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2019 BioPharma eMarketing Summit

May 13-15, 2019 | San Diego Marriott La Jolla | San Diego, CA

ATTEND         SPONSOR

2019 BioPharma eMarketing Summit

May 13-15, 2019 | San Diego Marriott La Jolla | San Diego, CA

ATTEND         SPONSOR

2019 BioPharma eMarketing Summit

May 13-15, 2019 | San Diego Marriott La Jolla | San Diego, CA

ATTEND         SPONSOR

2019 BioPharma eMarketing Summit

May 13-15, 2019 | San Diego Marriott La Jolla | San Diego, CA

ATTEND         SPONSOR

Early-Bird Sign-Up: Register 
before 28th March, 2019 & SAVE $500 

Pre-Conference Workshop Day – Monday, May 13th, 2019

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9:45am – 10:00am

Workshop A Registration

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10:00am – 1:00pm

Pre-Conference Workshop A: 'Paradigms at War: A Crash Course In Strategy'

This intensive 3-hour digital media workshop is ideal for the busy senior marketer who wants a revealing look at the digital media landscape in 2019. This is a leave-your-ego at the door session that will uncover topics that include: selling your strategic ideas internally, techniques for managing an agency (that your agency won’t tell you), talking about campaign transparency, analytics that really matter, creating a visionary HCP campaign strategy, things patients tell Google (that they don’t tell their doctor), and Google insider tips on healthcare video marketing you won’t hear anywhere else.

Attend this workshop if you’re:

  • Building HCP-targeted Disease Awareness ad campaigns
  • Launching new products in 2019 and beyond
  • Wanting to increase your digital marketing IQ
  • Wanting to sell your digital strategy to the boss
  • Wanting tips to ensure you’re paying the lowest media prices

Join award-winning host Lori Goldberg of Silverlight Digital, the Google Premier Partner agency twice named an MM&M 100 Agency and a recent finalist for MM&M’s Small Healthcare Agency of the Year Award.

 

 

Lori Goldberg

Lori Goldberg

CEO & Founder, Silverlight Digital

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2:45pm – 3:00pm

Workshop B Registration

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3:00pm – 6:00pm

Pre-Conference Workshop B: 'Creating an Innovation Ecosystem to Disrupt Healthcare via Developing a Data-Based AI Solution for your Customers'

Kamal Jethwani, MD

Kamal Jethwani, MD

Assistant Professor of Dermatology, Massachusetts General Hospital

Sunita Joshi Patolia, PhD

Sunita Joshi Patolia, PhD

Program Manager, Connected Health Innovation

Linda Schertzer

Linda Schertzer

Former Senior Global Product Manager, Philips

Main Conference Day One – Tuesday, May 14th, 2019

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7:30am – 8:40am

Registration and Refreshments for Attendees in Exhibit / Tech Showcase Hall

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8:40am – 8:55am

Collaboration is King! Ice Breaker

 

For today’s pharmaceutical/biotech & medical device marketer, the idea of collaboration is one that should never leave the table. Successful organizations will ensure that their internal departments are working hand-in-hand with one another. And, even more successful companies know that there could be huge benefits to reap by collaborating with others across the healthcare ecosystem. To instill this idea of collaborating for success, we are going to play a fun little ice-breaker game.

 

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8:55am – 9:00am

Welcome and Chairperson’s Introduction & Opening Remarks

KEYNOTE AND PLENARIES

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9:00am – 9:30am

KEYNOTE PRESENTATION: Building Greater Intimacy with Clients and Profit from ROR (Return on Relationship)

In a connection economy, relationships are the new currency. If you want to continue to reach your customers in this hyper-competitive age of social media, your marketing needs to focus on building relationships. Your metrics need to expand beyond ROI to include ROR: Return on Relationship™, #ROR. While ROI is simple dollars and cents, ROR is about people…including the value (both perceived and real) that will accrue over time through connection, loyalty, recommendations and sharing. 

Ted Rubin

Ted Rubin

Photofy CMO, MC/Host of Brand Innovator Summits, Speaker, Author, Provocateur

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930am – 10:00am

KEYNOTE PRESENTATION: The Healthcare Search & SEO World in 2019

  • What’s changed in how people search the web, and how search engines serve results (and what that means for marketing)
  • Search vs Social? What will drive healthcare engagement in 2019?
  • How do we get trustworthy data?
  • What are the web’s true top traffic referrers?
  • Moving from SERP ranking to SERP features
Rand Fishkin

Rand Fishkin

Author, CEO & Founder, Sparktoro

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10:00am – 10:30am

Developing a Benchmarking Framework to Effectively Execute your Healthcare Strategy

  • Clarifying the brand messaging, core story and materials and how are these used with during customer selling interaction?
  • Understand how to align your team to your brand direction
  • Knowing what KPIs your team needs to meet, and how to achieve them
  • Learn how to execute this in just 6-7 weeks
Dean McAlister

Dean McAlister

Senior Vice President, Client Relationship Development, STEM Healthcare

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10:30am – 11:00am

Morning Networking & Refreshment Break in Exhibit Hall

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11:00am – 11:30am

Go To Market IDN Strategies in A Changing Healthcare Landscape

  • Examining best practices of adapting go-to-market model to effectively compete
  • Examine the regional differences and changes to the healthcare ecosystem
  • Determine if a regional or national marketing strategy will be most effective
  • Introduce a process to ensure your marketing strategies will be best aligned for current and future changes to the environment
Terry Coutsolioutsos

Terry Coutsolioutsos

Senior Vice President, Marketing, Sales Operations, and Communications (MSC), Siemens Healthineers

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11:30am – 12:00pm

Be the Brand Patients want you to be: The Power of Intelligent Mobile Adherence Solutions

  • Delivering on the constantly evolving bar of customer expectations
  • Focusing on the customer experience that will in turn lead to better business results
  • Lessons learned from shifting our focus outside of our commercial model and onto the customer
Hoss Sooudi

Hoss Sooudi

COO & General Manager, EngagedMedia

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12:00pm – 12:45pm

PANEL DISCUSSION: Leading Change: Transforming your Organization in a Rapidly Advancing Digital Health Landscape

  • Examining best practices for managing change within the digital marketing organization, as well as beyond the organization, to include agencies and other partners
  • Examining effective new ‘top down’ and ‘bottom up’ methods
  • Assessing middle managers as real change agents
  • Sharing industry best practices (or lesson learned) with medical device marketing professionals
Sanjay Shrivastava

Sanjay Shrivastava

Vice President, Marketing and Strategy, U.S. Vascular

Michael Farrington

Michael Farrington

Vice President, Global Marketing, NuVasive, Inc.

John Vieira

John Vieira

Senior Director, Global Marketing, Leo Pharma

Jon Zwinski

Jon Zwinski

Senior Vice President, Sales, Chiesi

Matt Thomas

Matt Thomas

Vice President, Marketing, Medtronic * Subject to final confirmation

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12:45pm – 2:00pm

Networking Lunch in the Exhibit Hall

2019 BioPharma eMarketing Summit Stream

2019 MedDev eMarketing Summit Stream

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2:00pm – 2:30pm

Revolutionizing Your Brand Campaign via Social Listening, Content Strategy & Predictive Modeling

  • Examining key reasons why you should reinvigorate a brand campaign
  • Predicting success via modelling market segmentation data to determine campaign direction
  • Social listening, myth busting and the power of engaging via social media
  • Examining the overall framework and bringing the campaign to life and lessons learned
Ben Putman

Ben Putman

Vice President, Digital, Revance Therapeutics

Driving Organic Growth Without Relying on Conventional Marketing Strategies

  • Understanding the behavior of your customer’s (HCPs vs. Health Systems vs. Consumers)
  • Mapping your customer’s buying process
  • Utilizing customer insights to influence key decisions to invest or walk-away
  • Identifying effective channels to effectively execute your strategy
Michael Farrington

Michael Farrington

Vice President, Global Marketing, NuVasive, Inc.

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2:30pm – 3:00pm

Physicians’ Perspectives: Leveraging HCPs’ Use of Digital Technology to Your Brand’s Advantage

  • Strengthening digital approaches to improve HCP engagement strategies
  • Refining your messaging to meet HCPs’ needs
  • Overcoming challenges of HCP engagement
  • Monitoring digital engagement
Linda Ruschau

Linda Ruschau

Chief Client Officer, PatientPoint

Content is king. Creating a Digital Storybook to Nurture your Customers

Any medical device marketer will tell you that showcasing case studies is a vital ingredient to marketing and sales success; yet very few actually master the art of writing a killer case study that doesn’t make people tune out. In this interactive, hands-on session we will:

  • Identify the “right” topic for a great story line
  • Select the “right” client
  • Understand the elements of a great case study and how to combine emotion and the business value to the story
  • Learn how to interview a subject – know which questions you need to ask
  • Craft the story for the “right” audience

 

Christine (Tina) Grogan

Christine (Tina) Grogan

Vice President, Marketing, Acelity

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3:00pm – 3:30pm

FUTURE PROOF: Bots, Bytes and Briefings. How the Future of Marketing is Already Here

  • Where chatbots work, how to build one with Microsoft Bot Framework and why they are so important in the modern era of communication. This includes a live demo of how to program a knowledge base and think about what people will say and how your bots can best respond
  • Where AI may be used in the future and how it is already here in areas like search advertising, big data analysis, market research and creative A/B testing
  • How voice skills are being used by customers to digest information, learn skills and control interfaces. This includes a live demo of three voice skills Geoff has conceptualized, coded and designed that can be applied to your business vertical
Geoff Colon

Geoff Colon

Senior Marketing Communications Designer, Microsoft & author, "Disruptive Marketing"

Utilizing Digital Strategy to Create a Content Engagement & Conversion Funnel for Patients

  • Key criteria needed to plan your overall patient engagement strategy
  • Understanding what digital architecture you need based on your target behavioral characteristics
  • Developing a journey map for your audience
  • Customizing your content strategy to get it right first time
  • Developing a conversion strategy to tap into different patient communities
Omar Khateeb

Omar Khateeb

Director of Growth Marketing & Branding, Potrero Medical

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3:30pm – 4:00pm

Afternoon Networking & Refreshment Break in Exhibit Hall

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4:00pm – 4:30pm

Artificial Intelligence — Super Hearing for Healthcare Marketers. Making AI and Machine Learning Practical

  • Learn the risks that voice interfaces present to every healthcare brand and how voice-driven search is transforming communication strategy
  • Explore the untapped market potential of personalization and the value that exists in your current marketing data
  • Discuss a real-world implementation of artificial intelligence (AI) to solve a common healthcare marketing challenge
  • Learn how AI accelerates identification and validation of critical market insights that empower creation of a durable competitive advantage
  • Define what you must do today to succeed in a future driven by AI, natural language processing, and voice interfaces
Hans Kaspersetz

Hans Kaspersetz

President and Co-Founder, Arteric

Digital Health Analytics: Cracking the Data Conundrum to Identify New Patient Sets

  • Big data vs the right data
  • The new customer journey
  • What does this mean for communication success?
Jo Ann Saitta

Jo Ann Saitta

Chief Digital Officer, Omnicom Health

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4:30pm – 5:00pm

Beyond the Pill: Sanofi’s Approach to Digital Therapeutics & Driving Improved Outcomes for Patients

  • Delivering improved patient outcomes through offering digital therapeutics which patients will actually use
  • Overcoming obstacles to adoption and aligning incentives for healthcare providers, payors and pharma
  • Navigating the regulatory pathway for digital therapeutics
  • Examining Sanofi’s approach to developing digital therapeutics to treat a wide range of diseases
Natasha Desai

Natasha Desai

Director, Digital Acceleration, Sanofi

Stop Selling Products. Start Solving Problems: Elevating your B2B Business via Segmentation and Digital Utilization

  • Examining reasons why a market leader would need a brand campaign
  • Assessing market research findings
  • Social listening, myth busting and the power of engaging moms and dads on social media
  • Bringing the campaign to life, metrics and lessons learned
  • Brand campaign updates and steps forward
Ajoy Mahtab

Ajoy Mahtab

Worldwide Vice President, Marketing & Strategy, BD

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5:00pm – 5:30pm

Customer Experience Marketing for New Products in Emerging Markets

  • Uncovering novel strategies for harmonizing your marketing and sales
  • Customer Experience Mapping – How to achieve this so you can collect insights and innovations
  • Customer Experience Design – Using service innovation and human-centered design to design exceptional customer experiences that minimize customer effort and create habits
  • Predicting consumer behavior to accelerate sales
Josef Bednarik

Josef Bednarik

Director, US Medical Affairs, Eli Lilly & Co.

PANEL DISCUSSION: Developing Successful Digital Campaigns for New Product Launches

  • Understanding key criteria required for a virtual launch of a new device product
  • Identifying unique approaches for leveraging your product marketing strategy directly through digital devices between both patient and physician
  • Multi-platform launch ideas: Assessing the viability of your customer as part launch strategy
  • Leveraging multiple digital platforms for cross-promotion with related branded products launch new products product
  • Assessing successful techniques for driving physician engagement
Christine (Tina) Grogan

Christine (Tina) Grogan

Vice President, Marketing, Acelity

Ross Sylvia

Ross Sylvia

Former Vice President, TL Fixation & Pediatrics, Nuvasive

Girish Kulkarni

Girish Kulkarni

Vice President Strategic Marketing, Fresenius Kabi

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5:30pm Onwards

Chair’s Closing Remarks, Drinks Reception and End of Day One

Main Conference Day Two – Wednesday, May 15th, 2019

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7:40am – 8:55am

Continental Breakfast for Conference Participants

2019 BioPharma eMarketing Summit Stream

2019 MedDev eMarketing Summit Stream

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8:55am – 9:00am

Chairperson’s Introduction & Opening Remarks

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9:00am – 9:30am

PANEL: Capitalizing on Social Data and Predictive Analytics to Significantly Improve Online Customer Engagement

  • Defining your marketing goals to plan your strategy
  • Understanding what your target market requires from a digital campaign
  • Examining and choosing from a series of novel digital marketing routes to differentiate yourself from your competition, and appeal to your customers
  • Deriving direct eMarketing routes of customer access based on data
  • Creating a content plan to effectively engage your target market
  • Examining launch-through-development of chosen marketing channel fundamentals
John Vieira

John Vieira

Senior Director, Global Marketing, Leo Pharma

Craig Delarge

Craig Delarge

Head of Emerging Digital Acceleration, Takeda

Chad Parizman

Chad Parizman

Head of Social Media and Digital Communications, Pfizer, Inc.

Josef Bednarik

Josef Bednarik

Director, US Medical Affairs, Eli Lilly & Co.

Jay Appel

Jay Appel

Executive Director, Worldwide Digital Hub Lead, Bristol-Myers Squibb

Streamlining Sales with Content Marketing to Deliver the Right Message at the Right Time

  • Developing a mutually-beneficial integrated sales and marketing plan based around your most valuable prospects, focusing on the buying journey, not sales process
  • Evaluating buyer metrics for prospects at each stage of the sales process
  • Assessing how long each stage of the sales process will last
  • Understanding the necessity for accurately documenting strategies used to enhance prospects further along the sales cycle
  • Systematically measuring progress: Reinforce successful strategies, and eliminate / redesign tactics unsuccessful in advancing the buyer’s journey
Austin Phillips

Austin Phillips

Chief Marketing Officer, Precision Medical Products

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9:30am – 10:00am

Designing your Social Program Content Distribution Plan for Success

  • Examining successful approaches for measuring your social media program in 2019
  • Balance in the marketing mix—avoiding too much reliance on any one medium
  • Developing a content distribution model from previous consumer-focused data-sets
  • Establishing an easy-to-follow collaborative framework with data analysts and digital marketers to tweak social campaign performance in real time
  • Understanding the importance of incorporating consumers into every aspect of the social model
  • Integrating and configuring mobile programs
Chad Parizman

Chad Parizman

Head of Social Media and Digital Communications, Pfizer, Inc.

Perfecting the Art and Science of Customer Experience Marketing

  • Uncovering novel strategies for harmonizing your marketing and sales
  • Customer Experience Mapping – How to achieve this so you can collect insights and innovations
  • Customer Experience Design – Using service innovation and human-centered design to design exceptional customer experiences that minimize customer effort and create habits
  • Predicting consumer behavior to accelerate sales
Matt Thomas

Matt Thomas

Vice President, Marketing, Medtronic * Subject to final confirmation

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10:00am – 10:30am

Re-Aligning your B2B Marketing & Sales Teams via New Digital Strategies

  • Integrating a sales and marketing plan based around your most valuable prospects, focusing on the buying journey, not sales process
  • Evaluating buyer metrics for prospects at each stage of the sales process
  • Understanding the necessity for accurately documenting strategies used to enhance prospects further along the sales cycle
  • Systematically measuring progress: Reinforce successful strategies, and eliminate / redesign tactics unsuccessful in advancing the buyer’s journey

 

 

Jon Zwinski

Jon Zwinski

Senior Vice President, Sales, Chiesi

Digital U-Turn: Transitioning from B2B to B2C Model Utilizing Digital

  • Understand the detriment that operating in silos is ineffective for most organizations
  • Determine how to effectively combine the marketing and sales departments together for a more cohesive approach
  • Identify ways your sales teams can best work with marketing strategically
  • Best practices for long-term and successful collaboration with marketing and sales
Mike Clapper

Mike Clapper

Strategic Brand Manager, Minerva Surgical

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10:30am – 11:00am

Morning Networking & Refreshment Break in Exhibit Hall

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11:00am – 11:30am

A Novartis Case Study: The Story of Biome: What are the challenges for Pharma to Accomplish this?

  • Examining how this approach minimizes the impact on your patient’s outcomes
  • Understanding how data can still be collected and analyzed without site visit information
  • Identifying how patient involvement in design led to the best possible product
Mohanad Fors

Mohanad Fors

Global Head Digital Innovation Lab, Head of Biome, Novartis

Consumer Data Insights: Partnering with Influencers to Extend Consumer Audience Reach

The new era of brand storytelling is no longer coming directly from the source. Learn how Medela utilized influencer partnerships and one big insight to ignite social media engagement.

  • According to CDC’s 2018 Breastfeeding Report Card, nearly ¼ of breastfeeding moms do not continue to breastfeed after three weeks, or 21 days
  • In an effort improve patient outcomes and authentically show mothers real breastfeeding stories, Medela partnered with two social media influencers to share their unique breastfeeding journeys from delivery through day 21 with the goal of reaching day 22; thus 22 Victories was born
  • Medela united their social media communities in celebration of the influencers’ victories and shared research-based clinical education, tips, and tools for challenges they experienced daily through Instagram and Facebook posts and stories.
  • The campaign, which launched in August 2018 in honor of National Breastfeeding Month, exceeded program KPI’s nearly 5x in engagements and 4x in reach through day and night storytelling and impactful content management.
Katie Busse

Katie Busse

Senior Manager, Digital & Social Communications, Medela

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11:30am – 12:00pm

Utilizing Social Platforms to Maximize your Brand via Storytelling

  • Examining reasons why a market leader would need a brand campaign
  • Assessing market research findings
  • Social listening, myth busting and the power of engaging moms and dads on social media
  • Bringing the campaign to life, metrics and lessons learned Brand campaign updates and steps forward
Stefan Jensen

Stefan Jensen

Chief Executive Officer, Partner, Motionstrand

Matias Coo

Matias Coo

Director of Strategy and Innovation, Avanir Pharmaceuticals

A Startup Guide to Profitably Connecting Patients with your Physicians

  • Assessing historic successful print marketing materials and how these can be utilized in a digital format
  • Identifying and examining successful creative formats to enhance the delivery of online digital catalogs, and product literature to physicians and hospitals more efficiently
  • Examining innovative strategies displaying how these materials can be effectively adopted and used via reps in a customer facing manner through cloud systems

 

Thomas Panchak

Thomas Panchak

Senior Director, Marketing Communications, NeoTract | Teleflex

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12:00pm – 1:15pm

Networking Lunch in the Exhibit Hall

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1:15pm – 1:45pm

Bridging the Gap Between Marketing and IT in a Digital Revolution

  • Getting to know your customers on a deeper level: Rally around customer service
  • Working together to accelerate innovation: Unifying customer data across all channels
  • Responsible data management: Turning data into value
  • Collaborating with product teams to develop brand strategies and marketing plans targeting both B2B and B2C audiences
Girish Kulkarni

Girish Kulkarni

Vice President Strategic Marketing, Fresenius Kabi

Enhancing Consumer Engagement via Utilizing Digital Platforms and Enabled Solutions for Smoking Cessation

 

 

 

Nancy Sabin

Nancy Sabin

Managing Director; Global Smoking Cessation, Johnson & Johnson * Awaiting final confirmation

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1:45pm – 2:15pm

Maximizing Digital and Social for Patient activation and Commercial Success

  • Why social must align with business objectives
  • How companies/brands should organize their teams for social success
  • How to integrate social into the overall marketing mix
  • Why engagement is at the heart of social success
  • How to develop “Brand Ambassadors” that count
Bob Baurys

Bob Baurys

Founder & CEO, 83bar

Targeted Digital Strategy for Healthcare Customer Experience (Cx)

  • Developing a Customer Experience Strategy – consistent approach to business planning
  • Identifying relevant customer segments and channels
  • Developing engaging customer communications and offerings – what’s their journey through the system
  • Tracking results and evolving your approach
Reena Mishra

Reena Mishra

Director of Marketing, SI Bone

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2:15pm – 2:45pm

Managing Prescription Drug Advertising Risks While Innovating in Social Media Marketing

  • Navigating compliance hurdles for the first prescription pharmaceutical brand with an active presence on Instagram
  • Creating engaging and interactive content including a social media quiz
  • Understanding what it takes to be a leader in implementing the latest social media marketing trends
  • Examine how your Marketing and Promotional Review team need to work together to manage potential prescription drug advertising risks in social media marketing
Sharon Delshad

Sharon Delshad

Director, Compliance and Legal Affairs, Nalpropion Pharmaceuticals

Brand Storytelling: Listening to the Consumer Data to Enhance your Approach

  • How the convergence of technology and life sciences will transform humanity
  • Why the health information revolution is only just getting started
  • How your business can make the shift to light-speed in health innovation
  • Defining what digital means for your organization and understanding a vision worth fighting for
  • Design your organization to deliver on the vision (not the other way around)
Stephanie Habif

Stephanie Habif

Senior Director, Behavioral Sciences, Tandem Diabetes Care

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2:45pm – 3:10pm

Afternoon Networking & Refreshment Break in Exhibit Hall

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3:10pm – 3:40pm

Maximizing Brand Potential: Enhancing Physician Engagement Using a Multi- Channel Approach

  • Understanding key criteria needed to building lasting relationships with your key customer segments
  • Examining customer variables including to understand how you can target these within one multi-channel approach
  • Identifying fundamental customer needs
  • Collaborating this data into a multi-channel digital marketing plan
  • Discussing successful multi-channel marketing campaigns through strategic consumer engagement
Parth Khanna

Parth Khanna

Chief Executive Officer, ACTO

Lifecycle of Engagement: Leveraging Digital & Big Data Profiling

  • Utilizing search, social, AI etc, driven by big data profiling to drive patient demand from pipeline to conversion and into customer advocacy
  • Using this conversion data for creating a pathway for new therapies/technology
  • Highlighting case studies in the EU as well as US Trial recruitment for medical devices as well as cohesive marketing/IT collaboration
Amanda Sparling

Amanda Sparling

Marketing Director, EndoStim

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3:40pm – 4:10pm

Enhancing HCP Engagement and Customer Experience via Digital

  • Uncovering novel strategies for harmonizing your marketing and sales
  • Customer Experience Mapping – How to achieve this so you can collect insights and innovations
  • Customer Experience Design – Using service innovation and human-centered design to design exceptional customer experiences that minimize customer effort and create habits
  • Predicting consumer behavior to accelerate sales
Daemion Johnson

Daemion Johnson

Director, Patient Engagement and Advocacy, GlaxoSmithKline

Cracking the Online Digital Marketplace: Successfully Transitioning your Consumer Product to Amazon/Alibaba to Keep up with the Online Sales Revolution

  • Examining the device DTC landscape and identifying key opportunities for positioning your products in online marketplaces
  • Key criteria and knowledge for you to crack the Amazon sales algorithms
  • Examining a story on how we shifted 20% percent of their offline revenue to online in just one year
Umer Paracha

Umer Paracha

Associate Director, eCommerce & Digital Marketing, Lansinoh Laboratories

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4:10pm – 4:40pm

Measuring Digital Analytics to Enhance the Corporate Reputation

  • Uncover how to measure efficient and non-efficient strategies of your organization's communication process
  • Discuss the importance of access to data-driven insights for successful communications
  • Analyze effective digital and social media strategies to best reach your customer
Vandana Singh

Vandana Singh

Director, Corporate Analytics, Bristol-Myers Squibb

Streamlining Sales Force Communication Through Multi-Channel Digital Marketing

  • Embracing transparency
  • Encouraging collaboration - the importance of sharing learnings and insights between departments
  • Implementing a learning and development program that caters to all levels
  • Utilizing digital to mitigate and leverage risk
  • Innovation: Understanding how to create a culture of innovators within your group
Kallie Bonnell

Kallie Bonnell

Global Digital Marketing Manager, Backman Coulter

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4:40pm –5:10pm

Capitalizing on Successful Data-Driven Decision-Making via Harmonizing your Marketing and IT Divisions

  • Understanding the evolution of device HCP behavior in the digital age
  • Mapping your buyer personal touch points
  • Utilizing customer data analytics to develop and execute your strategy
  • Sourcing effective digital platforms to effectively execute your strategy
Ben Atkinson

Ben Atkinson

Senior Digital Marketing Manager, Clinical Genomics

Blue Ocean Strategy: Challenging Healthcare’s Conventional Wisdom about which Buyer Group to Target

  • Understanding what Blue Ocean Strategy is and how healthcare brands can capitalize via digital campaigns
  • Examining buyer groups to gain new insights into how to unlock a leap in value for a previously overlooked set of buyers
  • Shifting focus to patients via digital engagement to open a new potential product group
  • Discussing examples of major strategic shifts in healthcare product positioning and consumer behavior based off rethinking the end user targeting and engagement strategy
Kasia Hein-Peters, MD

Kasia Hein-Peters, MD

Vice President, Global Marketing and Communication, Terumo BCT

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5:10pm

Chair’s Wrap-up & Conclusion of 2019 West Summit

Early-Bird Sign-Up: Register 
before 28th March 2019 & SAVE $500 

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