8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.

Chairperson's Welcome & Presentation:
The FDA And Social Media: Insider Guidance
And How It Relates To You

In November 2009, the U.S. Food and Drug Administration held a two-day public meeting on how regulated industries use social media. As the year mark approaches 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. 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 from an industry insider.

Peter J. Pitts, Partner/Director Global Regulatory and Health Policy
PORTER NOVELLI
Former Associate Commissioner
U.S. FOOD AND DRUG ADMINISTRATION

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 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

11:15 a.m.

How Your Customers Can Benefit From Social Media

The Mayo Clinic Center for Social Media was launched in September 2010.  Since then, a social media team has been put in place in all three clinic locations - Minnesota, Florida and Arizona. The team’s mission is to engage Mayo Clinic in the best practices of social media, both internally and externally, to benefit the needs of the patient.

• Spreads word of mouth endorsements across the globe on multiple media platforms
• Provides improved service to your customers
• Makes the case against blocking social media sites like Facebook in the workplace
• Creates a community for patients to tell their story and help other patients
• Engages medical experts, patients, and consumers through internal and external platforms

Ronald Petrovich, Manager, Mayo Clinic Center for Social Media, Medical Edge
MAYO CLINIC

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 social media for pharma concerns.

1:30 p.m.

Physicians And Social Media: What Can Pharma Learn?

Today, physicians of all ages and specialties are online, whether via laptop, desktop, or mobile device. With physicians' acceptance of technology has come a new type of openness among a growing number in the healthcare industry. There are physicians who blog, tweet, use Facebook, email with patients, post videos and use social media in intriguing ways. What is driving this change? And what can pharmaceutical marketers and brand managers learn from this new behavior?

• The types of social media physicians find useful and distracting
• The value social networks like Sermo and Physicians Connect hold for physicians and what drives their usage
• How physicians are using mobile to engage socially
• Whether or not the Key Opinion Leaders (KOLs) of the future will be someone who is "social" and more open

Don’t be left behind. Physicians are online – this is a chance to find out how your pharma organization can join the conversation and boost business results.

Moderator:
Bunny Ellerin, President
ELLERIN HEALTH MEDIA

Panelists:
Gopal Chopra, M.D., CEO
DAUPHIN HEALTH

Richard G. Just, M.D., Oncologist
PACIFIC ONCOLOGY AND HEMATOLOGY

Dr. Felasfa Wodajo, Bone and Soft Tissue Tumor Surgeon, Blogger
ORTHOONC & IMEDICALAPPS

2:30 p.m.

How To Navigate The Social Media Highway Within The Boundaries Of A Regulated Environment

Executing social media strategies is a challenge in the pharmaceutical industry. With strict yet unclear regulations, how do you make Tweets, blog posts or Facebook content interesting and relevant for readers? With lengthy internal review cycles, how do you make your information timely? With a sometimes skeptical public, what’s the best way to engage your audience?

AstraZeneca, a global pharmaceutical company, is currently navigating the social media landscape through a variety of channels, and is ready to share their experiences with you. Come benchmark best practices with this leading organization, as you learn how to:

• Make the most of online content
• Navigate your internal challenges
• Engage with the public in a controlled, yet unpredictable, environment

Tony Jewell, Senior Director for External Communications
ASTRAZENECA

3:30 p.m.

A Strategic Approach For Integrating Social Media Into Your Communications And Marketing Plans – Lessons Learned From An Over-The-Counter Launch

Social media has transformed the way products are launched, and that’s especially true when taking a prescription product over-the-counter (OTC). This case study will explore how a leading allergy medicine leveraged a strategic mix of social technologies to communicate with its customer base, establish a brand voice beyond traditional channels, and kick-start its launch.

While regulations and guidance may differ from the Rx world, the obligations of the brand to oversee and moderate social content remain the same. In addition to the marketing plan, you’ll get a behind-the-scenes look at how the team established the necessary systems and processes to review, moderate, and report matters such as product issues and adverse events.

• How to strategically incorporate social media into your marketing plan
• Items to consider when establishing moderation and review processes
• Opportunities to gain buy-in for social programs across numerous stakeholders
• Ways to coordinate across multiple agency partners plus marketing, legal, medical, and regulatory teams
• Insights from the OTC world and how they apply to Rx marketers

William Martino, SVP, Director of Digital Strategy
SAATCHI & SAATCHI WELLNESS

4:15 p.m.

The Social Media Shift: How Social Marketing Is Challenging The Traditional Pharmaceutical Marketer

Pharmaceutical marketers are in the midst of significant change, and the skills that have led to success in the past are increasingly being challenged. In this cutting-edge presentation, you will explore the growing impact of social media marketing on traditional marketing programs.

• How to rate your organization’s social media marketing readiness
• The importance of listening and why traditional market research can be futile
• Measuring impact – why ROI is both essential and a trap
• How to think “social”

John Vieira, Sr. Director Marketing Operations
DAIICHI SANKYO INC.

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.