Videos included in this program:
*Presentation Slides included with video
*Consumer Point-of-Care Growth and Opportunity
Erika Papaccioli, Business Consulting Manager, ZS Associates
In addition to getting consumers to notice your brand, you also have the added challenge of getting them to ask for your brand from their healthcare professional. How do you inform and educate doctors of your DTC program? What can your brand do to add value to the ever-important doctor patient dialogue? Learn how to aid and support both sides to improve patient health outcomes.
*Demystifying Multichannel DTC Planning
Dorothy Wetzel, CEO, extrovertic Communications Consulting
Consumer marketing, even in Pharma, used to be much easier. Shoot a TV ad; craft a CRM program and maybe throw in a celebrity media tour and you were done. Now with DTC TV under attack, consumer information seeking habits in ux and the explosion of communication options, planning a consumer marketing campaign can seem more challenging than ever before. But it doesn’t have to be. Learn to employ a variety of simple frameworks that, when used in combination, can help new to DTC marketers put together a creative and defensible consumer plan.
*The Short- and Long-Tail of Marketing
Eric Talbot, Principal & Founder, Epiphany Insights, Inc.
As with all brands, your campaign will experience a lifecycle. But do you know how long you should do DTC advertising? Should it be only during launch? How do I adjust my campaign throughout my product’s lifespan? Learn from strategy and analytics expert Eric Talbot about knowing when and how to evolve your campaigns as your brand ages.
Market Research is Necessary?
Fred Church, Vice President – Commercial Strategy & Forecasting, Ipsos Healthcare
Market research is a crucial step in developing your DTC plan. But what do you need to know? Learn from market research leader Fred Church about the basics of designing a campaign – from the qualitative research to concept testing to simulated environments through ROI forecasting.
*Panel Discussion: Mandate a Better Engagement Scenario with
Patients via Healthcare Extenders
Moderator: Todd Greenwood, PhD, MPH
Panelists to include: Hope Warshaw, CDE, RD
Samuel F. Stolpe, PharmD, Associate Director, Quality Initiatives, Pharmacy Quality Alliance, Inc.
Kate Berry, Former CEO, National eHealth Collaborative
Educating at the point-of-care is a crucial point in the patient’s journey. Health Care Extenders (HCE) can enhance engagement and raise the level of health literacy for patients. Understand why HCEs play a pivotal role and how this is changing in light of the ACA. Learn the five must haves of every DTC campaign that are currently unaddressed to build your own successful HCE-driven patient communication.
*Patients with Multiple Morbidities: Refocusing the
Communications Lens on a DTC ‘Blind Spot’
Mark Truss, Global Director of Brand Intelligence, JWT
Cathy Lennox, Owner, Galileo Research & Consultancy
Sarah Fitzharding, Owner, Galileo Research & Consultancy
As the US population ages and more than 50% of over 65s are living with two or more chronic health conditions, there is a huge need to redefine the current DTC Communications model. New groundbreaking research supports the need and benefits of shifting away from the current “Condition-Centric” model and refocusing instead on a “Patient-Centric” approach, which will provide a new, “whole” view of patients’ experience living with multiple conditions. This more accurate and authentic lens will help the pharmaceutical industry understand the impact that living with multiple morbidities has on patients’ health priorities and concerns, their relationships with doctors, their treating and compliance behaviors, and the practical and emotional impacts of their conditions on their lives, as well as on their response to DTC communications - offering exciting implications for all pharmaceutical marketers.
The Future of Technology and DTC
Moderator: Ashik Desai, Executive Vice President of Business Growth & Analytics, ContextMedia
Panelists: Ben Putman, SVP, Innovation, JUICE Pharma Worldwide
Eugene Lee, Executive Vice President, Managing Director, Communications Media, Inc.
Cheryl Lubbert, CEO, Health Perspectives Group
Electronic Health Records, consumer-monitoring devices, remote diagnosis and prescribing, are all going to affect how consumers interact with their doctor and select health products and services. Hear from leading experts on what drug and device companies can do to leverage these trends.
*Are Your Ads Hitting the Mark and Generating Dialogue?
Meghan Oates-Zalesky, Vice President of Marketing, InCrowd
Katie Ka, Head of Research Strategy and Reporting, InCrowd
Recent InCrowd research examines physician and patient perceptions of direct-to-consumer (DTC) pharmaceutical ads. The US pharmaceutical industry spends approximately $5.4 billion on DTC ads with the goal of enabling more aware and engaged patients. In this session you will learn physician and patient views of DTC ads, examining their impact on generating dialogue.
*Communicating with Patients about Complex Topics (Presentation
Elizabeth Turcotte, Director, Patient Hub, Bristol-Myers Squibb
BMS recently launched www.UPL.org to publicly share the Universal Patient Language (UPL) – an open-source capability and set of principles and tools that help companies and brands communicate complex information to patients. Created in collaboration with patients, caregivers, and health care and communication experts, the resource guides users to create materials that are written, visualized, and formatted to optimize patient understanding and experience.
Healthcare IT Panel
Moderator: David A. Dworaczyk, PhD, Director, Life and Health Sciences Strategic Development, Health Sciences Global Business Unit, Oracle
Heather Adamson, Content Marketing Lead, IBM Watson Health
David A. Dworaczyk, PhD, Director, Life and Health Sciences Strategic Development, Health Sciences Global Business Unit, Oracle
Siva Nadarajah, General Manager, Big Data and Compliance, QuintilesIMS
Dr. Keith Roach, Chief Medical Officer,Sharecare
With so much data collected on consumers, it is hard to sort through the clutter and understand what is useful, important, and can actually be translated into results. Our panel of data experts will look at innovations in data collection and analysis that will allow marketers to better understand and micro-target consumers in an actionable way. They will break down three prominent areas: Social Listening, Smart Devices, and Real World Data.
Understanding Today’s Patient Experience
Moderator: Scott Ehrlich, COO, DTC Perspectives
Steven Millerman, President,EMCAY
Jennifer Mormile, Chief Industry Officer, Condé Nast
Reginald Ware, CEO, BlackDoctor.org
Roger Sawhney, Senior Vice President of Life Sciences Strategy and Business
Development, Outcome Health
Mike Collette, CEO, PatientPoint
With a more individualized customer base, today’s consumers demand that marketing better reflects their individual needs and personalities. Our expert panel will discuss how you can gain more traction in your efforts through better-tailored campaigns and programs. Glean insights about how to better understand the patient as individuals, including their cultures, buying experiences, and challenges with their diseases
*How to Develop Your Total Market Strategy
Eric Talbot, VP Brand Solutions, Univision
Effectively engaging consumers today requires making connections across multiple dimensions of relevance. For Hispanic consumers cultural relevance is a key consideration, as often cultural factors can drive healthcare behavior. Understanding cultural values, nuances and passion points are critical to Hispanic consumer engagement. This presentation will explore culture as a point of differentiation in effective DTC communication campaigns. It will share evolving communication initiatives that make a difference and highlight best-in-class examples across a number of industries.
*The Hispanic Millennial Project: Phase Two
Jose Villa, President, Sensis
Roy Kokoyachuk, Managing Partner, ThinkNow Research
The Hispanic Millennial Project (HMP) is a joint research study developed by cross-cultural advertising agency Sensis and leading research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market. Phase Two of this project focuses on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the Affordable Care Act, and where and how they consume information on these topics.
*Together We Are Greater Than Aids
Caroline Jackson, Associate Director, Kaiser Family Foundation
Trina Scott, Program Officer, Kaiser Family Foundation
Greater Than AIDS is a leading national public information response focused on the U.S. domestic HIV/AIDS epidemic. Through targeted media messages and community outreach, Greater Than AIDS and its partners work to increase knowledge and understanding of HIV/AIDS and confront the stigma surrounding the disease, while promoting actions to stem its spread. Messages and community efforts strike a balance between a general population response – reinforcing that all Americans, whether HIV positive or negative, play a role in realizing the possibility of an AIDS-free future – and more targeted responses focused on communities and populations most affected.
Managing Healthcare Apathy
Carlos Santiago, Chief Strategist, Santiago Solutions Group
Multicultural consumers’ apathy towards Health Care continues to challenge the ability to fully engage and tap these segments’ growth potential as seen by varying levels of ACA enrollment across states, providers and insurers. Carlos Santiago will review cultural drivers to apathy, where recent ACA efforts have succeeded in combating apathy and innovative programs managing populations with chronic conditions that have helped turn around apathy’s barrier to wellbeing. Carlos Garcia Strategy will share successful efforts managing apathy through digital and community engagement strategies, and custom segmentations that determine potential engagement and risk.
*Reaching the LGBT Consumer Today
Todd Evans, CEO, Rivendell Media
This presentation will provide insight and status on LGBT and HIV/AIDS media and how to reach these marketplaces. A lot has changed over the years but much has remained the same too and we will touch on what works and what has not. This presentation will provide the most current research available and also show you what companies are actually doing today in various ad categories. So whether you are interested in inclusiveness or just learning the basics on targeting either of these consumer groups you will get the specific marketing 101 here including why to target LGBT to begin with. Included will be a list of the top advertisers in both LGBT and HIV/AIDS advertising along with an overview of the available media outlets.
*How Do You Reach an Audience and Convince Them to Change a Risky Behavior?
Howard Lenn, JWT
One in four people will suffer from mental illness at some point in their lifetimes, according to the National Institute of Mental Health. Yet often these individuals conceal their difficulties from friends, co-workers, family health professionals and others who could offer help. When the New York City chapter of the National Alliance on Mental Illness (NAMI–NYC) decided to investigate this phenomenon, they found that fear of being stigmatized—resulting in part from beliefs that individuals with mental illness are unpredictable or dangerous—was keeping many people silent. Teaming up with marketing company JWT New York, they designed the “I Will Listen” campaign in an effort to help break through these misconceptions.
Evolution of PSA Campaign or Evolving a PSA Campaign
Erin Stoeber, Vice President, Marketing & Communications, Crohn’s & Colitis Foundation of America
In 2012, the Crohn’s & Colitis Foundation of America launched “Escape the Stall” - a multi-faceted PSA campaign featuring actress Amy Brenneman to raise general awareness about IBD. In 2014, they leveraged key learnings and evolved the campaign into “Someone You Know.” By utilizing the existing creative assets they cost effectively expanded the messaging to better dimensionalize the severity and prevalence of these diseases in a way that was not achieved with the first campaign
Empowering Your POC Programs Through Effective Impact
Moderator: Scott Nesbitt, Executive Vice President, Analytics, Insights and Strategy, PatientPoint
Panelists: Hensley Evans, Principal, ZS Associates
Asaf Evenhaim, Co-Founder and Chief Executive Officer, Crossix
Dave Nussbaum, SVP, Consulting Analytics, Symphony Health Solutions
Leaders in the impact measurement space will come together for an in-depth discussion on how PoC measurement – for both patient-focused programs and HCP personal and non-personal promotion – should be approached by a savvy marketing team. Hear these experts share opinions on how to best measure PoC, including how to better understand PoC performance relative to and in concert with other DTC marketing channels. Learn how to think across marketing channels and over time, ensuring that you are better able to tailor your communications to deliver the most effective patient/brand interactions possible.