8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

How To Operate Your Social Media Plans With FDA And Pharma Guidance

The only way to credibly engage with influencers is to have critical information for them to say. What pharma has to say must be to the public's benefit. This train of thought is lacking in healthcare. Pharma does not realize their own network value. Their goal should be to advance the public health, which can be done through active, lively and regular participation. It’s not the responsible thing to not participate in social media, because that is where the public is. It’s not comfortable for people because it’s not a pay world, it’s a play world.

Social media’s Golden Rule is transparency. If you don’t challenge the social media path at all, no one will know where you want to go. The FDA has released some initial draft guidance, but does it really matter? A regulatory holy grail will only lead to disappointment and frustration. Would a rolling guidance for social media be the best way to have guidance? Are expectations from the FDA and pharma the same? Interactivity needs to be turned on at pharma. The networks must be elastic to best operate.

• This enlightening and impactful session will explore points that are often overlooked, including:
• There is a difference between online advertising and social media. Google ads aren’t social media. It’s paid advertising.
• There is a difference between social media platforms and social media content. If the content is not compliant in other areas, than the social media platform isn’t the problem. 3. The fear of adverse event discovery is dangerous and misguided. We need to embrace the fact that adverse event experiences can be seen.
• The fear of User-Generated Content is real, but there are many solutions from moderation to corporate responses to educating the users.
• Who is responsible for what on social media? No single company can be responsible for everyplace something is said on the Internet. If you advertise on a webpage, you are not responsible for the content of that webpage.

Whatever you do, just make sure it advances public health.  As long as you can answer “Yes,” you are okay.

Peter Pitts, President
Center for Medicine in the Public Interest

9:00 a.m.

Learn How To Use Mobile And Gamification To Improve Your Office Dynamics And Increase Employee Engagement

In 2008, Merck entrusted their employees with the responsibility of turning their Enterprise Portal into both a valued and valuable asset. Merck’s vision included the delivery of a personalized linkage to information and tools for every end-user and a social media based collaboration platform. The vision was culturally transforming. But, as with all great visions, there was room built in for evolution.

Merck now needs to evolve their Enterprise Portal from an asset that links information and connects people to one that can influence behavior. When one considers the changing dynamics of traditional office settings and low employee engagement scores, influencing behavior is challenging. That is why Merck believes it is time for “mobility” to meet “gamification.” Let the games begin – wherever you may be! This innovative session will provide you with first-hand experiences and learnings on how to successfully extend your current communications plan into new platforms, including:

• How to implement a global social media-driven collaborative platform
• What it means to extend a your current platform into a mobile environment
• Understanding how games and game theory can help drive your engagement and improve employee knowledge

Robert Maguire, Jr., Executive Director, SBS, Enterprise Portal & Support Services
MERCK

9:30 a.m.

Your Opportunity To Ask Questions

10:00 a.m.

Digest Session: How To Mange Feedback Appropriately

Social media allows for a two-way conversation to take place, but what happens when the dialogue isn’t positive? Do you allow open comments? Do you remove negative comments? How do you find the time to manage comments on a variety of platforms?

10:30 a.m.

Utilizing Social Media Tools To Promote Global Conversations And Collaboration To Improve The Lives Of Patients

The National Organization for Rare Disorders(NORD) is dedicated to helping nearly 30 million Americans with rare diseases, and the organizations that serve them, through programs of education, advocacy, research, and patient services. Social media has provided a safe space where individuals and families affected by rare disease can connect with each other, share vital experiences, and find helpful information and resources.

Through the perspective of this rare disease community, this session will provide you with effective strategies for connecting with your own patient communities, including:

• Understanding how social media presents an opportunity for your patients and their families to connect regardless of physical location and other limitations
• How to provide a safe space where individuals and families affected by rare diseases can connect with each other, share vital experiences, and find helpful information and resources
• Connecting patients and disease-specific patient organizations to strengthen international collaboration and to meet the important goals of support and information sharing within a specific rare disease community

Alexandra Freitas, Online Communities Coordinator
NATIONAL ORGANIZATION FOR RARE DISORDERS

11:00 a.m.

How To Effectively Use Social Media & Mobile Apps For Recruitment

This educational session will provide you approaches for building partnerships, improving clinical research recruitment, and increasing the sustainability of volunteers and underrepresented populations into research protocols, including how to:

• Increase awareness of research participation through social media
• Increase awareness of mechanisms to promote community awareness of open clinical trials
• Find your voice in social media
• Keep the personal connections alive through and around social media
• Abide by regulatory considerations to help guide a social media presence around sensitive information

Molly Dwyer-White, Program Manager, The Brehm Center
UNIVERSITY OF MICHIGAN HEALTH SYSTEM

11:30 a.m.

Focus On The Future: What's Out There? What's To Come?
And How Can We Dive In?

oin our expert speakers for this fascinating discussion and debate about the hottest trends in pharmaceutical marketing and communications. Discover what you need to do to prepare for the challenges ahead, and what’s coming next. How will the latest trends impact the traditional tools in your marketing & communications toolbox? Don’t miss this chance to hear about the latest trends in social media, mobile & gaming for pharma and how they may shape your own future marketing & communication strategies.

MODERATOR:
Julie Wittes Schlack, Senior Vice President of Innovation
COMMUNISPACE CORPORATION

PANELISTS:
Heather Guidone, Women’s Health & Infertility Health
CENTER FOR ENDOMETRIOSIS

John Mack, Editor & Publisher
PHARMA MARKETING NEWS

12:00 p.m.

Your Opportunity To Ask Questions

12:10 p.m.
Chairperson’s Recap: Key Takeaways And What To Do When You Get Back To The Office

We’ll recap the highlights of the past two days and ask you to share key insights and next steps with the group.

Peter Pitts, President
Center for Medicine in the Public Interest

12:35 p.m.
Close Of General Sessions

2:00 p.m. to 4:30 p.m.
Complete your conference experience with Post-Conference Workshop D!

Take the information you gained from the general sessions and focus on your individual needs and applications. You will leave this hands-on workshop inspired and ready to embark on your own social media journey.

Forward-Thinking Communication Techniques To Strengthen Your Brand Message And Engage Your Audience: Gamification, Cyborg, Responsive Design, SoLoMo (Social, Local, Mobile), And More!

In the late 90’s, “convergence” was one of the hottest digital marketing buzzwords. Marketers were using the term in order to describe how traditional, broadcast media worked with digital and how this changed business as we know it. By the early 2000’s, the term had given way to the new buzzword “Web 2.0”. Fast forward to today and now we are actively using “convergence” as the buzzword to describe the emerging trends in technology. These trends include SoLoMo (Social, Local, Mobile), Responsive Design, Gamification, Big Data and Calm, or Cyborg, technology.

In this forward-thinking session, we will take a look at how the convergence of technology, platforms, media, devices and content are changing digital marketing as we know it. During this enlightening session, you will learn:

• The benefits of developing convergent content
• The framework to build a successful and effective convergent marketing mix
• How to harness emerging trends like SoLoMo, Big Data, Responsive Design and Gamification in order to engage your audience and drive business results
• How convergent technologies are creating relevance and building trust with your customers

WORKSHOP LEADER: Jim Dayton is Senior Director, Emerging Media at Intouch Solutions. Jim has more than 11 years of experience in interactive and traditional marketing. He joined Intouch Solutions in 2007, bringing expertise in relationship marketing, social media and mobile marketing to the agency. An initial account team position soon transitioned into forming and leading the emerging media team in 2008, based on Jim’s visionary identification of the rising influence of these emerging media.