in association with


 Monday 23rd January 2012

09:30 - 16:00


Workshop Overview


The potential of social media as a tool to increase awareness in healthcare issues has become the ‘hot’ subject in pharmaceutical communications over the past 12 months; an increasing proliferation of ‘patient-to-physician’ and ‘physician-to-physician’ websites means that information on healthcare issues is more widely available than ever before. But how can and should pharma be engaging in this conversation?

Through the use of extensive case studies and interactive presentations, this workshop will seek to furnish delegates with a comprehensive idea of where we have come from, where we are and where we are headed as far as the pharmaceutical industry’s engagement in digital communication is concerned.

Delegates can expect to consider how their organization’s use of social media can be aligned with the way end-users interact with healthcare conversations online and how their choice of tools, channels and messages needs to be tailored to particular target demographics and be appropriate to specific fora.

Led by one of the genuine pioneers and thought-leaders in healthcare digital communications, this session is an opportunity to truly enhance your understanding of this area in a relaxed and informal atmosphere where active participation is positively encouraged.

Don't forget to bring your laptop!


Key Reasons to Attend


  • Investigate the state of the regulatory framework across the world and gain an insight into what directions the regulations are headed and how this may affect your online programmes
  • Explore the current state of healthcare communications and dialogues online: who is talking to who? Why? How? Discover when and how your organization can best be part of that conversation
  • Engage, through Skype, with some of the leading influencers in pharmaceutical communications - get the inside track on what works and what doesn’t 
  • Gauge the potential value of digital communication to your campaign with our interactive tour through the metrics of real campaigns and the online communities where people congregate to discuss healthcare
  • Define an online-engagement strategy that meets with the needs of your customer


Who should attend this event?

Executive Directors, Vice Presidents, Heads, Managers, Team leaders of:

  • Social Media, Online Media, eMedia , Emerging Media
  • Marketing, eMarketing, Digital Marketing, Multi-Channel Marketing
  • PR
  • Communications, eCommunications, Communications Research
  • Employee Communications/Engagement
  • eBusiness
  • Web Design
  • Content Management
  • Brand Management
  • Product Marketing, Product Development
  • Compliance
  • Business Development


Who is leading the workshop?



Gigi Peterkin, Vice President, Digital Health, Edelman

Gigi Peterkin has more than 15 years combined PR, communications and digital programming experience. A pharmaceutical industry veteran, she co-led the team that built and launched the AstraZeneca US Corporate Facebook page and the AZ US Corporate blog, integrating these new channels with existing digital assets to create a singular digital programme. This cohesive approach was recognized by Mark Senak at www.eyeonfda.com as the only one of its kind within the pharmaceutical industry.

Prior to her time at AstraZeneca, Gigi spent several years as a communicator and graphic designer at Centocor, Inc. (a subsidiary of Johnson & Johnson), worked as a communications professional for what was SmithKline Beecham and ran a successful design and PR firm serving pharma and consumer clients.

As Vice President Digital Health at Edelman, Gigi relies on her insider-knowledge of the pharmaceutical industry, as well as her expertise in creating digital programs and knowledge of PR to counsel health and consumer clients on building a comprehensive    digital programme, and integrating a complete media strategy. 






About Edelman


Edelman is the world's largest independent PR Agency, with over 3,700 people in 53 offices worldwide. We provide strategic thinking and deliver high-impact campaigns, across the full spectrum of communications.

For more than half a century we have been a creative and thought leader. We were the first firm to apply public relations to building consumer brands. We invented the media tour; created litigation and environmental PR; were the first to use a toll-free consumer hotline, and the first to employ the Web in crisis management. Welcome to a company that has been named 'Digital Agency of the Year 2011' by the Holmes Report, ‘European Agency of the Year 2010′ by the European Excellence Awards, and ‘Agency of the Year’ by PRWeek, 2009.

In today’s healthcare communications environment, people receive information from a multitude of sources and trust their peers as much as professionals. This means that meaningful communications requires: mastery of multiple information channels, expertise in building relationships and proof that a company practices what it preaches.

This need is heightened in health, which is so personal, and at the same time, of societal importance.

Edelman recognizes this and pioneers health relationships with its clients today. This understanding of your key stakeholders, the world in which they live and what matters to them allows us to identify how their beliefs and behaviour can be influenced.

Edelman Health comprises three dedicated groups covering Health marketing communications (Health PR), Medical Education (Health Med Ed) and Consumer Health Marketing (Health and Vitality), our core areas of expertise include:

•Strategic market-conditioning
•Thought leader and stakeholder relations
•Digital health
•Market access, pricing and reimbursement
•Health policy and public affairs
•Corporate reputation and social responsibility
•Event and faculty management
•Promotional strategic scientific counsel, writing and publications
•Meetings and events (including advisory boards)
•Issues management
•Media relations


Where does the event take place?

Copthorne Tara Hotel London Kensington 
Scarsdale Place
W8 5SR
United Kingdom

T: +44 (0) 20 7937 7211
F: +44 (0) 20 7937 7100


Workshop programme

9:30 Registration & Refreshments

10:00 Introduction and Welcome

10:15 The regulatory Ouija board:divining how best to proceed in unmarked territory

11:15 Morning Refreshments

11:30 Global Digital Health: Who's talking to whom, and how?

12:30 Lunch

13:30 Case studies & experts: A look at 2 global case studies and Skype discussions with some of the experts paving the way for the future of Digital Health

14:30 Afternoon Refreshments

14:45 Interactive session

15:45 Summary and conclusions

16:00 Close of Workshop


Copthorne Tara Hotel

Scarsdale Place
London W8 5SR
United Kingdom

Copthorne Tara Hotel

The Copthorne Tara Hotel London Kensington is an elegant contemporary four-star hotel in prestigious Kensington, located just a two minutes walk from High Street Kensington underground station, making exploring easy. The hotel offers well-appointed and comfortable guest rooms combining Standard, Superior and Club accommodation. Club rooms offer iconic views over the city and include Club Lounge access for complimentary breakfast and refreshments. Guests can sample the authentic Singaporean, Malaysian and Chinese cuisine at Bugis Street, traditional pub fare at the Brasserie Restaurant & Bar or relax with a delicious drink at West8 Cocktail Lounge & Bar.

The Copthorne Tara Hotel boasts 745 square meters of flexible meeting space, consisting of the Shannon Suite and the Liffey Suite, ideal for hosting conferences, weddings and social events. Facilities include access to the business centre 24 hours a day, fully equipped fitness room, gift shop, theatre desk and Bureau de Change. With ample onsite parking outside the London congestion charge zone and excellent transport links via Heathrow Airport, the hotel is the perfect location for business or leisure stays. The hotel is within close proximity to the shops of High Street Kensington, Knightsbridge and Westfield London, Olympia Conference Centre, Royal Albert Hall, Kensington Palace and Hyde Park.




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CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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