Agenda

8:00 AM - 8:55 AM

Registration & Networking Breakfast

8:55 AM - 9:00 AM

Welcome

  • Opening Remarks

Speaker(s)

  • Marc Iskowitz earned his BA in journalism from Rutgers University and has written for several news outlets. Publishing stints include a number of healthcare-related B2B magazines. While at ePharmaceuticals, he became the sole writer of the “ePharm5” daily newsletter, chronicling the early days of digital health through such stories as the sale of Medscape to WebMD. His writing work has also taken him to the health practice of PR agency Makovsky & Co., as well as to the communications office of Mount Sinai Hospital in New York City. Since joining the staff of Medical Marketing & Media (MM&M) first as a reporter, Marc has covered such beats as CME, healthcare ad agencies, marketing research, professional media, and DTC/HCP promotion. He has also moderated judging panels for the MM&M Awards and the PRWeek Awards. He became editor-in-chief of MM&M in 2014, after spending five years as features editor.
9:00 AM - 9:30 AM

How a Culture of Data Drives Success in Biopharma

  • Keynote

Inspired by the direction of CEO Craig Landau, Purdue Pharma is fully embracing a data science culture to ensure the best decisions are made for the business- and we're not just talking about commercial!

In this dual keynote, Purdue's commercial and medical affairs data leads share how a cross functional approach to data and analytics is fueling their success in biopharma. Discover how a robust data strategy can transform your business, from both a medical and commercial perspective.

Speaker(s)

  • David currently leads Purdue’s Market Insights and Analytics group where he is responsible for leading in-line and new product forecasting, market research, competitive intelligence, and all commercial analytics functions. Prior to joining Purdue, he was a consultant at Easton Associates, an international consulting firm specializing in product and business strategy for companies in the life sciences industries. There David led opportunity assessments, due diligence analyses and go to market strategies for numerous novel pharmaceutical therapies, medical devices and diagnostic tests. David began his pharmaceutical career at Bristol Myers Squibb, where he was selected to participate in their management development program.

    David holds a Bachelor of Arts in Psychology from Cornell University. In addition, he holds a Masters of Business Administration in Healthcare Finance and Strategy and a Masters of Public Health with honors both from Yale University.
  • Dr. Steven Labkoff is a global medical leader with a track record of developing cutting edge strategies towards new healthcare delivery models.  He has demonstrated success in the convergence of medicine, life sciences and policy across disparate organizations including government, non-government organizations (NGOs), health plans and academic institutions.

     

    He currently Executive Director, Medical Affairs, Products, Pipeline & Strategy at Purdue Pharma. In that role he is leading Purdue’s Big Data initiative as well as business development efforts from a medical perspective.  Prior to Purdue he was Vice President of Life Sciences at Intelligent Medical Objects.

9:30 AM - 9:50 AM

The Freedom to Fail

  • Keynote

Using predictive analytics to simulate, experiment with and optimize your approach to marketing. 

• Test it before you try it by using simulation-based modeling
• Arm yourself with the data to validate new approaches
• Stop investing in things only because ‘we did it last year’
• Move from instinct to evidence heading into 2018

Speaker(s)

  • As Managing Director of Data Science for inVentiv Health Communications, Patrick partners with agency teams to build and implement unique offerings in the predictive analytics, strategic planning, and measurement space. Patrick’s experience building award-winning marketing platforms for some of the world’s most recognized companies and his diverse background in retail, e-commerce, travel, consumer, and healthcare allow him to bring diverse expertise and strategic guidance to business challenges. Prior to inVentiv Health Communications, Patrick developed digital platform strategies that defined effective ways to approach the digital consumer experience for companies such as Orbitz.com and Sears Holdings Online Services.

Sponsored by : inVentiv Health Communications

9:50 AM - 10:20 AM

Implementing Next Gen Analytics

  • Workshop

The ride-sharing industry is a lucrative one, and much of their success can be attributed to an advanced data science skillset. This workshop uncovers how Via uses machine learning to predict demand and supply and optimize the promotions needed to power their ride-sharing app. Gain an outside industry perspective on the use of advanced algorithms and how to apply data science in product promotions.

Speaker(s)

  • Aleks Sinayev is a data scientist at Via Transportation concentrating on machine learning, with a strong background in traditional and Bayesian statistical modeling and experimental design. He holds a PhD in Quantitative Psychology which informs his work.
10:20 AM - 10:30 AM

Rapid Fire

  • AI – Super Hearing for Healthcare Marketers

Identifying weak but important signals amongst the vast quantities of data that we collect is essential for healthcare brands to communicate authentically with customers. Learn how artificial intelligence (AI) uncovers customer needs and audience behaviors that go undetected by human data analysis. Prepare your brands for the new strategic realities that voice-driven search creates and for the personalization opportunities that AI generates

Speaker(s)

  • Hans Kaspersetz is the co-founder, chief operating officer and chief strategist of Arteric, a healthcare digital marketing agency built on a foundation of state-of-the-art software engineering. A lifelong software developer turned healthcare marketer, Hans builds and guides teams of world-class software developers that drive change in healthcare and other industries. Hans’s more than 20 years of experience and unique perspective on digital strategy, healthcare SEO, and developing digital assets that work everywhere, every time has contributed to blockbuster brand launches. An equally passionate teacher, Hans is an invited speaker at conferences on exploration, Web development and search engine optimization.

Sponsored by : Arteric

10:30 AM - 10:55 AM

Networking Break

10:55 AM - 11:25 AM

A Picture Is Worth a Thousand Words, So Is Your Data!

  • Workshop

This workshop explores the art of omnichannel storytelling using intricate data sets as the foundation. Learn how to marry data visualization with a narrative to demonstrate how analytics lead to insights and then activation for your brands.

 

Speaker(s)

  • The convergence of health, communications, and technology demands expertise in all three disciplines to succeed in today’s rapidly evolving market place. As a proven medical writer, brand marketer, and digital innovator, Spitz is uniquely positioned to help lead Sentient’s strategic practice. For the past 20 years he has developed omnichannel campaigns for top pharma and device brands, and spearheaded agency innovation, digital transformation, and emerging channels for diverse agencies from AOR to DAOR to PR. 

Sponsored by : Sentient, a W2O Company

11:25 AM - 11:35 AM

Discovering Deeper Insights, Quickly.

  • Rapid Fire

With over a quintillion bytes of data produced daily, organizing and managing that data to produce valuable insights is difficult. Creating the proper data architecture is integral to getting to actionable insights. Using visualizations tools such as Tableau and a proper database structure this is easier than it may seem.

Speaker(s)

Sponsored by : Underscore Marketing

11:35 AM - 12:05 PM

The New 4 P’s of Pharmaceutical Marketing

  • Workshop

No longer can we only rely on the original 4-P’s (product, place, promotion and price) we must understand the disruption technology and data have caused to our industry and our stakeholders. In this session, we will explore ideas and examples of how we can all leverage the new 4 P’s of marketing to support our business.

Speaker(s)

  • A visionary with more than 20 years of experience in digital marketing, John is an expert in strategy and business intelligence, combining a powerful blend of high-level analytic methodologies with battle-tested strategic implementation. John’s focus is to unify the worlds of BI, IT and marketing into cohesive, measurable, result-driving initiatives. He is an authority in the development of multidimensional relational databases and management of closed-loop analytics, including consumer segmentation, statistical modeling and interactive reporting, and has been the architect behind many award-winning multichannel marketing campaigns.

Sponsored by : Luckie & Co.

12:05 PM - 12:15 PM

Rapid Fire

  • Finding Propensity: A Smarter, More Efficient Way to Engage

See examples of HCP and consumer engagement insights and understand the power of a Propensity Model to limit resources expended on lower priority audiences while uncovering high-potential segments that traditional methods often overlook.

Speaker(s)

Sponsored by : Aptus Health

12:15 PM - 12:45 PM

Collective Insights Panel

  • Closing Panel

This closing panel invites the speakers of the day to connect for an insightful and well-rounded discussion to wrap up the days learning.

Speaker(s)

  • A visionary with more than 20 years of experience in digital marketing, John is an expert in strategy and business intelligence, combining a powerful blend of high-level analytic methodologies with battle-tested strategic implementation. John’s focus is to unify the worlds of BI, IT and marketing into cohesive, measurable, result-driving initiatives. He is an authority in the development of multidimensional relational databases and management of closed-loop analytics, including consumer segmentation, statistical modeling and interactive reporting, and has been the architect behind many award-winning multichannel marketing campaigns.
  • Marc Iskowitz earned his BA in journalism from Rutgers University and has written for several news outlets. Publishing stints include a number of healthcare-related B2B magazines. While at ePharmaceuticals, he became the sole writer of the “ePharm5” daily newsletter, chronicling the early days of digital health through such stories as the sale of Medscape to WebMD. His writing work has also taken him to the health practice of PR agency Makovsky & Co., as well as to the communications office of Mount Sinai Hospital in New York City. Since joining the staff of Medical Marketing & Media (MM&M) first as a reporter, Marc has covered such beats as CME, healthcare ad agencies, marketing research, professional media, and DTC/HCP promotion. He has also moderated judging panels for the MM&M Awards and the PRWeek Awards. He became editor-in-chief of MM&M in 2014, after spending five years as features editor.
  • The convergence of health, communications, and technology demands expertise in all three disciplines to succeed in today’s rapidly evolving market place. As a proven medical writer, brand marketer, and digital innovator, Spitz is uniquely positioned to help lead Sentient’s strategic practice. For the past 20 years he has developed omnichannel campaigns for top pharma and device brands, and spearheaded agency innovation, digital transformation, and emerging channels for diverse agencies from AOR to DAOR to PR. 

  • As Managing Director of Data Science for inVentiv Health Communications, Patrick partners with agency teams to build and implement unique offerings in the predictive analytics, strategic planning, and measurement space. Patrick’s experience building award-winning marketing platforms for some of the world’s most recognized companies and his diverse background in retail, e-commerce, travel, consumer, and healthcare allow him to bring diverse expertise and strategic guidance to business challenges. Prior to inVentiv Health Communications, Patrick developed digital platform strategies that defined effective ways to approach the digital consumer experience for companies such as Orbitz.com and Sears Holdings Online Services.
  • Dr. Steven Labkoff is a global medical leader with a track record of developing cutting edge strategies towards new healthcare delivery models.  He has demonstrated success in the convergence of medicine, life sciences and policy across disparate organizations including government, non-government organizations (NGOs), health plans and academic institutions.

     

    He currently Executive Director, Medical Affairs, Products, Pipeline & Strategy at Purdue Pharma. In that role he is leading Purdue’s Big Data initiative as well as business development efforts from a medical perspective.  Prior to Purdue he was Vice President of Life Sciences at Intelligent Medical Objects.

12:45 PM - 12:50 PM
  • Closing Remarks