Speaker: Chris Cullmann, Director of Digital Strategy, Coyne PR

Step-By-Step Success For Pharma Brands and Social Media

Guest Speakers:

• Marie Baker, VP, Social Media Strategy, Coyne PR
• Buddy Scalera, SVP, Content Strategy, Ogilvy CommonHealth
• Melissa Mackey, Associate Director of Social Media Strategies, Novartis Pharmaceuticals Corp.

Social media and peer-to-peer digital communication is changing how pharmaceutical brands interface with patients and build awareness with targeted audiences. This focused workshop is designed to walk participants through all aspects of conceiving, planning, launching, and managing communities for social media campaigns. We will also review solutions for legal review, risk mitigation, and keeping your community engaged.

The workshop will cover:

• Why is social media important for healthcare brands
• Understanding social strategies and goals
• How to manage social media communication in a regulated industry
• Channel choices and communication styles
• Understanding measurement and defining success for a "social" brand in
• Bootstrapping your social media program
• Community management, engagement, and the FDA
• Understanding how to manage platform change and evolution
• Who needs to be involved, what needs to be said, mitigating risk, managing change, measurement, regulatory, crisis management)
• Conversion strategies
• New approaches for social media (and FDA draft guidelines)
• Measuring the effectiveness of social media for pharma
• The future of social and pharma marketing for social

Pharma Industry Lab sponsored by GSW.