The “Consumerization” of Medical Product Marketing
September 23, 2011
Indianapolis- IU School of Medicine, Walther Hall (Research Building III) Auditorium
980 W. Walnut Street, Indianapolis, IN- PARKING
- Primary Sponsors
Even as healthcare policy reform debates continue, seismic shifts in how life sciences companies interact with consumers have begun occurring. Patients are more involved in their own care path than ever before, relying on direct to consumer advertising, the Internet and social media for answers long before they ever see a physician. Traditional medical technology and life science products seem to be converging with consumer electronics, IT, and telecommunications devices that consumers already own. Medical devices are now expected to connect to smartphones and home wireless hubs, while drug companies provide smartphone apps and intelligent pill bottles to their patients to help improve patient medication adherence.
What do these changes mean for life sciences companies? How should products be marketed when marketing is becoming interactive? Are patients able to make risk-informed decisions? What are the regulatory challenges and are the regulators adapting quickly enough? How should companies adapt to a paradigm in which consumers have more influence and control over the products used in their care? Keynote speakers and panelists will explore these questions and engage participants in a wide-ranging discussion of where these trends could lead.
8:00 am – 9:00 am Registration and Breakfast 8:45 am – 9:00 am Welcome and Overview of the Day Dane Stout, Executive Director, Connected Health, The Anson Group LLC 9:00 am – 10:00 am Keynote Presentation- Helping Consumers Understand the Risks and Benefits of Medical Treatments (Presentation) Dena Cox, PhD, Professor of Marketing and Faculty Fellow, Indiana University, Kelley School of Business – Indianapolis Anthony D. Cox, PhD, Professor of Marketing and Faculty Fellow Indiana University, Kelley School of Business – Indianapolis 10:00 am – 10:15 am Break 10:15 am – 11:45 am Panel - “Tales from the Front” – Latest Industry Experiences in Medical Marketing Moderator: Neal Roach, Partner, Taft Stettinius & Hollister LLP Panelists: Andi Heslin-Smiley, President, VMS:A BioMarketing Company Bill McKee, State Government Strategy & Relations, Roche Diagnostics (Presentation) Jeff Donnell, President, NoMoreClipboard.com Doug Wilson, Senior Director, Cymbalta Consumer Marketing, Eli Lilly and Company 11:45 am – 12:30 pm Lunch/Networking Time 12:30 pm – 1:30 pm Keynote Presentation- Understanding Today’s E-Empowered Consumer Introduction of Keynote Speaker: Lyndsay Younce, Consultant Global Customer Engagement, Eli Lilly and Company Keynote Speaker: Meredith Ressi, President, Manhattan Research (Presentation) 1:30 pm – 3:00 pm Panel - Consumer Participatory Medicine and Its Impact on Life Sciences Marketing Moderator: Colleen Hittle, RAC, Chief Executive Officer, The Anson Group, LLC Panelists: David S. Williams III, Chief Marketing Officer, Patients Like Me (Presentation) Anthony Delli Colli, Vice President of Marketing, Elbrys Networks (Presentation) Todd Rowland MD, Member, Technology Advisory Group, AMA & Executive Director HealthLINC Dorothy E. Kelly Gemmell, Senior Vice President, Pharmaceutical and Medical Device Markets, WebMD (Presentation) 3:00 pm – 3:15 pm Concluding Comments George Telthorst, Director, Center for the Business of Life Sciences, IU Kelley School of Business