Partners.
8.15am - 09.00am
Welcome coffee
9.00am - 09.20am
Pharmageddon 2024 opens with bold declarations from those working on the cutting edge. Leaders will outline their positions and beliefs as to where our industry is destined over the coming decade. You’ll be inspired by what’s possible, and eager to figure out how to get there.
Event Host: PAUL SIMMS
9.20am - 10.30am
Imagine a future where health isn't just about treatments but a seamless part of daily life. This session challenges you to create bold new health ecosystems that blend lifestyle, technology and community. Your mission is to design innovative concepts that transform how people live, work and play in a health-integrated world. Think beyond hospitals and clinics—consider homes, cities and workplaces that inherently promote well-being. By the end, you’ll have crafted visionary prototypes that could reshape the way we perceive and pursue health.
Room Host: NOREEN SAJWANI, AYDAN KESICI, ANA MENDES DE SOUSA
Guest facilitators: ELLY AYLWIN-FOSTER, JAMES HARPER, LORNA PENDER, BEN GALLARDA, JONATHAN MACDONALD, STEVE ROYLE, MYLES FURNACE, PAUL HARTIGAN
10.30am - 11.00am
Are you afraid of failure? Would you celebrate not just your successes but your fuckups? We can’t move forward if we can’t be open about our past, and only with vulnerability will we ever be trusted and human. Pharma is not perfect and shouldn’t pretend to be. Hear from industry leaders who will publicly express their regrets, their mistakes and their missed opportunities so that we can all learn and move forward.
Guest panellists: GEORGES DAGHER, OLE MOELSKOV BECH, ALEXEY CHERCHAGO, FLORENT EDOUARD
11.00am - 11.15am
HCPs are increasingly taking on the role of influential content creators on social media, reshaping the way healthcare information is shared and consumed. With the rise of digital platforms, a new generation of clinicians is using these spaces to connect with peers, patients, and the broader medical community. Understanding how to engage with these clinician creators is essential, as it opens up opportunities for collaboration, strengthens partnerships, and enhances outreach in a rapidly evolving digital landscape.
Guest panellist: AZMAIN CHOWDHURY
11.15am - 12.00pm
12.00pm - 12.30pm
Everyone knows pharma’s reputation is at rock bottom. The question is what we’re going to do about it. Otherwise how will we have the impact we want, attract internal talent and build real customer relationships? Learn from reputation experts who know, and how to make sure that trust impacts the bottom line.
Guest panellists: NINA FYHN, JESSICA PACEY, ALMUDENA FRAGA, HELGE TENNO
12.30pm - 12.50pm
2 in 3 HCPs believe climate change is likely to change their approach to care, 41% are making clinical decisions with the environment in mind, only 1 in 3 believe pharma are acting to address climate change, or even understand the environmental challenge being faced and 68% believe pharma must act now. Presenting an opportunity for the disruptors to take notice, and lead the change.
Guest panellists: VERNON BAINTON, JACK KREINDLER, JONNY GROOME
12.50pm - 2.00pm
2.00pm - 2.30pm
Last time we looked, patients were not zoo animals. So in 2023, our patient panellists called for an end to patient centricity, an end to being observed, prodded and poked. Instead, partnership and co-creation should be the new normal. Such models aren’t new, but we must explore techniques and build a better toolbox of engagement opportunities in order to make progress.
Guest panellists: ELLY AYLWIN-FOSTER, EMMA SUTCLIFFE, CAROLE SCRAFTON
2.30pm - 3.00pm
Are you still playing post-pandemic catch-up, or do you have a roadmap that combines precision medicine, concept creation through AI as well as increased operational efficiency? Lose any one of these three and you’ll be behind. Let’s see how we can create something more compelling.
Guest panellists: AUDREY KRASSNITZER, GIORGIO MAZZOLENI, SARAH CHRISTENSEN, NATALIYA ANDREYCHUK
3.00pm - 4.10pm
Move beyond the outdated models of patient involvement and into a realm where patients are true partners in health innovation. In this session, you’ll design frameworks that turn patients into active collaborators in their own care and the development of new treatments. The goal is to create systems and tools that empower patients with real influence and participation. You'll develop ambitious, actionable plans to revolutionise patient roles, ensuring they are integral to every step of the healthcare journey.
Room Host: NOREEN SAJWANI, AYDAN KESICI, ANA MENDES DE SOUSA
Guest facilitators: ELLY AYLWIN-FOSTER, JAMES HARPER, LORNA PENDER, BEN GALLARDA, JONATHAN MACDONALD, STEVE ROYLE, MYLES FURNACE, PAUL HARTIGAN, EMMA SUTCLIFFE, ROBERT MITCHELL-THAIN
4.10pm - 4.45pm
4.45pm - 5.00pm
Most promotions are a lukewarm mix of efficient tactics and mediocre ones. How big is the gap between this mix and another disciplined to efficient tactics? How has efficiency measurement worked across pharma in the last few years? How impactful has it been? What's the journey like?
Guest panellist: SPENCER WILCOX
5.00pm - 5.30pm
In the next chapter of health equity, we're not just reacting; we're anticipating, identifying and dismantling access barriers before they even become obstacles. By leveraging insights to ensure that our healthcare solutions reach everyone, not just those in well-served markets, we’ll not only fulfil a social imperative but open new commercial pathways. We commit to a future where innovation, equity and commercial performance are inextricably linked, driving us to a more inclusive world.
Guest panellists: MARIJN VERHOEF, MATHIEU WILLIAM GILBERT, OLIVIA KAGER
6.30pm - 9.30pm
*Shuttle buses available from Wicked Grounds to Floor17
8.15am - 09.00am
Welcome coffee
9.00am - 09.30am
The dust has settled on the initial frenzy around generative AI. And pharma’s legacy enterprise systems can dull even the most exciting technology. Time for a sober reassessment, where we determine how to better meet evolving HCP expectations and secure lasting customer satisfaction. Cut through the noise to see how generative AI can be harnessed to fit our unique potential into performance.
Guest panellists: MYLES FURNACE, KARSTEN FRIEDERICH, YAHYA ANVAR
9.30am - 10.00am
You can’t be the best at anything if you don’t know the rules of the game. Yet we outsource compliance activity as if it’s not a core skill. Most of us see compliance as a drag on innovation, thinking it’s somehow beneath us. This is precisely the opposite attitude we need if we want to be high performers. Knowing the boundaries and knowing how to operate effectively within them is a critical skill. We need to build the ‘space to create’ if we are truly going to enhance our performance.
Guest panellists: RINA NEWTON, OSSAMA IBRAHIM, MO MANSARAY
10.00am - 11.00am
Take digital transformation to new heights by imagining and creating the next generation of digital health solutions. This session pushes you to design advanced, integrated digital platforms that not only improve operational efficiency but revolutionise how healthcare is delivered and experienced. Think AI-driven personalised care, virtual health environments and unprecedented data integration. Your challenge is to craft blueprints for digital innovations that break barriers and set new standards for the industry.
Room Host: NOREEN SAJWANI, AYDAN KESICI, ANA MENDES DE SOUSA
Guest facilitators: ELLY AYLWIN-FOSTER, JAMES HARPER, LORNA PENDER, BEN GALLARDA, JONATHAN MACDONALD, STEVE ROYLE, MYLES FURNACE, PAUL HARTIGAN
11.00am - 11.30am
11.30am - 12.00pm
In a recent Impatient Health survey, more than 60% of respondents said that they expected medical affairs to be the dominant force in customer engagement, over their commercial colleagues, in the near future. If medical affairs was to accelerate and take the driving seat today, what would the rest of the organisation look like? What would we be able to achieve then that we can’t now?
Guest panellists: ALAN MCDOUGALL, HEATHER MOSES, CARLOS EID, OLIVIA KAGER
12.00pm - 12.30pm
By integrating public–private collaborations, we can unlock the potential of real-time data to enhance outcomes. Streamlining RWE involves curating reliable, diverse data sources and implementing quality controls to ensure data accuracy and trustworthiness. It’s time to take advantage of everything that RWE has to offer.
Guest panellists: CATARINA SANTOS, MUSSA ARVANI EMMA VITALINI FRANCES TULLEY
12.30pm - 1.00pm
When you're succeeding, it's easy to coast. But Novo Nordisk’s A-Team—Aleja, Anne Sofie, and Audrey—aren’t resting on their laurels. In this session, they’ll unpack how they’re refusing to play it safe. Instead of following the usual scripts, they’re integrating operations in ways that others only talk about, pushing the boundaries of collaboration and smarter execution. This isn’t about tinkering at the edges; it’s about reimagining the playbook altogether. Expect a candid discussion that goes beyond the buzzwords, offering real insights into building new standards.
Guest panellists: ALEJANDRA BETANCOURT, ANNE SOFIE ROESTBJAERG, AUDREY KRASSNITZER
1.00pm - 2.00pm
2.00pm - 2.30pm
So many of our industry’s most debilitating problems are a result of legacy mindsets and a culture that doesn’t reward out-of-the box thinking. We need to create an environment that embraces experimentation, learns from failure, and that shares its losses, as well as its wins. It’s time to build that attitude into our SOPs and workflows.
Guest panellists: FLORENT HASSEN, MIRIAM KENRICK, SJAAK VINK
2.30pm - 3.30pm
In this final session, you’ll synthesise all the ideas and innovations discussed throughout the event into a cohesive vision for the future of health. Your task is to design ambitious projects that drive the industry forward, tackling the biggest challenges with creative, bold solutions. Collaborate to create a roadmap that combines technological, operational and human elements into groundbreaking initiatives. By the end, you’ll have a strategic plan to implement transformative ideas that push the boundaries of what’s possible in healthcare.
Room Host: NOREEN SAJWANI, AYDAN KESICI, ANA MENDES DE SOUSA
Guest facilitators: ELLY AYLWIN-FOSTER, JAMES HARPER, LORNA PENDER, BEN GALLARDA, JONATHAN MACDONALD, STEVE ROYLE, MYLES FURNACE, PAUL HARTIGAN
3.30pm - 3.45pm
Innovation is for life, not just for Pharmageddon. If we are to achieve our vision, we must be bold and stick together. As the event comes to a close, it’s time to gather what we have learnt and consider how we can practically work towards our collective vision.
Hosts: PAUL SIMMS, NOREEN SAJWANI
3.45pm - 4.00pm
Gabriel de Paula Senior Event Manager +351 914 083 112
Thanks for being keen to join us in Amsterdam.
Our intention is to have one non-affiliated ‘patient’ for each team taking part.
If you are interested in being one of these, please write to us. We also have a limited number of spaces for HCPs, media and others. Please write to Gabriel on [email protected] or [email protected] if eager to take part.
