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Send an email to IIR's Web Department | Agenda at a GlanceAgenda at a Glance 2010Monday, February 8, 2010 e-Marketing University for Pharma Brand Managers : Monday, February 8, 2010 | | 8:30 | Registration & Morning Coffee | 12:15-1:15 | Lunch | | 9:00 | eMarketing University Begins | 2:30-3:00 | Networking & Refreshment Break | | 10:30-11:00 | Networking & Refreshment Break | 4:30 | Conclusion of eMarketing University | Digital Deans - Shawn O’Hagan, Senior Manager, eMarketing, Daiichi Sankyo, Inc.
- Peter Justason, Director, eMarketing, Purdue Pharma
University Faculty - Brent Rose, Senior Manager, Consumer Marketing, Daiichi Sankyo
- Xavier Petit, Senior Manager, Consumer Database Marketing, Shire Pharmaceuticals
- Vipul K. Gupta, PhD, Associate Professor, Decision & System Sciences,
St. Joseph’s University - Jeannette Brandofino, Managing Partner, Augme Mobile Health
- Amy Cowan, Head of Industry Health, Google
- John Mangano, Vice President, comScore Marketing Solutions
- Donna Wray, Management Advisor, TGaS Advisors
| Curriculum
I. Intro HCP and consumer update
II. Measurement
III. Integrating your brand.com with your unbranded disease state site
IV. Why search engine marketing still matters
V. Email marketing best practices
VI. Going Mobile
VII. Audience discussion-What's next for pharma marketing? |
Advanced Social Media Boot Camp : Monday, February 8, 2010 | | 8:30 | Registration & Morning Coffee | 12:15-1:15 | Lunch | | 9:00 | Social Media Boot Camp Begins | 2:30-3:00 | Networking & Refreshment Break | | 10:30-11:00 | Networking & Refreshment Break | 4:30 | Conclusion of Social Media Boot Camp | Your Instructors - Shwen Gwee, Lead, New Media Communications, Vertex Pharmaceuticals Inc.
- Mel Halkyard, Global eMarketing Manager, Eli Lilly & Company
- Fard Johnmar, Founder, Envision Solutions
- Fabio Gratton, Chief Innovation Officer, Ignite Health
- Lance Hill, CEO, Within3
- Zoe Elliott, Principal, Zoe Digital Consulting
| Basic Training
I. Overview
II. Strategy
III. Tools/Technology (Twitter, Video, Blogs, Public and Private Online Communities)
IV. Examining Social Media Guardrails for Social Media
V. Measurement |
General Session : Tuesday, February 9, 2010 | 7:45 | Registration and Morning Coffee | 8:30
 | KEYNOTE
Chairman’s Address - Paul Ivans, President, Evolution Road
| 9:00
| KEYNOTE
The Healthcare Overhaul—Evaluating What It All Means for the Industry
- Susan Dentzer, Editor in Chief, Health Affairs and Health Policy Analyst, PBS
| 9:40
| KEYNOTE
Value-Add Beyond the Pill - The Digital Opportunity to Generate Patient Advocacy and Build Meaningful Differentiation with HCPs
- Brian O'Donnell, Executive Vice President, Interactive Services, Klick Pharma
- Guest Speaker: Dave deBronkart, "ePatient Dave", Spokesperson and Advocate for Patient Empowerment
| | 10:20 | Networking & Refreshment Break | | 10:50 | Implementing New and Innovative Communication Channels to Deliver Relevant Customer Messaging
- Dennis Urbaniak, VP Customer Channels & Innovation, sanofi-aventis
| | 11:30 | Thought Leader Panel—The Evolving HCP and Consumer Media Mix
Moderator:
- Paul Ivans, President, Evolution Road
Panelists: - Dennis Urbaniak, VP, Customer Channels & Innovation, sanofi-aventis
- Bob Brooks, Vice President, WEGO Health
- Louis Sanquini, Director, Allergy Franchise, Meda Pharmaceuticals
- Nan-Kirsten Forte, Executive Vice President, Consumer Services, WebMD
- Joe Shields, Product Director, Pfizer, Inc.
| | 12:15 | Lunch hosted by  | | 1:15 | Break out sessions begin.
Select sessions based on interest in consumer or
professional marketing |
| | Consumer Marketing:
Track Chair: Jennifer Korch, Deputy Director, eBusiness, Bayer | Professional Marketing:
Track Chair: Mike Fowler, Manager, Pilots, US Strategy, Eli Lilly & Company | | 1:15 | CASE STUDY
UCB’s Patient-Centric Epilepsy Community - Rene Hansen, Global Director, Business Tranformation, UCB, Inc.
- Ben Heywood, President and Director, PatientsLikeMe
| Physician Portals: Just Say No - Bill Drummy, CEO, Heartbeat Digital
| | 2:00 | Roundtable Discussion Groups on Consumer eMarketing
Facilitators: - Jennifer Korch, Deputy Director, eBusiness, Bayer
- Jack Barrette, CEO, WEGO Health
- Rene Hansen, Global Director, Business Transformation, UCB, Inc.
- Louis Sanquini, Director, Allergy Franchise, Meda Pharmaceuticals
| Roundtable Discussion Groups on Professional eMarketing Facilitators: - Steve Smith, Chief Marketing Officer, So-Net M3
- Kathleen Onieal, Consultant, Monitor Group
- Mike Fowler, Virtual Sales Manager, Eli Lilly & Company
- Peter Frishauf, Chairman, Crossix, Founder, Medscape
- Mel Halkyard, Global eMarketing Manager, Eli Lilly & Company
- Michael Konowicz, Executive Vice President, Integrated Strategy, Communications Media, Inc. (CMI)
| | 2:30 | CASE STUDY
Patients First: Creating Communities to Foster Connections - Nick Colucci, President and CEO, PHCG
- Ned Russell, EVP and Managing Director, Saatchi & Saatchi Wellness
- Maria Verastegui, Creative Director, Acorda Therapeutics
| Interview: Straight from the Doctor’s Mouth—How Today’s HCP’s
Prefer to Learn - Peter Frishauf, Chairman, Crossix, Founder, Medscape
- Peter Shaw, MD, President, MDMindset
| | 3:15 | Networking & Refreshment Break |
3:45
 | Interactive Polling Round I - Pharma on YouTube: Who’s Doing it Best?
- Kevin “Nalts” Nalty, Prolific YouTube Video Creator
- Clare O'Brien, Sale & Business Development, You Tube/Google
| | 4:05 | Maximizing Your Returns Online - John Mangano, Vice President, comScore Marketing Solutions
| 4:50
 | Anatomy of a Great Online Creative - Moderator: James Chase, Editor in Chief, Medical Marketing & Media
- Wendy Blackburn, Executive Vice President, Intouch Solutions
- Lance Longwell, Director, Public Relations, Healthcare Communications, Siemens Healthcare
- Enslow Kable, VP, Director, User Experience Insights, Draftfcb
| | 5:35 | Day One Concludes | | 5:35 | Join us for a Networking Reception, Hosted by  |
General Session : Wednesday, February 10, 2010 | 7:45 | Morning Coffee | | 8:30 | Chair and Co-Chair’s Recap of Day One - Paul Ivans, President, Evolution Road, Event Chairman
- Joe Shields, Product Director, Pfizer, Event Co-Chair
| 8:45
| KEYNOTE
The Long Tail of the Pharmaceutical Industry: How Emerging Technologies Will Impact Consumer Behavior & Preferences - Chris Anderson, Editor in Chief, Wired Magazine, Author, “The Long Tail: Why the Future of Business is Selling Less of More” and “Free: The Past & Future of a Radical Price”
*via live video feed*
| 9:30
| Interactive Polling Round II - Pharma on YouTube: Who’s Doing it Best? - Kevin “Nalts” Nalty, Prolific YouTube Video Creator
- Clare O'Brien, Sales & Business Development, You Tube/Google
| | 9:45 | Use Online Video & Social Media to Drive Measurable Return
- Kevin Nalty, Founder, Nalts Consulting
| | 10:20 | Networking & Refreshment Break | | 11:00 | Find Your Voice In Today’s Regulatory Environment - Moderator: Lucy Rose PA-C, MBA, President, Lucy Rose & Associates
- Mark Gaydos, Senior Director US Regulatory Affairs Marketed Products, sanofi-aventis
- Paul Savidge, VP and Associate General Council, US Law and Promotion Practices, Bristol-Myers Squibb
| | 11:45 | Putting the Consumer Back in DTC: Five Things Pharma Can Learn From Consumer Brand Marketers - Moderator: Hensley Evans, President, imc² health & wellness
- Mel Halkyard, Global eMarketing Manager, Eli Lilly & Company
| 12:15
 | Creating Value in Non-Personal Promotion - Sanjay Pingle, President, Physicians Interactive
- Jason Bhan, MD, Family Physician, Co-Founder, Ozmosis, Inc.
| | 12:45 | Lunch - Group Project: Give back to the community by helping to prepare special care packages for the Philadelphia Ronald McDonald House. Speaker: Willa Kravitz, Director of Development, Ronald McDonald House | | 1:45 | CASE STUDY
Speed to Impact: Creating a BIG Market On a Budget - Mike Derkacz, Vice President, CNS Marketing, Cephalon, Inc.
- Breichen Madej, Senior Product Manager, CNS Marketing, Cephalon, Inc.
| | 2:15 | Leverage Facebook to Improve Brand Awareness and Promote Patient Advocacy - Tricia Geoghegan, Communications Lead, Neurology & ADHD, McNeil Pediatrics, A Division of Ortho-McNeil Janssen Pharmaceuticals, Inc., Johnson & Johnson
| | 2:45 | Networking & Refreshment Break | | 3:00 | Social Media in Pharma—What’s Working, What’s Not, & What’s Next - Moderator: Shwen Gwee, Lead Communications, Vertex Pharmaceuticals, Inc.
- Lars Merk, Product Director Neurology, Johnson & Johnson
- Ben Lei, Associate Director, eMarketing, Genentech, Inc.
| | 3:45 | Optimize Your Integrated Promotional Channel Mix - Moderator: Michael Konowicz, Executive Vice President, Integrated Strategy, Communications Media, Inc. (CMI)
- Mark Davis, Director, Integrated Consumer Marketing, Novartis Pharmaceuticals Corp.
- Monique Levy, Senior Director of Research, Manhattan Research
- Elaine Boxer, SVP Marketing Strategy, QualityHealth
| | 4:30 | Chair & Co-Chair Closing Remarks Conclusion of ePharma Summit. See You Next Year! |
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