Digital Pharma East 2024 (Virtual)

This session will explore the dynamic intersection of sports marketing and the pharmaceutical industry, focusing on how brands can leverage omnichannel strategies to reach and engage with their target audiences. As consumers increasingly interact with brands across multiple platforms—digital, social, in-person, and more—this discussion will delve into the latest trends, innovative approaches, and best practices for integrating sports partnerships and sponsorships into a seamless marketing strategy. Industry experts will share insights on creating consistent, impactful messaging that resonates with diverse audiences while navigating the regulatory landscape unique to pharmaceuticals. This panel is essential for marketing professionals looking to enhance their brand's presence in the sports world and maximize the effectiveness of their omnichannel campaigns.

• Explore different models and functions for internal teams that will drive future innovation and allow new ideas to flourish and succeed
• Embrace failure: Creating a culture of innovation that allows for risk-taking
• Learn to work with and around the inhibitors of innovation
• Discuss new and creative ways to innovate without losing the trust and reliability associated with established marketing practices
• How to encourage a focus on creative uses of existing channels, innovative targeting methods, and unique collaborations with content or media partners to solve specific challenges
• Identify the right opportunities to incorporate new technology into your innovation strategy for maximum impact

Nudging Healthcare Marketing into the future.

The next big change in healthcare marketing is here – and it is driven by subtle, intentional, hyper-targeted pushes aimed at helping HCPs find what they need, when they need it.

With an aim to replace empty noise with precision messaging and marketing, Doceree Nudges uses data, technology, and insights to direct healthcare professionals towards positive health outcomes with timely and consistent efforts and interventions.

From reaching the right audience to assisting them in making the most valuable decisions for their patients right from their EHR workflows, from ensuring valuable patient information is made available to the HCPs at the time of prescription to helping marketers gauge the success of their marketing campaigns – Doceree Nudges tap into the endless potential of incremental positive steps to create lasting impact on the healthcare ecosystem.

In his Keynote, Dr. Harshit Jain, MD - Founder & Global CEO, Doceree will discuss the transformational power of the Nudge Theory in healthcare marketing and how Doceree is innovating a more intentionally connected and intuitive healthcare marketing ecosystem.

• Understand how storytelling can impact the patient’s perspective on care and that is different from other forms of communication
• Explore why there has been an explosive growth in using video and audio to engage patients and caregivers
• Define the key elements in the storytelling process that are particularly impactful in healthcare
• Appreciate how storytelling impacts empathy and can drive the adoption of treatments

Everyone is eager to leverage AI, but understanding when and where to apply it effectively is crucial. This talk will explore the importance of focusing on user experience and relying on data to separate the hype from real, impactful innovation in AI.

More than 50% of physicians are experiencing symptoms of burnout. Nearly a third are overwhelmed by the volume of information they receive. Every week, clinical staff are spending 15 hours on administrative tasks related to managing therapy access for patients. For healthcare providers to deliver the patient care needed amid growing demands for their time and resources, something has to give.

Attend this session to get inside the mind of today’s doctor and learn their greatest needs and:

• Participate in a live Q&A session with leading physicians and healthcare providers across specialties. Learn their current pain points, the trends they’re watching and the information they need and want from life sciences brands at the Point of Care.
• Hear insights from our latest physician survey including the technologies HCPs value at the Point of Care to deliver the type of experience patients want.
• See the latest innovation in HCP engagement: Learn about PatientPoint’s new central information hub that delivers therapy updates and wellness information to physicians and clinical staff in office and offers on-demand access to the resources and information from your brand.

• Identify the critical factors you need to know about HCPs to enable accurate and effective targeting
• Understand how HCPs are using AI in their workflows and decision-making processes and what opportunities exist for pharma
• Leverage real-time data and AI to deliver timely and relevant messages to HCPs that can optimize engagement during critical moments of care
• Hear how pharma is using AI-driven analytics and machine learning to analyze large datasets, personalize customer experiences across channels, and enhance targeting and segmentation
• Explore the importance of creating personalized messages that resonate with individual HCPs to enhance engagement

Learn how a first-ever disease education campaign to raise awareness for the importance of treating myopia in children, leveraged important information with HCPs to help them have a conversation with parents on the childhood myopia epidemic. This program quickly became the go-to destination for HCPs to educate parents and help secure myopia management services. In this case study session, we will share the strategy, tactics, and success metrics that have made MyMyopia.com a pillar in the eye care space, a powerful vehicle for product adoption, and one of the company's most valuable assets.

• Setting the strategy: Learn about the tools we used to identify the disconnect between knowledge and myopia management services and educational content needs. Meeting those needs helped us generate an opt-in database of over 10K patients and HCPs.
• Benchmarking progress and showing results: Get insights into the MyMyopia.com growth over time, key success metrics, how we excelled in periods of budget challenges and our approach to owning the most competitive keyword in the space, “myopia,” without paying to play.
• Amplifying our success and putting an unshakable stake in the ground: Get a behind-the-scenes look at the plug-and-play tool that empowered eye doctors from around the U.S. to offer myopia content on their websites for free while creating 600+ backlinks to MyMyopia. We’ll discuss the plug-in from idea to execution, including the review and approval process, so you’ll leave with actionable ideas of how to amplify your own success.

The greatest challenge for HCP marketers today is cultivating meaningful engagement. Developing the right content and positioning it in the right place is essential to making sure your message is not only seen but seen in a positive light. This presentation dissects exclusive primary research and analyzes insights from across Wolters Kluwer (350+ Journals, Websites, and platforms like Ovid and UpToDate) to examine the evolving patterns of content consumption of HCPs at a macro and granular level. We will highlight the contextual factors that make advertising messages resonate, foster trust, and drive actionable results.

As part of this discussion, we will explore how various media platforms and tactics can be optimized for an omnichannel campaign, the critical issues surrounding digital targeting (with or without physician level data), concerns about AI, and the evolving complexities inherent in navigating continuously changing privacy laws, audience perceptions, and preferences. Takeaways from this presentation will help to establish actionable steps you can take to maximize interest and engagement, while also ensuring your content remains innovative, effective, and relevant.

Sandy Donaldson, CEO & Co-Founder of Impiricus is joined by Oncologist Dr. Kashif Firozvi for a fireside chat about Pharma-HCP engagement. Join them as they explore current and future state of engagement from the perspective of a physician.

Marketing and commercial leaders must keep pace with the shifts in healthcare and understand how their customers are impacted by a world of constant disruption, rising costs, and evolving patient demand. Tracking the constantly evolving healthcare landscape is challenging, but doing it well enables you to position your products as a true value-add for your customers as they grapple with daily challenges and prepare for the future.
Join this presentation to get a deeper dive on how the right market insights can inform your strategic direction and customer-facing messages:

• Learn about the resource marketing execs at leading life sciences firms use to ensure their communications will resonate with IDN and HCP priorities.
• Discover how to access industry experts who can help distill complex issues into easy-to-understand concepts for your customers.
• Examine what pharma and med tech commercial leaders are doing to strengthen their positioning to their customers and become a trusted thought leader.