V e-m@rketing & multichannel STRATEGIES for Pharma

INTEGRATED MULTICHANNEL MARKETING-SALES

COMMUNICATION OF THE PHARMACEUTICAL

AND HEALTH SECTOR

www.pharma-conferences.com/emarketing

4-5-6 November 2014Hotel Courtyard by Marriott, Warsaw

DISCOVER TO INNOVATE

This is Capt.Aleksandra Schoen Żmijowa BlueBusiness Media, over!

THE ONLY platform in Poland to share the experience and inspirations of thepractitioners of the pharmaceutical and health sector in the digital domain

TRENDS – we are setting here the standards in pharmaceutical and health marketing

Not commonly available INSPIRATIONS: specific strategies, tools and ideas in the e-pharmaand mobile marketing area and their integration with multichannel strategy

WISIONS - Who “does not fly to the future with us” today is out of the game. We are discussing now the innovations, which will be the daily practice tomorrow

INTERACTIVE above all: the priceless exchange of ideas and experiences!

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5 REASONS TO JOINOUR JOURNEY:_

JOIN OUR JOURNEY TO EPHARMACEUTICA 2015 GALAXYWE WILL VISIT THE FOLLOWING PLANETS DURING OUR JOURNEY:_

MORE INFORMATION AVAILABLE FROM:_

For five years we have been supporting the pharmaceutical and health sector companies in developing multichannel communication using, among others, e-marketing and mobile and achieving consistent and synergic message to maximise the business results of these companies through suitable involvement of the patients and medical professionals!

OBJECTIVE OF THE MISSION:_

„Be digital or die”! The pharmaceutical sector does not face the question “Should we use the digital communication channel?” any more. This question was replaced by “How to do it effectively?” and “How to become noticed and positively remembered?”.

Innovation, Effectiveness, Synergy, Outreach, Cost became recently the mantras of the managers of commercial operations at pharmaceutical companies. These companies continuously look for the methods to improve effectiveness of reaching their stakeholders. The consistent, innovative and interesting multichannel strategy with the communication synergy in various channels, using e-marketing and mobile to an optimum degree, is the answer to present communication with the patient and medical professionals.It seems to be so simple…

Welcome on board!

ABOUT THE MISSION:_

Aleksandra Schoen-ŻmijowaCaptain Integratorphone 12 350 5424e-mail: aleksandra.schoen@bbm.pl

PRAGMATICA

Planet of Specific Solutions

4 big practical knowledge sharing facilities, enabling to use the knowledge of others and learn specific solutions

The baggage of collected experiences might resultin overloading of the ship

INNOVATIKA

Planet of Inspirations

The planet’s atmosphere is rich with ingredients poorlyrecognised to date on Earth. They might be the foundations of development! It supports the following objective: intensification of dialogue with clients

Take samples, conduct detailed analysis

TRANSFORMATICA

Planet of Transformations

A planet with distorted time dimension. Provides the opportunity to forecast the near future and shows the outcomes of the changes made to the current situation

We learn the real potential resulting from integrationof available resources

CUSTOMERICA

Planet of Meetings

The innovative scanners available on the planet allowto generate precise personality and habits images

To be used for better learning and improvementof effectiveness of dialogue with the stakeholders

COCTAILICA

Planet of Pleasures

Thanks to its very high gravitational pull the planet has ideal conditions for networking and establishing relations

Take business cards with you. Good humourand openness – mandatory

DYSCUTICA

Planet of Combined Powers

The collective intelligence accelerator is available on the planet, which discloses new knowledge dimensions thanks to the combination of talents of different people

Take sedatives with you – the effects of the discussion might be surprising

OMNISTICA

Planet of Synergies

Great Synthesis Laboratories enable the mergerand integration of various components

Support for Earth multichannel strategies

CONTEXTICA

Planet of Important Moments

The planet provides access to advanced technologiesmonitoring and adapting the reality to human needs, envisagingthem on the basis of context and history of operations

Supports the goal: Intensify dialogue with the client

LEGALICA

Planet of Signposts

Planet of wise men showing the rules and guidelines. Meeting them allows to eliminate the risks and initiate new, safe opportunities

Concentration, concentration, concentration. No need for a translator – they speak in a language understandable to people!

EARTH

Planet of Opportunities

That’s where out stakeholders are waiting. The place of implementing the solutions from the planets ofEPHARMACEUTICA 2015 GalaxyHave to go to work tomorrow and start implementing the changes straight away :)

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agenda_DAY ONE OF THE MISSION 5 NOVEMBER3... 2... 1... START

”Planet of Meetings”

FOLLOW ME! – CUSTOMER INSIGHT OF THE PATIENT

AND HCP IN VARIOUS COMMUNICATION CHANNELS14:30 Potential of digital channels for the pharmaceutical and health

sector – Connected Life 2014

Andrzej Olękiewicz, Strategic Account Director, TNS Polska

• Digital context of patient’s life – own models of using various equipment

for individual types of activity

• Fragmentation of communication channels

• Multiplicity of the points of contact with the brands in the decision making

process – various procurement paths depending on product category

15:00 Interactive Q&A session

15:10 Where to find a consumer seeking a medicine/medical information

on the Internet? Practical methods of using this knowledge

in e-marketing

Łucja Gdala, Managing Director, Codemedia

•Analysisofthehitstatisticsandtrafficsources:ofthebiggeste-pharmacies,

medicalportals,commercialportals

• Examples of practical application of the tools and solutions enabling the cost

effectivecommunicationtointernetusersseekingmedicalinformationonline,

i.e.:programmaticmarketing,e-merchandising,contentseeding

15:30 Interactive Q&A session

15:40 Situation today. The image of a physician, pharmacist and patient

in new media

Michał Kozłowski, Engagement Manager, IMS Health

16:10 Interactive Q&A session

16:15 Coffee break and selection of topic group

”Planet of Concrete Solutions”

16:35 Interactive topic groups – series I

• MINI-WORKSHOP:

Advanced Content Marketing techniques for the pharma

and health sector

Przemysław Mańkowski, CEO, abcZdrowie

• MINI-WORKSHOP:

Mobile for pharma – how to successfully use applications

Rafał Waśniewski, Cofounder, Softwebo

Grzegorz Jakubczyki, Cofounder, Softwebo

• MINI-WORKSHOP:

Data intelligence – how to use data generated in e-strategies

effectively – CRM, analytics and optimisation of marketing operations

with the support of analytical tools

17:30 Break to swap the topic group

17:35 Interactive topic groups – series II

18:30 End of the official part of Day I

”Planet of Pleasures”

18:40 Star Cocktail – another nice opportunity for integration and sharing experiences

21:30 Zakończenie pierwszego dnia spotkania

Chief Navigator: Mariusz Borkowski, Marketing Manager, Adamed

8:30 On-boarding and morning coffee9:00 Opening of the meeting and collective countdown to start Casper Haring, Cosmodrome Manager, Blue Business Media Aleksandra Schoen-Żmijowa, Captain Integrator, Blue Business Media We are going together to conquer ePharmaceutica 2015 Galaxy – Let’s get to know our fellow crew members!

”Planet of Inspirations”

E-HEALTH AS INSPIRATION FOR E-PHARMA9:20 “The future will be different. Really different”

Referringtothebook“TheSingularityIsNear”byRayKurtzweil,wecancertainlystate that we are approaching the 5th era of development of our civilisation. The acceleration will be so fast that “who does not go with us today” will be out of the game. What are the symptoms and consequences of this? – the key evidence and indicators and examples of applications of integrated technologies in future products in three parts!

Kazimierz Murzyn, President of the Management Board of the Foundation and Managing Director, Klaster LifeScience in Krakow • BIG Data Revolution • Mobile and applications and wereables • Inspirations for the health sector

10:00 Interactive Q&A session

”Planet of Transformations”

BE DIGITAL OR DIE - BROADER IMPLEMENTATION OF DIGITAL IN COMPANY’S STRATEGY (Digital Transformation)

10:15 Transforming Pharma Marketing in Multichannel Digital Era Gokhan Salmanoglu, Director Europe Multi-Channel Marketing Cluster Lead, Pfizer • The need for new business models and Multichannel Marketing in Pharma • How to set a successful MCM strategy and implementation plan • The evolution of MCM and future vision • Lessons learned

10:55 Interactive Q&A session11:10 Coffee break and interactive mini-fairs Innovation fair I: Innovations on e-communication and mobile communication

market for the pharma and health sector. You are welcome to visit the stands in the foyer. The short presentation will be given by the medforum stand: “Efficient marketing in 20 minutes”.

11:35 Truly Evolved Digital Organization - how to lead the company in digital direction – successful implementation factors Case study Eli Lilly Marcin Gajek, Digital Manager CEE, Eli Lilly • How to incorporate digital activities in the company’s strategy • In the direction of “Digitally active organisation” • How to overcome internal resistance – how to encourage PM and BM to enter the digital era

12:10 Interactive Q&A session12:25 Panel discussion: The areas of biggest risk and opportunities in digital and multichannel area – can the risks be avoided Moderator: Mariusz Borkowski, Business Unit Manager, Adamed Panel participants: Grzegorz Firczyk, Senior eMarketing Department Manager, Polpharma Artur Krzyżanowski, National Sales Manager, Nutricia Maciej Zakrzewski, Digital Manager Region Asia-Pacific-Eastern Europe-Middle East-Africa, Nutricia13:05 Digital strategies - methods for development thanks to systematic search for new solutions Tomasz M. Miśkiewicz PhD, Managing Partner, Assistant Professor, HealthWay, SGH • Application of analysis of business processes to generate ideas for new digital solutions • Creating the value building the involvement of target groups and acceptance of new digital solutions • Use of patient paths and prescriber paths to select the channels

13:25 Interactive Q&A session13:30 Lunch

agenda_DAY TWO OF THE MISSION 6 NOVEMBER

8.30 Morning meeting of the crew and coffee

”Planet of Synergies”

NEW OMNICHANNEL COMMUNICATION MODEL9:00 Marketing Omnichannel – Integrated communication in real dimension – synergy, penetration, supplementation Case study AZ Dialog Katarzyna Fryzik, Manager for New Communication Channels, AstraZeneca Pharma9:30 Interactive Q&A session9:40 The metamorphosis of medical conferences in a digital world Case study Virtual formats of medical society Len Starnes, Digital Healthcare Consultant, Formerly Head of Digital Marketing, Bayer Healthcare Pharma • Emerging collaborative 365 physical/virtual conference formats •Whatdigitally-nativedoctorsexpectfromtheirmedicalsocieties • Why new formats will be core channels in future multichannel10:20 Interactive Q&A session10:35 Revolution in precise outreach to patients - use of BIG DATA in practice Jakub Zieliński, Partner Zarządzający, abcZdrowie.pl •Segmentationoftheusersanditsapplicationine-marketingcommunication • How to answer the patients’ needs with the support of BIG DATA • Advanced targeting in contexts10:55 Interactive Q&A session11:00 Coffee break and interactive mini-fairs YOU ARE WELCOME AMONG OTHERS TO TEST GOOGLE GLASS Innovations Fair II: Innovations of e-communication and mobile communication market for the pharma and health sector.11:25 Digital looks for niches: E-marketing in narrow therapeutic areas Case study Actelion Pharma Krzysztof Ramzia, Marketing Manager, Actelion Pharma • Innovation or proved communication channels? – how to effectively select the communication strategy in the campaign in narrow therapeutic areas • Communication channels mix • Digital in the area of rare diseases11:55 Interactive Q&A session12:05 Multichannel communication – modern mediamix of pharmaceutical brands

Case study OnetZdrowie i Medonet

Radosław Wierzbiński, Project Manager, Media Impact Polska • Why Pharma marketing cannot live without Internet •Howtoimplementcross-mediaprojectswithon-lineapplicationeffectively • Marketing content in practice12:25 Interactive Q&A session12:30 “Freshly squeezed... profits“- can multichannel campaign be a real source of additional income today? Ewa Tomala – Żelechowska, Dyrektor strategii i rozwoju biznesu, Quality Audit House •Digitalprojectsareveryinspiringandweallagreethatitissurelythefuture of marketing • But we are here and now acting in the reality of the Polish pharmaceutical market • We should answer the question how to use effectively digital communication channel to build real brand awareness in the TG and to generate a real return on investment12:50 Lunch13:10 YOU ARE WELCOME AGAIN TO TEST GOOGLE GLASS!

”Planet of Important Moments”

HOW TO INTENSIFY DIALOGUE WITH THE CLIENTS13:45 You Tube a place for dialogue between the brand and the consumers Gosia Krasowska, Partner Manager, You Tube CEE Krystian Botko, Branding Industry Manager, Google •Importantmomentsinconsumer’slife:always-onstrategy • DoctorGoogle,i.e.howtheconsumerswanttotreatthemselves • You Tube as a platform for the dialogue between the brands andconsumers:casestudy14:15 Interactive Q&A session

14:25 How to intensify relations with the clients on the Internet –

how re-targeting may assist a pharmaceutical brand in reaching

and persuading the patients and guardians Case study Nutridrink/Neocate Maciej Zakrzewski, Digital Manager Region Asia-Pacific-Eastern Europe-Middle East-Africa, Nutricia • Traditional model of reaching the patients and guardians

•Howre-targetingchangedthetraditionaladvertisingmodel

•Advancedmethodsofusingthere-targetingtools

•Re-targetingtoolsinpractice

14:55 Interactive Q&A session15:05 Coffee break and… YOU ARE WELCOME AGAIN TO TEST GOOGLE GLASS!

”Planet of Combined Powers”

15:20 ROUND TABLES SESSION – SPECIALISTDISCUSSION GROUPS

In the spirit of sharing the experiences and inspirations you are welcome to

participate in one of the interesting round table discussions. The participants

of our meeting will be divided into several topic groups and each of them

willembarkonadifferentjourney.

The participants of individual round tables will have 35 minutes to discuss

theirtopics:5minutesforbackgroundpresentationofGroupInspirerand

30 minutes for the discussion. At the end the Inspirer will summarise the

discussion at the table.

The discussion topics include:

You Tube for the pharmaceutical sector

Krystian Botko, Industry Manager, Google

How to prepare a company to limitation of patient’s access

to a doctor?

Artur Krzyżanowski, National Sales Manager, Nutricia

New medical conference formats: Discuss and brainstorm

implications

Len Starnes, Digital Healthcare Consultant,

Formerly Head of Digital Marketing, Bayer Healthcare Pharma

Big Data & Content Marketing

Jakub Zieliński, Partner Zarządzający, abcZdrowie.pl

Marketing automation

Michał Kozłowski, Engagement Manager, IMS Health

Mobile as a dessert

Rafał Waśniewski, Co-founder, Softwebo

15:55 Summary of the discussion at round tables

”Planet of Signposts”

16:25 INTERACTIVE LEGAL SESSION

How to minimise the legal risk of marketing activities in new media

Dr Marek Świerczyński, Attorney, Baker & McKenzie Krzyżowski

i Wspólnicy

• The legal acts regulating the pharmaceutical market in the context

of Internet advertising

•Managementofsensitiveandotherdatageneratedine-campaigns

•Majorchallengesforthebusinessesindigitaldimension

16:55 Draw of free participation in the next edition of the event!

Selection of the winner among the persons present in the room

based on completed surveys

”Planet Earth”

17:00 End of the journey

INSPIRERES OF THE MISSION_

OPINIONS OF PARTICIPANTSOF PREVIOUS MISSIONS_

”As usual, BBM’s conference was at a very high professional level. I believe that the best idea of the organisers was to invite to the panel the experts, doctors, practitioners, who shared their experiences. For me personally their statements provided inspiration for new e-ideas targeted at this sector. I’m also pleased that more and more pharmaceutical companies started to build their digital- e-marketing teams. The knowledge and awareness in this area is also constantly improving. Keep going!”

Grzegorz Firczyk, Manager of e-Marketing Department, Polpharma

More about the Inspirers at: www.pharma-conferences.com/emarketing/prelegenci

Krzysztof RamziaMarketing Manager

Actelion Pharma

Marcin Gajek

Digital Manager CEE

Eli Lilly

Grzegorz FirczykSenior eMarketing DepartmentManagerPolpharma

Maciej ZakrzewskiDigital Manager RegionAsia-Pacific-Eastern Europe-Mid-dle East-AfricaNutricia

Przemysław MańkowskiCEO

abcZdrowie

Andrzej OlękiewiczStrategic Account Director

TNS Polska

Rafał WaśniewskiCofounder

Softwebo

Radosław WierzbińskiProject Manager

Media Impact Polska

Grzegorz JakubczykCofounder

Softwebo

Mariusz BorkowskiMarketing Manager

Adamed

Kazimierz MurzynPresident of the Management Board of the Foundation and Managing DirectorKlaster LifeScience

Gokhan SalmanogluDirector Europe Multi-Channel Marketing Cluster Lead

Pfizer

Len StarnesDigital Healthcare ConsultantFormerly Head of Digital MarketingBayer Healthcare Pharma

Gosia KrasowskaPartner Manager

You Tube CEE

Artur KrzyżanowskiCustomer ExcellenceDirector

Bristol Myers Squibb

Edyta Figurny-Puchalska, PhD.Managing Partner for Healthand Education Area

Onet.pl

Tomasz M. Miśkiewicz, PhD.Managing Partner, Assistant Professor

HealthWay, SGH

Krystian BotkoBranding Industry Manager

Google

Łucja GdalaManaging Director

Codemedia

Katarzyna FryzikManager for NewCommunication Channels

AstraZeneca Pharma

Dimitry Gyk, CEO, Vitagramma (Ukraine)

”For three years already I had the pleasure to spend two great autumn days in Warsaw in the company of 100 people creating the digital history of the pharmaceutical sector in Poland. I mean of course the annual e-m@rketing and mobile for pharma conference. The concentration of innovations, ideas and collective IQ is at the highest level. I’m sure that this success is the result of very precise execution by the organisers: content, speakers, topics, formats are always above expectations of the participants.”

Paweł Jurczyński, e-marketing Manager, Roche

”E-m@rketing & mobile conference organised by Blue Business Media is one of these conferences, which get better and better with each edition. This year’s edition confirmed that e-marketing on the Polish pharmaceutical market is not a theory anymore. Pharma e-marketing in Poland now concerns well developed projects with extensive KPIs reflected in real sales results”.

GOLDEN PARTNER: PARTNERS: MEDIA PARTNERS:

www.pharma-conferences.com/zglos-udzial

The detailed terms and conditions of promotions and online registration form available on the website:

More information on registration of participants:Anna Banaś I Spaceship Access Coordinatorphone 12 350 54 06, anna.banas@bbm.pl

More information on potential partnershipduring the Meeting:Anna Chrobot I External Partnership Coordinatorphone 22 256 70 35, anna.chrobot@bbm.pl

Blue Business Media Sp. z o.o. Kraków Branchul. Berka Joselewicza 21c, 31-031 Krakówphone + 48 12 35 05 400, fax + 48 12 35 05 401info@bluebusinessmedia.comwww.bbm.pl

* The workshop available only to representatives of producers and distributors

SPECIAL WORKSHOP DAY_FIRST DIGITAL BRIEF FOLLOWED BY..._

V e-m@rketing & mobile strategies for pharma4 November 2014, Hotel Courtyard by Marriott, Warsaw

9:00 Registration and morning coffee9:15 Inauguration and networking session You are welcome from the very beginning to share your inspirations and experiences9:45 The Internet is a must for Pharma marketing Rafał Waśniewski, Cofounder, Softwebo Grzegorz Jakubczyk, Cofounder, Softwebo • Online 24/7 • Follow the client •Bewater,myfriend 10:35 How to identify the needs in the selection of digital tools Tomasz M. Miśkiewicz, PhD., Managing Partner, Assistant Professor, HealthWay, SGH Sebastian Nejfeld, Digital Strategy Director, HealthWay • Selectionofthetoolsaccordingtocommunicationobjectives •Selectionofthetoolsaccordingtouserprofile • Selection of the tools according to the method of interaction with the target group11:45 Coffee break

12:00 How to write a good digital brief – we will help you to create it Marta Bąkowska, Digital Media Director, Codemedia Szczepan Okła, Group Account Director, Codemedia • Is there an ideal digital brief scenario • Why a digital brief cannot be a general strategy brief considering the brand operations in other areas13:30 Lunch14:15 Next steps – how to plan and monitor them Arleta Jabłońska, Agency Sales Director, Media Impact Paweł Gołos, Agency Sales Director, Media Impact Polska • How to start the planning of the campaign and how to prepare for it • Planning process in the context of reaching a determined target group • Monitoring and effectiveness of the campaign/optimisation15:15 First digital brief followed by... Artur Krzyżanowski, National Sales Manager, Media Impact Ewa Żelechowska, Strategy and Busines Developement Director, Media Impact Michał Tołkacz, Managing Partner, Quality Audit House16:15 The end

Rafał WaśniewskiCofounder

Softwebo

Grzegorz JakubczykCofounder

Softwebo

Tomasz M. Miśkiewicz, PhD.Managing Partner, Assistant Professor

HealthWay, SGH

Marta BąkowskaDigital MediaDirector

Codemedia

Arleta JabłońskaAgency Sales Manager

Media Impact

Sebastian NejfeldDigital StrategyDirector

HealthWay

Szczepan OkłaGroup AccountDirector

Codemedia

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