Sunday, 02/18
6:30 PM
6:30 PM ET
Welcome Cocktails
Calusa Terrace
Monday, 02/19
7:45 AM
7:45 AM ET
Coffee Service Available
Calusa Ballroom Foyer
8:00 AM
8:00 AM ET
VIP 1:1 Meetings
Blue Heron
8:30 AM
8:30 AM ET
Breakfast Buffet Opens
Calusa Ballroom Foyer
9:15 AM
9:15 AM ET
Sponsor Breakfast Presentation
Calusa Ballroom
9:35 AM
9:35 AM ET
Opening Remarks
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:45 AM
9:45 AM ET
Keynote: Bending the Adoption Curve
New digital features are useless to your brand unless patients are actually using them. Rite Aid’s Dustin Humphreys shares how the company built a business case around digital adoption and how to measure utilization. By focusing on usage, not just features, the company has learned how to bend the adoption curve, so that “digitization” of the user base is adding real value to patient experience and brand investment.
- Keynote
- Dustin Humphreys, Senior Vice President of Digital Innovation and eCommerce, RITE AID
10:15 AM
10:15 AM ET
Panel: Good Patient Mapping: Data, AI, and Tracking Consumer Journey
Patient-first models demand that marketers align their strategies with consumer experiences and journeys, not with internal goals. But how are they reorganizing data, busting old silos, and applying new techniques like AI to understand where they need to meet these patients? We open the summit by comparing notes, learnings and plans for making this fundamental but essential step. What systems are being put in place? How are marketing units reorganizing the way they amass, handle, and distribute data? And what realizations are these efforts already rendering about who their customers really are and how they make decisions?
- Moderator
- Leslie Kirk, CEO and Managing Partner, Innsena
- PanelistS
- Kyle Brown, Sr Director, Digital Strategy, Cue Health
- Emily Simasek, Associate Brand Director, Direct-to-Consumer Marketing, Neurocrine Biosciences, Inc.
- Ryan Younger, VP of Marketing, Virtua Health @RyanYounger
10:45 AM
10:45 AM ET
Sponsor Spotlight & Coffee Break
11:15 AM
11:15 AM ET
Q&A: A Behind the Scenes Look at UCB's HCP Omnichannel Marketing and Content Strategy
The pharma industry is constantly working to keep up with today's digital savvy consumers. For UCB, that meant investing in a sweeping digital transformation, and that started with building a strong foundation of data, content, and messaging to power their omnichannel media campaigns. Join us for a fireside chat with Jennifer Tolley, UCB's head of omnichannel and digital marketing, as we delve into their targeting, content strategy and media mix for HCPs.
- Interviewee
- Jennifer Tolley, Head of Media, UCB
- Interviewer
- Erin Everhart, Senior Director of Event Programming, MediaPost
11:40 AM
11:40 AM ET
Case Study: CSL Behring has Built An Omnichannel Platform To Impact Its Business
For the past three years, CSL Behring has implemented an omnichannel platform to blend content, channels and services that are more measurable across all products and geographies which is on track to increase demand and decrease costs. Learn how CSL implemented this program and understand the specific components of Omnichannel.
- Presenter
- Stuart Davis, Global Director of Marketing, CSL Behring
12:00 PM
12:00 PM ET
Roundtable: Patient Journey Mapping 2.0
As more sophisticated data sets and analytics, AI and CDPs allow healthcare marketers to profile and parse their customer base more effectively than ever, let's share techniques for patient mapping, and the surprising insights they render.
- Featuring
- Kusal Senanayake, Sr. Director, Strategic Marketing, Biologics, West Pharmaceutical Services, Inc.
12:00 PM
12:00 PM ET
Roundtable: Branding and Retailization
As Amazon, drug chains, and telehealth brands flood the market with new marketing approaches that blur the lines between retail and healthcare, how do incumbent players respond?
- Featuring
- Gabby White, Marketing Manager, Lumenis
12:00 PM
12:00 PM ET
Roundtable: What Does a Social Strategy Look Like Now?
As social sharing becomes the most common source of health information and misinformation, the organization of social teams and strategies within pharma, telehealth, and OTC providers is critical. Let's share key learnings about organizing and proliferating social best practices within an organization.
- Featuring
- Melanie Latchman, Director, Reputation Research and Analytics, Pfizer
12:45 PM
12:45 PM ET
Sponsor Lunch Presentation
2:00 PM
2:00 PM ET
Boat Cruise on Estero Bay
Golf at Saltleaf Preserve
Pool Cabana hang-out
6:30 PM
6:30 PM ET
Cocktail Party
Cypress Courtyard
7:30 PM
7:30 PM ET
Dinner
Cypress Courtyard
Tuesday, 02/20
7:45 AM
7:45 AM ET
Coffee Service Available
Calusa Ballroom Foyer
8:00 AM
8:00 AM ET
VIP 1:1 Meetings
Blue Heron
8:30 AM
8:30 AM ET
Breakfast Buffet Opens
Calusa Ballroom Foyer
9:15 AM
9:15 AM ET
Sponsor Breakfast Presentation
9:35 AM
9:35 AM ET
Notes from Emcee
- MC
- Erin Everhart, Senior Director of Event Programming, MediaPost
9:45 AM
9:45 AM ET
Keynote: De-Buzzing MX: Applying Digital ‘Marketing Excellence’ to Pharma
Marketing Excellence is the buzzword du jour, but as Roche’s John Curcio argues, understanding how MX informs pharma marketing has had demonstrable impact on Roche’s campaigns, from increased top of funnel captures to shortened purchase cycles. He explores how MX can transform marketing planning, product launches and segmented messaging. It is about building customer experiences rather than just selling stuff.
- Keynote
- John Curcio, Head of US Digital eServices Marketing, Roche
10:15 AM
10:15 AM ET
Fireside Chat: How To Build Impactful Launch Strategies To Ignite Your Brands
There's no one silver bullet to ensure a brand's commercial success, but a powerful launch is critical in today's landscape. Stakes are high as you only get one chance to get it right with patients and customers. Markets are overcrowded, customers are overwhelmed with advertisements, and HCPs are burned out with all the content to read. So how do you break through? We're sitting down with Merck's Director of Commercial Agility and Launch Excellence, Sayali Kadam, for a deep dive into impactful launch strategies.
- Interviewee
- Sayali Kadam, Director of Commercial Agility and Launch Excellence, Merck
- Interviewer
- Erin Everhart, Senior Director of Event Programming, MediaPost
10:45 AM
10:45 AM ET
Sponsor Spotlight & Coffee Break
11:15 AM
11:15 AM ET
Case Study: How Cleveland Clinic and Amwell Transformed the 2nd Opinion Market
Consumers today want better control over their healthcare, especially when it comes to getting second opinions after a life-altering diagnosis or impending major surgery. Join Gokce Sezgin, Head of Marketing and The Clinic by Cleveland Clinic, as she shares how The Clinic is using the strength of a healthcare brand, digital tools and paid media to give patients priority access to physicians at one of the best hospitals in the world powered by the leading telehealth software.
- Presenter
- Gokce Sezgin, Head of Marketing and Patient Liaisons, The Clinic by Cleveland Clinic
11:45 AM
11:45 AM ET
Q&A Case Study: Leveraging Digital Engagement Insights to Open Doors of Field Communication
There is more than one way to step through the door! Joy Chen, Associate Director, Digital HCP Experience and Octavia Jones, Territory Business Manager, Phoenix North from argenx will share how their marketing and field teams collaborate to engage with large academic institutions that limit industry engagement. They’ll share how they interacted with one specific institution and created meaningful customer engagement on-and-off campus, while leveraging digital analytics to draw insights on prioritized institutions and individual stakeholders.
- IntervieweeS
- Joy Chen, Associate Director, Media, Strategic Marketing, argenX
- Octavia Jones, Territory Business Manager, argenX
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
12:05 PM
12:05 PM ET
Roundtable: What is a Sustainable Content Strategy?
How are health brands across categories making the costly process of content creation and management sustainable? What technologies are helping?
- Featuring
- Jenny Smuland, Associate Director, Media and Channel Excellence, US OBU, AstraZeneca
12:05 PM
12:05 PM ET
Roundtable: What Does "Patient-First" Marketing Mean?
How are marketers actually walking the walk towards this favorite healthcare marketing buzzword? What share is taking in your organization and how are marketing teams reorganizing, if at all, around it?
- Featuring
- Dave Bierut, Head, Global Digital Strategy, Amylyx Pharmaceuticals, Inc.
12:05 PM
12:05 PM ET
Roundtable: Finding Your Next HCP Target
How do you find the right doctor, administrator, hospital influencer to break through with your HCP outreach? Every institution is different. So, let's compare notes and tactics that work best.
- Featuring
- Chad Childress, EVP, Paid Media, Spectrum Science
12:50 PM
12:50 PM ET
Sponsor Lunch Presentation
2:00 PM
2:00 PM ET
Kayak tour of beautiful Estero Bay
Top Golf
Private Beach hang out
6:30 PM
6:30 PM ET
Cocktail Party
Royal Palm Courtyard
7:30 PM
7:30 PM ET
Dinner
Royal Palm Courtyard
Wednesday, 02/21
8:00 AM
8:00 AM ET
Breakfast Buffet Opens
Calusa Ballroom Foyer
9:00 AM
9:00 AM ET
Talking the Talk: Learning the Patient Language
Effective communication with patients revolves around using language that resonates with the target audience. Kaitlin Russomano, Associate Director, Media, Strategic Marketing at Amgen will discuss how they are employing clear and relatable messaging that enhances patient understanding, trust, and engagement. She will also discuss how they tailor content to address patient concerns, employing empathetic language, and highlighting the benefits of treatment contribute to building a strong patient-provider relationship.
- Presenter
- Kaitlin Russomano, Associate Director, Media, Strategic Marketing, Amgen
9:20 AM
9:20 AM ET
TikTok & Patient Influencers in Healthcare
Many healthcare organizations are beginning to integrate TikTok into their marketing strategies. Hear learnings from Stephen Strong, Director of Digital Marketing at Northwestern Medicine about creating content that inspires, educates and is supported with paid media. Stephen will also discuss how they partner with influencer patients/physicians to create authentic and highly engaged campaigns that span social media channels.
- Presenter
- Stephen Strong, Director, Digital Marketing, Northwestern Medicine
9:40 AM
9:40 AM ET
Did You See That Ad?: Creative That Matters
Healthcare advertising has been infamously banal, laden with regulatory verbiage, clogged with silver-haired seniors taking power walks in slo-mo. Let’s break the spell of bad creative. We end the summit on an inspirational note, sharing some of the best advertising our editors have seen in the category.
- Presenter
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
10:10 AM
10:10 AM ET
Summit Concludes
The Hyatt Regency Coconut Point Resort & Spa