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A SPECIAL SNEAK PREVIEW7th Annual Digital Pharma™ East

October 15-18, 2013 | Philadelphia, PA

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Terri Young Executive Director, Sales and Marketing, BRISTOL-MYERS SQUIBB Lead Change, Develop New Capabilities and Become a Consistent Partner to Brands in Accelerated Digital Planning and Multi-Channel Utilization

Despite the rapid pace of tech-nology, many marketers are still reluctant to change. They view the digital movement as something out of reach or as a replacement to their traditional

methods, rather than as a supplement.“I will be discussing how to lead marketers away

from sole reliance on traditional channels and a view of digital as a bolt-on supplement toward a world where integrated multichannel campaigns are developed to support key leverage points in the patient journey for the disease state or brand,” says Terri Young of her Pharma Keynote presenta-tion. “I lead a team of innovative business partners to brands who are seeking to improve their exter-nal customer experience and value perception and we have a number of learnings in this area that I can share.”

Young hopes to get back as much as she gives at the conference, looking to participants for key feed-back. Pushing forward into the digital movement is a big step, but innovating and finding success is what helps bring more participants onboard.

“I would love to know how some other profes-sionals in our industry are leading this change in their own enterprises,” she says. “How are they defining, measuring and raising the importance of customer value and engagement for their teams? How are they ensuring a focus on the customer as a starting point versus a focus on the brand?”

roger Korman, PHD President, DMD Why Are We So Addicted to Email?

A Digital Evolution certainly has its key advantages. That doesn’t mean it’s all beeps, likes and successful downloads, though. There’s also a dark side, the inherent, addictive proper-

ties of our digital behavior, says Roger Korman, who will be discussing the addictiveness of email at the conference.

“All marketing is based on understanding the audience,” he says. “The transformational change we are all experiencing in our own lives as profes-sionals and consumers, with respect to our interac-tion in the digital world, shouts a clarion call to

Digital Pharma East represents a unique opportunity for all of the people involved in digital marketing in the pharma and biotech industry to come together in one place for a highly focused and

valuable conference, says Jay Goldman, Managing Director, Klick Health. “Few come close to reaching the same level as Digital Pharma East, in terms of the quality of the sessions, the opportunities to learn from the experts, and the chance to connect and network with peers from the client and agency sides. Digital Pharma East and West represent the best confer-ences for digital marketers in the health industry.”

A Digital Evolution is here and no industry is safe from its reach. For com-panies to keep up with customers, they must rapidly adapt and embrace the newest advances in technology. Every industry has adapted on some level to the digital shift that individuals have embraced worldwide.

That shift includes everything from social media to mobile apps to cutting-edge digital tools. And when speaking of Pharma, there’s only one place to perfectly explore, discuss and share the latest technological advances in the industry—Digital Pharma East, sponsored by ExL Pharma.

Those who attended the 6th annual conference in 2012 joined more than 600 industry innovators to discuss, learn and witness how to drive inno-vation across the Pharma industry. Through five different tracks, various workshops, peer group discussions, case studies, interactive panels and more, all accounted for more than 85 high-impact sessions.

The 7th annual Digital Pharma East returns to Philadelphia, PA, on October 15-18. This year’s conference promises to continue the digital evo-lution with even more cutting-edge speakers, presentations, panels, case studies, hands-on demonstrations and powerful networking opportunities from the best and brightest innovators in the industry today.

This sneak peek at Digital Pharma East 2013 offers a taste of what’s to come from this can’t-miss experience. Hear straight from key speakers and panelists about what they’ll discuss at the conference, plus the type of interest and interactions they’re looking to spark from all attendees.

a SneaK PeeK aTDigital Pharma™ East

WHenOctober 15-18, 2013

WHere Loews Hotel, Philadelphia, PA

To regiSTer www.digitalpharmaseries.com/east; 866-207-6528; Priority Code Get Digital

WHaT7th Annual Digital Pharma™ East

The Digital Innovators’ Forum for Learning Relevant Strategies and Realizing Results

Digital evolution

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rethink the digital ‘channel.’ It is no longer a chan-nel—it has become the way we experience, relate and connect to the world and everyone in it.”

The rapid increase in technology and even quicker acceptance of the latest gadgets and gizmos by consumers only increases the digital depen-dency. Smart Phones. GPS devices. iPads. eBooks. Even futuristic inventions like Google Glass. They do more than fascinate today’s society; they almost seem to breathe life into it.

“None of us—none of us—can live without the power and comfort of a three- or four-inch device by our side at all times,” adds Korman, “with the possible exceptions of the shower and swimming pool, but I suppose that will change one day soon.”

Such a shift in everyday life quickly leads to some powerful questions. What are the addictive properties of the digital connection? What does this mean to healthcare marketers? Where can it all go from here?

These are the types of questions Korman is hop-ing to discuss and have answered at Digital Pharma East. “Digital Pharma East is critical for DMD to connect with the most diverse audience of phar-

maceutical and healthcare marketers from both the industry and service sides,” he says. “The energy level is consistently high and engaging. And, size matters—it’s the largest meeting of its kind in the industry.”

With a large pool of resources at his disposal, Korman looks to peel the layers back on the fun-damental level of human behavior itself. Just take a look at an average family dinner these days and instead of insightful discussions of the day, many dinner tables consist of heads face down while hands alternate between sending texts and shovel-ing forkfuls of food.

Our world has certainly changed and with so much digital interaction, there must be a profound eff ect on professional roles as well, says Korman. And that’s exactly what he’s looking forward to investigating at Digital Pharma East.

“I want to hear new perspectives and insights from my colleagues regarding the phenomenon of addictive digital behavior in order to draw out the implications for us as healthcare marketers,” he says. “Since wisdom in its most powerful form is an exercise of collective intelligence, I look forward to discussing these issues with my colleagues.”

HeaTHer gerVaiSSVP of Commercial Operations, EPOCRATESWhat’s Your Share-of-Screen? Understanding Where, When, How and Why Today’s Prescribers Access Digital Content

In terms of technology and social media, the biggest ROI anyone can count on is infor-mation. Based on the latest technology and social sharing, it’s not just the quality and

quantity of the information itself, but the speed with which it can now be delivered. Easing that transition is exactly what Heather Gervais is looking to achieve.

“Our goal is to facilitate the fl ow of information between pharma and providers, so we are looking to better understand the resources available and the challenges they are facing,” she says. In terms of the Digital Pharma East conference, the organic nature of the industry and conference mixes perfectly. “It’s refreshing that we’ve established the usage and prevalence of technology in medicine and can move the agenda to how we can be present in those digital moments and contribute to patient care.”

Gervais will be moderating a panel of physicians to understand where, when, how and why today’s prescribers access digital content across multiple platforms, such as the tablet, smartphone and com-puter. The panel will also shed light on how data-driven mobile campaigns are impacting prescriber

a Word from the Co-Chairs Heading up the 7th edition of Digital Pharma East are co-chairs Shwen Gwee, Chief Digital Offi cer, Chandler Chicco Companies, and James Musick, Global Head, Digital Communications, Novartis.

“What’s really exciting about Digital Pharma East,” says Gwee, “is the annual gathering of such a variety of great minds and thought leadership in Digital Pharma—both as speakers and attendees.” This is Gwee’s sec-ond year in a row as co-chair, and he points out some diff erences from last year’s event. The most tangible one is the agenda format itself. The confer-ence within a conference known as Mobile Day now takes place before the conference, while the interactive workshops have been moved to the end. This fl ip fl op off ers attendees a bit more fl exibility and choice.

What won’t change, however, is the assortment of top-notch program-ming. “We continue to deliver a wide mix of speakers with a variety of per-spectives,” says Musick. “We hope these sessions will help to broaden the vision of exactly what ‘Digital Pharma’ is.”

The co-chairs both hope attendees will take full advantage of the confer-ence and do more than just absorb information. At this highly interactive event, everyone is encouraged to ask questions during the talks, contrib-ute to the ongoing Twitter conversation (using the #DigPharm hashtag), and engage with other attendees, speakers or vendors in the exhibit hall and hallways. Shwee sums it up nicely with a simple wish. “We hope everyone will come away having learned new things from a variety of new people that they have engaged with over the course of the event.”

Shwen GweeChief Digital Offi cer,

CHANDLER

CHICCO

James MusickGlobal Head, Digital

Communications,

NOVARTIS

at a glance

FaST FaCTS

650+ attendees

85+ senior-level industry speakers

60+ case studies and keynote presentations

Announcing

SUBMIT YOUR NOMINATIONwww.wegohealth.com

“With the advent of the 2013 Community Choice Awards, we’ll finally be able to get an accurate understanding

of which industry work provides the highest value to the patient communities we seek to support. These awards

will create a new barometer for success in Pharmaceutical marketing, measured not through the opinions of our

peers, but through the voice of the community.”

—Ross Fetterrolf SVP, Digital Strategy + Analytics

NOMINATIONS ARE OPEN UNTIL SEPTEMBER 15THWinners will be announced at the 7th Annual Digital Pharma East on October 18th at the Loews Philadelphia.

WEGO Health, ExL Pharma and the Digital Health Coalition are excited to announce the 2013 Community Choice Awards!

The Community Choice Awards recognize the healthcare organizations, teams, and individuals that are finding new ways to provide tangible value to online patient communities. Health Activists will select the award winners from nominations provided by the industry and the patient community.

DIGITAL PHARMA

EAST 2013

COMMUNITYCHOICEAWA DS

BROUGHT TO YOU BY

BEST BRANDED CAMPAIGN

BEST UNBRANDED CAMPAIGN

BEST MOBILE HEALTH APP

COMMUNITY HERO

BEST NON-PROFIT PARTNER

COMPANY OF THE YEARAW

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employees as advocates or do we want to have a con-trol structure? How do we track spend on projects? Do we need to do this at a global level?

Besides discovering the newest technologies avail-able for customer engagement, Boyd has one other main goal in mind: knowledge.

“Anytime we can get together as an industry and share ideas,” he says, “we can all increase our knowl-edge. While we are competitors in some ways, as an industry, our use of digital media to speak to our customers is still in its infancy. Meetings like Digital Pharma East have the potential to make us all better.”

eriC BoYLeSSenior Director, Global Interactive Marketing, MEDTRONICShared Value and Cause Marketing in a Digital Age: Lessons from Digital Philanthropy and the Power of Premium Content

“Rising transparency and cost pressures heighten the impor-tance of shared value initiatives that demonstrate the positive impact the industry is making for all stakeholders,” says Eric

Boyles. “Combining exceptional content, social media channels, and hospital-focused quality initia-tives is a powerful formula for delivering value to the larger community.”

Sharing success stories is one of the main take-aways Boyles is looking to garner from the confer-ence. After all, learning from others either through example or instruction is one way discover that success for yourself. He’s also looking to view how others are achieving global success, as well as the many ways in which diff erent sectors of the indus-try can collaborate in order to achieve a greater impact on the lives of billions of patients.

“At a time of rapid transformation and global growth, Digital Pharma events are key opportuni-ties to share perspectives and co-create the future of digital marketing.”

nir eYaLAuthor, Speaker, Consultant, NIRANDFAR.COMThe Hook Model: Patterns of Consumer Habits

While industries may diff er in content, many can benefi t from the same technological resources. After all, they just might share a very similar cus-tomer base. Looking at patterns

of success could very well be the key for Pharma.“I will be presenting a pattern for how companies,

behavior and physician preferences for receiving information from pharma.

maTTHeW BoYDDirector, Digital and Social Media, Global Commercial Excellence, EMD SERONODigital Governance in a Global Pharmaceutical Company

“Governance of digital assets is critical to a successful execu-tion,” notes Matthew Boyd. “As most of the companies at Digital Pharma East are global compa-nies, and governance on a global

scale is particularly challenging, I’m going to touch on some key questions companies should think about when building a global governance model.”

Specifi cally, Boyd’s keynote speech will be tackling questions along the lines of: What type of structure should be employed? Do we want a centralized con-trol system, or a de-centralized accountability system? Using social media, do we want to empower our

Tuning in to the Digital BuzzWhat hot topics can participants expect to hear buzzing around at Digital Pharma East 2013? No one’s more on top of this fast-paced, digital move-ment than the industry experts presenting at the conference, so we asked them to share their thoughts on what the buzz will be all about.

“The impact of recent healthcare reform legislation and the creation/roll-out of health insurance exchanges on the types of information customers will need to consume about healthcare and where they will go for answers.” — Terri Young, Executive Director, Sales and Marketing, BRISTOL-MYERS SQUIBB

“I think there will be a lot of discussion around leveraging big data, around the concept of mobility and multiple screens, and around mobile health and Health IT.” — Lisa Flaiz, Group Product Director, Digital Marketing, JANSSEN PHARMACEUTICALS

“This year I think it will be about 3 things: 1. The impact of the quantifi ed self movement and the start ups that are looking at changing the health care market. 2. How to really do multichannel marketing. And 3. How to grapple with data and its impact on marketing.” — Ritesh Patel, Global Head - Digital & Innovation, INVENTIV HEALTH

“Mobile. Mobile. Mobile. We live by our mobile devices, as does our health-care audience. Without strategies tailored to this personal, hand-held, worldwide connector to our healthcare audience, we have no marketing strategies. The mobile device is the new doctor’s offi ce.” — Roger Korman, PHD, President, DMD

“Business agility, engagement with emerging markets and relentless tech-nological change should be on the top of everyone’s list. What does health-care look like in 2025 and how should strategic marketers respond to the challenges of the future?” — Eric Boyles, Senior Director, Global Interactive Marketing, MEDTRONIC

at a glance6 WaYS To Learn

■ Keynote Sessions

■ Breakout Tracks

■ Interactive Panel Discussions

■ Case Studies

■ Workshop Master Classes

■ Digital Health Coalition Summit

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particularly in tech, have built persuasive products,” says Nir Eyal, who will be delivering one of the conferences keynotes. “My hope is that these same lessons can be applied to help the pharma industry change patient behavior in benefi cial new ways.”

By mixing research from psychology, behavioral economics and product design, Eyal’s discussions will center on exactly how some of today’s fastest growing technology companies were quick to adapt their behavior with some fantastic results.

“I’d love feedback on how the lessons of habit-design, which I will discuss during my presentation, can be applied in the pharma industry to increase patient compliance.” he says.

miCHaeL BeCKExecutive Director, Commercial Business Solutions, BOEHRINGER INGELHEIMFuture of Pharma Sales Force in a Post-Digital, Multi-Channel Marketing World

Networking and an abun-dance of ideas are pretty strong reasons for attending Digital Pharma East. That goes especially for the commercial side of the industry.

“Pharma commercial models are transforming and technology is a driving determinant of win-ners and losers,” says Michael Beck, who will be giving one of the Pharma Keynote speeches on the conference’s opening day. “This conference provides the information exchange and network-ing opportunities commercial leaders need to develop their own winning strategies.”

By beginning with the Business Case for trans-formation of Pharma commercial models, Beck looks to discuss exactly what it all means for the future of the sales force. That includes examining how technology and multi-channel marketing are reshaping the landscape, and enabling more nimble and cost-eff ective go-to market strategies. It also asks the questions of how companies are updating

their promotional mix models, integrating sales force and multi-channel marketing in order to drive effi ciencies and achieve more with less.”

JaY goLDmanManaging Director, KLICK HEALTH

As technology advances, the future of the digital world is constantly in fl ux. Predicting that future isn’t just a curiosity to Jay Goldman, it’s at the very core of his company’s drive.

“Our mandate and mission is to defi ne the future of digital health and we are highly focused on achieving it,” he says. “We’re always looking for feedback from the industry about our vision for the future, as well as information about the latest technologies and innovations that they have devel-oped.” Goldman views this challenge as a collab-orative eff ort between his team, his clients, and the other brands and companies they haven’t yet had a chance to work with. While no one person can predict that future, he says, as a unifi ed team they can collectively help shape and defi ne it.

riTeSH PaTeLGlobal Head - Digital & Innovation, INVENTIV HEALTHFinding the Right Balance in a Multi-Channel Marketing Contact Environment: Delivering on What You Promise

One thing that’s for certain when it comes to the future of the digital world is that the healthcare industry as a whole is embracing technology now more than ever before. To keep

up with their tech-minded clients, marketers need to become much more digitally literate, says Ritesh Patel. And Digital Pharma East is the perfect place to begin.

“The conference has been growing in importance as digital has begun to permeate more and more within the healthcare industry,” he says. “With the advent of EHRs for all Americans (data), wearable computing and the quantifi ed-self movement, tab-lets in the practice and in the OR, mobile devices in the hands of doctors, payers and patients, and more importantly the role all of this has on Pharma and Multi Channel marketing, this is a must-attend conference.”

Patel joins a distinguished panel at the conference to discuss Multi-Channel Marketing, or as he calls it, Joined-Up Marketing. He’ll focus on the disrup-tive nature of digital on the industry, and the dif-

Pharma/Biotech/BioPharma/Medical Device

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The audienceBy Industry By Level

at a glance

KeY ToPiCS

■ Develop world-class content, regardless of platform or device

■ Understand the adaptation to a multichannel contact environment

■ Overcome segmentation and streamline EHRs

■ Accelerate the translation of digital initiatives to geographic markets

■ Demonstrate the translation of concept to digital

■ Provide a consistent experience across platforms and channels

■ Better arm your marketers with data insights and non-personal solutions

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ferent way marketers will have to think about their customers and how they reach, engage and educate their core customer base. His discussions will also center on the impact of diff erent bits of data from self-reported to automatically collected. Finally, look for a focus on digital innovation, particularly as it relates to Sales Force eff ectiveness and Closed Loop Marketing.

“I would encourage attendees to really be honest about the level of digital literacy they have in their functional areas,” notes Patel, “and how they think they need to either re-think their operations or fi nd the right partners with solutions to help them com-pete in this digital world. Also ask questions from the experts collected so they can come away smarter and more informed to do their day-to-day job well.”

LiSa FLaiZGroup Product Director, Digital Marketing, JANSSEN PHARMACEUTICALSThe Social Organization

Ultimately, it all comes down to customers. More importantly, customer experience. Awful cus-tomer experience won’t garner much loyalty, no matter how top-notch your technology.

“I will be discussing the idea of creating great customer experiences in the digital channel,” says Lisa Flaiz. “We’ll talk about how brands are win-ning on customer experience today and what opportunities exist for pharma brands to meet customer needs in the digital channel in a way that drives committed customers.”

Learning how others are driving their business and delivering on customer needs through digital

are a few key points Flaiz is looking to take away. Not to mention seeing the latest off erings from agency, publisher and vendor partners.

“The Digital Pharma East conference is a con-vergence of thought leaders,” she notes. “It is important to the industry because it is a key source of continued learning, trend-watching, and best practices sharing.”

LioneL CarraSCoFounder & CEO, LEAPFACTORHow Pharma Sales Forces Can Better Engage HCPs through Mobile Apps

When it comes to the Digital Pharma East, Lionel Carrasco sums the conference up pretty well.

“Digital Pharma East is one of the largest and most attended

events to provide thought leadership,” he says, “and explore the very latest in digital, social and mobile marketing innovations for the pharma industry.”

Carrasco’s presentation hones in on the critical role played by the sales force when it comes to educat-ing prescribers on existing and new medications. Considering the miniscule amount of face time most sales reps get with healthcare professionals, it’s cru-cial that pharma marketers are armed with the most potent marketing tools available.

One of the most productive solutions for sales reps? Not surprisingly, it’s simply adopting a mobile solu-tion. And besides sharing real-world examples, live demos and various tips and techniques, Carrasco is looking to hook up with the perfect audience.

“We would like to connect with companies that are looking for a mobile solution for their sales force.”

Considering the fastest-growing market of the digital age is mobile technology, it is only fi tting that the 7th Annual Digital Pharma East Con-ference kicks off on Tuesday, October 15 with Mobile Day. This special conference within a conference features case studies, presentations, panel discussions and networking opportunities all centered around the mobile platform.

Don’t get too used to the idea of a Mobile Day, however. There may not be too many more in the conference’s future. “If we are holding a mobile day three to fi ve years from now, we have not done our job,” says Robert Allen, Director of Digital Marketing for Astrazeneca and Chair of Mobile Day. “Mobile is quickly becoming the

primary means by which physicians and patients are consuming our marketing materials. How-ever, mobile marketing is still new. There is still so much to understand, debate, and discuss. Everything from technology to advertising to CRM tactics with mobile devices is still in a very early stage.”

Mobile Day sees top pharmaceutical compa-nies and leading industry marketers discuss key mobile-centric topics including Creating a Patient-Centric Digital Experience, The New Mobile Sales Rep, Rethinking Mobile for Health-care in the Age of Wearables, and Dismissing the Myths and Pitfalls in Developing Platform & Device-Agnostic Mobile Solutions.

mobile Day gets moving at Digital Pharma east 2013

roBerT aLLenDirector, Digital Marketing,ASTRAZENECA

at a glance

WHaT'S neW■ Mobile Day

Expansion

■ Full Day of Plenary Sessions

■ More Small Pharma Perspectives

■ Community Choice Awards Luncheon

■ One Fund5K Run

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WHENOctober 15-18, 2013

WHERE Loews Hotel, Philadelphia, PA

TO REGISTER www.digitalpharmaseries.com/east;866-207-6528; Priority Code Get Digital

WHAT7th Annual Digital Pharma™ East

The Digital Innovators’ Forum for Learning Relevant Strategies and Realizing Results