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THE FORUM FOR DTC THOUGHT LEADERS
DTC NATIONAL
CONFERENCE
April 7-9 2015
JW Marriott
Washington, DC
Visit www.dtcperspectives.com for
conference, Ad Awards, Top 25, and
DTC Hall of Fame details.
DTC NATIONAL
April 7-9 2015
JW Marriott
Washington, DC
CONFERENCE
A Message From the
DTC National Chairman
NETWORK WITH THE RIGHT DECISION MAKERS
Our 2015 DTC National will focus on patient power. A number of forces have been responsible for increasing power
of patients. Their employers and insurers have been shifting cost to them through higher deductibles and co-pays.
Now most patients are basically self-insured and can
spend thousands before getting reimbursed. This means they
are demanding their services and products be high value for that
added cost.
We also have increasing information dedicated to educating patients on price/value. This means consumer
patients will expect providers to justify what is prescribed.
Physicians will be expected to know what drugs cost
and why they are prescribing a branded drug versus a
generic or OTC.
The power of the patient is also being enabled by technology
advances. The new patient expects 24/7 access to health information. Physicians are increasingly expected to communicate
through mobile and online. Patients are self tracking their vital
signs, keeping electronic records and taking more ownership of
what health services they use.
What all this means to drug and device companies is the need
to be more patient centric. Branded drugs will need to engage
patients long term while on the drug prescribed. Patients expect
more information, and instant access to information on the drug
and how to properly use it. Drug and device companies must
integrate the idea of patient power throughout drug development and launch.
DTC will need to do more than awareness advertising. Patient
engagement and ongoing patient interaction will be key to success. We hope you enjoy our 2015 speakers and the focus this
year.
*Average attendee breakdown 2008-2013
DELVE INTO THE TOPICS YOU MOST WANT TO HEAR
•
Learn
How the Affordable Care Act will
REALLY Impact Your Customers
•
Expose
Marketing Insights from Top Campaign
Success Stories
•
Ascertain
How to Create Added Value to
Justify Branded vs. Generics
•
Discover
the Increasingly-Accountable Levels
of Measurement
•
Extract
What Consumers Need and Want from
Patient Education
•
Revitalize
Your Creative Elements to Better
Resonate with Patients
WWW.DTCPERSPECTIVES.COM • 770-302-6273
DAY1 THE TRANSFORMING HEALTHCARE LANDSCAPE
MAIN CONFERENCE AGENDA
12:30 - 12:45
Welcome to the DTC National Conference 2015
12:45 - 1:30
The New Healthcare Consumer
Jane Sarasohn-Kahn, Health Economist and Advisor, THINK-Health, Health Populi blog and HealthcareDIY
The new patient/consumer is changing. With rising co-pays and deductibles, consumers are generally selfinsured unless a serious illness occurs. As a result of these greater out-of-pocket costs, they have become
much more involved in their health product decisions. Noted health economist and leading expert on consumer trends in healthcare, Jane Sarasohn-Kahn, will discuss what drug companies need to do to tap into
the growing trends of greater consumer control over health decisions.
1:30 - 2:00
The Patient Community is Organized and Active
Michael Evers, Executive Vice President of Marketing and Patient Advocacy, PatientsLikeMe
Patients are using the web to organize, collecting and sharing information with their peers. All disease states
have online support communities and drug companies need to know how to handle this growing area.
Patient feedback on medications has shown to be a huge influence as group members research treatment
options. Learn how to work with the online community from one of the largest networks of patient groups,
PatientsLikeMe.
2:00 - 2:45
The Physician Speaks: The Involved Consumer and My Practice
Moderator: Nanette Oddo, General Manager, Patient Communications, Phreesia
Panelists: Dr. Jim Morrow, Physician, Morrow Family Practice / Brittany Prysock, Practice Admin, Virginia Surgery / Mark Filiault, Director of Operations, Connecticut Orthopedics / Jerome I. Hurley, Director,
Business Development, Baltimore Orthopedics & Rehabilitation
Practicing physicians share how consumers are changing the patient-doctor discussion. How do physicians
deal with increased consumer knowledge and questions? Are consumers asking about price of products
and pushing back on expensive tests/products? What can drug and device companies do to help aid doctors in this dialogue to encourage and support a more involved patient?
2:45 - 3:30 Networking Break Sponsored by NNN
3:30 - 4:00
Engaging with the New Patient
Nancy Phelan, Head, Customer Engagement Center, WWCO, Bristol-Myers Squibb
It’s no secret that it has become increasingly harder to reach and engage with consumers. But with the new
healthcare model, pharma marketers are a pivotal partner in the patient journey. Learn from DTC Hall of
Famer, Nancy Phelan, how you can improve your marketing communications to better engage with today’s
advanced patient.
4:00 - 4:30
The Future of Television: Maximize Media Planning with Game-Changing Analytics
Jeremy Mittler, VP Analytics Services, Crossix Solutions / John Stermer, Executive Vice President, Business Development, Nielsen Catalina Solutions
Media planning can be made more efficient and brands can extend their budgets significantly. Marketers
can now utilize data and insights they need to make more informed – and ultimately more impactful – decisions to improve TV performance in a way they couldn’t before. NCS and Crossix worked with a top pharma
brand and its media agency to monitor audience reach and optimize campaign impact. Learn how you can
leverage an innovative, consumer-centric TV optimization solution to improve your TV marketing reach in
significant ways.
4:30 - 5:15 How Do Advertising Experts View The New Consumer/Patient?
Moderator: Bob Ehrlich, CEO & Chairman, DTC Perspectives, Inc.
Panelists: Matt Anthony, President & CEO, Y&R North America / Howard Courtemanche, Global CEO,
Health, JWT / Eric Weisberg, Creative Director, JWT / Alex Jutkowitz, Managing Partner, Group SJR
Are we ready to change how we talk to patients? What can drug and device marketers do to show this involved consumer what branded drugs can do for them? What added value can be provided to help convince
patients? Hear from WPP’s top agency leaders on how the advertising world is adapting to communicate
with a more informed and active patient population.
5:15 - 7:15 Networking Cocktail Party Sponsored by HealthEd
7:15 - 9:15 Top 25 DTC Marketers of the Year and Hall of Fame Ceremony Sponsored by ContextMedia:Health
THE FORUM FOR DTC THOUGHT LEADERS
DAY2
MARKETING & MEDIA EXCELLENCE & INNOVATIONS
8:00 - 9:00 Breakfast
9:00 - 9:45 Redefining the Physician-Patient Dialogue
Panelists: Megan Papadopoulos, Marketing Manager, Immunology, GSK / Tom McCaully, Vice President
Healthcare Strategy, Targetbase / Julie Petroski, VP, Group Creative Director, Targetbase / M. Elizabeth
Bennett, Ph.D., Health Psychologist and Owner/Founder of Clarity Consulting
Driving HCP conversations that are both productive and satisfying is no easy task, especially for patients
coping with chronic and debilitating diseases. GSK’s Us in Lupus Program was designed to help patients
enhance their communication skills, strengthen their confidence, and ultimately, improve their interactions
with their healthcare team. Learn how the marketing teams leveraged evidence-based behavioral activities
to develop a program that would empower patients, improve conversations with their rheumatologist, and
provide much-need support along the way.
9:45 - 10:15
Humanizing the Message to Consumers
Marc Weiss, Director, Multi-Channel Marketing, Bristol-Myers Squibb / Mark McConaghy, SVP, Strategic
Planning & Analytics, Evoke Health
Having a discussion about health with consumers can be a daunting task, especially for pharmaceutical
marketers whose credibility is frequently questioned. When there is truly something new and exciting to
tell consumers, how can marketers take their message to the street and get patients to not only listen, but
actively engage? Drawing from a BMS-Evoke Health case study, this session will focus on ways in which
marketers can demonstrate authenticity through delivering valued experiences that help consumers seek
out your brand.
10:15 - 10:45 Generating Greater Engagement and More Actions via Emotional Marketing
Andrea Palmer, SVP, Publicis Health Media / Jim Curtis, Chief Strategy Officer, Remedy Health Media
This deeply engaging and insightful presentation will spark pharma marketers to think beyond traditional
methods of patient education. Brands should infuse emotional marketing into their health communications
to foster that ever-important human connection. Sharing research results and insights from an innovative
pharma initiative, see how emotional marketing and real patient stories drive action, brand loyalty and script
lift.
10:45 - 11:15 Networking Break Sponsored by NNN
11:15 - 11:45 Reaching Lyrica’s Multicultural Audience
Lisa Lieberman, Director US Marketing, LYRICA, Global Innovative Pharma Business, Pfizer Inc. / Leslie
Forte, Senior Manager, Pfizer Inc.
Despite Black and Hispanic audiences comprising approximately 40% of pDPN (painful diabetic peripheral
neuropathy) patients, these ethnicities are significantly underdiagnosed. Lyrica’s marketing team found that
unique cultural barriers called for DTC communications with better targeting and messaging. Building a robust plan to address each population segment’s specific needs, the Lyrica team was able to better connect
with Blacks and Hispanics, leading to more diagnoses and better outcomes for patients.
11:45 - 12:15 Innovative DTC Tactics: A COPD Portfolio Study
Darielle Ruderman, Senior Director, Respiratory Consumer Marketing, GSK / Kristi Reeves-Pennington,
Director, Consumer Marketing, COPD Portfolio (BREO, ANORO, INCRUSE), GSK
In the crowded respiratory market, GSK understands the importance of implementing innovative DTC marketing to engage patients with its brands. As this award-winning team of marketing leaders draws from various COPD marketing initiatives, learn about the strategies they developed and campaigns they launched
that generated awareness, communicated the brand advantage, and truly resonated with consumers.
12:15 - 1:15 Networking Lunch
1:15 - 2:00
Advertising Trends: Are You Keeping Up?
Bob Garfield, Editor at Large, MediaPost
As an award-winning co-host of NPR’s On the Media, author of several marketing books, and Editor at Large
with MediaPost, Bob Garfield is unequivocally the leading advertising critic. His perspectives on advertising
trends are always cutting edge, often hilarious, but most importantly thought-provoking. Bob will discuss
healthcare advertising, sharing his views on the good, the bad and the ugly creative concepts used by advertisers. Prepare to be amused, outraged and shocked by Bob’s talk.
WWW.DTCPERSPECTIVES.COM • 770-302-6273
DAY2
THE FORUM FOR DTC THOUGHT LEADERS
2:00 - 2:30 Using Celebrities to Create Brand Connections Among Consumers
Bob Williams, Author of The Brand Agent and CEO/COO of Burns Entertainment
Many brands utilize celebrities to help generate buzz for a brand and engage with consumers. Having
worked with countless celebrities over the years, celebrity marketing expert Bob Williams will teach you how
your healthcare brand can leverage celebrities to emotionally connect with consumers, propel your brand’s
awareness and produce record sales.
2:30 - 3:00 Stryker and the PGA TOUR – A Hole in One
Tony Cambria, Director Integrated Marketing, Stryker
You can tell a story about almost any product or service if the message is right, and the sports platform is a
good fit. It starts with understanding the characteristics of each sports platform and making sure that your
brand and message have a genuine connection with your sport and its spectators. In this presentation, you
will learn how Stryker leveraged a new official marketing partnership with the PGA TOUR to drive brand
awareness, tell their story and increase patient education on joint treatment options.
3:00 - 3:30
Networking Break Sponsored by NNN
3:30 - 4:00 A Case Study: Getting Patients to Understand the “Big Deal” About the Flu
Quita Highsmith, Franchise Head, Genentech / Megan Scott, Group Product Manager, Genentech / Rebecca Lowry, SVP, Senior Account Director, BBDO
The flu can be a very serious virus, but getting patients to understand and receive treatment still poses challenges. Hear from the Genentech and HealthWork leads as to how the marketing team continues to keep
their DTC marketing fresh and relevant each season, ensuring that ads not only resonate, but elicit appropriate action from consumers.
4:00 - 4:30
Get Real - Differentiating a DTC Campaign in a Crowded Market
Stephanie Wenstrup, Brand Director, AstraZeneca / Nicole Starace, Product Marketing Manager, Farxiga,
AstraZeneca
Launching a new drug in an established market is a challenge. Given the crowded and increasingly fragmented media landscape, it can be even harder to know where you should position your brand to effectively
engage with consumers. Learn how a marketing team from AstraZeneca successfully launched a DTC campaign for Type 2 diabetes.
4:30 - 5:15
The Patient Centricity Gap
Moderator: Todd Kolm, SVP, Strategy and Insights, WEGO Health
Panelists: Jennifer Thomas, Product Director, Janssen Pharmaceuticals / Josh Rivedal, Mental Health
Health Activist, Huffington Post blogger, and author of The Gospel According to Josh: A 28-Year Gentile
Bar Mitzvah / Andrea Meyer, IBD Health Activist and Co-Founder of The Great Bowel Movement
Researching health information doesn’t necessarily mean understanding it. This live panel of pharmaceutical marketers and patient influencers will address the patient-centricity gap and how DTC can help, in part
by reacting to findings from the original study, Online Communities and Patient-Centricity 2015. This February 2015 study, with results presented for the first time ever during this session, will feature both data and
recorded verbal responses from respected Patient Community Leaders across multiple therapeutic areas.
5:15 - 7:15
7:15 - 9:15
Networking Cocktail Party Sponsored by Healthgrades
DTC Advertising Awards Ceremony and Dinner Sponsored by Health Monitor Network
DTC NATIONAL GOLD SPONSORS
THE FORUM FOR DTC THOUGHT LEADERS
DAY3 THE FUTURE OF DTC MARKETING
8:00 - 9:00
Breakfast
9:00 - 9:30
Health Renaissance in the Pharmacy
Cathy Paulson, Director, National Accounts Biopharmaceutical Development, Walgreens / Jim O’Dea,
President and CEO, Rx EDGE Pharmacy Networks
The role of the pharmacy in healthcare delivery has grown tremendously – and is expected to continue doing so as time goes on. Hear from the nation’s largest drugstore chain about the changes in the pharmacy
landscape and what they mean for the pharma community. The pharmacy should be viewed as part of a
multi-channel strategy, utilized for segmentation, targeting, and media effectiveness. Drawing from an industry case study, understand what’s available to a pharma marketer and how those tools can be applied today.
9:30 - 10:00 How Brands Compete with Generics
Michelle Blechman, Associate Director, Marketing Sciences, Astellas
Pharma brand marketers need to know consumers’ perceptions of generic drugs, as well as their attitudes
and usage overall, to position their brands effectively within a category. This study addresses a number of
critical issues in the brand vs. generic landscape: What do consumers understand (or think they do) about
generics? Who influences patients’ views and choices? Just how much of a role does cost really play? What
tradeoffs are consumers are willing to make when choosing between a brand and generic? What types of
messaging might help consumers select a branded medication?
10:00 - 10:30
10:30 - 11:00 Understanding and Leveraging the Bumpy Road of Behavior Change
Kathleen Starr, Ph.D., Senior VP, Behavioral Strategy, Adheris Health
To be truly engaged with patients, DTC efforts need to be reshaped with appreciation for the real life concerns that affect health behaviors. Marketers can help consumers to realize positive behavior change – but
only if the forces that serve as obstacles or aids on the path to change are properly understood by industry
first. Sharing results from a two-year-long study by Adheris Health’s Behavior Insights Group, Dr. Kathleen
Starr will detail how to leverage the principles of behavioral science to tailor healthcare communications
with a true understanding of what impacts behavior change.
Networking Break Sponsored by NNN
11:00 - 11:30 Winning with Digital in an Outcomes-Driven World
Monique Levy, Vice President of Research, Decision Resources Group/Manhattan Research
The world is changing for DTC marketers – a variety of forces such as healthcare reform and ACOs; emerging technologies and communication channels; rising stakeholders and treatment influencers, such as payers and other formulary decision makers; and others are turning the traditional marketing game on its head.
Learn what patients, HCPs and other players want from pharma to create more positive patient outcomes.
Be inspired by best-in-class examples of pharma leading the way in digital service and support.
11:30 - 12:00 The Future of Technology and DTC
Panelists: Ben Putman, SVP, Innovation, JUICE Pharma Worldwide / Eugene Lee, Executive Vice President, Managing Director, Communications Media, Inc. / Cheryl Lubbert, CEO, Health Perspectives Group
Electronic Health Records, consumer monitoring devices, remote diagnosis and prescribing, are all going to
affect how consumers interact with their doctor and select health products and services. Hear from leading
experts on what drug and device companies can do to leverage these trends.
12:00 - 12:30 The Drug Marketers Weigh In
Panelists include members of the Top 25 DTC Marketers Class
Hear top drug marketers predict what will change in DTC marketing and how drug companies will deal with
new technology and a more empowered, cost conscious consumer.
DTC NATIONAL SILVER SPONSORS
WWW.DTCPERSPECTIVES.COM • 770-302-6273
HOW TO REGISTER
Web: www.dtcperspectives.com
under Conferences tab
Phone: 770-302-6273 x101
Interested in attending with a group of colleagues? Contact Scott Ehrlich at 770-302-6273 x101 for group registration options.
PASS OPTIONS
TOP 25 DTC MARKETERS/HALL OF FAME AWARDS DINNER – $495
Come join us in celebrating our Top 25 Marketers and Hall of Fame inductees in this DTC National opening night cocktail party and dinner on
April 7th, 2015. Does not include access to any sessions or any other networking events.
DTC NATIONAL ADVERTISING COCKTAIL PARTY & AWARDS CEREMONY DINNER – $495
DTC National Advertising Cocktail Party & Awards Ceremony Dinner, April 8, 2015– at the J.W. Marriott – Washington, DC. Does not include
access to any sessions or any other networking events.
DAY 1 CONFERENCE PASS – $1,495
Pass icludes access to all sessions and events on April 7th, including the Networking Cocktail Party and Top 25/Hall of Fame Awards Dinner.
DAYS 2/3 CONFERENCE PASS – $1,695
Pass includes access to all sessions and events on April 8-9th, including the Networking Cocktail Party and Advertising Awards.
GOLD CONFERENCE PASS – $2,795
Pass includes access to all sessions, networking events and awards dinners. This includes the Top Marketers/Hall of Fame Dinner on Tuesday
April 7th and the Ad Awards Dinner on Wednesday April 8th. This pass also gives you access post-conference to videos of all released
presentations, priority conference check-in, and priority dinner seating.
SILVER CONFERENCE PASS – $2,495
Pass includes access to all sessions, networking events, and ONE OF the DTC National Awards Dinners: The Top Marketers/Hall of Fame Dinner
on Tuesday April 7th OR the Ad Awards Dinner on Wednesday April 8th.
REGULAR CONFERENCE PASS – $2,295
Pass includes access to all conference sessions and the exhibit hall during breaks and cocktail parties, but not to awards dinners.
VENUE: The JW Marriott, Washington DC, 1331 Pennsylvania Avenue NW, Washington, DC 20004
The JW Marriott has reserved a limited number of rooms at a group rate of $298 per night plus taxes.
A separate reservation line and website has been created for DTC National attendees.
Please call 800-393-2503 or visit the DTC Perspectives website for more information.
DTC NATIONAL BRONZE SPONSORS & MEDIA PARTNERS
BioPharma
THE FORUM FOR DTC THOUGHT LEADERS
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DTC NATIONAL
CONFERENCE
April 7-9 2015
JW Marriott
Washington, DC
KEYNOTE SPEAKERS
Editor at Large for
MediaPost and
Co-Host of NPR’s
On the Media
Michael Evers
Executive Vice President,
Marketing & Patient
Advocacy,
PatientsLikeMe
Nancy Phelan
Jane Sarasohn Kahn
Michelle Blechman
Marc Weiss
Health Economist and
Advisor, THINK-Health,
Health Populi blog and
HealthcareDIY
Associate Director,
Marketing Sciences,
Astellas
Darielle Ruderman
Matt Anthony
Bob Garfield
Senior Director,
Respiratory Consumer
Marketing,
GlaxoSmithKline
President,
Y&R North America
Head, Customer
Engagement Center,
WWCO,
Bristol-Myers Squibb
Director, Multi-Channel
Marketing, Bristol-Myers
Squibb
…and many more. For conference news
& updates, please visit the conference
website www.dtcperspectives.com
regularly. To register by phone, call
770-302-6273 x101