2011 DxMA Global Marketing Summit Session Topics and Speakers Announced

March 22, 2011 - PRLog -- The Diagnostic Marketing Association  has finalized the schedule of events and speakers for the 2011 DxMA Global Marketing Summit being held on April 27-28 at the Manchester Grand Hyatt Hotel in San Diego.

“This year’s conference lineup will give attendees insights into the device and diagnostic field from numerous perspectives,” said DxMA President Brian Durkin. “We have industry leaders and federal regulators on the schedule and know that attendees will walk away with an arsenal of practical tools and examples.”

On April 27, attendees will have the opportunity to attend lectures and forums on numerous topics  moderated by featured speakers. The lineup for Day 1 includes:

•   Merging Technology to Drive Personalized Healthcare Closer to the Patient: Duane Roth, CEO of CONNECT. Roth serves on numerous advisory committees and boards for life sciences organizations and companies. He will discuss early stage innovation and the integration of diagnostic testing, medical devices and therapeutics to benefit patients, healthcare professionals and third parties.

•   Changing Requirements for PMA & FDA Submissions: Alberto Gutierrez, director of In Vitro Diagnostic Device Evaluation (OIVD) Division of the FDA Device Enforcement. Dr. Gutierrez has over 10 years of experience researching in the area of structural organization and organometallic chemistry. During this lecture,  he will discuss the newest guidelines pertaining to diagnostic and device product testing.

•   The Changing Legal Landscape and Ethical Codes Applicable to Dx Interactions with Health Care Professionals: Christopher White, executive vice president and general counsel for AvaMed. White has extensive experience with the regulatory issues affecting medical technology developers and will frame her discussion around experiences from her past work.  

•   Impact of Changing Regulatory Requirements on Diagnostic Growth and Innovation: Jon Bishop, CEO Cepheid Diagnostics. Bishop has been working in the healthcare field since 1968. During this session, he will discuss practical ways to market products in line with oversight measures.

On April 28, several coffee roundtables will be held to examine topics including:

•   Harnessing the Power of Synergy in Patient and Physicians Communications: Lynn Nye, PhD, principal of Medial Minds Communications. Dr. Nye has more than 25 years of experience in developing promotional and educational programs for healthcare products and services. She will present attendees with effective strategies for educating patients and physicians while reducing the costs related to these communications efforts.

•   Measuring Marketing Effectiveness with ROI Metrics: Colin Cook, president of Thimble River Analytics and Amy Jacobs, worldwide marketing director of Bausch & Lomb. Cook has 20 years of experience in the field of interactive media and will address the necessary elements of a measurement framework so that campaigns generate real value. Jacobs is a successful ophthalmic industry marketer and will delve into methods for effective device advertising, including using media buys from local cable stations to reach appropriate audiences.

•   Reduce, Reuse, Recycle: Making Every Dollar Count: Holley Malia, Medical Marketer of the Year and president of Grey Matter Marketing. Malia has planned and implemented numerous successful consumer marketing and business strategies and was named Marketer of the Year by the Medical Marketing Association after spearheading a successful direct-to-consumer campaign for The LAP-BAND® System. She will discuss ways to work around budget constraints to reach customers and increase sales.

•   Social Media - Next Steps to Implementing a Program: Greg Matthews, WCG’s director of social media and innovation is the creator of a successful social media framework that led to Humana’s ranking as a “Top 20 Company on Twitter.”  Paul Dyer, WCG’s eMedia director, was named one of PR News ‘15 People to Watch in 2010’ and has conducted strategic social media council for dozens of leading brands. Together, they will discuss an effective approach to reaching customers and internal audiences online.

•   Bringing Innovative Medical Devices to Market: From Inception to Commercial Successes: Claudia Graham  is vice president of marketing for Dex Com, Inc. where she oversees product development and commercial marketing activities. During this session, she will discuss steps necessary for successful medical device marketing initiatives to achieve sales goals.  

•   Sales Success Stories: Devin Hughes, area sales director at Genzyme Biosurgery, has worked to create and execute sales strategy in line with financial goals and  led a team  of one of the world’s leading biotechnology companies for seven years. Using stories from his experiences, he will narrate and discuss proven ways to succeed in selling medical devices.

•   Marketing Success Stories: Dianah Schmidt, executive director of marketing and services at Accumetrics. Schmidt has more than20 years of experience in strategic business marketing and business development in the healthcare industry. She will present proven methods framed around real-life success stories.

To register for the 2011 DxMA Global Marketing Summit or for more information, visit http://www.dxma.org/dxma_events/annual_conference.

About DxMA
Founded in 1974, the Diagnostic Marketing Association is the only organization devoted to diagnostic and device marketing professionals. DxMA gives members in-depth industry knowledge, professional development opportunities and a forum for the exchange of ideas.

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