Please note that this agenda is subject to change.

Agenda Day 1 - Tuesday 4 February 2020

08:30 Registration
09:45 Welcome from PRWeek
09:50 Chair’s opening address

Emma Sergeant, President Europe DAS, Group of Companies, Omnicom

09:55 Innovation and regulation: how to master the balancing act of communications in Pharma

Opening keynote presentation

  • Encouraging a culture of creativity to produce engaging content to cut through with your communications
  • Establishing an awareness of firm boundaries to remain compliant while allowing for innovative communications
  • Bringing external agencies on board with campaigns as early as possible to facilitate the most engaging content for your message

Keith Jordan, Policy, Access and Communications Director, Roche
Kristine Kelly, Head of Communications and Patient Advocacy, UK, Novartis

10:15 The digital guidance from the ABPI outlined and explained
  • An overview of the new digital guidance from the ABPI
  • Best practice and implications are for communications on social media and digital channels
  • A chance to ask questions to the ABPI directly

Jill Pearcy, Director, ABPI Code Engagement, ABPI

10:40 Morning Refreshments

11:30 Breakout streams
Breakout Sessions
11:30 Producing long-form, quality content for increased engagement on digital and social channels
  • Responding to the consumer online engagement trend   towards long-form media
  • Producing audiovisual content that promotes your brand and is engaging for your audience
  • Integrating brand values and purpose in high quality content to drive public engagement with a condition
11:30 Health tech and patient data: the implications for communications
  • How to stay at the forefront of engagement with patient’s as access to advice is changing through new technology platforms
  • Reassuring patients about the use of their data in the development of new medicines as this becomes a vital tool in the development of new treatments

Dr Loubna Bouarfa, Chief Executive and Founder, OKRA Technologies

Breakout Sessions
12:10 Creating a unified digital strategy to present a clear message
  • Targeted branding on digital and social to reach your audience
  • The most effective ways of using each channel to communicate

Roeland Van Der Heiden, Digital Director, Astra Zeneca

12:10 The agency talent crisis: how should agencies recruit and retain talent?
  • How to create an environment and workplace culture that attracts top talent
  • Addressing the motivations of agency health staff so to retain experience and talent
  • The challenges of retraining communications staff with experience from other industries and the benefits of outside experience

Richa Bhardwaj, Global Communications and Government Affairs, GSK
Mike Dixon, CEO, Healthcare Communications Association

12:50 Networking lunch

Breakout Sessions
14:30 Engaging with survivorship conversations: quality patient relations
  • Partnering closely with patient groups to be a part of the conversation in a therapeutic area
  • Using first-hand experience of patients to feed back into medical development and address concerns

James Read, Director, Policy and Communications, MSD

14:30 What can pharma learn from the culture of creativity in PR from other sectors?
  • Hear how a ‘health first, sector second’ approach to creativity drives engagement with campaigns
  • Are creativity and compliance compatible? How you should best find a balance between innovating and conforming to regulations
  • Learn how you can introduce a culture of creativity in communications from the top down to maximise the effectiveness of your communications activity

Stuart Hehir, Creative Director, Pegasus
Kesha Tansey, Associate Director, Pegasus

15:10 Afternoon refreshments

15:40 Learnings from the EFPIA and the ABPI campaigns Valuing Medicines and We Won't Rest

Case study presentation

  • Using purpose to demonstrate the value of the industry to the public
  • Effective measurement in PR campaigns to demonstrate engagement and audience response
  • How industry collaboration can combat the negative public perception of the sector

Andrew Powrie-Smith, Executive Director of Communications and Partnerships, EFPIA
Elaine Towell, Head of Media and Communications, ABPI

16:00 Patient group partnerships: what should pharma’s relationship with patient groups look like?

Panel discussion

  • The importance of patient feedback and continued dialogue in true patient centricity
  • The increase scope for cooperation with the added security of a definite, long-term relationship between a pharmaceutical company and a patient group
  • Aligning your brand with a societal purpose and increasing your share of voice through a meaningful partnership with the group that leads the conversation on a therapeutic area?
  • Transparency in disclosing patient group funding: the shift into a public relationship and the benefits for PR and brand image

Alex Wyke, CEO, PatientView
Maria Caporaso, Pharma and Med Tech Lead, Prostate Cancer UK

16:35 The changing access to medicines and the communications challenge it will bring

Keynote presentation

  • How to address tech illiteracy with the baby boomer generation as healthcare and pharmacies go through digitalisation
  • Working with key stakeholders as the demands on medication and requirements of treatments increase

Laura Vergani, Vice President, International and Divisional Communications, Walgreens Boots Alliance

17:00 Chair’s Closing Remarks

Emma Sergeant, President Europe DAS, Group of Companies, Omnicom

17:05 End of conference Day 1

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