Don’t miss the opportunity to get to grips with the umbrella issues that shape and fuel day-to-day marketing decision-making and practices. These sessions are specially tailored to help you put into context many of the micro issues being discussed in the main conference and are also designed to provide you with a tool box to take back to the office to help benchmark and drive future social media enhanced marketing initiatives.

These highly instructive pre-conference training courses will tackle the key strategic issues and concerns at the very heart of the rapidly changing and increasing competitive landscape of Social Media for Pharma.

*** Choose A &/or B &/or C or ALL
for Maximum Value and Learning ***

Honing Your Corporate Digital IQ To Align Your Communication Strategy And Maintain Brand Consistency Across All Touchpoints

The proliferation of digital and social media technologies, platforms and business models has been paralleled by the increasing need for pharma companies to get to grips with ways to use these tools to deepen and widen new and existing channels to market.  This workshop will give you a bird’s eye view of the latest digital and social media tools and strategies so you are in a better position to evaluate the options and implement winning strategies by:

• Identifying the range of tools and technologies available to maximize customer engagement
• Understanding the new, integrated sales and marketing models to optimize success
• Using Digital Convergence to a competitive advantage
• Strategies for engaging your key internal stakeholders to maintain brand consistency across all touchpoints
• Key pointers to help you tailor social media to meet corporate goals

WORKSHOP LEADERS:
(L) - Zoe Dunn, Principal, Hale Advisors
(R) - Beth Bengtson, Principal, Hale Advisors. Zoë and Beth have over 15+ years experience in developing strategies for best practice pharmaceutical branding and marketing.

11:00 a.m. to 12:00 p.m.
Lunch on your own.

12:00 p.m. to 2:30 p.m.
PRE-CONFERENCE WORKSHOP B

Harnessing Data To Clarify And Respond To Customer Expectations, Criticisms And Needs

Social media continues to produce an unprecedented amount of data capable of having a massive impact on customer insight and marketing success.  However, data in itself is not enough to guarantee the leading edge - knowing how to interpret and leverage data in the most effective way possible will determine success from failure. Attend this session and to gain a better understanding of:

• An overview of global health data trends and practices
• How data can be harvested and segmented to gain a better understanding of HCP and patient behavioral trends and converting this into targeted outreach
• Finding and integrating data sources which are cost-effective
• Integrating data sources from various devices – the pros and the cons
• Harnessing social networking data to increase success

2:30 p.m. to 2:45 p.m.
Afternoon stretch break.

2:45 p.m. to 5:15 p.m.
PRE-CONFERENCE WORKSHOP C

Demystifying Social Media ROI & Proving Its Value To Gain Senior Level Support

Pharmaceutical marketers are under increasing pressure to quantify the effectiveness of their programs by demonstrating a clear link between marketing and sales. ROI analysis has always been somewhat difficult for the pharma industry in particular, and is arguably even more complicated when marketing and social media collide.

During this interactive session, you will learn:

• Where to begin – Understanding typical digital KPIs and how the standard business metrics differ for social media
• Overcoming the difficulties of adopting a robust measurement strategy in light of the presence of several distinct markets, rapidly changing profiles of consumers/patients and the absence of clear regulatory restrictions
• What measurement tactics can be employed to quantify possible successes and failures?
• Tapping the potential for employing both ‘Quantitative’ and ‘Qualitative’ measurement techniques to prove ROI  
• Justifying social media strategy and spend in the boardroom – top tips for helping senior management understand and support social media activities

WORKSHOP LEADER:

This workshop is designed to take your conference experience to the next level and allow you to take the information you gained from the general sessions, and identify and focus on your individual needs and applications. Make the most out of this conference by attending this highly interactive, hands-on session. Space is limited to ensure interactivity!

Engaging Patients And Physicians In mHealth Conversations

Reaching patients and physicians via their ubiquitous smartphones, PDAs, ipads and other mobile devices is more important than ever before. As people becomes more mobile and search and demand information on the fly, pharma cannot afford to miss the opportunity to captivate and engage with their increasingly mobile target audience.

If you're considering mobile or already have a plan in place, you won't want to miss this chance to benchmark, discuss, and learn successful mobile strategies and key considerations, including:

• Understanding mobile trends to forge a marketing blueprint
• Identifying content that is useful and engaging
• Developing a strategy to test usability and overcome potential
• Assessing the role of mobile, versus web at different stages of patient and caregiver consumption
• Multi-screen content, mobile search and SMS – satisfying customer needs

WORKSHOP LEADER: Chad Hyett is a Communications and Digital Consultant at Porter Novelli.