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DigiPharm's EU ePharma Pioneers
Doing More with Less

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EU ePharma Pioneers A conversation with several speakers from the 2010 DigiPharm Europe conference, including several who have been nominated for the Pharmaguy Social Media Pioneer Award. We will discuss the issues that pharmaceutical e-marketers deal with in Europe and preview the topics that will be/have been discussed at this conference.

Invited participants include Alex Butler, Digital Strategy and Social Media Manager, Janssen Cilag; Silja Chouquet, Founder and Chief Executive Officer, Whydot GmbH; Kai Gait, Digital Commerce Marketing Manager, GlaxoSmithKline; Gary Monk, Product Manager-Concerta XL, Janssen Cilag; Andrew Spong, Editorial Director, Nexus; and Christian Stehle, Director, Vienna eMarketing Center, Pfizer Specialty Care. (See bios.)

Aired LIVE on: Wednesday, September 8, 2010

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Background

While many pharmaceutical marketers in the United States complain about FDA regulations that hamper its efforts to market to consumers and especially to consumers on the Internet, European pharma marketers are making great strides using the Internet to communicate with consumers via the Internet. Evidence of the vitality of European pharma eMarketing is the fact that at least 40% of nominees for the Pharmaguy Social Media Award work in Europe.

Obviously, U.S. pharma marketers can learn a great deal from their European colleagues.

Questions/Topics Discussed

  • Is Digital Pharma marketing in Europe more or less challenging than in the U.S.?
  • How do FDA regulations regarding the use of the Internet and social media by pharma companies in the U.S. affect or influence what pharmaco do in the EU?
  • How come there are so many European eMarketers nominated for the Pharmaguy Social Media Award?


Guest Bio

Alex ButlerAlex Butler, Digital Strategy and Social Media Manager, Janssen Cilag, has worked in the pharmaceutical industry for over ten years across the breadth of the business including Market Access, Marketing and Communications. He has a passion for new media and developed an award winning fully digital integrated campaign as Product Manager, the first fully paper free campaign in Janssen-Cilag. His expertise in social media and strategic planning has led into a new role in Corporate Communications. As Communications Manager Alex is leading corporate social media and online media relations through a number community and patient support projects. This includes being the first UK based pharmaceutical company to have an active twitter account and the development of the first virtual newsroom in UK pharma. Alex is a candidate for the Pharmaguy Social Media Pioneer Award. See what his colleagues who nominated Alex have to say about him here.

Silja ChouquetSilja Chouquet, Founder and Chief Executive Officer, Whydot GmbH, is the owner and CEO of whydot GmbH, an agency specialized in social media consulting, coaching and training. Her fields of expertise are the creation of patient-focused social media communications and marketing campaigns. Prior to starting her own business, Silja built a solid track record as a consultant and line manager in the health care industry with over ten years of experience. She worked for major pharmaceutical companies, where she held senior positions in sales, strategic planning, market research and business intelligence. Silja is the co-founder of hcsmeu, a weekly conversation on twitter about the state of healthcare and social media in Europe. She also writes industry commentary on her blog whydotpharma, which focuses on how pharma can use social media to become more patient-focused. Silja started her career as a senior consultant at Mercer Management (now Oliver Wyman). She holds a BS in International Business and Marketing from Georgetown University in Washington DC and an MBA from INSEAD. Silja speaks German, English and French.

Kai GaitKai Gait, Digital Commerce Marketing Manager at GlaxoSmithKline. Kai describes himself as a "known authority in pharmaceutical online marketing at both global and local levels and speaks at international conferences on changing the traditional marketing mix by using a multi-channel approach." While at GSK, Kai provided expertise in pharmaceutical digital marketing to the business and brand teams, "gaining commitment from the business for a change to the traditional marketing mix." Specifically, Kai also identified opportunities to reach customers using social media. He is involved in developing innovative digital strategies and tools to engage with healthcare customers. Kai and the Digital Commerce team were recently behind the GSK UK product information website, health.gsk.co.uk. Kai is a candidate for the Pharmaguy Social Media Pioneer Award. See what his colleagues who nominated Kai have to say about him here.

Gary MonkGary Monk, is a senior brand manager at Janssen-Cilag, a division of Johnson and Johnson. He draws his inspiration from 12 years of rich pharma and consumer experience across R&D, Sales, e-business and Marketing. As custodian of the UK's leading ADHD treatment he achieved outstanding success in 2009. His brand won 3 accolades at the inaugural PM digital awards: best rep led selling tool, best integrated campaign and best overall promotional solution. This achievement was mirrored by fantastic internal results - rapidly increasing patient share in the target segment. He was bestowed with a Pharmatimes Marketer of the Year award and shortlisted for the PM Society Digital Pioneer of 2009. He is passionate about exploring and integrating 'new' channels to support the delivery of business objectives and was innovating in this space long before it became 'cool'. He is currently working on a social media patient awareness programme that is set to take the pharma world by storm. His favourite non-work activity is travelling the world with his fascination for exploring new places and cultures. Gary is a candidate for the Pharmaguy Social Media Pioneer Award. See what his colleagues who nominated gary have to say about Alex here.

Andrew SpongAndrew Spong, Editorial Director, Nexus, is a medical publishing specialist with a truly cross-continental perspective, having lived and worked in both the EU and USA. He enjoys strong online and real-life networking relationships across the pharmaceutical, publishing, and B2B sectors. After more than a decade in scholarly publishing, Andrew launched STweM.com in July 2009, through which he explored the potential of social media in supporting, augmenting and enhancing the activities of scientific, technical, and medical (STM) communities, with a particular emphasis on promoting engagement between patients, providers and the pharmaceutical industry. Andrew is currently preparing to launch Nexus, a new brand focused upon interpreting the health conversation for the pharma industry.

Christian StehleChristian Stehle, is Director, Vienna eMarketing Center, Pfizer Specialty Care, Wyeth Whitehall Export GmbH, a Pfizer Company. With over 14 years experience in the Pharmaceutical industry, all of them in the digital space, Chris has been responsible for more than 350 regional and global IT and Internet projects. Chris started his professional career as a photographer for an advertising agency in the 1980's and, as Technical Director, was responsible for major audio-vision events all over Europe in the early 1990's. He then joined the mineral oil company Gulf Oil International as Finance Controller and later became Global IT Supervisor for Gulf Oil. In 1995, Chris finished his MBA in Organizational Development, Finance, and Geographic Information Sciences at the University of Economics and Business Administration, Vienna. In 1996, Chris started to work for Wyeth Pharmaceuticals as IT Executive, responsible for the region Austria-CEE-Russia. Later he became eMarketing & IT Director for Wyeth, with responsibility to build up and maximize Internet presence in all affiliate markets. In early 2008, Chris built up the Vienna eMarketing Center for Wyeth, servicing clients in more than 29 countries throughout Europe, Middle East, Africa, and Canada. In 2009, Pfizer bought Wyeth and the eMarketing Center became part of Pfizer Specialty Care, Europe. Today, the eMarketing Center is an internal digital media agency for Pfizer with more than 40 staff located in Vienna, and offers website and eDetail development, integrated project management, and digital media design and production.


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