At Digital Pharma West, industry leaders will explore how innovative technologies are transforming the pharma business model. Digital tools offer new opportunities for engaging customers, streamlining operations, and staying competitive. In the process, data and analytics are taking center stage.
I see this every day as we work with clients to implement highly effective email marketing and audience identity programs. And I’m looking forward to learning from other’s experiences, starting with these four sessions:
Building the Digital Road Map for Your Evolving Business Model
Vanessa Braganza, Head, Global Multichannel Strategy and Operations, Abbvie; Dan Gandor, Director, Digital Innovation and Corporate Program Management, Takeda Pharmaceuticals; Jen Scroggins, Director, Lilly Brand, Eli Lilly; Alvin Lin, Director, U.S. Hematology Marketing, Pharmacyclics
Tuesday, June 12 at 11:15 a.m.
Audience identity data allows reps to understand the current needs and interests of individual HCPs.
This panel will discuss how pharma companies can establish digital marketing processes that help optimize their commercial operations. While the speakers will discuss a variety of digital tools, I’m most interested to hear what they have to say about multichannel analytics, KPIs, and reporting metrics. I believe email and audience identity data are essential to effective marketing decision making. The combination of detailed physician profiles and real-time web browsing data enables better analytics, multichannel integration, and ongoing refinement of a brand’s digital strategies.
Digital and the Rep: Using Cross-Channel, Content and Data to Inform the Customer Experience
Alison Reichert, Director, Digital Strategy and Data Innovation, Pfizer, Inc.
Tuesday, June 12 at 4:30 p.m.
Alison Reichert will present a case study that demonstrates how sales reps can use data to increase reach and drive meaningful engagement. This is another of my favorite topics, since audience identity data allows reps to understand the current needs and interests of individual HCPs. When this information is combined with email data, reps can deliver relevant content to each of their target physicians in a timely manner. I’m looking forward to hearing what Pfizer has learned from its efforts to use content and data to enable better sales rep interactions.
The Growth of Data Science, Measurement and Analytics in Multichannel Digital Health: Examining the Changing Role of the Customer and the Different Touchpoints to Pharma
Jennifer Burnham, Digital Strategist, Abbott; other speakers TBD
Wednesday, June 13 at 12:00 p.m.
Our approach starts with a high-quality email database that includes only first-party sourced email addresses.
This panel will consider the role of data in digital health from a number of angles, including privacy. We’ve always put a high priority on responsible digital marketing. Our approach starts with a high-quality email database that includes only first-party sourced email addresses. Every physician on our list has double opted-in, and all addresses are third-party certified. We also advise clients to respect the digital preferences of their target HCPs. It will be interesting to hear the panelists’ views on these and other privacy issues.
HCP Engagement of the Future: How Will Pharma Adapt?
Omar Khateeb, Neuromarketing Strategist, Khateeb & Co.; Mike Padilla, Vice President of Marketing, Alimera Sciences
Wednesday, June 13 at 12:00 p.m.
HCPs are interacting with patients in new ways every day. As they do, pharma has to evolve its approach to HCP engagement. Together, email and audience identity data allow pharma brands to identify the current interests of individual HCPs, deliver relevant content through customized email and website content, and respond to physician’s interests as they change. But this is an ongoing process. I’m interested to hear Omar Khateeb’s and Mike Padilla’s thoughts on how best to tailor digital marketing to each physician’s individual needs.
What We Learned From Website Visitor Identification Data in the Oncology Space
Mary Lassiter, Director of Client Strategy and Innovation, DMD
Tuesday, June 12 at 3:00 p.m.
I hope you’ll also make time for my presentation on Tuesday. I plan to reveal some surprising trends about how HCPs are using a popular oncology brands website, as well as illustrate specific marketing opportunities that arise from analyzing audience identity data. See you in San Francisco!