September 10th, 2008

Morning
Workshop Wednesday, September 10th 2008 | 9:00AM-12:30PM
Getting the Most From Online Communities
Christopher Schroeder, Chief Executive Officer and President, The HealthCentral Network

Online communities are no longer just places for teenagers to socialize – they are having a dramatic impact on the online health consumer and the pharmaceutical marketer. Consumers are using the Web to find health information online but that’s just the start of their experience. They are eager to converse through online communities and to share their experiences by generating their own content. This online interaction – and specifically, user-generated content – is taking place outside of the traditional channels of health dialogue and provides marketers with a new and powerful opportunity to join in on the conversation. Marketers who can capture these engaged audiences while addressing the regulatory concerns will find great opportunity in the world of online communities.

Learning Objectives:

• Gain an understanding of the new engaged online health consumers
• Review leading health sites and discover ways of reaching these consumers
• Learn how user-generated content is changing the way marketers target consumers
• Explore the possibilities for running safe campaigns on user-generated content

Networking Luncheon 12:30-1:30PM

Afternoon Workshop

Wednesday, September 10th 2008 | 1:30-4:30
Paperless Future: As Doctors Increase Their Use of New Media Technologies So Should You!
Pablo R. Perillan MD, PhD, CEO, Medicos Inc.

It has been well documented that the use of technology by physicians has lagged behind other professional markets. Increasingly however, mobile technologies are playing a central role in the distribution and management of healthcare information. With this trend comes tangible opportunities to reach prescribers at the point of care and further empower brand recognition by delivering healthcare workers the valuable content that they seek. The presentation shows how improved decision making tools are being integrated by prescribers into their practices and how marketers can leverage these new channels to increase their impact. The presentation also includes current technology adoption trends by physicians and data from several actual marketing campaigns showing how prescriber information can be tracked to increase marketing efficiency in a networked environment. It also includes a demonstration of a fully integrated metrics package that can deliver identified physician behavior.

Learning Objectives:

• Understand how physicians interact with branding at the point of care using Epocrates, Skyscape and Medicos.
• Understand how prescribers use these technologies and how marketing can be incorporated into these channels.
• Explore data from prescriber behavior studies and digital campaigns that blend validated reference information with strategic digital messaging to create Winning Strategies.