8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.
Chairperson's Welcome & Opening Remarks

John Bozzo, SVP & Partner, National Healthcare and Social Services Lead
FLEISHMAN-HILLARD CANADA

8:45 a.m.

Building Senior Management Support For Your Social Media Strategy

Marketing is onboard; the corporate communications team is onboard; most of the company’s thirty-something crowd is onboard; but is your social media strategy ready to be approved by your Executive Board?  In Canadian pharma, social media is clearly about breaking new ground, but is the executive team of this traditional industry ready?

In this session, you’ll hear about some of the challenges that the sanofi-aventis Canada corporate communications and marketing teams have faced, and the tactics they put in place to acclimate their social media plans with their executive teams.   You’ll also learn how they engaged professionals from outside the pharmaceutical industry to challenge their social media strategy and ensure that it would pass the test of executive scrutiny.

1. The education factor – does your executive team understand what
   social media really is?
2. What are the key issues preoccupying executives when it comes to social media?
3. What steps have you taken to mitigate risk?
4. How does your strategy line up with PAAB?
5. What is your intervention plan and escalation strategy?
6. What is your exit strategy?

9:30 a.m.

Break-Out Blitz!
Network And Discuss Social Media Challenges With Your Fellow Conference Attendees

This session will open the conversation by connecting you with other conference participants and gain greater understanding into many similar issues, concerns, and challenges that your peers are also facing. Become acquainted with your fellow conference attendees in this fun and fast-paced forum!

10:30 a.m.

How To Transform Your Organization To Be Digitally-Friendly In A Web 2.0 Environment

Pfizer Canada has embarked on a journey into the Social Era. Social media in pharma? With careful planning, it can be done.

• Insider tips on how to transform your organization to be digitally-friendly in a Web 2.0 environment
• How to overcome the fear of loosing control
• The importance of guard rails - - from flowcharts to rapid response teams
• The essence of social media guidelines and playbooks:  the enablers

Elena Chouw, Manager, e-Marketing
PFIZER CANADA

11:15 a.m.

How To Become A "Liked" Pharma Brand On Facebook:  Monitoring And Managing The Process While Minimizing Risks

In a country of heavy Facebook users (4th largest number of users in the world), Pfizer Turkey set out to become the most “LIKED” pharma brand on Facebook. Learn the steps that lead the organization to reach over 11,000 Facebook fans in just 8 months. In addition, you will hear how the communications team uses social media as a highly cost effective tool to support their marketing projects.

• When, where and how to start?
• The advantages of consulting a specilized agency
• How to convince top management that social media is not a fad among youngsters
• Monitoring:  Crisis detector and marketing research “live”
• Fast, cost effective, highly targeted traffic generators: Facebook ads
• How to eliminate the risks that come with being more exposed
• The need to constantly feed the “community”

Deniz Van Basselaere, Corporate Communication Manager
PFIZER TURKEY

12:00 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to connect with others in a small, interactive group setting to network and brainstorm solutions to your most pressing digital marketing and communications for pharma concerns.

1:30 p.m.

How To Turn Your Healthcare Professionals Portal Into A Resource - - And A Sales Channel

While some Canadian pharmaceutical companies are positioned well to participate in the social media and mobile realms, many still struggle with developing even the most fundamental of offerings for healthcare professionals and patients. Whether a result of internal or external regulatory hurdles, or a lack of digital marketing experience, the challenging environment has at times paralyzed eager marketers wanting to bring their company and their products to life for customers in the online space.

Come hear how Eli Lilly Canada developed the strategy behind their successful healthcare professional portal and positioned the site not only to meet the approval of regulatory bodies, but also to deliver on key business objectives and drive incremental sales on their promoted and non-promoted medicines.

Benchmark best practices with this leading organization as you learn how to:

• Understand what healthcare professionals are looking for from a corporate pharmaceutical website
• Deliver medical and marketing information within a single destination
• Promote the site for long-term usage as opposed one-off traffic
• Determine the right investment in an online property and measure the quality of interactions taking place on a site
• Take the steps needed to begin to actually generate sales from an online property

Danny Shenkman, eChannel Brand Manager
ELI LILLY CANADA INC.

2:15 p.m.

Social Media – Stop Trying To Speak With Consumers, And Begin To Unlock The Real Power Of The Conversation

Social media has been defined (on Wikipedia) as the blending of technology and social interaction for the co-creation of value. User generated content, and the exchange of that content amongst an online community is really at the core of this communication technology.

With the ever increasing development of social media, companies, including pharmaceutical companies, are trying to understand how to use these platforms to connect and inevitably drive business with consumers. With the extraordinary rules and regulations surrounding the promotional efforts of pharmaceutical companies, the challenge is evidently greater than any of our non-pharma counterparts.

It may seem that the "holy grail" of pharma, both within Canada and globally, is in finding an approach that allows us to speak directly AND EFFECTIVELY with consumers (as non-pharma companies do). This needs to be accomplished while still following the rules; specifically those around direct-to-consumer advertising and adverse event reporting. From Facebook and YouTube pages which have conversation turned off to building unbranded message boards that drive little user generated content, we have spent considerable resources trying to develop our social media capabilities with little to show in return.

To really harness social media, we need to stop trying to speak with consumers online. At that point we can really begin to unlock the power of social media in ways that will allow pharma to benefit.

Learn from the experience of social media e-marketing at Bayer and glean insights on how to develop and grow your own social media strategy by:

• Understanding your audience
• Advertising to your consumers in ways never possible before
• Using relevance and timeliness to cut through the noise
• Empowering your advocates

Claudio Battaglin, Senior Manager, E-Marketing
BAYER CANANDA

3:15 p.m.

How To Create The Most Effective Messages To Generate A High Level Of Engagement And Satisfaction

Get an in-depth look at the changing online demographics and current state of the Digital Media Universe in Canada during this thought-provoking session. You’ll hear an overview on where Canada stands in terms of usage and duration from a worldwide perspective, as well as take a close look on the behaviors of Canadians online, especially as it pertains to how they exist in this digital world.

• What are some of the differences between the web surfing behaviors of Canadians vs. surfers from around the world?
• What are the hot and cold categories?
• What are the up-and-coming products and features that Canadians are consuming?

You’ll walk away with tips on the best way to reach your audience, with the most effective messages to generate the highest level of engagement and satisfaction.

Alex De Bold, Vice President, Social Media & Digital Marketing
MSL CANADA

Bryan Segal, Vice President, Sales
COMSCORE, INC.

4:00 p.m.

The FDA And Social Media: Insider Guidance And How It Relates To Canada

In November 2009, the U.S. Food and Drug Administration held a two-day public meeting on how regulated industries use social media. As a year has passed since that heralded Part 15 meeting, not only haven’t things become more lucid (from a regulatory perspective) it has (arguably) become more confusing. Warning letters. Quixotic podium statements from the Division of Drug Marketing, Advertising and Communications (DDMAC).  What’s a pharma marketer to do?

Social media is here to stay and becoming an increasingly important tool for pharmaceutical and healthcare marketers across the globe. What can you expect from the FDA and how will it impact providing accurate information and potent marketing messages in the future?

This session will provide you with practical tips, while addressing many of these pressing issues, including:

• Correction of inaccurate information
• Outreach and interaction with healthcare bloggers
• User-generated content and corporate responsibility
• Sponsored search engine links
• Appropriate disclosure of risk information
• MedWatch and the future of adverse event reporting
• The role of DDMAC in social media oversight and the dangers of "regulatory creep"
• What can we expect from the FDA... and when?

Get the real story on regulating social media in the U.S. from an industry insider. As you examine the issue of how social media can help regulatory agencies in their mission to both protect and advance public health, you’ll walk away with ideas on how the U.S. experience can be applied to the Canadian marketplace.

4:45 p.m.

End Of Day One

5:00 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All conference attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of Toronto's fine dining while you continue to network with your colleagues.