Monday September 11
2:00 p.m. “Igniting Innovation: Harnessing the Power of AI for Brand Identity Design”
This workshop is designed to define and demystify AI for brand marketers, and show how it can be harnessed to generate better outcomes.
3:45 p.m. “Is Your Omnichannel Check-Engine Light On? How to Run Diagnostics and Drive Your Campaign Home”
The day’s second workshop session will unpack the mechanics of omnichannel marketing, illustrating the need for continual refinement of campaign strategy.
Tuesday September 12
8:45 a.m. Opening keynote: Dustin Garis, “Change Leadership: Be a Troublemaker”
The customer-experience expert, who cut his teeth at The Coca-Cola Company and Procter & Gamble, shares what pharma marketers can learn from CX-savvy customer-facing organizations.
9:45 a.m. “Pharma’s Digital Future: How Technology and Innovation Are Poised to Disrupt the Industry”
This panel discussion, featuring innovation leaders from Eli Lilly, Novo Nordisk, Genentech and Organon, will make the case for continued digital experimentation — whether successful or not — as essential to improving the patient and physician experience.
11:00 a.m. “Productive Partnerships: Drive Innovation and Improve Patient Outcomes Through Collaboration”
Led by leaders from GoodRx, Biogen and Publicis Health Media, this conversation offers a roadmap for effective collaboration between organizations from different parts of the healthcare spectrum.
1:45 p.m. “Unlock the Power of Collaboration Between Sales and Marketing to Drive Brand Messaging, Enhance Relationships with HCPs and Deliver a Unified Voice”
This panel discussion, featuring execs from Azurity Pharmaceuticals, Calliditas Therapeutics, Genentech and AstraZeneca, will explore how more effectively integrating sales representatives into the omnichannel mix can contribute to messaging consistency.
Wednesday September 13
8:45 a.m. Keynote presentation: Joe Horvat, “Nationally Minded, Locally Activated: Shaping a Commercial Strategy Around Customer-Centricity”
Horvat, a longtime biotech commercial leader currently serving as U.S. general manager of MorphSys, discusses the need to strike a balance between digital and in-person approaches.
9:15 a.m. “The Big Picture: How Market Trends and the Changing Healthcare Ecosystem Will Impact the Future of Commercialization in Pharma”
Led by marketing executives from Bristol Myers Squibb, Janssen, Horizon Therapeutics and GSK, this panel will assess the need to use technology effectively, both to differentiate organizations and their brands as well as to stand out in a saturated market.
11:45 a.m. “Empowering Healthcare Through Diversity: Unleashing the Potential of Black Doctors and Building Strong HCP Communities”
This fireside chat between leaders of BlackDoctor.org and The COSHAR Foundation will explore the transformative role of Black doctors in the evolving healthcare landscape as well as present a business case for greater diversity.
1:45 p.m. “Coordinating HCP Communications — How Integrating the Patient Perspective Maximizes Efficiency and Improves Outcomes”
Moderated by Malinta Therapeutics’ digital marketing chief and featuring marketing leaders from Bayer Healthcare, Harmony Biosciences, IQVIA and GoodRx, this panel will focus on the need for “audience harmonization” at a time in which audiences expect more from their digital interactions.
2:30 p.m. “Bots, Birds and Breaches: Reaching High-Quality Audiences Amid Digital Disruption”
At a time in which the effectiveness of traditional digital tactics has been compromised by issues relating to trust (read: privacy) and scale, this conversation among leaders from Alkermes, Blueprint Medicines and UCB will serve up a host of alternate approaches.
Thursday September 14
8:45 a.m. “The Isosceles Project: Reframing the Marketing Brief”
In this presentation, longtime GSK vaccines marketing ace Jim DeLash gives a status update on “The Isosceles Project,” an effort that began in January 2022 to improve the marketing briefs given to agencies.
11:00 a.m. “Maximizing Pharma Engagement on Social Media Platforms: A Collaborative Approach with Reviewers”
Promotional and regulatory affairs leaders from Johnson & Johnson and Allergan Aesthetics show how to work on social media with reviewers in a way that bolsters engagement and ensures clear communication.
