24-25 july 2017 shanghai marriott hotel city centre...
TRANSCRIPT
REGIONAL EXPERT SPEAKERS INCLUDE:
24-25 July 2017 Shanghai Marriott Hotel City Centre, Shanghai, China
Enabling End-to-End Digitization of Your Enterprise Through Commercial Transformation and Innovation
5TH
STAY AHEAD OF THE CURVE AT THE LARGEST AND ONLY EVENT TRULY DEDICATED TO IMPROVING DIGITAL INNOVATION WITHIN THE REGIONAL LIFE SCIENCES COMMUNITY:
_ Understanding the intersection of field force and digital
_ Analyzing the evolution in product launches and how digital should be increasingly considered as an enabler of launch
_ Digital healthcare disruption and its impact on pharma: shifting the ownership model and evaluating ‘healthcare as a service’
_ Commercial and digital transformation - how are business model changes actually helping business?
_ AI/AR and cognitive computing - if decision making processes are being taken out of doctors’ hands, how will this affect pharma marketing? How will AI/AR fit into your channel mix?
_ Better understanding of the application of big data in sales and marketing
_ Content marketing and personalization — how to leverage cross-channel data to inform a better customer experience and improve targeting
_ Optimizing the utilization of predictive analytics in marketing and targeting
_ Optimizing remote promotion, remote detailing and virtual promotion
Bryan CohenWorldwide Innovation Fellow, PFIZER, USA
Guy ShauliGlobal Director, Social Media, ASTRAZENECA, UK
Igor RudychevGlobal Samples Operations Lead, PFIZER, USA
Marine Queniart Stojanovic VP, Global HCP Engagement Transformation, GLAXOSMITHKLINE, SINGAPORE
INTERNATIONAL EXPERT SPEAKERS INCLUDE:
SPONSORS OF DIGITAL PHARMA CHINA:
CLICK HERE FOR THE FULL LIST OF SPEAKERS
WITH THANKS TO OUR STRATEGIC PARTNERS:
Yizhe WangHead of Respiratory Business Unit,GLAXOSMITHKLINE
Eileen LongVice President, CNS BU, SANOFI, CHINA
Patrick NowlinHead of Commercial Excellence, SANOFI, CHINA
Shirley ZhaoVice President and Country President,ALLERGAN
Siew Kwan ChangVice President, China Specialty Care BU, IPSEN
VISIT WWW.DIGITALPHARMASERIES.COM/CHINA FOR MORE INFOTo Register Contact Marcie Cruz at [email protected] or +1 917-258-5143
While physicians continue to be the major advocates in engagement, education and access, the global significance of the patient journey/experience, as well as payer marketing, is becoming increasingly weighted in importance. Therefore, it is entrenched in marketing teams as a core value offering. Patients are now deeply embedded within the value chain.
Business model disruption in pharma is now a necessary tool – and this is shifting the ownership model into a mode of evaluating healthcare as a service. This has a number of implications on the business model as we see it today:
_ What is ‘digital health’ today – moving away from just rep efficiencies?
_ How can we optimize the shift of the ownership model from pharma to the consumer?
_ What technologies are available to deliver the tipping point in this shift?
_ What does digital healthcare and health outcomes as a service look like?
The wide range in job titles and divisions that now attend Digital Pharma events is a testament to the spread of digital throughout the entire pharma enterprise. Digital transformation methodology now needs to be a core principle in modern pharmaceuticals striving for future success.
AI, AR and cognitive computing are now a reality and are actually being used by doctors and physicians in predictive diagnostics. If we start to advance toward diagnostics from AI on a regular basis and certain decision making processes are taken out of the doctors’ hands; what are the implications for pharma marketing? How will brands and marketing teams adapt to this new world?
How pharma companies collaborate with the mobile healthcare or remote consultation platforms in response to Chinese healthcare reform, is a growing topic area.
The application of big data and analytics in sales and marketing, as well as leveraging digital to move into medical market access and product launch, give us a glimpse into the future.
We look forward to tackling all these issues head-on in 2017!
WELCOME TO THE
5TH ANNUAL
Warren DrysdaleSenior Conference DirectorExL Events
Jayson Mercado Head of Digital Events ExL Events
JOIN THE CONVERSATION ONLINE
@DigitalPharma
#DigPharm
Digital Pharma
digitalblog.exlpharma.com
SPONSORSHIP AND EXHIBITION OPPORTUNITIESDo you want to spread the word about your organization’s solutions and services to potential clients who will be attending this event? Take advantage of the opportunity to sponsor, underwrite an educational session, host a networking event or distribute promotional items to attendees. ExL will work closely with you to customize a package that suits all your needs. To learn more about these opportunities, please contact Jayson Mercado at +1 212-400-6236 or [email protected].
QUESTIONS? COMMENTS?Do you have a question or comment that you would like to be addressed at this event? Would you like to get involved as a speaker or discussion leader? Please email Warren Drysdale at [email protected].
VISIT WWW.DIGITALPHARMASERIES.COM/CHINA FOR MORE INFOTo Register Contact Marcie Cruz at [email protected] or +1 917-258-5143
Bryan CohenDigital Platform Lead – Promotional Operations, Sales, and Marketing Worldwide Innovation FellowPFIZER, INC., USA
Martine Docking Director, North Asia and APAC Corporate Sales, WILEY, SINGAPORE
Igor Rudychev Global Samples Operations Lead PFIZER, INC., USA
Guy Shauli Global Director, Social Media ASTRAZENECA, UK
Marine Queniart Stojanovic VP, Global HCP Engagement Transformation GLAXOSMITHKLINE, SINGAPORE
Christophe Bureau Vice President, Strategic Innovation STEVANATO GROUP, ITALY
Wallace Chen IT Director MSD, CHINA
Ellen Cheng Healthcare, Big Data Analytics Consultant ADEN CONSULTING FIRM
Jane Ding General Manager BEIJING WISEHEALTH CONSULTING
Yu Fan Business Innovation Head GILEAD
Evone Feng Senior Digital Manager, FERRING PHARMACEUTICALS, CHINA; Digital Lead, FERRING PHARMACEUTICALS, APAC
Siew Kwan Chang Vice President, China Specialty Care BU IPSEN
Ryan Li Digital Lead – HCP ASTRAZENECA, CHINA
Roger Liu Expert, Mobile Healthcare Commentator MOBILE HEALTH ENTREPRENEUR
Tony Liu Principal QUINTILES/IMS
Eileen Long Vice President, CNS BU SANOFI, CHINA
Adam Ma Founder AMED
Patrick Nowlin Head of Commercial Excellence SANOFI, CHINA
Andy Qiu Senior Brand Manager PFIZER, INC., CHINA
Hui Shi Vice President HAODAIFU
Celia Wang Marketing Operations Manager BAYER HEALTHCARE, LTD
Yizhe Wang Head of Respiratory Business Unit GLAXOSMITHKLINE
Hou Yi IT Associate Director ELI LILLY
Kathy Zhang Senior eBusiness Manager, Oncology BU NOVARTIS CHINA
Shirley Zhao Vice President and Country President ALLERGAN
THE ESTEEMED & STILL EXPANDING SPEAKER FACULTY FOR 2017INTERNATIONAL EXPERT SPEAKERS:
REGIONAL EXPERT SPEAKERS:
STRATEGIC CONFERENCE PARTNERS:Tony Zhang Managing Partner BIZPRO INTERNATIONAL
Stanley Li Founder DXY
To Register Contact Marcie Cruz at [email protected] or +1 917-258-5143
WHY 5TH DPC IS THE NUMBER-ONE PROVIDER OF CONTENT, INNOVATION AND PRACTICAL INSIGHTS IN CHINA. It is no longer enough for a company to have specific digital teams added onto a brand plan as a bolt-on. From an early stage, Regulatory, Legal, Compliance, IT, Innovation, Commercial Operations, Customer Interaction, Sales/Field Force and many other departments all need to interact with the various marketers to develop initiatives that really deliver for the customer. No matter your size or scale of operations.
This conference will profile best-in-class case studies and senior-level discussions that will enable you to leverage solutions, technologies and tactics to prepare for tomorrow. Additionally, it will explore issues such as reducing costs, mastering MCM, improving the uses and effectiveness of new digital marketing techniques, harnessing analytics to drive improved ROI/customer satisfaction, and improving SFE.
• Marketing• Digital Marketing• Digital Strategy• Integrated Marketing• Multi-Channel Marketing• Social Media• Mobile Marketing• eMarketing• eBusiness• Global Marketing• Interactive Services• Channels• Innovation• Patient Solutions• Customer Experience• Customer Engagement Capabilities• Field Force/SFE• Brand Management• Product Management• Strategic Operations• PR/Communications• New Media• Advertising & Promotions• IT• Regulatory Affairs• Regulatory Advertising• Legal Counsel & MLR• Compliance Together with:• Physician Networks• ePatients• Regulators• Digital Agencies• Technology Providers
Don’t take our word for it Listen to what your international and local peers have to say about Digital Pharma.
Click on the videos to watch now. To see more videos and photos from the Digital Pharma Series, click here.
WHY WE ARE THE LEADING PHARMACEUTICAL MARKETING EVENT IN CHINA:
150+
8+
60%
MEASUREMENT:
COMPLIANCE:
ENGAGEMENT:
INTEGRATION:
Understand how to utilize channel and customer analytics to deliver truly integrative marketing
.sngiapmac no IOR eht erusaem ot sloot scitylanaReview how this is carried out internationally
Decipher how to develop digital channel tools that ful�ll legal obligations, improve adherence and also mitigate risks involved with engagement
Learn how to engage your customer base, build longer lasting relationships and increase brand awareness through innovative and risk averse digital tactics
Traditional marketing vs. digital marketing, marketing vs. sales, physician driven vs. patient driven: How can you deliver a truly integrated multi-channel approach? Understand how to drive topline with multi-channel approaches
Senior Level executive attendees
International Experts from around the world for information sharing and leveraging
of Attendees are from a Life-Science Company
TARGET AUDIENCE:
WHO SHOULD ATTENDSVPs, VPs, Directors, Heads and Managers from Pharmaceutical, biotechnology, biopharmaceutical and medical device industries whose responsibilities include:• Marketing• Digital Marketing• Multi-Channel Marketing• eMarketing• Brand Management• Product Management• Integrated Solutions• Field Force
• Sales Force E�ectiveness• Growth Strategy• Strategic Operations • Business Unit Directors• Information Technology• MLR• Legal• Compliance
By Industry54% Pharma/Biotech/Biopharma/Medical Device Organizations21% Digital/Technology Solutions Providers19% Agencies4% Consultants
2% Academics
By Level35% Managers28% Directors20% Senior Directors13% VPs/SVPs4% C-Suites
Unparalleled Cutting Edge Global Industry case studies
First class networking opportunities with a truly international crowd
Who Should Attend Digital Pharma ChinaThis conference is designed for senior-level professionals from the pharmaceutical, biotechnology and medical device indus-tries whose responsibilities include:
VISIT WWW.DIGITALPHARMASERIES.COM/CHINA FOR MORE INFO
DIGITAL PHARMA HIGHLIGHTS
WHAT MAKES INDUSTRY LEADERS ATTEND DIGITAL PHARMA WEST?
2016 DIGITAL PHARMA EAST HIGHLIGHTS
WHAT MAKES INDUSTRY LEADERS ATTEND DIGITAL PHARMA EAST?
To Register Contact Marcie Cruz at [email protected] or +1 917-258-5143
CONFERENCE DAY ONE | JULY 24, 20178:00 Registration and Morning Coffee
8:50 Chairman’s WelcomeStanley Li, Founder, DXY
9:00 CASE STUDY Enhance Patient Education to Achieve Closed Loop MarketingWith social media developing, the content is more and more important for Rx patient education. In China, E-commerce has being changed many industries including pharmaceutical. Andy Qui will introduce the Viagra pilot and how to engage with social media, E-hospital and E-commerce to create more attractive content, drive more potential patients and increase of treatment rate.Andy Qiu, Senior Brand Manager, PFIZER, INC., CHINA
9:30 INTERNATIONAL CASE STUDY Profiling the Global Rollout and Digital Transformation of HCP Engagement at GSKMarine Queniart Stojanovic, Vice President, Global HCP Engagement Transformation, GLAXOSMITHKLINE, SINGAPORE
10:00 Customer Insights: the Foundation For Precise MarketingBig data, and the customer insights or business insights derived from data, is becoming more and more important for Pharmacos. When most Pharmacos are moving into digital era and trying to explore the precise marketing in the industry, big data and the customer insights from the data are particularly the key. QuintilesIMS has done many innovative research and projects in the area about building the customer insights such as digital profile with big data. Tony Liu will talk about QuintilesIMS’ expertise and experience in the area.Tony Liu, Principal, QUINTILESIMS
10:30 CASE STUDY Integrating and Implementing Digital Into Business Operations in the Chinese Pharma Market: a Commercial Leader’s PerspectiveYizhe Wang, Head of Respiratory Business Unit, GLAXOSMITHKLINE
11:00 Morning Networking Break
11:30 INTERACTIVE PANEL DISCUSSION AND AUDIENCE PARTICIPATION A recap of the morning’s presentations and an opportunity for detailed question and answer session with the full panel of morning speakersWeChat us questions prior to the conference or email at: [email protected] or warrend05Moderator: Stanley Li, Founder, DXYPanelists:Marine Queniart Stojanovic, SVice President, Global HCP Engagement Transformation, GLAXOSMITHKLINE, SINGAPOREAndy Qiu, Senior Brand Manager, PFIZER, INC., CHINA
Yizhe Wang, Head of Respiratory Business Unit, GLAXOSMITHKLINE
Tony Liu, Principal, QUINTILESIMS
Siew Kwan Chang, Vice President, China Specialty Care BU, IPSEN
12:15 Networking Lunch
1:15 Chairman’s WelcomePatrick Nowlin, Head of Commercial Excellence, SANOFI, CHINA
1:20 CASE STUDY Commercial Excellence Solutions in the Pursuit of True MCMPatrick Nowlin, Head of Commercial Excellence, SANOFI, CHINA
1:50 Attaching a Digital Concierge to Marketed Drug Packagings: The Next Big Thing in Patient Centricity? Drug packagings are reaching patients every single day, more effectively than any other channel. Established supply chains can be leveraged to create an alternative and super-profiled media channel to patients, thanks to the optical recognition of packagings with a mere smartphone. We describe how this privileged channel — that every pharma company already owns — can be revealed in a matter of a few months, to boost patient engagement and generate incremental revenue via new business models.Christophe Bureau, Vice President, Strategic Innovation, STEVANATO GROUP, ITALY
2:20 INTERNATIONAL CASE STUDY Improving Digital & Traditional Channel Mix, Customer Centricity, and Interaction with FF/Standard Promotion.
[ How can we make the digital mix more effective? [ Global vs. regional approach: learnings from US vs. Europe vs. LatAm
vs. Asia (China, Japan, Korea, etc.) [ Budget neutral digital optimization and higher impacts [ Customer centricity and digital coordination for multiple products [ Digital interaction with the standard promotion (field force, sampling, etc.) [ Digital and sampling: how to enhance each other
Igor Rudychev, Global Samples Operations Lead, PFIZER, INC., CHINA
2:50 CASE STUDY Digital Innovation in Physician Education and Patient Education
[ What do customers do in digital? [ Digital innovation in physician education [ Digital innovation in patient education [ Digital pharma trend
Kathy Zhang, Senior eBusiness Manager, Oncology BU, NOVARTIS CHINA
3:20 CASE STUDY How to Build Up Digital Infrastructure in a Middle-Size Pharma Company
[ Digital playbook [ E-detailing platform [ Multi-channel vs omni-channel
Evone Feng, Senior Digital Manager, FERRING PHARMACEUTICALS, CHINA; Digital Lead, FERRING PHARMACEUTICALS, APAC
3:50 Afternoon Networking Break
4:20 PANEL DISCUSSION DPC Evaluation: Where are We Now and Where are We Going?
[ Retrospective viewpoint: what has Pharma achieved within the last 5 years in terms of learning and experience?
[ As industry practitioners, what is out there currently that is really drawing your attention? Are there any opportunities that you think really work?
[ Prospective viewpoint: how do you feel about the future?Moderator:Ryan Li, Digital Lead – HCP, ASTRAZENECA, CHINAPanelists:Evone Feng, Senior Digital Manager, FERRING PHARMACEUTICALS, CHINA; Digital Lead, FERRING PHARMACEUTICALS, APACChristophe Bureau, Vice President, Strategic Innovation, STEVANATO GROUP, FRANCEPatrick Nowlin, Head of Commercial Excellence, SANOFI, CHINAIgor Rudychev, Global Samples Operations Lead, PFIZER, INC., CHINAKathy Zhang, Senior eBusiness Manager, Oncology BU, NOVARTIS CHINAHou Yi, IT Associate Director, ELI LILLY
5:00 Closing Comments and Discussion Roundup
5:15 Close of Day One
GET SOCIAL WITH DIGITAL PHARMA
@DigitalPharma #DigPharm
Digital Pharma
digitalpharma
Digital Pharma Series Channel: Digital
Pharma
VISIT WWW.DIGITALPHARMASERIES.COM/CHINA FOR MORE INFOTo Register Contact Marcie Cruz at [email protected] or +1 917-258-5143
CONFERENCE DAY TWO | JULY 25, 20178:00 Registration and Morning Coffee
8:50 Chairman’s WelcomeAdam Ma, Founder, AMED
9:00 CASE STUDY The Sanofi Approach to Marketing Excellence in Modern China Eileen Long, Vice President, CNS BU, SANOFI, CHINA
9:30 KEYNOTE SESSION Create Demand in the Medical Aesthetics Market with Digital Touch to ConsumersThis session will focus on how Allergan China as a market leader is trying different approaches to drive up the demand among consumers for medical aesthetics services, including Direct-to-Consumer (DTC) promotion campaigns, patient loyalty programs, alliance with online channels and mobile apps with medical aesthetics communities, anti-counterfeit technology and awareness campaigns, etc.Shirley Zhao, Vice President and Country President, ALLERGAN
10:00 CASE STUDY Chatbots - Real Opportunity or Just a Buzzword?Guy Shauli, Global Director, Social Media, ASTRAZENECA, UK
10:30 The Transformation of the Publishing Industry to Optimize Community Engagement and Content StrategiesHow understanding content consumption behavior and changing impact metrics are driving multichannel publication planning.Martine Docking, Director, North Asia and APAC Corporate Sales, WILEY
11:00 CASE STUDY How to Cooperate Successfully Between a Pharma Company and a Mobile Healthcare Company?!Yu Fan, Business Innovation head, GILEAD
11:30 Morning Networking Break
12:00 INTERACTIVE PANEL DISCUSSION AND AUDIENCE PARTICIPATION A recap of the morning’s presentations and an opportunity for detailed question and answer session with the full panel of morning speakersWeChat us questions prior to the conference or email at: [email protected] or warrend05Moderator: Adam Ma, Founder, AMED
Panelists:Yu Fan, Business Innovation head, MNC PHARMACEUTICAL COMPANY Eileen Long, Vice President, CNS BU, SANOFI, CHINA Shirley Zhao, Vice President and Country President, ALLERGAN Guy Shauli, Global Director, Social Media, ASTRAZENECA, UK Martine Docking, Director, North Asia and APAC Corporate Sales, WILEY
12:45 Networking Lunch
1:45 Chairman’s WelcomeRoger Liu, Expert, Mobile Healthcare Commentator, MOBILE HEALTH ENTREPRENEUR
1:50 The Enlightenment for us on Healthcare Management of Real WorldWith the mining and application of medical big data, data has been applied in precision healthcare management. In real world, by introducing DRGs the granularity of precision healthcare management is dramatically improved, as a result, the healthcare operation effectiveness management will be more scientific and objective which include care capacity, care efficiency and care quality. In light of these real-data, the enlightenment for pharmaceutical and insurance companies is that epidemiology, disease overview, physician portrait and patient portrait could be described clearly and accurately. Furthermore, it could result in evaluating appropriate healthcare resource allocation and recognizing healthcare market.With market situation and government policy changing, healthcare product promotion will definitely be changing in the medical and healthcare field. The companies and organizations will pay more attention to consider patients as their center service in activities. How to adapt to benefit turn into cost of drug in zero-margin price policy? How to redeploy clinical path in hierarchical diagnosis and treatment policy? The insurance companies will play the more important role gradually in the healthcare management. How to cooperate will be a new topic and a new opportunity for insurance and pharmaceutical companies.Ellen Cheng Healthcare, Big Data Analytics Consultant ADEN CONSULTING FIRM
2:20 INTERNATIONAL CASE STUDY Patient Power: Omni-Channel Marketing and Distributing the Right Information to the Right Person at the Right TimeTo market effectively, companies must view the journey through the consumers’ eyes. Customers engage with product on websites, mobile apps, through social media, in a video, on a widget, and on multiple devices; moving from channel to channel and expecting seamless integration. This presents an enormous opportunity for pharmaceutical companies while also gaining recognition and trust. This session helps pharma adapt to the shift in how patients consume digital info. We will cover:
[ Know what and why your customers are expecting a “relationship” from marketing efforts
[ Really understand how physicians and consumers use mobile devices and social media to improve your presence
[ Contemplate less about what your company says and more about what your customer wants to hear
[ “Tell a story” by incorporating everything from websites, mobile apps, social media, YouTube, and more into an experience
[ Gaining insight into the performance of omni-channel marketing from experiences outside pharma
[ Understanding the power of flexible, structured content and how it is critical to the success of your omni-channel marketing efforts
[ Real-life examples of campaigns using the latest tools and channels, combined with creativity and care
Bryan Cohen, Digital Platform Lead – Promotional Operations, Sales, and Marketing Worldwide Innovation Fellow, PFIZER, INC., USA
2:50 CASE STUDY POWER+ ( PPG Optimization Winner) Insights
[ Patient management, It’s not all about inviting HCPs go online for an extra service
[ Mobile HCP, mobile tasks, mobile content [ Mid-term change: from bigger scope to higher speed [ Key learnings: Online star is everything to success
Celia Wang, Marketing Operations Manager, BAYER HEALTHCARE, LTD.
3:20 Afternoon Networking Break
3:50 CASE STUDY Marketing Exploration of Pharmaceutical Industry Based on the Internet’s New Medical Ecology
[ Chinese doctors online medical behavior insight, from online consulting to Internet hospitals
[ Sharing of practices in the management of chronic diseases on the Internet
[ Provide solutions for physicians’ online needs: brands and skillsHui Shi, Vice President, HAODAIFU
4:20 How to Use Internet Technology to Achieve Accurate Screening of Patients [ Finding accurate patients is not only the concern of doctors
and scientific research organizations, but also the concern of pharmaceutical companies
[ Using Internet technology to help doctors, research institutions and pharmaceutical companies to screen patients accurately
Jane Ding, General Manager, BEIJING WISEHEALTH CONSULTING
4:50 INTERACTIVE PANEL DISCUSSION AND AUDIENCE PARTICIPATION A recap of the morning’s presentations and an opportunity for detailed question and answer session with the full panel of morning speakersWeChat us questions prior to the conference or email at: [email protected] or warrend05Moderator: Roger Liu, Expert, Mobile Healthcare Commentator, MOBILE HEALTH ENTREPRENEURPanelists:Bryan Cohen, Digital Platform Lead – Promotional Operations, Sales, and Marketing Worldwide Innovation Fellow, PFIZER, INC., USACelia Wang, Marketing Operations Manager, BAYER HEALTHCARE, LTD. Hui Shi, Vice President, HAODAIFUEllen Cheng Healthcare, Big Data Analytics Consultant, ADEN CONSULTINGFIRMJane Ding, General Manager, BEIJING WISEHEALTH CONSULTING
5:20 Closing Comments and Conference Roundup
5:25 Close of Conference
VISIT WWW.DIGITALPHARMASERIES.COM/CHINA FOR MORE INFOTo Register Contact Marcie Cruz at [email protected] or +1 917-258-5143
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Shanghai Marriott Hotel City Centre555 Xi Zang Road (Middle), Huangpu DistrictShanghai, 200003 China
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If you have any questions about pricing or payments options, please contact Marcie Cruz at [email protected] or +1 917 258-5143.