Digital Pharma East 2024 (Virtual)

Connecting patients with relevant health content and education in key moments along their healthcare journey is critical to helping them start and stay on the right therapy. But now more than ever, amid a massive industry shift to protect consumer privacy, it’s imperative to find consent-based ways to reach them. This panel will explore new, patient-centric technologies for delivering tailored health content at multiple touchpoints along the patient journey—even as the digital landscape continues to evolve.

Join us for a dynamic session that explores the intricate links between managing health conditions and navigating life's diverse daily demands. Discover how everyday obstacles can often delay essential health actions, ultimately impacting long-term well-being. This track will focus on the holistic, human-centered approach where you will gain valuable insights and actionable strategies to help condition audiences overcome daily challenges and prioritize their health. Don't miss this opportunity to learn from leading voices in the field and transform your marketing approach beyond the patient. Get ready to be engaged, informed, and empowered to help patients take health action!

• Integrate AI-driven analytics to personalize customer experiences across all channels
• Utilize machine learning algorithms to predict customer behaviors and optimize marketing strategies
• Leverage machine learning to analyze large datasets and uncover actionable insights
• Enhance targeting and segmentation by using AI to identify high-value customer segments

Visionary marketers use digital disruptions to supercharge their strategies - including changes in privacy regulations and the rise of new technologies like AI. Did you know that 88% of health-minded consumers are turning to weather as a way to manage their health?* In fact, that’s 33% more since 2020.* Take your marketing campaign by storm and learn about the strong connection with weather and wellness, so you can build trust with consumers in decision-making moments and reach your target with an inherently privacy-forward signal.

Join leaders from Novo Nordisk, a heritage company with a century's worth of work in treating chronic conditions, Wavemaker, and The Weather Company to learn how weather data is the surprising component that unlocks deeper connections with omnichannel audiences.

*Source: Weather & Health Impact Study, March 2024.

• Develop a unified customer journey map to ensure seamless interactions across all touchpoints
• Identify more moments for to engage patients along their unique healthcare journey
• Implement advanced data integration techniques to create a comprehensive view of customer interactions
• Utilize automation tools to coordinate and streamline marketing efforts across multiple channels
• Leverage real-time analytics to adjust and optimize campaigns dynamically
• Foster collaboration between marketing, sales, and customer service teams for consistent messaging

Technology aims to simplify our lives and enhance productivity. Despite powerful tools available to Pharma digital marketers, too many tools can slow us down. How much time is wasted on low-level tasks and tool-switching? By eliminating busywork and connecting technology and teams, we can streamline workflows and accelerate the MLR process.

With CMS innovations, marketing teams can reclaim technology's benefits, cut clutter, and deliver superior results efficiently. They can also make popular tools more efficient and leverage generative Ai to quickly create quality content.

Join Crescendo Collective and Magnolia as we explore how we can regain the promised benefits of technology and bring back the creativity and excitement to marketing teams.

Advertising elicits emotion. But how do you strike the right balance between empathy and education when you have a short window to reach your audience? Join experts from both the agency and client-side to discuss using creative minds, AI and analytics to inform fully integrated campaigns that are hyper-targeted, a little quirky and most importantly – attention-grabbing

In the face of growing competition for patient and physician attention from new market entrants, the rise of healthcare influencers, and an explosion of media options, the pressure to drive omnichannel marketing effectiveness and efficiency has never been higher. Particularly in fast-moving, time-sensitive therapeutic areas like oncology, it’s critical that brand information reaches patients and the ecosystem of providers that treat them in the most opportune moments. Ensuring your treatment is front and center at critical care touchpoints in the patient journey is paramount.

In a recent, independent survey, OptimizeRx found 70% of physicians believe increasing HCP and DTC communication alignment streamlines patient care, but just 13% see that synchronization in place today. This panel session will explore how life changing pharmaceutical treatments can capitalize on today’s technological advances and rich data resources to achieve tighter control on HCP / DTC messages and timing to amplify omnichannel marketing effectiveness, drive economies of scale, better inform patients and physicians, and increase commercial impact.

Though traditional media measurement metrics (clicks, impressions, visits, opens, etc.) can be useful to describe digital ecosystem channel/asset performance, they tend to fall short when describing the value of digital engagements within an omnichannel strategy. Often, this due to a missing context; a disconnect between what is being measured and what the critical business goals for specific customer journey stages.

In this case study, we will present a novel, bottom-up approach that developed a digital media measurement instrument and reporting vehicle attempting to solve this dilemma. We will discuss how a cross-functional team composed of digital, CX , and brand experts collaborated through a series of workshops and agile projects to deliver a customer-focused, omnichannel media measurement tool.