Embrace AI Integration Safely & Compliantly To Take HCP Engagement To The Next Level & Deliver Real Omnichannel Impact & Value For Customers & Patients
New AI-Powered, Customer-Centric & HCP-Engaging Omnichannel Digital Pharma Marketing Strategies
08.30 Registration & Informal Networking
OPENING REMARKS
09.00 GIC Welcome & Morning Co-Chairs’ Opening Remarks
Dr Rene Rust, Head Of Corporate Communications, Almirall
Kishan Rees, Senior Director Video & Digital Content Strategy, Bayer
AI Integration– Real Stories, Real Programmes
Thought-Leadership Panel | Q&A
09.10 Cut Through The Noise & Hear Directly From Pharma Professionals On Their AI Implementation Successes, Failings & Strategies
- Audience benchmarking – what percentage of your interactions will be AI generated or AI personalised by the end of 2027?
- What real successes are professionals seeing with AI, and where has its greatest value been found?
- How can organisations go from shiny new pilot programmes that look good on paper to AI delivering real value at scale?
- As AI-generated content becomes commonplace, how can teams maintain quality and trust whilst ensuring appropriate governance?
- How can marketing leaders distinguish between meaningful innovation and hype when every platform claims to be AI-powered?
David Wilson, Global Digital Transformation & Innovation Director, Kyowa Kirin
Mike Soper, Director Global MA Data Capabilities, Analytics, Medical Insights & AI, Astellas Pharma
Sihame Bahri, Global Omnichannel Engagement Lead, Nephrology & Iron, CSL
Next-Gen HCP Engagement
OPENING KEYNOTE | DOUBLE PERSPECTIVE
09.40 Redefine HCP Engagement For A New Digital Era To Deliver More Meaningful, Connected & Customer-Centric Experiences
- How are HCP expectations evolving across digital and in-person channels, and what does this mean for the future of pharmaceutical marketing and engagement?
- Move beyond channel-centric strategies to create seamless, personalised experiences that deliver value at every stage of the HCP journey
- Harness AI and emerging technologies to enhance customer engagement, improve decision-making and deliver more relevant, timely interactions
- As the pace of digital innovation accelerates, what capabilities, operating models and priorities will define the next generation of high-performing teams?
09.40 Perspective One
Pablo Regueras Escudero, Commercial Co-Lead Oncology Precision Medicine, Astellas
10.00 Perspective Two
10.20 Bonus Session; Reserved For Exclusive Conference Partner
HCP Engagement In Action – Practical Applications
PRACTICAL PANEL | Q&A
10.35 Transform Theoretical HCP Engagement Strategies Into Measurable Actions That Deliver Lasting Value Across Every Touchpoint
- The hardest question to answer… what have professionals tried that hasn’t worked to deliver engagement?
- How can pharma move beyond fragmented engagement to deliver joined-up, omnichannel experiences that genuinely reflect HCP preferences and behaviours?
- What practical steps can marketing teams take to better utilise customer insights and feedback to continuously optimise HCP journeys and content strategies?
- Which metrics should organisations prioritise to measure meaningful HCP engagement, demonstrate commercial impact and continually refine their customer engagement strategy?
Ala Fakhfakh, Global Head of Marketing & Commercial Excellence, Menarini Group
Sebastian Cudny, Marketing & Medical Director, Fresenius Kabi
Filena Azevedo, Global Oncology Asset Leader, Servier
Luciana Azevedo, Product Manager Respiratory, Bial
11.05 Morning Refreshment Break With Informal Networking
Customer Journeys
DIRECT INSIGHTS
11.35 Develop Seamless Personalised Journeys That Increase Meaningful Engagement Across Every Digital Touchpoint
- How can organisations build truly omnichannel journeys that reflect changing channel preferences whilst delivering consistent, relevant experiences across markets?
- Move beyond isolated campaigns to create connected customer journeys using behavioural insights, data and content that support HCPs throughout their decision-making process
- Balance personalisation with evolving privacy regulations and consent requirements to deliver impactful engagement whilst maintaining trust and compliance
Anastasia Roshchina, Buscopan Global Consumer Engagement & No-Spa CEE Lead, Sanofi
Digital Customer Experience
11.55 Enhance Every Digital Interaction To Deliver Seamless, Valuable Experiences That Align With Competing Channels For HCP Attention
- How can friction be reduced across digital channels to create intuitive, user-centric experiences that encourage ongoing HCP engagement?
- Design digital experiences around the needs of HCPs by delivering relevant content, improving accessibility and ensuring interactions provide genuine value at every touchpoint
Continuously optimise digital experiences using customer feedback, engagement insights and performance data to improve satisfaction and maximise the effectiveness of marketing activities
Estefanía Yagüez, Director, Customer Excellence & Operations, Biogen
12.15 Bonus Session; Reserved For Exclusive Conference Partner
Omnichannel Engagement In 2027
PANEL | Q&A
12.45 Deliver Connected Omnichannel Experiences By Overcoming Implementation Challenges & Optimising Engagement Across Every Touchpoint
- After years of investment, where are organisations still falling short with omnichannel engagement, and what practical steps can marketing teams take to overcome common implementation challenges?
- How can we break down silos between marketing, medical, commercial and sales to deliver coordinated HCP experiences that remain consistent across digital and in-person channels?
- Move beyond channel execution by using customer insights, data and engagement signals to orchestrate journeys that are responsive to changing HCP needs and preferences
Craig Adkins, Head of Marketing Execution & Transformation (International Business Unit), Takeda Pharmaceutical Company
Karol Wolak, Global Omnichannel Excellence Lead, Merck
13.15 Lunch & Informal Networking For Speakers, Delegates & Partners
Facilitated Peer-To-Peer Discussions & Brainstorming:
Network & Discuss Hot Topics With Insightful Experts & Have Your Key Issues Answered With Peer Brainstorming
13.45
A) Moving Beyond AI Experimentation
Matt Mortimer-Ryan, Direct-to-Consumer Marketing Manager, GSK
B) Compliance In Marketing
Francesco Albano, Marketing Director, ADVANZ PHARMA
C) Keeping The Human Touch
Konstantin Ivanov, Head Commercial Excellence & Operations, HBRG (Hungary, Bulgaria, Romania, Greece), Astellas Pharma
D) KOLs, DOLs & The Shift To Inbound HCP Engagement: Who Controls The Conversation Now?
E) Digital Health & Digital Therapeutics
F) Medical Affairs & Medical-Commercial Alignment For Joined-Up HCP Content & Engagement
G) Rare Disease Strategies
OPENING REMARKS
14.15 Afternoon Chair’s Opening Remarks
Azeeza Sunmonu, Global Head of Commercial Excellence, Mundipharma
Vikram Jai Singh, Associate Director & Product Owner, Sanofi
Digital Transformation Strategies
14.25 Accelerate Digital Transformation To Build Agile, Data-Driven Marketing Functions That Deliver Sustainable Business Growth
- As digital capabilities continue to evolve, how can organisations develop transformation strategies that align marketing innovation with wider commercial objectives?
- Move beyond disconnected digital initiatives to build integrated marketing ecosystems that connect data, technology and customer engagement across the organisation
- Prioritise investment in the digital capabilities, platforms and operating models that will deliver the greatest impact whilst remaining flexible to future change
14.45 Bonus Session; Reserved For Exclusive Conference Partner
Building Bridges With The Field Force
PANEL | Q&A
15.15 Strengthen Collaboration Between Digital Marketing & The Field Force To Deliver Connected, Customer-Centric Engagement
- How can marketing and field teams work together to deliver coordinated HCP engagement strategies that combine the strengths of digital channels with valuable face-to-face interactions?
- How can we break down long-standing silos by improving collaboration, data sharing and planning across commercial, marketing and sales teams
- Equip field teams with digital insights, content and engagement data that enable more relevant conversations and help prioritise HCP interactions based on customer needs
Simon Cox, Director for Commercial Excellence, Sobi UK & Ireland
Lewis Stark, Global Marketing Associate Director, AstraZeneca
Greg Helmich, Associate Director of Digital Customer Engagement, Novo Nordisk
Phoebos Stergiou, Head of Omnichannel Customer Engagement, Gilead Sciences
Aikaterini Zampeli, Patient Engagement Manager, Novo Nordisk Hellas
Content Review & Approval Transformation
CASE STUDY
15.45
Adam Taylor, GBS Commercial Lead, Norgine
Driving Digital Adoption & Change Management
16.05 Embed Digital Processes Across Marketing Teams To Drive Lasting Adoption, Collaboration & Commercial Impact
- How can marketing leaders successfully embed new digital processes, ensuring lasting behavioural change rather than short-term adoption?
- How can professionals overcome resistance and change fatigue to create shared ownership of digital transformation across teams?
- Equip teams with the skills, governance and confidence to embrace new technologies, ways of working and data-driven decision-making without disrupting business priorities
Simone Rebora, Global Director, Marketing, Ipsen
16.25 Afternoon Refreshment Break With Informal Networking
Compliance & Governance
PANEL | Q&A
16.55 Navigate Evolving Compliance Requirements & AI Governance Whilst Enabling Faster, Smarter & More Effective Digital Marketing
- How can pharmaceutical organisations streamline approval processes and governance frameworks to accelerate digital marketing without compromising compliance?
- Foster stronger collaboration between marketing, medical, legal and compliance teams to embed compliance throughout campaign planning, content creation and execution
- As AI becomes embedded within marketing workflows, how can organisations establish the right governance, oversight and accountability to enable responsible innovation whilst managing compliance risks?
Antonios Roussos, Head of E&C Global Excellence & Innovation, Astellas Pharma Inc.
Pia Weckendorf, Head of Internal Audit, Grünenthal Group
Dr. Corlia van der Walt, Director Partnership, Strategy & Operations, EDE, AstraZeneca
Data & Insights
17.25 Transform Data Into Powerful & Actionable Insights That Drive Smarter Decision-Making & Deeper Understanding of HCP Behaviours For Compelling, Relevant Interactions
- How can teams bring together disparate engagement, channel and customer data to build a more complete understanding of customer behaviours, preferences and needs?
- Move beyond reporting by transforming data into actionable insights that inform content strategy, campaign optimisation and omnichannel engagement planning
- Transform CRM from a customer database into a strategic engagement tool by leveraging behavioural analytics to optimise customer journeys, channel strategies and content delivery
- Improve data quality, governance and accessibility across marketing, medical and commercial teams to support more confident, data-driven decision-making
Measurement & ROI
17.45 Gold-Standard Methods To Measure What Matters & Continuously Optimise Digital Performance
- How can professionals move beyond channel metrics to measure meaningful engagement and demonstrate the commercial impact of digital campaigns?
- Identify the KPIs that matter most by aligning marketing measurement with business objectives, customer outcomes and organisational priorities
- How can we connect data from across channels to build a clearer picture of performance, enabling optimised investment and decision making?
18.05 Afternoon Co-Chairs’ Closing Remarks & Official Close Of Conference