Reputation: How it is built and maintained, and the role of PR - A report by ...
Pharma e marketing canada 2010 nov 1-2 (3)
1. Over 200
YOUR PASSPORT TO CANADA’S MUST ATTEND EVENT FOR PHARMA
Developed by:
Registered Delegates
Pharma
e-marketing Canada
2 day conference - November 1 - 2, Marriott Bloor Yorkville, Toronto
Create the Perfect Social Media Strategy within your
Marketing Mix to Engage Customers and Improve ROI
Expert Speakers Include:
Gain Insights from PAAB, ASC, & Rx&D: Hear their exact Ray Chepesiuk
recommendations towards Social Media Marketing and Chief Executive O cer of
the autonomous
Create the Perfect Campaign. Pharmaceutical Advertising
Advisory Board
Embrace all the Opportunities within Social Media: Linda J. Nagel
President and CEO
Engage Physicians, Pharmacists, Nurses and Consumers to Advertising
Standards Canada
increase brand awareness and sales.
Christian Roy
Build a Bespoke Multi-Channel Approach: Develop a Vice President, Marketing,
Primary Care Business
robust marketing strategy inspired by proven case studies Unit
Pfizer Canada
delivered by industry innovators.
Declan McGuiness
Head, Growth Brand
Ensure a Strong ROI: Apply measurable resources to Management
Bayer Inc.
guarantee profitability with eChannels.
Henry Anderson
Global Interactive
"Canada has been looking to the US and Europe for too long on this Marketing Manager
topic. For the first time we have an event purely focused to the Novartis
Canadian market. This will be one event we can't miss."
Dr. Shafiq Qaadri
Christian Roy, VP, Marketing, Pfizer. Physician, Medical
Lecturer & Writer
In Association With: Diamond Sponsor: Water Bottle Supporting Gold & Lunch Sponsor:
Sponsors: Sponsors:
Gold Sponsors: O cial Media Partners:
TM
Co ee Break Sponsor
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/emarketingcanada
2. Pharma Developed by:
e-Marketing Canada
November 1-2, Marriott Bloor Yorkville, Toronto
A note from PAAB
For the first time in Canada there is an agenda areas, internal business, mobile, eCME, award show to showcase Canada’s best. It is a
that o ers a comprehensive list of topics and eDetailing the list goes on.. and I’ll be on hand chance to get out of the routine business day
experts in this new emerging marketing area. to help ensure it all fits within the Canadian and expand your mind and your marketing
You’re guaranteed to gain essential insights regulatory framework. e orts. I hope to see you there.
and be truly ahead of the game at the end of
this summit. The opening sessions on Social More than the learning, I look forward to
Media will help you uncover the challenges opportunity meet and network with pharma
using this medium for targeting patients, industry folks who are looking to the future in
physicians , pharmacists, nurses and others. I their marketing e orts. Although you can learn
think one of the most important areas for about the technology and science, making Ray Chepesiuk,
pharma is how to establish a total marketing marketing happen in the real world still PAAB Commisioner
mix. I know this is at the heart of several depends on knowing the right people. Oh, and
presentations. This event really will cover all I look forward to the first digital marketing
34 Expert Speakers Include:
Ray Chepesiuk Patrick Massad Linda J. Nagel Nicole Bellam Chrisoula Nikidis Michelle Read-Kulig Peter West
Chief Executive Chief Review President and CEO Vice President Director of Ethics Senior Communications Senior Marketing
O cer of the O cer ASC ASC Clearance and Compliance Advisor, Digital & Social Director
autonomous PAAB PAAB Services Practices Media, Ontario Ministry Wyeth/Pfizer
Rx&D of Health & Long-Term
Care
Christian Roy Declan McGuiness Elena Chouw Claudio Battaglin Henry Anderson Danny Shenkman
Tom Pryzgoda Head, Growth Manager, Senior Market Global Interactive eChannel Brand
Vice President,
Director, Brand e-Marketing Manager, Marketing Manager
Marketing, Primary
International Management Pfizer Canada E-Marketing Manager Eli Lilly Canada Inc.
Care Business Unit
Marketing Operations Bayer Inc. Bayer Inc. Novartis
Pfizer Canada
Abbot
Dr. Shafiq Qaadri Lily Holmyard Neil Follett Greg Cook Natalie Bourré Janet Smith Rick Campbell
Physician, Medical Partner Managing Director Managing Director Medical Marketing Executive Editorial Director
Lecturer & Writer Essential Research Brightworks MDBriefcase and Social Media Publisher Rogers Healthcare
Inc. Consultant Rogers Healthcare Group
CFWH Group
Alec Melkonian Lori Grant Paul Kosto Kim Bercovitz Dave Pattenden Martin Fisher
Greg Rice
Senior Vice Senior Vice CEO President Director - Health Vice President
Managing Director,
President - Sales & President - Brand MediResource The Research Microsoft Canada Clearly Health Inc
Healthcare
Client Services Development & Doctor
Conversion
Marketing- Klick Pharma Digital Strategy
Communication Klick Pharma
Larry Lubin Derek Patterson Dr. Michael Lee Segal Day 1 Chair Day 2 Chair
CEO Regional Director Churchill-Smith CEO and president Brian O’Donnell Dr. John Reeves
Blue Rush Manulife Bank Director of Klick Executive President
International A airs, Vice-President - Kyp Canada Inc
McGill University Interactive Services
Health Centre Klick Pharma
3. Pharma Developed by:
e-Marketing Canada
November 1-2, Marriott Bloor Yorkville, Toronto
CONFERENCE AT A GLANCE
REASONS TO ATTEND Day One – November 1 Day Two – November 2
• Only eMarketing summit Summary Summary
focused purely to Canadian
Much anticipated PAAB Create an e ective
pharma
workshop marketing mix
• Premier event to learn about
the most innovative market ASC and Rx&D insights.
Create e ective e-Details
ing approaches.
Understand all levels of Social
Media. Website optimisation
• Vital Industry Topics
• Discover the elusive ROI Establish physician search Metrics & Analytics
within e-channels. characteristics
Mobile media, current apps
• Host to Canada’s first eCme > importance and and future potential
Pharma Digital Awards potential
Digital awards and
cocktail party!
NETWORKING AND EXHIBITION
Face-to-Face networking is key to prospering in 2010. Over 150 leaders and innovators in eMarketing will be in
the same room as you and eager to exchange ideas and share experiences. The design of the event maximizes
networking time with over 10 hours applied over the 2 days. No other event can provide you with 2 days of
business focused networking with some of the most influential people in your field. Build relationships and
grow your contact list in 2010 to transform the future of your business.
The only exhibition floor you’ll need
The eMarketing Canada Exhibition floor is an opportunity to see, discover and understand new products and solutions in
action. Spaces are limited. Get in touch today to secure your place.
Contact Ed Harris, SVP of Sales at, eharris@eyeforpharma.com
DIGITAL AWARDS
Discover how Canadian Pharma is Erupting into
2011 with Digital Innovation
eyeforpharma is proud to partner with Kyp Canada to bring you Canada’s first
Pharma Digital Awards.
Submission information and judging criteria can be found on
www.eyeforpharma.com/emarketingcanada/awards
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/emarketingcanada
4. Developed by:
Day One - November 1st, 2010
Welcome to the SUPER panel Target Physician Segments EXCLUSIVE
Keynote Industry Overview Pharma + Regulators + Agencies + Physicians by Leveraging the Power of CANADIAN
EPHYSICIAN
eMarketing INSIGHTS
Stay ahead of Your Competitors Design a Successful Digital
KEY • Realize the importance of
by Identifying the Top Digital NOTE Campaign– a discussion on how the segmenting your message to gain higher
Trends in 2011 regulatory authorities and pharma can engagement and increased ROI ; urban vs.
• Restructure your organization and get ready work together to achieve harmonious rural, males vs. females, higher vs. lower
for the top social trends on the horizon. goals. prescribers, younger vs. older, heavier vs.
• Improve your products and brand adoption • Learn key strategies in building a successful lighter internet users etc…
through utilizing the innovation in search and online engagement platform. • Understand how to engage with these
mobile technologies. • Develop best practice approaches in segments by addressing their personal needs
• Plan your digital strategy by identifying how negotiating online hurdles and obstacles. and boundaries relative to eTactics.
foreign markets influence Canadians. • Establish exactly what SMM success can look • Apply the appropriate communications mix to
• Increase brand awareness by embracing like. maximize reach and relevance for each
the latest patient engagement programs. customer segment.
Moderator:
Brian O’Donnell, Executive Vice President Ray Chepesiuk, CEO, PAAB Lily Holmyard, Partner, Essential Research
Interactive Services, Klick Pharma Inc.
Panelists:
Christian Roy, VP Marketing, Pfizer Canada
Create True Regulatory Clarity Neil Follett, MD, Brightworks
Henry Anderson, Global Interactive Marketing Digital Awards
Develop a successful Social Manager.
Pre-Award panel: A panel of digital
Shafiq Qaadri, Physician, Government Medical
Media Marketing campaign. Lecturer experts will highlight some of Canada’s
• Discuss a thought process which most innovative and successful online
will help you navigate through the campaigns.
regulatory framework without a GPS unit
Successfully Engage Using • Learn where Canada currently stands as a
• Explore various SMM opportunities by Social Media “digital industry” and what are the best
considering several options and examples on the market.
overcoming possible barriers and pitfalls Pharma E -Marketing - Fact or • Understand how to overcome the potential
KEY barriers holding Canadian pharma back.
• Layer features and applications onto your Fiction? NOTE
• Discover what to expect for digital pharma in
social media marketing (SMM) platform which • Understand Bayer's rationale for 2011 and know exactly what NOT to do.
satisfy the end-user’s appetite without questioning this highly complex channel Moderator
super-sizing the manufacturer’s regulatory • Understand how to make online channels the Dr. John Reeves, President, Kyp Canada Inc
risk backbone of a product launch and overcome
Patrick Massad, Chief Review O cer, PAAB the obstacles when launching without a sales Panelists
force Michelle Read-Kulig, Senior Communications
Connect E ectively • Establish the holy grail; ROI. Advisor, Ontario Ministry of Health
with Consumers to Ray Chepesiuk, CEO, PAAB
Declan McGuiness, Head, Growth Brand
Dave Pattenden, Microsoft Canada
Enhance Brand Awareness Management, Bayer Inc. Lee Segal, President and CEO, Klick Pharma
• Understand how to ensure that Information Claudio Battaglin, Senior Market Manager, Natalie Bourre, Social Media Consultant
doesn’t become Advertising E-Marketing , Bayer Inc. Paul Kosto , CEO, MediResource
• Gain Key Insights to Guarantee Regulatory Engage Successfully with CASE
Compliance in the e-universe STUDY
• Learn the ASC’s Exclusive top tips and traps for
Physicians by learning from a
social media marketing Physician: Surely a No Brainer?
Linda J.Nagel, President and CEO, ASC • Hear it from the source – understand where
Nicole Bellam, Vice President, ASC Clearance when and why physician interact online
Services • Discover exactly what a physician would
want in an ideal eMarketing situation.
Rx&D Code of Ethical Practices, Going • Learn the potential impact media-savvy
Beyond Compliance. physicians can have on your drug.
• Understand the key elements in applying the Dr Shafiq Qaadri, Physician and Government
fundamentals of the Rx&D Code of Ethical Medical Lecturer
Practices.
• Successfully engage health care professionals
Increase Patient Satisfaction and
through applying an in-depth understanding Brand Awareness – Examine The The networking drinks at the end of Day One
of these requirements. Future of Patient Support Programs is your chance to catch up with old friends
• Learn how the most successful websites • Find out how to increase patient satisfaction and network with the sharpest minds in
promote and support ethical business by harnessing the latest technology and Canadian Marketing and eMarketing.
practices and adhere fully to the Rx&D code. identifying the patient’s exact need.
Chrisoula Nikidis, Director of Ethics and • Boost program performance by integrating
Compliance Practices, Rx&D smartphones and the latest wireless
technology.
• Maximize your brand awareness by
developing an innovative and successful
patient support program.
Alec Melkonian, Senior Vice President Sales &
Client Services, Klick Pharma
Lori Grant, Senior Vice President Brand
Development & Digital Strategy, Klick Pharma
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/emarketingcanada
5. Developed by:
Day Two - November 2nd, 2010
Establish the Behavior and EXCLUSIVE Get your Canadian pharma Enhance Brand Awareness and
CASE CASE
Needs of the Online RESEARCH company to be "Social Media STUDY Increase Sales by Utilizing STUDY
INSIGHT
Pharmacist and Nurse: Ready" – Learn from The Pfizer Online Video
Frontline Key Insights Canada experience • Learn how to use innovative PAAB compliant
• Identify and engage by knowing what they • Transform your organization to be strategies to connect directly with patients
want and deliver what they need digitally-friendly in a web 2.0 environment. • Review case studies that showcase online
• Maximize engagement by effectively • Learn the planning and resources required to video used in healthcare.
provoking your audience. get your organization ready for this new era in • Understand how to fully embrace this essential
• Discover key insights into their e-habits and Canada. channel and integrate video into your
learn the tips to attract both the technically • Create a practical flowchart for a Web 2.0 marketing mix.
savvy and the online neophyte conversation with Canadian physicians Martin Fisher, Vice President, Clearly Health
Janet Smith, Executive Publisher, Rogers Christian Roy, VP Marketing, Pfizer Canada Inc
Healthcare Group Elena Chouw, Manager, e-Marketing, Pfizer
Rick Campbell, Editorial Director, Rogers Canada
Healthcare Group Increase Internal E ciency &
Clear out the Cobwebs and Integrate
Examine how Eli Lilly’s Enhance Physician Education
CASE Digital into your Marketing Mix
Successful Health Care Portal STUDY • Understand how to build a PAAB compliant Achieve Significantly Increased ROI
was Built and its Level of non-branded strategy by Switching to Online CME
Success • Fill your tool box with innovative tricks and
• Benefit from the significant increase in health
• Define the vision for your portal to meet the tactics
• Save time and cost by creating a full online care professionals using the internet to fulfill
needs of Canadian HCPs and your company their learning needs.
• Learn to apply the right content and resources support program
• Understand the importance of investing in
to e ectively attract the right audience to your Neil Follett, MD, Brightworks eCME and establish clear ROI
site • Learn the key elements to a successful eCME
• Understand what metrics and results actually Exclusive Insight into CROSS program
INDUSTRY
matter when calculating ROI Manulife One’s Multi CASE STUDY' Greg Cook, MD, MDBriefcase
Danny Shenkman, eChannel Brand Manager, Channel Campaign – A
Eli Lilly Canada Inc. Creating Water Tight Operational
Digital End to End Success Story
E ciency: Embrace the Digital Age
Insight into a Physician’s CASE • Increase sales and exposure through learning
STUDY how their strategic planning resulted in a • Overcome the current challenges we face with
Successful Digital Plan to the marketing and business model
Prevent the Spread of H1N1 successful multi-channel campaign.
• Discover how each challenge was overcome • Understand how to utilize the current
• Understand how to Successfully engage with including the hurdle of compliance. technology and opportunities in the
consumers to raise disease awareness. • Apply their success to your organisation by marketplace
• Create a significant online impact with adopting these key learning’s and using • Create value for your organization by knowing
minimal budget and resources. essential metrics. what technology and people to back.
• Learn the appropriate balance of digital media Henry Anderson, Manager, Global Interactive
to o er your audience. Derek Patterson, Regional Director, Manulife
Bank. Marketing, Novartis
Dr. Michael Churchill-Smith, Director of Larry Lubin, CEO, BlueRush Digital Media
International A airs, McGill University Health
Reaching Today’s Physicians
Centre Build a successful e-marketing • Trends in physician behavior with focus on EU
platform – Learn from a European • Physicians with comparison to US Physicians
Success Story. Physician trends driving new commercial
Create the Perfect Marketing models
• Identify the exact steps needed when
Mix implementing any regional campaign. • Best practices for engaging today’s physicians
• Know the exact elements needed in research, Jeremy Schneider, Vice President, Pharma
Optimizing Your Existing Digital Sales, Reaching Today’s Physicians
development and implementation
Program • Discover the entire campaigns ROI
• User Experience: how simple changes can
make it better
Pete West, Senior Marketing Director, Pfizer Round Table session
• Content: How the “Brand Publishing” mindset Create a successful EUROPEAN Brain storm and strategize on all the
will help you maintain relevancy over time marketing mix by applying CASE STUDY topics discussed over the past 2 days with
and help drive business results. the essential fundamentals the speakers, sponsors and delegates;
• Maximizing Drive. Findability. • Establish the exact percentage and time scales probably the most valuable session of the
Discoverability. Shareabilty. Phygital you should include towards eMarketing event.
Programs. All key to driving tra c in the new channels.
world. • Effectively reduce your organizations sales
• Measurement: Some key web analytics that costs though eMarketing.
marketers need to “own”. • Increase your ROI by applying this proven
Greg Rice, Managing Director, Healthcare, formula.
Conversion Marketing-Communication Tom Pryzgoda, Director, international Market-
ing Operations, Abbott
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/emarketingcanada
6. Pharma Developed by:
e-Marketing Canada
November 1-2, Marriott Bloor Yorkville, Toronto
After months of intensive research with and Rx&D. Gain the latest updates from Our 5 Guarantees
senior level pharma and regulators, it them and hear first hand how to have a
became obvious that Canada is screaming regulated online relationship with payors. to you:
out for a summit on eMarketing but PAAB will also make up an exclusive social
1
focused purely to Canadian Pharma. media workshop along with senior A roadmap for action
pharma representatives and physicians to -practical steps for your
The opportunity is here to engage both put your questions on pharma social
company to move
physicians and patients through the media to bed.
E-channels they already use. For those
confidently towards
who get it right, and avoid the pitfalls, the Thanks to the exciting innovation taking strategic eMarketing use
rewards can be great. Join us in Toronto place in Canada, it is only fitting that an
to hear case studies from pharma
companies on successful multi-channel
marketing campaigns will form the
awards ceremony will take place on Day 1
to mark industry talent and best practice.
Be a part of it and join now.
2 Knowledge brands today
the biggest
from some of
backbone of 'Pharma E-marketing
Canada'. Learn how to successfully
measure ROI for social media; a metric
3 New relationships withset of
highly targeted, senior
a
which is notoriously hard to define. How peers
else can E-channels be used for pharma?
Learn how to implement patient
micro-sites and successfully optimize for Jon Gwillim
4 Insights from theatmost in
dynamic figures work
Marketing today
search so your content is being found by VP – eyeforpharma
the right people. Furthermore, learn to jgwillim@eyeforpharma.com
measure and understand analytics to
ensure your site is used properly. One of
+ 44 207 375 7203
P.s. Share the experience, huge discounts
5 A benchmark of what you
companies, and
leading
the key reasons many of you and your and promotions for group bookings. need to do to take your
colleagues will attend this event is the Contact me directly for further place amongst them
appearance of regulators like PAAB, ASC, information
Business Opportunities For Catch every presentation…
Solution Providers It can be di cult to catch every presentation- and
with the expertise on o er, you’ll want to. We will
We are dedicated to providing a forum where record every presentation so you don’t have to miss a
attendees can learn about the most advanced and thing. Simply purchase a ‘Gold Pass’ when you
tailored solutions available on the market.
register. You’ll be given access to the Online Video
• There are a limited number of spaces available for within 10 days of the event.
companies with an innovative solution within eMarketing
• This event will build new prospects and strengthen Register on page 7 now.
current business relationships.
Opportunities available include A great event should be
• 1 to 1 meetings with key decision makers complimented by a great venue.
• Take a speaking slot and address over 100 Marketing,
eMarketing, Product and Brand specialists. This years event and awards ceremony will be at the
• Show off your latest products and services in our Marriott Toronto Bloor Yorkville.
exhibition hall
• Build your brand with exclusive promotional We've managed to secure a
opportunities reduced rate of $179 exc tax
• Host interactive round table sessions with core clients and
prospects... and much more! Booking information will be
sent with your conformation.
If you want to meet with senior decision makers from
pharmaceutical and biotech companies then contact Turn to page 7 to secure your
the SVP of sales Ed Harris at eharris@eyeforpharma.com
place
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/emarketingcanada
7. Developed by:
Register NOW in 3 easy steps
Pharma eMarketing Canada, November 1-2 Marriott Bloor Yorkville, Toronto
1. YOUR CHOICE OF REGISTRATION PACKAGE
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FOR PHARMA COMPANIES
Before 13th August Before 17th of September
Platinum Pass
• Two day full access pass
• Access to all the Workshops $1799 CAD $2099 CAD $2399 CAD
• Full event video recording
• Exclusive eMarketing Report
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NGO $699 CAD
*All prices are in Canadian dollars *NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT
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FAX THIS FORM TO +44 20 7375 7576 4 EASY WAYS TO REGISTER TODAY!
ONLINE: Go to www.eyeforpharma.com/emarketingcanada and submit your
Group Discounts details for instant confirmation of your place.
Take advantage of eyeforpharmas unique team discounts. The more you E-MAIL: The eyeforpharma Registration Team at register@eyeforpharma.com
bring, the more you save! For example: ***Register for 3 full price tickets
and get 1 FREE! FAX: Send this form by fax to: +44 20 73 75 75 76
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Terms & Conditions All prices displayed are exclusive of VAT unless otherwise stated but, VAT will be charged, where applicable, at the prevailing rate
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For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/emarketingcanada
8. Over 200
YOUR PASSPORT TO CANADA’S MUST ATTEND EVENT FOR PHARMA
Developed by:
Registered Delegates
Pharma
e-marketing Canada
2 day conference - November 1 - 2, Marriott Bloor Yorkville, Toronto
Create the Perfect Social Media Strategy within your
Marketing Mix to Engage Customers and Improve ROI
5 great reasons to attend this conference: 'Industry Buzz around
eMarketing Canada:
Get the latest information and analysis at your fingertips.
1 Key case study insights from Bayer, Pfizer, Eli Lily, Novartis as well as key
Eyeforpharma is at the top of the
recommendations from PAAB and the ASC. You’ll gain more insights in 2
list when it comes to E-Marketing
days than from weeks of market research or the purchase of reports.
Conferences for Pharma. The 300
Understand how to truly optimize your multi channel approach into
strong European show was a clear
2011.
example of this and I look forward to
working with Jon on this Canadian
2 Industry Expert Speakers. have come together allowing you to
For the first time all the key players
focused summit in November.
Claudio Battaglin, Senior Marketing
create the perfect strategy for your marketing mix. Let your business Manager, e-Marketing, Bayer, Inc.
benefit from their key insights and ensure your product makes the sales
it deserves.
Great agenda and line up.
Addresses many of the challenges
3 Unrivalled networking. to networking, you’ll be guaranteed to
With over 10 hours dedicated
and hot topics specific to Canadian
pharma.
leave eMarketing Canada with your smart phone full of new valuable
Henry Anderson, Global Interactive
contacts. Marketing Manager, Novartis
4 Senior level descision-makers in attendance. players from
Rub shoulders with 100+ of the leading pharma executive
eyeforpharma always deliver
cutting-edge, concise conferences
Canada and abroad to give you’re a truly global perspective.
on a global scale, I am proud to be
associated with them and see them
5 No sales pitches! is an independently researched forum committed to
emarketing Canada
as a key player in delivering
up-to-date intelligence to the
equipping you with the tools and expertise to drive your business
industry
forward. Every single presentation is rigorously reviewed to ensure an
Len Starnes, Head of Digital Marketing
unrivalled high quality.
and Sales, Bayer Schering
Media Partners:
We all know 2 heads are better
than 1.
Bring along your colleagues to
receive free upgrades and
tickets. email Jon Gwillim directly
at: jgwillim@eyeforpharma.com
For the full speaker line-up and the most up to date information visit:
www.eyeforpharma.com/emarketingcanada