3rd European Public Relations and Communications Summit

DAY ONE Monday, 16 May 2011

 8:00
Registration and Continental Breakfast for Attendees

9:00
Welcome and Chairperson’s Opening Remarks

Conference Chair
James Read
Public Affairs, International
GILEAD SCIENCES


9:15
EXECUTIVE PANEL: THE DYNAMIC ROLE OF COMMUNICATIONS
How Transitions in the Pharmaceutical and Healthcare Industries are Increasing the Importance of a Strong Communications Team

• Making sure PR gets a seat at the table during internal policy discussions
• Communications’ role in internal change management
• Using all available tools to develop a proactive reputation management plan for your brand and company
• Understanding and influencing all the key stakeholders in the healthcare marketplace

Moderator
Thomas Bols
Vice President of Corporate Health Policy and Market
MERCK SERONO

Panelists
Steffen Fritzsche
Director, Corporate Communications
UCB PHARMA

Jessica Mann
Senior Vice President of Global Corporate Communications
SHIRE

Michael Rinaldo,
Executive Vice President, Managing Director, Global Healthcare Practice
FLEISHMAN-HILLARD

10:00
CHANGE MANAGEMENT CASE STUDY: CULTURE CHANGE
Adjusting to New Developments by Creating and Fostering a Culture of Innovation

• Understanding pharmaceutical industry shifts and the implications for communications
• Using innovative communications including video, storytelling, and collaborative online spaces (internal social media) to engage employees and facilitate culture change

Speaker
Fiona Olivier
Strategic Business Communications Director
ABBOTT


10:45
Refreshment and Networking Break


11:15
CHANGE MANAGEMENT PANEL: MERGERS AND ACQUISITIONS
Integrating Corporate and National Cultures in International Mergers and Acquisitions to Ensure Smooth Operations in Light of Corporate Modifications

• Training management to communicate with new employees
• Mobilizing employees to adopt new procedures and attitudes
• Examples of specific successful communication measures

Panelists
Sybille Genersch
Head of Communications & Corporate Identity
BOEHRINGER INGELHEIM

Martin Fensch
Director Communications Germany and Head Media Relations Oncology Europe
PFIZER

Antonia Lang
Communications Director, Eastern Europe, Middle East, and Africa
MSD

12:00
CRISIS COMMUNICATIONS
Proactively Developing Relationships with Influencers to Create an Available Network for Damage Control

• Cultivating influencer relationships during good times
• Identifying influencers within various stakeholders: patient groups, regulatory authorities and physicians

Speaker
Lori Gorski
Associate Director for Corporate Communications
GENZYME


12:45
Luncheon for Conference Participants


1:45
PANEL DISCUSSION: CONNECTING WITH POLICY MAKERS
Adopting a Public Relations Approach into the Process of Engaging with Policy Makers

• Recognizing that public policy increasingly shapes your business environment at all levels, making policy makers an essential audience
• Treating policymakers as a distinct audience to ensure that your message is tuned to addressing their needs
• Expressing the impact of your treatment in relevant policy terms such as innovation, competitiveness, employment, and solidarity
• Building alliances and developing messages to help align stakeholders to press for desirable policy initiatives

Moderator
Colin Mackay
Director of Communications
EFPIA

Panelists
Nick Bosanquet
Professor of Health Policy
IMPERIAL COLLEGE

Mark Grossien
Global Manager Franchise Communications
NOVARTIS

Richard Robinson
Account Director
FLEISHMAN-HILLARD

Duncan Cantor
Government & Public Affairs Manager
BOEHRINGER-INGELHEIM

2:30
PARTNERING WITH EXTERNAL ORGANIZATIONS
Forging Alliances with Stakeholder Groups to Influence Public Opinion

• Determining your long term partnership objectives when working with patient advocacy groups
• Understanding the needs and wants of stakeholder organizations to find common ground
• Recognizing when working together as an industry can benefit everyone by growing the marketplace

Speaker
Maximilian von Olenhusen
Director Public Affairs
NOVARTIS


3:15
Refreshment and Networking Break


3:45
PUBLIC HEALTH STAKEHOLDER CASE STUDY
Stakeholder Relations in the Area of HIV Treatment to Create Synergy Between Your Company’s Initiatives and Advocates’ Needs

• Responding to public opinion regarding research, access to medicine, and commercial operations
• Listening to the goals of patient advocates and activists
• Involving external stakeholders in determining changes in how trials are done and how drugs are provided
• Listening to external stakeholders in determining R&D directions

Speaker
James Read
Public Affairs, International
GILEAD SCIENCES


4:30
CORPORATE SOCIAL RESPONSIBILITY
How Public Relations Inform Corporate Social Responsibility Efforts as Corporate Branding Initiatives

• How do you select a CSR cause that is congruent with your company’s goals?
• What are the key issues in selecting and working with partners for CSR projects?
• Making sure that your CSR story gets told
• Creating an integrated methodology for how CSR is part of a corporate, product, internal, and web communications function as it affects branding and reputation

Speaker
Jan Willem de Heer
Communications Manager, Public Affairs and Policy
PFIZER


5:15
End of Day One

DAY TWO Tuesday, 17 May 2011

9:00
Chairperson’s Recap

Conference Chair
James Read
Public Affairs, International
GILEAD SCIENCES

9:15
BECOMING A NEWS SOURCE OF CHOICE IN 2011/2012
Positioning Yourself as a Trusted Resource for Journalists Covering the Healthcare and Pharmaceutical Industry to Add Value to Your Company’s Strategic Operations

• How will your company fit in with what journalists see as the hot stories affecting the pharmaceutical industry in for the rest of the year?
• Why developing the kind of expertise to become a resource to reporters can also increase your influence within your company
• Challenges that are facing journalists covering the healthcare and pharmaceutical industries
• What kinds of pharmaceutical and health related stories are underreportedand what opportunities are there for coverage?
• Providing access with the most relevant and useful sources

Moderator
Uri Goren
Spokesperson and PR Manager
NEOPHARM GROUP

 
Panelists
Melanie Senior
Bureau Chief, Europe
ELSEVIER BUSINESS INTELLIGENCE, THE PINK SHEET

Matt Thomson
Managing Director, Europe
SYNAPTIC DIGITAL

Andrew Widger
Director of Media Relations, Europe, Middle East, and Africa
PFIZER

10:00 
CASE STUDY: DESIGNING A COMMUNICATIONS DEPARTMENT
A Look at How UCB Responded to Industry Changes by Empowering the Communications Function with the Creation of a Dedicated Communications Department

• Merging with Schwarz Pharma spurred UCB to form a dedicated communications department
• Choosing members to form a team to develop a strategy for media and internal communications
• Designing a strategy to coordinate communications for a restructuring international company
• Lessons learned in structuring a communications department

Speaker
Steffen Fritzsche
Director, Corporate Communications
UCB PHARMA

10:45
Refreshment and Networking Break

11:15
SOCIAL MEDIA STRATEGY
Using Social Media to Influence the Exchange of Ideas and Information Regarding Treatment Options and Your Corporate Brand

• Recognizing that online, new media conversations happen among stakeholders whether your company is involved or not
• Examining how a corporate social media strategy fits into the existing external dialog
• Providing dynamic, frequently updated, relevant information through social media outlets
• Establishing benchmarks for proactively using social media to influence the public directly

Speaker
Alex Butler
Director Strategy & Social Media Manager
JANSSEN

12:00
Networking Luncheon

1:00
PFIZER CASE STUDY: PR AND SOCIAL MEDIA
Coordinating the Social Media Efforts and Interests of the Marketing, PR, Medical and Other Departments to Avoid Confusing the Public

• Coming to an agreement over who’s doing what with social media outlets
• Developing guidelines for Facebook, Twitter and blogs
• Creating an authority and/or governance models regarding social media
• How to handle bloggers who spread negative or inaccurate information about your drug

Speaker
Andrew Widger
Director of Media Relations, Europe, Middle East, and Africa
PFIZER

1:45 
LEADERSHIP COMMUNICATIONS
Mobilizing Employees as Ambassadors for Your Corporate Brand

• Providing vision and direction, and reminding people of your company’s purpose
• Setting the right example for communicating positively about your activities
• Offering tools and guidelines for employees to talk about your business
• Letting employees own and feel like a part of the company story

Speaker
Katja Buller
Senior Director, Public Affairs International
BIOGEN IDEC

2:30
Conference Concludes