Multichannel Engagement USA 2014 Nov. 18-19

Multichannel Engagement USA 2014
Nov. 18-19 2014 | Radisson Blu Warwick Hotel Philadelphia
NOVEMBER 18: DAY 1 CONFERENCE PROGRAM
REGISTRATION & OPEN EXHIBITION FROM 8:00 AM
8:45 am
Conference Opening & Chairman’s Remark
Hans Sjoquist, Senior Principal, Global Channel Marketing Solutions/IMS Health
9:00 am
<PANEL> Challenges And Insights On Building Cross-Function, Cross-Brands And
Cross-Region Capabilities
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Develop marketing capabilities the efficient way: consolidate brand learning experiences
and centralize marketing capabilities at the enterprise level
Take your commercial capabilities to the next level with data incorporated and channel
integrating marketing strategy
Address communication silos and generate synergies across the business for the delivery
of the insights and analysis across channels
Larry Lucker, Director, Global Channel Solutions, AstraZeneca
John Bronico, Senior Manager-Channel Lead Enterprise, Pfizer
Natasha Malhotra Bagchi, Global Multichannel Marketing - iPad Closed Loop Marketing
Capabilities International Markets, Merck
9:40 am
Design multichannel campaign tests that optimize your budget
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Understand how to measure a multichannel campaign test
Use hypotheses to identify specific test opportunities
How measurement milestones can improve multichannel performance
Jim DeLash, Director, Promotion Optimization, GSK
10:10 am
Aligning Digital and Personal: A Coordinated Approach to Multichannel
Pharmaceutical companies today need to market to complex, multifaceted customers. Whether
those customers are a part of a larger system (Integrated Delivery Networks, Accountable Care
Organizations, etc) or small community HCPs, to be effective we have to find a way to be both
timely and topical with our information and services. Two crucial pieces needed to achieve that
are effective multichannel planning and a flexible framework to manage and track your plans’
execution. By integrating the account planning process into multichannel CRM, marketing and
sales operation teams can get a better view into customer needs, required interactions per
planning cycle and activity’s impact upon the customer. In this session you will learn about key
components of multichannel execution including:
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Developing multichannel cycle plans
Coordinated execution across teams with accurate and detailed customer information
Measuring customer activities for continuous improvement
Jerome Mead, Director, Multichannel Strategy, Veeva
10:40– 11:10 EXHIBITION & NETWORKING COFFEE BREAK
eyeforpharma, 7-9 Fashion Street, London E1 6PX, UK
Tel: +1 201 204 1688 Fax: 44 (0) 20 7375 7200 Web: www.eyeforpharma.com
Multichannel Engagement USA 2014
Nov. 18-19 2014 | Radisson Blu Warwick Hotel Philadelphia
11:10 am
Using the Power of Digital to Change a Company
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Integrate interactive and traditional channels to deliver relevant content to your target
Smooth the tradition from personal engagement to digital channels
Align and unify content messages across channels and ensure relevancy
Lita Sands, Global Head, Digital MCM, Novartis
Chapman Richardson, Head, Global Digital Solutions Center, Novartis
11:40 am
Driving Value through Customer Experience: Sounds like a good idea, but can you
actually do it?
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Integrate interactive and traditional channels to deliver relevant content to your target
Smooth the tradition from personal engagement to digital channels
Align and unify content messages across channels and ensure relevancy
Pete Mehr, Principal, ZS Associates
12:10– 1:10 pm: EXHIBITION & NETWORKING LUNCH
1:10 pm
<PANEL> From MCM in Theory, to Operationalizing MCM
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How structure an enterprise MCM group?
What are the key stakeholder roles and responsibilities?
Key learnings from operationalizing MCM?
Robert Noble, Product Director, Otsuka America Pharmaceuticals
Sharon Dotson, Director of Integrated Multichannel Marketing Services, Genentech
Charlotte McKines, Former VP of Marketing, Merck
Hans Sjoquist, Senior Principal, Global Channel Marketing Solutions/IMS Health
1:50 pm
Optimize The Commercial Success Of New Assets In Development: Bridging The Gap
Between R&D, Strategic Marketing, And Inline Marketing
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How do we align on maximizing the probability of a successful FDA approval in R&D with
maximizing the commercial value of new assets in development?
When does a new asset need commercial input and what type of input is most critical?
Case examples of commercial transition plans and asset development commercial
milestones
Kara Zubey, Marketing Director, New Products, GSK
2:20 pm
Consumer master data management and integration of MCM
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Deloitte has advised a number of clients facing issues with problematic customer master
data management (MDM) and the implications on multichannel marketing. Through those
discussions, Deloitte has devised a set of observations and solutions to help organizations
think about what it means to leverage MDM for effective MCM.
Chris Geissler, Senior Manager, Deloitte Consulting LLP
eyeforpharma, 7-9 Fashion Street, London E1 6PX, UK
Tel: +1 201 204 1688 Fax: 44 (0) 20 7375 7200 Web: www.eyeforpharma.com
Multichannel Engagement USA 2014
Nov. 18-19 2014 | Radisson Blu Warwick Hotel Philadelphia
2:50– 3:20 PM EXHIBITION & NETWORKING BREAK
3:20 pm
Multichannel Patient Engagement Through Social Media
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How do we react to the new FDA Twitter guidance?
Develop programs based on patient insights derived from social listening and analysis
Greg Cohen, Multichannel patent engagement through social media, UCB
3:50 pm
<PANEL> Moving Deck Chairs On The Titanic: Why Silicon Valley Are Going To Crush
Big Pharma
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Update on new technologies, your new customer and how they impact our industry
Discussion around how we could divert away from this “iceberg”
Ed Stening, Associate Director Digital Strategy & MultiChannel Marketing, Zoetis
Naima Gibson, Associate Director, Global Hepatitis C Marketing, Merck
Dr. Andree Bates, President, Eularis
4:30– 5:30 PM PHARMA ONLY WORKSHOP
Get Local with Multichannel: Targeted Execution of Strategy Using Personal and Non-Personal Promotion
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Identify capabilities needed for local optimization of brand strategy
Better align personal and non-personal outreach for effective customer journeys
Maximize budgets and value by leveraging the strength of each channel
Use just-in-time insights to ensure local strategy is ingrained and actionable
Mark Karch, Vice President, Sales, US Tech and Apps, IMS Health
John Daly, Senior Principal, US Pharma Solutions, IMS Health
5:30– 7:00 pm EXHIBITION & NETWORKING DRINKS RECEPTION
eyeforpharma, 7-9 Fashion Street, London E1 6PX, UK
Tel: +1 201 204 1688 Fax: 44 (0) 20 7375 7200 Web: www.eyeforpharma.com
Multichannel Engagement USA 2014
Nov. 18-19 2014 | Radisson Blu Warwick Hotel Philadelphia
NOVEMBER 19: DAY 2 CONFERENCE PROGRAM
REGISTRATION & EXHIBITION OPEN 8:00 AM
8:45 am
Conference Opening & Chairman’s Remark
Lisa Flaiz, Group Product Director, Digital Marketing, Janssen
9:00 am
<PANEL> From Multi-Silo To Multichannel: Drawing Lessons From Years Of Continuous
Transformation
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A long way we have come. What have we learnt?
How do we measure success?
What is missing to acculturate multichannel marketing?
Meghan Lopresto, Director, Digital Promotion and Multichannel Strategy, Boehringer
Ingelheim
Sharon Dotson, Director of Integrated Multichannel Marketing Services, Genentech
Charlotte McKines, Former VP of Marketing, Merck
David Davidovic, Founder, pathForward; Former VP and Global Head, Commercial Services at
Roche and Genentech
09:40 am
Channel Marketing And Channel Trade: Understanding Value Proposition Across
Departments
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Understand the value proposition across departments to smooth out the process inevitably
ensuring a common end goal of success
Explore how multichannel marketing executives and channel trade can work together to
advance the customer experience will ultimately enrich business objectives, which would
increase stakeholder relationships and assist with forecasting and marketing analytics in
bridging the gaps between channel marketing and channel trade
Steven Projansky, Director, Strategy & Marketing, Purdue Pharma
10:10 am
An Ongoing Process of Improvement: Using Analytics to Make Smarter Business
Decisions and Prescribe Effective Engagement
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Effectively engage across complex channels and spheres of influence; drive new forms of
engagement with “hard to see” and “no see” physicians
Collect and analyze data and metrics to make smarter business decisions
Empower sales to effectively engage prescribers and payors; amplify the voice of thought
leading payer formulary influencers
Marilyn Cox, Marketing Principal, Oracle Marketing Cloud
10:40– 11:10 AM EXHIBITION & NETWORKING COFFEE BREAK
eyeforpharma, 7-9 Fashion Street, London E1 6PX, UK
Tel: +1 201 204 1688 Fax: 44 (0) 20 7375 7200 Web: www.eyeforpharma.com
Multichannel Engagement USA 2014
Nov. 18-19 2014 | Radisson Blu Warwick Hotel Philadelphia
11:10 am
Engage the rising stakeholder, pharmacist to improve patient adherence
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Collaborate with pharmacists to increase your brand awareness among patients
See pharmacists as your partners to enhance patient experience and adherence
Rachel Sosalski, Director, Pharmacy Marketing, GSK
11:40– 12:40 PM PHARMA ONLY WORKSHOP
Free Your Content: Best practices in delivering content to the field
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Rethink your content strategy to engage both sales and HCPs
Learn the three guiding principles when mobilizing your content
Plan next steps by completing a company-readiness assessment
Lisa Parker, Director of Marketing, Prolifiq
Hilary Goetz, Senior Marketing Manager, Prolifiq
12:40– 1:30 PM EXHIBITION & NETWORKING LUNCH
1:30 pm
Regionalizing Marketing Approaches In A Multichannel World
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Identifying effective sales & marketing channels
Setting up and tailoring key messages for segmented customers
Measuring channel performance to uncover actionable insights
Jan Nygren, Managing Director, USA, Pitcher
Cagatay Hamamcioglu, Business Development, EMEA & ASIA, Pitcher
2:00pm
A Banking Industry Case Study On Technology Innovation: Leverage The Technical
Innovations In Online And Mobile Banking- Money2 For Health
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In both banking and healthcare industries, consumers are demanding more clarity and
transparency
Learn how Citi developed an integrated platform for consumers to pay, view and archive
their healthcare expenses from multiple providers in one place
When consumers win, everyone wins
Stuart Hanson, Director, Healthcare Business Development, Citi Retail Services,
Money2SM for Health
2:30 pm
Combine MDM & Data warehouse: learn how to make more meaningful decisions
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Rethink ‘ADDRESS’ – it pays to know the power of ‘WHERE’
Unleash the potential of Affiliations & Hierarchy; take business enablement to the next level
Tarun Kumar, CRM Functional Architect – Commercial Data Management, Bayer Healthcare
3:00 PM END OF CONFERENCE
eyeforpharma, 7-9 Fashion Street, London E1 6PX, UK
Tel: +1 201 204 1688 Fax: 44 (0) 20 7375 7200 Web: www.eyeforpharma.com

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