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The SMi Group are proud to present their 5th in their highly successful series: Social Media in the Pharmaceutical Industry. The pharmaceutical industry has often been criticised for being slow to begin the transition into the online community, with traditional methods of research, marketing and healthcare fixed in the industry’s infrastructure. Increasingly, however, the key members of Pharma are using innovations in digital media to bring Pharma to the forefront of social media and beyond.

This conference will allow for these key leaders in the industry to meet and discuss the innovations in social media, and the ways to approach each new and emerging field. Case studies of successful and unsuccessful applications of digital pharmaceuticals will be discussed, and the crisis management and adaptations of these case studies will be analysed and debated.
With several branches of the digital industry, such as e-marketing, market research, advertisement and research, being of paramount importance to the pharmaceutical industry, this conference promises to cover a range of issues faced by all companies in the sector.


  • Speak with the key opinion leaders of the industry about the future of social media, digital pharma, e-marketing and regulations
  • Discover the new and the emerging regulations in social media in pharmaceuticals and the Pharmacovigilance of the industry, as well as how to achieve compliance in social media usage
  • Hear about case studies in the industry: how they affected all those involved, how they were successful and the reasons that they were unsuccessful
  • Learn about crisis management, adaptations and risk management in unsuccessful campaigns, and apply them to your own company’s
  • Discuss the latest technologies in social media with companies both creating and utilising them
  • Put forward problems and difficulties of your own, and discuss potential solutions and action plans for the future


Industry Profile:

CEO’s, Executive Directors, Heads, Team Leaders and Consultants in the fields of:

  • Marketing
  • Communications
  • Social media
  • Business development
  • Advertising
  • Consumer Research
  • Surveys and market research
  • Clinical trial recruitment
  • E-Marketing
  • Mobile Health
  • Online health providers
  • Social media for healthcare providers
  • Medical cloud systems


The Delegate Profile of Last January's Event:

Lundbeck Denmark; Mental Health Research Network; Roche Farma S.A.; Cegedim Strategic Data UK Ltd; Grunenthal Gmbh; EffRx Pharmaceuticals S.A.; Shoosmiths; Doctors.net.uk; Acurian; Roche; Creation Healthcare; PMGroup; Tigenix NV; Shire; eMedFusion; Prism Ideas; Quotient Bioresearch; H.Lundbeck; Alison Brand Communications; eBee; Mundipharma International Limited; Novo Nordisk A/s; KOC - Kuwait Oil Company; Nycomed; PLIVA; EUSA Pharma; 1HQ; Smart City Agency; Across Group; Ucb Pharma Belgium; Abbott Labotarories Ltd; Bayer Healthcare; Novartis International AG; AESEG (Association Espanola de fabricantes de Sustancias y Especialidades Farmaceuticas Genericas); The Planning Shop; Boehringer Ingelheim Espana SA; Lilly Research Centre Ltd; NHS Birmingham East and North; British Lung Foundation; Pfizer Group; Maverick Television; MedImmune; Pharmaceuticalethics.com; Boehringer-Ingelheim; NHS Choices; ABPI and GlaxoSmithKline

Conference programme

8:30 Registration & Coffee

9:00 Chairman's Opening Remarks: The Key Social Media Channels in Pharma

Daniel Ghinn

Daniel Ghinn, CEO, Creation Healthcare

9:20 Google+: Connecting the Web

Beat  Buehlmann

Beat Buehlmann, Industry Leader Healthcare UK, Google Inc

  • The importance and growth of Social Media
  • What Google+ is NOT
  • What Google+ is and why it matters for Healthcare
  • Examples from performance marketing to loyalty, brand awareness and reputation management
  • Q & A
  • 10:00 Interative session: Social Media Monitoring for Pharma

    Daniel Ghinn

    Daniel Ghinn, CEO, Creation Healthcare

    Social media monitoring is the secret weapon of pharma's most successful digital brands. In this session, Daniel Ghinn will use real data to illustrate how social media monitoring can help pharmaceutical communicators and marketers to:

  • Plan brand strategy
  • Manage stakeholder engagement
  • Avoid a social media crisis


  • 10:40 Morning Coffee

    11:10 Using Social Media to Build Engaged Advocate Communities

  • Insights NOT data provide real value to patients/caregivers
  • Healthcare information seeking behaviors are increasingly found outside the HCP environment
  • Creating or Activating online communities provide a means to communicate and form relationships
  • Digital Humans
  • Elizabeth  Apelles

    Elizabeth Apelles, CEO, Greater Than One

    Marc Michel

    Marc Michel, Partner, Global Strategy, Greater Than One
    View Bio

    11:50 The voice of the patient- Delivering healthcare insights from social media

  • The potential for social media as a patient research resource
  • Some industry initiatives
  • Truffelnet healthcare case studies


  • Janet Gunner

    Janet Gunner, Director, Trufflenet Health

    Kevin Savage

    Kevin Savage, Business Director , Trufflenet

    12:30 Networking Lunch

    13:50 Engagement and awareness through the use of social media

    James Quekett

    James Quekett, Education Lead, Doctors.net.uk

  • Profiling the target audience
  • Making the messages relevant to each group
  • Measuring the impact
  • Using feedback to refine the messages
  • 14:30 Synergies between healthcare providers, technological companies and pharmaceutical companies through the use of social media

    Josep M. Picas

    Josep M. Picas, President, European Association of Healthcare IT Managers

  • Risk shared, shared savings, ROI
  • BPM, Lean Process Management
  • ICT Innovation
  • New roles & business models for pharmaceutical companies
  • 15:10 Afternoon Tea

    15:40 "Smoke Free" with Social Media

    Jutta Klauer

    Jutta Klauer, Senior Manager New Media, Pfizer

  • From a one-off campaign to a sustainable community on Facebook
  • The uses and interactions of different social media platforms
  • What worked well in the project and what did not
  • Our learnings from the process and what should be considered when setting up a  social media project
  • 16:20 Chairman’s Closing Remarks and Close of Day One

    8:30 Registration & Coffee

    9:00 Chairman's Opening Remarks

    Josep M. Picas

    Josep M. Picas, President, European Association of Healthcare IT Managers

    9:10 Social Media for corporate communications

    Andrew Widger

    Andrew Widger, Director, Media Relations EMEA, Pfizer Inc

  • Which networks work best
  • What are the key elements to designing your interaction
  • How to evolve your communications to best effect
  • Leveraging engagement for added benefit
  • 9:50 Building Social Ambassadors from within your organization

  • Steps to creating a social program based on your people
  • Identify objectives and a vision for social that align to business priorities –don't create an island
  • Inclusion of all internal stakeholders early in the process
  • Find and nurture your experts
  • Understand the importance of community management
  • Track progress and share
  • Jean-Pierre  Henskens

    Jean-Pierre Henskens, Global Digital Team, UCB Group

    10:30 Morning Coffee

    11:00 Utilising strategic modelling to succeed in Social Media

    11:40 Pharma Social Media - Moving Forwards?

    Gary  Monk

    Gary Monk, Digital Healthcare Consultant, Gary Monk

  • Social Pharma - Current best practice and examples
  • Integrating Social Media into brand and corporate strategy - What are the options?
  • Managing the conversation - what policies and processes are needed?
  • Is it worth it, can we measure the return?
  • 12:20 Networking Lunch

    13:30 Patient independence through social media

    Sven  Awege

    Sven Awege, Independent Consultant and Former Employee, Eli Lilly

  • How access of information leads to patient knowledge of pharmaceuticals and diseases
  • The dangers of mis-information in the industry
  • Increasing patient involvement in their own healthcare
  • The advantages and challenges of patient independence in healthcare
  • 14:10 Afternoon Tea

    14:40 Patient engagement through social media: a case study and AESEG perspective

    Doris Casares

    Doris Casares, Director of Communications and Social Media Strategist , AESEG (Association Espanola de fabricantes de Sustancias y Especialidades Farmaceuticas Genericas)

  • The role of Social Media platforms within a pharmaceutical association framework
  • Innovation, risk and sustainability: the strategy to engage patients and stakeholders through the Social Media
  • Facebook and the patients: the case of Redpacientes.com
  • The CSR and the Social Media networks: a case study in Spain
  • 15:20 A Holistic Approach to Social Media for the Pharmaceutical Industry

  • Alternative approaches to social media that move beyond marketing and use the whole Pharma organisation
  • A whistlestop tour through selected case studies from both within and outside of the Pharma industry and how they can be applied to future Pharma social media endeavours
  • Turning social media principles to a Pharma company's advantage


  • Daniel Siddle

    Daniel Siddle, Founder, Knotane

    16:00 Panel Discussion: Measuring Success in Social Media

  • How to measure the success of social media
  • Which factors to use as a measurement
  • Is social media relevant and worthwhile? How do the different measurements show different results?
  • Athar  Abidi

    Athar Abidi, Digital Manager, British Lung Foundation

    Daniel Ghinn

    Daniel Ghinn, CEO, Creation Healthcare

    Andrew Widger

    Andrew Widger, Director, Media Relations EMEA, Pfizer Inc

    Janet Gunner

    Janet Gunner, Director, Trufflenet Health

    16:40 Chairman’s Closing Remarks and Close of Day Two



    Beat  Buehlmann

    Beat Buehlmann

    Industry Leader Healthcare UK, Google Inc

    Andrew Widger

    Director, Media Relations EMEA, Pfizer Inc
    Andrew Widger

    Athar Abidi

    Digital Manager, British Lung Foundation
    Athar  Abidi

    Beat Buehlmann

    Industry Leader Healthcare UK, Google Inc
    Beat  Buehlmann

    Daniel Ghinn

    CEO, Creation Healthcare
    Daniel Ghinn

    Daniel Siddle

    Founder, Knotane
    Daniel Siddle

    Doris Casares

    Director of Communications and Social Media Strategist , AESEG (Association Espanola de fabricantes de Sustancias y Especialidades Farmaceuticas Genericas)
    Doris Casares

    Elizabeth Apelles

    CEO, Greater Than One
    Elizabeth  Apelles

    Gary Monk

    Digital Healthcare Consultant, Gary Monk
    Gary  Monk

    James Quekett

    Education Lead, Doctors.net.uk
    James Quekett

    Janet Gunner

    Director, Trufflenet Health
    Janet Gunner

    Jean-Pierre Henskens

    Global Digital Team, UCB Group
    Jean-Pierre  Henskens

    Josep M. Picas

    President, European Association of Healthcare IT Managers
    Josep M. Picas

    Jutta Klauer

    Senior Manager New Media, Pfizer
    Jutta Klauer

    Kevin Savage

    Business Director , Trufflenet
    Kevin Savage

    Marc Michel

    Partner, Global Strategy, Greater Than One
    Marc Michel

    With over 12 years of experience in the area of digital marketing, Marc brings a wealth of experience and knowledge to the sector. Marc is a Partner, Global Strategy at Greater Than One, an independent, full-service digital agency with a specialization in online healthcare and pharmaceutical marketing.

    Marc started his career in consulting, working for both Andersen Consulting and PA Consulting before moving to the Internet world in the media division of Organic, Inc in 1998. Prior to his current role, Marc was the Director of Interactive Marketing for Johnson & Johnson’s MD&D EMEA region.

    Marc attended Cornell University and received his MBA from INSEAD in 2002.
    He is also an adjunct professor at the top-ten globally ranked IE University in Madrid, where he teaches a courses in the Masters of Digital Marketing and Management Programme.

    Marc is French-American and was born and raised in New York and has lived in France and the UK before settling down in Spain. Marc has two little girls, a large dog and a cat; all who fight for space on his bed on Saturday mornings.

    Richie Bavasso

    President, Exploria SPS
    Richie Bavasso

    Sven Awege

    Independent Consultant and Former Employee, Eli Lilly
    Sven  Awege

    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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