Social Media in the Pharmaceutical Industry Day One | Monday 21st January 2019

8.30 Registration & Coffee

9.00 Chair’s Opening Remarks

Emma Sutcliffe, Director Patient Engagement and Innovation,

NexGen Healthcare Communications

OPENING ADDRESS / KEYNOTE ADDRESS

9.10 Optimization of social media usage amongst pharma companies

• Clarifyingthecurrentpitfallsofsocialmediainpharma

• Assessingthekeyareaswheresocialmediacangivevaluable

benefitstopharma

• Futurepredictionsforsocialmediausageinpharma

Emma Sutcliffe, Director Patient Engagement and Innovation,

NexGen Healthcare Communications

ENGAGING PATIENTS AND HEAlTHCARE PROfESSIONAlS THROuGH SOCIAl MEDIA

9.50 Pharma & social media: a possible combination

• SocialMedia:astrongsolutionfordiseaseawarenesstoengage

and inform patients

• Socialengagement-Howtousesocialnetwork&digital

communication to engage HCPs

• MarketingAutomation,CloseLoopMarketing,Multi-Channel

Experience to design the Customer Journey

• Casestudy–initiatives&solutions

Stefania Alvino, Multichannel Manager, Daiichi Sankyo Co., ltd.

10.30 Morning Coffee

11.00 Exploring a result driven, value focused social media strategy in

pharma

• Optimisingvaluefocusedmeasurement

• Provingthelong-terminfluenceofsocialmediainthepharma

company

• Clarifyingthereturnofinvestmentonsocialmediaactivity

lin lei, Associate Director, Digital Customer Engagement, Teva

11.40 The future of customer engagement: a programmatic approach

• Exploringtheplaceofprogrammaticcustomerengagementin

modern marketing

• Thechallengesandsuccessesaprogrammaticapproachbrings

to the table

• Whereisitheadednext?

Paul Tunnah, CEO, PharmaPhorum Media

12.20 Networking lunch

SOCIAl MEDIA MARKETING STRATEGIES

13.20 Being a good corporate social media citizen

•Whatitmeanstobeagoodcorporatesocialmediacitizen

• Afocusonoptimizingdiseaseawarenessthroughsocialmedia

channels in pharma

• Howpharmacompaniescantranslatepatientengagementinto

optimizationofsocialmediausage

Roeland van der Heiden, Digital Director, AstraZeneca

14.00 The rise of Social Media in pharma: shifting the focus on patients

as stakeholders

• Howsocialmediacontributedtotheriseofe-patients

• Howregulatoryadaptedtoengagewithpatientsand

consumers online

• Examplesofsuccessfulpatientactivationcampaignsat

LEO Pharma

• Movingforward:patient,innovationanddatacollection

Simon Ip, Global Digital Communications Specialist,

Global External Communication, lEO Pharma

14.40 Afternoon Tea

15.10 Evolution of the digital in pharma from web/email/edetail channels

to extended reality and AI-supported solutions

• FromWebtoExtendedReality:evolutionofthedigitalhealthcare

experience

• InsightsintocasestudiesatBoomerangPharma

Piotr Wrzosinski, AccountDirector,Boomerang,Accenture

Interactive

15.50 using SM/SN and Strategic Competitive Intelligence to learn about

your competitors and uncover early warning signals and future

opportunities for your brand

• UsingSM/SNresearchandcompetitor/marketintelligencein

order to remain competitive in the marketplace

• UnderstandingwhichSM/SNyouraudience(s)useandhowand

where you should be focusing your targeting efforts

• WhatthefutureholdsforSM/SNandIoTinPharma:Whereis

futuredisruptioncomingfrom?(earlyinsightsfromourresearch)

Timos Papagatsias, CEO, lucidQuest

16.30 Chair’s Closing Remarks and Close of Day One

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Social Media in the Pharmaceutical Industry Day Two | Tuesday 22nd January 2019

8.30 Registration & Coffee

9.00 Chair’s Opening Remarks

Jason Browning, Global Head of Digital Communications & Social

Media, Novartis

OPENING ADDRESS / KEYNOTE ADDRESS

9.10 Driving performance by forming employee insights

• Theimportanceofhavinganemployee-centricmindset

• Packagingquantitativeandqualitativedatatotellthefullstory

• Discoveringtheimpactofinternalsocialchannels,dotheyimply

betterefficiency?

Jaclyn Kirkman, Digital Insights Manager, GSK

THE POTENTIAl Of SOCIAl lISTENING

9.50 Personalising the content relationships with AI

• Themainrelationshipdoctorswantwithpharmaistofeelsafe

prescribing treatments

• Personalisingcontenttotheindividualwithoutunnecessary

repetition is key to a lasting relationship

• AIcancapturepatternsabouteachdoctorandspeedup

learning the path to prescriptions

Jacob Degn flindt, Founder, inforMed.pro

10.30 Morning Coffee

11.00 Social listening: procedures and practices to consider before

implementation

• Internalandexternalstructurestoadopt

• Ethicalandlegalimplications

• Platformsavailable

• Exampleoutputs

Alan Shaw, Director, Strategic Planet; Senior Lecturer: Digital

Marketing, Northumbria university

11.40 Congress listening for HCP Insights

• Onaverage,HCP’scontribute3-9%ofonlineconversationin

most therapeutic area discussions

• Atmedicalcongresses,HCP’scontribute25-45%ofonline

conversation, creating a rich source for insights

• HCP’ssharequestionsandconcerns,commentonclinicaltrials,

treatments,sessions,andpharmaco.’s

• Learnhowtotakeyourkeybusinessquestionsintocongress

listening to gain actionable insight

Jackie Cuyvers, CEO, Convospheres

12.20 Networking lunch

13.20 How healthcare brands use Social Insights to drive awareness and

engagement with target audiences

• Socialhasevolvedtobecomeavitalsourceofunderstanding,

validation,andguidanceforpeoplefindingtheirwaythrough

the confusing world of healthcare

• AtthesametimeHealthcarebrands,realizingthepotentialof

digital to form new relationships with consumers, are busy rolling

out wide-reaching transformation programmes

• Socialinsightiswhatconnectsthetwo

• We’llshowhowsomecreativehealthcarebrandsareusingsocial

insight to better understand the deep needs and behaviours of

patientsandtheircareers–andtheopportunitiesthisbringsto

engage with them more effectively

Jeremy Hollow, Founder, listen & learn Research

CuSTOMER AND CONSuMER CENTRICITY

14.00 Reaching scientists on social media – The customer-centric

approach

• Stopusinggenericimages&textandstarttellingstories

• B2Bsocialmediastrategies

• Bestpractices

Dennis fink, Campaign Manager and Social Media Channel

Expert, Qiagen

14.40 Afternoon Tea

15.10 Consumers are increasingly talking about pharmaceutical

products: It’s time to join the conversation

• Over60%ofconversationsaboutpharmaceuticalcompanies

and their products are not tagged on social media

• Learnhowandwhytolisten,engage,andanalysetheonline

buzzaroundhealthcarebrands

• Benchmarkagainstotherbrands,andbetterunderstandtheir

social presence

Mick Griffin,PartnerandChiefRevenueOfficer, Brand 24

15.50 Data driven strategy decisions for Healthcare brands

• Usinginternationaldatatoimprovehealthoutcomesofpatients

• Howcompaniesarecurrentlyusingpatientdataobtainedon

SocialMediatooptimizepatientoutcome

• What’supnextfordevelopmentofdataservices

16.30 Chair’s Closing Remarks and Close of Day Two

leo Ryan, Vice President, Customer Success, EMEA, Spredfast

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HAlf DAY POST-CONfERENCE WORKSHOPWednesday 23rd January 2019

Holiday Inn Kensington forum, london, uK8.30 - 12.30

Social listening with Node XlWorkshop leader:

Alan Shaw, Director, Strategic Planet; Senior Lecturer: Digital Marketing, Northumbria university

Workshop Overview: Social listening is as an important arm of the market intelligence process. It allows you to track conversations about your brands, your competitor brands or the market in general. There are now many organisations providing tools and services to support this need, some are free but most command a hefty premium. This workshop has been designed to provide participants with an insight into the world of social listening and how it can be exploited. Participantswill needa laptopwithNodeXLBasicExcel * installed.

*NodeXLrequiresuseofMicrosoftWindows™(XP,Vista,7,8,10)andMicrosoftOffice™(2007,2010,2013,2016).Youcandownload it here (admin rights may be required): http://nodexlgraphgallery.org/Pages/RegistrationBasic.aspx

Why should you attend this workshop? 1. Learn how to capture and manage big data

2. Understand the strengths and weaknessesof Social listening

3. Generate ideas for marketing campaigns

4. Buildaportfolioofevidencetosupportstrategicproduct decisions

5. Trackyourbrand’sperceptioninthemarketplace

Agenda

8.30 Registration and coffee

9.00 Opening remarks and introductions

9.15 Expectations of using social media•Breakoutsession:whatexpectationsdoyou

have of using social media in your business life• Breakoutsession:whatwouldyoulikefromthis

session

9.45 free and paid social listening tools• AreviewofSocialBearing(afreesociallisteningtool)

10.15 Node Xl: an introduction•CapturingdatafromTwitter

10.30 Morning Coffee

11.00 Track your brand’s perception in the market place• UsingNodeXL

11.30 Who are the market influencers• UsingNodeXL

12.20 Closing remarks

12.30 End of workshop

About the Workshop leader: Alan is a senior lecturer in Digital Marketing at Newcastle BusinessSchool.HeisalsoaTrusteeatXPERTHealth,anationalcharity supporting diabetics through structured education and a director of Strategic Planet Ltd, a boutique digital marketing agency. He has experience of working with epilepsy, diabetes, Crohn’sdisease,inbornmetabolicdisordersandhasworkedinthe veterinarian and wound management sectors. Alan has been involved in patient advocacy groups and helped the Expert Patients Programme transition from being part of the NHStobecomingacommunityinterestcompany(CIC)thena charity.

About the Organisation: Newcastle Business School has a globalreputation for delivering some of the best business management education in the UK.

Through Knowledge Transfer Partnerships Newcastle BusinessSchool provide academic and professional expertise to help organisationsimproveprofitabilityandefficiency.ItsCorporateExecutiveDevelopmentCentrealsoworkswithmorethan700business leaders and managers offering learning experiences thatenablesignificantandsustainablechange.

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HAlf DAY POST-CONfERENCE WORKSHOP B Wednesday 23rd January 2019

Holiday Inn Kensington forum, london, uK13.30 - 17.20

Strategic Digital Pharma MarketingWorkshop leaders:

Kate Hawker, Managing Director, HealthBrandsand Aleena Hasnain, DigitalHealthStrategist,HealthBrands

from Edelman uK

Workshop Overview: Understand the key requirements to design a multi-channel digital pharma communications strategy for your brand, therapeutic area or company by taking an insight-driven and audience-centric approach.

Why should you attend this workshop? • Learnhowtodevelopadigitalstrategytostaycompetitive.• Knowhowtointegratedigitalintoyouroverall

communications plan • Learnhowtounderstandandreachhealthcare

professionals at the right time, on the right channel with the right message

• Knowhowtoselectthedigitaltacticswhicharebestsuitedtoachieveyourspecificbrandplandrivers

• UnderstandhowtoselecttherightKPIsanddeliverROIforyour digital plan

Agenda

13.30 Registration and coffee14.00 Opening remarks and introductions14.10 Discovery: Taking an insight-driven approach

•Toolstounderstandandprofileyouraudience•Onlinebehavioursofhealthcareprofessionals•Casestudy

14.40 Strategy: Defining a multi-channel digital pharma strategy •Keyelementsofadigitalstrategy:content,channel

and distribution •Whatmakesgreatcontent?•Casestudy

15.10 Afternoon Tea15.50 Tactics: What do you need in your digital toolbox?

•Understandingthekeyapproachestoengagewithhealthcare professionals online

•Casestudy16.30 Exercise & Case Study 17.10 Closing remarks17.20 End of Workshop

About the Workshop leaders: Kate Hawker Kate serves as the managing director of the Edelman UK Health team and has great expertise in directing global, pan-European and UK communications programmes for biopharmaceutical companies across a variety of therapeutic areas. She specialises in global communications to drive fully integrated brand and corporate communications, targeting a diverse range of external stakeholders particularly payors, healthcare professionals and patient advocacy groups. She specialises in strategic planning for best-in-class global practice for market shaping and product communications launches and ongoing programmes to maintain competitive advantage. Kate has worked on global campaigns for AstraZeneca, GSK, Novartis, Illumina, LEO, Baxter, Takeda, Boehringer-Ingelheim,BristolMyersSquibb,ColgateandSevenSeas.PreviouslyPracticeChairforHealthcareEMEA&UKatBurson-Marsteller,Katehasa 25-year track record in pharmaceutical communications,where she was responsible for the direction and organic growth ofallexistinghealthcareclientsservicedbytheBurson-MarstellerofficeinLondon.

Aleena Hasnain With over 10 years of experience, Aleena is a strategic planner and a digital health strategist, with a passion for discovering audience insights to inform integrated campaigns and digital strategies. With this hybrid role, her work is rooted in developing data-driven and audience-centric strategies to ensure campaigns are reaching and engaging the right audience, on the right channel, with the rightmessage. Specifically, herareasof focus includedigitalhealth communications and marketing, HCP engagement, influencer mapping, audience identification/segmentation,audience personas, message frameworks, campaign branding,andchanneldistribution.She’sdesignedand leadboth U.S and global digital communications for a variety of health and pharmaceutical companies including AstraZeneca, MedImmune, Amgen, GSK, Shire and Janssen.

About the Organisation: As the healthcare digital landscape rapidly evolves, Edelman provides communications marketing solutions that are rooted in our

deep knowledge of the health sector. Our health specialists understand medical, scientific, business, policy and societalissues – and this understanding is enhanced by our deepexpertise in public affairs, corporate reputation, creative, social and digital, planning, issues management and research. www.asdevents.com - www.asdevents.com/event.asp?id=19032