Welcome and Review of the Issues

Networking Break in Exhibit Hall

 

10:45 - 11:30

11:30 - 12:15

 12:15 - 1:15

5 Pharma Digital Marketing Trends & Consumer eHealth Trends Brands Need to Know for 2011
Jennifer Korch, Deputy Director, US eMarketing, Bayer
Monique Levy, Senior Director of Research, Manhattan Research
Consumer behavior around digital media and devices has been rapidly evolving, especially when it comes to health and pharma information-seeking. User-generated content and online video are mainstream and smartphone adoption is beginning to ramp up, prompting brands to reevaluate how they should invest in media channels and optimize their online initiatives. Monique Levy, Senior Director of Research at Manhattan Research, and Jennifer Korch of Bayer, will share key trends that pharma marketers need to know for next year, real life digital DTC examples, and opportunities for 2011 and beyond.

Web Sites of Prescription Drug Brands: A Grey Area of Discourse and Ethics
Lewis Glinert, PhD, Professor of Linguistics and Asian & Middle Eastern Languages & Cultures, Dartmouth College
Professor Glinert, who holds a PhD in linguistics from the University of London and has published several linguistic papers on consumer information, has recently co-authored a study on the language and framing of pharmaceutical brand Web sites. The preliminary results of this study, first presented in June 2010 at the 8th Communication, Medicine and Ethics Conference at Boston University’s School of Public Health, recommended that FDA more closely assess the specific communicative properties of branded drug sites and “bury its assumptions that a Web site functions communicatively like TV or magazine ads.” Professor Glinert will provide more details about the study’s findings and his recommendations for improving these Web site.

Networking Break in Exhibit Area

Understanding the Center for Digital Democracy’s Opposition to Interactive Marketing for Health Care Communication
Jeff Chester, Executive Director, Center for Digital Democracy (CDD)
The CDD is a leading non-government organization that analyzes the impact of digital marketing communications on consumers. Chester’s research and advocacy has played a key role in encouraging FTC and Congress to address the impact of behavioral advertising, and other interactive marketing techniques, on privacy, public health and the economy. CDD earlier this year submitted comments to the FDA imploring the agency to conduct “a much more thorough investigation into the use and impact of digital health marketing techniques.? It is essential that the FDA craft regulations and guidance for Internet-related promotion that reflect a thorough assessment of contemporary marketing practices, especially since interactive communications will become the dominant form for the delivery of health information and advertising to both consumers and health professionals.” Chester will explain the CDD’s position in more detail during this presentation.

Hall of Fame Cocktail Party

How Online Patients are Transforming the Doctor-Patient Dialogue
David Franke, Director, Linguistic Insights & Analytics, Verilogue, Inc.
Brian Loew, CEO, Inspire
Despite the immense amounts of resources invested by healthcare marketers to give patients a voice in the healthcare exchange, the doctor-patient relationship has long been an asymmetric one in which the physician’s clinical agenda trumps the patient’s need to voice and explore his/ her health concerns. To bridge this gap in competing priorities, patients are turning to digital resources such as online health support groups and health media channels to gain clarity of and control over their respective health conditions. More and more, patients are using information gained through digital channels to level the playing field and become active participants in clinical conversations with their HCPs. This presentation will examine conversations among patients in online, disease-specific support groups, and will trace how information exchanged among patients in online environments is carried into live discussions with their physicians.

Today’s Media Landscape, Media Consumption Patterns and Analysis of Old vs. New Media, and Multi-Platform Marketing
Jack Poor, Vice President – Marketing, Television Bureau of Advertising
Steve Lanzano, President, Television Bureau of Advertising
Old and new media each have a critical role in cutting edge media plans and marketers need to understand the facts of media consumption patterns and their impact on today’s world. Attendees will benefit from this presentation by leaving with a better understanding of media planning in today’s media landscape.

How to Leverage Digital and Social to Create Major Offline Impact
Maggie Borger, Product Director, Vivitrol Marketing, Alkermes
Andrew Levitt, Founder & CEO of HealthTalker
The halo around social media and digital is quite strong, and many brands are seeking answers for how best to integrate the right techniques into their marketing plans. Maggie Borger, a seasoned brand director and Andrew Levitt, industry expert, discuss their shared experience launching a new campaign.
Learn how they worked through various sets of resistance, but persisted until they succeeded. See how they used digital assets and social channels to engage the people who mattered most – and how they expanded the reach and scope of the core message. Gain from their case study presentation, with program metrics, unique insights and clear advice for what you can do to make a difference for your brand.

10:30 - 11:15

Networking Break in Exhibit Hall

Pharma Digital IQ Index: Ranking the Digital Competence of Pharmaceutical Brands
Scott Hagedorn, CEO, PHD Media
Scott Galloway, Associate Professor and Founder of L2 Think Tank, NYU Stern School of Business
As digital accelerates in new directions, digital aptitude will be a defining competence separating market leaders from also-rans. While some companies are innovating online, the industry as a whole disappoints, as most brands offer obsolete technology, anemic site content, lack of search optimization, and scant social media programs. Key to managing and developing aptitude is an actionable metric. This study quantifies the U.S. digital competence of 51 pharmaceutical brands across eight disease states, and ranks them by their Digital IQ, diagnosing a brand’s digital strengths and weaknesses relative to its peers, and offering prescriptives for greater return on digital investment.

Social Media – An Integrated Part of the Marketing Mix
Lisa Flaiz, VP, Marketing & Development, imc2 health & wellness
Melissa Bojorquez, eChannel Marketing, Boehringer Ingelheim Pharmaceuticals Inc.
Is social media a tactic or a strategy? A channel or a touchpoint? Melissa Bojorquez, Boehringer Ingelheim, and Lisa Flaiz, imc2 health & wellness, will take the position that Social Media represents a significant paradigm shift for pharmaceutical marketing. They will demonstrate how it can help you shift the value proposition of pharma to consumers – by enabling the building of sustainable relationships built on trust and transactions. Melissa and Lisa will take you through a planning framework for integrating social media into your overall marketing plans, and measuring success against an emerging set of metrics that ladder back to marketing objectives and overall operational plans.

Lunch

What Are the Drivers and Unmet Needs of Diabetics Online? Interpreting Consumer-Generated Conversations in Social Media
Celeste Ayala, BS, Research Manager, The Nielsen Company, Online Division
Meli Wells, MBA, Research Manager, The Nielsen Company, Online Division
With the continued growth of social media, more and more patients are going online to message boards, blogs, groups and micro blogs to discuss diabetes. These patients are not only seeking emotional support, but are turning to peers to better understand the disease, seeking out lifestyle tips and exchanging information about branded treatments. This presentation hopes to shed light on where these conversations are taking place, what topics are most important in the discussion and how the varying themes relate to each other. Additionally, this data will lend insight into what are the unmet needs of diabetics and potential ways that the healthcare industry can meet these needs.

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