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V e-m@rketing & multichannel STRATEGIES for Pharma
INTEGRATED MULTICHANNEL MARKETING-SALES
COMMUNICATION OF THE PHARMACEUTICAL
AND HEALTH SECTOR
www.pharma-conferences.com/emarketing
4-5-6 November 2014Hotel Courtyard by Marriott, Warsaw
DISCOVER TO INNOVATE
This is Capt.Aleksandra Schoen Żmijowa BlueBusiness Media, over!
THE ONLY platform in Poland to share the experience and inspirations of thepractitioners of the pharmaceutical and health sector in the digital domain
TRENDS – we are setting here the standards in pharmaceutical and health marketing
Not commonly available INSPIRATIONS: specific strategies, tools and ideas in the e-pharmaand mobile marketing area and their integration with multichannel strategy
WISIONS - Who “does not fly to the future with us” today is out of the game. We are discussing now the innovations, which will be the daily practice tomorrow
INTERACTIVE above all: the priceless exchange of ideas and experiences!
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5 REASONS TO JOINOUR JOURNEY:_
JOIN OUR JOURNEY TO EPHARMACEUTICA 2015 GALAXYWE WILL VISIT THE FOLLOWING PLANETS DURING OUR JOURNEY:_
MORE INFORMATION AVAILABLE FROM:_
For five years we have been supporting the pharmaceutical and health sector companies in developing multichannel communication using, among others, e-marketing and mobile and achieving consistent and synergic message to maximise the business results of these companies through suitable involvement of the patients and medical professionals!
OBJECTIVE OF THE MISSION:_
„Be digital or die”! The pharmaceutical sector does not face the question “Should we use the digital communication channel?” any more. This question was replaced by “How to do it effectively?” and “How to become noticed and positively remembered?”.
Innovation, Effectiveness, Synergy, Outreach, Cost became recently the mantras of the managers of commercial operations at pharmaceutical companies. These companies continuously look for the methods to improve effectiveness of reaching their stakeholders. The consistent, innovative and interesting multichannel strategy with the communication synergy in various channels, using e-marketing and mobile to an optimum degree, is the answer to present communication with the patient and medical professionals.It seems to be so simple…
Welcome on board!
ABOUT THE MISSION:_
Aleksandra Schoen-ŻmijowaCaptain Integratorphone 12 350 5424e-mail: [email protected]
PRAGMATICA
Planet of Specific Solutions
4 big practical knowledge sharing facilities, enabling to use the knowledge of others and learn specific solutions
The baggage of collected experiences might resultin overloading of the ship
INNOVATIKA
Planet of Inspirations
The planet’s atmosphere is rich with ingredients poorlyrecognised to date on Earth. They might be the foundations of development! It supports the following objective: intensification of dialogue with clients
Take samples, conduct detailed analysis
TRANSFORMATICA
Planet of Transformations
A planet with distorted time dimension. Provides the opportunity to forecast the near future and shows the outcomes of the changes made to the current situation
We learn the real potential resulting from integrationof available resources
CUSTOMERICA
Planet of Meetings
The innovative scanners available on the planet allowto generate precise personality and habits images
To be used for better learning and improvementof effectiveness of dialogue with the stakeholders
COCTAILICA
Planet of Pleasures
Thanks to its very high gravitational pull the planet has ideal conditions for networking and establishing relations
Take business cards with you. Good humourand openness – mandatory
DYSCUTICA
Planet of Combined Powers
The collective intelligence accelerator is available on the planet, which discloses new knowledge dimensions thanks to the combination of talents of different people
Take sedatives with you – the effects of the discussion might be surprising
OMNISTICA
Planet of Synergies
Great Synthesis Laboratories enable the mergerand integration of various components
Support for Earth multichannel strategies
CONTEXTICA
Planet of Important Moments
The planet provides access to advanced technologiesmonitoring and adapting the reality to human needs, envisagingthem on the basis of context and history of operations
Supports the goal: Intensify dialogue with the client
LEGALICA
Planet of Signposts
Planet of wise men showing the rules and guidelines. Meeting them allows to eliminate the risks and initiate new, safe opportunities
Concentration, concentration, concentration. No need for a translator – they speak in a language understandable to people!
EARTH
Planet of Opportunities
That’s where out stakeholders are waiting. The place of implementing the solutions from the planets ofEPHARMACEUTICA 2015 GalaxyHave to go to work tomorrow and start implementing the changes straight away :)
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agenda_DAY ONE OF THE MISSION 5 NOVEMBER3... 2... 1... START
”Planet of Meetings”
FOLLOW ME! – CUSTOMER INSIGHT OF THE PATIENT
AND HCP IN VARIOUS COMMUNICATION CHANNELS14:30 Potential of digital channels for the pharmaceutical and health
sector – Connected Life 2014
Andrzej Olękiewicz, Strategic Account Director, TNS Polska
• Digital context of patient’s life – own models of using various equipment
for individual types of activity
• Fragmentation of communication channels
• Multiplicity of the points of contact with the brands in the decision making
process – various procurement paths depending on product category
15:00 Interactive Q&A session
15:10 Where to find a consumer seeking a medicine/medical information
on the Internet? Practical methods of using this knowledge
in e-marketing
Łucja Gdala, Managing Director, Codemedia
•Analysisofthehitstatisticsandtrafficsources:ofthebiggeste-pharmacies,
medicalportals,commercialportals
• Examples of practical application of the tools and solutions enabling the cost
effectivecommunicationtointernetusersseekingmedicalinformationonline,
i.e.:programmaticmarketing,e-merchandising,contentseeding
15:30 Interactive Q&A session
15:40 Situation today. The image of a physician, pharmacist and patient
in new media
Michał Kozłowski, Engagement Manager, IMS Health
16:10 Interactive Q&A session
16:15 Coffee break and selection of topic group
”Planet of Concrete Solutions”
16:35 Interactive topic groups – series I
• MINI-WORKSHOP:
Advanced Content Marketing techniques for the pharma
and health sector
Przemysław Mańkowski, CEO, abcZdrowie
• MINI-WORKSHOP:
Mobile for pharma – how to successfully use applications
Rafał Waśniewski, Cofounder, Softwebo
Grzegorz Jakubczyki, Cofounder, Softwebo
• MINI-WORKSHOP:
Data intelligence – how to use data generated in e-strategies
effectively – CRM, analytics and optimisation of marketing operations
with the support of analytical tools
17:30 Break to swap the topic group
17:35 Interactive topic groups – series II
18:30 End of the official part of Day I
”Planet of Pleasures”
18:40 Star Cocktail – another nice opportunity for integration and sharing experiences
21:30 Zakończenie pierwszego dnia spotkania
Chief Navigator: Mariusz Borkowski, Marketing Manager, Adamed
8:30 On-boarding and morning coffee9:00 Opening of the meeting and collective countdown to start Casper Haring, Cosmodrome Manager, Blue Business Media Aleksandra Schoen-Żmijowa, Captain Integrator, Blue Business Media We are going together to conquer ePharmaceutica 2015 Galaxy – Let’s get to know our fellow crew members!
”Planet of Inspirations”
E-HEALTH AS INSPIRATION FOR E-PHARMA9:20 “The future will be different. Really different”
Referringtothebook“TheSingularityIsNear”byRayKurtzweil,wecancertainlystate that we are approaching the 5th era of development of our civilisation. The acceleration will be so fast that “who does not go with us today” will be out of the game. What are the symptoms and consequences of this? – the key evidence and indicators and examples of applications of integrated technologies in future products in three parts!
Kazimierz Murzyn, President of the Management Board of the Foundation and Managing Director, Klaster LifeScience in Krakow • BIG Data Revolution • Mobile and applications and wereables • Inspirations for the health sector
10:00 Interactive Q&A session
”Planet of Transformations”
BE DIGITAL OR DIE - BROADER IMPLEMENTATION OF DIGITAL IN COMPANY’S STRATEGY (Digital Transformation)
10:15 Transforming Pharma Marketing in Multichannel Digital Era Gokhan Salmanoglu, Director Europe Multi-Channel Marketing Cluster Lead, Pfizer • The need for new business models and Multichannel Marketing in Pharma • How to set a successful MCM strategy and implementation plan • The evolution of MCM and future vision • Lessons learned
10:55 Interactive Q&A session11:10 Coffee break and interactive mini-fairs Innovation fair I: Innovations on e-communication and mobile communication
market for the pharma and health sector. You are welcome to visit the stands in the foyer. The short presentation will be given by the medforum stand: “Efficient marketing in 20 minutes”.
11:35 Truly Evolved Digital Organization - how to lead the company in digital direction – successful implementation factors Case study Eli Lilly Marcin Gajek, Digital Manager CEE, Eli Lilly • How to incorporate digital activities in the company’s strategy • In the direction of “Digitally active organisation” • How to overcome internal resistance – how to encourage PM and BM to enter the digital era
12:10 Interactive Q&A session12:25 Panel discussion: The areas of biggest risk and opportunities in digital and multichannel area – can the risks be avoided Moderator: Mariusz Borkowski, Business Unit Manager, Adamed Panel participants: Grzegorz Firczyk, Senior eMarketing Department Manager, Polpharma Artur Krzyżanowski, National Sales Manager, Nutricia Maciej Zakrzewski, Digital Manager Region Asia-Pacific-Eastern Europe-Middle East-Africa, Nutricia13:05 Digital strategies - methods for development thanks to systematic search for new solutions Tomasz M. Miśkiewicz PhD, Managing Partner, Assistant Professor, HealthWay, SGH • Application of analysis of business processes to generate ideas for new digital solutions • Creating the value building the involvement of target groups and acceptance of new digital solutions • Use of patient paths and prescriber paths to select the channels
13:25 Interactive Q&A session13:30 Lunch
agenda_DAY TWO OF THE MISSION 6 NOVEMBER
8.30 Morning meeting of the crew and coffee
”Planet of Synergies”
NEW OMNICHANNEL COMMUNICATION MODEL9:00 Marketing Omnichannel – Integrated communication in real dimension – synergy, penetration, supplementation Case study AZ Dialog Katarzyna Fryzik, Manager for New Communication Channels, AstraZeneca Pharma9:30 Interactive Q&A session9:40 The metamorphosis of medical conferences in a digital world Case study Virtual formats of medical society Len Starnes, Digital Healthcare Consultant, Formerly Head of Digital Marketing, Bayer Healthcare Pharma • Emerging collaborative 365 physical/virtual conference formats •Whatdigitally-nativedoctorsexpectfromtheirmedicalsocieties • Why new formats will be core channels in future multichannel10:20 Interactive Q&A session10:35 Revolution in precise outreach to patients - use of BIG DATA in practice Jakub Zieliński, Partner Zarządzający, abcZdrowie.pl •Segmentationoftheusersanditsapplicationine-marketingcommunication • How to answer the patients’ needs with the support of BIG DATA • Advanced targeting in contexts10:55 Interactive Q&A session11:00 Coffee break and interactive mini-fairs YOU ARE WELCOME AMONG OTHERS TO TEST GOOGLE GLASS Innovations Fair II: Innovations of e-communication and mobile communication market for the pharma and health sector.11:25 Digital looks for niches: E-marketing in narrow therapeutic areas Case study Actelion Pharma Krzysztof Ramzia, Marketing Manager, Actelion Pharma • Innovation or proved communication channels? – how to effectively select the communication strategy in the campaign in narrow therapeutic areas • Communication channels mix • Digital in the area of rare diseases11:55 Interactive Q&A session12:05 Multichannel communication – modern mediamix of pharmaceutical brands
Case study OnetZdrowie i Medonet
Radosław Wierzbiński, Project Manager, Media Impact Polska • Why Pharma marketing cannot live without Internet •Howtoimplementcross-mediaprojectswithon-lineapplicationeffectively • Marketing content in practice12:25 Interactive Q&A session12:30 “Freshly squeezed... profits“- can multichannel campaign be a real source of additional income today? Ewa Tomala – Żelechowska, Dyrektor strategii i rozwoju biznesu, Quality Audit House •Digitalprojectsareveryinspiringandweallagreethatitissurelythefuture of marketing • But we are here and now acting in the reality of the Polish pharmaceutical market • We should answer the question how to use effectively digital communication channel to build real brand awareness in the TG and to generate a real return on investment12:50 Lunch13:10 YOU ARE WELCOME AGAIN TO TEST GOOGLE GLASS!
”Planet of Important Moments”
HOW TO INTENSIFY DIALOGUE WITH THE CLIENTS13:45 You Tube a place for dialogue between the brand and the consumers Gosia Krasowska, Partner Manager, You Tube CEE Krystian Botko, Branding Industry Manager, Google •Importantmomentsinconsumer’slife:always-onstrategy • DoctorGoogle,i.e.howtheconsumerswanttotreatthemselves • You Tube as a platform for the dialogue between the brands andconsumers:casestudy14:15 Interactive Q&A session
14:25 How to intensify relations with the clients on the Internet –
how re-targeting may assist a pharmaceutical brand in reaching
and persuading the patients and guardians Case study Nutridrink/Neocate Maciej Zakrzewski, Digital Manager Region Asia-Pacific-Eastern Europe-Middle East-Africa, Nutricia • Traditional model of reaching the patients and guardians
•Howre-targetingchangedthetraditionaladvertisingmodel
•Advancedmethodsofusingthere-targetingtools
•Re-targetingtoolsinpractice
14:55 Interactive Q&A session15:05 Coffee break and… YOU ARE WELCOME AGAIN TO TEST GOOGLE GLASS!
”Planet of Combined Powers”
15:20 ROUND TABLES SESSION – SPECIALISTDISCUSSION GROUPS
In the spirit of sharing the experiences and inspirations you are welcome to
participate in one of the interesting round table discussions. The participants
of our meeting will be divided into several topic groups and each of them
willembarkonadifferentjourney.
The participants of individual round tables will have 35 minutes to discuss
theirtopics:5minutesforbackgroundpresentationofGroupInspirerand
30 minutes for the discussion. At the end the Inspirer will summarise the
discussion at the table.
The discussion topics include:
You Tube for the pharmaceutical sector
Krystian Botko, Industry Manager, Google
How to prepare a company to limitation of patient’s access
to a doctor?
Artur Krzyżanowski, National Sales Manager, Nutricia
New medical conference formats: Discuss and brainstorm
implications
Len Starnes, Digital Healthcare Consultant,
Formerly Head of Digital Marketing, Bayer Healthcare Pharma
Big Data & Content Marketing
Jakub Zieliński, Partner Zarządzający, abcZdrowie.pl
Marketing automation
Michał Kozłowski, Engagement Manager, IMS Health
Mobile as a dessert
Rafał Waśniewski, Co-founder, Softwebo
15:55 Summary of the discussion at round tables
”Planet of Signposts”
16:25 INTERACTIVE LEGAL SESSION
How to minimise the legal risk of marketing activities in new media
Dr Marek Świerczyński, Attorney, Baker & McKenzie Krzyżowski
i Wspólnicy
• The legal acts regulating the pharmaceutical market in the context
of Internet advertising
•Managementofsensitiveandotherdatageneratedine-campaigns
•Majorchallengesforthebusinessesindigitaldimension
16:55 Draw of free participation in the next edition of the event!
Selection of the winner among the persons present in the room
based on completed surveys
”Planet Earth”
17:00 End of the journey
INSPIRERES OF THE MISSION_
OPINIONS OF PARTICIPANTSOF PREVIOUS MISSIONS_
”As usual, BBM’s conference was at a very high professional level. I believe that the best idea of the organisers was to invite to the panel the experts, doctors, practitioners, who shared their experiences. For me personally their statements provided inspiration for new e-ideas targeted at this sector. I’m also pleased that more and more pharmaceutical companies started to build their digital- e-marketing teams. The knowledge and awareness in this area is also constantly improving. Keep going!”
Grzegorz Firczyk, Manager of e-Marketing Department, Polpharma
More about the Inspirers at: www.pharma-conferences.com/emarketing/prelegenci
Krzysztof RamziaMarketing Manager
Actelion Pharma
Marcin Gajek
Digital Manager CEE
Eli Lilly
Grzegorz FirczykSenior eMarketing DepartmentManagerPolpharma
Maciej ZakrzewskiDigital Manager RegionAsia-Pacific-Eastern Europe-Mid-dle East-AfricaNutricia
Przemysław MańkowskiCEO
abcZdrowie
Andrzej OlękiewiczStrategic Account Director
TNS Polska
Rafał WaśniewskiCofounder
Softwebo
Radosław WierzbińskiProject Manager
Media Impact Polska
Grzegorz JakubczykCofounder
Softwebo
Mariusz BorkowskiMarketing Manager
Adamed
Kazimierz MurzynPresident of the Management Board of the Foundation and Managing DirectorKlaster LifeScience
Gokhan SalmanogluDirector Europe Multi-Channel Marketing Cluster Lead
Pfizer
Len StarnesDigital Healthcare ConsultantFormerly Head of Digital MarketingBayer Healthcare Pharma
Gosia KrasowskaPartner Manager
You Tube CEE
Artur KrzyżanowskiCustomer ExcellenceDirector
Bristol Myers Squibb
Edyta Figurny-Puchalska, PhD.Managing Partner for Healthand Education Area
Onet.pl
Tomasz M. Miśkiewicz, PhD.Managing Partner, Assistant Professor
HealthWay, SGH
Krystian BotkoBranding Industry Manager
Łucja GdalaManaging Director
Codemedia
Katarzyna FryzikManager for NewCommunication Channels
AstraZeneca Pharma
Dimitry Gyk, CEO, Vitagramma (Ukraine)
”For three years already I had the pleasure to spend two great autumn days in Warsaw in the company of 100 people creating the digital history of the pharmaceutical sector in Poland. I mean of course the annual e-m@rketing and mobile for pharma conference. The concentration of innovations, ideas and collective IQ is at the highest level. I’m sure that this success is the result of very precise execution by the organisers: content, speakers, topics, formats are always above expectations of the participants.”
Paweł Jurczyński, e-marketing Manager, Roche
”E-m@rketing & mobile conference organised by Blue Business Media is one of these conferences, which get better and better with each edition. This year’s edition confirmed that e-marketing on the Polish pharmaceutical market is not a theory anymore. Pharma e-marketing in Poland now concerns well developed projects with extensive KPIs reflected in real sales results”.
GOLDEN PARTNER: PARTNERS: MEDIA PARTNERS:
www.pharma-conferences.com/zglos-udzial
The detailed terms and conditions of promotions and online registration form available on the website:
More information on registration of participants:Anna Banaś I Spaceship Access Coordinatorphone 12 350 54 06, [email protected]
More information on potential partnershipduring the Meeting:Anna Chrobot I External Partnership Coordinatorphone 22 256 70 35, [email protected]
Blue Business Media Sp. z o.o. Kraków Branchul. Berka Joselewicza 21c, 31-031 Krakówphone + 48 12 35 05 400, fax + 48 12 35 05 [email protected]
* The workshop available only to representatives of producers and distributors
SPECIAL WORKSHOP DAY_FIRST DIGITAL BRIEF FOLLOWED BY..._
V e-m@rketing & mobile strategies for pharma4 November 2014, Hotel Courtyard by Marriott, Warsaw
9:00 Registration and morning coffee9:15 Inauguration and networking session You are welcome from the very beginning to share your inspirations and experiences9:45 The Internet is a must for Pharma marketing Rafał Waśniewski, Cofounder, Softwebo Grzegorz Jakubczyk, Cofounder, Softwebo • Online 24/7 • Follow the client •Bewater,myfriend 10:35 How to identify the needs in the selection of digital tools Tomasz M. Miśkiewicz, PhD., Managing Partner, Assistant Professor, HealthWay, SGH Sebastian Nejfeld, Digital Strategy Director, HealthWay • Selectionofthetoolsaccordingtocommunicationobjectives •Selectionofthetoolsaccordingtouserprofile • Selection of the tools according to the method of interaction with the target group11:45 Coffee break
12:00 How to write a good digital brief – we will help you to create it Marta Bąkowska, Digital Media Director, Codemedia Szczepan Okła, Group Account Director, Codemedia • Is there an ideal digital brief scenario • Why a digital brief cannot be a general strategy brief considering the brand operations in other areas13:30 Lunch14:15 Next steps – how to plan and monitor them Arleta Jabłońska, Agency Sales Director, Media Impact Paweł Gołos, Agency Sales Director, Media Impact Polska • How to start the planning of the campaign and how to prepare for it • Planning process in the context of reaching a determined target group • Monitoring and effectiveness of the campaign/optimisation15:15 First digital brief followed by... Artur Krzyżanowski, National Sales Manager, Media Impact Ewa Żelechowska, Strategy and Busines Developement Director, Media Impact Michał Tołkacz, Managing Partner, Quality Audit House16:15 The end
Rafał WaśniewskiCofounder
Softwebo
Grzegorz JakubczykCofounder
Softwebo
Tomasz M. Miśkiewicz, PhD.Managing Partner, Assistant Professor
HealthWay, SGH
Marta BąkowskaDigital MediaDirector
Codemedia
Arleta JabłońskaAgency Sales Manager
Media Impact
Sebastian NejfeldDigital StrategyDirector
HealthWay
Szczepan OkłaGroup AccountDirector
Codemedia
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