to reach out to patients with very high efficacy worldwide, marketing and patient management programs can connect with consumers at an impressively low cost.
Christophe Bureau, Vice President, Strategic Innovation, STEVANATO GROUP, ITALY
10:30
International Case Study Content Strategy and How to Inspire Change in Healthcare Organizations
Buddy Scalera, Senior Director, Content Strategy, THE MEDICINES COMPANY, USA
11:00
Morning Networking Break
11:30
INTERACTIVE PANEL DISCUSSION AND AUDIENCE PARTICIPATION Patient Centricity and Digital Interactions — What Is and Is Not Patient Centricity?
  • Examine patient centricity and digital tools for driving up adherence rates
  • Recognize how pharma can navigate the patient journey to deliver better outcomes through innovative digital initiatives with patient co-creation at the heart
  • Evaluate pharma’s ability to build a business model that can deliver on:
    • Putting patients first and thinking like a patient
    • Empowering the engaged patient
    • Understanding that patients are at “The Center of What We Do”
    • Delivering a positive patient experience
    • Moving beyond the Patient Hub
Moderator:

Stanley Li, Founder, DXY

Panelists:

Christophe Bureau, Vice President, Strategic Innovation, STEVANATO GROUP, ITALY
Sergey Ivannikov, Regional Commercialization Leader, Emerging Markets, ELI LILLY, RUSSIA
Nitin Kapoor, Exec. Director, Project Management Office, Business Planning, TeleCare, Content and Governance, ASTRAZENECA
Buddy Scalera, Senior Director, Content Strategy, THE MEDICINES COMPANY, USA

12:30
Closing Comments and Discussion Roundup
CONFERENCE DAY ONE | Session B: MOBILE AND mHEALTH | Thursday, July 14, 2016
13:45
Opening Remarks from the Chair
Stanley Lau, Advisor, BIZPRO INTERNATIONAL
14:00
Case Study How to Develop an Integrated Mobile Marketing Platform
Brian Zhang, President, China and Asia, STEM MARKETING
14:30
Session Outline to Be Determined
Robin Roumengas, General Manager, DRCOM
15:00
Case Study Original Spirit of Innovative Thinking: Opportunities and Challenges of Matured Products in the Digital Age
  • Web-medical care is a new way of promotion instead of overturning the traditional market thinking
  • Matured product can achieve more incremental benefit when we utilize digital tools in an appropriate way
  • The offline mode can be replaced by digitalization if customer experience will be reinforced
David Xia, Thyroid Marketing Director, MERCK
15:30
Case Study It’s Not the What or the When But the How — Some Thinking for Digital Pharma China
  • The big data era is here
  • Construction of the big healthcare data
  • Digital's role in big data
  • Challenges/awkward for digital promotion in pharma market
  • Ways of thinking for next
  • Examples for good and bad
  • Are you ready? No chance to ask, just join or lead!
Mike Zhang, Head of GI BU, TAKEDA PHARMACEUTICALS
16:00
Afternoon Networking Break
16:30
INTERACTIVE PANEL DICUSSION AND AUDIENCE PARTICIPATION Defining and Driving a Global Versus Regional mHealth Strategy as a Key Element of Your Therapeutic Innovation Vision
  • Understand the challenges inherent in your disease classification/ therapeutic category
  • Map the patient journey by strategically walking through a day in the life of the person with that disease
  • Explore the opportunities in mHealth
  • Analyze why traditional pharma approaches to mHealth typically do not work
  • Pinpoint what is needed to overcome the challenges presented by the disease AND the technology in use
Moderator:

Stanley Lau, Advisor, BIZPRO INTERNATIONAL

Panelists:

Robin Roumengas, General Manager, DRCOM
David Xia, Thyroid Marketing Director, MERCK
Brian Zhang, President, China and Asia, STEM MARKETING
Mike Zhang, Head of GI BU, TAKEDA PHARMACEUTICALS

17:00
Closing Comments and Discussion Roundup
17:15
Close of Day One
CONFERENCE DAY TWO | Session C: INNOVATION | Friday, July 15, 2016
8:00
Registration and Coffee
8:50
Opening Remarks from the Chair
Roger Liu, Expert, Mobile Health Commentator, MOBILE HEALTH ENTREPRENEUR
9:00
Case Study Developing New Commercial Models — Transforming Your Marketing Operations to a Digital Mindset
Uma Ellur Staehler, Director of Marketing Innovation and Capabilities, Central Marketing Organization, ELI LILLY
9:30
KEYNOTE ADDRESS Senior Management’s Perspective on the Evolution of and Opportunities in Digital Health for China
Leon Wang, Country President China/Hong Kong, ASTRAZENECA
10:00
International Case Study AstraZeneca’s Implementation of a Governance Model to Manage Digital Assets Used Across the Company
  • Learn how AstraZeneca set up and evolved an industry-leading global digital governance model for digital assets developed for physicians, patients and new recruits
  • Discuss ways to manage the life cycle of digital assets from inception to decommissioning
  • Analyze how a centralized service has helped improve compliance with internal policies and efficiencies within different teams
Jessica Pfennig, Director, Global Digital Governance, ASTRAZENECA, USA
10:30
Case Study Medical Affairs as Part of Digital Innovation
  • Recognize that medical affairs’ world is rapidly changing in the digital age
  • Leverage digital channels and tactics to enhance medical engagement and interaction
  • Share insights regarding multichannel medical projects
Gu Chengming, M.D., Vice President, Medical Affairs, PFIZER
11:00
CASE STUDY
Pascal Qian, Executive Director, Head of Solid Tumours, NOVARTIS
11:30
Morning Networking Break
12:00
INTERACTIVE PANEL DICUSSION AND AUDIENCE PARTICIPATION Today’s Innovation Landscape: Incorporating Innovation Teams Across the Business and Using Innovative Methods to Solve Business Challenges
  • Form a connection between “pharma speed” and “digital speed” by leveraging resources from other sectors   
  • Determine whether pharma organizations can adapt to a more innovative company culture that will improve operational efficiency and create new tools and offerings
  • Recognize that pharma organizations can transition from being asset companies to solutions providers by changing the mentality of product launches
    • Explore the definition of a “solution” and decide what you would measure differently
    • Examine whether your organization thinks outside its comfort zone
    • Discuss methods that can be used to build solutions, such as journey mapping, design thinking and script journeys
    • Establish how to work and roll out solutions in a cross-functional environment while balancing speed, relevance, demands and utility
    • Identify the key KPIs for solutions, and how to bridge KPIs to program returns
Moderator:

Roger Liu, Expert, Mobile Health Commentator, MOBILE HEALTH ENTREPRENEUR

Panelists:

Gu Chengming, M.D., Vice President, Medical Affairs, PFIZER
Jessica Pfennig, Director, Global Digital Governance, ASTRAZENECA, USA
Pascal Qian, Executive Director, Head of Solid Tumours, NOVARTIS
Lu Yong, Head of Business Relationship Management, Asia and Oceana, TAKEDA PHARMACEUTICALS

12:30
Closing Comments and Discussion Roundup
12:45
Networking Lunch
CONFERENCE DAY TWO | Session D: MCM INTEGRATION | Friday, July 15, 2016
13:45
Opening Remarks from the Chair
Tony Zhang, Managing Partner, BIZPRO INTERNATIONAL
14:00
International Case Study Developing Solutions to Overcome the Challenges in Executing a Truly Integrated Multichannel Approach
Patrick Nowlin, Operational Marketing Director, SANOFI
14:30
Post-MCM: Big Data, AI, Machine Learning and Others
  • In the past few years, pharma companies in China have gone through a digital path from technology to operation and strategy
  • The next stop along the path would be driven by the tighter combination between technology and business
  • More advanced technologies such as big data and artificial intelligence would be leading the innovation, rather than digital channels themselves
  • Some pioneers in the Chinese market have already started exploration with some practices
Tony Liu, Principal, IMS HEALTH
15:00
Session Outline to Be Determined
Senior Executive, TENCENT
15:30
The Challenge and Opportunity of Pharmaceutical E-Commerce in China
Xiaobing Zhang, Chairman, GUANGZHOU 800 PHARMA INFORMATION TECHNOLOGY
16:00
Afternoon Networking Break
16:30
INTERACTIVE PANEL DISCUSSION AND AUDIENCE PARTICIPATION Bridging the Gap Between What MCM Is Today and Where Marketing Will Be Tomorrow: Evolving Marketers Toward Being More Quantitative
  • Strategize how to evolve marketers toward being more quantitative
  • Evaluate data-driven marketing’s role as the bridge between MCM today and the marketing of tomorrow
  • Discuss the use of predictive analytics
  • Establish whether rep-driven marketing fits into the puzzle
  • Debate whether senior management within pharma generally drives multichannel, or whether the impulse comes more from brand or BU managers — and which approach is the most advantageous
  • Understand the two types of MCM practitioners: those that use MCM to communicate traditionally, and those that understand customer behaviors have changed and use MCM to communicate differently
  • Review cloud-based multichannel CRM systems: Are these now the “must have” back end for successful multichannel marketing?
    Moderator:

    Tony Zhang, Managing Partner, BIZPRO INTERNATIONAL

    Panelists:

    Tony Liu, Principal, IMS HEALTH
    Patrick Nowlin, Operational Marketing Director, SANOFI
    Xiaobing Zhang, Chairman, GUANGZHOU 800 PHARMA INFORMATION TECHNOLOGY

    17:15
    Closing Comments and Discussion Roundup
    17:30
    Close of Conference

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