EXL Pharma's 4th Digital Pharma East Conference Brochure

Digital Pharma East

Annu

al4th

October 18-21, 2010Hyatt at the BellevuePhiladelphia, PA

ACORDA THERAPEUTICS

AMGEN

ANIMUS CORPORATION (a JOHNSON & JOHNSON Company)

ASTRAZENECABAYER HEALTHCARE PHARMACEUTICALSBAUSCH & LOMB

BOEHRINGER-INGELHEIM

CENTOCOR ORTHO BIOTECHDAIICHI SANKYOESSENTIAL PHARMACEUTICALS

JOHNSON & JOHNSON

LILLYMEAD JOHNSOHNMEDIMMUNETEVA SPECIALTY PHARMACEUTICALS

Register by

September 3rd for

MAxIMUMSAVINGS!

To Register | Call 866-207-6528 | Or Visit www.exlpharma.com/digitalpharmaeast

Our Faculty of Thought Leaders will include:

Other Featured Companies Include:

Bryan Vartabedian, MD Pediatric Gastroenterologist

TExAS CHILDREN’S HOSPITAL Assistant Professor

BAYLOR COLLEGE OF MEDICINE (Co-Chair)

Shwen Gwee Digital Strategy & Social Media Lead

VERTEx PHARMACEUTICALS (Co-Chair)

Doc Searls Co Author

THE CLUETRAIN MANIFESTO

Ian Morrison Futurist and Author

HEALTHCARE IN THE NEw MILLENNIUM

Proudly Presents

One day program on Oct 21:

“ Mobile Pharma”

Be A Part Of The Flagship Event That Started It All!

Ian Talmage Senior Vice President, Marketing

BAYER SCHERING PHARMA

Alisa Lask Executive Director Global Marketing

BRISTOL-MYERS SQUIBB

Gigi Peterkin Associate Director of Interactive Media

ASTRAZENECA

Bob Garfield Consultant; Columnist of 25 Years,

ADVERTISING AGE Author, The Chaos sCenario

Sponsors:

Top Five ReasonsWhy Digital Pharma Needs to Be on Your Schedule:

The event’s four year history and global success attracts the most Pharma marketers, thereby maximizing your networking opportunities

We have assembled the largest Digital faculty ever with over 60 speakers across 4 conference streams allowing you to tailor your own agenda!

Last year’s event was a sensation, earning overwhelming critical praise from attendees and industry media

This remains the ONLY event of its kind to adopt “UNCONFERENCE” parameters into the framework of the event

Over 1,000 Industry Professionals have attended Digital Pharma events since 2007!

Page 2 To Register | Call 866-207-6528 | Or Visit www.exlpharma.com/digitalpharmaeast

Digital Pharma’s mission is to provide a groundbreaking, interactive forum for marketers and other relevant audiences to explore engagement of the online communications revolution.

Mission Statement

• Marketing• Digital Marketing• Brand Management• Product Management

• Integrated Solutions• Advertising & Promotion• DTC Marketing• eDetailing

• ePromotions• eBusiness• Information Technology• Regulatory Affairs

We are also very pleased to introduce—for the first time—a physician co-chair for Digital Pharma. We think that this is representa-

tive of the evolving role of the MD in new/social media and it highlights the importance of

viewing healthcare from a holistic point of view. We hope that this adds an exciting new

dimension to the dialog and perspective of this year’s meeting.

This program is also of interest to:Agencies, consultants, and organizations that specialize in Pharmaceutical Interactive Marketing

Who Should Attend?This conference is designed for pharmaceutical, biotechnology, specialty, generic, medical device, and other healthcare colleagues whose responsibilities include:

Welcome to ExL’s 4th Annual Digital Pharma East! The event has expanded beyond the East Coast into a global series that includes conferences in Europe and the West Coast. We are also excited to announce that the event is coming to South America later this year (November 2010 in Buenos Aires). Digital Pharma is now a global se-ries with our East Coast annual conference remaining its flagship event.

This year we’ve once again assembled many of Pharma and healthcare’s most pro-gressive thinkers and “do-ers” for a four-day event that will keep you up to date with the latest issues in new and social media, e-marketing, and other digital trends relevant to the industry. Additionally, we are also very pleased to introduce—for the first time—a physician co-chairing the proceedings. We believe this is representative of the evolving role of the MD in new/social media, and it highlights the importance of viewing healthcare from a holistic point of view. We trust this will add an exciting new dimension to the dialogue and perspective at this year’s conference.

As Pharma continues to cultivate its presence online, regulation remains an active concern. We’ve addressed this with the inclusion of compelling content on this cru-cial area, such as a current look at the FDA’s latest activities regarding the regula-tion of Social Media. Last year, we experimented with the inclusion of certain “un-conference” elements, receiving very positive feedback and support for continuing with this format, which encourages attendees to play an interactive, engaging, and highly participatory role. Because of this, we will strive to further expand the use of more unconference principles and practices at this year’s meeting. We’re very excited about this year’s program and we look forward to seeing you in Philadelphia this fall!

Best Regards,

Digital Pharma East 2010

Advisory BoardAlisa Lask, Executive Director, Global Marketing, Virology, Bristol-Myers Squibb

Andy Levitt, CEO, HealthTalker

Ariff Quilli, Senior Vice President, Vibrant Media

Brad Pendergraph, Manager, Multi Channel Marketing, Novartis

Bryan Vartabedian, MD, Pediatric Gastroenterologist, Social Media Enthusiast (Co-Chair)

Chris Campbell, Product Director, Digital Marketing, Animus Corporation, a J&J Company

Debjani Deb, Managing Partner, Empower Research

Eileen O’Brien, Director, Search & Innovation, Siren Interactive

Ellen Hoenig Carlson, Founding Partner, AdvanceMarketWoRx LLC

John Gardner, President and CEO, Integrative Logic

Jonathan Richman, Director of Social Media, Bridge Worldwide

Kevin Brown, Brand Leader Oncology Business Unit, Lilly

Kevin Nalty, President, Nalts Consulting

Lance Hill, CEO, Within3

Mark Miller, Senior Vice President, Strategic Services, Digitas Health

Natalie Quilici, Associate Director, eMarketing, Women’s Healthcare, Bayer Healthcare Pharmaceuticals

Phil Baumann, CEO, CareVocate

Rich Riddle, Director of Marketing, Sensipar, Amgen

Ryan Berger, Senior Marketing Manager, Amgen

Shwen Gwee, Digital Strategy & Social Media Lead, Vertex Pharmaceuticals (Co-Chair)

Steve Woodruff, President, Impactiviti

Vrinda Deval, Director, Business Development & Sales, Empower Research

Zoe Dunn, Principal, Zoe Digital Consulting

Dear Colleague,

Shwen GweeShwen Gwee, Digital Strategy & Social Media Lead, Vertex Pharmaceuticals Co-Chairman

Bryan Vartabedian Bryan Vartabedian, MD, Pediatric Gastroenterologist, Texas Children’s Hospital, Assistant Professor, Baylor College of Medicine, Co-Chairman

To Register | Call 866-207-6528 | Or Visit www.exlpharma.com/digitalpharmaeast Page 3

What is an “Unconference”?Digital Pharma East 2009 captured the imag-

ination of the industry by featuring sessions

that adapted an Unconference format. The

Unconference breaks down principles of con-

ventional meetings by fostering a collabora-

tive, non-didactic approach. In this new era

of digital communication this structure is ap-

propriate and necessary. Come join us at this

year’s event and experience the elements of

social media put into action - helping all par-

ticipants become better communicators.

Sponsorship & Exhibiting Opportunities

Do 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 networking 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 opportunities, please contact:

Jayson Mercado, Director of Business Development(212) 400-6236 | [email protected]

Get Digital Pharma Conference Materials In The Palm Of Your Hand With The Digital Pharma Mobile App!Mobile access to all the conference materials including:

One can see from this program that Digital Pharma provides a best in industry agenda featuring thought leaders from top pharma companies and agencies…but keep in mind that the event will feature the best networking opportunities you will find anywhere. These will include a series also of exciting events and receptions specially designed to help you meet the people you want to meet.

Mobile App provided by:

Official Mobile Partner of Digital Pharma

You’ll receive download instructions upon registering!

• Conference Agenda and Presentation Information

• Speaker Bios• Networking Event Details

• Sponsor and Exhibitor Information• Registration Info• Hotel Information

SpecialEvents at Digital Pharma

Networking Events Every Day Including:

In addition there will be several private, invite-only breakfast, lunch and dinner meetings scheduled over the course of the 4 days. Be on the lookout for invitations!

If you are interested in hosting a cocktail reception or a breakfast, lunch or dinner meeting please contact Jayson Mercado at 212-400-6236 or [email protected]

October 19th, 2010 Networking Cocktail Reception

October 20th, 2010 Networking Cocktail Receptionhosted by:

hosted by:

Discover true grandeur, unrivaled style and service at our iconic downtown Philadelphia hotel. Situated on the famous Avenue of the Arts, Hyatt at The Bellevue (formerly Park Hyatt Philadelphia at the Bellevue) blends old-world architecture with modern amenities. Unwind in our luxuriously oversized guestrooms with posh amenities. Allow our European-style, Concierge to personally recommend and make arrangements at top restaurants, shows and events. Dine at XIX (NINETEEN) atop our Philadelphia luxury hotel, with sweeping city views. Peruse world-class shops within our landmark building. Work out in our remarkable 93,000 square foot health club. See why this elite Center City Philadelphia hotel has earned the Hyatt distinction.

Reservations must be made before Friday, September 24th by calling 215-982-4900. Requests received after the reservation cut-off date may be accepted on a space available basis at the ho-tels prevailing rate.

Venue Information

Hyatt at The Bellevue200 South Broad StreetPhiladelphia, PA 19102 US

Phone: 215-982-4900Fax: 215-982-4922

This half-day Executive Forum is an invitation-only opportunity to brainstorm solutions for current Digital Marketing and Communication challenges. Limited to 12 attendees, this industry-only working group will pre-select topics for focus from the following areas: social media, eCRM, integrated digital marketing techniques, alternative digital channels, etc. The session will run from 8:30 am to 12:30 pm.

Please email [email protected] for your opportunity to be included in this special session!

Breakfast Executive RoundtableOctober 21st, 2010

9:00 am - 12:00 pm


8:30 Co-Chairpersons’ Welcome8:45 Patient as Marketer keynote Lessons from My Journey: From Marketer to Patient and Back Again BAYER SCHERING PHARMA9:30 PHysiCian keynote Twitter MD – What You Need to Know about Doctors and Social Media BAYLOR COLLEGE OF MEDICINE10:15 Networking & Refreshment Break10:45 Cluetrain keynote How Can Buyer Reach Exceed Seller Grasp? Co-Author, THE CLUETRAIN MANIFESTO11:30 The Role Of Exceptional eMarketing From A Brand Leader Perspective LILLY12:15 Luncheon for Conference Attendees

9:00 WorksHoP a

Using Web 2.0 in a Regulated Environment and Create Roadmaps for Social Media ImplementationAMGEN

9:00 WorksHoP B

Social Media: How to Do It: an AstraZeneca Case Study ASTRAZENECA

Agenda AT-A-GLANCE

MAIN CONFERENCE – DAY ONE: Tuesday, October 19th, 2010

1:30 Lessons Learned from Seven Years at Intel and How They Have Been Applied to My Work at Amgen AMGEN

1:30 Minimizing Fulfillment And Adherence Challenges In An Ambulatory Setting Where Patients Have Multiple Provider Contacts AMGEN

1:30 Pharma Twitterama II: Tweeting Under the Twinfluence :-) VERTEX PHARMACEUTICALS

1:30 A Panel of ePatients Discuss Key Issues that Affect their Lives, Relationships and Treatment

2:15 Enterprise 2.0 in Practice: True Stories of How Web 2.0 Can Help Your Internal Innovation Process

2:15 HCP Panel Discussion: Mobile Messaging to Healthcare Providers (HCPs) PHYSICIANS INTERACTIVE

2:15 Six Steps to Becoming a Social Brand RAZORFISH HEALTH

2:15 Quality Health Presentation

3:00 Networking & Refreshment Break 3:00 Networking & Refreshment Break 3:00 Networking & Refreshment Break 3:00 Networking & Refreshment Break 3:30 What Happens When I Get Home:

How to Gain Buy-in and Adoption of eMarketing Strategies DAIICHI SANKYO

3:30 Engagement for Niche Brands - Collaborating with Patient Organizations and Establishing Trust with e-Patients SIREN INTERACTIVE

3:30 What High School Politics Can Teach Us About Social Media DIGITAS HEALTH

3:30 Exploring Online Advocacy for Childbearing Women, with an Emphasis on Patient-Centered Care and Evidence-Based Practice LAMAZE INTERNATIONAL

4:15 PANEL: From Hype to Substance: Social Media as Just One Component of an Integrative Digital Marketing Plan

4:15 Engaging Physicians Through Online Social Media to Ensure Use and Interaction WITHIN3

4:15 Ensuring Social Media Is Part Of An Integrated Marketing Campaign BOEHRINGER INGELHEIM

4:15 Case Study: Developing a Digital Marketing Plan at a Start-Up Pharma Company ESSENTIAL PHARMACEUTICALS

5:00 Unconference Session 5:00 “Talk Show” Style Interview With Dr. Berci Mesko and Mark Senak, SVP, Fleishman Hilliard

5:00 PANEL: An Up to the Minute Q4 2010 Assessment of What Issues Remain in Pharma’s Use of Social Media

5:00 Unconference Session

5:45-7:00 PM Networking Cocktail Reception Hosted By HEALTHED

8:45 Pharmdamonium: Pharma + Fandom: Understanding the Power of Fan Culture in Healthcare Marketing IOMEDIA

8:45 What Issues Impact Regulatory Decisions About Web And Electronic Promotion? GREYSCALE COMPLIANCE, JOHNSON & JOHNSON

8:45 Social Media Can Teach Us about the Patient Journey HEALTHED

8:45 Social Media Research: Partner with Academia to Improve Outcomes NOVA SOUTHEASTERN UNIVERSITY

MAIN CONFERENCE – DAY TWO: Wednesday, October 20th, 2010

9:30 Enhancing Brand Effectiveness Using A Multi-Channel Approach CENTOCOR ORTHO BIOTECH

9:30 Understanding the Changing Mindset for Pharma Marketers in Order to Put Your Own Programs in Perspective

9:30 Presentation By CADIENT GROUP 9:30 PANEL: The Changing Landscape of Pharma/Physician Relationships

10:15 Networking & Refreshment Break 10:15 Networking & Refreshment Break 10:15 Networking & Refreshment Break 10:15 Networking & Refreshment Break

10:45 Unlocking The Hidden Secrets Of Your Data INTEGRATIVE LOGIC

10:45 “unConferenCe” 10:45 Lessons Learned in Digital Marketing at ANIMUS, a J&J Company

10:45 Commitments Over Campaigns: Lessons Learned in eMarketing that Builds Relationships

12:15 Luncheon for Conference Attendees – Special Address by Bob Garfield, ADVERTISING AGE Columnist and Author, The Chaos Scenario

Plenary Sessions Continue1:30 Futurist Keynote The Future of the Healthcare Marketplace: Life in the Gap and Life in the Game – Ian Morrison PhD, Futurist & Author, HEALTHCARE IN THE NEW MILLENNIUM2:15 Social CRM and Pharma’s Imperative to Engage ASTRAZENECA3:00 Networking & Refreshment Break3:30 The Professional Website’s Emerging Role As A Portal To A Larger Digital Experience ROSETTA4:15 The Physician’s Perspective: Hear From One Of The Most “Wired” MDs In All Of Europe UNIVERSITY OF DEBRECHEN5:00 PANEL DISCUSSION: A Discussion Of eMarketing as a Centralized Function And The Value The Group Brings To The Brand Teams5:45-7:00 PM Networking Cocktail Reception Hosted By HEALTHCENTRAL

8:45 Chairperson’s Welcome

9:00 How Smart Is Your Phone: Leveraging Smartphones To Help With Patient Adherence BAYER HEALTHCARE PHARMACEUTICALS

10:30 Networking & Refreshment Break

11:00 Leveraging Mobile Applications To Extend Reach And Increase The Impact With HCPs ROSETTA

11:45 The Revolution of Mobility Marketing MEAD JOHNSON

12:15 Luncheon for Conference Attendees

1:30 Consumers’ Use Of Mobile Is Rapidly On The Rise And is Increasingly Becoming A Central Part Of Their Everyday Lives-How Can This Power Be Harnessed In Your Communications Strategy? BOEHRINGER INGELHEIM

2:15 How are Physicians Using Mobile Technology and How You Can Connect With Them in This Space

3:00 Conclusion of Mobile Day

5:00 Workshops Conclude- End of Day One

MOBILE DAY: Thursday, October 21st, 2010 MOBILE PHARMA: ONE DAY CONFERENCE

12:00 Luncheon for Workshop Participants

1:15 WorksHoP C

Going Mobile: Innovations & Best Practices EVEO

1:15 WorksHoP D

• Research-Driven Insights “From Keywords to Content: Extend the Power of Search Branding”• Panel Discussion “Making the Case for Digital”• Round Table Discussion “Best Practices for In-text Advertising in Pharma- How Brands Are

Engaging Users Through Content-Driven Advertising”VIBRANT

Stream A Stream B Stream C Stream D

Stream A Stream B Stream C Stream D

PRE-CONFERENCE WORkSHOP DAY: Monday, October 18th, 2010

11:30 Creating Efficient Branding Campaigns Online While Maximizing ROI BRISTOL MYERS-SQUIBB

11:30 unConferenCe session This special concluding session will have the attendees sit around in a circle and have a frank conversation with no pre-planned agenda.

11:30 You Want to Talk About Your Product Where?? Strategies To Successfully Launch Social Media For Your Organization ASTRAZENECA

Group Discussion: Where does Pharma Currently Stand With Regard to The Overall Legal and Regulatory Issues of Digital Marketing?

October 18, 2010 Pre-Conference Workshop Day


1:15 Vibrant, a world leader in contextual advertising solutions and next generation hyperlinks, is pleased to present a Master Class Workshop as part of the Digital Pharma East Conference. In partnership with leading industry experts, we’ve designed a highly interactive and informative Workshop around three core areas of focus:

Workshop A

Workshop B

Workshop C

Workshop D

research-Driven insights “from keywords to Content: extend the Power of search Branding”• Gain insights into the hot topics of online search, branding and

user-experiences from the industry-leading research house, comScore.

• Many brands are only utilizing search for direct response, and as a result, are missing out on strong branding opportunities.

• Search terms must go beyond core brand and product terms to make an emotional connection with the users.

• Brands must do more than refine their keyword strategy - they must employ a solution that bridges the gap between search and display.

• Leading brands showcase how they are extending the reach of their keyword targeted campaigns -- and making a true emotional branding connection with patients & caregivers.

Presenters:Ariff Quli, SVP of Sales & Strategy, HealtH, VIBRANTEli Goodman, Search evangelist, COMSCORE

Panel Discussion “Making the Case for Digital”• Understand why pharma advertisers need to rethink

their media spend and embrace the digital ecosystem, this panel will tackle the following questions:

• Has pharma adapted their media plans since last No-vember’s FDA hearings to discuss the need for social media guidelines? What has changed? What has stayed the same?

• Although pharma advertisers are slowly moving a portion of their traditional media dollars over to digital, are they doing it correctly? How are pharma companies moving the needle?

• What kind of KPIs does digital need to prove it’s just as effective as television?

Panelists:TBD, Panel to be comprised of Industry Leaders

round table Discussion “Best Practices for in-text ad-vertising in Pharma- How Brands are engaging users through Content-Driven advertising”• Review recommended best practices to implement a more

engaging, effective online advertising experience. Key themes include:

• Custom Pharma Units: How Vibrant helped top pharma ad-vertisers create units that specifically meet regulatory and legal requirements.

• MLR Process: How Vibrant protects pharma advertisers from appearing within off label content and Vibrant’s success in achieving approval directly from legal & regulatory boards

• Keyword Strategy: How reaching your audience via in text within content is different than search and how the strategy must change respectively.

Discussions Led by:Ariff Quli, SVP of Sales & Strategy, Health, VIBRANTMichael Frick, Director of Sales, Health, VIBRANTRachel Gordon, Sales Manager, Health, VIBRANT

2:45 30-Minute Networking & Refreshment Break

5:00 Workshops Conclude- End of Day One

9:00 Using Web 2.0 in a Regulated Environment and Creating Roadmaps for Social Media Implementation

Goal: Develop solutions to implement Web 2.0 for better patient care. In this workshop we will explore different models for implementing social media in a highly regulated environment - tapping the benefits of open patient interaction while recognizing the need for regulatory oversight.

• Explore the promise of social media for patients and physicians

• Dialogue: The regulatory challenges of social media for Pharma

• Discuss models for managing social media

• Breakout Session: Teams of 6 create roadmaps for social media implementation and maintenance

•Breakout Presentations and discussion

Ryan Berger, Senior Marketing Manager, AMGEN

9:00 Social Media: How to Do It: an AstraZeneca Case Study

• Best practices in building a social media program from the ground-up (30 min) o Getting started and knowing pharma’s operating environment o Considerations of social media in a heavily regulated environment o Internal, external ‘must-dos’ o It’s about engagement, not broadcasting - how to stay deliver what your audience expects in the social media environment o Trends, best practices

• AstraZeneca Case Study (45 min) o Overview of model

• Q&A and Group Discussion (30 min) o Prompt with questions, such as what are biggest successes or challenges you’ve seen in social media? Any participants want to work-out from their own organization?

• Breakout Exercise (45 min) o Small groups create mock platform and present/discuss with group

Gigi Peterkin, associate Director of Interactive Media, ASTRAZENECA

10:30 30-Minute Networking and Refreshment Break

12:00 Luncheon for Workshop Participants

1:15 Going Mobile: Innovations & Best Practices

In-depth mobile panel and workshop featuring industry leaders, brand managers and e-marketers.

1st session:• Latest mobile trends and landscape.

• Learn how to make the most of mobile platforms with mobile strategy, mobile Apps, ipad Apps, mobile sites, mobile games and more

2nd session: • Best practices to insure a memorable launch of mobile programs

• Hear case studies/success stories form industry leaders and client partners on mobile applications for patients, sales force and healthcare professionals

Olivier Zitoun, Founder & CeO, EVEO

1Day

One


8:30 Co-Chairpersons’ WelcomeBryan Vartabedian, MD, Pediatric Gastroenterologist, TEXAS CHILDREN’S HOSPITAL assistant Professor, BAYLOR COLLEGE OF MEDICINE

Shwen Gwee Digital Strategy & Social Media lead VERTEX PHARMACEUTICALS

8:45 Patient as Marketer Keynote: Lessons from My Journey: From Marketer to Patient and Back Again• How being a cancer survivor has forever changed the way I think as a communicator• Why marketers cannot view the online conversation as only a tool in a one-way

messaging program• Pharma should be seen as an active listener in social media, not as an eavesdropper• Pharma needs to act in this new world of communication rather than just talk

• Why social media is so unique, and why we must ask strategic questions as well as tactical ones

• Is social media a means to an end or an end in itself? Are these channels as novel as we believe?

Ian Talmage, Senior Vice President, Marketing, BAYER SCHERING PHARMA

9:30 Physician Keynote: Twitter MD – What You Need to Know About Doctors and Social MediaA thought-provoking presentation that introduces the emerging role of social media in the lives of physicians - from what they’re doing to how you can reach them. Twitter MD will help you under-stand the challenges and opportunities of this elusive market. • How patient empowerment and health 2.0 are redefining the MD • Everything you wanted to know about physician-only networks but were afraid to ask• Why MDs are slow to engage in the social space • Effective strategies for engaging MDs ‘in the wild’

Bryan Vartabedian, MD, Pediatric Gastroenterologist, TEXAS CHILDREN’S HOSPITAL, assistant Professor, BAYLOR COLLEGE OF MEDICINE (Co-Chair)


10:45 Cluetrain Keynote: How Can Buyer Reach Exceed Seller Grasp?How Can Buyer Reach Exceed Seller Grasp? The Cluetrain Manifesto is best known for its first thesis, “Markets are conversations,” which Doc Searls wrote. But Doc still believes Cluetrain’s most important claim is the “one clue” that precedes all 95 theses, and was written by Chris Locke. It says, “We are not seats or eyeballs or end users or consumers. We are human beings and our reach exceeds your grasp. Deal with it.” Doc believes, however, that buyer reach still does not exceed seller grasp -- and won’t until buyers become fully independent of sellers. This means buyers will need their own tools of engagement, their own ways of expressing preferences, their own “terms of service” and their own means for asserting demand for products and services -- all in ways that don’t yield private information or feed seller’s promotional guesswork mills. For the last four years, an international group of developers have been working on these tools for buyers, led by Doc and Pro-jectVRM at Harvard’s Berkman Center for Internet & Society. Some of these tools are coming to market in the next year. In his talk, Doc discusses: What’s still not “conversational” in today’s markets, and describe how these new tools will make Cluetrain’s first claim real. Raise a number of questions for participants to discuss in the conference’s open session -- and invite more as well How markets are still not conversations Why “loyalty programs” are exercises in self delusion for sellers

Doc Searls, Co-author, The CLueTrain ManifeSTo

11:30 The Role of Exceptional eMarketing From a Brand Leader PerspectiveWithin Pharma the speaker has seen eMarketing from many perspectives. This background provides a unique perspective on the role of exceptional eMktg from a brand perspective. Where does it fit into the broader perspective of the marketing mix, and how can eMarketing and an eMarketer (whether on the brand team or as a trusted agency partner) provide the most value to a brand? Provide the proper perspective of how eMarketing fits within the entire marketing mix of a brand • How digital is at the heart of and intertwined with everything we do, even the way the sales force delivers messages

With digital becoming pervasive across brand marketing, what can an eMarketer do to bring exceptional value to a brand?• Inform marketing mix decisions (bring ROI, even if it includes assumptions and proxies)• Help the Brand Leader understand that different tools have different purposes (paid search

vs. banners)

• Be a force for integration across channels, be the innovator -- find some opportunities to beat the competition to the next cool tool -- but always be undergirded by the brand strat-egy and key objectives

Kevin Brown, Brand leader, Oncology Business Unit, LILLY


October 19, 2010 Main Conference Begins

1:30 Lessons Learned from Seven Years at Intel and How They Have Been Applied to My Work at AmgenGoal: Explore the success of innovation in High-Tech and how Pharma can capitalize on those les-sons. Ryan spent 20 years harnessing the power of information technology before deciding to focus his experience on improving patient care. In this discus-sion we will explore the lessons of the High-Tech industry and look for opportunities to apply those lessons in Digital Pharma.• The rise of High Tech - a comparison of industry

financials and impacts• What are the similarities between the two industries?• How they both bring about dramatic improve-

ments for society• What is different between the two industries?• Technology lifecycle is unique within High-Tech

and Pharma• Information technology: even shorter technology cycles• Relative competition, risks of failure and regulation• What can we learn from this comparison?• What are the opportunities and challenges?• Who will be successful and how will they achieve

success?

Ryan Berger, Senior Marketing Manager, AMGEN

2:15 Executing a Multi-Channel Digital Marketing Strategy for Maximum Impact• Explore how to best leverage marketing tactics

across various distribution channels• Evaluate ways to effectively integrate mobile as

part of a complete marketing mix• Review optimal approaches for fully utilizing

assets to maximize return on investment.

Dave Gulezian, President and CeO, VISCIRA


3:30 What Happens When I Get Home: How to Gain Buy-in and Adoption of eMarketing StrategiesYear after year, leaders in digital Pharma marketing get together to discuss emerging media, new trends and innovative case studies. Yet every year the same topic remains at the top of the pile: Why can’t we get management engaged to do more? In this session we discuss ideas about:• How to make eMarketing programs that matter• Gaining traction with brand leadership• Changing perspectives about media

Brent Rose, Senior Marketing Manager, DAIICHI SANKYO

4:15 Panel: From Hype to Substance: Social Media as Just One Component of an Integrative Digital Marketing Plan

• Discuss how social media is often not the focal point of the marketing strategy, but rather only a supporting tool

• Has the social media groundswell actually im-pacted allocation of budgets?

• Are there instances where social media has been scaled back? If so, why?

Moderated by:Gigi Peterkin, associate Director, Interactive Media, ASTRAZENECA

PanelistsLauren Sabella, executive Vice President, ACORDA THERAPEUTICSJennifer Mcilvaine, Consumer Marketing Manager, ASTRAZENECAKevin Brown, Brand leader, Oncology Business Unit, LILLYCarly Kuper, Director, Communications, DIGITAS HEALTHAndy Levitt, CeO, HEALTHTALKER

5:00 UNCONFERENCE SESSION

5:45 Conclusion of Day One & Cocktail Reception hosted by:

Stream A

1Day

One


1:30 Minimizing Fulfillment and Adherence Challenges In an Ambulatory Setting Where Patients Have Multiple Provider ContactsKey Points:• Transformation from Total Office Call focus to

Patient Focus –At Amgen we have a program that focuses on both the physician’s office and the patient using new technologies

• Discuss why the root issue with many unfilled prescriptions and adherence is at the pharmacy or with the patient

• Build programs with redundancy – Any one pro-gram has some success, so the key to minimizing certain leakages is to create multiple programs/messages to create redundancy to ultimately minimize the issue you’re addressing

• Develop initiatives using available technology that have broad scope (impact) – Another key to success is to identify programs that have broad scope vs. creating many similar programs that have limited contact

This presentation will start with an overview of the issues and challenges around fulfillment and adherence. The speaker will then provide a specific example of the challenges faced with a product used by dialysis patients.

Rich Riddle, Director of Marketing, Sensipar, AMGEN

2:15 HCP Panel Discussion: Mobile Messaging to Healthcare Providers (HCPs) A panel of healthcare providers will discuss: • Ways that mobile devices impact their clinical

workflow, and in turn, help them provide better care for their patients

• How with a wealth of mobile tools and resources available, life sciences can use the mobile channels to provide value to HCPs

Moderator:

Devin Paullin, eVP of Corporate Business Development, PHYSICIANS INTERACTIVE


3:30 Engagement for Niche Brands - Collaborating with Patient Organizations and Establishing Trust with e-Patients• Learn how by engaging communities of patients

and patient advocacy groups, pharma marketers are discovering new information about the need for these patients take control of their illnesses and treatment options

• Explore how niche product marketers have learned that understanding and assisting a better educated patient will promote better drug adher-ence and higher quality of life

• Discuss how educating patients builds loyalty with those companies that demonstrate a desire to know what really matters to their patient populations

Wendy White, President & Founder, SIREN INTERACTIVE

4:15 Engaging Physicians Through Online Social Media to Ensure Use and InteractionSocial networking and social media has become a powerful and nearly universal element in online communication. According to Manhattan Research, 70% of physicians want pharmaceutical firms to en-gage them on line and 60% of physicians either use or are interested in using physician social networks. Learn how you can get started engaging with physi-cians online.• What are the regulatory guidelines to consider?• What works and what does not?• Ensure Physician use and interaction through

context and content• Measure for success in a 2.0 world

Lance Hill, CeO, WITHIN3

5:00 “Talk Show” Style Interview With Dr. Berci Mesko and Mark Senak, SVP, Fleishman HilliardHear an informal and inspiring conversation between two of the most innovative minds in all of healthcare communications.Topics will include:• The social media experience in medicine is all

over the map. Some institutions are inhibited by regulatory concerns, others by legal. Doctors and patients are moving ahead. Will it ever all even out and if so, how?

• Physicians have really embraced mobile platforms – but the apps that they seem to be embracing seem aimed at helping them either learn, or talk to each other. Are they primarily communicating with patients or with each other? Isn’t it possible that social media platforms could overload a physician as he tries to communicate with multiple patients?

• Berci has been a pioneer in the use of virtual platforms to train physicians and to hold confer-ences. Describe the experience, the platforms and whether or not this is something that can become more widespread.

• How do you see the eventual development of the semantic web changing the current course of social media and medicine?

• Discuss digital literacy in medical education and online content curation (i.e.Webicina)

Berci Mesko, MD, University of Debrechen (Hungary), Founder of WebicinaMark Senak, Senior Vice President, FLEISHMAN HILLIARD author, EyeonFDA Blog


1:30 Pharma Twitterama II: Tweeting Under the Twinfluence :-)• This session will provide an update to the original

“Pharma Twitterama” webinar (summer ’09). It will offer a general overview of current uses of Twitter in the healthcare space and a look at some creative uses of Twitter by Pharma/biotech organizations.

• Additionally, the session will also feature a cur-rent in-depth Twitter analysis for various pharma companies (provided by WhyDotPharma.com) and metrics around their “social media influence/engagement”

• Hear a case study for launching Twitter within a Pharma environment which will also be presented

Shwen Gwee, Digital Strategy & Social Media lead, VERTEX PHARMACEUTICALS (Co-Chair)

2:15 Six Steps to Becoming a Social BrandWhat’s the biggest unknown for marketers today? Social Media. And in healthcare, the question isn’t whether to participate socially, but how. This presentation will analyze six tactics Pharma market-ers can employ to better align their company and brands with the social consumer:

Behaviorally-focused account planning1. Content strategy and creation2. User experience design driven by customer 3. insight Deep technological expertise 4. Interactive media design 5. Real-time data analytics6.

Katy Thorbahn, General Manager, RAZORFISH HEALTH


3:30 What High School Politics Can Teach Us About Social MediaIt’s your first day at a new high school. You want other kids to like you and talk to you. You see a group standing together, and you walk up to join the conversation. Now, there are several ways you could do this, but only one of them will be beneficial for your social life. You could walk up to the group without introducing yourself, start talking about a topic that’s not relevant to them or the conversation already taking place, refuse to respond to any comments or questions, and then ask them to be your fan. Seems silly, right? There are a slew of brands out there, and a disproportionate number in the pharmaceutical sphere that have exhibited this precise behavior and then been surprised at the backlash in social media or the lack of fan requests and followers.In this presentation, Bruce Grant will discuss ways to meaningfully connect with your audience using social media, including:• Avoiding common mistakes• To Tweet or not to Tweet• The importance of listening• How to tell if it’s really AE reporting• How to be part of the conversation – which is

already happening

Bruce Grant, Senior Vice President, Business Strategy, DIGITAS HEALTH

4:15 Ensuring Social Media Is Part of an Integrated Marketing Campaign• Recognizing why social media gets so much atten-

tion even though it still only comprises a fraction of marketing budgets

• An overview of how social media is integrating with print, TV, email and RM programs

• Case studies of how BI is turning SM into a real marketing tool that delivers real substance and complements other channels

Melissa Bojorquez, eChannel Marketing, BOEHRINGER INGELHEIM

5:00 PANEL – An Up-to-the-Minute Q4 2010 Assessment of What Issues Remain in Pharma’s Use of Social MediaTopics to be explored include:• Humanizing the interactions and thus increasing

trust levels• Patient voices online have become advocates and

educators• Should Pharma think of it as SM Monitoring or

Listening, and how the answer can shape the way you relate to your key stakeholders

• Why it is essential to proceed at your organizational pace

• Look at specific tools in the social media age, ob-serving how patients, physicians and businesses in all industries use blogs, social networking, Twitter, Youtube and other new media tools and develop best practices for their use

• People do not live “on label”: why Pharma must adapt to social media and be able to engage even when the conversation does not follow “the plan”

• Monitoring Adverse Events in Social Media for Phar-ma’s Biggest Brands: Hopeless Task or Simple Project?

Kevin O’Brien, Director of Marketing, eBusiness, CENTOCOR ORTHO BIOTECH Brent Rose, Senior Marketing Manager, DAIICHI SANKYOMelissa Bojorquez, eChannel Marketing, BOEHRINGER INGELHEIMSheli Gupta, Managing Partner, KNOWLEDGENT GROUPSarah Larcker, Director, Strategy & analysis, DIGITAS HEALTH


Stream C

Stream B

October 19, 2010 Main Conference Continues

“Digital Pharma has become the hallmark of events for pharma marketers. If one wants to find out what is happening on the cutting edge of digital marketing in this industry they need look no further than this special conference. Digital Pharma is willing to do things differently in order to deliver the most dynamic environment for coming together to learn how to be better communicators and listeners in this new age.” - Kelly Little, Deputy Director, Global eMarketing, Bayer Healthcare Pharmaceuticals

October 20, 2010 Main Conference Continues2Da

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8:45 Pharmdamonium: Pharma + FandomUnderstanding the Power of Fan Culture in Healthcare Marketing• Embracing and understanding Fan Culture.• New technology platforms and social media

have created fertile ground for fans to communicate and build robust communities. How can Healthcare leverage fan theory online?

• Are you treating your patients and professionals like fans? Are you providing them a portal and tools that generate trust, understanding and most importantly, results?

Christine Armstrong, VP/Creative Director-Healthcare, IOMEDIA

9:30 Enhancing Brand Effectiveness Using a Multi-Channel Approach• How do we integrate traditional and digital

marketing to maximize campaign objectives?• Understanding reach & customer preference• How do we rationalize marketing mix

components?• Sequencing delivery to maximize effectiveness • Creating exponential noise• Getting internal and external partners on board• Capturing learnings & evolving the campaign

• Predicting results, managing failure & communicating success

• Share best practices- Group Discussion

Bill Jenkinson, Product Director, CENTOCOR ORTHO BIOTECHKevin O’Brien, Director of Marketing, eBusiness, CENTOCOR ORTHO BIOTECH


10:45 Unlocking the Hidden Secrets of Your Data• There is a reason some marketing campaigns

have failed and others have been wildly successful. It has nothing to do with who has the flashiest banner ads. It has to do with who is best at following the data.

• It has always been generally accepted that the reason to store consumer data was because there is valuable information implicitly coded within. In the age of personalization this data becomes more important for marketers to leverage than ever before.

• Consumers are looking to connect with brands more than ever before through e-mail, social networks and mobile applications. They want their brands to be there for them when they need them.

• Data can unlock the secret of reaching your consumers in memorable, relevant ways without creating more clutter in their lives.

• While there is no tactical “magic bullet” when it comes to creating brand loyalty, data is the strategic “magic bullet” for creating that loyalty. Data tells us that our client’s mom users who are juggling three kids and a busy schedule prefer to receive their brand information while on the go, on the way to soccer practice and dentist appointments, while the over-55 crowd prefers to receive their brand information through direct mail.

John Gardner, President & CeO, INTEGRATIVE LOGIC

11:30 Creating Efficient Branding Campaigns Online While Maximizing ROI• What are the key differences and how are

they intertwined: “direct response” vs. “brand marketing”

• Can we close the gap and measure online brand advertising ROI?

• Can we directly attribute sales lift or brand lift to the online campaign?

Alisa Lask, executive Director Global Marketing, Virology, BRISTOL-MYERS SQUIBB


Stream A

Stream D 1:30 Case Study: Developing a Digital Marketing

Plan at a Start-Up Pharma Company• Telling the story of Essential’s CUSTODIOL® HTK Solution (indicated for perfusion and flushing of donor organs) and how we are using the inter-net to reach out and strengthen our place in the donor community• How did Essential Pharma map out its e-Strategy

from the ground up?• Why a digital strategy is so important in a small

treatment community• How a successful eMarketing plan can make a

small pharma company look “big”

Allan Weber, CeO, ESSENTIAL PHARMACEUTICALS

Denise Weber, Marketing Manager, ESSENTIAL PHARMACEUTICALS

2:15 Quality Health abstract will be posted on the website: www.exlpharma.com/digitalpharmaeast


3:30 Exploring Online Advocacy for Childbearing Women, with an Emphasis on Patient-Centered Care and Evidence-Based PracticeWhat if we could help a large population of highly motivated, influential healthcare consumers be-come savvy, empowered, and engaged in their care? What if transforming the way these consumers participated in their care could reduce the burden of one of the most costly conditions in our health

care system and improve the health of millions of people each year?About 4.5 million women in the United States will give birth the next year, and maternity care represents one of the largest segments of the U.S. healthcare system. Engaging women in their own healthcare in pregnancy and birth could have major implications on quality improvement and cost containment. Childbearing women are an ideal population to adopt innovative participatory health care tools, because they’re already online and highly connected in social networks. This session will discuss:• Overview of strengths, weaknesses and opportu-

nities in U.S. maternity care• Overview of the maternity care consumer

movement• Trends in use of internet and social technologies

among childbearing women and their advocates• Case examples of consumer innovation to

correct critical safety gaps and inefficiencies in maternity care

• Implications for the pharmaceutical marketing and post-marketing surveillance

Amy Romano, Perinatal Research and advocacy Consultant, LAMAZE INTERNATIONAL Author: Science & Sensibility Blog

4:15 Members of the ePatient Community Discuss Key Issues that Affect their Lives, Relationships and Treatment • Patients are not willing consumers: How Do

ePatients Want to be communicated with?

• What Factors are Changing How ePatients Communicate and Disseminate/Receive Information?

• What does the Future Hold for these Communities?

• Discuss the increasing online collaboration between physicians and patients and what this means for pharma

• How the internet is creating an environment where patients can not only share health information but socialize around it and inspire each other with the power of knowledge

featuring:

Gilles Frydman, President & Founder at ACOR (Association of Cancer Online Resources)

Kenneth D. Youner MD, Kidney Cancer Survivor Medical Director, ACTION TO CURE KIDNEY CANCER, Blogger: Drkenbattleskidneycancer.com

Allison Blass, Patient Blogger and Diabetes activist, www.lemonadelife.com, associate - Social Media at WEISSCOMM PARTNERS

5:00 Unconference Session



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8:45 What Issues Impact Regulatory Decisions About Web and Electronic Promotion?Medical product manufacturers have an increas-ing interest in social media. The interest is driven by both marketing opportunities and, at times, the need to protect and enhance the corporate reputation and promote accurate and useful medical education and dialogue. Like any other communication vehicle, social media participation can expose companies to regulatory, legal, and even public relations liabilities. • What can companies do to participate in the new

media space?• How do you successfully approach your com-

panies with new ideas but be sensitive to the regulatory and legal issues?

• One year later : What has happened since the FDA hearings on social media?

• What does 2011 hold in store?• Does FDA have bigger issues than social media

guidance to deal with?Glenn Byrd, Director, Regulatory affairs at MEDIMMUNE John Murray, President, GREYSCALE COMPLIANCEAmit Patel, associate Director, Regulatory advertising & Promotion, JOHNSON & JOHNSON

9:30 Understanding the Changing Mindset for Pharma Marketers in Order to Put Your Own Programs in Perspective• In Digital, it is tough to measure ROI on any

singular tactic• Thinking about Digital as Web, Mobile, Display,

Community and CRM• Marketing and PR Divide is Disappearing-Agen-

cies and Professionals Need to Shift their Mindset


10:45 “UNCONFERENCE” Group Discussion: Where Does Pharma Currently Stand With Regard to the Overall Legal and Regulatory Issues of Digital Marketing? • How are legal and regulatory concerns over

social media being treated within the context of the whole digital strategy?

• Is social media a separate entity from the rest of a digital strategy when looking at legal and regulatory?

• What have been some of the specific challenges faced by marketers in this area?


8:45 Social Media Can Teach Us About the Patient JourneyHealthcare consumers are flocking to the Web to post about their experiences with a given disease and the treatments they hope will help fight it. State-of-the-art search software is available to capture and process these conversations, mean-ing Pharma has access to a wealth of consumer dialogues. Yet ‘listening’ to patients doesn’t mean we’re hearing them. Jeff Greene and Susan Eno Collins will present findings from a mining effort of thousands of online conversations about a specific disease-state, along with the implications for brands across every disease category.Jeff and Susan will use this example to answer ques-tions about:• What is the patient journey and how can it

inform communications planning for pharma brands?

• How can online conversations help us under-stand the patient journey for a given disease?

• What are some common barriers to treatment, and how did we find them on the Web?

• How can brands identify knowledge gaps or myths and address them through patient education?

Jeff Greene, Director of Strategic Services, Social Media, HEALTHED

Susan Eno Collins, SVP, Health education Research and Development, HEALTHED

9:30 Topic: Using Digital to Solve Business Challenges Doesn’t Mean a Brand Website The principles and best practices of digital market-ing are rooted in customer centricity, green market-ing, and quality user experience. By applying these principles to traditional business challenges along a product’s lifecycle you can deliver more efficient programs, more engaging experiences, and more successful outcomes. Topics include: • Social, mobile, customer centric and green mar-

keting trends that are powering good digital• Digital principles applied to nontraditional areas

of the lifecycle from research to expiry• How to do more with less and have better outcomes• How to leverage these principles for incremental

innovation

Speaker:

Will Reese, Chief Innovation Officer, CADIENT GROUP


10:45 Lessons Learned in Digital Marketing at Animus, a J&J Company• The power of digital marketing for #2 competitors• Device marketing can be DTC, if appropriate• The power of social media & what should our

role be as manufactures• Importance of “listening” prior to jumping in

• The power of relationships – get to know your bloggers

• Lessons Learned: PumpTri.com • Measure everything, because you can

Chris Campbell, Product Director, Digital Marketing, ANIMUS CORPORATION, (a JOHNSON & JOHNSON Company)

11:30 UNCONFERENCE SESSION

Digital Pharma is leading the way in the industry by incorporating “Unconference” ideas into the framework of the event. The traditional format of having speakers talk at the audience for 40 min-utes followed by an uninspired, brief Q&A is over!People simply do not communicate that way anymore. Openness, collaboration, listening before talking—attendees will learn how to bring these concepts into their communications in both theo-ry and practice—by learning from the best prac-tices of peers and by sharing and listening within this new format. This special concluding session will have the attendees sit around in a circle and have a frank conversation with no pre-planned agenda. What topics will be discussed? We don’t know either…come join us and find out!


Stream C

Stream B

“You know how everyone wants to claim that they were physically present for earth-shattering historical events? Well, in 20 years or so, pharma people across the globe will all claim that “I was there!” for Digital Pharma 2009. OK, that’s a bit of hyperbole. But I WAS there this week, and so it’s time for a re-cap. Was it earth-shat-teringly historic? Perhaps not. But did we move outside of the normal pharma conference comfort zones? Yes, I believe we did....The highlight of the entire conference, however, was the true unconference Town Hall session at the end of the third day. This session was so lively that it carried right through the scheduled next session, which was folded in.

This session validated the entire approach - we moved through the event, by baby steps, into a growing comfort level with greater informality, and this final gathering showed that we can do “unconference”, even in pharma (note: I was there!)” - Steve woodruff, President, IMPACTIVITI, Author, Impactiviti Blog

1:00-1:30 Special Luncheon Address

Presented by:

Hear the story of how, over the past decade, Garfield has famously and presciently chronicled the digital revolution, culminating in his landmark 2009 book, The Chaos Scenario, Bob Garfield is not content to chronicle the ruinous disintegration of traditional media and marketing. In this address;• Hear Garfield engage the audience to discuss solutions. • Explore what answers exist for all institutions who wish to survive and thrive in a digitally

connected, Post-Media Age• Hear from the most prominent commentator and analyst of advertising and marketing who

has ever lived

Bob Garfield, Columnist of 25 Years, ADVERTISING AGE, author, The ChaoS SCenario

the October 20th luncheon will feature a special keynote address from the inimitable Bob Garfield. Garfield is the most renowned advertising critic of all time, writing his famous column for advertising age for more than 25 years. In this address he will discuss concepts about the post media age from his book, the Chaos Scenario.


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8:45 Social Media Research: Partner with Academia to Improve OutcomesDr. Kevin Clauson leads a workshop facilitated by an interactive audience response system, featuring presentation, moderated discussion, andbreakout sessions.• Explore partnered research conducted in digital

spaces to address FDA/DDMAC concerns about social media promotion

• Evaluate comprehension and readability of Twitter-length and Web 2.0 abbreviated medica-tion labeling

• Investigate the emergence of pharmacovigilance 2.0, the legal duty to warn, and regulatory as-pects for pharma in the age of social media

• Debunk myths about the use of social media by Silver Surfers (Defined as: An adult, generally 50 years of age or older, who frequently surfs

the Web and spends time online)• Discuss how social media can help combat

healthcare disparities• Summarize how social media is changing the

delivery of healthcare

Dr. Kevin Clauson, associate Professor, College of Pharmacy – Department of Pharmacy Practice, adjunct associate Professor, College of Osteopathic Medicine – Biomedical Informatics Program, NOVA SOUTHEASTERN UNIVERSITY

9:30 Panel – The Changing Landscape of Pharma/Physician Relationships• In what scenarios, do you believe (or have you seen)

physicians WILL engage in industry-sponsored or driven social media activities? Is there a place for industry to participate in physician social media?

• With other technologies making their way into the regular physician workflow (such as eRx and EMR), what opportunities exist for industry to get their message to the customer via these systems?

• Would you have different expectations from an on demand rep versus the feet on the street rep?

• Outside of policy-driven decisions, how do you see physicians interacting with industry in the next 3-5 years? Are there any radical changes and if so what would they be?

• What role does physician-level (marketing) data play in the future of the relationship?

• What does industry need to change to prepare for this future relationship?

• How to integrate social media platforms into physician workflow

• Social media platforms as a supplement for pharma education

• How can integrate pharma, social media, and EMR into the ideal physician clinical dashboard

• How to address barriers to physician social media adoption like privacy, security, liability, etc.

featuring:Scott Ellis, Director of New Products, TEVA SPECIALTY PHARMACEUTICALSQuang Pham, CeO, LATHIAN HEALTHMichael Sevilla MD, Family Physician & Social Media enthusiast, FAMILY PRACTICE CENTER OF SALEM, OHIO


10:45 Panel – Commitments Over Campaigns: Lessons Learned in eMarketing that Builds Relationships• How an eMarketing commitment that is built on

strategy and a deep knowledge of an audience, while firmly keeping the marketing objectives in mind, can be extremely powerful

• Why an eMarketing commitment must effectively use the internet as a platform, a ‘jumping off ’ point to create value and relationships

• How your presence should be a means to speak specifically to marketers’ targets and create two-way value, is one that can succeed beyond many marketers expectations

Panelists:Zoe Dunn, Principal, ZOE DIGITAL CONSULTING

Bill Jenkinson, Product Director, CENTOCOR ORTHO BIOTECH

Alisa Lask, executive Director Global Marketing, Virology, BRISTOL-MYERS SQUIBB

11:30 You Want to Talk About Your Product Where?? Strategies To Successfully Launch Social Media For Your Organization• What steps can you take to get buy-in from

various groups within your organization to launch social media activities?

• What kinds of things will throw up red-flags?• Not all social media channels are created equal…

don’t try to make them so• Do I have to crawl before I run in social media?

Blair Hains, Director, Brand Corporate affairs, ASTRAZENECA


Stream D

Plenary Sessions Continue

1:30 FUTURIST KEYNOTE – The Future of the Healthcare Marketplace: Life in the Gap and Life in the GameWith the historic passage of healthcare reform legislation, the American healthcare system looks to the future. The full impact of the new legislation will not be felt until 2014 and beyond, but in the meantime, all healthcare stakeholders must deal with “life in the game” before new provisions are implemented. At the same time, all healthcare stakeholders must prepare for the new emerging real-ity of healthcare reform and try to determine what “life in the game” will be like in a reformed system in 2014 and beyond.This address covers the following:• Ways that the transformation in healthcare will affect payers, providers and patients alike, and will change how bio-pharmaceutical companies interact with stakeholders.• The political, economic, technological and strategic context of change in healthcare -describe the possible scenarios we face and examine how the various actors are preparing for the future. It will

identify the opportunities and challenges for digital marketers in the pharmaceutical industry and provide insights on how they can flourish in the future

Ian Morrison PhD, Futurist & author, HEALTHCARE IN THE NEW MILLENNIUM

2:15 Social CRM and Pharma’s Imperative to Engage• What is social CRM • Overview• Why social CRM matters • The importance of social CRM to companies • Focus on why social CRM is especially to important to

healthcare and pharmaceutical companies

• How to incorporate social CRM into digital, traditional communications

• Share building blocks of social CRM programming • Identify and discuss challenges unique to pharmaceutical

companies • Reinforce key principles of transparency, consistency and

reminders that companies are in the business of patient health

• The business case for sustained social CRM • Engagement with key audiences drives trust, purchases, and

recommendations • Conversation and feedback to create a dialogue about

your company and product • Research insights into key demographics to inform business • Key to successful engagement is continuous evolution

Earl Whipple, Senior Director of Business and Digital Communications, ASTRAZENECA


3:30 The Professional Website’s Emerging Role as a Portal To a Larger Digital Experience Traditionally, a brand’s website has been thought of as destination, a place where an HCP goes for specific information. However, the emergence of highly interactive, digitally-enabled communication, community and learning experiences is changing the role of the website from one-stop destination to that of a portal into a much larger digital experience. This presentation will look at how the new brand “portal” is being used to link HCPs to:• Sophisticated interactive learning and product interaction tools are enabling deep interactions between the brand and the HCP (e.g. online patient tacking tools, e-learning tools, 3-D and video-

based MOA, etc.)• Leverage access to online communities and on going interaction between the HCP and the community as a value-added benefit to HCPs • Providing access to mobile and iPad applications that extend the reach of brand marketing and interactions into the exam room and out-of-office locations

Kurt Holstein, President, ROSETTA

4:15 The Physician’s Perspective: Hear From One of the Most “Wired” MDs in All of Europe• Hear why Dr. Mesko believes that medical education and communication between physicians and patients has been and will continue to be revolutionized by the tools and services of Web 2.0• Discuss why medical professionals of the 21st century have to be ready to meet the expectations of e-patients and why e-patients will change the way medicine is practiced and healthcare is

delivered• What Pharma should know about how physicians are using the internet and how they can partner with them in promoting positive outcomes for patients. Also see how the new generation of physi-

cians want the pharma sector to communicate with them through clear and transparent interactions

Berci Mesko, MD, UNIVERSITY OF DEBRECHEN (Hungary), Founder of WEBICINA


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8:45 Chairperson’s Welcome

9:00 How Smart Is Your Phone: Leveraging Smartphones to Help With Patient AdherenceIt is estimated that by the end of 2011, half of the US population will have a smartphone. There is no doubt they are and will continue to be the fastest growing segment of the mobile phone market. The healthcare marketplace—with pharma begin-ning to get its feet wet—is developing smartphone apps to help patients manage their various health-care challenges. Learn about how and why Bayer HealthCare Pharmaceuticals launched the first Pharma-sponsored apps in both Multiple Sclerosis and Hemophilia A. This case study will:• Showcase the first branded Pharma app in the

MS community, as well as the first unbranded app in the Hemophilia A community

• Discuss the strategies behind determining whether to build a branded vs. unbranded asset

• Highlight the inherent challenges of building an app in pharma

• Review some of the lessons learned from a legal, medical and regulatory perspective

• Share how the apps were promoted within the community and to the sales force

Cynthia North, Marketing Director, BAYER HEALTHCARE PHARMACEUTICALSRuth Clements, Director, Intl Product Management, BAYER HEALTHCARE PHARMACEUTICALS


11:00 Leveraging Mobile Applications to Extend Reach and Increase the Impact With HCPs• Access to HCPs via branded and unbranded

websites, long the anchors of Pharma’s digital strategy, has been the primary digital engagement point up till now

• However, the rapid adoption of smartphone, iPods and iPads by HCPs is opening a new channel, and new opportunities, for brand to HCP interactions.

• This increasing usage of mobile devices requires marketers to adapt and leverage the new capabili-ties in ways that take advantage of the real time and location advantages of mobile devices.

• This presentation will look at new cutting edge usage of the mobile applications including apps that calculate patient-specific co-pay incentives in the exam room or provide HCPs with personal-ized product information via an iPad magazine

Dave Mihalovic, associate Partner, Group Creative Director, ROSETTA

11:45 The Revolution of Mobility MarketingWhile mobile will not completely replace all other chan-nels, it is understood that it will have a huge influencing role in driving traffic and also in the way advertising and content are consumed by consumers on the go.This session will:• Examine the evolution in mobile marketing and the

continued migration from PC to mobile devices• Answer the age old question “Is this finally the

year of mobile”?• Moving beyond the iPad, smartphones and

mobile sites we will also examine whether augmented reality and mobile coupons will be a useful tools for pharmaceutical marketers.

• Explore Mead Johnson’s use of: mobile applica-tions, mobile websites, mobile advertising and interactive products

James Moade, Director, Global Digital Marketing, MEAD JOHNSON


1:30 Consumers’ Use Of Mobile Is Rapidly on the Rise and is Increasingly Becoming a Central Part of Their Everyday Lives-How Can This Power Be Harnessed in Your Communications Strategy?• Learn the basics of how to engage consumers via

the mobile channel• Boost ROI of advertising and promotional activities• Raise adoption of compliance and retention pro-

grams by adding mobile applications to patient communications

• Why mobile isn’t just for younger generations• What are the regulatory restrictions surrounding

mobile marketing?• Why it is essential to make your program opt-in only?

Marc Salzo, associate Director, Consumer Marketing, BOEHRINGER INGELHEIM

2:15 How are Physicians Using Mobile Technology and How You Can Connect With Them in This Space• How MDs are getting drug updates, journal summa-

ries, clinical trial results and other up-to-the-minute information by specialty on their mobile phones

• Examine the full breadth of information resources that a physician needs including clinical, drug and lab guide

• Explore all of the current resources found in the mobile toolkit for docs: clinical, drug and lab guides; formulary information, tools and calcula-tors, news, medalerts, and dynamic content chan-nels, Free CME, prescribing tools, guidelines and evidence based information

3:00 Conclusion of Mobile Day

Mobile PharmaOne Day Conference October 21, 2010

Official Media Partner:

Media Partners:

Plenary Sessions Continue5:00 Panel Discussion - A Discussion of eMarketing as a Centralized Function and the Value the Group Brings to the Brand Teams

• How eMarketers can integrate themselves into their company’s brands and bring value• The role/value of eMarketing to the brand teams and some of the challenges that we face as a group• Hear different perspectives of those who focus on just one or multiple brands, and how they function in these different capacities

Panel Moderator:

Natalie Casey Quilici, associate Director, eMarketing, Womens Healthcare, BAYER HEALTHCARE PHARMACEUTICALS

Panelists:

Brad Carlson, associate Director, eMarketing, BAYER HEALTHCARE PHARMACEUTICALSJennifer Mcilvaine, Consumer Marketing Manager, ASTRAZENECAHolly Babirak, Senior Product Manager, Besivance, BAUSCH & LOMB

Bruce Grant, Senior Vice President, Business Strategy, DIGITAS HEALTH

Ken Dobell, President, DAC DIGITAL

5:45 Main Conference Concludes

Cocktail Reception Sponsored by:

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METHOD OF PAYMENT: q Check q Credit Card Make checks payable to ExL Events, Inc.

CARD TYPE: q MasterCard q Visa q Discover q Amex

Card Number:

Exp. Date:

Name on Card:

Signature:

555 8th Avenue, Suite 310 New York, NY 10018

PLEASE MENTION PRIORITY CODE: P625

Group Discount Program:

For every three simultaneous from your company, you will receive a fourth compli-mentary registration to the program (must register 4) a savings of 25% per person. Can only send three? You can still save 15% off of every registra-tion. 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*Make checks payable to ExL Events, Inc. and write code P625 on your check. You may also use Visa, MasterCard, Discover or American Express. Payments must be received in full prior to the commencement of the conference(s)** Please note that will be an administrative

charge of $300 to substitute, exchange and/or replace attendance badges with a colleague occurring within five business days of any ExL conference.**

Cancellations:

If you need to cancel your registration for an upcoming 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 an-other 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 un-able to attend.

To receive a refund or voucher, please fax your request to 888-221-6750.

Please note: Speakers and agenda are subject to change with-out notice. In the event of a speaker

cancellation, every effort to find a suitable replacement will be made.

Mail: ExL Events, Inc. 555 8th Avenue, Suite 310 New York, NY 10018

Phone: 866-207-6528

Fax: 888-221-6750

Early Bird Standard PricingBefore September 3rd Pricing is as Follows:

FULL ACCESS PASS: Conference, Workshops, and Mobile Day q $2795

Conference Only & Mobile Day q $2395

Conference & Two Workshops q $2395

Conference & One Workshop q $2095

Conference Only q $1795

Mobile Day Only q $895

Standard Pricing After September 3rd pricing is as follows:

FULL ACCESS PASS: Conference, Workshops, and Mobile Day q $2995

Conference Only & Mobile Day q $2595

Conference & Two Workshops q $2595

Conference & One Workshop q $2295

Conference Only q $1995

Mobile Day Only q $1095

*The opinions of this faculty do not necessarily reflect those of the companies they represent or ExL Events, Inc.*

Four Ways to Register:

Fees and Payments for

Digital Pharma East

Annu

al4th

Online: www.exlpharma.com/digitalpharmaeast