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Fierce Pharma Marketing Forum (EXL)

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Crowne Plaza Times Square Manhattan

1605 Broadway

Between 48th and 49th Streets

New York, NY 10019

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Fierce Pharma Marketing Forum

Join us to attend the inaugural FiercePharmaMarketing Forum, taking place March 6-7, 2018 in New York City. This newly developed program will feature a holistic approach to pharmaceutical marketing — integrating the traditional with the future of pharmaceutical marketing.

With the expertise of the FiercePharmaMarketing editors, this event is looking to cover a broad spectrum of marketing techniques used by pharmaceutical companies. The program has been curated to showcase how to make big idea topics, such as virtual reality, AI and patient engagement, actionable. Through the use of case studies, the speakers will share their experiences implementing different marketing techniques, which will include digital, branded and unbranded DTC, social media platforms and more.

Top Five Reasons to Attend

1.Identify the secrets to a successful drug launch

2.Determine how artificial intelligence can be best used for big opportunities

3.Discuss drug pricing in the industry and how drug makers can either publicly grapple with or successfully circumvent the political pricing controversy

4.Evaluate how pharmaceutical companies can go beyond regulations to produce creative marketing campaigns

5.Understand real practice insights to building a brand through case studies


Who Attends

*Marketing Director (Head, Global, Regional, Senior)

*Chief Marketing Officer

*Digital Marketing (Head, Global, Director)

*Account Management

*Patient Marketing

*Brand Marketing / Brand Team

*Chief Communications Officer

*Chief Strategy Officer

*Communications and Development

*Market Strategy

*Consumer Engagement

*Commercial Strategy

*Strategic Marketing

*Social Media Strategist

*Content Marketing

*Digital Strategist

*Digital Operations

*Healthcare Operations

*Multichannel Marketer

*Digital Communications

*Payer Marketing

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Agenda
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Day One | Tuesday, March 6, 2018

8:00AM Registration and Continental Breakfast
8:45AM Chairperson's Introduction
SARAH GOLDSMITH, Senior Conference Director, EXL EVENTS
9:00AM Google: Investing in Health, Wellness and Life Sciences
Google’s involvement in healthcare and pharma goes back to its earliest days. Find out out from the company’s head of healthcare how machine learning, Big Data and cloud computing are growing and influencing pharmaceutical marketing. Learn about Google initiatives that are already making an impact.
COZI NAMER, Healthcare Industry Development Lead, GOOGLE
9:45AM Fireside Chat With Stand Up to Cancer President and CEO, Sung Poblete, Ph.D., RN, and Co-Founder Lisa Paulsen
In building the Stand Up To Cancer brand, Poblete and Paulsen, with their colleagues on the SU2C Council of Founders and Advisors, have worked with celebrities and media platforms across the entertainment industry, research institutions, advocacy organizations, donors, and pharma companies such as Bristol-Myers Squibb Company, Merck, and Genentech, a member of the Roche group, to raise funds and awareness. These efforts support Stand Up’s innovative cancer research, bringing new, effective treatments to patients faster. Find out how these collaborations are created and learn how they contribute to the fight against this disease.
SUNG POBLETE, PH.D., RN, President and CEO, STAND UP TO CANCER
LISA PAULSEN, Co-founder, STAND UP TO CANCER

INTERVIEWED BY BETH SNYDER BULIK, Contributing Writer, FIERCEPHARMAMARKETING

10:30AM Networking Refreshment Break
11:00AM Panel Discussion The Rise of Unbranded: Making It Work for You
It’s no secret that disease awareness campaigns face fewer regulatory restrictions and can give pharma marketers and their agencies more creative freedom along with the chance to be more like consumer marketing. However, unbranded also means no mention of the product. Find out from experts how to create arresting unbranded marketing campaigns that deliver results. Listen to some best-case examples from the industry.
MODERATOR:
JOE SHIELDS, Senior Director, Global Strategy and Innovation, ASTRAZENECA PHARMACEUTICALS
PANELISTS:
AIMEE LENAR, Vice President of Gastroenterology Marketing, ALLERGAN
CHAD PARIZMAN, Head of Social Media and Digital Communications, PFIZER INC.
11:45AM Pharma Marketing in 2018 and Beyond
After relying on aggregated website data for 20 years, pharma marketers finally have access to individualized data about the online behavior of opted-in HCPs. The way pharma marketers plan, evaluate, and refine their digital marketing strategies is now vastly different to what it was 3 years ago. New technology makes it possible to identify the HCPs who visit your brand websites, as well as the categories of websites they visit across the digital medical ecosystem. This presentation will highlight real-world examples of what these changes mean for pharma marketing in 2018 and beyond.
DAVID REIM, Chief Product Officer, DMD
12:30PM Networking Luncheon

Day One Tracks | Tuesday, March 6, 2018

Track A: Digital Marketing: The Know-Hows
1:30PM Panel: Moving Away From Traditional Direct Marketing to Doctors
Thanks to time-crunched and wary physicians, opportunities for pharma sales reps are closing, leaving companies looking for new ways to reach doctors. Find out about innovative frameworks that can help pharma marketing teams enhance strategic thinking. Learn new ways to reach doctors and use data to analyze the most effective methods.
BRYAN COHEN, Innovation Fellow, PFIZER
KEVIN GUTHRIE, President, HEALTHLINK DIMENSIONS
LAURENCE SMITH, Global Marketing Executive Director, MERCK

2:15PM Digital Marketing Pilots: Recruiting Life Cycle From Disease Community to Online Clinical Studies
While clinical study recruitment has shifted from traditional to digital in recent years, best practices and most effective tools are still being developed. Hear from the innovative, patient-focused Michael J. Fox Foundation about how to effectively involve disease communities in clinical trials and studies, and understand how patient engagement builds stronger drug development.
KRISTIN DEMAFELIZ, Senior Associate Director, THE MICHAEL J. FOX FOUNDATION FOR PARKINSON’S RESEARCH

3:00PM Panel: Siri, Alexa and the Case for AI: Best Practices for Pharma
Artificial intelligence is expected to have a huge impact on healthcare in the coming year, with digital assistants, voice-enabled services and customized treatment plans becoming commonplace. Find out how pharma can best use tools like Siri and Alexa as beyond-the-pill help for patients and learn about some of the big opportunities for pharma marketers to use artificial intelligence.
MATTHEW BALOGH, Senior Director, Content Engineering, MELINTA THERAPEUTICS
FABRIZIO CARANCI, Director, Channel Innovation, Customer Engagement Capabilities Customer Strategy and Innovation, MERCK
STEPHEN RANJAN, Executive Director – Global Marketing, Customer Solutions & Innovation, MERCK

3:45PM Networking Refreshment Break

4:15PM Alternate Ways to Reach Doctors When the Door Is Closed
Just because healthcare providers may shut the door to an in-person meeting doesn’t mean pharma companies don’t still need to reach them. Join us to discuss how messaging via digital channels— from in-office point-of-care communications for patients to using EHRs as a marketing tool—works best. Find out how marketers can build channels into home offices and what marketing techniques and educational materials are most effective in that environment.
EZRA ERNST, CEO, PHYSICIANS WEEKLY

Track B: Upgrading Traditional Marketing

1:30PM Marketing Off the Beaten Track
TV, print and digital are the price of entry for big drug marketing. But not every campaign has to be a blockbuster and not every medium has to be a costly mainstream vehicle. Where are some of the unexpected places— and the unexpected ways—that pharma companies are marketing their products and their company brands?
YAN FOSSAT, Senior Vice President, KLICK LABS

2:15PM Case Study Regeneron Virtual Reality
Regeneron Pharmaceuticals wanted people to “see” what it was like to have retinal disease, so they worked with their ad agency to create a virtual and augmented reality app called “In My Eyes.”
NATALIE MANCUSO, Senior Product Manager, Marketing, REGENERON

3:00PM Panel: Choosing the Face of Your Brand
When it comes to picking a figure to represent a product, pharma companies have lots of options. How can companies use spokespeople— or, in some cases, spokescharacters—to get it right, and what are the risks of getting it wrong? This panel will explore what does, and what should, go into the decisions around choosing a face for a pharma brand.
MODERATOR:
CARLY HELFAND, Senior Editor, FIERCEPHARMA AND FIERCEPHARMAMARKETING
PANELISTS:
ANGELA HORSTMANN, Consumer Lead for US Vaccines, GLAXOSMITHKLINE
3:45PM Networking Refreshment Break
4:15PM The Evolution of the MSL
More sophisticated specialty drugs require more complicated sales and launch efforts. Enter the medical science liaison, a key pharma employee today playing a bigger and more integrated role in pharma relationships with healthcare professionals. Find out what’s behind the trend, and how to best employ MSLs.
DR. JULIE GREELY, National Director — Health Economics and Outcomes Research, Medical Affairs, ASTELLAS

5:00PM Networking Reception

Day Two Tracks | Wednesday, March 7, 2018

Track A: Working With New Regulations and Guidelines

8:00AM Registration and Continental Breakfast
8:45AM FDA Vs. Free Speech: the First Amendment and Off-Label Promotion
Even if you are right in the assumption that an off-label claim will turn out to be justified, an FDA pursuit can require a heavy expenditure of time and money to prove your case. As courts continue to make their rulings, how should you best proceed?
What do the recent court decisions say?
How has the FDA reacted?
What should your company be doing?
ANTHONY MOLLOY, ESQ., Vice President, Legal and Compliance, Deputy General Counsel, PACIRA PHARMACEUTICALS
9:30AM Talking Cents in Pharma? Addressing the Pricing Backlash
With drug pricing in the news regularly and high-deductible insurance plans exposing consumers to the costs of their meds, dollars and cents have become a very real pitfall—or is it an opportunity? Learn how drug marketers are addressing the cost debate, for instance, by earning goodwill with copay assistance programs and discount cards. Find out other ways drugmakers are working to successfully manage the public, and often political, pricing controversy.
ROBERT ZIRKELBACH, Executive Vice President, PHRMA
10:15AM Networking Break
10:45AM Corporate Image and Branding: The Power of Your Own People
Consumers are looking less to advertising and mainstream media and more to personal recommendations and the internet to make decisions about the care they choose and the companies they trust. Pharma companies often overlook the opportunity to engage employees, customers, and partners who have authentic, powerful stories that have the power to shape opinions. Find practical ideas and case examples of how these influential stakeholders can become some of your most impactful brand ambassadors.
11:30AM It’s All About the Strategy
Pharma marketing presents particular challenges because of its regulated environment, and effective strategies differ from typical consumer marketing plans. Find out how marketers and their agencies plan within those barriers—and push against them (legally, of course) to optimize creative approaches and find fresh approaches to physicians and patients.
CATHERINE LONDON, Executive Vice President, Corporate Communications and Investor Relations, BIOASIS TECHNOLOGIES
12:15PM Networking Luncheon

Track B: Successful Campaigns

8:00AM Registration and Continental Breakfast
8:45AM Case Study Takeda IBD Comics — The Unbeatables
Takeda won kudos for its graphic novel, released in chapters over more than a year, that showed how superheroes battled their IBD. Hear about how this series came about and what results it got.
ELISSA JOHNSEN, Head of Product and Pipeline Communications, TAKEDA
9:30AM Diabetes Marketing: Breaking Through in a Crowded Field
This diabetes marketing industry is one of the most competitive in branded drugs. Learn how companies are creating campaigns that make a strong case for their meds over their rivals. Find out how diabetes giants do it — and what other marketers can learn about building their brand awareness in their own competitive spaces.
10:15AM Networking Break
10:45AM Case Study GSK and Meningitis B: Creating a Mom Connection
GlaxoSmithKline faced the dual challenge of raising awareness of meningitis B while also encouraging parents to ask about its branded Bexsero vaccine for teens and young adults. Using a combination of branded and unbranded work, GSK created continuity across both with themes around moms. This case study will address the challenges in marketing vaccines as well as engaging in creative thinking across branded and unbranded advertising.
ANGELA HORSTMANN, Consumer Lead for US Vaccines, GLAXOSMITHKLINE
11:30AM Engaging Patients in the Pharma Marketing Process
Patient-centric marketing is a hot buzzword, but what does it really mean for pharma companies? Learn about what marketers do to find and cultivate relationships with patients in their disease areas so that they can get feedback on products and messaging to create more informed campaigns.
12:15PM Networking Luncheon

Day Two | Wednesday, March 7, 2018
1:15PM Creativity: Going Beyond Bike Rides and Beach Walks
Pharma may be confined by regulations, but that doesn’t preclude creative and compelling work. Explore pharma creativity thinking that goes beyond TV to innovative holistic campaigns that put patients and care at the center.
2:00PM Panel: Digital Intelligence: Tech Companies Discuss New Tools and Techniques
Pharma digital marketing communications have come a long way, but some companies are still reticent to be first movers when it comes to the latest tools and techniques. Social media and digital experts from big brands in digital tech will discuss and debate the most effective tools pharma should already be using, and reveal the most promising tools on the horizon for building pharma brands online.
MODERATOR:
BETH SNYDER BULIK, Contributing Writer, FIERCEPHARMAMARKETING
PANELISTS:
MICHEL BALLARD, Head, CONDE NAST HEALTH
MATT NESPOLI, Digital Media Director, BUTLER/TILL HEALTH GROUP
DANIELLE SALOWSKI, Industry Manager, Healthcare, FACEBOOK
2:45PM Closing Remarks
3:00PM Forum Concludes

Faculty

Robby Zirkelbach
Executive Vice President

PhRMA


Please contact the event manager Marilyn (marilyn.b.turner(at)nyeventslist.com ) below for:
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Date and Time

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Crowne Plaza Times Square Manhattan

1605 Broadway

Between 48th and 49th Streets

New York, NY 10019

View Map

Refund Policy

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