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| 9:00-9:15am | Welcoming Remarks |
 9:15 - 10:00am |
The Healthcare Impact: The Up-to-the Minute Report Jim Davidson, Chair, Public Policy Group, Polsinelli Shugart PC What’s happening on the Hill moment to moment and what does it mean for DTC? Where’s the healthcare reform legislative right now and what will happen next? Will early predictions and commitments from a stronger Democratic Congress result in real legislative attention on DTC? Legislative Expert Jim Davidson will review what's really happening in Washington and help the DTC industry best prepare for likely outcomes. Learn what will change in the healthcare landscape and what you can do in response. |
 10:00 -10:30 |
Ted Smith, EVP, Patient Engagement, Health Central and former Obama Campaign Advisor |
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10:30 - 11:15 |
Networking Break |
 11:15 - 11:45 |
Health Care Reform and Pharma: What's Changing and What Won't? Michael McCaughan, Senior Editor, The RPM Report A look at the key elements of the healthcare reform debate for pharmaceutical marketing. What legislative changes are coming? What regulatory and policy reactions will follow? And how will it affect the biopharma sector? Michael McCaughan, a senior editor of The RPM Report, will provide analysis and interpretation of the various healthcare reform proposals that are under discussion in Washington. He brings a unique point of view that comes from closely following the regulatory and policy developments affecting the pharmaceutical industry over the past two decades. Earlier in his career, he spent 15 years on the staff of "The Pink Sheet," including 10 years as Editor-In-Chief. |
  11:45 - 12:15 |
Engaging in Health in an Era of Reform: Insights from Edelman's Inaugural Health Engagement Barometer and 10th Trust Barometer Tish Van Dyke, General Manager, Health, Edelman Washington, D.C. Gary Karr, EVP, Health, Edelman The successful Obama campaign in 2008 engaged voters like none previous. And now his administration's top domestic priority is health care reform. The combination of effective political engagement and a focus on health care only raises the stakes for companies in the business of health, who have to now consider audiences as not just consumers, employees or purchasers, but as stakeholders who must feel a connection to the main enterprise. An effective public engagement program in the era of health care reform is absolutely critical as companies will increasingly find their business and public affairs interests linked. |
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12:15 - 1:00 |
Lunch |
 1:00 - 1:45 |
S. Lawrence Kocot, Deputy Director, The Engelberg Center for Health Care Reform, The Brookings Institution Reforming the healthcare delivery system to improve the quality and value of care is essential to address escalating costs, poor quality, and increasing numbers of uninsured Americans. But how should real reform work? In a recent paper, Kocot and colleagues at the Engelberg Center explain how healthcare reforms should improve access to the right care at the right time in the right setting. Thoughtfully constructed reforms would support greater access to health-improving care — in contrast to the current system, which encourages more tests, procedures, and treatments that are at best unnecessary and at worst harmful. In this presentation, he will discuss the implications for pharma of various reform proposals. |
 1:45 - 2:30 |
"Patient or Caregiver: A Dual Opportunity" Mary Ellen Carroll, Manager, Consumer Insights, CNS and Alzheimer's Franchises, Wyeth Pharmaceuticals Mary Ellen Carroll will address the emerging role of caregiver's within today's society and the opportunities facing pharmaceutical companies. Specifically, the importance of caregivers in supporting the health-challenged continues to grow as the incidence of debilitating and chronic disease states increase. Caregivers represent a dual opportunity ---"gatekeepers" for their patients and loved ones, as well as "patients" themselves. The discussion will highlight the opportunity for pharmaceutical firms to review their brand portfolio and determine where the cross marketing opportunities lie to market to this dual consumer as well as the health care provider. |
 2:30 - 3:15 |
DTCScape: A consumer-oriented framework to improve the chances of DTC success Kris Klein, Director, Client Consulting - Pharma Practice, Nielsen In an increasingly challenging pharmaceutical environment, significant pressure is being put on consumer marketing programs as manufacturers look to streamline costs. This combined with a challenging media environment has made flawless execution critical for DTC success. This discussion will examine historical information that reveals what dimensions have defined successful and failed campaigns. A methodology will then be suggested to demonstrate how these historical predictors can be applied to new campaigns before they ever air. |
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3:15 - 4:00 |
Networking Break |
 4:00 - 4:30 |
No Place For Ostriches Bill Drummy, CEO Heartbeat Digital It's time to take our heads out of the sand. The days of one-way brand communication (i.e. advertising) are over. Engagement, utility and brand evangelism are the secrets to success in the user-controlled world of Facebook and Twitter. See how some major brands have exploited the new digital realities. Digital expert Bill Drummy presents real-world examples showing how Bayer, J&J, Novo Nordisk, and UCB are racing ahead into the digital future. |
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4:30 - 5:15 |
Delving into the Details – A Wrap-Up of Day One with our Expert Panel Moderator : Jim Joseph, Executive Vice President and Managing Director, Saatchi & Saatchi Wellness - Ted Smith, EVP, Patient Engagement, Health Central and former Obama Campaign Advisor - Janet L. "Lucy" Rose, President, Lucy Rose and Associates, LLC - S. Lawrence Kocot, Deputy Director, The Engelberg Center for Health Care Reform, The Brookings Institution In a Q&A style format, the panelists will discuss the key points made by earlier speakers, the direction of DTC advertising, how healthcare reform may impact pharmaceutical marketing going into 2010 and, among other issues, where the hot-button areas of concern will be in Washington. What are the possible changes in the regulatory and legislative environment, and how should marketers prepare for any coming changes? |
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5:30 - 7:30 |
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| Day Two - Thursday, October 15, 2009 | |
  9:00 - 9:45 |
The Effective Use of Social Media in Pharma Ms. Lynn Crowe, Senior Product Manager of Diabetes Marketing, sanofi-aventis Greg Kirsch—V.P. Creative Services, Intouch Solutions The question that's on every Pharma marketer's mind: "How can Pharma effectively use social media?" There are precious few examples of doing it "the right way". Yet since its launch in February 2009, the GoInsulin YouTube channel has been universally applauded by the industry, patients and the media alike. The GoInsulin YouTube channel is one of Pharma's first forays in this powerful emerging media. Hear from the team that built the channel from the ground-up … the original game plan, the unexpected challenges, and the successes to date. |
 9:45 - 10:30 |
Why is Patient Adherence Like Wine? It Improves with Age. Paul Wilson, VP, Analytical Services, Catalina Health Resource This presentation will discuss factors other than basic demographics that can drive successful patient adherence programs. Ensuring patient adherence can play a significant role, in both maintaining pharmaceutical brand market shares and improving public health. Using a case study based on predictive modeling in the hypertension market, gain understanding of the drivers of patient adherence and how those drivers can be used to identify low adherence segments for patient education programs. Mr. Wilson will show how these results apply to other therapeutic areas and make recommendations on the most effective message content for both new and experienced patients. |
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10:30 - 11:15 |
Networking Break |
  11:15 - 11:45 |
The Value Story: From the Elephant in the Room to the Gift that Keeps on Giving |
  11:45 - 12:30 |
Rx Marketing Evolution: Engagement Trumps Interruption Joe Shields, Product Director, Wyeth and Kevin Nalty, Formerly of Merck and J&J, now Principal, Nalts Consulting While many have been waiting for years for a silver bullet to fundamentally and dramatically change the pharmaceutical manufacturers' business model in a single stroke, there have been quieter, subtler transformations underway that have mostly gone unnoticed. Initially set in motion by the Internet and other societal forces, change has been accelerating day by day and year by year. With social media, online video, smartphones and the like, we find ourselves now with few excuses to keep hanging onto the vine that got us where we are. It's time to let go of the past and grab on to the future of healthcare marketing. |
 12:30 - 1:15 |
Engaging With The New Consumer: New Imperatives...New Rules Mary Ann Belliveau, Industry Director, Health, Google Matt McNally, SVP Media, Digitas Health As consumers/patients increasingly go online for personal, professional, information and entertainment purposes, marketers need to factor new rules for web engagement into their thinking. This presentation will outline key tenets and case examples for how to succeed using today's digital tools to gain consumer trust and look ahead at opportunities in mobile and social for new ways to engage with the consumers. |
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1:15 - 2:00 |
Lunch |
 2:00 - 2:45 |
BUILDING THE ON-DEMAND BRAND: The 10 Rules to Digital Marketing Success In An Anytime, Everywhere World Rick Mathieson, Best Selling Author and Marketing Guru In this session, best-selling author Rick Mathieson offers attendees exclusive insights and inspiration from some of today's top marketers and thought leaders. A look at the lessons to be learned from some of the world's most successful digital marketing initiatives – and what they mean to DTC marketers. And a behind-the-scenes look at the 10 essential rules for digital marketing success in an anytime, everywhere world. |
  2:45 - 3:30 |
How Social Marketing Can Become Real for Pharma Marnie Rosenberg, Partner, Group Account Director, Greater Than One Mary Pietrowski Director of Consumer and eMarketing of Hologic Many people and articles perpetuate the myth that pharma companies cannot and do not participate in social media marketing to consumers. While pharma companies may have proceeded more cautiously because of regulatory hurdles, nearly all are in the process of establishing pilot programs, mapping out acceptable regulatory processes, or have already launched innovative marketing initiatives. This presentation would debunk the myth that pharma companies cannot market with social media, explain the importance of why they should participate, map out how they can, show examples of compelling pharma social media marketing, and explore the future opportunities for the industry as it evolves in this area. |
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3:30 - 4:15 |
Panel Discussion with Pharma Marketers and Industry Experts on The Use of Online Video in DTC Marketing Moderator : Raj Amin, CEO, HealthiNation - Mike Derkacz, VP CNS Marketing, Cephalon - Monique Levy, Senior Director of Research, Manhattan Research This panel will include representatives from pharmaceutical companies who have already incorporated video into the consumer experience as well as a research firm and can answer questions about why consumers are interested in the video experience, such as: Why does it make sense to incorporate video into your DTC promotion strategy? How can you effectively manage fair balance How can you effectively manage fair balance and associated risk in video development? What type of video makes sense for the web? How is it the same as/different from TV? What do consumers really want from an online video experience? |
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For a Printable Version of the Agenda Click Here | |
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