Event Calendar - OCTOBER 24-27, 2016 LOEWS ...info.exlevents.com › rs › 195-NER-971 › images...

Truly Embedding Digital Across Your Enterprise E A S T

10th

OCTOBER 24-27, 2016 LOEWS PHILADELPHIA HOTEL, PHILADELPHIA, PA

9 Listen to CEOs and senior managers share their perspectives on the evolution of business models and the shift from products to solutions

9 Understand how to commoditize digital health technologies and solutions by establishing the level of innovation required and how to differentiate with offerings, not just on price

9 Integrate specialty medicine with your hub, sales force and wider business model

9 Develop an overarching, global consumer engagement strategy 9 Recognize hypertargeting's role in pharma 9 Expand on and leverage the role of data insights, overcome in-house

capabilities and limitations, and learn how to best store data internally 9 Use marketing mix modeling to determine how to best set up a framework

of governance to measure and act on both leading and lagging indicators relative to brand marketing initiatives

9 Improve the patient journey by delivering better outcomes through innovative digital initiatives with patient co-creation at the heart

9 Utilize digital disruption innovation to unlock hidden value and align digital tool development with your business strategy

C-Level and Senior Management Perspective: Lacking buy-in for initiatives or a true understanding of how senior managers view the industry? Come hear multiple pharmaceutical C-level executives and presidents share their perspectives.

Digital Technologies Day: Oversubscribed once again in 2015, join 250+ attendees for the premier event in digital disruption, new data, analytics technology integration and execution profiling. Harness the power of digital health as an asset for life science organizations of all sizes.

Social/Innovation Day 2016: Now in its third year, attend Social/Innovation Day to learn from pairs of social media platform and life science organization representatives as they explain how partnership building, digital opportunities and business opportunity leveraging CAN take place in the highly regulated world of pharma/med devices.

A Reconstructed Agenda: By providing more high-level plenary sessions in 30-minute increments and dedicated Q&A interview time with our co-chairs, this year's conference contains a higher proportion of case studies, keynote presentations, fireside chats and panels.

Opportunities for Team and Affiliate Divisions: Brand, Marketing, Sales, IT, Customer Excellence, Commercial Operations, Legal, Compliance and MLR departments: Embrace digital transformation and send your entire team across divisions.

WHAT SETS DIGITAL PHARMA EAST APART:

WHAT MAKES US THE LEADING AND LARGEST LIFE SCIENCE eMARKETING EVENT GLOBALLY:

800+ attendees

120+ senior-level life science speakers

55+ keynote presentations, case studies, fireside chats, interviews and panel discussions

Presentations delivered by CEOs and presidents

The ONLY conference where you can attend the Social/Innovation Day and working lunch

Unparalleled dedicated networking opportunities over four days

Unique GLOBAL perspectives from life science experts throughout the U.S., Europe, Asia and MENA

STAY AHEAD OF THE CURVE AT THE LARGEST AND MOST ENGAGING LIFE SCIENCES MARKETING CONFERENCE WORLDWIDE

KEYNOTE SPEAKERS:

Michael Jarjour CEOOTSUKA DIGITAL HEALTH, AN OTSUKA AMERICA COMPANY

Matt Lasmanis CIO and Vice PresidentGLAXOSMITHKLINE

Melissa MackeyAssociate Director of Social Media Strategies,Digital MedicinesNOVARTIS

Pete DannenfelserSocial and Digital Communications LeaderJOHNSON & JOHNSON MEDICAL DEVICES COMPANIES

Shwen Gwee Director, Digital Customer Insights, Digital Health Technologies and Data SciencesBIOGEN

SOCIAL/INNOVATION DAY LEADER:

Maria Goutsou Vice President, Ecosystem EngagementUCB PHARMA

Fred Bennett Executive Director, Multichannel Customer MarketingALLERGAN

John Gallo Executive Director, Customer Strategy and Shared ServicesSUNOVION PHARMACEUTICALS

Joe Shields Senior Director, Global Strategy and Program Management ASTRAZENECA

Bob Allen Director, Social Media Governance and Markets WorldwideBRISTOL-MYERS SQUIBB

David Goren Vice President, Digital HealthASTRAZENECA

Marcello Damiani Senior Vice President and Chief Digital OfficerMODERNA THERAPEUTICS

Elena Alikhachkina Worldwide Head Analytics Technology, Strategic Insights and Data SolutionsJOHNSON & JOHNSON

Amy Honigfeld Director, Enterprise Digital Strategy TeamPFIZER, INC

John Lineen Global Digital Director, Global Commercial Strategies and PlatformsGLAXOSMITHKLINE

Al Altomari President and CEOAGILE THERAPEUTICS

Christina Weir Director, Business Innovation and Digital StrategyBOEHRINGER INGELHEIM

2016 CONFERENCE CHAIRS:

Craig Hashi Client PartnerFACEBOOK

A SNAPSHOT OF OUR LARGEST EXPERT SPEAKING FACULTY YET:

Dr. Mehmet Oz Cardiac Surgeon and HostTHE DR. OZ SHOW

Jeff Arnold Chairman and CEOSHARECARE

TO REGISTER CONTACT MARCIE CRUZ 917-258-5143 OR [email protected] TO REGISTER CONTACT MARCIE CRUZ 917-258-5143 OR [email protected]

MDalert.com

DIGITAL PHARMA EAST SPONSORSDear C ol league,The Digital P harma Team at ExL Events is extremely excited to welcome you to the 10th anniversary of Digital P harma East! Ten years ago, the focus of Digital Pharma East was "accelerating to the next generation of marketing with Web 2.0, consumer-generated content and social media." In year two, we based our agenda on "integrating new media and new marketing with a focus on regulatory issues." Year three saw the introduction of a specific focus on mobile marketing with the addition of Mobile Day, and we began encouraging attendees to explore the benefits of integrated multichannel marketing at the 5th Digital Pharma East.

Digital Pharma East has made incredible progress in the last 10 years, but the industry is still grappling with challenges — some old and some new. Technology bottlenecks, customer-focused strategies and ROI delivery are serious issues, and SEO, CRM, email marketing, social media, MCM and web analytics are important topics that arise on a cyclical basis as technology advancements allow for improved targeting and marketing techniques.

All of this, combined with macro/micro economic and regulatory pressures and a fundamental shift in the way patients manage their health, has led to wide-ranging implications in the evolution of the pharma business model. In the absence of a major technology boom/innovation disruption, it's not so much that a topic or trend expires — it's that the variation in customer demand and economic climate ultimately dictates the prioritization, modification and mindset of pharma toward a particular strategy or tool.

For example, industry has reached a tendency to refer to “multichannel marketing” as the new buzzword for innovation. In reality we have been doing this for years, maybe under different names or even unaware we were doing it. However, it seems the challenge now is not creating a multichannel communication strategy; it is actually linking the activities together to create a user experience that is seamless. Not only do we need to link the activities, we also need to link the users. In the United States you can communicate with HCPs (physicians, pharmacists, nurses, NPs/PAs, etc.) and they can communicate with patients. While many organizations have dedicated DTP/DTC teams and separate professional groups that work on communicating with their respective customers, the communication teams themselves do not interact. This gap must be bridged.

Who is your customer in 2016? In previous years marketers were “all about the HCP.” Physicians continue to be the major advocate in engagement, education and access. Indeed, we are seeing incredible leaps in cutting-edge marketing tools used to reach physicians and caregivers. But the importance of the patient journey/experience is becoming entrenched in marketing teams as a core value offering. As digital health becomes a commoditized product, pharma is evolving from a product-based industry toward one rooted in solutions.

How can pharma professionals ensure digital is part of their company's DNA? It's not just about doing better digital marketing, it's about embedding digital into everything you do across divisions — from the earliest R&D to postmarketing/commercial initiatives. It's about ways in which you can communicate and collaborate across internal teams, and even how you can find and recruit talent to improve your business.

Pharma and medical device companies are increasingly trying to use digital transformation to move toward becoming evolved, customer-centric digital health organizations. The wide range in job titles and divisions that now attend Digital Pharma events is a testament to the spread of digital throughout the entire pharma enterprise.

All of these factors lead us to the ultimate goal of the 10th edition of Digital Pharma East: to truly embed digital into your company's DNA and to understand underlying thought processes, mindset challenges, evaluation, integration and practical execution.

We look forward to discussing this and celebrating our 10th anniversary in style!

All the best,

Warren Drysdale Jayson Mercado Senior Conference Director Head of Digital Events

ExL Pharma ExL Pharma

TO REGISTER CONTACT MARCIE CRUZ 917-258-5143 OR [email protected]

THE ESTEEMED AND STILL-EXPANDING SPEAKER FACULTY FOR 2016:Elena Alikhachkina, Worldwide Head Analytics Technology, Strategic Insights and Data Solutions, JOHNSON & JOHNSONBob Allen, Director, Social Media Governance and Markets Worldwide, BRISTOL-MYERS SQUIBBAl Altomari, President and CEO, AGILE THERAPEUTICSTim Armand, President and Co-Founder, HEALTH UNION, LLCJeff Arnold, Chairman and CEO, SHARECAREJosh Axelrod, Regulatory Counsel, JAZZ PHARMA Mark Bard, Co-Founder, DIGITAL HEALTH COALITIONJasper Beard, Director of Marketing, Digital Lead - North America, VIIV HEALTHCAREJamie Beckland, Vice President, JANRAINFred Bennett, Executive Director, Multichannel Customer Marketing, ALLERGANProdeep Bose, Executive Vice President of Innovation and Product Development, THEBLOCDavide Bottalico, Head Digital, Italy, TAKEDA PHARMACEUTICALSMike Bower, Director of Health and Pharmaceuticals, NEWSCREDVanessa Braganza, Chief of Staff, US Marketing CMO, BOEHRINGER INGELHEIMChristophe Bureau, Vice President, Strategic Innovation, STEVANATO GROUPSekema Byrd, Health and Beauty Category Director, YAHOOBob Cannan, Founder and CEO, EAGLE PRODUCTIVITY SOLUTIONSErica Carestio, Leader, Media Strategy, ASTRAZENECAEd Chase, Business Line Leader – Life Sciences, PEGA SYSTEMSAlex Cheeseman, Head of Global Marketing Solutions, NEWSCREDKimberly Corbitt, CEO, XPRESSErik Dalton, Executive Vice President, HEALTHCASTSMarcello Damiani, Senior Vice President and Chief Digital Officer, MODERNA THERAPEUTICSPete Dannenfelser, Social and Digital Communications Leader, JOHNSON & JOHNSON MEDICAL DEVICES COMPANIESNuvan Dassanaike, Vice President — Lead Global Integrated Marketing, MYLANBrad Davidson, Ph.D., Senior Vice President, Strategic Planning, APTUS HEALTHKerry Davis, Senior Manager Product Marketing – Dermatology, CELGENEMichael Deichmiller, Account Director, BUTLER/TILLJim DeLash, Multichannel Marketing Director, GLAXOSMITHKLINEOzgun Demir, Associate Director, Digital Marketing, US, BAYER HEALTHCAREAshik Desai, Executive Vice President of Business Growth and Analytics, CONTEXT MEDIA:HEALTHBill Drummy, Founder and CEO, HEARTBEAT IDEAS & HEARTBEAT WEST Zoe Dunn, Principal, HALE ADVISORSJoyce Ercolino, Head, Digital Communications, Corporate Affairs and Communications, CSL BEHRINGLisa Flaiz, Group Product Director, Digital Marketing, JANSSEN PHARMACEUTICALS

Justin Freid, Vice President, Search Engine Marketing and Emerging Media, CMI/COMPASBrian Fox, Senior Partner, MCKINSEY & COMPANYShannon Gallagher, Vice President, Analytics Services, CROSSIX SOLUTIONSJohn Gallo, Executive Director, Customer Strategy and Shared Services, SUNOVION PHARMACEUTICALSDan Gandor, U.S. Head Digital Accelerator, TAKEDA PHARMACEUTICALSMichael Gianelli, Director, Health Practice, ACQUIARebecca Gonzalez, Director, Digital Marketing IT Services, ALLERGANDavid Goren, Vice President, Digital Health, ASTRAZENECAMaria Goutsou, Vice President, Ecosystem Engagement, UCB PHARMANate Gross, Co-Founder, DOXIMITYShwen Gwee, Director, Digital Customer Insights, Digital Health Technologies and Data Sciences, BIOGENImran Haque, Head of Digital Strategy, eCommerce, CRM and Omnichannel Marketing, ZOETISPaul Hartigan, CEO, PHARMIWEB SOLUTIONSCraig Hashi, Ph.D., Client Partner, FACEBOOK Davidek Herron, Associate Director Digital Marketing and Operations, TEVA PHARMACEUTICALS Lance Hill, CEO, WITHIN3Amy Honigfeld, Director, Enterprise Digital Strategy Team, PFIZER, INCChris Humphreys, Vice President, Strategic Planning and Innovation, INTOUCH SOLUTIONSPeter Justason, Director, eMarketing, PURDUE PHARMAHans Kaspersetz, Co-Founder and President, ARTERICJoseph Kim, Senior Advisor, Clinical Innovation, ELI LILLYDawn Lacallade, Chief Social Strategist and Pharma Practice Lead, LIVEWORLDMatt Lasmanis, CIO and Vice President, GLAXOSMITHKLINEAlvin Lin, Associate Director, HCP Marketing Lead, GENZYMEJohn Lineen, Global Digital Director, Global Commercial Strategies and Platforms, GLAXOSMITHKLINEMalcolm MacKenzie, Senior Vice President, Strategic Planning and Customer Insights, JUICE PHARMA WORLDWIDEMelissa Mackey, Associate Director of Social Media Strategies, Digital Medicines, NOVARTISAnthony Manson, Chief Digital Officer, MDALERTBreichen Madej, Director of Consumer Marketing, IROKO PHARMACEUTICALSNick Martin, Product Manager and Digital Lead, SANTYL (TM), SMITH & NEPHEWUpasana Marwah, Rutgers Post-Doctoral Fellow, Regulatory Advertising and Promotion and Heath Care Compliance, JOHNSON & JOHNSONPete Mehr, Principal, ZS ASSOCIATESSanjiv Mody, Founder and CEO, PIXACOREMark Montgomery, Commercial Capability Development Director, Global Commercial Excellence, ASTRAZENECASachin Nanavati, Health, FACEBOOKScott Nesbitt, Chief Analytics Officer, PATIENTPOINTRyan Olohan, National Industry Director, Healthcare, GOOGLE

Dr. Mehmet Oz, Cardiac Surgeon and Host, THE DR. OZ SHOWRobert Palmer, Executive Vice President, Managing Director, JUICE PHARMA WORLDWIDETim Pantello, Managing Director, PWCCaroline Pavis, Head of PR, JOHNSON & JOHNSONKris Pearson, Vice President, Account Group Director, PALIOBonnie Perkins, Consumer Marketing, IRONWOOD PHARMACEUTICALSQuang Pham, CEO, ESPERO PHARMACEUTICALSAndrew Ploszay, Head, Global Multichannel Marketing, GLAXOSMITHKLINEAlec Pollak, Vice President, Director of User Experience and Content Marketing, JUICE PHARMA WORLDWIDEGreg Powell, Director of Pharmacovigilance, GLAXOSMITHKLINESai Punjabi, Associate Director, Global Digital Strategy and Products, NOVARTISDave Reim, Chief Product Officer, DMDMeredith Ressi, Vice President, Digital Innovation Solutions, DECISION RESOURCES GROUPDiane Rinaldo, Vice President of Healthcare Solutions, CONVERSANTIlana Robbins, Digital Strategist, Social Media Lead, BIOGENJeff Rohwer, Partner, Strategy, SENTIENTNicole Rojas, Head of Digital Communications and Product Lead, SHIREMichael Rowbotham, Multichannel Marketing Director, PFIZER Linda Ruschau, Chief Client Officer. PATIENT POINTNitesh Saha, Senior Manager, Resource Allocation, PFIZER, INCBuddy Scalera, Senior Director, Content Strategy, THE MEDICINES COMPANYJack Scannelli, Head - Regulatory Advertising and Promotion, NOVARTISDr. Theodore Search, Pharm.D., CEO, SKIPTA Daniel Seewald, Director of Worldwide Innovation, PFIZERKavita Shah, Associate Director, Commercial Regulatory Affairs, EISAIAmanda Sheldon, Director, Digital Marketing and Communications, MEDTRONICKait Sherman, Account Director, MCCANN HUMANCAREJoe Shields, Senior Director, Global Strategy and Program Management, ASTRAZENECA Leslie Silva, Manager, Brand Management – Women’s Health, FERRING PHARMACEUTICALSPeter Stark, General Manager, Multichannel Marketing, IMS HEALTHDan Stone, CEO, ACCENTHEALTHJeff Terkowitz, Director, Product Management, INSPIREJulie Thaler, Director, PFIZER, INC.Christina Weir, Director, Business Innovation and Digital Strategy, BOEHRINGER INGELHEIMAlison Woo, Director, Social Media, Marketing Communications, BRISTOL-MYERS SQUIBBDr. Jian Yang, M.D., Director of IT, ELI LILLY Dan Zavodnick, Senior Regulatory Counsel, ALLERGANSenior Executive, EPSILON

TO REGISTER CONTACT MARCIE CRUZ 917-258-5143 OR [email protected] 3

Melissa MackeyAssociate Director of Social Media Strategies, Digital Medicines NOVARTIS

Melissa Mackey is a healthcare digital marketing executive with demonstrated success in driving rapid innovation for large healthcare organizations, leading cross-functional teams and being an agent of change in regulated environments. As the leader of the U.S. Digital Medicines’ Social Media Center of Excellence (CoE) at Novartis, she establishes the social media strategy, innovation road map and operational infrastructure for the U.S. Pharma division. Over the past three years, she has been the strategic driver of many first-in-pharma initiatives that have received industry recognition and has helped shift the landscape of pharma social communications. She currently focuses on building pill-plus technological solutions and integrating startups into the marketing mix.

DIGITAL TECHNOLOGIES DAY CHAIR:

Bob Cannan

Founder and CEO EAGLE PRODUCTIVITY SOLUTIONS

Bob Cannan is CEO of Eagle Productivity Solutions, the leading provider of training and business process solutions for the pharmaceutical industry. Eagle has offices in the U.S., the U.K. and Spain, and has delivered effective training in more than 40 countries and 20 languages.

Bob subscribes to Steve Jobs’ philosophy that, "Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them.”

For more than 20 years, Eagle has been helping companies remain “above” systems and structures, evolving with their tools instead of falling subordinate to them. As tools and technology continue to change, Eagle’s high-adoption training keeps companies up to speed, in control and ahead of the competition.

WHO SHOULD ATTEND DIGITAL PHARMA EAST:This conference is ideal for senior-level professionals from the pharmaceutical, biotechnology and medical device industries whose responsibilities include:

Taking ACTIONABLE Content and Education to New Levels:

Marketing Digital Marketing Digital Strategy Integrated Marketing Multichannel Marketing Social Media Mobile Marketing eMarketing

eBusiness Global Marketing Interactive Services Commercial Excellence Commercial Operations/

Capabilities Innovation Patient Solutions

Customer Interaction/ Engagement

Customer Insights Field Force/SFE Brand Management Product Management Strategic Operations PR/Communications

New Media Advertising and Promotions IT Regulatory Affairs Regulatory Advertising Legal Counsel and MLR Compliance

Why Digital Pharma East Continues to Be the World’s Largest and Most Innovation-Inspiring Digital Marketing Event for Life Sciences

Pete DannenfelserSocial and Digital Communications Leader, JOHNSON & JOHNSON MEDICAL DEVICES COMPANIES

Pete Dannenfelser has 20 years of digital healthcare experience. Before taking on his current role he spent five years, as the Director of Marketing, Digital North America for Janssen where he built the Pharmaceutical Digital Center of Excellence. Through his leadership, Janssen has become an industry leader in digital marketing and communications, and was recognized for innovation in social media including pharma firsts on Twitter, YouTube, Tumblr and Pinterest. He started his healthcare career at Ortho-McNeil where he was the associate director of eCommunications in the Global Pharmaceutical Communications Group. Pete then went on to drive global and U.S. interactive marketing and innovation at Novartis before heading up Marketing Communications at Forest Laboratories. He also held leadership roles at two leading digital and CRM agencies. Before getting into healthcare, Pete was a contributing editor for Lucasfilm for their fan relations publications. Pete spends his free time with his wife and young children in New Jersey and plays bass guitar in a local band.

SOCIAL/INNOVATION DAY LEADER:

Shwen Gwee

Director, Digital Customer Insights, Digital Health Technologies and Data Sciences BIOGEN

Shwen has more than a decade of experience in digital strategy, social media and pharmaceutical marketing/communications, both on the client side and at leading agencies, and across consumer and professional verticals.

Shwen is a well-regarded pioneer in digital health and social pharma, and was recently recognized as a “Top 40 Healthcare Transformer” by MM&M (2015). He has held chairing roles at Digital Pharma East since 2009 (including Social Innovation Day in 2014 and 2015)and ALI’s “Social Media and Multi-Channel Marketing for Pharma” since 2013.

He also sits on a number of advisory boards, including Google (Healthcare); South by Southwest (SXSW); Digital Health Coalition; and Medical, Marketing and Media, among others.

Patient Centricity and Digital Interactions: What Is and Is Not Patient Centricity? • Examine patient centricity and digital tools for increasing adherence rates• Recognize how pharma can navigate the patient journey to deliver better outcomes through

innovative digital initiatives with patient co-creation at the heart• Evaluate pharma’s ability to build a business model that can deliver on:

• Putting patients first and thinking like a patient• Empowering the engaged patient• Understanding that patients are at “The Center of What We Do”• Delivering a positive patient experience• Moving beyond the Patient Hub

The Creation of a More Integrated Customer Experience: How Do We Connect Content, Channels and Analytics in HCP Targeting?• Gain customer insights by mapping your customer journey• Identify new areas of content and preferred channels• Deliver customer behavior insights from digital analytics• Adapt your business model to focus on the customer instead of your brand• Move away from a sales rep-centric mentality to engage the physician and integrate the sales

rep as a "channel" to use to reach your audience• Evaluate physician-interfacing tools and strategies• Pull it all together to design a new customer experience

The Power of a Multichannel Strategy that Addresses Modern Customer Needs and Delivers ROI: Are You Ready to Link Your Myriad Activities Together to Create a Seamless User Experience?• Overcome fears associated with deploying new tactics without a precise way to measure their

effectiveness • Learn how to deploy a multichannel strategy using cloud and mobile technologies• Develop a framework that provides an early warning system and delivers timely leading indicators

to quickly adjust tactics while its insights into lagging indicators measure cost-effectiveness and return

• Find a successful recipe for disseminating and maximizing both unbranded and branded messages via multiple digital channels

• Collaborate across functions to define measures at key customer touch points• Discuss the use of predictive analytics• Establish whether rep-driven marketing fits into the puzzle• Debate whether senior management within pharma generally drives multichannel, or whether the

impulse comes more from brand or BU managers — and which approach is the most advantageous• Understand the two types of MCM practitioners: those that use MCM to communicate traditionally,

and those that understand customer behaviors have changed and use MCM to communicate differently

Today’s Innovation Landscape: How Can We Incorporate Innovation Teams Across the Business and Use Innovative Methods to Solve Business Challenges?• Form a connection between “pharma speed” and “digital speed” by leveraging resources

from other sectors• Determine whether pharma organizations can adapt to a more innovative company culture

that will improve operational efficiency and create new tools and offerings• Recognize that pharma organizations can transition from being asset companies to solutions

providers by changing the mentality of product launches:• Explore the definition of a “solution” and decide what you would measure

differently• Examine whether your organization thinks outside its comfort zone• Discuss methods that can be used to build solutions, such as journey mapping,

design thinking and script journeys• Establish how to work and roll out solutions in a cross-functional environment

while balancing speed, relevance, demands and utility• Identify the key KPIs for solutions, and how to bridge KPIs to program returns

MAIN CONFERENCE CO-CHAIRS:

Together with:

Physician Networks ePatients Regulators Digital Agencies Technology Providers


Follow Us@DigitalPharma

#DigPharm

In addition to four days of cutting-edge content, we provide unparalleled networking opportunities that allow you the time and ability to meet other innovators in this industry and form connections that make a difference. To maximize the experience for all involved, we incorporate a series of networking breaks, special events and receptions to maximize peer-to-peer networking.

Meet New Industry Colleagues and Reconnect with Existing Connections at the East Coast's Largest Digital Marketing Event

Monday, October 24 DIGITAL TECHNOLOGIES DAY 8:00 Registration and

Morning Coffee for Digital Technologies Day Participants

10:00 Morning Networking and Refreshment Break

12:30 Networking Lunch

3:30 Afternoon Networking Break

5:00 Digital Technologies Day Networking Cocktail Reception:If you are interested in hosting this cocktail reception, please contact Jayson Mercado at [email protected] or 212-400-6236.

POWER NETWORKING

By Level:■ Directors■ Managers■ VPs/SVPs■ C-Levels■ Other

35%

21%

19%

13%

12%

20%

16%

1%

63%

AUDIENCE BREAKDOWN:

By Industry: ■ Pharma/Biotech/Biopharma/Medical

Device Companies■ Digital/Technology Solutions Providers■ Agencies■ Consultants

Tuesday, October 25 MAIN CONFERENCE DAY ONE 7:30 Registration Opens,

Continental Breakfast and Morning Coffee in the Exhibition Hall


1:00 Networking Strolling Lunch

4:00 Afternoon Networking and Refreshment Break

6:30 Main Conference Day One Networking Cocktail Reception: If you are interested in hosting this cocktail reception, please contact Jayson Mercado at [email protected] or 212-400-6236.

Wednesday, October 26 MAIN CONFERENCE DAY TWO 7:45 Registration Opens,

Continental Breakfast and Morning Coffee in the Exhibition Hall


12:50 Strolling Lunch


Thursday, October 27 SOCIAL/INNOVATION DAY 8:00 Morning Coffee and

Registration for Forum Participants

10:40 Morning Networking Break

1:00 Working Lunch with Startup Pitches

@JaniceJacobs44 — So much useful & interesting info and so many open, smart people.

@deanbrady — Great sessions and speakers at @DigitalPharma East #DigPharm thanks to everyone involved!

@NitaNehru — Great insights & interesting research unveiled at #DigPharm…

@TommyAnnfeldt — Bulls eye, spot on to the point on the challenges we face in the #pharmaindustry


http://www.twitter.com/digitalpharma

https://twitter.com/hashtag/DigPharm?src=hash

DIGITAL TECHNOLOGIES DAY | OCTOBER 24, 20168:00 Registration and Morning Coffee for Digital Technologies Day Participants

8:45 Co-Chair's Opening Remarks EAGLE PRODUCTIVITY SOLUTIONS

9:00 CASE STUDY: Estimating Minimum GRP Requirement for DTC-TV Advertisement to be Effective PFIZER, INC

9:30 Virtual and Augmented Realities: Are They in Your Channel Mix? PIXACORE


10:30 CASE STUDY: Analytics at the Speed of Global Business: Delivering an Analytics Technology Platform JOHNSON & JOHNSON

11:00 MINI WORKSHOP: How to Build and Measure the Success of Your Content Marketing Strategy NEWSCRED

12:00 CASE STUDY: Using Social Media to Raise Awareness of Clinical Research ELI LILLY AND COMPANY

12:30 Networking Lunch for Digital Technologies Day Participants

1:30 CASE STUDY: Multiple Enterprise Integration: A Corporate Perspective on the Combination of Two Organizations (Not Product Brands) SHIRE

2:00 Leveraging Technology for Optimal Stakeholder Engagement WITHIN3

2:30 CASE STUDY: eCommerce, the Sales Force, CRM, Web/Portal Engagement, Marketing Automation and Analytics: Embedding Digital Across Your Enterprise ZOETIS

3:00 In Search Of The Engage-O-Matic: Or, How I Learned To Stop Worrying And Love The Complexity Of Multi-Channel, Multi-Audience, Multi-Message Marketing CMI/COMPAS


4:00 Three Revolutions, One Solution: Delivering Value Through Digital Engagement APTUS HEALTH

4:30 Packaging as a Media Channel: Better Than the Internet to Reach out to Patients STEVANATO GROUP

5:00 CASE STUDY: How to Lead a Digital Transformation in a Fast and Effective Way: The Takeda Italy Case TAKEDA PHARMACEUTICALS

5:30 Digital Technologies Day Networking Cocktail Reception: If you are interested in hosting this cocktail reception, please contact Jayson Mercado at [email protected] or 212-400-6236.

PLENARY SESSIONS | CONFERENCE DAY ONE | OCTOBER 25, 20167:30 Registration Opens, Continental Breakfast and Morning Coffee in the Exhibition Hall

8:30 Co-Chairs' Opening Remarks NOVARTIS, JANSSEN PHARMACEUTICALS

8:50 PHARMA KEYNOTE: Innovation and Risk-Taking in the Pharmaceutical World PFIZER

9:20 C-SUITE KEYNOTE SESSION: Taming the Torrent of Digital Health Data to Make it Actionable. The Role, Power and Accountability of Analytics to Transform the Management and Delivery of Health Care OTSUKA PHARMACEUTICALS AMERICA

9:50 Optimizing the Customer Experience Using Multichannel Suggestions ZS ASSOCIATES


10:50 A Camera, an Airstream and an Open Mind: How a Cross-Country Journey Inspired a Real Healthcare Solution DIGITAL HEALTH COALITION, INTOUCH SOLUTIONS

11:20 C-SUITE KEYNOTE SESSION: The Big Picture: Modernizing The Pharma Business Model @GSK GLAXOSMITHKLINE

11:50 The 5th P of marketing: People THEBLOC

12:20 DIGITAL PHARMA SERIES™ ANNUAL PLENARY PANEL DISCUSSION: Optimizing the Launch of Specialty Medicines ASTRAZENECA, MYLAN, MERCK

1:00 Networking Strolling Lunch in the Exhibition Hall

2:00 Pharma Marketing in 3D: An Inside Look at the McKinsey/Google/Wharton eBook HEARTBEAT IDEAS & HEARTBEAT WEST

2:30 PHARMA KEYNOTE SESSION: Digital Healthcare Disruption and (Its Impact on) Pharma: Shifting the Ownership Model and Evaluating Healthcare as a Service ASTRAZENECA

3:00 The “Holy Shit” Moment of HCP Digital Marketing – Knowing Exactly Who Visits Your Website in Real Time DMD

3:30 How to Effectively Reach Health Consumers on Mobile CONTEXTMEDIA:HEALTH


4:30 PHARMA KEYNOTE SESSION: Utilizing Big Data in Customer Centricity UCB PHARMA

5:00 FIRESIDE CHAT: Patient/Physician/Pharmacist/Payor-Centric: Can You Be All of These at Once?! HALE ADVISORS

5:30 How to Achieve True MCM Impact IMS HEALTH

6:00 PHARMA KEYNOTE SESSION: Can Zero-Based Budgeting For Business Planning Accelerate Your Digital Maturity, BOEHRINGER INGELHEIM

6:30 Main Conference Day One Networking Cocktail Reception Sponsored By:

AGENDA AT A GLANCE


TRACKED SESSIONS | CONFERENCE DAY TWO | OCTOBER 26, 2016 Invitation-Only Breakfast Discussion on "Search Marketing in Condition-Based Content" hosted by:

7:45 Registration Opens, Continental Breakfast and Morning Coffee in the Exhibition Hall

TRACK A Ensuring Seamless HCP Communications and Engagement

TRACK B Achieving Patient Centricity and Assisting the Patient Journey

TRACK C Making MCM Integration and Analytics Seamless

TRACK D Digital Health Innovation and Transformation

8:30 Chair’s Opening RemarksSKIPTA

Chair’s Opening RemarksHEALTH UNION

Chair’s Opening Remarks Chair’s Opening RemarksACQUIA

8:40 CASE STUDY Use of Mobile Apps in Customer Engagement GENZYME

CASE STUDY Brand Reputation: The Power of Social Media BIOGEN

CASE STUDY Accelerating Forward While Looking Back PFIZER, INC

PANEL DISCUSSION Digital Health 3.0 – From Drugs to Healthy Outcomes – Where Can Digital Take Us?

9:10 Skipta Session Outline TBDSKIPTA

Cracking the Code for Social Media in Health HEALTHUNION, LLC, IRONWOOD PHARMACEUTICALS

Disruptive Analytics: How Healthcare Is Capitalizing on the Rise of Programmatic CROSSIX SOLUTIONS

Epsilon Session Outline TBD EPSILON

9:40 CASE STUDY HCP Websites: How Should We Evaluate Them? PFIZER

CASE STUDY Social Media, the FDA and You JAZZ PHARMA

CASE STUDY Embedding Multichannel in a Global Pharma Operating Model to Deliver an Exceptional Customer Experience: GSK’s Journey of Trust and Transparency GLAXOSMITHKLINE

CASE STUDY Meeting of the Minds: Agency & Brand (Right Brain) Meets I.T. (Left Brain) ALLERGAN


10:40 Tying Digital Marketing Efforts to Rx Sales SENTIENT, IROKO PHARMACEUTICALS

Stop Hearing No! Social Media CAN Be in Your Marketing Toolbox with Compliance Best Practices LIVEWORLD

Ensure Regulatory Compliance with a Unified Global Identity JANRAIN

Point of Care: Innovation and Trends JUICE PHARMA WORLDWIDE, CONTEXTMEDIA:HEALTH, XPRESS

11:10 CASE STUDY Building a Digital Platform in Pharma from Scratch — Real-World Experience from a Brand Manager Who Did It SMITH & NEPHEW

BIOTECH KEYNOTE: Evaluating the Digital Landscape for High-Growth Biotech MODERNA THERAPEUTICS

Inspire Innovation by Integrating Analytics into Multichannel Marketing PATIENTPOINT

CASE STUDY Evaluating the Current Disruption in the Financial Model: New Considerations in Business Planning for Pharma JANSSEN PHARMACEUTICALS

11:40 Five Key Physician Insights Pharma Needs to Know HEALTHCASTS

Improving the Digital Patient Journey Through Patient-Centric Social Listening: A Pharmacovigilance Story INSPIRE,GLAXOSMITHKLINE

CASE STUDY Balance: The Art and Science of Multichannel Marketing GLAXOSMITHKLINE

How Clinical is Transforming Clinical Development DECISION RESOURCES GROUP

12:10 CLOSING PANEL DISCUSSION Transformation in the HCP Communication and Engagement World — Tools and Techniques to Deliver a Seamless Process

CLOSING PANEL DISCUSSION Patient Centricity and Digital Interactions — Developing a Patient Support Strategy to Build Value into Your Business

CLOSING PANEL DISCUSSIONThe Art and Science of Multichannel Marketing Innovation that Delivers ROI and Creates a Powerful Customer Experience

CLOSING PANEL DISCUSSION Media + Creative — a Match Made in Healthcare Heaven

12:50 Strolling Lunch in the Exhibition Hall

PLENARY SESSIONS | CONFERENCE DAY TWO | OCTOBER 26, 20162:00 Keynote Session: The Next Quantum Leap in Health Communication DR OZ, SHARECARE

2:30 PHARMA KEYNOTE: Digital Pharma Marketing: 2026 ALLERGAN

3:00 Innovative Patient Engagement Strategies PWC

3:30 Facebook and Digital Health: Identifying the Nexus FACEBOOK, BAYER HEALTHCARE


4:30 PHARMA KEYNOTE: Adopting a Decentralized and Ubiquitous Approach to Digital Marketing: The Focus of a Branded and Unbranded Relationship in Media and Marketing VIIV HEALTHCARE

5:00 PHARMA KEYNOTE: Blurring the Lines Between Personal and Non-Personal Promotion SUNOVION PHARMACEUTICALS

5:30 PHARMA KEYNOTE: The Power of Digital and Social Data to Drive Commercial Strategy ASTRAZENECA

6:00 Closing Remarks from the Co-Chairs and Close of Main Conference

SOCIAL/INNOVATION DAY | OCTOBER 27, 20168:00 Morning Coffee and Registration for Forum Participants

9:00 Opening Comments and Welcome Address from the Chair BIOGEN

9:20 FIRESIDE CHAT SESSIONS

10:40 Morning Networking Break

11:10 FIRESIDE CHAT SESSIONS, CONTINUED

12:20 INNOVATION KEYNOTE SESSION

1:00 Working and Networking Luncheon with 10-Minute "Pitch Presentations" from Startups and Digital Innovators

2:00 Chairperson’s Notes and Forum Day Roundup Evaluation of Lessons Learned

2:15 Close of Social/Innovation Day and Conference


DIGITAL TECHNOLOGIES DAY | OCTOBER 24, 2016

8:00 Registration and Morning Coffee for Digital Technologies Day Participants 8:45 Co-Chair's Opening Remarks

Bob Cannan, Founder and CEO, EAGLE PRODUCTIVITY SOLUTIONS

9:00 CASE STUDY Estimating Minimum GRP Requirement for DTC-TV Advertisement to be Effective

g Low level of DTC-TV advertisement (few weeks or few frequency) may not have any impact on sales

g The impact of DTC on sales is non-linear and follows S-shape response pattern g Brands with high DTC spending with substantial variation on promotional spends over

the years due to seasonality or other market conditions can try to estimate the minimum required GRP by Month/Quarter so that the spends on DTC promotion is economically viable and promotional spend is optimized over the duration of the promotion

Nitesh Saha, Senior Manager, Resource Allocation, PFIZER, INC

9:30 Virtual and Augmented Realities: Are They in Your Channel Mix?

g VR/AR: Technology overview and applications for life sciences g Case study: Oncology conference g Best practices for your first AI/AR initiative g What’s on the horizon?

Sanjiv Mody, Founder and CEO, PIXACORE


10:30 CASE STUDY Analytics at the Speed of Global Business: Delivering an Analytics Technology Platform

Elena Alikhachkina, Worldwide Head Analytics Technology, Strategic Insights and Data Solutions, JOHNSON & JOHNSON

11:00 MINI WORKSHOP How to Build and Measure the Success of Your Content Marketing Strategy

72% of consumers and 67% of HCPs say they've looked online for health information in the past year. In this one-hour workshop, learn how to build your content strategy for value and efficiency, focusing on:

g Strategy: What is the business goal of your content marketing? g Content: What questions do your customers want answered? g Management and measurement: What KPIs will accurately measure against your business

goals? g Resource management: What resources do you need to maximize likelihood of success?

Mike Bower, Director of Health and Pharmaceuticals, NEWSCRED 12:00 CASE STUDY Using Social Media to Raise Awareness of Clinical Research

Learn from firsthand case studies executed by Eli Lilly and Company, centered on using great content and crowdsourced art through social media as a way to engage people and raise awareness of clinical research.

g Explore various interpretations of ROI g Understand how internal communications stakeholders can work together in a nimble and

effective way g Learn how to sequence content development, promotion and engagement strategies

Joseph Kim, Senior Advisor, Clinical Innovation, ELI LILLY

12:30 Networking Lunch for Digital Technologies Day Participants

1:30 CASE STUDY Multiple Enterprise Integration: A Corporate Perspective on the Combination of Two Organizations (Not Product Brands)

Nicole Rojas, Head of Digital Communications and Product Lead, SHIRE

2:00 Leveraging Technology for Optimal Stakeholder Engagement

Barriers such as geographic location, travel-related issues and scheduling have plagued pharmaceutical organizations' ability to engage stakeholders. Whether those stakeholders are internal members of speaker bureaus, MSL committees or medical affairs teams, or are external parties such as KOLs, convening participants to conduct advisory boards, focus groups or ongoing communications has necessitated the development and implementation of new solutions for stakeholder engagement. Technology is creating the environment for possibility thinking — for finding new ways to address challenges. Incorporating tools that allow for peer-to-peer learnings and discussions, seamless resource dissemination, and interaction between all participants in a compliant and trusted environment is essential, and the time to start is here.Lance Hill, CEO, WITHIN3

2:30 CASE STUDY eCommerce, the Sales Force, CRM, Web/Portal Engagement, Marketing Automation and Analytics: Embedding Digital Across Your Enterprise

Imran Haque, Head of Digital Strategy, eCommerce, CRM and Omnichannel Marketing, ZOETIS

3:00 The Final Piece of the Pharma Marketing Puzzle: How Data and Insights from Your Audience Drive Content

Justin Freid, Vice President, Search Engine Marketing and Emerging Media, CMI/COMPAS


4:00 In Search Of The Engage-O-Matic: Or, How I Learned To Stop Worrying And Love The Complexity Of Multi-Channel, Multi-Audience, Multi- Message Marketing

No industry is an island, and today’s pharmaceutical marketers must heed the changes in consumer habits that are driving new business and communications models across everything from services to consumer packaged goods. Where once upon a time a retailer could count on shoppers who were willing to wander through stores, hoping to find the item they were looking for, now shopping experiences like Amazon allow us to find what we want with absolute precision, while learning our preferences and suggesting further purchases. This isn’t selling as much as it is enabling consumers to connect with what they already wanted (and perhaps didn’t know they wanted). For pharma marketers, it’s no longer enough to buy ad space on the right properties, or create the right launch ad for key prescribing audiences; these are necessary, but not sufficient, to connect a brand to the critical audiences needed for success. Today, in healthcare, it’s about developing highly adaptable strategies that include the right mix of channels, target audiences, messages, timing, and cadence to achieve goals at every stage in a brand lifecycle and across an entire portfolio. While not impossible, it is challenging, and requires a new model of communications planning and output that is more flexible than either the “advertising” or “publishing” models that preceded it. Join this session to learn:

g The importance of understanding the nuances of targeting and messaging across different audiences—and leveraging this insight at scale

g Opportunities to support your brand at key points in its lifecycle, from establishing the science to creating connectivity with future writers to engaging highly vocal advocates

g Examples of multichannel engagement strategies that include the right mix of channels, target audiences, messages, timing, and cadence to achieve brand-specific and portfolio-wide wins

g How I ended up buying $300 of camping gear I didn’t even know I wanted Brad Davidson, Ph.D., Senior Vice President, Strategic Planning, APTUS HEALTH 4:30 Packaging as a Media Channel: Better Than the Internet to Reach out to Patients

Chronic diseases with the largest prevalence only account for a minority of the population on social media networks. Using the Internet to reach out to patients is economically unsound, as the costs of digital customer acquisition are prohibitive. As a result, communities of patients with a given chronic disease are highly fragmented and difficult for pharma companies to leverage. We are presenting an alternative method; by using the very packaging of a pharma product as a channel to reach out to patients with very high efficacy worldwide, marketing and patient management programs can connect with consumers at an impressively low cost.Christophe Bureau, Vice President, Strategic Innovation, STEVANATO GROUP

5:00 CASE STUDY How to Lead a Digital Transformation in a Fast and Effective Way: The Takeda Italy Case

g Change the mindset, set the expectations g Build a tailored educational program g Insert digital in daily activities g Work across brands, not for a single brand g Create a pipeline of digital activities g Learn how to recognize success

Davide Bottalico, Head Digital, Italy, TAKEDA PHARMACEUTICALS

5:30 Digital Technologies Day Networking Cocktail Reception

Explore the benefits of digital disruption, new data, analytics technology integration and execution profiling, and harness the power of digital health as an asset for life science organizations of all sizes


PLENARY SESSIONS | CONFERENCE DAY ONE | OCTOBER 25, 2016


8:30 CO-CHAIRS' OPENING REMARKS Welcome to the 10th Digital Pharma East… Co-Chairs' Event Welcome!

Melissa Mackey, Associate Director of Social Media Strategies, Digital Medicines, NOVARTISPete Dannenfelser, Social and Digital Communications Leader, JOHNSON & JOHNSON MEDICAL DEVICES COMPANIES

8:50 PHARMA KEYNOTE Innovation and Risk-Taking in the Pharmaceutical World

g Recognize why innovation plays an important role and why we must confront risk g Explore how we cope with risk through game play g Find out how to take a growth mindset when it comes to innovation

Daniel Seewald, Director of Worldwide Innovation, PFIZER

9:20 KEYNOTE SESSION Taming the Torrent of Digital Health Data to Make it Actionable. The Role, Power and Accountability of Analytics to Transform the Management and Delivery of Health Care

Analytics might just be what the doctor needs to order, particularly in the behavioral health market. When it comes to mental illness, less than half of patients get the help they need, which contributes to physical health conditions that escalate costs. Through the effective use of analytics, organizations can better identify mental health patients early, intervene, and get them the care they need. It’s a much-needed prescription for an industry with finances that are spiraling out of control.Michael Jarjour, CEO, OTSUKA DIGITAL HEALTH, AN OTSUKA AMERICA COMPANY

9:50 Optimizing the Customer Experience Using Multichannel SuggestionsPete Mehr, Principal, ZS ASSOCIATES


10:50 A Camera, an Airstream and an Open Mind: How a Cross-Country Journey Inspired a Real Healthcare Solution

g In 2016, Team #ALLin traveled the country in a custom Airstream trailer, speaking with people about their health concerns, wants and needs

g Through these patient stories, specific health challenges were identified. In partnership with Digital Health Coalition, Team #ALLin commissioned propriety research to further explore these challenges, and held a series of hackathons to develop real solutions

g Where did the journey take them? Attendees at DPE will get an exclusive look into the outcomes of the compelling interviews, proprietary research and prolific hackathons

g Learn how your organization can apply a similar model to develop real solutions to the challenges your patients face

Moderator:Mark Bard, Co-Founder, DIGITAL HEALTH COALITION Panelists:Chris Humphreys, Vice President, Strategic Planning and Innovation, INTOUCH SOLUTIONS

11:20 KEYNOTE SESSION The Big Picture: Modernizing the Pharma Business Model @GSK

The healthcare industry is going through a period of intense change, including the pharmaceutical sector. Evolving societal expectations and greater competition are fueling opportunities to rethink the status quo and embrace the future with convenient, on-demand, digital access to information and services. Learn how GlaxoSmithKline is addressing this challenge and modernizing its business model on a global scale.Matt Lasmanis, CIO and Vice President, GLAXOSMITHKLINE

11:50 The 5th P of Marketing: People

Brands aren’t people – and social platforms are designed to connect people, not sell products. But brands that embrace people stories (not product testimonials) can successfully create a social brand. Engaging potential customers through personal stories and insights that they care about is a way for a brand to have a social persona – and interact on the basis of sharing ideas and experiences, instead of setting up a value equation driven by a transactional relationship.Prodeep Bose, Executive Vice President of Innovation and Product Development, THEBLOC

12:20 DIGITAL PHARMA SERIES™ ANNUAL PLENARY PANEL DISCUSSION Optimizing the Launch of Specialty Medicines

g Learn why precision medicines require precision marketing g Discuss timing and best practices for recruiting and staffing the launch team and partner

ecosystem g Find out how differentiation can extend way beyond the medicine g Understand the complexities around supply chain, specialty pharmacies, patient services and

support, and promotionModerator: Joe Shields, Senior Director, Global Strategy and Program Management, ASTRAZENECAPanelists: Nuvan Dassanaike, Vice President — Lead Global Integrated Marketing, MYLANPhil Coggshall, Associate Director, Biologic Experience™ and Customer Support, MERCK

1:00 Networking Strolling Lunch in the Exhibition Hall

2:00 Pharma Marketing in 3D: An Inside Look at the McKinsey/ Google/Wharton eBook

Bill Drummy, Founder and CEO, HEARTBEAT IDEAS & HEARTBEAT WEST

2:30 PHARMA KEYNOTE SESSION Digital Healthcare Disruption and (Its Impact on) Pharma: Shifting the Ownership Model and Evaluating Healthcare as a Service

g Patients are people — trends matter more than ever g The importance of partnerships — we don't "own" it all g Speed — how to keep up with the Joneses... but do we need to? g The importance of technology, now more than ever — making the impossible possible g What healthcare and health outcomes as a service look like

David Goren, Vice President, Digital Health, ASTRAZENECA

3:00 The “Holy Shit” Moment of HCP Digital Marketing – Knowing Exactly Who Visits Your Website in Real Time

Imagine the moment when you realize that you can get the name and profile information of the HCPs who visit your site. And that you can get this information in real time. This data opens up a whole new generation of marketing efforts, including homepages customized for different audience segments and engagement strategies that extend beyond your website, such as content-triggered email. You can even loop in their reps to what their physicians are reading on your website. That sound you hear around the industry is the pop of marketer’s heads exploding with the possibilities!

Dave Reim, Chief Product Officer, DMD 3:30 How to Effectively Reach Health Consumers on Mobile

Healthcare marketers need mobile solutions that allow them to reach the right consumer at the right time, as they are making health decisions. But finding the right patients at scale and with a proximity to action remains a challenge. Ashik Desai from ContextMedia:Health will share learnings, data and a market perspective on how healthcare brands can effectively use mobile to capture patients when health is top of mind, in the doctors’ office and when they are ready to take action.Ashik Desai, Executive Vice President of Business Growth and Analytics, CONTEXTMEDIA:HEALTH


4:30 PHARMA KEYNOTE SESSION Utilizing Big Data in Customer Centricity

Maria Goutsou, Vice President, Ecosystem Engagement, UCB PHARMA

5:00 FIRESIDE CHAT Patient/Physician/Pharmacist/Payor-Centric: Can You Be All of These at Once?!

A representative physician’s assistant, a pharmacist, a patient and a payor walk into a bar… sounds like the beginning of a terrible joke. But it's no joke trying to communicate your brand to these disparate groups in the digital age. How will you cut through the clutter to best leverage banner ads, email, SEO/SEM, social media, video, print, TV and sales force iPads? These stakeholders collectively represent the majority of our target audience. Let’s crack the code together on what they need to manage conditions.Moderator: Zoe Dunn, Principal, HALE ADVISORSPanelists: Dr. Kevin R. Campbell, Cardiologist, Medical Expert, CBS NC NEWS & FOX NEWS CHANNEL

5:30 How to Achieve True MCM Impact

Peter Stark, General Manager, Multichannel Marketing, IMS HEALTH

6:00 PHARMA KEYNOTE Can Zero-Based Budgeting For Business Planning Accelerate Your Digital Maturity?

In recent years, industry has been using “multichannel marketing” as the new buzzword for innovation. In reality we have been doing this for years, maybe under different names or even unaware we were doing it at all. The biggest challenge is not creating a multichannel communication strategy; it is actually linking the activities together to create a user experience that is seamless. Not only do we need to link the activities, we need to link the users. A good example is in the U.S., where you can communicate with HCPs (including physicians, pharmacists, nurses and NPs/PAs) and with patients. Many organizations have DTP/DTC and separate professional teams that work on communicating with respective customers — but do not link their communications together. To be successful in the future, it will be critical to explore all channels of communication and create an experience for users that meets them when and where they need it.Discussion points for successfully launching a product:

g Learn how a form of zero-based budgeting drives digital and connects investment to outcomes g Invest in Customers, not just channels g Connect digital investments across Marketing and Medical strategies

Vanessa Braganza, Chief of Staff and US CMO, BOEHRINGER INGELHEIM

6:30 MAIN CONFERENCE DAY ONE NETWORKING COCKTAIL RECEPTION Sponsored by:


Ensuring Seamless HCP Communications and EngagementOptimize channel, content and transformation initiatives to help HCPs make informed decisions, share knowledge and explore independent education insights

Achieving Patient Centricity and Assisting the Patient JourneyLearn techniques and technologies to navigate the patient journey in order to deliver better outcomes through innovative digital initiatives with patient co-creation at the heart

TRACKED SESSIONS | CONFERENCE DAY TWO | OCTOBER 26, 2016

7:45 Registration Opens, Continental Breakfast and Morning Coffee in the Exhibition Hall8:30 Chair's Opening Remarks

Dr. Theodore Search, Pharm.D., CEO, SKIPTA8:40 CASE STUDY Use of Mobile Apps in Customer Engagement

What are potential ways you might consider engaging your customers via use of mobile apps? g How is the current trend of mobile use relative to other channels and formats? g Which are the most important considerations for native apps and hybrid/web formats? g What are some potential ways to use mobile to share content, connect or update customers?

Alvin Lin, Associate Director, HCP Marketing Lead, GENZYME

9:10 Skipta Session Outline TBDDr. Theodore Search, Pharm.D., CEO, SKIPTA

9:40 CASE STUDY HCP Websites: How Should We Evaluate Them?

Michael Rowbotham, Multichannel Marketing Director, PFIZER10:10 Morning Networking and Refreshment Break

10:40 Tying Digital Marketing Efforts to Rx SalesDigital marketers have made enormous strides in their ability to measure performance and report on what’s working and what’s not when it comes to DTC and HCP digital campaigns. However, tying impact of digital tactics directly to actual Rx sales continues to evade many brand teams.

g This presentation will focus on the ways that brand teams should be evaluating the performance and optimizing their DTC and HCP digital tactics based on KPIs including nRx and tRx.

Jeff Rohwer, Partner, Strategy, SENTIENTBreichen Madej, Director of Consumer Marketing, IROKO PHARMACEUTICALS

11:10 CASE STUDY Building a Digital Platform in Pharma from Scratch — Real-World Experience from a Brand Manager Who Did It

g Intro: • Overview of Smith & Nephew and Nick’s role within the organization

g State of the union: • Where S&N was five years ago• Overview of Smith & Nephew and Nick’s role within the organization • S&N’s vision for digital marketing

g The journey: The starting point • The S&N road map to a mature HCP CRM program • Challenges • Key learnings

g Closing remarks: Where S&N is today Nick Martin, Product Manager and Digital Lead, SANTYL®, SMITH & NEPHEW

11:40 Five Key Physician Insights Pharma Needs to KnowWhile the past 15 years have been marked by ongoing debates and occasional controversy over pharma’s supposed influence on health professionals’ prescribing decisions, the fact remains that physicians and the industry need each other in their shared quest to advance public health. But how do physicians truly perceive pharma, and what can pharma do to better serve physicians’ (and patients’) needs? During this session, the following topics will be discussed:

g How physicians and pharma can act as true partners in patient care — and how much physicians actually value these partnerships

g What types of information physicians value beyond what sales reps typically provide g How personal interaction and on-demand access to online information can complement

each other g How one client leveraged a tailored, sequential approach to educate targets based on

physicians’ needs g How best to customize information according to individual physicians’ needs

Erik Dalton, Executive Vice President, HEALTHCASTS

12:10 CLOSING PANEL DISCUSSIONTransformation in the HCP Communication and Engagement World — Tools and Techniques to Deliver a Seamless Process

g The needs of HCPs are changing, but how does this impact business transformation for pharma companies?

• Where? When? How?• Branded product material and unbranded disease education material: How do you

determine the right mix? g Sales force optimization (Rep 2.0)

• Has there been any success in restructuring the payment/incentivization model from one based on script generation to one based on scientific knowledge and the quality of support given to HCPs?

• What are the merits of NPP vs. rep-driven promotion today? g The tools to optimize physician interfacing and patient education:

• Technologies as a strategic enabler allow for successful, seamless integration and the transition from unbranded to branded messages

• Hypertargeting: Have we seen sustained success?• EHR/ePrescribing• Messages and media buy via data analysis/insights• Measuring effectiveness through cloud and mobile technologies combined offers an

optimal multichannel management frameworkPanelists:John Lineen, Global Digital Director, Global Commercial Strategies and Platforms, GLAXOSMITHKLINEDavidek Herron, Associate Director Digital Marketing and Operations, TEVA PHARMACEUTICALSQuang Pham, CEO, ESPERO PHARMACEUTICALSNate Gross, Co-Founder, DOXIMITYAnthony Manson, Chief Digital Officer, MDALERTPeter Justason, Director, eMarketing, PURDUE PHARMACEUTICALS



8:30 Chair's Opening RemarksTim Armand, President and Co-Founder, HEALTH UNION, LLC

8:40 CASE STUDY Brand Reputation: The Power of Social Media

Explore the use of social media to influence and express your point of view. See how you can use storytelling and larger multichannel campaigns to engage audiences and gain support. Ilana Robbins, Digital Strategist, Social Media Lead, BIOGEN

9:10 Cracking the Code for Social Media in Health Today’s digital, social, mobile and emerging technologies enable patients to learn, connect, share and be heard in a much bigger way. But creating — and sustaining — a social media dialogue with patients remains an elusive ambition for the pharmaceutical industry. During this session, Tim Armand, President and Co-Founder of Health Union, will share insights about how and why patients really engage in social media (hint: it isn’t to talk about adverse events), and demonstrate how transparent partnerships with online health communities enable pharmaceutical companies to engage real patients — with incredible results.Tim Armand, President and Co-Founder, HEALTH UNION, LLCBonnie Perkins, Consumer Marketing, IRONWOOD PHARMACEUTICALS

9:40 CASE STUDY Social Media, the FDA and You

g How can you help your client company — not just its marketing department or brand teams — achieve its goal?

• Compliance and legal are business partners, and you must build the partnership between marketing and legal

g How can risk management principles be incorporated into social media campaigns? g What value can understanding your client’s particular risk tolerance bring to the social media

campaign you implement for them?Josh Axelrod, Regulatory Counsel, JAZZ PHARMA

10:10 Morning Networking and Refreshment Break10:40 Developing an Engagement Playbook in Messaging Apps and Social Media

Becoming more conversation-centric and relationship focused to better support the patient journey.Messaging apps are ushering in the third wave of social media and will forever change how companies and customers interact. Consumers are quickly evolving and so are their expectations when it comes to engaging with your brand. In this presentation, you will discover the trends driving this tectonic shift and how marketing strategies are evolving to capitalize on new platforms and behaviors. Learn how the modern engagement playbook is shifting in social media and messaging apps to be present throughout the patient journey. Dawn Lacallade, Chief Social Strategist and Pharma Practice Lead, LIVEWORLD

11:10 BIOTECH KEYNOTE Evaluating the Digital Landscape for High-Growth Biotech

Marcello Damiani, Senior Vice President and Chief Digital Officer, MODERNA THERAPEUTICS

11:40 Improving the Digital Patient Journey Through Patient-Centric Social Listening: A Pharmacovigilance Story

Using insights from a 2016 research project involving Inspire, GlaxoSmithKline (GSK) Pharmaceuticals and Epidemico, an innovative informatics company, we are exploring the use of social listening data for pharmacovigilance and more. To help attendees better understand how healthcare social media can be harnessed for the good of many stakeholders, Inspire’s Jeff Terkowitz and GSK’s Greg Powell will discuss and share the following insights from the study:

g Through social listening, how publicly available social media data can be analyzed for a variety of insights into patients’ perspectives

g How to improve understanding of patients’ unmet needs in a therapeutic area, and areas of misinformation or lack of information about appropriate product use

g The implications of broader partnering with patients throughout the digital patient journeyJeff Terkowitz, Director, Product Management, INSPIREGreg Powell, Director of Pharmacovigilance, GLAXOSMITHKLINE

12:10 CLOSING PANEL DISCUSSIONPatient Centricity and Digital Interactions — Developing a Patient Support Strategy to Build Value into Your Business

g Recognize what qualifies as patient-centric, both now and in the future g Identify what we classify as a "patient support program" in one sentence g Examine patient centricity and digital tools that drive adherence rates g Build success in a highly regulated environment by using online communities and engaging

online patient advocates g Move beyond the patient hub to show how pharma can navigate the patient journey and

deliver better outcomes through the use of innovative digital initiatives with patient co-creation at the heart

g Discuss specific examples of digital patient support programs and platforms, particularly in relation to the commoditization of digital health with the shift toward patient engagement

g Study the distinction between "value-add" and "practice-essential" g Determine where regulatory groups belong when accessing patient centricity, especially

regarding building a partnership between legal/compliance and marketing/brand teams g Debate whether it is possible to measure ROI on patient support — and if we can do "CRM"

Panelists:Joyce Ercolino, Head of Digital Communications, Corporate Affairs and Communications, CSL BEHRINGCaroline Pavis, Head of PR, JOHNSON & JOHNSONDiane Rinaldo, Vice President of Healthcare Solutions, CONVERSANTKavita Shah, Associate Director, Commercial Regulatory Affairs, EISAIDr. Jian Yang, M.D., Director of IT, ELI LILLYDan Stone, CEO, ACCENTHEALTH



Making MCM Integration and Analytics SeamlessBetter connect with an evolved stakeholder and customer base using MCM integration and analytics

Digital Health Innovation and TransformationUnderstand how digital health can be commoditized and how to effectively execute digital transformation for your specific business model

TRACKED SESSIONS | CONFERENCE DAY TWO | OCTOBER 26, 2016

7:45 Registration Opens, Continental Breakfast and Morning Coffee in the Exhibition Hall8:30 Chair's Opening Remarks8:40 CASE STUDY Accelerating Forward While Looking Back

Launching new digital initiatives while engaging HCPs and consumers is both a science and an art. The more technology changes, the more the basic principles of marketing continue to apply. Hear firsthand how the fundamentals of marketing and architecture can help foster implementation speed and adoption.Amy Honigfeld, Director, Enterprise Digital Strategy Team, PFIZER, INC

9:10 Disruptive Analytics: How Healthcare Is Capitalizing on the Rise of Programmatic

Programmatic media buying is continually growing, and understanding the impact and efficiency of digital campaigns has become essential. In the past, digital campaigns have been measured by engagement metrics, like impressions and clicks, alone, but such metrics are not necessarily indicative of or correlated to the true impact of a campaign. The healthcare industry is now leveraging disruptive analytics methodologies that allow pharma marketers to leverage more predictive and proven leading indicators earlier in a campaign’s life cycle in order to better understand incremental sales and ROI. This breakthrough case study will explore the innovative ways that a Top 10 pharma company leveraged predictive and actual behavioral data to:

g Plan, measure and optimize their digital campaigns g Understand campaign impact beyond just impressions and clicks by evaluating the health/

treatment profiles of the audience reached, subsequent doctor visitations and Rx sales impact g Validate the effectiveness of programmatic audience targeting fueled by predictive health data g Compare campaign performance across all sites, publishers and ad networks to make more

informed media spend and optimization decisionsShannon Gallagher, Vice President, Analytics Services, CROSSIX SOLUTIONS

9:40 CASE STUDY Embedding Multichannel in a Global Pharma Operating Model to Deliver an Exceptional Customer Experience: GSK’s Journey of Trust and Transparency

g Assessing the evolving healthcare landscape g Challenging and changing to ensure patients always come first g Enhancing our relationship with HCPs by helping HCPs make informed decisions, share knowledge

AND independent education, and gain insights g Recognizing multichannel as a hygiene factor in today's digital world, and the role of developing

relevant information that HCPs can use to choose when, where and how they engage g Identifying the importance of face-to-face interactions in modern multichannel marketing g Delivering a multichannel approach resulting in continuous improvement g Optimizing content and channels to continuously improve and transform your customer's experience

Andrew Ploszay, Head, Global Multichannel Marketing, GLAXOSMITHKLINE10:10 Morning Networking and Refreshment Break10:40 Ensure Regulatory Compliance with a Unified Global Identity

In today’s highly competitive pharmaceutical industry, marketing success relies on the ability to reach verified healthcare providers and allow them easy access to content — on any device, anywhere, anytime. Pharma brands also need to manage consumer identities securely, ensuring users have defined access to content.Join this to session to learn more about:

g How you can manage both HCPs and consumer identities in compliance with regulatory requirements, ensuring peace of mind that the right people have access to the right content

g How to leverage social and professional networks so HCPs can gain access to valuable pharmaceutical products and services

g How to remain in regional compliance when providing access to goods and services to physicians worldwide

Jamie Beckland, Vice President, JANRAIN11:10 Inspire Innovation by Integrating Analytics into Multichannel Marketing

When analytics are thoughtfully integrated across multiple marketing channels, the results inspire product innovation and increase audience understanding. Gain insight and tangible takeaways on how to integrate analytics and use those insights to create your innovation pipeline. Balancing measurement and ROI, learn how to incorporate traditional and innovative research methods into your multichannel marketing. PatientPoint Chief Analytics Officer Scott Nesbitt and Chief Client Officer Linda Ruschau will share example analytics that pharmaceutical marketers can use to optimize multichannel marketing efforts. Using patient and physician engagement at the point of care as the case, Nesbitt and Ruschau will cover the multichannel spectrum from print to digital to mobile. Learn how analytics can inspire innovation without cannibalizing foundational products.Scott Nesbitt, Chief Analytics Officer, PATIENTPOINTLinda Ruschau, Chief Client Officer, PATIENT POINT

11:40 CASE STUDY Balance: The Art and Science of Multichannel Marketing

How many times have you heard "it all depends” as an answer to a business question? This session will discuss what those dependencies are for a multichannel marketing campaign and how each one is unique and requires more thinking than ever before.

g Big data vs. small data (or no data) g Mass media vs. targeted media g CTR vs. impressions g Creative vs. analytics g Strategy vs. execution

Jim DeLash, Multichannel Marketing Director, GLAXOSMITHKLINE12:10 CLOSING PANEL DISCUSSION The Art and Science of Multichannel Marketing Innovation that Delivers ROI and Creates a Powerful Customer Experience

g Define innovation g Identify "new" areas of content, preferred channels and customer engagement tools. Are they really new? g Determine how we can effectively deliver customer behavior insights from digital analytics g Clarify when to use intuition and judgment and when defining analytics is required g The great fear: measuring MCM effectiveness and ROI. Recognize how we can avoid pitfalls in:

• Developing a framework that provides an early warning system and delivering timely leading indicators to quickly adjust tactics, while its insights into lagging indicators measure cost-effectiveness and return

• Finding a successful recipe for disseminating and maximizing both unbranded and branded messages via multiple digital channels

• Collaborating across teams to define measures at key customer touch points g Discuss the use of predictive analytics g Establish where and when rep-driven marketing fits into the puzzle

Moderator:Jim DeLash, Multichannel Marketing Director, GLAXOSMITHKLINEPanelists:Erica Carestio, Leader, Media Strategy, ASTRAZENECAPeter Justason, Director, eMarketing, PURDUE PHARMACEUTICALSSekema Byrd, Health and Beauty Category Director, YAHOOSai Punjabi, Associate Director, Global Digital Strategy and Products, NOVARTISPaul Hartigan, CEO, PHARMIWEB SOLUTIONS



8:30 Chair's Opening RemarksMichael Gianelli, Director, Health Practice, ACQUIA

8:40 PANEL DISCUSSION Digital Health 3.0 – From Drugs to Healthy Outcomes – Where Can Digital Take Us?

g What are the drivers for change? g Business model value proposition: getting from Pharma 2.0 -> 3.0, where are we heading with

• Healthcare reforms?• Health IT?• Consumerism?• Value mining?

g The evolved customer: Physician… Payor… Patient?Dan Gandor, US Head, Digital Accelerator, TAKEDA PHARMACEUTICALSChristina Weir, Director, Business Innovation and Digital Strategy, BOEHRINGER INGELHEIM

9:10 Epsilon Session Outline TBDSpeaker Name, Job Title, EPSILON

9:40 CASE STUDY Meeting of the Minds: Agency and Brand (Right Brain) Meets I.T. (Left Brain)

Marketers – How to get what you want from your I.T. group without screaming in frustrationAgencies – Your customer’s I.T. group is friend, not foeI.T. – Your marketers aren’t nuts, they just think differently (from you)

g What is an IT Digital Marketing Services function?• Hint: think nuts and bolts and backend – not creative and marketing strategy.

g Why use IT Digital Marketing Services? Why not just have your Marketing Agency do everything?

• What are the benefits of having an IT Digital Marketing Services function? g What kinds of services can an excellent IT Digital Marketing Services team provide?

• What is the sweet spot?• And what else can they help with?

g How does your Agency and your IT team work together?• Reality Bites.

g Getting along• Marketers – how to best work with your IT team• IT / Agency – how to best work with your Marketing partners and each other

g Goal: Delivering creative innovation and value to Brand Marketers; better, cheaper, and SAFERRebecca Gonzalez, Director IT Digital Marketing Services, ALLERGAN, INC.

10:10 Morning Networking and Refreshment Break10:40 Point of Care: Innovation and Trends

This moderated discussion, supplemented throughout with on-screen visuals, is an interactive exploration of innovative Point of Care marketing, highlighting the trends that make PoC interventions an increasingly important part of pharma’s marketing mix. Surveying patients, physicians and a number of PoC technology solution providers, we'll address important questions: What do patients and physicians want? Conversely, what don’t they want? Where and how do their interests intersect? How can marketers win the battle for share of attention in the waiting room? What’s behind the trend to move PoC promotions and educational materials from the waiting room to the examination room? This diverse group of professionals will then explore several patient and physician behaviors, and take a look at an innovative new platform being piloted at Texas Medical Center that merges PoC assets with hospital EHR systems. Finally, a brief case study looks at how an award-winning unbranded PoC campaign can work for rare disease marketing. Moderator:Robert Palmer, Executive Vice President, Managing Director, JUICE PHARMA WORLDWIDEPanelists:Alec Pollak, Vice President, Director of User Experience and Content Marketing, JUICE PHARMA WORLDWIDEMalcolm MacKenzie, Senior Vice President, Strategic Planning and Customer Insights, JUICE PHARMA WORLDWIDEAshik Desai, Executive Vice President of Business Growth and Analytics, CONTEXTMEDIA:HEALTHKimberly Corbitt, CEO, XPRESS

11:10 CASE STUDY Evaluating the Current Disruption in the Financial Model: New Considerations in Business Planning for Pharma

g Moving to outcomes-based reimbursement g Supporting the triple aim g Optimizing your marketing for the provider’s workflow and striving to move from “value-add”

to “practice-essential”Lisa Flaiz, Group Product Director, Digital Marketing, JANSSEN PHARMACEUTICALS

11:40 Clinical Trials in the Digital Age: How to Leverage the Channel for Optimizing Clinical Trial Recruitment and Retention

g Recruiting and engaging patients for clinical trials has always been a challenging and time-consuming enterprise. However, a number of factors have exacerbated the difficulties that sites, CROs and sponsors face these days, and which result in expensive delays and sometimes even trial failures

g In this session we will present how the digital channel can be leveraged to better identify, reach and engage potential clinical trial participants

g In addition, we will show how stakeholders in this space can partner with digital companies to optimize patient education about trials and increase recruitment and retention rates once enrolled

Meredith Ressi, Digital Health and Commercial Innovation, DECISION RESOURCES GROUP12:10 CLOSING PANEL DISCUSSION

Media + Creative — a Match Made in Healthcare Heaven Audiences are more distracted and have more options than ever before. A disconnect between the media plan and creative execution can be disastrous for a brand, confusing the audience, wasting investments and missing the mark on communication objectives. Healthcare companies must demand that their media and creative agency partners are in lockstep from day one. Media teams and creative departments must come together early and often to collaborate and discuss overall brand strategy, creative executions and media placements, and the associated creative for those placements. This panel discussion will center on the topic of media and creative collaboration, why it's essential, the results of it happening, and a few warnings about what happens if it's not done well.Moderator:Michael Deichmiller, Account Director, BUTLER/TILL Panelists:Leslie Silva, Manager, Brand Management – Women’s Health, FERRING PHARMACEUTICALSKerry Davis, Senior Manager Product Marketing – Dermatology, CELGENEKris Pearson, Vice President, Account Group Director, PALIOKait Sherman, Account Director, MCCANN HUMANCARE


PLENARY SESSIONS | CONFERENCE DAY TWO | OCTOBER 26, 2016Embed digital across your enterprise and commoditize your digital assets for true value and ROI

VENUE INFORMATION

Loews Philadelphia Hotel1200 Market StreetPhiladelphia, PA 19107

To make reservations please call 888-575-6397 and request the negotiated rate for ExL's 10th Digital Pharma East. You may also make reservations online at https://aws.passkey.com/event/13015484/owner/4127/home. The group rate is available until October 3, 2016. Please book your room early as rooms available at this rate are limited.

*ExL Events, Inc. is not affiliated with Exhibition Housing Management (EHM)/Exhibitors Housing Services (EHS) or any third-party booking agencies, housing bureaus, or travel and events companies. In the event that an outside party contacts you for any type of hotel or travel arrangements, please disregard these solicitations and kindly email us at [email protected]. ExL has not authorized these companies to contact you and we do not verify the legitimacy of the services or rates offered. Please book your guest rooms through ExL’s reserved guest room block using the details provided.

2:00 KEYNOTE SESSION: The Next Quantum Leap in Health Communication

Dr. Mehmet Oz, Cardiac Surgeon and Host, DR. OZ SHOWJeff Arnold, Chairman and CEO, SHARECARE

2:30 PHARMA KEYNOTE Digital Pharma Marketing: 2026

As we celebrate the 10th anniversary of Digital Pharma East, this is a perfect time for us to look forward and consider what the next 10 years may bring in pharmaceutical marketing. What do evolving medical science, changing media habits and shifting pharmaceutical industry trends mean for:

g New, emerging technologies that have an impact on patient care? g Trends in media that can help (or hinder) a company’s ability to connect with patients

and HCPs? g Business models in the pharmaceutical industry and healthcare overall?

Fred Bennett, Executive Director, Multichannel Customer Marketing, ALLERGAN 3:00 Innovative Patient Engagement Strategies

Tim Pantello, Managing Director, PWC

3:30 KEYNOTE SESSION Facebook and Bayer on Digital Health, Identifying the Nexus

g Patient and physician media consumption behavior is shifting to digital/mobile g Facebook offers both reach and targeting specificity to reach over 1.65 billion people g Pharmaceutical companies are looking for ways to reach these people - Facebook +

Bayer have been very active and successful in digital/mobile/social media marketing g Facebook + Bayer will discuss how and why it made sense for their brand to invest media

on FacebookCraig Hashi, Ph.D., Client Partner, FACEBOOKOzgun Demir, Associate Director, Digital Marketing, US, BAYER HEALTHCARE


4:30 PHARMA KEYNOTE Adopting a Decentralized and Ubiquitous Approach to Digital Marketing: The Focus of a Branded and Unbranded Relationship in Media and Marketing

Deploying new tactics with a minimal ability to measure their effectiveness is a frightening prospect. However, it happens all the time. Developing an insight-based digital plan is one way

to integrate channels and functions. It also requires unbranded and branded initiatives to meet business objectives and customer needs.

Selecting and organizing both branded and unbranded activities is important if you want to create impactful experiences and communications that build strong, actionable emotions and expectations connected with the brand and its products.

g Technology is the strategic enabler allowing for successful, seamless integration and transition from your unbranded to branded messages

g Cloud and mobile technologies combined offer an optimal multichannel management framework:

• This framework provides an early warning system, delivering timely leading indicators to quickly adjust tactics while its insights into lagging indicators measure cost-effectiveness and return

• ViiV has found a successful recipe for disseminating and maximizing both unbranded and branded messages via multiple digital channels

• The framework allows you to understand and implement constant optimization of messages and media buy through data analysis

• Cross-functional collaboration can be used to define measures at key customer touch points

• Marketers can use the framework to make improvements in line with business objectives and customer needs

• The framework highlights the importance of being invested over the long term and continuously tuning your business efforts to better address evolving customer needs and improve ROI

Jasper Beard, Director of Marketing, Digital Lead - North America, VIIV HEALTHCARE

5:00 PHARMA KEYNOTE Blurring the Lines Between Personal and Non-Personal Promotion

g Reps still matter g The best interactions transcend channels g Digital natives expect more out of “non-personal promotion”

John Gallo, Executive Director, Customer Strategy and Shared Services, SUNOVION PHARMACEUTICALS

5:30 PHARMA KEYNOTE The Power of Digital and Social Data to Drive Commercial Strategy Mark Montgomery, Commercial Capability Development Director, Global Commercial Excellence, ASTRAZENECA

6:00 Closing Remarks from the Co-Chairs and Close of Main Conference

SPONSORSHIP AND EXHIBITING OPPORTUNITIESDo you want to spread the word about your organization’s solutions and services to potential clients who attend this event? Take advantage of the opportunity to exhibit, present an educational session, host a networking event or distribute promotional items to attendees. ExL works closely with you to customize a package that suits all of your needs.

To learn more about these opportunities, contact Jayson Mercado at 212-400-6236 or [email protected].

QUESTIONS? COMMENTS?

Do you have a question that you would like to be addressed at this event? Would you like to get involved as a speaker or discussion leader? Please email Senior Conference Director Warren Drysdale at [email protected].


Social/Innovation Day is dedicated to showcasing organizations that have been able to break the mold with innovative tools and tactics in order to reach their customers, develop brand loyalty and drive revenue. This is not a forum for those who believe that "we are pharma, and we can't do that." Join us in this extremely interactive and case-sharing environment to find out how to revitalize your brand using social media.

With a casual dress code and dedicated time for roundtable discussions as well as fireside chats and presentations focused on case studies, Social/Innovation Day is the ideal way to conclude four days of exclusive content. Networking opportunities include a working lunch and HealthTech "pitches."

Sessions follow a set format: 20 minutes focus on the presentation and case experience, and 20 minutes are dedicated to fireside chats between the pharma company and the social media platform. Shwen Gwee, our Social/Innovation Day Chair and Director of Digital Customer Insights and Digital Health Technologies and Data Sciences at Biogen, moderates each session.

In 2015 we listened to case studies and fireside chats from Google, LinkedIn and St. Jude Medical, Twitter and Pfizer, Baxalta and Instagram, and Intouch Solutions. We also heard from Biogen and a number of HealthTech startup companies.

SOCIAL/INNOVATION DAY | OCTOBER 27, 2016Engage in a discussion on how pharma marketers and healthcare agencies can best leverage the most innovative digital and social technologies

@millennium_US — Lots of great discussions & presentations on the schedule.

@MWStrategy — Great content presented by insightful folks

@AmberLeila — Great content @DigitalPharma East!

@atenuta — Thanks @DigitalPharma for the annual brain stretch + reminder.

MEDIA PARTNERS OF DIGITAL PHARMA EAST

The eJournal for leaders and communicators in healthcare

@adgirlnyc82 — Great food for thought #DigPharm

@carrieimpactpr — It was really great to learn from industry colleagues at #digpharm!

@gbirgfeld — Loving the conference this year. Great energy!

@3FXinc — Great conference with exceptional speakers. @DigitalPharma #pharma

PREMIER MEDIA PARTNER

8:00 Morning Coffee and Registration for Forum Participants

9:00 Opening Comments and Welcome Address from the ChairShwen Gwee, Director, Digital Customer Insights, Digital Health Technologies and Data Sciences, BIOGEN

9:20 FIRESIDE CHAT Pharma 3D: Rewriting the Script for Marketing in the Digital Age

g Discover: The behaviors and decision-making influences of patients and HCPs g Design: Experiences that engage patients and HCPs in ways that truly add value g Deliver: Experiences that fit with people’s lives; and continuously improve

Ryan Olohan, National Industry Director, Healthcare, GOOGLEBrian Fox, Senior Partner, MCKINSEY & COMPANY

10:00 FIRESIDE CHAT Looking to Innovation and Social Media Strategy @Bristol-Myers Squibb

Bob Allen, Director, Social Media Governance and Markets Worldwide, BRISTOL-MYERS SQUIBBAlison Woo, Director, Social Media, Marketing Communications, BRISTOL-MYERS SQUIBB

10:40 Networking Break

11:10 FIRESIDE CHAT It Can Be Done: Social Media for Prescription Drug Promotion

g Overview of the regulatory landscape governing prescription drug advertising g Review of recent OPDP Enforcement Actions and Guidance Documents g A look at how pharmaceutical companies are currently using social media platforms

Upsana Marwah, Regulatory Compliance Lead, Regulatory Advertising and Promotion, JOHNSON & JOHNSONJack Scannelli, Head, Regulatory Advertising and Promotion, NOVARTIS

11:50 FIRESIDE CHAT Leveraging Facebook to Achieve Personalized Marketing at Scale

g Overview of Pfizer’s evolving presence and POV on Facebook over the last 12 months g Building consensus with internal and external partners to compliantly and efficiently

activate your brand on Facebook g Pfizer brand activation: - creative best practices and Pfizer approved KPIs to measure

success Julie Thaler, Director, PFIZER, INC.Sachin Nanavati, Health, FACEBOOK

12:20 INNOVATION KEYNOTE SESSION

1:00 Working and Networking Luncheon with 10-minute “Pitch Presentations” from Health Startups and Digital Innovators

2:00 Chairpersons Notes and Forum Day Roundup Evaluation of Lessons Learned

2:15 Close of Social/Innovation Day and Conference


A DIGITAL PHARMA GLOBAL SUMMARY A Year in the Life of the Digital Pharma Series™

ABBOTT LABORATORIES ABBVIEACORDA THERAPEUTICS ACTAVISACTELION PHARMACEUTICALSADVANCED STERILIZATION PRODUCTS (ASP) ALEXIONALLERGANAMGEN AMYLIN PHARMACEUTICALS APNICURE ASTELLAS ASTRAZENECA AUXOGYN AVANIR PHARMACEUTICALSBAXTER HEALTHCAREBAYER HEALTHCARE BD BIOSCIENCES

BIOMARIN PHARMACEUTICALBOEHRINGER INGELHEIM BRISTOL-MYERS SQUIBB CADENCE PHARMACEUTICALS CELGENECORCEPT THERAPEUTICSDAIICHI SANKYO ELI LILLY GENENTECH GENOMIC HEALTHGENZYME GILEAD GLAXOSMITHKLINE IRONWOOD PHARMACEUTICALS JANSSENJAZZ PHARMA JOHNSON & JOHNSON LUNDBECK MEDIMMUNE

MEDTRONICMERCKMYRIAD GENETICSNEXTWAVE PHARMACEUTICALSNOVARTISNOVO NORDISKONYX PHARMACEUTICALSOTSUKA AMERICA PHARMACEUTICALPFIZERPHARMACYCLICSSANOFI-AVENTISSHIRETAKEDATECNOQUIMICAS S.A.TEVA PHARMACEUTICALSUPSHER-SMITH LABORATORIESWATSON PHARMACEUTICALS

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Truly Embedding Digital Across Your Enterprise E A S T

10th

OCTOBER 24-27, 2016 LOEWS PHILADELPHIA HOTEL, PHILADELPHIA, PA

WHAT SETS DIGITAL PHARMA EAST APART:C-Level and Senior Management Perspective: Lacking buy-in for initiatives or a true understanding of how senior managers view the industry? Come hear multiple pharmaceutical C-level executives and presidents share their perspectives.

Digital Technologies Day: Oversubscribed once again in 2015, join 250+ attendees for the premier event in digital disruption, new data, analytics technology integration and execution profiling. Harness the power of digital health as an asset for life science organizations of all sizes.

Social/Innovation Day 2016: Now in its third year, attend Social/Innovation Day to learn from pairs of social media platform and life science organization representatives as they explain how partnership building, digital opportunities and business opportunity leveraging CAN take place in the highly regulated world of pharma/med devices.

A Reconstructed Agenda: By providing more high-level plenary sessions in 30-minute increments and dedicated Q&A interview time with our co-chairs, this year's conference contains a higher proportion of case studies, keynote presentations, fireside chats and panels.

Opportunities for Team and Affiliate Divisions: Brand, Marketing, Sales, IT, Customer Excellence, Commercial Operations, Legal, Compliance and MLR departments: Embrace digital transformation and send your entire team across divisions.

WHAT MAKES US THE LEADING AND LARGEST LIFE SCIENCE eMARKETING EVENT GLOBALLY:

800+ attendees

120+ senior-level life science speakers

55+ keynote presentations, case studies, fireside chats, interviews and panel discussions

Presentations delivered by CEOs and presidents

The ONLY conference where you can attend the Social/Innovation Day and working lunch

Unparalleled dedicated networking opportunities over four days

Unique GLOBAL perspectives from life science experts throughout the U.S., Europe, Asia and MENA

Conference Code: C649



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