Agenda insights that will shape your commercial and marketing strategy

This year we have added an extra day and reduced the daily hours to accommodate busy schedules and allow for time to connect with industry peers


Monday, November 8th: Future-proof your customer engagement strategy

9:30am – 10:00am (ET)

Opening keynote: Biotech 4.0 - Reimagine your digital future

  • Start your vision from scratch, hear how BioNTech built an entire digital Ecosystem in less than one year, including CRM, MDM, DAM, CMS, MCM/MA, CCaaS, LMS, BI, digital factories and ML/AI services
  • Implemented, trained and kicked off their CRM system within 6-weeks to fully empower their field force
  • Scale your brand globally and understand the required balance between a digital and commercial landscape, what technologies do you need to accomplish this? Create an end-to-end campaign that is fully “Plug and Play” for any product in any country and any region
  • Overcome complexities, define the right governance, structure and foremost people from the outset to meet deadlines.
  • Superfast, data driven decision making to excel customer focus across the organization

Michael Boehler VP, Global Commercial & General Manager BioNTech SE

10:00am – 10:30am (ET)

Keynote: Build your organization’s Innovation engine: Leverage a next-generation operating model to create an environment where innovation can flourish

  • Accelerate innovation by embedding technologists into business teams
  • Deliver value through products and platforms, rather than ‘projects’
  • Empower teams to think big and take risks
  • Focus rigorously on value creation

Daniel Rothman Chief Information Officer Sumitovant Biopharma & Chief Digital Officer Dainippon Sumitomo Pharma

10:30am – 10:45am (ET)

Break

10:45am – 11:30am (ET)

Panel: Mission data-driven decision-making: how to determine your next best action for every HCP engagement

  • Enable agile decision-making to enable more personalized customer engagement with novel approaches to data privacy and compliance
  • Create the ultimate customer experience by basing your insights on HCP experience rather than brand KPI’s
  • Ensure financial efficiency, prioritize resource allocation to optimize execution and targeting efforts
  • Learn how you can make commercial decisions based on real-time insights to ensure field and marketing strategy makes impressions that count

Bharti Rai VP, Commercial Operations, Data and Analytics Novartis

Madhavi Ramakrishna Global VP, Pharma Commercial Data Analytics & Insights GSK

Samer Ansari Head of Digital & IT Takeda Oncology

Moderator: Theresa Greco Chief Commercial Officer Prognos Health, Inc.

11:30am – 11:45am (ET)

Presentation: Case Study: Change your company’s workflow language through change management

  • Engage and educate across functions to increase adoption and enable the full potential of new technologies
  • Understand your role in incorporating change management techniques to drive training, skill development and create new expectations in workflow tools
  • Implement role modelling through all levels of management to drive positive change
  • Utilize change management to accelerate your commercial strategies, gain faith from management, and implement new tools that will help you engage with customers homogeneously

Ketan Paranjape VP, Commercial Business Operations Roche

11:45am – 12:00pm (ET)

Presentation: Case study: New digital acceptance means new consumer-driven possibilities

  • How Abbott implemented a Des Ops (design operations and design strategy) team to reduce organisation-wide resource loss
  • Provide a better customer experience and focus on how pre-empt and fix problems rather than finding problems
  • How to find and partner with non-traditional players to find new routes to target customers and streamline campaign efficiencies through increased quality content

Rahul Avasthy Lead, Digital Transformation & Experience Abbott

12:00pm – 12:15pm (ET)

Presentation: Available

12:15pm – 12:30pm (ET)

Live Q&A: Quiz our expert speakers on their case studies and their views on the future

Ketan Paranjape VP, Commercial Business Operations Roche

Rahul Avasthy Lead, Digital Transformation & Experience Abbott

12:30pm – 12:45pm (ET)

Break

12:45pm – 1:30pm (ET)

Panel: Define your new commercial roadmap to navigate a hybrid future; planning, processes and skills

  • With vaccine rollouts worldwide, change is on the horizon; explore the different approaches to planning your post-lockdown roadmap for hybrid customer engagement
  • Pivot at any point; how to maintain cultural momentum toward more progressive risk attitudes and agile processes / systems
  • Combine F2F, remote, and digital engagement strategies for a comprehensive hybrid go-to-market model that works for the many, not the few
  • Increase standards on addressing HCPs needs with tailored and relevant content and offerings

Chatrick Paul SVP, Head of US Oncology Business Unit (OBU) AstraZeneca

Daphne Earley Senior Director ViiV Healthcare

Gizem Ozbay Global Head, Marketing Integrated Abbott

1:30pm(ET)

Workshops: TBA

More details coming soon.

Tuesday, November 9th: Digital transformation complete: Your next best action to accomplish a seamless customer journey

10:00am – 10:45am (ET)

Panel: Ready your new virtual salesforce: How to stay ahead of evolving role, skill and capability requirements

  • Meet evolving HCP needs by balancing your virtual versus physical field team interactions with dedicated virtual roles and rep engagement channels  
  • How using customer data profiling to identify specific needs will help educate your field teams hybrid engagement strategy and ensure personalized valued 
  • How to identify digital skill gaps in your existing field teams, gain cultural buy-in even post-pandemic, and ensure a long-term approach to digital rep capability building that equals quickly changing HCP demands with boardroom buy-in  

Frank Armenante Director, Commercial Execution Novo Nordisk

Yvette Leung Associate Director, US Myeloid Marketing Bristol Myers Squibb

Chetak Buaria Global Head, Customer Engagement & Channel Evolution Merck Group

Candy Liang Senior Director, Field Strategy and Commercial Ops Akebia Therapeutics

10:45am – 11:00am (ET)

Presentation: Case study: Personalized engagement in reality: drive HCP retention with hybrid go-to-market models

  • Perfect your go-to-market model by increasing authentic engagement through personalised touchpoints based on HCP speciality
  • Create a non-disruptive digital journey to increase HCP retention
  • Leverage accessible data to identify barriers to market-entry, pivot towards the right channels
  • Dive deeper into your content curation to resonate with your customer

Anastasiya Kolyasnikova Head, MCM programs for HCPs Sanofi

11:00am – 11:15am (ET)

Presentation: Define your optimal channel mix to engage HCPs in a natural tone

  • Reduce the noise and home in on what matters; how to establish channels that pull versus push to provide engagement results
  • Implement customer-friendly feedback programmes to identify what’s valuable for them and avoid a trial-and-error approach
  • Utilize cross-functional CRM analytics and insights to guide which touchpoints are most successful and in inform future strategy

Jane Urban Senior Director, Commercial Data Management and Strategy Takeda

Anne Emrick Senior Director, Digital Omnichannel Transformation Lead Takeda

11:15am – 11:30am (ET)

Presentation: Available

11:30am – 11:45am (ET)

Live Q&A: Quiz our expert speakers on their case studies and their views on the future

Anastasiya Kolyasnikova Head, MCM programs for HCPs Sanofi

Jane Urban Senior Director, Commercial Data Management and Strategy Takeda

Anne Emrick Senior Director, Digital Omnichannel Transformation Lead Takeda

11:45am – 12:00pm (ET)

Break

12:00pm – 1:00pm (ET)

Panel: Deliver the integrated customer journey

  • Amplify customer centricity by looking beyond your brand strategy – digital-centricity will follow suit
  • Close the marketing loop and address the cultural challenge of change, increase internal communications between marketing teams and the salesforce to provide your customer with a holistic end-to-end experience
  • Change the perspective on how engagement is perceived, perfect omni-channel initiatives and timing to meet exponentially growing HCP expectations

Moderator: Elaine Gamble Head, Digital Engagement, CNS Division Otsuka Pharmaceutical Companies

Justin McCabe Lead, Franchise Patient Marketing, Multiple Myeloma Takeda

Deepak Tomer Lead, Digital Marketing Eli Lilly

Paulo Amaral Global Digital Lead, Shingrix GSK

1:00pm (ET)

Roundtables: Increase pilot success rates and stand out from the rest in a land of a thousand pilots

  • Understand how running/launching digital marketing pilots has changed through the pandemic and learn how to work in parity with these changes to increase success rates
  • Re-evaluate your customer orientation levels and make use of available data and insights to personalise digital content and become more cross-functional
  • Define the difference between global and local customer needs in order to become more efficient
  • Implement customer feedback programs and historical analytics in order to account for future actions and pilot

Wednesday, November 10th: Data and advanced analytics to close your marketing loop

10:00am – 10:45am (ET)

Panel: The future of HCP engagement is here: How to balance your data and analytics capability building approach

  • Monitor and track your HCP’s decision-making process and utilize insights to determine next best action to build a longer lasting relationship
  • Identify the metrics you require to make self-assured decisions that will deliver personalized engagement and experience for your HCP’s
  • Data audit regularly to identify gaps in your insights, this will allow for a more robust marketing and engagement campaign
  • Ensure your CRM provides valuable feedback, gain an understanding of what has been successful in your engagement strategy to determine your next engagement model

John Lineen Lead, Engagement & Channel Planning (Immunology & Cardiovascular Franchises) Bristol Myers Squibb

Saket Malhotra Head of Data, Digital & Commercial IT Ipsen

Erin DeRuggiero CEO TI Health

10:45am – 11:15am (ET)

Fireside Chat: Fireside chat with Alessandro Milli and Peter Shadday

Alessandro Milli Head, Global Commercial Excellence Zambon

Peter Shadday Chief Commercial Officer US & Global Head of Marketing Specialties Zambon

11:15am – 11:30am (ET)

Presentation: Case study: How to scale AI / and ML application in a your commercial framework

  • How to understand your data (or lack of) to build an AI/ML commercial focused system and strategy
  • Use AI and Machine Learning to identify patterns and unlock customer behaviour on a deeper level through predictive analytics
  • See ROI on your marketing strategy and optimize digital channels by implementing the right content, frequency and timing of interactions through AI/ML capabilities

Haider Alleg Global Head, Digital Excellence Ferring

11:30am – 11:45am (ET)

Presentation: New digital engagement means new digital performance metrics: How to make feedback systems aligned to your evolving customer needs

  • Use Customer Experience Quotient’s (CXQ’s) to measure customer satisfaction in order to gauge the right content, time and channels for your audience
  • Shift from brand KPI’s to more customer metric approach will help you align with a
  • customer first approach
  • Capture how your customers feel about your product and brand by implementing a VoC program (Voice of the customer)

Milena Mitova Team lead, Digital Brand Activation & Engagement Merck

11:45am – 12:00pm (ET)

Presentation: Available

12:00pm – 12:15pm (ET)

Live Q&A: Quiz our expert speakers on their case studies and their views on the future

Haider Alleg Global Head, Digital Excellence Ferring

Milena Mitova Team lead, Digital Brand Activation & Engagement Merck

12:15pm – 12:30pm (ET)

Break

12:30pm – 1:15pm (ET)

Panel: Enable an agile commercial strategy by incorporating new processes tailored to digital and personalised engagement

  • Implement an MLR operation that allows you to monitor compliance changes in real time and readjust your engagement strategy respectively
  • Reduce time on marketing launches, transcribe content from other business units for reuse and avoid the review process
  • Develop a more agile content process and gain a more personalised engagement edge by analysing new channels entering the market and the compliance and data regulations surrounding them

Christopher Nugent Senior Director, Digital Marketing & Strategy Kiniksa Pharmaceuticals

Pallavi Garg VP, US Marketing Takeda Oncology

Natalie Mancuso General Manager, Digital Komodo Health

1:15pm (ET)

Workshops: TBA

More details coming soon.