Take social media from complexity to clarity through these interactive workshops guaranteed to jumpstart your conference experience. These workshops are a great opportunity to advance your learning and network with fellow attendees while taking a hands-on, common sense and practical approach to mastering social media for pharma that will enhance your understanding of the informative, case study presentations throughout the entire conference.

****** Your Choice of FOUR Workshops ******
Attend All Four for Maximum Value and Learning

How To Strengthen Your Brand Through Social Media Measurement, Monitoring And Analysis

Understanding what your most engaged customers are saying online is critical to the development and execution of social media strategies. Using social media to succeed across your business requires monitoring and analysis in order to develop, test, deploy, execute and maintain the work you do – so you can evolve your programming to meet the needs of your customers both online and off.

The social media measurement world is in its early stages, with many players making claims to comprehensive data, global coverage and real-time monitoring. Cutting through the noise requires time, effort and testing. This workshop will share best practices for using, executing and evaluating social media measurement in order to make your brand more relevant to your customers and stakeholders, and improve results across your business.

After a quick review of the basics, we’ll explore how to approach measuring and monitoring each of the most important types of social media, rank the tools that have proven themselves in the marketplace, and explain how to approach the challenges of global data.

• How to ask the right questions in order to derive useful insights from social media
• How to use social media analysis to prevent and manage crisis online and off
• Segmentation and influencer identification
• Optimizing your communications in-flight for increased relevance and effectiveness

WORKSHOP LEADER: Israel Mirsky is EVP, Emerging Media and Technology at Porter Novelli. He leads the digital analytics group, which prides itself on using rigorous data analysis and immersion to advance communications and transform clients’ businesses. In the past year, Israel worked with Crimson Hexagon, Traackr and Spredfast to develop Social Catalytics, a technology solution that connects movements in opinion with seeded online communication. Prior to joining Porter Novelli, Israel worked with x+1, a leader in online predictive optimization solutions.

Testimonials From Past Porter Novelli Sessions:

"Best workshop of the week! Very practical advice from experienced people."

"Nicely done!"

"Loved his perspective. Very informative."

"Interesting content and engaging speaker!"

11:00 a.m. to 12:00 p.m.
Lunch on your own.

12:00 p.m. to 2:30 p.m.
PRE-CONFERENCE WORKSHOP B

Social Media And Pharma -- Strategies For Securing Medical/Legal Approval

The only good idea is the one that’s executed. And nothing in pharma can be executed without approval from the Med/Legal & Regulatory departments. Social media platforms like blogs, online communities, Facebook and Twitter seem to mystify some internal approval teams, yet many pharmaceutical marketing teams have been successful in navigating our new “user-generated” online world.

Reviewing examples of social media programs in pharma that the community has seen as successful, this workshop will help you identify the best strategies to securing approval for similar endeavors in your organization.

In particular, you will participate in discussions on a variety of issues and questions that will prepare you for internal negotiations, including:

• What are the best practices for the Med/Legal process?
• How can User Generated Content (UGC) be a part of pharma programs?
• What about branded social media programs?
• How can you correct misinformation within the community?
• Can Consumer Opinion Leaders (aka Health Activists) be incentivized?
• How should you manage adverse event reporting?

WORKSHOP LEADERS: Bob Brooks, Vice President of WEGO Health, has been a leader in the healthcare industry for more than 20 years. Most recently, Bob was Director of Integrated Marketing and Media Solutions at GlaxoSmithKline, where he led the development of web resources and new media programs for consumers and healthcare professionals. Bob also co-founded Echo Strategies Group, one of the first digital healthcare agencies in the US.

Michael Spitz, Director of Digital Strategy at Ignite Health, is a proven leader in the field of healthcare communications. Spitz combines over 15 years of medical writing and editing experience with an enthusiasm for technology going back to programming on his first Apple IIe computer. Grounded in clinical knowledge and closely following the ever-changing regulatory environment, Spitz can routinely be found at pharmaceutical marketing presentations, brand and tactical planning exercises, and social media brainstorming sessions across the country. A prolific blog writer and presenter, follow his daily, often hourly tweets at @SpitzStrategy to help stay on the pulse of all things digital health.

2:30 p.m. to 2:45 p.m.
Afternoon stretch break.

2:45 p.m. to 5:15 p.m.
PRE-CONFERENCE WORKSHOP C

2011 - The Year Mobile Pharma And Healthcare Take Flight:
How To Integrate Mobile Strategies Into Your Overall Marketing Mix

Seemingly every year, pundits and patients alike pose the question: “Will this be the year mobile takes off in pharma and healthcare?” It’s a good question, but one that often leads to a disappointing answer. But this year will be different.

With the proliferation of smart phones and the percentage of Americans with mobile internet access outpacing that of those with home broadband lines, the mobile platform seems poised to make a serious push into the lives of healthcare-minded consumers.

In this session, you’ll learn up-to-the-minute facts about:

• The current demographic profiles of today’s mobile healthcare user
• The device technologies in use today by phama companies
• Dealing with regulatory guidance and challenges
• Integrating mobile strategies into your overall marketing mix
• The newest trends and pharma case studies live in the marketplace today

Don’t miss out on this thought-provoking workshop that’ll bring you up-to-speed on this cutting-edge technology.

WORKSHOP LEADER: Bill Evans is an independent consultant with over 16 years of experience with the strategic development and creation of highly engaging experiences for brands.  Leading with an integrated strategy, Mr. Evans provides clients with industry-leading strategic counsel in mobile, digital, and social media paired full-service design and development capabilities to help clients navigate the evolving world of integrated communication, conversation, and community. Mr. Evans has extensive experience in the measurement of ROI and key performance indicators tied to an organization's online activities.

Wrap up your conference experience with a hands-on workshop that will leave you inspired and ready to embark on your own social media journey!

How To Blend Social Media With Your Traditional Pharma Communications Platforms

Moving beyond just “listening” to actually engaging with patients, professionals, and online influencers in the health space can seem like nothing more than a pipe dream at times. And yet, pharma and healthcare companies are doing it every single day by combining social media with their PR and communications programs in meaningful, but low-risk ways. This workshop will explore some of the starting points where social media can support and supplement work you’re already doing to communicate with your audiences.

• Expanding your definition of “media” to include the “new media”
• Using social media tools to become more effective in outreach programs
• Creating an online or offline event that builds relationships with social media influencers
• Managing the education process and common objections with your legal and regulatory teams