DGE’s Omnichannel Marketing Strategy Symposium provides you with the skills and strategies you need for orchestrating a personalized marketing approach that wins the competition for your customers’ attention!
- Expand and Deliver from Multichannel to Omnichannel
- Maximize ROI in Investment Strategies
- Structure Partnerships with Marketing Agencies, Consultants, and Vendors
- Oversee the Development of Content and Digital Assets to Achieve Brand and Business Objectives
- Ensure Measurement and Optimization Strategies and KPIs for New Marketing Channels
- Innovative strategies for identifying geographies that enable personalized messaging
- Up-to-the-minute methods for adapting omnichannel marketing to a post-COVID world
- Case studies on tracking and improving HCP engagement through digital interactions
- New clarity on the changing role of sales reps
- The only life science industry event wholly devoted to this topic streaming on a proven successful interactive platform!
Current medical affairs professionals:
- Omnichannel & Multi-Channel Marketing
- Digital Marketing & Engagement
- Advertising/Promotional Programs
- Commercial Strategy & Operations
- Customer Experience
- Sales Teams
- Brand/Product Management
- HCP & Physician Communications
- Product Launch & New Product Planning
- Data Analytics
- Lifecycle Management
- Medical Media
- Speaker Programs
- Legal & Compliance
With costs at an all-time high and revenue decreasing, securing buy-in for new digital tools and strategies may seem like a daunting task. It is crucial to showcase that the cost of investing is worth the outcome. Medical affairs teams need to align a strategy to communicate the value of these tools to their organizations.
- Examine and identify business needs to create a business case to showcase the benefits and how costs will go down in the future
- Understand the reimbursement landscape
- Identify how certain tools bring value to consumers and help you stay competitive
- Set up the conversation with the appropriate stakeholders
To convince organizations to pursue new digital strategies, you must first assure legal and regulatory approval. The challenge is determining how to align these tools and strategies with regulatory to stay in compliance.
- Navigate privacy and security concerns in a virtual setting
- Balance novel innovation with compliance and regulatory guardrails
- Partner to build a digital regulatory strategy
- Expand remote monitoring and other flexibility that FDA has allowed for clinical studies due to COVID
- Discuss recent changes in remote monitoring from a medical device or medical app standpoint
While the world has been shaken up by the pandemic, the principles of digital communication are universal. Step back and take another look at your content strategy—explore what’s waiting beyond the current state of affairs.
• Tell compelling stories from your data
• Craft content with Visual Stopping Power
• Tailor the user experience
• Elevate & maximize engagement – for real
Medical affairs teams are accustomed to in-person interactions, and these team members need to upskill and stay relevant to the new channels utilized by consumers. It is essential to consistently demonstrate value to internal and external stakeholders in a digital era.
- Learn how to utilize the platforms that are available
- Capture the audience and convey messages in a clear and concise way
- Stay current with information by recognizing what is important and what is not
- Engage with other medical affairs professionals to determine what tools work best
- Change existing behavior and adapt to new, innovative tools to add value
- Assist with interpretation and allow sharing of diagnostics among HCPs
- Leverage verifiable global data to identify, interrogate, and validate
- Create a single source of truth for your KOL
- Filter through the noise if social media to drive engagement
There is an evolving opportunity for innovative technological solutions in diagnostic testing that can impact both patients and providers. Medical Affairs is a key stakeholder in driving digital solutions. Digital tools can improve data accessibility and sharing, providing an integrated experience for HCPs and meaningful outcomes for patients.
- Improve the patient journey through the development and implementation of a virtual assistant
- Assist with interpretation and allow sharing of diagnostics among HCPs
Millennials are currently the largest segment of the workforce and are rapidly changing the face of healthcare. They will soon have the strongest purchasing power of any generation. They are known for being tech-savvy and innovative and prefer to use digital channels to consume information and engage with pharmaceutical companies. The future of medicine will be directed by millennials and it is imperative to learn new skills to connect with them.
- Promote platforms that provide video
- Ensure all digital tools and platforms can be accessed from smartphones
- Create and utilize mobile apps
- Connect healthcare to wearable devices such as Apple watches and Fitbits
The future is moving in the direction of conducting more virtual conferences. Virtual conferences are more time-efficient for HCPs who are busy. They also reduce travel costs and carbon footprints. What does the future look like for virtual conferences?
- Replicate a live setting which allows for a rich environment and live presence from pharma and biotech companies
- Recreate the same activities as live events
- Incorporate interactive collaboration tools that allows for the same type of engagement among peers
Social media can be an effective way for HCPs to stay connected, communicate, and market products or services. These sites are becoming more prevalent in reaching out to consumers and other HCPs. Social media has an enormous user base that can be targeted by the healthcare market.
- Access and share information quickly
- Provide information in bite-sized pieces
- Evaluate competitors to gain insight to compare and improve quality
- Track KOLs and observe their behavior to assist with your business strategy
Creating a patient-centric solution requires feedback from the patients, guiding decisions based on their needs and perspectives. It is imperative to establish a connection with other practitioners, patients, and their families to adopt and implement a business strategy to optimize patient outcomes.
- Partner with online communities
- Explore how social listening can be used to collect valuable insight from patients
- Personalize digital communication based on their specific questions and needs
- Create a menu of digital materials for patients to find the information they need
Everyone digests information differently and have different preferences on how they like to receive information and learn. Understand the audience you want to reach, how they learn in the digital age, and how to increase their engagement via digital content.
- Conduct market research to find out who your audience is
- Reach out to KOL base and identify where they go for their information
- Have a dynamic feedback loop with customers to gain insights
- Develop tailored digital innovation to cater to specific audiences for digital content
- Examine which digital assets best fit the data type/scientific messages and are most effective to reach goals for successful ROI
- Link metrics to digital assets to understand which content is most engaging to apply learnings for updating and/or developing digital assets
In-person communication and engagement is moving towards being replaced by online platforms. The struggle for many HCPs is maintaining a rich and meaningful experience with customers and KOLs in a digital setting. Without a physical presence, HCPs must find new ways to have a virtual interaction that is still meaningful.
- Use collaborative tools that allow presenters to work with the audience and large groups of people
- Utilize audience-response systems to ask questions and collect answers digitally
- Identify what tools work best for certain individuals
Identify opportunities for digital transformation within your organization
Learn how cross-departmental collaboration can be aided by digital tools
Define the appropriate metrics for reporting on learnings and facilitating change
Develop a medical affairs model for building ongoing, omnichannel strategic plans
In the post-COVID era, physician practice patterns in largely outpatient settings have shifted focus to maximizing clinical hours in an effort to maintain income leaving healthcare providers less time and patience to learn new technology or new medical information.
- Describe best practices for designing and executing remote advisory boards and KOL interactions
- Discuss ways to leverage technology to streamline training and learning curves related to new scientific information
- Utilize animation and leverage CME disease state “microsites” to drive on-going multi-media, on-demand medical education
As patients, HCPs and KOLs engage online, it’s imperative to have a process that identifies important insights from social media. This presentation will equip participants to create an efficient social listening insights process by explaining:
- The importance and value of social listening insights for Medical Affairs
- The insights process and how social listening supports it
- The role of technology and the human element in generating actionable insights
- Key considerations: technology, staffing and compliance
Medical affairs teams have an overload of responsibilities. Well-guided innovation can empower these individuals to create a more efficient and seamless workflow.
- Tag and categorize insights for easier storage and access
- Explore virtual advisory boards with polling and white board sessions
- Replace lengthy presentations and reading formats
- Identify insights and trends
- Take advantage of social media platforms for health care professionals
- Implement digital strategies for post-market research
Many medical affairs teams underestimate the value of the data that they create and consume. The utility of analytics is often misunderstood and developing a data strategy can be overwhelming. As biotech embraces more digital solutions, an investment into data-driven decision making and a self-service analytics model becomes crucial in showcasing ROI and value.
- Understand the gaps, opportunities, data silos, and current data landscape of your team
- Start small and utilize a structured framework to bring data to the hands of your users to increase adoption and create a data-oriented department
- Avoid investing in “shiny” AI/ML vendors or projects without having a defined ROI and business use case
- Case Study 1: Natural Language Processing in Medical Information & Field Medical
- Case Study 2: Descriptive/Predictive Capabilities of Medical-Legal-Regulatory data in Medical Affairs Operations
More than ever before, medical affairs teams are looking for ways to engage digitally with customers both by creating and utilizing existing tools and platforms. The expanding market landscape creates a broad spectrum of information leaving HCPs to determine the best resources for their needs.
- Learn how to differentiate your digital strategy to fill in the gaps in a digital world
- Determine the best tools to fit your company’s needs
Traditionally, thought leaders were tracked by looking at publications. In today’s world, digital and social media influencers are the emerging thought leaders.
- Monitor the activity of KOLs on social media sites
- Identify their preferred groups
- Find out who they network with through social feeds
- Examine their opinions and how they think by reading their posts and links
Medical education is rapidly shifting from in-person classes to increase the accessibility of information digitally. New channels need to be optimized for medical education.
- Provide CME/MIME on the go for HCPs needing access
- Allow information online to be accessed for longer periods of time
- Utilize audibles during commute time
Medical affairs teams are overwhelmed with the sheer quantity of available digital tools and platforms. How can medical affairs digital leaders identify and implement a working, fit-for-future digital strategy?
- Identify the team’s business needs and deliverables
- Assess the team’s learning styles and strengths, and optimize information delivery to them
- Consider whether to integrate multiple interfaces into a single platform for organization and easy access; and whether to leave them alone
The digital landscape of healthcare has accelerated due to Covid-19. Many organizations that were not up-to-date with the latest digital tools and strategies were left fumbling to find fast solutions to navigating healthcare in a digital environment. Covid-19 will eventually come to an end but there are many digital tools that are here to stay.
- Continue providing care for patients with the use of electronic communications and software without an in-person visit
- Empower virtual engagement and conferences among HCPs
- Collect insights via artificial intelligence
- Support 3D virtual reality platforms that replicate live meetings
- Encourage collaboration tools that allow for big groups to work together
In the age of all things digital, medical and scientific affairs organizations must consistently evolve their communication strategies to be able to continue to engage and improve their ability to attract and communicate with Key Opinion Leaders and Thought Leaders in their field. This can be particularly challenging in the small to mid-sized company where resources are limited in both access to software tools and platforms and dedicated personnel to manage and maintain the communication efforts. This presentation will describe how one company developed and adopted a strategy based on that used by marketing organizations for Scientific Content Marketing, and modeling communication pathways based on the customer journey.
- Utilize various forms of communication
- Analyze digital strategy development and execution
- Discuss hits and misses – the results achieved in the first years and how it influenced the path forward
Securing meetings in a virtual setting has its own set of challenges in comparison to meeting in person. MSLs rely on a relationship-based exchange, where the relationship of an MSL and a KOL will dictate whether the meeting is accepted. Doing this virtually has changed this type of exchange. How do you secure meetings with KOLs virtually?
- Be proactive in your request to meet
- Plan good content to capture the attention of KOLs
- Create content for MSLs to present the information of materials that will be discussed
- Use the content of what will be shared instead of relying on the