An old advertising adage states that "time and a good brief is all that's needed to produce great work." And the best creative briefs are rooted in patient insights, as these glimpses into the motivating emotions that drive patients to action are the foundation that inspires Creatives. In this session, we will explore case studies where insights were identified and turned into creative briefs that led to business-building DTC advertising.

9:45 am
to
10:30 am

10:45 am
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11:15 am

Do 'Good' Clients Get Better Advertising Results? And How to Achieve 'Good' Client Status
Meryl Weinreb, board member of Susan G. Komen for the Cure (Philadelphia)

Meryl Weinreb, a former Top 25 DTC Marketer at AstraZeneca and current board member for the Susan G. Komen for the Cure affiliate in Philadelphia, has worked on several award-winning campaigns for breast cancer awareness and treatment. She will provide insights on "what it takes to be a good client" and how this can lead to successful agency/client collaboration.

Positioning Against Established Competition: How to Create Impactful DTC Advertising for Late-to-Market Brands
Mel Sokotch, author and advertising consultant

Mel Sokotch has worked on many successful DTC accounts during his career. In this presentation, he will provide marketers with insights on how to position late-to-market brands for success against established category leaders, and will draw upon real-life, case-study examples in the statin and depression categories.

Balancing the Principles of Impactful Creative with Labeling, Science & Regulatory
Priya Brooke, Senior Product Manager, Abilify Consumer Marketing, Bristol-Myers Squibb

The purpose of any brand communication is to create or strengthen a bond between the brand and its consumer… resulting in higher brand consideration and ultimately a stronger call to action. Using data collected from DTC Connections, a year-long study of DTC television advertising by Harris Interactive, this one-of-a-kind presentation will:

• Review DTC ads that successfully connected with their audience and those ads that did not
• Examine the factors that contribute to strong brand connections
• Understand differences by conditions
• Review some out-of-industry examples as a broader reference for successful television advertising

Networking break

If you're planning a new DTC campaign, or even freshening an existing effort, find out how you can make the ads more effective with a sizzling media plan that digs down into the anonymous patient-level data and matches it to second-by-second, set-top box viewing data. David Nussbaum of SDI Media Innovations will explain how marketers can use this data to:

• Understand audience healthcare behavior at the Network, Daypart, and Program Level
• Measure true empirical ROI for television campaigns

Nussbaum also will offer examples of how to use this effort to make the print and online media channels more effective.

Moderated by Mark Tosh
Panelists include:

• Brent Rose, Senior Manager, Consumer Marketing, Daiichi Sankyo
• Fariba Zamaniyan, SVP, Sales Pharmaceuticals, TRA Global and formerSVP at Nielsen IAG
• David Grueneberg, Former Director of Advertising Resources, Bristol-Myers Squibb

When: Wednesday, June 23, 2010, beginning at 9 a.m.

Register Now: $995 per pass, group discounts available