Masterclass – Digital Communications

Venue Irish Management Institute, Sandyford, Dublin
Date Thursday, November 30th , 2023
Time 9:30 am - 4:00 pm

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The final masterclass of 2023 will focus on creating, launching and measuring omnichannel campaigns.   We’re delighted to bring the expertise of Combined Media and AgencyX to this masterclass; both companies have a wealth of experience of creating and running omnichannel campaigns for the pharma and healthcare industry. 

During the day we’ll discuss the following topics: 

  • The latest marketing trends impacting our industry today and tomorrow:
  • What is Omnichannel Marketing and how to make it work for your brand
  • The rise of the Virtual and Hybrid Event- planning and pitfalls
  • The impact of AI on Pharma Marketing – the latest thinking and examples
  • Harnessing and integrating  data into your campaign
  • Ensuring your omnichannel campaign sits within the IPHA code 
  • Workshop activity to create an Omnichannel Strategy 

We have a fabulous panel of speakers in place from industry, stakeholders and the two agencies – Combined Media and AgencyX.   

Who should attend? 

This masterclass will be ideal for those involved in the creation or implementing of omnichannel campaigns, or those who would like to increase their understanding of the various elements  involved. 

Event details: 

     Date:        Thursday 30th November, 2023 

     Venue:     The IMI Centre, Sandyford, Co Dublin 

     Time:         9am for 9.30am start.  Close at 4pm. 

     Format:    Mix of presentations from industry experts along with an activity based workshop 


Ahmed Sidat, Omnichannel Lead: Medtech UK & Ireland – Janssen 

As Omnichannel Lead, Ahmed spearheads the development and implementation of innovative omnichannel marketing strategies. He is passionate about collaborating across Business Units to unite customer insights, human empathy, digital platforms, and face-to-face engagement to untap the potential of omnichannel to elevate every interaction and strengthen the overall customer experience.
Previously, Ahmed made significant contributions at Janssen UK, where he spent five years establishing and leading the Omnichannel Team. Under his leadership, the team revolutionised Janssen’s customer engagement approach, earning recognition as best-in-class for their integrated digital promotional and medical education offerings whilst delivering cost-savings through optimised end-to-end content and channels processes.
His career began in the legal profession after obtaining a law degree and further professional qualifications from the College of Law, London.
Transitioning into a global business change and transformation role with Norton Rose Fulbright LLP, he led client-facing innovation, service development initiatives, and successfully managing change programs during three major international mergers.

His favourite quote is “The illiterate of the 21st century will not be those that cannot read and write, but those who cannot learn, unlearn and relearn.” – Alvin Toffler



Paul Pierotti, Partner Data Analytics & AI Practice – EY Ireland 

Paul  brings 25 years of experience in applying Data Analytics to improve strategic decisions and business outcomes.   This typically involves working with an organisation’s leadership team to define their Analytics and AI vision and business case by use case.  He then helps build the related assets that are embedded in operational processes to realise that value.  He has delivered over 50 successful engagements in Health and Life Sciences, including using data to improve Health Care Professional and Patient engagement.   Paul has a BSc in Mathematics and MSc in Industrial Mathematics.




Dr Rebecca Cramp, Director of Code & Regulatory Affairs – IPHA

Rebecca has over  30  years’ experience working in the Pharmaceutical Industry and has experience in areas such as regulatory affairs, medical writing, scientific publishing, self-regulation and clinical research.  She also lectures at Trinity College Dublin and sits on the Stakeholder and Management Committee Meeting of the National Clinical Trials Office.
She is a former member of the  HIQA Research Ethics Advisory Group in relation to Clinical Research and was an observer on the Consultative Panel on the Legal Classification of Medicines which completed its work in late 2013.  She is also a former member of the Board of the Health Research Board (HRB), former  chairperson of  the  HRB Research Ethics Committee, former member of  the  National  Health Literacy Advisory Group and the National Committee overseeing the  implementation of the Strategy on Antimicrobial Resistance in Ireland (SARI).



Erik Jackman, Associated Director, Account Management – IQVIA 

Erik has 16 years experience in the Irish Pharmaceutical Industry in sales, sales force effectiveness, sales management, and data solutions. 6 years in IQVIA working with various companies as their commercial Key Account Manager.
He is a business graduate of Massey University in Auckland, NZ with a recent masters in International Pharmaceutical Business Management from Griffith College Cork.




Brian Larkin, Founder and Director – Agency X

Brian is a marketing specialist with over 20 years’ experience developing brand strategies for some of the world’s leading brands in Healthcare, FMCG and Financial Services in Ireland, UK, Mainland Europe, and Oceania. Brian is a founder and director of Agency X, the Dublin based marketing agency specializing in Omnichannel approach strategies for the Healthcare and Pharmaceutical sectors.





Colm Lynam, Co-Founder & CEO – Combined Media 

Colm is the head of strategy in Combined Media in Dublin. He has a background in software and project management having worked for several large technology companies including Nortel, Oracle and Siemens in Ireland, the UK and Europe. He has worked with major organisations helping them get their businesses online and was part of the change team in the European Commission to move the EU patent application process to digital. He works as a digital marketing specialist in Combined Media specialising in the Pharma and HealthTech space.
He holds a Science Degree from UCD, Marketing Diploma from CIMA London and a Henley MBA.




We will also have a number of specialists from both AgencyX and Combined Media attending the day who will lead the workshop breakout groups and lend their expertise throughout the day: 

Diyanah Lubis-Begley, Senior Digital and Social Lead

Diyanah brings a wealth of experience with a decade-long focus on Digital and Social Strategy. Her influence extends across the APAC and EMEA regions, reflecting a deep understanding of diverse markets.   Her career includes impactful roles at renowned agencies like TBWA Singapore, Publicis Groupe, and Accenture Ireland, where she collaborated with prestigious clients such as Mastercard, Standard Chartered Bank, Abbott, Loreal, Spotify and many more.  Currently serving as the Senior Digital and Social Lead at Agency X, Diyanah is at the forefront of developing omni-channel campaigns for Pharma and Healthcare clients. 



Victoria Yatskiv, Account Manager

In the past four years, Victoria Yatskiv was responsible for managing portfolio of SMEs in the EMEA market. Throughout her years in account management, she helped companies build their sales strategy, forge relationships, and increase their return on investment.  With previous experience collaborating with healthcare organizations, she has directly witnessed the significance of research and education. She is delighted to make a meaningful contribution to the healthcare sector in her current position as an Account Manager at Agency X.




Priscilla Lim, Marketing Lead

Priscilla has worked at various MNCs in her career, analysing campaigns and drawing insights to improve reach through data-driven integrated strategies in the APAC region. Having volunteered for healthcare organisations in the past, she has seen first-hand the impact of effective and clear communications on patients.  As a recent Master of Marketing graduate with seven years of industry experience, she is excited to make a difference in the healthcare sector as a Marketing Lead at Agency X.




Trishala Joshi, Digital Marketing Lead
Trishala heads up Digital Marketing in Combined Media and she specializes in SEO, Paid advertising, Marketing, and brand creation. She has in-dept knowledge of helping healthcare clients navigate the world of online marketing and promotion and for creating impactful campaigns for brands. Ready to collaborate, she’s your ally in elevating your brand’s digital presence.
Trishala holds a Master’s degree from UCD Smurfit Business School in Digital Marketing.


Ray White, Video Production Manager 
Ray manages Combined Media’s video production and animation. He is an illustrator and animator by trade and before joining Combined Media, he worked within the Irish animation industry.  He has an enormous amount of experience in the area of video design and production, having worked on numerous client accounts. Ray has also managed Combined Media’s hybrid, Webinar and streaming output for the past number of years.


Tim Seager, Digital Marketing
Tim works with the Combined Marketing digital marketing team and his skills lie in strategy, digital marketing, technology for video and communications, project management and program delivery, with tertiary qualifications in Applied Electronics and Marketing.
Specialty areas include video production and streaming, event management, online marketing & branding, e-commerce, customer acquisition, information architecture & user experience, SEO and social media communications.


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Date: 30/11/2023