6th PR & Communications Summit

DAY ONE – Monday, July 26

7:30am
Conference Registration and Continental Breakfast

8:30am
Co-Chairperson’s Opening Remarks

Co-Chairs
Ray Kerins
Vice President, Worldwide Communications; Head, Global Media Relations
PFIZER

Karen Carolonza
Principal
GREEN ROOM PUBLIC RELATIONS

8:45 
KEYNOTE WELCOMING ADDRESS
Exploring the Central Role of PR in Establishing Consistency of Message, Patient Safety, Alignment of Corporate Goals, and Long Term Industry Sustainability

• Considering the factors that have led to an elevated status of, and an increase in demand for,  public relations to have more of a driving position in the company
• Understanding the need for PR professionals to ensure alignment around communication plans and business decisions
• Anticipating the future of the profession as the political, economic and regulatory environments continue to evolve
• Examining the critical function of public relations to support internal and external integration during both good and bad times

Speaker
Dr. Freda Lewis-Hall
Chief Medical Officer
PFIZER

9:15am
SOCIAL MEDIA PANEL
Twitter, Facebook, YouTube, Oh My!  Overcoming Fear Surrounding Social Media and Adopting a Web 2.0 Strategy to Enhance Communication with Key Audiences

• Selecting different new media channels that your team can utilize to join the conversation about different disease states and about your company
• Committing an appropriate amount of resources to monitoring and responding to online communication
• Overcoming the regulatory and legal challenges that coincide with social media
• Utilizing social media to restore public trust and instill confidence in the industry

Moderator
Debjani Deb
Co-Founder and Managing Partner
EMPOWER RESEARCH

Panelists
Mike McDougall, APR
VP, Corporate Communications and Public Affairs
BAUSCH & LOMB

Clinton Riley
Director of Editorial Services
MERCK

Tim Hunt
Vice President, Public Affairs
BIOGEN IDEC

10:15am
Networking & Refreshment Break

10:45am
PANEL DISCUSSION: MARKETING AND PR
Increasing Collaboration between Marketing and PR for Consistent, Effective and Targeted External Communications

• Where should the line fall between Marketing and PR?
• How can PR and Marketing teams best work together to communicate to stakeholders with one voice?
• Who should control social media?

Moderator
Sally Jacob
Director, Corporate Communications
AMGEN

Panelists:
Donna Cary
Director, Public Relations
SANOFI PASTEUR

Jenifer Antonacci
Associate Director, Product Communications
CEPHALON

Lee A. Davies
Director, Global Media Relations
Global Communications
MERCK

11:30am
MEDIA PANEL
Exploring how Increasing Demands Placed on a Shrinking Number of Sector Reporters are Affecting Coverage of Health Care Issues

• Examining the ongoing “consolidation” of media
• Reviewing the growing expectations for journalists to be online, in print and/or on-air, on social media, blogging, etc. and still break news!
• Considering additional challenges that media outlets face when covering life science issues and maintaining comprehensive coverage
• Analyzing if, and how, relationships between PR professionals and the press have changed
• Discussing strategies for how the media and industry can work together more effectively

Moderator
Mike Huckman
Senior Vice President
Director of Media Strategy
MS&L - Part of the MS&LGroup

Panelists
Jonathan Rockoff
Reporter
THE WALL STREET JOURNAL

Ed Silverman
Editor, PHARMALOT
Editor-at-Large, MEDAD NEWS AND R&D DIRECTIONS

Tom Randall
Reporter
BLOOMBERG BUSINESSWEEK 

12:15pm
Luncheon

TRACK A: INTERNAL COMMUNICATIONS

Track A Chairperson
Elizabeth Golden
Vice President, External Affairs & Worldwide Communications
PFIZER

1:30
EMPLOYEE ENGAGEMENT AND INNOVATION
Leveraging New and Traditional Channels to Foster Employee Trust and Morale while Supporting Ongoing Business Success

• Understanding the role of employees as ambassadors of the company
• Valuing the ideas, experience and knowledge of employees and utilizing them to support strategic goals
• Creating a culture of engagement and keeping employees committed during periods of change
• Determining when to utilize social media, Intranets, and/or face-to-face meetings to communicate with employees and front line managers

Moderator
Elizabeth Golden
Vice President, External Affairs & Worldwide Communications
PFIZER

Panelists
Lisa Adler
Vice President, Corporate Communications
MILLENNIUM: THE TAKEDA ONCOLOGY COMPANY

Mary Linda Andrews
Director, Community Partnerships
GLAXOSMITHKLINE

Elizabeth Renz
Associate Director, Executive Communications
ASTRAZENECA

2:15 
FRONTLINE MANAGERS AS KEY COMMUNICATORS
Equipping Leaders with the Tools Necessary to Translate Corporate Messages and Demonstrate the Relevance of the Information to their Teams 

• Implementing different training techniques to enhance the communication skills of internal leaders and support corporate culture
• Ensuring that senior leaders are out in front, engaging in open, honest, and transparent communication
• Engaging executive leadership in internal communication activities that cultivate strategic goals
• Helping managers to be more compelling messengers

Speaker
Stef Mendell
Director of Communications, Global Manufacturing & Supply
GLAXOSMITHKLINE

3:00pm
Networking & Refreshment Break

3:30pm
CASE STUDY
More than Face Value: An Engagement Case Study

John Naisbitt says that we are ‘intoxicated by technology.’ In the age of twitter, facebook, blogs and yammer, it can be easy to forget the powerful impact of face-to-face discussions.  Learn how Allergan senior leaders engage and inspire employees through a robust two-way communication program, resulting in new ideas, collaboration across functions and the support of strategic goals.

Speaker
Alexandra Gallo, ABC
Director, Internal Communications
ALLERGAN

4:15pm
Head Over to Your Roundtable Discussion!

TRACK B: CORPORATE COMMUNICATIONS

1:30pm
CASE STUDY
Using Social Media to Activate Consumers

• Building a foundation for social media outreach
• Bridging off-line and online activity
• Expanding reach with partners and ambassadors
• Key learnings

Speaker
Kate O’Connor
Executive Director, Public Relations
BOEHRINGER INGELHEIM

2:15pm
MARKET SEGMENTATION
Why An Integrated Approach is So Essential

• A close look at a key health influencer:  Reaching Dr. Mom - Heidi Hovland, Co-Chair, FH Moms
• The role of digital in micro-targeted communications - Bill Evans, SVP, Senior Digital Strategist, Co-Chair Healthcare Practice
• Integrated creative strategy and achieving true brand resonance - Steven Kostant, SVP, Creative Strategist

Moderator
Penny Mitchell
SVP & Senior Partner, Co-Chair Healthcare Practice
FLEISHMAN-HILLARD

3:00pm
Networking & Refreshment Break

3:30pm
PANEL DISCUSSION: HEALTH CARE BLOGS
Joining the Conversation about Your Company

• Analyzing the emerging influence of bloggers in health care communications
• Exploring strategies for getting to know bloggers and working together with them
• Committing an appropriate amount of resources to monitoring and responding to blogs 

Moderators
Kelly Dencker
Senior Vice President, Health Care
COYNE PUBLIC RELATIONS

Kevin Lamb
Vice President, Health Care
COYNE PUBLIC RELATIONS

Panelists
Dr. Allana Levine
PEDIATRICIAN AND PARENTING EXPERT

John Mack
Publisher and Editor-in-Chief
PHARMA MARKETING NEWS

Gina Maisano
President
NO SURRENDER BREAST CANCER FOUNDATION

4:15pm
Head Over to Your Roundtable Discussion!

TRACK C: PRODUCT COMMUNICATIONS

1:30pm 
GLOBAL COMMUNICATIONS
Implementing an Integrated Brand Strategy to Satisfy Diverse and Evolving Customer Needs Worldwide

• Maintaining consistency of message around the globe that supports and reinforces strategic goals
• Recognizing regional variations and compliance regulations and designing communication plans that are complementary, not competing
• Identifying best practices for executing strategic communications within the framework of a global internal and external audience

Speaker
Christopher Loder
Head, US Media Relations
PFIZER

2:15 
INTEGRATING PRODUCT AND FRANCHISE COMMUNICATIONS
Striking the Right Balance Between Advancing the Product and Advancing the Reputation of the Franchise and Company

• Utilizing the body of franchise expertise to demonstrate your history in a therapeutic area to the community when launching a new product
• Ensuring that product communications complement the franchise and vice versa
• Investing in the franchise to spread costs across a number of different products

Moderator
Steve Lampert
Executive Director, Brand Communications
ASTRAZENECA

Panelists
Andrea Rothschild
Senior Vice President and Co-Director Healthcare
HILL & KNOWLTON

Cathy Cantone
Director, Global Human Health Communications
MERCK

Susan Watkins
Director, Public Relations
SANOFI PASTEUR

3:00pm
Networking & Refreshment Break

3:30pm
TRANSPARENCY AND PHYSICIAN/INDUSTRY COLLABORATION
Exploring the Role of Transparency and Trust in Healthcare

• Looking at the role of physicians in healthcare innovation
• Considering environmental pressure and conflicts of interest
• Discussing the role of legislation
• Examining the business model evolution
• The way forward

Speaker
Kirsten Gorsuch
Vice President, Corporate Communications
MEDTRONIC

4:15pm
Head Over to Your Roundtable Discussion!

 4:30pm
ROUNDTABLE DISCUSSIONS
Choose your preferred topic to discuss in an intimate setting. Attendance per table is limited.

1. Integration between Industry and Agency: How can communication and information sharing be strengthened between companies and partner agencies for more productive relationshps and associated business outcomes?
2. Social Media During a Crisis: How can digital communications be utilized to best support patient safety during a crisis situation?
3. Corporate Social Responsibility: What are successful techniques for telling the story of a company's philanthropic efforts to best demonstrate a commitment to employees, customers, and the community?
4. Resource Maximization: How can communicators effectively stretch each dollar and cut costs without diminishing quality?
5. Public Policy Engagement: How can we enhance our interactions with policymakers and support a better business environment?
6. Using Internal Social Media Tools to Benefit the Business:  How can we utilize internal social media to help achieve business objectives, and how can we engage employees to use it?
7. Slap on the Wrist, Slap in the Face:  Avoiding Mistakes that Lead to DDMAC/NOV Letters

5:30pm
Cocktail Reception for Conference Attendees

DAY TWO – Tuesday, July 27

7:30am
Continental Breakfast


8:30am
KEY POINTS FROM ROUNDTABLE DISCUSSIONS
Each roundtable moderator shares the key elements from the previous day’s discussion

9:00am
KEYNOTE SESSION: FDA UPDATE
Exploring Strategies for Enhancing the Working Relationship between Industry and FDA to Maximize Patient Safety

• Understanding FDA’s priorities, the industry’s priorities, and where they intersect
• Identifying challenges that FDA faces is rapidly disseminating important information to the public
• Gaining deeper insight into FDA’s position on social media and how misinformation on the Internet can best be handled
• Exploring how FDA is working on increasing transparency
• Engaging in open and frequent communication to safeguard patient safety
• Working with industry around public milestone announcements ensure the dissemination of consistent, complete information

Speaker
Julie Zawisza
Director, Office of Training and Communication
FDA, CDER

 
9:45am
COMMUNICATION REGULATION
Engaging in Effective and Compliant Verbal, Written and Electronic Communication in a Dynamic, and Often Chaotic, Regulatory Environment

• Differentiating between scientific exchange and promotion
• Working with in-house counsel to minimize risk in traditional and new media
• Reviewing case studies of compliant and non-compliant communication
• Reviewing FDA enforcement activities and plans

Speaker
Jill Dosik
President
GCI HEALTH

10:30am
Mid-Morning Networking & Refreshment Break

11:00am
ADVOCACY GROUP PARTNERSHIPS
Meeting the Needs and Objectives of the Company and Those of Patient Groups for Lasting Relationships and Successful Programs

Whether the goal is to raise awareness of a disease and treatment options, empower patients to take better control of their health, bring visibility and support to a healthcare issue or change public policies that will increase access to medicines and medical devices, working with voluntary health organizations and patient advocacy groups is essential for success. But enlisting these organizations and working with them to develop successful programs is an art that starts by establishing trust and building mutual respect. It also requires a frank discussion about shared goals and how the company and organizations will work together to accomplish agreed upon objectives.

What are the essentials for companies and advocacy groups to develop lasting partnerships and successful programs? And what are the pitfalls that should be avoided? The presidents of three leading patient advocacy groups will discuss what works, what doesn’t and what organizations are looking for when working with companies in mounting successful information, education and advocacy programs. Their experiences in the trenches will provide a firsthand look at what is needed for both companies and non-profits to align and to achieve lasting results.  We will also hear the company and agency perspectives on how to work together more effectively and maintain meaningful and enduring partnerships with advocacy groups.

Moderator
Nancy Glick
Senior Vice President and Director of Health Affairs
MS&L GROUP

Panelists
Daniel Perry
President and CEO
ALLIANCE FOR AGING RESEARCH

Phyllis Greenberger
President and CEO,
SOCIETY FOR WOMEN'S HEALTH RESEARCH

Lisa Tate
CEO
WOMENHEART

Kerri Murray
Vice President
Marketing & Communications
DIRECT RELIEF INTERNATIONAL

Jennifer Farrington
Director of Social Investing
BD

12:15pm
Luncheon

1:30pm
GENZYME CASE STUDY: PATIENT COMMUNICATIONS DURING A CRISIS
Best Practices and Lessons Learned while Managing through Recent Product Shortages

• Giving patients a voice: Establishing the right relationships and working with advocacy group partners before, during and after a crisis hits
• Demonstrating commitment: Communicating honestly with patients, even when uncertainty remains
• Patients versus Shareholders: Prioritizing audiences and examining how and when patients receive news during legally “material” crisis-related moments
• Lessons learned: Feedback on Genzyme’s crisis communications performance from the patient perspective, and how to restore trust

Speakers
ori Gorski
Associate Director, Corporate Communications
GENZYME

Jamie Manganello
Associate Director, Patient Advocacy
GENZYME

 
2:15
PANEL DISCUSSION: IR AND PR
Bridging the Gap Between Public Relations and Investor Relations for Consistent Messaging that Ensures Loyalty and Trust from Both Customers and Investors

• Demonstrating how consistent information sent out from IR and PR can support the overall image of the company
• Aligning internal messaging
• Considering the advantages and disadvantages of unifying elements from public relations and investor relations
• Dealing with situations when IR and PR do not see eye-to-eye
• Exploring practical strategies for an inclusive approach to financial communication

Moderator
Blaine T. Davis
Vice President, Corporate Affairs
ENDO PHARMACEUTICALS

Panelists
Jeff Macdonald
Director, Corporate Communications
ACORDA THERAPEUTICS

Sean Clements
Associate Director, Corporate Communications
NOVO NORDISK

Jim Lonergan
CEO & President
SYNAPTIC DIGITAL

Gene Mack
Biotechnology Analyst
SOLEIL SECURITIES CORPORATION

3:15pm
Conference Concludes