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News & Views

Digital Pharma East 2023: A Glimpse into the Future of Pharma Marketing

Panelists speak at Digital Pharma East 2023 in Philadelphia

The Digital Pharma East Conference, taking place from September 11-14 at the Pennsylvania Convention Center in Philadelphia, is one of the most innovative and influential gatherings for the pharma marketing community this year. This highly anticipated event, presented by Fierce Pharma, offers four days of insightful content, networking opportunities, and extraordinary activations. As the industry continues to evolve and adapt, staying one step ahead is crucial for attendees and sponsors looking to navigate the ever-changing landscape of pharma marketing.

Unveiling the Conference Program

Digital Pharma East is renowned for offering high-level, cutting-edge content that addresses the biggest challenges facing pharma marketers today. With over 100 speakers and more than 60 sessions, this conference provides a platform for industry thought leaders to share their expertise and insights. Attendees can expect to gain valuable knowledge on the latest trends, strategies, and technologies shaping the pharma marketing landscape.

Digital Pharma Power-Up Day

Kicking off the conference on Monday, September 11, is the Digital Pharma Power-Up Day. This day is dedicated to in-depth workshop sessions that equip attendees with essential skills before the main conference. One of the standout sessions, "Igniting Innovation: Harnessing the Power of AI for Brand Identity Design," sponsored by Addison Whitney, a Syneos Health company, allows participants to engage in hands-on breakout sessions that leverage artificial intelligence (AI) in the creative development process.

Main Stage Programming

The Main Stage programming, curated by Fierce Pharma, features four tracks: Omnichannel Engagement, HCP Engagement, Patient Solutions, and a new addition, the Media Track. The Media Track explores effective utilization of new media platforms and techniques, while also recognizing the importance of traditional media in reaching diverse audiences. Attendees can expect to gain insights on creating a balanced media mix and building effective campaigns that leverage the latest digital trends to drive meaningful engagement and foster trust with patients and healthcare providers.

Spotlight Stage Presentations

The Spotlight Stage in the Exhibit Hall offers attendees the opportunity to discover how Digital Pharma East partners can help solve real-world problems and pain points. Through short and exciting presentations, speakers provide a deep dive into specific topics, demo products, and introduce new services. This interactive platform allows attendees to engage directly with industry experts and gain valuable insights into the latest solutions available in the market.

Recognizing Excellence: Awards Showcase

Digital Pharma East is hosting two prestigious awards programs: the Digital Pharma East Rising Star Program and the Fierce Pharma Marketing Awards. The Rising Star Program aims to foster personal and professional growth within the marketing community by connecting up-and-coming professionals with mentors and industry leaders. The Fierce Pharma Marketing Awards celebrate the most compelling, influential, and innovative pharma companies and their agencies. The awards ceremony, taking place on September 13 at the Philadelphia Marriott Downtown, recognizes the innovators and leaders who are making a difference in meeting global health challenges.

Key Insights from Digital Pharma East 2023

Throughout the conference, industry thought leaders shared valuable insights and engaged in thought-provoking discussions on various topics shaping the pharma marketing landscape. Here are some key takeaways from the event:

AI-Powered HCP Marketing Tools

Doximity, a leading healthcare professional network, presented their AI-powered HCP marketing tools. These tools utilize AI to generate subject lines and emails that are most likely to resonate with healthcare professionals, based on their historic usage patterns within the Doximity platform. Furthermore, Doximity leverages its 10 years of historical data on each HCP to optimize individual campaign journeys. However, questions arose from the audience regarding the use of generative AI messaging in custom journey approaches and its implications for medical legal review. In answer, Doximity is actively working on incorporating MLR guidelines into their AI content generator.

The Impact of the Inflation Reduction Act on Pharma

Pharma executives at the conference expressed concerns over the Inflation Reduction Act (IRA), which places a cap on the prices pharmaceutical companies can charge for certain drugs. Many executives fear that this legislation may suppress research and development efforts, particularly for rare diseases. While only 10 drugs are currently up for pricing negotiations, industry leaders anticipate that more drugs will eventually be added. While executives expressed that the writers of the IRA were certainly well-intentioned, there may be some unintended consequences that will surface in the mid and long terms.

The Role of AI in Determining Next Best Action

The use of AI to determine the next best action in both HCP and consumer marketing emerged as a prominent theme at the conference. Industry leaders highlighted the potential of AI to drive meaningful improvements in script lift and engagement rates. While some executives expressed disillusionment with AI, emphasizing the need for practical applications that deliver immediate results, others showcased success stories, reporting a 2 to 4% improvement in script lift for teams utilizing AI-driven decision-making compared to those relying on traditional methods.

Overcoming Challenges in Utilizing Generative AI

Attendees and speakers alike acknowledged the challenges associated with utilizing generative AI, particularly when working with datasets that pharma executives may not own or be familiar with. Translating bold AI predictions into actionable insights was a common concern. However, the industry's collective struggle with these issues demonstrates a commitment to addressing them and finding practical solutions. Discussions at the conference centered around the Hype Cycle, actionable models, and ways to bridge the gap between AI's potential and its application in the current landscape.

Conclusion: Embracing the Future of Pharma Marketing

Digital Pharma East 2023 provided a glimpse into the future of pharma marketing, showcasing the latest trends, technologies, and strategies shaping the industry. This event served as a platform for industry thought leaders to share insights, engage in discussions, and recognize excellence within the field. From AI-powered tools to the impact of new legislation, attendees gained valuable knowledge and perspectives that will shape the future of their marketing efforts. As the industry continues to evolve, harnessing the power of AI, optimizing personalized campaign journeys, and navigating regulatory challenges will be key to success in the dynamic world of pharma marketing.

Attending Digital Pharma East 2023 offered healthcare marketers a unique opportunity to stay at the forefront of industry trends and connect with peers and thought leaders. HealthLink Dimensions, a leading provider of prescriber data and omnichannel marketing solutions for healthcare marketers, was proud to be a part of this transformative event. Through our comprehensive data solutions and expertise in omnichannel marketing, we empower healthcare marketers to reach the right audience with targeted messaging and personalized campaigns. Stay connected with HealthLink Dimensions to discover how our solutions can accelerate your marketing efforts in the ever-evolving world of digital pharma.

Remember, the future of pharma marketing is here, and it's happening at Digital Pharma East 2023.


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