DigiPharma Connect 2027 » Day 1 Monday March 8th, 2027

REBUILDING THE COMMERCIAL ENGINE

11:00 am - 11:50 am CONFERENCE REGISTRATION & WELCOME LUNCH

11:40 am - 11:50 am SPONSOR ORIENTATION

11:50 am - 12:00 pm WELCOME REMARKS & ICEBREAKER

12:00 pm - 12:10 pm WELCOME REMARKS & ICEBREAKER

12:10 pm - 12:30 pm OPENING KEYNOTE: Your Next Customer Might Be An AI Agent: Marketing When Machines Influence Healthcare Decisions

Patients and HCPs are increasingly turning to AI assistants to research symptoms, treatments, clinical evidence, and brands. As AI becomes an intermediary between pharma and its audiences, marketers must rethink what it means to influence a customer they may never reach directly.

• Understanding how AI assistants are changing treatment research and healthcare decision-making

• Identifying the content, authority, and evidence signals that determine whether brands appear accurately in AI-generated answers

• Rethinking customer engagement when algorithms increasingly mediate the relationship between brands, HCPs, and patients

• Determining how commercial organizations should adapt content governance, measurement, and investment as AI-mediated discovery grows

12:30 pm - 12:50 pm LIVEWORLD KEYNOTE PRESENTATION: Rebuilding HCP Strategy Around Who Actually Drives Treatment

Nearly one-third of prescriptions are written by Nurse Practitioners and Physician Assistants, yet most pharma brands still treat them like secondary targets. This keynote challenges the industry's outdated HCP model and makes the case for a new one: human-led, AI-powered insight that fuels bold creative and smarter media. Drawing from NP/PA councils, social intelligence, and healthcare-specific analytics, we'll show why incremental tweaks won't move the needle, and what it really takes to influence today's digitally native prescribers.

• Reframing NPs and PAs as critical prescribers and primary growth audiences rather than secondary HCP targets

• Harnessing human-led AI, social intelligence, and healthcare-specific analytics to uncover deeper prescriber insights

• Rethinking physician-first strategies and recycled creative to better engage today's digitally native NPs and PAs

• Connecting actionable insights to bolder creative and smarter media strategies that drive meaningful prescription growth

12:50 pm - 1:20 pm KEYNOTE PANEL: Beyond Omnichannel: Who Owns The Customer Now? Rebuilding The Commercial Model Beyond Omnichannel

Pharma has spent years building omnichannel capabilities, but connecting channels is no longer the finish line. This panel explores what comes next as AI, real-time signals, changing customer behaviors, and new engagement environments force organizations to rethink the traditional omnichannel model.

• Moving from channel coordination to customer-led orchestration across commercial functions

• Defining decision rights when customer engagement spans marketing, sales, medical, digital, analytics, and technology

• Using AI and real-time intelligence to determine next-best engagement rather than simply optimize individual channels

• Establishing the operating model, capabilities, and measures required for the next stage of customer experience maturity

1:20 pm - 1:50 pm BUSINESS MEETINGS

1:20 pm - 1:50 pm AFTERNOON REFRESHMENT BREAK

1:50 pm - 2:10 pm THE TRADE DESK KEYNOTE: Unifying HCP & DTC Marketing For Smarter Engagement

Healthcare marketing is becoming an orchestration challenge as HCP and DTC strategies increasingly converge across digital and omnichannel environments. This session explores how a unified approach—powered by AI, real-time signals, and cross-channel measurement—can better coordinate HCP and DTC engagement, improve sequencing and efficiency, and drive measurable incremental impact.

• Breaking down silos between HCP and DTC strategies to create a more unified approach.

• Harnessing AI and real-time signals to orchestrate smarter, more relevant engagement.

• Coordinating messaging and sequencing across channels to improve efficiency and impact.

• Measuring incremental performance across the healthcare ecosystem to optimize investment.

2:15 pm - 2:45 pm BUSINESS MEETINGS

2:50 pm - 3:20 pm BUSINESS MEETINGS

3:20 pm - 3:50 pm BUSINESS MEETINGS

2:15 pm - 2:45 pm PRESENTATION Beyond SEO: Winning Pharma Visibility In The Age Of AI Answers

Traditional search is rapidly giving way to AI-generated answers that summarize information without requiring customers to visit a website. Pharma marketers must rethink discoverability as visibility becomes less about ranking first and more about becoming a trusted source behind the answer.

• Understanding how AI-powered search is changing patient and HCP discovery behaviors

• Building content strategies designed for both traditional search and generative AI platforms

• Identifying the signals that make healthcare information credible and discoverable to AI systems

• Measuring brand visibility when clicks and website traffic no longer tell the full story

2:50 pm - 3:20 pm PRESENTATION Building Content For Personalization At Scale

True personalization cannot depend on manually creating a new asset for every customer and channel. Modular content offers an opportunity to turn approved claims and components into flexible experiences that can be assembled around individual needs.

• Designing modular content architectures that support meaningful variation without creating uncontrolled complexity

• Connecting content metadata, customer signals, decision engines, and channel execution into one personalization ecosystem

• Establishing governance and MLR guardrails for dynamically assembled and AI-enabled experiences

• Redesigning content operations, workflows, and measurement so personalization can scale without proportional increases in cost and headcount

3:20 pm - 3:50 pm AFTERNOON REFRESHMENT BREAK

3:50 pm - 4:40 pm DIGITAL DIALOGUE ROUNDTABLES

Table 1: Omnichannel Integration: Reps, HQ, 3rd Party Partners: Where Are We And What's Next?

Moderated By: Facilitated By: Vince McAneney, SVP Sales, Skipta

Table 2: Guardrails Without Gridlock: Reinventing MLR For AI-Powered Marketing

Moderated By:

Table 3: The Value Exchange Problem: Why Should A Patient Give Pharma Their Data?

Moderated By:

Table 4: Rethinking The Commercial AI Stack For Greater ROI

Moderated By:

4:45 pm - 5:15 pm BUSINESS MEETINGS

5:20 pm - 5:50 pm BUSINESS MEETINGS

4:45 pm - 5:15 pm PRESENTATION Kill The Annual Plan: Building A Commercial Organization That Can Reallocate In Real Time

Traditional campaigns are planned months in advance, launched, measured, and eventually optimized. But customer behavior changes continuously. AI and real-time data are creating the opportunity for marketing models that learn and adapt while engagement is happening.

• Moving from fixed annual campaign cycles toward continuous planning, experimentation, and optimization

• Establishing decision rights and feedback loops that allow teams to act on changing customer signals quickly

• Determining which budgets, resources, and activities can be dynamically reallocated—and which require longer-term commitment

• Redesigning governance and measurement so greater agility does not compromise regulatory discipline, strategic consistency, or accountability

5:20 pm - 5:50 pm PRESENTATION Show Me The Money: Which AI Use Cases Are Actually Driving Commercial ROI?

Pharma is investing heavily in AI, but adoption does not guarantee impact. As experimentation gives way to accountability, commercial leaders need to determine which applications are creating measurable value and which are simply adding another layer of technology.

• Identifying where AI is generating measurable revenue, cost, productivity, or customer-experience impact across the commercial model

• Distinguishing efficiency gains and activity metrics from true incremental business value

• Understanding the data, workflow, adoption, governance, and change-management barriers that prevent successful pilots from scaling

• Building an investment framework for deciding which AI capabilities to scale, redesign, partner for, or stop funding

5:50 pm - 6:50 pm COCKTAIL RECEPTION

6:50 pm - 6:50 pm CONCLUSION OF DAY ONE

6:50 pm - 6:50 pm PROGNOS HEALTH PRIVATE DINNER