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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:Sunny with a Chance of Engagement: The Ideal Conditions for Multichannel Success in HCP Marketing

Speaker: Eric Rothstein, Executive Director, Customer Channels & Solutions, Merck

We talk about multichannel marketing being table stakes in pharma marketing, but for the most part we're still doing multiple-channel marketing. Teams are getting better at deploying the right content through the right channel, but what's the customer experience across brands? As we diversify the channel mix, does IT allow us a 360-degree view of the customer? This talk will discuss the barriers to seamless multichannel marketing, and what we can do to train teams to achieve a meaningful experience for physicians while connecting channels like remote customer contact centers and face-to-face reps with non-personal, social and DTC. Marketers, in addition to being functionally competent in digital media, must also be a force for organizational change.

Points to be covered:

- Organizational change: How to build the right culture and structure for planning and execution of integrated multichannel efforts

- Governance: getting alignment across brand and customer teams

- Content management: building the right capabilities

- Funding: budgets for data and IT

- Managing organizational capacity

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

Skills in 30: The Science of Personalized Marketing

Speaker: Boris Kushkuley, PhD, Executive VP, Multichannel Marketing and Consulting for Intouch Solutions

Historically, most marketing activity centered around one-directional campaigns. They were carefully designed, but at the same time, the canned, one-size-fits-all messages were blasted from TV screens, pages of magazines or scientific journals. One exception has been sales reps who have played the role of the ultimate customer-centric machine. They knew about their customers' prescribing habits, their practice needs, and personal and professional preferences. Due to financial and regulatory pressures on pharma companies, the sales force is becoming less and less effective. Customers too have lost interest for the the steam of one-directional, one-size-fits-all campaigns.

The role of non-personal promotion has grown. This presents an opportunity to better leverage the power of big data and a inherent feedback loop, built into new channels, to recreate (and sometimes exceed) our ability to personalize and tailor unique experiences for physicians, patients, caregivers or nurses.

To begin, we must map this experience, along the customer's journey, across multiple touch points, over time. It requires a significantly more sophisticated approach for designing a live, constantly changing ecosystem of tactics that morph in real-time to deliver on customer needs.

Welcome to the world of personalized and dynamic experience.

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

Skills in 30: Leveraging Technology to Unify Multichannel Marketing Engagement

Speaker: Simone Bailey, Strategy Director, Technology and Applications, IMS Health

Speaker: Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare

Life Sciences brand teams are increasingly keen to emulate multichannel marketing best practices of their counterparts in consumer goods and retail. Even aside from the regulatory environment they operate in, there are other fundamental barriers slowing down progress of brands and the agencies that support them. Critical data isn't integrated, campaigns operate in silos, and it can be difficult to receive timely feedback on campaign success. Leveraging an appropriate marketing technology platform can remedy many of these challenges. As a result, many agencies are developing strategic relationships with appropriate software providers to offer more to the brand teams they support and differentiate from their competition. Brand teams are likewise prioritizing, putting the foundational components for marketing success in place so they can focus on the big picture. Hear examples of the challenges and benefits that life science companies have had in implementing these solutions.

11:45 a.m. - 12:25 p.m.

Skills in 30: The Content as a Service Model - An Emerging New Strategy for Deeper Customer Engagement

Speaker: Fred Petito, Chief Customer Engagement Officer, Guidemark Health

Speaker: Jen Dally, Senior Manager Commercial Services, Abbott Nutritionals

Healthcare Marketers face more challenges than ever: proliferating channels and an increasingly cluttered media landscape to name just two. To standout, health brands need to find new ways to innovate. While traditional content marketing can be effective, it often falls short when it comes to effectively engaging customers and helping them solve the problems that are most important to them. The Content as a Service (CaaS) model is an emerging strategic approach that goes beyond content marketing and content management to drive deeper and more meaningful customer engagement. The women's health space is a great example of where several innovative brands have used the CaaS approach in this way. To help Healthcare Marketers make this shift we must ask, what can we learn from consumer marketing?

12:25 p.m. - 1:05 p.m.
Panel Discussion: How can industry use value based marketing to go beyond the product?

Moderator: Marc Iskowitz, Editor in Chief, Medical Marketing & Media

Speakers:
Keynote: Eric Rothstein, Executive Director, Customer Channels & Solutions, Merck
Boris Kushkuley, PhD, is Executive VP, Multichannel Marketing and Consulting, Intouch Solutions
Simone Bailey, Strategy Director, Technology and Applications, IMS Health
Bruce Markewicz, Managing Director, Interactive, Beacon Healthcare
Fred Petito, Chief Customer Engagement Officer, Guidemark Health
Jen Dally, Senior Manager Commercial Services, Abbott Nutritionals

Contact Information


For sponsorship information, contact Doreen Gates at 267-477-1151 or

doreen.gates@haymarketmedia.com


Sponsored By

          

TAKE-AWAYS FROM SKILL SETS LIVE

If you missed any of MM&M's Skill Sets Live events, we're now giving you a second chance to get up to speed, with insightful e-books on each event, with all the key take-aways.


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


SKILL SETS LIVE: ENHANCING MULTICHANNEL MARKETING







SKILL SETS LIVE: DIGITAL SALES ENABLEMENT 3.0







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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