The Strategic Digital Pharma Marketing Course Add e to the mix to create a competitive edge in the new environment

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1 The Strategic Digital Pharma Marketing Course Add e to the mix to create a competitive edge in the new environment By: Ruud Kooi and Beverly Smet Vice Presidents of Across Health, Europe's leading consultancy specialised in ecrm and digital communication in life sciences. Former senior marketing leaders with J&J in the area of cross-channel CRM and digital marketing. Highly respected by their pharma clients for both their functional knowledge and hands-on experience, ranging from digital strategy formulation, to leading regional and local implementation and continuous team skill development. Top rated trainers! By attending this course, you will: 1. Be able to define a digital strategy for your brand or therapeutic area to stay competitive. 2. Know how to select the digital tactics which are best suited to achieve your specific brand plan drivers and leverage points. 3. Decide per tactic how ambitious you want to be and what it takes to implement your preferred tactic in your preferred scope. 4. Know how to tightly integrate digital into your overall marketing, sales and medical education strategy and ensure fusion of your online and offline efforts while respecting legal and regulatory guidelines. 5. Learn from well-metricised examples of successful e-tactics for physicians, consumers/caregivers and other new stakeholders like payers, nurses and pharmacists. 6. How to plan and organise your success metrics and answer ROI related question concerning your digital tactics. 12

2 What sets this course apart? The experts: Our expert-trainers, Ruud Kooi and Beverly Smet, not only have a wide international experience in digital marketing (over 100 completed projects with over 20 different pharmaceutical or medical device companies) but they have also built up a very strong reputation within the international digital community as high-impact consultants and trainers. The content: This course not only provides you with an explanation about concepts and methods. More importantly, it discusses the integration of digital in the overall business strategy and marketing plans (with practical examples) as well as the perspective of the customers and stakeholders, including several best-practice cases. Who should attend? This workshop is designed for innovative marketing, sales and medical education staff who want to optimise their communication mix and enhance customer-centricity through the selective adoption of digital. Executives from professional services organisations should request approval from the faculty prior to registering to this course. Please contact Annelies Swaan, Marketing & Sales Manager, tel +32 (0) Course agenda The course starts on the first day at 09:30h with a welcome coffee and ends on the second day at 16:30h. Day 1 Welcome & General Introduction Online Landscape Analysis Which key industry changes are accelerating the move to digital? Online behaviour and trends of physicians, patients and other stakeholders. Benchmarking surveys and other sources for a competitive assessment. Internal analysis: How to assess the e-maturity of your company? Technology trend analysis: Which new technologies may influence the patientphysician-pharma relationship and by when? Defining a Digital Innovation Strategy Strategy is a major bottleneck in most pharma companies! Step 1: Determine the buying process and key leverage points Step 2: Select amongst the 7 generic e-strategies and prioritise e-tactics Step 3: Create the 3-year roadmap Models, case studies and insights to help you understand the complex buying journey and how you can influence it through media 13

3 ipad Detailing The (sad) realities of tablet detailing What is needed for success? Closed Loop Marketing! How to activate your sales force Exercise: define your own detail-aid HCP Self-service Portals Learning from best practices in non-pharma industries Discussing examples of pharma portals The 4 different ways to make an impact Exercise: define your own homepage Marketing Remote detailing Benefits of teledetailing Best practices in pharma Medical Education Why webcasts are impactful Best practices in pharma The 5 key steps to influencing treatment choice through emeetings Exercise: recruiting participants for your live webcast Day 2 GROUP DINNER Search Engine Marketing How consumers and HCP search for health on Google SEO & SEA: how it works pros & cons examples 14

4 Social Media The social media landscape Social media in life sciences Social objectives and appropriate social technologies in Pharma Mobile Marketing General trends & technologies Mobile in Healthcare Assuring Participation A 5-step plan to webcasting success Exercise: how to recruit HCP's to maximise online participation levels? ROI and Other KPIs Factors that determine ROI in digital marketing Using Google Analytics to measure Reach & Advocacy How to measure engagement How to measure conversion (e.g. Net Promoter Score) Issues Exercises: plan your KPIs - improve a current campaign Building a Multichannel Campaign Using a 3 phase methodology to optimise the channel mix The Rep Equivalent concept Designing the marketing mix at the HCP level Exercise: build your own multichannel campaign Final Thoughts & Closing Learning methodology Ruud Kooi and Beverly Smet are very experienced in leading interactive sessions and will actively engage participants in discussions and teamwork. In addition, a business case will be used throughout the workshop to help bring theory into practice. 15

5 Meet the experts: Ruud Kooi and Beverly Smet Ruud Kooi is Vice President at Across Health. Ruud has over 15 years experience in the pharmaceutical industry and was already part of digital and ebusiness teams since the late nineties. Throughout his career, Ruud has worked for many of the top 10 big pharma in dozens of local, regional or global projects. He is known for his ability to connect digital strategy to integrated implementation. Ruud has the ability to energise brand teams in taking their first steps in the digital world and to keep that momentum by constantly enhancing the digital portfolio. Ruud has been providing digital training for over 5 years now. Beverly Smet is Vice President with Across Health. Beverly joined Across in 2006 and has a proven track record in the life sciences industry. Prior to his current role, Beverly was Managing Director for Across Health Belgium, providing support to a team of consultants that works for different pharma, devices and OTC customers. Beverly s key competencies include : multichannel strategy and campaign management, virtual selling models, closed loop marketing and fusion meded strategies. During the past 7 years, Beverly has also worked as a dedicated digital marketing consultant for the EMEA Web & Multichannel team of Johnson & Johnson. Next to fusion marketing consultancy, Beverly has also been a speaker at international events such as eyeforpharma and NextLevel Pharma. He also provides expert training sessions to pharmaceutical executives. Before his activities at Johnson & Johnson, Beverly worked five years for Royal Numico, a market leader for baby and clinical nutrition, where he created a world-class CRM loyalty model for young and expecting parents. He holds a university degree in Applied Economics and an MBA in Marketing Management. Dates, Venue & Accommodation Please have a look at Registration fee Please have a look at To register, please complete the online registration form at 16

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