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Agenda



8:30 a.m. - 9:20 a.m.

Registration and Networking Breakfast

9:20 a.m. - 9:30 a.m.

Welcome and Opening Remarks

Speaker: Marc Iskowitz, Editor in Chief, MM&M

9:30 a.m. - 10:10 a.m.

Keynote Speaker
More Than Pharma Fantasy: Moving Toward Modular Content Marketing


Pharma marketing has traditionally taken a "build it and they will come" approach—top-down, push-style—to which consumers and physicians are saying, "Frankly, I don't give a darn," as they quickly embrace conversations over commercials. To go where their customers are, pharma marketers must tap into this rich vein of story content. Yet, many companies are listening in user-generated forums, for instance, but not acting on the messages they hear. The answer: Communicators must adopt a strategic content-marketing approach, whereby compelling stories, built from the ground up and sourced organically, are used to engage customers. These stories must attract attention no matter the domain, in broadcast, print or digital form, or on professional or consumer networks.

Attendees will come away from this session with the following:

• An understanding of the importance of moving from brand-centricity to customer-centricity and of knowing where the customer is on the adoption ladder
• An approach to thinking about storytelling as it relates to consumer and HCP promotion
• Tips for leveraging active listening in various disease states to organically source real stories
• Insight into what successful multichannel, modular content marketing looks like
• Practical advice for shifting the marketing model in your organization

Speaker:
Deb Nevins, Senior Associate Director, Digital Promotion & Multi-Channel Marketing Strategy, Boehringer Ingelheim Pharmaceuticals

10:10 a.m. - 10:50 a.m.

Mastering The Craft of Content Marketing: Why Story and Characters Still Matter In a Tech-Driven Era

Marketing is a craft that requires mastery of form, function, and purpose. Great content comes from marketers and teams that have honed these skills. Mastering content provides marketers the ability to unlock the power of new channels and create more meaningful customer experiences. So where do aspiring content craftspeople draw their inspiration? It turns out that great characters - and their everyday stories - can inspire great content that flows with ease and power across multiple channels. This seminar will explore the 5 Surprising Sources for Generating Great Content.

Attendees will:

• Appreciate how their current skills apply to the craft of content marketing
• Identify how to influence specific audiences with their content
• Learn how to choose content topics that increase engagement
• Experience a framework for crafting great content
• Recognize how great characters inform great content
• Learn how to choose the appropriate digital channel that carries the story forward

Speaker:
Will Reese, Chief Innovation Officer, Cadient, a Cognizant Company

10:50 a.m. - 11:30 a.m.

An Engagement Story: How to Create Custom Communication to Get the Right Message to the Right Audience at the Right Time


The art of content marketing is not about the "hard sell" but about fostering an engaging and meaningful relationship with your audience. In healthcare marketing, it goes a step further. As patients have become active decision makers in their own health outcomes, generalized marketing strategies will no longer be effective. Rather than focus on widespread promotional messages and mass advertising, healthcare marketing strategies must now be built on education-based programs with custom content, messaging, and design that craft an engaging story for the individual healthcare journey. By leveraging technology, you can get the right message to the right audience at the right time. You no longer need to roll the dice, cross your fingers and hope. You can deliver a multiformat program that engages the healthcare provider, and the patient, facilitates awareness and adherence, and ultimately meets your marketing objectives. This seminar will communicate an engaging story that highlights the process of delivering a custom educational experience.

Attendees will:

• Gain insight into the current barriers to effective healthcare marketing
• Attain a better understanding of the needs of current stakeholders
• Awareness into the educational needs of patients on their individual journey
• Recognize the importance of marrying content and design to tell a compelling story
• Experience how to leverage technology to foster engagement
• Learn why a comprehensive custom educational experience is the key to engagement and reaching your marketing objectives

Speakers:
Marc Sirockman, EVP & General Manager, Artcraft Health
Josh Gilper, Director of Software Development, Artcraft Health
Shauna Aherne, Director, Market Strategy, Artcraft Health


11:30 a.m. - 11:45 a.m.

Networking and Coffee Break

11:45 a.m. - 12:25 p.m.
Case Study: Content Strategy for Clinicians


HCPs are consumers, too, and developing a strategy to provide them with relevant content comes down to determining their information needs and preferred communication channels and then planning a program, sometimes in response to an acute medical situation. Teva's ProAir respiratory brand responded to a crisis its customers were facing—asthma-related ER visits—through a combination of content that included a live event, followed by advertorials, KOL videos, rich media assets, and other collateral. This content articulated a very practical and easily-implemented procedural change designed to save lives.

Attendees of this session will learn:

• How a multi-channel content strategy can be successfully deployed to clinicians
• That the goals of brand affinity and good storytelling are not mutually exclusive
• Tips for professional content marketing throughout a brand's lifecycle
• How to set up content promotional review and approval
• Advice for moving from a push to a pull marketing model among HCPs

Speakers:

Nolan Castillo, brand manager, ProAir marketing, Teva Brand Pharmaceuticals
Brian Layden, VP, sales and business development, MPR/PRI Healthcare Solutions



12:25 p.m. - 1:05 p.m.
Panel Discussion

Moderator: Marc Iskowitz, Editor in Chief, MM&M

The panel discussion will allow attendees to ask specific questions to each expert panel presenter. Pharma client shares his/her experience (or challenges) in the realm of content marketing for healthcare.

Panelists:
Deb Nevins, Senior Associate Director, Digital Promotion & Multi-Channel Marketing Strategy, Boehringer Ingelheim Pharmaceuticals
Will Reese, Chief Innovation Officer, Cadient, a Cognizant Company
Marc Sirockman, EVP & General Manager, Artcraft Health
Josh Gilper, Director of Software Development, Artcraft Health
Shauna Aherne, Director, Market Strategy Artcraft Health
Nolan Castillo, brand manager, ProAir marketing, Teva Brand Pharmaceuticals

Brian Layden, VP, sales and business development, MPR/PRI Healthcare Solutions





Contact Information


For event information, contact Amanda Hassler at 646-638-6023 or amanda.hassler@haymarketmedia.com

Sponsored By

TAKE-AWAYS FROM SKILL SETS LIVE

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Click on any cover below to get the information from each event.


SKILL SETS LIVE: CONTENT MARKETING FOR HEALTHCARE





SKILL SETS LIVE: TURNING BIG DATA INTO DEEP INSIGHTS






SKILL SETS LIVE: MULTI-SCREEN MARKETING

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