Future Forces Impacting Pharma and the Evolving Role of Digital

1. register by
Proudly 11 feb 2011
Presents: to receive The
Discounted rate!
Digital
Annual
The
3rd
28-29 March, 2011
Pharma
Boehringer ingelheim
headquarters
ingelheim, germany europe
Bert Tjeenk Willink,
keynote Member of the Board, Corporate future forces impacting Pharma
Board Division Marketing & Sales,
speaker: BoehRingeR ingelheim and the evolving role of Digital
The Varied expert
faculty will include: The Scope: All the top of mind issues covered:
Alexander Bittner, Senior Manager,
European Client, pfiZeR
Top Social Media Impact, The Emegence of Health 2.0, Mo-
bile Marketing, Multi-Channel eMarketing, The Growing
Duncan Cantor, Government
reasons Importance of ePatients and eDocs, and much more!
and Public Affairs Manager, to Attend the
BoehRingeR ingelheim
3rd Annual The Faculty: We discover the ground breaking speakers
Richard Emmerson, Marketing Senior
Digital and deliver them to you first! The ideal mix of pharma case
Manager, Amgen euRope
studies, eDocs, ePatients and leading service providers
Nick Green, Senior Lecturer, Pharma
univeRsiTy of deRBy, uk
hepatitis c epatient and Advocate
europe The Unconference: This is the most cutting edge
event in the industry that breaks down the barriers of con-
Ansar Jawaid, Global Brand Diagnostics
Manager, Global Marketing, AsTRAZenecA
ventional conferences with “unconference” parameters
Guillaume Maurin, Brand Manager,
pfiZeR
The Networking: With over 300 senior-level execu-
tives in attendance last year, we have unmatched oppor-
James Moade, Director of Global Marketing, tunities to network with those leading the way in
meAd Johnson
digital pharma
Kay Rispeter, Leader, Multi-Channel Marketing,
Public Relations & Communications, msd shARp
& dohme gmBh
The Location: The only industry
event that continues to be hosted by
Judith von Gordon, Head of Media & PR,
BoehRingeR ingelheim a leading pharmaceutical company
other Participating Companies include:
Blue lATiTude meRZ phARmA Boehringer ingelheim
digiTAs heAlTh shARpBRAins
univeRsiTy of deRBy, uk WhydoT
heAlThunlocked ZimmeR sponsors:
JAnssen Zdc consulTing Copyright by Tomas Riehle
To Register Call 212-400-6240 Or visit: www.exlpharma.com/digitalpharmaeurope

2. Dear Colleague, Mission statement:
Welcome to the 3rd Annual Digital Pharma Europe! Dig- To provide a groundbreaking, interactive
ital Pharma continues to be a global phenomenon within forum to explore the latest innovations in
the pharmaceutical and healthcare industries. Spanning both
coasts of the US and Europe, this event series has come to rep- digital marketing for the pharmaceuti-
resent the potential that the online communications revolution
has for the ways that pharma can communicate with patients, physi-
cal industry
cians and all industry stakeholders.
ExL Pharma is coming off the biggest event in its history—with over 400
Who Should Attend?
attendees at Digital Pharma East in Philadelphia. The event was buzzing
with excitement, learning and networking. It is our mission to continue
this success and build on the 2010 Digital Pharma Europe that took place
at Bayer Schering headquarters in March 2010. This spring we look forward
to continuing this tradition by bringing the event to Boehringer Ingelheim
headquarters. This conference is designed for professionals from the
Participants at Digital Pharma are encouraged to collaborate and test the pharmaceutical, healthcare, biotechnology and medical
waters of social media, Health 2.0 and other eMarketing and Digital channels device industries whose responsibilities include:
to find new and innovative solutions that help improve brand and corporate
communication. We will provoke thought and provide insight. Our unique
• Marketing • Public Relations
“unconference-like” approach knocks down conventional barriers and en- • eMarketing • Advertising & Promotions
sures that all participants can share best practices and learn from each other’s • Digital Marketing • Brand Management
experiences. Digital Pharma has evolved to become much more than just a
conference… it is a place of digital innovation and future orientation. • Social Media • Product Management
Please join us this March in Ingelheim, Germany! • Multi-Channel Marketing • Information Technology
Sincerely,
• eBusiness • Regulatory Affairs
Judith von Gordon Fred Bassett This program will also be of interest to:
Judith von Gordon, Head of Media & PR Fred Bassett, Director Agencies, consultants, and organizations that
BOEHRINGER INGELHEIM BLUE LATITUDE specialize in Digital Marketing
Co-Chairperson Co-Chairperson
Pre-ConferenCe WorkshoP
8:00
sessions: DAy one Monday, 28 March
Pre-Workshop Registration and Continental Breakfast
1
Workshop A: Workshop B:
8:30 Gain a Better Understanding of Your Audience Through a 8:30 “How Do I Do That?” Case Studies on Social Media from the
Systematic Approach to Mobile Industry
If you realize that last year was a turning point in the reoccurring This interactive workshop will provide case examples from the indus-
theme of “The Year of Mobile” -- and you’re either planning or testing try (and outside as well) that highlight best practices for social media
your mobile strategies and capabilities, but are still figuring out what programs. While not Social Media 101, the session will cover basic
to do or what more you can do -- then you’ll want to attend this principles and work towards creating this roadmap for action.
workshop. The workshop’s purpose will be to move beyond mobile Listening – how do I listen effectively to my customer’s needs? What
trends to focus on strategy development and best practices. As with all tools can I employ to be effective and efficient? What processes need
marketing vehicles, success in mobile demands a systematic and logical to be implemented in order to prepare to leverage the data for my
approach, beginning with understanding your audience. The workshop business needs. We’ll look at case studies from the industry that ex-
will answer the questions: amine the challenges and benefits of listening, before, during and after
• How is mobile impacting all stakeholders in healthcare? marketing and communications programs are implemented. Topics
• What tools need to be mastered? covered include:
• What simple executions can I use to kick-start my program? • Internal processes to manage data
• What are the key measurements? • How to establish keywords for listening
In addition, during this workshop a workable approach and methodology • Choosing a partner/technology solution
will be presented for the purposes of creating your own mobile strategy. • Resources needed to assess and distribute information
Workshop Leader: Workshop Leaders:
James Moade, Director of Global Marketing, MEAD JOHNSON Zoe Dunn, Consultant, ZDC CONSULTING
(Makers of Enfamil® the world’s #1 baby formula brand) Silja Choquet, CEO, WHYDOT
10:00 30-Minute Networking and Refreshment Break
11:30 Workshop concludes; Luncheon for Workshop participants
To Register Call 212-400-6240 or visit www.exlpharma.com/digitalpharmaeurope

3. MAin ConferenCe Begins:
Monday, 28 March
12:30 Co-Chairpersons Opening Remarks 3:15 How Pfizer Oncology Works as a Cross-Functional Team to Make
Judith von Gordon, Fred Bassett, Digital Projects Happen
Head of Media & PR, Director, • How does brand management lead and coordinate the project to
BOEHRINGER INGELHEIM BLUE LATITUDE bring in all key stakeholders?
• Discuss ways in which the team functions on the IT side
12:45 KEYNOTE WELCOME ADDRESS: Brave New World for the • How are legal and regulatory matters approached?
Pharmaceutical Industry or Nothing New? Guillaume Maurin, Brand Manager, PFIZER
Bert Tjeenk Willink, Member of the Board, Corporate Board Division Alexander Bittner, Senior Manager, European Client, PFIZER
Marketing & Sales, BOEHRINGER INGELHEIM 4:00 What Are Our Options to Align the Internal Perception of Online
1:15 What Do Patients and Supporters Really Want? Activities with Their De Facto Relevance?
• Personal experiences with e-resources and Hep C (progression of Frequently, eMarketing still:
different purposes for accessing online sources and their value) • does not hold its own budget
• The development of online support since 2004 • is not fully integrated in franchise teams and decisions regarding
• The good, the bad and the ugly of online activity – sites which are communication strategies
useful and supportive, sites which can be misleading and that have • is obligated to prove its cost-effectiveness in contrast to traditional
poor or inappropriate information, that examples of how free ac- marketing activities
cess can result in abuse by some individuals • is not recognized as a “business driver”
• How might support develop in the future? Reaching the Hep C The presentation will:
community • summarize data on the relevance of online communication for our
• The potential of online resources– what could realistically be achieved? customers in Germany
Nick Green, Senior Lecturer, UNIVERSITY OF DERBY, UK • give examples for successful online campaigns
Hepatitis C ePatient and Advocate • show parameters for successful and unsuccessful eDetailing
• give an example how to calculate the efficiency of eMarketing activities
2:00 ThinkDigital 2011: Key Research and Insights into
Kay Rispeter, Leader, Multi-Channel Marketing, Public Relations &
Transformational Marketing
Communications, MSD SHARP & DOHME GMBH
ThinkDigital 2011 is new research from Digitas Health London. Pre-
sented in Europe for the first time, this exclusive research looks at the 4:45 Effectiveness of Using Digital Assets to Launch and Grow a
transformation of the pharmaceutical industry business model and Personalised Medicine
the sales and marketing challenges that lie ahead. • Challenges and learnings in implementing a digital strategy to sup-
• Deliver the industry perspective on what this business transforma- port drug-diagnostic launch and growth
tion will look like and how different organisations are embracing the • Case studies on online presence and smartphone application to
need to change. educate and train new customer groups
• This research will reveal, amongst other findings, if the industry is • Global vs country- where does digital live
ready for this transformation. How will the major players review and • Getting buy-in and tackling the ROI question
reappraise existing business function, improve services to customers
• Global vs. country – where does digital live?
and make better use of existing and new resources?
Ansar Jawaid, Global Brand Diagnostics Manager, Global Marketing,
• The research will share some of the new organisational structures,
ASTRAZENECA
skills, processes and technology major pharmaceutical companies
are planning to introduce and how these will affect physicians, their
5:30 Networking Reception
service, their patients.
June Dawson, Managing Director, London, DIGITAS HEALTH
2:45 Afternoon Networking and Refreshment Break
Boehringer Ingelheim Headquarters
Binger Str. 173
55216 Ingelheim, Germany
ConferenCe VenUe:
ExL Pharma is pleased to be hosting the 3rd Annual Digital Pharma Europe at Boehringer Ingelheim
Headquarters in Ingelheim, Germany. In welcoming this conference, Boehringer Ingelheim is helping
ExL Pharma to provide a unique platform to discuss the key issues that marketing/communications
professionals face today. We look forward to providing you with the rare opportunity to learn
from and network with speakers and attendees, representing leading pharmaceutical, biotech and
medical device companies throughout Europe. ExL Pharma looks forward to greeting you at this
special event and would like to extend a special thanks to Boehringer Ingelheim for allowing this
conference to take place at its headquarters.
TrAVeL ArrAngeMenTs:
For those who are traveling to the event, ExL is offering sleeping rooms at the Hyatt Regency
in Mainz, Germany, conveniently located 20 minutes from Frankfurt International Airport. Shuttle
service will be provided throughout the conference from the sleeping hotels to the conference
venue at Boehringer Ingelheim. For additional information on hotel options, please visit our website:
Copyright by Tomas Riehle
www.exlpharma.com/digitalpharmaeurope
To Register Call 212-400-6240 or visit www.exlpharma.com/digitalpharmaeurope

4. MAin ConferenCe: DAy TWo
8:00
8:30
Continental Breakfast
Co-Chairs Recap of Day One
2
Judith von Gordon,
Tuesday, 29 March
Fred Bassett,
Head of Media & PR, Director,
BOEHRINGER INGELHEIM BLUE LATITUDE
TRACK A: New Media and the Organisation TRACK B: Multi-Channel eMarketing
8:45 Integrating Digital Media into the Entire Business 8:45 The Emergence of Multi-Channel eMarketing Strategy and the
• How adaptation changes corporate culture and how to initiate this Shift from Traditional Marketing
shift • Digital Marketing Strategy: What are the changes in the environ-
• Looking beyond technology and platforms to see all the humanity ment and customer behavior?
of it • Understanding how to listen, respond, engage and build relation-
• What it does to the internal structure and cross-functional teams ships with your customers
• The availability of new channels of engagement. Change the way we
Alex Butler, Digital Strategy & Social Media Manager, look at the marketing mix and empower customers to become the
JANSSEN center for innovation
• New ways to consider the integration of online and offline marketing strategies
Isabel Silva, Director of eMarketing, QUEST DIAGNOSTICS
9:30 Addressing What Matters Now in Pharma Marketing 2011 9:30 Understanding Payers by Mapping Influence and Information Flow
• Who will bring mobile health innovation together? Consumer-side/ • Payer dynamics and the payer ecosystem
Provider-side… But what’s in the middle? • What are the online and offline channels and sources of informa-
• How understanding the entire patient experience should guide tion used in the ecosystem?
fundamental shifts in marketing, research, clinical trials and the old • Mapping influence and information flow in the healthcare system
models of the healthcare ecosystem • Using network analysis to help understand the ecosystem
• With Pharma streamlining so many departments what are the best • How do these spheres of influence impact prescribing and medical
ways to improve the Pharma-vendor-agency triangle, so that we are decisions?
more productive and successful? • What do the findings mean for your organisation?
Speaker TBD Klynn Alibocus, Senior Consultant, BLUE LATITUDE
10:15 Morning Networking and Refreshment Break
10:45 The Boehringer Ingelheim Social Media Dashboard and 10:45 What is the Potential for Serious Gaming in Healthcare?
Influencer Mapping • How can serious gaming be a part of a set of healthcare solutions?
• Is it good or is it bad? Boehringer Ingelheim’s tonality analysis of • How can gaming make sense in your marketing mix?
traditional and social media monitoring • How does it contribute to compliance and adherence?
• Do we see it early or are we late? • What opportunities are there for partnering with various groups in
• Social media monitoring as an early alert system this space?
• Who is important – who is not? Influencer analysis at a glance • What links are being forged between the electronic game industry
Julia Meyer-Kleinmann, Corporate Director, Media and PR, and healthcare/public policy?
BOEHRINGER INGELHEIM Len Starnes, Head of Digital Marketing,
BAYER SCHERING PHARMACEUTICALS
11:30 Lessons Learned in New and Social Media 11:30 How to Achieve a Solid Foundation of Activities and Process
• How Pharma can move on from Version 1 apps Implementation for eMedia
• Thinking out of the box - getting the right people on our digital teams • Practice report about the Merz Aesthetics eMedia activities in the
• How building up a network will push the internal learning curve and last six months
ensure that you are not perceived as the lonely advocate for new media • What kinds of activities have been planned?
• How to “sell” new media within the organization • Experience Report: How was the project interaction between affili-
Line Berg Ostergaard, Interactive and New Media Manager, ZIMMER ates and regulatory departments?
Gillian Tachibana, Director, eMedia & Social Media, MERCK SERONO Janet Friedel, Project Manager, Online Media, MERZ PHARMA
12:15 Luncheon for Conference Participants
1:15 Utilizing Digital Assets Effectively in a Product Launch: Orphan 1:15 Using Web-Based Systems to Link Patients and Their Surgeons
Drug Case Study • Exploring SPRiNT: Online patient engagement in spinal surgery
• Identifying social networks and creating strategies to influence all nodes • A short history of evidence in spinal surgery
• The use of digital in training activities to up-skill the field-force • The emergence of Patient Recorded Outcome Measures as a standard
• Supporting and creating digital content (webcasts and interviews) • How the Royal National Orthopaedic Hospital is innovating online
-developing trusted content (ESH and KOLs) outcomes
• Focus on the ‘basics’, successfully - website, MOA and other animations Matthew Shaw, eDoc & Spinal Surgeon
- developing trusted content (village council)
• Lessons learned about effective tactics: internal support, measuring Matt Jameson Evans, MD and Founder, HEALTH UNLOCKED
effectiveness, improving quality and managing the project
Richard Emmerson, Marketing Senior Manager, AMGEN EUROPE
To Register Call 212-400-6240 or visit www.exlpharma.com/digitalpharmaeurope

5. MAin ConferenCe: DAy TWo
2:00
Space
2
Panel: Setting Global Guidelines for the Company in the Digital
• Keeping the industry focused on making new digital tools, apps with
2:00
Tuesday, 29 March
Digital Neurotechnology: A New Frontier for the Brain?
• Exploring Neurotechnology 101: What are its implications for Pharma?
• Case Studies: Fluid intelligence training, visual-restoration therapy,
a clear objective and utility to help build overall digital credibility Computerised C-CBT
• Understanding the five tenets to being competitive in the digital • Brain-computer interfaces, neuromarketing and other emerging
landscape —be personalized, engage, act in real time, be participatory technologies
and be useful • Opportunities for Pharma in assessment, prevention and therapeutics
• Develop personal and non-personal initiatives using available tech- Jamie Wilson, Platform Director at SHARPBRAINS
nologies and that have a broad scope
Panelists: SharpBrains’ mission is to provide independent, research-
Martin Hensen, Head of eStrategies, UCB based infor mation and guidance to navigate the growing
Christoph Ferse, Senior Director, Global Commercial Excellence, GRUNENTHAL cognitive and brain fitness market. SharpBrains is based
James Moade, Director of Global Marketing, MEAD JOHNSON in San Francisco.
Gary Monk, Product Manager (Marketing), JANSSEN
2:45 Mid-Afternoon Break, Plenary Sessions Resume Sponsorship &
3:00 Group Panel: What Form Does Twitter Success Take for Pharma? Exhibiting Opportunities
Twitter has evolved into an essential tool for any business to communicate with its customers. In healthcare, Twit- Do you want to spread the word
ter is used for a variety of reasons to meet populations with different needs. This panel explores: about your organization’s solutions
• How Twitter can be used to reach different types of users and services to potential clients
• Case studies where Pharma utilized Twitter for communications with patients, doctors, journalists and politicians who will be attending this event?
• Boehringer Ingelheim’s approach to Twitter Take advantage of the opportunity
• Overarching strategy (Twitter isn’t a strategy, it’s a tactic) to exhibit, underwrite an educa-
Panelists: tional session, host a networking
John Pugh, Director, Online Communication, BOEHRINGER INGELHEIM event, or distribute promotional
Duncan Cantor, Government and Public Affairs Manager, BOEHRINGER INGELHEIM items to attendees. ExL Pharma
Veronica Johow, eMarketing Manager, ASTRAZENECA will work closely with you to cus-
tomize a package that will suit all of
3:45 “UNCONFERENCE” SESSION BEGINS your needs. To learn more about
“Future Forces impacting Healthcare” these opportunities, please contact:
UnConferenCe
• Which future forces will influence healthcare over the next 10 years? Jayson Mercado
• How is the industry responding to these challenges? session Director of Business Development
• Real examples from Pharma and beyond (212) 400-6236
jmercado@exlpharma.com
5:00 Event Concludes
MEDIA
PARTNERS
Three Ways to Register: Group Discount Program: Cancellations:
For every three simultaneous registrations from your If you need to cancel your registration for an up-
Phone: 212-400-6240
company, you will receive a fourth complimentary regis- coming ExL conference, please note the following
Email: register@exlpharma.com tration to the program (must register 4), a savings of 25% policies derived from the Start Date of the event:
per person. Four weeks or more: A full refund (minus a €95
Online: www.exlpharma.com/digitalpharmaeurope
Can only send three? You can still save 15% off of every processing fee), or a voucher to another ExL event
registration. valid for two years from the voucher issue date.
To find out more on how you can take advantage of these Four weeks or less: A voucher to another ExL event
group discounts, please call 212-400-6240 valid for two years from the voucher issue date.
Fees and Payments for 3rd Digital Pharma Europe
*Discount offers may not be combined* All discounts are To receive a refund or voucher, please fax your
Early Bird Pricing taken from the standard rate request to 888-221-6750.
Pricing Before 11 February, 2011 Make checks payable to ExL Events, Inc. and write code Conference registrations may be transferred to
P627 on your check. You may also use Visa, MasterCard, other colleagues in the event you are unable to
Conference + Workshop €1795 Discover or American Express. attend.
Conference Only €1595 Payments must be received by 14 March, 2011. To receive a refund or voucher, please fax your
**Please note that there will be an administrative charge request to 888-221-6750.
Standard Pricing of €300 to substitute, exchange and/or replace atten- *ExL Pharma’s liability is limited to the confer-
Pricing After 11 February, 2011 dance badges with a colleague occurring within five busi- ence registration fee in the event of a cancel-
ness days of any ExL conference.** lation
Conference Workshop €1995
Conference Only €1795 Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker
cancellation, every effort to find a suitable replacement will be made.
*The opinions of this faculty do not necessarily reflect those of the companies they represent or ExL Events, Inc.*
To Register Call 212-400-6240 or visit www.exlpharma.com/digitalpharmaeurope

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register by
Proudly xx to Top reasons
Presents: receive The to Attend the 3rd Annual
Discounted rate! Digital Pharma europe
The Scope: All the top of mind issues covered:
Digital
Social Media Impact, The Emegence of Health 2.0,
Annual
The
3rd
Mobile Marketing, Multi-Channel eMarketing, The
Growing Importance of ePatients and eDocs, and
much more!
Pharma
The Faculty: We discover the ground breaking
speakers and deliver them to you first! The ideal mix
of pharma case studies, eDocs, ePatients and leading
service providers
28-29 March, 2011
Boehringer ingelheim
headquarters
ingelheim, germany
europe
future forces impacting Pharma
The Unconference: This is the most cutting edge
event in the industry that breaks down the barriers of con-
ventional conferences with “unconference” parameters
The Networking: With over 300 senior-level ex-
ecutives in attendance last year, we have unmatched
opportunities to network with those leading the way
and the evolving role of Digital in digital pharma
The Location: The only industry event that contin-
featuring expert faculty from the ues to be hosted by a leading pharmaceutical company
following Companies:
Amgen euRope univeRsiTy pfiZeR
of deRBy
AsTRAZenecA shARpBRAins keynote speaker:
Blue lATiTude heAlThunlocked WhydoT
BoehRingeR JAnssen ZimmeR Bert Tjeenk Willink,
ingelheim meAd Johnson Zdc consulTing Member of the Board,
digiTAs heAlTh meRZ phARmA Corporate Board Division
Copyright by Tomas Riehle
Marketing & Sales,
BoehRingeR ingelheim
To Register Call 212-400-6240 Or visit: www.exlpharma.com/digitalpharmaeurope