28-29 March, 2011 Boehringer Ingelheim Headquarters Ingelheim, Germany Digital Pharma Europe Annual 3 rd The Future Forces Impacting Pharma and the Evolving Role of Digital Proudly Presents: The Varied Expert Faculty will Include: To Register Call 212-400-6240 Or visit: www.exlpharma.com/digitalpharmaeurope Top Reasons to Attend the 3 rd Annual Digital Pharma Europe Alexander Bittner, Senior Manager, European Client, PFIZER Duncan Cantor, Government and Public Affairs Manager, BOEHRINGER INGELHEIM Richard Emmerson, Marketing Senior Manager, AMGEN EUROPE Nick Green, Senior Lecturer, UNIVERSITY OF DERBY, UK Hepatitis C ePatient and Advocate Ansar Jawaid, Global Brand Diagnostics Manager, Global Marketing, ASTRAZENECA Guillaume Maurin, Brand Manager, PFIZER James Moade, Director of Global Marketing, MEAD JOHNSON Kay Rispeter, Leader, Multi-Channel Marketing, Public Relations & Communications, MSD SHARP & DOHME GMBH Judith von Gordon, Head of Media & PR, BOEHRINGER INGELHEIM Other Participating Companies Include: BLUE LATITUDE DIGITAS HEALTH UNIVERSITY OF DERBY, UK EMPOWER RESEARCH HEALTHUNLOCKED INFOSYS JANSSEN MERZ PHARMA SHARPBRAINS WHYDOT ZIMMER ZDC CONSULTING Keynote Speaker: Bert Tjeenk Willink, Member of the Board, Corporate Board Division Marketing & Sales, BOEHRINGER INGELHEIM The Scope: All the top of mind issues covered: Social Media Impact, The Emegence of Health 2.0, Mo- bile Marketing, Multi-Channel eMarketing, The Growing Importance of ePatients and eDocs, and much more! The Faculty: We discover the ground breaking speakers and deliver them to you first! The ideal mix of pharma case studies, eDocs, ePatients and leading service providers The Unconference: This is the most cutting edge event in the industry that breaks down the barriers of con- ventional conferences with “unconference” parameters The Networking: With over 300 senior-level execu- tives in attendance last year, we have unmatched oppor- tunities to network with those leading the way in digital pharma The Location: The only industry event that continues to be hosted by a leading pharmaceutical company BOEHRINGER INGELHEIM Copyright by Tomas Riehle Sponsors:
Bert Tjeenk Willink, Member of the Board, Corporate Board Division Marketing & Sales, BOEHRINGER INGELHEIM
The Scope: All the top of mind issues covered: Social Media Impact, The Emegence of Health 2.0, Mo-bile Marketing, Multi-Channel eMarketing, The Growing Importance of ePatients and eDocs, and much more!
The Faculty: We discover the ground breaking speakers and deliver them to you first! The ideal mix of pharma case studies, eDocs, ePatients and leading service providers
The Unconference: This is the most cutting edge event in the industry that breaks down the barriers of con-ventional conferences with “unconference” parameters
The Networking: With over 300 senior-level execu-tives in attendance last year, we have unmatched oppor-
tunities to network with those leading the way in digital pharma
The Location: The only industry event that continues to be hosted by
a leading pharmaceutical company
Boehringer ingelheim
Copyright by Tomas Riehle
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8:30 Gain a Better Understanding of Your Audience Through a Systematic Approach to MobileIf you realize that last year was a turning point in the reoccurring theme of “The Year of Mobile” -- and you’re either planning or testing your mobile strategies and capabilities, but are still figuring out what to do or what more you can do -- then you’ll want to attend this workshop. The workshop’s purpose will be to move beyond mobile trends to focus on strategy development and best practices. As with all marketing vehicles, success in mobile demands a systematic and logical approach, beginning with understanding your audience. The workshop will answer the questions: • How is mobile impacting all stakeholders in healthcare? • What tools need to be mastered? • What simple executions can I use to kick-start my program? • What are the key measurements? In addition, during this workshop a workable approach and methodology will be presented for the purposes of creating your own mobile strategy.Workshop Leader:James Moade, Director of Global Marketing, MEAD JOHNSON (Makers of Enfamil® the world’s #1 baby formula brand)
8:30 “How Do I Do That?” Case Studies on Social Media from the IndustryThis interactive workshop will provide case examples from the indus-try (and outside as well) that highlight best practices for social media programs. While not Social Media 101, the session will cover basic principles and work towards creating this roadmap for action.Listening – how do I listen effectively to my customer’s needs? What tools can I employ to be effective and efficient? What processes need to be implemented in order to prepare to leverage the data for my business needs. We’ll look at case studies from the industry that ex-amine the challenges and benefits of listening, before, during and after marketing and communications programs are implemented. Topics covered include:• Internal processes to manage data• How to establish keywords for listening• Choosing a partner/technology solution• Resources needed to assess and distribute informationWorkshop Leaders:Zoe Dunn, Consultant, ZDC CONSULTINGSilja Choquet, CEO, WHYDOT
8:00 Pre-Workshop Registration and Continental Breakfast
10:00 30-Minute Networking and Refreshment Break11:30 Workshop concludes; Luncheon for Workshop participants
Workshop A: Workshop B:
1Pre-ConferenCe WorkshoP sessions: DAy one Monday, 28 March
To Register Call 212-400-6240 or visit www.exlpharma.com/digitalpharmaeurope
Mission statement: To provide a groundbreaking, interactive
forum to explore the latest innovations in
digital marketing for the pharmaceuti-
cal industry
This conference is designed for professionals from the pharmaceutical, healthcare, biotechnology and medical device industries whose responsibilities include:
Dear Colleague,Welcome to the 3rd Annual Digital Pharma Europe! Dig-ital Pharma continues to be a global phenomenon within the pharmaceutical and healthcare industries. Spanning both coasts of the US and Europe, this event series has come to rep-resent the potential that the online communications revolution has for the ways that pharma can communicate with patients, physi-cians and all industry stakeholders.
ExL Pharma is coming off the biggest event in its history—with over 400 attendees at Digital Pharma East in Philadelphia. The event was buzzing with excitement, learning and networking. It is our mission to continue this success and build on the 2010 Digital Pharma Europe that took place at Bayer Schering headquarters in March 2010. This spring we look forward to continuing this tradition by bringing the event to Boehringer Ingelheim headquarters.
Participants at Digital Pharma are encouraged to collaborate and test the waters of social media, Health 2.0 and other eMarketing and Digital channels to find new and innovative solutions that help improve brand and corporate communication. We will provoke thought and provide insight. Our unique “unconference-like” approach knocks down conventional barriers and en-sures that all participants can share best practices and learn from each other’s experiences. Digital Pharma has evolved to become much more than just a conference… it is a place of digital innovation and future orientation.
Please join us this March in Ingelheim, Germany!
Sincerely,
Judith von GordonJudith von Gordon, Head of Media & PR BOEHRINGER INGELHEIM Co-Chairperson
Fred Bassett Fred Bassett, Director BLUE LATITUDE Co-Chairperson
Who Should Attend?
This program will also be of interest to:Agencies, consultants, and organizations that specialize in Digital Marketing
• Marketing • eMarketing• Digital Marketing• Social Media• Multi-Channel Marketing• eBusiness
• Public Relations• Advertising & Promotions• Brand Management• Product Management• Information Technology• Regulatory Affairs
To Register Call 212-400-6240 or visit www.exlpharma.com/digitalpharmaeurope
12:30 Co-Chairpersons Opening Remarks
12:45 KEYNOTE WELCOME ADDRESS: Brave New World for the Pharmaceutical Industry or Nothing New?Bert Tjeenk Willink, Member of the Board, Corporate Board Division Marketing & Sales, BOEHRINGER INGELHEIM
1:15 What Do Patients and Supporters Really Want?• Personal experiences with e-resources and Hep C (progression of
different purposes for accessing online sources and their value)• The development of online support since 2004• The good, the bad and the ugly of online activity – sites which are
useful and supportive, sites which can be misleading and that have poor or inappropriate information, that examples of how free ac-cess can result in abuse by some individuals
• How might support develop in the future? Reaching the Hep C community
• The potential of online resources– what could realistically be achieved?Nick Green, Senior Lecturer, UNIVERSITY OF DERBY, UK Hepatitis C ePatient and Advocate
2:00 ThinkDigital 2011: Key Research and Insights into Transformational MarketingThinkDigital 2011 is new research from Digitas Health London. Pre-sented in Europe for the first time, this exclusive research looks at the transformation of the pharmaceutical industry business model and the sales and marketing challenges that lie ahead. • Deliver the industry perspective on what this business transforma-
tion will look like and how different organisations are embracing the need to change.
• This research will reveal, amongst other findings, if the industry is ready for this transformation. How will the major players review and reappraise existing business function, improve services to customers and make better use of existing and new resources?
• The research will share some of the new organisational structures, skills, processes and technology major pharmaceutical companies are planning to introduce and how these will affect physicians, their service, their patients.
June Dawson, Managing Director, London, DIGITAS HEALTH
2:45 Afternoon Networking and Refreshment Break
3:15 How Pfizer Oncology Works as a Cross-Functional Team to Make Digital Projects Happen• How does brand management lead and coordinate the project to
bring in all key stakeholders? • Discuss ways in which the team functions on the IT side• How are legal and regulatory matters approached? Guillaume Maurin, Brand Manager, PFIZERAlexander Bittner, Senior Manager, European Client, PFIZER
4:00 How Do You Empower An E-Media Strategy For Your Brand?This session will discuss the stages of learning from social media that enable pharma brand managers to devise an E-media strategy for his/her brand. This session will answer questions at various levels:• Who are your various stakeholders and what is their behavior
online, their likes and dislikes?• Can we segment them based on their online behavior?• What is the current brand awareness and perception among each
stakeholder set?• Where to reach your stakeholders online and how to reach them?Debjani Deb, Managing Partner, EMPOWER RESEARCH
4:45 What Are Our Options to Align the Internal Perception of Online Activities with Their De Facto Relevance?Frequently, eMarketing still:• does not hold its own budget• is not fully integrated in franchise teams and decisions regarding
communication strategies• is obligated to prove its cost-effectiveness in contrast to traditional
marketing activities• is not recognized as a “business driver”The presentation will:• summarize data on the relevance of online communication for our
customers in Germany• give examples for successful online campaigns• show parameters for successful and unsuccessful eDetailing• give an example how to calculate the efficiency of eMarketing activitiesKay Rispeter, Leader, Multi-Channel Marketing, Public Relations & Communications, MSD SHARP & DOHME GMBH
5:30 Networking Reception
Copyright by Tomas Riehle
Boehringer Ingelheim HeadquartersBinger Str. 173
55216 Ingelheim, Germany
MAin ConferenCe Begins: Monday, 28 March
Judith von Gordon, Head of Media & PR, BOEHRINGER INGELHEIM
Fred Bassett, Director, BLUE LATITUDE
ConferenCe VenUe:ExL Pharma is pleased to be hosting the 3rd Annual Digital Pharma Europe at Boehringer Ingelheim Headquarters in Ingelheim, Germany. In welcoming this conference, Boehringer Ingelheim is helping ExL Pharma to provide a unique platform to discuss the key issues that marketing/communications professionals face today. We look forward to providing you with the rare opportunity to learn from and network with speakers and attendees, representing leading pharmaceutical, biotech and medical device companies throughout Europe. ExL Pharma looks forward to greeting you at this special event and would like to extend a special thanks to Boehringer Ingelheim for allowing this conference to take place at its headquarters.
TrAVeL ArrAngeMenTs:For those who are traveling to the event, ExL is offering sleeping rooms at the Hyatt Regency in Mainz, Germany, conveniently located 20 minutes from Frankfurt International Airport. Shuttle service will be provided throughout the conference from the sleeping hotels to the conference venue at Boehringer Ingelheim. For additional information on hotel options, please visit our website: www.exlpharma.com/digitalpharmaeurope
To Register Call 212-400-6240 or visit www.exlpharma.com/digitalpharmaeurope
8:00 Continental Breakfast
8:30 Co-Chairs Recap of Day One
TRACK A: New Media and the Organisation
8:45 Integrating Digital Media into the Entire Business• How adaptation changes corporate culture and how to initiate this
shift• Looking beyond technology and platforms to see all the humanity
of it• What it does to the internal structure and cross-functional teams
Alex Butler, Digital Strategy & Social Media Manager, JANSSEN
TRACK B: Multi-Channel eMarketing
8:45 The Emergence of Multi-Channel eMarketing Strategy and the Shift from Traditional Marketing• Digital Marketing Strategy: What are the changes in the environ-
ment and customer behavior? • Understanding how to listen, respond, engage and build relation-
ships with your customers• The availability of new channels of engagement. Change the way we
look at the marketing mix and empower customers to become the center for innovation
• New ways to consider the integration of online and offline marketing strategiesIsabel Silva, Director of eMarketing, QUEST DIAGNOSTICS
9:30 Going Digital with Marketing Operations-Ingredients for SuccessPharmaceutical marketers often create campaign materials from scratch, paying agencies to reinvent the wheel. Frequent iterations, coordination and follow-up, and poor compliance consume too much time and money. This eats into time spent on creative and brand management activities and also impedes any meaningful analytics to assess campaign effectiveness.The session will:Outline practical and proven techniques to drive agility, flexibility and simplification in the marketing function, helping brand teams fully real-ize their potential and demonstrate measurable value-to-business• Discuss how Increasingly, industry leaders are adopting a digital ap-
proach to streamline marketing operations • Learn why Speed, scalability and compliance are key, especially as regu-
lations tighten and emerging markets dominate the growth agenda• Infosys will share real-life insights abstracted from transformational
initiatives at major pharmaceutical and consumer businessesSandeep Raju, Client Services Head (Central & Southern Europe) Life Sciences, Healthcare & Insurance, INFOSYS
9:30 Understanding Payers by Mapping Influence and Information Flow• Payer dynamics and the payer ecosystem • What are the online and offline channels and sources of informa-
tion used in the ecosystem?• Mapping influence and information flow in the healthcare system• Using network analysis to help understand the ecosystem• How do these spheres of influence impact prescribing and medical
decisions?• What do the findings mean for your organisation?Klynn Alibocus, Senior Consultant, BLUE LATITUDE
10:15 Morning Networking and Refreshment Break
10:45 The Boehringer Ingelheim Social Media Dashboard and Influencer Mapping• Is it good or is it bad? Boehringer Ingelheim’s tonality analysis of
traditional and social media monitoring• Do we see it early or are we late? • Social media monitoring as an early alert system• Who is important – who is not? Influencer analysis at a glanceJulia Meyer-Kleinmann, Corporate Director, Media and PR, BOEHRINGER INGELHEIM
10:45 What is the Potential for Serious Gaming in Healthcare?• How can serious gaming be a part of a set of healthcare solutions?• How can gaming make sense in your marketing mix?• How does it contribute to compliance and adherence? • What opportunities are there for partnering with various groups in
this space?• What links are being forged between the electronic game industry
and healthcare/public policy?Len Starnes, Head of Digital Marketing, BAYER SCHERING PHARMACEUTICALS
11:30 Lessons Learned in New and Social Media• How Pharma can move on from Version 1 apps• Thinking out of the box - getting the right people on our digital teams• How building up a network will push the internal learning curve and
ensure that you are not perceived as the lonely advocate for new media• How to “sell” new media within the organizationLine Berg Ostergaard, Interactive and New Media Manager, ZIMMERGillian Tachibana, Director, eMedia & Social Media, MERCK SERONO
11:30 How to Achieve a Solid Foundation of Activities and Process Implementation for eMedia • Practice report about the Merz Aesthetics eMedia activities in the
last six months• What kinds of activities have been planned?• Experience Report: How was the project interaction between affili-
Judith von Gordon, Head of Media & PR, BOEHRINGER INGELHEIM
Fred Bassett, Director, BLUE LATITUDE
1:15 Utilizing Digital Assets Effectively in a Product Launch: Orphan Drug Case Study• Identifying social networks and creating strategies to influence all nodes• The use of digital in training activities to up-skill the field-force• Supporting and creating digital content (webcasts and interviews)
-developing trusted content (ESH and KOLs)• Focus on the ‘basics’, successfully - website, MOA and other animations
effectiveness, improving quality and managing the projectRichard Emmerson, Marketing Senior Manager, AMGEN EUROPE
1:15 Using Web-Based Systems to Link Patients and Their Surgeons• Exploring SPRiNT: Online patient engagement in spinal surgery• A short history of evidence in spinal surgery • The emergence of Patient Recorded Outcome Measures as a standard • How the Royal National Orthopaedic Hospital is innovating online
outcomes
Matthew Shaw, eDoc & Spinal Surgeon
Matt Jameson Evans, MD and Founder, HEALTH UNLOCKED
To Register Call 212-400-6240 or visit www.exlpharma.com/digitalpharmaeurope
2:00 Panel: Setting Global Guidelines for the Company in the Digital Space• Keeping the industry focused on making new digital tools, apps with
a clear objective and utility to help build overall digital credibility• Understanding the five tenets to being competitive in the digital
landscape —be personalized, engage, act in real time, be participatory and be useful
• Develop personal and non-personal initiatives using available tech-nologies and that have a broad scope
Panelists:Martin Hensen, Head of eStrategies, UCBChristoph Ferse, Senior Director, Global Commercial Excellence, GRUNENTHALJames Moade, Director of Global Marketing, MEAD JOHNSONSabine Kostevc, Head of Corporate Internet and Social Media, F. HOFFMANN-LA ROCHE AG
2:00 Digital Neurotechnology: A New Frontier for the Brain?• Exploring Neurotechnology 101: What are its implications for Pharma?• Case Studies: Fluid intelligence training, visual-restoration therapy,
Computerised C-CBT• Brain-computer interfaces, neuromarketing and other emerging
technologies• Opportunities for Pharma in assessment, prevention and therapeuticsJamie Wilson, Platform Director at SHARPBRAINS
2:45 Mid-Afternoon Break, Plenary Sessions Resume
3:00 Group Panel: What Form Does Twitter Success Take for Pharma?Twitter has evolved into an essential tool for any business to communicate with its customers. In healthcare, Twitter is used for a variety of reasons to meet populations with different needs. This panel explores:• How Twitter can be used to reach different types of users• Case studies where Pharma utilized Twitter for communications with patients, doctors, journalists and politicians• Boehringer Ingelheim’s approach to Twitter• Overarching strategy (Twitter isn’t a strategy, it’s a tactic)Panelists:John Pugh, Director, Online Communication, BOEHRINGER INGELHEIMDuncan Cantor, Government and Public Affairs Manager, BOEHRINGER INGELHEIMVeronica Johow, eMarketing Manager, ASTRAZENECASabine Kostevc, Head of Corporate Internet and Social Media, F. HOFFMANN-LA ROCHE AG
3:45 Effectiveness of Using Digital Assets to Launch and Grow a Personalised Medicine• Challenges and learnings in implementing a digital strategy to support drug-diagnostic launch and growth• Case studies on online presence and smartphone application to educate and train new customer groups• Global vs country- where does digital live• Getting buy-in and tackling the ROI question• Global vs. country – where does digital live?Ansar Jawaid, Global Brand Diagnostics Manager, Global Marketing, ASTRAZENECA
4:30 “UNCONFERENCE” SESSION BEGINS“Future Forces impacting Healthcare”• Which future forces will influence healthcare over the next 10 years?• How is the industry responding to these challenges?• Real examples from Pharma and beyond
5:30 Event Concludes
Sponsorship & Exhibiting OpportunitiesDo you want to spread the word about your organization’s solutions and services to potential clients who will be attending this event? Take advantage of the opportunity to exhibit, underwrite an educational session, host a network-ing event, or distribute promotional items to attendees. ExL Pharma will work closely with you to customize a package that will suit all of your needs. To learn more about these opportuni-ties, please contact: Jayson Mercado Director of Business Development(212) 400-6236 [email protected]
2MAin ConferenCe: DAy TWo Tuesday, 29 March
UnConferenCe session
SharpBrains’ mission is to pro vide inde pen dent, research-based infor ma tion and guid ance to nav i gate the grow ing cog ni tive and brain fit ness market. SharpBrains is based in San Francisco.
TRACK A: New Media and the Organisation TRACK B: Multi-Channel eMarketing
For every three simultaneous registrations from your company, you will receive a fourth complimentary regis-tration to the program (must register 4), a savings of 25% per person.
Can only send three? You can still save 15% off of every registration.
To find out more on how you can take advantage of these group discounts, please call 212-400-6240
*Discount offers may not be combined* All discounts are taken from the standard rate
Make checks payable to ExL Events, Inc. and write code P627 on your check. You may also use Visa, MasterCard, Discover or American Express.
Payments must be received by 14 March, 2011.
**Please note that there will be an administrative charge of €300 to substitute, exchange and/or replace atten-dance badges with a colleague occurring within five busi-ness days of any ExL conference.**
MEDIA PARTNERS:
Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker cancellation, every effort to find a suitable replacement will be made.
* The opinions of this faculty do not necessarily reflect those of the companies they represent or ExL Events, Inc.*
Cancellations:
If you need to cancel your registration for an up-coming ExL conference, please note the following policies derived from the Start Date of the event:
Four weeks or more: A full refund (minus a €95 processing fee), or a voucher to another ExL event valid for two years from the voucher issue date.
Four weeks or less: A voucher to another ExL event valid for two years from the voucher issue date.
To receive a refund or voucher, please fax your request to 888-221-6750.
Conference registrations may be transferred to other colleagues in the event you are unable to attend.
To receive a refund or voucher, please fax your request to 888-221-6750.
*ExL Pharma’s liability is limited to the confer-ence registration fee in the event of a cancel-lation
Fees and Payments for 3rd Digital Pharma Europe
Early Bird PricingPricing Before 11 February, 2011
Conference + Workshop €1795
Conference Only €1595
Standard PricingPricing After 11 February, 2011
Conference Workshop €1995
Conference Only €1795
To Register:212-400-6240
212-400-9408
www.exlpharma.com/digitalpharmaeurope
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