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Workshops

ePharma Summit West - Workshops

Monday July 25th, 2011 • Pre-Conference Workshops

WORKSHOP I: THE eMARKETING UNIVERSITY FOR PRODUCT & BRAND MANAGERS

This full-day course is designed for those in product management with broad responsibility for the promotional mix. As the marketing model continues to shift toward relationship marketing, the annual eMarketing University is designed to provide the latest developments in digital marketing and practical tips you can put into action upon your return to the offi ce. Our Digital Deans and experienced University Faculty will help you integrate this critical channel into your marketing mix with demonstrable results.
8:00 Registration and Morning Coffee
9:00

Welcome, Course Syllabus Review
9:15 Landscape Overview: What Tools are in your Backpack?
9:45 Designing your eMarketing Strategy: Understanding Ad Networks and Questions to ask your Agency
10:30 Networking Break
11:00 Search & Video: Tips for Increasing Visibility on the Web and enhancing the User Experience
11:45 Mobile & Email: Creating Winning & Portable Campaigns that you can Easily Monitor
12:30 Lunch
1:30 Branded vs Unbranded Websites: Understanding Best Practices based on Patient and HCP Needs
2:00 Mix Channel Optimization: Integrating your Resources to Enhance Productivity
2:30 Networking Break
3:00 Financing & ROI- Measuring Results: What is this going to cost…and is it worth it?
3:45 Case Examples of What Works…and What Might Not
4:30 Extra Credit & Q&A
4:45 Closing Remarks & Graduation
University Faculty:
Digital Dean: Shawn O’Hagan, Senior Manager, eMarketing & Relationship Marketing, DAIICHI SANKYO
Scott Wearley, Manager, Relationship Marketing, DAIICHI SANKYO
Rob Nauman, Principal, BIOPHARMA ADVISORS
Lisa Duncan, Senior Account Executive, GOOGLE

WORKSHOP II: THE ART OF MOBILE: THE WHERE’S, WHY’S, AND HOW TO’S IN DESIGNING YOUR STRATEGY

This full-day course is designed for those in product management with broad responsibility for the promotional mix. As the marketing model continues to shift toward relationship marketing, the annual eMarketing University is designed to provide the latest developments in digital marketing and practical tips you can put into action upon your return to the offi ce. Our Digital Deans and experienced University Faculty will help you integrate this critical channel into your marketing mix with demonstrable results.
8:00 Registration and Morning Coffee
9:00 Design Instructor: Welcome
9:15 Canvas Overview
9:45 Molding your Mobile Strategy
10:30 Networking Break
11:00 Procurement: Targeting and Winning Audience Attention
11:45 Your Color Palette: Internal Structure in Application or Mobile Site Development
12:30 Lunch
1:30 Integration of Mobile into Multi- Medium Campaign
2:00 Staying in the Lines: Regulatory Implications
2:30 Networking Break
3:00 Work of Art Appraisal: Developmental Costs and ROI Measurement
3:45 Case Study Gallery: Examples of What Works
4:30 Q&A
4:45 Closing Remarks & Workshop Graduation
Head Designers:
Jeanette Brandofi no, President, BRANDOFINO COMMUNICATIONS
Meg Brown, Director of Business Development,TOOLHOUSE
Todd Siesky, Public Relations Manager Diabetes Care, ROCHE DIAGNOSTICS
5:00 Join us in the exhibit area for a Kickoff Reception to celebrate ePharma’s 1st Annual event in California!

Wednesday July 27th, 2011 • Post Conference Workshop

WORKSHOP III: SOCIAL MEDIA DRIVER’S ED: WHAT TO FOCUS ON DOWN THE ROAD AND WHAT TO LOOK FOR IN YOUR
REARVIEW MIRROR

This full-day course is designed for those in product management with broad responsibility for the promotional mix. As the marketing model continues to shift toward relationship marketing, the annual eMarketing University is designed to provide the latest developments in digital marketing and practical tips you can put into action upon your return to the offi ce. Our Digital Deans and experienced University Faculty will help you integrate this critical channel into your marketing mix with demonstrable results.
12:30 Luncheon for Workshop Attendees
1:30 Instructor’s Opening Remarks
1:45 Lay of the SM Landscape
2:30 Getting Behind the Wheel: Designing a SM Campaign, Where to Begin?
3:00 Networking Break
3:30 Shifting Gears: Social Media Policy and Regulations
4:00 Minding your Pedestrians: Understanding Audience, Daily Maintenance of SM Portals
4:30 Full Speed Ahead: Case examples that Work
5:00 Closing remarks, Q&A
Driving Instructors:
Head Educator: Wendy Blackburn, EVP, INTOUCH SOLUTIONS
John Mack, Pharma Marketing News, President, VIRSCI
Lucy Rose, President, LUCY ROSE & ASSOCIATES
Craig DeLarge (via Avatar), Director HCP Marketing, NOVO NORDISK
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