Future Pharma 2024
June 25 - 27, 2024
The Westin Copley Place, Boston, MA
Day Two: September 10, 2019
Connecting Marketing & Sales in the New Digital Era
7:15 am - 8:00 am
Registration and Networking Breakfast
8:00 am - 8:05 am
Welcome Remarks
Charleen Ring -
Program Director,
Future Pharma
8:05 am - 8:10 am
Opening Remarks by the Conference Chair
Brian Peters -
Vice President, Marketing & Sales,
Medexus Pharma
Interested in chairing Day 2? Contact Alicia Upchurch at 646.200.7452 or alicia.upchurch@wbresearch.com
8:10 am - 8:45 am
Keynote: Faster, Smarter, Bigger……..Better Together!
Melissa Saw -
Global Head, Digital Partnerships,
Bayer
Stefani Klaskow -
Head of Industry, Healthcare,
Google
To kick off Day 2, Melissa Saw, Associate Director of Digital Transformation and Stefanie Klaskow, the Head of Industry, Healthcare at Google will take the stage for a joint presentation to talk digital trends and power of their partnership – the why, the what and the how.
- Discuss digital trends that impact pharma
- Deep-dive into the building successful partnerships
- Q&A
8:45 am - 9:15 am
Overcoming Internal Battles by Connecting Marketing and Sales in The New Digital Era
Brian Peters -
Vice President, Marketing & Sales,
Medexus Pharma
Joe Renda -
Vice President, Autoimmune & Rare Diseases Sales,
Mallinckrodt Pharmaceuticals
Jon Zwinski -
SVP, Sales,
Chiesi
It wouldn’t be Future Pharma without bringing marketing and sales together for our signature panel. This year, our executive marketing and sale panelists will share their insights into what the next generation of commercial pharma looks like.
- Discuss top challenges around bridging the gap between marketing and sales
- Sharing our “AHA” moments and success stories
- Industry projections – where is this relationship headed?
9:15 am - 9:35 am
Keynote: Crossing Transformation’s Chasm
Anu McFreen -
Director, Global Sales Strategy & Operations Transformation,
Eli Lilly
Well-recognized comfort levels within highly successful pharmaceutical companies can and should be disrupted. Commercial leaders within our regulated industry benefit from standing up new, high performing business models within their existing business.
9:35 am - 9:55 am
Case Study: Patient/Customer Experience & Design Thinking
Amy West -
Head of US Digital Health Strategy,
Novo Nordisk
With an increased focus on managing costs and improving outcomes, and emerging digital tools helping to capture real-time data, there is an increasing onus on pharmaceutical companies to demonstrate the real-world value of products to payers, providers and ultimately to patients.
Any value demonstration for patients must consider their overall experience when engaging with a pharmaceutical company and obtaining and using products. Enter – design thinking.
Design thinking is a human-centered approach to innovation and product development that takes patients’ needs into account to create offerings that improve patient experience and engagement while meeting business objectives. This session will provide an introduction to design thinking as a general discipline and illustrate how it can be applied to better meet the needs of patients at key touchpoints of their treatment journey.
● Define the key concepts of design thinking
● Learn how design thinking can help meet the unique needs of patients along their treatment journey and as they engage with pharmaceutical companies
● Become equipped to build your own design thinking framework and apply it to real world situations
9:55 am - 10:35 am
Networking and Refreshment Break in the Solutions Zone
10:35 am - 10:55 am
Keynote: Hire the BEST talent, and SPARQ their development
Deb Schnell -
Managing Director,
Mix Talent
Dr. Chad Thompson PhD -
Principal,
Mix Talent
10:55 am - 11:25 am
Panel: Delivering Personalized Digital Experiences to Your Customers With Insights & Analytics
Neal Bloomfield -
Executive Director, Commercial Systems,
Horizon Pharma
Andy Shaughnessy -
Director, Customer Experience and Optimization,
GlaxoSmithKline
Erin DeRuggiero -
Co-President, Chief Commercial Officer,
TI Health
Customer experience is imperative in today’s healthcare landscape – especially with Amazon looming over the industry. Pharma is fine-tuning the best strategies to connect with their customers in a way that their customers expect, want, and will result in increased business. The answer to this seems to fall heavily within digital channels. Pharma continues to invest in data/insights, AI, machine learning, and social listening technologies in order to better understand their customers and deliver that personalized content to the right person, at the right time, with the right message.
• Getting to know your customer on a deeper level
• Using digital insights to deliver the best personalized experience
• A look at where digital personalization is headed in pharma
10:55 am - 11:45 am
Invitation-Only Field VP Roundtable
Joe Renda -
Vice President, Autoimmune & Rare Diseases Sales,
Mallinckrodt Pharmaceuticals
Open forum: please bring with you 1-2 obstacles/issues you are struggling with and we as a group will prioritize and brainstorm together using our collective leadership success.
11:25 am - 12:05 pm
New Product Launch Lightning Rounds
Ciaran Byrne -
Global Marketing – Brand Product Manager,
Abbott
Kate Reedy -
Senior Director, Neurology Marketing,
Alexion Pharmaceuticals
Helen Chang -
Senior Director Marketing,
Mallinckrodt Pharmaceuticals
Cameron Peebles -
CMO,
inMarket
New Product Launch Lightning Rounds
During this session, you will hear from three launch leaders, as they map out their product’s journey, from launch planning to launch excellence. Each will share how they maximized their resources within the constraints of the industry, how they competed with limited resources, and how they successfully navigated their launch. Each speaker will get 8 minutes to share their story, followed by a panel and Q&A.
Lightening Round #1The Successful Launch of a Monoclonal Antibody into a Densely Genericized Market
Kate Reedy, Senior Director, Neurology Marketing, Alexion Pharmaceuticals
Lightening Round #2 Multi-channel Marketing of a Key Medical Device Clinical Study: A Case Study
Ciaran Byrne, Global Marketing – Brand Product Manager, Abbott
Lightening Round #3 Best Practices/Case Studies for Diagnosis Identification and Engagement at Treatment Locations Via Mobile
Cameron V. Peebles, CMO, inMarket
Lightening Round #4 Beyond 80/20
Helen Chang, Senior Director Marketing, Mallinckrodt Pharmaceuticals
12:05 pm - 12:25 pm
Panel: Launch Candor to Launch Excellence
Ciaran Byrne -
Global Marketing – Brand Product Manager,
Abbott
Kate Reedy -
Senior Director, Neurology Marketing,
Alexion Pharmaceuticals
Helen Chang -
Senior Director Marketing,
Mallinckrodt Pharmaceuticals
Following our Launch Planning to Launch Excellence Case Studies, our speakers will join fellow experts on the stage to speak more candidly about the launch stories they’ve just shared, and why transparency and communication was the biggest factor in their success. This is your opportunity to ask questions and join in on the conversation.
In the next 3-4 years, there will be more drug launches than there have been in the past 19! So now more than ever, companies need to ensure they’re doing everything they possibly can to bring their drugs to market successfully. Without candid communications and transparency amongst your team, the likelihood of something going wrong increases. Our panel will share tips on:
• Why cross-functional communication is a must!
• Ensuring the flow of information is seamless across the organization
• Identifying and mitigating risks as early as possible
• Completing a post-mortem analysis to identify what worked and what didn’t
12:25 pm - 12:45 pm
If You Miss This Talk, Your Organization's Tomorrow Won't Be As Good As It Could Be
Ben Locwin -
Healthcare Futurist, SVP, Quality,
Lumicell
As has been famously said, "prediction is difficult, especially about the future." In this charged keynote, we will help you hone your "BS Detector" and think more critically about what will -- and maybe more importantly, what won't -- matter in the future of pharma.
• What the future of pharma looks like -- The future from the perspective of a Futurist
• How to be a better predictor of the future
• The accuracy of the quantified self and creating false conditions in people
• As digital becomes more and more the 'now,' what does that mean for 'what's next'?
12:45 pm - 1:45 pm
Lunch for All Attendees
12:45 pm - 1:45 pm
Private Lunch – Hosted by Underscore Marketing
Oliver Nelson -
VP Global Integrated Media,
Underscore Marketing
Dave Ruppel -
VP, Insights,
Underscore Marketing
PRIVATE LUNCH – HOSTED BY Underscore Marketing
Private Lunch Timeline: Underscore Marketing
Theme: Capitalizing on the Emerging Media Marketplace
Key Topics Include:
· Advances in payer marketing media; trends, common myths, media options
· Marketing data infrastructure and alignment with media infrastructure
Moderators: Oliver Nelson, VP Global Integrated Media and Dave Ruppel, VP, Insights
We hope that you will join us to network in this comfortable environment and discuss some of the greatest challenges and opportunities in the media today. PLUS…we’re giving away 2 free media audits (winners choice of media area) and a grand prize Media Design (media strategy review and overview of new recommendations) to one of our selected VIPs!
Oliver Nelson
VP Global Integrated MediaUnderscore Marketing
Dave Ruppel
VP, InsightsUnderscore Marketing
1:45 pm - 2:05 pm
Keynote: Why You Are Doing Digital Health Wrong: Cracking The Code for Success
Beth Schurman -
Partner,
Herspiegel Consulting
Chris Taber -
Principal,
Herspiegel Consulting
2:05 pm - 2:25 pm
Case Study: Engaging and Activating Patients Across The Spectrum to Elevate Awareness and Education
Sandra Sexton -
Director, Consumer Marketing,
Regeneron Pharmaceuticals
2:25 pm - 2:45 pm
Keynote: Personalized Medicine “Pricing a Cure”
Ignacio Quiles Lara -
Executive Director, Marketing & Commercial Operations,
AbbVie
In the new era of personalized medicine matching the right patient with the right area requires cross-functional stakeholders’ collaboration (pharma, health care practitioners, diagnostic, patients, suppliers, public institutions, tech innovators,...), as relationships are changing dramatically. Understand how all of us can collaborate, combine strengths and establish a true partnership that will lead to better patient outcomes and cost-effective healthcare solutions. Although the new therapies aim to fix the root causes of disease with a single dose, replacing a lifetime of conventional costly drugs, the prospect of upfront high cost is already stirring pushback. We all need a cross-functional system to be able to adapt and to ensure the breakthroughs get to patients who desperately need them, but also sharing risks and plants.
Which is the new Industry Value Network Partners for Collaborative Care? How can pharma create value through partnerships going beyond medicine?
2:45 pm - 3:05 pm
Keynote: Comprehensive Prior Authorization Support to Help Impact More Patients
Austin Raper Ph.D. -
Health Care Writer,
CoverMyMeds
Dan Kelly -
Clinical Pharmacist,
CoverMyMeds
The prior authorization (PA) process can present patients with unique access challenges depending on the relative complexity and expense of their prescribed medications. This presentation details various aspects of the PA process and associated difficulties for patients, along with innovations that can assist patients throughout medication access.
3:05 pm - 3:25 pm
BRAVE NEW WORDS: How the Future of Tech-Mediated Doctor-Patient Relationships May Arrest or Accelerate a Healthcare Communications Revolution at Mid-Stream
Joe Gattuso -
EVP, Director of Strategic Planning,
McCann Health Echo
3:25 pm - 4:05 pm
Afternoon Networking & Refreshment Break
4:05 pm - 4:25 pm
Keynote: The Cord Cutters are Coming – Is Your Brand Ready?
Kacey Moore -
Director, Consumer Marketing,
Amgen
Are you still spending 80% of your DTC budget on traditional TV? It may be time to rethink that strategy. By 2022 it’s estimated that more than 20% of the US adult population… more than 55 million people… will no longer have traditional paid TV/Cable services. Even those who have traditional TV are rapidly shifting to access the majority of their content over streaming and social platforms. As your consumers move into this cluttered and complex space – do you have the tools you need to get noticed? Hear from our experts about upcoming trends, and how your content strategy and team capabilities can shift to improve your ability to win in the new landscape.
4:25 pm - 4:35 pm
Spotlight: Impact of Recreational Marijuana on Pharmaceuticals
Jason Morhart -
Director, Marketing Strategy,
Astellas
4:35 pm - 4:55 pm
Health Economics Outcomes Research Initiative
Marc Claussen -
Senior Director, Market Access,
Chiesi
The healthcare industry is in a state of flux for providers, payers and pharmaceutical companies, and everyone is working to adjust to the changing market dynamics. This trend is due in part to unsustainable rising costs and other factors surrounding Affordable Care Act regulations and pending legislative and agency actions. While all parties are struggling to adapt in the evolving health climate, patients are taking on more costs, and providers are being asked to demonstrate quality more than ever before.
