Innovations That Lead To Promotional Success

My GI Health is a patient-provider portal created by Dr. Brennan Spiegel of the University of California, Los Angeles, and Dr. William Chey of the University of Michigan. The portal's purpose is to leverage technology to increase the quality of patient and HCP engagement. Tom McCourt will share how Ironwood partners with My GI Health and how you can leverage similar tools to maximize engagement.

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With payers now holding a higher priority in your commercial efforts, how can you be certain you have the best strategy to engage them? Take the guesswork out of it and learn how DSI has structured their efforts.
• MCOs and PBMs and IDNs… oh my! Looking individually at the different payer groups and how pharma should be interacting with them
• How do payers prefer to receive information from pharma – print, web sites, apps, field reps?
• Expanding the skills of your sales force to meet the needs of today’s payers
• Outlining the most commonly committed, but not commonly known, mistakes in payer marketing and sales

Specialty drugs aren't sold and marketed the same way as primary care drugs since their costs are so high and there is a smaller number of patients. Learn how these training and commercial strategy experts have built out recent specialty drug launch programs to ensure you are setting yours up for success.
• Home health and specialty pharmacy data IS available – find out where!
• How to manage the launch strategy of your specialty drug in conjunction with primary care products
• Doing a better job of telling the story: communicating value relative to cost
• Establishing product differentiation other than just cost
• Developing and training your specialty sales reps in line with what physicians want

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There is lots of talk about EHRs and how they can be leveraged in pharma and healthcare. Here you will learn how they are actually being used effectively, what tools are necessary, and how to plan for the future. Join our panel as they discuss:
• How doctors are currently using EHRs and how this technology has evolved over the past few years
• Determining how to integrate information available for physicians into the EHR systems
• Going beyond the pill: The importance of providing info about your support, wellness, and adherence programs – in addition to drug info – at the point of care
• The future of EHR marketing: Where is pharma willing to take this innovative marketing channel and who can support us?

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• What is employee branding and how can it benefit your talent and department objectives?
• Talent begets talent; creating cheerleaders for your company
• Leadership skills that will foster effective employee branding

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Choose 1 (30 minutes long)

#1 My GI Health: The Next Generation Of Patient Care And Pharma Industry Partnership
Tom McCourt, Chief Commercial Officer, SVP Marketing & Sales, Ironwood Pharmaceuticals

#2 Free Flow Discussion On Sales Force Effectiveness And Multichannel Marketing
Vote on a topic you still need answers to! See the conference registration desk for a ballot.

#3 Using Employee Branding To Create Better Talent Acquisition Output
Adam Shandler, Associate Director, Talent Acquisition & Talent Development, Dr. Reddy’s Laboratories

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This workshop is based on the NY Times bestselling book Influence: The Psychology of Persuasion that explains the psychology of why people say "yes." Richard will walk you through the 6 universal principals to help you become a skilled persuader and generate better results from your commercial efforts.

“Richard Johnson brings a truly impressive depth of understanding to all manner of sales and marketing matters. Even more valuably, in his presentations, he is able to transform that deep understanding into easily undertaken and highly profitable action steps.” – Dr. Robert Cialdini, New York Times Business Best Seller Author and President of INFLUENCE AT WORK

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