Day 1: Feb 9, 2021
POWER PANEL DISCUSSION
How to deal with globalization or regionalization of the marketing function as a Canadian affiliate to achieve alignment
Over the last few years, Pharma Companies have pulled marketing resources from their affiliate countries (like Canada). This will create Global and/or Regional Marketing Teams who deliver marketing tools/programs to the affiliates. Take away specific solutions to:
- Achieve economies of scale
- Improve economies of scale
- Transform alignment of marketing strategies globally
Transform alignment of marketing strategies globally and improve economies of scale
BIRDS OF A FEATHER ROUNDTABLES
Bring your questions, leave with your answers!
5 roundtables – The methodology seeks to foster an environment that is good for conversations to develop. The approach gets authentic conversations started in order to encourage the sharing of ideas in a relaxed, informal and creative atmosphere. Each roundtable will have 10-20 attendees. The discussion will last for approximately 30 minutes. At the end of the discussion the facilitator will be asked on to the stage to share with the whole audience the 3 key takeaways from their roundtable.
Choose one option:
Roundtable 1: Inspect the patient’s perspective to enhance your marketing strategies
Hearing patients’ experiences helped marketers better understand who they were marketing to. Achieve greater insight into a patient with have Lupus, inflammatory arthritis and osteonecrosis (bone death) to personalize your marketing techniques. Source practical tips to:
- Examine why patients don’t trust big Pharma and how to begin to bridge that gap
- Gain a better understanding and appreciating the patient life to achieve greater insight
- Analyze what ‘makes a patient tick’ to establish how and why we act and feel as we do
Prove to your consumers, patients and HCPs that you’re doing what’s best for them.
Sarah Clark, Director, Delta Eight Pharmaceuticals Canada
Roundtable 2: Review the changing role of Medical Affairs and establish a clear competitive advantage
Medical affairs departments designed for the 20th century will be eclipsed by the coming era of Big Data medicine. As digital technologies transform drug development and marketing, companies that reinvent medical affairs can build competitive advantage in a rapidly changing pharma landscape. Leadership teams eager to rethink the role of medical affairs can begin by adding the following key questions to their next strategy meeting agenda:
- Build a clear engagement strategy for medical affairs for each important stakeholder group – continually monitoring and improving them to build the right capabilities
- Ensure you are leveraging the full potential of your medical affairs team across all stages of drug development and life cycle management
- Review your Big Data and real-world evidence strategies for your key products to ensure they are they fully integrated with the overall brand strategy?
- Achieve the right capabilities for your medical affairs team for the new era of Big Data medicine and build plans to develop them
Build a clear engagement strategy for medical affairs to build the right capabilities
Andrew Liuni, Therapeutic Area Director, Cardiometabolic, Boehringer Ingelheim Canada
Roundtable 3: Illustrate the global role of market access for new product launch and exhibit serious competitive advantages
Drug prices have been a challenge within the past year, and a cause of significant debate among payers and policymakers. With an increase in spending on prescription medicines still rising, patients are looking for alternative ways to cut down on high out-of-pocket costs. Technology has helped move this trend in the right direction and with the surge of telemedicine options like Hims and Hers, patients are taking power over the current administrations paying constraints. But, with that power comes responsibility, and it is up to us as healthcare professionals to provide patients with the right tools and knowledge to make educated decisions and directly integrate with the patient journey through experiences such as SMS/MMS. Master the success factors to:
- Establish how to determine what type of market access capabilities suit your treatment best.
- Deep dive: Finding the right telemedicine vendor and assess ROI
- Deep dive: SMS/MMS capabilities and how it is expected within the patient journey.
Establish what type of market access capabilities suit your treatment best
Michael Ruta, Digital Capabilities Lead, AMAG Pharmaceuticals US
Roundtable 4: Adapt best practices for Digital Transformation
A discussion on the trends in marketing. Establish how Pharma is starting to adopt facets of marketing innovation from other industries via large scale digital transformations. Adapt best practices to:
- Discuss digital transformation within Pharma to benchmark your company against
- Design teams in the tech space for success
- Highlight case studies to illustrate best practices
Discuss digital transformation within Pharma to benchmark your company against
Martin Husar, Director, Digital Transformation, Allergan Canada
Roundtable 5: 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
Bryan Cohen, Innovation Fellow, Digital Platform Lead (Promotional Operations), Pfizer, US
Each facilitator will share 3 key outcomes following their roundtable discussion
Day 2: Feb 10, 2021