8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.
Chairperson's Welcome & Opening Remarks

Bill Evans, EVP & Chief Digital Officer
TEAM CHEMISTRY @ WPP
Conference Chairperson

8:45 a.m.

Effective And Compliant: How To Utilize Social Media In The Pharmaceutical Industry

In a highly-regulated sector like the pharmaceutical industry, social media platforms have, in some cases, been begrudgingly launched. Most communications professionals understand the importance and effectiveness of blogs and Twitter, but many are concerned about the overly vague boundaries and how to successfully use the newer communications tools.

Eli Lilly and Company has found a way. Over the last 15 months, the Indianapolis-based pharmaceutical company has used LillyPad and other tools effectively by communicating to a targeted audience to address very specific needs.

• Prepare a successful roadmap
• Avoid the natural pitfalls
• Drive relevant conversations

Amy O’Connor, Director, Government Affairs Digital Communications
Greg Kueterman, Director, Corporate Communications
ELI LILLY AND COMPANY

9:30 a.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 we launch products, and that’s especially true when taking a prescription product over-the-counter. In This case study will we’ll explore how, Allegra®, a leading allergy medicine leveraged a strategic mix of social technologies to communicate with its customer base, establish a brand voice beyond traditional channels, kick-start its launch, and thrive during its launch year.

While regulations and guidance may differ from the Rx world, the obligations of the brand to oversee and moderate social content remain the same. You will be shown a behind the scenes look at how the team established the necessary systems and processes to review, moderate, and report things like product issues and adverse events.

• How to strategically incorporate social media into your marketing plan
• Things 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
• Learnings from the OTC world and how they apply to Rx marketers

Shermon McMillan, Sr. Marketing Manager
CHATTEM, A SANOFI COMPANY

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

10:15 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!

11:15 a.m.

What Are You Afraid Of? Getting Through The Guidelines And Laws Of Digital Marketing And Social Media

Digital marketing, including the use of social media tools, should be part of a strategic marketing plan for every pharma company. However, many senior pharma execs have been slow to realize the potential and some have been paralyzed by the lack of guideliines from the FDA. The guidelines will come, but will they be any different than using common sense applied to our existing knowledge of the law in the areas of advertising and privacy? Is there some unknown mystery that many are afraid of?

This panel will help clarify a common sense, practical approach to interpreting the law with respect to digital marketing. Regulatory can interact with marketing to make a strategic plan work. What are you afraid of? Revolutionary thought without the tanks and missiles will be explored.

• Understanding the tools and the law - advertising is regulated by the FDA, social media is not
• FTC guidelines DO regulate social media. Learn what you need to know and what to watch for in digital marketing
• Ads on websites are not social media. Google ads are not social media. Know the difference
• E-advertising in small spaces - can we make it work?
• Privacy - something to consider for any e-project, in particular in social and mobile applications
• Being aware of the difference between social media platforms and social media content
• What do doctors want out of pharma, regarding digital platforms?
• Is there more risk with mobile technology?
• Can you make traditional marketing and eMarketing complimentary? When can multi-channel marketing work best?
• Curing the (comment) cold – Is the fear of comments warranted? Can health marketers be responsible AND social?
• How are related spaces addressing marketing regulatory practices in social media channels?
• Innovating, creating and documenting best practices in lieu of clear guidance specific to social media platforms

Moderator:
Ray Chepesiuk
(PAAB) PHARMACEUTICAL ADVERTISING ADVISORY BOARD

Panelists:
Ned Russell, Managing Director
SAATCHI & SAATCHI WELLNESS

Tom Chernaik, CEO
CMP.LY

12:00 p.m.

How To Operate Your Social Media Plans With FDA And Pharma Guidance

The only way to credibly engage with influencers is to have critical information for them to say. What pharma has to say must be to the public's benefit. This train of thought is lacking in healthcare. Pharma does not realize their own network value. Their goal should be to advance the public health, which can be done through active, lively and regular participation. It’s not the responsible thing to not participate in social media, because that is where the public is. It’s not comfortable for people because it’s not a pay world, it’s a play world.

Social media’s Golden Rule is Transparency. If you don’t challenge the social media path at all, no one will know where you want to go. The FDA hasn’t released guidance, but does it really matter? A regulatory holy grail will only lead to disappointment and frustration. Would a rolling guidance for social media be the best way to have guidance? Are expectations from the FDA and pharma the same? Interactivity needs to be turned on at pharma. The networks must be elastic to best operate.

This enlightening and impactful session from the perspective of a former FDA-policy advisor, will explore points that are often overlooked, including:

• There is a difference between online advertising and social media. Google ads aren’t social media. It’s paid advertising.
• There is a difference between social media platforms and social media content. If the content is not compliant in other areas, than the social media platform isn’t the problem.
• The fear of adverse event discovery is dangerous and misguided. We need to embrace the fact that adverse event experiences can be seen.
• The fear of User-Generated Content is real, but there are many solutions from moderation to corporate responses to educating the users.
• Who is responsible for what on social media? No single company can be responsible for everyplace something is said on the Internet. If you advertise on a webpage, you are not responsible for the content of that webpage.

Whatever you do, just make sure it advances public health. As long as you can answer, “Yes,” you are okay.

Peter Pitts, President
CENTER FOR MEDICINE IN THE PUBLIC INTEREST

12:45 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 concerns.

2:15 p.m.

Integrating Online Patient Communities And Social Media Into Rare Disease Communities

The National Organization for Rare Disorders (NORD) is dedicated to helping the nearly 30 million Americans with rare diseases, and the organizations that serve them, through programs of education, advocacy, research, and patient services. There are many challenges for patients in the rare disease community, including isolation. Support systems such as patient organizations and online communities are integral in helping to diminish those feelings.

Through the perspective of this rare disease community, pharma companies will learn effective strategies for connecting with their own patient communities, including:

• How rare diseases are increasingly being recognized as an international public health challenge, and the struggles and experience of patients is often similar regardless of which country they reside in
• Understanding how social media presents an opportunity for patients and their families to connect regardless of physical location and other limitations
• Finding out more about the Rare Disease Communities, a joint project of NORD and the European Organization for Rare Disorders (EURORDIS) to create disease-specific online patient communities on which individuals can read information about their disease, share and read stories from other patients, find the organizations that specialize in their disease, and network with others across five different languages
• How Rare Disease Communities seek to help patients and disease specific patient organizations connect to strengthen international collaboration and to meet the important goals of support and information sharing within a specific rare disease community

Tai Spargo, MPA Special Projects Coordinator
National Organization for Rare Disorders (NORD)

3:00 p.m.

Afternoon Refreshment & Networking Break

3:15 p.m.

How To Leverage Private Online Communities To Generate Insights And Innovation Without Generating Waves

Private market research online communities (MROCs) provide a safe venue in which companies can engage patients and physicians in research and product innovation via social media, while significantly minimizing their regulatory and compliance risks. In this session, you will learn about what Lifescan, a division of Johnson & Johnson, and other pharmaceutical and healthcare companies have learned about recruiting, engaging, and generating business-changing insight and innovation via private online communities, offering practical tips and lessons learned.

• Define the optimal stakeholders, mission, and membership of an MROC
• Employ a range of engaging feedback, discovery, and co-creation techniques to drive insight and innovation
• Address concerns regarding adverse event reporting, off-label usage, and patient privacy

Sharon Landa, Director of Diabetes Care Franchise Strategic Marketing for LifeScan, Inc.
JOHNSON & JOHNSON

Julie Wittes Schlack, Sr. Vice President Innovation & Design
COMMUNISPACE

4:00 p.m.

How To Integrate Social Media Strategies With Your Traditional Pharma Communications Initiatives

Life science companies need to expand their social media presence as consumers increasingly make their healthcare decisions based on online information, and particularly peer-based content. However, a social media strategy doesn't need to be limited to developing programs that live exclusively online.= By integrating social media strategies and tactics into more traditional communications initiatives, companies can expand the reach of traditional communications programs, streamline the planning, development and review process with a cohesive approach, and avoid overspending to develop online-only campaigns that may have limited reach without the benefit of off-line support.

• Adding value to traditional communications initiatives by incorporating social media elements
• Engaging in social media in a manner that users will have a positive impression of your company/brand
• Distinguishing between social media programs that can be stand-alone online-only initiatives (i.e., those that can live online with no off-line support, such as a program done in conjunction with WebMD) and those that that are more appropriate to integrate into a broader campaign

Erica Wishner, Director, Consumer Communication and Outreach
Jeff Mcdonald, Corporate Communications
ACORDA THERAPEUTICS, INC.

4:45 p.m.
More "How To's" To Help You Get The Work Done:
An Interactive Panel Discussion With Today’s Participants!

Need to dive deeper into specific topics?  Want more details?  Here’s your chance!  Interact and ask questions amongst the group to help you brainstorm and innovate your own social media plans.  Digest what you’ve learned and apply it to your own initiatives to get feedback and ideas for improvement.

5:15 p.m.

End Of Day One

5:20 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 New York City's fine dining while you continue to network with your colleagues.