8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.

Chairperson's Welcome, Opening Remarks & Presentation:
Getting Down To The Business Of Being Social In The Pharmaceutical Industry

You can't visit Twitter, go online, or read a tech magazine without seeing the latest "expert" tell you about a bunch of abstract theories for social media. You work in pharma and you need answers. Fast. For all of the debate about what discipline should "own" social media, or what value it brings to the table, you know what everyone else does: social media is here to stay and you need to get on board.

But with social media transforming almost every organization in one form or another, pharma has been slower to adopt. For all of the so-called "experts" out there claiming that this new era of communications is immeasurable or shouldn’t be ROI driven, the fact remains that you work in the marketing and communications business, and funding is given to those who prove results.

This presentation will help you understand where we are today, where we will be tomorrow and how to prepare for the future of social media.

• The current state of the social business in pharma
• The coming end of eMarketing
• Why your communication and marketing mix should revolve around social media
• Why Facebook should be at the heart of your marketing campaigns
• Why regulatory concerns are a paper tiger
• Strategies for driving adoption through every level of your organization

Bill Evans, Senior Vice President, Digital Practice Group Head
FLEISHMAN-HILLARD DIGITAL

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.

Managing Information And Your Company’s Reputation Within The Boundaries Of A Regulated Social Media Environment

How do you manage information, and reputation, within the boundaries of a regulated environment in forums controlled by the audience? Where do you start?

In this session, you will hear how AstraZeneca, a global pharmaceutical company, addressed these issues by reviewing the social media landscape, making decisions to engage, and taking action.

• Recognizing the importance of social media in pharma and what benefits and rationale can be utilized when employing these new tools
• Implementing well thought out strategies to engage in social media – including channel alignment with company programs and priorities (e.g. Facebook, Twitter, company blog, etc.)
• Understanding the continued regulatory challenges that all pharma companies face in expanding their social media footprint and engagement (e.g. FDA regulations, promotional, regulatory, and legal risk management) – and steps to take to address risk management

Earl Whipple, Senior Director Business & Digital Media Communications
ASTRAZENECA, LP

11:20 a.m.

A Common Sense Approach For Integrating Social Media Into Your Traditional Communications And Marketing Plans: A Roadmap For Success

Social media is everywhere. In our personal lives as well as in the board room. Increasingly, the pharma industry is taking its lumps for not being more engaged in social media, but a lack of FDA guidance has kept most companies on the sidelines.

With so few tactical examples, the business case for using social media is also less clear than in other industries.

This session, presented with Pfizer, the world’s largest pharmaceuticals company, will explore key trends and insights into where social media belongs in your communications roadmap and how it can be used to inform your broader strategic approach.  Specifically, it will look at important milestones that led Pfizer to become a leader among the pharma industry in social media communications, including the most Followed Twitter feed and the most “Liked” corporate Facebook page.
 
Additionally, through shared insights and discussion, this session will answer such challenging questions as:

• What elements of social media can and should pharma be considering?
• What sort of ROI can you expect?
• Where does social media fit with your other tactics?
• How does it map back to your business objectives?

Kate Bird, Director, Digital Communications Strategy
PFIZER

Paul Dyer, Head of Social Media, North America
WCG

12:10 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 social media for pharma concerns.

1:40 p.m.

How To Extend The Value And Reach Of Your Organization’s Campaign To Increase Engagement And Program Results

Cancer patients and caregivers are often overwhelmed with information regarding diagnosis, treatment and survivorship, at a time when it is most difficult to cope and function. Patients turn to many sources for information and among the most common are the experiences of other patients. They want to hear how others have managed, coped, and survived, and often turn to the Web to do so. Many survivors are deeply involved in social media and play an integral role in helping others manage their disease.

Recognizing the role social media plays in oncology, Sanofi-Aventis Pharmaceuticals added blogger outreach to its digital marketing campaign around Kaleidoscope, an annual broadcast event focused on survivorship and the key issues surrounding women and cancer. In this session, you will learn how the team successfully extended the value and reach of the Kaleidoscope campaign using social media tools, and enabling increased program engagement through its outreach efforts.

• Identify the right social media mix including appropriate social evangelists and ways to initiate conversations
• Integrate new social media tools with traditional media to multiply your program's results
• Collaborate with bloggers and advocacy groups
• Effectively approach the tasks of monitoring and reporting – and what processes are needed to ensure compliance

Susan Gorky – Senior Product Manager, Oncology Customer Marketing
SANOFI-AVENTIS PHARMACEUTICALS

Jim Dayton, Director of Emerging Media
INTOUCH SOLUTIONS, INC.

2:30 p.m.

How To Use Twitter To Deliver Measurable Results For Your Organization

Twitter is often times seen as the ultimate social media tool for quick, concise marketing to an eager group of willing fans. But what happens when the people you want to reach are under the jurisdiction of the most regulated industry possible? You adapt.

Come hear how Novo Nordisk Inc., created the first pharmaceutical branded Twitter page through the combined efforts of its regulatory, legal and marketing teams. The page highlights a partnership with a racecar driver diagnosed with diabetes that sparked a heated debate among marketing professionals about how to best use social media to reach consumers.

• Determine your value - - Is a Twitter page worth your investment?
  What are you really getting out of this?
• Identify the right partner or voice - - Is the marketing team
  the most credible group to lead this project?
• Assess Your Promotional Challenges - - Does the reward outweigh the risk?
• Define Success - - Are your goals realistic?
  When do you need to reevaluate your plans?

Learn from the experiences of the Twitter page creator, and head of the regulatory affairs promotional review team about how to assist your company in understanding the risk of such an endeavor. They will help convince you that a project like this is worth pursuing.

Ambre Morley, Associate Director of Product Communications
Lois Kotkoskie, Director of Promotional Review
NOVO NORDISK INC.

3:35 p.m.

Rules Of The Road: Successfully Navigating
The Guideposts On The Social Media Highway

Many pharmaceutical manufacturers and distributors have been slow to adopt social media tools, due to the intricate and often daunting network of privacy laws and regulations, and lack of concrete guidance from the U.S. Food and Drug Administration (FDA). Legal, compliance and regulatory functions within pharmaceutical and medical device companies are hesitant to take perceived risks by allowing the marketing and corporate communications functions to utilize tools such as Facebook, Twitter, blogs, chat forums, and the like because various kinds of legal and ethical violations can occur in an instant, with profound impact on the company. This is a particular challenge for multinational pharmaceutical corporations faced with local privacy law restrictions on export of "personal data" (information which can be traced to a patient) beyond national borders without patient consent. Complicating this already challenging environment is a lack of knowledge and understanding about how the tools work on the part of risk-averse in-house attorneys and compliance officers.

In this session, you will learn how to prepare for social media initiatives with these "rules of the road" in mind and, in this way, effectively communicate with and educate your legal, compliance and regulatory colleagues to raise their comfort level with, and allow them to become conversant in, the various social media tools and technologies available.

This interactive session will also provide you with an opportunity to discuss these issues in the context of your own experiences, and suggest approaches to working with in-house pharma counsel, including:
 

• Preparation of workable, easy to understand social media guidelines and policies
• Education of your organization about social media effectiveness and risk mitigation (from clear policies and effective implementation training)
• Achievement of  consistency throughout your organization with respect
  to social media strategies and activities
• Anticipation of what guidance may be expected from the FDA,
  in light of the Part 15 hearings

4:25 p.m.

Panel Discussion: Overcoming Your Social Media Challenges And A Q&A Session With Our Speakers

Hear expert representatives from the pharmaceutical industry discuss ways to overcome social media challenges, as well as best practices and lessons learned in the field. You’ll have the opportunity to get your most pressing questions answered in this interactive forum.

5:00 p.m.

End Of Day One

5:15 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 Princeton's fine dining while you continue to network with your colleagues.