Your industry shaping agenda

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The post-pandemic rules of customer engagement

00:00am – 00:00am (ZONE)

The battle of digital and virtual fatigue: Make your HCP engagement meaningful

  • Get out of the reach and frequency fight. Enhance your customer experience by putting new forms of content and value-add interactions at the heart of your HCP engagement strategy
  • Make data actionable. How to spot technological deficiencies and create a cross-company infrastructure that enables a personalised approach
  • Create a holistic customer experience through a field force strategy that balances both digital and F2F interactions, and product and disease content

00:00am – 00:00am (ZONE)

Panel: A customer-centric strategy that will facilitate your results-centric model

  • Create a two-way strategy for customer-centricity. How to deliver on both internal and HCP value with a holistic customer engagement strategy
  • The next stop on your tech-journey. Develop an investment strategy by distinguishing innovations that are fit-for-purpose based on your systems, not the technology
  • Empower your field teams from the digitally savvy to the technology-phobe. Best practice from successful training and coaching programmes that enable effective hybrid- engagement

Chetak Buaria Global Head of Customer Engagement & Channel Evolution Merck

Sandra Silvestri SVP, Head of Global Medical Affairs, General Medicine Sanofi

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Achieve holistic engagement with new internal collaboration

00:00am – 00:00am (ZONE)

Case study: Meet evolving HCP needs through novel roles and teams that facilitate internal alignment

  • Stop duplication of effort across commercial, marketing and medical by re-conceptualizing roles responsibilities to ensure they are complimentary not competing
  • How to expand yours teams analytical, digital and EQ skills to ensure smoother collaboration amongst continuously shifting priorities
  • Discover why Roche moved to an agile 90-day planning model for therapy areas, incorporating weekly meetings and KANBAN planning

00:00am – 00:00am (ZONE)

Case study: Brand-team evolution is Customer-Centricity 2.0

  • Why brand teams must lead the customer-centricity revolution. A new go-to-market model that gives commercial, marketing and medical equal footing in the way you create value for customers
  • How to incorporate digital activities from launch to help position your brand and stay flexible as market changes occur
  • Hear where successful brand teams are upskilling themselves to go even further in understanding all types of customers
See the speaker line-up here


Your future-field model

00:00am – 00:00am (ZONE)

Panel: The Hybrid Field Force Model: let’s rewrite the playbook together

  • Create versatile reps and MSLs who can orchestrate their channels by enabling them with new strategic responsible and new digital skillsets
  • Pull don’t push: Let the HCP direct their engagements. Be driven by your customers’ needs, whether F2F or virtual, and meet them where they prefer
  • Insight gathering, virtual engagement, learning and development; how to develop more agile practices that work within fast moving environments

Chetak Buaria Global Head of Customer Engagement & Channel Evolution Merck

Victoria Ho Director, Medical Science Liason Excellence Jazz

00:00am – 00:00am (ZONE)

Case study: How to manage the Go-To-Market model transformation as you pivot to digitizing operations

  • Strategy first and foremost: How to develop and define the engagement strategy with a deep internal focus and clear customer need understanding
  • What fear factor? Drive adoption of digital initiatives by helping the field force overcome perceived barriers with new support and empowerment
  • Illustrate the value of the digital operations by including field insights on content and channel selection to ensure you’re are strengthening their relationships with HCPs

Dmitry Schourov Senior Director, Global Commercial Operations Pfizer

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Align customer strategy with new technology capabilities

00:00am – 00:00am (ZONE)

Connect your medical and commercial CRMs to speak the same language and sync your customer journey without compromising on compliance

  • Gain a complete understanding of field activities to better analyse performance and educate decision-making
  • Key considerations to ensure a tech infrastructure capable of harmonising data from multiple streams
  • Identify key differences in affiliates, implement a system that can operate across them, and scale to global level for a fullly integrated and accessible CRM

00:00am – 00:00am (ZONE)

Panel: Your role in demonstrating ROI for expanded digital investment

  • Success breeds success: articulate top-line revenue by connecting digital KPIs to performance metrics and get senior buy-in for more forward-thinking initiatives
  • How to ensure your investment strategy is aligned with functional capabilities to create a new internal confidence and help maintain momentum in innovation
  • Intelligent engagement strategies are built on progressive analytics, AI and ML – learn how to better identify technology that is fit-for-your-purpose

Neelesh Shanbhag CIO and VP of Business Technology, Asia Pacific Janssen

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Expand your content horizons

00:00am – 00:00am (ZONE)

Panel: In the land of digital saturation, personalised content is king

  • How to define ‘value-add’ for your customers and align your content to their needs
  • Physical to digital is not a copy/paste job. Understand what’s needed to make your content digitally optimised and stand out in a saturated market
  • Where to go for a comprehensive understanding of your data to help you optimize content and align to channels
  • Use behavioural science to maximise the potential of your messaging and better influence your customers decision-making

Cyril Mandry Senior Marketing Director MSD

Arun Mahtani Former VP, Channels Strategy & Digital Content Teva

00:00am – 00:00am (ZONE)

Scale personalisation by defining an MLR process fit for the digital world

  • Digital is an ever-evolving space. Learn how to work with compliance to ensure your frameworks for MLR evolve in parallel
  • Scale personalisation by stopping the bottleneck in promotional review processes to enable modular content and optimize content re-use
  • Conservative and compliant content can still be innovative. Create a digital review committee to devise a more efficient, collaborative MLR operation
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Guarantee your digital effectiveness

00:00am – 00:00am (ZONE)

Case study: A one stop shop: How Amgen created a single portal engagement platform for their medical organization at rapid pace through a modular AGILE approach

  • How Amgen engaged their entire European medical org to get project buy-in and incorporate insights, whilst collaborating with compliance, to build a fit-for-purpose platform
  • A modular approach: Why rapid sprints enabled a ‘don’t be afraid to fail’ attitude and was key to delivering an immense project
  • One Login, One Password: Understand how to deliver the high-value experience your customers want by allowing them access to their registered webinars, infographics, virtual meetings and more in a single platform

Emma Booth Head of EU Medical Capabilities Amgen

00:00am – 00:00am (ZONE)

Case study: Customer Centricity needs human-centric Artificial Intelligence

  • Use human-centric AI to problem-solve by starting with questions teams are asking, and working backwards via ML engines to find the answers from multiple data sets
  • Synthesise real-world data insights and align with key external experts engagements. How to create a digital AI strategy to deliver disease state education more readily

Alex Bedenkov VP, Medical, International AstraZeneca

00:00am – 00:00am (ZONE)

Case study: How to create personalised experiences for HCPs and the patients they treat

  • Know thy customer needs. Ensure your messaging is consistent across channels and content to create a seamless experience for HCPs
  • Leverage your data and find key trends to personalise content that will help HCPs enable a better standard of care for patients

Michael Zaiac Head, Medical Affairs, Oncology EU Novartis

00:00am – 00:00am (ZONE)

Measure your digital effectiveness to upgrade your customers’ experience’ and stay aligned to business goals

  • Information management is Step 1 in making data your strategic edge. Ensure your data organisation and standardization is fit-for-purpose before beginning any other step
  • Understand how to use AI/ML and where advanced analytics can help you prioritise channels, optimise content and educate your Next Best Action for HCP engagement
  • What’s your score in the digital scoring system? How a scoring model will simplify your marketing tactics and empower all customer engagement professionals

00:00am – 00:00am (ZONE)

Cross-functional collaboration is the key to unlocking social media engagement

  • Who is the customer? Practices for effectively targeting your audience. Don’t be limited by HCPs – as power shift to patients, understand why regulators are a vital TA
  • Social is not a silo’d channel. Why effective social media content and messaging works best when medical and commercial are working in unison

00:00am – 00:00am (ZONE)

Case study: How Sanofi looked beyond standard performance measurements to create ultra-relevant and valuable content

  • Move away from traditional measurement to a deeper behavioral analysis, to understand each HCP segment’s journey and then optimise their experience to meet business objectives
  • How Sanofi used a gamification app to understand HCP knowledge gaps and then utilised that information to create relevant, valuable content for their customers