Over the course of three days in February, more than 500 healthcare marketers gathered in New York City for IIR’s 13th annual ePharma Summit. As the industry conversation evolves from “What is digital marketing?” to “What role does digital marketing play in the evolving healthcare ecosystem?” attendees were inspired by industry experts, learned how to drive change within their organizations from senior-level pharmaceutical executives, and gained practical know-how from case studies presented by those charged with implementing new programs.
The general sessions focused on the current healthcare ecosystem, how it has evolved and how it is continuing to evolve. The 10th annual thought leader panel focused on how marketing innovation can help the pharmaceutical industry adapt to massive changes in healthcare and the keynote presentations including, “Innovating at the Speed of Change,” “Roadmap for Pharma to Thrive in the New World of Healthcare” and “Kill the Company: End the Status Quo and Start an Innovation Revolution” discussed these massive industry changes and what it means for marketers. ePharma also included practical examples of what works when creating unique marketing campaigns, including the keynote presentation “Glimpse into the Future of Pharma Marketing: A Case Study to Improve the Patient-Physician Communication” and case studies across three distinct tracks. The conference concluded with practical applications for using data to improve engagement and access and provide higher quality care to patients.