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4-5-6 November 2015 Warsaw Courtyard by Marriott Hotel Discover & mix to innovate! Multichannel marketing and sales communication for the pharmaceutical industry

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4-5-6 November2015WarsawCourtyardby Marriott Hotel

Discover & mix to innovate!Multichannel marketing and sales communication for the pharmaceutical industry

Techno, dance, house, RNB, electro, pop separately do not create a climatic party. Combined, mixed and properlyserved to demanding partygoers draw everyone to join the party. Only the best DJs know how to combine them to move hearts and minds and create a unique and memorable mix... The analogy to your work is obvious!That is why we invite you to participate in a meetingof the leading DJs from the sector – together we will be mixing the best pharma communication sets!Patients and HCPs are no longer moved by old, broken records and traditional methods and channels of communication. They need a contemporary, fresh mix – catchy multichannel communication that will adjust itself to consumer preferences.

No more wallflowers and the tool-oriented approach tocommunication! We are finally giving the floor to the Patient and HCPs and communicating with them in the manner they expect us to. Physician, Patient, Pharmacist, Nurse – they want us to give them information exactly when they need it and they want to find it exactly where they seek it. Are we ready for this? Are we able to consider digital not as a separated tool and simplyfollow the customer in many channels, in places wherehe seeks us? Do we implement in our companies a comprehensive strategy for communicating with HCPsand the patient or only a set of trendy andmoderately efficient tools?

During the party we will improve the following DJ skills:AHow to efficiently “mix” e-marketing with traditional channels?

AHow to play a coherent and holistic message the audience will want to hear?

AHow to check if anyone listens and how to stir engagement?

AHow to measure the efficiency of mixing?

OUR COMMON GOALCoherent, innovative and interesting MULTICHANNEL strategy producing measurable effects, with thesynergy of message in various channels as a response to the challenges of today’s communication with the patient and health care professionals.We are announcing a new style promoted by the best DJs of pharmacommunication – the MULTICHANNEL era has begun!

The lights go down... a loud, striking beat starts...followed by other sounds... hands are rising,

the DJ heats up the atmosphere...

Let’s MIX, exchange experiences, draw inspiration! No Multichannel, No Party!

ŁukaszMaroszczyk

Digital Marketing Manager, Market

CEE, Lighting

PHILIPS

AnnaTelakowiec

MarketingDirector

Polandand Baltics

BONDUELLE

Bartłomiej Popławski

Digital Manager CEE

GSK

Robert Bednarski

Head of CEE

FACEBOOK

Magdalena Kotowska Marketing

& Digital Excellence

Manager

SANOFI

Karol SadajIndustry

Manager

GOOGLE

TomaszDąbrowski

Head ofeHealth,

Head of ClinicalTrials

GRUPA NEUCA

Joanna ŁojkoMember of the

ManagementBoard

RAK’N’ROLL

MateuszWróbel

Digital Manager Europe

AMWAY

Ewa Tomala – Żelechowska

Strategy & Sales Director

QAH

Rafał KowalczykMultichannel

Marketing Manager

PFIZER

Anna MiotkCommunication

Director

POLISH INTERNET RESEARCH

The invited DJs:

Jacek Maciejewski

Member of theManagement Board

RAK’N’ROLL

Paweł PiekarskiManaging

Director,Instytut Badań

Pollster

GRUPA ZPR

Włodzimierz Kuźmowicze-Marketing

Manager

TEVA PHARMACEUTICALS

Przemysław Dobosz

IS Digital Manager

SANOFI

Sebastian Gawelowicz

Associate Business IT

Consultant (BRM), Marketing

Channels Global Commercial IT

MYLAN

TomazErjavec

Co-founderand Managing

Partner

Łucja GdalaManaging

Director

CODEMEDIA

Michał NedoszytkoCardiologist,

Department ofInterventionalCardiology at

WejherowoHospital,Founder

BARTOSZMOWI.PL

KamilAdamczyk

CEO & Founder

INTELCLINIC

More information at:www.pharma-conferences.com/emarketing/prelegenci

PARTNERs:

MEDIA PATRONS:

DOCTRINA

Conference agenda, day 1, 5 November 2015

1. MINI-WORKSHOP: ROI and analytics of actions on the InternetAnna Miotk, Communication Director, Polish Internet Research

8:30 am Registration and morning coffee

9:00 am MIX TO INNOVATE! Opening of the meeting and networking session Aleksandra Schoen-Żmijowa, Project Director, Blue Business Media

INNOVATION, INSPIRATION, FUTURE OF PHARMA COMMUNICATION

9:15 am From the e-health and digital perspective – inspirations and practical implications for Pharma from HCPs Michał Nedoszytko, Cardiologist, Department of Interventional Cardiology at Wejherowo Hospital, Founder, Portal bartoszmowi.pl How are new technologies being used in practice in the health sector (innovative wearables, telemedicine) Futuristic visions of future medicine Conclusions for the future relations of HCPs – a pharmaceutical and medical company What may be the significance of electronic communication for a physician nowadays – how, why and what “digital” is used for and what can be improved in this area

9:40 am Interactive Q&A session

9:50 am Innovation Show: CyberEye and TeleBlister – innovative multimedia systems Prof. Andrzej Czyżewski, PhD. Eng., Head of the Multimedia Systems Department, Gdańsk University of Technology

10:00 am Interactive Q&A session

10:05 am Innovation Show: NeuroOn mask Kamil Adamczyk, CEO & Founder, Intelclinic

10:15 am Interactive Q&A session

10:20 am Coffee break and MIXing of experiences and best practices Trends and novelties in the integrated and innovative multichannel communication for pharma sector market. Testing the NeuroOn mask, CyberEye and TeleBlister

10:40 am Multichannel campaigns vs. consumers of pharmaceuticals – based on recent market research Paweł Piekarski, Managing Director, Instytut Badań Polster, ZPR Group How do users consume the Internet How to efficiently use multichannel in advertising campaigns Is it possible to broaden the outreach and create a new group of recipients

11:00 am Interactive Q&A session

11:05 am About illness in social media – between taboo and the need to be noticed. How to communicate with patients in an innovative way Case study Rak’n’roll Joanna Łojko, Member of the Management Board, Rak’n’Roll, Jacek Maciejewski, Member of the Management Board, Rak’n’Roll How to communicate to a cancer patient Where is the line between the need to be noticed and taboo How can pharmaceutical companies support cancer patients

11:25 am Interactive Q&A session

11:35 am What interesting and innovative advertising measures can be taken with the use of new media Case study Facebook Robert Bednarski, Head of CEE, Facebook

11:55 am Interactive Q&A session12:05 pm An outpatient clinic or the Internet Karol Sadaj, Industry Manager, Google What do Poles search for on the Internet How to efficiently reach them with a message from a OTC drugs producer

12:25 pm Interactive Q&A session12:35 pm Lunch

INSPIRATION COMES - BE READY TO IMPLEMENT IT!

1:35 pm The main challenge: stand out – what awesome, new and interesting advertising measures can be taken on the Internet. Inspiration from a different sector Case study Bonduelle Anna Telakowiec, Marketing Director Poland and Baltics, Bonduelle Social media marketing – gamification as a way of engaging and developing outreach in social media Content marketing – be interesting, not self-interested to develop the preferences of the target group

2:00 pm Interactive Q&A session

2:10 pm How to mix, merge and intertwine, i.e. how to engage B2B customers using B2C techniques? Inspiration from a different sector Case study - Philips #miastoswiatla Łukasz Maroszczyk, Digital Marketing Manager, Market CEE, Lighting, Philips Using heuristic techniques in the decision-making process Phasing, integration and synergy of B2B and B2C communication Storytelling, i.e. content strategy

2:35 pm Interactive Q&A session

2:45 pm Multichannel success - efficient communication of the industry and HCP Mariusz Miękoś, Managing Partner, Best Doctor Polska Health Communication

3:05 pm Coffee break and time to choose mini-workshops

INTERACTIVE THEMATIC GROUPS:

3:20 pm Mini-workshops - Series I Suggested topics:

4:05 pm Break for changing the mini-workshop4:10 pm Mini-workshops - Series II4:55 pm End of the content-related part of the first day of the meeting5:00 pm Let’s MIX! Innovation Club Party – another opportunity to integrate and exchange inspirations8:00 pm End of the first day of the meeting

2. MINI-WORKSHOP: Omnichannel challenge – optimum, complementary integrationof digital channels into traditional marketing. Strategy, media planmedia mix, measurability and ROI

3. MINI-WORKSHOP: Big Data & Data Intelligence – how to efficiently use the data generated in multichannel campaigns

4. MINI-WORKSHOP: How to meet the high legal standards when implementing the challenges of modern communication? What should be done toprevent the law from blocking the activities of marketers?How to minimise the risk of these actions?

8:30 am Registration and morning coffee

BE MULTICHANNEL (INCLUDING DIGITAL) OR DIE

9:00 Jak skutecznie połączyć świat wirtualny z realnym - zintegrowane formy promocji Case study Pfizer Rafał Kowalczyk, Multichannel Marketing Manager, Pfizer Multichannel communication – necessary changes in the organisation to conduct a process Rep Triggered Email – an example of combining two promotion channels New role and competences of an Agent/District Manager in the multichannel communication process Key conditions for the success of hybrid projects

9:25 am Interactive Q&A session

9:35 am Digital strategy, digital change – the first step towards a genuine omnichannel experience Case study Nutrilite Mateusz Wróbel, Digital Manager Europe, Amway How to build a strategy that will support business objectives How to “connect with” the target group? Building engagement on the Internet What to do to make a strategy successful? Recommendations on the Internet (and more)

10:00 am Interactive Q&A session

10:10 am Coffee break and MIXing of experiences and best practices Trends and novelties in the integrated and innovative multichannel communication for pharma sector market. Testing the NeuroOn mask, CyberEye and TeleBlister

10:30 am How to integrate the channels into multichannel communication targeted at HCPs in practice? Is it worthwhile? Case study Sanofi Magdalena Kotowska, Marketing & Digital Excellence Manager, Sanofi Przemysław Dobosz, IS Digital Manager, Sanofi

10:55 am Interactive Q&A session

11:05 am The Speaker gathers inspirations for an electrifying speech on multichannel – the topic of the speech will be announced soon Ewa Tomala-Żelechowska, Strategy & Sales Director, QAH

11:25 am How to instil digital deeper into the company’s DNA - cross- functional use of new media in an organisation Case study GRUPA NEUCA Tomasz Dąbrowski, Head of eHealth, Head of Clinical Trials, Neuca Group Patient 360º - good practices of patient-oriented pharma marketing Connected Health – the role of producers and the pharmacist Clinical Research – good practices of using digital health/ media to acquire highly selected groups of patients

11:50 am Interactive Q&A session12:00 pm Digital Transformation of pharmaceutical sales representative Tomaz Erjavec, Co-founder and Managing Partner, Doctrina

12:20 pm Lunch

1:10 pm Digital marketing as a mature communication channel instilled into the company’s strategy, adjusted to the needs and expectations of the recipient of promotion Case study Teva Pharmaceuticals Włodzimierz Kuźmowicz, e-Marketing Manager, Teva Pharmaceuticals A strategy needs a strategy – digital marketing and change management in an organisation Recipient of promotion in the centre of attention – options of digital marketing, recipient’s needs, reality The idea is of no importance – consistency of actions, readiness for continuous change and adaptation

1:25 pm Interactive Q&A session

3F FOR PHARMA - FUN, FRIENDSHIP, FEEDBACK– NEW CHALLENGE OF COMMUNICATION

1:35 pm External and internal gamification - how can pharma engage

through fun

Case study Mylan

Sebastian Gawelowicz, Associate Business IT Consultant (BRM),

Marketing Channels Global Commercial IT, Mylan

In what cases gamification is worth considering

What are the examples of good gamification in pharma

How to present the ROI of gamification

2:10 pm Interactive Q&A session

2:20 pm Big Data: how to collect and analyse data for digital activations

to the benefit of the brand

Case study GSK

Bartłomiej Popławski, Digital Manager CEE, GSK

Why “Big Data” is “big”

How to make “Big Data” really significant and useful

Examples of how to use analyses in planning and

implementing activations in digital media

2:45 pm Interactive Q&A session

2:55 pm Coffee break and MIXing of experiences and best practices

Trends and novelties in the integrated and innovative

multichannel communication for pharma sector market. Testing

the NeuroOn mask, CyberEye and TeleBlister

3:10 pm Interactive session to conclude

MIXING THE CASES – SPECIALIST DISCUSSION GROUPS

To sum up the meeting and leave you in the atmosphere of exchange of

experiences and inspirations, the Conference participants will be divided into

several thematic groups. Each group will have 35 minutes to discuss their topic:

5 minutes for a lecture introducing the “Group Inspirer” and 30 minutes intended

for discussion.

The groups will be discussing the case study chosen by the host. At the end of the

task, the “Inspirer” will present the summary of his table’s discussion.

Digital as cost optimisation? Prove it!

Everlasting e-learning

Content design

Marketing automation

Real time marketing supported by technologies and data

Digital as an added value – “beyond the pill”

Blogs for pharma?

Legal challenges

3:45 pm Summarising group discussions – MIXing of conclusions

4:05 pm Drawing free participation in the next edition of the event!

Determining the winner from among the persons present in the

room on the basis of the completed surveys

4:10 pm End of the Conferencei

www.pharma-conferences.com/emarketing/program

Conference agenda, day 2, 6 November 2015

Workshops agenda, 4 November 2015

9:00 am Registration and morning coffee

9:00 am Opening of the meeting and networking session. We encourage you to open up to the exchange of inspirations and experiences! Aleksandra Schoen-Żmijowa, Project Director, Blue Business Media

9:15 am Multichannel cost efficiency as compared to traditional marketing based on a team of health care agents – how do we know that multichannel is cost-effective? Ewa Tomala-Żelechowska, Strategy & Sales Director, QAH

10:15 am Planning strategies on the Internet in terms of the possibility to measure the efficiency of all subsequent steps Łucja Gdala, Managing Director, Codemedia Setting measurable campaign objectives Setting KPIs – what exactly do we want to measure and why Planning the process of collecting appropriate data and measuring effectiveness measures Selecting market profitability indicators for the brand before making the decision on starting a promotional campaign

11:15 am The most effective online promotion tools in the pharmaceutical sector and the methods of measuring their efficiency Anna Miotk, Communication Director, Polish Internet Research Websites; Newsletters; Competitions; Social media: Facebook, You Tube, Twitter, Instagram, Snapchat; Specialist and professional services and Internet forums (MP, Onet Zdrowie, abc Zdrowie); Blogs; Specialist materials (e-books, presentations), infographics, podcasts, video; Internet advertising, affiliate marketing12:15 pm Coffee Lunch

1:00 pm Available and most practical analytical tools Anna Miotk, Communication Director, Polish Internet Research Website statistics Internet audience measurement – comparison with others Monitoring of social media and SM analytics Campaign planning tools Internet users’ panels

2:00 pm Review of indicators – what to focus on Anna Miotk, Communication Director, Polish Internet Research Unique users; Page views; Social media; Internet advertising

3:00 pm CASE STUDY - How to measure return on investment (ROI) – most important assessment techniques of ROI ONLINE marketing in practice We will confirm the Speaker soon We will present an example of a complete process of preparing a strategy for measuring the effectiveness of online activities, its implementation in practice and the analysis of the obtained results (index values)

4:30 pm Practical recommendations to conclude: How to increase the effectiveness of online advertising campaigns

5:00 pm End of the workshops and handing out certificates

www.pharma-conferences.com/roi/program

Anna Banaś Head of Sales +48 12 350 54 [email protected]

Anna ChrobotB4B Communications Manager +48 22 256 70 [email protected]

Aleksandra Schoen-ŻmijowaProject Director+48 12 350 54 [email protected]

Blue Business Media Blue Business Media Blue Business Media

You can obtain more information about the Conference from:

You can obtain more information about the possibilitiesof partner cooperation duringthe Conference from:

You can obtain more information about the registration of participation from:

Registration of participation in the Conference and Workshopsand the detailed conditions for application are available at

www.pharma-conferences.com/zgloszenie

The cost of participation of one person in the Conference:

when registeringuntil 31 July 2015

when registeringbetween

1 August 2015 and11 September 2015

when registeringbetween

12 September 2015and 9 October 2015

when registeringafter

9 October 2015

Special offer applies to group registrations:

REGISTER 4 PERSONSTHE PARTICIPATION OF THE 5TH PERSON IS FREE!

The price for participation in the Workshops for the persons registering participation also in the 6th e-m@rketing & Multichannel Strategies for

Pharma Conference is PLN 995 (+23% VAT).

Application for participation