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Ashfield’s highlights from eyeforpharma Barcelona 2018
This week we were delighted to attend eyeforpharma Barcelona 2018 as global sponsors, where we ran a communications strategy workshop using our new Humanise framework and Nagore Fernandez, Head of Clinical Services for EUCAN, hosted part of the Commercial track.

2018’s Barcelona Summit consisted of panel discussions from
healthcare experts, talks from industry leaders and workshops from a range of
organisations. As global sponsors, Ashfield was delighted to attend, meet with
our pharma clients and deliver a Healthcare Communications workshop focusing on
our new Humanise approach.
Day 1 began with a speech by Paul Simms, Chairman of
eyeforpharma who opened with “Commercial
and medical roles can no longer rely on R&D to be the primary innovator”.
The rest of the day consisted of talks around making the future personal, the
importance of innovation and the impact it can have on a patient’s life. The
tracks were divided up into: Commercial Model Innovation, Learning and
Development, and Enhanced Patient Solutions. The main highlight of the
day for us was when our very own Nagore Fernandez Dominguez, Head of
Clinical Services for Europe, took to the stage to host the Commercial track.

The main topics of day 2 were customer engagement, and digital
and patient innovation. One of the most interesting talks was by Ryan Olohan,
Managing Director of Healthcare Google, which unsurprisingly was a full
session. Ryan presented the pros of tracking a patient’s journey through
website optimisation, and how it can be useful when looking at behavioural
targeting.
The following sessions included our workshop: ‘The power to transform your strategic
communications: how humanizing really gets results’ hosted
by Helen Hey, Executive Director of Global Business Development for Ashfield
Healthcare Communications and Steven Hunt, Strategy Director for Ashfield
Digital & Creative. The workshop introduced our Humanise approach to
strategic communications planning. Attendees got the chance to explore in depth
a case study that looked at persona development, and with deeper insights we
were able to take it further into identifying different audience personas, as
well as their motivations and barriers to change. We also demonstrated how to
develop more contextualised programmes from this work.
On day 3, the sessions explored business optimisation,
artificial intelligence empowering better outcomes and how digital could
improve patient’s outcome and commercial results. This included a talk on
‘decoding the future: democratising AI to empower better outcome’, which
revealed that 20% of clinical trials actually had artificial intelligence
components.
All three days had a very strong focus on digital and innovation
– two very strong approaches companies will need to start adopting if the
pharma industry is to address the evolving needs of healthcare
professionals and patients.
“Eyeforpharma demonstrated that this is a crucial moment for healthcare.
We are no longer challenging the value of digital innovations such as virtual
reality and artificial intelligence. Instead we are challenging each other to
think of new ways to use these innovations to improve lives and the
patient experience.” Piers French, Ashfield Digital
& Creative Strategic Growth Director.

Please visit our website for more information https://www.ashfieldhealthcare.com/gb/news/ashfield-highlights-eyeforpharma-barcelona-2018/
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