Highlights of 2021’s industry-shaping agenda

10:00am – 11:00am (EST)

Panel:Embed the lived experience into your company’s DNA - change the hiring paradigm to achieve true patient centricity

  • See how embedding the patient, caregiver and HCP lived experience in your organization’s permanent workforce enables actionable patient-focused activities company-wide.
  • Move beyond traditional hiring criteria to prioritize lived experience over qualification and certification in certain patient advocacy roles and review committees - how and why
  • How embedding the HCP voice in pre-clinical provides vital understanding of HCP processes, patient subgroups, improved healthcare data utilization and commercial launch strategy.

Heather Dean VP, US Hematology Franchise Head Takeda

Wendy Erler Head of Patient Experience Alexion

Scott Townsend Operations Manager - GSK Response Center Alphanumeric

Heidi Floyd Patient Advocate and Consultant

Moderator: Gokul Gopalan VP, Global Medical Affairs Vertex

11:00am – 11:15am (EST)

Presentation:The new infrastructure of patient-centricity

  • Hear successful, top-down approaches for reshaping your company infrastructure, to be patient-centric to the core
  • Make the patient perspective a fully actionable resource that can be shared and tracked seamlessly cross-business
  • Learn the change management requirements at all levels, needed to make infrastructural evolution happen

Anthony Yanni SVP and Global Head Patient Centricity Astellas Pharma

11:30am – 11:45am (EST)

Presentation:Building new capabilities to embed patients' needs and perspectives

  • Build new capabilities to better understand the needs of patients in new therapy areas and to involve them in our work in meaningful ways
  • Learn how to embed input from patient-advocacy groups across the pharma value chain—from discovery research and clinical-trial protocols to health-outcomes research
  • Explore how focusing on the diverse impacts of chronic illness can enable creative ways to help patients holistically

Tina Deignan SVP and US Business Unit Head for Immunology Bristol Myers Squibb

2:00pm – 3:00pm (EST)

Panel:Overcoming site barriers in trial enrolment for underrepresented populations

  • Work smart with clinical trial sites to ensure data and intelligence shared for trial site selection reflects underrepresented patient communities proportionate to the diseased patient population
  • Understand the patient voice to learn about the patient burden of trial participation and provide flexible options to reduce the burden
  • Track and monitor trial enrolment in real-time and work with trail sites to remove operational barriers that may impede diverse enrolment
  • Develop a robust trial decentralization plan, and evolve hybrid and virtual trial design to enable better access to home testing kits, home visits, PROs and telemedicine for groups in less accessible locations
  • Embed a diverse range of patient voices in trial protocol design to understand inclusion determinants and eradicate barriers before they arise

Elizabeth George Clinical Trial Diversity Leader formerly GlaxoSmithKline

Dellann Elliott Mydland President & Chair EndBrainCancer Initiative

Marie-Ange Noué PhD Senior Director, Head of Scientific Communications EMD Serono

Jessica Azoulay VP, Global Client Team, Centricity & LSCOE Senior Lead Centricity powered by BCD

Moderator: Maimah Karmo President and CEO Tigerlily Foundation

10:15am – 10:30am (EST)

Presentation:The FDA: Driving diversity in clinical data

  • Explore the FDA Office of Minority Health and Health Equity’s ongoing efforts to advance clinical trial diversity
  • Discover what recent policy efforts that support clinical trial diversity are in motion
  • Hear about the importance of representativeness in Patient-Focused efforts
  • Learn why and how the FDA is placing a greater focus on clinical trial data diversity when assessing drug approvals

Rear Admiral Richardae Araojo Associate Commissioner for Minority Health and Director of the Office of Minority Health and Health Equity (OMHHE), Office of the Commissioner FDA

Robyn Bent Director, Patient Focused Drug Development FDA

3:00pm – 3:15pm (EST)

Presentation:Realize an inclusive, hybrid patient interaction model: A holistic look at what we’ve gained and what we’ve lost through the pandemic

  • Gain patient feedback on key benefit areas relating to virtual physician-patient engagements in 2020/21.
  • Consider the shift to virtual on patient populations that cannot obtain smartphones, laptops and other vital devices for accessing care, and pave the way for equity and inclusion in future patient engagement models.
  • Devise next actionable steps for developing a patient care model that gives patients disease-appropriate options relating to how they interact with pharma and physicians.

Dr Bryn Jones Global Lead, Patient Affairs ViiV Healthcare

2:00pm – 3:00pm (EST)

Panel:Get with the times: Engage a rising tide of next generation patient influencers and social media users

According to a recent survey by WEGO Health, when an influencer shares medical condition information from a pharma company, 9 out of 10 patients will ask their doctor about it.

  • Gain an understanding of patient influencer types such as rising-influencers, nano-influencers and micro-influencers, their various channel touchpoints with patient groups and how pharma can work with them most effectively.
  • Explore commonly talked about condition categories and specific conditions on social media, as well as the inherent intersectionality of topics in terms of patient influencer advocacy.
  • Address why a robust patient influencer strategy is critical now. The importance and worth of patient influencers have grown exponentially during the last year and pharma’s commercial teams must adapt and upskill to remain in touch with their core patient needs.

Gigi Robinson Creative GenZ Thought Leader & Patient Advocate (Chronic Illness & Mental Health)

Linette Roungchun Patient Advocate, Content Creator, Consultant, Director & Producer The Itch Factor

Buddy C. Njere Global Director, Patient Empowerment Strategy & Innovation AstraZeneca

Emily Downward Executive Director, Consumer Strategy & Storytelling Health Union

3:30pm – 4:00pm (EST)

Presentation:Work with patients to be a meaningful channel of lived experience through storytelling

  • Work closely with patients to embed real life stories in every piece of product or educative communication.
  • Create relatable marketing campaigns that resonate with what patients value most in a treatment and match their expectations of progress or success, based on lived experience.
  • Develop a diverse and close network/ patient coalition via patient leaders, advocacy groups and influencers to access a widely inclusive range of genuine patient anecdotes.
  • Demonstrate an appropriate approach to inclusive storytelling, based on disease specific patient diversity analysis.

Christiane Langer, M.D. SVP Global Medical Affairs (Ex-China) BeiGene

Eileen Sullivan Patient Advocate