Jump-start your conference experience by attending these interactive and practical workshops. These information-packed sessions are a great opportunity to network with fellow attendees while taking a hands-on, common-sense approach to mastering social media that will enhance your understanding of the informative, case study presentations throughout the entire conference.

**** Choose ALL FOUR for Maximum Value and Learning ****

Successfully Leveraging New Web 2.0 Tools To Form Relationships, Manage Connections And Communicate With Your Audiences

No other channel in recent marketing history has been a bigger or shinier object than social media. What’s all the fuss? Some pharma companies have only tested the waters while others have jumped in full-force. This workshop will review and evaluate industry social media case studies and provide the tools for executing and measuring your own success.

During this interactive and hands-on workshop, you will:

• Learn how to evaluate if your brand is right – and if your company is ready – for social media
• Understand the many perspectives and options within this evolving channel
• Recognize good starting points for social media, plus witness how several pharmas are fully leveraging social media with a community management role
• Walk away with insight on how to strategically plan, execute, and integrate social media into the marketing mix

WORKSHOP LEADERS: Wendy Blackburn is Executive Vice President and self-described digital marketing evangelist at Intouch Solutions. Wendy is responsible for client strategy, client service, and business development across the agency, which she joined in 2003.  During the course of her career, Wendy has served a multitude of top pharmaceutical clients and a wide range of brands across disease categories. She is a sought-after strategic counselor, working hand-in-hand with a number of major pharma clients to help make their digital and social programs successful.

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.

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

Using Mobile Technologies To Deepen Your Understanding Of Patient, Consumer And Health Care Professionals’ Needs

A businessman turns on his mobile video camera in a public restroom to demonstrate how he tests his glucose levels and prepares his insulin injection when travelling for work. A primary care physician keeps and transmits a journal of all of the detail visits she’s had and unsolicited marketing mail she’s received over the course of a week. A mom shopping for consumer healthcare products snaps pictures of what she’s seeing on the drugstore shelf, what’s attracting her attention, and what’s confusing her. An overweight patient trying to lose weight maintains an exercise log, and every time he makes an entry, is also prompted to complete a brief survey about how he feels.

These examples illustrate not just how mobile technology enables consumers to share their lives in ever-more immediate ways, but also what people are willing to share.
Traditionally, in-person ethnography has been an invaluable means of acquiring that level of visibility into the particulars of daily life. But this research approach has been too costly to be scalable, until now. A plethora of mobile survey and ethnography tools is now enabling highly engaged consumers, patients, and health care professionals to capture and share their real-time experiences, feelings and observations through pictures, videos, text notes, audio notes and bar code scans. And in so doing, they’re also often engaging in the useful comparison between what they say, what they think they do and what they actually do.

• The range of mobile survey and ethnography tools available trade-offs
  associated with each;
• How to design effective mobile-based research projects
• What to expect in terms of participation rates

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

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

Social media engagement for companies and brands may be all the rage, but it can be a daunting task for those companies who operate in highly-regulated environments, namely finance and pharma. For pharmaceutical companies, conducting any sort of external marketing or outreach requires the review and approval of a few key stakeholders: Medical, Legal, and Regulatory (not to mention communications, IT/IS, etc.). In the past, this often meant an engagement program was either watered down to become too bland or uninteresting or was rejected altogether.
 
However, there are many pharmaceutical companies who are pushing the envelope with their social media efforts and engagements and not only for their own industry. In this critical workshop, we'll explore a few examples of those successful companies and programs. We'll also review the best practices for starting a social media program for a company and brand, as well as how to navigate the seemingly dangerous regulatory waters to make it happen. We'll explore this in a stepwise fashion from the most basic of social media involvement that's completely "safe" in the eyes of those aforementioned stakeholders.
 
Specifically, you will gain knowledge on the following key issues:

• Dealing with user-generated content
• Terms of use for your various social media channels
• Monitoring your social media efforts
• Dealing with potential adverse event reports
• Finding the right people to connect with online

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 Use Social Media Listening, Monitoring And Measurement To Better Understand Your Brand And Lay The Foundation For Increased Online Engagement

Building a social media strategy and foundation hinges on a brand’s success in online listening, monitoring and measuring. It’s critical to use each of these to better understand your brand and ultimately develop a well-informed online engagement strategy. Using real-world case studies, this interactive workshop will examine and illustrate tools and strategies for effective listening, measurement and monitoring to help you better understand your brand and put the building blocks in place for increased online engagement.
 
Specifically during this session, you will:

• Learn the difference between online listening, measurement and monitoring
• Understand how online listening, measurement and monitoring inform brand learning, performance and issues management
• Discuss best practices for identifying key online influencers and engaging with those influencers
• Hear about regulatory concerns and strategies for addressing those challenges
• See real-world examples that demonstrate the benefits of listening, monitoring and measurement
• Get a glimpse of some of the next-generation tools companies are using to monitor issues online and have a constant view of brand performance