8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening Of Day Two & Presentation:
The Era Of Mobile And Social Communications: How To Get Your New Ideas Off The Ground And Assimilated Into Your Organization’s Corporate Culture

Every innovation, in marketing or otherwise, has looked to the lessons past to build toward its future, and pharma is no different. As digital marketing became prevalent, pharma marketers have used print-based metaphors to help conceptualize and assimilate new programs. Having been in this business for any length of time, terms like "above the fold" have been used, even though desktop browsers do no such thing. The era of mobile and social communications is now here, and, we find ourselves now using desktop-browser metaphors to try and drive adoption and approval, often without thinking about the potential ramifications.

While the pharma industry slowly and methodically tries to evolve to account for this changing environment, the influence of social communications have been felt across the industry, from Facebook to Twitter chats. Like it or not, this may finally be the time when the industry moves forward, but the biggest hurdle to getting new ideas off the ground may not be the FDA or DDMAC, but your organization’s own corporate culture and methodologies.

• The legacy modes of thinking that hinder the adoption of new ideas
• The false assumptions keeping regulators from saying "yes"
• Why the definition of "social" may be to narrow
• Why social media monitoring is a gateway drug
• Building a groundswell to gain traction and support

Bring your questions, ideas and assumptions to be challenged.

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

Patients are online talking about their health, your prescription drugs and your competition. In this inspiring case study, you will learn how pharmaceutical companies and brands can best engage these empowered patients.

• An overview of empowered patients
• Data that shows what patients do and don’t want to hear from pharma
• A case study on what a brand learned from online listening and the results achieved
• The value of leveraging Trust Agents for social media
• A case study on the potential downside of not listening or engaging with your audience
• Practical recommendations on how pharma can engage in the social media conversation
• Strategic approaches for pharma to partner with empowered patients

Jordana Holovach, Founder
JACOB'S CURE

Eileen O’Brien, Director of Search & Innovation
SIREN INTERACTIVE

10:35 a.m.

Building A Relationship For A Lifetime: Using Social Media To Target And Market To Audiences With Chronic Health Conditions

There is a growing need for pharmaceutical companies to build relationships with their audiences through social media. This unique panel, represented by the grassroots organization UII-Understanding Invisible Illnesses, will consist of three patients and activists representing conditions across the board from autoimmune diseases to cancer to cerebral palsy to autism, discussing the patient perspective through the lens of how to connect with patients. Topics that will be covered include knowing what conditions and needs your audience really has, what types of messaging patients respond to, and key factors to consider in building your relationship with patients/consumers.

This panel represents the views of the most significant target group for this audience - young adults with chronic health concerns. Young adults, who are the most likely to use social media to make decisions, require the products and services marketed by pharmaceutical companies, and will be customers for decades to come.

This riveting and eye-opening session will show you how to:

• Identify your audience their needs
• Build a relationship with your audience for a lifetime
• Find the appropriate tone for your audience
• Leverage the most popular social media platforms, such as Facebook, Twitter, and blogs for a comprehensive marketing plan

Moderator:
Stacy Andes, Ed. D., Director, Office of Health Promotion
VILLANOVA UNIVERSITY

Panelists:
Jennifer Pettit, Founder
Jonathan Dorfman, Activist
Bridget Meakim, Activist
UII – UNDERSTANDING INVISIBLE ILLNESSES

Enterprise-wide social media facilitates discussion across time zones, functional lines, and up and down an organization. Given the speed with which this environment is changing, how are can you ensure that your employees understand what is expected of them?

• Created flexible, yet rigorous, policies and guidance around expected use and engagement with internal social channels
• Sought to build organizational alignment to reflect the multidisciplinary nature of a truly social enterprise
• Begun to construct a robust and scalable education platform to foster an innovative and inclusive environment

Amy Kunkel, Senior Associate Director, Corporate Communications
David C. Thompson, PhD, Social Media Strategist
Boehringer Ingelheim Pharmaceuticals, Inc.

Join a group of your colleagues for lunch with an informal discussion based on a social media hot topic. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

1:35 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

Interact and discuss solutions to your social media challenges with your fellow attendees and our experienced speakers. You will leave with new tools and hands-on experience and ideas for more successfully applying best practices to your own social media initiatives.

2:15 p.m.

How To Rise Above The Noise And Engage Employees: Implementing Web 2.0 Strategies To Enhance Organizational Communication And Further Your Mission, Brand And Goals

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 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.

This insightful presentation will explore how Kaiser Permanente has embraced the next generation of employee 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, two-way communication and making information viral

Nancy Buono Cartwright, Vice President, Communications
KAISER PERMANENTE

3:15 p.m.

Developing Strategic Partnerships To Educate Consumers And Engage Influencers In Social Media

When a topic is difficult to discuss or has a discreet audience, mass communications and marketing isn’t always the best route. Influencers in social media – namely, Moms – have the Mom Central Consulting and HealthyWomen.org have developed a strategic partnership to develop sponsored educational health information that is promoted via word of mouth and social media directly to interested consumers. The power of the Mom consumer and her reach has paid off for clients on topics like epilepsy and HPV testing.

• What a strategic health partnership looks like
• Strategies that satisfy a brand's objectives and are FDA-compliant
• Tactics that educate and create engagement
• Demographic targeting to reach the most relevant audience
• Outcomes of recent sponsored campaigns
• New insights and trends

Elizabeth Battaglino Cahill, RN, Executive Director
HEALTHYWOMEN

4:00 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.

4:15 p.m.
Close Of General Sessions

Monday, December 5, 2011:

• Pre-Conference Morning Workshop A:
  8:30 a.m. – 11:30 a.m.:
  Social Media 101: Successfully Leveraging New Web 2.0 Tools To Form Relationships, Manage Connections, & Communicate With Your Audiences
• Pre-Conference Afternoon Workshop B:
  1:00 p.m. - 4:00 p.m.:
  Getting To Yes: Building The Right Team To Ensure Social Media Success

Thursday, December 8, 2011:

• Post-Conference Morning Workshop C:
  8:30 a.m. – 11:30 a.m.:
  How To Integrate Social Media With Your Traditional Pharma Communications Platforms
• Post-Conference Afternoon Workshop D:
  1:00 p.m. – 4:00 p.m.:
  Measuring More Than Volume: Going Beyond Campaign Management To Capture True Brand Sentiment - - And Leverage Your Brand's "Buzz"