Wednesday, 07/19
6:30 PM Mountain
8:30 PM ET
Welcome Cocktails
Odin Room & Deck
Thursday, 07/20
7:45 AM Mountain
9:45 AM ET
Coffee Service Available
Olympic Foyer
8:00 AM Mountain
10:00 AM ET
VIP 1:1 Meetings
Alpine Room
8:30 AM Mountain
10:30 AM ET
Breakfast Buffet Opens
Olympic Foyer
9:15 AM Mountain
11:15 AM ET
Sponsor Breakfast Presentation
Olympic Ballroom
9:35 AM Mountain
11:35 AM ET
Opening Remarks
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:45 AM Mountain
11:45 AM ET
Keynote Q&A: Labcorp and the Patient-First Journey
Expanding beyond its roots in diagnostics and testing, Labcorp’s In Pursuit of Answers campaign was part of a rebranding effort that established their broader reach into treatments, vaccines and research trials. But it was the tip of a new effort to speak to patients about complex topics like biopsies and biomarkers in empathetic ways that acknowledged patient experience. We explore with Maggie how the company is using new approaches and thinking to engage patients where they are.
- Interviewee
- Maggie Rougier-Chapman, VP of Marketing, Pharma & Therapeutics, Labcorp
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
10:15 AM Mountain
12:15 PM ET
Panel: We're All DTP Now: Customer Acquisition and the New Media Map
Direct-to-Patient customer acquisition across healthcare categories has to account for highly personal patient journeys through a fragmented media map that is offering less personal data. Our panel of healthcare media strategists share how they are navigating this disrupted terrain. What data sets are working for them as privacy concerns rise and cookies crumble? How have their allocations shifted as search, social and TV/CTV platforms shift their models? What channels are over and underperforming? How have changes in the media ecosystem impacted their acquisition strategy?
- Moderator
- Valerie Barrera, Media Supervisor, Good Apple
- PanelistS
- Alexandra Farber, Digital Media Head of Client Services, Spring & Bond
- Danielle Fox, Integrated Planning Director, Butler/Till
- Matthew Gunther, SVP, Media, CMI Media Group
10:45 AM Mountain
12:45 PM ET
Sponsor Spotlight & Coffee Break
11:15 AM Mountain
1:15 PM ET
Case Study: Reimagining Patient-Centricity: From Rhetoric to Reality
“Patient-first” brand and trust-building goes deeper than catchphrases and common user-response metrics. As Nic explores, it requires aligning brands with patient experience, tuning employee experiences, and diligent journey mapping. “Patient-centricity” is nuanced and variable. Nic also shares how it takes different shape across different brands and experiences.
- Presenter
- Nicole Braley, CMO, Inception
11:40 AM Mountain
1:40 PM ET
Case Study: We Wana New Drug: Lessons from the Cannabis Marketing Trip
As cannabis-based products cross over into the wellness and OTC remedy categories, what can traditional brands learn from this emerging segment? As a leading edibles manufacturer, Wana will share learnings from having to lean heavily on in-store “budtenders.” How can IRL field ops work with well-distributed digital educational materials – plus a good bit of swag – to scale marketing into a network of POS influencers?
- Presenter
- Joe Hodas, CMO, Wana Brands
12:10 PM Mountain
2:10 PM ET
Roundtable: Customer Acquisition in the New Media Ecosystem
Let's compare media plans. How are marketers mapping customer journeys against available and emerging media? Where will the money be going in 2H 2023?
- Featuring
- Matthew Gunther, SVP, Media, CMI Media Group
12:10 PM Mountain
2:10 PM ET
Roundtable: What Does Patient-First Mean to Our Brands?
How do we get beyond the buzzword and explore how a patient-centric approach to healthcare marketing takes shape for different brands and categories? We invite our summit attendees to compare notes.
- Featuring
- Nicole Braley, CMO, Inception
12:10 PM Mountain
2:10 PM ET
Roundtable: AI and Customer Engagement
AI-powered tools, content, and tech are promising to streamline and personalize all engagements between brands and patients. But how are your peers exploring and implementing specific creative solutions? How are they even getting their hands around such a vast topic. We compare notes.
- Featuring
- Arun Thachi, IT Marketing & Sales, Omnichannel Solutions, Boehringer Ingelheim USA Corporation
12:50 PM Mountain
2:50 PM ET
Lunch
2:00 PM Mountain
4:00 PM ET
Scenic Chairlift Ride (and optional hike down)
Horseback Riding at Deer Valley
Downhill Mountain Biking at Deer Valley
6:30 PM Mountain
8:30 PM ET
Cocktail Party
Butcher's Chophouse, Downtown Park City (Shuttle leaves at 6:15pm SHARP)
7:30 PM Mountain
9:30 PM ET
Dinner
Butcher's Chophouse, Downtown Park City
Friday, 07/21
7:45 AM Mountain
9:45 AM ET
Coffee Service Available
Olympic Foyer
8:00 AM Mountain
10:00 AM ET
VIP 1:1 Meetings
Alpine Room
8:30 AM Mountain
10:30 AM ET
Breakfast Buffet Opens
Olympic Foyer
9:15 AM Mountain
11:15 AM ET
Sponsor Breakfast Presentation
Olympic Ballroom
9:35 AM Mountain
11:35 AM ET
Notes from the Emcee
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:40 AM Mountain
11:40 AM ET
Demystifying Social: Not Your Grandmother’s Healthcare Ad
Today’s healthcare consumer demands more personalized approaches where they feel individually engaged. But personalization at scale requires that media and creative work together at every touchpoint. Bayer’s social-first approach empowers influencers to create authentic content that can be recast for paid social, but only when marketers respect the differences in formats and audience. Ryan explores how Bayer distinguishes between paid and organic social placements, how different teams work together, and what Bayer has learned as they transformed their media and creative approaches in recent years.
- Keynote
- Ryan Gang, Head of Social and Search Buying, Bayer
10:10 AM Mountain
12:10 PM ET
Case Study: Test, Learn, Launch: Getting It Right the First Time
In launching its first commercial product to an HCP market, argenx had to gets its targeting and messaging just right. Samarth walks us through what the company learned about being agile in its non-personal promotions in order to execute a more successful omnichannel and personalized expansion. We explore how a data driven persistent test and iterate approach succeeded and will shape future planning.
- Presenter
- Samarth Virk, Director, NPP, HCP Marketing, argenx
10:40 AM Mountain
12:40 PM ET
Sponsor Spotlight & Coffee Break
11:10 AM Mountain
1:10 PM ET
Case Study: Using Conversational AI to Drive Personalized Customer Engagements Across Channels
Learn how Boehringer Ingelheim uses their conversational AI platform to create AI-assistants to enable intent-driven conversations with customers across channels 24/7. This is a tactic they use to both experiment with new content ideas and analyze mechanisms in the evolving market. Arun will speak about how this journey was started, their internal organization related to this tactic, and safeguards in place.
- Presenter
- Arun Thachi, IT Marketing & Sales, Omnichannel Solutions, Boehringer Ingelheim USA Corporation
11:35 AM Mountain
1:35 PM ET
Back to School: Genentech Teaches Itself Digital Transformation
As the 45-year-old pioneer in biotech, Roche Group’s Genentech continues a top to bottom digital transformation by breaking it down to a multi-step program. We explore learnings from the company’s 4-step transformation program. To take a page from Netflix is creating, testing and personalizing media faster. To forge innovation partnerships with vendors. How to build the right KPIs, measure and optimize faster. that have real impact. And build an internal Digital Academy to proliferate the learnings across the organization.
- Interviewee
- Justin Molavi, Director, Strategy & Insights, Genentech
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
12:00 PM Mountain
2:00 PM ET
Roundtable: Patient-First Omnichannel Media Planning
- Featuring
- Elizabeth Beringer, President, Spring & Bond
- Samarth Virk, Director, NPP, HCP Marketing, argenx
12:00 PM Mountain
2:00 PM ET
Roundtable: The New Social Playbook
- Featuring
- Ryan Gang, Head of Social and Search Buying, Bayer
12:45 PM Mountain
2:45 PM ET
Lunch
2:00 PM Mountain
4:00 PM ET
Off-road UTV Tour
Golf at Canyons Course - Park City
Hiking tour at Deer Valley
6:30 PM Mountain
8:30 PM ET
Cocktail Party
Stein Eriksen Terrace
7:30 PM Mountain
9:30 PM ET
Dinner
Stein Eriksen Foyer & Terrace
Saturday, 07/22
8:00 AM Mountain
10:00 AM ET
Breakfast Buffet Opens
Olympic Foyer
8:45 AM Mountain
10:45 AM ET
Panel: What Does a Content Strategy Look Like?
Education, explanation, differentiation, are central to healthcare marketing across categories. But how are marketing teams allocating resources, optimizing for effectiveness, sourcing, and optimizing content strategically to get the most bang for their buck? Our panel explores what they need to build a content marketing plan.
- Moderator
- Barbie Romero, Director, Event Programming, MediaPost
- PanelistS
- Shirley Johnson, VP Experience Strategy, Health and Wellness Vertical Lead, Publicis Commerce
- Dr. Richard Ly, Director of Growth Marketing, Rodeo Dental
9:15 AM Mountain
11:15 AM ET
Case Study: Building a Strong Online Reputation by Requesting Patient Reviews
Consumers use online reviews to help them make purchasing decisions. Patients tend to only leave reviews when they have a bad experience. Intermountain Health took the initiative of soliciting reviews and was able to garner thousands of positive, mostly five-star reviews in a short time frame. Carey will speak about how they got approval internally, how they ask patients to leave a review, and how this enables them to have a better connection with their patients and consumers.
- Presenter
- Carey Van Wagoner, Director of Marketing, Intermountain Health
9:45 AM Mountain
11:45 AM ET
Panel: Telling Better Stories: Breakthrough Creative
How can pharma, HCP and OTC providers get past the familiar boilerplate messaging and visual tropes of healthcare advertising creative? We ask our panel to share creative executions that successfully broke through the noise and tedium of marketing.
- Moderator
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- PanelistS
- Elizabeth Beringer, President, Spring & Bond
- Chad Childress, EVP, Paid Media, Spectrum Science
- Juli LeDoux, Director of Marketing, ImmunoGen
The 5-Star, Stein Eriksen Lodge at Deer Valley Resort, UT