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Pharma Day @ Bristol-Myers Squibb (Members Only Conference)

This event is over.

In the hyper-complex pharmaceutical industry, marketers confront unprecedented regulation, persistent pressure to innovate and launch the next wave of blockbusters and a labyrinth of communication channels and platforms from which to cultivate a two-way dialog with consumers and their healthcare providers.  The ANA’s 2014 Pharma Day is a summit dedicated to exploring the marketing-based issues and themes that all industry stakeholders face while elevating the conversation through shared insights, best practices and senior level case studies, from across the ecosystem, culminating with take-aways that attendees can apply immediately.

Download the ANA Event Guide at e.ana.net.

When
Begins:Wednesday, November 5, 2014 at 8:15am
Ends:Wednesday, November 5, 2014 at 6:30pm
Where

Bristol-Myers Squibb
777 Scudders Mill Road
Plainsboro, NJ 08536

Agenda
Wednesday, November 5, 2014
8:15am  

Breakfast

9:00am  

General Session

Midterm Elections and Beyond – The Legislative Climate in Washington and Implications for Pharma

On the heels of the midterm elections, Dan Jaffe, ANA’s Group Executive Vice President for Government Relations, decodes the political scorecard for the Pharma community and looks to the trends that will impact the scorecard for 2015 and beyond. What are the implications of brewing tax reform – will “tax inversions” continue to make headlines and what effect will proposals to limit the tax deductibility of advertising mean for the Pharmaceutical industry and DTC advertising in particular.  As consumers take to the internet to search their symptoms and self-diagnose, how will digital migration redefine consumer privacy across the ecosystem as well as influence how health data is collected, protected and ultimately utilized online and in a mobile environment.  

Dan Jaffe

Group Executive Vice President for Government Relations

ANA Government Relations

 

AWARD-WINNING EFFIE CASE STUDY – SPIRIVA “ELEPHANT CAMPAIGN”

How do you convince suffering yet sometimes dejected COPD (Chronic Obstructive Pulmonary Disease) patients to seek treatment and support from their Doctor?  Through extensive research, the SPIRIVA team realized that we needed to speak to patients in an empathetic voice that recognized the burden of the disease for these individuals.  The Elephant campaign taps into the psychological and physiological burden of COPD.  The elephant represents the problem (breathing with COPD), and SPIRIVA represents a solution.  Patients took notice, with tracking measures and all important sales increasing.

Dana Maiman

President/CEO

FCB Health

Mike Devlin

EVP, Creative Director

FCB Health

 

SOCIAL MEDIA RISKS AND REWARDS – NAVIGATING THE RULES OF ENGAGING YOUR CONSUMER VIA SOCIAL CHANNELS

Social Media continues to alter the rules of engagement for companies, brands, marketing professionals and their legal advisors.  This presentation will highlight the FTC’s latest guidelines and provide an update on the evolving legal landscape around social media, specifically, how its spheres of influence impact the pharmaceutical industry.  We know that developing Digital Marketing and Social Media guidelines is one of the most challenging facets in the establishment a winning Digital Marketing and Social Media Strategy, but it can be even more daunting for Pharmaceutical companies bound in a web of regulation.  Coming out of this session, attendees will take home a robust list of actionable do’s and don’ts as they look to define and execute their Digital Marketing and Social Media presence.

Keri Bruce

Advertising, Technology and Media Law

Reed Smith, LLP

Kevin Madagan

Advertising, Technology and Media Law

Reed Smith, LLP

12:00pm  

Luncheon

1:00pm  

AWARD-WINNING EFFIE CASE STUDY – ZYRTEC “MUDDLE NO MORE”

Until now, ZYRTEC had one major competitor: OTC allergy leader Claritin.  But now that a formidable new player had entered the category with unprecedented media spend, ZYRTEC needed an innovative strategy to grow the business.  We found an opportunity among heavy allergy sufferers using Claritin, a large cohort we believed could be lured by ZYRTEC’s superior effectiveness.  To our surprise, they were stubbornly content with their mediocre relief.  Muddle No More used nontraditional tactics to help them realize that ‘good enough’ isn’t, resulting in unprecedented success for the brand.

Colleen Sellers

Brand Director, Allergy Franchise

McNeil Consumer Healthcare

Cathy Clift

Executive Planning Director

JWT New York

 

TURNING INSIGHTS INTO ACTION IN MEDIA TARGETING

The 21st century continues to experience tectonic demographic shifts while simultaneously, a spectrum of cohorts pursue health and wellness.  Within this chaotic landscape, the importance of precision targeting expressed in media strategy, planning and buying has never been more vital, with the engine of technology creating a renaissance in how consumers take charge of their health and consume multi-screen media to fuel their knowledge base.  In this presentation, Microsoft will share the mechanics and insights of their Consumer Decision Journey Health and Wellness Tool as well as key digital trends from their recent Health and Wellness study that redefines how consumers interact with digital tools in the context of health, wellness and the management of chronic health conditions.  Attendees will leave with actionable ideas to create better, smarter, more targeted marketing to address the most important needs of their audiences.

Esther Burke

Consumer Insights Manager

Microsoft

 

THE STATE OF INNOVATION - REVOLUTIONARY POSSIBILITIES FOR THE PHARMACEUTICAL INDUSTRY

As humanity steps forward into an era of 24-hour digital connectivity, marketers must navigate this disruptive marketplace with a new mindset and toolbox.  The next 5 years will bring an onslaught of technological innovations – greater in number and impact than all of the achievements of the previous 20 years combined.  It is a Darwinian moment for Pharma marketing, brands and business models.  Futurist Christina “CK” Kerley’s The State of Innovation takes us on an eye-opening journey through this unchartered terrain that will be driven by a sweeping set of emerging trends and tech that span mobile, wearables, The Internet of Things, connected health, robotics, artificial intelligence and much more.

Christina “CK” Kerley

Futurist

5:00pm  

Cocktail Reception

6:30pm  

Conference Adjournment

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