Agenda

• The evolution from outbound sales and marketing towards an inbound strategy
• Understand how your company and product fits online digitally in a way that amplifies brand awareness and drives inbound interest 
• How to present results to leadership in order to garner support and larger budgets
• Deciding which platforms are best and where to allocate most of your resources
• How to drive online engagement towards commercial opportunities

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• Create more engaging customer experiences with data-driven targeting
• Leverage User-Generated Content (UGC) in omnichannel
• Optimize digital marketing channels across HCP and DTC
• Adapt messaging to HCP due to COVID-19

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• Take an internal and external look to formulate strategy
• Build out the capabilities to have a practical but meaningful transformation that can deliver value to internal and external stakeholders

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• Best practices in reviewing marketing, messaging, and distribution
• Review launch readiness planning including marketing, market supply, and market access
• Impact of COVID-19 on launch planning and execution:
• Non-personnel interactions with HCP
• Virtual Detailing to HCPs
• Revisiting marketing plans and messaging

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• Using digital marketing to supplement your direct sales team
• Analytics to measure the impact of your digital programs to monitor in your customer engagements
• Enhance your sales channels with focused, value-based customer messaging

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• Obtaining meaningful customer insights through market research to inform creative and media plans
• Optimizing omnichannel engagements through multiple touch points along the patient journey
• Measuring and optimizing direct-to-consumer (DTC) and disease awareness campaigns

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• Learn about OKR – agile goal setting & performance management framework
• How to establish good OKRs
• How to operationalize OKR at your org

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Over the last decade, the life science environment has not only accepted a digital environment but has grown to engage with stakeholders in this way. However, the digital transformation is not over, and many organizations must keep up with this changing environment. In this interactive workshop, you will hear how organizations need to take a step back and look at all aspects of a digital transformation in a different way called M.O.L.E.:

• How to strategically engage with all stakeholders on a global scale
• Specific methods for moving away from failed approaches in creating a center of excellence for digital customer engagement
• Utilize strategic partners to engage with this changing marketplace
• Develop new changes to the structure, function, and process of your organization, utilizing the M.O.L.E. framework
• How to create a culture of innovation in your digital marketing and customer engagement

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• Define what success looks like and how to achieve it through macro and micro objectives
• Position your brand, your content, and story 
• Analyze data to determine the right platform, message, and time
• Understand spend vs objective

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• Review all digital communication to HCPs and ensure they are compliant
• Impact of communication that will assist an HCP to help patients
• Review how the FDA is looking at digital platforms 
• Best practices to ensure digital communication remain compliant

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• Ensure all data is collected through consent and is compliant to GDPR, CCPA, and all global regulations
• Review all data that is used and collected through media, strategic partners, and third-party agencies
• Improve global data capabilities to support all marketing programs

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• Understand how to reach your audience through a virtual platform and engage with them in a meaningful way
• Review of virtual marketing campaigns through all internal regulations
• Develop a comment and customer control plan for all social and digital platforms
• Strategic marketing through proper messaging and customer engagement

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• Pivoting a planned marketing campaign around a product launch 
• Impact on a brand with no in-person salesforce
• Understanding the flexibility of technology platforms
• Review the benefits and lesson learned of a launch during a shelter in place order

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When it comes down to marketing and understanding your target it's important to ensure your HCP message is based on target and relevance. In the world of life science communication and marketing strategy the majority of the time is spent on brand/ product positioning and therapeutic objectives alongside a communication strategy. Since HCPs are their own target area it's important to fully understand this marketplace so you can provide a quality scientific content focus approach to marketing. During this workshop you will learn how to:

• Develop a proper marketing strategy based on fully understanding your HCPs needs and pain points
• Incorporate an engaging and compelling brand message into these marketing channels
• HCP engagement through the right content channels
• Ensure marketing messages come with a message beyond marketing and help educate the HCP on how to improve patient care
• Adapt your marketing and communication channels while meeting customers’ needs
• Review all digital platforms that impact messaging

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• Reactions to marketing changes
• Adoption to digital innovation
• Review of strategic platforms and best practices
• Global marketing changes for the next three months and the future

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