RESCHEDULED: Human-Centric Approach To Marketing In The Pharmaceutical Industry

Event description
Pharmaceutical marketing has been very product oriented for many years. We designed our marketing communication based on results of clinical studies, the content of prescribing information and competitive strategy, without thinking too much about what our customers are interested to learn. This feature-centered approach is still a reality in many organizations pressured for sales, despite the rise of social media, which allow more interactivity between the company and its customers. But now there is a human-centric marketing, inspired by Kotler who said “human-centric marketing is defined by brands that approach engaging their current and prospective customers via advertising and marketing tactics as whole human beings with hearts, minds and spirits.” We will show you examples how the human-centric approach can help pharma to create innovative, engaging and compliant marketing communication campaigns.

The event will start with dengue fever case study presented by Kasia Hein-Peters and Stéphane Auvergne from Sanofi Pasteur, followed by a panel discussion about the human-centric approach in the pharmaceutical industry.

Learning objectives
1. What types of research lead to understanding customers on a deep, human level
2. How to match your customer insights with the product strategy
3. How to make your campaign globally consistent, yet locally relevant

Agenda
6:30 – 7:00 PM       Welcome and registration
7:00 – 7:15 PM       Presentation and greeting from A+A
7:15 – 7:30 PM       Presentation of HBA and introduction of the speakers
7:30 – 8:10 PM       Dengue fever case study
8:10 – 8:30 PM       Panel discussion: human-centric approach in the pharmaceutical industry
8:30 – 9:30 PM       Network and refreshments

Event location
A+A
2 Avenue Lacassagne
Lyon, France 69003

Directions

Sponsor


Speakers
Kasia Hein-Peters
Dengue marketing, Sanofi Pasteur

Stéphane Auvergne
Market research, Sanofi Pasteur

Registration information
Event is open to: HBA members and nonmembers
Online registration deadline: June 1, 2016
Onsite (walk-in) registration: Is allowed

Member rate:
$15 (approximately €13.17)

Nonmember rate:
$20 (approximately €17.76)

A+A's employee rate:
$15 (approximately €13.17)

Space is limited to 35 registrants.

Event questions/support
- Chapter contact for event: Takvorian Constance at constance.takvorian@gmail.com
- Membership questions: membership@hbanet.org or 973-575-0606 ext 1
- Online registration assistance: events@hbanet.org or 973-575-0606 ext 3

Visit us online

This event is nonrefundable.

Pricing

	Member	Non-Member
1 - Regular registration	€13.00 / $15.00	€17.00 / $20.00
2 - A+A employee registration	€13.00 / $15.00	€13.00 / $15.00

Members receive up to 50 percent discount

Event Policies

Photography Policy
By registering for this event, you acknowledge that you may be photographed, videotaped, and/or audio-taped during the meeting and hereby give permission for your image, voice, or survey comments to be used in education, training, promotion, and/or trade and communications media by the Healthcare Businesswomen's Association in any and all media throughout the world, without restriction as to frequency or duration of usage.

COVID-19 Policy
The HBA requires that all persons who participate in in-person events do so at their own risk and that each participant agrees to the following agreement before taking part in the activity and urges all participants to act in such a manner as to protect their own safety and the safety of others.

By registering for this event, I fully understand that my participation in the program is purely voluntary. I desire to participate and agree to act reasonably and prudently under the circumstances. I further understand that any HBA volunteers participating in the activity will act individually and will not represent the HBA. As a condition to my participation the activity, I waive and release the HBA and their officers, employees, and agents from any claim that I may have for any damage to property or injury to my person that may result in whole or in part from my participation.

Special Needs Policy
The HBA will make reasonable modifications to policies and programs to ensure that people with special needs can enjoy all of its programs. Contact us if you require special accommodations for this event.