Trust and quality are the cornerstones of healthcare, but those aren’t easy things to come by in today’s landscape. In fact, more than 50% of a patient’s perception of clinical quality is factored by touchpoints outside the physician treatment. How do healthcare providers establish that bedrock of trust? For Northwell Health, the largest healthcare provider in New York State, this means launching both patient and HCP experiences to bridge both brand and performance. Their AVP of Brand Craig Konieczko shares how they’re staying apolitically engaged while championing the brand across owned and paid marketing channels.

The industry is abuzz with all the things we should be doing to prioritize the patient’s needs and experiences, but at the end of the day, it comes down to things on their mind: How am I going to get it? And can I afford it? Is the medical informational copy inclusive to those that speak other languages and come from different backgrounds? Last year alone, prescription drug prices increased an average of 15%. Where does value fit into our marketing strategy? How do we adjust our GTM strategy to not only persuade HCPs to write a script but empower patients to pick it up, take it, and continue refilling it? How do we reestablish their trust in the healthcare system and become inclusive of all population segments, especially those that have felt marginalized in the past?

As patient needs and behaviors change, advanced therapies are redefining patient care to keep up the evolving pharmaceutical landscape. As these therapies move from rare disease applications to larger patient populations, marketers must be prepared for shifting patient needs, regulatory challenges, and evolving engagement strategies. Kusal Senanayake, Sr. Director of Strategic Marketing, Biologics at West Pharmaceutical Services, will explore how the rise of ATMPs, accelerated by mRNA advancements during COVID-19, is transforming both treatment approaches and marketing strategies.

You can customize and enrich your campaign in countless ways. But as we're inundated with the latest marketing technologies and AI-fueled tactics, how do we determine the right time to implement customer data and increase the granularity of our targeting? How are pharma marketers using personalization strategies at varying levels of maturity to better know their audience and improve performance?

How do we move beyond the buzzword to actionable strategies that realize cost savings, empower global marketing tactics at local levels, and create a unified experience across sales, HCPs, and patients? How do we navigate the dismantling of legacy technologies and structures, while keeping pace with the innovation and standardization of new experiences? CSL Behring's Director of Marketing Platforms, Stuart Davis, pulls back the curtain on the inner workings of the company's transformative push into true omnichannel enablement.

Patients get healthcare information in more ways than ever before. Between their own research, HCP recommendations and advertising, they’re bombarded with medical content – and that’s not even taking into account all the media channels at our disposal. How do we target patients in this complex ecosystem? What data do we gather, and how can we better personalize their experiences? How do we measure impact? This panel will share their approach to omnichannel marketing that engages better and drives real results.

Building and integrating a new team in any organization is a daunting task. Especially when it’s in a well-established, risk-averse, highly regulated industry. When Novartis launched their content lab, they not only succeeded in cross-functional integration, but also breathed new air into their content. Novartis’ Director of Content Chelsea Marti shares how even the largest of companies can build a content marketing practice and apply a fresh approach to their external content for patients and doctors.

Maryland faces a devastating public health crisis stemming from one of the nation’s highest rates for out-of-state illegal gun imports. When divisive topics take center stage, how can brands navigate and find social agreement to rally support for a solution? Brian Deffaa, CMO for LifeBridge Health, shares how a leading health system dug deep to meaningfully connect their brand to their core values and empower Marylanders to advocate for policy change.

As people increasingly turn to affiliate channels and mainstream publications for healthcare guidance, how do we rethink the spaces that establish trust, enhance accessibility, and drive engagement in the competitive direct-to-consumer market? And as people seek not just information but control over their lifestyle medication, how should DTC providers balance access with personalized care? CEO Ahmad Elkalza shares how Jack Health rode the cultural wave of GLP-1 medications and tapped into these key moments in the new patient journey to establish their fast-growing brand.

The women’s health market is on pace to reach $66B by 2033, but it still remains a topic shrouded in stigma and misinformation. Case in point: It’s 2025, and we still can’t use the word “vagina” in a Facebook or Google ad. From tackling sensitive issues like menstrual health and menopause to advocating for gender-specific research and treatment, we’ll dive into how to navigate the media landscape and shift mainstream perceptions to change the narrative on women’s health.