Agenda - Day 2

There are no agenda items with this track

7:30 am

7:30 am

Registration and Breakfast

8:15 am

8:30 am

8:30 am

KEYNOTE: BMS

Assess the importance of data and analytics, data science and modelling in the pharma world to revamp marketing operations

Data analytics in marketing focuses on processing and performing statistical analysis on existing digital data sets. Establish how analysts concentrate on creating methods to capture, process, and organize data to uncover actionable insights for current problems and faster decision making. Create a roadmap to:

  • How to produce results that can lead to immediate improvements
  • How data analytics can help marketers improve their day to day job operations requirements and overall organizational skills
  • Establish the best way to present this data to predict customer behaviours and market trends

Revamp your marketing operations through efficient use of data and analytics, data science and modelling

9:00 am

9:00 am

Industry Expert: Trend MD

Digital Engagement: Optimizing Marketing Channels to Achieve Maximum Reach

The internet has been changing potential customers’ reading habits across all industries for the last 15 years. Learn how to take advantage of the latest direct-to-audience technology by investing in native advertising and marketing. We’ll explain how:
• Native marketing and content strategies work and can be scaled
• A “surround sound” approach to pharma marketing can expand your pharmaceutical footprint
• Previously unreachable researchers, physicians, and academics can be driven to your content
• EHS, TrendMD, and other native tools can significantly increase your company’s reach
Come and learn how to replace passive Google advertising with bold and direct marketing.

9:30 am

9:30 am

CASE STUDY:

Receive better insights from effective engagement from physicians and hone your marketing target tactics

This session explains how to modify your messaging to ensure full engagement with physicians. Transform your actions to meet their needs. Adapt best practices to:

  • Discover new and innovative trends in delivering care to patients’ home
  • Demonstrate how a small house call business is rapidly growing by learning how to engage with a changing physician work force
  • Identify opportunities for pharmaceutical companies to virtually engage with physicians who are spending less and less type in a typical clinic or office environment

Hone your messaging to ensure full engagement with physicians

10:15 am

10:15 am

Morning Break

10:45 am

10:45 am

How to create a successful digital campaign and measurement strategies

This session will cover the advanced application of digital marketing as a platform to design and analyze customer behavior, and journey models. The exercise will include best practices for appropriate use of emails, SMS, social media, video, websites, landing pages and webinars to generate meaningful patient & HCP engagement. Furthermore, how to model data and analytics to establish HCPs decision stages. Establish best practices to:
 
•          Ensure we are in line with the digital expectations of consumers, patients and HCPs (Health Care Practitioners) to achieve meaningful outcomes
•          Build a digital marketing strategy to increase SoV – ex. email strategies (building content & distribution strategies), SMS strategies, Digital tools and calculators (engagement strategies) or any remote strategies – best time to send, how to best structure an email/SMS so it’s open & read, how to use personalization
•          Establish best practices for developing KPIs, measuring and optimizing, and how to structure data into customer journey segments
•          Examine performance measurement: how to set KPIs, target numbers and benchmarks; what does one measure? What do you need to measure when you start from zero and have no historical data? What performance to measure?
Establish best practices for developing KPIs, measuring and optimizing, and how to structure data into customer journey segments

11:15 am

11:15 am

CASE STUDY: DIGITAL AGENCIES

Establish which core digital capabilities are needed for Canadian pharma to transform vs. shiny new pennies and more advanced technologies

This session will offer an understanding of Agile marketing and winning digital team structure. Establish how Agile marketing method enables and streamlines end to end, eHCP digital decision-making journey. Achieve a step-by-step action plan to:

  • Formulate the essential tools, technology, and capabilities required to achieve agile customer-centric digital marketing engine
  • Optimize time and budget to streamline end to end and the eHCP digital decision-making journey
  • Establish precise measurement and accountability
  • Design Customer decision journey based on behaviour and data

Establish which core digital capabilities are needed for Canadian pharma to transform

12:00 pm

12:00 pm

Case Study:

Pharma & The Social Media Landscape – How to position your organization for maximum success

Social media has changed the way people interact and receive information – HCPs and patients, alike, turn to social media as both publishers and consumers of content. Engage in conversations across every therapeutic area to proactively be part of that conversation. Source practical tips to:
·      Become the trusted authoritative voice that can reach out, engage, inform, and mobilize target audiences
·      Even in a highly regulated environment, coupled with the need to monitor for adverse events, you can still leverage the social media landscape to achieve your marketing communication goals
·      Through an understanding of how platforms such as Facebook, Twitter, Instagram, and LinkedIn work within the pharma landscape, you can position your organization and brands for maximum success.
·      How to maximize the opportunities as per ASC in social media advertising
Position your organization for maximum success in the social media landscape

12:15 pm

12:15 pm

Networking Lunch

1:30 pm

1:30 pm

Vendor Showreel

2:00 pm

2:00 pm

Case Study

Engaging HCP’s in creating learning programs to complement marketing strategies

With the changing landscape of the healthcare industry, access to HCPs and other stakeholders is becoming more and more difficult. Examine how to create different platforms to engage and reach HCPs and stakeholders to facilitate learning, transfer or knowledge, skills and more importantly to get expose and have a balanced review of the clinical value of each brand. Master the success factors to:
·       Establish the role of Key Opinion Leaders in order to engage them in the development of learning/educational programs – KOL Engagement Strategy
·       Analyze current trends and different types of learning/educational programs in order drive HCPs engagement and active participation and establish what’s in it for them
·       Devise different metrics to evaluate impact and value of learning programs/educational programs
Analyze current trends and types of educational programs in order drive HCPs’ engagement and active participation

2:30 pm

2:30 pm

Afternoon Break

3:00 pm

3:00 pm

CASE STUDY

Analyze the role of a Pharma marketer to further your career path and core competencies

Being a pharma marketer in Canada in 2019 vs 2009, a lot has changed. Establish how the role profile and core competencies has evolved to hone on all the core skills. Develop a blue print to:

  • Analyze how we recruit has changed and highlight the improvements
  • Exhibit the career path to get into marketing and define the changes to streamline the path
  • Establish how the external environment has evolved to facilitate the new role

Hone your core competencies to evolve on all the key skills

3:30 pm

3:30 pm

CASE STUDY

Bolster your Direct-To-Patient marketing to advance your brand

Patients today are more informed than ever before about their health and treatment choices through online communities and social media platforms. While the majority has turned to Dr Google for health information; patients are increasingly turning to social media platforms to connect with others for support and exchange information and experiences related to their conditions. This has given rise to the phenomenon of patient Key Online Influences – individuals who are actively shaping the conversation around your brands with their community. Walk away with an action plan to:

  • Analyze the changing expectations that patients have on pharmaceutical companies while advancing your brand(s)
  • Develop effective DTP strategies to improve patient engagement
  • Examine how to have effective DTP communications while adhering to Canadian regulations

Develop effective DTP strategies to improve patient engagement

4:00 pm

4:00 pm

Conference Adjourns

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