Tuesday, March 5, 2013

#ePharma Day 2: Opening remarks & Annual Thought Leader Panel

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ePharma Summit Day 2 has begun! We kicked off this morning with opening remarks from the event chair, Paul Ivans.

“The way that we market and promote our products is going to change,” said Paul Ivans. How to scale multichannel marketing to integrating video for helping our patients get better products will be the issues that we have to face in the future. Ivans also highlighted that not only are the times changing, but they’re changing dramatically. It’s not just our customers or channels that are changing, it’s our entire healthcare system. From the ACA to how people get paid to how patients are treated, so where does that leave us? We too must evolve, as marketers, as patients, as HCPs. Many institutions are already testing devices to treat patients digitally, so what will a a visit to the doctors office look like in the future? As as the times begin to change, so will the content. Will you have the tools and data to keep up?

Next up, Ivans lead the Annual Thought Leader Panel: Views from the Executive Suite.

Panelists included: 

Charlotte McKines, Global VP Marketing Communications and Channel Strategies, Merck & Co. Inc.
Cavan Redmond, CEO, WebMD; Former Group President, Pfizer
Nancy Phelan, VP, Customer Strategy and Operations, Bristol-Myers Squibb Company
Anthony D. Slonim, MD, DrPH, Executive Vice President/Chief Medical Officer, Barnabas Health
Roger C. Holstein, Chief Executive Officer, Healthgrades

The panel covered topics such as patient engagement, what it means to be a digital marketer, and how the roles of HCPs will change in the future. The panel also discussed the simple fact, do physicians want to be sold OR educated?  And also, are we looking at this new healthcare system with the correct lense? It's important to pick up these subtle changes that are taking place, because they will ultimately determine the future of our healthcare system. With technology rising in the pharma industry, patients are educating themselves, but it's important they're educating themselves with content that is accurate. And lastly, one of the most important things to remember for the future is that there's a role for education both the consumer AND physician. 

The session concluded with Christine Sakdalan, VP Diabetes Marketing, Patient Centric Strategy and Solutions, Novo Nordisk on Making the Move into Digital: Lessons Learned from a Digital Outsider and Insider. Sakdalan shared two case studies both producing actions and results. Both also featured an integrated marketing approach to building brands. Campaigns have changed drastically, and online channels allow for greater growth, especially through patient empowerment. The session also advised us to leverage as many channels as possible, and optimizing is key!

Stay tuned for more updates throughout the day and don't for live coverage, follow us on twitter @ePharma!
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