Innovations in Pharmaceutical Marketing

Day One

September 11th, 2008

8:00

Registration & Coffee

8:45

Opening Remarks

9:00

Trouble in Community Paradise

Simon Goldberg
Electronic Communications Director
Abbott Laboratories

Over 80% of people who are looking for information online begin with an online search which generally identifies robust results. Often, within these search results, we not only find (and also possibly shape) the online brand presence, but we can also understand the impact a community can have on the perception of an entity. While certain communities provide compelling information that helps our patients, results can range from useful through incomplete to flat-out wrong. We have come across a paradox within certain corners of the social media world whereby the community does not want participation from those with the most complete knowledge bank (i.e. us) to take part, even if done so transparently.

Learning Objectives:

Community vitality rules certain disease arenas
Can you own the community, can you just take part, or will the community even let you take part?
What is your responsibility as a marketer/communicator?
Where is this movement going?

10:00

OPEN SESSION

If you would like to present during this session please contact Lisa Deutsch at ldeutsch@iirusa.com or 646-895-7482

11:00 Networking Break

11:30

Smarter Spending for Decreasing Marketing Dollars

Julia M. Amadio
President
Patients & Consumers Pharmaceutical

In this session a review of the current trends in pharmaceutical marketing will be discussed as it impacts today’s product manager. What are the alternatives vs. the former sales, education, product promotion, physician directed methods? Who are the interested parties today and what happens if more avenues, e.g. samples, are eliminated? How does one measure the impact of marketing programs and define the ROI for senior management and for the consumer. What happened to the “machine gun” approach vs. laser and where is the greater value created? These will be explored and discussed in this session.

Learning Objectives:

Current Trends
Regulatory / Legal Implications
Market Dynamics
Reduced Avenues require Smarter Choices
Who is Paying?
What can be Measured – ROI
In the Future…

12:30 Networking Luncheon

2:00

The Future of Pharma – 2012 and Beyond

Frank Jaeger, M.A., M.B.A.
Associate Director, New Business Development
Solvay Pharmaceuticals, Inc.

Patent expiry and pipelines are not replacing the aging products. Approval of NMEs continue to decline while development and commercialization costs continue to skyrocket.While not entirely doom and gloom, many in the industry are faced with uncertainties about the future of their position in the marketplace and are left wondering what the next decade will bring. It is clear that there is increasing competitive pressure in the Pharma industry and the breakneck rate of spending cannot continue ad infinitum. Many trends are currently adaptive and will continue, while others will need to be transformed requiring significant changes throughout Pharma organizations.

In this presentation, the following key takeaways will be discussed:

R&D productivity
Product lifecycle management
Rationalizing your current business model
Successful transformation
The future business model for successful pharma companies

3:00

From Discussion Forum to Doctor’s Office – Who Do Patients Trust?

Melissa Davies
Research Director
Healthcare Nielsen Online

What sources of information – both online and offline – do patients trust as part of their healthcare decisionmaking process? We will look at the role of the Internet and social media in guiding patients’ healthcare decisions. Do patients trust the online network of other patients as much as they trust their own doctor – or even more so? As healthcare becomes increasingly consumer-driven, understanding the dynamic of patient trust for a variety of information sources can help healthcare marketers plan strategies for reaching and engaging the patient community.

Session Takeaways:

Which online and offline resources are patients most likely to consult as they look for information?
Which resources are they most likely to trust?
Are patient demographics predictive of trust for different resources?
What is the power of social media to influence patients’ views and choices?

4:00 Networking Break

4:30

Keynote: Prescription Medications - A Creative Approach to Addressing Access & Affordability

Mike Samuelson
Director of Marketing
Johnson & Johnson Health Care Systems Inc.

With over 46 million uninsured and underinsured Americans, many are looking for health care solutions. Johnson & Johnson Health Care Systems Inc., the Operating Companies of
Johnson & Johnson and affiliated coalitions have designed and implemented innovative marketing approaches to connect those who qualify to a broad array of prescription medications for free or at a discount. Using case studies, attendees will gain insight into marketing strategies that address the desire among patients, caregivers, healthcare professional and advocacy groups to assist the uninsured and underinsured in accessing affordable prescription medications.

Session takeaways:

Know the mission
Know that market research is worth the investment
Know the appropriate marketing mix
Protect the brand
Know that multi-cultural expertise is required

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Day One

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