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2018 Agenda

THE DIGITAL FUTURE DAY | Monday, June 11, 2018
8:00AM
Registration and Morning Coffee for The Digital Future Day Participants
8:45AM
Chairperson's Welcome
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
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.
12:30PM
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
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
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
3:00PM
Afternoon Networking Break
3:30PM
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
4:00PM
Case Study
Session Outline to Be Determined
Nastassia Andari, Digital Marketing Manager, HEARTFLOW, INC
4:30PM
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
HealthBot Workshop – A Practical Introduction to Leveraging Chat and Voice Bots in Pharma
Intro: Shwen Gwee, General Manager, Digital Accelerator, Global Drug Development, NOVARTIS

Workshop: Dr. John Reeves, Chief Medical Officer and Lexi Kaplin, Chief Product Officer, CONVERSATIONHEALTH

  • Why healthbots are particularly well suited to pharma and healthcare
  • An executive 101 of what bots are and how they are best leveraged by business
  • How healthcare brands are tapping into the power of bots
  • Learn how to use a “bot canvas” to structure your approach to building bots
  • Engage in a quick bot-a-thon to ideate and define a  bot that addresses a key health challenge
11:00AM
Morning Networking Break
11:30AM
Panel Discussion
Designing for Voice in Healthcare — Practical Considerations for Leveraging Voice Platforms in Pharma and Healthcare
Panelists:

Dr. John Reeves, Chief Medical Officer, CONVERSATION HEALTH
Anne Weiler, CEO and Co-Founder, WELLPEPPER

12:15PM
The Four Scariest Letters You’ve Never Heard Of — GDPR
Rashmi Vittal, VP, Product Marketing, GIGYA
1:00PM
Networking Lunch
2:00PM
Case Study
Agile Marketing — Innovating Pharma Marketing for the Digital Age
Nicholas Donoghoe, Partner, MCKINSEY & COMPANY
2:30PM
Case Study
Project Baseline — Empowering People to Own Their Health Data
Scarlet 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
Fireside Chat
How and Why to Partner With Startups to Drive Innovation in Pharma
Moderator:

Shwen Gwee, General Manager, Digital Accelerator, Global Drug Development, NOVARTIS

Panelists:

Neil Tiwari, General Partner, dRx CAPITAL (NOVARTIS)

4:00PM
Barracuda Bowl – A "Shark Tank"-Like Healthtech Start-Up Pitch Competition
Featuring:
  1. Valhalla Healthcare
  2. GRYT Health
  3. Infermedica
  4. Brite Health
  5. Trials.ai
  6. Huma.ai
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!

JUDGES:
Lynne Chou, Partner, KLEINER PERKINS CAULFIELD & BYERS
Neil Tiwari, General Partner, dRx CAPITAL (NOVARTIS)
5:30PM
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
Co-Chairpersons' 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
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
9:30AM
Pharma Keynote Session
The Roche and NAVIFY™ Journey in Health IT, and Becoming a Digital Company
Rob Manor, Head of Sales, Diagnostics Information Solutions, ROCHE
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
Moderator:

Zoe Dunn, Principal, HALE ADVISORS

Panelists:

Debbie Donovon, Senior Director, Corporate Marketing, ENDOGASTRIC SOLUTIONS, INC.
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
It’s Not (Just) the Tech: Why Partnering and Business Models Enable the Future of Patient Care
  • 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
What Can We Leverage From Digital Marketing Outside of Pharma to Improve Our Digital Engagement With HCPs
Dan Gomes, Senior Director, Regional I&I Lead, Emerging Markets Asia, PFIZER, INC.
1:30PM
Networking Strolling Lunch
2:30PM

From Hollywood to Healthcare: Talking Less, Listening More, and Giving Patients a Voice

Fabio Gratton, Founder and Chief Alchemist, THE ALCHEMY FACTORY
3:00PM
Personalizing Non-Personal Promotion

Website visitor identification data unveils surprising trends, including the fact that HCPs are visiting brand’s consumer sites in numbers four times greater than the HCP site. This presentation will take a look at how data captured via an audience identity management platform can:

  • Break the myths of digital behavior of HCPs on consumer vs HCP websites and the content they are consuming
  • Insights on how HCPs are getting to the brand’s websites and opportunities to optimize
  • Understanding why repeat visitors matter and what we can do to support the HCP journey
  • Taking action with audience identification data and driving quality personalized HCP engagement campaigns with suggestion engines, campaign management platforms, etc.

Based on HCP-level intelligence, we uncover engagement opportunities to get the right message to the right HCP at the most relevant time. Join us as we explore innovative approaches to create high-quality customer engagement with HCPs.

Mary Lassiter, Director of Client Strategy and Innovation, DMD
3:30PM
Pharma Keynote Session
Top Five Things Necessary to Transform a Digital Journey: The Technology Perspective
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
Conclusion of Main Day One and Networking Cocktail Reception
Cocktail Reception Hosted By:
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
Melissa Bojorquez, Senior Vice President, Client Strategy, APTUS HEALTH
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, Director of Growth Marketing and Branding, PORTRERO MEDICAL
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
The Social Advantage: Opportunities in an Evolving and Regulated Industry
  • The social landscape
  • What it means to succeed in social within 2018
  • Reaching your audience 1:1 at scale
  • Adopting social as an operational and cultural principle
  • Shaping your workforce for the future
Heather Blackwell, Value Consultant, HOOTSUITE
Steve Gomez, Senior Account Executive Life Sciences/Healthcare, HOOTSUITE
10:00AM
The Next Generation of Member Engagement — Evolving Community Feature Based on Member Need
Dr. Theodore Search, CEO, SKIPTA
Social Media Truth in an Information-Overloaded Era
  • Identify knowledge gaps in patients’ understanding of chronic conditions via social listening and primary research
  • 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 their physicians

Mary Ray, Co-Founder and COO, MYHEALTHTEAMS
Clearing the Path to Pull-Through: Communicating Market Access Through Geo-Targeted Mobile Campaigns

To capitalize on favorable formulary positioning for two of its brands, Takeda’s Life Cycle Brands worked with Aptus Health to develop a Market Access Pull-Through Program (MAPP) powered by Aptus Health’s Tomorrow Networks division. The geo-targeted mobile ad campaigns were designed to promote the brand’s formulary position to both healthcare consumers (specifically those who may be eligible for the brand and who are also members of a healthcare payor for which the brand has formulary coverage) and healthcare professionals (specifically those who are likely to see these patients) with relevant, point-of-care messaging optimized for these multiple audiences. The ultimate objective is to communicate value to the consumer and HCP audiences, and pull through these messages to generate increased prescription lift.

  • Why Takeda chose this multi-audience, geo-targeted approach as part of their promotional strategy
  • How Aptus Health and its Tomorrow Networks division apply data to target consumer and HCP audiences in contextually relevant ways to drive measurable results
  • Program results, including quantitative measurement
Erin Bennett, SVP Client Strategy, APTUS HEALTH
David Laros, VP Analytics and Commercial Effectiveness, APTUS HEALTH
Anita Patil, Manager, Multi-Channel Marketing Customer Engagement and Marketing Innovation Group, TAKEDA PHARMACEUTICALS
10:30AM
Morning Networking and Refreshment Break
11:00AM
Artificial Intelligence — Super Hearing for Healthcare Marketers. Detecting Weak-but-Important Signals of Customer Behavior
  • Learn the risks that voice interfaces present to every healthcare brand and how voice-driven search is transforming communication strategy
  • Explore the untapped market potential of personalization and the value that exists in your current marketing data
  • Discuss a real-world implementation of artificial intelligence (AI) to solve a common healthcare marketing challenge
  • Learn how AI accelerates identification and validation of critical market insights that empower creation of a durable competitive advantage
  • Why you need to implement AI in your campaigns now
Hans Kaspersetz, President and Chief Strategist, ARTERIC
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

Session Outline to Be Determined
Ajay Khanna, Vice President of Marketing, RELTIO
11:30AM
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.
Moderator:

Dr. Theodore Search, CEO, SKIPTA

Panelists:

Hans Kaspersetz, President and Chief Strategist, ARTERIC
Omar Khateeb, Director of Growth Marketing and Branding, PORTRERO MEDICAL

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
Mary Ray, Co-Founder and COO, MYHEALTHTEAMS
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
Moderator:

Melissa Bojorquez, Senior Vice President, Client Strategy, APTUS HEALTH

Panelists:

Erin Bennett, SVP Client Strategy, APTUS HEALTH
Steve Gomez, Senior Account Executive Life Sciences/Healthcare, HOOTSUITE
David Laros, VP Analytics and Commercial Effectiveness, APTUS HEALTH
Anita Patil, Manager, Multi-Channel Marketing Customer Engagement and Marketing Innovation Group, TAKEDA PHARMACEUTICALS

12:00PM
Networking Strolling Lunch
1:00PM
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
1:30PM
Case Study
Active Ingredient: HCP
HCP Dosing: Consumer Tactics

Engaging HCPs digitally with consumer techniques

Kevin Hsieh, Director, Digital Marketing and Marketing Operations, AMAG PHARMACEUTICALS
2:00PM
Conclusion of Day Two and Close of Conference

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