New Inspirations From 20 Pharma Brands As They Rethink & Update Their Customer-Engaging, Multi-Channel Excellence Strategies For Our Changed Reality!
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08.30 Registration, Morning Coffee & Objective Setting
Katerina Zambeli, Brand Manager Diabetes, NovoNordisk GreeceOMNI-CHANNEL IN A DIGITAL REVOLUTION – DOUBLE PERSPECTIVE
- In the wake of Covid-19, how can omni-channel pharma marketing be truly customer-centric when digital is number one?
- Post-pandemic, ensure digital doesn’t eclipse the range of existing channels in your omni-channel suite with some customers still opting for traditional communications
- Inspire cross-department collaboration and break down the silos across sales, marketing and medical teams to build a united company front and push the boundaries of multi-channel marketing
Erasmus Holm, Chief Marketing Officer, Nordics & Baltics, MSD 09.30 Perspective Two
Chiara Bolognini, Senior Manager, Digital Marketing, Bristol-Myers Squibb David Moore, Director / MD, BBI Health
MULTI-CHANNEL EXCELLENCE – THOUGHT LEADERS PANEL DISCUSSION
- With the push to digital in our socially-distanced newreality, how do you ensure that your channel strategy is truly omni-channel and goes above and beyond to guarantee vulnerable patients are included?
- From Telemedicine, Zoom and Podcasts to Field Salesforce and Events: effectively blend new channels and ways of working into your existing portfolio
- How have you created a united channel strategy throughout the business while working from home and encouraged a culture ready to embrace the change brought about by the pandemic?
- Content, content, content: in a world of confused communication, how do you deliver a multi-channel strategy with clear and effective messaging for the people who need it most?
Kasper Jerlang, Head of Global Digital Marketing & Engagement, LEO Pharma A/S
Philippe Kirby, Global Digital Engagement Capability Lead, MSD International GmbH
Chiara Bolognini, Senior Manager, Digital Marketing, Bristol-Myers Squibb
Alexandra-Mareike Mehner, Head of Global Marketing Communications BioMonitoring, Merck KGaA
10.35 Morning Refreshment Break With Informal Networking
- With patient and HCP needs and mindsets changing daily, gaining deep insight has never been more important – so what is needed to build that true understanding?
- Harness patient, HCP and stakeholder insights across multiple channels to create a better user experience that builds long-term relationships
- Effectively employ channel analytics and data to discover the most profitable channels for future planning and ongoing investment
- After actioning insight-led decisions, ensure they continue to land in the right way – and know when to make further improvements
CUSTOMER-CENTRIC JOURNEYS – PERSPECTIVE ONE
- Update your journey design to ensure seamless transitions across channels for long-lasting customer relationships
- From the very first contact: map the end-to-end customer journey to really understand pain points and uncover opportunities for improvement
- How can you measure if your interactions are meaningful?
- Why commercial teams are keeping – and expanding – their virtual engagement strategies post-COVID
- Why a hybrid engagement model is fast becoming the preferred way to gain insights from doctors, payers and patients
- How the industry has adopted hybrid engagement to gain more actionable insights and move their projects forward
12.35 Lunch & Informal Networking For Speakers, Delegates & Partners
Afternoon Co-Chairs’ Opening Remarks
Rorik van Welij, Worldwide Multichannel Capability Lead, Bristol-Myers Squibb
- Today most of the Pharma companies are developing and evolving their own Multi-Channel and Omni-Channel capabilities
- On this rocky road marketers are meeting many strategical, technical, organizational and process-related challenges, which need to be considered and resolved
- In the presentation it will be showcased why this evolution is important and how this can be achieved
CUSTOMER-CENTRIC JOURNEYS – PERSPECTIVE TWO
- Update your journey design to ensure seamless transitions across channels for long-lasting customer relationships
- From the very first contact: map the end-to-end customer journey to really understand pain points and uncover opportunities for improvement
- How can you measure if your interactions are meaningful?
13.50 Bonus Session Reserved For Exclusive Conference Partner
- What are the best measures of customer engagement – and how does that vary per target audience?
- What does success look like for the business and the customer?
- Determining the KPIs for business-boosting multi-channel strategies
- When it is impossible to determine direct quantifiable results, what can you do to determine the business benefits and attribute success to multi-channel excellence?
- Navigate the ongoing complexities of local lockdowns and international travel restrictions to tailor your channel strategies per location and maintain performance across the board
- What happens when increased digitalisation from head office doesn’t reach every location? Lessons learnt from the post-COVID digital push on your local and global strategies
- Understand the effectiveness of international campaigns to ensure engagement across a wide audience base
- Shifting to digital in our new normal world
- Content is everything! Go beyond the basics across your channels
- KPIs to assess engagement performance and further engage stakeholders
15.45 Afternoon Refreshment Break With Informal Networking
- Exactly how does social media fit into and enhance our wider multi-channel strategy as digital continues to grow? And which channels should be a priority for specific audiences?
- Apply concrete benchmarks to reflect current times and accurately report the success of social media within your marketing mix
- Following on from COVID-19, ensure social media content is kept relevant and engaging for your audience in today’s ever-changing world
- What new social media platforms could play a key yet compliant role for pharma in the near future? What KPIs should be used to assess their effectiveness and what they can bring to customers?
- Join multiple touch points together and synchronise your email strategy with the wider marketing mix for increased engagement and multi-channel excellence
- Retain customers and keep interest levels high with targeted content that is truly relevant to each and every customer segment
- More than just the first name basis: what realistic strategies should you be using to push your personalisation to the next level?
17.25 Afternoon Co-Chair’s Closing Remarks & Official Close Of Conference
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