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Add the DTC Health Technology Seminar to your registration for only $100 through May 27th.
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DTC for EMERGING COMPANIES & BRANDS JUNE 21-22 www.dtcperspectives.com/dtcwest
Andaz HoteL
San diego, CA dtctechembrochure.indd 1
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FOR EMERGING COMPANIES & BRANDS
About DTC for Emerging Companies & Brands From its high levels of regulation and a complex approval process, to its competitive landscape, Direct-ToConsumer (DTC) pharmaceutical marketing is different than any other sort of marketing that exists. This new conference will provide guidance to navigating the difficult DTC landscape and help you lead your company through important steps and issues from the DTC planning process including budgeting, agency and media selection, creative formulation, and the regulatory process. This is a must attend event if you are about to launch a pharmaceutical product to consumers, have a product under development that may end up being marketed directly, or have an employee new to the DTC space and they need a crash course on how this differs from any other sort of marketing.
Who Should Attend This Event? - Pharma Marketers At Companies Considering Doing DTC - Marketers New To Pharma Marketing - Executives at Companies Considering DTC Marketing in the future - Advertising Agency Account Managers and Creatives - Multicultural Marketers - Vendors Looking to Meet New and Future Potential Clients
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2/24/16 11:15 AM
AGENDA JUNE 21, 2016
FOR EMERGING COMPANIES & BRANDS
Tuesday, June 21st WELCOME TO DTC FOR EMERGING COMPANIES & BRANDS 9:00-9:15 IS DTC RIGHT FOR MY BRAND? 9:15-10:00 Jim Joseph, Chief Integrated Marketing Officer & President of the Americas, Cohn & Wolfe Launching a DTC campaign requires a lot of time, internal support, and proper planning. Before venturing down this path, you will need to determine if DTC is appropriate for your brand. Let marketing and branding expert Jim Joseph guide you in assessing what will – and won’t – work for your product. WHAT MARKET RESEARCH IS NECESSARY? 10:00-10:30 Fred Church, Vice President – Commercial Strategy & Forecasting, Ipsos Healthcare Market research is a crucial step in developing your DTC plan. But what do you need to know? Learn from market research leader Fred Church about the basics of designing a campaign – from the qualitative research to concept testing to simulated environments through ROI forecasting. NETWORKING BREAK 10:30-11:00 CRAFTING THE RIGHT CREATIVE STRATEGY & MESSAGE 11:00-11:45 Moderator: Jim Joseph, Chief Integrated Marketing Officer & President of the Americas, Cohn & Wolfe / Panelists: Bill Drummy, Founder & CEO, Heartbeat Ideas / Matthew Howes, SVP, Marketing Innovation, Palio / Additional panelists TBA Once you conduct the appropriate market research, you will have a better sense of what messaging will resonate with your consumer. But how do you decide on the right creative strategy? And what message will work best for your brand and its patients? Our panel of thought leaders will help you decide what you should incorporate or avoid to create a strong impact with consumers. PERFORMANCE METRICS 11:45-12:15 Crossix Executive TBD Developing methodologies and metrics will provide you with unbiased and actionable insights during the testing phase. How should you test market your advertising? Should you do a small test market area or would a simulated test market be more logical? These analytics will help you shape your brand’s image and messaging further before an official launch. LUNCH 12:15-1:15
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UNDERDOG BRANDS 1:15-1:45 Bill Drummy, Founder & CEO, Heartbeat Ideas With many disease state markets already in high competition, how do you enter the space? Just because you can’t outspend your more established competitors, doesn’t mean you can’t outsmart them. Sharing real-world cases and results, Bill Drummy retakes the stage to help you develop a philosophy that you will need to display to compete, as outlined by the “Five Underdog Behaviors”. THE ROLE OF THE INTERNET & SOCIAL MEDIA MARKETING 1:45-2:30 Moderator: Fabio Gratton, Co-Founder & CEO at CureClick, Sonic Health, inVibe, & Alchemy / Panelists: Wendy Blackburn, Executive Vice President, Intouch Solutions / Executive from Digitas Health LifeBrands / Additional panelists TBA With so much uncertainty still lingering around the internet and social media, many brands fear venturing into the arena. But remaining silent is often worse as not only are consumers still having conversations, but so may be your competitors. Our panel of digital authorities will help you navigate your way so you can provide your consumers with accurate and sought-after information. Furthermore, learn how to create a truly two-way communication, as intended with this media channel. DEMYSTIFYING MULTICHANNEL DTC PLANNING 2:30-3:15 Dorothy Wetzel, CEO, extrovertic Communications Consulting Consumer marketing, even in Pharma, used to be much easier. Shoot a TV ad; craft a CRM program and maybe throw in a celebrity media tour and you were done. Now with DTC TV under attack, consumer information seeking habits in flux and the explosion of communication options, planning a consumer marketing campaign can seem more challenging than ever before. But it doesn’t have to be. Learn to employ a variety of simple frameworks that, when used in combination, can help new to DTC marketers put together a creative and defensible consumer plan. NETWORKING BREAK 3:15-3:45 DTC LAUNCH CASE STUDY 3:45-4:15 TBD Drawing from an actual case study launch, learn what the brand team needed to do to conceptualize, develop, and launch their campaign. They will share what obstacles they faced, how they overcame them, as well as best practices learned along the way.
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AGENDA JUNE 21-22
WHAT IS REQUIRED INTERNALLY? 4:15-5:00 Moderator: Bob Ehrlich, CEO & Chairman, DTC Perspectives / Panelists TBA Getting internal buy-in can be tough. This panel discussion will answer the following questions as you shape up your case for a DTC launch and set management expectations: When should we begin DTC development? How soon before launch should DTC pre-planning begin? When and how will we pick an advertising agency? Who should lead the DTC effort internally? Do I need to hire a consumer marketer? NETWORKING COCKTAIL PARTY 5:00-6:00
Wednesday, June 22nd WELCOME TO DTC FOR EMERGING COMPANIES & BRANDS DAY 2 8:30-8:45 DTC AT THE POINT OF CARE 8:45-9:15 Josie Waters, Associate Principal, ZS Associates In addition to getting consumers to notice your brand, you also have the added challenge of getting them to ask for your brand from their healthcare professional. How do you inform and educate doctors of your DTC program? What can your brand do to add value to the ever-important doctorpatient dialogue? Learn how to aid and support both sides to improve patient health outcomes. SUCCESSFULLY NAVIGATING THE COMPLEX WORLD OF PATIENT COPAY PROGRAMS 9:15-9:45 Al Kenney, Founder, Alpha 1C With over $6 billion being spent on Patient Copay offset last year, these programs are now mainstream and an intricate part of every DTC pharma marketer’s portfolio. But constructing effective Copay programs involve much more than meets the eye. A lack of data and complex business rules can lead to poorly designed programs which fall short of objectives and exceed budget. Learn about best practices in the development of these programs and how to optimize your current brand’s program to generate the best results based on the brand’s specific objectives (e.g., higher incremental volume, increased adherence, and better ROI). SHOULD I CONSIDER MULTICULTURAL MARKETING AT LAUNCH? 9:45-10:15 Steve Millerman, President & Founder, EMCAY Over 1/3 of the US and some of the fastest growing consumer segments across therapeutic areas, the US multicultural market is more tech savvy, has a better promotional response and in some cases has a multi-billion dollar upside for an Rx brand. A traditional, “old school” DTC plan will
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FOR EMERGING COMPANIES & BRANDS miss the majority of this consumer base. With pharma overall still being behind other industries in this DTC space, being first to market is achievable and will almost guarantee a disproportionate share versus competition.
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KNOWING WHEN AND HOW TO UTILIZE CELEBRITY ENDORSERS 10:15-10:45 Bob Williams, Author of The Brand Agent and CEO/COO of Burns Entertainment Many brands utilize celebrities to help generate buzz for a brand and engage with consumers. Having worked with countless celebrities over the years, celebrity marketing expert Bob Williams will teach you how your healthcare brand can leverage celebrities to emotionally connect with consumers, propel your brand’s awareness, and produce record sales. NETWORKING BREAK 10:45-11:15 REGULATORY/LEGISLATION 11:15-11:45 Jim Davidson, Shareholder, Polsinelli DTC advertising is unlike any other sort of advertising from a regulatory standpoint. From the myriad of changing laws to the preclearance requirements from FDA to understanding what ads can and cannot contain, a great understanding of regulatory is essential to doing DTC. This presentation will provide a crash course in navigating this red tape. OPTIMIZING YOUR CAMPAIGNS 11:45-12:30 ROI Expert TBA DTC campaigns can be a significant investment. You want to ensure that your brand actually performs as you have prepared. How do you set DTC objectives for return on investment (ROI)? How do you measure results objectively? Learn ROI best practices to establish benchmarks, how to minimize waste, and how to continually optimize your investments. THE SHORT- AND LONG-TAIL OF MARKETING 12:30-1:00 Eric Talbot, Principal & Founder, Epiphany Insights, Inc. As with all brands, your campaign will experience a lifecycle. But do you know how long you should do DTC advertising? Should it be only during launch? How do I adjust my campaign throughout my product’s lifespan? Learn from strategy and analytics expert Eric Talbot about knowing when and how to evolve your campaigns as your brand ages.
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AGENDA JUNE 22
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Special Postconference Seminar for DTC for Emerging Companies & Brands Attendees-Additional Registration Required
DTC HEALTH TECHNOLOGY SEMINAR | JUNE 22 www.dtcperspectives.com/tech
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Learn how to use New Technologies to better Market Your Brand The latest for marketers in EHRs, Wearables, Apps, Games, and Telemedicine Small-group seminar (approximately 50 people) to facilitate discussion on your brand Attend just the seminar or add to your DTC for Emerging Companies & Brands Registration for a small fee • A special networking cocktail party after the seminar
Andaz HoteL
San diego, CA
SPEAKERS
Ashik Desai
Robert Palmer
Dan Chichester
Matthew Arnold Principal Analyst Decision Resources Group
“Essential Elements of Mobile Marketing”
EVP of Business Growth & Analytics ContextMedia: Health
“Play With Your Health”
“Wearables: Beyond the Worried Well, Beyond the Pill”
“How Innovation is Disrupting the Patient-Physician Conversation”
EVP, Managing Director Juice Pharma
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Chief Creative Officer LLNS
2/24/16 11:15 AM
PASS OPTIONS
REGULAR PASS INCLUDES ACCESS TO ALL SESSIONS, NETWORKING BREAKS, AND COCKTAIL PARTY
$1495 $1295 JUNE 22
Register by May 27th to receive $200 discount
FOR EMERGING COMPANIES & BRANDS
SILVER PASS
INCLUDES ACCESS TO ALL SESSIONS, NETWORKING BREAKS, COCKTAIL PARTY, AND INCLUDES ACCESS TO DTC HEALTH TECH SEMINAR
$1695 $1395 Register by May 27th to receive $300 discount
Sonesta HoteL
Philadelphia, PA
MULTICULTURAL HEALTH MARKETING NATIONAL OCT 25-26, 2016 www.mchnational.com
DTC FORUM ON TV AND PRINT OCT 27-28, 2016 www.dtcperspectives.com/forum Register by May 27th to receive $100 discount
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2/24/16 11:15 AM
Join the largest annual conference focused solely on direct-to-consumer Rx marketing
DTC-NATIONAL.COM
DTC NATIONAL CONFERENCE
APRIL 19-21, 2016 SHERATON BOSTON The DTC National is returning April 19-21, 2016 and will provide the latest insights, research and case studies on all aspects of DTC (direct-to-consumer) pharmaceutical marketing. Hundreds of industry members will participate at this thought-provoking and fun event – becoming better equipped for the future of consumer healthcare marketing.
2016 FEATURED SPEAKERS
DR. DAVID AGUS
Professor of Medicine and News Contributor University of Southern California and CBS News
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TOM ROGERS
Chairman of the Board TiVo, Inc.
DACIA HIBBERT Marketing Director ViiV Healthcare
MICHAEL SINKINSON
Assistant Professor, Business Economics and Public Policy The Wharton School, University of Pennsylvania
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FOR EMERGING COMPANIES & BRANDS
JUNE 21-22, 2016
Bill Drummy Heartbeat Ideas
Dorothy Wetzel extrovertic Communications Consulting
Jim Joseph Cohn & Wolfe
Jeri Thomas The Medicines Company
Jim Davidson Polsinelli
Fred Church Ipsos Healthcare
HOW TO REGISTER Interested in attending with a group of colleagues? Contact Scott Ehrlich at scott@dtcperspectives.com or by phone at 770-559-0702 for group registration options.
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Scan the QR code or visit us at dtcperspectives.com/ dtcwest 2/24/16 11:15 AM