Join us!

Agenda


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

Registration and Networking Breakfast


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

Keynote: Why Multi-Channel Marketing is Dead To Me

Speaker:  Jim DeLash, Director, Promotion Optimization, ICE-Integrated Customer Experience, US, GlaxoSmithKline

Companies practicing the art of multi-channel marketing today are doing it backwards. Marketers start developing campaigns by selecting channels when, arguably, channel selection should be one of the final decisions. This session will unveil a better approach to designing a multi-channel marketing campaign. In the future, marketers will need to better define their customer segments first, through the development of targeted and relevant creative and offers. They can then broach decisions to determine the best mix of channels and how this will lead to improved performance. We will also cover how multi-channel marketing analyses need to evolve or run the risk of inaccurate conclusions. This session is designed to challenge your way of thinking and encourage you to consider new possibilities in how you use non-personal promotions to build better relationships with your customers.


10:10 a.m. 10:50

Skills in 30: Reaching Doctors at the Moment of Care

Speaker: Heather Gervais, Vice President, Commercial Operations, Epocrates, an athenahealth service

Whether spurred by the shift to accountable care or rapid health system consolidation, our industry is changing fast. As EHRs take on a bigger role in physician workflow, there has been a tendency to view them as an avenue for promotion. Yet doctors largely favor decision support over traditional marketing in this setting. Join Heather Gervais, Vice President of Commercial Operations for Epocrates, as she discusses the challenges—and opportunities—for pharma to adapt in this fast-evolving yet imperfect area of health IT. Heather will share insights from athenahealth's network of providers, analytics strategies for providing prescribers with clinically useful reimbursement information within their workflow, and discuss considerations you need to think through when developing your content strategy in this new healthcare landscape.


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

Skills in 30: Using Big Data to Improve the HCP/Patient Dynamic

Speaker: Ezra Ernst, Chief Commercial Officer, Treato

The field of medical education continues to evolve. The advent of the electronic medical record has offered a glimpse into the possibility of customized education tailored to the needs of individual healthcare professionals. Big data has enabled educators to discern patterns in practice and tie them to population health. Now, empowered patients are making their presence known. The patient voice is rising louder than ever before and those who are able to harness this new data source will ultimately be able to more effectively educate physicians and improve the HCP-Patient dynamic. Hear from Treato's Ezra Ernst, whose career spans physician and consumer education, how professional med ed can be a tool to reach the patient and influence outcomes.


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

Networking and Coffee Break


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

Keynote: Pharma and Health Systems—Perfect Together: A Collaborative Vision for mHealth Success

Speaker: Mony Weschler, MA, CPHIMS, FHIMSS, CIIP, EMTP, Chief Strategist, Montefiore Medical Center

Healthcare futurists envision a day when, with the help of sensors and tracking technology, acute-care patients transition to a chronic-care setting more smoothly and less invasively. The big medical centers are driving toward this vision in multiple ways, making for a disjointed march toward mHealth. Meanwhile, drug and device makers—spurred by the national shift toward fee-for-value medicine—are poised to work more closely with ACOs and other healthcare providers. Can pharma be a unifying link, creating mHealth partnerships that can be be beneficial, not merely as one-off efforts, but replicated across the country? Mony Weschler, Chief Strategist at Montefiore Medical Center, offers his own view on the changes taking place (or not) in the health IT space, including opportunities for industry to support providers' clinical decision-making and what doctors are still not getting from their technology.


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

Panel Discussion: How Can BioPharma Leverage Technology to Drive a Better Care Experience for Doctors and Patients?

Moderator:

Marc Iskowitz, Editor in Chief, Medical Marketing & Media

Speakers:

Jim DeLash, Director, Promotion Optimization, ICE-Integrated Customer Experience, US, GlaxoSmithKline

Heather Gervais, Vice President Commercial Operations, Epocrates, an athenahealth service

Ezra Ernst, Chief Commercial Officer, Treato

Mony Weschler, MA, CPHIMS, FHIMSS, CIIP, EMTP, Chief Strategist, Montefiore Medical Center

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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