Registration and Morning Coffee

Opening Remarks From The Chair

Implementing Omnichannel HCP Engagement Strategies Across Global Markets

Maria Nieves Alvarado

Share insights on how to successfully implement omnichannel HCP engagement strategies across various international markets, ensuring consistency and effectiveness.

- Setting the foundation with a comprehensive strategy
- Driving cultural change from the top-down
- Achieving alignment across divisions
- Ensure localization of content for market relevance
- Foster cross-functional collaboration for success

Maria Nieves Alvarado

Associate Director, Omnichannel Marketing Excellence

Astellas

The Path to Personalization in an Always-on World

Philippe Kirby

In an always-on world what are the capabilities and tactics that Pharma must put into play to effectively engage their customers and to personalize their interactions?

- Personalization starts with the 1st engagement
- The importance of 1st party data in enabling personalization
- Ecosystem thinking to drive a seamless experience
- Technology yes, but also people and process

Philippe Kirby

Global Head of Channel Engagement & Execution

MSD

Sponsored Speaking Slot

Coffee Break

Learning of an Alchemist: Forging Gold From Lead in HCP Engagement Through Cross-Departmental Synergies. A Local Perspective.

Rodolphe Janssens

Our journey of digital transformation within a biotech affiliate is somewhat akin to the work of an alchemist. It confronts the challenge of moving away from traditional practices towards a more innovative and efficient model. We aim to transform these 'lead' elements, like our entrenched practices and divergent priorities, into 'gold', thereby enhancing our competitiveness.

This presentation will share insights and reflections on fostering effective collaboration across departments, countries, and within the global/local framework. We will focus on the practical elements of transformation: how we can accelerate the transition, increase adoption of new capabilities, and emphasize that the true north of these changes are where it should always be: customer-centric.

° Setting the scene: a midsize market
° Product-centricity, customer-centricity and competitiveness
° Alchemy in action
° Translating with flexibility the global model
° Accelerators at local level
° From lead to gold: did the chemisty work?

Rodolphe Janssens

Director Commercial Operations

Gilead Sciences

The New Pharmaceutical Commercial Model: How to Balance "Boots on the Ground" And The New Digital Tools?

Mathieu Gilbert

Why is it so difficult to evolve our commercial model in the pharmaceutical industry? What are the barriers to change that are slowing down our efforts? Despite years of discussions, investments and effort, our industry has still not been able to crack the code of a more integrated commercial model, where technology and people really bring out the best in each. Have we really been trying to profoundly change our organizations? Have we just been adding extra layers and systems? How can we really and deeply transform our mindset to unlock the potential of having different channels tailored to all of our customers.

A perspective from affiliate and from HQ.

1) Why so resistant to change?
2) Going back to basics - resisting the "shiny new toy" syndrome, or process over system.
3) Lets break barriers between functions - really

Mathieu Gilbert

EX Vice President Strategic Projects

Novo Nordisk

How to Get Your Field Team Excited About Omnichannel Plan

Rick Hollis

Just imagine! Your field teams are excited and engaged in your omnichannel plans. They were once the forgotten powerhouse of pharma promotion. But now, they rise again to become the engine of customer insights and personalisation that will truly be the difference between success and bland blah blah blah messages of same old same old.

In this session we will explore ways to engage, excite and involve your field teams in the implementation and delivery of the brand customer engagement plan. We will discuss why it is field insights that will make the difference, to help the entire brand team to personalize the communications to specific customers that really resonate.

• Why field teams are integral to success - Who do you think you are talking to?
• What do they need? Collaboration
• Hero events and touch point journeys
• Insights = personalisation
• Close the loop & leave them satisfied

Rick Hollis

Customer and Business Excellence Director

Ipsen

Lunch

Digital Analytics: Enabling Teams to Understand and not be Threatened by AI Technology in Customer Engagement.

Sergio Cortes Abad

In today's rapidly evolving digital landscape, the integration of AI technology has become inevitable. However, the fear of AI replacing human roles often looms large, hindering its seamless adoption. This talk willunravel this complexity and shed light on strategies to enable teams not only to understand but to embrace AI's potential without apprehension.

Through this discussion, we will explore practical approaches and transformative insights aimed at fostering a harmonious collaboration between human intelligence and AI capabilities. Join this talk on this journey to discover how teams can leverage AI as an invaluable tool rather than view it as a threat in revolutionizing customer engagement experiences.

- Understanding AI's Role: Importance of educating teams about AI's role in customer engagement, highlighting its augmentative nature rather than a replacement for human capabilities.

-Fostering Collaboration: Encouraging collaboration between AI systems and human teams would be a key focus, stressing the synergy that arises when both work in tandem to enhance customer experiences.

-Building Trust and Confidence: The talk underscored strategies to build trust and confidence among teams regarding AI, illustrating how transparency and open communication are vital in this process.

-Continuous Learning and Adaptation: Continuous learning and adaptation, emphasizing that teams should evolve alongside AI technology to leverage its full potential in customer engagement.

Sergio Cortes

Corporate Director Digital Business, Operational Excellence & Customer Experience

Ferrer

Building Organizational Digital Fluency to Reshape Pharma Customer Engagement

Hugo Barbosa

As an industry our life before COVID-19 was easier! Our entire commercial model was based on the number of F2F calls we needed in order to maximize the value of each customer. But then... Suddenly, we saw ourselves in a situation where we could not engage physically with our customers and this brought digital to be a top priority.
In that sense, a new hybrid engagement model, that evolved during this period, blends both in-person and digital engagements!
Now, while no one knows exactly how the right blend looks like... one think seems to be clear: a trend for a personalized approach taking into account each individual customer, his digital and scientific profile, his preferences, his activity etc
However, personalization is a complex task, it takes deep knowledge of the customer, and perfect visibility to his entire experience.
It is such an amount of information that can´t simply be managed by a person or a team.
Because it has implications not only in technology but also in ways of working, Metrics, Leadership, Culture and Capabilities, successful omnichannel engagement, at scale, requires a certain level of Digital Fluency.

Bullet Points:

- Introduction

- Digital Fluency Concept
- Digital Fluency Dimensions
Digital Foundations
Digital operations
Digital leadership Culture
Workforce technology quotient
- Where are we as an industry
- Where to Focus Moving Forward

Hugo Barbosa

EU Customer Omnichannel Director

ViiV Healthcare

Coffee Break

Reimagining Healthcare: Harnessing the Power of Generative AI and Data Insights

Daniel Viriato

Specific examples on how pharma industry is embedding Gen AI and data insights to improve decision making processes, efficiencies and strategies, and how can we further use these tools to improve healthcare systems and patient outcomes.

Daniel Viriato

Head of Oncology

Novartis

Panel Discussion: Master Pre & Early-Launch KOL Engagement Through Channel & Content Excellence

Claude Waddington

The pharmaceutical landscape is rapidly transforming, and it has become increasingly crucial for companies to adopt omnichannel marketing strategies while fostering early relationships with KOLs and DOLs. This expert panel discussion aims to delve into current industry trends, share effective strategies, and uncover ground-breaking solutions that can help you optimize omnichannel marketing efforts and cultivate influential KOL alliances to boost your pharmaceutical launches and market presence.

Panel Discussion Format:

The panel discussion will feature a moderator introducing the topic and guiding the conversation among panellists. Each panellist will share their expertise and experiences, followed by a Q&A session where attendees can ask questions and engage with the experts.

Key Talking Points: 

1. KOL Journey Mapping: How to identify critical touchpoints and create seamless, personalized experiences across channels
2. Channel Integration and Consistency: Strategies for ensuring a unified brand presence and messaging across all platforms 
3. Data-Driven Personalization: Leveraging AI and analytics to tailor content and drive engagement 
4. KOL Identification and Engagement: Building meaningful relationships with influencers to enhance credibility and reach 
5. Content Strategy and Co-Creation: Developing valuable, engaging content in collaboration with KOLs 
6. Compliance and Regulatory Considerations: Navigating the complex landscape while executing impactful campaigns 
7. Performance Metrics and Measurement: Tracking success, optimizing strategies, and ensuring continuous improvement 

Moderator:

Claude Waddington

MD & Principal Consultant Commercial Strategy

The Palindromic

Panelists

Hugo Barbosa

EU Customer Omnichannel Director

Viiv Healthcare

Christian Wöckel

Head of RSV Franchise @Vaccines Germany

Sanofi

Prasant Vijayakumar

Head of Content Strategy and Enablement

Viseven

Final Roundtable

Closing Coffee Break

Bus/Boat Sightseeing - Hippo Trip

Join us on a fun amphibious tour of Lisbon.
Pickup - Sana Metropolitan Hotel
Drop-off - Sana Metropolitan Hotel

Lunch