Digital Pharma Europe

DAY ONE – MONDAY, 29 MARCH

PRE-CONFERENCE WORKSHOP

8:00
Registration and Continental Breakfast for Workshop Participants

9:00
Social Media Bootcamp

Web 2.0. Social Media. Groundswell... We’ve all heard the buzzwords and may even use social applications like YouTube, Facebook, LinkedIn, and Twitter, but how can these be applied to the highly regulated pharmaceutical industry? This workshop will cover the basics of launching a social media program within the pharma/biotech environment, with a focus on using Twitter as a corporate communications tool. Participants will leave the workshop with an understanding of:

• Why we need to do social media? What benefits it can bring to various stakeholders?
• How social media is currently being implemented in the industry
• How to develop a social media strategy (including social media guidelines/policy)
• Is Pharma doing enough? If not why not? What would constitute enough? What is the perfect social media campaign?
• The importance of moving beyond technology and understanding the social media “culture/mindset”
• Who do you engage with on Twitter (ie. which target audience do you actually reach)?
• How do you integrate social media communications with your existing communications platform (ie. conference live Tweeting - press conferences & press release with Twitter)?

LED BY

John Pugh
Director, Corporate Communications
BOEHRINGER INGELHEIM

Silja Chouquet
Owner
WHYDOT PHARMA GmBh

12:00
Workshop Concludes, Luncheon for Workshop Attendees

13:00
Welcome Address from BAYER SCHERING PHARMA

SPEAKER
Andreas Fibig
CEO
BAYER SCHERING PHARMA

13:10
Chairperson's Opening Remarks
Len Starnes
Head of Digital Marketing & Sales
BAYER SCHERING PHARMA

13:20
Social Media Panel
PR, Marketing and Web 2.0: Integrating Functions to Communicate with One Voice

• Where should social media fall under the corporate structure - PR or Marketing?
• How are different new media channels such as Twitter and Facebook blurring the line between marketing and PR?
• Breaking down silos and stepping out of comfort zones to effectively work together and ensure transparent, honest and compliant digital communications

MODERATOR
Marc Southern
Associate Director, Digital Healthcare
FLEISHMAN HILLIARD

SPEAKERS
Yvan Deurbroeck
Vice President, International Public Relations
MEDTRONIC, Switzerland

Alex Kalombaris
Global Head, Group Internal Communications
ASTRAZENECA , United Kingdom

Manuel Ortega
Vice President, Global Fertility Business Unit Strategic Marketing
MERCK SERONO

Gillian F.Tachibana
Director, eMedia, Internet & Intranet CommunicationS
MERCK SERONO

Colin Foster
Director of Social Media, Corporate Communications
NOVARTIS

14:15
Case Study
Exploring the Benefits and Challenges of Utilizing Different Social Media Channels to Communicate With Roche’s Diverse Stakeholders

• Reviewing the rationale for, and results of, creating feedback channels and interaction on the corporate website
• Outlining the successes and challenges of using Twitter for corporate communications

SPEAKER
Sabine Kostevc
Head of Corporate Internet and Social Media
ROCHE

15:00
Networking and Refreshment Break

15:30
Co-Chairpersons’ Welcome and Opening Remarks

Len Starnes
Head of Digital Marketing & Sales
BAYER SCHERING PHARMA

15:45
How The Global Marketing Team at Merz Approached The Use Of Social Media

The presentation will address how the global marketing team at Merz Pharmaceuticals evaluated and established its use of Social Media from the earliest stages of engagement. It includes key considerations on the role of Social Media as part of the tactical PR plan when launching a new brand to healthcare professionals and consumers in 2009, and how this has been different compared to a pharmaceutical product launch 10 years ago

• Breaking down the process from getting the team educated, meeting agencies, shaping the internal organisation, managing expectations and challenges
• Examining differences between Europe and the US on using Web 2.0 tools for market research
• Sharing most recent learnings, insights and predictions for the use of Social Media in Pharma

SPEAKER
Marianne Gries, MSc Pharm
Vice President, Strategic Marketing
MERZ PHARMACEUTICALS

16:30
Bayer Schering Case Study

Description will be posted shortly

SPEAKER
Ian Talmage, Head Xarelto Global Brand Team, BAYER SCHERING PHARMA

17:15
Group Discussion:
The Two Way Relationship Behind Social Media is Rooted in Listening

• How to understand the landscape and conduct a web audit of branded and unbranded web sites
• Scanning the web and trying to understand pragmatically what issues are linked to side effects and efficacy
• Conducting a web audit with keywords
• Facing the challenge of adverse event reporting online
• Identifying specifically what the perception of your drugs are online
• Establishing tactics to discover the perceptions of your audience
• Learn about tools such as Backtype, Trendrr, Social Mention and Lexicon
• Should Pharma think of it as Monitoring or Listening, and how the answer can shape the way you relate to your key stakeholders

MODERATOR
Jens Monsees
Industry Head Consumer Goods & Health Care
GOOGLE

FEATURING
Guillaume Maurin
Brand Manager, SBT Oncology Europe
PFIZER INTERNATIONAL OPERATIONS

Matt Jameson Evans
Director, healthUnlocked
Co-Founder at RemedyUK

Irina Osovskaya
e-Business Manager
JANSSEN-CILAG

Alex Butler
Communications Manager
JANSSEN-CILAG

Mark Senak, J.D.
Senior Vice President and Partner
Fleishman-Hillard
Author, EyeonFDA blog

Erik Van Der Zijden
Innovation Manager at INTERVET/SCHERING PLOUGH
Founder, New Media Architect & Producer, DIGIREDO

18:00
Close of Day One

DAY TWO – MONDAY, 30 MARCH

7:30
Continental Breakfast for Conference Participants

8:25
Chairpersons’ Recap of Day One

8:30
Identify Enterprise 2.0 challenges and risks facing global pharmaceutical companies

Enterprise 2.0 is a term being used for the technology, applications and business innovations which lead to a more collaborative, efficient and productive way of communicating within an organization.

• Why should we be moving towards Enterprise 2.0?
• Explain internal obstacles and their impact when implementing Enterprise 2.0
• Demonstrate possibilities for leveraging collaborative environments

SPEAKERS
Manuel Ortega
Vice President, Global Fertility Business Unit Strategic Marketing
MERK SERONO

Gillian F.Tachibana
Director, eMedia, Internet & Intranet Communications
MERK SERONO

9:15
Roundtable group discussion featuring a panel of Bayer Schering Pharma marketers discussing a variety of topics including:

• Social Media KPIs: new performance measurement parameters; examples from consumer and pharma
• Digital integration: how the digital channel can and should be integrated within mainstream marketing
• Digital tactics vs. digital strategy: how the European pharma industry must learn to use digital channels strategically for long-term gain
• Digital & CRM: How are these two disciplines being integrated within pharma, if at all?
• What are the internal restrictions around the use of Social Media and how is Pharma working within them?
• What are the practical reasons why brand managers want to use Social Media?

MODERATED BY
Len Starnes
Head of Digital Marketing & Sales
BAYER SCHERING PHARMA

PANELISTS:

 Fabio Piva, Head Men's Health TA, BAYER SCHERING PHARMA

Phil Owens
Head of Yaz Global Brand Team

Francois Pilon
Head of Amikacin Inhale Global Launch Team

Kristien Vanthuyne, Head Mirena Global Brand Team, BAYER SCHERING PHARMA

Gillian F.Tachibana, Director, eMedia, Internet & Intranet Communications,
MERCK SERONO

Marianne Gries, MSc Pharm
Vice President, Strategic Marketing
MERZ PHARMACEUTICALS

  
10:00
Engaging Physicians Online:
Are You Leveraging the Channel?

This session will address:

• INSIGHTS: Physicians use of the internet as their preferred channel for clinical information
• INNOVATIONS: Taking physician marketing - beyond the “ e-Detail”
• BEST PRACTICES:
  • Why non-personal selling IS personal
  • It’s no longer about building product and corporate websites for physicians.

SPEAKER
Jeremy Schneider
Vice President of Global Market Development
WEBMD

10:45
Networking and Refreshment Break

11:15
The Physician’s Perspective: Hear From one of the Most “Wired” MDs in all of Europe

• Hear why Dr. Mesko believes that medical education and communication between physicians and patients has been and will continue to be revolutionized by the tools and services of Web 2.0
• Discuss why medical professionals of the 21st century have to be ready to meet the expectations of e-patients and why e-patients will changethe way medicine is practised and healthcare is delivered
• What Pharma should know about how Physicians are using the internet and how they can partner with them in promoting positive outcomes for patients

SPEAKER
Bertalan Meskó, MD
University of Debrecen,
MEDICAL SCHOOL AND HEALTH SCIENCE CENTER
Author of Scienceroll.com, Founder of Webicina.com

12:00

Presentation of New Research on Patient & Physician Interaction with Social Media

DIGITAS HEALTH commissioned quantitative research across Europe to investigate the usage and opinions of primary care professionals, patients and carers on digital channels for education, information and support.  Physicians shared their views on the potential offered by online services to patients and, the opportunities  to share their expertise with their professional medical peer group. The research will look at the most frequently recommended sites by professionals to patients and/or carers and the power physicians, patients and carers believe social media holds in today’s connected society.
 
Come and hear how, when and why patients are discussing their conditions and medication with other patients and if they really trust people online?  Hear why physicians are using social media to improve professional communication and if they believe online communities are vital patient support networks. This new research asks  ‘how seriously does Pharma take social media?’  

SPEAKERS
June Dawson
Managing Director
DIGITAS HEALTH LONDON

Mark Duckham
Managing Director UK Group
KANTAR HEALTH

12:45
Luncheon for Conference Participants

13:45
Case Study
Implementing Social Media Initiatives in Pharma

• How Janssen-Cilag is engaging in Social Media while paying attention to the specific needs of each department: Product Marketing, eBusiness, Medical and Communications-How Janssen- Cilag are overcoming the barriers and risks of not having sufficient regulatory guidance on Social Media in Pharma
• Explore the necessity to have a clear idea of the goals a company must have in place PRIOR to engagement-Learn where Janssen-Cilag is heading with Social Media in the future

SPEAKERS
Irina Osovskaya
e-Business Manager
JANSSEN-CILAG

Alex Butler
Communications Manager
JANSSEN-CILAG

Gary Monk
Product Manager - Neuroscience
JANSSEN-CILAG

Gill Hamilton
Associate Medical Director
JANSSEN-CILAG

14:30
Smart e-marketing Strategies for Pharmaceuticals to Enhance Customer Relationship Manage ment (Doctor and Patient)

• Update on how CRM tools can be used to reach prescribers in segmented European markets
• Use of online market research tools to understand customer segmentation in Europe
• How do you use the right doses of digital mix to reach to your target customers effectively?
• How can you bring all the different online marketing tools altogether to make the most of your campaign?
• How to reshape your marketing campaigns to build better relationships and engage the online community as a marketer?

SPEAKER
Ron D. Byron
Senior Director Global Marketing, Allergy
UCB FARCHIM SA

15:00
“Unconference” Session

The event will culminate in an “Unconference” session that will immerse delegates in a setting based on the tenets of how we communicate in this new era: Open, Free Flowing, Non-Didactic, Spontaneous, Honest, Unpredictable, Transparent, Collaborative. Unconferences have gained tremendously in popularity in the high tech industry, showing huge results in terms of productivity and fostering a group process. The event’s overall mission is to propel Pharma into the revolutionary world of Social Media so that we can better communicate with patients and physicians on their terms and in a communal way. The topics and structure will not be predetermined. What will be discussed? How will it unfold? Join us to find out!

LED BY ADVISORY BOARD MEMBERS
Silja Chouquet
Owner
WhyDot GMBH
Co-Founder
HEALTHCARE SOCIAL MEDIA EUROPE (#HCSME)

Andrew Spong, PhD
President
STWEM, Social Media for Scientific, Technical and Medical Communities
CoFounder
HEALTHCARE SOCIAL MEDIA EUROPE (#HCSME)

Marriane Gries
VP Strategic Marketing
MERZ PHARMACEUTICALS

Colin Foster
(Co-Chair), Director of Social Media, Corporate Communications
NOVARTIS

Matt Jameson Evans
Director, healthUnlocked
Co-Founder at RemedyUK

Chris Sampson
Global Media Relations
ASTRAZENECA

John Pugh
Director Corporate Communications/External Communications
BOEHRINGER INGELHEIM PHARMA GmbH

Erik Van Der Zijden
Innovation Manager at INTERVET/SCHERINGPLOUGH, Animal Health, The Netherlands
Founder, New Media Architect & Producer
DIGIREDO

René van den Bos
New Media Architect & Co-Founder
DIGIREDO

17:00
Conference Concludes