Leveraging Digital Communications to Foster Meaningful Relationships with Patients, Physicians and Industry Stakeholders

Transcription

1 THE ONLY INDUSTRY EVENT FOR DIGITAL MARKETING LEARN FROM THE BEST Follow us #DigDevices 4th For Medical Devices Leveraging Digital Communications to Foster Meaningful Relationships with Patients, Physicians and Industry Stakeholders August 11-13, 2014 ^ Minneapolis, MN ^ Hyatt Regency Minneapolis FEATURED SPEAKERS: James Walker Global Leader of Strategic & Clinical Marketing BD Medical - Diabetes Care Sean Gallimore Vice President, Ultrasound Marketing Philips Healthcare Ray Goforth Head of Global Digital Strategy St Jude Medical Kristin DiIorio, Director, Digital Marketing CareFusion NEW FOR 2014 ^ Update on the FDA Social Media Guidance ^ Develop a Content Strategy to Engage Patients and HCPs and Add Value ^ Afternoon Tracks Featuring Case Studies by Company Size ^ Learn from other Industries when Navigating the Ever-Expanding Responsibilities of Digital Communications ^ Understand the Bandwidth of Digital- Maximize the Strength of Your Multi-Channel Campaign ^ Couple Demand Acquisition Strategies with Conversion Optimization and Revenue Generation Strategies to Get the Biggest Bang out of Your Buck PRE-CONFERENCE WORKSHOPS Workshop A - Use Social Media to Get Your Thought Leadership on Google and Build a Strong Personal Network Hank Blank, President, Hank Blank Inc Workshop B Optimize Your Corporate Presence with Responsive Web Design Elizabeth Venafro, Director, Global Marketing Communications, K2M Amber Smith, Project Manager for Digital Communications, K2M Sponsored By:

2 4th For Medical Devices Dear Colleague, The future is digital, and the future is now! The Digital Marketing for Med Devices With the increasing importance of digital channels, marketing for medical devices has to embrace the conference was an excellent digital age to be able to meet changing customer expectations and a changing healthcare landscape. opportunity for me to get ahead of the Are you present in the channels your customers deem important? Do you reach your audience? Do you curve on rapidly evolving topics. The provide vital content and education? Do you engage patients and HCPs and foster brand loyalty? Does your marketing make a difference? Do you ADD VALUE? speakers were engaging, insightful, and willing to share their real world With the 4th Digital Marketing for Medical Devices Summit we aim to further expand the industry s ONLY experiences to help me see new device-specific digital marketing conference and provide you with innovative tools, best practices and cutting edge case studies to help you capitalize on the power of digital. Understand key criteria needed in opportunities in digital and to help me order to effectively initiate and leverage a digital marketing strategy for product and brand success. This think more strategically about how to unique event allows you to dive into the many issues and emerging opportunities for digital marketing in best leverage new technologies. And the the medical device space. attendees had a strong interest in Network and benchmark with 150+ senior-level marketing executives, spanning 20+ states, from connecting and collaborating, which marketing, product management and brand management professionals and learn from +25 speakers from helped me to develop several valuable companies such as GE Healthcare, Becton Dickinson, American Medical System, CareFusion, Cheetah relationships with both solutions Medical, Masimo, 3M Healthcare, St. Jude Medical, Stryker, LDR, Philips Medical, K2M, B Braun and experts and marketing many more Hot topics include: ^ Understand the Bandwidth of Digital- Maximize the Strength of Your Multi-Channel Campaign ^ Manage the Total Digital Experience Effectively to Ensure a Seamless Interplay between Web, Social, SEO and Mobile piers who are facing similar challenges. Greg Benz, Senior Product Manager, Boston Scientific ^ The Impact of FDA s Social Media Guidance for the Device Industry ^ Create and Drive Brand Loyalty with a Meaningful Content Strategy that Fosters Engagement The 4 color glossy is dead. I found that ^ What we Can Learn from other Industries Exploiting the Possibilities of Digital there was a surprising amount of ^ Couple Demand Acquisition Strategies with Conversion Optimization and Revenue Generation sharing and open dialog among a Strategies to Get the Biggest Bang out of your Buck roomful of Medical Device competitors ^ Optimize Your Corporate Presence with Responsive Web Design at the inaugural Digital Marketing ^ Highlight Best Practices To Max Out On Limited Resources for Medical Devices event. Digital Engage in dynamic conversation with your industry peers at our multiple networking sessions, and hear marketing is inevitable you can t multiple novel digital marketing strategies, which will save your organization millions of dollars. afford not to engage. Be sure to register yourself and colleagues for this important event today! We look forward to seeing you in Minneapolis in August! Ward Tongen, Principle Interactive Strategist, Sincerely, Medtronic Kai Hahn Senior Conference Director ExL Pharma PS: Enhance your skill set even further by registering for an all-access pass and attend our interactive workshops!

3 MISSION STATEMENT For Medical Devices To provide a groundbreaking, interactive forum to explore the very latest innovations in digital marketing for the Medical Device industry WHO SHOULD ATTEND: This conference is designed for professionals from the medical device, pharmaceutical, healthcare and biotechnology industries whose responsibilities include: 7% Solution Provider Marketing Advertising & Promotions This program will also be of interest to: 9% Agency emarketing Brand Management Component Suppliers Consultants Digital Marketing Product Management Marketing Service Providers Legal Academics Social Media Information Technology Interactive Marketing Technology Experts Multi-Channel Marketing Regulatory Affairs Advertising Agencies By Industry ebusiness PAST ATTENDEES: By Industry 84% Medical Devices 7% Solution Provider 9% Agency Join our LinkedIn Group Digital By Marketing Seniority for Medical Devices 41% Manager 38% Director 12% VP 84% Medical Devices 7% Solution Provider 9% Agency By Industry 84% Medical Devices 7% Solution Provider 9% Agency By Seniority 41% Manager 38% Director 12% VP 4% Associate By Seniority 5% C-Level 41% Manager 38% Director 12% VP Follow us on 4% Associate Twitter 5% #DigDevices By Industry 84% Medical Devices VENUE INFORMATION: By Seniority Hyatt Regency Minneapolis 41% Manager 1300 Nicollet Mall Minneapolis, 38% Director MN % VP Downtown Minneapolis is just outside the front door of our hotel, and 4% our prime Associate location on Nicollet Mall lets you easily explore an incredible 5% C-Level array of Twin Cities attractions, from shopping to Minnesota sports and anything in between. ROOM RESERVATION INFORMATION: To make reservations guests can call the Hotel s Reservation Department and request the negotiated rate for ExL s 4th Digital Devices Meeting. To make reservations online please use the following weblink: The group rate is available until July 21, Please book your room early as rooms available at this rate are limited. 3

4 Pre Conference Workshop Day ^ Monday, August 11, :30 Registration Opens & Continental Breakfast for Workshop Participants 9:30 Use Social Media to Get Your Thought Leadership on Google and Build a Strong Personal Network Use social media to get your thought leadership out on the Internet Key strategies to get a higher Google ranking Build a positive reputation through smart content Best practices to develop a strong referral network CASE STUDY KEYNOTE SESSION WORKSHOP A Hank Blank, President, HANK BLANK INC 12:30 Lunch for AM Workshop Attendees Only Main Conference Day One ^ Tuesday, August 12, :45 Registration and Continental Breakfast for Conference Attendees 8:45 Welcome and Chairperson s Introduction Jeff Gaus, President & CEO, PROLIFIQ ADVANCED DIGITAL STRATEGIES 9:00 Understand the Bandwidth of Digital- Maximize the Strength of Your Multi-Channel Campaign Determine which channels you should integrate into your strategy Understand how to find the resources you need and how much budget should go into each channel Assess strengths and weaknesses of each channel Highlight trends in SEO/SMO, Web, Mobile, Social and Content marketing and the future of digital Pam Gajdosik, Vice President, Commercial Excellence, AMERICAN MEDICAL SYSTEMS 9:45 Capitalize on the Power of Digital for Product Launches Enhance a product launch through digital means Overcome challenges during the execution Compare results with a traditional launch Apply lessons learned Sean Gallimore, Vice President, Ultrasound Marketing, PHILIPS HEALTHCARE 2:00 Optimize Your Corporate Presence with Responsive Web Design Checklist for building a responsive website from scratch How to incorporate marketing automation to generate leads Tools to measure website effectiveness Search Engine Optimization (SEO) strategy for the medical device industry WORKSHOP B Elizabeth Venafro, Director of Global Marketing Communications, K2M Amber Smith, Project Manager for Digital Communications, K2M 5:00 Pre Conference Workshop Day Concludes 10:30 Morning Networking & Refreshment Break 11:00 Putting the Horse Before the Cart - The 4 Habits of Highly Effective Digital Strategy Formulation Begin with brand in mind Put what things first Think sales call Seek first to iterate, then you will understand Asher Cameron, Vice President, Sales & Marketing, INFUSE MEDICAL 11:45 Doing More with More Learning from other Industries when Navigating the Ever-Expanding Responsibilities of Digital Communications Develop and leverage an agile culture Collaboration and trust with IT partners Stay on top of innovation to attract young talent (and lead them by example) Michael DeBoer, Digital Communications Manager, B BRAUN MEDICAL 12:30 Networking Luncheon MEDIA PARTNERS: CanBiotech R&D Outsourcing Capital Sourcing Competitive Intelligence 4

5 Main Conference Day One ^ Tuesday, August 12, 2014 TRACK A LARGE COMPANIES 1:30 Enhance HCP Preference Through Patient Engagement Trends in patient engagement relevant to the medical device space Approaches to increase patient driven demand Variance in approach for different device segments Examples of specific tactics that can help to enhance brand conversation Methods to influence HCP consideration and preference Peter Flaschner, Vice President Strategy, KLICK HEALTH 2:15 Leverage Digital Channels to Tap into Emerging Markets Develop domain expertise Highlight the Oncology solutions role Outline best practices for global marketing Understand the role of SoMe and relationship building Assess opportunity to partner with investors to build cancer centers in China Andrew DeLaO, Global MICT Services Marketing Manager, GE HEALTHCARE 3:00 Afternoon Networking & Refreshment Break 3:30 Drive Engagement and Revenue through Digital Strategy Assess business needs and potential solutions Develop a cohesive content strategy through a central content management system Create engaging, social interactions with the sales force and customers Kara Rasmussen, Sr. Marketing Communications Manager, STRYKER Marissa DeBruyn, Associate Digital Strategy Manager, STRYKER 4:15 Break Down Silos Between Different Departments to Deliver the Right Message at the Right Time in the Customer Buying Cycle Align objectives in the different department to improve efficiency Foster collaboration between product development and marketing Understand how to modify and translate your message into different channels Streamline lead tracking and nurturing process Develop strategies to organize your team to produce and use valuable digital assets PANEL DISCUSSION Erik Graaf, Director of Marketing Communications, B BRAUN MEDICAL Philip Spiegel, Director of Sales and National Accounts, CHEETAH MEDICAL Kathi Mishek, Global ebusiness Manager, 3M HEALTHCARE Mazi Farzam, President, INHANCE DIGITAL TRACK B SMALL / MID-SIZED COMPANIES Leverage and Integrate Digital in Product Development to Capture Market Share Identify the biggest new opportunities in healthcare Highlight the importance of data Overcome barriers to capture market share Discuss what the future will look like Stuart Blitz, Executive Director, Business Development and Strategy, AGAMATRIX Apply Innovative Ideas to Maximize Your Reach Understand your product and communicate its true value Use the digital space to understand your audience and overcome branding challenges Mobilize communities and KOLs to become your advocates Highlight effective examples Mark Scott, Vice President, Marketing Communications, MASIMO Implement an Integrated CRM System to Align Sales with Marketing Decide for a CRM System that provides vital tools and support features for both Marketing and Sales Get internal buy-in for transparency and documentation Overcome implementation challenges Understand how to use CRM intelligently for marketing Len Liptak, Vice President, Sales & Marketing, MICRODENTAL LABORATORIES Highlight Best Practices to Max out on Limited Resources Outline best practices to cover the vital channels with a small team Effective tools to capitalize on your resources Streamline processes to raise efficiency Identify methods to align objectives within the company Mark Scott, Vice President, Marketing Communications, MASIMO Elizabeth Venafro, Director, Global Marketing Communications, K2M Stuart Blitz, Executive Director, Business Development and Strategy, AGAMATRIX, INC. PANEL DISCUSSION 5:00 Chairperson s Closing Remarks and End of Day One followed by Cocktail Reception 5

6 Main Conference Day Two ^ Wednesday, August 13, :00 Continental Breakfast for Conference Participants 8:50 Chairperson s Recap of Day One and Remarks CREATE ENGAGEMENT AND BRAND LOYALTY THROUGH MEANINGFUL CONTENT AND SOCIAL MEDIA 9:00 Social is the new DTC The how to and the how not to of leveraging social media for Medical Device Industry A review of the opportunity, the regulatory landscape, policies, successes and failures An intelligence & advertising model that produces real ROI Malcolm Bohm, President & CEO, LIQUID GRIDS 9:45 Empower Healthcare Consumers through Social Media Build a social media strategy to reach consumers in regulated healthcare markets Develop content strategies to retain and engage consumers Expand the model geographically in the developed world CASE STUDY James Walker, Global Leader of Strategic & Clinical Marketing, BD MEDICAL - Diabetes Care 10:30 Morning Networking & Refreshment Break 11:00 Use Data to Engage More Physicians Make data from multiple sources accessible and actionable Use data in real-time to engage more physicians, better Learn to use data to anticipate what physicians want and how they want to interact with you. Jeff Gaus, President & CEO, PROLIFIQ 11:45 Enhance HCP Multi-Channel Marketing to Increase Product Engagement Understand the importance of primary research in making clinical decisions Discuss increased HCP access of web and app clinical content Learn how to enhance current multi-channel initiatives to create a meaningful product experience - Case studies of app, web and embedded with video, reprints and white papers - Compare engagement metrics of enhanced ads versus traditional ads Chantal Kolber, Director of Digital Advertising Strategy, WOLTERS KLUWER HEALTH I really enjoyed the conference in 2013, it was right sized. The content, speakers and networking opportunities were great. Erik J. Graaf, Director of Marketing Communications, B Braun Medical 12:30 Networking Lunchoen 1:30 Create and Drive Brand Loyalty with a Meaningful Content Strategy that Fosters Engagement Highlight opportunities to create brand loyalty through a relevant content and engagement strategy Balance clinical, technical, educational and emotional content Outline best practices how to create engaging content that meets your customers needs PANEL DISCUSSION Susan Willig, Director, Global Brand Management and Marketing, EDWARDS LIFESCIENCES Erik Graaf, Director of Marketing Communications, B BRAUN MEDICAL 2:15 Interactive Storytelling: Build Trust, Loyalty, and True Engagement with Your Audience Interactive content is not the future- it is now. The importance of a two-way dialogue with your audience The true power of stories: Turning current patients into advocates and connecting with future patients Healthcare is not the exception: Today s patients are more informed than ever, which means we must engage with them in ways in which they are already communicating Alexandria Coe, MarCom Multimedia Manager, LDR 3:00 Afternoon Networking & Refreshment Break 3:30 Manage the Total Digital Experience Effectively to Ensure a Seamless Interplay Between Web, Social, SEO and Mobile Create a digital ecosystem Maximize owned and earned channels Establish influencers CASE STUDY Ray Goforth, Head of Global Digital Strategy, ST JUDE MEDICAL 4:15 Couple Demand Acquisition Strategies with Conversion Optimization and Revenue Generation Strategies to Get the Biggest Bang out of Your Buck Optimize your campaigns with marketing automation for improved lead conversion Collaborate effectively with sales for increased revenue generation Don t get overwhelmed with multivariate testing Have the content ready before planning the ad strategy Nurture leads to create engagement - Determine qualification - Collaborate with sales - Stay in touch even if they aren t ready to buy Kristin DiIorio, Director, Digital Marketing, CAREFUSION 5:00 Chairperson s Closing Remarks and End of Conference 6

7 Medical Device Solution Provider EARLY BIRD PRICING* Register Before Thursday June 26, 2014 Conference Only $1,795 $2,195 Conference + One Workshop $2,095 $2,395 Conference + Two Workshops $2,395 $2,695 Medical Device Solution Provider STANDARD PRICING* Register After Thursday June 26, 2014 Conference Only $1,995 $2,395 Conference + One Workshop $2,295 $2,595 Group Discount Program Save 25% per person when registering four For every three simultaneous registrations from your company, you will receive a fourth complimentary registration to the program (must register 4 at one time) this is a savings of 25% per person. Save 15% per person when registering three Can only send three? You can still save 15% off of every registration. To find out more on how you can take advantage of these group discounts, please call contact our offices at (201) Conference + Two Workshops $2,595 $2,895 Terms & Conditions By registering for an ExL Events, Inc. ( ExL Pharma ) event, you agree to the following set of terms and conditions listed below: Registration Fee: The fee includes the conference all program materials and designated continental breakfasts lunches and refreshments. Payment: Must be received in full by the conference date. All discounts will be applied to the Conference Only fee (excluding add-ons) cannot be combined with any other offer and must be paid in full at the time of order. Group discounts available to individuals must be registered simultaneously and employed by the same organization. Cancellation and Refund Policy If you need to cancel your registration for an upcoming ExL event, please note the following policies derived from the Start Date of the event: Four weeks or more:a full refund (minus a $295 processing fee) or a voucher to another ExL event valid for 18 months from the voucher issue date. Less than four weeks: A voucher to another ExL event valid for 18 months from the voucher issue date If you cancel at any time after receiving the conference documentation, the voucher issued will be $395 less * The opinions of ExL speakers do not necessarily reflect those of the companies they represent, nor ExL Events, Inc. Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker cancellation, significant effort to find a suitable replacement will be made. The content in ExL slide presentations, including news, data, advertisements and other information, is provided by ExL Events, Inc. s ( ExL s ) designated speakers and is designed for informational purposes for its attendees, and is NOT INTENDED for purposes of copywriting, nor redistribution to other outlets without the express written permission of ExL s designated speaking parties. Neither ExL, nor its content providers and/or speakers and attendees shall be liable for any errors, inaccuracies or delays in content, or for any actions taken in reliance thereon. EXL EVENTS, INC. EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, AS TO THE ACCURACY OF ANY THE CONTENT PROVIDED, OR AS TO THE FITNESS OF THE INFORMATION FOR ANY PURPOSE. Although ExL makes reasonable efforts to obtain reliable content from third parties, ExL does not guarantee the accuracy of or endorse the views or opinions given by any third party content provider. ExL presentations may point to other Internet sites that may be of interest to you, however ExL does not endorse or take responsibility for the content on such other sites Substitution Charges: There will be an administrative charge of $300 to substitute, exchange and/or replace attendee badges with a colleague occurring within five business days of the conference. ExL Pharma reserves the right to cancel any conference it deems necessary and will not be responsible for airfare hotel or any other costs incurred by registrants. ExL Pharma s liability is limited to the conference registration fee in the event of a cancellation and does not include changes in program date content speakers or venue. 7

8 Method of Payment: q Check q Credit Card Card Type: q MasterCard q Visa q AMEX Card Number: Exp. Date: Name on Card: Signature: Please contact me: q I m interested in marketing opportunities at this event q I wish to receive updates on ExL Pharma s upcoming events CONFERENCE CODE: C523 q YES! Register me for this conference! Name: Title: Company: Dept: Address: City: State: Zip: Phone: Fax: 4th For Medical Devices Leveraging Digial Communications to Foster Meaningful Relationships with Patients, Physicians and Industry Stakeholders August 11-13, 2014 ^ Minneapolis, MN ^ Hyatt Regency Minneapolis Optimize Your Corporate Presence with Responsive Web Design Create and Drive Brand Loyalty with a Meaningful Content Strategy that Fosters Engagement Apply Innovative Ideas to Maximize Your Reach Social Is the New DTC