Digital Pharma East 2024 (Virtual)

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The healthcare industry is on the brink of profound transformation, and this will have tremendous effect on how brands go to market- from clinical to commercialization and beyond.

In the next five years alone, we anticipate the debut of approximately 250 to 270 novel therapies and a significant portion of these will emerge in highly specialized domains like Oncology, Immunology and Obesity. These advancements promise to enhance the quality of life and improve the survival rates for patients across both rare and prevalent diseases.
As we venture into a future where medicine becomes increasingly specialized and personalized, it is imperative for brand marketers to adapt and lead this evolution. Join IQVIA Digital and the IQVIA Institute as we:

• Showcase how innovation and technology are propelling healthcare forward and the implications for brand marketers as they refine their communication strategies.
• Examine the pivotal role of digital marketing in navigating the upcoming challenges and opportunities associated with the expanding scope and intricate complexity of future treatment options
• Highlight strategies to pinpoint and captivate the appropriate audiences with a heightened level of personalization and the necessary methodologies required to gauge the effectiveness of these engagements

• Understand how changing healthcare dynamics and customer expectations are impacting commercial models and customer engagement strategies
• Consider the current needs and unique value drivers for payors, providers and patients to create distinctive, dynamic and rewarding customer communications
• Examine the importance of coordination among patient marketing, digital, field teams, and HCPs to deliver a unified and supportive customer-centric experience
• Explore innovations that enhance customer experience and engagement through both digital and traditional channels
• Practical examples of how pharma companies are innovating to meet customer needs and drive shared value

An increase in out-of-pocket costs (OOPs), a reduction in formulary coverage, and increased hurdles such as prior authorization for patients and HCPs requires thoughtful changes in the ways prescription brands go to market in the US. Beyond product education and promotion, patient centricity has collided with the patient-as-payer trend, in which medication access and affordability barriers can severely limit the uptake of both new and old therapies.

This has caused brand teams to reevaluate their traditional go-to-market strategies that may persuade HCPs to write a product, but cannot persuade patients to pick it up at the pharmacy or continue taking it, month after month. In this new world, patient-centric solutions like point-of-sale cash coupons, manufacturers’ copay assistance, and patient support programs are the dependable levers that ensure life-saving medicines reach the people who need them most.

This expert client panel hosted by GoodRx will feature a range of perspectives on this new approach to patient centricity, including strategies to:

• Embrace the patient-as-payer persona as a key element in your go-to-market strategies
• Redefine “patient-centric experience” in your organizations to include innovations and optimization of offerings that ensure patients can access and afford the treatments they need, and
• Leverage medication affordability to improve patient adherence and health outcomes.

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• Examine the shift from linear to more collaborative, cross-stakeholder processes throughout the entire marketing lifecycle
• Explore the evolving structure of pharma companies and strategies for staying agile and adapting to change management to foster growth
• Who will be the decision-makers and how will decisions be made under these new operating models? 
• How does the changing pharma framework impact agency/solution provider and pharma relationship?

An important part of brands making their marketing dollars work exponentially harder is by leveraging synergistic promotional campaigns for both consumers and HCPs. After all millions of dollars are spent on creative saying “ask your doctor about BRAND”. So let’s make sure those doctors are ready to discuss your brand. It is the doctor who ultimately decides whether or not, and what, to prescribe for the presenting patient. ensures that your brand gets top of mind awareness with appropriate brand messaging to ensure you get the in-office pull through for your DTC campaigns.

When DTC and HCP marketing efforts are synchronized, MarketShare, prescribing productivity, and penetration among key physicians becomes increasingly easier and more effective in ensuring in-office pull though. Learn how synchronized strategies can drive better outcomes for doctors, patients, and your advertising campaign.

• Optimize ad spend across digital channels to maximize ROI in light of changing consumer behaviors
• Methods for merging data sources to obtain accurate analytics given the complex measurement challenges
• Creative ways to tell your story in this new medium for advertising
• Understand the current FDA guidance and regulatory challenges to minimize risk
• Leverage addressable and social media advertising to enhance targeting precision and engagement

In the rapidly evolving digital landscape, pharma marketers are tasked with ensuring their campaigns cut through the noise and reach their target audiences effectively. "Unbreak the Internet for Pharma Marketers" is designed to address these challenges head-on, showcasing innovative strategies and real-world case studies that highlight the power of data-driven insights and advanced technology. Join The Trade Desk and industry leaders as they delve into key topics that are transforming the pharma marketing arena.

• Align social media marketing efforts with the company’s overall business strategy

• Recognize the limits and risks associated with social media to ascertain whether it’s the right path for your brand and company objectives
• Put guardrails in place to ensure clarity, authenticity and consistency in communications
• Build online communities and creating dynamic online contact to connect with customers
• Understand how to develop an impactful and compliant social media influencer program—balancing both brand goals and regulatory considerations
• Identify the types of influencers that can work for your company and brand

Navigating the intricate world of Healthcare Professional (HCP) advertising requires a nuanced understanding of HCPs' impact on brands. This impact is determined by three key factors: prescribing behavior, influence, and interactions with the brand. Without a clear insight into how each HCP scores on these determinants, brands lack a comprehensive view of their influence on commercial success. Moreover, achieving omnichannel potential necessitates the integration and coordination of HCP and patient audience creation, activation, and measurement through a unified data strategy.

In this session, we will explore how Swoop has redefined HCP marketing by leveraging advanced AI and data applications in healthcare. Discover how we are pioneering the use of technology and AI-driven strategies to create a healthier, more informed world, ultimately shaping the future of HCP advertising.

This session will highlight how Azurity Pharmaceuticals effectively utilized two existing strategic partners—a media planning agency and a zero-party data survey platform—to drive substantial media efficiencies automatically by simply connecting the data from these two systems.