Transformation, Business Model and Channel Optimizationinfo.exlevents.com/rs/195-NER-971/images/C876_DPWest_Cruz.pdf · _ Redefine your pharma marketing efforts to fit AI/AR and cognitive

June 13-15, 2017 > Hyatt Regency San Francisco Airport > South San Francisco, CA

8th

A SMALL SAMPLE OF 2017’S KEYNOTE AND EXPERT SPEAKING FACULTY:

Enabl ing End-to-End Digit izat ion of Your Enterpr ise Through Transformation, Business Model and Channel Optimizat ion

Stay ahead of the curve at the largest and only event to truly capture the innovative and entrepreneurial spirit of the West Coast life sciences community. Discover how to:

_ Integrate specialty medicine with your hub, sales force and wider business model

_ Use digital healthcare disruption to shift the ownership model and evaluate “healthcare as a service”

_ Implement business model changes that actually help your business

_ Redefine your pharma marketing efforts to fit AI/AR and cognitive computing into your channel mix

_ Navigate digital health 3.0 and where it can take us, from drugs to healthy outcomes

_ Find the balance between personal and non-personal promotion

_ Leverage cross-channel data to improve targeting and personalize your content marketing

_ Optimize the utilization of predictive analytics in marketing and targeting

John VieiraExecutive Director, Global Brand StrategyDAIICHI SANKYO

Zoe DunnPrincipalHALE ADVISORS

Our Annual Conference Co-Chairs:

Tom Cannell, COO and President, Global Commercial Products, OREXIGEN THERAPEUTICS

Molly James-Lundak, Senior Director, Corporate Digital Marketing, ABBVIE

Matias Coo, Director of Marketing and Digital Strategy, AVANIR PHARMACEUTICALS

Natalia Forsyth, Head of Digital, Intercontinental Region, AMGEN

Paul Murasko, Senior Director, Multichannel Marketing, SUNOVION PHARMACEUTICALS

Sachin Nanavati, Client Partner - Healthcare, FACEBOOK

Nicole Mowad-Nassar, Vice President and Head of US Business Operations and External Partnerships, TAKEDA PHARMACEUTICALS

Robert Gargiulo, Director Integrated Marketing, Specialty Brands, MYLAN

Viru Parlikar, Director, Global Consumer Marketing, ABBOTT MEDICAL OPTICS

Mike Padilla, Vice President, US Marketing, ALIMERA SCIENCES

Igor Rudychev, Global Samples Operations Team Lead, PFIZER, INC.

Elizabeth Hoff, Director, R&D Content Development, StoryLab, ABBVIE

TO REGISTER CONTACT MARCIE CRUZ AT 917-258-5143 OR [email protected]

SPONSORSHIP AND EXHIBITION OPPORTUNITIES

Do you want to spread the word about your organization’s solutions and services to potential clients who will be attending this event? Take advantage of the opportunity to exhibit, underwrite an educational session, host a networking event or distribute promotional items to attendees. ExL Events will work closely with you to customize a package that will suit all of your needs. To learn more about these opportunities, contact Jayson Mercado, Head of Digital Events, at [email protected].

WELCOME TO THE 8TH ANNUAL DIGITAL PHARMA WEST!With the Digital Pharma Series growing to new levels in 2017, we are excited to bring Digital Pharma West, the largest life sciences digital marketing conference on the West Coast, back to the San Francisco Bay Area this June!

Over the last few years we have seen a noticeable trend in the participation of small and mid-sized biopharma companies at Digital Pharma Series conferences, especially Digital Pharma West. This, combined with natural shifts in the way pharma is altering its digital health offerings, has provided great opportunities to discuss how life science marketing is able to evolve and fully align improved health outcomes.

While physicians continue to be the major advocates for engagement, education and access, the global significance of the patient journey/experience, as well as payer marketing, is on the rise. As a result, the patient journey/experience has become entrenched in marketing materials and throughout the entire enterprise as a core value offering. Patients are now deeply embedded within the value chain.

As digital health becomes a commoditized product, pharma is evolving from being a product-based industry toward one that is one rooted in solutions. Business model disruption in pharma is now a necessary tool — and this is shifting the ownership model into a “healthcare as a service” approach. This new approach has a number of implications for the pharma business model as we see it today, and raises important questions:

_ What is digital health today — is it moving away from just rep efficiencies?

_ How can we optimize the shift of the ownership model from pharma to the consumer?

_ What technologies are available to deliver the tipping point in this shift?

_ What does the relationship between digital healthcare and health outcomes as a service look like?

We are seeing more pharma and even smaller biopharma companies using digital transformation in an attempt to move toward an evolved digital health model. The wide range in job titles and divisions that now attend Digital Pharma events is a testament to the spread of digital throughout the entire life science enterprise. Digital transformation methodology now needs to be a core principle in modern life science organizations striving for future success.

This trend extends to tools used in everyday practices. AI, AR and cognitive computing are now a reality and are being used by doctors and physicians in predictive diagnostics. If we start to advance toward diagnostics from AI on a regular basis and certain decision-making processes are taken out of doctors’ hands, what are the implications for life science marketing? How will brands and marketing teams adapt to this new world?

This evolution of life sciences companies has a very tangible impact on the processes and execution of more well-known areas of marketing, such as strategizing product launches and connecting marketing and sales. Join us at this event to understand how your business and customer are changing today as well as tomorrow.

The entire Digital Pharma team, as well as our conference chairs and speaking faculty, look forward to welcoming you to the 8th Annual Digital Pharma West!

Warren Drysdale Senior Conference Director ExL Events

Jayson Mercado Head of Digital Events ExL Events

GET SOCIAL WITH DIGITAL PHARMA

@DigitalPharma #DigPharm

Digital Pharma

digitalpharma

Digital Pharma Series

Channel: Digital Pharma

QUESTIONS? COMMENTS?Do you have a question or comment you would like to be addressed at this event? Would you like to get involved as a speaker or discussion leader? Please email Senior Conference Director Warren Drysdale at [email protected].


Lucy Abreu Director, Corporate Communications OTSUKA PHARMACEUTICALS USJack Barette CEO WEGO HEALTHRebeca Bechily Head of US Consumer Marketing, Hemotology SHIREKelly Bock Senior Manager, Multichannel Customer Marketing ALLERGANAshley Boelens Public Affairs Manager, Social Media GILEAD SCIENCESMelissa Bojorquez Senior Vice President, Client Strategy APTUS HEALTHChristophe Bureau Vice President, Strategic Innovation STEVANATO GROUPJennifer Burnham Content Strategy and Engagement, Digital Center of Excellence ABBOTTTom Cannell COO and President, Global Commercial Products OREXIGEN THERAPEUTICSBryan Cohen Digital Platform Lead – Promotional Operations, Sales, & Marketing, Worldwide Innovation Fellow PFIZERMatias Coo Director of Marketing and Digital Strategy AVANIR PHARMACEUTICALSDavid Dejonghe Worldwide Director of Marketing - Digital Engagement and New Product Development LIFESCAN, A JOHNSON & JOHNSON COMPANYEric Doherty Director of Marketing GLOCK HEALTH, SCIENCE AND RESEARCHBill Drummy Founder and CEO HEARTBEAT IDEAS AND HEARTBEAT WEST Zoe Dunn Principal HALE ADVISORS

Natalia Forsyth Head of Digital, Intercontinental Region AMGENDan Gandor Head of Takeda Digital Accelerator - USA TAKEDA PHARMACEUTICALSRobert Gargiulo Director Integrated Marketing, Specialty Brands MYLANEsi Glakpe Consumer Brand Manager GALDERMAAnna Haas Bauman Director, Global Marketing ALIGN TECHNOLOGIESLance Hill CEO WITHIN3 Elizabeth Hoff Director, R&D Content Development, StoryLab ABBVIEMolly James-Lundak Senior Director, Corporate Digital Marketing ABBVIEAshish Jajoo Head of Global Digital Marketing and Health MYLANOmar Khateeb Marketing Manager, Product and Platform Technologies RESTORATION ROBOTICSDawn Lacallade Chief of Social Strategy, Vice President of Account Services LIVEWORLDAlvin Lin Director of Hemotology Marketing PHARMACYCLICSSanjiv Mody Founder and CEO PIXACORENicole Mowad-Nassar Vice President and Head of US Business Operations and External Partnerships TAKEDA PHARMACEUTICALSPaul Murasko Senior Director, Multichannel Marketing SUNOVION PHARMACEUTICALSSachin Nanavati Client Partner - Healthcare FACEBOOK

Jim O’Donoghue Vice President, Connected Health S3 GROUPMike Padilla Vice President, US Marketing ALIMERA SCIENCESViru Parlikar Director, Global Consumer Marketing ABBOTT MEDICAL OPTICSAmanda Phraner Senior Manager, Public Relations and Social Media HORIZON PHARMACEUTICALSSai Punjabi Global Digital Marketing Capabilities & Operations Director ALLERGANAlison Reichert Director, Digital Strategy and Data Innovation PFIZER, INC.Dave Reim Chief Product Officer DMDAmanda Sheldon Managing Partner BRIDGE9 CREATIVESteve Smith Vice President, Univadis Strategy APTUS HEALTHIgor Rudychev Global Samples Operations Team Lead PFIZER, INC.John Vieira Executive Director, Global Brand Strategy DAIICHI SANKYOJenny Victor Senior Director, Business Process Management Product Marketing OPENTEXTJaime Vignali Director of Digital ZOETISBen Voss Chief Technology Officer PIXACOREJasmin Wan Senior Client Partner, Healthcare, Large Client Solutions TWITTEREugene Watt Global Product Manager ABBOTT

THE ESTEEMED AND STILL-EXPANDING SPEAKER FACULTY FOR 2017

DIGITAL PHARMA WEST SPONSORS


Zoe DunnPrincipal, HALE ADVISORS

Zoe, Co-Founder and Principal of Hale Advisors, is a digital marketing and communications specialist with more than 15 years of experience in the healthcare, pharmaceutical and consumer products industries, driving results for clients’ businesses through multichannel strategies. Prior to co-founding Hale Advisors, Zoe helped build Sapient’s North America Healthcare team; developed numerous knowledge management events focused on digital, social and mobile for the healthcare industry; and worked on both the agency and commercial marketing sides of the pharmaceutical industry.

Zoe is a featured author on the subject of social media and marketing in “Using Social Media in FDA-Regulated Industries: The Essential Guide,” published by the Food and Drug Law Institute. She also publishes regularly in industry publications, including Medical Marketing & Media (MM&M), PM360, and pharmaphorum.

John V ieiraExecutive Director, Global Brand Strategy, DAIICHI SANKYO

John has more than 20 years of experience in pharmaceuticals in sales and marketing. He has worked in local markets based in Canada and Europe, and on global marketing at several large and small pharmaceutical companies. He is currently based in the US with Daiichi Pharmaceuticals, where he has worked on several product launches. His passion for innovating and preparing the organization for the fast-changing healthcare environment allowed him to establish the strategic marketing group and lead innovation efforts at the US organization.

His most recent assignment has John leading the global brand strategy group as it prepares for the launch of a major new cardiovascular drug.

8TH DIGITAL PHARMA WEST IS THE NUMBER ONE PROVIDER OFCONTENT, INNOVATION AND PRACTICAL INSIGHTS ON THE WEST COAST.

For 2017, we have spent a great deal of time conducting research and recruiting speakers from organizations of ALL sizes.

We’ve found that, regardless of their company size, life science marketers struggle with how to effectively, efficiently and compliantly deliver an optimal customer experience. However, certain challenges are universal. At Digital Pharma West, we will explore these themes, delve into relevant questions and provide solutions to help overcome obstacles in your everyday business.

Prepare for tomorrow and attend Digital Pharma West to discuss these thought-provoking topics.

OUR ANNUAL CO-CHAIRS HAVE RETURNED!

BRINGING THE END-TO-END DIGITAL EXPERIENCE TO CUSTOMERS AND ASSESSING THE DIFFICULTIES IN ACHIEVING A VISION FOR YOUR BUSINESS

_ Balance the digitally enabled customer’s experience and drive ways to engage them

_ Enable digital transparency and provide a service across the customer chain _ Adjust the way we relate to customers through emergent technologies, like nanotech, 3D printers, AI and more

_ Overcome privacy, MLR and the “creepiness” factor in online advertising and targeting

_ Realize the vast data being accumulated and leverage it for direct marketing _ Evaluate the effectiveness of “all eggs in the digital basket”

ASSESSING THE OMNICHANNEL USER EXPERIENCE WITHIN PHARMA _ Define the key guiding principles for creating a winning omnichannel user experience (UX) that is driven by customer needs and expectations

_ Explore the design elements of UX that impact ROI D Where should you place your logo or CTA buttons on your digital

channels? D Should you optimize your color palette and fonts for the digital

space? _ Develop a seamless omnichannel customer journey that accounts for the average user’s shortened attention span and tendency to use multiple devices interchangeably

_ Examine examples and trends to see how good UX can improve your ROI

_ Identify how you can measure UX and what tools are available

STRUCTURING CONTENT THAT CAN GENERATE VALUE FOR THE BUSINESS VIA CONTENT MARKETING, DIGITAL DECOUPLING AND CONTENT REUSE

_ Identify the key challenges of sharing content in a heavily regulated industry

_ Review how digital content marketing has impacted the life sciences

_ Navigate decoupling and its benefits _ Discuss the role of repurposed content in digital content marketing

UNDERSTANDING THE ORGANIZATIONAL ASPECTS OF DRIVING DIGITAL TRANSFORMATION AND ADOPTION

_ Assess the challenges of digital adoption _ Craft a strategic vision that aligns with and enhances business goals

_ Establish what it takes to win in the organizational space _ Determine whether to work from top to bottom or vice versa

_ Gauge what is involved from the brands to the platforms _ Build capabilities and allocate resources

WHICH COMPANIES ATTEND DIGITAL PHARMA WEST?ABBOTT LABORATORIES ABBVIEACADIA PHARMACEUTICALSACORDA THERAPEUTICS ACTAVISACTELION PHARMACEUTICALSADVANCE BIOHEALING ADVANCED STERILIZATION PRODUCTS (ASP) ALEXIONALIMERA SCIENCESALLERGANAMGEN AMYLIN PHARMACEUTICALS APNICURE ASTELLAS

ASTRAZENECA AUXOGYN AVINIR PHARMACEUTICALBAXTER HEALTHCAREBAYER HEALTHCARE BD BIOSCIENCES BIOMARIN PHARMACEUTICALBOEHRINGER INGELHEIM BRISTOL-MYERS SQUIBB CADENCE PHARMACEUTICALS CELGENECORCEPT THERAPEUTICSDAIICHI SANKYO EISAI INCELI LILLY GENENTECH

GENOMIC HEALTHGENZYME GILEAD GLAXOSMITHKLINEINTEL IRONWOOD PHARMACEUTICALS JANSSENJAZZ PHARMA JOHNSON & JOHNSON LIFESCANLUNDBECK MEDIMMUNE MEDTRONICMERCKMITHRA PHARMACEUTICALSMYRIAD GENETICS

NEXTWAVE PHARMACEUTICALSNORA THERAPEUTICSNOVARTISNOVO NORDISKONYX PHARMACEUTICALSOTSUKA AMERICA PHARMACEUTICALPFIZERPHARMACYCLICSSANOFI-AVENTISSHIRETAKEDATECNOQUIMICAS S.A.TEVA PHARMACEUTICALSUPSHER-SMITH LABORATORIES WATSON PHARMACEUTICALS

AUDIENCE BREAKDOWN

WHO SHOULD ATTEND DIGITAL PHARMA WESTThis event is ideal for senior-level professionals from the pharmaceutical, biotechnology and medical device industries whose responsibilities include:

D Marketing D Digital Marketing D Digital Strategy D Integrated Marketing D Multichannel Marketing D Social Media D Mobile Marketing D eMarketing D eBusiness D Global Marketing

D Interactive Services D Channels D Innovation D Patient Solutions D Customer Experience D Customer Engagement

Capabilities D Field Force/SFE D Brand Management D Product Management

D Strategic Operations D PR/Communications D New Media D Advertising and Promotions D IT D Regulatory Affairs D Regulatory Advertising D Legal Counsel and MLR D Compliance

Together with: D Physician Networks D ePatients D Regulators D Digital Agencies D Technology Providers

POWER NETWORKING

MEET NEW INDUSTRY COLLEAGUES AND REVITALIZE RELATIONSHIPS WITH EXISTING CONNECTIONS AT THE WEST COAST’S LARGEST DIGITAL MARKETING EVENTIn addition to three days of cutting-edge content, we provide unparalleled networking opportunities that give you the time and ability to meet other innovators in this industry and form connections that make a difference. To maximize the experience for all involved, we incorporate a series of networking breaks, special events and receptions.

TUESDAY, JUNE 13 | DIGITAL TECHNOLOGIES/SOCIAL INNOVATION DAY8:00 Registration Opens and Morning Coffee

10:30 Morning Networking Break

1:15 Networking Lunch3:00 Afternoon Networking Break

WEDNESDAY, JUNE 14 | MAIN CONFERENCE, DAY ONE7:45 Registration Opens, Continental Breakfast and Morning Coffee in the Exhibition Hall

10:30 Morning Networking and Refreshment Break

1:00 Networking Strolling Lunch

3:15 Afternoon Networking and Refreshment Break

4:45 Networking Cocktail Reception

THURSDAY, JUNE 15 | MAIN CONFERENCE, DAY TWO8:15 Registration Opens, Continental Breakfast and Morning Coffee in the Exhibition Hall




8:00 Registration and Morning Coffee for Digital Technologies/Social Innovation Day Participants

8:45 Co-Chairs’ WelcomeAmanda Phraner, Senior Manager, Public Relations and Social Media, HORIZON PHARMACEUTICALS

Amanda Sheldon, Managing Partner, BRIDGE9 CREATIVE

9:00 CASE STUDY Keeping Up with Customer ExpectationsIt happens every day. We’re busy staying on top of the latest innovation, and in the blink of an eye our customers’ expectations change. They have a great experience on a different platform, brand, or service and suddenly it is expected in every industry – including pharma. Are you prepared to keep up with your customers’ expectations?

[ Understand expectation transfer and how it is impacting customer experience.

[ Dive into how expectation transfer is and can impact pharma [ Take a look at what we in digital pharma can do to make the most of

expectation transferAmanda Phraner, Senior Manager, Public Relations and Social Media, HORIZON PHARMACEUTICALS

9:45 Care to Engage: Building Thoughtful Experiences that Draw People in and Support Behavior ChangeIn some ways, building relationships with healthcare audiences isn’t all that different from building a relationship with anyone else. You listen the most when the conversation you are having is thought provoking; relevant to your needs; and available in the channels you want, when you want it. A well-designed, multi-touch, multichannel solution has the power to improve connections between life sciences companies and their healthcare audiences, connect them with your brand, and help them make better care decisions.Join this session to learn:

[ How to leverage multi-audience, multichannel campaigns that offer valuable, relevant touch points at key points in a journey — from awareness to trial to point-of-care messaging and beyond

[ Primary data on what makes different specialists tick, and how those insights help shape engagement campaigns

[ Real-world examples of what how, when and why healthcare audiences engage in branded and unbranded content

Steve Smith, Vice President, Univadis Strategy, APTUS HEALTHMelissa Bojorquez, Senior Vice President, Client Strategy, APTUS HEALTH

10:30 Morning Networking Break

11:00 CASE STUDY From Zero to 100 Million: How Three Brands Leveraged Social Media at ScaleAt Sunovion three very distinct brands leveraged programs beyond the more traditional digital tactics by harnessing “social media with guardrails” and the trust and expertise of patient influencers to create massive earned media visibility and to drive true business KPIs. These programs generated an immense social footprint of almost 100 million earned media impressions and tens of thousands of visits to brand microsites. This case study will share eye-opening campaign numbers, the myths busted, the power of patient influencer trust to multiply results, top-performing creative and the strategic shift that made all the difference.Paul Murasko, Senior Director, Multichannel Marketing, SUNOVION PHARMACEUTICALS Jack Barette, CEO, WEGO HEALTH

11:45 CASE STUDY NeuroMarketing: Leveraging Neuroscience and Psychology to Activate CustomersOmar Khateeb, Marketing Manager, Product and Platform Technologies, RESTORATION ROBOTICS

12:30 CASE STUDY Social Intelligence: Driving Social and More – 30 Ideas to 360 Your Business

[ Businesses use social analytics and insights to inform the strategy and direction of the digital/social channels.• Clicks from FB get optimized, data analyzing followers are used to develop

content [ But social does not operate independently from the rest of your business

[ The people who are following your company/brand are people who have self-selected to be highly engaged. They are your own focus group… how can you not love it - it is real world.

[ Insights that influence social content can also influence strategy/content in other aspects of your business

[ The performance of the social posts, in addition to driving social content, should also drive decisions in other aspects of the business• A post on Hemophilia Factor does well (receives a lot of Likes and/or

Engagement) not only do you develop more content on Factor, but you look at what other aspects of the business Factor content can live…. website, live events, customer service, product refinement

• When something pops from a content perspective, it would be valuable to look at other areas of your business that are experiencing the same result. Is it just a social interest --- or is there another way to engage your customers?

Rebeca Bechily, Head of US Consumer Marketing, Hemotology, SHIRE

1:15 Networking Lunch

2:15 CASE STUDY It’s Time For a Rethink: How to do CLM A POV on how to rethink HCP and consumer CLM strategies by aligning digital tech, process and SMEs to deliver commercial value

[ HCP marketing is a mainstay in many Pharma organizations that straddle marketing, sales and sales operations: However, we need radically rethink how we leverage existing technology and digital processors to re-imagine newer and better ways to execute HCP marketing tied to total cost of ownership and other effective ROI measures

[ Consumer marketing: how can we leverage digital technologies using a platform mindset to take CLM to the next level when implementing effective go to market initiatives?

Ashish Jajoo, Head of Global Digital Marketing and Health, MYLAN

3:00 FIRESIDE CHAT Charting Gilead’s Recent Success on Twitter For Real Time Events

[ Case study: World AIDS Day 2016Jasmin Wan, Senior Client Partner, Healthcare, Large Client Solutions, TWITTER Ashley Boelens, Public Affairs Manager, Social Media, GILEAD SCIENCES

3:45 Afternoon Networking Break

4:15 CASE STUDY Better Media Management for a Dynamic Digital WorldManaging digital media while continually improving performance across all digital channels is difficult. To solve complex issues, it is best to chunk the problem into smaller, more manageable pieces. As we look to do this for digital media management, several things become apparent:

[ The marketing funnel is a series of funnels that may live in different places in your digital ecosystem

[ Time on site and pages viewed are not important metrics for managing digital media

[ Your creative and UX teams are just as important as your media planners and buyers in driving media success

Robert Gargiulo, Director Integrated Marketing, Specialty Brands, MYLAN

5:00 CASE STUDY Improving the Healthcare Professional and Patient Journey by Reframing the Before and After into a Digital Experiencen today’s social and digitally driven landscape, we are seeing a shift of brands moving toward digital content to highlight their brand’s point of differentiation to stand out amongst their competitors. In this session led by Esi Glakpe, Consumer Brand Manager at Galderma, we’ll take a deeper dive by covering the follow:

[ How to rethink marketing products by dramatizing complex studies via digital assets

[ Creating content that can live in many forms with multiple audiences, whether it is a selling tool to be used with physician or tools for potential consumers

[ Explore how digital is woven throughout all functions of marketing from educating sales force teams, teaching healthcare professionals, creating in-office experiences and maximizing consumer communications

Esi Glakpe, Consumer Brand Manager, GALDERMA

5:45 Close of Digital Technologies/Social Innovation Day

DIGITAL TECHNOLOGIES/SOCIAL INNOVATION DAY / JUNE 13, 2017


7:45 Registration Opens, Continental Breakfast and Morning Coffee in the Exhibition Hall

8:30 Co-Chairs’ Opening Remarks Zoe and John’s 2017 Industry Welcome and Foreword!John Vieira, Executive Director, Global Brand Strategy, DAIICHI SANKYO

Zoe Dunn, Principal, HALE ADVISORS

9:00 CASE STUDY Paid Social: A Necessary Evil or Your BFF?

[ Why pay to play is here to stay [ The hidden benefits of paid social [ Pitfalls to avoid, or at least be prepared for [ The trifecta: Targeting, Timing and Thumb-stopping content [ Making sense of measurement

Molly James-Lundak, Senior Director, Corporate Digital Marketing, ABBVIE

9:30 I Come from the Future: 2017 Is Going to Be the Biggest Change in Digital HCP Marketing in 20 Years Imagine if you could get the names and profile information of the HCPs who visit your site without requiring them to log in. At DMD we have this information, and this new data set is going to rock the foundation of our industry’s digital marketing efforts. The interesting question is, “What is your brand going to do now?” Dave Reim, Chief Product Officer, DMD

10:00 KEYNOTE SESSION The Senior Management Perspective: Developing an Overarching Strategy That Modernizes Your Healthcare Business Model and Positions It for Future Success

[ Assess how customer centricity is viewed across departments [ Understand your patients [ Align your various departments and create incentives for them to work

together [ Recognize what will increase your chances of commercial success

when launching a product [ Analyze the role of flexibility in the era of digital healthcare

Tom Cannell, COO and President, Global Commercial Products, OREXIGEN THERAPEUTICS


11:00 How Pharma Brands Can Take Their Digital Customer Engagement to the Next LevelIt’s no secret that pharma’s current digital and customer engagement efforts are falling short. Physicians feel they are just being advertised at and not

receiving useful or high quality digital content from pharma. Patients expect pharmas to provide the same level of customer experience they get when they interact with retailers like Amazon, but aren’t receiving it.Pharma must find a way to fix this situation – today’s customers are highly digital and health decisions are supported by online research. Brands who can’t find a way to leverage digital insights and channels for effective customer engagement will be at a huge competitive disadvantage.How should brands move forward and create programs that work for both their customers and the bottom line?In this session, Rory Stanton, Director of Digital Insights, will share steps that brands can take to their digital customer engagement to the next level, and create programs that drive results.

[ Understanding underlying customer challenges, emotions and motivations

[ Next gen customer experience mapping [ Partnering at the point-of-care, including out of the clinical setting

Rory Stanton, Director of Digital Insights, DRG DIGITAL - MANHATTAN RESEARCH

11:30 Getting Away with Murder? Why Marketers Must Respond to the Challenge Like ChallengersBill Drummy, Founder and CEO, HEARTBEAT IDEAS AND HEARTBEAT WEST

12:00 KEYNOTE SESSION Leveraging Digital: Navigating Digital Trends and Technologies to Maximize Positive Outcomes for Patients

[ Examine the adoption of digital across all industries [ Understand why digital will impact healthcare and how patients can

benefit [ Identify what a pharma company can do to address digital trends and

emerging technologies [ Explore what pharma companies may look like in the future

Nicole Mowad-Nassar, Vice President and Head of US Business Operations and External Partnerships, TAKEDA PHARMACEUTICALS

12:30 Optimizing Stakeholder Engagement Programs with Online Discussion Platforms

[ Choose which modern and emerging avenues to use when engaging stakeholders and removing communication barriers

[ Maximize program results through digital avenues, using trends and tips from experts as guidance

[ Review case studies of recent innovations from programs of varying size

Lance Hill, CEO, WITHIN3


DIGITAL PHARMA TWEETAMONIALS @JaniceJacobs44: So much useful & interesting info and so many open, smart people.

@atenuta: Thanks @DigitalPharma for the annual brain stretch + reminder

@deanbrady: Having some great conversations, thanks #DigPharm

@lenstarnes: Some truly innovative thinking & thinkers in evidence #pharma

@carrieimpactpr: It was really great to learn from industry colleagues at #DigPharm!

@him_skm: Great insights

@HelenaBinder: Interesting conversations going on at #digpharm this week.

@mikespence: Inspiring, honest, helpful and challenging talk

MAIN CONFERENCE, DAY ONE / JUNE 14, 2017


TRACK A Improving and Personalizing the Customer Experience

TRACK BDigital Marketing 3.0

2:00 Chairman’s Opening Remarks Chairman’s Opening Remarks

2:15 CASE STUDY Zen and the Art of Crowdsourcing: How Pfizer Leads Innovation by Using Crowd PowerCrowdsourcing: the ‘mot du jour’ for resolving many types of problems, online or offline, that require sustained human involvement. We see it applied in order to motivate employees to engage with less rewarding daily routines, to attract the best possible ideas and approaches to boost innovation, or to complete data processing tasks that computing technology has yet to master quickly and accurately. This session provides users with a unique insight into how Pfizer user internal and external crowds to solve simple and perplexing problems, the advantages, disadvantages, and challenges they face, and why Pfizer thinks crowdsourcing is absolutely critical to the company’s mission and future success.

[ Starting small and thinking big: incremental innovation and the design and configuration of crowdsourced challenges

[ How crowdsourcing innovation is built into the company’s DNA [ Understand the difference between internal and external

crowdsourcing [ Failing fast: Developing dynamic crowds that target unique problems,

and knowing when to bail [ Use cases from Pfizer and other companies where Crowd Power has

been used to solve problems big and small [ Use crowds to help narrow the focus, save time

Bryan Cohen, Digital Platform Lead – Promotional Operations, Sales, & Marketing, Worldwide Innovation Fellow, PFIZER, INC.

CASE STUDY Corporate Culture Can Be a Content Marketer’s Treasure Trove Tap into your organization’s culture to explore hidden treasures that can be catalysts to help you bring more sizzle to life sciences in an authentic and creative way. Corporate culture is our way of life. It’s not only how we conduct business — it also tells the story of who we are, what we value and what differentiates us from our competitors. We’ll review a few creative ways to unlock the full potential of your corporate culture narrative across an integrated marketing strategy, including traditional, in-person, digital and social media campaigns. There is a plethora of rich and robust content waiting to be discovered and shared. Let’s take this journey together. Lucy Abreu, Director, Corporate Communications, OTSUKA PHARMACEUTICALS US

2:45 See Why Immersive Technologies, Like VR & AR, Should Become an Indispensable Part of Your Multi-Channel Strategy

[ Get an overview of today’s key VR/AR technologies [ Explore case studies in pharma [ Learn which KPIs are vital to measure success [ See what’s on the horizon

Sanjiv Mody, Founder and CEO, PIXACORE

Ben Voss, Chief Technology Officer, PIXACORE

Session Outline To Be DeterminedSenior Executive, VEEVA

3:15 Afternoon Networking and Refreshment Break

3:45 CASE STUDY The Key Principals of Effective Content Marketing: Real-World Lessons Learned Across Industries

[ Benchmark best practices from the CPG industry [ Study winning principles for breakthrough therapy launches in an established

category [ Transform your marketing organization to meet evolving customer needs [ Be the change agent in your organization to step up marketing capability [ Develop multichannel campaigns targeting new audiences

Jennifer Burnham, Content Strategy and Engagement, Digital Center of Excellence, ABBOTTEugene Watt, Global Product Manager, ABBOTT

CASE STUDY Hurdles to Overcome: From Guns to Healthcare

[ Uncover the truths behind common misconceptions [ Execute brand marketing with a twist [ Ensure proper digital messaging and performance [ Play within a newly regulated area

Eric Doherty, Director of Marketing, GLOCK HEALTH, SCIENCE AND RESEARCH

4:15 CASE STUDY Social Customer Care: Creating a Program from Scratch

[ Create awareness of the need [ Build alignment across the company [ Set up the right support mechanisms and staffing

Anna Haas Bauman, Director, Global Marketing, ALIGN TECHNOLOGIES

CASE STUDY How to Truly Connect Sales and Marketing: Identifying Where Pharma Is Falling Short Mike Padilla, Vice President, US Marketing, ALIMERA SCIENCES

4:45 Conclusion of Day One and Networking Cocktail Reception

MAIN CONFERENCE, DAY ONE / AFTERNOON TRACKS JUNE 14, 2017


8:15 Registration Opens, Continental Breakfast and Morning Coffee in the Exhibition Hall

8:40 Co-Chairs’ Recap of Day OneJohn Vieira, Executive Director, Global Brand Strategy, DAIICHI SANKYOZoe Dunn, Principal, HALE ADVISORS

8:45 CASE STUDY Content, Storytelling and Influencers: Embracing an Inevitable Shift The evolving global media landscape, the rise of non-traditional influencers, and the dominance of social media and sharing platforms are leading to a shift in how companies shape their narrative to impact how external audiences perceive and engage with them. Implementing this inevitable change in the biopharmaceutical industry presents multiple challenges, from moving past old habits in communications to overcoming regulatory constraints and aligning narratives across multiple internal constituencies. Gulden Mesara, Vice President, Global Commercial and Health Communications, AbbVie, and Javier Boix, Senior Director, StoryLab, Corporate Communications, AbbVie, will discuss the key elements driving this exciting shift in how biopharma tells its story and engages with its audiences. Elizabeth Hoff, Director, R&D Content Development, StoryLab, ABBVIE

9:15 Marketing with Confidence: Tangible Measurements For Selecting The Best Approach To Your Social StrategyChoosing the definitive social media stratagem to drive and demonstrate quantifiable outcomesYou have clear business objectives you want to achieve. You want to deliver a return-on-investment in digital media for your brand by connecting with consumers, engaging in 1-to-1 conversations, and building awareness. Digital and social media are key to your marketing success. Clear measurements pave the way for the right activities, and cross channel measurement will ultimately help marketers spend more wisely on social and marketing programs that work. With a better understanding of how to approach measurement, marketers will begin to see how a multi-channel approach is by far more valuable than any one channel in isolation. In this presentation, we’ll provide tangible approaches for selecting a measurement based social media strategy for your brand, including which channels to use, proven approaches, and a guide for measurement of multi-channel digital marketing programs. Dawn Lacallade, Chief of Social Strategy, Vice President of Account Services, LIVEWORLD Jaime Vignali, Director of Digital, ZOETIS

10:00 Best Practices for Managing Regulated Promotional ContentJenny Victor, Senior Director, Business Process Management Product Marketing, OPENTEXT


11:00 CASE STUDY Facebook + Pharma: A Case StudyKelly Bock, Multi-Channel Marketing at Allergan, and Sachin Nanavati, Client Partner for Healthcare at Facebook, speak to the process of launching several branded and unbranded Facebook campaigns for Allergan, from strategy to concept review and standard development, all the way to launch and initial results. They will also share an update on the latest Facebook offerings and capabilities for Pharma.Kelly Bock, Senior Manager, Multichannel Customer Marketing, ALLERGAN Sachin Nanavati, Client Partner - Healthcare, FACEBOOK

11:30 The Digital Difference: New Forms of Patient Engagement [ How digital Is changing Pharma’s business model [ What can digital deliver – new forms of patient engagement

• Evidence Based Behavior Change• Hyper-personalization – the digital difference• Getting the balance right – digital first but not only

[ Improved adherence, evidence and healthcare outcomes [ Is Pharma ready for the challenge

Jim O’Donoghue, Vice President, Connected Health, S3 GROUP

12:00 CASE STUDY Improving Digital and Traditional Mix, Customer Centricity, and Interaction with Standard Promotion

[ Analyze how to make the digital mix more effective [ Plan for budget-neutral digital optimization and higher impacts

[ Explore the role of customer centricity and digital coordination for multiple products

[ Connect digital interactions with standard promotions (e.g., field force work and sampling)

[ Identify how digital and sampling can enhance each otherIgor Rudychev, Global Samples Operations Team Lead, PFIZER, INC.

12:30 Session Outline To Be ConfirmedSenior Executive, SAAMA TECHNOLOGIES

1:00 PLENARY PANEL DISCUSSION Achieving an End-to-End Digital Experience for Customers: Assessing the Difficulties in Creating a Vision for Your Business

[ Balance the digitally enabled customer’s experience and drive the ways you can engage them• Can your supply chain deal with this? • Can your web presence deal with this?

[ Enable digital transparency and provide a service across the customer chain• Can we predict the demands and expectations of our customers? • Can we respond in real time?

[ Navigate emergent technologies — such as nanotech, 3D printers and AI — and how they change the way we relate to customers • How do all of these interplay? • How will these technologies impact doctors and the way we market to

them? [ Explore whether — and how — pharma can potentially overcome privacy, MLR

and the “creepiness” factor in online advertising and targeting• How can life sciences organizations prepare for the public realization of

the amount of data that is available and leveraged for direct marketing?• Is putting “all eggs in the digital basket” a bad PR move?

Panelists:Viru Parlikar, Director, Global Consumer Marketing, ABBOTT MEDICAL OPTICSDan Gandor, Head of Takeda Digital Accelerator - USA, TAKEDA PHARMACEUTICALSSai Punjabi, Global Digital Marketing Capabilities and Operations Director, ALLERGANAlvin Lin, Director of Hemotology Marketing, PHARMACYCLICS


2:30 CASE STUDY Cultivating the “Human-Company” Connection: Embracing True Patient Engagement as an Integral Part of the Pharma Ideation ProcessPharma companies are highly regulated, especially in their interactions with patients. This intense regulation has broken down the human-company connection. Pharma’s most important role is to serve customers (i.e., patients), yet we live in fear of genuine engagement with them.This session will provide detailed insight into how you can foster connections with your most vital customers without compromising the laws that govern our industry. It will showcase creative and deeply meaningful examples of how patients can change the way we think, the way we work, strategize and do business as a whole.

[ Improve programs across the board by ensuring the patient is truly considered a part of the ideation process

[ Respectfully harness patient expertise, experience and advice — build good will AND break down the lack of transparency around pharma

[ Create a “win-win” situation by connecting all of this to your underlying business Natalia Forsyth, Head of Digital, Intercontinental Region, AMGEN

3:00 CASE STUDY What Winning Looks - The End of Vanity Metrics

[ The three pillars of digital marketing [ SWOT / Mapping a vision – 3, 6, 12, 24 [ Defining a path [ What Winning Looks Like (WWLL)

Matias Coo, Director of Marketing and Digital Strategy, AVANIR PHARMACEUTICALS

3:30 Closing Remarks and Close of Conference

MAIN CONFERENCE, DAY TWO / PLENARY SESSIONS JUNE 15, 2017


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Enabl ing End-to-End Digit izat ion of Your Enterpr ise Through Transformation, Business Model and Channel Optimizat ion

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June 13-15, 2017 > Hyatt Regency San Francisco Airport > South San Francisco, CA

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TO REGISTER CONTACT MARCIE CRUZ 917-258-5143

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Documents

Transformation, Business Model and Channel Optimizationinfo.exlevents.com/rs/195-NER-971/images/C876_DPWest_Cruz.pdf · _ Redefine your pharma marketing efforts to fit AI/AR and cognitive