The document provides information about the 3rd Annual Pharma eMarketing Congress taking place from September 11-13, 2013 in Barcelona, Spain. The event will focus on exploring new opportunities in digital marketing and how pharmaceutical companies can best leverage various e-marketing channels. It will feature expert speakers, a pre-conference social media training day, workshops, case studies, and panel discussions on topics such as social media guidelines, mobile marketing, and engaging stakeholders online. Attendees will include senior executives from marketing, communications, and digital departments of pharmaceutical companies. The event aims to provide solutions for challenges faced in e-marketing and discuss best practices for connecting with customers through new channels.

1. 3rd Annual
PHARMA
eMarketing
Congress
11 – 13 SEPTEMBER 2013
Hotel Barceló Sants | BARCELONA
In the Chair
Haider Alleg | Gedeon Richter PregLem | Global eMarketing Manager
YOUR PRESTIGiOUS SPEAKERS and PANELists
Pre-Conference SOCIAL MEDIA DAY:
Training led by:
Alexandra Fulford
Pharma Digital Strategy
and Social Media Consultant
Pharmaguapa
Sven Awege
Executive Director
& Senior Consultant,
Pharma Strategic
Special Features
SOCIAL MEDIA DAY
Training with case studies and case exercises
WORKSHOP
Social media & the pharma industry –
a turbulent marriage
Panel Discussion
following a session of case studies from
various countries
Several networking sessions
with plenty of discussion opportunities
LUCKY DRAW – win 1 of 3 books
“The Web-Savvy Patient” by Andrew Schorr
with Mary Adam Thomas
gold sponsor
John Mack
“Pharmaguy” | President Pharma Marketing Network
Emma D‘Arcy
InventivHealth | Head of Participatory Medicine
Andrew Schorr
PatientPower.info | Founder and Host
Josep Soldevila Melgarejo
Gruppo Angelini | Digital Marketing Director
Xavier Olba
Sanofi Iberia | Digital Business Strategy Manager
Yannick Di Mondo
Mylan | Digital Director Europe
Haider Alleg
Gedeon Richter PregLem | Global eMarketing Manager
Dr Rob Hicks
Ricard Robledo
Novartis | e-Marketing Manager
Nicolas Pokorny
Britannia Pharmaceuticals | Regional Director, EMEA / Latin America
Alexandra Fulford
Pharmaguapa | Pharma Digital Strategy and Social Media Consultant
Vincenzo Di Meo
Boehringer Ingelheim | Product Manager
Lourdes Pérez, Janssen
Pharmaceutical Companies of Johnson and Johnson
eBusiness Manager
Tom Renneberg
Esanum | CEO
Gokhan Salmanoglu
Pfizer | Regional Director, Multi Channel Marketing
Shona Davies
Univadis®/MerckMedicus
Associate Director Marketing Communication/Channels
Dr. Zakiuddin Ahmed
Healthcare Paradigm | President
PharmEvo | Director eCommunications
Evgeniy Vishkovskiy
CEO and founder of „Vrachi RF“
Tibor Cemicky
Vivanti | Business Development Leader BU Europe
Our Expert Advisory Board
ENDORSING PARTNERs
Josep Soldevila Melgarejo
Gruppo Angelini | Digital Marketing Director
Timothy White
Lundbeck | Global Director & Head of Customer Interaction Management
Mikael Lindblad
Meda Pharma | Head of Digital Marketing Management
Rene Neubach | former Pfizer Pharmaceuticals
eMarketing Manager, Specialty Care Europe

2. Email: marcela.jurickova@flemingeurope.com | www.flemingeurope.com
Booking line: Tel: +421 257 272 334 | Fax: +421 255 644 490
Event Focus
Look beyond the “traditional”
Explore new meanings & opportunities
behind “digital”
Learn how to best use all innovations
in your marketing
Find out about the true importance of social media
See how you can better connect with your customers
Focus on multichannel distribution
Get solutions, not just the challenges
Event Introduction
Building on the success of the 2nd Annual, we have created a highly interactive program specifically designed to discuss and address current trends
and challenges faced by pharmaceutical companies, with a special focus on providing solutions to these challenges, as they increasingly leverage
the potential of several e-Marketing channels.
Featuring expert speakers and innovative solution providers, the 3rd Annual Pharma e-Marketing Congress provides the platform for the exchange of
valuable insight into today‘s e-Customers, and equips pharmaceutical companies with the tools needed to impact sales.
Plus, our special feature one-day Training will discuss strategies to understand social media guidelines, how to set and handle social media mindset,
monitor digital KPIs as well as the factors of a good communication between healthcare providers and pharmaceutical companies.
What did our past attendees say?
Business Development Director, BaseCase Management
“The organisation of the event was great! The size of the audience was also very good as it gave an opportunity to speak to many people.”
VP Research & Pharmaceutical Partnerships, Patient Knows Best
“Thank you for this event! It was very well organised with a great range of subjects.”
Product Manager, Reig Jofre Group
“The event was very well organised, I appreciated all presentations being on time as planned. Speakers were brilliant!”
Nordic Product Manager Immunotherapy, Octapharma Nordic
“Good program, nice venue, well organised event.”
Who Will Attend
Senior Vice Presidents, Vice Presidents, Senior
Executives, Global Heads, Heads, International
Directors, Senior Directors, Directors, Senior
Managers, Managers of:
E-Marketing / Marketing / Interactive Marketing /
Consumer Marketing / Brand and Product Management /
Relationship Marketing / Internet Communications / Global
Marketing / Business Development / E-Communication
/ Innovations / Social Media / Multichannel Marketing
/ E-Media / Online Communication / E-Strategies /
Marketing & Sales / Marketing Excellence / Branding /
Strategic Marketing / Brand Management
MEDIA partners

3. Email: marcela.jurickova@flemingeurope.com | www.flemingeurope.com
Booking line: Tel: +421 257 272 334 | Fax: +421 255 644 490
Day 1 | SEPTEMBER 11, 2013
SOCIAL MEDIA DAY - Training
8:30 Registration and Coffee
13:00 Lunch
14:00
8:55 Welcome note from Fleming Europe
• What is Social Media? (timing and exact content dependent
on level of audience knowledge)
- Introduction
- Platforms, #, terminology, etc.
• Guidelines from different agencies in using Social Media
- Listening
- Sharing and Engaging
- Challenges, opportunities, best practices – case studies
Alexandra Fulford
Pharma Digital Strategy and Social Media Consultant
&
Sven Awege, Executive Director & Senior Consultant,
Pharma Strategic
10:10 Morning Coffee and Networking
10:30
Session 2
Setting a Social Media Mindset in Your Company
• Importance of knowing the meaning and opportunities
Social Media presents
• How to set and handle this new mindset
(senior management does not usually understand SM)
• How should an organisation be organised to have the right
competence?
Alexandra Fulford
Pharma Digital Strategy and Social Media Consultant
&
Sven Awege, Executive Director & Senior Consultant,
Pharma Strategic
11:30
Sven Awege, Executive Director & Senior Consultant,
Pharma Strategic
Session 1
Social Media Guidelines, Rules & Regulations
Session 3
Implementing Social Media
• Corporate level issues
• Importance of coordinating with other departments,
geographies
• Cooperating with external partners
• Landscape, channel selection
• Customer journey and insights
• Cross-channel integration
• Case Study
Alexandra Fulford
Pharma Digital Strategy and Social Media Consultant
KPIs and ROI
• Digital KPIs to monitor
• Social media ROI
• Analytics and measurements
• Is it possible to calculate ROI on all social activities?
9:00 Agenda and Training objectives
9:10
Session 4
15:00
Session 5
Leading and Cultivating the Dialogue with
Stakeholders through Social Media
• How to communicate with stakeholders online
• What are the success factors of a good communication
• Challenges and opportunities
Alexandra Fulford
Pharma Digital Strategy and Social Media Consultant
&
Sven Awege, Executive Director & Senior Consultant,
Pharma Strategic
16:00
Round Table Discussions
Case Study discussion
(e.g. non-pharma case study – how to apply to pharma)
Alexandra Fulford
Pharma Digital Strategy and Social Media Consultant
&
Sven Awege, Executive Director & Senior Consultant,
Pharma Strategic
17:00 Closing Remarks and Coffee
MEET THE TRAINING LEADERS:
Alexandra Fulford
Pharma Digital Strategy and Social Media Consultant
Pharmaguapa
Alexandra Fulford is a strategy consultant specialised in digital and
social media strategy in the pharmaceutical industry. She has extensive
experience in working with top pharmaceutical companies such as
Roche, Novartis, Novo Nordisk, Merck Serono, Sanofi and Astra Zeneca,
as well as firms such as McKinsey and Digitas Health. Projects have
included digital strategy development and implementation, social media
strategy, implementation and guideline development, strategic business
process optimisation, and market entry and expansion strategies. With
a highly international background Alexandra speaks fluent French,
German and Spanish and basic Mandarin. Alexandra‘s blog is www.
pharmaguapa.com and she also volunteers for www.hopeforstrays.com
Sven Awege
Executive Director & Senior Consultant
Pharma Strategic
Sven has over 20 years work experience spanning several industries,
functions and roles. He is one of the early „digital pioneers“ helping bluechip companies embrace eBusiness in the 90‘s through the strategic
consulting company he created at that time. The last 10 years Sven
has been deeply engaged in the Pharma industry, having worked for
Eli Lilly in Sales, Marketing (and multi-channel), Finance and Consulting
across Europe, the last two of which he has deepened his knowledge
and expertise as a subject matter expert on social media and mobile
in this unique industry, through “Pharma Strategic” to help healthcare
stakeholders deliver innovative solutions.Channel experience includes:
Sales force, congresses, newsletters, eDetailing, Healthcare portals,
Disease awareness websites & media promotion, web conferencing,
mobile, social media and community management.

4. Email: marcela.jurickova@flemingeurope.com | www.flemingeurope.com
Booking line: Tel: +421 257 272 334 | Fax: +421 255 644 490
Day 2 | SEPTEMBER 12, 2013
8:30 Registration and coffee
• Healthcare professional communities in Spain, discussion
and case studies
• Most relevant social media programs targeting patients
• Changing the paradigm: pharmacies embracing social
media and the internet in Spain
• The new salesforce: from F2F, to iPad reps, to the future of
the rep as part of a multichannel strategy
Josep Soldevila Melgarejo
Gruppo Angelini | Digital Marketing Director
Xavier Olba
Sanofi Iberia | Digital Business Strategy Manager
9:00 Opening remarks from the Event Chair
SOCIAL MEDIA AND MOBILE MARKETING
IN THE WORLD OF PHARMA
9:10
Keynote
Generating value through digital asset management:
a global challenge, a local reality
• Generating value through digital experiences and online services
• Channels, personalization and local specificities - the risk of
missing something is high
• Strategic choices to take for ensuring timing, budget and
value to the end users
• Avoiding common pitfalls and including cultural and
regulatory dimensions in your digital strategy
• Questions & Answers
Haider Alleg | Gedeon Richter PregLem
Global eMarketing Manager
15:30 Afternoon coffee and networking
10:30 Morning coffee and networking
11:00
• Learn about strategies in social media marketing
• Find out what your customers really want
• Use social media as an effective additional e-marketing tool
Workshop led by John Mack | “Pharmaguy”
President Pharma Marketing Network
12:30 Lunch
17:30
Special feature – Case Study session
Focusing on emarketing and digital from a countryspecific point of view
14:30 – 15:00 - The Global perspective:
Univadis Case Study: Digital Marketing for New Pharma
• Permission Marketing – what is it and why should you care?
• The case for a global approach: Is it really effective? Really?
• What can we learn from our local teams?
Shona Davies | Univadis®/MerckMedicus
Associate Director Marketing Communication/Channels
Panel discussion
with the case studies presenters
Some of the questions that will be answered in this session:
- Within last several years a revolutionary market change occured in most countries.
Doctors and other HCP became united in specialized networks. Now any doctor
can express their opinion and it will be spread in seconds among thousands of their
colleagues. Along with other subjects quite often doctors discuss pharmaceutical
products. Due to the high number of participants the impact of such discussions on
the HCP‘s opinion could be compared to months of all other company‘s marketing
activity. Sometimes the spread information could be different from the company‘s
official position or simply wrong. What can be done by a company to secure this risk?
Emma D‘Arcy | InventivHealth
Head of Participatory Medicine
This session will bring you a very special insight into the hottest issues in
digital and emarketing through the presentation of several case studies
from different countries. Find out how regulations and different jurisdictions
can have an influence on the extent to which pharma companies are
able to make use of all “hot” gadgets, like mobile applications and what
exactly they can achieve with the help of smart phones / iPhones. To sum
up, there will be a panel discussion at the end of the session where all
your questions will be answered.
17:00 – 17:30 - The Pakistan Model:
Value Added Services for Physician Engagement through
Cause Oriented Digital (multichannel) Marketing
Dr. Zakiuddin Ahmed | Healthcare Paradigm, President
PharmEvo, Director eCommunications
13:30 The Impact of social media on medicine:
competitive collaboration between patients,
physicians and pharma in the participatory era
14:30
16:30 – 17:00 - The Russian way:
The development of healthcare professionals‘ online
communities
• Local popular social networks via international ones
• Specific drivers for MDs to participate in the communities
• Local legislation in respect to the contacts between doctors
and medical representatives: theory and practice
• Quantitative analysis of the existing communities
• Connected risks for the pharmaceutical companies
Evgeniy Vishkovskiy | CEO and founder of „Vrachi RF“
WORKSHOP – Social media and the pharma
industry – a turbulent marriage
There is no question as to the role of social media in marketing. Also,
it is clear to everyone that if companies want to survive in the tough
competitive environment, they have to adapt to what their customers
want. However, are pharma companies really ready to use social media
to its fullest and see all the benefits?
16:00 – 16:30 - The Turkish perspective:
Transforming Marketing in the Digital Era in the
Pharma Industry
• The need for change in the marketing model in pharma
• What does Multi Channel Marketing bring to internal and
external customers in Pharma
• Essentials to build the right MCM strategy
Gokhan Salmanoglu | Pfizer
Regional Director, Multi Channel Marketing
9:50 Global / Local Social Media
• Global/Local social media issues
• Implementation & process recommendations
• Joint awareness building via social media
• Questions & Answers
Alexandra Fulford | Pharmaguapa
Pharma Digital Strategy and Social Media Consultant
15:00 – 15:30 - The local perspective:
e-lessons learned in the Spanish pharma industry
- Who in a company should be in charge of representing the company in the social
media for HCP? What should their qualification and responsibilities be? How many
companies already have such staff?
- Traditionally users of social media are looking for fun and informal communication.
On the contrary, the companies‘ messages to doctors are traditionally based on
scientific approach and research data. What should be the motivation to engage
MD‘s in the professional social media?
18:00
Feedback session
Your opinion is truly important for us to keep improving our events year by
year. Thank you for your valuable feedback!
18:10 Closing remarks from the Event Chair
Speakers and delegates are cordially invited to attend a
Networking Cocktail reception

5. Email: marcela.jurickova@flemingeurope.com | www.flemingeurope.com
Booking line: Tel: +421 257 272 334 | Fax: +421 255 644 490
Day 3 | SEPTEMBER 13, 2013
INSIGHT FROM THE OTHER SIDE
13:30 Multi-channel marketing - Taking relationships to
the next level
• Building relationships with customers through new channels
• Getting the right message to the right person at the right
place and at the right time
• Taking demographics into consideration when choosing
the right channel
• Integrating sales force into multi-channel marketing
• Questions & Answers
Yannick Di Mondo | Mylan | Digital Director Europe
9:00 Doctor‘s perspective –
Catching the social media fever?
• How can physicians make use of online interaction?
• First hand experience and genuine attitude towards
e-detailing
• Implementing digital into CME – what are the benefits?
• Questions & Answers
Dr Rob Hicks
9:30 Patient‘s perspective –
Empowering patients online
14:00 Customer centricity - From Marketing to Customer
Plans and how digital can help to reach business
objectives
• The first thing - the customer
• Benefits of digital marketing
• How to get insights
• The importance of segmentation
• Myths and truths about digital marketing
• Main mistakes
• Questions & Answers
Lourdes Pérez
Janssen, Pharmaceutical Companies of Johnson
and Johnson | eBusiness Manager
Andrew Schorr, PatientPower.info
Founder and Host
BLENDING DIGITAL & TRANDITIONAL
TO PERFECTION
10:10 Keynote Evolving human behaviour:
How to change market share in a multichannel world
• The behavioural aspect of Marketing
• The world was always multichannel
• Positioning and Transformation: Play for winning TODAY
means you’ll lose
• Setting the baseline: Innovation starts with getting the
basics right
• Multichannel strategy: sustainable profit long term – if you want it!
• Questions & Answers
Nicolas Pokorny, Britannia Pharmaceuticals
Regional Director, EMEA / Latin America
10:40 Morning coffee and networking
14:30 Afternoon coffee and networking
14:50 Balancing branded and unbranded content:
the behavioural challenge
• The promise of multichannel marketing: does one-size-fit-all?
• Understand customer’s real needs, identify barriers,
encourage behavioural responses.
• Content is king, media is queen.
• Using analytics to get customer’s insights
• Questions & Answers
Vincenzo Di Meo, Boehringer Ingelheim
Product Manager
15:20 Tying customer interaction together
• Pharma landscape. The need of digital transformation
• Tablet e-detailing
• Key drivers in the CLM
• MCLM and customer centricity
• Questions & Answers
Ricard Robledo, Novartis | e-Marketing Manager
11:00 How pharma gets involved in HCP online-communities
• Real life examples of current projects of pharma‘s involvement
• Figures and Costs
• General use cases and pitfalls
• How to measure success? What are the KPIs?
• Questions & Answers
Tom Renneberg | Esanum | CEO
15:50
• Six columns of CLM/e-detailing implementation methodology
• How to get MAX results with CLM implementation?
• What are the typical mistakes of CLM/e-detailing project
implementations?
• What kind of key features must be presented in CLM platform?
• What kind of content will be extremely efficient?
• Cases & Examples
• Questions & Answers
Tibor Cemicky
Vivanti | Business Development Leader BU Europe
Panel Discussion to address all issues that
have arisen from the morning presentations
lead by Vivanti
12:30 Lunch
Focused round-table discussions
Exchange strategic information with your colleagues and
improve your company‘s business strategy. Use this unique
opportunity to discuss your questions and opinions. Don‘t let
any question go unanswered!
11:30 How to implement CLM/e-Detailing properly?
12:00
Special Feature
Some of the suggested topics to be discussed:
• Create content: How do you address content for customers?
• Content lifecycle: How do you manage it?
• Reshaping content: What plays a major role in re-designing
content?
• Why do doctors go online? Can we draw the key things they
expect from the online communities?
• Social media and the Pharma: What is your dream feature
as a marketer?
16:20
Feedback session
Your opinion is truly important for us to keep improving our
events year by year. Thank you for your valuable feedback!
16:30 Closing remarks from the Event Chair