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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• Hear what makes a healthcare campaign the best in the country directly from the CMA judges.
• Learn how the campaigns leveraged market insights to deliver breakthrough creative and drive business results.

• Learn how great creative helped celebrate the diverse & unique portrayals of individuals who partner with their healthcare professional to change the course of their weight-management journey
• Explore the insight, strategy, and execution behind this successful direct-to-consumer campaign.

• Hear the lessons learned from instilling curiosity and innovative thinking into brands, divisions and businesses.
• Understand how being open to new ideas, new channels and new voices can move the needle in the market.

• Uncover how GSK leveraged creative storytelling to spotlight the year-round risk of shingles in adults 50+.
• See how collaboration with regulatory bodies shaped impactful visuals and messaging to drive vaccination awareness.
• Explore the impressive reach and outcomes, including a 6% rise in vaccination intent and over 79 million impressions across platforms.

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• Ensure every cent of your budget is used effectively in 2025 by understanding the nuances of healthcare media buying in Canada.
• Getting to personalisation: hear what platforms and partners are setting the standard when it comes to audience targeting, enabling brands to deliver hyper relevant and engaging content.
• Leave with a (usable) blueprint for effective media planning in Canada.

• See the impact that user-centered design and incremental innovation can have on creative and channel success.
• Learn how marrying new technologies and emerging tools with sound marketing fundamentals can drive results for brands.

• Hear how incremental changes and inclusive marketing delivered outsized engagement.
• Learn how stakeholder engagement can impact creative, channel strategy, and execution.
• Understand how intentional content and creative changes increased awareness.

• In a healthcare industry first, Canada’s top creative minds share where Creative is going in 2025; is AI driving the awesome, or the average?
• In a quick-fire session, discover what’s driving Canada’s leading Creative Directors; apply their mojo to your next creative brief!

• Hear how Canesten adopted a new channel strategy to target young female consumers.
• See the creative that broke through for Bayer on a new digital channel.
• Learn the lessons, and see the results from the campaign.

• Learn how genuine insight—that hope can be the cornerstone of meaningful action – formed the foundation of this disease understanding and patient / caregiver support campaign.
• How impactful-personal-storytelling anchors meaningful engagement.
• Discover how Hats for Hope has become a self-sustaining program, providing a model for other disease understanding programs and community advocacy.

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Alan joins host Neil Follett in a conversation about encouraging, and focusing, creativity throughout one of Canada’s most respected businesses. Alan will also take questions from the audience.