Agenda
Day 1: General Conference
Monday, August 31, 2020
10:45 am EDT
Keynote
Driving Customer Engagement Through Digital (Read More)
- 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
11:15 am EDT
Develop and Roll Out a Successful Omnichannel Marketing Campaign (Read More)
- 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
11:45 am EDT
Break
12:00pm EDT
Experiential Learning for Patients and HCPs Using Virtual and Augmented Reality (Read More)
Learn-by-doing experiences like medical simulations and acquiring empathetic perspectives through patient journeys bring unique awareness about diseases, procedures, and treatments. The immersive qualities of augmented and virtual reality work to let learners see and feel life through the patients' eyes and give them long-lasting emotional connections to patients and their stories. Join Tipping Point Media in discussing empathy and simulation-based education for patients and healthcare providers and how using augmented and virtual reality can enhance learning and communications.
12:30 pm EDT
Developing a Global Multi-Channel Strategy and Building the Right Capabilities to Enable the Strategy (Read More)
- 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
1:00 pm EDT
Strengthen a Product Launch with Proper Planning and Strategy (Read More)
- 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
1:30 pm EDT
Break
1:45 pm EDT
Leveraging Your Digital Approaches to Drive Customer Engagements and Increase Sales (Read More)
- 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
2:15 pm EDT
Benefits of Omnichannel Engagements (Read More)
- 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
2:45 pm EDT
Break
3:00 pm EDT
Accelerate Your Digital Marketing Results with OKR (Read More)
- Learn about OKR – agile goal setting & performance management framework
- How to establish good OKRs
- How to operationalize OKR at your org
3:30 pm EDT
Digital Innovation Transformation: Strategic Engagement with Stakeholders through Omnichannel Marketing and M.O.L.E. (Read More)
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
Digital Transformation Innovation Consultant
4:00 PM
Doubling Down on Video & Audio (Read More)
During times of uncertainty, it’s crucial for communicators & marketers to know how to pivot their digital and social content strategy appropriately. Emily & Erica will highlight the importance of storytelling, and how video & audio can help best captivate your goal audience(s). They will walk through the best practices for creating compelling content, “mining" for stories within your organization, tips for pushing the boundaries creatively in a regulated industry, and share real-life examples of how they shifted priorities during COVID-19.
Day 2: General Conference
Tuesday, September 1, 2020
10:45 am EDT
Increase Notoriety through Various Targeting Media and Social Campaigns (Read More)
- 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
11:15 am CDT
Leveraging Data for Transformational Personalized Engagement with HCPs & Consumers in a Post-COVID Era
11:45 am EDT
Remain Compliant with HCP Communication through Digital Platforms (Read More)
- 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
12:15 pm EDT
Break
12:30 pm EDT
54 Million Unemployed Americans Want to Know: What are My Insurance Options, Anyway? (Read More)
Over 17M monthly patients use GoodRx to help afford their prescriptions and make more informed healthcare decisions. The GoodRx Research team, consisting of GoodRx medical and healthcare experts, regularly publishes news and analyses to ensure our content is accurate, up to date, evidence based—and helpful to Americans. Rising unemployment is causing Americans to consider their insurance and Rx uptake options. Come hear Tori Marsh, Director of Research at GoodRx, explain how the pandemic is impacting American’s options for ACA coverage, Medicaid, and other healthcare issues. We’ll also share how brands are partnering with GoodRx to provide affordability options to patients.
1:00 pm EDT
Digital Marketing: Enhancing Marketing through Emotion and Storytelling Marketing (Read More)
- 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
Digital Marketing Consulant
1:30 pm EDT
Break
1:45 pm EDT
Case Study
Launching a Product in a Virtual Environment (Read More)
- 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
2:15 pm EDT
Strategic Tactical Engagement and Marketing Strategy for HCP During and Post COVID-19 (Read More)
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
Digital Marketing Strategy and Analytics
2:45 pm EDT
Panel
Current and Future Impact of COVID-19 on Marketing Innovation (Read More)
- 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
Digital Marketing Strategy and Analytics
3:45 pm EDT
Virtual Event Concludes