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Medical Device Marketing – Unique Challenges and Potential
Pre-Conference Workshop – Open to Gold Pass Attendees Only
For the first time, the DTC National Conference is offering DTC marketers in the Medical Device field an opportunity to benefit from DTC National content geared specifically toward the unique challenges of advertising medical devices, surgical procedures and implantations to patients and caregivers. We invite you to attend this special session to discuss the latest issues and solutions.

 DTC National Conference Main Agenda - Day 1, Wednesday, April 7, 2010

1:00 pm
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1:15 pm

Opening Remarks
This important opening segment will provide perspective and background for the Conference presentations.

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2:00 pm

The State of DTC on Capitol Hill
Jim Davidson, Chair, Public Policy Group, Polsinelli Shughart PC
How will the current status of Healthcare Reform impact DTC marketing and the pharmaceutical industry overall? Will a resolution on Healthcare Reform mean Congress does not pursue new tougher legislation 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 may still change in the healthcare landscape and what you can do in response.

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Healthcare and Politics Panel: The Outlook for Reform's Impact on 2010 Elections
Michael McCaughan, Editor, The RPM Report: Regulation, Policy, Market Access
Panelists include: Governor Howard Dean; Jim Davidson, Chair, Public Policy Group at the Washington law firm Polsinelli Shughart PC
As America heads for a critical mid-term election in November 2010, what impact will the healthcare reform legislation have on the makeup of the House and Senate? We'll look ahead with a roundtable discussion among our expert panel, touching on topics including the Obama Administration, how policy changes might impact the pharmaceutical industry, and why is pharmaceutical marketing under fire on Capitol Hill.

3:30 pm
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Networking Break featuring an opportunity to meet Howard Dean

4:15 pm
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4:45 pm

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5:30 pm

5:30 pm
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7:30 pm

Welcome Cocktail Reception in Exhibit Hall

 DTC National Conference Day 2 - Thursday, April 8, 2010

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9:00 am

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The New Healthcare Landscape
Chris Schroeder, CEO, HealthCentral
James Burroughs, Associate Professor of Commerce, University of Virginia
Consumers are taking charge of their healthcare like never before. They are doing more research on treatment options before visiting their doctor, they are more closely monitoring their doctor’s recommendations and they are consulting with friends and family to validate their decisions and to conduct further research. To discover more about the way consumers feel about their role in treatment, what healthcare options they value and how much control and choice they wish to have, DTC Perspectives has teamed with HealthCentral and a leading research company to survey a range of consumers about these issues and how they feel about healthcare, patient education and the role of the pharmaceutical company / Rx and OTC brands in their treatment. Findings from this research project will be disseminated for the first time at the DTC National 2010.

 9:30 am
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10:00 am

Tim Gamble, Global Market Analytics, Pfizer Inc.
Mike Mabey, Account Executive, CMI Research
Understanding the impact of marketing influencers on consumer and b-to-b decision-making in a complex purchasing environment is challenging. This session will show how Decision Pathway Modeling (DPM) helps understand the linkage among marketing investments, customer actions and purchasing decisions. It also will demonstrate  the use of DPM to understand the impact of various DTC activities, market drivers and prioritization of resources; how firms can link consumer behaviors throughout the decision pathway to downstream metrics that are indicators of performance. In addition, the use of SEM to model decision pathways in the consumer environments will be discussed.

10:00 am
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10:45 am

Networking Break

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11:30 am

A Six Sigma Approach to Adapting to the Recent Changes in the DTC Regulatory Environment
Amy Cowan, Head of Industry, Google
Sam Trujillo, Director of Consumer Marketing, Bayer HealthCare Pharmaceuticals
DTC marketing has always been difficult to understand for many in the corporate, government and private sectors. However, DTC marketing has flourished as a channel to communicate valuable information to consumers and as a vital part of the marketing mix. For DTC marketers, the business environment is quite a different today than it was two years ago. This presentation will examine the issuance of 14 warning letters in 2008 for the improper use of search ads. Presenters will review the process used for developing the first industry search ad to be approved for a black box product in this environment, offering a Six Sigma approach to moving forward in this environment.

11:30 am
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Pharmaceutical Case Study – Insights From the Innovative ADHD Campaign
Tom Curatolo, Product Director, Vyvanse Marketing, Shire U.S., Inc.
Tom Curatolo will provide insights and learning based on his efforts on the ADHD team at Shire. His recent DTC campaigns include a Public Service Announcement (PSA), a mobile adult ADHD self-screening initiative called the RoADHD TRIP, and a HealthTalker program that is designed to tap into the power of an advocate’s social network. All of these initiatives were designed to raise awareness of ADHD among the estimated 10 million adults in the U.S. believed to have the disorder. Prior to joining Shire, Curatolo worked in various sales, sales management and marketing positions of increasing responsibility at Johnson & Johnson.

12:15 pm
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Networking Luncheon

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The “State of the State” of Pharmaceutical/Health-Care Advertising: Deployment of Experiential Marketing Methodology
Erik Hauser, VP, Executive Creative Director, EURO RSCG and founder of The Experiential Marketing Forum
Consumers and brands live in a world where the marketing landscape is so rapidly evolving that this can only be viewed as a liminal period in advertising’s history. With new technologies and methodologies emerging daily, now more than ever, it is imperative for healthcare marketers to keep abreast of the new media landscape. It’s also critical for brands in the pharmaceutical/healthcare space to create positive brand experiences where and when their audiences will be most receptive to them - this requires a deep understanding of experiential marketing methodologies.

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The Video Consumer in 2010: How to Keep in Step With Consumers' Media Preferences
Mike Bloxham, Director of Insight & Research, Ball State University
Mike Bloxham is the director of insight and research at Ball State University’s Center for Media Design, a research and development facility engaged in multidisciplinary, digital media research and content development projects that explore how digital technology will touch the way we live, learn, work and play. In his role as director, Bloxham led a pioneering study last year, the Video Consumer Mapping study, that dispelled several common notions about video media use by various age groups. In this presentation, he will update and expand upon this study’s findings and provide insights to pharma marketers on consumer use of media.

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Networking Break

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DTC National Television and Print Advertising Awards Screening
Attendees will participate in selecting the Gold, Silver and Bronze winners of the DTC National Advertising Awards for TV and Print categories through an interactive voting system.

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Optimizing the Performance and Efficiency of your Cross Platform Media Plan
Howard Shimmel, SVP, Nielsen Product Leadership 
Fariba Zamaniyan, SVP, Nielsen IAG
For DTC marketers, the year’s hot topics undoubtedly will include healthcare industry regulation and the recovery from the recession. Nielsen will provide insights that will help to frame how these challenges can be turned into opportunities for DTC marketers. We will provide category perspective on the advertising spending trends and patterns, reveal how DTC marketers can gain better insight into the media consumption habits of specific brand users and ailment suffers on TV viewership, online streaming and cross platform usage and engagement that will allow for more precise and efficient targeting and share actionable media planning/ buying learning that other intensely regulated industries, like the Bev/Alcohol category, have implemented.

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4:45 pm

 4:45 pm
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5:30 pm

5:30 pm
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7:30 pm

Networking Cocktail Reception

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9:00 pm

DTC Advertising Awards Dinner
The DTC National Advertising Awards are designed to honor excellence in DTC creative based on independent judging of the campaign creative. Each campaign is judged against campaigns run within the same medium (TV, print, online etc.) The Advertising Awards Dinner is an exciting industry event, sponsored by HealthGrades. Gold, Silver and Bronze Winners are announced live and awards are presented to brand and agency team members.

DTC National Conference Day 3 - Friday, April 9, 2010

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10 Great Money-Saving Lessons from the Great Recession
Mel Sokotch, author & consultant
As Rahm Emanuel said, “Never let a crisis go to waste.” Accordingly, the great recession has caused many in our business to re-think how we spend our marketing dollars. Happily, important and efficient lessons learned have been at every step of the way. I’ll walk through the process, from positioning to strategy to creative to campaign integration to media buying and point up--and illustrate with real-world examples—10 common sense lessons that saved money and worked well, if not better.

9:15 am
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10:00 am

Pioneering Patient-Centric Marketing Integrating Digital POC Platforms
Paul Stevenson, Senior Product Manager at Novo Nordisk
Rishi Shah, CEO/Founder of ContextMedia/Diabetes Health Network
Creating a patient-centric marketing plan begins with helping patients when and where they're ready to learn. Point-of-care (POC) is a great place to start. In-office digital platforms are often talked about as targeted, high ROI marketing vehicles of the future but where do they fit into your plan? In this presentation, Paul Stevenson of Novo Nordisk and Rishi Shah of ContextMedia will survey the new landscape of this important channel by covering the evolution of POC opportunities as well as how to measure results and effectively engage patients at their doctor’s office.

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Networking Break

10:30 am
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11:00

11:00 am
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FDA / DDMAC Regulatory Update
Jean-Ah Kang, Special Assistant, Director's Office, DDMAC
Robert Dean, Group Leader, DTC Review Group I, DDMAC
Amie O'Donoghue, Research Team, DDMAC
Followed by open Q&A session

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5 Issues in 30 Minutes
Top 25 DTC Marketers Panel - Individual Panelists
Edward Banfe, sanofi-aventis U.S. Plavix Marketing
Lars Merk, Product Director, McNeil Pediatrics, Ortho-McNeil Janssen Pharmaceuticals, Inc.
Members of the Top 25 DTC Marketers share their views on the crucial issues facing DTC Marketers, and their key conference learning.

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*The DTC National Conference Agenda may change as we strive to ensure the best possible content is provided to our attendees.  Please visit the website periodically to check for updates.

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