IV & MOBILE STRATEGIES FOR PHARMA

Transcription

1 November 6-7, 2013, Courtyard by Marriott Hotel, Warsaw IV & MOBILE STRATEGIES FOR PHARMA Together off-line in order to improve the strategies on-line! Innovation in the marketing and sales communication AMONG INSPIRATORS: René Neubach Manager, Client Services Lead, Vienna emarketing Center PFIZER Ricard Robledo Associate Professor Digital Healthcare Marketing ICEMD/ESIC BUSINESS SCHOOL Jacopo Murzi Sales and Marketing Director New Europe North JANSSEN CILAG Eryka Gizińska Director of Communications Katarzyna Wyszyńska Digital Manager SUPER-PHARM Marcin Bruś Client Partner CEE FACEBOOK Magdalena Kotowska Marketing & Digital Excellence Manager SANOFI Michał Nedoszytko Cardiologist, The founder of the BARTOSZMOWI.PL Katarzyna Miler Business Development Manager HEEL Magdalena Wojciechowicz Director of the Legal Department GIF Grzegorz Firczyk emarketing Manager POLPHARMA Barbara Rogowska New Media Manager NEW FORMULA OF THE EVENT! Additionally: a strategic simulation game epr seminar for pharma interactive topic tables open space meeting and much more O R G A N I Z E R:

2 IV CONFERENCE & MOBILE STRATEGIES FOR PHARMA Introduction Similar to previous years, we would like to encourage your mutual exchange of experience in reaching the patient and the medical professional more efficiently and for less, that can be expected from the e- marketing, mobile communication and the mixture of other communication channels. During the previous years, one of the most commonly asked questions was: whether or not to enter the realm of the Internet? Today, almost everyone is already there, whereas the most important challenges are about becoming distinctive, choosing the right media, integrating all communication channels and obviously, complying with the binding law while doing all these. During our meeting digital marketing experts from Poland and from abroad will present concrete strategies, tools and inspirations on the e-pharma marketing and the mobile marketing. Please, join us during our discussion and an exchange of experience! Aleksandra Schoen-Żmijowa - Project Director Tel aleksandra.schoen@bluebusinessmedia.com PS. This year we are offering so many new items on the agenda, including: the e-pr day, a simulation game, topic tables, a cocktail and an open space meeting: e-communication Inspirations for pharma Why is it worth joining our community of e-m@rketing & mobile for pharma: We organize annual meetings of Internet people from the pharmaceutical sector and their service providers, as we would like to offer help to companies in the form of an open, interactive exchange of experience, in order to improve company digital communication and optimise their access to all stakeholders of the pharmaceutical sector. Feedback from participants: It is the most interesting Polish e-marketing conference of the pharmaceutical sector! Very good, professional presentations by wellexperienced speakers and interesting, real-life examples of activities Włodzimierz Kuźmowicz e-marketing Project Manager, Bayer In my opinion, this year conference was very good. I have observed a positive change in pharmaceutical companies. They tend to more and more often share their achievements and experience. To sum up, I have found the right inspiration, the education and some potential business solutions Daniel Pokorowski Marketing Manager, GSK A fascinating conference, full of strategies, perspectives, profitability analyses, but mainly, tens of real examples of marketing activities Wiesław Latuszek Partner, Medycyna Praktyczna Who should participate: People responsible for the communication strategy of pharmaceutical industry companies. In particular, occupants of the following posts: 22% 17% 19% Marketing and PR Director, Manager emarketing, Digital Manager Business Unit Director and manager, Sales Director Product i Brand Manager 42%

3 Day I November 6, 2013, Wednesday AGENDA CHAIRMAN: Mariusz Borkowski, 9:00 Registration and morning coffee 9:30 9:45 Jacopo Murzi, Sales and Marketing Director, JANSSEN CILAG Digital- how the paradigm is changing What is the strategic process company should follow to develop this channels Key insights on successful projects 10:15 10:25 10:55 Multi-channel marketing how to integrate communication Pfizer René Neubach, Manager, Client Services Lead, Vienna emarketing Center, PFIZER Social media Mobile (ipad in Sales force) How to speak one voice in different channels 11:15 Coffee break 11:35 12:10 12:35 Inauguration of the meeting and the networking From the very beginning we will encourage you to open your minds to the mutual exchange of inspiration and experience! MULTICHANNEL COMMUNICATION FOR PHARMA Alternative channels of communication how to reach patient and HCP at changeable market Janssen POTENTIAL OF THE INTERNET FOR THE PHARMACEUTICAL SECTOR 2013/2014 Panel discussion among physicians and other medical professionals: Changing preferences and customs of doctors in terms of the Internet ways to smooth the digital communication. Do medical professionals want to meet pharmaceutical companies on the Internet at all? Michał Nedoszytko, Cardiologist, The founder of the BARTOSZMOWI.PL Rafał Kieszek, A surgeon, The creator of MEDtube Is the Polish GP ready for an interaction without the presence of a medical representative? What actually attracts doctors ideas in terms of the content? Entertainment? New places or the existing locations? The pharmacist like the Yeti? Where to look for one and how to t@lk with one? dr Łukasz Izbicki, The founder of the FARMACJA.NET "Pharmacist's profile" and his professional activities on the Internet The e-communication that a pharmacist expects from pharmaceutical companies and distributors The most efficient methods of engaging pharmacists on the Internet - case studies 12:45 Lunch 13:45 14:15 14:25 The original content is the King! Attracting the interest and attention of HCP in e-communication Sanofi Magdalena Kotowska, Marketing & Digital Excellence Manager, SANOFI Lacking time and attention what level of doctor s engagement can we count on? The engagement in the same content by physicians and by pharmacists what is the difference? The professional content to professionals do we always have to be serious? 14:50 15:00 15:20 16:20 16:30 17: 30 THE e-and m-pharma MAIN CHALLENGES Mobile in pharmacy Polpharma Grzegorz Firczyk, e-marketing Manager, POLPHARMA Marta Telicka, e-project Manager, POLPHARMA Practical mobile solutions for physicians Useful mobile solutions for patients Mobile in pharmacy is it worth at all? Break to choose a topic group INTERACTIVE TOPIC GROUPS We would like to invite You to discussions in smaller groups. They all aim at getting some very concrete, ready-to-use knowledge, to implement some inspiration on the most interesting topic areas You choose. There will be two rounds. Interactive topic groups round I SEM, SEO, WEB USABILITY, etc. a marketer's tool kit ROI and measuring your e and m strategies efficiency marketing indexes in practice how much can you really save with the digital marketing Streaming, video-on-line using them in HCP contacts edetailing and Closed Loop Marketing a successful use of new tools for maximizing business results Break to switch to another topic table Interactive topic groups round II NEW NETWORKING COCKTAIL an excellent opportunity to integrate even more effectively

4 Day II November 7, 2013, Thursday Ask us about : the additional day epr and SIMULATION GAME Marketing Manager, ADAMED 9:00 Registration and morning coffee 9:30 How to face the current pharmaceutical landscape through digital transformation Novartis Ricard Robledo Cortes, Associate Professor Digital Healthcare Marketing, ICEMD/ESIC BUSINESS SCHOOL Pharmaceutical industry. A shifting landscape Tablet e-detailing and the re-shape of the FF Multichannel closed Loop Marketing (MCLM): features, phases, barriers 10:00 10:10 Social media in the context of the monitoring of the patient and doctors behaviour monitoring (including the Key Opinion Leader), as well as company image and brands (OTC and Rx) 10:35 10:45 11:10 NEW COMMERCIAL MODEL SOCIAL MEDIA FOR PHARMA Michał Pilkiewicz, Country Manager, IMS HEALTH Changing patient and doctors' behaviour patterns in terms of the internet and mobile technology a trend, a curiosity or an interactive dialogue? Measuring the efficiency of the social media communication activities Case study from the Polish market for Rx and OTC products Getting access to people who are the most important to us Marcin Bruś, Client Partner, FACEBOOK People Brands New technologies Mobile devices ROI OPEN SPACE MEETING 11:35 Open space meeting: NOWOŚĆ e-communication Inspirations for pharma This innovative conference formula resembles an interactive fair to share inspiration and a specific knowledge of e-communication. Participants take part in eight consecutive talk rounds mini-presentations, at our Partners' tables, companies sharing the most interesting solutions to support Your business operations. It is a real auction of inspirations! 13:45 14:10 14:20 14:45 14:55 Coffee break 15:10 15:35 15:45 16:30 Social vs. real, setting a relation on the net and translating it into your company and product image USP Zdrowie Eryka Gizińska, Director of Communications, Barbara Rogowska, New Media Manager, Inspirations beyond our industry: Before they start to like you. Your brand in social media Super-Pharm Katarzyna Wyszyńska, SUPER-PHARM Social media in a brand marketing communication Get to know the fans of your brand and fans' expectations in front of your brand The 24/7 communication, is your brand really 100% ready for this? Developing brand credibility by e-marketing activities Heel Katarzyna Miler, HEEL Digital Manager, Business Development Manager, Brand essence vs. the e-marketing strategy Short and long-term perspective on the brand credibility and customer loyalty Examples of company e-marketing activities, also beyond the pharmaceutical sector INTERACTIVE LEGAL SESSION The e-marketing activities legal horizon the perspective by the Chief Pharmaceutical Inspectorate (GIF) Magdalena Wojciechowicz, Director of the Legal Department, CHIEF PHARMACEUTICAL INSPECTORATE (GIF) The pharmaceutical act vs. internet advertisements Types of advertising activities on the Net (the subject matter of an ad., content premises ) Supervision and law enforcement in terms of the advertising A prize drawing to award a free ticket to the next edition of the Conference 12:55 Lunch 16:40 The end of the meeting and certificates

5 DO NOT HESITATE TO APPLY TO PARTICIPATE! By applying to participate early YOU CAN SAVE! Should you have any questions regarding the registration, the participation or any other conditions YOU CAN SAVE 1000 zł! with the registration until September 13, 2013 YOU CAN SAVE 500 zł! APPLY + + with the application for conference + workshop 4 people the 5th person is FREE Feel free to contact: Anna Banaś Head of Sales anna.banas@bluebusinessmedia.com Can your company bring the added value to the communication strategy of the meeting participants? Can the tools you use and the solutions you apply support the positive changes in other companies? Would you like to share your knowledge and experience during the open space meeting: e-communication Inspirations for pharma? Get to know all the new, unusual proposals we have prepared for our CONFERENCE PARTNERS! Do you have any questions regarding any type of cooperation? Feel free to contact: Anna Chrobot B4B Communications Manager anna.chrobot@bluebusinessmedia.com Media Patrons:

6 Experience and inspirations: René Neubach Manager, Client Services Lead, Vienna emarketing Center Pfizer, Enterprise Multi Channel Marketing, GLOBAL COMMERCIAL OPERATIONS He has over 15 years experience in the digital space and been responsible for more than 800 digital projects. In early 2008, René and Christian Stehle built up the Vienna emarketing Center for Wyeth acting in Europe, Middle East and Africa, later becoming part of Specialty care Europe in Pfizer after the acquisition of Wyeth, servicing clients in more than 44 countries globally today. Jacopo Murzi Sales and Marketing Director New Europe North, JANSSEN CILAG Senior executive with diversified experience in pharmaceutical market and international corporations. Consistent successful track record in sales and marketing management, launch of new products and talent development. Passionate about customers, brand building and innovative solutions. Since 2010 responsible among others for Business Intelligence and Digital Strategy for Open Care and Hospital markets Ricard Robledo Associate Professor Digital Healthcare Marketing, ICEMD/ESIC BUSINESS SCHOOL He is also e-marketing Manager at Novartis. He is a senior digital marketer specialist in the digital healthcare business, with a focus on driving innovation through the definition and implementation of multichannel and e-detailing strategies. He is experienced in driving large scale digital healthcare marketing initiatives from strategy to execution at international and local market level. Passionate about new digital healthcare trends, e-cme, e-health and Telemedicine. Magdalena Wojciechowicz Director of the Legal Department, CHIEF PHARMACEUTICAL INSPECTORATE (GIF) Since October 2006 holding the position of the Director of the Legal Department of GIF. Since 2003 in the legal services for central authorities and local government authorities. Magdalena Kotowska Marketing & Digital Excellence Manager, SANOFI In the pharmaceutical industry for 12 years, holding various positions, from a Medical Representative, various jobs in the operational marketing until her current post. She got her experience both in innovative and generic companies (Polpharma). Grzegorz Firczyk emarketing Manager, POLPHARMA The creator of many innovative emarketing concepts and projects for Rx, OTC and Hospital products. He has developed a number of long-term Internet projects, still used to promote the Polpharma group drugs among physicians and pharmacists. He has created a team of emarketing professionals from the scratch in Polpharma. Katarzyna Wyszyńska Digital Manager, SUPER-PHARM For 13 years in the Internet sector, dealing with: marketing communication, social media, advertising and PR. She has a huge experience in planning and carrying out marketing campaigns, developing and delivering social media strategies as well as promotional and PR projects. Michał Pilkiewicz Country Manager, IMS HEALTH Knows the pharmaceutical, the FMCG and the e-commerce markets. He has participated in a successful merger and restructuring of several companies. He was one of the first people in Poland to get the international marketing diploma the Advanced CIM Certificate. He is a member of the Jury Chapter of the PNSA contest for the best sales representatives in Poland. Marcin Bruś Client Partner CEE, FACEBOOK Supports key Facebook Clients in CEE in their marketing in a social world. Marketing expert with more than a decade of FMCG. Worked in Procter & Gamble in Poland and Switzerland. Worked on 3 of the company s billion dollar brands. dr Łukasz Izbicki The founder of the FARMACJA.NET For many years responsible for the creation of marketing strategies and new product launches. He is a manager, whose professional motto is to remain open to any new ideas. Mariusz Borkowski Marketing Manager, ADAMED Experienced manager, open to new ideas. For many years have been responsible for executing marketing strategies and new products launch. Michał Nedoszytko Cardiologist, The founder of the BARTOSZMOWI.PL He has created an internet search engine of reimbursed drugs, called bartoszmowi.pl, used nowadays regularly by every third physician in Poland. It got its popularity like a virus in just few first days of its functioning. He is a passionate programmer, involved in other IT solutions to smooth GPs' everyday work, too. Katarzyna Miler Business Development Manager, HEEL In the Marketing Communication for 20 years. For the last 5 years heading the marketing department in Heel Polska. She likes to test new marketing solutions in practice, with no benchmarks available yet. She has been promoting the idea of the reasonable emarketing. Marta Telicka eproject Manager, POLPHARMA She is responsible for the execution of emarketing strategies for OTC, as well as Rx products and phytopharmacuticals. In the internet advertising for 4 years. She got her experience in ZenithOptimedia Group international media agency. Anna Sarnacka Manager, Pharmaceuticals, Biotechnology&Medical Market Consulting, ON BOARD PUBLIC RELATIONS On behalf of On Board PR Ecco Network coordinating the work of the team doing pharmaceutical projects. Responsible also for the company customers' crisis communication and delivering sector cyclical reports. Ewelina Nazarko-Ludwiczak Director, HEALTHCARE & LIFE She is a recognised expert in the healthcare and medical PR communication. The campaign, entitled Polka w ciąży (a pregnant Polish woman), carried out by her team in 2012 got the main prize of the PR sector the Z łote Spinacze (golden staples) in the category of the educational campaign, as well as the international prize SABRE Award 2012 for the best campaign originating in the Baltic states. Sebastian Bykowski General Director, PRESS-SERVICE MONITORING MEDIÓW One of the leaders of the biggest Polish agency that deals with the comprehensive media monitoring and media analyses, with the award of Gazela Biznesu 2011 (business gazelle 2011). Since 2000 participating in the creation and the development of the analysis and methods of measuring the effect of media relations activities for the biggest Polish and foreign companies. Michał Dziekoński MBA/ACM A strategist of Values, EXPERIENCE GROUP A strategist of Values, Manager with a several-year experience in the strategic marketing management for the Siemens Group, among others. He has also conducted a number of development and consulting projects for the pharmaceutical industry. He has developed several dozen original business games. Rafał Kieszek A surgeon, GENERAL AND TRANSPLANT SURGERY UNIT OF THE DZIECIĄTKA JEZUS TEACHING HOSPITAL in Warsaw, The creator of MEDtube He is an author of many scientific publications, presented during transplant medicine congresses and published in scientific professional periodicals. In MEDtube responsible for the quality of all the materials published. Eryka Gizińska Director of Communications, Since 2011 holding the position of the communication director in USP Zdrowie. She is the corporate communication and marketing manager, with years of experience in developing the communicational strategies for the most precious world brands. Norbert Kilen Strategy Director, GRUPA ON BOARD He is the co-author of the most successful campaigns for the biggest companies, the author of many publications, the teacher and the promoter of many marketing initiatives. Previously, for a few years contributed to the development of an agency dealing with electronic entertainment, the edutainment software production, computer games and the multimedia. Barbara Rogowska New Media Manager, Krzysztof Jakubiak Corporate PR Director, Polpharma Group, POLPHARMA