"Half the money I spend on advertising is wasted; the trouble is I don't know which half.” This quote, attributed (falsely) to David Ogilvy is famous and was always a good excuse for failure. But, today, there is no excuse for wasting half of your advertising budget. Digital creates the unique opportunity to measure everything you do, the success obtained and the impact on desired outcomes! This is now entirely true for promotion activities driven by pharma, but also for (physician) education, patient engagement and other medical affairs activities, where outcomes means eventually: a better health and a healthier world! Therefore: "Digital meaning results" needs to be understood in a much stronger sense. It simply makes things happen! Leveraging different industry cases, Pierre will explain how efficient metrics could be obtained, how change of behaviour could be reached, and... how all this paves the way for better outcomes.
Co-founder of Actito (Previously Citobi, publisher of SaaS Actito software solution) in 2000, Pierre De Nayer is now CEO of Medcape BeNeLux, owning the MediQuality digital platform for HCPs, leader in BeNeLux with more than 60,000 active members. Pierre began his career by creating a company (now acquired by GSK) active in the field of biotechnology. He then joined Procter & Gamble Pharmaceuticals in 1994, and became a consultant at McKinsey & Company from 1997 to 2000, specializing in the pharmaceutical and biotech industries. He holds a master's degree in commercial science, obtained at HEC Brussels (ICHEC) in 1990, a master's degree in molecular biology (biotechnology - ULB-1993) and a master's degree in Philosophy (UCL 2008). Expert in digital approaches for health professionals, and in different aspects of e-health, Pierre regularly speaks in conferences on theses topics. He also leads, particularly in pharmaceutical companies, workshops on the philosophical questions posed by the technologies of the future.