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.

Radical collaborations that break the traditional walls among organizations is the key to understanding the needs and gaps in healthcare that have the potential to solve problems using AI. Understanding the different priorities for a complex set of stakeholders intimately involved in providing and receiving care is the first step towards building relationships. This gives rise to trust and information sharing required for sustainable implementation and adoption of AI tools in healthcare. At Partners HealthCare Pivot Labs, we are taking significant strides in this mission of building an innovation ecosystem required for designing human-centered AI solutions to re-imagine healthcare delivery and experience. This Action Learning based workshop will give you a close look into our process, success and learnings while giving you the experience of working through some real life examples.

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.

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. 

• 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

• Clarifying your brand messaging, core story and resources and the consistency of execution during customer selling interactions
• 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

According to recent Epsilon research, 80% of consumers are more likely to do business with a company if it offers a personalized experience. Can life science companies also offer this type of connection with its audiences despite the challenges of health data compliance? They can, and they are. 
Today, brands are using innovative approaches to engage patients through the communication channel that best support real-time communications – mobile. Done well, these data-driven strategies have proven to help clear some of the most common barriers to adherence and offer real value to healthcare consumers, thereby building brand loyalty for the manufacturers.
Join this session to: 

• Learn how to leverage the power and ubiquity of mobile to engage patients in branded interactions while protecting data privacy 
• Hear real-world examples of how intelligent mobile messaging drives patient behavior
• Understand the potential of these patient engagements to deliver insights that support improved doctor-patient relationships

• 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

• 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

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

• Increasing Procedure Volume Using Social Media and SEO
• Key criteria needed to understand the digital patient journey
• Understanding what digital architecture you need based on online behavioral interests
• Developing a journey map for your audience with Facebook and Instagram ads

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

• 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

• 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

• Start at the centre: Ask who exchanges value with you?
  - Why do they exchange value with you?
  - Categorize your new product in terms of how it interacts digitally (Consumption versus marketed, or both)
• Where do they consume your product?
• How do they consume your product?
• How does the digital exchange occur?
  - Is this digital approach customer-centric and value exchanging (CCVE)
  - Map value creation with customer journey using the above
  - Begin the circle with defining success and measuring your goals
• Create meaningful digital metrics aligned to your goal
  - Continue the circle by selecting your digital strategy
• Align your strategy with your metrics
  - Select tactics that support your strategy and think viral
  - Complete the circle by closely monitoring your metrics as you execute your tactics
• Return to the centre: Ask who exchanges value with you still?

Sales and marketing organizations in the Medical Device industry are under continuous pressure to adapt to increased competition, a more demanding customer base and the increased complexity of products. Hear directly from Jeff Ponder, Manager of Account Strategy and Marketing Technology at NuVasive, to learn how his team uses sales enablement to:

• Bridge the gap between sales and marketing
• Provide sales with a single source of truth to easily access relevant and compliant content
• Streamline communication about topics like product updates, industry news and training
• Leverage analytics to better understand how content is being used by reps and engaged with by customers
• Achieve close to 100% sales adoption of a new platform

• 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

• 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

• 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

• 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

• 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)

• 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

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.

• Getting access to worthwhile data
• Navigating internal road blocks
• Cleaning, analyzing, and reporting in Excel-centric organizations
• Dealing with bad data