Digital Pharma East kicks off next week with a focus on “Aligning Disruptive Innovation, Digital Health, Commercial and Customer Strategy.” That’s an ambitious goal, but one many pharma marketers face every day. To help bring it within reach, I’d recommend making time for these sessions while you’re in Philadelphia:
Wednesday, October 4 at 2:00 PM
Pharma Keynote Session: Blurring the Lines Between Personal and Non-Personal Promotion
John Gallo, Executive Director, Customer Strategy and Shared Services, Sunovion Pharmaceuticals
At DMD, we’ve also noticed that the line between personal and non-personal promotion is blurring. For example, some of our clients are taking our digital activity data and feeding it back to their sales force via their CRM software. The sales reps are then using that information to prepare for personal calls and meetings. Breaking down these silos presents a lot of opportunity for pharma brands, and I’m looking forward to hearing how Sunovion is taking advantage of it.
Wednesday, October 4 at 5:30 PM
Leveraging Cognitive, Big Data & Analytics to Help Novartis Accelerate Trial Recruitment and Optimize Commercial Strategy
Keith Hopkins, Global Leader – Strategy, Cognitive and Advanced Analytics, IBM Watson Health; William Jones III, Director, Strategy, Partnering and New Capabilities, US Oncology, Novartis; Louisa Roberts, Solution Executive, IBM Watson Health; Michael Vinegra, Head, Medical eStrategy, Novartis
AIM Journey is poised to expand pharma digital insight across 200 medical websites.
To get value from marketing data, you also need measurement, analytics, insights, and action. DMD generates a lot of data, and we can measure your audience in a variety of ways. We can also do some analysis by comparing subsets of our data set. But you can’t decide what to do with the analytics unless you understand what’s going on with your brand. I’m interested to learn how Novartis is using applied analytics and insight to optimize their commercial strategy.
Thursday, October 5 at 9:10 AM
The Doctor Won’t See You Know…She Is On Her Phone. How to Reach Doctors Where They Are (Smartphone) with What They Want (Compelling Content)
Dr. Joshua Landy, Chief Medical Officer, Figure 1; Robert Stevens, US Head, Medical Affairs Innovation and Engagement Strategy, US Clinical Development and Medical Affairs, Novartis
This session from the HCP track resonates with what we’ve been learning at DMD. Both AIM activity data and email data have shown that the primary place doctors are reading email and web surfing is on their mobile devices. Armed with this knowledge, I’m looking forward to hearing what strategies Novartis has used to reach doctors where they are, with the content they want.
Thursday, October 5 at 9:40 AM
Case Study: To Tableau and Beyond – Storytelling with Multiple Analytics Solutions
Carolyn Chu, IT Lead, Global Marketing Services Analytics, Johnson & Johnson
Carolyn Chu’s session jumped out at me because Tableau is a pretty sophisticated data visualization tool. We use it at DMD, but until recently, I wasn’t aware that any pharmaceutical companies used it. I’ve noticed a few more brands using it over the last few months. I suspect it might be a trend, and I’m interested to hear what J&J has to say on the subject.
And My Personal Favorite...
Insights from a Year of Website Visitor Identification Data, Wednesday at 2:30 PM
I’ll be sharing insights drawn from more than 800,000 HCPs and 300 medical websites. AIM Website has been reporting identified, physician-level data for over a year. In that time, we’ve learned a lot about the quantity and quality of physician traffic on pharma websites, including what percent of website visitors are on a company’s target list, and what areas of content are most interesting to target physicians.
Now, AIM Journey is poised to expand that insight across 200 medical websites. I’ll be previewing a new data set that looks at individual HCP activity across the digital medical ecosystem, and I’ll introduce an HCP segmentation model based on the website reading habits of 100,000 physicians.