Fleming Europe Agenda - 3rd eMarketing Pharma

11 – 13 SEPTEMBER 2013 Hotel Barceló SantS | Barcelona

YoUr PreStIGIoUS SPeaKerS and PanelIStS

SPecIal FeatUreS SocIal MedIa daY

training with case studies and case exercises

WorKSHoP Social media & the pharma industry – a turbulent marriage

Panel dIScUSSIon following a session of case studies from various countries

Several netWorKInG SeSSIonS with plenty of discussion opportunities

lUcKY draW – win 1 of 3 books “the Web-Savvy Patient” by andrew Schorr with Mary adam thomas

John Mack “Pharmaguy” | President Pharma Marketing NetworkEMMa D‘arcy InventIvhealth | Head of Participatory MedicineanDrEw Schorr PatIentPower.Info | Founder and HostJoSEp SolDEvila MElgarEJo gruPPo angelInI | Digital Marketing DirectorXaviEr olba SanofI IberIa | Digital Business Strategy Manageryannick Di MonDo mylan | Digital Director EuropehaiDEr allEg gedeon rIchter Preglem | Global eMarketing Manager Dr rob hickSricarD roblEDo novartIS | e-Marketing Manager nicolaS pokorny brItannIa PharmaceutIcalS | Regional Director, EMEA / Latin AmericaalEXanDra FulForD PharmaguaPa | Pharma Digital Strategy and Social Media ConsultantvincEnzo Di MEo boehrInger IngelheIm | Product ManagerlourDES pérEz, JanSSEn PharmaceutIcal comPanIeS of JohnSon and JohnSon eBusiness Manager ToM rEnnEbErg eSanum | CEOgokhan SalManoglu PfIzer | Regional Director, Multi Channel Marketing Shona DaviES univadis®/merckmedicus Associate Director Marketing Communication/ChannelsDr. zakiuDDin ahMED healthcare ParadIgm | President Pharmevo | Director eCommunicationsEvgEniy viShkovSkiy CEO and founder of „vrachI rf“Tibor cEMicky vIvantI | Business Development Leader BU Europe

3rd Annual PHARMAeMARketing CongRess

prE-conFErEncE Social MEDia Day:TrAining led by:

alEXanDra FulForDPHarMa dIGItal StrateGY and SocIal MedIa conSUltantpharMaguapa

SvEn awEgEexecUtIve dIrector & SenIor conSUltant, pharMa STraTEgic

oUr exPert advISorY Board

JoSEp SolDEvila MElgarEJo gruPPo angelInI | Digital Marketing DirectorTiMoThy whiTE lundbeck | Global Director & Head of Customer Interaction ManagementMikaEl linDblaD meda Pharma | Head of Digital Marketing ManagementrEnE nEubach | former PfIzer PharmaceutIcalS eMarketing Manager, Specialty Care Europe

IN tHE CHAIRhaiDEr allEg | gedeon rIchter Preglem | Global eMarketing Manager

GOLD SPONSOR

endorSInG PartnerS

WHat dId oUr PaSt attendeeS SaY?business Development Director, basecase Management

“The organisation of the event was great! The size of the audience was also very good as it gave an opportunity to speak to many people.”

vp research & pharmaceutical partnerships, patient knows best “Thank you for this event! it was very well organised with a great range of subjects.”

product Manager, reig Jofre group “The event was very well organised, i appreciated all presentations being on time as planned. Speakers were brilliant!”

nordic product Manager immunotherapy, octapharma nordic “good program, nice venue, well organised event.”

WHo WIll attend

Senior vice presidents, vice presidents, Senior Executives, global heads, heads, international Directors, Senior Directors, Directors, Senior Managers, Managers of:

e-Marketing / Marketing / Interactive Marketing / consumer Marketing / Brand and Product Management / relationship Marketing / Internet communications / Global Marketing / Business development / e-communication / Innovations / Social Media / Multichannel Marketing / e-Media / online communication / e-Strategies / Marketing & Sales / Marketing excellence / Branding / Strategic Marketing / Brand Management

event inTroDucTionBuilding on the success of the 2nd Annual, we have created a highly interactive program specifically designed to discuss and address current trends and challenges faced by pharmaceutical companies, with a special focus on providing solutions to these challenges, as they increasingly leverage the potential of several e-Marketing channels.

Featuring expert speakers and innovative solution providers, the 3rd annual Pharma e-Marketing congress provides the platform for the exchange of valuable insight into today‘s e-customers, and equips pharmaceutical companies with the tools needed to impact sales.

Plus, our special feature one-day training will discuss strategies to understand social media guidelines, how to set and handle social media mindset, monitor digital KPIs as well as the factors of a good communication between healthcare providers and pharmaceutical companies.

MedIa PartnerS

event FocuS

look beyond the “traditional”

explore new meanings & opportunities behind “digital”

learn how to best use all innovations in your marketing

Find out about the true importance of social media

See how you can better connect with your customers

Focus on multichannel distribution

Get solutions, not just the challenges

booking linE: TEl: +421 257 272 334 | FaX: +421 255 644 490EMail: [email protected] | www.flemingeurope.com

Day 1 | SEPTEMBER 11, 2013

8:30 registration and coffee

8:55 welcome note from Fleming Europe

9:00 agenda and Training objectives

9:10 SeSSIon 1 Social Media guidelines, rules & regulations• What is Social Media? (timing and exact content dependent

on level of audience knowledge) - Introduction - Platforms, #, terminology, etc.• Guidelines from different agencies in using Social Media - listening - Sharing and engaging - challenges, opportunities, best practices – case studies

alEXanDra FulForD pharma Digital Strategy and Social Media consultant&SvEn awEgE, executive director & Senior consultant, pharma Strategic

10:10 Morning coffee and networking

10:30 SeSSIon 2 Setting a Social Media Mindset in your company• Importance of knowing the meaning and opportunities

Social Media presents• How to set and handle this new mindset

(senior management does not usually understand SM)• How should an organisation be organised to have the right

competence?


11:30 SeSSIon 3 implementing Social Media• Corporate level issues• Importance of coordinating with other departments,

geographies • Cooperating with external partners • Landscape, channel selection• Customer journey and insights• Cross-channel integration• Case Study

alEXanDra FulForD pharma Digital Strategy and Social Media consultant

13:00 lunch

14:00 SeSSIon 4 kpis and roi• Digital KPIs to monitor• Social media ROI• Analytics and measurements• Is it possible to calculate ROI on all social activities?

SvEn awEgE, executive director & Senior consultant, pharma Strategic

15:00 SeSSIon 5 leading and cultivating the Dialogue with Stakeholders through Social Media• How to communicate with stakeholders online• What are the success factors of a good communication• Challenges and opportunities


16:00 roUnd taBle dIScUSSIonS case Study discussion (e.g. non-pharma case study – how to apply to pharma)


17:00 closing remarks and coffee

MEET ThE Training lEaDErS:alexandra FUlFordPharma digital Strategy and Social Media consultant pharmaguapa

alexandra Fulford is a strategy consultant specialised in digital and social media strategy in the pharmaceutical industry. She has extensive experience in working with top pharmaceutical companies such as Roche, Novartis, Novo Nordisk, Merck Serono, Sanofi and Astra Zeneca, as well as firms such as McKinsey and Digitas Health. Projects have included digital strategy development and implementation, social media strategy, implementation and guideline development, strategic business process optimisation, and market entry and expansion strategies. With a highly international background Alexandra speaks fluent French, German and Spanish and basic Mandarin. alexandra‘s blog is www.pharmaguapa.com and she also volunteers for www.hopeforstrays.com

Sven aWeGeexecutive director & Senior consultantpharma StrategicSven has over 20 years work experience spanning several industries, functions and roles. He is one of the early „digital pioneers“ helping blue-chip companies embrace eBusiness in the 90‘s through the strategic consulting company he created at that time. the last 10 years Sven has been deeply engaged in the Pharma industry, having worked for Eli Lilly in Sales, Marketing (and multi-channel), Finance and Consulting across europe, the last two of which he has deepened his knowledge and expertise as a subject matter expert on social media and mobile in this unique industry, through “Pharma Strategic” to help healthcare stakeholders deliver innovative solutions.channel experience includes: Sales force, congresses, newsletters, edetailing, Healthcare portals, disease awareness websites & media promotion, web conferencing, mobile, social media and community management.

SocIal MedIa daY - Training


Day 2 | SEPTEMBER 12, 2013 8:30 registration and coffee

9:00 opening remarks from the Event chair

Social MEDia anD MobilE MarkETing in ThE worlD oF pharMa

9:10 KeYnote generating value through digital asset management: a global challenge, a local reality• Generating value through digital experiences and online services• Channels, personalization and local specificities - the risk of

missing something is high• Strategic choices to take for ensuring timing, budget and

value to the end users• Avoiding common pitfalls and including cultural and

regulatory dimensions in your digital strategy• Questions & AnswershaiDEr allEg | gedeon richter preglem Global eMarketing Manager

9:50 global / local Social Media• Global/Local social media issues• Implementation & process recommendations• Joint awareness building via social media• Questions & AnswersalEXanDra FulForD | pharmaguapa Pharma digital Strategy and Social Media consultant


11:00 WorKSHoP – Social media and the pharma industry – a turbulent marriage there is no question as to the role of social media in marketing. also, it is clear to everyone that if companies want to survive in the tough competitive environment, they have to adapt to what their customers want. However, are pharma companies really ready to use social media to its fullest and see all the benefits?

• Learn about strategies in social media marketing• Find out what your customers really want• Use social media as an effective additional e-marketing toolWorkshop led by John Mack | “pharmaguy”President Pharma Marketing network

12:30 lunch

13:30 The impact of social media on medicine: competitive collaboration between patients, physicians and pharma in the participatory eraEMMa D‘arcy | inventivhealth Head of Participatory Medicine

14:30 SPecIal FeatUre – caSE STuDy SESSion Focusing on emarketing and digital from a country-specific point of viewthis session will bring you a very special insight into the hottest issues in digital and emarketing through the presentation of several case studies from different countries. Find out how regulations and different jurisdictions can have an influence on the extent to which pharma companies are able to make use of all “hot” gadgets, like mobile applications and what exactly they can achieve with the help of smart phones / iPhones. to sum up, there will be a panel discussion at the end of the session where all your questions will be answered.

14:30 – 15:00 - tHe GloBal PerSPectIve: univadis case Study: Digital Marketing for new pharma• Permission Marketing – what is it and why should you care?• The case for a global approach: Is it really effective? Really?• What can we learn from our local teams?Shona DaviES | univadis®/MerckMedicus associate director Marketing communication/channels

15:00 – 15:30 - tHe local PerSPectIve: e-lessons learned in the Spanish pharma industry• Healthcare professional communities in Spain, discussion

and case studies• Most relevant social media programs targeting patients• Changing the paradigm: pharmacies embracing social

media and the internet in Spain• The new salesforce: from F2F, to iPad reps, to the future of

the rep as part of a multichannel strategyJoSEp SolDEvila MElgarEJo gruppo angelini | digital Marketing directorXaviEr olba Sanofi Iberia | digital Business Strategy Manager

15:30 afternoon coffee and networking

16:00 – 16:30 - tHe tUrKISH PerSPectIve: Transforming Marketing in the Digital Era in the pharma industry• The need for change in the marketing model in pharma• What does Multi Channel Marketing bring to internal and

external customers in Pharma• Essentials to build the right MCM strategygokhan SalManoglu | Pfizer regional director, Multi channel Marketing

16:30 – 17:00 - tHe rUSSIan WaY: The development of healthcare professionals‘ online communities• Local popular social networks via international ones• Specific drivers for MDs to participate in the communities• Local legislation in respect to the contacts between doctors

and medical representatives: theory and practice• Quantitative analysis of the existing communities• Connected risks for the pharmaceutical companiesEvgEniy viShkovSkiy | ceo and founder of „Vrachi RF“

17:00 – 17:30 - tHe PaKIStan Model: value added Services for physician Engagement through cause oriented Digital (multichannel) MarketingDr. zakiuDDin ahMED | healthcare paradigm, President pharmEvo, director ecommunications

17:30 Panel dIScUSSIon with the case studies presenters Some of the questions that will be answered in this session:- Within last several years a revolutionary market change occured in most countries. Doctors and other HCP became united in specialized networks. Now any doctor can express their opinion and it will be spread in seconds among thousands of their colleagues. along with other subjects quite often doctors discuss pharmaceutical products. due to the high number of participants the impact of such discussions on the HcP‘s opinion could be compared to months of all other company‘s marketing activity. Sometimes the spread information could be different from the company‘s official position or simply wrong. What can be done by a company to secure this risk?

- Who in a company should be in charge of representing the company in the social media for HCP? What should their qualification and responsibilities be? How many companies already have such staff?

- traditionally users of social media are looking for fun and informal communication. on the contrary, the companies‘ messages to doctors are traditionally based on scientific approach and research data. What should be the motivation to engage Md‘s in the professional social media?

18:00 FeedBacK SeSSIonYour opinion is truly important for us to keep improving our events year by year. thank you for your valuable feedback!

18:10 closing remarks from the Event chair

Speakers and delegates are cordially invited to attend a nETworking cockTail rEcEpTion


Day 3 | SEPTEMBER 13, 2013

inSighT FroM ThE oThEr SiDE

9:00 doctor‘S PerSPectIve – catching the social media fever?• How can physicians make use of online interaction?• First hand experience and genuine attitude towards

e-detailing• Implementing digital into CME – what are the benefits?• Questions & Answers

Dr rob hickS

9:30 PatIent‘S PerSPectIve – Empowering patients onlineanDrEw Schorr, patientpower.info Founder and Host

blEnDing DigiTal & TranDiTional To pErFEcTion

10:10 KeYnote evolvInG HUMan BeHavIoUr: how to change market share in a multichannel world • The behavioural aspect of Marketing• The world was always multichannel• Positioning and Transformation: Play for winning TODAY

means you’ll lose• Setting the baseline: Innovation starts with getting the

basics right• Multichannel strategy: sustainable profit long term – if you want it!• Questions & AnswersnicolaS pokorny, britannia pharmaceuticals regional director, eMea / latin america


11:00 how pharma gets involved in hcp online-communities• Real life examples of current projects of pharma‘s involvement• Figures and Costs• General use cases and pitfalls• How to measure success? What are the KPIs?• Questions & AnswersToM rEnnEbErg | Esanum | ceo

11:30 how to implement clM/e-Detailing properly?• Six columns of CLM/e-detailing implementation methodology• How to get MAX results with CLM implementation?• What are the typical mistakes of CLM/e-detailing project

implementations?• What kind of key features must be presented in CLM platform?• What kind of content will be extremely efficient?• Cases & Examples• Questions & AnswersTibor cEMicky vivanti | Business development leader BU europe

12:00 Panel dIScUSSIon to address all issues that have arisen from the morning presentationslead by vivanti

12:30 lunch

13:30 Multi-channel marketing - Taking relationships to the next level• Building relationships with customers through new channels• Getting the right message to the right person at the right

place and at the right time• Taking demographics into consideration when choosing

the right channel• Integrating sales force into multi-channel marketing• Questions & Answersyannick Di MonDo | Mylan | digital director europe

14:00 customer centricity - From Marketing to customer plans and how digital can help to reach business objectives• The first thing - the customer• Benefits of digital marketing• How to get insights• The importance of segmentation• Myths and truths about digital marketing• Main mistakes• Questions & AnswerslourDES pérEz Janssen, pharmaceutical companies of Johnson and Johnson | eBusiness Manager

14:30 afternoon coffee and networking

14:50 balancing branded and unbranded content: the behavioural challenge• The promise of multichannel marketing: does one-size-fit-all?• Understand customer’s real needs, identify barriers,

encourage behavioural responses.• Content is king, media is queen.• Using analytics to get customer’s insights• Questions & AnswersvincEnzo Di MEo, boehringer ingelheim Product Manager

15:20 Tying customer interaction together• Pharma landscape. The need of digital transformation• Tablet e-detailing• Key drivers in the CLM• MCLM and customer centricity• Questions & AnswersricarD roblEDo, novartis | e-Marketing Manager

15:50 SPecIal FeatUre Focused round-table discussionsexchange strategic information with your colleagues and improve your company‘s business strategy. Use this unique opportunity to discuss your questions and opinions. don‘t let any question go unanswered!

Some of the suggested topics to be discussed:• Create content: How do you address content for customers?• Content lifecycle: How do you manage it?• Reshaping content: What plays a major role in re-designing

content?• Why do doctors go online? Can we draw the key things they

expect from the online communities?• Social media and the Pharma: What is your dream feature

as a marketer?

16:20 FeedBacK SeSSIonYour opinion is truly important for us to keep improving our events year by year. thank you for your valuable feedback!

16:30 closing remarks from the Event chair
