With less than a week until Digital Pharma East, I’m doing my best to help you make the most of the many resources on offer. Yesterday I shared some “can’t miss” speakers on Day 1, and today I’m back to highlight a few of the presentations I’ll be attending on Days 2 and 3. Tomorrow we’ll get to the fun stuff—where to eat and drink in Philly.
Tracked Sessions, Day 2
It’s always tough to choose which presentation to attend when there are simultaneous tracks. Here are my top picks for Day 2:
9:40 AM: Michael Rowbotham, Multichannel Marketing Director, Pfizer
HCP Websites: How Should We Evaluate Them? (Track A)
I’m especially interested in this presentation considering my talk on Day 1. I’ll be discussing how DMD’s audience identity management tool makes an entirely new dataset available to pharma marketers. I really believe that dataset, which includes real-time, physician-level data time from pharma websites, will dramatically affect how brands evaluate their HCP websites in the future.
10:40 AM: Breichen Madej, Director of Marketing, Iroko and Jeff Rohwer, Partner, Strategy, Sentient Interactive
Hypertargeting in Pharma: A Case Study on the Line between Effective and Invasive (Track A)
The reference to the “line between effective and invasive” really caught my attention. We talk about this all the time at DMD, and it’s becoming even more important now that we can access physician-level website data in real-time. I’m curious to hear what Jeff Rohwer and Breichen Madej say about this issue.
11:40 AM: Jim DeLash, Multichannel Marketing Director, GlaxoSmithKline
Balance: The Art and Science of Multichannel Marketing (Track C)
Jim DeLash of GSK is a client of ours and a very smart guy. I’d recommend any presentation he was giving; however, this case study should be especially good. At DMD, we’re always exploring ways to use email, and now physician-level website data, to integrate marketing campaigns. I’m looking forward to hearing more about the realities of multichannel marketing from Jim.
Social/Innovation Day 3
There are some creative presentations planned for Social/Innovation Day. Here are my recommendations:
10:00 AM: Bob Allen, Director, Social Media Governance and Markets Worldwide, Bristol-Myers Squibb, Allison Woo, Director, Social Media, Marketing Communications, Bristol-Myers Squibb
Crowdsourced Fireside Chat
I like the idea of giving the audience control by tweeting or emailing the topics they want the speakers to discuss. I’m looking forward to following the hashtag that conference attendees will include in their topic requests: #AskBobAlison.
11:50 AM: Sachin Nanavati, Health, Facebook and Julie Thaler, Director, Pfizer
Leveraging Facebook to Achieve Personalized Marketing at Scale
Audience identity management works on its own to enable personalization, but when it comes to channel integration, the more the merrier. Our audiences are providing endless personal data on Facebook that pharma ought to use to increase personalization in marketing efforts.
1:00 PM: Brian Fox, Senior Partner, McKinsey & Company
Working Luncheon with 10-Minute "Pitch Presentations" from Startups and Digital Innovators
DMD is no spring chicken, but our audience identity management technology is newly hatched. We’re constantly innovating to improve our products and services, and I’m always interested in learning what other new breakthroughs are available in our industry.