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8:00 a.m.
Continental Breakfast & Networking
8:30 a.m.
Chairperson's Opening Of Day Two
Bill Evans, Senior Vice President, Digital Practice Group Head
FLEISHMAN-HILLARD DIGITAL
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8:40 a.m.
The FDA And Social Media: What’s Next?
After sending mixed signals about its views on how regulated industries use social media, the U.S. Food and Drug Administration held a two-day public meeting on the subject, raising hopes and expectations that clear guidance would soon be forthcoming. Whether or not this is an accurate reading of the agency’s intentions is certainly open for debate.
Regardless of FDA action (or inaction), social media is here to stay and is becoming an increasingly important tool for pharmaceutical and healthcare marketers. What can you expect from the FDA and how will it impact providing accurate information and potent marketing messages in the future?
This presentation will address 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 the Division of Drug Marketing, Advertising and Communications (DDMAC) in social media oversight and the dangers of "regulatory creep"
- What can we expect from the FDA... and when?
Peter Pitts, Partner/Director, Global Regulatory Policy & Health Initiatives
PORTER NOVELLI
Former Associate Commissioner
U.S. FOOD AND DRUG ADMINISTRATION
9:30 a.m.
Morning Refreshment & Networking Break
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10:00 a.m.
How To Effectively Incorporate Social Media Tools To Successfully Expand And Enhance Your Online Presence
Founded in 1886, Johnson & Johnson, is one of the most broadly based companies in human health – encompassing consumer products, medical devices and prescription medicines. Since 2006, the Johnson & Johnson Corporate Communication department has significantly expanded and enhanced its presence online through the steady launch of new and innovative online communications tools and platforms such as: the Kilmer House and JNJBTW blogs, the Johnson & Johnson health channel on YouTube, the Johnson & Johnson Network on Facebook, the @JNJComm feed on Twitter as well as the re-launch of the existing platform, the corporate website, www.JNJ.com.
As a result, the Corporation not only has access to numerous vehicles to deliver messages and interact with a variety of communities, but has also established credible footholds in different online realms including the blogosphere, the Twittersphere, YouTube and on Facebook, where it can engage, interact and form relationships with different stakeholders.
This presentation will give you the inside story of how this 124-year-old company, which operates in a highly regulated industry, joined the social media world. You'll gain a greater understanding of the successful process that can help you transition your company into the social media arena, including:
- Steps needed to develop a set of social media policies
- Process and structural changes that will support specific social media efforts
- Expectations for communicating on the social web
Marc Monseau, Director, Corporate Communication, Social Media
JOHNSON & JOHNSON
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10:50 a.m.
How To Use Social Media To Harness The Passion And Power Of Patient Communities To Keep Your Brand Top-Of-Mind
A lack of motivational channels for patients with Multiple Sclerosis (MS) empowered Acorda Therapeutics to infuse new life into the signature Walk MS fundraiser. Tapping an unmet patient need to forge connections with others fighting the disease, Acorda coordinated a mix of in-person and digital events allowing user-generated communities to connect online.
With more than 60,000 interactions at Walk MS event booths and tens of thousands of visitors to the newly created website, Acorda harnessed the passion and power of the MS community, focusing on the shared mission "I Walk Because..."
You'll learn how this communications team harnessed the power of social media to position its brand with its stakeholders and how you, too, can:
- Carve out a unique, non-transferrable position
- Keep your brand top-of-mind with patients and caregivers
- Incorporate multiple social networking tactics into the marketing mix to keep your campaigns and brands fresh
Maria Verastegui, Creative Director
ACORDA THERAPEUTICS
William Martino, SVP, Director of Digital Strategy
SAATCHI & SAATCHI WELLNESS |
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11:40 a.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 join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.
1:10 p.m.
Group Exercise:
You asked for it, you got it! Interact and discuss how to implement the latest technology tools to assist you in overcoming your social media for pharma challenges with your fellow attendees and our experienced speakers. You will leave with new tools and ideas for more successfully applying best practices to your own Web 2.0 pharma initiatives.
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1:55 p.m.
How To Gain Access To Your Target Consumers And Achieve Powerful Social Media Results By Partnering With Patient Organizations
Pharma companies have seen powerful social media results by partnering with patient organizations. These cause marketing efforts, often utilizing social media, can benefit both the pharma companies and the advocacy organizations.
A recent Interpublic Group (IPG) Emerging Media Lab survey supports this:
- 92% of consumers said they have a more positive image of a product or company when it supports a cause
- 87% of consumers -- when price and quality are equal -- are more likely to choose a brand associated with a cause
- 75% of community members said they use the Internet to participate in communities related to social causes
Cause marketing programs can provide a safe introduction to social media for pharma companies and help to educate medical/legal teams on the benefits. Non-profit organizations can be an effective way for pharma to gain access to consumers via social media.
During this case study session, you'll hear how social media was used to promote the Rare Disease Day 2010 initiative of the National Organization for Rare Disorders (NORD), a non-profit organization dedicated to helping people with rare diseases. Lundbeck Inc., a pharmaceutical company dedicated to improving the lives of patients affected by complex central nervous system disorders and rare diseases, supported Rare Disease Day by launching the Raise Your Hand to Fight Rare Diseases campaign. Lundbeck donated $1 to a NORD rare disease research fund for every click-through (up to $10,000) to the Rare Disease Day website. The campaign provided content that spurred the company to create a corporate communications pilot Twitter account.
Attend this insightful presentation and learn how your organization can gain access to your target consumers by partnering with a patient organization like NORD. You'll leave with a greater understanding of how to:
- Identify which organizations to approach for partnerships
- Collaborate effectively
- Define success: important measurement goals for social media campaigns
Clarissa Trujillo, Manager, Communications
LUNDBECK INC.
Mary Dunkle, Vice President for Communications
NATIONAL ORGANIZATION FOR RARE DISORDERS (NORD)
Eileen O'Brien, Director, Search & Innovation
SIREN INTERACTIVE
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2:45 p.m.
Afternoon Refreshment & Networking Break
3:00 p.m.
Proving The Value And Recognizing The Limitations Of Social Media In A Highly Specialized Segment Of The Pharma Market: Practical Implementation Steps To Enter The Conversation
Companies like Novartis Diagnostics may overlook social media because common thinking is that a business-to-business organization doesn't need such broad communications. However, social media tools can be an outstanding way to interact with health care professionals or business leader audiences and especially to gain early warning of emerging trends among key stakeholders. This can be especially important during scientific conferences, FDA meetings or other public events.
Novartis Diagnostics uses social media for rapid intelligence and quick reactions while monitoring sentiment in the public arena.
Through specific examples, you will gain a greater understanding of social media monitoring programs and how they can be used for your business intelligence. You'll leave armed with the knowledge of key considerations that will enable implementation of successful social media tactics in your own organization, including:
- Which social media platforms matter to your company and why?
- How can you track social media when there is so much out there?
- When should your company enter the conversation?
- Who from your company should be allowed to participate in social media?
Doug Levy, Independent Communications Consultant
Former (Interim) Director of Communications
NOVARTIS DIAGNOSTICS |
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3:50 p.m.
How To Listen Before You Lead:
Developing A Strategic Social Media Monitoring Program In Pharma
On A Limited Budget
Pharma is operating with limited budgets now more than ever. Social media programs enable you to do more, with less.
Whether you're actively engaged with using social media or not, at minimum, you should be listening to what’s being said about your organization and your products. Developing a strategic approach to your social media monitoring program is a critical first step for several key reasons:
- Managing time. To ensure that you’re collecting structured information from a vast sea of unstructured data, which helps keep analysis time to a minimum.
- Managing search result volume. Ensuring that you're optimally filtering your searches to respect your marketing budget.
- Internal consensus. Learn how to find budget with little to no incremental spend and get buy-in to collect this type of business intelligence.
Through the lens of a preliminary HPV (human papillomavirus) Vaccine case study evaluating social media monitoring results for Gardasil and Cervarix, you will learn:
- The process for developing your own social media monitoring program
- Models you can use for analysis
- An approach for adding depth to your results
Mark Goren, New Media Coach
TRANSMISSION CONTENT + CREATIVE
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4:40 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.
5:00 p.m.
Close Of General Sessions
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Speakers & Key Highlights • Who Will Attend • Benefits of Attending • Rave Reviews
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