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      April 9, 2018

      Monday   9:00 AM

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      Digital Pharma Japan (exl)

      Digital Pharma Japan WHY DIGITAL PHARMA JAPAN IS THE NUMBER-ONE PROVIDER OF CONTENT, INNOVATION, AND PRACTICAL INSIGHTS FOR THE LIFE SCIENCE MARKETING COMMUNITY IN JAPAN It is no longer enough for a company to have specific digital teams added to a brand plan as a bolt-on. From an early stage, Regulatory, Legal, Compliance, IT, Innovation, Commercial Operations, Customer Interaction, Sales/Field Force and many other departments all need to interact with the various marketers to develop initiatives that really deliver for the customer. No matter your size/scale of operations. This conference will profile best-in-class case studies and senior-level discussions that will allow you to leverage solutions, technologies and tactics to prepare for tomorrow. Issues include reducing costs, mastering MCM, improving uses and effectiveness of new digital marketing techniques, harnessing analytics to drive improved ROI/customer satisfaction and improving SFE. There are some exciting potential solutions on the horizon, but still many questions being asked: How will digital disruption transform the pharma business model? Unlike other industries, the “Uber” of the pharma industry has yet to emerge, and the market remains ripe for digital disruption. Pharma companies are exploring how to transform through change management and new business models to better engage their customers, and streamline their operations, and stay competitive. How can pharma leverage digital and navigate digital trends and technologies to maximize positive outcomes for patients? Examining the adoption of digital across all industries is an important benchmarking process for pharma. Understanding how and why digital will impact healthcare and how patients can benefit is the key to developing successful and long-lasting engagement with your customer base. Therefore, identifying what a pharma company can do to address digital trends and emerging technologies is the first step in understanding what pharma companies will look like in future and preparing for this transition of your business. How can pharma generate value from digital medicine solutions? As pharma companies shift from implementing traditional products to connected solutions, companies are challenged to define and realize value from this new business model (e.g. revenue stream) that intelligent, digital medicine solutions require. How can pharma engage with disruptive technologies? AI, AR, and cognitive computing are now a reality and are being used by doctors and physicians in predictive diagnostics. If we start to advance toward diagnostics from AI on a regular basis and certain decision-making processes out of the doctors’ hands, what are the implications for pharma marketing? How will brands and marketing teams adapt to this new world? How can we demonstrate the value of digital for pharma products? Pharma companies are increasingly exploring the role digital can play in demonstrating value through data, analytics, and real-world evidence. How will pharma adapt to successfully engage HCPs? As HCPs evolve in their engagement with patients and how they manage their practice, pharma companies will have to transform their HCP-engagement approach. We will explore these questions and more. Reserve your seat for the inaugural Digital Pharma Japan conference to join the conversation and contribute to the advancement of digital health to improve patient outcomes and customer centricity! Drive Optimized Marketing And Digital Operations, Launch Readiness And Marketing Capability By: Establishing product launch excellence and launch models for multiple therapeutic categories Measuring success in digital ROI Enhancing commercial planning quality by increasing alignment among Marketing, Medical, Finance & Sales functions Improve the overall quality of strategic brand plans across BUs by developing a more patient centric approach and delivering innovation in patient centricity Grow e-SOV for your brands by: Optimizing HCP portal across Developing market leading content strategy and targeting around e-mail magazines and Veeva approved e-mails Execute successful webcasts Place yourself the forefront of innovation with social media e.g. in the launch of LINE services targeting HCPs Improve handling of marketing material and increased i-detailing usage to increase rep call quality and sales The evolving tools and tactics of digital to improve patient quality of life and outcomes, e.g. AI and remote diagnostics Omni channel optimization – identifying the optimal channel mix, timing of digital and sales visit that lead to drug adoption Optimized content production through the set up of a new asset management process Real world data – how this applies to pharma and can provide a better understanding of the patient. Role of AI in pharma – Can AI help with predictive marketing? Optimizing remote promotion, remote detailing and virtual promotion Digital transformation journey in life science segment: utilization of the marketing automation system to optimize digital marketing tactics to generate leads Agenda Conference Day One | Monday, April 9, 2018  9:00AM  Registration and Morning Coffee 9:25AM Chairman’s Welcome9:30AM Case Study Leading Go To Market Transformation with Digital Revolution: Lessons From Other IndustriesThere are rapid changes in our environment and challenges to our existing field force driven promotional model with increased restrictions in customer access. Therefore, pharma leadership needs to urgently prioritize reinventing the traditional business model using digital to drive the next Go To Market transformation to avoid becoming dinosaurs. What can the pharmaceutical industry leaders learn from other industries and drive the evolution mindset in 5 key areas to become a leading customer centric company?Evolution of technology stackEvolution of capabilitiesEvolution of processesEvolution of KPIsEvolution of the business modelDEBRAJ DASGUPTA, Head of Commercial Operations functions (Strategy and Go-To-Market Transformation), NIPPON BOEHRINGER INGELHEIM 10:30AM Panel Discussion Where Are We Seeing Digital Innovation in the Region and What Do We Want to See in the Near Future?Retrospective viewpoint: What has Pharma achieved within the last five years in terms of learning and experience?What needs to be in place to develop a regional digital strategyAttaining and analyzing some early wins and lossesAs industry practitioners, what is currently out there that is really drawing your attention? Are there any opportunities that you think really work?Prospective viewpoint: How do you feel about the future?PANELISTS:RYAN O’DONNELL, Director and Site Head — Amgen Digital Health (JAPAC), AMGEN, SINGAPORE 11:00AM Morning Networking Break11:30AM Case Study Session Outline to Be DeterminedAJAI SULEKH, Chief Operating Officer (Head of Commercial), BIOGEN JAPAN LTD 12:00PM Case Study Innovation in CRM and Analytics: A Not so Traditional Japanese JourneyJoin us as we review our journey CRM and Analytics journey with anecdotes, lessons learned and, more importantly, how that journey will continue by opening up a world of innovative solutions, from AI to Real-World Data analytics.JAVIER ASENJO, Head of Global CRM Deployments and Support, TAKEDA PHARMACEUTICAL COMPANY 12:30PM Attaching a Digital Concierge to Marketed Drug Packagings: The Next Big Thing in Patient Centricity?Drug packagings are reaching patients every single day more effectively than any other channel. Established supply chains can be leveraged to create an alternative and super-profiled media channel to patients, thanks to the optical recognition of packagings with a mere smartphone. We describe how this privileged channel — that every pharma company already owns — can be revealed in a matter of a few months to boost patient engagement and generate incremental revenue via new business models.CHRISTOPHE BUREAU, Vice President, Strategic Innovation, STEVANATO GROUP 1:00PM International Case Study The Global Transformation of HCP Engagement at GSKHow we transformed HCP engagement in GSK:Changing expectations of patients, HCPs and the external societyWhat we did:Changed the rulesRedesigned the model around customers and needsStarted a big change programmeTransformed our medical organisationSet up an MCM organisationRolled out common digital channelsFive lessons learnedMARINE QUENIART STOJANOVIC, VP, Global HCP Engagement Transformation, GLAXOSMITHKLINE 1:30PM Networking Lunch2:30PM Case Study Prime-Time Omnichannel: How to Build on the Framework of Others to Make Your Marketing Efforts SuccessfulAs the world gets more digital, we look for experiences that are real, meaningful, and have great depth. Customers stopped engaging with products, or with a company, and now engage with a story. They move from channel to channel, expecting seamless data. This presents an enormous opportunity for pharmaceutical companies to learn and build on retail omnichannel frontrunners to increase recognition and trust. Learn how experience inspires virality and how content brings out the humanity in all of us. We will cover:Know what and why your customers are expecting a “relationship” from marketing effortsGaining insight into the performance of omnichannel marketing from experiences outside pharmaUnderstanding the power of flexible, structured content and how it is critical to the success of your omnichannel marketing effortsDon’t just tell a story — tell an experienceReal-life examples of campaigns using the latest tools and channels, combined with creativity and flairBRYAN COHEN, Digital Platform Lead – Promotional Operations, Sales, and Marketing, Worldwide Innovation Fellow, PFIZER, INC. 3:00PM Case Study Only One Experience for You: Journey to Create a Seamlessly Integrated and Personalized Customer Experience in Both the Online and Offline WorldYUKA TAKESUE, Director Multichannel Engagement Hub, ELI LILLY KK 3:30PM Case Study Omnichannel Optimization — Identifying the Optimal Channel Mix, Timing of Digital and Sales Visit That Lead to Drug AdoptionWhich promotional channels directly and/or indirectly impact to improve prescription behaviorWhat order or combination of channels is effective for physicians (especially each segment based on prescription attitude)How we convert “promotional effort to individual physician” to “sales impact for each hospital”What’s coming next for big data analysis for physician/hospital environment, promotional effort, and prescription/sales? Conference Day Two | Tuesday, April 10, 2018 9:00AM Registration and Morning Coffee9:25AM Chairman’s Welcome9:30AM International Case Study Stop Trying to Be Innovative!At a time of unprecedented innovation disrupting almost every field, the healthcare industry seems to be a laggard and most resistant to change, yet it’s probably the industry that needs it the most. While there are industry professionals trying to innovate, the problem is that many of the incumbent players have diluted the term “innovation” to nothing more than a buzzword that represents “coming up with new ideas” and mostly more self-serving agendas. Thus diminishing the value and trust of their solutions, which have been created within an inefficient and unsustainable process. Innovation in the healthcare industry has become a “tail wagging the dog” approach, rather than a true force for disruption and change. If we in healthcare truly want to disrupt the industry, then we must change the current prevalent mindset and think differently about “innovation.” In fact, we should stop trying to be innovative altogether and start thinking more like startup businesses by identifying the real opportunities for a solution, combining diverse ideas and not limiting creativity, and understanding the value of insights as drivers of the iterative process. This talk will cover three easy steps used by MIT Hacking Medicine — a student organization that runs health hackathons around the world — to help hack innovative solutions for medicine and healthcare. The approach draws principles and learnings from Design Thinking, Lean Startup and other innovation processes, which can help you hack your way to creative solutions that can engender value and drive true innovation.SHWEN GWEE, Head of Digital Strategy, Global Clinical Operations, BIOGEN, USA 10:00AM Case Study Session Outline to Be DeterminedPHILIPPE AUVARO, President, ORPHANPACIFIC, INC. 10:30AM International Case Study Better Media Management for a Dynamic Digital WorldManaging digital media while continually improving performance across all digital channels is difficult. To solve complex issues, it is best to divide the problem into smaller, more manageable pieces. As we look to do this for digital media management, several things become apparent:The marketing funnel is a series of funnels that may live in different places in your digital ecosystemTime on site and pages viewed are not important metrics for managing digital mediaYour creative and UX teams are just as important as your media planners and buyers in driving media successROBERT GARGIULO, (Founding) Director of Marketing, Mylan Consumer Healthcare, MYLAN, USA 11:00AM Morning Networking Break11:30AM Case Study How Digital Will Transform Communication Between Patients and HCPs and Maximize Treatment OutcomesThere must be many ways to realize changing the pharma business model by using digitalThrough intensive analysis, we have designed new service concept to address an emotional journey of patients and HCP’s burdensIt is now clear that patients need emotional support and doctors need resources, and we will, therefore, provide emotional support to maximize treatment outcomes through a new serviceWe will introduce this service and highlight how we are trying to change our business model in the fertility spaceSHINICHIRO AKAHO, Head of Business Technology, MERCK SERONO 12:00PM Case Study Digital Transformation: Establishing a New eMR Team to Improve Remote Communication CapabilitiesThe “why transform” question is the starting point of all digital business transformations. Organizations need to be clear on the justification for change. Digital business transformation can take many forms and smart transformation requires prioritization — knowing what to do and how to do it are two very different challenges. Questions in the digital business transformation journey, such as “how to transform,” are the hardest to answer.RYOTA KANO, Center of Excellence, Integrated Marketing Lead, PFIZER 12:30PM International Case Study Aligning Digital and Brand Management for Regional and International Roll-Out, Engagement and LaunchesDigital: We call it “Multi-Channel Transformation.” The key responsibility is develop the digital strategy for Region International and to push for, as well as inspire a change to use digital channels in our work with customers across the 80 markets. Results include strategy roll-out and engagement pilotsBrand Team Psoriasis: We call it “Patient Solutions.” The key responsibility is to lead the growth of our psoriasis franchise in the markets with a main focus on Japan, China, South Asia and GCC. We are preparing our markets for upcoming launches. We have developed a new strategy and a positioning framework for the established brands as well ensuring optimal lifecycle managementKASPER JERLANG, Head of Brand Team Psoriasis and Digital Transformation, Region – International, LEO PHARMA A/S, SINGAPORE 1:00PM Networking Lunch2:00PM Case Study Session Title to Be DeterminedGUY DE ROCQUIGNY, Head of Performance Solutions Japan-Australia, GOOGLE APAC 2:30PM Case Study Session Outline to Be DeterminedTORU SEO, Senior Director, Head of External Science & Innovation (ES&I), Japan,, PFIZER 3:00PM International Case Study Session Outline to Be DeterminedDR. SELIM SARIYERLI, Global CRM and Digital Analytics Manager, FERRING PHARMACEUTICALS, SWITZERLAND 3:30PM Afternoon Networking Break4:00PM Case Study Digital Transformation Journey in Life Science Segment: Utilization of the Marketing Automation System to Optimize Digital Marketing Tactics to Generate LeadsBuilding platforms to integrate with marketing automation systems for lead managementPeople’s mindsets for digital transformation from traditional business operationsHow to engage customers (end-users) and raise the brand visibility with social mediaHow to utilize earned media to drive traffic to the owned mediaAZUSA KAJI, Head of Global CRM Deployments and Support, TAKEDA PHARMACEUTICAL COMPANY 4:30PM Case Study Taking on a Digital Medical Project That Assists in Instructional Design, Communicating With Various Stakeholders and Expands the Information for Potential PatientsSince digital medical is a brand-new area, many pharmaceutical companies tend to hire consultants with only business backgrounds for the project, ending in conflicts with various stakeholders (physicians, medical liaison, etc). That’s where a well-designed digital medical project can optimize many internal functions — including HEOR — and lead to better education and outcomes for your patients.ERIC LIN, PH.D., Health Scientist, ELI LILLY K.K. 5:00PM Closing Comments and Conference Roundup5:05PM Close of Conference Faculty Shinichiro Akaho Head of Business TechnologyMERCK SERONO Javier Asenjo Head of Global CRM Deployments and SupportTAKEDA PHARMACEUTICAL COMPANY Philippe Auvaro PresidentORPHANPACIFIC, INC. Christophe Bureau Vice President, Strategic InnovationSTEVANATO GROUP Bryan Cohen Digital Platform Lead – Promotional Operations, Sales, and Marketing, Worldwide Innovation FellowPFIZER, INC. Debraj Dasgupta Head of Commercial Operations functions (Strategy and and Go-To-Market Transformation)NIPPON BOEHRINGER INGELHEIM Robert Gargiulo (Founding) Director of Marketing, Mylan Consumer HealthcareMYLAN, USA Shwen Gwee Head of Digital Strategy, Global Clinical OperationsBIOGEN, USA Tomaya Iwasaki Senior Director and BU HeadZOETIS Kasper Jerlang Head of Brand Team Psoriasis and Digital Transformation, Region – InternationalLEO PHARMA A/S, SINGAPORE Azusa Kaji Head of Global CRM Deployments and SupportTAKEDA PHARMACEUTICAL COMPANY Ryota Kano Center of Excellence, Integrated Marketing LeadPFIZER Eric Lin, Ph.D. Health ScientistELI LILLY K.K. Ryan O’Donnell Director and Site Head — Amgen Digital Health (JAPAC)AMGEN, SINGAPORE Guy de Rocquigny Head of Performance Solutions Japan-AustraliaGOOGLE APAC Dr. Selim Sariyerli Global CRM and Digital Analytics ManagerFERRING PHARMACEUTICALS, SWITZERLAND Buddy Scalera Senior Director, Content StrategyTHE MEDICINES COMPANY, USA Toru Seo Senior Director, Head of External Science & Innovation (ES&I), Japan,PFIZER Marine Queniart Stojanovic VP, Global HCP Engagement TransformationGLAXOSMITHKLINE Ajai Sulekh Chief Operating Officer (Head of Commercial)BIOGEN JAPAN LTD Yuka Takesue Director Multichannel Engagement HubELI LILLY KK Makoto Urakwa Head of Giotraf Marketing, Oncology Business UnitNIPPON BOEHRINGER INGELHEIM Please contact the event manager Marilyn (marilyn.b.turner(at) ) below for: - Multiple participant discounts - Price quotations or visa invitation letters - Payment by alternate channels (PayPal, check, Western Union, wire transfers etc) - Event sponsorship NO REFUNDS ALLOWED ON REGISTRATIONS Prices may go up any time. Service fees included in pricing. ----------------------------------------------------------------- ExL Events, Inc. - NewYorkEventsList ----------------------------------------------------------------- MYL171110CEV VIO180129UPD CEC180215UPD

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