Next week I’m headed to New York for the FiercePharmaMarketing Forum, a two-day conference that aims to help pharma marketers put the latest marketing techniques into action. Speakers from leading pharmaceutical companies will share their experiences using new technologies to implement a variety of marketing programs, including branded and unbranded, DTC, and social media. I’m particularly interested in the following sessions:
The Rise Of Unbranded: Making It Work For You
Graham Goodrich, Boehringer Ingelheim and Aimee Lenar, Allergan
Tuesday, March 6 at 11:00 a.m.
Disease awareness campaigns face fewer regulatory restrictions than branded campaigns, and therefore grant marketers more creative freedom. Graham Goodrich and Aimee Lenar will address the associated challenge: How to develop attention-grabbing marketing programs when you can’t use the product name. I’m interested to hear their strategies, and to consider how the physician data available from an authenticated email database or audience identity technology platform might make those strategies even more effective.
Moving Away From Traditional Direct Marketing To Doctors
Bryan Cohen, Pfizer; Kevin Guthrie, Healthlink Dimensions; Laurence Smith, Merck
Tuesday, March 6 at 1:30 p.m.
This panel will address the common challenge of trying to engage physicians who are either too busy to see sales reps or prohibited from doing so by low-see/no-see rules. I frequently advise clients on the benefits of targeted email marketing in this situation, and I’m curious to learn what other creative approaches the panelists recommend. I suspect the role of data is important here, particularly in understanding physician’s digital preferences and current professional interests.
Alternate Ways To Reach Doctors When The Door Is Closed
Ezra Ernst, Physicians Weekly
Tuesday, March 6 at 4:15 p.m.
In this session, Ezra Ernst returns to the topic of low-see/no-see, but with an emphasis on identifying new digital channels for interacting with hard-to-reach physicians. I always emphasize the value of understanding when, where, and how physicians prefer to receive digital communication. This session promises to explore some interesting new possibilities, such as engaging physicians at the point of care, through EHRs, and in their home offices.
Digital Intelligence: Tech Companies Discuss New Tools And Techniques
Michel Ballard, Conde Nast Health; Matt Nespoli, Butler/Till Health Group; Danielle Salowski, Facebook
Wednesday, March 7 at 1:15 p.m.
Between complex regulatory restrictions and the challenges of developing expensive, years-long campaigns, it’s no wonder pharma marketers are often slow to adopt new tools and techniques. I sometimes encounter this hesitation when I speak with clients, but there is tremendous upside when brands proactively evolve their digital marketing. I’m looking forward to hearing the panelists discuss which digital tools they consider essential for building pharma brands online.
Pharma Marketing in 2018 and Beyond
David Reim, DMD
Tuesday, March 6 at 11:45 a.m.
I’ll also be presenting at Fierce 2018. My discussion will focus on audience identity management technology. This technology makes it possible to identify the opted-in HCPs who visit your brand websites, as well as the categories of websites they visit across our digital ecosystem of 300 medical websites.
Like the other presenters, my goal is to deliver actionable information. We’ll focus on real-world examples of what audience identity technology means for pharma marketing in the future, so you can begin implementing more effective data strategies right away.