mPharma

• Explore the role of digital health and mHealth – Defining an inflection point for humanity
• Discuss the transformation of health and medicine – Touch points of innovation
• Identify factors for a successful digital health strategy in the life sciences industry

Restrictive policies at many medical offices, pharmacies, and other patient care settings ban sales representatives from communicating important product and medical information directly to physicians and other HCPs. Yet, HCPs continue to need and consume medical information. Non-Personal Promotion (NPP) or Semi-Personal Promotion offers companies another way to connect with, educate, and give HCPs access to information when and how they need it. This panel discusses approaches to:

• Establish life sciences companies as a trusted source of clinical information for a deeper level of engagement
• Personalize tactics and understand the HCP’s interests by leveraging existing data and capturing engagement data from across all channels
• Determine if your target audience is using EMR, EHR, or e-prescribing and discuss tactics to most effectively deliver promotional messages through these point-of-care platforms
• Coordinate the sales experience with digital channels to provide HCP intelligence to the salesforce

Delivering an integrated and consistent consumer experience is critical. To do so, companies must view the journey through the customer’s eyes, considering all possible channels and touch points. Customers engage with your product on websites, mobile apps, through social media, in a video, on a widget, and on multiple devices. They may move from channel to channel, and transitions should feel seamless.

• Understand a customer’s expectation when it comes to omni-channel interactions and marketing
• Discuss the best way to execute on a complex, omni-channel project
• Explore out-of-industry examples of the ROI of relationship marketing campaigns

• Develop digital strategies that maximize resources and meet the needs of consumers
• Discuss the trade-offs in terms of cost, function, etc.
• Overcome consumer skepticism about the support and education that pharma, biotech, and medical device companies deliver
• Discover trends in mobile with market research
• Understand the impact of format on your customer’s experience
• Partner with and leverage trade channels for additional touch points, greater effectiveness, and customer retention

Consumer analytics offer valuable insight into your customers, including which data sources they find valuable and whether or not the channel they prefer delivers the right information. Partnering with internal teams to harness the value of data is a step in the right direction. This panel shares approaches to:

• Build a customer-centric commercial strategy
• Establish a marketing operations COE to centralize and streamline company-wide tactics that drive customer traffic and engagement
• Determine the best actionable ROI when considering digital marketing tools
• Develop a closed-loop marketing strategy – Interpret data, gain insight, and create action plans

The reality is that many patients with chronic illnesses must manage their own care outside of the clinical setting. Managing one’s health is multi-dimensional and complex, and we don’t really know what drives patients’ daily health behaviors along their journey with a chronic illness, until now. Attendees gain insight into:

• Patient intelligence informatics aggregated from real-world patient digital inputs
• The patient experience outside of the clinical setting for a better understanding of adherence, influence, information seeking, and choices
• How real-world patient behaviors drive innovative patient-focused solutions

This session discusses strategies and best practices for adopting efficient and compliant internal review processes across channels and brands.

• Improve the brand manager’s understanding of technology channels and the business context for their usage
• Share comments and common mistakes made in other reviews to reduce errors and speed up the process
• Understand why it’s important to develop and finalize a digital project plan before the build to keep costs low and save time
• Implement proven practices that have gained efficiencies by “de-coupling” creative services across different brands, regions, and vendors
• Hear about a third generation workflow tool that enables improved review by reusing content and templates

This session discusses app development using a novel mobile platform. Attendees understand how collecting enough personal health data during a clinical study increases the body of knowledge around a disease and benefits patients, providers, and pharmaceutical companies who gain a better understanding of their customers.

• Discuss a groundbreaking new way to collect health data in clinical studies using an app built on top of Apple’s ResearchKit
• Evaluate opportunities to empower consumers to better manage long-term disease
• Understand the implications for life sciences companies – How can using a mobile app in clinical research improve the drug and device development process?

The introduction of new consumer-centered health care technologies – such as wearables, medical devices, and remote monitoring devices – brings about additional data on consumers.

• Consider ways to incorporate additional data with minimal disruption in workflows and efficiency
• Discuss what to do with this additional information once it is collected and available
• Examine the impacts of HIPPA on utilization of consumer-generated data