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Digital: Fallacy or the Future Face of Pharma Marketing?

 

Reach is one thing, trust is another. Digital channels may well be are growing in reach, but recent research from Cello Health Insight found that when it comes to trust, doctors value face-to-face interactions with peers, KOLs and sales reps as sources of information with the greatest influence on their decision to prescribe. The digital space presents big opportunities, yet it remains to some extent the new frontier for pharma marketers, who have a big responsibility to understand it and get it right.

Join us to hear the findings from the Digital Health Debate – an international study examining which digital channels are being used by doctors and why. The findings show the digital channels most likely to influence treatment decisions and where they should sit in the overall marketing mix. The session will also explore what digital tools can be used by marketers and business intelligence teams to understand digital challenges and to measure their effectiveness.

Speakers
Dan Coffin

Dan Coffin, Global Head of Illuminas Health

Dan now heads up the global pharmaceutical arm of Illuminas and brings an interesting mix of experiences having worked agency side at Isis Research, Hall & Partners Healthcare & Holden Pearmain as well as client side posts at Roche and in marketing at LifeScan (Johnson & Johnson). In more recent times he has taken an avid and somewhat OCD interest in how the industry Is seeing non-pharma based companies enter into the healthcare space predominantly through technological innovations that support or compete with pipelines, and particularly the growing mHealth movement. Dan is currently writing a White Paper on the impact of the technological revolution in healthcare, he is an executive director on the BHBIA industry Board, and believes wheelie suitcases should be outlawed in major cities and foreign tourists should not be allowed on the escalators in the Underground. 

Dan Brilot

Dan Brilot, Director of Digital, Cello Health Insight

Dan has over 15 years’ experience in the consumer sector, with a specific focus on Digital and Brand & Communications research. His market research agency experience includes extensive large-scale, global quantitative studies on the subject of Digital usage and attitudes.

At Cello Health Insight, Dan is responsible for the development and commercialisation of new digital offerings (such as communities, mobile research and social media monitoring). He is specifically interested in how digital technology and social media have the potential to create new business models and disrupt traditional ones, whilst also empowering consumers - patients and HCPs alike.

Stuart Cockerill

Stuart Cockerill, Vice President, Global Strategy and Life-Cycle Management, CooperVision

Worked in the medical device field in marketing and strategy for over 20 years on both a UK, European and Global basis. Worked in both small and large organisations and taken numerous products to be leaders in their respective sectors. Gained the Millennium Products award for the development and launch of the Proclear Compatibles contact lens in 2000.  Early adopter of online research for both consumers and professionals on a global basis and led the development of online training initiatives and practitioner communication whilst leading the European marketing team. Led the use of mobile technology for innovative market research with contact lens wearers as a way to gain a great understanding of insight of lens usage and concerns. Pushing the use of technology to help us gain a greater understanding of emerging markets as well as exploring the combination of digital capability into current products to drive greater consumer usage and benefit. 

Jenny Fletcher

Jenny Fletcher, Account Director Digital

Jenny’s background lies in pharmaceutical, consumer, social and public healthcare research. Since joining Cello Health Insight in 2010,  Jenny has kept her roots firmly in Healthcare, specialising in online community research. Jenny is a digital account director for eVillage - Cello Health Insight’s market research online community approach, and has been instrumental in its development from the outset. In this capacity Jenny has led the formation of a broader support team which includes technical advisors, community managers and field liaison, and is our internal expert on all aspects of eVillage, from technical setup to daily moderation and engagement tactics. Jenny is involved in all of our online community studies and works very closely with the research teams to ensure the best use of eVillage to meet the research objectives. Jenny has also been involved in running a social media workshop for the BHBIA, and was part of the research team awarded a Best of Business Intelligence Award for Most Innovative Approach by the BHBIA, for their work with online market research communities. She has also run our own Webinar on ‘Mobile Communities’ and is a regular blogger on our community-led approach to research with eVillage.

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