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One day program on Oct 21:

Register by

September 3rd for

Maximum Savings!

Proudly Presents

4th

Annual

“Mobile Pharma”

Digital Pharma East

October 18-21, 2010 Hyatt at the Bellevue Philadelphia, PA

Be A Part Of

The Flagship Event That Started It All!

Our Faculty of Thought Leaders will include:

Bryan Vartabedian, MD Pediatric Gastroenterologist Texas Children’s Hospital Assistant Professor Baylor College of Medicine (Co-Chair)

Shwen Gwee Digital Strategy & Social Media Lead Vertex Pharmaceuticals (Co-Chair)

Doc Searls Co Author The Cluetrain Manifesto

Ian Morrison Futurist and Author HealthCare in the New Millennium

Ian Talmage Senior Vice President, Marketing Bayer Schering Pharma

Alisa Lask Executive Director Global Marketing BRISTOL-MYERS SQUIBB

Gigi Peterkin Associate Director of Interactive Media ASTRAZENECA

Bob Garfield Consultant; Columnist of 25 Years, ADVERTISING AGE Author, The Chaos Scenario

LILLY MEAD JOHNSOHN MEDIMMUNE TEVA SPECIALTY PHARMACEUTICALS

Other Featured Companies Include: ACORDA THERAPEUTICS

ASTRAZENECA

AMGEN

BAYER HEALTHCARE PHARMACEUTICALS

ANIMUS CORPORATION (a JOHNSON & JOHNSON Company)

BAUSCH & LOMB

CENTOCOR ORTHO BIOTECH DAIICHI SANKYO ESSENTIAL PHARMACEUTICALS

BOEHRINGER-INGELHEIM

JOHNSON & JOHNSON

Last year’s event was a sensation, earning

Top Five Reasons Why

Digital Pharma

Needs to Be on

Your Schedule:

overwhelming critical praise from attendees and industry media This remains the ONLY event of its kind to adopt “UNCONFERENCE” parameters into the framework of the event Over 1,000 Industry Professionals have attended Digital Pharma events since 2007!

The event’s four year history and global success attracts the most Pharma marketers, thereby maximizing your networking opportunities We have assembled the largest Digital faculty ever with over 60 speakers across 4 conference streams allowing you to tailor your own agenda!

Sponsors:

To Register

| Call 866-207-6528 | Or Visit

www.exlpharma.com/digitalpharmaeast


Mission Statement

Digital Pharma’s mission is to provide a groundbreaking, interactive forum for marketers and other relevant audiences to explore engagement of the online communications revolution.

Dear Colleague,

Digital Pharma East 2010

Advisory Board

Alisa Lask, Executive Director, Global Marketing, Virology, Bristol-Myers Squibb Andy Levitt, CEO, HealthTalker Ariff Quilli, Senior Vice President, Vibrant Media

Welcome to ExL’s 4th Annual Digital Pharma East! The event has expanded beyond the East Coast into a global series that includes conferences in Europe, the West Coast, and is coming to South America later this year (November 2010 in Buenos Aires). Digital Pharma is now a global series with our East Coast annual conference remaining its flagship event. This year we’ve once again assembled many of Pharma and healthcare’s most progressive thinkers and “do-ers” for a four-day event that will keep you up to date with the latest issues in new and social media, e-marketing, and other digital trends relevant to the industry. Additionally, we are also very pleased to introduce—for the first time—a physician co-chairing the proceedings. We believe this is representative of the evolving role of the MD in new/social media, and it highlights the importance of viewing healthcare from a holistic point of view. We trust this will add an exciting new dimension to the dialogue and perspective at this year’s conference. As Pharma continues to cultivate its presence online, regulation remains an active concern. We’ve addressed this with the inclusion of compelling content on this crucial area, such as a current look at the FDA’s latest activities regarding the regulation of Social Media. Last year, we experimented with the inclusion of certain “unconference” elements, receiving very positive feedback and support for continuing with this format, which encourages attendees to play an interactive, engaging, and highly participatory role. Because of this, we will strive to further expand the use of more unconference principles and practices at this year’s meeting. We’re very excited about this year’s program and we look forward to seeing you in Philadelphia this fall! Best Regards,

Shwen Gwee

Shwen Gwee, Digital Strategy & Social Media Lead, Vertex Pharmaceuticals Co-Chairman

Bryan Vartabedian

Bryan Vartabedian, MD, Pediatric Gastroenterologist, Texas Children’s Hospital, Assistant Professor, Baylor College of Medicine, Co-Chairman

Who Should Attend? Marketing Digital Marketing Brand Management Product Management

• Integrated Solutions • Advertising & Promotion • DTC Marketing • eDetailing

• • • •

Bryan Vartabedian, MD, Pediatric Gastroenterologist, Social Media Enthusiast (Co-Chair) Chris Campbell, Product Director, Digital Marketing, Animus Corporation, a J&J Company Debjani Deb, Managing Partner, Empower Research Eileen O’Brien, Director, Search & Innovation, Siren Interactive Ellen Hoenig Carlson, Founding Partner, AdvanceMarketWoRx LLC John Gardner, President and CEO, Integrative Logic Jonathan Richman, Director of Social Media, Bridge Worldwide Kevin Brown, Brand Leader Oncology Business Unit, Lilly Kevin Nalty, President, Nalts Consulting Lance Hill, CEO, Within3 Mark Miller, Senior Vice President, Strategic Services, Digitas Health Natalie Quilici, Associate Director, eMarketing, Women’s Healthcare, Bayer Healthcare Pharmaceuticals Phil Baumann, CEO, CareVocate Rich Riddle, Director of Marketing, Sensipar, Amgen Ryan Berger, Senior Marketing Manager, Amgen Shwen Gwee, Digital Strategy & Social Media Lead, Vertex Pharmaceuticals (Co-Chair) Steve Woodruff, President, Impactiviti Vrinda Deval, Director, Business Development & Sales, Empower Research Zoe Dunn, Principal, Zoe Digital Consulting

This program is also of interest to:

This conference is designed for pharmaceutical, biotechnology, specialty, generic, medical device, and other healthcare colleagues whose responsibilities include: • • • •

Brad Pendergraph, Manager, Multi Channel Marketing, Novartis

ePromotions eBusiness Information Technology Regulatory Affairs

Agencies, consultants, and organizations that specialize in Pharmaceutical Interactive Marketing

We are also very pleased to introduce— for the first time—a physician co-chair for Digital Pharma. We think that this is representative of the evolving role of the MD in new/social media and it highlights the importance of viewing healthcare from a holistic point of view. We hope that this adds an exciting new dimension to the dialog and perspective of this year’s meeting.

Page 2

To Register | Call 866-207-6528

|

Or Visit www.exlpharma.com/digitalpharmaeast


Get Digital Pharma Conference Materials In The Palm Of Your Hand With The

Digital Pharma Mobile App!

Mobile App provided by:

Mobile access to all the conference materials including: • Conference Agenda and Presentation Information • Speaker Bios • Networking Event Details

Official Mobile Partner of Digital Pharma

• Sponsor and Exhibitor Information • Registration Info • Hotel Information

You’ll receive download instructions upon registering!

Special Events

at Digital Pharma

One can see from this program that Digital Pharma provides a best in industry agenda featuring thought leaders from top pharma companies and agencies…but keep in mind that the event will feature the best networking opportunities you will find anywhere. These will include a series also of exciting events and receptions specially designed to help you meet the people you want to meet.

Networking Events Every Day Including:

hosted by:

October 20th, 2010

Unconference breaks down principles of con-

Networking Cocktail Reception

ventional meetings by fostering a collabora-

hosted by:

tive, non-didactic approach. In this new era of digital communication this structure is ap-

In addition there will be several private,

propriate and necessary. Come join us at this

invite-only breakfast, lunch and dinner meetings scheduled over the course of the 4 days. Be on the lookout for invitations!

year’s event and experience the elements of

If you are interested in hosting a cocktail reception or a breakfast, lunch or dinner meeting please contact Jayson Mercado at 212-400-6236 or jmercado@exlpharma.com

9:00 am - 12:00 pm

Digital Pharma East 2009 captured the imagthat adapted an Unconference format. The

Networking Cocktail Reception

October 21st, 2010

“Unconference”? ination of the industry by featuring sessions

October 19th, 2010

Breakfast Executive Roundtable

What is an

social media put into action - helping all participants become better communicators.

This half-day Executive Forum is an invitation-only opportunity to brainstorm solutions for current Digital Marketing and Communication challenges. Limited to 12 attendees, this industry-only working group will pre-select topics for focus from the following areas: social media, eCRM, integrated digital marketing techniques, alternative digital channels, etc. The session will run from 8:30 am to 12:30 pm.

Venue Information

Please email jmercado@exlpharma.com for your opportunity to be included in this special session!

Discover true grandeur, unrivaled style and service at our iconic downtown Philadelphia hotel. Situated on the famous Avenue of the Arts, Hyatt at The Bellevue (formerly Park Hyatt Philadelphia at the Bellevue) blends oldworld architecture with modern amenities. Unwind in our luxuriously oversized guestrooms with posh amenities. Allow our European-style, Concierge to personally recommend and make arrangements at top restaurants, shows and events. Dine at XIX (NINETEEN) atop our Philadelphia luxury hotel, with sweeping city views. Peruse worldclass shops within our landmark building. Work out in our remarkable 93,000 square foot health club. See why this elite Center City Philadelphia hotel has earned the Hyatt distinction.

Hyatt at The Bellevue 200 South Broad Street Philadelphia, PA 19102 US Phone: 215-982-4900 Fax: 215-982-4922

Reservations must be made before Friday, September 24th by calling 215-982-4900. Requests received after the reservation cut-off date may be accepted on a space available basis at the hotels prevailing rate.

Sponsorship & Exhibiting Opportunities

Do you want to spread the word about your organization’s solutions and services to potential clients who will be attending this event? Take advantage of the opportunity to exhibit, underwrite an educational session, host a networking event, or distribute promotional items to attendees. ExL Pharma will work closely with you to customize a package that will suit all of your needs. To learn more about these opportunities, please contact:

Jayson Mercado, Director of Business Development (212) 400-6236 | jmercado@exlpharma.com

To Register | Call 866-207-6528

|

Or Visit www.exlpharma.com/digitalpharmaeast

Page 3


Agenda

AT-A-GLANCE

Pre-Conference Workshop Day: Monday, October 18th, 2010 9:00

WORKSHOP A Using Web 2.0 in a Regulated Environment and Create Roadmaps for Social Media Implementation AMGEN

9:00

WORKSHOP B

Social Media: How to Do It: an AstraZeneca Case Study ASTRAZENECA

1:15

WORKSHOP D

12:00 Luncheon for Workshop Participants 1:15

WORKSHOP C

Going Mobile: Innovations & Best Practices EVEO

5:00

Workshops Conclude- End of Day One

• Research-Driven Insights “From Keywords to Content: Extend the Power of Search Branding” • Panel Discussion “Making the Case for Digital” • Round Table Discussion “Best Practices for In-text Advertising in Pharma- How Brands Are Engaging Users Through Content-Driven Advertising” VIBRANT

MAIN CONFERENCE – DAY ONE: Tuesday, October 19th, 2010 8:30 8:45 9:30 10:15 10:45 11:30 12:15

Co-Chairpersons’ Welcome Patient as Marketer Keynote Lessons from My Journey: From Marketer to Patient and Back Again BAYER SCHERING PHARMA PHYSICIAN KEYNOTE Twitter MD – What You Need to Know about Doctors and Social Media BAYLOR COLLEGE OF MEDICINE Networking & Refreshment Break Cluetrain Keynote How Can Buyer Reach Exceed Seller Grasp? Co-Author, THE CLUETRAIN MANIFESTO The Role Of Exceptional eMarketing From A Brand Leader Perspective LILLY Luncheon for Conference Attendees

Stream A

Stream B

Stream C

Stream D

1:30 Lessons Learned from Seven Years at Intel and How They Have Been Applied to My Work at Amgen AMGEN

1:30

M  inimizing Fulfillment And Adherence Challenges In An Ambulatory Setting Where Patients Have Multiple Provider Contacts AMGEN 2:15 HCP Panel Discussion: Mobile Messaging to Healthcare Providers (HCPs) PHYSICIANS INTERACTIVE

1:30 Pharma Twitterama II: Tweeting Under the Twinfluence :-) VERTEX PHARMACEUTICALS

1:30 A Panel of ePatients Discuss Key Issues that Affect their Lives, Relationships and Treatment

2:15 Six Steps to Becoming a Social Brand RAZORFISH HEALTH

2:15

3:00 Networking & Refreshment Break 3:30 Engagement for Niche Brands Collaborating with Patient Organizations and Establishing Trust with e-Patients SIREN INTERACTIVE 4:15 Engaging Physicians Through Online Social Media to Ensure Use and Interaction WITHIN3

3:00 Networking & Refreshment Break 3:30 What High School Politics Can Teach Us About Social Media DIGITAS HEALTH

3 :00 Networking & Refreshment Break 3:30 Exploring Online Advocacy for Childbearing Women, with an Emphasis on PatientCentered Care and Evidence-Based Practice LAMAZE INTERNATIONAL 4:15 Case Study: Developing a Digital Marketing Plan at a Start-Up Pharma Company ESSENTIAL PHARMACEUTICALS

5:00 “Talk Show” Style Interview With Dr. Berci Mesko and Mark Senak, SVP, Fleishman Hilliard

5:00 Panel: An Up to the Minute Q4 2010 Assessment of What Issues Remain in Pharma’s Use of Social Media

2:15 Enterprise 2.0 in Practice: True Stories of How Web 2.0 Can Help Your Internal Innovation Process 3:00 Networking & Refreshment Break 3:30 What Happens When I Get Home: How to Gain Buy-in and Adoption of eMarketing Strategies DAIICHI SANKYO 4:15 Panel: From Hype to Substance: Social Media as Just One Component of an Integrative Digital Marketing Plan 5:00

Unconference Session

5:45-7:00 PM

4:15 Ensuring Social Media Is Part Of An Integrated Marketing Campaign BOEHRINGER INGELHEIM

5:00

Quality Health Presentation

Unconference Session

Networking Cocktail Reception Hosted By HealthEd

MAIN CONFERENCE – DAY TWO: Tuesday, October 20th, 2010 Stream A

Stream B

Stream C

Stream D

8:45 Pharmdamonium: Pharma + Fandom: Understanding the Power of Fan Culture in Healthcare Marketing IOMEDIA 9:30 Enhancing Brand Effectiveness Using A Multi-Channel Approach CENTOCOR ORTHO BIOTECH

8:45 What Issues Impact Regulatory Decisions About Web And Electronic Promotion? GREYSCALE COMPLIANCE, JOHNSON & JOHNSON 9:30 Understanding the Changing Mindset for Pharma Marketers in Order to Put Your Own Programs in Perspective

8:45 Social Media Can Teach Us about the Patient Journey HEALTHED 9:30 Presentation By CADIENT GROUP

8:45 Social Media Research: Partner with Academia to Improve Outcomes NOVA SOUTHEASTERN UNIVERSITY 9:30 Panel: The Changing Landscape of Pharma/Physician Relationships

10:15 Networking & Refreshment Break

10:15 Networking & Refreshment Break

10:15 Networking & Refreshment Break

10:15 Networking & Refreshment Break

10:45 Unlocking The Hidden Secrets Of Your Data INTEGRATIVE LOGIC

10:45 “Unconference” Group Discussion: Where does Pharma Currently Stand With Regard to The Overall Legal and Regulatory Issues of Digital Marketing?

10:45 Lessons Learned in Digital Marketing at Animus, a J&J Company

10:45 Commitments Over Campaigns: Lessons Learned in eMarketing that Builds Relationships

11:30 Unconference Session This special concluding session will have the attendees sit around in a circle and have a frank conversation with no pre-planned agenda.

11:30 You Want to Talk About Your Product Where?? Strategies To Successfully Launch Social Media For Your Organization ASTRAZENECA

11:30 Creating Efficient Branding Campaigns Online While Maximizing ROI BRISTOL MYERS-SQUIBB

12:15 Luncheon for Conference Attendees – Special Address by Bob Garfield, ADVERTISING AGE Columnist and Author, The Chaos Scenario

Plenary Sessions Continue

1:30 Futurist Keynote The Future of the Healthcare Marketplace: Life in the Gap and Life in the Game – Ian Morrison PhD, Futurist & Author, HEALTHCARE IN THE NEW MILLENNIUM 2:15 Social CRM and Pharma’s Imperative to Engage ASTRAZENECA 3:00 Networking & Refreshment Break 3:30 The Professional Website’s Emerging Role As A Portal To A Larger Digital Experience ROSETTA 4:15 The Physician’s Perspective: Hear From One Of The Most “Wired” MDs In All Of Europe UNIVERSITY OF DEBRECHEN 5:00 Panel Discussion: A Discussion Of eMarketing as a Centralized Function And The Value The Group Brings To The Brand Teams 5:45-7:00 PM Networking Cocktail Reception Hosted By HealthCentral

MOBILE DAY: Wednesday, October 21st, 2010 8:45 9:00 10:30 11:00 11:45 12:15 1:30 2:15 3:00

MOBILE Pharma: ONE DAY CONFERENCE

Chairperson’s Welcome How Smart Is Your Phone: Leveraging Smartphones To Help With Patient Adherence BAYER HEALTHCARE PHARMACEUTICALS Networking & Refreshment Break Leveraging Mobile Applications To Extend Reach And Increase The Impact With HCPs ROSETTA The Revolution of Mobility Marketing MEAD JOHNSON Luncheon for Conference Attendees Consumers’ Use Of Mobile Is Rapidly On The Rise And is Increasingly Becoming A Central Part Of Their Everyday Lives-How Can This Power Be Harnessed In Your Communications Strategy? BOEHRINGER INGELHEIM How are Physicians Using Mobile Technology and How You Can Connect With Them in This Space Conclusion of Mobile Day

Page 4

To Register | Call 866-207-6528

|

Or Visit www.exlpharma.com/digitalpharmaeast


October 18, 2010

Pre-Conference Workshop Day

Workshop A 9:00

Using Web 2.0 in a Regulated Environment and Creating Roadmaps for Social Media Implementation Goal: Develop solutions to implement Web 2.0 for better patient care. In this workshop we will explore different models for implementing social media in a highly regulated environment - tapping the benefits of open patient interaction while recognizing the need for regulatory oversight. • Explore the promise of social media for patients and physicians • Dialogue: The regulatory challenges of social media for Pharma • Discuss models for managing social media •B  reakout Session: Teams of 6 create roadmaps for social media implementation and maintenance •Breakout Presentations and discussion Ryan Berger, Senior Marketing Manager, Amgen

Workshop B 9:00

Social Media: How to Do It: an AstraZeneca Case Study •B  est practices in building a social media program from the ground-up (30 min) o Getting started and knowing pharma’s operating environment o Considerations of social media in a heavily regulated environment o Internal, external ‘must-dos’ o It’s about engagement, not broadcasting - how to stay deliver what your audience expects in the social media environment o Trends, best practices •A  straZeneca Case Study (45 min) o Overview of model •Q  &A and Group Discussion (30 min) o P rompt with questions, such as what are biggest successes or challenges you’ve seen in social media? Any participants want to work-out from their own organization? • B reakout Exercise (45 min) o S mall groups create mock platform and present/discuss with group Gigi Peterkin, Associate Director of Interactive Media, AstraZeneca

10:30

30-Minute Networking and Refreshment Break

12:00

Luncheon for Workshop Participants

Workshop C 1:15

Going Mobile: Innovations & Best Practices In-depth mobile panel and workshop featuring industry leaders, brand managers and e-marketers. 1st session: • Latest mobile trends and landscape. • Learn how to make the most of mobile platforms with mobile strategy, mobile Apps, ipad Apps, mobile sites, mobile games and more 2nd session: • Best practices to insure a memorable launch of mobile programs • Hear case studies/success stories form industry leaders and client partners on mobile applications for patients, sales force and healthcare professionals Olivier Zitoun, Founder & CEO, EVEO

Workshop D 1:15 Vibrant, a world leader in contextual advertising solutions and next generation hyperlinks, is pleased to present a Master Class Workshop as part of the Digital Pharma East Conference. In partnership with leading industry experts, we’ve designed a highly interactive and informative Workshop around three core areas of focus: Research-Driven Insights “From Keywords to Content: Extend the Power of Search Branding” •G  ain insights into the hot topics of online search, branding and user-experiences from the industry-leading research house, comScore. •M  any brands are only utilizing search for direct response, and as a result, are missing out on strong branding opportunities. • S earch terms must go beyond core brand and product terms to make an emotional connection with the users. •B  rands must do more than refine their keyword strategy they must employ a solution that bridges the gap between search and display. • L eading brands showcase how they are extending the reach of their keyword targeted campaigns -- and making a true emotional branding connection with patients & caregivers.

Panel Discussion “Making the Case for Digital” • Understand why pharma advertisers need to rethink their media spend and embrace the digital ecosystem, this panel will tackle the following questions: • Has pharma adapted their media plans since last November’s FDA hearings to discuss the need for social media guidelines? What has changed? What has stayed the same? • Although pharma advertisers are slowly moving a portion of their traditional media dollars over to digital, are they doing it correctly? How are pharma companies moving the needle? • What kind of KPIs does digital need to prove it’s just as effective as television?

Presenters: Ariff Quli, SVP of Sales & Strategy, Health, VIBRANT Eli Goodman, Search Evangelist, comScore

Panelists: TBD, Panel to be comprised of Industry Leaders

2:45

30-Minute Networking & Refreshment Break

5:00

Workshops Conclude- End of Day One

To Register | Call 866-207-6528

|

Round Table Discussion “Best Practices for In-text Advertising in Pharma- How Brands Are Engaging Users Through Content-Driven Advertising” • Review recommended best practices to implement a more engaging, effective online advertising experience. Key themes include: • Custom Pharma Units: How Vibrant helped top pharma advertisers create units that specifically meet regulatory and legal requirements. • MLR Process: How Vibrant protects pharma advertisers from appearing within off label content and Vibrant’s success in achieving approval directly from legal & regulatory boards • Keyword Strategy: How reaching your audience via in text within content is different than search and how the strategy must change respectively. Discussions Led by: Ariff Quli, SVP of Sales & Strategy, Health, Vibrant Michael Frick, Director of Sales, Health, Vibrant Rachel Gordon, Sales Manager, Health, Vibrant

Or Visit www.exlpharma.com/digitalpharmaeast

Page 5


Day One

1 8:30

8:45

October 19, 2010

Co-Chairpersons’ Welcome Bryan Vartabedian, MD, Pediatric Gastroenterologist, Texas Children’s Hospital Assistant Professor, Baylor College of Medicine

Main Conference Begins

Shwen Gwee Digital Strategy & Social Media Lead Vertex Pharmaceuticals

Patient as Marketer Keynote: Lessons from My Journey: From Marketer to Patient and Back Again •H  ow being a cancer survivor has forever changed the way I think as a communicator • Why social media is so unique, and why we must ask strategic questions as well as tactical ones • Why marketers cannot view the online conversation as only a tool in a one-way messaging program • Is social media a means to an end or an end in itself? Are these channels as novel as we believe? • P harma should be seen as an active listener in social media, not as an eavesdropper • P harma needs to act in this new world of communication rather than just talk Ian Talmage, Senior Vice President, Marketing, Bayer Schering Pharma

9:30 Physician Keynote: Twitter MD – What You Need to Know About Doctors and Social Media A thought-provoking presentation that introduces the emerging role of social media in the lives of physicians - from what they’re doing to how you can reach them. Twitter MD will help you understand the challenges and opportunities of this elusive market. •H  ow patient empowerment and health 2.0 are redefining the MD • Everything you wanted to know about physician-only networks but were afraid to ask • Why MDs are slow to engage in the social space • Effective strategies for engaging MDs ‘in the wild’ Bryan Vartabedian, MD, Pediatric Gastroenterologist, Texas Children’s Hospital, Assistant Professor, Baylor College of Medicine (Co-Chair) 10:15

Networking & Refreshment Break

10:45

Cluetrain Keynote: How Can Buyer Reach Exceed Seller Grasp? How Can Buyer Reach Exceed Seller Grasp? The Cluetrain Manifesto is best known for its first thesis, “Markets are conversations,” which Doc Searls wrote. But Doc still believes Cluetrain’s most important claim is the “one clue” that precedes all 95 theses, and was written by Chris Locke. It says, “We are not seats or eyeballs or end users or consumers. We are human beings and our reach exceeds your grasp. Deal with it.” Doc believes, however, that buyer reach still does not exceed seller grasp -- and won’t until buyers become fully independent of sellers. This means buyers will need their own tools of engagement, their own ways of expressing preferences, their own “terms of service” and their own means for asserting demand for products and services -- all in ways that don’t yield private information or feed seller’s promotional guesswork mills. For the last four years, an international group of developers have been working on these tools for buyers, led by Doc and ProjectVRM at Harvard’s Berkman Center for Internet & Society. Some of these tools are coming to market in the next year. In his talk, Doc discusses: What’s still not “conversational” in today’s markets, and describe how these new tools will make Cluetrain’s first claim real. Raise a number of questions for participants to discuss in the conference’s open session -- and invite more as well How markets are still not conversations Why “loyalty programs” are exercises in self delusion for sellers Doc Searls, Co-Author, The Cluetrain Manifesto

11:30 The Role of Exceptional eMarketing From a Brand Leader Perspective Within Pharma the speaker has seen eMarketing from many perspectives. This background provides a unique perspective on the role of exceptional eMktg from a brand perspective. Where does it fit into the broader perspective of the marketing mix, and how can eMarketing and an eMarketer (whether on the brand team or as a trusted agency partner) provide the most value to a brand? Provide the proper perspective of how eMarketing fits within the entire marketing mix of a brand • How digital is at the heart of and intertwined with everything we do, even the way the sales force delivers messages With digital becoming pervasive across brand marketing, what can an eMarketer do to bring exceptional value to a brand? • Inform marketing mix decisions (bring ROI, even if it includes assumptions and proxies) • Be a force for integration across channels, be the innovator -- find some opportunities to beat the competition to the next cool tool -- but always be undergirded by the brand strat•H  elp the Brand Leader understand that different tools have different purposes (paid search egy and key objectives vs. banners) Kevin Brown, Brand Leader, Oncology Business Unit, LILLY 12:15

Luncheon for Conference Attendees

Stream A 1:30 Lessons Learned from Seven Years at Intel and How They Have Been Applied to My Work at Amgen Goal: Explore the success of innovation in HighTech and how Pharma can capitalize on those lessons. Ryan spent 20 years harnessing the power of information technology before deciding to focus his experience on improving patient care. In this discussion we will explore the lessons of the High-Tech industry and look for opportunities to apply those lessons in Digital Pharma. • The rise of High Tech - a comparison of industry financials and impacts • What are the similarities between the two industries? •H  ow they both bring about dramatic improvements for society • What is different between the two industries? • Technology lifecycle is unique within High-Tech and Pharma • Information technology: even shorter technology cycles • Relative competition, risks of failure and regulation • What can we learn from this comparison? • What are the opportunities and challenges? • Who will be successful and how will they achieve success? Ryan Berger, Senior Marketing Manager, AMGEN

Page 6

2:15 Enterprise 2.0 in Practice: Sharing True Stories of How Web 2.0 Can Help Your Internal Innovation Process • Get some background information about Enterprise 2.0 and why we think it will revolutionize working. • Learn from the people involved how they experienced the process of Internal Social Innovation and the use of social media tools. • See some Enterprise 2.0 tools in action such as our blog, podcast and wiki, learn from our successes and our mistakes. 3:00

4:15 Panel: From Hype to Substance: Social Media as Just One Component of an Integrative Digital Marketing Plan • Discuss how social media is often not the focal point of the marketing strategy, but rather only a supporting tool • Has the social media groundswell actually impacted allocation of budgets? • Are there instances where social media has been scaled back? If so, why? Moderated by: Gigi Peterkin, Associate Director, Interactive Media, AstraZeneca Panelists Lauren Sabella, Executive Vice President, Acorda Therapeutics Jennifer Mcilvaine, Consumer Marketing Manager, ASTRAZENECA Kevin Brown, Brand Leader, Oncology Business Unit, LILLY Carly Kuper, Director, Communications, DIGITAS HEALTH Andy Levitt, CEO, HEALTHTALKER

Networking & Refreshment Break

3:30 What Happens When I Get Home: How to Gain Buy-in and Adoption of eMarketing Strategies Year after year, leaders in digital Pharma marketing get together to discuss emerging media, new trends and innovative case studies. Yet every year the same topic remains at the top of the pile: Why can’t we get management engaged to do more? In this session we discuss ideas about: • How to make eMarketing programs that matter • Gaining traction with brand leadership • Changing perspectives about media Brent Rose, Senior Marketing Manager, DAIICHI SANKYO

To Register | Call 866-207-6528

|

5:00

Unconference Session

5:45 Conclusion of Day One & Cocktail Reception hosted by:

Or Visit www.exlpharma.com/digitalpharmaeast


Day One

1

October 19, 2010

Main Conference Continues

Stream B 1:30

3:30 Engagement for Niche Brands - Collaborating with Patient Organizations and Establishing Trust with e-Patients • Learn how by engaging communities of patients and patient advocacy groups, pharma marketers are discovering new information about the need for these patients take control of their illnesses and treatment options • Explore how niche product marketers have learned that understanding and assisting a better educated patient will promote better drug adherence and higher quality of life • Discuss how educating patients builds loyalty with those companies that demonstrate a desire to know what really matters to their patient populations

 inimizing Fulfillment and Adherence M Challenges In an Ambulatory Setting Where Patients Have Multiple Provider Contacts Key Points: • Transformation from Total Office Call focus to Patient Focus –At Amgen we have a program that focuses on both the physician’s office and the patient using new technologies •D  iscuss why the root issue with many unfilled prescriptions and adherence is at the pharmacy or with the patient •B  uild programs with redundancy – Any one program has some success, so the key to minimizing certain leakages is to create multiple programs/ messages to create redundancy to ultimately minimize the issue you’re addressing •D  evelop initiatives using available technology that have broad scope (impact) – Another key to success is to identify programs that have broad scope vs. creating many similar programs that have limited contact This presentation will start with an overview of the issues and challenges around fulfillment and adherence. The speaker will then provide a specific example of the challenges faced with a product used by dialysis patients.

Wendy White, President & Founder, SIREN INTERACTIVE 4:15

Rich Riddle, Director of Marketing, Sensipar, AMGEN 2:15 HCP Panel Discussion: Mobile Messaging to Healthcare Providers (HCPs) A panel of healthcare providers will discuss: • Ways that mobile devices impact their clinical workflow, and in turn, help them provide better care for their patients •H  ow with a wealth of mobile tools and resources available, life sciences can use the mobile channels to provide value to HCPs

Lance Hill, CEO, WITHIN3

5:45

 onclusion of Day One & C Cocktail Reception hosted by:

“Digital Pharma has become the hallmark of events for pharma marketers. If one wants to find out what is happening on the cutting edge of digital marketing in this industry they need look no further than this special conference. Digital Pharma is willing to do things differently in order to deliver the most dynamic environment for coming together to learn how to be better communicators and listeners in this new age.” - Kelly Little, Deputy Director, Global eMarketing, Bayer Healthcare Pharmaceuticals

Moderator: Devin Paullin, EVP of Corporate Business Development, Physicians Interactive 3:00

 ngaging Physicians Through Online Social E Media to Ensure Use and Interaction Social networking and social media has become a powerful and nearly universal element in online communication. According to Manhattan Research, 70% of physicians want pharmaceutical firms to engage them on line and 60% of physicians either use or are interested in using physician social networks. Learn how you can get started engaging with physicians online. • What are the regulatory guidelines to consider? • What works and what does not? • Ensure Physician use and interaction through context and content • Measure for success in a 2.0 world

5:00 “Talk Show” Style Interview With Dr. Berci Mesko and Mark Senak, SVP, Fleishman Hilliard Hear an informal and inspiring conversation between two of the most innovative minds in all of healthcare communications. Topics will include: • The social media experience in medicine is all over the map.  Some institutions are inhibited by regulatory concerns, others by legal.  Doctors and patients are moving ahead.   Will it ever all even out and if so, how? • Physicians have really embraced mobile platforms – but the apps that they seem to be embracing seem aimed at helping them either learn, or talk to each other.  Are they primarily communicating with patients or with each other? Isn’t it possible that social media platforms could overload a physician as he tries to communicate with multiple patients? • Berci has been a pioneer in the use of virtual platforms to train physicians and to hold conferences.  Describe the experience, the platforms and whether or not this is something that can become more widespread. • How do you see the eventual development of the semantic web changing the current course of social media and medicine?  • Discuss digital literacy in medical education and online content curation (i.e.Webicina) Berci Mesko, MD, University of Debrechen (Hungary), Founder of Webicina Mark Senak, Senior Vice President, FLEISHMAN HILLIARD Author, EyeonFDA Blog

Networking & Refreshment Break

Stream C 3:30 What High School Politics Can Teach Us About Social Media It’s your first day at a new high school. You want other kids to like you and talk to you. You see a group standing together, and you walk up to join the conversation. Now, there are several ways you could do this, but only one of them will be beneficial for your social life. You could walk up to the group without introducing yourself, start talking about a topic that’s not relevant to them or the conversation already taking place, refuse to respond to any comments or questions, and then ask them to be your fan. Seems silly, right? There are a slew of brands out there, and a disproportionate number in the pharmaceutical sphere that have exhibited this precise behavior and then been surprised at the backlash in social media or the lack of fan requests and followers. In this presentation, Bruce Grant will discuss ways to meaningfully connect with your audience using social media, including: • Avoiding common mistakes • To Tweet or not to Tweet • The importance of listening • How to tell if it’s really AE reporting • How to be part of the conversation – which is already happening

1:30 Pharma Twitterama II: Tweeting Under the Twinfluence :-) • This session will provide an update to the original “Pharma Twitterama” webinar (summer ’09). It will offer a general overview of current uses of Twitter in the healthcare space and a look at some creative uses of Twitter by Pharma/biotech organizations. • Additionally, the session will also feature a current in-depth Twitter analysis for various pharma companies (provided by WhyDotPharma.com) and metrics around their “social media influence/ engagement” •H  ear a case study for launching Twitter within a Pharma environment which will also be presented Shwen Gwee, Digital Strategy & Social Media Lead, VERTEX PHARMACEUTICALS (Co-Chair) 2:15

Six Steps to Becoming a Social Brand What’s the biggest unknown for marketers today? Social Media. And in healthcare, the question isn’t whether to participate socially, but how. This presentation will analyze six tactics Pharma marketers can employ to better align their company and brands with the social consumer: 1. Behaviorally-focused account planning 2. Content strategy and creation 3. User experience design driven by customer insight 4. Deep technological expertise 5. Interactive media design 6. Real-time data analytics

Bruce Grant, Senior Vice President, Business Strategy, DIGITAS HEALTH 4:15 Ensuring Social Media Is Part of an Integrated Marketing Campaign • Recognizing why social media gets so much attention even though it still only comprises a fraction of marketing budgets • An overview of how social media is integrating with print, TV, email and RM programs

Katy Thorbahn, General Manager, Razorfish Health 3:00

Networking & Refreshment Break

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• Case studies of how BI is turning SM into a real marketing tool that delivers real substance and complements other channels Melissa Bojorquez, eChannel Marketing, BOEHRINGER INGELHEIM 5:00 Panel – An Up-to-the-Minute Q4 2010 Assessment of What Issues Remain in Pharma’s Use of Social Media Topics to be explored include: • Humanizing the interactions and thus increasing trust levels • Patient voices online have become advocates and educators • Should Pharma think of it as SM Monitoring or Listening, and how the answer can shape the way you relate to your key stakeholders • Why it is essential to proceed at your organizational pace • Look at specific tools in the social media age, observing how patients, physicians and businesses in all industries use blogs, social networking, Twitter, Youtube and other new media tools and develop best practices for their use • People do not live “on label”: why Pharma must adapt to social media and be able to engage even when the conversation does not follow “the plan” • Monitoring Adverse Events in Social Media for Pharma’s Biggest Brands: Hopeless Task or Simple Project? Kevin O’Brien, Director of Marketing, eBusiness, CENTOCOR ORTHO BIOTECH Brent Rose, Senior Marketing Manager, DAIICHI SANKYO Melissa Bojorquez, eChannel Marketing, BOEHRINGER INGELHEIM Sheli Gupta, Managing Partner, Knowledgent GROUP 5:45 Conclusion of Day One & Cocktail Reception hosted by:

Or Visit www.exlpharma.com/digitalpharmaeast

Page 7


Day One

1

October 19, 2010

Main Conference Continues

Stream D 1:30 Members of the ePatient Community Discuss Key Issues that Affect their Lives, Relationships and Treatment • Patients are not willing consumers: How Do ePatients Want to be communicated with? • What Factors are Changing How ePatients Communicate and Disseminate/Receive Information? • What does the Future Hold for these Communities? • Discuss the increasing online collaboration between physicians and patients and what this means for pharma • How the internet is creating an environment where patients can not only share health information but socialize around it and inspire each other with the power of knowledge Featuring: Gilles Frydman, President & Founder at ACOR (Association of Cancer Online Resources) Kenneth D. Youner MD, Kidney Cancer Survivor Medical Director, ACTION TO CURE KIDNEY CANCER, Blogger: Drkenbattleskidneycancer.com Allison Blass, Patient Blogger and Diabetes Activist, www.lemonadelife.com, Associate - Social Media at WeissComm Partners

2:15 Quality Health abstract will be posted on the website: www.exlpharma.com/digitalpharmaeast 3:00

Networking & Refreshment Break

3:30 Exploring Online Advocacy for Childbearing Women, with an Emphasis on PatientCentered Care and Evidence-Based Practice What if we could help a large population of highly motivated, influential healthcare consumers become savvy, empowered, and engaged in their care? What if transforming the way these consumers participated in their care could reduce the burden of one of the most costly conditions in our health care system and improve the health of millions of people each year? About 4.5 million women in the United States will give birth the next year, and maternity care represents one of the largest segments of the U.S. healthcare system. Engaging women in their own healthcare in pregnancy and birth could have major implications on quality improvement and cost containment. Childbearing women are an ideal population to adopt innovative participatory health care tools, because they’re already online and highly connected in social networks. This session will discuss: • Overview of strengths, weaknesses and opportunities in U.S. maternity care • Overview of the maternity care consumer movement • Trends in use of internet and social technologies among childbearing women and their advocates

Day Two

2

• Case examples of consumer innovation to correct critical safety gaps and inefficiencies in maternity care • Implications for the pharmaceutical marketing and post-marketing surveillance Amy Romano, Perinatal Research and Advocacy Consultant, LAMAZE INTERNATIONAL Author: Science & Sensibility Blog 4:15 Case Study: Developing a Digital Marketing Plan at a Start-Up Pharma Company • Telling the story of Essential’s CUSTODIOL® HTK Solution (indicated for perfusion and flushing of donor organs) and how we are using the internet to reach out and strengthen our place in the donor community • How did Essential Pharma map out its e-Strategy from the ground up? • Why a digital strategy is so important in a small treatment community • How a successful eMarketing plan can make a small pharma company look “big” Allan Weber, CEO, ESSENTIAL PHARMACEUTICALS Denise Weber, Marketing Manager, ESSENTIAL PHARMACEUTICALS 5:00

Unconference Session

5:45 Conclusion of Day One & Cocktail Reception hosted by:

October 20, 2010

Main Conference Continues

Stream A 8:45

Pharmdamonium: Pharma + Fandom Understanding the Power of Fan Culture in Healthcare Marketing • Embracing and understanding Fan Culture. • New technology platforms and social media have created fertile ground for fans to communicate and build robust communities. How can Healthcare leverage fan theory online? • Are you treating your patients and professionals like fans? Are you providing them a portal and tools that generate trust, understanding and most importantly, results? Christine Armstrong, VP/Creative DirectorHealthcare, IOMEDIA

9:30 Enhancing Brand Effectiveness Using a Multi-Channel Approach • How do we integrate traditional and digital marketing to maximize campaign objectives? • Understanding reach & customer preference • How do we rationalize marketing mix components? • Sequencing delivery to maximize effectiveness • Creating exponential noise • Getting internal and external partners on board • Capturing learnings & evolving the campaign

• Predicting results, managing failure & communicating success • Share best practices- Group Discussion

• Data can unlock the secret of reaching your consumers in memorable, relevant ways without creating more clutter in their lives. • While there is no tactical “magic bullet” when it comes to creating brand loyalty, data is the strategic “magic bullet” for creating that loyalty. Data tells us that our client’s mom users who are juggling three kids and a busy schedule prefer to receive their brand information while on the go, on the way to soccer practice and dentist appointments, while the over-55 crowd prefers to receive their brand information through direct mail.

Bill Jenkinson, Product Director, CENTOCOR ORTHO BIOTECH Kevin O’Brien, Director of Marketing, eBusiness, CENTOCOR ORTHO BIOTECH 10:15

Networking & Refreshment Break

10:45 Unlocking the Hidden Secrets of Your Data • There is a reason some marketing campaigns have failed and others have been wildly successful. It has nothing to do with who has the flashiest banner ads. It has to do with who is best at following the data. • It has always been generally accepted that the reason to store consumer data was because there is valuable information implicitly coded within. In the age of personalization this data becomes more important for marketers to leverage than ever before. • Consumers are looking to connect with brands more than ever before through e-mail, social networks and mobile applications. They want their brands to be there for them when they need them.

John Gardner, President & CEO, Integrative Logic 11:30 Creating Efficient Branding Campaigns Online While Maximizing ROI • What are the key differences and how are they intertwined: “direct response” vs. “brand marketing” •C  an we close the gap and measure online brand advertising ROI? • Can we directly attribute sales lift or brand lift to the online campaign? Alisa Lask, Executive Director Global Marketing, Virology, BRISTOL-MYERS SQUIBB 12:15

Page 8

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Luncheon for Conference Attendees

Or Visit www.exlpharma.com/digitalpharmaeast


Day Two

2

October 20, 2010

Main Conference Continues

Stream B 8:45 What Issues Impact Regulatory Decisions About Web and Electronic Promotion? Medical product manufacturers have an increasing interest in social media. The interest is driven by both marketing opportunities and, at times, the need to protect and enhance the corporate reputation and promote accurate and useful medical education and dialogue. Like any other communication vehicle, social media participation can expose companies to regulatory, legal, and even public relations liabilities. • What can companies do to participate in the new media space? •H  ow do you successfully approach your companies with new ideas but be sensitive to the regulatory and legal issues? •O  ne year later: What has happened since the FDA hearings on social media?

• What does 2011 hold in store? • Does FDA have bigger issues than social media guidance to deal with? Glenn Byrd, Director, Regulatory Affairs at MEDIMMUNE John Murray, President, GREYSCALE COMPLIANCE Amit Patel, Associate Director, Regulatory Advertising & Promotion, JOHNSON & JOHNSON 9:30 Understanding the Changing Mindset for Pharma Marketers in Order to Put Your Own Programs in Perspective • In Digital, it is tough to measure ROI on any singular tactic • Thinking about Digital as Web, Mobile, Display, Community and CRM • Marketing and PR Divide is Disappearing-Agencies and Professionals Need to Shift their Mindset

10:15

Networking & Refreshment Break

10:45 “Unconference” Group Discussion: Where Does Pharma Currently Stand With Regard to the Overall Legal and Regulatory Issues of Digital Marketing? • How are legal and regulatory concerns over social media being treated within the context of the whole digital strategy? • Is social media a separate entity from the rest of a digital strategy when looking at legal and regulatory? • What have been some of the specific challenges faced by marketers in this area?

12:15

Luncheon for Conference Attendees

Stream C 8:45 Social Media Can Teach Us About the Patient Journey Healthcare consumers are flocking to the Web to post about their experiences with a given disease and the treatments they hope will help fight it. State-of-the-art search software is available to capture and process these conversations, meaning Pharma has access to a wealth of consumer dialogues. Yet ‘listening’ to patients doesn’t mean we’re hearing them. Jeff Greene and Susan Eno Collins will present findings from a mining effort of thousands of online conversations about a specific disease-state, along with the implications for brands across every disease category. Jeff and Susan will use this example to answer questions about: • What is the patient journey and how can it inform communications planning for pharma brands? •H  ow can online conversations help us understand the patient journey for a given disease? •What are some common barriers to treatment, and how did we find them on the Web? • How can brands identify knowledge gaps or myths and address them through patient education?

9:30 Topic: Using Digital to Solve Business Challenges Doesn’t Mean a Brand Website The principles and best practices of digital marketing are rooted in customer centricity, green marketing, and quality user experience. By applying these principles to traditional business challenges along a product’s lifecycle you can deliver more efficient programs, more engaging experiences, and more successful outcomes. Topics include: • Social, mobile, customer centric and green marketing trends that are powering good digital • Digital principles applied to nontraditional areas of the lifecycle from research to expiry • How to do more with less and have better outcomes • How to leverage these principles for incremental innovation

10:15

Presented by:

11:30

12:15

Hear the story of how, over the past decade, Garfield has famously and presciently chronicled the digital revolution, culminating in his landmark 2009 book, The Chaos Scenario, Bob Garfield is not content to chronicle the ruinous disintegration of traditional media and marketing. In this address; • Hear Garfield engage the audience to discuss solutions. • Explore what answers exist for all institutions who wish to survive and thrive in a digitally connected, Post-Media Age • Hear from the most prominent commentator and analyst of advertising and marketing who has ever lived Bob Garfield, Columnist of 25 Years, ADVERTISING AGE, Author, The Chaos Scenario

Unconference Session Digital Pharma is leading the way in the industry by incorporating “Unconference” ideas into the framework of the event. The traditional format of having speakers talk at the audience for 40 minutes followed by an uninspired, brief Q&A is over! People simply do not communicate that way anymore. Openness, collaboration, listening before talking—attendees will learn how to bring these concepts into their communications in both theory and practice—by learning from the best practices of peers and by sharing and listening within this new format. This special concluding session will have the attendees sit around in a circle and have a frank conversation with no pre-planned agenda. What topics will be discussed? We don’t know either…come join us and find out!

Networking & Refreshment Break

10:45 Lessons Learned in Digital Marketing at Animus, a J&J Company • The power of digital marketing for #2 competitors • Device marketing can be DTC, if appropriate • The power of social media & what should our role be as manufactures • Importance of “listening” prior to jumping in

Susan Eno Collins, SVP, Health Education Research and Development, HealthEd

Special Luncheon Address

Chris Campbell, Product Director, Digital Marketing, ANIMUS CORPORATION, (a JOHNSON & JOHNSON Company)

Speaker: Will Reese, Chief Innovation Officer, CADIENT GROUP

Jeff Greene, Director of Strategic Services, Social Media, HealthEd

1:00-1:30

• The power of relationships – get to know your bloggers • Lessons Learned: PumpTri.com • Measure everything, because you can

Luncheon for Conference Attendees

The October 20th luncheon will feature a special keynote address from the inimitable Bob Garfield. Garfield is the most renowned advertising critic of all time, writing his famous column for Advertising Age for more than 25 years. In this address he will discuss concepts about the post media age from his book, The Chaos Scenario.

“You know how everyone wants to claim that they were physically present for earth-shattering historical events? Well, in 20 years or so, pharma people across the globe will all claim that “I was there!” for Digital Pharma 2009. OK, that’s a bit of hyperbole. But I WAS there this week, and so it’s time for a re-cap. Was it earth-shatteringly historic? Perhaps not. But did we move outside of the normal pharma conference comfort zones? Yes, I believe we did....The highlight of the entire conference, however, was the true unconference Town Hall session at the end of the third day. This session was so lively that it carried right through the scheduled next session, which was folded in. This session validated the entire approach - we moved through the event, by baby steps, into a growing comfort level with greater informality, and this final gathering showed that we can do “unconference”, even in pharma (note: I was there!)” - Steve Woodruff, President, IMPACTIVITI, Author, Impactiviti Blog

To Register | Call 866-207-6528

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Page 9


Day Two

2

October 20, 2010

Main Conference Continues

Stream D 8:45 Social Media Research: Partner with Academia to Improve Outcomes Dr. Kevin Clauson leads a workshop facilitated by an interactive audience response system, featuring presentation, moderated discussion, and breakout sessions. • E xplore partnered research conducted in digital spaces to address FDA/DDMAC concerns about social media promotion • E valuate comprehension and readability of Twitter-length and Web 2.0 abbreviated medication labeling • Investigate the emergence of pharmacovigilance 2.0, the legal duty to warn, and regulatory aspects for pharma in the age of social media •D  ebunk myths about the use of social media by Silver Surfers (Defined as: An adult, generally 50 years of age or older, who frequently surfs the Web and spends time online) •D  iscuss how social media can help combat healthcare disparities • S ummarize how social media is changing the delivery of healthcare Dr. Kevin Clauson, Associate Professor, College of Pharmacy – Department of Pharmacy Practice, Adjunct Associate Professor, College of Osteopathic Medicine – Biomedical Informatics Program, NOVA SOUTHEASTERN UNIVERSITY

9:30 Panel – The Changing Landscape of Pharma/ Physician Relationships • In what scenarios, do you believe (or have you seen) physicians WILL  engage in industry-sponsored or driven social media activities?  Is there a place for industry to participate in physician social media? • With other technologies making their way into the regular physician workflow (such as eRx and EMR), what opportunities exist for industry to get their message to the customer via these systems? • Would you have different expectations from an on demand rep versus the feet on the street rep? • Outside of policy-driven decisions, how do you see physicians interacting with industry in the next 3-5 years?  Are there any radical changes and if so what would they be? • What role does physician-level (marketing) data play in the future of the relationship? • What does industry need to change to prepare for this future relationship? • How to integrate social media platforms into physician workflow • Social media platforms as a supplement for pharma education • How can integrate pharma, social media, and EMR into the ideal physician clinical dashboard • How to address barriers to physician social media adoption like privacy, security, liability, etc. Featuring: Scott Ellis, Director of New Products, TEVA SPECIALTY PHARMACEUTICALS Quang Pham, CEO, LATHIAN HEALTH Michael Sevilla MD, Family Physician & Social Media Enthusiast, FAMILY PRACTICE CENTER OF SALEM, OHIO

10:45 Panel – Commitments Over Campaigns: Lessons Learned in eMarketing that Builds Relationships • How an eMarketing commitment that is built on strategy and a deep knowledge of an audience, while firmly keeping the marketing objectives in mind, can be extremely powerful • Why an eMarketing commitment must effectively use the internet as a platform, a ‘jumping off ’ point to create value and relationships • How your presence should be a means to speak specifically to marketers’ targets and create twoway value, is one that can succeed beyond many marketers expectations

10:15

12:15

Networking & Refreshment Break

Panelists: Zoe Dunn, Principal, ZOE DIGITAL CONSULTING Bill Jenkinson, Product Director, CENTOCOR ORTHO BIOTECH Alisa Lask, Executive Director Global Marketing, Virology, BRISTOL-MYERS SQUIBB 11:30 You Want to Talk About Your Product Where?? Strategies To Successfully Launch Social Media For Your Organization • What steps can you take to get buy-in from various groups within your organization to launch social media activities? • What kinds of things will throw up red-flags? • Not all social media channels are created equal… don’t try to make them so • Do I have to crawl before I run in social media?  Blair Hains, Director, Brand Corporate Affairs, ASTRAZENECA Luncheon for Conference Attendees

Plenary Sessions Continue 1:30 FUTURIST KEYNOTE – The Future of the Healthcare Marketplace: Life in the Gap and Life in the Game With the historic passage of healthcare reform legislation, the American healthcare system looks to the future. The full impact of the new legislation will not be felt until 2014 and beyond, but in the meantime, all healthcare stakeholders must deal with “life in the game” before new provisions are implemented. At the same time, all healthcare stakeholders must prepare for the new emerging reality of healthcare reform and try to determine what “life in the game” will be like in a reformed system in 2014 and beyond. This address covers the following: • Ways that the transformation in healthcare will affect payers, providers and patients alike, and will change how bio-pharmaceutical companies interact with stakeholders. • The political, economic, technological and strategic context of change in healthcare -describe the possible scenarios we face and examine how the various actors are preparing for the future. It will identify the opportunities and challenges for digital marketers in the pharmaceutical industry and provide insights on how they can flourish in the future Ian Morrison PhD, Futurist & Author, HEALTHCARE IN THE NEW MILLENNIUM 2:15

S ocial CRM and Pharma’s Imperative to Engage • What is social CRM • Overview • Why social CRM matters • The importance of social CRM to companies • F ocus on why social CRM is especially to important to healthcare and pharmaceutical companies

• How to incorporate social CRM into digital, traditional communications • Share building blocks of social CRM programming • Identify and discuss challenges unique to pharmaceutical companies • Reinforce key principles of transparency, consistency and reminders that companies are in the business of patient health

• The business case for sustained social CRM • E ngagement with key audiences drives trust, purchases, and recommendations •C  onversation and feedback to create a dialogue about your company and product •R  esearch insights into key demographics to inform business •K  ey to successful engagement is continuous evolution

Earl Whipple, Senior Director of Business and Digital Communications, Astrazeneca 3:00

Networking & Refreshment Break

3:30 The Professional Website’s Emerging Role as a Portal To a Larger Digital Experience Traditionally, a brand’s website has been thought of as destination, a place where an HCP goes for specific information. However, the emergence of highly interactive, digitally-enabled communication, community and learning experiences is changing the role of the website from one-stop destination to that of a portal into a much larger digital experience. This presentation will look at how the new brand “portal” is being used to link HCPs to: • S ophisticated interactive learning and product interaction tools are enabling deep interactions between the brand and the HCP (e.g. online patient tacking tools, e-learning tools, 3-D and videobased MOA, etc.) • L everage access to online communities and on going interaction between the HCP and the community as a value-added benefit to HCPs • P roviding access to mobile and iPad applications that extend the reach of brand marketing and interactions into the exam room and out-of-office locations Kurt Holstein, President, ROSETTA 4:15 The Physician’s Perspective: Hear From One of the Most “Wired” MDs in All of Europe •H  ear why Dr. Mesko believes that medical education and communication between physicians and patients has been and will continue to be revolutionized by the tools and services of Web 2.0 •D  iscuss why medical professionals of the 21st century have to be ready to meet the expectations of e-patients and why e-patients will change the way medicine is practiced and healthcare is delivered • What Pharma should know about how physicians are using the internet and how they can partner with them in promoting positive outcomes for patients. Also see how the new generation of physicians want the pharma sector to communicate with them through clear and transparent interactions Berci Mesko, MD, University Of Debrechen (Hungary), Founder of Webicina

Page 10

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Day Two

2

October 20, 2010

Main Conference Continues

Plenary Sessions Continue 5:00 Panel Discussion - A Discussion of eMarketing as a Centralized Function and the Value the Group Brings to the Brand Teams •H  ow eMarketers can integrate themselves into their company’s brands and bring value • The role/value of eMarketing to the brand teams and some of the challenges that we face as a group •H  ear different perspectives of those who focus on just one or multiple brands, and how they function in these different capacities

5:45

Panel Moderator:

Panelists:

Natalie Casey Quilici, Associate Director, eMarketing,Womens Healthcare, Bayer Healthcare Pharmaceuticals

Brad Carlson, Associate Director, eMarketing, Bayer Healthcare Pharmaceuticals Jennifer Mcilvaine, Consumer Marketing Manager, Astrazeneca Holly Babirak, Senior Product Manager, Besivance, Bausch & Lomb

Bruce Grant, Senior Vice President, Business Strategy, Digitas Health Ken Dobell, President, DAC DIGITAL

Main Conference Concludes

Cocktail Reception Sponsored by:

Mobile Pharma One Day Conference

8:45

11:00 Leveraging Mobile Applications to Extend Reach and Increase the Impact With HCPs • Access to HCPs via branded and unbranded websites, long the anchors of Pharma’s digital strategy, has been the primary digital engagement point up till now • However, the rapid adoption of smartphone, iPods and iPads by HCPs is opening a new channel, and new opportunities, for brand to HCP interactions. • This increasing usage of mobile devices requires marketers to adapt and leverage the new capabilities in ways that take advantage of the real time and location advantages of mobile devices. • This presentation will look at new cutting edge usage of the mobile applications including apps that calculate patient-specific co-pay incentives in the exam room or provide HCPs with personalized product information via an iPad magazine Dave Mihalovic, Associate Partner, Group Creative Director, Rosetta

Chairperson’s Welcome

9:00 How Smart Is Your Phone: Leveraging Smartphones to Help With Patient Adherence It is estimated that by the end of 2011, half of the US population will have a smartphone. There is no doubt they are and will continue to be the fastest growing segment of the mobile phone market. The healthcare marketplace—with pharma beginning to get its feet wet—is developing smartphone apps to help patients manage their various healthcare challenges. Learn about how and why Bayer HealthCare Pharmaceuticals launched the first Pharma-sponsored apps in both Multiple Sclerosis and Hemophilia A. This case study will: • S howcase the first branded Pharma app in the MS community, as well as the first unbranded app in the Hemophilia A community •D  iscuss the strategies behind determining whether to build a branded vs. unbranded asset •H  ighlight the inherent challenges of building an app in pharma •R  eview some of the lessons learned from a legal, medical and regulatory perspective • S hare how the apps were promoted within the community and to the sales force Cynthia North, Marketing Director, Bayer Healthcare Pharmaceuticals Ruth Clements, Director, Intl Product Management, Bayer Healthcare Pharmaceuticals 10:30

11:45

Networking & Refreshment Break

Official Media Partner:

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The Revolution of Mobility Marketing While mobile will not completely replace all other channels, it is understood that it will have a huge influencing role in driving traffic and also in the way advertising and content are consumed by consumers on the go. This session will: • Examine the evolution in mobile marketing and the continued migration from PC to mobile devices • Answer the age old question “Is this finally the year of mobile”? • Moving beyond the iPad, smartphones and mobile sites we will also examine whether augmented reality and mobile coupons will be a useful tools for pharmaceutical marketers. • Explore Mead Johnson’s use of: mobile applications, mobile websites, mobile advertising and interactive products James Moade, Director, Global Digital Marketing, Mead Johnson

October 21, 2010 12:15

Luncheon for Conference Attendees

1:30 Consumers’ Use Of Mobile Is Rapidly on the Rise and is Increasingly Becoming a Central Part of Their Everyday Lives-How Can This Power Be Harnessed in Your Communications Strategy? • Learn the basics of how to engage consumers via the mobile channel • Boost ROI of advertising and promotional activities • Raise adoption of compliance and retention programs by adding mobile applications to patient communications • Why mobile isn’t just for younger generations • What are the regulatory restrictions surrounding mobile marketing? • Why it is essential to make your program opt-in only? Marc Salzo, Associate Director, Consumer Marketing, Boehringer Ingelheim 2:15 How are Physicians Using Mobile Technology and How You Can Connect With Them in This Space • How MDs are getting drug updates, journal summaries, clinical trial results and other up-to-the-minute information by specialty on their mobile phones • Examine the full breadth of information resources that a physician needs including clinical, drug and lab guide • Explore all of the current resources found in the mobile toolkit for docs: clinical, drug and lab guides; formulary information, tools and calculators, news, medalerts, and dynamic content channels, Free CME, prescribing tools, guidelines and evidence based information 3:00

Conclusion of Mobile Day

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Cancellations:

Four weeks or more: A full refund (minus a $95 processing fee), or a voucher to another ExL event valid for two years from the voucher issue date.

Method of Payment: q Check q Credit Card Make checks payable to ExL Events, Inc.

Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker cancellation, every effort to find a suitable replacement will be made.

Early Bird Standard Pricing Before September 3rd Pricing is as Follows:

Digital Pharma East

Standard Pricing After September 3rd pricing is as follows:

FULL ACCESS PASS: Conference, Workshops, and Mobile Day

q $2795

FULL ACCESS PASS: Conference, Workshops, and Mobile Day

q $2995

Conference Only & Mobile Day

q $2395

Conference Only & Mobile Day

q $2595

Conference & Two Workshops

q $2395

Conference & Two Workshops

q $2595

Conference & One Workshop

q $2095

Conference & One Workshop

q $2295

Conference Only

q $1795

Conference Only

q $1995

Mobile Day Only

q $895

Mobile Day Only

q $1095

*The opinions of this faculty do not necessarily reflect those of the companies they represent or ExL Events, Inc.*

Proudly Presents

One day program on Oct 21:

“Mobile Pharma”

4th

Register by

for

September 3rd

Maximum Savings!

Digital Pharma East

October 18-21, 2010

Hyatt at the Bellevue | Philadelphia, PA

www.exlpharma.com/digitalpharmaeast

ONLY

Or Visit

The Flagship Event That Started It All!

Digital Pharma

Top Five Reasons

Why

|

Last year’s event was a sensation, earning The event’s four year history overwhelming critical praise and global success attracts the most from attendees and industry media Pharma marketers, thereby maximizing your networking opportunities This remains the event of its kind to adopt “UNCONFERENCE” parameters into We have assembled the largest the framework of the event Digital faculty ever with over Over 1,000 Industry Professionals 60 speakers across 4 conference have attended Digital Pharma events since streams allowing you to tailor your own agenda! 2007!

Call 866-207-6528

Needs to Be on

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Sponsors:

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Annual


4th Digital Pharma East Brochure