2016 DTC Emerging Companies and Brands Brochure

Presents

San diego, CAAndaz HoteL

DTC for EMERGING COMPANIES & BRANDS JUNE 21-22

www.dtcperspectives.com/dtcwest FOR EMERGING COMPANIES

& BRANDS

P E R S P E C T I V E S Add the DTC Health Technology

Seminar to your registration

for only $100 through May

27th.

SPECIAL OFFER INSIDE

dtctechembrochure.indd 1 2/24/16 11:15 AM

About DTC for Emerging Companies & BrandsFrom its high levels of regulation and a complex approval process, to its competitive landscape, Direct-To- Consumer (DTC) pharmaceutical marketing is different than any other sort of marketing that exists. This new conference will provide guidance to navigating the difficult DTC landscape and help you lead your company through important steps and issues from the DTC planning process including budgeting, agency and media selection, creative formulation, and the regulatory process. This is a must attend event if you are about to launch a pharmaceutical product to consumers, have a product under development that may end up being marketed directly, or have an employee new to the DTC space and they need a crash course on how this differs from any other sort of marketing.

FOR EMERGING COMPANIES & BRANDS

Who Should Attend This Event? - Pharma Marketers At Companies Considering Doing DTC- Marketers New To Pharma Marketing- Executives at Companies Considering DTC Marketing in the future- Advertising Agency Account Managers and Creatives- Multicultural Marketers- Vendors Looking to Meet New and Future Potential Clients



Tuesday, June 21stWELCOME TO DTC FOR EMERGING COMPANIES & BRANDS9:00-9:15

IS DTC RIGHT FOR MY BRAND?9:15-10:00 Jim Joseph, Chief Integrated Marketing Officer & President of the Americas, Cohn & WolfeLaunching a DTC campaign requires a lot of time, internal support, and proper planning. Before venturing down this path, you will need to determine if DTC is appropriate for your brand. Let marketing and branding expert Jim Joseph guide you in assessing what will – and won’t – work for your product.

WHAT MARKET RESEARCH IS NECESSARY?10:00-10:30 Fred Church, Vice President – Commercial Strategy & Forecasting, Ipsos HealthcareMarket research is a crucial step in developing your DTC plan. But what do you need to know? Learn from market research leader Fred Church about the basics of designing a campaign – from the qualitative research to concept testing to simulated environments through ROI forecasting.

NETWORKING BREAK10:30-11:00

CRAFTING THE RIGHT CREATIVE STRATEGY & MESSAGE11:00-11:45 Moderator: Jim Joseph, Chief Integrated Marketing Officer & President of the Americas,Cohn & Wolfe / Panelists: Bill Drummy, Founder & CEO, Heartbeat Ideas / Matthew Howes, SVP, Marketing Innovation, Palio / Additional panelists TBAOnce you conduct the appropriate market research, you will have a better sense of what messaging will resonate with your consumer. But how do you decide on the right creative strategy? And what message will work best for your brand and its patients? Our panel of thought leaders will help you decide what you should incorporate or avoid to create a strong impact with consumers.

PERFORMANCE METRICS11:45-12:15 Crossix Executive TBDDeveloping methodologies and metrics will provide you with unbiased and actionable insights during the testing phase. How should you test market your advertising? Should you do a small test market area or would a simulated test market be more logical? These analytics will help you shape your brand’s image and messaging further before an official launch.

LUNCH12:15-1:15

UNDERDOG BRANDS1:15-1:45 Bill Drummy, Founder & CEO, Heartbeat IdeasWith many disease state markets already in high competition, how do you enter the space? Just because you can’t outspend your more established competitors, doesn’t mean you can’t outsmart them. Sharing real-world cases and results, Bill Drummy retakes the stage to help you develop a philosophy that you will need to display to compete, as outlined by the “Five Underdog Behaviors”.

THE ROLE OF THE INTERNET & SOCIAL MEDIA MARKETING1:45-2:30 Moderator: Fabio Gratton, Co-Founder & CEO at CureClick, Sonic Health, inVibe, & Alchemy / Panelists: Wendy Blackburn, Executive Vice President, Intouch Solutions / Executive from Digitas Health LifeBrands / Additional panelists TBAWith so much uncertainty still lingering around the internet and social media, many brands fear venturing into the arena. But remaining silent is often worse as not only are consumers still having conversations, but so may be your competitors. Our panel of digital authorities will help you navigate your way so you can provide your consumers with accurate and sought-after information. Furthermore, learn how to create a truly two-way communication, as intended with this media channel.

DEMYSTIFYING MULTICHANNEL DTC PLANNING2:30-3:15 Dorothy Wetzel, CEO, extrovertic Communications ConsultingConsumer marketing, even in Pharma, used to be much easier. Shoot a TV ad; craft a CRM program and maybe throw in a celebrity media tour and you were done. Now with DTC TV under attack, consumer information seeking habits in flux and the explosion of communication options, planning a consumer marketing campaign can seem more challenging than ever before. But it doesn’t have to be. Learn to employ a variety of simple frameworks that, when used in combination, can help new to DTC marketers put together a creative and defensible consumer plan.


DTC LAUNCH CASE STUDY 3:45-4:15 TBDDrawing from an actual case study launch, learn what the brand team needed to do to conceptualize, develop, and launch their campaign. They will share what obstacles they faced, how they overcame them, as well as best practices learned along the way.


AGENDAJUNE 21, 2016


WHAT IS REQUIRED INTERNALLY?4:15-5:00 Moderator: Bob Ehrlich, CEO & Chairman, DTC Perspectives / Panelists TBAGetting internal buy-in can be tough. This panel discussion will answer the following questions as you shape up your case for a DTC launch and set management expectations: When should we begin DTC development? How soon before launch should DTC pre-planning begin? When and how will we pick an advertising agency? Who should lead the DTC effort internally? Do I need to hire a consumer marketer?

NETWORKING COCKTAIL PARTY5:00-6:00

Wednesday, June 22ndWELCOME TO DTC FOR EMERGING COMPANIES & BRANDS DAY 28:30-8:45

DTC AT THE POINT OF CARE8:45-9:15 Josie Waters, Associate Principal, ZS AssociatesIn addition to getting consumers to notice your brand, you also have the added challenge of getting them to ask for your brand from their healthcare professional. How do you inform and educate doctors of your DTC program? What can your brand do to add value to the ever-important doctor-patient dialogue? Learn how to aid and support both sides to improve patient health outcomes.

SUCCESSFULLY NAVIGATING THE COMPLEX WORLD OF PATIENT COPAY PROGRAMS9:15-9:45 Al Kenney, Founder, Alpha 1CWith over $6 billion being spent on Patient Copay offset last year, these programs are now mainstream and an intricate part of every DTC pharma marketer’s portfolio. But constructing effective Copay programs involve much more than meets the eye. A lack of data and complex business rules can lead to poorly designed programs which fall short of objectives and exceed budget. Learn about best practices in the development of these programs and how to optimize your current brand’s program to generate the best results based on the brand’s specific objectives (e.g., higher incremental volume, increased adherence, and better ROI).

SHOULD I CONSIDER MULTICULTURAL MARKETING AT LAUNCH?9:45-10:15 Steve Millerman, President & Founder, EMCAYOver 1/3 of the US and some of the fastest growing consumer segments across therapeutic areas, the US multicultural market is more tech savvy, has a better promotional response and in some cases has a multi-billion dollar upside for an Rx brand. A traditional, “old school” DTC plan will

miss the majority of this consumer base. With pharma overall still being behind other industries in this DTC space, being first to market is achievable and will almost guarantee a disproportionate share versus competition.

KNOWING WHEN AND HOW TO UTILIZE CELEBRITY ENDORSERS10:15-10:45 Bob Williams, Author of The Brand Agent and CEO/COO of Burns EntertainmentMany brands utilize celebrities to help generate buzz for a brand and engage with consumers. Having worked with countless celebrities over the years, celebrity marketing expert Bob Williams will teach you how your healthcare brand can leverage celebrities to emotionally connect with consumers, propel your brand’s awareness, and produce record sales.


REGULATORY/LEGISLATION11:15-11:45 Jim Davidson, Shareholder, PolsinelliDTC advertising is unlike any other sort of advertising from a regulatory standpoint. From the myriad of changing laws to the preclearance requirements from FDA to understanding what ads can and cannot contain, a great understanding of regulatory is essential to doing DTC. This presentation will provide a crash course in navigating this red tape.

OPTIMIZING YOUR CAMPAIGNS11:45-12:30 ROI Expert TBADTC campaigns can be a significant investment. You want to ensure that your brand actually performs as you have prepared. How do you set DTC objectives for return on investment (ROI)? How do you measure results objectively? Learn ROI best practices to establish benchmarks, how to minimize waste, and how to continually optimize your investments.

THE SHORT- AND LONG-TAIL OF MARKETING12:30-1:00 Eric Talbot, Principal & Founder, Epiphany Insights, Inc.As with all brands, your campaign will experience a lifecycle. But do you know how long you should do DTC advertising? Should it be only during launch? How do I adjust my campaign throughout my product’s lifespan? Learn from strategy and analytics expert Eric Talbot about knowing when and how to evolve your campaigns as your brand ages.

AGENDAJUNE 21-22

Special Postconference Seminar for DTC for Emerging Companies & Brands Attendees-Additional Registration Required

DTC HEALTH TECHNOLOGY SEMINAR | JUNE 22www.dtcperspectives.com/tech

SPEAKERS



AGENDAJUNE 22

Special Postconference Seminar for DTC for Emerging Companies & Brands Attendees-Additional Registration Required

DTC HEALTH TECHNOLOGY SEMINAR | JUNE 22www.dtcperspectives.com/tech

P E R S P E C T I V E S

San diego, CAAndaz HoteL

Matthew ArnoldPrincipal Analyst

Decision Resources Group

“Wearables: Beyond the Worried Well, Beyond the Pill”

Dan ChichesterChief Creative

OfficerLLNS

“Play With Your Health”

Robert PalmerEVP, Managing

DirectorJuice Pharma

“Essential Elements of Mobile

Marketing”

Ashik DesaiEVP of Business

Growth & AnalyticsContextMedia:

Health“How Innovation is Disrupting the Patient-Physician

Conversation”

SPEAKERS

• LearnhowtouseNewTechnologiestobetterMarketYourBrand• ThelatestformarketersinEHRs,Wearables,Apps,Games,andTelemedicine• Small-groupseminar(approximately50people)tofacilitatediscussiononyourbrand• AttendjusttheseminaroraddtoyourDTCforEmergingCompanies&BrandsRegistrationfora

smallfee• Aspecialnetworkingcocktailpartyaftertheseminar


JUNE 22

PASS OPTIONS

$1495

REGULAR PASS

INCLUDES ACCESS TO ALL SESSIONS, NETWORKING BREAKS,

AND COCKTAIL PARTY

SILVER PASS

INCLUDES ACCESS TO ALL SESSIONS, NETWORKING BREAKS, COCKTAIL PARTY, AND INCLUDES

ACCESS TO DTC HEALTH TECH SEMINAR

$1295Register by May 27th to receive $200 discount

$1695 $1395Register by May 27th to receive $300 discount

Register by May 27th to receive $100 discount

Philadelphia, PASonesta HoteL

MULTICULTURAL HEALTH MARKETING NATIONAL

OCT 25-26, 2016www.mchnational.com

DTC FORUM ON TV AND PRINT

OCT 27-28, 2016www.dtcperspectives.com/forum



DTCNATIONAL CONFERENCE

Join the largest annual conference focused solely on direct-to-consumer Rx marketing DTC-NATIONAL.COM

The DTC National is returning April 19-21, 2016 and will provide the latest insights, research and case studies on all aspects of DTC (direct-to-consumer) pharmaceutical marketing. Hundreds of industry members will participate at this thought-provoking and fun event – becoming better equipped for the future of consumer healthcare marketing.

2016 FEATURED SPEAKERS

APRIL 19-21, 2016SHERATON BOSTON

TOM ROGERSChairman of the Board

TiVo, Inc.

MICHAEL SINKINSONAssistant Professor, Business Economics and Public Policy

The Wharton School, University of Pennsylvania

DR. DAVID AGUSProfessor of Medicine and News

Contributor University of Southern California

and CBS News

DACIA HIBBERTMarketing Director

ViiV Healthcare


JUNE 21-22, 2016

Interested in attending with a group of colleagues? Contact Scott Ehrlich at [email protected] or by phone at 770-559-0702 for group registration options.

Scan the QR code or visit us at dtcperspectives.com/dtcwest

HOW TO REGISTER

Bill DrummyHeartbeat Ideas

Dorothy Wetzelextrovertic

Communications Consulting

Jim JosephCohn & Wolfe


Jeri ThomasThe Medicines

Company

Jim Davidson Polsinelli

Fred ChurchIpsos Healthcare


Documents

2016 DTC Emerging Companies and Brands Brochure