8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson's Opening Of Day Two

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

There is no denying that the source of influence in patient populations is shifting. Online health resources, social media channels, and peer influencers are often the most trusted sources of information for patients seeking treatment options. This session will look at social media trends in patient influence and how UCB redefined the way it identifies and works with their Key Opinion Leaders (KOLs) and "media" to better reach its audiences.

Andrea Levin, Senior Manager, Communications and PR
UCB, INC.

Paul Dyer, Head of Social Media, North America
WCG

10:00 a.m.

How To Advance Your Corporate Social Responsibility Goals Through Social Media

Reluctant to dip your toes into the largely uncharted waters of social media? Corporate social responsibility programs offer an excellent platform for engaging with target audiences and gaining measureable visibility in the highly-regulated pharma industry. Social media channels such as Facebook and Twitter provide accessible, cost-effective and collaborative formats that can bolster your relationship with key stakeholders.

Astellas Pharma US, Inc., a research-based pharmaceutical company, created Science WoRx, a mentoring program and online resource network for science teachers, to inspire the next generation of scientists in their students. Headquartered at www.ScienceWoRx.org, the program has a growing Facebook and Twitter presence. It connects science teachers with lesson plans, in-classroom experiments, trivia contests, Astellas scientists, and each other to support their needs both in and beyond the classroom.

Learn from the creators of Science WoRx and glean insights on how to develop and grow your own online constituencies by:

• Building an online audience from the ground up
• Identifying ways to engage your target audience and initiate productive conversations
• Integrating social media tools with traditional communications
  channels to strengthen your program
• Collaborating with third parties to help spread the word

Jenny Keeney, Associate Manager, Corporate Communications
ASTELLAS PHARMA US, INC.

Claire Campbell Mulhearn, Vice President, Healthcare
HILL & KNOWLTON

Kaiser Permanente, founded in 1945, is the largest not-for-profit, integrated healthcare organization in the U.S., with 8.6 million members, 14,000 physicians and 160,000 employees in multiple regions across the country, and the largest active electronic medical record system on the planet (over 3 million active registrants).

Issues such as being in a highly-regulated industry, having a long-standing orientation towards traditional marketing, and managing teams that are spread out in various geographic locations can present real challenges for marketers who want to explore the world of social media.

Attend this insightful presentation and hear how Kaiser Permanente has embraced next generation organizational communication and innovation using 21st Century tools and channels. You will leave this session with new information and an understanding of:

• Innovative ways you can further the mission, brand and goals of your organization by implementing Web 2.0 strategies coupled with old-fashioned storytelling, cutting-edge media tools and strategic thinking
• The inherent risks of adoption and implementation of strategies that are being taken as a department and as an organization
• Best practices for engaging your internal audiences - creating choice in message delivery, encouraging two-way communication and making information viral

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.

1:10 p.m.

Stop, Start, Continue: One Pharma Company's Journey Down The Road To Understanding, Adopting, Developing, And Applying Social Media Competencies

Take the art and science of social media to the next level as you hear the experiences and lessons learned from the integration of social media into the U.S. commercial affiliate of Sanofi-Aventis. Discussing the real challenges faced by all pharma organizations, you'll walk away with numerous best practices to apply to your own communications and marketing platforms.

• Executing a customer-centric approach to your communications platform
• Embracing dialogue from key stakeholders as a critical source of consumer insight
• Earning a trusted place in the consumer community to form an appropriate
  business strategy
• Building a broad base of skilled individuals who can engage your audience in the most effective manner
• Developing a clear rationale for participation, defining your target audience, and setting clear expectations on the outcomes you’re hoping to achieve before initiating your social media platform

Dennis Urbaniak, Vice President, U.S. Diabetes
SANOFI-AVENTIS U.S., LLC

2:00 p.m.

Afternoon Refreshment & Networking Break

2:15 p.m.

Inside The ePharma Pioneer Studio – With Pharmaguy:
How To Overcome Cultural, Regulatory, And Other Challenges To Enable Social Media Success

Awards have been given to pharmaceutical social media campaigns, but until now there hasn’t been an award for the “pioneers” – the people working inside pharmaceutical companies – who have overcome cultural, regulatory, and other challenges to help make these campaigns possible. They are the unsung heroes, the actors who are making social media their stage.

Many of these pioneers have been criticized rather than rewarded for their efforts. Not any longer! The Pharmaguy Social Media Pioneer Award was established to better recognize the value of these trailblazers.

This panel, facilitated by the “Pharmaguy,” will include several finalists of this year’s Pharmaguy Social Media Pioneer Award. This will be an interactive panel - - you will have the opportunity to submit your most pressing questions, as this session aims to address the following issues:

• What makes a social media pioneer? Can anyone do it?
• What lessons have been learned from setbacks or unsuccessful social media endeavors?
• What are the major roadblocks to launching a social media campaign and how can they be overcome?
• Does pharma have much of a future in social media?

Moderated By:
John Mack, Editor & Publisher
PHARMA MARKETING BLOG

Panelists:
Cindy Phillips, Senior Director of Regulatory Labeling and Promotional Compliance
MILLENNIUM PHARMACEUTICALS, INC.

Dennis Urbaniak, Vice President, U.S. Diabetes
SANOFI-AVENTIS U.S., LLC

More Panelists T.B.A.

3:05 p.m.

Building Online Networking Sites For The Life Sciences Industry

BioCrowd, an online networking site for scientists and other bioprofessionals, was launched in 2009. Despite the popularity of Facebook and other social media platforms like Twitter, building online networking sites for niche life sciences audiences (or brands) remains challenging in the absence of clearly defined regulatory guidelines.

In this session, you will hear about the challenges faced when launching BioCrowd and the “dos” and “don’ts” related to building and expanding online life sciences networking sites. Also, the potential application of these experiences to building online networking sites for branded products will be explored.

Using the takeaways of this enlightening presentation, you will return to your organization ready to:

• Choose the right software platform to build your network
• Create a well-defined value proposition for network members
• Identify appropriate early adopters to foster network growth
• Develop marketing strategies to grow and expand your network
• Apply lessons learned to create networks around branded products

Clifford Mintz, Founder and President
BIOCROWD.COM

3:55 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.