When the COVID-19 pandemic raged and the race for a vaccine began in 2020, the communications team at Pfizer knew that the stakes were too high for nary a misstep in their real-time messaging strategy. Lives were literally on the line and it was up to them to lead with smart and compelling messaging. In this closing keynote, Ellen Gerstein, Senior Director, Content & Engagement, Corporate Affairs at Pfizer will share her insider perspective on the pharmaceutical brand’s social media evolution and explain how her team moved from reactive messaging to an educational, instructive approach, leading the conversation and forging social media partnerships with other pharma companies. More than the story of how Pfizer’s social media strategy earned a seat at the table, Ellen will illuminate how she and her team rose to this unprecedented challenge, sharing the best practices and (really) no-cost tactics that you can take back to your team and integrate into your strategy immediately.
Senior Director, Content Strategy & Engagement, Corporate Affairs
Ellen Gerstein (she/her) is the Senior Director, Content Strategy & Engagement, Corporate Affairs for Pfizer, where she leads above-brand digital and social content strategy as a part of the company's global media relations and digital communications team. A leader with more than 20 years of delivering outstanding results, Gerstein is an accomplished marketer and communicator with a vast background in creating successful social media engagement and innovative marketing strategies. Prior to Pfizer, she held leadership positions at organizations in a diverse range of industries, including publishing, nonprofit and media. Her most cocktail party-conversation-worthy role was Wiley Publishing's head of global social media and "For Dummies" brand manager (yes, the yellow and black books).