8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.

Chairperson’s Welcome & Speed Networking

Become acquainted with your fellow conference attendees in this fun and fast-paced forum!

Peter Pitts, President
Center for Medicine in the Public Interest
Conference Chairperson

9:15 a.m.

How To Effectively Use Facebook To Reach Your Target Pharma Audience

Facebook is the most popular social network in the world with almost 1 billion users. However, the two-way engagement required by the very nature of Facebook is intimidating to many pharmaceutical companies. Despite that, Lundbeck has been able to successfully find an opportunity to engage with their target audience on Facebook.

This session will provide you with an understanding of how you too can effectively leverage this essential new channel to reach your target audience, including:

• An overview of how biopharmaceutical companies are utilizing Facebook successfully
• Different ways to leverage Facebook without creating a Facebook page
• How to work through legal/regulatory concerns, develo internal processes and achieve results

Katie White, Communications Manager
LUNDBECK

Eileen O’Brien, Director of Search & Innovation
SIREN INTERACTIVE

9:45 a.m.

Creating Your Own Delivery Platform For Improved Patient Engagement:
Online Multimedia Messaging, Automated Phone Calls & Mobile Messaging

Patient engagement has long been a weak point for trial recruitment, consent and retention. Without a systemic approach to engaging patients in the process, trials end up losing members, time and ultimately money. With the integration of new media technology into your marketing and communications plans, this no longer has to be the case.

New technology enables trials to engage patients on a personal level across the many phases of the process. Your organizations can now reach out to their members with targeted communications in clear language people understand - on the Internet as well as on mobile devices.This session will show you how integrating new technology into your marketing and communications delivery platform will result in an increase in your bottom line: higher recruitment success rates, improved patient compliance and better trial participation, including:

• How you can better leverage existing technology to create a systemic approach to patient communication
• Understanding impact of patient engagement across the clinical trial process
• The benefits of engaging through mobile technology and how it can break down traditional barriers to clear communication

Gretchen Goller, MSW, Sr. Director-Patient Access and Retention Services (PARS)
PRA INTERNATIONAL

Mark Mulert, SVP Research & Analytics
EMMI SOLUTIONS, LLC

10:15 a.m.

Your Opportunity To Ask Questions

10:25 a.m.

Morning Refreshment & Networking Break

10:45 a.m.

Digest Session: Setting Goals With Social Media, Mobile & Gaming

Digital marketing is on the rise, but how should you be using these new tools? What goals are you trying to achieve? What message are you attempting to deliver?

11:15 a.m.

Taking Doctor And Patient Communications To The Next Level – Tips And Techniques For Pharma

Today, it’s fairly easy for patients to acquire medical knowledge through health portals, social networks, blogs and even scholarly publications. Study after study confirms that individuals are actively consuming information about diseases, drugs, therapies and treatments. For many, the biggest challenge isn’t lack of information, it’s their reluctance to discuss their findings with physicians. On the one hand, they want to engage in a dialogue about treatment options with their doctors, but in practice, many are nervous to do so. They often fear being labeled difficult, uncooperative or too assertive. Even the most vocal patients share these concerns, especially those with chronic conditions. So how do we move to a healthier physician-patient relationship? How do you take these techniques and apply them to your own social media campaigns?

This panel will explore constructive ways to improve communication so that patients can be active participants in their healthcare, including:

• Understanding the types of behavior physicians exhibit that lead patients to retreat
• Strategies patients use to engage with their healthcare professionals
• Physician-patient etiquette in a wired, mobile world

MODERATOR:
Bunny Ellerin, Senior Vice President
INTOUCH SOLUTIONS

PANELISTS:
Wen Dombrowski, MD
Healthcare Innovation, Social
Media, and Aging Consultant
INTERNAL MEDICINE, GERIATRIC

Tiffany Peterson, ePatient
Healthcare Advocate
LUPUS PATIENT ADVOCATE

Amy Dixon, BSN, RN, Nurse
Blogger
VISITING NURSE SERVICE OF NEW YORK (VNSNY)

11:45 a.m.

Fostering The Churn

Innovation has two stages. The first is arguably the hardest to quantify or reproduce and amounts to the synthesis of an idea, a concept, or a process that is somehow more than simply the collection of a group or an individual’s experiences. Many innovations have similar themes, but every one is arrived at in a unique way, and is specific to its originator(s): diversity of thought begins and ends with the individual. The second stage in the innovation process is a realization of the innovation; the turning of an idea from an amorphous concept into a tangible thing. Only once an innovation has been realized are its full benefits known and enjoyed.

In this presentation we will describe Lunch Roulette. This was an idea that became a thing, in less than two days. It’s a process that enables colleagues from all functions, at all levels, to be randomly matched for lunch. Sounds a little frivolous, right? But, it’s not. It’s easy to say ‘meet someone new for lunch’, but how, in practice, do you do that? Serendipity is widely acknowledged as a crucial part of the innovation process, and this tool enables that.

We’ll talk a little bit about how this all came to be, how it’s being used to create weak connections throughout our organization, what we’ve learnt, and how we’re going to bake some gaming elements into it to make it even more useful. We may also mention the social graph. But that’s less likely.

Christopher J. Tan, Manager Mobil App Development
David C. Thompson, Social Media Strategist
BOEHRINGER INGELHEIM PHARMACEUTICALS, INC.

12:15 p.m.

Your Opportunity To Ask Questions

12:25 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for lunch with an informal discussion based on a social media for pharma topic. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media for pharma concerns.

2:00 p.m.

How To Effectively Employ A Social Media Staff: The Right People And The Right Plan

It is imperative that you not only have a successful plan in place for your social media campaigns, but also and the right people in place to initiate, orchestrate, and implement your social media campaigns.

This unique session will detail how you can assess your current social media plan and personnel allowing you to effectively:

• Align your social media campaigns with your core business goals
• Finding the right social media company or consultant to fit your business objectives
• Implement a social media, mobile or gaming campaign

Leo Bressman, Senior Director
EXPRESS SCRIPTS

Gretchen Gunn, Principal
MGD SERVICES

2:30 p.m.

Harnessing The Power Of Social Media: Finding Your Audiences, Participating In The Conversation And Bridging Knowledge Gaps

Nearly a third of consumers are using social media for healthcare purposes while a growing number turn to social networks for support managing their health conditions. Those coping with chronic diseases are especially interested in connecting with peers to learn about their experiences with specific medications and treatments. Patient communities like Diabetic Connect, which has more than 750,000 registered members, are increasingly rich repositories of insights into consumer preferences, sentiments, and experiences. For pharma in particular, these sites offer near real-time opportunities to understand how patients and caregivers relate to your products.

This session will explore how the convergence of deep data mining, natural language processing and patient social networking has the potential to yield powerful new treatment insights for you as a pharmaceutical marketer and other industry stakeholders focused on patient engagement, including:

• Being aware of the type of information that is being sought by patients through social networks
• What information is being shared by patients outside of a clinical setting
• Learning from posts and responses made on social media networks regarding major topics related to chronic diseases
• Filling knowledge gaps that are discovered in online communities

Derek Streat, SVP, Corporate Development & Strategy
Josh Konetzni, VP, Sales
ALLIANCE HEALTH NETWORKS

3:00 p.m.

Your Opportunity To Ask Questions

3:30 p.m.

The State Of Pharma Social Media: A Health Activist Perspective

Health activists are the new opinion leaders in the digital ecosystem of social media. They are bloggers, tweeters and community leaders – each reaching ~15,000 people every month. This session will explore social media programs created and supported by pharmaceutical and healthcare companies, and the reactions of the community.

This panel of health activists will discuss some the best strategies within the conservative landscape of pharma marketing and how to execute social media programs and mobile apps that can support both active patient communities and brand objectives, including:

• Why some pharma social media programs take off, while others do not
• How Health Activist early adopters can drive your mobile program
• 4 Rules of the Road for successful consumer community connection

MODERATOR:
Jack Barrette, CEO
WEGO HEALTH

PANELISTS:
AnneMarie Ciccarella,
BREAST CANCER AND CHEMO ACTIVIST

Michael Weiss,
CROHN'S DISEASE ACTIVIST

Max Szadek, Diabetes Activist, Founder
DIVABETIC.ORG

4:00 p.m.

Digest Session: Deciding Which New Media Platforms Suit Your Needs

With the number of social media, mobile & gaming platforms out there – it’s impossible to tackle them all successfully. Considering your goals and objectives, we’ll discuss which platforms will fit your needs the best and why and which platforms have you seen your target audience actively engaged in.

4:30 p.m.

Day One Wrap Up

Peter Pitts, President
Center for Medicine in the Public Interest
Conference Chairperson

4:45 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 New York City’s fine dining while you continue to network with your colleagues.