Drive Engagement, Value & Profits With Compliant & Impactful Pharma Social Media Strategies: Compelling, Compliant, Insight-Driven Customer Engagement Strategies For Patients, HCPs, Internal & External
Stakeholders • Forward-Thinking, Multi-Channel Social Media Strategies & Energising Digital Technologies
• Performance Benchmarking With Robust Measurement Strategies To Secure Internal Buy-In, Investment & Support
08.30 Registration, Morning Coffee & Objective Setting
09.10 GIC Welcome, Interactive Voting Introduction & Morning Co-Chairs’ Opening Remarks
Mhari Coxon
Global Marketing Manager CH Global Categories
GSK
Dirk Abeel
Global Medical Sales Director
Reckitt Benckiser
Winning Social Media Strategies
09.20 Fuel Business Growth With Informed & Targeted Multi-Channel Social Media Strategies To Drive Engagement Across The Board
- Identify the best platform mix for your social media strategy for seamlessly integrated campaigns with relevant, engaging content on the right platforms
- The bigger picture! Ensure social media fits into the overall multi-channel comms strategy to drive digital success
- New channels, influencer marketing and innovation: as the social media landscape evolves, how can pharma keep up?
- Ensure you achieve best-in-class social media when social media is not always the number one strategy and compliance and internal disinterest can seem insurmountable hurdles
Pia Beltrão Hansen
Senior Global
Communications Manager
LEO Pharma A/S
Simon Ip
Global Digital Communications Specialist
LEO Pharma A/S
Emerging Digital Trends & Technologies - Panel Discussion & Q&A
9.40 Forward-Thinking Tech & Hot Digital Trends To Add Value To Social Media & Stay Ahead Of The Curve
- From Blockchain to AI and IoT: take inspiration from outside the pharma industry for future-ready, value-adding strategies
- Which tool is right for us? Examine available tools and technologies to ascertain the best fit for your company and business goals
- Overcome the challenges of implementation for seamless new tech integration which delivers results
- Couple new technologies with social media to take advantage of new opportunities to drive better patient outcomes, customer engagement and business results
- Look to the future: get closer to customers and give them a voice with marketing automation tools, tech and apps which support marketing and comms objectives
Andrew Abdel-Malik
Head, Group Digital Media & Audience Strategy
Novartis
Engaging Patients
10.10 Patient-Centric, Compliant & Insight-Led Social Media Strategies Which Inform & Support Patients To Boost Engagement & Generate Interaction
- Drive high levels of patient engagement by really listening to your patient needs and audience data for the optimum social media channel and content blend
- Deliver informative, supportive content to engage patients around therapy areas and disease awareness and fuel two-way interaction
- Clinical trials onboarding, cutting through ‘fake news’ for accurate information and patient empowerment… explore compliant opportunities to take social media support to the next level
- What to do when patient interaction is off the table? Ensure patient centricity through all comms and channels – even when they are not your primary audience
Cyril Mandry
Social Media & Digital Marketing Director EMEA
MSD
10.30 Morning Refreshment Break With Informal Networking
Engaging HCPs
11.00 Insight-Led, Targeted Strategies To Engage & Influence HCPs On Social Media
- Tap into your target HCP mindset to uncover their expectations from pharma and what drives them to look for drug, disease and medical information on social media
- Refine your social media spend with targeted HCP social media, platform and advertising strategies which speak to healthcare professionals and achieve real engagement, interaction and influence
- Shape HCP engagement strategies with relevant content which stands out and truly resonates with doctors
- How can we go beyond sales to really understand our customers and provide information to enable them to better service patients?
- Support HCPs to support the public: counter misinformation and ‘Dr. Google’ by enabling HCPs to share medically-approved, scientific information across the web
Speaker to be announced, please check the website for updates.
11.20 Bonus Session; Reserved For Exclusive Conference Partner. For more information on how to get involved, please call +44 (0)20 3479 2299 or email partner@pharmasocialconference.com
Regulatory Context - Panel Discussion & Q&A
11.50 Tick Every Box! Guarantee Compliance To Deliver Consistent Social Media Engagement, Results & Fresh, Agile Campaigns
- Understand and navigate the boundaries of the code to produce creative, engaging and effective social media campaigns and comms while remaining compliant
- To what extent are your social media activities dictated by how well you can negotiate internally with stakeholders? Build relationships with legal, medical and compliance teams to counter risk-averse mindsets with a robust understanding of regulatory dos and don’ts
- Insights into GDPR: what is the ongoing impact on social media comms, targeting and our view of the whole customer journey?
Lucília Vieira Antunes
Legal Counsel & Compliance Lead
ABPI
Stefanie Holman
Head of Corporate Communications
SANOFI UK
Dr. Inga Koehler
Director, Regulatory International Innovation & DACH Lead
Pfizer Consumer Healthcare
Jo Steele
Senior Healthcare Compliance Manager
Roche Pharmaceuticals UK
Internal Buy-In
12.20 Reprogramme Risk-Averse Mindsets To Boost Internal Buy-In & Embed Social Media & Create Advocacy Throughout The Business
- Counter investment hesitancy or resistance by demonstrating the positive impact of social media to boost budget and secure backing
- Win over reluctant internal stakeholders to see the power of social media to leverage social channels internally, boost employee advocacy and influence company culture
- Examine ways to influence the organisational set up and break down silo working between marketing, communications and medical to better coordinate and employ social media as a tool
- Ownership of social media: from crisis situations to global/local/regional strategies, organisational branding and multi-channel comms – whose
responsibility is social media and how do we ensure it forms part of one coherent overall strategy?
Javier Télez Iglesias
Communications & Government Affairs Manager, Spain & Portugal
Teva Pharmaceuticals
Informal Peer-To-Peer Lunchtime Discussions
12.40 Lunch & Informal Networking For Speakers, Delegates & Partners
13.20 Informal Breakout Discussions
A) Crisis
Julie Wong
Head of Communications, Cluster Europe, North, AU/NZ
Leo Pharma
B) Monitoring & KPIs
Dirk Abeel
Global Medical Sales Director
Reckitt Benckiser
C) Reputation & Trust
Pia Beltrão Hansen
Senior Global Communications Manager
LEO Pharma A/S
13.50 Afternoon Co-Chairs’ Opening Remarks
Dr Rene Rust
Head of Global External Communications
GSK Vaccines
Dario Floris
Head of Marketing
Merck Group
Customer Engagement - Panel Discussion & Q&A
14.00 Customer-Centric Social Media Strategies Which Accurately, Consistently & Compliantly Translate Customer Needs & Preferences Into Customer-Led, Impactful Social Media
- Go beyond paying lip service! Steps to ensure that the patient and your customers truly sit at the heart of your strategies
- This is not a one-size fits all activity: compare different strategies for patients, HCPs, scientists, policy makers and internal stakeholders for targeted, audienc eappropriate social media which gets the basics right and drives next-level results
- How can pharma keep pace with soaring customer expectations of social media driven by non-regulated industries?
Sarah Holiday
Global Social Media Capability Director
Pfizer
Luke Mircea-Willats
PVPS GI Communications Lead
Takeda
Mhari Coxon
Global Marketing Manager CH Global Categories
GSK
Noel Ortiz Becerra
Head of External Communications & Digital Outreach
Almirall
Karina Morley
Global Head of External Scientific Affairs, Global Medical Affairs
AstraZeneca UK
Francisco Javier Domingo Espiñeira
Senior Marketing & Digital Manager
Teva Pharmaceutical Spain
Dario Floris
Head of Marketing
Merck Group
Twitter | Case Study
14.40 Make Your Voice Heard! Industry-Specific Insight To Reveal How Twitter Can Change The Pharma Landscape
- From HCPs to advocacy groups to government: exploit the potential of Twitter with successful, results-orientated campaigns.
Stefania Alvino
Multi-Channel Manager
Daiichi Sankyo Italy
Linkedin | Case Study
15.00 Achieve Tangible LinkedIn Success
• From employee advocacy and employer brand building to thought leadership and executive visibility: how can pharma organisations reap the rewards from an innovative LinkedIn strategy?
Kelly Blaney
Vice President Global Communications
Ipsen UK
15.20 Bonus Session; Reserved For Exclusive Conference Partner
15.50 Afternoon Refreshment Break With Informal Networking
Facebook | Case Study
16.20 Harness The Power Of Facebook For On-Trend & Future-Ready Strategies To Engage, Influence & Connect
• Tips, lessons learnt and hard-won results! From content to campaigns, successfully leverage Facebook as part of your social media portfolio
Hans Christian Hansson
Director Public Affairs & Communications
Roche Norway
Measuring Impact
16.40 Robust Measurement Strategies To Evaluate The Strategic Impact Of Social Media On Engagement, Comms & Commercial Activities & Overall Business Performance
• Post-GDPR in a highly regulated industry, how can you access enough data and information to provide an accurate overview of your social media performance?
• Different approaches to evaluate and measure social media impact and assess which activities and platforms yield the best results
• Accurately measure the ROI of social media when sales are not the primary focus, engagement is not always tangible and likes don’t always equate with action!
• Steps to benchmark performance as measurement tactics and KPIs vary per social media channel, audience and campaign launches
• Translate hard figures into compelling business cases to secure ongoing investment and stakeholder backing
17.00 -17.10 Co-Chairs’ Closing Remarks & Close Of Conference
Dr Rene Rust
Head of Global External Communications
GSK Vaccines
Dario Floris
Head of Marketing
Merck Group
