Day 1 Agenda

09:00 AM

Co-Hosts Opening Remarks

Seth Painter, Director, National Accounts, Populus Media
Wayne Simmons, Customer Powerhouse CX Leader, Bayer

 

09:10 AM

PANEL: HCP CX Best Practices - What's Working? What's Not?

Some would argue that the provider is the most important customer in the pharma space. Responsible for the final decision on brand selection, the HCP is certainly crucial to the process. Therefore, when providers interact with your brand...what are they experiencing? How do they feel about the brand before-during-after the interaction? This panel explores specific examples of HCP experience.

• Discuss the importance of the HCP experience in 2023
• How does HCP experience relate to your product / market / therapy / patient population?
• Share an example of how data, analytics and technology play a role when considering the HCP experience.

Bryan Zembrowski, Director, Dermatology Marketing, Regeneron
Joyce Ercolino, Director, Digital Excellence, Harmony Biosciences
Walid Hamza Abdelhafez, Country Customer Experience & Field Engagement, Novartis
 

 

09:40 AM

CX Commencement: From Academic to Action

Richard Schwartz, Chief Patient Officer & Founder, RAPT Health

 

10:05 AM

PANEL:  The Omnichannel Gap - Aspiration vs. Reality

 
Omnichannel is at the core of every marketing plan and customer experience strategy. Each organization is at a different stage of implementation. Omnichannel is the hot topic of the day in the pharma industry, but where does the industry actually stand in implementing omnichannel strategies? Our panel of experts will weigh in with their perspective on HCP omnichannel, challenges related to execution and where the practice is headed.

• Discuss the importance of the HCP in the market and the importance of omnichannel for sales and marketing.
• What is the role of omnichannel as it pertains to HCP experience?
• What are the top hurdles to omnichannel success?
• What are essential best practices and approaches to overcome those hurdles?
• In terms of difficulty, how does HCP omnichannel compare with consumer omnichannel?
• What’s next? What will the HCP omnichannel experience look like in 2023 vs…2033?

Mike Edwards, Executive Director, Marketing Strategy, Novartis
Caitlin Steel, Vice President, Product Management, Aktana
Michael Reynolds, Director, Omnichannel Strategy, AstraZeneca
Geoff Chamberlain, Associate Director, Channel Activation & Integration, Sanofi

 

10:35 AM

Networking Break

 

11:05 AM

PANEL:  Data + CX

We need not question the importance or the availability of data in the marketing world.
Is there too much? Not enough? Can we use what we have? But, let's take this to another level.

• How can we leverage data differently or better to improve CX?
• With regard to customer experience, what is the most useful data?
• What are some innovative ways to leverage data in marketing & CX?
• Is there any data that is not useful in terms of CX?
• If you could collect any type of data, what would be on your wish list?
• What do you look for in a data provider?

Michael Kirzhner, Associate Director, Brand Technology, Immunology, AbbVie
Adell Mendes, Director, Commercial Data Management, AstraZeneca
Jarod Ricci, Global Strategic Insights Head, GSK
Paul Reuscher, VP, Product Innovation, Forian
 

 

11:35 AM

If You Have Testing Questions, We Have Testing Answers: 
A Precision Medicine Customer Experience Story

As the paradigm of care is shifting to a personalized medicine approach, many patients are still not being treated based on guideline recommended treatments. Many stakeholders in the multi-disciplinary team face challenges in the treatment journey. In this session we set out to answer How do we impact these challenges and place patients on a guideline recommended personalized medicine path? How do we create highly flexible above brand educational content? And where would this content have the greatest impact and traction?

Anton Yarovoy, Director, Precision Medicine - US Oncology, Novartis
 

 

12:00 PM

PANEL: HCP Experience + KPI + ROI

One of the most challenging aspects of customer experience is quantifying the effects that specific initiatives have with the audience. This panel will examine different methods of creating metrics and actionable insights from HCP experience programs.

• What types of metrics can currently be collected to evaluate HCP Experience? How useful are they? Or not?
• Examples of programs, measurement tools, or strategies that yield HCP experience metrics, and their overall impact.
• If you could measure anything....what is one metric that you would like to have?
• What are the inherent challenges in demonstrating ROI? How can we overcome them (or at least do better)?

Vaibhav Malankar, Associate Director, Omnichannel, Nephrology Marketing, Otsuka
Sahab Aslam, Head of Enterprise Data Science & AI, Myriad Genetics
Nakul Vyas, Executive Director, Data Analytics & Digital Innovation, Arcutis
Amy McCann, Director, Customer Marketing, HCP Omnichannel Engagement, Sunovion
  

 

12:30 PM

 

Networking Lunch

 

01:30 PM

 

PANEL:  Innovations in Media Strategy and Planning

Media, specifically digital media, is one of the key driver of CX. It has reach, its easily accessed, and can be modified more quickly than traditional tactics. What role does media strategy play in the overall customer experience? How can brands harness its power to deliver results for both CX and the bottom line? This panel explores these ideas with real-world examples from the media space.

• We have seen social audio, specifically podcasting, grow tremendously over the last few years. How has your organization been able to find your place in this every evolving medium with a CX lens in mindset?
• Share specific examples of how media improved (or detracted) from CX...? Or how an approach to media was altered to accommodate CX. What happened?
• Media is ever-evolving. What are some media platforms that still remain useful despite being in-market for many years? What new things are exciting on the media front?
• Measurement & media go hand-in-hand. How does data contribute to a brand's understanding of its effect on CX?

Lori Hancock, Director Multi-Channel Integration Team, Oncology, Merck
Bryant Powell, Associate Director, WW Commercialization Operations, BMS
Lori Goldberg, CEO & Founder, Silverlight Digital
 

 

2:00 PM

A Scalable Approach to Modular Content in Pharma

Oksana Matviienko, Regional Director, Viseven

 

 

02:25 PM

 

 

PANEL: Are We There Yet? Getting from A to Z with Omnichannel Engagement

Consensus is that omnichannel is the way to go in terms of customer engagement and building a differentiating customer experience. However, very few (if any) biopharma organizations can declare success, and the industry as a whole is recognized as something of a laggard. In this session, we’ll explore some of the common challenges / pitfalls companies face, as well as share lessons learned and insights from across the industry. We’ll also touch on what’s working and keys to success from different functional domains / perspectives within pharma organizations.

Craig McGettigan, Head of Omnichannel Enablement, Sanofi
Indraneel Mukherjee, Sr. Principal, Brand & Commercial Strategy, IQVIA
Arooba Marks, Head of Customer Experience, Pfizer Connect
Alison Tapia, Sr. Director, Performance Marketing & Digital Innovation, Dermavant

Moderated by: Matthew Smith, Sr. Principal, New Commercial Models & Digital Health, IQVIA

 

 

 

02:55 PM

Networking Break

 

03:25 PM

New for 2023:  The Parade of Insights! 

This lightning round style segment will feature a group of pharma experts, each presenting one slide for one minute, to share a CX best practice, insight, tip or trick as it relates to the pharma / HCP experience.

Ryan Rosenberg, Director, Omnichannel Engagement Capabilities, Sanofi
Jared Shechtman, Marketing Technology Solutions, Eisai
Craig Hood, Manager, Channel Excellence, AstraZeneca
Mary Lassiter, Digital Platforms Operations, Bayer
 

 

03:45 PM

Advancing Pharma Customer Experience beyond Omnichannel Engagement

In this presentation, we will be discussing a holistic Pharma Cx definition that ensures addressing all customer engagements and interactions with the company beyond Omnichannel engagement. Also highlighting the urgent need for full field force integration, and redefine role of the field force 3-years post-pandemic.

Walid Hamza Abdelhafez, Country Customer Experience & Field Engagement, Novartis
 

 

04:10 PM

Panel: DTx and Other Technologies Impacting CX

Customer experience can generally be defined as 'how a customer feels when they interact with you brand'. This description is usually reserved for areas such as marketing, digital touch points and support services. However, technology is impacting the actual treatment of disease, with practical tech-enabled solutions. In this panel, three innovators will share their perspective on how technology is impacting the patient & provider in the areas of diagnosis, treatment and maintenance of chronic health conditions.

• With a focus on your therapeutic area, discuss the importance of “experience” during the operational aspects of disease management.
• What are some of the barriers or challenges that tech-enabled therapies face?
• In a broad sense, what have been the positive outcomes of collaborations between healthcare & technology?
• What does the future hold: In 1 year? 5 years? 50 years?

Tanya Hughes, Director, DTx Market Access, Orexo
Erin Russell, Chief Operating Officer, Curio Digital Therapeutics

 

04:40 PM

Networking Reception / Happy Hour