Program
08h10 – 08h35
Pharmaceutical communications – the “so what?” factor
- Content as a reflection of culture
- Patient-centric marketing
- Selling the problem we’re trying to solve, not the product
Fidelia Pelser, Manager – Communications External and Digital, CIPLA
08h40 – 09h05
Combatting the “Dr Google” effect
- The rise of patient cyberchondria and the role Pharma can play
- Communication strategy do’s and don’ts
- Taking a strategic approach to defining and targeting specific target audiences for best results
Gillian Bridger, Managing Director, Ogilvy Healthworld SA
09h10 – 09h35
Managing credible content sources
- What is quality content: consumer engagement is the judge
- Improving content quality with digital speed
- Content quality only matters with quality navigation and selection
- Messengers matter: equipping HCPs to share content
- Content to match a patient journey
Craig Killeen, Founder/Chief Dreamer, Med Inform
09h40 – 10h05
15 ways to whip your website content into SEO shape; the role of digital health tools
- The website content do’s
- The website content don’ts
- How to create winning website SEO content headings
Naledi Mashego, MD, Cherry Republik
10h10 – 10h30
Coffee and speaker networking
10h30 – 10h55
You don’t have to be a DR to carry clout within the medical industry
- How influencers layer a level of relatability into a medical professional’s purchasing decision
- Tips and tricks in communicating a message that stands out within a highly regulated industry
Brett Solomon, Global CMO, Humanz
11h00 – 11h25
Self Help Advisories complementing professional medics; how brands can influence patients and doctors
- Telemedicine is there anything new to it?
- Can it be used in other industries?
- Does brands affect patients and doctors in any way?
Dr Helen Weber, Medical Advisor, Retail Affluent: Medical Department, SANLAM
11h30 – 11h50
How webinars can engage medics, key learning experiences; how to attract new patients and how to retain them
- How medical webinars have catapulted as a result of COVID-19 local and International statistics
- Key learnings for a successful medical webinar
- Patient retention programs
Susan van Driel, (BPharm & IMM), Video Streaming Solutions/CME Online,
11h55 – 12h20
Critical legal issues about digital medical communications
- The legal context of healthcare-related communications
- Patients as consumers
- The role of informed consent in communications by medical practitioners
Neil Kirby, Director and Head of the Healthcare & Life Sciences Practice Area, Werksmans Attorneys
12h25 – 13h00
Q&A key issues from this morning’s sessions
Warren Hickinbotham, MD, Blank Page/Med Brief Africa