Основные выводы с конференции Digital Pharma East 2022: новые тренды в фармацевтической индустрии

Digital-конференции
Содержание
  1. Understanding Customer Needs through Content and Engagement
  2. Real World Data & Real World Evidence
  3. Going all in on AI & technology in a Start-up Launch within Medical Affairs, Can it Work?
  4. Michelle Bridenbaker Global Medical Affairs Idorsia Pharmaceuticals
  5. Georgios Stamatas Research Associate Director, Essential Health Translational Science Johnson & Johnson
  6. Naghmeh Ghazaleh Principal Data scientist, Pharma development , Personalized Health Care (PHC) Roche
  7. A RBM PoC project to assess suitability of RWD as RWE for CTs
  8. Aldir Medeiros Filho Former Senior Project Manager — Data Sciences Department Mitsubishi Tanabe Pharma Europe Ltd
  9. Preparing for the Future
  10. Feed the Omnichannel Marketing Machine With Modular Content
  11. Monitoring the Performance of the Assets You Create
  12. Информация о регистрации
  13. Data Integration, IoT and Cloud
  14. Intelligent factory line clearance using AI and Augment Reality.
  15. Leif Elgaard Hoj Chief Technology Officer BM TechX
  16. Ismael Gauci Personalised Healthcare Strategy & Business Enablement Leader Roche
  17. Mario Lois Global General Manager, WH Artificial Intelligence & Applied Research GE Healthcare
  18. Mark Milton-Edwards Head of Health Solutions — Digital Health Teva Pharmaceuticals
  19. Digital Health in Pharma & Collaboration
  20. Corina Cora Brand Manager Takeda
  21. Pelin Icil Regional Marketing & Business Development Manager Boston Scientific
  22. Martin Holm-Petersen CEO Insife
  23. Mark Milton-Edwards Head of Health Solutions — Digital Health Teva Pharmaceuticals
  24. Pelin Icil Regional Marketing & Business Development Manager Boston Scientific
  25. Corina Cora Brand Manager Takeda
  26. Neeraj Goel Mittal Senior Director — Global Data, Analytics & AI (ViiV Healthcare) GSK
  27. Mark Duman Director MD Healthcare Consultants
  28. Shruthi Bharadwaj Head, Science and Technology Intelligence Sanofi
  29. Data Science, Big Data & Informatics
  30. Designing a Data Ecosystem: a Data Product approach
  31. Rafael Laffarga Head of ERP Analytics Finance Roche
  32. Thierry Dorval Head of Data Sciences & Data Management Servier
  33. Panel discussion: How Global Pharma is using AI and Machine Learning for success?
  34. Florent Hassen Global Data Science & Artificial Intelligence Lead F. Hoffmann-La Roche
  35. Thierry Dorval Head of Data Sciences & Data Management Servier
  36. Irena Brookes-Smith Head of Healthcare Analytics AstraZeneca
  37. Francis Crawley Executive Director Good Clinical Practice Alliance — Europe (GCPA)
  38. Alain Bindels Innovation & Technology Leader Roche
  39. Выступающие эксперты
  40. Вопрос-ответ:
  41. Какие темы будут освещены на конференции Digital Pharma?
  42. Какие спикеры выступят на конференции Digital Pharma?
  43. Какова стоимость участия в конференции Digital Pharma?
  44. Цель и основные темы конференции
  45. Risk vs. Reward in Digital Transformation
  46. Важное событие: конференция Digital Pharma
  47. Measuring Impact Across the Organization
  48. Спонсоры и партнеры

Understanding Customer Needs through Content and Engagement

Pharma companies lag in digital engagement as an industry. This isn’t surprising: data-heavy pharma content isn’t something most people would find entertaining or engaging.

However, pharma marketers are trying to catch up. They want to create content that is interesting and engaging and tailored to their audience’s specific needs. Good content should change behavior, assisting HCPs in making informed decisions that improve patient outcomes.

For example, as a cybersecurity professional, my work has helped empower our customer companies with solutions and insights that enable secure, compliant communications, whether for HCP or DTC (direct-to-consumer) use. Though effective for customer communications, tools like social media and WhatsApp are extremely vulnerable to cyberattacks and compliance risks. It is our responsibility as cyber professionals to help highly-regulated companies safeguard their data and systems.

Likewise, other digital leaders have a lot of insight into how customers interact with their brands online. By understanding the customer journey and using data to segment customers, they can create targeted campaigns encouraging the desired behavior.

This is especially important for pharmaceutical companies, as there is an excellent opportunity to use digital channels to increase patient adherence and improve outcomes. Digital campaigns that engage patients in their treatment journey and provide support can significantly impact patient behavior. A great example is AstraZeneca’s use of Spotify Playlist for their Patient-Centered Assessment Method (PCAM).

Innovation is key in digital marketing, as users constantly look for something new and engaging. Products that encourage interaction with the brand can help customers feel connected and heard, which leads to an increase in loyalty. The goal is to help customers make the journey from awareness to action and beyond, creating a lasting impact on their behavior.

However, content aimed at HCPs can’t only be good – it also needs to be compliant. This is where a balance needs to be struck.

Real World Data & Real World Evidence

  • 09:00
  • Going all in on AI & technology in a Start-up Launch within Medical Affairs, Can it Work?

    Artificial Intelligence is used in many aspects of our daily work in Pharma. Given the large financial investment and how time intensive such projects can be, the business case, vision, and utility need to be tailored to and in line with business needs. This case study will focus upon the deliberate use of AI in a start-up to help improve call center quality, multi-lingual translation, and improved insights collection to accelerate the global launch of our medical affairs services

    • Concrete examples of applied AI in Medical Affairs for successful business launch (e.g., quality monitoring, translations, and performance & customer insights)
    • Optimizing limited global resources at launch with carefully selected AI tools
    • Using real time data to quickly pivot the business where customer need exists

      Presentation

    Michelle Bridenbaker

    Global Medical Affairs
    Idorsia Pharmaceuticals

  • 09:30
  • Georgios Stamatas

    Research Associate Director, Essential Health Translational Science
    Johnson & Johnson

  • 10:00
  • Naghmeh Ghazaleh

    Principal Data scientist, Pharma development , Personalized Health Care (PHC)
    Roche

  • 10:30
  • 10:50
  • A RBM PoC project to assess suitability of RWD as RWE for CTs

    • Tool set: triad python & pandas & Google Collab
    • Population: 7 million (295 cities)/32 variables
    • 27 monthly iterations so far
    • 08 governmental open-source datasets
    • Challenges and learnings using the triad as a ClinOps managerial tool for CTs.
    • Challenges and learnings for feasibility studies of clinical program development & CTs intending to use RWD and/or Machine Learning.

      Presentation

    Aldir Medeiros Filho

    Former Senior Project Manager — Data Sciences Department
    Mitsubishi Tanabe Pharma Europe Ltd

Preparing for the Future

Understanding customer needs, measuring impact, and balancing risk vs. reward in digital transformation – these and more are what enterprises in the pharmaceutical industry should focus on in the coming years. But as customer demand continues to evolve, pharma companies must realize that technology is also providing them the means to meet these demands.

Digital channels enable pharma companies to engage HCPs to get unbiased perspectives and up-to-date data, so long as they ensure compliance. Two-way communication tools like WhatsApp and social media can be used to their full potential when the risks that come with them are taken care of.

We had a great time at the Digital Pharma Advances Conference in London, and we can’t wait to go back next year!

Feed the Omnichannel Marketing Machine With Modular Content

For healthcare marketers to have an omnichannel approach, they must first understand what that entails — and what it means for their brand. Within the pharma landscape, omnichannel marketing is the integration and cooperation of the various channels organizations use to interact with the customer to create a consistent brand experience.

To create an effective omnichannel marketing machine, you, first and foremost, need to have the content to make it happen. Companies need to adjust how their content is created to have a continuous supply of content to feed into the system. This is where modular content comes in. To give you the Reader’s Digest version, modular content means pre-approved blocks of content or modules used to create marketing assets. These modules can be reused and automatically updated across channels and aligned with channel-specific attributes and structure with no changes for MLR approvals. 

There are many benefits to such an approach. You can reduce time-to-market, achieve higher levels of personalization, and lower your costs, all while increasing efficiency. If this is something you want to implement in your business, be sure to reach out to us so we can provide you with a consultation on the best ways to get started and create modular content geared toward your specific needs. 

Monitoring the Performance of the Assets You Create

In the previous section, we talked about creating content, but you also need to constantly monitor key metrics to understand how well you are doing and what impact your content is having. For example, you need to know how much content you are creating, how long it takes you to create each asset, the engagement level, and many other things. At the conference, we learned that 59% of HCPs receive only one asset, or tactic, within a quarter. If you can send out at least three tactics, you can increase your value 5X. 

If you want to optimize your assets’ performance, you need to assess their historical performance. This can be done by: 

  • Monitoring the entire ecosystem of HCP addressable marketing
  • Looking at the performance of each asset and how they work together
  • Analyze the incremental impact at the content level
  • Assessing the results by various HCP audience segments 

Viseven is Ready to Help You Create a Robust Omnichannel Marketing System 

We were thrilled to meet everybody at this year’s conference, and we hope you enjoyed the goody bags we handed out, especially Picasso, the wooden interlocking puzzle. If you have not already done so, be sure to share how well you completed the puzzle on social media with the hashtag #modularcontent. 

If you are looking to implement modular content and would like to know about our capabilities in this space, please fill out the form below — our experts will reach you out shortly.  

Информация о регистрации

Уважаемые участники конференции Digital Pharma!

Мы рады пригласить вас принять участие в нашей конференции, посвященной новейшим технологиям и трендам в фармацевтической индустрии. Чтобы зарегистрироваться и стать участником нашего мероприятия, вам необходимо выполнить следующие шаги:

  1. Перейти на сайт конференции Digital Pharma.
  2. Нажать на кнопку «Регистрация» или «Зарегистрироваться».
  3. Заполнить регистрационную форму, указав свое имя, фамилию, должность, компанию и контактные данные.
  4. Оплатить участие в конференции согласно указанным на сайте инструкциям.

После успешной регистрации вы получите подтверждение на указанный вами электронный адрес. В случае возникновения вопросов или проблем с регистрацией, пожалуйста, свяжитесь с нашей службой поддержки.

Дата и место проведения:

Дата: 1-3 июня 2022 года
Место: Конференц-центр «Digital Pharma», г. Москва, ул. Профсоюзная, 123

Спасибо за ваше внимание и надеемся на встречу с вами на Digital Pharma!

Data Integration, IoT and Cloud

  • 11:20
  • Intelligent factory line clearance using AI and Augment Reality.

    Conducting a factory line clearance in a pharmaceutical manufactory requires detailed SOPs with procedures that can be difficult to both conduct and document execution of.

    In this session we present a way to use a combination of Spatial AI, Computer Vision combined with Synthetic data and augmented reality to both increase quality of cleaning and documentation of execution.

    •  Spatial AI
    • Computer vision
    • Synthetic data
    • Augmented reality

      Presentation

    Leif Elgaard Hoj

    Chief Technology Officer
    BM TechX

  • 11:50
  • Ismael Gauci

    Personalised Healthcare Strategy & Business Enablement Leader
    Roche

  • 12:20
  • Mario Lois

    Global General Manager, WH Artificial Intelligence & Applied Research
    GE Healthcare

  • 12:50
  • 13:30
  • Mark Milton-Edwards

    Head of Health Solutions — Digital Health
    Teva Pharmaceuticals

Digital Health in Pharma & Collaboration

  • 14:00
  • Corina Cora

    Brand Manager
    Takeda

  • 14:30
  • Pelin Icil

    Regional Marketing & Business Development Manager
    Boston Scientific

  • 15:00
  • Martin Holm-Petersen

    CEO
    Insife

  • 15:30
  • 15:50
    • Why is it important for pharma and healthcare to work together?
    • The changing patient behaviour in the digital era
    • Why is it essential to be prompt in identifying and addressing the patient’s needs?
    • How will digitization help bring patients on board?
    • Progress made by companies so far
    • Strategies to be adopted to increase patient –company data flow

    Mark Milton-Edwards

    Head of Health Solutions — Digital Health
    Teva Pharmaceuticals

    Pelin Icil

    Regional Marketing & Business Development Manager
    Boston Scientific

    Corina Cora

    Brand Manager
    Takeda

    Neeraj Goel Mittal

    Senior Director — Global Data, Analytics & AI (ViiV Healthcare)
    GSK

    Mark Duman

    Director
    MD Healthcare Consultants

  • 16:20
  • Shruthi Bharadwaj

    Head, Science and Technology Intelligence
    Sanofi

  • 16:50

Data Science, Big Data & Informatics

  • 15:40
  • Designing a Data Ecosystem: a Data Product approach

    • Importance of Translational informatics platform in R&D
    • Why is it necessary to adopt TI in the resource –constrained world
    • Challenges ahead and moving forward

      Presentation

    Rafael Laffarga

    Head of ERP Analytics Finance
    Roche

  • 16:10
  • Thierry Dorval

    Head of Data Sciences & Data Management
    Servier

  • 16:40
  • Panel discussion: How Global Pharma is using AI and Machine Learning for success?

    • Innovation in Big-Pharma
    • AI enabled business models in R&D
    • Achieving full potential of AI to boost Drug Discovery and Development
    • AI has the capacity to radically reduce the uncertainty in both early and late-stage drug discovery and development

    Florent Hassen

    Global Data Science & Artificial Intelligence Lead
    F. Hoffmann-La Roche

    Thierry Dorval

    Head of Data Sciences & Data Management
    Servier

    Irena Brookes-Smith

    Head of Healthcare Analytics
    AstraZeneca

    Francis Crawley

    Executive Director
    Good Clinical Practice Alliance — Europe (GCPA)

  • 17:10
  • Alain Bindels

    Innovation & Technology Leader
    Roche

  • 17:40

Выступающие эксперты

На конференции Digital Pharma будут представлены ведущие эксперты фармацевтической индустрии. Они поделятся своими знаниями, опытом и инновационными идеями, которые помогут вам успешно развиваться в этой сфере. Вот некоторые из наших выступающих экспертов:

  • Иван Иванов — вице-президент по маркетингу в крупной фармацевтической компании
  • Анна Петрова — главный специалист по цифровому маркетингу в фармацевтической компании «МедФарм»
  • Дмитрий Смирнов — директор отдела разработки медицинских приложений
  • Екатерина Новикова — эксперт по развитию электронной коммерции в фармацевтической индустрии

Эти выдающиеся специалисты представят вам самые актуальные темы и новейшие технологии, которые помогут вам улучшить эффективность вашего бизнеса в фармацевтической сфере. Не упустите возможность услышать их выступления на конференции Digital Pharma!

Вопрос-ответ:

Какие темы будут освещены на конференции Digital Pharma?

На конференции Digital Pharma будут освещены различные темы, связанные с фармацевтической индустрией и цифровыми технологиями. Это включает в себя обсуждение новых тенденций в маркетинге и продажах, использование искусственного интеллекта и анализа данных, разработку цифровых технологий для повышения эффективности фармацевтических процессов и многое другое.

Какие спикеры выступят на конференции Digital Pharma?

На конференции Digital Pharma будут выступать ведущие эксперты в области фармацевтики и цифровых технологий. Среди спикеров будут представители крупных фармацевтических компаний, ученые и представители венчурных фондов. Все спикеры имеют богатый опыт и будут делиться своими знаниями и практическими навыками.

Какова стоимость участия в конференции Digital Pharma?

Стоимость участия в конференции Digital Pharma зависит от выбранного типа участия. Обычный билет обычно стоит около 10 000 рублей, включая доступ к основным мероприятиям и кофе-паузам. В VIP-пакет входят дополнительные привилегии, такие как доступ к закрытым сессиям и обед с спикерами, и его стоимость может быть выше. Для получения точной информации о стоимости участия рекомендуется обратиться к организаторам конференции.

Цель и основные темы конференции

Цель конференции Digital Pharma — обеспечить платформу для обмена знаниями и опытом между профессионалами фармацевтической индустрии в области цифровых технологий и инноваций. Конференция предоставляет уникальную возможность узнать о последних тенденциях в сфере цифровой трансформации и применения новых решений в фармацевтике.

Основные темы, которые будут затронуты на конференции:

  1. Цифровизация процессов в фармацевтике: Внедрение цифровых технологий в различные процессы фармацевтической компании, такие как исследования и разработка, производство, маркетинг и продажи.
  2. Использование искусственного интеллекта и аналитики данных: Применение искусственного интеллекта и аналитических инструментов для анализа больших объемов данных, прогнозирования трендов и оптимизации процессов в фармацевтической индустрии.
  3. Разработка и коммерциализация цифровых продуктов: Создание и продвижение цифровых продуктов и сервисов, таких как мобильные приложения, веб-платформы и онлайн-консультации, для оптимизации взаимодействия с пациентами и здравоохранительными учреждениями.
  4. Регуляторная среда и безопасность данных: Рассмотрение вопросов правового регулирования и защиты данных в фармацевтической индустрии, включая соответствие нормам и стандартам безопасности.

Участники конференции Digital Pharma получат ценные знания и практические навыки от ведущих экспертов фармацевтической индустрии, а также смогут поделиться своим опытом и налаживать партнерские связи с коллегами из разных стран и компаний.

Risk vs. Reward in Digital Transformation

Digital transformation has become a significant focus for organizations today, and it’s only accelerated since the pandemic.

COVID presented unprecedented challenges which could only be solved through digital transformation. For instance, it was an opportunity for healthcare providers to pivot to offering hybrid or virtual care instead of relying solely on in-person visits. Various pharma and healthcare organizations rapidly deployed remote monitoring technologies, and remote patient engagement tools were put into place – all necessary changes to provide care at a time when people were reluctant or unable to visit the doctor’s office.

But even then, with all the technology between patient and provider, the human touch remains essential. In a rapidly evolving environment, one constant that patients continue to seek from their communications is the feeling of human conversation.

Many increasingly recognize the need to make quick decisions that have long-term business consequences. After all, failing to move quickly can result in lost opportunities and reduced engagement. Organizations must balance this rapid digital transformation with the risk versus reward of making such sweeping changes. Case in point: In Marisa Muninger’s presentation at the conference, on Sanofi’s Internal Change and Digital Transformation, she offered an insightful look at how the company embarked on transforming its pharma culture and mindsets to boost digital adoption, upskill all teams, and drive customer-centricity.

However, with the recent increase in cases of cyberattacks on healthcare organizations and pharma companies, there is always risk associated with these changes.

One way to offset this risk is by ensuring that you have the right team in place – a team that is not only knowledgeable about digital transformation but also understands the importance of cybersecurity. It is crucial to have an omnichannel approach that creates a “Digital Entitled” representative who can help guide customers through their journey.

By taking these steps, you can create a balance between risk and reward that will help your organization succeed in today’s rapidly changing environment.

Важное событие: конференция Digital Pharma

Уважаемые коллеги!

Что вы получите на конференции Digital Pharma?

  • Уникальную возможность встретиться и пообщаться с лидерами отрасли. Конференция собирает ведущих экспертов и представителей крупных компаний фармацевтического сектора.
  • Презентации и доклады от ведущих специалистов. Вы сможете узнать о последних разработках и исследованиях в области цифровых технологий, а также услышать мнение экспертов о будущем индустрии.
  • Возможность обмена опытом и знаниями. Конференция предоставляет отличную площадку для обсуждения и обмена опытом с коллегами из различных компаний и регионов.
  • Расширение профессиональных связей. Digital Pharma – это отличная возможность познакомиться и установить контакты с ведущими экспертами и представителями фармацевтического сообщества.

Конференция Digital Pharma состоится 12-14 октября в Москве

Не упустите возможность принять участие в этом важном событии для профессионалов фармацевтической индустрии

Зарегистрируйтесь сейчас, чтобы гарантировать свое место и стать частью этого важного события!

Ждем вас на конференции Digital Pharma!

Measuring Impact Across the Organization

Engagement metrics play a critical role in measuring the success of customer journeys and optimizing campaigns across multiple platforms. Metrics enable agile marketing approaches, which involve testing, learning, and reiterating until desired outcomes are achieved. It’s not an exact science, and compliance needs to be ensured 100% of the time, but accurate measurement is powerful.

To this end, CRM systems and messaging apps have become increasingly helpful as they help create personalized customer experiences. Enterprises now use these tools to measure agent productivity, customer satisfaction, and ROI. Digital marketers can tailor content to fit each segment, and automated triggers allow for timely responses that are more engaging than manual processes. Organizations can track user activity, identify trends, and take actionable insights from the data collected.

With this level of agility and focus on metrics, digital marketing teams are at the forefront of successful customer engagement strategies. Organizations should capitalize on these opportunities by leveraging data-driven insights to create personalized journeys tailored to individual needs and preferences. In doing so, they will have greater control over the success of their initiatives – both from an engagement standpoint and a financial perspective.

Everything that is true of this agile marketing model in other verticals is true when it comes to pharma. Those producing content aimed at HCPs and adjacent readers should approach their work with the same focus on measurement and optimization.

Спонсоры и партнеры

Digital Pharma приглашает к сотрудничеству спонсоров и партнеров, которые заинтересованы в продвижении своих товаров и услуг в фармацевтической индустрии.

Наши спонсоры и партнеры получают уникальную возможность:

  • Разместить свой логотип на официальном сайте Digital Pharma и во всех печатных материалах конференции.
  • Получить доступ к базе данных участников конференции.
  • Провести презентацию своих продуктов и услуг на специально организованной площадке.
  • Установить контакт с ключевыми игроками фармацевтической отрасли.

Мы будем рады видеть вас в числе наших спонсоров и партнеров на конференции Digital Pharma!

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