Healthcare consumers are flocking to the social Web to post about their experiences with a given disease and the treatments they hope will help fight it. State-of-the-art search software is available to capture and process these conversations, meaning pharma has access to a wealth of consumer dialogues. Yet 'listening' to patients doesn't mean we're hearing them. Jeff Greene and Susan Eno Collins will present findings from a mining effort of thousands of online conversations about rheumatoid arthritis, along with the implications for brands across every disease category.

Healthcare consumers are flocking to the social Web to post about their experiences with a given disease and the treatments they hope will help fight it. State-of-the-art search software is available to capture and process these conversations, meaning pharma has access to a wealth of consumer dialogues. Yet 'listening' to patients doesn't mean we're hearing them. Jeff Greene and Susan Eno Collins will present findings from a mining effort of thousands of online conversations about rheumatoid arthritis, along with the implications for brands across every disease category.

As the healthcare landscape becomes increasingly digital, and pharma marketers integrate e-tactics with offline activities, there is a need to better understand how integrated strategies impact ROI. In this special webcast event, we will explore how a new technology platform called CurametRx is closing the loop on Rx analysis by capturing behavior metrics at the sales representative, medical office, patient, and pharmacy level to provide a 360° view of patient engagement journeys.

With the FDA Internet and social media hearings now complete, many Pharma marketers are left trying to answer the question, "what am I supposed to do TODAY?" Formal guidance may not be issued until 2011, yet marketers still have the need to execute digital programs responsibly.

Join Everyday Health and the IAB for a first-hand look at the issues surrounding the FDA's request for guidance on digital guidelines. From the five questions posed by the FDA to the industry's response at the hearings on November 12-13, Ben Wolin, CEO and Co-Founder of the largest online health property, and Mike Zaneis, VP of Public Affairs of the IAB, will provide a full wrap up, analysis and next steps for the industry. The FDA's last public meeting on online advertising was in1996, so this is an important issue with great implications.

As the world moves into a digital environment--so are physicians. HCPs are typically among the first to adopt new technology as it applies to their profession, including the use of mobile.

As the pharmaceutical industry embarks on a dramatic shift from "selling pills" to "selling better health outcomes," drug manufacturers are increasingly focused on improving adherence to therapy and supporting patient wellness.

Experts from pharma marketing and interactive advertising will look at what makes digital display ads work, exploring some the key elements to achieving campaign objectives and maximizing results, including awareness, brand engagement, specific direct response activity and click through.

Marketers today know the value of one-to-one marketing, but it's difficult to reach your audience on a personal level while still protecting the consumer's right to privacy. The problem is especially acute for pharmaceutical and wellness brands because few topics are as personal and closely guarded as an individual's health.

The critically important interchange between physician and patient yields the decisions that determine pharmaceutical marketing success or failure. Adding to the complexity of this care-focused dynamic are significant influences on patient diagnosis and ultimately the choice of treatment. The physician is influenced to a great extent by external forces including health plan policies, professional guidelines, clinical information, and internally by experience, education, culture, and personal values. Patients are influenced by many of the same with regard to experience, education, culture, and personal values, as well as interest in self management and the impact the disease is having on their lives. This program will explore the means to maximize marketing outcomes, despite the significant forces that impact the critical decisions made, during the physician-patient interchange.