< PreviousMARKETING 30 Pharma Business International www.pbiforum.net capture some of that same quality that resonated with and/or amused consumers. However, marketers must remember that the internet is fickle and what may have been a hit one week may not be the week after. Consumers have grown more cynical of traditional adverts, especially the coveted millennial and Gen Z demographics, the latter of which has come of age surrounded by mobile browsing and digital technology. This same age bracket hungers for experiences, as well as media that reflects them. This demographic is also famed for its rejection of traditional gender and sexual norms. So, in order to secure the millennial dollar, marketers need to make connections. The days of a doctor in a lab coat waxing lyrical about a new drug product or medical device are over. Instead, companies should try and connect through inspirational messages, inject a feel-good factor and demonstrate good corporate social responsibility. Pfizer, Sanofi and GSK have all put this into effect with successful video campaigns which put young people, inspirational messages and charity front and centre. And the results speak for themselves. Companies might want to also replicate the success of some of the web’s most popular video bloggers (or vloggers). Often these will involve a personality talking directly to camera, discussing a new product or experience with their viewers. This removes the boundaries between the two parties, making viewers feel very much a part of the wider discussion. Indeed, viewers are often invited to share their own thoughts in the comments. A company could even reach out to any vloggers that cover health, fitness or pharmaceuticals and forge connections. This kind of engagement has been seen in food and beauty, so why not pharma? Many of the top pharmaceutical companies also have a strong social media presence. Although companies have been wary of Twitter and Facebook et al in the past, those earlier reservations appear to be passing. Engaging with consumers on social channels is a great and low-cost means of spreading a company’s message and another example of how advertising has changed over the last decade. A few posts online may be just as effective now as a printed advert. Social media can be utilised as a valuable source of research. Companies can find out in real time exactly what consumers are thinking, how they’ve responded to certain products or marketing campaigns. Opinions have never been cheaper or more freely given and that’s an incredibly valuable resource, one the pharma sector shouldn’t shirk, but actively embrace. Pharma Business International 31 www.pbiforum.net MARKETING © stock.adobe.com/Chaosamran_Studio3rd Cell Therapy Analytical Development Summit Europe 3 - 5 September London, UK Faced with many regulatory bottlenecks, the European cell therapy community must unite and confront these challenges head-on. The 3rd Cell Therapy Analytical Development Summit Europe is your unmissable opportunity to connect with peers, share pain points and establish analytical standards for smoother interactions with regulatory bodies including the FDA, EMA and MHRA. Join analytical development and quality control experts from industry-leaders like Achilles Therapeutics, Avobis Bio, Bristol Myers Squibb, Johnson & Johnson, GSK, MHRA, to tackle challenges from product characterisation to method validation and release preparation. Pharmaconex 8 - 10 September Cairo, Egypt Pharmaconex is Africa’s pharmaceutical manufacturing hub, connecting the entire supply chain in Egypt, the largest producer of Pharma EVENTS © stock.adobe.com/ huenstructurebio.com © stock.adobe.com/ engel.ac 32 Pharma Business International www.pbiforum.net 15th Annual World Bispecific Summit 3 - 5 September Boston, USA As of 2023, more than 10 bispecific antibodies have been successfully approved by the FDA, and more than 100 are currently in clinical trials, highlighting biopharma’s continued investment within bispecific therapeutics. As we look to the future of bispecific drugs and focus on novel formats and exploring new mechanisms to differentiate from the crowd, the 15th World Bispecific Summit continues to be the industry’s one-stop-shop for all your strategic needs within bi, tri or multi-specifics or even bispecific ADCs or BiTEs. the 3rd mRNA Process Development & Manufacturing Summit returns to Boston this September - poised to address the industry’s most prevalent bottlenecks of speed, cost of production, and limited flexibility. This is your chance to expedite your mRNA drugs to the clinic and beyond with efficient production, regardless of scale. the pharmaceutical market in the MENA region. Pharmaconex offers a comprehensive experience for the pharma community to network and build knowledge around the latest industry trends. 5th Optimizing Hybrid Clinical Trials Summit 11 - 12 September Boston, USA The 5th Optimizing Hybrid Clinical Trials Summit is uniting stakeholders in Clinical Operations, Innovation, Procurement and Digital Health and more to share practical case studies in building a budget and financial business case to run DCTs, securing end-to- end data flow, and managing data integrity and quality to operationalize hybrid trials. 3rd mRNA Process Development & Manufacturing Summit 17 - 19 September Boston, USA As the mRNA field continues to surge with the first non-COVID approval from Moderna, MEDevice 25 - 26 September Boston, USA MEDevice is the launching pad for tomorrow’s groundbreaking medical devices. Join the event in Boston for your chance to push past your hurdles in product development, get the latest regulatory updates to stay in compliance, and build the OEM industry partnerships that get your devices designed, built, and out to market faster. Future Surgery 2024 1 - 2 October London, UK Future Surgery brings together the entire perioperative team to explore practical steps we can take today to build the future of surgery. LSX World Congress USA 11 - 12 September Boston, USA The LSX World Congress USA gathers leaders from the US biotech, medtech, and healthtech sectors to network, showcase innovations, and explore partnership opportunities. It offers a unique platform for CEOs, investors, and pharma executives to engage in meaningful discussions and collaborative sessions, shaping the future of healthcare technology. www.pbiforum.net Pharma Business International 33 CPHI Korea 27 - 29 August Seoul, South Korea CPHI Korea is a dynamic meeting place where pharmaceutical suppliers, purchasers and decision makers get together for three days of uninterrupted business. Exhibiting companies showcase products from across the entire pharma supply chain: from ingredients and contract services, through to machinery and biopharmaceuticals. © stock.adobe.com/ Corona Borealis LogiPharma 23 - 25 September Boston, USA LogiPharma has been the premiere event for pharma, biotech, and medtech supply chain executives in North America since its inception in 2002 and provides an exceptional opportunity to learn, benchmark, and share best practices with peers in a highly interactive format. By bringing together heads of supply chain on both the manufacturing and provider sides, LogiPharma aims to promote deeper collaboration among industry players, leading to more effective and efficient supply chain management.FEATURES Traceability Machinery & Equipment Vision, Inspection & Detection Environmental Logistics Next issue: Deadline - 25th September 2024 REGULARS News Events M&A Round-up Eye On Approvals Visit us at www.pbiforum.net where you’ll find the latest news as it breaks – and why not subscribe to our newsletters so you can have the latest news emailed to your inbox, in between digital issues? @pbiforumwww.pbiforum.netcompany/pbiforumNext >