Agenda

We are thrilled to announce a keynote address by Google!  Discover how AI is revolutionizing the pharmaceutical and healthcare industries.

• Learn from past tech revolutions: draw insights from the past to inform strategic planning for AI challenges and opportunities across Pharma.
• Navigate AI uncertainty: learn to proactively plan for rapid advancements to ensure your org continues to apply the best innovations.
• Capitalize on superintelligence: identify strategic priorities for success in an AI-dominated future.

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• Explore insights and varied practices that leverage AI tools for highest impact and amplification of Life Science sales and marketing initiatives.

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• Hear how Life Science companies should approach compliant and sustainable AI adoption.
• ‍From AI pilots, to Centres of Excellence & strategic partnerships; discover what has delivered the most value to date.
• Learn from commercial leaders on their strategic AI focus for 2024 and beyond, emphasizing AI-driven efficiency, personalization, digital innovations and the importance of ethical use in AI.

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• It’s time to sign-up and get started, hear what AI tools and tactics your marketing team can explore to start saving you time and produce even stronger results.

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• Learn how to prepare your brand for a wave of medical misinformation, from deepfake HCP endorsement to fabricated patient stories.
• Learn about the processes, tools and people that will ensure your teams are ready to mitigate brand destroying fake news.

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• Hear from leading agencies on the possibilities towards increasing value through generative AI capabilities.
• Learn how Gen AI may be deployed for pharma marketing and communication campaigns.
• Understand the risks and benefits before procuring an “AI-powered” agency

• Hear the lessons learned from Sanofi's implementation of AI tools to support commercial and medical activities.
• Get a glimpse into how large language models can be used to ensure communications to healthcare providers and patients are relevant and effective.
• Learn about the metrics applied at each stage of implementation that helped demonstrate business value.

• Understand the ownership issues surrounding AI-generated content.
• Get the latest update on Canadian IP laws and how they apply to your next project.
• Canadian case study highlighting unique challenges in AI-related IP disputes.

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• Understand the transformations underway in hospitals and broader health systems. From streamlined hospital workflows, to diminishing administrative overheads that help elevate patient care quality.
• Discover the imperative for life science companies to evolve and integrate these tech-driven advancements to maintain relevance and foster meaningful connections with healthcare professionals.
• Rare Disease use case: hear about an unmet need, that through collaboration and technology, could result in significant uplift in the diagnosis and treatment of multiple rare conditions.

• What PAAB is seeing as effective generative AI use relating to pharma marketing and communication campaigns.
• Recommendations on opportunities to leverage generative AI within the code.
• PAAB’s own plans on AI adoption for future APS.

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The advent of Generative AI has sparked fresh possibilities for computational creativity in marketing. Indeed, this year’s Contagious Radar survey found that 41% of senior marketers believe Gen AI represents the biggest disruptive force to our industry since the dawn of the internet. But in a world where deepfakes are being increasingly weaponised by bad actors, how can we harness these tools for positive growth? Whether you believe in art or algorithms, understanding the capabilities of artificial intelligence should be a top priority for any future fit marketer. This session will explore the AI trend through the lens of some of the smartest work using the tech.

You’ll learn /

• How brands from the worlds of automotive, food, healthcare, telco, travel, toys and more are using AI
• Revealing insights from both marketing leaders and AI luminaries
• About the various ways that artificial intelligence is reshaping the advertising industry

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The OPMA summer event is a separate co-located event. A full access ticket is included with your Age of AI ticket.

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• Twelve months of AI progress, distilled!
• Clear insights, practical guidance, and real-world examples for life science commercialization, from research and strategy to creative and production.
• Explore how the latest AI trends are reshapIing healthcare marketing and communication.

• Learn how Scotiabank approaches sensitive customer data to help marketing teams deliver real value to customers, while remaining compliant and personalized.
• The Gen AI future; how to balance innovation with privacy in a hyper-personalized world.

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• Get an exclusive update on PAAB’s proprietary AI solution.
• Discover why AstraZeneca saw this partnership as an opportunity to improve the overall approval process.
• Learn which stakeholders were engaged and how objections were overcome at both local and global levels.

• Create trust with AI: Discover co-design techniques and transparency levers that make AI recommendations understandable, ethical, and bias-checked, boosting HCP confidence and patient engagement.
• Prove the impact: See a fresh case study that quantifies AI’s impact, from concept to completion.

• AI-Driven Targeting: Use real-world data and machine learning to target the right subpopulations, boosting engagement.
• Use AI to identify and reach at-risk patients with tailored messaging to improve adherence.
• Driving Next Best Actions in Marketing: Implement AI chat, automation, and real-time insights for hyper-personalized campaigns.

• Exclusive case study from Dr. Bobby Yanagawa, St. Michael’s Hospital, University of Toronto, on pioneering agentic AI technology.
• Explore the vision and partnership with RXCHAINGE to create safe, trusted, and scientifically validated AI solutions for patients, caregivers, and healthcare providers.
• Discussion with Murray Forrestall and Dr. Yanagawa on how AI is set to democratize and revolutionize healthcare, and what it means for Life Science companies.

• How to build AI literacy at scale across your organization.
• Case studies: AI-powered “Next Best Action” strategies improving HCP engagement.
• Data training and trust-building: Ensuring AI insights are reliable and actionable.

• Discover the latest AI tools that enhance reach, engagement, and content relevance.
• Learn what makes content sticky: hear about the topics, format and frequency that drive platform retention.
• Case studies on how brands and partners are achieving higher ROI with ad spend.

• Learn about new regulations (AIDA, PIPEDA) towards IP, data privacy, and Indigenous data sovereignty challenges.
• ‍Important global AI regulations that companies must be aware of in 2025.

• Creating an internal enablement environment - examples of the AI tools available at Bayer
• The path of least resistance - identifying pain points AI can help solve
• The do-it-yourself opportunity

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• Live AI campaign demonstrations from top agencies & platforms/
• Be inspired in how AI is transforming video, audio, print, and digital advertising.
• See how LLM driven brand plans are a marketers new secret weapon!

• How to get the most out of a virtual event
• Brief overview of the agenda and key themes

• A not-so-technical explanation of what Gen AI is and how it works
• The capabilities, advantages, and challenges of Gen AI for medical teams
• The current state of how medical teams are using Gen AI today
• A framework for identifying high-value Gen AI use cases in Medical Affairs

• A clear explanation of how large language models work (e.g., ChatGPT)
• Best practices for effectively and safely using frontier models
• A prompting framework for literature reviews and scientific slide decks
• Examples of prompting in action!

• The most common use cases and recommended AI tools (e.g., Jasper, Writer)
• How Gen AI can support writing, editing, and summarizing scientific content
• Key considerations for maintaining quality and compliance in AI-generated content

• Regulatory, ethical, and reputational risks of using AI in scientific communications
• Identifying low-risk AI tools to pilot for immediate impact
• A framework for assessing, validating, and onboarding AI tools with cross-functional input

• Key metrics for assessing Medical Affairs impact
• Demonstrating value through AI-enhanced analytics
• Linking Medical Affairs activities to business outcomes
• Best practices for reporting and showcasing ROI

• Expert-led discussion on successful Gen AI applications in Medical Affairs
• Overcoming challenges and leveraging lessons learned
• Interactive Q&A to address audience-specific concerns

Aligning physical and virtual engagement to meet HCP and patient needs while fostering trust and credibility.

Using data-driven insights to track engagement, measure success, and increase HCP and patient value.

Empowering reps through experience design, AI integration, and structured mentoring to drive business outcomes.

Ensuring sales reps apply approved materials effectively while enhancing HCP trust and engagement.

How tailoring interactions and storytelling techniques can help reps deliver memorable and impactful messages.

Exploring coaching frameworks such as the GROW model and Situational Leadership to enhance rep performance.

Creating adaptable, responsive sales teams that meet the needs of digital-savvy HCPs.

How AI, CRM, and digital tools are creating trust-based relationships with healthcare professionals.

How reps can provide evidence-based insights, reduce HCP workload, and integrate Patient Support Programs (PSP).

What’s next for the sales force? Key trends and innovations shaping the future of rep engagement.