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DIGITAL FUTURE DAY | Tuesday, September 17, 2019
Words and Music: How Creative + Media Can Equal Breakthrough Results
Jim DeLash, Multichannel Marketing Director, GLAXOSMITHKLINE
Panel Discussion How Can I Get My Reimbursement From Innovation? Going Beyond “Value Add” to Develop a Business Model the Creates Service Revenue

Harold Johns, Global Director Digital Platforms, Digital and Connected Commerce Product Line, JANSSEN PHARMACEUTICALS
Jamie Rosati, Executive Director, Digital Strategy and Enterprise Social Media Group, MERCK

Registration and Morning Coffee for Digital Future Day Participants
Chairman’s Opening Remarks
Pharma Marketing and Empathy: How Digital Technology Can Enable Empathetic Patient Experiences

Patient centricity has become the key driver within pharmaceutical marketing. Digital technology enables pharmaceutical companies to better understand patients and their unmet needs and provide more empathetic patient experiences that build rapport and ultimately deliver better outcomes

Tracy Yedlin, Social, Mobile, Innovation Team Lead, Customer Engagement and Marketing Innovation Team, TAKEDA PHARMACEUTICALS
Success in Today’s Evolving Pharma Marketing Landscape

Pharma marketing has seen quite an evolution over the course of the past decade. In today’s world of value-based care, all critical stakeholders—from patients to providers—are counting on us to provide digital innovations that support bottom-line profits and improve overall care outcomes. This intriguing conversation, facilitated by OptimizeRx, will discuss the imperative to go digital and how this will affect organizations across the care spectrum, and provide practical advice that pharma brands can take to prepare success in the next decade (and beyond).

Steve Silvestro, Chief Commercial Officer, OPTIMIZERX
Morning Networking and Refreshment Break
INNOVATION KEYNOTE SESSION Strategic Partnerships: Faster, Smarter, Bigger, and Better Together!
  • Digital trends from Google’s perspective
  • The power of partnerships: The why, what and how answered
Stefani Klaskow, Head of Industry, Healthcare, GOOGLE
Melissa Saw, Global Head, Digital Partnerships, BAYER
Session Outline TBD
Networking Lunch for Digital Future Day Participants
Your Doctors Are Learning With Video Games. And It’s a Win for Pharma
Sam Glassenberg, Founder and CEO, LEVEL EX
Personalization, Precision, Prevention and Prediction: The Four Ps Shaping the Future of Healthcare

Join us in looking at the technological and medical basis that will make this future possible

Prodeep Bose, Executive Vice President, Growth and Innovation, THE BLOC
Case Study Time Is Running Out for Digital Transformation in Pharma and Biotech

The pharmaceutical implementation of digital marketing and use of a true multiple channel strategy, has been under pressure for the past 10 years as virtually every other industry and sector has surpassed them in both customercentricity and progress in digital marketing.

  • Digital Transformation situation overview
  • Creating an initiative: How can you build a leadership position at your organization?
  • Potential change drivers
  • Now is the time for action
Neil Keene, Digital Brand Consultant, Ocaliva, INTERCEPT PHARMACEUTICALS
The Three Pillars of Social Marketing for Pharma: Understand, Influence, Optimize

Physicians are digitally coming together every minute of every day to discuss their industry, practice challenges, life, and more – so how do we effectively tap into this evolving world of real-world medicine? In this presentation, we’ll provide both the industry and physician perspective on how Sermo’s enhanced peer-to-peer platform can inform and transform how pharma leverages social to:

  • Understand the power of physician peer-to-peer platforms
  • Influence discussion around your therapeutic area and brand in new ways
  • Optimize your messaging to achieve your KPIs
Erin Fitzgerald, Senior Vice President, Marketing, SERMO
J.R. Hermann, Senior Vice President, Commercial, SERMO
Afternoon Networking and Refreshment Break
Effective HCP Digital Targeting and Measurement in a New Age of Digital Privacy

Healthcare digital advertising is growing at over 15% per year for the past 4 years. As healthcare professionals become ever more difficult to reach via personal promotion, the value and effectiveness of programmatic, social and other multi-channel digital advertising is increasing. This growing adoption comes during a time of increasing privacy concerns, policies and regulations. This session will focus on the value proposition of effective multi-channel HCP digital targeting, advertising and measurement and explore how to maximize ROI while navigating the evolving privacy landscape. We’ll explore;

  • The latest stats and metrics of HCP multi-channel digital marketing
  • Drivers of the growth of HCP Digital advertising
  • How to interpret and prepare for the CCPA and other legislation to ensure brand safety
  • How you can do effective programmatic and cross-channel measurement while remaining privacy complian
Bill Reinstein, CEO and CTO, MEDDATA GROUP
Shaping the Future of Digital Marketing

Crossix will share the top innovations that are shaping the future of digital marketing, including:

  • Using AI and machine learning to improve campaign performance
  • Connecting DTC and HCP strategies
  • Bringing digital thinking to TV
  • Marketing to HCPs as consumers

Senior Executive, CROSSIX

Case Study Adherence — The Key Metric That Can Drive Digital Health Success

The internet era started off as a wild west; hundreds of millions of dollars floating around supporting unproven ideas, start-ups coming and going, and the lack of real success metrics. Now we have digital health, which is experiencing similar growth patterns. The digital industry has figured out how to measure digital opportunities through a slew of detailed measurements, including click-through and conversion rates that support developing an ROI. The digital health opportunity needs to focus on a metric that aligns all activity. Adherence rate is that measure that can be applied to digital health activity across mobile, television, personalized, devices, and information technology.

Scott Alexander, Digital Strategy Lead, GLAXOSMITHKLINE
The Digital Health and Digital Marketing Spectrum of Innovation

Earlier this year ExL and Evolution Road launched the inaugural Digital Health for Pharma (DH4P) conference, strengthening the Digital Pharma Series. During this session Evolution Road will:

  • Highlight the intersection between digital health and digital marketing
  • Identify the emerging spectrum of innovation that is enabling pharma to explore new opportunities that can effectively address brand business and triple AIM goals
  • Review an example of how it was applied within Pharma
Brandi Ascione, Principal, Digital Marketing Capability Practice Co-Lead, EVOLUTION ROAD
Larry Brooks, Principal, Digital Health Practice Leader, EVOLUTION ROAD
Case Study Bridging the Gap Between Commercial and R&D in Digital Health
Iliàs Charlafti, Group Leader Digital Health I2O, (Immunology, Infectious Diseases, Ophthalmology), Personalized Healthcare (PHC) and Patient Access, Global Product Development Medical Affairs, F. HOFFMANN LA ROCHE, LTD.
Digital Future Day Networking Cocktail Reception Hosted by:

If you are interested in hosting this cocktail reception, please contact Jayson Mercado or or 212-400-6236.

PLENARY SESSIONS | CONFERENCE DAY ONE | Wednesday, September 18, 2019
Registration Opens, Continental Breakfast and Morning Coffee in Exhibition Hall
Chair’s Opening Remarks
Welcome to the 13th Digital Pharma East: Chair’s Event Welcome!
Pete Dannenfelser, Associate Vice President Communications and Digital Innovation, FERRING PHARMACEUTICALS
Pharma Keynote Thinking Differently to Take Advantage of Digital Innovation Techniques In-House and Agility Measures
Nicole Mowad-Nassar, Vice President, Commercial Analytics and Operations, ABBVIE
A Science-Focused Approach to Digital Transformation

the GSK tech culture, empowering his teams to achieve outcomes with clarity over certainty. In the presentation, Matt will discuss:

  • Leading experiment-driven, data and product-oriented teams and avoiding non-failure driven culture
  • Empowering teams to make decisions closer to the ground
  • Shifting mindset of teams to be more agile and business-minded
Matt Lasmanis, Vice President of Technology and CIO, GLAXOSMITHKLINE
The Intersection of Data and Emotion: Unlocking Meaningful Patient Relationships

There’s a way to create a win-win for the biopharma industry, patients and caregivers. Health Union will showcase how the integration of patient-reported data with daily content and conversation creates meaningful patient engagement at all points in the patient journey.

Tim Armand, Co-founder and President, HEALTH UNION
Morning Networking and Refreshment Break
Worth the Wait: The Positive Effect of Patient Wait Times on Healthcare Brands

The dynamics of patient wait times are changing. The once hollow environments of the waiting room and exam room are transforming into interactive, multimedia experiences thanks to innovative engagement technologies. We’ll share proprietary research into patients’ behaviors while they wait and showcase real-life examples and case studies of how brands are using digital and mobile technologies to capture patients’ attention and influence decisionmaking across the office.

  • Get an in-depth look into patients’ attitudes and behaviors in both waiting rooms and exam rooms
  • Learn messaging best practices for distinct patient and physician touchpoints — waiting room, exam room, back office and beyond
  • See how new exam room digital technology is changing patientprovider interactions and how your brand can become a more pivotal part of the conversation
  • Hear from physicians on the type of information that resonates most with them and their patients at each point
Linda Ruschau, Chief Client Officer, PATIENTPOINT
Keynote Consumer Marketing and Digital Transformation in Pharma: Evolving the Consumer Go-To-Market Model to a Digital-First Media Approach
  • A look at 10+ years' evolution of consumer marketing capabilities within Pharma (Eli Lilly)
  • Staying true to our DNA of insights-based marketing, while evolving to a digital-first approach in consumer marketing
  • Flipping the model: From a TV-heavy media mix to a data-driven, audience-first approach to media buying
  • Mastering the end-to-end consumer journey and creating digital experiences before and after Rx to drive consumer engagement and business value
Lina Shields, Chief Media Officer, Lilly USA, ELI LILLY AND COMPANY
Fill Better: A Patient-First, Mobile Approach to Adherence

Antidepressant medications have notoriously high abandonment rates. Yet, through an intelligent, patient-focused digital program, the Trintellix brand team is easing the path towards adherence and wellness while offering a positive patient experience. As part of this high-touch program, the team has implemented a mobile wallet solution that offers easier access to brand savings and opens the door to ongoing, personalized, and timely prescription support. Join this session to learn:

  • How the convenience of mobile can deepen patient engagement and increase savings card redemptions to drive adherence
  • Opportunities to use this mobile approach to deliver ongoing patient support based on actual pharmacy events
  • The business impact of mobile savings card use and performance measurements (including KPIs) that track and monitor results for the brand

Senior Executive, APTUS HEALTH

DIGITAL PHARMA SERIES™ ANNUAL PLENARY PANEL DISCUSSION Establishing a Customer Engagement Ecosystem in a Digital World
  • What are the key components? ÍÍWhat is critical to delivering a seamless customer experience?
  • What do you standardize and what do you localize?
  • Where is value derived for customers and for enterprises?
  • How are "Centers of Excellence" evolving and are they helping to deliver improvements down the line for the customer?

Lou Marcinczyk, Head, Multichannel Capabilities, BRISTOL-MYERS SQUIBB
Jamie Rosati, Executive Director, Digital Strategy and Enterprise Social Media Group, MERCK

Networking Strolling Lunch in the Exhibition Hall
Pharma Keynote Marketing and Sales — How They Need Each Other and Don’t Know It
  • The importance of connecting marketing and selling execution
  • How GSK approaches this concept
  • Case study of when it doesn’t go well
  • Case study of when it does go well
  • Using technology as a bridge
Caroline DeMarco, Vice President, Selling and Marketing Excellence, Commercial Capabilities Payer and Board Member, GLAXOSMITHKLINE
500 Million Page Views a Month: What We’ve Learned About Physicians

With active monitoring of more than 700 medical websites, we have a view of the digital behaviors of more than 100,000 physicians in just the last 90 days. Content consumption behaviors alone have demonstrated unique insights. But this is just the beginning of where big data, natural language processing, and machine learning are going to take the industry. Buckle your seatbelts! In this presentation we will:

  • Explore the online medical and non-medical ecosystem that serves as the source for this data
  • Juxtapose big data against small data, demonstrating the value of small data can bring to the pharma industry
  • Demonstrate how pharma companies are taking action with the individual physician behavioral data
  • Outline the future of non-personal promotion
David Reim, Chief Privacy Officer, DMD
Pharma Keynote What Goes Into a “Successful” Commercial Business Model Transformation and Translation
  • U.S. market strategy
  • Digital acceleration
  • Strategic alliances for healthcare transformation and solutions activities
Lisa French, Associate Vice President, U.S. Strategy and Commercial Model Innovation, MERCK
Innovation and Communication in Today’s Digitally-Charged Pharma Landscape

It’s never been more important for providers, patients and pharma to stay connected. How can we improve communications and work together as a connected team to progress care? Miriam Paramore of OptimizeRx will facilitate a panel discussion, challenging each member of the panel to provide insight and direction on what is available now to the pharma marketing industry, how these tools are underutilized, and what needs to happen to incite positive change for our industry that results in increased profits and improved outcomes.

Dr. Harry Greenspun, Partner and Chief Medical Officer, GUIDEHOUSE
Miriam Paramore, President, OPTIMIZERX
Dr. Jack Pinney, Physician, MIDMICHIGAN HEALTH
Afternoon Networking and Refreshment Break
Pharma Keynote Artificial Intelligence in Healthcare – Profiling the ‘European Way’

Saskia is part of the European Commission’s High-Level Expert group for AI and published European Guidelines for Ethical AI in April, which have been discussed in detail in Financial Times, WSJ, etc. This presentation discusses AI in the context of healthcare and contrast it with the U.S. and Chinese approaches.

Saskia Steinacker, Vice President and Global Lead Digital Transformation, BAYER

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