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DIGITAL STRATEGY for your brand to stay competitive
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Omni-channel trends, tactics and ideas
How mapping the digital journey informs marketing efforts
HOW TO IMPLEMENT MULTI-CHANNEL STRATEGIES TO ENSURE A PRESENCE
ON A GLOBAL SCALE
The newest channel on the block – machine to machine
communication
PATIENT APPS:are they really for patients?
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5 thAnnual Pharma Marketing Summit Digital Marketing &
CEM
6 - 8 October 2015 I Berlin
Organizer: Silver Sponsor Bronze sponsor
15CASE STUDIESFROM COMPANIES:• Sanofi Pasteur• Mylan• Bayer•
Merck• AstraZeneca
SANOFI - Kasia Hein PetersASTRAZENECA - John Gerow MSD - Ilaria
Catalano VIFOR PHARMA - Hugues Le Choismier
SPEAKERSINCLUDE :
Your Management Development Partner
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Members of Board, C-level, Vice Presidents, Directors, Head and
Senior Managers from the Pharmaceutical indus-try involved in:
Who should attend
• Marketing• Digital Marketing• eMarketing• Global Marketing
• Marketing & Sales• Business Unit• Corporate Strategic
Marketing• Alternative Channels Marketing
• Multichannel Marketing• Brand & Product Management•
Customer Centric Marketing• Customer Experience
SPEAKERS John GerowExecutive Director Strategy, Global
Commercial ExcellenceAstraZeneca
Mariano Martínez CelorrioGlobal Marketing & Medical
AffairsAlmirall
Enrico D’AiutoSenior Marketing DirectorBiotest AG
Vladimir IvashchukHead of Marketing & Sales Operations
RussiaBayer Healthcare Pharmaceuticals
Olga KornilovaGlobal Senior Manager Competitive Intelligence and
Market ResearchFerring Pharmaceuticals
Chris-Carol BremerSenior Vice President Marketing Europe &
AustraliaGrünenthal
Piotr WrzosinskiDigital Experience SpecialistJanssen
Kamil Levent ArslanSales & Stakeholder Relations
DirectorJanssen
Vivian MendoncaRegional Director - Market Access - EEMEA -
Hospital Specialty Care, Vaccines and OncologyMerck
Ilaria CatalanoBusiness Operations & Strategy Executive
DirectorMSD
Kyriakos ZannikosGlobal Head of Multichannel MarketingMylan Tina
LupbergerHead of MarketingNovartis
Katja LundelMarketing & Sales Director for UK, Ireland and
MaltaMylan
Liz MurrayDirector Integrated Multichannel
EngagementQuintiles
Anssi PulkkinenHead of Strategic MarketingRoche
Kasia Hein PetersVP Head of Dengue MarketingSanofi Pasteur
Jeff SolomonDirector MarketingTEVA
Hugues Le ChoismierMarketing & Sales DirectorVifor
Pharma
Advisor:Oliver MitchellMarketing DirectorAbbott
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Dear Colleague,
Welcome to the 5th Annual Pharma Marketing Summit - Digital
Marketing & CEM 2015!
Last year we brought together the leading experts from the
pharmaceutical field to share their experi-ence and knowledge with
you in order to help you in your future developments. The 5th
Annual Pharma Marketing Summit is not an exception and this forum
will provide a platform for leading experts from the digital
marketing and customer experience world to present on current
developments in the field.Pharma marketing is extremely
competitive, with pharmaceutical companies spending a large portion
of their budgets on marketing activities and as the field is
rapidly evolving, the companies need to think ahead when it comes
to the product promotion.
Listen to our speakers from the leading companies of the pharma
world and learn how mapping the digital journey informs marketing
efforts, understand how customer centricity is changing the
pharmaceutical industry, or discover the latest developments in the
Pharma industry including the latest trends in social media,
digital, mobile, branding and regulatory guid-ance.
I am looking forward to personally meeting you in Berlin!
Lucia HavlikovaProduction ManagerAllan Lloyds
5TH ANNUAL PHARMA MARKETING SUMMIT DIGITAL MARKETING AND CEM
Benefits of attending• Hear about how mapping the digital
journey informs marketing efforts
• Explore how to leverage all the available channels to increase
customer engagement (including social media)
• Learn how to make the best channel mix for target
customers
• Gain knowledge of factors which help to identify the best
sites to ensure their high performance
• Gain fresh insight on educational campaign development
• Discover a new offering of product and digital services to
differentiate and increase customer engagement
EVENT PROMISEAttending this unique event represents a great
opportunity to learn from the lead-ing companies such as Sanofi,
AstraZene-ca, Merck, Roche, Novartis or Bayer. Understand the
importance of being customer-centric and learn how to build a
customer-centric Multi-Channel strate-gy for your brand, or
discover how estab-lishing Multi-Channel and Omni-Channel
strategies can help in customer experi-ence.
Professionals from the industry will con-tribute on making the
event valuable through their experience based case studies and
ensure the event turns into a real experience
BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225
www. globalpharmamarketing.com
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BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225
www. globalpharmamarketing.com
KEY TOPICS• The journey to Digital Marketing Excellence•
Integration of digital tactics within Multi-Channel
Marketing• What does big data mean for customer experience
in
2015
• Omni-Channel trends, tactics and ideas• Customer Centricity:
The importance of being
customer-centric• Strategic Digital Marketing• Social Media and
CEM
WORKSHOPWorkshop A: Time to go Mobile 6 October 2015 (14:00 -
15:00)
• The mobile devices of the future – we have smart phones now,
what`s coming next?
• Mobile applications and devices with the potential to
revolutionize patient care
• Patient apps: Are they really FOR patients?
• How to Improve Customer Engage-ment with Mobile
Technologies
• Understanding the Importance of Mobile Health for Pharma
• BIG DATA challenge, how to take advantage of the CRM systems,
data mining, digital aspects in sales, how to use CRM Software
• How to best use all the data to move to customer engagement
promotion-al models
• How tablets are transforming Sales Effectiveness
• Generating hundreds of new busi-ness opportunities using
Social Media
• Selling in A Web-Enabled World
Workshop B: Digital and Omni-Channel Approach6 October 2015
(15:00 - 16:00)
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Wednesday 7 October 2015
SCHEDULE
Thursday 8 October 2015
BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225
www. globalpharmamarketing.com
08:20
08:50 09:00
09:15
10:00
10:45
11:15
12:00
12:45
14:00
14:45
15:30
16:15
16:45
17:30
18:15
19:00
Registration and Morning Coffee
Coffee Break
Lunch
Coffee Break
Cocktail reception
Opening Remarks from the Chairperson
CA
SE S
TUD
YC
ASE
STU
DYDigital practices: what works well and what
doesn‘tVladimir Ivashchuk I Bayer Healthcare Pharmaceuticals
CA
SE S
TUD
YC
ASE
STU
DY
D - DiscussionCASE STUDY - Experience Based Case Study - Great
Opportunities for Networking
Registration and Morning Coffee
Coffee Break
Lunch
CA
SE S
TUD
YC
ASE
STU
DY
CA
SE S
TUD
YC
ASE
STU
DYPatient centricity: 10 lessons Pharma can learn from
FMCG industryOlga Kornilova I Ferring Pharmaceuticals
Strategic Digital Marketing: Commercial Innovation and an
integrated Go To Market Model
Ilaria Catalano I MSD
From insights to actions – a case study of educational campaign
developmentKasia Hein Peters I Sanofi Pasteur
Towards Sustainable Healthcare – Value of DiagnosticsAnssi
Pulkkinen I Roche
Speed Networking Session
WAP (Win Adherence Program), a digital game for transplanted
patients
Enrico D’Aiuto I Biotest AG
Integrating Marketing and Sales To Achieve Commercial
Success
Tina Lupberger I Novartis
CA
SE S
TUD
Y
„Which comes first, the chicken or the egg?”
Kyriakos Zannikos I Mylan
Digital element in Multi-channel approach during launchKatja
Lundell I Mylan
08:20
08:50 09:00
09:15
10:00
10:45
11:15
12:00
12:45
14:00
14:45
15:30
16:15
16:45
17:30
18:15
Opening Remarks from the Chairperson
Speed Networking Session
What are you waiting for? How to successfully deploy integrated
multi-channel activitiesLiz Murray I Quintiles
Interactive Panel DiscussionGroup of Speakers D
Roundtable Discussion
All Attendees
CA
SE S
TUD
YBig Data and AnalyticsVivian Mendonca I Merck
CA
SE S
TUD
Y
Roundtable Discussion
All Attendees
CA
SE S
TUD
YInnovations in e-health
Jeff Solomon I Teva
Coffee Break
Final roundtable, one to one meetings and Closing remarks from
the Chairperson D
CA
SE S
TUD
Y
Hugues Le Choismier I Vifor Pharma
How to integrate digital into your overall marketing, sales and
medical education strategy
Innovating the Pharma Model
John Gerow I AstraZeneca
CA
SE S
TUD
Y
Enhancing Customer Experience While Meeting The Needs Of A
Commercial Business
Mariano Martínez Celorrio I Almirall
CA
SE S
TUD
YSocial media and customer engagement; New Era in Pharma
Marketing
Kamil Levent Arslan I Janssen
AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER
AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER
-
DAY 1 7 OCTOBER 2015 5TH ANNUAL PHARMA MARKETING SUMMIT -
DIGITAL MARKETING AND CEM
BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225
www. globalpharmamarketing.com
08 : 20
08 : 50
10 : 45 Networking Coffee Break
Opening Remarks from the Chairperson
Registration and Morning Coffee
10 : 00 Vladimir IvashchukHead of Marketing & Sales
Operations, RussiaBayer HealthCare Pharmaceuticals
Digital practices: what works well and what doesn‘t
Enchanted by the last technological fad marketers forget about
classic marketing analytical tools and rush forward just to be the
first to implement it. It’s time to stop, think, apply the same
analytical tools we use for other channels and make the best
channel mix for target customers.
• Start with a customer in mind• Right strategy• Right team•
Right channels/technology
CASE STUDY
09 : 00 Speed Networking Session
Don’t forget your business cards! Great 15 minutes ice-breaking
and networking activity to meet your peers before we start
11 : 15 Tina LupbergerHead of Marketing Novartis
Integrating Marketing and Sales To Achieve Commercial
Success?
• Establishing complementary – instead of competing – incentives
for marketing and sales
• Determining the best way to structure your marketing and sales
departments. Who reports into whom? How do structures vary from
large pharma to small biotech?
• Developing a process to bring back insights from the sales
force to the marketing team
• Ensuring marketing is keeping the sales force in the loop
CASE STUDY
09 : 15 Kasia Hein PetersVP Head of Dengue Marketing Sanofi
Pasteur
From insights to actions – a case study of educational campaign
developmentDengue fever is the fastest growing mosquito-borne viral
disease, with almost half of the
world’s population being at risk. Even though the disease
awareness is very high among
healthcare professionals and people living in endemic countries,
many misperceptions and
stereotypes remain. For 20 years, Sanofi Pasteur has been
developing a vaccine against
dengue, which may help to make dengue a vaccine-preventable
disease. Yet existing gaps
in knowledge around the severity and risk of the disease may
hinder a fast uptake of the
vaccine, once it becomes registered in endemic countries.
• Human-centric, evidence-based approach was taken to develop
strategic insights and
customer journey
• They led to the development of behavioral and communication
objectives, and
• Creations of digital solutions and traditional tactics,
resulting in a fully integrated
disease education campaign
CASE STUDY
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DAY 1 7 OCTOBER 2015
BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225
www. globalpharmamarketing.com
5TH ANNUAL PHARMA MARKETING SUMMIT - DIGITAL MARKETING AND
CEM
14 : 45 Enrico D’AiutoSenior Marketing Director Biotest AG
WAP (Win Adherence Program), a digital game for transplanted
patients
The talk will be about the idea to transform drugs for
transplanted patients (viro-tatics, immunosuppresives, etc..) from
negative goods to positive goods to improve adherence, using the so
called Gamification strategy.
CASE STUDY
12 : 00 Liz MurrayDirector Integrated Multichannel Engagement
Quintiles
What are you waiting for? How to successfully deploy integrated
multi-channel activities
• Based on research among pharmaceutical companies, learn about
the industry’s opinion and current use of multi-channel marketing
options
• Learn how to overcome potential internal and external hurdles
and how to find the right partner to successfully deploy effective
activities
• Get an insight on the results you can expect, which will help
you demonstrate ROI to your stakeholders
15 : 30
14 : 00 John GerowExecutive Director Strategy, Global Commercial
Excellence AstraZeneca
Innovating the pharma model
• Creating and selling your vision• Measuring impact• Embedding
capabilities• Lessons learned
CASE STUDY
16 : 45 Kyriakos ZannikosGlobal Head of Multichannel Marketing
Mylan
„Which comes first, the chicken or the egg?”
Every company tries to catch up with their Digital
Transformation Plan. This change is usually starting from the
Marketing or Commercial Dpts, while the scope and intention of such
transformation is organization wide. Let’s analyze together how
digital transfor-mation really impacts MarCom strategy and
operations.
• Is Digital Strategy Following MarCom Strategy or vice versa? •
How Digital Strategy impacts MarCom and overall Organization
Structures • Does a CDO role makes sense in the future
CASE STUDY
16 : 15 Networking Coffee Break
AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER
-
DAY 1 7 OCTOBER 2015 5TH ANNUAL PHARMA MARKETING SUMMIT -
DIGITAL MARKETING AND CEM
18 : 15
Chris-Carol BremerPiotr WrzosinskiJohn GerowKyriakos
Zannikos
SPECIAL FEATURE: Interactive Panel Discussion
In this session, the audience has an opportunity to ask
questions and have anopen interactive discussion with the
discussion panelists.
• How an effective Social Media Strategy can help in developing
your Customer Experience Management Programs?
• What Social Media Channels are the most effective for your
business?• Develop online and social media strategies that work•
Using alternative ways of communication to increase loyalty in
different stake-
holders• From TV-sets to Facebook – media versus networks• How
to deliver real value to the real end user: the community with
which you
want to engage
DISCUSSION
19 : 00 Cocktail Reception
BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225
www. globalpharmamarketing.com
Click on image for play video with testimonials from our
event
17 : 30 Hugues Le ChoismierMarketing & Sales Director Vifor
Pharma
“How to integrate digital into your overall marketing, sales and
medical edu-cation strategy and ensure fusion of online and offline
efforts while respecting legal and regulatory guidelines”
• Take your time• Associate all the departments of the company•
The success can only be collective• Conclusions
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DAY 2 8 OCTOBER 2015 5TH ANNUAL PHARMA MARKETING SUMMIT -
DIGITAL MARKETING AND CEM
BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225
www. globalpharmamarketing.com
`
08 : 20
08 : 50
10 : 45 Networking Coffee Break
Opening Remarks from the Chairperson
Registration and Morning Coffee
09 : 15 Ilaria CatalanoBusiness Operations & Strategy
Executive Director MSD
Strategic Digital Marketing: Commercial Innovation and an
integrated Go To Market Model
Provide an overview of an integrated go to market model: a new
offering of products and digital services to differentiate and
increase customer engagement
• Digital strategy• Commercial innovation & Got To Market
Model• How to leverage all the available channels to increase
customer engagement
(including social media)• Digital execution and measured
KPIs
CASE STUDY
11 : 15 Olga KornilovaGlobal Senior Manager Competitive
Intelligence and Market Research Ferring Pharmaceuticals
Patient centricity: 10 lessons Pharma can learn from FMCG
industry
The world of Pharmaceutical industry is changing dramatically
and there is a need for quick shortcuts to facilitate speedy
transformation for Pharma companies. Pharma do not need
“reinventing the wheel” and can learn from FMCG industry for
improv-ing its consumer-centricity. 10 concise and practical
lessons will be shared with Pharma audience based on observation of
the FMCG market research expert with 22 + years of experience who
immersed into Pharma and see with “fresh eye“ where improvement and
efficiencies can be found.
• Setting the scene (changes, transformation and “inconvenient”
truth)• 10 lessons that Pharma can learn from FMCG• What is
next?
CASE STUDY
10 : 00 Anssi PulkkinenHead of Strategic Marketing Roche
Towards Sustainable Healthcare – Value of Diagnostics
• Patient pathways and in vitro diagnostics are pivotal targets
in cost-efficient man-agement of diseases
• Sustainability of healthcare is dependent on resources
pooling• In the world of the omni-channel era, marketing may take
new roles looking into
patient pathways
CASE STUDY
09 : 00 Speed Networking Session
Don’t forget your business cards! Great 15 minutes ice-breaking
and networking activity to meet your peers before we start
-
DAY 2 8 OCTOBER 2015
BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225
www. globalpharmamarketing.com
5TH ANNUAL PHARMA MARKETING SUMMIT - DIGITAL MARKETING AND
CEM
14 : 45 Jeff SolomonMarketing Director Teva
Innovations in e-health
• How pharma is looking at e-health & e-connectivity• The
way to build brands in the future
CASE STUDY
14 : 00 Katja LundellMarketing & Sales Director for UK,
Ireland and Malta Mylan
Digital element in Multi-channel approach during launch
Through a case study discuss the cornerstones of marketing mix
and especially the digital/on-line element during a launch of a
product
• Making better-informed and faster decisions as a result of
customer behavior in digital space
• Get ‘closer’ to your customers with smarter, more valuable
interactions• Deploy the right analytics and KPIs to create the
right impact for your business; how
to set KPIs and what to measure
CASE STUDY
12 : 00
16 : 15 Networking Coffee Break
16 : 45 Vivian MendoncaRegional Director - Market Access - EEMEA
- Hospital Specialty Care, Vaccines and Oncology Merck
Big Data and Analytics
• The impacts that Big Data integration has on CEM – Looking at
the implica-tions
• Big Data Analytics and Customer Experience Management moving
forward• Big Data changing the way of company thinking and
research
CASE STUDY
15 : 30 Kamil Levent ArslanSales & Stakeholder Relations
Director Vifor Pharma
Social media and customer engagement; New Era in Pharma
Marketing
• What could be the challenges in using social media in Pharma
marketing• Why should we embed Social media in our channels• What
could be the multichannel marketing model in the near future?
CASE STUDY
17 : 30 Mariano Martínez CelorrioGlobal Marketing & Medical
Affairs Almirall
Enhancing Customer Experience While Meeting The Needs Of A
Commercial Business
• Understanding your customers and what enhances the customer
experience• How can brand managers balance the needs of your
customer with the needs
of your business• Getting other stakeholders on board to support
an even balance
CASE STUDY
AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER
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5th Annual Pharma Marketing Summit DIGITAL MARKETING & CEM
2015 6 - 8 October 2015 I Berlin
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