Over the course of three days in mid-April, more than 500 industry members attended the DTC National Conference and its two awards ceremonies (Advertising Awards and Top 25 DTC Marketers of the Year). The DTC National got underway with a pre-conference workshop, “Understanding the Patient Journey,” which hosted a series of panels, each focusing on a specific touchpoint.
The main conference kicked off with a regulatory theme on Day One, including insightful and prognostic presentations from thought leaders including Jeffrey K. Francer from PhRMA and Dr. C. William Hanson, III of the UPenn Health System. Day Two centered around “The Latest Innovations and Opportunities.” Among the speakers: Brian Lange of GlaxoSmithKline; DraftFCB’s Dana Maiman; Pfizer’s Paul Ewing and Todd Kolm; Dr. Mike Roizen of the Cleveland Clinic (and RealAge co-founder); Abbott’s Colleen Foley; and Phoenix Healthcare’s Doug Zabor.
New this year was an audience participation segment, which had Harris Interactive’s Phil Sawyer testing delegates’ knowledge of effective television advertisements and a Start-up Showcase panel moderated by Bob Brooks of WEGO Health.
Day Three took a look to the future and how to improve the pharma reputation. The program included a video address from Jim Davidson of Polsinelli Shughart, an update from representatives of FDA’s Office of Prescription Drug Promotion, and a case study from Jeremy Shepler of Novo Nordisk and Rob Rebak of QualityHealth.
The Scene highlights significant events in the pharma marketing industry. Companies interested in having event photos published in PM360 should contact editorial@PM360online.com for more details.