Future of Pharma Marketing | Day 1:

Gain insight into today’s sessions so you can get the most out of your conference experience.

Pharma commercial teams are navigating a rapidly evolving environment where digital tools, real-world data, and changing stakeholder expectations are reshaping engagement. Enhance how your sales and marketing functions work together. Take away key steps to:

• Bolster emerging commercial models that integrate sales, marketing, and data.
• Optimize insights to achieve multi-channel engagement with HCPs and patients.
• Excel alignment across commercial teams for faster, more effective decision-making.

Identify your opportunities to link commercial strategy to measurable business impact.

Digital channels, health data, and evolving expectations have already reshaped how consumers, patients, and HCPs engage with pharma. Now AI is changing something more fundamental – how health information is discovered, evaluated and trusted. Increasingly, customer experiences begin with an AI-generated answer before they reach a brand owned or earned channel. This panel explores what this means for engagement, personalization, trust, compliance, and how we measure influence in a digital-first world.

• Reach audiences at all points of discovery, where an AI-generated answer may be the first interaction with a brand or condition.

• Protect accuracy and fair balance while navigating the line between education, information, and promotion.

• Measure influence you can’t see directly, developing new signals for visibility and share of voice across channels

Reaching the right HCP is no longer enough. Identify the audiences that matter most, engage them at the moments when treatment decisions are made, and get rapid performance insights to continuously improve what’s working. Move from a broad audience targeting more precise, actionable HCP engagement. Make smarter targeting decisions, improve media efficiency, and optimize campaigns while they are still in the market with an integrated Identify–Act–Measure approach. Take away specific insights to:

• Identify higher-value HCP audiences by connecting provider intelligence, patient needs and treatment patterns to uncover where your therapy can have the greatest impact
• Act with greater precision by reaching priority HCPs in the channels, locations and moments where engagement is most likely to matter
• Optimize media investment by focusing resources on the audiences and tactics generating meaningful engagement
• Measure what matters faster using AI-powered analytics to identify performance signals and opportunities while campaigns are still live
• Turn insights into action by creating a continuous feedback loop between audience intelligence, activation and campaign optimization

Turn HCP data into smarter decisions from identifying the right audience, to activating with precision, to continuously measuring and improving impact.

Healthcare delivery, prescribing patterns, and patient expectations are evolving rapidly across Canada. Your commercial teams must rethink engagement models and operating approaches. Source practical tips to:

• Optimize how commercial models are evolving.
• Excel and align sales, marketing, and medical teams to deliver customer-centric engagement.
• Master how you leverage data, analytics, AI, and real-world insights.
• Reduce organizational barriers and rethink governance to speed up action.

Perfect how commercial operating models and structures must evolve to support new ways of working with AI-enabled.

In today’s complex pharmaceutical landscape, disconnected functions can slow down go-to-market strategies. Harness seamless alignment across your sales, marketing, and operations to drive efficiency. Develop a blueprint to:

• Reduce the root causes of siloes across commercial and operational teams.
• Master a unified strategy across sales, marketing, and supply chain.
• Increase data and technology for cross-functional visibility and decision-making.
• Align around the customer: creating a cohesive HCP and patient journey.

Measure success KPIs that reflect your true cross-functional performance.

Patient expectations and experiences are increasingly shaping treatment decisions and brand perception across Canada. Perfect how you embed the patient voice into your commercial strategy. Take away solutions to:

• Optimize patient perspectives into brand planning and campaign development.
• Align commercial strategy with real patient journeys and unmet needs.
• Bolster and balance compliance with authentic, patient-centred communication.

Transform patient insights into measurable commercial impact.

• Browse through different sponsor booths and test drive new technology.
• Enter your name for a chance to win exciting prizes.
• Take advantage of event-specific offers and special content.

Patient support programs (PSPs) are increasingly critical to improving adherence and outcomes in evolving healthcare environments. Heighten your insights for better adherence and support for patients. Create a blueprint to:

• Achieve and design PSPs that drive adherence and behaviour change.
• Optimize programmes into brand and commercial strategy.
• Amplify patient engagement and HCPs to maximize outcomes.
• Master data and insights to optimize program effectiveness.

Design patient support programs that combine data-driven insights with meaningful engagement to improve adherence, influence behaviour change, and maximize patient outcomes.

Picture this. You know your therapeutic area well. You’ve conducted some market research, talked to physicians, built the assumptions your strategy runs on. But what happens when all of that – real, credible knowledge, still leaves you with questions? This session tells the real story of a Canadian specialty pharma launch that began exactly there: a small team, a tight budget, and genuine on-the-ground knowledge that still left real gaps in understanding the audience and the patient journey. It follows what happened when those gaps were closed. Not with more of the same research, but with a different way of looking, and how the answers that surfaced kept reshaping the team’s understanding well past launch day. We’ll walk through:

• The real, credible knowledge the team already had, a physician field survey and direct conversations with GPs, FMs, and GI specialists, and the gaps that knowledge still left, wide enough for smart people to land in different places on strategy
• What became visible once the team looked directly at real, unprompted patient experience and information – a clearer picture of the patient journey, and a misdiagnosis pattern hiding in plain sight
• Why a second, deeper look months later didn’t close the story but reopened it, confirming that the market you’re marketing to keeps changing the moment you act in it

Knowing your audience isn’t a box to check before launch. It’s a discipline that keeps paying off, especially when the true patient experience rarely makes it into the original plan.

Across Canada, pharmacists are expanding into prescribing and running clinics, making pharmacies critical access points as physician availability declines. These shifts require your commercial teams to evolve engagement models to unlock new opportunities. Take away practical tips to:

• Transform access, initiation, and brand choice as pharmacists take on prescribing roles.
• Master and navigate a multi-stakeholder model balancing physician and pharmacist influence.
• Optimize engagement to drive uptake and adherence at the pharmacy level.
• Adapt pharmacy networks as scalable channels for patient engagement, adherence, and brand growth.

Traditional commercial models are no longer enough to sustain competitive advantage. Transform your operating models, redefine field force effectiveness, and build future-ready capabilities across teams. Walk away with an action plan on:

• Mastering agile and scalable commercial operating models.
• Amplifying field force effectiveness through data and digital enablement.
• Bolstering high-performing, cross-functional teams aligned to customer impact.
• Increasing capability building as a continuous, organization-wide discipline.
• Optimizing AI and advanced analytics to drive smarter commercial decisions.

Build agile, data-driven commercial teams and capabilities that improve field effectiveness, accelerate decision-making, and drive stronger customer impact.

Review the key solutions and takeaways from today’s sessions. Source a summary of action points to implement in your work. Discuss tomorrow’s highlights!