Haider Alleg

Haider Alleg speaker and chairman at Fleming’s 3rd digital marketing summit in Barcelona

In September, I had the honor to chair a digital event gathering global and local digital marketers from pharma companies.
This article is sharing what I learned from these 3 days, and as well sharing the keynotes from the speakers.
On September 11th, I participated to the 3rd pharma congress in Barcelona. The event was well organized, intimate, easy to locate and surprisingly bringing a high level of experts and discussions.
On the topics list, a full day was dedicated to social media. The workshop was animated by 2 consultants and brought very basic questions, but for most of the participants, it was a really good refresh.
The second day was the real start of the event. I started it with a keynote on how to generate value within a pharma player. I just thought to bring this subject on the table as a lot of buzzwords circulated lately on different tactics, but nothing really concrete. I wanted to give a vision where digital should be a tactic bringing value both to the customer as well as to the company processes. I believe that, because of our internal constraints, we are pushed to think in a different way to implement this channel and to optimize it as much as we can. I think we, as pharma marketers, generate a positive image of a pharma company trying to take the next digital train and working on the different wagons, starting from the web creation and finishing hopefully with social media.
The rest of the speakers provided a great level of expertise or inspirations. From the US, John Mack a.k,a the pharma guy stressed the regulation aspects and provided a view from the US.
Emma Darcy provided a nice presentation on how medicine practice are changing due to communities and social media. I think this is a very inspirational talk and I can only recommend you to read it.
On the rest of the speakers, I think that they are quiet similar to what you saw in the past few months in the digital era. There is one exception though with the one from Nichola from Britania Pharmaceuticals. His talk was very well connected to the business and provided a fresh air on how, we, as marketers, should change our way to approach our products delivery in markets, using common sense and emotional marketing.
The second day was a bit less intense due to the Barcelona weather perhaps and willingness from people to go check the sea I guess, but overall a very pleasant session with a lot of opportunity to network and learn more about how other companies approach the digital channel.
What I learned on my side is for patient websites. Most of my conversations with others digital marketers help me conclude that at certain point of time, collaboration with patient association is more than necessary. Especially when trying to amplify your platform on social media. You definitely do not want to go as a pharma player but much more as a conversation facilitator. There are I think room for thoughts to better plan the roll-out of such tactics in countries with the research of estatblishements of these patient groups.
Hope my summary is useful to you and will be ready to answer any of your questions. For you information, if you contact me for assisting one of their future event, I can see to negotiate a better rate for your delegation.

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