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Agenda

THE DIGITAL FUTURE DAY | Monday, June 11, 2018
8:00AM
Registration and Morning Coffee for The Digital Future Day Participants
8:45AM
Co-Chairmen’s Welcome
Andrew Moore, Associate Director Multichannel Solutions, Global Medical Affairs, ABBVIE
Amanda Phraner, Senior Manager, Public Relations and Social Media, HORIZON PHARMA
9:00AM
Morning Workshop
Your Guide to a Digital Marketing Strategy Road Map
This interactive workshop is designed to teach you how to create a successful digital strategy for your product at any stage of its life cycle while navigating a complex MLR environment. The workshop will focus on the following topics:
  • Strategy planning: How to conduct a proper digital review to create an effective digital plan, how to establish measurement framework and set up a sales follow up funnel
  • Data collection and optimization: What to do with all the data you’ve now collected and how to analyze it to maximize your ROI
  • Common mistakes to avoid with digital strategy
Tatsiana Gremyachinskiy, Digital Marketing U.S. Coronary Marketing, ABBOTT VASCULAR
11:00AM
Morning Networking Break
11:30AM
Case Study
Trends in Remote Diagnosis, Monitoring and Patient Visualization
Anna Haas Baumann, Director, Global Marketing, ALIGN TECHNOLOGY, INC
12:00PM
Session Outline to Be Determined
Senior-Level Associate, APTUS HEALTH
12:30PM
Case Study
Kick Out the DAM — Digital Asset Management Drives Your Customer Experience and Content Marketing
Bryan Cohen, Digital Platform Lead – Promotional Operations, Sales, and Marketing, Worldwide Innovation Fellow, PFIZER, INC.
1:00PM
Networking Lunch
2:00PM
Case Study
Enabling Digital Promotions Success for an Enterprise
  • Building a business case for SEO success by consolidation of similar web experiences
  • Enabling SEO effectiveness on a global scale
  • Consolidating audience insights for more efficient digital advertising operations
  • Deciphering when a social strategy is really a paid social advertising strategy
  • Protecting brand reputation and avoiding internal bid overlap in paid search
Karl Spilseth, Digital Marketing Manager, MEDTRONIC
2:30PM
True Cost of Application Maintenance
We will shed light on challenges and opportunities while exploring what the modern ways of managing your applications are long-term and what’s evolved — at the same time adhering the most important rule which is keeping it simple.
Andrew Wint, Senior Vice President, Technology, GIANT
3:00PM
Case Study
ITIL Framework Applied to the Pharma Industry — AKA Digital Transformation
ITIL in real life and its impact as cultural change across the organization. With a focus on production, through experience and lesson learned, show how to create and maintain consistent, agile, efficient and reliable methodology to diagnose and resolve issues related to application development, performance, accessibility and functionality using strong operational procedures and industry best practices.
Felipe Tilca, Senior Business System Analyst, ABBVIE
3:30PM
Afternoon Networking Break
4:00PM
Case Study
Building a Bridge Between Science and Sports: A Digital Strategy on How to Bring Hospital-Grade Technologies Directly to Consumer
This presentation will take a look at how BLDG Active took a medical grade technology being used in hospitals and launched into the action sports and outdoor space. By rethinking traditional channels, companies can now leverage more targeted digital efforts to market to niche segments. Key topics will include:
  • E-commerce strategy
  • Creating awareness through social
  • Blogger and influencer outreach
  • Paid media
Justin Gardner, CEO, BLDG ACTIVE
4:30PM
The Amazon Impact: Changing the Game
The state of the nation’s healthcare has been a topic of heated debate. Regardless of political party affiliation, the call of “we have to do something” has rung in the DC halls for years. Now, someone is “doing something,” but it might not be who we thought. Some of the largest American corporations are changing the way they think about and treat their employees — and the way the nation views healthcare.
  • Don’t Hate the Player, Hate the Game
    • It is challenging to ignite change in the healthcare industry — it is a fragmented industry with a high cost of entry. If changes can’t be made to the system… change the system
  • Profits Are So Yesterday
    • The definition of success is changing and is counter to what the traditional healthcare industry has defined as corporate success
  • Trending… #change
    • Disruption is being driven through value based strategies and customer service
  • Evolution, Not Revolution
    • Small steps in big companies will lead to change — but not overnight

Rebeca Bechily, Former Director, SHIRE
5:00PM
Case Study
Session Outline to Be Determined
Nastassia Andari, Digital Marketing Manager, HEARTFLOW, INC
5:30PM
Close of The Digital Future Day
DIGITAL PHARMA INNOVATION LAB | Monday, June 11, 2018
8:00AM
Registration and Morning Coffee for Digital Pharma Innovation Lab Participants
8:30AM
Chairman’s Welcome
Shwen Gwee, General Manager, Digital Accelerator, Global Drug Development, NOVARTIS
9:00AM
Morning Workshop
Healthbots — Analyzing the Optimal and Practical Use of Chat and Bots in Healthcare
  • Brands and customer engagement
  • Commerce and bots
  • AI and bots: Strategy and execution
  • Use of voice recognition
11:00AM
Morning Networking Break
11:30AM
Panel Discussion
Industry Bot Discussion for Healthcare
Panelists:

Pat McWilliams, Head of Healthcare, Advertising, GOOGLE

12:15PM
Panel Discussion
Implementing Phase I of GDPR Requirements — Balancing Governance Team and IT’s Accountabilities: Bringing Efficiencies to the Process
1:00PM
Networking Lunch
2:00PM
Case Study
Profiling Trends That Are Changing the Clinical Trial Experience and What That Means for You
Shwen Gwee, General Manager, Digital Accelerator, Global Drug Development, NOVARTIS
2:30PM
Case Study
Scarlett Shore Clifton, Product Manager and Platform Lead, VERILY
3:00PM
Afternoon Networking Break
Healthtech/Medtech Start-Up Company Pitch Competition

An opportunity for start-up companies to “pitch” their product, both to the audience and to our panel of judges in 10-minute mini-presentations. It is an excellent way for our pharma and medical device organizations to observe the innovation being developed in life sciences technologies and network with startups, mentors, stakeholders and investors in digital health, healthcare, medtech, biotech, life sciences and agtech organizations. Health IT investors, innovation managers as well as brand teams from pharmaceutical companies, intrapreneurs and entrepreneurs, and startup mentors are all able to connect in this unique learning and networking experience.

At this event last year, one of our start-up companies received investment funding from a pharma brand team to show the tangible worth of this event!

3:30PM
10-Minute Start-Up Pitches
4:30PM
Barracuda Bowl
Panel of judges question the startups and better understand the business propositions; whilst also giving the audience a chance to interact — with a view to choosing a winner!
5:00PM
Close of Digital Pharma Innovation Lab
MAIN CONFERENCE DAY ONE | PLENARY SESSIONS | Tuesday, June 12, 2018
7:45AM
Registration Opens, Continental Breakfast and Morning Coffee
8:30AM
Chairperson’s Opening Remarks
Zoe and John’s 2018 Industry Welcome and Foreword!
Zoe Dunn, Principal, HALE ADVISORS
John Vieira, Senior Director, In-Line Marketing, Psoriasis Patient Solutions, LEO PHARMA
9:00AM
Case Study
Leveraging Technologies to Conduct Virtual KOL Broadcasts in Place of Peer-to-Peer Meetings: Demonstrating Value to the Marketing Teams and Building Innovation Into KOL Programs
Ken Gordon, Director, Multimedia, SANOFI
9:30AM
Pharma Keynote Session
Lessons Learned With Connected Health and Sensor: How to Derive Real Value
David DeJonghe, Worldwide Director of Marketing - Digital Engagement and New Product Development, LIFESCAN, A JOHNSON & JOHNSON COMPANY
10:00AM
Keynote Session
The Future of Health and Medicine: Where Can Technology Take Us?
Daniel Kraft, Physician-Scientist Faculty Chair of Medicine, SINGULARITY UNIVERSITY
10:45AM
Morning Networking and Refreshment Break
11:15AM
Plenary Panel Discussion
Building the Digital Road Map for Your Evolving Business Model
The expert panel will work their way through a series of bottlenecks that pharma companies are grappling with. Leave this panel with an idea of how to build your own “check box” and optimize processes towards an optimized commercial operation
  • Digital Health defined as a product
  • Patient solutions
  • Social media and engagement
  • Chatbots and Healthbots
  • Multichannel analytics, KPIs and reporting metrics
  • Forecasting: Identifying areas where bottlenecks will arise in the future in YOUR business unit and overlapping departments
Panelists:

Vanessa Braganza, Head of Global Multichannel Strategy and Operations, ABBVIE
Dan Gandor, Director, Digital Innovation and Corporate Program Management, TAKEDA PHARMACEUTICALS
Alvin Lin, Director, U.S. Hematology Marketing,, PHARMACYCLICS

11:45AM
Engaging Stakeholders via Online Discussions
  • Discover how leading health care and life science organizations are gaining deeper stakeholder insights for 1/2 of the cost of traditional methods
  • Discuss BioMarin initial stakeholder engagement barriers and resolution via W3 across Medical Affairs and Commercial teams
Micheal Kirby, Vice President, Business Partnerships, WITHIN3
Rosemarie Sellati, Director, Development Sciences Patient Advocacy - Hemotology, BIOMARIN PHARMACEUTICAL INC.
12:15PM
Pharma Keynote Session
Connecting Emerging Innovation in the Health Technology and Digital Health Space Within UCB’s Mission of Improving Lives of People Living With Severe Disease
  • Identifying new products and services relevant to neurology patients
  • Cultivating partnerships and pursuing strategic opportunities with mission-driven companies
  • Design of new business models oriented towards increased value delivery to the health system and improved patient experience and outcomes
James Musick, Vice President, Head of Neurology Patient Technology U.S., UCB PHARMACEUTICALS
12:45PM
Pharma Keynote Session
Navigating the Intersect of Brand Management — Evolving Pharma Business Models and Digital Health
Altaf Shamji, Positioning and Branding Lead, OPDIVO and New Assets, Executive Sponsor, Marketing Excellence and Capabilities Lead, BRISTOL-MYERS SQUIBB
1:30PM
Networking Strolling Lunch
2:30PM
Pharma Keynote Session
The Future of Pharma Marketing and Patient Experience Through Innovation
Magdalena Schoeneich, Global Head of Digital Accelerator, R&D, TAKEDA PHARMACEUTICALS
3:00PM
Insights From a Year of Website Visitor Identification Data
  • We tracked 650k HCPs across 200 websites
  • Three insights regarding pharma website visitors
  • Four insights about medical publishing sites
  • What is coming in the back half of 2018?
Dave Reim, Chief Product Officer, DMD
3:30PM
Case Study
Profiling Global Digital Transformation Initiatives at Intarcia Therapeutics
Asha D’Souza, Executive Director, Global IST/IT Leader, INTARCIA THERAPEUTICS
4:00PM
Afternoon Networking Break
4:30PM
Case Study
Digital and the Rep: Using Cross-Channel, Content and Data to Inform the Customer Experience
  • Reach and frequency
  • Driving meaningful engagement
  • Integrated channel ecosystem
  • Content
  • Data
  • Pfizer case study
Alison Reichert, Director, Digital Strategy and Data Innovation, PFIZER, INC
5:00PM
Case Study
The Launch of a Non-traditional Unbranded Multichannel Campaign in Pharma
When entering a new disease state what you do prior to launch is critical to the success of the future branded launch. Yes, there are always the traditional campaigns which include disease state awareness and education. Sunovion not only decided to do the traditional, they decided to create Little Big Things TM  - innovation platform that will curate and communicate some of the most exciting ideas for Parkinson’s and pull them all together, into one place, making it easy for our audiences—patients, caregivers, doctors, and innovators — to find them and engage with them. We will discuss how this campaign was developed, its components, how it was approved and how it is performing since launched.

Samantha Hack, Director, Advocacy Partnerships, SUNOVION PHARMACEUTICALS
Paul Murasko, Senior Director, Multichannel Marketing, SUNOVION PHARMACEUTICALS
5:30PM
Conclusion of Main Day One and Networking Cocktail Reception
If you are interested in hosting this reception, please contact Jayson Mercado at jmercado@exlevents.com or 212-400-6236.
MAIN CONFERENCE DAY TWO | MORNING TRACKS | AFTERNOON PLENARY SESSIONS | Wednesday, June 13, 2018
TRACK A
HCP
TRACK B
PATIENT SOLUTIONS
TRACK C
ANALYTICS
8:30AM
Registration Opens, Continental Breakfast and Morning Coffee in Exhibition Hall
9:15AM
Chairperson’s Opening Remarks
Dr. Theodore Search, CEO, SKIPTA
Chairperson’s Opening Remarks
Chairperson’s Opening Remarks
9:30AM
Case Study
Marketing to Your Customer’s Customer — How to Use Facebook to Drive Patient Awareness and Sell to Physicians
  • Understanding the Facebook algorithm
  • Creating content from Facebook behavioral data
  • Paid advertising tactics to growth hack your marketing
Omar Khateeb, Neuromarketing Strategist, KHATEEB & CO
Case Study
Digital Connectivity and Its Role in Disease Management and Patient Engagement
  • Examining the role digital connectivity have in patient disease management and support beyond adherence
  • Understand and balance technical complexity and simplicity to create a unique and positive user experience
  • Polymedicine challenges and consideration — short-term approach and long-term considerations
  • Exploring opportunities for pharma, patient and HCP engagement through digital support ecosystem
Michael C. Song, Ph.D., Senior Manager R&D, Device Functionality, Safety, and Digital Connectivity, Drug Delivery and Device Development, BioPharmaceutical Development, MEDIMMUNE
Case Study
Listening, Monitoring, Moderating — Using Big Data to Allow Marketers to Be More Quantitative
Jennifer Burnham, Content Strategy and Engagement, Digital Center of Excellence, ABBOTT
10:00AM
The Next Generation of Member Engagement — Evolving Community Feature Based on Member Need
Dr. Theodore Search, CEO, SKIPTA
Motherhood Mythbusters: Social Media Truth In An Information-Overload Era
  • Identify knowledge gaps in patients’ understanding of treatment do’s and don’ts, specifically among women living with a chronic condition and dealing with conception, pregnancy and breastfeeding
  • Establish trust via authentic connections in social media
  • Educate patients effectively in an on-the-go mobile world
  • Empower patients to have more productive conversations with physicians of different specialties

Mary Ray, Co-founder and COO, MYHEALTHTEAMS
Demonstrate the Value of Digital for Pharma Products

Pharma companies are increasingly exploring the role digital can play in demonstrating value through data, analytics, and real-world evidence.

If you are interested in hosting this session, please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236.

10:30AM
Morning Networking and Refreshment Break
11:00AM
Case Study
HCP Engagement and Customer Experience for the Modern World and Customer
Case Study
Always Be Listening: How to Evolve Your Facebook Page by Listening to the Community

You’ve launched a Facebook page to provide resources and connection for a community — so what’s next? Now it’s time to listen, learn and evolve.

After launching a new community for chronic granulomatous disease (a rare disease affecting fewer than 2,000 people in the U.S.) Horizon has focused on learning from the community though:

  • Offline touchpoints to help answer questions and ensure we are creating meaningful content
  • Testing content to see what resonates with the community and sometimes it was not always what we thought it would be
  • Setting a learning agenda to help make gain insights without compromising community building and support
Amanda Phraner, Senior Manager, Public Relations and Social Media, HORIZON PHARMA
Case Study
Service Sharing Center Applied to Pharma Commercial Applications’ Development and Maintenance
Create and maintain consistent, agile, efficient and reliable methodology to diagnose and resolve issues related to application development, performance, accessibility and functionality using strong operational procedures and industry best practices.
11:30AM
It’s Time for a Rethink: How to Do CLM
A POV on how to rethink HCP and consumer CLM strategies by aligning digital tech, process, and SMEs to deliver commercial value.
  • HCP marketing is a mainstay in many Pharma organizations that straddle marketing, sales and sales operations: However, we need radically rethink how we leverage existing technology and digital processors to re imagine newer and better ways to execute HCP marketing tied to total cost of ownership and other effective ROI measures
  • Consumer marketing: How can we leverage digital technologies using a platform mindset to take CLM to the next level when implementing effective go to market initiatives?
If you are interested in hosting this session, please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236.
The Digital Difference: New Forms of Patient Engagement
  • How digital is changing pharma’s business model
  • What can digital deliver? New forms of patient engagement:
    • Evidence-based behavior change
    • Hyper-personalization — the digital difference
    • Getting the balance right — digital first, but not only
  • Improved adherence, evidence and healthcare outcomes
  • Is pharma ready for the challenge?
If you are interested in hosting this session, please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236.
Accelerating Time to Value and ROI

Integrated Digital Offerings in cloud-based technology bring data-driven message velocity and relevance for increasing customer engagement, loyalty, value and return.

If you are interested in hosting this session, please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236.

12:00PM
Closing Panel Discussion
HCP Engagement of the Future: How Will Pharma Adapt?
As HCPs evolve how they engage with patients and manage their practice, pharma companies will have to transform their approach to HCP engagement.
  • Defining “future” — exactly what time scales should life sciences be looking at?
  • How do physicians look at new technologies?
  • What are the go-to solutions?
  • Where are HCP frustrations?
  • What do HCPs think about what pharma is providing?
  • Catering to your customer: Practice-based vs. hospital-based — how to tailor your approach?
  • A discussion on EHR
If you are interested in hosting this session, please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236.
Panelists:

Omar Khateeb, Neuromarketing Strategist, KHATEEB & CO
Mike Padilla, Vice President of Marketing, ALIMERA SCIENCES

Closing Panel Discussion
Navigating the New World of Patient Engagement and Targeting: Taking Into Account Consumer Expectations and the Evolving Pharma Business Model
Discussing the increasing importance of the patient in the pharma value chain.
  • How to work within established pharma norms to still be successful in engaging patients using mobile and connected technology
  • What are new approaches to patient behavior trends, and how can these learnings be used for patient engagement initiatives?
  • How can pharma work within the confines of medical, legal and regulatory processes/ guidelines and still be successful in engaging patients using mobile, connected devices, wearables/IoT, etc.?
If you are interested in hosting this session, please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236.
Panelists:

Matt Nespoli, Digital Media Director, BUTLER/TILL HEALTH GROUP
Amanda Phraner, Senior Manager, Public Relations and Social Media, HORIZON PHARMA
Michael C. Song, Ph.D., Senior Manager R&D, Device Functionality, Safety, and Digital Connectivity, Drug Delivery and Device Development, BioPharmaceutical Development, MEDIMMUNE

Closing Panel Discussion
The Growth of Data Science, Measurement and Analytics in Multichannel Digital Health: Examining the Changing Role of the Customer and the Different Touchpoints to Pharma
  • The elephant in the room — privacy and transparency: Opt-in vs. opt-out
    • Where data resides
    • How to analyze data
    • Where is data coming from and how is it being used — as a marketer, what do you need to know?
    • Operational requirements
  • How can we effectively deliver customer behavior insights from digital analytics?
  • Measurement — where are the bottlenecks?
  • The other elephant in the room: ROI and how digital demonstrates the value of pharma products
  • Examining the relationship between MCM effectiveness and ROI
If you are interested in hosting this session, please contact Jayson Mercado at jmercado@exlpharma.com or 212-400-6236.
Panelists:

Jennifer Burnham, Content Strategy and Engagement, Digital Center of Excellence, ABBOTT

12:30PM
Networking Strolling Lunch
1:30PM
Case Study
How Digital Drives Improved Efficacy and Patient Behavior: PneumaHaler
  • Why does the world need a digital inhaler?
    • Asthma & COPD are serious health issues (Many other diseases too)
    • High Incidence: 1 in 12 people in US; Mortality: 120k die per year US COPD, Economic Burden: Asthma >$56B, COPD >$50B
    • Current devices have issues
    • User compliance is a big challenge: (75% make 3+ errors, 10-40% of dose reaches the lungs)
  • What is the Pneuma device and why it matters:
    • Improved user experience
    • Improved dosage delivery with wider range of APIs
  • How digital makes it personal:
    • Patient benefits
    • Caregiver benefits
    • Global data collection benefits

Jay Morgan, Board Member, PNEUMA RESPIRATORY
2:00PM
Case Study
Active Ingredient: HCP
Dosing: consumer tactics
Dosing: consumer tactics
Kevin Hsieh, Director, Digital Marketing and Marketing Operations, AMAG PHARMACEUTICALS
2:30PM
Case Study
Ensuring Your Marketing and Sales Teams Are Unified, Engaged and Bought-In to Initiatives
Dalia Rayes, Senior Director, Business Unit Lead, ACTELION
3:00PM
Conclusion of Day Two and Close of Conference

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