SNEAK PREVIEW
Delivering the Promised ROI
A special section brought to you by
Connecting Digital Innovation,
Evolving Business Models, and Customers
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8th Annual Digital Pharma East | October 21-24, 2014 | Philadelphia
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Sneak Preview | October 21-24, 2014 | Digital Pharma East
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S e p t e m b e r 2 0 1 4 | S p e c i a l S e c t i o n | E x L P h a r m a
igital Pharma East (DPE) is a conference dedicated to all disciplines involved in digitalmarketing. As the life sciences industry continues to take a global approach to its digi-
tal platforms, the Digital Pharma Series is evolving, and expanding into new regions such asChina, Europe, and Latin America. We are excited to support the industry’s transformationwith leading-edge content and live events that provide actionable insights into new digitaltools; as well as best practices to meet legal requirements, mitigate risk, and demonstrate ROI.A more global approach creates a need to identify core competencies, capabilities, skill sets, andthe ability to develop a strategy that aligns differing geographic regions, yet is flexible enoughto accommodate various regulations. is evolution requires life sciences companies to changetheir business models to support cross-divisional alignment and collaboration.
is sneak preview at DPE provides a sample of the topics and discussions that will be apart of this year’s conference. You’ll hear directly from key speakers and panelists about theirsessions and the discussions they are looking to engage in while at the conference.
ANtHONy LEE, PHDGlobal Capability Development DirectorAstraZenecaPharma Keynote: Big Data—A Digital Age
Paradigm Shift in the Making
ere is a tremendous amount ofdrug-related information readilyavailable to patients, caregivers, andhealthcare providers (HCPs).Health-related information is continually being generated, however the information is not
always high quality and often is inaccurate and mislead-ing. Patients and HCPs are embarking on informationjourneys that profoundly influence care and outcomes.
“Big data represents a paradigm shift in under-standing how patients, caregivers, and HCPs consumeinformation,” says Anthony Lee. “To successfullyleverage big data, enhanced analytics capabilities areneed to ensure appropriate information (ie, condition,phase of disease, gender, age of patient) is delivered atthe right time.”
“Life sciences companies have an important role increating and providing useful information to patients,caregivers, and HCPs,” Lee says. “e industry needsto take a more consumer-oriented approach in how itunderstands the patient and HCP journey and theirinformation needs and desires at specific times.”
Lee will share best practices on how to bridge thegap between the growing volume of data and thesnail-paced growth in innovative analytics capabilities.
MALCOLM BOHMPresident & CEO, Liquid GridsSocial is the New DTC
e life sciences industry is shifting toward digital and patient-directed marketing andplacing less emphasis on health-care provider marketing. In May2014, Liquid Grids conducted asurvey of how social media is
used by healthcare consumers. e survey showedthat 85% of respondents would publicly sharetheir health experience on social media and that80% of respondents share news articles abouthealth. Additionally, 30% of all respondents hadshared a personal health experience in the lastthree months.
“Our research has shown a correlation betweenhealthcare and social media use,” states MalcolmBohm. “e results of this survey further under-score how social is becoming the new DTC.”
As a part of this session, Bohm will review theopportunities to engage in social media activities, aswell as review the current regulatory landscape andpolicies, and share examples of social media successes and failures.
SNEAK PREVIEW
Delivering ROIConnecting Digital Innovation,
Evolving Business Models, and Customers
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How Computing Will
Change Everything — Again
Keynoteomputing is transforming all industries. “ In the next decade wemust expect as much disruption in healthcare, transportation, re-
tail, and other sectors as we have seen in media and publishing in thelast 30 years,” says Steve Brown, Chief Evangelist & Futurist at Intel.Brown advocates that disruption results from three major, ongoingtrends in computing including:Small — Computing will get much smaller and cheaper, enabling every
object to become smart, connected, and sensing. Intelligent wearables are constantly gath-ering information, which builds a picture of a patient. In the future, providers will initiateinteractions with patients based on information gathered through intelligent wearables.Big — Vast computers will process and refine data to create valuable insights and solvepreviously intractable problems. Patient information can be turned into wisdom if it isgathered and processed. In healthcare, giant computers will recommend individual treat-ment plans based on crunching vast amounts of data on peoples’ genetics, microbiome,exercise and nutritional patterns.Natural — Computers will see and understand the world, and communicate with us inways that are natural to us. is will allow robots to inhabit the same space as humans in asafe manner. In healthcare, this could translate into robots taking on some caregiving roles.
“Computing is going to radically change the healthcare landscape,” says Brown. “In-creased computing power will provide tools to improve outcomes, reduce costs, andincrease quality of care. We can’t continue to do healthcare the way it has been done in thepast—it isn’t scalable—we need to use technology to do things differently.” Big disruptionand change will provide opportunities for innovators, and for those who lag, serious threats.
Brown will share insights and examples of these small, big, and natural trends from var-ious industries, and will demonstrate how some smart products will be used to deliverservices that can lead to transformative experiences. Learn more about the future of digi-tal innovation and how it can solve healthcare challenges.
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Digital Pharma East | October 21-24, 2014 | Sneak Preview
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E x L P h a r m a | S p e c i a l S e c t i o n | S e p t e m b e r 2 0 1 4
AKASH PAtHAKDirector, Digital Strategy, MarketingCommunications, AbbViePanel: Digital Marketing and Customer-
Centricity in Pharma: How is the Customer
Actually Being Put in the Center of Strategy?
Marketers are focusing on deliveringvalue to patients, and they are start-ing with understanding the patientexperience—what they experience,the information they seek, how theywant to receive information, andwhat patients expect.
“For patient-centered strategies and tactics to suc-ceed, we must use multi-channel digital approaches,”says Akash Pathak. “ese approaches allow us to tai-lor content to patient needs, deliver content alignedwith the appropriate channel, and to create synergiesamongst channels to better support patients.”
“Multi-channel approaches are gaining momen-tum, and they require new regulatory expertise andinternal approval processes,” Pathak continues. “ebenefit is building better and more integrated campaigns. I’m interested in integrating mHealth intomulti-channel approaches. e opportunity is in de-veloping programs and services that ‘wrap around’mHealth devices to support patients beyond the treat-ment, and how these programs improve patientoutcomes.”
Pathak is participating in a Panel Discussion atDigital Pharma East that will discuss how digital mar-keting enables life sciences companies to put patientsat the center of their marketing strategies.
PEtER JUStASONDirector, eMarketing, Purdue PharmaPanel: Digital Marketing and Customer-
Centricity in Pharma: How is the Customer
Actually Being Put in the Center of Strategy?
e Internet is an integral part ofphysicians’ practices as it allowshealthcare providers (HCPs) toaccess up-to-date treatment andproduct information, and payerguidelines. As HCPs’ practicesevolve, their use of online re-
sources is expected to increase.“We are seeing a continual rise in the importance
of digital marketing for HCPs,” says Peter Justason.“Along with this investment is a shift away frompromotional spending on broad awareness to moretargeted HCP tactics. Media outlets that engageHCPs are highly sought after, and it’s important towork closely with your media buying team to ensuremedia purchases with the most impactful outlets.”
Justason is on a panel that will discuss how digital marketing puts the customer at the center ofmarketing efforts.
GREGORy LIEFSenior Director, Global Commercial Excellence & Operations, Biogen IdecPharma Keynote: Weaving Digital, Patients,
Marketing, and Launch Excellence into a
Successful Global Commercial Strategy
As therapeutic areas are morecomplex and crowded, it is important to integrate and aligncompany efforts to communicateeffectively with key stakeholders.More than ever, marketing excel-lence, innovation, and an aligned
global commercial strategy are necessary for success. “Technology expands the channels customers
utilize, and it is critical to weave together initiativesto deliver appropriate information, to the right people, when they need it, through the right channels,” says Gregory Lief. “To ensure a successfulglobal commercial strategy, life sciences companiesmust integrate their internal teams and organizational structures to meet the evolving needsand expectations of customers, which often don’talign with traditional company organizational structures.”
At DPE, Lief will provide best practices on integrating marketing and launch excellence, with acustomer focus through digital technology and innovation.
Enhance Efficiency and Maximize
your technology Investment
Mobile Dayoin UTeng Cheang, Manager, Mobile Marketing at AstraZeneca,and Bob Cannan, Founder and CEO at Eagle Productivity Solu-
tions, for a full-day dedicated to the state of mobile technology in thelife sciences industry today.
“Change is constant and it seems we're always running to keep upwith the latest tools, trends, and technology,” says Bob Cannan. “Wehave greater opportunities than ever before to engage our customers.But our people must drive the technology, not the other way around.”
“Additionally, we need to bring value to patients along their journeyand when and where they choose. Life sciences companies can supportthe connection between patients, HCPs, and health networks, and mo-bile tools are uniquely capable of creating this connection.”
Bob and UTeng will be joined by Jay McMeekan, Director ofGlobal Business Technology Strategy at Bayer. ey’ll provide a fresh
perspective on keeping pace with rapidly evolving mobile and productivity tools and max-imizing CRM in your digital strategy. UTeng will share innovative ideas onpurpose-obsessed design, such as walking in the shoes of users. UTeng will also discusshow to glean insights that can provide the seed idea for a new asset.
ey will be joined by experts in eDetailing, HCP multichannel marketing, mobile en-gagement, brand apps, and compliant content delivery. For all things mobile, and the stateof digital in life sciences today, Digital Pharma East is the place to be!
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The Audience
63%20%
16%
35%13%
12%
21%
19%
1%
By Industry:
Pharma/Biotech/Biopharma/Medical Device
Digital/Technology Solutions
Agencies
Consultants
By Level:
Director
Manager
VP/SVP
C-Level
Other
Sneak Preview | October 21-24, 2014 | Digital Pharma East
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ERIK DALtONVP, Operations, HealthcastsCommunicating Through the Physician Voice:
Engaging HCPs on Their Terms
e current industry standard forengaging physicians online is passive, one-sided, and often aone-off interaction. “e current physician online interaction model measures engagement as a specific number
of physician impressions, opens, visits, and clicks,”says Erik Dalton. “ese interactions have no realimpact in helping physicians improve patient outcomes. Concentrating on topics most relevant to physician practice, the patient populations they aretreating, and the rapidly evolving world of healthcareis increasingly crucial for success. “Delivering contentthat cultivates a conversation and informs patient caredecisions creates the ideal environment for industrymarketers to align their messages with the practice andpatient care needs of physicians,” Dalton continues.
As a part of this session, Dalton will share insights on how to leverage online educational resources to create value and drive true engagementwith physicians, and how to foster ongoing physician discussions.
BARBARA SOLOMONDirector, AcquiaTrack D: Digital Transformation and
The Business Model
Gartner has been predicting thatCMOs will spend more on ITthan their CIO counterparts.Digital marketers lead the way ofwhat Gartner calls the digitaliza-tion of business. “Digital sits atthe core of all modern business
processes, disrupting everything—commerce, campaigns, customer service, employee engage-ment, and more,” says Barbara Solomon.
Barbara is the Chair for the Digital Transforma-tion & e Business Model track. is morningtrack of sessions tackle critical business operationstransformations needed to meet consumer demandsin the life sciences industry. e panel will discusshow to optimize digital content across tactics, the re-birth of search marketing, as well as case studies onhow to institutionalize innovation in your organiza-tion, and best practices for managing global teamsto ensure productivity and global compliance.
e closing roundtable features senior leaders sharing insights on how to overcome barriers forcross-divisional alignment to meet business objectives.
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Digital Pharma East | October 21-24, 2014 | Sneak Preview
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E x L P h a r m a | S p e c i a l S e c t i o n | S e p t e m b e r 2 0 1 4
IDO HADARICEO, treatoDriving Pharma Success in a New
Consumer-Driven Healthcare Environment
Through Social Health Analytics
e proliferation of technology issupporting the rise of the “empow-ered consumer” through onlineaccess to healthcare information,education, communities, and per-sonal tracking tools. 72% of USadults go online for health informa-
tion and additional research shows increasing numbersare sharing their personal health experiences online.
“Consumers are more empowered and involvedin making treatment decisions than ever,” says IdoHadari. “Patients are connecting with others managing similar disease states through Facebookand patient forums. ey are not afraid to ask ques-tions or even second guess their physician’s advice.”
Life sciences companies are seeking ways to be pa-tient-centric, raise awareness of treatments, anddemonstrate value in this environment. e use ofbig data analytics technologies leverages informationpatients are sharing online to generate insights thatcan guide strategic decision-making. Hadari will dis-cuss the opportunities and challenges in finding theseinsights, describe how big data is helping life sciencescompanies be more patient-centric, and how socialmedia analytics serves the continuum from clinicaldevelopment to marketing to product development.
JAy GOLDMANManaging Director, Klick HealthFirst Round Draft Picks: Social Media
Landscape Post Guidance
e draft FDA social media guidance is out, and a lot MAYchange. “e industry was pleas-antly surprised by how permissivethe FDA draft guidance turnedout to be,” says Jay Goldman.“ere are some questions that
will hopefully be sorted out in the final guidance.”“It’s important to note that these are all clearly
labeled ‘draft’ guidances and should not be imple-mented by anyone until the final ones have beenratified,” says Goldman. “Now is the time to start ed-ucating your colleagues about how the industry willbe able to conduct itself in the social media world.It’s also a good time to begin planning activities to beimplemented once the final versions arrive.”
Goldman will provide an in-depth review of thedraft FDA social media guidances dealing with reporting, user-generated content, space-limitedchannels, and correcting third-party misinformation.He will also look at the best work in the life sciencessocial world on Facebook, Twitter, and YouTube.
JAy DENHARt-LILLARDBrand Manager — Innovative CustomerExperience, Eli LillyCase Study: Solution Design in the Workflow
(and “Lifeflow”) of your Customer
In the ever-evolving landscape ofhealthcare, we must understandthe needs of patients and health-care providers (HCPs) if we areto provide solutions that cansolve real problems for them.
Learn about Denhart-Lillard’sinnovative approach to identifying, developing, anddeploying powerful solutions to meet importantcustomer needs for Lilly’s brands. He will share hishuman-centric view of digital pharma opportunitiesthat can help solve your customers’ challenges.
At Digital Pharma East, Denhart-Lillard, willdiscuss how the context of various customers andstakeholders is informed by how they work andlive. He will also share how to uncover customerneeds, find a new respect for patient and HCPworkflow (or lifeflow), and confirm audience be-havior in order to change how we design and bringnew solutions to customers.
thinking Outside the Black Box
Social/Innovation Dayoin Shwen Gwee, VP/Group Director at Digitas Health, for a full-day dedicated to interactive discussions around the execution of social
media and innovation initiatives within life science companies, includingdiscussions with the major social media platforms and case study discus-sions from pharma/biotech/device companies, as well as other sectorsthat excel in digital innovation and customer engagement.
“is is an exciting time for the industry,” Gwee says. “Forward-thinking marketers are driving a more strategic approach to social media and innovationplatforms and they are including it as a part of an integrated marketing plan. At the sametime, the industry is getting more comfortable with social media platforms and extendingthe implementation beyond corporate communications to unbranded and branded cam-paigns. Life science companies are going beyond the pill, as they realize the need to engagewith patients to creatively include them as key stakeholders and co-creators when design-ing solutions to meet their needs across the patient journey.”
Social/Innovation Day is a high-energy and interactive day. It will showcase healthcareteams within major social media platforms (eg, Google, YouTube, Twitter, Tumblr,LinkedIn) and best practice discussions on how they are working with the industry withinthe regulations. Additionally, it includes industry organizations that have embraced andimplemented social media and other innovative platforms and tactics to engage their cus-tomers, develop brand loyalty, and drive key business objectives. We’ll share detailedinsights into how these platforms can be leveraged by the industry and how companies inother sectors are leading the way.
is is a forum for marketing leaders who believe life sciences companies can, andshould, drive their marketing programs with innovative social tools. Attendees will meetleaders from various social media and life sciences companies that have successfully im-plemented innovative social programs.
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Fast FactsWhy we are the LEADING
and LARGESt life sciences
marketing event globally:
700+ Attendees
100+ Senior-Level Life
Science Speakers
50+ Keynote
Presentations, Case
Studies & Panel
Discussions
15+ Unparalleled
Dedicated Networking
Opportunities through-
out the entire 4 days
Unique Perspectives
from Experts across life
sciences AND outside
of the sector
Digital Pharma East | October 21-24, 2014 | Sneak Preview
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ROB REBAKChairman and CEO, qualityHealthPanel: Patient Targeting in Pharma
Drug approvals are increasinglyconcentrated in specialty cate-gories, there is pressure toenhance patient outcomes, andformulary coverage is more re-strictive. ese trends drive theneed to leverage patient targeting
strategies for conversion and adherence initiatives.“e technologies and knowledge that enable
patient targeting are developing fast,” says RobRebak. “Before $100MM was needed to reach200MM people, of which less than 1% would beon target. If done correctly, marketers spend far lessto reach the same audience in more effective, reli-able ways.”
“e job of the marketer is changing,” Rebaksays. “Marketing is getting the right patients to cor-rectly take your drug. e environment isdata-heavy, multi-channel, and ROI-oriented in arapidly changing healthcare landscape with greaterhealth consumerism. Marketers must engage theright patients with great content and value to de-liver performance.”
Rebak is moderating a panel who will discussovercoming hurdles in patient targeting, unique en-gagement models, and the potential of point of careto emerge as a channel.
BEN WOLINCo-Founder & CEO, Everyday Health Inc.Future Trends in Digital Marketing
ere is great demand to engagedifferently with consumers…tohelp them through crisis and conditions, health starts and start-overs, life changes and changes inlife.
“In the future, healthcare willbe continuous and connected care that requires informed decision-making and identifying risks before they happen,” says Ben Wolin. “Healthcarewill require daily monitoring and adjustments basedon the patient. Life sciences companies will need tomarket to the right person, at the right time, withthe right message, and prove their marketing driveshealth outcomes.”
“As more data are gathered, consolidated, andaggregated, there is an opportunity to tailor thedelivery of content and tools and to create moreimpactful engagement,” Wolin continues. “Ulti-mately this will lead to improved healthoutcomes, empowered patients, and enableproviders to contribute to lower cost and more in-clusive healthcare.”
Wolin will share his insights on big data andhow to utilize data insights to drive not just bettermarketing outcomes, but a future where those efforts lead to improved health outcomes.
FROM tHE CHAIR
Digital Pharma Easthairing the 8th edition of Digital Pharma East is Joe Shields, who leads global multi-channel marketing at AstraZeneca.
“We are making tremendous progress in using digital tools to solve our customers’ and or-ganizations’ problems,” says Joe Shields. “e industry is trying new things to reach andinteract with customers, including mobile, social, and online networks. Even personal sellingis benefitting from digital tools that enable better call planning, focused yet flexible discus-sions, activity tracking, and multi-channel follow up. e way we conduct business in the life
sciences industry is evolving rapidly and I’m hopeful that we can move on and drop ‘digital’ from phrases suchas, ‘digital marketing,’ ‘digital business solutions,’ and ‘digital strategy.’
Leaders transforming the industry’s marketing practices, face several key challenges in enhancing digital plat-forms. e first is the rapid speed with which customers’ needs are changing.
“Customers expect the life sciences industry to keep up,” Shields says. “ere are unlimited opportunities forus to learn from consumer companies such as Apple, Amazon, and Zappos. Second, we need to ensure reliablesources of high-quality data for which we have permission to use. Data is the fuel that drives many systems inthe life sciences industry, from finance to marketing to clinical trials to customer service. Data is much morevaluable when it’s digital—it scales cheaply, travels faster, and interacts with other data and systems effortlessly.”
Digital Pharma East is the opportunity for forward-thinking marketers to get together and share perspec-tives and best practices; as well as support one another to overcome inevitable setbacks.
“We have a wide variety of speakers representing different perspectives and disciplines that make up digitalmarketing,” says Shields. “I hope attendees will come to DPE ready to engage with each other and the speakers.”
At this highly interactive event everyone is encouraged to ask questions and contribute to the Twitter con-versation using the #DigPharm hashtag.
Take AwaysAttendees will leave the
event with UNIqUE
PERSPECtIVES from experts
across the life sciences
industry and outside the
sector.
Be prepared for a
radical change in
healthcare the next
decade
Increased computing
power will provide
new tools that increase
outcomes, reduce costs,
and improve quality of
care
Gain best practices for
working with social
media platforms to
engage customers and
develop loyalty
Insights on the impact of
the draft FDA social
media guidance
Latest updates on all
things digital in the life
sciences industry
Expand your peer
network of marketing
professionals
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