Tuesday 23rd June
Keynote session: Four strategies for building agility into your marketing ecosystem - 2pm BST
Discover how to build an effective agile marketing ecosystem and learn how to overcome the risks of falling behind if implementation is delayed. This keynote session, hosted by SGK Health, will demonstrate how to build a marketing ecosystem that’s agile enough to unlock transformative value – enabling you to reinvest in growth activities or apply directly to your bottom line. As part of a highly functioning ecosystem, you will also learn how to:
- Streamline your workflow practices, roles and standards to improve speed to market
- Leverage production automation to drive efficiency and accuracy
- Create a collaborative digital network that provides holistic data visibility
- Build strong internal sponsorship of the change management required
- Build trust in your brand by taking a consumer marketing approach
Speaker: John Lawrence, Consultant at SGK Health
Leveraging social channels as an effective way to capture market share in competitive and commoditized markets – 3pm BST
In her previous role, Milijana was responsible for the marketing of a new product in the highly competitive and generic anaphylaxis market. Attend this session to hear how she was able to achieve significant cut through by:
- Utilizing market research and customer insights in order to better understand the patient journey
- Partnering with nontraditional online platforms in order to share content and messaging
- Securing the necessary approvals for marketing innovation and overcoming the traditional risk aversion within the pharma industry
Speaker: Milijana Drobnjak, Director Marketing, Market Access at Novartis
How to rank on page one of Google for medical content – 4pm BST
In this session, you will learn about Google algorithm guidelines for content related to medical information. The most recent Google medic algorithm will also be covered in the session. Join Masood’s session to understand how to strengthen your digital commercial marketing capabilities by:
- Learning how to boost your website’s visibility, user traffic and conversion rate by implementing SEO techniques such as link building and authority to keep you above your competitors
- Exploring how to implement keyword mapping strategies into the blueprint of your website to ensure your content is relevant and findable
- Analyzing the top searched words in pharma and how to utilize these keywords to improve your website’s on-page optimization and content
Speaker: Masood Sahibzada, Head of Digital Marketing at Raremark
Wednesday 24th June
A winning launch-readiness strategy for being an effective change agent – 4pm BST
Launching new pharmaceutical products in today's market can be challenging. In this demanding environment, yesterday's product launch strategies can no longer be relied upon to yield the expected patient, digital or business outcomes. The biggest challenge facing marketers in the pharmaceutical industry is not that they don’t have the right tools for the job, but instead, the business at large are often too risk averse to use them. To address this, the current generation of go-to-launch leaders will need to be business growth strategists, multichannel experts and not simply execution tacticians. Ignacio’s session will review how to:
- Lead with evidence and win with data
- Harness the power of analytics
- Stand with multichannel platforms and work to bridge knowledge gaps
- Implement an effective change management and communication framework
Speaker: Ignacio Quiles Lara, Vice President and Commercial Director, Spain, OncoHematology at GSK