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 ****

Social Media 101: Successfully Leveraging New Web 2.0 Tools To Form Relationships, Manage Connections, & 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

Whether you’re a social media newbie or a pseudo-social media maven, this workshop will get you up to speed and prepare you for what’s to come in the pharma social media space.

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.

11:30 a.m. to 1:00 p.m.
Afternoon break/lunch on your own

Getting To Yes: Building The Right Team To Insure Social Media Success

You have been given the task of putting together the social media campaign for a rapidly growing multinational biotech. Compliance is worried about FDA and FTC restrictions. The General Counsel, the CFO and the CEO, having seen their kids on Facebook, worry that trade secrets and other proprietary information, and legally protected information about patients, will leave the company at cyber-speed. The employees have heard that you will be monitoring their Internet use to make sure they comply with policies that won’t let them even check their email while at work, and are very unhappy at what they perceive as an unwarranted invasion of their privacy. Finally, your European counterparts are emailing daily about privacy restrictions in putting patient stories on the new site.

What do you do? Bring all of them aboard! In this workshop, we will discuss how to turn doubters into allies and skeptics into enthusiasts by making them part of the initiative, letting their interests be heard so they “own” the social media campaign, and ultimately how to turn the guardrails into road signs and route markers toward success.

• An understanding of the regulatory and legal (including international) guidelines for social media campaigns, and how to turn them into advantages
• A clear perspective on your organization’s interest in social media contacts, and the evolving area of law and regulation on ownership of social medial contact lists
• A blueprint to establish clear lines of internal communications with your pertinent stakeholders and easy-to-follow policies and procedures with metrics for compliance
• A plan to recruit champions for the social media campaign
• A template for a successful social media team

WORKSHOP LEADERS: Peter Pitts is President and co-founder of the Center for Medicine in the Public Interest. Prior to founding CMPI, Pitts was a Senior Fellow for healthcare studies at the Pacific Research Institute. From 2002-2004 Peter was FDA’s Associate Commissioner for External Relations, serving as senior communications and policy adviser to the Commissioner. He supervised FDA's Office of Public Affairs, Office of the Ombudsman, Office of Special Health Issues, Office of Executive Secretariat, and Advisory Committee Oversight and Management. He served on the agency’s obesity working group and counterfeit drug taskforce.

Kenneth N. Rashbaum, Esq., is a Principal with Rashbaum Associates, LLC. In his thirty years of experience as a litigator, trial lawyer and counselor, Kenneth N. Rashbaum has been the trusted advisor to health care providers, health plans and multinational corporations on information governance and its compliance with federal, state, and international law. He has served as partner and Co-Chair of the E-Discovery, Compliance and Data Management Practice Group of AmLaw 100 law firm Sedgwick, Detert, Moran & Arnold, LLP, and Director of Consulting of Fios, Inc., where he founded and supervised the Health Care and Cross-Border divisions.
Ken has vast experience counseling multinational corporations on data protection and privacy laws and regulations in Europe, Asia, Canada, and South America. In his capacity as a nationally known expert on data privacy, he counsels health care providers on compliance with federal, state and judicial standards governing protected health information preservation, use and disclosure.

How To Integrate Social Media With Your Traditional Pharma Communications Platforms

For years, PR and marketing have been adept at traditional media tools for their brand and corporate communications. The tools are time-tested and familiar. In recent years, however, many have placed social media in a separate category … either implementing stand-alone social media tactics or not truly blending social media communications with their traditional media communications.

This workshop will demonstrate ways to use and integrate the two, both from a strategic and tactical standpoint. It will also cover "the voice" that must be used in social media that is inherently different from traditional media and different even among social media channels.

• Expand the reach of your press release
• Optimize your press release for search
• Develop/utilize #hashtags for events
• Learn about social media publishing tools
• Assemble an internal social media committee

WORKSHOP LEADER:  Liesel Enke Sparhawk is a senior manager on WCG’s Interactive Team. She focuses on developing digital and social media strategies for pharma and biotech clients, particularly those who are undergoing their first entrance into the social media space. She has 8 years of healthcare marketing communications experience and strategizes with clients in all areas of corporate and product communications including, social media analytics & influencer engagement, social media guideline development, corporate communications, product communications, issues management, regulatory strategy, and data communications. Current of former clients include Abbott, Allergan, Amgen, Forest, Pfizer, Novartis, Novartis Oncology, Sanofi, and UCB. Prior to joining WCG, Liesel worked in Fleishman-Hillard’s New York office in both the Healthcare and Digital groups.

11:30 a.m. to 1:00 p.m.
Afternoon break/lunch on your own

Measuring More Than Volume: Going Beyond Campaign Management To Capture True Brand Sentiment - - And Leverage Your Brand's "Buzz"

Brand managers and marketing leaders are beginning to demand more from social media. As this trend develops, it becomes more and more important to measure brand sentiment beyond standard metrics. Few tools are currently available to pharmaceutical marketing decision-makers that easily reveal true brand sentiment.

With a more accurate and measureable approach, you can better leverage the “buzz” associated with your brand. This workshop will share new measurement techniques to help you understand what to look for in social media monitoring platforms and how to get more out of them for stronger ROI.

• Strategize structured keyword searches within social media
• Pinpoint critical opportunities or touchpoints in the social media experience to accentuate brand attributes and influence “buzz”
• Monitor brand sentiment in a way that’s meaningful

WORKSHOP LEADER: Mary Quandt, Strategy Director, Customer Experience at Siegel+Gale, passionately believes that design can have a direct and meaningful impact on people—a belief she put in practice when she worked for Design for Democracy to help establish design standards for national election ballots, which were accepted by Congress. Her extraordinary ability to see the human dimension of design is at the heart of her user-centered approach to digital technology. Mary constantly challenges herself and her team to find simple solutions that synthesize design and strategy to create a uniquely engaging brand experience.

At Siegel+Gale, she has worked on strategic branding engagements for American Express, United and the IRS. Before joining us, Mary was the creative manager for Martha Stewart Living Omnimedia’s Digital group, where she defined and implemented digital strategies to reinforce the brand and bring enthusiasts together.

What Past Workshop Attendees Had To Say...

"Excellent presentation; could take all day!"

"Leader was extremely knowledgeable about the topic—able to provide
personal insights, which positively added to the experience."